What Is Split Testing, and Why You Should Split Test Your Website

Ever wonder why some websites just seem to click while others flop? The secret sauce is often something called split testing, or A/B testing for the cool kids. Okay, I know, I might be exaggerating a bit, but the point still stands for the most part.

Imagine being able to peek into the minds of your visitors and see exactly what makes them tick – and then using that insight to improve your site’s performance. Sounds like a superpower, right? Well, it’s not magic; it’s split testing.

In this post, we’ll dive headfirst into the world of split testing and reveal why it’s the ace up your sleeve for turning your website into a conversion machine. 🚂

What is split testing?

Split testing, or A/B testing, is like running a mini-experiment on your website to see what works best.

Picture this: you have two versions of a web page – Version A and Version B.

You show half of your visitors Version A and the other half Version B. Then, you sit back and watch which version gets more clicks, conversions, or whatever your goal might be. It’s like a popularity contest, but it’s your visitors “voting” with their views for the most effective version of your web page.

So, how does it work? Let’s break it down.

• First, you decide what you want to test. It could be anything from headlines and images to call-to-action buttons and forms.
• Next, you create two versions of that element.
• Finally, you use a split testing tool to divide your traffic and track the results. By the end of the test, you’ll have a clear winner, backed by real user data.

For example, let’s say you’re testing headlines. Version A might say, “Buy Now and Save 20%!” while Version B says, “Get 20% Off When You Shop Today!” After running the test for a while, you find that Version B gets more clicks. Voilà! You’ve just learned what kind of headline resonates better with your audience, all thanks to split testing.

The benefits of split testing

Here are some good reasons why bothering with split testing might be worth your while:

Improved user experience

Split testing helps you fine-tune your website to meet your visitors’ needs and preferences. By testing different versions, you can identify which elements make the user journey smoother and more enjoyable. This not only keeps visitors on your site longer but also encourages them to come back for more.

Example: You test two different navigation menus – one with drop-down categories and one with a standard set of links. You might find out that while the drop-down menu takes more clicks to find something, it still might be faster to take people from page to page since people can go through the categories quicker than reading a long list of links.

Increased conversion rates

The ultimate goal of most websites is to convert visitors into customers, subscribers, or leads. Split testing allows you to tweak various elements and see what drives the most conversions. Whether it’s a compelling call-to-action button or an eye-catching image, you’ll discover what motivates your audience to take action.

Example: You experiment with two different call-to-action buttons: one that says “Buy Now” and another that says “Get Started.” The “Get Started” button results in a 20% increase in conversions = more money in your pocket.

Data-driven decision making

Guesswork is out, and data is in.

With split testing, every change you make is based on hard evidence. Instead of relying on gut feelings or assumptions, you get concrete data showing what works and what doesn’t. This leads to smarter decisions and better results.

Example: You’re unsure whether a video or a static image would work better on your landing page. After running a split test, you find that the video increases engagement by 15%, allowing you to make an informed decision backed by data.

Reduced risks

Making changes to your website can be risky. What if the new design drives visitors away instead of attracting them? Split testing minimizes these risks by allowing you to test changes on a small scale before rolling them out site-wide. You can confidently implement winning variations knowing they’ve been validated by real user interactions.

Example: You want to redesign your homepage but are concerned about potential negative impacts. By split testing the new design with a small segment of your audience, you ensure it performs well before making it live for everyone. Homepages are actually prime real estate for split testing of all sorts of elements, sections, or even whole designs.

Key elements to split test on your website

To get the most out of split testing, it’s essential to know which elements of your website are prime candidates for testing. Here are some key elements you should consider:

Headlines and copy

The headline is often the first thing visitors see, and it sets the tone for the rest of their experience. Testing different headlines can reveal which ones grab attention and keep visitors engaged. Similarly, testing variations in your body copy can help you find the most compelling way to communicate your message.

Example: Test two headlines – “Unlock Your Potential With Our Courses” versus “Discover the Best Courses to Boost Your Skills.”

Images and videos

Visual content can significantly impact user experience and conversions. Testing different images or videos can help you determine which ones resonate most with your audience and keep them on your site longer.

Example: Test a hero image of a happy customer using your product versus a video testimonial. You might find that the video testimonial boosts trust and leads to higher conversion rates.

Call-to-action buttons

The call-to-action (CTA) button is crucial for guiding visitors toward taking desired actions, whether it’s making a purchase, signing up for a newsletter, or downloading a resource. Testing different button texts, colors, and placements can have a big impact on conversion rates.

Forms and lead capture elements

Forms are essential for capturing leads, but they can also be a point of friction. Testing different form lengths, field labels, and layouts can help you reduce abandonment rates and increase submissions.

Example: Test a short form with just name and email fields against a longer form that includes phone number and company name. The shorter form may result in more submissions.

Page layouts and designs

The overall layout and design of your web pages play a significant role in user experience. Testing different layouts can help you find the most effective way to present your content and guide visitors through your site.

Example: Test a single-column layout versus a two-column layout on your homepage. The two-column layout might make it easier for visitors to find what they’re looking for, reducing bounce rates.

Tools for split testing

To effectively run split tests on your website, having the right tools is essential. Here are some popular split testing tools, including options specifically for WordPress users:

Hotjar

Hotjar is a powerful tool that combines analytics and feedback to help you understand how visitors interact with your site. While it’s not a traditional split testing tool, it offers heatmaps, session recordings, and surveys, which can provide valuable insights for your split tests.

VWO (Visual Website Optimizer)

VWO is a comprehensive testing and optimization platform that offers robust A/B testing capabilities. It allows you to create and run experiments without needing technical expertise, making it accessible for everyone.

Unbounce

Unbounce is a landing page builder that specializes in conversion rate optimization. It offers built-in A/B testing features, making it easy to test different versions of your landing pages and see which ones perform best.

Nelio A/B Testing (WordPress-specific)

Nelio A/B Testing makes it easy to run both simple and complex tests on your WordPress site. Whether you’re doing A/B tests, multivariate tests, or split URL tests, Nelio has you covered with powerful and visually appealing heatmaps. With Nelio, you can test not just pages but any type of content, including menus, themes, WooCommerce products, CSS rules, JavaScript, and more.

Thrive Optimize (WordPress-specific)

Thrive Optimize is an easy-to-use A/B testing add-on for Thrive Architect, designed to help you run effective split tests directly on your WordPress site. With Thrive Optimize, you can create test variations using a visual editor, set conversion goals, and start tests with just a few clicks. This tool eliminates the need for coding or complex setups, allowing you to focus on optimizing your landing pages efficiently.

👉 Btw. if you’re interested in some useful WordPress plugins, check this list out.

Best practices for effective split testing

To ensure your split tests are effective and yield meaningful results, it’s essential to follow some best practices.

Here are key guidelines to help you get the most out of your A/B testing efforts:

Setting clear goals and hypotheses

Before you start a test, define what you aim to achieve and formulate a hypothesis. This helps you focus on specific outcomes and measure success accurately.

Example: If you’re testing a new headline, your goal might be to increase click-through rates, and your hypothesis could be that a more action-oriented headline will result in higher engagement.

Ensuring proper sample size and statistical significance

For your test results to be reliable, you need a large enough sample size and statistical significance *. This ensures that the differences you observe are not due to random chance.

Example: Use online calculators to determine the required sample size before starting your test. Make sure your test runs long enough to reach statistical significance, which might mean several days or weeks, depending on your traffic.

Running one test at a time

To avoid conflicting results, run one test at a time. Testing multiple elements simultaneously can make it difficult to pinpoint which change caused the observed effect.

Example: If you’re testing a new call-to-action button, don’t simultaneously test a different headline. Complete the button test first, analyze the results, and then move on to the next element.

Continuously monitoring and analyzing results

Keep an eye on your tests and analyze the data regularly. This helps you spot trends early and make informed decisions about your website optimizations.

Example: Check your test performance daily or weekly, depending on your traffic, and use tools like heatmaps and session recordings to gain deeper insights into user behavior.

Common mistakes to avoid in split testing

Split testing can be incredibly effective, but only if done correctly. Here are some common mistakes to avoid:

• Testing too many elements at once. Testing multiple elements simultaneously can muddle your results, making it hard to identify which change caused the observed effect. Stick to testing one element at a time for clear insights
• Not running tests long enough. Ending tests too early can lead to inaccurate conclusions. Ensure your tests run long enough to gather sufficient data and achieve statistical significance. Speaking of which:
• Ignoring statistical significance. Failing to ensure your results are statistically significant means you might be making decisions based on random chance. Always verify the significance of your results before making changes.
• Making assumptions without proper analysis. Jumping to conclusions without thorough analysis can lead to misguided decisions. Always base your conclusions on detailed and accurate data analysis.

By avoiding these common pitfalls, you can ensure your A/B testing efforts are effective and lead to meaningful improvements on your website.

Wrapping up: Test your way to success!

Split testing can be your secret weapon for optimizing your website and boosting performance.

By methodically testing different elements, from headlines to call-to-action buttons, you can make data-driven decisions that enhance user experience and increase conversions.

Remember to set clear goals, ensure statistical significance, and avoid common pitfalls like testing too many elements at once.

Armed with the right tools and best practices, you can continually improve your site and achieve lasting success. Start split testing today, and watch your website thrive!

What elements are you planning to split test on your site? Share your ideas or experiences in the comments below!