Split Testing
What is Split Testing?
Split testing (also called A/B testing) is a method of running controlled experiments that compares the performance of one variation against another. For instance, split testing reveals whether one button design on a webpage generates more clicks or conversions than an alternative. The goal is to optimize content – emails, landing pages, and websites – for the best results.
Most split testing is conducted through the use of special tools. Landing page builders or email marketing tools, for instance, usually come with “multivariate” or “split testing” services which allow you to test specific changes in your landing page against a portion of your website traffic or an email against a select group of people on your subscriber list.
Why is Split Testing Important?
Split testing improves the ROI (Return on Investment) of web assets by isolating which elements drive positive outcomes – such as a lead converting into a buyer. This methodology reduces marketing costs and enables conversion rate optimization through digital marketing best practices. Split testing can:
- Audience insights: Reveals which design elements or content choices cause customers to abandon a purchase.
- Lower marketing spend: When you know which factors drive sales or positive actions, you stop spending on ineffective strategies.
- New opportunities: Lets companies experiment with untested promotional strategies and identify which deserve further investment.
Regular split testing builds a culture of data-informed decision making. Conflicting opinions among marketing and design teams get resolved by actual visitor behavior rather than internal debate.
What Can Companies Test with Split Testing?
Split testing can be used on signup forms, registration pages, squeeze pages, product pages and checkouts – virtually anywhere a measurable goal can be improved. While companies could run split testing experiments on their own, tools make it easier to track the results of different experiments and make decisions based on significant statistics.
Most split testing campaigns look at the influence of specific elements in a webpage, or marketing campaign. Some points companies can test with split testing might include:
- Text: Marketing copy, headlines, descriptions, and call to action content
- Visual elements: Pictures, photos, videos, colors, infographics, and designs
- User experience: Elements of how customers navigate an experience
- Layout: The arrangement of formatting of elements on a page
- Offers: The deals or promises made in a piece of marketing copy
Some companies also use split testing to determine whether certain aspects can be removed from a page. Often, fewer page elements lead to fewer distractions from the primary goal.
