How to Use Split Testing to Improve Your Website
Using split split testing , you can create a controlled experiment and test variations of content to see what really resonates with your audience. With the right platform, you can also use split testing to test ad copy and designs as well as form field sizes for your website, email marketing campaigns, or retargeting ads.
While a split test may seem simple enough, it’s important to keep in mind that there are many factors that can unduly skew the results of your test. In order to get the most accurate and reliable data, it’s best to eliminate any external variables that could impact conversion rates (e.g., traffic source, referring ad, or time of day). Also, if you’re using an automated split testing tool, make sure to run your test for a sufficient amount of time to ensure that the results are statistically significant.
Split Testing 101: A Beginner’s Guide to Smarter Marketing Decisions
The goal of a split test is to improve a specific website metric, like click-through rates, purchase or signup completions, or page views. However, it’s important to select a metric that aligns with your business goals and the type of content you’re trying to improve.
To find a good metric to focus on, start by looking at your historical data for areas of opportunity. For example, if you have a page with a lot of views but low engagement or conversion rates, that suggests that some elements like content, layout, or CTAs are weak spots that can be improved through split testing.…