What is split testing?
It’s all relates to conversion, which is the ultimate goal of any website. You want visitors to complete some sort of task – fill out a form, make a purchase, etc. A split test is a method used to determine whether your web design is working in terms of meeting your online goals. A specialized software application splits traffic between at least two variants of the same Web page, determining which one leads to a higher rate of conversion. Your users never know they’re part of an experiment.
Google Website Optimizer is a tool that allows people to do split testing and multivariate testing on a variety of different page designs.
What are some things that Web designers might check?
There are a number of variants that are open for testing; in fact, just about any aspect of a website can undergo an A/B split test. Here are some examples:
• Forms: Fewer vs. more fields or even different fields
• Shopping carts: Positioning, elements, etc.
• Landing pages: different graphics or even no graphics
Why should you conduct A/B testing?
The whole point is to maintain a website that yields optimum results – meaning, a respectable conversion rate. It’s good for everyone – the Web designer (who can charge more) and the client (who’ll enjoy a healthier profit). By implementing split A/B testing, you can find out what inspires visitors to stay longer on your website and interact with its components, to make a purchase from you, to fill out a form, subscribe to your newsletter, etc.
Split tests are great for your bottom line. Because they help you get noticed among your competitors, you’re assured that when it comes to advertising you’re getting your money’s worth. You’ll know exactly where to spend those dollars to maximize your ROI. Don’t just guess at what you think will create conversions – KNOW.
Who should do the testing?
Ideally, it should be the Web designer and it should be done at the launch stage. They have the source files and are thus better able to make changes.
Many big companies use the A/B split test to make their marketing decisions. It’s a simple form of conversion testing that works as a great tool to running an efficient, successful website.
