Split testing (otherwise known as A/B or multivariate testing) is when we deliver multiple variations of the same content to a split audience in order to discover which encourages the most conversions (Yes, unfortunately that means writing extra content!).

A great way of trialling new copy, you can then compare the results from each test to pinpoint which variation was most successful. Split Testing can then help to improve the conversion rate of your website, ads, or emails.

For example, when experimenting with Call To Action (CTA) copy for an online course, Audience 1 might be shown version A: “Register today”, whereas Audience 2 will be shown version B: “Count me in! ”.

The audience is unaware that they are seeing one of multiple variations of content, therefore their reactions can give an unbiased idea of how your wider audience will respond.

Examples of useful split tests:

• Copy (including CTAs and button text)
• Hero images or videos
• The colour of buttons
• Page layout

Why is split testing important?

Improving the conversion rate on your website by using split testing can be a cost-efficient way to increase the average value of visits to your website.

Even the smallest improvement, such as increasing a conversion rate by 1%,  can make a huge difference to a website’s monthly revenue.

Especially if you are already investing in SEO or PPC, optimising your conversion rate is important as it will help you to convert the traffic you are already getting, there is little point increasing traffic to your website if you cannot convert the traffic that you already have.

Split Testing made easy

At Yawn, we typically use Google Optimize to split test when working on Conversion Rate Optimization (CRO). Optimize allows us to compare variations of page layouts, sign-up forms, and calls to action to see which has the best conversion rate. As Optimize is part of G-Suite (Google’s collection of software), it integrates seamlessly with Google Analytics, a reporting system that you are probably already familiar with, making the results analysis incredibly easy.

Summary

Split testing may seem like a ploy to make you produce double the amount of content you need, but it can be very helpful when trying to improve the conversion rate of your website, emails, or paid ads. When done correctly, split testing can be a simple and cost-effective CRO method.