“Split Testing: How To Do It Right

ab split testing

ab split testing

Hey folks,

I want your opinion. I try to bring you the latest info on what it takes to be a profitable entrepreneur. Most of my time is spent scouring the web because there is a lot of junk out there about what you should and what you shouldn’t do. In fact it’s so much junk out there on a/b split testing that you need to have your information filtered for you. That’s where I come in at.

Over on the leadsleap.com blog I came across a split test  done by Rueben Corbo where he tested one of his websites icon layouts. Pretty much what he wanted to find out was if the positioning of the icons would make a difference on orders. If vertical versus horizontal could led to an increase in sales. It was interesting to see which one actually won.

But even more than that, he also gives you seven steps that you can take to run a split test on your own website to see if any part of your site could be costing you sales.

I’ve listed the seven steps below for you.

What are the things that need to be split tested?

In A/B testing, adjustments on text contents and images seem to create the most impact to the audiences. Shortening the texts and including only the gist of what the products/brand is all about seem to increase audience engagement and stir purchase motivation.

Similarly, placing a well-taken photo of the product on the landing page has also been shown to increase the click-through of visitors who check out the product, as compared to a page without product photo.

What are the things that don’t need to be split tested?

Design of menu bars and other navigation tools are not to be prioritized in split testing. As long as they are situated in the right places, their styles usually don’t matter. Most webmasters misconstrue that colors are least of priorities, but they are just as important. Remember that visual has a lot to do in luring visitors into action. A website with a pastel almost-unnoticeable blue background cannot ensnare attention as much as a vivid cerulean can.

What is the easy step by step procedure to do split testing?

1. Identify the problem: determine what could be causing your low traffic or poor conversions.

2. Formulate a hypothesis: make an educated guess on how the complexities can be solved.

3. Choose the right elements to test.

4. Set a metric that can be used for evaluation of the variants’ performances.

5. Run the A/B test.

6. Analyze the data gathered.

7. Implement the design that performed better than the other.

Split testing is tedious and time consuming. What are some of the tricks to simplify the process?

There’s no shortcut to A/B testing. If you want to get the soundest results, patience is required in the process. For newbies, however, there are loads of software and tools that can be downloaded online. Google’s Web Optimizer, for example, automates the process of splitting traffic and gathering data (including number of clicks on a page, hits on the landing page, etc.)

Other programs can help you choose the elements to be put on test, generate probable variant designs, set metrics, etc. These options can automate majority of the steps in split testing, thus taking a lot of time out of your hands.


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