A Guide on Split Testing

• What is A/B Testing?
• Why should you be using A/B Testing?
  • Solve pain points
  • Increase in ROI
  • Bounce rate
• Different types of testing
  1. A/B Testing
  2. Split Url Testing
  3. Multivariate Testing
  4. Multipage Testing
• Conclusion

What is A/B Testing?

A/B Testing is also called Split Testing. Two different ads or for that matter anything like a page element or a website are shown to two groups of people at the same time. This is done to know which is better and which is driving more traffic.

In A/B testing, ‘A’ refers to ‘control’ or ‘the original ad or website’ and ‘B’ refers to the ‘variant version’. The version that drives traffic or sales is known as the ‘winner’.

A/B testing should be added to your marketing strategy as it is beneficial for your business.

Why should you be using A/B testing in your business?

1) Solve pain points:

Consumers come on your website to buy a product/service, or just to know something about the product/service or they may be simply just browsing your website.

 Whatever their goal is, sometimes they can face issues like they may not understand the copy or may not find the CTA. 

This leads to a bad user experience. Marketers can find out what issues users are facing by analyzing the visitor’s behavior. This data can be accumulated by using the Google Analytics tool and website surveys. It helps you to solve issues that your target audience must be facing. 

Good customer experience can lead to conversions.

2) Increase in ROI:

A/B testing helps you to increase the return on investment (ROI) from existing traffic without spending too much money. 

With the help of A/B testing, you can test two different things at the same time. Even a little change in your pages, ads, etc can greatly impact your target audience and lead to conversions, which increases Return on Investment (ROI). 

3) Bounce Rate:

It’s essential to reduce your website’s bounce rate. Due to many reasons, your bounce rate can be high, it can be due to navigation, etc. Different websites have different goals. 

Doing A/B testing helps you to test different things till you find something that works for you best. It helps you to improve the customer experience. When customer experience is good, a customer can spend more time on the website which even leads to more conversions.

• Copy, Body, Designs and layouts, website navigation, CTAs and many other elements can be tested.

Different Types of Testing:

1) A/B testing

A/B Testing is one type of test and let’s take a look at the other types of testing.

2) Split URL Testing:

Split URL testing and A/B testing are two different things. A split URL is done when a company wants to test a new version of an existing webpage.

You can use a split URL when you want to make changes to your webpage in terms of design. It also helps you to know which version your target audience likes.

3) Multivariate Testing:

Several elements are tested on a webpage to see which works the best. To carry out a multivariate test you need to have more traffic than what is required in A/B testing. It also takes a little longer to deliver results. But you get the benefit of testing more than four elements at once.

4) Multipage Testing:

Various pages are tested against each other. It’s also known as funnel testing.

A/B testing lets you know what works for your company and what doesn’t. It helps you to drive your traffic to the website.

A/B testing improves user experience and lets you increase your conversions. It lets you know which areas need to be worked on. 

Before doing A/B testing, it’s essential to conduct research and check your website’s analytics and see how it’s performing. How much traffic is coming in, how long they spend on the website, bounce rate, etc needs to be checked. 

Analyzing the data will help you to identify the problems being faced during the user’s journey. 

Once you know in which areas you’re facing problems. According to that, you can create another version and test it out to see what works for you. 

After running the test, you must analyze the data as you need to keep track if it’s working or not. 

Therefore, A/B testing or Split testing is proven to be beneficial for many businesses.