A LAYMAN’S SPLIT TEST
When you hear the term ‘split testing’, your brain immediately leads you to think that this must be some complicated marketing lingo that you will not be able to grasp. However, be assured that you may have resorted to split testing methods multiple times in your daily life, without even being aware of it. For example, what do you do when you want to look dapper but are unable to decide which outfit to wear? Chances are, you try them both on and give yourself a long hard look in the mirror to see which one achieves the desired effect. Or when you have two kinds of cakes lying in front of you, so you give them both a quick taste test to determine which flavor your taste buds are longing for. You get the gist.
SPLIT TESTING IN MARKETING
Essentially, split testing, which is a slight variation of the commonly known AB testing, is the simple process of putting two distinct options to test in order to reveal which one would effectively optimize a website. While the terms split testing and AB testing are often used interchangeably, they do have slight differences that are important to highlight. Basically, an AB test involves making changes to a certain element in the two versions, whereas split testing is the process of comparing two distinct designs of a webpage in order to determine which one yields better results.
Let’s say you are unable to decide which kind of web page would generate a higher conversion rate. You then divide the site traffic in a way that half of them can view version A of the page while the other half see version B. You then track the way in which the live visitors interact with the page that they are assigned– which buttons they click, which CTA they respond to, etc. This method of testing then enables you to determine which version would be more effective in increasing conversion rates.
ADVANTAGES OF SPLIT TESTING
The process of split testing is quite simple and easy to implement. It has quite a bunch of advantages as well.
- Website Optimization
It is quite difficult to determine what consumers will and will not like when they visit your website– the smallest tweak can have a pivotal impact at this crucial moment. Split testing is important because it enables you to test the options to uncover which one optimizes your site for your business and your consumers.
- Simple Implementation Process
Most software packages do support split tests, which is why it is quite easy to implement. You don’t even have to resort to any extraneous source to collect the data because chances are, your existing Web analytics tools will be sufficient.
- Ease of Analysis
Split testing enables you to analyse real, factual results conveniently. You can easily uncover which design is “right” and which one is “wrong” on the basis of simple and real metrics.
- Reduced Wastage
Making major revisions to your website can often result in wastage of time and resources. A split test enables you to reduce or even eliminate this wastage by enabling you to examine customer behavior on your website and determine what works and what doesn’t, before committing to any major decisions. It allows you to target your resources for maximum effect and efficiency, which consequently increases your ROI.
- Increase in Conversions and Sales
Sales– the backbone of any business! The combined benefits of split testing lead to fewer bounce rates, greater customer engagement, increased conversions and most importantly, increased sales. This simple, convenient test enables your business to flourish and grow significantly in the digital landscape.
Essentially, split testing provides you with the valuable ability to experiment with marketing characteristics to determine the ideal combination to enhance customer experience as well as cultivate an overall trust in your brand. Consequently, this enables you to optimize your site in such a way that would guarantee maximum conversions, sales and retention while minimizing wastage and costs.
Want to learn more about Split Testing? Mountainise is here to help!