What is split testing and how can I use It?

Transcribed from Video:

Good morning, everybody. Today we are going to have a look at what is called split testing or in some circles, it’s also known as A-B testing.

Now basically what these are or what split testing and what A-B testing are, it’s a great way to make sure that you are getting the best performance out of your website, out of your landing pages, out of  your sales pages.

If you aren’t doing split testing or any sort of testing on your sites or your pages at the moment, this will hopefully be of great use. It’s something you should start implementing straight away if your business is serious about generating more leads and generating more businesses online

Let’s have a quick look and get down to the nitty-gritty and basically have a quick overview of what split testing it and how split testing works. Basically, when we’re split testing, what we do is we pretty much take two versions of a webpage. For example, we’ve got two pages here. Let’s call this A and let’s call this B.

Now you see where A-B testing comes in. It’s not rocket science. Now A might have headline one which could be “Download our great music products” for example. B could have headline two. Now headline two, rather than “Download our great music products”, it could say “Download our amazing, free audio book instantly”.

Basically what we’re doing, we’ve got two versions of this headline. One on website A and one on website B. Now for intents and purposes, the rest of the website is exactly the same. You got the same text, same offer, banner here or whatever it might be. Everything else is identical apart from these two headlines.

What we can then do or what we do is split test this. We might send a number of traffic here so let’s say a hundred visitors to site A and a hundred visitors to site B. Now each page has got a sign up form here or a sign up button or a “buy” button. Now what we want to measure with these pages is to see which headline gets the most sign-ups or gets the most buys.

Each time a visitor out of the hundred clicks on this “go” button or this sign-up button, this version of this website will get a plus one accordingly. If for example A, out of the hundred, we get 50 people to sign up, there will be 50 points or a 50 percent conversion rate. If for example website B with headline two gets 75 people to sign up out of the hundred, the conversion rate for this website or for this example of the page is 75 percent. Therefore we can say that headline two works better than headline one by 25 percent.

When it actually comes to driving all the traffic to this page, we know that we don’t want to be using headline one. We want to be using headline two because we know it converts at 75 percent. Right away we know every time we send a hundred visitors, we’re going to get roughly 75 sign-ups on this page. So 75 percent, to be honest, is a bit of an inflated number of what you can expect from these pages but the principle is exactly the same. It’s just to really show you the benefits of doing this because all of a sudden, you know which headline is converting best.

It might be that you don’t actually want to test headlines. You might want to test the color of different buttons on your sign-up so you might run an A-B testing and go okay, on this one, we’re going to have a green sign-up button and on this one, we might have a red sign up button but obviously now using headline two because we know that headline two works best out of the two that we tried.

We can send another hundred visitors to it and we then might get a further 50 that sign up with the green but we might only get 45 that sign up with the red. We then know that this combination with headline two and with the green button is the better conversion out of the two and the better combination. By doing lots of these split tests or these A-B tests, we can slowly build off a page that we know is going to convert best of all.

We can then test our sub-headlines here or our bullet points. We then might test the logos that we use underneath. Basically, if we keep testing different alternatives, what we can do is we can see which converts best and give ourselves ultimately the best possible conversions that we want for our landing page.

That’s it. That’s the benefit of A-B testing. If you’re not doing it already with yourselves and off these pages, make sure you start doing it. Because how would you know your website is performing to the best of its ability if you haven’t tried other options? So thanks for listening. It’s Charlie from Hutchinson Web Design

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