Running split tests requires meticulous planning, a clear understanding of objectives, and methodical execution. By following these steps, businesses can ensure that their split tests are effective and informative, leading to optimizations that drive improved outcomes.
Here's how to split-test your landing page, email campaign, or digital marketing asset:
Set your goals
Begin by defining what you aim to achieve with the split test, whether an increase in email sign-ups, an improvement in sales conversions, or higher engagement. Having a clear, measurable goal ensures that your split test remains focused and the results are meaningful.
Decide what to test
Identify the element or elements you believe might be influencing your current results. This could be anything from a headline, CTA button, or image to the product description or design of a landing page.
Remember, it's crucial to test only one element at a time for results clarity. If you need to test multiple elements or variations at once, you might choose multivariate testing. This methodology is slightly more complicated but can be effective in deciphering how different elements interact with one another.
Create your variations
Based on what you're testing, develop the variants. For instance, if you're testing a CTA button, you might have one version in blue with the text "Buy Now" and another in green with the text "Purchase Today." Everything else will remain the same, allowing you to accurately test the button.
Randomly assign users
Users should be randomly and evenly divided between the different test variations to ensure unbiased results. This can typically be achieved using split testing tools, ensuring that each user is presented with only one test version.
Set up tracking
Implement tracking mechanisms to measure the performance of each variant. This could involve setting up conversion tracking on your website, using analytics tools, or employing a specialized split testing tool that automatically tracks user interactions and conversions.
Run the test and analyze results
Allow the test to run for a sufficient duration to gather statistically significant data. Don't end the test prematurely; this can lead to inconclusive or skewed results. Once completed, you can review the data to see which variant performed better in relation to your set goal.
Declare a clear winner
Based on the data collected, identify which variant achieved the best results. Your split testing tools will do this for you based on a statistically significant difference in conversions or other defined metrics between the two versions.
This winner is the version that resonates the most effectively with your audience. After declaring a winner, consider implementing the successful changes on a broader scale.
Achieve data-driven success through split testing
By systematically comparing variations and measuring outcomes, businesses can use split testing to fine-tune their strategies and ensure that every decision is grounded in robust data. This approach eliminates guesswork and propels brands toward authentic, data-driven success that resonates deeply with their target audience.
Split test your emails, webpages, and more with Mailchimp. Our suite of tools empowers businesses to conduct split tests seamlessly, analyze results, and implement winning strategies.
By leveraging Mailchimp's split testing software, brands can harness the full potential of split testing to ensure every campaign, landing page, or digital asset is optimized for maximum impact.