The Science of Split Testing to Drive Results

Split testing, or A/B testing, compares two versions of a webpage, email, or other digital assets to determine which one performs better in achieving a specific goal.

This method involves showing the two variants (A and B) to similar visitors, subscribers, or users at the same time. The one that provides a better conversion rate or any other defined metric becomes the preferred choice.

Marketers can uncover which variations resonate most effectively with their audience by isolating and testing individual elements, such as headlines, images, or CTA buttons. This data-driven approach eliminates guesswork, ensuring business decisions are grounded in real-world data, enhancing user experiences, and improving return on investment.

Split testing is not to be confused with multivariate testing. A split test involves comparing two versions of a web page, email, or other digital asset to see which performs better, isolating one variable and testing its two versions against each other. On the other hand, multivariate testing allows you to run multiple tests and assess multiple variables simultaneously to understand how they influence the desired outcome.

When you run split tests, you compare two versions of the same landing page, email, or campaign. Initially, a hypothesis is formulated about a particular element of a digital asset that might influence user behavior. Then, two versions are created: a control version and a variant.

Using specialized website split testing software, traffic is evenly and randomly split between these two versions, ensuring that each set of visitors experiences the content without any bias. The same is true for split testing emails; only you'll have subscribers instead of visitors. Split testing can even be used as a form of social testing to determine which elements perform best on your chosen social media platforms.

As users interact with these versions, data is collected on key metrics, such as time spent on the page, click-through rate, and conversion rate. After a statistically significant amount of data is gathered, the results are analyzed, and a winner is chosen.

If the variant outperforms the control, the split test indicates that the change to the original positively impacts the desired metric, leading businesses to implement the more effective version. Through this interactive process, businesses can continually refine and optimize their digital assets based on actual user preferences and behaviors.

When should a marketer conduct split testing?

Split testing is a powerful tool for marketers that ensures their digital assets are optimized for the best possible performance. However, the timing and context of its application are crucial. Here are a few instances when a marketer might consider running split tests:

• New campaign launch: Before rolling out a significant marketing campaign, a marketer might split test different elements, from ad creatives to landing page designs, to ensure maximum effectiveness.
• Low conversion rates: If a website or email campaign isn't converting as expected, split testing can identify the weak points and areas of improvement.
• Website redesigns: Before implementing a complete redesign, testing elements of the new design against the old can provide insights into what changes are likely to be effective.
• Optimizing user experience: While usability testing focuses on the user experience, split testing can be used to learn about the direct impact of specific changes. If there's uncertainty about the layout, color scheme, or any other design element that might affect user experience, a split test can provide data-driven answers.
• Improving email campaigns: For email marketing, testing different subject lines, content formats, and call-to-action buttons can drastically influence open rates.
• Enhancing ad performance: When running paid advertisements, split testing different ad copies, images, or CTA prompts can help maximize the return on ad spend.

Benefits of split testing

Split testing is an invaluable tool in digital marketing. Its structured approach to comparing different versions of web elements has offered marketers concrete insights into user behaviors and preferences.

So why is split testing important for brands? Here are the benefits of split testing:

Data-driven decision-making

Split testing takes the guesswork out of marketing. By relying on actual user interactions and feedback, marketers can make more informed choices grounded in concrete data, ensuring that each decision, from minor tweaks to major overhauls, is backed by tangible evidence.

Improves conversion rates

The primary objective of the split testing methodology is conversion rate optimization. Whether it's getting users to sign up for a newsletter, purchase a product, or engage with content, split testing can identify the most effective strategies.

By presenting two or more versions and measuring which one accomplishes the desired action more frequently, marketers can directly improve the efficiency of their digital assets.

Optimizes user experience

A seamless user experience (UX) is crucial for retaining and converting visitors. Split testing can help refine and perfect this experience.

By testing various elements, from website layout and navigation to the placement of CTA buttons, marketers can discern and implement designs and structures that resonate best with their audience, ensuring a smoother, more enjoyable UX.

Increases ROI

Businesses can achieve higher conversion rates by optimizing landing pages, email campaigns, and advertisements through split testing. This, in turn, leads to more sales, sign-ups, or whatever the desired action may be, directly boosting the marketing ROI of the campaign or asset.

Reduces risk

Implementing changes can be risky. A new design can alienate users, while new ad copy can reduce click-through rates. Split testing allows you to test changes with a segment of the audience before a full-scale rollout.

With this, businesses can gauge reactions and outcomes. If the new version underperforms, the business can revert without having exposed the entire audience to the less effective variant, mitigating potential negative outcomes.

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.