Split-Testing

Question?

How do you know if the homepage of your website, your landing page or sales page is performing as well as it could be?

How do you know what the actual potential of these pages are?

The answer is… You don’t – well not unless you measure the performance of these pages in what is know as a Split-Test.

Split-Testing (also referred to as A/B testing) is the practice of showing different elements of a webpage to different segments of visitors at the same time and comparing which element drives more conversions.

So we take your standard page as the ‘Control’ then change some elements around. Maybe a different headline or a different header image for example.

Then, our software will serve your page with the changed elements equally to your vistors.
Using the in-built anyalytics, a picture will begin to form; which element is having the most interactions and you know for sure what is working and what is not.

See our own examples below …

EXAMPLE ONE

Our original homepage is on the left – through Split-Testing we came to the design on the right.
It would appear that people prefer stripes over swirls on the main header image and the striped border which we added later increased interactions further.

The logo was found to be better if it was increased in size and then after we gave it it’s own border gave even more positive responses.

… the music? Sure, that puts some people off but everyone needs some Bow Chicka Wow Wow once in a while!

Our original homepage is on the top – through Split-Testing we came to the design on the bottom.
It would appear that people prefer stripes over swirls on the main header image and the striped border which we added later increased interactions further.

The logo was found to be better if it was increased in size and then after we gave it it’s own border gave even more positive responses.

… the music? Sure, that puts some people off but everyone needs some Bow Chicka Wow Wow once in a while!

EXAMPLE TWO

This drastic change was of our sister company Easy Web Creation – a business aimed at getting people online as effortless as possible.

The first is the very first rendition of the website – big, bold and brash. The name of the venture was called Easy First Websites but we found this to be too niche and was off-putting for clients who needed a re-build. So through Split-Testing we even found a more suitable domain name Easy Web Creation (though personally we still prefer the former name).

As you can see by the latest example, the bold text has been replaced by a much finer font,
Gone are the bright colours and the site uses much softer pastels throughout.
We found that the business model was attracting more females so the design now reflects this customer base.

… and the image … there is nothing like a smiling face to make people interact …

You can visit either site to see the examples live

www.easyfirstwebsites.com – (remember this is not an ‘active’ site, though it is still live)

www.easywebcreation.com – Our sister business

Split-Testing  has many potential benefits. These include:

 

  • Getting rid of any uncertainty about marketing campaigns by eliminating guesswork.
  • Learning how customers actually respond, rather than how they think they will respond, which can happen with survey data.
  • Gaining unexpected insights that can drive improvements across the company.
  • Creating better and more effective content.
  • Maximizing web traffic and visitor engagement.
  • Reducing risk by testing changes before making them permanent.
  • Improving revenue. If you get more leads and sales by making small changes, then your business becomes more profitable.

 

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