Split Testing Broken Down In Bits

June 23, 2017

Split testing (also referred to as A/B testing or multivariate testing) is a method of conducting controlled, randomized experiments with the goal of improving a website metric, such as clicks, form completions, or purchases.

Incoming traffic to the website is distributed between the original (control) and the different variations without any of the visitors realizing the fact that they are part of an experiment

The tester waits for a statistically significant difference in behavior to emerge. The results from each variation are compared to determine which version showed the greatest improvement

When you run an A/B test, you’re comparing two different versions of a campaign — whether it’s a marketing email, a banner ad or just a website page — to see which one is more effective with your target audience.

How Do You Split Test?

Make A Plan:

Determine your goal, such as improving conversion rates or getting more repeat purchases.

Pick A Variable:

Based on your research, choose an element of the site or campaign’s A version to alter in the B version.

Run Your Test:

Roll out the two different versions to your test groups for a period of up to two months and collect data on how many users took action.

Analyze the results. If you found low conversions on one or both versions, determine which element — copy, calls to action, images, etc. This is the element you will need to adjust when you run the final campaign.

A poorly constructed test or one with too many variables may produce a misleading outcome. So you need to implement the changes, then repeat the test.

Running the test again in a few months will either prove that your changes worked or show that there was another factor affecting your initial results. This is why split testing is extremely vital to the success of an affiliate campaign.


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