Enhance the Effectiveness of Your Web Content and Win More Customers with Split Testing

Split testing refers to splitting/dividing your audience into different groups that are diverted to different versions of your web pages. The objective of this test is to determine which version draws the most attention and is more efficient in terms of conversion rates. You can carry out testing in one of two ways – A/B testing and multivariate testing.

A/ B Testing

In A/ B testing, you change a single element of the web page or advertisement to measure how it affects the conversion rates. For example, your website for antiques may have a picture of an antique patio swing in version A and a picture of a living room entirely furnished with antiques in version B. You divert half your traffic to each version and see which half is translated into more number of sales, product enquiries or price enquiries.

With A/B testing you get to know exactly which elements of your web content are effective and which aren’t. You can also measure the degree to which each element contributes to the final outcome. This helps you give special attention to critical elements that propel visitors to the action that you desire.

A/B testing also helps you accurately identify the elements of your advertisement or web page that communicate best with the audience. Using this information, you can tweak your online content so that the overall ad or page also has the same characteristics and thus communicates better.

Multivariate Testing

In multivariate split testing, you can change more than one variable at a time. You can modify the entire look and feel of your webpage or advertise your product with an entirely different perspective so that several elements of the content being tested are different. You can also test more than two versions at any given time. Or, you can change several elements in rotation.

Multivariate testing lets you experiment with all the permutations and combinations of different elements in your web content.

The advantage of using multivariate testing is that you can identify several winning elements at one go or find a winning combination that is composed of many effective elements. You can even determine the right mix of elements to communicate best with the audience. Multivariate split testing can be considered a more thorough form of testing that lets you find individual elements that are successful as well as the techniques to present them together most effectively.

Wolf21’s split testing expertise helps you boost the effectiveness of your website. Contact us today to find out how we can increase the conversion rate of your website.