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Split Test

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SPLIT TEST
Student: Khudaybergenov T.A.
Professor: Kwon You Youn
What Is a Split Test?
• A split test (or A/B testing) is a method of testing multiple
versions of a web site (or individual elements of a
website) against each other to see which works best.
• Ideally, there will be only one difference between the two
pages so the tester can understand the reason behind the
change in performance.
Split Test
• By comparing several versions of
your web pages, such as your
landing pages or homepages, a
split test helps you identify which
one has a better conversion rate
for your visitors.
• When the split test is launched,
your pages’ traffic is randomly
spread over the different versions
of your pages. Each one’s
performance is tracked and
analyzed by the split testing
software to identify the version
that converts the best, with the
highest significance. Split testing
determines the version on which
the sample converted the best.
Why Should We Run a Split Test?
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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.
Overall, split testing is a cost-effective and easy way to improve your
website and marketing.
“If I get 100 people to my site, and I have a 20% conversion
rate, that means I get 20 people to convert... I can try to get
that conversion rate to 35% and get 35 people to convert,
or, I could just figure out how to get 1,000 new visitors,
maintain that 20% conversion, and you’ll see that 20% of
1,000 (200), is much higher than 35% of 100 (35).”
Derek Halpern - SocialTriggers.com
What Can You Test?
Almost anything on your website that affects visitor behavior can
be A/B tested.
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Headlines
Sub headlines
Paragraph Text
Testimonials
Call to Action text
Call to Action Button
Links
Images
Content near the fold
Social proof
Media mentions
Awards and badges
A/B
Testing
Process
Study your Website Data: Use a website analytics tool such as Google Analytics, and
1.
find the problem areas in your conversion funnel. For example, you can identify the
pages with the highest bounce rate. Let's say, your homepage has an unusually high
bounce rate.
2. Observe User Behavior: Utilize visitor behavior analysis tools such as Heatmaps,
Visitor Recordings, Form Analysis and On-page Surveys, and find what is stopping the
visitors from converting. For example, “The CTA button is not prominent on the home
page."
3. Construct a Hypothesis: Per the insights from visitor behavior analysis tools, build a
hypothesis aimed at increasing conversions. For example, “Increasing the size of the
CTA button will make it more prominent and will increase conversions.”
4. Test your Hypothesis: Create a variation per your hypothesis, and A/B test it against the
original page. For example, “A/B test your original home page against a version that
has a larger CTA button.” Calculate the test duration with respect to the number of your
monthly visitors, current conversion rate, and the expected change in the conversion
rate. (Use our Bayesian Calculator here.)
5. Analyze Test Data and Draw Conclusions: Analyze the A/B test results, and see which
variation delivered the highest conversions. If there is a clear winner among the
variations, go ahead with its implementation. If the test remains inconclusive, go back
to step number three and rework your hypothesis.
6. Report results to all concerned: Let others in Marketing, IT, and UI/UX know of the test
results and the insights generated.
Options
• Most A/B/n tests work with two to four variations.
Mistakes to Avoid With Split Testing
• Testing the wrong pages.
• Testing too many variations
• Not forming a proper hypothesis before start
• Timing
• Running a split test at the wrong time
Multivariate testing
• Full
factorial testing, which tests every possible
combination of elements until there’s a clear winner. This
needs a lot of traffic, and traffic is distributed evenly
among the variations.
• Fractional factorial testing (often using the Taguchi
Method), which uses a sampling method to test
combinations and statistical analysis to decide on the
winner. However, this means you are partially relying on
assumptions, rather than data.
• Adaptive testing, which uses live data on visitor actions
to decide on the winning combination.
10 Split Testing Tools
• CrazyEgg
• HotJar
• Optimizely
• Unbounce
• Visual Website Optimizer
Word press
• ABPress Optimizer
• Nelio
• Simple Page Tester
• Title Experiments (here’s a tutorial)
• WordPress Calls to Action
References
• https://www.omniconvert.com/what-is/split-testing/
• https://vwo.com/ab-testing/
• https://www.abtasty.com/split-testing/
• https://instapage.com/blog/what-is-split-testing
• https://optinmonster.com/conversion-optimization-101-
split-testing-vs-multivariate-testing/
• https://optinmonster.com/how-to-create-a-split-test-andwhy-you-should/
Thank you!
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