Split Testing

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Making global changes to the design of your home page? Need to compare two versions of an updated website? Do a split test. Split testing allows you to find out which website design options bring the most conversions. It is important to apply split testing to such marketing tools as an order form or registration, a callback, a button, and so on.

When you run multivariate split testing, your website’s incoming traffic is randomly distributed across several versions of your web pages. Analysis of the data obtained will show which page users interact with better. This way, you can compare the results and select the most acceptable sample with the highest conversion rates.

Split testing is a reliable research tool for any website, whether it has minimal or significant traffic. The more traffic goes to the inbound page, the faster you receive split testing results.

Analyzing user behavior with Plerdy

To analyze your A/B testing results, you can create user groups in Plerdy. It allows you to add these groups to the required test as Custom JS in Google Optimize. The Plerdy tracking code will appear on the version of the page when the A/B test runs. Additionally:

  • When the A/B link of the test changes, Plerdy saves the URL and enters it into the table, you will see all the clicks of a specific version on the site page.
  • If an element on a web page has been deleted, Plerdy does not display clicks.
  • After selecting the required period in the calendar, you can compare clicks on events in Plerdy or visually on the page.
  • A lot of the same elements on the pages are not a problem. Plerdy will display all clicks from all web pages in one.
  • You can segment all clicks by traffic channel.
  • Plerdy saves all clicks, not in screenshots, but in dynamics – you will receive much more data.

To analyze all the clicks of different versions of A/B testing, add items for the selected period to be displayed automatically.

Split Testing Steps

Split testing is designed to indicate those problem areas that can be improved by provoking more productive work of the site’s pages. To get objective and reliable results of the experiment, you need to properly prepare for its launch and the subsequent control of the results from the analysis of the website’s alternative versions on which the testing is carried out.

Separating the URLs of different page variants is a technically more difficult task and requires the involvement of appropriate specialists. By the way, site visitors do not know that they are participating in the experiment. They are randomly redirected to one of the addresses of the tested pages, or they have one element replaced/removed on the page that is participating in testing. This is how the winning option is determined.

Study your website data

Before starting with the testing process, collect analytics data on the old version of the interface – use these statistics to compare with the results of split testing of newly created samples.

Form a strong hypothesis 

A correctly formed hypothesis should include:

  • Problem blocks, elements, buttons, and banners of your website.
  • List of changes for implementation.
  • The goal to be achieved.

Observing all the points of this simple instruction, you will receive the desired result at the end of the testing.

Run Your Test and Collect Data

The first information you get will help you understand the impact of each change. Deviations in the number of targeted actions will confirm or refute your hypothesis about the need for changes on the web page.

10 Split Testing Tools

Data testing and analysis is a necessary and important process. Its results are largely responsible for the increase in website conversion rates and the profitability of your business in general. We analyzed the niche and compiled a list of ten platforms with all the features you need for A / C testing. We recommend adding these to your bookmarks.

Optimizely

The platform’s analytics are based on artificial intelligence algorithms that provide the most complete and accurate test results. This helps to personalize the content for web page visitors as much as possible.

The founder of the company is Alexander Atzberger. Offices can be visited in New York, Chicago, Amsterdam, Helsinki, Berlin, Oslo, and other metropolitan areas.

The company’s portfolio includes eBay, Dolby, Moco, New Era, Pizza Hut.

AB Tasty

The web platform offers many options for split testing and audience segmentation. This allows you to personalize content for almost every user.

The founders of the company are called Rémi Aubert and Alix de Sagazan.

The company is headquartered in New York.

Thanks to the collaboration with AB Tasty, many companies are convinced of the effectiveness of professional testing. L’Oréal, Calvin Klein, Disney, USA Today, and Ashley are among them.

Convert

The platform offers an unlimited number of tests on any number of domains. There is a 15-day trial version to evaluate the functionality of the service. Here you can run any of the current types of testing: split, A/B, analysis of multivariate and multi-page projects.

The company is headquartered in California.

The digital product for effective split testing has already been used by Unicef, Jabra, Sony, Conversion Rate Experts, and many others.

Kameleoon

The services of the platform are aimed at complete confidentiality and security. The platform is intuitive and has an extensive testing library. Equipped with key tools for monitoring the effectiveness of testing.

Kameleoon’s office is located in Vancouver, Toronto, London, Paris, Milan, and other major cities.

Companies such as Coca-Cola, Bild, Corsair, Louis Vuitton, and Kia took advantage of all the offered benefits.

Omniconvert

The platform allows you to easily conduct various tests of web pages, customize personalization, and segmentation. It provides access to customer analytics and can conduct surveys among site visitors.

The founder of the company is Valentin Radu. The company has representative offices in Poland, Netherlands, and Romania.

You can see Digital Marketer, HelpSystems, Neun Weine GmbH, Conversion Sciences, and Decathlon among the partner companies.

Bound

Along with testing tools, the web platform provides a personal manager who will provide advice and technical support to users. You can customize targeting according to certain criteria.

Companies that requested testing services: Rockwell Automation, Guardian Life, Visit Grand Junction, MyTupelo, San Francisco Travel.

Evolv.ai

A fast launch of testing programs and the integration of platform capabilities with the client’s own website is the company’s specialty. Plus, getting reliable results within ten days after the start of the experiment. AI algorithms will help you retain web visitors and attract new users.

The head and founder of the company is Michael Scharff.

The company is headquartered in San Francisco. The brands AT&T, TEA, Verizon, Rakuten Marketing, and Curiosity Stream became partners and users.

Oracle Maxymiser

The platform is designed for the comfortable testing of web pages and mobile applications in B2B and B2C segments. The service provides advanced information for launching targeting campaigns and website audience analytics.

You can visit the company’s office in California, Colorado, Florida, Illinois, New York, and other cities.

Trusted by FedEx, MasterCard, SailGP, Red Bull, and Deutsche Bank for their expertise.

Glassbox 

Glassbox is a handy tool for data analytics during testing. It will give complete information on the digital footprint of a web page visitor and allow you to evaluate the experiment results objectively.

Glassbox was founded by Yaron Gueta, Hanan Blumstein, and Yoav Schreiber.

Offices are located in London, Tel Aviv, New York, and Norwich.

Glassbox clients include Air Canada, Asics, SoFi, Superdry, Tracfone.

VWO

The platform gives users the ability to easily manage different marketing testing options and run multiple tests simultaneously. At the same time, the use of the service does not slow down the loading speed of your page.

The founder of the company is Paras Chopra. Headquarters are located in Spain, India, and Germany.

The platform users are Hyundai, AMD, Ubisoft, Teamleader, IMB-bank.

Split Testing vs. A/B Testing

For many, the differences between split testing and A/B testing are not obvious. In most cases, the two are considered synonymous. But there are differences – and quite tangible ones.

Split testing can contain several variables at once.

In A/B testing, only one design element of a website page is considered an object of research. You can then proceed to the next one at the end of the experiment with one variable component in A/B testing.

It is not necessary to select only one of the test types. The most advantageous from the standpoint of information content is to use split test and A/B testing in combination. And you will get the maximum effect from this experiment if testing is not a one-time event but a continuous process. Empirically, you will determine exactly the interface that will bring you an increase in conversions.

Watch for objectivity in testing. Even if one of the options is noticeably ahead of the other, bring the procedure to an end – do not interrupt it ahead of schedule. Designate sample sizes in advance and test thoroughly. The scale of testing directly affects its validity. At the end of the test, deactivate the losing option and set the winning page to the default status.

Output

Testing your website for user loyalty is a snap today. Many effective split testing tools can help you increase conversions on your web page and make the interface more user-friendly for your website visitors.

Interface split testing is a must in modern marketing as it provides information about the target audience. Subject to the rules for conducting the experiment and the sequence of steps, you will receive reliable information for effective changes in your web pages’ visual design and content.

Article by:
CEO Andrew Chornyy

CEO Plerdy — expert in SEO&CRO with over 11 years of experience.

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