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How to Split Test for Better Customer Engagement


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Although there are several web site design packages that can help you design your website, you’ll actually have to make other choices as well – choose the elements that you believe would look best for your site or use split testing to find the design features that are engaging for your audience. Split testing serves up several similar website’s pages in order to produce data regarding their effects. This will allow you to improve your site’s conversion rates quickly and it’s not really as difficult as what many think.


Here’s how you can go about it:


  1. Isolate Page Variables


You’ll find two different split testing types – A/B and Multivariate testing. A/B split testing works by pitting 2-page variations against each another. This is a much better choice for beginners unlike the multivariate procedure, which is more complex. To start with the A/B split testing, you may need to pick a single variable to be tested. Remember that the choices are unlimited so make sure that you focus on the elements that will most likely bring about the most significant changes in the performance of your website.


  1. Create Web Page Variations


As soon as you have chosen a variable to test, build the pages that you want to compare with each other. Remember that for now, you may need to make changes only to one variable in order to determine which of the elements will be better in terms of website performance. If you run your website through WordPress or other CMS, log in to the dashboard and build a new page. Copy the content from the original page and into the test page. Thenalter the single test variable that you want to isolate with A/B split test.


  1. Install Google’s Content Experiments Program


Log in on Google Analytics and search for the instructions on how to install the Content Experiments Program of Google. This is a free program that replaces the older Website Optimiser service of Google and is available in some of the web site design packages. It still retains several of its useful features. Although the program allows you to test up to 5 pages against each other, for most beginnersit’s still easier to focus in a single test variable across the 2-page variations. This should allow you to find out the elements that have the biggest effect on the performance of your website, as fast as possible.


  1. Measure the Results


As your test continues, your results will be updated automatically within your Google Analytics account. But first, it may be best to wait before making any decisions until Google Analytics can generate the needed data for the statistical significance. Comparing the results of your A/B split test after a few visits only may not give you enough information to conclude on the best ways to improve your website.


As soon as you’ve identified the winner, you can move to a new split test variable or build additional page variations that can compare to your winning content. The results of the test should also help you choose the best web site design packages.

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