How to Split Test for Better Customer Engagement

Using data analytics to increase conversions

Business is no longer done on a gut feeling!

Yes… we may take impulsive or emotional decisions to start a business or a project but the process is always logical for driving growth and results. Getting a business process ready requires many years worth of customer data and experience which cannot be achieved instantly, or can it?

We are living at the digital age, with the help of an array of analytic tools we can get more data than ever before. That too, in less time than you can imagine. So with the right tools and right interpretation of data, each decision on your business website is one that will drive results.

Although there are several website design packages that can help you design your website, you’ll actually have to make other choices as well.

  • Choose 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 pages in order to produce data regarding their results. This will allow you to improve your site’s conversion rates quickly and it’s not as difficult as many may assume.

Here’s how you can go about it:

Isolate Page Variables

You’ll find two different split testing types – A/B and Multivariate testing.

A/B split testing works by putting 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 particular elements. This will allow you to make the most significant changes for improving the performance of your website.

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.

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. Then alter the single test variable that you want to isolate with A/B split test.

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. It still retains several of its useful features. It allows you to test up to 5 pages against each other.

For beginners, it’s easier to focus on a single test variable across the 2-page variations. This allows you to find the elements that have the most impact on the performance of your website.

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 website design package.

There was a time when digital marketers could not identify what specific campaigns or actions were working. But now, free tools have made it easier for anyone to know what’s working, why it’s working AND how it can be improved.

You no longer have to make instinctive decisions on your website design!