{"id":592,"date":"2011-01-24T09:12:46","date_gmt":"2011-01-24T17:12:46","guid":{"rendered":"https:\/\/www.numinix.com\/blog\/?p=592"},"modified":"2019-05-30T11:05:23","modified_gmt":"2019-05-30T18:05:23","slug":"how-to-use-split-testing-to-raise-conversion-rates","status":"publish","type":"post","link":"https:\/\/www.numinix.com\/blog\/how-to-use-split-testing-to-raise-conversion-rates\/","title":{"rendered":"How To Use Split Testing To Raise Conversion Rates"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/www.numinix.com\/blog\/how-to-use-split-testing-to-raise-conversion-rates\/#What_is_Split_Testing\" >What is Split Testing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/www.numinix.com\/blog\/how-to-use-split-testing-to-raise-conversion-rates\/#Why_Should_I_Split_Test\" >Why Should I Split Test?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/www.numinix.com\/blog\/how-to-use-split-testing-to-raise-conversion-rates\/#What_Should_I_Test\" >What Should I Test?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/www.numinix.com\/blog\/how-to-use-split-testing-to-raise-conversion-rates\/#How_Do_I_Split_Test\" >How Do I Split Test?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"#\" data-href=\"https:\/\/www.numinix.com\/blog\/how-to-use-split-testing-to-raise-conversion-rates\/#Who_Should_Do_The_Testing\" >Who Should Do The Testing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"#\" data-href=\"https:\/\/www.numinix.com\/blog\/how-to-use-split-testing-to-raise-conversion-rates\/#How_Do_I_Know_If_It_Worked\" >How Do I Know If It Worked?<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"#\" data-href=\"https:\/\/www.numinix.com\/blog\/how-to-use-split-testing-to-raise-conversion-rates\/#Y-X%3E%E2%88%9AXY_where_Y%3EX\" >Y-X&gt;\u221aX+Y, where Y&gt;X<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"What_is_Split_Testing\"><\/span>What is Split Testing?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Split-testing (Also known as A\/B testing) is a statistical tool for measuring the effects of slight variations to a page on your website.\u00a0 It is great for driving continuous improvement, and raising your conversion rate.\u00a0 You basically present two slightly different versions of your web page to your visitors, and track the conversion results of each version.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Why_Should_I_Split_Test\"><\/span>Why Should I Split Test?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It has been scientifically proven that certain elements of your web page can have drastically different effects on visitors based on size, color, placement, and a host of other variables.\u00a0 The only way to know which elements work best for your visitors, is to test them against one another. The main reason you split-test is to increase your sales, leads, or any other type of conversion.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_Should_I_Test\"><\/span>What Should I Test?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You can test any element of your page you wish.\u00a0 Some common things to test are:<\/p>\n<ul>\n<li>Headings and Sub-headings<\/li>\n<li>Opening Paragraphs<\/li>\n<li>Images<\/li>\n<li>Call To Action buttons<\/li>\n<li>Hyperlinks<\/li>\n<li>Location of different elements (such as the shopping cart)<\/li>\n<li>Colors<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"How_Do_I_Split_Test\"><\/span>How Do I Split Test?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The first thing you need is two slightly different versions of your web page.\u00a0 Be sure to only change one element at a time or you will have trouble determining the significance of your results.<\/p>\n<p>Next, you will need some type of software application to deliver the different versions of your page to your visitors.\u00a0 Google Website Optimizer is a great one that is free.\u00a0 It delivers alternating versions of your web page to visitors (Visitor 1 gets A, Visitor 2 gets B, Visitor 3 gets A, etc), tracks results on your conversion rate, and delivers the results to you.\u00a0 The advantage it has over other platforms is that it allows you to use your existing URL, which means you can track traffic obtained from all sources.\u00a0 Using the optimizer should not have any negative effects on your rankings or cause duplicate content issues.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Who_Should_Do_The_Testing\"><\/span>Who Should Do The Testing?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It is best to have your web designer set-up and run the tests.\u00a0 They should start immediately after launch and continue until you feel that your web page is the absolute best it can be, or the best you need it to be.\u00a0 It is possible to use a third party down the road, but much more difficult.\u00a0 You will also give valuable experience to your designer on what elements work best that will be useful on future projects.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_Do_I_Know_If_It_Worked\"><\/span>How Do I Know If It Worked?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Measuring your results requires determining whether or not they are statistically significant.\u00a0 Simply put, the difference between the two pages is significant if <em>the numerical difference between the two is greater than the square root of the sum of the two results.<\/em><\/p>\n<h4 style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"Y-X%3E%E2%88%9AXY_where_Y%3EX\"><\/span>Y-X&gt;\u221aX+Y, where Y&gt;X<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Now that your brain has exploded, let me give you a concrete example.<\/p>\n<ul>\n<li>Page A resulted in 50 conversions<\/li>\n<li>Page B resulted in 70 conversions<\/li>\n<li>The Sum of the results of Page A and Page B is 120<\/li>\n<li>The Difference between Page A and Page B is 20<\/li>\n<li>The square root of 120 is 11, rounded up.<\/li>\n<li>20 is greater than 11, so the difference had statistical significance<\/li>\n<\/ul>\n<p>Now you have some idea of how split-testing can improve your conversion rates.\u00a0 Use it often, and you may be amazed at the results you receive.<\/p>\n<p><script type=\"application\/ld+json\">\n      {\n        \"@context\": \"http:\/\/schema.org\",\n        \"@type\": \"NewsArticle\",\n\t\"dateModified\": \"https:\/\/calendar.google.com\/calendar\/r\/day\/2019\/5\/29\",\n\t\"mainEntityOfPage\": \"https:\/\/www.numinix.com\/wordpress\/2011\/01\/24\/how-to-use-split-testing-to-raise-conversion-rates\/\",\n\"author\": {\n    \"@type\": \"Person\",\n    \"name\": \"Jeff Lew\"\n  },\n   \"publisher\": {\n    \"@type\": \"Organization\",\n    \"name\": \"Numinix Web Developers\",\n    \"logo\": {\n      \"@type\": \"ImageObject\",\n      \"url\": \"https:\/\/www.numinix.com\/images\/banner_hero_clarity.png\"\n    }\n    },\n        \"headline\": \"How To Use Split Testing To Raise Conversion Rates\",\n        \"datePublished\": \"2011-01-24T16:00:41Z\",\n        \"image\": [\n          \"https:\/\/www.numinix.com\/wordpress\/wp-content\/uploads\/2019\/05\/web-design.jpg\"\n        ]\n      }\n    <\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is Split Testing? Split-testing (Also known as A\/B testing) is a statistical tool for measuring the effects of slight variations to a page on your website.\u00a0 It is great for driving continuous improvement, and raising your conversion rate.\u00a0 You basically present two slightly different versions of your web page to your visitors, and track&#8230;<\/p>\n","protected":false},"author":54,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10],"tags":[47,239,641,44,11,240],"class_list":["post-592","post","type-post","status-publish","format-standard","hentry","category-conversion-rates","tag-conversion","tag-conversion-rate","tag-conversion-rates","tag-conversions","tag-testing","tag-webmaster-tools"],"modified_by":"Numinix Developer","jetpack_featured_media_url":"","jetpack-related-posts":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.numinix.com\/blog\/wp-json\/wp\/v2\/posts\/592","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.numinix.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.numinix.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.numinix.com\/blog\/wp-json\/wp\/v2\/users\/54"}],"replies":[{"embeddable":true,"href":"https:\/\/www.numinix.com\/blog\/wp-json\/wp\/v2\/comments?post=592"}],"version-history":[{"count":0,"href":"https:\/\/www.numinix.com\/blog\/wp-json\/wp\/v2\/posts\/592\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.numinix.com\/blog\/wp-json\/wp\/v2\/media?parent=592"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.numinix.com\/blog\/wp-json\/wp\/v2\/categories?post=592"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.numinix.com\/blog\/wp-json\/wp\/v2\/tags?post=592"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}