How Split Testing Drives Higher ROI

You launched a new sales page a month ago but you aren’t getting the results you’d hoped for. Ideally your team suggests changes to the copy, new images, or simplify your forms. The issue is which one to go with and how will you know what changes made a difference? The simple answer: Split Testing. The in depth answer: Split Testing.

Split testing isn’t something where you’ll do it once and magically find the answer that will drive more conversions. As much as we wish to offer you a solution where you immediately know what to change to drive more results, there isn’t one.

If you’re new to split testing (also called A/B testing) then this guide is for you. We’re going to break down exactly what it is, why it’s important, tools that will help you, and mistakes you should avoid when running split tests.

What is Split Testing (A/B Testing)?

Split testing, aka A/B testing, is when you compare two (or more) versions of something to see which one works or performs better. Tests can be for anything like headlines on a landing page or different color buttons for CTAs. Two different checkout flows… A variation of Exit Intent popups… If the question “Which one should we run?”, then split test it.

When someone visits your site, they’re randomly shown one version or the other. Over time, you see which version gets more clicks, signups, or sales. It’s like having your audience vote with their clicks so you always know what works best.

The goal with Split Testing? Determine the winning variations that drive the most ROI.

In the example below, SEMrush breaks down a simple A/B test of a product page. Let’s play a game of “Spot the Difference”.

If you guessed that Version B includes customer reviews above the price, you nailed it! By splitting traffic and sending each group to a different version of the page, you can see which one performs better. In this case, you’re testing whether adding reviews increases conversions and letting the data make the decision for you.

Why Is Split Testing Important?

If you want to stop guessing and start making smart, data backed decisions, split testing should become part of your strategy. It’s the easiest way to get real insights from your audience without assumptions and wasted time.

Here are 3 reasons it matters for your business:

1. Drives better results: By testing different variations of your content or design, you can identify which version performs the best. That means better engagement, more leads, and higher ROI.
2. Replaces guesswork with data: Drop the spinning wheels in strategy meetings. Split testing gives you clear answers so you can make confident, fast decisions based on what’s actually working.
3. Reveals high-impact changes: Sometimes the biggest wins come from the smallest changes. Like moving a button or tweaking a headline. Split testing helps you pinpoint those high-impact details that move the needle in the right direction.

Real Results:

+218% Improvement in Clicked Order Button Conversion Rate

When we tailored the hero copy of InMit’s page to directly speak to their audience’s needs, the impact was immediate. We saw a 218% increase in the number of visitors clicking the order button.

That’s the power of split testing with purpose:

• Clearer messaging
• More engagement
• More sales opportunities

“What Exactly Can You Split Test?”

Even a single change, like adjusting the headline, can significantly increase how many people take action. The most successful brands don’t test once. They test constantly. Split test, analyze, optimize, repeat. That’s how you consistently improve performance and stay ahead of the competition.

How Do You Run A Split Test?

Running a split test doesn’t need to be complicated. It’s just a structured way to test, learn, and improve.

Here’s how it works:

1. Make an observation:

Start with a problem or opportunity you’ve noticed. Maybe your CTA isn’t getting clicks, or bounce rates are high. You can’t fix what you don’t fully understand so step one is identifying what might be underperforming.

2. Form A Hypothesis:

Based on your observation, make a prediction. Even if you’re not sure your change will make a dramatic difference, this step helps you design a potential solution.

3. Create And Run Your Test:

Here’s the fun part, you’re not limited to just two versions (A vs B). You can test multiple versions at once. We just HIGHLY recommend being strategic about it. For example, you could test the Click rate of a button on your page in every color on the color wheel. (Not exactly effective, but technically possible.)

IMPORTANT NOTE: If you have a low traffic, keep your variations minimal (1-2). If you’re getting more traffic (200+) regularly, you can effectively run more. The more variations you test, the longer it takes to gather meaningful data.

4. Wait For Results:

Give your test time to run.

• High Traffic? You may start seeing results within a few days.
• Lower Traffic? Patience is key. It might take a few weeks to gather enough data.

What matters most is letting the data speak before jumping to conclusions.

5. Analyze Results:

This is where things get real. Once your test has run long enough to collect sufficient data, it’s time to dive into the results and uncover the insights. Really dig into the data and think about why certain elements performed better and how they align with your audience’s needs and behaviors. Look for trends in key metrics like conversion rate, engagement, and user behavior patterns and analyze why they may/may not have changed. The goal is not just to find a winner but to understand WHY it won so you can build and duplicate it.

IMPORTANT NOTE: For your results to be statistically valid, your test should reach a 95% confidence level to be considered ‘winner’.

Tools to Help You Run Split Tests

Here are three proven platforms that make testing easier (and smarter):

Convert.Com

Convert.com is an extremely user-friendly split testing platform. It allows you to create a variety of tests on top of A/B testing such as multivariate tests and split URL tests (you can learn more about these different tests in the video linked here).

Convert.com provides in-depth analytics, segmentation, and heatmaps, making it ideal for businesses seeking high-quality, data-driven insights to improve conversion rates.

Crazy Egg

Crazy Egg is a popular tool for website optimization that offers heatmaps, scroll maps, and A/B testing features. It helps businesses understand how users interact with their sites through visual tools that track clicks, scroll behavior, and engagement.

Visual Website Optimizer

VWO is a comprehensive conversion optimization platform that focuses on A/B testing, multivariate testing, split URL testing, and user insights. It’s equipped with tools for heatmaps, session recordings, and surveys, giving businesses a detailed understanding of their users’ behavior.

Let Us Run Your Split Tests So You Don’t Have To

We don’t just recommend these tools, we actually have them set up and ready to use for our clients. Whether it’s building a split test, tracking performance, or digging into the data, our team can take it off your plate and do it right the first time.

If you would like to talk through how this could work for your business, let’s hop on a free strategy call. We’ll walk you through it, show you what’s possible, and help you identify quick wins based on your goals.

Common Mistake to Avoid When Running Split Tests

Before you jump in, here are a few pitfalls that can throw off your results and waste your time. We’ve made these mistakes or seen others make these mistakes so you don’t have to.

1. Don’t Run Random Tests:

Split testing isn’t about throwing spaghetti at the wall. Be intentional. Know what you’re testing and why. Start with a goal like improving your click through rate or reducing bounce, and test one change that could help move that number.

2. Avoid Ending the Test Too Early:

It’s tempting to check results early and pick a winner before the test is done, but doing this can lead to premature conclusions. Split tests require enough time to reach statistical significance, and cutting corners can mislead decisions.

3. Testing Too Many Things at Once:

Multiple testing may sound efficient but it just makes things messy. Stick to testing one variable at a time so you know exactly what made the difference. If you’re not sure how to determine how many is “too many”, let’s get on a call. Worst case scenario we tell you to slow down. Best case… world domination.

4. Looking At The Wrong Metrics:

Don’t fall for vanity metrics like “page views”. Focus on the right metrics that align with your goals. Conversion rate, engagement, time on page, and customer actions that actually contribute to performance drivers.

BONUS Mistake: Not Tracking ANY Metrics:

This might sound obvious but you’d be surprised how often this happens. If you are not tracking something, your test doesn’t mean anything. You need clear, measurable goals before you hit “GO”. Whether it’s clicks, form submissions, or sales, choose your key metrics upfront so you’ll know what success actually looks like.

Keep Your Audience In Mind and Let Data Lead The Way!

Split testing isn’t about chasing the flashiest design or cleverest headline, it’s about creating a better experience for your customer. We’re really all about the “human” aspect around here if you couldn’t tell.

Take a step back and ask, “What problems are my audience trying to solve?” or “Does my page clearly show how we solve it?”. The more clearly you understand your audience’s mindset, the better your tests will perform. Align your test strategy with real user intent and your results will follow.

Are you still a beginner in split testing or want to improve your skills? Check out one of our newest videos where our founder, Matt, walks you through a real-world A/B test setup.