Why Do You Need To Split Test & How To Do It

When we create a design or copy we always think that it is the best. But what does the market think? Does our audience able to sync well with our message or the color we used is best for optimal conversion.

The process of testing is called split test.

A split test, also known as A/B testing, is a conversion rate optimization technique that marketers use to increase conversion rates of web pages by testing different variants.

  1. You create two variants of the same page. A and B. There should be only one difference between these two variants. This is what you want to test.
  2. You split the traffic into two and send half of it to the variant A and half of it to the variant B.
  3. You keep the winning variant.

Always remember this. In every test, only test one element. If you want a test headline, then only test the headline. If it’s the CTA button color or words, then only test either one. You can test different combinations but test only one element at a time.

Sample Split Test

One very simple element that we test is as below

For this, we don’t create 4 variants and test them together. Instead, we test group 1 and group separately until we get the best combination. Both action point and the color.

You will be surprised that small changes like this might increase the conversion by over 20%.

This is the very same with a book. An author had written a book but was unable to sell even a single copy. He is very upset and decided to sell the copyright. Another guy bought the copyright of the book. And without changing any single word inside. Just by changing the title of the book, it eventually becomes one of the best sellers.

This is why we need to always split test.

Why Should You Use Split Testing To Optimize Your Sales Funnel?

Want to make more money online?

There are two ways to do that:

  1. Increase the amount of traffic that you drive to your sales funnel.
  2. Optimize the conversion rate of your sales funnel.

“The Business That Can Spend The Most To Acquire A Customer—Wins”.

A quote from Dan Kennedy

But the fact is, we have limited money to spend. And the traffic is getting more and more expensive. To get traffic, you are either buying it through paid ads or spending your time to create content and attract traffic.

This is why you need to optimize every single bit of your sales funnel, increase your conversion rate. So, more of the traffic you drive will get converted to be your customer. This is how you can have a virtually unlimited budget for traffic. Your front-end offer is enough to cover the traffic cost.

By that, you will maximize the ROI of your marketing efforts, instead of pouring water into a leaky bucket by driving traffic to a sales funnel that doesn’t convert well.

What Should You Split Test? (A/B Testing Ideas)

Well, I know it is important to split test. And how a split test might increase my revenue.

But then, what should I split test, or what is the priority.

Here are 5 important elements that you should definitely start testing for optimal results.

1. The Headline

The headline of the page is arguably the most important page element because it’s the first thing that the potential customer notices.

It is the decision point on whether should someone continue to your content or leave your page. That’s why a good headline should have the ability to grab the potential customer’s attention and make them curious enough to continue reading.

The most important copywriting principle that you need to understand if you want to write a compelling headline is the distinction between the features and the benefits of a product:

  • A feature is a quality or a function of a product (e.g. “These shoes are waterproof!”).
  • A benefit is the value that the potential customer will get from that product (e.g. “These shoes will keep your feet dry!”).

People buy based on benefits, and justify it with features.

For example, you seldom buy a Ferrari because of how fast it can go from 0-100km/h or the top speed is xxx km/h. But in fact, that is how people will look at you driving it. You just want to buy it because it is cool. The spec is not the main deciding point.

So brainstorm various headlines and then test them against each other to see which one performs the best. 

Below are some headline formulas you want to test it out.

  • How to [Achieve a Desired Outcome] without [Pain
  • [Large Number] of Ways to [Achieve an Outcome]
  • [Number] Proven [Actions/Ways] to [Achieve Desired Result]
  • [Number] Secrets to [Achieve Desired Outcome]

2. The Subheadline

A headline needs to be eye-catching, precise, and short. And, the purpose of the subheadline is to explain the offer further in more detail.

Here, you explain the why in your headline more and express the benefits they are going to get from taking action now.

Once you are happy with your headline, start testing various benefit-driven subheadlines to see which one works best.

3. The Call to Action

Now, after presenting your offer and persuading them to take action, now it’s the most important part, to make sure they take action.

It should be:

  • Clear.
  • Concise.
  • Action driven

This is where you tell the potential customer what you want them to do next:

  • Subscribe to your newsletter.
  • Download your lead magnet.
  • Buy your product.

…etc.

Try different calls to action to see which one works best for your potential customers.

You never know which is the best without testing it out.

4. The Call to Action Button Color

Many people neglect this part as they don’t realize the importance of it. Color does affect the emotion of the buyers as well. In fact, the color of the call to action button can have a huge effect on the conversion rate of a landing page.

Now, Pick a color that stands out in the color scheme of that page so that the CTA button would be impossible to miss. You may refer to the color wheel to get some creativity on the color selection.

5. The Call to Action Button Copy

Most entrepreneurs often don’t give much thought to the call to action button copy because it’s simple. However, it can have a significant effect on the conversion rate of a landing page.

What’s important is still to make sure that it’s benefit-driven.

For example:

Let’s say that your lead magnet is a free cheat sheet.

Instead of using generic phrases like “Get it now” or “Download Here”, you could make your CTA button copy more persuasive by reminding the potential customer what’s in it for them (e.g. “Claim Your Free Cheatsheet”).

How To Conduct a Split Test

With ClickFunnels, there is this features to split test all your funnel step. With just a single click, you are able to duplicate the page you want to test and start editing the new variant.

ClickFunnel Split Test
ClickFunnels Split Test

At your funnel creation page, simply click the split test button on the center of the page to create a variant. Then, you can also use the slider to decide how you want the traffic to flow between the variants.

When you find a clear winner, you can declare a winner and focus on the variant.

Mistakes to Avoid in Split Test

Limited sample size

This is one common mistake where you conclude too fast. The data might seem convincing that one variant is clearly the winner. But then, you need to know also, the amount of traffic sent to your sales funnel. For example, a sample size of 100 and 100,000 makes a huge difference when split testing.

You need to have an obvious winner before declaring it so your result is significant.

Testing one element a time

I already mentioned it in the beginning but it needs to be highlighted again here. Always limit to test one element at a time. Why is this important.

If you have more than 1 difference, you never know which changes had caused the improvement making it hard to decide which change caused the conversion rate improvement. This will make your test invalid.

Final Thought – Split test to success

Now, it’s your turn to start split test your page with different variants. Happy split testing.

If you are wondering, or looking for a tool that creates a sales funnel and is able to split tests easily, you can try ClickFunnels absolutely free for 14-days here. You only pay if you are satisfied after the trial period.