Split Testing

Split testing

What is split testing?

Split testing, commonly referred to as A/B testing, allows marketers to compare two different versions of a web page — a control (the original) and variation — to determine which performs better, with the goal of boosting conversions.

Ideally, there will be only one difference between the two pages so the tester can understand the reason behind the change in performance.

After generating traffic to both, you find that the variation produces more conversions than the original. Since there’s only one difference between the two pages, you can be confident about the reason for the lift.

At UnchainedCarrot we are aware that when you don’t have lots of time, traffic, and staff at your disposal, or you’re doing a major redesign, “change only one element per test” isn’t practical advice.



What can be changed for a split test


  • Visual elements: pictures, videos, and colors
  • Text: headlines, calls to action, and descriptions

Some split testing best practices include:
