Website split testing is an invaluable tool for determining what elements of a page, product page, call to action, or email will most effectively resonate with a specific audience. It eliminates guesswork and allows for the fastest way to make data-driven decisions that drive conversions and increase revenue.

Before beginning a split test, identify an element of your site or advertising campaign that you believe needs improvement. This could be anything from a CTA button color to the text of an email to a landing page design. Read more conversionteam.com

Once you’ve identified what you want to test, use a split testing tool like VWO to set up two variants of the page or content you’re looking to optimize. Then, send half of your audience to the control version and the other half to the variation. Over time, the software will collect data and indicate a winner based on a statistically significant difference in the key metrics you’ve defined (e.g., 20% more form submissions on a landing page).

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Once you have a clear understanding of which version is performing better and how well it’s doing so, apply the successful changes to your website or advertisement on a wider scale. But don’t forget, there’s no one-size-fits-all button color or number of fields on a landing page that will produce the most conversions. What works for a company like Moz might not work for you, and what works for an e-commerce website might not work for another. It all depends on your audience and the context of the test.