You’ve likely heard someone promote split testing as a panacea for improving conversions -- “change a button color,” they say, “and your conversions will magically skyrocket!” Sometimes changing buttons DOES lead to big impacts -- but often, tests require more planning, intentionality, and resources.
When split testing, one-size-does-not-fit-all. Your approach depends on your traffic volume, conversion rates, and ability to quickly design and develop.
If your site doesn’t get massive traffic, split testing should still serve as a key component of your strategy. Rather than making small tweaks, though, consider aiming for home runs -- drastically different experiences than what you currently have. When launching these, fight the urge to throw away your old version and to only start iterating only on the new. Here’s one way we test two entirely different applications.
If you’re fortunate enough to have high traffic, test early and often: some of our biggest wins have come from tests that were almost afterthoughts. In testing every low-barrier idea you can, you’ll increase your chances that some will have big impacts and useful learnings.
For more, check out the Wildlife Conservation Society zoos and aquarium sites -- some of our most-tested projects.