Don’t forget…

Split testing is something you can only do if you have traffic – whether free or paid. You need enough visitors to generate data that will allow you to make statistically significant decisions rather than going with your gut feeling.

3 Powerful Testing Tools That I Love & Use Myself

Before diving into what to test, let’s quickly cover some tools that can help. These are all tools I’ve used myself and highly recommend. 

• Visual Website Optimizer (vwo.com) – A comprehensive testing platform
• Google Analytics – Has split testing features built-in, and it’s completely free
• Ad platforms like Facebook – They’ll tell you exactly which of your ads are performing better. Check out the Meta Ads Library for a great look at what’s converting.

These tools give you all the data you could possibly need to make informed decisions based on statistics rather than hunches.

Now, let’s dive into the 10 most effective elements to test:

1. Headlines and Copy

Your headline is the number one text element that impacts page performance because it’s the first thing people see. It either resonates with visitors or it doesn’t.

When testing headlines, try different approaches:

• Benefit-driven vs. curiosity-based
• Long vs. short
• Question vs. statement

If you’re just getting started with split testing, make changes to one element of the headline at a time. As you get more experienced, you can try multivariate testing where you change multiple elements simultaneously.

2. Call-to-Action Buttons

Your call-to-action (CTA) button is where you’re telling someone to do something like “Buy Now,” “Add to Cart,” “Sign Up,” or “Get Started.”

Here’s what you can test:

• Button color – Different colors evoke different psychological responses
• Button text – Is “Buy Now” better than “Add to Cart”? Test to find out
• Placement – Is it better to have the CTA near the top of the page or further down?
• Design – Test a text link versus something that looks more like a button to press

3. Price Points

This is an area where testing can yield surprising results. 

Sometimes raising your price can actually increase conversions, possibly because a higher price creates higher perceived value.

Watch for psychological barriers in pricing. For example:

• Going from $99 to $101 crosses a psychological barrier that might dramatically impact conversions
• Going from $91 to $99 might have minimal impact on conversion rate while increasing revenue by nearly 10%

Sometimes it’s okay to accept fewer sales if you’re earning so much more for each sale. The optimal combination of sales volume and profit per sale is what you’re looking for.

4. Website Design and Layout

The overall design and structure of your website significantly impact user behavior. Consider testing:

• Where to put navigational menus
• Color schemes (different colors generate different reactions)
• Fonts and typography
• Overall layout
• Horizontal vs. vertical navigation

Use heat maps to see where people are clicking and scrolling. Recording tools that capture user sessions can provide incredibly insightful data about how visitors interact with your site.

5. Product Images and Videos

The visuals you use can make or break your conversion rate, especially for e-commerce.

Compare professional photos against amateur ones, and you’ll see an enormous difference not just in conversion rate from your page, but also from search results.

Test variations like:

• Lifestyle images vs. product-only images (e.g., headphones alone or on someone’s head)
• Different backgrounds (white background vs. contextual setting)
• Short animated clips vs. longer explanatory videos
• Multiple angles vs. single hero shot

6. Email Marketing Elements

Email marketing provides a perfect opportunity for split testing, with the subject line being the element that will give you the most bang for your buck.

Test variations such as:

• Subject line (blind vs. explicit)
• From name (“Aidan” vs. “Aidan from Growth Booth”)
• Personalization (using the recipient’s name vs. not using it)
• Content layout and format

A blind subject line might be something like “You’ll never believe this amazing tool I just discovered” while an explicit one could be “ChatGPT: The most amazing AI tool ever.”

7. Landing Pages

Landing pages combine many elements we’ve already discussed, but they deserve special attention because they’re often the first impression visitors have of your offer.

Test different approaches:

• Long-form vs. short-form content
• Video-based vs. text-based presentations
• Single-column vs. multi-column layouts
• Testimonial placement and quantity

For simple squeeze pages (with just a small block of text and an opt-in form), testing is fairly straightforward. 

For longer sales letters, focus on testing one element at a time.

8. Advertisements

Ads are one of the easiest things to split test because most major platforms like Google and Facebook have built-in testing capabilities.

Beyond just measuring clicks, focus on which ads drive actual results. An ad that gets fewer clicks but better qualified leads may perform better overall than one with a high click-through rate but poor conversion.

For example, a specific ad saying “Buy the #1 podcasting microphone” might get a lower click-through rate than something more vague, but could result in higher sales by pre-qualifying visitors.

9. Checkout Process

The checkout process is where many sales are won or lost. Small changes can have a significant impact on abandonment rates.

Test elements like:

• Security badges (showing that orders are protected)
• Payment options (PayPal, credit card, etc.)
• Single-page vs. multi-step checkout
• Progress indicators for multi-step processes
• Free shipping vs. paid shipping

Pay special attention to abandonment rates. If many people get to checkout but leave, it could indicate issues like an overwhelming form or unexpected shipping costs.

10. Mobile Optimization

With more people using mobile devices to browse websites than ever before, mobile optimization is crucial.

Test different aspects of your mobile experience:

• Navigation menu styles
• Overall responsiveness
• Load times (even half a second difference can impact performance)
• One-column vs. two-column layouts

The Step-by-Step Blueprint: How to Implement These Tests Without Getting Overwhelmed

You don’t need to implement all these tests at once. Start with one element that you believe could have the biggest impact, then move on to others.

Remember these key principles:

1. Always have enough traffic to make statistically significant decisions
2. For beginners, change one element at a time
3. Make sure you’re tracking the right metrics for your goals
4. Be patient and let tests run their full course

The Unfair Advantage: Why Data-Driven Marketers Always Win

I wouldn’t be surprised if you can double or triple your conversions just by working through an iterative split testing campaign. Little by little, improving each element on your website creates compound effects that can transform underperforming pages into high-converting assets.

Remember – it’s better to be guided by data than gut feeling. 

Start monitoring your statistics today, identify your biggest opportunity for improvement, and run your first split test.

The difference between average and exceptional online businesses often comes down to this systematic approach to optimization. Those who test, win.