Ever wondered if your marketing could be working harder for you? You’re getting some results, but what if it could be better? A lot better?
Enter split testing.
Now, I know what you’re thinking: “Oh no, this sounds complicated and techy.” But I promise, it’s not. And it could be the easiest way to squeeze more leads, sales, and profit out of what you’re already doing.
Let me explain…
What Is Split Testing?
Split testing – also called A/B testing – is when you take two versions of something and test them against each other to see which performs better.
Here’s where it’s commonly used:
- Landing Pages: Especially pages where you drive paid traffic from Google Ads or Facebook Ads. You test things like layout, headlines, calls-to-action, or even images.
- Emails: Not getting the open rates you want? Test different subject lines to see what grabs attention.
- Calls-to-Action (CTAs): Simple tweaks like changing a button from “Submit” to “Get Your Free Guide” can make a big difference.
- Offers: Sometimes it’s not the page, it’s the offer itself. You can test a percentage discount versus a fixed price saving, a free trial versus a one-time bonus, or even a “Buy One, Get One Free” deal compared to a straight 50% off.
The process is simple:
- Split your audience in half.
- Show Version A to one half, and Version B to the other.
- Track which version performs better – whether that’s clicks, leads, sales, or something else.
It’s all about small, measurable changes that stack up to BIG results.
From Good to Great: How We Turned an 8% Conversion Rate into 26%
One of my clients had a reasonable ad campaign with leads consistently coming in – but they wanted more. Understandably – I mean, who doesn’t?
They’d been running Google Ads to a landing page, and the page was converting at 8%. Now, for those who don’t speak “marketing lingo,” that means:
- For every 100 people who landed on the page, 8 people took action (like filling out a form or signing up).
This is called your on-page conversion rate – the percentage of people who convert once they’re on your page.
But here’s the thing – 8% might sound decent, but I knew we could do better. Why settle for good when you can aim for great?
So we decided to split test a new version of the landing page.
- Version A: The original page.
- Version B: A new version with a more streamlined layout, stronger copy, and a clear, simpler call-to-action.
The result? 26% conversion rate.
Yep, we went from 8% to 26%. That’s over 3x the conversions without spending a single extra penny on ads.
Let’s Put That Into Perspective
Imagine you’re driving 1,000 visitors to that page.
- At 8%, you get 80 leads.
- At 26%, you get 260 leads.
Now let’s say each lead is worth £1,000 to your business.
- At 8%, that’s £80,000 in sales.
- At 26%, that’s £260,000 in sales.
Same traffic, same ad spend – just a better-performing page. That’s the power of split testing.
Why Split Testing Is Worth the Effort
The truth is, most businesses “set it and forget it.” They create a landing page, send some traffic, and hope for the best.
But marketing isn’t about hoping – it’s about improving. Split testing allows you to:
- Get more leads or sales without spending more money.
- Lower your cost per acquisition (what it costs to get each new lead or sale).
- Stop guessing what your audience wants and start using real data to make decisions.
And you don’t have to overhaul everything. Even small changes – a headline, a button, a call-to-action – can make a huge difference.
A Quick Warning: Split Testing Only Works if You Track Everything
Before you jump into split testing, there’s one important thing you need to know: you need good data.
Here’s what I mean:
- You need to track where your leads are coming from.
- You need to know which leads actually convert into sales.
- You need the right tools in place to measure the impact of your tests.
Otherwise, you’re just guessing (and we’re not about that here).
Split testing only works when you have clear, accurate data to compare. If you’re running ads, this means proper tracking through tools like Google Analytics, UTM links, or CRM systems that show you the full picture.
Without good data, you’re flying blind.
Ready to Get Results Like This?
If you’re spending money on ads or sending traffic to a landing page, it’s time to stop settling for “okay” results. Let’s work together to identify opportunities, split test what matters, and turn your marketing into a well-oiled lead-generating machine.
Book a discovery call today, and let’s see where we can start improving your results.
Because good marketing isn’t about guessing. It’s about testing.
In Summary…
1. What is split testing in marketing?
Split testing, also known as A/B testing, is a method where two versions of a marketing asset (like a landing page, ad, or email) are tested to see which one performs better.
2. Why is split testing important?Split testing helps businesses improve results – like more leads or sales – by testing small changes and identifying what works best based on real data.
3. How do you split test?
To run a split test:
- Create two versions of the asset (Version A and Version B).
- Split your audience so half sees A and half sees B.
- Track which version delivers better results, like clicks or conversions.
4. What can you split test?
You can split test landing pages, email subject lines, calls-to-action (CTAs), headlines, images, and even the offers you present to your audience.
5. How does split testing improve conversion rates?
Split testing identifies what resonates most with your audience. Small changes, like tweaking copy, layout, or CTAs, can dramatically increase the number of people who take action.
