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You are here > Web Design > Web Site Design > 17.4.5. Split Run Testing
Split Run Testing
Both rotating content areas and entire Web pages allow you to conduct "split run" or "A/B" testing of different site designs, featured content, or special promotions to find out which one is more effective.
The table below illustrates how split run testing works with two test elements.
| Visitor Number |
1 |
2 |
3 |
4 |
| Test Element |
A |
B |
A |
B |
The table below illustrates how split run testing works with three test elements.
| Visitor Number |
1 |
2 |
3 |
4 |
5 |
6 |
| Test Element |
A |
B |
C |
A |
B |
C |
Here are some ideas on how you can use split run testing on your Web site:
- Visitor Retention Test
Test two or more home page designs to find out which one retains the most number of visitors.
- Customer Conversion Test
Find out whether the position of the "Buy" or "Order" on different areas of a Web page can improve the customer conversion rate.
I read somewhere that Dell.com's marketing department discovered some surprising results with this test. Unfortunately, I don't have the results of that test. If you do, please let me know!
- Link Test
If visitors are not clicking on a link, use split run testing to see if a change of the wording of the link can improve its click-through rate
Can Homepage Navigation be Different? >>>
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