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Definition + How to Do It</h1><span data-test="text-content" class="sc-kLwhqv gEQrQk sc-eXlEPa jQsfVt"><p data-test="author"><a target="_blank" rel="noopener" role="link" href="/blog/user/sean-collins/">Sean Collins</a></p><span data-test="date">Nov 21, 2024</span><span data-test="time-to-read">10 min read</span></span><span data-test="contributors" class="sc-kLwhqv dJgXij">Contributors: <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/205718513/">Christine Skopec</a> and <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/217785329/">Simon Fogg</a></span></div><div class="sc-gKclnd jomabB sc-gyElHZ kMVYZt"><img src="https://static.semrush.com/blog/uploads/media/36/66/3666dfc6f7c01a1aefb83f898e0af67f/split-testing.svg" alt="Split Testing" width="340" height="248" data-test="image"/></div></div></div></div><div data-test="container" class="sc-gKclnd dmOGYZ"><div data-test="template-article-base" class="sc-gKclnd iBtQsf"><div class="sc-eldieg bMorKE"><div class="sc-kiIyQV gvatUw"><button class="sc-cLpAjG kFnqpz">Table of contents</button><button class="sc-cLpAjG kFnqpz"><svg aria-hidden="true" tabindex="-1" disabled="" class="___SIcon_pchrv_gg_ sc-iIUQWv flhuZi" data-ui-name="Share" width="16" height="16" viewBox="0 0 16 16" data-name="Share" data-group="m"><path d="M11.707 1.293a1 1 0 1 0-1.414 1.414L12.586 5H7a6 6 0 0 0-6 6v3a1 1 0 1 0 2 0v-3a4 4 0 0 1 4-4h5.586l-2.293 2.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4Z" shape-rendering="geometricPrecision"></path></svg>Share</button></div></div><div data-test="intersection-container" class="sc-gKclnd htfCox"><div class="sc-kTLmzF gsQNVL"><span data-test="top-left-share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="top-left-share-block" class="sc-gKclnd hcvUza"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fsplit-testing%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fsplit-testing%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22What+Is+Split+Testing%3F+Definition+%2B+How+to+Do+It%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fsplit-testing%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=What Is Split Testing? Definition + How to Do It%0D%0Ahttps://www.semrush.com/blog/split-testing/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div><div data-test="table-of-content" width="203" class="sc-iqVWFU bsrXeg"><p data-test="text-content" class="sc-kLwhqv deatxS sc-eWfVMQ hTSBMW">TABLE OF CONTENTS</p></div></div><div data-parse="true" class="sc-gKclnd eBribL sc-lkgTHX fnqfqY"><article class="sc-jlRLRk brDSho -table-of-content-show" data-test="article-body"><h2 id="what-is-split-testing">What Is Split Testing?</h2><p>Split testing (also called A/B testing) compares two versions of digital content—like webpages, emails, or ads—to see which version performs best.</p><p>In a split test, you create two versions of your content:</p><p><strong>Version A</strong> is your original (known as the "control") and is shown to one portion of your audience.</p><p><strong>Version B</strong> is the "variant" with one or more changes (new messaging, colors, or button placements) and is also shown to another portion of your audience.</p><p>The version that improves the <a href="https://www.semrush.com/blog/content-marketing-metrics/" style="text-decoration:none">content marketing metric</a> you’re focused on (conversions, engagement rate, etc.) becomes the winner.</p><p>For example, you can test two product <a href="https://www.semrush.com/blog/what-is-a-landing-page/" style="text-decoration:none">landing pages</a> by creating a variation that includes a testimonial or review ratings directly next to your primary <a href="https://www.semrush.com/blog/what-is-a-call-to-action/" style="text-decoration:none">call to action</a> (CTA)</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/64/68/64689447a03d5af43ecb88f7ba95ff13/b6329cc69d20c446ce58e8b795bd3770/AD_4nXcxHsu3arjhyOZoM3Fahk1JZxQuNjzjP9jsZl0S-KN3aBI9vH-MLmOY7RGT2U_48IgEHJSvwps-3T0eVbL5LhPB2CsreqyweND9yJ3rAYfBXGrVywAwKFxSnUHacXFjbzrpqfYyxA.webp" type="image/webp"/><img alt="Two side-by-side product pages. Version A shows a basic layout with product name, price, and no reviews. Version B includes product name, price, and a star rating reviews." data-original="https://static.semrush.com/blog/uploads/media/8f/35/8f350b1069b5a975ae9f56a2a6792eef/e9d380c7b35d61aa7fc21c173e26281e/original.png" height="927" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8f/35/8f350b1069b5a975ae9f56a2a6792eef/e9d380c7b35d61aa7fc21c173e26281e/AD_4nXcxHsu3arjhyOZoM3Fahk1JZxQuNjzjP9jsZl0S-KN3aBI9vH-MLmOY7RGT2U_48IgEHJSvwps-3T0eVbL5LhPB2CsreqyweND9yJ3rAYfBXGrVywAwKFxSnUHacXFjbzrpqfYyxA.png" width="1010"/></picture></figure><p>The winner can then become your go-to version.</p><h2 id="what-are-the-benefits-of-split-testing">What Are the Benefits of Split Testing?</h2><p>Here’s how split testing can directly benefit your business:</p><ul> <li style="list-style-type:disc"><strong>Drives better results</strong>: Running A/B tests gives you concrete data on what leads to better performance. And you can apply what you learn to future content.</li> <li style="list-style-type:disc"><strong>Guides decisions with real data</strong>: Testing small changes first allows you to make informed choices, minimizing the risk of losing customers or conversions if a change doesn’t deliver.</li> <li style="list-style-type:disc"><strong>Reveals high-impact changes</strong>: Testing one element at a time pinpoints which changes drive the biggest results, so you know exactly where to focus for maximum impact</li></ul><h2 id="how-to-conduct-a-split-test">How to Conduct a Split Test</h2><p>A split test might seem tricky at first, but you can set one up quickly by following these steps:</p><h3 id="1--identify-what-to-improve">1. Identify What to Improve</h3><p>Before you start testing, figure out what content you want to focus on and what you’re looking to improve.</p><p>Here are some examples of what you may want to improve based on the content type:</p><ul> <li style="list-style-type:disc"><strong>Emails</strong>: Test subject lines, preview text, and CTA placement to see what effect those changes have on <a href="https://www.semrush.com/blog/email-open-rates/" style="text-decoration:none">open rate</a>, <a href="https://www.semrush.com/blog/click-through-rate/" style="text-decoration:none">click-through rate</a> (CTR), or conversions </li> <li style="list-style-type:disc"><strong>Ads</strong>: Try different headlines, visuals, and CTAs to identify which combinations generate higher engagement and click-through rates</li> <li style="list-style-type:disc"><strong>Organic social media posts</strong>: Experiment with post formats (e.g., carousels vs. single images), messaging tones, or hashtags to increase likes, shares, and comments</li> <li style="list-style-type:disc"><strong>Landing pages</strong>: Experiment with different layouts, messaging, or visuals to discover which design keeps visitors engaged and increases conversions.</li> <li style="list-style-type:disc"><strong>Other website pages</strong>: Test variations in headline phrasing, content structure, or image placement on these key pages to discover what encourages users to explore further</li></ul><p>Now, let’s go over some ways you can identify exactly what it is you want to improve (this isn’t an exhaustive list—it depends on the content type):</p><h4 id="use-google-analytics-4">Use Google Analytics 4</h4><p><a href="https://analytics.google.com/analytics/web/" style="text-decoration:none">Google Analytics 4</a> (GA4) is a free tool that tracks website traffic and user behavior, so it can help you discover which pages perform well and which need improvement.</p><p>To find good webpage candidates for split testing, head to “<strong>Reports</strong>” > “<strong>Life cycle</strong>” > “<strong>Engagement</strong>” > “<strong>Pages and screens</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/ac/1d/ac1dc53671885de4081eee8f928723d4/93d1a49e5c2527a35f26a95f6b31dc06/AD_4nXciZmaq7PPs-StTzf263Z-26Aoa-tHZKRFwrVZ4p98t6QULN8KOUhbYPe7JFP2Jlaj9Ol64cozcS60BxtqFpXoLpaDouupdeXxXdyLNxiC-l_Pfedwe6kfcW131DTngldrSeUfo9A.webp" type="image/webp"/><img alt="Navigating to the "Pages and screens" report by selecting it from "Engagement" drop-down under "Life cycle" on Google Ads." data-original="https://static.semrush.com/blog/uploads/media/bc/f0/bcf0bbf0c4336c051351f4af09534f0b/58b9ea8d2d52d64ebd44b9c50c9919a0/original.jpeg" height="1278" loading="lazy" src="https://static.semrush.com/blog/uploads/media/bc/f0/bcf0bbf0c4336c051351f4af09534f0b/58b9ea8d2d52d64ebd44b9c50c9919a0/AD_4nXciZmaq7PPs-StTzf263Z-26Aoa-tHZKRFwrVZ4p98t6QULN8KOUhbYPe7JFP2Jlaj9Ol64cozcS60BxtqFpXoLpaDouupdeXxXdyLNxiC-l_Pfedwe6kfcW131DTngldrSeUfo9A.jpeg" width="1010"/></picture></figure><p>You’ll see a table showing data like:</p><ul> <li style="list-style-type:disc"><strong>Views</strong>: The number of visits to a page</li> <li style="list-style-type:disc"><strong>Active users</strong>: Users who have engaged meaningfully with your site or app, by staying on the page for over 10 seconds, by viewing at least one more page, or by completing key events (conversions)</li> <li style="list-style-type:disc"><strong>Views per active user</strong>: The average number of times each active user viewed this specific page</li> <li style="list-style-type:disc"><strong>Average engagement time per active user</strong>: The average time an active user spends engaging with the content, indicating how informative or compelling the page is</li> <li style="list-style-type:disc"><strong>Key events</strong>: Important actions like clicks and purchases (Make sure you’ve set up <a href="https://www.semrush.com/blog/ga4-conversions/" style="text-decoration:none">conversion tracking</a> to accurately measure this.)</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/a2/7b/a27bcf2751a87362a903f4093b513616/e9039f6ab155ef2d611a63a71d9846f1/AD_4nXeE4z4ytjJwbVzAjjDmBwB8EzUAkVfhsg1SgtNi5kiVU3IFNaSRtj1KE3mhXdtj_Qmto-lr5papJnMsRVOAxfjebSW-arzguU8yfjbjcE9i6O0InT9KVjq0xF6WN77IcC5wjotNgw.webp" type="image/webp"/><img alt="Pages and screens report with the metrics at the top highlighted: views, active users, view per active user, average engagement time, etc." data-original="https://static.semrush.com/blog/uploads/media/6c/e4/6ce4c81f82e41fec04c070d18456c147/d34f4bf4935c1a4c3891a2400b822103/original.jpeg" height="921" loading="lazy" src="https://static.semrush.com/blog/uploads/media/6c/e4/6ce4c81f82e41fec04c070d18456c147/d34f4bf4935c1a4c3891a2400b822103/AD_4nXeE4z4ytjJwbVzAjjDmBwB8EzUAkVfhsg1SgtNi5kiVU3IFNaSRtj1KE3mhXdtj_Qmto-lr5papJnMsRVOAxfjebSW-arzguU8yfjbjcE9i6O0InT9KVjq0xF6WN77IcC5wjotNgw.jpeg" width="1010"/></picture></figure><p>What can you do with the data?</p><p>Focus first on identifying pages with a high number of views but with low engagement or conversion rates. Because this suggests elements like content, <a href="https://www.semrush.com/academy/templates/persuasive-page-format/" style="text-decoration:none">page layout,</a> or CTAs could be improved. </p><p>Experiment with split testing on these pages to find what better engages visitors and encourages them to take action.</p><h4 id="gather-feedback">Gather Feedback</h4><p>Gathering audience feedback is crucial for pinpointing areas of confusion or friction in your content that you can address through testing. </p><p>Here are a few ways to gather feedback:</p><ul> <li style="list-style-type:disc"><strong>Post-purchase surveys</strong>: After a user completes a purchase, include a brief survey on the confirmation page asking if anything was unclear or frustrating during the buying process</li> <li style="list-style-type:disc"><strong>On-site polls</strong>: Ask visitors who abandon their carts or are leaving key pages about what prevented them from completing the action using an exit-intent pop-up</li> <li style="list-style-type:disc"><strong>Email feedback</strong>: Include a simple feedback request in your newsletter that asks readers what topics or features they’d like to see more of in the future</li> <li style="list-style-type:disc"><strong>Social media polls</strong>: Use your social channels to poll your audience on what they find most valuable to help you fine-tune your content to their preferences</li></ul><p>Depending on your method and the content it focuses on, consider whether broad or specific feedback will be more useful. </p><p>Broad feedback (like open-ended survey questions) can uncover unexpected insights that guide your strategy. </p><p>Alternatively, focused questions—such as a social media poll asking your audience to choose between four color options—can help you make quick and specific adjustments to your content.</p><h4 id="use-google-ads-or-meta-ads-manager-to-find-low-performing-campaigns">Use Google Ads or Meta Ads Manager to Find Low-Performing Campaigns</h4><p>Review your ad-related data in Google Ads or Meta Ads Manager to identify ads with high impressions (the number of times your ad was shown) but low CTRs or conversions. </p><p>This can indicate that your copy, visuals, or CTAs may need adjustment. Once you identify what you want to adjust, run split tests to find the most effective changes. </p><p>You can find metrics you want to improve (like impressions, CTR, and conversion rate) in Google Ads. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/0f/3d/0f3d5c581d1cf04ae13bfcb77680a83a/05a8f8086ef7ed1a2807bcfc85dfce35/AD_4nXeZfSbJkp96DLPiEf8Xc4YjwyqHdAdlLbtA_Wgrj9pEHS-6g_cNeW2-26OHvZOzmMfJglAUzic2lyIuY74i9bVo2bYw6rx0XBEU-fWWdb-PQWBIXWt2J1-bPO-VeIZLzGumxDbCKg.webp" type="image/webp"/><img alt="Metrics like clicks, impressions, CTR, and conversion rate highlighted on top of the "Ad group" table in the Google Ads manager." data-original="https://static.semrush.com/blog/uploads/media/dc/dc/dcdc98f6749f1631b8bdeb6f9fcdd19e/a20bd9eb2ae081e76bbd04d596d264a5/original.jpeg" height="412" loading="lazy" src="https://static.semrush.com/blog/uploads/media/dc/dc/dcdc98f6749f1631b8bdeb6f9fcdd19e/a20bd9eb2ae081e76bbd04d596d264a5/AD_4nXeZfSbJkp96DLPiEf8Xc4YjwyqHdAdlLbtA_Wgrj9pEHS-6g_cNeW2-26OHvZOzmMfJglAUzic2lyIuY74i9bVo2bYw6rx0XBEU-fWWdb-PQWBIXWt2J1-bPO-VeIZLzGumxDbCKg.jpeg" width="1010"/></picture></figure><p>Similar metrics can be found in your Meta Ads Manager account.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/8b/13/8b13a0f7fe95afd48e68f9486f9426ce/a90bf55a2bc54d2e4a5875bfe746fd8d/AD_4nXeXMOR_mHat0bVFzrqwNk7YPeTmGejkm7p913FVxgIyORjfhEEmtPHwf9vFwHvUOXsXJA19oJWRrQTo3eAVNJG1IS81Tgth5A1vIUyVdWrVQp2w7bKBQRXVvHi7BRmU8U_SeTEoLQ.webp" type="image/webp"/><img alt="Metrics like clicks, impressions, CTR, and conversion rate highlighted on top of the "Ads" table in the Meta Ads Manager." data-original="https://static.semrush.com/blog/uploads/media/3a/74/3a74eae999fc87ebf868525c4fb23957/a904d76204297ea423a23df7b0fb1889/original.jpeg" height="341" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3a/74/3a74eae999fc87ebf868525c4fb23957/a904d76204297ea423a23df7b0fb1889/AD_4nXeXMOR_mHat0bVFzrqwNk7YPeTmGejkm7p913FVxgIyORjfhEEmtPHwf9vFwHvUOXsXJA19oJWRrQTo3eAVNJG1IS81Tgth5A1vIUyVdWrVQp2w7bKBQRXVvHi7BRmU8U_SeTEoLQ.jpeg" width="1010"/></picture></figure><h3 id="2--form-a-hypothesis">2. Form a Hypothesis</h3><p>Once you identify what needs improvement, it’s time to form a hypothesis on how you can boost your results based on what you already know about your audience and the content they do like.</p><p>(You might want to revisit the tools in the last section to make certain you know which pieces perform well and what tactics they use.) </p><p>For example, imagine you found a product page with a high traffic volume but few conversions. And after analyzing high-performing product pages, you notice they include more customer testimonials. </p><p>You could hypothesize that adding testimonials to the low-performing page will increase conversions.</p><p>Do this for all the content types you want to improve and all the elements you could test. </p><p>Then, prioritize your hypotheses using an impact matrix with four quadrants:</p><ul> <li style="list-style-type:disc"><strong>Quick wins</strong>: High potential to drive impactful results with low effort</li> <li style="list-style-type:disc"><strong>Big bets</strong>: High potential to drive impactful results with high effort</li> <li style="list-style-type:disc"><strong>Fill-ins</strong>: Low potential to drive impactful results with low effort</li> <li style="list-style-type:disc"><strong>Thankless tasks</strong>: Low potential to drive impactful results with high effort </li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/08/38/083878cd3600f230a376987d42666784/4e63933f077afe2bc8809b7ec847eacd/AD_4nXf9MpmK0N_JwHXZVQTidUXpbvUJW8jsBcJ9XJYWMro_mLZf2smRy_JLzSqhe2v39DJSQWfY1fmuW5-ADtlRRoXpa11H14NAaCSqb1lbBoo6KA-g4a9Q9Wbe0mxuYSYhfnJjMRLLsGM4FxwMuoK3yelYeTo.webp" type="image/webp"/><img alt="Impact matrix with four quadrants: Quick wins, Big bets, Fill-ins, and Thankless tasks." data-original="https://static.semrush.com/blog/uploads/media/04/8e/048e5d8e842fae2829a9885c6a9f4176/7b6553863b9a6b036cf28ddc29ef9fbf/original.png" height="1600" loading="lazy" src="https://static.semrush.com/blog/uploads/media/04/8e/048e5d8e842fae2829a9885c6a9f4176/7b6553863b9a6b036cf28ddc29ef9fbf/AD_4nXf9MpmK0N_JwHXZVQTidUXpbvUJW8jsBcJ9XJYWMro_mLZf2smRy_JLzSqhe2v39DJSQWfY1fmuW5-ADtlRRoXpa11H14NAaCSqb1lbBoo6KA-g4a9Q9Wbe0mxuYSYhfnJjMRLLsGM4FxwMuoK3yelYeTo.png" width="1010"/></picture></figure><p>Choose what you want to test first based on this data and your available resources.</p><h3 id="3--run-the-test">3. Run the Test</h3><p>Once you’ve formed a hypothesis and selected something to test, it's time to create your variations and run the experiment. </p><p>Here are some tools to help do this for different content types:</p><ul> <li style="list-style-type:disc"><strong>GA4 with a third-party integration</strong>: Combine <a href="https://support.google.com/analytics/answer/12979533" style="text-decoration:none">GA4 with a third-party tool</a> to test webpage performance and view detailed results within GA4’s reporting. This allows you to analyze user interactions with each test variant and make data-driven decisions.</li> <li style="list-style-type:disc"><strong>Google Ads</strong>: For paid ads, <a href="https://ads.google.com/home/" style="text-decoration:none">Google Ads</a> offers built-in tools to test ad copy, images, and CTA buttons. Playing around with these elements lets you optimize for metrics like CTR, impressions, and conversions.</li> <li style="list-style-type:disc"><strong>Meta Business Suite</strong>: Run variations on content and visuals to test organic social posts across Facebook and Instagram. <a href="https://www.facebook.com/business/tools/meta-business-suite" style="text-decoration:none">Meta Business Suite</a> lets you track engagement, reach, and interactions to determine which posts resonate the most with your audience.</li> <li style="list-style-type:disc"><strong>Mailchimp</strong>: <a href="https://mailchimp.com/features/ab-testing/" style="text-decoration:none">Mailchimp’s A/B testing features</a> enable you to test subject lines, content, and CTA placement for email campaigns. So, it can help you discover what drives the most opens and clicks.</li> <li style="list-style-type:disc"><strong>Landing Page Builder</strong>: The <a href="https://www.semrush.com/app/landing-page-builder/" style="text-decoration:none">Landing Page Builder</a> app is ideal for creating and <a href="https://www.semrush.com/blog/a-b-testing-landing-pages/" style="text-decoration:none">split-testing landing pages</a> without coding knowledge. You can test variations of page layouts, headlines, and CTAs to find the best-performing design.</li></ul><p>To get started with Landing Page Builder, use the tools in the left- and right-hand menus to customize your landing page. </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/ed/f9/edf966197479a57efc91e8ecd60092ed/2f7a9775d42d5cd3be4e8dc9505d66c4/AD_4nXfYc12MOMQm67jV0LmLUyH5K-kE5fI3rOa_GfIRQsETNXvx8E9iooi3pHk4ykb5IoBk7G_pFnP2y92yw4VrxQ0_HwZZJ_B8megR7hao8pw9YMYpMxmC0fEoDmjEBM63LmJPNrPGQQ.webp" type="image/webp"/><img alt="Customization options highlighted on the left and right-hand side of the Landing page builder." data-original="https://static.semrush.com/blog/uploads/media/c2/ca/c2cac08698416fafe5581999a2433eb2/851a97a230315a8210d98a4dae0d74f9/original.jpeg" height="774" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c2/ca/c2cac08698416fafe5581999a2433eb2/851a97a230315a8210d98a4dae0d74f9/AD_4nXfYc12MOMQm67jV0LmLUyH5K-kE5fI3rOa_GfIRQsETNXvx8E9iooi3pHk4ykb5IoBk7G_pFnP2y92yw4VrxQ0_HwZZJ_B8megR7hao8pw9YMYpMxmC0fEoDmjEBM63LmJPNrPGQQ.jpeg" width="1010"/></picture></figure><p>When you’re satisfied with the design, click “<strong>Publish</strong>” to make it live.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/3b/e3/3be3e80464c9ede9a1a2ca8c4c15da6a/db83f975bbd188dbb1133d7345635f52/AD_4nXduWqvz5KtBBES1_2VH4_GWMaiqgjUgJvPUUK2DygQYpVXAgu6aoVgHV4jEdO6qrUa9qhs_RXY46Pf8ErnmjKxPZj9a-MPSFh-912EPoVJq2xzLC8siWW47zMtrInJMP66vborj9Q.webp" type="image/webp"/><img alt="The "Publish" button in the top-right corner of the Landing page builder highlighted." data-original="https://static.semrush.com/blog/uploads/media/d9/39/d939ff65064d748093e62fe0e7a3ccb0/3bea7e86d16e01281ff35aa0cec0ee6b/original.jpeg" height="774" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d9/39/d939ff65064d748093e62fe0e7a3ccb0/3bea7e86d16e01281ff35aa0cec0ee6b/AD_4nXduWqvz5KtBBES1_2VH4_GWMaiqgjUgJvPUUK2DygQYpVXAgu6aoVgHV4jEdO6qrUa9qhs_RXY46Pf8ErnmjKxPZj9a-MPSFh-912EPoVJq2xzLC8siWW47zMtrInJMP66vborj9Q.jpeg" width="1010"/></picture></figure><p>You can then change the URL of the provided link, publish the page to WordPress, or embed the page on your server.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/41/1f/411fd70ed42f90a34f6cfc367f6e575f/1ff938c04493cb8009da2c98b01a9154/AD_4nXfhOAsfkDKcej0QslV-B1khczlcn1hBhR8tDAaM9oh2xQDV2Ojy-ljnU3MxU5-V6kwtVnUckpFbeKO2qYnhJxYFGNKkYcxyTB1Xi75mQ1FFTpjvAiaR_kbFkYt7XyGeTIN1zlUDkA.webp" type="image/webp"/><img alt="Message after publishing a new page on the Landing page builder with options to change the URL, publish with WordPress, embed on a server, etc." data-original="https://static.semrush.com/blog/uploads/media/35/0f/350faba8805a2bbe23408725474c4505/2c94b059dbc65cfe0d9d3cdc07c261a6/original.jpeg" height="1118" loading="lazy" src="https://static.semrush.com/blog/uploads/media/35/0f/350faba8805a2bbe23408725474c4505/2c94b059dbc65cfe0d9d3cdc07c261a6/AD_4nXfhOAsfkDKcej0QslV-B1khczlcn1hBhR8tDAaM9oh2xQDV2Ojy-ljnU3MxU5-V6kwtVnUckpFbeKO2qYnhJxYFGNKkYcxyTB1Xi75mQ1FFTpjvAiaR_kbFkYt7XyGeTIN1zlUDkA.jpeg" width="1010"/></picture></figure><p>Once your main landing page is live, follow these steps to set up a test:</p><p>Go to the app’s main page and hover over your new landing page in the menu to reveal options. Click on the “<strong>Dashboard</strong>” button.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/13/66/1366d63b48cc0db5c6971a66f94483ca/e043b86fc65288c21b9c575c1ee810ff/AD_4nXcbvpS3swquJJGM4Dssn4sNQy1T_TXpFqR0EwFzuRFf5FXzp6QFIAVl-0TK-sfBHjG3MrPxm2M5pEJG2zSgJbo9zzn-CITQZFpazXC9JufPwyFM8G75tfPrMVAwCF2KZea49eTzxg.webp" type="image/webp"/><img alt="Landing page builder home with "Dashboard" next to a landing page highlighted." data-original="https://static.semrush.com/blog/uploads/media/3c/ce/3cce95801857e9846fcb563bb6c928e4/aee304b1bc1951bb645e18772d9e446b/original.jpeg" height="524" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3c/ce/3cce95801857e9846fcb563bb6c928e4/aee304b1bc1951bb645e18772d9e446b/AD_4nXcbvpS3swquJJGM4Dssn4sNQy1T_TXpFqR0EwFzuRFf5FXzp6QFIAVl-0TK-sfBHjG3MrPxm2M5pEJG2zSgJbo9zzn-CITQZFpazXC9JufPwyFM8G75tfPrMVAwCF2KZea49eTzxg.jpeg" width="1010"/></picture></figure><p>Next, click the “<strong>Optimization</strong>” tab.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/bf/78/bf782f4d3046c49bd57ad0fbc6376800/f9cc2f89244f689dc46c9a693b2e59c5/AD_4nXc8V684vYNezoirHJqsep7JvD6sJ3EKjha-aceFifw8nbtpMByqm5NDZbR9oTC-iji-AGd--anfocBeo71U_RaSsOzJ-AA6gdp9kOpeWaMSJq6MPOWkKpiskNxjLmrrOPhzSRIA4w.webp" type="image/webp"/><img alt="Dashboard for a page on the Landing Page Builder with the "Optimization" tab highlighted." data-original="https://static.semrush.com/blog/uploads/media/47/cf/47cf4e5414b13f834ab39b0efdcaa1ee/53f123c0945a3b87051be1a61aec4bcb/original.jpeg" height="759" loading="lazy" src="https://static.semrush.com/blog/uploads/media/47/cf/47cf4e5414b13f834ab39b0efdcaa1ee/53f123c0945a3b87051be1a61aec4bcb/AD_4nXc8V684vYNezoirHJqsep7JvD6sJ3EKjha-aceFifw8nbtpMByqm5NDZbR9oTC-iji-AGd--anfocBeo71U_RaSsOzJ-AA6gdp9kOpeWaMSJq6MPOWkKpiskNxjLmrrOPhzSRIA4w.jpeg" width="1010"/></picture></figure><p>Click the blue “<strong>Add new variant</strong>” button to open the drop-down menu. Choose “<strong>Duplicate the main variant</strong>” to create an alternate version of your page.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/5b/10/5b10fab7491962b8d1b541449adb0a47/493ab6971bdc0af6c6061c0a19d2165a/AD_4nXc_UdBWkSxO1ZhJrtixe8T-Yv5H6wHbyzTGId1KHUn38brekJkKCGnHsBNytO1EMYPVd9MtrDPGkR9qQUJTYWDAWARDfj1WqJffVHjJSHwOpfRocc3dgPpXCq8QecJJ4tOrvaDL.webp" type="image/webp"/><img alt=""Duplicate the main variant" selected from the "Add new variant" drop-down on the Optimization tab of the Landing Page Builder." data-original="https://static.semrush.com/blog/uploads/media/f7/49/f749e42cce17b207cc70d4671c033eb9/f5b3691a2d88672e3135d3f61eee7072/original.jpeg" height="738" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f7/49/f749e42cce17b207cc70d4671c033eb9/f5b3691a2d88672e3135d3f61eee7072/AD_4nXc_UdBWkSxO1ZhJrtixe8T-Yv5H6wHbyzTGId1KHUn38brekJkKCGnHsBNytO1EMYPVd9MtrDPGkR9qQUJTYWDAWARDfj1WqJffVHjJSHwOpfRocc3dgPpXCq8QecJJ4tOrvaDL.jpeg" width="1010"/></picture></figure><p>Make changes to the new variant—adjust the headline, images, CTAs, or other elements you want to test.</p><p><em><strong>Further reading</strong></em><em>: </em><a href="https://www.semrush.com/blog/landing-page-optimization/" style="text-decoration:none"><em>Landing Page Optimization: Best Practices & Tips</em></a></p><div></div><h3 id="4--measure-and-analyze-the-split-test-results">4. Measure and Analyze the Split Test Results</h3><p>Review the results provided by your split testing tool to determine which version performed better. </p><p>Look at the specific metrics you initially set out to improve to understand the impact of each variation.</p><p>But tools won’t analyze the results for you—you’ll need to do this yourself.</p><p>Here’s how to approach it:</p><ul> <li style="list-style-type:disc"><strong>Review your key metrics</strong>: Compare the control and variant based on the metrics you aimed to improve, such as conversions, click-through rates, or bounce rates</li> <li style="list-style-type:disc"><strong>Check for statistical significance (if available)</strong>: Many testing tools will indicate if the difference in performance is likely due to the changes you made rather than random chance. This can help you determine if your results are meaningful.</li> <li style="list-style-type:disc"><strong>Draw conclusions</strong>: If one version is a clear winner, implement it. If the results are unclear or there’s no winner, revisit your hypothesis and test a different element</li></ul><p>You can also use insights from your test to inform other campaigns and content. </p><p>For example, if a particular design or messaging approach performed better, consider using it in other ads, landing pages, or email campaigns. </p><p>Even if your test didn’t deliver a clear winner, you may have identified valuable trends or audience preferences that can guide future experiments.</p><h2 id="split-test-best-practices">Split Test Best Practices</h2><p>Here are essential tips to ensure your tests are reliable and actionable:</p><h3 id="testing-one-element-at-a-time">Testing One Element at a Time</h3><p>Testing just one variable helps you more accurately measure what impacts results—testing multiple elements makes it impossible to know what made a difference.</p><p>For example, <a href="https://www.semrush.com/company/stories/leafly/" style="text-decoration:none">Leafly used Semrush’s SplitSignal</a> tool to test the impact of changing "marijuana" to "weed" in the titles of 500 product pages. </p><p>The result? </p><p>During a 21-day test, clicks increased by 2.7%. After rolling out the change across the site, Leafly saw an overall 0.5% lift in CTR and gained an additional 418,000 Google clicks.</p><p>This single-word change helped them better match what users were looking for when they searched on Google (known as <a href="https://www.semrush.com/blog/search-intent/" style="text-decoration:none">search intent</a>—the reason behind a user's search). </p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/01/3e/013eafa708cf997c2fd7a90f311092b3/6c3fd4dbd64005bf420b88418866c003/AD_4nXcnZay_A4zuBNh2nRK_qcuzbOajiByThldO9PXY3JylnTbG4m5q3KDwx7ndOGdmnyeU-Mwmo6OzuMw1U70fNg2L30Jz7kW36vgK8Bii0l2NFgAR3wmilvoVW32m8WC4E7-LLVhtGg.webp" type="image/webp"/><img alt="Comparison of the control and variant meta titles with different wording for a split test by Leafly." data-original="https://static.semrush.com/blog/uploads/media/75/73/7573bd3bc31c771f4de0e7d7a6f3821b/bb08d506f609613bf7a0bd6f41a6fcc0/original.jpeg" height="910" loading="lazy" src="https://static.semrush.com/blog/uploads/media/75/73/7573bd3bc31c771f4de0e7d7a6f3821b/bb08d506f609613bf7a0bd6f41a6fcc0/AD_4nXcnZay_A4zuBNh2nRK_qcuzbOajiByThldO9PXY3JylnTbG4m5q3KDwx7ndOGdmnyeU-Mwmo6OzuMw1U70fNg2L30Jz7kW36vgK8Bii0l2NFgAR3wmilvoVW32m8WC4E7-LLVhtGg.jpeg" width="1010"/></picture></figure><h3 id="choosing-the-right-metrics">Choosing the Right Metrics</h3><p>Select metrics that align directly with your business goals and the type of content you’re testing to ensure your split tests drive meaningful results. </p><p>Here are a few key metrics to consider, depending on your goals and content type:</p><ul> <li style="list-style-type:disc"><strong>Conversion rate</strong>: Are visitors completing actions (e.g., sign-ups, purchases)?</li> <li style="list-style-type:disc"><strong>CTR</strong>: Are more people clicking your ads or on your webpages in search results?</li> <li style="list-style-type:disc"><strong>Engagement rate</strong>: Is your content resonating with your audience?</li> <li style="list-style-type:disc"><strong>Reach and impressions</strong>: Is your content reaching your intended audience? And how widely is it being viewed?</li> <li style="list-style-type:disc"><strong>Time on page</strong>: Are visitors spending enough time with your website content?</li> <li style="list-style-type:disc"><strong>Revenue/order value</strong>: Are your changes leading to increased sales or higher-value orders?</li></ul><p>By selecting metrics that reflect your business goals and align with each content type, you can measure success more accurately and draw actionable insights from your split tests.</p><h3 id="ending-your-test-too-early">Ending Your Test Too Early</h3><p>Ending a test shortly after launching is tempting when early results seem to confirm your hypothesis, but stopping too soon doesn’t account for factors that can skew your results. </p><p>Some of those factors include:</p><ul> <li style="list-style-type:disc">Time of day, week, month, or year</li> <li style="list-style-type:disc">Website visitors from different sources (search engines, email newsletters, or social media)</li> <li style="list-style-type:disc">Changes in mood or circumstance (tests at the start of the month might be picking up consumers who’ve just been paid)</li></ul><p>That’s why running your test until you reach statistical significance is ideal. Because it ensures the results are meaningful and not fluke.</p><p>The <a href="https://www.investopedia.com/terms/s/statistical-significance.asp" style="text-decoration:none">industry standard for statistical significance</a> is 95%. </p><p>If your confidence level is 95% or higher, you can pretty accurately say that your change likely caused the difference in performance.</p><p>But not all tests will reach statistical significance, especially with smaller sample sizes or subtle changes. </p><p>If results are inconclusive, try testing a different element, increasing your sample size, or refining your test parameters for clearer insights.</p><p>For example, if you tested new CTA copy but didn’t see a significant change, consider testing the placement or color of the CTA instead. </p><p>Or, if you ran the test on a small audience segment, try expanding the sample size to capture more data.</p><h3 id="keeping-your-target-audience-in-mind">Keeping Your Target Audience in Mind</h3><p>Design your experiments with your <a href="https://www.semrush.com/blog/target-audience/" style="text-decoration:none">target audience</a> in mind to ensure your test variations reflect their preferences and needs.</p><p>Let’s say your audience is a bit older and more conservative.</p><p>While using casual language and animated GIFs in an email or on a landing page might capture the attention of younger audiences, it could come across as unprofessional or distracting to your audience.</p><p>If you need to better understand your audience—their demographics, socioeconomic factors, and online behaviors—try <a href="https://www.semrush.com/analytics/one2target/" style="text-decoration:none">One2Target</a>.</p><p>For example, the “Demographics” report breaks your audience by age, gender, location, and more to give you insights that allow you to tailor your tests.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/34/57/345774f41ac35e59e9f19b14257ddeab/24c35e738b2b3b8dbb759866047fb711/AD_4nXeb12MgmFps21I8CYH-2eiSneNw49xrr949gjGn9RTbJslhS636Dfnu-ljZg1MwluuolG_bB8oFmCe-SdxIjzWjXlE44Ku9QizIGDdW7F4I0xj3pwXXCgXXU3oBXpoGajnysLw0IA.webp" type="image/webp"/><img alt="Demographics report on One2Target with the age and sex sections highlighted." data-original="https://static.semrush.com/blog/uploads/media/86/22/8622896341db95b8df7476b70ae0ad6e/f7310b55228e3a3d12ed7364e871bc4b/original.jpeg" height="741" loading="lazy" src="https://static.semrush.com/blog/uploads/media/86/22/8622896341db95b8df7476b70ae0ad6e/f7310b55228e3a3d12ed7364e871bc4b/AD_4nXeb12MgmFps21I8CYH-2eiSneNw49xrr949gjGn9RTbJslhS636Dfnu-ljZg1MwluuolG_bB8oFmCe-SdxIjzWjXlE44Ku9QizIGDdW7F4I0xj3pwXXCgXXU3oBXpoGajnysLw0IA.jpeg" width="1010"/></picture></figure><h2 id="drive-better-results-through-data-backed-testing">Drive Better Results Through Data-Backed Testing</h2><p>Split testing eliminates the guesswork of optimizing your content by providing clear, actionable insights. </p><p>With tools like <a href="https://www.semrush.com/apps/landing-page-builder/" style="text-decoration:none">Landing Page Builder</a>, you can speed up the process and view results to make informed decisions that improve performance.</p><p>Try it today.</p><div></div></article><div class="sc-gKclnd gIVKXH sc-jlsrNB fGSkWh"><span data-test="share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="share-block" class="sc-gKclnd jVrJcj"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fsplit-testing%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 24 24" 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Definition + How to Do It%0D%0Ahttps://www.semrush.com/blog/split-testing/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div></div><div class="sc-gKclnd kcZgbH right-article-section"><section class="sc-bSqaIl eNgeub"></section></div></div></div><div data-test="container" class="sc-gKclnd fYleTp"><div class="sc-gKclnd eYTkOv"><div data-test="wrapper-for-author-bio" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-subscription" class="sc-gKclnd hrZfTH"></div></div></div><div data-test="wrapper-for-more-on-this" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-trial" class="sc-gKclnd hrZfTH"></div></main><div data-test="wrapper-for-footer" class="sc-gKclnd hrZfTH"></div></div></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"canonicalSubdomain":"www","locale":"en","breakpoint":{"isPhone":false,"isTablet":false,"isDesktop":true},"page":{"id":7579,"status":"published","url":"split-testing","template":"article-base","title":"What Is Split Testing? Definition + How to Do It","preview":"Split testing is comparing two versions of the same content to see which performs best. Find out how to do it.","previewImage":"https://static.semrush.com/blog/uploads/media/36/66/3666dfc6f7c01a1aefb83f898e0af67f/split-testing.svg","socialImage":"https://static.semrush.com/blog/uploads/media/08/5a/085aa100e705664dc57d8b2d5a629468/split-testing-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/36/66/3666dfc6f7c01a1aefb83f898e0af67f/extra.png","altPreviewImage":"Split Testing","altSocialImage":"Split Testing","hidePreviewImage":0,"publishedAt":1671552780000,"editedAt":1732183140000,"metaTitle":"What Is Split Testing? Definition + How to Do It","metaDescription":"Split testing is comparing two versions of the same content to see which performs best. Find out how to do it.","schemaOrg":"{}","author":{"id":205421985,"alias":"sean-collins","name":"Sean Collins","photo":"https://static.semrush.com/blog/uploads/user/9f/4b/9f4bd7248c8a53cc51a4624b9df48f62/sean_collins.png","photoMask":"star","company":"It‘s Sean Collins","position":"SEO Consultant","bio":"Sean is the SEO Content Manager at Scoro, a work management platform that helps agencies streamline projects, finances, and resources. Previously, he served as Content Marketing Manager at Toggl and worked at a digital marketing agency providing SEO services for local, national, and international clients. Sean also works as an SEO consultant, helping B2B SaaS companies increase their revenue by turning clicks into cash.","socials":{"webSite":"https://itsseancollins.com/","twitter":"","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/seanpaulcollins/"},"isPublic":true,"expertise":[],"education":[]},"blocks":{"articleContent":{"code":"article-content","itemId":32419,"enabled":false,"value":[]}},"critical":{"article-content":{"id":32419,"content":"\u003ch2\u003eWhat Is Split Testing?\u003c/h2\u003e\u003cp\u003eSplit testing (also called A/B testing) compares two versions of digital content—like webpages, emails, or ads—to see which version performs best.\u003c/p\u003e\u003cp\u003eIn a split test, you create two versions of your content:\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eVersion A\u003c/strong\u003e is your original (known as the \"control\") and is shown to one portion of your audience.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eVersion B\u003c/strong\u003e is the \"variant\" with one or more changes (new messaging, colors, or button placements) and is also shown to another portion of your audience.\u003c/p\u003e\u003cp\u003eThe version that improves the \u003ca href=\"https://www.semrush.com/blog/content-marketing-metrics/\" style=\"text-decoration:none\"\u003econtent marketing metric\u003c/a\u003e you’re focused on (conversions, engagement rate, etc.) becomes the winner.\u003c/p\u003e\u003cp\u003eFor example, you can test two product \u003ca href=\"https://www.semrush.com/blog/what-is-a-landing-page/\" style=\"text-decoration:none\"\u003elanding pages\u003c/a\u003e by creating a variation that includes a testimonial or review ratings directly next to your primary \u003ca href=\"https://www.semrush.com/blog/what-is-a-call-to-action/\" style=\"text-decoration:none\"\u003ecall to action\u003c/a\u003e (CTA)\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/64/68/64689447a03d5af43ecb88f7ba95ff13/b6329cc69d20c446ce58e8b795bd3770/AD_4nXcxHsu3arjhyOZoM3Fahk1JZxQuNjzjP9jsZl0S-KN3aBI9vH-MLmOY7RGT2U_48IgEHJSvwps-3T0eVbL5LhPB2CsreqyweND9yJ3rAYfBXGrVywAwKFxSnUHacXFjbzrpqfYyxA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Two side-by-side product pages. Version A shows a basic layout with product name, price, and no reviews. Version B includes product name, price, and a star rating reviews.\" data-original=\"https://static.semrush.com/blog/uploads/media/8f/35/8f350b1069b5a975ae9f56a2a6792eef/e9d380c7b35d61aa7fc21c173e26281e/original.png\" height=\"927\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8f/35/8f350b1069b5a975ae9f56a2a6792eef/e9d380c7b35d61aa7fc21c173e26281e/AD_4nXcxHsu3arjhyOZoM3Fahk1JZxQuNjzjP9jsZl0S-KN3aBI9vH-MLmOY7RGT2U_48IgEHJSvwps-3T0eVbL5LhPB2CsreqyweND9yJ3rAYfBXGrVywAwKFxSnUHacXFjbzrpqfYyxA.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe winner can then become your go-to version.\u003c/p\u003e\u003ch2\u003eWhat Are the Benefits of Split Testing?\u003c/h2\u003e\u003cp\u003eHere’s how split testing can directly benefit your business:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDrives better results\u003c/strong\u003e: Running A/B tests gives you concrete data on what leads to better performance. And you can apply what you learn to future content.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eGuides decisions with real data\u003c/strong\u003e: Testing small changes first allows you to make informed choices, minimizing the risk of losing customers or conversions if a change doesn’t deliver.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eReveals high-impact changes\u003c/strong\u003e: Testing one element at a time pinpoints which changes drive the biggest results, so you know exactly where to focus for maximum impact\u003c/li\u003e\u003c/ul\u003e\u003ch2\u003eHow to Conduct a Split Test\u003c/h2\u003e\u003cp\u003eA split test might seem tricky at first, but you can set one up quickly by following these steps:\u003c/p\u003e\u003ch3\u003e1. Identify What to Improve\u003c/h3\u003e\u003cp\u003eBefore you start testing, figure out what content you want to focus on and what you’re looking to improve.\u003c/p\u003e\u003cp\u003eHere are some examples of what you may want to improve based on the content type:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eEmails\u003c/strong\u003e: Test subject lines, preview text, and CTA placement to see what effect those changes have on \u003ca href=\"https://www.semrush.com/blog/email-open-rates/\" style=\"text-decoration:none\"\u003eopen rate\u003c/a\u003e, \u003ca href=\"https://www.semrush.com/blog/click-through-rate/\" style=\"text-decoration:none\"\u003eclick-through rate\u003c/a\u003e (CTR), or conversions \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAds\u003c/strong\u003e: Try different headlines, visuals, and CTAs to identify which combinations generate higher engagement and click-through rates\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eOrganic social media posts\u003c/strong\u003e: Experiment with post formats (e.g., carousels vs. single images), messaging tones, or hashtags to increase likes, shares, and comments\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eLanding pages\u003c/strong\u003e: Experiment with different layouts, messaging, or visuals to discover which design keeps visitors engaged and increases conversions.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eOther website pages\u003c/strong\u003e: Test variations in headline phrasing, content structure, or image placement on these key pages to discover what encourages users to explore further\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eNow, let’s go over some ways you can identify exactly what it is you want to improve (this isn’t an exhaustive list—it depends on the content type):\u003c/p\u003e\u003ch4\u003eUse Google Analytics 4\u003c/h4\u003e\u003cp\u003e\u003ca href=\"https://analytics.google.com/analytics/web/\" style=\"text-decoration:none\"\u003eGoogle Analytics 4\u003c/a\u003e (GA4) is a free tool that tracks website traffic and user behavior, so it can help you discover which pages perform well and which need improvement.\u003c/p\u003e\u003cp\u003eTo find good webpage candidates for split testing, head to “\u003cstrong\u003eReports\u003c/strong\u003e” \u0026gt; “\u003cstrong\u003eLife cycle\u003c/strong\u003e” \u0026gt; “\u003cstrong\u003eEngagement\u003c/strong\u003e” \u0026gt; “\u003cstrong\u003ePages and screens\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/ac/1d/ac1dc53671885de4081eee8f928723d4/93d1a49e5c2527a35f26a95f6b31dc06/AD_4nXciZmaq7PPs-StTzf263Z-26Aoa-tHZKRFwrVZ4p98t6QULN8KOUhbYPe7JFP2Jlaj9Ol64cozcS60BxtqFpXoLpaDouupdeXxXdyLNxiC-l_Pfedwe6kfcW131DTngldrSeUfo9A.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Navigating to the \"Pages and screens\" report by selecting it from \"Engagement\" drop-down under \"Life cycle\" on Google Ads.' data-original=\"https://static.semrush.com/blog/uploads/media/bc/f0/bcf0bbf0c4336c051351f4af09534f0b/58b9ea8d2d52d64ebd44b9c50c9919a0/original.jpeg\" height=\"1278\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/bc/f0/bcf0bbf0c4336c051351f4af09534f0b/58b9ea8d2d52d64ebd44b9c50c9919a0/AD_4nXciZmaq7PPs-StTzf263Z-26Aoa-tHZKRFwrVZ4p98t6QULN8KOUhbYPe7JFP2Jlaj9Ol64cozcS60BxtqFpXoLpaDouupdeXxXdyLNxiC-l_Pfedwe6kfcW131DTngldrSeUfo9A.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll see a table showing data like:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eViews\u003c/strong\u003e: The number of visits to a page\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eActive users\u003c/strong\u003e: Users who have engaged meaningfully with your site or app, by staying on the page for over 10 seconds, by viewing at least one more page, or by completing key events (conversions)\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eViews per active user\u003c/strong\u003e: The average number of times each active user viewed this specific page\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAverage engagement time per active user\u003c/strong\u003e: The average time an active user spends engaging with the content, indicating how informative or compelling the page is\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eKey events\u003c/strong\u003e: Important actions like clicks and purchases (Make sure you’ve set up \u003ca href=\"https://www.semrush.com/blog/ga4-conversions/\" style=\"text-decoration:none\"\u003econversion tracking\u003c/a\u003e to accurately measure this.)\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/a2/7b/a27bcf2751a87362a903f4093b513616/e9039f6ab155ef2d611a63a71d9846f1/AD_4nXeE4z4ytjJwbVzAjjDmBwB8EzUAkVfhsg1SgtNi5kiVU3IFNaSRtj1KE3mhXdtj_Qmto-lr5papJnMsRVOAxfjebSW-arzguU8yfjbjcE9i6O0InT9KVjq0xF6WN77IcC5wjotNgw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Pages and screens report with the metrics at the top highlighted: views, active users, view per active user, average engagement time, etc.\" data-original=\"https://static.semrush.com/blog/uploads/media/6c/e4/6ce4c81f82e41fec04c070d18456c147/d34f4bf4935c1a4c3891a2400b822103/original.jpeg\" height=\"921\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/6c/e4/6ce4c81f82e41fec04c070d18456c147/d34f4bf4935c1a4c3891a2400b822103/AD_4nXeE4z4ytjJwbVzAjjDmBwB8EzUAkVfhsg1SgtNi5kiVU3IFNaSRtj1KE3mhXdtj_Qmto-lr5papJnMsRVOAxfjebSW-arzguU8yfjbjcE9i6O0InT9KVjq0xF6WN77IcC5wjotNgw.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWhat can you do with the data?\u003c/p\u003e\u003cp\u003eFocus first on identifying pages with a high number of views but with low engagement or conversion rates. Because this suggests elements like content, \u003ca href=\"https://www.semrush.com/academy/templates/persuasive-page-format/\" style=\"text-decoration:none\"\u003epage layout,\u003c/a\u003e or CTAs could be improved. \u003c/p\u003e\u003cp\u003eExperiment with split testing on these pages to find what better engages visitors and encourages them to take action.\u003c/p\u003e\u003ch4\u003eGather Feedback\u003c/h4\u003e\u003cp\u003eGathering audience feedback is crucial for pinpointing areas of confusion or friction in your content that you can address through testing. \u003c/p\u003e\u003cp\u003eHere are a few ways to gather feedback:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003ePost-purchase surveys\u003c/strong\u003e: After a user completes a purchase, include a brief survey on the confirmation page asking if anything was unclear or frustrating during the buying process\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eOn-site polls\u003c/strong\u003e: Ask visitors who abandon their carts or are leaving key pages about what prevented them from completing the action using an exit-intent pop-up\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eEmail feedback\u003c/strong\u003e: Include a simple feedback request in your newsletter that asks readers what topics or features they’d like to see more of in the future\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSocial media polls\u003c/strong\u003e: Use your social channels to poll your audience on what they find most valuable to help you fine-tune your content to their preferences\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eDepending on your method and the content it focuses on, consider whether broad or specific feedback will be more useful. \u003c/p\u003e\u003cp\u003eBroad feedback (like open-ended survey questions) can uncover unexpected insights that guide your strategy. \u003c/p\u003e\u003cp\u003eAlternatively, focused questions—such as a social media poll asking your audience to choose between four color options—can help you make quick and specific adjustments to your content.\u003c/p\u003e\u003ch4\u003eUse Google Ads or Meta Ads Manager to Find Low-Performing Campaigns\u003c/h4\u003e\u003cp\u003eReview your ad-related data in Google Ads or Meta Ads Manager to identify ads with high impressions (the number of times your ad was shown) but low CTRs or conversions. \u003c/p\u003e\u003cp\u003eThis can indicate that your copy, visuals, or CTAs may need adjustment. Once you identify what you want to adjust, run split tests to find the most effective changes. \u003c/p\u003e\u003cp\u003eYou can find metrics you want to improve (like impressions, CTR, and conversion rate) in Google Ads. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/0f/3d/0f3d5c581d1cf04ae13bfcb77680a83a/05a8f8086ef7ed1a2807bcfc85dfce35/AD_4nXeZfSbJkp96DLPiEf8Xc4YjwyqHdAdlLbtA_Wgrj9pEHS-6g_cNeW2-26OHvZOzmMfJglAUzic2lyIuY74i9bVo2bYw6rx0XBEU-fWWdb-PQWBIXWt2J1-bPO-VeIZLzGumxDbCKg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Metrics like clicks, impressions, CTR, and conversion rate highlighted on top of the \"Ad group\" table in the Google Ads manager.' data-original=\"https://static.semrush.com/blog/uploads/media/dc/dc/dcdc98f6749f1631b8bdeb6f9fcdd19e/a20bd9eb2ae081e76bbd04d596d264a5/original.jpeg\" height=\"412\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/dc/dc/dcdc98f6749f1631b8bdeb6f9fcdd19e/a20bd9eb2ae081e76bbd04d596d264a5/AD_4nXeZfSbJkp96DLPiEf8Xc4YjwyqHdAdlLbtA_Wgrj9pEHS-6g_cNeW2-26OHvZOzmMfJglAUzic2lyIuY74i9bVo2bYw6rx0XBEU-fWWdb-PQWBIXWt2J1-bPO-VeIZLzGumxDbCKg.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSimilar metrics can be found in your Meta Ads Manager account.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/8b/13/8b13a0f7fe95afd48e68f9486f9426ce/a90bf55a2bc54d2e4a5875bfe746fd8d/AD_4nXeXMOR_mHat0bVFzrqwNk7YPeTmGejkm7p913FVxgIyORjfhEEmtPHwf9vFwHvUOXsXJA19oJWRrQTo3eAVNJG1IS81Tgth5A1vIUyVdWrVQp2w7bKBQRXVvHi7BRmU8U_SeTEoLQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Metrics like clicks, impressions, CTR, and conversion rate highlighted on top of the \"Ads\" table in the Meta Ads Manager.' data-original=\"https://static.semrush.com/blog/uploads/media/3a/74/3a74eae999fc87ebf868525c4fb23957/a904d76204297ea423a23df7b0fb1889/original.jpeg\" height=\"341\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3a/74/3a74eae999fc87ebf868525c4fb23957/a904d76204297ea423a23df7b0fb1889/AD_4nXeXMOR_mHat0bVFzrqwNk7YPeTmGejkm7p913FVxgIyORjfhEEmtPHwf9vFwHvUOXsXJA19oJWRrQTo3eAVNJG1IS81Tgth5A1vIUyVdWrVQp2w7bKBQRXVvHi7BRmU8U_SeTEoLQ.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003e2. Form a Hypothesis\u003c/h3\u003e\u003cp\u003eOnce you identify what needs improvement, it’s time to form a hypothesis on how you can boost your results based on what you already know about your audience and the content they do like.\u003c/p\u003e\u003cp\u003e(You might want to revisit the tools in the last section to make certain you know which pieces perform well and what tactics they use.) \u003c/p\u003e\u003cp\u003eFor example, imagine you found a product page with a high traffic volume but few conversions. And after analyzing high-performing product pages, you notice they include more customer testimonials. \u003c/p\u003e\u003cp\u003eYou could hypothesize that adding testimonials to the low-performing page will increase conversions.\u003c/p\u003e\u003cp\u003eDo this for all the content types you want to improve and all the elements you could test. \u003c/p\u003e\u003cp\u003eThen, prioritize your hypotheses using an impact matrix with four quadrants:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eQuick wins\u003c/strong\u003e: High potential to drive impactful results with low effort\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBig bets\u003c/strong\u003e: High potential to drive impactful results with high effort\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eFill-ins\u003c/strong\u003e: Low potential to drive impactful results with low effort\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eThankless tasks\u003c/strong\u003e: Low potential to drive impactful results with high effort \u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/08/38/083878cd3600f230a376987d42666784/4e63933f077afe2bc8809b7ec847eacd/AD_4nXf9MpmK0N_JwHXZVQTidUXpbvUJW8jsBcJ9XJYWMro_mLZf2smRy_JLzSqhe2v39DJSQWfY1fmuW5-ADtlRRoXpa11H14NAaCSqb1lbBoo6KA-g4a9Q9Wbe0mxuYSYhfnJjMRLLsGM4FxwMuoK3yelYeTo.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Impact matrix with four quadrants: Quick wins, Big bets, Fill-ins, and Thankless tasks.\" data-original=\"https://static.semrush.com/blog/uploads/media/04/8e/048e5d8e842fae2829a9885c6a9f4176/7b6553863b9a6b036cf28ddc29ef9fbf/original.png\" height=\"1600\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/04/8e/048e5d8e842fae2829a9885c6a9f4176/7b6553863b9a6b036cf28ddc29ef9fbf/AD_4nXf9MpmK0N_JwHXZVQTidUXpbvUJW8jsBcJ9XJYWMro_mLZf2smRy_JLzSqhe2v39DJSQWfY1fmuW5-ADtlRRoXpa11H14NAaCSqb1lbBoo6KA-g4a9Q9Wbe0mxuYSYhfnJjMRLLsGM4FxwMuoK3yelYeTo.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eChoose what you want to test first based on this data and your available resources.\u003c/p\u003e\u003ch3\u003e3. Run the Test\u003c/h3\u003e\u003cp\u003eOnce you’ve formed a hypothesis and selected something to test, it's time to create your variations and run the experiment. \u003c/p\u003e\u003cp\u003eHere are some tools to help do this for different content types:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eGA4 with a third-party integration\u003c/strong\u003e: Combine \u003ca href=\"https://support.google.com/analytics/answer/12979533\" style=\"text-decoration:none\"\u003eGA4 with a third-party tool\u003c/a\u003e to test webpage performance and view detailed results within GA4’s reporting. This allows you to analyze user interactions with each test variant and make data-driven decisions.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eGoogle Ads\u003c/strong\u003e: For paid ads, \u003ca href=\"https://ads.google.com/home/\" style=\"text-decoration:none\"\u003eGoogle Ads\u003c/a\u003e offers built-in tools to test ad copy, images, and CTA buttons. Playing around with these elements lets you optimize for metrics like CTR, impressions, and conversions.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eMeta Business Suite\u003c/strong\u003e: Run variations on content and visuals to test organic social posts across Facebook and Instagram. \u003ca href=\"https://www.facebook.com/business/tools/meta-business-suite\" style=\"text-decoration:none\"\u003eMeta Business Suite\u003c/a\u003e lets you track engagement, reach, and interactions to determine which posts resonate the most with your audience.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eMailchimp\u003c/strong\u003e: \u003ca href=\"https://mailchimp.com/features/ab-testing/\" style=\"text-decoration:none\"\u003eMailchimp’s A/B testing features\u003c/a\u003e enable you to test subject lines, content, and CTA placement for email campaigns. So, it can help you discover what drives the most opens and clicks.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eLanding Page Builder\u003c/strong\u003e: The \u003ca href=\"https://www.semrush.com/app/landing-page-builder/\" style=\"text-decoration:none\"\u003eLanding Page Builder\u003c/a\u003e app is ideal for creating and \u003ca href=\"https://www.semrush.com/blog/a-b-testing-landing-pages/\" style=\"text-decoration:none\"\u003esplit-testing landing pages\u003c/a\u003e without coding knowledge. You can test variations of page layouts, headlines, and CTAs to find the best-performing design.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eTo get started with Landing Page Builder, use the tools in the left- and right-hand menus to customize your landing page. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/ed/f9/edf966197479a57efc91e8ecd60092ed/2f7a9775d42d5cd3be4e8dc9505d66c4/AD_4nXfYc12MOMQm67jV0LmLUyH5K-kE5fI3rOa_GfIRQsETNXvx8E9iooi3pHk4ykb5IoBk7G_pFnP2y92yw4VrxQ0_HwZZJ_B8megR7hao8pw9YMYpMxmC0fEoDmjEBM63LmJPNrPGQQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Customization options highlighted on the left and right-hand side of the Landing page builder.\" data-original=\"https://static.semrush.com/blog/uploads/media/c2/ca/c2cac08698416fafe5581999a2433eb2/851a97a230315a8210d98a4dae0d74f9/original.jpeg\" height=\"774\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c2/ca/c2cac08698416fafe5581999a2433eb2/851a97a230315a8210d98a4dae0d74f9/AD_4nXfYc12MOMQm67jV0LmLUyH5K-kE5fI3rOa_GfIRQsETNXvx8E9iooi3pHk4ykb5IoBk7G_pFnP2y92yw4VrxQ0_HwZZJ_B8megR7hao8pw9YMYpMxmC0fEoDmjEBM63LmJPNrPGQQ.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eWhen you’re satisfied with the design, click “\u003cstrong\u003ePublish\u003c/strong\u003e” to make it live.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/3b/e3/3be3e80464c9ede9a1a2ca8c4c15da6a/db83f975bbd188dbb1133d7345635f52/AD_4nXduWqvz5KtBBES1_2VH4_GWMaiqgjUgJvPUUK2DygQYpVXAgu6aoVgHV4jEdO6qrUa9qhs_RXY46Pf8ErnmjKxPZj9a-MPSFh-912EPoVJq2xzLC8siWW47zMtrInJMP66vborj9Q.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='The \"Publish\" button in the top-right corner of the Landing page builder highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/d9/39/d939ff65064d748093e62fe0e7a3ccb0/3bea7e86d16e01281ff35aa0cec0ee6b/original.jpeg\" height=\"774\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d9/39/d939ff65064d748093e62fe0e7a3ccb0/3bea7e86d16e01281ff35aa0cec0ee6b/AD_4nXduWqvz5KtBBES1_2VH4_GWMaiqgjUgJvPUUK2DygQYpVXAgu6aoVgHV4jEdO6qrUa9qhs_RXY46Pf8ErnmjKxPZj9a-MPSFh-912EPoVJq2xzLC8siWW47zMtrInJMP66vborj9Q.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can then change the URL of the provided link, publish the page to WordPress, or embed the page on your server.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/41/1f/411fd70ed42f90a34f6cfc367f6e575f/1ff938c04493cb8009da2c98b01a9154/AD_4nXfhOAsfkDKcej0QslV-B1khczlcn1hBhR8tDAaM9oh2xQDV2Ojy-ljnU3MxU5-V6kwtVnUckpFbeKO2qYnhJxYFGNKkYcxyTB1Xi75mQ1FFTpjvAiaR_kbFkYt7XyGeTIN1zlUDkA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Message after publishing a new page on the Landing page builder with options to change the URL, publish with WordPress, embed on a server, etc.\" data-original=\"https://static.semrush.com/blog/uploads/media/35/0f/350faba8805a2bbe23408725474c4505/2c94b059dbc65cfe0d9d3cdc07c261a6/original.jpeg\" height=\"1118\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/35/0f/350faba8805a2bbe23408725474c4505/2c94b059dbc65cfe0d9d3cdc07c261a6/AD_4nXfhOAsfkDKcej0QslV-B1khczlcn1hBhR8tDAaM9oh2xQDV2Ojy-ljnU3MxU5-V6kwtVnUckpFbeKO2qYnhJxYFGNKkYcxyTB1Xi75mQ1FFTpjvAiaR_kbFkYt7XyGeTIN1zlUDkA.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOnce your main landing page is live, follow these steps to set up a test:\u003c/p\u003e\u003cp\u003eGo to the app’s main page and hover over your new landing page in the menu to reveal options. Click on the “\u003cstrong\u003eDashboard\u003c/strong\u003e” button.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/13/66/1366d63b48cc0db5c6971a66f94483ca/e043b86fc65288c21b9c575c1ee810ff/AD_4nXcbvpS3swquJJGM4Dssn4sNQy1T_TXpFqR0EwFzuRFf5FXzp6QFIAVl-0TK-sfBHjG3MrPxm2M5pEJG2zSgJbo9zzn-CITQZFpazXC9JufPwyFM8G75tfPrMVAwCF2KZea49eTzxg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Landing page builder home with \"Dashboard\" next to a landing page highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/3c/ce/3cce95801857e9846fcb563bb6c928e4/aee304b1bc1951bb645e18772d9e446b/original.jpeg\" height=\"524\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3c/ce/3cce95801857e9846fcb563bb6c928e4/aee304b1bc1951bb645e18772d9e446b/AD_4nXcbvpS3swquJJGM4Dssn4sNQy1T_TXpFqR0EwFzuRFf5FXzp6QFIAVl-0TK-sfBHjG3MrPxm2M5pEJG2zSgJbo9zzn-CITQZFpazXC9JufPwyFM8G75tfPrMVAwCF2KZea49eTzxg.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNext, click the “\u003cstrong\u003eOptimization\u003c/strong\u003e” tab.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/bf/78/bf782f4d3046c49bd57ad0fbc6376800/f9cc2f89244f689dc46c9a693b2e59c5/AD_4nXc8V684vYNezoirHJqsep7JvD6sJ3EKjha-aceFifw8nbtpMByqm5NDZbR9oTC-iji-AGd--anfocBeo71U_RaSsOzJ-AA6gdp9kOpeWaMSJq6MPOWkKpiskNxjLmrrOPhzSRIA4w.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='Dashboard for a page on the Landing Page Builder with the \"Optimization\" tab highlighted.' data-original=\"https://static.semrush.com/blog/uploads/media/47/cf/47cf4e5414b13f834ab39b0efdcaa1ee/53f123c0945a3b87051be1a61aec4bcb/original.jpeg\" height=\"759\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/47/cf/47cf4e5414b13f834ab39b0efdcaa1ee/53f123c0945a3b87051be1a61aec4bcb/AD_4nXc8V684vYNezoirHJqsep7JvD6sJ3EKjha-aceFifw8nbtpMByqm5NDZbR9oTC-iji-AGd--anfocBeo71U_RaSsOzJ-AA6gdp9kOpeWaMSJq6MPOWkKpiskNxjLmrrOPhzSRIA4w.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick the blue “\u003cstrong\u003eAdd new variant\u003c/strong\u003e” button to open the drop-down menu. Choose “\u003cstrong\u003eDuplicate the main variant\u003c/strong\u003e” to create an alternate version of your page.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/5b/10/5b10fab7491962b8d1b541449adb0a47/493ab6971bdc0af6c6061c0a19d2165a/AD_4nXc_UdBWkSxO1ZhJrtixe8T-Yv5H6wHbyzTGId1KHUn38brekJkKCGnHsBNytO1EMYPVd9MtrDPGkR9qQUJTYWDAWARDfj1WqJffVHjJSHwOpfRocc3dgPpXCq8QecJJ4tOrvaDL.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt='\"Duplicate the main variant\" selected from the \"Add new variant\" drop-down on the Optimization tab of the Landing Page Builder.' data-original=\"https://static.semrush.com/blog/uploads/media/f7/49/f749e42cce17b207cc70d4671c033eb9/f5b3691a2d88672e3135d3f61eee7072/original.jpeg\" height=\"738\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f7/49/f749e42cce17b207cc70d4671c033eb9/f5b3691a2d88672e3135d3f61eee7072/AD_4nXc_UdBWkSxO1ZhJrtixe8T-Yv5H6wHbyzTGId1KHUn38brekJkKCGnHsBNytO1EMYPVd9MtrDPGkR9qQUJTYWDAWARDfj1WqJffVHjJSHwOpfRocc3dgPpXCq8QecJJ4tOrvaDL.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eMake changes to the new variant—adjust the headline, images, CTAs, or other elements you want to test.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/landing-page-optimization/\" style=\"text-decoration:none\"\u003e\u003cem\u003eLanding Page Optimization: Best Practices \u0026amp; Tips\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/apps/landing-page-builder/\" show_input=\"false\" header=\"Start Split-Testing Landing Pages\" text=\"with the Landing Page Builder App\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch3\u003e4. Measure and Analyze the Split Test Results\u003c/h3\u003e\u003cp\u003eReview the results provided by your split testing tool to determine which version performed better. \u003c/p\u003e\u003cp\u003eLook at the specific metrics you initially set out to improve to understand the impact of each variation.\u003c/p\u003e\u003cp\u003eBut tools won’t analyze the results for you—you’ll need to do this yourself.\u003c/p\u003e\u003cp\u003eHere’s how to approach it:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eReview your key metrics\u003c/strong\u003e: Compare the control and variant based on the metrics you aimed to improve, such as conversions, click-through rates, or bounce rates\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCheck for statistical significance (if available)\u003c/strong\u003e: Many testing tools will indicate if the difference in performance is likely due to the changes you made rather than random chance. This can help you determine if your results are meaningful.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDraw conclusions\u003c/strong\u003e: If one version is a clear winner, implement it. If the results are unclear or there’s no winner, revisit your hypothesis and test a different element\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eYou can also use insights from your test to inform other campaigns and content. \u003c/p\u003e\u003cp\u003eFor example, if a particular design or messaging approach performed better, consider using it in other ads, landing pages, or email campaigns. \u003c/p\u003e\u003cp\u003eEven if your test didn’t deliver a clear winner, you may have identified valuable trends or audience preferences that can guide future experiments.\u003c/p\u003e\u003ch2\u003eSplit Test Best Practices\u003c/h2\u003e\u003cp\u003eHere are essential tips to ensure your tests are reliable and actionable:\u003c/p\u003e\u003ch3\u003eTesting One Element at a Time\u003c/h3\u003e\u003cp\u003eTesting just one variable helps you more accurately measure what impacts results—testing multiple elements makes it impossible to know what made a difference.\u003c/p\u003e\u003cp\u003eFor example, \u003ca href=\"https://www.semrush.com/company/stories/leafly/\" style=\"text-decoration:none\"\u003eLeafly used Semrush’s SplitSignal\u003c/a\u003e tool to test the impact of changing \"marijuana\" to \"weed\" in the titles of 500 product pages. \u003c/p\u003e\u003cp\u003eThe result? \u003c/p\u003e\u003cp\u003eDuring a 21-day test, clicks increased by 2.7%. After rolling out the change across the site, Leafly saw an overall 0.5% lift in CTR and gained an additional 418,000 Google clicks.\u003c/p\u003e\u003cp\u003eThis single-word change helped them better match what users were looking for when they searched on Google (known as \u003ca href=\"https://www.semrush.com/blog/search-intent/\" style=\"text-decoration:none\"\u003esearch intent\u003c/a\u003e—the reason behind a user's search). \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/01/3e/013eafa708cf997c2fd7a90f311092b3/6c3fd4dbd64005bf420b88418866c003/AD_4nXcnZay_A4zuBNh2nRK_qcuzbOajiByThldO9PXY3JylnTbG4m5q3KDwx7ndOGdmnyeU-Mwmo6OzuMw1U70fNg2L30Jz7kW36vgK8Bii0l2NFgAR3wmilvoVW32m8WC4E7-LLVhtGg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Comparison of the control and variant meta titles with different wording for a split test by Leafly.\" data-original=\"https://static.semrush.com/blog/uploads/media/75/73/7573bd3bc31c771f4de0e7d7a6f3821b/bb08d506f609613bf7a0bd6f41a6fcc0/original.jpeg\" height=\"910\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/75/73/7573bd3bc31c771f4de0e7d7a6f3821b/bb08d506f609613bf7a0bd6f41a6fcc0/AD_4nXcnZay_A4zuBNh2nRK_qcuzbOajiByThldO9PXY3JylnTbG4m5q3KDwx7ndOGdmnyeU-Mwmo6OzuMw1U70fNg2L30Jz7kW36vgK8Bii0l2NFgAR3wmilvoVW32m8WC4E7-LLVhtGg.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003eChoosing the Right Metrics\u003c/h3\u003e\u003cp\u003eSelect metrics that align directly with your business goals and the type of content you’re testing to ensure your split tests drive meaningful results. \u003c/p\u003e\u003cp\u003eHere are a few key metrics to consider, depending on your goals and content type:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eConversion rate\u003c/strong\u003e: Are visitors completing actions (e.g., sign-ups, purchases)?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCTR\u003c/strong\u003e: Are more people clicking your ads or on your webpages in search results?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eEngagement rate\u003c/strong\u003e: Is your content resonating with your audience?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eReach and impressions\u003c/strong\u003e: Is your content reaching your intended audience? And how widely is it being viewed?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eTime on page\u003c/strong\u003e: Are visitors spending enough time with your website content?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eRevenue/order value\u003c/strong\u003e: Are your changes leading to increased sales or higher-value orders?\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eBy selecting metrics that reflect your business goals and align with each content type, you can measure success more accurately and draw actionable insights from your split tests.\u003c/p\u003e\u003ch3\u003eEnding Your Test Too Early\u003c/h3\u003e\u003cp\u003eEnding a test shortly after launching is tempting when early results seem to confirm your hypothesis, but stopping too soon doesn’t account for factors that can skew your results. \u003c/p\u003e\u003cp\u003eSome of those factors include:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eTime of day, week, month, or year\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eWebsite visitors from different sources (search engines, email newsletters, or social media)\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eChanges in mood or circumstance (tests at the start of the month might be picking up consumers who’ve just been paid)\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eThat’s why running your test until you reach statistical significance is ideal. Because it ensures the results are meaningful and not fluke.\u003c/p\u003e\u003cp\u003eThe \u003ca href=\"https://www.investopedia.com/terms/s/statistical-significance.asp\" style=\"text-decoration:none\"\u003eindustry standard for statistical significance\u003c/a\u003e is 95%. \u003c/p\u003e\u003cp\u003eIf your confidence level is 95% or higher, you can pretty accurately say that your change likely caused the difference in performance.\u003c/p\u003e\u003cp\u003eBut not all tests will reach statistical significance, especially with smaller sample sizes or subtle changes. \u003c/p\u003e\u003cp\u003eIf results are inconclusive, try testing a different element, increasing your sample size, or refining your test parameters for clearer insights.\u003c/p\u003e\u003cp\u003eFor example, if you tested new CTA copy but didn’t see a significant change, consider testing the placement or color of the CTA instead. \u003c/p\u003e\u003cp\u003eOr, if you ran the test on a small audience segment, try expanding the sample size to capture more data.\u003c/p\u003e\u003ch3\u003eKeeping Your Target Audience in Mind\u003c/h3\u003e\u003cp\u003eDesign your experiments with your \u003ca href=\"https://www.semrush.com/blog/target-audience/\" style=\"text-decoration:none\"\u003etarget audience\u003c/a\u003e in mind to ensure your test variations reflect their preferences and needs.\u003c/p\u003e\u003cp\u003eLet’s say your audience is a bit older and more conservative.\u003c/p\u003e\u003cp\u003eWhile using casual language and animated GIFs in an email or on a landing page might capture the attention of younger audiences, it could come across as unprofessional or distracting to your audience.\u003c/p\u003e\u003cp\u003eIf you need to better understand your audience—their demographics, socioeconomic factors, and online behaviors—try \u003ca href=\"https://www.semrush.com/analytics/one2target/\" style=\"text-decoration:none\"\u003eOne2Target\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eFor example, the “Demographics” report breaks your audience by age, gender, location, and more to give you insights that allow you to tailor your tests.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/34/57/345774f41ac35e59e9f19b14257ddeab/24c35e738b2b3b8dbb759866047fb711/AD_4nXeb12MgmFps21I8CYH-2eiSneNw49xrr949gjGn9RTbJslhS636Dfnu-ljZg1MwluuolG_bB8oFmCe-SdxIjzWjXlE44Ku9QizIGDdW7F4I0xj3pwXXCgXXU3oBXpoGajnysLw0IA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Demographics report on One2Target with the age and sex sections highlighted.\" data-original=\"https://static.semrush.com/blog/uploads/media/86/22/8622896341db95b8df7476b70ae0ad6e/f7310b55228e3a3d12ed7364e871bc4b/original.jpeg\" height=\"741\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/86/22/8622896341db95b8df7476b70ae0ad6e/f7310b55228e3a3d12ed7364e871bc4b/AD_4nXeb12MgmFps21I8CYH-2eiSneNw49xrr949gjGn9RTbJslhS636Dfnu-ljZg1MwluuolG_bB8oFmCe-SdxIjzWjXlE44Ku9QizIGDdW7F4I0xj3pwXXCgXXU3oBXpoGajnysLw0IA.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch2\u003eDrive Better Results Through Data-Backed Testing\u003c/h2\u003e\u003cp\u003eSplit testing eliminates the guesswork of optimizing your content by providing clear, actionable insights. \u003c/p\u003e\u003cp\u003eWith tools like \u003ca href=\"https://www.semrush.com/apps/landing-page-builder/\" style=\"text-decoration:none\"\u003eLanding Page Builder\u003c/a\u003e, you can speed up the process and view results to make informed decisions that improve performance.\u003c/p\u003e\u003cp\u003eTry it today.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/apps/landing-page-builder/\" show_input=\"false\" header=\"Start Split-Testing Landing Pages\" text=\"with the Landing Page Builder App\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":false}},"alternates":[],"category":{"id":339,"name":"General Marketing","slug":"general-marketing","lang":"en","description":"Whether you‘re new to marketing or a seasoned pro, our General Marketing category offers tips, tools, and expert advice to boost your marketing efforts. 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