Think the content you’ve been writing for your latest marketing campaigns is guaranteed to convert? Well, before you pat yourself on the back, you might want to do some split testing. No matter how good you think your content is, you’ll want to be absolutely sure it will resonate with potential customers. Split tests can help. 

What is Split Testing?

Split testing is a technique used to compare two versions of a piece of marketing content—web page, video, advertisement. Think of it like a science experiment, where the control group sees one version and the experimental group sees another. The goal is to measure which version performs better in terms of metrics such as conversion rates.

A/B testing is a form of split testing in which two different versions are tested against each other at the same time. Multivariate testing is a form of split testing that involves more than two versions being tested against each other at the same time.

split testing button

Why Are Split Tests Necessary?

Split testing is a crucial aspect of digital marketing strategy. It helps in identifying what type of content will be more effective and popular with your customers. You want your landing pages to be as effective as possible, right? Well, why not measure elements of those landing pages against each other to increase your conversion rate optimization?

The main aim of split testing is to find out which version of a given message will generate better results. By comparing two versions, you can determine which one performs better. The more split testing you do, the more you’ll optimize your content, thereby increasing return on investment (ROI).

a/b calculator

How Much Split Testing Should I Conduct?

That’s up to you. It depends on how much time you have to run the campaign and continuously review the analytics. Maybe you test just once. Maybe you run split tests repeatedly over a longer time period.

Once your first A/B test runs long enough to accrue an adequate amount of data, you can stick with the winner and call it a day. Or you can continue running split tests to increase ROI even further. You could test Version A against another ad with a different headline to see if this new headline performs even better. If Version C has a better conversion rate than Version A, stick with C.  

Or, you could keep the headline the same and test a different element. Now, Versions A and B have the same headline but different copy, visuals, or calls to action. Again, every time you run a new test, change no more than one element per test.  

Using your own intuition and creativity is great. But you’re writing for your audience. What you think is perfect might not hit with the people you’re trying to reach. 

Choosing the Best Split Testing Software

Split testing software has become a necessity for many marketers as it can help them in identifying the best performing version of their content with just a few clicks.

There are many web-based and desktop based split testing tools available in the market for split testing, but not all of them are equally effective. When choosing a split testing tool for your next marketing campaign, make sure to consider the following factors:


  • The number of visitors you want to test on 

  • The type of content you want to test 

  • The level of complexity in what you’re testing

  • The type of analytics data you need from the test

Suggested Tools for Doing A/B Tests

The best split testing software is the one that best suits your specific needs. It can be difficult to choose from the numerous options.

However, we recommend checking out Google Optimize for its simplicity and ease of use. That option is free, but if you’re looking for a more robust version, you can upgrade to Google Optimize 360.

woman standing at laptop

Can I Split Test for YouTube?

YouTube is another area where split testing is crucial. So many factors influence a viewer’s decision to watch and continue watching a video. Small tweaks to your cover image or video title can make a huge difference. Don’t be afraid to split test and make changes to older videos to try breathing some new life into them.


Uploading video content for YouTube

For example, we saw some Brand Outlaw videos get a bump in views after split testing different titles. Using your own intuition and creativity to write what you consider the perfect title is great. But remember, you’re writing for your audience. What you think is perfect just might not hit with the people you’re trying to reach. 

We recommend TubeBuddy for A/B testing your videos. It’s an easy-to-use plug-in that helps determine which elements are performing best for your videos and where you can make improvements. Sign up at this link.


Marketing pioneer John Wanamaker once said “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” 

Well, these days, there’s no excuse for that.

John Wanamaker quote on advertising: “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” 

When you’re creating ads, web pages, or any other marketing pieces, don’t assume what you’ve made is good enough. That’s for your customers to decide. Instead of just trusting your gut, why not back up your intuition with quantitative data? Start split-testing today.

Hiring someone else to do your split testing? Make sure you ask the right questions. Listen to the podcast episode below for three essential questions to ask an advertising agency.