How Split Testing Works
Split testing works by using Javascript to randomly send web traffic to different pre-set locations when a user clicks on a web link. In its simplest form, split testing divides traffic between two or more specific URLs. Split testing can also be used to test a content element on a page without changing URLs. Some split testing software allows testing multiple variables simultaneously on a page. Any of these comes with sophisticated tracking software to measure response to the specific highlighted items.
Split Testing as Part of Integrated Plan
You can find split testing software as part of an integrated ecommerce hosting package, but it's not all that common. But be careful when you do find an ecommerce shopping cart host that advertises split testing services included. Often, this service is only included as part of ad tracking software and does not include the type of detailed A/B testing that can be done by commercial split testing providers. Still, if it comes as part of an overall plan, it's nice to have.
Is Split Testing Obsolete?
One multivariable web user testing company is making the claim that split testing is already obsolete. Optimost, a 5-year-old company based in New York, claims it has technology that allows real-time comparison testing of limitless numbers of pages and variables with the overall idea of increasing customer response rates. Does it work like the company says it does?
As a careful consumer, make sure you always check the demo's and pricing of any company you hire for your shopping cart needs, including split testing. While new technologies and innovations are constant and appealing, it's a good idea to review the needs of your business and your budget before signing on a future trend.
Conduct Automated Market Research
Say you want to try out some customer deals on your online store but you want to see if, for example, your customers respond better to one proposed marketing deal rather than another. Split testing, also known as A/B Testing, is software that allows a web site owner to send site customers randomly to two different test pages and then test and record the response rates against each other. The customers don't know the difference as they shop. They all click on the same link, but the split testing software sends them to different, pre-chosen pages and allows the site owner to monitor specific behaviors on those pages.
Best-Known Split Testing Providers
There aren't quite as many split testing providers as there are, say, ecommerce or merchant account providers. But there's no shortage of companies offering professional split-testing services, either. Some companies manage split testing packages at the corporate level - meaning it's good, but probably too expensive for most smaller ebusinesses. Other companies get good reviews with highly detailed software for smaller businesses. Both of these are hosted plans.
Shopping Advice for Split Testing: Try Before Buying
Shopping for split testing is easy. Google "split testing" and you'll get your choice of dozens of providers, most of which offer free trial downloads or trial periods. You can pick and choose and see which ones are best for you. You should know by now if you prefer a locally hosted or remotely hosted option and how you want to use it with your site. If you're just starting out, look to see if split testing is included in your overall ecommerce package. Finally, finding accurate pricing information on split testing isn't easy for casual shoppers. But this means prices are likely negotiable, so don't be afraid to ask for a lower price once you find split-testing software that otherwise works for you.
Split Testing Without Software?
Why does anyone have to have specific split testing software? Isn't it possible to do it yourself? Good questions. The answer: Yes and no. You can certainly do A|B testing yourself between pages or even with different content items on pages. If you have real-time reporting, you can test pages under specific time periods and look at your web tracking software. If not, you can test in 24-hour periods. However, if you want real time testing, or if you want detailed reporting of that testing without having to go back to your server logs, you really need split testing software.
Split Testing: Will It Work for You?
One of the best ways to evaluate new software is to find out who else is using it and how they like it. In the case of split testing software leader Offermatica, some large and successful online retailers are listed on the company site as successful case studies: Timberland, Columbia House, Zale's and Petco. So split testing software can work for large and successful online retailers. How about for smaller sites and start-ups? It's easy to find split testing software makers with successful case studies from smaller, lesser-known merchants on their sites. But the real test is to download trial software and see for yourself how it might work for you and your business.