Split Testing in Funnels

Split testing (or A/B testing) is a way to compare two different versions of a page to see which performs better for opt-ins and conversions.

In This Article:

• What is Split Testing
• Creating a Split Test
• Split Test Results
• FAQ
  • Q: All the traffic goes only to the control page and nothing goes to the variation page.
  • Q: The stats do not match the ratio configured for split testing.
  • Q: Google Ads/FB Ads policies conflict with Path URL redirection. This happens in split tests; how do I work around this?
• Use Cases and Benefits
  • Good Use Cases
  • Benefits of Split Testing

What is Split Testing

Split testing is valuable technique marketers use to refine their website funnels and maximize conversion rates. A/B testing enables you to compare various web page or funnel versions to identify the best performance.

Split tests allow you to create a funnel page with different variations and then link to the main page. You can assign the probability that a lead will visit page version A or B. When a visitor visits the main page link, FG Funnels will send them to one version of the page or another based on the probability you have set up.

By measuring the conversion rate over a certain period, you can compare the performance of different page versions and use this data to optimize your funnel.

Creating a Split Test

Please Note

1. First, navigate to Sites -> Funnels and select the name of funnel where you want to run a split test.
2. From the Funnel Steps list, select the desired Funnel Step in which you want to create a split test.
3. Click on Create Variation from the right hand box next to where it says "Start Split Test".

Please Note

3. Choose how to create the variation page. You will have three options:
   1. Duplicate Control Page - This will duplicate the existing Control Page and use that as the Variation. Then you can go in and edit the page with the adjustments you want to make to compare.
   2. Use existing - This option lets you use another funnel or website page as a variation to split test against your control page.
   3. Create from Blank - This option generates a blank page for you to build from scratch as a variation.

4. Once you have chosen one of the three options, you can move the Slider which is between the control and variation page to decide what percentage of traffic you want to divert to the Control Page and what percentage to the Variation. Once that is decided, you can click Start Split Test.

5. It will then ask you for confirmation about the changes that have been made. Click on Apply to proceed.

6. Use the URL listed at the top of the window above the thumbnails, next to the gear icon as the URL to send traffic to. This will allow the system to properly split the traffic.

   

Please Note

Split tests work via browser cookies, so once you open the main URL, a cookie will be attached to you for whichever variant appears. If you (while doing a test for yourself) would like to see the other Variation, open the URL again in an incognito tab or another browser altogether.

Split Test Results

As traffic begins to flow to the Page, the result of the Split Test will begin to populate between the two variants.

There will be key stats for the split test shown on the funnel step overview page in the box between the two pages.

These stats are:

• Page views - count each unique visitor to the respective page
• Opt-in rate - count how many people filled out a form or survey on the page, i.e. how many contacts were created via the page
• Sales rate - count how many sales occurred on each page if the page is using an order form
• Earning/PGV (Page view) - show the percentage of sales per unique visitor for each page

You can view detailed Stats for the Split Test by clicking on the Stats tab above the Page and then clicking on the Page you are running the Split Test on to expand a dropdown of stats on the Control and the Variation.

FAQ

Q: All the traffic goes only to the control page and nothing goes to the variation page.

A: Ensure that the domain that you are sharing (sending out in email, sharing on social, advertised on your ads) is the same as for the funnel step for which you run the Split Test. You can find this by viewing the URL above the thumbnails under the name of the page.

If people are being routed to your root domain (or subdomain) and not visiting your Split Testing page's domain, then the Split Test will not work.

Q: The stats do not match the ratio configured for split testing

A: One of the links - either the direct link to the control page or the variation page - may be used on a page on another funnel or an ad that skips split testing logic. Making some percentage of visitors be routed to that other Page. So the numbers will look skewed.

Q: Google Ads/FB Ads policies conflict with Path URL redirection. This happens in Split tests; how do I work around this?

A: At times, Google Ads and Facebook Ads policies do not permit the use of path URL redirection in split tests. In this situation, a workaround is to conduct the split test on the second step of your sales funnel instead.

You can direct leads from your Google and Facebook Ads to the first step of the funnel, which can contain educational material to engage the lead and keep them interested until they take the next step in the funnel. By doing this, you can avoid breaking any ad redirect policies.

In essence, you are separating the split test from the lead acquisition process, allowing you to gather data on which ad version performs better without violating policies. This workaround enables you to run split tests compliantly and gather valuable insights for optimizing your ad campaigns.

Use Cases and Benefits

Good Use Cases

Here are a few practical examples of using split testing in various industries and scenarios within funnels and websites:

Online course sales funnel:

An online course provider can conduct a split test on the landing page of their sales funnel by testing different headlines, course images, or call-to-action buttons. This can help identify which version of the landing page leads to higher conversions and more course enrollments.

For example, a language learning platform can test two headlines for its landing page: "Learn Spanish in Just 30 Days" and "Unlock the Secrets to Mastering Spanish Fast." They can also test two course images, one featuring a smiling student and another with an engaging course screenshot. The version with the highest conversion rate can be implemented in the sales funnel to attract more students.

Webinar registration funnel:

A business hosting a webinar can create a split test on its webinar registration page to optimize the registration process and increase the sign-up rate. They can test different headlines, registration form designs, or promotional images.

Lead magnet funnel:

A business can test different lead magnet designs, headlines, or opt-in forms within their lead generation funnel to optimize the process and increase the conversion rate.

For example, a digital marketing agency offering a free SEO audit can test two lead magnet designs, one featuring an attractive cover image and another with a compelling headline. They can also test two different opt-in form designs, one with fewer input fields and another with more detailed questions. Analyzing the results, they can optimize their lead magnet funnel for better engagement and higher lead generation.

Benefits of Split Testing

The benefits of split testing in funnels and websites are numerous and can significantly improve your marketing efforts and overall business performance. Here are some of the key benefits:

Improved conversion rates: By testing different variations of your funnel or website elements, you can identify the most effective version, leading to higher conversion rates, whether signing up for a newsletter, purchasing a product, or completing any other desired action.

Enhanced user experience: Split testing helps you understand what your target audience prefers and what resonates with them. By implementing the winning variation, you can create a better user experience that meets your audience's needs and expectations.

Informed decision-making: Split testing provides data-driven insights, allowing you to make informed decisions about your marketing strategies and website design. This helps you avoid relying on assumptions or personal preferences, leading to more effective marketing campaigns and website improvements.

Reduced bounce rates: By identifying and implementing the best-performing variations, you can create web pages and funnel steps that are more engaging and relevant to your audience, resulting in lower bounce rates.

Increased return on investment (ROI): Optimizing your funnels and websites through split testing can lead to higher conversion rates and improved user experience, ultimately increasing your ROI for marketing campaigns, website development, and overall business efforts.

Continuous improvement: Split testing encourages a culture of continuous improvement, as you can always test new ideas, designs, and strategies to refine your funnels and websites, ensuring that they remain effective and aligned with your audience's preferences.

Cost-effective optimization: Split testing allows you to compare different variations simultaneously, finding the best-performing version more quickly and cost-effectively than making random changes and hoping for the best.

Competitive advantage: Regularly conducting split tests and implementing the winning variations can give you a competitive edge, as you'll be able to adapt and optimize your marketing strategies and website design to meet your audience's needs and preferences better.