Let’s Split: Why You Should Be Split-Testing and 5 Keys to Doing It Effectively

by VentureBeat

It’s a data world we live in, and that means testing is easier — and more important — than ever before.

Sometimes called A/B testing, “split-testing — when you create variations of your website and test which ones perform the best — is quickly becoming the rage among marketers and entrepreneurs,” according to the Young Entrepreneur Council (YEC). In this guest article for VentureBeat, Arielle Patrice Scott, Marketing Director of Storenvy and member of the YEC, provides five keys to make sure you’re getting it right, starting with acknowledging the fact that nothing is true until it’s tested, or, in other words, “Any big idea that your team proposes is an assumption that should be tested.”

Additionally, Scott argues that effective split-testing relies on variables being tested independently — “Split-testing is also known as A/B testing for a reason. Make sure you’re testing your assumptions in a mathematically valid way” — results being measured only after you’ve reached statistical significance — “the point where enough people have participated in your split tests” — and knowing where to start, which Scott acknowledges is often the hardest part. Her advice? Spend some time “looking through Google Analytics (or whatever traffic-measurement tool you use) to discover trends and generate intelligent hypotheses on why you’re making the sales that you are…make a list of assumptions. Then, simply build experiments around that list.”

“Split-testing is not only a way to discover new insights, but it’s also a tool that you can use to validate all of the assumptions you have about your product, about your visitors and about your business,” Scott writes. “The beauty of it is that you can only get better by testing.”