Page 532 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com

Conducting Split Tests

The most common form of split test is to test two or more variations of a web
page or a purpose-built landing page (e.g., the variations may have design
tweaks or outline slightly or entirely different value propositions). This
technique was popularized by companies such as Google and LinkedIn, as well
as the 2008 Obama campaign. Split tests can also be conducted in the physical
world. The main learning instrument is to compare if conversion rates regarding
a specific call to action differ between competing alternatives.

What to Test?

Here are some elements that you can easily test with A/B testing

Alternative features
Pricing
Discounts
Copy text
Packaging
Website variations
. . .

Call to Action

How many of the test subjects perform the CTA?

Purchase
E-mail sign-up
Click on button
Survey
Completion of any other task