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Split Testing in Funnels with Stack

Split testing is a powerful way to optimize your pages and enhance user engagement. By testing different versions of your pages, you can increase traffic and improve search visibility. Let’s explore how you can leverage split testing in Stack to boost your marketing efforts.

What is Split Testing?​

Split testing, also known as A/B testing, is a technique used to compare different versions of a webpage or funnel to determine which performs better. This involves creating variations of a funnel page and directing traffic to these versions to see which one converts more effectively. By analyzing conversion rates over time, you can optimize your funnels based on data-driven insights.

Good Usage Cases for Split Testing​

Here are some practical scenarios where split testing can be beneficial:

Online Course Sales Funnel​

An online course provider can test different headlines, images, or call-to-action buttons on their landing page. For example, comparing headlines like "Learn Spanish in Just 30 Days" versus "Unlock the Secrets to Mastering Spanish Fast" can help determine which attracts more enrollments.

Webinar Registration Funnel​

A business hosting a webinar can test variations on their registration page, such as different headlines or form designs. For instance, testing "Discover the Top SEO Strategies for 2023" against "Boost Your Website Traffic with Proven SEO Techniques" can reveal which headline leads to more sign-ups.

E-commerce Checkout Funnel​

An e-commerce site can test different checkout page layouts, button colors, or trust badges to see which version reduces cart abandonment and increases conversions. For example, testing a single-page checkout versus a multi-step process can highlight which one is more effective.

Lead Magnet Funnel​

A business can optimize their lead generation by testing different lead magnet designs or opt-in forms. For example, a digital marketing agency offering a free SEO audit might test different cover images or form designs to see which generates more leads.

Benefits of Split Testing​

  • Improved Conversion Rates: Identify the most effective page elements to boost conversions.
  • Enhanced User Experience: Tailor your pages to better meet audience preferences.
  • Informed Decision-Making: Use data-driven insights to guide marketing strategies.
  • Reduced Bounce Rates: Create engaging content that keeps visitors on your site longer.
  • Increased ROI: Optimize marketing efforts for better returns.
  • Continuous Improvement: Encourage ongoing testing and refinement of your funnels.
  • Cost-Effective Optimization: Quickly identify winning variations without guesswork.
  • Competitive Advantage: Stay ahead by regularly optimizing your strategies.

How to Create a Split Test​

To start a split test in Stack, follow these steps:

  1. Navigate to: Sites > Funnels (or Websites).

  2. Select the Funnel: Choose the funnel or website you want to test.

  3. Choose Funnel Step: Select the specific funnel step for the split test.

  4. Create Variation: Click on Create Variation to add a new version of the page.

    Tip: Make noticeable changes between the Control and Variation to ensure accurate results.

  5. Adjust Traffic Distribution: Use the slider to allocate traffic between the Control Page and the Variation.

  6. Start Split Test: Click Start Split Test and confirm your changes by clicking Apply.

Note: Split tests use browser cookies to track which version a visitor sees. To view a different version yourself, use an incognito tab or a different browser.

Viewing Split Test Results​

As traffic flows to your pages, you can monitor the results:

  • Go to the Stats tab above the page.
  • Select the page you are testing to view detailed statistics for the Control and Variation.

FAQ​

Q1. Why is all traffic going to the control page?

Ensure the domain used in your ads matches the funnel step domain. If traffic is directed to a different domain, the split test won't function correctly.

Q2. Why don't the stats match the configured split ratio?

Check if links bypass the split test logic, such as direct links used elsewhere. This can skew the numbers.

Q3. How do I handle Google Ads/FB Ads policy conflicts with URL redirection?

Conduct the split test on the second step of your funnel. Direct leads from ads to an initial educational page to maintain engagement without violating ad policies. This allows you to gather valuable data without policy issues.