Running Split Tests too Long is Not the Only way to Failure

Split test or A/B testing is a way to ensure that you are implementing the best to your website that resonates with the preference of your audience. Two versions of the same page are prepared with certain variations, they are shown to a different group of audiences and the most popular one is realized. Google also appreciates the process as it provides a great user experience. If you run split tests for a longer time, you can lose Google’s good grades and audience. Not only you will get less profit, you will get demoted to a lower rank. SEO USA told us some mistakes that can ruin our split testing. Steer clear of these mistakes to improve conversions.

#1. Ending the test too soon

Running tests for a longer period is a mistake but keeping them too short is another one. It should run long enough to collect appropriate data, data which can give you insights about audience’s requirements. Do not end tests thinking you have the required data, analyze whether they are enough to draw a conclusion. Do not trust the tools that give you results too soon, use your intelligence to determine the correct time.

#2. Less control over segmenting traffic

Traffic is not constant all the time and in all the seasons. You have to segment traffic to know which variation is working better. Choose the segment which is the most important for you and is affecting your conversion rates. Compare the performance of the two variations for the same time segment only.

#3. Splits testing in holidays

Holidays see a very different traffic as compared to what you usually get. Either you get a lot of traffic if you sell holiday goodies or you get less because it is offseason for you. Running split tests on holidays is a big mistake and results may be not appropriate. Do not test during holidays and if you have started already, go longer till you get the normal usual traffic.

#4. Not knowing the parameters

What are you going to measure for split tests? It is for getting maximum conversions, so conversion rate is the thing to focus on. Do not see the bounce rates because the page which is getting more traffic would see the bounces too. All you have to do is focus on which is getting your audiences to take required actions.

#5. Running tests consecutively

While splits tests are to be run parallel, some people make a mistake of running them one after another. Firstly, the reaction of audiences to one variation is documented, then it is switched to see the performance of another page. As said before, traffic is not constant, you cannot get correct results if they are not running at the same time.

If you have just run a split test for a very important page of your website and not getting enough conversions since then, you certainly have chosen the wrong variation. The winner should be the another variation. Now, you have to waste all the time and resources in taking this version down and putting up the another one.

Boston SEO suggests that you understand the testing thoroughly if you are new in this field or hire a team of experts which can get it done for you accurately. It is good to be cautious from the start than to amend the mistakes.