Are you getting ready to redesign your website? Before you jump into it, let me tell you something: you might want to split-test your way through it.

I’ve seen many businesses completely redesign their website, and although it might seem like a good idea at first, it can quickly turn into a disaster. You see, if you change too many things at once, you won’t be able to tell what actually made the difference. Also, as digital advertising increasingly uses AI, small changes to your landing page can have a big effect on how well your paid ads do. This is because all of the pixel data collected and optimized for your website by Google, Microsoft, Facebook, or any other advertising platform will be lost. Every ad will be restarted and returned to the learning phase.

So, what’s the solution? Split testing!

Split testing allows you to make small tweaks to your website and test them one by one. Instead of redesigning everything at once, you can test several elements on a single page. By doing so, you can determine what works and what doesn’t, and you can make the necessary changes to improve your website’s performance.

Now, I know some of you might be overly cautious and only want to test one minor element at a time. But trust me, changing the alignment of a text or the edge of an image might not make a noticeable impact. Small tweaks will take forever for you to test. That’s why you should perform multivariate testing that includes split testing different parts of a page to get a better idea of what works best.

The irony is that people often change multiple elements but only analyze the results using an A/B test. An A/B test considers only one variable, whereas a multivariate test has many. If you change the text and color of a button, there are actually two variables, not one. People frequently make this mistake and use A/B tests to assess the impact.

MVT diagram
Example of multivariate test. Source:

My recommendation is to split test several elements on a single page. You can rebuild several landing pages in a similar way and test them all at once. This process can boost your conversions and UX KPIs. If you do a mass redesign, I’ve seen the opposite to be true.

A UX person can only guide you from their experience as to what is a good design for your website. Only effective CRO campaigns can tell you what is best for your website by testing the idea, getting empirical results, and drawing a conclusion. So, be a smart website owner and split-test your way to a new website. By doing so, you might just create the perfect website without even realizing it.

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