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Split testing tools for landing pages

split testing tools

Having already looked at the importance of split testing and as to why and where you should run it, we are going to show you what are the costs involved in such an enterprise – you may be pleasantly surprised at what we have to show you.

In theory there is no need for you to use a paid testing tool, as you can easily create an A/B variation of the same web page yourself. However, if you don't have enough knowledge to design them on your own it would be best to hire an agency to set it up on your site and help you run it.

As you can expect, there are hidden costs to consider that may tie you down until your site is next updated and tests have started. We will be looking into the pros and cons to pay testing tools but the pros include your ability to check and change elements during your multivariate testing. They also guide you through the test procedure, allowing you to set sample sizes, for example. Although they do tend to allow you to set those up with a very small visitor number, sometimes such small numbers will not give you the accurate information or reflect the truth.

Finally, testing tools may help to easily address SEO (click on each of the below to find out more).

  • Google Content Experiments

    Google Content Experiments

    Content Experiments lets you to test up to 10 landing page versions. It uses a different approach than standard A/B and multivariate testing. Google calls it A/B/N model. With this, you actually test different versions of a single page, each delivered to users from a separate URL.


    Since it's a Google product you can be sure that you won't incur any SEO penalties and you can use Analytics' Goals.


    Unfortunately, you don't have so many creative options, visual or code editor, no multivariate test option or targeting ‘new visiting’ feature. Although, it makes it simple to add test code, you still need to add tags to several pages.

  • Optimizely


    Optimizely is probably the most expensive solution in this range of three tools covered here, but it also offers great advanced features and options which makes it the ideal choice for the experts.


    According to some web marketers, it can compete with enterprise level testing tools such as Adobe Target. Optimizely has a what-you-see-is-what-you-get (WYSIWYG) editor that enables you to make changes without having to enlist IT resources to set it up. As an expert tool, it also allows editing the CSS and Javascript. Finally, it offers a Free Starter plan.


    Although there is a free basic subscription available which allows you to test the program, it isn’t all that easy to understand for those who do not have a knowledge of how this system works. And, although the free plan is sufficient for small sites, it lacks the customer segmentations and has very limited Target Optimized Experiences features, which actually makes this more of a free trial than a complete free plan. Going on to the Enterprise Plan can turn out to be very expensive in the long run as it consists of having the program customised for your business, which could set you back over £1,000 a month!

  • Visual Website Optimizer

    Visual Website Optimizer

    Visual Website Optimizer (VWO) also has a WYSIWYG editor with expert features although they are slightly less advanced than the other testing tools.


    It has the friendliest intuitive user interface giving the best "advanced test creation" options accessible for any level and experience in testing. In addition, there is the "IdeaFactory" feature to put together a collection of testing ideas along with quick case studies for demonstration purposes. A 30 days free trail, 3 main plans.


    There is no built-in, multi-page testing functionality. Advanced targeting features are available to Enterprise subscribers only.

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The costs

As the purpose of split testing is to increase conversions, you can put any cost against the income (earnings) generated and therefore you will be able to find ROI. Remember, if you use a paid testing tool, you have to pay a monthly fee accordingly to the volume of tests you want to run.

As mentioned, the biggest benefit of testing tools is that you don't need to be tech savvy in order to change web page elements. Therefore, although a free solution like Google Content Experiments allows you to save a monthly fee immediately, you will require IT/code knowledge to make all the variations to run your tests.

There are some details we cannot stress enough: If these tests have not been set up correctly by someone who knows exactly what they are doing, then the results are going to completely useless; It is not as simple as it first appears to set up the tests correctly, there are many pitfalls and the slightest deviation will lead to incorrect data being extrapolated; You must never expect a set-up used by someone else to be sufficient for your needs – bear in mind, even your competitors can get it wrong.

It only takes a couple of minutes to contact us in order that we can help you take an in-depth look at what is best for your business needs and to assist you in achieving your online goals. Our team of experts can set out a plan for you and take all the technical hassle out of your hands and let you concentrate on other pressing matters.

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