Iterative website split testing is one of two different website testing methodologies. There’s the iterative side and the innovation side. With iterative website testing, you will test one element at a time, implement the change from the champion variation, and then use that test information to develop a new hypothesis on that particular page based on the data you just gathered.
So you will have one change that you run, test it out, and if it works you will implement it and try to come up with a new idea so that you can get a compound gain on your changes. You may be wondering: what if the change loses and doesn’t offer a good outcome that you would want to implement to your site? The iterative website testing process still applies in this scenario. In this case, you would be re-evaluating your initial hypothesis to see where you fell short and then use that data to come up with a new hypothesis.
Iterative changes are inherently focused on smaller changes such as:
- Calls to action,
- Button colours, and
This isn’t used for site redesigns or navigation changes on the website.
If you have been involved in website changes in the past, then you will know that smaller changes generally head smaller results. Small improvements, however, can lead to a big change in your website’s engagement rate and sales over the long run.