The smallest differences can have huge effects on conversions. Image: Flickr / laurita13 / CC-BY-SA

Setting up split testing or A/B testing in WordPress can be difficult, but it is possible. WordPress is in use on over 22 percent of the new domains registered each day, and split-testing can help you make the best of your website.

The basics of split testing

A split test is essentially a live test to see which option is the most effective. This could be different themes, headlines, or even different colors of a button. There are as many ways to run a split test as elements of a website to test, so organization is key. Decide first what element you want to test, and how many different iterations you wish to test. Second, decide if you want to run an A/B test, where you put two elements up against each other, bracket-style, until a winner emerges. You may also want to run a multivariant test, where multiple options compete.

Setting up your own split tests

In WordPress, split testing can be set up using specific plug-ins, or by using Google Website Optimizer. If you are very do-it-yourself, check out this Tutorial for setting up A/B tests in WordPress. If you prefer a plugin to make testing easier, try these plugins:

Headline Split Tester
SES Theme Split Tester
Phoenix Split Tester

What you should split test

You can split test just about anything on a website, but there are a few elements that you should always split test to ensure you have the best possible version. Try split testing:

• Headlines
• Text formatting and typography
• Images
• Full WordPress themes
• Check-out or conversion process
• Landing page design
• Calls to action

No matter what you end up split testing, be sure to look for, record and take action on the actionable metrics of the test.