If your funnel isn’t converting the way it should, the answer isn’t always to scrap it and start over. Often, a few well-targeted A/B tests can unlock serious gains — more leads, more sales, more ROI — with just small tweaks.
This is the power of split testing.
In this article, we’ll walk through:
- What split testing actually means
- The most impactful elements to test in your funnel
- How to run split tests properly without messing up your data
- Tools that make testing easy and effective
- Real-world test ideas you can try right away
Let’s get into it.
What Is Split Testing
Split testing, or A/B testing, is comparing two versions of a page, email, or funnel step — Version A vs Version B — to see which one gets better results. You change one thing at a time, split your traffic, and let the data tell you which works.
For example:
- Page A says “Grow Your Business Fast”
- Page B says “Get More Leads in 7 Days Guaranteed”
You send 50% of traffic to each and see which gets more signups.
The goal is small wins that stack up. No guessing. Just data.
Why Split Testing Works
You can double your conversions without spending more on traffic. That’s the point.
If your opt-in page converts at 15% and you improve it to 30%, you’ve just doubled your leads without increasing your ad budget.
More tests mean more insight
More insight means smarter moves
Smarter moves mean more revenue
What to Test First
Not all tests matter equally. Start with the high-impact stuff.
1. Headline
This is your first impression. If it flops, nothing else matters.
Test:
- Benefit vs curiosity
- Short vs long
- Specific outcomes vs broad promises
2. Call to Action (CTA)
This is what you want the user to do. It has to be clear and compelling.
Test:
- Button copy (“Submit” vs “Get My Free Guide”)
- Size and color
- Placement on the page
3. Offer Framing
How you present the offer changes how it’s received.
Test:
- Free trial vs demo vs lead magnet
- Adding bonuses
- Urgency vs scarcity
4. Form Fields
Long forms scare people off. But too short can mean unqualified leads.
Test:
- One-step vs multi-step forms
- Delaying the phone number
- Removing optional fields
5. Layout
Design affects trust and clarity. Don’t overcomplicate it.
Test:
- Page length
- Section order
- Above-the-fold content
6. Visuals
Photos and videos can build or kill momentum.
Test:
- Lifestyle vs product-only images
- Explainer video vs no video
- Logos and trust badges
7. Social Proof
Show that others have already said yes.
Test:
- Testimonials with and without photos
- Number of reviews
- Star ratings vs written case studies
How to Run a Smart A/B Test
Step 1: Find the Drop-Off
Where are people leaving your funnel? Use:
- Google Analytics
- Funnel visualizers in HighLevel, Systeme.io, or ClickFunnels
- Heatmaps like Hotjar or Microsoft Clarity
Start testing where conversions are low.
Step 2: Make a Hypothesis
Don’t test at random. Make a guess based on logic.
Example:
“I think changing the CTA to ‘Get My Free Guide’ will improve opt-ins because it feels like a clearer benefit.”
Step 3: Get Enough Traffic
Don’t call a winner too early. You need good sample size.
Try to get:
- At least 200 visitors per version
- 7+ days of run time
- Confidence level checked via ABTestGuide.com
Step 4: Review and Roll Out
If the new version wins, make it your new control.
If it doesn’t, no problem — test something else.
Step 5: Keep Testing
Once you’ve improved one page, move to the next one in the funnel.
Tools That Make Testing Easy
| Tool | Best For | Notes |
|---|---|---|
| GoHighLevel | Full-funnel testing | Built for service businesses and agencies |
| ClickFunnels | Easy page testing | Fast to set up and clone pages |
| Systeme.io | Simple and budget-friendly | Good for beginners |
| Unbounce | Landing page testing | Made for optimization pros |
| Thrive Optimize | WordPress | Pairs with Thrive Architect |
| VWO or Convert | Google Optimize alternatives | Enterprise-level testing |
Real Test Ideas to Try
- “Free Quote” vs “Instant Estimate”
- Testimonials above CTA vs below
- 2-form fields vs 5
- Long-form page vs short-form
- Countdown timer vs none
- “Book a Call” vs “Claim Your Spot”
- Person in image vs product-only
What to Avoid
- Testing too many things
Only test one element at a time or you’ll never know what actually helped - Calling it too early
Don’t stop a test after 30 clicks. Let it run long enough - No clear goal
You need to track one thing — opt-ins, sales, calls — not everything at once
Final Thoughts
Split testing is one of the fastest ways to boost your funnel without new traffic, new copy, or new tools. Start with one page, one element, and one question.
Run the test
Watch the data
Keep improving
Even a 10% boost adds up fast if you keep stacking the wins.
Need a Tool That Helps With Testing
We compare the top funnel builders and optimization platforms so you don’t have to guess. Check out our Top Funnel Tools Comparison to find what fits your goals.
