7 Split Test Strategies You Won’t Regret Running

Are you looking to take your business to the next level and maximize your conversions? Then you’re in the right place. In this blog post, we’re going to dive into seven split tests that have proven to deliver impressive results.

If you try out each type of split test, you’ll have a great chance of improving the checkout process on your website, increasing your sales, and enhancing your overall conversion rate.

So let’s get started!

Jacqueline Foster
Demand Generation Marketing, Lever.co

We can count on them to bring new ideas to the table consistently

Optimize Your Funnel

7 Split Tests You Should Run

A split test, also known as an A/B test or split-run testing, is an experimentation method used in various fields, particularly in marketing, web development and user experience optimization.

CTA button test

The purpose of a split test is to compare two or more variations of a specific element (such as a web page or specific elements on a web page like the CTA button, email, advertisement or app interface) to determine which one performs better in achieving a predefined goal.

Here are 7 split tests you should really consider running – you won’t regret it!

Test 1: Adding PayPal as a Check-out Option

If you’re looking to boost your sales and provide your customers with a convenient payment option, then try adding PayPal as a check-out option on your website:

PayPal option on a website

When offering PayPal on a website as an additional payment method:

  • PayPal converts 28% higher at checkout.
  • Consumers are 13% more likely to make a repeat purchase from the same merchant.
  • Shoppers are 52% more likely to complete an unplanned purchase, especially for food delivery

Companies like Twitch and Lyft have already witnessed the positive impact of integrating PayPal, and now it’s your turn to leverage this powerful tool.

By offering PayPal as a check-out option, you’re tapping into a vast user base that prefers this trusted payment solution.

It provides your customers with a sense of security and flexibility, as they can make purchases without divulging their credit card information directly to your site. That doesn’t mean you should remove your existing payment options; rather, you’re simply expanding your offerings to cater to different customer preferences.

Learn More: How to Reduce Customer Churn and Build Lasting Relationships

2) Apple Pay and Shop Pay

In today’s fast-paced world, customers crave seamless and convenient shopping experiences. That’s where incorporating Apple Pay and Shop Pay can reap benefits.

Similar to adding PayPal to your site, implementing these payment options can result in an impressive lift in sales. Shop Pay, for example, has an average of 9% lift in conversion for all checkouts, and a 18% higher conversion rate for returning customers.

These payment options allow customers to make purchases quickly and securely, leveraging their existing payment credentials stored in their devices. With just a few taps, they can finalize their transactions, eliminating the hassle of manual data entry and significantly reducing friction in the buying process.

3) Optimize Your Checkout Process: Two-Step instead of One-Step

While one-page or one-click checkouts may work well for e-commerce giants like Amazon, it’s crucial to recognize that most businesses don’t possess the same brand power.

One-page check-outs can be intimidating. A long check-out form can overwhelm some potential customers who will then just abandon their cart. Not to mention, never ending scrolling can cause customers to get lost or confused while checking out. And many customers prefer to review their order before clicking “Purchase,” which one-click check-outs don’t allow you to do.


But implementing a two-step checkout process can yield remarkable results by reducing cart abandonment rates and increasing your ability to engage with potential customers.

The idea behind a two-step checkout is simple yet effective. In the first step, collect basic information such as the customer’s name and email address. This allows you to initiate marketing efforts and establish a connection. Then, in the second step, gather the remaining details necessary to complete the purchase.

This approach provides you with an opportunity to address any concerns that potential customers may have before committing to the purchase. By breaking down the checkout process into two steps, you’re creating a smoother and more user-friendly experience that can lead to higher conversions.

4) Increase Revenue with Order Form Bumps

One of the proven strategies to boost revenue is by implementing order form bumps.

Made popular by Russell Brunson from ClickFunnels, this technique involves offering customers an additional quick upsell when they are already in the process of making a purchase. The goal is to entice customers with an attractive and relevant offer that complements their initial purchase.

For instance, ClickFunnels boasts that:

The addition of form bumps boosted their revenue growth by 30%.

An order form bump is achieved by strategically offering a product or service that complements what the customer is already buying:


The key here is to make sure the upsell is relevant, valuable and seamlessly integrated into the purchasing flow, so that it’s irresistible for customers to pass up.

5) Upsells with Speed and Automation

When it comes to upsells, speed and automation can make all the difference.

Customers appreciate solutions that provide faster results or automated processes, because it makes their lives easier. By focusing on upsells that offer these advantages, you can entice up to 30% of your customers to take advantage of the additional offers:


For example, if you offer a product or service that can be delivered instantly or with minimal effort, customers are more likely to accept the upsell. Highlight the convenience, time-saving or automation aspects of the upsell to make it more appealing.

Additionally, consider providing payment plan options for those customers who may be interested but prefer a more flexible payment structure. FYI – PayPal offers installment or pay later options:

PayPal pay later options

6) Personalization: Tailor the Experience

In today’s crowded online marketplace, personalization is the key to standing out and connecting with your audience.

Personalization goes beyond simply addressing customers by their names.

It involves customizing the content, offers and recommendations based on their previous interactions, browsing behavior and purchase history. By understanding your customers’ preferences, you can create a more engaging and relevant user experience that increases the likelihood of conversion.

Tools like Optimizely provide powerful optimization engines that enable you to segment your audience and deliver personalized content based on their characteristics and behavior:


This allows you to present relevant offers, recommendations and messaging that align with their interests, increasing the chances of conversion and creating a positive impression of your brand.

Keep in mind that:

59% of customers say that personalization influences their shopping decision.

Learn More: Segmentation 101: A Strategist’s Complete Guide to Marketing Segmentation

7) Leverage the Voice of Happy Customers

Social proof is a psychological phenomenon that occurs when people look to the actions and behaviors of others in a given situation to guide their own decisions and actions. It is a form of social influence that suggests that the actions of many individuals can validate or legitimize a particular choice or behavior.

Essentially, people tend to assume that if others are doing something, it must be the right/appropriate/best thing to do.

Leveraging social proof is a proven method to boost conversions. One way to do this is by surveying your happiest customers and uncovering what makes them satisfied with your product or service.

SG happy clients

Once you have this valuable feedback, incorporate it into your headlines and copy, and run A/B tests to compare it against your current messaging. If you infuse your copy with positive language and customer insights, you can create compelling content that resonates with potential customers.

Remember, good copy plays a crucial role in shaping your customers’ perception of your solution and its ability to solve their problems. By highlighting the reasons behind your customers’ happiness and showcasing the benefits, you’ll create a stronger connection and instill confidence in your offerings.

Learn More: The Kick-Ass Guide to Increase Customer Reviews for Your Online Store

Last Thoughts on Split Tests

Remember, each business is unique, and what works for one may not work for another. It’s crucial to test these strategies we’ve listed here on your own website, analyze the results, and iterate based on your specific audience and industry.

Don’t miss out on the opportunity to optimize your website and elevate your business to new heights. Get started with these split tests today and open the door to the next level of conversion maximization and increased sales for your brand.

If you’re ready to boost your revenue with data-driven strategies, Single Grain’s CRO experts can help!👇

Optimize Your Funnel


Repurposed from our Marketing School podcast.

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