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SaaS Marketing Strategy

1. 11. 2018

How Split Testing Can Help Your SaaS Company Convert More Leads Into Customers


Split Testing Illustration

SaaS companies can sometimes struggle optimizing their conversions. However, there is a powerful and well-known solution that can help out.

If you have tried optimizing the conversions and you’re unsure how this can be improved, then keep reading. The solution is Split Testing (or A/B Testing).

What is split testing?

Split testing, also known as A/B testing, is comparing how two separate versions of the same website perform in terms of conversions. The variant that provides the best results is the one to use. It’s the only way to see what your customers are looking for before they make the purchase.

Examples of split testing include:

  • Where to position the ‘Add to Cart’ button;
  • Determining the best color scheme for the page;
  • If a page needs more or less internal links for SEO;
  • What type of content is getting the most attention.

However, split testing isn’t a one-and-done solution. To set up effective split testing, you need to be making multiple adjustments to your web page. The more tests you conduct, the better your page will be optimized for conversions.

Other benefits of split testing

Split testing works well because it’s all based on data and as it is said - Data is the new oil. Each change you make is designed to improve the customer experience, which benefits both the buyer and the seller. It’s hardly a secret that happy customers make more purchases than unhappy customers. With customer satisfaction comes customer loyalty.

Amazon uses split testing

The biggest online retailer in the world utilizes split testing before making any changes to the customer experience. Over the years, they have made considerable adjustments to the Amazon product ranking algorithm, the shipping, the related products section, the list goes on. These adjustments had to pass the split testing first. If it worked for Amazon, it’ll work for you.

How to set up split testing

Split testing should follow a strategic process to get the best results. Here are the steps you need to take:

  1. Decide what you’re going to test
  2. Determine a reasonable testing period before you analyze
  3. Collect customer data
  4. Develop a theory as to why customers aren’t converting
  5. Create the page variation
  6. Analyze the new data
  7. Repeat the process

As we have already seen, this can be anything you can be seen by a customer on a web page. However, if you’re looking at improving other areas of the business, split testing can also help.

For example, if you aren’t bringing in many leads from your email marketing efforts, you can split test different subject lines or the call to actions.

For SaaS startups in particular, stick to our SaaS Development split testing framework and examine the following pages:

  • Home page
  • Pricing page
  • Sign up page.

As long as it affects how the customer interacts with your brand, you should think about split testing for optimization.

To split test effectively, you need to have tangible data. This will be your starting point and you’ll compare this to the results once the initial testing has completed.

Head over to your analytics site and find the data relating to what you want to test. Pay attention to key metrics such as the number of visitors entering and leaving, or conversion rates. The data collection step is key to making sure you’re testing the right pages. The more data you use to make your decisions, the better.


After all, if you end up split testing a page that has no impact on conversions at all, you’re not only wasting your time, you could be losing out on extra sales generated from the pages that matter. Using analytics data will help you know what pages impact conversions and those that don’t.

Creating the theory isn’t the tough part; it’s thinking of a specific, measurable solution that can solve it. SaaS development businesses should be basing their theories around page titles and subtitles, CTA text or the length of their content. For example, let’s say that your issue is that too many customers are adding a product to their cart but not completing the checkout process.


Your proposed solution is to change the way the customers proceed to confirm payment. Instead of making customers create an account to complete the purchase, you’ll allow them to continue anyway. The ‘Register’ button will be replaced by a ‘Continue’ button. This works well because you are hitting one of the three criteria, specifically the CTA text.


Now to make it measurable: you’ll know this has been a success if the number of sales increases by over 5% in the next week.

There’s a good point to be in regard to the length of time for a split test. Make sure you are leaving enough time for the changes to make a significant impact. This is highly important for businesses that don’t experience heavy volumes of traffic, as concluding the results too early can skew the results.On the other hand, if you have a high traffic volume, you want to get the best solution ASAP and capitalize.

Based on your theory, create the page variation and begin testing it against its original form. Don’t make any further changes until the time in your measurable period has passed. For example, we would leave the new page as it is for the next 7 days.

Once the time has passed, go back to your analytics program and compare the results of the original page against the new one. Be sure that you’re comparing like for like pages. The variant that delivered the best conversion rate is the one to use. However, if the results don’t show a clear winner, go back to step 3 and create a new theory.


Split testing doesn’t end here. There may be other tweaks you can make to your web page that will make improve conversions. Stick to the SaaS split testing framework and you’ll improve your conversions. The more split tests you do, the better your web page will be. As you experience more and more success, you set a new standard for future split testing.


Split testing is a very powerful way of optimizing SaaS development web pages for better conversion rates. It helps to base the adjustments on actual usage data and eliminates the guesswork. What you actually need to do in the process of conducting an A/B testing is to prepare two versions of content/design, wait for at least 1-1.5 months to measure the performance of both and make your conclusion (to be honest, data analytics tools will arrive at conclusion and you will just compare the two results). Even the smallest of changes can make the biggest differences. 



Tom Buckland
Tom Buckland is the Founder of an organic marketing agency based in the UK. Specializing in increasing revenues on Amazon & Google, he's the #1 ranked Amazon marketing consultant with KeyworX & the owner of HQ SEO.
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