58 Split Testing Case Studies
By on May 10, 2010

Last week I wrote about how to approach split testing. I also gave you a few ideas for split testing in my Ugly Truth post. But I didn’t really treat you to any juicy split testing case studies that would get your brain crushing on you.

If split testing was a woman, we would probably date. If not, I would just be her creepy stalker. Either way I’m a big fan.

split testing women

However if split testing was man, he would ask Anne Holland to marry him. She has blown my mind with her no bullocks split testing case studies (thank you Matt L for sharing her site whichtestwon.com).

Now I challenge you, my brilliant charming intelligent readers to some of Anne’s case studies. Use the skills you have picked up from affiliate marketing. Lets see how clued up you really are!

  • There are 5 case studies below.
  • Pick which you think was the best preforming version either “Version A” or “Version B”.
  • Write your answers down.
  • I will supply the answers at the end of the post.

split test 3


split test 4


split test 2


split test one


split test 5

Firstly, how damn cool are those tests! “Dash vs colon” brilliant! Anne has 58 split test case studies which all have explanations why one version did better than the other. I salute you Anne.

Anyway…to the answers we must go.

Talking avatar vs photo of a real human:

  • Version A – Talking avatar by 131%

(These talking avatars are popping up more and more. 131% is too big of a percentage to ignore. I am definitely going to try an avatar out.)

Banner ad:

  • Version B – Right side button by 65%

(One of my assumptions has always been that photos of people were good to have. I was thinking it increased trust. I was proved wrong.)

Dash vs colon:

  • Version B – Colon by 3%

(Small things like that make a 3% difference. So many possibilities!)

Happy baby vs sleepy newborn:

  • Version B –  Sleepy newborn by 12%

(Not so pretty, unhappy baby beats the happy fun toddler, that made me double take.)

Left side form vs right side form:

  • Version B – Right side form by 24.6%

(Nearly every affiliate marketing offer has their forms on the right side. If they don’t, they should. 24.6% says it all!

How many did you get correct out of 5? Are you as clued up as you thought?

Check out her site, it will rock your world.

P.S I’ve never spoken to Anne before, we are not involved in a brilliantly split tested money making scheme. I posted about her site just for the love of it.

Comments (28)

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  1. Carl says:

    Man, I have some learning to do. I got all 5 wrong! Just goes to show you really need to know your audience and consider them when designing landers and campaigns, then split-test, split-test, split-test. To go with what YOU would want to click is to shoot yourself in the foot.

    I predict I will be spending a lot of time over the next few days on Anne Holland's site.

  2. I think the easiest ones were the most common. The right side forms is on every single form lead out there, so I imagined that that one performed best.

  3. Chris says:

    That site is fantastic, there was some really shocking results from the tests I done on her website, not to mention the avatar one, I always thought those things where a pain in the a$$, but obviously the punters like them. Must be an interation and involvement thing.

    Something that had shocked me is constant results of opt-ins increasing when the details are on the right hand side, maybe because people read left to right they feel the opt-in is the resolution to the end of the flow. I have a lot of testing to do with this.

    Cheers Mr. G

    • Lorenzo Green says:

      Hey Chris,

      I just read the explanation about that right form case study. Interestingly enough it only worked well for "left brain" mathematically and analytically minded people. That test was successful because the landing page was for an aircraft mechanics degree.

      When Anne tested "right brain" creatively minded people forms on the left work best! Fancy that.

  4. Ryan says:

    I got them all right except for the #2 where I thought photos would increase conversions also. Thanks for all the great content Mr. Green.

  5. Feldo says:

    Whoa sick content Lorenzo… One of my biggest weakness is creating landing pages and even more so is altering in doing A/B testing. Still learning a bit of HTML and kinda lazy to split test LP's. However you've made me realized how important the increase in clicks in revenue that one can get with optimizing the LP. I don't want to leave money on the table, so time to saddle up and do some work. Also thanks for introducing us to this girl Anne Holland. It seems there's a lot I can learn from her site. Before I was reading books like Always Be Testing and Landing Page Optimization. This looks like a good refreshing site with good content that can help me on my affiliate marketing game. Cheers man!

  6. Josh Todd says:

    I was wrong about #2 as well, thought the photo would be the winner! I was right on most of the others I think. Maybe not the baby. That's very interesting about forms on the left for creative thinkers though, I'll have to test that out…

  7. Steven says:

    4/5… -.-

  8. Hi,

    Great post (I just RT'd "if split testing was man, he would ask Anne Holland to marry him"). Anne is a terrific, and very knowledgeable, marketer.

    There are many more such case studies here: http://www.widerfunnel.com/proof/case-studies — and I invite you to register on our site as we do monthly webinars always featuring "Which Test Won" games.



  9. @ Feldo… SHUT UP

    You don't do split testing you just steal campaigns like you do scooters

    Great post Lorenzo.

  10. Thanks for the props. Actually I must give huge credit to my Senior Reporter Natalie Myers who finds a new A/B test case study each and every week — and convinces the marketers to share results data with our readers! BTW: Natalie is presenting her Top 10 favorite a/b testing Case Studies at Online Marketing Summit's virtual summit May 27th. It's free to register and attend if you're interested. The CMO of Kodak will also be there. http://www.onlinemarketingsummit.com/spring-2010-

    • Lorenzo Green says:

      Hey Anne,

      Thanks for popping by! Your team does extraordinary work. Every company who need an online presence should be paying attention to your case studies. I will take a look at that marketing summit now.

  11. James says:

    There's definitely a couple that I wouldn't have expected to win, but I guess that's split testing for you!

    Thanks again Lo'zo 🙂

  12. andrew wee says:

    When's your talking avatar come on-stream, mate?

  13. Ben says:

    Ahh got 3/5, went AAABB, however for the 2nd banner, there's also the variable of the man's face. Probably a good idea not to tell the guy that his face resulted in -65% performance LOL

  14. Wavy says:

    Got 4 out of 5 right… picked the wrong baby photo!

    Your post proves how important split testing really is. I just came across your site and want to say that you've got some great content… thanks man, I mean, Mr. Green!

  15. kate4king says:

    it was very interesting to read http://www.mrgreen.am
    I want to quote your post in my blog. It can?

    And you et an account on Twitter?

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  17. Great stuff here. Thanks for sharing.

  18. Adesivos says:

    adoro testes A/B, tenho um site de adesivos de parede!

  19. […] To get a taste of what we’re going on about, try reading some Lorenzo Green, creator of the popular affiliate blog Mr. Green. His latest post has 5 super valuable A/B split tests that will help you tweak your campaigns for the better. Read the post here: http://www.mrgreen.am/affiliate-marketing/58-split-testing-case-studies/ […]

  20. What a information of un-ambiguity and preserveness of precious knowledge about
    unexpected emotions.

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