Split Testing # 3 – Adaptive Testing

A method of split testing that is powerful and highly automated, called ADAPTIVE TESTING can be used where the general web traffic is high enough.

Imagine three test versions of a page A B and C. At the start of the test traffic is divided 33% 33% 33% between the the three sites and stats gathered about conversion rate by the testing server. If A has a significantly higher conversion rate than B and C then the ‘load balance’ algorithm biases in favour of that page and more traffic is routed to it. B and C continue to gather stats as the amount of traffic they get is always significantly above zero until the end of the test.

Becauses the most effective page for getting conversions begins to receive more traffic as soon as the stats are analyzed the testing has a more immediate effect on the actual response rate benefiting the business. Generally a benefit, the benefits become even stronger if a short-term promotion is being tested – the most effective page receiving the most traffic almost straight away (in this scenario the testing setup can typically be left in place for the duration of the promotion, reducing administration costs too).