What is redirect testing?

Definition

Redirect testing, also known as split-URL testing, is a type of A/B testing where you redirect users between two different URLs to compare their performance. This method helps determine which web page variant yields better results based on specific metrics like conversion rates, click-through rates, or user engagement.

Unlike traditional A/B testing, where variations exist on the same URL, redirect testing involves completely separate URLs. This allows for more substantial changes in design and content. It's particularly useful when you need to test entirely different layouts or landing pages.

Why use redirect testing?

Benefits

• Comparative performance analysis: Quickly see which page performs better. Redirect testing measures key metrics like conversion rates.

• User experience insights: Learn user preferences by tracking interactions on different pages. This helps tailor content to user needs. For example, analyzing landing page optimization can provide valuable insights.

• Data-driven decisions: Use hard data to guide design and content changes. Better decisions come from clear, empirical evidence, as evidenced by split testing methodologies.

How to implement redirect testing

1. Create variants: Develop two different web pages to test. For instance, you might create variants for landing page experiments.

2. Set up the test: Use a CRO tool to configure your redirect test.

3. Define objectives: Choose key metrics to measure, like conversion rates. A useful tool might be the A/B Testing Calculator.

4. Run the test: Allow the test to run long enough to gather data.

5. Analyze results: Compare metrics to find the better-performing page. You could use insights from A/B/n testing to analyze the results.

Examples of redirect testing

• E-commerce landing pages: Test different pages to see which boosts sales. Implementing landing page optimization techniques can significantly impact sales.

• Subscription forms: Find out which form layout gets more sign-ups. You can use bucket testing to determine the most effective layout.

• Marketing campaigns: Compare landing pages to see which drives more conversions. Effective split testing can identify the highest converting campaigns.

Best practices for redirect testing

• Consistent traffic distribution: Ensure even traffic to both URLs.

• Clear hypothesis: Know what you’re testing and why. For example, a clear hypothesis is crucial in A/B testing.

• Sufficient sample size: Collect enough data to ensure accuracy. This is essential for reliable conversion rate optimization.

How to implement redirect testing

Steps

1. Create variants: Develop two distinct web pages you want to test. Ensure each page has a unique URL.

2. Set up test in a tool: Use a CRO platform like Google Optimize or Optimizely. Enter the original and variant URLs.

3. Define objectives: Set your key performance indicators (KPIs). Focus on metrics like conversion rate or user engagement.

4. Run the test: Launch the test. Let it run long enough to collect meaningful data.

5. Analyze results: Compare the performance metrics. Determine which page performs better. Do not change the header or modify any structural elements.

Examples of redirect testing

• E-commerce landing pages: Test two product landing pages. See which one drives more sales. For running such tests, you can refer to the Landing Page Experiments guide. Tools like Statsig offer no/low-code support for running these experiments.

• Subscription forms: Redirect users to different forms. Identify which layout boosts sign-ups. Detailed steps can be found in the Setting up Landing Page Experiments documentation. Using features like A/B Testing and A/B/n Testing can help optimize form layouts.

• Marketing campaigns: Compare two landing pages for an ad campaign. Determine which one gets more conversions. You can learn more about Split Testing and Conversion Rate Optimization to improve the effectiveness of your campaigns. Additionally, consider using A to B Testing methods to refine your marketing strategies.

Best practices for redirect testing

Tips

• Consistent traffic distribution: Split traffic evenly between the URLs. This avoids skewed results. For more information on split testing, you can explore different methods.

• Clear hypothesis: Know what you are testing. Have a hypothesis about why one variant might perform better. For instance, conversion rate optimization can help you frame a clear hypothesis.

• Sufficient sample size: Run the test long enough. Gather enough data for accurate results. Understanding the minimum detectable effect can help determine the necessary sample size.

• Random assignment: Randomly assign users to each variant. This ensures unbiased results. Methods like bucket testing can be useful here.

• Monitor performance: Keep an eye on key metrics. Adjust if needed. Using primary and secondary metrics can provide comprehensive insights.

• Use reliable tools: Choose a trusted testing platform. Accuracy matters. Consider using A/B testing tools for precise results.

• Document everything: Track your steps and results. This helps in future tests. Implementing agile software development principles can streamline this process.

• Maintain consistency: Keep all other variables constant. Focus only on the changes being tested. Following lean hypothesis testing can ensure consistency in your tests.