What is Split URL Testing?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 1, 2023

3 minutes

Lead generation

Split URL testing, also known as A/B testing or split testing, is a method used in lead generation to compare and evaluate the performance of different versions of a webpage or website. It involves dividing the traffic between multiple URLs to determine which version generates a higher conversion rate or achieves the desired goal.


Let's say you have a landing page for your lead generation campaign, and you want to test two different headlines to see which one attracts more visitors to fill out a form. You can create two versions of the landing page with each headline and split the traffic evenly between the two URLs. By monitoring the conversion rates, you can identify which headline is more effective in generating leads.

Another example could be testing different call-to-action buttons on your website. By creating multiple versions of the same page with different button colors, text, or placement, you can determine which variant leads to more clicks and conversions.


Split URL testing is crucial in lead generation as it allows you to make data-driven decisions to optimize your website or landing page for better conversion rates. By comparing different elements or variations, you can identify what works best for your target audience and improve your lead generation efforts accordingly.

Through split URL testing, you can gain valuable insights into user behavior, preferences, and motivations. It helps you understand what elements of your website or landing page are most effective in capturing leads, reducing bounce rates, and increasing conversion rates. This data-driven approach enables you to refine your lead generation strategies and continually improve your results.

How to Use Split URL Testing

  1. Identify the goal: Determine the specific aspect of your website or landing page that you want to test. It could be a headline, call-to-action, form layout, color scheme, or any other element that impacts lead generation.

  2. Create variations: Develop different versions of the webpage or website, each with a single change or variation in the element you want to test. Ensure that only one variable is modified between the versions to accurately measure the impact.

  3. Split traffic: Divide your website or landing page traffic between the different URLs representing each variation. You can use A/B testing tools or platforms to evenly distribute the traffic and collect data on user behavior and conversions.

  4. Monitor and measure: Track the performance of each variation by monitoring metrics such as conversion rates, click-through rates, bounce rates, and engagement. Analyze the data collected to determine which version is more successful in achieving your lead generation goals.

  5. Implement changes: Based on the results, implement the changes from the winning variation to your main website or landing page. Continually test and iterate to optimize your lead generation efforts.

Useful Tips for Split URL Testing

  • Test one element at a time: To accurately measure the impact of each variation, focus on testing one element at a time. This allows you to isolate the effects and determine which specific change influences the lead generation outcomes.

  • Gather a sufficient sample size: Ensure that you have a significant number of visitors or participants in your split URL testing. A larger sample size provides more reliable and statistically significant results.

  • Test for an appropriate duration: Allow enough time for your split URL test to run. Avoid drawing conclusions too early, as user behavior might vary over time. Consider the typical traffic volume and conversion rates to determine the appropriate duration for testing.

  • Continuously optimize: Split URL testing is an ongoing process. Even after implementing changes based on the test results, continue to refine and optimize your website or landing page to improve lead generation.


Split URL testing, also known as A/B testing, is a method used to compare two or more versions of a webpage to determine which one performs better in terms of conversion rate or other predefined goals.
Split URL testing involves dividing website traffic between different variations of a webpage. Each variation is shown to a different group of users, and their behavior and conversion rates are compared to determine the most effective version.
Split URL testing allows businesses to optimize their website by testing different elements, such as layout, design, content, or calls-to-action. It helps improve conversion rates, user experience, and overall website performance.
You can test various elements using split URL testing, such as headlines, images, colors, button placement, forms, navigation menus, pricing, and more. Any element that may impact user behavior or conversions can be tested.
The duration of a split URL test depends on factors like the amount of traffic, the desired level of statistical significance, and the magnitude of the expected changes. Typically, tests should run for at least a week to capture different user behaviors and ensure reliable results.
It is recommended to aim for a statistical significance level of at least 95% in split URL testing. This ensures that the observed differences between variations are unlikely to have occurred by chance.
While some technical knowledge can be helpful, there are user-friendly split URL testing tools available that require minimal technical skills. These tools often provide an intuitive interface to set up and run tests without the need for coding.
Yes, split URL testing can be conducted on both desktop and mobile websites, as well as mobile apps. It allows businesses to optimize user experiences across different devices and platforms.
Yes, split URL testing can be beneficial for various types of websites, including e-commerce sites, lead generation sites, content websites, and more. It helps improve conversions and user engagement regardless of the website's purpose.
While split URL testing is a powerful technique, it has some limitations. Factors like seasonality, user traffic, or external influences can affect test results. Additionally, it is important to focus on testing one element at a time to ensure clearer insights.

Article by

Ruben Buijs

Ruben, the founder of Boei, leverages over a decade of consultancy experience at Ernst & Young to optimize lead generation. Boei specializes in converting website visitors into qualified leads. Outside of work, Ruben is passionate about crossfit and enjoys gaming occasionally.

Table of contents

  1. Examples
  2. Importance
  3. How to Use Split URL Testing
  4. Useful Tips for Split URL Testing
  5. Related Terms

Turn more website visitors into sales with no-code lead widgets

Get for free

Create your first Boei widget now

Get 20% more conversations and turn them into customers easily.
You don't need take our word for it, just try for free!



Trusted by 10,000+ businesses

Quick 5-min, no code setup

Jordi Ibrahim Dan Renaat Fran Nitesh