Not only should you never test more than one variable at a time, but you should also make sure your variations are OBVIOUSLY different.
Here at Thrive Themes HQ, we like to call this the Paperclip vs. Bowling Ball Strategy.
That means if I asked a group of people to guess the weight of a paperclip and then guess the weight of a bowling ball, there would likely be a clear result that the bowling ball is much heavier than the paperclip.
However, if I asked the same group of people to guess the weights of a soda can and a pint of milk, there probably wouldn’t be as clear an answer as to which object was heavier.
How do you apply this idea to A/B tests?
For example, if you’re A/B testing headlines, don’t change just a single word or two between variations. Make the headlines completely different. One variation might ask a question where the other is a How To headline.
Or maybe you're testing a text only sales page vs. a video sales page. These are big differences being tested that could result in big conversion rate results by the end of your A/B test.
Applying this Paperclip vs. Bowling Ball Strategy will also help you better isolate what’s driving those conversion rate changes.
Now, click the next lesson arrow below to learn at what point your A/B test variation designs become good enough to pull the trigger and start testing so you don't waste time tweaking inconsequential details...