Run Split Path tests to optimize customer journeys

1. Create different conversion paths for linear sections like checkout flows and registration forms.

2. Test each variation using the same goal page, such as the Order Confirmation or Thank You page.

For example, here are three different variations of a checkout flow: Product > Payment Page >Billing Address > Shipping Address > Thank You. Product > Payment Page >Billing and Shipping Addresses > Thank You. Product > Billing and Shipping Addresses >Payment Page >Thank You.

3. Run split-path tests using both new and long-term users to reduce test population bias.

Both types of users interact with your website in different ways, and it’s important to capture that data.

4. Shorten the click distance between a test page and the conversion page to minimize wander.

For example, on an ecommerce website, place the Add to Cart button directly below the product selection options, and a Buy Now button directly under that.

5. Add Features and Registration pages to your path and test for increased performance.

In some cases, adding more pages before the conversion page can increase performance. For example, Home page > Features > Sign up > Confirmation page.

6. Test different orders for the same content in your final path steps.

For example, reversing the order of Payment Page and Create Account in the sequence: Sign Up > Payment Page > Create Account > Thank You. Or putting the Billing Address fields before the Shipping Address on your ecommerce site.

7. Test if your clients convert better using low-touch or high-touch paths, and adjust your site accordingly.

In a low-touch path, clients pay online and get started with no assistance, while a high-touch path might include pop-up links for quotes, demos, or sales rep involvement.

8. Analyze the resulting data using regular A/B testing and apply the path that generates the most conversions to your site.