Five Web Design Elements that You Should Split Test

Much of conversion optimization comes down to testing various elements to see what works best. You compare Item A vs. Item B, and you see what wins out. You should be constantly conducting split tests to weed out any weak elements of your web design. What may work in theory may not work once you actually make the application—this is why testing is absolutely paramount when you’re trying to boost your conversions.

Split testing, or otherwise known as A/B testing, is comparing similar elements against each other to see what garners the most positive results. For example, if you want to test your headline, you would direct 50% of your traffic to one headline, and another 50% to another headline; using analytical tools, you can set test these headlines simultaneously to see which one will win out.

If you don’t actively split test, then you will never know what works. Don’t make assumptions; let real, hard results inform your next decisions for you. As music producer Steve Albini said, “Doubt the conventional wisdom unless you can verify it with reason and experiment.”

This blog post will detail a few of the most important design element that you should be actively split testing.

Font Type and Size

Something like the font you choose can seem pretty inconsequential, but it can be very essential to your conversions. Your typeface, and the size of it, can have a direct bearing on the readability of your site; other times, it will come down to preferences of your site’s visitors. Whatever the case, it’s important to start testing the font to see what works and what your audience finds more agreeable. Something like choosing a san serif font or deciding to use a 12 point font versus a 14 point size can make a huge difference.

The Layout of the Website

You should test the overall placement of various elements on the website. Like the placement of a certain sidebar on the left side of the site, as opposed to the right side. You can test the site-wide layout to see what converts best.

Background Colors

Test the background colors of your web pages. Statistically, some colors are more effective than others when it comes to compelling people to buy. The reason for this is the psychology behind the color. Certain colors elicit certain emotions that are conducive to driving sales. For example, the color red is associated with being energetic and exciting, while the color blue is related as cool and sincere. Beyond the emotional underpinning of color theory, the background colors that you choose will have a direct effect on the readability of the site. Make sure that you test out different color combinations to strike the right balance.


Whitespace is the area of the site that has no text or any other element—it’s the part of the page that is left unmarked. Whitespace is a good way to minimize the clutter on a webpage and can help to draw attention to the other important areas on the page. The trick, though, is to find the right amount of whitespace to use on your webpage, as too much of it can definitely have a negative effect. Test the amount of text or graphics that you would like to have on a webpage, while adding or subtracting the amount of whitespace. Ask yourself if there is enough whitespace, and test to see if it adds to the user experience.


You should test the images on your site to see which ones garner the most positive results. It could be an image of your product or a more generic image; whatever the image may be, test it out against multiple variations of it.

Where to go from here

Experimentation is the only surefire path to actionable knowledge in marketing. Anything is else is theory and should be taken with a grain of salt until you try it.

The five elements listed create a starting point for you to begin split testing the performance of your design. You shouldn’t stop there, though. You should split test as many different elements of your website as possible to achieve optimal results.

Joseph Riviello

Looking for a seasoned WooCommerce expert and digital marketing strategist with an unwavering dedication to client success? Meet Joe Riviello, the CEO of Zen Agency, with over 22 years of experience helping e-commerce businesses scale through holistic marketing strategies. Joe Riviello is a seasoned WooCommerce expert, digital marketing strategist, and CEO of Zen Agency with over 22 years of experience in the e-commerce industry. He is a passionate business development professional committed to helping businesses reach their full potential through various holistic digital marketing strategies. Joe's expertise lies in creating a seamless user experience for customers while delivering strong business results. He has worked with several high-profile clients across various industries, including retail, healthcare, and finance, helping them achieve their business goals through digital marketing solutions. Joe's journey to becoming a CEO started with his passion for technology and user experience design. He has always been interested in how technology can solve business challenges and improve customer experiences. Throughout his career, he has focused on creating e-commerce websites and digital marketing campaigns that provide an exceptional user experience while delivering strong business results. As the CEO of Zen Agency, Joe is responsible for leading the agency's strategic direction and ensuring that clients receive the highest quality of service. He is a natural leader who inspires and motivates his team to achieve their goals and deliver exceptional results for clients. Joe is a recognized industry leader and has spoken at several conferences on topics related to digital marketing, user experience design, and business strategy. He passionately advocates for data-driven marketing and believes that every business, regardless of size or industry, can benefit from a holistic digital marketing strategy.

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