Split testing is the backbone of website optimization, but when done incorrectly (or on the wrong page) it can have a disastrous impact. In this session, you’ll learn when it’s appropriate to test certain pages, and more importantly when it isn’t appropriate to test. Examples of how to go about setting up a new test campaign, how to analyze the results, and how to use that data to improve your site for new campaigns will be presented. At the end of the session, attendees will be able to more masterfully: Identify a testworthy page. Conduct a proper split test. Determine elements on pages that are hurting conversions.