About the same as anywhere else. Split URL tests win 10% of the time on content pages, against 11% across all page types. This page neither helps nor hurts the change type.
It is also the strongest change type we can measure on content pages — nothing else we track wins more often there.
Small sample. Few of these tests cleared the bar. The 95% interval on that win rate runs 4% to 21%, so read the figure as directional.
| content pages | all page types | |
|---|---|---|
| Tests analysed | 50+ | 1,000+ |
| Beat control | 10% | 11% |
| No measurable difference | 74% | — |
| Lost to control | 16% | — |
| Median lift when it won | not reported | — |
Median traffic per variant was 868 visitors.
| change type | win rate on content pages | tests |
|---|---|---|
| Split URL (this page) | 10% | 50+ |
| Headline | 6% | 50+ |
Only change types with at least 30 tests on content pages appear here.
Traffic is split between two addresses. The variant is a different page at its own URL, not a modified version of the control.
A split URL variant is a whole separate page, so every description of what changed reduces to "traffic goes to a different page". The detail lives on the variant page itself, which belongs to the customer.
This is every Mida account that ran a readable test — in-house marketers, founders, product teams, and agencies working on client sites. Nothing here is filtered by who ran the experiment or how experienced they are.
Low win rates are normal in experimentation, including at the top end. Microsoft's experimentation team, reporting on its own platform, found that only about one third of ideas improve the metric they were designed to improve — and that roughly another third actively hurt it. That is a dedicated experimentation organisation with research, prioritisation and review behind every test.
A mixed population like this one runs below that. The gap is roughly what disciplined practice buys you: ideas grounded in research rather than opinion, one variable at a time, and tests built so the result can actually be read.
So treat these as a general base rate, not a target. If you would rather not close that gap the slow way, find a CRO agency in the United States, the United Kingdom, the Netherlands or Australia — or browse every region.
A win is a variant that beat its control on that test's primary goal with a statistically significant result. Tests that never got enough traffic to say anything either way are excluded. The methodology has the full detail, including what these numbers cannot tell you.
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