Do split URL A/B tests work on homepages?

About the same as anywhere else. Split URL tests win 14% of the time on homepages, against 11% across all page types. This page neither helps nor hurts the change type.

It is not the best use of a test slot on this page though. Layout tests win 27% on homepages on 100+ tests.

The numbers

	homepages	all page types
Tests analysed	100+	1,000+
Beat control	14%	11%
No measurable difference	64%	—
Lost to control	22%	—
Median lift when it won	+23.4%	—

Median traffic per variant was 935 visitors.

What else is worth testing on homepages

change type	win rate on homepages	tests
Layout	27%	100+
Hero image	18%	50+
Price framing	16%	49 tests
Social proof	15%	50+
Styling	15%	500+
Body copy	14%	100+
Split URL (this page)	14%	100+
CTA copy	11%	100+
Headline	10%	250+

Only change types with at least 30 tests on homepages appear here.

What counts as a split URL test

Traffic is split between two addresses. The variant is a different page at its own URL, not a modified version of the control.

Control and variant wireframe for a split URL A/B test — Control on the left, variant on the right. For how this differs from adjacent categories, see the split URL benchmark.

Why there are no examples on this page

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.

Who ran these tests

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.