Finance & Insurance suits this change better than most industries do. Split URL tests win 18% there against 11% across all industries. Within Finance & Insurance that is roughly par — the industry as a whole runs at 16% — so it is a good place for split URL rather than the best thing to test here.
It is the strongest change type we can currently measure in Finance & Insurance.
| Finance & Insurance | all industries | |
|---|---|---|
| Tests analysed | 100+ | 1,000+ |
| Beat control | 18% | 11% |
| No measurable difference | 53% | — |
| Lost to control | 29% | — |
| Median lift when it won | +18.7% | — |
Median traffic per variant was 979 visitors. Most ran on homepages (50), landing pages (41), lead capture pages (39).
| change type | win rate in Finance & Insurance | tests |
|---|---|---|
| Split URL (this page) | 18% | 100+ |
| Headline | 16% | 50+ |
| Styling | 15% | 50+ |
| CTA copy | 13% | 39 tests |
The industry overview is at Finance & Insurance benchmarks; rates across all industries are on the split URL benchmark.
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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