A snippet of Dominic Woodman's Inbound 2018 presentation covering the success and failures of SEO split testing.

1. Before:

2. After:

3. A stunning 27% drop.

5. A 20% drop.

6. Can’t write
titles to save
his life.

7. Get a testing framework
You need to be able to iterate and learn from tests. Having a
shared framework, will help with this.
#INBOUND2018 @dom_woodman

8. You don’t need the why
Knowing the why is great (find it if you can), but you don’t need
it to take action.
#INBOUND2018 @dom_woodman

9. More than you wanted to know
about titles and metas.

10. 16

11. 1. Reviews
2. Safety Information

12. Before

13. After

14. 10% drop

16. Before

17. After

18. 14.7% drop

19. Fast forward… more
tests happen.

20. Title tests usually change
traffic between ~5 - 15%
This stayed equivalent across site size and industry.
#INBOUND2018 @dom_woodman

21. 56% of all title tag
changes were negative
Around 37% were null and only 6% were actually positive. It’s really
hard to write a good title.
#INBOUND2018 @dom_woodman

22. Writing titles
is just really
really hard.