Split Testing Made Simple: How to Optimise Your Construction Business Marketing for Better Results

Having spent many years in the construction industry, I understand the challenges faced by UK trade and construction businesses. Marketing budgets tend to be tight, competition is often fierce, and every pound spent needs to deliver results.

That’s why I’m a great believer in practical, data-driven strategies like split testing. In this post, I’ll break down what split testing is, why it matters for your business, and how you can use it to get more leads and better results from your marketing.

 

What Is Split Testing?

Split testing, also known as A/B testing, is a straightforward but powerful way to improve your marketing. It involves comparing two versions of a marketing asset (like a web page, advert, or email) to see which one performs better against a key metric, such as click-through rate, enquiries, or sales.

For example, you might test two different headlines on your website’s landing page or try out two versions of an advert with different calls to action. By showing version A to half your audience and version B to the other half, you can see which one gets more responses and make informed decisions about what works best for your customers.

 

Why Split Testing Works for Construction Businesses

Construction and trade businesses typically work with a wide range of clients, including homeowners, property developers, fellow contractors, and local authorities. What appeals to one group might not resonate with another. Split testing helps you take the guesswork out of your marketing by letting the data tell you what your customers respond to.

Key Benefits of Split Testing

Higher conversion rates: Minor changes, like tweaking a headline or call to action, can significantly increase the number of enquiries or leads you get from your website or ads.

Better return on investment: By focusing your budget on what works, you avoid wasting money on underperforming ads or web pages.

Data-driven decisions: You no longer have to rely on gut feeling or guesswork. Split testing gives you concrete evidence of what works best for your business.

 

How to Run a Simple Split Test

You don’t need a big budget or complicated tools to get started. Here is a step-by-step guide tailored for trade and construction businesses:

1. Choose What to Test

Pick one element to test at a time, such as a headline, call to action, image, or offer. For example, test “Get a Free Quote” versus “Book a Site Visit Today” as your call to action.

2. Create Two Versions

Make two versions of your ad, web page, or email. Keep everything the same except for the one element you are testing.

3. Split Your Audience

Show version A to half your audience and version B to the other half. Most website platforms and email marketing tools have built-in features to help with this.

4. Measure the Results

Track key metrics like clicks, enquiries, or sales. After a set period (usually a week or two), see which version performed better.

5. Implement the Winner

Use the winning version in your ongoing marketing. And consider testing another element next time for continuous improvement.

 

Practical Examples for Construction Businesses

Example 1: Website Landing Page

A roofing company wants more homeowners to request quotes online. They test two versions of their landing page: one with a headline “Protect Your Home with a New Roof: Get a Free Quote” and another with “Upgrade Your Roof Today: Book a Free Inspection.” After a week, the “Free Inspection” version gets 30% more enquiries. The business switches to the winning headline and sees a steady increase in leads.

Example 2: Facebook Advertising

A builder runs two Facebook ads; one targeting people interested in “Home Improvement,” the other targeting “Home Design.” The ad aimed at “Home Design” enthusiasts generates 23% more leads at a lower cost per enquiry. The builder shifts more budget to the better performing audience and maximises their ROI.

 

Summary

Split testing is a simple, cost-effective way for construction and trade businesses to get more from their marketing. By testing one change at a time and letting the data guide your decisions, you can boost enquiries, stretch your marketing budget further, and stay ahead of the competition.

 

Take Action

Ready to try split testing? Start with a single element, like your website’s main headline or the call to action in your next email campaign. Use your results to make data-driven improvements and keep testing new ideas for ongoing growth.

Up Next

Branded Merchandise: How T-Shirts, Hats, Coffee Mugs and More Can Boost Your Construction Business

In our next post, we’ll explore how branded merchandise can help your construction business stand out, build brand loyalty, and create fresh marketing opportunities. From workwear to coffee mugs, discover practical ways to turn everyday items into powerful marketing tools.

Found This Useful?

I hope you've found this guide to split testing helpful. If you would like to discuss how to optimise your construction business marketing with split testing, please email me. You can also connect with me on LinkedIn. If you would like to talk about your construction company's digital marketing strategy, feel free to reach out as well.

About the Author

John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.

In 2016, John transitioned into digital marketing as an it’seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.