Split Tests: The Hidden Growth Engine Behind Every Winning Funnel

Split testing, or A/B testing, is the process of comparing two or more versions of a marketing element to identify which performs better.

At first glance, it may seem like a technical optimization tool — change a button color, tweak a headline, track CTR. But in reality, split testing is a strategic lever that directly impacts both brand and partner revenue.

In iGaming, where user behavior shifts quickly and competition grows sharper by the day, structured testing is what separates guesswork from growth. A well-run split test helps partners uncover what truly drives conversions — whether it’s a banner angle, pre-lander layout, or registration flow. Each test adds a new data point to the bigger picture, revealing insights that can boost CR, FTD, and ROI across entire campaigns.

When done systematically, testing transforms marketing from intuition-driven to intelligence-driven. It's not just about finding “what works,” but about understanding why it works — and using that knowledge to scale smarter.

What to Test: Every Click Has Its Variable

Split testing isn’t just about swapping headlines — it’s about dissecting every stage of your funnel to understand what truly converts. In iGaming, even the most minor tweak can shift user behavior and dramatically change your results. Marketers should systematically test every element — from visuals to bonuses.

Here’s what deserves your closest attention:

• 1. Creatives.
  The first impression decides whether a user clicks or scrolls past. Test visuals, taglines, and formats — static, motion, or UGC — to see which grab attention and drive engagement.


• 2. Pre-landers.
  Pre-landers bridge curiosity and action. Experiment with length, structure, storytelling style, and social proof. A/B test versions with timers, testimonials, or gamified elements to find what builds the strongest intent to convert.


• 3. Landings.
  Test headlines, button placement, forms, and visual hierarchy. Even a minor layout change can impact CTR and registration rates.


• 4. Offers.
  Not all offers resonate equally. Try different deposit bonuses, free spins, or exclusive perks to determine what motivates your audience most.


• 5. GEOs.
  Audience behavior varies by region. Run split tests across multiple GEOs to adapt creatives, language, and value propositions to local preferences.


• 6. Call-to-Action.
  Your CTA can make or break a conversion: test action verbs, colors, and placements to find the perfect combination that compels users to click.


• 7. Bonuses.
  Experiment with bonus types and visibility — upfront vs. after signup, cash vs. spins. Data will show which triggers lead to more FTDs without hurting ROI.

Testing isn’t about proving a theory right — it’s about learning faster than your competitors. Every variable tested brings you one step closer to predictable, scalable growth.

How to Run Split Tests the Smart Way: From Alignment to Analysis

Split testing only works when it’s structured — and structure begins with teamwork. Every practical test starts with communication between you and your Affiliate Manager (AM). It’s not just about “getting approval,” but about aligning goals, understanding data flows, and ensuring results are valid and actionable. Here’s how to do it right:

Align with Your Affiliate Manager

Before launching any test, discuss your hypothesis and expected impact with your AM. Clarify what metrics will be tracked (CTR, CR, FTD, ROI) and how long the test should run. Experienced AMs often know which variations performed best in similar campaigns — leveraging their insight saves you both time and traffic. Always get a green light before going live to avoid overlapping tracking links or data conflicts.

Collect Data the Right Way

Set clear tracking points: from creative clicks to final deposits. Use your affiliate platform’s reporting tools (such as Scaleo or Affilka) and pair them with Google Analytics or Voluum for deeper behavioral insights. Ensure traffic is evenly split between test versions and avoid mid-test edits—they distort results.

Analyze with Purpose

After you’ve collected enough data, dive into metrics that truly matter. Don’t chase vanity stats like impressions — focus on conversion paths. Compare not only raw numbers but also conversion quality: player retention, deposit frequency, and LTV. Use statistical significance calculators to confirm that your winner isn’t just a random spike.

Present Results Professionally

When sharing outcomes with your AM or brand representative, make it visual and structured. Show side-by-side metrics (CTR, CR, FTDs, ROI) for both versions, highlight learnings, and propose next steps. Use charts or dashboards to illustrate impact — clear visuals build credibility and make decision-making easier for both sides.

Lock in Winning Variations

Once the brand validates your results, standardize the best-performing version across campaigns. Document your findings: what worked, what didn’t, and why. This knowledge becomes part of your internal playbook — helping you optimize faster in future tests.

Keep Iterating

A split test isn’t a finish line — it’s a feedback loop. As audience behavior, bonuses, or GEO trends shift, retest key variables every few months. Continuous testing keeps funnels fresh, stable, and competitive.

In iGaming, where data volumes are high and every click has value, organized testing is your most potent performance weapon. Align early, measure carefully, and present confidently — because numbers don’t just prove success; they build trust and long-term growth between partners and brands.

Why Split Testing Benefits the Brand

For iGaming brands, split testing isn’t just an optimization tactic — it’s a growth strategy. Every experiment reveals what truly drives conversions, engagement, and long-term player value.

When partners run structured tests on creatives, landings, and bonuses, the brand benefits from cleaner traffic, higher FTDs, and better retention. At Stars Partners, we turn data into action — transforming insights into measurable revenue growth.

Ready to launch your next split test and unlock the full potential of your traffic?

Contact your Affiliate Manager — we’ll help you set it up, share proven insights, and guide you toward what already works. In iGaming, success belongs to those who test — and Stars Partners turns every test into a win.