What is Split Testing
The internet marketing universe is one of subtlety. Quite simple language differences and miniscule changes in presentation can be the big difference between very effective marketing and total disasters.
It is very difficult to predict, what change is to be brought in to have a more effective marketing strategy. Many people have suggested the idea of split testing.
Split testing is a sales tactic that tests two different sales pages, keywords, PPC copy and other online sales tools using an equal number of impressions/views to see which one converts more effectively. It is one of the few research tools that an Internet marketer has at their disposal that actually guarantees more conversions ” rather than simply implying that more conversions are supposed to occur.
Here is an example: Imagine that you are buying advertisements through Google adwords in hopes that you will be able to maximize your hits per day. Start two ads at equal rates and put small differences in them. Add something subtle to one such as “money back guarantee” and leave the other one as it is.
You let your ad campaign run for a few days. See which ad is the first to 40 or 50 clicks and that ad is very likely your most successful PPC ad. With split testing, you would then take that result and say to yourself Okay, well, money back guarantee got me the most clicks ” should I put that phrase in the beginning of the ad or at the end of the ad? Then you run the split testing again, doing that small change.
When you have completed this, you will have your highest preforming ad. This technique can also be used for sales copy, newsletters or anything that will increase your conversations. Some people rotate their sales pages using software and see which one gets the most sales. Through this they will eventually find the perfect sales copy. It will have a high enough conversion rate to almost guarantee success in internet marketing.
Internet marketing is still in an infant stage and much of what has been learned has been through personal stories, not science. Split testing uses large sample sizes to ensure the methods of advertising you are using is the most efficient way to garner sales. They use this science to guarantee the advertising campaign gives you the best conversion rate possible.
Because of this, it is those marketers that are willing to use Split testing that tend to have the most success in the field. In many ways, the best marketers never stop split testing, as they continue to look for the pinnacle of ad copy in an ever changing online world.Split testing is one of the few effective research tools that you can use on your own work.
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Tags: analytics, conversion optimisation, internet marketing, Split Test, split testing, Web analytics, Webmaster Tools
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