A larger number of conversions. Split testing could enable you to increase your conversion rate. But even if your conversion rate doesn't change, if your CTR increases from split testing, you're making more money. Even if your conversion rate increases by only 0.5 to 1 percent, it could have a huge impact on your profits.
A lower cost per action. If you're getting more conversions for the same ad cost, your cost per conversion goes down, which improves your ROI. If you're running a PPC campaign on AdWords, Google may even reward you with either a lower cost per click (CPC) on your ad or a higher ad position at the same CPC.
An enhanced knowledge of your market. You can see how your niche responds to certain elements of marketing, and you can apply that information to other marketing efforts.
An enhanced knowledge of your competition. You can see what your competitors use on their websites and ads and determine how effective it really is.
Last but not least, it allows you to grow your customer base and hold a larger share of the online market for your niche.
Now, what if you've built out your campaign, and it takes off like gangbusters? If you have a high CTR and high conversions, can't you just "set it and forget it"? Such thinking is understandable, but it's short-sighted. Even the most successful PPC campaigns slow down, particularly if you don't do anything to them. That's because your ad gets stale from all those views, and visitors begin glossing over the ad because they've seen it so many times before. By split testing your ads and web pages that convert well, you can improve your CTR and conversion rates. And that means more money in your pocket over a longer period of time.
Types of Split Testing
There are two different kinds. The first and easiest to perform and understand is called an A/B Test. The second type is a multivariable test that consists of a more complex formula. For the purposes of this article, we'll stick to the simple A/B test. It's a pretty easy concept to understand. And you'll find it an extremely effective way to optimize your campaigns.
What Can You Split Test?
The truth is, you can conduct a split test on just about anything. And, you can test any type of marketing. It doesn't matter what medium it's in - whether it's an email, a PPC ad, an email blast, or a print advertisement. Any type of marketing can benefit from split testing.
Here are some examples of marketing:
A Web Page
One of the best marketing pieces you can and should split test is the page. In some ways, this is the most critical piece to split test, because your page is the real launching point for the visitor to begin making a purchase.
There are a number of ways you can do this. The first way is if you know a bit of code, you can program your landing page to serve up two versions. This lets you split test without waiting.
How this works is a visitor is served up one landing page, then another visitor is served up a different version. In the end, you can see which one converts better.
Another way to split test a landing page is to set up your PPC campaigns so that the destination URL goes to two different pages. Meaning you create the same ad, with the only difference being the destination URL. Remember to make sure that you are comparing the same amount of visitors for each site.
Email Blasts
Split testing your email blasts is a very smart idea. This can actually be done within most mass email service providers. Look for anything that says A/B Testing in their options when you load up your email. This option allows you to split your list up anyway you want and sent two different email blasts. So for instance, if you had a list of 1,000 names, you can send 500 of those names one email, and you can send the other 500 another email. After the emails have been sent, you can see the conversion rates of each to determine which one performed better.
PPC Campaigns
As we've mentioned previously, PPC campaigns can also benefit from split testing. You can test the headlines, the content, and the display URL to see what will be more effective.
Split testing a PPC ad is better suited for determining Be careful with this one, however. You need to make sure that the conversion rates are what you are looking at, Not just the click-through rate. That's because there is the distinct possibility that you could have a high click-through rate, but low conversions once they get to the actual landing page. This could end up costing you more money if you're not careful. The more effective ad is the one that brings the highest conversion rate and ultimately puts the most money in your pocket.
Full Test Ahead!
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