Split Testing and How it Influences Online Marketing (Graham McKenzie)
Jan 12, 2010
A tiny change in presentation or different phrase can mark the difference between a highly successful and popular ad and an ad that fails miserably.
Because these changes are so small, it is often difficult to examine which ad will work and which ad will not.
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. The technique is one of the few approaches a marketer can take in testing out the success of various ads.
For example, suppose you have two ads with minor differences. This could include a different color or small phrase. You want to test the two, which is known as split testing. You run the test for a few days.
After the test is completed, the marketer will gauge which ad was more successful based on ad clicks. Reaching 40 or 50 clicks is a great indication of a successful ad. The marketer then takes the winning ad and pairs it up with another similar ad with another small change. This process continues several times.
Eventually marketers will reach an ad that they deem desirable and guaranteed to succeed. The ad will run and marketers will continue to study its success. While the ad continues to run, the marketer will probably run another series of split testing. It?s a never ending process.
Because Internet marketing is in it early stages, much of what we know to do is based more on anecdotes rather than any type of science. Split testing utilizes some science, which is why it?s so popular.
Marketers who incorporate split testing find more conversions than companies that do not. It?s proven to help your sales, so it comes at no surprise that more and more marketers are using this simple approach.
About the AuthorGraham McKenzie is the content Syndication Manager for the splittestmasterguide.com teaching webiste owners how to split test for increased profits..