Split Testing

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Split Testing

If you're trying to engage in results-driven marketing strategies then you must perform split testing. This form of testing can be used on anything from marketing emails to headlines and website copy. While it can take additional time, the benefits outweigh any effort. This is about drastically improving the efficiency of your marketing strategy, as well as your lead quality. You want to focus on what works best, and at what time. As a result, your marketing strategy can become much more successful.

The definition of split testing

The purpose of split testing is to pit two versions of anything against one another to see which one performs best. This can be two versions of an email. Then, you track which email sends more people to your website. Email A might have a slight variation of the content on Email B. Based on the responses, you can use this information to improve other email campaigns and gauge what your clients really want.

It's not as difficult as you think

You can perform a simple split test on two versions of a landing page. We would install a tracking code on your pages to see how well each one performs against the other. To illustrate, on Page A you have a more mysterious headline. On Page B, you have a more straightforward headline. You would then send half of your visitors to Page A and half to Page B. You then should use some type of lead tracking solution, and wait to see how each group responds. The same can be done with email messages and more.

Measures performance differences

Instead of wondering which campaign or design or content will produce the best results, you might as well test it. Split testing lets you accurately measure the differences between two different choices. All you have to do is track the response rate and collect the results. What's more is you can drill down to minute differences such as a different background color or a change in text for just one paragraph. Testing produces results that lead to improved marketing ROI.

It's more affordable than focus groups

Creating an in-person focus group can cost thousands of dollars. Through split testing, you can accurately guess how your products will be received upon launch. This is because you are testing real customers. So, you have a much clearer idea of how your target market might respond. This can take product development and refinement to new levels when you have a better understanding of what your target market wants. Instead of blindly launching a new product, you are equipped with insightful data to help you make any necessary changes.

Split testing is for the long term

You want to look at split testing as more than just an overnight project. It is important to run multiple tests for several weeks. For example, you might test website A against website B at 8 AM in the morning and find that website B wins every time. Yet, when you test them against each other once more at 1 PM, website A wins. So, this is part of the reason why split testing must become a continued practice.

Your customers may have varying preferences at different times of day and different times of week. In the mornings, they are usually rushed and thinking of a number of things such as coffee, work, traffic and breakfast. By the afternoon, they might be a bit tired, thinking about traffic, dinner and entertainment. This is why you should test at different times of day. Plus, if you have any doubts, you can always retest.

Cut down on the guesswork

One of the most critical aspects of testing is the hypothesis. You might have a hypothesis that states: "Benefit-driven headlines beat mystery when getting my target market to click on my blog posts." Without performing split testing, how would you know that you're right? Split testing is the only way to prove or disprove your theory.

When every business is engaged in some form of marketing, it is imperative to take out the guess you. You will waste countless amounts of money creating campaigns that are unproven. In an ultra-competitive business market, it is no longer feasible or economically sound to throw money away. Split testing helps you to take out the guesswork so that you know exactly where and how to spend your advertising dollars.

You get real results

Split testing helps to improve your connection with your audience. As you test and fine-tune your campaigns, you start to speak in the same language as your audience. Think of this as similar to moving to a new city. You're new, people don't know you very well, and you don't know your way around.

You want to join the social clubs and get invited to parties, but you must try to understand the residents first. The sooner you start learning their culture, how they speak and what's important to them--the easier it will be for you to live in the area and make many new friends.

It works effectively for deals and coupons

Any company involved in the sale of products and services must offer deals and coupons every so often to show customer appreciation. Some retailers offer coupons more often than others. You also want those coupons to get used--they are just one of many ways of getting customers to shop with you.

First, you must deliver your coupons in a way that motivates your target audience to look at them and use them. Which way will work the best? Should you send it in an email or post it on your site? If you send it in an email, customers may not open the email. If you put it on your site, people may not notice it. Split testing can help you find out which method works best. You don't have to ask, hoping for honest responses. You get to test real people.

When you add split testing to your marketing strategy, you inevitably set yourself apart from your competition. Now, you are not sending out random marketing pitches—you are promoting tested marketing approaches that boast results.

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