Split Testing and How it Influences Online Marketing

by Tom Martens | 15th January 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.

An effective split test would combine two very similar ads shown at equal rates with very small differences between the two ads. For example, one ad might label ?Money Back Guarantee? while the other one will not. Advertisers want to see which ad receives the most clicks.

The ad campaign will run for a few days. At the end of the campaign, the marketer studies the two ads and breaks down which one was more effective. The marketer selects the more effective ad and then makes another minor change to the ad. Another split test is conducted. This process continues several different times until an ideal ad is discovered.

Once you have completed this technique, the marketer will find the highest performing ad. Split testing is also used in newsletters and sales copy, or anything else that helps increase conversions.

Internet marketing is still in its early stages and still a work of art. Marketers are doing more to understand the business, but they are still a ways from landing on any one true formula. Split testing is one of the most precise types of techniques they have at their disposal.

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.

Graham McKenzie is the content Syndication Manager for the splittestmasterguide.com teaching webiste owners how to split test for increased profits.


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