What on earth is Split Testing? Tips on how to Split Test
I talk a whole lot about split testing in every walks of optimization whether that’s on your internet site, off your internet site, in your design, when email marketing, etc. I figured that it was time I finally addressed what is split testing and more to the point how to split test.
First thing’s first, what is split testing? Split testing on its most elementary level describes taking multiple versions of something and alternating the 2 to see which performs better.
Webmasters use split testing a whole lot simply because they always want the highest possible conversion on the goals whether that goal is to market an item, get anyone to register for their email list thus generating a lead, or even just keeping their traffic on the site for longer.
Common subjects of split testing are the copy or design/layout that you use in your site.
You may get as macro in split testing as changing the entire layout of your internet site or as micro as changing one word in your call to action.
Since we’ve covered the what, let’s cover the how in how to split test.
Split testing can be as simple as taking several versions of whatever it’s that you want to test and interchanging them with each other with the purpose being of tracking analytics while doing so.
For instance, when you yourself have a sales page for the product you might test everything from the header graphic, including and excluding testimonials, the placement of these testimonials, your “buy now” button (call to action, color, size, shape, placement, etc.)
With regards to tracking, typically you’ll want to see which version of what it’s you’re testing converts better towards your preconceived goals.
If it’s a sales page, likely every change which you’re making on that page is always to encourage visitors to click through to the purchase page. In cases like this you are able to track your results simply using Google Analytics and tracking how many views you get to each page.
Any changes that you make while split testing have been in an effort to have the 2 numbers as close together as you possibly can as this implies that everyone who visits the sales page ultimately clicks through to your purchase page.
There typically is never an “end” as it pertains to testing split testing; you need to continue to complete it as you usually wish to be improving your conversion rate. You can even proceed and test the copy in your purchase page when you yourself have control over that page, as well.
As you’re probably gathering, as it pertains to this sort of testing, being anal is the name of the game.
With email marketing, split testing is really a major part of the process and lots of the better email marketing companies make split testing as simple as possible. I personally use AWeber, for instance, and they have a choice to check everything you are able to imagine.
Your online form, for instance, or the proper execution on your internet site which people use to register for the email list obviously plays a position in how many visitors to your internet site proceed and register for the list. You can produce as numerous versions of your web form as you like, varying it with regards to text and shape, color, etc., then choose how often you would like each of these web forms to appear in your site.
In this way you’ve multiple versions of the same form appearing randomly and interchangeably on your internet site and never having to swap them out yourself, and AWeber tracks the register rates for every one.
Then, after a time period, you are able to check in to see which performed the most effective, then take that version and produce a few copies (also very easy to complete in AWeber) of the web form which you can tweak to split test against your original one, starting the procedure anew.
With regards to precisely how long to give before choosing the winner during each split test session, I don’t recommend a certain span of time just like a week or even a month so much as I suggest that you allow the time so that the significant amount of traffic can visit your site.
This helps it be to ensure that you can get a more realistic idea of which version performed the most effective so that you can discount randomness or anomalies which tend to be more prevalent with smaller amounts of traffic.