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Split Testing to Accelerate Your Conversions
Why Is Split Testing And Tracking Important...
by
Jim Bruce
Top Online Marketers Use Split Testing To Track Results
And Increase Response and Conversions!
And Increase Response and Conversions!
From my experience, the number one, most powerful success factor for any successful Internet marketing campaign, is split testing and tracking the results of each part of your web pages and your marketing or advertising campaign. With the data you collect, you can optimize your ad copy, sales letters, or landing pages in order to make them more effective and increase your web conversions. The easiest way to test your pages is through split testing.
Split tests are your way to ensure that you are maximizing your website's marketing potential. Many webmasters, new to internet marketing are happy to simply generate traffic to their site and offers. However, in short time, they realize that their conversion rate is a more important measure. This is particularly true if they are paying for traffic through PPC.
It isn't enough to simply drive traffic to your landing and squeeze pages, they have to convert and be profitable. This is where testing your pages comes in. Split testing is used to create the most profitable marketing message you can possibly put out there. It tests various components of your pages and marketing message. Testing allows you to maximize your sale message overall effectiveness.
What is Split Testing?
Split testing is a powerful strategy that uses software to track the response that different versions of your ad or landing page delivers to your visitors. For example, if you have made two compelling headlines for your sales page, you can use split testing to determine which one helps convert the most sales. Or you could test two different font colors for a headline and see which creates the greatest response.
A banner ad promoting your web site in various ezines could be tested. You can use a split testing script that will show two or three different versions or colors of the same banner. You would then track the banner click-throughs and see which version or color had the higher CTR or click-through-rate.... Then just keep the ad version or color with better results.
With split testing, you can test two or more radically different versions of your landing or sales page to see which version produces the most optins or sales conversions. You can also "tweak" your pages by testing various factors on the page to see which increase your conversion rate for the page. The number of things you can test with split testing is unending.
What Are the Different Types of Split Testing and Tracking Techniques Available to Marketers and Website Owners?
There are many types of split testing techniques that you can use on your site. You can always come up with one that works better for the kind of business, service or product you are selling. The most popular web conversion testings are:
- Simple A/B Split Testing: With A/B testing you can compare two versions of a headline, paragraph, font color, etc by offering every other visitor a different version of your page. When you find out the highest coverting version, you will use that one to target your audience from then on. This one is good for testing banner ads, landing pages, and email (Anything, it's just that it takes time to test it all).
- Multi-variate Testing: This is when you test more than two versions of a page, headline, font, etc. and different areas of your landing pages to see what converts best. It allows you to test more than one variant in one test. In other words, you are A/B split testing more than one factor at once.
Although complex, there are various means to obtain results. You will find a number of types of software that will produce the results your are looking for. Multi-variate testing reduces the time that A/B split testing would take to produce the same results. - Taguchi Method: This is a variety of Multi-variate testing method created by Genichi Taguchi. This is the testing technique that propelled the Japanese automakers to dominate the world market. His testing method is divided in 3 different tactics:
- The loss function
- the off-line quality control philosophy
- and innovation in the design of experiment
The Taguchi Method is a special type of multi-variant testing that can cut short the long time period that it takes to A/B test all the elements on a web page. It can be confusing for any marketing beginner and even for some advanced marketers.
It actually would take me a whole book to explain it in detail... But, in Internet marketing using the Taguchi Method is when you plan your marketing test by understanding the real function of your ad, product or website, and the goal you want to achieve.
You can apply this data into the multi-variables or factors of your site, page or ad that will be changed for the testing and tracking experiment. If you want a complete explanation about this go to the Taguchi Method page at Wikipedia. - Bounce Rate Tracking: This tests for when people visit your web site or blog and leave without visiting another web page on your site. Ever wonder what drives visitors from your website and which pages to test?
- Exit Rate Tracking: This tests when a person visits your web site or blog and clicks through to check other pages on your site and then leaves. Data for knowing how long someone stays on your different pages and which path they go from one page to another can be quite an aid to how you plan your marketing activities.
What Are Some of the Elements of Your Web Pages You Should Test?
Some of the areas that you should test to increase your web site and ad conversions are:
- Headlines
- Sales or Ad Copy
- Optin Forms
- Headers and other Images
- Colors
- Pricing Options
- Offers
- Fonts
- Layout
- Registration Pages
- Advertising Campaigns
If you aren't using split testing as part of your marketing efforts and result tracking methods, you may be loosing a lot of sales or optins. You need to learn what to change and when to change it, but the more you testing you do, the better you will get at it and the more your conversions will increase. Find out more on what to test at: Testing Your Way To Internet Success!. You can also hire a split testing manager or company to help you optimize your landing pages and ad copy.
Split Testing Resources:
Free A/B Split Testing: This is a free, online, third party split testing tool that anyone can use. You will have to create an account to use it and put some javascript on your web pages. Easy to use.
Coin Flipper: This free online split tester simply tests one whole page against another. Ideal if you just want gross data between two pages.
Easy Split Tester: This is a free split testing tool that anyone can download and use. You will have to leave your name and email to download the software. Once I figured out the installation, it did the trick. No support, you're on your own for installation, etc.
Power Split Tester: This inexpensive A/B split testor was developed by Paul Hancox. I find it the best simple A/B split tester I've used. You can test whole pages or elements on a page. It can even do some simple multi-variant testing. One nice attribute is that you don't have to know databases and be able to connect to MYSQL to use this software as with other split testers. One of the easiest to use tools I've found for split testing.
Google Website Optimizer: A free, online website split tester. You can even do rudimentary multi-variant testing with this tool.
Conversion Prophet: This is a split tester with a twist. The twist is that this software predicts conversion rates with its special AIDA formula and aids in your marketing endeavors in other special ways. With the pro version, you can also do multivariate and taguchi testing. One drawback that I found is that you have to make multiple URL pages to perform the test instead of inserting a php code in one URL page that rotates the element you are testing. Conversion Prophet does have uses, especially if you are using it to test your affiliate marketing pages.
Evolutionary Splittester: This is the newest split testing software on the block and I'm in the process of testing it out right now. Developed by Tim Robinson, this is a software that can do everything but the most complicated taguchi testing. You can even test 20 variations of 20 page elements at the same time. It is easy to install and set up. The nicest thing about Evolutionary Splittester is its cost. This software is ideal for the tester who is on a budget.
Split Test Accelerator: I find this software one of the finest split testing tools I've used. It's GREAT SOFTWARE if you want to do professional, complex multi-variate testing. This top of the line software will do complete Taguchi Method, multi-variant testing on your landing pages and website pages. Easy to install, easy to use, easy to analyze. Solid information in the accompanying manuals and ebooks walk you through the process. I thought it was a bit expensive at first, but it's paid for itself many times over by the increases in conversions and sales. Cheap when compared to the companies that will do Taguchi testing for a fee.
KaizenTrack Multi-Variate Testing Software: Taguchi style multi-variate testing can be done with this software. A bit cheaper than some taguchi testing software but I found you get what you pay for. Works great for other types of split testing too. A bit more complicated to instal and set up than Split Test Accelerator. KaizenTrack does do a great job of tracking PPC keywords and campaigns.
Omniture Test&Target: A fee-based professional taguchi multi-variate testing service. You'll have to fill out their form to request a quote in order to find out how much their service will cost you and what they can do for your particular business. Rates vary by your needs.
SiteSpect: Another fee-based professional taguchi multi-variate testing service. They trim their fee to meet your needs. Cost effective rates compared to some testing services.