Why split testing
should be a part of every marketer's arsenal
Split testing is a powerful strategy for understanding
customers and fine tuning your offer or message.
The premise of testing in the first place is to try
different ideas, with a goal of increasing the effectiveness
of each subsequent modification.
Unfortunately, this is frequently not the case. Test
marketing messages is very much a trial and error affair.
Much has been written about what works to make sales.
Different techniques exist that will supposedly increase
an offers effectiveness. Some are crazy, some may actually
help.
Making changes based on common assumptions is better
than just making changes out of the blue. But the fact
is that the only way to find out what will motivate
your customers to take action on your offer, is to measure
your effectiveness, test your offer, and review your
results. And try new ideas.
There are numerous advantages to split testing. Two
of the biggest are that it delivers more accurate test
results, and gives near instantaneous feedback on what
is working and what is not.
Stop making incorrect decisions because of seasonal
and external factors
Historically, testing online has meant trying one offer
for a while and then switching it and watching for an
increase in sales.
Using this "one after another" approach is
often worse than not testing at all. It leads to decisions
based on incorrect data. Lots of things happen over
time. Wars, changes in the economy, not to mention normal
seasonal factors that all have an impact on your customers
willingness to pull out their wallet.
Simultaneous split testing levels the playing field.
Testing offers or variations at the same time means
that they are influenced by the same external factors.
Results from "same time" testing are the most
accurate, and are unlikely to lead you to false decisions.
Quickly learn what is working and what is not
Testing more than one offer at the same time gives
you instantaneous feedback on which is making more money.
There is no faster way to learn which test member is
performing better.
Testing one after another can take weeks before enough
data has accumulated to be statistically significant.
Testing offers at the same time gives immediate feedback.
As part of an overall marketing strategy which seeks
to improve conversion rates, split testing is an invaluable
tool.
Scott Miller
___________________________________________
Vertster.com | http://www.vertster.com/
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