3 Split Testing Tips
The three fundamental steps of Marketing are: try something, analyze the results and optimize to repeat the steps again. Split testing or A / B testing is one of the methods that helps us optimize our campaigns.
I have already seen how many companies make the mistake of basing their websites, campaigns, etc. in the personal taste of managers and a couple of basic rules of graphic design, getting to commit atrocities in terms of conversion optimization only on whims.
The important thing is to achieve the objectives that we set ourselves and for this it is necessary to check different messages or styles in practice to see which ones have the best response.
As its name implies, this technique also called A / B testing consists of testing different versions of for example an ad, banner, web page, etc. to see which ones have the best CTR, the most conversion potential and the best general response in the market.
In Online Marketing, Split Testing is very easy to carry out and analyze the results obtained with each version of the ad, comparing it with offline advertising, so there we have a very great advantage to optimize our campaigns on the internet.
1) Optimize your titles: The title of a landing page is probably the most important factor, a good title makes the difference between continuing to read the page or abandoning it, so finding the title that has the best response causes the conversion rate to vary drastically.
2) Optimize the first paragraph: Patience practically no longer exists and on the internet much less, users tend to read a little of the first paragraph to see if there is something useful and then scan the rest of the page with their eyes in case they find something that catches their attention.
Your audience prefers a complete paragraph or a list that in 2 or 3 items explains what your product / service is about? Having the answer to this question can make a difference that changes the direction of the campaign.
3) Optimize forms: If it is vital to our campaign that subscriptions to newsletters or contacts are made through forms then we must try various types of forms.
Although it seems incredible, even small changes in the number of fields or in the size of the submit button make big differences.
An EXCELLENT resource for learning more about Split Testing is Which Test Won from Anne Holland, where real cases are analyzed every week to see what differences between one ad and another or between two landing pages achieved better results in a campaign and why.
I recommend taking a look at that page every week, you learn a lot and by the way it is a lot of fun to test your skills in Online Marketing by voting for which version of the ad we think won the test.
