Why and How To Do A Split Test

Why and How To Do A Split Test
A split test is a wonderful tool that marketers use to
increase their conversion ratios, their sales and their
profits from their marketing efforts. I can pretty much
guarantee you that if you aren't using split tests in your
marketing approach that you are quite literally throwing
money away. Split tests are used both in the offline
marketing world as well as in the online internet marketing
world.

So what exactly is a split test?

A split test is a technique used to create the most
profitable marketing message by testing various components
of that message to maximize the effectiveness of each
component. Here's an example that should make the concept
clearer to understand.

Let's say you create a brand new ebook that you want to
sell online. However, you really don't know how much you
should charge for that ebook. You can use a split test to
figure out exactly how much you should charge. Here's what
you do.

Create two versions of your web page that is selling the
ebook. On one version you can put the lower price and on
the second version you can put the higher price. You then
want to send the exact amount of traffic to both versions
to see which version of the page performs best. The lower
price page might generate more sales and more profit than
the higher price page. The lower price page might generate
more sales, but less profit than the higher price page.
Sometimes, believe it or not, the higher price page might
generate more sales and more profit than the lower price
page.

Why is it important to split test? By split testing, you
identify what works best in your marketing approach so that
you can maximize sales and profits in your business. For
example, let's say the higher price page generated more
sales and more profit than the lower price page. If you
would have just went with the lower price without split
testing the different price points, you would have lost out
on a lot of money.

There are many different components of your marketing
message that you can split test. You can split test the
price, the headline content, the headline color, background
color, graphics vs. no graphics, an opt in before the sales
page vs. just a sales page. You can split test video vs.
no video or audio vs. no audio. Be creative and you will
be able to come up with tons of different components in
your marketing approach that you can split test.

Once you do a split test and you come up with a winner, the
next thing you want to do is identify another component
that you can test or come up with another variance of the
component that you tested previously. For instance let's
say the price that you tested was $37 vs. $67 and $37 won.
Maybe you might want to test $37 vs. $47. The reason why
is because the $37 price might outperform the $67 price,
but the $47 price outperforms the $37. Wouldn't you want
to know that you can charge $10 more for your ebook?

By implementing split testing into your marketing efforts,
you would be amazed at what you can discover. Not only can
these principles be used for your existing marketing plan,
you can take your discoveries and use them on new projects
that you might work on, thus saving time and money in the
process.

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Mark Garland is the owner of Analyzed Marketing Solutions
(http://AnalyzedMarketing.com).
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