Split Testing

Find the Optimal Advertising Solutions Using Split Testing

If you’re discouraged by your advertising results, split testing provides a way of learning what’s working and what’s not. It’s very easy to give up on an advertising method – whether it’s print, email, or pay per click – when the results just aren’t coming in. Yet even the advertising channels you’ve already tried may still present opportunities, and you may discover other channels you haven’t tried yet.

Split testing looks at all the variables that can impact the results of your marketing campaigns. After all, if you don’t test and examine all the factors that contribute to a campaign’s success or failure, how will you achieve success in future campaigns, or recover from the failures of the past?

Think of a simple email campaign. Even something this basic is dependent on several factors that can have an impact on results. The subject line affects the rate at which people open the email; the content or design impacts the click–through rate; and the landing page to which it sends readers affects the conversion rate to leads or online sales. There are factors within factors as well, such as the number of fields on the opt–in form on your landing page, which might impact the conversion rate of form completion. Split testing helps you evaluate these and other factors.

Split testing is critical for discovering what is or is not working, and then for improving your website, micro site, or squeeze page for optimal performance and accelerated results. Wolf21 accomplishes the results you need in two ways: A/B testing and multivariate testing. Wolf21 will determine what your prospects react to, and suggest changes based on the results.

• A/B Testing. This classic, direct mail tactic allows you to compare a baseline control version of your web page to a second version of the same page with only one single change, such as the heading. Significant improvements can be made through testing elements like copy text, layouts, images, and even colors.
• Multivariate Testing. This type of testing enables you to test more than one component of your website in a live environment at the same time, much like performing numerous A/B tests on one page. Multivariate testing allows you to test the effectiveness of limitless combinations. It also helps you understand which content or creative variation produces the best improvement in the defined goals of a website, whether those involve generating a lead or completing an online sale.

Split testing is one way of discovering the elements that improve the performance of your website and help you achieve your desired results.

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