How to use an A/B split test to make your online marketing work
One of the absolute keys to online marketing success is to run tests, and at its most basic level this is the A/B split test. The way it works is simply to compare the response to a known standard - split A - with a different version of some marketing material, whether it is a web page, a email or Adwords advert - split B. Typically it can be used to test different headlines, copy or call to action and by making gradual improvements, big overall improvements can be made. In fact if you have followed any course on Adwords you will be familiar with the idea of testing one version of an ad against another.Your credit score in
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After enough data has been collected to be statistically valid you can judge whether split A or split B performs best, at which point the better performing version becomes your test standard and you make another change that can be tested for. While the changes may appear to be small and therefore insignificant, consider this; if your conversion rate stands at 1 in 200 visitors to a website and half percent improvement doubles the number of orders.
I have used A/B split testing on several sites, but probably the most striking example was to make a 4 fold improvement in signups on a squeezepage back in September or October. I’m constantly testing that to see what improvements can be made still as once set up it doesn’t take any effort.
A more complicated version of the A/B split test is Tagouchi multi-variant testing. This allows you to test multiple changes quickly, although you will need to ensure enough traffic to make the results statistically valid. Since the maths behind it are pretty challenging I’d recommend you use something like Split Test Accelerator to simplify your life.