Split Testing, also known as A/B testing, is a method of directed testing used to increase a website metric by shares, clicks, or conversions. In this method, the incoming traffic is diverted between two different versions of online content to test the effectiveness of both in attaining the desired marketing result. Once an effective version is identified, it can be implemented in other areas of marketing as well.
If you’re searching for one of the perfect split testing tools, we would recommend you to go for Freshmarketer. It is a number one split testing tool that not only allows an all-in-one optimization that provides A/B testing but also provides form optimization, heat maps, and session replays to show you how customers interact with your website. Moreover, Freshmarketer is free for up to 10,000 monthly visitors and is the perfect platform for you to kickstart your online marketing strategies.
How does split testing work?
An insurance company called Humana once tried split testing to evaluate their target market better. In the testing, they shared two different versions of a banner on their homepage. While one was much more detailed and had an action button that said ‘ Shop medicare plans, the second one was less cluttered, had a different featured image, and had a call to action button that said ‘Get started now.’ It was evaluated that the second poster attracted a broader audience, and more number of clicks were recorded than the first. Therefore, the marketing strategies that are more effective in their target audience were identified.
This allows us to determine ways that resonate better with our target audience and lead to an uprise in metrics by a large percentage by directing more traffic towards your website.
How can you use split testing in your marketing?
Here are a few ways by which you can test your target audience and optimize your marketing strategies accordingly.
- Page headlines
Page headlines are crucial for a visitor in deciding whether they want to leave or continue reading ahead; that’s why headlines must be well thought of and appealing to direct more traffic.
- Promotions
Promotions are often tested to make sure that the wordings are appropriate and appealing. Split testing can assure you that the presentation method and wordings that you are using are useful and attractive enough for people to engage with them
- Call to Action
Call to action buttons, or links are what allow your users to act on your marketing content. As seen in the example above, the call to action button’s wordings can significantly impact who decides to visit your website. Moreover, the placement, size, color, and text of the button or hyperlink also determine its efficiency.
- Color
Different colors hold different psychologies and moods; therefore, you need to try out different color combinations in your marketing content to see which one resonates better with your clientele.
- Modify your design
To reach a maximized target audience, you must modify your design to optimize it according to your desired reach; however, it is essential to change one element at a time rather than the entire design at once to identify problematic areas and to resolve them effectively.
How can you track the best version for your business?
Once you get on board with Split Testing, it is also essential to identify the best performing version for your business, for which there are a set of tools on the internet that can help you.
Google Analytics, Optimizely, and Unbounce are all tools available on the internet that can help you analyze and compare different variations alongside email updates of results, strategies, and long term objectives. While Google Analytics is free to use, Optimizely and Unbounce are paid apps and are famous for their ease of use. With plenty of tools available on the internet, it is just a matter of finding the perfect one for yourself and your business.
How to Test?
Emails: Testing emails and their content will help you make the most of your email marketing campaign. With thorough tests of time, subject line, and content, you can determine which type of emails has the highest turnover rates.
Online Advertising: Online advertisement is crucial in the world of social media. That’s why platforms such as Facebook, Twitter, and Instagram have dashboards that record your ads’ success and determine which ads have the highest engagements, clicks, likes, and shares to optimize and strategize forward depending on your goal.
Does your small business need Split Testing?
Split Testing is an excellent method that can help you optimize your marketing towards a targeted outcome through advertisements, posts, pricing, and much more so that you have a higher chance of converting your visitors into customers and increasing profits, which will help your small business to grow. While reducing risks, it increases your chances of success in the extremely competitive world of e-commerce.
Frequently Asked Questions
Which variables must be tested, and when?
While there are many variables to be tested, it is always better to test one variable at a time to make sure that the results are clear and easy to understand. Moreover, it is essential to decide which variables are crucial to your website, and then those must be tested for maximized outcomes.
How can you conduct A/B testing on your website?
A/B testing can be conducted through a split-testing tool. Freshmarketer offers A/B testing along with form optimization, session replays, and heat maps, which give you a clearer vision of how users approach your website.
How often do you need to perform split testing?
Depending on your marketing strategy, split testing can often be performed as you like to maximize outcomes. However, it is vital to have a clear idea in mind to achieve the desired outcome.
In conclusion, split testing is a crucial step in optimizing your website and maximizing audience reach and profits for your business.
