A/B Testing (Split Testing)
Split Testing simply divides an audience to provide different samples in order to improve response rates.
This has been going on for decades in different mediums. For example, Direct Response companies will create and air several different versions of an Infomercial on television. Each Infomercial will be slightly different by changing the offer, voice, or other creative in attempts to get the best response. Once they have tested each Infomercial, they will buy large volumes of Television spots and run the Infomercial nationwide with confidence.
In the online advertising world, it is important to continually Split Test. The shopping cart is a good example. Create two versions of the shopping cart. For example, create one asking for the email in the beginning, and the other one waiting until the visitor is almost finished with the transaction. Split traffic evenly for one week. View the results and split test something different on the shopping cart. This is a process that should never end.
Split Testing is not just for shopping carts. You should split test your PPC advertising continually. Split Test you home page with minor changes such as the call to action in a different color or size.
If you do not have time to split test your online presence than you are leaving money on the table.
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