Ppc Advertising - What Is A Split Test?

Split testing is a cheap and reliable way to test two or more versions of a design against each other and see how they perform under live conditions. With split testing you focus one or a couple of quantitative metrics (such as like revenue, number of completed sales or sign-ups) and use them to judge how each design performs. Split testing is key. Every commercial you see has already been tested to death or is a testing campaign. Split testing is one of the main tools which can be used with email campaign software. Smart programs for emails in most cases have special solutions for split testing because this technique is the shortest way for getting worthy information about profits of marketing strategies.

Google Website Optimizer is an A/B split tester and multivariate testing platform that allows you to easily see the effects that making changes to page elements has on your website conversion rate. It's a free platform, and is robust and user friendly. Google's Adsense blog has a really simple example of how to do A/B JavaScript testing -in this case, it's being used to optimize the colors of advertisements. Even if you have no experience of using it, it's simpler to understand and completely transparent to search engines, which "see" either one complete variant of your page or the other (not some complex, glued together hybrid as with JavaScript). Google rates your web site based on content and back links. And that rating has a tendency to grow as the website matures.

Google Optimizer has the potential to do to the commercial split testing tool market what Google Analytics did to the commercial analytics software market: scare it big time. Google Optimizer is okay but I find that you get what you pay for and Google doesn't do what some of the other software out there does. You have to test to know what works. Google Website Optimizer, for example, does basic full-factorial testing (test every single combination of possibilities equally).

Split testing is the process of comparing the results (sales, leads, etc.) of one marketing piece against another marketing piece to see which generates the most sales. Clear as mud, right? Split testing is the only way to really know what will work and what won't. Testing is essential to check assumptions related to promotional messages, checkout process, product category ordering, buy now button, etc. Split testing is used to create the most profitable marketing message you can possibly put out there. It tests various components of your pages and marketing message.

Split Test is inherently limited, since it does not test the interaction of components. Nor does it measure the relative impact of individual elements upon the ultimate desired results.

By: Eugene Rivera

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