Simple language differences and tiny changes in presentation can be the difference between an extremely effective marketing campaign that nets you millions and a complete and utter failure.The Internet marketing world is a world of subtlety.
Because these changes are so small, it is often difficult to tell what it is you need to change in order to have a more effective marketing strategy. That is where the idea of split testing comes in.
It is one of the few research tools that an Internet marketer has at their disposal that actually guarantees more conversions ” rather than simply implying that more conversions are supposed to occur.Split testing is a sales tactic that tests two different sales pages, keywords, PPC copy and other online sales tools using an equal number of impressions/views to see which one converts more effectively.
For example: You start two ads (have them shown at equal rates) with small differences between the two. Perhaps in one you add the words Money Back Guarantee and in the other you do not add those words.For example: Lets say you are buying out ads in Google Adwords and you want to find an ad that gets you the most clicks each day.
You let your ad campaign run for a few days. See which ad is the first to 40 or 50 clicks and that ad is very likely your most successful PPC ad. With split testing, you would then take that result and say to yourself Okay, well, money back guarantee got me the most clicks ” should I put that phrase in the beginning of the ad or at the end of the ad? Then you run the split testing again, doing that small change.
When you have finished this technique, your highest performing ad will remain. This technique can also be applied to newsletters, sales copy or anything that can be used to increase your conversions. Many use software to help change their sales page to study which one has the highest sales traffic and then modify the results to gain the best sales copy. This can virtually guarantee a high enough conversion rate for your Internet marketing success.
Internet marketing is still in an infant stage and much of what has been learned has been through personal stories, not science. Split testing uses large sample sizes to ensure the methods of advertising you are using is the most efficient way to garner sales. They use this science to guarantee the advertising campaign gives you the best conversion rate possible.
Split testing is one of the few effective research tools that you can use on your own work. Because of this, it is those marketers that are willing to use Split testing that tend to have the most success in the field. In many ways, the best marketers never stop split testing, as they continue to look for the pinnacle of ad copy in an ever changing online world.
Scott McKenzie is the content Syndication Manager for the splittestmasterguide.com teaching webiste owners how to split test for increased profits.
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