Automated Split Testing

Split Test Your Web Pages For Better Internet Marketing Profits

December 6th, 2010

Most experienced marketers will start dropping a funny phrase like how to “split test”, if you get to know them well enough. Split testing is considered a major arsenal of every good Internet marketing programme, because it is one of those things you can use to improve your sales process without much cost. In fact, it is often free to do this.

Split testing certainly has its pride of place in Internet Marketing, whether you have a website, squeeze page, or sales website. Let us take a closer look at the role of split testing in the Internet Marketing genre.

Split testing is important, but it is not an end in itself. It is a means by which any marketer can tweak out more profits from an existing piece of virtual real estate. At some point you may have to make the decision to create a new page or website to sell your product or service.

The truth is, at some point, split testing begins to provide diminishing returns, and will
reach a point where it cannot be justified. Let us learn how we can make that decision more effectively. So, now that we have a better understanding of split testing, let us look at the general cost of doing this on our internet properties.

Let’s say that you are testing the color of your title or the main focus of attention on your site. You will have one that is blue and one that is red. Now you drive traffic to your page, showing half of your visitors red and half blue. After a few hundred or few thousand visitors (whatever you want your sample size to be), you gather your information.

Once your information is gathered, then you need to analyze it. Once you are done analyzing it, let’s say that the red title worked better. Does that mean that red is the best? No, it just means that it is better than blue. So now you test it against green – and then black – and then gray – etc. Now that you have found the right color (let’s stick with red), you need to test the text of your title. So you create two version and test them. Then
you find that Title A is the best. But just like with the colors, you need to test it against multiple titles.

The thing is, at some point your testing is costing more than it is gaining you. You have the ability to test absolutely everything on and off of your website, squeeze page, or whatever you plan on testing. But at some point you need to know when to stop. A lot of internet marketers will tell you that you are never done testing, but if that is the case, when you get to reap the rewards of utilizing all of the information that you have already gathered.

So, let us take a look at the total cost so far. You have spent hours, days, weeks, and maybe even months. You will perhaps spend a lot of time on split testing. All this time will cost you money, in terms of the opportunity cost. Even if you do all of the number crunching yourself, there is an opportunity-cost because you could have been doing something
else. Plus, you have all of the time spent making the physical changes to your site, not to mention deciding what you want to test and how to test it.

While all of this might be acceptable expenses, the one thing that most people overlook is that you are also losing customers because people are not converting as high during your test. As you can see, you can literally test everything on your website.

Ultimately, you will have to decide when the cost of testing outweighs the benefits. At that point you should stop the project and move on. Testing is great, especially if you are using PPC to sell your products or services. Just make sure that it does not rob you of your time which can be better spent on other aspects of your Internet Marketing.

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Split Test Your Web Pages For Better Internet Marketing Profits