Split Testing & Optimization Strategies
If you’re not split testing or optimizing your marketing campaigns, you’re literally leaving at least 100% of your profits on the table. But don’t worry, because by the end of this post, you will know exactly what you need to do to increase your profits and become a marketing machine!
What You Will Discover
- The MUST split test pages for every marketer
- The difference between A/B and Multi-variant split testing
- How to further optimize winning results
Since I’m in the direct response industry, I’m going to try my best to cover everything you need to know to start increasing conversions immediately, so you can make more money!
In fact, I highly recommend you grab a copy of Russell Brunson’s free book on “108 Proven Split Test Winners”. This book will literally blow your mind, when you discover the small tweaks that can increase your ROI by at least 100%.
Anyway, let’s talk briefly about the difference between A/B and Multi-Variant split testing[su_heading size=”24″ margin=”30″]Difference Between A/B & Multi-Variant Split Testing[/su_heading]
Without complicating the definition, A/B split testing just means testing two different variations and seeing what converts better. It’s literally like comparing an apple to a banana.
Feeding a monkey an apple and a passion fruit and seeing what the monkey likes better.
On the other hand, multi-variant split testing is a bit more complicated and to be honest, I would just start out with A/B split testing and then optimize. That’s because for multi-variant split testing you need complicated tools to keep track of many different winning results to come up with your winning combination of headlines, sales page, CTA and so on. You can probably see that if you don’t do this correctly, it gets messy pretty quickly!
Basically, with multi-variant split testing, instead of testing only 2 completely different pages, you’re testing the same page with different elements. Below are some examples of what you may be split testing…
- Different colour headlines
- Different call to action buttons
- Different fonts, and so on
Instead of split testing these individually like you would do an in A/B split test campaign. You’re combining these together and split testing 4-5 different variations or more at a time.
The reason why I don’t like multi-variant split testing is because you will need an enormous amount of traffic to really conclude anything since the changes are so minor.
That being said, when you’re performing a split test, there are a few things you need to consider:
- Do you have enough data to conclude your final results?
- Are you testing an important element that can affect conversions?
- Do you have a controlled variable to test against?
- Are you really looking at the IMPORTANT data?
- and so much more!
Let’s quickly break down the main points I’ve just made…
Do You Have Enough Data To Conclude Your Final Results?
One of the biggest mistakes I see when marketers do an A/B split test is to conclude the results too early.
For example, if you have 100 visitors to sales page A and 100 visitors to sales B and were able to make 2 sales from A and 1 sale from B, you DO NOT want to conclude that sales page A is the winner.
I know it is common sense, but just understand that you need enough data to back up your conclusions. If we were to continue the example with the monkey, you might need at least 500 or 1,000 monkeys to conclude if they prefer eating apples or passion fruit.
Is there a specific amount before you can conclude?
Nope! Sometimes, you will notice that a split test variation may completely bomb. If that’s the case, you can just conclude the winner and test it against something else.
Cut Your Loss + Optimize Your Winners = $$$
Are You Testing An Important Element That Can Affect Conversions?
Again, the topic of split testing is very broad and I know everyone has their own formula, so I’m just going to reveal mine here.
When it comes to split testing, I like to break mine up into Tiers.
Tier 1: Split Testing Completely Different Templates and Styles
As you can see, we were split testing 2 completely different squeeze pages.
- Video Squeeze Page
- Text Squeeze Page
We wanted to know how our target audience reacted to both of these squeeze pages and if the quality of the leads were affected in any way.
The market audience in different niches will react differently, so never assume what works for one niche will work for another.
Tier 2: Split Testing Winning Template Against The Same Template
Once you know which template works the best for your target audience, the next step is to split test different angles and hooks.
- We want to use the money hook and tell them how much they can earn from our done-for-you funnel.
- Here we used the “Automation” angle, which lets the visitor know that they do not need to lift a finger to make money.
Once you’re able to conclude which angles work the best for your market audience, the next step is to start optimizing.
Tier 3: Optimizing Your Winning Result
There’s no real formula to go about doing this, but below is what I recommend you do when optimizing:
- Add colour to important words like “FREE”
- Add quotation marks to emphasize certain phrases
- Bold, Italic and Underline
- Tweak your Call To Action
- Different font styles and sizes
- Ensure your page has quick loading time and is mobile responsive
- Much, much more!
As you can see, once you’re happy with your winning result, you need to put in more work to make it the best possible.
You’re probably thinking, you can split test and optimize forever, right?
The truth is yes, that’s why marketing is so fun and challenging and not just a stupid get-rich-quick scheme.
Believe it or not, if you follow these three tier split testing formula, you’re already doing what 99% of marketers are not doing.
(Pat yourself on the back!)
Do You Have a Controlled Variable To Test Against?
Besides your initial split tests, you should always have a controlled variable to split test against.
- A Versus B = A Wins
- A versus C = A Wins
- A Versus D = D Wins
Nice and simple split testing!
As you can see, we kept A consistent throughout the split testing process to get accurate results when comparing it to another variation. Unless of course, you have concluded that “A” is the final winner, that’s when you can start optimizing and tweaking.
I see so many marketers do something like this…
- A versus B = A Wins
- They then tweak A (Let’s call it A+) and split test it against C. So this looks like:
- A+ versus C = C Wins
- So what they do now is tweak C (Let’s call it C+) and split test it against D.
- C+ versus D = ??? (Doesn’t matter)
Basically, the reason why this is the wrong way of doing it is because once you tweak a winning result, you need to at least split test it with the original FIRST, before you can split test it against another different variation.
How else do you know if the new changes you have made to the winning result will make it better or worse?
I hope you get the point!
The bottom line is that you always want to have a controlled variable, when you do a split test.
Are You Really Looking At The IMPORTANT Data?
This is a pretty advanced topic and you will need some tools and resources to do this part right.
Basically, I’m talking about the most important data, when you’re working on all these split testing and optimizations.
For example, which page do you think is the winner…
- Squeeze page ‘A’ that converts at 60% or…
- Squeeze page ‘B’ that converts at 40%
Without a doubt, most people will choose A without a second thought, because it is converting higher right?
WRONG! You pick the squeeze page that is bringing in the most SALES and PROFITS.
I mean, the two squeeze pages that we’re splitting can very well look like this…
Squeeze page A might be generating more leads, but squeeze page B might be generating more sales.
That’s why I want to stress that no matter what you’re split testing or how you’re doing it… You always want to track exactly, where the sales are coming from, because that is the most important data, period!
So many marketers focus purely on the front end of their campaign and do whatever they can to increase opt in conversions, click through rates, adding colourful boarders and stuff like that.
That’s good work, but always remember that sales are the only important data you need to focus on.
So, just to wrap up this post, remember to always split test and optimize your campaigns.
Assumptions and guess work will make not get you real results, only data will!
Hope you enjoyed this post and remember to leave a comment below.
P.S. Before you go, I highly recommend grabbing a free copy of Russell Brunson’s 108 Split Test Winning Results!
In my opinion, it’s literally one of the best book on split testing and optimization.