Why Split Test?

When you are first starting out and you’re
only making about $100 per month, split
testing might not seem like something you
need to be focusing on, but it is more important
that you may think to start out with split testing.

Why?

For one thing, it could actually double
your income with very little effort on your part.
Also, it may not seem like much to double
your earnings from $100 to $200, but when
you consider you doubled your income
essentially overnight, it’s bigger than it may
seem! And, if you’re making over $100 per
month, your earning potential is even more
powerful.

One other important reason that you may want
to use split testing from the beginning is to
make sure your product converts as well as
possible in order to attract affiliates to promote
it.

If you create your own products, you’re
probably going to want affiliates to
promote them for you. Using affiliates to
promote your product is pretty much “free
money” for you. Your affiliates do all the work,
and you get paid.

Keep in mind that affiliates aren’t
going to want to promote a product if
it does not convert well.  If an affiliate
tries the product you create and it doesn’t
convert, they will probably never
promote another product for you.

Even if you’re not too concerned with
your product conversion rates for your
own income, you do have to worry about
ensuring that your products convert for
the benefit of your affiliates.

No matter what type of business you have,
split testing could very well help you to
increase your profits significantly.  If it is
something that you have been avoiding in
your business, you should start focusing on
it because it can have a major impact on your
business and on your bottom line.

What Should You Be Why You Should Be Split Testing To Increase Your Conversion RatesSplit Testing?

Below are some examples of the types of
elements you could be split testing. This
will vary depending upon on the type of
page that you want to test.

Things You Can Split Test

• Headline (text, color, size, font,
etc.)
• Price (includes base price, upsell
prices, payment plans, etc.)
• Article titles
• Call-to-action (type, text, color,
placement, etc.)
• Offers (eBooks, videos, webinars,
etc.)
• Copy (different elements of your
actual copy)
• Form fields (name, email, etc.)
• Design of a lead-generation pop-up
• The entire sales page

Things you don’t need to test:

• Minor changes to text
• Minor changes to appearance, like a
bullet graphic
• Things visitors can’t always see,
like whether a site is mobile
friendly. (Your site should always be
mobile friendly!)

It should be fairly easy to figure
out the elements that are the most
important for you to test on your sales page.
Whatever you have worried about the most,
like price, headline, or your page design,
that is probably the first thing that you
should be testing.

Multiple Variants To Test

A/B testing means sticking to testing
two versions of one element to determine
which one of them performs the best.
Sometimes you may want to test three
versions of the same element, such as the
headline, but most of the time this is only
effective if  you have a lot of traffic coming
to your sales copy. If you don’t have much
traffic, you need to limit the number of variations
so you can get an accurate result as fast as possible.

Multivariate testing is testing multiple
elements concurrently. For example, you
could test two versions of the
price, two versions of the headline,
and three versions of your call-to-action.
The tests are all run side-by-side to discover
which version gets the best results when combined.
For example, the first headline that you created
might convert best with the second price and third
call-to-action or maybe the third price and second
call-to-action  The first headline might convert
badly with the first call-to-action and
the first price.

Multivariate testing is best to do when
you have a considerable amount of
traffic.  With so many versions
to test, it is difficult to obtain an accurate
number without a substantial amount
of traffic.  Please note that you would need
to get thousands of visits per day for
multivariate testing to really be effective.

Here we will specifically focus on A/B testing,
because most people don’t have the amount of
traffic needed to conduct accurate multivariate
tests. You’re not really off the hook unless your
business goal doesn’t involve with increasing your
revenue over time.  You wouldn’t even have a
business unless that was your goal, so let’s keep going.

Split Testing Best Practices

Split testing can be a little on the technical side,
but as long as you follow a standard set of best
practices, you should have very little trouble.

These are the most important guidelines to follow:

1. One Test at a Time – If  you are split
testing manually, the most important
thing is to only perform ONE test at a time.
You want to be certain which element it
was that affected the increase or decrease
in your conversion rates. You can perform
concurrent tests when using automated
software. The program will identify which
element was offered and keep the results
separate. With manual testing, it’s not possible
to run multiple tests at the same time while
getting accurate results.

2. One Variable at a Time – Unless
you’re using automated software that
allows you to test multiple variables in a
very controlled way, you should only
test one single variable at a time. For
example, test two different headlines
in one single test, but wait until that
test is finished to test two different
prices. Again, an automated software
program will allow you to test multiple
variables at the same time, keeping in
mind that the more variables you test
simultaneously, the longer it will take for
you to get statistically accurate results.

3. Test Small Stuff – Many people
think only things like the call-to-action
and headline is important to test, but even
the smallest things can lead to getting
better conversions.

4. Test The Entire Page – Sometimes
one single element on a page
can make a huge difference in your
conversions, making an entirely
different version of a page can also
make a big difference. For example,
once you have tested a couple of
headlines and found one that converts,
you can test that same headline in a
completely different version of your
page design.

5. Test Your Entire Funnel – Lots of
people stop at testing the lead capture
page or their sales page.  However, one
lead page version might convert better
but result in fewer sales.  It’s a good idea
to test to determine  which version gets the
most opt-ins, but also which one results
in the most sales for you later.

6. Send Quality Traffic – Many people
people think it’s alright to just send
thousands of untargeted visitors to a
page for split testing, but that won’t work.
You have to drive highly targeted traffic to
your pages when split testing because sales
that come from untargeted, low-quality
traffic could be totally random and have
have absolutely nothing to do with the
elements that you are testing.

Manual Testing vs. Automated Testing

There are two basic ways to perform
split testing.  You can either do it manually
tor with the use of software.

When you perform testing manually. you
need to leave one version up until you
have a statistically valid number of
results, maybe 1,000 unique visitors, and
record your conversion rate. Then you need
to put up the second version to test, wait
until you have another 1,000 unique visitors,
write down the conversion rate for the second
version and compare the two of them.

This is a rather complicated process
because you have to monitor your
traffic  very carefully to be sure you don’t
allow the test  to run too long or not long
enough, and that you have accurately
counted the conversions generated only
within each split testing period.

Fortunately for us, there is a better way to
perform split testing. Software makes
it really easy to perform hand-off split testing.

There are two ways to do this. Either
perform A/B Dynamic testing, which
tests individual elements on the same
URL, or split URL/web page testing,
which tests 2-6 completely different
pages. This is done using a rotator
link that you can send visitors to,
showing visitors different versions of
the page. Cookies are used to ensure
that visitors will see the same version
of the page if they return later.

This kind of testing would be virtually
impossible to perform manually. Using
software saves a ton of time and ensures
statistically more accurate results. It would
take months to perform this kind of testing
manually.

Some Popular Tools Used For Split
Testing

http://www.optimizely.com

https://vwo.com/

http://www.qubit.com/

https://en.abtasty.com/

http://www.adobe.com/marketing-cloud/testing-targeting.html

Split testing can be somewhat
technical, but if you can create a
website or blog, it’s worth the little
bit of effort it takes to perform.

Even if you only increase your
conversion rates from 1% to 2%, still
you have doubled your conversions
(income or leads) virtually overnight!
This beneficial is not only beneficial to
your own bottom line, but to your affiliates
that are promoting your products as well.
Affiliates do not want to send their hard-earned
traffic, or paid traffic, to a page that has not
been proven to convert well.

No matter what results you want to achieve,
whether it be sales, email opt-ins, etc., split
testing can help you to maximize your results.

Remember, you don’t have to do it all manually.
There are split testing solutions available to you.

Google Optmize is another  tool that you
can use to create an A/B split test, which can
work in conjunction with Google
Analytics. Most people, including
myself have Google Analytics connected
to their websites.

Here is a link to review both the free and
paid version of Google Optimize:

https://www.google.com/analytics/optimize/compare/

Below is a video created by Google Analytics
team to help you get started with Google
Optimize. There are more in the series if
you want to keep watching and maybe
subscribe to their channel.

Make Split Testing Easier Than Ever

A lot of marketers make split testing way harder than it needs to be, but split testing doesn’t need to be that hard at all.  All you have to do is get your hands on a good split testing tool, one that will do all the calculations for you.  One that I recommend is Split Test MonkeyWhy You Should Be Split Testing To Increase Your Conversion Rates

If you have looked at other tools, then you’ve seen that you have to install them on your site and configure them correctly before you can even start setting up your tests.

You don’t have to do any of that with Split Test Monkey.  What makes it different?  It’s a web-based app, so all you have to do is log into your dashboard and start setting up your tests with just a few clicks of your and you’re done. And, because Split Test Monkey has an Auto Optimizer function, you don’t even need to do any calculations, because the app handles everything for you!  Split testing has never been easier, faster or more profitable.

Leave a comment below to share your thoughts and your favorite split testing tools…


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