Split testing sounds incredibly scientific, doesn’t it? Well it kind of is but it’s also a fascinating way to find out what works – and what doesn’t – with regards to your advertising activities. After all, you’re spending a decent wad of cash on paid advertising campaigns; you don’t want to just throw your money up in the air and see where it lands.

What is split testing?

In a nutshell, it’s a way to determine which of multiple strategies is more effective. You start by segmenting a small part of your database into equal portions and then send a variant of the same advertisement to each segment. Once you determine which variant is most effective, you can then send that out to the remainder of the database. Alternatively, you can split test the entire campaign from the beginning, and use the results as a way to improve future campaigns.

Here’s an example

The subject line of an email is, arguably, the most important item of real estate in the whole message. After all, if it doesn’t capture the reader’s curiosity, it could get lost in a sea of other emails they receive that day. Your email subject line will determine your open rate, so one key measurable figure you can use to test the effectiveness of each of your split test options is to see how many people open each variant.

Boring: A message for you from Viking Tyres
Split test option 1: Your tyres are bald? Lucky we’re on sale!
Split test option 2: 30% off compact car tyres – today only

Boring: We’re looking for blood donors
Split test option 1: Free snacks, a short nap and save three lives … you in?
Split test option 2: 500mls of your lovely blood can save THREE lives this week

Don’t forget to track the results of your split testing

Remember that the goal of split testing is to see which version of your campaign delivers the best results, and to do that, you need to be able to track results. This can take a number of forms and will depend on your campaign goals. In some cases it could be that you would like visitors to visit a particular page of your site; another may be that you would like them to book a meeting, or it may be as simple as a purchase.

What aspects of a campaign can you split test?

Throughout an ad campaign, there are multiple points that can be plumped to be more powerful. Be mindful of split testing too many components at once, or you won’t be able to pinpoint exactly what change is that’s delivering better results.

Hoops to jump through – Often, the more steps you expect your readers to take in order to perform the action you want them to perform, the more likely you are to lose them along the way. Requiring them to fill out too many fields in a form, expecting too much personal information and having them click through to another new tab are all barriers to conversion. But try the split approach and see which works for your particular audience.

Hopefully, by now, you understand what split testing is and how you can test it out on your own next marketing campaigns. If you need help or would like Emroy Creative Group’s in-house marketing expert to help with your strategy, head over here.