Understanding A/b Split Testing

Understanding A/B Split Testing

Understanding A/B Split Testing

A/b split testing can show you which parts of your sales process are performing well, and which ones need some adjustment. Any part can benefit from split testing, which basically means creating different versions and splitting them among your customers or visitors to see which one work best. There are three different types of split testing: a/b, multilevel and multivariate. This article discusses the most basic; a/b split testing.

A/b split testing generally consists of two versions of a certain element you want to test. You then decide on a sampling percentage of your traffic and split the two versions between them. If you want to conduct a/b split testing on your banner ads, you can test things such as ad size and placement, font size, font color, headings, background colors, whether to use text or graphics for your links, and ad content. While everything should be split tested in order to optimize the ad, you can only test one element at a time, and with a/b split testing, only two versions of the one element. How else will you know for certain what caused any conversion rate changes?

Say you want to test the ad placement. Will it work better justified top right, or bottom left? In order to run this type of a/b split testing; you will need to set up two ads, one in one location and one in the other. Then you will need to write a script that tells the server which ad to load when. For example, you may set it up to where visitor one sees ad a, visitor two sees ad b, visitor three sees ad a etc. or you may set it to so that only every fifth visitor sees ad b. The choice is yours dependent on your over all traffic and how much of it you want to risk on the test.

Once you finish the first round of a/b split testing, you have some decisions to make. If one placement significantly out performs the other, you may decide to keep that one and go on to test other elements of the ad. On the other hand, you may want to continue testing ad placements until you are confident you have the best placement possible.

The same fundamental process applies that whatever you want to test. You can test not only banner ads, but Google Adwords and Adsense ads, emails, web pages and landing pages. You can test colors, fonts, graphics, content, headings, subject lines, and a host of other elements. In addition, if you arent comfortable conducting your own a/b split testing, there are many tools available to help with not only a/b split testing, but other types of split testing as well. BanMan Pro, and Webadvert, can work specifically for banner ads, but many other tools exist. You just need to do some research. Whatever you need to test, and however you decide test it, a/b split testing is a simple tool that can help you get the best out of your marketing process.

by: igalvideo

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