If you’ve ever wondered whether a small tweak to your website would result in an improvement in sales and wanted to learn just the right way to check it out, you’ll want to learn about a concept called split testing. Split testing is used to determine whether a change in your marketing message yields better results.
It’s called split testing because you have two different versions of a page on your website. Basically you send the same amount of traffic to each and see which converts better. Split testing takes time and requires good analysis. The key to split testing is to take the guess work out of your marketing efforts.
So how do you do this online? According to Steve Jackson, Editor of the Conversion Chronicles, in a nutshell:
First you need to invest in a decent measurement system. Something that accurately records the number of people arriving at your website and the pages they land at. Second you need to have a system or web developer at your disposal that allows you to alter your pages as you require. Then you need to define what variables will make a difference to your web sales strategy.
If you’re not quite sure how to get started, hire an expert. At least the first time around.
If you want to learn how to do this yourself, Marketing Experiments is currently offering a “Certified Split Testing Expert” course. It’s designed to give you the knowledge and skills you need to test online with confidence. The course includes four teleconference sessions, each of 90 minutes, plus a full set of recordings and printed materials. Plus you’ll create your own protocol and testing on one of the pages of your company’s web site. It’s a practical application course so you’re sure to take away the skills you’ve learned. Marketing Experiments is offering the course for $495, a reasonable value when you think about the skills you’ll take away and your potential for increased revenue. If it sounds like something that would work for you, hop on over to Marketing Experiments to read more and sign up.