Marketing Review

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If You’re Not Split Testing Then You’re Guessing

So you’ve written what you think is good copy and you’ve launched your direct response campaign. You’ve even gotten a decent response. Now my question to you is how do you know if your copy is truly optimized or not? Even with a fantastic response rate, the reality is that you might be leaving a whole lot more response on the table unless you do what is called a split test. In other words, if you are not split testing, then you’re guessing!

Split testing (a.k.a. A/B testing) is a crucial method of testing whether or not your direct response copy truly is effective or not. It involves sending out a direct response marketing sample to an audience and measuring the response rate.

Split testing is crucial if you’re going to launch a large-scale direct response campaign, whether it’s in print or on the web. You need statistical confirmation that your copy and graphic design is tweaked in such a way as to pull the greatest amount of response it can from the amount of money you’ve invested in the campaign.

One of the easiest ways to get into practicing split testing without spending a lot of money is by using it to optimize your website opt-in subscriber page. Email marketing services such as Aweber have built in split testing systems in place that are pretty darn good and it allows you to see what works and what doesn’t when it comes to converting your website traffic into captured leads.

Test One Thing at a Time

The key to split testing regardless of the format or platform is to only test one thing at a time. That’s really crucial because if you get too antsy, like most of us marketers typically are, then you’ll start testing too many things at once and the end result is that you’ve just botched up your split test because you can’t be sure of what changes actually improved or decreased response. You’re going to have to put on your lab coat here and start thinking like a scientist when it comes to split testing. Test one change at a time and ONLY one thing at a time. The good news is that the internet allows you to try out split testing very quickly and very cheaply. Become proficient at split testing on the web before you start split testing with direct response mail.

Tristan Loo is the Founder of Profit Fuzion, a marketing consultancy specializing in helping small business owners better their marketing to better their profits. Tristan developed his expertise working as the Marketing Director for an international corporation before becoming a Marketing Consultant for small business owners. For more marketing articles and advice visit http://www.ProfitFuzion.com

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