If you’re not split testing – you should be. Split testing, also known as A/B testing, is a way to compare and contrast different marketing elements to see what your audience likes the most. Through this process, you are able to curate marketing materials that are more effective than if you were to just take a shot in the dark. It basically takes the guesswork out of marketing and is essential to creating a successful campaign.
While split testing is most well known to be done with paid advertisements, there are tons of other things you can split test, as well. They can be such things as:
Split testing takes lots of time, and sometimes, can cost some extra money. However, it is super important for you to do – even just once. If you don’t have the extra time, let us know. We can help you!
Let’s say you are a healthcare company looking to improve your content’s engagement. You can run a split test with an image of flowers in it, and another with an image of people in it. If the image of people does exponentially better, then that means your target audience likes to see images of people. You can rework your marketing to incorporate images of people since split testing has shown that your target audience likes to relate to the imagery.
Alternatively, if there’s no difference, then that means imagery doesn’t matter as much to your target audience and it’s time to move on and split test your headlines or copy. Keep testing the different elements to see what you ultimately need to work on. If you’re lost on how to get more engagement on your content, split testing is the easiest way you can figure it out.
Crafting two versions of a campaign is an easy way to see what works and what doesn’t. By taking the extra time to run some split testing, you will be able to give your target audience the kind of marketing that they want. This turns into increased conversion rates for you!
Probably the most important benefit of split testing is this: it is so easy, anyone can do it. If two people in your company have two different ideas of how to run a campaign, do both and see which one performs better. Stuck on which image to use for a certain ad? Don’t decide on just one – run them all and let your audience tell you which one is best. You never know what might work and what you could learn from split testing until you do it. The results might surprise you!