May 27, 2016

The Imperative Role of Split Testing

Effective marketing involves a great deal of expertise and technology, which is why Genius Monkey employs marketing scientists that stay on top of it all. However, even being the high-tech industry that it is, marketing is not an exact science, but more of an art form; continually changing and improving.

There are many effective ways to generate traffic coming into your website, or landing pages. These promotional campaigns are designed to attract a targeted crowd of online web visitors; all with the intention of converting each visit into a lead, or better yet; a sale.

Genius Monkey has tried and perfected the method of programmatic advertising, which determines, and targets, the group of consumers most likely to buy. However, once your crowd is determined, there are means by which Genius Monkey can increase the traffic to a site or landing page.

But not all landing pages are created equal. One variation of a landing page may generate a much higher conversion rate than another page, promoting the very same thing. Certain changes, whether large or subtle, can make a world of difference in the success of producing conversions. It’s up to the brand advertiser, or the digital marketer, to decide just which elements to incorporate into the page in order to produce the most conversions.

To determine and validate which of these variations prove to be most effective, marketers can conduct split testing, otherwise referred to as A/B testing or multivariate testing. It should be included in the marketing strategy and overall optimization process of any company advertising online.

Simply put, A/B split testing is a hypothesis testing that involves two variants, logically named A and B, hence the name of A/B testing. It is conducted with a series of random experiments that involve the two variants, with all other things being equal. For instance, a successful insurance company placed an ad in which they quoted a statistic of 75% of the clients having coverage available to them at a very low cost of $70 per month. In the name of split testing, the company replaced “75%” with “3 out of 4” individuals, and the results were astoundingly improved. It resulted in an increase in enrollment of 106%!

One may wonder why all marketing campaigns don’t conduct more, if any, split testing. The best answer we can come up with is that they are just being a bit “lazy.” It does take a degree of work and monitoring, but in the end, it’s well worth the time and effort, and Genius Monkey always goes over and above the call of duty to assure that each as placed produces the maximum effect possible.

Many are the marketers that believe that split testing is used exclusively for optimization. However, A/B testing can also be used for validation, which is imperative during the initial stages of a digital marketing campaign.

Split Test for Optimization - Split testing is most often used to optimize an ongoing PPC and CPC campaigns to find out which particular variation of a particular page element, such as layout, headline, image, form, call to action, etc. brings about the most response, and ultimately, the highest conversion rate. This method is intended to increase past conversion rates of a particular campaign after is has been rolled out for any given length of time.

Split Test for Validation - A/B testing is great for a PPC and CPC campaign that is already ongoing, but it’s not the only use of this valuable tool. In addition, marketers can utilize it before a campaign is ever rolled out to learn which version will be the most effective once it is. As an example, you may want to roll out a whitepaper or an eBook as part of your PPC/CPC campaign. Different variations may be tested so that you can validate which one will result in the best responses, letting you know which one would be best to use for the campaign.

A/B split testing holds a great deal of importance if validation of which particular elements in your online advertising campaign is critical to you. At Genius Monkey, we have honed our skills in multivariate (split) testing. In doing so, we make it possible for you to reach out to millions of targeted customers with ease and convenience … all at a fractional cost of traditional marketing.

Our easy-to-read performance tracking allows you, the client, to see every factor of the marketing effectiveness of the split testing, including total clicks, impressions, views, conversion tracking, and much more.

Interested in learning more about how Genius Monkey can boost your conversion rates today?

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