How often do you split test?

11 replies
Was just wondering how often you guys split test different things like subject lines, different call to actions, different text color etc.?
#split
  • Profile picture of the author Sean May
    I try to split test everything. There is usually always something to learn from every split test.

    I have a basic understanding of what colors, subject lines, call to actions work the best with my current lists, but I have noticed that different lists and different niches react very differently so it is always good to test everything!
    {{ DiscussionBoard.errors[9750629].message }}
  • Profile picture of the author Mark Loftis
    I don't split test as often as I should

    BUT, I am currently split testing a salesletter and a squeeze page.

    Was in the mood I guess.
    {{ DiscussionBoard.errors[9750972].message }}
  • Profile picture of the author tdanz
    Always split test everything (or better multivariate).
    Even if you find the best working version continue with testing, you always learn something new.
    {{ DiscussionBoard.errors[9752146].message }}
  • Profile picture of the author aramyus
    I'm curious to know how often you split test too.

    Let's say, you start a sales funnel on day one, and after a few weeks/months, you cannot find any improvement.

    Would you regularly redo a new split test campaign after a few more months ? year/years ?
    {{ DiscussionBoard.errors[9753764].message }}
  • Profile picture of the author OTrap
    I split test anytime I can think of something to split test, which is pretty frequent. There's really no schedule for it.
    {{ DiscussionBoard.errors[9754035].message }}
    • Profile picture of the author aramyus
      Originally Posted by OTrap View Post

      I split test anytime I can think of something to split test, which is pretty frequent. There's really no schedule for it.
      I totally agree with you: anytime you feel the market has changed, or you want to reposition your product or there is something new (eg: new competition, big national news, sporting event or whatever...), you could consider a new split (or mutivariate test)

      Can you give us an idea of how many such tests you did in the last 12 months for example ? It's really a beginner question
      {{ DiscussionBoard.errors[9754685].message }}
      • Profile picture of the author OTrap
        Originally Posted by aramyus View Post

        I totally agree with you: anytime you feel the market has changed, or you want to reposition your product or there is something new (eg: new competition, big national news, sporting event or whatever...), you could consider a new split (or mutivariate test)

        Can you give us an idea of how many such tests you did in the last 12 months for example ? It's really a beginner question
        No worries.

        I've probably tested email copy variables maybe a half-dozen times over the last year.

        As for landing pages, I'm always tweaking little things to split test. Color scheme, back-end offers, freebie vs. sale, price points, etc. Any little thing can be tested. As such, I'm not even sure I could quantify the number of tests I've done. Probably at least one a week.

        In my experience, a fully optimized sales funnel, as with anything, is best approached by trying to make a series of small improvements as opposed to one or a couple big ones.

        It's also worth noting that it's sometimes helpful to test things you've tested in years past. With the ever-evolving market, there are things that have fallen out of the graces of the marketing community at large that have become relevant again. For example, in recent years, I've noticed long-copy offers with minimal media working fairly well for me again. And with emails, I've seen periods of time where text-only emails have performed better than their HTML (rich text or full graphic) counterparts, as well.
        {{ DiscussionBoard.errors[9761307].message }}
        • Profile picture of the author aramyus
          [DELETED]
          {{ DiscussionBoard.errors[9765595].message }}
          • Profile picture of the author JohnMcCabe
            Originally Posted by discrat View Post

            I do Split Testing. More so in the past. As I have stabilized my business and found out already what works and what doesn't I seem to not find myself doing it as much.

            For instance, for me there was only so much I could Split Test my Sq. Page. When I found the winning combo I just did not feel it advantageous to keep changing and testing it


            - Robert Andrew
            Same here. In the beginning, I test a lot. At some point, you reach the point of diminishing returns, where running tests on things, even if it does yield some improvement, isn't worth the opportunity cost.

            One piece of advice I'd like to share here on this day before Christmas (in the States, at least), is to start at the wide end of your funnel and test your way to the other end.

            For example, in the basic Traffic > Optin Page > List Sequence > Sales Page funnel, start with the Traffic > Opt-in section. Don't worry about what color Guru X says your Buy button should be until you've optimized your opt-in process. Start with one source of traffic and test until the opt-in rate levels off. Then try another traffic source on a copy of that opt-in page as control, and test against that.

            Once you have a steady, reliable stream of opt-ins, work your way through your sequence looking for the point where people drop off. Look at the messages on either side of that point, and test variations (one at a time) until the bottleneck is resolved.

            Once you have a reliable, predictable stream of people to your sales page, start testing that page in earnest.

            It takes some time, but if you start at the wide end of the funnel first, it takes less time than if you try to do everything at once. Especially if you're in the "try anything that pops into your head" mode (been there, done that).

            Do your testing systematically, and with a specific result you want to improve.

            Merry Christmas, Happy Holidays, best wishes whatever you celebrate...
            {{ DiscussionBoard.errors[9766222].message }}

Trending Topics