Affiliate Disclosure: Look, I'm working my ass off delivering value to you. So, yes any links that you see in this post are probably affiliate links to help keep this blog going. They are true recommendations and if you click on them and purchase, I probably earn a commission (at no additional cost to you).
If you are paying for your ad to be clicked, you can drive the cost down by generating more clicks.
Google, Facebook, and the rest optimize their platforms to make money, so they sell the spaces cheaper to advertisers that generate the most clicks.
If your ad isn’t generating clicks and somebody else’s is, Google & Facebook are going to prefer that advertiser and reward him by lowering his cost per click.
When you are buying thousands of clicks, this is a huge advantage.
Plus, you can also split-test different ads to see which one and its audiences convert better with your offer or qualify the visitor better for your offer, then this also has a direct impact on your sales.
Lastly, we have Pop-ups.
And, this is also a really important place to split-test.
If you have a pop-up on your blog which is converting at 2%, there might be a variation that converts at 4%.
That’s a huge difference.
Now, every 1,000 visitors, you are collecting 40 emails instead of 20.
What Elements Can You Split-Test?
You can split-test pretty much anything you want.
Pretty much anything on your page or email.
However, what I usually like to split-test is the:
Video (If it’s very different or one page uses a video and one doesn’t)
I like to test things that will have a bigger impact.
If your customer really wants/needs whatever you have to offer, then changing the button color and font size, will probably not make a big change in conversions.
And, unless you are testing with a huge data set of visitors, you won’t even know if that small change in conversions was due to whatever you were testing or just because the people were a little different.
This would then result in more testing and you probably wouldn’t know when to stop.
But, if you would split-test something which would make a bigger impact like the offer, headline, etc. then, you can find meaningful changes much quicker.
That’s just how I do it, I’m sure there will be some people who like to split-test those little elements too.
Benefits of Split-Testing
Split-testing really just has one benefit which is that you can find what works.
By split-testing you can find which variation:
generates the most amount of traffic
is opened or read the most
You get to experiment and see which one will work the best.
That is pretty much the only benefit, but it’s huge.
If you can change a page or an email to even just convert 1-2% better in the long run, you’re going to make a lot more money.
I hope this article has shed a little light on what split-testing is and how it works.
It’s definitely a useful feature that is available in most sales funnel software and autoresponders which you should be using, once you generate a significant amount of traffic.
If you have an extremely small data set, I wouldn’t worry about it too much as you don’t know if the changes in conversions are due to your changes or if the visitors were just different.