In initiating a marketing strategy, you must first identify which aspects of your game plan can bring more leads and sales, and which ones actually cost you more than you get in return. Through this, you will be able to eliminate the elements that do not necessarily add value to your business.
One of the best ways to do this is by conducting split-testing on your marketing campaigns’ performance. In this article, we’ll discuss how important it is as a marketer to understand the benefits of split-testing, and why you should incorporate it into your marketing campaign strategy.
What is split-testing?
Split-testing, also referred to as A/B testing, is a process of comparing two or three versions of marketing campaign strategies with varying variables to determine which one generates more traffic, leads, and sales. Simply put, split-testing allows the marketer to choose which one of their marketing campaign ads catches more attention and drives more clicks, and eventually, a higher conversion rate.
So, why must you use split-testing?
- Improves ad campaign conversion
A high conversion rate is perhaps the most important aspect of any marketing campaign and the primary goal of any serious online marketer. To be able to achieve this in a more practical manner, split-testing is definitely a must. Since split-testing allows you to determine which ad works well and which one doesn’t, the conversion optimization process should be easier, faster, and more effective, hence, increasing the conversion rate even more. This is also applicable to when you are optimizing your post-click landing page.
- Improves content
When you split-test your ad campaigns, you’re able to identify which elements drive higher conversion; from there, you can create a more refined version of the “winning material” to increase conversions further. In other words, instead of creating more costly modifications, you can just do a little tweaking based on the analysis made from the split-testing. This will help you create an improved final version of the ad in a more efficient manner.
- Minimized bounce rates
A high bounce rate can definitely be a bummer, especially if you have spent quite an investment on creating a high-quality landing page (or sales page). To avoid such things from happening, consider split-testing your pages to identify which elements need improvement. It could be the fonts that you use, a poorly optimized landing page with low-converting call-to-action (CTA), unclear text, poorly-converting banner ad colors (can be changed with the help of banner advertising platforms like CPL One, Adsterra, etc.), and more.Do not disregard the need for small tweaks because those little details can either decrease or increase your conversion rate.
Split-testing will allow you to determine which elements work perfectly well together and will make your potential customers actually spend more time on your website or landing page, which may eventually lead to a sale.
- Reduced risks
Making major, not fully informed changes can result in unnecessary costs and risks, but these can still be avoided if you employ split-testing. Knowing which marketing campaign strategy works best and which one doesn’t will make it a lot easier for you to make changes only on the version that has a higher conversion rate and completely rule out the other. Thus, committing unnecessary and costly mistakes that can lead you to negative gain can be avoided.