by Albin Dittli
By John Taylor
www.test-and-track.com
The scientific testing of advertising copy is probably one
of the oldest marketing secrets. Split run testing has
probably been in use at least since Claude Hopkins wrote
Scientific Advertising back in 1923. The most successful
marketers set themselves apart by their use of various
testing methods to tweak, adjust and refine offline
marketing campaigns to achieve huge profits.
Split-run testing (also known as A/B Testing) in particular
is the most scientifically accurate advertising testing
method known within the advertising and marketing industry.
Let me explain how split run testing operates.
Split run testing originated in the traditional print
advertising and direct mail industry. To conduct a split run
test in a print publication (usually a newspaper or
magazine), half the circulation of an issue is printed with
one version of an advert and the other half is printed with
an alternative version of the advert.
It is important to note that the adverts would be almost
identical apart from just one element such as the headline.
This allowed the advertiser to identify what the effects
were of changing each element. Otherwise it would be
impossible to identify which specific element was
responsible for the difference in response.
By adding a unique tracking code to each of the two
alternative adverts such as a different contact telephone
number or reference number, so the response to each
advertisement can be measured and evaluated.
After each campaign, the total responses are analysed and
compared. The best performing advert becomes the control
which future test adverts compete against, until another
advert outperforms it.
Split run testing can also used be in direct mail. A mailing
list is divided into two or more identical segments, a
different version of a mailing piece is sent to each, and
responses are analysed and compared. The mailing piece that
generates the optimum response the becomes the benchmark
against which potential alternatives are evaluated.
And, although offline split run testing is costly, when
properly implemented it can generate significant increases
in profitability. By routinely testing and tweaking
advertising copy you can constantly improve the
effectiveness of your advertising.
Split run testing can also be used to great effect online.
By installing a split run test script on your web site you
can serve alternative web pages to your visitors. A split
run test script allows for each consecutive unique visitor
to be sent to an alternative index page so that visitor one
will see index page 1, visitor two will see index page 2,
visitor three will see index page 1 and so on.
A good split run test script will provide you with an
administration control panel where you can analyse your
results. Obviously, the best performing web page will become
the standard until your tests confirm an improved version.
Again, it is vital that only one element is tested at a time
to ensure that improvements can be accurately attributed to
a specific change.
By using the split run technique on my web site I have
increased my sales conversions by a staggering 366%. Just
think about this for a momement... that means that with
exactly the same level of traffic I was able to almost
quadruple my profits! Can you afford to leave that amount of
money on the table?
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Copyright © John Taylor 2003.
About the Author:
John Taylor is the author of Learn over Twenty ways To
Improve Your Conversion Rate and Multiply Your Profits - A
Special Report that contains a wealth of information on
professional testing and tracking techniques that can boost
your conversion rate and generate increased profits. To
learn how testing and tracking can boost your profits click
this link now: http://www.test-and-track.com?srt
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