What’s the “To-Do” about Split Testing

November 19, 2008 by  
Filed under E-Commerce

When I say the word split test it reminds me of my high school days watching my older sister do the splits on the wall outside the school office with throngs of onlookers (mostly teenage boys) cringed with agony at the thought. It was the splits and it was a test, just not the kind we’re about to discuss!

Actually, a split test is a “method to track the results from several different web pages to see which is converting leads or customers better.”

For instance, if you have a new product to market but they are questioning the price, whether to add a video or change the copy of the webpage, then a split test is for you.

Here’s how it works:

1. Create a sales page and name it, for example: http://www.websitename.com/salespage1.html

2. Create a second sales page and name it, for example: http://www.websitename.com/salespage2.html. Change only one thing within the sales page. This could be the text, the price of the product, adding a photo, adding a video or adding an audio file – but only alter one thing. If you change more, it’s too difficult to judge what the determining sales factor is. This is really important for testing purposes.

3. In the 1Shopping Cart System you can use the ad tracker feature to set up the test.
Name the ad tracker, for example: Split Test Product
Add the url for the first sales page to destination url1
Add the url for the second sales page to destination url2

4. Create and Save your new ad tracker.

5. The system will then create a special link for you that will calculate leads, sales and conversion values. This is the link you will use in the promotional emails to the client’s database. The system will automatically distribute the two links through the list so visitor 1 will receive the first sales page and visitor 2 will receive the second sales page and vice versa for all visitors.

6. Evaluate your results by logging into 1SC after the email broadcast goes out and observe the number of clicks to lead conversions per sales page. What page produced the most sales? This type of information is invaluable when choosing which sales page to proceed with.

You can now either proceed with your marketing plans for this product or alter their plans to reflect what the split-test results indicate.

In the long run, it surely pays to test what marketing efforts work and which ones are duds.  It’s simple to set up, easy to administer and doesn’t require any gymnastics training!