Let’s face it: In marketing, everyone has an opinion.
But opinions don’t guarantee traffic or conversions.
That’s why top internet copywriters split test everything.
Particularly the writing that drives traffic and conversions.
With the availability of new, free tools like Google Website Optimizer, there’s no excuse for you to avoid this essential technique of optimization.
What Is Split Testing?
Quite simply, split testing refers to comparing one variation of anything against a control.
(It’s often called "A/B split testing" or simply "A/B testing.")
For example, changing only an ad’s headline and running that version against an existing ad.
Because even small changes can bring huge results.
Often, just one change—like "proven results" to "professional results"—can double or triple clicks or conversions.
And you’ll definitely surprise yourself with customer insights.
Do customers want something that’s proven, or something that’s professional?
Split testing can reveal.
(As a side note, there are more complicated forms of
testing, like multivariate. But we’ll stick with simple split testing
Start with Your Search Ads
Ready to get started?
Search marketing is an easy entry point.
Find one ad that’s performing well and change just one variable to create another version.
Try making even small changes, like incorporating more target keywords into the headline.
Then run your test long enough and with enough impressions to be statistically valid.
Expand to Your Landing Pages
Once you get the hang of it, split test landing page copy as well to boost conversions.
Here you can play with copy variables including:
- Body text
Calls to action
Try different combinations to find which get the most conversions for the least cost.
And, of course, apply winning variables from your search ads to your landing pages and other marketing materials.
Add a word to your AdWords headlines that boosts clicks?
Try adding it to your landing page headlines as well.
Become Obsessed with Results
You may learn a little with one experiment.
But to realize your marketing’s full potential, never assume you’ve reached peak results and never stop testing.
And next time someone offers an opinion?
Ask them if they’re willing to put it to the test.
Want more tried-and-true techniques for effective web writing? Learn how to write compelling copy with our free 25-page e-book, Breakthrough Web Writing.