Think You're Optimized? Not Without Split Testing

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.

Why bother?

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
for now.)

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:

• Headlines

• Subheads

• 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.