Testing. Testing. Testing. That’s the path to marketing success. This is not a new concept, it’s been around since becoming popularized by Claude Hopkins back in his 1923 book, SCIENTIFIC ADVERTISING.
Split testing or A/B testing are terms that describe running and comparing two versions (A and B) of an ad or email which are identical except for one variation of a test criteria, such as the offer, headline, guarantee, colors, layout, etc. Version A might be the currently used version (control), while Version B includes the new test criteria. The results of the testing series will establish a stronger and more effective ad or email offer. Essentially, the marketer is always trying to generate a new and better ad that out-performs the existing control ad and therefore becomes the new control ad.
When it comes to split-testing emails, here are three steps:
Step 1: Be sure you are tracking sales that are connected to your email!
There are a number of email services that provide this capability. Aweber is the service I primarily use with a number of our clients, but you can do the same thing with other services.
Step 2: Set up your sales messages.
Set up an email sales message that has all the important ingredients, such as a good offer, good guarantee, eye-catching images, design, etc.
Then set up a second version of the email that tests one different variable. For this example, let’s say we want to test adding “free shipping” to the message.
Step 3: Run the test and check the stats.
Within Aweber, use the split-testing feature to send each version to a randomly selected, equally sized audience so you’ll get the most accurate results.
After the email messages are sent, follow the responses for each version and see which is the winning version. You will know know if free shipping makes sense for your business, or not.
If you are interested in trying out Aweber, click the following affiliate link to get started: