Internet Marketing Digital_marketing_for_dummies | Page 325

Understanding Split Testing
The cornerstone of optimizing a website is split testing, which means to conduct
controlled, randomized experiments with the goal of improving a website metric, such as
clicks, opt-ins, or sales. Split testing takes two different forms: A/B testing, a technique in
which two versions of a page can be compared for performance, and multivariate testing,
a testing method in which a combination of variables is tested at one time.
During a split test, you split incoming website traffic between the original (control) page
and different variations of the page. You then look for improvements in the goals you’re
measuring (such as leads, sales, or engagement) to emerge so that you can determine
which version performed best. You use split testing to test areas where you might be able
to improve a measurable goal, such as your online checkout process. The test helps you try
to determine what factors increase conversions, what factors deter conversions, and what
can lead to an increase in orders.
Obtaining the tools you need to run split tests
To run split tests, you need effective tools. This section tells you about the technology you
need to run split tests so that you can optimize your campaign for maximum results.
An analytics suite
To choose the right pages to test on your website, you rely heavily on your website
analytics tool. This chapter focuses on Google Analytics, a website analytics solution made
available by search engine giant Google. This tool measures website, app, digital, and
offline data to gain customer insights. Google Analytics has two pricing tiers: free and
premium. For most businesses, the free version of Google Analytics is more than
sufficient. Pricing for the premium version of Google Analytics starts in the six figures
annually; this tier offers higher data limits, more custom variables, a dedicated support
team, as well as other features. For an introduction to working with Google Analytics, see
Chapter 12 or visit https://www.google.com/analytics/ .
Testing tech
Split tests require the technology that enables you to edit variations, split test variations,
and track conversions. You can choose from among several services, including:
Visual Website Optimizer: An easy-to-use split testing tool. It allows you to run A/B
and multivariate testing to optimize your website for increased conversion rates and
sales. This paid tool has several pricing packages to choose from for individuals to
large agencies. Visit https://vwo.com/ to learn more.
Unbounce: Gives marketers the power to build, publish, and test landing pages. It also
offers A/B testing. It has several pricing tiers to choose from for entrepreneurs and
enterprise-level businesses alike. Find it at http://unbounce.com/ .