Guide to split testing

By Jason Hulott | Traffic Generation

If you are involved in any form of online marketing for your insurance business, you may have heard split testing mentioned. But what is this, and how can you start using it to improve your online activity?

Here is a quick guide to the basics of online testing to improve your results.

What is split testing?

Split testing, also known as A/B testing, is the practice of taking one version of your web page or advert and testing it against another to see which performs best.

For example, you could create two versions of an advert where everything is the same apart from the headline. You could then run the adverts at the same time and find out which advert generates the most clicks.

This is the basic principle, but it can get a lot more complicated. KissMetrics has a good guide to testing that you may want to read through.

Different things that you can test

One of the great things about A/B testing is that you can use it in a wide range of situations. Some of the most common types of split tests are carried out on:

  • PPC ads;
  • landing pages;
  • emails;
  • web pages like the home page.

The way you carry out split tests will differ depending on the type of content you are testing. For example, if you test an email, you could send out two emails that are exactly the same but that have different subject lines.

If you test your home page, you may want to test one of a number of factors including the image on the home page or the call to action to see if these have an effect.

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Advantages of testing

There are many advantages of testing online. Firstly, it is easy to do, and it does not have to be an expensive activity. Online tools are now available that take a lot of the technical difficulties out of it, so almost anyone can experiment with testing.

Testing allows you to find out which elements of your website, email and ads work best. This means you can then take those best elements and optimise your content and design to get better results without having to put in much extra effort.

Testing is a continuous activity, and you can use it to constantly make improvements so that you always know you are getting the most conversions from your efforts.

Overall, the main advantage is that you can improve your bottom line. You can follow all the best practices when composing your emails and creating your landing pages, but your business is different from all the others and your customers are different too.

By creating a control and testing various elements, you know that you will always be optimising results for your insurance business.

Make sure you spend time on your testing

Many online marketers use testing in a range of situations to benefit from the huge amount of data that is available online. These days, if you send emails, run PPC campaigns or set up landing pages that you do not test, you are almost certainly missing out on business.

So don’t think of testing as an afterthought, and instead make it a fundamental online strategy for your insurance business that you use on a regular basis.

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About the Author

Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.