General features and essence of split testing

The target groups of people to whom advertising is addressed have different interests and it is difficult to predict which variant of promotion of goods and services will be the most effective. Every novice webmaster needs to go through a complex chain of trial and error. Special split tests are used as promotional materials and are the process of using the same traffic to different creative sites to find the most effective conversion. The overall goal of split tests boils down to identifying the banners that will bring in the highest level of revenue. Then on the basis of split texts it is possible to properly increase and develop the advertising company, to invest properly only in the tool, content that will bring profit.

Basic split testing can be broken down using the example of a girl drinking a drink with unique properties or exercising to lose weight. Then with the help of a tracker perform testing, when a thousand visitors are directed to each creative option and determine what increased clickability more. For each testing approach, multiple ads need to be created. If some variant of the created creative offers attracted many transitions and clicks, then you can start creating similar advertising teasers, messages.

How A/B testing is performed

One of the peculiarities of split testing is that only one parameter or indicator can be tested at a time. At the same time, you can not change the background and lettering on the banners. Initially, you should select the color content for the structure of the banner. Then it is necessary to formalize the font design option. As a result, it is necessary to check the landings and other ways of working and offers for interested parties.

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The structure of A/B testing includes:

• hypothesis building;
• creating two options for testing;
• selecting a portion of the audience for the experiment;
• dividing the testing parties into two parts;
• displaying the variants to be tested;
• identifying the winning variants;
• implementing the test results.

When defining the hypothesis, you should start from possible user preferences that may be interesting and attract conversions. It is also necessary to pay attention to additional details when composing the offer. It is also necessary to work out the formed structure of advertising elements, in particular buttons, sizes, image shapes, animation effects.

The main types of performance metrics in testing

Every experienced webmaster uses key performance characteristics when performing testing, in particular, views are the main parameter for setting up targeting. The structure of key performance parameters includes audience reach, clicks, registration. Thanks to sales, it is possible to estimate the sum of all labor costs. Clicks and conversion are the main parameters of attraction and creativity, correct composition of texts, offers. With the help of a tracker, you can monitor all parameters. We have collected several top trackers at the link.

The most final parameter of effectiveness is the number of confirmed orders, if this indicator will be less than the average metrics, it means that some key element was missed.  When performing an advertising campaign, you can see several final results. In the first variant, the offer interested many people, because the advertising mechanisms are set up correctly. But due to the fact that poorly worked out creative direction, transitions to the site is quite small.

In the second case, many conversions were formed, but purchases did not become more. Customers went to the site where goods and services are presented, but did not make a purchase because the conditions of cost, quality, delivery did not fit.

In the third case, it was possible to hit all the needs and many sales were generated when a click through to the landing page led to a purchase. Advertising here has shown its effectiveness.

How to calculate the costs of using split tests

Modern Affiliate marketing provides different option of split test budget. The test budget should have a cost that will be no more than one or two confirmed and received contacts. The price for testing will depend on the subject of advertising products, campaign settings. When calculating the cost, you can use the formula, when the cost per ad will be an average of 70% of the value of the payment on the promoted offer. The amount of testing costs depends on the type of segment, experience and the entire advertisement as a whole. The main indicator of effectiveness is related to the ratio of the cost of the advertising campaign and the amount of profit received. If the entire budget was spent in the negative, then it is necessary to completely change the choice of promotional materials.