Split testing in email marketing
Split testing is an essential tool when we are running digital marketing campaigns for clients. Banners, PPC, email marketing and landing pages are all tested ruthlessly – everything from send times to subtle changes in subject lines – a couple of percent can make quite a difference in CTR if you are mailing 10K recipients or achieving 30K Adwords impressions.
The secret is, don’t stop there. Split your winning subject line again, refining the copy and trigger words even further. Over time, these tests will have a measurable impact on your open/render rates and your CTR.
Split testing webpages
Don’t stop at your emarketing either. Your homepage could probably do with a bit of a workout.
Google have posted an interesting article giving some tips for webpage design in their The Power Of Measurement series. They did some split testing on their Picasa homepage with some surprising results.
Version A
Version B
Google give a few design tips too…
Now, you might be asking yourself, “With so many different aspects of my website to test, how do I know where to begin?” Here are four design tips to pay attention to:
- Tip #1: Pass the 8 second test. At first glance, a visitor should understand the purpose of your website within a few seconds. People are busy and have limited attention spans — you want to keep them from hitting the dreaded back button.
- Tip #2: Tell them what’s in it for them. Create clear and tangible benefits (e.g., “Save more! Make extra money! Look better with our product!”).
- Tip #3: Use compelling images. Try product images instead of generic stock photos, icons with blocks of text, and buttons instead of links. Keep in mind that a low-quality, irrelevant image can kill your site’s credibility.
- Tip #4: Close the sale. Help your visitors take the next step. Make that step clear and easy to reach; don’t make them hunt for it. Action words like “buy now” may work better than “add to cart,” for instance.
The bottom line, sites or marketing – don’t guess – test.
- Chris