THE WILD CARD APPROACH TO SPLIT TESTING
Do you test your advertising message? You should. You should test
just about every type of communication you have with your prospects
and customers: your website, advertisements, direct mail, product
packaging, etc, etc.
In simple terms an A/B Split Test is running 2 competing
advertisements to determine which one is more successful. It's
usually appropriate to test one aspect of an advertisement at a
time. For instance, to find the most profitable headline two
identical ads would be run where the only difference is the headline
on each. Whichever ad gets the better response determines the better
headline.
A/B split testing is an important tool to strengthen your
advertising. If you are not currently testing the messages in your
ads, website, etc, then you are leaving money on the table.
A BETTER APPROACH...
I advocate a slightly different approach to split testing. Continue
to run A/B split tests as I described - run a slightly different
headline, or picture, or guarantee against your control (your
current avert). But then include a third advertisement in your test,
a completely different advertisement that uses a different headline,
and a different picture, and a different guarantee. The third
advertisement should be completely different than the other two.
Stick with whichever one gets the best response. If the third one
gets the best response then you have just taken a big step forward
in your advertising that you would not have achieved otherwise.
Continue testing the new ad in the same way - the new ad is the
control, change one part of the ad for the second test ad, and then
create a completely different ad as the third part of the split
test.
Including a third advertisement, a wild card, in your split test
keeps you honest. It keeps you from thinking you have done
everything you need to do to continue your success. Without
continuous improvement you will fall behind quickly as others find
better ways to do things.
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Learn more about these and other Leverage Marketing techniques with
the Leverage Marketing ebook: "10 Easy, Smart, And Resourceful Ways
To Outperform The Competition By Fully Capitalizing On Your Hard
Work And The Hard Work Of Others."
http://www.shawnmcgeemarketing.com/leveragemarketing1.html
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Best wishes!
Shawn McGee
Leverage Marketing:
Rethink Every Marketing Dollar Your Spend
http://www.ShawnMcGeeMarketing.com
3553 West Chester Pike, #422
Newtown Square, PA 19008, USA
(c) 2007 Shawn McGee
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