Split Testing with PPC Ads

Split testing is the process of running the same ad but each time having the ad go to a different page. The purpose of split testing is to identify which pages convert the best so that you can direct more users to those pages. Ideally, you are only changing one thing – whether it be the sales content, headlines, or the graphics, so you can truly identify what is causing the increase or decrease in conversion rates.

Split testing is also useful in pricing. Lets say you want to test out a new product and you are not sure what the best price is. You can run a split test pricing campaign where you have one page priced at $99 and one page at $119 for the same product during your testing phase. You can then evaluate whether or not there was a decrease in sales in the increased price, and if so, if it increased or decreased the overall gross revenue and profits.

Evaluating Your Split Testing Results

If it increased gross revenue and profits, you would be well advised to stick with the higher price points. You also want to ensure that you have enough data across all boards. You may find that some traffic will convert at the same rate for the different prices and some traffic may convert at a much lower rate. I would advise creating slightly different products so that you don’t upset customers and truly offer increased value for the higher priced product.

Implement Split Testing Continuously

Split testing is never meant to truly stop. The best thing to do is to KEEP TESTING. You cannot determine what works the best if you don’t keep testing and refining. If you hit a plateau on conversion, take a step back and have others make some suggestions. The key is to always keep a constant so you can monitor what is causing the increase or decrease in conversions and adjust accordingly. Over time, you will get a very good sense of what your customers are looking for and you will make better improvements.

Examples of How You Can Use Split Testing with PPC

• For headlines
• For pricing (all else remaining the same)
• For newsletter sign ups
• For sales content

Split Testing with PPC Benefits

• Decrease bounce rates
• Increase newsletter opt ins
• Increase membership sign ups
• Increase purchases
• Increase product sales
• Evaluate different product pricing to determine ideal prices
• Increase page views
• Overall, optimize your ad spend, and increase your ROI