The truth is, you don't know.
And even if you say, "well, it's the combination that worked; I'm not concerned," you should be, because it's not necessarily the two elements acting in tandem.
Once you've changed the one element, you can then test your control.
A against your new advertisement B.
If your new advertisement converts better than your old advertisement, the new one then becomes your control.
You can continue to test different aspects of your ad indefinitely.
You may think that once you have good conversions, you should stop.
However, eventually you will find that your ad will not convert as well as time goes by.
This is simply because your ad has been exposed to too many people and has become stale.
You'll need to continue to test and try to beat your control.
Keeping It to One Element One other thing to keep in mind here when you split test is this: For a PPC campaign, when you test a single element, you should keep every other element in your campaign the same.
That means if you're testing an element in a PPC ad, it's not enough to leave all other ad elements the same in both versions.
You also need to use the same landing page for both ads.
And, if you're testing an element in a landing page, you need to keep the ad that links to that page the same.
All this again ties into why you split test - to determine the marketing impact of the element being tested.
If you introduce changes to other elements while you split test, you won't acquire the knowledge about the element being tested.
And that knowledge could make the difference between making a six-figure income and going bust as an affiliate.
An Example: Let's go into a more detailed example.
Let's say you have a landing page with a headline of "How to Become a Millionaire Next Week," and it converts 20 percent of visitors.
This is your A, or control piece.
You now want to split test this landing page, so you decide to test another headline.
You take the exact same landing page and all you change is the headline.
Nothing else.
This way, if you have a significant difference in conversions, you won't have to guess the reason.
You'll know that only the headline had an effect on your conversion rate.
So now the landing page with the new headline becomes your test subject or your B.
If after your run that landing page with the new headline, you find that your conversions have increased, then this landing page is your new A or control.
You'll then test another aspect of the landing page and so on, essentially striving to create the perfect landing page for your offer.
Summary: Split testing is a very important strategy that you should include in your tools and marketing tactics.
It can easily be employed with any kind of marketing and is an valuable measure of the effectiveness of the marketing message.
By split testing various elements of your marketing strategy, you can maximize the performance of your creatives in terms of click-throughs and/or conversions, making your marketing efforts more profitable.
Quick Tips: - Begin testing as soon as you launch your marketing strategy.
- Base what you split test on what your goals are.
- Test only one element of your creative at a time.
- When you test, you're trying to detect patterns.
When a pattern exists that one creative has a higher CTR than another, and you feel that pattern will continue, you can end that particular split test and establish the winning creative as your control.
- Do not wait to TEST!
And even if you say, "well, it's the combination that worked; I'm not concerned," you should be, because it's not necessarily the two elements acting in tandem.
Once you've changed the one element, you can then test your control.
A against your new advertisement B.
If your new advertisement converts better than your old advertisement, the new one then becomes your control.
You can continue to test different aspects of your ad indefinitely.
You may think that once you have good conversions, you should stop.
However, eventually you will find that your ad will not convert as well as time goes by.
This is simply because your ad has been exposed to too many people and has become stale.
You'll need to continue to test and try to beat your control.
Keeping It to One Element One other thing to keep in mind here when you split test is this: For a PPC campaign, when you test a single element, you should keep every other element in your campaign the same.
That means if you're testing an element in a PPC ad, it's not enough to leave all other ad elements the same in both versions.
You also need to use the same landing page for both ads.
And, if you're testing an element in a landing page, you need to keep the ad that links to that page the same.
All this again ties into why you split test - to determine the marketing impact of the element being tested.
If you introduce changes to other elements while you split test, you won't acquire the knowledge about the element being tested.
And that knowledge could make the difference between making a six-figure income and going bust as an affiliate.
An Example: Let's go into a more detailed example.
Let's say you have a landing page with a headline of "How to Become a Millionaire Next Week," and it converts 20 percent of visitors.
This is your A, or control piece.
You now want to split test this landing page, so you decide to test another headline.
You take the exact same landing page and all you change is the headline.
Nothing else.
This way, if you have a significant difference in conversions, you won't have to guess the reason.
You'll know that only the headline had an effect on your conversion rate.
So now the landing page with the new headline becomes your test subject or your B.
If after your run that landing page with the new headline, you find that your conversions have increased, then this landing page is your new A or control.
You'll then test another aspect of the landing page and so on, essentially striving to create the perfect landing page for your offer.
Summary: Split testing is a very important strategy that you should include in your tools and marketing tactics.
It can easily be employed with any kind of marketing and is an valuable measure of the effectiveness of the marketing message.
By split testing various elements of your marketing strategy, you can maximize the performance of your creatives in terms of click-throughs and/or conversions, making your marketing efforts more profitable.
Quick Tips: - Begin testing as soon as you launch your marketing strategy.
- Base what you split test on what your goals are.
- Test only one element of your creative at a time.
- When you test, you're trying to detect patterns.
When a pattern exists that one creative has a higher CTR than another, and you feel that pattern will continue, you can end that particular split test and establish the winning creative as your control.
- Do not wait to TEST!