Sonia's marketing dictionary: split test
Would you find it helpful to spend less money on marketing, or get better results from the money you're spending? Split testing is one of the most important concepts in marketing (along with putting customers' needs first and foremost, before your own). A split test (also often called an A/B split) lets you focus your marketing dollars on what works, and put aside anything that doesn't.
Testing and tweaking are key to effective marketing whether you're a one-person nanobusiness or a well-established company with a multi-million dollar marketing budget. (If you're the latter, though, you probably aren't looking on Squidoo for marketing definitions. Just a hunch.)
What's a split test?
A split test is any time you take two marketing ideas and make them compete. For example, if you have a dry cleaning business and you're sending postcards to people in your neighborhood, you might try a yellow postcard and a white one.
In marketing jargon, the card that gets better response has better "pull."
Keep in mind that you have to be able to measure the results. That's why when you get postcards like this, they ask you to bring it in to get a 10% discount on an order. That dollar or two is well worth it to the business to know which version worked better.
In marketing jargon, the card that gets better response has better "pull."
Keep in mind that you have to be able to measure the results. That's why when you get postcards like this, they ask you to bring it in to get a 10% discount on an order. That dollar or two is well worth it to the business to know which version worked better.
What should I test?
Test anything and everything. If you send a lot of material out, test one or two variables at a time. If you only send a few materials out, you might want to test entire concepts—for example, test a very visually-oriented version with minimal writing against a text-heavy one with few images.
Just remember that when you test a lot of factors at once, you won't know which individual variable made the difference. It might be that your text-heavy piece had a better headline, or your graphic-heavy piece had one picture that made the difference.
Just remember that when you test a lot of factors at once, you won't know which individual variable made the difference. It might be that your text-heavy piece had a better headline, or your graphic-heavy piece had one picture that made the difference.
More marketing ideas
Web sites and sources and blogs (oh my!)
Get great ideas daily about marketing and promotion.
- The remarkable communication blog
- Two or three high-quality rants a week.
- Seth's blog
- Seth's so brainy, his hair fell right out of his head.
- Copyblogger
- Consistently smart advice that real people can implement. Not just for bloggers.
Test your headline
Probably the most important component to test is your headline. (If you're sending email, this is the subject line.) Test two different versions, then reject the weak one and test the stronger against another version. (Kind of like M&M duels.) Test big changes and small ones. See what happens if you tweak a single word, or a punctuation mark.
Whatever you're testing, break your list into chunks so you can run as many tests as possible. You'll learn a lot more sending out 10 different flavors than 1,000 of the same piece.
Whatever you're testing, break your list into chunks so you can run as many tests as possible. You'll learn a lot more sending out 10 different flavors than 1,000 of the same piece.
Your daily dose of marketing advice
Visit my blog for regular updates on marketing advice and ideas to promote your business.
Fetching RSS feed... please stand byTest your hero shot
A "hero shot" is a big, compelling image that you use in a marketing piece. If you're using an element like this, it's a natural for testing. If you're using landscape photography, see what pulls better—mountain or beach.If you're using photos of people, test to find out whether pictures of adorable babies pull better than pictures of pretty women.
Two great all-around marketing books
Two excellent resources if you want to learn more. Call to Action focuses on Web marketing, but includes hundreds of useful concepts that will help you in any kind of self promotion. Book Yourself Solid is a must-read resource for any solo entrepreneur looking to build a thriving practice.
Call to Action: Secret Formulas to Improve Online Results
Amazon Price: $16.49 (as of 11/26/2009) 
Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling
Amazon Price: $21.60 (as of 11/26/2009)
Hasn't this work already been done for me?
Lots of marketing books will tell you that certain words sell better than others, or that some kinds of images "can't miss."These are great sources of ideas, but they're no substitute for your own testing. Your market, your conditions, and your customers are a little different from anyone else's. Use any ideas you run across as launch points.
Create your own identity and remember there's no such thing as a magic bean you can plant to climb that beanstalk to fortune.
If you found this useful, check out my site and other lenses!
remarcom.com
Remarcom is short for remarkable communication. Need to spruce up the writing in your newsletter or Web site? I'm your gal!
Fast, cheap, and very much in control: 21st century techniques to grow your business
More on using the web, blogs, email newsletters, and other Internet tools to promote your small business.
Call to action
Part of my "marketing dictionary." Tips on using this essential marketing concept to your advantage.
How to create symbols on your blog, Web site, or Squidoo lens with HTML numeric codes
How to display the euro symbol, yen symbol or other unusual character on your Web site or lens.
Remarcom is short for remarkable communication. Need to spruce up the writing in your newsletter or Web site? I'm your gal!
Fast, cheap, and very much in control: 21st century techniques to grow your business
More on using the web, blogs, email newsletters, and other Internet tools to promote your small business.
Call to action
Part of my "marketing dictionary." Tips on using this essential marketing concept to your advantage.
How to create symbols on your blog, Web site, or Squidoo lens with HTML numeric codes
How to display the euro symbol, yen symbol or other unusual character on your Web site or lens.
What's on your mind?
What lenses would you like to see? Other definitions? Resource lists? I live to serve.
submit
-
Reply
- Lisa-Marie-Mary Lisa-Marie-Mary Dec 27, 2007 @ 1:25 pm
- Very helpful lens, Sonia! Split testing has always been kind of confusing for me, so I really appreciate your sharing your knowledge with us! :)
-
Reply
- Graceonline Graceonline Aug 19, 2007 @ 3:42 pm
- I've grown so used to "marketing" in Squidoo titles meaning "get-rich-quick scheme" that I almost didn't look at this lens. I'm delighted to find GOOD SOLID INFORMATION. I'll be back for more from you. Thank you!
-
Reply
- Meloramus Meloramus Aug 16, 2007 @ 7:15 am
- As a director of a start-up, I found this is really helpful. Giving it 5* and also marking as my first favorite!
-
Reply
- sonia_simone sonia_simone Aug 15, 2007 @ 9:38 pm
- Thank you kindly!
-
Reply
- chloecavanaugh chloecavanaugh Aug 15, 2007 @ 5:47 pm
- Very helpful info, left you *****
by sonia_simone
Writer, marketer, tinkerer, parent, human being, meditator, gardener, obsessive, bookworm, smartypants, idiot, knitter, bleeding heart, analyst, and w...
(more)Explore related pages
marketing dictionary: call to action- The “call to action” is one of the most important concepts in market...
marketing dictionary: benefits, not features- This just might be the best-known and most overlooked piece of advice since &quo...
Fast, cheap, and out of control: how to promote your business, project, or nonprofit- You had to buy something expensive, like advertising, or do something complicate...
Fusion Marketing- Every business, big or small, would love to generate more sales and spend less d...
Remarkable communication: copywriting, marketing and editing- Remarkable communication is the business identity of a single human being named...
Yellow Pages Advertising- Yellow Pages Advertising on Steroids! If you're looking for techniques to explod...
