Split Testing

From Adylitica

Split testing is a method by which variants on a theme are statistically tested against each other to find the most optimal variant.

An common example of this is landing page split or A/B testing, in which 2 or more versions of a landing page are randomly assigned to visitors. After a statistically valid sample of visitors arrive, judgment can be made as to which is the better version.

Dynamic elements split testing

Some advanced forms of split testing can test a matrix of elements against each other, dynamically created from all potential options.

For example, a tester could come up with 10 headlines, 10 body texts, and 10 form designs: resulting in a potential of 10^3 total variations. The computer would then randomly create pages with these elements and find the best out of 1000.

Ad variant split testing

Usually it is a good idea to let Google dynamically test your ad variants and choose the one that results in the most clicks.

However another solid tactic is to do your own split testing by setting variants to display 'round robin', then checking to see which ad variant results in the most conversions.