What is Split Testing?

Split testing provides a means of comparing two or more unique strategies for opt-in forms or broadcast messages, side by side, in a controlled experiment.

By testing and then analyzing results, we can get a better understanding of what our website visitors and subscribers respond best to, allowing for optimization of our email marketing campaigns

Examples of Common Split Tests:

Opt-In Forms


Through split testing opt-in forms, we can adjust aspects of a form and its appearance to track which tend to provide more or less responsive subscribers.

Useful tests include:

Comparing different incentives in the form's headline
Adding or omitting fields (e.g. phone number, address)
Using varying text to label the submit button (e.g. "Sign Me Up!", "Get Your Free Newsletter")

Broadcast Messages


By split testing broadcast messages, we can adjust messages followed by a review of each version's performance by a  message opens and the number of clicks of links.

Useful tests include:

Comparing different subject lines
Scheduling messages with the same content for different times and/or days
Trying different calls to action or buttons within a message's content

 

These Are Just a Few Examples ...


Part of the beauty of email marketing is the availability of results specific to particular messages and forms, along with an ability to test different ideas.

If you find yourself split on two ideas or would like to try a strategy before going with it consistently, don't take a shot in the dark - split test and see how subscribers respond.

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