Essentially, split testing involves showing two similar (but slightly different) versions of a landing page or Facebook ad to an audience, and then tracking which version performs better.The audience you show the ad to can also be split tested.If you consider the numerous combinations of headlines, images, body text, value propositions, and audiences you can split test, it’s easy to succumb to paralysis by analysis.Fortunately, getting started with split testing doesn’t have to be daunting.

Here are five of my top tips for ensuring your split testing endeavors are successful.

1.Test the Image
While there is no right or wrong place to start, I like to create five audiences, three ad sets, and one ad per ad set.You can test each ad with each audience at a minimal cost and make adjustments based onthe results.While some people like to test the image immediately, I find it more practical to select one image that you’re confident in and use it for all your ads.This will help you save costs initially since you’ll only need to source one image from your designer.This way, you won’t waste additional money on graphic design for a campaign before it’s proven to be profitable.Once one of your ads shows signs of profitability, you can then tweak the image to see if you can improve your results.Image testing is a case of trial and error.The image with the best conversion rate is usually not the most vibrant or professional looking; it’s simply the one that has the greatest resonance with your audience.>

2.Test the Headline
There may be an evolutionary explanation for this phenomenon.In a primitive, hunter-gatherer society, negative news would have entailed a real physical threat, potentially resulting in loss of life.Paying attention to negative news would have been essential in order to survive, so even though we’re no longer at risk of being eaten by prehistoric predators, we’re still neurologically wired to respond to negative news.This might offer some explanation for the tone of the stories we typically see in mainstream media. Don’t be afraid to test your ad from a positive (moving towards pleasure) and a negative (moving away from pain) angle.Determining if negativity is the dominant emotional driver in your niche will help to inform your ads in the future.

3.Test the Body Text
Try incorporating a testimonial from one of your clients, and see if it results in better conversions. Sometimes, a single proof statement with a precise statistic will encourage people to click your CTA button.In other instances,the CTA button itself is worth testing.You won’t know whether Learn More, Buy Now, or Sign Up results in the most conversions until you split test.Oftentimes, if your body text is not converting, it might be that you’re talking about product features rather than user benefits — there is a big distinction between the two.Features are logical whereas benefits are emotional.

4.Test the Landing Page
If a consumer feels that your landing page is incongruent with your Facebook ad, either stylistically or tonally, this will kill your conversions.Ensure that the branding of your landing page is the same as your ad.You want your consumer to embark on a smooth journey through your marketing funnel, so get rid of any distractions on your landing page.The goal of the landing page should be to generate conversions, so consider removing anything superfluous to this goal.Only test one variable at a time.If you achieve a significant increase in conversions, it’s important to know exactly what change you made to facilitate it — no matter how small or big.

5.Test the Audience
This will give you a great starting point to inform your initial audience segmentation for split   testing.Age is particularly crucial to split test, as younger consumers may resonate with your ad but may not have the means to purchase your product, so you need to know what age range actually converts.In order to narrow your demographic down as much as possible, I would recommend segmenting ages into ranges of a decade or less.While your audience’s interests might be blatantly obvious for certain products, such as golf supplies or cat toys, finding the interests of your audience for other products might require some guesswork and refinement — which is why split testing is so useful.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.