7 Steps for Successful Split Testing – Kinda Science-y Stuff
| Share |
This is a continuation of the Trusted Expert posts on testing…
For testing purposes and the examples we give, we’re going to be using Google’s Website Analyzer which is part of Google Analytics (http://www.google.com/analytics/). Why? Well, for one, because it’s free and therefore accessible to everyone; and secondly, because it’s a darn good testing platform… free or not.
Google’s Website Optimizer is free, powerful, fast and easy. What more could you want? It allows you to perform A/B and multivariate testing.
Why is it free?
Because Google knows that if you improve your conversion rates, you’re more likely to invest in more advertising campaigns, users are happy because they’re happier with the sites that they find through searches. Basically, everyone is happy and Google makes more money.
Makes sense when you put it that way, doesn’t it?
There are other, paid services that you can use to further your testing, measuring, and optimizing practices. But this series is all about making the most out of what you can get for little or no money spent, by concentrating on the buyer and conducting your communications strategy in a totally different way. For that reason, in regards to practical applications for testing that will be covered in this part of the series, we’ll be concentrating on how best to utilize the free Google tools.
The important thing to remember about the Google Website Optimizer is that it is a tool. It only provides the metrics, it can’t tell you what changes to make. You have to infer that for yourself. If you want the tests you run to be meaningful and give you the feedback you need to improve your site, then you need to make sure you’re going about it the right way, and making the most of the free tools that Google gives you.
Later in the series, we’ll be going through exactly what you should be doing to get you started with testing. Where you take it from there is up to you.
Before we delve into the nuts and bolts of actually running a test, there are a few things you need to remember for any test you run, whether it’s #1 or #1001:
- Always start the test with a goal in mind. Know what you expect the outcome to be (although you may be wrong – very, very wrong; that’s what you’re testing.) In scientific tests, this is called the hypothesis. Your goal is the basis and the reason for the entire test.
- Determine what you metric of success will be before you start the test. How much better is good enough to be considered a success? 5%? 10% 50%? Only you can decide that.
- Remember not to muddy the waters. If you’re testing the color of the checkout button, don’t also change the shape or the font or where it appears on the site. You could get an amazing result, but you won’t know what variable was responsible for the change. Be especially aware of this when testing copy; any other changes you make, even inadvertently, to the layout or the font or any other aspect of the display will totally negate the validity of the test on the actual content.
- Remember that you always need a control. Even when you’re dong multivariate testing, you still need to use the original version of the page to act as a control, something to compare the test results to.
- Use descriptive names for your tests. You may be able to keep track of the fact that Tests 1-10 were about buttons and Tests 11-15 were about headlines, but what about when you’re at Test 345? If you give your tests clear, descriptive names, it’ll be easier for you to find the information and results when you need to refer back to them to plan more tests.
- The tests mean nothing if you don’t learn anything from them. Your test isn’t really done (or of any use to you) unless you’ve analyzed the results and applied the learnings to your site. You then use that knowledge you’ve gained as the basis for the next test, because…
- And finally, …You’re never done testing. There will never come a time when you can say “That’s it, it’s perfect, I’m done.” Even if your site is perfect and performing at it’s utmost capacity at that moment, the internet is a fluid, changing thing, and you need to make sure (through testing) that you’re keeping up with the changes and keeping you and your site relevant and maintain your presence on the web as a Trusted Expert.
(This post is a contination of the series of Becoming a Trusted Expert. You can read the previous posts at http://www.johncow.com/how-to-become-a-trusted-expert-online/)
If you enjoyed this post, make sure you subscribe to my RSS feed!
I love your idea, i just pound your site in problogger, your site very nice site, i will come again visit your site, your Alexa rank good.
People should always think of some risk they have to avoid on how to make money on the internet. Making money online may always sound very interesting especially for people who want extra income for their family.
If you want to learn more on how to make money on the Internet, you should always use your common sense. When you have doubt on something, check it out. Don’t invest your money to anything that you are not familiar with. Verify if it is a reliable online website before you agree in any money making business.
Great tips for split testing. If your not doing it you should be. It will also help you with any future web sites you launch. Make the mistakes from your first and learn from them then build up into split testing different titles graphics etc. I cant tell you how many times I awful graphics website has outdid a flashy over the top graphic web site.
Thanks Cow!
Great post and perfect timing as I am just at the final stages of a new launch campaign. How does this concept of split testing tie together with a Ad Words campaign? I have two landing pages that I want to send traffic to. Currently I am using Prosper202 installed on my server for tracking. What I had planned to do was duplicate my ads and such to include both domains and then optimize based on conversion data.
Cheers!
JeromyS
http://twitter.com/JeromyS
I’ve not started split testing my sites yet… there’s not all that much traffic. But i certainly will when I’ve got a good flow going.
I intend to test such things as colors and header images, Title wording, and of course, add placement.
Having a base to compare to is a most important point, and having a desired outcome too.
Thanks for your post!
Jason,
Just awesome! I have been addicted to your posts now. Any idea of what can be a good statistical indicator for avergae page views and average time for a good website?
Maybe a thumb rule…..
Your writing idea is really awesome. I will look forward for your article. I already subscribe to your blog so that I can read your every post.
7 very informative steps. Congratulations
Thanks for insights John. I love to see more upcoming articles from you. Google tracks each and every steps your make. Too much building backlinks is not good likewise.
[...] wonderful tagline is ‘Milking the internet since 2007′ has an interesting article on 7 Steps for Successful Split Testing – Kinda Science-y Stuff showing you how to easily and effectively run through A/B testing to better optimise your design [...]
Great iddeaa
thanks for this article