A/B Split tests. What are they and why is everyone using them?

If you've ever talked to anyone with some experience in marketing, they often mention the split testing they did and how it boosted their "ad metrics."

But what do they actually mean?

And how can it help you?

Now, a lot of marketers (not us) have no clue what they're doing and like to use technical jargon to masquerade that fact.

However, under all that blabber, there is a criminally unknown marketing technique:

A/B split tests.

An A/B split test is essentially the bread and butter of good advertising. It's a test that compares one part of an ad to the same part with a different variation.

The best way to understand this is with an example. I had a client who works in the construction industry.

We were running an ad and wanted to see which audience responded best: people interested in "Home Improvement" or people interested in "Home Design."

A/B split tests were incredibly useful here because we didn't need to create a whole different ad. Instead, we kept everything the same apart from the audience interest.

This may seem minor; however, this is what propelled the ad to success. People interested in home design were 23% more likely to contact my client.

This meant that we were only spending £5 per lead.

At the end of the day, advertising is all about finding the people who want to buy your stuff and showing it to them.

Many people get confused and try to convince people who don't want your stuff that they really do.

Don't sell shoes to a man without feet.

A/B split tests are just a way to better find who's interested in what you're selling.

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