A/B Split Testing
Issue 80, June 11, 2004

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This article contains older information. Go here for newer information on Web analytics.

Dear Friends,

Last week I attended Jim Sterne's Emetrics Summit in Santa Barbara as a learner. I'll be talking to you about what I've learned in the months to come. I didn't hear anything I hadn't heard before, but I realized I wasn't doing everything I knew -- a dangerous place to be.

I've done a lot of testing -- checking logfiles, observing results that take place after a change. But I've never done scientific testing, that is A/B split-testing. Why? Because I didn't have the software installed to do it easily. I decided after the Emetrics Summit that I would do three things: (1) investigate the various A/B split-testing software available for small businesses, (2) tell you what I found, and (3) start using it rigorously myself to improve my own sales and subscription conversions.

In this issue you'll find a huge amount of information rolled into a 32-page e-book, How to Optimize Your Landing Pages Scientifically: Using A/B Split Run Testing to Improve Conversion which you can download immediately if you're one of the paid subscribers to Web Marketing Today Premium, though you'll need your Username and Password to access it.

It is my goal to inspire you to get started with A/B split testing. You'll find it much easier than you think. The price of entry is as low as $20 to $30 and an hour or two of learning. Some good programs I'll point you to are even free.

When you get your feet wet, you'll learn things you never suspected about how visitors really respond to your landing pages. I hope this book will be key in transforming your online business from a marginal operation to a powerful revenue generator for you, your employees, and your family. It is my desire to see you and your business on the road to continuous, incremental improvement that will result in the success you desire.

God bless you,
Dr. Ralph F. Wilson
Editor, Web Marketing Today®

In case your subscription to Web Marketing Today Premium has expired already, you can renew right now and download the e-book within 5 minutes or purchase the e-book separately for $11.99.

God bless you,
Dr. Ralph F. Wilson, Editor

Introduction to A/B Split-Testing for Your Webpages

Explains that split run testing isn't as difficult as thought. No longer the exclusive domain of large companies, testing is now available to -- and vital -- to smaller businesses. He promises an price entry point of $20 to $30, with a couple free programs thrown in. Read the Introduction.

How to Test Your Landing Pages to Improve Conversion Rates

This article discusses the theory behind A/B Split-Testing, so you know you are "comparing apples with apples," and getting an accurate test. It goes over determining statistical validity of tests, confidence levels, percent error, etc. Next it outlines the kinds of elements of a landing page to test, the elements that are likely to make the most difference. One section examines multivariate testing, sometimes called matrix testing or Taguchi Method for design of experiments, that tests several elements at the same time. Finally, it outlines a 5-step program for small businesses to get started in scientific website testing. Read the Article.

What to Look for in Testing Software for Small Business Websites

This article explains how testing software works, how cookies are used to identify visitors, and the two major types of software: page rotation and page element rotation. It discusses the pros and cons of CGI software vs. ASP hosted software applications and recommends a couple of applications of each type. Finally, it discusses the importance of various features in the software to look for when you are shopping for a product: multiple options, multiple campaigns, rotation weighting, action tracking, online reporting, graphic reports, revenue reports, statistical significance, SSL security, remote domain tracking, repeat visits, staged campaign closing, and multivariate testing. Read the Specifications.

A/B Split and Multivariate Testing Software Reviews (13 products reviewed)

If you've ever wanted to be deliberate about improving your conversion rate but didn't know where to start, here's the answer. Big businesses have a team of programmers to write their own custom programs, but the average small to medium business doesn't. In this series of brief reviews, Dr. Wilson examines the products currently on the market designed to appeal to small to medium businesses: Add2it Go-To Pro, Duncan Carver's Scientific Internet Marketing Assistant, Marty Foley's Scientific Web Marketing System, Interceptor, Optimost, Offermatica, Visual Sciences, Phil Huff's Split Test Generator 2, ProAnalyzer, Raymond McNally's Split Test Creator, Sales Page Master PRO, SplitHit Professional Split-Run Testing Software, and Vertster Conversion Rate Testing. Read the Reviews.

New Ecommerce and Web Marketing Articles

Each month our team of link editors scours dozens of online periodicals and resources to find key information on e-commerce and Web marketing. With so much new literature available to you, how do you find what you need quickly and painlessly? Here's a selective and searchable database of article and resource links to help your research and keep you up-to-date in the field. (Links gathered in a given month are usually available during the second week of the following month.)