This is a post from our resident social media guru and self- proclaimed numbers nerd, Cherie Haysom.

Heard of split testing but not really sure how it works? We’ll spell it out for you!

What is split testing?

To keep it simple, split testing involves competing variants of an ad against each other. Your goal is to find out which of those variants perform the best, in order to maximise your results.

For example:

You’re a florist selling a variety of bouquets via Facebook ads. You want to test what images drive the most results – pink, or red roses. You set up an ad campaign and let the 2 images compete against one another. The one with the lowest bid wins!

Images aren’t the only thing you can split test. Try the following:

  • Captions
  • Video length
  • Targeting
  • Placements
  • Landing pages
  • Calls to action

It’s important to also make sure you run split tests over a longer period of time, that way the results are statistically significant and could’t have happened by chance. The minimum period we’d suggest before reviewing results is three weeks.

You also need to make sure you only change one variant at a time, that way you can be sure that the improvement can be attributed to that change.

Why should I split test?

  • Split testing allows you to validate if your campaigns are running the best they can be.
  • You can learn how customers actually respond, rather than how you think they think they will respond – you might be surprised by your results!
  • You can stretch your budget further, gaining more results for the same amount of spend.

We understand split testing can be a bit tricky, so if you need help or some more pointers, get in touch via the contact button on the top right or just give us a good old fashioned call.

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