IN THIS CHAPTER
Optimizing your campaigns by running split tests
Using the necessary tools for split testing
Knowing the pages to test and not to test
Launching and understanding how a test performed
Analyzing a test
Imagine that you’ve built a web page designed to sell a Caribbean cruise. At the top of this page, you show a headline that reads “Save on Caribbean Cruise Deals! Nobody Beats Our Prices!” Your business partner approaches you with a couple of new headline ideas that she thinks will improve the number of cruise bookings. What should you do — trust her gut and make the change? Or stick with the original?
The correct answer is to test it. As we discuss in Chapter 12, a data-driven business goes beyond making marketing decisions based on hunches and guesswork. To truly maximize your campaign’s ROI (return on investment), you need to gather data and run tests to increase the impact. Otherwise, your actions are like throwing ...