Comments on: Split Testing… Are we there yet? http://www.buzzmaven.com/2006/04/split-testing-are-we-there-yet.html The Search Marketing Consultancy of Scott Clark Tue, 07 Feb 2012 16:01:14 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: SiteSpect A/B Split and Multivariate Testing http://www.buzzmaven.com/2006/04/split-testing-are-we-there-yet.html/comment-page-1#comment-90 SiteSpect A/B Split and Multivariate Testing Fri, 21 Apr 2006 14:53:00 +0000 http://sitecreations.com/blog/?p=76#comment-90 Nice post! Kudos for intuiting that testing, or more appropriately <I>content optimization</I>, is an ongoing process.<BR/><BR/>Just as in manufacturing, where process/QA engineers are constantly producing/measuring/fine-tuning, web site optimization solutions like <A HREF="http://www.sitespect.com" REL="nofollow">SiteSpect</A> enable you to run open-ended tests that dynamically optimize the controllable variables for the best response (i.e. conversion behavior).<BR/><BR/>As you've stated, using PPC settings is a handy way to dip your toe into the split testing pool. However, when you want to test many page/site factors, it doesn't alleviate the content management burden of producing a large number of pages. For example, a landing page with 3 factors (headline, image, copy) and 3 versions of each requires 3^3 or 27 unique pages. Who has time to produce/manage 27 versions of a landing page? Then multiply that by the number of separate PPC groups/campaigns. No thanks!<BR/><BR/>The software and services that you've mentioned alleviate the content management problem and let you focus on the real challenge, which is setting aside the time for analytical thinking to <B>iteratively test and learn</B> which page factors are influential, and then refining them for optimal response over time.<BR/><BR/>Please keep us posted as you progress through your certification! Nice post! Kudos for intuiting that testing, or more appropriately content optimization, is an ongoing process.

Just as in manufacturing, where process/QA engineers are constantly producing/measuring/fine-tuning, web site optimization solutions like SiteSpect enable you to run open-ended tests that dynamically optimize the controllable variables for the best response (i.e. conversion behavior).

As you’ve stated, using PPC settings is a handy way to dip your toe into the split testing pool. However, when you want to test many page/site factors, it doesn’t alleviate the content management burden of producing a large number of pages. For example, a landing page with 3 factors (headline, image, copy) and 3 versions of each requires 3^3 or 27 unique pages. Who has time to produce/manage 27 versions of a landing page? Then multiply that by the number of separate PPC groups/campaigns. No thanks!

The software and services that you’ve mentioned alleviate the content management problem and let you focus on the real challenge, which is setting aside the time for analytical thinking to iteratively test and learn which page factors are influential, and then refining them for optimal response over time.

Please keep us posted as you progress through your certification!

]]>