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In this tutorial, what I’m going to do is walk you through one of the common mistakes that I see people making with their split testing.
All right, so there’s all this talk about split testing in the marketing community and very few people actually know anything about real split testing.
Now, how can I make that statement? Well, if you’ve studied marketing, there’s this company called Meclabs and what they do is they certify people in conversion rate optimization. These guys are the leaders in this.
I’ve gone through their conversation rate optimization certification programs, their email optimization certification programs. I took those way back in 2009.
I’ve also read every single book on conversion rate optimization and have experience in running millions upon millions of dollars of traffic to funnels and running these split tests.
We’ve actually offered split tests and conversion rate optimization services for clients in the past. I don’t do these for clients anymore.
But literally one test that I have done that had tripled one of my client’s sales, bringing in millions of dollars a month just from running tests, and it comes down to actually understanding the proper way to do testing, along with making sure you’re measuring all of your goals and your split test, and that’s the big issue right here.
What I’m going to show you here is this is a split test that I’m running on my landing page right now. The goals that we’re seeing right here are the opt-in conversions.
The goal of this campaign was to try to get more leads to convert more of my leads on my page.
Now, these numbers are going to look a little bit skewed and some people are going to be like, “Oh my god! Look at those conversion rates! It’s only 2%!” Blah, blah, blah, blah. Right? People are going to do that when they see this.
Now, I’ve got a multitude of traffic going here and a big chunk of the traffic, the majority of the traffic, which you can see I’ve sent, between these two variations, I’ve sent over 4,000 clicks now. A lot of this traffic is coming from Google Display.
When we’re dealing with traffic from multiple sources, it’s going to artificially inflate or deflate these numbers because the conversion is just going to be different across these channels. My goal is to raise up that conversion rate.
Now, when we run split tests, we run those to what we call a statistical significance level. The nice thing about using software like Visual Website Optimizer, that we’re looking at here, is it measures that stuff for us.
What we’ve done is we’ve actually sent enough traffic now to say that based on my opt-in conversion rate, my new variation has a 95% chance of beating my control or my original variation, my original winner, for my opt-in rate.
Most people would see this and be like, “Hell, yeah! I just upped my variation one, baby! I beat my control and I’m getting more leads. I’m going to go ahead and switch it to that permanently.”
The reason they do that is because they’re basing all of their decisions off of these front-end metrics. Which is the big, big, big mistake that most people make with their split testing.
See, what I’ve done up here, is I’ve set two goals onto this. I wanted to track to see how this language changes and the optimization changes that I made on the landing page, how each of those affect the sales, too. Okay?
Because here’s one thing that most people don’t get: The words that you use on your landing page, if you change them in a split test or you change your design, that can totally screw up the sales conversion when they get to the actual sales page. Let me show you, I got proof! Proof is in the pudding.
So, my variation, my control, is actually beating variation one on the sales side. At this point, I’m not going to switch to this page because I might get more leads, but I’m going to make less money!
Most people don’t look at that crap. They think, “Oh, yeah, the split tests. Oh, yeah, I got more opt-in rate,” and then their revenue goes down and they’re like, “What the hell?” It’s because they’re not measuring this part of it.
Do that in your split tests. You have to. Otherwise, you’re just going to lose.
All right, I hope you found that video to be helpful in creating and scaling profitable ads for your business.
You can go ahead and use what we talked about in there to model and implement new tactics and strategies into your business and that really is the difference between winning and losing the paid-ad game.
You see, after profitably spending over $30 million over the years, generating over $100 million in sales for my clients, I’ve seen everything when it comes to profitably scaling campaigns,
And I can tell you that right now, in today’s day and age, that a course is not going to give you the solution that you need to scale and make the most money out of your ads possible.
As an advertiser running ads today, what you need is you need help with answering the question: What do I do now? That video that I just showed you was a response to one of our clients inside of our Academy of Advertising Profit Society.
That is our program that we put together specifically to help advertisers like you to answer that question: What do I do now?
The way that it works is that we can give you customized solutions to your specific issues that are preventing you from scaling your campaigns and making the kind of money that you want to make.
For the right person, I can actually guarantee your results. That’s right. This is like nothing else that you’ve ever seen out there before. I can literally guarantee your results and I can guarantee quite a bit of results for you, if you’re the right person.
Now, like I said, this isn’t for everybody, so if you’re interested in being able to leverage the strategies and the systems and the processes that are based on my past experience and the current experience that me and my team have running ads right now at scale for big name clients and ourselves, then go ahead and click on the link that’s below here.
https://jasonhornungagency.com/more-profits
We’re going to have links all over the video here and you can learn more on the next page.
If that’s something that you would like to take advantage of, we’ve got a special offer for brand new clients and you can enroll, and we’d be happy to help you to solve that question over and over and over again: What do I do now? What do I do now?
We get your campaigns to the profit promised land and just keep them there for as long as possible so that you’re making money and feeling good and having the lifestyle that you want out of your business, because that’s what this is all about. Okay?
Go ahead and click to learn more on the next page:
https://jasonhornungagency.com/more-profits
I look forward to helping you.
To the victor belong the spoils.
Jason Hornung
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