Avoiding Bad Advice
As I have said several time below, on the surface split testing is one of those subjects that seems overly simplistic, so naturally there are many people out there that after a few experiments consider themselves experts and are more than willing to share their advice.
The problem is that that the vast majority of information circulating the forums and newsgroups are totally inappropriate, and often cause more harm than good.
It is critical to avoid bad advice, because this bad advice, however well intentioned will have a negative impact on your business, and stifle your real opportunity to grow and succeed.
For example many forum posts advocate that you can use Google Adwords to split test by running two of the exact adverts side by side with different destination URLS… this is claimed to be a so called “free method of split testing”.
The problem with this is that many people who test via this method, are actually getting skewed results, because Google Adwords has no way of identifying repeat visitors and sending these repeat visitors down the same conversion path.
In addition to which the ad serving and conversion process factors in a multitude of variables that ultimately removes any statistical validity.
Split Testing like any science is an exact science, and if you don’t follow strict protocols then your test will ultimately have inaccurate results.
Tags: Avoiding Bad Advice
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