hey miles Becker here in this video
we're gonna talk about how to split test
and give you some basic rules for split
testing so you can kind of start off on
the right foot you know for me and my
business the process of split testing
has really helped me do more with less
and what I mean by that is my kind of
basic philosophy has been covered here
with my funnels I got multiple funnels
running and essentially I pay for
traffic to look at an offer it's a free
offer in exchange for their email and
then after that they see another offer
for something paid check out the funnel
playlist if you want more in-depth on
the types of funnels that I've created
and I've had success with but here's
where split testing comes in the first
try at any funnel rarely is a
outstanding success for me it's never I
never hit a home run I maybe hit a
single a lot of pop flies over here for
an analogy for you but essentially what
it is is the first phone you put out as
your starting point and then you want to
with the funnel and run a be split tests
so you can improve the conversion rate
of that funnel slowly but surely
on one of my funnels I started out about
18 to 20 percent opt-in rate that funnel
now does about 50 to 60 percent opt-in
rate so what that means is I'm actually
getting twice as many subscribers for
the exact same ad spend
which means I'm doubling the ROI of my
ad spent I'm not spending more money to
get twice as many people through my
funnel
I've optimized my funnel to where I can
spend the same amount of money and get
twice as many people onto my email list
and that's what a be split testing is
all about so first and foremost a be
split testing really kind of stands for
the simple style of split testing where
you split test one thing and that's the
first rule in split testing you really
want to focus on one item that you're
testing at a time if it's a layout
that's it you use the same exact copy in
both instances if you're testing a
headline the headline is the only thing
you change if you're testing your pre
the Prix head is the only thing you
change if you're testing your offer the
offer is the only thing you change use
the same headline the same sales copy
you just present a different offer and
the reason is you have to have some way
to tell what is actually creating the
increase or decrease in conversions and
if you're testing multiple things at the
same time you'll never know
was it this half of the test or that
half of the test that actually made the
difference so it's really important to
stick to one specific item at a time so
that's why it's called a B test you're
testing one thing one letter a B there's
two versions there's a version your B
version there's one thing different and
you track which one gets better
conversions so the second thing is kind
of a phrase I heard it's test what
screams not what whispers you know
people have used the example of button
color for a long time and split testing
like oh yeah page one you've got a pink
button page two you have a green button
that is a terrible split test you do not
want to test button colors that's
something that's whispering the color of
the button is not gonna have a big
enough psychological effect on your user
to get them to take action or not your
headline on the other hand is everything
if your headline doesn't punch him in
the head and make him think oh my god
I'm so curious I'm so enthralled by what
this is I have to have it it doesn't
matter if the button color is right it's
more about the big things on the page so
what are those big things the headline
is definitely number one the offer is
number two
you could try like an e-book for free
versus a video for free and see which
one's of those works it can be pretty
much the exact same content and you want
the same headline in the same sales
content but literally you're just giving
away a video instead of an mp3 on the
sales side it's very clear what testing
a different offer is you could do an
ebook or a video course series or any
number of different deliverables on a
product in order to see which product is
more kind of compelling to your audience
the sales copy itself so I always start
with a headline as my first
split-test the offers another big split
test but once I get those working in a
way that I think wow my audience is
really receptive to my headline and my
offer you can work with the sales copy
and you want to go in small chunks and
this is really best on your opt-in pages
because you shouldn't have much sales
copy this could be the subhead in in
many of them or the bullet points also
on many opt-in pages but you do want to
make sure that your sales copy or
whatever copy in addition to the
headline you have is continuing to
engage the reader because if they're not
taking action at the bottom of the page
that means you lost them somewhere in
your copy and you're going to need to do
some tests to find out how to keep them
engaged get them to the bottom of the
copy to test to get them to the actual
button whether it's a Buy button or an
opt-in button so testing the offer is
really big and the last one I like to
test is the layout and so essentially
once I've got kind of a good test
running I've gotten my opt-in up to like
30 40 percent opt-in rate sometimes I'll
do a major test I like to start with
plain white backgrounds black headlines
very very simple layout I'm a big fan of
starting with less and adding on little
things slowly but by ship slowly but
surely because it's easier than
cluttering your opt-in page full of a
bunch of junk and then having to remove
it to see why isn't this working us cuz
I've got a bunch of junk on here start
with a plain white background just get
your copy dialed once you have your
coffee dialed based on statistical tests
then you can test the layout then you
can go ahead and try a version that has
an image on the background you try a
version that has a video on it if you
want that delivers the same message but
it's it's actually a video opt-in page
or a video sales letter instead of a
text sales letter but again I don't
really get to that point until I've run
some tests and I'm seeing a forty
percent plus often rate or like a two
percent sales conversion rate sometimes
you want to test really big things like
the layout but again when you do that
keep the content on the sales page or
opt-in page the exact same so you're
only testing the layout so you can tell
if you get a bump or a decrease whether
it worked
or it didn't work so the next kind of
rule I have for you is don't declare a
winner too early I was man I did this
too much too early I would see the first
hundred or two hundred clicks come
through and I'd see this one got a
twenty two percent this one got a forty
percent conversion rate I'm done I'm
going through but that means I only had
like 20 to 40 people going through my
funnel which is not enough to make a
statistical kind of scientific statement
that yes this one beat the other you
know statistics are prone to being all
over the place at first but when you
have a large number of opt-ins or sales
the data gets more reliable and a lot of
people are cutting their their op their
excuse me they're split tests way early
and this is shooting themselves in the
foot because the numbers will change so
for example if you remember in in school
at all like in high school I had to I
realized that if I did like a plus work
for the first half of the semester and
built up a large volume of points in the
class I could kind of slack off at the
end and it wouldn't affect my grade much
because I had a large bulk of points
built up but if I was to slack off in
the beginning or be hit and miss with my
kind of homework assignments and my
tests then at the end my grades would be
all over the place I could have an A
from one test and then a C would drop me
to a B and another C would drop me to a
C and it's because of the same kind of
statistical relevance of the test you
have to have a lot of data so what's the
number I shoot for a thousand
conversions is best now if you're
selling something I know it's difficult
to get a thousand conversions but for
your opt-in pages five hundred minimum
to a thousand conversions on your sales
pages you need to keep the tests in
place so you see a hundred sales through
one specific funnel before you start to
make decisions and this will take
thousands of visitors and that's what
we're investing in when we invest in
paid traffic we're investing in the data
yes we want sales yes we want leads but
we love the data that says what worked
and what didn't work so that's a big
part of what you're investing in I also
like to keep my
running for at least two weeks I want to
Mondays I want to Tuesday's I want to
Wednesdays all the way through right I
want 14 full days this way there's gonna
be no kind of day of the week skewing
your campaigns may work one way on the
weekend and one way during the week so
if you only run it from Thursday to
Sunday you might be getting skewed data
because you haven't seen what Monday
Tuesday and Wednesday produce via
results so running a two-week long test
is a great way for you to make sure that
there's no holiday in there messing with
your your kind of statistics there's no
varying of your data based on the days
of the week because you've got a solid
sample size so if you want to break that
down and work with your budgets if you
can run you know if you've got like a
40% opt-in rate then if you're able to
run in the course of two weeks to three
thousand clicks then you have a
sufficient sample size to know what's
going on and to make an educated and
scientific decision on what worked on
that opt-in page and the benefit the
side result is you have a whole lot of
opt-ins as well and you're following up
with them on your email list and you're
keeping them engaged and you're gonna
make sales as well so we're not just
doing it for the sales and the leads
we're also doing it for the data yet
again I like to see the thousand
conversions to be honest it does take a
lot and sometimes I have to not look at
my numbers for several days but letting
that run is the best way and remember
you can do split tests at your
advertisement level and those split
tests are going to be done really
quickly you'll see a thousand clicks on
a pay-per-click ad faster than you're
gonna see a thousand opt-ins on your
squeeze page you'll see a thousand
opt-ins faster than you'll see a
thousand customers buying on your sales
page so what you do is you split test at
every level but when you get something
that works at the ad level on your next
test on the opt-in level take what
worked and then put that inside of your
opt-in page so if it was a certain
headline you ran an ad that out pulled
all of your other ad headlines test that
headline or a variation of that headline
on your opt-in page and get the
advertisement opt-in and the opt-in page
excuse me the advertisement headline and
the opt-in page headline get those to
match and test some imagery on your ad
next time and what's gonna happen is
you're gonna see that you can see maybe
from a 2% click-through rate on your
advertisement could jump up to 4% which
is a hundred percent increase and then
you take that same headline and you put
it on to your opt-in page and you can go
from a twenty-five to a thirty five
percent increase which is about a 40
percent increase and you're not just
getting a hundred and forty percent
increase at that point you're gonna
literally see almost a 200% increase
because those increases compound and
that's the power of what we're working
with here so I'm a huge fan of split
testing it's pretty nerdy if you don't
have a system that allows you to do it
effectively
go with clickfunnels I just did a video
yesterday on clickfunnels for split
testing I showed you how easy it is to
set up a split test so I'll link to that
video in the description but remember be
patient with your split tests you want
to see a thousand visits your excuse me
you wouldn't see a thousand conversions
and you want to see at least two weeks
of data before you really make any
decisions and split test at every level
be patient with yourself and know that
incremental games equate to very very
large shifts in your business I've
really seen an incredible benefit in my
business from focusing on split testing
and really identifying the words that
get my target market to take action and
I'm confident you will too so I'm Miles
Beckler that's it for the basics on
split testing here go ahead and click
Subscribe give me a thumbs up if you
liked the video and if you have any
questions about split testing at all
just leave me a comment below I'd be
happy to answer that and thank you very
much for your time
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