Split Testing for Tracking Effectiveness of Your Landing Pages

Posted on June 23, 2008 by Sallee Haerr

What is a split test campaign and how is it different than A/B testing?

A split test campaign tracks clicks on a virtual page link that can be embedded into an email broadcast, newsletter, or any other internet marketing link that has two or more pages on your website as the possible destination, whereas A/B Testing is useful for tracking email copy. The landing pages in a split test campaign might have different content on them that you want to test for effectiveness, so it splits the testing at the level of the web page copy instead of the email copy. It works by using a special link object associated with a marketing campaign that you create and use in your email broadcasts and newsletters.

Sounds great...  How does a split test campaign work?

When a split test campaign link is clicked, the system will direct the visitor to one of the destination pages at random. If you have 3 destination pages in your campaign, then 1/3 of the visitors will go to page A, 1/3 to page B and 1/3 to page C.  A cookie is set when the visitor clicks on the split test campaign link so that future clicks from that visitor go to the original destination page.

Read more on split-testing at Web Marketing Today or at E-Commerce-Guide.com.

Our Full Partner clients can readily employ this target marketing tool and easily do split testing with your email campaigns. You can also click here to get immediate access to our help text on the split test campaign: www.fullpartner.com/SplitTestCampaign

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