Table of Contents:
- What is Split Testing?
- It’s very important
- How it all works
- Enjoy next-level abilities with Jumper…
- Long-term benefits
- All the tips, All the tricks
- Helpful Resources
- In Summary
If you had the option of A) one scoop of average quality vanilla ice-cream or B) a Serendipity 3 Golden Opulence Sundae… which would you pick?
You can get the vanilla scoop by just showing up to work.
Or you can get a Serendipity 3 Golden Opulence Sundae by walking one mile around your office through uncertain territory first.
Option A: no effort, business as usual, but a boring, meh result.
Option B: unpredictability, going that extra mile and out of your way, but a mega result.
What would you choose?
The difference between A and B is the difference between testing and not testing your work.
(Yes, ice cream is a weird and not entirely relevant metaphor, but come on, who doesn’t love 🍦?)
Because testing makes things better. Cherry-on-top kind of better.
And like the sundae, taking an additional step to include it into your strategy will result in gold-covered data and insights.
This will not only improve your campaigns, but will lead to more informed decision-making as a brand.
And how could you argue with that?
As Ogilvy once said – ‘never stop testing and your advertising will never stop improving.’
And he’s the Muhammad Ali of the advertising world – so he certainly knows his stuff.
What is Split Testing?
Split testing (also called A/B testing) is where you show two or more versions of an ad to your target audience to find out what works best based on your chosen variables.
Its key purpose is to find out what’s hitting the right notes with the people you’re trying to reach. And the things you can test are endless.
It’s very important
If you’ve read any of my other Jumper blogs, you’ll know how much I love to drone on about the importance of testing your content.
I’m like a broken record.
But that’s because it matters.
And most importantly, it gets you better results and helps improve future campaigns.
You want your brand to do well. Hell, I want your brand to do well.
So you need to know what’s working. And you definitely need to know what’s not.
These tests will let you know whether you’re putting the right content in front of the right people.
And not just sending it into a big digital black hole, hoping someone will see it.
How it all works
Split testing is pretty easy once you get the hang of it.
- Make Your Ad
As I’m sure you already know, the competition on Facebook and Instagram is fierce.
Beyoncé levels of fierce.
So you need posts that will stand out and grab the attention of your target audience.
Also, make sure you select the right objective for what you want to achieve. More on that here.
2. Experiment with the creative
Right, I’ll admit it. This part is tricky.
And I don’t mean the execution, but the choosing part.
Because there are a helluva lot of variables you can test here:
- Ad text
- Image Vs Video
So you need to figure out what you want to achieve with your creative, and base your test on this.
3. Fine-tune your audience
Is there room to make your target audience even more specific than it already is?
Try to find a more focused audience by choosing different interests in the detailed targeting section. Hone in on super distinct keywords that are associated with your brand, or the product or service you’re trying to sell.
Once you’ve decided who you want to talk to, a split test will divide your target audience into two randomized, non-overlapping groups.
Each group will see ad sets that are totally identical *except* for the variable you want to test (more on that below). You can only choose one variable per test.
4. Go live
The test tracks which post is performing best based on your campaign objectives.
5. And the winner is…
Once the test is complete, you’ll get an email that will not only tell you which ad ‘won’, you’ll also get valuable insights on your target audience.
6. Do it ALL AGAIN
At this point, I should probably mention that testing isn’t something that you try once then move on and live happily ever after.
This is a life-long commitment. ‘Til death do us part kinda stuff.
Because people get bored. What works once, won’t necessarily work after a month. Ad fatigue is sadly a real thing. And if your target audience keep seeing the same-old, same-old, they’ll soon start ignoring you.
And you’ll be damned if you’re spending all that precious money on ads for people to just ignore you, right!?
You need to always be a step ahead. And continuous testing is one of the best ways to propel yourself forward.
Enjoy next-level abilities with Jumper…
While you can just manage your testing within your Facebook or Instagram account, by posting through Jumper, you’ll get access to loads of extra features and insane data.
Not only can you manage multiple social campaigns through a single dashboard, but you can also track your target audience through the ENTIRE customer journey, from the point of first interest to post-sale care.
Don’t mean to blow our own trumpet (well, actually I do) but as well as managing your orders, you can also…
- Create your CRM process
- Set up a Loyalty and Rewards program
- Send Facebook Broadcast Messages
- Retarget interested audience members with ads using Facebook Pixel
- Enable cart recovery reminder messages
- Set up AI chatbot to take orders for you
Think of the GROWTH you could enjoy.
And back to testing…
The most important test you can run
So you’ve set up your audience…
Refined the targeting to be absolutely perfect…
Have copy and creative variants to test…
You’re done, right? It’s just a case of running these against one another to see what comes out on top.
Well, not quite.
If you’re using Jumper we’d recommend you set up one extra test. One which will put the power of conversational marketing to the test.
We’d recommend leaving your control ads set up as you would usually.
You know the kind. Where your ads lead to product landing pages which are step 1 in the regular store purchase journey.
Then duplicate those ads but change up the second stage. Instead of the CTA directing the user to your store’s product page, have an engagement kick off an automated chatbot checkout.
This’ll allow your users to engage with you and buy your products directly from the ad. No complex purchase funnel, no multi-stage purchase journeys.
Just an ad people engage with leading to an automated, social checkout.
Setting these up is super easy. All you need to do is use Jumper’s JSON code and change the ad CTA to a “click to Messenger” campaign.
Then users will be able to check out through an automated chat after engaging.
If you’re not sure how to set this up, check out the video below.
On average, our users achieve a 20-30% conversion rate running these kind of click to Messenger ads.
Which is a damn sight better that the average social media conversion rate.
The long term benefits of split testing your Facebook ads
While testing may seem like a ‘nice to have’ extra to make sales or hit a target, it’s true benefits to your company as a whole (online and offline) are endless.
It keeps things fresh.
As I’ve already touched on above, testing is great for evolving your creative and creating posts that your audience can really connect with. Take those results and use them to make your next campaign even more awesome.
Optimize your audience
Yes, you already know who you should be talking to, but there’s always scope to improve. Testing lets you tap into new audience segments, or dive into more specific areas to discover what type of ads are most successful with what audience. Meaning that you can make your dollars stretch that little bit further.
Test the waters
Thinking of launching a new product or trying something new with your business but afraid of wasting money? Cue testing. Here you can experiment on a small scale to gage the reaction of your target audience first before committing to anything.
Knowledge is power
Every time you test something, a bucket load of data is created. Crucial data that gives you an insight into your audience’s behavior. What they’re thinking. Information that you can then use. Both for paid and organic activities. This will not only help shape your strategy, it’ll also confirm that YES, you’re doing a great job.
All the tips. All the tricks.
While implementing testing into your strategy is oh-so-easy, here are a few pointers to help you on your way…
- One at a time: Sure you want to test everything at once. But don’t. Choosing single variables will give you more relevant, clearer results.
- Money, money, money: You don’t need to throw your entire spend budget into testing, but make sure you invest enough to make it worthwhile. To gather sufficient, meaningful data, a decent amount of people need to see your ad.
- Time-scales: While Facebook has billions of monthly active users, not everyone you want to target will be online everyday. So make sure you allow enough time for data to be collected. This is usually anything from 4 to 14 days.
- Know your KPI: Avoid disappointed or wasted $$$ by knowing what metrics you want to measure before you test.
Keep an eye on things: Your analytics page will change daily. Heck, it may even change hourly. So it’s really important to keep checking back in to see what patterns emerge.
A helping hand…
As well as the analytics pages offered within the platforms, there are a tonne of other resources and tools out there to help you get the most value out of your posts.
Known as the ‘Best Graphic Tool For Unskilled Users’, Canva is a fantastic creative design resource that will help you create professional looking assets for your Facebook ads.
Mock Ups: Creative Hub
Try out some new headlines for size, or play around with different images before posting anything on Facebook or Instagram with this super handy tool. Here you can experiment with your creative, try different formats, and see exactly how it’ll look before going live.
What’s the best time to post? When your target audience is online. Use your analytics to find out when this is and then schedule your posts to go live at that time.
Our newsletter is also ALWAYS full of all sorts of social media and social commerce wizardry so make sure you sign up here to get ahead.
- Failing to test is failing your brand.
- Be the person that goes the extra mile.
- The Serendipity 3 Golden Opulence Sundae is totally worth the effort.