My grandma is obsessed with her yard.
She has to have the greenest lawn, the prettiest flowers, and the most expertly manicured shrubbery. Naturally, growing up, my brother and I were her grounds-crew. We were poorly compensated financially, but always had an unlimited supply of ice cream sandwiches and soda to consume after we mowed the lawn.
One summer my grandma decided that her lawn wasn’t green and lush enough. She went to the local Ace Hardware (and by ‘she went’ I mean, she sent my grandpa) and bought two different kinds of fertilizer. She told me to spread one kind of fertilizer on one half of the lawn and the other kind of fertilizer on the other half.
Within 10 days it was apparent which fertilizer was more effective.
I am happy to report that that summer my grandma had the greenest lawn in the entire town. It wasn’t even close.
My grandmother wanted to know which fertilizer was most effective so she deployed both products and was then easily able to measure and determine which one worked better.
My grandma did a lawn split-test.
You should split-test your marketing and advertising.
Marketers have been split-testing online marketing methods for a long time. Marketers split test emails, landing pages, Google Adwords campaigns and banner ads.
If I wanted to split test an email marketing campaign, I would create two very different emails to test. I would use different images or different words in the emails. Then I would send them out. Using a tool like Mailchimp, I could easily see which version of my email is being opened more, read more, and clicked more.
This is how online split testing is done.
Online split testing works because there are tools available (Google Analytics, Mailchimp, etc.) that quickly and easily show results. They measure email open rates, click-through rates, etc.
In short: split testing is possible only when results are easily measured.
As we said above, marketers frequently split test online advertising. But, why don’t businesses and marketers use similar split-testing methods to determine which offline advertising methods are effective?
Answer: because these methods are traditionally harder to track.
Convirza allows marketers to assign different phone numbers to different pieces of advertising and then easily see which ones are generating phone calls and which ones are not. This means that you could split test offline advertisements (or online advertisements that have phone numbers associated with them).
For the first time, you can split test direct mail ads, radio ads, TV ads, newspaper and print ads…any advertising method that includes a phone number can be split-tested.
Let’s use direct mail as an example.
You certainly want to determine what mailer design is most effective. You could split test colors or layouts or size. You can split-test anything you want. (Remember, the whole point of split testing is to optimize your advertising dollar. You want to get the most bang for your buck).
To split test direct mail ads, you simply create two very different ads and put a different Convirza tracking phone number on each. Then, Convirza will tell you which one is generating more phone calls. You will then know which one works better.
It’s that simple.
For example, if you split tested the color of direct mail ads and determined that a blue color-schemed ad generated more calls than a red-schemed ad, you would then know to run all blue ads next time. This will save you money and generate more phone calls.
You can follow that formula for any ad, anytime, anywhere. Split testing will show you precisely what’s working and what isn’t.
Split testing will save you money.
It will show you, like it did my grandma, which grass is greener.