The Importance of Split Testing in CPA Marketing

When getting started with CPA marketing, most people find they are able to get conversions, but getting a campaign consistently profitable is a challenge.  At most, the campaign reaches breakeven and then stalls out, or it gets some conversions and is profitable for a day or two, but then it dies.  Beginners often give up at this point, or scrap the whole campaign, but it misses one of the biggest tools in the marketer’s toolbox: split testing.

Split testing is running multiple variations on the same campaign and seeing what performs best.  Unless you have a lot of experience or are very lucky, it’s impossible to know beforehand what will or won’t work on a given campaign.  Of course, with proper demographic research and and understanding of marketing principles, you can increase the odds of initial success, but at the end of the day, until you actually run and test a campaign, all the theorizing in the world won’t match up with real world results.

So, if you’re running a campaign with a landing page, try multiple landing pages.  One should be static, one should have an animated or flashing button or banner, one with a video, one with a short form, one with a long form, or any variation thereof.

Or if you are using banner ads, try a couple different images, try different colored borders and different text on the ads.

This way, when you set a campaign live, you actually have a few mini campaigns within it, and you will see differences in the performance between the different ads and landing pages.

Split testing will give you valuable insights, as instead of only learning a limited set of information, you expand your data gathering to find out things like what images perform best, what landing pages perform best, and then you can start to understand why.  Then, you can stop your underperforming split tests, and focus only on your top performer and factor in some of the information you’ve learned.

This will help maximize your success when working with CPA marketing, but it’s also applicable to other types of marketing.  For TV ads, often, multiple pitches are shown to a focus group and the reaction is gauged before choosing which ad to run live on TV.

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