Split testing is absolutely fundamental for your business. The ability to test, learn and optimise to improve results in short cycles has great advantages. Whatever you’re producing online, whether its a blog post, web content, or even a Facebook post, you should be split testing.
Facebook content is no different to any other medium in terms of the need to test. If you’re launching a big campaign for instance, it’s important to know which part of the content is working for which segment of your audience. You should be asking yourself the following:
- What is the best time to post?
- How long should the posts be?
- What call to action drives conversions?
- Which images work best?
- Which audience segment responds best overall or to certain posts?
Knowing the above will allow you to increase your conversions in this instance by optimising content length, image, time of posting, call to action message and targeting criteria.
Sounds Great, How Do I Do It? Here’s How:
- The first step is to decide what you want to test and what you will measure as success for each variant. Decide whether you want to test by age brackets, or by gender
- Once this framework is in place, set yourself parameters – for example with testing images in posts you only want to test a certain amount, not hundreds
- Get your variables designed, written and ready to go based on your testing criteria. For instance you may pick three images, or you may write three different call to actions to test. Alternatively you might instead be focused on audience segmentation, in which case define the parts of your audience you want to test against (e.g. the conversion rate for 18-25 year old females vs 26-34 year old females).
- Post your content & measure the results
- Analyse the data and see what works and what doesn’t and push your learnings into the next phase of the cycle
There’s a couple of ways to do this, but I suggest you try using Facebook directly and using the targeting features (normally available once you have 5,000 fans on the page):
Doing it this way will require multiple posts to be created aimed at different segments. One way to create a fair test is to break the ages down into say 3 year age groups so you’d do posts for:
- Females Aged 18-20
- Females Aged 21-23
- Females Aged 24-26
- Females Aged 27-29
- Males Aged 18-20
- Males Aged 21-23
- Males Ages 24-26
- Males Aged 27-29
Whilst that means doing 8 posts potentially, this will allow you to test with a segmented audience. This can be used to see how a post performs amongst certain demographics.
Don’t forget that you can test on Facebook by locations, ages, genders, and of course by anything in your content (copy, call to action, link, image).
- Leave no stone unturned: The more you can test and the more data you collect then the more efficient you will be able to make your campaigns over the long-term.
- Don’t be afraid to experiment: As long as you are working within the parameters you set, you shouldn’t worry too much about ‘getting it wrong’.
- Do this on your next campaign: Now you know it can be done, there’s no reason to not try this in preparation for your next campaign.
At Milkshake-factory, we are on a mission to make your small business marketing hassle free. You will find a lot of articles on our blog that can help you gain insight in the world of digital marketing. We hope these are going to be useful to you and we also look forward to your feedback on what else would you like to learn to help you to grow your small business. Consider hiring Milkshake-factory, complete marketing solutions, for all your marketing needs, contact us for a FREE consultation.