Split testing your Twitter marketing the right way

by Ana, posted 3 years ago
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Consistent analyzing and monitoring is essential to make sure that your Twitter strategy and marketing efforts are paying off. Have you tried split tests on Twitter already? Maybe you should!

Split testing on Twitter can help you gather valuable information about your audience and their engagement with your brand in real time and at the same time make use of the insights you gather for other aspects of your digital marketing efforts such as email campaigns.

The possibilities for split tests are endless. You can test for calls to action, content, headlines, best time to tweet, offers and promotions, the effect of images in your tweets, you name it. Let’s take a look at a couple of split tests you can start running today.

Split test headlines

One of the options you might want to test is different headlines. This can provide you with useful insights on what type of content drives the most engagement (retweets, mentions, favorites and clicks) and use this information in other aspects of your marketing efforts such as your email campaigns.

First thing to do is pick your conditions, in this case a specific day and time for your variants. Keep in mind that in order for your test to yield results as accurate as possible, conditions need to be roughly equal. You can either choose the same time throughout a week (for example 6pm every day) or a specific day and time over the course of several weeks.

In the example below, I have chosen Thursdays at 3.32PM as my condition for the different variants and scheduled my tweets using Buffer. It is important to note that all shortened links redirect to the same piece of content. However, using a unique shortened link in every tweet makes it a lot easier to track clicks for each of the variants.

Analyzing the results of your split test is quite straightforward once you know what your goal is. If you’re going for more shareability then the number of retweets per condition will provide you with answers. If however the goal is more traffic then the number of clicks should be your main metric.

Bit.ly can provide you with the number of clicks and some basic demographics on the geographic distribution of clicks. However, for more in depth stats on your clicks it is worth checking your Google Analytics. If you have a paying Buffer plan, you can set up your Google Analytics tracking through the platform. This creates a separate campaign in your Google Analytics report which allows you to track website visits and possible conversions.

Split test time

Knowing the best time for you to tweet can help you maximize the reach of your tweets and increase their engagement rate.

Split testing will give you the answers you need on what resonates best with your audience. Let’s say that you want to test what the best time is for your to tweet through out the day. Set your conditions by picking the content you wish to link to and the copy for your test. Conditions need to be roughly equal therefore it is important to test the exact same text against the different time sets.

Analyze the results of your test by comparing the different times with the number of clicks and your engagement metrics.

So take a look at your Twitter strategy, decide on your goals, and get ready to do some testing!

Have you tried any split tests on Twitter yourself? Share your experience with us in the comments right below.