13Mar/100

Looking at the Taguchi Split Test

The Taguchi split test is a form of multivariate split testing named for its designer, Dr. Genichi Taguchi, a Japanese engineer and statistician. Dr. Taguchi devised a way to optimize experimentation to improve manufacturing quality, in the 1940s. His methods were so successful; other industries picked them up, including those in the business of marketing. Let’s look at the Taguchi split test and see what it can do for you.

Split testing can be a long, drawn out process. Its takes a lot of time, and it can cost sales, (although it gains them in the long run…key word being “long”). Instead of having to test one element at a time, and often only two variations of that element, then waiting for the result, and starting a new test, a Taguchi split test saves you time and customers. Using scientific formulas, multivariate testing lets you test several versions of several elements all at the same time, using a smaller customer sampling. There are some claims that a Taguchi split test does not take into account variable interactions, but if it does not, I do not see how it could provide best page results. At the same time, you may not want to leave your marketing campaign totally in the hands of a mathematical program. Use it as a tool in combination with your own common sense.

Additionally, the formulas used in the Taguchi split test are complicated, and may be difficult for the average person to use. The test must be accurately designed to get the optimum result. Also, you must decide on all the variations you want to test ahead of time so that they can be included in the test design. For example; if you’re testing an email subject line, you need to create all the possible subject lines you might consider using before you begin the test. The same is true for fonts, colors, links, graphics, content, or anything else you might want to test for any element you might want to test. It all has be laid out ahead of time. I recommend the use of a Taguchi split test tool to help you run your test. Google Website Optimizer and Vertser are two places you can start looking for testing tools, but they are by no means the only ones. Do your homework to see what works for you and your company.

A word of advice, if you have never split tested, you might want to start with something a little less complicated than a Taguchi split test or any kind of multivariate testing. Learn how the process works with a simple A/B split test first. Then you can move on to other kinds of split testing. Split testing can be used for emails, web pages, landing pages, Adsense, banner ads, and other types of web marketing. Actually, split testing can be used in any marketing campaign. However if you’re ready for the next level, a Taguchi split test can make the difference between a mediocre conversion rate, and a fantastic one.