There’s one crucial number, one critical metric that you’re looking to improve when you split test – whether you’re trying out new Google ads or pages on your website. Know what that number is, and then get solid, statistically reliable data before you declare a winner. When you do that, the profitability of the traffic coming through your site can’t help but grow and grow.
Everybody agrees on the importance of a solid CTR, or click-through rate. After all, you want as much traffic as possible. But there’s a number even more critical than that.
(1) The single most important number that you always want to improve on is your value per visitor, or VPV.