The best way to handle that is to work on understanding your audience, creating a hypothesis about what resonates with that audience, and then using that messaging not just on your PPC ads, but across your site.
It isn't uncommon and due to the structure of split testing, your visitors will not know which page is the control vs.the hypothesis, so while this isn’t double-blind, you are still working toward achieving a statistically significant sample.
Hypothesis: A landing page with an image will have a higher conversion rate than a landing page with no image. It’s now clear that the treatment page performed much better and proved my original hypothesis that a landing page with a preview image...
You deliberately check the data to see if it disproves your hypothesis. Every test must start with a hypothesis. It will give you the results of tests for statistical significance so use it where you can.
Additionally, if you’re running any type of test, be it landing page or ad, send out a few reports on test progress each week, including the hypothesis of why you're running the test and how statistically significant the results are so far.
Your hypothesis (e.g. Hypothesis Every test starts with a hypothesis that you're trying to prove or refute. The hypothesis is a short sentence that summarizes what you’re trying to prove and should include the tested variable and the success metric...
In fact, when a test 'works' – and I use quotes on that to mean 'does what we wanted it to do by supporting the hypothesis in some way' – we often learn *less* because we over-interpret the success. Split Testing Adwords: You're Doing It Wrong by...
Data mining breaks away from that process and removes the hypothesis stage. When a statistical test is performed you get a confidence interval of whether this model accurately describes reality. Testing by Search Term
