When it comes to Insurance Agency Web marketing, the Split Test is an important tool, offering powerful insights into campaign optimization and conversion efficacy. A/B split testing is an empirical approach used to ascertain optimum conversion rate (click-through rate) for a website, landing page, banner ad or email campaign. In the case of insurance email marketing, two versions of an email are created (version A and B), and are then compared for effectiveness. Typically the emails are identical except for one modification which can, or at least theoretically can, improve conversion rate. For example, Version A might have one call to action, while Version B includes two call to actions. Or Version A might have 3 bullets while Version B has 5 bullets. Insurance marketers can also test fulfillment choices. For example, which is of greater interests to prospects, on demand video, live webinars, a case study, blog entry or newsletter. Insurance marketers can then measure important insurance email marketing campaign fundamentals including open rate, unique click-through rate and total click-through rate to mention a few of the key metrics. After measuring the results, the better performing email message is used to send to the balance of unused prospects for that campaign.