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Last updated: Friday, May 25, 2007

Split testing is one of the most important ideas in marketing

Split testing was introduced all the way back at the time of “claude hopkins” in scientific advertising - one of the best books ever written on sales copy

In its simplest form, split testing is presenting two different versions of advertising or sales copy
to sales prospects , and measuring which produces the greater result.

There are three remarkable things about split testing:

Very few people realise the importance of split testing.

Very few people do split testing , or testing of any form

Those that test find conversion increases of 5 even 10 times the amount

That means that

Advertising dollars work ten times harder.

Each prospect costs one tenth as much

Ten times as many sales from a website with only the same amount of traffic

And it is remarkable what differences can make!

Simple changes to headline , make massive differences in sales

Colour matters

The form of testimonials matter

Type face matters

And dozens of psychological tricks

And in the website world, surprising things matter:

The position of a face.

The existance of credit card logos

The text on the buy button

Whether a question is asked

To get an impression of how much this matters, just take a look at these DVDs

Andy jenkins improves a shop sales performance by 5

Michael forton trebles the pull of a sales letter

All with tiny differences!

An eye opener!

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