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Split Testing Made Easy

By Leevi Romanik
19 Comments

Last article, I addressed some of the most common pitfalls of split testing. This article I will discuss the easiest and most efficient way to go about split testing to improve your conversions.

Before moving on, you can check out the previous article and other articles in the series here:

Part 1: How To Nail A Killer Headline

Part 2: How To Nail A Killer Headline Part 2

Part 3: The Art Of Good Storytelling

Part 4: 4 Crucial Elements Every Sales Letter Needs

Part 5: Are You Making These 3 Common Conversion Testing Mistakes With Your Sales Copy?

Copywriting 101: Split Testing Shortcuts

Remember to keep track of what you are split testing. I suggest documenting it in a spreadsheet. What you are always trying to do is better your “control”. That is the term they use in sales marketing for the advertisement that has the best conversions. And remember split testing and tracking does not have to be a headache with the right conversion and optimization software. To begin with your normal ad will be your control and whatever variations you come up with will be going up against it and trying to better it.

Getting The Biggest Bang For Your Testing Buck

I will give you two shortcuts for fast tracking your split testing.

Firstly, there are only a handful of things that can consistently boost conversions. There are a lot of elements on a sales page that can be tweaked and refined. And I don’t discount they play some role in conversions. However, there are a few elements that can really skyrocket conversions and those are the ones you want to spend your time testing and refining. You want the small and easy changes that will bring the biggest results.

And secondly the easiest way to get a good idea about things is to test polar opposites. Make opposing changes and see what happens. Got a long headline? Test a radically shorter one. Or vice versa. Using dense heavy copy with no images? Mix up the design with a few images.

Always make sure you are tracking results. Learn more about the best conversions and tracking software. Remember you can’t manage what you don’t measure.

Before Testing Anything Else Try Testing These 3 Things

1. The Offer

It may seem obvious but it is often overlooked. Test the product or service you are offering. This can include price point, payment options, bonuses and guarantees.

Dropping the price can be a great way to improve conversions but be careful. Depending on the sums, if you go with a higher price point, you may accept a drop in conversions because at the end of the day it is more money in your pocket. So it depends. And there are always those magical stories of increasing the price considerably and actually also getting an increase in conversions!

The Mystery of Payment Options

You should definitely play around testing this. Run a test of your normal price versus a $4.95 trial and then the remainder to be paid after 7 days or 14 days. You would be surprised that a change like this can result in just giving people a little more reassurance and confidence to take out their wallet and buy.

The late great Gary Halbert was fond of the “send us your check but we won’t cash it for 30 days. If you are not happy with the product contact us within the 30 days and we will send back your check.” A “try before you buy” option done with the security of payment.

You Won’t Believe These Test Results

Famous Internet Marketer and maniac tester Ryan Diess recently revealed some very interesting price split testing that he conducted.

Here are the results that Diess found for a product with a $197 price point (the control).

- A price point of $97 converted 3x more than $197 (47% more profit than control).

- 2 payments of $97 (for a total of $194) ALSO converted 3x more than single payment of $197 (190% more profit than control).

Go figure. So a cheaper price point, even though it was charged twice and was effectively the same as the control, was able to increase conversions by 3 times. Imagine adding 190% to your bottom line! And for very little extra work. The product is already done, traffic is already coming to the page, all you had to do was set up a split test.

But you would never discover this if you never carried out any split testing.

2. The Headline

Remember from the first article in this series “How to Nail a Killer Headline” the purpose and importance of your headline. Your headline is suppose to jolt your prospect out of their dreamy browsing state and make them wake up and pay attention to what you have to offer. The headline is suppose to suck them in to your copy and get them to read the rest of your ad.

Earlier I talked about testing polar opposites. You can do that with the length of your headline – with a short versus a long headline. It could be the tone of your headline using a positive gain versus a negative avoidance. Another idea is to use an outrageous headline versus a more grounded headline. Once again you play off your control headline always trying to better it.

3. Design

I see a lot of people get caught up here. Just because you can make fancy designs and do fancy graphics doesn’t mean you have to. But I do understand that many of the poor designs and frustration of sales pages and opt in pages are the result of restrictions with WordPress themes.

Most WordPress themes are great for a blog or website look, but terrible when it comes to helping conversions on landing pages and optin pages. I have found the solution to this problem with what I feel is the best WordPress theme for conversions. In fact, website design is such an important issue with regards to marketing and conversions, I will dedicate a whole post to it in the coming weeks.

In short, I am a fan of clean, easy to read and non cluttered sales pages. Research has shown pictures can aid sales when they actually show the item for sale and provide a better insight than words can see here. Don’t just use generic stock photos of happy people or nice scenery for the sake of it. Choose your images wisely and make sure they are relevant.

Conclusion

As I stated in the first article on split testing and conversion tracking, there really is no excuse nowadays not to be doing this. There is fantastic website optimization software that can set up split tests with a few clicks, spy on visitors interactions with your website and track everything you could imagine. Hopefully the tips in this and the last article have given you enough to get started on improving your conversions and sales.

Leevi Romanik

About Leevi Romanik

Get The Secrets of Creating and Successfully Selling Your Own Product - Leevi reveals product creation shortcuts and marketing that works to generate passive income from your own info-product in the Triple Threat Info-Product System. Grab the FREE video "How To Guarantee Your Niche is a WINNER" Click Link For Instant Access.

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19 Comments

  • Thanks for the tips. Testing is definitely something I don’t do enough of because it’s tedious and detailed and I’m not a details guy, but this boils it down well
    Cheers
    Mark

  • Great tips, I have not really done any split testing but after your reading your two posts on it I think it would be a good thing to play around with and see if I can get some better conversion rates.

  • Thank you, those are some valuable tips. I like the idea about testing polar opposites. I think doing it before everything else is the best way to gauge something, before fine tuning with smaller changes once you know its effectiveness.

  • Thanks Leevi.
    There have been six very interesting and instructive articles that I have learned many new things about copywriting and all I have to think about around it.

    //Lenny

  • I think split testing is important. But it all depends on your understanding about conversion. There are marketing myths that are not supposed to be split tested. In fact, we know what works, why waste time split testing the wrong practice.

    All the same, you’ve made it real and clear. Keep up the good works.

  • Good advice Leevi, split testing helps to tweak your sales letter so that it can make money at its full potential. I was surprised at how much small tweaks here and there have increased conversion rates by a huge percent! Thanks for sharing.

  • Great post, i’ve always wanted to know how to do split-testing

  • Thanks for your post Leevi,
    Definitely some things to think about, because although I did recently, on for example my - Writing Lifestyle – Blog, I did see a +400% increase in unique visitors, only from readers feedback in a Writers Forum I learned that several people really hate my web design with passion :) I don’t know if the ‘To bright’ design of mine helped to get this increase, with everybody thinking something like: ‘Lets have a look at this real ugly disigned blog’ Or just that
    not everybody bothers that much about the design and are more interested in the content, because I also have returnvisitors.

    Nevertheless I might be an idea to have a somewhat closer look into possibly other design because currently the closest thing to split testing that I do is writing an other headline when I have written something in a forum that doesn’t seem to generate enough replies, than when I make a somehow more ‘catchy’ headline it usually generates more replies.

  • Nice article
    A good theme to sell our product is very important.
    Split test are necessary to conduct our business to the top.

  • Testing it’s very important in order to decide what your sales page will be but it’s very important to have enough data and statistically significant results that you can be sure that will give the correct assessment, so it is very important to use statistical tools and econometrics before you take your decition…

    Kostas | OpportunitiesPlanet

  • Testing it’s very important in order to decide what your sales page will be but it’s very important to have enough data and statistically significant results that you can be sure that will give the correct assessment, so it is very important to use statistical tools and econometrics before you take your decision…

    Kostas | OpportunitiesPlanet

  • Great post…or I should say article.

    You have me wanting to start split testing right away!

    The focus areas you give are a great starting point. Like in everything else, I imagine one could get lost in the details when doing these types of tests.

    Thanks for this.Will let you know how I get along.
    best wishes,
    Louise

  • I have been split testing sales copy for years now and what you say here is very good. I have a few points I would like to add to this article.
    • Never clutter your sales copy with pictures that don’t add value to your copy.
    • Always use a white background for your sales text to make it easier to read.
    • Never stop testing your headline. I have changed 1 word and the conversion ion has gone up by 300%.
    • If a headline is not working try a “how to” headline always works for me
    • Make the opt-in form as easy to use as possible, you only need a name and email address not their life story.
    Thank you for reading my comment and I hope it helps

  • Nice article/Post!
    Gave me quite a few good ideas for my own marketing projects.
    Thank you :)

  • Great Points, Pricing and the way we price is really important, it can lead to a lot more conversion if done correctly.

  • You should do an ebook for this Leevi. The subjects are well thought of. Thanks for sharing!

  • [...] Once you’ve tested your USP’s like this, there should be one or two that always come out on top. If it’s a battle between two do split testing on those until you get one that is a clear winner. You might want to try tweaking them a little to see how it changes their results (here’s some help for a clearer understanding of split testing) [...]

  • As I wrote about in my previous reply, on my - Writer’s Lifestyle - Blog I got Readers Replies on my Blog Design, and now we are a few months further and I discovered how to change some of the colors on my blog, making it a little bit easier on the eyes.

    I do think that indeed it’s a lot better now, only time will tell if it will result in Happier Visitors. Up till now I still keep on getting a somewhat steady amount of daily visitors, only I keep on putting things to the test, feel free to have a look and I would love to hear about your visitor experience.

    As you could see in my previous reply I do listen to my visitors, and usually write back comments on your comments and sometimes you even Inspire me to write ‘Crispy Fresh New Posts’ as well :)

  • [...] receive two newsletters from him. One are post updates from Enterprenaurs Journey and the other one is from Blog [...]

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