| I've got a confession to make. This may come as a | | | | version won. I've conducted price tests in which we |
| surprise to you (after all, I'm a testing fanatic)... But, | | | | tested $17 vs. $97 and $97 converted better! (Not |
| testing doesn't improve website conversion every | | | | just higher visitor value, but actually higher |
| time. | | | | conversion!) |
| Nearly all "online marketing gurus" promote the | | | | So it really is impossible to know in advance what |
| benefits of conducting split tests and multi-variable | | | | version or variable is going to win. Experience and |
| tests on your website. But, few (if any) tell you the | | | | prior testing data can help you make an educated |
| WHOLE truth about how to test, what to test and | | | | guess, but you still have to test it and see. |
| what results to realistically expect from your testing. | | | | I view selecting test variables, kind of like picking |
| The consequences? Many online markers become | | | | stocks. You can do all of your homework, use a |
| confused by and disappointed with their first fledgling | | | | variable that has boosted response on every other |
| attempts at conducting testing campaigns on their | | | | site you tested and still not have a winner. |
| websites. | | | | And the opposite can happen. You can test a variable |
| Because their results often don't live up to the | | | | that you are almost positive will be a dog, (or even |
| "hype", they become discourage and simply assume | | | | make an error when setting up your variables) and it |
| that "testing doesn't work" or "it's not worth the | | | | can boost response. I've often seen headlines that I |
| effort". | | | | hated or graphic images that were down right UGLY |
| I hear this from my clients all the time. They will tell | | | | convert better than the more appealing versions. |
| me, "oh... I tried testing on my site and it didn't help." | | | | So just like picking a stock, past performance doesn't |
| Well... in an effort to clear up a few of the | | | | guarantee future results! Every single variable you |
| misconceptions about testing and help folks | | | | test will not be a winner. In fact when it comes to |
| overcome some of the unrealistic expectations that | | | | the stock market, if you can pick a winning trade |
| simply set them up for disappointment, I'm about to | | | | just 51% of the time, you'll become rich. |
| tell you the "dirty little secret" that the gurus usually | | | | The same principle applies to test variable selection. If |
| fail to mention. | | | | you're able to consistently pick winning variables 50% |
| Every variable you test will NOT automatically | | | | or the time or more, you're doing an outstanding job! |
| improve sales. In fact MOST of the variables you | | | | (Or you're simply not running enough tests...) |
| test will either reduce response or make no | | | | Now, am I telling you all of this to discourage you |
| measurable difference! | | | | from testing? ABSOLUTELY NOT! |
| In fact, after conducting over 6,000 split and | | | | Like I said at the beginning of the article, I'm a |
| multivariable tests over the past six years I've | | | | testing fanatic. |
| generated some pretty good data on what you can | | | | I've seen small businesses transformed into "big" |
| expect to achieve in a typical testing campaign. | | | | businesses almost overnight via proper testing. |
| In most multivariable tests only 1/4 to 1/3 of your | | | | I've seen a laid off, single father go from struggling |
| variables will boost response. Another 1/4 to 1/3 of | | | | to pay the bills selling an ebook to making a solid six |
| your test variables will actually reduce response. And | | | | figure income by only tweaking and testing 4 items |
| 1/3 to 1/2 of your variables won't make a | | | | on his sales letter. |
| measurable difference. | | | | Done right (and with proper expectations) testing can |
| (Well... that's not entirely true. If you run any test | | | | indeed change your life and transform your business. |
| long enough a winner will usually emerge, but it is not | | | | I just want to make sure that you go into the |
| worth the trouble to let a campaign run for months | | | | process with the right, long term mindset and that |
| on end just for a 1/10th of a percent improvement in | | | | you don't become discouraged and quit if your first |
| conversion.) | | | | attempts at testing fail to yield earth shattering |
| Of course, the more experience you gain in testing, | | | | improvements in response. |
| the better your odds of finding a variable that will be | | | | The good news for testing is, because you can flush |
| a winner... but you still have no guarantees. | | | | the variables that don't boost response and only |
| Often variables that you are sure will boost sales, | | | | keep the "winners", even if you only pick a winner |
| wind up having no effect or worse, decrease | | | | 10% of the time you'll still make huge gains in |
| response. | | | | conversion and response over the long haul. |
| I've seen tests where a 1 year guarantee was | | | | Happy testing! |
| tested against NO guarantee and the no guarantee | | | | |