Split Testing

Want to test out a new headline? Try out a slightly new approach? Choose between two new copy writers?

There's an easy way to learn what works best. It takes no time and no effort, but the information it provides is priceless.

What's the secret? It's called split testing.

Split Testing Explained

• Test how much of an impact one small change can make.
• " Split" your mailing list in half.
• Send each half a message that is identical—except for your one small change.
• Track which message version led to the most sales.

Let's say you've got two killer headlines for a new product. They both sound equally enticing to you. So how can you tell if one will bring in more business than the other?

Turn to a web-based mailing list that you know has brought you sales before. Divide (or " split" ) the list in half, right down the middle.

Compose an e-mail announcing your new product. Place your first headline at the top, and include a link to your sales page. Be sure that you can track the number of people who click that link. Send this message to the first half of the list.

Now, while keeping everything else the same, replace the title with your second headline. You also want to modify the sales page link so that you can track click-throughs from this e-mail separately from those of the first e-mail. Send this version to the second half of the list.

After a few days, compare the number of responses to each of the two messages. Did one headline encourage more sales than the other? If it did, then you now know to use that headline for all your future promotions.

How Split Testing Benefits You

• No one but you will ever know that you're split testing.
• Split testing is the closest thing to reading your customers' minds.
• Create amazing new profits after just sixty seconds of work!

Split testing allows you to see what effect (if any) certain subtle changes have on your audience. Your customers will never know what you're doing, but you'll be able to learn what your customers are thinking!

Trying out new ideas through split testing is the next best thing to having a full-time psychic on staff. Unless you are actually inside your audience's heads, there is no way to be sure what small shift may take them from browsing to buying.

That is, not without split testing! If one headline can draw in more business than another, you deserve to know about it—and to take advantage of it. As time goes on, you'll find that you're naturally writing headlines that attract the most sales.

Split testing can create tens, hundreds, or even thousands of new sales—and new profits. By taking just one extra minute to send two e-mails instead of just one, and learning from the information your split testing provides, you can enjoy watching your income soar.

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Copyright 2006 Larry Lang All Rights Reserved. Lang Enterprises Inc.
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