Is Your Advertising working?
Is your advertising working? How can you make it more effective?
You can do that by split testing it.
This can get highly complex, but in a nutshell, you take one aspect of your copy or ad or sales letter or whatever, and you change it slightly, then send both versions out or post them (whatever is appropriate) and see which one performs better.
If you’re interested in leads, then you count how many leads they give you. If you want to find out how many leads convert to buyers, then you need to track that as well.
Here are a few things you can test:
Headlines
Headlines are the most popular variable — if your prospects don’t like the headline and aren’t drawn in by it, they’re not going to read further).
Graphics
Should you use graphics or not? That too can depend. Why not test it. Create one version with the graphics and one without them and see which one works better.
You may also want to test one type of graphics vs. another. The same thing applies.
One thing that’s really important is to test just one variation at a time, and keep using the better performing version as the control and create a new variation, and then test those two.
That’s how the big direct mail companies do it. Sort of.
They have a control that they test new versions against, and once the new version performs better than the control, IT becomes the new control. And the cycle continues.
A marketing expert friend and I have created a special report on split testing that I want you to have.
You can find it here:
Check it out and then let me know what you think!
To Your Success,
Dr. K
