These are my recent split tests are in the self-help market:
1. We have an optin page where name + email is killing email alone, 2 to 1.
2. We have a long form sales page where white text on dark blue background is beating black text on white by 27%.
3. Same sales page, thin v. wide body copy is neck and neck.
Kinda amazing, isn’t it? Not what you’d expect?
Here’s why.
Unfortunately, marketers are over-influenced by other marketers’ results. Assumption, rush to implement as well as ‘guru worship’ cost a marketer big time.
Examples?
“Never put white text on a black background. Too hard to read.” Every marketer ‘knows’ this is true. (Except me.)
“Optin pages with email alone perform better than those with multiple data items. Your visitors are lazy.” Every marketer ‘knows’ this is true too. (Except me.)
Yeah, I know. Getting an ROI-positive offer can be a frustrating endeavor.
Especially on cold traffic.
But there is a STRATEGY behind conversion optimization.
You don’t have to shoot in the dark. And the strategy’s not just looking for ‘low hanging fruit’ or swiping from competitors either.
You can do it–you CAN generate your own conversion optimization breakthroughs.
BUT FIRST–you gotta be being willing to challenge your assumptions, beliefs and marketing truisms AND being willing to let the market tell you what it wants (rather than you forcing your preferences on the market.)
Do that, and a ROI-positive offer could be just the next split test away. Good luck.
