It might be expected that I’d be in favour of testing. I was a teacher for 28 years after all. But my love of testing is more to do with being a Physicist than the fact that I taught.
Physics is about finding out for yourself, being certain and frankly having fun with all kinds of Lab’ equipment!
After that is seems obvious to test copy on your website.After all it is in the real world of action and facts. Your headline is real it may have a motivating effect on the reader. If they buy or even if they merely click your link, that can be tracked and counted. When you rephrase your headline the new version can be compared to the old version.
This is not some game here, this is your income we’re talking about!
Not to have the most effective headline in your copy is downright reckless! And then we move on to the subhead, prehead, bullets, testimonials…all can and must be tested.
Obvious isn’t it? Yet very few do it. Very few marketers come from a science or engineering background. And that suits me fine. If the vast majority are too daft to take these simple measures to heart then I gain through greater efficiency.
One rare soul who does test is Michael Fortin. He has written a superb post on this topic.
Don’t just read this. Print it, read it and file it. It’s that good
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