It’s pretty obvious that the biggest mistake split testing you can make as far as split testing your sales content and campaigns is to not test anything at all. But do you know what the second biggest mistake is?

It’s this: focusing on split testing the wrong factors. And most people totally waste their time and money focusing on the wrong tests.

You see, here’s the thing…There are tons of factors you can test across your sales letters, lead pages and similar properties.

Here’s a quick list (and it’s not even close to being an exhaustive list):

  • Headline
  • Subheadline
  • Opener to your sales letter
  • Bulleted benefit list
  • Testimonials
  • Other forms of proof
  • Guarantee
  • Call to action
  • Postscript (P.S.)
  • The overall offer (positioning, price, what it does for the customer, bonuses)
  • Product (title)
  • Price
  • Overall design of the page
  • Graphics, including product graphics/packaging
  • Short copy versus long copy
  • Text sales letter versus video sales letter (versus combination)
  • Buy button (design, color, CTA text)
  • Specific design elements, such as the font color or style for the headline
  • Specific design elements such as Johnson boxes
  • Placement of calls to action.

But guess what?

Only a tiny handful of these factors will have a big impact – I’m talking boosting conversions 100%, 200%, 300% or more.

Most everything else will help, but just a little. For example, you might only be able to manage a 10% or 20% lift to your conversions after spending days testing certain factors.

You only have 24 hours in your day. You only have X number of dollars in your advertising budget. You only get X amount of traffic. And that’s why you need to spend 80% of your time focusing on those major factors that are going to give you the biggest lift.

So what are those factors?

Take a look…

overall-iconFACTOR #1

Your Overall Offer

You’ve heard that in order to make sales, you need to put the right offer in front of the right audience.

That means job #1 is to be sure you’re bringing in highly targeted traffic. Once you’re doing that, then job #2 is being sure you’re putting the right offer in front of them.

Think about your product for a moment – it comes with dozens of benefits, right?

But here’s the thing…Your audience doesn’t care about some of those benefits.

And if you position your offer around benefits that your audience doesn’t care about, your conversions are going to sink faster than a lead balloon.

This is why you need to understand your audience and what’s important to them so that you can create an offer that really appeals to them.

Let me give you an example…Let’s suppose you’re selling a weight loss product. And let’s further suppose you’ve designed this product exclusively for young men who are late teens to early 20’s.Now imagine for a moment that you’re brainstorming all of the product benefits.

You’re looking at the meal plans, and suddenly it hits you that they’re all VERY heart-healthy and delicious. So you create an offer that focuses on benefits such as “The Heart-Healthy Way to Lose Weight… With Meal Plans And Recipes The Whole Family Will Love!”Ummm…

No. It ain’t gonna work. You know why?

Because a 20 year old guy isn’t worried about his heart health. At that age, young men feel pretty invincible. He’s not going to thinking about his heart for another 20 years. So talking about his heart is going to fall totally flat. He’s also not worried about anyone else in the family liking his meal plans. He probably lives with a bunch of roommates. He doesn’t have a wife and kids. He’s not cooking for anyone. So talking about his “family” is the second thing that’s going to fall flat.

So what do you need to do instead for this particular audience?

Simple – position your offer around the emotional benefits he’s seeking.

Let me be blunt: this young man wants to lose weight so that he can confidently strip his shirt off at the beach this summer and attract girls.

That’s it! That’s the biggest emotional pull for this particular audience.

So your whole offer needs to revolve around these benefits and associated emotions.

This includes…

  • A sales page design that ooze sex appeal and power.
  • Benefits that focus on increasing sexual attraction, getting ripped, etc.
  • A product title that fits these main benefits.
  • Bonuses that reflect this same emotional pull.
  • A product price that fits a 20-year-old man’s budget.

Bottom line: testing the offer and determining what appeals to your audience the most will always create the biggest wins when you’re testing.

That’s why you should focus about 50% of your efforts on tweaking your offer.


good-or-bad-headlineFACTOR #2

Your Headline

This is the second biggest factor that’s going to have a huge impact on your conversion rates. We’ve done tests where testing and tweaking the headline improved conversions as much as 500%. Even if you don’t get that big of a boost, it’s still pretty easy to double or triple your conversions with a good headline.

Now heads up…Your headline is going to work hand-in-hand with your overall offer. So whatever you determine is the main “pull” for your audience should definitely be reflected in the headline. Go back to that weight loss example for a moment.

If you’re creating a headline for 20 year old men, you’d focus on how the product will help them improve their sex appeal. (E.G., “You’ll Be the Sexiest Beast On The Beach This Summer Once You Discover These Secrets For Getting Ripped!”)

If you’re creating a headline for 50 year old men whose doctors just told them to lose weight or risk dying from a heart attack… then yeah, that’s the time to focus on heart health. (E.G., “Is There a Heart Attack Lurking Around The Corner, Just Waiting To Strike When You Least Expect It? Stop It In Its Tracks With This Heart-Healthy Plan For Losing 50 Pounds Fast!”)

See what I mean? Now aside from being sure your headline reflects your positioning and offer, keep in mind that slight wording differences can have huge impacts. Just look at these actual results from our own testing:





Those headlines essentially say the same thing, but Headline 1 delivered massively bigger conversions than the second headline.

And that’s why we suggest you spend about 30-40% of your testing efforts on improving your headline.

So here’s the bottom line…

To get the biggest lifts to your conversions, you should spend 80% to 90% of your time focusing on testing your offer and your headline.

The rest of the time you can focus on the “geeky” tests such as buttons, colors, graphics, minor changes and so on.

As you create your sales letter, ask yourself these questions:

  • Does the copy speak the same language as the prospect?
  • Do we present the offer clearly?
  • Does the offer resonate with the audience?
  • Does the sales letter keep the reader hooked and engaged?
  • Does the call to action come at the right point? (Not too soon, not too late?)
  • Does the copy raise and handle common objections?
  • Is the price right?
  • Does the copy hit the right emotional buttons?

If you get these things right, you’ll get a nice lift to your conversions.

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                      To learn more about how to start getting more sales with split testing, see this related post “Take The Headache Out Of Split Testing”

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