So you’ve written what you think is good copy and you’ve launched your direct response campaign. You’ve even gotten a decent response. Now my question to you is how do you know if your copy is really doing the best that it can do? Even with a fantastic response rate, the reality is that you might be leaving a whole lot more response on the table unless you do what is called a split test. In other words, if you are not split testing, then you’re guessing!
Split testing (a.k.a. A/B testing) is a crucial method of testing whether or not your direct response copy is truly effective or not. It involves sending out two variations of essentially the same direct response marketing piece to the same targeted list – version A going to half of the list and version B going to the other half of the list and then measuring the response rate for each.
Split testing is crucial if you are going to launch a large-scale direct response campaign, whether it’s in print or on the web. You need statistical confirmation that your copy and graphic design is tweaked in such a way as to pull the greatest amount of response it can from the amount of money you’ve invested in the campaign.
One of the easiest ways to get into practicing split testing without spending a lot of money is by using it to optimize your website opt-in subscriber page. Email marketing services such as AWeber have built in split testing systems in place that are pretty darn good and it allows you to see what works and what doesn’t when it comes to converting your website traffic into captured leads.
Split Test One Thing At A Time
The key to split testing regardless of the format or platform is to only test one thing at a time. That’s really crucial because if you get too antsy, then you’ll start testing too many things at once and the end result is that you’ve just botched up your split test because you can’t be sure of what changes actually improved or decreased response. To be an effective direct response marketer, you’re going to have to put on your lab coat here and start thinking like a scientist when it comes to split testing. Test one change at a time and ONLY one thing at a time. The good news is that the internet allows you to try out split testing very quickly and very cheaply. Become proficient at split testing on the web before you start split testing with direct response mail.