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Would you like to improve your copywriting (without really writing anything)?
There’s an old technique we use in direct mail (the kind with paper) that also works on the web.
Do a split-test
It’s called an A/B split. Essentially what you do is you divide your list into two pieces: A then B, then A, then B (etc.)
One thing at a time
Then you test something. Just ONE thing at a time. It could be a different headline. Or, a different color order card. Online it might be button color or text link copy. The idea is to see which one gets a better result. This could be more clicks, more orders, phone calls, whatever your goal is. The version with the most clicks (or orders) wins!
There are paid tools to do this, or you can use Google’s Website Optimizer (which is free).
Say you want to test a red “buy now” button (A) against a blue one (B) You make two web pages, one with each button. Then you tell Google (or whatever tool you use) to alternate which version people see when they visit your site. The first visitor gets a page with version A (the red button). The second gets version B (the blue one), the third gets A, etc.
When you have enough data, you check to see which version did better. Then, if you like, you can run the winner against a third version, to see if the results hold up.
Why do this at all?
We often think we “know” which one is better. Oh, the red one! Or, definitely the button that says “Free Demo” will beat “30-Day Trial.” Guessing can be wrong. Experience can be wrong. Often, the version you think is best isn’t. What works for one company, or even for one product, may not work for another. The only way to know for sure is to test it.
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