Split-Testing – A Major Take-Out
By Anna Johnson on July 9th, 2008Having instituted ongoing split-testing for landing pages on various websites (a range of different niches – you can see some of them in the list to the right) one of my major take-outs is:
Different target markets will respond differently to the same elements.
There are NO hard and fast rules about whether or not you should have a header graphic, an image, a photo, long copy, short copy, bullet points, testimonials, etc. I am finding that having one particular element on one site for one niche will generate an entirely different response to having the same element on another.
Have I found any consistent patterns? Yes: short copy on name squeeze pages seems to work much better than long copy to get optins. And if you are going to have long copy, have it below the optin box. Whether or not it generates the same quality of optins… still to be tested. However, don’t take my word for it – test it for yourself. And don’t assume that works for one site, will work for another.
