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Mal Keenan
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Joined: 13 Dec 2004
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 Posted: Tue Dec 14, 2004 6:48 pm Post subject: |
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Hi Derrick
For instance if I had a short opt in form and then decided to go for a much longer one with a lot more details, book cover etc. I test them and find that the detailed one pulls much greater results. I then start from there.
Then of course I would work from there with smaller changes to improve even more. I may be wrong here but I don' see anything wrong with going that way. Is there?
| DerrickP wrote: | I think small changes is still best. Unless you are 100% sure a major change(s) will improve that much.
If you do make major changes how will you know which change caused the increase in sales? <- Im asking here(looking forward to your response).
Derrick Pizur |
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Derrick Pizur
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Joined: 13 Dec 2004
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Location: Buffalo NY
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| Posted: Tue Dec 14, 2004 7:03 pm Post subject: |
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I dont consider those major changes  But I would do them one at a time.
Designing a whole new website with new copy etc... would be major changes I imagine. I thought that is what some of you were referring to.
Derrick |
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Alan Saltz
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Joined: 14 Dec 2004
Posts: 7
Location: New York
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| Posted: Tue Dec 14, 2004 7:22 pm Post subject: |
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| DerrickP wrote: | I think small changes is still best. Unless you are 100% sure a major change(s) will improve that much.
If you do make major changes how will you know which change caused the increase in sales? <- Im asking here(looking forward to your response).
Derrick Pizur |
Hey Derrick, Thanks for the response... here's my answer to that question:
Let's say you wrrite your initial sales letter. It converts .5%.
Most split testers argue that when you try to beat that control, you test one thing so you know what is responsible for a change.
My thought is... if a totally different sales letter pulls 2% what's the harm in using that as your new control?
I guess you're right... I wouldn't know which major changes were responsibile, but I'd still have a control to work with that was converting 4 times the previous one.
And sometimes I just think it's "the whole package" that makes the difference, as opposed to just one aspect.
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Roosevelt Cooper
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Joined: 02 Dec 2004
Posts: 117
Location: New York City
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| Posted: Wed Dec 15, 2004 11:08 pm Post subject: Why Small Changes Are Better |
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| Quote: | Hey Derrick, Thanks for the response... here's my answer to that question:
Let's say you wrrite your initial sales letter. It converts .5%.
Most split testers argue that when you try to beat that control, you test one thing so you know what is responsible for a change.
My thought is... if a totally different sales letter pulls 2% what's the harm in using that as your new control? |
Because you don't know why that control did better. Knowing what control did better is HUGE! What's the point of going through all that trouble if you don't know why the other one did better?
Also, I'll reiterate what I said in my previous post. What if the only reason why your longer copy outperformed was because of the heading, or some benefit, etc and if you changed it on the original copy, you would have had a conversion rate of 4%? You would never know.
Don't get me wrong, split testing two completely different web sites is better than nothing at all. However the ideal way to test is small changes so you know what is working.
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Derrick Pizur
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| Posted: Thu Dec 16, 2004 12:47 am Post subject: |
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Roosevelt,
Thank you for explaining. I see your point. This post has some really valuable information in it.
Derrick
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Alan Saltz
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| Posted: Thu Dec 16, 2004 5:34 pm Post subject: |
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Thanks Roosevelt.
I see your point. I guess the answer is that while changing many things at once can increase conversion - it can also lead you to go around in circles.
If you test regularly one thing at a time, you can reasonably expect a consistent improvement, plus you'll know why that is, and actually learn in the process.
Best,
Alan
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Roosevelt Cooper
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Joined: 02 Dec 2004
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| Posted: Fri Dec 17, 2004 7:24 pm Post subject: Tracking |
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You got it my friend! Learning how your prospects think, in my opinion is much more important than raising your conversion rating a couple of points.
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johncraig
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| Posted: Mon Dec 20, 2004 3:24 pm Post subject: Re: Tracking |
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| Roosevelt Cooper wrote: | | You got it my friend! Learning how your prospects think, in my opinion is much more important than raising your conversion rating a couple of points. |
Learning how your customers feel about something is key. Prospects' buying decisions are based upon emotion. |
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