“What are we ‘Split Testing’ today?”
By Alex Mandossian on September 30, 2008
I ask myself that 6-word question at the beginning of each day … and I’ve asked it repeatedly ever since December, 2004.
And one of the things I’m certain of is that this world-class question - more than any other question I ask daily - has unlocked the door to the secret passageway to accelerated growth, wealth and success.
I encourage YOU to ask yourself (and YOUR Team): “What are we Split Testing today?” at the beginning of each day and then sit back, relax and watch what happens for the rest of your day ;-)
Magically, this powerful “marketing declaration” almost instantly puts you (and your Team members) into a more Socratic and more “market-centered” Mindset.
This is one of those world-class questions that puts you in the marketer’s “driver seat” to capture more profits, faster, better and easier … without the burden of truth needing to rest on YOUR marketing shoulders any longer.
In my own business, this world-class question has assisted me to achieve more accelerated growth month after month, without the typical stress and worry that accompanies marketing guesswork.
That’s why I want you to take a moment - right now - and review the 14 single-variable split tests I’ve conducted during the past few years.
This review may take 3 minutes out of your busy day, but what you discover may prove to accelerate your marketing sales and profits for the rest of your professional life!
————————————————-
Split Test #1: In-bound Phone Order Script
“Call now. Operators are standing by…” (Loser)
“Call now. If the line is busy, keep calling…” (Winner)
————————————————-
Split Test #2: Online Order Button Copy
“Add To Cart >>” (Winner)
“Buy Now!” or “Order Now>>” (Losers)
————————————————-
Split Test #3: Free Shipping & Handling Pitch
“Free shipping and handling…” (Loser)
“We pay for your shipping and handling charges…” (Winner)
————————————————-
Split Test #4: When 2nd Product is Free
“Get 2 for the price of 1…” (Loser)
“Buy 1 and you 2nd one is free…” (Winner)
————————————————-
Split Test #5: Subscription/Continuity Billing
Negative Option billing (Winner)
Positive Option billing (Loser)
————————————————-
Split Test #6: Offline Magazine Space Ads
Space ad WITH “bind-in”card (Winner)
Space ad without “bind-in” card (Loser)
————————————————-
Split Test #7: Online Audio & Video Testimonials
Testimonial WITHOUT “Case Study” story (Loser)
Testimonials WITH “Case Study” story (Winner)
————————————————-
Split Test #8: Customer Testimonial Format
Before/After (Loser)
Before/After/After (Winner)
Note: Above sites are not the actual split tests.
————————————————-
Split Test #9: Autoresponder Follow-Up Emails
7 daily email reminders in 7 days (Winner)
7 weekly email reminders in 7 weeks (Loser)
————————————————-
Split Test #10: NCR Order Form Layout
With testimonials on backside (Winner)
With terms & conditions on backside (Loser)
————————————————-
Split Test #11: Online Sales Letter Elements
With FAQs/Answers published (Winner)
Without FAQs/Answers published (Loser)
————————————————-
Split Test #12: Registration Rate (Same Curriculum)
Webinar Format (Loser)
Teleseminar Format (Winner)
————————————————-
Split Test #13: Special Alumni Student Offer
One-Time Buyer Sublist (Loser)
Multi-Buyer (2+ purchases) Sublist (Winner)
————————————————-
Split Test #14: “Good-Better-Best” Price Testing
The traditional pricing method (Loser)
Good = $X, Better = $Y, Best (Good+Better) = $Z
The Decoy pricing method (Winner)
Good = $X, Better = $Y, Best (Good+Better) = $Y
————————————————-
Bill Shakespeare once said, “Nothing is good or bad … except what thinking makes it so.” I he were alive today I know - as a marketer - he’d say, “Nothing in marketing is good or bad … except what split testing makes it so.” :-)
Of course you know that I could go on and on, with dozens of more examples of winners and losers I’ve split-tested over 
the years.
But because you’ve read this far down … my sense is that you are serious (or at least, curious) about what the marketing power of split testing can do for you. Isn’t that true?
If it is true for you right now, then keep in mind how outside variables can significantly impact your split test results.
For instance, you can have the same offer, product and price and your split tests may differ whenever these outside variables come into play. Variables such as: B2B vs. B2C lists, seasonality, audio vs. video and many others.
Remember This: Each split test you do is like making an intelligent business investment - your decisions are always governed by your results. (Please re-read that sentence again … twice!)
If you decide not to put split testing into your daily marketing ritual, the here’s the typical downward spiral you can expect just before your business goes on life support:
No split tests -> no results. No results -> no growth. No growth -> no innovation. No innovation -> no market relevance. No market relevance -> no business.
Game over. Thanks for playing :-(
“In the land of the blind, the one-eyed man is king,” said Desiderius Erasmus. No truer words have ever been spoken in the context of marketing today. Each of your split tests is a “cause set into motion” and gives you 20/20 vision with both eyes wide open.
What NOT to Split Test: Split testing, like any other important marketing activity, will cost you some time and money. Duh! So it doesn’t make sense to test whispers.
In other words, it’s not worth split testing price points of $199.95 vs. $199.98 font formats of Garamound vs. Times Roman.
Split test “screaming” variables, not “whispers.” And above all, remember that split testing is a verb!
Final Word: To end this post, I want to paraphrase marketing legend, Ted Nicholas who once said, “The Holy Grail of direct marketing is the single-variable split-test.”
Whenever you split test, you’ll never again have to chase down winning offers … winning offers will chase you down!
AWESOMELY informative post Alex. Free content better than 99% of the rubbish we PAY for these days. Keep up the great work sir!
It’s been said that it is not what we don’t know that can hurt us, but what we know that ain’t so!
Many times we think something is working when it is not. Or we think something is working and it is to an extent, but something else might work much better.
You find out by testing, testing, and testing some more.
Thanks for the 14 examples…
Jeff Herring
Article Marketing Guy
Alex,
Simply brilliant.
And, as Jeff said, thank-you for the examples. I think it’s amazing that you take the time here to share what’s worked for you and what hasn’t worked.
Of course, now some people will assume (rather than testing) that what you’ve tested will work for them in their market. Which it may…
The only way anyone actually knows is to “Test”.
And, as you know better than me for sure, testing takes time and work, but look what it’s meant for you and your business.
Totally awesome Alex!
Thank-you for sharing this awesome post.
Warmest Regards,
Jonathan Kraft
http://www.TheMagicOfTesting.com
Split testing could easily turn out to be the bread and butter of a business. It’s amazing how one little small word change in a sentence could make or break an offer. The placement of words and the perception of those words are powerful.
Thanks for sharing!
Earlvin Harris
The Wealth Doctor
I believed you when you told us that ‘what is measured improves’. After split testing just about everything for the past 6 months I now understand why it is so important - my numbers are much higher than I ever expected and my business is no longer a guessing game - it is based on a series of intelligent business investments. Thank you, Alex.
Wonderful post Alex.
Thanks for the examples.
These are key informational tips that anyone would pay elsewhere for.
I appreciate the efforts you put forth to help out the rest of us!
Paul
Alex,
Thanks SO much for these tips!
Test, measure results, test and more testing…the “life breath” of business!
Graces,
Susie Bonham-Craig
Interesting - I will first have to split test myself as to whether I want to split test or not -
Thanks Alex. I’m printing a copy of all 14 examples and taping it up beside my desk. I’ve been in marketing for more than 20 years and have always tested. It was harder (more cumbersome) in print and traditional media. It’s so much easier on the Internet. There are no excuses not to test well and test often.
Good job Alex.
Kendra
Two Women Business
Great stuff, as always, Alex!
What’s your take on multi-variant or taguchi testing?
Takes more traffic, but sometimes the combination of elements may yield better results.
Thanks!
Howard
Great information that I never had thought of before. It appears so simple and obvisous once seen, yet I had never thought about many of these before. Thanks for the great post Alex.
Dear Alex,
Thank you. You’ve given me some ideas on how to market better. I’ve already been going to the bank (literally) with your ASK campaign model.
You’re brilliant.
Warmly,
Morgana Rae, the Money Magic Queen
Alex:
Excellent, succinct and to the point.
Thanks.
Robert Ruiz
rruiz1949@aol.com
Great tips, Alex!
Subtle but effective and productive differences!
Thanks.
An awesome post Alex. It can be too easy to get lazy when you’re making great money, but there is always some split testing to be done to make a great campaign, a fantastic campaign.
Wonderfully rich information Alex.
What you share here about split testing is worth thousands of dollars!
Indeed applying one of your findings can produce positively powerful financial results.
I’ll be referring back to this post often.
Thanks,
Joanna Garzilli
I must say that this is a very comprehensive look at split testing and very informative. I would suggest to anyone to test these principle that you have presented. The results can only help. Wise Counsel!
Hi Alex,
Great post and excellent split tests examples.
Ricardo
You have hit the nail on the head and forced us to look carefully and do a test a day to improve what we do. What we do not measure, we do not know. I also like the final words of wisdom in regards to testing irrelevant items instead of the most obvious.
Thank you for these 14. I look forward to a Teleseminar on this distinct issue by you. It would be well worthwhile for all.
Perhaps a new course at the tele-seminary.
A golden article Alex. To put numbers into it, if you can get your opt-in rate from 10% to 20% with the same amount of traffic through the magic of split testing, you should see a doubling of your business.
It’s also great that split testing isn’t as hard to do any more for important things. Aweber and other autoresponders give you split testing built in, as does Google Adwords.
Some of your winners you’ve posted would make an immediate impact on a lot of people’s businesses. I especially like the Add to Cart instead of buy now.
Bob Jenkins
Alex –
I have the capability to split test.
I have the desire to split test.
I know I should split test.
But have I split tested?
No.
Never.
Not even once.
Curious, no?
Well, this post has caused me actually go do it. Hopefully, I’ll see good results. Results that will make a difference. Thanks, man.
Daniel Hall
Author,
Speak on Cruise Ships: 8 Easy Steps to a Lifetime of FREE Luxury Cruises
http://www.speakerscruisefree.com/
Alex… You continue to OVER deliver to your list!
Thanks for the reminder that split testing is a daily process… not just when you feel like it.
Looking forward to more Alex wisdom!
- Ken
The Marketing Maverick
g,day you make it sound so simple, AHA!I THINK!YES,,,,thank,s
I’ve never encountered the term “split testing”. What is it?
Thanks for sharing these test results Alex..they say alot though I couldn’t understand all of them…may be you can explain more and tell us what you use for doing the split testing.
Great information. Keep up the good work.
Excellent post, Alex. I really enjoyed your 6-word question “What are we Split Testing today?” and the 14 great examples you provided.
Your post reminds me of the three secrets to great marketing (…test …test …and test!) Some marketers forget this; once they get the desired results, they stop refining and tweaking because they achieved a certain threshold or goal, instead of continuing the testing process.
Thanks for sharing this valuable content, Alex!
Glenn Andrew
glennandrew.com
Alex,
Great post! My split testing quite frankly is pathetic. I’ve started working on it recently since I’m moving into more advanced levels of my marketing, but I’m still just not set-up to put the time into it.
After reading your post I realize how the time spent will pay for itself over and over again. It’s that 80-20 thing…
Thanks,
Jane
“The Way I See It
As a classically-raised Marketer in the corporate world, who then mastered online and social media in my infopreneuring efforts, I did a lot of traditional direct mail and advertising work, so the split testing concepts are not new to me. But so many internet marketers do not utilize these standard Marketing practices that are applicable to both the online and offline worlds. In fact, many do not even know the offline world exists at time :)
This is a great post that reminds us all not to be lazy and do the fundamentals, as well as very generously shares some of your findings. I was surprised myself at the 7 e-mails in 7 days being a winner (I never would have sent 7 in 7 weeks, but I would have thought that 7 in 7 would have been too much…interesting).
In my experience for most business people to even think about marketing (not sales) is a huge step in the right direction…this is fantastic :)
Not just the tips, (which are very valuable thank you) but the concept of testing on an ongoing basis.
I often wonder how specific such tips are since marketing to executives, to small business owners or to coaches (I could go on of course) is different. I guess there are psychological aspects that apply to human beings in general, but I still wonder. I’ll very much look forward to more.
Thanks.
Reut
President
The KindExcellence Institute
Alex
Incredible information. Thanks so much for sharing. I have just launched the International Association of Solopreneurs and I hope I can learn from your testing. One question what is The Decoy pricing method?
thanks heaps
Donna
Excellent examples, Alex. Would happily have read a few dozen more. There’s a product in there I think!
Love the ones on shipping and handling, and buy one get one free especially. Makes sense actually, once you really think about it… Most of the others do too.
Also, I, too, MUCH prefer teleseminars to webinars. Glad to see I’m not the only one!
I’m okay with webinars when there’s content that REALLY requires the visual, but all too many webinars make you go through the hassle of tying up the computer AND the phone just for a bunch of power point slides that could just as easily (or better) be presented as a handout.
Plus, if it’s audio only (i.e., teleseminar), you can later load it on an iPod and take it for a walk or a jog. Then again, I suppose, you could load a webinar on a video iPod too, but who would want to?
Thanks.
Elisabeth
http://www.myfavoriteselfhelpstuff.com
Fantastic lesson, Alex. I’m going to save this post and refer to it frequently.
Thanks for this great deal.
Wow, incredible article Alex.
I tweeted about it because everyone MUST read it!
You put a lot of work into this and to share your results is really something.
Thanks! :)
Ronnie Nijmeh
Self-Help PLR Guy
I am an 85 year old WW1 Widow in the process of opening a large ART AND BOOK GALLERY in Beautiful Downtown Apache Junction, Arizona
I agree with all your 14 items
I knew Mr J.C.Penney, I did Advertising and Display work for him for 13 years. I learned a great deal from him, the Master of Retail Operations
He would have enjoyed this method of sharing
He always wore a handkerchief in the breast pocket of his J.C.Penney Townclad suit. Embroidered in silk thread was his favorite saying “BUSINESS IS GOOD”
P.S. I wouldn’t have dreamed of calling him “JIM”, nor Shakespeare “BILL”
It just AIN’T RESPECTFUL NOHOW !
Thank you, Alex for writing this, and for providing the examples, too. Those really helped.
I’m still using things you taught me that day two years ago at lunch at the Anatole in Dallas.
I’d love to see you write more about that. You remember I had asked you how to assure a very suspicious market that it’s safe to try again. (For example, I offer products to parents of children with behavior problems.)
That day you discussed a measured approach that I’m sure many of your readers would appreciate knowing about.
You’re still amazing me.
Sincerely yours in parenting success,
Debra Sale Wendler
http://www.AdhdParentingTips.com
That is a fantastic post. I just was reading about you in Joel Coms book and came to check out your site and wow that one post really hit home.
The 14 split test results are great fodder!
Rich
I have to say this is one of THE most useful things I have read in a long time - your timing is perfect! I can’t wait to put it to use. THANK YOU!!
Karen Clark
Story Time Felts
Great post, very informative and thought provoking. I had never thought of teleseminars as a marketing tool for my business before. I’m in the UK with two very distinct markets. I need to come back and study those examples to see what I really can do. Thanks.
Great post.
This is just what I am looking for.
Alex, If you can come out with a split testing
product, I will be your first customers.
Keep it coming!
Jaz
Like the idea of the auto responders for 7 days. I will definitely look into that.
You’re obviously putting in for the How Many Takeaways Can I Put In One Blog Post Award, Alex!
Some absolute standouts in there (I particularly appreciate #11 - including FAQs into a sales page). I’ve always split tested, going back to when it was all direct marketing, but perhaps my problem has been in keeping the results ‘upstairs’ rather than writing them down. Seeing them on the page like this really does emphasize the lessons learned.
The gushing praise for your article is a testimony to the lack of general marketing knowledge out there. This is a back to basics reminder that success can make you stupid. Keep pounding on the basics that were invented a long time ago and you will get the reward that follows from a proven well worn path. The reason you are a marketing God is because you have learned this lesson and your article shows that you care about helping others by reminding them the basics really work.
Hi Alex,
Nice! I’m going to test each one of these that I haven’t already tested.
Thank you!
Blaise
Not only do we not always know what works best ‘now’, but ‘now’ is an ever-changing variable. Sometimes what works today, may not work tomorrow, next week, next month or next year. People’s attitudes, social attitudes, cultural shifts, any number of variable can and do change and therefore testing what works best in any given situation must - MUST always continue to be tested.
This is one of the powerful features Rick has built-in to Marketing Makeover Generator. It’s a system that allows you to program many variables and the software automatically rotates the variables testing for the one that converts the best and then automatically making that combination the default. You can run multiple scenarios in parallel to be testing a wide variety of situations.
Truer words have never been spoken Alex. Well done.
Shea
I talk about testing in my SEO Mastery Teleseminars Series http://www.SEOMasteryTeleseminars.com
This is the news I needed today. I’ve recently launched a product and blog. I’m ready to learn how to split test. You’ve told us what to split test.
Could you do a blog post on HOW to split test?
Do I use marketingmakeovergenerator for this?
Thanks from a newbie marketer,
Hadley
Hi Alex
I always look forward to read your postings, because they are filled with great value.
I must agree that split testing is very important, as our customers do not always react the way we think. I have already adapted a couple of your strategies with good results.
Keep going!
Peder Andersen
pederandersen.com
LOL, I love the quote “Nothing is goog or bad in marketing…except what split testing makes it so”.
Great article, very powerful!
Alex
As always, brilliantly written and researched! Thanks for sharing.
MK
It is said your formal education only gives you license to learn. You learn out here in the real world, ‘the school of hard knocks’, so to speak. You obtain softer ‘knocks’ and learn more when you TEST to find out what works for you, for your niche, for your style. Thanks for the post Alex, It will help me focus on my testing.
Thomas R. (In the East Bay)
Thanks Alex, I am starting to implement split-testing. Has taken me way too long to do it.
I appreciate all your expertise and leading the groundwork for us. Action it is!!
Thanks for the great information. I have not done split testing before, but your article makes a lot of sense.
Thanks,
Rob
http://www.FinanceYourVision.com
Thanks for sharing Alex. I’ve been following the three word version of the same philosophy (”Always Be Testing”) for over 7 years and it’s helped me make millions where others just quit. Great to see you in Chicago! - Drew
What a great reminder! I was brought up as a direct response marketer, but it is sometimes easy to get lost in your “normal ways of doing things” rather than always focusing on doing better, smarter, faster. This is a way to market better, run your business smarter, and make money faster.
This marketing principle seems equally applicable
to the rest of life. It is the principle of refferncing outside oneself . . .checking in with others . . . to discover a consensus rather assume
one. So this morning I asked myself …”what am I split testing today”. . . .and with that question in mind, I noticed options in my daily decisions that I hadn’t noticed before. Thanks
Thanks for the reminder. And, the list of 14 is elegant by its simplicity.
Now, I’ve got to go test a headline for an affiliate product.
Amelia Brazell
Wow, Alex. Thanks for sharing so generously.
I’ve been split-testing quite a lot this last year… and it pays!
It is amazing the discoveries you can make just by taking the time to test.
Ryan
Thanks for sharing. I don’t currently have enough traffic or the capability for split testing, but look forward to trying it out soon.
Alex
I love the synchronicity of this message! This links with a conversation I was having in Melbourne (Australia) last night - and you have provided the journey to explore it more!
Brilliant!
Clare Mann
http://www.PathofConsciousLeaderhip.com
Thanks Alex, I appreciate this information. I know I have spent too much time trying to figure out what is the best way to present something when a simple split test would eliminate the guess work.
Ron
http://www.GeatestLivingSuccessCoaches.com
Alex this information is priceless. I am still amazed that you just give so much away. I have seen people recently giving similar info away for up to $97.
When I talk with someone that is struggling with making money online the first thing I tell them to do is run an ask campaign to get their general bearings straight and then to split test their results. One small split test change can double your online business overnight. Thanks for saving us so much time and money by sharing your results with us.
Alex this information is priceless. I am still amazed that you just give so much away. I have seen people recently giving similar info away for up to $97.
When I talk with someone that is struggling with making money online the first thing I tell them to do is run an ask campaign to get their general bearings straight and then to split test their results. One small split test change can double your online business overnight. Thanks for saving us so much time and money by sharing your results with us.
Thanks,
Lance Hood
http://www.GreatestLivingSuccessCoaches.com
If this is waiting for moderation can a previous post be fixed from me.
I miss typed a web address in my post on 10-1 at 11:31pm. there should be an R in the link at the end.
http://www.GreatestLivingSuccessCoaches.com/
AWESOME!!! Here’s another example of your famous “Alex” technique…share your wisdom freely and your rewards will be multiplied again and again. It’s nice to know I’ve been following the birth and growth of a marketing icon. Keep it up!
Great sharing Alex. What you’ve shared is very very informative to us Internet Marketers. One cannot emphasize enough the importance of split testing our marketing efforts. Another expert marketer once said: If you don’t test, you’re not an Internet Marketer.
Alex,
That’s just amazing. Without trying, you never
know what will work. I’ve found that sometimes
it’s as little as where the comma went that makes
all the difference.
Love the work you do, love the insights you offer.
Cheers,
Jeanne
Awesome tips & examples!
Thx dude :)
Alex,
Would you be willing to point to examples
of Split Test #14: “Good-Better-Best” Price
Testing that show what Decoy pricing looks
like in real world application?
Many thanks in advance and for sharing such
time saving, profit producing insights.
Warm regards,
Michael Millman
The Copy Polisher
Great Article Alex,
You just gave me a few ideas of some more things to test.
Split testing IS the king of marketing. I cant imagine driving traffic to any offer without continuously split testing. ESPECIALLY when I pay for that traffic
Best
-Socrates
http://SocratesBlog.com
After reading this article guilt had set in. My thoughts were that I was not doing enough split testing and therefore not enough for my business.
Then I had to calm myself down and remind myself that this is one more thing I should be doing amongst the other 1000 in running my business properly.
Then the flow of what happens when you don’t split test raced through my mind. And that’s when the conflict began as to weather I would have no business because I did not split test or is it because I did not take care of the people who work for me or maybe it is because of the other things that if I don’t do will be deadly for my business.
My conclusion was I better just be on top of my business and pay attention to everything.
I was considering having a priority list to start my day, but I am not sure if that would be helpful either.
Many a mornings I go in to business thinking I have a plan only to get a curved ball tossed that I did not contemplate. At which time my attention is diverted from… (split testing) to the new issue. (I am sure I have read some where that this is the classic what not to do when running a business).
It seems to me based on my experience that heart and positive energy are the most critical elements in running a business.
You know the old saying it is better to be lucky than smart.
But just to get lucky from the list you have I think I will be smart and utilise these numbers more often. 1,2,4,7,8,9,10,11,14. (They seem more applicable in my business).
Thank you for the article.
Alex,
These are valuable marketing copywriting secrets. Thanks for sharing this.
I know I can use this right away…
Thanks for the great info in this post.
Since you are “technically challenged,”
and you “don’t know how to put up a web page,”
how do you handle this with your webmaster?
Call Eric and tell him what to change on the page, and have him do it, then report back to you after “X” number of tests?
I’m pretty sure you’re not doing this yourself.
Thanks!
Dr. Andrew Colyer
http://www.MuscleTestingTips.com/
A great reminder to assume you know nothing until it’s tested and proven.
I’m sure I’ll be referring to this post many times in the future.
Thanks Alex!
Great post, of course you mean Erasmus and not Esasmus. The famous Dutch philosopher.