This is brilliant, thanks - I will be using this information to hopefully test my way all the way to the bank!

Tony.

One question, though; to avoid confusion, is it better to change ONE thing and then choose the winner, then change another and choose the winner, etc… or do all these combos at once?

Found your blog on yahoo, thanks for the article but I still don’t get it……

Keep in mind that when you are doing multi-variable testing with a tool like Google’s that it will test every possible combination.  That can result in needing either more traffic or time to get statisically significant results.

In other words, running a test with 3 elements that have 3 variations will give you 27 different combinations (3 X 3 X 3 = 27).

You need a minimum of 100 actions (whatever you are testing like purchases or opt-ins) to have a good level of certainity that you have a winner.

Fortunately, top-quality testing software – both Google’s and the paid commercial products – will track everything for you.

Over 90% of marketers aren’t currently testing which means over 90% of marketers are leaving money on the table instead of putting it in their bank account.

Hope that helps,

Mike Humphreys

Point of impact refers to the webpage that you direct prospects to from an ad, article byline, or some other teaser that gets people to come to your website.

I like to use a single question survey that appears as a third field under first name and email address fields. To keep the real estate consumed to a minimum, I use a scrollable box type field for the survey, and type the question right inside the box.

Hope that helps.

Loren, plenty of people who have disposable income are attracted to this campaign, and they are buying. Even in my sandbox I demand my traffic costs back in 7 days.

I see a hole here… and its one that always concerns me… how
can you expect to sell anything if you have a message that
appeals to people who have no money?  Broke people are always
on the lookout for ways to get something for nothing, and this is
a big problem in lead generation - unqualified wanna-be buyers.

When the message implies that they can start with nothing and
make enough money to quit their jobs in a month thats just
facetious…. and thats my impression of the emotional bait you
are offering here.

I’ve seen this sort of message before… it appeals to the lowest-
rung on the MLM food chain… people desperate for change,
with no money and often lacking the committment and
resourcefulness to make a real change.

Of course it could be just a reworking of Joe Karbo’s Lazy
Man’s Way To Riches… a tested message with a strong fantasy
appeal.

I’m surprised to see a seasoned hard-working copywriter who
has paid his dues putting the message out that people can
quit their jobs and be full-time at-home with no investment
in one month.  That certainly doesn’t reflect that skill-
development model that creates success in direct response.