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Testing and tweaking copy budget

by copyassassin
8 replies
For u serious copywriters,

How many copy variations do you test?

How much traffic will you send to each variation?

On average, how much do you budget for copy testing?

Adam.
#budget #copy #tweaking
  • Profile picture of the author Cam Connor
    Originally Posted by copyassassin View Post

    For u serious copywriters,

    How many copy variations do you test?

    How much traffic will you send to each variation?

    On average, how much do you budget for copy testing?

    Adam.
    I'm pretty cereal...

    It depends on the traffic source. For good PPC traffic, 35-50 clicks usually does the trick for a variant. For colder traffic, perhaps more.

    As far as how much you spend? It depends on your CPC. The higher your CPC, the more you'll end up spending on testing...

    Also, you want to start with wide tests of wildy different variants if you can, and then start doing more narrow testing on the winners.

    Hope that helps.
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  • Profile picture of the author RickDuris
    In my case, it depends upon the project. There is no one right answer.

    That said, conducting ongoing testing is what I shoot for.

    With regards to the budget, it's not so much the adspend, but the lost revenue that implicitly comes from testing the losing variation.

    Some Clients would rather just throw all the traffic at the current winning control and be done with it.
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  • Profile picture of the author gjabiz
    How big is the market? What is the copy supposed to do?

    First, you need some preliminary results.

    Then you would test one thing at the time against an equal number of readers coming from the same source. IF the market were big enough and warranted the time and expense of testing.

    Most IMers I've seen usually test headlines, then offers, then other things like design and a SERIOUS copywriter might even conduct eye tracking studies.

    My opinion, unless you have serious tracking tools in place and an Infinite universe (evergreen) of prospects, most IM products for smaller markets can test against a control, changing one element at a time until a new control emerges. I think the kind of testing the OP is asking about is best done by an analyst rather than the copywriter getting bogged down with minutia.

    Today there are tons of software products and even integrated analytics in programs like Infusion Soft to do all this for you.

    Just one opinion, but most of the time, maybe 80% is spent perfecting the copy before rollout, then a little time on testing variations.

    gjabiz




    Originally Posted by copyassassin View Post

    For u serious copywriters,

    How many copy variations do you test?

    How much traffic will you send to each variation?

    On average, how much do you budget for copy testing?

    Adam.
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    • Profile picture of the author ewenmack
      Adam, as you widen your knowedge base
      of different formulas and methodologies,
      plus see hundreds of split tests resulting
      In response and revenue lifts...

      then you get addicted to carrying out a/b split
      tests.

      You read the chapter on Intensify from Breakthrough Adverting
      so you apply it to your promo.

      You read Tested Advertising Methods chapter on
      the Appeal, so you go their next.

      You read Motivation is the key driver to buying
      from marketingexperiments.com so you speak
      to those pissed off.

      You read another split test result, which is one
      of hundreds freely available at marketingexperiments.com,
      so that becomes the start of a year's experiments.

      If you are in continual growth mode, then that's
      where you get your front end revenue
      along with traffic.

      Best,
      Doctor E. Vile
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      • Profile picture of the author copyassassin
        thank you everybody for your feedback.

        please keep them coming.

        I was re-reading Ken McCarthy's notes of titans
        http://www.kenmccarthy.com/titans/TitansandTweets.pdf

        And what really hit me was Renker talking about testing how they were negative around 15 million before they figured out that magical forumula to make Cindy Crawford's infomoerical work.

        And it really hit me that they continue to test and produce over like 100 variations a month.

        At some point I think you say "uncle", but it is inspiring to know some people are that crazy. That is probably why they are a billion dollar company and I'm still on the warrior forum asking for help.

        Personally, if I could net over 500K/year on an evergreen product, I'd say "uncle". I think.

        My best clients no longer work because of the money. They are addicted to the rush. The thrill of victory.

        Anyway, this post was triggered because...

        I've currently got a new funnel on facebook that is attracting my ideal client (they are calling me and speaking with me on the phone. I've seen the tax returns and these are people netting over 1 million a year. Still can't close the phone call. Plus I think the funnel itself could be way better. A consult is worth around $500. My end sale is worth around $30,000 in year one and on-going around 10k/year )

        I'm around $6,000 in the whole with traffic, quality control and other related costs. I'm about 70 hours of my time into the project.

        I keep thinking I'm a couple of tweaks away from making this thing fly.

        But, at the same time, I don't want to be one of those delusional idiots who spends money on something that never takes off.

        How much time, effort, and money do you continue pouring into a project to make it work?

        I want to put in an approprioate amount of money to testing before I make a call to shut it down. I mean, if you want to fly to Paris from LA, it takes a certain amount of jet fuel to get there. It would be stupid to put less than required.

        Same as rocket fuel. The space shuttle needs a certain amount of power just to take off, then a certain amount of power to leave the earth's atmosphere.

        If you don't have enough power and/or fuel, failure is the only possibility.

        Plus, how do you test in a situation where the time between opt-in to money is around 6-8 months.

        Anyway, thx for allowing me to write this stuff as I mentally work through these issues.

        I've also got a couple new products in the pipeline and I want to test demand before I dump any real money into the project.

        so I get there is budget to test demand and a budget to test copy and funnel related issues.

        I was just wondering if there is some forumula that says if product sale is "X", you need "y" amount of money to test to get a conversion that is enough to "take off", and what amount of money "Z" to leave the atmosphere.
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        • Profile picture of the author ewenmack
          Originally Posted by copyassassin View Post


          I've currently got a new funnel on facebook that is attracting my ideal client (they are calling me and speaking with me on the phone. I've seen the tax returns and these are people netting over 1 million a year. Still can't close the phone call. Plus I think the funnel itself could be way better. A consult is worth around $500. My end sale is worth around $30,000 in year one and on-going around 10k/year )
          Looks like it's time to pre-qualify them a bit better before they phone.

          Next take a look at what you are saying on the phone.

          Are you keeping control on the phone?

          Many people give too much on the call because they want to
          help them as much as they can. This causes them to go away happy
          and feel as though they don't need your help, so don't buy.

          You say they are your ideal client then mention their
          net income. That's a starter, however ideal clients
          have other traits to. Have you defined them?

          Best,
          Doctor E. Vile
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  • Profile picture of the author max5ty
    You've got a major flaw somewhere in the sales process.

    I can understand why you wouldn't want to give links here with the thievery of ideas...but I'd suggest you get someone else to take a look at what you've got.

    PM me if you want and I'll take a look and see if I can give you some suggestions.
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    • Profile picture of the author The Pines
      I can only reinforce what Ewenmack and Max5ty have already stated.


      Something is going badly wrong during the 'phone process.


      Might I suggest that next time you're trying to close over the 'phone you record the entire process from start to finish. Then go back and listen to it in minute detail. If necessary call in a respected 'phone selling expert and pay them for an hour or two , it'll cost you a few hundred dollars, but if as you say...


      "My end sale is worth around $30,000 in year one and on-going around 10k/year"


      ...then you should recoup that on your first sale.


      You're already $6k down, plus 70 hours of your time.


      Your prospecting is working OK-ish, the problem is in the closing.
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