Potential weakness in split testing?
But how do you account for the fact that many (maybe most?) customers don't buy on the first visit. I talk to a lot of my customers and they often tell me it takes them two weeks or more to make the decision to buy. During that time they visit my site any number of times (it's not just a sales page, I have a lot of useful content).
So how do you account for this when split testing? Say I'm testing a new headline. The person who buys during that testing period may have first visited my site two weeks previously. It may have been the previous headline and copy that really made the impression on this customer, not the new one.
Or, visitors on the day of testing may be really hooked by my new headline but they wait a week to buy, long after I've dumped the "failed" headline.
This factor is not going to make a big difference with squeeze pages or simple sales pages where people tend to make instant decisions but I think it could make a helluva difference with sites like mine.
I'm sure there are ways to account for this, but I can't see how at the moment. I would say the best rule is to test major elements for at least two weeks at a time, maybe even longer.
Am I missing something?
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