Even after a couple years after I got into copywriting, marketing, and advertising I still had no idea what I was doing when it came down to split testing.
I found myself, most of the time, not even doing any real testing in the first place.
That is probably why I wasn’t making any money too.
But when I got heavy into researching how to split test, I found that nearly everyone (“The Gurus”) would teach a method whereby you make one small change to something like a word in a headline, and “see what happens”.
Did that version out pull the original or “Control”?
I ending up doing all my split testing this way.
I would change a word here and there. Or I would see if a green button out pulled a red button.
I am sure you have heard this type of stuff too. It is exactly how the 99% of marketers do their split testing.
Well, I am here to tell you that it is absolute hogwash.
This is not how you should be split testing. And in my opinion, this is the biggest mistake marketers make when it comes down to split testing.
They are testing the small stuff. Small stuff is for small marketers. You know, the people who are small that will always stay small.
If you want to grow as a marketer… as a business person in general, you have to do things a bit differently.
What I do now is very different.
If I am going to split test something, say a landing page, both pages are going to be completely different.
Not a minor change, a MAJOR change.
Make it so different that you can really tell a difference in the conversion rates.
You are not going to see major changes in conversion rates by only changing a single word in your subheadline. Or even in your main headline either.
That is not the way the big fish, the top 1% of marketers do things.
And if you want to be like them, and make it BIG, you should follow what they are actually doing.
I teach this kind of thing all the time in my Inner Circle and on our LIVE sessions that we have multiple times per month.
We even do hotseats where I review our members landing pages and sales pages.
And I can tell you that nine times out of ten (the people that have not been with me long), they are making this mistake.
So again, the big idea is, when you do split testing, stop doing the small scale changes and instead shoot for the massive changes.