Often time’s internet marketers tend to trust their instincts a
little too much, especially when it comes to sales letters and
squeeze pages. The only real way to know whether an idea or an
approach is good or not is to split test. Sometimes the results
you’ll get from split testing will completely surprise and shock
you. What you thought would work for sure doesn’t work and what you
thought didn’t have a chance of working takes off like a rocket
Here are four unexpected split test results that took marketers by
surprise. Use these to inform your own split testing decisions.
Result #1: Red Headlines Lower Conversions
Red is without a doubt the most common headline color in the
internet marketing industry, as well as many other industries. A
lot of marketers adopt red headlines by default. The only problem?
It often lowers conversions.
Split tests show that in competitive markets like marketing, weight
loss and dating, where people are heavily marketed to already, red
headlines can actually decrease conversions. People are tired of
being “screamed” at with promises. Instead, dark blue headlines
suggesting credibility seem to convert best.
Result #2: A Static Image Beats Your Video
Videos work very well on sales pages. But they don’t necessarily
work as well for squeeze pages. A lot of marketers have been
shocked at how often a simple image of their free eBook or report
giveaway actually converts better than a video.
That’s right: A video of you talking to the camera, or of you doing
a PowerPoint presentation, coverts worse than just a still image.
This isn’t always the case, but it’s certainly worth testing. Don’t
assume that a video is always better. And don’t be afraid to throw
out the video just because you spent a lot of time on it if it’s
Result #3: Adding Payment Plans
Another surprise was how much payment plans can boost conversions –
Even for relatively inexpensive products.
If you’re selling a $50 eBook for instance, you might boost your
conversions by as much as 30% to 50% just by adding a $12.5 for 5
months option. For higher end products, the difference is even
Don’t think that you don’t need payment plans just because your
product is lower end. Payment plans allow people to make snap
purchases, rather than carefully consider what they’re buying.
Result #4: No Header Almost Always Wins
Using no header on your salesletters almost always out pulls having
a header. It doesn’t matter how professional looking your header
looks. It doesn’t matter how great your photo is or how well it
blends into the rest of your template or design. It’s been tested
many times: Having no header almost always out pulls having a
These are four tests that came back with unexpected results. As
always, don’t take these results for granted â€“ Test them for
yourself, on your own markets. And remember: Assume nothing. Just
because everyone is doing it doesn’t mean you shouldn’t test it for