Split Testing Software Can Help You Blow The Doors Off Your Clueless Competitors!
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Yellow Page Ad Design: Discover the Least Yucky Way to Squeeze Blood from Turnips.
Its not common to talk about testing when having dinner with fellow YellowPage designers. Consider that customers often call at the deadline and there is no testing to be done until the next year. Its not normally an option. That field is left to direct mail operators who take wheelbarrows fill of envelopes and sit and lick the stamps and send one version of a sales piece to half the mail order list and a different version to the other.
Each version of the letter has a different code or phone number so the results of the two ads can be compared with the other version. On-line marketers always stress the value of good testing different parts of an ad or sales letter.
Fortunately there is a way to combine the two. A smart Yellowpages creator will take different versions of the old directory ad and test these versions online. Every market is different but the value of a good ad can be tested on-line. These results can carry over to the directory environment.
A recent development in software has made the testing of any advertisement much faster than direct mailers ever had to endure. Compare the effort involved in splitting the mailing of two versions of a sales letter with software that does all the work for you.
The online marketer, (or the off-line marketer who is clever enough to do this) will load up a number of variations of an advertisement and turn the light off and go to bed.
Then as the stars come out at night, this program will test different versions of the sales materials and decide which is best. Not only that, but it will test different components and decide which parts work best together. Its called "multivariate" because its tests variables such as wording, headline size, paragraph size, and does it all at the same time.
We can avoid direct mail methods of setting up all of our sales letters in two piles for A B Split testing. Instead, just decide what parts of your advertisement can be changed, start up the software and then relax and have a glass of wine.
If you have advertising like I do where your clients expect to see dramatic results, there is no better way to get the upper hand on excellence. You can rely on decades of experience, or you can set and forget. You can be sure that I will be testing what I create from here on, while I'm sleeping, preferably.
About the Author
The Author is Chuck Mastersen and uses this software at http://www.yellowpagesintoprofits.com/muvar.htm to dramatically increase conversion rates and profits.
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