Alright, pick your winner:
The first thing to realize is that anyone involved with split testing and optimizing will tell you they’re not infrequently surprised by the results. If you meet anyone who tells you different, they’re either lying or they only have, like 2 or three tests under their belts.
And this makes sense when you think about it; if you already knew all the answers, you wouldn’t have to test variables, would you?
So what do you do when you get a result that’s a bit surprising?
You test it again. See if you can replicate it. And if you can, then you start amplifying it. If the word or phrase that caused the boost was in the 2nd line of copy, move it up to the first line. If it was at the end of the first line, move it to the beginning of the first line. Or move it up to the headline.
Earlier, I mentioned that a test for a given iTunes plug-in revealed that broad-based benefits seemed to work better than specific benefits and features. The test featured in today’s column is an amplification of that finding.
So with that in mind, it should be no surprise that “Fix Your iTunes Library” beat out “Find Missing Album Art.” The first headline is the benefit behind the benefit, while the second headline is more feature-focused.
Can see how the winning ad took a winning bit of copy from a previous contest and amplified it? And it worked, not only by producing a win, but by amplifying the lift to CTR as well, more than doubling it with a 113% increase!
And that’s why this contest is the Win of the Week