7 Things To Test On Your Salesletters

So, we all know just how important testing is. I was just reading a book in my bookshop (yes an actual book) in the O'Riley series of books on optimizing web sales. They recon that by consistent testing you will on average improve your conversions by 40% over time.

So, here are some things worth testing ALL the time.

1. Headline/Sub headline and opening paragraph. You might also want to test this as a video or audio message.

2. Your story - test your salesletter with and without your story. You can also test different "versions" of your story and also the short and the long versions. This can be effective as a video clip if you can provide compelling evidence.

3. Images - if appropriate. In some markets where a visual result is what you are selling this is a big one to test

4. Testimonials. Try testing different testimonials and also testimonials on different places. How about video testimonials?

5. Your call to action - test different calls to action by focusing on different aspects like scarcity, urgency, rationalization, comparison ec.

6. Guarantee - test different guarantees and different risk reversals

7. Graphics vs. Plain Jane salesletters - test different variations of the look and feel of your salesletter. In some cases a plain white page with black letters can work better than a fancy page with all the flash graphics.