One of the most profitable changes I've ever made to sales copy was very simple. It took me 20 minutes (and that includes the time it took to re-upload the site), and made a 2% difference to conversion.
What was it?
I grouped my bullets in threes. I've yet to figure out the psychology behind this - maybe one of you has this insight.
It has worked in every niche, every time. Not always a full 2% increase, but it increases conversion more than any other grouping. 3, 6, 9, 12 bullets - they all work. 2, 4, 5, 7, 8, 10, 11 - for some reason, they don't convert as well.
There's my secret for all of you... Try it. I dare ya! Another one tomorrow... This one about pricing. It's juicy!