Two days ago, I set up an A/B email test and the results came back conclusive:
Version A made three times as many sales as version B — and this wasn’t a statistical fluke.
So here’s the background of the test:
The subject lines of the two emails were the same. The body copy was the same. So was the copy on the landing page.
There was a difference between the the two funnels…
But it’s so obvious that you will probably roll your eyes when you hear it.
The difference came all the way on the order page — funnel B had a $59.99 price point, while funnel A was only $39.99. That’s why the number of sales (3x) and revenue (2x) in funnel A were so much higher.
You might think this is one of those “dog bites man” pieces of news.
And it is.
Except in the world of sexy direct response copywriting techniques, people often forget about the tendency of dogs to bite.
Fact is, your offer is the biggest and baddest dog in the direct response junkyard.
And from what I see, few businesses give enough thought to this big bad mutt — the fundamental promise of it… the price… the name… the format… the bonuses.
That’s not just an opportunity for business owners. Copywriters too can profit by pushing back on a mild and toothless offer — thanks to the win-win-win nature of the direct response game.
But let’s get to business:
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