What To Test With Sales Letter Split Testing

We know that split testing is the best way to refine our sales copy to find the best converting letter.

But what are the things we need to split test on our sales letters?

If you really wanted to, you could go on split testing every element of a sales letter forever.

It depends on how far you want to take it, but for the sake of time and energy, let’s take a look at some of the most common areas of a sales letter that are split tested:

Headlines – wording, color, font, size/length.

Video/audio – compare results with and without.

Testimonials – with or without, many or few.

Graphics – with header graphic, without header.

Bonuses – with or without, many or few

Price – some people prefer the magic “7” i.e. $17, $47 or the .95c option i.e. $19.95 $49.95

How many different versions of each you want to split test is up to you. Some marketers have experienced drastic results with just testing different headlines.

Most good website/affiliate scripts allow you to split test sales letters. If not, there are some stand alone split testing scripts and software available.

Some split testing software is cheap and some are expensive. But it’s a good idea to use split testing so you can constantly track and improve your sales letters’ conversion rates.

You’ll be leaving a lot of money on the table if you don’t.

Stuart Stirling

How Increase Conversions By Using Scarcity

It’s a well known fact about human nature that we don’t want to be left out or miss out on an opportunity.

That’s where scarcity in your offer can pay off to increase sales conversions and opt-ins rates etc.

In direct marketing and copy writing, there is no more powerful way to get prospects to buy now than to use scarcity.

Of course your offer has to have the right mix of desire, value and other key factors to get sales, but putting a cap on your offer can add that extra motivation to double or even triple sales.

Some examples of ways to use scarcity in your copy to increase conversions:

  • Limited time discount offer
  • Limit on the number of sales
  • Low introductory price
  • Limited time bonuses

Perhaps we could call these scare tactics, because people are afraid to miss out! If they act now they can get a better deal than if they put it off…or miss out completely.

That’s the psychology behind it.

That is why “one time offers” work so well.

You offer a special deal/discount that you normally wouldn’t offer but the catchis that they have to get it now or miss out forever.

This rule of scarcity is very powerful.

But remember that you don’t want to lie about it. If you’re going to raise the price tomorrow, make sure you do it. If the same prospect comes back to your offer tomorrow and sees the same thing, they will know you are a sham!

Scarcity based sales are what keeps many businesses, offline and on, in business. Just look at all the limited sales supermarkets and other stores have in your local shopping center.

Use scarcity wisely in your copy and you will see great sales conversions.

Stuart Stirling

Bling Copywriter

What is a Johnson Box and how do I make one?

When I first started out creating sales pages for the web, I studied ebooks and listened to MP3 recordings. One of the things I heard copywriters talk about was this “Johnson box”.

Of course I had no idea at first but I got it after a short search….probably the same way you have found this post!

The What…

A Johnson box is a design feature to make your sales page look more interesting. It’s simply a contrasting box made from HTML code on your web page to create a table. Inside the box, you add a description or short message about a point of the product you want to emphasize .

The How…

The reason Johnson boxes are effective is because typically, the Johnson box table is going to be contrasting to the rest of the page.

A Johnson box will differ to the rest of the page in size, color and even font

The border should be a strong color. Dashed borders are common as are solid lines. Dotted borders aren’t so common.

The box’s background color should also be colored. This makes the box stand out from the rest of the page. Usually, the color inside the box will be a lighter shade that the border.

The width of the box will be narrower than the rest of the page. Again this helps to achieve variation in your page so people will stop and read.

Changing font for the text in a Johnson box will also add to the effect of getting people to stop and take notice.

Common uses for Johnson boxes are:

  • bullet points (listing features and benefits)
  • testimonials
  • order buttons
  • guarantees
  • bonus products

I never write a sales letter for the web without using Johnson boxes.

example of a johnson box
Example of Johnson boxes taken from my sales letter at www.SalesPotion.com

I don’t know where the name came from but I know that they do work, so use them!

Stuart Stirling