The Test: This week, let’s look at two pay-per-click ad headlines from the book 46 Ways to Raise Prices.
Headline A read: “The easiest price increases you’ll ever make or your money back.”
Headline B read: “The secrets of making customers happy to pay more.”
Before you read on … take a minute to guess which headline sold more books.
The Results: Headline B pulled 67% more book sales than Headline A. But what was even more dramatic was the results from the website sales.
The website offered a “basic” package at $75 and a premium package at $99. Prospects who saw Headline B were more likely to buy the premium package. The difference in profit was 81% more for Headline B.
Why the difference?
It’s easy to get caught up in analyzing why one headline did better than the other, but it points to the need to always test.
These two ads were tested using Google pay-per-click. Google lets you create two identical text ads while making the link from each ad go to a different page.
Let us know
I am a firm believer in testing, and have found that when doing so, we can rapidly increase response. What types of headline tests have you conducted? What have been the results?
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