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The scientific testing of advertising copy is probably one of the oldest marketing “secrets”. Split run testing has probably been in use at least since Claude Hopkins wrote “Scientific Advertising” back in 1923. The most successful marketers set themselves apart by their use of various testing methods to tweak, adjust and refine offline marketing campaigns to achieve huge profits.

Split-run testing (also known as A/B Testing) in particular is the most scientifically accurate advertising testing method known within the advertising and marketing industry. Let me explain how split run testing operates.

Split run testing originated in the traditional print advertising and direct mail industry. To conduct a split run test in a print publication (usually a newspaper or magazine), half the circulation of an issue is printed with one version of an advert and the other half is printed with an alternative version of the advert.

It is important to note that the adverts would be almost identical apart from just one element such as the headline. This allowed the

Whatever the purpose of your web site you have to pay for certain services. As a bare minimum you will need to pay for hosting, for traffic and for an autoresponder account. The costs of these services are fixed irrespective of the number of sales that you can make.

lets say that your total fixed costs for these services are $500 a year and that you sell 50 eBooks a year at $27. That means that your income is $1350 and, after paying your fixed costs you are making $850 profit each year. So your profit represents about 63% of your sales income.

Now, lets say your current conversion rate of unique visitors to sales is about average at 2%. So to get 50 sales you need 2,500 unique visitors.

To boost their sales income, most people will try to increase the traffic to their web site by spending money on Pay Per Click campaigns, advertising in ezines or by investing in banner adverts. If you don’t want to spend