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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

There are several ways to ensure that your adverts are responsive let me outline my top ten response boosting techniques:

1. An attention grabbing headline is crucial. Yes, headlines are one of the most important elements within your web pages. The majority of professional copywriters have been known to spend as much time on headlines as they do on all other elements of an advert or web page combined. The purpose of a headline is to grab your targeted prospect’s attention and pull them into your advert or web page copy.

2. Get inside the mind of your target audience. Don’t write for everyone, write for a real person. When you are writing your advert address it to one specific individual who is representative of your target audience.

3. Get your prospect to think in the here and now, build some urgency into your copy. Where appropriate you can improve responses by making special limited-time offers that encourage them to act right now. However, you should always impose a real

In theory you could create a retail web site with a limitless selection; an online store where every kind of merchandise known to man could be sold. Would people be interested in buying from such a huge enterprise?

Why do people buy online?

Location:

You can shop online from almost anywhere as long as you have access to a power supply and a telephone connection. You can shop in the comfort of your own home or you can shop in your office. You can even shop while on the move, if you have a laptop connected to a mobile telephone.

Convenience:

You can visit a web site almost whenever you want, you can browse through it at your own pace and you can make a purchase at any time of day or night. The internet makes it possible to shop 24 hours a day, seven days a week.

Information:

The internet makes limitless amounts of product information available to the online shopper. You can access product specifications, brochures, product comparisons

Creating an effective sales letter page is an essential part of your online success. However, unless you’re testing and tracking each critical element in your sales content and your sales process, you may be losing a great deal of time and money.

You can dramatically increase your sales conversions simply by taking the time to test and track your results. Not only will testing and tracking enable you to determine what’s working and what’s not, but it will also help you to focus your energy on the techniques that produce results.

When testing, keep in mind that, a technique that produces results for one person or one web site may not produce results for you or for your web site. There is no one size fits all technique that works for everyone. You must develop your own style and technique and test your results to determine what works for you.

So, what are we measuring? Well, you may think that I am over simplifying matters here but I believe that

1. They are the perfect public relations tool. Their personal nature gives you and your organization a unique voice online – a voice heard by the people who matter – your customers and clients, other bloggers and the media.

2. Blogs act as instant-feedback mechanisms. They allow readers to respond to your posts via the comments section or link to them on their own blogs using Trackback. These features provide near real-time feedback on ideas, opinions and issues that affect them, or highlight and address new or existing problems.

3. Blogs help to position you and your company as experts and leaders in your industry.

4. Their simplicity and addictive nature allow you to share more of your knowledge more often. Blogs are about sharing what you know, think and believe on an ongoing basis.

5. Search engines index your blog posts more often because of more frequently updated content. Your ongoing blog and knowledge sharing shows up in the search results, making it easier for your customers and prospects