It is all too easy to just stop testing. After all, running split test after split test can get pretty tiresome. However, that gives all of us that have a passion for metrics and testing a huge leg up because it is a proven way to leave your competitors behind. Here is another example of a successful test that we ran. All we tested was a slight change in the copy of the headline. Initially, I came up with the “losing headline” because I thought it would be the clear winner. However, the test proved me wrong and showed that the “winning headline” outperformed the “losing headline” by a huge margin.
The most amazing thing of this headline test is the difference. I would have never guessed that the customer response could differ by over 50% given the small change.
Winning Version:
Losing Version:
Test Results:
Why did the first headline do so much better? For that, you might have to ask an expert copywriter. The first tactics leads in with Armand Morin and also talks about other experts which probably peaks a lot more readers interests than reading about software.
So, while testing can indeed get tedious, keep it up and you will sure be happy you did once you are sipping are lying on a beach somewhere in the tropics just working a few hours per day while all those other lazy fools keep slaving away. 
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