You should spend time testing and tracking your results. Without conducting proper tests and measuring the results, you will have no means of determining how your sales letter is truly performing.
Tracking and testing is truly a simple process, but if you do it wrong, your results will be useless, so it is important that you follow the four-step process that I outline below in order to ensure that your results are correct.
Step #1: Define Your Experiment Carefully
When it comes to deriving a valid, scientific result, your approach should always involve gradual, purposeful changes; and should attempt to hold all else constant.
For instance, if you decide to change three words in your headline, then you should change only those three words; and then track your results to determine whether or not your conversion rate increased.
If, on the other hand, you make additional changes to the body of the sales letter at the same time, then you may have no reasonable way to separate the two different effects. It may even be the case that one is contributing negatively and the other is contributing positively.
So, start by defining the experiment carefully. For instance, write down to distinct headlines; and then test which one performs better when all else is held constant.
Step #2: Hold All Else Constant
Whenever it comes to deriving reliable, scientific results, holding everything else constant is critical. If the conditions under which two experiments are performed are different, then it will never be clear what is driving the results.
For instance, one element that could confound your results is the quality of your traffic. If you use the sales page on your site's home page to test and track results, but, as you go, add additional sources of traffic, then it's not clear whether your results are driven by the quality of the traffic or the changes in the headline.
So, when you design your strategy for testing results, make sure that you try to keep things as scientific as possible by keeping everything else constant.
Step #3: Collect Large Samples
When it comes to tracking and testing, you always need large samples. It's simply not sufficient to look at the conversion rate generated by 30 visitors; and then make a strong conclusion based on that.
At a minimum, you should wait until several hundred visitors land on your page and respond to the copy change before you make any decisions. This will ensure that you are going in the right direction, rather than basing your ideas on small sample results.
Step #4: Make a Decision
Once the results are in, it's time to make a decision. Look at the conversion rates generated by the two versions of your sales page; and then decide whether the results are sufficiently strong to merit a change. If they are, make the change and move on to the next test.
With this said, you now have a powerful strategy for evaluating the quality of your projects. Put it to work every time you alter a sales letter; and you will be pleasantly surprised by your results.
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