15 Split Test Results That (Almost) Always Boost Conversions

In the Unfunnel Growth Labs, we’ve conducted thousands of split tests and constantly look for new ways to move the sales needle on all our digital channels — for each and every one of our online properties.

In today’s case study, we’ll show you not only our results — but what Russell Brunson, best-selling author of Dotcom Secrets — has also spent a lot of time, money and resources to learn.

In February, we started with 43 elements that almost always worked to boost conversions.

Now — almost 2 years later — we dumped 12 tests that ran their course, and added 17 tests and examples to start 2016 with better conversions.

Instead of sweating the details you should launch these as your control, monitor, and then iterate.

And while you may not get the same results as both Russell and we did (these won’t work for everyone, but they sure did for us), you’ll have a set of solid starting points.

Here are 15 digital marketing elements we’ve tested time and time again, across several industries that just tend to work.

Hello Bar Call-To-Action

We ended up getting a click through rate of 3.45% on the HELLO bar, 2.76% of the people who registered for this webinar, and from those leads we are averaging about $10 DPR (Dollars Per Registrant).

Yes, that means that Russell and crew are making an extra $276 for every thousand unique visitors who come to their blog just by adding the HELLO bar!

And the best part is that it also caused a 6.13% lift in regular opt-ins (13.23% vs. 14.04%)!

So it didn’t decrease our regular engagement at all…

Offer Pricing

This is a question we get asked a lot, and I’m never really sure what to say.

There are two schools of thought:

Charge low prices so you can get a lot of customers
Charge high prices so you have less customers and the same profits

I’m not sure which is the right approach. Actually, I normally do a combination of the two…

Charge low on the front end, and then super high on the back-end.

We had been selling our launch product for $47 even though we thought that it could and should be sold at $97. We ran a pricing test for a little while, but killed it fast when we found out that we had four times more sales at $47 than we did at $97.

So, for this product, we actually got more customers and more profits by charging less. So, never assume you are right in pricing.

Try testing out a few options and see which ones win!

Using Red Headlines

This test should not surprise me, but it always does. The digital designer in me always wants my headlines to match my website design, but the digital marketer knows that red almost always wins.

Well, this split test showed exactly the same result. Blue looked better, but red made us three times more revenue.

1-Step or 2-Step Order Form?

Well, on this test, it was completely wrong…

Was it our audience?
Was it our website traffic?
Was it our core offer?

I’m not sure, but on these tests showing the order form immediately when they showed up under the sales video increased revenue by 91.65%!

Effective Does NOT Mean Pretty

Yes, the blue version is ugly, but for whatever reason, it wins in almost every single test we’ve ever run.

It even beats out pages where I’ve spent thousands of dollars getting awesome videos created. And then on the blue version when we tested long copy against short copy, we found that the shorter copy increased opt-ins by 26 percent.

Our guess on this long/short issue is that we didn’t need the hard sell for the free webinar. Less distractions = more opt-ins.

Call-To-Action Buttons

We recently had an idea that the long form sales letter was way too long for a free trial. So against all logic he copied the “Start Your Free Trial” button that we only showed after we revealed the price, and put it at the top of the page.

The results?

A whopping 33 PERCENT BOOST in conversions using the big, “in-your-face” yellow button.