Testing copy and offers in a launch test.I recently came across some test results from a three-way launch test on a computer publication. I have tended to avoid testing on launches. Instead, send your very best effort to your very best list and see if the whole concept is going to fly. Then you can begin to test variables. But this publisher tested two letters and two different offers to three segments of 2,200 each. (Small enough that it might be difficult to get meaningful results from cells that size.) A. The letter was sales-oriented with emphasis on upcoming features. "We're on top of developments in XYZ XYZ interj. Informal Used to indicate to someone that the zipper of his or her pants is open. [ex(amine) y(our) z(ipper).] . Future issues will cover all the news in A, B, C & D." The offer was: "--YES, I want to receive the next issue absolutely FREE. After reviewing the issue, I'll honor As a verb, to accept a bill of exchange, or to pay a note, check, or accepted bill, at maturity. To pay or to accept and pay, or, where a credit so engages, to purchase or discount a draft complying with the terms of the draft. the invoice An itemized statement or written account of goods sent to a purchaser or consignee by a vendor that indicates the quantity and price of each piece of merchandise shipped. A consular invoice is one used in foreign trade. (100 percent money-back guarantee) or write cancel and have no obligation. The FREE issue is mine to keep." B. Version B of the letter was much more news-oriented. It contained a good deal of copy about what's right and what's vaporware Software that is not yet in production, but the announced delivery date has long since passed. At times, software vendors are criticized for intentionally producing vaporware in order to keep customers from switching to competitive products that offer more features. about the new XYZ system and promised the next issue would have an extensive user report on the new product. The offer was identical to version A. C. The letter was identical to Cell B. Only the offer was changed. "To get the next issue and activate your subscription (100 percent money-back guarantee), just initial here and return," etc. Predicted results The "experts" in the publisher's marketing group kicked this one around and came to the following consensus predicting results. * B will be the winner. The letter gives the prospect great intelligence. It creates the expectation that "If they are giving away this much, they must really have that much more." And it's a no-risk offer. * C will probably come in second. We "insiders" know the wording of the offer allows us to send an invoice, but that doesn't make much difference to prospects. Heck heck interj. Used as a mild oath. n. Slang Used as an intensive: had a heck of a lot of money; was crowded as heck. [Alteration of hell. , unfortunately they all know they can "write cancel on the invoice" whether we specifically offer the option or not. * A was the third choice. It's generic selling copy. "Here's another new newsletter. It's cover A, B, C & D. It'll be great. Why not try an issue?" Far less excitement than the copy in B and C. Actual results How did it turn out? Well, this time the "experts" came out with egg on their collective schnozz. 1. Version A ("sales" letter and FREE offer)--107 orders. 2. Version B ("news" letter and FREE offer)--90 orders. 3. Version C ("news" letter and Bill-me offer)--35 orders. With test cells this small, the difference between A and B is probably statistically insignificant, but the publisher rolled out version A. We "experts" might have thought the offer wording in version C was clear to insiders only, that prospects wouldn't notice--but not so. They noticed and it scared them away in droves. Proof of the pudding proof of the pudding n. Informal The ultimate evidence attesting the true nature of something: The proof of the pudding is in the election results, not the polling. The proof of the pudding will come in the final pay-up Pay-up The loss of cash resulting from a swap into higher-priced bonds or the need/willingness of a bank or other borrower to pay a higher rate of interest to get funds. Used in the context of general equities. . On its face 107 orders (version A) seems clearly better than 35 for version C. A classic no-brainer No-brainer A market in which it does not take very complex analysis to figure out how securities are going to perform, such as a strong bull market. . But, the version A offer was pretty soft. It pay-up is only 25-30 percent, which is quite possible, your final total will be around 26-31 paid orders. On the other hand, it does appear that the 35 people who came in on version C understood the offer. If 80-90 percent of those pay; you end up with about the same final total of 28-31 orders as version A (plus some savings in administrative costs administrative costs, n.pl the overhead expenses incurred in the operation of a dental benefits program, excluding costs of dental services provided. from fulfillment ful·fill also ful·fil tr.v. ful·filled, ful·fill·ing, ful·fills also ful·fils 1. To bring into actuality; effect: fulfilled their promises. 2. and billing of all those version A soft orders who don't convert to paid). |
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