Generating $70k+ Incremental Revenue from 1 Split Test

What's up guys! I was sharing a split-test result from a webinar opt-in page with Tobias we ran and wanted to post it here.

Long and the short of it

Opt-in % = Same
Book Call % = 36% Increase
High Ticket Revenue = 300% increase.

Incremental Revenue Increase: $70k+ (as of today)

Now the cool part about this test is that it literally was just the opt-in page. We changed the headline and the bullet points - nothing else.

We've seen this a BUNCH of times.

*Your opt-in/landing page directly affects the QUALITY of leads - even if it doesn't affect the quantity*

This is test showcases why even having the same (or lower) opt-in rate can in fact be better.

I can't share the exact copy change for privacy reasons, but I'll describe it:

The control headline was talking about an outcome "How to [get desired result]". It was a pretty general headline - not bad, but just very straight to the point.

The variant headline introduced a mechanism "This new [mechanism] is a way to [solve sophisticated problem] to [get desired result] sustainably"

What *likely* happened here is that the headline that introduced a mechanism attracted a more sophisticated lead - someone who has done research, is knowledgable, and has tried a few solutions before.

We changed the bullet points in the variant to speak about misconceptions - misconceptions that a more sophisticated audience would believe.

Example:

Why [this thing every competitor tells you to do] is actually wrong and hurting your progress
How [this thing you don't want to do but you think is helping] is unnecessary

And that was really it. We got the idea from reading customer feedback and applications.

Is it good copywriting? Yea for sure.

Is it going to impress other marketers? Probably not.

Is the market impressed by it? Definitely!

The key with this is to split-test the result with software and then track it on the backend via Hyros or whatever attribution platform you use.

Hope this is helpful!

Ethan

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