A scary lesson on testing
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If you use testimonials to push your products, services or sign-ups, you're in for a big surprise.
For if you go down to this blog today, you'll find the results of tests which say...that adding in a testimonial actually decreases sales.
Unfair of me. Not testimonials per se, but a specific testimonial the authors tested on a particular landing page.javascript:void(0)
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The point isn't that testimonials suddenly became bad (they didn't). No, the point is that things aren't always as they seem. That assumptions on what works don't always hold true. And that the only way to be really sure that your approach is the right one is to test. Sometimes even things that seem like a no-brainer.
In the above case, a different testimonial or different positioning might have improved sales.
More on testing | Tags: testimonials, testing, email marketing
For if you go down to this blog today, you'll find the results of tests which say...that adding in a testimonial actually decreases sales.
Unfair of me. Not testimonials per se, but a specific testimonial the authors tested on a particular landing page.javascript:void(0)
Publish
The point isn't that testimonials suddenly became bad (they didn't). No, the point is that things aren't always as they seem. That assumptions on what works don't always hold true. And that the only way to be really sure that your approach is the right one is to test. Sometimes even things that seem like a no-brainer.
In the above case, a different testimonial or different positioning might have improved sales.
More on testing | Tags: testimonials, testing, email marketing
Permalink | January 12, 2007 |
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