In an extensive A/B test this page:

www.braidsbybreslin.com/orderpage.html

BEAT

www.braidsbybreslin.com/dvd.html


It beat it 8 to 1. I really didn't think it would win but my PPC manager was right, still shocked how bad dvd.html got it's butt kicked.

Incredible.

I'll be doing some testing myself...

As the marketing consultant who suggested trying this, I do want to say that the web breaks the concept of long vs. short copy. The whole website is the "copy", not what appears on a mere webpage. This is a "long-copy" website. A "short-copy" landing page that points to many parts of the long copy is not "short copy", but simply navigational to the long copy.

And that 8:1 figure is from a clean a/b test executed on Adwords. 8 sales vs. 1 sale.

Wow. That's astonishing.

Have you thought of why the difference?

A couple things I thought:

1. The market is probably in the first stage of maturity, so simple and
straightforward is best.

2. The positioning of the products.

Visually speaking, I noticed that the winning page focused
on the skills (the business program was placed last), while the losing page
seemed to focus on the business side (the business program was placed
first).

The losing page did focus on the skills in the copy, but then put displayed
the business program right below that, which confused me.

Anyway, thanks for sharing these real-world results!

Ryan

Really? 8 actual sales to 1?

I thought we were talking ratio's...

Yes. This was a clean a/b in one adgroup. I wouldn't call the test "extensive"; however, the results were dramatic. The test has been extended to other targeting, and against other landing pages.