Which Test Won is a great blog to read, if for no other reason than this: It keeps you humble.
Like this post: Amsterdam Printing -- Button Test
The difference between the two was subtle. Different words, slightly different size. Same color, same placement.
But one drew 45% more revenue per visitor. That's a smack-down!
I studied both. Both seemed strong in ever-so-slightly different ways. I finally chose one, based on some similar testing I've done.
I got it wrong.
That's the way it goes when you visit that site. You get it wrong sometimes, and right sometimes. Part of the sport is reading the comments. People there give their reasons for their choices. Most of the people who were wrong seem to have just as good reasoning as those who choose right. But they're still wrong.
We couldn't have predicted the winner of this test. We know we're preaching to the choir, but when you're not sure what copy to use, optimization testing can help you find your answer!
Nobody knows it all. Only your donors can tell you the truth about what works best. Actually, they can't tell you -- they can only show you.
Meaning this: Test as often as you can. Especially online, where our general body of knowledge is still thin, new, and changing fast. No matter how smart you are, you don't know it all.
