Good copywriters follow well-established best practices, studying sites like this one to learn more techniques that pull a reader in and motivate action.
Great copywriters delve into the psychology of persuasion, and make sure their copy is presented with effective design to make it even more engaging.
But the best copywriters don't stop there. They know that those are just the factors that get you started.
The best copywriters continue to radically improve their copy over time. They know how to create copy that works even when it defies common sense. They find the "magic words" in headlines that will never be revealed in any swipe file.
How do they do that?
It's not a secret technique or some special knowledge they learn from a guru at the top of the mountain. The truth is, great copywriters use split testing to radically improve their copy over time.
You may have heard of split testing, but unfortunately not a lot of us actually understand it properly or use it for conversion rate optimization. (Kind of the way everyone's a social media guru whether or not they actually have a clue about how social media really works.)
So what the heck is split testing?
Split testing is not a buzzword and it's certainly not a fad.
It's very popular among large Internet companies (Amazon, Groupon, Google, etc.). In fact, almost all of them conduct thousands (or even tens of thousands) of split tests to increase sales and conversion rates on their websites and landing pages.
They have been doing split testing for years because it is a simple, methodical way to increase online conversion rate.
The concept of split testing is quite simple:
In a split test, you create one or more variations of a landing page and then randomly split traffic amongst them. Meanwhile you measure which variation led to maximum conversion for the result that you were looking for....
