{"id":3233,"date":"2008-06-14T11:07:48","date_gmt":"2008-06-14T18:07:48","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=3233"},"modified":"2008-06-14T11:31:04","modified_gmt":"2008-06-14T18:31:04","slug":"speaking-in-tongues-a-very-simple-ab-switch-for-testing-the-pull-power-of-landing-page-variations","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3233\/speaking-in-tongues-a-very-simple-ab-switch-for-testing-the-pull-power-of-landing-page-variations\/","title":{"rendered":"Speaking in tongues: A very simple A\/B switch for testing the pull-power of landing-page variations"},"content":{"rendered":"

We talked about landing pages at Unchained: When someone who is interested in relocating to Phoenix lands on our brokerage weblog, I want for that party to land on my relocation page<\/a>, rather than just at the top of the blog<\/a>. Why? Because if I provide the exact information my visitor is looking for, I have a much better chance of converting that person into a client.<\/p>\n

This is important: Social media marketing is direct<\/em> marketing — target marketing, not viral marketing. WordPress sells itself by viral marketing. You sell your<\/em> business on a WordPress weblog by direct marketing, by focusing your attentions on particular, identifiable prospects. Of all the people writing on BloodhoundBlog, the on who has the most to teach us about this is Richard Riccelli<\/a>, Delphic and sphinx-like but overflowing with brilliant direct marketing ideas.<\/p>\n

So what’s better than a landing page? Richard can beat me up, if he wants, for getting this all wrong, but the direct marketer’s answer is simple: Better than a landing page are two<\/em> landing pages — pitted against each other.<\/p>\n

Advertising is a prayer to the heavens, but direct marketing is testable. Is long copy more effective that than a shorter appeal? Test it. Will a question or a promise work better as the headline? Test it. Do brief forms produce more leads? Do more rigorous forms produce stronger leads? These are testable propositions.<\/p>\n

But: There is a caveat: You have to be getting enough traffic to make testing worthwhile. If your long copy beats your short copy two-to-one, it means nothing if you only have three instances to judge from. A Google Adwords campaign is eminently testable, as is a Zillow EZ Ads promotion. On your hyperlocal real estate weblog, you may have to let your tests run for a while before you draw any conclusions.<\/p>\n

And what should you do when you do<\/em> prove that one way works better than another? Test two variations of the winning strategy against each other. And test everything else while you’re at it.<\/p>\n

Okayfine. There is no limit to what you can learn about direct marketing, and Brian and I Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

We talked about landing pages at Unchained: When someone who is interested in relocating to Phoenix lands on our brokerage weblog, I want for that party to land on my relocation page, rather than just at the top of the blog. Why? Because if I provide the exact information my visitor is looking for, I […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,6,5,19],"tags":[],"class_list":{"0":"post-3233","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-blogging","7":"category-marketing","8":"category-real-estate","9":"category-technology","11":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2519,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2519\/ahem-your-goal-is-not-weblog-traffic-your-goal-is-converted-sales\/","url_meta":{"origin":3233,"position":0},"title":"Ahem: Your goal is not weblog traffic, your goal is converted sales","author":"Greg Swann","date":"January 20, 2008","format":false,"excerpt":"It might seem like I'm shouting up the drain pipe, but I'm not talking to Dustin -- I'm talking to you. If you were selling a viral product like Skype, where for every 10,000 people with a casual interest in your product, one will turn into a paying customer --\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1644,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1644\/ignore-the-so-called-experts-blogrolls-are-good-mkay\/","url_meta":{"origin":3233,"position":1},"title":"Ignore the so-called experts: Blogrolls are good, m’kay?","author":"Greg Swann","date":"July 10, 2007","format":false,"excerpt":"No one is better suited for a discussion of the value of blogrolls in viral weblogging than South Park's Mr. Mackey. (\"Drugs are bad, m'kay?\") Some supposed experts have done extensive research by reading other weblogs and they have come up with (and reiterated) this startling conclusion: \"Blogrolls are bad,\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1930,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1930\/blogrush-viral-weblog-widget-promotes-for-added-traffic\/","url_meta":{"origin":3233,"position":2},"title":"BlogRush: Viral weblog widget promotes for added traffic","author":"Greg Swann","date":"September 15, 2007","format":false,"excerpt":"I added a viral blog widget called BlogRush to the sidebar. In principal, it should draw attention to BloodhoundBlog posts at weblogs were folks might not know about us. It's a rebuttable proposition, but one I'm willing to test. If it works, it should work for the entire RE.net. It's\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1704,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1704\/making-the-connection-the-objective-of-real-estate-weblogging-is-visceral-and-viral-not-rape-and-run\/","url_meta":{"origin":3233,"position":3},"title":"Making the connection: The objective of real estate weblogging is visceral and viral, not rape and run","author":"Greg Swann","date":"July 28, 2007","format":false,"excerpt":"This will have to be brief, because I'm crushed for time, but we're promoting Real Estate Weblogging 101 at the StarPower Conference this morning, so it's a topical topic. The premise: The commercial value of real estate weblogging comes from making a visceral connection with future clients, ideally leading to\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1581,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1581\/building-an-audience-using-blogging-social-networks-email-newsletters-and-viral-marketing-instead-of-seo\/","url_meta":{"origin":3233,"position":4},"title":"Building an audience: Using blogging, social networks, email newsletters and viral marketing instead of SEO","author":"Brian Brady","date":"June 25, 2007","format":false,"excerpt":"\"Brian Brady is that mortgage guy in the suspenders on the internet.\" Good or bad, that's my brand on the internet. That goofy picture was taken at the Kodak Theatre in Hollywood on a free Kodak machine. I emailed myself the picture and have been using it for the past\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1670,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1670\/project-blogger-an-objective-post-mortem-analysis-i-hope\/","url_meta":{"origin":3233,"position":5},"title":"Project Blogger: An objective post-mortem analysis — I hope","author":"Greg Swann","date":"July 17, 2007","format":false,"excerpt":"Project Blogger is over -- I think. Truly the fun never starts, but the drama never stops. I mostly ignored everything except the work Teri Lussier and I did here, at TheBrickRanch.com and at RealEstateWeblogging101.com. The contest pretty much ignored me, too, an unexpected delight. We didn't win -- as\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3233","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=3233"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3233\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=3233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=3233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=3233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}