We are very skeptical of "magic bullets" in any form whatsoever. We are particularly skeptical when the miracle-working tool purports to increase our conversion rates. So, it is with no small degree of caution that we carefully read through the ad copy for The Conversion Multiplier mentioned in connection with an article in this weeks MarketingSherpa entitled How Multivariate Testing Made Conversions and Newsletter Sign-ups Fly for Ebook Marketer.
The case history of ParrotSecrets.com's foray into market testing (multivariate testing rather than traditional A/B stuff) was a facinating read. The two-phased approach started with "seven factors and 20 variations " for the headline, site copy, pricing, color scheme, etc. that would have taken years to test in the A/B format.
After feeding the data in to "the program" (The Conversion Multiplier) created by the owner of the parrot site (Sumantra Roy) and his marketing colleague (Dick Shaver), the research team was presented with 16 versions of the offering plus a control for Phase I testing. The program apparently did not like any of the 16 versions after testing, and generated 3 new versions, all at the highest test price, with a red (gasp) background for Phase II testing.
At the end of the story, the site owners were delighted to report an order increase of 40%, a dramatically reduced abandonment rate and increased conversion for the newsletter (0.4% to more than 3%).
Given the inducement offered by Roy (owner of The Conversion Multiplier), namely a pay (only) for performance scheme for using his software, I'm wondering if anyone else out there has taken him up on his offer and generated comparable results? If you have, we'd love to hear about it. We've been looking a long time for a tool to recommend to some of our clients who struggle with conversion even after their traffic has taken a favorable bounce.
Take a look at the article. Visit Roy's website. And let us know if you think he's on to something, or if it's just too good to be true. We're hopeful!