I can remember the day as vividly as the day I got married.
I was about 8 years old… and my Mom and I had been arguing about something.
I, of course, thought she was wrong about whatever we were arguing about, and I remember stomping my little feet up the steps in a fit of rage. As my temper tantrum hit it’s peaked… I screamed from the top of the steps “YOU DON’T KNOW SQUAT!!!!” at the top of my lungs.
… and proceeded to get grounded 🙂
But see, here’s the thing.
When it comes to knowing what works and what doesn’t…
… I don’t know squat.
… YOU don’t know squat.
… and neither does anybody else!
If you think you “know” what header will get you more conversions, you’re wrong.
If you think you “know” which headline will outpull the others (you ARE testing multiple headlines… right?), you’re wrong.
If you think you “know” what your customers want, you’re wrong.
See… it all comes down to not only understanding your market, but split-testing to back up your guesses. If tested things in my life that I thought would NEVER win, or even come close to winning.
… and they won by a country mile.
The lesson is this: Put your ego aside. Split-test EVERYTHING. Don’t ever assume you’re right about a “hunch”. Test it to validate your theory.
How to do it: My favorite tool I use with my clients is called Visual Website Optimizer. It’s not free like Google Website Optimizer, but it’s 10x easier to use and saves a lot of time.