In the past seven days I have been testing these headlines against each other:
Version A, emotional, benefit-oriented:
Starting right now, you will enjoy a perfectly organized DVD collection…
Movie Collector Instantly Catalogs Your DVD & Blu-Ray discs.
You’ll Save Time and Money Today.
Finally Have Total Control Over Your Movie Collection.
Version B, practical, feature-oriented:
Automatic DVD Database Software for Windows, Mac OS X & iPhone
Movie Collector Automatically Catalogs Your DVD Collection.
Just Enter Movie Titles or Scan DVD Barcodes.
Instantly Download All Movie Details and Cover Images.
And a week has gone by again. But now we’re finally seeing better results from the “B design”. Phew…
In terms of numbers of sales, it’s doing about the same as the old design. The profits for category B are slightly higher (about 3%), mainly because the average first purchase is still higher for the new design.
All in all, the new product pages are not a great success. But at least they are now performing well enough to switch to the new pages and start optimizing their details. I already have a couple of ideas I want to try:
- Headlines: Emotional / Fluffy / Benefit oriented vs Practical / Feature oriented
- Pricing: .95 vs rounded pricing
- Upsells: Move stuff like CD Delivery, Priority Support etc… to an interstitial upsell page, as opposed to including them in my “Recommended Buying Choices”