Why Did This Price Test Fail?

by Ryan Healy · 0 comments

in Copywriting,Split-tests

Here’s an excellent post from my friend and colleague, John Manley. If you don’t know John, he’s a fellow freelance copywriter who has conducted dozens of copy tests.

So when I stumbled upon this “lost” email he’d sent me a couple years ago, I asked for his permission to share it with you. Thankfully, he agreed. Enjoy!

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Why Did This Price Test Fail: Price Point or World Events?

From September to November 2008 I executed a test on copy I wrote for one of my alternative health clients.

Up until the test this online copy routinely produced an average of $2.25 in sales for every $1 spent on generating traffic.

Not bad, for a front end product, eh?

The copy promotes an ebook (plus other digital bonuses) for $37 and upsells to the audio version for an extra $10.

I decided to test what would happen by dropping the price by $10. The results were truly shocking…

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