One other tip you could throw in is that testing (whether for email campaigns or web sites) doesn’t have to be hard.

Example: During a launch, a friend of mine who I had helped set up some testing neglected to watch his sales pages to see which were performing best.

The ONLY difference between the two pages was the headline. Everything else was the same.

At the end of day 2, I asked him which page was performing best. He had had about 10,000 visitors during the previous two days, so each version of the page got about 5,000 visits.

I was on the phone with him when he logged in to check his stats.

He is a person who never swears, but he went “HOLY SH*T! I should have switched this sooner!”

Page 2 had outperformed page 1 to the tune of $7500. Had he been watching closer, he could have made the switch sooner and made a lot more money.

Thanks for sharing what got your attention about what they are doing! Pretty interesting stuff!

Warmest,

Jonathan