Some of you have spent a year split testing on your website and don't have anything to show for it...

and I think I know why.

I ran a headline test on a landing page. The control variant was a very evidence-based, authority / credibility kinda headline. The variant that won the split test, and increased CVR by 48%, was on the other end of the spectrum, it was very emotional & benefit driven.

THAT DOESN'T MEAN I SHOULD JUST SET THAT HEADLINE LIVE AND FORGET IT.

All the results of that split test tells us is that CURRENTLY, our ads are doing a better job of bringing emotional buyers to our website.

It means that we're NOT good at bringing logical buyers into our funnel.

So now, my job is to create two separate funnels for the same product, one that appeals to emotional, benefit driven buyers, and the other that appeals logical buyers.

Split testing should teach you how to grow your TAM, not just increase conversion rate for one specific cohort of your target market.