Most direct marketers use split testing and some are very sophisticated and use multiple tests. It is important that once the control (sales copy that provides the best conversions from a test) is established, that any additional split testing be limited to single element changes such as headline, sub head, call to action, pricing, guarantee, multiple purchase discount, etc. so you can identify the element that provides the lift.
This should also be employed in Google adwords campaigns since split testing there is really easy.
Much of my experience is from the offline world and I wonder is constant testing something most affiliate marketers use?
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