so we've been discussing split testing. If you aren't up to speed, you can read Are You Split Testing Part 1 and Are You Split Testing Part 2 by clicking those links. Let's dive right back in. The third vitally important element you should be split testing is your call to action. Honestly, you have to deliver a call to action with 100 percent precision and clarity. NEVER assume people will just know what you want them to do, and make CERTAIN your call to action is clear, concise, and as compelling as you can possibly make it. And how do you do that? You test it! It doesn't matter how awesome the rest of your page is, if your call to action falls flat, you will lose the prospect, and they move on to the next great thing. So test, test, test! Finally, the other things you should be split testing are your bullets and your very first paragraph. Always keep your reader in mind with everything that you do, and your bullets and the first paragraph of your page will be two of the things their eyes will be drawn to. IF that is, your headers and subheads are doing THEIR job. Maybe one bullet seems to work better than another. Maybe one bullet is more of a benefit, while the other is a feature and creates a lower response rate.

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