Split Testing Cold Outreach Offers
Current Test Setup
Offer A: Pay-on-results for more jobs Offer B: Free website offer
Metrics to Track
- Reply rate - immediate feedback on offer appeal
- Booking rate - conversions from reply to appointment
- Cost per appointment - total spend / appointments booked
Testing Methodology
Volume Per Segment
- Minimum: 500 leads per split test segment
- Allows statistical significance
- Run simultaneously to control for timing
What to Hold Constant
- Same target audience/niche
- Same time of day sending
- Same follow-up sequence timing
What to Vary
- The offer/hook only
- Keep other copy elements similar
Analysis Approach
- Compare reply rates first (quick feedback)
- Let campaigns run longer for booking rate data
- Calculate cost per appointment for each
- Winner = lower cost per appointment (not just higher reply rate)
Key Insight
"Even though the reply rate might be higher on one, I didn't actually test if the booking rate would be higher. I didn't let it run long enough."
Don't kill tests too early based on reply rate alone.