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Copywriting: Product Picture
by Diego Norte

As many of you know, I did a decent sized study on whether to show a product picture or not on a sales page. I looked at literally thousands of profitable and unprofitable sales pages.

The positive correlation between including a product picture (vs. not including one) with profitability was astounding. I resolved to always include a product picture on all of my sales pages.

However, I had already made a resolution to never show a fake ebook cover or a fake software box on any of my sites.

I think that's just dishonest and is begging to increase your refund and chargeback rate when they find out the box is just plain phony and doesn't represent anything that they actually received.

So... since I sell downloadable information products (videos and software primarily), I had to decide on what to use.

I finally decided that a screen shot of the software in action would be the most honest and effective way to show a picture of the product I was selling.

Once I released TestiVar, I decided to add the null dataset against everything except the order link under test.

I needed to know if the product picture was actually improving sales... or if showing nothing at all would improve sales for each product.

The sales page for Glyphius has the earliest results and they aren't what I expected once again. The picture lost.

I used a simple screen shot of the software in action. It was preceded by the words:

Here is a screen shot of the software in action:

That's it. I certainly expected that would improve sales based on the data from the study of other people's sites. I was wrong. The null dataset clearly won according to TestiVar.

Here are the actual results:

With picture:

0.78% conversion rate.

Without picture:

1.14% conversion rate.

Over 100 sales are represented in this test.

The statistical significance is a 95% confidence rate.

So; what gives?

I suspect that I need a different picture. I'm not sure what I will use, but it seems impossible that "no picture" can win against any picture. I just need to find a better picture.

Those are the results though. Until I do that, TestiVar will be helping to improve my profitability by showing most new visitors to Glyphius.com... no picture at all.

I highly recommend that you install TestiVar for every sales page and test "nothingness" against every single variable except the order link. These kinds of suprises happen very often. When you have TestiVar on the job, they become happy suprises when TestiVar discovers them and automatically adjusts your sales page for maximum profits.

You can get TestiVar here:

http://www.BusinessHQR.com/prd/1004/

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