{"id":2012,"date":"2014-04-03T10:00:03","date_gmt":"2014-04-03T15:00:03","guid":{"rendered":"https:\/\/blog.growthtools.com\/blog\/?p=2012"},"modified":"2014-12-18T14:47:16","modified_gmt":"2014-12-18T20:47:16","slug":"optimization-experiment","status":"publish","type":"post","link":"https:\/\/blog.growthtools.com\/?p=2012","title":{"rendered":"Optimization Experiment: What we suck at and our plan to get better"},"content":{"rendered":"<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2053\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/04\/header.png\" alt=\"header\" width=\"752\" height=\"477\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/04\/header.png 752w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/04\/header-300x190.png 300w\" sizes=\"auto, (max-width: 752px) 100vw, 752px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2053\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/04\/header.png\" alt=\"header\" width=\"752\" height=\"477\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/04\/header.png 752w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/04\/header-300x190.png 300w\" sizes=\"auto, (max-width: 752px) 100vw, 752px\" \/><\/noscript><\/p>\n<table style=\"background-color: #f4f9a9;\" border=\"0\">\n<tbody>\n<tr>\n<td><strong>Note:<\/strong> This is a guest post by Will Hoekenga, founder of <a href=\"https:\/\/www.copygrad.com\" target=\"_blank\">Copygrad.com<\/a>. Be sure to read to the end for a [content_upgrade id=&#8221;25&#8243;]killer bonus and giveaway.[\/content_upgrade]<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>You ever suck at something but know you don&#8217;t have the skills to do it yourself?<\/p>\n<p>I do.<\/p>\n<p>That area was optimization. So, I set out to learn more about it.<\/p>\n<p>Thats when I met Will Hoekenga. He writes at <a href=\"https:\/\/copygrad.com\" target=\"_blank\">Copygrad<\/a> and works\u00a0for guys like Andy Andrews and Robert D. Smith.\u00a0He helps them to optimize, produce and launch their courses.<\/p>\n<p>Soon after I found out he was a local Nashvillian and we started chatting. One thing led to another and he offered to do a complete teardown of this site, our sales funnels, call to actions and email series.<\/p>\n<p>I quickly obliged.<\/p>\n<p>I&#8217;ve discovered that the best way to learn how to do something is to see someone else doing it. Hearing someone talk in theory and broad generalization is <strong>annoying<\/strong>.<\/p>\n<p>I WANT SPECIFICS.<!--more--><\/p>\n<p>So, Will agreed to come here and spell out every step of the process.<\/p>\n<p>In this guest post he is going to share:<\/p>\n<ol>\n<li>What we suck at<\/li>\n<li>How we can improve<\/li>\n<li>Thought process for each change<\/li>\n<li>Plan to measure the results<\/li>\n<\/ol>\n<p>Enter Will&#8230;<\/p>\n<p>* \u00a0* \u00a0*<\/p>\n<p>When Bryan and I started talking, we quickly identified the three parts of Videofruit that he could most directly benefit from optimizing (a fancy word for making something get you more sales, email signups, or some other positive result). We landed on:<\/p>\n<ul>\n<li>The Videofruit.com home\/landing page<\/li>\n<li>The Videofruit blog sidebar opt-in area<\/li>\n<li>The email <a href=\"https:\/\/kopywritingkourse.com\/how-i-make-397-a-week-with-autoresponders\/\" target=\"_blank\">autoresponder<\/a> for Bryan\u2019s excellent \u201cHow to Create Awesome Promo Videos\u201d course<\/li>\n<\/ul>\n<p>The grounds trembled, the sky parted, and thus\u2014the Videofruit Optimization Experiment was born!<\/p>\n<p>In this post, I\u2019m going to lay out exactly what changes were made and why they were made, which will give you insight into how you can apply similar changes to your own copy.<\/p>\n<p><em><strong>Note:<\/strong> Some of these changes are still in the process of being implemented.<\/em><\/p>\n<p>In 30-60 days, we will be revealing the results of all three tests.<\/p>\n<p><i><strong>DISCLAIMER<\/strong>: Ideally, all of the ideas listed below would be tested one at a time. Meaning, instead of testing several new elements on a landing page, for example, you would start by testing a new headline. Then you might test the call-to-action. Then you might test something else. And then something else.<\/i><\/p>\n<p><i>However, when you\u2019re not getting tsunami waves of traffic every day, you can\u2019t always afford to wait and test every single little element. Sometimes, you have to make global changes and live with the fact that you might not be able to pinpoint exactly WHICH change was responsible for making the biggest difference.<\/i><\/p>\n<p><i>Now that we have that out of the way, let\u2019s dive in!<\/i><\/p>\n<h2><b>Part 1: Videofruit Homepage\/Free Course Landing Page<\/b><\/h2>\n<p>Here is a screenshot of the original page that appeared when you went to <a href=\"https:\/\/www.blog.growthtools.com\">www.blog.growthtools.com<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2016 aligncenter\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/home-page-a-videofruit.png\" alt=\"Home Page A\" width=\"704\" height=\"419\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/home-page-a-videofruit.png 1005w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/home-page-a-videofruit-300x178.png 300w\" sizes=\"auto, (max-width: 704px) 100vw, 704px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2016 aligncenter\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/home-page-a-videofruit.png\" alt=\"Home Page A\" width=\"704\" height=\"419\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/home-page-a-videofruit.png 1005w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/home-page-a-videofruit-300x178.png 300w\" sizes=\"auto, (max-width: 704px) 100vw, 704px\" \/><\/noscript><\/p>\n<p>Here is the \u201cB\u201d version with my copy changes:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2015 aligncenter\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.03.30-AM-1024x595.png\" alt=\"Home Page B\" width=\"717\" height=\"417\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.03.30-AM-1024x595.png 1024w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.03.30-AM-300x174.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.03.30-AM.png 1072w\" sizes=\"auto, (max-width: 717px) 100vw, 717px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2015 aligncenter\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.03.30-AM-1024x595.png\" alt=\"Home Page B\" width=\"717\" height=\"417\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.03.30-AM-1024x595.png 1024w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.03.30-AM-300x174.png 300w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.03.30-AM.png 1072w\" sizes=\"auto, (max-width: 717px) 100vw, 717px\" \/><\/noscript><\/p>\n<p>Let\u2019s take a look at what changed and why.<\/p>\n<h3><b>Change #1: The Headline<\/b><\/h3>\n<p>The headline changed from <strong>\u201cLearn to create an explainer video\u201d<\/strong> to <strong>\u201cLearn my formula for creating explainer videos that increase sales.\u201d<\/strong><\/p>\n<p>The thought behind this change is pretty simple\u2014not everyone is walking around thinking, <i>Gee, I could really use an explainer video<\/i>, but tons of people are thinking stuff like, <i>Man, I really need to get my sales up<\/i>, or, <i>Why isn\u2019t the video I have up helping my conversion rate?<\/i><\/p>\n<p>This headline spells the benefit of going through the free course in plain English.<\/p>\n<p>Another thing? That &#8220;increase sales&#8221; part is 100% BS-free. Bryan really was able to increase sales of an app he created by 300% using the material he teaches in the course. Remember: if you promise a result, be sure your product can actually deliver on it.<\/p>\n<h3><b>Change #2: The Body Copy<\/b><\/h3>\n<p>Three things were accomplished with the \u201cB\u201d version of the body copy:<\/p>\n<ul>\n<li>We put a name to Bryan\u2019s face (&#8220;Hi, I&#8217;m Bryan Harris&#8230;&#8221;). His personality is all over Videofruit, and this change makes the page warmer and more personal.<\/li>\n<\/ul>\n<ul>\n<li>We provided social proof. Before, there was no indication that Bryan has a track record of impressive success and clients (which he does). With the simple addition of, \u201cI help companies like Appsumo and KISSmetrics create killer videos,\u201d authority\/credibility is established.<\/li>\n<\/ul>\n<ul>\n<li>We killed the common \u201cvideo is too expensive\u201d objection with the addition of \u201cfor less than $100\u201d at the end of the paragraph. This claim demands attention.<\/li>\n<\/ul>\n<p>There are lots of places online that will teach you how to make a great video. This new body copy sets Bryan\u2019s course apart by showing visitors why he is the guy they need to learn from.<\/p>\n<h3><b>Change #3: The P.S.<\/b><\/h3>\n<p>Let\u2019s face it\u2014not everyone who lands on this page is going to sign up. But that doesn\u2019t mean we should give up on them.<\/p>\n<p>Originally, the P.S. was a little vague: \u201cLooking for recent articles? Click here.\u201d Anyone who has read the Videofruit blog knows Bryan\u2019s posts provide WAY too much value to simply be called \u201carticles.\u201d<\/p>\n<p>That\u2019s why we changed it to, \u201carticles that teach you how to use video to grow your business.\u201d It\u2019s more specific and gives visitors an idea of what to expect.<b><br \/>\n<\/b><\/p>\n<h2><b>Part 2: Videofruit Blog Sidebar Opt-In Area<\/b><\/h2>\n<p>If you look to the right of this post, you&#8217;ll see a sidebar opt-in area that looks something like this:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2017\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.50.04-AM.png\" alt=\"Blog Sidebar Opt-In Version A\" width=\"303\" height=\"514\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.50.04-AM.png 303w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.50.04-AM-176x300.png 176w\" sizes=\"auto, (max-width: 303px) 100vw, 303px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2017\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.50.04-AM.png\" alt=\"Blog Sidebar Opt-In Version A\" width=\"303\" height=\"514\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.50.04-AM.png 303w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-29-at-10.50.04-AM-176x300.png 176w\" sizes=\"auto, (max-width: 303px) 100vw, 303px\" \/><\/noscript><\/p>\n<p>For this piece, I made three copy changes. Let\u2019s take a look.<\/p>\n<h3><b>Change #1: The Headline<\/b><\/h3>\n<p>You\u2019ll notice I like testing new headlines. \ud83d\ude42<\/p>\n<p>The headline is the first thing people will read most of the time, so it\u2019s a big change anytime you test something different. And it\u2019s the big changes that give you the best opportunity to influence your conversion rate dramatically.<\/p>\n<p><i>Pro Tip: When testing things on your own site, always go for big changes in the beginning. You will learn a lot more from testing different headlines than you will from testing stuff like different button colors.<\/i><\/p>\n<p>So this was the biggest change to the sidebar opt-in. Going from:<\/p>\n<p align=\"center\"><b>Free Course: \u201cBootstrapper\u2019s Guide to Explainer Videos\u201d + Extra Bonus (Valued at $250)<br \/>\n<\/b><\/p>\n<p align=\"center\">to<\/p>\n<p align=\"center\"><b>Free Course: How to Make One Simple Video That\u2019ll Win You More Customers<\/b><\/p>\n<p>Like the headline change on the homepage, this second headline speaks the visitor\u2019s language by speaking to a clear need: \u201cmore customers.\u201d<\/p>\n<p>I also wanted to try toning down the \u201csales\u201d factor, which is why \u201cExtra Bonus (Valued at $250)\u201d is gone.<\/p>\n<p>In future tests, we could definitely try adding that back in depending on the results. Taking away \u201cFree Course\u201d is another idea that would be worth testing.<\/p>\n<h3><b>Change #2: The Body Copy<\/b><\/h3>\n<p>There were only two additions made to this copy. Since I took the \u201cextra bonus\u201d language out of the headline, I wanted to add it in here to clearly communicate the added value. That\u2019s why you\u2019ll find \u201cThere\u2019s also an \u201cextra bonus\u201d you\u2019ll find on the inside!\u201d tacked onto the end.<\/p>\n<p>This communicates the extra value while also providing a little suspense.<\/p>\n<p>The other change was to simply kill another common fear many video newbies have: the pain of learning\/paying for new software. That\u2019s why I added \u201c(without learning any software)\u201d to the first sentence.<\/p>\n<p>It\u2019s always a good idea to look for opportunities to squash whatever objection is most likely to appear in your prospect\u2019s mind. Most people are subconsciously looking for reasons to talk themselves out of things. Keep that in mind.<\/p>\n<h3><b>Change #3: The Button Copy<\/b><\/h3>\n<p>This is what I call a \u201cconventional wisdom\u201d test. I wanted to test button copy that lots of people seem to be using to make sure we weren\u2019t overthinking this part of the sidebar.<\/p>\n<p>So we changed \u201cYes, Let\u2019s Start the FREE Course\u201d to the simple, often used \u201cGet Free Access.\u201d<\/p>\n<p>There\u2019s also a subtle distinction here (that may or may not make any different, but it\u2019s worth pointing out).<\/p>\n<p>Version A identifies the course as a \u201cFREE Course.\u201d Version B, however, says you will get \u201cFree Access.\u201d<\/p>\n<p>The difference is that Version A implies the course is always free, while Version B says you will be getting free <b>\u201cAccess.\u201d <\/b>This implies some kind of special opportunity of privilege that might not always be available to everyone.<\/p>\n<p>It\u2019s subtle for sure, but it\u2019s there nonetheless.<\/p>\n<h2><b>Part 3: 10-Part Email Autoresponder Series<\/b><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2035 aligncenter\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-31-at-3.19.40-PM.png\" alt=\"Videofruit Autoresponder Series\" width=\"539\" height=\"372\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-31-at-3.19.40-PM.png 539w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-31-at-3.19.40-PM-300x207.png 300w\" sizes=\"auto, (max-width: 539px) 100vw, 539px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2035 aligncenter\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-31-at-3.19.40-PM.png\" alt=\"Videofruit Autoresponder Series\" width=\"539\" height=\"372\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-31-at-3.19.40-PM.png 539w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-31-at-3.19.40-PM-300x207.png 300w\" sizes=\"auto, (max-width: 539px) 100vw, 539px\" \/><\/noscript><\/p>\n<p>This was the biggest element to test\u2014a 10-part autoresponder email series that is triggered when someone opts in to receive Bryan\u2019s free 4-part video course we\u2019ve been talking about.<\/p>\n<p>The emails are designed to get the recipient to click through and watch each of the four videos, the last video being a pitch to purchase an even more in-depth course called \u201cHow to Create Awesome Promo Videos.\u201d After the fourth video, the remaining emails are designed to get the recipient to purchase enrollment in the course.<\/p>\n<p>With an autoresponder series like this, there are many moving parts and pretty much an endless amount of variables that could be tested\u2014subject lines, email copy, length of series, timing of emails, offer, scarcity, price point\u2026and that\u2019s just the tip of the iceberg.<\/p>\n<p>So I wanted to focus on making a few big changes as opposed to testing every single thing under the sun.<\/p>\n<p>Here\u2019s what we came up with:<\/p>\n<h3><b>Change #1: Length<\/b><\/h3>\n<p>Originally, this autoresponder came in at a whopping 18 days. The timing was as follows:<\/p>\n<ul>\n<li>Day 1: Sign-Up Confirmation \/ Video #1 Delivery<\/li>\n<li>Day 2: \u201cWhat are you fears?\u201d email<\/li>\n<li>Day 3: Video #2 Delivery<\/li>\n<li>Day 5: Video #3 Delivery<\/li>\n<li>Day 7: Course Launch Tease #1<\/li>\n<li>Day 9: Course Launch Tease #2<\/li>\n<li>Day 11: Cart Open<\/li>\n<li>Day 12: Cart Open #2<\/li>\n<li>Day 16: Cart Closing Soon<\/li>\n<li>Day 18: Cart Closing Final Reminder<\/li>\n<\/ul>\n<p>A general rule of thumb with autoresponders and sales sequences is the higher the price point, the more content you\u2019ll need to send.<\/p>\n<p>Given the price point of $397, I thought we could scale both the amount of emails and the length of the series back a bit. Here is what the timing looks like in the new version:<\/p>\n<ul>\n<li>Day 1: Sign-Up Confirmation \/ Video #1 Delivery<\/li>\n<li>Day 2: \u201cWhat are you fears?\u201d email<\/li>\n<li>Day 3: Video #2 Delivery<\/li>\n<li>Day 5: Video #3 Delivery<\/li>\n<li>Day 6: Cart Open #1<\/li>\n<li>Day 7: Cart Open #2<\/li>\n<li>Day 8 (AM): Cart Close Reminder<\/li>\n<li>Day 8 (PM): Cart Close Final Reminder<\/li>\n<\/ul>\n<p>As you can see, there are now only eight emails instead of ten, and the series takes place over eight days instead of eighteen.<\/p>\n<p>At first glance, it might seem a little pushy to send an email every day (and two on the final day) once the cart opens, but we\u2019ll take a look at the thought process behind that as we go forward.<\/p>\n<h3><b>Change #2: Kill the Tease and Terminate the Objections<\/b><\/h3>\n<p>The ultimate goal of optimizing this email sequence is, of course, to get more sales. So I wanted to experiment with toning down the tease and getting to the sale quicker. I wanted to put the next level right in front of the prospect\u2019s face after they\u2019re done with the free stuff.<\/p>\n<p>Doing so also allowed us to get rid of two emails and shave four days off the entire sequence (something I wanted to do).<\/p>\n<p>It also got rid of a lot of good selling points (something I didn\u2019t want to do).<\/p>\n<p>The solution? I completely deleted the two \u201ctease emails\u201d and then totally rewrote the second \u201ccart open\u201d email to include tons of great selling points. I named the new version of the email \u201cHow to kill your 5 biggest video fears\u201d (which became the subject line).<\/p>\n<p>This email accomplishes the very important task of explaining to your prospects <i>why this is the course for them<\/i>.<\/p>\n<p>Where did I get these \u201c5 biggest video fears,\u201d you ask? Bryan, being the hyper-intelligent human being he is, had included a brilliant email in his original sequence (which I kept in there) that came right out and asked the prospect what his or her biggest video fears are.<\/p>\n<p>He shared a PDF with me containing over 20 actual responses he had received.<\/p>\n<p>For the sake of not making this an even more gargantuan post, I won\u2019t include the copy here. If you\u2019d like to see it, snag the bonus download at the bottom of the post, <em>The Videofruit Optimization Experiment: Complete Copy Files<\/em>. It contains all of the copy and behind-the-scenes notes from this process.<\/p>\n<h3><b>Change #3: The Little (Big) Things<\/b><\/h3>\n<p>So often, all it takes is a second set of eyes to show you the mistakes that are right under your nose.<\/p>\n<p>As I went through the emails, I noticed that the text displays really small. In fact, the text in the footer is actually a larger font size than the actual body copy. See for yourself:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2019\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-22-at-11.50.17-AM.png\" alt=\"This email has a really small font size\" width=\"721\" height=\"412\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-22-at-11.50.17-AM.png 721w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-22-at-11.50.17-AM-300x171.png 300w\" sizes=\"auto, (max-width: 721px) 100vw, 721px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2019\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-22-at-11.50.17-AM.png\" alt=\"This email has a really small font size\" width=\"721\" height=\"412\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-22-at-11.50.17-AM.png 721w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/03\/Screen-Shot-2014-03-22-at-11.50.17-AM-300x171.png 300w\" sizes=\"auto, (max-width: 721px) 100vw, 721px\" \/><\/noscript><\/p>\n<p>&nbsp;<\/p>\n<p>Making the font larger and more readable is a quick fix that will most certainly keep people reading longer.<\/p>\n<h2><b>What\u2019s Next?<\/b><\/h2>\n<p>And there you have it\u2014the <strong>Videofruit Optimization Experiment<\/strong> [insert maniacal, evil mad scientist laughter here].<\/p>\n<p>In 30-60 days, you\u2019ll see another post with Bryan and I going over exactly what worked, what didn\u2019t work, and where we\u2019ll go from there.<\/p>\n<p>Until then, grab your copy of our complete copy files for the experiment. And let us know in the comments section\u2014how do you think the results will shake out?<br \/>\n[content_upgrade id=&#8221;25&#8243;]<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2063\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/04\/download.png\" alt=\"download\" width=\"639\" height=\"374\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/04\/download.png 639w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/04\/download-300x175.png 300w\" sizes=\"auto, (max-width: 639px) 100vw, 639px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2063\" src=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/04\/download.png\" alt=\"download\" width=\"639\" height=\"374\" srcset=\"https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/04\/download.png 639w, https:\/\/blog.growthtools.com\/wp-content\/uploads\/2014\/04\/download-300x175.png 300w\" sizes=\"auto, (max-width: 639px) 100vw, 639px\" \/><\/noscript>[\/content_upgrade]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Note: This is a guest post by Will Hoekenga, founder of Copygrad.com. Be sure to read to the end for&#8230;<\/p>\n","protected":false},"author":3,"featured_media":2053,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-2012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/posts\/2012","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2012"}],"version-history":[{"count":0,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/posts\/2012\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/media\/2053"}],"wp:attachment":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2012"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2012"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2012"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}