Testing works. It doesn’t just work. It kicks butt. Here’s a recent example:

We ran a lead generation campaign for a client. We had 4 landing pages and made sure that 25% of our audience landed on each one.

These landing pages were not all that different. We used two possible headlines and two possible photographs to create the 4 pages.

A month later, one of the four pages outperformed each of the others by a factor of two. We refocused the campaign on that page and are now generating even more leads.

Moral of the story: Always watch the numbers. And always make sure you have the numbers available.