Are your test results *really* that proprietary?

One of the things I constantly see is clients treating their test results as if they're the secret recipe to time travel or something. Thing is, are they really that proprietary?

There is no doubt that a well optimized offer page, e-commerce system, etc. can be an incredible competitive advantage. But let's rewind for a moment and consider what a perfectly optimized offer is...

As I said at SES three weeks ago, optimized offers combine the perfect benefit, perfect amount of risk reversal, perfect amount of scarcity, and perfect unique value proposition for the state of mind the customer is in at the moment they see they offer.

Now unless your offer is identical to your competitors, and your customer's are the same, your "optimized" offer is going to be different than theirs. The only time offers truly converge is in a commodity marketplace, where nearly every competitor is identical and everyone competes on price.

Now I am not saying to go posting your secret optimized recipes for the world to see, but its food for thought. Do you really need to be paranoid? I think not.


Warm Regards,

Scott Miller, CEO

Author of "The ConversionLab.com," The worlds first "How to" guide to testing and optimization. Visit http://www.conversionlab.com/ for a special offer!