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Then one day when he had given us a series of experiments to perform, he taught us about testing. When performing an experiment there are often many things you want to change in order to perform the experiment properly. The trouble is, as an impatient teenager waiting for lunchtime you are tempted to make all the changes at once.""No lad,"" the teacher told us, ""You can't make all the changes at once. If you do that, how are you going to know which change to the experiment caused it to work?""Of course, this concept hadn't occurred to any of us, we were all just interested in lunch.



He leaned back in his chair into his reminiscent pose, ""In order to properly perform this experiment you need to make a single change at a time and then measure the results. Then, and only then, will you know which change performs the best and gives you the desire results. Sure you can make all the changes all at once, but what if you undo the change that works?""These very words came back to me when I started my Internet Marketing career some years ago. If I am making changes to my websites or sales copy to monitor the conversion rate then I need to make a single change at a time, drive a sufficient amount of traffic to it, and then analyse the results.


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