Apart from the actual list itself, the offer is the most significant element to test because it will give you the greatest variety in responses; and remember, it isn't the number of responses that is important. It's the ££ results.

In many tests you could find that you have masses of responses with one option but the other option delivered a much higher profit per sale.

1. Offer deadline -v- no offer deadline

There's a very good chance you will find that the piece with the offer deadline will outperform the one without a deadline by a long way. In various tests we have conducted we have found that the difference in responses vary from between 52 and 167%.

2. Brochure -v- free white paper or report

More often than not, the free white paper will outperform the brochure because it's perceived to be of a much higher value. Having said that, the people who respond to a brochure are likely to be much more qualified (as an overall percentage) than the people who respond to a white paper that offers information.

3. Free appointment -v- free white paper or report

A free appointment will usually produce much lower responses than a free white paper but the quality of leads will be much, much higher. If they are going to spend their time in a face-to-face situation with someone they aren't just tyre kickers. So, the percentage responses will be much higher for a white paper but the % conversion to sale will be much lower. Again, at the end of the day all that matters is money in the bank so see which one is most profitable after all costs. It could go either way.

4. Free seminar attendance -v- white paper or report

The free seminar attendance won't be as popular (usually) as a free report because a free report is a low-risk option for a prospect. Having said that, the lower the risk to the prospect the lower the quality of leads. When we conducted tests between free seminar and free white paper the free white paper produced approximately 70 - 95% increase in responses but the conversion rate from response to sale was four times higher with people who attended a seminar.

5. Free DVD -v- free whitepaper

The results with this one will depend on your audience and how they prefer to view information.

6. Buy one get one free -v- two for the price of one

Tests show that buy one get one free outperforms the other.

7. 3 package offers -v- one - eg choose from 'bronze, silver and gold' or just offer one package.

We tested making one offer against giving the prospect three options and we found that the three option version dramatically increased the average pound sale. Most people selected the middle option.