Part one of this series we explored 4 ways to increase your
sales. All 4 ways perform good but the second one
increasing, your conversion rates gave the best results with
less cost and effort.
Driving targeted traffic to your site means nothing if your
visitors take no action. If your conversion is very low, you
need a ton of ongoing traffic. When you focus on increasing
your conversion rate, you don't work as hard or spend more
money to make a sale.
What do you need to do to up your conversion rate? The
answers lie within the remaining steps, so let us go to step
2.
Step 2: The Most Valuable Marketing Technique
Every successful marketer uses this method and they consider
it critical to their business. Amazingly they don't keep it
a secret... most of us choose to ignore it without realizing
the value and difference it makes.
"You need to run a split test... Simple fact... you can't
improve something if you don't know what to improve. Let me
ask you... do you want to increase your sales with less effort?
Testing cost practically nothing. You need an ad tracking
program and a split test script. Most shopping carts come
with both. Split testing is so important, we give a split
test script to our subscribers.
It becomes a no brainer to implement split testing when you
realize what the results can tell you. You make changes from
the test feedback that can increase your sales or opt-ins by
1% or perhaps even double them. Does that get you excited?
Splitting Is The Easiest Way To Begin Increasing Conversion
Rates.
The Conversion Rate Formula...
Y divided X multiply by 100 = %Y represent the number of
people who took action X represents the total number of
people
Let's put this real life terms...
Joe owns Joe's Java Coffee Shop. He knows he could increase
the bottom line if he could sell more double mochas. Every
morning 100 people (X) purchase coffee. 20 (Y) of them buy a
double mocha. 20 divided by 100 =.20 multiply by 100 = 20%.
Joe's conversion rate for double mocha is 20%. Now if Joe
wants to double the conversion rate he needs to sell 20 more
mochas.
Joe determined his conversion rate base. You want to do the
same. A large sample works best to give the most accurate
number. Usually a good sample number is 1000 "unique"
visitors. Not page views, hits etc. You want "unique
visitor" since only one person is your potential customer.
This person may purchase more than one product but it's
still one person.
The successful internet marketer uses pay-per-click to send
visitors to the website fast. They want those numbers
ASAP so they can begin to make the most of their traffic.
They also need a controlling factor for their split test...
it could be the sales page, subscription form or whatever
else they want to test. Now they have both... an accurate
number and a control item to use for the split test.
Starting Your A-B Split Test
1. Two versions The web page copy of your base number
calculation is the control and a variation of that web page
copy.
2. For best results make sure the split test script evenly
sends traffic between the to two versions. A good split test
script will do this for you.
3. Measure the action from each split so you know which
version created the order. Ad tracking program will do this
for you.
4. Most people end the test too soon and end up with
inaccurate information. The best results come from large
sample size. 50 actions gives you enough data to make
intelligent decision from the results.
5. Endurance It won't happen overnight. An accurate split
test takes time. It depends on how often traffic comes to
you site and the action you want your visitors to take.
You are now ready to began split testing, but what will you
test? The next instalment, Step 3 will cover that.
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About the author:
Tina Valiedi is PR Director and Chief Editor at
MPStrategies Firm, a company providing super-targeted web
traffic to online businesses. Sign up for the Strategic
Traffic Tips eZine by visiting
http://www.mpstrategiesfirm.com today. |
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