There is plenty written on the techniques and methods to
increase sales. But which ones do you pick to see if they
will work for you? Will different methods produce the same
results, different results or no results at all?
Many web site owners make the big mistake of trying the
"latest" and the "greatest", thinking that they will see the
advertised results or at least a high percentage of it.
They may see an increase or just as likely see a reduction
in their current figures.
When you test and track you can be sure you'll know the
answers to the questions just asked. In Step 2 we discussed
how to set up the split test and what to track. Now we'll
look at the different things to test and track.
Step 3 - What To Test For Better Conversion
Your website sales copy contains many elements you can
test... sometimes an overwhelming amount. You can even test
multiple elements at once. But let's keep this simple and
start with testing the most important critical element of
your web site copy... The headline.
1. The Headline
Your headline needs to pull in your potential prospect to
read your copy. If the headline doesn't work, you can forget
about them reading the rest. They will click their
mouse button and head off to another site. Sometimes
changing just one word can increase sales exponentially. It
can also create the opposite effect. If you test nothing
else but headlines, you'll pull way ahead of your
competition.
2. Different Pricing
Did you know... sometimes a higher price can outsell a lower
price? Testing will also show you what your market is
willing to pay for something.
3. Graphics
Should you put a fancy header graphic on your web sale site
or not. Run a test of your sales copy... one without and one
with the graphic.
What else can you test? This list will give you some ideas:
Guarantee, Payment plan options, Pop ups, Sales copy length,
Bullets, Thank you page, Order page, Bonus offers etc.
The list can go on... your headline remains the most
important item. Start testing there... change one word, test
the color of the words, test the color of selected words,
two completely different headlines, test the font. Use
the formula from step 2 to find your conversion rate of each
test.
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A couple questions I often receive about step 2: "Tina, my
site receives very little traffic. Should I still do a split
test?" and "If I do a test with my lower traffic site, won't
I get inaccurate test results?"
Two excellent questions... Yes by all means you can begin a
split test even if own a low traffic site. In fact, test
becomes even more important because you want to make the
most from that traffic.
Step 4 will cover testing secrets for lower traffic sites
including how to read and interpret your test results.
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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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