Creating an
effective sales letter page is an essential part of
your online success. However, unless you're testing
and tracking each critical element in your sales content
and your sales process, you may be losing a great deal
of time and money.
You can dramatically increase your sales conversions
simply by taking the time to test and track your results.
Not only will testing and tracking enable you to determine
what's working and what's not, but it will also help
you to focus your energy on the techniques that produce
results.
When testing, keep in mind that, a technique that produces
results for one person or one website may not produce
results for you or for your website. There is no one
size
fits all technique that works for everyone. You must
develop your own style and technique and test your results
to determine what works for you.
So, what are we measuring? Well, you may think that
I am over simplifying matters here but I believe that
there is only one real measure and that is simply the
outcome of
your visitors' decision when faced with a choice. Whatever
your most wanted response is your visitor will either
say yes or no. Every decision, or call to action, that
you want a prospect to take must be tracked.
The result of that tracking will be a yes or a no. When
you know that a specific number of visitors took the
desired action, and the remainder did not, you can analyze
your
results. If you take the total number of unique yes
calls to action, and you divide them by the total number
of unique visitors to the web page you will know your
conversion rate. For example, if 1,000 people visit
a web page where you have an ezine opt-in form, and
30 people opt-in, your conversion ratio for that opt-in
form is 3%
(30/1000).
So what parts of your web page should you try to improve?
Here is a list of web page elements that you should
focus your attention on:
1. Headline
2. First few paragraphs
3. Follow up
4. Deadline
5. Scarcity
6. Delayed payment option
7. Price
8. Upgrade
9. Downgrade
10. Good until cancelled
11. Guarantee
12. Immediate back end sale
13. Bonus items
14. Reposition your offer
15. Alternative colours and graphics
16. Readability
17. Complementary product endorsements
18. Header graphic
19. Order page
20. Payment process
21. Navigation links
22. Everything else!
When you are testing and tracking make sure that you
only work on one element at a time. If you change two
variables and you see an improvement in conversion ratios
you will not be able to identify which one factor made
the contribution.
You should also bear in mind that some changes may result
in poorer performance; you may get less sign ups to
your ezine or less people buying your product. This
is not a failure it simply means that you have discovered
a tactic that doesn't work for your audience or your
product. one final point, be patient.
The expert statisticians will tell you that you need
at least 25 actions for a test to be statistically valid.
That means 25 new ezine subscribers or 25 sales. Anything
less
than that and your test results will not really be accurate
enough. In fact the more results the better, you should
consider 25 to be the absolute minimum and aim to get
30 to 40 if you can.
By:
Hamoon Arbabi
Source: http://homebusiness.nexuswebs.net/ |
