What Is Testing and Tracking?

You’ve heard a bit about testing and tracking, right? But you’re not doing it yet. And maybe you’re not even sure how it benefits you, and how (or why) you should start doing it.

Here’s the scoop…

Testing and tracking is the only way to find out what REALLY works when it comes to your sales pages, lead pages and ad campaigns. And it’s the only way to improve your conversion rates so that you can:

  • Build your list more quickly.
  • Get more people opening your emails.
  • Create more clicks on your links.
  • Generate more sales.
  • Sell more products on the backend.

When I’m talking about improving your conversion rates, I’m not talking about barely perceptible shifts. I’m talking big numbers that are going to make noticeable impacts to your bottom line this year.

For example, let’s suppose you’re testing your headlines on a $50 product. Let’s say right now your sales letter converts at 1%, meaning you make one sale ($50) for every 100 people who come to your sales page.

Now imagine if you can test and track your headlines until your sales letter converts at 3%. That’s very doable. Suddenly you’ll be making three times as much money – a whopping $150 for every 100 visitors who land on your sales page.

That’s pretty exciting, right? You can make more money and get a better return on your advertising investment without getting more traffic or raising your prices. Definitely worth your time.

Here’s how to do it…

Step 1: Get a Tracking and Testing Tool

There are a variety of tracking tools you can use such as:

  • Google Analytics, or the open source version available at Piwik.org.
  • Split testing tools such as SplitTestMonkey.com.
  • Tools built right into platforms, such as tracking tools in your autoresponder or in the Facebook ad platform.

If you can’t find what you need in the list above, then just run a Google search for “tracking and testing tools” or “a/b testing tools.”


Step 2: Decide What To Test

The next step is to figure out what you’re going to test. Obviously, you can test most anything. However, many marketers fall in the trap of testing factors that are going to have very little impact on their conversion rates.

Instead, what you want to do is focus about 80% to 90% of your time and efforts on testing that small handful of factors that are likely to create the biggest boosts to your conversion rates.

The two biggest factors include:

  • Your overall offer. This includes how you position your offer to your audience, the price of the product, and what all your offering in terms of bonuses and other perks.
  • Your headlines. Changing your headline can double, triple, or even quadruple your conversion rates. This includes headlines on sales letters and lead pages, as well as subject lines on emails.

Other factors to test include:

  • Your postscript (P.S.), since this is one of the most-read parts of a sales letter.
  • The call to action. This includes the text you use, as well as the graphical look of the order button or opt-in button.
  • The overall design of your web page. First impressions count. If your web page doesn’t look polished and professional, your prospects are going to back out without reading the content.
  • Video sales letters versus text sales letters. You can test video only, text only and video plus text together.


Step 3: Start Your Test

Once you decide what to test, then you need to hold ALL other variables constant while testing that one thing.

For example, if you’re testing headlines on your sales letter, then you can create two versions of your sales letter. The ONLY difference between these sales letters will be the headline. That way, you’ll be confident that any change in conversion rate is due to the headline, and not some other factor that you failed to control.


Step 4: Analyze, Tweak and Repeat

When you use a tool like SplitTestMonkey.com, you can set the “auto optimizer” function so that the tool runs your test and analyzes the result for you.

Once you have a clear winner, this becomes your control. You can then put your control up against another version. Once you get to the point of diminishing returns, however, then move on and test something else.

For example, if you’re testing headlines and you get to a point where you’re only boosting conversions by small percentages (such as 10%), then move onto another factor such as testing your calls to action.


Parting Thoughts

The bottom line is that testing and tracking is a great way to give yourself a pay raise. And it’s easier than ever, especially with all the powerful tools available to you.

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