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Testing & Tracking | Article #295 : TESTING AND TRACKING – PART 2

In this installment of testing and tracking, we’re going to go over the various things that need to be tested when you are promoting something on the Internet. This is a very long list but each item is very important. Leaving just one of these items out is leaving money on the table because you’re not getting the optimum results out of all the variables.

Let’s begin with our web page itself. There are so many elements to a web page that need to be tracked that many people don’t even realize them all.

Headline – This is the first thing that people see. Having a headline that doesn’t scream out to people and make them want to read on is literally killing your sales copy before it even gets started.

Opening Paragraphs – This is where you introduce your visitor to the product. You have to continue to build on the headline and keep them interested enough to read on.

Follow Up – This is where you usually put a form for people to get more information if they’re not sure they want to purchase right away. This gets them into your list and gives you another shot at selling to them.

Deadline – The deadline tells visitors that they only have so long to take advantage of this fantastic offer.  Some sites can get away with leaving this out and actually should. For others, it’s critical, especially with high end products.

Scarcity – This is where you tell people that there are only so many of these things available. This may or may not be true, but it’s a tactic that people use and it is very effective.

Delayed Payment Option – This is where you give your potential customer the option of actually trying your product before they have to buy it. This is a very effective device.

Price – This is a big one. The price can sometimes make or break your product. Too high and you discourage people from buying. Too low and they think the product has no value.

Upgrade – This is where you offer the potential customer the option of buying an upgraded version of the product. This is very effective if the upgrade price is just right.

Downgrade – This is just the reverse. You give the customer the option of getting a cheaper version of the product. Sometimes this is just what they are looking for and means the difference between a sale and no sale.

Good Until Canceled – This is an option that tells the person that they can use this service until it is canceled and that they can cancel any time.

The above items are the top 10 of our list. In our next installment we’re going to list the next 10 items and then we can start going into each of them in detail.

And I do mean in detail.

See you next time.

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