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Testing & Tracking | Article #300 : TESTING AND TRACKING – PART 7

In this final installment of testing and tracking, we’re going to make some final changes for now and then wrap this whole thing up.

Hopefully, from this brief series, you’ve at least gotten some idea of what is involved with testing and tracking your sales page. There’s a lot more than this to it, but these basics should get you started. If you want to learn more, there’s a great book that I can recommend to you. I’ll get to that later.

Okay, let’s take a look at our list and see what else we can change with our site. Remember, we want to make changes that are logical. Change just for the sake of it can produce some horrible results.

Let’s look at our bonus items. We don’t have any. Why don’t we add a few? Okay, now the temptation is to add some bonus items and raise the price at the same time. Don’t do it. Add the bonus items first and then take a look a raising the price if the bonus items send your conversion percentage through the roof.

We decide to add 5 bonus books to our sales page. We then put it back out there to see what happens. That week we get 10,000 visitors and make 400 sales. Wow, that’s a 4% conversion. We had dropped from 3.85% to 2.81% when we raised the price but then by adding those bonus books we raised the perceived value of the package itself. People are now buying more.

Now we have to make another decision. Do we mess with the price again? Do we raise it now that we know that the bonus books added to the perceived value? We’re making more money now than ever and even converting more, even more than when the package was only $29.95.

We decide to leave the price alone for now. Let’s see if there is anything else we can change that might improve our conversion percentage. We take another look at our page and what we’re offering. We don’t have an opt-in form yet for people to get more information before buying. What happens if we put one in? Will we lose those immediate sales we’ve been getting? Maybe we will. But maybe we’ll people to opt into our list and ultimately convert a percentage of those people that we wouldn’t have normally gotten. So we decide to give it a shot and include an opt-in form.

We run the campaign for another week. We’ve gotten 11,000 visitors that week, our most in a week’s time yet. Out of those 11,000 visitors we made 300 sales. Our conversion percentage dropped from 4% to 2.72%. Wow! But wait, we have to check some other stats.

How many opt-ins did we get?

Out of the 11,000 visitors we got 2200 opt-ins. That’s an even bigger wow. We built a list of 2200 people in 1 week. And you know what they say; the money is in the list. After a week of follow ups, we find that out of our 2200 opt-ins we’ve made 220 sales. So, from those first 11,000 visitors we actually ended up making 520 sales, which is a conversion percentage of 4.72%. So in the long run, by giving people the ability to get more info, we actually increased our conversions.

Okay, in real life, things may have not quite gone like this. Everything we did might have ended up being a disaster. But the point is, whatever happens, you react accordingly. If making a change brings a negative result, then put it back to the way it was and try something else. That is what testing and tracking is all about.

If you want to read a great book on this subject, here’s one that I am sure you are going to love.

TESTING AND TRACKING REPORT

I hope you’ve enjoyed this series and I hope you’ve learned something from it. Testing and tracking is a lot of work, but it’s worth the effort.

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