Traffic Conversion Primer
Increase Your Conversion Ratios by 35% to 85% In Less Than 90 Days
If you’re interested in increasing the traffic to your
website, you’re on the right track. But don’t stop
there! Yes, traffic is great, but if your visitors aren’t
converting into customers, it won’t do your bottom
line much good.
More importantly, even if you are converting a fair
amount of visitors into buyers, unless you’re
regularly testing the multiple variables of your
various marketing messages and landing pages,
we guarantee you that you’re missing out on easy
money.
Can you test all the variables on your website that can
effect conversion? Yes...with Multivariate testing but first, let’s talk about the traditional method of
testing, also known as “Scientific Advertising.” This
will help us answer the more immediate question,
“Just how important and profitable is testing?”
Scientific Advertising
Claude Hopkins revolutionized advertising with his
marketing handbook, Scientific Advertising. In it,
he explained that advertising need not be a
gamble. That we can scientifically track, analyze,
and guarantee profitability for any advertising
campaign—provided we test each element of the
marketing message to continually determine the
best version of a headline, an offer, pricing, and so
on.
To properly compare one element’s effectiveness
against another, advertisers would conduct A/B
Split Tests. These would provide two identical
versions of an ad or marketing message with only
one element altered.
So, if we were to test the headline first, we would
create two versions of the headline. 50% of the
recipients would receive the marketing message
with Headline A and the other 50% would receive
the one with Headline B
We would then take the better performing headline
and test it against yet another headline until we
were satisfied with conversions.
Next, we’d test another element, such as the
introductory paragraph, in the same way, and so
on, across all elements.
The Challenge With Split
Testing On The Web
Split Testing is considered a requisite for any
advertising campaign. However, few business
owners bother to test the marketing messages that
appear on their websites, their landing pages, in
their email campaigns, and product
descriptions/purchase pages.
One reason for this is that sometimes we forget
that our website is a sales channel—that every
word of text, every link, every image and even the
layout, color, and design, are all sales agents
responsible for selling our product or service
Therefore, we concentrate on driving traffic to our
website, accepting whatever conversions come our
way. We forget that we can systematically improve
our website’s sales conversions.
Now, the second reason few business owners test
their website’s conversionability is that the web
simply moves too fast. Many sites are now dynamic
with constantly updated copy, new offers, and
shifting markets or demographics
Scientifically testing marketing messages online is
nearly impossible when you are forced to test one
element at a time across a large enough audience.
By the time you know which elements work best,
that particular product or service is no longer being
sold, or your company’s messaging has shifted.
The Compromise
Businesses have found a compromise between the
low-risk/high-profit scientific advertising
methodology and just plain giving up. This is where
traditional website analytics come in.
Though a company would be hard pressed to
scientifically test and improve its marketing
messages, it could track and analyze its visitor
behavior to try and ascertain what its audience
wanted and how they would behave.
Such analytics are powerful, but they cannot give
us definitive answers that directly translate into
increased sales conversions.
This issue leads us back to Multi-Variate testing,
which we promised to cover…
 Contact Us for a Free Consultation
 Download Our Marketing Intelligence Assessment
 Return to Our Internet Specialist Home Page
|
