Archive | October, 2019

Even the smallest changes can sometimes result in the biggest increases to your conversion rate. Take the headline split test, for example. Headline A, B and C are tested against each other. Headline A converts at 1%, Headline C converts at 2.5%, and Headline B converts at 4.9%. Hmmm, which one should you pick? The choice is obvious, you go with Headline B.

But what if you hadn’t split tested? You would never have known. Just imagine: You write a terrific headline, which happens to be Headline A. It looks like a sure winner, so you don’t bother to test. And sure enough, it converts at a respectable 1%.

BUT, if you had tested, you would have chosen Headline B. And for every 100 people who hit your site, you would have made 3.9 more sales. If your product sells for $47, that’s another $183.30 you would have earned for every 100 visitors. But you didn’t test, and so you didn’t know, and so you lost thousands of dollars. Ouch.

Testing might seem like an irritation, but there are few things that can pay off as handsomely as a simple split-test.

That’s why I’ve made a list of things you might want to test in your next sales letter or even in your next email. I’ve left out the common things like headlines, pre-headlines, sub-headlines and calls to action. You already know about those. But have you thought about testing these?

• Various bonuses tested against each other and against no bonus
• Person next door tone versus formal business tone
• Header versus no header
• Placement and look of testimonials
• Adding more images, arrows, underlining, etc.
• Adding/changing the text underneath the images
• For low priced items – Placing the price at the top (beginning) versus at the bottom (end)
• A soft sell versus a hard sell approach
• Adding more call to actions throughout
• The design of the page itself
• Wording directed to your best customer versus more generic copy
• Changing the color scheme
• Changing the color or text on the order button
• Variations on your product image(s)
• Variations on your product image size
• Variations on your product image location(s)
• Renaming your product
• Focusing on benefits versus focusing on the pain of no solution
• Placing bullets closer to the beginning versus further into the page
• Focusing on one major benefit versus a laundry list of benefits
• Having all copy or video on one page, versus using steps with a progress indicator
• A trial offer versus asking for the entire sale up front
• Sales – a percentage off versus a dollar amount off
• Coupons versus sales
• And perhaps the most interesting of all: Using dark emotions like jealously or revenge to get the sale [“You know that snobby woman at your child’s school who thinks she’s so terrific? Right now she is praying you NEVER get this program, because if you do you’ll lose that weight and look ten times better than her. Imagine how envious she’ll be then!”] Heh heh.

Mind you, this list is to get you thinking and moving in the right direction. There’s no way you’re going test all of these things unless you’re a compulsive profit-seeking entrepreneur who can’t rest until you’ve got the most finely tuned sales presentation in the history of the world.

For the rest of us, pick and choose what you test. If you haven’t already, start with the basics like your headlines and calls to action. Then choose something from this list and see if you can’t boost your conversion rate even higher.

To stay motivated, do the math to find out how much more you will earn on every 1,000 visitors for every tenth of a point you increase your conversions. Write this number down and post it where you’ll see it. Then every week, or every day if you’ve got the traffic, test something new. There’s no easier or faster way to give yourself raise after raise than continually split testing.

Alright, some of you are going to say I’m over simplifying and others will simply disagree, but after years of being super serious about my business, here’s what I’ve discovered:

Everything in life – EVERYTHING – is actually a GAME.

You know how you sit down with a few friend to play cards or a board game, and there’s always that one person who takes the whole game WAY too seriously? They’re getting mad and frustrated when things don’t go their way, they’re celebrating like it’s New Years when things go right, and half the time they can’t even follow the conversation because they’re too busy concentrating on the game.

Yeah, that person.

Well guess what? I’ll bet you that when it comes to Internet Marketing, you are that person.

If you’re taking every decision so seriously, then it might as well be life or death. Exactly how should you word this email? What color should your header be? Should you promote this product at 6a.m. on Tues, or at 9a.m. on Wednesday? And so forth.

These are choices that should take seconds.

Yet I was agonizing over each one like it was a declaration to declare war.

I thought I had to nail every decision and make it all perfect. Nothing could be left to chance. If it took me a week to decide something, it’s because that’s how long it should take.

Wrong.

Now I flip a coin. Seriously. If I need to make a decision – but based on all the facts I have I can’t decide – I flip a coin. Sort of like rolling the dice in a game. Because you know what? It’s better to take the wrong action than no action at all.

Sure, fast decisions can turn out to be bad ones. But guess what? So can slow decisions. But no decision at all? That will get you nowhere, fast. Every kid who rides a bicycle can tell you that it’s far easier to change direction once you’re moving. But if you’re sitting still on that bike, you’re not going anywhere.

And the long term difference between good and bad decisions isn’t even in the decision itself, or the results it produces. Instead, the difference is in how you react. If you make a bad decision and then confine yourself to bed for a week, that’s not going to help.

But when you play marketing like a game, a bad decision is simply telling you to move in another direction. You shrug off the bad choice, glad that now you have more information to head in a better direction this time.

Laughing at your bad choices is a good idea, too, because it’s a game. It’s all a game. LIFE is a game.

If you’re down two goals in football, do you over think what to do next? No. You get the ball and start moving it down the field. If you encounter something new and surprising in a video game, do you shut it down? No, you try different things and see what works. At most you pause the game, go online and find out what to do. It takes you 5 minutes at most before you’re back in the game, fully armed with the knowledge you need to win.

Any difficult obstacle you face can be thought of as a game. And just shifting your mindset to game mode can make all the difference.

I had a friend years ago who went to military boot camp. He looked at the whole thing as a game, and afterward he reported that boot camp was one of the easiest things he ever did. Other people in his camp took the training so seriously, they were literally getting sick from fright. Same boot camp, two different mindsets.

I had another friend in the U.S. who was facing an IRS audit. Scary stuff, and let me tell you, he was deeply frightened and ready to do anything – including signing over a big check – to make it go away. Then he changed his outlook. Now instead of quaking in fear, he declared, “It’s a game, me against them. Let’s see how we can win this.” His fear vanished, he took action, and at the end of the audit the IRS paid HIM.

Do you want start an online business? Launch a new product? Approach 25 gurus in the next 25 days? Make it into a game and 4 things will happen:

First, you’ll relax – and people do their best thinking when they’re relaxed.

Second, you’ll have fun – and people do their best work when they’re having fun.

Third, you won’t feel stressed – at least not the negative kind of stress – and you’ll literally live longer and be happier.

Fourth, when it’s all done and regardless of the outcome, you’ll be eager to do something else because you’ll want to have even more fun in your game.

“Yeah, but this is serious business and I’m a serious person!”

Really? Or is that simply how you choose to look at things and who you choose to be?

Life is a series of choices, and one of the biggest choices we make is deciding how to frame what we’re doing.

Me, I choose to make it a game – one I can’t wait to get up and play each morning. A game that just happens to also make me money. Lots of money.

How about you?

You’re about to promote a big launch of a new product, but here’s the thing: You know there are many, many other affiliates who are going to promote this launch, too. And obviously some or maybe most of the people on your mailing list are also on at least one other list that will be promoting this launch.

So how do you make the sales, rather than your competition?

One way is to offer a great bonus. Let your list know ahead of time that if they buy from you, they’ll get the bonus.

Another way, and one that doesn’t involve fancy bonuses, is simply to mail first.

Most launches announce ahead of time when they’re going to go live. If you’re going to be away from your computer at that time, then you can schedule your email to go out at the time of the launch. It may or may not go out at exactly the right time, and sometimes launches can be delayed. So the very best method is to send the email yourself.

Simply write your email ahead of time and get it ready to send. Then continually refresh the sales page until you see it go live, and then immediately send out your broadcast. The reason you want to refresh the page rather than rely on the product seller to email you is because sellers tend to mail to their own list first, and then notify their JV partners. This way they get to make more sales themselves by being the first to email.

Refreshing the page so you know the moment the promotion goes live will get you more sales by being the first to mail. And if you’re willing to mail several times, you’ll get even more as people who were on the fence decide to get the product.