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Title: Internet Marketing Secret - How to Double Your Sales Overnight
Author: Mike Adams
Article:
What if you could double your sales overnight by applying just
one Internet marketing secret?
One of the greatest secrets of direct marketing is that it is
scientific. With many forms of advertising, you cannot tell
which ad or marketing campaign produced the results. But smart
direct marketers know exactly which ad or sales letter produced
what results because the results are tracked and measured.
Direct marketers have a secret they have been using to double
their income - or more - for a hundred years. And when this
marketing secret is combined with the power and speed of
Internet marketing, the results can be phenomenal. It is not an
exaggeration to say that you could potentially double your sales
overnight with this one Internet marketing secret.
What's the secret? Split testing. This is done by using a "key"
to associate a sale with the ad or sales letter that produced
the sale so that you can measure the results. In a print ad, you
might provide a phone number with an extension. The extension is
actually the key. You would have two ads or sales letters, each
with a different key, and would then track the results using
their respective keys. Internet marketers typically use tracking
software to associate a key with the resulting sales, although
it can be done as simply as having two sales pages and tracking
the sales from each.
For accurate results, you need a test that is big enough that
you can rely on your statistics. For example, with a direct mail
sales letter this is generally considered to be a mailing of at
least 1000. Internet marketers can substitute 1000 page views.
Either way, once you know what results you can consistently
expect from an ad or sales letter, it becomes what direct
marketers call your "control." You always need to have one
control that produces known results. Then you can test other
versions against the control to see if you can consistently beat
the results of the control.
Suppose that you have a Web sales letter that consistently
produces an average of 10 sales for every 1000 times the page is
viewed. This is a 1% response, a figure that is often cited as
average for a direct response sales letter.
Now you need to test one variable at a time to see if you can
increase the percentage of sales. For example, you may want to
test the sales letter with a different headline, a different
graphic, a different price, different bonuses, different text,
etc. But always only test one variable at a time. Generally, the
headline is considered to be the most important element to test
first.
What you want to determine is whether any change in a single
variable will consistently produce a higher response. The payoff
can be quite significant. Imagine if a different headline was
determined to produce a 2% response. That doesn't sound like
much of a change - only 1% more. But this would double your
sales! Instead of making 10 sales out of a thousand, you would
be making 20 sales.
This is a very realistic scenario, so you always want to test
against your control. The better your control, the more tests
will fail to beat it. But once you find a sales letter that
consistently beats the control, then you make it the new control
and continue with testing another variation of the headline or a
different variable. Perhaps you might next test whether the
color of the headline makes a difference. Suppose that changing
the color of the headline resulted in another 1% increase in
sales to a 3% response rate. This would be another 50% increase
in sales and would be triple the number of sales averaged from
the original sales letter!
It is very easy to be complacent with a working sales letter and
not test further, but this can be a costly mistake. Any change
in a variable could result in higher profits. For example,
suppose that you determined that you consistently had a 1%
response rate when selling your product for $97 but a 2%
response rate when selling the product for $67. For every 1000
page views, you would make $970 at $97 per sale but $1340 at $67
per sale.
Always track your response rate, always keep split testing
against your control looking for a new control, and always
consider the bottom line - your net profit. Many tests will fail
- they will not beat your control. But once you have a
successful test that consistently beats your control, you will
likely have significantly increased your income. Without split
testing, you will never know how much money you are losing. But
with this Internet marketing secret, you can potentially double
your sales overnight.
About the author:
Mike Adams has been marketing on the Internet since the early
1990's. His latest project is Gigantic Resale Rights.com. As
part of the launch of Gigantic Resale Rights.com, Mike is
offering our readers several FREE <a
href="http://www.gigantic-resale-rights.com/"
target="_blank">Master Resale Rights Packages</a> at:
http://www.gigantic-resale-rights.com/
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