Ad Testing + Taguchi

We also have the tools that allow you to do full multivariate testing, alias Taguchi Testing.  This means that you can test up to 15 different parameters simultaneously. The parameters can be headlines, body copy, fonts, subheads, offer, prices, and so on. Your imagination is only limitation to the parameters you can test.

You'll find the form that allows you to select the number of parameters and the number of variables per parameter. You can, for example, choose six headlines, three prices, three  fonts, two guarantees,  three subhead colors, three different pictures, three videos, and two offers. There are 15 different combinations of variables that you can choose from starting with 15 parameters with two variables per parameter up to one parameter with six variables and six parameters with three variables. The range of tests is amazing. The only difficult part is choosing what the right set is for your testing.

As a marketer you need to know how effective your sales are. One of the tools you get with eCOMpal is tracking time on page. What that means is you can see how long people are spending on your sales pages. You'll see, for example, that you had 100 clicks a page and 10 people immediately left, 50 people spent less than 30 seconds, 25 people spent between 30 and 60 seconds, 3 people spent between 60 and 120 seconds, and so on. Plus your sales for each page.  This means that in one place you can compare how effective your sales pages are, up to 18 of them.

You're going to find that we carry it a step further. You can download the time per per page for each keyword that was clicked on in your ad campaigns. What this means to you is you can discover the relationship between the keywords your prospects are clicking on and the time they spend on your sales page and the number of sales. This is very powerful stuff.

As an example, let me reveal to you how this saved me thousand of dollars each month and cut my Google Adwords spending by 2/3 with no effect on sales. I sell a construction estimating program to contractors. I was getting over a 5% click through ratio.  However, my sales ratio for the click throughs was not what I expected, or wanted, it to be.  Using these tools, I discovered that a lot of people on some of my keywords were immediately abandoning the sales page. Further investigation, based on the actual phrases they had type in, revealed that I was getting a lot of people that were not contractors even though the headline on the Google ad was "Estimating For Contractor". Based on their entry, they were looking to find out how much it would cost them for room additions and kitchen remodels which had absolutely nothing to do with my site! And, it was costing me a dollar and more a click.

Using this information I eliminated keywords and added a number of negative keywords. I was now making the same number of sales with 1/3 the original cost. That's POWERFUL!