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You can increase your sales by 10%, 20%, 50% or even 100% and more by
testing. If you talk with any marketing expert they will tell you that testing
is the single most important thing you can do to improve sales.
If you're using pay per click (PPC) advertising do you know how effective it
is?
One of the free services we provide at eCOMpal is ad tracking. You can see
all your ads, from all your different sources, like Google and Yahoo, in one
place. You can see how many click throughs you're getting from each and and the
closing ratio from each ad. In addition, you can see the abandoned carts for
each ad. Abandoned carts are important because it let's you know how strongly
you've grabbed their attention in your sales letter.
Another thing you can do with Ad Tracking is split testing. I'll get into
more detail about a testing method that will blow your mind in just a minute.
For now, let me tell you a bit about A/ B split testing. If you've been
involved in marketing for any length of time you know that it's all about
testing. You create a sales letter, that's called a control, and then start
testing different features of the sales letter. You leave everything the same
except, for example, use a different headline. Each visitor sees either headline
A or headline B. After hundreds of tests you measure the result and pick the
headline that produced the most results.
One interesting note, is that if you increase your sales by, for example, 1%
you probably are increasing your profit by much more than that. Let's say you
currently have a 1% conversion rate. That means out of every 100 visitors 1
purchases your product. If you product sells for $100 and you're paying $50 for
the clicks your profit is $50. Now, if you improve your conversion to 2% you've
doubled your conversion, but you've increased your profit by 300% from $50 to
$150. You're still paying the same $50 for the clicks the additional sale is
pure profit.
By the way, results aren't necessarily sales. The could be signups for your
newsletter, sales appointments, or requests for brochures.
You can set up two different sales pages and eCOMpal's Ad Tracking will
direct your visitors to Page A and Page B alternately. It tracks how many clicks
per page, how many sales per page and how many abandoned carts per page. You can
see at a glance which page is the most effective at getting the results you're
looking for. Let's say, for example, that Headline B was the most effective. So,
the sales letter with Headline B becomes the new control. Then you create
another page with something different, like another headline, or a different
price, or different body copy. Anything that may have an effect on the
conversion.
When a person clicks on your ad and comes through the eCOMpal ad tracking
system we put a cookie in their browser. This serves two purposes:
- If they leave before purchasing and come back at a later time, we show
them the same page they saw the first time so you have an accurate track of
which page is working.
- When they purchase the sales is linked to the specific page they
purchased from.
You'll find it's very easy to set up an ad campaign and pointers to the
page(s) you're testing. There's a link that you copy and paste into the link for
your ad campaigns at Google or Yahoo, or any of the other pay per click sites.
Now let me tell you about something that will blow your mind. Here's an
introduction to Taguchi testing that will change
the way you look at sales testing
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