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Testing and Tracking to Profit
The purpose of business is earning profit and your sales page is your main source of revenue. Although your sales page cannot interact with a visitor by asking questions in the same way a sales person could, it does contain certain features that can be measured and adjusted for better conversion performance.
A sales page is very much like a long advertisement. Basic features of a sales page that are similar to an ad include the headline, claim, benefits, reason to buy, proof of satisfaction or testimonial, and calls to action. Split testing or comparing two different headlines say, in an AdSense ad to improve conversion, is relatively simple. However, a sales page is far more complex with more subjective content and greater size. This can make comparative analysis a very lengthy process.
The main difference is that the ad sells a click and that doesn't cost a visitor anything. Upon landing at the sales page, the scenario changes from free to asking for money. The visitor will typically proceed through a list of events that marketers call AIDA or Attention, Interest, Desire, and Action. The AIDA events can be quantified by time spent reading and the resulting action to leave or buy.
The best-case scenario would be software that can test by swapping out specific subjective parts of a sales page that compels a visitor to stay longer and read more. At the same time, the software needs to track the objective measures of how long a visitor stays and what action they take. So, the question is what can you possibly change to increase your sales conversion rate.
The answer is two-fold. One, you improve your ad click conversion rates and two; you improve your sales page conversions. So to do this we need software that can swap out multiple variations of sales page copy like the headline, claim benefits, reason, proof, and calls to action. Then we need it to track the multivariate combinations so that when we look at the AIDA results, the performance patterns will indicate which combination improved sales conversion most.
To summarize, you can improve your profit margin by decreasing costs in two ways. First, you can increase the value of your visitors by converting more of them once they visit your sales page. Second, you can get more visitors to your sales page by increasing the click conversion rate of your ads.
Testing and tracking software can be free or paid. Google for example has good free tools but they are limited to use with Google campaigns. Few tools offer a comprehensive combination of both. However, any tool also requires a good measure of experience to get the most out of them.
For online business builders and Internet marketers who are looking for ways to increase ad value, reduce ad costs, and take control of ad campaigns, then WebAdTutor.com is a very good choice. Web Ad Tutor offers a free start up package that shows you how to set up a cost cutting, performance enhancing Ad Lab using open source software.
Testing and tracking to profit is mapped out in the course materials. You have many choices to get into the advanced training and continuing education home study courses. Discover what WebAdTutor.com can do for you today.
About the Author Brian Hack is managing editor at the waymore.info Group who also contributes Internet analysis and business building experience to the Web Ad Tutor Project. Find out more about the http://waymore.info Group. Continuing education for building your business is located at http://www.WebAdTutor.com
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