Some of you may be skeptical about changing your website, some of you will not even give it another thought and some of you will test different strategies, headlines etc in a bid to maximise your conversion rate.
Guess who will be the most successful?
Exactly, if you’re not prepared to test different headlines, strategies and sales systems on your website you’ll never realise it’s true potential and I’m not just talking about small percentage increases here I’m talking about sales increases of up to 400%.
Think about that. What would a 400% sales increase do to your bottom line?
Now not all of your tests will yield rewards & some may actually reduce sales. The thing is not to think of these as failures rather think to yourself, I’ve successfully identified one strategy, headline etc that doesn’t work with the market I am targeting and move on to the next one.
So how do you test each of your changes?
Firstly, you need to have your tracking software in place.
Google analytics is very powerful, free and easy to set up. Most of you by now should have this up and running on your site, if not head over to Google and check it out.
Next you’ll need to know which stats to monitor.
At the most basic level you need to be tracking the total amount of unique visitors to your sales page each month.
Note: server hits & server requests do not tell you the amount of unique visitors, in fact, toady server hits and requests are pretty much useless to us for monitoring results.You also need to be tracking the total amount of sales and sales revenue generated by each sales page on your website.With this information you can calculate your website conversion rate and your average transaction price.
How to calculate conversion rate:
EG: 25 (Sales) ÷ 1000 (Visitors) x 100 = 2.50 (2.5% Conversion Rate)
How to calculate average transaction price:
EG: £1,200 (Rev) ÷ 25 (Sales) = 48.00 (£48.00 Average Transaction Value)
If you’ve not yet been monitoring, tracking & recording these statistics you’ll need to start right away and leave your website alone for at least 1000 visitors over a minimum of 1 month.
Firstly this will give you a good base line of how well your website is performing at the moment including all the peaks and troughs of the month with a suitable amount of visitors.
Secondly each and every change you make to your site should be monitored over the same period of time.
Now although we can monitor through the same period of time your traffic will vary slightly which is why you need to calculate your website conversion rate.Once you are consistently monitoring these results making and monitoring changed is simple.
However, (and this is important) only make one change at a time and then monitor the results over 1 month and at least 1000 visitors.
Why? Well the answer to that is simple.
Let’s say you changed your headline and at the same time changed your guarantee statement and your sales conversion rate didn’t change. What if your headline doubled sales and the guarantee actually halved sales or vice versa.
How would you know exactly what’s happened?
You wouldn’t, if you actually do this you’d think oh we’ll sales didn’t change let’s move onto something else, oblivious to the fact that you could be doing twice as many sales.
So it’s extremely important that you’re patient and make only one change each month and then monitor and track your results.
However, occasionally it will be glaringly obvious throughout a month that a change may be dramatically hurting sales, in this case simply put the change back and come up with something else. There’s no point in waiting an entire month if you’re noticing a huge difference in the wrong direction.
Keep to this system and test something new every month. I promise you’ll dramatically improve your websites conversation ratio. Especially as I’ll be giving you great strategies and tips over the coming months that have made huge differences to both our websites and the many clients we coach.
For those of you who don’t want to wait an entire month to cover a wide range of changes you can use “Split Testing”. This is where you monitor the sales and conversion rates of 3 or 4 sales pages at the same time. Whilst this is simple to do with information products or one page sales process systems it can be extremely difficult with multiple product or catalog based style websites.