Recently, I stumbled upon a piece of quote on Twitter which couldn’t state it any nearer to the truth:
The modern marketer is an experimenter, a lover of data, a content creator, and a justifier of ROI.
Most amateur marketers miss this. In countless naive attempts, they launched campaigns after campaigns without producing results. Well, they do product result, but they did nothing about it, when they should be relentlessly testing, tweaking and optimizing their campaigns.
Testing is the keyword here. And what the Conversion Legend, Eric Graham taught me is that most people are too lazy to do some testing, and that’s why people who make testing a habit have such an unfair advantage over other marketers on the internet.
And in this post, I’m going to share with you some of the gold nuggets that Conversion Masters such as Eric Graham charge thousands of dollars for.
TRAFFIC VS. CONVERSION
Most marketers nowadays are crazy over ‘penny traffic’. Who doesn’t like penny traffic? They’re so cheap, they bring hundreds of clicks in a matter of hours.
But the smart marketers will make sure of one thing before they drive such traffic to their funnel. They will create several different versions of their funnel to TEST with such traffic, so that they can optimize their funnels by eliminating the version that convert less.
The point is, they care about the conversion more than the penny traffic. By the way, don’t get me wrong here. Penny traffic is cool. It brings in visitors so fast, it’s unbelievable.
But consider this scenario:
Let’s say you have two marketers, A and B, who can drive 400 clicks to their sales funnels in a day with penny traffic, paying only $20.
Let’s say A’s funnel conversion (click to buyer) is 4%, and B’s funnel conversion is 6%. That means with 400 clicks, A is able to get 16 buyers, whereas B gets 24 buyers. If both of them are selling a $20 product, A would have earned $320, whereas B $480.
Now we see that at 2% difference in conversion rate, B is able to earn 50% more than A. What a difference!
Can you imagine what you can do if you can drive your conversion rate to 10%?
You would have made $800, and made 150% difference with marketer A with only 6% difference in conversion rate!
So how do you reach a higher conversion rate?
Test, test, and test, my friend!
As Eric Graham said, if you make testing a habit, you would have such an unfair advantage over your competitors, because you would be making much more for your money’s worth.
3 MAIN AREAS OF OPTIMIZATION
Just a word: These 3 major areas of optimization applies everywhere across your funnel, whether it is on your squeeze page, your thank you page, your sales page, or even in your emails.
So here it goes:
1. Your Headline
I can confidently say that your headline can make up to 50% or more of the difference in your conversion rate.
In my own squeeze pages testing, for example, I have been able to increase my opt-in rate by 400% just by changing the headlines alone.
In fact, the first test group should be about pitting headlines against headlines. You should set a conversion goal for your headlines before you test other things.
In my own landing page testing, I try to get at least one of my headline to convert at 50% or more, before I move to testing other elements.
2. Call To Action
The next thing that you should be testing is the call to action. After the headline, your call to action is the next most important element that affect your conversion rate.
Usually, from what I found from my own testing, your call-to-action should be written as if the prospects are making their own decision.
Things like “Yes! Let Me In!”, or “Yes! Send It To My Inbox!”. From what I’ve seen, this kind of Call To Action has been able to increase my conversion rate overall.
But again, you should be testing these stuffs yourself. In any case, if you can get your headlines and call to action to convert really well, your page can be said to convert at its full potential. The next minor tweaking would be the overall design.
3. Overall Design
They say you shouldn’t judge a book by its cover. Well, too bad, because people still do!
Nowadays, people like to be impressed, especially on the web. Animated landing pages (like this one), eye-popping templates, etc.
The best practice of landing page design is to keep your page clean and distraction-free. The headline should be eye-popping, and the call to action should be very easy to find.
Here are a few visual optimization testing that you should consider:
– The color of your headline.
– The font of your headline.
– The number of lines in your headline.
– The color of your CTA button.- The positioning of your CTA button.
People who make testing a habit will have an unfair advantage over their competitions.
I want you to leave this page with that knowledge in your mind. Once you get used to testing, you’ll learn so much about your audience and what they respond to.
Anyway, thanks for taking the time to read this article.
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