Click Thrus – when a person clicks on your website ad or link and goes to the respective landing page, (difficult, relative and attractive ads need to be written)
Do you use split tests of your AdWords ads? www.splittester.com
Do you use multivariate testing software? They contain in-built statistical analysis
Do you test things that your usability testers told you to change.
Is your message straight before you start?
Have you ranked the top 5 points you want to communicate to your visitors?
Do you test everything?
How do you define how long visitors stay on separate pages of your site? Use google analytics
Have you considered geo location of visitors?
Have you analyzed the most active hours and days that your customer visit and purchase from your site (considering your time zone). Use google adwords to block times that are unproductive for phone sales and weekends.
Do you use live chat? Sometimes it’s helpful, but sometimes it can slow your web page load time.
Do you use multivariate tests offered by optimost, offermatica, maxymiser, vertset, kaizentrack?
Do you use time split tests If your orders go up and down based on day of week, month of year, etc
Do you use web analytics? Use google analytics
Do you check your log files to check customer behavior?
Do you let the customers decide what works best on a website?
Do you think of your business as a constantly shifting experiment?
Do you use Google Website Optimizer?
Do you test your company’s strapline, your headline, your introductory text, your offer, your guarantee, your picture, your readability, your usability, your navigation, your call to action, your products, your pricing, your offers, your premium, your testimonials, your “call to action”, your site layout, your returns policy, etc?
Copy what works for others (within limits). In particular, copy companies that appear to be tracking and testing. You can spot them because they are using the techniques in this list.
Copy the techniques that have been developed by people who have been testing for decades: that is, copy direct response advertisers? The internet may be new, but your visitors aren’t, and direct response advertisers have been running split tests to find out what works for about a hundred years.
It’s easy to spot their ads in magazines, newspapers and direct mail – they have tracking codes and coupons on the bottom corner. And they tend to look a bit ugly, (ugly sells, unfortunately.)
Place bets with your colleagues as to which of your test samples will win. You’ll be amazed at how often you are wrong. Only the top few percent of marketers appreciate that it’s impossible to always spot the winner. Race to become one of them. Don’t try to outsource this: this is the most important job in your company. You have two options: do it in-house, get experts in and do it in-house No passing expert will ever know enough about your business to be able to do it as well as you could. Use that to your benefit.
Have you become your company’s best salesperson?
Do you understand that only person-to-person selling will teach you the reactions of prospects to certain types of argument and approach? It is by far the quickest and most effective way of finding out what appeals to your prospects and what doesn’t.
Have you tested your website on real people?
Are you worried about temporarily lowering your conversion rate during a test? If a test is a failure, you get one bad day of business. If a test is a success, you get a lifetime of success.
Don’t end the test too soon! Make sure you have enough data! Some people say you need to test for two weeks. Some people say you need to collect at least 30 orders. Some people use “gut feel”. They are all wrong. The only correct answer is to use the right statistical tool.
Have you identified the weak links in your marketing funnel? Map out a brief overview of your marketing funnel, from advertising all the way through to closing the sale. This includes your advertising, your sales force, your homepage, your product pages, your checkout pages, your order confirmation page, your call center staff, how the package is sent out? This will help you to identify which step has the most scope for improvement. That’s the step to start working on.
You will probably find it’s the step that you had forgotten existed, or that no-one in your team knows anything about. Perhaps it’s the step that everyone thinks is “someone else’s problem”.
What’s your unique selling proposition (USP)? In other words, what makes you different from or better than all your competitors?
Have you ever tested your USP against possible alternatives? Consider all the different types of people who might view your site, try to write for all of them. You might find it easier to create customer types for this.
Do you identify which products bring you the most overall profit? They need to be aboce the fold so. a customer won’t have to scroll down to see it. The left side should be best.
Headlines are extremely important. If your visitor doesn’t like the headline, they won’t read any further. Express your main message in a headline that are worded in terms of benefit to the customer, not in terms of product features. Suggesting that the person will get the results with ease. Make your promises believable.
Have you imagined a customer looking at your headline and asking “Why should I care about that?” The way you would answer their question is likely to be worded in terms of a benefit.
Have you realized that the strapline under your logo will be viewed almost as much as the headline? Make sure it clearly expresses a distinct USP.
Have you tested odd-pricing? Odd pricing is prices that end in 9’s and 7’s, which tend to sell better.
Have you tested different offers?
Have you divided your product or service into a standard version (for the prospects who are price-sensitive) and a premium version (for the ones who aren’t)?
Have you tested different premiums? Bonuses they get if they order. Examples include free reports, gifts and accessories.
Have you added a guarantee or test different ones? Start with the bravest guarantee you dare test. And if it works, test a braver one.
Have you added testimonials from happy customers? Video testimonials are best.
Have you added testimonials from the media? If you don’t have any, try giving them free samples in exchange for reviews and feedback.
Have you developed a systematic way for collecting testimonials? Ask your sales staff to request a testimonial whenever they receive a compliment. Email your customers asking for testimonials.
Do you test different “calls to action”? The call to action is what you want them to do next. It is usually written on the ‘proceed’ button. Test direct ones such as “Buy Now And Get 10% Off” as well as indirect ones such as “Learn More”.
Do you make your “call to action” button nice and visible? Large brightly-colored buttons often convert better – they seem to draw the readers’ attention.
Do you test different reasons why the visitor should act promptly? For example, “offer ends Wednesday”, or “only 42 tickets left”.
Do you make the right stuff stand out? There are several ways to do this: using bold, italics, yellow highlighter
Have you considered a single-column layout allowing you more control over the order in which your visitors view your site? When a visitor sees your page, make sure the things they see first are the things you want them to see. This is one of the reasons for the effectiveness of those long pages in the style of single-column long sales letters; because they have more control over the order in which the visitor views the page.
Where do people look? Eyetracking studies have shown that visitors tend to look first at the upper-left-hand area of the page, then at your headline, then at the left-hand side of the page. So put your best features there.
Have you removed clutter? Imagine that every pixel on your page either increases the conversion rate or decreases it – or just takes up space. If you can get rid of things that aren’t working, you create more space for the things that are.
Have you put all the best stuff “above the fold”. A surprising number of your visitors will not scroll at all, so it’s best to make sure that the area “above the fold” has important info.
Have you decided what to feature on your homepage? Write a list of the things that your visitors are looking for. Chances are, there are between 3 and 5 things that most of your visitors are trying to do.
Have you shared the space on your homepage between these 3 to 5 categories, and assign all the rest to a small space for “miscellaneous” stuff.
Do you test different navigation structures?
Have you removed any distracting links that lead to places you don’t want them to go?
Does your site contain any useless links that you never really considered your visitors might actually click on?
Have you used a nice large font for your headline? H1 is nice for SEO but can look ugly.
Have you made the first letter of your body copy a large “drop caps” letter? Drop caps letters are effective in “bridging the gap” between the headline and the body copy.
Have you considered using your introductory paragraph in a slightly more prominent font size or appearance.
Have you tested different images? Most effective tend to be images of product, images of product being used, image of a “role model” character using the product, happy customer using the product.
Do you use attention-grabbing images only if they help to communicate your sales message?
Have you given your visitors the option to “zoom-in” to see a larger image of the product?
Have you put captions under your images and test them?
Have you used call-outs (that is, text pointing to particular parts of the picture) tend to be effective?
Have you used test violators, which are attention-getting shapes such as starbursts, ovals and banners?
Are your pages too long and require scrolling? Consider having your call to action button repeated several times on the page.
Have you considered putting your website in the form of a sales letter to get a higher conversion rate? . Test whether this would work for your industry. Typical features of a sales letter include a picture of the person writing the letter, an image of the writer’s signature at least one P.S.
Are you aiming to condense as many persuasive arguments and relevant information into as little text as possible? This will usually require more words than most websites currently use.
Do you use simple straightforward language?
Do you fill your body copy with benefits, not just product features?
Do you include all the information that a customer could possibly require in order to make a purchase? Note that it doesn’t all need to be on the main product page.
Do you you address all the common objections that your customers bring up? As preparation for this, you might find it useful to compile a chart of objections and counter-objections, then rank them in order of importance.
Do you test different font sizes to make your text more readable?
Do you test different font colors?
Near the end of the body copy, do you consider having a series of bullet points that summarize the major benefits?
Do you rewrite your article for people who skim read. Use sub-heads (that is, headlines dispersed throughout, like where I wrote “Body Copy” above) and bold to make sure the right things stand out?
Have you considered putting the start of your order form on the product page itself?
Do you use multimedia such as audio and video?