Getting Traffic to Test Your Salescopy (stage 1)
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The importance of testing can’t be over-emphasized, and you want to test everything: your copy, forms, offer, and even price. For the purposes of this article, we’re going to talk about launching a new or revamped web site. Testing is just as important for direct mail, email, print or new media advertising, and sales presentations.
So, let’s begin by getting your site online. We’ll call it Stage 1.
- Test response with 1,000 visitors.
- Make one change to your copy, form, or offer.
- Test with another 1,000 visitors.
- Which ever version makes the most money, wins. That version becomes the new baseline for testing.
In an ideal world, you would keep the testing cycle going until you got the best response possible. In the real world, what works today may not work tomorrow, so you need to stay on top of your traffic and response rates.
It’s a brand new site. Getting 1,000 visitors will take forever!
You need traffic to test, and the fastest way to get targeted traffic to a new site is to use Pay-per-click (PPC) advertising.
- Use highly targeted keywords to keep your costs down
- Bid high enough to get into the top 4 positions
How many keywords/phrases? 50-100!
The #1 mistake is not using enough keywords.
How much to pay per click?
Total Net Income ÷Total Unique Visitors = Total Visitor Value
- ROI should be 2-3 times what you pay per click.
- Periodically re-evaluate.
- Track performance of keywords.
- Never tell anyone the keywords that make you money!
- Place different ads for each product you sell.
- Link each ad to the page where the product is actually sold.
- Pre-qualify people with ad copy.
How is your PPC ad ranked?
Cost per Click × Click-through Rate + Quality Score
Split test your PPC ads (Google Adwrods makes it easy) to determine what works best. Once you’re satisfied with the response you’re getting, you’ll be ready for Stage 2, the Rollout.
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