In today’s hyper-fast, always-turned-on world, it’s easy to forget the basics.
Attract a hungry, buying audience.
Communicate a clear benefit-rich story consistently.
Make offers.
Deliver real results.
One of those basics that often falls to the wayside is simple A/B split testing.
Is headline A or headline B more effective at generating sales?
Sure, there are ways to do multivariate tests where you’re testing multiple options at once. Responsive search ads on Google are a great example of this. Google not only rotates the creatives you give them, but they will also vary the ads based on real-time signals such as the specific keyword phrase searched and the interests of the searcher themselves.
But testing doesn’t need to be complicated or scary.
It can be as simple as testing which of these headlines results in more sales.
If you’re in a competitive market, then it’s likely at least a few of your competitors are testing.
And if you’re not testing, they can soon leave you in the dust.
Test audiences. Test ads. Test landing pages. Test upsells.
Always be learning and adapting.
What new discoveries have you made in the past 30 days?
When helping a client, I like to look at their KPI’s (Key Performance Indicators).
If they’re running ads, this means looking at their clickthrough rates, cost per click, opt-in rates, sales conversion rate, upsell rates, etc.
If there is a number that is badly out of line, we start the optimization process there.
With a newer campaign, we almost always start at the beginning of the funnel. That means optimizing the audience and ads themselves. If we can improve the number of clicks while reducing the costs, then we often learn additional insights to use across the rest of the funnel.
For example, a client recently ran a FB ad that had generated a lot of clicks for low cost, but the opt-in rate was way too low (under 10%).
When I looked at the campaign, it was obvious that his landing page was incongruent. The message didn’t match the ads.
So, the first step to optimize was to change the landing page to better continue the story of the ads.
In this scenario, that meant changing the headline, the photos used, and the CTAs on the buttons.
At other times, we’ve tested headlines, lead magnet offers, design, or even testimonials at the top of the page.
After we improve the opt-in landing page, we’ll dive into the offer on the thank you page, the email sequence, and the upsells.
There are so many little profit levers you can pull on to multiply your numbers.
For example, here’s a tiny lever that has often produced big improvements. Several clients use a series of videos as their opt-in lead magnet. When a subscriber joins their email list, they receive content video #1. They’ll get a reminder email for this video the next day as well.
After this they’ll be given video #2 followed by a reminder for that video. Then video #3. Often video #4 is the main sales video.
Here’s the little tweak. Adding a link under each of those content videos directly to the sales video improves the numbers. Give subscribers an opportunity to ‘skip the line’ and buy at any time.
Combine this with an evergreen deadline sequence and you’ll boost the response even more.
Of course, that’s just a couple of little profit levers for one scenario.
There are many more in my bag of tricks.
My “21 Money Multipliers” course gives 21 ways to uncover profit multipliers hidden inside what you’re currently doing online.
Plus, it will show you how to scale your business from six to seven figures if you choose…
