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Here’s another video on Google Website Optimizer — covering some of the best things you can test on your e-commerce website. Testing is a “garbage in, garbage out” process. That means if your ideas of what to test are bad, you’ll get bad results. But if you’re ideas of what to test are good… the sky’s the limit!
The better your test input, the quicker your profit boost will be.
This video can be used as a yardstick to measure your testing ideas against — and you can know with certainty what you’re testing has the power to bring results, quick.
It features Tom Leung, Google’s Product Manager for Google Website Optimizer, plus Bryan Eisenberg from FutureNow and GrokDotCom.
The video shows you a number of different options that can be tested to increase your web page and landing page conversion rates, including:
Where to start for maximally profitable testing.
Two simple things you can identify about pages on your website, to decide in seconds which pages can be turned into the most profitable tests.
“Idea Spectrums” you can identify for testing — and where to place your test inputs on the spectrums to get the biggest bumps in conversion.
Easy experimentation ideas.
Best practices in scientific advertising and marketing experimentation.
A bigger strategy for testing — why “thinking big” when testing will give you the most long term growth.
Four types of buyers — including how quickly they make the buying decision, and whether they use a logical or emotional appeal.
What people look at when they hit your web page — knowing this will tell you exactly what to test first.
The hierarchy of optimization, and why persuasion should be one of the last things you think about testing on most websites.
Five formulas for online marketing success.
How decreasing “flashiness” can increase your profits (expensive web designers — beware!).
Three easy headline tests that could boost conversions 50% or more.
Twelve website copy tests that can actually make a difference.
The point in the buying process when your prospect is the most fickle — and how to build confidence and close the sale.
Eight variables contained in just the “Add to Cart” button.
How “The Golden Rule” applies to testing your marketing.
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I’m in an interesting mood this morning — kind of crabby because of the little stuff in life that gets you down, but also completely uplifted because of an email I got.
It’s what Joni does… what she represents… the example she sets… that’s truly amazing.
Joni’s got kind of a bum rap in life — a number of health issues have kept her from getting out and living the same life most of us un-gratefully enjoy (I’m guilty too). But now she’s turning that into something magnificent. She’s helping others who’re stuck at home due to physical limitations to succeed as entrepreneurs.
She’s teaching others about the enormous amount of work-at-home opportunities available — particularly those what work well for people whose physical abilities have been limited for whatever reason.
As a thank you, I wrote her an email about how she made my day better (and in response to a complaint about the level of hype out there, I included a little how-to on destroying the perception of hype in your marketing):
Wow Joni — you’ve really brightened my day!
Your story, your challenges, and how you’ve worked within those to create great things in your life — it’s amazing.
This morning I was feeling like crud, for those little things in life that are trivial but that can put you in a down mood if you let them. You let me know that I needed to pick my head up, look at the good things around me, and be thankful for that. And to find ways to work within what I’ve been given to make my life better.
And you did that all in just a couple quick minutes — without even intending to!
There are a lot of people who given your same set of circumstances would let the world beat them down (I know many of them). But you didn’t — and now you’re passing on that grace and grit to others through your work.
The whole world needs a little bit of Joni!
As for the hype — the world is overloaded with it! I agree! Many writers — for a lack of decent sales skills — just try to yell and scream to get their point across. They can’t recognize the difference between excitement and yelling at people.
If you have an exciting story to tell — don’t be afraid to tell it in an exciting way.
Also — the ultimate hype killer (and this is a big time marketing secret) is proof. If you’re able to unequivocally prove any claims you make, then you’ll never be seen as a purveyor of hype. You can do this by giving away free info, demonstrating your claims, and through a whole host of other methods — your creativity here will pay off in spades.
Well, I won’t let this run on too long. I look forward to hearing about your successes into the future — and I hope I can be a small part of them.
Roy
I hope, if nothing else, you’re inspired by Joni. And that you’re a little more thankful for the good things in life.
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