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Marketing John Ritskowitz on 18 Oct 2007 11:21 am
Measure More Than Conversion With This Free Tool
Today I want to give you a free tool… one of my secret weapons for gaining a competitive edge, when it comes to learning what your website visitors REALLY want.
(That kind of insider information can send your sales through the roof.)
How’s that, you ask?
Well, you probably know that having an effective sales letter can make the difference between great sales and lukewarm, even downright lousy sales.
That’s a given.
And so most people try to write a better sales letter to boost their conversions.
The problem is, how do you know which parts of a sales letter are doing well, and which parts need to be re-written?
Aside from testing every single part of your page, it often becomes a guessing game. Rewrite this section and hope for a boost in sales or opt-ins. Change that paragraph, and see what it does to your conversion.
Even us die-hard testers sometimes need a push in the right direction, so we know WHICH THINGS to actually test!
Perhaps you’ve heard of the social bookmarking aspect of Web 2.0. What you may not realize is, Web 2.0 goes way beyond that. It really includes such things as interactive devices on your website that your visitors can play with and, well, interact with!
See, there are a few simple tools that can really tell you a lot about your website visitors. And once you know a little more about what they want, it becomes much easier to change your sales letter so you can better target their desires.
It also becomes as easy as viewing your stats to know what kinds of things you should be testing…to be well on your way to doubling and tripling your sales.
Hence, one of my secret weapons. It’ll allow you to measure just about anything. WITHOUT your web visitors having to click on anything.
For example, if you want to know how far down your visitors are scrolling, this tool will tell you. Without them having to refresh the page or anything.
If you want to know if a visitor types in some text or moves their mouse over an image, this tool will tell you that too.
In fact, with this tool you’re really only limited by your imagination in how you set it up to work.
It’s called the Interactive Tracker (iTrack), and now you can tell what kinds of things your visitors are interacting with on all of your web pages–all behind the scenes, completely invisible to them, without any page reload required.
That’s some valuable covert intel!
PLUS, the tool also integrates seamlessly with just about any other element on your web page too. That allows you to track much more than how far down your visitors are scrolling. Now you can see what kinds of things your visitors are interacting with on your website.
In other words, you can combine the iTrack tool with other elements to easily create entirely new tools and measurements!
I’m barely scratching the surface on what the Interactive Tracker tool can do for you.
If you’re on my subscriber list, you should have already received a link to download the tool. If not, you can get yours here for free.
Now let me give you a couple real-world case studies to illustrate the power of this tool.
It becomes immediately obvious that one of the best uses for the tool is to see whether or not they’re getting past your headline. Since as many as 5 times as many people read your headline as they do your body copy, testing different headlines is a great way to gain an immediate boost in response. If nobody’s scrolling down your page at all, that’s a pretty good indicator that your headline needs work.
But I recently found on a page of mine that only 6% of my visitors were scrolling down past the end of my lead. I’m always testing new headlines, so based on this new information, I decided to test some different leads as well.
The result? That figure more than doubled from 6% to 14.5%. And my conversions in turn went up by a modest 24%. I’m still testing different leads to try to improve that even further, but the initial results are promising. Without this tool, I would have eventually gotten around to testing different leads, but because I had this information, I knew immediately where to focus my efforts.
You may find a certain spot within your own salesletter where the majority of your visitors bail. Without the tool, it’s very difficult to pinpoint that specific area needing work.
In another test, I used another tool of mine, my Interactive Johnson Box, to hold testimonials.
Sixty years ago, direct mail copywriter Frank H. Johnson was experimenting with ways to increase the impact of his sales letters. Instead of presenting the offer towards the end of the sales copy, he decided to try highlighting the offer in a rectangular box centered at the top of the sales letter. The result was a tremendous boost in response, and the “Johnson Box” has been used ever since.
The “Interactive Johnson Box” is a Web 2.0 version of the device, with dynamic content the prospect can interact with. They can “page” through the content, rather than having all the content in one large box that takes up a large chunk of real estate on your web page.
So I put my strongest testimonial first, then they had to click the “more” link to page through all the various testimonials. The problem was, they weren’t doing that. I tied the iTrack tool to the Interactive Johnson Box “more” link so I could see how many of my visitors were interacting with that particular box. It wasn’t many.
Based on that new information, I changed it to a traditional sidebar with the testimonials flowing down the right-hand side of the page. The bottom line? Conversion increased by 17%!
I did have another Interactive Johnson Box on the page that showed different content from the product I was selling itself. I knew from my iTrack numbers that people were clicking on that one, so I left it alone.
Again, another example of a discovery I would have never stumbled upon if I didn’t have to tool to assist me.
In a new test I’m in the process of setting up now, I want to see how many visitors start typing in their name or email address on an opt-in form, but don’t click on the subscribe button (meaning they changed their mind for some reason). Without the iTrack tool, I’d never be able to discover this information.
If the tool has a shortcoming, I’d say it’s the fact that you can sometimes get bogged down in all this testing, all these figures that really don’t tell you anything useful, so be sure to pick and choose your targets to test wisely. Do some up-front planning and “play the visitor” coming to your website. Anticipate what they might or might not do, and look for ways to orchestrate these tests to confirm your suspicions.
The result could be a nice healthy boost in your bottom line!
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