Dollars In The Details!

When it comes to your marketing message, the little things count. Trouble is, you'll never come to respect how much, until you make a commitment to science.

Let me ask you something. Do you practice Kaizen?

Kai what?

Kaizen is a Japanese word meaning gradual and orderly, continuous improvement. Sound like you?

Or do you just wake up one morning & decide that you need to re do your site?

Do you keep a diary?

Not the Anne Frank kind, a chronological record of the results revealed by your ongoing marketing experience. Documentation of exactly what happened last time you changed the copy on your web site, ad campaign, or sales letter.

If you're like most, you don't bother to go to this trouble, & you don't practice Kaizen.

Now I don't expect you to take my word for it that seemingly trivial changes to your marketing message could have a DRAMATIC impact on your results. I know better than that, see.

But here's a simple three-step method that you can try out for the next six weeks to prove it, for yourself.

There's nothing more fascinating than watching human nature in action, & you'll be amazed at the improvements you can make in your profitability in just a short period of time!

A Simple Three Step "How To"

Follow this roadmap to easily & clearly document your experience with minimum hassle.

Go ahead & try it. It's not rocket science.

Step 1 ? Take a web page that you're running right now, & decide what you would like to see it do better than it does. Would you like to improve the conversion rate? Are average dollars per visitor your thing? Maybe you need to drive cost out of generating opt-ins, or referrals?

Make a copy of it

Now think about the flow of the page & what might be discouraging people from taking the desired action. Sometimes it's the words you've used. Sometimes it's the order of the words, or the phrasing of the words. It could be the headline, or the opening paragraph, take your best guess.

As a rule of thumb, changes to the headline & the opening paragraphs, or around the "calls to action" will have more impact than changes elsewhere on the page. But sometimes even subtle changes like indenting the paragraphs, moving images from right to left or left to right can have surprising effects.

Make just one change on your copied page, and republish.

Now, create a folder on your hard drive with today's date included in the file name, and save both of your pages as HTML files in it.

Step 2 ? Advertise your pages with a redirect link that splits the traffic evenly between the two pages. This is known as "split testing". There are a number of products out there that you can use to do this.

Step 3 ? The page that records the most conversions, is your "control". You will want to reserve this judgment until you have seen it make at least 30 conversions for statistical validity.

Once you have your control, go back to your folder, & rename it by adding the current date to create a date range. So for example, your file name will change from "split test 1 May 25 04", to "split test 1 May 25 04 ? Jun 25 04".

Now, carefully summarize the metrics that you have recorded in a note pad, & save it in the folder with the HTML files. Be careful to provide enough text explanation as necessary to ensure that you will be clear on the meaning of the results when you revisit them at a later date.

Also, be sure to document the traffic source. Different sources of traffic can have a remarkable impact on results, but that's a whole other topic of discussion.

You are now ready to repeat the process.

Copy your "control" & make another change, thereby creating a new "challenger", and so on.

To your success, & until next time, Good Selling!

Japanese Proverb

"If a man has not been seen for three days, his friends should take a good look at him to see what changes have befallen him"

About The Author

Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author "Million Dollar Online Advertising Strategies ? From The Greatest Letter Writer Of The 20th Century!", a tribute to the late, great Robert Collier.

Let the legendary Robert Collier show you how to write words that sell...Visit the below site & get 3 FREE Chapters!

http://www.Advertising-Online-Strategies.com/ad-strategies.html

---

Creating Multiple Streams Of Income Part 1

One day I was talking to a friend who had... Read More

10 Explosive Ways To Elevate Your Sales

1. Publish an ezine.Your ezine will provide you with a... Read More

Niche Marketing Nuggets: Picking the Gold from the Internet Mine

Building an Internet business based on a specific niche is... Read More

Getting A Solid Internet Marketing Foundation

As we look at building our online businesses, many of... Read More

How You Can Acquire Exclusive Rights To Products; Part 1 of 2

If you have a marketing business, chances are you get... Read More

Seven Steps to Starting Your Internet Business

There is no reason to be afraid of creating an... Read More

5 Sure Fire Ways To Send Visitors Away For Good

Way No. 1 - Clog Up Their Internet ConnectionImagine it.... Read More

10 Scorching Ways To Heat Up Your Sales

1. Email each visitor a satisfaction questionnaire after they purchase.... Read More

Using An Autoresponder To Manage Your Email Campaigns

Automatic RespondersWhether your e-business is planning to launch an email... Read More

The 10 Success Basics For Your Online Business

It's always a good time to review what's been working... Read More

Candy Jar Marketing

What is one of the main keys to a successful... Read More

Anatomy of an Online Marketing Failure

Wife: "I'm getting sick of these harrassing bill collectors who... Read More

Setting Your Online Business Up for Success!

There is a common misconception that an "online business" requires... Read More

Marketing Automation For Small Businesses And Web Entrepreneurs

Many Internet marketers wonder how they spend less time marketing... Read More

Online Joint Venture Ideas

A joint venture is when two or more businesses join... Read More

The New State Of The Art Method For Making Money With Joint Ventures

If you are anything like me, you spend a lot... Read More

Content, Content, Content.

Read any Internet marketing article, forum or tutorial these days... Read More

The Power Of Free

Free can set you free...The powerful word "FREE" is an... Read More

Did You Say Free?!

There are books and web sites for the translation of... Read More

SEO 101... These Tags Really Do Matter

In search of the coveted search engine traffic? Yes? Then... Read More

Free Marketing = Effective Marketing

According to Google.com there are over three billion web pages... Read More

The Most Valuable Asset in Marketing - Do YOU have It?

The single most important attribute for a successful Network Marketer... Read More

3 Highly Effective Strategies To Power Up Your Business in 2005

Whatever your business resolutions may be for this year, you... Read More

What Does Success Look Like?

While we are well into the 21st century too many... Read More

3 Quick and Easy Steps to Earn Money Online!

Do you own a web site that is continually failing... Read More

Viral Marketing! Are You Missing Out?

Many of you are reading this article because you would... Read More

The Most Important Marketing Tool

As an online marketer, there are many tools available to... Read More

Wanted - Sheep for the Marketing Flock?

Hoo boy, I am sticking my neck out here! Ready... Read More

You Know Youre Too Ethical When...

Yeah, TOO ethical!? Lately, with some of the issues I've... Read More

Gas, Air, and Spark - How Internet Marketing is Like a Cars Engine

I've never been much of an automobile mechanic, but about... Read More

Identify your Target Market by Tracking and Exploiting Profitable Search Engine Keyword Phrases

There's a very lucrative "marketing formula" to targeting prospects on... Read More

How To Build a Successful Online Reputation

After running an online business (web site design) for a... Read More

The Secret Of Focused Responsive List

Once you have decided on your ideal business to create... Read More