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09/21/2003 Entry: "What should you test?"

Well it's not just about your web site.

Consider the following and then decide how much testing you think you should do...

Test every means at your disposal to send traffic to your web site; you should be testing the effectiveness of:
Your email sig file
The resource box at the end of your articles
Your incoming links text
Google Adwords and other PPC campaigns
Banner adverts
Links in your ezine or newsletter
The sig file you use in forums
Directory Listings.

Have you considered the text in your description meta tag?
A lot of SE's are still using that in their search results; has yours got an attention grabbing headline and call to action in it?

And then there's your landing page...

Have you tested it with and without a header graphic?
Are there any navigation links at the top of your page? If so what is the purpose of providing an opportunity to leave the page BEFORE they have read your sales letter?
Have you written an attention grabbing headline that emphasises your primary benefit?
Does the first few words of your copy draw your reader in and encourage them to read more?
Have you tested:
The use of colour in your text
Alternative background colours
Highlighting
The use of bold text
Sub-headlines
Testimonials
Alternative "buy now" text
Your P.S. and P.P.S.
The use of credit card images
Book covers or other product graphics
Your own photograph

Do you use pop-ups or pop-unders?
Have you tested them in the same way as you would test your landing page?

Which payment provider do you use?
How many potential purchasers do you lose through shopping cart abandonment?
How many sales do you lose because of Clickbank's stringent fraud procedures?
How many potential purchasers simply don't trust PayPal?

Have you tested adding additional product recommendations to your thank you page?

I could go on...

But if you want to know more you'll simply have to buy my book!

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