Testing for Fun & ProfitStephen PratleyTheConversion.Co

What to expect from this session...

A higher level view of generating conversions online

Why split testing isn’t just a high level activity

What to test, when and where

What to measure

Hi, I’m Stephen Pratley

I’m a “dyed in the wool” direct response marketer.

I began with direct mail campaigns then became one of the early pioneers of commercial email marketing in the UK.

I’m a Trainer at IDM & Kingston University

I help education & training businesses to grow online sales

stephenpratley.com

stephenpratley.com

Back to Basics What is split testing and why do it?

What is testing? Web pages.

What is testing? Email.

https://whoopapp.com/blog/weather-influences-google-shopping-purchasing-behavior/

Why test?

https://whoopapp.com/blog/weather-influences-google-shopping-purchasing-behavior/

Big Picture Conversion

The MAPPED Profile

Big Picture ConversionMarket Are you in a market with Pain + Money?

Audience Are you talking to the best people in the market?

Positioning Is there a clear reason to buy you ahead of your competitors?

Process Are you walking cold prospects through to buyers, or letting them find their own way?

Ecosystem Do you have anything to sell after the first sale?

Data How are you making decisions about what to improve or cull?

For today, let’s focus on the process

Adverts

Headlines

Copy

Images

Targeting

Placement

Data Capture

Headlines

Copy

Images

Form data

Layout

Calls to action

Sales Message

Format

Headlines

Copy

Images

Calls to action

CheckoutLayout

Trust elements (logos etc)

Reinforce benefits

Remove distractions (menus)

Emails

Name

Subject

Copy

Layout

Format (text vs graphic)

Personalisation

Timing

Frequency

The importance of measuring the right things...

Measuring all the thingsBounce rates, engagement, lead conversion, lead velocity, cost per view, cost per click, cost per lead, cost per sale, repeat visits, dwell time, open rates, clickthrough rates, unsubscribe rates, spam complaints, engagement scores, list growth,

etc.

etc.

But don’t we really want SALES?

The danger of vanity metrics….

That’s All FolksTheConversion.Co - Agency Service - Done For YouStephenPratley.com - Training & conversion tips email - DIY