Split Testing for Fun Profit (Beginner-Intermediate) - Stephen Pratley
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Transcript of Split Testing for Fun Profit (Beginner-Intermediate) - Stephen Pratley
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Testing for Fun & ProfitStephen PratleyTheConversion.Co
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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
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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
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stephenpratley.com
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stephenpratley.com
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Back to Basics What is split testing and why do it?
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What is testing? Web pages.
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What is testing? Email.
https://whoopapp.com/blog/weather-influences-google-shopping-purchasing-behavior/
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Why test?
https://whoopapp.com/blog/weather-influences-google-shopping-purchasing-behavior/
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Big Picture Conversion
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The MAPPED Profile
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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?
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For today, let’s focus on the process
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Adverts
Headlines
Copy
Images
Targeting
Placement
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Data Capture
Headlines
Copy
Images
Form data
Layout
Calls to action
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Sales Message
Format
Headlines
Copy
Images
Calls to action
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CheckoutLayout
Trust elements (logos etc)
Reinforce benefits
Remove distractions (menus)
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Emails
Name
Subject
Copy
Layout
Format (text vs graphic)
Personalisation
Timing
Frequency
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The importance of measuring the right things...
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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?
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The danger of vanity metrics….
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