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A Sneak Peek at the Episode
[02:00] Before we dig into what those five tests are, as always we’d be remiss without saying, make sure you have enough data to make the decision on this AB test. I would say a hundred conversions is definitely enough data to make an informed decision.
[02:51] This is all predicated on you have done your market research. You understand who your target audience is. You are speaking to them in the words that they need to hear. You have your messages dialed in. And then after that, you are ready to run these tests.
[03:18] First one, The headline on your sales page. What is that main message that you are telling people suit? Because that is the number one thing that people read when they land on your sales page.
[03:52] If they read nothing else on the page, what do you want them to read? What is the one message you want them to read? That is literally the one piece of copy that you can anticipate most people will read.
[04:09] The other thing that’s worth trying with this as headlines and something we’ve been doing is rhyming that headline. Because as psychology proves rhymes stick in people’s minds.
[05:00] What we would recommend is at least within this mix, at least a headline or many headlines that focus on the transformation. What are they going to get outta what it is that they’re purchasing?
[05:55] What you think might be the transformation that people get, maybe your customers actually think it’s something slightly different or greater or they word it slightly different than you may might word it.
[06:22] Test number 2 is Video message testing. Having a video message with the key points in your offer and talking about that transformation. Some people could retain information better visually than via reading it. It’s worth testing maybe a couple of different versions of that video of what messaging you’re putting in there.
[06:29] What does this online product actually look and feels like? Which is part of why having video walkthroughs is so effective or at the end of YouTube ads, when you show the cursor go to Click the button. It gives more people ways to digest the information that’s on your page and potentially in a quicker, faster way.
[08:02] Number three is adding testimonials to your page. You can also vary where you should have testimonials, vary the placement of the testimonials, vary the types of testimonials. Some you might wanna try screenshots of people have sent you in emails or posted in Facebook or things along those lines.
[10:50] Our eyes naturally gravitate toward faces and numbers and a few other things, but if you really, really wanna catch people’s attention and pull them down to look at your testimonials, faces are a great way to do that.
[11:03] Test number four is how many extra clicks do they have to take to get to the checkout page.
[11:14] So testing whether having a sales page that then clicks through to just a very simple checkout cart page or having that form directly on that sales page that they don’t have to click through anything and they can just fill out their information right there.
[13:00] About the checkout page too, where the pricing is; if you can show that discount that people are getting or automatically apply a coupon in that area, that can make a huge difference too.
[13:14] Reminding people of the additional value they’re getting at an even lower price than if they wait or miss a deadline.
[14:32] Test number five is the length of the sales page. You can scroll down and find what you need to know but at time it also represents an opportunity to look at your page and go, Is this a message they really need to hear here? Is this something I need to emphasize? or is this a section that I could remove completely?
[15:11] For the other sections we’d recommend testing, taking out those sections one at a time. It could be that having a shorter sales page helps focus people on just your key messages and encourages them to take action. Purchasing that much more and that much easier.
[17:25] They should have received so much information beforehand that by the time they get to that sales page. It’s all the key points in one place. But it shouldn’t be prohibitive to go through. It should be easy to scan.
Mentioned on this Episode
Related Links
- The Secret to Sales Pages That Convert
- Ep. 29: 5 Quick Email Tests to Bump Conversions ASAP
- Ep. 34: How to Create Genuine Urgency in Sales—Without Alienating Customers
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But, here are a few of the highlights:
” Always pull from what your customers are actually saying in the language that they’re actually using because we get too close to what we offer and we need to listen to what our customers are saying.” – Kate
” When they’re going to purchase from you, they need to know what they’re going to get out of it. We talked about all those different iterations, but really focusing your headline on that is, if not going to always be the winner, let’s just at least say it’s a good place to start as you are testing. ” – Nicki
” You need to test each one individually ’cause if you test ’em all at the same time, you’re not gonna have any idea what made the difference, positively or negatively.” – Nicki
” This is a good example of where you don’t wanna make an assumption and even when people say, everybody does this and this is how it’s supposed to be done. Everybody’s audience is different and also their experiences are different. Their wants and their needs are different. It’s so, so, so important to test.” – Nicki
” I would encourage people to try to look at their sales pages with fresh eyes and really think, okay, if I were just coming to this page and I were interested in making this purchase, what are the key things that I would need to know?” – Nicki
” All the information on your sales page, people should see that information before they get to that sales page. You should be putting in all the possible places that people could be interacting with you. Where else can you put these messages to us? It might feel repetitive. People need to hear things multiple different ways.” – Kate
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About the Energize Your Online Business Podcast
Are you sick of the stress, chaos, and risk of trying to keep up with the next big thing in digital marketing? And what about the confusion of trying to scale, build a team, and still try to make sure your business is worth the effort it takes to run it? You are not alone.
Join Nicki Krawczyk, a 20-year marketing veteran and owner of a multi-seven-figure-per-year digital training company and her co-host Kate Sitarz as they bust through the online business industry echo chamber to talk about how to make consistent, predictable sales and how to scale your business with simple and stress-free systems.
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