Split Tests That End In Tears

May 16, 2011 on 9:00 am | In Conversion Optimisation | 6 Comments

Blogs like this like to share case studies of successful split tests and other fabulous ways to improve your marketing ROI. (Hmm, that last sentence makes it sound like this blog is a real person, with thoughts, hopes and dreams. But I digress).

The reality is, some split tests end in tears, like this one:

Click on the image to see a screen-shattering big-ass version!

The original version (blue line) got off to a strong start, before the new version (orange line) made a thrilling resurgence. Then the two versions started to tend toward each other in a virtual dead heat.

Whilst we could run the test longer and see what happens, we’ve got over fish to fry. Other tests to run.

Of all the split tests we’ve run over the years, I estimate that 60% beat the control, 30% lose against the control and 10% end in a draw.

We recommend conducting at least one split test every 6 weeks. At that rate, odds are you’ll get at least 5 “winners” a year. Any one of which can make a BIG difference to your bottom line.

6 Comments »

1-Step Lead Generation Formula: C-R-E-A-M-S

May 10, 2011 on 10:13 pm | In Lead Generation | 7 Comments

There are times when it pays to provide raw website visitors with plenty of information, education and introductory offers in order to turn them into a client. Much of the online lead generation consulting we do falls into this category.

Then there are times when your prospect doesn’t want or need to be educated or informed about what you do or how you can help. They just want answers – NOW.

I call this Simple or 1-Step Leadgen.

Use 1-Step Lead Generation When Most Or All Of The Following Are True:

Decision risk is low
Price point is low, and/or price expectations are firmly set
Prospect understanding of what the product/service does is high
Urgency is high
Need for speed is high
Prospect involvement is low (they have no special interest in your industry)

Industry Examples:

Plumbing
Electrical
Rubbish removal
Bad Credit Loans
Car Broking
Request For Quotes (Usually for simple products/services)

Note: certain applications within the above industries may justify a multi-step lead nurturing process.

Follow The C-R-E-A-M-S Formula

For 1-step leadgen, the C-R-E-A-M-S Formula comes in handy:

Clarity of your offer:

Is your offer clear?
Does it have a clear and compelling title? (e.g. 24-Hour Quote, Instant Finance Application)
How can you make your offer exciting… different… desirable?
What will happen after submitting the form or otherwise responding?

Reasons To Act Now:

Why should the prospect act NOW?
Slow response often equals no response.
Show you understand the prospect’s core problems… show you have a unique solution… back it up with proof… present a compelling offer… ask them to act now.

Ease Of Response:

Make the response device (e.g. form) obvious
Don’t ask for extraneous information (unless you want to weed out unqualified leads)
Make it easier to submit the form, than to click away