Here’s another example of how a little tweak can effect a huge change.

In this case, we are going to talk about the power of consensus.
Or the power of the crowd.

How does this fit into the “small change big impact” theme? Let me explain…

There’s this product where buyers can call in to buy.

The product was advertised as an infomercial.
And the call-to-action line was “Call now and our operators will be there to serve you”.

Well…the response was okay, but not fantastic.

So the call-to-action line was re-written and tested.

It now read, “Operators are busy. Please call back again later if the line is engaged”.

Straight away, orders went through the roof!

Why was there such a big impact when the change to the call-to-action script is so small?

Because of the power of consensus!

In the first case, you get the mental picture that operators are free, and are probably twiddling their thumbs waiting for calls to come in.

But in the second case, the picture is that of busy operators who have their hands filled with orders.

And if everyone is buying it, then it probably is going to be a good product. So I must get it!

See the difference?

Yet another example that demonstrate the importance of:
- Constantly testing and tweaking for higher conversions
- Paying attention to the even the smallest of details. Because sometimes they make all the difference.

As usual, I love to hear your comments.

All success,

Jag Foo

P.S Important => What if you can discover the secret element that can increase your profits by 1,000%…and more…

Will you be willing to do a small test – which you can implement in no time and cost zero dollars – that can potentially yield you disproportionally large results?

Click here now if you want to discover these secrets that Jay Abraham, Mark Joyner and other marketing legends have been exclusively to their clients => http://emoneymarketing.com/SmallChangesBigProfits/

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In the previous post (part 1), we talk about using the principle of consistency technique that helped a restaurant reduce their cancellation of table reservations by 30%.

This was achieved just by adding 2 “small words” to the call script used by the phone receptionist.

Today, we are going to explore another “Small Change Big Impact” scenario.

I got this from a newsletter issue from John Forde’s Copywriting Roundtable. I thought it’s pretty relevant to today’s theme.

And I think you will like this. It goes like this:

In Italy, and for many countries for that matter (including Singapore where I am based), you get penalized with points if you commit a traffic offence.

Once you accumulated points to a certain level, your driving license get suspended.

Now Italy is well well-known for bad driving on the road. And while this measure probably work to a certain degree, the authorities decided to do a small tweak to the system.

They Flipped It Around!

That means you start of with points on your record. With every violation, you get points taken off. If you hit zero, you are IN LUCK! Say goodbye to your license!

What happened after that?

Traffic deaths went down. Accidents went down. Speeding incidents went
down. Helmet and even seatbelt use went up!

Small change. Big impact.

But why?

Because fear of loss is a powerful motivator!

When it’s down to “fear of loss” versus “benefit of gain”, the former wins. Hands down.

Don’t believe me? Take a look at the stock market. It can take years for a stock to reach its absolute peak. But you only need a matter of months (or even days) for the stock to plummet back to square one during a panic.

Wonder why weekend clearance sale work so well? Because people are afraid of missing the bargain. There is “scarcity” involved. That’s very effective in getting people to act. And act now.

Amazing how human emotions work right?

As usual, let me know your thoughts below.

All success,

Jag Foo

P.S Important => What if you can discover the secret element that can increase your profits by 1,000%…and more…

Will you be willing to do a small test – which you can implement in no time and cost zero dollars – that can potentially yield you disproportionally large results?

Click here now if you want to discover these secrets that Jay Abraham, Mark Joyner and other marketing legends have been exclusively to their clients => http://emoneymarketing.com/SmallChangesBigProfits/

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Why Internet Marketing, Business and Finance? – Part 1

Do you know that you can have significant increase in revenue just by making seemingly “small changes” to your business?

Most people tend to think that if you want big results…you need big change! You need to spend big money! But that’s not entirely true!

If you know how to make the RIGHT change, you can still achieve great results even if it may just be a small tweak.

Let me tell you a story illustrating this concept.

I read about this story in one of Robert Cialdini’s presentation about how to be more persuasive.

Robert Cialdini is a world-renowned authority in the study of influence. He is also the best-selling author of “The Psychology of Influence”.

And it goes like this.

There is a restaurant that takes advanced booking by phone. But there was a problem. There were many customers calling in to cancel at the last minute.

The thing is that the receptionist was trained to say “Thank you for calling our restaurant. Please call if you want to cancel your reservation” to all the customers making their booking.

Later, a small change was made to this statement. To be more precise, 2 extra words was added.

What was it?

Now, the receptionist says, “Thank you for calling our restaurant.

Will you please call if you want to cancel your reservation.”

That’s it. And because of these 2 extra words (“Will you”), there was a 30% reduction in cancellation.

What happened here?

Let me tell you, the restaurant just applied…

The Principle Of Consistency

We like to be consistent. And if someone points out any inconsistency in your behavior or actions…it will cause you to feel highly uncomfortable.

Therefore, when we insert the extra 2 words “Will you” into the question, it subconsciously tells the person on the other end, that now he has got to take responsibility.

He made the booking at first. And now he cancels. The receptionist wants him to know that he is being inconsistent. By using the word “you”, the person is now more aware of this fact.

Amazing isn’t it? The addition of just 2 words!

Can you apply this concept to your website’s sales copy to make it more persuasive? Definitely.

Test it. And you will see the result.

The next time you meet a client, see if you can implement this principle to get the other party to do what you want.

While you may not be succeed all the time, it will surely increase your odds.

In the next part, I will share with you another “weapon of influence” that can yield powerful results with just another small tweak.

All success,

Jag Foo

P.S Important => What if you can discover the secret element that can increase your profits by 1,000%…and more…

Will you be willing to do a small test – which you can implement in no time and cost zero dollars – that can potentially yield you disproportionally large results?

Click here now if you want to discover these secrets that Jay Abraham, Mark Joyner and other marketing legends have been exclusively to their clients => http://emoneymarketing.com/SmallChangesBigProfits/

---
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Why Internet Marketing, Business and Finance? – Part 1

Yes, it sounds like work, however, this is the key to maximize your returns. Besides, it does not take much time and it is quite easy to set up.

Search Network Tracking

For search network, you must track based on individual keywords (and keyword match types) so that you know exactly which keywords are making you money and which keyword are not. When you know that, you can adjust your individual bid prices according to your ROI.

Content Network Tracking

For content network, you can only track based on adgroups and only broad match keywords are needed. Same thing, you adjust the bid prices of your adgroups according to your profits. For those adgroups which are doing well, considering duplicating the whole adgroup then use image ads.

CTR vs Conversions

Click through rates (CTR) is a good indicator of how good your ad is at grabbing attention. When you take a closer look, higher CTR does not mean that your conversion rates is good. Sometimes, you will write ads with high CTR and low conversions, this will lose you money!

You do need to track the conversions of your ad on top of tracking your CTR. Even though higher CTR can lower your cost per click but what is the use of having cheap clicks that do not convert! What you want is clicks that convert with positive returns.

Tracking Leads And Sales

Do you need to track both leads and sales at the same time? Most pay per click engines, including Google AdWords only allows you to track a single conversion type, it is either leads or sales. So if you are generating leads before presenting offers to people, your tracking will be slightly different.

Majority of the pay per click engines, including Google AdWords, will give you a piece of conversion code to place on your thank you page. In this case, you can use the given conversion tracking code on your thank you page for leads. Your leads conversion rates will be shown within your ppc stats.

For your sales stats, you need an external tracking script. I recommend Prosper202 since it is free, easy to use, easy to install and simply more powerful than most similar paid tools you can find in the market.

Google Website Optimizer

This is another powerful free tool that you must use. Remember to set up a test for your lead capture page and another test for you sales page. If you have an upsell, set up a test for it too. Once again, there a whole bunch of free tutorials you can find and it is really easy to use.

Testing Tips

Not sure what to test? If you are pressed for time, just split test 3 headlines which are totally different in nature. If you have a little bit more time, test your opening paragraph, test your bullets, your benefits, your guarantee statement, your call to action and even your offer.

Lead Generation

When you are generating leads and presenting offers to people, your ROI calculation is a little different, so here is a quick way to make things a bit simpler without compromising the accuracy of your test resutls.

• Cost per Lead = Traffic Expenses / Number of New Leads

With this simple formula, you know exactly how much each new lead would cost you to acquire.

• Value per Lead = Revenue / Number of Leads

With this other simple formula, you know exactly how much money each lead is worth to you.

• Cost per Lead < Value per Lead = positive returns
• Cost per Lead > Value per Lead = negative returns
  

Now you put these numbers together and you compare them. When cost per lead is lower than value per lead, you are making money.

When cost per lead is higher than value per lead, you are losing money. Simple? Once you have these numbers, you can use them as a guage to see how much you can spend on traffic.

Samuel Ng

“Google AdWords System” (Value: $49.97)
Are The Gurus Lying To You About Google AdWords And PPC?
Here’s How You Can Get High Conversions With Low Cost Traffic
Google AdWords System <== Click Here Right Now

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Marketing Experiments Exposed!

I’ve always been an advocate of testing and experimenting in marketing.

Often we don’t know what works. Or we think we know what works…but actually don’t.

I’ve done plenty of split tastings before on sales pages, landing pages and email campaigns, and the results have sometimes differ from what I thought was correct.

From there, it just underlines further to me the importance of testings in marketing and conversions. It’s NOT about what we think. But what the buyers think!

Now…when it comes to testing and optimizing, very few can match up to the folks at Marketing Experiments.

I’m a big fan of their marketing content.

Just recently, they came out with a big list of marketing tools, chockfull of guides, PDFs reports and worksheets.

They are FREE and extremely useful. If you are a marketer or a student of marketing, download them.

I’ve put them together here for your easy reference and download.

Free Tools from MarketingExperiments

1. Value Proposition Worksheet
One of our most downloaded resources, this worksheet will help you evaluate and present your value proposition more effectively.

2. Compounding Effect Spreadsheet
This tool measures the (usually large) impact of incremental increases in conversion through testing.

3. Price Testing Analysis
Created to help marketers accurately analyze the overall results of price tests.

4. Subscription Site Metrics Tool
Allows subscription sites to determine the profitability of their own PPC campaigns.

5. Max Bid Analysis Spreadsheet
This is a tool that can help marketers calculate the maximum bid they could make in a PPC campaign and still remain at a specific profitability margin.

6. Customer Service Analysis Tool
This tool is designed to help companies see and calculate the possible profit that can come from inbound costumer service calls.

7. A/B Testing Template Doc
A basic template that guides marketers though the A/B split testing process.

8. Content Analysis Template
Helps you systematically calculate the attractiveness and value of your website’s content.

9. Competitive Analysis Spreadsheet
Walks you through a thorough competitive analysis (also valuable for identifying potential partners).

10. Comparison Engine Features
A table our analysts put together with marketing insights drawn from their experiences with the comparison engines.

11. Data Sample Statistics
Explains how to determine the statistical validity of a test. This document also introduces the test validation section of the Test Protocol tool we offer to our live workshop and certification students.

12. Metrics Dashboard Tool
This dashboard helps marketers monitor the essential metrics that they need to track when testing online.

13. Optimization Scenario Tool
Want to compare key metrics and results between different landing page optimization scenarios? Try this tool.

14. Pay-Per-Click Analysis Tool
One of the spreadsheets our analysts use to examine the differences in performance between multiple PPC campaigns.

You can download from the link individually.

Alternatively, if you want convenience, I’ve saved all these tools into a single zipped folder. You can go to your FREE E-MoneyMarketing membership to download it.

And of course, you also get tons of other free marketing and business guides inside. So if you are not a member yet, please sign up now.

Let me know what you think of this GREAT marketing resource kit that Marketing Experiments has put out.

I know for sure I love it. And I’ll be using it. What about you?

All success,

Jag Foo

[tags]E-MoneyMarketing, Marketing Toolkit,  marketing testing, optimzing, tweaking[/tags]

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Thinking to myself…how can I improve my open and click-through rate to my list?

Yes I’m always thinking of improving these email metrics.

Because any small increase in conversion can mean a significant increase in profitability.

This is especially true if you use email marketing as a sales channel.

Anyway…I thought I do a split test. Or more specifically split broadcast in this case.

I will spare you all the details and dive straight into the methods I used to improve my open and click through rates (the results you see in my post title is based on just 2 tests).

Improving Open Rate:

Personalize your email subject headline with your subscriber’s name. That’s it.

I found that a name-personalized email headline generally outperforms one that doesn’t.

You will need a good email marketing solution for this. I’m using Aweber and it performs brilliantly for me.

Improving Click Through Rate:

Keep the email as short and focused as possible.

And have the same link repeated twice.

Ok. That’s it!

The length of your email content definitely plays a huge part.

Works even better if you have a cliff-hanger styled teaser that leads the person to want to click on to the link.

Think ‘benefit + curiosity’ and you got a winning formula.

Simple ain’ it? And it works.

As usual, let me know what are your thoughts. My ears and eyes are peeled.

All Success,

[tags]E-MoneyMarketing, email marketing, open rate, click through rate, internet marketing[/tags]

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We set one variable to be tested (e.g. headlines in a sales copy) and keep all other factors for both versions constant.

And we send it out to test with fair exposure to both, and measure the ensuring actions that return.

So Why The Heck Do We Have To Test?

Marketing is about testing. It’s about bettering the previous version and keeping the improvement process going. Again and again.

Take a look at this equation:

Sales = Conversion x Traffic

Now, traffic takes time to build. But, you can easily improve your conversion by tweaking a headline, an offer or a bonus!

For example, you will have 5 sales if you get 1% conversion out of 500 visitors. To get 10 sales, you will need 1000 visitors, assuming your conversion stays at 1%

BUT, if you increase your conversion by just 1 more % with the same 500 visitors, you would already have gotten 10 sales. Is 1 more % difficult to achieve?

IT CAN BE DONE!

And if you have 4% conversion with 500 visitors, you get 20 sales! That is a 100% improvement over the initial scenario!

Make no mistakes. Tweaking and testing is important. You will be able to know what works. And what doesn’t.

Let me share with you the result of one of my own testings.

I had a landing page. The conversion was decent. But I wanted more.

This landing page has a opt-in form at the bottom of the page.

I wanted to test if my conversion would increase if I put an extra opt-in form at the top of the page.

So I done up another version with 2 opt in forms – one at the top and one at the bottom.

Now I got 2 versions. And with the help of a split testing marketing script, I put both to the test.

Which came back better?

It was the 2nd version – the one with 2 forms, with an improvement of 33.34% in subscriber sign-ups!

See What I Mean?

I can achieve a significant result just by doing a simple tweak that didn’t take me more than 10 minutes. Small change. Significant results!

Now, go take a look at your product. Is there something out there that can be improved and tested upon? I’m sure there is. There is money out there waiting for you. Money left on the table.

You just got to take action – NOW!

If you have any interesting testing results you have of your own, do share it here!

[tags]marketing, online marketing, split testing, A/B testing, sales, conversion, traffic, e-moneymarketing, subscribers, opt in[/tags]

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