View Full Version : Dry Testing - Landing Pages
07-29-2007, 06:17 PM
I am about to build my 1-3 page website for dry testing and would like some advice. Has anyone used the testing sites mention in Tim's book (http://www.optimost.com/ , www.offermatica.com / etc.) ?
I have a google analytics acount and was going to setup "goals" for my checkout page but I would really like to Create and test limitless versions of:
Copy, images, offers, layouts, pricing, forms, and colors.
thanks in advance for advice this subject..:)
07-29-2007, 07:43 PM
I just found google's new Website optimizer (Free with an Adwords account)..
08-03-2007, 03:10 PM
I started getting frustrated with the landing page dry test so I figured I would outsource it :p . Here is what I put on elance. I will let you know how it goes.
Landing Page - Dry Test Project:
1. Landing page (with mock software cover)
a. Multivariate (Taguchi Multivariate Optimization) testing on: Headline, Pricing, Guarantee, copy, etc.
i. Google Web Optimizer
b. Buy now button – Dry test – gather name, email address.
2. Drive traffic to landing pages: Adwords, overture, MSN Search (300 to 500)
a. Research Keywords - Buy keywords
b. Different variations of ads \
i. Test guarantee / Headline /
3. Analyze “Dry Test” results
a. Is test valid? (how may clicks, conversion rate, cpm, etc.)
b. Is there a clear winner ?
c. ROI / Break even analysis (compare winning price vs. CPC cost per conversion. Does it make good business sense to pay for the leads?
4. Invest or Divest in Project
a. If there is a clear winner and it makes money – GO Live!
b. If the dry test did not make money; Divest or run another test:
i. Add more value to product
ii. Change Price point
iii. Combine with other products
iv. Double money back guarantee
08-03-2007, 03:49 PM
Regarding delegating your main page, which essentially is your marketing/sales letter.
I just read something that may be interesting to you, from Eben Pagan who runs a multi-million dollar internet marketing company.
Here it is:
"NEVER DELEGATE YOUR MARKETING
If you want to build a business, then you're going
to need to get used to the idea that you're not in
business, you're in MARKETING.
And, in my view, marketing is everything from
designing products that people are LOOKING FOR...
to creating names and "tag lines" that make people
want to BUY THEM RIGHT NOW.
Marketing is VERY easy to delegate.
Because EVERYONE wants to do the marketing.
Try this quick test:
Call up ANYONE you know, whether they work with
you or not, and say this to them:
"Hey, will you help me come up with some marketing
ideas right now?"
YES! Yes, I can!
Or write an ad, and ask the next three people you
talk to what they THINK of it.
You're going to love the answers...
"I wouldn't respond to that ad"
"I think women will like the pink headline"
"I think it needs a picture of a puppy"
It's possibly the most important area of business, and
EVERYONE wants to put in their two cents.
You'll notice that NONE of the people you talk to
will say "I'm not a trained marketing expert, so
I recommend that you find an experienced professional,
and ask them."
The most DANGEROUS person to ask?
Someone who is a DESIGNER. I'm talking about the
person who uses the desktop publishing software
program to "lay out" the ad, fit it into the right
size space, add the correct typeface, etc.
Designers just LOVE to give free advice about what
makes a "good ad."
I remember about 5 or 6 years ago when I was first
growing my current business, and I'd get emails
from graphic designers that would say "Hey, I'll
redesign your website if you'll give me some of your
products for free."
I would write back:
"Great! Here's the deal. I've been studying Direct
Response Marketing for about seven or eight years
now, and I've been testing all of the elements of
this website to optimize the conversion. I've
probably tested fifty combinations of copy, design,
typeface, etc. but if you think you can beat it,
then take a shot. I'll test anything!"
Next time someone wants to "take over" your marketing,
just say "Great, let's figure out how to measure the
conversion of everything you do, and let's shoot for
a return of at least 100% on every marketing dollar
we spend on the front end, OK?"
Get ready for the typical "Well, I've heard that you
have to get your name out there, and that people
don't buy until they've seen an ad at least seven to
ten times..." answers.
My point: Get people to HELP you with your marketing,
but NEVER delegate it 100%. That's when your response
will start to drop."
08-04-2007, 11:52 PM
Thanks for the info -
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