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Writing good AdWords ads is always tough- you have very little space to get your message across. After you have carefully crafted an ad that is both eye-catching and relevant to your landing page - your next step should be to write a competing ad along with it - and configure your AdWords campaign to serve both ads evenly.

Your second or ‘challenger’ ad should be something truly different - a different take, perhaps a 180 from the concept of the first ad. The idea is to not let your own personal tastes govern what ads you serve - you need to let the customers decide.

Here is an example, ad #1 - this one gets lots of clicks:

Girl Power
Pink Taser C2 -Free Shipping
Bonus Pepper Spray w/Purchase
YourDomain.com/PinkTaser

And it’s competitor (a bit more conventional):

Taser C2 Protection
Free Shipping
Large Selection - Low Prices
YourDomain.com

Now go to Edit Campaign Settings and under Ad Serving, check ‘Rotate: Show ads more evenly’. Then you wait. I usually wait a couple of weeks - it might just be days if you get a lot of clicks. You can then use the free Verster tool to see if your click thru rates between the 2 ads are statistically different - and establish a ‘winner’.

Once your winner is clear, scrap the loser and create a new ad - and try to beat your new champ. Over time, you’ll improve your click through rates, and sales.

I have a great new report that explains in detail even more advanced AdWords techniques. Order “Why You Pay Too Much For Adwords” - only $7 - instant download link sent to your email!

Yes - for most sites.

Contrary to what most gurus are saying today, for sites with under 1000 unique visitors per week, simple split testing will work better for you. Why? The first is simple math. Tom Lindmeier explains it better than I could - but the bottom line, without big, stable traffic numbers and a steady, measured conversion rate, your multivariate testing results are not much better than choosing a ‘winner’ sales page at random.

Any freshman statistics student learns that for a statistical observation to be reliable, it needs to be derived from a sample size large enough to ensure reliability. If you are launching a new product or site with zero traffic to start - you are making a mistake if you are making copy writing decisions based on statistics based on just a few hundred visitors and a handful of sales. Keep in mind also, the more variables you test, the more observations you will need for a valid test. The second reason I don’t like this approach is that the software used in multivariate testing puts your sales letter into ‘cookie cutter’ mode. You have to break your approach down into predictable chunks: “ok, here is the guarantee, here is the call to action”…etc. This flies in the face of good copy writing development technique. When you are launching a new product - you need to test more than just variations on the same basic sales letter. You need a few different sales letters, that have variations in headline, appeal, target audience and content order/format. You can’t be bound to what your ’software’ says you can do with your variations and ideas.

My advice: split test 3 or 4 sales letters first - in 30 sales or so, you’ll know what overall approach is working best - then you can work out the minutiae of what color, guarantee copy, etc. converts best. John Taylor has an excellent script that is inexpensive and works well. It is better than Google’s free solution and some of the older tracking scripts like the Scientific Marketing Assistant because it keeps all of your traffic on your domain’s index page- a very important SEO advantage. Check out the sales page for my enhanced version of AdTest Pro. My enhanced version allows you to add pages to test AFTER the test has begun, and allows you to edit pages after they go live. John has kindly allowed me to resell my version of the script. Check out the sales page, or just click the button below to buy:

AdTest Pro - $9.95
Secure Payments
Made Through PayPal

In a previous post, I outlined the importance of split testing the ‘big stuff’ with sales letters. Unlike multivariate testing, where you are tweaking small portions of basically the same sales page, this approach doesn’t assume you are ‘dialed in’ the the correct sales approach for the standpoints of:

• Overall Ad Appeal, i.e.:
  • Professional or ‘Regular-Guy’
  • Benefits are presented matter of fact vs. emotional 
  • Bonus-driven sale vs. product driven
• Ad Tone
  • Hard sell vs Conversational
• Ad Target Audience
  • Beginners or Experts
• Layout
  • Minimalist or busy
  • Placement of bonuses -
• Look and Feel
  • Bare bones vs. lots of graphics
  • Video clips vs. pictures

If you know your customers well, some of this testing will not be required. But if you are entering a new market, with unknown customers, you’d be wise to use a split-test script to test these concepts.

With his kind permission, we have taken John Taylor’s AdTest Pro script and added additional functionality and offer it for sale here. You can now edit your running split-test campaigns that are in-progress by adding additional sales pages, editing existing pages and deleting running pages. We feel these improvements give the script the kind of power and flexibility you will need to really test throughly.

The big advantage of this script over other similar solutions, including Google’s free slit tester, is that this script keeps all of your traffic on the index or home page of your domain. You won’t have search engines spidering and indexing your ‘test’ pages with this script, your search results will always point to your home page. This is a huge advantage for the SEO of your page plus you won’t have to keep the various copies of your test pages active to avoid broken links. Here is the order link, we have kept the price at $9.95:

AdTest Pro - $9.95
Secure Payments
Made Through PayPal

By John Taylor

Testing is defined in the dictionary as this…
“A procedure for critical evaluation; a means of determining the
presence, quality, or truth of something”

…and that’s exactly what it is, a way for you to determine the presence, quality and truth of every aspect of your business, in other words, a way for you to find out exactly what works and what doesn’t work, what produces results and what wastes time, what makes you money and what costs you money.

This is why it is so vital to your business.

Testing is one of the most important aspects of building a business that you can possibly do, it really is, testing can be the difference between $100 a month and $10000 a month, it can be the difference between a 1% conversion rate and a 5% conversion rate, it can be the difference between success and failure.

That may sound a lot like hype but it really is the truth, if you’re not testing aspects of your business and marketing process then you’re leaving money on the table, possibly a LOT of it.

Testing is vital when it comes to Internet business, there are so many factors involved in running web sites and marketing them that it is simply a must to test, otherwise, you may find that your dreams of building a huge business online quickly becomes something that is only ever going to be a dream.

There are a number of reasons why testing is so important:

•    You will know what advertising methods are producing
•    You will know what is bringing in the traffic and WHY
•    You will know how to get the results quickly
•    You will know how to reduce your costs
•    You will know how to increase conversion rates

There are seriously so many different reasons why you must test that I couldn’t list them all here, it would take me forever and I’m not exaggerating, nearly every tiny detail of your business and marketing process can be tested in some way in order to improve it.
Even more important than all the things listed above is this…

You can then take that data and use it on your next site and the one after that and so on!

Just think about that for a second, you put a site up, you start marketing it, you test everything you can about it until it is making the most money for the smallest investment, you now have concrete data that tells you “x produced twice the conversion rate as y”, you have data that is a result of testing and you can now use that data when you create your next site.

You can do this for every project you do, use the data you already have from your previous tests in order to make sure you get the best results even faster than before with your next project.

This is really powerful stuff, it may not seem it right now but it is.

When you use testing to improve your business you will be very surprised at just how small a change can make such a big difference.

I hope you realize just how important testing is, most marketers think that the best way to increase their sales is to increase their traffic, well, it’s true that doing that should work, however, you can probably increase your sales with the exact same amount of traffic as you have now, there’s only one way to find out and that is to TEST it!

What Is Split Testing

Split testing is a very simple concept, you basically use a script to rotate two web pages on a domain for every other visitor that comes to your site, it would then provide you with data that would help you understand which page produces better results and more importantly why.
For example, let’s say you are selling an ebook about how to relieve stress, what you would do is create two different sales pages to sell the same product, you would then use the split testing script to rotate both the pages so that they are both exposed to equal amounts of visitors, the script would then let you know which converted better and you would be able to use that one for your permanent sales page.

Can you see how profitable this can be?

You can use split testing to constantly increase your conversion rates and therefore put more money in your pocket, sometimes just the slightest change can make a huge difference to your bottom line and it’s so easy with split testing.
Let me give you an example of how profitable this can be, if your ebook is selling at $27 and your sales page currently has a 1% conversion rate, for every 100 visitors you send to it you will make $27, so after 1000 visitors you would have made $270.
Now, if you can use split testing to increase your conversion rate to just 2%, not a big change, you would instantly double your sales and your profits, so for running a simple little test you would have added an extra $270 from those 1000 visitors to your income!

What Parts Of Your Business Should You Test And Why

I cannot even begin to list all the elements of your business that you should because there is simply so many factors involved, however, I will share some of them with you that you can begin testing immediately.

Headlines
The headline on your sales page is one of the most important parts of the whole page, it is the part that gains the readers attention, builds their curiosity and interest and sucks them into the rest of your marketing message.
Testing a headline can be as simple as just changing a few words at a time, sometimes just a minor change can have a big affect on how effective it is.

For example, which one of the following two headlines do you think would be more effective:

“Discover How To Increase Your Opt-In Rate Using Simple, Proven-To-Work Methods!”
Or
“Discover How To Gain More Subscribers Using Time-Tested, Easy-To-Do Methods!”

Guess what, there isn’t really any point in guessing because that’s all it is, a guess, the only way to know which one would convert better is to test them both. Most marketers don’t do this, they just throw up their page and drive traffic to it, hoping for great results when something as simple as testing the headline could give them much better results. It literally takes a few minutes to rewrite a headline and upload it to your site yet the gains could be huge.

The Opening Paragraph

While your headline is THE most critically important element on the page because it’s purpose is to attract your readers attention and pique their curiosity, you must have a strong opening paragraph to draw your reader into your sales letter. In my extensive experience the most effective opening paragraphs are when the writer has an interesting, and relevant story to tell. People love to read and to listen to stories, especially when they themselves can relate to the situation being described. Your opening paragraph should arouse the readers interest and engage them so that they keep reading.

Images

The images you display on your web site is another easy thing to test, this could be things like: Having an ecover versus not having one Having a banner versus not having one Different titles in your banners and ecovers.  It has become common for marketers to use custom designed templates on their sites, the usual way of thinking is that it looks more professional and makes the page more appealing, well, that may be true but how do you know it isn’t having a negative affect on your sales? Just because you see someone who is successful using a nice fancy banner at the top of their sales page does not mean you should have one on your site, in fact, they might not even have tested it on their own pages.  If you have a page up that has a banner graphic on it then it would be a good idea to remove the banner and see if that produces better results, you may be surprised.  This can work for all sorts of images, not just banner graphics, you should be testing everything, otherwise you are just guessing and that is certainly not the best way to run your business.

Color Schemes

This one is often overlooked and not given significant importance, the colors you have on your web pages DO have an affect on how they appear to your visitors and I’m not just talking about how nice they look or how friendly they look, I’m talking about how they affect the way your visitors read and react to your site.

The bottom line, just because a color scheme may look nice and may seem like the logical way to go when you are creating a site doesn’t mean that it is best for your bottom line, even the ugliest sites can do better than beautiful sites in terms of income.

Again, the only true way to know is to test it.

Object Placements

Many of us display adsense ads and opt-in forms on our sites, obviously our main goal for these things is to get the most clicks and opt-ins from them, well, it may be possible for you to increase both by testing where you place them on your site.  For example, you may have an adsense skyscraper going down the right hand side of your site, how do you know you wouldn’t get more clicks if it was a block in the top left? You may have an opt-in form at the bottom of your page, how do you know you wouldn’t get double the opt-ins if it was in the middle instead?  There is only one way to find out, by testing out object placements on your sites.

Traffic Sources

Let’s say you are generating traffic using five different methods, you spend an hour per day on each one and $100 in total per week.  What if you found out that only three of those methods were actually generating traffic for you and you were spending $50 on something that didn’t produce any results at all? Wouldn’t it be great to know that, this is the importance of testing. You would now be spending only three hours per day compared to five and $50 per week compared to $100 yet you would be getting exactly the same results as before!  You’ve cut your work load and costs down and you now have more time and money to spend on other business related issues, all because of a little testing.

Advertising Copy

One of the popular methods for generating traffic is using AdWords, you pay for every click-through to your web site and then try to convert that traffic. One of the most important factors with adwords advertising is the click-through rate.  If you can increase your click-through rate then you have increased your traffic, you can test the headline of the ad, the first line, the second line, the display URL and so on, with a little ad testing you might be able to double your traffic or more.

Email Marketing Elements

Email marketing is a big part of most information marketers arsenal, building contact lists and then selling to them is an important part of building an online business as it gives you the ability to regularly contact your prospects and customers and promote products to them.  Testing email marketing elements should definitely be something you do, especially if email marketing is a big part of your business, you can test things like email titles, opening paragraphs, link formats, email formats (html vs. text) and other things.  For example, if you make money by promoting affiliate links to your email list then by testing different link formats you might be able to increase the click-through rates and your income.

Order Links

Another very simple thing to test that has the potential to increase your sales, testing your order links is very easy, here are a few things you can test:
Have a text link saying “Click Here To Order” Test changing the text in the link
Having a button with PayPal on it
Having a button with credit cards on it Having the text on the button say “Buy Now” Having the text on the button say “Pay now”
These simple little changes may seem insignificant but you really never know until you test them, it would be silly not to test something as simple as this, you can change an order link in literally minutes and it could put more money in your pocket.

Scarcity

This can be a very powerful thing to use, people don’t like to be left out, they want to be in the know and part of the loop, so you can use this to your advantage on your sales page, you could only sell a limited amount of copies of your product, this means that readers will realize that if they want to get it then they have to get in quick before they are all gone, you could only give away certain bonuses for limited amounts of buyers, for example, the first 100 buyers get bonus 1, the next 100 get bonus 2 and so on but make sure the bonuses get worse as they go on.
These are just a couple of ideas for you but you should be aware that scarcity is a very powerful thing, it can make people feel that they must get your product urgently as it will not be there for much longer.

Deadlines

This quite similar to scarcity in the sense that it can create that sense of urgency in your prospects mind, it’s also very simple to put to use.
If you are about to launch a new product and you want to sell as much of it as possible in the shortest time period then use a deadline, maybe the price will increase after x amount of days, this will make people want to get in early so they get the cheapest price or maybe you could even say that the product will only be sold for x amount of days and then never released again.
Give people a reason to get your product as soon as possible, if they know it won’t be there for long or will be more expensive the next day then they are more likely to get it right there and then.

Price

The price of your product is a big factor in the decision of your prospect, you can have all the benefits and features made clear to the reader and have them sucked into your message but most people want to know one thing - How much it will cost them!
Now, don’t think that this means the lower your price, the more you will sell as that is not always the case, sometimes increasing your price can actually make it sell more.
Just test different prices and see which ones make you the most money.

Guarantee

If you come across a product that you want and the guarantee says that you can get a refund within 3 days of purchase, would that not put you off a little, I mean, three days doesn’t sound like they are very confident in the product, why such a short time?
What if it said three months instead?
Three months to accurately use and test the product and find out just how good it is and if it was worth your investment, all the while knowing that you are safely inside the guarantee period.

Bonuses

Everyone loves getting things for free, I mean, why wouldn’t you?  This can be used to increase the appeal of your product, adding bonuses beefs up the value in your offer and can make it seem as though you are sort of doing the buyer a favor, you know when you see a sales page and it says that if you buy the product you will get x,y and z products absolutely free of charge, sounds great.  Use bonuses to add value to your offers and make it seem as though you are giving out a better deal than you should be.

What Can AdTestPro Do For You

AdTestPro is a new split testing tool that gives you the ability to test multiple pages in order to find out which one produces the best results.
For example, if you are going to put up a squeeze page for a niche market you want to start selling to then you could create two versions of the page, just word them a little differently, try different images, things like and then let AdTestPro run them, all you need to do is drive traffic to your domain name and the script will automatically rotate the pages so that each page receives the same amount of visitors.

The script will provide you with the data you need and will show you which version of the page produces the best results, then you simply go with that page or even better, create another one and see if you can beat the results, if you continue doing this then you will be constantly increasing your conversion rates.

The great thing about AdTestPro is that it is extremely easy to install and easy to set-up, this script has been created specifically for the purpose of making split testing easy for you to do, you don’t need to learn any sort of coding and there isn’t anything difficult about getting the entire thing set¬up and ready to go.

●    Easily install and set-up the program - No complicated code to worry about
●    Test everything about your web pages - Graphics, wording, layouts and more
●    Gain important data that puts more money in your pocket when used
●    Run alternate versions of the same page - Squeeze pages, sales pages, etc
●    Find out what little changes can make big differences to your bottom line

Conclusion

I hope I’ve explained the extreme importance of testing and how vital it is to the growth and profitability of your online business, testing really is one of the most important things you should be doing, you can increase your profits and cut your costs and workload just by making tiny little changes that take less than a few minutes to implement.  Trust me, I wouldn’t be telling you this if it wasn’t true, if you’re not testing in your marketing process at the moment then you are probably leaving a LOT of money on the table, don’t leave it there any longer, start testing things and I know you’ll be pleasantly surprised with what you find.

Thanks to John Taylor for this information.  Read more about John and his products at his blog.

I’m very proud to announce my newest CD-ROM information product “Add A Shopping Cart To A Open Source LMS”. There has been much discussion online on the various forums and newsgroups on exactly how to add robust e-commerce to the open source LMS products. I’ve developed a method that will work with any of the popular LMS packages, and I’ve published these instructions on an interactive CD-ROM.

If you are creating a pay-to-learn web site, you have no doubt looked at the various web-based open-source LMS (Learning Management Systems) or sometimes called CMS (Course Management Systems). These programs were designed by educators, not marketers, so they don’t contain the payment solutions that marketers want to cash in on the ‘Boom’ in pay-to-learn web sites.

Add A Real Shopping Cart 

You need the flexibility of the LMS, but you also want:

• A professional-looking cart and checkout system
• The ability to use any payment processor - not just PayPal
• A pro-grade affiliate management system
• Ability to track payments
• A system that integrates with popular 3rd party systems such as autoresponders
• Professional design and a reliable system

Buy the CD-ROM for $29.95 with FREE US Shipping.

Or, Check Our Sales Page For More Info… 

$29.95 FREE SHIPPING!

I’m putting the finishing touches on my newest information product:

Add A Shopping Cart To Learning and Course Management Systems

This is the ‘hack’ everyone is looking for to add a professional shopping cart to an open-source LMS or CMS. I’m not going to advertise the name of the software this CD-Rom product is designed for, but if you use open-source CMS or LMS systems, you’ll easily guess the name. Why the mystery? Well, seems the owner of the system’s trademarked name won’t let anyone advertise services related to his GNU product without paying him first. I’m not judging this issue one way or another, it’s just the way it is.

I’m going to include instructions on how to use this technique, including screencast video, source code and written documentation (most of the content is video). This method uses the E-Junkie shopping cart, and does require a bit of technical know-how to implement - but if you have scripted in PHP and can set up a MySQL database, you’ll find it pretty easy to do.
Release date of this product will be Friday, May 20th. I’ll offer the product for $29 with free US shipping.

Sign up here for updates and advance notices.

I have received several requests that our AdWords For Real Estate instructional CD-ROM be made available again, so here it is. This has been by far the most popular and well-received information product I have ever produced. I took it off the market for a time while I redesigned the web site, but this and other products will be available from the ‘Our Products’ tab at the top of this blog.

I’d also like to invite you to participate in our 50% share affiliate program. My program offers a 50% commission on any of my information products. I have chosen E-Junkie to manage the program, so you can be assured that the program is technically sound and you will get credit for all of your sales. You can choose to use a hop-link or you can get a buy now button to place on your web site, either way, you will earn 50% on every sale!

Join our Affiliate Program
Earn 50% Commission On Every Sale! You will be sent an email for each sale originating from your website. Each month’s earnings will be paid via PayPal within 15 days of month end.

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