A lot of people get all caught up with the concept of tracking and testing because they know it’s important, but they really don’t have a clue of how to do it. I don’t know if there’s really anything out there that specifically shows you anything on tracking and testing, but something I use to do my split testing is Hypertracker.com.
When I do testing, I usually do a simple A/B or A/B/C split test. It’s really easy. You’re going to have campaigns running where you’re testing certain things. For example, myself and my neighbor, Shawn Casey, put together a video and I have been tracking the click-though rates as well as the actual sales we are getting. I’m also tracking what it costs me to get an action, how much it costs me for a sale, the cost per click, and then also the conversion rate. There is quite a bit of testing involved. But these are all the facets of proper testing and tracking to ensure you’re properly allocating your dollars in the right areas.
Through that testing we did, the video is actually converting at 3.3% with JV traffic and 2.25% for the CPA traffic, which actually isn’t that bad.
Next, I want to track how many people are going to the order form and how many people are abandoning the order form altogether before they get to the sale. So for example, of the 3,297 people that viewed the video, I got 274 people that actually clicked on the order form. And of those 274 people, 100 people bought the product. I have code on the order form and I have code on the thank you page after they buy. That’s how I’m getting all that information. Now, those 100 people brought in sales of $4,377 and my conversion rate is 3.03%. So I’m able to know what’s effectively working for me.
Hypertracker gives me coding that I can actually place on my pages to test. In order for this to work, when I set up my account I inputted my target URLs. I’ve got Video2.htm and Video12.htm, so basically I’ve done over 12 split tests on those two videos alone. Then I basically told the Hypertracker program the following; I said, “These are two links I want to switch back and forth with and I want you to track all this information.” Hypertracker is going to give me a URL for tracking. So I’ve done 10 different split tests with 12 different sites. A lot of times I put a link in email broadcasts. That link is usually a redirect back to one of those pages. So I’m tracking the clicks that are going through those links. This allows me to know what’s going on. I’ll then be able to make decisions as to whether or not I should be making any modifications.
To give you another example to ensure you understand exactly how testing and tracking works using Hypertracker… this is what I did… Video 2 has 47 sales and Video 12 has 53 sales. Out of 3,000 clicks, that’s showing me that Video 12 is actually the winner. Although the funny thing is, this thing flips back and forth. Right now it’s showing me which site’s converting. And then I can say, “Okay, well, Video 12 is the winner. Let me just go ahead and try to beat that.”
Initially when I’m starting off my split test, I’m going to create radically different pages to get radically different results. What most people are going to tell you is to test the headline and the colors. That works a little bit, but since those are minor changes, you’re going to get minor results. If you create radically different pages and you test those pages, then you’re going to get radically different results. These results will better improve your overall results and sales numbers.
One of the guys who used to work for me, just emailed me and said, “I’ve got a clean squeeze page and a flash squeeze page and I just want to let you know, the flash one’s beating the ugly one, like you tell everybody to do.” Well, he just wrote me back and he said it’s totally opposite. He said, “Well, dude,” he goes, “It’s ended up pulling away, beating the flashy page (smile).” So you want to test radically different pages over a span of 1,000 clicks, 1,600 clicks, and 3,000 clicks, because the numbers may be too close to judge. Every time you look, it may produce totally different results. So, you need to know when it’s going to be pretty much consistent. I may consider running different tests for 6,000 clicks as well, it all depends.
But my advice to you is that once you find the page that pulls the best, go in and work on the minor things such as changing the headline or the background and split testing. One background versus the other. Only change one variable at a time so that you can see which one is giving you the best results.
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