The step that MOST ONLINE BUSINESSES FORGET TO DO is to test and track everything on their web site. You have to know what works! And what doesn't. In fact, it all comes down to yes it works and no it doesn't work. This is so simple and so over looked. But testing and tracking is the core of success to an online business.
What do I mean by testing? Testing your web site's features to find out what makes your visitors respond in the means that you have envisioned will lead you to online sucess. Don't assume that your web site is perfect. Don't assume that visitors to your web site will naturally do what you want them to. You must test everything on your web site to find out exactly what works.
What should you test on your web site? I've already stated, "everything". But let's get specific. You should test your headline, your content, your sales pitch, your conversion content, your links, everything. Even down to the details of the web site design, the color of your headline, the font, the link's phrase. Every part and everything.
This testing of your web site should be done scientifically. Paired testing is the method to use. What is paired testing you ask? Simply put, you make two versions of the same page and serve them to your visitors by alternating which page is viewed. 50% of your visitors will see one version and 50% will see the other. A "cookie" is added to your visitor's computer when they click on your site so that if they come back again, they will see the version that was originally viewed. This way no one visitor will see both pages. This makes your testing more accurate.
For example, let's say you're testing your headline color. One version will have a black headline and the second version will have a red headline. After you've received a few hundred hits to your page, you find that more people read through your copy and bought your product or service with a red headline. It's the one that draws your visitors into reading your content and taking action, so this is the version you will use.
Once you've tested the headline color, you should go on and test other things on the page with a paired test. Say you decide to continue focusing on the headline. This time you choose to re-write it and find out if the new headline produces more sales. Again, you make two versions and test them. You can test just about everything on your web site and pages. The trick is to test only one factor at a time. If you test more than one thing at a time, you will not know for sure what is working.
But now you're thinking: "how can I serve up alternating versions of my pages when my web site host's server can only put up one version?" You need special software to do this. Testing software comes in web based versions for those whose web site host doesn't allow you to do this kind of testing and server based software that you can upload to your own host's server and run the tests from there. I prefer the server based versions myself.
I'll tell you what. If you would like to start testing your web site and pages, I'll give you a complimentary, server-based testing software. Just go to
http://www.ristvinmarketing.com/download/sima.zip and download this nice web site testing software. Or, you can search the web for more complex web site testing software that you can buy.
I encourage you to throroughly test every aspect of your web site and pages. It is best to know exactly what works. Tracking your links is the second factor when trying to find out what works and what doesn't that you need to address. What does this entail? ...
Tracking your web site visitors is your means to find out what they're doing when on your site. You can find out which pages they click through to, which links are used most effectively, what parts of your sites are making sales for you, and much more. Tracking is essential to finding out what's working and converting sales for you.
Tracking is accomplished by placing an html snippet into the
portion of your link and also by placing a hidden html snippet into your sales pages and sales thankyou pages so you can determine which links were clicked on, whether you site visitor went to your sales page and clicked to buy your product/service, and whether that visitor actually bought your product/service. I think you can see where this would be very valuable information for your online business.
If you go to http://www.ristvinmarketing.com/salesminisite2.html you'll find two versions of tracking software that I use on my web sites. I actually use both because each has different features that I like and use for specific purposes. But if I was to only use one, it would be DynaTracker. Both of these are server based software. You can also google for tracking software if you are looking for something free or web based. But I've found the best results with software that I've bought for the intent of tracking visitors on my site.
When you test the various aspects of your web site and track your visitor's movements you will have the essential information to make decisions concerning your online business and your web site. You will have solid evidence of what works and what's selling. You will also know more about how to develop your web site further to make you more income in the future. I can't stress too much just how helpful testing and tracking of your web site is.
Your online web site represents your business. You want to get the most out of it. Don't leave yourself in the dark with decisions that will make or break your business. Be sure to include testing and tracking in your online business plan.