Dot Com Incomer
Newsletter
April 24, 2007
ISSN 1705-9771
Publisher - Jim Austin
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WELCOME
Welcome to the Dot Com Incomer.
The life blood of your online business is sales. To get sales, you need traffic to your site. To get that traffic you have to let people know about your site. You have to advertise your site in some form or other. Todays articles will help you to get the most from your advertising.They are: "How To Create Hot Selling Headlines For Your Ads" and "Increase Online Sales with Split Testing Methods".
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IN THIS ISSUE
==> Consider This
==> Feature Article
==> Sponsor
==> Article #2
==> Sponsor Ad #2
==> Free Download
==> Legal Stuff
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FEATURE ARTICLE
How To Create Hot Selling Headlines For Your Ads
by T. Detty
It greatly surprises the uninitiated to discover that advertising professionals and copywriters spend much more time on their headlines than on any other part of their ad copy. Sometimes they will come up with dozens of different headlines before they finally settle on one that they'll use.
Even in the offline world, leading ad copy writers usually test half a dozen headlines, often getting results that surprise them, before finally settling on the one that has proved to be the hottest seller.
What all this clearly tells us is that it pays to spend a lot of time on your headline. It is not too difficult to figure out why. Clearly the headline will decide how many prospects will read past it and ultimately how many will click through to land at the desired target site.
The most common mistake made by people who write headlines is to try and appeal to everybody. Quite often this will end up not at all appealing to anybody. Actually your headline should flag the exact people you are interested in. The more specific the headline, the better the response your headline will get.
The other common mistake is to tell the whole story in your headline. Have you ever come across a headline that tells you the entire contents of what follows? Naturally you will not bother to read it. This is one of the reasons why headlines that ask questions are so effective. Curiosity is a very strong human emotion that many leading copywriters use in their headlines. One of the most powerful techniques commonly used is to create lots of curiosity as you direct them to the target web site. Curiosity is a very powerful motive in humans and it works every time.
A good place to learn how to write good headlines is to scan through the headlines of leading supermarket tabloids. There is probably no other harsher and more demanding school for headline writing. One headline can sell a few thousand copies of a supermarket tabloid while another on the very same story can sell a couple of million copies. The same truth can be applied to the potential sales you are capable of making at your site, based on the headlines you choose for your ads.
Headlines are even more critical online because it is all that people see before they make a decision on whether or not to read something. At least in the offline world a reader can quickly scan through the first few lines or paragraphs. This is not possible online and you will therefore lose them or win them purely based on your headline.
In other words, the readership of your ad will entirely hinge on how good and effective your headline is. The best article, the best ad or content can gather dust, hardly being read, just because of a poor headline. This is something that happens very often online these days.
Your headlines are so important that they will easily make or break your online business.
Article Source: TheArticleNet.com
Terry Detty, 42 years old, finds internet marketing his passion. In addition to marketing he enjoys reading, and occasionally goes out for a short walk.
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ARTICLE # 2
Increase Online Sales with Split Testing Methods
by Mike Paolieri
Internet marketers commonly utilize split testing to measure the effectiveness of a marketing offer.
It's a scientific method that allows you to exactly determine what variations of individual elements of a web page can increase its conversion ratio (i.e. the percentage of visitors converted into sales).
Different split testing methods
1) A/B Split Test
It's the simplest one. Basically visitors are randomly directed to one of two different versions of a web page and results (sales, leads or click-throughs) are tracked.
This method will tell you what page is better, but not what individual elements on the page have positively influenced its conversion ratio.
You can run several split tests in a row and test different variations, but this can be a very time consuming process.
2) Multivariate Split Test
With this method you can test multiple combinations of different page elements at the same time.
Let's say you want to test the effectiveness of two different headlines (h1 and h2), product descriptions (d1 and d2) and product images (p1 and p2).
Your website traffic is evenly split so that each visitor will see one of the possible page versions made by a particular combination of these different elements.
Visitor A sees h1-d1-p1 and doesn't buy.
Visitor B sees h2-d1-p2 and doesn't buy.
Visitor C sees h2-d2-p2 and buys!
And so on for every possible combination. Once the test has run for enough time to give statistically significative results, you will find the winning combination of those page elements that produce the optimal conversion ratio.
In the example above 8 different web pages need to be tested.
Let's say you want also test two different testimonials (t1-t2) in combination with all the other page elements.
The pages that need to be tested are now 16. You can easily see how this number will exponentially grow as you add more page elements to the test.
More are the pages to test more traffic you need to generate enough conversions to determine the 'winning' page.
This is the main drawback of multivariate split testing.
Page elements that can be "split tested"
To limit the number of page variations and reduce the amount of traffic needed to generate significative results, split testing should be used to test only those elements on a web page that are most likely to have a large impact on the conversion ratio.
Headlines. You can test different versions of you main headline or unique selling proposition.
Bulleted lists of benefits. You can test if and how sales are affected by different product's benefits or by listing benefits in a different order.
Product descriptions. Test if and how different product descriptions, each focused on a different product benefits affect sales.
Product images. Split testing will help you determine how different product images, their number and quality influence sales.
Increases of up to 400% in conversion ratios have been reported by marketers utilizing split testing methods. Obviously split testing won't tell you how to write a good headline or an effective web copy, but will help you scientifically test all your marketing ideas and put them together in the best possible combination.
Article Source: TheArticleNet.com
Mike Paolieri is an editor of Arakne Links (www.arakne-links.com) a search engine friendly, general web directory listing only good quality websites categorized by topic, including Internet marketing and advertising resources. Sites with good quality original content will be listed for free, no reciprocal link required.
http://www.arakne-links.com/.
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