Jul 13 2008

Creating Relevant Marketing Messages 3

What do we mean by tracking?

Tracking is finding out what is ACTUALLY going on on the page. Not what you THINK is happening, but what you can visually SEE from their click action on the actual page.

More to the point, it will show you what they are NOT clicking on.

If you sign up for a free account and track your page in the tool Crazy Egg that we recommend for about 100-1000 visits depending on volume, and then weed out anything causing meaningless clicks, you should have a well-honed sales message at the end of your analysis.

You can then use this finely-tuned message for other purposes, such as your email marketing campaign (and if you don’t have one yet, you should! –More about that in another article) and even print ads.

Using tools to track your landing pages and sales pages will boost your sales, and this tracking study can be a firm basis for split testing your sales letters to do even better.

Don’t just take it for granted that the letter is working well, and NEVER assume that you KNOW what is working best unless you actually LOOK.

I tested several calls to action for our PDF download versions of our books, and found “Order Now, Download in Minutes” worked best.

Everyone else on the team had assumed that Order Now, or worse still, SUBMIT, was actually best!

It was only by looking at where they were clicking on the page, and weeding out the ‘happy clickers’ who will literally click on any hyperlink or picture, I was able to refine my underperforming sales letter, and then move its success over into my email marketing campaign.

(And here is another NEWSFLASH: just because our sales letters were written by copywriters who command about $20k per letter for direct mail does NOT mean they work online).