How to Test Your Web Headlines and Web Site Home Page to Sell More Products and Services
Judy Cullins c. 2006
A client asked me, at what point do you change your Web
site when not making enough sales? My answer? Within a month, because as long as your ad copy is weak, those weak sales numbers will continue. Test your web site headlines and web home page content to be sure your sales message is strong so you can increase sales.
Your coach is number one on Google and 35 other search engines with the word "bookcoaching." . While my site gets 3500 visitors a day, I noticed a below 2% conversion rate for one top eBook. . The culprit? My sales letter for that book.
Ways to Reach your Web Sales Dream
Test your web site headlines and web home page content to
be sure your sales message is strong. Send a casual marketing
survey to your friends and associates. Send different Web site parts such as each headline that takes the visitor to the sales letter or the sales letter itself.
In the subject line, put, "I need your brain for why my web site sales messages are not selling."
Inside say, "My Web site is not selling this product or service (name it) as well as I want. Will you rate each of these parts from 1-5? And, add other words that would compel you to buy?
1. Test your sales letter headlines. Includes four or five varieties of one headline. Ask your associates which headlines
convince them to look further at other site parts or feel convinced to buy your product or service. To make things simple ask them to vote from 1-5 so you can see how to change it.
Example # one headline for the book "Ten Non-Techie Ways to Market Your Book Online"
"Are you disappointed and tired of time and money down the drain using traditional book marketing? How would you like sell more books than you ever dreamed of in less time and never have to leave your office?"
"Discover How in Only Four Months You Can Quadruple your Monthly Book Income to Reach 10,000 to 100,000 Internet Users Who Want your Information-GUARANTEED- To Move Your Book to Top Profits You've Been Dreaming About"
Notice the ingredients in this longer headline. Mentions benefits such as "quadruple monthly income," "sell in a lot less time." Mentions where audience is now--their challenges such as money and time down the drain with other book marketing methods.
Be sure to use benefit-driven headlines throughout your sales letters.
If you don't hook your web visitor with compelling headlines, they won't click to finally buy your service or product.
2. Test each sales letter for each product or service you offer.
Most business people such as consultants, coaches, speakers and professionals want new clients. But if they don't have a "soft sales" letter for their services, this important source of income gets back burner marketing and back burner sales. Sales letters help educate your web visitor to know he or she needs to about you, so they can make a definite decision.
3. Test your Home Page Parts
One. Make a list of the three-four top income sources you offer on your web site. First, give the top money maker the most prominent place on the home page. Usually, that's your coaching, consulting, workshops, teleclasses. Next, include your top two or three top products such as books, ecourses, CDs. If you sell more than this number, give them a special page other than the home page. For these three, you'll include three short headlines because you want your home page to be easy and fast to read.
Two. Put your free report or ezine offer under the top three headlines. Mention benefits in a short phrase so you get more sign ups. With this process, you capture new email addresses to add to your data base to later market to via email. Remember the gold is in the list.
Three. Put a short bio of just a few lines after the top Remember to make your web home page a YOU centered page. What you can do for your visitor. They want answers to challenges. For all of your credentials, add a separate page. When people visit my new site's coaching information page, they get options to visit my platform, my list of published clients, coaching packages and sales letter.
Four. Put your mission statement on the About You page, but not on the home page.
4. Test your benefit and features words and phrases for each sales letter. Make a list of the top 5-10 for each product or service. Choose the number one benefit and start your sales letter with that one.
Benefits are outcomes your buyers want after they use your product or service. They include more consistent higher income, saving time and money, or creating a balanced life. Benefits sell, features explain or describe your product. Features include phrases such as "5 steps to...," or "7 Sure-fire ways to ..." Once you know the difference, then you can combine them to read something like this: "Seven Sure-fire ways to Increase Profits from your eBook."
In your "I need your brain" survey, ask your people which phrases work? Which ones convince you to order or buy?
Give your survey people a finish line so you can gather this valuable information quickly. Offer a free report or eBook to anyone who takes the time to respond. Give them all the vital contact information in your signature file at the bottom with hyperlinks to your email to make it easy.
When you test your headlines, you will convert many more visitors to happy customers. You will bring those visitors back for more, applauding you and saying BRAVO! They will create a buzz about your great site, and send you many more visitors through word of mouth. These visitors are your personal 24/7 marketing team.
For more information about web sites, the Internet, and copywriting click here.
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Book and Internet Marketing Coach, Judy Cullins, can help you build credibility and clients, sell a lot of books, and make maximum profits. Author of 11 books including Write your eBook or Other Short Book Fast and The Fast and Cheap Way to Explode Targeted Web Traffic" Get her free eBook"20 High Octane Book Writing and Marketing Tips" and two free monthly ezines at http://www.bookcoaching.com