Your ad is bringing in clients. Your website is making your phone ring. Your seminar results in client appointments every time you run it.
Your marketing is working, and that’s good, but what if it could work better?
What if a different web page would bring you 20% more traffic? What if a different ad would bring in 50% more clients? What if a different offer at the end of your seminar resulted in 18% more appointments?
They might.
A different ad, a different headline, a different offer, and other variables, can result in dramatic differences in results. A few simple changes might bring in double or triple the number of clients, without any added expense.
It’s called testing and it is the essence of direct response marketing.
Author Tim Ferris invested $200 on pay-per-click ads testing different titles for his book. “The 4-Hour Workweek” got more clicks than any other title by a huge margin.
Keep running the ad that’s working and also run a different one. Don’t change anything on your webpage but send some traffic to a different page and see if you get better results.
You’ve probably heard about the value of testing. If you’re like most people, however, you’re probably not doing it, at least as much as you could. When things are working, it’s natural to want to leave them alone and focus on other things.
But test you must.
Talk to your marketing or web people about running some test ads, pages or offers. When you find something that works better than what you’re doing now, make that your “control”. Then, test additional changes against it, because no matter how well things are working, you never know if something else could work better.
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