In this article I am going to discuss what you should be analysing in your online business. There is much talk about testing and tracking results but what things should you actually be looking at?
Squeeze Page
I will assume that you are building an email list and therefore using some kind of a squeeze page so that people can opt in and become a subscriber. This is definitely one of the areas that you need to be testing.
If you can optimise your squeeze page you will need to drive less traffic to that page to get the same number of subscribers.
The most important thing is to check that you are offering something that your target market will find beneficial and want to download for free. Then you can edit your header and bullet points to see if you can make them more compelling to optimise your opt in rate.
Email
Once people have signed up to your list then there are things that you need to start analysing as far as your email campaign is concerned.
Your emails need to be opened and when you come to promote an offer you will want people to click on the link through to your sales page.
Therefore you need to analyse your email open rate and your click through rate.
Email opens
The reason why people will open your email is because you have proved that you deliver valuable and helpful information.
Another reason why people open email is because the subject heading is of interest to them.
Therefore throughout your emails, on your website and in your free gift, you need to demonstrate your credibility as someone who is available and able to help them as an individual.
When it comes to the subject headings this is something that you can test and your email auto responder will have a split testing tool that you can use to help you do this.
Email clicks
Once someone has opened your email if you have a call to action in our email and you want your subscriber to click on the link, you need to make sure that the link states exactly what they are going to expect.
If the text is not relevant to your sales page then you will probably annoy a lot of your subscribers.
It might be worth testing to see if adding a link at the top of your email as well is one at the bottom or elsewhere, increases the number of clicks. You need to give someone a reason why it would be beneficial to them to click on that link.
Sales Page
Another obvious place that you need to test is your sales page itself. The most important parts of your sales page will be your headline and your opening paragraph. These need to impact your visitor immediately so that they engage with you from the start.
Your call to action must also be visible throughout your sales letter and this is something you can test to find out how many times and in what location the sales button may increase your conversion rate.
Where Does Your Buyer Come From?
A very important part of your analysis needs to be a way for you to find out where your buyer's are coming from.
Let's just suppose that you are gaining traffic from your website, from You Tube videos and from forum posts. You may find that people who have joined your list from watching a video tend to become buyers more often than those who have joined your list from visiting a forum.
This is very valuable information and enables you to focus more of your efforts on driving traffic using videos in this particular example.
By Kay Franklin
