Estimated reading time: 8 minute(s)
What Exactly Are You Testing?
To provide a context in which that answer makes sense, let me first talk a little about sales funnels.
Your sales funnel is the buying decision your customers go through in the process of becoming your customer.
I’ll illustrate this with an example and the example I’ll use is us.
When people become members of Inbound Marketing University, they need to believe the following:
- Small business SEO packages are ineffective (which they are).
- They, or someone else in their business, can do Inbound Marketing. Inbound Marketing does NOT take a seasoned pro (which it doesn’t).
- The results from successful Inbound Marketing has transformed businesses who did it (which it has).
- Making it work requires it being a priority for your business, and someone will devote 1 to 2 hours a day to the effort.
- Inbound Marketing University is where they’ll learn how to do it properly.
Once someone has walked through that thought process, they can’t afford not to join.
Conversion events are when someone moves from one step in that path to the next step.
The example progression about is what I mean by “buying decision process”. It is also called The Buyers Journey. Their buying decision process is also my sales funnel.
What you test is the ways you influence people to move from step to step. The more people you influence, the “better” that method is.
Examples of Always Be Testing
Your Elevator Pitch
Let’s start with your elevator pitch. You’ve practiced it, got it down, and can recite it at any instant.
The problem with elevator pitches is most of them don’t work. Why? Because they’re bad, that’s why.
The goal of an elevator pitch is to cause someone to say “Really? How do you do that?”. Very few elevator pitches get such a result.
If yours doesn’t create different versions. Maybe at first just one new version. If possible create 3 new versions. Then use different versions with different people to see which (or ones) gets the strongest response.
When you find the one that works best, use it, but still try new ones as you may find one that works even better.
Moving Someone from a Blog Post to a Landing Page
At the end of your blog posts, you’ll insert a Call to Action (CTA) button. The action you want them to take is to move to the next step (which will vary depending upon what step in the process the specific blog post addresses).
For each desired action, try different CTA buttons. Try different wording, and even try different colors.
Even something as simple as a blue button vs an orange button can change your conversion rate. But you never know for sure what works for your audience until you test.
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