Associate Programs Newsletter #447
Jay Stockwell here.
I love digging through data to find nuggets of gold. Today, I've got some startling evidence of old school wisdom holding true.
Plus, some interesting feedback on last week's post and some extra weight to the debate.
1. You've got less than 1 minute to make a sale
2. More weight to the debate and a cool site
3. Thought for today: Rebuilding your plans
1) You've got less than 1 minute to make a sale
I was reminded of a scary fact today while digging through my website analytics.
That is, the most important stuff you should focus on with respect to your website relates to what people do within the first minute.
Check out the difference in conversion rates for one of our sites:
People who stay for less than 1 minute = 0.23%
People who stay for more than 1 minute = 7.36%
Read all the details here:
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2) More weight to the debate and a cool site
My post last week entitled “If I don’t use video, will I fail” drew quite a bit of attention. It seems that there are a lot of people who simply don’t like video.
As I mentioned in my post, I'm not saying video is a bad thing. What I'm saying is that you need to test it thoroughly to ensure that it is performing.
You really just can't trust what the “IM Gurus” say. Most of the time they have an agenda they are pushing, and almost all of the time their data is very limited (if they even test at all). I was contacted today by the owners of a really cool new website called ABTests.com.
It essentially publicly shares split test results, often on some high traffic sites like Firefox, YouTube and Highrise. It's awesome to learn vicariously from other experiments.
While I was on that site I looked for some results where video was used in the experiment.
As expected, there were completely contrasting results.
RJMetrics.com saw a 187.7% improvement in their conversion rates by NOT using video.
See those results here:
While Geomoto saw an 80.9% conversion rate increase by USING video.
See those results here:
The important take away is in the “Results Hypothesis” section for Geomoto:
“Both bounce rate and conversion rate improved and both were in line with the interaction rate of the video. We pride ourselves on having both easy to use fleet tracking hardware and software – something our general customers aren't used to. Demonstrating this quickly and engaging users immediately has not only impacted the volume of leads, but also the quality.”
So the key point is that they believe the success of the change was attributed to being able to better demonstrate the benefits of the product through video.
Keep this stuff in mind for your own sales processes.
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3) Thought for today: Rebuilding your plans
“When defeat comes, accept it as a signal that your plans are not sound, rebuild those plans, and set sail once more toward your coveted goal.” – Napoleon Hill.
All the best