Ladies and gentlemen, welcome to another episode. In today's episode, we're gonna talk about split testing. Split testing is a method for improving your conversions, or rather making more sales, basically improving the amount of people that you can convert from a visitor into a buyer. A lot of people just throw up an offer, throw up a page, and then they attribute the fact that they're not making sales to the fact that they're not getting enough traffic. When in reality, a lot of times the amount of traffic that you're getting can be maximized if you just improve things on your sales page. And there are a lot of things that you can improve. And sometimes the people that do decide to test things, they do it the wrong way, they test at the wrong times, and they test the wrong things.


So the purpose of this presentation is to give you an overview, a broad overview of what split testing is. And one of the things that you might be, you know, well-served by testing in your sales process, and remember, the, the, the, the purchase process begins way before the visitor arrives on the sales page. And we call it the promotion chain. I'm gonna talk to you a little bit about that as well. First of all, what exactly is split testing? What does it mean exactly? Well, this is when you create multiple versions of an offer for the purpose of evaluating which version outperforms the other, and leads to more sales or to a higher return on investment. Now, listen, this is another big mistake that people make. They think that making more front end sales will automatically lead to more, more money, and sometimes it doesn't.


Sometimes, you know, it's actually what happens after. Maybe it's making more backend sales, maybe it's split testing the upsell, or maybe it's split testing the welcome page, or what happens after the front end sale that's gonna cause a higher return on your investment. Because typically, the backend products that you're selling are sold at a higher price point than the front end. And if you're looking at the front end as being a loss leader, then really all you gotta focus on there is whether or not you're attracting people to it. And sometimes you get a higher return on in re investment if you do something to your sales process that might even decrease the amount of front end sales, but increases the amount of backend sales. So there's a lot of variables to look at, and there's a lot of different angles that you could look at each variable from, and that's an important thing to consider when split testing what you hear from one guy might not necessarily work for you, and what you hear worked for another guy might not have worked for the first guy.


And there's so many different ways to interpret the things that people are testing and so many different ways to test them. So again, every single process is gonna be different. A sales process has a lot of different variables that can potentially break the purchase decision, okay? So there's a lot of break points, so to speak, from your initial contact with the prospect to all the way to the point of sale, right? It's wise to test all these variables to arrive at a winning combination that's actually gonna maximize the traffic that your affiliates are sending. And at the end of the day, that's really the biggest goal that you should have, and that is to maximize the amount of money that your affiliates are making from the traffic that they send. Because if you focus on making your affiliates profitable, your money is gonna follow, and you're just gonna be profitable yourself.


You should always test your sales process long before you invite affiliates. I'm gonna say that again. You should always test your sales process long before inviting affiliates. A lot of people are like, oh, little Omar, how the hell am I gonna do that? Well, you know what? It's not right for you not to do that. It's actually wrong for you not to do that, because if you don't test it beforehand, then I'm a Guinea pig. The affiliate is a Guinea pig, right? That's like the chef that doesn't, you know, take a taste of his dish to see if it's too salty or what have you before he serves it, right? And, and this is important to keep in mind before you invite your affiliates to promote your product, you should have an idea of how it's gonna do and how it's gonna convert.


It's your responsibility to ensure that your affiliate is profitable, and that's reality, okay? And what I mean by profitable is it's not your job to make sure that your affiliate can make sales, but that he's profitable on the traffic that he sends. Okay? So if I, you know, my, my, my goal, right? Or my job rather, as your affiliate, is to send the most amount of clicks as possible. So if I send a high number of clicks, my job is done, your job is to make sure that those clicks turn into buyers as many of those clicks are turned into buyer as possible. If I send you a thousand clicks and you can't turn one of those into a sale, then it's, it's your fault that we didn't make money together. And chances are that I won't promote for you again because I didn't make any money.


I literally wasted that time promoting for you. I could have promoted for one of my own products and made a sale, or I could have promoted for something else that had a proven track record. This is why it's important for you to always test your sales process before you invite your affiliates. In addition, when you have metrics, when you've tested this beforehand, you have some metrics that you can show your affiliates and you can say, Hey, check this out. We've already tested this offer. We tested it to some warm leads, and we tested it to some cold traffic, and these are the results that we got from each, we got this percentage of conversion. So we've been, you know, experimenting with this to make sure that we're gonna maximize the amount of money that you make with your offer. That sounds very appealing and attractive to me as an affiliate.


It makes me feel like, wow, okay, well, if I've gotta choose between two things to promote today, and I know that this one's been well tested and they've, you know, tweaked it to perfection versus this one where, ah, I don't know, it's a gamble. We might do. Well, we might not. Which one do you think I'm actually gonna go with? Right? So it's really important that you keep in mind, you should test your sales process before you invite your affiliates, because there are a lot of different things in the chain that can break. So let's talk about the links in the chain, and more importantly, the big links, right? Because there's a lot of tiny little links, literally any kind of information that you expose your prospect to from the moment they meet you or they find you to the moment that they buy, any little piece of information that they see or hear about you or about the product, is a potential to talk them out of buying.
So there are many break points in the chain. There's a lot of things that you can test within the promotion chain. Every link in the process of contacting and influencing a prospect can be a potential break point. Your campaign to make sales is only as strong as the weakest link in this chain, right? So the chain starts from the moment that they find you through the moment that you communicate with them through the, the, you know, the wording that you used in that communication. And we're gonna talk a little bit more about that. These are the bigger the, you know, the bigger of the links, right? And there's a lot of links in the chain, but these are the bigger ones. First and foremost, the traffic source, right? So this is the market demographic that you're targeting. It may be hot, it may be warm, it may be cold.


This is also affected by time method and mindset. Let me explain what I mean here. Hot. What is a hot market? A hot market is one that's already been primed for what you're about to try to sell them. They're familiar with it. They're familiar with you, they already trust you. There's already an existing relationship there. They are more prone to buy from you, okay? We call that a hot market. A warm market is people that are maybe interested in the prospect or interested in the product, rather, or they have a need for the product, but they don't necessarily know you or they don't necessarily know about your particular product. They're warm in the sense that there's some, some interest there, but they're not necessarily hot. So they're not convinced. Then there, there's not, the trust isn't quite there yet. And then there's cold.


The cold market is a market that may not have any need for the product at all that they know of, or maybe they need it and didn't know that they needed it, or they just absolutely have never heard of you or your product before this completely cold, okay? So we kind of judge how prone they are to buy based on whether or not they're hot, warm, or they're cold. Now, another thing is that the temperature of the lead or the temperature of the market demographic, it's affected by a few things. And that is time, method and mindset. Okay? The time that you contact someone is very, very important, because someone might really, really need your product, but if you contact them at the wrong time in their life, they're not gonna buy, they're actually, they might actually be turned off or pushed away by you.


You know, timing is everything. You know, action takes place at the cross of an X and that x is where opportunity meets readiness. Sometimes the prospect is ready to buy, they know they have a need, but they, the opportunity isn't there. They just can't find what they need. Sometimes the opportunity is there and you're trying to sell them something, but, but it's just the, you know, the timing isn't right. They're just, they just don't think you need it. It isn't until opportunity and readiness meet that the customer takes action. And sometimes it might

Not the right time in the day. Literally, they might be, you know, at work when you are trying to market to them. Sometimes it might not be the right time in their life. Perhaps they just made a big purchase or something like that. So time has a lot to do with it. And the more that you know about your traffic source, the better your timing is gonna be in marketing to them. Method and mindset is another thing, right? So sometimes it is the right timing, but maybe they're not in the right mindset. Maybe the person is convinced that they don't need what you're selling, but the reality is that they don't even know what they need. And the majority of your customers don't even know what they need. It's your job to educate them, right? A salesperson, a good salesperson is just a good educator.


And, and, and this stems back, you know, nowadays we've become very desensitized or rather let's see, we, I don't know if desensitize is the right word, but we've gone away from educating the market because we, our, our consumers come to us already educated. You know, you go back 60, 70, 80, a hundred years ago, you know, the sellers, the salespeople of those days, they literally had to introduce a product and educate people and explain to them why they needed it. Why? Because there wasn't mass marketing. We didn't have mass TV marketing, mass radio marketing, we didn't have the internet. You know, people didn't know what the solution was. 

Nowadays, people go to a store shopping, they go, they go with a shopping list, they already know the things that they need, right? So if, if you need, if you need a paper towel, right? You're running low on paper towels, you put paper towel on your, on your shopping list, you go to the store, you pay paper towel off the shelf, you already know what a paper towel is, right?


Back in the day, people didn't go to the store or people, you know, they didn't go knowing what they, they, they went to the store with a problem and they went to a salesman and they said, Hey, you know, I, I keep having this problem. I keep having spills, water keeps spilling in my, in my kitchen, and, and I need something to wipe it up with, but I don't, I don't want something that I'm gonna have to wipe up and then, and then wash by hand later. I want something disposable. What do you think that I can use for that? And then the salesperson would educate 'em and say, Hey, that's a great question. Let me show you the different things that we have here in our store that'll solve your problem. That doesn't exist anymore. People don't educate. Salespeople don't educate anymore.


The consumer walks into the store. They've got a shopping list, you know, where they're educated, they're educated by advertising. Advertising is what creates the mindset that, that prepares the person, or rather pre-sells the person. It's what we call marketing. It's the very definition of marketing. And that is raising awareness about a product or educating a consumer about a product before the selling takes place. There's a big difference between marketing and selling. And, and that's something that you need to realize when you're talking about traffic source, the method. And that's the other thing, what method am I gonna use to actually appeal to this person? Some people you might appeal to visually. Some people you might appeal to audibly, some people you might appeal to in text. How are you gonna market to them? When are you gonna market to them? And what's the mindset that they're in when you're marketing to them? Okay? 

So these are the things that you need to consider about your hot, warm, or cold traffic source. Here's another big link in the chain. At what point are you gonna be contacting them? Where is the point of contact? This is the initial method of communicating with a prospect. Alright? Now, your first point of contact might be an ad, it might be an email, it might be a press release, or any other form of a lead magnet, any other form of attraction, any other attraction method, right? So again, you be, you could be created, you could be sending, and there's so many different possible combinations already. We're just down two links, right? These are just two of the big links, and there's so many possible combinations here. You could have, you could be showing an ad to a warm lead, or you could be sending an email to a cold lead, or you could be showing a press release to a hot lead.


There's so many potential combinations here, and there's so many different tools that you can use as a point of contact, but the type of contact that you're making needs to be the right type, you know, the right method at the right time, with the right mindset, right? So a lot of these things kind of have to be, you know, in place to properly convert that visitor or that surfer or that online prospect into a buyer. And sometimes if you, you know, you might get everything right, but just one link in the chain you did wrong. And guess what? That sale never happens. So testing is all about going and finding that link and, and, and kind of split testing and checking, okay, well let's test this, this chain with this particular link. And, and now let's, let's rotate this link with another link, and we see which one performs better, right?


Okay. How about the method, right? So you already talked about the traffic source, the point of contact. What about the sales method? And that's the way that you present the offer. This might be in the form of a video, it might be in the form of a sales page, it might be in the form of a podcast, or maybe even a physical printed medium, like you know, some sort of a a booklet, a pamphlet, some sort of a marketing piece that's physical in nature. All of these things are part of the sales process or the, you know, the, the actual potential breakpoints for you. The biggest and the most important link in the entire chain is the offer. And coincidentally, it happens to be the least tested one. For some reason, people think that, oh my God, my sales page isn't converting well right away.


Let me just go and let me start changing everything. Let Me change my headline, let me change my color. Let me change, like everything except the most important things, right? Are you looking first at the traffic source? Maybe the sales page is awesome for hot traffic, but you're sending cold traffic to it. Or maybe that's a really, really good storytelling page that builds a relationship and trust, and it's awesome for cold traffic, but you're sending hot leads there and they feel like you're wasting their time. 'cause They already know all these things about you. So again, sometimes you're testing the wrong things for the right people. So, the most important reason that a sales page or an offer doesn't go, or rather a sales page or a sales video doesn't convert, is that the offer is wrong. This is the most important and the most under tested variable in a promotion chain.

The way you've packaged, priced, and presented the product ultimately has the greatest influence in your conversion. I'm gonna say that again. The way that you've packaged, priced, and presented your product ultimately has the greatest influence on your conversions. If you're sending traffic to an offer and you're getting a significant amount of clicks, and you're getting a significant amount of eyeballs on the offer, but you're not seeing the sales that you expected, then the first thing that you should look at modifying is the offer. Maybe it's incorrectly priced, maybe it's priced too high, and they were like, oh, well, I just can't afford that. But sometimes, is there, does that really exist? You know, and, and I don't wanna get you thinking the wrong way, right? Because there's two ways to look at it. Is it really priced too high? Or is it just that you're marketing to broke people?


You know, is the traffic source wrong for this particular offer, right? So again, there's different break points. So now maybe you might be going crazy changing the offer and say, okay, well let me lower the price. 'cause It's not selling. In reality, what you needed to do is market to different people. Maybe you're marketing to broke people. Maybe you're marketing to internet newbies that wanna buy a $7 ebook, and you're trying to sell a $2,000 coaching program. You're selling the wrong thing at the wrong time to the wrong person, right? The offer is wrong. And, and maybe it's the traffic, you know, maybe, maybe it wasn't really the price that you needed to change, it was just the traffic. So there's two ways to approach that. And if you change both at the same time, you're self-defeating yourself. And that's another thing. A lot of people try to test too many things at the same time.


And then, you know, you see no change. And that is because the two things that you're testing are self-defeating, you know, and you're, you're literally defeating the purpose. So the way that you've packaged, priced, and presented your product ultimately has the greatest influence in your conversion. So if you had one thing that you had to do, if somebody held a gun to my head and said, Omar, you need to make this thing work, that's the one thing that I would test or change, if it's just not working, I would start with the offer. The way that I've packaged, priced, and presented the offer. I wouldn't go to the headline, I wouldn't go to the background color. I would, I'd trust my gut, make sure that all that stuff looks nice, but ultimately it comes down to the offer. And that's what I actually would, you know, would, would work on the most.


Now, out of those variables, which ones should you test? And, and what, which ones are there? So let's talk about 'em, right? I just covered traffic. The point of contact, the sales method and the offer. Now, within each of those big links, right? There are a number of variables, right? So let's talk about 'em first. With traffic, obviously, there's the source. Is it warm? Is it cold? There's the time, there's the mindset. Is it paid? Is it free traffic? You know, before we go to before we go over to the banner ads okay, let's talk first about the traffic. So there's cold traffic that has never heard of you, and that's, that, that could be paid traffic, that could be banner ad traffic, that could be affiliate traffic from an affiliate that's never promoted for you, right?


But there's, there's, you know, an easy way to test your offer with cold traffic. And that is go and invest a couple bucks into Facebook ads or some sort of PPC ad. Just, just invest some money into it. Man. You know, I say this all the time. People are willing to spend hundreds, if not thousands of dollars buying products to try to build an internet marketing business. But when it comes to investing a hundred bucks into Facebook ads to run some traffic to your site, you're like, oh, no, no, no, I'm not gonna do that. It's too risky. You're an idiot. If, if you're afraid to pay for traffic to the product that you've worked so hard to create, frankly, you're an idiot. You, you should be testing your offer. And if you, and if you spend 50, 60 bucks and you send a couple of hundred clicks to your offer, what's the worst that can happen?


You make a sale, woo. You know, what's the worst that could happen? You capture some names and email to market to later on. So what if you don't make a million dollars? You learn something, you learn something about your product, and then, and then now you can tweak it, you can make it a little bit better. And now when you approach an affiliate, you can say, Hey, look, I tested these two ads. I I invested money on this one. I invested money on this one, this one worked better. So I want you to promote this one and let me show you what we found. These are the kinds of things affiliates want to hear, right? What time of day are you sending the traffic? Do you know that A lot of people dismiss this, and this is so important. You've gotta think about what part, remember, you're your global marketer.


Now, when you do something online, people are seeing it in their time zone, depending on what part of the planet they're on. I market Eastern in the eastern time zone, but I have to understand that when I send an email, when I post an ad, when I tweet, people are seeing it in real time and they're part of the planet. So if I'm advertising in, in, in a global market I can't do the whole McDonald's breakfast ad, right? You ever notice how early in the morning, like starting at 5:00 AM the McDonald's coffee commercials are coming on the radio, and the McDonald's egg McMuffin commercials are coming on the radio. Why do you think that is? It's because timing is important, because people are hungry when they wake up and they're on their way to work. And, and, and, the McDonald's marketing department wants to catch them when they're in the car, so that they'll go through the drive through, they want McDonald's on the brain during breakfast time.


What are they talking about during lunchtime and during dinner time? They're advertising their value meals, their hamburgers, their chicken McNuggets and stuff like that. Timing is important in marketing. And this same time concept app applies when you're doing global marketing. You gotta understand that if I'm trying to catch people at home when they got off from work and when they've, you know, when they've sat down with a cup of, of, of hot cocoa or whatever next to their computer you, you know, I wanna try to get them into moment where they're relaxed. If I'm emailing them at, let's say, 9:00 PM Eastern time, because I wanna get them when they're all done with their day and settling in. Well, right now at 9:00 PM Eastern Time, it's like, what? One in the morning, two in the morning in the uk. So those people are sleeping already.
That guy's not gonna see that ad until he wakes up in the morning, right? So that's the first. So, again, important things to keep in mind when you're doing your marketing. This is why it might be a good idea to send a different email to that particular segment of people, and you can geo-target people. Remember, keep in mind that time, mindset and source, again, you know, the mindset of someone in the morning as opposed to the mindset of somebody at night. The time that you're marketing people, if you don't think timing and mindset are important, you've never gone door to door selling a product and knocked on somebody's door during dinner time while they're sitting down at dinner and you took them away from the dinner table, and their family is saying, come on, dad, come back to dinner. You know, when you're able to make a sale in that situation, you know how important timing is.Okay? 

So let's talk about the point of contact. There are different ways that you can contact that traffic, banner ads, blog posts, and you can test all of this stuff, right? You can test whether or not you know traffic, the traffic converted best with a banner ad or with a blog post, right? So for example let's say I'm, I've, I'm paying for traffic, right? I've got all different types of traffic that I can buy, right? I can buy banner ads, I can buy let's say a press release or a blog post. I can buy a solo ad by mailing from someone. I can buy email traffic, I can buy banner traffic, I can buy text traffic. There's all types of traffic that you get. And, because certain people are doing certain things at certain mindsets, right, at certain times of the day, and, and, and, you know, when they're in certain mindsets, certain points of contact might work better for your product than others.


So you might literally have a sales page that really works well if you only had the right traffic and the right point of contact. Here's what I mean by this. 'cause A lot of people, this alludes to a lot of people, okay? You know, I talked about email. You know, there's impressions, there's open, there's clickthrough, right? There's a lot of breakpoints within the point of contact itself, right? So for example, you might send an email to your list, and you might say, well, wow, my list is a hot list. These people just bought a product from me. They know who I am, and I sent this email to them, and I literally only made one sale. And I, and I don't understand why that is, you know, and you might blame the sales page for that, but reality is you need to look further.


Well, how many people opened the email and outta those that opened? How many clicked? So if you didn't get a lot of opens, then your subject line is bad. You should split test some subject lines. Oh, let's try this email copy with this subject line. Let's try the same email copy with that subject line. Oh, okay, well, this one outperformed that one. Maybe, maybe you got a lot of opens, but you didn't let it get a lot of clicks. And what's the problem there? Well, your copy, your body copy is bad, you know, 'cause you got a whole bunch of people to open the email, but maybe, you know, your, your copy isn't bad. Or maybe your subject line was misleading,


You know, and, and, you know, so there's a lot of things to look at, but the reality is that these things work in conjunction with one another. And when you're testing them, you should test them individually, right? So you, you, you, if you're testing, let's say paid traffic you know, you're gonna wanna test paid traffic with specific, you know, okay, I'll give you an example. You can't blame paid traffic and then change something on the sales page and then send free traffic to it. You can't be testing paid versus free while testing order buttons and colors at the same time, because now you're creating this mess where one thing might actually be performing better on the sales page, but you, you're really skewing those results because you've changed the source of the traffic, right? So the reality is that you should check, you should test, is it a banner ad that works better for this sort of a product, right?


So maybe running a paid picture ad like buying media, buying banner ad space on websites. Then maybe you can test, well, maybe buying banner ads on Facebook and literally targeting specific groups of people, maybe geo targeting people in specific places, right? If you're selling certain things at certain times of the year, for example, if you're in the golf niche right now, it, it, you know, well, let's say winter time is not a great time to be marketing to people in, let's say the, you know, the northern eastern United States. Why? 'cause nobody's golfing in the northeast United States right now. 'cause There's snow on the ground, right? But it, it, you know, you might be marketing to people this time of year in Florida or in, in, in places where the time of year is important right? Now, some of these people might respond really well to banner ads.


So perhaps you might have a product that you're advertising on like-minded websites using a banner ad. But maybe the people that you're trying to contact, maybe there isn't a big affiliate base for that. Or maybe there just aren't a lot of people out there that have mailing lists or email lists, rather, for that particular type of customer. So you've gotta go outside and you gotta look for the point of contact that's gonna, that's gonna be suited. Maybe you are running Facebook ads in the wrong place for an awesome sales page, and it's not converting. So you go and you start changing the sales page, and then you go and you actually find a good source of traffic, right? You find a source of people that really are into golf. But because you've made these changes on your sales page as you attributed the non-conversation to the sales page, now that good source of traffic doesn't convert.


And this is why it's important to test one thing at a time on the sales page, the sales method rather, right? We wanna test the copy length, right? Is it a long copy or is it a short copy? Some sources of traffic will respond differently to the type of the, the length of the copy. And here's what I mean by that. If you're marketing to people during the day while they're at work, do you think long copy or short copy will work better? Well, naturally short copy will work better because they're short on time, so they need to be able to get through it quickly. If you're marketing during the day, if you're marketing at night in that particular area of the world, then maybe short copy would work. So time has something to do with it. Design and layout, this is something that's also very important when you're testing a copy when you start testing the sales page, sometimes the design, you could have a very sleek professional design if you're appealing to the older generation, if you're appealing to a different sort, caliber of a client.


If you're appealing to a younger generation, the type of music that you have in the background of your videos, the color schemes and the fonts and the text types, and the, even the wording. Every generation has their own vernacular that they use, right? So the baby boomers are using words like, Hey, groovy, and, and, and, and things like that. And, and, you know, the X Generation uses words like fresh and cool and, you know, and whatever today's generation uses whatever they're using today. So depending on the age range, you know, the actual copy of the words that you're using might be things that you test, right? Color, headline. Now, here's another one. Video you should test with a video without a video. Another thing that you should test on a sales page. Proof, not just social proof, but technical proof. Sometimes just adding a little bit of technical proof and showing people that your widget, your gizmo, your item, does the thing that you're talking about, has a drastic change.


Sometimes for the better, sometimes for the worse. On your sales page, sometimes you might have a demo video on your sales page, and your demo video is just too long and too complicated. And you literally talk yourselves out of the sale. When you're using technical proof on a sales page, especially for some sort of a working item like software, it's always best to give very simple 10,000 foot view examples. And the, so this is why it's always good to hire a copywriter or get an outside perspective on your product. That is because we as the product creator, tend to want to tell the prospect everything that's cool about our product. But sometimes that isn't good. That typically talks people out of buying because there are specific hotspots. There's just two or three things that are gonna cause your person to buy. And if, if you just, if you hit on those two or three things, but then you go on and on and on talking about other things, you know what their reaction, like, oh, I don't need all that.


Oh, that's too much. When all you need to do is just mention the two or three things that they did need, and then suddenly they would've bought for you. So you literally talked yourself out of it. Here's another thing that you could test when it comes to the sales page, the order button. I recommend that you watch a video by Perry Belcher called the Belcher button. So go to Google and Google the Belcher button. Perry Belcher and Ryan deis have done, you know, hundreds of split tests. Those guys are always split testing things like button colors, button text button outlines, you know, different types and shapes of buttons. And the order button and the order area of your page is very, very important. It has to stand out. There are specific things in the order button that can help conversion, and there are things that can hurt conversion.


So these are variables in the sales page or in the sales method that you might want to text. Test now with the offer, important things to, to test. If you're testing the offer, which is obviously the most important thing that you test. The packaging is very, very important. Now with the packaging, you gotta think about how many things are we putting together? Are we offering them the entire thing upfront, or are we kind of leading them to the back end by offering them part of the entire package? When we create an information product, for example, you might have an ebook, you might have an audio version of that ebook, you might have a video set that you recorded, you know, slides with Keynote or whatever. You might have some I don't know, some worksheets you might have some mind maps.
There's a lot of different components or pieces to a big information product, right? And packaging sometimes is a big deal. Sometimes you can get somebody to sign up for the entire course, or sometimes maybe you can lead them to the entire course by just in, remember when somebody looks at something that's, that got a whole bunch of DVDs, a whole bunch of CDs, a whole bunch of books, a whole bunch. Sometimes they might look at that and be like, oh my God, that's just so much work that's like, oh, I gotta read all that. I gotta watch all that. Oh my God, that's gonna take forever. I'm not gonna buy that. But maybe you could say, Hey, this DVD right here shows you this and this. Now once you get 'em inside and they bought the DVD for a few bucks, now you show them the next part and you say, Hey, look, this is the text copy.


It's always good to have this because as you're following along with the DVD that you already bought, you can have these worksheets and you can have this, right? So now they have, they're committed, right? They've already invested money. So now they're at a point where like, eh, yeah, right? I might as well get the rest of this up. Now, that's a completely different way to position your offer as opposed to packaging everything together and saying, Hey, grab these DVDs, grab this book, grab this worksheet, grab this. And it might be a little bit overwhelming. So the packaging might literally change the conversion. So again, this is part of the offer that you're gonna wanna split. Test delivery. Delivery is another thing. Do we wanna give this to them in a bolus or do we wanna drip feed it, right? So maybe they have access to everything, but you say to 'em, Hey, listen, I'm gonna give you one worksheet, one video, one one ebook, one report on a weekly basis.


So I'm gonna drip this to you over the period of six months. Or you might say, Hey, the moment you get in, you have everything is right there at your fingertips, you can jump around, you can use it. So again, you might test this. Who knows in your particular niche, your particular industry, your particular traffic source, your, your particular point of contact. It might, you know, the mindset, the timing for this person, it, it might be totally different. Maybe packaging everything together and giving it to them all at once might be what they need. Maybe you have a very impulsive, very in a hurry, very actionable customer. Or maybe you don't, maybe you have a very laid back retiree that doesn't, and money isn't a problem. They're not looking to really become an expert in whatever information, product or niche. You're selling them right away. They can take their time. So maybe dripping it might work better, right? So again, that's the other thing. Now, ultimately price, price is huge. And it's, again, people don't tend to test this enough. Something might sell really, really well


At a higher price and worse at a lower price. You know, I, I recently saw an, an offer for a product that I looked at it and it was priced so low that, I mean, it was priced at $197 and it was priced so low that I said, you know, there's gotta be something wrong. There's gotta be something broken. There's gotta be a problem, there's gotta be something, right? And you might say, well, wow, $197 is a, is a lot of money. How could that be low? Well, 'cause you don't know the item I'm talking about. I could have said, I was talking about a BMW. A brand new BMW car. Now, if somebody walked up to you and said, Hey, would you like to buy this BMW for $197? Your first thing is, yeah, okay. Right? Whatever. What's the catch? Right? That's the point that I'm making.


The price has to be in, in, in cahoots. It has to be in key. It has to be congruent with the value of the product that you're giving them. And sometimes if there's a disconnect there in the prospect's mind you know, they're not gonna buy. I saw a product recently where it was like it was a couple hundred bucks, but the person was getting 26 or 27 pieces of software that they could then white label and sell as their own. And I said to myself, what? Wait, get outta here. You know, that just, that can't be right. Something's gotta be wrong. There's gotta be a catch. There's gotta be something hidden, you know? And it made me skeptical and I didn't buy it because I was like, no, it's gotta be a scam. There's gotta be something wrong there. That was underpriced.


Now that if, if, if that guy was not making sales, it's not because he's got a bad offer or bad product, not bad product. Product is awesome, but it's because you got a bad offer, right? The price just isn't right. Maybe the packaging, maybe he could say, okay, I'm gonna give you one of these for 1 97, right? And then, and then maybe at the upsell I say, Hey, I've got 26 more of these things. I'll give them to you for, you know, $200 more, right? And if you got me for 1 97 at one, you're definitely gonna get me for $300 for 26 more, right? Because I already proved to you in the front end that I'm willing to pay 1 97 for one piece of software. If you give me another 25 for another 400, I'm literally paying twice as much as I already paid, but I'm getting like 10 times more value.


It's a no brainer. So that'll convert much better. So positioning that way, instead of giving all 27 upfront, you know, would've been a better offer and it would've made 'em more money, right? So literally charging more, imagine that charging more makes you more. The other thing is offering the right payment plan and the right payment options. So, you know, who says that paying by PayPal is the best option? Sometimes it isn't. Sometimes giving people credit card option, sometimes giving people the option to pay by check or eCheck or mailing in a check, okay? 

So for example, if the majority of your buyers are in Asia, or in India or in Nigeria, you're not gonna be making a lot of PayPal payments, right? Because those countries have a hard time processing those sorts of, so are you looking at that stuff? Are you looking at where the majority of your buyers are? And are you offering the right payment options for those people? And what about the source of your traffic? You know, what's the age range? Are you marketing to people that are 60 years and over that are already pretty established? Or are they on a fixed income? Are they affluent people or are they broke people? You know, what type of people are you marketing to? What is the source of your traffic? What is the point of contact? What exactly is it that you are trying to offer to this particular source? Maybe you need to create a more affordable payment plan. Maybe the payment plan that you're offering right up front doesn't make sense to them. Maybe what they want. It may, you know, and, and this is somebody like myself.


If I know that I'm committed to a purchase, I would rather save money on it rather than extend a payment plan, right? So if, if you're gonna charge me a thousand dollars for something you might say, Hey, you know what? I, you can pay a hundred dollars a month. You know, if you said to me, Hey, I'll give you it for $800 right now, you'll save 200 instead of paying a hundred a month. I'll take the $800 option. 'cause I'm saving $200. It makes sense to me. You know, so sometimes people are afraid to offer that higher option because they're afraid they're gonna lose the sale. And that all has to do with the type of traffic. If you're afraid to change that offer, it's because you're not confident in the source of your traffic. The other thing that a lot of people don't test, and they should, is the guarantee.


Sometimes removing a guarantee and literally saying that there is no refund on it, will improve sales because it says, Hey, look, this is I'm very confident in this. Look at the guarantees. Look at the testimonials that are here. Look at the social proof. This is our own physical work. We don't offer a guarantee. And if you're the type of person that thinks that's gonna be refunded, this probably isn't for you. Well, you know, that's a great sales pitch right there, because that's very indifferent. Imagine saying to someone, Hey, if you think that you might need to refund this, then you're not ready to buy. And I ask you not to. Don't buy this product until you're sure that it's for you. Wow, talk about a confident close, right? Sometimes that's better than saying, Hey, I'll give you 100% of your money back, no questions asked.


No, Garrett, you know, don't worry, don't worry. I mean, heck, if you just fart, I will give you your money back. You know, come on. You know, sometimes testing the guarantee options are actually a, a, a really, really good idea. So there's a great variety of variables that you could test. Let's go into a little bit more specific information about how to test and how to gather the data. First of all, there are three main ways that you can, that, that you know, that you can test and see what works, what didn't work. First of all, there are heat mapping tools, and these are literally software tools and, and, and scripts that you can install on your website that will record the user's mouse movements on their screen while they're on your site. And it'll give you an idea of where they tend to hover the most. And what this shows you, it's which page elements exhibit the most gravity, which page


Elements the user is more attracted to. So after you have a certain amount of visitors, the data that's compiled will literally show you a graphical heat map, so to speak, and it says, Hey, most people are hovering on this part of your website. That might be a good place to put your order button, right? Or that might be a good place to put your opt-in. And we noticed that after a certain amount of time, people's mouth seem to move down here, maybe that'll be a good place to put your popup or something like that, right? So heat mapping tools, there's all kinds of scripts out there that could help you map out the user behavior on your site. The most common ways of actually getting some data or gathering some trustworthy data is to use ab split testing scripts and plugins. Now, what this does is it, it alternates your visitor between slightly different pages, and it records which page resulted in the most sales.
The way that this happens is usually a split testing software or a split testing plugin gives you three pieces of code. And they say, okay, put this code on the first test that you're the first page that you're testing. So test you know, test exhibit A, and then it'll say, give this code and put it on test exhibit B, right? And then it'll say, tech, take this piece of code, the third piece of code, put that on your thank you page. So the thank you page piece of code, kind of records what, which visitor, you know, how the visitor got there, right? And they'll say, okay, well this amount of people that got to the thank you page got there through exhibit A and this amount got there through exhibit B. And then after you've had a certain amount of people there, it'll say, okay, well this one outperformed that one because more people that saw page A ended on the thank you page, and more people and less people that saw page B, you know, and you can actually pull a report.


The right way to do this is to use split testing scripts that alternate every other visitor. Now, the cool thing about it is that it usually uses a cookie, or it uses an IP address and it logs the IP address of the user that visited and landed on page A. That way, if that guy comes back tomorrow, he doesn't see page B. The only page that that user sees is page A. If he refreshes the page, he will only see page A. He won't see page B if he hits the refresh button. If he does, then your split testing software is not working properly. But what this does is it gives you a very accurate depiction of your traffic in real time. It's a bad idea to just change your page daily and say, okay, well, you know what? Today I got a hundred visitors and you know I made six sales, and yesterday I got a hundred video visitors and I made 20 sales, so the page that I had up yesterday worked better.


Well, that's not a good way to do things. Here's why. The reason that's not a good way to do things is that yesterday I mailed you and today John Thornhill mailed you. So you have two different sources of traffic. You have two different temperatures in that traffic, as opposed to if it's every other visitor, you're getting a real time measurement in the same temperature of traffic. Okay? A lot of people screw this up and I say to 'em, Hey, did you test your sales pitch? Yeah, we had this one on there for a week. It didn't do well, then we changed it and we put this one on there for a week, and that one did better. Well, and I say, well, that's not a good way to test. Well, what are you talking about? It was a great way to, well, maybe that one did better just because you had a better affiliate that sent good traffic instead of some idiot that was sending safe list traffic or just crappy redirect traffic or stuff that just, you know, wasn't good, you know?


So that's very, very important to have a plugin or a script that's actually doing retime or doing real time alternating of your pages between a page A, page B, you could even do, there's certain ones out there like for example, there's one called Max ab. There's another one called Test Monkey. With Test Monkey, I think you could have like six or seven variations to the page. You can even taste test elements within the page, you know, so it'll display the same page and it'll move this button versus that button, you know? So there's a lot of different things that you can test when you're using an ab split test. Another thing that a lot of people fail to do is, they don't ask their customer. They simply, you can learn so much by simply asking your buyer and asking your non-buyer maybe, you know, giving a free gift to your exit traffic and saying, Hey, before you go you know, would you fill out a quick survey?


I'll give you this gift card, or I'll give you this free download. If you just give out a survey and just say, Hey, let me know. Answer these four questions. You know, where did we lose you? You know, 'cause obviously you're interested. Where did we lose you? Did we lose you at hello? Did you, was it the price? Why didn't you buy? And just, just ask them, you know, not everyone will respond, but the people that do respond, you'll get, you'll get a good gauge on, and you'll, you'll really have your fi your finger on the pulse of your traffic, and you'll get a good understanding of why people are buying and why they're not buying. So sometimes just throwing a survey in you know, put a survey inside of your members area, you know, have a little popup maybe on day two or day three that, that, you know, after they've, they've bought your product and just say, Hey, would you, would you like to take part in our survey?


You know, we'll give you this free gift if you take part in our survey and ask 'em, Hey, what did you like about our sales process? What didn't you like? What, what do you think we could do to improve it? You know, and, and literally just find out what your customer thinks about your purchase process. Now, thanks to keep in mind, it all comes down to profitability for your affiliates. I said this in the beginning of the presentation. I'll say it again. You should know well in advance what combination of variables will perform best for your affiliates. Never, ever, ever use affiliates as Guinea pigs. You should have tested this way before. If I'm sending traffic to your offer and every day that I'm sending it, I'm seeing that you've got a different page, that you're changing things around right away I'm thinking, oh, this guy, this guy's just shooting in the dark. This guy doesn't know what's working. He's hoping this works better than last thing. He, he, he's using my list as a Guinea pig. Now, I, you have to understand that your affiliate has a choice. Your affiliate can choose to mail for any product that he wants to. He can choose to mail from any of you know, proven track


Record of products that are listed in ClickBank and JVZoo in, in, in a dozen different affiliate networks, products that are proven to convert products that have testimonials from affiliates, products that are evergreen, that have been along you know, around a long time that have been making sales, you know, proven conversions. They can choose to promote that today. Or they can choose to take a risk on your product. You know, give them a reason to take a risk on your product. Don't use your affiliate as a Guinea pig, because that just ensures that he isn't gonna promote for you. Again, live testing during a launch is a recipe for disaster. Look, if you are not willing to invest a couple of bucks in some paid traffic long before you launch, in order to determine whether your blue page at $197 or your green page at $6 is gonna convert better, then you know what, you're probably in the wrong business.
And you definitely have no business inviting people like me to promote your product for you, because you're, you're literally experimenting with my business. For most super affiliates, this is not a game. This is not a hobby. You know, this is the way that we pay our bills. This, we have a staff, we have to cover payroll. I can't hope that I make money by sending an email for you. I need to know that I'm gonna make money with every email that I send, so I don't take it lightly. When I find out that you're experimenting with my list and experimenting during a live launch scenario, that's just a recipe for disaster. Especially if you're testing multiple variables at once. You know, if, if you're testing a traffic source with an order button, with a background color, at the same time, at the same time, you don't really have any way of knowing whether this guy bought because it was a different traffic source, or whether he bought, because it was the order button or the blue page.


You don't, you're shooting in the dark and you're just hoping that something happens for 
you. That's not the way to run a business. You don't become great at target practice if, if, if you're not aiming at something. You have to have a goal. You have to be shooting for that goal. There has to be a target. You need to, you know, shoot. Then you need to look at where you hit the target. If you missed the target, then you need to adjust, you need to go, okay, well, lemme see, I was five inches off from the bullseye. Let me move over a little bit. Let me adjust for the wind direction. Let me try shooting again. You know, you've gotta actually have a method. You know, it has to be some rhyme and reason to your method. If not, you're just shooting in the dark and hoping you hit something.


And, and if you wanna do that with your own traffic, then that's fine, but don't do it with my traffic. When affiliates get a sense that you're not confident about your own performance, they're gonna become apprehensive. They're gonna stop mailing for you. Now, with that being said, don't beat yourself up because something happens. Keep that in mind. Sometimes the most logical things or the things that just make the most sense, they fail. Sometimes you might be looking at somebody like, okay, well you know what, I'm just gonna drop the price. Or, you know what, I'm just gonna make this free. And it, and it actually hurts you because people, like I said before, you could drop the price of A BMW to $197. And that doesn't mean it's gonna increase sales, it's gonna increase apprehension you know, and it's gonna raise eyebrows. Sometimes the most unexpected things succeed, somebody might come over and say, Hey, you know what?


If you just change the background color of your website to green instead of red, you're gonna make more sales because you're, you're literally going to have people in the different, you know, emotional state when they're looking at your offer. And you might think, get the hell outta here. But you try it, you split test it, and guess what? It works. Happens. Don't beat yourself up. Instead, dedicate some time to testing and, and, you know, when you test something, make sure you talk about it. Make sure you let people know. Let your affiliates know, Hey guys, you know, we've tested this. We spent the last 30 days testing this. We tested this with Facebook traffic, we tested it to our own list. We found that, you know, this color works better. We found it. And, and affiliates like to hear that stuff. You know, be open-minded and be honest with yourself, okay?


If you do this in advance, you're not gonna look like you're in a panic during your launch week trying to figure out what's gonna work. If you start panicking and start telling your affiliates, oh guys, listen, alright, so we're not converting, but, but we're gonna try, we're changing this. We're, you know, what's gonna happen? Affiliates are gonna back off. They're gonna wait till you get your together before they mail for you again. You know, but in many cases, that's probably the best thing to do. Instead of, you should never lie to your affiliates and say, yeah, well, hey, it's converting fine. You know, I, I, I've had that happen to me, you know, where I've promoted for something. There was a guy, man, he's, he's not even a marketer anymore. His name is Ray Johnson. The guy used to man, this guy he, he talked me into promoting a product for him once.


And I mailed for him and and, and I, and I only made like five or six sales, you know? And I'm like, oh, man, you know, and, and I had like a bonus and I'm like, you know, I, I sent a bunch of clicks, you know, and, and, and I, I contacted him the next day and I said, man, Ray, I, I, I'm so sorry. I like, I, I, I don't know what's going on. My traffic just doesn't seem to be converting. And, and he was like, Hey man. He's like, I don't know what's going on, bro. He is like, everybody else is doing well, you know, the page is converting really, really well. I'm really happy with it. And I'm like, oh, man, alright, let me go work on my bonus. Maybe my bonus isn't good, maybe maybe my email copy.


And he threw me into a panic. Then, then on the third day, he finally puts up a leaderboard, and I'm in first place with like 10 sales. And I was like, you know, what a jerk. You know, you lied to me. He made me feel, and then I asked him, why did you do that? He said, well, I was just afraid, you know, that, you know, if I told you that I would, I would've stopped, you know, you would stop mailing. I'm like, that's exactly what I did. I would've stopped mailing and I would've helped you, you know, change it so that it converts better for me and for everyone else. Why would you, you know? And, what he ended up doing is literally screwing over an affiliate. I never promoted him ever again. And he ended up, obviously, he ended up getting laughed out of, out, out of the industry, you know, because he obviously was just that type of person that lied to affiliates, don't be that guy.


Another thing with that said, when you start running into conversion issues, be careful of who you listen to and how many people you listen to. Look, when you're trying to improve conversions you know, sometimes you run to somebody that had a big launch or somebody that's really popular. But the important thing for you to realize is that what you wanna do is ask for help from people that have experience. Good judgment comes from experience and experience comes from bad judgment. I'm gonna say that again. Good judgment and good advice comes from experience. And experience comes from bad judgment. You might think that the best person to go to for advice is the guy that just had this big popular six figure launch, right? But maybe that's only that guy's second launch. Maybe there's somebody that, you know, that's done 20 launches in the last four or five years, and that guy has gone through all kinds of stuff. That guy's had server crashes, that guy's had, you know, payment processor issues.


That guy has gone through PayPal suspensions and, and, and all kinds of things. And that guy can really give you good advice based not just on his successes, but based on his failures. It, you know who you're talking to and what experience they have. You wouldn't go to a plumber, you know, for advice about your chest pain, would you? And, you wouldn't go to a cardiologist if you, if your toilet's backed up. You gotta go to the right person for the right, you know, with the right question. You know? The other thing is, how many people are you going to with that question? Look, if you were to ask nine cardiologists for their opinion on the same EKG strip, you're gonna get nine different diagnoses. And this is sad. It's actually scary. You know, I know this because I was in the medical profession.


If you give the same EKG, so if you, you, if you get an EKG done in the hospital where they put all the electrodes on your chest and they run a strip for a minute and they take a picture of your heart and you show that same EKG to nine different cardiologists, they'll agree on most things, but you'll get nine different diagnoses and nine different treatment modalities, one from each. Same thing will happen with internet marketers. If you show the same exact sales page to nine different marketers and ask them each for their opinion, each one of them will give you a different suggestion and a different change. And if you try to please all of them, you're now testing 10 different things, and you're not getting any result because you don't know which thing is actually affecting yourselves the most. It's real important that you test things, but it's important that you're careful of who you listen to and how many people you listen to. So make sure you test weigh in advance. Make sure that you don't use your affiliates as Guinea pigs and make sure that you test the offer. The offer is probably the most important thing that you can split test in your payment chain and in your sales process. Okay? 

So I hope you enjoyed this video, guys. Take care.