Why Testing Isn't Working

And I totally get why we you and me included don't do it more , because either we think that testing a different variable let's say on our sales page or our thank you page or in our email sequence might not yield that much of an improvement , and we don't know necessarily just how good or how bad conversion rates are currently in our business compared to what

they should be . Right , we have a feeling . Maybe we're busy Actually , we are busy , I'm busy , shoot , are you busy ? And so our brains decide that spending the resources on testing then doesn't feel like a wise move .

Or we've tested before and happened to get marginal improvements , or , even worse , the test yielded worse results , and so now our brains are telling us that future tests won't be worth our time . But how do we actually know ? How do we actually know what will or won't work in a future test ? Can we see the future ?

And these are just some of the stories our brains tell us . Right , and , by the way , if you haven't heard my voice before , hi , I'm Quajo . I'm the new host of the Art of Online Business podcast . You can find out where the old host , rick Mulready , went down in the descriptions below , I've linked up an episode where he shares about his new AI venture .

It's not so new now it's already like six months old , more actually but also there's an episode down there where he interviews me and I promise you you'll still get , by listening and subscribing to this podcast , the same tips and tricks and strategies and behind-the-scenes looks that will help you grow your business , your online course or membership , from low six

figures to high six figures and beyond . So I'm going to tell you about a quote that really gives some good perspective on testing .

It's from this book that I'm holding up right here , called Think Again , by Adam Grant , and that link to this book it's an Amazon link is in the description below , but he says right here if you're a scientist by trade , rethinking is fundamental to your profession . You're paid to be constantly aware of the limits of your understanding .

You're paid to be constantly aware of the limits of your understanding . You're expected to doubt what you know , be curious about what you don't know and update your views based on new data . This book , think Again it's really cool . I just started reading it .

It talks about thinking differently , walking into your mind and thinking differently , and it has this idea about being a scientist who thinks like scientists do , versus a preacher or politician or prosecutor , and it talks and you have to read the book to see like the different ways of thinking and what it means by a preacher or prosecutor and a politician .

I won't spoil it for you . Go get the book Link in the description below . But we got a test . So I'm going to talk about a client who got some really nice results from testing . But first I wanted to share with you some stats that will help you decide if you even need to test .

Right , because you might have a certain opt-in rate on your landing page but because you're not super clear on the standard , you think you're doing great when you could be doing not so great . Or you think you're not doing so great because of that negative story our brain tells us and actually you're doing wonderfully well .

So here's some metrics that will help you decide whether or not you should be testing . Let's start with three simple ones . Okay , lead magnet opt-in rate Should be right around 30% . Now that is to cold traffic .

So if you're down at , say , 10% of the people landing on your landing page , your lead magnet page , and only 10% are opting in , well then , you've got some testing to do . Work on the messaging . Make sure your buttons are a very unique , different color from everything else so they don't blend in .

At the top of the page is your button present , like on the first screen ? If somebody's viewing your page on a cell phone , can you see the opt-in button ? Is it clear what problem your lead magnet solves ? Let's look at another one Facebook ads link click-through rate . This helps you decide is your ad performing well enough ?

When I look at Facebook ads , which I do all day long for my clients , I am looking for a 1% link click through rate , and this stat is the percentage of people that view your ad , that click on the link and go to your website . Now , 1% is standard .

If I see less than 1% , that tells me I need to spend some time improving performance , and if I see more than 1% , then that tells me I'm not going to . For example , 1.25% is great .

That tells me I'm not going to spend time changing up copy or changing up the top three or two lines that appear above the ads , like graphic or ad creative , which would be video too . Okay , what about an order bump ?

Let's say you have something for sale which I'm assuming you do , because you have a successful business right and of course , you'll want to have an order bump . You know the little low cost offer that is inside of like dotted lines and it just there's very little to describe it because it's so simple , it's such a no brainer .

You just toggle the button and add the $7 offer to your main order , and so did you know that 20 to 30% of people that purchase your main offer should also be getting the order bump Statistically ? So if you don't have an order bump , now's time to get an order bump , because you are missing out on extra revenue . Friend , and what do you have ?

An order bump be Well , think about the result that the main offer's getting right . Now , an order bump should help somebody get that result more easily or more quickly .

So if you have that order bump and it's only converting at 5% , as in 5% of the people who get your main offer are getting the order bump , then maybe you decide to change up the messaging on the order bump or look and see how closely , in the way I just previously described , that order bump is related to your main offer .

So those are three examples of conversion rates that can help you decide . Do you need to test Now ? If you're absolutely crushing those conversion rates , then maybe you don't need to spend time in your business or your business's resources testing at the moment and you can focus your time elsewhere .

Now , of course , there's a bunch more stats for a bunch more things , but we're going to keep this pretty simple and straightforward in this episode . So I have a client who has been working with me for a while .

He's in the volleyball niche and he's pretty excited because he's seeing success in two areas One , in increased sales coming from his thank you page , where he has a welcome offer welcoming somebody to take a $1 14-day trial . So how did he increase his sales ?

Well , he had a countdown timer and we were looking at the page and we looked at how long the timer was and I think it gave somebody I forget the number of hours , let's just call it five hours to take this offer and I was like it's a thank you page for lead magnet and it's a great deal , but if we give somebody like five hours to decide , they're not

gonna decide because they've already swiped away . They've gotten the gratification of knowing that they downloaded the lead magnet . They're headed to their email to look at the lead magnet or they're watching other cat videos on Instagram . So why don't we lower this timer down to 30 minutes ?

And he didn't lower it to 30 minutes , he lowered it to like 50 minutes , but it's working and you know . He also changed some font colors . He jazzed up the page a bit . He put the $1 trial in red and he increased the size of , like the font surrounding the $1 trial . He changed the style of the timer .

The page just looks a lot more attracted and he's happy , right , he's sending me emails talking about the success of this and now he's going to take this page and what he's done and apply it to some other pages in his business . So he also has been getting increased sales from his lead magnet email sequence .

You know the one that goes after that sends out automatically to somebody after they've downloaded the lead magnet email sequence . You know the one that goes after that sends out automatically to somebody after they've downloaded the lead magnet . And you know what he did .

Here's the advice I gave him and this is what he did Testimonials he added in more testimonials that have to do with the offer that he's selling in that sales sequence and bonus tip if you're going to choose testimonials , don't just choose the ones that say rah , rah , rah , so and so's great to work with .

But I would like a case study , ie somebody who took your program , who had a clear problem and , because of something that you provided in your program , got a solution . That would be the best thing . And even better if that case study is aligned with the lead magnet , as in the lead magnet presents a problem , right .

And then the case study is about somebody who had that same problem that the lead magnet is solving right , except for they got that problem solved in detail or in more in-depth inside of the program . That's a very cool case study .

And then you know he had links to various podcast episodes and I was like , hey , how about link to a podcast episode where you are a guest on somebody else's podcast ? Even better if it's an influential podcast . That way you can build your own authority .

And how about link to a podcast episode on your podcast where you're talking about a topic that's aligned between the lead magnet and your course ? Because your messaging with a lead magnet should basically be if , let's say , you got 10 problems that you could solve or do solve for your ideal customer .

Your lead magnet solves a couple of those problems and opens up the fact that these other problems , the eight problems , exist and are keeping your ideal customer from getting what they want . I don't know if you can hear that , so I'm just pausing while the water truck drives past my house here in Mexico .

I've told my editor to leave that part in , just in case . You know , it's sometimes a little louder here , just like anywhere , if you live by a busy street . I am sorry , I don't live by busy street , but there are water trucks that go by .

So he also included links that go out to his YouTube channel , but not just any YouTube video videos that are aligned between the lead magnet and His membership offer that he sells in the email . And you know what else he did before .

He had lots of links in one email going out to different places A link to his Instagram , a call to action to subscribe to his YouTube channel with a link , and then also go to the blog with a link , and I challenged him on this and his response made sense . On the surface , where he's linking to are places of value .

Surface , where he's linking to are places of value , and he personally likes his email subscribers to have tons of valuable options so that they could go wherever they chose to go and get value Makes sense , right .

But there's this thing called decision fatigue where , essentially , the more decisions you give somebody or a group of people , the lower the percentage of people in that group that actually take action . So imagine a hundred subscribers coming onto your email list .

If you only have one link going out of one email to a specific spot , that percentage of people that will click on that link will be higher than if you had the same email but it included 16 different links to different places . We're like sheep . We need to be herded for lack of a better term and we need to be shown what's the next step .

I had a guest on the podcast recently . I recorded an episode . You'll hear it soon , but she was talking about how , in marketing , think about emails or marketing like a party .

When somebody comes to a party , they want to have fun , but they might not know anybody and they need to be directed to the first step and the second step like hey , this is a christmas party , so we got the name tags right over there . Put your name on it , slap it on your chest .

That way you can like meet people and people can get to know your name a little more easily . And then it's like what do I do from here ? Right over there is the snack table . I'm pointing over on this side . Go grab yourself a snack and then head to what ? If you have a big house , where do they go ?

They hear the din of excited guests you know in conversation , but they don't know where to go . So you tell them head out to the backyard under the lights , and that's where you'll find some cool people . Or hey , you're like so-and-so , let me introduce you An email should be like that .

Instead of so many options with links everywhere , you should , since you know how to best serve the person , be able to say , hey , in this email this and then in the next email that , and so my client did that and he's experiencing more sales of his membership coming out of his email sequences now .

And a bonus tidbit he was on a call with me just last week and he was saying you know , the interesting thing is people that are buying the membership now .

Some of them have been on my email list for a long time , but yet they are opening this because he sent everybody back through the email sequence and he was surprised that people who had been on the email list so long actually opened this lead magnet email sequence .

And he was surprised that people who had been on the email list so long actually opened this lead magnet email sequence and bought the membership . And I'm like , well , hey , that just says you can email your list more than once with your lead magnet email sequence . Somebody has been sitting on your list for a year .

Then maybe it's time to send them that sequence again , minus the one that says , hey , you got your lead magnet , because they'll be like I didn't download a lead magnet . Why does it say , yeah , I got the lead magnet ?

So , like the book says right here think again , adam Grant . Don't let your brain trick you out of testing . All right , doubt what you know , be curious about what you don't know and update your views based on new data . That's the quote from think again . I'm enjoying the book .

If you haven't read it yet , the link is in the description below my name's Quajo , and until the next time you hear from me or see from me , take care , be blessed .