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Title: How to Test Your Web Headlines and Web Site Home Page to Sell More
Products and Services
Author: Judy Cullins
Copyright 2004. All Rights Reserved.
Judy Cullins, M.A.
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How to Test Your Web Headlines and Web Site Home Page to Sell More Products
Judy Cullins ©2004 All Rights Reserved.
A client asked me, at what point do you change your Web site when not making
enough sales? My answer? Within a month because as long as your ad copy is
weak, those weak sales numbers will continue.
Your coach is number one on Google and 35 other search engines with the key
words, "book coaching." While web site hits were high, I noticed a below 2%
conversion rate for one top eBook. The culprits? My homepage headlines lead my
visitor to the book's sales letter. My sales letter lacked enough
benefit-driven headlines and benefits to convince people to buy.
Ways to Reach your Web Site Sales Dream
Test your web site headlines and web home page content to be sure your sales
message is strong.
Through email, send a casual marketing survey. Send different Web site parts
such as each headline that takes the visitor to the sales letter or the sales
letter itself to your friends, business associates, other writers, and
Say, Dear friends and Associates, "I need your brain." My Web site is not
selling this product or service (name it) well. Let me know what phrases or
benefits convince you to take out your credit card and buy my product? Will you
rate each of these parts?
1) Home page and sales letter headlines. Includes four or five varieties of
one headline. Ask your associates which headlines convince them to look further
at other site parts or buy your product or service. To make things simple ask
them to vote from 1-5 so you can see how to change it.
2) The "who" I am. Include several blurbs on your purpose or bio. Ask your
associates to vote from 1-5 and add new phrases they think are stronger.
Remember, you site is not about you; it is about your potential customers. Make sure
your bio is short enough (one paragraph) to make room for what
3) Benefits and features. Know that you need to answer the question by your
visitor, "What's in it for me?"
>From a working list of 5-10 benefits and 5-10 features, choose the top few to
include on your web site home page. Benefits are outcomes your buyers want
after they use your product or service such as more consistent higher income,
saving time and money, or creating a balanced life. Benefits sell, features
explain or describe your product. Features include phrases such as "5 steps
to...," or "7 Sure-fire ways to ..." Once you know the difference, then you can
combine them to read something like this: "7 Sure-fire ways to increase profits
from your eBook."
In your survey, ask your people which phrases work? Which ones convince you
to order or buy?
Give people a finish line so you can gather this valuable information
quickly. Offer a free report or eBook to anyone who takes the time to respond. Give
them all the vital contact information in your signature file at the bottom
with hyperlinks to your email to make it easy.
Bring those visitors back for more, applauding you and saying BRAVO! This
24/7 marketing team will create a buzz about your great site, and send you many
more visitors through word of mouth.
Judy Cullins: 20-year author, speaker, book coach
Helps entrepreneurs manifest their book and web dreams
eBk: "Create your Web Site with Marketing Pizzazz"
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