What happens when you test and optimize a multiple step process
Optimizing a single step process like a landing page gets great results. But if you want to get really incredible improvements, look at optimizing your “multiple step” transactions. Each step you optimize creates an accumulating effect on your end results. Check it out…
For this example, lets look at a newsletter. It’s possible to greatly increase your newsletter subscriber list, with a few simple tweaks and optimizations. Imagine if you could generate 1000 new subscribers a month instead of the current 500. Is this realistic? Absolutely. Almost everyone can achieve these kind of results with a carefully administered test and optimization strategy.
What you do with these ezine subscribers is up to you, but most people use ezines to build their brand as well as promote products and services. Take a typical offer in the newsletter, which pushes people to a landing page on your site. Have you tested and optimized this offer? Imagine you have, and you increased your clickthrough rate from 2% to 4%. Again, totally realistic.
Once they get to your site, they hit a landing page. This is where things get fun- the money is actually made here. Optimization of the landing page has yielded a conversion increase from 2% to 3%.
Lets see what happens to the big picture:
- Signup: 10500
- Newsletter Promo: 210
- Landing Page Sales: 4.2
- Signup: 11000
- Newsletter Promo: 440
- Landing Page Sales: 13.2
WOW! We went from 4 to 13 sales, by optimizing three steps in the process.