Everyone needs mentors…

Earlier this week, my friend and mentor Michel Fortin, sent me an outstanding complement/testimonial.

Here’s what Michel wrote:

When Eric Graham Speaks,
I Not Only Listen. I Take Notes.

fortin2.jpg“There are few people who fully understand the intricate process of converting more browsers into buyers, and the in’s and out’s of turning more people into profits.

Eric Graham is one such person. When he speaks, I not only listen. I take notes. I learn from Eric. Always. And if you want to learn how to take your web business to the next level and beyond, you should, too.”

-Michel Fortin,
www.TheCopyDoctor.com

I’m sure over the years I’ve taken far more notes from what Michel has said that he has taken from what I have said. But, I am deeply touched by his glowing endorsement none the less.

I’ve studied Michel’s work and considered him…

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Category: Affiliate Conversion, Building Trust, Conversion Rate Improvement, Copywriting, Email Conversion, Landing Page Conversion, Marketing, Multivariate Testing, Online Marketing, Online Video, Split Testing, Testing and Tracking, Web Analytics
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If you have something to SELL, Usability testing is NOT enough…

Following good usability “best practices” can go a long way towards improving conversion rates on your website.

However, as actively involved as I am in usability testing and the usability community, I often find myself at odds with many of the usability “Gurus” recommendations.

Particularly when these recommendations are aimed at encouraging ecommerce merchants to follow usability best practices simply for usability’s sake.

When selling online the objective is not just maximizing usability, the objective is maximizing sales and profits.

And higher sales and profits are achieved by focusing on maximizing conversion rates and visitor value.

A prime example is the popular “rule” thrown about by many usability gurus that “navigation should be consistent on every page of a website”.

This may be true for many types of sites, such as purely educational or informational sites. However, my extensive split and multivariate testing data has shown…

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Category: Conversion Rate Improvement, Landing Page Conversion, Marketing, Multivariate Testing, Online Marketing, Split Testing, Testing and Tracking, Usability Testing, Web Usability
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Checkout page split test results… (Product descriptions matter!)

If you’ve read my blog or newsletter for any length of time you know that I am a fanatical tester.

Yesterday the results of a test I’ve been running came in and I though I would share those results with you.

One of the variables I recently tested was the “product description” that appears on the checkout page for 1ShoppingCart.com based carts.

This was for a special promotion I did for one of my affiliates, offering his subscribers special Live (GotoMeeting based) 1-on-1 website evaluations and conversion rate improvement consultations for only $97…

The control simply said:
“Half Hour Consultation $97.00″.

The test version was more benefit focused:
“Live 30 Minute 1-on-1 Conversion Boosting Website Evaluation $97.00″

This was the only difference between the two versions. The salesletter copy and calls to action were identical. The only variable was the checkout page version visitors…

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Category: Affiliate Conversion, Conversion Rate Improvement, Copywriting, Landing Page Conversion, Multivariate Testing, Split Testing, Testing and Tracking
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