Split Test Results

How To Triple Your Website Leads In 2 Weeks With A Split Test

Monday, November 12th, 2012

This week Steve & Ryan discuss the latest goings on and Steve shares some outstanding results from a split test which resulted in triple the amount of leads from his website.

Also on this weeks episode;

Time to get fit with a Fitbit (Review)


Steve shares his love of the ‘Fitbit’ in a quick review.

A fitness gadget that tracks your movement and wirelessly updates your activity, weight and sleep patterns online so you can see how you’re progressing with your fitness and weight loss and overall well-being.

The Fitbit tracks;

  • Activities
  • Weight
  • Sleep
  • Food intake (manual input)
  • A private journal
  • Heart rate (manual input)
  • Blood Pressure (manual input)
  • Glucose levels (manual input)

What is really impressive is the sleep monitor. Take a look at this graph which shows his sleep pattern;

Fitbit Sleep Monitor

The Fitbit tracks when you’re active (or moving) in bed, showing your disrupted sleep. This is one of Steve’s most active nights where he woke up 25 times and as you can see never really fell into a deep sleep.

So if you’re feeling tired throughout the day, you might be suffering sleep apnea and the Fitbit can help you diagnose it nicely.

Also, it integrates really well with Facebook, allowing you to invite friends who also use the fitbit so you can encourage each other along the way.

Getting better results from your website

Steve also shares how he tripled his leads from his website through running a split test using Visual Website Optimiser. Take a look at the final results (a little better than he actually revealed on the podcast).

Split Test Results

So using the same spend on Google Adwords ($3,000 p/month) he’s improved the number of leads by 407%! Imagine what you could do with those kinds of results!

Optimising Adwords

Finally, Steve sheds some light on why some businesses don’t get the most out of Adwords, along with discussing how you can improve your click through rate on your ads.

There’s a definite advantage to having access to all your data as your online results can help improve your offline advertising campaigns significantly.

If you found this episode interesting and would like to leave some feedback, go ahead and write a comment below. We’d love to hear your thoughts.

PS: Our new website is coming! We’re really excited as our home page has been finalised and we’re about to bring the design into development. Stay tuned!

Full Podcast Episode Notes;

Steve: Hello, and welcome to the Typical Business Podcast. I’m Steve Fitzpatrick, your host and I’m joined by Ryan Spanger. How you going, Ryan?

Ryan: Hey, Steve, really good. How are you?

Steve: I’m well, thanks. A lot has been happening in the last couple of weeks since we last spoke. What’s been going on, on your end?

Ryan: Well, one of the things that I’m most excited about is, actually, listeners may not know that we do another podcast called the Web Video Marketing Show. As people might know my work is in video production, and so over the last month or so we’ve been talking about web video production. and ways that people can improve their video production that goes on their website. This is starting to become something that is more and more common. More and more business operators are producing videos for their website, and for YouTube, so it’s been real exciting launching this podcast, and starting to develop an audience.

Steve: And that’s something, I have to say, because as a co-host on that show I’ve been dabbling in video marketing, and trying to get the right equipment going, the right shots going, and then editing it, and then publishing it on YouTube or Vimeo and all of these other things. So from my point of view, I’m loving tapping into your knowledge, and actually getting some of that fountain of information that you’ve got, and that you just give out on that show. From my point of view, I’d like encourage anyone. How do they find it Ryan, because I have to go through the Our Team store at the moment?

Ryan: Yeah, go to Our Team’s and look up Web Video Marketing Show, find it there. I’ll tell you the other thing that’s been really interesting about doing the podcast is I’ve actually been interviewed a couple of times by other people who have their own podcast now, and as an authority building exercise, it does seem to sort of put you on a different level, where people do start to listen to the show, and start to recognize your authority status in that area. I could just see it’s starting to open a few doors and a few possibilities by having the podcast, so it might be something listeners might want to consider if you don’t have a podcast, is how to think about what, if you did have one, what would you talk about and how could you use that to leverage what you’re doing?

Steve: Yeah, I think that’s great. Part of what I’ve done, personally, as far as building a brand was to own multiple web presence when I first started my business. Then that sort of took me to the next level, and probably this is for a future episode, but it got me some real recognition in the city that I live in, but also got me some publicity nationally for my building brand. Then part of building on that, like you say, is becoming available and putting yourself out there on something like a podcast. It just gives you more access points to reach an audience, and your availability and all the rest of it. I think when you’ve got a great pool of knowledge on any one particular subject, you become in demand, just because you’re available and you’re showing that you’re available.

Ryan: That’s right. Sometimes people can rely too much on Google, and Google’s been changing its rules so much, that who knows if you are ranked well today, where things will be tomorrow. So, it’s just useful to look at other channels, as well, whether they’re social media channels or podcasts, or YouTube, just so that, like you say there’s those multiple access points.

Steve: You’ve touched on something. I’m currently writing an article on the future of SEO for 2013, and I’m going to – this will be interesting as a case study for our listeners, actually; because what I’m going to do is write an article. It’s going to be a little bit controversial. It’s probably going to annoy a number of people in the industry, but it’s just some of my insights and predictions for what’s going to happen next year. This week I’ve been working on writing the article, but I’ve also been sort of brainstorming ideas of ways to get this out. So, I’m going to use PR Web to do a press release online. But I’m going to use one of the more expensive options, which goes into a lot of the bigger media channels in the States to get some more recognition, and with a really good headline I think it should generate a fair bit of traffic. So, this is the kind of SEO strategy that Matt Cutts from Google recommends we do, but I’ll do that as a case study anyway, and I’m hoping to have that done within the next two weeks. We might touch base on that either on the next episode, or the one after that.

Ryan: Yep, that’d be really cool to talk about. Now, what else has been happening for you this week, Steve?

Steve: A couple of things. I haven’t been sleeping that well, actually. I’ve been finding my wife’s been saying she thinks I wake a fair bit. I really had, and I went out and actually bought something called a Fitbit. Have you heard of that?

Ryan: Only in that I’ve noticed that’s on Facebook. Being friends with you on Facebook, I’ve noticed something about that.

Steve: Right, so a Fitbit is just like, they call them a dongle on TWEB – but it’s similar to a dongle in that it’s about the size of a USB plug. You just attach it to your pants, or your wrist or whatever, and you wear it during the day, and it counts the number of steps you’re doing, a bit like a pedometer, I think they’re called. But this Fitbit also tracks and monitors your sleep. So I wear it on my wrist, and whenever I wake up, or roll over, or move my arm it records that I’m breaking my deep sleep pattern, sort of disrupting my sleep, if you like. And what it does is it wirelessly syncs with my computer and uploads the data to the Fitbit website. So, one, I don’t have to actually, physically track this, or record it myself. It’s done automatically which is what I love. So, I just attach this thing to myself, wear it all day, and then I see my results. And it’s tracking the number of steps, which is showing me I need to get back to the gym, because I’ve been too relaxed on that. And it’s showing that, although people – well, my friends and my wife and I, probably thought I sleep a lot. My average hours of sleep are around seven hours, and that’s because I’m getting quite a bit of broken sleep. I might be in bed for eight, but I’m only actually, sleeping for seven.

Ryan: That’s amazing. So, how does it actually tell that you’re awake? Does it have a movement sensor or something like that?

Steve: Yeah, yeah, it’s just based on movement, very clever. And when you see it; I’ll throw some of this on to the blog post and also tell people, “Hey, you can buy one if you’re interested,” but I’ll show some of my results, and when you see the sleep monitor, it shows little green lines when you’re asleep and still, and then it shows a red line when you’ve moved. If you’ve moved, like if I roll over, there’s a significant movement. So, there are a few red lines all in one, which shows me I’m probably rolling. And then the other one is more if I’ve just moved my arm or something like that. So, very interesting, that’s something that – I should also add I’ve got some scales, a Fitbit scales. So, that’s in my study. And part of my weight loss and exercise regime is just to get better, so I come in, and I weigh myself on the scales, and again, it wirelessly synchronizes to the Cloud-based program. I just log on there and I can see my weight, and it tracks my weight, and what I’m doing and all the rest. So, yes, it’s pretty cool.

Ryan: Okay. So, would you say you’re a bit of a gadget sort of guy?

Steve: That’s an understatement. I mean I’ve done all of this manually before with an Excel spreadsheet and all the rest. It’s just convenient, and the Fitbit itself I think costs $95.00. But I’ve never been able to track my sleep before and that’s probably what I’ve found most interesting.

Ryan: Well, it’s interesting you know just on that topic, applying the same sort of approach to, you know, you might be tracking your website. The number of hits and all of the other data that you’re analyzing for your website, you can actually apply that same idea to yourself. To your lifestyle, to your well-being and we have this technology available now, and it automates it, and it’s relatively cheap, as well.

Steve: Well, that’s what I love most. I am an analytics kind of a guy, like I like to look at what I’m doing in my life. You know, monitor it, make improvements personally, and professionally. And so, yes, I’ve just found this to be such a great little gadget, and it’s pretty inexpensive and the information it’s given me has been really good. And more so that I want to use it just to get better. So, I’m testing currently my normal bedtimes; sometime between 12:00 and 2:00 in the morning. That’s when I go to bed, but you know I’m thinking, “Well, what if I change it now, and sort of mix that up a bit, to go to bed at 10:00? Is that going to give me a
better result?” You know, am I going to get a better sleep if I’m less tired, I suppose, or all the rest? So, anyway, I’ll share some of that probably, maybe over the coming months as I get some changes, and lose some weight, and track it, and I’ll see how it’s going.

Ryan: Tell me if it’s working over the next weeks and months and I might give it a try.

Steve: I mean it’s definitely working for me, personally, but yeah, I’ll see how it goes over the next few weeks, and let you know. The other thing that I’ve been doing, Ryan, is I’ve been running a split test on one of the sales pages. Do you do split testing?

Ryan: This is something that I’ve never tried, and do you want to just explain in case the listeners unaware of what split testing the page is?

Steve: Sure, so what a split test is, it’s where you create two similar pages for the same offer, and then you drive traffic to those pages, and the software will randomly show one version of the page to the audience. And over time that particular page, often called a landing page or a squeeze page, has an event on it, which is what you’re trying to track. So, for me, it’s how many people coming to that page actually send us an email inquiry. For others, it might be how many people sign up to get your newsletter, or how many people click your “like” button on Facebook, or whatever that is.

Ryan: So, you’re setting a goal. Is that right?

Steve: So, you set a goal and that’s a conversion goal. So, on this particular split test I sent traffic from Google AdWords to this page for targeting people for my particular offer. And the two pages are very different in this case. So, one is a very long page of copy with lots of.. we handle a lot of objections in that copy – so we talk about why would you use us instead of this service or this service? And what are the benefits? We break those up clearly, and then we have testimonials in there from clients that have used our service, and been very happy. We go through all of these benefits, and it is a really long page. If it was the equivalent of a four [inaudible 00:11:25] it might be sort of eight pages, and you’re scrolling down quite a lot. The other copy that we created was very short, so it was probably just a little under two pages. And we pulled out some of the information that we didn’t need, because we put some heat maps on it, and we saw that people were skimming over parts of the long copy. So, we pulled those parts out and said, “Right, let’s go with the shorter copy, and we’ll split test it.”

Ryan: And just on that topic heat maps? So, that’s basically, tracking people’s mouse movements. Is that right?

Steve: That’s right. So, we interviewed Neil Patel. Well, I interviewed Neil Patel a couple of weeks ago, and we talked a little bit about Crazy Egg, and I was using that software to track the mouse movement, and how people were scrolling up and down the page, to see what points of interest were they stopping on. Which was on long copy, it’s such a good way to see what people stop on; what grabs their attention, and what doesn’t. Now, what I found really interesting was the testimonials that we had from some of our clients was the least looked at part of the page. And so anyway, in the short copy we took those off. So, here are the results from that split test. On the long page copy we had a conversion rate of 2.22%, which meant that out of every hundred people; just over two people would actually make contact with us. Once we changed it to the short copy, those people that got the short copy page we had a conversion rate of 6.93%.

Ryan: That’s huge difference.

Steve: It’s a big difference. It’s three times the amount of people making contact with us. This is one of the things that I’m really firm believer that I speak with a lot of people in marketing, in sales, and a lot of business owners that have websites, but they put them up and launch them and then never look at them again, and they wonder why other businesses are having success with their website. It’s one of my passions is that, you know, I just don’t believe that you can leave it alone. You have to continually look at and test it, and run analytics, and run heat maps, and run split testing. What that means is I’m spending $3000.00 a month on my AdWords campaign, and instead of getting a 2% conversion, moving that up to a 7% conversion is just tripling my revenue from that campaign. Just from making some tweaks and changes on the webpage.

Ryan: That’s really phenomenal. So, what sort of sample size do you think you need to get conclusive results? How many people need to go through the process?

Steve: Yeah, you do want to get a good percentage in measure. You need a fair amount of traffic, and so I would say it’s probably different for everything. If you’re just selling t-shirts as an example or some clothes, you might have 1000 people and you might be able to make a conclusive conclusion from that. And it also depends on how you’re testing, as well. I mean there’s sometimes where you get some really strong, early indicators where you have less traffic, but it becomes very obvious, very
quickly that one is simply outperforming the other. So, it does depend, and you’ve got to look at it on a case by case scenario. In my case I couldn’t afford to wait, because I have much smaller market, and so I had to make some conclusions earlier than I would have liked, but the statistical difference between the two showed me enough that I was able to make that decision.

Ryan: Well, that’s really awesome. So, if listeners want to test that out, do you recommend that they check out Crazy Egg?

Steve: Well, Crazy Egg doesn’t do the split testing. I think Crazy Egg’s really good, as it compliments split testing. So, it kind of shows you different things that you might want to do or may want to look at. You can use Crazy Egg in a few different ways, but the tool that we used for our split testing is Visual Website Optimizer. And the beauty of Visual Website Optimizer is that you don’t need to know anything about programming, or code, or anything like that. You do need to put a little snippet on to your website, which any webmaster or web developer can do for you very quickly, and easily. It’s a five minute job. Once that’s done, you can log into Visual Website Optimizer, and tell it which page you want to use to actually test, and it brings that page up. Then you just click on the different parts; you know, that might be on an image, or it might be on the text, and you can rewrite that, or you can delete it, or you can move it around, change the color, do whatever. You can actually, it’s as simple as editing a Word document. Once you do that, you’ve just got a test that runs live and you just let it run for however long you want.

Ryan: That sounds really cool. So, even people who have very little or no technical skill in web design, or coding could, by the sounds of it, actually use something like this?

Steve: That’s right. You need to have a strategy in mind. It’s no point going on to Visual Website Optimizer and saying, “Yeah, I want to do that,” and not thinking about what you’re trying to achieve. What you really want to do is you want to look at your original copy and say, “Do I think that headline is the most applicable headline, or the most benefit- driven headline?” And you might have the outcomes of saying, “Well, I want to test to see if that one headline works better than another.” You’ve got that strategy. You’re going to implement that and say, “Right, well, let’s test it and see.” So, for mine since I have the heat map I was saying, “There’s elements on this page, which people are skimming over, which tells me they’re redundant or not as relevant to them.” So, I thought, “Well, if I remove that, and make it less content heavy…”In fact, I was answering a lot of objections; but sometimes when you’re answering objections, when people come to your website or you’re doing a sales pitch, it can often raise more objections that you have to answer. People start thinking about what you’re saying and thinking, “Oh, well, hang on. That sort of leads me on to this, and yeah, maybe I won’t use it.” So, anyway, those kinds of things are all important when you are looking at Visual Website Optimizer. Having a clear goal of what you’re wanting to test. Setting up your test, and then allowing enough traffic to go through it. Then using some analysis and you know, a little bit of intuition will help.

Ryan: So, you mentioned the heat maps before. Is that something that will give you a clue about what you should be testing?

Steve: Yes, it can. So, on that particular page we ran the heat maps for about eight weeks, to get some pretty conclusive data. Because it was such a long page to scroll down, it gave us some really conclusive evidence as to what areas people were stopping on, and focusing on, on the page, and what areas they were skimming over. And so, after we ran that it became obvious that, well, you know, we should now split test this. Rather than just turning around and blindly sort of saying, “Well, let’s just change it.” We wanted to actually see, is it really real? Are our assumptions of what we’re making of the heat map going to actually translate and be right in the real world, and that’s where the split testing comes in handy. So, what actually happens is, when someone comes to the website and lands on it, Visual Website Optimizer records their IP address, so that it’s their address of where the computer is that’s actually viewing the page?

Ryan: Yep.

Steve: So, if those people came back three or four times over the next month, they’d actually still see the same page they saw originally. Rather than actually coming back and maybe seeing the other copy. So, it actually records and saves their information, so that when they come back they’re still seeing that same sales page. And that just gives you some really good data. And we were able to find the difference between the 2.2% and the 6.9% in less than two weeks.

Ryan: Wow. So, you’ve done this test, you’ve got some great results. What do you do next? Do you go on and test something else or do you test a different part? Where do you go from here?

Steve: Yes, so from that one, we made the changes to the short form copy. We still wanted some of the long copy relevant on the website, so we added that content, but into separate pages. Now, some of it went into our frequently asked questions page, some of it we split off into a different page, altogether. Some of it we actually just decided to write or rewrite that content in a blog post.

Ryan: Okay.

Steve: What we’re now testing on the short form page is the headline, and we’re actually just working specifically on the headline to see whether we can get a dramatic increase. If you use Google AdWords you’ll find that if you’re actually managing an AdWords campaign, headlines make a massive difference. I mean on Google AdWords you have such a short amount of characters that you’re allowed to use, but different words can just increase your conversion rate or your click-through rate on Google AdWords by a huge percentage. And so, currently on the short form page, we’re testing the headline, and the headline alone just to see if we can refine that.

Ryan: So, in the same way as you can test a webpage, you can do a split test on Google AdWords, as well. Is that right?

Steve: Yeah, that’s right. So, when we manage Google AdWords campaigns we use split test ads. So, as an example, if you’re in video marketing, or video production I should say, if we had an AdWords campaign for you we might target the keyword, “Video Production Company in Melbourne.” That might be a keyword phrase that we look at, and we’ll write an ad for that, or sorry, we’ll write two ads for that keyword. So, the first ad might be, “Beautiful Video Results in Melbourne,” or something like that. The next ad might be, “Fifteen years’ experience in web video production company.” What Google will do is we’ll set that up to split test those ads, so then, every second visitor that types in the keyword phrase will click on one version of the ad over the other. And you can then start to see, “Well, which one outperforms the other?” So, I’ve got campaigns at the moment that we’ve taken from a 1.5% click-through rate, up to a 16%, and 17% click-through rate.

Ryan: Wow. So, if you are driving traffic from Google AdWords to a sales page, then you should be split testing your AdWords advert, and your sales page, so you are sort of doing two split tests there?

Steve: This is why, actually, my company, Digital Domination, we are a digital agency where we do web design, but we do SEO, we do pay-per-click, and advertising. We’re about to introduce more of the social media advertising through Facebook and LinkedIn, and Twitter, and those sorts of things. But one of the things that I often say, “The weakness of just a web design company is they just do the web design, and they leave it, and that’s it. They forget about it.” You never actually know the results. If you just use a pay-per-click company they’re often not talking to the web designers to say, “Hey, this is how we can make some improvements.” Quite often, a lot of the pay-per-clicks don’t even mention anything about your conversion rates, at all, because if they are testing an ad that is performing really well for you on your pay-per-click campaign, then there’s a good chance that you should rewrite your copy to include that headline, or that benefit on you website. And actually, there’s a very good chance that if that headline’s performing really well on Google and getting you a lot of interest, there’s a really good argument for you to take that headline and say, “I’m going to run that in my print copy ads, on newspapers and magazines.”

Ryan: So, it’s giving you information that you can then take into other parts of your marketing?

Steve: Yeah, so it’s one of those things I just feel it’s really important that people consider using a digital agency over specialist’s in each niche, because you won’t be communicating with each other. If you do go through the specialist’s – look I know, I think you’ve met Mike, from Web Savvy, he’s pay-per-click guru.

Ryan: Yep.

Steve: And he’s excellent as a specialist in that field. If you do use someone like him, what you want to do is you want to tap into them on a regular basis and say, “Right, you’re only doing AdWords, but, can you give me these metrics? Can you give me these headlines that are best performing?” Then you integrate those with your marketing campaigns that you’re doing. Don’t ever just let these guys work on their own, and be isolated. You want to grab that data and make use of it.

Ryan: That makes sense. Hey, you know how Google sends out these postcards with like $50.00 or $100.00 of free AdWords, circled free, AdWords credit? I think there’s probably a lot of small business operators out there who give that a try, and then maybe start managing their own pay-per-click campaign. Do you think that’s okay, or do you think people get a lot more value from having it managed by a specialist?

Steve: I think Google’s plan there is to show people that it’s not so hard to actually set up, and they want to give businesses an idea of making the transition from whatever their traditional method of advertising has been, to just testing it online. What I will say is I’ve spoken to a lot of businesses who’ve used those vouchers, or have even just put in a couple of hundred dollars themselves, and they’ve had little to no results. AdWords is simple to set up, I suppose, but very difficult to master. Look, it’s very simple just to log in, create an account, throw up some keywords, and write an ad, and see what happens.

Ryan: Yeah.

Steve: I mean that’s not hard, at all. But actually, having a strategy going in there, understanding what everything means, using either broad keywords, or modified broad keywords versus phrase match, versus exact match, and you speak to a lot of business owners about it, and if I just mention those, they sit there, and they just go cross-eyed and have no idea what I’m talking about.

Ryan: Yep.

Steve: So, you need to understand what each of those, means to you. You need to also, build a negative keyword group, so you’re not bidding on things that people type in that aren’t really relevant to your service. But they’re clicking on your ads, and if you don’t each week look at your keywords, and what people are typing in, before they click on your ad, you’re not developing a negative keyword list, so you’re just throwing money away.

Ryan: I’ve noticed that. Sometimes I’ve done a search and it’s been a local search, and I’ve seen businesses on the other side of the world pop up, and I just think, “You know, they are just not targeted, and each time someone clicks on them, they’re getting no benefit.”

Steve: Yeah, and the sad truth is that sometimes it’s the people managing their campaign, that haven’t really monitored that, and set that up. But, quite often, you will find it’s the business itself has – you know, you’re delegating a significant marketing avenue, or advertising campaign to a PA or receptionist, or someone else in the office to just manage, and set up, and run. But really, oftentimes they don’t have the expertise to get around it. There are other things, as well with analytics, since we’re on the subject, that you want to really have a look at, where Google will give you a quality score based on a number of different factors. So, if you are running an AdWords campaign targeting a certain keyword phrase, Google wants to say, “Well, how relevant is that, really, to the website that you’re sending, or the webpage that you’re sending your visitors to?” And they give you a quality score. They’ll say, “Is it relevant. Is the actual content relevant to them?” You know, “Is your ad relevant to that content?” All of those sorts of things, “Is the keyword phrase relevant?”

Ryan: Steve, today then, they look at your ad, and then they look at the page that you’re driving traffic to and they do an analysis and say, “How connected is your ad, to that copy that you’re sending people to?” Is that how they do it?

Steve: Yeah, it is quite complex how they use quality score, and how they work it out. There’s a video on YouTube that talks about it, if you want to see it, he’ll stand up and give you a lecture on how the quality score is actually calculated. But what, I suppose, is most important is that the higher your quality score is, the lower your ad price is, and the more opportunity for you to have a higher position with your ad.

Ryan: That’s a pretty cool idea. So, you’re getting rewarded for serving up quality targeted ads.

Steve: That’s right, and it’s linked to, also, how many people are
actually clicking through on your ads. So, if you have a very high click-through rate, which is what we were talking about before; when you run a split test, if someone’s got a click-through rate of 1%, and you’ve got a click-through rate of 20%; Google likes you more than the 1%, because they’re going to make more money, first of all, but they think that your ad is more relevant to those users, and so they will promote you or give you, “This contributes to your quality score.” And also, having a high quality score lowers your bid price. So, the Google AdWords system is an auction system, and you put in a bid to pay for your clicks, and everyone bids differently. But, if you have a low quality score, there’s a good chance you’re paying more for your clicks than someone who has a high quality score.

Ryan: So, if a business goes to a professional provider, they may find that the money that they’re spending, the additional money for managing their campaign is actually offset by the cheaper cost of the adverts, because they’re more targeted. Is that right?

Steve: That’s right.

Ryan: That’s pretty cool.

Steve: That’s right. It’s like quality score’s made up of your expected click-through rate – for your ads and the keyword, the relevance of the ad to your particular keyword that you’re targeting and what Google calls your landing page experience. So, when people actually come to your webpage that you’ve directed them to, what’s the quality of that page, and does it have good information on it, and is it relevant to that particular keyword?

Ryan: So, there’s a huge, such a massive topic, it’s quite complicated.

Steve: It is. There’s a lot to take in. And again, it’s easy to get started and set up, but it is very, very difficult, and it is time consuming to master.

Ryan: I can tell just by the way you’re talking about it, you really enjoy this stuff. This is something that you actually love doing.

Steve: Yeah, it’s sick, isn’t it? It is a little bit.

Ryan: The thing that I sort of like about…

Steve: Ryan, you should see my wife’s eyes glaze over, as soon as I start.

Ryan: Now look if she had a product that she was promoting and she could see how this could increase sales, and drive more traffic to the site, that’s when it becomes interesting, you know? When you take the data and you actually turn it into sales, and you turn it into a larger audience. That’s when I think people’s eyes, you know they’ll stop glazing over, and they start to think about the possibilities of what it could do for their business.

Steve: There’s so much that you can do with your website. I think over, we spoke last week a little bit, about how people can get started, and how they can make a change. One thing that I’m starting to put together is a guide, moving from white-belt online, to a black-belt online business. And so, in the white-belt online I’m going to do this as a bit of a free guide, with the white-belt is getting set up, how to set up a website, how to set up your domain, how to make sure that you’re found in your free local directories, and how to find particular forums or other websites, that will organically help you rank in Google, that you can get listed on, and those sorts of things. I’m going to start to roll out these lessons. This will be more on the blog side of things, but I’ll let you know through the podcast as we start to roll these out. My hope is that over time people will start to look at it and say, “You know what? My business has already done the white-belt and the yellow-belt and the green-belt. We’re kind of up to the blue-belt stage and we want to know about how to get better results. We’ve already done some AdWords, but we want to know how to really refine that, and get much better results from our AdWords campaign.” Or they might say, “We want to know how to take our content production to the next level, so that we can start to syndicate everything out, and be found in more areas online.” Or a lot of people might say, “We want to be less reliant on Google. How do we drive good traffic to our website, without it actually coming through Google as a search engine, so we’re less exposed to the fluctuations of the Google algorithm?”

Ryan: I like this belt system idea, because this information, if people aren’t familiar with it, it can really overwhelm them. So, they can start on their white-belt and do the basics, then for the more advanced users they can go directly to the more complex stuff.

Steve: I think for a lot of us too, I mean I’m in this space and I keep, I read things from a lot of the good internet marketers on the planet as to what works. We test them ourselves. First and foremost, if I see a new idea I’ll run it myself on my own business. But it’s really interesting to find that there are a lot of people out there selling things that just do nothing, or they’re giving people a bum steer. You can go and invest a lot of time to incorporate those strategies, and then find out that, “You know what? You just haven’t made any money.” So, the white-belt to black-belt system will, number one, tell you how to actually put it in place, but once you put it in place it will tell you how to test and measure those results, and cut-off what’s not working, and then spend your energy on what is working.

Ryan: Awesome, sounds really cool.

Steve: So, I think that kind of wraps us up this week, Ryan. I think that’s a bit of technical information overload.

Ryan: That’s been really good, you know? It’s just prompted me, too. Split testing is something I’ve thought about before. It’s just put that back on the map for me to start thinking about, and Google AdWords, as well. So, I found that really helpful, just to start thinking about those two topics.

Steve: Well, I would love to hear if you do set up a campaign of your own. How you are going, and if you have any questions in the coming weeks or months, let me know. I’m more than happy to answer them and the same with the listeners. If you’ve got listeners out there who’re wondering how to get their heads around certain things, I’ll be more than happy if you come and add a question on the blog at typicalbusiness.com. Ask those questions and we’ll find out the best answer for you, and let you know.

Ryan: Hey, thanks Steve. That was great. I really enjoyed it.

Steve: Cheers, Ryan. Thanks very much, and I’ll look forward to catching up with you in our future episode.

Ryan: Yep, see you, mate. Bye.

Steve: Bye.

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