3 ways to get more leads from your website by measuring response rates
Need more leads from your website and online advertising? Learn how an online marketing firm improves results for their clients.
How would you feel if your website was able to get more leads tomorrow than it did today? And more leads next month compared to this month?
The answer is an obvious “Yes!” The question is how?
The secret to increasing website results
Here is the secret: Through testing different offers to your searchers, measuring the results, then discarding the poor results and building on the good results. 
An analogy would be two golfers competing against each other… but one golfer is allowed to take two or even three tries for every shot, then choose the best of the shots … and do this procedure again and again for each stroke. Hit it into the woods? No problem! His third try was right down the middle of the fairway. He’ll use that one from which to take his second shot.
Here comes another obvious question-- Which golfer will win that competition?
The power of this process (keep the best, build on it) is discussed in greater detail in The Power Of Website Testing.
How to measure your results
Today, we want to explore ways to measure your results. Remember the fundamental rule-- whatever you can measure, you can improve.
It is unfortunate that many businesses do not measure results, do not try different messages to see which gets a better response from their audience, and not surprisingly get the same dismal results month after month. Don’t be one of them!
There are three important ways you can measure the performance of your internet advertising campaigns.
1. Testing your ads. If you use Google (or Yahoo/Bing) pay-per-click advertising, you are able to create two different ads, and test them against each other. This arrangement is called an A/B split test. Google alternates showing your ads. The ad that gets clicked on the most (after reaching statistical certainty) is deemed most effective. You then write a new ad and test it against the current winner. Over time, your ads get more and more effective.
It is best to try to very different ads. For example, you could have ad #1 emphasize your company’s reputation (“voted best restaurant in Kansas City by KC Today magazine!”). Ad #2 can emphasize fast service (“hot, delicious meals to your table in 15 minutes or less-- guaranteed!”).
Which will work best? You really don’t know… which is why you have to test it out.
2. Testing your website landing pages. This is similar to testing your ads. You can create two different landing pages where visitors arrive, then have Google, using their Website Optimizer, evenly rotate the pages. The page that has the most response (people fill out your form, buy a product or call you) is the winner.
For example, one landing page might emphasis your proprietary software’s cost savings over a leading software application. The other might emphasize the user’s time savings (since it is so quick and easy to use), or its money back guarantee. What is most important to the searcher? Test to find out!
Quick note: If you are doing some sort of advertising for your traffic, it is essential that your ads match the tone, emphasis and wording of the landing page (especially the headline). The searcher who sees an ad emphasizing something should land on a page that also emphasizes that specific topic.
3. Using tracking phone numbers. If the response you are seeking (also called a conversion) is a phone call, you can use a unique tracking phone number on each landing page. You can then determine which landing page is getting you more of your desired response.
Many of you see the value of testing and measuring your results, but you also recognize that it can be pretty complicated and time consuming. If that is the case, contact 2nd Mile Marketing at 888-433-5030 to set up a free evaluation of your situation. We can help you double or triple your response rates through methodical, scientific testing.
Testing enables us to provide a 100-300% profit return (ROI) on our client’s advertising dollars. Why not pay a professional X, knowing that their efforts are generating 3x in new profits for you?
Do you want tested ideas that will help your website become more persuasive, helping you test the right elements first? Then, download our free Website Persuasion Checklist. It is packed full of proven elements that always improve response rates. Download it now!