Sure, you can guess at it and draw a few conclusions such as “plural keywords convert better than singular keywords” or “using ‘the’ in a key phrase is more specific and targeted than using ‘a’”. However, these conclusions are just guesses. The only real conclusion you can draw from this case study is that you have to test EVERYTHING!

If one word or one letter can have that big of an impact in an Adwords campaign, then a similar change in your main headline or guarantee can have an equally significant impact.

The lesson here is to test, test, test. What should you test?

Test headlines.

Test guarantees.

Test bonuses.

Test colors.

Test sub-headlines.

Test your copy.

Test different prices.

Test layouts.

Test autoresponder messages.

Test your USP (Unique Selling Proposition.)

Test ads.

Test keywords.

Test policies.

Test images and graphic design.

Test deadlines.

Test navigation.

Test your checkout process.

Test font sizes.

Test payment options.

Test EVERYTHING!

Now, when you are testing a change, only test one item at a time. This part is critical. Testing only one change will help keep your results as accurate as possible. If you change 4 items at once and see a 1% boost in conversion rate, it is possible 3 items are helping and 1 is hurting, so your conversion rate boost would have been greater with just 3 changes.

The bottom line is this…

If you really want to take your website’s sales conversion rate to next level, you must absolutely commit to a focused and long-term campaign of testing and optimizing every aspect of your site. You never know when a small change is going to give you huge results!

Want to improve your conversion rates? Eric Graham is the CEO of several successful online companies. Internationally recognized as a top authority on eCommerce & Website Conversion , he's an in-demand speaker & consultant.

*Hint* Most everything I write goes to my senior editor first—my 10 year old daughter! If she can’t understand concept of what she’s reading, I need to start over. In other words: write in simplest terms. Big words don’t impress and make some folks feel stupid! Myself included!

Write so that your information is “scan-able”. People rarely read word-for-word. Their eyes scan down page when reading a sales letter or ad copy. Bolding key phrases in your copy, makes your information scanable and lets this person know immediately if they want to read further or bail from your site.

You MUST have a killer opening line. Something to snag your prospects attention right now! Start paying attention to articles and ads in your local paper…or if you’re feeling adventurous, take a gander at tabloids in grocery checkout. You’ll see some pretty interesting headlines AND as corny as they sound, they SELL like crazy!

Here are 3 examples:

How to… .....“How to lose 15 pounds in 15 days” ..... “How to meet love of your life!”

7 secrets… (any number will do) .....“7 secrets to attracting better clients” ..... “21 secrets of master coaches.”

If and Then… “If you have an itchy scalp, then get Head & Shoulders.”

GO HEAVY on BENEFITS. List all benefits of doing business with you and OVERCOME OBJECTIONS. When you’re finished with your spiel, give a clear and concise CALL TO ACTION.

For example: • “Subscribe now and receive a free doo-dah”, “Click here to buy now”. • Tell them EXACTLY what to do. o “Click here to schedule a complimentary coaching session” o “Click here to get our free e-book chock full of powerful interviewing tips” o “Take out your credit card and purchase now using our secure server”