How To Be "Local To The Locals" And Make More Sales ----------------------------------------------------(c) 2004 Charles Kangethe -------------------------
Here's a really simple way... to customise your product offer from headline to prices in order to suit local tastes.
We all know people do business with people they "know and trust". So how can you convince shoppers half way across world that you are reliable and someone they should do business with ?
What I am about to show you will make your business "Local to Locals", wherever in World they might be.
Step #1 - What Is A Split Test ------------------------------
Split testing is a vital task for any Online Business.
By testing different headlines, captions, graphics, copy and prices you can gradually point your business towards better conversion rates.
A basic split test adheres to these guidelines.
1) You start with a base sales page - This is called "Control"
2) Set up a new page for each component you want to test.
For instance set up a new page where everything is same as "Control" except Headline. Test various components such as price, ad copy and bonuses, each with its own page.
3) Using software, set test criteria in terms of how long you want test to run or alternatively set number of visitors you want to visit each page.
During test Ad tracker will record statistics, and you can tell which page converted most.
For future tests, that page can then become "Control" as you change another component.
Step #2 - A Shortcoming Of Many Split Tests. --------------------------------------------
Your Online Business has a big advantage over local Bricks and Mortar businesses.
Your marketplace is Global.
However, this is also a weakness.
Despite shrinking of World, depending on what you sell, people still feel more comfortable doing business with "Local" companies.
Until now...
If you could tell which specific region converted best for your product offer, you could concentrate your offers there instead of wasting advertising money trying to capture a huge unresponsive Global Market.
Step #3 - Breakdown Your Marketplace Into Regions. --------------------------------------------------
Decide level to which you want to breakdown your global market place.
Depending on your knowledge of World and type of product you sell, you may want to target sales at a country level.
For more specific products you may feel a regional approach within each country is best.
Finally for some offers you may want to target people in specific named cities within a region in a country.
Once you have decided on your breakdown you need to set up your sales pages.
Step #4 - Set Up Test Pages ---------------------------
If you have decided to track sales at lowest level, then you will need a page for country, region and city in addition to "Control"
For each regional page, change your product offer so that it appeals to people of that region.