A few chapters ago, I discussed the importance of testing your sales message using a tool like MuVar.
I used the simplistic example of selling lemonade and how saying “10 cent lemonade” on a sign would have a very different rate of sales than saying “lemonade 10 cents.”
That’s absolutely true. If you don’t have MuVar installed on your site, you are losing sales. That’s just a fact. Here is the URL for MuVar if you still need to get it:
It comes with the franchise offer because nearly the entire franchise system is run on MuVar ensuring constant and never-ending improvement of profit for all franchise owners. You can order the franchise here:
http://www.DiegoNorte.com/services/Franchise
Let’s talk a little about the variables you should test though in MuVar. Here are the sections I use for every sales page:
1. Headline
2. Product description
3. Product picture
4. Guarantee
5. Testimonial
6. Call to action
7. Order button
There are other things you can include to test, but those are the major areas of every sales page I always test. I will have several alternative headlines, several product descriptions and so on.
I also highly recommend testing everything except the order button against “nothingness.” When you set up MuVar, just add a version to each variable that is completely blank.
This is important because I have several sales letters where some section ends up having that “nothingness” win.
Everyone things they are a great writer. They think the headline they came up with will help sell the product or service on that sales page.
When you test everything and include “nothingness” as a version, you will often find that “nothingness” wins. That’s just a fact. It is just as likely that your headline, product description or some other part of your sales letter actually talks people out of buying something as it is that it helps convince them to buy it.
Test and find out for yourself.
There are two sections of every sales letter I have that NEVER have “nothingness” win though. These are the two most critical parts of every sales letter.
The first one is obvious… the order button. If you forget to include an order button or link, nobody will purchase.
The second one caught me a bit by surprise though. It was the customer testimonial section. In this section, I included a customer testimonial if I had one for the product.
Some of my testimonials were just so/so in my opinion. They were vague or sounded too “over the top” and I was sure they weren’t helping sales.
When you use MuVar though, you don’t have to worry about that. MuVar automatically tests everything and stops using it as soon as it has enough data to know that it hurts sales more than it helps sales. If you have “nothingness” as a variable version, you don’t have to worry about including a “not so good” testimonial. MuVar will find out for you and stop using that testimonial if “nothingness” would do better.
Every single time that I thought a testimonial would lose against “nothingness”, I was wrong!
Every single time!
Testimonials from customers are that important!
In fact, a single testimonial shown on a sales page causes my my sales to more than triple on average (3.237 times more sales to be more exact).
Do you have testimonials on your sales page?
If you don’t, I bet I know the reason. I used to have this problem myself. Testimonials come in from all different places and you mean to get them on your sales page, but you just never get around to it.
Is it worth more than triple the number of sales? Of course it is.
I finally found a solution to that problem. I installed software called TestiVar that automatically collects testimonials from customers and inserts them into the MuVar database to test.
Here’s a sales page that I use TestiVar on:
http://www.DiegoNorte.com/apply/
TestiVar automatically put that testimonial page in the middle of that sales page. It also created this page automatically:
http://www.DiegoNorte.com/apply/testimonials.php
It also provided a form where customers could add a testimonial directly. I just give them the URL whenever they purchase (or in this case when I pay them since this is a job application page). They enter the testimonal and it automatically goes into test in MuVar.
I never have to do a thing. Between TestiVar and MuVar, it automatically makes sure that each testimonial is contributing to sales… AND it shows the MOST influential testimonial on the sales page completely automagically.
Do you want a copy of TestiVar?
Of course you do. Here is the URL:
The fact is that your customers will always write a more effective sales letter than you write. Want proof?
Go back to this URL:
http://www.DiegoNorte.com/apply/testimonials.php
Read all of those testimonials and let me know what you do when you get to the bottom of that page. You signed up; didn’t you?
That’s the power of customer testimonials… and TestiVar.