Last week, I launched my first beta test for a VisiOlo offer.
Do you beta test your offers before launch? At this point, I won’t launch anything without testing first. I elaborated on the need for beta testing of offers on this guest blog post on testing offers in the Internet Marketing Niche at The How To Project.
Here’s an excerpt of that post:
Before you launch a product, it’s extremely important to launch with the confidence that comes from testing your sales process before you do a launch.
JV partners and affiliates are much more responsive to an invitation to join a launch if they can see evidence that you’ve at least worked out the kinks in your sales process and at best optimized your sales process for maximum conversion.
I would say that no one likes to be a guinea pig, but that’s not true. If you ask close partners and friends to help you test, they will. But they like to know that it’s a test.
If your promotional partners feel that you are attempting to launch a ‘green’ untested system, they will shy away from your launch or they won’t get behind it with the gusto that you would like.
There are ways to test in *any* niche, but since I do my testing in the IM niche, let me share with you some ideas that will help you do effective beta testing.
My initial test gave me some great insights into my offer. The test included mailing to a specific group of my past customers, a WSO (Warrior Special Offer) in the Warrior Forum, and a single mailing from a JV partner.
Here are the results:
My List
- Impressions: 516
- Clicks: 30
- Click Conversion: 5.8%
- Sales: 2
- Sales Conversion: 6.6%
- Revenue: $154
- Revenue Per Click: $5.13
WSO
- Impressions: 239
- Clicks: 33
- Click conversion: 13.8%
- Sales: 0
- Sales Conversion: 0%
Partner Promo
- Impressions: 7100
- Clicks: 255
- Click Conversion: 3.5%
- Sales: 2
- Sales Conversion: .8%
- Affiliate revenue: $77
- Revenue per click: $.30
Keeping mind that there are multiple moving parts here, I think it’s safe to say that the offer is converting at a dismal rate. Out of a total of 320 visitors to the sales page (some visitors came from different sources) only 4 sales were made. That’s a sales conversion rate of 1.3% – not stellar to say the least.
These were, for the most part, the most qualified prospects I would expect to have. The conversion rate *should* be much higher — like 10X higher.
I think, with tweaks to the sale page, I could easily double the conversion rate, but with results this far “off” I really think that the offer itself needs to be revised.
My guess is that VisiOlo is something that one has to *experience* in order to really understand it. I can do more on the sales letter to explain how VisiOlo works and how it can transform one’s business, but it’s far better to let prospects experience it for themselves.
It’s a guess, but probably a pretty accurate one.
Next Actions
Armed with the information that I collected in my test, I feel that adding a ‘trial period’ to the offer will greatly improve results. I’ve already asked members of my advisory team about introducing a trial period and they concur. I’ll ask the rest of the team just for a reality check, but more than likely, the next test will include a 14-day $1 trial period with automatic billing of the remainder of the offer on day 15. This will give users a chance to log in to their accounts, set up a system or two and collect some data.
I couldn’t come close to that kind of engagement in a sales letter, so it makes sense to me. Spending $1 for a 14-day trial is an easy decision for the target audience to make. The next test will probably occur after the new year, but as soon as I have more data, I’ll report back.
Note: I know you would like to see the offer, but since this was a closed offer, I’ve chosen not to post links.
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{ 3 comments… read them below or add one }
I was one of the few who purchased. I had to think really hard about purchasing but I did.
One thing that almost stopped me was the idea of paying for a beta version of software I still have reservations about that. I’ll need to see how “beta” it is. Add to the fact that I’m taking the riks paying for beta software and it is only for 1 year was almost a deal breaker.
Second what I and most people want I think isn’t do get a bunch of stats, but to increase sales and profits through testing.
That’s what your headline should be about
If your sales letter focused more on this and before/after results. The results showing how much more money you can make by testing with real tests, it would be a much more appealing offer.
Thanks Ron.
First of all, for making the decision to jump on board with this offer. And secondly for your candid feedback.
That really helps me get some perspective on the buying decision. I’ll definitely re-tool the headline and include that in my next test. And look to include more examples of how real tests can increase sales and profit as well.
Would a $1 14-day trial have made the decision easier for you?
I think a 30 day trial would be better.
Often people are busy and can’t get started right away and 30 days is enough to get people hooked.
Maybe charge $5 or something. Enough that you are screening out the freebee seekers but still low enough that cost isn’t a factor.
Also your sales letter is the key. Don’t use the word beta and as I said before emphasis benefits not stats.
Ron