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Fun With Website Optimization

Written by Ryan Ambrose  · May 15, 2008

You’ve finally completed the groundwork for your latest income strategy, be it a sales letter
or something else. It looks beautiful. You’ve slaved over the copy, put the images where they should be, and then you posted it to the Internet and started driving traffic. The problem now is, you’re job is only half done.

Now it’s time for the optimization. This is a fancy word that means you:

  • Test

  • Change

  • Retest

  • Change some more

  • Beat your head on the wall

  • Scream at your computer

  • Pull on your hair

  • Then repeat until you have a sales letter/opt-in form/solo ad/whatnot that does what it’s supposed to do.

I’m currently at this stage in my latest ebook release, but not far enough along for the hair-pulling or scremaing yet. Have no fear, I’ll get there eventually.

You may have already noticed already that it’s not my favorite thing to do. It won’t be yours either, but it’s an absolute necessity if you want to successfully sell. Unless you’re a prodigy, you’re not going to get whatever you made right on the first shot. That’s quite all right, because that’s the way it works for the vast majority of us.

So, here are a few things you might want to change or test if your site or strategy isn’t performing as planned:

Initial impressions: The initial impression is the very first sensation someone gets when they land on your site. You don’t have long to make a good one, so if you’re not garnering any conversions and your site stats say the visitors are only staying for a second or two, you have an initial impression problem. Headers, layout, and colors all affect this.

Your headline: You’ve probably seen The Big Read Headline. It’s the “Attention” portion of AIDA, and makes a huge difference in whether or not you get and keep someone’s attention. Make your headlines short and hard-hitting, and if its not working, tweak the wording, word-wrap breaks (which you can manage with a <br> HTML command), and embellishments like quotation marks or underlines.

Your copy: It helps to go back to your copy once you haven’t looked at it for a while, because you give yourself some objectivity. You may notice things like awkward sentences, weak selling, and bad layout that makes it unpleasant to read. Again, these are things which require tweaking over time, and small things like the font family and its point size.

Images: Chances are I’m going to have to get a header for my new site, and I’ll be doing that soon. As I stated last week, other images like your picture, ebook covers, return guarantee ribbons, and fancy ‘Buy Now’ buttons might be necessary to add, or you may have gone too far and have to remove a few things.

Yes, I find optimization is about as much fun for me as a dental appointment, and even worse, takes much longer than a dentist would. It is a necessary evil though, and obligatory to make your sites convert like they should.

Seriously, how do you make a beautiful, sellable ebook? Find your answers today with The Ebook Walkthrough!

My name is Ryan Ambrose, and I’m one of the co-authors of Can I Make Big Money Online.

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3 Responses to “Fun With Website Optimization”

  1. George Manty on May 15th, 2008 10:06 am

    That was very funny and good advice as well.

  2. Heida on May 15th, 2008 1:00 pm

    I like the explanation for optimization. Even though that is accurate reading it worded that way is funny.

    But how about changing/testing color of headline and/or subhead?

  3. Ryan on May 15th, 2008 7:00 pm

    Hi, Heida

    Yes, I’ve seen headlines that weren’t the classical “Big Red Headline”. You can change the color and test it, but most people use red because it draws the eye immediately, and you don’t have a lot of time to get and keep someone’s attention when they hit your site.