Testing

I cannot emphasize enough how important it is to test your attention-grabbing methods. If you are paying to get people’s attention (and you are, either with time or money), you want to make sure that you are using the most effective methods and copy possible. Test different keywords on your website and different combinations and track which ones get searched for most. Set up an account with Google Analytics and you can even track which links get clicked and how often. You can see all of the keywords and keyword phrases that brought people to your site and you can see where they came from geographically.

I use both Google Analytics and StatCounter for tracking. StatCounter has an easier interface and all stats show up instantly. Google Analytics has many more features (including multivariate testing) and is much more useful, but stats usually take a day to show up. There are other tracking programs out there, as well, all with pluses and minuses. If you do not like either Google Analytics or StatCounter, try another one and keep testing them until you find the one that works best for you.

PPC advertising, using Google AdWords, is very easy to test. All of your results (and there are a lot!) will be tracked and saved and you can look at your results for one day or one week or whatever period of time works best for you. You can even choose to have the best-performing ad run more frequently or have both ads show up equally. It can also get quite complicated, so be sure to check out www.chrisobyrne.com/adwords.

Read the book!

Chris O’Byrne
http://www.OnlineArtsMarketing.com/blog