The first X in the formula is subscribers.
A subscriber is a person who fills out their email address on an opt-in page. They are
opting in to your list to receive the free gift you offered and to also receive further
communication from you. Without a converting opt-in page, you will have no
subscribers. If you have 0 + X + X, it will equal 0 dollars. You must get subscribers to
make the formula work.
In order to get a great converting page, you need to split test. Split testing, sometimes
called AB split testing, compares the effectiveness of two or more webpages to see
which one gets a better response.
Sadly, you must split test yourself. Anyone who split tests well is doing it for themselves
and not offering their services to the public.
I personally use Google Analytics to split test. Inside it, they have a feature called
Content Experiments, which allows you to test and eliminates the guesswork of
designing your website. It allows you to test variations of your page so you know which
design leads to the most conversions. In our case, a conversion is someone who opts in.
That’s how we get subscribers.
When I do my testing, I split test radicals first. Radicals are two radically different looks
and feels of a webpage.
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For example, two radically different pages would be one page that is the prettiest page
you’ve ever seen and one page that is the ugliest page you’ve ever seen.
The pretty page is one I would want to show my mom or my grandma. The ugly page is
so ugly that I would be embarrassed to show anyone, especially my mom or grandma.
Why would I split test two pages that are polar opposites of each other? It’s because
when you split test radically different pages, you get radically different results.
The way Google Analytics works is that it drives traffic to each page by sending the first
person to page A, the second person to page B and the third person to page C. Then it
repeats the process, starting over at page A. Once I review the results, I can identify the
winner, which we call the control.
Split testing is essential in determining your success as an internet marketer. Many
internet marketers do not split test and they are missing out on valuable information
that could help them to make more money. Lots of internet marketers will tell you that
they split test but really, they are optimizing by tweaking something small, like the color
of the font or the size of the picture. The key in split testing is split testing radicals.
To give you a better understanding of split testing and radicals, I want to share you with
you my favorite gun.
This gun is called The Judge. I bought this gun to protect my children when we go out to
our land. We often run into rattlesnakes and other animals. Out of all the guns I own,
this is my favorite.
In the picture above, notice the ammo laying beside The Judge. The smaller ammo is a
rifle bullet. Here’s a close up.
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The larger ammo is a 410 shotgun shell, shown below.
Now, all internet marketers have the same gun. For our purposes, we will say that all
internet marketers use my gun, The Judge. The gun represents an autoresponder. No
matter what autoresponder someone uses, basically they are all the same. So every
internet marketer has the same gun, an autoresponder, but every internet marketer
uses different bullets.
If you don’t know how shotguns work, when you shoot, it sprays this stuff. It’s big
widespread stuff. However, if you shoot with a rifle bullet, it will hit a small defined
area. Most internet marketers use a shotgun shell. But I use a rifle bullet and you
should too.
When most internet marketers shoot, they place the shotgun shell in the gun. They
shoot and these pellets go all over the place. There’s only one pellet in the middle.
They say, “I hit the target! It works!”
But they don’t know which pellet actually hit the target. They think I used this gun and
shot. It hit the target but they don’t know exactly what worked.
Over a short period of time, they have changed different things on their page, tweaking
something small here and there, without tracking the results. When they see an
increase in their subscriber rate, even if it’s just a small percentage, they think they’ve
hit the jackpot. The sad truth is they have no idea how they increased their conversions
because they were not split testing.
Continuing with the gun analogy, I grab my gun and put in the rifle bullets. I aim and
then shoot. If I shoot and miss (have a low conversion rate), I go back and try it again
with a second bullet (a radically different page). Once I hit the target, I go back and do it
again. The difference between them and me is that since I shot with two or three
separate rifle bullets (radicals), I know exactly which one hit the target.
Now after I split test three radically different pages, I split test variations of the winner
A slight variation would be changing the headline or changing the background colors. A
slight variation to the page is optimization. (If someone tells you to change the
headlines to split test, they’re an idiot.)
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Below are my results for testing slight variations of a page with a 41% conversion rate.
Variation 1 has a 50% conversion rate and variation 2 has a conversion rate of 46%.
Let’s do the math here. If I send 100 people in to variation 1, I’ve got 50 subscribers. If I send 100 people to variation 2, I’ll get 46 subscribers. So which conversion rate is the
highest? 41%, 46% or 50%? Duh. 50% is the highest. We’ve got our new winner.
100% is what you always want to aim for when split testing. It’s an ideal because we are
not actually going to hit 100%. Yet we must always keep striving to get as close to it as
we can. It takes a little bit of time in the beginning but the harder you work at it, the
more you split test, the more money you’ll make.
One of my students, Sharvin Exubrio, had this to say about split testing- “Split testing is
so important. We put a lot of effort in coming up with our websites, autoresponder
messages, sales pages, etc. so it’s easy to justify to ourselves why we feel our conversion
should be fine. But the truth is, it may not be the case from the subscribers’ point of
view. And that’s the only point of view that matters.”
She hit the nail on the head. The only view point that matters is the subscriber’s and the
only way to know what your subscribers think is by split testing. Don’t fall into the trap
of thinking you know what’s best for your list without undeniable proof. You will miss
out on opportunities to obtain subscribers when you let your pride get in the way.
Base your decisions on the brutal facts.
After I split test my page and find the winner, I’ll have opt-ins. These opt-ins are now
my subscribers. These are the people I will send emails to, offering them products
and/or services. What happens when you send the email is what brings us to the next X
in the formula, clicks.
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