Website Product Testing For A New Online Business
Website Product Testing for a New Online Business
Providing a set of guidelines about how to go about building an
online business can provide you with some insight about what
actually is involved. You may be absorbed in the excitement of
launching your lifelong product or invention to the millions of
online users and have not given much thought to the mechanics of
setting up an online presence.
Before you set up the mechanical infrastructure for your business,
first convince your critical thinking part of your brain by doing
some research. On the other hand, don't spend months and months
researching this point.
Is your product or service something people need or want and not
just you? Be very careful here. Just because you think Klingons
from Star Trek are the coolest race of beings ever conceived, does
not mean you will sell millions and millions of "Go Klingon!"
T-shirts and coffee mugs online.
Your idea or concept should be tested first by setting up a test
website. You are testing to see how many people are out there who
may be interested in your product or service. Before you build a
website that has lots of time and effort involved, build a simple
one page website that is designed only to capture someone's name
and email. This is known as a capture page or landing page.
In order to set up any website, whether it's a permanent functional
website with your products and other content or just a test site,
you will need the following:
1)Purchase a domain name.
2)Hosting account where your domain name is hosted
3)A website that is designed to capture your prospects name and
email address tied to your domain name
4)An autoresponder system (so that you can set up automatic
deliver y of pre-written messages to prospects). Some hosting
accounts have auto responder systems, but not all. You will need to
find one that you can insert a lead capture form into your website
so that the form captures names and stores them on the
autoresponder system server.
Once you have these 4 components, you can test your product or
concept by driving traffic to the website. First, you must get them
to visit your website. Once there, they must find it compelling
enough to give you their name and email. This is called a
conversion. The point of the landing page is to get their name and
email, no more, no less. Once you have their name, you can then
begin your sales process which is set up via your autoresponder
messages.
Getting visitors to your site AND submitting their email and names
is the hardest part of the process. You must market the existence
of your site by using either free traffic sources such as article
writing, video marketing, forums, Facebook, etc. or by paid traffic
sources like PPC or Pay Per Click via Google Adwords, Yahoo or
Microsoft advertising channels.
Paying for clicks by writing small ads targeting your audience and
providing keywords that compel the searcher to click on your ad is
how you can start to test your concept/product. Place a few test
ads and monitor them over a period of days or at least to the point
where you get 1000 clicks.
You can set a daily budget for your ads so that you control costs.
Sometimes your ad will be so ineffective that you must raise your
cost per click in order for the ad to show up enough to get clicks.
A very low budget will take more time to reach 1000 clicks, but you
can see how effective your ads perform this way.
Once you get at least 1000 clicks, how many submitted their name
and email? You ideally want to expect a 1% - 5% conversion. If you
got a 10% conversion, just think how many names you could collect
if your marketing yielded 1000 clicks per day or page views (coming
from organic or natural search results). Paying for those clicks
from an ad can add up and be costly to maintain over time, but if
people ended up buying your product and your Return on Investment
was good, you would probably maintain paying for traffic.
If nobody clicks on your ad, or enters their name on your website,
you must look at the wording of the ad, the website design, layout
and copy and of course, the product you are promoting. You could
have professionally written copy boasting about the product, have
slick graphics and all, but very few people interested. Your
product may appeal only to a very small audience and just not
enough to make the whole process worthwhile. This is what you must evaluate.
Tip: Don't try to come up with the next "Pet Rock", give people
want they are already buying. Find something you know people want
and need, or find a product that is already popular, but put your
unique twist on it, and then test it.
by: John Stuart Leslie
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