1 Small Edit Causes $2.75 EPC Increase « Direct Response Marketing

Jun 3 2011

1 Small Edit Causes $2.75 EPC Increase

By Rich Gorman 21 Comments

“Only two things are infinite, the universe and human stupidity, and I’m not sure about the former.” -Albert Einstein

Yesterday we made 1 small change to an upsell on a client’s offer and the EPC jumped from:

All we did was add a button on the banner that said “CLICK HERE FOR A FREE ACCOUNT”. Prior to adding the button a lot of people didn’t click because they didn’t know the banner was hyperlinked. To ASSUME makes an ASS out of both U & ME. Tailor your creatives so that a 5th grader would understand what it means. FYI, the average education of online consumers is that of a 5th grader.

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Kim

What a huge difference from changing something so simple. It pays to pay attention and really spell things out for the customer.
COdr

Tailoring creatives so a 5th grader would understand- that’s great advice. We have to make it as easy as possible for our customers to buy from us.
God

Love your blog but let’s be real … 9 conversions on 28 clicks is nowhere near being statistically significant. Not even in the same universe. The idea of testing is, obviously, the core of direct response marketing.
- http://www.DirectResponse.net Rich Gorman
  
  9 conversions on 28 clicks is a highly optimized campaign
  - Guest
    
    Yes, but not statistically significant.
    - http://www.DirectResponse.net Rich Gorman
      
      not statistically significant? how so?
      - Guest
        
        After the edit, you have 25% of the daily clicks the campaign usually receives, hence not statistically significant. How did this change effect EPC’s after running it for a full 24 hours?
      - http://www.DirectResponse.net Rich Gorman
        
        we had an increase in EPC after the entire daily run – it is now in the $10 EPC range.
Sportsguru452

I totally agree. My sites are so easy to use. I just imagine my grandma is trying to buy my product, and set up my site accordingly. No offense to my grandma, but she’s not the most computer savvy lady!
Tomstruckstuff

Wow! That’s quite a jump. Amazing what one little change can do to the numbers, isn’t it? I think I’ll take a look at a couple of my sites…
Marketking

I’ve worked with you guys in the past, and you have never failed to deliver. I’ve never had a company pay so much attention to detail, and the devil’s in the details, right? All these little things add up to more $$$ for me (which is why I came to YOU in the first place)!
Andy

The smallest thing can make quite the difference. I have found this out the hard way. Learning from your small mistakes can cost you pennies or thousands.
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http://DempseyMarketing.com/journal/ Robert Dempsey

Further proof that if you want people to take action you need to tell them what you want them to do. Not doing that can cost you a lot of money. I found that out the fun way with my first business. Even the best products don’t sell themselves, otherwise marketing and advertising wouldn’t exist, or sales people.

And I’d consider a 32% conversion rate on your 9 clicks a nice one. But perhaps that’s just me…
danny

Isn’t CPC your cost-per-click? An increase in cpc of $2.75 is not good …
- http://www.DirectResponse.net Rich Gorman
  
  This is an upsell I have in place – an increase in CPC shows a higher conversion rate, or in this instance, it’s my earnings per click (EPC)
Anonymous

The blog was absolutely fantastic! Lots of great information and inspiration, both of which we all need!b Keep ‘em coming… you all do such a great job at such Concepts… can’t tell you how much I, for one appreciate all you do!
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