24 – Offer Testing

Written by Alex Harris

conversion rate optimization mastermind podcast


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Alex

Hey masterminders, we’re in the conversion rate mastermind group. And today, we’re gonna talk about offer testing. You may have different offers for your products and potential at the same products pricing. And there’s really many ways and different to do this. I know Bobby. Do you have an example to get it started?

Bobby 

Yeah. I’ve got ton of examples actually what would people — during optimization or testing. A lot of people are just focused on the easier thing which is usually the headline or the action but you can make way better games on testing the offers. So some examples are testing a book or a long offer. Other examples are trial offer which is in supplement space which is I had few clients so you get one month trial you just shipping upfront for trial and then you’re on a return where you can return every month after that. There are few more that we can get into. —

Alex HarrisAlex

Yeah. I’ve mostly done it from on ecommerce from a price testing perspective and then in the sacks products I worked on either packages. What’s included in the offer. How long do you stay and then premium type of testing as well.

Bobby

Some other good options to test are sort of paying and –I’ve been using these on the down sells they’re the second upsell —conversion funnel is for the –item. Let’s say a hundred forty seven dollars and you say no to that and then you downsell them, the same product and the one hundred forty seven dollars so you break it up into installments.

Alex

That’s interesting. That’s something that we tried for a particular company. It was a discount for a year annual and then broke it up in to quarterly and then either a one time purchase. So having those different options is a great way to test as well coz’ some people don’t wanna pay for the whole year. Some people only wanna pay upfront and then quarterly sometimes at the medium.

Bobby

Yeah coz you never quite sure what the objection is. Is it the price or the –to pay a lot or are you hitting them at a time where they haven’t got paid yet. The campaign running out after the – month where you paid their bills or beginning of the month where you haven’t gotten their check yet. So there’s a lot of factors that you can test in the offer without registered people to keep clap the hands and give up.— but just tweaking the offer really can make a huge impact —you have to be careful with this one though because this test was pay upfront now. You pay smaller out now and then you pay the rest in 30days. And I did a test for the small amount was different price on them. One is like a dollar and ninety nine and very low just barely like a no brainer and then another one was a bit higher more like nine ninety five. And then you’re paying like forty seven dollars in 30days much bigger now. And what I notice is that the highet amount upfront even though it was nine ninety five or below but higher than— of a dollar ninety nine had better recurring people. So after 30 days, the more of those people pay the full price and then those that paid—Then they have offices was that those people who paid a little bit more committed to the product. Now you have to be careful like I said because there are a lot of other factors that are going to it. For example, it’s their credit card limit was declined on the second offer because they max it out or maybe they didn’t use the credit card in years. A prepaid card which is something else. So you have to really track that kind of test all the way to the end and something like that. Track it till 30 days from now so it’s much a longer term sort of test.

Alex

There’s many ways to explain this but I remember a particular thing that I wanna mention before we close at this episode. I was running a check out process test for a while and we were testing where to actually put the offer either it’s actually on the pages that accept credit card or the page before that. We really found through the whole thing some –be to ensure that you funnel leads to having the offer clear regardless if it’s a combination page or every single page and you have to test that and see if that’s right for you and then this case, we need to stand a level on offer page. That way it was clear about, it’s actually made it easier to pros to test.com combined into pages that’s aside from the point but the page alone was able to be tested yearly, quarterly and even daily or a small time—and we found was if we’re able to offer just one price at a lower amount, get them to sign up the credit card in and then upsell additional services later. That was the key winner maybe there’s a short or initially sign up for a membership site for $5 or in another case it was for a subscription service and it was only a dollar so a small commitment and then upgrading them afterwards they’re engaged because it’s not everybody that’s gonna be right product and you actually wanna be advanced in the beginning so that was one of my initial take aways in optimizing offers and pricing from conversion funnel perspective.

Bobby-HewittBobby

Yeah. I have actually –currently working in the process getting – not launched yet but –full funnel optimization test and one thought is it’s not —lower commitment upfront then bill from their so the first upsell base is at a higher price ticket so it can progressively go down from there so it’s lower upsell— And then the other funnel that I’m testing is counter into it well we turn sort of best practice for that by flipping the phone completely starting off after—first commitment of that—$7 from that an upsell for just a little bit more so the next step maybe nineteen ninety five and then progressively increasing the price of the upsells from there so I don’t have any data on that yet. I’m still working on the launch but there are stuff that you can do within the funnel for the offer. So looking at the offer from high level point of view of the funnel versus looking at the offer of the granular level of the product. Other things you could do is sort of bundle things together so I’m still having one bottle of the supplement or 2 bottles of the supplement or this supplement plus this cream bundle together at a special price. See you’re also raising the average order value by bundling together and just creating different offers from the existing products that you already have.

Alex

Well I’m getting flashback from working with my analyst when I was actually running a query department at this corporation because my analyst would come through and create these models of each different offer type was effective or not in the long run. And I think that’s something that you have to deal honestly when you’re doing this type of price testing. How was your lifetime value? What’s your CPA? Do you have kind of experience with that Bobby?

Bobby

Absolutely. I always take tests— to lifetime value and optimizing for lifetime values is very different from optimizing for just a fine conversion. It’s a lot more granular and you have to be you can make sure that you’ve crossed all your –all your eyes and ready for the long poll because you can have a test and that conclude rather quickly increase conversion upfront but if you’re not tracking all the way across time, across lifetime value, then you don’t the true factor of that the business. And sometimes a win can actually be detrimental to the business it could be a lower lifetime value the time and you won’t find out and months later and you may have run several test in between there so then tracking that can really slow thing down of the issue was much harder to find it if you’re not thinking about lifetime value upfront.

Alex

Well if people want to find our more about this coz this is some really good stuff and we don’t do a lot of pictures here by thinking people want to find out more how to do this, how can they learn about you?

Bobby

They can learn more about me at creativethirst.com or they can go to freeconversiongift.com and download some of the tools I use everyday to get these types of conversion rates.

Alex

Cool stuff! If you wanna learn more about us, you can visit and find out more information about the mastermind group, we actually meet weekly talking about conversion optimization in these type of tactics to make our clients’ business better and our own websites to actually make more money. So if you wanna learn more about us, you can check us at cromastermind.com. See you guys!

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