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Marketing Mistake #17 - Failure To Track And Test Results

Toby Evans

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After a failure to plan ahead for sales, one of the biggest faults that young Internet marketers tend to fall into is a failure of tracking and testing results. They may not even be aware that there are techniques, like split testing, that can help them to define why one sales campaign works better than another.

It might even be due to something simple, like a different headline in the sales copy that can generate 50% more sales, but having done no split testing, they will never figure that out. It's very important to continually track and test the results of different sales campaigns and strategies to see which ones work for you and which ones yield poor results.

Email Results Tracking

This can be especially true for Internet marketers that choose to go it alone and not automate with tools and services that provide some sort of feedback on the efficacy of a campaign. For email services, you want someone who can give you open rates and click-through rates on the email campaigns that you send out.

If you have low open rates, you will know that the hooks and headlines are potentially uninteresting. If you have low click-through rates, you can concentrate on increasing the immediacy of the promotion to add a sense of urgency to your sales promotions. There are a number of different things that can be tracked to give you feedback on how you are doing, even before you make a sale.

Tracking Across Multiple Sites

Other types of functionality that need to be tracked are the results of your affiliate campaigns and sales promotions. If you are putting up multiple sites (as you should be), this type of tracking can be difficult to compare across websites. Try to centralize the operations of your sites so that you can get a good view of what techniques are more effective than others, regardless of the site you are on.

Do More Of What Works

It may seem to get boring, but a general rule is not to change a sales campaign until sales start to drop off. If a campaign is creating a lot of buzz and excitement amongst your visitors, it's only going to lose you money to cut it short before demand peaks out.

On the other hand, you can increase demand by putting up short one-time offers and limited quantity offers. If you find that these types of offers work best, have these types of offers more often to bring in more money.

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