Testing and Tracking – An Overview So Far

by Wayne Sharer

International speaker, author, and entrepreneur. Retired navy officer, former commanding officer. Over 35 years of leading, coaching, mentoring, and speaking.

December 8, 2011

An Overview of What We’ve Cover

The first step of getting started with testing and tracking is to get a solid understanding of all the marketing principles that go behind testing and tracking. If you just understood the software without getting the fundamentals, you won’t actually be able to use what you learned to increase your bottom line.

The next step is to understand all the important variables to test and track. There are tons of different things you can track or test, but only a few are truly important.

Part of this process is also learning what other marketers have testing in the past. There’s no reason to re-invent the wheel. Take what other marketers have learned to help you find a good starting point. From there, test and improve your results for your own website.

Once you understand the fundamentals and you know what to test, then it’s time to learn the software.

Here you’ll learn how to use two pieces of software: Google Analytics for statistics and Google Website Optimizer for split testing.

Although these tools are free, they’re very comprehensive. Until your business reaches a six or seven figure level, these two tools will most likely be more than enough to do everything you need to do.

Once you’ve applied split testing and analytics to your website, then you can start to expand out and apply the same principles you learned to everything else in your business. You should track and test your email marketing, your advertising, your upsells, your shopping cart checkout process, etc.

Finally, we’ll tie everything together in a nice, cohesive system you can use and implement today. After you read this guide, you should be able to immediately apply what you learned and see an improvement in your bottom line.

That’s what we’ll cover in the next few chapters. The skills, techniques and principles you’re about to learn are going to have a big impact on your business.

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