“Recently I asked Dr. Karl Blanks and Ben Jesson, the co-founders of Conversion Rate Experts, to give me some suggestions for improving the performance of the site that promotes my new book. Karl and Ben are the conversion-rate gurus and have worked with brands like Google and Sony, so I knew I was in good hands.
“Karl and Ben first suggested I change the offer on my website. I was offering a free e-book in exchange for “opting in” (providing me with an email address and permission to send emails in the future). They told me that was a mistake and argued that people who go to my site are looking for information on my book; so getting an offer for a different book (even though it was free) was a disconnect.
“Karl and Ben suggested changing my offer to a free chapter of ‘Built to Sell.’ Below is a bar chart plotting actual book sales by week. You can see that the week after I made that one change, my sell-through doubled.”
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