What if you could double your sales overnight by applying just one Internet marketing secret?

One of the greatest secrets of direct marketing is that it is scientific. With many forms of advertising, you cannot tell which ad or marketing campaign produced the results. But smart direct marketers know exactly which ad or sales letter produced what results because the results are tracked and measured.

Direct marketers have a secret they have been using to double their income - or more - for a hundred years. And when this marketing secret is combined with the power and speed of Internet marketing, the results can be phenomenal. It is not an exaggeration to say that you could potentially double your sales overnight with this one Internet marketing secret.

What's the secret? Split testing. This is done by using a "key" to associate a sale with the ad or sales letter that produced the sale so that you can measure the results. In a print ad, you might provide a phone number with an extension. The extension is actually the key. You would have two ads or sales letters, each with a different key, and would then track the results using their respective keys. Internet marketers typically use tracking software to associate a key with the resulting sales, although it can be done as simply as having two sales pages and tracking the sales from each.

For accurate results, you need a test that is big enough that you can rely on your statistics. For example, with a direct mail sales letter this is generally considered to be a mailing of at least 1000. Internet marketers can substitute 1000 page views. Either way, once you know what results you can consistently expect from an ad or sales letter, it becomes what direct marketers call your "control." You always need to have one control that produces known results. Then you can test other versions against the control to see if you can consistently beat the results of the control.

Suppose that you have a Web sales letter that consistently produces an average of 10 sales for every 1000 times the page is viewed. This is a 1% response, a figure that is often cited as average for a direct response sales letter.

Now you need to test one variable at a time to see if you can increase the percentage of sales. For example, you may want to test the sales letter with a different headline, a different graphic, a different price, different bonuses, different text, etc. But always only test one variable at a time. Generally, the headline is considered to be the most important element to test first.
What you want to determine is whether any change in a single variable will consistently produce a higher response. The payoff can be quite significant. Imagine if a different headline was determined to produce a 2% response. That doesn't sound like much of a change - only 1% more. But this would double your sales! Instead of making 10 sales out of a thousand, you would be making 20 sales.

This is a very realistic scenario, so you always want to test against your control. The better your control, the more tests will fail to beat it. But once you find a sales letter that consistently beats the control, then you make it the new control and continue with testing another variation of the headline or a different variable. Perhaps you might next test whether the color of the headline makes a difference. Suppose that changing the color of the headline resulted in another 1% increase in sales to a 3% response rate. This would be another 50% increase in sales and would be triple the number of sales averaged from the original sales letter!

It is very easy to be complacent with a working sales letter and not test further, but this can be a costly mistake. Any change in a variable could result in higher profits. For example, suppose that you determined that you consistently had a 1% response rate when selling your product for $97 but a 2% response rate when selling the product for $67. For every 1000 page views, you would make $970 at $97 per sale but $1340 at $67 per sale.

Always track your response rate, always keep split testing against your control looking for a new control, and always consider the bottom line - your net profit. Many tests will fail - they will not beat your control. But once you have a successful test that consistently beats your control, you will likely have significantly increased your income. Without split testing, you will never know how much money you are losing. But with this Internet marketing secret, you can potentially double your sales overnight.

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Search, Search, Search, that's all that people are talking about today. Google, Yahoo and Microsoft are competing with each other to try to be the number one search engine. Why? Because the number one search engine gets huge amounts of traffic and traffic equals revenue. Whether it is from ads or from services they can market, search engines stand much to gain from 'being number one'.

But do the search engines as they stand today fit the demands and requirements of the next generation of internet users?

As the internet grows and the amount of information on it becomes so immense that for every simple search you get thousands of results, the efficiency of the search engine goes down. The search algorithms spend most of their time and computational resources trying to eliminate spam. As a result they can barely keep up with the load of information, let alone sort it in an efficient and intelligent way. So what happens to us, the end user, is that we don't get what we are really looking for. Now it takes longer to search through the search results than it takes to actually read the information being searched for.

Search engines must migrate to more intelligent ways of sorting data and handling search queries in order to keep up with the new generation of internet users, who are already finding alternatives to search because of lack of satisfaction. Blog communities, forums and other alternatives to search engines are becoming more and more popular these days, mainly because the search engines aren't as good as they should be and it is hard to find information searching on them.

An understanding of the information written on the web page and the query typed into the search box would help the search engines better themselves in every aspect of the process. The understanding of the information on the web page will enable the search algorithm to sort the page appropriately. Understanding the query can help the search engine supply more accurate results to the user being that the search engine knows what the user is looking for, not only the words the user entered in the query. An added bonus the search engine would get from understanding the query is that the ad engine can put more relevant ads on the page and hence greatly increase the advertising revenue.

Even some of the most basic elements of understanding are lacking in today's search algorithms. None of the search engines on the web today can resolve even the most basic ambiguity or understand other basic language elements like negation (not, besides, without etc..). Breaking the sentence down to its basic meaning would allow the algorithm to handle negation, and even more difficult tasks such as understanding a question placed in the search box.

For example, if a user searches for this: "I really need a cheap car that gives good gas mileage" an intelligent, understanding robot would be able to understand that the user is not looking for the words that describe the query, and only search for "cheap car, good gas mileage" and omit the words "I really need a" and "that gives" from the search query. Not only that, if the search engine is intelligent and has a knowledge base behind it, it will be able to know which cars are cheap and give good gas mileage and return those results, not limiting the results to the pages containing the words "cheap car, good gas mileage".

Most of the technologies needed to enable the above mentioned features have been around for a long time, but have not come to good use due to the lack of a strong syntactic engine. Linguistic Agents Ltd (LA), in Jerusalem Israel has developed such an engine that can enable all of these features plus many more. The technologies LA has created break the sentence down into a basic predicate/argument structure allowing the computer to extract the meaning of the sentence from the resulting output. These technologies use the latest advancements in theoretical linguistics and breaks the sentence down to its basic meaning almost in the same way that the brain breaks down the meaning of a sentence. This advanced level of understanding allows for extremely intelligent computation including, but not limited to, the intelligent search examples listed above.

Imagine a new age of computation where computers understand what they are told. All of this is made possible by LA's advanced algorithms. Not only are these algorithms extremely advanced, they are also very light weight. The entire Intelligence Engine is so small it can be imbedded in client side Flash movies or even in AJAX applications. This would allow the search engines to parse the query and extract the core meaning and only then transmit the query to the server, saving valuable resources.

Things are going to change as we move to more intelligent applications and "Go Beyond Search".

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