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NOW, the first thing you’re gonna want to do is to figure out your conversions for the different actions that you want your visitors to perform.

In other words, look at your web stats and see how many visits (not hits) your main site index page got say, yesterday.  That’s an easy one, it’s right there in AWStats.

Then look and see how many visits your mailing list signup page got in that same time period.  As an example, let’s say you had 200 visits to your main site index page yesterday.

When you check further, you find that the signup page only had 80 visits. That means that 40% of your visitors clicked through to the signup page.  Of those 80 visitors that hit your signup page, 40 signed up for your newsletter. That’s a 50% conversion rate!

Just think what your signups would be if you figured out a way to get MORE visitors to visit the signup page.

THAT’S a tweaking project.

To tweak the signup call to action, all you have to do is change the wording or change the font or change the font color or change the position. Pick ONE of those tweaks and change it. Then run the visitors through again until you get roughly the same amount and figure the conversion again.

CHANGE ONLY ONE THING AT A TIME!  Run traffic through the page and figure the conversion rate. Compare the conversions and pick the winner.

THAT’S tweaking and testing.

There are really only TWO actions you want your visitors to perform.  They either sign up for your newsletter or they buy a product!

You can also take a look at minor actions as well.  If you see a lot of visitors hitting your blog, but none of them seem to be coming to the main site, you may want to tweak the call to action on your blog.

See how that works?

You have to track first, and then evaluate your figures.  From there, you figure out where you need to tweak.  After you’ve changed ONE thing, test it by running traffic through the page and see if the figures are better or worse.

Your whole goal here is to get as many actions as you can from your visitor, that’s obvious. BUT, don’t track, tweak and test yourself to death.  You have a whole lot better things to do!

That’s coming up next.