we were rudely awakened this morning, to a strange sound i haven’t heard since my school days.
although i tried to sleep through it, soon the voice of a man, speaking in German, blared over the PA system.
not that i knew our house had a PA system, but it seems it does. and the fact the man spoke German isn’t as strange as it may seem, considering we live in Germany.
Adam was the only one who slept through the racket.
which is unlike our son.
on weekends, when Aya and i could use the sleep-in, Adam’s up bright and early making demands for breakfast from mum and play-time from dad.
not that it’s the weekend. we’re in the midst of Adam’s school holidays, of which he tries not to waste a second.
in any case, the German voice was testing the PA system we didn’t know we had, and i guess they thought it was completely appropriate to be doing this at 8am on a monday morning, since, you know, they are not on school holidays and what the heck are our lazy butts still doing asleep.
Aya and i figured Adam would wake up any minute anyway, so we went down to the kitchen to grab coffee.
to our surprise, he did not wake up.
in fact, he continued to sleep in, and in, and in…
i’ve had a similar experience with MANY tasks in marketing. some things are nearly impossible to control. it’s as if your result is predetermined in a place outside your jurisdiction, and nothing you do, for better or worse can change it.
for example, i know people who put a LOT of stock in split-testing their way to a high performing marketing “funnel”.
i don’t know how that works.
because even in my most disciplined tests, in my largest ad campaigns, when there was a clear winner between two versions of a landing page, with a big margin in their performance…
…if i let the test run long enough (say, a few months), the margin disappears, and often the winner becomes the loser.
and whatever you do, no matter what you try, or how many tests you run, you can’t make an improvement big enough to be worth the time and money you spent on tweaking and testing.
in truth, changing the wording or colour of a headline or button isn’t going to cause a perceiveable difference in performance. at least not at your piddly level of traffic.
so what can you do to make more money from little traffic?
Accept what you can’t control, and control what you can.
like Aya and i did this morning.
based on past experience, neither of us actually believed that Adam would have remained in bed had we tried to continue our sleep.
so we started our day early, like we always do.
in marketing, i’ve found there’s two places where if you make SMALL changes you have the best shot to majorly affect your revenue.
one is the beginning of your marketing process and the other is at the end.
neither tries to directly manipulate your conversion rate and yet both will dramatically improve your profitability from your online marketing efforts.
to learn exactly how to make those impactful changes, you’ll need to subscribe to the Super Traffic Machine in time to receive the Super Charged Conversions mini-course i’m including free, just this month.
read more about the Super Traffic Machine and what it’s all about at the page linked below…