Page 171 - The $100 Startup_ Reinvent the Way You Make a Living, Do What You Love

and going with the winner.

Traffic → A/B test → compare results

After you have a winner, you move on to another test, always challenging the
“champion” against another idea. (Google Optimizer allows you to do this for
free.)

This can indeed be a good strategy. One tip, however: It may be more
important to pay close attention to where customers come from than to what you
can do to convert them once they arrive. “Testing is important, but it pales in
comparison to the traffic source,” author and entrepreneur Ramit Sethi told me.
“People love to spend time split-testing headlines, copy, graphics, even tiny
boxes. They can usually achieve greater returns by focusing on the source.”

INCREASE AVERAGE SALES PRICE. If you can increase the average sales price
per order, this will increase your bottom line, just as increasing traffic or
conversion will. You can do this most easily through upsells, cross-sells, and
sales after the sale. If you shop on Amazon.com, you’ve probably seen its
“related items” and “customers who bought this item also bought these items”
features. These features are highlighted (and widely replicated elsewhere) for a
simple reason: They work extremely well.

The difference between upsells, cross-sells, and sales after the sale is
illustrated below:

(A good shopping cart and payment processor will allow you to add these

items easily. If yours doesn’t, it’s time to change services.)