By no means do I mean to imply with this post subtitle I've made only 17 marketing mistakes. The actual count is certainly in, at least, the high triple digits. With most it's difficult to measure the actual financial impact. #17 was measurable!
A couple or three weeks ago my business partner, Tom, and I launched a new search utility. According to Google Analytics it converted during it's WSO and immediate post-WSO phase at 25.4%. Well in excess of our most optimistic expectations!
We decided to change our delivery method from e-junkie to RAP. This was based in part on advice from one of our affiliates. That, in itself was not the mistake--although the transition was anything but easy. At least for me. (I'm one of those folks that believes--no, knows, that "php" actually means, "perfectly horrible process".)
One of the abilities of the RAP script is to adjust the "item price" in the control panel. Tom and I were working on a couple things and wished to verify function in real-time, real-money terms. We (me) changed the item price to .50 from $37 temporarily.
You know where this is going, don't you?
Yep, forgot to change it back at the conclusion of testing. He thought I did, I thought he did...
What we had was, "...a failure to communicate."
Fortunately only one sale went through at fifty cents before I fixed it.
It was a measurable loss of $36.50.
Check once, check twice, check thrice...