HUGE difference between July and August sales. My traffic increased incrementally July vs August, but the conversion rates are still up GREATLY.
1) Before Testing: Visitors were pushed directly to my paypal account when they clicked "add to cart."
Improved Practice: When a visitor clicks "add to cart" they are redirected to another sales page that recaps my 60 day refund policy and re-lists features and benefits of the product. (I suspect if I add some more testimonials to this page my conversion rates will be higher.)
2) Before Testing: Customers were offered an upsell on my initial landing page (audio course.) I suspected this was causing analysis paralysis and was making them think too hard before they firmly decided to buy. Not only that, but the upsell was not converting at all.
Improved Practice: I make no mention of the audio course on the landing page. When a customer clicks "add to cart" they are redirected to a final sales page that offers the Ebook AND audio package as a bonus. My aim was to establish value in their mind for the ebook alone, then when they clicked "add to cart" and saw additional bonuses, this would create a greater impulse to buy.
I also added a Gift Card graphic at the top of the page and used verbiage similar to this:
"we are offering an incentive to all customers who purchase xxxx ebook before this offer expires. If you see this message on your computer screen you are eligible for a free upgrade to the ebook and audio course. Discount code xxxxxxxxxxxxxx."
3) Headline tested for better conversion. Yellow Highlights and Bolds on emotional triggers in headline worked well.
Hope this helped.