To start, I’m sure anyone reading this from the US has seen an infomercial for P90X(the program in the image above). If you haven’t it is Beachbody’s most successful product to date. The reason is the content. Beachbody produce exceptional content and I know because I have had the chance to check it out. So its not some scammy infomercial you’re watching, its the real deal if you stick with it. How it achieved this level of success was due in part to the efforts from Beachbody’s marketing department.

I was not paying attention to their products prior to P90Xs’ launch, although I have started to see some steam building up for the launch of their newest product, Insanity. If you checked out the link, you can see Beachbody is taking the pre-launch campaign online and using a basic list building page to gather emails from people interested in Insanity. This is a two pronged approach. First you get to build a solid list of people who want to buy your product and second you now have a list of people who you can cross promote products to and further increase your revenue per email gathered. The way they gather those emails isnt using some lengthy sales letter, rather real content from their products to help sell the user and build trust in the product making them to see more from this series. Simple as that.

We have covered their pre-launch campaign. Lets talk about the campaign during the life of the product, which for P90X is still going. They have taken TV slots by storm. If you happen to be in the US and its either early morning or late at night you can catch one of their 30 minute infomercials covering every aspect of the product. Their infomercials cover the workout and how it works. It talks about how they offer a nutritian plan to help you even further, a nice bonus on the already packed dvd set, and you get workbooks, yet another bonus. So they give you plenty of reasons to buy, but they pack on even more. The show off actual testimonials of people who has used the product and had great results. So ok, we know the infomercials are dead on.

The web presence is just as good. Selling the product in the same mannor. The website has much more of a sales letter approach. Yet it still has its own special style. Not the same vertically five page long sell on the product. They show you what you get along with a variety of tesitmonials from people who have used it. They provide ample opportunities for you to buy.

Ok they have the customer at the pre-sale and now the actual sale. Most infomercial based products quit after this. After actually watching an entire P90X video you can see how they bring it to another level. Throughout all the video routines they suggest buying and using their upsell products, like supplement vitamins and energy drinks. Which I have no problems with and I’m sure works great. Immediately after each video they show their nutritional specialist talking about how good the drinks and vitamins are for the user, further gaining their trust.

The customer now buys the product and probably has bought at least one upsell. What else is left? Why not joining their free/monthly recurring(depending on what choice you make) program where the customer can interact with the people who make the programs the customer buy and use. For the month recurring revenue they give the customer plenty of personalized options. While the customer is now most likely made it through the DVD’s and is ready for more, they can join the ‘Coach’ program. Coaching, which gives the customer an opportunity to make their own coaching website and sell the Beachbody products to make a profit for themselves. The coaching program completes the circle of making the customer a business partner. I see no faults in the entire marketing process. It is solid from start to finish. I’m sure as new DVD’s come out they will promote the Teambeachbody.com area more.

From the moment you even hear about a product from Beachbody to the time you buy a product and use it, they are constantly in touch with you in every way they can be. They dont do it in a horribly pushy or in a rude way. Their products are geniune and work. Take some time and study how this company keeps building on their already big 300 million dollar a year business. You will find new ways to market your own products, whether they are digital or physical. This company is the best example of selling I have seen yet.

Before you even get started with split testing we must have a clear set of statistics for how the element is already doing. If you don’t have prior test results, then all this split testing to find the better of the two will be wasted time. Use Google Analytics or if you’re against javascript based analytics programs, Webalizer works just as well.

You have some stats and now you’re ready to start finding out what works best. Here is a short and simple PHP script for split testing. There are much more complex systems and scripts out there to handle in depth testing. For this post I’m going to keep it simple. The script below will generally give you a 50/50 distribution.

<?php

$split = rand( 1, 100 ); //Generate random number for split test.
if( $split > 50 ){ //If the random number is greater than 50 then use Test 1
?>
    TEST 1 Goes Here
<?php
} else { //If the random number is less than 50 use Test 2
?>
    TEST 2 Goes Here
<?php } ?>

Using the script and your stats, set a goal for your tests. Lets say increasing your conversion rate from 1% to 2%. If this first test doesnt do it, adjust your test subjects and try again. Don’t settle on your tests until you feel you have sapped every last ounce of productivity out of your users. The best part about all this testing is you now have learned so many new rules for future sites. The time it will take a website to be extremely profitable is extremely reduced and now you have time to test even more aspects of the sites conversion.

Whats the major rule here? Always test, everything. Test is another fancy word for doing. Dont ever stop trying new things and you will accomplish more than most online.