Greetings, I currently have a sales page with two paragraphs (the copy) describing the ebook product I am selling as well as photos, headlines, etc.... I currently only get one or two sales a week with around 400 visitors. I am wondering whether I could get more sales if I improved the copy or if there just isn't a lot of interested in the product. Is there a way to test if its the copy or just not a lot of interest? P.s. I understand the concept of split testing, but how do I know what to split test? since I could literally come up with 1000s of different sales page versions promoting my product.
Without knowing anything about your ebook or the two paragraphs in question...If someone wants to sell me their ebook and all they have to say as to what I will learn from it and why I should buy it only takes two paragraphs, I'm unlikely to be swayed to pull out my checkbook. A two paragraph landing page might work but it might lead to more sales if potential customers have a way to learn more.
I would agree with this last comment. 2 paragraphs doesn't sound like much. And as stated, without reading it, I couldn't say one way or another. However, I have found that one of the best sales techniques is to solve a problem. In other words, appeal to their wants and needs. Does your ebook satisfy a desire? Does your sales text appeal to their emotions? Does it focus on what they'll gain and how it'll make them smarter, better looking and richer? The only way to really know is to change what you've got and see what happens.
I have split tested a longer version before. I tired at one point doing a longer description which was 8 paragraphs. My sales literally halted so I when back to the shorter version.
In a split test you should always split test the title first and any image or video if you have any. Usually these are the factors that captures attention and hence you should focus on them to see if you can get the visitor to take the next action (like scrolling down the page, sign up for a newsletter, buy your ebook). Make sure you drive sufficient traffic to each copy before coming to a conclusion. You need a large enough sample size before you can accurately determine which copy converts better.
Copy only works - IF it connects with the emotions and circumstances your prospects are feeling. So, revised copy can ALWAYS increase sales. Copy that misses the mark can also severely damage your reputation and turn prospects away. It honestly sounds like you haven't taken the time to know exactly who your avatar is and why they'd benefit from whatever it is you're offering. If you're getting 400 unique visitors a week and only converting a couple sales, it's beyond obvious that your copy needs work. "Two paragraphs" doesn't sell an ebook. Never seen it done. And I make mid to high 6 figures a year from selling my own various ebooks. I have lots and lots of copy to touch upon my ideal customer's biggest pain points, build my benefits, flesh out my USP and generate a sense of consequences for NOT taking action. You can't accomplish that in two paragraphs. So you shouldn't be expecting a high volume of sales. The positive? The fact that you're getting ANY sales means you could potentially crush it - if you have effective copy. Start over. Marc