The past week in our main company, we had a product launch. Great product by the way and the entry price point was so low that it would have been easy to think that this would sell like hot-dogs.
Being an experienced marketer, I knew one thing. Always test first before joining with both feet.
So I created two landing pages, added some retargeting and tracking technology, made sure that if I send 10 000 people to that page, it would convert at least 10%...
The hard truth was: less than 1%, 845$ spent in reliable ads, and no sales.
Good news is, that I can track and reach all unique visitors (over 6200 people) back to any information that I want thanks to retargeting technology.
Two lessons here. If I would have spent 10K in advertising + no retargeting technology, I would have lost everything.
Always test small and make sure that:
1. Your page converts well enough (at least 10%. 20% is very good. 30% is off the charts)
2. Your page always contains retargeting technology to track your visitors on your landing page, then on your thank you page so that if your conversions sucks, at least you get to have a second chance. Also add google analytics to both page and track conversions.
3. Try different source of traffic. If you're doing paid advertisement with banner ads, you're most likely going to end up on cold traffic. Your page must match the targeted audience and have just enough information for them to take action for working with you. Your gauge is point #1. Your results in sales depends on how congruent your landing page was with the sales page AND if your sales page is enticing enough for your visitors to buy.
Finally, if you didn't make any money with your advertisement and get horrible conversions, it's time to get back to the drawing board. Don't make the mistake of doing more that doesn't work.
If you get a return on investment after spending 100$-500$ and you either get even or have profit, then it's time to push the pedal to metal and pump more money in advertisement to scale up your sales and profit.
Not sharing this information with you would be plain crazy:
do yourself a favor and go through this information.. you'll learn a whole lot more than trying to figuring it all out by yourself. Inside there's more information about an Epic 8 hours webinar that I've attended which go through all this stuff in great details when it comes to landing pages and the 3 kind of traffic you're sending to a page AND what works and doesn't with that traffic.