How do you turn "instantly actionable analytics" into a consistent, predictable, and growing stream of profits?

The Answer:
A Proven Testing Process...

Instantly actionable analytics will give you clarity and control over the process of generating new profits ... but ONLY IF you use a proven testing process.

Let's consider the simple equation:

LTV = Customer Life Time Value
CAC = Customer Acquisition Costs

If you can generate more revenue from a client over their life with your business (LTV) than the cost to acquire them (CAC) - then you're running a profitable business.

What determines whether the LTV will be greater than the CAC - is the VIPs.

VIPs = Value Inflation Points - the touch-points in the marketing process that “inflate the value” added to the client, which leads to immediate and long-term profits being added to your business.

These are immediately actionable touch-points you can instantly influence based upon your data and analytics. You can read more about them here (Three Actionable Analytics.)

The key to creating the outcomes you want for your business, is to have and use a proven testing process. How do you take an existing business – or say a new business – and grow it over 1,000% in 12 months?

.. this is the route to making serious money, but only when coupled with the right testing process.

How to transition into using LTV Tracker and establishing your own proven testing process...

If you're a new business – use LTV Tracker on every campaign, from day one.

If you're an existing business – then setup all new campaigns on LTV Tracker starting today.

And moving forward - in order of importance and possibility – transfer all of your existing campaigns into LTV Tracker.

The following process has worked for us. But it's not set in stone, many variations can work. Experiment. Track your data. Let the results guide you.

Some general rules we follow:

Testing starts at the top level of a marketing campaign – and works its way down deeper into the funnel. Making significant improvements at the top of the funnel has a major impact on your whole campaign.

We only test items where there's the possibility of statistically SIGNIFICANT difference in results – E.g., Multiple the results by 2x or more.

We test variables that will have a long-term effect on our results.  E.g., Can we increase the click-through from a Facebook ad or an email (versus testing classified ads in a small and limited market.)

Our Top Split Tests:

Themes / Appeals / Hooks

  • Subject Lines / Calls-to-action in emails
  • Headlines and leads on landing and sales page


  • E.g., Long sales letter vs. same copy split over 5 small pages

Proof Elements

  • Demonstrations of the product/service
  • Media mentions
  • Lead with a significantly credible testimonial


  • Price
  • Bundled offer (higher price) vs. unbundled offer (lower price)
  • Risk reversal / Guarantee

Maximum Point of Danger Type Tests

  • Testing elements that are working great in completely different industries, but have never been tested in your industry or niche
  • Go completely AGAINST what's working for your industry – test doing the opposite of "what works"

Consistent and methodical testing provides you with a self-reinforcing feedback loop that compounds over time. Run this test today. That test tomorrow. And the next day.

Before you know it – your campaign that was at 80% ROI is now at 150% ROI.

Test things that are expected or suspected to have a major statistically significant impact.  Start with whatever is most obviously broken.  If nothing is obviously broken, then you start at the top of the funnel and you figure out, “How can I get more people into the top of the funnel?”

Push more and more traffic into the funnel, either by getting a better ad or having a better click-through rate on the button of your articles.  More traffic will usually cause some other step in the process to "break".  So now focus on testing and fixing that. And so on.

How do you know when to FOLD and when to CONTINUE TESTING?

Let's say your campaign is losing 50% of your ad spend on day one. It's fine to know LATER that even though we're losing 50% on day one, by day 90 we're making 200% to 300% ROI.

But really, how long do you let a test run before you FOLD?  How long do you wait to determine if it's even got a chance of working?

First, you have to be comfortable to put that money at risk. Secondly, you don't scale a test campaign till you have some idea how it's going to turn out.

You have to be patient and keep your losses on the low side and watch your numbers like a hawk.  Plus, you have to ACT UPON the feedback you're getting.

If you’re adding a $1 or $2 in customer lifetime value every day to the segment you are testing – even if they came in at 50% loss on day one - you could probably work it to where you're eventually making money on them.

It will not be automatic, and it will be work. You have to develop, test, and tweak every step of the process to eventually get it working.  The opt-in offers, the upsells, cross-sells, down-sells and so on.

You can't just use an LTV Tracker link and magically every lead becomes more valuable.  This is just the starting point, where the testing and strategizing begins, but LTV Tracker is what will turn the process into a precise science.

And it will allow you to turn over a lot more tests in a much shorter time, thus compounding your profitable results.

It's very common that if you’re spending a dollar and making 50 cents back, you'll become paralyzed by it. And you'll give up.

But if you can spend a dollar and make 50 cents back on day one without a ton of testing and optimizing up-front, it will probably work – after a lot of testing and tweaking.  That is a useful rule of thumb.

If you’re below that 50 cents back on day one – you should probably kill the campaign and go back to the drawing board.

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