jamezfb07

Hey there warriors,

I'm building an estimating software for moving companies to make it easy to make accurate quotes for moving jobs. I cold called/ cold e-mailed about 350 moving companies to discover this idea. After that, I created the landing page below and used AdWords to get traffic on the page.

Cwoat - Easy Job Estimates

Stats... From July 13-September 29th:

1014 views
215,463 impressions (0.47% CTR)

And.... 0 conversions.

When I looked at the scroll map from CrazyEgg, I found that most people scrolled to the testimonials and then stopped/clicked away.

CrazyEgg Scroll Map 9-23-15

What do you guys think about the page?

I've got to be missing something big here. I'm new to internet marketing, so I'm sure I'm making all kinds of rookie mistakes.

The Cypher

First, what keywords are you using on Adwords?

I'd start there because, frankly speaking, if I'm a prospective customer, looking for moving quotes before I hire someone, I could very well be searching for 'moving company quotes'. Not entirely sure what kind of keywords you are targeting, but I can almost guarantee you that they aren't targetting the eyeballs you want them to.

Right Message + Right Audience

Second, I'd not normally suggest this, but you need to try FB Ads. I spend $500-1,500/day on Adwords and am a huge fan, but FB would have the targetting tools that may suit you better, to once again, get your page seen by the RIGHT people.

Third, on landing pages, seldom would you ever want to start the relationship by putting your product on it. Think of it this way.... Which sounds better:
A) Starting Today You Can Increase Your ROI and Boost Sales With Google Adwords
B) What if There was a System Already in Place Where you Can Increase Your ROI and Boost Sales, Starting Today?

Same benefits, same promise, but A) is clearly promoting a product, whereas B) you'll get more leads in your pipeline because now they are curious about what the system is. Obviously, the next portion of this is to be able to sell them once you get an optin.

Next, your landing page is asking for the entire enchilada. Instead of asking for a trial or a demo, why not JUST ask for the contact information? You have a 30 Day Guarantee at the bottom and your landing page clearly implies that you are selling something.

You need to understand people LOVE to buy things. Think about how you feel when you buy a new (insert whatever here). People HATE being sold things. You job as a marketer, is to present whatever it is you want them to purchase down the road and get them to want to buy the solution.

You identified three pain points in your video. Use those to reinforce your landing page and getting (hopefully) more conversions. Examples:

For all small to medium sized moving companies looking to close more deals, there's now a way to close more deals in half the time.



When you are looking at conversion rates and creating and maximizing the efficiencies of marketing funnels, you have to understand the process YOU would want to go through before you buy.

Let's say I want to sell you my CRO/Funnel Creation services, okay? There are certain objections and beliefs you would have that I would need to overcome before you signed on the dotted line. In this example, you would have to believe:

1. That Your CRO/Funnel Processes are Broken
2. That There is Dramatically more ROI if it was Optimized
3. That the long-term ROI would justify the cost
4. You would be happier/have a better business afterwards.

Amongst other things, but hopefully you get my point.

These moving companies, if you are in fact getting in front of them, have preset beliefs and objections in place before they purchase your system. You will need to address their needs on a more strategic way than basically a one-page sales piece.

jamezfb07

Thank you Cypher, great feedback. I've copied your feedback and am using it as a checklist for my rebuild over the next week.

Looking at my keyword list, you are 100% correct. My top keywords (that have clicks) were, in order of frequency: software quotes, moving quote, movers quote, and quote maker. None of these has much to do with my product. Lesson learned, don't trust google to recommend keywords without checking common sense.

Crystal clear on the BUY vs SELL idea. That clarifies how I should be presenting this product.

I'll update here when I make improvements.

AyiamDigital

The main issues that need to be worked out with your landing page are as follows:

1.) The Copy
The copywriting should be a bit stronger in order to truly gauge whether or not traffic is your weakest link. Scanning through the text, I see few compelling benefits from a WIFM perspective ("what's in it for me"), to really hook in your prospects and get them more enthusiastic about what your product can do to improve their lives. If the improvements are trivial and not really significant, they'll easily do without it.

Let's start with your headline. What exactly does "sell more moves" mean?

"Sell more moves for your moving company in 10 minutes without fear of losing money on a bad quote."

It really needs to be polished into a more benefits-driven attention grabber. Here are some examples:

"Find More Customers for your Moving Company in Only 10 Minutes"

"Learn How (NAME) Made His/Her Moving Company $XXX in Just 10 Minutes"

Go through the copy on your landing page, and think of numerous reasons why someone would want to use the software. What pain are they feeling? Are they losing out on money that the software would otherwise help them bring in? If so, approximately how much? Are they losing productivity by not using it? If so, how much? Will the software make their lives easier and save them money? If so, how much?

Remember: you want to quantify the value of every possible benefit, whenever you can.


2.) The Testimonials
The testimonials are cool, but I'd recommend linking them out to the companies they reference. For instance, when I click on the image for Local Moving LLC, I'm not taken to their website. Including their website (if they have an online presence), will help increase social proof and can lead to more engagement/conversions.

Also, try to include more testimonials if possible, to increase the perceived value of your offer.


3.) The Graphics
Eye candy isn't necessary for conversions, but it would help if you could add several graphic elements to your page to increase the visual appeal to users. For instance, try using an image of a digital product box with your logo branded on it. That will help increase the value of your offer by making your digital offer seem more tangible.

Also, try spicing up your landing page with a nice, complementary background, and incorporate buttons and images into the page as well. Have a person with a good eye for design assist you.