tobiasr

This must be the worst optin conversion rate in history!

I've been working on a new fitness niche and it has proven challenging.

So the FB ad is attached. It has decent click price, a 1.3% CTR, etc.

And here is the landing page:
9 Must-Do Kettlebell Exercises

Out of 151 clicks, a grand total of 5 signups!

So what's the problem, you think?

Attached Thumbnails

 

peekay

Don't think it is bad at all,considering the niche.
People see similar offers everywhere they turn.

Find out free how CRO can double or triple your conversions, sales & profits in the next 60 to 90 days...

Raydal

I think that you need to bring more attention to the
optin box. It is to the side and greyed out. That
is the action you want them to take so place a RED BOX around it
or point an arrow to the optin box--anything that would
get this more attention.

And as mentioned above, the weight loss market is highly
competitive so a lot of ad blindness occurs in this
market. You have to really stand out to get attention.
Making a promise is not the best way to get attention
in this market because those prospects have been
promised a million things before and they failed.

-Ray Edwards

yukon

• Remove the links in the header. Your giving traffic an easy exit for no reason.
• Overhaul the ad copy.
• Who the H is Mark Riverside? What does that mean to an optin/buyer?

tobiasr

Thanks, everyone!

One of my thoughts was that the ad was not in sync with the landing page (not specific enough mention of Kettlebell training), so I ran a test saying "Start Kettlebell Training" instead of the "If you like spending hours in the gym..." - well, that killed the ad CTR and didn't improve conversions.

I changed the landing page to include an arrow pointing at the opt-in and tried to make it stand out more.

Yukon, regarding Mark Riverside - he is positioned as Kettlebell expert, with blog etc - what kind of credentials do you think would be useful on the landing page?

savidge4

Have to agree loose the top nav. I would carry the white space all the way across to include the sign up form.

your optin and the text and image from the "About" page might be a good combo

But that is what testing is for.


the REAL question... if you had 151 clicks and 5 signups... where did the other 146 go? did they bounce? did they visit other pages? did they opt in on the other pages? tracking tracking tracking!

tobiasr

I believe they bounced, if I'm interpreting Analytics right.

I have removed the navigation for now and will run another test soon!

tobiasr

Second test had a 7.81% conversion rate.

Seeing peekay's first post, do you think that's not such a bad rate for this offer?

savidge4

Here is the thing... you are already looking to settle. it does not matter what you or anyone else thinks is a good rate. test change test again. let the testing determine what a good rate is.

you just improved optin by 100% who is to say you could not get another 100% out of it... or 300% for that matter.

I would try a solid white box with the text and the optin in it.

NeedBucksNow

Where are you sending your emails from? I've read that you also get a better response rate with leads versus trying use a paid to click email. I personally think you just have to keep working on your ad copy and see what works the best for you. Must be nice to get 5 or more sales at once.

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ewenmack

Your competitors and you are giving articles
on how to achieve weight loss through butterballs.

Your image looks like a small book with multiple pages.

You are all making it not instant gratification.

So how do you do it?

Great opportunity because from what I've seen,
nobody is doing it.

You give them a list and name more than anybody else.

Now so that it doesn't seem like work,
you put them all on one page.

Next to help the reader absorb the long list faster than reading a article,
have the list in the form of an image.

Infografics are the most appealing and effective form of visuals
when it comes to inform, for many reasons.

Best,
Ewen

savidge4

Ah... let the decoding and questions begin! ha ha Actually Ewen there IS someone that does this... an opt in page with no visible opt-in and a 80% opt in rate! ha ha

And I will tell you right now... I AINT TELLIN!

umerhafeez

Highlight the optin box, if you need any help I will do it for free. Hope it will help you earn some bucks (Y)

tobiasr

Not really - I never settle But having benchmarks is always useful.

I changed it to that, let's try again.

tobiasr

I'm not sure I get what you mean there. The traffic source is Facebook PPC.

tobiasr

Not sure I get what you are suggesting there. Replace the teaser PDF with an infographic? Replace the ad with an infographic?

ewenmack

What the reader gets is a list of things/tools
to get a easy result.

That's the big idea.

To bring it home you give it in the form of a infografic.

The image on the squueze page is a
blurred image of it.

High volumes of split tests have proven that quick and easy lists
get the highest opt-ins.

And top-rate images convey in a split second
that they will get what they want fast,
unlike anything else.

Best,
Ewen

tobiasr

I like this idea! I will try it.

The sceptic in me says that people would not value an infographic enough to give their email. For me personally it seems lower value than an ebook.

But worth a try and easy enough to test. Thanks!

ewenmack

Just to be doubly clear, don't make it a how to do something,
make it a list of free or low cost tools.

If you get your Facebook targeting right,
then further down the track making the offer
for a physical product will jump up the numbers even further.

For example a heart monitor for free, just pay for shipping.

On the thank you page you make an offer for your paid digital
product.

Put a tracking pixel on page and use a platform like Adroll
to run your ads wherever they go over the Internet.

In affect it's having your own qualified list
which you would never had before.
You can then put any message anytime
in front of them forever.

There's other return paths and upsell
paths I haven't mentioned yet.

But you get what is possible if you add the immediate upsell
on the thank you page.

This gets you closer to having your ads pay for themselves on the same day,
therefore you can scale faster so long as you have a big enough audience.

Here's 3 videos on how to get good at Facebook advertising...
http://socialsecrets.com/

Best,
Ewen

tobiasr

Latest test 9.2% conversion rate.

So to recap what was changed over the original (3.3% CTR):
- removed top navigation
- added red arrow pointing to optin
-> 7.81 conversion

- added white background and red border to optin box, moved it up to top
-> 9.2% ctr

All of this to be taken with a gran of salt as the tests were only with low FB budgets and around 150-200 clicks per test.

It's not really a good result, as I would need at least 25% conversion to get this to break even on the upsell.

Egyfitness

Try to make the mouse cursor automatically placed in the name box. heard this increases CR a lot.

savidge4

Its getting better.. the next step? change the message. I mentioned before try the text and image from the "About" Page.

try something like:

Hello, my name is Mike Riverside. I’m a personal trainer and certified Russian Kettlebell Instructor (RKC). You have probably come across my articles if you researched about kettlebells any time in the past five years.

Grab my FREE Report:
9 Must-Do Kettlebell Exercises

In this report you will learn;
your 3 bullet point points

ewenmack

You need to make BIG changes as I laid out
and you said you'll do, if you want BIG jumps
in results...kinda makes sense...really.

Those come from what's working now and beating
other approaches, like you are taking.

Best,
Ewen

DrewIM

Your page needs a lot of work. The text doesn't trigger any emotional response and is hard to follow.

You're giving me "9 must-do kettlebell exercises" but why are they "must do". Your main headline should scream the BENEFIT of what you are offering.

You don't have much time to get someone's interest, so putting that small text at the top about you is going to lose people really fast. The first thing I did was skip past all that and read the "Grab my free report.."

I don't think it's necessary to tell people who are you at this point..they should find that out in your follow up emails.

I honestly don't even think you need the ebook cover. A nice background graphic would do.

Take a look at these that I threw together for you really quick (I just grabbed those images from google so obviously don't have the rights to use them but its just to illustrate a point)



and another example without the beach idea:



Give people a good reason to optin...what's in it for them?

I know this won't work with your current InstaBuilder template but I think they have another template where you can use a full background image. There are a few other "builder" type wordpress themes that would let you do this as well like OptimizePress2

I threw those examples together super fast..but you get the idea

josephwilson86

Try a two step opt in and use a before and after story/picture instead of the current copy.

'Suzie lost 1000 pounds in just 3 minutes using my simple kettlebell strategies. Puch in your email address and I'll email them to you FREE so you can get sexy like suzy did'.

Obviously my example was ridiculous, but give them a more compelling reason to want your free report.