Warriors Needed For Site Feedback & Honest Opinions. Conversions Are Very Low - Thank You!

AutoClubHero · 22nd Sep 2014, 02:54 AM

Hey Warriors!

Our conversions are very low and would really appreciate some seasoned warrior feedback.

If it matters, I don't think it's our products, services or design, but possibly the copy. But that's for the experts better judgement and opinions that I would love to hear.

It would appear to be a "no brainer" getting reimbursed for routine auto care and maintenance items. However, something is not grabbing the readers attention long enough to head over to the join page or sign-up for our newsletter. If it's design, then please share some tips. If it's the content, sales copy, please share some advice.

Allow me to give you a quick snapshot of our USP (unique selling proposition) which is our #1 membership benefit:

Get reimbursed for routine auto care and maintenance items such as tires, brakes, oil changes, dmv fees, roadside assistance programs, and on and on the list goes.

The market is ripe for the concept and there are over 250m registered passenger vehicles in the USA. But again, our conversions are very low and we are throwing a lot of costly PPC traffic for conversion testing. We're using only Google adwords with over 1400 keywords.

I'm concerned we are not getting the reader to feel like they "just have to have it". If I'm correct, the sales copy may leave the reader thinking "oh that was nice, but not for me" - unless they just spent a couple thousand bucks on repairs and realize they "need" what we have to offer.

Again, any feedback, suggestions, comments, etc, would be very appreciated. Here's the site homepage:

www.AutoClubHero.com

Thank You - John

ewenmack · 22nd Sep 2014, 04:47 AM

John, the home page is very confusing.

You have a slider which keeps moving,
this doesn't give time for the visitor to
understand what's it about or do next.

The headline...

"National Auto Club With Super Hero Money Saving"

Is a big mouthful
with only the last 2 words offer any benefit.

You have navigation links at the top
which allows them wondering off
to see if they can find anything of value.

Do you have split test tracking set up?

Not much point in commenting below because
the visitors would of abandoned before getting there.

Best,
Doctor E. Vile

RichBeck · 22nd Sep 2014, 05:58 AM

Originally Posted by AutoClubHero

Hey Warriors!

Our conversions are very low and would really appreciate some seasoned warrior feedback.

If it matters, I don't think it's our products, services or design, but possibly the copy. But that's for the experts better judgement and opinions that I would love to hear.

It would appear to be a "no brainer" getting reimbursed for routine auto care and maintenance items. However, something is not grabbing the readers attention long enough to head over to the join page or sign-up for our newsletter. If it's design, then please share some tips. If it's the content, sales copy, please share some advice.

Allow me to give you a quick snapshot of our USP (unique selling proposition) which is our #1 membership benefit:

Get reimbursed for routine auto care and maintenance items such as tires, brakes, oil changes, dmv fees, roadside assistance programs, and on and on the list goes.

The market is ripe for the concept and there are over 250m registered passenger vehicles in the USA. But again, our conversions are very low and we are throwing a lot of costly PPC traffic for conversion testing. We're using only Google adwords with over 1400 keywords.

I'm concerned we are not getting the reader to feel like they "just have to have it". If I'm correct, the sales copy may leave the reader thinking "oh that was nice, but not for me" - unless they just spent a couple thousand bucks on repairs and realize they "need" what we have to offer.

Again, any feedback, suggestions, comments, etc, would be very appreciated. Here's the site homepage:

www.AutoClubHero.com

Thank You - John

John,

Ewen gave you some great advise....

I think there is way too much going on...

When you land there, you are hit with a bunch of stuff....

Keep it basic.... Down to a few lines of text or simple graphics....

Follow AIDA......

In the "Action" part of it, tell the one thing you want them to do...

Depending on who you believe, you have between 3 and 10 seconds to get their attention.... Overwhelm them and they'll click away from your page.

I would have a couple of landing pages to split test.... and I would "tighten up" your web site....

All The Best,

Rich Beck BCIP, MCSD, MCIS

cianci1129 · 22nd Sep 2014, 07:06 AM

Take most of the stuff off the home page. Make the Headline something that would be more appealing...just an example, "Save $1000/year off your car maintenance costs... enter your email address to learn more!"

Then collect the emails and make the next page exactly what they need to know about HOW you're going to help them save money and promote the paid service.

Also set up some emails promoting whatever paid service it is, giving them updates/more info periodically sent to their emails.

AnthonyCapetola · 22nd Sep 2014, 09:03 AM

I see a lot of potential in your store and product line. The draw though is the membership if I am correct?

I don't think there is a problem with the site aside from being a little bit too busy. Also the draw into the membership program has benefits but my guess is that you are simply trying to secure sales of the products in your inventory.

What type of advertising on AdWords are you doing?

Ghoster · 22nd Sep 2014, 09:14 AM

Yeah...the homepage.

Replace the slider with an explainer video, and turn the popup off. Only put popups (nag screens) on pages with engaging content. Otherwise, they are not tolerated well.

I honestly don't think you're going to get much traction until you get rid of that slider and replace it with a video or, at the very least, make your copy center stage. I really like your graphics, it's a shame that they are buried under that slider.

I'm not crazy about the domain name, and I definitely don't like the "super hero" bit in the headline. If I'm the consumer, I want something a bit more serious.

AutoClubHero · 22nd Sep 2014, 09:49 AM

Originally Posted by ewenmack

John, the home page is very confusing.

You have a slider which keeps moving,
this doesn't give time for the visitor to
understand what's it about or do next.

The headline...

"National Auto Club With Super Hero Money Saving"

Is a big mouthful
with only the last 2 words offer any benefit.

You have navigation links at the top
which allows them wondering off
to see if they can find anything of value.

Do you have split test tracking set up?

Not much point in commenting below because
the visitors would of abandoned before getting there.

Best,
Doctor E. Vile

Thanks Doctor E. Vile. I see what you mean about the confusion. I can change it up and a make the headline less of a mouthful.

John

AutoClubHero · 22nd Sep 2014, 09:53 AM

Originally Posted by RichBeck

John,

Ewen gave you some great advise....

I think there is way too much going on...

When you land there, you are hit with a bunch of stuff....

Keep it basic.... Down to a few paragraphs of text or simple graphics....

Follow AIDA......

In the "Action" part of it, tell the one thing you want them to do...

Depending on who you believe, you have between 3 and 10 seconds to get their attention.... Overwhelm them and they'll click away from your page.

All The Best,

Rich Beck BCIP, MCSD, MCIS

Thanks Rich Beck - You guys are awesome. I really appreciate the feedback. Yea, the overwhelming factors seems to be in play here

John

AutoClubHero · 22nd Sep 2014, 09:57 AM

Originally Posted by cianci1129

Take most of the stuff off the home page. Make the Headline something that would be more appealing...just an example, "Save $1000/year off your car maintenance costs... enter your email address to learn more!"

Then collect the emails and make the next page exactly what they need to know about HOW you're going to help them save money and promote the paid service.

Also set up some emails promoting whatever paid service it is, giving them updates/more info periodically sent to their emails.

Very Cool. I've seen this done before and I'll definitely consider this approach.

John

AutoClubHero · 22nd Sep 2014, 10:02 AM

Originally Posted by AnthonyCapetola

I see a lot of potential in your store and product line. The draw though is the membership if I am correct?

I don't think there is a problem with the site aside from being a little bit too busy. Also the draw into the membership program has benefits but my guess is that you are simply trying to secure sales of the products in your inventory.

What type of advertising on AdWords are you doing?

Thanks Anthony - Yes, the draw is primarily the membership. Being a little too busy seems to be the theme, so I have some changes to make for sure.

The adwords ads are multiple PPC ads with 1400 keywords. I've spent a week tweaking, and will continue.

John

AutoClubHero · 22nd Sep 2014, 10:06 AM

Originally Posted by Ghoster

Yeah...the homepage.

Replace the slider with an explainer video, and turn the popup off. Only put popups (nag screens) on pages with engaging content. Otherwise, they are not tolerated well.

I honestly don't think you're going to get much traction until you get rid of that slider and replace it with a video or, at the very least, make your copy center stage. I really like your graphics, it's a shame that they are buried under that slider.

I'm not crazy about the domain name, and I definitely don't like the "super hero" bit in the headline. If I'm the consumer, I want something a bit more serious.

Thanks for the perspective Ghoster. I agree with center stage copy.

John

AnthonyCapetola · 22nd Sep 2014, 10:39 AM

Hey John,

By multiple PPC ads I guess you are referring to text ads. Text ads are not necessarily the best way to generate actual profitable sales. In fact, Text Ads when not optimized can be more of a drain on your budget rather than a driving force in making money.

I really like the site, and yes it could use a tweak here and there but for the most part I think you need to think about the earning potential on the pure eCommerce side of the site.

I am curious as to whether or not you've considered simply running Google Shopping Ads for your products minus the sign up or make the sign up part of the experience after the consumer has purchased. That sign-up would be a great way of securing return customers and driving more product sales once someone has already made a purchase.

My thought process on this revolves on actually driving profitable sales on your site as opposed to securing sign-ups. I think your methodology could work better in reverse especially since it looks like a lot of your products are highly optimized and ready for Google Shopping.

Have you considered this at all?

AutoClubHero · 22nd Sep 2014, 10:59 AM

Originally Posted by AnthonyCapetola

Hey John,

By multiple PPC ads I guess you are referring to text ads. Text ads are not necessarily the best way to generate actual profitable sales. In fact, Text Ads when not optimized can be more of a drain on your budget rather than a driving force in making money.

I really like the site, and yes it could use a tweak here and there but for the most part I think you need to think about the earning potential on the pure eCommerce side of the site.

I am curious as to whether or not you've considered simply running Google Shopping Ads for your products minus the sign up or make the sign up part of the experience after the consumer has purchased. That sign-up would be a great way of securing return customers and driving more product sales once someone has already made a purchase.

My thought process on this revolves on actually driving profitable sales on your site as opposed to securing sign-ups. I think your methodology could work better in reverse especially since it looks like a lot of your products are highly optimized and ready for Google Shopping.

Have you considered this at all?

Hey Anthony,

Yes to both of your questions. The PPC ads are text only. I'm working on cleaning the homepage up as we speak. We are on the same page with the ecommerce. I have a couple of products already listed in amazon.

I'm trying to place the products in every ecommerce channel that I can and work on those relationships so that hopefully they will consider the membership side.

Thanks again - John

AnthonyCapetola · 22nd Sep 2014, 02:53 PM

You definitely need to be in Google Shopping John. I think its the best channel for you to secure direct product sales and help get sing-ups.

AutoClubHero · 22nd Sep 2014, 03:21 PM

Originally Posted by AnthonyCapetola

You definitely need to be in Google Shopping John. I think its the best channel for you to secure direct product sales and help get sing-ups.

Hey Anthony,

Good advice. I've been working on the signup process for the last couple hours. Thanks again.

John

BarbaraP · 29th Sep 2014, 11:42 AM

Hi John,
Just saw this and checked out your site. You've improved it by following some advice on here RE: sliders, cleaning up the messaging. My take on this concept:
1. reimbursements on maintenance costs get lost in the push for affiliate sales and commissions. It's clearly an MLM instead of a national auto club type deal the way I read it.
2. Calling it an auto club and referring to AAA in the Attention copy may remind people they may already belong to AAA or start comparing it to AAA and these are 2 different things entirely so you don't necessarily want to invite that comparison.
3. You need a testimonial describing the benefits in a video and in the ATTENTION area. This concept is crying for 3rd party validation. This will help your conversion rate.
I'd clean-up the "benefits" chart to get it focused on what your headline says -- "saving the day on auto maintenance costs" --- and put the more you have under you the more you make kind of benefits further down the list so you finish convincing people of your first promise -- save money on maintenance.
Car Maintenance to a car owner is different from "auto repair bills" you might need to tweak that headline because my car warranty covers "repairs" but it doesn't cover maintenance like oil changes and brake jobs.
Great concept, you still need clarity from the start in your headings and messages. Try listing your main benefit points on a mind map or white board and build the messaging on each main point. Then walk through it as a car owner who's never heard of it before and then perfect your site.
Sometimes we get so close to our own products and services that we leave the target consumers scratching their heads because we're not "joining their conversation," we're trying to get them to join ours. Hope this makes some sense and helps.
Cheers to your growing success!
Barbara

22nd Sep 2014, 02:54 AM	#1
AutoClubHero VentureUpwards.com Join Date: 2014 Location: Caldwell, Idaho USA Posts: 12 Thanks: 6 Thanked 0 Times in 0 Posts	Warriors Needed For Site Feedback & Honest Opinions. Conversions Are Very Low - Thank You! Share on: Hey Warriors! Our conversions are very low and would really appreciate some seasoned warrior feedback. If it matters, I don't think it's our products, services or design, but possibly the copy. But that's for the experts better judgement and opinions that I would love to hear. It would appear to be a "no brainer" getting reimbursed for routine auto care and maintenance items. However, something is not grabbing the readers attention long enough to head over to the join page or sign-up for our newsletter. If it's design, then please share some tips. If it's the content, sales copy, please share some advice. Allow me to give you a quick snapshot of our USP (unique selling proposition) which is our #1 membership benefit: Get reimbursed for routine auto care and maintenance items such as tires, brakes, oil changes, dmv fees, roadside assistance programs, and on and on the list goes. The market is ripe for the concept and there are over 250m registered passenger vehicles in the USA. But again, our conversions are very low and we are throwing a lot of costly PPC traffic for conversion testing. We're using only Google adwords with over 1400 keywords. I'm concerned we are not getting the reader to feel like they "just have to have it". If I'm correct, the sales copy may leave the reader thinking "oh that was nice, but not for me" - unless they just spent a couple thousand bucks on repairs and realize they "need" what we have to offer. Again, any feedback, suggestions, comments, etc, would be very appreciated. Here's the site homepage: www.AutoClubHero.com Thank You - John
	VentureUpwards.com - "automated and up to $24k commissions, because..." MyIncomeHero.com - "my hero because the life changing $500 to $1000+ per day"

22nd Sep 2014, 04:47 AM	#2
ewenmack VIP Warrior War Room Member Join Date: 2006 Location: Auckland, New Zealand Posts: 6,621 Thanks: 3,448 Thanked 6,446 Times in 2,868 Posts	Re: Warriors Needed For Site Feedback & Honest Opinions. Conversions Are Very Low - Thank You! Share on: John, the home page is very confusing. You have a slider which keeps moving, this doesn't give time for the visitor to understand what's it about or do next. The headline... "National Auto Club With Super Hero Money Saving" Is a big mouthful with only the last 2 words offer any benefit. You have navigation links at the top which allows them wondering off to see if they can find anything of value. Do you have split test tracking set up? Not much point in commenting below because the visitors would of abandoned before getting there. Best, Doctor E. Vile

22nd Sep 2014, 07:06 AM	#4
cianci1129 HyperActive Warrior Join Date: 2014 Location: USA Posts: 119 Thanks: 94 Thanked 64 Times in 53 Posts	Re: Warriors Needed For Site Feedback & Honest Opinions. Conversions Are Very Low - Thank You! Share on: Take most of the stuff off the home page. Make the Headline something that would be more appealing...just an example, "Save $1000/year off your car maintenance costs... enter your email address to learn more!" Then collect the emails and make the next page exactly what they need to know about HOW you're going to help them save money and promote the paid service. Also set up some emails promoting whatever paid service it is, giving them updates/more info periodically sent to their emails.

22nd Sep 2014, 09:03 AM	#5
AnthonyCapetola Google Certified Partner Join Date: 2014 Location: New York Posts: 172 Thanks: 2 Thanked 27 Times in 25 Posts	Re: Warriors Needed For Site Feedback & Honest Opinions. Conversions Are Very Low - Thank You! Share on: I see a lot of potential in your store and product line. The draw though is the membership if I am correct? I don't think there is a problem with the site aside from being a little bit too busy. Also the draw into the membership program has benefits but my guess is that you are simply trying to secure sales of the products in your inventory. What type of advertising on AdWords are you doing?
	Increase Sales & Profits with the Google Shopping Experts Get a 15 Day Free Trial and start increasing Conversions & Revenue in as little as 48 hours! Google Shopping Questions Answered & Explained on YouTube

22nd Sep 2014, 09:14 AM	#6
Ghoster Advanced Warrior Join Date: 2012 Location: North Carolina, US Posts: 935 Thanks: 283 Thanked 301 Times in 192 Posts	Re: Warriors Needed For Site Feedback & Honest Opinions. Conversions Are Very Low - Thank You! Share on: Yeah...the homepage. Replace the slider with an explainer video, and turn the popup off. Only put popups (nag screens) on pages with engaging content. Otherwise, they are not tolerated well. I honestly don't think you're going to get much traction until you get rid of that slider and replace it with a video or, at the very least, make your copy center stage. I really like your graphics, it's a shame that they are buried under that slider. I'm not crazy about the domain name, and I definitely don't like the "super hero" bit in the headline. If I'm the consumer, I want something a bit more serious.
	On the whole, you get what you pay for.

22nd Sep 2014, 10:39 AM	#12
AnthonyCapetola Google Certified Partner Join Date: 2014 Location: New York Posts: 172 Thanks: 2 Thanked 27 Times in 25 Posts	Re: Warriors Needed For Site Feedback & Honest Opinions. Conversions Are Very Low - Thank You! Share on: Hey John, By multiple PPC ads I guess you are referring to text ads. Text ads are not necessarily the best way to generate actual profitable sales. In fact, Text Ads when not optimized can be more of a drain on your budget rather than a driving force in making money. I really like the site, and yes it could use a tweak here and there but for the most part I think you need to think about the earning potential on the pure eCommerce side of the site. I am curious as to whether or not you've considered simply running Google Shopping Ads for your products minus the sign up or make the sign up part of the experience after the consumer has purchased. That sign-up would be a great way of securing return customers and driving more product sales once someone has already made a purchase. My thought process on this revolves on actually driving profitable sales on your site as opposed to securing sign-ups. I think your methodology could work better in reverse especially since it looks like a lot of your products are highly optimized and ready for Google Shopping. Have you considered this at all?
	Increase Sales & Profits with the Google Shopping Experts Get a 15 Day Free Trial and start increasing Conversions & Revenue in as little as 48 hours! Google Shopping Questions Answered & Explained on YouTube

22nd Sep 2014, 02:53 PM	#14
AnthonyCapetola Google Certified Partner Join Date: 2014 Location: New York Posts: 172 Thanks: 2 Thanked 27 Times in 25 Posts	Re: Warriors Needed For Site Feedback & Honest Opinions. Conversions Are Very Low - Thank You! Share on: You definitely need to be in Google Shopping John. I think its the best channel for you to secure direct product sales and help get sing-ups.
	Increase Sales & Profits with the Google Shopping Experts Get a 15 Day Free Trial and start increasing Conversions & Revenue in as little as 48 hours! Google Shopping Questions Answered & Explained on YouTube

29th Sep 2014, 11:42 AM	#16
BarbaraP Active Warrior War Room Member Join Date: 2009 Location: Beautiful American South Posts: 86 Thanks: 165 Thanked 79 Times in 50 Posts	Re: Warriors Needed For Site Feedback & Honest Opinions. Conversions Are Very Low - Thank You! Share on: Hi John, Just saw this and checked out your site. You've improved it by following some advice on here RE: sliders, cleaning up the messaging. My take on this concept: 1. reimbursements on maintenance costs get lost in the push for affiliate sales and commissions. It's clearly an MLM instead of a national auto club type deal the way I read it. 2. Calling it an auto club and referring to AAA in the Attention copy may remind people they may already belong to AAA or start comparing it to AAA and these are 2 different things entirely so you don't necessarily want to invite that comparison. 3. You need a testimonial describing the benefits in a video and in the ATTENTION area. This concept is crying for 3rd party validation. This will help your conversion rate. I'd clean-up the "benefits" chart to get it focused on what your headline says -- "saving the day on auto maintenance costs" --- and put the more you have under you the more you make kind of benefits further down the list so you finish convincing people of your first promise -- save money on maintenance. Car Maintenance to a car owner is different from "auto repair bills" you might need to tweak that headline because my car warranty covers "repairs" but it doesn't cover maintenance like oil changes and brake jobs. Great concept, you still need clarity from the start in your headings and messages. Try listing your main benefit points on a mind map or white board and build the messaging on each main point. Then walk through it as a car owner who's never heard of it before and then perfect your site. Sometimes we get so close to our own products and services that we leave the target consumers scratching their heads because we're not "joining their conversation," we're trying to get them to join ours. Hope this makes some sense and helps. Cheers to your growing success! Barbara