Need critique of my stock pick site

[searchnology]

I launched a stock pick site a few months back but the conversion rates have been horrible.

The site is www.signastock.com

The product (email newsletter) is the best out there today. (up 33% YTD) but I think the homepage copy may be a bit boring. At the same time I also know that analytical stock traders don't respond as well to "hard sales" or hype.

I'm thinking even a better positioning statement may be appropriate.

Let me know what you think. Any ideas are appreciated. Once again, I don't have thin skin so don't hold back.

[Christie Love]

Well, to be honest... I'm not so sure that stocks are as popular right now as they used to be, which may very well be effecting your conversions.

One thing I did notice is you used the words, "we" and "our" many times throughout the letter. In copy, you always want to focus on the reader by using the word, "you" as much as possible.

I also wasn't too fond of the headline. It didn't grab my attention, so work on that a bit. You can review other sales letters, in the same niche for examples.

The actual graphics of the site is easy on the eyes and well-developed for your targeted market, so great job there.

I hope this helps!

[searchnology]

Originally Posted by Christie Love

Well, to be honest... I'm not so sure that stocks are as popular right now as they used to be, which may very well be effecting your conversions.

One thing I did notice is you used the words, "we" and "our" many times throughout the letter. In copy, you always want to focus on the reader by using the word, "you" as much as possible.

I also wasn't too fond of the headline. It didn't grab my attention, so work on that a bit. You can review other sales letters, in the same niche for examples.

The actual graphics of the site is easy on the eyes and well-developed for your targeted market, so great job there.

I hope this helps!

Thanks Christie, I appreciate you giving your expert opinion! Will work on that headline. If you have ideas there send them my way!

[Alexa Smith]

Just a small observation (this kind of "niche" is part of my family background): I think it will help if under the "performance" section of your website (which I'm guessing is where almost any serious potential subscriber will look very quickly - you may have analytics that confirm/deny that?) you might (a) explain how the figures are worked out regarding dealing costs (because with such a huge number of trades per month on a small volume of stocks, that's bound to be very significant?) and (b) either make the results for 2008 available or remove the facility for them to be "searched". Otherwise some potentially interested parties may see this year's 30% profit to date (though wondering how it's been calculated!) and assume the worst about the previous year's missing results? No criticism implied, just an observation from the viewpoint of a theoretical potential customer.

[kettlewell]

Originally Posted by Christie Love

Well, to be honest... I'm not so sure that stocks are as popular right now as they used to be, which may very well be effecting your conversions.

I know it sounds backwards, but my stock indicator site has gone through the roof with traffic in the last 6 months... at least 4x normal traffic, no advertising, no changes.

My guess is that:
1) traders are looking for new solutions
or
2) they see the end is here, and they're getting really active to be at the start of a bull run.

either way, I think that stocks might be a good niche to be in...

Good luck!!

Matt

[searchnology]

Thanks Alexa. I removed 2008 from the date select.

There is a link to download all historical trades which shows how peformance is calculated but if you missed that it tells me it needs to be more prominent.

Thanks again!

Originally Posted by alexa_s

Just a small observation (this kind of "niche" is part of my family background): I think it will help if under the "performance" section of your website (which I'm guessing is where almost any serious potential subscriber will look very quickly - you may have analytics that confirm/deny that?) you might (a) explain how the figures are worked out regarding dealing costs (because with such a huge number of trades per month on a small volume of stocks, that's bound to be very significant?) and (b) either make the results for 2008 available or remove the facility for them to be "searched". Otherwise some potentially interested parties may see this year's 30% profit to date (though wondering how it's been calculated!) and assume the worst about the previous year's missing results? No criticism implied, just an observation from the viewpoint of a theoretical potential customer.

[searchnology]

I actually see the exact same thing on another one of my stock market sites whenever the market experiences a down turn...

Originally Posted by kettlewell

I know it sounds backwards, but my stock indicator site has gone through the roof with traffic in the last 6 months... at least 4x normal traffic, no advertising, no changes.

My guess is that:
1) traders are looking for new solutions
or
2) they see the end is here, and they're getting really active to be at the start of a bull run.

either way, I think that stocks might be a good niche to be in...

Good luck!!

Matt

[The Copy Nazi]

What you need is SOLID PROOF staring us in the face when we open that page - verifiable facts and figures - without having to click a link. You say it yourself - " At the same time I also know that analytical stock traders don't respond as well to "hard sales" or hype." So cut to the chase.

And lose the videos from the three bozos - totally unbelievable as they read their scripted "testimonials".

[searchnology]

Hmm...the YTD performance is there on the very first headline...what additional "verifiable" facts and figures are you recommending?

Originally Posted by Metronicity

What you need is SOLID PROOF staring us in the face when we open that page - verifiable facts and figures - without having to click a link.

And lose the videos from the three bozos - totally unbelievable as they read their scripted "testimonials".

[The Copy Nazi]

Originally Posted by searchnology

Hmm...the YTD performance is there on the very first headline...what additional "verifiable" facts and figures are you recommending?

Oh come on! That's a statement - a claim - it's not proof in any way, shape or form.

Our stock pick profits are up over 105% year-to-date

I could claim "My salespage copy consistently converts at 25% - trust me - just send money - lots of it - like $25k"

[searchnology]

Originally Posted by Metronicity

Oh come on! That's a statement - a claim - it's not proof in any way, shape or form.


I could claim "My salespage copy consistently converts at 25% - trust me - just send money - lots of it - like $25k"

Your example is not an accurate comparison. The primary offering is "High Profit Stock Picks". That IS the claim. The quantified proof is a 100% return YTD. The verifiable details of that proof (the performance data) can be easily obtained with one click. That is a classic "drill down" approach for proof...much like displaying testimonial excerpts or industry award graphics but having the detailed info available if they want to view it.

I was actually looking for other proof recommendations...any?

[Omar Khafagy]

Originally Posted by searchnology

I launched a stock pick site a few months back but the conversion rates have been horrible
*snip*
I think the homepage copy may be a bit boring. At the same time I also know that analytical stock traders don't respond as well to "hard sales" or hype.

I'm thinking even a better positioning statement may be appropriate.

Before you go and change the copy, I'd take a good look at your design elements and ask yourself if you think the design is working for your product?

Too often copywriters get stuck on the words, and while words matter, the way they are visually presented to us matters as well.

I'm not a designer, but I can tell you straight away that my eyes are not sure where to begin looking.

The part of your site that is "above the fold" does not tell me very quickly why I should stay on your website. In a salesletter, the part that keeps me on the page is usually a very strong headline. But headlines aren't the only way to keep people on a website.

A strong, unique visual component works wonders. All the pictures on your website are stock footage. They are, as you pointed out "boring".

You can also use a more powerful tag-line that speaks directly to the reader, rather than to some "active investor". I don't know if I'm an active investor. I don't know if I meet that criteria.

A more compelling tagline might be "Stellar Profits- Whatever the Market!"

Also, the banner at the top of your website is far too big. It takes me too long to get to the information, and by that time I'm already gone.

Your text is also bunched too closely together, and feature extremely long sentences. While I'm aware that the investment niche can generally get away with using a higher grade level of vocabulary, on a website it can be difficult to read giant blocks of text as in your "How It Works" tab.

You might also want to look into your email newsletter and pull out some of the subject lines to provide examples of what kind of information you provide. You could say things like

"In May alone, our members learned..." and then list some of the headlines, or rephrase them so that you reveal the "what", without saying exactly "how". So for example, if you list exactly what stock to invest in, you might say: "In May, our members discovered three little-known stocks in the ____ industry that wound up increasing by more than ____%!"

These specifics can go a long way to convincing your visitors to subscribe.

Anyway, hope some of that helps!

[searchnology]

This actually isn't the same site design I wrote about originally many months ago but this is awesome feedback! Thanks Man!

Originally Posted by Omar Khafagy

Before you go and change the copy, I'd take a good look at your design elements and ask yourself if you think the design is working for your product?

Too often copywriters get stuck on the words, and while words matter, the way they are visually presented to us matters as well.

I'm not a designer, but I can tell you straight away that my eyes are not sure where to begin looking.

The part of your site that is "above the fold" does not tell me very quickly why I should stay on your website. In a salesletter, the part that keeps me on the page is usually a very strong headline. But headlines aren't the only way to keep people on a website.

A strong, unique visual component works wonders. All the pictures on your website are stock footage. They are, as you pointed out "boring".

You can also use a more powerful tag-line that speaks directly to the reader, rather than to some "active investor". I don't know if I'm an active investor. I don't know if I meet that criteria.

A more compelling tagline might be "Stellar Profits- Whatever the Market!"

Also, the banner at the top of your website is far too big. It takes me too long to get to the information, and by that time I'm already gone.

Your text is also bunched too closely together, and feature extremely long sentences. While I'm aware that the investment niche can generally get away with using a higher grade level of vocabulary, on a website it can be difficult to read giant blocks of text as in your "How It Works" tab.

You might also want to look into your email newsletter and pull out some of the subject lines to provide examples of what kind of information you provide. You could say things like

"In May alone, our members learned..." and then list some of the headlines, or rephrase them so that you reveal the "what", without saying exactly "how". So for example, if you list exactly what stock to invest in, you might say: "In May, our members discovered three little-known stocks in the ____ industry that wound up increasing by more than ____%!"

These specifics can go a long way to convincing your visitors to subscribe.

Anyway, hope some of that helps!

[Omar Khafagy]

You're welcome. For the tag I mentioned, "Stellar Stock Profits- Whatever the Market" might work better. The alliterative effect of the two S's sounds good, plus the more specific word "stock" might target your niche better.

[The Copy Nazi]

Originally Posted by searchnology

Your example is not an accurate comparison. The primary offering is "High Profit Stock Picks". That IS the claim. The quantified proof is a 100% return YTD. The verifiable details of that proof (the performance data) can be easily obtained with one click. That is a classic "drill down" approach for proof...much like displaying testimonial excerpts or industry award graphics but having the detailed info available if they want to view it.

I was actually looking for other proof recommendations...any?

Sigh...you're missing it - "Solid proof staring us in the face" I said. I could care less about all the other stuff on that page - the BS testimonials and the claims. And same goes for your so-called "performance data". I don't get sucked in by any of that stuff. These kind of claims just leave me cold and insult my intelligence -

"Learn how our stock pick service compares to other alternatives. You'll agree that we provide you the best value available anywhere!"

How do you know I agree? You presume too much. And this is on your front page - so already red flags are up. SHOW ME THE MONEY.

[Ken_Caudill]

Who writes the newsletter? Does he or she know her business? Would I like him or her if we met? Can I take a look at past letters? What method, if any, is used to call the market? Are you a trader or an investor?

The same old questions?

What's in it for me?

Why should I buy it from you?

[RickDuris]

Hi searchnology,

Omar Khafagy is onto something.

I don't know specifically what's "broke" on the page that's causing abandonment.

It could be so many things, as others have pointed out.

But let me share one resource that will let you find out for certain:

Heatmaps, Visitor Movies, Web Analytics | Customer Experience Analytics by ClickTale

Sign-up and you'll see two things:

1. The actual session recordings of every prospect reviewing your site. Mouse movement, clicks, scrolling, etc.

2. Heatmaps of where they are spending their time overall.

Basically, you'll be spying on your visitors consumption of your page. That will give you a big clue...

- Rick Duris

PS: On a personal note, my OPINION (not fact) is you might want to try a more personal approach. The top stock pickers are a personality and have a reputation. In other words, come out from behind the curtain or find someone who can if you aren't up for it.

[Pisaka]

To my mind, the design of the site is rather good and wellcoming. As it was already noticed, you have used the words "we" and "our" many times. And that's a problem. You should show the benefits for your readers, grab their attantion with what they will receive and how bad their lives will be without your product.
If you are interested in market psychology I can recommend you a perfect book: "Emotionally Hot Buttons". I don't remember the author, but suppose you'll find it easily, as its not just a book but a work of art.
Besides, visit www.safe-swaps.com and receive reliable partners for swaps and thus for perfect conversions.

Good Luck!

[RogozRazvan]

When it comes to stocks & investment, Clayton Makepeace takes the cup. From the promotions I’ve read about, it always boils down to three elements:

a)Credibility, credibility, credibility. Everyone can pick stocks. Only stars can pick winners. Show what you’ve did for others, who you are and why he should trust you.
b)Admit your mistakes. If you say that your stocks are always winners, you’ll get a lot of skepticism. But if you say that people who followed your advices through the last 24 months achieved a 61% increase in portfolio value, then you’ve hooked me.
c)Romance the hell out of stocks. It may seem weird at first, but your niche is not after numbers. Instead, they are after stories, opportunities, a way to get rich. Now, don’t get me wrong, this is not a stupid niche. But in the same time, you are targeting a certain segment of the market – the one which is just starting out or can’t afford for other stock picking solutions.
I hope this helps. I’ve already contacted you through your website on a few ways you could improve your conversion and I’m looking forward to hear from you soon.

Best regards,
Razvan Rogoz
CEO of Razvan Rogoz Marketing Solutions

[Raydal]

On a side note it's interesting to see a thread resurrected exactly a year after the
original post. I thought I was seeing double with the date.

On topic: I think that the site is wasting the top part with the flash slide show.
This should be the place for your headline and not just a banner type ad.

And it's really distracting to read he text below while the flash 'movie'
is playing above. I would try a simpler design--more text heavy or
use an intro video.

-Ray Edwards

[searchnology]

Yeah, I do hear you but you aren't giving any examples of what you consider solid "proof" other than what is there already....kind of crashes your credibility on the topic.

In the investments/trading arena the performance of your stock picks IS the proof...at least the only proof that matters. I can be the most personable guy with the slickist website and have tons of awards, interveiws etc, but if I don't make my subscribers money then it is all for not.

Originally Posted by Metronicity

Sigh...you're missing it - "Solid proof staring us in the face" I said. I could care less about all the other stuff on that page - the BS testimonials and the claims. And same goes for your so-called "performance data". I don't get sucked in by any of that stuff. These kind of claims just leave me cold and insult my intelligence - How do you know I agree? You presume too much. And this is on your front page - so already red flags are up. SHOW ME THE MONEY.

[searchnology]

Thanks for the feedback Ray....I actually didn't mean to reup this old topic...it was more of a quick confirmation to the last poster way back when regarding sales volumes of investment products being tied to the market.....but very glad to take all the free advice.

I've tested this site rigorously since then....the large headline "sales page model" was actually the original design but didn't convert as well. After surveying users and doing a bit of split testing, I landed on the existing design. The overwhelming thing people wanted was "how much money does this make?" The second was "how does the system work". This was validated by the pages the users were visiting most often on the site. This probably speaks to the personality of the audience. (left brain, analytical types)

I do have plans to test a sales video. Though it ranked rather low on the survey of users as something they would like to see, I would like to see the data for myself.

Originally Posted by Raydal

On a side note it's interesting to see a thread resurrected exactly a year after the
original post. I thought I was seeing double with the date.

On topic: I think that the site is wasting the top part with the flash slide show.
This should be the place for your headline and not just a banner type ad.

And it's really distracting to read he text below while the flash 'movie'
is playing above. I would try a simpler design--more text heavy or
use an intro video.

-Ray Edwards

[searchnology]

Me likey the alliteration approach...

Originally Posted by Omar Khafagy

You're welcome. For the tag I mentioned, "Stellar Stock Profits- Whatever the Market" might work better. The alliterative effect of the two S's sounds good, plus the more specific word "stock" might target your niche better.

[The Copy Nazi]

Originally Posted by searchnology

Yeah, I do hear you but you aren't giving any examples of what you consider solid "proof" other than what is there already....kind of crashes your credibility on the topic.

In the investments/trading arena the performance of your stock picks IS the proof...at least the only proof that matters. I can be the most personable guy with the slickist website and have tons of awards, interveiws etc, but if I don't make my subscribers money then it is all for not.

You wanna talk about "credibility" huh. I would say your "testimonials" "kind of crashes your credibility on the topic" if you want to get down to it. Along with your attitude.

[searchnology]

Originally Posted by RogozRazvan

When it comes to stocks & investment, Clayton Makepeace takes the cup. From the promotions I’ve read about, it always boils down to three elements:

a)Credibility, credibility, credibility. Everyone can pick stocks. Only stars can pick winners. Show what you’ve did for others, who you are and why he should trust you.
b)Admit your mistakes. If you say that your stocks are always winners, you’ll get a lot of skepticism. But if you say that people who followed your advices through the last 24 months achieved a 61% increase in portfolio value, then you’ve hooked me.
c)Romance the hell out of stocks. It may seem weird at first, but your niche is not after numbers. Instead, they are after stories, opportunities, a way to get rich. Now, don’t get me wrong, this is not a stupid niche. But in the same time, you are targeting a certain segment of the market – the one which is just starting out or can’t afford for other stock picking solutions.
I hope this helps. I’ve already contacted you through your website on a few ways you could improve your conversion and I’m looking forward to hear from you soon.

Best regards,
Razvan Rogoz
CEO of Razvan Rogoz Marketing Solutions

Thanks for the feedback....got the email too.

[searchnology]

Originally Posted by RickDuris

Hi searchnology,

Omar Khafagy is onto something.

I don't know specifically what's "broke" on the page that's causing abandonment.

It could be so many things, as others have pointed out.

But let me share one resource that will let you find out for certain:

Heatmaps, Visitor Movies, Web Analytics | Customer Experience Analytics by ClickTale

Sign-up and you'll see two things:

1. The actual session recordings of every prospect reviewing your site. Mouse movement, clicks, scrolling, etc.

2. Heatmaps of where they are spending their time overall.

Basically, you'll be spying on your visitors consumption of your page. That will give you a big clue...

- Rick Duris

PS: On a personal note, my OPINION (not fact) is you might want to try a more personal approach. The top stock pickers are a personality and have a reputation. In other words, come out from behind the curtain or find someone who can if you aren't up for it.

Thanks Rick...I do have a trading course that I personalize more but this is an automated daily stock trade data dump (no plans for actual human commentary at this time) so i'm still on the fence concerning it.

[searchnology]

Originally Posted by Pisaka

To my mind, the design of the site is rather good and wellcoming. As it was already noticed, you have used the words "we" and "our" many times. And that's a problem. You should show the benefits for your readers, grab their attantion with what they will receive and how bad their lives will be without your product.
If you are interested in market psychology I can recommend you a perfect book: "Emotionally Hot Buttons". I don't remember the author, but suppose you'll find it easily, as its not just a book but a work of art.
Besides, visit www.safe-swaps.com and receive reliable partners for swaps and thus for perfect conversions.

Good Luck!

Thanks Pisaka. I think the book you are talking about might be the one by Barry Feig.....good book!

[Mr. Enthusiastic]

In Firefox, the layout is a huge tangled mess with headlines and text randomly heaped up on top of each other.

Just switched to IE and got the same result.

I can't even tell what the site says.

I do have ad and script blockers turned up high.

Chris

[RogozRazvan]

Searchnology, let’s have a talk on Skype or through email.
You know how to contact me.
At least what I can do is give you a swipe file of related mailings to a fellow warrior.
(The one from Makepeace)

Best regards,
Razvan