Driving Traffic ( Lots of it! ) - 0 Sales!

Hi TrafficTips,

I took a look at your site. Very attractive, BTW. The first thing that hit me after that though, was the incorrect grammar and spelling throughout your copy! These examples are just from the first few lines on the site:

- "Have you ever ran out of gas at the wrong time? ...we probably have ran out of gas while driving." (should be "have you ever run out of gas?)

- "How much is your piece of mind while driving worth to you?" (should be peace of mind)

- "Most likely you were on your way to work. It not, you may had to pay to use a towing service or roadside assistance service. (should have read: If not, you may have had to pay to use a towing service...").

- Now the first time, there's a solution to running out of gas. (You mean "Now for the first time...").

I can't speak for everyone, but whenever I see copy problems like that, it screams "unprofessional" to me and I leave the site. I'm betting that has quite a lot to do with it.

I strongly recommend hiring a copy writer. There are several on Warrior Forum. You'd be surprised what a difference that can make!

Good luck!

Ken

I'd have to think about the conversion problem, but one thing that struck me was the email form.

"Download our free report"

Report on what? why should I bother downloading it? Try something more enticing like:

"Get 36 fuel saving tips that can give you an extra 5 mpg! Just tell me where to send them..."

I would take out that free report opt-in and make that a squeeze page, then only show the sales page to those that opt-in for the free report. They have too many ways out of the page.

The graphics are really nice, but those won't get you sales. I would suggest hiring a copywriter as well. You've dumped $1,200 in already, see if you can turn it around.

As a potential customer my first thought was "Why can't I just carry a gas can?" and "$20 for a 1/2 gal ! That won't even start my X5 , I need at least 5 gallon if I run out" Also,, "Where can I store it in my car so it doesn't look like an ugly can of goo?"

You'll want to overcome those objections. You might consider a survey when people leave the page to find out what they are thinking.

I agree with Toby on this one. Maybe it is because I am a writer, but poorly written content on a website makes me run away as fast as I can.

it may also be your market. a more targeted approach will give you less traffic, especially in a tough niche, but the broad approach will continue to cost more than it brings in. PPC is all about highly targeted traffic. if you want to do some broad range marketing, try running a blog, and targeting a broad range of keywords instead. Use free traffic, and funnel them into your offer.

Having looked at your page..

Your bounce rate doesn't surprise me at all.

What exactly do you want your traffic to do?

You are giving them way too many options, and as a result, your page is bleeding traffic like a bucket full of holes will leak water.

If you are paying for traffic, heck even if you aren't...

You really need to sit down and make a decision about what your M.D.A is and only give your traffic two options:

1. Perform your M.D.A

or

2. Leave - the little red X

It is vitally important to your success rate on any page, to give your traffic these two options and nothing more.

I'm arriving at your page and instantly confused about what is going on, what I am doing and what else I could do.

Links galore leading to other pages... social media buttons... blog page...

Don't give them any more options than are necessary.

Having said all that... I have some really strong reservations about the viability of the niche you are digging into. Many people are happy to have a spare fuel can in their car already... Just sayin'

Also

Light text on a dark background is a real page killer, imho... but this is something you should test.. don't take my word for it at all.

Peace

Jay

p.s. M.D.A = Most Desired Action - what do you want from your traffic?.... sales?.. opt-in?.. you need to pick one and go for it.

I certainly agree that the path you're trying to push your prospect down is very weak.

I counted around 20 links from top to bottom before I got to the order section. Do you *really* want people to click those links? Why?

Define your MWR (most wanted response) - the single action that you want your visitor to take - and make every pixel count towards driving (excuse the pun) them to it.

Cheers,

Neil

Edit: Jay, were you looking over my shoulder?

Just an idea. I've been thinking about this since I've reviewed your page. I'm a guy and I hate to admit that I might run out of gas. I would be unlikely to get a can of that no matter how much sense it makes.

However, when it comes to my wife and kids, I want them to be totally safe. If my teen daughter is driving alone I want to make sure she has a way home. If my wife is out with the infant I don't want her stranded. On the flip side my wife knows how stubborn I am and I won't buy one of those, but she just might get it for me .

I would try a sales page written for each angle and see what works.

conversion, conversion, conversion

Those images gotta go, sorry buddy

As soon as I goto the page, I dont know what to do, I would simplify it.

Cheers,
Mukul

You need a exit pop up with a call to action . Something like: Buy 3 cans now and get the 4 for free. You will see this offer only one time...
Beautiful site btw.

These guys are all right. Fix the Engrish. And at least move your opt in form above the fold. It took me a minute to find it and I have no idea what your special report is all about. Also it's a strange product.

I have been driving 15 years and never run out of gas. Why do I want to keep an explosive in my trunk? That's my very first thought.

You most definitely need to work on your conversions my friend. It's just too much going on as soon as you hit the site. You will get better once you fix those problems listed above. All the best.

You say in the press releases and copy that the fuel will not ignite and is safe and legal to carry in the car. I would play that up more as well.

Perhaps a video of it being shot with a rifle or some way to demonstrate that it's totally safe. Depending on your taste for the dramatic perhaps a video of a burning car showing what could happen in a crash using a regular can of gas.

If your using Aweber to build your list try adding a popover to collect email addresses. Some people find them annoying but trust me they work wonders.

They convert a lot better than your inline standard sign up form. If your main concern is collecting Email addresses set it to appear at 5 seconds after someone first visits your Website for best results.

Hope that helps, Jay!

Can't offer much else but to reinforce simplicity and separate the landing page with opt in, clarify what report is about, and hit the pain of loss (protect your family) rather than prevention angle. I think viral videos that inckude rifle shooting the container would be an awesome FAQ.

I can see it now
Black screen, white text "wait isnt having fuel like this in your car unsafe?"
Fade to picture of product
Zoom out to dude with rifle waving, then shooting at product
Replay shooting of product and package falling over in slo mo (focus zoom in on label for product placement)
Fade to black with white text "uh, no it's perfectly fine - now go buy some"

Oh, and then you'd need the old spice guy voice. The fuel is now Diamonds!

Thanks for all the input here; I will be creating a separate squeeze page offering a free report in line with something like the above reply

"Get 36 fuel saving tips that can give you an extra 5 mpg! Just tell me where to send them..."

Also, I will see if I can get a video of a guy shooting a gun through the product; because it can be done.

Yes, I am finding an insurance / emergency product hard to sell online this far.

I am going to work on this asap and get something separate where I can start sending traffic to a squeeze page with just one option; opt - in to free report or leave.

Thanks everyone; I'll post up new results next week

Get your traffic to take a specific action. As many have stated, it seems that your page just has too many options for people.

Try turning it into a squeeze page in order to build a list, and then let people see the sales page either as a proposed OTO or on the backend via your autoresponder.

Another thought. Why can't I just leave this alone? I have no idea.

Objection: I never run out of gas and haven't in 400 years:

Wouldn't it be nice to have a way to instantly help that poor sap or someone's daughter that is stranded? While others can offer her the use of a cell phone, you can get her car running in minutes because you have Spare Fuel handy. You will be an instant hero.

I would dish out a couple hundfred bucks and hire a copywriter. Good copy= CONVERSIONS, if the copy sucks, no matter how attractive the site is, there won't be conversions.

You need to either learn copywriting, or hire someone to write professional copy (I prefer the latter due to lack of time)

Hey Man,

I think these points have been touched on a little, but I really want to drive them home. These tips alone will drive sales in any business, period......First off, no one wants 66 tips on how to save 5 miles and no ones is worried about running out of gas until the second that they do.

Go deeper into what your product REALLY does for people on a deeper personal level.

In your testimonial, your product saved the poor guys career!! A friend of mine lost his life driving from Las Vegas when he ran out of gas and had no cell phone reception. (true story, Google Michael Holt Kold, I went to high school with him in Michigan.

what would you do if your wife and new born were stranded? What if you lost your biggest client? what if your daughter is stranded by herself, alone.

Ask everyone of the people you have sold to why they bought and sell those reasons ONLY, find lots of these stories...true ones like my friend and hypothetical ones. Plaster your page with these.

If your opt in was "find out how this product could save your life" I'd opt in. Tell them about my friend, the dude that kept his Fortune 500 job, find a story about a person who ran out of gas on the way to the hospital with a pregnant wife....that will sell your product.

You don't sell gas you sell catastrophe avoidance!!!! Ingrain this paradigm shift in thinking into your head. It is the core of all selling.

Also, as another person said, find the objections and deal with those too. Why not carry a gas can? etc.

Many more ways to sell this, too, hit me up if you want some one on one.

Good luck my friend

Awesome site but there are wayyyyyy to many options.

People want the next step handed to them when they're browsing the web. They don't want to have to think about it.

you need to target your traffic well.

go straight into the IM niche its rabbid, hungry and irrational for buyers a simple plr report and jv traffci through adswaps will make you more money from list building in half the time

I really feel for all the losses you've had in this niche - but I'm with with Scott and oneplusone - IMHO even if you drive 1 000's of visitors to your site it is just not a profitable niche as people are not going to buy this kind of stuff. It is not what you call a real desperate niche. If you get stuck without petrol cellphones and road assistance to the rescue!

My brother makes around 10k per month promoting a similar product for an mlm company.

I am actually a chemist in my day job and I am very familiar with which components go in Gasoline and/or will burn in a gasoline engine. I actually run the ASTM D3710 method on a regular basis and after looking at that product, I think it is an interesting experiment, but I cannot see it competing with plain ol' $3.00/gal gasoline and a little alcohol to stabilize it, something that is readily available everywhere. I hope you don't charge that much because of raw materials cost.

There might be SOME types of buyers out there the more I think about this...

STOP thinking about commercial road users, and START thinking about adventure days out... buggies, quads, go karts etc...

They don't stop at a fuel station. But they need to buy petrol and fill up easily and mobility is key.

Just throwing ideas at where to dangle your rod...

Good alternative markets I agree.

I can create separate landing pages for each market and send related traffic to each.


It will take some extra time, but it should be worth it.

why would I pay 20 bux when I can have a half gallon of gas in a bottle for less than 2 bux? Well there is a reason, gas is not stable and turns to sticky green gunk after a few months, but you did not mention that in your ad.

That is probably a common objection. What are other possible objections? Maybe they don't completely believe what you say. Can you cite any 3rd party authoritative sources? New Your Times, some University or scientific or study quoted that lends credibility to any part of any statement on your sales page will tend to lend credibility to the whole page. Even Oprah or any celebrity or authority is an influence factor.

Can you draw a picture with a story of a woman stuck out of gas on a freeway with big trucks and everybody just blasting by and its 1 am and her cell phone is out of range and she hopes somebody will please stop before one of her kids sleeping in the back wakes up and is scared and cries and please God I hope the person who stops helps us and doesn't kill us all.

Ok maybe not all that dramatic but realistic enough someone can see themselves or loved one in a dire situation, not a mere inconvenience, all because they did not buy your product.

Then tell the story how the lady just puts on the free plastic gloves you should include as an incentive, pours in your product and is merrily on her way before the kids even knew anything happened.

Sell the "fear" of running out of gas, and add picture's of a family stranded on the highway on a hot day with hood open etc ..

People buy with emotion then justify it with logic. The only emotion you can really attach to this is the fear of themselves and their loved one's being safe if they were to run out of gas at the worst possible time. Running out of gas in the "wrong" neighborhood, on a boat miles offshore etc ...

$20 for a 1/2 gallon seems ridiculous when you think about it logically, but put people in the right emotional state when they read your site and it will seem like a bargain.

I am not sure what keywords you use to drive your traffic, but you should create a landing page that sells. Make sure that your visitors have no doubt that the report is free.

You can find many guides online as how to create a great sales page

You know the site is really great, but ye what is your free report is all about. Besides you must have a goal do you want to make more sales the first time he or she visits your website or do you want to build a list and then start selling them through email marketing.

Well, as soon as I hit the page I wanted to leave. The dark background makes it very hard for me to read. Also I think just about everyone else gave you some really great suggestions.
The biggest one you should probably think about is whether you should stick to this niche as it seems it may be too specialized to convert well (unless you have a lot of experience and do a hell of a lot of split testing). Might want to start with an easier niche?
I agree you need to change your angle and define your target audience a bit more. Who would want to buy right now? Can you describe him or her? And for what reason?
Is this the best solution for them and if not, why not? How does it compete with other products/solutions on the market.

Some things to address in the sales page and fo ryou to thinka bout too.

I couldn't help noticing in the spare fuel web page you have the top part of your page, which should draw interest, containing three links instead. How about something like a picture of a woman stranded in the snow who is out of gas?

People buy for emotional reasons, then figure out logical reasons later why they bought

Rick

As a self-defense instructor, I'd like my family to be as self-sufficient as possible. You're out in the country where there's not cell phone reception, you're in a bad neighborhood and need to get out of there fast.

Never hurts to be prepared. No I do not sell this nor have I tried it

Rick

Your feedback is awesome guys.. Trying to put it into practice. I'm hiring a copywriter. In the meantime, I put together a quick landing page and sales page that doesn't confuse the point to buy and it's much easier to read.

Let me know if you think I'm going in the right direction.

I'm now targeting automobile safety and emergency keywords and continued relaying facebook ads to age 35+ group with children.

LP : Are You Protecting Your Family from Danger on the Highways
SP : Running out of gas | Spare Fuel

As of the past week, 2000 visitors and 8 bottles sold... That's 1 : 250... Not as bad as 0 sales anyway..

After reviewing the site I see that there are several problems that are breeding grounds for no conversions.

The site page is confusing at best. It is suppose to be a squeeze page, sales page or what?

In short you are confusing your site visitors. There is no clear path of the action you want the prospect to take. The more decisions you give a site visitor, the less action you will see taken.

Decide on what it is that you are trying to accomplish with the page and then design it and the content to accomplish that goal.

The next conversion killer is your content. In spite of what people tell you...grammar and spelling do count. I believe it was mentioned in the thread about hiring a copywriter which is a great idea.

On to the topic of traffic. Traffic is useless unless it is targeted traffic to your product niche. Make sure that you clarify who your product consumer is. Research is invaluable. Find out exactly who your competitors are and what their consumer target is.

On to the product - I am sure you believe in your product or you would not be trying to sell it. However, you are not addressing some of the issues that a consumer would be concerned about.

In the middle of a recession, high unemployment why would I pay $19+ on Spare Fuel? Gas is high enough but that cost tops that of a gallon of gas.

Even if I run out of gas, I can still get myself going again for a lot less that the cost of Spare Fuel.

You do make some very good points for example, Spare Fuel is safe to carry in a car. There are several other good points you make but people are visual... provide some graphics to paint a picture in the readers mind. Pictures are powerful!

For example, a safety factor of not carrying gas in your car and that protects your children...etc.

Hope you find something in my ramblings helpful.

Best wishes for you and your site.