So what's your impression?

by Talltom1

Posted: 15 years ago 20 replies

INTERNET MARKETING

I recently setup a site to sell books, video's, and audio files - all of which I generate about general business topics. The site is very well done, polished, looks good, its had some SEO done, etc.

This past weekend, I setup a PPC campaign for it, with specific ads focused and linked to a specific catalog item, for example, I have a 17 minute interview about using exceptional customer service to achieve a competitive advantage priced at $2.99.

I set the PPC parameters to the absolute minimum bid. During the past few days I've averaged 200 clicks per day, with a 14.3% clickthrough rate, but no orders.

What are your thoughts? Which specific variable in the sales process should I be manipulating? What's your impression?

Talltom

#impression

Talltom1 15 years ago

Just for additional clarity, here's the actual PPC ad text that I'm Using:

Use Exceptional Customer Service
To achieve a competitive advantage
for your business. Get this audio.

It then directly links to that page in my online catalog where its on sale for $2.99
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Eric Engel 15 years ago

Can't say much without seeing the ads, the landing page, and the checkout process. You might want to show those to get better feedback.

But your CT rate mismatching with your conversion rate tells me that there's a lack of continuity. Someone sees an ad. They click on it. The landing page should clearly tell people they've arrived at a page selling exactly what you advertised in the ad.
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- Talltom1 15 years ago
  
  Well, that's the specific thought process I'm pursuing - a very high CTR without the conversions tells me something is missing. But the continuity issue - that's why I'm linking the specific ad to a specific product page. So I'm scratching my head here wondering what part of the puzzle I'm missing.
  
  Talltom
  
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Eric Engel 15 years ago

Where's the page?
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- Talltom1 15 years ago
  
  Small Business Resources and Small Business Information To Achieve a Competitive Advantage
  
  Talltom
  
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ItsMoneytime 15 years ago

Could I see the Page?
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- Talltom1 15 years ago
  
  Here's the page link again:
  
  Small Business Resources and Small Business Information To Achieve a Competitive Advantage
  
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- Talltom1 15 years ago
  
  Actually, I just wanted to quickly confirm that I'm not advertising this....I'm asking for some expert assistance on why there seems to be a disconnect between a very high PPC CTR% and no conversions...
  
  I'm looking for your expert assistance and input here.
  
  Talltom
  
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Eric Engel

15 years ago

Go back and read your description. Not once do you tell the person what it is they are buying. Nor do you tell them why they should buy it.

If they answered your ad, they probably are already convinced they need to offer better customer service. You should build on that instead of trying to convince them of it.

You might try a simple headline:

17 Minute Audio Showing How To Use Customer Service To Increase Business

And then maybe a short teaser like:

You've got everything you need to increase your sales...you just need to know how to use it right. In this interview with NAME, you'll get the full monte--everything you need to know to make your repeat business (and referral business) spike through the roof!

That's what I would try.

Hope this helps.

Also, make sure you're not bidding on clicks from people who are looking for customer service complaint centers or something like that.

Thanks

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Talltom1 15 years ago

I sort of suspected that Eric. Would you rule out the price component? Personally I think the $2.99 is a no-brainer, shouldn't be an obstacle.
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- Eric Engel 15 years ago
  
  Originally Posted by Talltom1
  
  I sort of suspected that Eric. Would you rule out the price component? Personally I think the $2.99 is a no-brainer, shouldn't be an obstacle.
  
  If it were me, I would start by changing the description, and hanging a much higher price on it. Maybe $15.99. Then test smaller prices after you've gotten some conversions (because until you have a positive conversion rate, you're not really testing).
  
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Mack Michaels Banned 15 years ago

[DELETED]

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- Talltom1 15 years ago
  
  Thanks Mack - I agree, but that's precisely the problem I'm asking for assistance with. With the initial performance (CTR) that I'm getting, I'd expect better conversions.
  
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Ron Killian 15 years ago

Though it might seem off topic, but can have some effect as well. I find the site some what difficult to read, like it's all "light" graphics/text. There are also some small changes that can help, such as different order buttons.

You should also get your SEO in line. Running PPC ads can help your SEO, so your missing out. I use the same cart script and there are a couple mods that can make it do well in the search engines. Check out my store if you want to see how the seo can be set up.

Also, curious why did you put the store so deep in the site? http://www.wementorsuccess.com/ecommerce/catalog/ . It should be as close to the root as possible, the deeper it is, the more your losing PR wise, linking, ect.
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DebraConrad 15 years ago

Just my opinion -

The price is not obvious... it should be at the bottom of the page.

the "what's in it for me" isn't evident.

The Site is too busy and the text is too light to read.

This page should read more as a mini-sales letter than an article.

And my one big suggestion: Don't send me to a page that I have to purchase something right away. Send me to a place that I can get to know you and trust you and get free information.

Then I might want to open my wallet.
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Talltom1

15 years ago

Ron and Debra,

Thats' great feedback!. Thanks. I have been intending to change the color of the text to make it a bit darker. I agree, its a bit difficult. Its a bummer getting older isn't it?

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Talltom1

15 years ago

Hey Ron,

I'm a bit confused by your comments in your second paragraph about SEO. I've done a little bit of SEO on this site, but what did you spot? Also, in your next sentence you state that doing PPC can help my SEO, so I'm missing out. Can you clarify that for me? I'd be interested in your comments about the SEO characteristics that you picked up on and what specific mods you recommend for this cart script.

Appreciate your help!!

Talltom

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Loren Woirhaye 15 years ago

I find the ad obscure. It doesn't make much sense to me...

Use Exceptional Customer Service
To achieve a competitive advantage
for your business. Get this audio.

Very boring for me.

Why not put the benefit at the top?

"To Achieve a competitive advantage" - still problematical...
it's in the infinitive and "achieve" is weak word here. Why not

"Get the Competitive Advantage"? - still abstract, undefined,
but more visceral.

Do people, real people actually get excited about such dry
business jargon? Why not

"Beat Other Businesses"? Isn't that what it comes down
to? Winning customers?

"Win the business"
"Get The Business"

"Get More Sales - Win Customers
With Better Service Now!
Learn How To Do It.
www.yourwebsite.com"

Short words. Simple thoughts. Get sales. Make money.
Get rich. That's what business owners want.
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- Talltom1 15 years ago
  
  Great analysis Loren. I like your version and I'm going to test it later this week. However, I don't think my actual ad is the problem - believe or not I have a double digit clickthrough rate with this one.
  
  Personally I'm suspecting that the original copy on the landing page was the problem - it didn't back up what the ad was promising. I've made a few changes and we'll see what kind of results we get over the next few days.
  
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Ron Killian

15 years ago

First thing I noticed was your url's. While they won't stop you from getting indexed, they could be better. They can be html url's that include your keywords and much shorter, more friendly, better chance at SEO.

It also looks like you do not have control over your titles or meta tags. Also, the big question, why you have the store so deep? The closer to the root the better.

As for urls, I use Ultimate SEO URL's, which of course gives me urls with my keywords in them and they are html pages.

I use Header Tags SEO mod, lets me control all the titles and meta for pages and every product, adds the extra fields on the add product page, also can set each category seo data, great mod.

I would also guess you could set up better categories and use keywords in the anchor text for the categories.

You could also try different buttons, add to cart, buy ect. Not long ago others said orange buttons do better. What color are Amazons buttons? Guessing it's not be accident. Mine are actually knock-offs.

As for PPC helping. It's been confirmed that running PPC ads to your site can help your ranks, makes sense. So if your running the ads, but your site is not SEO'ed properly, your missing out.

Like I said, your welcome to check out my site to see what I am talking about. Any questions, just ask..

Originally Posted by Talltom1

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Maria Gudelis 15 years ago

I would test a higher price as Eric mentioned - the $2.99 may give someone the perception that it isn't that great...

also - I agree with Ron about trying different buttons - I didnt' really see too clearly 'in a blink' moment how to 'buy it' - so perhaps more buttons placed strategically on page...like right under the price on rt hand side of 2.99 put a buy now button...

add scarcity as well

the PPC ad text - just my 2 cents and ofcourse do split testing on other ppc ads - when I read yours, if I were to click it -I'd expect to find an outsourcing company to do my customer service...as my eyeballs went straight to your first line and the last line/sentance saying 'get this audio'....not as much attention in my mind on that....
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