warm leads low conversions

[Jarrod Haning]

Can you help me with this?

My leads are directed to this site from flyers they see. This is a performance anxiety ecourse, and the flyers go up in University Music and Theater departments.

What can I do to increase my conversion rates?

Peace on Stage -

thanks for your help!

[Ken Preuss]

Hey Jarrod,

Good to see you on the forum. Got some thoughts for you.

I'm going to break this down in two categories by priority:

1) the audience/market
2) the page itself

This is important because most people will tell you the problem with your conversions has only to do with the page - the idea being that "proven" sales page principles (headline, sub head, layout, etc.) are the key to great conversions.

I contend that the page is important...but it does not exist in a vacuum. The audience/market is the seed for it all.

So here goes.


Audience/Market

"Warm leads" is a concept a lot of people are mistaken about. A warm lead is an individual that is at least one step closer to you than not knowing who the heck you are. Just because a lead fits a certain profile in your own perspective does not make them "warm". Something to keep in mind. This leads us to the next question.

Do you actually know how many of these folks experience performance anxiety? This is important. The fact that you see this as a major problem you want to address does not mean a majority of them see it as such.

If they do, great. But let's verify it so we don't plant a tree that won't grow fruit. Make sense?

Assuming you've examined that the next thing is the flyer that leads people to the site. You haven't shown us that.

Realize that your web page does not exist in isolation from the flyer that sent people to the web page. It's all part of a single funnel that needs to be cohesive.

If the flyer is not 1) effective at speaking to the market's pain, 2) effective at getting them to the site, and 3) congruent with what is on the site (and vice versa) this will adversely affect your conversions.

Another point. Consider that your audience (university students) are not predisposed to going online for this type of thing - in this case an e-course. Sure, they go online all the time. But they go to MySpace and Facebook and Amazon.com. This comes down to an issue of market behavior.

Have you considered getting university professors to *endorse* your site/e-course? As soon as an authority tells students about it the dynamic changes. This is important to consider.

On that note, I'm not sure what you're selling after the e-course...but I wonder if your *real* customers ARE the university professors rather than the students?

Students are broke and can barely buy pizza. It seems to me that going through the instructors gives you major benefits from a business standpoint. Again, just something to consider.


The Page Itself

As far as the web page goes, here are some thoughts.

Your headline is "Peace On Stage". Like I said, I don't always adhere to what everyone proclaims as the 'science' of web page copywriting.

That said, I can't help but wonder if you are not directly hitting the right hot button of your market.

Is "peace" on stage what they really want? Or do they want to overcome anxiety so they can WIN? In other words so they can play great juries, recitals, auditions, etc.? I don't know the answer....but you need to figure it out.

Overall I just don't understand the layout of the page. You have some large sub-points you make at the top, an opt-in form, some testimonials...but then you put the human part of it - your own story - all the way at the bottom.

The big thing is that your most compelling points are being made in those paragraphs. Some of those things I would use as larger-fonted bulleted points rather than some of what you are currently using up top.

This is where they realize you ARE them. I believe most if not all of that text should be higher on the page - and should be the main content of the page.

7 Free Lessons.....my gut says that's just not that compelling. How could you make it sound more compelling to *this* market?

______________________________


Hope this helps. Best of luck with this project. Let us know how it goes.

Ken

[Jarrod Haning]

"Do you actually know how many of these folks experience performance anxiety? This is important. The fact that you see this as a major problem you want to address does not mean a majority of them see it as such. "

I have not done a survey (maybe I should). The professors I talk to and students I talk to seem to indicate that there are a lot of people dealing with it and there is not really a lot of information being shared about it (my product is unique).

"Assuming you've examined that the next thing is the flyer that leads people to the site. "

Just now figured out how to do that and I have attached my flyer.

"Students are broke and can barely buy pizza. It seems to me that going through the instructors gives you major benefits from a business standpoint. Again, just something to consider."

I have spoken with several professors and schools. They all say that they would love to have my seminar at their school but they can't spend any money (something about budget cuts.) They want it, but they can't pay me. So I figured I would sell it direct to the students 50 kids at $20 is $1000 for a 4 hour seminar. If there is a better approach, please let me know.

"Is "peace" on stage what they really want? Or do they want to overcome anxiety so they can WIN? In other words so they can play great juries, recitals, auditions, etc.? I don't know the answer....but you need to figure it out."

Right now my best guess is that what they want most is to play their best under pressure. Maybe a survey would help here (again.)

"This is where they realize you ARE them. I believe most if not all of that text should be higher on the page - and should be the main content of the page."

My goal was to tell them what is was, and give them a chance to opt in fast. A few people have told me to even open with a testimonial and then follow up with the opt in before going to my letter. I am open to changing it though.

"7 Free Lessons.....my gut says that's just not that compelling. How could you make it sound more compelling to *this* market?"

dunno - the plan was to build a list with a series of free lessons which would lead them to a live seminar (like your letters for buyers first did). But the main goal is to be teaching seminars and making a difference in the lives of those artists who are finding them selves all locked up when on stage. If there is a faster way sign me up! If there is a more profitable way, sign me up!

______________________________


"Hope this helps. Best of luck with this project. Let us know how it goes.

Ken[/QUOTE]"

hopefully I will be able to produce something (like a seminar) and be able to let you know how it goes. Of course it might take some coaching for this green horn to succeed.