Any suggestions for improving conversions for this site?

[reflections]

Hi, do you guys have any suggestions for increasing sales and opt in conversions for this site?

A&R Live Hookup: Get Live Feedback from Record Labels...Guaranteed!

Although I can see how creating an effective landing page(s) can improve their customer base, I don't think that simply creating landing pages (and email campaigns) and directing customers to the homepage, hookup registration page, or directly to their order page will necessarily lead to increased sales conversions. Particularly since the existing copy is not converting as well as it could be.

Based on some conversations I have had with some of their customers, it seems like people who visit seem confused as to what this service actually provides, and after you explain in to them they seem surprised and happy that this type of service exists and is offered.

If you have any specific feedback on copy that can be improved, design layout (e.g. add opt in form above the fold) etc. that could improve sales and opt in conversion, that would be appreciated.

Thanks a lot

[mjbromley]

Hi Reflections,

On first view of your site I too was confused as to what you were offering. I think one cardinal rule you have broken is that you don't have an attention grabbing headline. When you land on a page you want to know exactly what it is about in seconds, otherwise the back button is clicked. Then after the headline it needs to be explained more clearly what the service is offering and how you go about using it.

I presume this service is one where you pay a fee upfront and this will ensure that your own music track is listened to by a rep from a recod company in order to get a deal? If that is what your site offers I really had to work at deducing that.

Mike

[Daniel Scott]

Traci,

As you hinted, I believe the #1 problem is that the site doesn't really know what's going on when a visitor hits their site... all problems have to be addressed after this one is fixed.

Do people know this company? What they do? The kinds of service they offer?

More importantly, are they aware of the benefits said service offers, or how it will improve their careers?

What kind of music does it work with? How does the company ensure your type is music is getting listened to by the right people? Etc etc.

I think you need to go a little more direct response with this copy. Have a big, benefit-laden headline. I'll try and do one:

"How Would You Like to Get Your Music Heard AND REVEIEWED Live and in Real-Time From the Biggest Names in the Music Production (such as ..., ..., etc) [or whatever phrase you should use here] Industry In Just 72 Hours?" {or whatever time frame is accurate}

That headline isn't great, but it's a start, right?

Then talk about how dog-eat-dog the music industry is. How hard it is to get your stuff listened to, and how even if you do get it listened to, no one has the time to tell you what you need improved.

Then present your offer. I mean, those are some big names with LOTS of experience and a HELL of a lot of contacts right there. The product is good. All you have to do is sell it.

Then you can try and answer objections whilst directing people to take the desired action - possibly to make a call or send an email so the staff can give them the best possible chance at getting them in front of the right people, all free of charge of course (ie. you can build a list and get a point of contact for someone to sell them a session).

I'd still have it somewhat informative, not JUST long copy (as in have some kind of navigation with an FAQ, prices, contact us, about us etc MAYBE - test this) but I think this would work.

-Dan

[tomw]

As well as has been said above, if you want opt ins, you may want to include an actual oft in form, along with offering something for the data, on your page.

Thomas

[reflections]

Originally Posted by mjbromley

Hi Reflections,

On first view of your site I too was confused as to what you were offering. I think one cardinal rule you have broken is that you don't have an attention grabbing headline. When you land on a page you want to know exactly what it is about in seconds, otherwise the back button is clicked. Then after the headline it needs to be explained more clearly what the service is offering and how you go about using it.

I presume this service is one where you pay a fee upfront and this will ensure that your own music track is listened to by a rep from a recod company in order to get a deal? If that is what your site offers I really had to work at deducing that.

Mike

Hi, thanks for your feedback! Excellent comment on the headline. I think his intent was to have the text below "We Guarantee Your Music Heard By Record Company A&R" as his headline. I'm not sure why it's offset below though. I'll pass along your feedback (note: this is my friends/associates site and I am trying to help him out).

Another good observation you made is about explaining things more clearly. I think that was his intent with the "Easy as 1-2-3 section" but I think you're right and that needs to be more clear. He explained it to me so that's why I got it, but your right, new visitors coming to his site may be forced to put too much effort into trying to figure out what he's selling. Thanks again, take care.

[reflections]

Originally Posted by mjbromley

Hi Reflections,

On first view of your site I too was confused as to what you were offering. I think one cardinal rule you have broken is that you don't have an attention grabbing headline. When you land on a page you want to know exactly what it is about in seconds, otherwise the back button is clicked. Then after the headline it needs to be explained more clearly what the service is offering and how you go about using it.

I presume this service is one where you pay a fee upfront and this will ensure that your own music track is listened to by a rep from a recod company in order to get a deal? If that is what your site offers I really had to work at deducing that.

Mike

Hi, thanks for your feedback! Excellent comment on the headline. I think his intent was to have the text below "We Guarantee Your Music Heard By Record Company A&R" as his headline. I'm not sure why it's offset below though. I'll pass along your feedback (note: this is my friends/associates site and I am trying to help him out).

Another good observation you made is about explaining things more clearly. I think that was his intent with the "Easy as 1-2-3 section" but I think you're right and that needs to be more clear. He explained it to me so that's why I got it, but your right, new visitors coming to his site may be forced to put too much effort into trying to figure out what he's selling. Thanks again, take care.

[reflections]

Originally Posted by Daniel Scott

Traci,

As you hinted, I believe the #1 problem is that the site doesn't really know what's going on when a visitor hits their site... all problems have to be addressed after this one is fixed.

Do people know this company? What they do? The kinds of service they offer?

More importantly, are they aware of the benefits said service offers, or how it will improve their careers?

What kind of music does it work with? How does the company ensure your type is music is getting listened to by the right people? Etc etc.

I think you need to go a little more direct response with this copy. Have a big, benefit-laden headline. I'll try and do one:

"How Would You Like to Get Your Music Heard AND REVEIEWED Live and in Real-Time From the Biggest Names in the Music Production (such as ..., ..., etc) [or whatever phrase you should use here] Industry In Just 72 Hours?" {or whatever time frame is accurate}

That headline isn't great, but it's a start, right?

Then talk about how dog-eat-dog the music industry is. How hard it is to get your stuff listened to, and how even if you do get it listened to, no one has the time to tell you what you need improved.

Then present your offer. I mean, those are some big names with LOTS of experience and a HELL of a lot of contacts right there. The product is good. All you have to do is sell it.

Then you can try and answer objections whilst directing people to take the desired action - possibly to make a call or send an email so the staff can give them the best possible chance at getting them in front of the right people, all free of charge of course (ie. you can build a list and get a point of contact for someone to sell them a session).

I'd still have it somewhat informative, not JUST long copy (as in have some kind of navigation with an FAQ, prices, contact us, about us etc MAYBE - test this) but I think this would work.

-Dan

Your feedback is very helpful, thanks! My understanding is the Record Label A&R's know this company and are happy to provide musicians with feedback during the organized hookup calls, because it's an efficient way of bringing new talent to them. I think the problem is that musicians who come to his site are not clearly understanding what this service is about as you correctly pointed out.

I think you're right that the benefit is not clearly understood. When the service is explained over the phone they are pleasantly surprised on what this service is about but your right, they are not getting the same takeaway from visiting the site.

Another good observation, he lists the types of music the record label A&R is looking for in each hookup meeting, but I'm not seeing a complete listing of the genres supported. I think there is a page on the site somewhere that has this information, but I think this information needs to be more prominent.

More great feedback on the copy, I agree. He does have FAQ's contact us etc. but based on what I'm seeing and your comments, it looks like the information needs to be better packaged. I'll definitely pass this information along. Thanks a lot!

[reflections]

Originally Posted by tomw

As well as has been said above, if you want opt ins, you may want to include an actual oft in form, along with offering something for the data, on your page.

Thomas

Thanks for the feedback. I agree that he needs to test adding an opt in box above the fold. Right now I just see a "join email list" link. I'm not sure of how large his subscriber base is, but I imagine an opt in box should really help with his conversions.