How to turn 4% conversion to 10% conversion

Hi there Matt,

There's several things going on with your page, but let me start with some of the more obvious ones:

You're lacking in compelling sales copy. You don't have to slam people with your pitch, but your page somewhat drags right from the start. For example: "My name is Matt" does not interest me in your product.

You need to pull in your reader right away and immediately start showing them how your service benefits them. That's not to say you shouldn't flash your credentials around the page, but the way you're doing it right now is not sales-inducing.

The white on light blue text is hard to read, so I don't bother reading it. Never do light text on dark backgrounds, it's been shown to convert below Dark text on light backgrounds.

There's too much wording clustered together. You want to break up your ideas to 2-3 sentences max.

Now, 4% isn't terrible if it's cold traffic- how are you currently getting traffic to your site? PPC? SEO?

Well the thing is, your teacher angle is a little weak.

People might look at that and think, well I just saw something similar to this and it was certified by someone with a Phd, blah blah blah....

I would recommend spicing up your story a bit and making it sound a little more experienced while still sounding believable.

One last thing, also try to make a general situation where a teacher/parent could be in and mold it as best as possible to suit the most of your visitors so as soon as they begin to read they already feel as if the product is made for them.

Hope that helps,

Steven Patterson

Hire someone to write your sales page to increase conversion. Well worth the investment!

I like your content, but I don’t like your site’s appearance. You should make it glad, colorful, because it is for parents and students. The colors you use are too ‘dead’. Give life to your page.

Perhaps a picture with happy students would improve it a lot. This is my opinion. If I was looking for a solution for my son (for example) ‘who hates math’, I would feel better if I would enter in a colorful website that would make me feel happy for finding the solution I need.

Parents are near their children, and children are very alive creatures; they like colors. Their parents are involved in this mood. When you are a parent you become a child again with your children.

The same is true also for teens. They like colors, music, magic things.

(BTW, my son is already 26 years old, and fortunately I don’t have the math problem now.)

Hi Matt, your page has major layout problems...frankly if you are getting 4% conversion to relatively cold traffic, you could ramp that up even more.

I never thought I'd say this about 'blue' color but it doesn't work here. Background would work better (for sales) in white.

As Danielle mentioned all the subheads in white DISAPPEAR on the blue anyway ..and changing to orange is not the right fix...BLACK will at least be readable. Plus, this page, at least in Firefox, loads too wide. I have scroll to see it all.

Technically you have a 3 column sales page!....that's hard to make work 'cause the focus goes all over. The big positive is the VIDEO, very well done. I'd do a lot of rebuilding around the video, and editing of the copy as well.
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Bruce

I concur on the coloring and the layout.

I think you need to find a sexy hook to get people reading. Think of the informercials for YOUR BABY CAN READ. As a parent I immediately thought "WOW! That would be cool" and was compelled to watch on.

What is the ONE SECRET that you have that when you teach it the students and parents are amazed? I watched something on TV this morning about Singapore Math. Never heard of it but I stopped what I was doing to learn more.

Create a story that engages the reader. The Us vs Them is always a popular story. Especially in education. The USA is falling behind in tests. You have the answer so little Johnny isn't a statistic. And will get that coveted job that HIS parents want for him.


And to that point, know who is reading your stuff. I assume it is probably parents that want to get their kids to improve math skills. So talk about the results that they will see (remember, it was 'YOUR Baby can read.' not, Hey Baby You Can Read")

Something to try is the principle of consistency (see Robert Cialdini) where you get the reader engaged and clicking through to the story.

Have a link like NEXT PAGE> at the bottom and break the story into chunks. Think like a TV Drama. They usually have some compelling reason to stick thru the commercial break and pick up the story.

Create a mini cliff hanger that gets people to click thru to find the answer. Once they have clicked the first page, if your story doesn't get super boring, they will continue.

Then make a strong call to action.

Finally, I would split test that page against a different model (like above for example). Use the existing page as the control and try and beat the 4% conversion. I would make the 2nd page radically different than the existing one as you try and get it to 10%+. Once you get there, then you can start to normalize the A/B Splits by doing simple things like changing headlines or making a different offer. See Google Website Optimizer for info there.

I hope those ideas help. PM me if you want to chat some more.

Cheers,
Darren

I run a math games site, so I see ads for math tutoring and etc all the time, you either need to go 100% professional or you need to go with the fun and easy approach.

Now bear with my logic here for a second and I think you might like it. Parents are the ones buying your stuff, they are the ones that are going to have to use it their kids. Obviously the parents are not dumb for wanting to further their kids knowledge on math and etc
but possibly they are the tired overworked kind they want to find something that will be fun and easy for them to use with their kids too, one look at your site and I know the person that is going to be reading your site has to be very serious about educating their kids on math.
I think if your were to make your program and site look more fun and simple to use then you might increase your conversions dramatically off of impulse buying due the the initial thought that is conveyed by your presentation "Well this will be fun and easy, where's the buy button?" (Note: im not sure what your age group is I didnt read your site)

Also this is going to be really nitpicky but I don't think your actor in the video is the best seller for the general audience, he's a good actor and all but I don't think his look is helping you sell your product all that well. Try no actor, just use his voice, try a mascot. Even Sylvan learning center doesnt show a spokesperson on their site, just kids. Good luck