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Sales letter, lenght and conversion rates...

by TheGodfather
9 replies
Well I'm also doing a research in sales letters, I read a book on writing some and I must say that i really liked it (I'll check it out if the author permits the distribution of the book and upload it somewhere for all of you to download, free of charge of course).

Well basically I'd like to know what is the average conversion rate on a Sales letter, and how long does it have to be, does the rule of the proportion of the price and length apply or is that just some crap that some books give out to mislead the readers?

Thanks in advance,
TheGodfather
#conversion #lenght #letter #rates #sales
  • Profile picture of the author Scott Murdaugh
    There's no such thing as an average conversion rate.

    The sales letter, the market, the product and the traffic/list all play a huge role in conversion rates.

    Some short sales copy sells like crazy (Checkout Amazon for millions of examples) and in some cases you need to explain the product in great detail, hence longer sales letters.

    There is some data to indicate that the higher priced the product, the longer the letter needs to be, but there are no hard and fast rules.

    A sales letter being too long is rarely an issue. It's a sales letter being too boring that kills sales. If the prospect is interested, they'll read long copy until they have enough information to buy.

    The simple answer is "Test Everything".

    -Scott
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  • Profile picture of the author GeorgeRoberts
    Conversation rates vary big time depending on what you're selling, how targeted the leads are, and the niche your selling in. People will tell you that average conversion rates are between 1.5-5% but in reality that's only in the "Make Money Online" niche (and that's still only an average).
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  • Profile picture of the author TheGodfather
    well what, in your experience, would be a "normal" conversion rate, above 5% or below it, I'm just wondering so i know how good can i actually get at making conversions, i.e. if I'd get for example a 7% conversion rate in a highly targeted and popular niche (for example i only bid on one keyword, and that's my only traffic that i get) is that a good conversion rate to have and be proud of or could it be improved?
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    TheGodfather

    Perception is reality

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  • Profile picture of the author Scott Murdaugh
    There isn't a "normal" conversion rate.

    I recently read that Amazon converts 10% of their visitors.

    I've promoted dating offers that convert at 20%. I've promoted downloadable tool bars that converted at over 30%. I've promoted zip submits that converted near 50%.

    I've had information products convert anywhere from 1.5% to over 9%.

    You don't know if you don't test. There isn't an "average".

    -Scott
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    • Profile picture of the author TheGodfather
      Originally Posted by scottspfd82 View Post

      There isn't a "normal" conversion rate.

      I recently read that Amazon converts 10% of their visitors.

      I've promoted dating offers that convert at 20%. I've promoted downloadable tool bars that converted at over 30%. I've promoted zip submits that converted near 50%.

      I've had information products convert anywhere from 1.5% to over 9%.

      You don't know if you don't test. There isn't an "average".

      -Scott
      well Scott I appreciate what you are saying, I agree with you on this... the main point is that I'm on a limited budget here and I'm about to launch my first project so i want to know what kind of conversions are there in the business that is what is the minimum conversion that i should be satisfied with. I am just doing my homework so that i can estimate the conversion rate (something "normal") to calculate with so i can approximately estimate my nett earnings to invest in the business again... I have this constant drive for expansion in my head... must have come from all those strategy games i played a lot where I'd take the first opportunity to gather stuff then expand, then gather some more stuff and expand again and then take over everything...
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      TheGodfather

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      • Profile picture of the author Joshua N. Rabon
        Originally Posted by TheGodfather View Post

        I am just doing my homework so that i can estimate the conversion rate (something "normal") to calculate with so i can approximately estimate my nett earnings to invest in the business again... I have this constant drive for expansion in my head... must have come from all those strategy games i played a lot where I'd take the first opportunity to gather stuff then expand, then gather some more stuff and expand again and then take over everything...
        What you want to do is hold off on calculating your net earnings(counting your chickens), get the salesletter up, track conversions and try to improve it.

        Say you have a squeeze page, salesletter, and a short auturesponder series. Once you get that up, you want to split-test, track results and try to increase the conversion rate of each one till you hit a ceiling on all three.

        Every time you improve conversion rates on all 3 by as little as 5-10% each you see huge jumps in profit.

        And Scott is right there is no average.
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  • Profile picture of the author LB
    On average...1% is a standard conversion rate all things being equal I've found. This is for fresh traffic going to a sales page and the conversion being a sale.

    Through tens of thousands of transactions of my own products and affiliate sales I basically aim for 1% and improve it from there.

    If you are promoting to a list that knows you or if you have some other sort of leverage then it can be higher.

    If I were selling a product straight traffic (like PPC-->sales page) I would base all my numbers around that 1%.

    A conversion rate of 5% with fresh prospects to the sale of a product via a single page sales letter (standard IM stuff) means you could be a copywriter or your offer is just that darn good.
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  • Profile picture of the author TheGodfather
    thanks for the feed back LB, i appreciate it. This info is a valuable asset so aim for 1% then improve if a PPC -> Sales page but higher if PPC->page -> newsletter -> sales letter... I'll try to keep that in mind, thanks a bunch
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    TheGodfather

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  • Profile picture of the author TheGodfather
    you are absolutely right on that, calculations won't earn me money...
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