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Do I suck at conversion or ... ?

by 4morereferrals
4 replies
... am I doing ... O.K.?

NON - IM niche. Insurance Agents and brokers niche.

Im trying like hell to get more traffic to this sales letter page and see whats up - but I DO suck [outloud even ] at driving traffic.

So, I think this stat from google analytics is a bit confusing for me. If I understand this stat - it tells me Ive had 105 unique visitors to this page for the period in question. 3/16/09 - to date. Or is it 175 or 294? Bah!

So far - 4 sales from 3/16/09 - to date. $97 eBook product

The vast majority of this traffic has come from one pretty targeted FORUM [ not WF ] 80% of the participants are certain types of ins agents - 20% are the exact targets Im after. I have to create another product for the other 80%

Anyhow the product is an ebook for the niche. I've been told the sales copy is legit [sure it could be improved ] Im not sure I should be happy with the sales with that amount of views. I think the copy is ok because the avg time on the site is 5 mins. It doesnt take that long to read it :-) They must be thinkin long and hard about pulling the trigger!

Its a $97 report, that I am releasing to specific territories ONLY. You have to QUALIFY to get it. I'm keeping it exclusive by territory - and I know that will decrease conversion - but there is a real reason it needs to be done. There is plenty of fish in the sea for this - guess I just need to get more to swim thru my nets?

Not sure what to make of these stats and what my actual ratios are. Id like to JV with some guys in my niche that have lists of Insurance Agents.

Thoughts?

#conversion
  • Profile picture of the author markcarraway
    With a price point of $97 it should be fairly simple to have a very lucrative PPC campaign for this project.

    I don't know what your margins are like, but if they are as good as I expect (and I hope for you they are) you should be able to bid for top placement in Google searches, so if you take the time to get your keywords right, you should be able to convert a substantial amount of traffic.

    You don't say if you are using pay per click at all, and I know a lot of people are afraid to try it, but with the right price point, and careful keyword research it is one of the best ways to drive carefully targeted traffic to your site.

    Good Luck!
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    • Profile picture of the author 4morereferrals
      Mark,

      Thanks very much for your input.

      I have done NO PPC to date and am rather apprehensive to try to be honest. I just need to branch out I guess.

      I wanted to see if organic traffic methods would make it convert. Thats kinda why I posted the screen cap there to see if the # of views/visitors was in an acceptable range to pump things up a little bit Depending on what figure you focus on in the stats its either 1 or 2 % conversion. I didnt feel that was very good.

      What do you mean by this:

      so if you take the time to get your keywords right
      The price point is fine I guess. Its my product and its digital eBook so - yeah there's a bit of room for PPC costs :-)

      Looking at these stats above - do I need to work on the sales page or just drive more eyeballs on it first and then see?

      My plan is:

      Generate about 25 sales
      Invest in a killer minisite landing page
      Invest in the copy
      Invest in re working the product copy to make it way over deliver
      Work on the the Upsell Copy at the end of the report
      Invest in Dl Giard / RAP
      Create an affiliate program
      JV
      Create more products for the niche[s]

      Just need to get this one moving first ...

      Thanks again,

      Steve
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      • Profile picture of the author markcarraway
        By taking time to get your keywords right, I mean several things. I am thinking particularly of an Adwords campaign, but really with any PPC effort, you are going to bid a certain amount that a click on a particular keyword. Since your ultimate goal is to sell a product, you want to be sure that when you pay for a click that that click has been basically prequalified as a potential customer for your product, so using carefully selected keywords is the key to success.

        For example, your product is related to insurance. You could bid on the keyword insurance, and I am sure that a single click with that keyword would likely costs hundreds of dollars, but it's not very well targeted... a person searching for insurance could be looking for car insurance, or health insurance, or looking up something about insurance on the black jack table!

        Good keywords would target your product specifically and should cost much less per click because they are more narrow. ("Insurance Marketing Report" would be an example) and the more you can hone your keywords, the more effective AND cost effective PPC becomes.

        However, finding the right keywords is usually a process... you try, you fail, you tweak....

        I am no PPC expert, but I hope this helps. There are likely others here who are much better at this than me.
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  • Profile picture of the author warrior 2009
    well you have 175 unique views and based on a 4 sale thats A 2% CONVERSION rate, pretty decent i must say, maybe tweek up your SALES PAGE or do an extensive a/b campaign and see which is better conversion, also focus on how long each stay on your page as well, hope some of this info was helpful
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