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The Beauty in a Crap Conversion Rate

by Shon Chris
3 replies
Ok so lemme ask you a question.

Whats your favorite color? Is it blue or is it red, or is it purple or is it indigo....
Whats your favorite color?

Ok now...lets go slightly further with this.....

Whats your TYPE? Ya' know when someone says he/she IS or ISN'T my type.
Whats your type?

Ladies => Do you like short, chubby guys with thinning grey hair?
Guys => Do you like tall, leggy blondes with BIG...ok you get the idea.

NOW....the question is ...WHY?

Why do you like purple or blue or indigo or whatever?

Why do you like short, bald & UGLY men?

Why do you like curvacious, exotic looking women?

WHY?

Kinda hard question(s) to answer if you really think about it.

So what the hell does this have to do with 'Crappy Conversions'

Ok...so heres the deal.

Lets say you created a new product...you got the sales pages done and now you're all ready to go.

And for the sake of discussion lets say you drive some paid traffic to the
sales page to get the wheels turning, so to speak.

You drive 1,000 units of traffic to the sales page and after its all said and done... you evaluate the numbers and once the smoke clears you find that you were only able to garner a .3% (thats point 3) conversion rate.

Thats a measly...pitiful 3 sales out of 1,000 unique visitors to your sales page...that CONVERTED. Notice, we haven't mentioned anything about the dollar value of each of those conversions....we're only talking about the actual number of conversions.

For many of us, a .3% sales conversion would be horrible...a complete and utter failure of the highest magnitude (melodramatic ).

And theres where you'd be absolutely wrong.

See...in just the same way you can't explain why you may like a particular color or why you have a certain preference/type of man or woman ...its hard to explain why some people buy and some people don't buy.

Did they buy or didn't buy because of the background color of your sales page?

Did they buy or didn't buy because the headline did or didn't strike a chord with them?

Did they buy or didn't buy because of your 'Guarantee'?

See........the beauty is not in knowing WHY some bought and some didn't.

The beauty lies simply in the reality that SOME bought.

And as i've always believed and practiced....if you can get SOME to buy....you can get MORE to buy.

Yes, if you haven't already figured it out...alot of this has to do with psychology.

Why we do what we do and why some will and some won't.

A crappy conversion rate is sorta like the nerdy girl with plastic glasses, pigtails and kneesocks who nobody wants to ask to the school dance, only to discover that with a little make-up, pretty hairdo and a sexy dress...that same nerdy girl is drop-dead gorgeous.

Heres my point...a crappy conversion, in most cases, isn't some anomaly.

You simply need to spend the time testing & tweaking and testing & tweaking your sales page and/or process some more until you ultimately change your crappy .3% converting sales page into a beautifully gorgeous 2,3,4% plus converting sales page.

So..next time you launch a product out of the gates and run into a CRAP conversion rate...don't be dismayed. And don't consider it a worthless project.

On the contrary...get friggin' excited. Get SUPER AMPED.

Ultimately...the point is this...you don't have to understand WHY you have such a crappy conversion rate ?

Your only concern is to focus on the fact that SOMEBODY, SOMEWHERE, wants what the hell you've got to sell.

Now, build on that.

Testing,Tweaking & Optimizing will handle the WHY.

Thanks for reading.
#beauty #conversion #crap #internet marketing #product launch #rate #traffic
  • Profile picture of the author Steve B
    Originally Posted by Shon Chris View Post

    Ultimately...the point is this...you don't have to understand WHY you have such a crappy conversion rate ?
    Isn't that the whole purpose of studying and learning how to do Internet marketing - to learn and understand why our offers are profitable or not profitable? Isn't that the reason we test and track . . . just so we can avoid what you call a "crappy conversion rate?"

    Originally Posted by Shon Chris View Post

    See........the beauty is not in knowing WHY some bought and some didn't. The beauty lies simply in the reality that SOME bought.
    I'm not buying into this craziness. I care if I get a lousy conversion - I never want it to happen so I do all I can to avoid a trickle of sales. I am never satisfied "in the reality that SOME bought" as you say. There is no "beauty" in a losing offer, not in my world.

    Steve
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    Steve Browne, online business strategies, tips, guidance, and resources
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    • Profile picture of the author Shon Chris
      Originally Posted by Steve B View Post

      Isn't that the whole purpose of studying and learning how to do Internet marketing - to learn and understand why our offers are profitable or not profitable? Isn't that the reason we test and track . . . just so we can avoid what you call a "crappy conversion rate?"

      I'm not buying into this craziness. I care if I get a lousy conversion - I never want it to happen so I do all I can to avoid a trickle of sales. I am never satisfied "in the reality that SOME bought" as you say. There is no "beauty" in a losing offer, not in my world.

      Steve
      Look. There are MANY products that are launched out the door that don't even garner a 1% conversion rate. And how can you even go about "avoiding" a crap conversion rate until you've gathered the necessary data in the first place so that you can begin tweaking and optimizing.

      The point of my post is to not be dismayed when your results are miniscule from the outset.

      The idea is to NOT see this as a failure but an opportunity to IMPROVE by Testing, Tweaking & Optimizing accordingly.
      ----

      Call it what you will. I never said you shouldn't care. If that were the case i'd just say be happy with whatever you get.

      What i've clearly stated is that you should get excited even with theres the slightest modicum of success. The reason why is because you'll at least know that SOMEONE wants what you have to sell and you can build on that...no matter how small or insignificant your initial results are.

      Let true testing, tweaking & optimizing reveal the WHY?

      Ultimately the point is theres TREMENDOUS opportunity in small results. Don't be discouraged. Improve and Build on those results.

      Thanks


      Shon Chris
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      • Profile picture of the author shane_k
        Originally Posted by Shon Chris View Post

        The idea is to NOT see this as a failure but an opportunity to IMPROVE by Testing, Tweaking & Optimizing accordingly.
        I think you should have said this more clearly in your first post.

        I do like your line of thought though.

        And I totally understand that you are trying to reframe the way people see a lousy conversion rate.


        I do the same kind of thing with mistakes and failure. I tell my niece and nephew that mistakes aren't permanent. In fact mistakes are lights pointing you in the right direction that you need to go.

        if I were to build upon what you said I would tell someone, ok you have a lousy conversion rate. Over there in group A are the few people who bought your product. And over there in group B are all the others who didn't.

        Now you have some choices.

        You can use testing and tweaking in 2 specific ways.

        Either you can cater to group A and figure out what made them buy, and use your testing and tweaking to find more of those type of people in Group A.

        Or

        You can figure out not why the people in group B didn't buy but what is it they were looking for that they wanted to buy but you didn't have and then create that product the specifically targets their needs.

        Either way your crappy conversion rate is leading you to other opportunities.
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