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Video Squeeze Page Conversion Confusion!!!

by SeanyG
10 replies
Hey WF All Stars!

I have a video squeeze page that I am driving traffic to from my blog and from adwords.

I am not selling IM products, I sell info products to a small niche of DJs.

I had this video squeeze page collecting both names and emails. It was converting between 20-40% on a daily basis with the average being 25%. A friend of mine that is one of the biggest names in IM comes along and picks apart my system. He says that I will increase my conversions if I take out the name and just take emails.

At the same time I am getting a lot of unsubscribes after the first email (15%). So I post a question here asking why. The CEO of aweber says its becuase "people are entering fake email addresses to get your content. You need to make it clear that the visitor has to enter their real email address to be able to get the content emailed to them".

Accordingly I added some text under the optin form that says "The insider DJ videos will be sent to your email so you have to submit your real email address!"

To summarize I made two changes: 1) Took out name field hoping to increase conversion & 2) added text to encourage visitors to enter their real email.

The result?

Conversions plummeted over the last week. Now its converting between 10 - 16%. I went from getting 40 - 50 subscribers per day to 10 -20 subscribers per day.

I don't understand. Dropping the name field from the opt in box is suppose to increase conversions. Can someone shed light on why conversions tanked? Is it because now I don't have people submitting fake email addresses?

Should I go back to the old page? Should I be split testing the different changes?

Any advice you can give is appreciated!
#confusion #conversion #page #squeeze #video
  • Profile picture of the author rhelaine
    i would say people want instant gratification...not wait for an email to come.
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  • Profile picture of the author Chris_Willow
    It all boils down to your niche. Dropping name field may increase conversions in IM arena, but outside that it may not. Same for video.

    Anyways- thanks for sharing the stats

    Chris
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  • Profile picture of the author indexphp
    How about you don't give them what you promise until they confirm. If people are unsubscribing, then you may need to re-think your offer.
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  • Profile picture of the author Jesus Perez
    UNDO the changes. Every site and niche is different. It's clear you need that to avoid the freeloaders.

    The nice thing about the name field is the personalization in the email. That helps lower unsubscribe rates.
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  • Profile picture of the author jasonl70
    I think the problem may be when you added the "submit your real email address" part.

    I have a few lead generation websites for offline clients, and the conversions went UP when I removed any and all "we hate spam" sort things from the form - I think it was because it actually planted that seed in their mind. Maybe what's happening in your case is that you're starting to plant a similar seed by drawing attention to the email?

    FWIW - I have always experienced an increase in conversions by dropping all fields besides the email one.
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    • Profile picture of the author Loren Woirhaye
      Originally Posted by jasonl70 View Post

      I think the problem may be when you added the "submit your real email address" part.

      I have a few lead generation websites for offline clients, and the conversions went UP when I removed any and all "we hate spam" sort things from the form - I think it was because it actually planted that seed in their mind. Maybe what's happening in your case is that you're starting to plant a similar seed by drawing attention to the email?

      FWIW - I have always experienced an increase in conversions by dropping all fields besides the email one.
      I agree with this line of thinking. I try not to "hate" anything or anybody -
      so that form of language is just plain bad marketing for me anyway because
      my stuff is rooted in my vales.

      On one site I have a thing under the opt-in form that says "of course
      I don't spam - don't be silly" (but it's not just a squeeze page)

      I contend (as a copywriter) that you elicit objections and reasons
      not to respond by the context in which you handle them. Since
      salesletters are one-way communication you DO want to handle
      reasonable objections and concerns from a real prospect - but there
      is no point in raising an obscure "crackpot" objection like "don't be
      afraid I will spam you. I hate spam - blah, blah" - in which case you
      have to really look at your target market.

      Some gurus like to end their opt-in videos with the "I hate spam"
      speech, but in general those are targeted at a broad market of
      people who may have fears about email marketing and identity
      theft.

      The fact that your DJ "prospects" entered false emails in such
      great numbers tells me, ironically, that they probably aren't
      concerned about spam so much as they are snot-nosed punks
      who just want to see what they can get for nothing.

      Here's what you should do:

      1. remove all "elicitations" from your squeeze page. Assume your
      viewers know it's a squeeze to get their stuff. Put a privacy
      page link at the bottom if you want too, and a "contact us"
      page too, to show you are legit. But on the main squeeze page
      just sell 'em on what the goodie is. Let 'em enter a bogus email
      if they want.

      2. After they enter their email, bogus or not, they go to your
      confirm page - and here's where you tell 'em again, with BULLETS,
      all te juicy stuff they are gonna get in their free report. All
      they have to do is check their email inbox and confirm (I use
      single opt-in so I skip this step) and then they'll get the link
      to get their free "how to get all the money and chicks you can
      handle as a DJ" report.

      I bet you'll see the false emails pouring-in, but when those
      bozos read the next page many will go back and opt-in with
      a real email.

      Remember: many of your prospects are punks. You'll have to
      trap them into complying with your system.
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      • Profile picture of the author SeanyG
        Originally Posted by Loren Woirhaye View Post

        I agree with this line of thinking. I try not to "hate" anything or anybody -
        so that form of language is just plain bad marketing for me anyway because
        my stuff is rooted in my vales.

        On one site I have a thing under the opt-in form that says "of course
        I don't spam - don't be silly" (but it's not just a squeeze page)

        I contend (as a copywriter) that you elicit objections and reasons
        not to respond by the context in which you handle them. Since
        salesletters are one-way communication you DO want to handle
        reasonable objections and concerns from a real prospect - but there
        is no point in raising an obscure "crackpot" objection like "don't be
        afraid I will spam you. I hate spam - blah, blah" - in which case you
        have to really look at your target market.

        Some gurus like to end their opt-in videos with the "I hate spam"
        speech, but in general those are targeted at a broad market of
        people who may have fears about email marketing and identity
        theft.

        The fact that your DJ "prospects" entered false emails in such
        great numbers tells me, ironically, that they probably aren't
        concerned about spam so much as they are snot-nosed punks
        who just want to see what they can get for nothing.

        Here's what you should do:

        1. remove all "elicitations" from your squeeze page. Assume your
        viewers know it's a squeeze to get their stuff. Put a privacy
        page link at the bottom if you want too, and a "contact us"
        page too, to show you are legit. But on the main squeeze page
        just sell 'em on what the goodie is. Let 'em enter a bogus email
        if they want.

        2. After they enter their email, bogus or not, they go to your
        confirm page - and here's where you tell 'em again, with BULLETS,
        all te juicy stuff they are gonna get in their free report. All
        they have to do is check their email inbox and confirm (I use
        single opt-in so I skip this step) and then they'll get the link
        to get their free "how to get all the money and chicks you can
        handle as a DJ" report.

        I bet you'll see the false emails pouring-in, but when those
        bozos read the next page many will go back and opt-in with
        a real email.

        Remember: many of your prospects are punks. You'll have to
        trap them into complying with your system.
        I think you could be onto something here Loren. Thanks for the idea.

        I will try doing just that. Take off the text regarding the real email address and will build up the free product they're going to get on the thank you page.

        All markets are different but it seems like common sense that if you ask users to submit less you will get more of them opting in. I don't think that 18 - 22 year old DJs have a desire to submit their name.

        I think the answer here is split testing!
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    • Profile picture of the author SeanyG
      Originally Posted by jasonl70 View Post

      I think the problem may be when you added the "submit your real email address" part.

      I have a few lead generation websites for offline clients, and the conversions went UP when I removed any and all "we hate spam" sort things from the form - I think it was because it actually planted that seed in their mind. Maybe what's happening in your case is that you're starting to plant a similar seed by drawing attention to the email?

      FWIW - I have always experienced an increase in conversions by dropping all fields besides the email one.
      Jason,

      I agree with this too. I never thought about this. Thanks for the tip!
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  • Profile picture of the author SeanyG
    If anyone else has similar experiences please let me know!
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  • Profile picture of the author bestIMtools
    The only thing that makes sense is go back to what you were doing and now you know the new way of doing it doesn't work. At least you tested it.
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