My client is getting very few leads please help

11 replies
So I contemplated asking this in various sub forums dunno which one actually as it's off line, conversion optimisation and ppc. So I have this client who sells a fantastic piece of software that competes with major software that costs huge amounts

I was hired only to create an manage the ad words campaign all of a sudden though there have been no people giving there information. The client wanted to change the landing page and went ahead without my permission so this must be the major disconnect we are generating loads of unique visitors ... It very targeted keywords yet suddenly no leads.

Please take a look at the landing page and give any advice ... and also is there somewhere I can have my PPC campaign looked maybe a service that does campaign recommendations for a fee ...

The website is Umbrella ERP Software | Affordable ERP software
#client #leads
  • Profile picture of the author ewenmack
    Are you bidding on competitors name and product names?

    And running ads like...

    --------------------------------------------------
    (keyword) Alternative. Don't buy until
    you've done a full comparison at one place
    Www.(your clients URL)
    --------------------------------------------------

    Then doing a great comparison on website?

    Best,
    Ewen
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  • Profile picture of the author savidge4
    Alfred,

    I am going to be very honest. that landing page is a train wreck.

    You need a headline... "Manage Your <insert target market here> Business Effectively with Umbrella ERP Software"

    you need a real quick snap shot of what it does.

    ERP software integrates all facets of your business operation.
    • product planning
    • development
    • manufacturing
    • sales
    • marketing
    Whatseperates you from the competition... I am going to say it is probably "price".

    is it "mobile" "cloud" "Social" "2 tiered"?

    Is it a small business, mid sized, or enterprise level solution? ( I know you have on the very bottom it can handle all of this.. but you say its targeted PPC right? )

    Are you getting the idea you have answered exactly NO questions a prospect may have in mind?

    I can tell you right now that the message delivered with the PPC to get the traffic is NOT being matched with this landing page.

    Did you know that based on square pixels per inch you have given the logo a value of 50% worth in comparison to your testimonials? Are you branding or selling?

    Why not read this: The Most Entertaining Guide to Landing Page Optimization You'll Ever Read

    Best of luck

    Originally Posted by Alfred Shelver View Post

    So I contemplated asking this in various sub forums dunno which one actually as it's off line, conversion optimisation and ppc. So I have this client who sells a fantastic piece of software that competes with major software that costs huge amounts

    I was hired only to create an manage the ad words campaign all of a sudden though there have been no people giving there information. The client wanted to change the landing page and went ahead without my permission so this must be the major disconnect we are generating loads of unique visitors ... It very targeted keywords yet suddenly no leads.

    Please take a look at the landing page and give any advice ... and also is there somewhere I can have my PPC campaign looked maybe a service that does campaign recommendations for a fee ...

    The website is Umbrella ERP Software | Affordable ERP software
    Signature
    Success is an ACT not an idea
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    • Profile picture of the author savidge4
      Ewen has made a very solid suggestion ( to be expected ) why not CREATE that comparison.. with 3 or 4 of the bigger competitors and offer it for free in exchange for name and email. start building a relationship... from the PDF you can then send them off to another landing page that asks to set up the in office appointment.

      With a PDF such as that you can then start distributing it on linkedin etc. start another focused campaign on Facebook. Publish it on reddit.

      This is basic growth hacking 101 get the software enough buzz that the guy can sell it off for millions.
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      Success is an ACT not an idea
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  • Profile picture of the author Alfred Shelver
    I am going to be very honest. that landing page is a train wreck
    Thanks for the honesty, yeah my previous landing pages did better and then the client called a web designer friend and then it all went to hell. Thank you so much for the advice and taking the time.

    Are you bidding on competitors name and product names?

    Ewan yes we are bidding on the keywords client does not want to follow that type of strategy very annoying, had a fantastic year last year with him and converting and generating leads ... Seems together client and I have messed things up. Getting great traffic from adwords just no signups and that points to the landing page for me and a disconnect from the ads to the page.
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  • Profile picture of the author Jason Kanigan
    ERP is a complex topic and not for the untrained. I've written copy for ERP providers and even as a classically trained operations management/continuous improvement expert I still had to interview their customers...to find out exactly why they bought.

    I don't know how many operations management-type guys will have seen Resident Evil, but choosing "Umbrella" and that logo wasn't the best option.

    "Umbrella ERP: Brought to You By the Raccoon City Development Team"...<sigh>

    OK let me get down to business.

    Your headline is Corporatespeak. It says nothing, using a lot of big words.

    Using a decent vocabulary may be a good place to start given your potential viewership. These are likely college-educated folks who are either accountants or factory management types. But there has to be some "bite" in that headline.

    What situation could they be in that your software is a transformative solution for?

    The color choice is poor. In Photoshop, Paint.net or whatever art program you use, pick a color you like and get its hex code. Paste this into a page like RGB Hex HSL HTML | Colour Calculator | Colour Scheme Tool

    This will give you a (several, actually) complimentary color scheme(s). No more guessing.

    Your slider testimonial/quotes area is acceptable...I would like to see the titles of the people giving them. Seeing that they are from "someone like me" will magnify their impact. In the professional world you are selling in, this is important for credibility. Also do your best to ensure first and last names are included. First name only says to me you made it up.

    The bullet points at the bottom are, like most of the points in the slider above, FEATURE-driven. Dull. Don't tell me how having this software will change my life.

    Not many people are qualified to write copy for ERP systems. The topic is complex and software can be bloody boring overall. The net result of implementation can be a blizzard of work orders nobody follows because human beings figure they are smarter than the machine. Using ERP software takes discipline, and not just one executive's discipline but that of the whole company.

    When you sell software like this, there are several people to get the buy-in from: the chief executive, the CFO/accountant, and the production manager. Your copy has to speak to each of them because you don't know who has landed there first. Another option is to ask the question, and direct each to an individual lander focused on their situational issues.

    Head off to Youtube and search for Simon Sinek Start With Why. Aww heck, I'll just paste it here


    Finally, get a screenshot or two or a VIDEO of the software up there, not the box!! I want to SEE that it's easy to use, not just have you tell me!
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  • Profile picture of the author bones46
    Not sure this is about your landing page setup. It appears to me that you are not getting the right message in front of the right people - thus no matter what you do on your landing page, it will not work.

    You have to better understand and define the customer you are targeting then go after them. The shotgun approach will not work here.
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  • Profile picture of the author Peter Lessard
    I won't bother addressing what your sales pitch should be on the landing page.
    Suffice it to say whoever designed that page has no clue what they are doing.

    What I will address is the process that is completely broken with your client.

    One day you have a sales page and it is getting sales.
    Client runs off and changes the sales page and now no sales.
    Now I bet there is finger pointing as to who the problem is, you managing the PPC or the sales page.

    To be honest the person that should be trying to figure out what is wrong is the guy that came up with that landing page and the client. If they want you to figure it out they should be paying you to do that.


    Anyway...

    1. NEVER just change a sales page. You split test a sales page change to see if A or B is doing better. Obviously here the first step is to go back to the original sales page and see if that fixes the issue.

    2. Do not work with a client if you don't have their full cooperation and if that lack of cooperation will have a final result of you being blamed for the results.

    I would ONLY manage a PPC campaign if the most I was held accountable for was clicks/visits/costs. If a client wants me to be on the hook for conversions they would need to give me control of the copy/split testing etc..

    There is a golden opportunity here. Personally I would tell the client this is what happens when you approach marketing in such a disjointed fashion and offer a comprehensive solution. "Mr. Client I have no idea why the person you retained would not split test or design a landing page this way. It goes against best practices. If you wish to retain me to not only manage your ppc but also your split testing and conversions I would charge you X. Beyond controlling both elements I do not feel I can be of value to you and will terminate your PPC management on X.
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  • Profile picture of the author joshril
    This lander needs an overhaul...

    I have no idea what your ads are targeting, so that would come into play with any advice given, but some quick tips on your lander...

    The headline doesn't tell me anything specific... I really don't know what the benefit to me is by using your ERP?

    Is it better? Why?

    Will it save me money?

    What exactly is it going to do for me?

    Why should I keep reading past the headline? What's in it for me?

    Also, your bullets are below the fold and I had to look to find them...

    You need to hit them with a strong headline that immediately engages the visitor and encourages him to continue reading.

    I got bored with your headline and wanted to close the page...

    Not to mention, your bullets don't really tell me anything...

    Also, the colors, design, etc. are a bit tough on the eyes...

    I would recommend you hire a copywriter and designer to work on your landing page... if nothing else, get LeadPages or something to clean this up... you still need a copywriter though.

    Happy to help if you want to give us some information on the campaign, who you're targeting, etc.

    Thanks,


    Josh

    Originally Posted by Alfred Shelver View Post

    So I contemplated asking this in various sub forums dunno which one actually as it's off line, conversion optimisation and ppc. So I have this client who sells a fantastic piece of software that competes with major software that costs huge amounts

    I was hired only to create an manage the ad words campaign all of a sudden though there have been no people giving there information. The client wanted to change the landing page and went ahead without my permission so this must be the major disconnect we are generating loads of unique visitors ... It very targeted keywords yet suddenly no leads.

    Please take a look at the landing page and give any advice ... and also is there somewhere I can have my PPC campaign looked maybe a service that does campaign recommendations for a fee ...

    The website is Umbrella ERP Software | Affordable ERP software
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  • Profile picture of the author Vincentbre
    You may need to think about buying targeted visitors from reliable traffic suppliers. E.g. Webtrafficgeeks or Maxvists can offer you targeted visitors for many different niches.
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  • Profile picture of the author Rus Sells
    This perhaps should go in the conversion optimization sub forums? There's a lot of qualified people who also may be able to help you that never visit this section of the forums.
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  • Profile picture of the author Alfred Shelver
    Would like to thank everyone for their helpful replies I just got back from the client and we are going to implement many changes. Yeah this client has paid a lot for over a year and yet changes and never listens to me and conversions have fallen drastically and yet the PPC results are doing very well .. So was good to have some input and thank you all again.
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