Landing Page: Why do my conversions SUCK?

25 replies
Hey everyone,

Been trying to sell nutrition services through email marketing - the only problem?

I can't get any damn email addresses

I've been doing everything by the book, here is my landing page:

http://www.3weekworkout.club/

(contrasting CTA button above the fold, keeping the copy/picture the same as the Facebook ad, single opt-in, etc.)

After spending $100 on Facebook ads targeting a few different audiences, I've converted only 2 visitors into leads....

A large portion of these clicks is coming from the Audience Network from Facebook.

However, when I contact some small Instagram influencers and pay them a few bucks to post my ad for an hour or two - my conversions are crazy.

The only problem with that strategy is that it's not very sustainable - few influencers, many of whom take your money and run.

Could you take a look at my page and see if you think anything looks way out of wack?

Any tips on how to lower a CPL of $50 down to < $1?
#conversions #landing #page
  • Profile picture of the author Michael Meaney
    You're not tapping into emotion, no sense of urgency.

    "10-20 pounds in just three weeks".. I would imagine right off the bat, that anybody who knows anything about weight loss realises that 20 pounds in 3 weeks is an unsafe / unrealistic amount to lose. That might be a factor too? With that said I'm not in the weight loss niche..
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    • Profile picture of the author Ole Didriksen
      Great point Michael!

      I think you are right... The claim might be unrealistic... and when claims are made that seems too good to be true, they are viewed so by your customer.

      The solution might be to do a little research and see what is a realistic weight loss goal to attain in 3 weeks.. by looking what other competitors are offering.

      Hope this helps our friend,

      Best regards from
      Ole

      Originally Posted by Michael Meaney View Post

      You're not tapping into emotion, no sense of urgency.

      "10-20 pounds in just three weeks".. I would imagine right off the bat, that anybody who knows anything about weight loss realises that 20 pounds in 3 weeks is an unsafe / unrealistic amount to lose. That might be a factor too? With that said I'm not in the weight loss niche..
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    • Hm, interesting perspective from outside the fitness industry. I did know that a lot of people would find that claim to be unbelievable, but it really is true results from many of the people I work with. It's not too difficult for people new to working out for the first time - but 10-20 pounds in three weeks for a seasoned veteran is definitely tough/unhealthy. But I appreciate the insight, I'll split test to see if a smaller claim works better!
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  • Profile picture of the author JohnMcCabe
    Where do I start?

    How about "Free Guide ($27 value)"?

    You claim to offer a $27 guide in exchange for an email is not believable. What makes it worth $27? Why should I believe you?

    What's different about your workout guide? Why should I give you my email when I can just google "21 day workout guide" and find many to choose from.

    "Get started on losing 20-30 pounds in just three weeks"

    People don't want to get started. They want to be done. Better with a specific promise - 'Lose up to 30 pounds in just three weeks with a simple workout developed by an NCAA Division I swimmer'

    The button is fine, good CTA.

    Unless you want to provide a good reason there are only a few days left, lose the phony scarcity ploy. And the timer doesn't appear to be working (at least not in Chrome) for me it reads zeroes across the board. If others are seeing this, it could be one reason for the low conversions. I'd lose it, too.

    The graphic promises losses of 10-20 pounds, while the top says 20-30. Be consistent. The other two boxes are features, not benefits. Try some 'reason why' benefits.

    For example, can the 30-45 minute workouts be broken up to fit into a busy day? And would using body weight, cardio and weight lifting mean little to no expense, as opposed to a gym membership?

    Your offer promises losses of 20-30 pounds, yet your lone testimonial is for a 6 pound loss. Probably doesn't inspire much confidence.

    Finally, what does "Stop relying on the treadmill" mean? One of the three facets of your workout is cardio, and to many people, that means a treadmill.

    A couple of other notes...

    > Have you checked to see how your page renders on mobile devices? What looks fine on a 17"+ computer screen may be a mess on a 3x4 iphone. And with the large photo and timer script, how fast does it load? Are the form fields easy to tap and fill?

    > Minor note - you may want to try flipping your above the fold content so the form is on the right side near the scroll bar.
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    • Originally Posted by JohnMcCabe View Post

      Where do I start?

      How about "Free Guide ($27 value)"?

      You claim to offer a $27 guide in exchange for an email is not believable. What makes it worth $27? Why should I believe you?

      What's different about your workout guide? Why should I give you my email when I can just google "21 day workout guide" and find many to choose from.

      "Get started on losing 20-30 pounds in just three weeks"

      People don't want to get started. They want to be done. Better with a specific promise - 'Lose up to 30 pounds in just three weeks with a simple workout developed by an NCAA Division I swimmer'

      The button is fine, good CTA.

      Unless you want to provide a good reason there are only a few days left, lose the phony scarcity ploy. And the timer doesn't appear to be working (at least not in Chrome) for me it reads zeroes across the board. If others are seeing this, it could be one reason for the low conversions. I'd lose it, too.

      The graphic promises losses of 10-20 pounds, while the top says 20-30. Be consistent. The other two boxes are features, not benefits. Try some 'reason why' benefits.

      For example, can the 30-45 minute workouts be broken up to fit into a busy day? And would using body weight, cardio and weight lifting mean little to no expense, as opposed to a gym membership?

      Your offer promises losses of 20-30 pounds, yet your lone testimonial is for a 6 pound loss. Probably doesn't inspire much confidence.

      Finally, what does "Stop relying on the treadmill" mean? One of the three facets of your workout is cardio, and to many people, that means a treadmill.

      A couple of other notes...

      > Have you checked to see how your page renders on mobile devices? What looks fine on a 17"+ computer screen may be a mess on a 3x4 iphone. And with the large photo and timer script, how fast does it load? Are the form fields easy to tap and fill?

      > Minor note - you may want to try flipping your above the fold content so the form is on the right side near the scroll bar.
      Hey there! I'm so happy to tell you that I took all of your advice - and now I'm converting at 40%.

      I'm absolutely blown away at how just a few tweaks and adding two headlines has made such a difference.

      Do you have any advice on how to lower the CPL from Facebook traffic? I'm currently paying between $3.50 - $5 per lead which isn't too profitable for me
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  • Profile picture of the author thegreatamazing
    One more thing I can add aside from what others have said is to craft your headline nicely. Headlines are very important to catch people's attention and it will decide whether they will read the rest of the article (if it's a blog post) or they will sign up to you (if it's a landing page like you have)

    So Here's what you can do -- try to change your headline by:
    • Use the Five W's and H (Who, Where, What, When, Why, How)
      Tell them what they are going to take away from your free guide.
    • Use Neil Patel's Four U's
      - Be Unique
      - Be Ultra-Specific
      - Be Urgent
      - Be Useful

    I hope this helps you buddy
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  • Profile picture of the author aizaku
    beautiful site btw!

    you're not using your tribe's language >> use words associated in your industry


    you're not hitting any pain points >> remind your target audience why they need you


    you're not talking to HIM or HER you're talking to a crowd >> call out your ideal lead in your copy. dont be generic!

    quick example:

    Embarrassed To Take Your Shirt Off?

    Then Get My 21 Days To Lean Gains Regime Today!


    best of luck,
    Ike Paz
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  • Profile picture of the author Ole Didriksen
    Just one more thing you might do better to increase your conversions...

    You have a testimonial on your page...testimonials are powerful when
    used the right way...

    It says:

    "Since the first email, I have lost 6 pounds. I'm at 199, but was 205 when I started. I'm so excited...I feel so much better."

    So 2 tips here:

    1. You got to include more bio... or else it seems fake. ( Try to include as much contact details in testimonials as possible, if you are allowed.... Full name, City.. Country... phone number ) You get the point... the more info the more genuine it will be.

    2. Get more than 1 testimonial... as many as possible and get them to state your target customer's ultimate dream result. You do that by asking them.

    The thing is that in some cases having just 1 testimonial can be worse than having any testimonials... because it can give the negative impression... "oh... just 1 person that had success with this? I guess that others did not get any results "


    Hope that helps and gets you higher conversions

    Best regards from
    Ole


    Originally Posted by TheAmericanIdealist View Post

    Hey everyone,

    Been trying to sell nutrition services through email marketing - the only problem?

    I can't get any damn email addresses

    I've been doing everything by the book, here is my landing page:

    3 Week Workout

    (contrasting CTA button above the fold, keeping the copy/picture the same as the Facebook ad, single opt-in, etc.)

    After spending $100 on Facebook ads targeting a few different audiences, I've converted only 2 visitors into leads....

    A large portion of these clicks is coming from the Audience Network from Facebook.

    However, when I contact some small Instagram influencers and pay them a few bucks to post my ad for an hour or two - my conversions are crazy.

    The only problem with that strategy is that it's not very sustainable - few influencers, many of whom take your money and run.

    Could you take a look at my page and see if you think anything looks way out of wack?

    Any tips on how to lower a CPL of $50 down to < $1?
    {{ DiscussionBoard.errors[10850516].message }}
  • Profile picture of the author mcb247
    Hi

    A few things that you could change :-

    Firstly a more compelling headline to include the benefit of losing the weight. For people trying to lose weight 21 days seems a long time people either want instant results or be able to see the benefits.

    You have a timer under the fold but there's no time left on it so either have this working or get rid of it all together looks as though the offer has finished like it is.

    I would remove the background image and maybe have an image of the report, the main image is distracting your main objective is to get them to sign up...

    Having more testimonials is always good for conversions.

    I would change the button text to please send me the guide ... they already know they want to lose weight, you want them to get the guide not lose weight.

    These are just a few ideas I would change 1 at a time and then test you could also split test using different headlines or text or images.

    Hope this helps

    Martin
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  • Profile picture of the author aristidis
    Please reply here with the Ad text you use on Facebook
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    • Originally Posted by aristidis View Post

      Please reply here with the Ad text you use on Facebook
      The ad copy is this:

      "It's time to finally take control of your fitness.
      No more excuses.
      Click here for a free 21-Day Workout Plan created by a personal trainer to get started."


      *The the same image used on the background of the landing page*


      And this is the headline:

      Free Guide: 21-Day Workout Plan for Women

      Then a "Sign Up" button on the ad.


      ------
      I have a 1.3% CTR which I don't think is too bad, so it seems weird to me that people are clicking on this "Sign Up" ad and end up on a landing page with the same headline, and image, yet just abandon the page.

      Could the "Audience Network" be the problem? Anyone have successul lead generation campaigns where 90% of clicks are coming from Facebook's Audience Network?

      Thanks for your help!
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      • Profile picture of the author aristidis
        Originally Posted by TheAmericanIdealist View Post

        The ad copy is this:

        "It's time to finally take control of your fitness.
        No more excuses.
        Click here for a free 21-Day Workout Plan created by a personal trainer to get started."


        *The the same image used on the background of the landing page*


        And this is the headline:

        Free Guide: 21-Day Workout Plan for Women

        Then a "Sign Up" button on the ad.


        ------
        I have a 1.3% CTR which I don't think is too bad, so it seems weird to me that people are clicking on this "Sign Up" ad and end up on a landing page with the same headline, and image, yet just abandon the page.

        Could the "Audience Network" be the problem? Anyone have successul lead generation campaigns where 90% of clicks are coming from Facebook's Audience Network?

        Thanks for your help!
        Personally, from my experience, audience network is the worst possible as far as conversions. I would suggest you to make a test and completely remove audience network on your ads.
        Secondly, why not making the ad copy shorter...
        This
        "It's time to finally take control of your fitness"
        can be simply that
        "Take control of your fitness today"
        I am not 100% sure if it will work but it sounds better for me.
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        • Originally Posted by aristidis View Post

          Personally, from my experience, audience network is the worst possible as far as conversions. I would suggest you to make a test and completely remove audience network on your ads.
          Secondly, why not making the ad copy shorter...
          This
          "It's time to finally take control of your fitness"
          can be simply that
          "Take control of your fitness today"
          I am not 100% sure if it will work but it sounds better for me.
          Finally happy to hear that audience network sucks. I kept googling it and asking people about it and the only answers I could get were - "Everything on Facebook is amazing."

          Truthfully, I don't really know what the Audience Network is, and you can't really see the placement of the ad.

          You can tell I'm a total noob at this, but here's my thinking on the Audience Network:

          I work for an advertising tech company full time, where we help brands on native advertising networks like Outbrain. In terms of lead generation and conversions - native advertising is usually terrible. You have to be a world class copywriter to convert an un-targeted audience through just one blog post.

          The best strategy to use is to write a non-sales blog post that relates to the product you're going to sell. Make the headline and imagery super specific (no click bait at all - you'll be attracting the wrong audiences; low CTR can be a good thing here - it means only people that are REALLY interested in what you're saying are clicking through).

          Then on this webpage, you track them with the Facebook pixel and understand that these people were interested in your topic/industry, and then you retarget them with a lead generation form, etc.

          I think the Audience Network works similarly as Outbrain (as a native ad network) - that's why CPCs are so low; the traffic sucks. Once I finally figure out how to generate leads through this one landing page, I'll do some testing of my theory on Audience Network.
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  • Profile picture of the author zenmack
    I am having the exact same problem in the same niche. But after looking at the above landing page I see mine is very lacking. No wonder I can't even GIVE away a free program:

    https://bodybychrisarnett.leadpages....ree-abs-class/

    I've tried all kinds of stuff with absolutely 0 results. Not one email. I guess I should make a separate post and ask for help.

    I am learning from this post though. I am bookmarking it.

    Chris
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    • Profile picture of the author Sam Bearfoot
      I'll say the same to you, where's your why in this? Why do I want this? Why do I NEED this in my life?

      You're speaking to your crowd, talk to them like you would do face to face!

      Also if you have Wordpress integrate your Leadpages account and streamline that's domain, always looks a little more professional to me.

      Hopes this helps ðŸ¤"
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  • Profile picture of the author lhlouiscom
    Should you tell people more specific like what they need to do to lose that 10 pounds? But it's a great landing page.
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  • Profile picture of the author JohnMcCabe
    Originally Posted by zenmack View Post

    I am having the exact same problem in the same niche. But after looking at the above landing page I see mine is very lacking. No wonder I can't even GIVE away a free program:

    https://bodybychrisarnett.leadpages....ree-abs-class/

    I've tried all kinds of stuff with absolutely 0 results. Not one email. I guess I should make a separate post and ask for help.

    I am learning from this post though. I am bookmarking it.

    Chris
    Chris, showing a leadpages.co page in the url screams "amateur affiliate". Go to a site like Namecheap and plunk down a buck for a year of a real domain name and redirect it, or spend a few more dollars and get your own hosting.

    Originally Posted by lhlouiscom View Post

    Should you tell people more specific like what they need to do to lose that 10 pounds? But it's a great landing page.
    If it really was a "great landing page" the OP would be getting email subscribers, not advice/feedback on why he isn't.
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    • Profile picture of the author zenmack
      Originally Posted by JohnMcCabe View Post

      Chris, showing a leadpages.co page in the url screams "amateur affiliate". Go to a site like Namecheap and plunk down a buck for a year of a real domain name and redirect it, or spend a few more dollars and get your own hosting.
      I do own a ton of sites. from bodybychrisarnett.com to theabsclass.com.

      You're right if it was working it would pull.
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  • Profile picture of the author Rhadoo7
    Originally Posted by TheAmericanIdealist View Post

    However, when I contact some small Instagram influencers and pay them a few bucks to post my ad for an hour or two - my conversions are crazy.
    The page looks pretty good so all you need is more traffic (aka more people interested in your workout plan). If Instagram works like crazy, why not continue with that??

    No need to get people from Facebook if they are not converting..just focus on what's working. There are hundreds of Fitness Instagram profiles out there. And if you run out of Insta accounts...move to Twitter...and Pinterest.

    I have more than 50,000 fitness followers on Twitter, Pinterest and G+...feel free to DM me.
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  • Profile picture of the author Jayy
    If it converts like crazy on instagram just keep using that. Not sure what the problem is there are tons of accounts with large following to buy shoutouts from..

    How much opt ins have you got so far from instagram?
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  • Profile picture of the author CaptainCold
    You have to be patient, success does not come from the first attempt, or from the first $ 100 perhaps. !

    I spent 35$ with Facebook Ads to gain 4 sales.( seems to be easy, but its just a lucky hit ).
    I believe this ( Do more to gain more )
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  • Profile picture of the author bluemotion
    Originally Posted by TheAmericanIdealist View Post

    Hey everyone,

    Been trying to sell nutrition services through email marketing - the only problem?

    I can't get any damn email addresses

    I've been doing everything by the book, here is my landing page:

    3 Week Workout

    (contrasting CTA button above the fold, keeping the copy/picture the same as the Facebook ad, single opt-in, etc.)

    After spending $100 on Facebook ads targeting a few different audiences, I've converted only 2 visitors into leads....

    A large portion of these clicks is coming from the Audience Network from Facebook.

    However, when I contact some small Instagram influencers and pay them a few bucks to post my ad for an hour or two - my conversions are crazy.

    The only problem with that strategy is that it's not very sustainable - few influencers, many of whom take your money and run.

    Could you take a look at my page and see if you think anything looks way out of wack?

    Any tips on how to lower a CPL of $50 down to < $1?
    Nothing there to entice me to click on your link. Where are the benefits. What's in it for me?

    There is no incentive for me to click. Tap into my emotions, tell me why I should click on the link.
    You get the point!
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  • Profile picture of the author Sam Bearfoot
    Ok 21 day plan? So what? Big deal? You aren't telling me why this is gonna be awesome?

    That headline is so vague it may as well be transparent.

    I work in the health industry to so I know how hard it is.

    You need to add a whole lot more punch to that page as it's nkt gonna cut it among the seriously over saturated market out there?

    What's this plan gonna do for me? Why is it different from others out there? Why do I NEED this in my life?
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  • Profile picture of the author RonnyLua
    Im not in the health niche, but I think the same marketing rules applies to all verticals.

    Firstly, on the overall feel of your lander. It feels too professional. You are targeting regular people and from my experience, the more real life/uglier lander actually feels closer to heart for most people visiting your lander and will appeal to them more.


    On your ad copy, I think most contributors have already pointed out that its not clear enough and doesnt trigger your readers' emotion.

    Would be better if your headline gives a clearer action. It could be like "Spare 1 hour daily for 3 weeks to lose 20 pounds"
    And I would also use the word FREE in next line: "FREE 21-Day
    Workout Plan." That would have been more outstanding.

    The image feels too stock as well. What is your target market? Female? Male? Age group? Use images that call out your target group. That will definitely be more effective.

    And lastly, just reiterating earlier suggestions, I think testimonials will really help to give it some credibility and push more users to sign up.


    And always do A/B testing with various headlines and images. From my personal experience, the first lander is rarely the best lander. If you split test several landers, you can see what are the elements that appeal to your traffic more.


    Happy testing!
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  • Profile picture of the author Fluffyxx
    Maybe your segmentation is not a good one, you may not be reaching the audience with the ads, you are clearly reaching them with the influencers, that means the audience reacts when they see information about you, maybe your ads are not been showed to the right people.

    My suggestion: take a look at the influences audience, find out dome of their interests and use them to improve the segmentation.
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