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Quote:

Originally Posted by jdmljr (Post 9682186)

Does anyone know of any traffic sources that can guarantee a 2% average conversion rate as I have a product that wouled make a lot of money but need a good quality reliable traffic source.

It's not just about the source, but how buyers from that source relate to the offer and buying format. It's really more about tailoring your site to the audience/how your site sells the product.

Here's what I mean by that ... I have several landing pages for products that consistently convert at 11-12% on branded searches (people searching for the product by name). Sometimes these spike as high as 15%.

But that exact same page converts under 1% for non-branded searches, like people searching for the type of product, category keywords, etc. Let's say the product is a knife set ... people searching for XXX knife set, XXX cutlery, XXX knives, etc., where XXX is the brand were finding the page and converting at 11-15%. But people who were searching for more generic terms like knife sets or kitchen knives were converting less than 1% on the same page.

The landing page was literally a glorified order form ... title, hero shot, video, bullet points, order form embedded in the page. Single page checkout.

So I split the ad campaign into two parts: Kept the landing page up, and also drove traffic to the regular product page on the brand's eCommerce site (an ordinary-looking site with a traditional shopping cart/checkout) and split tested a segment of both branded and non-branded buyers to each.

In the end, the people who searched for product by brand converted better on the landing page, while the people who searched by category/keyword converted better on the traditional site (nearly 3% vs the < 1% on the landing page).

But why was there such a huge gap in the first place? Because the person searching by brand knew what they wanted - I didn't have to convince them to buy the product, I just had to convince them to buy the product FROM ME. The non-branded searchers, the ones who were just searching by category, I had to sell them on the product itself AND buying it from me.

I bring this up to illustrate that it's not so much the source of the traffic that matters, but how your offer is presented to buyers FROM that source. Traffic from different sources converts differently, so you're half way there in thinking about what a good source is - but that's only half the battle. The other half is figuring out how to monetize that source by presenting an offer that will resonate them. In my example, a hokey, infomercial-style landing page didn't work for non-branded keyword searches - they were searching for a keyword and they landed there and thought "This looks like infomercial junk" and left the site. But the people who already knew what they wanted, a concise page with a lear path to checkout yielded 11-15% conversion rates.

Think about what your customer's expectation is. If you saw your ad, what would you expect to see when you clicked it? Test a few different formats and figure out what makes your audience tick - you'll find that traffic from ANY source can convert well as long as the page they landed on matches what they expected it to be when they clicked. It's for that reason I'll usually promote completely different pages to audiences from Facebook vs. PPC vs. organic traffic. Traffic from search source brings unique buying patterns, and those visitors will convert differently - a page that's performing well for a Facebook ad might be a total loser for a PPC ad, and vice versa.

Unfortunately there is no universal answer ... you'll have to test and fine-tune this for your traffic sources vs. your offer to figure out which works best for you.