lestatega

Hi thanks for checking out to see if you can assist with my project, I have a great website in the Parenting niche. However the advertising to my targeted keywords is very expensive $3~5 that makes impossible for me to advertise in adwords and facebook ads an be profitable

Here it is my landing page http://protect.nanny.io/device/
Here it is my shopping cart Nanny.io: Parental Control WiFi Access Point – nanny.io

with that in mind please look at my website and tell me. How I could drive traffic. The only idea that i have is to start creating quality content an build my SEO however this will take a very long time.

Many thanks

Chris Lee

How about Reddit advertising? You'll be able to get clicks for $0.10 and it's pretty targeted and high quality traffic.

I've done it a few times and was always impressed by it.

Follow my journey to $10,000/month with Adsense.

savidge4

Looking at the homepage. there isn't anything there that specifically is addressing the issue it fixes. what does it do? it makes surfing safer for your kids. How does it do it? it allows you the control over what they can, and can not see. Its like having a cyber nanny 24 hours a day. Your USP could just be so much stronger.

Here is the thing.. you are targeting women. you need to think and write to THAT audience. As stupid as this sounds you need to invest some time, as in a good amount of time over at etsy.com and read product descriptions. You will understand after you read a few.

between your home page and your product page, I see there is subscription, and the first year is free.. how much is it after that? And if this is a piece of hardware... why would I pay yearly anyways?

In the checkout process... I have found on average most people will not click "buy now" if they do not know what the shipping amount is. or is your shipping free? I might actually play with that price structure. 99. with shipping and say 129.00 with FREE shipping. ( Free shipping is a great motivator )

The social links on the product page. test it.. but many tests and white papers on the subject say they decrease conversion at that stage. I would actually flip the buyer confidence seals from page one,, with the social indicators on page 2.

You currently have one item? I wouldn't add to cart.. I would us the term "buy now", and by-pass the cart. - you currently have a non working search function? again 1 product what is there to search?

If there are no color selections other than black... loose the option. people will think your site is not working and move on.. yes they will!

Your product page needs way more information. what's in the box. set up instructions. look to tigerdirect.com for inspiration as to what amount of information needs to be there.

I personally would move the cart icon down into the nav bar, to decrease the top spacing on the page and get more in the fold as it were.

In terms of targeting on facebook. I would not target "parents" as much as I would go after females 18 to 60 or so. Probably can target that market for cheaper.

Hope that Helps!

Jarvis Edwards

A good start as far as your landing page is concerned, would be to include a headline that invokes emotions in your visitor. What makes someone emotional? The fear of loss; harm to their child or unknowingly putting their child in "harms way."

So the current headline reading:

"Protect Your Kids with a 24/7 Cyber Nanny"

..is not strong enough to be placed at the top of the page, right over the call-to-action button. Here's an example of what might convey your message more effectively, and get more people to read further and/or take action:

"Over 54% of Children Victimized by Cyber Crime Had No Internet Protection Software Installed on Their Home Computers"

Jarvis Edwards - Copywriter & Marketer

lestatega

Yes you are right Look I have started working on the squish page and I was playing with that angle

http://protect.nanny.io/tips

Thanks
EG

savidge4

Another angle you could go with this product is going after wives with guys that watch porn all the time. they could without him knowing block that from being viewed at home. LOL

lestatega

The only medium that i know that could be that target it to wifes is Facebook. Do you know other ways to find that kind of traffic?

1) Moms
2) Wifes
3) Parents

Many thanks for your help

savidge4

I would straight go with females 18 to 60 or so. I would split run "boyfriends" and "husbands" might even try "signifigent other" At that point just because I could I would actually flip that and target males with "Wives" ads

charby5770

Can you tell us what your keywords are?

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charby5770

I think you would do well blogging on parenting sites and develop your signature.

it's free but takes time.

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nexxterra

I agree with above, but if I was you, I would find as many of these parenting blogs and websites and place your ad directly on the site, You will be charged a monthly or cost per 1000 fee, but you are in front of exactly who you want to be in front of.
A quick email to a blog or website asking for their ad rates can work well.
Is this YOUR product? what about offering an affiliate program?
Additionally, get your conversion rate up as high as you can and make sure that when a person clicks on an "ad" they are sent to the correct page or part of page that matches the ad they clicked on.
There is no such thing as a perfect conversion page for every ad you place, you need to keep everything "flowing" in a forward direction towards the check out.

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dburk

Hi lestatega,

I think you may be making a mistake in writing off AdWords and Facebook as viable marketing channels for your product. The place where most people are looking to find a product like yours is definitely Google Search, that is where you need to be advertising.

According to data collected by Wordstream, traffic from high commercial intent search terms are twice as likely to convert from an ad click as they are from an organic listing, so you are likely to get a lot more sales from AdWords than you can expect from SEO. You also have a lot more control over your targeting and ad positions in AdWords than is possible with SEO, which again helps to generate more conversions while optimizing for profitability.

I took a quick look at your website, and at some AdWords data, and believe that you can get some highly targeted traffic with high commercial intent in the $1 - $2 range. After a couple of rounds of optimization you could likely get CPCs much lower.

Something you might not realize is not every advertiser pays the same amount for an ad in the same ad position, for the same keyword. Quality Scores are a huge factor in determining how much you pay per click. So while you might have been paying $3-$5 per click, a competitor might have been paying only $0.50 per click for the exact same ad slot, due to a superior Quality Score. AdWords is a competitive auction and you compete, not only in what you are willing to bid, but in Quality Scores which are a bid multiplier.

A lot of the advice you have been given so far has centered around your sales copy. That is certainly one way to improve conversions, however there is much more that hasn't been mentioned that might help. For example, you seem to be selling a single product, yet the checkout process on your product page is designed for an online store with many products that could be added to the shopping cart. Since you have just the one product, change it from an "add to cart" button to a "buy now" button that takes users directly to the checkout page. That change alone could increase your conversions by as much as double your current rate.

I see that you do take users directly to checkout on your sales letter landing page, which is good, however the button text reads "Click HERE- You Family Deserve This". Not only does that go against every best practice I know of, it sounds more like a threat than a call to action. I actually felt a little bit intimidated by what mysterious thing would happen to my family if I accepted the dare presented by your button text.

Think about it... you point out all the bad things that could hurt your family, then say "Click HERE- Your Family Deserve This" That's a bit ambiguous as to what happens if someone dares to "click HERE". Am I going to launch an attack on my family by clicking "HERE" ?

I suggest that you use button text that makes it clear what users can expect will happen when they click. You don't want to be vague or ambiguous with your Call-To-Action text. If you want someone to "buy" then tell them to "buy" don't get squeamish and say "click here". And don't use words like "this" in your call to action, it's too vague. Use a proper noun instead of the ambiguous term "this".

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savidge4

Something like "Protect Your Family with NannyIO Buy Now"

savidge4

Here is what interests me with this thread. This is really a big boy product. As in mainstream amazon and every store in the world should have this product. yet we are on the Warrior forum discussing your site.

We are talking about a no hassle no techy mumbo jumbo firewall for the masses here. Plug and Play network control for home and small business alike.

We are talking this should be $1,000,000 + a year without question.

dude.. seriously if this is YOUR product. you need to stop skimping on the build of your site. Any amount you pay today would could and should come back 8000 fold.

dburk

Hi savidge4,

While that is definitely an improvement over the current text, sometimes we can over think it. The more text we add to a buy button the more cognitive work users must do to understand the CTA.

Often you just can't beat the clarity of a simple "Buy Now", or "Add to Cart" button text. As Dr. Flint McGlaghlin is often heard saying "Clarity trumps persuasion". The cognitive momentum gained by the use of short "clear" button text can easily be undermined by clever creative button text that slows down cognitive momentum.

At the very least I would recommend split testing the button text against simply "buy now" wording to confirm the expected conversion lift, as we don't always see what we might expect, hence we test.

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* Don Burk Advertising & Marketing - www.donburk.com

Mikesweeney

I think your main question was on "how to drive traffic". Did you try Google's "display" network instead? The display network is usually cheaper. I'm sure there are plenty of parenting sites on there. In addition, after you find out what sites are converting, you can do direct buys with them for "premium" traffic and better R.O.I. Then you can try scaling by demographics -- and then you'll have a S*** ton of traffic. **If the offer, funnel and copy is good.**

afakih2002

How about $0.1 for search engine clicks?PM sent

ewenmack

Can you name 3 big time sellers similar
to what you?

Load them up into similarweb.com and see
where they are getting traffic from.

If there are few results then your market
is very small and may not be viable.

Best,
Doctor E. Vile

savidge4

Finding out where newegg and Cisco and netgear get traffic is probably not going to help much.

I said it once already this is a big boy product. there is without question a market for it. at the same time there is a need for some education as in Software vs Hardware etc.

From what I have seen he is blowing the price point. Definitely needs to test and see if he can increase his price $20 to $60 Some of these are in the $400 range NetGear has one at $140 and these are wired routers with the added benefit. so a stand alone firewall is technically worth more, not less.

Again like I said before this is really not just for mommy protecting her kids, this can move right into small business with ease. If he is getting these made, I might consider developing a NannyIO for business... same insides with a different outside casing.

lestatega

@savidge4: I am completely agree with you this is a great product. However I had no luck selling it Online as you have describe it requires a little of education for parents. I am a Software Developer not a marketer. I have invested already good amount of time and money in the creation of the product. And it works very well. I have a good vendor that has manufacture the Hardware.

I am really please that you guys are giving me good feedback. However I have tried Google Adwords, Search, and Facebook I have already change and tweak the landing page probably about 20 different versions. Send traffic and getting Zero conversions.

And yes we could bump/upgrade the hardware to make it for suitable for business. However I thought that was easier to market to parents than business. The Keywords that we were focusing it was

netnanny
parental control software
parental controls

EG

savidge4

I would say those keywords are uh uh uh crap... sorry. you are selling a firewall correct? basically a VPN? help me out here. - again do you see how I am having to ask these questions? You are saying yourself there needs to be some education... are you offering it?

Look at the products in your market space. look at how they are written up.. not so much how they are sold, because they are on big sites.

If you keep the information level high, and dumb down the language for mommy to understand. she will look at your product and say they look at the netgear product ( sells for $140 ) your page should speak to them directly and not AT them in some geekified foreign language.. that is targeting.

Look at the netgear product here: NETGEAR FVS336G-200NAS ProSafe Dual WAN Gigabit Firewall with SSL & IPsec VPN - Newegg.com SPECIFICALLY look at the product image. how many cat-5 plugs does that have? how many does yours have? Mommy friendly yes? I am assuming since you are a software developer that there is a setup function? wouldn't mommy like to see a video of that process?

HOW can you cut the FRICTION to purchase? we are talking tech here. its scarry stuff... unscarry it! I have pointed out the biggest hurdle by far already ( # of cables )

Answer some mommy questions. can it be used with satellite internet? can it be used with DSL? can it be used with Cable modem? Does it block content by site or content rating? is there online or phone support for setup?

"I have this black box that will protect your family... its only $99 free shipping buy now" that is how you are selling this right now.

There is a story behind this product correct? TELL THE STORY. I will bet you are a concerned parent and had the ability to do something about it. SELL THE PASSION - it protects my family... it will protect yours!

Ill say it again.. you are laying on a gold mine here.. you know that.

Hope that Helps

PS seriously get the SITE right, not just the page. look into getting your product on Amazon, and look at Google Shopping - then release the small business version and start at it all over!

Oziboomer

Sorry...late to the party...another slightly skeptical parent here...

...sorry if I offend also...as I don't mean to attack or critique anyone personally.

I really haven't studied your market to closely but I am a parent with young kids so I guess I fit your demographic. I've also got older kids like 21-25 who grew up online as things developed.

My insights.

Parents who care about their kids really monitor web access and are fairly quick to act if there is something offensive that they don't want the kids viewing.

Many parents use online content to pacify unruly kids.

Parents who are highly religious or impose very high morals on their kids wholeheartedly believe their kids are already protected by a higher power. They already restrict access to the internet and or filter what their children watch, see or learn.

I'd like to quote Ewen's observation

Now that contradicts what savidge is saying
I'd say the market is there but there is a whole swathe of parents just "Paying Lip service" to protecting their kids and in reality they are just temporary custodians and don't necessarily have either the financial ability to pay anything extra out of their meagre income for protection....or they only care when something happens to their family.

They may pay for education....

They may pay for entertainment...

They may buy more alcohol...

...but...

Do they pay for something restrictive to their freedoms?? I suspect..no...

The God fearing ones don't believe their children would access anything bad.

The ones who look after their kids believe they can do it without additional expense.

The ones who don't care....well they don't care.

To get traction the copy need to single out the perfect prospect...

Maybe it is the female market as Savidge suggests.

I'd suggest it goes further to be the Parents with just "one child"

The Single Parents who may have to divert their attention from the kids occasionally to make ends meet.

Those sort of targets.

That or you go whole heartedly after a specific segment and I won't call anyone out here but you could et up your adwords and ad groups to really hit the right prospect and send them to specific landing pages for each target group.

It is more work but it would convert better.

AffProdNr1

I hope you're joking. The site is dull and the design doesn't fit the product. With design like that you can sell some educational stuff not safety related product.

First you should make the visitor feel that their child is in danger while surfing the Internet - a picture of a scared child plus some real or made up statistics [red color, 'danger' sign etc.]

Then go with something like 'Do you love your child? Do you want it to be safe?' and throw in the description of your product.

Or something like 'How much is the safety of your child worth to you?' and some reference to the price.

savidge4

Lets look at https://www.opendns.com/ as a start here. they have protection for both Home and business. granted the product is not the same, but the core idea is. this is what the SITE should look at the very least. ( Responsive II Theme could do this and its free )

granted the article is a bit dated but the CONTENT is very relevant, and I believe the prices have remained much the same for the SOFTWAR solutions they provide. Remember the pricing is for a period of time, not a one time fee. Keep Your Child Safe Online | PCMag.com

Lets look at Net Nanny... $40.00 a YEAR - $59.00 a year with 5 devices. look at the navigation. look at all of the questions that parents may have that they are answering. NOTICE off to the left they are high lighting that they are Windows AND Apple compliant!

Return of investment is made in less than 2 years here. YOU are saving families MONEY over a short period of time. Put up a 2 year limited warranty and REDUCE friction. I am sure as needed you will update correct? Updates for LIFE - FREE.

Another thing... all these things are software correct... yours is hardware. think general public perception.. which is better; software or a hardware solution?

Now lets look at a CRO term - USP they are software... you are hardware. you are cheaper in the long run ( in less than 2 year )... you are compatible for both mac and pc devices... there are no limits to how many items you protect...

The right page. the right amount of data and content to remove the friction and the buying decision becomes a no brainer.

And please please please stay away from the fear crap. you want happy safe kids on your site

ewenmack

So who's making money in this niche?

Answering that question serves 2 purposes...

1 Is it a viable market

2 Track what they are doing

Haven't seen this fully answered in this thread.

Best,
Doctor E. Vile

savidge4

In the business sector of this.. the clear leader is Cisco. ranging from what $200+ up? into the tens of thousands. On the consumer end there is a "SOME" hardware solutions. being produced by NetGear and a couple of others. they are in the $140+ range and home units can go into the thousands as well.

Most of the clear competition as I see it is in the software only sector and there is NO QUESTION the market space is viable. There would not be in excess of 200 different varieties if that were not the case. These options go anywhere from Free to just short of $100 a year.

You really start looking at these products... and they only cover " Home* " use. as in there is NO difference in coverage and protection using a hardware device or a software solution. Taking a software protected device way from the "Home*" internet connection negates the coverage IE you travel you have no protection.

This is what I see to be the biggest point of education ( aside from setup and use ) Software would be "perceived" as covering away from the home network, but look at most of the software solutions details and that is not the case. Like I stated before all things being equal which would be perceived as superior protection Hardware or Software?

Part of the issue in answering "Track what they are doing" is you can go in and buy many of these solutions at your local electronics store ( I looked today Walmart has them, Best Buy has them, Staples has them ) Marketing a mainstream product is different than marketing a start-up. I have said this already as well. he is in the position that he needs to develop a SITE and not just a sales page, and get his product to mainstream market.

From a buyers perspective,there is I would consider an infinite amount of trust thrown in once the product is found elsewhere other than your site. Above and beyond "CRO" we are talking about marketing here. how many online and retail outlets can you get this into?

ewenmack

"Track what they are doing" was referring to
track what the biggest players are doing.

What ads they are running, how long they have
been running them for, what keywords are they using,
where are they running them, what landing pages
are they using for each keyword, is there are upsell,
is there a bundling of a package, is there downsells,
is there re-marketing to non buyers?

The big players may be able to out-spend everybody
else due to having a better method to get high customer
value.

That's why it's good to go through the sales
process of the biggest players and see what
they do out of sight of spy tools.

Best,
Doctor E. Vile

PBScott

Almost no one ever makes a profit from adwords. It takes years to really refine an AdWords campaign into its maximum potential. After 4 years we started to break even from the people who come in through AdWords, now we make a small profit. Thank goodness that isn't our only avenue.

Watch your keywords, and delete the ones you lose money on, add negative keywords, and find new keywords, and eventually you might make money.

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savidge4

Ewen,

Don't get me wrong I know what you are saying. but in this case the market is so mainstream those things really are not there. it would almost be like selling a bar of soap.

The OP is in an interesting spot the segments "best" keyword would be "Parental Control Software" but he is using hardware to do this.. so "Parental Control Hardware" produces competition such as: iBoss Internet Parental Control Router hell of a landing page... you have to really look to get the pricing of the product.

But the reality is your average router can do all of these things IF you have the technical know how to set them up correctly.

A bit easier on the setup side and you get into "VPN's" this term is more of a business term for the same product.

I don't run BS computer security crap like Mcafees or Symantac or Nortons or AVG.. they ALL have software solutions for this. so how they actually market the concept I don't know taking a look at Nortons as an example.. I had to "Look" to find "Nortons family Premier" again software based and here is the page for it Norton Family Premier squat for information.. but hey its only $49.00 ( that is per year if you click to buy, they kind of let you know that )

By far and away it appears that net nanny would be the biggest fish in the pond their ppc lander is here: Net Nanny Parental Controls | Net Nanny. nothing to spectacular here other than the social foot stamp that is present. hard to argue with the news outlet list and industry awards.

I walked through their purchase process without buying... there is nothing - no exit intent. even outside of the cart.. there is no "join our mailing list" - nothing. They are at what I call the point of "big retail" they don't care.

aspiepower

It was all a bit heavy and very tecchy.... mum just wants to know paedos aren't grooming her kids while she's baking cakes (or, most likely, playing online bingo).

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smedia11

This is what I was thinking - create an atmosphere where the reader feels the threat to their child is real.

IMHO most parents are blissfully ignorant of the dangers posed by the internet. You have to make them keenly aware of exactly what is lurking around the digital corner.

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AzzamS

My advice to you is some good old fashion (internet) marketing. WARNING: work required, will pay off huge dividends.

1) Go find articles/content pieces that have done exceptional well in your niche. How to use parental controls on iPhone and iPad: The ultimate guide | iMore has 39 referring domains providing 157 backlinks, find more so you have similar content that equate to about 1,000 referring domain.

2) Create an awesome piece of article/content better than what you find but on the same baseline and then email or use social to connect with the websites that linked to the other content pieces.

Hopefully, they will appreciate your content and see it for what it is and share amongst their visitors and networks. Likewise, reach out to the big sites making a huge noise about the content piece you have created and asking them to shout it out.

Using VAs from odesk.com, etc to find parental sites, email addresses, social network credentials, etc and reach out to them. Before you know, everyone is talking about your content piece and sending traffic your way. You reap the rewards in organic search and social. Capture them into an autoresponder and you good to go.

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Timothy James

Hey Lestatega, you can create a short Video Clip (40s-1m) that is:
-Fun to share
-Useful enough to share
-It's must include something that high light your product
-Include the website to buy your product at the end (ex: Buy now, discount 70% at www.abc.com)
Then share it to parental forum, facebook group, youtube, reddit,...
You don't need to make it too proffesional, just fun enough, and make they think "WOW, this product is great", so they can share it to their friend.
When you don't have big budget, viral is a great marketing strategy

Nicketas

(Author. Artist. Social Media Maven. Life Coach.)
{Free Yourself.}