Getting Conversions

Emp · 8th Mar 2015, 06:59 AM

Hi Guys,

need some advice.

I've got an email marketing platform. Similar to mailchimp.

I've tried mainly SEM and FB ads. And optimised for conversions with pixels implemented on my website. (budget around US$30 per day)

I noticed FB gives me tonnes of visits, and sign ups. (i've got a free plan)
But the sign ups hardly convert to paid plan. Even if they sign up for free plan, they don't use the service. I've tweaked fb ads targeting interests such as email marketing and mailchimp, 25 - 45 age group

I'm trying SEM now. With keywords like email marketing, free email marketing, mailchimp competitors, bulk email marketing. Email campaigns, e-newsletter campaigns, etc etc. I'm getting about $0.5 per click, hardly any sign ups (even free ones)

Any suggestions how I can improve this? My packages are pretty competitive compared to mailchimp, vertical response, etc.

Here's my landing page -> sendrespond.com

Appreciate if I can get some advice on what I can do with $30 per day. If I could get a paying customer each week, it would be a big improvement already.

Thanks

dburk · 8th Mar 2015, 07:38 PM

Hi Emp,

If you calculate the lifetime value of a Mailchimp customer they are probably worth hundreds, or even thousands, of dollars per customer. If you are paying only $0.50 per click then you are probably bidding low and your ad positions may be too low to be effective. Try running a test where you target the top ad positions to see how much impact that has on conversion rates.

You are in a niche where brand name and reputation matter, a lot. If you look at your analytics data you are likely to see that most of your conversions come after a half dozen, or more, visits to your website. Assuming that is true, your direct response campaigns are actually serving as branding and awareness campaigns. If that is the case then you should shift your marketing approach to address this need. You can setup branding and awareness campaigns that give you more bang for your buck and then use your direct marketing to reel in the branded search traffic to get higher conversion rates.

Branding and awareness campaigns target your audience during an earlier phase of the buying cycle, where the cost per impression is much lower and you can reach millions of potential users at an affordable price.You can then followup your branding campaigns with remarketing (retargeting) campaigns that bring users back again and again to your website. This combination of branding & awareness ,followed by remarketing, and then branded keyword response campaigns can be highly effective in a brand sensitive niche like this one.

Naturally, you will want to implement a conversion optimization process as soon as you traffic begins to flow from your marketing efforts. One thing you might test is an explainer video in the hero unit section of your landing page, the right video could make a significant positive impact on you conversions.

As far as customers using your service after signup, a couple things come to mind. If you are targeting existing Mailchimp customers you might be running into issues where you service doesn't offer the same features. One of the biggest advantages that Mailchimp customers enjoy are the many integrations that exist for the Mailchimp service. I did not see any integrations offered for your service. Consider offering an API and create a few integrations with popular services like Google Analytics, Zapier, Cloudwork, Salesforce.com, Insightly, Magento, etc.

The other thing to consider regarding usage after signup is to develop an awesome user on-boarding process. Your on-boarding process is the key to happy customers that use your service, especially for a free trial or a freemium type of service. I recommend that you look into developing an on-boarding process that delights your users and includes some of the latest concepts like gamification.

Here's a great article on Customer Onboarding

yoangov · 9th Mar 2015, 02:41 AM

dburk has given you some serious things to consider in the future.

About conversion rate optimization, you are also missing some key points

1. There isn't a USP. "Grow Your Business With Effective Email Marketing" is not unique, and doesn't get my attention at all. It's completely invisible.
2. Because of point 1., the 5 lined text under your headline is also invisible. Noone will ever read it.
3. The image on the left is your dashboard I guess. It cannot be clicked, and I bet if you put a clickmap on it, you will notice people trying to click it. This is a good place for a video.
4. "Sign up for free" gives me very mixed signals. Personally it makes me thing that the service is free, like for good... Perhaps this is the reason why your signups almost never convert into paying customers. You are paying for traffic, and therefore you want to be as clear as possible so you don't end up wasting money.
5. The background image is too dark, and completely unrelated

And that's just the header (your most important part)...

Scrolling down I noticed you have a bunch of stuff before the pricing. (Including Why chose sendrespond)

8th Mar 2015, 06:59 AM	#1
Emp Active Warrior War Room Member Join Date: 2012 Posts: 82 Thanks: 6 Thanked 4 Times in 3 Posts	Getting Conversions Share on: Hi Guys, need some advice. I've got an email marketing platform. Similar to mailchimp. I've tried mainly SEM and FB ads. And optimised for conversions with pixels implemented on my website. (budget around US$30 per day) I noticed FB gives me tonnes of visits, and sign ups. (i've got a free plan) But the sign ups hardly convert to paid plan. Even if they sign up for free plan, they don't use the service. I've tweaked fb ads targeting interests such as email marketing and mailchimp, 25 - 45 age group I'm trying SEM now. With keywords like email marketing, free email marketing, mailchimp competitors, bulk email marketing. Email campaigns, e-newsletter campaigns, etc etc. I'm getting about $0.5 per click, hardly any sign ups (even free ones) Any suggestions how I can improve this? My packages are pretty competitive compared to mailchimp, vertical response, etc. Here's my landing page -> sendrespond.com Appreciate if I can get some advice on what I can do with $30 per day. If I could get a paying customer each week, it would be a big improvement already. Thanks

8th Mar 2015, 07:38 PM	#2
dburk VIP Warrior Join Date: 2005 Location: Tampa, Florida Posts: 6,367 Thanks: 329 Thanked 1,620 Times in 1,285 Posts	Re: Getting Conversions Share on: Hi Emp, If you calculate the lifetime value of a Mailchimp customer they are probably worth hundreds, or even thousands, of dollars per customer. If you are paying only $0.50 per click then you are probably bidding low and your ad positions may be too low to be effective. Try running a test where you target the top ad positions to see how much impact that has on conversion rates. You are in a niche where brand name and reputation matter, a lot. If you look at your analytics data you are likely to see that most of your conversions come after a half dozen, or more, visits to your website. Assuming that is true, your direct response campaigns are actually serving as branding and awareness campaigns. If that is the case then you should shift your marketing approach to address this need. You can setup branding and awareness campaigns that give you more bang for your buck and then use your direct marketing to reel in the branded search traffic to get higher conversion rates. Branding and awareness campaigns target your audience during an earlier phase of the buying cycle, where the cost per impression is much lower and you can reach millions of potential users at an affordable price.You can then followup your branding campaigns with remarketing (retargeting) campaigns that bring users back again and again to your website. This combination of branding & awareness ,followed by remarketing, and then branded keyword response campaigns can be highly effective in a brand sensitive niche like this one. Naturally, you will want to implement a conversion optimization process as soon as you traffic begins to flow from your marketing efforts. One thing you might test is an explainer video in the hero unit section of your landing page, the right video could make a significant positive impact on you conversions. As far as customers using your service after signup, a couple things come to mind. If you are targeting existing Mailchimp customers you might be running into issues where you service doesn't offer the same features. One of the biggest advantages that Mailchimp customers enjoy are the many integrations that exist for the Mailchimp service. I did not see any integrations offered for your service. Consider offering an API and create a few integrations with popular services like Google Analytics, Zapier, Cloudwork, Salesforce.com, Insightly, Magento, etc. The other thing to consider regarding usage after signup is to develop an awesome user on-boarding process. Your on-boarding process is the key to happy customers that use your service, especially for a free trial or a freemium type of service. I recommend that you look into developing an on-boarding process that delights your users and includes some of the latest concepts like gamification. Here's a great article on Customer Onboarding
	* Get Results - Outsource Your PPC Management \| * Don Burk Advertising & Marketing - www.donburk.com

9th Mar 2015, 02:41 AM	#3
yoangov Advanced Warrior War Room Member Join Date: 2011 Location: ConversionLand Posts: 670 Thanks: 25 Thanked 77 Times in 73 Posts	Re: Getting Conversions Share on: dburk has given you some serious things to consider in the future. About conversion rate optimization, you are also missing some key points 1. There isn't a USP. "Grow Your Business With Effective Email Marketing" is not unique, and doesn't get my attention at all. It's completely invisible. 2. Because of point 1., the 5 lined text under your headline is also invisible. Noone will ever read it. 3. The image on the left is your dashboard I guess. It cannot be clicked, and I bet if you put a clickmap on it, you will notice people trying to click it. This is a good place for a video. 4. "Sign up for free" gives me very mixed signals. Personally it makes me thing that the service is free, like for good... Perhaps this is the reason why your signups almost never convert into paying customers. You are paying for traffic, and therefore you want to be as clear as possible so you don't end up wasting money. 5. The background image is too dark, and completely unrelated And that's just the header (your most important part)... Scrolling down I noticed you have a bunch of stuff before the pricing. (Including Why chose sendrespond)
	I generate high quality leads for your business, PM me!