Greetings and help with my funnel

allendehl · 2nd Jul 2015, 03:11 PM

Hello folks,

I'm super excited to have found this forum. I am an insurance agent in FL that is trying to use Facebook ads, at first, to create a steady quality flow of leads.

Though I'm a total newbie, I've read a lot about it and I believe I have a grasp on the concepts. I am already putting some to practice and have had some success but still struggling in the goal: conversion.

I've created several campaigns and have being able to tweak my ads to get a steady aprox 1.5% CTR(not excellent but decent). The problem is that my conversion of the landing page is zero.

Below is the ad that I'm running now, as well as the link to the landing page. Would you mind help me figure out what is wrong with either one that is not closing the loop?

Any help, critics, info...is greatly appreciated.

Facebook Ad

URL for the landing page(most of my traffic comes from mobile, so this is the mobile version):
Login | Instapage

As I am a/b testing, you will more than likely see only one version. Below are the two versions of the page:

Version C
Version D

Thank you!

savidge4 · 2nd Jul 2015, 06:45 PM

If we go here: https://en.wikipedia.org/wiki/Coral_Gables,_Florida and use this as a demographics base.. we understand there are roughly 20,000 homes in the target area. We can run over to Zillow real fast and see that there are 600 +/- homes for sale. we can also determine that 50%+ of your market is Hispanic/Latino in nature.

Using this data and looking at your landing page I could suggest that based apon demographics you are hitting somewhere in the 20% range based on the Images in your lander alone. Based on the male to female ratio being 50% either way I might try a female 20 something Hispanic female and see where that gets you first.

The next thing we would look at is the text matching in the bait offer as compared to the lander. In this case it does. we just discussed the image issue. So next is the call to action. we cant see that part. I will assume you have a "responsive" website so you are not employing click to call. Is there a form? is it user friendly at the mobile level?

But I think the message needs to dig a bit deeper. Home owners insurance when you buy it / get it the premium is basically set in stone.. its tied into the mortgage payment and people think nothing of it. So a message such as "Have you bought a home in Coral Gables in the last 10 years?" places a different directive in your efforts. "If you answered yes, we could save could possibly save you thousands on your home owners insurance." State the reasons for this. no hurricanes in 10 years, New Insurance companies licensed in FL, Govt regulation actually working in your favor.

Betty so and so saved $5089 or 1/3 of her total insurance premium by contacting us. that could be you call us today!

allendehl · 2nd Jul 2015, 09:10 PM

savidge4,

Thank you for your in-depth analysis. I never though of using Wikipedia for demographics. I see what you mean clearly. I just changed the pics in the two versions of the page to portrait a hispanic female/male. You can see the snapshots below. What do you think?

Version C
Version D

As for the form you will be able to see it in the following link. If you scroll down you'll find it below.
Form Link

From my facebook reports I see that mostly all my visitors are 35+ women using their mobile devices. That is the reason I'm only pasting the mobile version here.

savidge4 · 2nd Jul 2015, 09:38 PM

Originally Posted by allendehl

savidge4,

Thank you for your in-depth analysis. I never though of using Wikipedia for demographics. I see what you mean clearly. I just changed the pics in the two versions of the page to portrait a hispanic female/male. You can see the snapshots below. What do you think?

Version C
Version D

As for the form you will be able to see it in the following link. If you scroll down you'll find it below.
Form Link

From my facebook reports I see that mostly all my visitors are 35+ women using their mobile devices. That is the reason I'm only pasting the mobile version here.

haha Wikipedia is your best friend! Those images are much better ( I think ) I would invert them so the body language is leaning in to the bullet points, right now in both cases the body language is leaning away from the bullet points.

A general rule of thumb when you are targeting a female demographic... you want to display a 20 something.. if your target is younger they want to be older, and if they are older they wish to be younger. 20 something is that happy medium. The only 2 variations in that I can think of is baby items and baby boomer related products. a 20 something on a medicare ad just wouldnt work! LOL

The form link I am not able to see. ( needs a login ) If you don't want to share it here, you can PM the link to the page?

ewenmack · 3rd Jul 2015, 04:53 PM

Replace the second block of text with this...

This Is Made Possible Because...
------------------------------------------------

This gives the reason why it's possible to
slash the costs of premiums.

You've created great reasons for the reasons why
it's possible...

1 Outside influence

2 New news.

My other suggestion is to run a test on Twitter
for headlines.

At the moment your headlines are the same
theme and same quoted savings.

The idea is to test big differences.

My client has just done this and the winner
was 10x more click thru's and 3 x more views over the second
best.

The big differences can be...

1 news story

2 rip off report

3 moving away from what they don't want

4 moving to what they want

5 customer reviews

6 fear

7 connecting to a deeply held belief

8 straight value proposition

9 if you give me this, I'll give you this

10 select who this is for

11 connecting to a specific pain point

12 straight guarantee

Those are all different themes therefore can make a BIG
difference in response.

Once you get the winning theme you can then test variations of the theme.

Best,
Doctor E. Vile

ewenmack · 3rd Jul 2015, 04:56 PM

Originally Posted by savidge4

A general rule of thumb when you are targeting a female demographic... you want to display a 20 something.. if your target is younger they want to be older, and if they are older they wish to be younger. 20 something is that happy medium. The only 2 variations in that I can think of is baby items and baby boomer related products. a 20 something on a medicare ad just wouldnt work! LOL

I've seen test results where the sweet spot is images of
10 to 15 years younger than the target women audience.

Best,
Doctor E. Vile

savidge4 · 3rd Jul 2015, 10:30 PM

Originally Posted by ewenmack

I've seen test results where the sweet spot is images of
10 to 15 years younger than the target women audience.

Best,
Doctor E. Vile

That is very true with a 100% female target but with a market split so cleanly at 50% would you only target woman? So then the element of the male demographic comes into play with this. The female image is still probably going to be preferred, and the overly dominant image preferred by men of all ages is a mid 20's woman.

You could also get all scientific and silly and factor the median age of 40 and use the test data and conclude that an image from 25 to 30 would be the correct image to use.

allendehl · 7th Jul 2015, 09:00 PM

Oh wow...this is a lot to digest!

I've already implemented some of the tips, flipped the woman pic to point towards the message and created a brand new variant (similar theme according to Doctor E) but a totally different template. I'm trying to come up now with a new theme.

I'll post the new variant tomorrow to get some feedback.

Thank you!

fasteasysuccess · 7th Jul 2015, 09:16 PM

I'm not sure exactly how doing lead capture click to call, but my client helped last year for open enrollment we did a few things, but on the facebook and google side ppc side...

Brought to squeeze page to enter info or call---if enter info then brought to quote, we got live lead and if not called within few minutes, passed to lead generator--pre-qualified (basic questions)-live transferred to agent. Done.

Agent only dealt with qualified people. I did get facebook to work for it but overall google ppc (although a little more per click) killed it in calls and leads.

2nd Jul 2015, 03:11 PM	#1
allendehl Warrior Member Join Date: 2015 Posts: 3 Thanks: 0 Thanked 0 Times in 0 Posts	Greetings and help with my funnel Share on: Hello folks, I'm super excited to have found this forum. I am an insurance agent in FL that is trying to use Facebook ads, at first, to create a steady quality flow of leads. Though I'm a total newbie, I've read a lot about it and I believe I have a grasp on the concepts. I am already putting some to practice and have had some success but still struggling in the goal: conversion. I've created several campaigns and have being able to tweak my ads to get a steady aprox 1.5% CTR(not excellent but decent). The problem is that my conversion of the landing page is zero. Below is the ad that I'm running now, as well as the link to the landing page. Would you mind help me figure out what is wrong with either one that is not closing the loop? Any help, critics, info...is greatly appreciated. Facebook Ad URL for the landing page(most of my traffic comes from mobile, so this is the mobile version): Login \| Instapage As I am a/b testing, you will more than likely see only one version. Below are the two versions of the page: Version C Version D Thank you!

2nd Jul 2015, 06:45 PM	#2
savidge4 Midnight Oil Warrior Join Date: 2013 Location: Bridgeport, WV. Posts: 6,748 Thanks: 3,546 Thanked 6,543 Times in 3,471 Posts	Re: Greetings and help with my funnel Share on: If we go here: https://en.wikipedia.org/wiki/Coral_Gables,_Florida and use this as a demographics base.. we understand there are roughly 20,000 homes in the target area. We can run over to Zillow real fast and see that there are 600 +/- homes for sale. we can also determine that 50%+ of your market is Hispanic/Latino in nature. Using this data and looking at your landing page I could suggest that based apon demographics you are hitting somewhere in the 20% range based on the Images in your lander alone. Based on the male to female ratio being 50% either way I might try a female 20 something Hispanic female and see where that gets you first. The next thing we would look at is the text matching in the bait offer as compared to the lander. In this case it does. we just discussed the image issue. So next is the call to action. we cant see that part. I will assume you have a "responsive" website so you are not employing click to call. Is there a form? is it user friendly at the mobile level? But I think the message needs to dig a bit deeper. Home owners insurance when you buy it / get it the premium is basically set in stone.. its tied into the mortgage payment and people think nothing of it. So a message such as "Have you bought a home in Coral Gables in the last 10 years?" places a different directive in your efforts. "If you answered yes, we could save could possibly save you thousands on your home owners insurance." State the reasons for this. no hurricanes in 10 years, New Insurance companies licensed in FL, Govt regulation actually working in your favor. Betty so and so saved $5089 or 1/3 of her total insurance premium by contacting us. that could be you call us today!
	Success is an ACT not an idea

2nd Jul 2015, 09:10 PM	#3
allendehl Warrior Member Join Date: 2015 Posts: 3 Thanks: 0 Thanked 0 Times in 0 Posts	Re: Greetings and help with my funnel Share on: savidge4, Thank you for your in-depth analysis. I never though of using Wikipedia for demographics. I see what you mean clearly. I just changed the pics in the two versions of the page to portrait a hispanic female/male. You can see the snapshots below. What do you think? Version C Version D As for the form you will be able to see it in the following link. If you scroll down you'll find it below. Form Link From my facebook reports I see that mostly all my visitors are 35+ women using their mobile devices. That is the reason I'm only pasting the mobile version here.

3rd Jul 2015, 04:53 PM	#5
ewenmack VIP Warrior War Room Member Join Date: 2006 Location: Auckland, New Zealand Posts: 6,621 Thanks: 3,448 Thanked 6,446 Times in 2,868 Posts	Re: Greetings and help with my funnel Share on: Replace the second block of text with this... This Is Made Possible Because... ------------------------------------------------ This gives the reason why it's possible to slash the costs of premiums. You've created great reasons for the reasons why it's possible... 1 Outside influence 2 New news. My other suggestion is to run a test on Twitter for headlines. At the moment your headlines are the same theme and same quoted savings. The idea is to test big differences. My client has just done this and the winner was 10x more click thru's and 3 x more views over the second best. The big differences can be... 1 news story 2 rip off report 3 moving away from what they don't want 4 moving to what they want 5 customer reviews 6 fear 7 connecting to a deeply held belief 8 straight value proposition 9 if you give me this, I'll give you this 10 select who this is for 11 connecting to a specific pain point 12 straight guarantee Those are all different themes therefore can make a BIG difference in response. Once you get the winning theme you can then test variations of the theme. Best, Doctor E. Vile

7th Jul 2015, 09:00 PM	#8
allendehl Warrior Member Join Date: 2015 Posts: 3 Thanks: 0 Thanked 0 Times in 0 Posts	Re: Greetings and help with my funnel Share on: Oh wow...this is a lot to digest! I've already implemented some of the tips, flipped the woman pic to point towards the message and created a brand new variant (similar theme according to Doctor E) but a totally different template. I'm trying to come up now with a new theme. I'll post the new variant tomorrow to get some feedback. Thank you!

7th Jul 2015, 09:16 PM	#9
fasteasysuccess FastEasySuccess Join Date: 2009 Location: wisconsin Posts: 915 Thanks: 2 Thanked 254 Times in 175 Posts	Re: Greetings and help with my funnel Share on: I'm not sure exactly how doing lead capture click to call, but my client helped last year for open enrollment we did a few things, but on the facebook and google side ppc side... Brought to squeeze page to enter info or call---if enter info then brought to quote, we got live lead and if not called within few minutes, passed to lead generator--pre-qualified (basic questions)-live transferred to agent. Done. Agent only dealt with qualified people. I did get facebook to work for it but overall google ppc (although a little more per click) killed it in calls and leads.
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