Infoproducts: I need a conversion strategy
 

Hi everyone,

I'm about to launch an info-products based business and I'm stuck in design mode for the conversion part. I had some tests in the past, but didn't make a single sale. Right now I'm starting over, and badly need your help. Choosing the right conversion strategy seems the critical point now. Besides, I can't continue with the site until I have these answers.

I will be using paid traffic, this is something I have experience with (and some organic in the longer term). So getting the traffic is not a problem, but what follows after that is. Now I've just brought the visitor to the landing page, and this is the point where everything becomes blurry. Here are my 2 base questions in this scenario:

1) What to do at this point?
- Show them the offer (directly) - guess it won't work, because they don't have trust in the product and they don't know the author (me)
- Give them a nice freebie for exchange of their email address, then send them a series of useful emails, giving them chance to build trust and then show them my offer (sadly I have about 0 experience with email marketing and as far as I know it's a quite complicated subject)
- Any other approach? For example: showing them a series of live, useful articles with download buttons to capture their email address (basically using an article instead of a standard landing page).

2) Landing page question: Do I really need to use a video in LP? Creating the videos consume a lot of my time, and I'm not confident in the result. On the other hand I also don't believe in the standard LP design concept, like very long pages with lots of text, various fonts, bullets and yellow highlights. Personally when I see this kind of page, it pretty much drives me away, as it's kind of yelling at me and trying too hard to sell me something.

Side note: My products are going to be books, audiobooks and a few video courses. Niches are business growth and optimization, various entrepreneurship subjects, marketing and personal development.

Thank you!

Re: Infoproducts: I need a conversion strategy
 

I would say you are way over thinking this. I would say based on what you have written that you are basing current experience on past failures... If you mentally think this way.. you will fail again.

Products that you are describing are sold daily in a very straight forward manor. there is a ad, there is a lander, there is a sale. In your case you should run with an Ad, Lander exchange e-mail for free/low cost product, then land them to an up sell page, then you can hit those that didn't convert with solid educational content on the back end with the opportunity to sell to them. I get you are not familiar with e-mail marketing, but you have to learn sometime.

The idea being you move as many as you can over to your "buyer list".

Again.. forget what you think about the process.. forget what you have experienced in the process.. look at what works, and replicate it. IF the process is NOT working.. its not the product... its the delivery. That's what CRO is all about.. refining the delivery. Test headlines, images, Opt-in options. Opt-in text.

Its not about each little piece making or breaking the whole thing.. its about each element doing its part the best that it can to create a converting whole.

Best of luck!

Re: Infoproducts: I need a conversion strategy
 

Before you do all this work, you need to find out if anyone is interested in buying what you want to sell. Go on Facebook, join a group in your niche and ask if anybody would be interested in your product. Do the same on your timeline, see if any of your friends are interested. I guess I'm just trying to save you money. But my point is, you need to know that someone out there is interested in buying what you are going to sell before you put in all this work to build it and then try to sell it. I sold my first product just by telling someone about it, no sales page, I didn't even have the product yet.

Re: Infoproducts: I need a conversion strategy
 

@savidge4, @marguerite: This is probably the best advice I could get at this point. Thank you for your kind replies.

Side note: We often get stuck in details, but it's often difficult to see the big picture. Now I think I get it right. Starting somewhere, going step by step, testing everything and working things out progressively. It's going to be alright.

Re: Infoproducts: I need a conversion strategy
 

A good sales page must have many important elements. If one element is not included, sales will suffer. For example, more consumers will buy the product if the benefits are found in a key spot on the page.

Re: Infoproducts: I need a conversion strategy
 

You probably won't like to hear this,
however manipulation of your prospects emotions
plays the biggest part in getting them to buy.

Next thing connecting to this, is identifying what they don't want
and what you have is a means to move away from it.

Then what you say is less about teaching
and more about getting them to believe you know your stuff
enough so they get you to do it for them.

Those are your guiding principles.

When you fail, are unhappy with your results,
then come back to this post of mine to see
if you have the guts to admit you were wrong and be
prepared to get your hands dirty by using emotional manipulation.

It takes a brave person to step out of the masses
of followers and be a leader.

Quite frankly, most aren't cut out to be.

Best,
Doctor E. Vile

Re: Infoproducts: I need a conversion strategy
 

You're right, I don't like to hear this -- but I have to admit you're probably 100% right. So this goes at the top of my checklist now.

Manipulation ... hmm, long story. Logic and personal benefit goes in clash with principles. My own definition of a leader would be someone that people follow on their own accord, they follow the leader's advice and even try to mimic leader's actions. Managed to do that on a small scale for quite some time, but question is if I'm up to the next level... We'll see - it might be pretty challenging.

I've always been asked by my new sales people: "How can I sell this, because it means to manipulate the other person?" I'm a businessman, and I don't wear this as a suit, but I believe it's the thing I've been born to do. And if you want to be one, you have to basically accept positive manipulation as part of the process. I always told my sales people, "Do you believe this product is genuine? Do you also believe it's the right product for this client? If so, then quit thinking too much, go ahead and sell it." Based on that, we always only carry the products that we truly believe in.

I do believe in my products, and only the best stuff will go out, in areas where I am truly experienced and knowledgeable. Based on that... will probably have to revisit this post after a while, and see what I've gotten so far.

Nice one.