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Unread 21st Apr 2017, 08:22 PM   #1
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Ad for Squeeze Page : Good. Squeeze Page conversions: bad. Ideas?
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Hi Everyone,
1) We're trying to get targeted people to signup for our free 3-email drip marketing campaign, and we have a FB ad with a "Sign Up" CTA that converts at 3.6% (and yes we will try to do better).

2) The problem we have right now is that on our squeeze page, we're getting zero signups. (0 conversions/43 visits from the CTA above).

3) Does anyone have any suggestions abut how to try to figure out what's going on? Why are people clicking "Sign Up" -- yet not signing up? How can I try to figure out where the disconnect is?

And if it helps, our squeeze page says:
"Learn More about Invisalign and Other Orthodontic Options for Free"
"Subscribe to our 3-part email series below".
(and the fields are "Full Name" and "Email Address")
CTA = "Teach Me About Invisalign"
And then it says "We hate spam as much as you do, and will keep your email private"

4) With a previous Ad (it had said "Learn More") I had split tested the CTA and the "Learn More..." heading with still 0 conversions. I attributed it to the fact that "Learn More" is not the same thing as "Sign Up" (can't believe I didn't catch that sooner)

Thank you in advance for any suggestions!
David

Short Hills Design, LLC
Internet Marketing for Dentists and Physicians
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Unread 22nd Apr 2017, 08:50 AM   #2
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Re: Ad for Squeeze Page : Good. Squeeze Page conversions: bad. Ideas?
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Originally Posted by BeckM2 View Post


3) Does anyone have any suggestions abut how to try to figure out what's going on? Why are people clicking "Sign Up" -- yet not signing up? How can I try to figure out where the disconnect is?

And if it helps, our squeeze page says:
"Learn More about Invisalign and Other Orthodontic Options for Free"
"Subscribe to our 3-part email series below".
(and the fields are "Full Name" and "Email Address")
CTA = "Teach Me About Invisalign"
And then it says "We hate spam as much as you do, and will keep your email private"


Thank you in advance for any suggestions!
David
Hi David,

Without seeing the design of your page, all I have to go on, is the words you're using. (fortunately, I know a thing or two about words)

My first impression is, the line that says "Subscribe to our 3-part email series below". Sounds like you're asking me to do too much work. At this stage of my research, I don't want a 3 part series that's could take days... I just want some quick answers, now!

You can still send a 3 part series, but I'd consider testing that line against something else, more along the lines of... "Just let us know where to send this valuable information. And we'll send it to you right away."


You'll probably need to polish that invitation up, and test it. But do you see the direction of the message?

I'm offering you an invitation to receive more info. Not trying to force you into a classroom.

Anyway, it's something for you to consider.

All the best,
SAR

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Unread 22nd Apr 2017, 12:01 PM   #3
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RE: Ad for Squeeze Page : Good. Squeeze Page conversions: bad. Ideas?
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That's a GREAT idea! I'll split test with it.
Thank you so much!

Also, should we tie in the content of the squeeze page to the FB ad that drove them there? Something that reminds them that they clicked the "Sign Up" button?

Here's a link to a screenshot of the landing page:
http://bit.ly/2q24iZ0

Thanks for your advice! I really appreciate it!
David

Short Hills Design, LLC
Internet Marketing for Dentists and Physicians

Last edited on 22nd Apr 2017 at 12:06 PM.
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Unread 23rd Apr 2017, 03:53 AM   #4
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Re: Ad for Squeeze Page : Good. Squeeze Page conversions: bad. Ideas?
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Originally Posted by BeckM2 View Post


Also, should we tie in the content of the squeeze page to the FB ad that drove them there? Something that reminds them that they clicked the "Sign Up" button?
I've had this debate a few times over the years. There's a couple schools of thought on this one...

The most common (and the one I subscribe to) is yes, if someone clicked an ad with certain expectations in mind (i.e. "sign up"), then it's wise to let them find exactly what they expected, when they arrive at the landing page.

That way they there's no confusion, and they can feel confident that they're in the right place. Which makes it easier for them to continue.



The other school of thought is to anticipate the next logical step in the process, and when they click on your ad, automatically jump them ahead one step further, and closer to the sale. (for example: they click on your "sign up" ad, and the landing page says "welcome to the club")

As clever as this sounds... To me, this seems like it causes a lot of confusion, with people wondering "did I already sign up?" Plus, you're trying to speculate what hundreds of different people think the next logical step should be.

The first method just seems to make more sense. Where the second method seems like a lot of guesswork (no matter how much consumer data one might have).


But, I'm always willing to try things, and in my own personal tests, the first method "let them find exactly what they expected" has always shown to be the definitive winner. (which is why I subscribe to this one)
But I've talked with others who have said the other way works just as well for them (with some test evidence to show, backing up their claims)

So, as UN-inspiring as this answer might be for you... It all rolls back around to testing, and measuring, to find out what works best for "you, and your market."

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Last edited on 24th Apr 2017 at 06:38 AM. Reason: added info
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Unread 23rd Apr 2017, 03:14 PM   #5
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RE: Ad for Squeeze Page : Good. Squeeze Page conversions: bad. Ideas?
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Also, Instead of the spam text, you could try this:

Your FREE information will be sent to the email address provided above... Or something similar...

I personally don't like to see the word spam in any capture page...

Best,
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Unread 23rd Apr 2017, 04:39 PM   #6
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RE: Ad for Squeeze Page : Good. Squeeze Page conversions: bad. Ideas?
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Interesting.....I wanted to reassure people re: SPAM. Personally when I see it, it ads a bit to the trust factor.

I'll see what I can do.
Thx

Short Hills Design, LLC
Internet Marketing for Dentists and Physicians
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