Converting at 1% need help for my piano site.

by Banned 31 replies
37
Hi,

My site site is currently getting 1 sale per 100 visits. I know it can do way better as my other sites are doing 3-5%.

Can anyone help? =)

site is Piano online Lessons | How to play the piano
#copywriting #converting #piano #site
  • Banned
    The sales copy isn't bad at all. Did you write this yourself? In fact, it's pretty good. Surprised it's only converting at 1%.

    Where is your traffic coming from?

    How are you promoting this offer?

    Best,


    Pete Walker
    • [1] reply
    • Yea, I'm gunna agree with Pete, solid copy... that girl is a little boring and uncompelling though, she's essentially expressionless, so you may raise conversions by getting a more enthusiastic narrator.
      • [1] reply
  • Banned
    Via adwords... That's why I was expecting it to convert higher. Tried different ads and it was still converting at 1%.

    Tried lowering the price and the conversion was still the same. So It must definitely be the copy.

    Considering that the trial is only $1 trial it should convert higher.
  • My first reaction was, "Im gonna hafta enter my credit card, then if I don't cancel in time they hit me with a big charge. Not worth the hassle."

    Remove every obstacle you can to making that initial tiny commitment of signing up for the trial.

    Make the trial free and say in big, bold letters, "no credit card required." That should pull more of us cynics into your funnel.
  • [DELETED]
    • [1] reply
    • Some excellent advice above, 1% is still a conversion some people don't even get that. Like the above poster has said work on other ways to monetize that 1% build a list etc and you'll be fine.
      • [1] reply
  • Are your other sites in the same niche?

    For some sites... 1% is great. There are sites crushing it on CB with that kind of CR.

    As a piano player, the site didn't do tons for me. I liked the video... but after that it doesn't have a lot of flow.

    I would actually consider hiring a decent graphic designer to tweak the layout - make it less of a long sales page and more like a "traditional" website and see if that helps.

    Right now, you've got a lot of benefits up there, but they're not organized. A big page of sales copy is supposed to smoothly take the reader from point to point... yours just kind of dumps everything out there in a seemingly random order.

    Hence the suggestion of a "traditional" design where people can learn about your major points of difference.

    -Daniel
    • [1] reply
    • Banned
      Like a good banter or conversation you mean?

      Why don't you demonstrate the point Daniel?

      Show him how it's done in your own words.

      I'm sure we could all learn a great deal from you.
  • just do some split-testing
    test different things

    I see "Learn Piano in 30 days" >> it doesn't say how much I need to work in those 30 days to learn it. I'm thinking I need to learn my ass off to be able to learn it in 30 days. A better headline would be "Learn piano in 30 days by just practicing 30 minutes a day" or something along those lines. Another thing... 30 days may seem much... you could also test "Learn piano as fast as a bullet... know to play your favorite song in the next 34 minutes!!" or something like that "learn to play the Moonlight Sonata in the next 34 minutes" whatever the market is about...
    • [1] reply
    • The copy's not terrible.

      A few things that might be worth trying:

      Don't give too many specific examples of songs in the video. Talking about playing a romantic song to make your sweetheart's sweet heart melt is good, because that's exactly the kind of thing people want to do; it taps right into their emotions. But, everyone's got their own idea of what a romantic song is. If that idea isn't 'Just the Way You Are', that shatters the image you've just given them.

      In the main copy, open it by talking about the emotional benefits again, rather than what the course contains. Tell them the story of the guy in your quotes who wooed his girlfriend by playing piano. That's powerful stuff and you should make as much of it as possible.

      Try not to talk about learning things, particularly in your bullets. For the most part, people don't want to learn, they want to know. Learning sounds like work. As a for instance, 'Learn how to play the piano in 30 days or even less' is nowhere near as powerful as 'Play the piano in 30 days or even less'.

      When you're closing the sale, talk about how much a normal piano teacher costs compared to what you cost, and give some justification as to why you're so much lower. It's probably also worth giving an explanation of what your full price is, after the 14 day trial. I was looking for that for a while and couldn't find it. May just be me, but I'm always suspicious of things where people avoid putting a price tag on them.

      I also didn't realise there was a lot of copy below the fold until the second or third time I looked at the page - the header looked so much like a single-page squeeze I just assumed that was it. I'd be willing to accept that was just me being dumb, though.

      That's just a few ideas. Test everything you can, eventually you'll find what gives you an extra few %.
      • [ 2 ] Thanks
  • I agree with Dan's Analysis. All the benefits are sprinkled randomly throughout the letter (although the video is well put together, it could still be improved).

    At the very least, try an order form just before you sign off summarizing everything they'll get and benefits of ordering. There's also no scarcity which could easily be applied.

    I think the support forum could be "sold" better.

    It's written well, you just need some more structure and extrapolate the benefits a bit more.

    Dean
  • Can I just say one thing that HUGELY turned me off?

    Your voice actress said, love the way you lie by Rihanna.

    That song is by EMINEM with Rihanna guest starring in it!!!

    That turned me way off and made me not want to learn piano. I'm just saying!
  • Rihanna was credited as a writer, dude.

    Also... since she was performing the piano part... most people would say it's "by" her.

    -Daniel
    • [1] reply
    • Here's my take - and forgive me I haven't read the site in great detail.

      Because...it's just a bit too "busy" and dispersed and I can't get into the flow.

      The video is great and copy is good if only I had the time and the focus to read it.

      Your are aiming for people who want to play - fair enough.

      But...

      People believe others can learn to play the piano in 30 days.

      They just don't believe they can.

      Nor do they think that anyone else believes they can.

      And - why would they want to play? (it's not really for their own pleasure...)

      It's to impress people.

      So really, really prove that it is quick, easy and possible - and they'll achieve a massive ego boost.

      What are the magic techniques? - give them "names" -

      "The 3 finger chord technique that works in seconds"

      And what if people don't have a piano or keyboards - you're losing a huge audience.

      "Don't have a piano yet? - use our simple "tap your leg" exercise (you'll be an instant success, and note perfect when you do sit at the keyboards)."

      How quickly will they be able to play a good tune?

      How easy is it all?

      And why is it so easy?

      Yes, I know you have all the extra resources, tools and stuff in the membership site but it all looks a little too complicated - again explain why it is all easy to understand.


      You are so fortunate because one of the best and most successful Ads in the history of advertising was for a piano course.

      Have at look at John Caples Ad (google it) or here's a link (I have no connection with the site)

      http://www.powerwriting.com/caples.html

      "They Laughed When I Sat Down At The Piano...

      But When I Started To Play!"


      This is the sort of "emotional hit" people need to show them that they will play. And now they feel they really want to.

      Hope all this helps and I don't think you are far away from boosting up your response.
      • [ 1 ] Thanks
  • I agree that the site needs some reorganization. Looks too busy
    for an easy-flow read right now. Also you need to make the
    offer more believable. 'Believable' and true are not the same
    thing.

    Also not much of a PROBLEM to solve at the start of the copy.
    You need to state the problem your product solves before
    going into the solution.

    -Ray Edwards
  • Banned
    Thanks for all the comments...

    Might hire a copywriter and let him see this thread or just hire someone who replied here lol.

    Will update you guys with the results =)
  • Maybe instead of learn to play the piano, you could sell "Learn to play at least 3 songs in 30 days"

    What do your ads say?

    Some people want to learn classical piano, others want to learn pop or rock.

    Your copy is talking to too many people. Look at your current stats - what do people want to learn the most? That could be your main target market.

    Are you driving traffic from sources other than Adwords?
  • Banned
    Well my specialty is driving traffic to the site and creating converting ads, I tried different ads already and different mediums, the site converts but it's only converting at 1% I know with a better copy it can do at least 2% as the traffic I get is very targeted.

    Very tempted to do a version of this John Caples - When I set down at the piano they laughed - famous ad.
  • Everybody should rip off that ad at least once. Then move on.

    Few ever get to that second step.

    The layout is too busy. There are visual "speed bumps" which interfere with readability. The Caples ad in that layout will be too busy. Anybody got a course on Web 2.0 Cult Deprogramming?

    After you've got Caples out of your system, start studying Scott Houston's pitch.




    Who's on your site? People who've had a lesson or two and failed.

    You don't address why they failed. You don't address the objection that piano lessons are hard work.

    And you don't offer a secret easy way the pros use: A FAKE BOOK. Shorthand notation. How pros who haven't seen a piece of music "Fake it" when they have to play in a half hour.

    Every time you've failed, you failed at playing classical piano. Because everyone who tried to teach you piano was teaching you to become a virtuoso concert musician. (reason why)

    This video won't teach you to be a classically trained concert pianist. (qualifying takeaway)

    Finally the video sucks. You teach someone on the video. Don't talk about how easy it is, SHOW IT.

    You know what a testimonials are when they aren't in the pitch video: FAKE TESTIMONIALS. Have a testimonial section in the video.

    (No. Do not explain why you won't. Just DO IT).
    • [1] reply
    • I think you could have some tunnel vision that your copy is the problem. Do you know who is clicking? What is the PPC ad that gets the click? One thing that stands out to me at the start is how young the girl is in the video and how young all the testimonial photos are. What if your clicks are coming from retired seniors who want to learn piano so they can play at their next pickle ball tournament party? Check demographics and ad copy first then match landing page to demographics before changing all the copy.
      • [ 1 ] Thanks
      • [1] reply
  • I like Alexa's idea, but I'm also thinking very differently as well.

    You have no email capture, at least that I could find. In any market, it's getting tougher and tougher to make a sale on the first visit.

    Have you considered trying this?

    Create a an email capture prominently on top of the page and offer to send them some of the first lessons (abbreviated if necessary) in drip emails over the next 5 - 6 days. ...then in each email you pitch another big benefit of the whole course with links to purchase it. ...also raise the price on the sales page, but offer a discount if they buy during the email 'free lessons' period.
    _____
    Bruce
    • [ 1 ] Thanks
  • Banned
    [DELETED]
  • I thought the copy was really good. My only critiques would be:
    - I have a hard time believing that I can be a master piano player in 30 days.
    - The whole concept is 30 days of learning...are people wondering why they then have to pay every 30 days if they were supposed to have learned in the first 30 days?
  • My suggestion is to create a test landing page with a new video to split test the conversion rate.
    • [1] reply
    • Quick scan and I see a lot of "learn this"... "learn that" language. I'd re-position some of those statements so people can "Discover how to..."

      --- Ross
  • This is actually how I got started in copywriting... by selling harps. At Celtic festivals, for backyard harp builders.

    To sell music, you need to sell the magic that music evokes inside each of us. You don't sell a physical harp, created with 36 strings and spruce soundboard, etc. Instead you sell the concept of how the ethereal sounds of a harp melody resonate deep within the soul; how birds come round and sing with me as I play outside on summer evenings; how my whole family calms when I play; and - most magical of all - how music eases pain, both physical and emotional.

    Same for the piano. I'd start your copy by reminding your readers that music allows you to express what's in your soul, your heart -- that you have no words for. Each tune carries its own special message. Giving voice to your feelings, your wants, your needs, your joys - nothing else can compare to the glorious release that sweeps through you.

    Then I'd continue by showing your readers how the piano is a terrific instrument to start your musical journey. Pressing keys, producing lovely sounds with your fingers -- that right there is darn close to hypnotic-magic. Then later, when you play those individual notes one after another, grouped together so that emotions buried deep inside pour out your hands for all to hear and understand... that's what music is all about.

    See how I'm selling the magic here? In any music-related product, that is what you have to do. Then go on to convince your readers that the piano is a great way to start making your soul-songs ring out, loud and clear.

    Dot
  • I would check out the traffic you are driving. You are using adwords, so you are supposed to get "targeted" traffic.

    Think of adwords like directory advertising. What would people type into the internet that is similar to a heading they would look at in the yellow pages?

    What search phrases consistently fail to deliver? Cut those out. If you get rid of all of them, what would your conversion rate be?
    • [1] reply
    • A lot of good feedback. Here's my two cents:

      1. Lack of a compelling headline
      The "They Laughed" headline is good...but you need to decide what the conversation is that's going inside the head of your reader. If they clicked through an Adword ad...what was the copy in that ad? Is that copy reinforced by the headline/ copy on your site?

      Figure out why they clicked through...and keep that conversation moving forward.

      2. Is the $1 offer necessary?*
      Why not free? Maybe do an upsell to an intro offer after they give you their info for the free trial.

      If it's a free trial (or even the $1 trial), then you're probably overselling with all of the long copy. A shorter version might work better...all above the fold.
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