Sales page - performing very well - Payment page not so (i think)

13 replies
Hi,

We have a sales page that is performing very well - over 13% of people that visit the page click the button for the 30 day free trial.

You can see the page here: https://oilprice.com/premium/transcript


The problem is when they get to the payment page to actually enter their details it seems to me the dropoff is huge. The payment page only converts 9.2% of people. (so out of the 100 people "we sold" to on the landing page only 9.2 of them complete the transaction.)

Now i'm still learning in this business - but is this a good conversion rate for a payment page or very bad?

These people have already been through all the sales copy and decided they want to give it a try - they have seen that the service costs money so this is no surprise to them.

The link to the payment page is here (it's the best of 7 we have tested so far) https://oilprice.com/premium/signup/64

What are your thoughts on the page - is it missing certain elements? Or is this sort of dropoff standard from landing page to payment page?

Thanks for any feedback.
#page #payment #performing #sales
  • Profile picture of the author Ross Bowring
    First thing l notice is you have a negatively stated guarantee. That will likely hurt your conversion rate.

    --- Ross
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    • Profile picture of the author Alex Cohen
      Now i'm still learning in this business - but is this a good conversion rate for a payment page or very bad?
      If my math is correct, 1.2% of the traffic signs up for the free report and 30-day free trial. (100 x 13% x 9.2% = 1.196%)

      That's in the normal range.

      I see that you're paying for placements and running banner ads. As you keep testing ads, you might find one that raises the conversion rate.

      Alex
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  • Profile picture of the author Daniel Scott
    That's about right for a first effort. Keep split testing both your letter and the order form and you'll see things improve.

    Remember most people skim sales pages so they will think free means free, every though you've said as much in the copy.

    I'd love to know who wrote your copy - PM me if you feel comfortable sharing.

    -Daniel
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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    • Profile picture of the author ewenmack
      Staffjam, very informative piece on the oil industry,
      I've referenced it for personal use, not business use.

      Thank you.

      Ewen
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  • Profile picture of the author staffjam
    Thank you for all of your responses.

    Ross – I was wondering if you would be able to expand a little? I’m not sure I’m able to see the problem.

    Alex – thanks – the conversion rate is okay – but I just think there is a HUGH room for improvement on the payment page conversion rate which will have a huge impact on the overall rate.

    Daniel – Thanks – I’ll send you a PM on the copywriter.

    Ewen – thanks for your kind words - we have some great researchers and analysts working for us and thankfully we are making our readers money.
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    “Never try to teach a pig to sing; it wastes your time and it annoys the pig.” Robert Heinlein

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    • Profile picture of the author GlenH
      Take a look at your strategy from your prospects point of view.

      They read the pitch on your sales pages.

      They decide they want to give your.... '30 Day FREE Trail' a go. So they click the 'Start My Free Trail' button.

      Then they're taken to your sign up page where they see your headline...."Yes! Send me my free report, 5 Giant Game-Changing Energy Trends and start my 30 DAY FREE TRIAL of Oil & Energy Insider"

      So they move down the page, and the next thing they see is ..."Choose you membership level" and right under that they see the prices for the 3 membership levels, along with the requirement to enter their 'Billing Information'

      So what do think your prospect is thinking right now?

      First: This guy's offering me a 3 day free trial on one hand, and then he's asking me for my billing information on the other.

      Second: Why should I believe his guarantee?

      Third: How can I trust this person will bill me correctly?

      Fourth: What if I cancel before 30 days. This guy might still keep charging me anyway (after all, your prospect doesn't know you from Adam)

      With all those doubts swirling around in your prosects head, he's most likely going to take the safest option...

      To click off the page!.

      Just some food for thought
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    • Profile picture of the author Alex Cohen
      Originally Posted by staffjam View Post

      Alex - thanks - the conversion rate is okay - but I just think there is a HUGH room for improvement on the payment page conversion rate which will have a huge impact on the overall rate.
      There are 4 areas to consider.

      Alex
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  • Profile picture of the author staffjam
    Thanks for the feedback Glen.
    I was wondering what you would do in this situation. How to build the trust, how to position the fact we want their credit card details.
    I believe there is a way - it's just not coming to me.
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    “Never try to teach a pig to sing; it wastes your time and it annoys the pig.” Robert Heinlein

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    • Profile picture of the author GlenH
      Originally Posted by staffjam View Post

      Thanks for the feedback Glen.
      I was wondering what you would do in this situation. How to build the trust, how to position the fact we want their credit card details.
      I believe there is a way - it's just not coming to me.
      Right now you have conflicting messages on your signup page, which as I said, put prospects off!

      So could test a strategy like this

      You remove the requirement for the prospect to have 'sign up for an account'

      Have them optin to get your newsletter for free for 30 days.

      Compile your 'Newsletter' into a PDF format.

      (Why a PDF?. You're giving the prospect something they can keep on their system. Unlike sending them to a 'membership' page on your site to read your newsletter)

      Inside you're the first issue of your PDF newsletter, you have a popup window which appears as soon as your subscriber opens their newsletter.

      Inside the popup is perhaps a photo of you, and a personal welcome message from you, which might say something like....

      " Hi It's James here Thanks you again for signing up to my "...........Newsletter. There's some really valuable information in this first issue, that will really help you. So I hope you enjoy it........"

      The prospect reads your welcome, and click a button in the popup. That allows the newsletter to open, and they can read it as often as they like.

      When they finish reading your newsletter, and they go to close the PDF, they'll then see another popup window message from you. Again, it might contain a photo of you, along with another personal message.

      Maybe something like this.....

      " Hi, It's James here again... I really hope you enjoyed your first issue of my newsletter. Please keep an eye out for issue # 2 which should hit your in box on the Nov. 25th............."

      You continue that whole process with every issue you send out, just with a different personal messages from you in each issue.

      The only change would be as your prospect gets closer to their free 30 days finishing up, you increase the intensity of your pitch to get them to sign up for a paid membership.

      So what has that whole process achieved over the 30 days?

      1..You've been getting your personal message in front of your prospects with every issue.

      2...Your prospects have come to know and trust what you have to offer over those 30 days.

      3....They see you have proven to deliver the quality information you said you would, and so they're much more likely to want to signup as a paid member.

      It's all risk-free for the prospect.
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  • Profile picture of the author colmodwyer
    Thanks for sharing, noticed ads this a few days ago on the Stock Gumshoe website.

    Your metrics seem pretty good to me, especially as you're about ten times the cost of your competitors.

    On the order form, I think the 3 membership options add a little confusion. And where it says "Total Charge Now: $0.00"

    Maybe tag something like this to it, "...remember, Oil & Energy Insider is FREE for your first 30 days. And if you call to cancel within those 30 days, you won't be charged a cent!"

    Also, the "Satisfaction Guarantee" at the very bottom of the OF is also confusing...

    Does this start after the 30-day free trial? Is this the 30-day free trial? What happens if I want to cancel 3 months into my subscription?

    And, a benefit like that shouldn't be at the end, after they've filled out their card details. I think it should come before as well, to help push 'em over the edge.

    That's my take anyway, just from reading the OF. Language and offer could be shored up a little bit, perhaps. And maybe price test too, if possible.

    Unless you're paying outrageously for traffic it seems like you should be breaking even fairly comfortably though... which is always good!

    Colm
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  • Profile picture of the author Sean Fry
    What you'll get here is just a bunch of speculation about what "might" be negatively affecting conversions. But you likely have elements that are actually increasing anxiety, rather than relieving it.

    I would work with a company that does this stuff for a living, like Wider Funnel. They'll optimize the hell out of that order form.
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  • Profile picture of the author staffjam
    Thanks Colm - great feedback. We are making some design changes over the weekend and we'll see how they look and perform.
    So would you get rid of the $0.00 and would you move the guarantee up the page?
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    “Never try to teach a pig to sing; it wastes your time and it annoys the pig.” Robert Heinlein

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    • Profile picture of the author fsp
      I'm no expert, but as a user, I'm seeing "Free Trial" on a form that asks for credit card details.

      If you want to give a Free Trial, give a free trial. Why ask for credit card details? Let me know that I like the product and want to pay for it before I give over card details, otherwise I'll cancel and you'll have my card details and do god knows what with it.

      My two cents.
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