Seasoned Vet - Having Trouble Moving to Global Info Sales

3 replies
Hello my comrades,

I created an account here to ask a question.

BACKGROUND:

I'm a pretty experienced information marketer - I've been at it since 2005. In the last 3 years, I've probably sold about $6M worth of my info products (videos) online to the US market, spending about $1.2M/yr on Adwords and Bing to do it.

I have 4 businesses that all use the same business model that I've "perfected", and therefore I've developed a very acute intuition for problems associated with this model, in terms of market trends / customer behavior.

MY PROBLEM:

I've always sold physical goods. Actual, print books and DVDs. Now, I am for the first time testing digital products, and I'm doing it so that I can expand to the entire English-speaking world (by my research, a 6X increase in purchasable traffic compared to the US alone for my markets).

And based on all my analytics software/tools, global customers are behaving almost exactly the same as US customers. They're viewing landing pages for the same amount of time.... they're clicking to the checkout page at the same rate... they're spending several minutes on the checkout page. BUT THEY AREN'T BUYING!!!!

It's crazy.

Have any of you guys had luck porting an American Info product business to the global market?

My checkout page is all in US Dollars; I just assume the rest of the world is used to seeing dollars, and is accustomed to buying products advertised in US dollars. Perhaps they aren't? I'm trying to decide what on earth could be the issue...

Thank you for any help you can offer.

IM2017
#global #info #moving #sales #seasoned #trouble #vet
  • Profile picture of the author GordonJ
    Originally Posted by InfoMarketer2017 View Post

    Hello my comrades,

    I created an account here to ask a question.

    BACKGROUND:

    I'm a pretty experienced information marketer - I've been at it since 2005. In the last 3 years, I've probably sold about $6M worth of my info products (videos) online to the US market, spending about $1.2M/yr on Adwords and Bing to do it.

    I have 4 businesses that all use the same business model that I've "perfected", and therefore I've developed a very acute intuition for problems associated with this model, in terms of market trends / customer behavior.

    MY PROBLEM:

    I've always sold physical goods. Actual, print books and DVDs. Now, I am for the first time testing digital products, and I'm doing it so that I can expand to the entire English-speaking world (by my research, a 6X increase in purchasable traffic compared to the US alone for my markets).

    And based on all my analytics software/tools, global customers are behaving almost exactly the same as US customers. They're viewing landing pages for the same amount of time.... they're clicking to the checkout page at the same rate... they're spending several minutes on the checkout page. BUT THEY AREN'T BUYING!!!!

    It's crazy.

    Have any of you guys had luck porting an American Info product business to the global market?

    My checkout page is all in US Dollars; I just assume the rest of the world is used to seeing dollars, and is accustomed to buying products advertised in US dollars. Perhaps they aren't? I'm trying to decide what on earth could be the issue...

    Thank you for any help you can offer.

    IM2017
    First, perceived value. And you should test the price.

    The perceived value of a digital product over a real product drops dramatically. You might explain one reason you are making it available as digital is the prohibitive mailing cost. Then stack up the benefits. If it is the same target market, they are telling you you have not yet justified the price. So test your price points.

    I get about 60% of the US dollar, so a 97 dollar digital product which does well here, will come close if it is a 57-67 dollar product outside of North America.

    In non English speaking countries, maybe half of that.

    May be other than price, but you would be wise to start there.

    GordonJ
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  • Profile picture of the author cynthiaSEL
    Originally Posted by InfoMarketer2017 View Post

    based on all my analytics software/tools, global customers are behaving almost exactly the same as US customers. They're viewing landing pages for the same amount of time.... they're clicking to the checkout page at the same rate... they're spending several minutes on the checkout page. BUT THEY AREN'T BUYING!!!!
    Another aspect could be that behavior up to checkout page may be based on curiosity that's the same as other prospective customers around the world. Yet there are cultural differences that may prompt a possible buyer to doubt that your product fits their particular situation. Your question about pricing in US Dollar pricing is an insightful one, as that could increase doubt by the tiny little bit between buying and not even when that prospect sees the value. I tend to see things in terms of personal growth, but my background includes working with other cultures in other fields. I observed much difference in how people look at things.
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    By the way, do you want to learn how to get over your fears so that you can accomplish your dreams? If so, do this exercise How to Get Over Your Fears so that You Can Accomplish Your Dreams

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  • Profile picture of the author JohnVianny
    Are you "brutal selling"?

    I mean, direct the traffic to the sell page, and not opt-in page?

    Even if i think that building a mailing list is good for any case, it's ESSENTIAL when come to digital product.

    WHY?

    Cause you have to "nurture" your leads, more.

    You're exchanging INFORMATION: something that has a value that will differ a lot from who's selling it.

    For physical product, you can reasonable say that has an universal value, i mean a DVD or a Print Book is the same not regarding who's selling it.

    But for digital product, they have to trust you as an authority in that field, to trust that the content you're delivering is good.

    That's why there are more abandon in checkout cart.

    So you have to build a list, exchange something free, and then nurture your leads, and the % of purchasing and on the contrary the abandon of the card, is subsequentially dependent on how much value they have perceived in your mailing list funnel.
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