Cold Traffic To Long Form Sales Page

20 replies
Hi,

Does anyone here have success sending cold traffic to long form sales pages? I ask because I was watching a video that mentioned they wouldn't send cold traffic to a long form sales page.

I am working on a campaign for a job interview course.

I want to use paid search to target people looking for "how to prep for a job interview", etc. From our surveying, most people begin that research after scheduling the interview.

My thought is these people have some built-in urgency because the interview is going to right around the corner. I likely won't have the time to capture an email and send them through a drip campaign in time for their interview. Hence, testing the long form sales page.

We will be running other (non-search) campaigns to target people who may not be as far along. For them we will work them through an email campaign.

Anyway, I wanted to get thoughts of people who have done it, to see if it has worked for you.

Thanks.
#cold #form #long #page #sales #traffic
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  • Profile picture of the author Jason Kanigan
    Well...I've run a lot of campaigns and I wouldn't do this. I'd run traffic to an opt-in and have repeated chances to educate prospects around to the solution's point of view, then repeated chances for them to view the long form sales page.

    You never know when a time is "the right moment" for someone to see a sales page. With one try, maybe they're interested but can't look in depth right now...and the opportunity--the lead you paid for one way or another--is gone forever. Maybe tomorrow night was the right moment.

    Plus with repeated messaging you can develop authority and charge a higher price because of it.

    Direct-to-sales-page campaigns can work but unless your cost per lead is really, really low I would stay away from it. You have a cost of customer acquisition...ignore that at your peril.
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  • Profile picture of the author DIABL0
    This is probably a bad idea.

    Statistically, most visitors aren't going to buy the first time they come to your page.

    So you would likely be much better off sending them to an opt-in page and collecting their email address. You could create a lead magnet by pulling some of the best tips from your course that they could use.

    Those that don't purchase you can now send them a follow-up campaign.
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  • Profile picture of the author seethesun
    Thanks for the responses. That's my concern is that it will be fruitless.

    I understand what you are saying. I have been running paid search for 8+ years (but for brick and mortar businesses), and definitely understand most people don't buy on the first visit.

    I would also agree that in most cases it's best to capture the email address and market to them that way since it usually takes multiple contact points to convert.

    My concern is this market isn't really like other people for a typical informational product. From our research, people coming from search are likely in need of the information relatively quickly (you don't typically schedule job interviews 2+ weeks out).

    Pulling them into an email funnel isn't going to work because they don't have the timeline to go through it and complete the course.

    On the other side of that, people in other channels may not be far enough along in their readiness to change jobs. It's not like other informational products.

    If I were marketing a course on how to run paid search to small businesses. All I have to do is convince them paid search is a great place to invest and will provide a great return (simplifying obviously).

    However, with this product, reaching an audience who is not yet in the interview phase could mean trying to convince someone they need to change jobs first. That's a tall order, even for someone who may already be contemplating it.

    I guess the best thing to do is run the rest of the promotional funds we have left for Google/Bing and see how it goes. Otherwise, I'll lose it at the end of the month anyway. I'll add them to a retargeting list as well.

    Thanks again.
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  • Profile picture of the author Jason Kanigan
    One cool tip video on interviewing followed by the offer could well be enough.

    But look--you need to view this more strategically. You have a "use it or lose it" ads budget, right? Think about what the target market would be interested in over the longer term...if you didn't have to convert them immediately into sales, what would you do with them?
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    • Profile picture of the author seethesun
      Knowing they likely have an interview, I would send them to the long form sales page.

      Then retarget them on GDN/Facebook w/ lead magnets. The lead magnets would be based on the main reasons someone leaves a job (growth, money, culture, career change, etc) for segmentation purposes.

      Email sequence based on how they were segmented. Because even though they likely have an interview during their search phase, it doesn't mean they will do well in it. I just can't assume they won't. Which is why I would try to sell them now. And to take advantage of their situational urgency.

      If I go on the assumption they won't receive a job offer, then I would change the beginning and send them to a blog post. I could also bid on more specific terms related to the reasons they may leave a job and send them to relevant content, segmenting them at that point. This would allow me to only advertise lead magnets related to that segmentation.
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  • Profile picture of the author Brent Stangel
    I would opt them in with a short video that gives some interview tips but also sets them up for the sales letter.

    If interested, they will see the sales page minutes after subscribing.

    If they bounce, offer them a one time discount.

    If they buy, segment them out.

    If they don't buy, email them every day. Use the pressure of their impending interview to motivate them to buy.

    Some will bomb at their first interview and may think again about getting the help you offer.

    Brent
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    • Profile picture of the author seethesun
      Thanks Brent. I like the idea of a video, capturing their email address.

      Then showing the sales page. I know a ran across someone's sales funnel (been a few months) and they had it set up so once you hit a certain point in the video, a CTA button showed up on the page.

      That would be ideal in this instance, but I can't for the life of me remember where I saw it or figure out what they were using to do it.

      The site is Wordpress and I have seen some plugins that do it based on how long they have been on the page, but if they don't hit the play button immediately, then the content won't show up at the right time.

      Do you happen to know of a plugin that has that feature?
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  • Profile picture of the author Brent Stangel
    The site is Wordpress and I have seen some plugins that do it based on how long they have been on the page, but if they don't hit the play button immediately, then the content won't show up at the right time.
    You could set the video to autoplay.

    I would autoplay the video and have a large CTA button under it the whole time. Put an end card to prompt people who haven't already clicked it to do so.

    You want people on your sales page so give them the option immediately.

    Brent
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  • Profile picture of the author Randall Magwood
    Originally Posted by seethesun View Post

    Does anyone here have success sending cold traffic to long form sales pages? I ask because I was watching a video that mentioned they wouldn't send cold traffic to a long form sales page.
    I wouldn't send cold traffic to a long form sales page. The truly serious prospects will have already started their interview training/rehearsal/prep. In front of the mirror and other people and everything. This is where you come in and offer some advanced tricks to make the interview process smooth and easy. These are your true prospects. Not the ones who are looking for "tips".
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  • Profile picture of the author JohnMcCabe
    You seem to be targeting a sub-niche of the job seeker market - people who have a looming interview in a short time frame and need a shot of confidence. Use your ads to target just these people, not job seekers in general.

    Offer them a crash course/cram session on how to kill it in the interview. Make it about an hour long. Personally, I'd probably do a format like:

    Interview question
    Most common answer
    Most effective answer

    Fill in with some of the reasoning behind the answers, and a dozen questions would make a 60 minute video.

    Pick one of those questions, and use it on your landing page.

    So the funnel looks like: Ad, Landing page w/short video, Short sales page/order form, Shopping cart and such.

    If they don't click through, offer them the opt-in. There may not be as much urgency as anticipated, so they may go for the free tips drip approach.

    In your messaging, keep in mind that people end up seeking new jobs for several reasons. Sometimes you have people seeking change, advancement, etc. and the job search is voluntary. Other times you have people that have been hit with a layoff, business failure, etc. and are seeking new jobs because the old one left them.

    A lot of that segmentation can be done with your ads.
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    • Profile picture of the author seethesun
      Thanks for the response John. That's a great idea. So you are saying to use the hour long video as an opt-in. Take a question from the video and use it on the landing page in video format.

      I'm assuming in this scenario the short sales page/order form would be on a secondary page. Otherwise, risk them skipping the video.

      What would your suggestion be on getting them to move from landing page to sales page? Just a very brief pitch in the video?

      As far as segmentation, we ran paid search to a longish form sales page (not the same as if I were selling it) to get VOC research through a survey.

      One of the questions was why they were looking to change jobs. A combined 42% said it was they wanted more money or growth.

      The next two were they don't like their company/boss or they want to work somewhere that employees are appreciated. 17%

      The next 3 dealt with being laid off and or needing/job/money. Combined 24%.

      The remainder were outliers.

      I found the groupings very interesting.

      I was considering trying to go the webinar route, at least for non-paid search channels, which we will likely still do at some point. But for this purpose, I think you hit it. Thanks
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      • Profile picture of the author JohnMcCabe
        Originally Posted by seethesun View Post

        Thanks for the response John. That's a great idea. So you are saying to use the hour long video as an opt-in. Take a question from the video and use it on the landing page in video format.

        Exactly. Just like the sample ladies at the food court or grocery store -
        "here's a taste, if you like, you can buy it right behind me."


        I'm assuming in this scenario the short sales page/order form would be on a secondary page. Otherwise, risk them skipping the video.

        Exactly again. "If you like the sample, click through to get the whole product."

        What would your suggestion be on getting them to move from landing page to sales page? Just a very brief pitch in the video?

        Brief pitch in the video, or one of those timed offers with a click through CTA.

        As far as segmentation, we ran paid search to a longish form sales page (not the same as if I were selling it) to get VOC research through a survey.

        One of the questions was why they were looking to change jobs. A combined 42% said it was they wanted more money or growth.

        The next two were they don't like their company/boss or they want to work somewhere that employees are appreciated. 17%

        The next 3 dealt with being laid off and or needing/job/money. Combined 24%.

        The remainder were outliers.

        I found the groupings very interesting.

        Me, too. So basically 2/3 are looking to switch voluntarily. Obviously, you focus your pitch here. But 24% is too big to ignore completely. You could add something brief like, "even if your employer gave you the old 'it's not you, it's me' breakup speech, you still need to find another 'date', so you need the info in this video."

        I was considering trying to go the webinar route, at least for non-paid search channels, which we will likely still do at some point. But for this purpose, I think you hit it. Thanks
        Obviously, the wording was off the top of my head and would need some serious massaging to make it feel right. But I hope it conveys what I was going for.
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        • Profile picture of the author seethesun
          Yes that was clear. I have been looking for way to add that timed CTA, but can't find anything on how to set it up. Do you know of any platforms or of a tutorial? Maybe it's called something else and I haven't searched properly for it.

          Wistia is too rich for my blood right now. I did find a product called ConvertPlayer, but there are issues with it.
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          • Profile picture of the author JohnMcCabe
            Originally Posted by seethesun View Post

            Yes that was clear. I have been looking for way to add that timed CTA, but can't find anything on how to set it up. Do you know of any platforms or of a tutorial? Maybe it's called something else and I haven't searched properly for it.

            Wistia is too rich for my blood right now. I did find a product called ConvertPlayer, but there are issues with it.
            I don't have time to look up the code, but it's a simple javascript timer combined with a named class in your style sheet. Should be a cheap job, something ideal for a Fiverr gigger to take on.

            Otherwise, for DIY, just look for JS tutorials on timed content appearance. The fact that it's a Buy Button makes no difference.
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            • Profile picture of the author seethesun
              That's good enough. I just needed something to go by. Thanks for the info.
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  • Profile picture of the author helisell
    JohnMcCabe......has got it right here.

    You need a good headline in your advertising that specifically picks out
    people who have an interview imminent and are maybe panicking to find
    something to help them immediately.

    It would be worth testing that kind of cold traffic to a long form sales page.

    "Got The Interview and Want to Guarantee Getting the Job"
    "With these techniques you'll sail through the interview...."

    Go here NOW..
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  • Profile picture of the author Steve B
    I like the approach of capturing the email first, and not worrying about it being too late because of an impending interview. How many people are in this situation vs. those that don't have a near-term deadline of an interview looming? My guess is ... there are probably many more that don't have a deadline on the horizon. Go with the more strategic longer-term audience.

    Not so long ago (decades or even years ago) workers didn't change employment like they do today - it's a different world we live in. I have friends that tell me they are constantly on the lookout for new opportunities in the workplace - even if they enjoy their current employment.

    Personally, I think learning "how to prep for a job interview" information could be quite useful to someone who wants to be prepared and ready when the time comes and not wait until the last minute when an interview is looming.

    Just my thoughts,

    Steve
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    • Profile picture of the author seethesun
      Thanks for the response. It depends on the source of traffic, in this case paid search.

      We ran surveys (522 responses) with paid search traffic and one of our questions was asking when do they begin preparing for an interview (i.e. which would include searching for help).

      87% said it was after they have an interview scheduled.
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  • Profile picture of the author discrat
    I like Steve and John's insight. I think it is important what Steve said and that is to not get overly concerned that they need the info. RIGHT NOW! A lot of times it takes dozens of interviews with different companies before their search is completely over with. And the way people switch jobs in today's employment environment seems to warrant a need for such info. over a span of many years
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  • Profile picture of the author Israfilhaque1230
    In any case, look- - you have to see this all the more deliberately. You have an "utilization it or lose it" advertisements spending plan, isn't that so? Consider what the objective market would be occupied with over the more drawn out term...if you didn't need to change over them promptly into deals, what might you do with them?
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