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Getting clicks but no conversions - help!

by ChristineP
18 replies
**UPDATED** I've changed the landing page away from the large 'Sweetened Sour' logo and added a bunch more info. I haven't figured out how to put 'Add to Cart' on the first page - I think it's an upgrade, but I don't want to buy it until I can confirm the cart has that functionality. I'm interested to hear what you think of the new look!***

So I started an adwords campaign and it's doing well from a clicks perspective.

For a really specific product - but no conversions!

I'm into the spending more on adwords than earning zone now and it's worrying me.

I'm trying to think how to alter my campaign - but I'm guessing I just need some site tweaks. Not sure what those are though.

See my sig for the site. I was considering removing the 'sweetened sour' logo and replacing it with a bit more info on the product or some compelling copy

Anyone? Any tips appreciated..

Christine
#clicks #conversions
  • Profile picture of the author backlinkking3
    Hi,

    checked out the site and there is no copy there! nothing compelling to people who visit. put a huge buy button or something telling visitors what to do. don't count on them navigating the site alone. most are too lazy. tell them exactly what you want them to do and make it easy.

    good luck:p
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  • Profile picture of the author rehema
    Well done mat this tell how ready you in doing business online. There are few changes that you will have to make in you site. But out of all the changes that you will have to make never forget to use the key words that you are using in adwords.
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  • Profile picture of the author Igor Kheifets
    I think your problem is that there are too many
    distractions.

    Create an old school squeeze page and you'll have a higher
    conversion guaranteed. After they optin-redirect to a sales
    page (either video or text) and see what happens.

    Igor
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    • Profile picture of the author Etak
      You made a great overall site, but to sell your products you need to give some info about the products and something, anything that makes someone compelled enough to buy.

      Actually, if you add the info you have on your "About Frooties" page above the photos on the home page, that would be a huge improvement. When I visited your "About Frooties" page the "As Seen On CNNHealth.com and The New York Times" had me intrigued immediately and I wanted to know more. Add the "As Seen On.." text above the About Frooties text on the home page (maybe label it "What are Frooties?" in big bold text).

      Just my two cents

      GOOD LUCK! Let us know when you make your changes. I'd love to see it!
      Signature
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  • Profile picture of the author ChristineP
    Ok, so far some good thoughts... I wasn't thinking I would completely re-arrange to a squeeze page set-up - but I could certainly try that.

    Rehema - can you expand on "There will be a few changes that you have to make to your site" comment?

    Also - what's some shorter copy I could apply to the front page maybe things like:
    Selling Fast? or Limited Edition Time sensitive or? Yikes, I've NEVER written copy before..
    Signature

    Needs Updating...

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  • Profile picture of the author Marketing Profits Software
    Christine,

    You need to make them an offer they can't refuse. When someone clicks your Adwords ad and visits your site, what would compel them to whip out their credit cards and buy NOW?

    What are the benefits and advantages of your product (your visitors are always asking themselves, "what's in it for me")?

    What is your unique selling proposition (USP). In other words, why would someone want your product versus everything else in the market? Is there a similar product in the market or is yours unique? Do you have some competitive advantage versus your competitors? If so, emphasize that advantage and make it personal.

    Do you have testimonials from past buyers? Do you have third-party reviews from credible sources that you could use to establish credibility and believability?

    And what can you offer to induce them to place their order NOW instead of later (because later may never come). You could try a special sale at a reduced price with a limited (time or quantity) offer. You may lose money on the front-end, but you always have to take into account the lifetime value (LTV) of the buyer.

    Also, you need some kind of inducement to capture their contact information for future follow-up.

    Hope this gives you a few ideas!
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  • Profile picture of the author Shannon Herod
    I have basically the same advice that everyone else is giving you. You need to create an offer. There are too many distractions and no specific call to action. So, the visitors that are coming to your site do not know what you want them to do.

    If I am not mistaken this is some type of network marketing company correct? If so, is your point to get them to join your opportunity? Or are you just going for retail sales.

    Why should someone buy the sweet to sour products? Give them a story or show them how this can engage people at a party or conference.

    You need to give them a reason to buy. With no reason to buy people just are not going to buy. You may get a few impulse buys but that's it.

    You need to create an offer!

    Talk soon,

    Shannon Herod
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    • Profile picture of the author Iconik
      Christine,

      Your product is an important factor to consider
      when developing your business plan.

      And while your product isn't really considered
      candy... It does target the same market.

      Please know that I want to see you succeed and
      am not writing this to discourage, but to help you
      move your product effectively.

      So if we take a look at how other candy sellers
      market their products we notice that...

      Even large brands like starburst and jolly rancher
      (which is owned by Hershey's by the way... who
      knew?) do not sell their products online.

      They use their sites as a branding tool. This is not
      simply because they have agreements with large
      retailers but because candy is mostly an impulse buy.

      I have never purchased a box of candy
      online because...

      I would have wait for it to be delivered.

      And even though you have a very unique and
      interesting product, The curiosity to see if they
      work as advertised is not enough to make me
      spend $15 bucks and wait 3-5 business days
      in order to find out.

      So, how can you sell your product?

      here is what I would do. There are many candy
      shops (especially in tourist locations) who sell
      candy produced by small manufacturers.

      Do some research and build a list of these shops.

      Than contact the owners by mail or phone and
      tell them that you are releasing a new product
      and would like to know if they would be interested
      in featuring a complementary box of your product
      at their check out counter.

      (by box I mean multiple units. The same way
      you might see a box of candy bars being displayed
      at the checkout counter.)

      If the candy sells they can purchase more in bulk
      for only $xxx amount per box or crate or whatever
      unit you want to wholesale them in.

      (Side Note: You may want to consider testing
      different price points and unit sizes. for example
      you could sell a 3 tablet pack for $3.50 --
      Reason being your products major appeal in my
      opinion is curiosity, and a curious buyer will,
      most likely, not want to buy 10 tablets at
      $15.00 for his first purchase of your product.)

      If you find your candy sells well, start expanding
      your manufacturing process as well as the
      network of candy shops you sell to until,
      eventually, you break into the mainstream.

      As for your website...

      Continue your branding efforts as well as sales
      to individuals from the website. Make a
      prominent section on your front page to attract
      vendors and retailers.

      Look for sites where other candy manufacturers
      are advertising and buy advertising on those
      sites if possible.

      Create a secure order form on your site for your
      candy shop retailers.

      If they decide that they would like to feature
      your product as a regular item, you can direct
      them to your secure order from where they can
      get wholesale pricing for your product.

      Good luck
      Mike
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      • Profile picture of the author Don Schenk
        Originally Posted by Iconik View Post

        Even large brands like starburst and jolly rancher
        (which is owned by Hershey's by the way... who
        knew?) do not sell their products online.

        They use their sites as a branding tool. This is not
        simply because they have agreements with large
        retailers but because candy is mostly an impulse buy.

        I have never purchased a box of candy
        online because...

        I would have wait for it to be delivered.

        Hmmm, and I have bought sweets online many times. So has my wife as well as several of our friends. One of my favorites is from a business called The Fat Witch. Look at their marketing. They even make it sound yummy, and look yummy.

        I buy them as gifts for friends and as a "thank you" for customers. The Witch even ships it out with a thank-you card saying it comes from me.

        There are basic techniques to selling, and selling is what we are doing online. Others have mentioned a USP. In other words Exactly Why Should Someone Buy From You Instead Of Buying From A Competitor?

        To your readers, what's in it for them? How do the Frooties taste? Can you send a sample? Feature a box of Frooties and describe it's taste. Describe the experience of eating a Frootie. Make it mouth watering.

        A great book about selling in print is "The Ultimate Salesletter" by Dan Kennedy. Get it at your local bookseller or online at Amazon. Learn the technique.

        There was a post here at the WF in a thread about selling music CDs. One of the warriors said (I am paraphrasing), "People don't buy a record album for the music, they buy it because of the emotional feelings they get from listening to a particular song."

        The same applies here. People don't buy a sweet for the candy, they buy it because of the emotional feeling they get when eating sweets.

        Get into your reader's head and describe that feeling. Make your reader's mouth water.

        :-Don
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        • Profile picture of the author Iconik
          Hi Don,

          I guess I'm going to have to eat my
          words on this one. *sigh*

          I was too quick to judge the candy
          market it seems... in fact you
          can sell candy online.

          But, to be fair we need to get a
          perspective on what makes a site
          like fatwitch.com a success.

          First, notice that on their site they
          say "New York's Legendary Brownie".

          This would seem to indicate that The
          Fat Witch has a following in New York.

          Which is in fact the case. They are
          a bakery located at:

          1753 Park Avenue
          New York, NY 10035-2831

          Which would explain one of the reasons
          for their success.

          Another reason is the fact that they
          are positioned as a gift & confectionery
          shop.

          While I'm not making any claims here

          It would seem that a large portion of
          their orders are placed on the basis of
          gift giving (which is an appeal in and of
          itself).

          Lastly, The Fat Witch is in fact selling
          a form of sweets that lend themselves
          well to the gift giving market, and the
          items are more than likely presented in a
          gift type packaging which enhances the
          appeal.

          This is not to say that you cannot
          produce similar results with your
          business Christine, however you will
          have to give some thought to changing
          the appeal of your product.

          Here's an idea.

          Why don't you see if your "Frooties"
          have the same effect on bitter
          medicines. Then you can appeal to
          parents who have to fight with their
          children in order to take medicine.

          (For those of you who haven't yet
          checked out the site, "Frooties" come
          in a compressed 'pill' form which dissolves
          on your tongue and effects your taste
          buds in such a way as to make sour
          fruits taste sweet.)

          In conclusion...

          Don is right in pointing out that candy
          can be sold effectively online.

          With that said, it appears in this market
          anyway...

          positioning and appeal are the bed mates
          of success.

          Mike
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  • Profile picture of the author b.super13
    I agree, you need to have something pushing the visitor towards a certain action whether it be buying something or signing up for a mailing list.
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  • Profile picture of the author Iconik
    By the way Christine,

    I think the innuendo implied by the packaging of your

    "Limited Edition - Large Size Tablets'

    is hilarious.
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  • Profile picture of the author JayFlow
    Maybe you can go to the mall and film people trying your product. It sounds like the experience is pretty awesome, and I bet people would give amazing testimonials. I bet you can get 10-20 great testimonials in a single afternoon. Then, put these front and center. I want to see what people say when their pickle tastes like a chocolate shake!!
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  • Profile picture of the author fitz10
    Do you think people clicking on your PPC ads know what Frooties are? If they don't, I think you need to do a lot more on your landing page to explain exactly what Frooties are and why they're awesome. If a customer doesn't know what they are they might just come on your page say, "Candy that costs $15 seems expensive" and will click away without reading the rest of your site. I realize that you have a lot of that pertinent info on the other pages of your site, but you need to have some sort of hook on the landing page as well that will get customers attention.
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    • Profile picture of the author Michael Shook
      I guess I might think the same thing as others have said, I really have no idea what Frooties or why I would want them.

      You could make all the other things on your site blend into the background. Like make your menu bar a color close to the main page color, so it is not too obvious and make the frootie couple into a link that goes to your buy page. They look like your offer and when folks click on it and it just goes to the same page, they are going to leave quickly.
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  • Profile picture of the author ChristineP
    Wow everyone - that is FANTASTIC Feedback..

    I want to try and address some of the major things talked about here too.. WOW!

    ETak - Thanks! that is a simple change I think I will do right away. I have lots more of the CNN type things so I'll try to include.

    Iconik and Don - great advice! Iconik - you may be right about 'candy' not being a hot online item - I do plan to market to local shops as well but just wanted to get the website going first. I do think I can reach top ten serps so I'm targeting that first. But what good is the top ten if my adwords aren't paying..
    Also - it's not candy! in fact it's sort of the opposite, it can give you the candy like taste with 0 calories and fat (except the food you are eating such as a strawberry)

    Too funny - you aren't the first to think 'candy'.

    Anyways - you've given me much food for thought on providing more info upfront and ways to call buyers to action.

    fitz10 - I had assumed that buyers did know what my product was given the keywords I'm targeting for adwords - but we all know what assuming does!

    Ok - I am going to tweak the site and thank you all for the great advice!

    Christine
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    Needs Updating...

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  • Profile picture of the author ChristineP
    Ok - I've updated the site! Changed the main logo on the landing page so it's full of info! I'd be interested to see what you think!
    Thanks Warriors!

    I also tweaked 2 of my ads so hopefully... cross your fingers for me!
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