Sales Page Not Converting - Need Help! | Warrior Forum - The #1 Digital Marketing Forum & Marketplace

14 years ago

Hi mkitchen

The problem with the sales page, in my opinion, is that it doesn't really sell the BENEFITS of the product. Let's say I was a potential customer ... WHY should I buy it?
What's in it for me? What's the difference between this and all the other maths books out there? Why should I pay $19.99 for it?

You know ... people slate "long" sales letters, but there's usually a REASON they're long ... it's to sell the benefits, and convince the readers of the NEED for the product.

I don't see any of that on your page, which may explain why people are coming along ... perhaps out of curiosity, and then quickly leaving.

Also, who exactly is your target audience? Who is going to buy this? Teachers? Parents?

And WHY?

I'm asking these questions, not to challenge you or your product, but to help you to think more carefully about WHO are clicking the ads, and why.

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Thirty3Down

14 years ago

Originally Posted by mkitchen

Hey guys, trying to figure this out. This is not a get rich quick idea, i just made a product and i'm trying to see if I can make a little cash on the side as my wife is soon going to turn into a stay at home mother.

sales page:
Makemathmore.com
(middle school math lesson plans and activities eBook)

I put the page up a week and a half ago and start testing the water on adwords paying for 10-25 clicks a day. The ads were very targeted, and stated that these were plans for grades 4-9, they were math, real-life activities, lessons, etc.

After the third day, i didn't sell anything so i added the moneyback guarantee at the top, another couple days and i didn't sell anything. I started thinking the issue was the $19.99 price. So I made 3 campaigns to test 12.99, 14.99, and 17.99. The ads are identical and make mention of the price, so there would be no surprises after they clicked. Each linked to a sub page that actually sold the product for that price.

ad:
Real-Life Math Grades 4-9
12 Activities with Printable Work-
sheets & Teacher Guide $14.99 eBook
Makemathmore.com

About 30-40 clicks a day for the last three days and still not 1 sale.

A couple things to note - my bounce rate is really high and i can't figure it out. If i can trust google analytics, it looks like most buyers are not even staying on the page to look it over - avg. time is < 2 sec.

It's not price, as the 17.99 price got clicked more than the other 2. It's not interest in the subject, 30-40 clicks a day on a $13/day budget, and the ad states exactly what the product is. The only thing left to consider is my sales page, but i thought it was well designed... or at least good.

Does anyone have any ideas?

I would really appreciate it. I'm not sure why someone would click on ad telling exactly what the product is and the price, and then not even read the website - if they are closing it in < 2 sec.

Any help is so very greatly appreciated. Thanks for reading.

Sorry for the long post guys, and thanks for your help! It is greatly appreciated.

So I took a look at your page and it looks like you have a really cool product. I think this one has alot of potential.

Here's what I think:
The first thing that I'm drawn to when I hit the landing page is the "Buy Button". The arrangement of the page makes me have to look to actually learn more about the product.

I would do a split test and put together a few pages.
Try to arrange the content so that the first thing that people's eyes are drawn to are the "What the Product Does" and "How it will make Your Life Better" sections.

If you get them there.... They'll have no trouble scrolling down a bit to find the buy button.

I'd be glad to look at it again any time to help.

Good luck!
Keep testing and this one will make it!

Thanks

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2d0k

14 years ago

Maybe you could place the 3 sample pages beside the "Lesson Activities Included" box. In that way, the page visitor can easily relate to what "Fractions with Lebron James is" is all about, at the same time highlighting the lessons included in your book. It also positions the important things inside your book "above the fold."

Position you contact details on the bottom. Anyway, if people buy your product, they will buy first and it is only secondary for them to contact you if their are questions, suggestions or complaints.

Just my opinion.

Thanks

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thebitbotdotcom

14 years ago

There is too much information all at once. Spread it down. It would be much easier to read that way. And, as mentioned before, more benefits.

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E. Brian Rose

14 years ago

The very first thing that pops out at you on that page is "$19.99 Buy Now". I see that before I even see what the product is. That leaves people to believe that the most important thing is not your product, but the fact that you want my money.

[ 1 ] Thanks
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mkitchen

14 years ago

Wow guys, some really great advice - I appreciate it greatly. I was trying to stay away from the really long letter format as I personally hate them and those are the type of page I always bounce from quickly. I will definitely move the buy button down and work on copy more which will make it longer, but it's worth trying.

Another quick question, I thought it might help if I offer a free lesson. Which would aide higher in conversion of sales directly - quick easy free download or a submit e-mail then mailed to you? Thanks again for the advice, it's invaluable and if anyone has anymore keep it coming.

Thanks
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E. Brian Rose

14 years ago

Originally Posted by mkitchen

I was trying to stay away from the really long letter format as I personally hate them

Fortunately, you are not selling the product to yourself. Go with what works, not necessarily what you like.

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mkitchen

14 years ago

I think I will start researching some more long form sales pages and then out something together. I am away until Sunday, but will put something together by middle of next week and then I'll post to the copywrite forum once I have something substantial to critique as there really isn't much there right now.

If anything, thanks for the hope. I'm a teacher who usually does normal content sites and this is my first sales site. Starting from scratch doesn't really bother me at all and I will get on it as soon as I get back. Thanks again!

Thanks
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Crew Chief

14 years ago

Originally Posted by mkitchen

I think I will start researching some more long form sales pages and then out something together. I am away until Sunday, but will put something together by middle of next week and then I'll post to the copywrite forum once I have something substantial to critique as there really isn't much there right now.

If anything, thanks for the hope. I'm a teacher who usually does normal content sites and this is my first sales site. Starting from scratch doesn't really bother me at all and I will get on it as soon as I get back. Thanks again!

Why not leave the copy writing to the COPY WRITING pros?

It's going to cost you more in lost sales if you decide to DIY.

IMHO, a non copy writer trying to engage in copy writing is like a person donning a parachute and then jumping from a plane at 20k feet but they have no idea what these terms mean: AAD, AFF, AGL, Decision altitude, Seal or SIM.

Yes, they are going to make splash...

Just not the one they intended!

There is a psychology, language and strategy behind copy writing.

And unless you know them, you will fall flat on your face.

Just my opinion.

Oh, and I'm not a copy writer.

Just a person who appreciates their craft.

The right copy writer will literally hypnotize your readers and make your product become absolutely irresistible!

Giles, the Crew Chief

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Kevin AKA Hubcap 14 years ago

Here's a few things that I saw.

1. This product is designed for grades 4-9. Does that mean that each copy of Real-Life Math comes with lesson plans for 4th, 5th, 6th, 7th, 8th, and 9th grades or is it one plan that the recipient modifies according to grade?

2. As mentioned many times above, the first thing you see is the "buy now" graphic. There's too much happening in too small an area on the page.

Spread it out.

You don't need to use a straight-jacket sales letter format but you should "rearrange" the items on your page so that they flow better and don't overwhelm the viewer.

3. Is your target market teachers, home schoolers or both? Are teachers allowed to use lesson plans that aren't certified by an agency (such as the school board)?

4. The images of the actual lessons are too small. Link them to a larger image that customers can see.

5. Your ad copy is a little bland. Liven it up.

6. Use a video. It reinforces the information in your salesletter and connects to your customer in a different way. Don't use an Animoto style video. You want to be able to tell the viewer (audibly) what the features and benefits of the product are.

Take a look at this site--->Your Baby Can Read-->they're in a similar niche.
- Thanks
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Bill_Z

14 years ago

Make it longer and stress benefits. Ask questions that the visitor can relate to, questions that they ask themselves which lead them to your sales page.

The way it is now, I don't know where to look first. You want to take the visitor through a natural progression so they can digest each piece of your sales copy, something like:

Headline
Questions
Benefits
Product and Features
Benefits
Testimonials
Guarantee
Price and Buy button

Regarding your idea on a free lesson, perhaps you could do a quick video demonstration of one of the lessons and embed it into the sales page. You don't want to give them a download link which will take them away from the sales page.

Thanks
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Crew Chief

14 years ago

Originally Posted by MarkAndrews IMCopywriting

Threads such as this one are better placed in the Copywriting Forum where you'll receive many more high quality replies from experienced, professional copywriters. Best, Mark Andrews...

Probably the best advice the OP could have received.

Originally Posted by MarkAndrews IMCopywriting

There's so much wrong with the page, it's impossible almost to go into full detail here. In short, the whole site is a complete mess. You'll be better off going for the traditional sales letter approach. In a nutshell, in this present form, it's absolutely terrible and I'm not surprised in the slightest it's not converting for you, with the information presented like this. Start over again. No easy way to tell you that, except to be blunt and straight to the point. Best, Mark Andrews...

Starting over is the only solution if you want to have success. Tweaking your current layout is like tweaking a 1986 Yugo Cabrio.

Originally Posted by E. Brian Rose

The very first thing that pops out at you on that page is "$19.99 Buy Now". I see that before I even see what the product is. That leaves people to believe that the most important thing is not your product, but the fact that you want my money.

Hence the 2 seconds... that's just one of the primary reasons why they make a quick exit.

Originally Posted by mkitchen

Wow guys, some really great advice - I appreciate it greatly. I was trying to stay away from the really long letter format.

Staying away from a proven psychological sales strategy is like you saying, "Yes, I know it's proven that defenses win championships, BUT I'm going to when the Super Bowl with offense only!

L-O-N-G sales letters work... and that's what you need to use.

Giles, the Crew Chief

Thanks

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Lance K 14 years ago

It's hard to tell you exactly how to improve your page without knowing what your business plan is. Are you offering lesson plans in other subjects as well? Are you going to have future volumes? Any other back end offers in the works (affiliate or your own)?

If all you want to do is sell this one $19.99 ebook, that's a different story. Also, you can drastically improve your page without going the full fledged long form salesletter route. I'd post in the Copywriting forum and ask for critiques. You'll probably get some harsh/blunt feedback, but you'll get some solid pointers.
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createyouwealth

14 years ago

I too have looked at your website and I must say when I first hit the site It looked like I got overwhelmed with too much at one time. And also got hit with the buy button before I even got to looking at what it was about. I think you would be best to go with the traditional sales letter layout, you would most definitely do better with conversions. Also you need to stress the benefits of your product and stress why the consumer must get your product. I use the AIDA rule for the layout of my sales letter which is (Attention, Interest, Desire, Action). And also you need to research other high converting sales letters which are similar to your product and see how their lay out is and see what emotional triggers they use to get/keep the consumers attention and ultimately get them to take action. All the best.

Thanks

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seoguy0

14 years ago

You should analyze the competition. See who else are offering the same or very similar product. Why should potential customers buy from you (and not them)? How targeted are your campaigns?

Thanks

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Michael Oksa

14 years ago

Hi m,

When it comes to looking at sales pages for people, I make it a rule to not read other's comments first, so I apologize if anyone else has mentioned these things.

My gut reaction on reaching the page is that:

1. You need a new e-cover, or no e-cover at all.

2. There is way too much going on at once, I don't know where to look.

3. I would rather have some idea of what I'm getting before seeing the price. You can definitely be up front about the price, but to me the price is the focus, which to me, as a buyer, says "this seller only wants my money". Of course, you do want your visitors to buy, but they probably won't if they have a similar reaction.

Other things I noticed:

The M3 logo needs more contrast. Perhaps a more "mathematical" look would help too. I get that the 3 is an exponent, but it looks like a Scrabble tile, which I associate with words, not math.

Everything seems to be in its own separate box, which breaks up any continuity to your message.

I see some features, and not enough benefits. An easy way to fix that is by pretending to be a buyer and asking "so what?" after everything you have written on your page.

If you keep the same testimonials on the right side, try switching the 2nd and 3rd ones. There's no real reason, other than aesthetics. The way it is now, each successive testimonial has fewer words, it looks like an upside-down pyramid. Swithng the 2nd and 3rd ones will change that. Granted, that may not have an effect on sales, but I think it will look a little better.

Perhaps offering a sample lesson would help.

OR a quick math quiz to give the students to see if they need help.

Other than that, I'd like a little more "meat". While the page is busy, there really doesn't seem to be much substance to it.

All the best,
Michael

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Terry Hatfield

14 years ago

You need to be actually selling something that someone wants to buy.

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GrantFreeman

14 years ago

The page is selling features.. that's why it sucks.

It's bland, and the ecover doesn't convey "quality" or "massive value here, get me now!" (check the top line in my sig).

Do more research. Look for the emotions people have. Go to forums where parents hang out that are at their wits end because they've tried everything but they can't get this subject through to their kids.

..and pay attention to what they say. Read between the lines.

Get passionate & excited about your product.. damn it! Give parents reasons to get emotional about teaching their children a powerful way of overcoming this challenge, and the reward they and their kids will get as it comes easier to them and they understand more.

Feelings. Not features.

This 'aint no "put up a sales page and hope it sells" advice. It's what works.

If you don't believe me, check out your online compeditors who are getting the most market share from this niche. What share are you getting right now?

Repeat this next statement verbally 200 times until you get it...

"It's not an 'ebook'. It's the ultimate guide for frustrated parents who love their children, and want them to succeed in this important life subject"

(The next Warrior that calls their incredible course, guide, or whatever an "ebook", I'm going to come to your house, hang you buy your heels, and drip-feed you to Paul Myer's cat)

Point number two..

Make the preview link a button and make it primary. Then make the buy button secondary.

This would be a good start, and I hope it helps you.

Grant

Thanks

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mkitchen

14 years ago

A lot of great advice still coming in, thanks I'm filing it away for this weekend when I go back at it.

To answer a couple questions - the primary audience is teachers and home schoolers (parents would be secondary). I know that's not obvious and something I need to change. The products are math activities with printable worksheets and teacher guides that tell the teacher how to do the lesson. The lessons are using math concepts that are learned throughout grades 4-9, also not emphasized enough.

I am currently working on new details and working in the short story of how I created these for my classroom and how well thy worked for me in my class.

And I really like the Baby Can Read site - that is close to what I had in my head and will helps pattern a little bit.

Once again thanks - you are helping this teacher figure a lot of IM stuff out!

Thanks

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Michael Oksa

14 years ago

I was also wondering, how many lessons are there?

Maybe you could have an overall sales page, and then have 3 buttons/links. "Teachers Click Here" "Parents Click Here" "Homeschoolers Click Here"

Then have a separate sales message geared specifically to them.

Another thought, out of the three target audiences, I think parents are the largest, so it seems worthwhile to go after them a little more strongly.

All the best,
Michael

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mkitchen

14 years ago

Originally Posted by Michael Oksa

I was also wondering, how many lessons are there?

Maybe you could have an overall sales page, and then have 3 buttons/links. "Teachers Click Here" "Parents Click Here" "Homeschoolers Click Here"

Then have a separate sales message geared specifically to them.

Another thought, out of the three target audiences, I think parents are the largest, so it seems worthwhile to go after them a little more strongly.

All the best,
Michael

12 Lessons

Parents are definitely larger, but very few parents are paying for supplemental math to sit down and work on w/ their 6th or 7th grader.

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Kevin AKA Hubcap

14 years ago

Originally Posted by mkitchen

12 Lessons
...but very few parents are paying for supplemental math to sit down and work on w/ their 6th or 7th grader.

Are you sure about this? We're always picking up supplemental activities that enhance our kids learning.

I think "parents" are a profitable market. Don't discount them yet.

Kevin

Thanks
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GrantFreeman

14 years ago

Originally Posted by Kevin AKA Hubcap

Are you sure about this? We're always picking up supplemental activities that enhance our kids learning.

I think "parents" are a profitable market. Don't discount them yet.

Kevin

Absolutely. My girlfriends son has problems with math. She's a teacher and she's purchased learning guides/books that teach better methodes than what's offered at public schools.

She'll keep doing this until she finds a method that gets through to her son.

Grant

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KathyK

14 years ago

Not a copywriter - but my mother was a schoolteacher, and I know some people doing homeschooling. (And I had a math minor in college, and thusly think math skills are important - so anything that helps that out...

)

They are two different types, with different concerns - and parents have still others. Go for specific targeting - make different pages for each target market. And tweak.

What the others above said also applies - also change that "was xx.xx" to something like xxx.xx value and explain how you are such a dedicated teacher that you are giving it away PRACTICALLY FREE. Check the copywriter's forum - they are much better at that sort of stuff than I am. But I actually did think the price was a bit LOW for 5 WHOLE grades?

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Cheers,
Kathy

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KathyK

14 years ago

P.S. - reading above (great minds think alike - and so do Michael Oksa's and mine.)

Home schoolers are probably your best target market - they ARE "paying for supplemental math to sit down and work on w/ their 6th or 7th grader". You might want to consider doing a few more lessons and splitting up the grades a bit - maybe 4-6 and 6-9. Find a couple of home schooling forums and read around a bit.

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Cheers,
Kathy

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Michael Oksa

14 years ago

I know this may not be what you had in mind, but as a parent, I was always looking for printable practice sheets to reinforce what my kids were learning.

Perhaps you could come up with some basic problems that would coincide with each lesson.

All the best,
Michael

Thanks

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Bruce NewMedia

14 years ago

At first glance it looks more like an ORDER PAGE than a SALES PAGE....I see others have pretty well tore it apart so I won't pile on.

Other than to suggest you start over completely from scratch. You need to either get some professional copy help or embark on learning how to write sales letters yourself.
______
Bruce

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havplenty

14 years ago

The sales page needs to be redone mate. It's too cluttered and doesn't convey the benefits of your product. If you think your market isn't used to long-form copy then trying doing a short one. Whatever you do go for the tried and tested A.I.D.A flow in your copy.

If you are short on cash and can't hire a copywriter, try looking around Google for a competitor in your niche. Don't plagiarise their copy, just use what you see as guide for redoing yours.

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Sales Page Not Converting - Need Help!

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