7 {{ upvoteCount | shortNum }}
7 {{ upvoteCount | shortNum }}

List conversion hierarchy

by PeterGarety
6 replies
Hi there,

I want to share a very interesting fact about a list conversion rate and its hierarchy.

I am running a campaign now, which is generating a different kind of traffic from everywhere. The bribe is a free video.

So, here is how it goes:

1. I have 11,1% conversion rate of my landing page

2. Since I am using double opt-in, half of the people do not confirm the email address (which is fine with me, since I do not want people who are not interested in my thing)

3. From the half which is confirming the address, about 20% watch video completely, around 35% watch the 60% of it and the rest watch less than 50%,

4. Once I send a follow up email I have the open rate 6%.

So, from each 100 person I have 10 who is watching my video completely and 6 who is opening my emails.

This is how I track my conversion rate.

What is your experience with conversion rate tracking?

Thank you!
#conversion #hierarchy #list
  • Profile picture of the author Shaun OReilly
    It's great that you're tracking your conversion rates
    so you know how you're doing.

    Your current conversion rates seem on the low side
    so you may want to improve your copywriting skills.

    A landing page should convert at least 30% and
    even more if you're split-testing different versions.

    Only 50% confirming their subscription is on the
    low side too. Look at the strength of your initial
    offer and the copy and process you're using to get
    people to confirm. This should be at least 75%
    confirming.

    And open rates should be in double digits. Take
    a look at your subject lines and the relevance of
    your body copy.

    I hope that helps you.

    Dedicated to your success,

    Shaun
    Signature

    .

    {{ DiscussionBoard.errors[2382276].message }}
    • Profile picture of the author PeterGarety
      Originally Posted by Shaun OReilly View Post

      It's great that you're tracking your conversion rates
      so you know how you're doing.

      Your current conversion rates seem on the low side
      so you may want to improve your copywriting skills.

      A landing page should convert at least 30% and
      even more if you're split-testing different versions.

      Only 50% confirming their subscription is on the
      low side too. Look at the strength of your initial
      offer and the copy and process you're using to get
      people to confirm. This should be at least 75%
      confirming.

      And open rates should be in double digits. Take
      a look at your subject lines and the relevance of
      your body copy.

      I hope that helps you.

      Dedicated to your success,

      Shaun
      Thank you my Friend. I do not worry about a conversion rate, as the traffic is coming from all over the world, and it is really not targeted. The other day I had visitors from 226 countries.

      I am currently testing different banner strategies.

      With this thread, I wanted to trigger people to share how they track each step in the process.

      How about you?

      Do you use videos in your marketing and how you're tracking them?

      Have you tried to embed video in PDF file and then track how many people are actually watching it once they download your e-book or report? Any other ideas?
      Signature

      {{ DiscussionBoard.errors[2382535].message }}
      • Profile picture of the author fcf360
        One thing I noticed is that it is just a numbers game. Some days, somebody tends to be more receptive than others and is more willing to open an email.

        The more traffic >> more opt-ins >> more open emails >> more sales.

        Also, I think it varies with what you are pushing as well. I tend to be pushing no-sales oriented lead generating offers which tend to be more frequent and more oriented towards the numbers game. Which may or may not be applicable to someone else who is going after more of a relationship based list building.
        Signature
        The Warrior Forum
        {{ DiscussionBoard.errors[2382596].message }}
    • Profile picture of the author regska
      Originally Posted by Shaun OReilly View Post

      And open rates should be in double digits. Take
      a look at your subject lines and the relevance of
      your body copy.

      I hope that helps you.

      Dedicated to your success,

      Shaun
      He is right. Open rates should be in double digits. What I always do is when I have less than 10% open rate, I'll send them another email with a different subject, and inform them like this, "in case you missed my email previously" or something like that. That way, the people opened your previous email will not accuse you of spamming.

      By doing that, you are just making sure and don't want them to miss out your last email if it's really important. And, maybe the reason why your first email was not opened by most people is because maybe their too busy and missed your email. So, giving them a chance to check your email again, with a different subject line, and a reminder like "in case you missed the previous email", will help you improve your open rate.

      Hope this helps.

      Gary
      Signature
      {{ DiscussionBoard.errors[2382636].message }}
  • Profile picture of the author Anonymous Affiliate
    Originally Posted by PeterGarety View Post

    1. I have 11,1% conversion rate of my landing page

    2. Since I am using double opt-in, half of the people do not confirm the email address (which is fine with me, since I do not want people who are not interested in my thing)
    Within the first 2 points you've sabotaged your own business...

    A) 11% optin rate for a squeeze page is not acceptable. You should work on that.

    B) Giving up on half your optins due to the confirmation extra step is not acceptable either. You cannot afford losing 50% of your business before they even get into your funnel.
    {{ DiscussionBoard.errors[2382790].message }}
  • Profile picture of the author iSoftware
    I think it might be helpful for you to play with the 7 Vital Email Marketing Metrics. Namely:

    -optin rate
    -deliverability rate
    -confirmation rate
    -open rate
    -ctr rate
    -sales (or conversion rate)
    -viral referral rate (my own proprietary metric if you will)

    I have some forecast models that enable me to determine which of all these metrics effects sales the most.

    As an example, pick a percentage change of a constant number - say 2%. Did you know that a 2% increase in optins has a higher effect than a 2% change in confirmation rate increase (in fact I saw that it was almost double....).


    When it comes to increase optin rates, the in house metrics I use consist of
    -Design (color, fonts, graphics)
    -Headlines
    -Data fields (ex. name or name and email or name, email, mobile number, etc)
    -Optin Button (text and/or graphic)
    -Optin INcentive (ebook? video? software? sweapstakes drawing? free mp3? etc etc)
    -Optin Bullet points (ex. benefits or benefits and features, etc)

    Alot of people would say that of those 6 Factors, the HEADLINE is the most important, probably followed by the OPTIN INCENTIVE.

    I think you definitely want to test. If you don't want to test all 6 of those factors that effect optin rates, try testing the headline, the optin incentive and maybe the submit button.

    I would also say you might consider a stronger confirmation page. Many people create a confirmation page that is personalized and that has a strong call to action, employing urgency or other marketing tactics to "sell" the confirm.

    Keep in mind people often have to be told something several times, or perhaps their eyes are being distracted by something in their browser, an ad in another tab, etc, etc.

    What if you just tweaked your confirm page and with the same optin rate you doubled the total number of confirms because more people clicks the confirmation button!

    These are just some thoughts but I think that for each of the (7) Metrics mentioned above, you might find it useful to really dig deep into discovering how each factor will effect your overall ROI

    Good luck
    Signature
    {{ DiscussionBoard.errors[2385663].message }}

Trending Topics