Would you consider this good? And how to make it better?

4 replies
Ok,

I am applying a number of principles that I have learned from 'Internet marketing'.

So far, for one product I've really been focused on, these are the stats:

a) If I get them to the opt-in page, (which is a 2nd page on my site), I get a 97% opt-in rate. However, if I take in to account traffic to first page, *then* to the opt-in page, an estimate (if my traffic stats are accurate, as they are slight estimates since the log software is not 100% accurate) would be roughly a 10% opt-in rate. (How I have it set up it wouldn't really make sense to have the opt-in form on the first page).

b) Of the opt-ins I *do* get, I have a roughly 7% purchase rate. (I.e., so for every 100 people who opt-in, 7 people will purchase).

c) At the moment, the traffic is not yet significant enough that I can do things like split testing headlines, etc (because it would be difficult to track/statistically insignificant, etc. I am not yet at the 1000 unique visitor's/day).

So my question is: (a) Based on your own sites, as a metric, would you consider this good, or could be much better?

And (b) what would you do to improve it?

At the moment. the funnel is basically like this (it is a software product, not an e-book/course):

a) User goes to site -> gets a free (full) trial version providing they opt-in
b) They get several autoresponder messages, basically talking about the product, (real) testimonials are included
c) Customer service is excellent, any questions are promptly answered (i.e., literally within 24 hours, if not within 5 minutes)

However, some people don't "see" the benefit. I.e., it is a 'delayed gratification' type of product. (I.e., it would like be doing SEO. If you make SEO changes, while sometimes you might see results within 1-2 weeks, genearlly speaking you won't see significant results say until 2-3 months down the road). The response I've gotten from some (who seem to be sitting on the fence) -- is that they don't "see" the immediate results (even though I've let them know it takes time). Any suggestion on how to connect with these people?

I am thinking I may also try the moneyback guarantee... However any other suggestions on what to do to increase conversions, etc, would be appreciated.

Thanks,

John
#good #make
  • Profile picture of the author bfairo
    I would say that your opt-in and conversion rates look really strong once you take into account what those numbers mean when you have much more traffic! there are alot of variables I'm sure, but as a business owner who faces objections every day the best advice I have is to approach those objections as if you were person having them. You know the product takes time to show results but you are just to anxious to wait and it's tough to make a decision based on future results. This is the perfect opportunity to relate to this people and do a little sideways marketing by offering smaller related materials that Do show more immediate results, as a companion to the main product. Perhaps make it something that they can only acquire by making that decision. Continue to show them the long term value of the software in your auto-responder yet make mention that you relate to the frustration of waiting, and this is what you did to overcome it. Hope that was helpful!
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  • Profile picture of the author petelta
    10% optin of traffic that ends up on a homepage is about right. That's what I see as well...about 10% of total traffic opts in.

    You could add an optin form on the first page, but have it to catch stragglers. As long as you direct your traffic to your squeeze page the majority of the time, you will catch all those interested subscribers.

    7% purchase rate is pretty decent for overall subscribers. You say you don't have enough traffic to test right now, but I don't see why you can't set a quick headline split test up...you may find one ups your conversions big time.

    Start paying close attention to your customer's lifetime value...how much does your average customer buy from you over the length of your relationship? Adding systems to increase a customer's lifetime value is the easiest way I've found to increase your monthly income. You have a good sales conversion rate...so I think you can definitely add to their lifetime value at a similar rate.

    Travis
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    • Hi Travis,

      Thanks for your message.

      Yes, traffic (I'd estimate) is about only 20-30 uniques per day. (But its targeted traffic vs run of the mill stuff). I've done very little SEO promotion, etc at this moment. (Although interestingly enough, with pretty much doing next to nothing SEO-wise, I've found my SEO traffic is steadily increasing by about 10% every week. I.e., this site has only been active for about 3 months, and weekly stats have gone from week 1 - 1 google visit, to 2-1, 3-2, 4-3, ..., etc until now I was surprised to see about 10-15 google visits this week (and its not over yet. I am used to sites with obviously much higher SEO traffic, but wanted to try this site first without doing any SEO promotion initially and work on the sales process first)).

      As well, although a bit early to tell, I'd say the lifetime value of a customer at the moment is probably at least $75-$100. (It is a very low entry point, subscription based). However, the feedback I've gotten is very good, so it's possible that the (minimum) lifetime value is at least $150.

      At the moment, I only have one product, however do have complementary products planned down the road. It is possible that I may be able to have a $400-$500 product available, but I'd say that is at least 2-3 months away from now.

      I am just thinking though there is probably something I could do to increase the immediate sales rate, but not quite sure what...

      John

      Originally Posted by petelta View Post

      10% optin of traffic that ends up on a homepage is about right. That's what I see as well...about 10% of total traffic opts in.

      You could add an optin form on the first page, but have it to catch stragglers. As long as you direct your traffic to your squeeze page the majority of the time, you will catch all those interested subscribers.

      7% purchase rate is pretty decent for overall subscribers. You say you don't have enough traffic to test right now, but I don't see why you can't set a quick headline split test up...you may find one ups your conversions big time.

      Start paying close attention to your customer's lifetime value...how much does your average customer buy from you over the length of your relationship? Adding systems to increase a customer's lifetime value is the easiest way I've found to increase your monthly income. You have a good sales conversion rate...so I think you can definitely add to their lifetime value at a similar rate.

      Travis
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  • PPS, what systems are you referring to/do you add?
    PPS #2, the 10% on your sites, is that pretty much across the board? (It's my understanding you have a number of sites set up?) As well, what kind of purchase rates do you get? And yes, I'd say (obviously) the ones who do subscribe are 'interesting' subscribers...

    John
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