Why doesn't my product sell?

12 replies
This is my website:

First Certificate | First Certificate Course | FCE

The product is an online preparation course.

It currently makes 3 random sales a month but nothing more which is disappointing. Here are the stats (past 7 days) for the site:

COURSE PAGE: 550 pageviews / 336 unique pageviews / 52s average time / 66% bounce rate / 20% exit

WHY US PAGE: 145 page views / 102 unique page views / 27s average time / 100% bounce rate / 9% exist

BUY NOW PAGE: 935 page views / 792 unique page views / 41s average time / 65% bounce rate / 26% exit

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Sales past 7 days: 2

Buy now form submitted in past 7 days which have gone on to connect to paypal: 9

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How can I make the site convert more??

Thanks lots in advance guys!!
#product #sell
  • Profile picture of the author m30jake
    Anyone please?
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  • Profile picture of the author Chri5123
    Testing, Testing, Testing!

    You ARE making sales - maybe put an opt in form on there and offer a preview of the course.

    How is your course different to the hundreds of others?

    Why should I buy from YOU?

    Is your price better?

    What are people saying about your course?

    Where can I get support?

    Maybe stick a presentation video on the site and give a tour of the members area?

    Keep testing and if you have a good niche you will get there!

    Chris
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  • Profile picture of the author Damz
    Read this and get more ideas on which ways you can change your sales design.

    Hidden Friction: The 7 Silent Killers of Conversion | MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas

    There are unnecessary elements such as FB connectivity, I think..

    Try to get a more detailed sales copy done.. display prices, testimonials, video etc..
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    • Profile picture of the author Will Edwards
      Originally Posted by Damz View Post

      Read this and get more ideas on which ways you can change your sales design.

      Hidden Friction: The 7 Silent Killers of Conversion | MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas

      There are unnecessary elements such as FB connectivity, I think..

      Try to get a more detailed sales copy done.. display prices, testimonials, video etc..
      Great article on your blog!

      Thanks.

      Will
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      • Profile picture of the author Martin Luxton
        Jake / Dermot (?)

        1. I find your pages confuse my eyes - not sure where I'm supposed to look on them.

        2. You have lots of Facebook likes but where are the testimonials from students who successfully used your course?

        3. No sign up box to get visitors email addresses to follow up.

        4. What exactly do I get from this course? Confusing message.

        On one page you say this:
        The leader of English teaching presents a dynamic and interactive online course for the grammar part of the official Cambridge exam:
        while on another page you say this

        With First-Certificate you will learn to speak with zero errors and this way, will develop an authentic English, the English spoken in the real world.
        So, what do I learn? Just how to speak perfect English but no exam technique?

        5. If I were Japanese, Brazilian, Chinese, etc I would find the strong Hispanic bias of the site offputting.

        6. Related to that, you are marketing to a very poor market. Spanish youth unemployment is through the roof, local governments are effectively bankrupt . . . Yes, people will still spend on education, but your offer has to be really worthwhile.

        7. From the latest figures I can find, about 270,000 people take FCE every year compared to 1.4 million who take IELTS. The IELTS market is 5 times bigger.

        8. Other Cambridge exams that are growing quickly are Starters, Movers, Flyers, KET and PET. Apart from targeting the parents of school kids, you can target non-EU citizens with PET because new immigration rules mean spouses of business people working in the UK have to pass PET to get a resident's visa.

        9. Finally, put some sample lessons on the website (and some teaching plans for teachers).


        Martin
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  • Profile picture of the author Steve Faber
    If you have traffic, there are only 4 real reasons why a product won't sell:
    Wrong market
    Wrong Price
    Bad Sales Copy
    No Trust
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  • Profile picture of the author helisell
    m30jake

    The site is pretty awful really.

    What do you really want a visitor to do when they get there?

    Whatever it is you MUST make that the target of your layout.

    At the moment a visitor is presented with so many disjointed
    and disorganised links that they just give up and leave (as your stats show)

    Every site needs a headline that conveys a big benefit
    then explains how that might happen. You mention a benefit
    but then a visitor has to do something else to find out how the
    benefit will be delivered, and it is NOT obvious what I need to do
    to discover that.

    The fact that you are making sales with the site this badly laid out
    is a very positive thing. I think you could turn this into an immensely
    successful site but you need to learn about website layout.

    Keep at it...I think you are onto a winner here.

    .
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    • Profile picture of the author Steve Faber
      Originally Posted by helisell View Post

      m30jake

      The site is pretty awful really.

      What do you really want a visitor to do when they get there?

      Whatever it is you MUST make that the target of your layout.

      At the moment a visitor is presented with so many disjointed
      and disorganised links that they just give up and leave (as your stats show)

      Every site needs a headline that conveys a big benefit
      then explains how that might happen. You mention a benefit
      but then a visitor has to do something else to find out how the
      benefit will be delivered, and it is NOT obvious what I need to do
      to discover that.

      The fact that you are making sales with the site this badly laid out
      is a very positive thing. I think you could turn this into an immensely
      successful site but you need to learn about website layout.

      Keep at it...I think you are onto a winner here.

      .
      He has a headline with a call to action directly under it. There are some other links, but the headline and primary call to action hits you square in the face the second you land. I've never even heard of the First Certificate, yet I didn't have any trouble determining who this site was targeted at, or what I should do next if I wanted to pass the damn thing the first time.
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      For Killer Marketing Tips that Will Grow Your Business Follow Me on Twitter Now
      After all, you're probably following a few hundred people already that aren't doing squat for you.....
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  • Profile picture of the author Quirpo
    I disagree with most the responses. I think that the site looks good overall.
    You need two things!
    1. Testomonials - either text or video of people that have purchased that loved your product!
    2. You need content that is new every day (news, articles, etc.) that are geared toward your capture audience.

    Those two things....won't be a 'save all', but I bet you see results!
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  • Profile picture of the author troy23
    It's a really good site. I also have sites that sell online and DVD courses and in general 3 a month sounds about correct. People hunt around for free stuff a lot. You could try adding an opt in box and a series of follow up emails, but don't expect miracles.
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  • Profile picture of the author seobro
    Hi Jake:
    I did not see a price. What are your prices. This is not a question, and I do not need an answer. Still, if I cannot find a price, then do not expect me to order a product or a service.

    Fact is, on most of my pages I will have an e-book and right underneath in big bold letters is the price. Also, there is an enormous [BUY] button for them to click on. Please look at some order pages. Get hints from major companies. A good example is amazon.

    What is your purpose? OK so here is mine. For people to BUY my product or service.

    I will tell you that you have many amazing images. However, that is not what pays the rent for us. The key to getting people to click on your [BUY] button is a picture of what you are selling as in an e-book, or a video of your service.
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