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Need Some Webpage Conversion Expertise & Feedback

by Talltom1
5 replies
Hey everybody,

I just launched a new info product, that is dynamically generated (i.e. its not a pdf report, per se). The list price is $295.00

I have five exactly identical landing pages, with one minor exception, the price (five different prices for the same product). I have these pages all set up with google's website optimizer and it decides which page (price) to show to the next arriving visitor.

I'm driving traffic using Adwords, and I'm tracking darn near every metric possible except the visitors eye color (still working on that retina eye scan). Anyway my critical metrics are through the roof. Except people parting with cash.

My CTR on Adwords is running around 7 percent. In addition, my bounce rate is about 31% and the average time spent on my site is about 14 minutes - so visitors are definitely interested in what I've got.

Also, (and here's the real question...) of the visitors to the site, about 21% begin the payment process; step one - input your name and contact info on page one, step two - visit the payment page and enter a coupon code or payment info - step three, explore your data!

So 21% of all visitors begin the payment process, but none actually complete the process, even from pages where they have a coupon for a free report.

The only thing I can think of is that my click throughs from adwords is pretty low (actual number of visitors around 50-80 per day) - meaning that I may need to scale it up quite a bit more to achieve success. I've also repeatedly checked the aesthetic and the technical obstacles - there's none.

So what's your thoughts? Anything that you'd test?

I'd love your feedback

Talltom
#conversion #expertise #feedback #webpage
  • Profile picture of the author Kevin Hill
    Perhaps your pricepoint is a little steep for cold traffic? People who come to you through Adwords don't know or trust you (yet).

    I don't know your niche or product, but I would sell a lower-end offer ($27 or so) to this type of traffic to get at least a list of buyers. Then upsell them the $295 product (both 1-click and autoresponder follow-up).

    Plus if you're getting 60-80 visits to your site/day and you're testing 5 landing pages, it's going to take you forever to get statistically significant results.

    Your shopping cart abandonment seems normal. I wouldn't offer any free reports during your checkout process--these people are hot and bothered and ready to buy--and you don't want to obfuscate the process.

    Like I said, I don't know your niche or product and haven't seen your site. But these are the things that jumped out at me.

    Kevin

    P.S. There could be a "speedbump" in your copy that's keeping them from buying too. Do you have a lot of proof (testimonials, case studies, etc)? Like I said, haven't seen your site.
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  • Profile picture of the author Frank Donovan
    Are you giving out the coupon code in your Adwords ad? If not, I wonder whether your step two is putting buyers off.

    Seeing a coupon code option when you don't have a code, always gives the impression that someone else is getting a better price and might tempt your prospects to abandon the checkout process and go search the net for the coupon info - especially with a higher priced product.


    Frank
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  • Profile picture of the author Talltom1
    Frank - No, I'm not giving out the coupon code in the adwords ad. It's on the specific landing page that they hit. Depending on which landing page they see, will determine which code they get.


    Kevin - I've really worked hard at removing the copy 'speedbumps' or anything that the prospect could perceive negatively. Also, for this market niche, the $295 price is the rough equivalent of your suggested $27 product. Which means that the $295 pricetag opens the door to subsequent and more expensive products.

    There are no 'distractions' during the contact info entry or payment pages that should turn off the buyer.

    There isn't however any overt material designed to build trust such as a testimonial, etc.. However the webpage is very professional appearing, which in itself builds confidence.

    I've haven't completely ruled out a copy or a technical problem, but I'm beginning to think that I simply need to scale up the volume of visitors. I'm thinking back to the slogan used by the republicans during the last presidential election....'drill, baby, drill'. I think I'll tweak that a bit...'scale, baby, scale'.

    Thanks for the feedback guys.

    Talltom
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  • Profile picture of the author verdi
    Hello Talltom

    This may sound simplistic, but, once a person has decided to buy, why not take them <b>straight</b> to the payment page. Forget coupon codes entirely. Collect their details after they have paid - i.e. thanks for your order, to receive further updates for free enter your details here - but give them the opportunity to refuse the updates.

    Best Wishes
    Joe
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  • Profile picture of the author Talltom1
    Joe,

    That's a great question. What I am doing is testing price points with product to best determine which market segment would respond best to a specific price. But your point is well taken...and perhaps the ultimate objective when I settle on a final price for the product. Click the 'buy' button and go directly to the payment page.

    Ya' know, I could be making this a bit more difficult than it needs to be. Perhaps tomorrow, just throw only one of the five pages up (i.e. show a single price all day tomorrow) and then take them right to the buy page.

    Hmmmm

    Talltom
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