Cold Traffic Straight To A Sales Page

42 replies
Do you ever send cold traffic straight to a sales page? I've seen a few folks doing it with FB ads. I've tried this in the past but it generally results in about 0 sales. It's only after they're warmed up that they buy.

Your experience?
#cold #page #sales #straight #traffic
  • Profile picture of the author Randall Magwood
    Same experience. It's all about how you warm them up to your free offer, how you communicate with them in your emails, and the strength/relevance of your sales page.
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  • Profile picture of the author timpears
    I for one get fed up of reading all the hype in most IM sales pages, so why would making them read more stuff to WARM THEM UP help?

    If the sales page can't convert them, isn't that a piss poor sales page?
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    • Profile picture of the author AdwordsMogul
      Originally Posted by timpears View Post

      I for one get fed up of reading all the hype in most IM sales pages, so why would making them read more stuff to WARM THEM UP help?

      If the sales page can't convert them, isn't that a piss poor sales page?
      No it's not. Selling something is a process. Depending on where the prospect is in the process, you have to display a different message.

      In most cases, you wouldn't expect the prospects to convert straight away.
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  • Profile picture of the author Matthew Trujillo
    If you go up to somebody and say "Do you want to buy a lasagna?". More then likely they will not buy, however, if you warm them up, by giving them a sample, they are probably more likely to buy the lasagna.
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    • Profile picture of the author Will Edwards
      Originally Posted by Matthew J Trujillo View Post

      If you go up to somebody and say "Do you want to buy a lasagna?". More then likely they will not buy, however, if you warm them up ...
      Definitely, I hate cold lasagna
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      • Profile picture of the author pstarsky
        I've tried it with FB ads. Cheap clicks, but not a very high rate for leads, and very few sales. Solo ads work better for sales.
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  • Profile picture of the author awledd
    Yep same. But I sometimes make money. Few though.
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  • Profile picture of the author John J M
    I know it's possible. I've seen people do it very successfully - especially when the sales page is very targeted and has a big video as its main element.
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  • Profile picture of the author Ryan Thomas
    I've had some success direct linking from facebook, but it's the exception rather than the rule. It takes a really good sales page. And you can warm people up a little with your ad copy.
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  • Profile picture of the author ramtin
    ya I was wondering the same thing. I usually like to connect first, I think people buy from people they like know and trust.
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  • Profile picture of the author WillR
    A good sales page will convert people without any followup. Followup is designed not to give you sales but to increase the sales you are already making. If you are running traffic directly to a page and getting no conversions, then it's usually a sign something is wrong. Either your traffic is poorly targeted and don't want what you have to offer OR your sales page is doing a bad job of selling (ie: people don't want your product bad enough).
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    • Profile picture of the author AdwordsMogul
      Originally Posted by WillR View Post

      A good sales page will convert people without any followup. Followup is designed not to give you sales but to increase the sales you are already making. If you are running traffic directly to a page and getting no conversions, then it's usually a sign something is wrong. Either your traffic is poorly targeted and don't want what you have to offer OR your sales page is doing a bad job of selling (ie: people don't want your product bad enough).
      Well, that depends on what you're selling, price, etc.

      While in theory, a good sales page would convert without follow up, for many products this will be so negligible you wouldn't want to bank on it.
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      • Profile picture of the author WillR
        Originally Posted by AdwordsMogul View Post

        Well, that depends on what you're selling, price, etc.

        While in theory, a good sales page would convert without follow up, for many products this will be so negligible you wouldn't want to bank on it.
        I disagree. If you are getting very good targeted traffic and sending it to a good sales page then you should at least be converting at 1-2%. If you are not then it's a sign things need to be worked on. Only once you have a salespage converting with direct linking would you then want to go to the effort of creating a followup sequence to further increase that conversion rate.

        Ask any marketer doing the big dollars and they will tell you the same thing. You test a market by direct linking. If you can't make sales by direct linking then it's not a good sign. But if you can make a few sales, even if you are making less money then you are spending on the traffic, you know that once you implement a followup sequence you can then turn that campaign profitable.

        But generally speaking if you can't convert at least 1% of the people you are sending directly to a salespage then you need to step back and change some things, whether it be the traffic you are sending to the page, the offer, or both.
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        • Profile picture of the author AdwordsMogul
          Originally Posted by WillR View Post

          But generally speaking if you can't convert at least 1% of the people you are sending directly to a salespage then you need to step back and change some things, whether it be the traffic you are sending to the page, the offer, or both.
          Ok, so let's look at a specific example. Let's say I'm selling a $5000 coaching package for local business owners.

          You are saying there is cold traffic that would convert? And make a profit?

          Can you tell me what the source of traffic would be?
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          • Profile picture of the author WillR
            Originally Posted by AdwordsMogul View Post

            Ok, so let's look at a specific example. Let's say I'm selling a $5000 coaching package for local business owners.

            You are saying there is cold traffic that would convert? And make a profit?

            Can you tell me what the source of traffic would be?
            If that were the case I would tell the person to go and do some learning of a thing called 'sales funnels'. You wouldn't try and send cold traffic to a $5,000 coaching offer. That would be silly and that is what sales funnels are for. Your lead generation product would be a much cheaper and much more affordable product that yes, should easily convert on targeted cold traffic. If it's not converting at all then the offer sucks or the traffic is not targeted enough. From the low ticket offer you then move people through your funnel and ultimately into your backend coaching program. Go and watch all the top marketers doing coaching right now. This is how it's done. So again, if your front end offer is not converting on targeted cold traffic AT ALL then it's a sign that something needs improving.
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            • Profile picture of the author lorita
              I think you need to do some tweaks to your ad to better qualify your target people.
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            • Profile picture of the author Joe Stewart
              Originally Posted by WillR View Post

              If that were the case I would tell the person to go and do some learning of a thing called 'sales funnels'. You wouldn't try and send cold traffic to a $5,000 coaching offer. That would be silly and that is what sales funnels are for. Your lead generation product would be a much cheaper and much more affordable product that yes, should easily convert on targeted cold traffic. If it's not converting at all then the offer sucks or the traffic is not targeted enough. From the low ticket offer you then move people through your funnel and ultimately into your backend coaching program. Go and watch all the top marketers doing coaching right now. This is how it's done. So again, if your front end offer is not converting on targeted cold traffic AT ALL then it's a sign that something needs improving.
              I used to do nothing but direct linking (STUPID!). I still think that direct linking can be effective with a good sales letter as long as the product is at a lower price point (example, $7-$27.00) and the traffic is extremely targeted.

              That being said, I've been direct linking to 5 different CPA offers for about 5 days now and have gotten 0 conversions. The traffic is targeted and the sales letters are very similar to other offers in the same niches. I don't trust EPCs as there are way too many variables.

              After doing this, my thought is that it's best to build landing pages and focus on building the list. The logic behind doing so is that the offer will still convert if the sales page is decent and will likely even convert better once the list is warm. However, regardless of whether the offer converts or not, I'll still have the list that I can market other products to.

              That being said, I don't see an issue with offering an OTO on the Thank You page. If 1-2% of my subscribers take advantage of it that could help to offset some of my marketing costs. I'd think that a lower cost item would be most effective as an OTO, but you just never know until you test.

              My two bits.
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  • Profile picture of the author kevin timothy
    I very, VERY rarely direct traffic straight to a sales page.
    Personally, I believe that it's a waste of time and resources.

    Doing this puts you in a position to lose from the start.
    You want to be able to follow up with potential customers.

    NOT driving traffic to a lead capture page will leave
    one with absolutely no way of following up with
    those interested.

    Sure, you can drive cold traffic to a sales page,
    but it will require tons and tons of more traffic.
    And this is only to have the law of averages
    on your side.

    Newbies will find it hard to grasp this concept,
    as not every visitor will opt-in. But in the long
    run I think that this is the efficient way to go.

    You must be able to Follow Up!
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  • Profile picture of the author H.Miller
    When I first started online I would send traffic straight to a salespage. I actually did pretty good. I only started building a list as I started to realize I was leaving a lot of money on the table by doing it that way.
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    • Profile picture of the author Emir Hayric
      Originally Posted by H.Miller View Post

      When I first started online I would send traffic straight to a salespage. I actually did pretty good. I only started building a list as I started to realize I was leaving a lot of money on the table by doing it that way.
      If these were CPA offers I cannot imagine that your network would be keeping you on that offer for long, even if you got conversions they would probably be bad leads or weak at best.
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  • Profile picture of the author TeamBringIt
    Originally Posted by JaredRhodenizer View Post

    Do you ever send cold traffic straight to a sales page? I've seen a few folks doing it with FB ads. I've tried this in the past but it generally results in about 0 sales. It's only after they're warmed up that they buy.

    Your experience?
    Why, in the world would you send any kind of traffic(hot/cold) to a sales page? It is much better to send them to a lead capture page. That traffic (hot/cold), sent to the sales page can result in zero conversions and you will not see that traffic/person again.

    BTW, the only time I'd send a targeted traffic stream, to a sales page, it would be my own list members...who I have build a great relationship with. Building that trust and proving yourself to your list, can make it possible. So that is the only time, I'd send warm/targeted traffic to a sales page. The chances of sales are much higher because of the trust factor built. The sales page still needs to do the selling and motivate people to take action!

    If you are buying traffic, send it to a lead capture page and build a relationship with them. No matter how great your targeting is, it is way better to build a solid relationship with the individual, than simply sending them to a sales page.

    Cold traffic in general can have poor results, so relationships are key. I could be wrong, but I thought people...needed to see a message 5-7 times before they bought. Now, on the other hand...if you are on a list of a reputable marketer and they have build a great relationship with you, then you could simply click on their aff link, go to a salespage and buy by just seeing a sales page once.

    This happens, because that reputable marketer has built a long and outstanding relationship with you and have proved that they only use/buy and refer quality products.

    I tend to read sales pages, and then come back and eventually make a choice, never on the first time....
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  • Profile picture of the author WarTiger
    Originally Posted by JaredRhodenizer View Post

    Do you ever send cold traffic straight to a sales page? I've seen a few folks doing it with FB ads. I've tried this in the past but it generally results in about 0 sales. It's only after they're warmed up that they buy.

    Your experience?

    I tried that, In one month I lost much more then I made
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  • Profile picture of the author AdwordsMogul
    Here is the reality.

    We're in 2013. People are more sceptical than ever before - and they are bombarded with more offers in a day, than they would be in week, just a few years ago.

    If you want to make money, go to your drawing board. Do your research. Find out out what your customer truly wants. Give that to him.

    Find out how much it costs you to get a customer. See who you can JV with. Find out as many lead sources as you can.

    Above all, develop a relationship with your customer so he keeps buying from you.

    I know it doesn't sound as good as some of the WSOs we have here, but if a year from now you want to have a business, these are some of the things you need to do.

    Otherwise, you'll be back here looking for the next thing that "works".

    But really... it's all about the basics. They have never changed, and never will.
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  • Profile picture of the author Ryan Thomas
    As I understood the question in the OP, it wasn't about follow-up, but pre-selling. Maybe I misunderstood, but those are two different topics.
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    • Profile picture of the author AdwordsMogul
      Originally Posted by Ryan Thomas View Post

      As I understood the question in the OP, it wasn't about follow-up, but pre-selling. Maybe I misunderstood, but those are two different topics.
      Yes, you're right. The point is, for most offers these days, your best guess is to build a relationship before attempting a sale.

      Of course, this doesn't apply to every market/product but in many cases that's what it is.

      Also, to the OP, can you at least share a bit of where you traffic is coming from? How many people have had go through your page?
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  • Profile picture of the author Rod Dinero
    Same experience here... zero sales, its worthless
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  • Profile picture of the author dannygnenerate
    Don't do it. There's two categories of people

    1. People who are sort of new and don't understand that in order to make money online is to have a true business structure which means a great customer experience. From the ad to the sales page. I don't recommend selling to cold traffic especially if you're not making a sufficient amount of money already per month and have not built a brand.

    Making a certain amount of money allows you to take a certain amount of risks, so some marketers run tests to see what is the best conversion method because some times taking them to an opt in page is a waste of time depending on your market and what niche of that market your "profession is". If it's cooking recipes... To the sales page it is and it is then the sales page's job to act as a buffer. Meaning to be the warmer and converter.

    2. The second type of people are those that are more established and it's not really a risk to them because they've already calculate their roi and presume their loss. It's a balancing act and a "stage 2" as we call it in my office when you get to a point of saying"ok, how can we make faster sells without the opt in page"?

    There comes a point where you need to record those metrics and see if you need to raise the price of what you're presenting to compensate the losses, think about the customer experience and how the conversation went from ad to sales page and did you answer it clearly. There are lots of small parameters to consider.

    I'll say this as I always say, focus on the quality of the value you present your prospects. Giving stellar value reflects on your brand believe me on this because one hiccup can drive a customer that has the potential to spend thousands with you away.

    Value is everything also, it's about how well your sales page converts to sells. Remember, they need to feel certainty and have a feeling that they know what you are presenting will work. Like I always say, "you're a marketer not a salesmen" present the benefits and turn their need to a desire... There's nothing stronger than desire, not even love.

    You have no control over the quality of visitors but you have full control over the quality of your page which converts your prospects into buyers.

    Hope this helps

    Warm Regards,

    Daniel
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  • Profile picture of the author TerryX
    People like to buy things, but you need to warm them up a little first.
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  • Profile picture of the author Slin
    It can work, the first sale I ever made online was of 100$, it was from a CB product I promoted through chitika.

    There are still guys who promote directly to sales pages through google adwords, the key is finding an offer that converts.

    Of course in the long run it's always a better strategy to try to capture emails but that's not what your question is about.
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  • Profile picture of the author Matthew Trujillo
    If you are looking to waste your time, effort and money driving cold traffic to a sales page I recommend it.
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  • Profile picture of the author dannygnenerate
    Originally Posted by JaredRhodenizer View Post

    Do you ever send cold traffic straight to a sales page? I've seen a few folks doing it with FB ads. I've tried this in the past but it generally results in about 0 sales. It's only after they're warmed up that they buy.

    Your experience?
    I'd recommend if you're paying for clicks to not do this, unless your ad has a price point on it. This way you can at least qualify those that are most likely to pay vs not having a price on you ad and people clicking it just to see what it is (curiosity killed the wallet).

    This is why Big Brands put pricing on some of their advertisements, they are trying to save money by weeding out the freebie seekers by saying "hey, this costs money so...".

    When it all boils down though, if you want to play it safe then I'd highly suggest that you build a list.

    Here's to your success...
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  • Profile picture of the author agent13mp
    when dealing with cold traffic they dont know you or trust you. You must know them better then they know themselves. Know there problems fears what they want in a solution etc.

    Since they dont know you making an outrageous claim like $1million in two days" they wont believe it but if you approach them indirectly and leave some mystery like "Discover the 1 'little known' trick to a million business of your dreams.."

    It tells them what they get out of it and still feel interested in knowing more. you can pull them in from that point if you are collecting leads its a great tactic
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  • Profile picture of the author misshang
    just done facebook ads trying to promote services to cold traffic.
    reach 1148 but only 12 clicks.
    that's why I don't like cold traffic.
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  • Profile picture of the author rongindamix
    It's not the best because your not generating leads. That's like dating a girl going straight for the intimacy. Customers don't buy until usually the 3rd or 4th try. Your getting direct sales yes, but losing a lot of potential money by not capturing leads and warm marketing with them.

    This is what Dan Kennedy's "Trust Based Marketing" is about. Along with Jay Abraham's "Strategy of Preeminence".

    It's easier to capture the lead because some people respond to different products. That sales page could have on product that they're not interested it, but if you came out with another product a couple weeks down the line that they love you can't promote it to them because you don't have the lead.

    So do it if your desperate for money, but don't leave the money on the table.

    And I would recommend using direct ads for cold sales pages only if you need money for advertising spend. Or just doing it with email marketing.
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  • Profile picture of the author jemacb
    Quite frankly it does NOT make good business sense in today's environment to spend money on un-targeted ('cold') traffic.

    It is more prudent to spend your time (your most valuable asset) and money targeting precisely individuals that are representative of your particular customer for your offer.
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  • Profile picture of the author drewfioravanti
    This thread is representative of just how far down the toilet this forum has gone. And I suspect it will continue to get worse.
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  • Profile picture of the author miklanderson2
    In one of my niches I send cold traffic to a landing page on my website where I advertise deals that are too good to pass up. I have an opt-in box at the top of the page and I make enough sales to pay for my traffic and then some while building my list.

    This technique definitely won't work in all markets, but when you've got a group of customers who love great deals on great products and are ready to jump on a great deal, it works well.
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  • Profile picture of the author borsaronero
    Originally Posted by JaredRhodenizer View Post

    Do you ever send cold traffic straight to a sales page? I've seen a few folks doing it with FB ads. I've tried this in the past but it generally results in about 0 sales. It's only after they're warmed up that they buy.

    Your experience?
    Depends on the audience you are targeting. There are many factor involved.
    Which product, if the campaign is correctly set up and if the page convert enough for the audience you are targeting.
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  • Profile picture of the author jasondinner
    I've done it and still do direct link to offers from paid traffic.

    While it's not the best business model, it's a pretty straight forward one soley based on ROI.

    I wouldn't recommend it as your only way of making money but it does work if you put the right offer in front of the right people.
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  • Profile picture of the author EPoltrack77
    I use paid traffic sources a lot of times to test offers for my funnels.
    yeah you'll make sales if the product converts. The whole idea with the funnel is to yes warm up your prospects but also to really leverage your marketing efforts. Before the opt in page came along thats all there was was direct linking. Worked back then, still works today...

    Thats where investing 5 dollars in traffic and make 20 dollars plus in return is good. Your even better if you can send that traffic to a squeeze page capture the email which is usually much easier but then collect the sale on either your thank your page or in your first message. This is talking on a digital level of course...

    If you bring physical products into the picture it's a whole different world. I'm learning that physical products are much easier to sell. It's easier to put an emotion on something you can touch and feel!

    Either way, ultimatly your right, the thing we want to do is build a list of prospects. The magic happens in optimizing your email campaigns. Just be yourself and express your personality as best as you can. Again, its all about testing, testing and testing...
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  • Profile picture of the author gmarklin
    I am not sure what you mean by cold traffic. The best way to sell things Is to direct your advertising to targeted traffic. People who need and are looking for what you are selling
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  • Profile picture of the author AndyFrance
    I would definitely send the traffic through a squeeze page, preferably pre pop that way you can have a relationship with the leads even if they don't buy...
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