Website Feedback for Better Conversion

by mmlux
10 replies
  • WEB DESIGN
  • |
Hello,

I would appreciate some feedback on my website to get better conversion to my paid service.

Website: montana.plant-life.org (since 15 years)

And my paid service page: http://montana.plant-life.org/page_premium.htm (since 6 months)

I have about 200 total site visitors per day during the summer, which is high season, out of which I have about 20-25 daily page views on my paid service page.

However, I have only gotten 9 signups so far, which translates to about 0.3% conversion rate.

I have decent traffic to my site, but how can I increase my conversion rate?

I know the site design might not look modern, but it's responsive, and I think has the best design for displaying the content.

Thanks for any input!
#conversion #feedback #website
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  • Profile picture of the author managepro
    Hello There,


    The content on your site looks good, and we can see that you are an expert in the subject matter.



    However the sales page does not convey your subject matter expertise and the value of the product effectively to your target market, looks do matter in this era.



    It also depends on the source of your traffic and how targeted your traffic is towards the subject of your website


    Thanks and Best Regards
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    • Profile picture of the author mmlux
      Hi managepro and thank you for your reply!


      Do you have any suggestion of how I could improve the sales page?


      About traffic, it's from search engines and backlinks, no paid traffic.



      Originally Posted by managepro View Post

      Hello There,

      The content on your site looks good, and we can see that you are an expert in the subject matter.

      However the sales page does not convey your subject matter expertise and the value of the product effectively to your target market, looks do matter in this era.

      It also depends on the source of your traffic and how targeted your traffic is towards the subject of your website

      Thanks and Best Regards
      {{ DiscussionBoard.errors[11408239].message }}
      • Profile picture of the author SARubin
        Originally Posted by mmlux View Post

        Do you have any suggestion of how I could improve the sales page?
        Hi mmlux,

        I just took a look at your sales page, and the first thing that caught my attention is that your sales copy is ALL about features, with nothing about benefits.

        Simply put... "Features" are what your product is. And "Benefits" are what your product does (for your visitors)


        In sales copy, good sales copy, we need both features and benefits. Because benefits speak to the emotional side of the buyer. And that's where most of the buying impulses come from (in most people)

        And features speak to the logical side of the buyer, which allows them to justify their buying decision.


        Really, the only time features sell by themselves, is when your audience is already a dedicated enthusiast of your subject matter.

        For example: If your visitors are members of the "amateur botanist club of Montana" then they might just be looking for a list of all the different species of flora. Because they already know what it will do for them. And they can easily translate the features of your product into their own benefits.

        But if you want to sell to the rest of us mere mortals... then we need to clearly understand how your product will enrich our lives.


        I'd be happy to show you a couple examples of what I mean, using your own sales page as our laboratory. But I don't want to overstep my boundaries here. So if you're interested, just PM me and let me know.

        (in the past I would've just put it down in my post, for everyone here to see. But a couple people have advised me to stop rambling on so much, in my forum posts. And since we'll be using your own page as our training ground, it might be better to not clog up the forum)

        Anyway, just let me know if you're interested.

        All the best,
        SAR
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        If your advertising is not getting you the results you want to see... I can show you how to fix it - Direct Response Copywriter / Conversion Flow Specialist

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      • Profile picture of the author managepro
        Originally Posted by mmlux View Post

        Hi managepro and thank you for your reply!


        Do you have any suggestion of how I could improve the sales page?


        About traffic, it's from search engines and backlinks, no paid traffic.
        Hello There,

        I will make you a few technical recommendations about improving your sales copy and sales process:

        1. Since you get your traffic from search engines, to evaluate your traffic and to understand what keywords get you the traffic, it would be good to integrate google webmasters to your website.

        Then you will be able to see exactly what keywords are getting traffic to your site, this will provide you insights into the quality of your traffic, and the keywords that would purchase your product, and the keywords that wont. So you will get a better factor on your conversion rates

        2. I would also second SARubin on the benefits to be added to your site, simply said it is the value that you will deliver in return for the the money they pay you

        A quick e.g. tagline for that could be "Become a Montana Plant Expert and ________"

        3. Salespage look and feel, A good sales copy will enable you to sell your product, but a good looking sales copy page will enable you to sell even more

        For the same I would recommend you to use a Content Management System like WordPress, which will enable you to create these sales pages easily, and you can update or change them as and when you like, which is initially very important when you are launching a new sales page.

        Also wordpress provides you with several themes for setting-up the look and feel, and plugins which enable you to perform other functions like SEO , integrating with google analytics for monitoring traffic, or to google webmasters for evaluating keywords that send traffic, also wordpress has a large number of online sales and marketing plugins, which can help you setup and automate the complete process of lead generation, email or sms marketing, follow-up, and sales closure.

        If you had like to know more technical details about how to implements such a wordpress powered sales system then please do PM me

        Thanks and Best Regards
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        • Profile picture of the author mmlux
          Hi managepro and thank you again for your helpful reply!

          1. Yes, I do have Google Webmaster Tools, and can see the keywords and traffic. So I could possibly use high-volume keywords more on my sales page.

          2. Very interesting to see such a formulation as you write To me, it would seem presumptuous to try to second-guess what the reader would become by purchasing my product. I think that's something they have to decide for themselves, by reading the features.

          This is just how I see it myself, because when I read sales pages with all the volume of (usually over-stated) hype about how their product will benefit me, I'm mostly turned off, and rather turn to sites where features are described in more detail instead. After all, the features are the hard facts.

          But maybe the majority of people function differently, and are duped by reading about imaginary benefits, which may or may not be turn out to be true for them.

          But I could always make a test page and reformulate portions of it more in the style of sales letter language, and see what happens. That would be interesting!

          3. Yes, very good suggestion, if you mean that I could just have my salespage in Wordpress?

          Because I wouldn't redesign my whole site for WP, then I would lose the present functionality.

          Thanks again
          Jan


          Originally Posted by managepro View Post

          Hello There,

          I will make you a few technical recommendations about improving your sales copy and sales process:

          1. Since you get your traffic from search engines, to evaluate your traffic and to understand what keywords get you the traffic, it would be good to integrate google webmasters to your website.

          Then you will be able to see exactly what keywords are getting traffic to your site, this will provide you insights into the quality of your traffic, and the keywords that would purchase your product, and the keywords that wont. So you will get a better factor on your conversion rates

          2. I would also second SARubin on the benefits to be added to your site, simply said it is the value that you will deliver in return for the the money they pay you

          A quick e.g. tagline for that could be "Become a Montana Plant Expert and ________"

          3. Salespage look and feel, A good sales copy will enable you to sell your product, but a good looking sales copy page will enable you to sell even more

          For the same I would recommend you to use a Content Management System like WordPress, which will enable you to create these sales pages easily, and you can update or change them as and when you like, which is initially very important when you are launching a new sales page.

          Also wordpress provides you with several themes for setting-up the look and feel, and plugins which enable you to perform other functions like SEO , integrating with google analytics for monitoring traffic, or to google webmasters for evaluating keywords that send traffic, also wordpress has a large number of online sales and marketing plugins, which can help you setup and automate the complete process of lead generation, email or sms marketing, follow-up, and sales closure.

          If you had like to know more technical details about how to implements such a wordpress powered sales system then please do PM me

          Thanks and Best Regards
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  • Profile picture of the author mmlux
    Hi SARubin,

    Thank you much for your informative reply about my website!

    Yes, I'm aware that my sales page basically only presents features, and not benefits. I have not been able to come up with benefits that makes sense to write, other than maybe things like "Enjoy exploring all of Montana plants..." which seems obvious.

    So I'm very interested in hearing your further feedback on how I could improve it!


    PM sent.


    With appreciation,
    Jan
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  • Profile picture of the author savidge4
    I have to ask... Right now I can go to your site and look up all the plants correct? so why would I pay?

    Am I just assuming I have access to all of it?

    I do understand this is clarified in your sales text... but only there and not anywhere leading up to that. This is actually the greatest point of separation between what you are offering for free the 250 species and the entire list 2063.

    So a headline like... The website currently displays 250 species... The premium directory includes all 2063 species with over 9000 images.

    A few things to consider...

    I would suggest a 3 tier pricing at the bottom.

    DVD + Premium yearly subscription ( a slight discount off the DVD + the yearly fee )
    The Premium Yearly
    The Premium monthly

    There has been a lot of research done on this concept. The 3 tier pricing generally removes the lower option and sales are focussed more on the center option. If you look at New York times they offer the first year of online for free with physical paper subscription. So your pricing would look like $24.95 + SH and free premium for a year. $19.95 a year, or $2.45 a month. which would you buy? - better yet which one makes you more money?

    I would start looking into developing this resourse into an app.

    BTW a pretty nice resource website. Good job!
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    Success is an ACT not an idea
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  • Profile picture of the author mmlux
    Hi Savidge4,

    Thank you much for your informative reply!

    I had never thought that maybe the visitor wouldn't understand the real difference and benefits of having access to the whole collection vs. only seeing 250 species on the public site.

    So good point to clarify this more!

    And also, as you suggest, to have 3 ordering options, to include DVD, even if hardly any buy the DVDs anymore.

    Also, yes, I'm thinking about making an app, but it would be close to 1 GB in size, which is kind of big for people to want to download, right?

    Thanks again,
    Jan
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  • Profile picture of the author ryanbiddulph
    A few ideas lowering conversions mmlux:

    - colors; it *looks* like a 2003 website Which is not a good thing. Here's why; scroll the web in 2018 and when you see your color scheme, most people do not trust the site. Keep current or lose trust, and conversions. Black font works A-OK

    - multiple options; for a sales page, 1 option should exist...."Buy This". Counting menu items and links, you give readers 30 options. A bit too many if your goal is to boost conversions. Make this a sales page, and run a blog with helpful content. Separate the 2.

    The content looks awesome buddy. No doubts it is a hyper helpful resource. This is a presentation issue.

    Happy Horticulture!

    Ryan
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    Ryan Biddulph inspires you to be a successful blogger with his courses, 100 plus eBooks, audio books and blog at Blogging From Paradise
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    • Profile picture of the author mmlux
      Originally Posted by ryanbiddulph View Post

      A few ideas lowering conversions mmlux:

      - colors; it *looks* like a 2003 website Which is not a good thing. Here's why; scroll the web in 2018 and when you see your color scheme, most people do not trust the site. Keep current or lose trust, and conversions. Black font works A-OK

      - multiple options; for a sales page, 1 option should exist...."Buy This". Counting menu items and links, you give readers 30 options. A bit too many if your goal is to boost conversions. Make this a sales page, and run a blog with helpful content. Separate the 2.

      The content looks awesome buddy. No doubts it is a hyper helpful resource. This is a presentation issue.

      Happy Horticulture!

      Ryan
      Thank you Ryan for your feedback!

      Very interesting you mention about the color scheme, which I thought was quite balanced.
      Would you suggest then just shades of grey for colored areas in tables etc, or what colors would you suggest?

      About the options offered, the actual sales page only has 2 options for subscription. Otherwise the main site is intended as an informational site with indexes for many types of plants, so the user can find exactly the plants that they are interested in.

      Thank you also for suggestion about separating the site, but not sure what you refer to separate from which?

      Also, about a blog, I would think that is more for sites with new content, while my site instead is intended to have timeless content as an informational resource.
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