Buying traffic is awesome when all of your systems are working right. What happens when they’re not? Generally, one of these five things (or a combination of them) are the problem.
You should be getting between 30 and 50% conversion on an optin page. Your sales conversion rate should be somewhere between 2 and 5%.
If your numbers are lower than those, focus on the five things below to get them there:
Your Perfect Prospect
I promise you, “everyone” is not your target market. If you think it is, the target is your problem. You have to figure out who you can help best.
If you have customers, this can be as easy as figuring out who they are. If you don’t, you have to go through the process of figuring it out for yourself.
Quantcast.com provides data on audiences that visit some of the most popular websites online. Check the URLs of your competitors and see who is visiting their website. You’ll find their age, income, sex, education level, family size and ethnicity and that can get you a lot closer to finding your ideal target.
Alexa.com provides quite a few different data services. The best one for this purpose is to check their “Similar Sites” tool. Put in your own URL and see what comes up. If there aren’t any results, try one of your competitors. This can also give you results to run through Quantcast. You can also try out SimilarWeb.com for this.
The goal with this process is to figure out who you’re talking to. You can adjust what you’re saying to bring it more in line with your best possible prospect.
The next step is to understand where they’re at. Exactly.
If you can speak to their exact circumstances, you can convince them to trust you and buy what you sell.
Are they in pain? Why? How does what you’re selling remove their pain?
What do they dream about? What do they wish for?
What’s their story? Do you have a similar one you can tell to earn their trust?
Consider these things and adjust your prospect. Once you find the perfect process, the next step is to sell.
Your Sales Copy
How are you selling your product? Sales video? Written copy? A combination of both?
Depending on who your prospect is, it may be worthwhile to split test versions of your copy in all 3 formats against each other. Generally, you’ll want to test two different versions at a time. Setting up a split test can be either very easy or super complex. It can be done with Clickfunnels, Leadpages, or Google Analytics fairly easily. There are also WordPress plugins that can help you set up a test.
Test the structure of your sales copy, your headlines, your graphics, your video(s), and your offer (more on that below) to see what your gets your prospect to buy.
There are 3 ways to make preparing sales copy easier:
- Outsource it. It can be incredibly expensive, but having an expert write your copy almost guarantees that it will perform for you. If it doesn’t, they will usually help you fix the problem. If you want to outsource your copy, but don’t have a large budget, reach out to those that teach how to write sales copy and ask if they have any students you could hire.
- Swipe it. Even if your product is fairly unique, there is something similar out there already. Use their sales copy as a starting point for your own. You can model the structure (Headline, subheadline, body text, bullets, etc…) or you can model the entire letter. Whatever you do, make sure you edit it. Plagiarism is not cool.
- Do the opposite. My greatest personal successes with writing copy came when I modeled someone else’s copy and did the exact opposite of what they did. Just because it’s working for someone else, doesn’t mean it’s a perfect fit for your business, your prospect, or your product.
The Irresistible Offer
Sometimes the stars align and clicking the “go” button is enough to generate a huge amount of sales right away. When that doesn’t happen, the offer can be the problem. Generally there are these specific parts of an offer:
The story: This part helps you relate to your prospect. Unless you sell bland e-commerce products, the story can be the most important part of your sales process. Tell a story that connects you to the mind of your prospect. They have to be saying to themselves either “I dealt with that, too” or “I want that” or “Thank goodness that hasn’t happened to me”.
The bullets: One sentence punches to the gut. That’s what a bullet point needs to be. Highlight exactly what those that use your product experience. Be creative. Make them curios. Have them drooling over what your amazing product is going to do for them.
The proof: Unless your prospects know you very well, why would they trust you? The easiest way to develop the necessary trust to have them throwing their money at you is to give them so much proof that they can’t deny your awesomeness. Contact your customers and ask them what they’ve experienced from using your product. If your product is as good as it should be, you’ll get all of the proof you need.
The bonuses: If your bonuses don’t appear to be at least as valuable as the product they’re getting, you don’t have good enough bonuses. While inflating the value of bonuses will make you look ridiculous (and probably stop people from buying), you have to describe your bonuses in a way that makes people want them just as badly as the primary product.
The close: Do you go for the jugular when asking for the sale? If you have a product that will change the life of anyone that uses it, why wouldn’t you sell as hard as you can? I’m not telling you that you have to be pushy. I’m telling you to tell the prospect exactly what to do, exactly what they’ll get, and exactly what kind of change they can expect when they purchase and use what you sell. Make them fell like they’ll be leaving behind their favorite limb if they leave without buying.
The Price
The coolest part of the price being wrong is that you’re usually not charging enough. I know, it’s hard to believe. You can either test your pricing before or after the rest of your copy, but it’s mandatory that you test it.
Test multiple price points to see what your prospects are willing to pay. Go higher and go lower. If you have upsells, make sure you track if more people buy the upsells from each different price point. Sometimes, the lower price won’t make as much money on the initial sale, but will generate far more upsell sales.
Track everything while testing and watch what your customers respond to.
Take whatever they respond to and use it more often to increase sales and revenue.
Your Product
Yes, sometimes you have to dump your product…
Before you go that far, think about how you can adjust the way you deliver your product to make it more attractive. Can you bundle it with other products you sell? Can you sell multiples at a discount? Can you make it smaller?
If you’re stuck with the product, you have to consider moving on if it just won’t sell.
This happens most often when we love our product, but didn’t think about what our audience will want badly enough to pay for.
I had created a training program nearly a decade ago that was ahead of it’s time. My audience didn’t realize how amazing it was because it was too far ahead of where they were. The concept was too advanced.
I took the training and combined it under a new name with my best-selling training program as an upsell. It sold like crazy.
By moving and renaming the product, I was able to sell it to a customer that had already indicated they were interested in the process I was sharing with them.
Plus, they loved the upsell. Those that bought it became my best customers over the next few years, buying everything I offered them.
All is not lost if you have to dump one of your products. Think about how you can move it, adjust it, and make it more desirable.
Test, Test, and Test Some More.
It’s all a test. If it fails, you learned from it and won’t make the same mistakes again. If it succeeds, throw as much traffic at it as you can.
TrafficForMe can help. Click here to see for yourself.
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