Sunday, January 24, 2010

Sales conversions for 2009 - What works - SALES PAGE

Does a single video sales page work?

the only sales page where I practiced that strategy does not show an increase but this is a page for a single 30 pages e-book with no test drive included

Overall:
  • More complete products work better
Do more complex sales pages work better?

What works better is to develop credibility + demonstration of expertise + Obvious solutions!

It is these elements that make the sale!

It could very well be that a very convincing video achieves that same level of trust as a long sales page + generates the same type of conversion rates.

Overall, conversion rates between 1-2% are good.

So, in a way the sale pages do work and achieve what they are supposed to.

There is one exception: the cheating for women program.

It score much lower because???

The answer is because of the type of traffic hitting the page:

95% of the traffic to the cheating for women page is search.

The other programs get more:
  • Direct hits (that's people who typed the URL directly)
  • youtube traffic
  • referrals (in just one of the programs)
So, it looks like:
  • Direct/youtube traffic converts 2x-4x higher than search traffic.
This explains most of the differences in conversion rates between pages.

What about complete package versus just one e-book?
  • Complete package score probably 2x higher than a simple e-book
Complexity of the sales page?
  • There is no solid final indication that a long sales page scores higher than a short one
This is an essential fact to remember for now.

The low score at 1% conversion rate on cheating for men can be due to either:
  • Too short sales page
  • Too simple product (30 pages e-book only)
The traffic to this page is the most targeted traffic of all with 90% of traffic being direct or youtube.

This means that with a more complete product and/or complete sales letter, this product should score much higher - 2% conversion rate or more according to the results I got on the other programs.

I believe that 90% of the reason why this product does not score higher is because it is not a complete package, not because of the short sales letter.

This starts shifting a misconception from the past where I had the feeling that more complete packages were selling less that simpler ones (like just one e-book).

It seems now that this truth is reversed and a complete package is more appealing than just a 30 pages e-book.

It is logical of course but some past tests seemed to contradict this fact.

The record is now straight.

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A few question remain open:
  • Present test drive format - Should the present PDF test drive be shifted to another form?
  • Sales page complexity and length - Should I shorten?
  • Sales page - Should I rearrange the way it is presented?
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What is clear is that with conversion rates, 1%-2% this sales pages do work.


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UPDATE

I forgot to check the dating for men results when I made this anlaysis.

Here are the results:

conversion rate is poor 0.3%

while the traffic is VERY targeted from youtube and direct.

The reason for this low score is because:
  • There is LOTS of competition on this topic (very different than break ups or jealousy that's for sure)
  • The second reason: the product is relatively vast
  • Third reason: dating can be seen as an entertainment topic - there is much less compelling urgency to get it.

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