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QuoteA couple of coaching calls ago, I asked about conversion rates for sales pages. The reason I've been so fascinated with this is that I can't help feeling like my sales page is the weak link in my funnel. I can easily maintain some amount of engagement throughout, but I can't escape the feeling that the percentage of engagement isn't translating into sales at the rate that it should.
So if it's okay, I'd like to post my numbers here and see what you think.
Free download: Open rate = 88%, clickthrough rate = 77%. For those who don't open, a second free download email goes out a day later before initiating the rest of the funnel. On that, open rate = 25% and clickthrough = 13%.
Blog post 1: Open rate = 51%, clickthrough rate = 26%.
Blog post 2: Open rate = 51%, clickthrough rate = 16%. Which looks bad, I've been trying to raise that clickthrough a bit. That said, I usually get at least one comment for every ten people going through this post.
LTO 1: Open rate = 43%, clickthrough rate = 14%.
LTO 2: Open rate = 38%, clickthrough rate = 18%.
LTO 3: Open rate = 35%, clickthrough rate = 7%.
So, my impression with this is that if people were getting drastically lost at any point throughout the funnel, the opens and clicks on the LTO should be quite a bit lower than they are. But I'm still not even converting 10% into sales on this initial funnel for some reason, despite tons of comments. That just doesn't feel right to me, especially after including the additional traffic generated by funnel support ads.
I just can't shake this gut feeling that my sales should be higher considering the amount of engagement I have throughout the rest of the funnel. What do you think?
2:56 pm
June 7, 2011
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Hey Kevin,
Sorry for the slow reply. I've been traveling for the last few days.
What is your actual conversion rate for sales? By that I mean, for every 100 subs, how many buy your album at either full or discounted price?
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
It varies based on the audience. I targeted an audience before that got about 10% lower open rates than this, but that audience bought at about 10%. But with the audience this particular funnel has been tested with, I'd estimate my sales conversion rate is only around 5% despite the much higher engagement.
I don't have my music on Spotify or anything like that, just FYI.
4:01 pm
June 7, 2011
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The average conversion rate I see for sales is between 4% - 6%. 10% is not unheard of, but with a few very rare exceptions, 10% is about as good as it gets. So in short, I do not think your funnel is suffering because of the sales page. It sounds like you range between average and extremely good, in terms of sales.
That said, I see no harm at all in going through a series of split tests with your sales page to see if you can increase things even further.
Have you considered surveying those that don't buy to see if there is any common pattern in their answer? I have a training lesson on running survey's here in the IC.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
I have a survey built into my elongated funnel, yeah. The most common answer by far is "didn't have the money," which seems incredibly weird for a $10 album, and even weirder with an 18% CTR on the value-based email in the LTO. I've thought about doing something like narrowing down a lookalike audience targeting engaged shopper behavior and seeing if I get more people with disposable income, but I keep coming back to the stats seeming fine even on clickthrough rates for the LTO.
It just seems intuitive to me that with 14% and 18% CTRs on my first two LTO emails, and something like $0.10 link clicks on my LTO funnel support, I should really be seeing higher sales conversion rates than I have been.
How would I go about split-testing my sales page? Just run X amount of traffic through the funnel, count the sales, tweak, repeat?
1:47 pm
June 7, 2011
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Hey Kevin,
Yeah, money comes up a lot and I have a tendency to disregard it as just an excuse rather than an indication of a pricing problem.
This is just a random thought, but you could try adding a follow up funnel to the non buyers that says something to the effect of "we survey'd our mailing list to find out why people didn't pick up the album and the #1 answer was money. We hate the idea of people missing out on the music because of money and so we have created a special donation link just for you. If money is an issue, its yours for .01 cent (or whatever the minimum Paypal allows is). If they can spare a little more, it's appreciated"... or something like that. If you get a lot more conversions then you know cost is actually a slight issue (not that you should change anything). But I still bet you make the odd upsell, and any increase in sales is a good thing. Just an idea if you're really trying to squeeze every last cent out of your funnel.
In terms of split testing the sales page, you could simply do it like you suggested. Run 100 people through. Make a change and run another 100 people through, analyze results.
But you could also create multiple sales pages and use a link rotater. I offer one here in the IC, but here is a wordpress plugin that looks like it can do it as well, which might be better for tracking: https://refinry.com/affiliate-.....k-rotation
Scroll down to where it says "link rotation".
With the second approach you would put a unique product ID on each sales page so you could track sales to the page.
Let us know how you make out.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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