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3:06 am
October 28, 2015
Offline
QuoteHi John and everybody!
My ads and squeeze page have been getting me pretty cheap signups, but the conversion rate has gone down a bit. It could just be an algorithm shift, but I thought I'd post the squeeze page anyway to see if there are any suggestions for improvements. I have split tested the image with another one, and this one performed slightly better, so I think I'm good there. This picture has also done very well in my ads.
I've been targeting fans of Neil Young, Nick Cave and Tom Waits, aged 25 and over. Neil Young has performed the best, so right now I've stopped the other ads and am focusing only on NY for now.
So far I haven't been seeing a lot of sales, so I will need to spend some time on the funnel (expect posts on that soon), but for right now I want to make sure I'm not making any glaring mistakes in my squeeze page. Again, I don't think there's anything horribly wrong here, since I'm getting pretty cheap conversions, but I guess it'll help for clarity once I start asking for help with my funnel to see where people are signing up, regardless of whether I make changes or not.
The squeeze page is located here: https://onebadday.is/free-music-ny
6:48 am
October 28, 2015
OfflineThe Neil Young only ad started out pretty well, but today I only had one conversion and the conversion rate of the squeeze page dropped from 35% to 16%. I stopped the ad and set up new ones, with the best results for each of the different artists in different ad sets. We'll see how it goes.
12:37 am
October 28, 2015
OfflineOK, there is definitely something wrong. I'm running some new ads, and I actually restarted the Dynamic Creative ads just to see what would happen, and right now the squeeze page is getting some traffic but very few signups - it's converting at 11.6% for Tom Waits fans and 14.9% for Neil Young fans. Nick Cave fans are barely seeing it, and not converting.
I feel this must be some kind of technical issue. I don't get how the same squeeze page can go from over 30% conversions to 15% or less in such a short period of time. Any ideas would be greatly appreciated. I'm leaving them running to see if anything changes (and because despite the low conversion rates of the page, my prices per subscriber are actually not terrible), and I'll post an update here if anything happens, but for right now something appears to be wrong. I've gone from getting 20+ new subscribers per day to getting 3-5 per day, which kind of sucks.
Anyway, been getting a few sales, so there's that! Just a bit disappointed because I thought I had optimized the ads and squeeze page pretty well and was ready to start focusing on the funnel now... Oh well.
Hey Eyvi,
It's hard to say without digging around in there, as there are so many variables. My best guess is that either what you saw initially was a statistical fluke, or what you are seeing now is a statistical fluke. Or maybe both were just slightly high, or low and you are yet to discover your true average conversion rate.
That said, a few other possibilities...
1. If you made changes to a live campaign, that can throw off the algorithm. In fact, it usually does. Sometimes it will recover if given a few days.
2. The algorithm may have shifted to favour a new audience, and that ad may just not be converting as well, despite getting decent engagement. I realize your objective is conversions, and the algorithm should favour that, but in the learning phase weird things happen.
I'm hoping that if left alone for a few days things will recover. It will also help to refresh the aweber stats so you can see a true glimpse into what is happening right now, rather than waiting for it to average out with the bad days.
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.
11:31 pm
October 28, 2015
OfflineYeah, to be clear, I didn't mess with the live campaigns - I created new ones. Well, except I restarted the old campaign and changed to a new landing page (because after shutting the original one down I started segmenting based on targeted artists). Anyway, this morning I saw that the prices for signups have gone WAY up, so I shut the ads off. Time to go back to the drawing board, I guess.
Yeah, changing the landing page url in an existing campaign will almost always throw off results. I'm pretty confident you have had a winning combo in your hands over the last round of experiments. I'm just not sure exactly what it is without taking a look.
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.
Hey Eyvi, for what it's worth, I've actually had the EXACT same thing happen. I don't know what it is, but at some point a few months ago, the exact same squeeze page just tanked in its performance for no reason with no change at all. Dropped from 35% to 20%, after almost a year of consistency across many different audiences.
One theory I have is that the Hypeddit Spotify ads we've all seen recently have possibly changed user behavior, which has confused the algorithm. It's a hell of a stretch to assume that, though, but the timing correlation is hard to ignore.
I haven't been able to figure out a solution, personally, but my cost per click is so low that I can still survive the lower conversion rate.
1:09 pm
June 7, 2011
Offline
Interesting...
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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