Advice for E-com product that has a great USP but isn't selling. What could be wrong???

[brock]

Hi Everyone,

Been dabbling in E-com probably the last 4 years and learning the ropes, I've had moderate success with selling random products on FBA and importing stock for a former boss and making him plenty of profit. I use all of MJ's tools in his books and learned from other entrepreneurs as well.

Currently been developing and getting my new product/brand sorted over the past year. It's finally at the launch stage, I've done a PPC launch but the reception is poor. All the effort I've put into the product putting the customer first by basing my product development on a real need. My impressions are currently 26k with about 30 clicks and the average CPC is $2.

My USP is clearly visible in my main image and I thought customers would pick up on it straight away. I also explain the pain points my product solves in the copy and other images available.

I've come to a conclusion that Maybe my image needs to be changed so the USP stands out more, maybe I need to make a separate aesthetic landing page explaining the USP more clearly and the reason why it's better than all competing products, maybe because I have to no social proof on amazon people are reluctant to buy my product. My USP is a major feature for the product that makes it more useful and much better to use compared to competitors.

I'm keen on getting some feedback or maybe advice from people that have experience in selling products through external ads/ click funnels or people that are experienced in E-com and Amazon that have had successful businesses. I think maybe I could have a lot of success selling it for a higher price through a really good click funnel or landing page.

I'm extremely positive people will appreciate my product in this certain niche and they won't mind paying extra for the USP I provide and overall better value.

Look forward to hearing from everyone, thanks in advance.

 

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[Empires]

My impressions are currently 26k with about 30 clicks

Thats an extremely low CTR, .001% to be exact. That likely means you ad or copy needs improvement.

If people are seeing your ad but not clicking, that likely means your ad needs improvement OR that you are targeting the wrong type of people.

If people are clicking your ad but not purchasing, well that could mean a lot of things.. your website could need improvement (copy or design), your price may be too high, your getting the wrong type of people to your website (targeting issue), or people just don't like the product.

I think maybe I could have a lot of success selling it for a higher price through a really good click funnel or landing page.

Don't get stuck with this mindset. You don't need a fancy sales funnel or landing page. You just need to get this infront of the right people. If you need a fancy sales funnel you don't have a productocracy.

Just start with this: Where are your potential customers? Google? Forums? Tradeshows?

Get in front of them, or even better.. start talking to them. People don't want to be sold to or advertised to. They want to be helped.

 

[SEBASTlAN]

Did you use any beta testers or analyze the analytics?

 

[Walter Hay]

You are trying to sell on facts. Most buying decisions are based on emotions. Here is the USP chapter from the latest edition of my book LabelsThatExploitThePowerOfPsychology, PerceptionsAndEmotions:

Chapter 20. USPs - Essential use of Emotional Triggers.

• So far almost every part of this book has been about exploiting emotional triggers. Now we come to their ultimate use – in determining what will be your Unique Selling Proposition. (USP).
• Bear in mind that the primary purpose of a USP is to make your product, your website, your labels, your packaging, your service, and the satisfaction you provide, stand out from the crowd. That is why it is called a UNIQUE Selling Proposition.
• Below is a list of potential emotional triggers that you can exploit as your USP. Look them over and see if you can satisfy at least one of these desires, knowing from your research as suggested in Chapter 7.2 and 7.2.1 that your target audience will have varying needs and wants. Most buyers will think of them as needs, but you know that you are trying to satisfy their wants.

These are very common needs/wants, and in some demographics many or all of them will be shared by the one target audience

• To succeed in life
• To feel secure
• To enjoy a sense of well-being
• To be the person they want to be
• To feel a sense of belonging
• To feel a sense of freedom
• To feel a sense of excitement or thrill
• To protect the environment
• To stand out from the crowd

If you can devise a USP based on what the majority of your potential customers would see as desirable or essential they will buy.

I hope this helps.
Walter

 

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[brock]

Did you use any beta testers or analyze the analytics?

My product is on Amazon so I could see all the buyer demand and sales history of competitors. It's in the fitness niche and a pain point that I had myself while using the product. I now made an upgraded version of the product but just trying to tweak the pricing and work on PPC.

i think I may need to point out the USP more

 

[Jakob O.]

My product is on Amazon so I could see all the buyer demand and sales history of competitors. It's in the fitness niche and a pain point that I had myself while using the product. I now made an upgraded version of the product but just trying to tweak the pricing and work on PPC.

i think I may need to point out the USP more

How his it going, did you solve your problem?

 

[Walter Hay]

If physical or mental pain is the problem you have solved, a USP such as
Gain Without The Pain would be far better than explaining the "reason why it's better than all competing products".

You might like to see this thread:

How to learn Branding?​

Emotions outsell reason by a very high margin.

Walter

 

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[AmazonDon]

26k impressions is quite low for Amazon. What are your ad budgets and what kinds of keywords are you targeting? Are you using broad match? Exact? As mentioned by Empires the CTR is quite low as well.

Has your product generated any reviews? How about your competitors? If you have stiff competition you will need to work to gain credibility with your customers and Amazon's algorithm.

Unless your listing content is very poor that is unlikely to be the main reason users are not converting.

 

[Roli]

I'm extremely positive people will appreciate my product in this certain niche and they won't mind paying extra for the USP I provide and overall better value.

Unfortunately this does not seem to be the case. I had a similar experience myself and was reminded that the market tells you what it wants, not the other way round. In that circumstance my click through rate was terrible, but it was better than the one you quoted.

I don't want to be a Debbie Downer, however as painful as it is, my advice is cut your losses, find something that sells, chalk it up to a learning experience.

 

[Walter Hay]

My product is on Amazon so I could see all the buyer demand and sales history of competitors. It's in the fitness niche and a pain point that I had myself while using the product. I now made an upgraded version of the product but just trying to tweak the pricing and work on PPC.

i think I may need to point out the USP more

No matter how many click throughs you get, you are wasting your money while ever you stick to the idea that you can persuade those people that your USP is as wonderful as you know it to be.

I won't bore you with quotes from psychologists and marketing professionals, but you might be interested to know that the Harvard Business Review published an article on this subject. The title was: “The New Science of Customer Emotions A better way to drive growth and profitability”.

Maybe you can think about this question: Why will a woman only pay $1 or so for a cake of soap, but will happily pay $10 or even $100 for a jar of cleansing cream? The soap is far more efficient at cleaning than cleansing cream is, so why???

Just trying to help.

Walter

 

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