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AndyBlack's advice on helping people vs conversion rate

Discussion in 'Advertising, Marketing, Social Media' started by LifestyleGem, May 31, 2018.

  1. LifestyleGem
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    LifestyleGem Contributor

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    So I originally ignored his advice, found here

    The biggest landing page mistake

    That did not go well... got nowhere. Then I embraced his advice, it went really well actually for about 2 weeks. Then I went all "tactics" on my website and marketing, because I thought... "Well I can add this on too". Resulted in me playing master manipulator, with colors, popups, sales copy, live chat pops, using better language, buttons, landing page biases, cognitive whatevers, etc. Lots of crazy egg articles, playing with price numbers etc... Essentially trying to 'trick' my visitors to buy.

    Annnddd literally had no sales for the past 3 days with all my crazy "optimizations", basically everything is trying to get them to that CTA add to cart, maybe it appears desperate. Usually have 3-5 sales per day, so this is bad.

    Anyways, it does seem like his advice is helpful.

    I just have some questions...

    1) I have been chasing phantom metrics, where I care more about numbers of visitors. This is causing me to do marketing efforts to an audience that is more of a browser than a buyer. It's self sabotage I think. What metric should I focus on? "People helped" (sales)?

    2) It's so backwards, I used to do affiliate marketing money chaser type sites, and it was all numbers numbers numbers, all numbers. EPC was like my god. It's kinda messed me up I think. How do I get back into a good mindset about conversion rate, helping people, seeing people as people etc?

    Hope it helps some other people, and seriously... Listen to Andy, he is onto something here.
     
  2. Formless
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    Formless Gold Contributor Read Millionaire Fastlane Speedway Pass

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    If you wanna continue thinking of people as people, then talk to them. Talk to your "conversions."

    Hit them up with an email.

    A simple "hey thanks for buying, glad to have you. I'd love to have a chat about what you're doing/why you bought this thing etc." or something. Get on skype or chat for a little bit. Talk. Not sell or upsell or whatever. Just talk.

    When you talk to your "clicks" and "conversions" you feel (not just know) that they're real people.
     
    Andy Black likes this.
  3. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    Haha. Nice thread.

    Yep. This is exactly what I do.

    I talk to my clicks. It keeps me grounded. Ideally a Skype call where I can see their face and know they're a unique human being with fears and worries, hopes and dreams.


    We try not to talk about clicks. For example, in the weekly report we send to each of our clients we tell them "Last week you had X visitors for Y spend."


    Yes, I know the direct response EPC world. I worked there for a while in that team spending €120k/day to make €150k/day. It was all CPC vs EPC. Except they didn't give a damn about the visitor. If they did they'd have added more value and their average EPC wouldn't have been a lowly €0.15 (yes, we bought 1million "clicks" a day for €120k, meaning our average CPC was €0.12 and the average EPC was €0.15). If this company had a goal of increasing EPCs then they'd have figured out how to add more than €0.15 to each visitor, and we'd have been able to push bids and get an exponential amount more "traffic".

    Hmm... then I worked in a startup that called every person who went through their signup process a "user". Except none every came back because we didn't add any value. So we were lying to ourselves and everyone else telling people how many "users" we had in the system, and how many users we were signing up a day.


    Your language determines how you think.

    "We got more clicks and our landing page conversion rate fell." is poor language and you'll struggle to fix the problem.

    "We got more visitors to our landing page, and less of them converted into buyers." is better language. From there you'll realise you got those additional visitors by appealing to people who were in research-mode and not in buying-mode. Then you might come up with a different landing page and offer for the people in research-mode than the people in buying-mode.




    What metrics should you be concerned with?

    Probably the same metrics, just name them differently.

    We call them visitors, but still count them as clicks in our Weekly Trading spreadsheets.

    We don't talk about a "conversion rate" though. Conversion rate of what?!?

    We call it out by name. "The click-to-enquiry-rate fell when we got all those visitors from the Google Display Network." Ah... they likely didn't want an emergency plumber then?
     
  4. LifestyleGem
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    Wow, from the man himself! Haha. Thanks for the in-depth response! :) That really points me in the right direction! Cheers!
     
    jpanarra likes this.
  5. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    You’re welcome.

    Have you checked out this video:
     
    LifestyleGem likes this.

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