Hi everyone, new to the forum and I wanted to get some input into some information I was given recently by a copywriter. I have a product in the health niche that I was offering a $5 trial ($47 full price) on and the sales page was converting at about 1% off of cold traffic (ppc). The refund rate was a bit high at around 10% mostly because of the low barrier to entry at $5. So i hired a copywriter to write new copy for me as well as a new email sequence. I set the price of the product at $47 to help get more qualified buyers. With the new copy up, I have had 0 conversions over about 1,000 clicks. The copywriter is telling me that it is because we raised the price point and that people are not going to buy until they have seen the page a few times. So he has me going through steps to get re-targeting ads set up to target people who have already come to the site and get people into the email funnel. My question is...shouldn't the new sales page copy convert at least a few people? I am not sure if the copywriter is just having me jump through hoops instead of thinking that maybe it's his copy that isn't converting and that is the problem. Shouldn't I be testing things on the sales page to get conversions at $47? The other issue is that I am trying to get affiliates on board but they are not seeing any sales from the traffic they are sending to the page. I am not sure how to get affiliates to send traffic if the page isn't converting. So with my sales page not converting at all right now, Is my problem really just that I need to focus on getting people back to the page multiple times through re-targeting ads and my email funnel or is there an issue with the copy that the copywriter is avoiding? Thanks
1. You are not ready for affiliates 2. You need to test your product and have it convert and show potential affiliates that YES, you should sell my product because it converts at "x%" and has low refund rates 3. You did good by hiring a copywriter and the price point is not bad at all but you still have to test and split test your sales page, new copy and so on. For example have another copywriter do a sales copy and see what you get out of 1,000 clicks with that. If that converts well, change the price to $37 and see what happens. if that does not work change it to $67. Sometimes if something is cheap(er) the consumer may not perceive that it has value. (if you seen an ad to make $100 online per day and the course cost $10 or you seen an ad for the same thing and the course cost $97 which one perceives to have more value?) There are many things to test on a launch product such as your adwords text, the color of your site, the sales copy, graphics, testimonials and so on. If you have a big long sales copy that my not work anymore. If you look at the #1 sites in Clickbank and JVZoo for the health niche they all have 5-7 minutes sales video with very little text. Also, your refunds were high so you may want to go back to those people and ask why. Did they not find the product valuable because lack of content, did it not work for them or did they just not read the copy because it was too long and not written correctly? I never had luck with promoting products with the $1 Trail offer but that does not mean that yours wont work...you just have to test it more. Good luck my friend! Ryan
You had a pretty high refund rate that you are attributing to pricing, Maybe you should look at the product itself al
Thanks for the feedback Ryan! I just thought the copywriter should have given me copy to split test instead of just blaming the lack of conversions on the sale process and not his copy. My thought is that I need to keep split testing different things on the sales page until I get conversions on people's first visit...just like you said. At this point he has me spending more and more money to get traffic to the sales page when the copy is not converting and I feel like I am just throwing money down the drain. I have worked with several copywriters in the past and they always never think their copy needs improvement. They blame lack of conversions on everything else except their copy. I feel like that is just so they don't have to do any more work on my copy and can move on to their next client. I am not saying all copywriters are this way, but the ones I have worked with have been.
You are correct, blame the other guy seems to be much easier. You will have to spend money to test your product however. We are doing a product launch soon and figure we will be spending about $10,000 in testing cost alone. but that is needed to find what converts the best so you can make $30,000 a month! Some people hit the nail on the head and spend less than amount and some major product launches I am sure spend way more than that... Good Luck and look into a different copywriter...we are also in the process of finding one.