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Getting Good Traffic But Not Converting?

by theeventmakeupartist
20 replies
Hi,
I have a website selling my vocational DVD training. I've been testing out a few traffic generating methods and have been quite successful getting unique targeted traffic. The problem is that my site isn't converting them into sales. Some are signing up for our newsletter but not enough are buying for me to keep this up.
Help! I have some theories but I'd love to hear your opinion.

theeventmakeupartist.com

Thanks in advance!
#converting #good #traffic
  • Profile picture of the author HaRrY84
    I think you should hire a professional website designer for your site. Maybe your content and your offer looks good but the font, letters and colors does not support enough. Split test your website with other design you will find your goldmine!
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  • Profile picture of the author paulie888
    I think you should change your home page to be more benefit-driven, and REMOVE the buy buttons there as your present page appears a little aggressive and pushy. Instead, tweak that home page to reflect more of the WIIFM (what's in it for me) ethos, and entice them to subscribe to get even more good tips and advice. You can sell them in your emails instead - at the $150 price point it's going to be very hard to convert your website visitors instantly, in my opinion.
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    • Profile picture of the author wayne60618
      I think you're missing some important elements here. First, if this is your sales page, you need to sell the benefits of your product. As it stands, your page is very weak in this regards. You will have to do a lot better than what you have, if you want people to pay $150.

      You are also missing many other important elements, especially credibility.

      Second, this looks more like an optin page, because it appears you are trying to sell the optin. Which is fine, because an email series could help you presell your course, but ultimately, you're going to have to send them to a sales page.

      Think about what your primary goals is for the page and then focus on that.
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      • Profile picture of the author Havenhood
        The price seems HIGH for the type of product. You should consider some sample material. A free chapter or something. I didn't notice any. People may not be willing to dish out that type of cash without a sample of what they'd be getting. The text color is difficult on the eyes... Too many links/options to distract the guest. Keep them focused and directed... Google checkout... I've never used them. May be a problem???
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        • Profile picture of the author Alexa Smith
          Banned
          Gosh - I don't quite know what to say. I could write for half an hour, but it would come across as terribly critical and impolite, I'm afraid. To put it very succinctly, mildly and (I hope) tactfully, I think you have an urgent need for a copywriter and website designer. Sorry. I really feel there's very little worth salvaging on your site and that you'd undoubtedly be far better off with a fresh start.
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        • Profile picture of the author paulie888
          Originally Posted by Havenhood View Post

          The price seems HIGH for the type of product. You should consider some sample material. A free chapter or something. I didn't notice any. People may not be willing to dish out that type of cash without a sample of what they'd be getting. The text color is difficult on the eyes... Too many links/options to distract the guest. Keep them focused and directed... Google checkout... I've never used them. May be a problem???
          I totally agree - in today's economy, $150 for what amounts to an ebook and a couple of DVDs is not exactly small change, especially when I'm sure that you could pick up similar DVD and book courses/tutorials at your local bookstore for much less than that.

          You're going to have to sell the benefits and make your offer much more compelling in order for it to convert. What makes it different from your average make-up course you can buy at your local bookstore for much less? Elaborate on that and let your readers know. Also, a book preview (together with table of contents) would help a lot, in my opinion (look at Amazon and see how they allow you to peek inside the first 10-20 pages of many books). Better yet, include some sample videos from your DVD content on your home page as well.
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          • Profile picture of the author wayne60618
            Originally Posted by paulie888 View Post

            I totally agree - in today's economy, $150 for what amounts to an ebook and a couple of DVDs is not exactly small change, especially when I'm sure that you could pick up similar DVD and book courses/tutorials at your local bookstore for much less than that.

            You're going to have to sell the benefits and make your offer much more compelling in order for it to convert. What makes it different from your average make-up course you can buy at your local bookstore for much less? Elaborate on that and let your readers know. Also, a book preview (together with table of contents) would help a lot, in my opinion (look at Amazon and see how they allow you to peek inside the first 10-20 pages of many books). Better yet, include some sample videos from your DVD content on your home page as well.
            I don't know that I would go so far as to say the investment of $150 is too big for a quality course on a subject that could potentially earn people a job or contract jobs as a stylist. Mu assumption is that one job would easily page for the price of the course. I think it comes down to the fact that we perceive no value after having read the sales page. I think it's there, it just needs to be developed.
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            • Profile picture of the author paulie888
              Originally Posted by wayne60618 View Post

              I don't know that I would go so far as to say the investment of $150 is too big for a quality course on a subject that could potentially earn people a job or contract jobs as a stylist. Mu assumption is that one job would easily page for the price of the course. I think it comes down to the fact that we perceive no value after having read the sales page. I think it's there, it just needs to be developed.
              I don't disagree with that, but the site is simply not elaborating on the benefits enough to justify the $150 asking price. As I've mentioned, I think I've glimpsed similar courses that you can touch and see for yourself at brick and mortar bookstores selling for much less.

              What makes this different from them? How does the seller justify the asking price of this course, what makes it cost so much more? Unless the seller can effectively and convincingly answer these questions, $150 is a pretty steep price to pay for something on the internet that may or may not do what it says (due to a lack of compelling and/or useful information on the present site).
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              • Profile picture of the author wayne60618
                Originally Posted by paulie888 View Post

                I don't disagree with that, but the site is simply not elaborating on the benefits enough to justify the $150 asking price. As I've mentioned, I think I've glimpsed similar courses that you can touch and see for yourself at brick and mortar bookstores selling for much less.

                What makes this different from them? How does the seller justify the asking price of this course, what makes it cost so much more? Unless the seller can effectively and convincingly answer these questions, $150 is a pretty steep price to pay for something on the internet that may or may not do what it says (due to a lack of compelling and/or useful information on the present site).
                Totally agree with you. I am sure this has a lot to do with her lack of conversions.
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                • Profile picture of the author paulie888
                  Originally Posted by wayne60618 View Post

                  Totally agree with you. I am sure this has a lot to do with her lack of conversions.
                  She claims to be getting targeted traffic, so if this is true, then all indications point to the website and offer as the cause of the lack of conversions, and it's pretty easy to see why just from taking a cursory glance at it.
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  • Profile picture of the author AndrewStark
    probably the worst salespage I've ever seen for a $150 product, it's no wonder that you're converting. Even the person who buys everything to do with make-up is not going to buy this!

    Look at the layout of the other sites in your niche and see what tips you can get.
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  • Profile picture of the author MikeLiving
    Oh man... I don't mean to be a total dick here, but damn...
    I think you need to go back to the drawing board on this one.

    The font underneath the product pictures describing what one is going to get with your product is REALLY hard to read.

    IMO when trying to sell an expensive product like this you need some slick graphics, with some damn good ad copy. Potential customers need to know exactly what you are giving them for their $150.

    Maybe you could post a trailer of the DVD on the site, that way potential buyers could get a taste of what you are offering.

    Finally what kind of traffic are you sending? Is it targeted, non-targeted, or just junk traffic? Targeted is your best bet. Find some niche-specific (really specific in your case) message boards and start posting with an advertisement in your sig line.

    Just thinking off the top of my head I feel the people who would be most interested in your product are those who want to seriously learn more about make up techniques but don't have (or don't want want to spend) thousands on a make-up school or program. Find out where those people are at and market to them.
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  • Profile picture of the author wayne60618
    Originally Posted by theeventmakeupartist View Post

    Hi,
    I have a website selling my vocational DVD training. I've been testing out a few traffic generating methods and have been quite successful getting unique targeted traffic. The problem is that my site isn't converting them into sales. Some are signing up for our newsletter but not enough are buying for me to keep this up.
    Help! I have some theories but I'd love to hear your opinion.

    theeventmakeupartist.com

    Thanks in advance!
    I am sure it must be frustrating to hear all the comments. Rather than slam your sales page, let's see if we can at least help you build some clarity and get you started on creating a better page.

    Can you answer these questions:
    Who is your market? Get really granular with this, like age, current income, married, kids, level of experience in your topic.
    What do they want most? (Don't answer a good course in styling)
    What is their biggest frustration?
    Why would someone want to buy a course like yours?
    Why would they want to buy from you?

    Wayne
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  • Profile picture of the author charlesburke
    The previous responders have been pretty straight with you. It's nothing personal, but you really do need help with this project. A copywriter. A website designer - one who understands how to sell is preferable.

    Nobody is trying to stomp on your toes, but it's important to keep in mind that your site's visitors are going to assume: "The quality of the information being sold here will probably match the quality of the website."

    I'm sure that your product delivers better information than the website, but there's no way of knowing. The visitor can only go by what they see. (And if the product is more less the same level as the site, you're going to get a lot of refund requests.)

    So you did the right thing coming here and asking for advice and feedback. The hard part comes when that feedback is not positive. It takes some guts to suck it up, listen carefully, and accept what's offered.

    But please do believe me when I say that the folks here on Warrior Forum really are on your side.

    Cheers from warm and smiling Thailand,
    Charles
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  • Profile picture of the author Bruce NewMedia
    With all due respect, you need to essentially start over.

    Get a decent copywriter, and an experienced designer. What you have, at present, is really not a sales page anyway, so to start over you won't be giving up much.

    Also, at a $150 price point, you have a big challenge....I would give away selected portions of the course to build a list and then follow-up with emails to sell the whole kit and kaboodle...
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    Bruce
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  • Profile picture of the author SGdarling
    try to rank your site high for long tail and targeted keywords. I heard it might help to increase sales
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    • Profile picture of the author paulie888
      Originally Posted by SGdarling View Post

      try to rank your site high for long tail and targeted keywords. I heard it might help to increase sales
      The issue at hand is a little more serious. The overwhelming consensus here is that the site doesn't convert, and it'd be no use sending any more traffic to it until this issue is rectified.
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  • Profile picture of the author Dave90210
    Add a compelling sales video on the main page and you need killer web site design. The site you have up now just doesn't look professional at all. Put a 800 number on the top right corner of the screen and also fix the broken image at the bottom of the page.

    As is right now the site look like an abandoned web site from the mid 1990's
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  • Profile picture of the author ago
    Your web copy is not convincing or persuasive. Fact tells, Story Sells.

    Add some testimonial to the landing page, tells how peoples lives have been changed using your vocational DVD training (contact those that already bought the DVD). After the testimonials, add further information how the DVD can benefit your readers.

    In other words, instead of saying "learn essential makeup....." tell the benefits of learning that, instead of saying "discover the secrets.." tell the benefits of discovering, and so on

    The most important part...A CLEAR CALL TO ACTION right below the benefits

    "CLICK HERE TO BUY" or

    "GET YOUR DVD NOW TO START LEARNING THE SECRETS THAT WILL MAKE YOU LOOK MORE SEXY"! or

    "MAKE YOUR SPOUSE FALL IN LOVE WITH YOU AGAIN! GET YOUR VOCATIONAL DVD NOW


    Uh yes, for your title instead of saying "How to Become a Makeup Artist.." say "Learn the Sercrets How to Become..." or "Discover the Secret how to become.."

    Anyway,

    Hope it helps

    p.s. that little critique normally cost $197 but you got for free
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    • Profile picture of the author john marry
      Generating the traffic doesn't always mean increment in sales.
      Try reviewing and enhancing your offers from the way you offer to what you offer.
      Try attractive and catchy sentences.Stabilize yourself don't jump for revenues.
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