Recently I witnessed one of the worst converting landing pages I think I’ve ever seen. It started out converting at about 9%. OUCH!
So they tried a new landing page. 3%. DOUBLE-OUCH!
Then they tried a third version. 3%
Then a fourth…and a fifth…and a sixth.
After all that effort, the page never made it above a 10% optin. Usually, with the same traffic source, this company has optins that range from 27% to 67%.
With each version, they ran the ads to the same audience. Which should work – they’ve been running ads there for a while with success.
Each time they changed the look of the page. Long copy. Short copy. Orange ‘submit’ button. Blue ‘submit’ button. Branded. Not branded.
But they never changed the one thing that was screaming “I’m not working!!” The offer.
Sometimes as business owners we get so caught up in our ideas that we think everyone should like it. I’m definitely guilty of this. I spent a full year trying to sell marketing to musicians. I thought it was a great idea. They thought it sucked.
Throughout that year, I tried everything to get someone to buy my services – New designs. New copy. New offers. No sales. I finally decided the universe was trying to tell me something and changed the one thing I hadn’t tried – the audience.
That’s when Email Splat was born and I started marketing the same services to businesses instead of musicians. Instant sales. Literally, within a week of changing my audience I had a paying customer. I’ve had paying customers ever since.
Sales are a three-legged stool. If you’re not making them, try changing a leg. And don’t start with the design. It has the least impact on your sales. It’s almost always the offer or the audience.