Need FEEDBACK-New Product Not Converting

[Jonny5]

Myself and the author of a program/system called "Total True Love" just re-launched her product and landing page. I am her new business partner and have been working in online advertising for nearly a decade. However the hard core Internet Marketing and Affiliate marketing is new(er) to me.

I know we need to redesign the current site, but I'm hoping for some feedback on what we have already. Currently our conversion rate is less than .5% on sales!!! We're advertising on Adwords and getting 5%+ click rate, so that's going okay. I'm worried we're doing something drastically wrong on the website.

So, if you wouldn't mind, the site is http://www.TotalTrueLove.com

I'm looking for the following feedback.
1. How is the overall design? I personally don't like it, but the publisher does and I have read about keeping it simple.
1a. Does anyone know a good Website designer/developer who specilizes in Landing pages?
2. How is the content? Are we missing anything? Too much of anything? Different Layout?
3. Pricing: Currently $97 - Includes: mp3 Song, Meditations, Audio Books, PDF books and worksheets. I think this price is warranted, but do we portray what you get well enough. Maybe it still is too high!?! I've seem similar systems near the same price.
4. Check out Page - Any problems?
5. How much would we benefit from a Physical Product? Large upfront cost.

Thanks in advance for any feedback. We're hoping to get this to where it's converting well and put it up on on some affiliate programs. Let me know if anyone would be interested when time comes.

Jonny5

[blackhatontherocks]

Hi there.
As you've been in this business probably longer then half the forum combined, I directly cut to the chase:
a) Your copy sucks.
b) That's all.

*g* Just kidding, of course.
Let's get started:
What comes to mind first is that your pop-up annoys the crap out of me. I can't even look at the information presented and find myself already forced to deal with a pop-up that looks like it contains as much content as the entire above the fold area (in 1280x1024, Full screen browsing, not zoomed, mind you). I would suggest a change of tactis there. Maybe a nice "on leave" popup along the lines of "Wait, Whatever you do, get this free stuff before you go, It will truly help you" would work better.

Regarding the actual site:
The first problem that comes to mind when reading the headline is that the page doesn't address the prospect as a person. It doesn't really capture the target markets needs in any of the first few paragraphs.

Your First Headline is kinda sorta ookay, but the rest is pure filler text. Trigger Words like "Lonely Woman" (nobody wants advice from another lonely woman), too complicated sentence, virtually sterile tone for a site dealing with ROMANCE and Dating adressing WOMEN.
The Things you can do for your prospect "overcome loneliness..." are far too sublte and drown in the rest of the headline.

After the "even if" sentence, you leave the proscept literally hanging in the air, instead of closing with a "This course will teach you how" or "This will soon be over If you follow our System/Use our Secret Weapon that's guaranteed to work for all women, no matter how charismatic (Read: old, fat and ugly) you are". I'm obviously overdoing it here but you should easily get the idea.

Why is there a picture of an older women above the fold (the product creator I guess), instead of an attractive man (or several) and/or an attractive, happy couple having fun together?
People aren't so much interested in "you" or what you have to sell, they are interested in what's in it for them and how they can get/achieve what they want. The solutions you can deliver. What kind of live they will have if they give you money.

The site doesn't neccessarily need a complete redesign, christian carter proved that salesletter-style stuff works very well even for women. But he's also not using pictures at all, and IF you use pictures and make it pretty, then yes, a redesign with nicer gradients and a more appealing palette might be a good idea.

I didn't read past the first testimonial, to be honest, but everything before was bad enough to justify the following piece of adivce: Start looking for a decent copywriter right now (or do the rewrite yourself if you have the skillset).

See, the bullet-points TRY to encompass and personally adress a broad range of people - but the way you go about it is severly off.

Two Online dating sites in the first 3 Bulletpoints? Is this for nerds? Where's the emotion?

I think you need to display empathy here, making your prospect able to relate to you by thinking that you (whenever I say "you" I mean the narrator of the Sales letter, btw, please don't take anything I say personally by any means) understand how they feel, how there world looks like. The online-dating-sites thing MIGHT work well, but Focus on the Emotions first and foremost and put those sites at the end of the list if you really must include them.

I'm completly missing Sentences like "have you ever been frustrated to find..." here, especially since the last three bullets are pure cliche.

The "addressing the prospect" part before the bullets is also not helping you at all. Think about it. If they are on your site, you can assume they are single. By starting with "if you are single" your basically giving up a lot of possibilities to demonstrate credibility. In this case, making sure they understand you know who they are would work much better imho.
Also "have taken up residence in your subconcious" is a phrase that might be already over the head of some of your prospects.
A simple "Have you Ever..." Sentence to introduce the bulletpoints would have helped you a lot more, I guess.


The "Making the prospect visualize and step into the desired feeling to connect this feeling with you" approach is really great, as an Idea. But sadly again, a poorly executed one. This should be descriptive and detailed if you use it, giving them space and guiding their imagination in the meantime.

Four lines is hardly enough for any prospect to even START concentrating on that stuff.

Ok, enough of the copy, you already got the Idea.

Would you mind providing at least 2 keywords your advertising and doing great on, combined with their respective ctr + cpc to help us determining whether you might be attracting the wrong kind of customers?
5 % CTR for anything that has more than a few hundred views a day is HUGE, really, so you're obviously doing farely well in making folks curious with your ad. Which suggests that you might be doing "too good" on that front, attracting too many of the info- and free-stuff seekers with your advertising.

0.5 Conversioin rate is not tooo bad as a strating point, given that if you double it and pay less then a dollar per click you will be sort of break even.

Knowing your average cpc would really help in that assement however.

I'm Curious, what is your specialty and what were your main areas of work in terms of online advertising in the last years?

Last thing: Large Upfront Cost isn't really the case, you'll probably get that stuff printed and pressed for 10 dollar per unit tops, once you know you can sell the required numbers per month it won't be a problem. Of course, waiting until you're able to sell this as a digital product profitably is a good idea before approaching this avenue.

Overall, I think the product has a lot of potential and at least your ctr indicate that you can probably sell a lot once you get the copy and presentation part handled.

[Jonny5]

blackhatontherocks, Thank you very much for taking the time to write such an extensive review of our site and copy. You have a lot of very good information that we will take and run with with!

I agree that pop-up is annoying. I just took over the business and web portion of this and couldn't quite figure out the proper java-script to comment out, so though it best to leave it until I get the pros in there... but I may poke around again.

To answer a couple of your questions...
I worked at several top tier websites and search engines managing advertising production. The guys behind the scenes making sure all the advertising runs properly on the site. I started my own business/website several years ago and have been working with online ads from the other side (buying) and have learned a lot.

I just checked adwords again and we're getting 3.25%-5.25% on the following keywords "find love," "find true love," "total true love." and at only $.30 CPC. These are highly targeted and only really for testing at this point. I've tried several different ads and found the one that works, so at this point I'll probably pull the ads down until we re-work the site.

These CPC ads have driven a TON of traffic and not a single one is converting. Only 1 in 300 visit the purchase page, and no one purchases. Price may be another issue.

Thanks again for the feedback!!
Jonny5

[Sven]

Besides the pop up that you need to get rid of, there are a lot of checkboxes you need to lose!

A big part of these are checked but represent choices you do not want your customer to make! Only have checkboxes that you would want the customer to check himself.

[blackhatontherocks]

I did a quick exploration run.
Just one thing your up against in terms of direct competition is this one:

Love in 90 Days
www.LoveIn90Days.com
The hot new love book that teaches
women how to find the One.

(on search term "find love")

This is ridculously more powerful in terms of priming because it puts a tangible end result in the mind of the prospects that they will connect with the site the whole time they are reading it. And the actual webpage behind it is killer, too (but it's for a real book... for 15-20 dollars... go figure).

Your ad must be pretty decent itself to pull that kind of traffic, but realise that this kind of result promising alone can do heaps for the perspective people take when reading your salesletter.

The Rest of the first 5 advertisings on the keyword seem to be online-dating sites like match and eharmony.

I guess to really make a dent in here in terms of conversion (most of your prospects will be primed to find a dating site) you'll need to write an add that really pushes the content of your website into the face of the reader immediatly. Something like

"The missing Secret to Easily Attract Every Man you Ever Desiderd."
FindYourLove.totaltruelove.com

Something that let's them know there is going to be information/an info product, not a dating site on the next webpage after they click your link. If you already done that, kudos to you, if not, that should be your next test item alongside the old, well-working ads once the copy is fixed.

With a really well targeted and well-priming ad, even a term like dating is something you should be able to tackle with a rather nice ctr (which would be above .25 or maybe above .5 for a term this broad). Of course, only after the site is robust. The traffic is likely to be insane (google shows 22 million searches per month as opposed to 100k for find love).

One last thing: Adding a video Intro to your site might work really well, as well.

[tomcam]

All the people in the pictures are middle aged. That suggests to me a vast, possibly underserved market--people who want to fall in love again. If you get your ads to the right viewers, those pictures would be gold. Please consider targeting it to an older market and I think you'll be onto something.

[jayesky]

there could be a gap between your adwords and your site:

Is there a mismatch between your adwords copy and the page? (in terms of tone, style or value proposition?)
are you receiving any organic traffic? if so, is the conversion rate the same or different?

before you start changing all the copy and panicking, check your analytics data. how long are people spending on the site?

what is your opt-in % (i'm assuming your .5% is your conversion on sales? how many people are opting in to your list)

[Vacman]

If you need more data about what visitors are actually doing on your site...

Check out Clicktale.com

Cool stuff there.

[jayesky]

clicktale has some need visual displays but that's really all that it offers.

you should really be using google analytics. it has amazing capabilities and it's free.