We've been working with the inventor of a North Carolina-based golf swing trainer since we designed & launched his website last Spring.
We started assisting with marketing strategy late this summer, and -- while we had some early challenges -- a lot of good things are finally starting to come together.
At first, my team was hired to focus on copywriting and search engine optimization. Meanwhile, an online marketing guy in Hawaii was working on Google AdWords campaigns -- paying for clicks and trying to convert that traffic into sales.
Their AdWords campaign ran for a few weeks, and they blew through over $2,000 in advertising in a hurry, with only a few sales to show for it. Things were not looking good.
However, the client ended up giving Spire a chance at running the Google AdWords campaigns and I'm optimistic about our first week of testing.
Here's what we're doing:
- First, we worked with the inventor to create some low budget, golf training videos. The videos had two goals: give away free golf advice from a PGA Pro AND show people how the swing trainer can improve their game. This was based on our observation that people didn't fully understand what they were buying.
- Next, we created a new landing page, designed to improve sales. This new landing page has all the information in one place -- product description, a video, interactive way of exploring how the product helps different parts of a golf game, customer testimonials, and "add to cart" buttons.
- We eliminated all distractions on the landing page. This is a common problem. If you link prospects to your normal website, there are plenty of distractions, and dozens of choices for them to click. With a page designed to convert sales or leads, it's important to eliminate all distractions. Visitors on this page have two choices: a) click "Add to Cart" or b) Close the page.
- We set it up so our sales pitch will match the customers' language. When the Google AdWords campaign begins next week, some customers will be searching for a " golf swing trainer", others will be searching for a "golf training aid". Technically, they are the same thing, but speaking the customer's language makes an enormous impact. Click the following links to see how the verbiage of the landing page will change completely to match the words the customer used in the search. golf swing trainer | golf training aid | attachment to improve your golf swing << these all link to the same page, but note how the text on the page adapts to match the customers language.
- We are measuring EVERYTHING. This is the most important detail. I am fairly confident that this new landing page will out-perform the past efforts. However, I won't know for certain until after the campaign begins. We will be measuring every visitor, every sale, and matching this data with the advertising source they came from. Plus, we'll be split-testing the results, comparing the new page to the old page. Then we'll be regularly throwing out the underperforming landing page, and replacing it with a new test version. Over time, we'll be able to continually refine headlines, ad copy, pricing, and anything else on the page to maximize results.
Our testing this week has been promising. There was a small email campaign running this week, which sent just 130 visitors to the website - but of those 130 visitors, they've had 15 sales -- nearly 12% conversion rate. Not a bad start!
Next week the Google AdWords campaign begins, where we'll be testing these landing pages with at least 2,000 visitors. If we can get at least 1.5% of the visitors to buy, we have a profitable landing page. If we see 5%, 10%... or 12%, then the client will be extremely happy, and will be ready to invest a lot more into Google AdWords. After all, if you can drop $1 into the Google AdWords vending machine, and it spits out $5, $10 or $12 -- wouldn't you keep stuffing in dollar bills at a furious pace?
This is why I love helping our clients with these projects...
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