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January 18, 2019 at 1:48 am #999260Up::0
Hi all,
based on advice here I created a Facebook Ad for my company. There was a respectable amount of click through to the website, but nothing that resulted in any enquiries.
My thinking is that I too closely copied the typical landing page format hinted at in online tutorials and blogs i.e. almost everything above the fold, very brief, not linked to anything, and heavily just trying to get people to provide their email address.
In retrospect I can see how this works for many of the online services, but I’m increasingly doubtful this type of short-form landing page can work for a more bespoke and expensive service.
As such I’ve decided to try again with a more detailed landing page that is less focused on getting people to handover their email address and more on explaining the products value to them. I’m still nutting out how to create a secondary header that will let me put the contact details up the top (just got to wrap my head around child themes).
I’d love it if any of you could:
1. Have a look at the landing page I’ve created and provide some tough love:
https://www.longyarnfilms.com.au/film-your-parents-family-history-sydney/2. Provide any ideas you have on how to create successful landing pages for more expensive services.
Cheers,
ClintonJanuary 18, 2019 at 2:49 am #1218633Up::0Hi Clinton,
First of all, there is way too much info and dense blocks of text, people just aren’t going to be bothered reading it all on the web.
Imagine a ten-year-old with ADHD is reading your page, that is what the average web users attention span is like.
Try to keep lines of text no more than 2-3 lines, use bullet points to break things down. Use more attractive images.
Secondly, it is always harder to sell high priced product/service to a cold lead, you need to earn their attention first. Try offering something for free, like a trial or at least low priced product $5-$20 at first, build trust and relationships with your leads.
Try to focus your landing page on one offer.
Know your demographic, who are they? who would buy from you, i.e. 55 – Female – Australia, affluent, adult children, married. How do they engage online? tailor the landing page to speak to them not how you think.
Get them into your email sales funnel and scale on from your offer over time from low-mid to high priced plans.
Also, when advertising on Facebook try to make your offer and ad novelty or conversation starter. People don’t go onto Facebook to look for services and info it is a social platform, people like to share cool, funny or interesting posts they are passionate about.
If you were to go through the route of cold selling higher priced items I would go through Google Adwords instead rather than Facebook.
January 18, 2019 at 10:20 am #1218634Up::0sean83, post: 263736, member: 11318 wrote:Hi Clinton,First of all, there is way too much info and dense blocks of text, people just aren’t going to be bothered reading it all on the web.
Imagine a ten-year-old with ADHD is reading your page, that is what the average web users attention span is like.
Try to keep lines of text no more than 2-3 lines, use bullet points to break things down. Use more attractive images.
Secondly, it is always harder to sell high priced product/service to a cold lead, you need to earn their attention first. Try offering something for free, like a trial or at least low priced product $5-$20 at first, build trust and relationships with your leads.
Try to focus your landing page on one offer.
Know your demographic, who are they? who would buy from you, i.e. 55 – Female – Australia, affluent, adult children, married. How do they engage online? tailor the landing page to speak to them not how you think.
Get them into your email sales funnel and scale on from your offer over time from low-mid to high priced plans.
Also, when advertising on Facebook try to make your offer and ad novelty or conversation starter. People don’t go onto Facebook to look for services and info it is a social platform, people like to share cool, funny or interesting posts they are passionate about.
If you were to go through the route of cold selling higher priced items I would go through Google Adwords instead rather than Facebook.
Hi Sean,
thanks for all the feedback. Really appreciated.
Yes looking at it again, particularly on a mobile device, the text is too dense.
I think you’ve hit the nail of the head regarding the problem here. There’s not really a trial to offer in my instance. It would be a bit like a tradie offering a free trial before they renovate your kitchen. Again I can see how this works really well for something like software, but I’m struggling to fit the concept in to a face-to-face service. I guess there’s the avenue of a free ebook download, but surely the net is saturated with those already.
Again, it has me wondering whether every business area can be expected to work within an email sales funnel model…
Yes I had considered Google Ads, but my niche seems unlikely to be stumbled upon through a keyword search which is why I shifted towards facebook where I could target people with an interest in family history and genealogy.
Cheers,
ClintonJanuary 19, 2019 at 9:41 am #1218635Up::0Hi Clinton,
I love this idea of recording a family history. It’s something we talked about for my wife’s late grandfather who led a fascinating life. We wrote up the story and did a few video interviews as well, but a package like this would have been perfect.
My gut feel is that your pricing looks very reasonable and the presentation of the service is good. It is a very niche product and quite a big investment, so perhaps a tricky one to sell ‘cold’ via a paid ad. Although the idea of targeting people with an interest also makes sense! I imagine word-of-mouth would be effective but it can be slower.
It’s not something I’ve delved into, but I assume there would be social media groups, forums and communities specifically related to this topic, one option could be to get involved, genuinely, in these communities and become the expert on putting together this sort of material.
One other thought was to get a compilation of testimonials from happy customers. For example family members of your clients who are really happy with the results… filming them saying nice things about the benefits and joy of the process.
In terms of a sample, I see this business https://www.heirloomfilms.ca/family-history/ (US I think) have put together an eBook “10 Simple Steps to Sharing Your Life Story and Your Family History”. Something like that could be an option for generating leads for interested people.
Trial and error is often really the only way.
All the best with the business. Peter
February 20, 2019 at 5:02 am #1218636Up::0Hi Clinton,
What a beautiful service you offer! A wonderful idea.
I’ve had good success on FB for Photography services at similar price point (to cold traffic) so I’m confident this will work out for you.
My ads break a few rules (like leading with the price), but bottom line – they convert into sales. And the ROI is amazing.
In my opinion, the issue is likely your ad campaign rather than your landing page.
With services priced in the $3,000-$10,000 range, I’m seeing more success by staying on FB, chatting over Messenger, then taking it to the phone where the service is explained in detail and a deposit taken.
Here’s an example of one of my local business ads for a service:
[IMG]https://cdn-images-1.medium.com/max/2400/0*bE7dJdFwvG1HXGj9[/IMG]
The key is to choose the right image, lead with the price and describe everything that’s included in your Page Post ad (like you already have done on your site). Targeting is obviously also a big factor here.
I wrote a bit more about this process over here:
Hope this helps, feel free to ask any questions!
April 3, 2019 at 1:21 pm #1218637Up::0heathsanchez, post: 264208, member: 113851 wrote:Hi Clinton,What a beautiful service you offer! A wonderful idea.
I’ve had good success on FB for Photography services at similar price point (to cold traffic) so I’m confident this will work out for you.
My ads break a few rules (like leading with the price), but bottom line – they convert into sales. And the ROI is amazing.
In my opinion, the issue is likely your ad campaign rather than your landing page.
With services priced in the $3,000-$10,000 range, I’m seeing more success by staying on FB, chatting over Messenger, then taking it to the phone where the service is explained in detail and a deposit taken.
Here’s an example of one of my local business ads for a service:
[IMG]https://cdn-images-1.medium.com/max/2400/0*bE7dJdFwvG1HXGj9[/IMG]
The key is to choose the right image, lead with the price and describe everything that’s included in your Page Post ad (like you already have done on your site). Targeting is obviously also a big factor here.
I wrote a bit more about this process over here:
Hope this helps, feel free to ask any questions!
Hi Heath,
apologies for the late reply. I wasn’t keeping an eye on the thread.
This is definitely a novel approach and I saw some of the advice you gave other forum members on the other thread.
I’ve actually run a smaller test campaign recently trying to determine which audience would provide the best buy-in for my services. Perhaps unsurprisingly the most engagement came from daughters over the age of 50 interested in the product for their mothers. However, this was only a $30 spend to test out the different combinations e.g. father-son etc.
While it was a very small spend, it did again result in very few clicks through to the landing page and zero conversions.
Given your experience, I’m curious as to what audience you’d recommend me targeting on Facebook as my research over the last few months has indicated that older (70+) individuals are less willing to spend the money (despite saying it’s a great idea). Their children are interested, but of course then have to convince their parents to get in front of a camera.
Cheers,
ClintonApril 5, 2019 at 8:37 am #1218638 -
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