(I guess I should’ve read the fine-print: no useful functionality to be expected anytime after or before a full-moon. Absolutely no functionality guaranteed during a full-moon +/- a fortnight either side of said full-moon)
If you’ve been following this blog for a while, you know that I’ve been having a less than stellar experience with an online product that allows you to create lead,-or squeeze-pages.
Only just yesterday, an hour of my life-time, time I can never get back again, went down the “oops, I guess just pressing ‘save’ isn’t the intuitively right thing to do”-tube (ah, hang on, it was a full-moon, what did I expect)
But, enough of the griping, it’s my *choice* to use said tool (well, it’s on its way out anyway), so I shouldn’t complain.
However, there is another reason for my disillusionment with said product:
My own stats, as well as findings by the good folk over at mindvalley.com show that the pages created by said tool are overly optimized for CONVERSION.
a little-known fact most people overlook:
The real measure of success of a business is of course not how many people sign up for free beer, but instead how much money they leave with you.
And exactly that, the “spending money with you” part is something that suffers at the expense of ‘beautiful design and high conversion rates’.
To give you a very real example:
Here’s an email I sent to 191 subscribers.
It resulted in 17 opens (8.9% open rate), 10 clicks (5.2% CTR) and one complaint.
well, er, what’s wrong with 8.9% open rate?
Well, technically speaking that’s actually ok, however, that is the follow-up ONE DAY after signup.
“Ouch” doesn’t even begin to describe it.
a signup that resulted in an average 43% signup rate.
In other words:
people were sooooo excited about the signup (and boy, the freebie is lovely, and the winning landing page did look oh, ever so delicious) that towards the end of our split-testing, almost one in 2 people signed up (a little over 48%).
And yet, the very day after, only 8.9% of those who were so excited the day before opened the email.
How’s that for a rather rubbish ‘real’ conversion rate (after all, if they don’t read our emails, they definitely won’t buy anything we recommend).
As nobody bought anything, we can’t even compute the cost-per-real-acquisition (where the ‘real’ stands for ‘customer’, as opposed to ‘rather cold prospect’).
Moral of the story:
Click-through rates mean nothing.
They’re just good for bragging.
as we all know, having high CTRs gives you lower ad costs.
Awesome, I’m now getting more rubbish traffic for less money, sweet!
(there’s another, even more sinister reason why more is actually not just less, but really, really bad. That however is the topic of an article where we need at least a total lunar eclipse)
Email Open Rates mean nothing.
They’re just good for bragging (see above;-)
Especially with Gmail’s latest update that loads ALL images through proxy-servers, open rates are becoming even more irrelevant.
What we want is: open-click-buy.
If you don’t get all 3 steps, forget it.
However, as usual, the common marketing wisdom is:
you should focus all your effort on getting as many people as possible to open that dang email.
You should focus all your energy on getting the RIGHT kind of prospects into the right email sequences, as we do and teach in Graceful Email Marketing.
Then they’ll open your email, no matter what your subject line says!
Sign-up rates mean nothing.
They’re just good for bragging.
as all the shiny, glossy ads tell us: “just imagine what it would mean for your business if you could double your signup rates”… and boom, we’re out to sign up for yet another squeeze-pages thing that leads us down the wrong path.
Turns out, rather than focusing on getting as many people into your funnel, you should be doing exactly the opposite!
You’ve struck gold when you have a system that REJECTS as many unqualified prospects as possible, so you can focus all your energy on those who matter!
PS: unfortunately, the main stumbling block to implementing ‘rejection marketing’ is once again, not technology, but ….???? (more next time;-)