FISH or CUT BAIT – My page is not converting….HELP
Jim and Stew walk through a business webpage that is not doing well. Even though we have different options for this Funnel Scripts user (Keith) we give several ideas of how to fix it up so the message is a little more crisp and clear and not competing with the main product site or Amazon.com.
Hey Jim- I have been working like crazy using funnel scripts and following you in FB every day. For some reason I am missing something because my page does not convert. spent over 1000 on FB ads and sold like 4 bottles. I have exhausted over 2 months of trying to make my page work with horrible results. It could be the FB ads running to the ad, but for some reason i doubt it. I have hired on people that seem to really know what they are doing on that end.
I have 6 ad sets targeting different people with different messages to try and hit the vain. But when they get to the page they bounce. My last tweak I did was re-do the headline again, and people in the industry seem to think the page is Solid. Which even bothers me more. The only thing I know for sure is that it is not working. Thanks again for the consideration. Here is the link https://facemask.lpskin.com
Transcript:
Jim Edwards: Hey guys, Jim Edwards here along with…
Stew Smith: Stew Smith!
Jim Edwards: and welcome to another episode of Funnel Scripts Live!
And so Stew and I are checking out your concerns and your questions about sales copy and funnels and stuff as it relates to Funnel Scripts especially…
And so we have an interesting one that’s come in that we just spent the last 30 minutes going…
“What?”
“What?”
“What does he do?”
“What?”
“What?”
So anytime we’re sitting here going,
“What?” “What?” “What?”
And it’s not immediately apparent what’s going on…
Then there’s something funky going on…
So Stew, what, what did the person ask and what’s up?
Stew Smith: Right. So Keith asked…
And this was a great email that he sent us just asking for help…
But he basically asked does he need to keep on going or cut bait, fish or cut bait?
The old saying goes, right?
And he goes, “Hey Jim, I’ve been working like crazy using Funnel Scripts
I’m following you on Facebook every day.
For some reason, I am missing something because my page does not convert.”
Jim Edwards: Okay…
Stew Smith: Spent over $1,000 on Facebook ads only sold…
Jim Edwards: That’s the first thing I would tell you right there is you spend 1000 bucks on Facebook ads with no results…
That’s a problem.
You should never be spending $1,000 on any kind of ads…
With no results.
Stew Smith: Yeah… You got to test your, got test your ads, you know about…
Okay… So anyway “I’ve exhausted over two months of trying to make my page work with horrible results.
It could be the Facebook ads running to the ad, but for some reason, I doubt it.”
I’ve hired people that seem to know what they’re talking about to do that.
I’ve had six ads targeting different people with different messages, try to hit the vein, but they get to the page, and then they bounce.
Jim Edwards: Okay…
Stew Smith: And I think there’s a real reason why they bounce…
Jim Edwards: Yeah. I think there’s a reason… I think there’s a reason why they bounced too…
So let’s look at the page real quick…
And first off, this is not a bad looking page.
Stew Smith: No, it looks good.
Jim Edwards: I don’t necessarily like the top part here by having…
This is way too big.
This is taking up way too much space.
This should be at the bottom.
Having some sort of a button with a call to action in the upper right with nothing else supporting it is a big mistake.
So all this stuff should leave..
Then we scroll…
So this gives us about a third 30%, 25% more space above the fold where…
…imagine if you could see this…
Now we’re seeing something and…
“So say hello to amazing, touchable skin Get flawless skin in 15 minutes or less…
That does NOT really have any type of a problem solved in that headline.
And I think that’s part of the reason why you’re having problems with your Facebook ads…
Because you need to think of a Facebook ad like a conversation that starts with the ad…
But it actually starts with what’s going on in the customer’s head.
But at a minimum that starts with the ad.
So unless your ad says,
“Hey, click here to get amazing, touchable skin.”
Then you’re probably talking in your ads…
If you’re getting clicks…
About more stuff like what’s going on here with your bullets,
“Deep pore cleaning without redness and irritation.”
That’s a feature, but at least it’s some kind of a problem.
There’s irritation, gentle exfoliation that leaves silky smooth skin…
Okay…
That’s got a little bit of a benefit to it…
“Makes pores tiny, reducing blemishes to nearly nothing fresh and clean smelling formula with no harsh chemicals, irresistible, softer skin in 15 minutes or less.”
Again, these are kind of weak bullets…
There’s no emotional pull…
“Deep poor cleaning without redness so you can avoid irritation, which means your skin is radiant and you’re more beautiful.”
That kind of a thing…
Stew Smith: You’d want to tweak that a little bit.
Jim Edwards: Yeah. It’s a little long, but it’s in some ways it’s not.
“Deep port cleaning, no redness, or irritation makes you more comfortable and beautiful at the same time.”
or
“Feel more comfortable and beautiful at the same time.”
Stew Smith: Or you can make that as part of like the headline before the bullets too.
Jim Edwards: Right
Stew Smith: Here are a few reasons or here are a few ways to make yourself more beautiful and…
Jim Edwards: Absolutely, let’s say…
Ha, haha…
A guy with this beard and an ex-navy seal or talking about beautiful, softer skin…
Stew Smith: I love it…
Jim Edwards: Let’s say that…
Stew Smith: Hey, I gotta get my forehead shinier. It helps.
Jim Edwards: Hahahaha. Let’s say “softer skin, more beautiful skin…”
And let’s choose another one…
“Reduce blemishes.”
And whatever the payoff…
What’s the payoff of reduced blemishes?
“Reduces blemishes so you can feel more confident which means your inner beauty shines through”
Okay…
Now let’s, let’s talk about this for a second…
Cause he was saying,
“Man, I’ve run six different ad sets to the same page.”
Well, that’s your first mistake because you should be running a specific ad set to a specific page.
Remember, this is a conversation.
So if we’ve got three different conversations…
We got the softer skin
We got the more beautiful skin and
We got the reduced blemishes so you can feel more confident and
“Let your inner beauty shine through.”
Actually, I like that…
“Let your inner beauty shine through with softer skin in less than 15 minutes.”
Stew Smith: Yeah, look younger…
Jim Edwards: That’s right… I could use “just for men,” but I heard it causes cancer. I’m not going to use it…
My point is that each one of those conversations is completely different, which means you need to have a different landing page for each one of these…
So if your ads are all about softer skin, then this headline needs to say
“Say hello to softer skin in 15 minutes or less.”
“Say hello to softer skin and goodbye to rough, red and irritated skin in 15 minutes or less.”
Okay?
If you’re talking about more beautiful skin…
“Say hello to more beautiful skin in 15 minutes or less.”
Or if we’re talking about blemishes the ad is
“How to reduce blemishes in 15 minutes or less three times a week.”
Then your headline on the page they come to from that ad needs to be
“Let your inner beauty shine through, reduced blemishes, and feel more confident in 15 minutes or less.”
That is continuing the conversation that was started but without seeing the ads and depending on what you’re doing…
They show up here, and it’s a whole different message…
Does that make sense?
Stew Smith: Oh yeah, absolutely…
Jim Edwards: You know, looking down at these bullets…
Thinking about the bullet formula
FBM
Feature, Benefit, Meaning
these are
“Deep poor cleaning without redness and irritation.”
“Deep pore cleaning” as a feature.
“Redness and irritation” is kind of a problem, but it’s
“Deep port cleaning so you can get this benefit, which means whatever.”
At a minimum, it’s got to be,
Here’s the feature with the benefit.
So
“Gentle exfoliation, that leaves silky smooth skin.”
It should be
“Gentle exfoliation that leaves skin silky smooth.”
Stew Smith: There you go…
Jim Edwards: And touchable…
Oh, and
“to a lover’s touch.”
Ooooooooooo
Dude!
Stew Smith: Now we’re talking now we’re adding emotion.
Jim Edwards: And now we’re going to have to start reading a romance novel…
That stuff with Fabio on the front…
Stew Smith: Ha ha ha!
Jim Edwards: So anyway, you guys see what I’m saying?
I have a feeling that the problem is, one of the problems is that the conversation is stilted is not making sense…
“Our promise to you, if for any reason we don’t meet your satisfaction in the six days of purchase of our face mask… full refund, no questions asked.”
This is not the right spot for this…
You have not built the value…
You have not given anybody any sort of a value stack…
You have not told your story…
You have not earned the right to tell them that if they’re not happy, you’ll refund within 60 days…
“What the hell am I not happy with?”
You know, the lay parfait, charcoal, face mask 10,000 customers enjoy…
Yeah, just this is the wrong spot for this.
So you ready to experience results like these?
So it’s like the parts are here, but it’s out of order, and you need to think in terms of…
Problem, agitate, solve.
What’s the problem?
Make it worse
And then
Explain how this solves it…
So that would be the first thing I would tell you.
All the parts are here, but they’re not here in the right order.
Also, where the heck is your call to action?
Looks here.
Now here’s something else you’re call to action…
“Buy now, buy now, buy now”
What am I buying?
You’re asking me to buy before you tell me what it is…
And then I come down here and finally find out what the hell it is.
There’s no…
I’ve finally read all the way down here, and there’s no…
There’s nowhere to buy…
So the parts are out of order.
Now let’s look at one other thing, too.
We Clinton this rescue, my skin thing is just, wow…
So I’m going to click the buy now button, right?
Stew Smith: Okay…
Jim Edwards: Watch what starts happening here…
It’s like, okay, let me come up here and I’m just, I’m just moving my mouse around.
I’m not leaving…
But I’m just moving my mouse around…
Now let’s say oh…
“Save 15% don’t pass on this offer…”
So I haven’t even read this, and you’re telling me to save 15%?
So if I click this, it’s going to take me to another page…
“Wait, we’d hate to see you leave…
Let us sweeten the deal.”
Okay…
Well, what am I getting here?
“Uses exfoliate…”
“Deckland’s benefits…”
“Goodbye to acne pimples… Blackheads…”
You know, I guess that’s okay…
Then we got our one-time offer mass applicator…
Custom brush…
All right…
But then watch this…
I’m just Kinda, this is the one that I’m just like…
“Oh my God, what are you doing?”
Stew Smith: Let’s send them to Amazon instead?
Jim Edwards: So we understand you are new to the site may have hesitancy buying we’re also on Amazon” so they come over to Amazon and the price is $23.95.
How much is it over here?
Is it telling me how much it is here?
Stew Smith: A previous page…
Jim Edwards: Did we even see how much it is here, though?
Stew Smith: Not on this one, but on the previous page there was, $24.95
Jim Edwards: It’s a buck cheaper on Amazon
Stew Smith: and Amazon ships like next day.
Jim Edwards: Yeah… So this is where it just starts getting jacked and this thing right here…
Stew Smith: Yeah… I wouldn’t even mention Amazon.
I mean sell more stuff on Amazon…
That’s great… Have two different stores…
Jim Edwards: But yeah, but this thing right here also this is like…
What is all this stuff?
What is this?
This does not make sense to me…
And the 15% off thing and all this other, it’s you, this, the tops don’t match…
It’s just these, did you see that man?
Stew Smith: There’s a lot going on…
Jim Edwards: Yeah…
Stew Smith: And I’m kind of like the less is more guy…
What I would recommend is go back to the very first page…
And then make that small with the “buy now” that’s the first page right there…
And if anybody maybe has some kind of a header where they can go to all the other information of more information on the product testimonials.
I like that way better cause otherwise…
You don’t necessarily need to scroll through all this because he kind of had me at the first page.
Jim Edwards: Right. I think I understand what you’re saying and, and compartmentalizing the thing…
I’m a big fan of the above the fold…
Doing exactly what you say.
Giving them enough information and in fact, in order to do that better…
You probably should have a video sales letter here or something instead of this picture of this lady…
Though she is pretty…
Is taking up 25% of your space here and not giving really any information to aid somebody in the buying process.
Stew Smith: Good point…
Jim Edwards: Oh, perhaps a video sales letter here.
I mean you really can’t go wrong with a damn good headline…
A really good video sales letter…
A four-part Brunson box where it gives them the previews of what’s in the thing
And enough information that they can click a “buy now” button…
And come over to your order form…
And you know it’s almost like the order form on the next page is the one that’s a better order form…
Because this actually lists off what, well this, I assumed it did, but this is just FAQ,
But this should list off everything you’re going to get…
All the benefits, all the bonuses, all the everything on this page…
So that between the page here, what they see, hear, and then clicking over to the order form,
They can make a complete buying decision based on what’s there.
And then all the stuff below is your, is your problem, agitate, solve.
It’s your story and your offer.
All the stuff that, this is the quick reactors up here are the ones who say,
“Yeah, I’ve heard of this, or this sounds cool, or it’s only 35 bucks, I’ll order it and if it works out, great, if it doesn’t, great.”
But all the other stuff is more for the analyzers or more importantly…
Like many people, and I’m sure you’ve done this Stew, I do this all the time…
I’ll buy on impulse and then after I’ve bought and I’m waiting for it to show up…
I’ll go back and read the entire site to make sure that I made a good decision.
Stew Smith: Oh yeah, absolutely…
Jim Edwards: Yeah… So the parts are here not looking at this, but you know,
“Aren’t they cute?”
Stew Smith: Hey, take a look at… the primary site, the LPskin.com and see how they set theirs up…
Jim Edwards: Okay…
Well, they got a whole bunch of other stuff…
Stew Smith: Yes, they have other products, but they still have the clay mask at $17.95…
Jim Edwards: Okay… Let’s see… Well, there’s is just, Oh, damn, no wonder…
Okay… $17.95, as opposed to all kinds of different prices here…
Anywhere between $24.95.
And well that’s interesting… Say 15%, but you don’t tell me how much it is…
There’s, there’s just too much confusion going on here.
That’s why it’s not working.
Stew Smith: Yeah…
Jim Edwards: So I would say you need to, if we were going to break this all down, I’ll give my opinion then you can give yours…
Figure out the one conversation that people that you want to have with people to start with.
Create a slippery slide with your funnel page that continues that conversation from the ad…
To the funnel…
To the order page.
And it’s totally consistent.
It’s totally congruent, and it makes sense all the way through.
If you’ve got all these different prices…
That’s another reason why you’ve got to have a very clear offer stack…
Because if all you’re selling is the jar of Goo…
Then it’s a commodity…
Because they can go to the main webpage and see it’s 18 bucks…
They can go to Amazon and see that it’s $23.95 on your page.
It’s $24.95 unless I take the 15% off, but then you don’t tell me the price is.
All I’m doing is comparing the same bottle of goo at different prices.
Plus your, your message is all jacked.
But now if you were to say,
“Okay, not only are you going to get the charcoal mask, but you’re also going to get this cool brush.
You’re also going to get this complete skincare or face care instructional video set that’s going to help you do this.
You’re going to get a 15-minute consultation with an image consultant.
You’re going to get our 50-page beauty and style guide.
You’re going to get…”
You see what I mean?
Now we, we’re building an offer that you can’t compare to anything else…
And you could probably charge $40 for all that instead of just saying,
“Well, I can get it for $5 cheaper here.”
So that would be my advice.
What do you think Stew?
And we’ll wrap this up.
Stew Smith: Nah, man, that you, sum that up very nicely.
I like your idea of the video sales letter upfront…
Like I said, tend to be a more of a minimalist, so I prefer not to scroll a lot on a webpage…
But make a nice header where it actually has links to more information.
Very similar to the main website that they have.
The LP skin, they did the same thing.
They have “home,” “shop,” “clinical studies,” “videos” “in the news” “about us” “blog”…
All these things here, right up at the top on the headline or the header.
And you know that in their, their pages, not that long,
Jim Edwards: Right.
Stew Smith: You know a lot of popups that show up, and kind of distract you a little bit…
Jim Edwards: Yeah, long process… All those popups in the and the other stuff…
Just get deep ditch that stuff, and I think you’re right…
Testing it as an e-commerce site more than a funnel is worth trying…
I would say the first time out of the bag though, just go with the straight up simple funnel.
Get it all on there.
Where in effect…
And we did this way back in like ’97, ’96, ’97…
We created pages that were like super, super long but they were divided.
It was almost like the pages were as you went down the page, it could have been on the single page, or it could have been a separate page…
So creating the page like that, to begin with, you can always convert that over into more of an e-commerce site.
But I think just the simplest thing to do to try to sell this is to get rid of all the distractions…
I would probably get a different domain so that people can’t go to the root domain and see,
“Oh, well this, I go to the main website, and I can get it for $8 cheaper.”
I mean, that right there…
Were a couple of knuckle draggers that don’t use this kind of stuff and we still figured out we could save eight bucks.
Stew Smith: Yeah…
Jim Edwards: So get a different domain, go get FrenchClayMask.com or something, and really play it up and really have a crazy, cool offer stack…
That’s gonna make a difference for you.
So I’m Jim Edwards,
Stew Smith: Stew Smith/
Jim Edwards: And we hope you enjoyed this episode of Funnel Scripts Live and we’ll talk to you guys soon.
Bye Bye, everybody.