Aug '23 in Q&A Clips
How can I get more conversions from a high-traffic page?
From 8-18-23 Coaching Call
Topic: How to increase conversions on a high-traffic ecommerce page.
Discussion:
Yeah. Yeah, I guess I'm on, like, the the put out the fire side of things.
That's because you work in a marketing agency.
So I inherit this, this new client, I think the beginning of August and they're like a like a big day and smart toilet company. Yeah And so they're.
YouTube ads so keep like, okay.
So, so they already had like a PMax campaign already in there. And so usually my marketing manager was like, Hey, just just try to take what's working already and expand upon it. So I was like, okay, let's do that. And so they had a Performance Max campaign are in there. But it was it just had a asset group with all the, all the products in it as the product was.
Yeah. And so the client said he wanted to focus on I think like maybe four types of toilets. And so I created an asset group for each product, product type. So it was like four different, I guess, models of the toilet. Okay, I did that. And then we wanted another campaign for like it's like a big day for Smart Toilet.
He makes campaign in. End of the day, he makes campaign. And then I added a a standard search campaign for our catch all with the lobbyist.
Okay.
And so that's been running, I would say, since the fourth of this month. And we haven't got any convergence coming through. He got one at the court this week. I was able to limit how much the display network was on.
That's good. Yeah.
My change in some audience is in there, but I'm just like stuck with my voice. What to do next as far as like, trying to give my man some some sales before He's like, okay, let me jump ship.
Right. That's that's kind of a tricky one. What's the price point on, on kind of the average smart toilet or.
It's, I would say on the low end, maybe like 400 and on the high end is maybe like 8000.
Okay. Okay. That's that's pretty standard as I'm looking at that now. I'm not like a smart towards the experts.
So it's the the total rainfall total.
Oh yeah dude. Everybody knows Toto everybody who's ever like clean toilets for five years. Yeah. They brand and they're like the best toilets. So. Yeah. Jealous that you're working with them. So I think one of the problems here may be that you're over segmenting on on performance max percent. So one of the issues may be that there is not the people that are searching for toilets are probably not searching for a specific model.
And if they are, you can probably hit them cheaper and more easily, more effectively with a super low bid standard shopping campaign. Yeah, but with performance, Max, you're going to be like way over saturating every possible placement for a very specific toilet for people that are probably just searching like smart toilet. And your your catch all search campaign will hopefully provide more data as to kind of what people are actually searching.
But if it hasn't brought any conversions yet, then the problems may be that you're catching the people at the wrong time or be getting in front of the wrong people, the wrong types of searches. Um, that there may be more education needed. I don't know. I mean I imagine like markets that care enough about their crappy experience to pay you know, $8,000 for a smart toilet probably they may not care too much about the brand or they may be like really interested in the difference between like the of versus the toto versus I mean, Toto really stands out with like the highest prices I've seen out New me.
There we go the new me with a $10,000 smart toilet So you may have to you may have to spend a little bit of time on education. I mean, it's not a small purchase even for people that have a lot of money because it's a toilet. You know, they could be like building out a home theater. They could be renovating their bathroom and be spending, you know, 30 grand on a shower.
So, you know, you may really have to sell them the toilet. So I don't know how. Also, you're going to be competing with your own products on other websites, other marketplaces, things like that. So it looks like buildcon, unless that's your client is is selling them using shopping ads. What's and they've got I mean, it's not a pretty website by any means.
There's not much information here. And it looks like they're trying harder to sell other toilets on this page than they are the actual smart toilet because, you know, 90% of the page is related products that are recommended for you and other toilets instead of the actual like details about the the smart toilet. So this is something where you may need to really glam up depending on the website, depending on the market, their readiness to buy.
I mean, it's a it's a high value product so you want to spend more time get like Lyndon said it might be worth video sales letter on YouTube basically or like a an educational piece about like, you know, what a smart toilet is the difference it makes. Yeah. You know, and it's there's going to be a lot of positioning involved like brand embellishment to kind of show like, hey, you have it all, so why would you go and just sit on a normal toilet that is going to, you know, I don't even know the purpose of a smart toilet.
It's to me, it's like having a Wi-Fi connection on your microwave, like, yeah, I can set a timer from a distance, but I could do that on my phone, you know, So I don't know the benefits of it. Granted, I'm not dropping eight grand on a toilet, so there may be there may be some education needed, there may be more visual appeal needed.
There may be even more focus on features and benefits needed on the page. Are you getting a lot of click traffic but not a lot of conversions?
Yeah.
Okay. So I mean, so it's either the wrong people or the presentation is off and they don't see the reason to buy it is my guess. So I mean, I would, I would do like a landing page, you know. Crowe Audit kind of breakdown down for you. If you had a landing page, you wanted to send me otherwise, like I don't want to, you know, breach privacy or anything.
Is it, is it well, are you allowed to say if it's like Toto USA or is it.
No, it's a it's a I guess you could say he's like a partner with Toto.
Okay. Yeah.
So he doesn't it is not the actual brand. So is was basically like selling I guess he has like a stock of their toilets that he's selling on site. But majority of it is basically just the total brand. So he has to consult with total majority of time like how much he can sell the components for and stuff.
So we can't like run promotions and stuff.
Right. Well, I mean, this sort of thing, you don't necessarily need to put it on sale because you don't want to send the wrong message, like, hey, you know, here's this super nice high end luxury, you know, toilet, you know, save money. Now it's like, well, they're not really concerned about saving money if they're dropping, you know, 5 to 8 grand or toilet.
But you're going to really have to sell them out. The reason to drop 5 to 8 grand on a toilet versus dropping $200 on the toilet. So, you know, this is this is the only thing I can think of is like status. Like, do you want your guests to be really impressed with how amazing you are when they go in and crap?
I mean, that's that's one selling point.
That is an education on the product.
Yeah. I mean, just etiquette. Like why would somebody get a smart toilet versus a regular toilet? Why would somebody spend this much more when they can get one for, you know, 500 or like, what's the difference between the 500, the $5,000 toilets? And so probably a lot of education. You know, it's a high value purchase. So you're going to have to spend more time with someone.
You know, the $500 toilet, like that's really not that much more than your standard toilet, you know, And that won't take a whole lot of convincing. You just have to show them like, okay, here are the benefits of smart versus regular toilet and then the real high end ones, there's going to have to be probably a lot more time spent, like showing, hey, here's what this is going to do for you.
Here's how this is going to change your life. And it's the presentation is going to have to be really like, okay, this is really nice.
So here we need you basically need some some education content on the on the side as well.
If he doesn't already have some. Yeah you could you could test out I mean like Lennon said video is probably going to be your best bet if you have to in a market video is the easy easy sell. But with something like this, you probably want to have high end assets like nice looking production. I'm getting like it's got to look good because it.
And the sales that do come in I'll say is like more so like organic or direct. And then the way that he does convert these people into sales is usually like, like he has like latch. So someone jump on the site, he just has a conversation with them and whatever questions they have the answers. And then some hours until the sale.
Yeah. And that's probably how most of this is going to have to go. Something that high end, generally high ticket stuff like that that's sold over the phone. I yeah I mean depends on, you know, how commoditized it is. Like you could have people going and you know, dropping five, eight grand on a product that they're just click and buy but something like a toilet that they really are going to like.
They want to know why it's worth that much. And granted, this is coming from somebody who would never even dream of spending that much money on the toilet. But the practical minded like, I'll spend that much on a cup of coffee, but you know, the toilet I need afterwards. So yeah, that's probably he's going to have to put in a lot of work if he wants it to work.
Okay. That's what I think. Generally the issue, if it's not converting, but it's getting a lot of traffic, is less about your skills as an ad manager and more about like nobody wants it or nobody knows why they want it. Nobody is like desperate to make it work, even though it's really expensive. You know, they have more reasons to say no than to say yes.
So that's where that's where their hormones offer, you know, diagram would really come in handy. It's like, okay, so, you know, they've got they're of course now I've seen it a billion times and I can't picture it in my head. We bring this up real quick and I will walk you through it real quick. All right? Okay. So dream outcome.
I have this amazing toilet. People are jealous of me. They can see how much money I have because I'm willing to spend this on a toilet. You know, every time I go to the bathroom, which is relatively often, you know, I'm just like literally sitting in the seat of luxury. And then, you know, their perceived likelihood of achievement going to be on the same level as their dream outcome.
As long as they know what this toilet does, what are its features? How does it work? Like, you know, how reliable is this brand? I think Toto's recognizable enough so then those are the those are the pros that you're aiming at and that you have to the pictures you have to pay for them. The cons like how long is it going to take me to get this toilet?
Like what's what's like processing times, shipping delays, things like that. Yeah, but for it, the financing options like, you know, most people that are spending this much money on a toilet not going to finance it, probably just going to drop the money. I may be wrong. I'm and then like how much effort and sacrifice is is going to go into it.
But basically like it's why do I want it over? You know, why shouldn't I get it? Like, why would I not get it? And if you can create much more perceived value and demand with your content, then you know you have more of a ravenous audience. But something as practical as a toilet, I think there's going to be some serious education either.
I'm looking at the diagram right now.
Okay, I guess I could have shared my screen for that.
I'm familiar with Alex, so yeah, I know exactly.
Who. Cool. It's good. Yeah. So those are my thoughts on that. It's it's kind of a tough one when you've got an account that, like, it's working. Okay, and then you take over and things stop working as well. That's kind of what happened with this tea company, except that like the OC that was working was just nowhere near profitable.
And then when I started testing new things, it was like less profitable than that. So it was just it's kind of obvious if if nobody is converting that something's wrong with what they're seeing.
Yeah, well, like, we're basically like this testing right now and I feel like I'm in a position where I'm just I keep having to, like, keep stretching the patience of I'm having to invest versus make the right time.
Yeah, that's that's hard for a client and it's hard it's hard for you because you're like, Look, we're going to make this work. You just need to keep spending money. I need to find something that's going to work. You're beating your head against a wall because nothing's working. Well, it's not you, it's them. So they need a lot of business owners will pay marketers to make their crappy offer or product work, or they're, like, mediocre or standard kind of commoditized product work.
And they want to scale it, but they don't do it. Like they don't think about how they could help. They're just like, Well, you're the marketing expert. You make it work. So I guess.
I have the same situation with the staff and company. We did a few. Yeah, it's like they're we're sending traffic to their page, but it was just generic content. And once we implement landing pages, there's like, Oh, we're getting leads every day.
Yeah, sometimes like the offer is good, but it's just not presented in a way that, that shows people how good the offer is and you need to understand why people want the offer. And then you need to structure the, the message structure, the presentation of that offer in a way that highlights. Okay, here's the problem you have. Here's what it's doing to your life.
Here's the solution. Here's why the solution works and how it helps you. And then here's how working with us on that solution is better than working with someone else. So it's more or less the structure of improving the presentation of an already good offer.
So yeah, I got a lot to talk about with him in the next couple hours.
Oh gosh, yeah, man, I hope it goes well. I know that that can be tough because it's it's kind of like, Hey, so we're trying a lot of stuff and a lot of people are seeing your offer and not taking it. So. Exactly. Your baby is so ugly.
We can make it Cute in Photoshop. Yeah. Yeah.
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How can I get more conversions from a high-traffic page?
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