Quote:
Originally Posted by MSC
Thank you dotwhack, I really appreciate it. What would be a high bounce rate??
WOW thank you admagic, that is brilliant!
The back door keywords is very interesting.
What does 2 stage sale mean?
(hope you don't mind me asking, you've given so much help already and I really appreciate it!)
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"High bounce rate"
... people coming in , looking at the copy and leaving without ordering or going on further... which is all about making your ad, your keywords and copy line up.
eg if you use the "WARNING! Dont buy a xxxx until you have read this"
then the page you start with must explain the warnings about why certain products are better in some situations ...... ie lines up with the ad....and does not go straight to the sales page - otherwise there will be a disjunction between the ad, and what the copy says. So a lot of people will bounce.
catchy or cute never work
so I sometimes see an ad with a headline SEX
and when you turnover it says...now I have your attention, please let me tell you about dining room chairs.
in that situation the customer feels cheated, and will bounce, never to come back.
so if the ad says you will give them a warning , that is what the page must be - not an immediate pitch for a product...
proof of whether that is occurring is found in the "time on page" - if the are only spending a couple of seconds before moving on - then the message has not connected
if they spend time reading and still dont buy - then the offer,copy and other things need looking at.
"2 stage sale"
eg first of all offering something free ( eg information) to get an email then turning offering them a sale....the offer can be straight on the back of the email capture as a "one time offer"
in your case it could be offering a free sample in exchange for the price of a mailing....then pitching the offer for a months supply in the envelope you send
Finally ...dont get too hung up on %s...dotwhack said 3% - and if you use large amounts of keywords pointed at some fairly generic ads then that might well be the number ....google are happy 2-4 and wont slap you in that band.
But If you use small groups of keywords ( I prefer) tightly focussed into specific ads, with lots of ad groups and campaigns - you can indeed get the 10% I talked about - or even 20 or more DEPENDING ON ALL SORTS OF THINGS- which is what I tend to do.
Point I am making is all of these are finger in the air...and depend on a lot of things.
Clearly the highest percentage conversion - (not CTR) comes from - offering a great freebie for list building - and then with a video squeeze page you can get 30% or more sign up -
When a free offer is immediately taken to a one time offer, you can get many more buy than would have bought if they had been taken straight to the offer in the first place. ie the squeeze page for list building far from reducing conversion, can actually increase it!
You know what I will say next
You will never know unless you test!