Matt Lloyd Ideas :Lots of Clicks but No Opt-Ins?
Matt Lloyd Training Ideas – In the scheme of things, plenty of clicks and no opt-ins isn’t such a bad problem to have. It’s a good indication that at least your ad is working. This narrows down what the possible problems are and how to fix them.
Mobe Matt Lloyd Training Ideas – People like and want consistency. They want what they see and are more or less disappointed when what they get does not look like what was advertised to them. This was illustrated really well in Falling Down, a pretty dark American movie from the early nineties.
In it, Michael Douglas plays a man who has lost his family and his job and finally, it seems, his mind. In one scene, he goes into a burger place and orders lunch at gunpoint. When it arrives, it’s a “sorry, miserable, squashed thing”—nothing like the plump, juicy burger on the menu board.
I love movies. There was a time in my life, back in 2008 and 2009, when I watched a lot of them—two a night sometimes. Often, they were films I’d never heard of. I would watch a trailer and if it looked good, I’d download or stream the movie.
Sometimes, I’d bail out by half-hour into the film when I realized the trailer was more entertaining than the actual movie. Inconsistency.
The same kind of “bail out” can happen with your clicks and opt-ins. As an online marketer, you can create problems for yourself when you fail to maintain consistency throughout your sales funnel. This can show up one or more ways:
Copy: Your ad copy doesn’t correspond to your landing page copy. This applies strongly to ad headlines or email subject lines. If your ad headline says “Make Easy Money in Your Spare Time” and your landing page headline is “Free Ebook Shows You How to Generate Leads,” there’s a disconnection there. They’re two different things. People will quickly lose confidence and click away. Ensure there’s a consistency between them and, when unsure, make them identical.
Look and feel: The company colors, type font, images, tone of the copy, etc. are as important as the headline. For instance, don’t create a brand new ad that links to an old landing page with last year’s design, an outdated logo, etc.
Ensure each part of your sales funnel is consistent with the other parts.
Free and Valuable
In most cases, what people are trying to do is generate leads from whom they can promote their paid offers to. You can consider anyone who gives you some degree of contact information as a lead. But they don’t just give up their email address for nothing.
You’ve got to give them something of value. At MOBE, we give them access to a library of videos in which I answer the most pressing business questions new entrepreneurs and online marketers ask, updated almost daily. This is our “lead magnet.”
Your lead magnet may be a free e-book, report, e-course, consultation, or other valuable free item or service.
To know what’s valuable to your market, you’ve got to know your market: Who are your typical prospects? What are their deep desires? At MOBE, we know that our market is composed of people who want to work less and earn more, so we offer access to a free video that shows them how to make $1,000, $3,000, and $5,000 commissions working just 45 minutes a day.
Minimize the Risk
People don’t want to commit too much to someone they don’t know. Offering something valuable for free minimizes the risk—it’s free, after all. To minimize it even further, you’ve got to be careful with how much contact information you ask for.
For a downloadable lead magnet, people don’t mind giving their email address or their name and email. If it’s something substantial that has to be delivered by postal mail, you can ask for a mailing address. But people don’t want to risk giving too much information. So when you ask for too much information, get too personal, expect your opt-ins to go down.
This is not necessarily a bad thing. Some people use their opt-in form to prequalify their leads. For instance, top direct response copywriter Bob Bly only wants to give his free reports to prospects seeking a world-class copywriter, not to people who just want a free e-book. So, he asks a lot of questions about their copywriting needs and budget in his opt-in form.
Does It Get You Excited?
Your headlines (or email subject lines) exist to raise the reader’s curiosity and imply a benefit to them. That’s what gets them to click. But after they’ve clicked, the rest of the copy on your landing page or home page has to keep them reading, engaged, and encouraged to take action (opt-in, call you up, make a purchase, etc.).
Your offer has to be irresistible … even to you. Regardless if you wrote the copy or someone else did and it really excites you and makes you want the offer, it would probably excite others, too.
If you’re not getting opt-ins, it may just be that your offer is not exciting enough and needs to be reworded or rewritten.
Writing effective copy is an art and science anyone can learn about. There are plenty of good books out there about it and plenty of really good copywriting how-to articles on the MOBE website.