First Mobile Campaign Ever (4)
Hey guys,
I just started my first campaign ever in Decisive promoting a mobile sweepstakes offer from F5 Media. In two days I've sent more than 2,000 clicks to the offer and have had exactly one conversion, which isn't what I expected. The stats of the offer show it has close to a 25% CR and $0.19 EPC, so I know other people are making money, I just don't know why my traffic isn't converting.
Okay, so here are my stats:
In general, the banners are pretty direct in that they say the user can get a 2000 zl coupon by clicking it.
As of right now my campaigns are paused because I figured the conversion rate is at most 0.2% with 95% confidence, which won't make any money for me any time soon.
My hypotheses regarding why the traffic isn't converting are:
- My banners are somehow setting the wrong expectations to the users.
- Users do not want to fill out the form on their mobile phones.
- The offer sucks
Looking at the offer's global stats from the network, I think the third hypothesis isn't true. So it probably means something in my campaign isn't right.
Could you give me some suggestions?
Thanks!
What exactly does the user have to do to qualify? How hard is it and how much time/effort does it take?
Have you checked the funnel yourself to understand this?
If they have to fill out a long form, chances are you are going to have to use a lander and warm up the traffic.
Think about it - what would you do if someone on the street said "free ice cream, get your free ice cream just grab this piece of paper!". Then they hand you a piece of paper and it has 8 form boxes to fill -- and you don't even have a pen!
If there was a rubbish bin nearby you would probably throw it in it.
When you see a network CVR of 25% on sweeps... chances are the people sending volume are running some very good, well-tested landers.
25% on sweeps doesn't happen by magic.
Wow, you're absolutely right. The offer asks for many details after submitting the first page. I thought only name, e-mail, and birth date were required. In the future I'll make sure I try the whole funnel.
Would you recommend I test landers or just switch to an easier (for the user) offer?
Try pre-selling with a lander but on a limited test budget, don't send another 2000 clicks in.
In the end a long form is a long form, and users don't often want to fill these out on mobile devices.
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