Home > Paid Traffic Sources > Mobile

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What are the reasons for LP clicks but no conversions? (8)

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A common theme in my campaigns to date has been a substantial number of LP visits and clicks, but no conversions occurring. I'm seeing banner CTRs of 2-3%, LP CTR of 30-50%, but very few conversions if any.

I'm trying to generate as many different reasons for this occurring so that I can make changes to my campaigns to try to overcome it.


Let's assume that the lander is for a mobile app install, that the banners and LP are compliant, and the CTA is "Download" or "Install" or something similar.

Reasons for failure to convert after clicking LP:

Long redirect to the offer, user closes tab
Solution: Check that the offer is not being rebrokered by the network

Issue with the network offer page
Solution: Split test offers at multiple networks so that if one goes down it doesn't kill the campaign

User reaches offer, but decides not to download
Solution: Improve angles / creatives or change offer so that user intent is higher by the time they hit the offer page

Bot traffic
Solution: Run tests on the traffic source and implement blacklists for known bad placements

Issue with campaign set up or conversion tracking configuration
Solution: Check campaign click flow and fire a test conversion

Kids playing on their parent's devices and clicking everything that pops up, but unable to download apps from Google Play
Solution: Strangle children


What other reasons have I missed?

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I know people hate doing this with installs but I love to do it, as if any of the reasons above occur, you are able to re-attempt the conversion.

Instead of JUST having the offer redirect, I have an email list builder prior to redirection. For example:

- CREATIVE
- LP with explanation: Please enter a valid email address to download this application for free, if the download fails for any reason, please check your email for the download link
- Redirect to Google/IOS download page
- Conversion
OR
- Did not convert for any reason above
- Auto responder email forwards the offer link in email as soon as it's entered
- User either checks email and installs / Finds email at a later date and re-attempts download / You manually bulk email users with the same offer link or a new download link for alternate offer

Some networks dislike this but it tends to work for gaming installs when I try it, and at a later date target similar offers to these users.

Note: You can lower your conversion rate and get a lot of people clicking off but you have more value if it works well

bit off topic but just giving my two cents

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My thoughts:

-offer sucks
many offers are crap and/or have a bad conversion path. pick wisely and test.

-wrong expectations
tell them what they get & exactly what they have to do once they click away from your LP, connect your angle seamlessly to the offer, especially if it's bait&switch type of marketing

-deceptive advertising
if you use too much hype and bold promises without proof, people click through just to see what you are trying to sell. curiosity, no intent. a lot of new marketers think people are stupid and don't know that you're trying to sell them something. To quote the big daddy of ads: "the customer is not a moron, she's your wife".

The "I'm bored. Entertain me." factor is especially big online.

-offer saturation
change offer/list/traffic source

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Are your numbers statistically significant?

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You've got a very good list of potential reasons there. Here are a few more to consider:

Offer conversion tracking is broken. It's worth signing up for the offer yourself to check if the conversion comes through, and at what point it does.

Offer conversion funnel is hilariously terrible. And this is another reason to sign up yourself. If the offer conversion funnel requires a 20-page form filled out, full tax details, and pictures of your family unto the third generation before it converts, that's probably why it isn't converting. (I exaggerate. But not much.)

Offer requires a gigantic download. Primarily an issue in gaming. Do check if you're trying to get your users to download 5.7Gb of game on a carrier connection

Offer is hosted on a Raspberry Pi powered by a hamster wheel. And the hamster's asleep.. Or to put it another way, the offer loads really, really slowly. Test loading speeds from your target geo before running an offer. That'll also solve a related problem, which is that the offer doesn't load at all from your target geo If you start seeing conversions but only at certain times, it's also worth testing if the offer gets really, really slow at specific times of day.

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It bothers me that I don't have a clear answer for that. Time to go back and crunch the numbers properly. I've been following caurmen's Main Course cookbook so far, and have been spending $10-15 per campaign (payouts < $0.50) before pausing them (at -90 to 100% ROI) so I feel like they're significant, but don't have a solid answer.

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Many reasons. Here are the ones that jump to mind

1. Horrible offer. That's why whenever you launch, you should try to rotate in offers immediately.

When it comes to offers I never look at the landing page or care what it looks like. I just want to do, are other guys making it work? When I split test I jsut look at the $$$ and let the numbers speak.

2. Shit traffic source. This is broad...maybe the offer takes a certain carrier and your traffic source is not sending the right type of traffic.

3. Horrible angle. What the audience is expecting from your ads, and what you're giving them are different.

This is why I love affiliate marketing. There's no right answer and you have to be a problem solve to reach big success in this industry. Take some of the great clues everyone gave you in this thread, and start investigating.

- Ngo

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Obviously it varies by market/traffic source/lp, but I'd be curious to hear what your avg cost per opt in email (or a range) is on mobile?

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Home > Paid Traffic Sources > Mobile