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Why these landing pages got really low CTRs? (18)

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Hi,

I launched a campaign 2 weeks ago and it did terribly bad. This is the information.

Offer: AliExpress (App Install)
GEO: ES
Traffic Sources: PopAds, PopCash and PopMyAds
CTRs: 1.52%, 1.56% and 0.41%

As you can see PopAds and PopCash were getting a similar CTR, but PopMyAds did really bad. I wonder if they have lots of bot traffic. They are the cheapest one so I wouldn't be surprised about that.

But overall I was expecting much more in terms of CTR. My bet is that the angles were not really strong or that the app is already really famous in Spain and a lot of people already have installed it.

These were my landing pages:

LP1



LP2



LP3



The best performing one in terms of CTR was the third one.

So my question are:

- How can I improve the CTR? Better Angles?
- What's the typical CTR for eCommerce App Installs on Pop Traffic (Mobile)?

Thanks

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HEy man , I don t understand anything in spanish , but when I see the picture of your product in third one, I surely don't wanna get those sunglasses even if I m paid to get them :-), also why you put bold text for "hoy usuarios" and "hoy quedan" with big font and smaller for the Countdown just underneath, to me it s kinda important and it s hidden between two big title. I don t know about average CTR tho, you might have to ask somebody with more experience in pop than me, but I am pretty sure they ll answer ( depends on the offer :-) ) .

Ok I quickly add this:
1st ad , too much txt, no bold txt, clearly don t wanna read
2nd ad, better but CTA color is the same as Apps header, I d rather go for a bigger Red, blue or else. Andbold the countdown underneath button to test

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I don't know if this is the case for you, but I'm running at -50% to break even ish up and down on PopAds with REALLY low ctrs like the ones you are getting. I use Adsbridge for tracking. Looking at ROI it looks just fine, so I don't know if it's just that the clicks literally aren't registering. Don't know what's either, or if there is something wrong at all! CTR is extremely low but click2conversion is quite quite high.

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Here's something I'd definitely recommend testing: less text, larger.

You've got quite a lot of quite small text on those landers. That'll lose a lot of readers pretty quickly. Try increasing the text size and implementing some other typographical tips - I just wrote about typography over at http://stmforum.com/forum/showthread...D-Your-Damn-Ad - and reducing the words to the absolute minimum, then re-testing.

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Hi ironbull,

I do understand the text however as caurmen mentions, its a lot of text... and...

For example, the second angle some of the words " atención", "causando perdidas"... might give a different "vibe" then the one you were aiming for, more of a "caution" then "hey the app is kicking amazons ass" xD

Also an example, lately the concept of "barato" has a stigma of "me estás vendiendo la moto" xD ... and "reclamar", though its completely the right wording gramatically, might also have a second "negative" feel to it... "reclama una deuda, reclamar una estafa" ...

I mean, as always this is a completely personal opinion, Im not studied on applied psychology for advertising, however its just my view as a user and marketer.

Have a good week and lots of luck on the future angles

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Regarding the design of it all, others have already covered it.

You can try split testing these with a lot less text - say just icon + headline + big fancy CTA etc.

You could also try some color variations. For example having a (mostly) plain wall of text on a white background on my mobile sounds like a "no-read" to me, quite boring, especially if it's an ad. Maybe you could try some fun color schemes - e.g. an orange, green or just black background with bright/white text. Perhaps some more animated elements.

Or it could be that this offer is just pretty popular, seen it on a lot of networks.

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I appreciate your words and your tips

Why do you think the picture of the third LP is not a good one? What would you use instead? That was the one performing better actually.

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That's a really good recommendation. In my mind I was thinking about using a longer copy to convince the user and give them a reason to convert (install the app). I was trying to use the approach a lot of people were using for Vouchers/Sweeps but for App Installs (eCommerce). I'll try to use a smaller copy next time and thanks for that post, it really adds value.

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Thanks Marina for your tips! As you are Spanish that's an advantage for you to rate my LPs. It makes sense what you mention about the wording. I was trying to translate some English angles and I used the inappropriate translation. I am already talking with Rocio (KIMIA) to start working with you guys.

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Something that magnify your offer, I don t know a nice girl with those kind of sunglasses, those sungl on a beach , with a cocktail , make it more sexy , on your offer they look like the cheap sunglasses you would buy for $1 in the shop next to the beach along with the solar protection cream you forgot again at home !

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Do you think that type of image would perform better? I don't see it as legit as a stock photo of a pair of glasses but this is all based on assumptions. The best way is to try it out and spend some money.

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@ironbull - yes, definitely try the hot girl image. It might work, it might not, but attractive people are always worth testing in ad photos.

(Try a hot guy pic too.)

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And a Hot dog ( ok I am out...)

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Happy to help

There was a good thread recently about the differences in meaning between british-english and american-english, it was useful and funny at the same time... http://stmforum.com/forum/showthread...light=american

For direct translations there are similar issues, the translation doesn't necessarily have to be incorrect xD but the wording can have several "meanings" behind it :P

AND! Im very happy to know you are starting to work with us @ Kimia... with Rocio you are in the best of hands and Im sure she will be happy to help you should you have any similar "lingüistical doubts" In any case should you need anything in the future, Im always available by skype: mlopezarranz

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@herefornow - You might be joking, but given these are sunglasses... Yeah, I'd give the "pets wearing sunglasses" images a go too.

There's an entire angle in something like this:

http://dogswearingglasses.tumblr.com/

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Haha Caurmen, yeah think you are right , a lot of people would click to a pic with a dog wearing sunglasses on a beach or so !

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That's something that will shock people right away definitely.

My concern is that showing that kind of photos won't give trust to the users and definitely it's something AliExpress (as a company) won't do.

If I see that kind of photo I'll think...are you kidding me? what type of joke is this? with 0 trust on the landing page.

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@ironbull - The designer brand Diesel used exactly this angle for a campaign a while ago - http://www.adweek.com/news/advertisi...glasses-140870 .

Test it and see!

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