Tips & Discussion: Why These Lander Angles Didn't Work (9)
So I thought it would be a cool idea to open a discussion to get input from the more experienced STM'ers and contribution from everyone to help some of us learn more about angles. There's quite a bit of material on the forum about angles and I've studied most of it but for me.. as I'm sure others can relate.. the real, practical, visual examples go a long way in helping me learn and understand.
What I propose is that STM'ers contribute a screenshot of 1-2 landers that absolutely DID NOT work but instead, they failed miserably in their tests. This will allow all of us to pick apart what didn't work, hear thoughts about why it didn't or ways it could be improved... or just to get a laugh at some of the weird angles that were put together. If you want to provide the thought process behind your angle idea, that's great as well. Feedback, tips and suggestions can be contributed by everyone. The goal of this would be to practice and refine our magic angle making machine... aka our creativity and give it some exercise.
I'm constantly trying new angles and there are times I try to be even more creative than than usual, looking for that diamond in the rough. I'm tired of drowning in the same ol' angles like "You've been selected as todays winner" and "You have a virus" and like to break the norm whenever applicable... but I admit that I mostly test the popular angles and themes.
I'll get things kicked off...
Some of my angle ideas and tests...
So I was trying my best to capitalize on the buzz surrounding the Olympics in Brazil this year. I thought up lots of ideas but take a look below at two angles that I came up with.
TIP* - I went to www.upwork.com, which I use all the time for finding freelancers and translators, and interviewed a translator that lived in Brazil with the 'intentions' of providing him work. Of course, I did provide him some work but the doesn't have to be the case. I quizzed him for 10-15 minutes asking a few questions and a couple follow up questions based on his feedback. What I was looking for was topics that resonated strongly with citizens that lived in Brazil.
Here are two angles that were very strong topics that Brazilians were passionate about based on my translators feedback...
First angle... a really passionate topic that EVERYONE in Brazil was strongly in support of, was the impeachment of their President due to her unfavorable leadership practices and otherwise. He stressed strongly that this was a key topic that everyone was talking about and the strong majority of Brazil was in support of her impeachment. I tailored the questions to the angle.
Second angle... locals were very concerned about the safety surrounding the Olympics due to the potential for a large scale terrorist attack. From the translators feedback, the buzz wasn't limited to the safety of toursits but also local citizens. So I wanted to test just how responsive and broad this topic was with mobile pops. I tailored the questions to the angle.
Here are the Results from the landers above:
Third angle... a recent test I conducted was on the 9Apps apk download. I've tried about 10 different angles but here is one with a wacky picture. Pretty self explainatory.
And the results...
There we go, some of my cards are on the table. Let's make this interesting!
Andrew
I like this idea!
I think we need to better under what you mean by "didn't work" however. Was CTR low, CVR low? CTR high, CVR low?
Nice idea for a thread!
My thoughts...
Overall the success of an angle weighs heavily on the offer, the traffic source and how you target.
Your Brazilian landers have a decent CTR of 15%. I would expect you would get more than 3 conversions from 6000 clicks. I feel like your offer has let you down here (I assume it's some sort of sweeptstake/iphone giveaway). Either way there is a big disconnect between the lander topic and the prize/offer you are promoting at the end. You are getting people engaged with fear and anger. Those two emotions typically don't motivate someone to go through a sweepstakes funnel compared to triggering someone with joy and surprise emotions (spin the wheel game, or quiz style landers).
Regarding the 9Apps lander, I definitely think your angle let you down here (4% CTR).
"Download this app in order to watch free funny videos" isn't much of a hook when any one can watch free videos without doing a thing.
I would start by look at the 9apps popular downloads for angle ideas.
With that being said typically APK offers work best with a lander that auto redirects, so it acts more as a loading page than anything.
Great idea for a topic btw!
Originally Posted by cmdeal
Thanks for the feedback. I'm not sure how to steer the "didn't work" specifics, I'm open to assistance in establishing that area of the discussion.
In my sweepstake examples, the CTR and CVR were very low in comparison to other more popular sweepstakes tests I've conducted. That partially is because in these tests I did not use the back button script.
As for the 9Apps offer, this was something totally random I was trying and have no benchmark on this approach.
I think overall I'm looking for more input on why these angles didn't resonate well with the audience or ways to improve/create more angles that do resonate well to a larger audience. One of my personal challenges (and something I'm trying to improve) is how to come up with more angles that fit a broad audience.
Comparing this performance to a popular sweepstakes angle the results are very very far apart... and I thought the topics would have a least a little more momentum than they did - haha.
Andrew
My experience is that you should always let the data decide, since that is ultimately what matters.
I think some initial hypotheses would be
1) Generally for these polls, non political questions should be tested along with political ones. Political questions can be divisive whereas questions about celebrities for example are much less so.
2. I am not sure most local Brazilians were worried to much about this, just like most locals in San Francisco don't worry every day about earthquakes.
3. This photo is just creepy.
These are just hypotheses and need to be treated to see if they hold or not!
Originally Posted by Mr Green
Really appreciate the feedback MrGreen. I definitely see what you mean about the wrong emotion for the sweepstake offer and when I ran this test I was still unclear of certain benchmark metrics. I agree that the offer may have dampened the potential for these landers and I had only tested the 1 offer at the time.
As for the thought process to the angle, laying aside that it's the wrong emotional approach, but would you say this type of angle is broad enough to work on pops albeit GEO specific.. or do I need to think even more broad?
As for the 9Apps, I did have a gander through the popular section and tested various styles and types of app offer angles.. I do have more ideas to test though.
See, I already learned something with this thread! Thanks and I hope others join in and find it useful. Feel free to share some wacky angle tests of your own :P
Andrew
^^ I wish I had a vault of all my split tests I know I have had some crazy ideas that I launched!
The ones that I remember are documented in case studies I've posted on STM, there are also a few on my old blog mrgreen.am
These days I'm less involved in the creative process sadly!
Originally Posted by cmdeal
Thanks for the feedback cmdeal!
I agree with all of your points. It's crazy how my thought process for angles has evolved even over the last 1-2 months. I started testing sweeps angles a couple months ago, then types of angles I've test up until a month ago mostly apply to the utility apps and here lately I've been testing a variety of verticals and what I've started to do is take a popular angle and test just a slight variation of it.
For example.. one angle that I test and did ok (but not the best) was "Your Snapchat photo's have been hacked." with a "virus is sharing your photos with all your contacts".... Obviously that appeals more to the countries that heavily use Snapchat.
Totally agree that angle #3 is a creeper haha
Maybe you and MrGreen would be open to sharing one of your more successful angles that is no longer in use?
Andrew
Another nice thread by MrPayne!
I agree with Mr G - I think it's the offers and not just your lander angles.
In fact, it may not be your lander angles at all that caused the bad performance. I really like your approach of interviewing a local to get an idea on what's trending. I did something similar by doing a search on Google Trends etc. An example was when I was testing AU sweeps a couple years back, when Fast and Furious 7 was all the rage. So I tailored my lander questions to this topic - and it ended up blowing all of my other landers out of the water.
(R.I.P. Mr. Walker!)
This approach also reminds me of how IAmAttila promotes sweeps on FB by tailoring ad angles to various demographics. (Warning to members reading this: Running sweeps on FB can get your account banned - make sure you know what you're doing before going that route.)
Thanks for starting this discussion - which enticed Mr G and cmdeal to share their valuable ideas as well!
Amy
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