PPV Campaign for Lead Capture and Back-end Offers (32)
Hey everyone,
This is my first Follow Along campaign here. My goal is to capture leads, send an offer immediately via email, and redirect visitor to a confirmation page containing three different offers.
Target
Women, 25-44, With Kids
Selected sites where this traffic visits based on info from Quantcast
Front-end Offer
$1000 Target Gift Card
Confirmation Page Offers
Visa Gift Card
iPad
Wal-Mart
All of these offers are Email/Zip Submits.
Budget
$5 / day
Tracking
CPVLab
I'll post daily updates showing stats and adjustments I plan to make.
Your feedback is definitely appreciated!
Wanted to share my lander as well.
Let me know what you think!
Day 2 Update
Got a bunch of traffic quickly without any subscription conversions:
Going to update the lander to mention the site the visitor came from and add "Congratulations!" messaging.
Any other updates I should test at this time?
Here's the revised lander:
give a reason why there's only 10 left
You running this on trafficvance or leadimpact?
@delaforet Thx, I'll include a reason in the next revision.
@nissangtr Running this on LeadImpact. Haven't set up a TrafficVance account because I need a referral. Know where I can find one?
Day 3 Update
Same thing happened with the traffic yesterday. Plenty of views, but no subscriber conversions.
I've updated the lander to be a different style -> clear offer and call to action, no branding. Changed the call to action to a "are you qualified?" angle.
Here's the revised lander:
Let me know, if you have any other feedback.
Day 4 Update
Good news! Got 4 subscribers yesterday at the cost of $9.86. Subscription rate is still really low, but at least, the lander is converting.
Here are the latest stats for yesterday:
Subscriptions only came from 3 sources so I'm going to focus on that traffic only for today.
Nothing happened yet on the Thank You page offers so I will look at that more closely.
Tomorrow, I will email the subscribers the same Target gift card offer again.
Think anything else can be done with the lander to improve subscription rate?
Just a heads up when trying something like this - offer urls and email jump links (aweber, constantcontact, getresponse, etc) are among the most competitive sources on ppv networks. *USUALLY* TV and LI won't pop over an offer url that you link out to if they have just popped your page, although it does happen sometimes. When you do an optin on a frontend like this, and then later email out an offer, the odds of the user getting popped from email -> network -> offer is really high, seeing as there has been a break since the last pop and the bids on the jump links are so high. Not to say this won't work for you, but just something to keep in mind when trying to re-engage toolbar users. I noticed epcs drop significantly when doing this compared to just linking from my initial popped page. ymmv though
Day 5 Update
Focused all efforts on just one traffic source and got some subscribers!
Unfortunately, no conversions from the subscribers on the first offer.
BUT...
2 conversions from the landing page after successful subscriptions!
Today, the new subscribers will receive a reminder email about the first offer with links to take them directly to the offer page.
This campaign is not ready to scale because it's still costing more to obtain subscribers than revenue that is generated immediately. I'll need to see how the new subscribers convert when sending a reminder email.
For this process to really work, I'll need a higher value offer to promote to the email list.
What do you think a good offer would be for someone on a list who was interested in a Target gift card?
Also, any ideas on how to scale up traffic using the same traffic source? Target multiple URLs on the same site?
bro you might wanna split test direct linking first?
Any kind of coupon, daily deal, groupon offer. You could even mail them some physical product stuff (Amazon) etc.
i'd be split testing the fuck out of different pages.... plus... test optin vs no optin (just click to the offer).
you might be SHOCKED by the difference in conversions...
@joejoechen and @dconstrukt - Thanks for the split testing idea for the direct linking. Totally overlooked that so I'm going to give it a shot today.
@jimcrim - Where's a good source for quality coupon and daily offers?
just saying it because we had a signup page before the cart.... it was killing conversions, when we tested it with just a click to cart, it jumped from 11% to 26%. thats around 2.3x as many sales.
Day 6 Update
Yesterday was pretty interesting.
Got 4 more subscribers onto the list with an avg. CPSUB at $1.87. No conversions directly from these subscribers though.
Then, on the backend offer, got 2 conversions! So got some revenue there.
Finally, I sent a broadcast to the list promoting the initial offer, and got a conversion there.
Data is a little screwed up. Basically, sent 12 emails and got 1 conversion.
I also tested direct linking and nothing happened there at all.
Now, I'm thinking of doing some more split testing with the lander to see if I can improve the subscription rate.
I really want to capture leads here because I think the traffic is receptive to offers sent via email.
What do you think about testing other PPV traffic?
Are you pre-populating the email field on the offer page or just asking them to write their email address again ?
If you want to do split testing you'll need much more traffic to get solid results. Maybe user testing could help in this case
@dario Not pre-populating the offer page with email address. Is that possible with CPA landers from the networks?
@delaforet How much traffic do you recommend for split testing? Also, what do you mean exactly by user testing?
Thanks for the feedback!
Day 7 Update
I missed the update from yesterday so here it is.
I changed the lander to test different colors and messages. The two landers I tested are:
First Lander
Second Lander
Both resulted in zero new subscribers while the original lander resulted in 2 more subscribers.
I'm going to try some variations on the original lander now.
Day 8 Update
Was traveling so didn't get a chance to make any changes to the campaign.
Looking at the subscriber data and the conversion data for the follow-up offer, it appears to cluster around 9-12pm and 5-8pm.
I'm going to try some day parting as well as adjusting the original lander to test.
Originally Posted by drlelong
There's a disconnect between the colors. I think you're losing them because there are no clues this is really for a Target card and not a scam.
Use the red background and the bulls-eye logo. The color and the logo give proof and legitimacy, and builds trust.
There's another problem - You say "You qualify..." Why do they qualify? How did they qualify? I think they need a legitimate reason why they qualified for a free gift card and give you their email address. Personally, I'd shut the window on this one.
In the book Influence, the author found that the most convincing word to use to justify any action/behavior is "because". People need a reason. It doesn't even have to be good or plausible reason. Throw in a "because" with some reason - you're the 10th visitor, you use a Mac, the weather is sunny, the sky is blue, the Jets finally won a game, whatever.
Just say "because" and give a reason.
The author says "because" sort of short-circuits the brain because of our training as kids. We asked our parents for answers, and they eventually gave up and used "because I said so" to get us to shut up. Over time, "because" became a cue to shut-up and just accept whatever answer came after it... It still works on us adults.
Heck, test underlining/not-underlining "because" and see if there's a difference.
Black Friday and Christmas are coming up - work on that angle by showing them how they could get an extra $1,000 to go Christmas shopping with.
Day 9 Update
I made a few changes with day parting, but didn't get a chance to update the lander. No subscribers today.
Day 10 Update
Day parting has worked to reduce my cost per subscriber a bit. Still didn't get a change to update the lander. Will do that today.
Got 3 subscribers yesterday, but no offer conversions.
Will send a mailing today to recent subscribers to promote the offers again.
Day 11 Update
Urgh. Got jammed up with another so didn't get to make the changes I wanted to.
Dayparting looks like it may have helped reduce CPSUB, but no conversions happening on the front-end.
Day 12 Update
Didn't get any changes in. Stats were basically the same as Day 10.
Day 13 Update
I changed the lander up a bit to adjust the messaging.
Here's one lander:
Here's the other lander:
Only difference is removing the instruction line.
These landers don't seem to be as effective. Got 3 subs, but subscription rate decreased to 0.72% and CPSUB increased to $2.13.
I'm going to make some more visual changes to the lander and adjust the angle a bit to focus on the holiday season.
dont think you're giving the visitor enough info to make them WANT what you're offering.
you're asking for an email but not telling the user what its for.
it just seems like a big disconnect...
Day 14 Update
Pretty steady again with 3 subscribers. Subscription rate increased to 1.35% and CPSUB decreased to $1.12.
From the 3 landers, the original worked the best with the "Get a $1000 Target Gift Card" message.
I think I need to keep going down that path and see what I can do to increase subscriptions.
On the following page with the multiple offers, there were 3 conversions so that continues to work well when the right people show up.
Now, just need to figure out how to get more people through the lander.
UPDATE
I was traveling last weekend and haven't done too much with the campaign. Then, Sandy blew threw and knocked out my power. And finally, the offer's been pulled so I'm going to put this on pause for now.
Thanks for the great tips everyone.
Definitely spent way more than I made, but I was able to build a list of 78 subscribers that I can keep working with.
I'll kick off another follow along campaign next week.
Originally Posted by scmtwells
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