I posted the other day about how I’m experiencing some welcome and overdue-feeling success with a PPC campaign and a landing page. My landing page, for which the CTA was “view free demo”, was converting at about 20%.
Although the landing page was doing great, I hadn’t really planned what should happen to the prospect after he or she opts into the demo. The next step was to sign up for a free trial, but the conversion rate seemed really low.
On Saturday (June 13th) I put up another page after the demo squeeze page. The copy is relatively long and so is the form. This move was inspired by the following:
- In 80/20 Sales and Marketing, Perry Marshall says that sales is a disqualification process
- In The Ultimate Sales Letter, Dan Kennedy says something like “Who reads long copy? The ones who buy!”
- I watched a @CasJam video on YouTube where he said he used a longer order form for Restaurant Engine because he wanted only serious prospects to come through (or something like that).
The significant thing about the longer form is that the prospect is inviting me to call him or her on the phone. They’re saying “I want you to call me.” This is different from before where I would google the salon name and try to get a hold of the place, perhaps creepily.
I put the longer form up on Saturday and I frankly didn’t expect to see anything happen for quite a while with it. To my surprise, I found on Monday that somebody had filled the form out. Somebody wanted me to call her! Then, today, I discovered that another person had already filled out the “call me” form. I’m in fact two for two: exactly two people have filled out the “view demo” form, and those same two people also filled out the “call me” form.
So I’ve established the following:
- I can buy traffic on Capterra. For $500/mo I can get about 5-10 visitors a day. I know this for a fact.
- For this price, I can get roughly one person a day to complete the “view demo” step of my funnel. I know this for a fact.
- A certain percentage of the demo-viewers will invite me to call them. I know this for a fact, although I don’t know the percentage or volume yet.
- A certain percentage of the people who invite me to call them will begin a trial and eventually become customers. This is an assumption, but a very safe one. Others before have found me online and eventually become customers, just not through this exact funnel yet.
I’m not sure what the point of this post was. I guess I want to share my excitement, which might be encouraging for others and maybe even educational. As always, any thoughts are welcome. (I know my website sucks. My sales funnel operates independently of the main site, which I’m in the process of re-doing.)