Day 206: Time to start turning website visitors into customers

“If you want to be successful, find someone who has achieved the results you want and copy what they do and you’ll achieve the same results.” – Tony Robbins

Inspired by the rather surprising results of my latest Google Adwords campaign, I was feeling confident about the slight change in direction toward bodybuilding meal plans.

I’d found an audience now it was time to learn how to turn website visitors into customers – and how better to learn than to copy the professionals?

I started by simply taking notice of advertisements for online marketing advice that I was being served up in my Facebook feed and signing up to any mailing lists. From there, I’d observe the techniques that people were using to try to turn a subscriber (me) into a paying customer – from automated email series to free webinars.

After several weeks of immersive research, I soon realised that people who claimed to have made millions from selling online were teaching very similar methods. So similar that it would be fair to say that there are tried and tested methods that can be copied almost to the letter. That was my theory at least.

From my research, I took away two notable points (yet to be tested). These were:

  1. “Outbound” marketing, which focusses on reaching out to potential customers, often through paid advertising, and can provide a more time-efficient method for reaching your audience than other methods.
  2. People often want to buy but need convincing that you’re the right person to buy from. This means considering the entire sales funnel as a process and offering your product or service at the right time, not too early and not too late.

Furthermore, I discovered there are step by step guides to creating sales funnels available online for free, such as this one from Crazy Eye Marketing.

So, how did I apply this?

Logically it made sense to start at the beginning of the sales funnel. This meant creating an outbound marketing campaign to attract people and a “squeeze” page to obtain their contact details, which could be used to try to convert them to a paying customer.

1. Outbound marketing campaign (time to create = 2 hours)

For the outbound marketing campaign, I stuck with Google Adwords. I had recently run a fairly successful campaign using this tool so there seemed no reason to change.

Using Moz’s keyword explorer tool, I created a keyword list of about 15 terms related to bodybuilding meal plans, equating to 25-40k monthly searches via Google in the UK and with low to medium competition.

Next, I determined the suggested bid for each of these terms using Google’s keyword planner tool (this can also be used as a free alternative to Moz’s tool for keyword research). Finishing the marketing campaign, I created a new Google Adwords campaign along with four adverts for each keyword.

Bodybuildingmealplans.co.uk advert
One of the Google adverts

2. Squeeze page + giveaway (time to create = 3 hours)

Next up was the squeeze page to obtain people’s contact details. To start, I created a simple information product titled “11-step cheat sheet to easier meal planning”, which could be given away for free in return for people’s contact details and to help build credibility. It was stored it in a Google Drive folder with link sharing enabled so people could download it in future.

Next, I created a squeeze page using a simple template on Instapage. I tested two variations of this page, the one below and another with a blurred image of the cheat sheet instead of the bullet points. On both variations of the page was a drop down list allowing the user to submit what they were most interested in, be it diet & nutrition advice or having someone do everything for them. This is potentially a valuable source of information to tailor future adverts and products.

Bodybuildingmealplans.co.uk squeeze page.PNG
The bodybuilding meal plans “squeeze” page

3. Automated email (time to create = 30 minutes)

Lastly, I created an automated email using MailChimp. When someone entered their details on the squeeze page and hit “GET MY COPY”, they’d receive the following email, including a link to download the PDF cheat sheet.

Bodybuildingmealplans.co.uk email
The automated email

To kick-off the campaign, I configured the Google Adwords campaign with a budget of £20.00 per day and set it to run for five days. I then sat back and waited for the results.

How did it do?

Across the five-day campaign, the adverts were seen over 3000 times and clicked over 300 times, giving a click-through rate of over 10%. Pretty good.

When on the page, almost 70 people decided to submit their first name and email address in return for the free meal planning cheat sheet. That’s a sign-up rate of over 20%. Also pretty good.

Effectively it costs around £1.50 to generate a lead. In theory, a portion of these people may be turned into paying customers further down the line. Plus, Google Analytics and Adwords provided a plethora of data to help refine the campaign and bring down the cost per click and cost per sign-up. An example, it works out to be roughly half the cost to acquire a lead on when the person is using a mobile device versus using a desktop or laptop. In future, I can simply choose to show the adverts to mobile users.

Bodybuildingmealplans.co.uk campaign results
An extract from Google Adwords, showing some of the campaign metrics

And finally, of the people that signed-up, 45.3% of people opened the automated email and 37.7% of people clicked the link to download the cheat sheet. This last figure is important as the cheat sheet serves to build credibility and thus increase the likelihood that the person will actually buy something in future.

Again, these numbers are pretty good but do have some room for improvement.

What’s next?

So far so good. With the first few steps of a sales funnel created, it was time to extend it to include a product and sales page that could be used to (hopefully) start generating some income!

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