Snip ads

I recently hired a designer to redo the awful-looking Snip website. My plan was to put up the new site, then point an AdWords campaign at it. In true Jason fashion, I got impatient and spun up an AdWords campaign earlier this month even though the new design wasn’t ready yet. While I was at it, I figured I might as well spin up a PPC campaign on Capterra as well. Also in true Jason fashion, I have yet to set up proper conversion tracking for either of my two campaigns.

Anyway, in the time since I’ve spun up my PPC campaigns, I’ve gotten three trial sign-ups. For a few months, for whatever reason, I’ve gotten almost no sign-ups at all. So even though I don’t have conversion tracking set up yet, it seems pretty safe to attribute those sign-ups to the PPC campaigns. Feeling irresponsible about the no-tracking thing, I created a spreadsheet with all my 8 or 9 funnel steps and the conversion rate at each step. So far I only know the conversion rate for the first two steps, but at least I’ve identified exactly what work I need to do. Part of the barrier to getting this stuff set up correctly is just figuring out what the heck it is I need to do.

Out of my three signer-uppers, 100% of them completed the two steps in my new “setup wizard”, meaning they all provided a) their salon name and b) their stylists’ names. My hypothesis was that if I provided a sequential set of steps to follow, people would comply. That hypothesis seems to be correct. It also seems that once the steps stop, engagement stops. So what I think I need to do is keep feeding the prospect with steps of increasing levels of commitment. One of the steps should probably be “Would you like someone to call you to help you get started with your free trial? If so, what’s your phone number?” or something like that. And no matter how many steps the prospect completes, I should probably have a red banner at the top that says, “For free help getting started, call 1-800-whatever”.

Anyway, what I wanted to say in this blog post is that a thought occurred to me today. That thought was that it probably wouldn’t be terribly unreasonable for me to pour as much money into advertising as I can afford in order to get a batch of “seed” users, even if I’m acquiring those users at a rate that isn’t quite profitable. But in order for that move not to be TOTALLY crazy, I’d want to be pretty confident that my funnel will convert at a rate that registers above “devastatingly low”. So I guess I’d want to do a few of the things I KNOW I need to do to my funnel before paying for traffic to send to it, like the website redesign, and the couple extra setup wizard steps. I don’t think the absence of those things necessarily means I should shut off the PPC campaigns right now, though. There’s a danger in waiting until my funnel is “perfect” before paying to send traffic to it. I’ll keep the spend limits where they are now until at least after the website redesign.

One thought on “Snip ads

  1. Uzo

    Very good insight.

    Maybe people aren’t really searching hard for salon management tools, but will check out the ones that they stumble upon while they’re surfing the net?

    I hardly ever (probably never) search for new JavaScript libraries or node packages, but I’ll check out the ones that show up along my internet path: the odd newsletter I’ve signed up for, blogs I follow, projects I’ve checked out etc. I may leave the tab open indefinitely but once I close it, I’m gone.

    If the behavior is accurate regardless of what is being pushed, it seems like the formula is bringing it to people and making the barrier of entry ridiculously low. Easy to start, keep them in the loop and help their engagement along.

    If this hypothesis is true, what about a sign-up process that gets their salon name and their stylists name with at least one contact detail (email, phone) that automatically sends them an invite to Snip?

    If the salon owner drops the ball on Snip, the stylist is likely to give then a small reminder in the form of a question about this invite they just got. And if both drop the ball, they’re likely to get a reminder in the form of the one (or few) customers they rendered into Snip for a reminder getting an email / text to confirm their appointment 48, 24, 12, 6 and 3 hours before their appointment with a simple reply (which by default notifies the stylist / owner the appointment has been confirmed).


Leave a Reply

Your email address will not be published. Required fields are marked *