It’s been a while since I’ve had much of a “win” with Snip but I’ve recently had a pretty good small win.
As I’ve previously mentioned, I started a couple PPC campaigns: one with AdWords and one with something called Capterra. I had originally just pointed both campaigns to Snip’s homepage. This is in violation of what I understand to be best PPC practices. I’m not super sure why I did it that way. I guess just because I didn’t have a landing page yet, and I kind of just plain forgot about that rule too.
So last week I built what I think is a halfway-decent landing page (which I won’t link to here right now because I don’t want to dilute my conversion rate). The call to action is “Get Free Demo”. I pointed both my PPC campaigns at the new landing page on Monday. The same day, I got a demo requester. The next day I got another one. Today I got another one for a total of 3 in 3 days. I’ve had 15 visits to the landing page in the last 3 days, so that’s a 20% conversion rate so far. I realize that that’s a really small sample size. Over time I don’t necessarily expect the conversion rate to stay that good. I’ll be interested to see.
I understand from history that I can expect at least 5 PPC clicks per day. That’s of course about 150 clicks per month. I don’t know statistics math, and I can go find this out, but I would imagine that 150 clicks is an okay number to go off of when measuring a conversion rate, at least for a first pass of getting a feel for how I’m doing. So I’m guessing that after a month passes I can know, at least kind of, whether the landing page is converting sufficiently acceptably to move to the next step of the funnel or if it needs further optimization.
The number I think I’ll decide as an acceptable conversion rate is 10%. So if by a month from now my conversion rate is >= 10%, I think I can safely say see you later to that step of the funnel for now and focus on the next step.
Of course, I don’t need to just sit and twiddle my thumbs while the PPC campaigns are going. Right now the “Get Free Demo” opt-in doesn’t actually do anything. I have to follow up via email. I think instead, I’ll redirect them to a demo video. Below the demo video will be a button that says “Start 30-Day Free Trial” or something like that. I don’t expect that that would be very much work, and it would be interesting to see how well that step of the funnel converts.