Tuesday, April 28, 2009

Does automatic posting to blog work? - TRAFFIC BUILDING

It has been now close to a year since I started a campaign of automatic posts to blogs.

The idea is simple:
  • More posts
  • More activity on the site
  • Higher ranks in search engines
  • More content

I did that on multiple blogs, on the main site + satellite sites + blogs not hosted on domain name.

The challenge is to measure results.

here is what I discovered so far:

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Satellite sites:

  • getting-over-a-break-up.com - blog? YES - traffic to site 1482 visits in a year
  • breakupforwomen.com - blog? YES - traffic to site 800 visits
  • dealing-with-a-break-up.com - blog? YES - traffic to site 881 visits
  • breakupformen.com - blog? YES - traffic to site 3607 visits

now, sites with no blogs:

  • femalejealousy.com - 2180 visits
  • getting over your ex - 740 visits
  • how to deal with a breakup - 1056 visits
  • how to get over breakup.org - 965 visits
  • how to get over breakup.com - 566 visits
  • how to get over your ex.com - 1544 visits
  • jealousmen.com - 2420 visits
  • malejealousy.com - 5565 visits
  • vibreakup.com - 246 visits
  • vitalbreakup.com - 1800 visits

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Conclusion 1

except in one case, there was so traffic increase on the site because of the existence of the blog

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Conclusion 2

there is no significant difference in traffic between the sites with blogs and those without it. Same types of domain names - same type of content (100+ SEO optimized pages) (Blogs around 1000 posts each)

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Final conclusion:

The blogs created don't actually generate a significant amount of traffic to the site.

They don't justify the amount of effort put in creating them.

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another essential question:

these blogs contain lots of links to vitalcoaching.com + product pages.

so, it is possible still that all these links generate not direct traffic but search engine juice and interest for these pages - In other terms, these blogs could still be justified as a link building strategy.

Let's check that one out:

Blogs started around JUNE 2008

what happened to the traffic on main vitalcoaching.com/breakupformen.htm?

This is the page that was strongly promoted on these satellite blogs.

June and July 2008 - traffic steady

August 2008 - Intead of a traffic increase (which could be expected as an after effect of the new blogs) there was a drop in traffic to that page by around 50%!

While it is not proven that this is correlated with the blogs activity there was certainly no visible increase during that period.

However, from February 2009, there was a steady increase of traffic to that page.

So... At this stage, nothing is proven either way.

No idea if these blogs sustain the traffic to this breakupformen page or not.

--------------

Conclusion:

These satellite blogs don't seem to be a major source of success for either traffic to these pages or other pages.

It is difficult to guess though what would have happened if they had not been there at all.

Follow up on that strategy or drop it for now?

Another essential question I need and answer for

What to change? - How to publish content? - PAGE IMPACT

Now, that we have the basics of visitors behaviors and what they want, let's check what to do with this information.

In the past, i followed a few techniques:
  • SEO pages optimized for a specific search page
  • VIDEOS optimized for specific search querries
  • Blog posts - not too optimized
  • forum posts - not optimized
  • + more!

SEO pages were the most successful at driving traffic but the success rate has dropped down immensely and traffic to these pages has gone down significantly.

On top of that, the process to build, promote, maintain and update these SEO pages is time consuming + results are now relatively limited.

The ideal would be to use blog posts in the future - That's the most direct and easiest content building approach.

It is much more direct and easy than forum posts for instance.

What to do? which direction to go?

I need answers on that one!

Design elements - Page optimization - PAGE IMPACT

here is what we just discovered so far in terms of design:
  • Targeted content must be CENTRAL not on side bar
  • The easiest way to present this content is with a set of links + labels indicating the type of content
  • Limit distractions!
  • Navigation is there as a support, not as the major guide for visitors to find the targeted content
  • All the information needed must be in the anchor text available in one glimpse!
  • Visitors can be totally blind to Navigation + side bar videos + icons and totally miss key information if it is linked in these areas
  • Distracting visitors with information that is not directly relevant to their querry will turn them off!

Whaou!

Once it is written down, it is pretty obvious, right?

It is instinctual and this is how we function when we navigate the web searching for targeted answers.

The next question is:

How to implement that information

Did they REALLY leave because they did not find what they were looking for? - PAGE IMPACT

Well, let's test that theory again and see what happens:

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Successes

---------------

Sales pages

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Querry not answered

On these querries which all bounce back within seconds, visitors access a page which is close in topic to what they were looking for but not exactly. For instance:

---------------

Page mistakes

  • how to get a man to notice you - 100% but the actual essential video is on the side bar - the visitor probably missed it + there are a couple mistakes on the page + what is in the center of the page does NOT actually hit the chord and is too vague + It directs to forum post which can a while to get through

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So, here are the conclusions again:

  • 30% left the site because the specific querry they had was not answered
  • 30% left because they landed on a sales page and they did not want to buy + (of those 30% 15% + not answering the querry they had on top of that)
  • 20% left because of design elements that stopped them from finding the info that was right there
  • 20% found what they were looking for.

So, overeall:

  • 50% will leave the site because the page does NOT answer their querry!

design elements can be an issue but the major deal breaker is simply traffic that does not hit the target.

Follow up - What to offer next? - PAGE IMPACT

Obviously, if a visitor discover high quality content with very specifically targeted answers, they will be happy to come back or stay on the site to keep searching for more answers.

The first step though is to provide a visitor with a SOLID answer to their SPECIFIC querry.

At this stage, this probably where the site loses actually this 80% of visitors who click away within seconds.

Here is the answer:
  • They don't find what they were looking for

This can happen because:

  • No specific article, vid, audio or resource exists on the site for that specific querry
  • The answer is there but diluted in too much content
  • The answer is a product for sale and they don't want to buy it

What medium? - Experiment - PAGE IMPACT

Suppose that this woman access the site and sees a series of links to other pages.

What would be her favorite medium?

Well, it is clear that at this stage any mdeium works!

When checking average time on page, videos and articles alike can score high around 3 minutes each.

So, they do work!

Same with forum posts or audios.

So, at this stage, the medium is not a limiting factor.

Visitors seems to be happy to access the information in whatever way it is the most suitable... But it is super essentuial to first:
  • Answer the SPECIFIC question that is being asked
  • Make this answer EASILY + CLEARLY accessible

What type of content? - What medium? - PAGE IMPACT

At this stage, my content is delivered in many different formats:
  • Videos
  • Audios
  • Articles
  • Forum posts

And as well

  • Ebook
  • program
  • coaching
  • advice
  • email address
  • post question form - support

What is the favorite medium for those who visit the site?

What do we have so far - PAGE IMPACT

We know now that:
  • The reason why people might leave the page could be because the page does not answer their query easily enough!
  • Design does not seems to be an issue
  • Pages need to be simplified and links + labels be clear
  • Navigation is rarely used to access the content
  • Videos will be rarely be watched when first accessing the page
  • Icons are not even seen
  • Images have a visual unconscious impact - They are not rationally checked but they do impact
  • Simple clear links is an excellent way to provide content.

Find many more search strings - PAGE IMPACT

In the bottom of the search page, you have "related searches"

These are essential to actually find out what people are looking for - For instance

http://www.google.nl/search?q=how+to+seduce+ex+husband&hl=nl&start=40&sa=N

Suggests as well:

There are many more ideas to find out what keywrds to choose:

Here are two of them:

More on this in another post...

A lot of this is already used on the site, so at this stage, the number of possible search strings in not a limiting factor.

How to use these strings and provide solid results that can be found on search engines IS the real target right now.

Labels on anchor texts - PAGE IMPACT

Having a "label" on the link like "VIDEO", "EBOOK", "ARTICLE", etc would really help! - I want to know what I am clicking on!

I did not check the title of these links which already mentioned videos. I need the info right there where I am going to click!

I need as well to know if it is free or not!

I don't want to waste time accessing new pages to realize that it is NOT what I was looing for.

So, that's an extra conclusion:

  • ad clear labels to anchor texts

Design? - PAGE IMPACT

In the previous experiment, when accessing my page, I noticed that the design was not an issue either way.

The page is refreshing enough and navigation would be intuitive enough.

What is interesting is that I did not even look at the top navigation at all!

I saw the images and vids on the side bars but did not read the titles.

The only thing I focused on was the core content and links in the middle of the page.

I would easily have clicked on one of the links if it was more specificly answering my question.

I was VERY happy not to have distracting elemenst on the page taking me away from what I wanted to find.

Something VERY interesting too:

I did not rely AT ALL on the top navigation to find what I want. I did not even see the navigation.

So, here are some more conclusions:
  • My focus in on the center of the page
  • I want a few options but not too many
  • I did not check the navigation
  • I did not click on the videos in the side bar
  • Having a "label" on the link like "VIDEO", "EBOOK", "ARTICLE", etc would really help! - I want to know what I am clicking on!

Positive qualities of my pages - PAGE IMPACT

While in the previous example, my page does NOT hit the target, here are a few qualities that I do notice when I access it:
  • The design is refreshing - looks ok to me
  • The page did appear in search results and attract a visitor
  • The anchor text - page title - headline does work - It IS appealing and specific
  • The content IS rich in many ways - Videos + Links + More

These are positives not to lose.

Check some of the querries that my visitors types in search engines - PAGE IMPACT

Of course, I checked that before

I Know the type of questions they try to answer but I will now put myself in the shoes of someone who types a querry in a serch engine and see what happens next.

I have detailed stats with search strings, so I will simply check the querries of the last visitors to my site:

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Conclusion 1:

This is the first thing that really strikes me when checking these search strings:

They are VERY SPECIFIC!

Visitors who access the site did not just type in "break up" or "coaching", they types in querries like:

These querries are VERY precise and every visitor is looking for a very specific solution to a precise challenge!

-------------------------

Let's check the first querry:

how to seduce ex husband

i land on results 41-50

On that page, mys site is number 5 with

How to seduce guys - Free exiting strategies for women ...

My page is probably the closest to an answer for that woman.

While the other pages do show some of the words either in the title or in the content, they frequently don't appear as a sentence.

So...

If I was a woman searching for that specific solution, I would ALREADY be disapointed by the results.

There is VERY little there that I can use.

---------------

That's conclusion 2

Poor quality of results

---------------

Now let's click on the link to my page and see what happens

How to seduce guys - Free exiting strategies for women ...

The results, even though are geared to seduction and there is good content, videos and links on that page, the topics presented are still relatively general.

+ because of SEO priorities, these links or results are presented in a way which does not make them too easy to surf

In a way... If I wanted to find an answer FAST!, I am already lost and I know the second I access this page that it will take me a while on that page to find THE information I am looking for.

Even though the results are quite specific they are still not specific enough for the EXACT question I have.

--------------------

Conclusion 3

Too much on the page and not specific enough to my specific querry

--------------------

In that specific situation, I know that the site might have interesting content but the process of finding that information is not fast or direct enough!

I need a faster way!

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Conclusion 4

I need a FASTER way

--------------

Basically none of the results presented on that page tell me either about my ex husband or how to seduce him.

In other terms, I know within seconds that this page does NOT answer the SPECIFIC question I have

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Conclusion 5

The page does NOT answer the specific question I have

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So here are the first 5 conclusions to summarize:

  • Search strings are VERY specific
  • Poor quality of results
  • On my site: Too much on the page and not specific enough to my specific querry
  • I need a FASTER way
  • On my site: The page does NOT answer the specific question I have

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Final conclusion:

How good is my page at answering the querry of that specific person? 20%

Yes! It is still probably much higher than many of the other results but the page still does NOT hit the target properly for that person.

Conclusion the page fails the test.

Time on page - New visitors response - PAGE IMPACT - SITE DESIGN

Ok, I have to admit...

Something has been a big question in mind almost since I started the site.

Here it goes:

of 100 visitors who access the site, probably 80% leave within seconds.

Sometimes, not even seconds.

In fact, stats show a 0 sec on site.

It means that they leave VERY FAST.

Now, this could of course be a response that many people have on any site.

I never took the time to make an in depth analysis of the this phenomena and I am pretty sure that probably 95% of sites out there face the same dilemma.

I want to know EXACTLY what is going on + if there is anything that can be done to tackle that.

Possible causes:
  • Looking for a VERY specific answer or piece of information - Don't see it straight away - leave
  • Very fast and impatient surfing behavior - 80% of people behave like that no matter what
  • Turned off by design (colors, arrangement, etc)
  • Website not enough professional looking
  • Confusing navigation
  • Too wide topics and not enough targeted to what the visitor is looking for
  • Content and presentation not appealing enough
  • Etc.

Technical possible causes:

  • The stats tracking system does not record properly the visit
  • Visitors use an internet connection which is too slow for the content to load fast enough
  • Etc

All these questions are open and because many design choices are made every month, it is essential to know if something can be done about this.

I will now run some tests with surfing and looking for info and see how I respond to the sites I visit (including mine) - See EXACTLY what happens...

Transition to new membership almost complete - MEMBERSHIP SITE

The transition is now at like 80% complete.

It works and conversions are back to normal.

Basically the signup process is very close to what it was before the transition.
  • No upsells
  • No challenging choices
  • No distracting links and info on the signup page
  • No price increase

It works!

Now, there are still aspects of these new tools I am testing now:

  • Use the newsletter/autoreseponder system? yes?no?
  • Affiliates - Another area of potentail that could be developped further - the system is in place but will wait some time until it is totally stable
  • Access everything package - perfect and optimize
  • What areas of the site?
  • Single products selling strategy - with Access everything or as individual products?
  • etc

There is more of course to perfect but many of these questions were already there before the transition...

To be followed

Sunday, April 26, 2009

Recent changes - First results! - MEMBERSHIP SITE

Here are the changes I implemented:
  • Price back to original price $19
  • Only one offer in signup page
  • Simplified signup page to the max (the system selects passord and login automatically - no "More info" links - No navigation links on top except "support" - only 2 fields to fill in name + email address - No lengthy product or features description)

This last step was implemented in the last 24 hours and already orders are back to normal!

Impressive!

Friday, April 24, 2009

New signup testing - removed all "distracting" elements on signup page - MEMBERSHIP SITE

Shifted to the next testing stage just now.

Removed all distracting elements on the page!

Here is the list of changes:

  • Offer now only one product - No second "Access everything" option
  • Removed $19/Lifetime - no recrurring payment - replaced by $19
  • Removed "info" link in the porduct description
  • Choose login + password for customer - This clear 3 fileds in the signup form
  • Removed * next to name, email, and other fields
  • Shifted "Select your product* to "Your product"
  • Removed "Home" in the top navigation bar - There is now only one link left: "Support"
  • Removed the second payment option (in the signup page only, not the product sales page)

The page now looks much clearer!

No distractions

Immensely simplified signup step:

  • name
  • email
  • click!

The process to buy the product is now simplified immensely and I am back close to the system that was there before making the membership system shift.

There is no mention of a membership, simply unlimited access to these resources.

This is it!

The slight difference compared ithe previous system is that before, the download and access steps were happening after the payment with:

  • Download welcome e-book - click on link - enter login + password
  • Or access the page - enter name and email - be transferred to access page

Now, the access system is much cleaner and refreshing - No PDF, no signup form after - automatic welcome email sent - It's perfect.

1, 2 or more offers on the signup page - MEMBERSHIP SITE

Today, that's the question I ask:

  • Is it better to offer just one offer, preselected on the signup page

or

  • Offer 2 or more possibilities

I already asked this question earlier and my general feeling is that 1 offer only works better!

At this stage I intuitively would go for 80% for 1 offer - 20% for 2 offers

At leat in my case and for my products.

Of course, I am not sure yet! and this is why I need to find out what others experienced with that...

I am sure though that it is one key factor that can immensely influence conversion rates + or - 50% conversions one way or another.

So... It's super important to get it right!

----------------

First hint:

users do not like to be confused

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More hints

One site had four membership options that differed from one another in such complicated ways that even with my advanced degree, I couldn't be sure I understood the choices correctly.

Simplicity is golden.

Stick with two or three options, tops, explain them clearly, and always present the most expensive option first.

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One hour of research into that question and still only fragments of obvious answers...

I guess I will have to:

  • test!

+

  • trust my instinct!

This has been working pretty well for me in the past.

I get a feeling of what should work best and then simply implement.

That's the way I will go

For now:

2 days of testing with:

  • new price format
  • 2 signup options
  • etc.

The offer is fine but still 50% of visitors coule be turned off by an offer that requires too much choice making.

Remember that these visitors are often first time visitors who don't really know me yet.

Simplify! would be the keyword for now!

Thursday, April 23, 2009

Membership site mistakes - search results - MEMBERSHIP SITES

http://www.google.com/search?q=membership+site+mistakes

Shifted back to $19 price for single products - MEMBERSHIP SITE

Today, after 5 days of testing, I decided to shift back the price to $19 rather than $49.

Why?

Simple!

Massive drop in sales!

The previous increase in price does NOT compensate for the drop in sales.

So, it does not make sense to put a higher price. I already discussed the exact reasons and consequences of a higher price, so I won't dive in this now.

By the way, the previous price increase was implemented with coherence and reflected in the adwords campaigns + SEO pages on the site.

There was one coherent message overall. So, lack of coherence in the offer would not be the issue.

Yes! 50% of more of customers instantly lose interest when they see the price tag.

Simple! The offer + demand must meet!

It's my job to package my services and products in a way the meets the demand.

Will simply test this price change over the next few days and see the results.

To be followed...

Signup page choices - MEMBERSHIP SITE

Here are 4 key elements that I had to make a choice with:
  • Price: $ 49 or $19
  • Product on the page: 1, 2 or more
  • Payment options: don't show because already selected before - show both with one preselected
  • Login + password: let custormer choose - automatically choose login + password

After reflecting on this, it is now clear that the major element influencing sign ups is simply the price.

The price was already mentioned earlier in the sales page, so only a fraction of those who visit the sales page will actually access the signup page.

The other elements can play a role and my guess is that they can influence conversions by 10% one way or another.

The multiple product choice could even have a greater influence - Maybe as high as 30% signups drops because too many choices and another one more decision to make.

To be followed...

Wednesday, April 22, 2009

Choose login + passowrd for them or let them choose? - MEMBERSHIP SITE

Another key sign up question:

If customers can choose login and password, that's an extr 3 fileds they have to fill in and make decisions for.

If the membesrhip system selects Login + password for the customer it makes signup even one step easier.

They can chaneg login and passord later.

What is best?

Is simplifying sign up to the max the best option?

To be tested and asnwered!

To be followed...

One payment method or give the choice? - MEMBERSHIP PAGE

another signup question:

custormers select laready paypal or 2checkout before they reach the signup page.

Now, the option they selecetd can appear preselected with the second option visibel as well on the signup page...

Or the second option and be hidden and no mention of the payment method be made on that signup page.

Having the choice allows them to eventually shift payment method if they change their minds

Having no more this option on the signup page clears and simplifies their sign up even more!

Which one is best?

To be followed

1 choice or 2 choices? - MEMBERSHIP SITE

Another essential one that follows up on the pricing discussion!

Choices are stressful!

They create tension and can generate as well purchase abandonnement.

Right now, customers are confronted with two choices:
  • 1 product $49
  • access everything $79

Is this a turn on or a turn off?

Would just one choice work better?

Does it even matter when you check the income coming from sales?

The idea is that when customers reach the signup page, they already made at least half a buying decision.

Confronting them with having to make another choice right there can delay action + stimulate procrastination.

they might leave the page and even forget to come back.

Frequently, having just one choice is much easier.

Suppose you go to a supermarket:

You have one yoghurt brand and this is it. It is organic + contains everything you want + is rightly priced.

Or you have dozens of brands and can spend precious time hesitating.

What option do you prefer?

What option do customers REALLY prefer?

On a signup page, do you want 2 option or do you want me to make that choice for you and give you only one product?

At this stage, I don't have the answer.

Both are open

Both have pros and cons

Again, doing 1 month of testing should give me the answer or maybe a buying experience survey could be the answer too.

The thing is that I am convinced that this has been tested already and I am sure that there is an IDEAL way for me to do this.

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Having to quit the sign up page to look for more info...

By the way, even though this "access everything" package is pretty intuitive, the customer might still miss info and not be ready for that purchase when they access the signup page - If they like this package, they will have to start surfing again and delay purchase)

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More than 2 options...

Of course, the possibilty of more than 2 choices like coaching packages or more packages is an option as well - it makes of course the decision making even more complex!

-----------------------

I'll reserch this further and come back to post something on this soon...

To be followed...

Pricing strategy $49 or $19 - MEMBERSHIP SITE

This is a key question and in the past, I maintained the $19 price even though the value of the product is actually higher.

Now, I am testing this new system to see what happens...

Here are again the same results that I observed when I tested this in the past:
  • The increase of price from $19 to $49 means that 50% of customers or more don't purchase the product. The higher price is DEFINITELY a limiting factor for them - if if these reasons are sometimes not justified and the value of what they get is actually higher (that's subjective of course!!!)

Here are some more consequences for this price increase:

  • 50% less people accessing the material
  • 50% less potential new clients sign up coming from these existing customers
  • Less success stories and positive feed back + more refund requests
  • Less referrals from people who are turned off by the price and see this product as too "commercial" = Decrease in traffic (?)
  • Less returning visitors who are instantly turned off by pricing
  • Gap in ---> Feel good + connectivity + trust bridge with my audience

Some of these consequences are subjective and difficulot to measure but as I described in other posts, I did notice a serious shift in the response from my audience with a 80% drop in clients sign up for instance in the past...

So...

The conclusion is obvious!

The only element that justifies a price increase is higher income.

There is a second element that could justify it as well if results could be seen: it is the value perception!

That's something you hear people say a lot: higher price means that potential customers value your product more.

Might be true!

But they as well, perceive a stronger commercial intention behind that price.

In other terms, their buying resistance or defense system kicks in!

Yes! That's what I observe.

Now, underpricing a product is something most marketers consider a mistake.

In my experience, the first thing that matters is numbers, right?

Well numbers show that a higher price does NOT mean more income at all!

On the contrary!

All the marketing efforts, like traffic building, connecting with my audience, creating lots of positive energy around the vital brand all become much more challenging when the price is 2.5 times higher.

These are NOT final conclusions.

Yes! there is certainly a way to keep that price at $49 and still be successful - I know of a couple of strategic changes that would justify that price increase.

But... Right now, the best conversion rates can go from 2% to 1% just because of that price increase + lots of coaching signups are lost because 50% of customers don't enter into the site or connect with the product at all - They are first turned off by the price

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What about a price in between like $29 or $39?

Well, in my experience, you have 2 major price thresholds:

  • The first one is at $20
  • The second one is $50

At least, that's the way I function.

$19 is a no brainer - that's the type of spending that customers can make a quick buying decision.

Between $20 and $50, customers start seriously thinking about it.

It's no longer a decision that is taken lightly.

Again, you can question the effectiveness of those who think that way and argue that they "should" think differently about that type of product, right?

Positioning... You can spend lots of energy trying to sell a higher price.

Yes! Eventually you might get some good results!

But! These are marketing techniques people are usually turned off by.

This is a coaching audience.

People want to believe that you care rather than you are there to sell anything to them in the name of making money.

I already observed in the past that there is a VERY fine line between what is ok and what is not with my audience.

Some promotion is fine but take it one step too far and you TOTALLY shift the way your audience sees you and your services.

$19 or $49 are both statements.

In between it remains within a vague area and I believe that at the end the results would be similar (same income + proportinal decrease in sales)

All the tests I tried so far told me the same story.

the price threshold of $19 is still there compared with a few years ago when I started.

It is exactly the same.

Shifting to $29 puts your product alltogether in a new "price" category.

-----------------

So, why shift to $49?

Well... the only reason why I run this test is because I want to check what price is the best option.

I have many reason to believe that $49 could be a better hit but when tested with my audience, the results are there!

I see them!

I can measure them!

Theories are fine but results count more that concepts! REALLY!

At this stage I could either shift back to the $19 price or wait and test a few other elements in the sign up page

I'll cover that in coming posts...

Key questions: Packaging + Pricing - MEMBERSHIP SITE

Some essential updates on that one:

Right now, most of the technicalities are dealt with and the memberships system is now up and running.

Here are some of the first results:

The package I decided to go for are
  • $49 for break up for men, jealousy for men, dating for men (the other programs stay at $19)
  • $79 access everything as a second option.

------------------

  • One payment option is preselected on sales page
  • The first $49 option is preselected and customers can shift to second $79 option if they want
  • A few lines of description for each products (no sales pitch here - a simple reminder of the features)
  • Customers select their own login and password

------------------

So far, with this pricing, income from sales coming in is EXCATLY what it was before the price increase.

It means that right now the income from sales is the same! No increase! No decrease!

Number of sales is down by around 50% but because the price is higher, decrease in sales is compensated by price increase.

------------------

More on pricing strategies in the next post...

Tuesday, April 14, 2009

Be more news worthy rather than sales worthy at first - Be new oriented rather than benefits oriented- SALES PAGE

Again, the sales tone can hit a visitor hard! Really hard!

It triggers somehwo defense mechanisms straight away and they start looking for objections.

Why?

because people are attached to their money.

They don't want to give it away.

If you present yourself and your product with a high sales pitch, the first emotions that come out in the prospect is fear, defense, etc!

In other terms, no relationship is established!

They leave the page almost instantly because they have the right to do so.

That's their best defense mechanism or reaction.

Be new oriented rather than benefits oriented

Don't make your sales letter appear like a sales letter - SALES PAGE

It's true again - Visitors are actually turned off by words like "Explode your business" "100% guaranteed", etc

First time visitors might be turned off by long sales letters - SALES PAGE

Yeah! That's something I believe too!

At least that's the way I respond to them!

Encourage action rather than stimulating procrastination - SALES PAGE

Anything that allows the prospect to sit back, wait or delay action will hurt your sales - You need to encourage proactiveness instead

Saturday, April 11, 2009

RESTRICTING ACCESS OR NOT? - MEMBERSHIP SITE

What I have been doing in the past is offering lots of free content.

I did that through so many channles and ways and porbably 95% of those who access my material and use never pay a cent or sign up for coaching.

All this good and coherent with a "good will" approach.

It's energy and does work.

It's coherent with so many values I have and it works.

So, the idea to shift that approach and start limiting access to members only to parts of the site which were free before is a new possible step.

The question though is:

It needs to match with the ling term purpose of the site and my activity online.

There is no real point in shifting that back and forth, setting up the membership again to remove it a few weeks later because the response does not match the expectations.

In the previous tests, there was no significant income increase!

Traffic dynamics stayed the same.

What changed was an energy shift in me and in the site's intention.

Before restricting access "felt better" than before.

Why? because for the same earnings on my side, the first option is giving away a lot!

The second option is more restrictive and puts blockages and boundaries where there was free flow previously.

Within the commercial world almost everything works like that!

You get nothing unless you pay.

Within my activity, the dynamics have been slightly different and I have been giving away a lot for free.

So here is the dilemma I face

Limiting access to members only or not?

This decision would concern 3 core programs on the site and if implement would make the membership coherent.

Right now, it's not - there is lack of consistency in the implementation of that membership.

That's the next big question I need an answer for!

Traffic + Search engine juice - MEMBERSHIP SITE

Ok, that's a big one too!

Right now, lots of traffic coming from serach engines is directed to free content on the site.

These are visits, internal linking, traffic and page views.

Creating restricted areas would kill that traffic or part of it.

This means that a shift to a membership only access would destroy probably 20%-50% (vague estimation as there is lots of traffic going to sales pages, SEO pages and, forum and blogs that could still be maintained)

What wuld be restricted would be access to:
  • Articles
  • Topics areas
  • videos

90% of that is in free access right now.

So, that's abig dilemma.

yes! There are ways around that and a lot of this access would stay active through backdoors.

Yes! That can work but I would need to be subtle and smart with that.

The traffic on the site would take serious hit most probably.

The pages views numbers too.

Yes! That's an essential factor to consider and one that I have no clear answer to yet.

Yes! There are possible solutions and all of them can be implemented.

---------------------------------------

  • Solution 1 - get traffic from other sources

That's something that is already happening now!

----------------------------

Again, the traffic to free content respresents only a small fraction of what arrives on the site. Right now, two major programs that include video and much more are:

  • Dating for women
  • wake up your power

The dating for women videos + SEO pages represent a huge part of that traffic.

Now, the internal articles are a small fraction of that.

I won't break it down exactly here but SEO pages represent probably 40% of this traffic 40% for video pages and the rest goes to gateway pages or topic pages.

So, the traffic would still be there but the internal traffic and navigation once people access the site would be interupted by a request to signup to the membership.

Is this a serious option? Or are the consequences too hard to take for the site?

Well, last time I made major update to the site and cleared up old pages, link pages and updated the content, traffic dropped by 20%.

Small changes! Big impact on traffic!

Since then, the traffic has been stable but does not seem to go back up to where it was before.

In other terms, I hit now and sealing and most of the traffic building strategies that did work 2 years ago for instance give now little results.

Conclusion:

New ides need to be implemented all the time.

A SEO strategy that gives good results a year ago, might not work today.

That's an essential factor to keep in mind.

----------------------------

Next question:

Would the traffic to this free content actually purchase the membership?

Of course, it can work.

Anything is possible.

This is a major shift in the site strategy though.

In the last 4 years, I experimented A LOT with free or fee content and shift many programs a few times between free and fee.

two programs that I shifted systematically back to free are Dating for women + Wake up your power.

In a way, this free content is my good will contribution and I do get a sense of internal reward from doing it.

Even if I was restricting all access to this material, it might actually hurt my traffic so much that all benefits coming from new extr sales would not actually match the loss.

Why?

well, right now this tarffic gives me a few things:

  • exposure
  • trust
  • credibility
  • new clients

In other terms, this traffic to free content works well for many reasons.

So, to be coherent with the vital membership that's the next big shift that should take place on the site.

Yes, this content can stay free but then the membership loses its coherence and we go back to the situation I have to day where the memebrship is not being pused or reinforced.

So, once there is a sales strategy in place, the technicalities are covered, thsi is the next big open question mark.

At this stage, the site did reach a ceratin balance and this is a crossroad.

I can maintain all this free content and get the type of succes I am getting now.

Or shift to a stronger membership structure and persevere in that direction.

Again, in the past, when restricting the access to these free areas, I shifted back within a few weeks.

In that period where the membership was reinforced, here is what happened:

  • Sales to the membership multiplied - 100% increase
  • Coaching signups - 80% decrease

The membership sign ups number is too small to make it a real statistical measure - Not enough data.

But the drop in coaching signups was spectacular!

The months I implemented a strong membership, the drop in coaching signups was sudden and VERY significant.

As soon as I opened the access again, clients started flowing back in.

This is what I called then the trust bridge.

In fact, it is an energy bridge.

Everything is energy!

There is what we can see and measure and then there all these exchanges going on which have nothing to do with what we see.

That's the invisible part and I use terms like coaching spirit, sponsoring forces, energy dynamics to describe these things.

These are energy principles and I work with them all the time.

So... Back to the membership idea.

I say, it again:

Every time I restricted access to these two particular areas of the site + A few other trageted programs, I shifted back to free access within a few weeks!

Why?

Because the benefits of restricting access were non-existent!

In that short period here is what happened with the traffic:

  • APRIL - before restricting acces - visits 19705 - pageviews 55841 - 2.83 pages/visit - time on site 2:28
  • MAY - restricted access to members only - visits 18458 - page views 50658 - 2.74 pages/visit - time on site 2:25
  • JUNE - shifted back to free access - visits 18050 - pageviews 51217 - 2.84 pages/visit - time on site 2:27

See that?

No change in traffic actually!

Why? because the access to the actual pages was still open.

In other terms, when visitors access the SEO pages and clicked on a video link, it worked.

What was restricted was the access via the main program page which was directing to buying the rpogram.

I realize something else!

It is that the actual product sold at that time was NOT the membership!

It was an individual program for that specific topic.

-----UPDATE--------------------

I actually double checked that one and it was the membership I was selling on these procuct pages, not individual products

-----UPDATE--------------------

So, the big hit or the big drop was not even the traffic impact, it was the drop in coaching clients that was REALLY significant!

And Yes! Absolutely! I believe that restricting access and drop in coaching clients are linked even though the shift is an energy shift - i don't see a real reason to explain that instant shift except through the trust bridge concept I talked about earlier.

The reason why I am analysing all that in detail is because I already did run in depth tests on the site concerning free and fee content and at athis stage I did reach a balance that worked relatively well so far.

-----------------

One possible option to keep the traffic open is to limit access via the main topic page but keep the back doors open and not restrict access to the folders wher the vids are located for instance.

That way, the search engine juice can still be maintained and the back doors stay open while the front door does direct visitors to the sign up page.

For coherence, this would be the solution for now that would hurt less the traffic.

As I experienced last year, by using this method there was little to no change in traffic.

All the SEO juice was maintained by doing so, even though the membership was not being reinforced at 100%

-----------------

So, the next quetion is really coherence with vitalcoaching.com' intentions and purpose...

Friday, April 10, 2009

Internal linking - SEO

That's one of the key strategies to develop further in teh future of course.

I will say more a bout that another and simply post it here as a reminder!

Yes! It is super important and yes! this strategy has not been used much till now.

There is much more potential to that! Absolutely!

Support system and affiliate programs - MEMBERSHIP SITE

Of course, that's what generates traffic and till now, this has been working relatively well.

The potential is much vaster but here are the strategies used:
  • Search engine juice and everything that has to do with positioning myself online
  • delivering my content through various supports in particular: video sites + podcasting sites

What about articles or blogs?

well they are both used but the audience for articles is much smaller than the audience for videos.

-----------------

Now, what about affiliate programs?

that's a new avenue that yes, has potential - we'll check how this develops in the future. The system i used in the past did not perform too well for various reasons...

this is one area which is more or less covered... Not the main challenge right now

To be followed...

Buy the vital membership or offer something else first? - MEMBERSHIP SITES

That a big one!

A huge one!

And it can be the difference between total succes or total failure.

Within the $19, price range my strategy in the past has been to promote my products directly.

yes, frequnetly there is a test drive on the page but it is clear that the call for action is buy it now.

It worked.

Now, with the vital membership, do I need to change that strategy or stick to it?

The answer is simple: stick to it!

You already offer A LOT in your promotional materials, videos, which are out there.

So many of those who access your site already know you and they are actually ready to buy.

They already trust you.

They already know that what you offer is valuable.

It is obvious!

Delaying action is like asking them to hesitate a bit more.

It is actually one more hurddle and side track that takes away the focus from the offer.

It is not needed!

here is the deal:

when people access a page, they already know if it is a product they would buy or not.

The price range is one of the first things they look at!

"Would i pay that kind of money to solve that specific life challenge or get that product?"

that's the question they ask themselves.

Most of them already know the answer and you could spend lots of time and energy trying to eductae an audience that does NOT want to be educated anyway.

They made up their minds before they started surfing the net and they already know the answer to that question before they even enter the site.

When you do all this promotional work, like getting someone's email address, following up with emails, etc, you do the work for them and it is LOTS of convincing.

This sales process energy should be spent on something else: creating new materials and adding value to the product.

Yes! That's where you want to put your energy!

Most visitors already know instinctually if they are going to buy from you or not.

They know that before they enter your site.

If what you say on the sales page does not convince them this is it! let them go and don't worry about missed opportunities.

They are NOT missed opportunities. It is simply a missmatch.

You don't have to do anything about it except drop it!

Got that?

So, the answer is: NO!

A big one!

Don't offer anything else except the product!

There will already be a sales page, detailed features + content, guided video tour, etc.

You did your part! Let them do theirs.

Now is their turn to take action! Really!

1 product or multiple offers? - MEMBERSHIP SITE

Again, one core question that needs an effective answer ahs to do with how many prodcys are offered.

Here is the questions:

  • Do I offer only one product, that is vital membership

or do I

  • Offer the possibility to buy small chunks of it like the break up for men - program

What is the final answer to that?

Obviously, till now, I maintained the possibility of buying most products separately, although in the last 3 months I started delivering a lot of single e-books only through the membership... To see what happens.

So, far the results are not clear and it has to do with a few things:#

  • First these individual e-books get little traffic and exposure
  • Second the vital membership is not yet coherent: lots of free acces + other products still sold separately.

So, visitors are confronted with still some conflicting interests between buying one product of buying the full membership.

At the stage, the vital membership is not yet coherent enough as an offer to make a significant impact.

It does work but it could work much better.

So what are the advantages of promoting the vital membership rather than individual products?

  • It is a one time buying decision and this is it
  • It is the same offer over and over again - Always
  • The package delivers incredible value! - Much more than if the prospect was buying individual products

This measn that it creates a funel of traffic and interest that ends up ALWAYS in the same place.

in other terms, it strengthen the offer and brings all these small targeted streams of traffic to one final destination.

This by itself has the power to create enough momentum to break through. That's the idea!

On my side I already discussed why one offer is much easier, convenient and exciting to manage.

So, I won't go into it again...

This point is one essential element that contradicts most marketing ideas out there.

I have seen a couple of sites in the past implementing this concept but the target was a bit narrower... Or was it?

---------------------

So, if you had the choice now between buying individual products or the membership what would you feel most excited about?

The membership!

Why is that?

Because there si more energy behind it.

I am not given just access to a small room in the building! I am given given the keys to everything at once with total trust and confidence!

It opens space inside of me!

Really!

You see, one of the challenges that we face nowadays have to do with making choices, and taking decisions!

there is so much out there! It is really mind buggling!

So, this is one choice you make once and you are done with it.

Instead of buying a pair of jeans and being afraid of making the wrong choice, I am given the keys to the factory and am allowed to come back, change it or even get a new one if I want to.

On top of that, new models are added all the time and I can even get the old model to be fixed or exchanged.

Insteda of getting one piece, I really enjoy getting access to everything, without limitation or conditions and be free to do what i want with it!

Now, suddenly, it makes total sense!!!

Ok! Another big idea that I need to be able to somehow transmit further...

--------------

So, How do you do that?

First, you get it CLEAR in your mind!

Very clear!

You can't convince anyone if your mind is still divided and you have doubts about your offer

That's step one

Step 2

Communicate this key idea and start educating your audience.

People are used to buy stuff by the piece.

One by one.

If they get a whole package of things, they often believe there is a catch!

There isn't of course!

But that's something you need to say.

Step 3 - describe the features in detail and show how easy and convenient it is to use this product!

step 4 - Show how unsolved needs can be met as well - Requests for new e-books, videos or programs will be listened and answered!

REALLY!

Is this convincing enough?

Well, I know that once people start using it, they will love it!

Especially if the content is taken even one step further to the next level

More to come on that one.... We are not yet done with this discussion

Narrow the market? - Narrow my target audience? - MEMBERSHIP SITE

Ok, I'll admit it!

I have a dilemma!

Here it goes!

It is easier to promote my services as a "Break up coach" than as a life coach in general.

That's what everyone says and I agree to a certain point.

With a membership or a product it is EXACTLY the same thing.

The products that work the best on the site are products which are EXTREMELY targeted and answer key questions and offer key strategies for a VERY specific audience.

These are products like "Break up - For men" Or "Jealousy - For men"

So, the dilemma is very simple:

vitalcoaching.com contains A LOT of material.

As I said earlier, it covers so many life areas in more than 44 programs and packages... And there is more to come.

So, yes... I admit that's a dilemma.

Selling an "Access everything" package goes against most of what the marketing world tells me to do.

Well... Let me tell you about a test I did run.

I thought... Fine!

If that's the case, let's create a site which is oriented uniquely to one topic.

In fact, I did create a dozen new sites geared towards jealousy, breakups, for men and for women.

Here are the results after a couple years...

Haven't been working full time on them of course... Simply launched them - Took promotional steps - Got traffic - Waited

Here is what happens:

two identical pages:

the first one is

http://vitalcoaching.com/jealousyformen.htm

the second page is:

http://malejealousy.com/

These two pages are identical at 99%

The main difference is the domian name + everything that surrounds the page on the site...

Basically, on vitalcoaching.com, there are thousands of pages of content and material

On malejealousy.com the rest of the site are SEO pages...

In theory, malejealousy.com should perform better because it is much clearer and targeted, right?

Well... Guess what!

If I measure interest for that page by the average time spent on the page, vitalcoaching.com outperforms malejealousy by far!!!

In fact here are the exact results:
  • malejealousy.com - average time on page - A few seconds!!! - 95% of visitors bounce back almost instantly! - They see the page and leave! - Why? because they see a sales page and know the content is not for free
  • vitalcoaching.com/jealousmen - average time on the page - 3 min - The page is almost identical but people stay! Check! and buy! from the site.

Why?

I guess it has to do with branding and credibility.

The rest of the content actually supports the jealousy material.

Overall, it gives credibility to the site.

If I was spending the same amount of time on malejealousy as I do with vitalcoaching, maybe I would get the same results.

It is true that vitalcoaching.com's brand did mature over 6 years of existence because of the continuous input and care that went into it!

ABSOLUTELY!

Would I get the same results with malejealousy if I had done the same?

My guess is that yes... probably!

Why? because there is nothing else on the market that responds to that need (jealousy for men).

If there is, I did not find it!

But... vitalcoaching.com is COMPLETE! + it is limitless in terms of potential growth and directions.

It's like the difference between a shop and a mall - malejealousy would be a shop - vitalcoaching a mall.

or the difference between a temple and a spiritual region with dozens of temples and ashrams... That's another image for the spiritual content on the site.

So... Now, when visitors arrive on vitalcoaching.com, they not only catch the vibes of the target product they want to benefit from, they are flooded as well by the positive energy emanating from the other products and topics.

For instance, a guy in a break up zone will benefit from new communication skills with a new girlfriend and might tap into a refreshing meditation technique or discover a new nutrition strategy.

That's a WHOLISTIC approach!

And... For anyone, it is more interesting to have EVERYTHING in one place rather than having to shop around to find more strategies on these other topics.

The reason why vitalcoaching.com expanded to all these topics is simple: MY AUDIENCE ASKED FOR IT!

the guys I coach in break up situations ask me for nutrition strategies... They ask about fitness, business, personal power.

They don't actually ask me to refer them to someone else.

They actually ASK me to cover these topics in the coaching sessions we have.

And guess what! It works!

Yes! It does! Absolutely!

I challenged myself to have an edge on all these different areas because there was a need.

On top of that, all these strategies are tactics I employ myself all the time.

The common denominator to all that is Personal power, energy, life mastery!

All these different topics are intertwined and related to each other in the sense that they are based on the same common ideas which are:

  • You are the master of your destiny
  • The goal of your existence is life mastery
  • Energy and personal power are skills you can build
  • Etc.

These ideas work no matter what field or target you apply them to!

This is why, vitalcoaching.com's target does not make sense to the traditional marketing model but it DOES respond to a need which is out there:

Make everyone's life easier!!!

If you have a problem with your car, do you actually enjoy having to go to one shop for new tires, then bring your car to someone else to fix the engine and then find another dealer who will fix a scratch on the paint?

Or would it be more convenient to drop your car somewhere and have all these things taken care for at once.

same with health for intance:

would you rather hop from specialist to specialist and find out who can help you with a given muscle or joint ache or would it be simply more convenient to access all the help you need in ONE PLACE?

Imagine how much burden this takes away from you!!!

right now, there is SO MUCH stress related with having to find the exact person or service that responds to your needs!

It's super time consuming and very often people will miss the target because they don't get the essential information they are looking for!

The process is time consuming + stressful!

ABSOLUTELY

This is exactly why vitalcoaching responds to a real need.

(Whaou... Can't believe I have been waiting for such a long time to say these things!)

That's called a holistic approach!

We don't separate things! We target the most urgent.

Imagine that a client comes to me at a session and says...

"I know... we were supposed to talk about break up strategies but I have this massive problem with one of my staff at work. There is so much misscomunication..."

What do you think would help that person best?

  • Solution 1: "Look, I would like to help you with that but it's out of my range - I can refer you to a business consulting firm that does that kind of work - They will be happy to help you - How much they charge? well... I think their fees start at $200/hour and you need to make first an appointment to see if they are ready to work with you - Here is their number - Call them and see what they can do for you.

That was solution 1

  • Solution 2: "Sure, let's talk about that first - It's obviosuly your top priority - I am sure that by the end of this session, within 30 min, we will have a set of communication tactics that will get your message through when you communicate with that person.

That was solution 2

Which one do your prefer?

I know what you think: Yes, but do the tactics that you deliver match the experience of a consulting firm?

Well, they not only match! They are actually much easier to access + they are super targeted!!!

It's a hassle-free, stress-free process to access these strategies.

Yes! That's exactly how things work within a coaching session!

And yes, that's the type of results we achieve within a session.

In most cases when this happens, I have clients coming back to me the following week.

I say: "So what happened?"

Most of the times, the answer is:

"yeah! I tried that! They got it... Actually, it triggered a couple of things we talked about as well. The space is now much clearer. I still feel some tension there but at least we can now communicate... thanks again"

"Now... about my ex..."

See what happened. We removed an emotional source of stress with a minimum of effort.

Of course this works as long as the coaching or strategies which are delivered are actually effective.

Well, you will have to read the success stories on the site to actually get a feel about that one.

'f course! It works! That's what I am trained to do!

Strategies building! Challenge solving! Power boosting!

The dynamics of effective communication with a romantic partner have quite a few things in common with communication within a business context for instance.

YES! REALLY!

Human interaction is created through the same type of dynamics always.

It is simply transferred within a different context and with a different set of intentions or energy input.

Any limits in that approach?

yes of course, at this stage, vitalcoaching does not cover a few areas:

  • Legal advice
  • Medical issues but we do cover wellness
  • Financial planning, accounting, etc
  • Mental health but we do cover emotional balance which often overlaps with depression or burn out for instance

I might have skipped another couple of topics... Not sure...

What happens if someone needs help in those areas?

I will openly say that I don't have the expertise to cover that... They often have already an idea of where to find the help they need on that. If not, I redirect them to online portals or directories where they can find extra resources on who can help them.

Yes! I have clear boundaries with that. It is one of my key points in my code of ethics

-------------

Ok, let's come back to the membership...

Now that we demonstrated that this overseeing approach works within coaching sessions, let's demonstrate why it works as well with the vital membership...

Ok! I'll admit it: the vital membership has an infinite potential to grow!

Absolutely! Right now, what is included could represent only 5% of what could be included in the near future.

What already exists is super precious and valuable but yes! Ther can be so much more!!!

Why isn't it there yet?

because it simply takes time to create.

Or it takes time + a clear plan to partner with the right persons to create new life tactics

Dozens of title for possible ebooks or videos or audios are there already.

So... The life tactics are not complete! By far!

there is much more to come, but! I can guarantee that for the $79 that the life time membership costs, there is REALLY more value than what it costs.

Yes! The real value of this product is probably closer to a thousand $ because it is a life mastery academy.

It is a complete system (or getting there...) that covers eventually most of the life challenges you can have as a human being and delivers a strategy, a line of action, a mind posture that solves that challenge!

Yes! that's the idea and this is exactly what happens!

whaou, actually, I am making a whole case for this product...

Now, that I demonstrated the process a bit more clearly, all that is actually needed is to transmit that perception to my audience and to those who visit the membership page.

In the last 30 min, I just discovered something I was not aware of actually!

It is the actual avlue of vitalcaoching.com and what it really does to those who get in touch with it.

Yes! I realize it is powerful stuff...

I know I start sounding like I am bragging a bit... Sorry ;)

Thursday, April 9, 2009

Sales strategy - The key challenge - MEMBERSHIP SITE

The key challenge now is simply and only the sales strategy.

Sales strategy is simply:
  • How to package the product exactly (that's more or less covered)
  • What to put in the sales page
  • What else to ad or how to present it to make the offer compelling enough

Now, at this stage, I do have a sale strategy in place but I want to make sure that it matches the needs of my audience + it really expresses the best possible performance for this product.

Over the last few days, I have been gathering ideas and checking the latest strategies online on this topic.

There is fo course much more to check...

That's what I still need to focus on to make sure I don't miss a point...

The best success story of the week receives 1 week unlimited email coaching - TESTIMONIALS

yes? no?

Urgent call for action - MEMBERSHIP SITE

Ok, that's another one that needs to be implemented.

It is an urgen call for action as it will trigger sales as well.

The question is: what call for action?
  • The first sale every day gets a 7 days unlimited coaching bonus!
  • The first sale of the day gets a 7 days unlimited coaching bonus!
  • The first sale of the day gets a 2 days unlimited coaching bonus!
  • The first sale of the week gets a 7 days unlimited coaching bonus!
  • The first sale of the week gets a 7 days unlimited email coaching bonus!

This is an excellent compelling reason to act fast every single day!

I like that!

It's a bit like an e-bay bet - It does trigger competition and excitement

---------------------

Or,

  • If you buy your package between 12pm and 1am PST you get 7 days unlimited coaching -

That does not work!

There is no urgency! The offer comes back every day! It simply means I have to get up in the middle of the night to make my purchase?

Funny! The urgency and excitement are gone!

Why? Because the real competitive challenge of wanting to win is gone!

-------------------

Another possibility:

  • record the sessions - videos or audios?
  • have the conversations posted in the forum?

This means it is no longer confidential!

One possibility is to offer another possibility to upgrade the won bonus from email coaching to live coaching if recorded...

At this stage, monetizing or taking advange of this extra coaching is not really necessary as it would be a success no matter what if this strategy works!

Yes! I get the serious impression that this is an excellent idea!

Really!

Bonuses in coaching? - MEMBERSHIP SITE

here are some ideas:
  • 7 days unlimited email coaching - $249 value!
  • 60 min coaching credits valid for 7 days after your purchase

Yes! That's a possible! Absolutely

Yes? No?

VITAL MEMBERSHIP - What could make conversions rates sky rocket? - MEMBERSHIP SITE

What could make conversions rates sky rocket?

As said earlier:

  • need for coherence and consistency - 1 product! - all sales pages - 95% of the content included!
  • Use a tag line like: 2089 unique raw strategies to solve 95% of your top life challenges
  • 40 life mastery programs! $836 value when products sold separately

Now, that's getting exciting!

There is more clear demonstration given in the membership page!

More selling elements:

------------------

Yes or no?

  • Clear descriptions of features e-books, videos and audio formats + forums + news + downloads + burning CDs + Ipods - etc.

------------------

Yes or no?

  • Instant test drive - Video guided tour (need to check that one)

------------------

Yes or no?

  • A list of the top programs included - yes list them clearly + show the icons + More info link...

Need to make sure this does not overload the page too much

------------------

Is this enough? will prospects be convinced by that?

what else comes to mind?

Tag line ideas - UPDATED - MEMBERSHIP SITE

Again, I'll take that test and practice that on myself.

Why? Because now is my marketing and selling searching period, right?

Really, it's just an exercise and I have no idea where this will go, but let's start:

Honestly, I think that I am already unique and my audience perceives me that way.

I checked online, youtube, surfed the net and still did not find someone who does what I do!

Sure, many more coaches exist but most of them offer little to no free content!

I on the other hand have a list of 500+ vids + so many more materials on the site.

Yes!

That's by itself unique.

Lots of free content, that's not too original, is it?

True it is not but it is within the coaching websites market.

What about self help portals?

well, those are portals with dozens of experts and contributors. That's a different story.

ok!

What about coaching gurus.

They are live - their main products are events or DVD sets or books.

Their online prsence is often limited to a online shop.

Yes, there is sometimes a community but the way I do it right now is more interactive (or has the potential to be - only a fraction of the features are now in place...)

So, conclusion, I am already the best in a filed but the challenge is that this field still has no name or the present existing name "Life coach" is too vast.

I need to create a new "category" for what I do.

What would be that category?

Let's brainstorm a bit:


  • Vital coach
  • Virtual coach
  • Video coach? Yeah!!! Right! - A good one ;)

Well... Do I need positioning in the first place? Why? What does it change? How will I communicate that positioning anyway?

KEEP GOING!

  • Free coaching
  • Power kicks

Ok, is it your products or is it YOU who needs positioning?

It is my products I believe.

So, in that case, you are launching a membership structure, right?

  • Break up
  • Break up coach
  • Best break up coach ever!!!! ;)

Well, sure! I am already positioned as that!!!

That's simply pure bragging!

  • Spiritual coach
  • Tantric coach
  • Power coach (good but too vague!!!)
  • Yoga coach
  • Raja Yoga coach

These fields don't follow the traditional marketing laws. They are within the spiritual track which follows a different system of evolution than commercial fields.

hatha yoga classes are an exception of course because they are on the edge between wellness and spirituality.

However, yes, these are possible directions that can be taken. True!

  • Vitality
  • Personal power
  • Mind power

These fileds are much vaster and therefore there is much more competition.

Vitality is good and after all, that's the name of your site, right?

The term vitality though is very different than vital

vital=essential

vitality=health=wellness a bit... Not 100%

vitality as well leads to ENERGY!

so...

  • Energy coach
  • Energy coaching
  • Etc.

what else?

  • Power dynamics
  • Life strategies

Life strategies is REALLY what I transmit

LIFE STRATEGIES + ENERGY!

What people receive are life patterns with an energy kick to implement them.

This is what I truly transmit.

This positioning thing is interesting but I have no clear vision yet about how to implement it.

I realize that I have been using much more the idea of branding and that there energy consistency and positiveness through everything I create.

let's go for some fresh air boost... Will be back

------------------------

Oups! Something came up:

  • Best life strategies
  • Life strategies for any challenge
  • Life battle plans
  • hundreds of battle plans
  • Life strategies for every day challenges ( a bit therapeutic...)
  • 1000+ Life strategies to tackle your dating, relationships, business, personal balance
  • 1000+ Life strategies for any challenge
  • thousands of raw life strategies to win today's unique challenges
  • 1532 raw life strategies to win your unique most urgent challenges
  • 1532 raw strategies to win your unique life challenges

These are ok, but they are still vague!

It should say: life strategies for what???? What area? What business? What relationship?

Is it really possible to put EVERYTHING in the same package?

That's exactly what I will find out right now!

  • 2056 winning life mastery strategies! (too many adjectives)
  • 2056 winning strategies for your total life mastery
  • 2359 power boosting strategies
  • 2059 raw strategies for unlimited life mastery!
  • 2059 raw strategies to win life mastery!

Ok! Life mastery as a traget IS exciting! Absolutely!

here are the words I think work!

  • raw strategies
  • winning strategies
  • life strategies
  • life mastery
  • win your challenges
  • The goal? LIFE MASTERY!
  • V for victory
  • V for winning
  • V for Vital
  • Wake up your power!

these are the keywords that come up so far

  • 2089 raw strategies to total life mastery
  • 2089 winning strategies for total life mastery
  • 2089 unique raw strategies to solve 95% of your top life challenges

I need an answer on that one!!

1 "Access everything" one time payment membership or multiple products? - MEMBERSHIP SITE

That's the question I need an answer for.

Here is the idea:

For me this membership would be super appealing!

It feels refreshing!

Visitors make one buying decision and this is IT!

They are left alone!

there is now wrestling with more offers.

yes! They can buy extra coaching one on one after that if they want to but this is not being pushed on anyone.

The coaching space, the website is a sfae environment with loads of features and quality content!

So, it works!

It would work for me.

The common theme is Life mastery!

I like a one time package for many reasons:
  • It simplifies the delivery of the product
  • It makes life much easier and simpler for members!
  • It's a one time buying decision and this is it!
  • It clears up the space in the site
  • It simplifies the affiliate system with just one price and one product

Now, these advantages concern the members, the affiliates and me

The only elements that matter at the end is what members get from this product.

So, is it a product i would buy myself?

Yes! Absolutely!

The quality of the strategies offered is extremely high and super targeted!

yes! The content is expanding and yes! At this stage, what is available represents only a small fraction of what could be ther in the future!

Maybe 10%

Yes! Absolutely.

Dozens more e-books and articles can be written!

There is no limit to it.

Considering that, yes! Absolutely! It is a package which is in fact worth much more, right?

If you sum up the individual products, what is the final price?

Let's check!

Right now: there are around 44 individual programs and packages.

Soem of them are worth much more than $19 like the break up for men system but they sell for $19 now, so let's see:

That's $836 if one would buy all products separately!

So, that's one more selling element.

Is this enough?

Are prospects convinced by that?

What else can you ad to the package to make it a hit for visitors?

What could make conversions rates sky rocket?

As said earlier:

  • need for coherence and consistency - 1 product! - all sales pages - 95% of the content included!
  • Use a tag line like: 2089 unique raw strategies to solve 95% of your top life challenges
  • 40 life mastery programs! $836 value when products sold separately

Now, that's getting exciting!

There is more clear demonstration given in the membership page!

More selling elements:

------------------

Yes or no?

  • Clear descriptions of features e-books, videos and audio formats + forums + news + downloads + burning CDs + Ipods - etc.

------------------

Yes or no?

  • Instant test drive - Video guided tour (need to check that one)

------------------

Yes or no?

  • A list of the top programs included - yes list them clearly + show the icons + More info link...

Need to make sure this does not overload the page too much

------------------

Do people NEED what you have to offer? - MARKETING

Do people NEED what you have to offer?

That's the REAL question.

Obviously, they do!

Yes! They do buy!

At this stage, 95% of visitors have not been submitted to the vital membership product, so no way of knowing if they would have bought it.

What is clear is that without overly promoting it and with a membership page being visited only 50 times/month, 1 or even 2 sales already gives us a relatively high conversion rate.

Of course, sales are coming from lots of other pages but overall, these pages are not geared in a promotional way which is too clear + The membership is a bit "incoherent at this stage because lots of content is still accessible for free + Lots of products are sold separately!

So... What would happen if the vital membership was the only product + the only way to access 95% of what is offered on the site?

That's the question I need an answer for in the coming few days!

Do sales letters work? - Of course they do - MARKETING

But they don't really do for me.

Long sales letters are turn offs if this is all there is.

My real decision making points are:
  • Do I need this product?
  • Will it deliver what I need?
  • Is the price range within what I want to pay?
  • Is it packaged in a way that is convenient and easy to use?
  • Do I have all the info I need to make buying decision?

A few times, I made buying decisions without having all the info I needed.

This was with products under $20 which were under the no brain limit.

That's ok!

For the rest, I don't buy into the hipe! Really!

I buy into the need, the features, the solidity and the right pricing.

These are the elements that work for me.

A good and clear sales copy works for me if it is not overshadowing the product but the sales copy has NEVER been the real buying decision element!

It has always been about the QUALITY of the product!

Conclusion for my membership decisions:

Do people NEED what you have to offer?

What is it that they get that will really make them come back for more?



Urgency! - Yes! It is super important - MEMBERSHIP SITE

Right now, this is one point that need to be developped.

I experienced with that in the past and I do believe that I did get results.

Sales periods in shops do work.

The side effect is that over time, people tend to slow down their shopping behaviors outside of these sale periods.

+

It gives a serious "Marketing" and promotional touch to my site and offers.

I noticed in the past, that promotional energy is something I need to use with caution.

One word of advice: don't speak to people as if they were stupid!

First it is a stupid thing to do!

Second it's not a nice thing to do!

Third, it hurst your business and credibility!

Think about that.

Yes! You can create urgency but use it VERY carefully!

Limited time offer... Every time I see one, I KNOW that I am being manipulated.

It almost stops me instantly from wanting to go further.


My elevator speech? - Let's try! - MARKETING

Here is what comes to mind:

"Hi, I'm Francisco Bujan - I design life strategies to get you to win your most urgent challenges"

Not bad!

Like it but... I never take the elevator!

Where will I use it?

Any ideas?

What's YOUR elevator speech?

Can I reposition myself to be the best, unique original? - MARKETING

Again, I'll take that test and practice that on myself.

Why? Because now is my marketing and selling searching period, right?

Really, it's just an exercise and I have no idea where this will go, but let's start:

Honestly, I think that I am already unique and my audience perceives me that way.

I checked online, youtube, surfed the net and still did not find someone who does what I do!

Sure, many more coaches exist but most of them offer little to no free content!

I on the other hand have a list of 500+ vids + so many more materials on the site.

Yes!

That's by itself unique.

Lots of free content, that's not too original, is it?

True it is not but it is within the coaching websites market.

What about self help portals?

well, those are portals with dozens of experts and contributors. That's a different story.

ok!

What about coaching gurus.

They are live - their main products are events or DVD sets or books.

Their online prsence is often limited to a online shop.

Yes, there is sometimes a community but the way I do it right now is more interactive (or has the potential to be - only a fraction of the features are now in place...)

So, conclusion, I am already the best in a filed but the challenge is that this field still has no name or the present existing name "Life coach" is too vast.

I need to create a new "category" for what I do.

What would be that category?

Let's brainstorm a bit:


  • Vital coach
  • Virtual coach
  • Video coach? Yeah!!! Right! - A good one ;)

Well... Do I need positioning in the first place? Why? What does it change? How will I communicate that positioning anyway?

KEEP GOING!

  • Free coaching
  • Power kicks

Ok, is it your products or is it YOU who needs positioning?

It is my products I believe.

So, in that case, you are launching a membership structure, right?

  • Break up
  • Break up coach
  • Best break up coach ever!!!! ;)

Well, sure! I am already positioned as that!!!

That's simply pure bragging!

  • Spiritual coach
  • Tantric coach
  • Power coach (good but too vague!!!)
  • Yoga coach
  • Raja Yoga coach

These fields don't follow the traditional marketing laws. They are within the spiritual track which follows a different system of evolution than commercial fields.

hatha yoga classes are an exception of course because they are on the edge between wellness and spirituality.

However, yes, these are possible directions that can be taken. True!

  • Vitality
  • Personal power
  • Mind power

These fileds are much vaster and therefore there is much more competition.

Vitality is good and after all, that's the name of your site, right?

The term vitality though is very different than vital

vital=essential

vitality=health=wellness a bit... Not 100%

vitality as well leads to ENERGY!

so...

  • Energy coach
  • Energy coaching
  • Etc.

what else?

  • Power dynamics
  • Life strategies

Life strategies is REALLY what I transmit

LIFE STRATEGIES + ENERGY!

What people receive are life patterns with an energy kick to implement them.

This is what I truly transmit.

This positioning thing is interesting but I have no clear vision yet about how to implement it.

I realize that I have been using much more the idea of branding and that there energy consistency and positiveness through everything I create.

let's go for some fresh air boost... Will be back

------------------------

Oups! Something came up:

  • Best life strategies
  • Life strategies for any challenge
  • Life battle plans
  • hundreds of battle plans
  • Life strategies for every day challenges ( a bit therapeutic...)
  • 1000+ Life strategies to tackle your dating, relationships, business, personal balance
  • 1000+ Life strategies for any challenge
  • thousands of raw life strategies to win today's unique challenges
  • 1532 raw life strategies to win your unique most urgent challenges
  • 1532 raw strategies to win your unique life challenges

These are ok, but they are still vague!

It should say: life strategies for what???? What area? What business? What relationship?

Is it really possible to put EVERYTHING in the same package?

That's exactly what I will find out right now!

  • 2056 winning life mastery strategies! (too many adjectives)
  • 2056 winning strategies for your total life mastery
  • 2359 power boosting strategies
  • 2059 raw strategies for unlimited life mastery!
  • 2059 raw strategies to win life mastery!

Ok! Life mastery as a traget IS exciting! Absolutely!

here are the words I think work!

  • raw strategies
  • winning strategies
  • life strategies
  • life mastery
  • win your challenges
  • The goal? LIFE MASTERY!
  • V for victory
  • V for winning
  • V for Vital
  • Wake up your power!

these are the keywords that come up so far

  • 2089 raw strategies to total life mastery
  • 2089 winning strategies for total life mastery
  • 2089 unique raw strategies to solve 95% of your top life challenges

I need an answer on that one!!

People want THE best! - MARKETING

I mean if you have the choice between buying the best laptop or second best within a price range, of course you go for the best!

It is simple!

With services and any product, it is the the same!

So, the best way to be successful IS to be the best in your field.

This where positioning comes in!

If you position yourself within a group which is too vast or already owned, you will fail.

Now, reduce the circel and create a new category in which you can dominate the market... That would work, right?

So, what is THE category you want to position yourself in?

Think about THAT!

Me? I don't have the answer to that one... Might come soon...

You don’t need someone else’s permission to become successful - MARKETING

ok!

That's a big one!

It is called self-appointment.

You strategically position yourself within your field...

More on this coming in a moment... Let me think

----------------------------------

Your website is an opportunity for interaction, not just a delivery tool for static content! - WEB STRATEGY

Already commented on that one...

Check the previous post for an analysis of what this means

What does your website say about your services and products? - WEB DESIGN

that's a self autocritic and in fact, I would rather other people do it for me.

Might come later... For now, I'll try to be objective and come up with my own neutral perceptions...

Neutral? Yeah right!!!!

The challenge with this is that if I discovre something essential, I have no choice but go ahead and change it, right?

No knowing about it is safe.

Knowing about it force me to do what it takes to chnage it until it is REALLY better.

So what are the questions:

If I was a vistor to my own site...
  • Would I buy from my site?
  • Would I hire myself as a coach?
  • On what topics would I see myself as an expert?

Well, the first thing that comes to mind is that something is missing in terms of engaging the visitor.

The content is there!

Use it!

That's what I say

Right now, there is no real "conversation" going on between my visitors and me.

There used to be when I had lots of forms and short assessments to submit.

There is more interaction on my youtube channel, subscribers and comments. Yes this works!

There was some interaction in the forums as well.

Now, the interaction is mainly with my coaching clients.

This is where I create relationship!

ABSOLUTELY!

It is a conscious decision, right?

Why? Because I know that if they are paying for my services they do invest themselves in this relationship.

It really works and it is powerful!

---------------------

Now, with the signup form, registration, something new is added.

You mean that asking them to buy your membership will create connection?

I don't think so!

TRUE!

So, what is it?

Well, next step would be to have more forms, questions they can answer + possibility to comment and share with some interactive comment or community feature!

Now, you go it!

That's called WEB 2.0

That's community and yes!

You do have dozens of community orineted options which will do the trick...

that's the next series of developement once you set up the membership system:

  • Comments and ratings
  • Follow me on twitter
  • be friends on facebook
  • Subscribe on youtube
  • Etc.

We'll check this further another time!

That's called engaging your audience!

Your website is an opportunity for interaction, not just a delivery tool for static content...

I like that line! Going to use that headline as the next post!