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Low conversion rate after clicking on ad - any ideas why?

by Steve Nuttall

I recently experimented with an ad on LinkedIn to try and expand the audience for the free part of Serve The Team (https://servetheteam.com/)

The ad converted at a low rate, but better than nothing - according to the stats I got 40 people onto the website. Of those, however, only 1 went on to sign up.

The ad was clear about what to expect - it was all about signing up to our free thought starter - so I was surprised that we got such a low conversion rate. I'm working on the assumption that there's something on the website that's holding people back from signing up.

The ad linked to the homepage at https://servetheteam.com and the sign-up page itself is at https://servetheteam.com/sign-up

If you landed there, what would hold you back from signing up?

Steve Nuttall's avatarSteve Nuttall
on August 26, 2021
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  1. 1

    Hi @Steve_N! Took a quick look, here's my feedback/thoughts:

    • 2.5% conversion isn't that bad really! If you can move it up then great, but at least now you know 400 visitors could mean 20 sign ups.
    • There's is a bit of a weird juxtaposition between the word 'Boss' in the heading and then the link in the sub text about how anyone can be a leader. A leader is different from a boss so that would reduce my confidence in signing up. Consider swapping the word Boss for the word Leader in the heading.
    • I'm not sure what these weird ribbon shapes are in the hero sections of the site, it almost feels not abstract enough cause I feel like it's supposed to be a number or something. Consider going way more abstract, or actually put some people/something more human there.
    • The social proof is way too far down the page! It's awesome that you have that, I'd consider replacing the squiggly thing in the header with a little testimonial carousel/tile thing...the sooner people can see you've got happy customers the better.
    • You should probably set some max-widths for your text content. At the moment on my larger monitor the text gets so wide that it's quite tiring to digest it all.

    I actually really love a lot about the copy, the colour palette, typography etc, nice work!

    blunicorn's avatar blunicorn
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    5 years ago
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    1. 1

      Thanks for the feedback! I'm going to be making some updates to the website over the next few weeks and I'll definitely be taking your advice into account.

      Steve Nuttall's avatar Steve Nuttall
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      5 years ago
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      1. 1

        No problem šŸ˜Š

        Obligatory IH self-promo (sorry!): you could install Squeaky for free and see what users are up to on your site šŸ™‚

        blunicorn's avatar blunicorn
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        5 years ago
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        1. 2

          No apology necessary, you gotta get word out somehow! I'm currently using Mixpanel for my analytics, how does Squeaky compare?

          I did try to take a look at your site but I got a 503 Service Unavailable when I clicked thru...

          Steve Nuttall's avatar Steve Nuttall
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          5 years ago
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          1. 1

            hey @Steve_N - the new site is now live (I mean there's no content yet, will be building it on the live domain over the next few weeks) - if you fancy trying it out, or would like a demo, just let me know šŸ˜Š

            blunicorn's avatar blunicorn
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            5 years ago
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          2. 1

            Hey, sorry Steven! We had a static page up with a basic homepage but then we decided we need to get a Wordpress install sorted out so we could actually build a proper marketing site! Whilst that's going on our URLs are a bit jumbled, I'll let you know when we've got it back in action!

            Squeaky has some similarities to Mixpanel, but at the moment the core product is session recording and analytics. Events-based tracking, segmentation and funnels will be some of the bigger ticket items in the coming few months.

            What are the main features you make use of in Mixpanel at the moment?

            blunicorn's avatar blunicorn
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            5 years ago
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            1. 1

              Thanks for the heads up on the site being back up!

              I could be interested in a demo - I'm mostly using Mixpanel for the things you don't yet support (i.e. event tracking, funnels etc) but I don't have a good way to look at what people are actually doing on my site.

              DM me and we can arrange a demo?

              Steve Nuttall's avatar Steve Nuttall
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              5 years ago
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              1. 1

                Yeah, let's plan something šŸ˜Š - IHer doesn't support DM's, you can email me via chris@squeaky.ai though!

                blunicorn's avatar blunicorn
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                5 years ago
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                1. 1

                  Doh, forgot about that! I'll get in touch.

                  Steve Nuttall's avatar Steve Nuttall
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                  5 years ago
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  2. 1

    Trying the process myself, it looks like there are a few extra steps needed to signup. Every step increases the chances to lose the conversion. Some comments and suggestions:

    iacovos's avatar iacovos
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    5 years ago
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    1. 1

      Great point about the mobile experience, and the homepage sign-up button.

      I've tried sending people straight to the sign up page before, but I worry there's not enough on there to explain what it is you're signing up for... but equally I don't want to clutter that page with a lot of content that you can easily find elsewhere on the site. Maybe I can find a happy medium...

      Steve Nuttall's avatar Steve Nuttall
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      5 years ago
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