In Customer’s Shoes

Test with Adwords, Then Make Money with Twitter? Wrong!
I used to think: Write a sales page, drive Google Adwords traffic, test it. With a decent conversion rate, start to drive serious traffic from social media, banner ads, etc. This is, what happened:

  • Signup rate from people coming from my blog: 15%
  • Signup rate from people coming from Google Adwords: 5%
  • Signup rate from people coming from Twitter: 0%

I got lots of traffic from Twitter, and people seemed to be interested. But no conversion! Adwords remained at 5%. From my blog the traffic numbers went naturally down. I cannot write posts promoting the same offer day by day.

Putting Myself into Twitterers’ Shoes
I was scratching my head for several weeks, hoping to get at least one or two conversions from Twitter. After a while it seemed that even the click rates from Twitter went down. Naturally, because my followers knew the offer, as my blog readers did. Anyway, I was careful enough not to damage that Twitter account, it is still growing.
So, what does that mean? Is Twitter traffic useless? I do not think so, and I know that other people get conversions, signups etc. from Twitter.
I drew two conclusions: The page must be reasonable for people coming from search engines, and for people coming from my mailing list and blog, but not for Twitterers.
Thinking about the reason, I came up with the following conclusion: The signup page was, as thousands, driven by flash videos. But further investigation let me to conclude, that a Twitter link is rarely leading to a video.

Mobile Users Have Different Priorities
A little further brain wrenching reminded me, that even the emails with video links I get, do not work, as long as I open them on my mobile device, because the handset does not show flash.
In fact I use the email on my Palm to skim through the emails, to see if there is something I need to respond quickly. But all these video emails are left to my desktop, and I check them, if and when I have time and desire to do so.
Twitter is strongly geared towards mobile users. They may have difficulty to watch a flash video. And a Twitter user has often a very short span of attention. He may just to get a glimpse about what’s going on in his arena, between leaving the plane and picking the luggage. And unlike emails, tweets go away. They are not saved for later inspection.

Landing Page Must Correspondent to Traffic Source
This consideration seems to explain why my video page did not work with Twitter. And, while investigating, my brain reminded me that I should copy the ones, who get already results. Many of them seem to promote their blogs on Twitter, and then using their blogs to promote their money making stuff.

What do you think? Did you observe the same phenomena? How did you solve the problem? Please share your insight and leave a comment.

Social Media and Search Engine Traffic

There are two types of traffic:

  1. Traffic which comes from internet users who find you thru search engines, or by following a link, paid or unpaid, to your site.
  2. Traffic coming from mailing lists or socal networks, which you can induce by sending an email to your list, or by making a post to facebook, twitter etc.

Know The Difference
I do not have direct influence, when people search for, lets say a flight from Mumbai to Frankfurt. And if they reach me, they are not very likely to trust me with their credit card information, because they do not have a real clue, who I am.
People, whom I reach thru my mailing list, or Facebook and Twitter, had a chance to learn a lot more about me. They have an idea whom I am. This makes it is easier for them to trust me.
And I have the opportunity to tell them about a hot offer, when it is available. And sometimes, I can give an advance notice, before a price is going up. This makes them much more likely to buy. Why? Because my offer is timely, and because they have a chance to know me as a person.

So, there is a sequence from first time visitor to member of a mailing list, and/or to connect via social media. This allows us to develop a relationship and trust..

Frank Kern ist a master teacher in that. Watch his free videos and read his detailed report.