Here’s Why Your Offer’s Not Converting

Written by Charles Ngo
Written by Charles Ngo

It doesn’t matter how great your landing pages, ads, and angles are if the offer you’re running sucks. 
Affiliates have a tough time picking out what offers to test out. And if one is performing better than another, they don’t know why one offer will outperform another.
Years ago I had an offer that was doing 120% ROI. Everything was great, and my affiliate manager told me to test out this “hot” new offer. I took a look at the landing page and said nope.
The page was hideous. It had typos. The payout was 15% lower.
I didn’t bother testing it. (and it cost me big time)
A few weeks later I kept seeing this offer pop up EVERYWHERE on the top revenue sheets of networks.
Fine, fine. Let me test it and see what happens.
The “bad offer” outperformed my original one by 30%. This equaled to four figures a day profit. It was free money! I’m cringing thinking about how much money I would’ve made if I tested it when I first saw it.
I couldn’t understand WHY the page performed so much better.
Now I do and that makes me a better marketer.
I’m able to get a hint of how well an offer can perform before I even test it. If an offer is performing well, I can work with the advertiser to make it even better (and get it as an exclusive in the process)
This article will show you why some offers will outperform others, and most reasons are not obvious. This information will lead you to make better decisions about what offers you test in the future.

How Full is the Database of a Lead Generation Offer?

A Lead Generation offer is where the person enters their information such as name, email addresses, phone number, and other information about themselves. If the visitor fills out the form, you’ll get paid a commission of roughly $4 – $12.
If you complete a lead gen for solar energy, then a someone might call you tomorrow and try to sell you solar panels. (or spam your email)
What happens if John Smith enters his information, but he’s already in the database? The advertiser’s not going to pay twice for the same lead.
Why would John already be in the database?
1. He might’ve signed up years ago and forget about it.
2. The advertiser could own multiple websites about solar. John thinks he’s signing up for different solar companies, but it’s the same database.
3. The affiliate could be using a different “angle” to appeal to John.
The advertiser has tried to sell to John. They failed. They might not be willing to pay $5 to attempt to pitch to him again.
You could have a dating offer such as eHarmony. The page is optimized. It’s a brand name.
But it MIGHT not perform as well as another offer because the database is fresher.
If you want to improve the quality of your leads, then read “The Leads Are Weak? Tips to Improve Your Lead Quality

How Payment Processing Affects an Offer’s Conversion Rate

I was going to eat at a restaurant yesterday, and I saw a big sign on the door “CASH ONLY.
I didn’t eat there because I didn’t have any cash. They lost a customer and left money on the table.
This is payment processing.
If you’re selling a product, the payment processing makes a difference. What happens if the offer only took Mastercards but not Visa? (It happens). You’ll send clicks that won’t convert because they don’t have a way of paying.
In less developed countries, some of the population may not have credit cards. If the advertiser has multiple payment options (or even payment plans), then your conversion rates will go up.
Other ways to pay include:

  • Cash on Delivery
  • Wires
  • Paypal
  • etc.

If an offer converts better than another one, it could be because of the payment processing.

The Technology Behind the Offer?

The speed of the landing page. If their servers load slow, then it’s costing you money.
What about the software they’re using in the backend? Some are more likely to have clicks slip through the cracks.
It’s out of our control, but these do affect your conversion rates.

Are You Sending the RIGHT Kind of Traffic to the Offer?

The offer’s conversion rate could be lower because you’re not using the right targeting.
What happens if the offer only accepts Android traffic, but you’re sending iPhone traffic too?
What happens if the offer only takes Telcel carrier traffic in Mexico, but you send Lusacell traffic?
With every offer you want to look the targeting, and what restrictions the offer has. If you send the wrong traffic then you’re not going to get paid.
It could be an incredible offer, but it performs poorly because you’re sending the wrong type of traffic.

Maybe the Landing Page Sucks

Most people put too much weight on the offer page design when it comes to conversions. They see a beautiful landing page and assume it’ll convert higher.
A page could be ugly, but have better copywriting. It could have better testimonials and other sales elements.
Another consideration is compliance. There are rules to follow, and some advertisers may choose to “break” the rules in order to get more sales.
There could be a law that requires the checkbox visible, and another one requiring the terms and agreement to be clearly visible.
An advertiser breaking the rules could work in your favor and get you a higher conversion rate. But think long term. Could you get in trouble for this? (Yes you can) That’s where risk management comes in. It’s not worth making an extra $.50 a payout if you end up with a lawsuit for 6-figures. Think smart.

The Affiliate Network’s Role in This

We’ve been talking about the offer, but what if you’re running the offer through an affiliate network?
Now other variables are affecting the conversions such as the network’s payout, server speeds, and if they scrub you or not.
Keep it simple. If an offer’s working for you, then split-test the same offer across different affiliate networks to keep them honest.
I don’t want my article’s tone to come across as affiliate networks are “evil.” There are bad ones, and there are good ones.
If you want an affiliate network that I recommend, check out YepAds. Tell them Ngo sent you.

Don’t Worry About the Payouts and EPC

That’s right…I said it. Don’t worry so much about the payout. Here’s a simple example
Offer A $10
Offer B $9
Affiliates see Offer A pays $10, and won’t bother testing Offer B.
What if the real payouts are
Offer A $8 ($10. Advertiser scrubs 20% of the clicks, so the true payout is $8)
Offer B $9
Which offer’s better now?
What about the EPC? (Earning Per Click). That doesn’t matter either.
When I first started, I would judge an offer by the average EPC across the network. Most people would think a low EPC would mean it doesn’t convert as high. But what if someone was direct linking pop / PPV traffic straight to the offer?
The offer could get a good $3.00 EPC with YOUR traffic, but the other affiliates are driving the average EPC down to $.10. Does that mean its a bad offer?
Data is good, but understand how to read it.

Never Judge an Offer By Its Cover

You should know by now that there are so many “invisible” elements that affect an offer’s conversion.
The most important takeaway is you can’t judge an offer by its cover.
You need to test it and let the numbers speak.
Featured Image by Lena Datsyuk

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                The posts published by Charles are prepared and analyzed, including the author’s own experience…

The posts published by Charles are prepared and analyzed, including the author’s own experience…

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