Horrible Marketing? Or Excellent Targeting?
As I often do, I did a Google search for “How to increase sales conversion rate.” I’m always looking for new ways to increase conversions, and I hope you are, too.
As you know, if you can get more of your current traffic to convert, you then make more money with the exact same traffic.
But that’s somewhat off topic. What I really want to tell you is that when I did that search, one of the paid ads that came up said the following:
“Increase Conversion Rates | 3K/Month Minimum Investment”
Whoa.
My first thought upon seeing this was these people are off their rocker. Who is going to click on that ad when they know up front they need to invest $3,000 per month to get results?
And the answer immediately came to me — people and businesses who can AFFORD to pay $3,000 a month to increase their conversions, that’s who.
This is an excellent example of targeting the exact people you want to reach. This company doesn’t want to waste time with anyone who isn’t going to make a major monthly spend, and they tell you that up front.
They actually want to discourage people from clicking their ad, so they can focus on getting the really big fish.
And if the little fish don’t click the ad, so much the better, since it’s money wasted on their Adwords campaign when people who can’t afford their services click their ad.
Bottom line: Don’t be afraid to use filters in the very beginning of your sales funnel to weed out poor candidates for your product.
You’ll save time and money, while being able to focus all your resources on the people and businesses who are a good fit for what you offer.
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