More Conversions?

[Blackeagle]

I have implemented a PPC campaign after reading all the tips on this forum. Things are going well. In my opinion the largest downfall to more conversions is the price of my product (conversion rate is profitable at the moment, but I want more $$$). I now have a cheaper version that I would like to market to the same traffic as a second option in case the price is to high on my current premium product.

My current site from start to finish is pushing my premium product. How should I change my site content to reflect that their is a cheaper version with a few less features and gear this product towards the non-buyers of my premium product without taking many if any sales away from my premium product?

Should I throw the cheaper option out as a last resort or should I talk about it from the beginning also?

Thanks!

[Shakil]

BlackEagle,

Welcome to Webmasterwrld, glad that all the posts have been of help.

Personally We market our product on Service and Quality rather than price, when everyone else dropped their prices, we increased ours.

Every industry/product is different and only you know what can work, why not offer them a special offer on the "basic" product but which then allows them to upgrade to your premium product at later stage?

Shak

anyway good luck.

[SlyGuy]

Welcome to WebmasterWorld [webmasterworld.com], Blackeagle.

As with Shakil, we offer our products to customers who don't mind paying extra for quality. At the same time, it is easier to turn over cheaper products. With that in mind, is it possible to create a new website for the reasonably priced product? You'd be able to cover both customer bases without "contaminating" either product line.

- Chad

[Eric_Winter]

Could the high end and low end folks be differentiated by their search term? If so, you could point the different clicks to different landing pages (or do some programming to make the page display conditional upon what the search was before the clickthrough).

If it's a serious concern and you think that differentiation might be possible, start tracking the sales back to the search term and look for trends.

[Brett_Tabke]

Ditto what the others said. Emphasize your unique selling point and drive it home from the top to the bottom of the page. What makes you guys worth the extra?

[redlion]

Another tip: look at your keywords for generic words that might drive lots of traffic but few conversions.

Bid lower on these - number one position might be hurting your ROI - and pre-qualify the search term by making as clear as possible exactly what you offer. Your traffic might go down - but if you ROI stays the same, why worry? (Unless branding and raising market awareness is an objective).

Calculate your average CPC for all you words, then do it again minus the generics. If the average CPC falls alot, then this provides good evidence of this.