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Conversion Case Study: How I Made $7115 From 85 Unique Visitors

Posted By Guest Blogger 24th of March 2014 General 48

This is a guest contribution from Marcus Maclean, of The Million-Dollar Case Study.

Image from DryIcons

Image from DryIcons

Over the years, I’ve created and sold several “how-to” information products online, but none have been as successful as The Million Dollar Case Study. Within days of launching the site, I made $7115 from the first 85 unique visitors.

Since then the site has continued to grow steadily, and I’m still amazed at the conversion statistics. Currently, the squeeze page converts at 67% and the video sales letter at 8.2%.

If you’re struggling to convert browsers into buyers, here’s the exact strategy I’m using. It works in any niche, but it’s particularly effective in competitive, popular niches.

First Off, Your Product And Market Are Everything

Without a doubt, the number-one factor in my success so far is the product and market. The reality is, people in the “make money online” niche are ready and willing to spend money on products they like. Case studies are generally popular in most markets, but especially so in the internet marketing sphere.

If you have lots of traffic but very few conversions, I would take a good long look at your niche and product or service. Ask yourself honestly, “Are there enough interested buyers around?”

If you’re not sure, I highly recommend paying a visit to the ClickBank marketplace to find out. Simply find the category you’re involved in and see if there’s lots of products with a decent gravity (more than 20-30). If there are, you’re in a good niche; if not, that’s your basic problem.

Ignore The Crowd

The single most important factor in improving your conversion rate is your sales letter. If it works, you have a license to print money. If not, again, you’re fighting a losing battle.

The good news is, it’s very easy to get a sales letter or video to convert, but the key is to go against the grain. Most internet marketers copy each other and that simply doesn’t work anymore.

This is the simple process I use that works very well:

First off, I interrupt the same old, same old. Most people expect to hear a long boring sales pitch or a hyped up motivational success story. So I do the exact opposite. I get straight to the point and reveal exactly what my product does, and more importantly, who it can help and who it can’t.

I’m honest about my intentions. I have no idea why most marketers “hide” the sale until later in the sales funnel, when all you have to do is let people know that you’re in business to make money. Everyone knows that anyway, and it makes it a lot easier to ask for the sale.

Authority, customer advocacy and hope are my most powerful weapons. I’m not afraid to assert myself as a leader, let people know that I have their best interests at heart (because I actually do) and inspire them to take action.

My product is unique, different and interesting. If you’re just another “me too”, it’s very difficult to stand out in today’s marketplace. That’s why I created a case study; instead of teaching people how to make money online, like most people do, I’m just showing what works.

Finally, I use an ultimatum. This strategy is controversial, but it works. I force people to make a decision by giving them a deadline to buy. If they remain indecisive or on the fence when the time limit expires, I simply take them off my list.

The Real Money Is Made On The Back End

Membership sales have steadily grown since launching The Million Dollar Case Study, and it’s nice to have a regular, passive income, but the real profits come from coaching fees.

The truth is, your front end offer very rarely makes much money, especially if you’re paying for traffic. So the key is to offer a high ticket product or service on the back end to make up the difference.

As long as you’re providing genuine value to your customers, and you’re being open, upfront and honest about your expertise and how you can help them, it’s a fantastic way to earn a living.

One Other Thing – I’m Passionate About My Niche

I’m a firm believer in selling products and services you care about, that you’d personally buy yourself. If you’re not successful online, that’s something you should definitely think about.

In the past I’ve sold products in the weight loss and search engine optimization niches. They sold well, but it was always difficult to motivate myself during the tough times.

Once I started doing what I loved, and selling products and services I believed in, it made my job a lot easier. And besides, your customers can pick up on your enthusiasm, so I believe this is one of the most important factors in determining your conversion rate.

And That’s It

As you can see, it’s not hard. If target the right market and sell what people buy, that’s 90% of the battle. Of course, split testing different elements on your page is important (headline, sub headline, benefits, testimonials, the call to action button and so on), but at the end of the day, if no one wants your products or services, you’re fighting a losing battle.

Marcus Maclean is the founder & CEO of The Million Dollar Case Study, a live video case study detailing exactly how he’s building a brand new million dollar membership website from scratch. To watch the case study unfold, click here.

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  1. Hi Marcus,

    Your Million dollar case study is great. It teaches me lots of new things in this post. I will also try this with my blog. I hope this thing must help me.
    Thank you for sharing this great article buddy…. :)

    • No worries Nikhil, glad I could help. Good idea about doing a case study on your blog. They’re very powerful and, of course, interesting :)

      One suggestion would be to start small. Do a traffic and conversion case study where you make $10 a day from scratch, something like that. Then scale up from there.

    • Really Marcus, This very useful advice and information for the person like me who are struggling get single dolor online. Like you said to ignore crowd, is really eye opening.

    • These will really help you only if you will be taking action after reading this article. Many that have read and like it will not make nay money because they have not taken any action

  2. You know I am launching my membership website in 8 weeks. but we have more of like 19 years old users most don’t have paypal or Bank accounts and there parents know nothing about internet.

    so I believe traditional strategies might not work for us, Marcus can you suggest me something about this kind of niche. we are in an educational niche.

    • Hey Muhammad, unfortunately you’re facing a long, permanent uphill battle you simply can’t win. I know this might not be what you want to hear, but I suggest starting from scratch in another, more profitable niche. The biggest mistake I made was trying to sell to people who couldn’t/didn’t want to buy. Would hate to see you go through the same experience!

      • I also agree with this answer it not about having big numbers but number that will be ready to spend. It will even be better to have a small number of only those that will be able to spend some money only then you will make it in this industry.

        Many will tell that you money is in the list but I do not agree with that because of the same reason. You might have a list email address that are for people that are not interested in that niche or are not capable to spend.

        So the right thing to say will be money is in the list of the active subscribers.

  3. Good Advice, thanks.

  4. Very interesting Marcus. It sounds like The Million Dollar Case Study is really doing well so far. I watch with interest. :)

  5. Hi Marcus

    Thanks for your tip. Just another renergizing, rejuvenating mindset to follow your advice like many others have said. Its all good stuff.

  6. Great post Marcus…! I have been practicing the same concepts myself for 5 years now, and each year get’s better and better… Thanks again for the reminder of being real and offering value.

  7. Passion in the Niche is most weapon to archive this high conversion, I see that nowadays many folks use the outsourcing for the content and they donot really know about the topic.

    • Absolutely. It’s crazy. I wonder how people can expect to sell information products that they wouldn’t buy themselves?

  8. Hi Marcus,

    Good point you made. Passion is the one of the most powerful habit to have when the times are hard. I find it is pointless to be in a niche when the niche is not something you have in common. One of the thing you can do is to have a lot of interests in life.

    Explore things in life you have not tried and you can build your passion in those. That’s a piece of advice i can give to your readers.

    Thumbs up for this post.

  9. Hi Marcus, you couldn’t be more right about the product choice. Even the world’s greatest digital marketer is going to have trouble selling a product no-one really wants. Then again, sometimes it takes a subtle shift in perspective to get sales moving again – but I like your ‘opposite’ approach. I don’t find much value in old 3000 word sales letter either. Ain’t nobody got time for that! Nice post :)

  10. I have already tried with some products but failed at initial state. May be my selections were wrong. After reading your details, I’m going to test my skill once again.

    “$7115 From 85 Unique Visitors” is really astonishing for me but hope to reach a significant level with this start-up.

    • Marcus says: 03/26/2014 at 7:31 am

      Hey Tiploo, failure is the best way to learn. At least now you know what not to do. Next time, just make sure you stick with a profitable niche that you’re passionate about, and you should be golden.

  11. Being clear about what you offer Marcus is why you generated this income from 85 uniques. Well written post! Clarity reigns supreme in the marketing game.

    Thanks for the share. Tweeted to my 27K followers!

    • Hey Ryan, couldn’t agree more. And funnily enough it’s something I’ve struggled with. It’s funny how the simplest things can sometimes be the hardest.

  12. Hi Marcus,
    Thanks for u r great advice. You have earned a lot through only 85 visits. :)

  13. Hello Marcus – Thanks for sharing this case study which teaches lot of important points that we need to focus on to realize the benefits of traffic we generate to our site

  14. You cannot overestimate the importance of the sales letter. It doesn`t matter how good your product is, with a bad sales letter you won`t sell it.

    I`ve learnt it the painful way. Nothings says “your sales letter is bad” more than having no sales.

    From a customer perspective: if I don`t understand the benefits of a product and what problem it solves for me I won`t buy it.

  15. Thanks for the advice. I think that staying honest with your customers is the most important thing especially in the make money online niche where people are afraid of scams. I’ve got the same problem in the psychology niche though, having to make sure that you are a credible authority.

  16. Really a great case study which can help people like me.I completely agree with the point ‘Passion is the one of the most powerful habit’.Really thank you so much Marcus for sharing this.

  17. Awesome guest post Marcus and congratulations on your success.

    Thanks for sharing your formula. I’m not sure the ultimatum, sounds a little harsh but I do like your ethical approach. Makes a refreshing change in the IM industry. :)

    And I’m behind you 100% when it comes to being passionate about your niche and REALLY caring about your prospects and customers.

    I’ll definitely be bookmarking this for future reference.

    Have an awesome day!

  18. Hi Marcus

    Interesting post. I’ve recently started to experiment with paid downloads on my blog.

    My next challenge is to build the traffic mix to include paid channels whilst not eroding profits… It’s an interesting balance to experiment with.


    • Marcus says: 03/26/2014 at 7:35 am

      Hey David, a word of advice, you’ll need a high converting front end offer if you’re going to run paid traffic. And remember that each different source (PPC, solo ads, banner advertising etc) will respond differently, so you need a separate landing page for each campaign. You’ll need to do a lot of testing and tweaking to make it work, but it’s definitely a good option for scaling your business.

  19. Marcus, Thanks for the very clear, concise and honest advice. I’m an author and my product is sold through online vendors who purchase books from the publisher. I provide a blog to attract viewers and links to Amazon for my books. Would this type of product relationship change your advice?

    • Marcus says: 03/26/2014 at 7:39 am

      Hey Steve, my approach is definitely not “one size fits all”. In your situation, I would probably use the blog to drive targeted search engine traffic to your Amazon links. For example, if you’re in the weight loss niche, I would go after a keyword like “how to lose belly fat”, write a useful article and then plug the Amazon link at the end.

  20. Very inspiring information thanks Marcus. I’m just starting out in the make money on line niche and putting together my first product to sell and I’ll. Come back to this post when I’m. Putting together my sales letter thanks :-)

    • Marcus says: 03/26/2014 at 5:02 pm

      No worries Yvonne, glad I could help. Best of luck with your product (but you won’t need it!).

  21. Nice post author, As being a new blogger this post was proved very important to enhance my knowledge . Thanks for posting such kind of post please keep on doing

  22. Wow! this is amazing post. very well explained, whilst keeping it simple. Thanks so much :)

  23. Tnx for sharing my friend,
    When i first read the headline i got shocked, but it is possible.
    Just targeting to right market.

  24. Awesome article. Will definitely help me improve my blog. ;)

  25. Awesome article. Thank you marcus

  26. Just 85, Ohh sounds unbelievable. I wish I can do the same, me and many others.

  27. It is really great achievement to earn so much in a few days and that’s too from the 85 unique visitors only. Great article and it teaches a lot about how to sell and giveaway products online and how it ca change the course of a website.

  28. Thank you so much for sharing this case study it has really encouraged me when it come to making money online.

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