Nick Fisher explains why ad campaigns are generating more leads but fewer people showing up. The culprit: removing the timer on the booking page increased applications but lowered intent. He recommends testing a 2-3 minute timer and reviewing recent changes to ad targeting and creative.
So it's ad targeting, creative changes and then the button pop on the bsl. Almost always the no show prompts I can chalk to is identifying where it came from. Difference in ad targeting. I would try to, I'd try to like figure out where the, where it started to happen and then just be like, hey, if it's the agency still running your ads, could you tell me what changes happened? What targeting and creative changes did we make this week? Bringing it back to that week so you can understand why it might be happening. If there was nothing and usually there's something. Usually there's something and if there's nothing, then the second biggest culprit, maybe the first biggest. But first or second biggest is button pop. So it's ad targeting, creative changes and then the button pop on the BSL almost always. So I would look there and see if you can correct something that got a little bit loose.
I think that might be actually. So just just to add to that point, we. The button pop. We did actually remove the timer because we ran a split saying how many more apps can we get? How many more, you know, qualified apps applications can we get if we had no timer and the no timer one. So maybe overall you're getting people with less intense.
Correct. That's. Dude, I'm 99.5% sure that that is the issue I've run into so many times with the ESL funnels.
I guess we'll have to, we'll have to find a way to get those people that have lower intents because they there's no timer. They don't have to watch anything.
Try going somewhere in the middle. Like usually my inch up in between is two or three minutes and then if that boosts your show up rate, then you're like, okay, cool, so we're getting a slightly higher cost and then it's up for you guys to determine because the business outcome might be better if you took it off. But if no show rate goes down to a certain point and then the sales reps start to lead because of it, then all of a sudden you're like, shoot this. A B test actually made sense in a vacuum. But now it doesn't anymore. So I'd be careful with the button pop.
