Hi @jamesgill!
This stat was from an interview early on in our growth, and it was true when we had mainly direct response traffic coming to our website from our Facebook and Instagram ads without a lot of organic “curiosity traffic”. As our website received more organic traffic, the conversion percentage got diluted, and our focus became more on trial conversions to dollars of ad spend versus conversion percentage of total traffic. But, here are some tips nonetheless:
- Don’t use “lead magnets” - Convert cold traffic directly into a trial and use other valuable materials in your trial to paid conversion process
- Use your customer’s own language on your landing pages (check review sites, twitter, email testimonials, etc)
- Add a lot of authority building/proof points (testimonials, reviews, logos)
- Don’t confuse your website viewers with too many call-to-actions. Just the trial.