Conversion Optimization and Lead Magnets

Conversion  Optimization

Brant  Bell @codeimprov

codeimprov.com

What  is  Conversion  Optimization?

“The  method  of  creating  an  experience  for  a  website  or  landing  page  visitor  with  the  goal  of  increasing  the  percentage  of  visitors  that  convert  into  customers.”

Boring  Definition:

What  it  really  means…

Analyze

TestOptimize

Measure

Content,  User  Needs,  Usability,  

Media

Develop  Plan,  Prioritize,  Dashboard,  Process

Landing  Pages,  Segmentation,  

Remarketing,  CTA,  Navigation  

Business  Goals,  KPIs,  

Benchmarking,  Analytics,  Surveys

What  is  Your  End  Goal?• What  is  your  end  goal?    – Sales  – Clients  – Referrals  – Traffic  – Clicks  – Comments  – All  of  the  above?

Why  a  proper  sales  funnel  is  key…  

Common  Conversion  Issues

• Can  get  traffic,  but  not  sales  (lack  of  products,  no  strategy,  not  offering  opt-­‐ins)  

• Can  get  sales,  but  very  little  traffic(no  social  media  presence,  word  of  mouth  referrals,  no  reach)  

• Crickets  –  no  sales,  no  traffic(lack  of  direction,  no  targeted  niche  or  audience,  confusing  messaging)

The  Truth  Hurts  (Step  1:  Analyze)• Website  Audit  • Who,  what,  when,  why  and  how?  • K.I.S.S.  method  • Home  page  squint  test    • Is  your  messaging  on  target  with  your  goals?  • Check  the  analytics  –  are  your  key  pages  performing  or  underperforming  and  why?  

• Make  ch-­‐ch-­‐changes!

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From Last Corporate day to

a month of 5k

The 5 steps I took to make it happen.

THE FREELANCE TO FREEDOM PROJECT

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55THAT YOU PROBABLY AREN’T USING

TECHNIQUES FORLEAD MANAGEMENT

SUCCESS

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TOP 10 REVENUE SECRETS FROM 7 FIGURE BUSINESSES www.digitaltriggers.io

OverviewNishant has personally spent over $100k in Facebook ads. Testing that many campaigns has taught him a few cornerstones of good facebooks ads and tactics that work again and again. He focuses on some of the top mistakes he sees being made with Facebook Ads.

Lack of Buyer IntentThe biggest mistake anybody makes, is not knowing the distinction between Fb Ads and Google Ads. With Facebook Advertising, there’s no buyer intent. We have to make sure to capture their attention and hopefully drive them towards sale. Our goal is not to sell on Facebook. Most people make that mistake. They try to sell on Facebook which is not the way to do it. Your goal should be just get the person on your website or on your page.

Few marketers spent over hundred thousand dollars in just Facebook Ads.

After doing all these different trackings and testings, we know for a fact that images and headlines are most important.

Invest In a Good ImageImages are the most important aspects of marketing on Facebook. The image might be too generic or not congruent with the actual message. People are seeing the same generic stuff over and over. They see plenty of uninteresting stuff and they aren’t going to click. You have to have something that captures their attention and is still congruent. My advice would be invest in a good image, even if it means hiring somebody to do the ad image or buying the images.

FACEBOOK ADVERTISING: 7 TIPS TO FIX COMMON MISTAKES WITH FACEBOOK ADSNishant Bhardwaj

WITH FACEBOOK ADVERTISING, THERE’S NO BUYER INTENT. WE HAVE TO MAKE SURE TO CAPTURE THEIR ATTENTION AND HOPEFULLY DRIVE THEM TOWARDS SALE.

Shortstack

Jon Loomer

SHORTSTACK

Presented by

Lead  Magnet  Examples

Lead  Magnets  Can  Include:

• E-­‐book/whitepaper  • Cheatsheet  • Swipe  files  • Video  training/webinar  • Free  trials/demos/coupons  • Example  chapters/Slideshare  material  

• Provide  some  sort  of  incentivized  VALUE

Lead  Magnets  are  Your  BFF• Make  something  of  value  &  give  it  away  for  free*  • Free  =  email  address

Where  Do  You  Put  Lead  Magnets?• EVERYWHERE  – Top  of  every  page  (Hello  Bar)  – Home  page  (Lead  Pages)  – Sidebar  (OptinMonster)  

Bonus  areas:     -­‐  Exit  intent  placement     -­‐  Within  each  post  (at  the  bottom)     -­‐  Within  each  post  (scroll  50%  down)

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Testing  1,  2,  3,  4,  5,  6

• Test  everything  and  then  test  it  all  again  • Create  split  tests  (A/B  test)  • Test  lead  magnets,  headlines,  landing  pages,  Facebook  ads,  copywriting  

• If  something  isn’t  working  don’t  force  it  –  change  it  up  instead.  Change  colors,  imagery,  etc  and  retest  

• Remember,  testing  is  not  there  to  prove  an  idea  works,  but  to  assess  whether  it  works

Stir  in  Social  Media  • Showcase  your  expertise  and  provide  value  (DON’T  try  to  sell  directly  to  your  fans)  

• RIP  Like  gating  • Build  anticipation:  give  testimonials  or  video  explanations  of  why  what  you’re  doing  is  important  or  beneficial  

• Reminder:  People  don’t  browse  their  newsfeed  hoping  to  see  content  from  your  business

Visual  Sales  Funnel

Sales  Funnels  101  -­‐  Optimize

• Combine  your  opt-­‐ins  with  your  social  media  messaging  to  drive  traffic  to  a  landing  page  (not  checkout  page)  

• Demonstrate  the  benefits  • Let  the  user  know  exactly  what  they  get  and  how  they  get  it  (hint:  make  it  as  easy  as  possible)  

• It  depends  where  you’re  at  in  the  funnel…

Sales  Funnel  Process

• Attract  à Awareness  à Interest  • Engage  à Consideration  à Value  • Capture  à Preference  à Product  Fit  • Nurture  à Action  à Decision  • Convert  à Loyalty  à Cost  Justification  • Measure

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Sales  Funnels  102

• The  freebie  hook  (email  for  you,  no  risk  for  users)  • The  small  ask  (the  introductory  discount  allows  you  to  make  some  money,  low  risk  for  users)    

• The  established  marketer  (bigger  ticket  items  like  training  courses  &  monthly  memberships  with  higher  pricing,  medium  risk  for  users)  

• The  guru  (greatest  perceived  value  for  big  ticket  items  with  high  risk  for  users)

Funnels  Develop  Leaks

• Follow  the  natural  order  –  it  doesn’t  matter  if  your  product  is  the  best  thing  ever  if  you  sell  it  for  $497  to  people  you  don’t  know  

• Establish  TRUST  by  providing  value  (remember  the  freebies  and  opt-­‐ins)  

• Offer  guarantees,  BBB  and/or  VeriSign  logos  • Get  them  on  that  email  list  which  should  now  be  growing  at  a  steady  pace…

Email  Service  Providers• Get  one:     -­‐  Mailchimp,  Aweber,  GetResponse,       Constant  Contact,  MadMimi  You’ll  need  it  to  carry  out  your  conversion  goals!

Email  Marketing  is  King• No,  really…a  large  email  list  is  like  gold  for  online  marketers/businesses  

• Email  are  prized  possessions,  10x  better  than  a  page  like  on  a  Facebook  fan  page  

• Why?  • Direct  connections,  don’t  have  to  pay  to  reach  them,  audience  is  already  engaged,  email  isn’t  going  to  fold  or  be  bought  out

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Autoresponders

• Still  give  the  user  what  they  expect,  but  here’s  your  opportunity  to  really  stick  out.  

• Make  them  unique.  Give  an  additional  bonus  or  guarantee.  Something  they  aren’t  expecting  and  will  keep  the  email  in  their  inbox  and  not  unsubscribe.  

• No  more  than  2-­‐3  emails  a  week:  latest  tips,  success  stories  and  value,  value,  value!

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ExampleAutoresponder

TimeframeCalendar

Drip  Email  Campaigns• So  you  have  a  user’s  email  address?  Now  what?  • Drip  content  and  alternate  your  messaging.  Segment  your  list  based  on  those  that  have  made  purchases  and  those  that  haven’t.  

• Customers  might  have  to  see  a  message  7+  times  before  making  an  eventual  purchase.  

• Don’t  be  sleazy  and  don’t  give  up!  • Split  test  and  make  changes  here  also.  

Make  Users  Feel  Appreciated

• Share  tips,  facts,  infographics,  videos  • Use  the  same  brand  voice  for  all  your  material  • What’s  the  value  of  one  sale  compared  to  that  of  a  lifetime  customer?  

• Always  add  to  the  conversation  and  help  out  when  possible:  Facebook  groups,  LinkedIn  groups,  Google+  communities

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Facebook  Group

LinkedIn  Group

Google+  Communities

X-­‐Factors• Social  media  activity  – Facebook  ads  and  retargeting  (Jon  Loomer)  – Blog  posts  and  expanding  your  network  (JustRetweet,  Triberr)  

Website  – Choosing  the  right  look/template  (Themeforest)  – Timely  and  relevant  posts  directed  to  the  right  audience  (Buzzsumo)

Measurements,  Pt.  1• Measure  every  step  of  the  process;  how  many  steps  does  it  take  to  get  users  where  you  want?  

• Business  goals  –  you  can’t  manage  what  you  can’t  measure  (lead  generation,  downloads)  

• KPI’s  –  don’t  put  an  emphasis  on  FB  likes!  • Distribute  surveys  • Web  analytics  –  goals,  content  pages,  referrals,  search  terms,  bounce  rate,  duration,  etc.

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Measurements,  Pt.  2

• Breakdown  your  funnel  analysis;  fix  leaks  • Align  keywords,  landing  pages,  calls-­‐to-­‐action  • Mining  search  data;  what  are  users  looking  for?  • Integrate  user  testing  and  analytics  (eye  tracking,  heat  maps)  

• Check  email  open  rates  and  clickthroughs  • How  can  the  user  experience  improve?

Make  Your  Website  Engaging• What  is  you  site  used  for  and  can  users  achieve  your  intended  goal?  

• Study  pages  with  low  bounce  rates  and  examine  what  makes  the  page  so  effective.  

• Lack  of  time,  resources?  Get  creative  with  automation  (Hootsuite,  Buffer)  

• Take  your  time  and  do  things  the  right  way.  Build  trust,  provide  value,  repeat!

Questions?

Visit  codeimprov.com  for  more  social  media  tips,  Wordpress  tricks  and  graphic/web  design  tutorials.