Creating Emails and Landing Pages that Convert

Audio Transcript Auto-generated

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  Hi, everyone.

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  I'm Chris daily and welcome to my session today on

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  creating emails and landing pages that convert.

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  I'm excited to chat with you guys.

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  We have a really limited amount of time, so I'm

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  gonna jump right into things.

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  Um, over the last year, customer behavior has been changing

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  faster than it ever has.

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  With Three Cove in 19 stuff has been going on

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  this year, as well as all kinds of natural disasters

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  and just normal shifting customer behavior that happens on a

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  year to year basis on DSO.

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  It has become more important than ever for us to

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  pivot as marketers.

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  Um, Thio, stay up speed with changing customer behavior.

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  However, there's a lingering question in the air, which is,

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  I know that I should pivot, but I don't know

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  what exactly I should do.

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  And that's an excellent place to be, is a marketer,

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  because it leads you to ask a lot of really

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  great questions.

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  So what I'm going to talk about today are some

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  ways that you can figure out what you should be

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  doing. What how you should be pivoting is a marketer,

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  and what exactly has changed about your customers behaviors So

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  I'm gonna talk about six things you could test.

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  We're gonna be talking about a B testing.

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  So six things you could test on every email on

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  landing page, toe uncover what your customers want in order

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  to convert.

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  And then at the end, I'm gonna go through some

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  low hanging fruit for e commerce and lead generation that

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  if you're not doing you should be doing eso.

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  I'll go ahead and cover and review the six things

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  that we're gonna cover today.

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  We're gonna talk about your value propositions.

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  We're gonna talk about call the actions on your website.

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  Um what?

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  They should what?

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  You know what, What they should do.

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  We're going to talk about content.

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  Hopefully, you're here at this conference to learn about content.

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  We're gonna talk about things that distract and divert your

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  customers from converting.

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  We're gonna talk about things that cause anxiety, and finally,

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  we're going to talk about mobile responsiveness.

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  So I'm gonna go ahead and go into the first

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  one here, which is value propositions.

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  Okay, So your value proposition is what exactly is it

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  that you're offering or how is it different or unique?

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  Now, as a marketer, I can almost guarantee that if

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  I was to ask you those two questions you could

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  list off 10 to 15 things.

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  Also, top your head within 10 seconds.

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  You could tell me.

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  Well, we offer black widgets that are sourced in the

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  United States.

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  Um, you know, they're made from all natural materials, recycled

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  materials. They we offer free shipping and free returns.

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  Um, et cetera.

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  I mean, that you could tell me a bunch of

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  value proposition, But this last question that I asked is

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  the hard one, which is Do you know, with data

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  which value proposition or value propositions create a conversion response?

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  Clear. If I was to ask you that most of

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  the time, what most businesses answer me with is Oh,

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  yeah, I know we have data.

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  I mean, we talked to our customers, and we know

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  that they care about this thing and wrong answer.

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  Um, that's not data.

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  That's and you know, some kind of anecdotal evidence that

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  that's what people care about.

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  The only way that you can uncover which value proposition

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  or propositions create a conversion responses to test all of

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  them against each other.

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  Eso the purpose of value proposition is this math equation

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  of the bottom.

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  Somebody's motivation to convert is equal to the perceived benefit

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  of your product or service, minus the perceived cost.

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  And there's all kinds of perceived costs that we'll talk

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  about later.

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  The value proposition is intended to enhance or communicate the

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  benefit. So let me show you an example of how

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  we might communicate value propositions in an email headline, email

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  headlines or one of those few things that you should

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  and ought to test in an email.

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  Eso Here's an example of a classic email headline, right?

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  And obviously you'd be able to Seymour on desktop than

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  you can on Mobile on.

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  By the way, I'm gonna show test examples of both

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  email and landing pages.

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  The principles that we're going to talk about are equally

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  applicable to landing pages, Emails adds.

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  Whatever it is that you're running, you contest these same

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  concept. So if you don't do email testing but you

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  run ads for company just, you know, just substitute email

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  headline for at Headline or for landing page headline, for

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  that matter.

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  Okay, so here's a classic email headline.

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  Middle of you join us for our pre launch weekend

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  so There's a little bit of information in there.

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  Pre launch weekend is really the Onley value proposition that's

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  in there, right?

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  So you test adding in just one additional value proposition.

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  In there, you add a little pipe bar in there,

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  you simplify the pre launch weekend and add in quality

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  homes and opens increased by 74% almost double the number

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  of opens.

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  Just a adding in one additional value proposition into that

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  headline. Okay, so that tells you that your value propositions

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  are valuable and you could dramatically influence people's behavior by

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  adding or replacing certain value proposition in your headlines.

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  So where would I go from here?

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  Well, now we've got essentially three things that we could

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  put in their view.

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  Prelaunch weekend quality homes.

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  What are other value propositions that could put in there?

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  So we have all three of those.

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  We just have to those should we only have one

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  right. It's obvious that value propositions matter for open rates,

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  so I would dig deeper here.

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  The next test question we'll take a look at is

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  what value proposition should we highlight and reviews?

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  So here's a website that that I tested that had

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  a video on a page.

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  A video testimonial next to the video on the landing

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  page had a little, uh, text snippet.

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  It was a quote from the video.

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  That amazing technology.

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  Amazing people.

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  Amazing team.

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  When I asked the company why did you put this

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  text on the page?

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  There were two answers.

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  Number one.

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  Well, probably doesn't really even matter.

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  They're just gonna watch the video.

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  And second, what else do we put there?

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  I mean, it sounds good.

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  Looks good.

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  So that's always a red flag for me, that's a

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  good opportunity to test.

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  So we tested different value proposition calls from the video.

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  So the first one was savings.

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  Focus in the video, they said we save 17 grand.

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  Who doesn't love saving 17 grand.

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  Okay, so a dollar savings focus.

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  The second thing that we focused on just how quickly

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  you could sell your home.

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  So this is a platform that you can sell your

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  home online so that stocks have talked about Oh, we

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  had a listening after one day and had an offer

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  in two days.

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  Right? So quick.

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  The third variation that we tested waas a quality of

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  service. So it was a story about them calling a

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  customer service rep and then picking up at 11 PM

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  Okay? We tested all those three against the existing website

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  in the variation that one by a long shot was

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  the quality of service call out.

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  Now, that was a shocked, I think everybody especially to

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  me. I thought that the money savings was gonna win

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  because, well, money is a huge motivator, isn't it?

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  But in this case, for this audience on this landing

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  page, the quality of the service was much more important

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  than the savings.

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  So just think about once you know that, how will

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  that affect your marketing?

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  How will that affect your ad?

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  Copy. How will that affect the emails that you send

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  out? Hopefully, it will have a massive influence.

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  And you'll change from whatever messaging you're using to finding

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  stories like this.

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  Right? So this can help us uncover massive ways that

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  we can influence our customer behavior on our website just

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  by changing out the value propositions that we're focusing on

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  in our messaging.

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  So I would just ask yourself what you know.

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  What are your value propositions on your email on your

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  landing page on your ads.

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  Are they easy to identify?

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  Do you know with data which ones create a conversion

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  response? Okay, that's gonna move us on into the next

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  part. So these are my two beautiful daughters.

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  They're the most adorable creatures on the planet.

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  And we went to a photo shoot, and we told

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  them, act like you guys love each other.

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  So this is what they did.

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  You know, my oldest tried to kiss my youngest.

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  My just like, uh, now what we wanted them to

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  do is put their arm around each other and smile.

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  The problem is, what we told them to do was

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  act like they love each other.

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  So we have a call to action problem on our

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  hands here.

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  So we're gonna talk about called action.

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  One of the most important things that called action is

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  that you need to tell people specifically what you want

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  him to do.

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  Not necessarily because they're idiots or because their Children, Although

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  people do behave very similar to Children on when they're

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  online, but because it's reassuring emotionally, tow us.

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  Well, we know exactly what we're supposed to do, so

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  I often have my clients do what I call the

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  two second role, where you take a look at the

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  at your page and within two seconds identify what is

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  the obvious thing that you're supposed to do on this

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  page. Now, if you can't figure out within two seconds

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  what you're supposed to do on the page, that your

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  customers are going to feel anxiety, Okay, so one of

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  the best ways and one of the simplest ways to

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  make it easy to know what to do is to

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  use color contrast.

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  Make sure that you're called action stands out.

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  Make sure that it's very obvious.

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  Make sure to the to the untrained eye your eyes

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  going immediately.

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  Go to the called action because again, psychologically, subconsciously, we

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  like feeling like we know what we're supposed to do.

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  Okay, so here's an example.

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  Another test question of how we could feature called Action.

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  So here are two different emails, one that has a

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  single called action, one that has multiple called actions.

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  Now there's rationale behind both.

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  A single called action can provide a simple clear called

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  action, but multiple called actions can can give people a

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  backup right, so it's like multiple called actions if they

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  don't like the first one.

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  That may be the second one will apply.

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  We have a lot of people viewing our emails, and

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  so they might not only need one called action.

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  Okay, so these two were tested against each other and

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  the one with a single called action resulted in almost

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  four times as many clicks.

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  371% more clicks insane, Right to think about the power

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  that are called actions have.

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  Now, I'm not saying that you should only have one

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  called action on your email.

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  What I am saying is testing the amount of called

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  actions you have can result in huge behavior ships.

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  Look at your website.

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  Look at your home page.

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  How Maney called actions do you have on your home

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  page? My guest is if I looked at any of

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  your home pages, you probably have 10 called actions on

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  your home page.

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  That's a great thing to test.

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  How many of those should we have?

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  Chances are, you're probably distracting people.

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  You've got too many on there.

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  Okay, here's another one where we tested called action language

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  and what language we should use in the actual called

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  action button itself for social need, Examiner.

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  So they had a little pop ups that download now

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  download now, incidentally, was the result of a previous test

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  where there was other things like download.

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  Now get mine.

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  Um, you know, other things like that.

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  Click here.

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  Download. Now is the winter.

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  So we were digging a little bit deeper here, so

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  we tested.

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  Download. Now, download instantly, and it's download.

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  Now, you're probably gonna look at me and say, What

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  are you an idiot?

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  Crystals all say exactly the same thing, right?

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  However, when we tested instant download, we increase conversions by

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  almost 13%.

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  It almost says the exact same thing is download now,

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  right. However, the language instant download, for some reason resonated

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  with our audience.

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  Maybe it felt faster maybe as marketers, because this audiences,

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  marketers, maybe they're sick of download now as language.

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  And so instead, download was different enough that it captured

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  their attention.

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  Whatever it waas, the bottom line is the very language

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  we use in our called action can have a massive

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  impact on our conversion rates.

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  So you need to test even the language that you

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  use in a button.

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  Now, I'm not saying that's gonna have that kind of

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  impact for all of you.

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  But for some of our audiences, the language, the placement,

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  the number of called actions that we have dramatically impact

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  whether or not someone will convert.

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  So I would, you know, go through and ask yourself,

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  Can you identify your called action?

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  Could it stand out Mawr?

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  And do you know the best called action for your

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  pace? You know, the best language, etcetera.

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  What should you be telling people to dio if you

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  don't then go in and test those things?

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  Okay, so next we're going to talk about content, the

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  very purpose of this conference that we're at.

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  So there's a few questions that I typically ask people.

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  These are the questions that regardless of whether you're testing

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  and add a landing page, an email, you should ask,

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  which is how much content should you have?

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  Do people want a lot of content?

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  Do they want a little bit of content?

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  You also wanna ask, where should it be?

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  Okay, so should I have content on my ab, my

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  email or my landing page or all three?

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  And if it's on the landing page should be above

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  the fold below the fold, right?

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  And finally, what format should you use for your content?

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  You could use bullet points.

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  You could use value statements and benefits.

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  You could use pain points.

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  There's all kinds of different things that you can say

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  for your content.

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  So I'm just going to show you one example of

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  these three here.

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  Okay, so this is how much content And in what

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  format does the audience want?

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  It's another pop up for social media examiner.

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  I like using social media examiner because they get a

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  ton of traffic, millions of visitors per month.

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  And so every small impact we make in the needle

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  drives tens of thousands of additional conversions.

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  Yeah, so you can see here this is a pop

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  up to capture email addresses and we have a paragraph

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  of content here.

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  So we took a look and said, Well, maybe people

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  don't want a paragraph of content.

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  Maybe they want just a single sentence.

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  So we reduced that paragraph down to a single simplistic

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  sentence and we said, Well, maybe people want that whole

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  paragraph, but maybe they want bullet points instead.

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  Bullet points there so much easier to consume, right?

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  So we took all of the paragraph content literally word

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  for word and put it in the bullet points.

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  So it says the same thing.

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  It just looks different now.

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  My prediction was that this variation was gonna win.

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  This looks better.

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  To me, it seems more consumable.

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  However, when we tested both these variations, both of those

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  variations performed worse than the full paragraph of content.

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  It's like, you know, mind going now.

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  What did that tell us?

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  We'll tell us a couple of things.

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  Yes, the formatting of the content matters.

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  The amount of content matters.

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  I also told us that people like reading paragraph style

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  content on the site.

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  Shocker. It was very interesting.

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  Um, so of course, now you go to all right.

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  Well, if people want a paragraph style con of content,

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  maybe I should do that everywhere.

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  Maybe I shouldn't use my bullet points all over the

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  place. Maybe I should test what exactly this paragraph says.

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  That's kind of that's where we went next on this

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  test was testing.

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  What is the what are the sentences that we have

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  that comprised this paragraph?

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  It's very interesting again, So I want you to look

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  at. Do you know how much content you should have?

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  Do you know if you should have more or less?

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  Do you know where it should be?

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  Have you experimented on both email and landing pages?

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  All of these things apply equally on email landing pages.

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  And I would also add in ads, although you're a

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  little bit more limited on the format.

• 15:35 - 15:37

  All right, so we've talked about We've talked about your

• 15:38 - 15:41

  value propositions, which are a critical component of your conversion

• 15:42 - 15:44

  funnel. We've talked about the call to action, which is

• 15:44 - 15:45

  arguably the most important part.

• 15:46 - 15:48

  We talked about content, which you have to have.

• 15:50 - 15:52

  Now let's talk about some things that you really don't

• 15:52 - 15:52

  wanna have.

• 15:53 - 15:55

  So here's another picture of my beautiful daughters.

• 15:55 - 15:59

  They asked him to go clean their room and 20

• 15:59 - 16:01

  minutes later, went in and found this mess.

• 16:02 - 16:03

  So what happened here?

• 16:04 - 16:05

  What was the problem?

• 16:06 - 16:07

  Part of the problem.

• 16:08 - 16:11

  Waas. There were so many toys and there to play

• 16:12 - 16:13

  with. The kids got distracted.

• 16:14 - 16:16

  They ended up playing instead of cleaning.

• 16:17 - 16:20

  Now I can't tell you how many websites I have

• 16:20 - 16:24

  seen. They have too many toys, too many things for

• 16:24 - 16:27

  people to play with, and it ultimately hurts our conversion

• 16:28 - 16:30

  rates. Okay, so there's a few questions that I typically

• 16:30 - 16:31

  ask when I call this.

• 16:31 - 16:34

  The first is what could be distracting people from your

• 16:34 - 16:34

  call to action.

• 16:35 - 16:37

  I'd like you to make a list of all the

• 16:37 - 16:40

  things that might be distracting from your primary called action.

• 16:41 - 16:44

  There's lots of things any contracting colors on your site

• 16:44 - 16:46

  that are not your called action could be a distraction.

• 16:47 - 16:49

  Images, images, air hugely distracting again.

• 16:50 - 16:51

  That may be a good thing or a bad thing,

• 16:52 - 16:56

  but images draw our I psychologically other offers.

• 16:57 - 16:59

  So if you have a primary called Action and then

• 16:59 - 17:02

  secondary called actions like we saw on the email, that

• 17:02 - 17:06

  could be distracting videos, links, pop ups, anything, really, that's

• 17:06 - 17:08

  not your call to action could be a distraction.

• 17:10 - 17:12

  Okay, so let's take a look at the landing page

• 17:12 - 17:15

  here. This is for a company called Today, So Disneyland

• 17:16 - 17:16

  vacation packages.

• 17:17 - 17:18

  So we looked at the site and we thought, What

• 17:19 - 17:20

  is it that we want people to do?

• 17:20 - 17:22

  We want people to fill out that form at the

• 17:22 - 17:24

  top of the page that says Disneyland Resort.

• 17:25 - 17:28

  There was also a ton of content down below the

• 17:28 - 17:30

  fold. And of course, the purpose.

• 17:30 - 17:31

  When I asked, Why do we have that content?

• 17:32 - 17:33

  Because people might want it.

• 17:35 - 17:35

  So we ran a simple test.

• 17:36 - 17:38

  We removed all the content below the fold.

• 17:38 - 17:40

  All the stuff that you see there now is the

• 17:40 - 17:41

  footer of the website.

• 17:41 - 17:44

  And so literally this website was Onley above the fold.

• 17:45 - 17:48

  There was no fold increased conversions by 7.2%.

• 17:50 - 17:51

  Now again, think about this.

• 17:52 - 17:56

  If you are driving a million dollars in revenue per

• 17:56 - 17:59

  month from your website, think about how big of an

• 17:59 - 17:59

  impact. Seven.

• 18:00 - 18:03

  You know, 75% more conversions would be It's a massive

• 18:04 - 18:05

  impact, right?

• 18:06 - 18:09

  So figuring out what is distracting to people is one

• 18:09 - 18:11

  of the easiest places to start.

• 18:12 - 18:14

  Think about what could be potentially pulling attention away from

• 18:14 - 18:17

  your call the action and test removing those things and

• 18:18 - 18:19

  see what happens to your conversion rate.

• 18:19 - 18:22

  Not everything is going to be a distraction, but you

• 18:22 - 18:24

  will find my experience is that there is a least

• 18:25 - 18:27

  one thing on every page of every website I have

• 18:27 - 18:30

  ever worked with that is decreasing conversions.

• 18:30 - 18:32

  Okay, so That's it.

• 18:33 - 18:37

  Uh, make you start thinking about what could be distracting.

• 18:38 - 18:40

  Okay, now let's talk about anxiety.

• 18:41 - 18:42

  Anxiety is a given.

• 18:43 - 18:46

  Any time we're asking people for information or for money,

• 18:47 - 18:48

  they're going to feel anxiety.

• 18:48 - 18:50

  What we want to do is we wanna make sure

• 18:51 - 18:51

  that they're feeling is little.

• 18:52 - 18:52

  Anxiety is possible.

• 18:53 - 18:55

  So you want to think about Is there anything in

• 18:55 - 18:56

  your website that could be confusing?

• 18:57 - 19:00

  Right? Is there anything that I, as an idiot might

• 19:00 - 19:01

  not understand?

• 19:01 - 19:03

  Is there anything that might be unclear that I might

• 19:03 - 19:07

  need more information about or alarming pop ups or majorly

• 19:08 - 19:10

  alarming? That doesn't necessarily mean that they're a bad thing,

• 19:10 - 19:13

  but you want to identify those as a potential point

• 19:13 - 19:14

  of anxiety and frustrating.

• 19:16 - 19:17

  I can't tell you how many times I've clicked on

• 19:18 - 19:20

  a called action that says, Get more information, and I'm

• 19:20 - 19:24

  immediately popped into a check out process like I wasn't

• 19:24 - 19:24

  expecting that.

• 19:25 - 19:25

  That's super frustrating.

• 19:26 - 19:28

  Okay, the last question is, could anything feel like too

• 19:29 - 19:31

  much effort if I have to fill out?

• 19:31 - 19:33

  If you've got a lead generation form that has 36

• 19:34 - 19:36

  fields on it, that's going to feel like a lot

• 19:36 - 19:36

  of effort.

• 19:36 - 19:37

  So it's something that you're going to need toe.

• 19:38 - 19:38

  Think about addressing.

• 19:40 - 19:44

  So here's an example of something that causes anxiety comparison

• 19:45 - 19:45

  charts, right?

• 19:45 - 19:47

  So here's one for social media marketing world.

• 19:47 - 19:50

  They've got three different ticket options that you could purchase.

• 19:50 - 19:53

  And there's all the line items of things that you

• 19:53 - 19:54

  get with each ticket item.

• 19:54 - 19:55

  Do you think this causes anxiety?

• 19:56 - 19:58

  Absolutely. Why does it cause anxiety?

• 19:59 - 20:01

  Well, it takes me at least a full minute to

• 20:01 - 20:03

  read through this whole chart and understand it.

• 20:03 - 20:06

  Okay, That doesn't necessarily mean that we should remove it.

• 20:06 - 20:08

  Although we did test removing it, conversion rates went down,

• 20:09 - 20:09

  so we knew that this was helpful.

• 20:10 - 20:12

  But we wanted to figure out what could we do

• 20:12 - 20:14

  to make it less anxiety inducing.

• 20:15 - 20:17

  So we tested, adding called actions in the bottom.

• 20:17 - 20:19

  Well, I see all the ticket options, but I can't

• 20:20 - 20:21

  buy it right now, so let's make it easy.

• 20:22 - 20:24

  Then we also thought, Well, what other information isn't here?

• 20:24 - 20:27

  The ticket prices are not here, So we tested adding

• 20:27 - 20:30

  a called action button with the ticket prices, and we

• 20:30 - 20:35

  increased sales by 27% which is insane because the tickets

• 20:35 - 20:38

  are the tickets are not cheap to social media marketing

• 20:38 - 20:41

  world. So we added those huge dollar amounts and it

• 20:41 - 20:45

  helped people because it removed some lingering anxiety of Yeah,

• 20:45 - 20:46

  but how much does this cost?

• 20:48 - 20:50

  Then we took it even a step further, and we

• 20:50 - 20:52

  highlighted one of the options to make it really easy

• 20:53 - 20:54

  to know which one to look at and ended up

• 20:55 - 20:57

  having another 9% increase in sales.

• 20:57 - 21:00

  Okay, so again, this is just one small example just

• 21:00 - 21:02

  meant to be food for thought for you.

• 21:02 - 21:04

  I want you to think about anything that could be

• 21:04 - 21:07

  confusing, alarming, frustrating or too much effort.

• 21:07 - 21:09

  And think about things that you could test to address

• 21:09 - 21:13

  that. So it will take us into our last section

• 21:13 - 21:14

  here, which is responsiveness.

• 21:16 - 21:18

  The question that I really ask my clients is how

• 21:19 - 21:23

  customized is your mobile experience or another great question.

• 21:24 - 21:25

  To ask that could get you thinking is what could

• 21:26 - 21:26

  mobile users want?

• 21:27 - 21:29

  That might be different from my desktop users.

• 21:30 - 21:32

  Maybe a mobile user will want to call me in.

• 21:32 - 21:34

  A desktop user doesn't because they have to type in

• 21:34 - 21:35

  the number, right.

• 21:36 - 21:38

  But what I want people to stop asking is stop

• 21:38 - 21:39

  asking. Is my site responsive?

• 21:40 - 21:42

  Because that's a lazy out to thinking about the mobile

• 21:43 - 21:44

  experience. You wanna ask.

• 21:44 - 21:46

  Is my site customized for my mobile audience?

• 21:47 - 21:48

  So here's an example.

• 21:49 - 21:50

  A question.

• 21:50 - 21:52

  So we've got on the left.

• 21:52 - 21:53

  This was a mobile experience.

• 21:54 - 21:56

  Now is that is that customized for mobile?

• 21:56 - 21:57

  Sort of.

• 21:57 - 21:59

  It works on mobile, right?

• 21:59 - 22:03

  This was a responsive website, so it worked on mobile.

• 22:04 - 22:05

  It did not look good.

• 22:06 - 22:07

  So basically what we did is we created a test

• 22:08 - 22:10

  where we just took all of the called actions you'll

• 22:10 - 22:12

  see on these other designs here.

• 22:12 - 22:14

  Literally. All we did is we took the exact same

• 22:15 - 22:17

  called actions, and we plugged them into a different mobile

• 22:17 - 22:19

  design. Get into quote, find location.

• 22:20 - 22:23

  Call now exact same called the actions.

• 22:24 - 22:27

  You can see these two variations look almost identical, except

• 22:27 - 22:29

  one has images, and one has a solid color background.

• 22:31 - 22:34

  However, the results were insanely different.

• 22:35 - 22:36

  The one on the left.

• 22:37 - 22:41

  The images did increase conversions and increase appointments and calls,

• 22:41 - 22:44

  but the one on the right almost quadrupled the impact

• 22:45 - 22:45

  of the one on the left.

• 22:47 - 22:49

  Why? Well That's a great question to ask, right?

• 22:50 - 22:50

  It is simpler.

• 22:51 - 22:52

  It's a little bit easier to see.

• 22:52 - 22:54

  There's less distractions, all kinds of things.

• 22:54 - 22:56

  But the bottom line is we need to figure out

• 22:56 - 22:59

  what is it that our mobile audience actually wants.

• 23:01 - 23:04

  So again, I want you to ask how customize your

• 23:04 - 23:06

  mobile site is and look at and see if there's

• 23:06 - 23:07

  things that you might want to change about your mobile

• 23:08 - 23:11

  site. Okay, so we've looked at these six areas we

• 23:11 - 23:14

  have looked at value propositions Call the action content diversions,

• 23:15 - 23:15

  anxiety, responsiveness.

• 23:16 - 23:21

  Every one of these is an important area of opportunity

• 23:22 - 23:24

  for you on a landing page on an email in

• 23:25 - 23:25

  your abs.

• 23:26 - 23:29

  Okay, but this should hopefully create a little bit anxiety

• 23:30 - 23:30

  for you, which is where?

• 23:31 - 23:31

  Where should I start?

• 23:32 - 23:33

  So let me give you a few different, low hanging

• 23:33 - 23:39

  fruit things to consider the first thing.

• 23:39 - 23:42

  If you don't have exit intent pop ups, they are

• 23:42 - 23:45

  very simple and kind of a no brainer.

• 23:45 - 23:48

  If somebody is exiting your website, why would you not

• 23:48 - 23:51

  try at least one more ditch effort to capture something

• 23:51 - 23:52

  from them?

• 23:52 - 23:54

  Here's a few tools that I found effective often monsters.

• 23:55 - 23:58

  Great unbalance has excellent exit intent.

• 23:58 - 23:58

  Pop ups privy.

• 23:59 - 24:01

  If you're an e commerce site is great, it doesn't

• 24:02 - 24:02

  really matter.

• 24:02 - 24:04

  Frankly, what What tool you use.

• 24:04 - 24:08

  What matters more is that you're testing what kind of

• 24:08 - 24:10

  exit intent offer you should have.

• 24:10 - 24:13

  Okay, so I always ask, What's something that you could

• 24:13 - 24:15

  ask that you could offer people in return for their

• 24:15 - 24:17

  email? You could offer them a discount.

• 24:17 - 24:19

  You could offer them a white paper download or something.

• 24:20 - 24:24

  Um, but you want to give people something, uh, for

• 24:24 - 24:25

  the email address.

• 24:25 - 24:26

  Email. Justice are excellent, right?

• 24:27 - 24:28

  Because you can then remark it to them and it's

• 24:28 - 24:30

  and it's a marketing asset.

• 24:30 - 24:33

  Or if you're e commerce site Ah, great exit intent

• 24:34 - 24:36

  offer is toe push people to your sales page.

• 24:36 - 24:38

  Say we've got products up to 20%.

• 24:38 - 24:39

  Come check him out.

• 24:40 - 24:42

  Alright. If they're about to leave and they see that

• 24:42 - 24:44

  you have some products on discount, that might bring them

• 24:44 - 24:46

  back. And I've seen that most of the time you

• 24:46 - 24:49

  have a sales promotion as an exit intent.

• 24:50 - 24:50

  It increases revenue.

• 24:51 - 24:52

  So again, something just to think about testing.

• 24:53 - 24:56

  Here's an example of one that social media marketing world

• 24:56 - 24:58

  uses. When you're about to leave the side, there's a

• 24:58 - 25:00

  There's one last chance to get our marketing report.

• 25:02 - 25:04

  Okay, so again, this is capturing email addresses.

• 25:05 - 25:08

  It's an excellent offer, and they convert tens of thousands

• 25:08 - 25:10

  of people with this exit and 10 offer.

• 25:10 - 25:14

  So, um, again, definitely try exit intense if you're not

• 25:14 - 25:16

  doing them now for e commerce.

• 25:17 - 25:20

  If you don't have cart and check out abandoned email

• 25:21 - 25:23

  set up, you need to do that.

• 25:23 - 25:24

  I mean, this is like a no again, another no

• 25:25 - 25:27

  brainer. Somebody's put an item into their cart.

• 25:29 - 25:31

  They have demonstrated a very high level of intent.

• 25:32 - 25:34

  You don't even need their email address for a lot

• 25:34 - 25:34

  of these tools.

• 25:35 - 25:37

  There's lots of different tools that can Dio Shopify has

• 25:37 - 25:39

  one that's just built right in again.

• 25:40 - 25:41

  You can use privy can use cards.

• 25:41 - 25:45

  There's dozens of car abandoned emails or check out abandoned

• 25:47 - 25:49

  email products that you can use.

• 25:49 - 25:50

  You can just google it, but again, if you're not

• 25:51 - 25:55

  using any kind of Carter, check out abandoned email, that's

• 25:55 - 25:55

  a must.

• 25:57 - 25:59

  All right now, I just wanna I'm gonna finish up

• 26:00 - 26:01

  here with a simple test.

• 26:02 - 26:05

  Okay, This is a test that anybody can build in

• 26:05 - 26:06

  less than an hour.

• 26:06 - 26:08

  If you want an easy place to start for a

• 26:08 - 26:09

  B testing, this is it.

• 26:10 - 26:13

  The question is, how much content is our audience want?

• 26:13 - 26:15

  You could test this on your landing page on your

• 26:15 - 26:15

  home page.

• 26:16 - 26:16

  You could test this on an email.

• 26:18 - 26:19

  Now, what I like to do is I like to

• 26:19 - 26:19

  have three variations.

• 26:20 - 26:22

  Why? Because I like to know, Is there a linear

• 26:23 - 26:26

  relationship between content linked and conversion rates?

• 26:27 - 26:30

  So if you only test long versus short, sometimes you

• 26:30 - 26:32

  don't get that linear relationship.

• 26:32 - 26:33

  So it's short, medium long.

• 26:34 - 26:36

  You might see either conversion rates go way up like

• 26:36 - 26:38

  this the longer it is or conversion rates go down

• 26:39 - 26:41

  like this, the shorter is or the longer it is,

• 26:41 - 26:44

  um or you may see neither as I'm going to

• 26:44 - 26:45

  show you right now.

• 26:45 - 26:47

  But this is a great place to start for a

• 26:47 - 26:48

  blogged post the landing page.

• 26:49 - 26:51

  Think about the word count.

• 26:52 - 26:54

  So this test that I'm going to show you that

• 26:54 - 26:56

  Iran was for a block post for a nonprofit.

• 26:57 - 26:58

  What? We were measuring waas.

• 26:59 - 27:00

  We measured the time on page.

• 27:01 - 27:02

  We measure how many people got to the bottom and

• 27:02 - 27:04

  we measured our primary success.

• 27:04 - 27:06

  Metric was donations to the nonprofit.

• 27:07 - 27:11

  Okay, so we have a 542 words, 1055 a 17

• 27:12 - 27:13

  150 word block post.

• 27:14 - 27:16

  Here was the time on page for each of them.

• 27:16 - 27:19

  So you can see there was a linear relationship between

• 27:19 - 27:20

  the length and the time on page.

• 27:21 - 27:24

  Okay, so obviously, the longer the article, the longer they

• 27:24 - 27:28

  typically stayed on page, there was not necessarily a linear

• 27:28 - 27:30

  relationship between how many people got to the end of

• 27:30 - 27:30

  the article.

• 27:32 - 27:35

  Right? So I mean, you can see that you should

• 27:36 - 27:41

  see, um, you should see a dramatic increase based on

• 27:41 - 27:43

  the increase in time on page, but the articles so

• 27:43 - 27:44

  much longer that people aren't getting to the end.

• 27:46 - 27:51

  Okay, So we looked at all three of these, and

• 27:52 - 27:52

  then we looked at donations.

• 27:55 - 27:56

  We had two different winners.

• 27:56 - 27:58

  We had one for mobile on one for desktop for

• 27:58 - 28:04

  desktop. The medium length variation increased donations by 28.4% 28.4%

• 28:06 - 28:11

  increase in donations for mobile, The shortest version almost doubled,

• 28:12 - 28:14

  almost doubled donations.

• 28:16 - 28:18

  And so again, what we see here is a couple

• 28:18 - 28:18

  of things.

• 28:18 - 28:21

  Number one debased on device type.

• 28:22 - 28:23

  Your audience may want different amounts of content.

• 28:24 - 28:25

  Now that could be hugely challenging.

• 28:26 - 28:28

  If you're writing vlog post because, like, well, do I

• 28:28 - 28:29

  write to different length of vlog posts?

• 28:30 - 28:32

  Maybe if it has this bigger impact, maybe you should

• 28:32 - 28:35

  write to different vlog posts one for Mobile, one for

• 28:35 - 28:38

  desktop. But the bottom line is you need to understand

• 28:39 - 28:41

  how big of an impact your content link has on

• 28:41 - 28:46

  any on any of your pages or emails.

• 28:46 - 28:48

  So that's again a simple test that you can run.

• 28:49 - 28:51

  Um, you can use Google optimized to split the traffic.

• 28:52 - 28:54

  It's very, very simple to set that up on dhe

• 28:55 - 28:55

  for the heat maps.

• 28:56 - 28:59

  I used hot jar, so those were both free tools

• 29:00 - 29:03

  that you can pick up Google optimizing hot German, Um,

• 29:04 - 29:06

  just end things out here I have.

• 29:07 - 29:09

  There's a lot more content, obviously, that I can present

• 29:09 - 29:10

  in these 30 minutes.

• 29:10 - 29:13

  Um, I do a training on a three step testing

• 29:13 - 29:17

  process that you can use that walks people through a

• 29:17 - 29:21

  step by step how you can learn about your audience.

• 29:22 - 29:26

  Um, I would be happy to, uh, Teoh talk to

• 29:26 - 29:27

  you guys about doing this training for your team.

• 29:28 - 29:28

  Your company?

• 29:29 - 29:31

  Um you guys can just kind of look through here

• 29:31 - 29:33

  and get a general sense for what?

• 29:33 - 29:34

  The step by step processes.

• 29:34 - 29:38

  But this is this has resulted in a 100% success

• 29:39 - 29:42

  rate and finding winning tests for over 100 companies.

• 29:43 - 29:46

  So, um, if you are interested in putting your funnel

• 29:46 - 29:51

  to the test, if you're interested in, um getting your

• 29:51 - 29:55

  site audited and looking for conversion rate improvement opportunities, you

• 29:56 - 29:58

  could reach out my website, which is www dot smart

• 29:59 - 30:00

  dash cr o dot com.

• 30:00 - 30:04

  And I'd be happy to answer questions or off of

• 30:04 - 30:05

  feedback for you guys.

• 30:05 - 30:07

  Thank you guys so much for sticking with me today.

• 30:07 - 30:08

  I know.

• 30:08 - 30:08

  We covered a ton.

• 30:09 - 30:12

  Um, this was a waterfall of content in a very

• 30:12 - 30:13

  short amount of time.

• 30:13 - 30:17

  Um, so go out there, try some, maybe tests, and

• 30:17 - 30:18

  let me know how it goes.

• 30:18 - 30:19

  Thank you guys.