Triple Your 30-day Lead Value with DigitalMarketer’s Most Successful Sales Funnel | AWeurope 2018


It is really, really good to be here.
Thank you so much for having me. I think I might be the only speaker from Texas.
I’d like to say though, I’m from Austin, which is not as “Texas” as many of you may think.
So I hope that you’ll maybe give me a pass there. It is so great to be in Europe.
It’s so great to be in Spain. This is my wife’s favourite place on planet Earth.
So thank you so much for giving me
a reason to come out. I realised something yesterday, I’m old.
Not so much old in years, I’m old in children because I got four of them.
They’ll make you feel old quick, fast, and in a hurry.
But I was talking to somebody, and I was hanging out with you fine folks yesterday,
and they said, “So when did you get started? “When did you first start marketing?”
I said, “Well, I made my first sale online in 1999.” and the person I was talking to went, “Huh, I was five.”
I was like, “That’s just hateful.” So look, here’s the deal.
If we’re talking after this, and let’s say you were five or six
or seven, or something crazy like that when I made my first sale, that’s fine.
Just don’t tell me, it makes me sad. But what I can tell you is, I having been doing this
literally since Google was a science fair project. I have been doing this since before
Google was really a thing. When I first got started,
we were optimising for Alta Vista. Anybody in this room remember Alta Vista?
Yes! Me and you, man. He’s old too. Exactly.
I was optimising for Alta Vista, The growth hacks were literally,
we would optimise per search because by the way, pay-per-click didn’t exist yet. I bought my first pay-per-click ad
from a site called, which became Overture,
which became the Yahoo search network, and then a lot of those folks were hired away
to Google to build AdWords.
So long, I’ve been doing this stuff. So what I can tell you, is that the big problem that
we’re all dealing with today, whether you want to admit it or not,
is that things are getting harder. if you were doing this five years ago,
it was easier. Traffic was cheaper. There were inefficiencies in the market
that you could attack and win. Those have always been there and guess what,
they always go away. So I’m gonna give you some very specific tactical things. I’m gonna give you a very specific tactical thing that we did at DigitalMarketer
that did triple our 30-day lead value. I’m gonna give you the results of three
split tests that we ran. But more importantly, I’m gonna teach you
two really foundational, critical things that I believe, if you get those, all the
tactical stuff isn’t going to matter as much. Yes, it’s cool. And I hope that you apply it.
How many you, just out of curiosity, have lead pages? You have pages where you go and gather leads.
You have a lead magnet. This is the audience participation part of the show. Seriously, can I see? Hand up if you capture leads. Okay.
So, I want to give you something really simple that you can hopefully add to
every single one of those pages, that will just flat make you more money
with no extra work. Sound good? Alright. So, let’s get started.
The other pseudo title of my talk is “How We Generated Three Leads
From One Form and Filled Multiple, High-Value Sales Pipelines Using
Just a Single Lead Magnet.” How many of you sell more than one thing?
Sell more than one thing? And how many of you, some of the things that you sell are more expensive than other things? Yeah, right? That’s what we want to do.
That’s this idea, like this concept of a funnel that, I’d like to think, we helped at least popularise at DigitalMarketer. This idea of a funnel. Starting people with an entry point
offer, a tripwire style offer, and ascending them into a higher ticket core offer, and then into a far more expensive profit maximiser. That’s something that’s been around for a while,
we didn’t invent it. We gave clever names to it. But this idea of I have these lower ticket
products that are entry point offers and I want to ascend them through our funnel.
It’s been around for a while, we just figured out a really clever way to make it very, very, very efficient. The biggest question I get is, can I get your slides? Yup, there they are, You want me to duck so you can get a picture of it?
I’m just kidding I’m super short. You can get it just fine, can’t you?
You’re fine. They’ll be posted up there as soon as the talk is over. To give you some context, I want to explain, give you
the background around this test and why we did it. At DigitalMarketer, we have a handful of avatars, or
personas, or segments, if you will. Avatar, persona, segment. All kind of three
words that, more or less, mean the same thing. These different market segments
that you’re targeting. One of the biggies that we have are business owners.
Do we have any business owners in the room? Business owners? Cool.
So you’d be in that group. Also, employees. Marketing professionals who work at
companies. Where any of you sent here by your company to learn stuff?
Great. That’s fantastic, that’s great. They’re a market segment of ours. Solopreneurs.
There’s obviously a crossover between solopreneurs and business owners, but the
way they think, the way they buy is a little bit different than somebody who’s
running a multi-person enterprise. And then the freelancer. Similar to a
business owner, but in this case they’re providing some type of services. So these were the four main segments. The four main customer segments the Digital
Marketer serves, that we teach marketing to. These four segments. And we had one
primary flagship offering called DigitalMarketer Lab that served
all four of these segments. Again, I’m just giving you context.
Those four segments. Now, we realised that with the business owners, we need to start
talking to them a little bit differently. Because the funny thing about a lot of
business owners is, they don’t actually want to do work. Any of you business
owners in here notice this? You start operating a business, you start hiring
people. And suddenly you decide, now that I’m paying these people, I don’t actually
want to do anything anymore. Some of you who are here, sent here by your
companies, you’re like, “Yeah.” That is exactly how they act. You’re here,
and they’re probably at the bar somewhere even though it’s early. Is that true?
It’s not? Are you sitting right next to him? Did I just make it weird?
I’m sorry, I just made it weird, I think. This idea that the business owners
oftentimes, were more interested in having their teams trained.
They didn’t want to learn themselves. They wanted us to train their teams.
Same thing with marketing executives. If somebody’s a CMO or a
general manager at a major company, they don’t want to learn this stuff.
They want their people to learn it for them. They want the people to learn it,
so that they don’t have to do it. And for this group, we created
DigitalMarketer HQ. So this was a platform for team training.
Now, this is critical. How many of you are familiar with the 80/20 rule? Pareto principle? Yeah, right. That 20% that’s willing to spend a lot more?
You have those. They’re baked into the personas, into the avatars,
into the segments within your market. That was absolutely this group. One of our
customers in here, is one of the
general managers of Uber. Guess what? He’s got more money
to spend than a freelance designer. Fair enough? We should talk to
them differently, have different offerings. So, we did that with HQ. And then,
another big group that we had were agencies. We get any agencies in the room? Agency owners? Agency owners were great because they wanted to learn from
DigitalMarketer so they could work with their clients. They also wanted to learn from DigitalMarketer
so they could train their teams. They were the most valuable segment of all. They could generate the most value from our
trainings. And we completely did not serve them. We never gave them
anything until just a couple of years ago, when we launched our
Certified Partner Program. First big lesson is, know who these high-
value segments are within your audience and create custom-tailored offerings for them.
So, that’s exactly what we did. After about a year or so of doing this, we
realised, did some math. Turns out, the average customer value of a
lab member is about $1,000 USD. About $1,000 USD.
HQ, it’s more like $5,000. And for our Certified Partners, that’s $10,000 in value. Our highest value segment
is an order of magnitude. It’s 10x higher than our lowest value segment,
which is still highly valuable. But ten times higher. Clearly, we should be doing more
to drive leads, and prospects, and sales into and through these HQ and DigitalMarketer funnels. So, that’s the question that we asked. The start of last year, we asked ourselves,
how can we come up with scalable acquisition funnels for each of these new key profit centers? Because so far, we only had one for DigitalMarketer Lab. And if you’re familiar with DigitalMarketer, if you’re
familiar with me, and the stuff that we teach in the training that we do, this is
going to look a little bit familiar, so I’ll zoom through it.
Step number one is we offered Lead Magnet. Lead Magnet was always on
something hyper tactical. In this case, the perfect blog post template.
We have lots of these. And on average, across a variety of traffic channels,
they converted around 40%. 40% of the people who came,
went ahead and signed-up. Then we offered them a Tripwire offer. Step Two. A low dollar, hey for $7, if you liked this piece of content, you want a premium piece of
content, it’s only seven bucks. And on average about 10% of those converted.
About 10% of those people converted. Then we said, wow, if you like
that one premium piece of content, you should know we have this membership.
it’s called Lab. As a member of Lab, you don’t just get that one that you got for seven bucks, you get thirty more, plus an amazing community. It’s great.
You’re gonna love it. You should signup. You could signup today,
30 days for just $1. And 30% of the people took
that $1 trial into Lab. At this point, if you’re doing the math, at best, we’ve collected a whopping $8 US. $7 for the Tripwire offering, $1 for this
one. It’s really really hard to ROI to cold media when your immediate
customer value is only eight bucks. So, this is when the Profit Maximiser came in
and we said, look, you’re coming in at a trial. If you want to just go ahead and pay,
go ahead and sign up now, you can do that. If you know you want to be a member,
we’ll rush your new member welcome kit. Or here’s an even better deal. You could
sign up for the annual, save 10%, and, here’s the biggie,
we’ll send you a t-shirt. Listen to me.
If this is the only thing you get from this, it’ll be enough. People are freaking weird about t-shirts. You ever been to a sporting event
where they’re got the t-shirt cannons? You ever been to one of these or do we
only have these in the States? Is this something that, truly, the States has cornered the market on? The ridiculous
t-shirt cannons? We’ve done it. We’ve cornered the market
on lots of ridiculous stuff. So it’s a cannon. It’s a freaking cannon that
you put t-shirts in, you blast it. And I’ve literally seen grown men shove
small children out of the way to get a double XL t-shirt blasted out
of one of these cannons. People are weird when it comes to t-shirts.
24% immediate conversion rate to about a $400 offer. That was what made
this whole funnel work. If it weren’t for this, we would have had
a very difficult time scaling. So this worked. This worked for years. We created this funnel
initially, back in 2013, modified it just slightly in 2014, and it
continues to work to this day. That’s the beauty of a winning funnel. It just works.
It just works, and it works, and it works, and it’s a glorious thing. So, we got Lab
covered, let’s focus on everything else. Let’s focus on building one of these
funnels for HQ. It’s a higher value segment. Let’s get more in there. Let’s
focus on building one of these funnels for our Agency Partner Program, for our
Certified Partners. There were 10 grand. Surely, we can make this work, right?
Especially, you put all our focus for Digital freaking Marketer. We’re the best
in the world at this, right? We came out with this offer. Let’s build a
rockstar marketing team. Come on. Get this video series. Massive failure, colossal
failure. Opt-in rates high. Nobody bought on the other end. Okay, let’s try out Webinar. Fail. Again, big opt-in rates. People weren’t buying when they were on
the other side. Just wasn’t working. Good opt-ins, good content. People said
they liked, it they showed up. I’ve never been able to buy a house, or a car
from just “thanks,” right? We tried hiring guides as Lead Magnets.
Because obviously, if somebody’s looking to hire someone, they have a team or they
want to build a team, right? This should work. There’s no reason this
shouldn’t work. Except, it didn’t work. Fail. We tried Audits. Audits, that sounds more business-y.
That sounds like the kind of thing a marketing executive or an agency
might want. An audit, right? The page is beautiful, right? Beautiful.
Miserable failure. None of this was working and
we had no agency-specific anything. One of the largest, valuable segments of our market,
we had nothing for them. That, in and of itself, is a colossal, miserable failure.
If nothing else, what I want to set out, what I really hope that I can do
is make you all feel better about yourselves. Is anyone in
this room just starting to feel like, maybe I suck slightly less than I
thought that I did? Good. Yeah. I run a company called DigitalMarketer.
You would think we would be better at this stuff, and yet, we’re screw-ups. We
mess stuff up all the time. We just do things halfway all the time.
I’m not proud of it, but that’s the reality. Because we’re
busy running a business, same as you. So, don’t feel bad. Then we got a less
than bright idea. Have you ever heard the expression, if it ain’t broke, don’t fix
it? You might say it differently, that’s how we say it in Texas.
If it ain’t broke, don’t fix it. Even if you hadn’t heard the expression,
probably figure out what it means. Well, we literally decided to fix what
was already working. We went back to the one thing we were
doing that was working. We got all these lab funnels, they’re working, So, let’s just go and
ask on those landing pages. Let’s add some additional fields.
You see the additional fields that we added? We asked for company.
What company do you work at? What’s your position at that company? Are you a CEO?
Are you a VP of Marketing, a chief marketing officer, director of marketing?
Are you a marketing executive? What’s the size of your marketing team?
We know, if I’m talking to somebody and they’ve got a marketing team of five or
more, they practically just throw their money at me. They’ll have me train their team. It’s amazing. They are going to give me a team of five
or more marketers, like, please train these folks. I don’t have time to do it.
So, if I know, marketing team, five or more, Done. We got it. That’s just such
critically valuable data. We need this data so so so badly, so we asked for it.
And then, the last piece that we asked for is, are you an agency or a marketing consultant?
That was the last little check box that you can see at the bottom. Yes or no?
Are you an agency or marketing consultant. Just binary it. Who remembers the average
conversion rate of this page before we added all these fields?
Anybody remember? 40, my man in the front row. It’s always the people
in the front row who’ve got their stuff together. That’s the new ones that we
added. Yeah, 40%. 40% with the addition of these fields. And we expected it
to not improve conversion rate. But with the addition of these fields, and with my
just amazing abilities as a marketer. As really just a conversion rate god, I
would say, we managed to optimise this from 40%t all the way to 22%.
Not just anybody could do that. that, if you do the math at home, is
a decrease of 17.86%, which instantly meant, that the one thing
that we had that was working was now a miserable failure. The only thing we were
doing that was working consistently, we managed to completely obliterate. Amazing. Fail. There was one thing that we did, that throughout this
test, I went back to, and I said, that last question. Are you an agency or a
consultant? Yes or no? Surely, that can’t be hurting us that badly, right? And we
actually looked at the numbers. We use a tool called TruConversion, T-R-U-
conversion, because it’s super hip and cool if you drop the vowel, apparently.
Full disclosure, I now own that company. But lots of tools do it. Hotjar will do
it. I believe Crazy Egg will do it. And we began to see, what were the form fields
that people were filling out, and what were the ones that they were ignoring.
And we found that the one where people were really getting stuck was at the
size of the marketing team. That was where, people just hated that question.
which is a bummer, because I really liked that question. I really liked knowing that information.
They hated that one. Across the board, they
were clicking yes or no. Even if they didn’t fill out, we’d get it, we would find
out that they weren’t getting stuck at the binary question. The yes/no. That was
not the thing that was getting them stuck. Remember the old version? 40% no
additional question. First name, email address, those kind of things.
we ran a new form, and you can see we took out everything except for that
binary question. Are you an agency or marketing consultant? Let’s simply get
our highest value customer segment to raise their hand and say, here.
Yes, I am. Let’s just ask them, Are you this thing? And let’s see what happened.
Remember, what the average conversion rate was to this page before? 40%. The new
version, 40%. We tested this over many, many, many,
thousands, and thousands of leads. I believe, at this point, we are over 40,000
leads going to this page. And page is similar across multiple pages. The addition of that binary question has
not made a statistically significant difference whatsoever, to the performance
of this page. In addition to that one, binary question,
other fields, drop-downs. Killed it in a bad way. Not, like, killed it in a
good way. Killed it, like, dead. The great thing is, the rest of the
conversion numbers stayed the same throughout the funnel. Step two, the
Tripwire, still 10%. Lab dollar trial, still 30%.
Up-sell take rates, still 24%. Nothing changed. It’s as though we didn’t ask it at all.
And yet, we got some of the most valuable
information that we could And we were now able to create some
additional steps for the new agency segment. So now, if somebody checked that
box, they said yes I’m interested, they got a couple more emails. They got this email in addition to the other ones in the series. And again, this is in the
slide, so you’ll have this. Nothing particularly magical about it.
Just, “Hey there, I’m an agency growth consultant here at DigitalMarketer. I noticed you
just downloaded one of our free resources. And when you did, you said that
you’re an agency or consultant that helps small businesses grow.”
Pretty astounding copy, right? You just repeated the action they just took, but that’s a
lesson right there. Anytime you’re working within a funnel,
always, always, always reiterate the previous positive action. You’re here
because you just took this step, and that’s a good thing. Let them know
they’re on the right track. That’s amazing.
Here at DigitalMarketer, we love agencies. Our mission is a double business, that
means we need to work for you. It basically said, let’s talk. Let’s have a
conversation. And it drove into our sales floor. Now, this could have easily been a
link to a different product. This could have just easily segmented them into a higher ticket launch. This could have have put them
into a separate Perpetual Webinar follow-up series. You could do anything
once you have this information. This is a $10,000 sale. We want to talk
to our folks on the phone eventually, or at least via chat or email. That’s where
we want to get. So we wanted to start this conversation. The next email in the series,
very similar 36.4% open rate. These are pretty solid open rates. Pretty solid open rates because they effectively requested it. And again, this comes in addition to the other series. It also comes from someone else in the
company. It doesn’t come from Ryan Deiss. It’s a personal email sent from somebody
else in the company. It’s personal in that it’s automated, but it still is personalised from an individual.
Makes sense? Here are the results. After the
first 30 days, and testing on just two funnels, total leads that came through this funnel, 11,261. 2,600 of those identified as agencies.
That’s around 23%. Remember when I said the 80/20
rule? So, it’s more like 77/23 rule. Pretty close, though. Out of that, we were able to book 108 meetings. This was a pretty poor effort. We didn’t know if this was even going to work,
so we didn’t put a lot of effort into it. This number, we’ve got up significantly.
Since then, this was the first 30-day snapshot. That initial meeting, we were able to qualify about 18% of those people as being a fit. A lot of folks, nice people, just not a great fit. We sold them other things, by the way. And that closed 11 partners. 11 partners for a total of $110,000 in revenue from the traffic we were already receiving,
just by adding a simple yes/no binary option. Just a simple, quick yes/no binary
check box. If you’re doing the math at home, what just happened to our lead value?
It increased by how much? 11,000 leads, $110,000 in revenue.
Help me out, front row. I know you got this. This is pretty simple math. We got it, man. What happened to our lead value? It increased by? You could put a euro in front of it, if it makes it easier. It’s still the same math. $10. Our immediate value per lead increased by approximately $10. 11,000 leads now generated an
additional $110,000. That’s a game changer. When you can afford to spend an extra ten bucks to acquire a lead, that changes everything. Never forget that in business, it’s not
about who has the best product, never has been. It’s not about who’s the nicest
person. It really isn’t even about who’s the best marketer. In business, it always comes down to
the fact that he or she who is able and willing to spend the most to acquire a customer wins.
Period. End of story. He or she who is able and willing to spend the most to acquire a customer, they are the ones who win. There are two ways to accomplish that.
The first way is to go raise a ton of money. To go negative while you grow and reach some type of critical mass. Some breakthrough growth. That’s one way to do it. I don’t know about you, nobody’s ever offered to give me a lot of money. Not yet. I don’t know if I would take it, if they did.
Because all they ask for in return is your soul. That’s one way to do it. The other way, is to structure the funnel and the economics of your business such that you can afford to pay more. That’s exactly
what we did here. It made everything that we do work so much better. And if it
worked once, we said, “Let’s try that again.” So, remember before, we had the one. We
said, “Let’s just ask him. Do you manage a sales and marketing team?” Let’s just ask him, “Are you this person that we desperately want to sell to?” Do you? Yes or no.
Remember the average conversion rate before was 40%? When we did this, it dropped all the way down to 40%. I don’t know how many of these questions
you could ask before eventually it becomes too much, and it reduces conversion rates. But so far, two has not been too many. We haven’t tested three because
I didn’t have a reason to do it. I would love for somebody in this room
to do that, let me know how it worked. Let me know if it worked. But two. Are you an agency or marketing consultant? Yes or no? Do you manage a sales and marketing team? Yes or no?
incidentally, if somebody selected yes to both of them because they’re an agency owner who manages sales and marketing team, what funnel, what series do you believe
we followed up with them about? HQ or the Certified Partner Program?
Anybody want to guess? Certified Partner Program, why?
It’s more money. Right. Do the one that’s more money. Some money is good, more is better.
You got to pay more taxes, but get over that. So, here’s how to implement this strategy in your own business if you want to test it out. First of all, Identify, look into the data. Look at your most valuable avatars. Do you know how we did this? I went into our CRM and I had them export the 500 companies. Now, at DigitalMarketer, we have probably 150,000 customers. I think the last count of the last four or five years, around 150,000 unique customers. I said give me the top 500
who have paid us the most money. And I simply looked at the email address of
those customers. I went one by one. I typed their email address into a search bar, and I found out what they did, and I made notes. 500 of them. This was not a quick process. This was horribly boring. I’ve never learned so much about our customers as through that exercise.
If you don’t have that many customers, maybe you do 100, maybe do 50,
maybe do 20, maybe you start with 10, but do that. Who has paid you the most money?
Don’t run a survey. When you run a survey, do you know what you get? You get the
opinions of people who are willing to fill out a survey. I’ll never fill out a
survey. I’ve got bills to pay, and stuff. I don’t have time to do that. I’m going to hang
with my kids. I’m not saying that surveys are horribly invaluable. Surveys can be
valuable, if you know how to do it. If you do it at scale. But this is gonna be
qualitative data go in and look at them and identify. That’s when we found, whoa, there are people here who work for some really big companies. Let’s go to LinkedIn. Whoa, there’s a VP of Marketing for that really big company. Wow look at all these people who are agencies. Do that. That’s step one and identify. Then, come up with what is your binary segmentation question. It usually goes something like this, Are you blank? Are you this person, place, or thing that I really want more of? Don’t overthink it, it’s pretty simple. Then craft an email campaign that prompts this avatar. So, literally send an email out to your list. We did this. I sent an email, a one-line email. The subject line was, “Quick Question.” The email said, “Quick question. Are you an agency or marketing consultant serving
small businesses? Ryan” And we just let the replies come in, and started some conversations, and saw if it was valuable. If it’s not valuable in that way,
it’s not gonna be valuable at scale. Write this down.
Do stuff that doesn’t scale. You’ll have your biggest learnings, if you do things that don’t scale. Everybody wants to scale. Scale, scale, scale. If it doesn’t scale, I’m not gonna bother with it. You got to make sure it works before you scale it. Make sure it works. Don’t scale a turd. Fair enough? That’s disgusting, but you’ll remember it. Then, go ahead and test it to your highest value segment, talked about that. And then, if it works, add binary segmentation question your highest performing lead magnet. Go and put it on there. And now see those questions, those conversations that you were having
back and forth, now, can automate them. Now, we can bring in some automation because you found out, you test it in the real world first. Lather, rinse, and repeat. Roll it out a cross as many of these as you can, and go back and roll it out across a lot of the funnels that maybe you ran in the past, that stopped working. They didn’t stop working. They simply got too expensive. And that’s only always going to happen. We have to get better. This is a way that you can get better. I want to show you some of the split tests. We ran three really quickies. Just give you some additional tactical stuff. Again, test number one, in-form check box or radio button. So, having none versus having one. we already talked about this. Having that
radio button, where we ask the question, “are you this?” was the winner.
Did not change conversion rate but it gave us some amazingly great, fantastic,
awesome data. Run this test yourself. I’ll give you another one that I
shared this with our mastermind group. A friend of mine who does tons of lead
generation, a lot of different markets. He said, “Something you need to test is
moving these questions to the top.” Instead of asking the questions at the
bottom, like we did here, he said, “If you’ll ask them at the top you’ll actually get an increase in your conversion rate cause it’s first.” It makes sense, right? From a relationship perspective. Ask somebody, “Hey, how are you doing? What’s your name?” “Where are you from? Where do you work?”
That’s what normal human beings do. you We don’t just say, “Hey, can I have your email address?” Try that tonight, that’ll be super weird. If it’s weird to do in real life, it’s weird to online. So we need told me that, I was like,
“Ah that’s genius.” Makes a lot of sense, we haven’t tested it yet because this is still just working so well. But we might test moving those questions at the top. Another big trial. Anybody in here selling a topic continuity or subscription business? So for nine of you, this might be helpful. I’m guessing there’s more. You just don’t like raising your hand because you’re afraid that I’m gonna attack, or something like that. It’s okay. We tested a 14, 30, and a 60-day trial.
Which one do you think won? Anybody want to guess? Who says 14-day won? Got some 14 days. who says 30-day? Who says 60? So, 60-day people, you’re actually right in terms of conversion rate. In terms of rollover rate. 60 converted slightly higher in conversion rate.
It converted slightly better in rollover rate. In other words, at the end of the trial, how many of them convert from trial user to full pay? 60-day was slightly better, but the increase that we had wasn’t worth losing that extra payment in the first year. That’s why you can’t just look at conversion rates. You’ve got to look at annual customer value.
You got to look at it within the context. Also this got us paid 30 days faster,
so we could scale that much faster. There’s always opportunity cost that factors into this. 14-day, this was weird. 14-day converted
exactly the same as 30-day. Exactly the same conversion rate
as a 30-day, about 30%. It’s as though it didn’t matter. We thought that’s the clear winner. And I was ready to say, forget 30-day. We’re switching everything
over to 14-day. This gets us paid 14 days faster. We’re generating significant revenue, which means we can crank this out a lot faster. Thankfully, my Director of Marketing, Justin Rondo, who understands math, and all those kind of weird things said, “Let’s let this run out and make sure
that the rollover rate is the same.” The rollover rate from trial to paid, was
half 30-day. The rollover rate from trial to paid. Again you cannot just look at immediate conversion rate numbers. You got to look. How does it affect things
throughout the funnel? And what we heard when we did follow-up calls to the folks who cancelled out, they said, “I just didn’t know. I didn’t have enough to experience in the first 14 days.” That’s why 30 days was the winner. And also, which template performed the best? Who wants to guess? Let’s call this one template A, this one is template B. Who says that template A won? Show of hands, template A. Alright, where’s my template B people? Template A, you’re right. Template B people, you’re right. No difference. We tested at least six different landing
pages, and you know which one worked the best? All of them, for about the first week. And then they all reverted back to the mean. You know, the only thing, still, that’s ever really made a significant difference when it comes to landing pages, time and time and time again, the message. The message is the thing that
makes the biggest difference in the world. That is the one that absolutely,
positively makes all the difference. I said that I was going to show you some tactics, but I really wanted to leave you with two critical things, that if you remember, they’re gonna work now. they’re gonna work in 5 years, they’re gonna work in 10, 15 years. They’re gonna work when you’re internet old, like me. This is the first one. If you want to be a great copywriter, I’m sorry. If you want to be a great marketer, study great copy. Get great at writing copy.
I’ve had some abysmal looking pages that have worked because the copy was strong.
Study the great copywriters. And I would encourage you,
study short form copywriters. Don’t get me wrong, I love long form.
But radio people, people who can write
great radio spots. A 30-second spot, a 60-second spot,
that’s magic. That’s power. And the way we consume media today, think about
the way that you consume Facebook, or Instagram. You’re scrolling through,
and something catches your eye. Now think about the radio.
Certainly the way that it used to work. You’re driving down. Now suddenly, an
ad catches your ear. It’s the same type of thing. We’re just talking to them in a slightly different modality.
Get good at copy. One of my favorite books of all time, that almost nobody has read, The Wizard of Ads. It might be difficult to get outside of the
States, you might have to pay more for it. Get it. Wizard of Ads. A great book,
written by a great radio ad man, by the name of Roy Williams. the second big
thought that I will leave you with is, talk to your customers. So many people
get in the internet game, they get online because they feel like they don’t have
to talk to anybody, and you’re right. You don’t necessarily have to. You make good
money. You could do well never talking to anybody, automating everything. You wanna
make great money. You want to build a brand that last decades. You wanna have a
reason to exist, always be on the cutting edge? Talk to your customers. Talk to them,
email them, ask them questions. Be willing to talk to them to make a sale. For the
longest time, I didn’t want salespeople I’m great at marketing, I don’t need sales people. All I did was leave money on the
table. Talk to your customers. If you focus on the message and you’re willing
to talk to your customers, I’m confident that you’re all gonna be able to outpace
your competition. With that, thank you so very much for your time.


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