Conversion Rate Optimization: Implement CRO in Your Landing Page & Sales Funnel

1. Why Business Is All About Conversion: Imagine you made a small tweak to your site or your client's site and took conversions from 1% to 2%. You just doubled the business's revenue. My name is Adam Taylor. And after helping tens of businesses increase that conversion over the years, I've seen all sorts of blind spots that can skyrocket a site or funnels conversions. In this course, I'll walk you through the framework that I've perfected so you can start getting results immediately. Let me show first, you'll learn what CRO conversion rate optimization actually is and why it's the foundation of scaling any digital business. Well, make sure that you're targeting the right people by perfecting your fundamentals, your ICP, offer, et cetera. Then I'll show you the technical side with tools like Google Analytics and Hotjar to identify exactly what's working and what's not. We'll cover the strategies and frameworks to optimize every stage of your funnel. Here we'll talk about the research behind the most appealing landing page designs, how to turn data into high converting stories and strategies for traffic. PPC to organic and so much more. After teaching thousands of students both in person and online, I'm confident that this is the most straightforward guide to mastering CRO available today. You'll get hours of professionally produced lectures, actionable assignments, and downloadable resources to help you implement what you learn immediately. If this course doesn't exceed your expectations, then you'll get a full refund, no questions asked. Whether you want to improve your own business, help clients get results or learn how to drive conversions like a pro, CRO is a game changer. Remember, every business with a website needs this. If it's not optimized, then they're leaving money on the table, period. Knowing how to turn clicks into customers is priceless for any business. It's time for you to become that priceless person. So take action and join this course right now. 2. Understand Why CRO is Crucial.: Imagine this. You spent months designing the perfect online store. You hired a great team and you launched with fanfare. Traffic is coming in, but you check the sales numbers and they don't move. See, this is a reality for many businesses. On average, only about 2% of website visitors actually convert into paying customers, and that's where CRO conversion rate optimization comes into play. Unlike paid ads or traffic generation, CRO doesn't just focus on getting more people to your page. Instead, it's about turning those visitors that you already have into paying customers. So by the end of this lesson, you're going to understand why CRO is so essential and how it can transform your business. But before we talk about the importance of CRO, first, we have to define it. CRO, defined simply is increasing the amount of your website visitors who take a desired action. And these actions might include purchasing a product, signing up for a newsletter, or filling out a form. Those just to name a few. But to better understand what this actually looks like as real tangible results, let's take a look at how CRO manifests across different industries. In ecommerce, if we're able to improve the product page, then this could lead to a boost in sales. In SAS, which is software as a service, if we're able to optimize the sign up flow, then we're going to be getting much more people who are going to be signing up to the free trial of our service. For non profits, making the donation forms as simple as possible could really help encourage contributions. Now, it's natural to draw comparisons to other digital marketing strategies. But unlike SEO or PPC, which focus on bringing more visitors, CRO maximizes the value of the traffic that you currently have. But let's go a little deeper into this. I can show you why CRO is such an essential tool for any business that's online today. Let's think about the cost of acquiring new traffic. PPC campaigns, which are pay per click campaigns can cost hundreds to thousands of dollars per month. But CRO ensures that you get the maximum value out of that investment. So if your conversion rate increases, let's say, 2-4%, you've now just doubled your revenue without spending a single dollar more in adspend. Okay. But to ensure that you really got I'm going to actually walk you through and show you how this actually translates into results. All right, right here, I have a conversion rate calculator to help illustrate this. Let's say you have an ecommerce store and you spent $12,000 in ADSpend in one month. This $12,000 in AdSpend resulted in 12,000 clicks on your page. On this page of yours, you're selling a product that's worth $50. So out of these 12,000 clicks, let's go with the industry average, which is about a 2% conversion rate. If 2% of these 12,000 clicks convert, then that's going to be 240 conversions. So that means that 240 people actually converted and did that desired action that you hoped for. In our case, that's going to be buying this $50 product. So we just multiply that 240 by the $50 of the product, and that's going to give us $12,000. What that means is that we've broken even. But obviously, we want to make profit. So how could we do that? Well, you could increase the price of your product, but that could lead to less people buying it, and you could end up with less profit than you had before. Another option is pumping more money into your ad campaign. So it can hopefully optimize and find more people that actually fit your ideal customer profile. But this is essentially just investing in a gamble because your campaign is already having a good paper click rate, which is $1 per click. So by pumping more money into the campaign, you could very well just continue the same thing that's going on, and you could just be breaking even and not having any profit. And now that leaves us with our final option, which is optimizing your product page to convert as many of those 12,000 visitors as possible. And here, it's just so much more clear because here, you're able to split test changes to your and keep the things that only bring up that conversion rate. Now we're back here on our calculator. So let's say that you actually did that thing that I just said, and you were able to increase your conversion rate from 2% to 4%. And now our conversions are 480. Again, that's 480 purchases of our product, which is valued at $50. So 480 times 50. That's now $24,000. So by just a 2% increase in conversion rate, we've doubled our revenue. We took it from basically breaking even barely to now making over $10,000 per month. Now, what about an example from a company that you've all heard of? So Dropbox, which is a SAS company, used CRO to help boost conversions on their page in a very specific way. So what did they do? All they changed was their CTA copy and sign up flow. And just these little changes was able to increase their free trial sign up rate by over 35%. That's the power of CRO. The beauty of it is that every optimization effort compounds over time. When you streamline the user journey, you create a better experience, which in turn increases loyalty and lifetime value. Although these examples are from websites, CRO is applicable to so much more. It can be used for optimizing email campaigns, social media ads, and landing pages. We now understand the power of what CRO can accomplish, but how do we actually implement this? Well, this is the question of this course, and it's what I'll walk you through in the following lessons. But for now, let me give you a super high level view of this. First, every CRO strategy starts with understanding user behavior. Tools like Google Analytics and Hotjar show us where users drop off and which pages perform the best. Next, once you have that data, you can then form a hypothesis. For example, if we add trust batches to our checkout page, then cart abandonment will decrease. Lastly, we have the actual testing, and this is at the heart of CRO. Here, split testing is going to be essential for you because you can have tools like Optimized, which help you compare different pages and you keep the ones that perform the best. CRO isn't just a tactic. It's a mindset. So if you understand your audience and optimize every single touch point, you can turn visitors into loyal customers. And next, we're going to talk about how CRO fits into the broader digital growth fund. 3. Are You Sure You Know Your Niche?: You've probably heard that niching down is crucial and imperative. Why? Well niching down tends to be polarizing. Some people really gravitate to you and your content while for others, it becomes irrelevant. And this might seem like something that's undesirable because we want more customers and we want more people to be interested in us. But this is a trap that many, many people fall into because while we do want more leads, we mainly want more quality leads. So we want to be putting out a message which really applies to a percentage of the population, which by contrast, will really not apply to the rest. Let me give you my go to example. If you market yourself as an agent for one arm jugglers, then you're going to do well in that market. Trust me. Think about it. If people see you do only that, then they'll recognize you as an absolute expert, and they'll know that you understand their struggles profoundly because that's the world that you're familiar. Silly, but it makes sense. Most people won't care, but the people that do will have an extremely high likelihood of becoming a client. Yes. So by now, it should be clear. Niching down is good. Don't try to be too greedy and instead appeal to a certain segment of the population. But how do we pick that segment? Well, many things come into play, but before we dive into the how, let's actually understand what a niche really is. So a niche is essentially a specialized segment of the market for a particular product or service. A crossroad where your unique expertise, your passion, and market demand all intersect. And finding this sweet spot is both an art and the science. And the first step of this is to look inward. So what are your strengths? What specific knowledge or skills do you have that can be translated into a product or service? And don't be afraid to get specific here. Remember, generalists are everywhere, and specialists are more rare and therefore more sought after. Next, consider your passions. A niche you're passionate about is sustainable because it keeps you motivated. Working with a niche that excites you leads to creativity and innovation. Because it's your passions that will keep you going when you hit those inevitable roadblocks. Now let's look outward. Market demand is your next key factor. You can be passionate about something and be really good at it, but if there's no market demand, then it's not a niche. It's a hobby. So here, you want to conduct market research. Are there enough people out there that are looking for your specialized skill or product, what's the competition like? You might even find a sub niche within a broader market that's underserved. Here are some strategies that you can try to nail down your niche. Number one is to identify problems because every good product or service solves some problem. So here you want to dive into forums, social media groups, and review sites to see what issues that your potential customers are facing. Next, keyword research is also a great strategy because you can use this research to see what your target audience is searching for, and potentially you can find a gap that you can fill. Next, analyze your competitors. What niches are they serving and what are they missing? In that you might find an untapped market. You can also use tools like Google Trends, because you can assess the popularity and seasonality of some topics that your target audience is searching. Next, you shouldn't just guess what your audience wants. And to figure this out, you should ask them directly. Surveys and especially interviews can be invaluable knowledge that you can gain about your niche. Because at the end of the day, there's no better way than learning about the individuals within your niche than actually talking lastly, before fully committing, validate your niche with a minimum viable product or service. Because just as those interviews, the feedback and knowledge that you can gain will be invaluable. And remember, choosing a niche is not a lifetime sentence. Markets evolve, and so do your skills and interests. Your niche today might not be your niche five years from now, and that's okay. The key is to start with a clear focus, build authority, and pivot when needed. So to summarize, finding your niche is crucial to stand out in today's saturated market. About connecting your strengths and passion with what the market needs. When you do that successfully, you become the go to person in a sea of generalists. 4. Find Your Ideal Customer Profile (ICP) the RIGHT Way: In this lesson, we're going to talk about identifying your ideal customer profile or ICP. Understanding your ICP is pivotal because it influences virtually every decision you're going to make. From product development to marketing strategies and even customer support. But why is it important to find your ICP at all? Your ICP forms the cornerstone of your targeted marketing efforts. Defining who your ideal customers are, you can tailor your marketing messages, focus your ad spend more effectively, and overall, just increase your ROI. And marketing without understanding your ICP is trying to hit a target in the dark. Knowing your ICP is what brings that target into light. As we talk about, knowing your ICP helps in shaping your product or service to speak to the direct needs, desires, and pain points of your target audience. This alignment between what you offer and what your ideal customer needs leads to higher satisfaction rates and repeat business. So if you have a grasp on who your ICP is and what you're going to offer them, then you're not going to fall into one of the most common traps in business. Most people try to make a product first and then try to find people to buy after. However, as we've seen, the process should be the opposite, understanding an audience and their problems and then finding a solution for. Again, even if you've already done this process, following the steps in this lesson will make it much easier for you to craft compelling copy that will speak directly to your target audience. In fact, if you're strategic enough about your ICP, then it can significantly increase your conversion, right? Sometimes, the difference between a successful marketing campaign and one that fails is about finding a demographic who isn't going to be bombarded by many marketing messages. And customers that closely match your ICP are much more likely to remain loyal to your brand because your offerings closely match and align with their expectations and needs. This alignment not only attracts the right customers, but it retains them over time. Okay, now that we understand why it's important, let's go over some strategies for you to effectively determine your ICP. Now, the first step which is probably going to be the most obvious is to analyze your existing customer base. So look at your customers, especially those who are repeat buyers who generate you the most revenue. Look at what common characteristics do they all share. So looking at data like demographics, purchase behavior, and even customer feedback can help you reveal patterns that define who your most valuable customers are. Next, of course, you're going to want to conduct market research. So this is going to be qualitative and quantitative research, so you can gather information on your potential customers. One is going to be the most important step of it all, because this is where the lump sum of data that is going to educate all your next decisions are going to come from. So there's two really important ways that we're going to go about gathering this information. The first is going to be through interviews or surveys. So this is going to be directly asking your potential customers about their needs, their ones, and desires. Now, number two is your MVP. We already discussed the idea of a minimum viable product. Is mainly going to be a great idea to test your assumptions about your ICP. Now the next step in this is to create detailed customer personas. So from the data collected, draft detailed personas that represent your ideal customers. These should include demographics, interests, behavioral traits, and even motivations. Personas mainly help in visualizing your ideal customer, which makes it much easier for your marketing and sales teams to recognize and target them. Some of my clients go as far as drawing these personas out and giving them names and a backstory. I'm not sure how helpful that is, but it might be worth exploring. But let me remind you that your ICP can and will change over time, and you should be open to this. So don't go too deep within this process. Next, you want to stay updated with industry reports and trends. Understanding the broader market dynamics can help you in refining your ICP, another good way of validating your offer and your ICP is using a tool like Google Trends. Next, analyze your competitors. Who are they targeting? Because understanding your competitor's customer base can give you better insights on who your ICP might be. Especially if they're being successful working in the market that you are. Honestly, this is one of the most effective strategies that you can employ because I see so many aspiring entrepreneurs that are fixated on the idea of differentiating themselves and being unique. But honestly, that's just not the best strategy until you've accumulated some business acumen. At first, just copy what's out there. And once that's working, then you can focus on improving and refining it. Because the idea of trying to be unique right away often makes people fall into the trap of doing something new, which might not necessarily be in demand. Like Salvador Dali said, good artists copy, great artists steel. Let's look at some ICP examples from famous businesses that we all know. The first one Apple. Apple's ICP revolves around tech savvy individuals who value aesthetics, innovation, and high quality design. Understanding influences their product design, marketing strategies, and even store layouts. All of it is tailored to appeal to this specific group. Next, we have Harley Davidson. Harley Davidson targets middle aged men who seek not just a motorcycle but a lifestyle symbolizing freedom and a sense of rebellion. This clear ICP helps them in crafting highly targeted marketing advertisements and community building activities. Lastly, we have HubSpot. HubSpot focuses on small to medium sized businesses that are looking to scale their operations efficiently. This clarity allows them to create highly relevant content and tools that attract and convert this specific demographic. Now it's your turn to define your ICP. Step one, gather data from your current customer base and market research. Step two, identify patterns and common characteristics. Step three, create a detailed but flexible persona for your ideal customer. Step four, validate this persona by engaging with potential customers and collect feedback. And remember, you need to remain open to shift your assumptions as you encounter new information about your customer base. And identifying and understanding your ICP is not just an exercise. Instead, it's a strategic foundation that enhances every single aspect of your business. With a well defined ICP, you're much better equipped to meet the needs of your customers. 5. Do You Have an Offer That Sells ITSELF?: Now it's time to discuss finding your unique offer. So let's zoom out for a second. What is an offer? An offer is a combination of your products and services that solves a specific problem for your niche market. A compelling offer is irresistible to your ideal client because it speaks directly to their needs. The offer is going to be the backbone of everything we do within the course. Think about it. At the end of the day, what we're trying to do with this outreach is communicate a synthesized version of our offer. In order for the value of our offer to shine through in these small doses in order for us to have compelling storytelling that's going to be congruent with our testimonials, our case studies, our messaging, then we need to have an offer that is unique and that works. So the first step in the process is something that we already covered, and that's niching down. And nich down, our goal was to understand broadly who we're targeting. And in crafting our offer, our main objective is to find out what problem we're solving. You've probably heard this 1 million times. Pain points, challenges, problems or hurdles that your niche faces. So let's go back to our one handed juggler example. Specializing in dealing with one handed jugglers will likely paint us as experts in that field. This will give us a good chance of persuading our prospects that we're going to be a good fit to work together. Now, although that's effective, it's not enough. We need to understand exactly what problem we solve for our target audience. And obviously, we need to understand how. Although side note, you often don't want to talk about the how as much as you want to talk about the what can. Imagine that you offer our one handed juggler an exclusive deal on a pair of gloves. That's likely not very appealing. However, if instead you specialize in creating bespoke juggling articles that are specifically weighted to facilitate one handed juggling, then that might change. Essentially, this part of the process entails deeply understanding our target audience. So we can understand their pain points and know what solutions will help them. Even if you already have your product or service and you've been working on it for years, going through this process can help you conceptualize it in your head and help you better communicate your offer to your target audience. I think the easiest way to understand a problem is to find a solution to a problem that you faced yourself or one that you're very familiar with for whatever. Author and entrepreneur Tim Ferris often discusses the importance of scratching your own itch, because these can provide intuitive insights that you otherwise wouldn't have in creating your solution. And a good way to synthesize and simplify your offer so you can zoom out and grab it in a second is formatting it like this. For services, I help X go from A to B. And for products, my product helps X solve Y. Example, Apple's introduction of the McIntosh in 1984 helped non technical users make use of computers. So orienting a business around the problem they solve or the people they solve it for provides a great framework for understanding exactly what part of your product or service is appealing. Now let's look at how we can go about finding this sort of framing for a product or service. First task is to pinpoint the primary benefit that your product or service provides. And this isn't just about what your product does, but how it makes your customer's life easier, better or more enjoyable. This kind of dives into what I was mentioning earlier. One of the pillars of sales is to sell the benefits and not the features. Most people don't want an iPhone because of the 12 megapixel 1.9 aperture camera. Instead, people are drawn to the idea of taking professional looking photos with just their phone. Instead of diving deep into exactly what your solution does, you want to have a strong understanding of what problem it solves and why that's important. And this is very often what we want to stress in our messaging, the pain point of our audience so that we can portray ourself as the solver of that problem. So here's an exercise. List the features and benefits. First, write down all the features of your product or service. Then next to each feature, list the direct benefit that it gives to your customers. Lastly, identify which benefit is most appealing to your target audience. Now, knowing your audience is crucial. You need to understand not just who they are, but what their day to day challenges are, what motivates them, and what they'll value most in a solution. Here, you want to create customer personas. So here you want to gather data through market research or even just what you think that your audience is right now. And this can and will change over time. So don't stress too much about getting it perfect the first time. Following this, you want to build detailed personas that represent your typical customers. So include demographics, psychographics, pain points, and aspirations. And don't worry. We'll cover this more in detail in another lesson. Now, a compelling offer directly addresses a specific problem. So it's important that you articulate this problem clearly in your messaging. So when your target audience reads your message, they'll feel like you truly understand them. Now for this one, your exercise is going to be writing a problem statement. So what is that? A problem statement is kind of just what it sounds like. It's a clear and concise statement of the problem that your product or service solves. So, for example, busy professionals and business owners struggle to convert as much as they would like to through cold email. Next, once you've defined the problem, you have to position your product or service as the best possible solution to that problem. This involves differentiating yourself from competitors and highlighting what makes your offer unique and valuable. For this, you want to create a unique selling proposition or USP. So compare your product or service with competitors offerings. Identify what makes your solution better or different, and this will all culminate into crafting your USP statement that encapsulates this difference. Now, before finalizing your offer, it's critical to test and validate it with actual potential customers. This step ensures that your understanding of the problem and effectiveness of your solution actually aligns with real world expectations. After investing all this time and effort in our product or service, it's often easy for our judgment to become clouded as to what people actually want or need from it. Now, the exercise for this one is to create a minimum viable product or MVP. So essentially, what you want to do is develop a basic version of your product or a simplified version of your service. Then you can offer it to a small segment of your target market. Then you can collect feedback and adjust your offer based on real user experiences. Let me go on a quick tangent about the MVP because it can really be one of the most crucial things in business. Regardless of the product or service you have, it might be a good idea for you to actually start outreach before you have that product or service even set up. All of this to simply validate the reaction of the market. Because we idealize our visions of the world so much that it's easy to fall into a trap, putting a colossal amount of effort before even knowing if people want our product. All of this to ultimately be frustrated. This happened at my first attempt at starting a marketing agency. I were to start one again, I would likely cold call and cold email before even having the agency set up just to see if the niche and problem I'm picking make any sense at all. Now, the last step is to synthesize all of the information into a compelling offer. This includes your understanding of the customer, the problem, your unique solution, and real world validation. Use the format. My product or service helps target customer overcome specific problem by unique solution. Ensure that this statement is simple, direct and resonates with the emotional or practical needs of your audience. So, as you've seen, understanding your offer and what your product or service brings to the market is crucial. By following this framework, you can craft an offer that not only meets the specific needs of your target market, but also positions your business for success. 6. Many Businesses Save Countless Hours With This...: Before building an entire funnel around our offer, it's important to know whether this is something that people want in the first place. Luckily, there are ways to validate our offer without having to build the entire infrastructure that surrounds it. The basic philosophy underpinning all of this is what you find described in the book, The Lean Startup. His book, Eric Reese talks about how Toyota got rid of everything they didn't need in order to validate their business and optimize it. Reese says that in business, we have assumptions about our industry, the likelihood of success for our product or service, et cetera, and we have to contrast those assumptions with reality in order to decide whether we pivot or persevere. And the reality is that this can save you countless amounts of time and money. In fact, just the other day, I was having lunch with a tech founder, and she told me that the number one thing that she tells entrepreneurs is to validate their offer ten times as much as they think they should. Basically, imagine someone came up to you and told you the truth about what to sell and who to sell it to. That's exactly what validating your offer can do when you do it right. So how do we do this? Well, to test any hypothesis, you have to first have a hypothesis. Let's say that providing copywriting services to gym owners in your area has a high chance of being successful. Great. Now you need to figure out whether that's actually rooted in reality or just an entrepreneurial fantasy. And there are many ways to test this. But the principle here is that of an MVP. Going back to the lean startup, an MVP is a minimum viable product. That means the most minimal form of your offer that you can create spending the least amount of time and money as possible. The shape your MVP takes will vary tremendously, depending on the industry you're in and the product or service that you're offering. For instance, if your idea is to create a matchmaking software as a service, SAS, then there might be way easier ways to validate this offer than actually building that software. Instead, you might want to start with a simple Google form and matchmake people manually, depending on the criteria that you want your software to follow. After or during this process, you can ask the people testing it what their feedback is. And these people serve as your beta testers in a kind of way. And by the way, these people are your beta testers. So let's go back to our example, copywriting for gyms in our local area. Beauty of this is that, given our assumption is relatively humble, our way of testing it is also going to be. What I'm going to say right now is actually the very thing that I did to start my own business, which took off when I was just a broke college student. So I know it works. Instead of learning copywriting yourself or even hiring someone or even building out this website that lists out your process and everything involved in your offer, you could just skip all that. Imagine that instead of all of that, you start by trying to sell your service. This is sort of shocking if you've never thought about it, but you can actually save a massive hassle if you do it this way. Reality is that a vast majority of businesses fail. Instead, you could have an idea and invest just days, let's say, ten, in trying to get people to buy it. If you try the right avenues and people just don't want to buy it, then it's probably not the best idea. And copyrighting for gym owners, you could open Google and search for gyms about 100 miles away from you and just start to call and speak to the owners. Once you get to the owner, you'd speak to them as if your business already exists and ask if they'd be interested in something so someone taking care of their copywriting and emails to boost their sales. At the end of this brief chat, you'd say that you can tell them more over a 15 minute Zoom call. If you speak to 100 or so and not a single person accepts the Zoom call, then it's probably not the best idea. On the other hand, if you speak to 110 of them want the Zoom call, then you know you've identified a gap in the market, and that's something that you can really press the pedal down on. Now bear in mind that it is really difficult to find gaps in the market, which is why this sort of testing is so effective, so you don't have to waste so much of your time. It takes many businesses decades to find their voice and know exactly who they're targeting and what they're selling. So make sure to spend the right amount of time at this stage. The beauty of an MVP for a service like copywriting is something that you could start from day one. You don't need any prerequisites, and you can just see how people react to your idea. If they don't like it, you can pivot that same day if need be. Do keep in mind, though, that you should have a substantial amount of data before you decide whether this is a good idea or it isn't, don't just think that this works only for services. Similarly, you can apply the same concepts and processes to validate a product. Let's say you want to sell custom designed water bottles, instead of spending weeks or months designing the perfect water bottle, finding a manufacturer, and building a website, you could instead start out by testing whether People want your product. So here's how you might do it. You could start out by creating mock ups of your custom designed water bottles with free design tools like Canva or Photoshop. Then you can post those designs on social media or even run a few ads just to see how people respond. You could even set up a simple landing page with a pre order option. If you get a significant amount of pre orders or good customer feedback, then you'll know that you're on the right track. But if not, you've just saved yourself a ton of time and money. Now, this is the beauty of validating your offer. You could test your ideas without committing too much upfront. The key is to find a quick, cost effective way to gain feedback from your audience. Another approach that you can use for validation is surveys and interviews. If you're not sure what product or service your audience needs, you can just ask them. Tools like Google Forms and Type form make it ridiculously easy to create and distribute these surveys. You can even reach out to these potential customers through social media, emails, or even in person. Insights you gather will help you refine your idea and actually figure out whether this is something that people want. For example, if you're targeting gym owners with your copywriting services, and you can create surveys and distribute to them and see what it is that they struggle the most with when it comes to their communication and marketing services. If a large amount of respondents mention struggling to write effective email campaigns or social media posts, then you'll have a better idea of what it is that you should be doing to help. Another underrated method is to observe your competition. Like, what are other businesses in your niche offering, and how exactly is it, are they marketing their product or service? By analyzing their strategies, you could identify gaps in the market that you could fill. Perhaps your competitors offer copywriting services, but they don't specialize in gyms. That could be your unique selling proposition. Lastly, don't underestimate the power of network. Sometimes simply talking to people in your industry can open doors that you never knew existed. So you could attend local business events, join online forums, or even participate in relevant social media groups. These conversations can give you invaluable insights and really help you in validating your ideas. To summarize, the goal of validating your offer is to test your assumptions with minimal investment. Whether you're offering a service or a product, start small. Use tools like surveys, mockups or direct outreach to gather insights. The more data you collect, the better equipped you'll be in making an informed decision as to whether you should persevere, pivot, or abandon your idea altogether. But remember, validation is not just a one time process. As your business grows, continue to test and refine your offers. Market changes, and so do customer needs. By staying agile and constantly validating your ideas, you'll increase your chances of long term success. Once your idea is validated, it's time to build an entire infrastructure around it to ensure it gets as many sales as possible. Yep, it's time to build our sales funnel. 7. Understand CRO's Role in a Business: Digital marketing, everything revolves around the customer journey. But optimizing this journey isn't just about pushing users down the funnel. It's about reducing friction to get the most value you can because this is where potential customers first encounter your brand, and they might not even be aware that they have a need that your product or service can address. So the challenge here is not to just make your brand known, but to make it memorable and compelling from that first interaction. At this stage, your goal is to capture attention and spark curiosity. So how do we achieve this? Well, let's talk about the website experience. Starts with simplifying your site's navigation. We need to ensure that visitors find what they need without hassle. This makes them stay on your page for longer so they can explore what you have to offer. Next, we focus on clear value driven headlines, and the right headline can make a world of difference. For example, a headline like write with confidence immediately tells a visitor what they can expect by using grammar. It's simple, clear, direct, and speaks to a specific benefit. Page speed is another critical factor. In this attention driven world, it's true that a loss of those few seconds could lose you this potential leap. Ensuring that our website loads quickly is paramount. A fast loading rate helps keep that initial interest alive and it reduces bounce rates significantly. Now let's look at some real life applications of these strategies. Take Spotify, for instance, their use of vibrant visuals and a clear inviting call to action for a free trial. Get Spotify for free, exemplifies how to effectively draw in users. They're not just offering a service, they're offering an experience from the moment that you land on their page. As we move down the funnel, we come to the engagement stage. This is where the initial curiosity sparked by awareness begins to deepen into genuine interest. At this stage, your focus shifts from simply capturing attention. To fostering interaction and building trust. Engagement is all about keeping your audience interested and involved with your content. How do you make that happen? By creating an environment that feels both welcoming and informative. One effective approach is to enhance the trustworthiness of your site. This is basically just including stuff like customer reviews or testimonials, which serve as social proof. Because when new visitors see that others have had positive experiences, that boosts their confidence in your and you're going to want to streamline your site's navigation further. You want to make sure that users can easily find what they're looking for. For example, having clear categories or just cutting the fluff to have only the information that matters on your page. And now let's talk about enriching user interaction. Take Amazon as an example. Their product pages are not just about selling, they're also about informing. They include customer reviews, FAQs and related product sections. This not only helps in keeping the user engaged, but it also aids in helping them make an informed decision. Similarly, Airbnb enhances user engagement by showcasing reliable reviews and having up to date listings. They also highlight the credentials of their hosts like with the superhost badge. This specifically reassures potential guests about the quality and reliability of their stay. By adopting these strategies, you ensure that your site not only brings visitors it keeps them engaged long enough for the next crucial step. By adopting these strategies, you ensure that your site not only draws visitors in, but keeps them engaged long enough for the next crucial stage, conversion. Now we arrive at the crux of our funnel the conversion stage. This is where all of your efforts in engagement and awareness culminate. Here, your main goal is to transform interest into a definitive action, whether that be a purchase, a subscription or another commitment of some sort. The magic of conversion lies in making the process as seamless and compelling as possible. About eliminating any and all barriers that will prevent a visitor from taking that final step. But how exactly can you facilitate this transition effectively? Well, let me show you. First, consider the checkout process. It should be simplified to the most degree. A complicated checkout can deter even the most interested buyers. So you should streamline the steps required to actually make the purchase. You should minimize the need for repetitive information and make sure everything from the product page to the checkout page is smooth and straightforward. Additionally, you should offer as many payment options as possible so it caters to the broadest audience because people have different payment preferences, and this results in many different payment methods. From credit cards to digital wallets, ensure that everyone can buy with ease. Creating a sense of urgency can also drive conversions. Techniques like limited time offers or messages indicating that you have low stock can make users act swiftly. For example, booking.com does this super effectively. On listings that have limited amounts of rooms available, they'll say. They'll say, only two rooms left to book, and this works great for them because this prompts immediate booking decisions by its users. Another excellent example comes from Dominos. Their pizza ordering process is a testament to how streamline service should operate. They offer a real time order tracking system, which not only simplifies the buying process, but enhances the customer experience by keeping them informed at every single step. As you implement these strategies, it's crucial to understand that conversion is not the end. Instead, it's a gateway into further nurturing and relationship successfully converting a visitor not only achieves a sale, but sets the stage for future interactions and loyalty. 8. What Are the Key Metrics to Assess Your Conversion?: Like any journey, navigating through the digital landscape requires a reliable compass. Today, that compass is our collection of key metrics. Understanding these metrics isn't just about gathering data. It's about interpreting this data to make informed, impactful decisions that will impact our marketing strategies moving forward. As we navigate the complex world of digital marketing, certain metrics stand out as indicators for our strategy's effectiveness. These metrics act as our guideposts. They help us see where we're succeeding, and other places, they help us see where we need to improve upon. But now let's delve into the specifics of these crucial metrics. The conversion rate is perhaps the most direct measure of your funnels. It indicates the percentage of users who have taken a desired action on your site. This could be anything from making a purchase to signing up to a newsletter. It's calculated simply take the number of conversions and divide that by the number of people who have visited your site and then multiply that by 100 to get your percentage. For example, if you have an ecommerce site that had 1,000 visitors but 50 conversions, then when you divide that out and multiply by 100, you then get a 5% conversion. This number tells you how effectively your site has turned visitors into customers, and it's crucial for gauging the success of your CRO efforts. Following the conversion rate, we have bounce rates. This metric measures the percentage of users who have left your site after just visiting one page. And a high bounce rate could be indicative of several issues. You can have poor landing page quality, irrelevant content or there could be a misalignment between your marketing efforts and what they actually see on your site. For instance, a bounce rate of 80% on a blog post could indicate that the content either doesn't resonate with or doesn't meet the needs of the audience. And another critical metric in our tool kit is the cart abandonment rate. This one is going to be especially significant for e commerce sites. This rate shows the percentage of shoppers who added something to their cart but then didn't go through with the purchase. A high cart abandonment rate could indicate several issues. Could be issues within the checkout process itself or just something else within the buyer journey. Each of these metrics offer different insights into the user experience and your funnels effectiveness. By monitoring and analyzing these numbers, you could identify the specific places that need improvement. Whether it's optimizing your checkout process to reduce cart abandonment, or changing up the flow of your landing page to reduce your bounce rate. While primary metrics offer a direct view into your funnels performance, supporting metrics also offer us some value and insight into our customer's behavior over time. These metrics help us paint a fuller picture of our marketing effectiveness and give us a guiding star when it comes to optimization. The average order value or AOV is a critical metric that tells us the average amount a customer is willing to spend within a transaction. Calculate AOV by dividing the total revenue by the amount of orders. This metric is invaluable because it helps us understand the amount of value each customer is getting from their purchases. For instance, if you're running an ecommerce store and you see an increasing in your AOV, this means that more of your customers are willing to buy either more or more expensive products of yours. Depending on how your store is set up, this could indicate a lot of good things. It could mean that your cross selling is working or some upselling tactics that you have maybe implemented through your checkout process have also been working. Next, we have customer lifetime value or CLV. This estimates the total revenue a business can expect from a single customer throughout their lifetime in the business. The higher the CLV, the more valuable the customer. This metric shifts the focus from short term transactions to long term relationships. And this shift in mindset is great because it encourages strategies that foster rep business. Example, a SAS company might use CLV to justify the high acquisition costs of a new customer, because in their case, they might be running a subscription model, and this means that the CLV per customer can be extremely high. Lastly, we have our CTR, which is our click through rate. This measures the percentage of people who click on a specific link or a call to action relative to the amount of people who saw it. This metric is particularly important when measuring the effectiveness of your ads, emails, or anything else on your page. A high CTR indicates that your message resonates with your audience. For instance, a successful PPC ad campaign with a high CTR indicates that the content is compelling and it's well targeted to its audience. Together with the primary metrics, the secondary metrics allow us to conduct a comprehensive analysis on our marketing strategies. They help us not only attract and convert to retain customers by offering them value. So if you're able to understand and optimize these metrics, you're able to build a much more healthy and successful and effective funnel. So as we dive deeper into CRO, the ability to actually track our metrics becomes even more crucial. So by implementing robust tracking tools, this not only helps us collect data, but to make informed decisions regarding that data. So now let's discuss how we can effectively set up these tools. 9. Google Analytics: Asses Conversion (1/2): Previous lessons and throughout this course, we talk so much about analytics. The specific data that's behind your content, where our purpose is to optimize it to its max. But simply knowing what a conversion rate or a bounce rate is is not sufficient in itself into actually optimizing it on our pages. To optimize these stats by making changes to our content, we have to know what it is in the first place. And that is where our measuring tools come into play. In this course, I'm going to go over two softwares that help us actually compile this data because after this is really a foundation of optimizing our conversion rates. In this lesson, I'm going to take you through Google Analytics, specifically the most recent version, GA four. Now, Google Analytics is really a one stop shop for just about all data that you could compile on your page. If you don't want to go through the hassle of setting up any other softwares, then Google Analytics is really all you need. We get to see a plethora of data. Honestly, an entire course of its own could be dedicated on simply Google Analytics. But since we still have a lot to go over in this course, I'm just going to give us a quick overview of Google Analytics and some of the basic and most important features. Let's get right into it with step number one, and that's actually creating our account. All right, so now I'm actually here on Google Analytics. First step, we're just going to click start measuring. I'm going to go through and create this account and I'll stop if there's anything important that I want to mention to you guys. I'm going to name our account for the landing page that we created Founders focus. Okay, that account creation process was pretty straightforward. So I finished it all. It was super quick, and now it's asking, what kind of platform are we working with? And in our case, we're going to be working with a website. What you're going to want to do is put in your website URL. So in my case, I'm just going to put founders focus. Dot com. And the stream name is going to be founders focus. And then you're going to want to click over here in the settings and show advanced settings, and click here pages changes based on browser history events. Then just click Save and then create and continue. So, it's actually created now, and it's telling us to set up a Google Tag. This Google Tag is basically what's going to be doing the tracking on our page. It gives us two options as to how we can allow Google to access our account. First, we have Install manually. This is basically going to be taking this code, this Google tag, and actually inserting it into the code of our website. Secondarily, this is going to be the option that I presume most of you are probably going to use, and that's install with a CMS or website Builder. So whatever your case may be, regardless if you actually coded your site or use a Website Builder, you could always just install it manually. But if you're given the option, then you should probably just use this faster way that Google gives us use Google if you do use a website Builder that this is compatible because in some cases, you could be using a website Builder and it's just not compatible with this Google Tag kind of Fast Track. But for the most part, if you use one of the big ones, for example, WIX SquareSpace or Shopify, things like this, then it's going to be compatible, and you can do it pretty quickly. So just choose whatever works for you. I'm going to click this and then I'm going to click next. Then I'm going to go ahead and select my platform, which was WIX. As you can see here, these are most of the ones that it's compatible with. Like I said before, WI SquareSpace, Shopify, you also have Go Daddy and all these other ones. Because this all varies on how you have your content, I'm just going to go ahead and skip showing you all this because it gives you directions right here. You don't need to hear me yap about all that. So I'll get back to you when we're actually into the dashboard. So now we're finally into the Analytics homepage. And since I just installed the tag on the site, there's been no data received yet. So it's going to take some time, probably about two days before you get any content that's actually going to be tracked and any analytics that's going to be shown to you by Google. But once you actually put that tag on your website, that really is all you have to after two days, you're now going to get so much analytics regarding your content. But let me go ahead and show you what you can see. So once you're actually here, you're going to want to go to reports. That's going to be where most of our stuff is kind of going to be congregated. So now that we're here, we can just do a little bit of exploring. So these little tabs it has right here are basically summaries of statistics. And as you can see, each one of these is broken down into their own thing. So we have business objectives, right? So we can click that, and this is basically a preset that Google gives us that has kind of a compilation of certain analytics that are going to be important to business objectives, right? So if we click it, we get to see leads, sales, traffic, user engagement and retention, and each one of these have their own subcategories, which contain even more statistics. So just in this one tab and this one little preset, we have all this information. We have, first off, these four subcategories, which then break into way bigger stuff. So as we can click an overview on leads, this is basically going to have all the information of what our leads are going to be doing. So this is mostly going to be like how many people are going to be coming into your page, right? So we can see it right here. The amount of new users, it shows us returning users. And as we scroll down, we'll see more information. So it'll show us active users by the name of audience. So that means where are they coming from. So is this going to be from Facebook, or is it going to be from meta as in Instagram or is it going to be from YouTube? This is the kind of stuff that it tells us. So then we could see active users by city. So for example, if we want to see that a lot of our leads are going to be very active from a certain city, then we can know that we want to retarget our ads to focus solely on that city. And now clicking down to user acquisition, here, as we can see, it says, first user primary Channel group. So this is basically what was the primary channel, which is Facebook, Instagram, YouTube. That's what channel means. Which is that first primary channel that our user came into our site from? This is basically tracking each individual's first contact with our site. So if they first contact us through a Facebook ad, they come from Facebook, and then later they come through maybe Google, like SEO, they just search us up. It's only going to track that first interaction with us, which would be Facebook. As we scroll down, you get to see all this information regarding this. Then let's click down here to Landing Page. Now, last time, how I told you that that statistic was coming from a first primary channel group, which is basically showing us what this user, what was the first channel that they interacted with us with. This one here under Landing page, it shows us basically how many users, how many new users or active users are on our website, but it also shows us how many sessions. The differentiator between users and sessions is that users counts the individuals that have contacted our site. Basically, if one person, right? Let's say Joe. Joe from California. If Joe from California came onto our site, let's say two days ago, he would be counted as a new user, right? Now, let's say Joe from California, since he found our page two days ago, interacted with it ten times. So he came onto our site in ten separate occasions. So if Joe was our only user, then right here, we would see one new user, which is Joe, and we'd see ten sessions. And as you can see, there's so much information here regarding that. So we get to see his engagement time per session. We get to see basically these key events and the key events success rate. So this is basically events that you can program with Google Analytics. So that could be checking out or that could be adding something to a cart. That is what these key events are, and you get to see the success rate. So how many people on your site completed this desired action that you want. Now, I just took you through this business objective kind of preset. And below it, we have user, which user is going to be a little bit less in depth than we saw here at the business objectives, and we saw so much stuff with user acquisition. Um but one thing that I do want to show you here is that we don't just have these two presets. Google gives us a plentiful amount of these. One preset that I particularly like is the Lifecycle one. We can see it right here and it's not published. We just click here and we can click Publish. Here in Life cycle, we get to see a lot of similar stuff, things that you guys can go ahead and explore yourself. But this is one that I personally find to be most successful for me and most applicable to when I'm using these to analyze my own landing pages. But that's not all. If we go back down to library here, we get to see so many more presets. But regardless of these presets or collections, as Google calls them, we could actually create our own. We can start from one that we already like. Maybe that one has a lot of the statistics and analytics that we are going to need, but we just want to add a couple more to it. So I'm going to click on Life Cycle here and say that I'm really interested in my site's bounce rates. So in order to find the bounce rates, I'm going to have to add another detailed report. In our case, here on Google Analytics, that's going to be within retention overview. So I can go ahead and just drag and drop it in. So once we actually save that, we can then go back to our side view here, and under Life cycle, we now see retention. And that's because we just wanted to add bounce rates to our analytics. But we can do this with so many statistics. And like I told you, an entire course can be made about Google Analytics in itself. But this overview that I gave you is majority of what you need. And the best learning when it comes to Google Analytics is really going to be just going through it yourself and finding what's applicable to you. So that's it for this lesson on Google Analytics. And the next lesson, I'm going to take us through Hotjar. And Hotjar picks up on what Google Analytics can't do, which isn't really much, which is why I'm going to take you through the one feature of Hotjar, which I think is going to be most helpful for you. And that is going to be their heat maps. So I'll see you in the next lesson where we'll go over that. 10. HotJar: Asses Your Conversion (2/2): All right. Welcome to the continuation of us learning how we can gather data. So in the last lesson, we went over Google Analytics and GA four. Like I told you there, that one is going to have really most of what is going to be concerning to you. But in this lesson, I want to go over a key and interesting kind of data point that we can use to really optimize our pages. And those are heat maps. By integrating Hotjar into our websites, we're able to see basically what people are doing in their mouse behavior. And Hotjar translates this mouse behavior into heat maps. So what it does is it compiles all the data from users that have been on our site and creates heat map representations of their behavior on our site. So we're able to see a variety of things, and it gives us this data in multiple ways. But enough talking about it. Let's actually get into Hotjar and see it in action. All right. So now we're actually here on hotjar.com. So to get started, we're just going to click Get started for free. Now, go ahead and create your account. Now it asks us, where do we want to gather these insights from. So here, just put in your website URL. So it gives us these options to basically add these surveys to our website. So here, how likely are you to recommend us to a friend or colleague? If this is something that you actually want to put on your page, then you can go ahead and do it. But personally, I don't want that, so I'm going to click Skip. Here's just another variation of it. I'm also going to click Skip. So now that we're here, we're going to click Got it and move on. So now we have a tag installation that we have to do. Like with Google Analytics, this is basically going to be either code or some kind of integration that we're going to have with our site that allows Hotjar to actually collect this data. Since this is the same thing as before, I'm going to just show you these platforms that basically work with it. We have Wordpress, we have Shopify, we have WIX, we have Squarespace. Yet again, these are all the big ones. I'm going to click SmePlatforms, just so I can show you here so you don't have to check for yourself. So right here, it lists all of them. So ones that I didn't list there that they have here is click funnels, Google Tag Manager. They have everything. So, for the most part, if you see your website here, your website Builder, then you can go ahead and actually click on it, and it's going to give you your detailed instructions for that specific one. Now, assuming that you have all of this setup, I'm going to go ahead and take you through the software and what it offers us. So for the very first thing I want to show us is heat maps. So let's click on it. I'm going to just go ahead and do the demo site. So it's going to just show us basically how this works as an example. All right. So now we're actually here on this demo site where it shows us these heat maps. And as you can see down here, there's different map types, and we'll get to all of them in a second. But for now, we're just going to focus on all clicks. So basically, this is tracking where the most clicks have happened. And looking at the heat maps themselves, we basically are able to tell how common it is out of all the people on our site, where do we see the most clicks happen? That is basically going to be illustrated by how red that kind of heat map is, that section of the heat map is. So we see right here on this homepage, the most red dot that we see is right here. This one right here basically indicates that this is the highest clicked thing on our site right now above the fold. This one is also similar with this home button up here. This is also pretty red. And with this option down here as well. And going over this site, we're able to see basically what percentage of all clicks on the site happen in these areas. Right here, we see 0.03% of all clicks on the site happen right here in our top basically navigation area. Then hovering over here, basically this entire homepage section on the left side, we see that 0.32% of all the clicks happened here. Just looking at the heat map of the clicks, we're able to tell one thing that's quite important here. But now, if we want to scroll down below the fold, we see three things that catch our eyes, and that's this one, two, and three. And this is basically telling us what are the most clicked things on this site. So hovering over this number one right here, we get to see that 39.8% of all clicks on this site happened right here. And then right next to it, we see 21% of all clicks happened there, and then 20% of all clicks happened here. Now, what is all of this actually telling us, and what do we want our heat maps to look like? So when it comes to the clicks on our sites, what we want in that is we want them all to be very uniform and very focused in on our set things that we want people to be clicking on, for example, our call to action buttons. If there's clicks happening just about everywhere but that, then we know that we have a problem, and that's something that we have to fix. Because remember, we want people on our site to know exactly what to do next, and we want to lead them and guide them to that next step. So that's why I say that we shouldn't have all these navigation buttons up. Because we want people to go to our desired next step, and we should be basically giving them all the information that they need to do that. They shouldn't have to venture off anywhere else. So now I want to go into a different map type, and that's the scroll. Now, here in this scroll heat map, we get to see basically a percentage of people and how far they got on our page before leaving it. So what do we see right here? We see that 100% of users scrolled this far. This makes sense because if they actually got onto our page, then they're going to see this. This is above the fold. They don't have to scroll at all to see this. So we see here that this is the average fold. It says average fold because on different devices, that fold is going to be shifted just a little bit, not by a lot, but a little bit. So we get to see right here after the fold, we see a 25% drop off. 25% of people didn't scroll at all when reaching our page. Then if we scroll down a little bit more, we get to see with our mouse basically what the percentage is at each point. Right here, we see that above the fold, so there should be everyone. Right as we go below it, Bm instantly drops to 71%, which is essentially a 30% drop off. But after this 30%, we see that it's quite consistent. From the top of the page to the bottom, we're only losing about 0.3% of people. And then as we're moving on, we see that we have another basically 7% drop off here. Then after the 7% drop off, we see 0.9% scrolled this far. I went from 65% to basically zero. That makes sense because there's no content below this. How do we interpret this data? With this, we're obviously wanting to keep the most amount of people on our page at any given point. But numbers can tell multiple different stories because if we have a call to action button above the fold and then directly below the fold, we then have, let's say, a 30% drop off like this, 70%. But we had almost everyone click our call to action button or at least all the people that dropped off only dropped off because they moved to a different page. Then obviously, that's going to be okay. What we're really looking for is what percentage of users that dropped off dropped off solely because they left our page completely and they didn't move on to the next desired step through, let's say, a call to action button. Now moving on, we can go into engagement zones. Now with engagement zones, they basically summarize the all clicks map type into something that's a little bit more condensed and easier to interpret. So we get to see here these really light colored squares. They mean that engagement is moderate here. But then we see the darker ones, which is engagement is very high. Engagement is very high. So, this should, for the most part, make sense to you because this is going to be engagement is going to be representative of where people's mouses are and where they're clicking. It's gonna be something that is going to be comprising these both into kind of one statistic. So the engagement zones should really be all on your call to actions. If we see engagement on places that aren't our call to action, then this could mean one of a few things. For the most part, it could just be users are confused and they don't really know where to go next. So in that case, you're going to want to make sure that you really have a streamlined page. So users aren't confused because we want to reduce friction the most amount possible. The last one that I want to show you, which is pretty funny is Rich clicks. Here on this site, it doesn't seem to have any RC clicks. But yet again, this is taking that confusion thing that I said before with engagement just a little step further, people are really frustrated with your page and they don't know what to do. And they're clicking something that they think should do something, and they're just spamming it, that is a rage click. So the same thing applies with the engagement zone. If you're seeing Rage clicking, then this is something that you should probably address so you don't have users that are going to be frustrated because when they're coming to your page, frustration is really the last thing that you want any of your potential prospects to be. So that was our quick overview of Hotjars heat maps. Now another feature that they offer that I think is quite interesting that we can use is their replay feature. This replay feature basically allows us to see what users are doing on our site. The heat maps is a compilation. It takes all the data from all users and compiles it and shows it to us. But the replay feature allows us to go to individual users and see their action on our site. To actually view this, we're going to go over here and go to session replay. Under session replay, we're basically able to see all these replays of people that have been on our and we get to see a lot of statistics that are also associated with this. So with each session, we get to see multiple things. So, right here, each one of these is one replay, and we get to see how long they are. This one was a two second duration clip. So this is basically a bounce, someone that got onto our page and then left immediately. We get to see all this information about these people. So, right here, we get to see that it's a two second duration clip. So the person was only on our page for 2 seconds. So they were basically a bounce. They got on left immediately. We also get to see that they're from Greece. We see their browser. It's Google Chrome. You can see their screen size. So basically, what did they look at us on? Was it on their desktop, on a computer or was it their phone? But let's actually go ahead and go into one of these to check it out. And I'm going to go ahead and do this third one, which is someone from Ireland. So let's just click it and look at this replay. So we get to see here basically a bunch of key things about this replay. So, I'm going to go ahead and back this up so we can see this. We see this one starting here, and we see that it's segmented into the pages that they clicked on. So we see the mouse down here and we see the movement. We see that they click something there, and now they've been taken to this page where they're going to input their information. And whenever they do input information, you can't ever see what they're actually typing just for privacy reasons, of course. But this is more of to see, like, specific things. So where you see each kind of individual and how they're navigating your page. Because at the end of the day, the heat maps are really going to be a compilation of all of these. When you're looking at just one person individually or even ten people or maybe more, it's going to be harder to really get an idea of the kind of overall use of your site. The heat maps are really going to be the key here and they're going to be giving us the most information. But these replays are still valuable, and you could go ahead and look at them if you want. And now, given we're here, I'm just going to go over another couple key things that Hotjar gives us. So going over to the overview right here under dashboards, we have to see a couple of things. So we see sessions. This is the amount of times people have came onto our page. Remember, this isn't the amount of people that have accessed our page, but this is the amount of times that they have that everyone has used our page. So one person could use our page ten times, and that's going to be ten sessions, even though it's just one user. So moving on, we have an average session duration. So this is how long someone's going to be on our site, and 38 seconds isn't great. Really, depending on how long your page is and how much information is there, this one should really be higher. The average pages per session. In this course, I've mainly been showing you that you want to have something that's extremely focused, so you should really only have one page, but if you have a bigger website, then this might be something that's interesting to you. It gives us more statistics here, more analytics that are quite self explanatory. Pages with age clicks. This one very important so as we scroll down, we see top traffic channels. So like I said in the Google Analytics lesson, this is basically channels are where people are accessing your site from. If they got to your site from Facebook, let's say that you have some paid ads there or paid ads on Tik Tok, then it'll basically show that here. I'll say that this is where the traffic came from. The way that we can use this to optimize our pages is, say, for example, we have paid traffic on these different channels, and we're spending the same amount of money on each channel. So $10,000 on TikTok, $10,000 on Facebook ads, and $10,000 on Google Ads. If we see by far, we have the most people from our site are coming in from Facebook, then that tells us that we should put more money into our Facebook ads, and we should focus less on the other platforms that aren't doing us as well. All right. There you have it. There is your quick overview on Hotjar and how you can use it to basically better your conversion rates. Now that concludes our data collection for this course. What I want you to do is go ahead and implement these to your pages. Go ahead and go on Google Analytics and Hotjar, get their tags, and put them onto your pages so you can start getting this data ASA. 11. Nobel Prize Economics to Increase Sales (1/2): You ever wondered why someone will choose a $300 pair of sneakers over an equally functioning $50 pair? Or why someone would just abandon their cart at the last step of the checkout process. These questions are more than just puzzles for business owners and marketers. They reveal something fascinating about human decision making. And the answers often lie in something called cognitive biases. Cognitive biases are the mental shortcuts that our brains use to make decisions. These shortcuts help us process information quickly, but they often shape our behavior in powerful and often invisible ways. They influence everything from what we buy to how we respond to an email, even whether we trust one brand over another. In these next two lessons, I'm going to take you over seven crucial biases. Seven forces that once you understand them will not only help you predict but guide user behavior. Now, let's begin with our very first bias, which is anchoring. Anchoring is one of the most pervasive cognitive biases in decision making, and it's all about the influence of the first piece of information that we encountered. When we're presented with new information, especially a number or a value, that piece of information becomes our mental anchor. So everything else that we consider afterwards is judged by that initial anchor. So let's go back to the shopping example that I mentioned earlier. You see a jacket listed for $300, but it's discounted for $150. That $300 price tag becomes the anchor. It makes the $150 price tag feel like a fantastic deal. Even if that $150 is still more than you're willing to spend. That's the power of anchoring. So how can you use that information? Well, anchoring is particularly effective in pricing strategies. For example, if you've ever looked at pricing tiers in a subscription, then you've probably seen anchoring in action. Companies often highlight their premium or highest paid plans first. Why? It's because it sets a mental benchmark. When you see the lower tier options, they suddenly become that much more reasonable. Even if that's still more than you were willing to pay. So if you're running an ecommerce site, always display the original price of it right next to the sale price. You've seen this on countless sites. A $300 product slashed out with that sale $150 in bold text. That visual cube triggers the anchoring effect, even though you might not have saw it first, and it still makes that feel like it's great value. One of the most famous examples in anchoring is actually in the restaurant business. Have you ever noticed the most expensive wine bottle on a menu? Well, it's actually not there because the restaurant expects you to buy it. It's to make the second or third most expensive wine bottles feel that much more reasonable. By anchoring your perception of value in that pricey bottle, they guide you towards a less expensive one that feels much more reasonable. Next up, we have loss aversion. This is one that is deeply ingrained in human psychology. Loss aversion is the idea that people are more motivated to avoid losses than they are to get gains. In simpler terms, the pain of losing $100 is far greater than the joy of gaining $100. You've likely encountered loss aversion without even noticing it. I've ever seen phrases like only two left in stock or this offer ends in 24 hours. Those messages create a sense of urgency by tapping into our fear of missing out. Or Fomo. The idea of losing the chance to buy something or missing out on a deal is often enough to push us to take action. Going back to booking.com, they're a master at using loss of version. If you've ever booked a hotel on their platform, then you've probably noticed those banners that say, only one room left at this price, and that message is designed to make you act quickly. This is not because you've rationally weighed all your options and decided that this one is the best. It's simply because you don't want to risk losing that room. So when it comes to using loss of version in your strategy, one effective approach is to highlight scarcity. If you're running an online store, you could have messages like limited stock available. Or you can do booking.com and list the amount of things that you have in stock. These small tweaks can make a big difference when driving conversions, especially if your customers are just on that fence. While scarcity and urgency can drive action, overusing these tactics or creating a false sense of scarcity can really backfire on your brand's credibility. For example, if on your site, you have only three left in stock of a certain item, but every single time they come to your site, they see that customer will probably stop trusting you. But when used responsibly, it is an extremely powerful tool to guide user behavior. This is because it helps you create a sense of urgency that aligns with your customer's natural decision making process. Now, let's talk about social proof. This is one of the most influential cognitive biases, especially in our digital world. Social proof is the idea that when people are uncertain, they look to others for guidance. In essence, we assume that if people are doing something and this is the right thing to do. Think about the last time you shopped on Amazon. You probably checked the star ratings and read some reviews before clicking Add to Cart. Why? It's because when you see other people's experiences, this reassures us. It tells us that this product has been vetted and it's safe for us to trust. And social proof can come in many forms, like customer reviews, testimonials, trust badges, like best seller, and even the amount of followers that a brand has on social media. When we see these indicators, we feel much more confident about our decisions. Let me give you an example. Airbnb uses social proof brilliantly. When you're browsing listings, you'll notice phrases like 500 plus glowing reviews or badges like Superhost. These signals make you trust the listing more, and it reduces your hesitation. You're not just booking a place to stay, but instead, you're following a crowd of satisfied travelers who have already stepped in those shoes. When it comes to incorporating this for your business, one of the simple and most obvious ways is to incorporate either customer reviews or testimonials to your page. But don't just stop at showing that positive feedback. The context matters. Add their name, a photo, and even a short bio of the person if possible. It makes that testimonial feel authentic and relatable. Another great tactic is to highlight metrics that demonstrate popularity or trust. This is something that I actually did in the promo video for this course. Introducing myself as Adam Taylor, I've said that I've taught thousands of students all across the world. Come on. After hearing that, you have to assume that I know at least a little bit about what I'm doing. Messages like this reassure your audience and gives them confidence that you will be, in fact, providing them value. Now let's move on to the decoy effect. This is a bias that's all about comparison and how we perceive value. The decoy effect occurs when introducing a third less attractive option, making your target option that much more appealing. This one is another clever way to guide decisions without making them feel forced. Here's an example that you've probably heard about or even encountered. Netflix's pricing tiers. They have three options. The basic one for 699, a standard one for 15 49, and a premium one for 22 99. The basic plan offers minimal features, but the premium one feels like overkill. This makes the standard one look like it's the best value. The middle option becomes the most appeal. And that's not an accident. That's by design. The premium plan acts as a decoy which makes the standard plan look much more reasonable and valuable by comparison. What are some ways that we can apply this decoy effect in our businesses? Well, similarly to anchoring, it works especially well in pricing strategies. Let's say you offer digital marketing services. You could create three packages. A basic plan for $500 that has minimal features than a premium plan with all of the bells and whistles for $3,000, and then a mid tier plan for $1,000 that has most of what a client would need. That $3,000 premium plan isn't there necessarily to sell. It's to make that $10,000 option look like a bargain. And if some people along the way want to go for that $3,000 plan, then that's good for you. A key point to remember is that the decoy should be just close enough in price or features to your target option to make that comparison feel natural. If that decoy is too far off, either too expensive or just irrelevant, then it won't work as intended. That's it for this lesson. In the next lesson, we're going to finish it off with the three final cognitive biases. 12. Nobel Prize Economics to Increase Sales (2/2): Now let's talk about primacy and recency effects. These ones are two closely related cognitive biases that influence how we remember information. The primacy effect is that we're more likely to remember the first piece of information that we've encountered. While the recency effect means we're also more likely to remember the last thing that we saw. Together, these biases shape how we process and recall content. To see this in action, think about the last presentation that you were at. Chances are, you remember how it started and ended far better than you remember anything in the middle of it. And this isn't a coincidence. It's just naturally how our brain prioritizes information. For marketers and business owners, this has significant implications. It means that the first and last thing that your audiences encounter will have the strongest impact on. Example, on a landing page, the headline at the top and the call to action on the bottom are the two most memorable pieces of that page. Now, here's how you can use this to your advantage. First, make your headline as impactful as possible. This is your chance to hook your audience and ensure that they stay engaged. Whether it's a bold claim, a compelling question or a powerful benefit, Make sure this first thing that they see grabs their attention. Next, strategically place key CTAs at the beginning and ends of your content. Let's say you're designing an email campaign. Don't just bury your CTA in the middle of the message, instead, include a strong CTA early on and then reinforce it at the end. This way, you're maximizing the impact of both the primacy and the recency effects. Another area where these biases shin is in video content. Have you ever noticed that the most memorable ads hook you in in the first 5 seconds and then deliver that memorable punch line at the end? That's no accident. Advertisers know that these are the two points where you're most likely to retain this information. Now for the next one, the Von Restorff effect. This fascinating bias is all about standing out. The Von Restorff effect also known as the isolation effect, suggests we are more likely to remember items that are visually or conceptually distinctive from those around them. Just think of a crowded shelf in a supermarket. Your eyes naturally gravitate to the product with bold neon colored labeling with muted tones that surround them. That's the Von Restorff effect at it ensures that whatever stands out gets the most attention and is the easiest to recall later. Now, how can you use this in your marketing or design strategies? Well, one of the most simple and effective approaches is with your call to action. If you have a page that's filled with neutral colors, then a brightly colored call to action button will easily stand out. But this principle doesn't just apply to visuals. It applies to content too. So let's say that you're writing an email to announce a new product. You can make the key offer or benefit stand out by isolating it in its own section. This creates a visual break that naturally guides your reader's eye the most important message. One of the most popular ways that companies implement this is on their pricing pages. And this is to highlight their most popular plan. They might surround that plan with a colored border, larger text or use badges on that plan, like Best value or most popular. This isolates the plan and makes it more memorable. Often guiding users to actually select it. But one key tip when using this is to use it sparingly. If everything on your page or design is bold, colorful, and isolated, then nothing will really stand out. So the key here is to know that the power of this bias lies in contrast. So choose one or two elements for you to highlight and keep the rest subtle. Now we've reached our final bias, zero risk bias. This bias represents a simple yet powerful truth about human nature. People prefer eliminating risk entirely rather than reducing. Even if the reduction of that risk will provide them the greatest overall benefit. Here's an example for you. Imagine you're choosing between two health insurance plans. One plan reduces your out of pocket cost for 80% of your medical expenses while the other one eliminates the cost entirely for one specific treatment. Even if that first plan would save you more money overall, a lot of people still gravitate to that second option because it removes the risk of that one single treatment entirely. It's just that that certainty of zero risk is incredibly appealing. Of the most common and effective ways of implementing this is actually by offering guarantees. Yet, again, this is another thing that I implemented in my promotional video. I made it clear that you have a 30 day money back guarantee. So by sharing messages like this and reassuring your audience, you remove that risk of them losing money entirely. You're making this decision easier for potential customers because at the end of the day, this is the risk that everyone is concerned about. They don't want to lose their money. About software companies that offer a try it for free for 14 days option. Customers are more likely to give it a shot because the risk is eliminated. They don't pay until they're sure that the product is worth it. Lastly, one industry that uses zero risk bias exceptionally well is ecommerce. Think about how many online stores offer free shipping and free returns. These policies completely remove the risk of making a bad choice. If the item doesn't fit or meet expectations, then the customer knows that they won't lose anything by just sending it back. Now, with that, we've covered all seven cognitive biases. From anchoring to zero risk bias, you now have a toolkit of psychological principles that you can use to guide your audience's decisions, and improve your strategies. Now, what do all these biases have in common? They're all about understanding how people think and behave naturally. When you use these principles honestly and genuinely, you're aligning your strategies with how people naturally make decisions. This leads to better experiences for your customers and more effective outcomes for your business. But remember, this is just the beginning. The seven biases we discussed today are foundational tools, but they work even better when they're paired with emotional triggers, storytelling, and a well designed user journey. And our next lesson we'll dive deeper into emotional triggers, exploring how feelings like curiosity, excitement, and maybe even a little fear can drive action. 13. Psychology to Increase Conversion (1/2): Why do some ads make you click while others just fade into the background? Is it the design, the colors or maybe it's the catchy words. While those things matter, the real magic lies in the emotions that they evoke. There's been much research that shows that emotions play a larger role in our decision making than logic. Whatever the feeling may be, these emotions guide our behavior. So now I want to tell you about three emotional triggers that play a huge role in decision making. Our first trigger is perhaps going to be the most important one. That's trust. Without trust, no amount of clever wording or flashy design will work. If someone doesn't trust your brand, then they won't buy from you, no matter how amazing your product is. We've already talked in detail about how we can convey trust on our content. Like I said before, we could use customer reviews, testimonials, case studies, and even trust badges to convey this trust. If we look at Amazon, we see how they've mastered this because their most effective tools are their reviews and those verified trust badges. Like, for example, when you search a product on Amazon, when you see those best seller badges or Amazon's choice badges, those are going to be the ones where you're probably most likely to purchase. Similarly, companies like Dropbox use phrases like trusted by millions worldwide. Simple, but yet powerful. Now, for our second trigger, it's urgency. Urgency surrounds those quick decisions that you make out of a fear of missing out. It's a powerful motivator because it plays on our fear of loss of missing an opportunity. Like I've mentioned before in this course, with booking.com, when they say only two rooms left at this price, this is something that drives urgency. Another example comes from Sephora. They send these flash sale texts, which often say something like last chance to say 50% off. Offer ends tonight. Like we've discussed before, you can add urgency to your content in multiple ways. You could add a countdown timer to your landing page or emails. You could use phrases like limited time offer or last chance to act in your call to action. Lastly, you could highlight low stock or availability, like only three left in stock. Finally, let's explore curiosity. If you create intrigue in your ads, then people are much more likely to engage. Take Grammar these ads, for example. They use headlines like, are you making these common writing mistakes? It sparks just enough curiosity to maybe make you click or look at Duolingos messaging. Learn a language in just 15 minutes a day. It's specific enough to sound credible, but it still leaves you wondering how it's possible. To do this in your content, you can use open ended questions or mystery in your headlines. For example, you could do something what's the one thing missing for your success? You can design your campaigns with a hint of the unknown, such as teasing a new product or feature. Now that we've discussed the triggers, let's talk about how we can translate them into design and copy. This is where colors, visuals, and consistency come into play. Understanding emotional triggers is one thing, but designing for them is something completely different. This is where everything that we've discussed actually becomes tangible. Let's break it down into three areas. Emotional colors and visuals, emotional copywriting. Maintaining consistency at every single touchpoint. Let's start with colors and visuals. Whether we realize it or not, colors influence the way that we feel. They're completely tied to psychology. For example, blue is associated with trust and credibility. It's why major platforms like Facebook and Linktn use blue predominantly in their branding. Now, on the other hand, Red conveys urgency and excitement. Think about brands like Netflix or Coca Cola. Both of these brands use red to create excitement and energy. But it's not just about choosing a single color. Let's say you want to emphasize urgency on a landing page. You might use red or orange for your CTA buttons because these inspire urgency and get people to act. But if you're building trust, then softer tones like blue or green might be more effective in this. Visual storytelling is another crucial element because people don't just connect with colors, they connect with stories. Imagine a Coca Colab. It's not just a picture of a soda can. It's family sharing a coke at a picnic, friends laughing at a barbecue. Kids running through sprinklers on a hot summer day. These visuals create an emotional narrative, one that ties the brand to joy, connection, and celebration. Now, compare that to slack. Their visuals use calming pastel tones and simple designs. The goal isn't to energize you, it's to make you feel at ease. Like using Slack is going to simplify your life. So when applying these to your own campaigns, start by asking yourself, what emotion do I want my audience to feel? Then choose the colors and imagery that evoke this emotion. Because remember, it's not just about looking good. It's about making people feel something. Next, let's talk about words. Emotional copywriting is one of the most powerful ways for you to inspire action. Think about the difference between saying Buy this product now, and you deserve this. That second one taps into a deeper feeling. It's not just about the product anymore. It's about the person. Let me give you an example. During the pandemic, Airbnb ran a campaign with a slogan, live anywhere, work anywhere. It wasn't just the tagline. It was a message of freedom and possibility at a time where everyone felt stuck. That's the power of emotional copyright. Connects with people on a deeper level. Another example are phrases like, don't miss out or last chance to save. They create a sense of urgency, but they also make the reader feel like they're part of something more, something more exclusive or important. So when crafting this emotionally charged copy, start by thinking about your audience. What do they want? And what do they fear? Then use language that speaks directly to these emotions. This goes into the adage, lists the features and not the benefits. So paint a picture of how your product or service will make their life better. For instance, if you're selling a time management app, then you might write take your day back and focus on what matters the most. Notice how that's more engaging than simply saying track your tasks with ease. The key is to show your audience that you understand them and that your solution is designed for their needs. Finally, let's talk about consistency. Emotions are fragile. If your messaging and design are inconsistent, then it can break that emotional connection that you're building with your audience. Think about Uber. Their brand is all about reliability and simplicity from their ads to their app, Everything feels seamless. The clean design, the straightforward language, and the promise that a ride is just a tap away. It all works together to reinforce that same feeling of trust and ease. Now, imagine if Uber's ads were sleek and modern, but their app was all clunky and confusing. It would create a disconnect, wouldn't it? That's why consistency is so important. Every touch point, whether it's your website, your social media or your newsletters, it all needs to feel like it's coming from that same place emotionally. So in your case, you want to first define your brand's emotional tone. Is it playful, professional, maybe inspiring? Once you've nailed that down, make sure it's reflected in everything you do. From the colors you choose to the words that you write. And second, think about the customer journey. If someone discovers your brand through a playful social media ad and then they go to your site and it's all about professionalism, then they might feel confused. So make sure that you're aiming for harmony. The emotions that you evoke in one channel should then carry on to the next. Designing with emotion in mind isn't just about making things look good. It's about creating a cohesive experience that connects with your audience on a deeper level. Colors, visuals, and copy all work together to build trust, spark curiosity, and inspire urgency. And when you do it right, you're not just selling a product. Creating a feeling, a connection. That's what makes people choose your brand over the competition and come back over and over again. 14. Psychology to Increase Conversion (2/2): You ever found yourself binge watching Netflix, even though you only wanted to watch that one episode? What made you do it? Were you really that desperate to keep watching? Probably not. What most likely happened was subtle almost invisible but incredibly effective. I'm here to tell you that you were nudged. Nudge theory is a cornerstone in behavioral economics, and its applications in CRO can be quite frankly game changing. A nudge is a small, deliberate design choice or messaging technique that guides users towards a desired action without forcing them. Imagine this. You walk into a cafeteria. Salads and fruits are placed at your eye level while chips and soda are tucked away and hard to reach. Most people without even realizing it, are going to go for the healthier option. That's a nudge. Now we'll take that same principle and bring it online. A best value badge nudges you towards a specific pricing option. Or a countdown timer for some sale on ecommerce website can nudge you into actually going through with some purchase. Or we have Netflix auto playing that next episode, making it completely effortless to keep watching. These small nudges, when strategically placed, can have an enormous impact on user behavior. And when applied to CRO, they can mean the difference between a user bouncing off your site actually completing your desired action. At their core, behavioral nudges are just subtle interventions that are designed to take users to a desired action without restricting their choices. They don't force anyone to act. Instead, they make a particular decision, feel natural, easy, or effortless. So just think of it as a gentle push in the right direction, something that aligns a person's behavior with their desired outcome without them even noticing. Going back to the Netflx example, this autoplay feature removes the friction of any user on Netflix having to make a decision to continue watching because it does it for them. You don't have to pick up the remote, search for the next episode, or do anything. The easiest choice is to keep watching. So you do. This is what's known as a default option, and it's one of the most common types of nudges. People tend to stick with the default choices because it's effortless. In CRO, we see this used all the time. Think about subscription plans on a pricing page. Businesses often pre select a best value or most popular option because it nudges users to make that decision. Not forced, but it feels like it's the obvious decision, so many people often just go with it. By now, you're already familiar with the power of urgency, scarcity and social proof. These are all things that we've touched on throughout this course. But it's worth revisiting them here to emphasize that these two are behavioral nudges. Social proof remains to be one of the most effective nudges in Sierra because bestseller badges, five star reviews are messages 12 people are viewing this item right now, reduce uncertainty and create trust. Because if other people are making the same choice, then users feel reassured that that choice is the right one. But now that we understand what nudges are and how they work, let's discuss how we can actually apply this to our businesses. Let's start with an example from the ecommerce industry. If you've ever shopped on Amazon, then you've probably seen the frequently bought together section on a product page. Here's how it works. You're looking at a product, say it's a phone case, and right below Amazon suggests pairing it with a case and a charger. All three items are bundled together, and there's even an option to add them all to your cart in just one click. It's seamless, convenient, and most importantly, it's effective. So by framing the bundle as a smart and complete purchase, Amazon increases their average order value without forcing the customer's hand. So in regards to your ecommerce store, let's say that you sell fitness gear. When a customer adds a yoga mat to their you can nudge them by suggesting a bundle that has a water bottle and a foam roller. So you're not only just nudging a user towards a larger purchase, but you're also making their shopping experience much more convenient. It's a win win situation. Now let's move on to SAS businesses. Imagine you offer three subscription tiers. By pre selecting that P plan and labeling it as most popular, nudge your users towards that option that balances price and features. It's still their choice, but the decision just feels a little easier and more guided. So now that we've seen how behavioral nudges work and even some practical applications, let's look at a case study. Let's look at Duolingo. They rely heavily on defaults and gamification to keep their users engaged. For example, when you sign up, Duolingo prompts you to set a goal for your daily language practice. The default option is a modest and achievable goal, say, 10 minutes a day. By making this the default Duolingo reduces the friction of the user having to make a decision. On top of that, they also have them commit to this consistency. But that's not all. Duo also uses gamification nudges to keep their users coming back. If you've ever used the app or even heard of the app, then you've probably heard of their streak feature. This feature awards you for completing your daily goal every day. Missing a day means breaking a streak, which feels like a loss. As we know through a previous lesson in behavioral psychology, this is called loss aversion. Humans hate it. For Duo, the impacts of these nudges have been massive. By combining defaults, streaks and loss aversion, Duo increased their retention rate by over 40%. What does this case study tell us? It's simply that nudges work. They guide users towards decisions that benefit them and the business. And when implemented thoughtfully, they can deliver incredible results. 15. Turn Your Data Into Stories For Conversion: Imagine landing on a business coach's website and seeing this. I helped my clients increase their revenue by over 30% last quarter. That's impressive, but it's just a number. Now imagine it said this. Last quarter, I helped five small business owners add a combined $100,000 to their bottom line. Money invested into hiring, marketing, and scaling their businesses. Suddenly, it's no longer a stat. Instead, it's a story a story about real people, real impact, and growth. It's the kind of message that grabs attention, inspires action, and builds trust. This is the magic of the data to story framework. Data is everywhere in CRO. Bounce rates, click through rates, conversion rates, there is no shortage of any rates out there. But numbers alone don't drive action. Your data might look or sound impressive. It doesn't tell a compelling story. It won't inspire decisions or results. That's where this framework comes in. It helps you translate those raw numbers into narratives that drive action because here's the truth. Data tells you what happened, but stories explain the why and the how, and that is what inspires action. At its core, storytelling is about taking raw data and making it relatable, meaningful, and actionable. Don't get me wrong. Numbers are essential, but without context, they're just that. Their numbers. A story transforms data into something that actually makes sense to people. Studies show that stories activate the emotional center of the brain. When we hear a story, we don't just process the information logically. We feel it. Instead, presenting only numbers often triggers a simple analytical response. And usually this fails to inspire. So you're going to want to always keep this key tip in your mind. Always tie your data to a specific outcome or benefit. Now that we understand why storytelling matters in CRO, let's actually break down the data to story framework. The framework consists of four key components. Context, insight, action, and impact. Let's go through each one. First, we have context. Context sets the stage for your story by answering the question. Why does this matter? This is where you introduce the problem or challenge that your data highlights. Imagine you're a meal prep service speaking to potential customers. Instead of saying, our bounce rate is 70%, could say this. We noticed that 70% of our visitors left our website without exploring our meal plans. That told us that we weren't showing them how our service could save them hours in the kitchen every single week. See, there, your statistic was more than just a number. It's a message that connects with your audience's problems and highlights a solution that you can provide. The second component is insight. Insights reveal the key findings from your data, the aha moment that helps explain your problem. So continuing with that meal prep example, let's say that you use some heat map technology to analyze user behavior. You discovered that most users weren't scrolling down the fold. So they never saw your call to action button. Well, that there is your insight. Heat map data showed that users weren't scrolling far enough to see our call to action, which meant they weren't engaging with the page as intended. At this point, you've identified the problem and uncovered the insight. Now it's time for the third component. Action. Action outlines the solution you implemented based on your data. This answers the question. What did we do about it? Here's how the story continues. To address this, we repositioned our call to action button above the fold with some texts that inspired a sense of urgency. It said limited time offer. See, that action is specific, clear, and directly tied to your insight. Finally, we go to impact, and impact is the outcome. It's the result of your action. This is where you answer the most important question. What happened as a result? For example, our story can conclude like this. After repositioning our call to action button, conversion increased by 25%, and this led to an additional $10,000 of revenue that. So do you see how this works? The data to story framework connects the dots between a problem, a finding, a solution, and an outcome. It's a logical flow that makes your data meaningful and actionable. The beauty of this framework is that it's simple, repeatable and works for just about any kind of data. The final key to the data to story framework is knowing your audience, especially as a business owner speaking to your ideal audience. The way you craft your story should align with what they care about the most. Let's look at examples across a few different niches. If you're a business coach targeting entrepreneurs, then focus on the financial impact of your work. So you could say, after working together, my client increased their revenue by 30%. This added an extra $30,000 to their bottom line. See, this resonates because entrepreneurs want tangible, measurable results. Now, if you're starting a time management app for busy parents, you're going to want to highlight emotional outcomes. For example, you'd say, by using our app to save 2 hours a day, parents are telling us that they're reading more bedtime stories and spending more quality time with their kids. This shows your audience that you're not just saving them time, you're improving their lives. Now, lastly, if you're a fitness coach speaking to professionals, then emphasize lifestyle improvements. So you'd say, my program helped a client lose 15 pounds and regain their energy. So they're now more confident in the boardroom. And at home. Frame your impact in a way that connects physical results with personal success. So remember, story telling isn't just a one size fits all. So the way that you craft your narrative should align with your audience's needs. So now it's your turn. As you approach your next project, think about the data you have and the story you're trying to tell. 16. Convert Through Your Landing Page: Imagine a world where your website visitors don't just land on your page, but they stay, engage, and take action. That's the power of a high converting landing page. Today, we're going to dive into the five core elements that turn your regular old landing page into a customer converting machine. And no, we're not just talking about getting people to click. We're talking about grabbing their attention, building trust, and driving conversions like never before. These five elements are the building blocks for creating a landing page that delivers results. Now, let's jump into the first one. Your unique selling position. This one is going to be comprised in your headline. It's the very first text that people are going to see when they open your page. So ideally, it's short, punchy, and above all else, clear. This unique selling position or USP is the hook that grabs attention immediately. It's what makes your visitors stop scrolling and think, This is exactly what I need. The more specific and compelling your USP is, the better. So I want you to think of this as the ultimate promise that you're making your potential customers. So it's not just what you do, but it's how you're different and why they should care. Whether it's your unbeatable pricing, exceptional speed or a solution that nobody else offers, your USP should stand front and center. Make sure it directly addresses a pain point or desire that your target audience has been struggling with. Let me give you a classic example. Domino's Pizza once had a simple yet powerful USP. It was, you get fresh, hot pizza delivered to your door in 30 minutes or less or it's free. So you can see that's clear, direct and packed with value. Visitors instantly understand what's at stake and why they should order from Domino's. Now, for your landing page, your USP must be concise and placed right at the top where it can't be missed. When you do this right, it gives visitors confidence that they're in the right place. Now let's talk about your hero shot. This is essential number two, and it's the visual star of your landing page. As the USP in the headline is the first text that someone will see on your page, the hero shot is going to be the first image that they'll see. So this one really needs to make an impact. Your hero shot should instantly communicate the value of your product or service. The adage, a picture is worth 1,000 words is especially true in the short attention span world of the Landing page. Your hero shot is the visual representation of your offer, and it can help your visitors understand what it is or what it looks. Key here is clarity. Whether it's a high quality photo, a product demo or an eye catching illustration, your hero shot should make your visitors understand what your offer is at a glance, even if they don't read your headline. There's actually been research that has shown having a photograph of a real life person will get you higher conversions than having a picture of your product or a screenshot of some this is because showing photos of people tends to be more memorable and increase empathy in your website visitors, making them more likely to buy. There was even this one study that showed just adding a picture of a person to a landing page, increase conversions by over 102%. Now, if you don't have any images, photos, or graphics that can serve as your hero shot, don't worry. I'm going to show you how you can make one all by yourself in just a few minutes in our next lesson. Now, Number three, features and benefits. Now, your landing page is more than just an introduction. It's where you show your visitors exactly how your product or service solves their unique problems. Instead of listing the features, focus on the benefits, the real tangible results that customers can expect by choosing your offer. Sell the benefits and not the features. This one is an age old adage in sales, and it holds true when we're talking about optimizing our landing page. But only to a certain extent. Your visitors want to know what's in it for me. So spell it out. Make sure your benefits are clear, specific, and aligned with their needs. For example, if you offer faster service or better results than your competitors, then show how that translates into value for them. Highlight how their life or business will improve with your solution. Though this definitely doesn't mean that you shouldn't mention the actual features or process of your product or service. Depending on the niche you're working in, this is likely just as important information. So, ideally, you're going to want to have both your features or process and your benefits in their own dedicated sections on your landing page. Now moving on to our next essential aspect. And that one is social proof. People trust other people. There's even this one study that shows that the average consumer reads at least ten reviews before trusting a business, usually spending at least 14 minutes reading customer feedback. Social proof is your chance to show visitors that other people have found success with your by including great testimonials, case studies or reviews, you build trust and credibility with your visitors instantly. The key is to make these relatable. Your testimonial should feel authentic, highlighting real world benefits and showing potential customers that your offer has made a difference. Position them strategically on your page so visitors can see them before making a decision because that little trust is often the final nudge that they need. And if you're just starting your business and you don't have any reviews or testimonials to highlight yet, don't worry. You can still present social proof through trust badges or different certifications that you might have. And another option is that you can have a counter on your landing page that shows how many people you've connected with through your product. Finally, the most critical part of your landing page, and that's your call to action. Now, this is where everything comes together. A strong CTA tells your visitors exactly what to do next, and it makes it easy for them to act. Your CTA should be bold clear and above else, easy to find. This CTA is going to exist on your landing page in two different forms. The first one is going to be its own dedicated button that you will be placing all throughout your page. The second one is going to be its own dedicated call to action section where you go into just a little bit more detail about what this call to action is. So in terms of your CTA button, use contrasting colors and place it in key locations on your page. For example, above the fold. The things that are above the fold on your page are what people see on your page without scrolling. Visitors are most likely to convert when the action is simple and irresistible. Okay, now I've given you all this information, but you're probably asking, what do I do with all this? How do I position it? How do I make it all look nice? And lucky for you, I'll answer this question for you in the next lesson. So I'll see you. 17. Apply These Landing Page Design Principles: Right now that we've already gone over the essentials of a landing page, now it's time to talk about the principles that can bring these essentials to life. In this lesson, I'll walk you through the layout and design choices that make your landing page clear, easy to follow, and effective. Think of it as setting the stage. It's guiding your visitors attention to the things that matter the most. The beauty of these principles is that it doesn't matter what niche you're working in or really the kind of landing page that you're building. Can have these help you serve as guidance to make you build the most efficient and effective landing page that you can. So jumping right into the first principle, it's to create focus. And when it comes to landing page design, simplicity is everything. The very first thing that you're going to want to do in creating this landing page is that you're going to want to ask yourself, what is the one main action that I want my visitors to take? These actions can be one of many things. You can have them sign up for something, say, a free Eok or they can book a call or make a purchase. Whatever that action may be, it's going to be the guiding star to your design. Imagine walking into a store with one product placed front and center. There's no extra aisles or signs pulling you in different directions. It's super clear what they want you to be looking at. That's exactly what you want for your landing page. So how do you create that same kind of focus online? Well, first, you're going to want to start by removing any sort of distraction. So these can be things like extra menus or links or social media buttons, anything that's going to be leading them away from this page. So naturally, given that we want to get rid of all these distractions, what we're going to want to do is lead them to one obvious next step. And if you do want to have other nice to know information, you can keep this all in, like, a collapsible section. So say you have frequently asked questions, keep them in a drop down menu, so it's not going to be taking up extra unnecessary space on your page. This way, visitors have a clear path forward, and the main action serves as the next obvious step. So now that you have a clear focus, the next step is going to be building a structure that will naturally guide your visitors through your page. And the best way to think of this principle is to organize it like it's a story. You're going to want each part to flow naturally into the next. So visitors on your page don't feel lost or overwhelmed. And the first step to doing this is going to be planning an information hierarchy. And this is just a fancy way of saying what order should everything go. It is all going to be depending on the niche or the kind of landing page that you're building, but some things are, for the most part, going to apply to all of them. For example, we're probably going to want to have our unique selling position as the first thing on our page in our headline. Basically, imagine walking your ideal customer through your offer one step at a time. What's going to make most sense for them to see first? What's second? And what's going to be that last thing that's going to be most important? For most cases, that's probably going to be your call to action. That's going to be the last thing on your page. So think through the different components that you need to support the goal of your page. And this is mostly going to consist of the five essentials to a landing page that we went over in the previous lesson. And once you've finally decided on the order of each section, it can be helpful to think about this through a visual perspective. So how much content will each section need? Where will the images go, and how can you break up the sections to be as visually interesting as possible? And the last thing that you're going to want to do is to not dump content all over the place. Remember, the key to all of this is simplicity. This was the mistake developers made in the early days of web design. And if you've ever heard of it, this is how we ended up with stuff like the notorious Space Jam website. It was just a whole bunch of words and links on the page, and you didn't know where to click. Since then, designers have become much more strategic with the layout of a page. Visual heat maps have shown that there are two main patterns that visitors follow when they're looking at a first is an F pattern. Visitors will start at the top left of the page, and then they'll read across, and then they'll just go down to whatever next element or copy there is, and then they'll read across there, and they'll just repeat this process. And this pattern is the one to keep in mind if your page has a lot of copy on it. Now, conversely, if your page is more visual, you're going to want to consider a Z pattern. And this pattern follows a zig zag. It's left to right and diagonally across and repeating that pattern over and over. Structures create a natural flow and keeps things organized. So your visitors can easily follow along without getting lost. Now the next principle is consistency. Consistency might sound simple, but it's a powerful part in building trust on your landing page. When visitors see the same fonts, colors, and style used throughout your landing page, it'll make your brand look a lot more put together and therefore more trusting. So really the best way to frame this is to think of your landing page as just another kind of conversation with your audience. If your website, social media, and other materials all have a similar look, it creates a sense of familiarity. So for some actionable guidance on this, stick to two fonts. One for headers and one for body. And limit your colors to three main shades. This makes your page look more clean and focused rather than busy and distracting. If you've ever seen a major brand like Nike or Apple, then you'll see that they have a consistent style and color palette for just about everything that they release and put out there. Even if you don't have a full brand guide, like, a lot of these big companies, just keeping a few of your elements the same can really help your landing page. Now on to the next pencile. That's drawing attention. Once your page is organized and consistent, it's time to highlight the parts that really matter. Certain colors, images, or even little arrows can help guide your viewers attention to the things that mounter the most. Think about it like a magazine cover. The boldest headlines and images stand out immediately and draw you in. So on your landing page, start out with your brand colors. Feel free to use contrasting colors to make specific sections pop. This is especially true in the case of your call to action. For example, if your page is mostly neutral, then using a bright color for your button on your call to action can really help make it jump off the screen. To actually choose which colors to use in your landing page, start out with your brand colors. And even if you don't have any in mind, just think of one or two that you like personally. Then you can use a color calculator to see what other colors look good with that. Or like we've already talked about contrasting colors to make certain elements stand out. Though don't overdo it with the colors. Like I said earlier, you're going to want to keep it to a max of, like, three to four shades. You can also use directional cues like arrows or even the gaze of a person in a photo to point towards the things on your page that you really want people to be looking at. Like you're call to action button. Yet again, heat map studies have shown that people actually follow these visual cues naturally. So making them point towards your CTA, it can actually have a big impact. Now moving on to the next principle, and this one's actually talking about a specific element on our page, one that we've just talked about quite a bit, and that's our CTA button. So your call to action button is where everything on your page leads. This button should be impossible to miss. It should be bold, clear, and inviting. Think of it as rolling out the red carpet for your visitors to take that next start by making the button large enough to stand out. As a general rule, your CTA button and text should be about twice the size of any body text you have on the page. So it immediately stands out when visitors are looking at it. And with most website building softwares, you're able to play around with button effects, and these are actually going to be quite useful for you because you're going to want to make it way more clickable. So when you're hovering over it and it changes colors or say it hovers off the page a little bit, basically, all of these little tactics to make people want to click the button even more. These small details can actually make a big difference in getting people to act. But along with the button itself, placement also matters. Ideally, you're going to want to have one CTA that's above the fold, which just means when people actually land on your page, they can see that CTA without having to scroll at all. Then you can also place these buttons at about every other section on your page. Because although this is the main action that we want people to take on our page, we don't want to overdo it. We want to make it more of an invitation instead of just a demand. Now moving on to our sixth principle, and that's testimony. Absolutely nothing builds trust like social proof. When visitors see that other people have had a positive experience with your product or service, this can make all the difference. We've already talked about the importance of testimonials and building social proof. I don't need to talk more about that. So let's talk about how it should actually look on your page. You're going to want to place these testimonials strategically. Maybe this is right after you introduce your main benefits or close to your CTA. You're going to want to make the text slightly bigger than your usual body copy. You're especially going to want to give each testimonial some space so it can stand out amongst the other stuff on your page. This could even be a visual break in between sections. You can even dedicate entire sections to a single testimonial. So say you have a video, that video can just be one stand alone part in its own section in your landing page. And even if it's not a video, if it's simply just some text that someone said, one quote, this can also stand in its own section. Just big copy right there in the middle. So people are able to see it. But also, it's not something that is going to be too overwhelming. It's not a whole essay that's in your landing page. One quote that basically summarizes what you do and the fact that you do it great. The more relatable and specific that these testimonials feel, the better. But the people visiting your page aren't stupid. They're going to be able to smell out a fake testimonial from a mile away. So let's try to not even have that question be brought up. So give as much details about the person that gave that testimonial as possible. So include their name, their job title, and even a photo of them. Basically, as much as that person is okay with sharing, just so you can be more credible and trustworthy to these people visiting your page. And yet, again, if you're just starting out and you don't have any reviews, then you can use trust badges or awards or other things that can kind of work in place of these testimonials that build your credibility to the people that are visiting your page. So you're not just some random person. You're actually a professional and you can do what it is that you say you can't proof can often be that final nudge someone needs to take so you're going to want to make sure it's easy to see, and it genuinely speaks to your product's value. Now for our seventh and final principle, and that's to reduce friction. So what does reducing friction mean? It's making sure that nothing gets in the way of visitors taking action. Worldwide, more web traffic comes from mobile devices than it does from desktop. So your landing page really needs to look good on just about any device. You're really just trying to create a smooth, distraction free experience no matter how they're viewing it. So start by simplifying your design for mobile. Rearrange your content in a single column and keep the essentials of your page above the fold. Like I said before, when people get onto your page, you're going to want to have this information right there available for them without having to scroll too much. You're going to want to cut down on unnecessary text and make your page easy to skim. On a mobile device, people are less willing to read as much as they would be on say desktop. Another huge aspect of this that people often overlook are load times. Having a quick low time is crucial. A slow page can very quickly send visitors away before they even get a chance to see what it is that your page is about. This is an issue that I ran into with one of my first pages that I created. I wasn't understanding why I was getting a lot of people to get to click on the page, but nothing was being converted. I quickly realized that the problem was the load time on the page. The page was taking way too long to load, so people weren't even seeing what was on my page. They were clicking on it and then exiting before they saw anything. Once I fix that problem, I was converting much quicker. In short, keep things lightweight and user friendly, especially on mobile, because it's going to be way more susceptible to slower loading times. Cut out large images or large files or anything that's going to be making your page run super slow. The easier it is for visitors to navigate and understand, the more likely it is that they're actually going to take action. So now, you have everything you need to go ahead and start building your landing page. And like I said, in the beginning of this lesson, the beauty of these principles is that regardless of what niche you're working in, you're able to use these to create a high converting landing page. And I mean, this is what you bought this course for. So you might as well go ahead and leave your phenomenal review right now. Still not convinced? Well, I can take you by the hand and show you how you can do all of this and create your own landing page by yourself with just a few hours. All right. And that's joking around. And the next lesson, we're bootstrapping this. And we're going to go ahead and apply everything that we've learned in this course into building our own landing page. And I'm not going to lie. It's going to be a longer one. So get your popcorn and your notepad ready, and I'll see you there. 18. Examples of High Converting Landing Pages: Over the past few lessons, we explored what makes a landing page work from the essential elements that drive action to the design principles that put it all together. But now it's actually time to see those concepts in action. In this lesson, I'm going to walk you through three standout pages that I think do these and implement these designs and principles extremely well. The landing pages we'll be looking at are those that belong to Blue Apron, Com and express VPM. These examples all showcase different industries and audience. Yet all of them excel in converting visitors into customers. So as we analyze these pages, I want you to pay close attention to the specific choices that each of these brands make and the things that you like that you can then extrapolate and bring to your own landing page. So by the end of this, you're going to have a better idea of how to actually craft these landing pages that not only look nice, but deliver results. So first, we're going to start with Blue Apron. What I personally love about Blue Apron is that they use imagery extremely effectively to create connection with their audience. Right as we hop on their page, we immediately see all this different imagery of great looking food. The images are vibrant and high quality, and it makes yourself imagine that you're about to enjoy a gourmet meal. So this hero shot that they have here of all of their meals is not just visually appealing, but it's aspirational. You want these meals in your stomach. Also, their headline, easy meal kits, quality ingredients delivered to your door. It's super straightforward and right to the point. Know exactly what it is that they do and specialize in with just these few words. And I want you to notice how this headline directly speaks to their target audience. It's busy people who want to eat well without spending hours in the kitchen. Another thing is their call to action button here. S plans. It's super simple. It's placed above the fold. So when people hop onto their page, they don't have to do any scrolling to know what that next step for them is. So we know on the app store, they're rated 4.7 stars. And then below that, we see basically the value that they offer. Have 100 plus weekly options of different food that honestly all looks great. So then continuing down on their page, they then show more social proof how many people they've connected with through their brand. And we see 530 plus million meals shipped. And yet again, we see here more copy that is speaking directly to their target audience. For example, it says, You're busy, so we're flexible. As I said before, their whole brand is targeting busy individuals that want to eat healthy then we can continue down, and we see another testimonial here. And on this page, it actually cycles between different people. So we can see all of their different opinions and how many people really enjoy this brand. And then following that, we have finally their final call to action, which is Get Started now for as little as 799 per serving. We can click C plans. So, what can we learn from Blue Apron? In their case, given that they're a food delivery service, prioritizing visuals for them was essential. They also made sure that their message stayed focused on their unique value. And they had a clear call to action that stood out. Alright. Now we're going to move on from blue apron to calm. Now we're here on calm, and it's clear that their focus is immediately building an emotional connection. The first thing that you notice when you get on the page is this serene background, which perfectly sets the tone for what they are a meditation and sleep app. So before you even read a word, the visuals help you feel calm and grounded. The headline calm your mind, change your life. It's short, simple, and inviting. It doesn't overwhelm you with information, which is a great choice for their audience. People looking for simplicity and peace. And beneath this headline, they have a subheadline that outlines exactly what they do in a few words. They're the number one app for sleep, meditation and relaxation. And they have a call to action, which is super direct and focused, which is just tri Com for free. It's placed front and center with a contrasting color that sets it apart from the background without being too flashy. Now, let's go down. So here in this first section, we see the main benefits that Comm is going to be giving its users. And you can see throughout this page that it's all extremely minimal and simple because their whole thing is about peace and tranquility. And their benefits here are stress less, sleep more. Live mindfully. As we scroll down, we see more social proof, trusted by the best in the business. So it shows all of these journals who have talked about them and rated them great. And then right below this, we see testimonials from real people over 2,000,005 star reviews. Then from here, we can scroll down to their final call to action, which is Start Your Free Trial of Com premium. Very simple. They have two options right here. It's not big, it's not flashy, and we have the yearly and monthly subscription options. What makes Comm's landing page stand out so starkly is how well it aligns with its brand. The visuals, the messaging, and the layout all work together to create something that's I'll come. So the main takeaway here is really designing your landing page around your brand. Have it be something that is very consistent and reflective of what it is that you do and can provide your customers. Now let's take a look at Express VPN. And this landing page is really all designed around clarity and trust, which makes sense given that they're a VPN. The very first thing that you notice on their page is their headline. The VPN that just works. It's straightforward and emphasizes exactly what customers are looking for. Then below that, they have their subheadline, which is go further with the number one trusted leader in VPM. And below that, we have our call to action button, which is just get express VPM. Their call to action is placed directly in the center of the page, and its color contrasts from everything else. As you hover over it, it's very clickable. It changes colors, and the wording, get Express VPN is so simple and straight to the point, making your next action super easy. And one thing that I really like about Express VPN is how it incorporates trust signals throughout the page. And Trust signals sound exactly as they are. There are things that they're implementing that can make you as a potential customer trust in their brand. In the first thing that we see here, as we scroll down below the fold, we see the Express VPN guarantee. It's a 30 day risk free guarantee. They say, If you're not satisfied in the first 30 days, let us know and you'll get all your money back. Elements like these can really help reduce friction with visitors because it gives them confidence that they're making a right and safe decision. And as we scroll down, we can see here in this section, they're just explaining what a VPN is. And then it's a short blurb, and yet again, they're adding another call to action button here. Then moving on, we see why Express VPN. And yet again, this is another thing which is basically incorporating these trust signals. They're giving us all these reasons why we should choose them. They have all these features. They're servers in 105 countries. They're best in class encryption, 24 hour live chat support. So if you ever need anything, you know that they're going to be there to help you out. And there's all these other benefits that they offer without being way too clustered. Although these are nine elements that they've included in this section, it doesn't seem very overwhelming, as you might think it would. And then we scroll down and we can see their reviews. So this is something that you've seen across all of the brands that I've covered today. Social proof is extremely important, and it's something that if you have it, you really should implement it in your page as really any way that you can. So as we scroll down, we see here, as seen in all these different news outlets or journals, which have basically talked about them and given them praise in some sort of way. Then below that, we have the benefits and advantages of a VPN. And it's really here just to give us more information and trust that this VPN is something that's going to be secure for us and it's going to be a good choice for us when it comes to protecting what we have online. And as you can see here, this follows the Z pattern that I was talking to you about in the previous lesson where your eyes are going to go from here, from this image to this text to then down here, this text to this image, and this Z pattern, which is really easy for your eyes to follow. And it's something where you can incorporate a lot of elements on your page and not have it be clustered. Then we can scroll down, When should I use a VPN? You know, a very common question for people that are concerned about their privacy. We can go see all this more, you know, information about them. As you can see, this page does have a lot more information than compared to one like Comm. And that's because they both are for very different purposes. With Com, they're trying to achieve a goal in their ideal audience, which is serenity and peacefulness. So they want their landing page to reflect that by keeping it simple and minimal. Here, with Express VPN, they're all about security and assurance. So their landing page is reflecting that by giving all of this assurance and giving all of these reasons why these people, their potential customers should trust. So no matter what the objection or question is from a potential customer in the case of Express VPN, they want to be able to answer all of that on this landing page to ease any worries or concerns. Now you've seen how some of the best landing pages work their magic. With Blue Apron, we had vibrant visuals with focused messaging. For Com, the key takeaway there was emotionally resonant design. And with Express VPN, we had a master class and trust building design. Among all of their unique strengths, they all shared some common principles. Clarity trust and a well defined call to action. So as you create or refine your own landing pages, I want you to keep these ones in mind. How can you use visuals to capture attention, designed to guide actions and content to build trust? Because remember, the goal isn't just to create a page that looks good. It's to create a page that delivers results. Now, in the next lesson, we'll take what we learn and actually put it into action in building our very own landing page. So, get ready, and I'll see you in the next. 19. Build Your High Converting Landing Page: This point, we've been discussing a lot of theory. Basically principles that I've been giving you that you could use to optimize your own landing pages. And for those of you that already have landing pages that are established, then you could take the learnings from this course and apply that and make small tweaks to what you already have. But it might be the case that a lot of you haven't even started and you don't really know where to start in creating your landing. So regardless if you have an already established landing page or you have nothing at all. In this course, I'm going to be walking you through the entire process. And no matter where you are in this entire process, you'll be able to take something from this lesson to apply to your own business. As you can already see in the timestamp, this is going to be a longer lesson, enough yapping, let's get right into it. So for the very first step, we're going to need somewhere that we can actually build this website. The software that I'll be using in this lesson is one that I've used in the past and one that I've also found to have quite a nice UI, and it's very beginner friendly. The site I'm talking about is WIX. WIX isn't the only website that you can use to do this. I've used Squarespace in the past. I've used click funnels and go high level, and all of them are really great options. All right. So now that we're here in WIX, the first step that we're going to want to do is actually create our new site right here in the top right corner. WIX, along with a lot of other website builders and just companies in general are trying to integrate AI as much as possible into their stuff. Here, it gives us the option to have AI help us through this process of building the website, but I'm going to do setup without chat. Now it's going to be asking us what type of business do we want to create? And for this lesson and throughout this course, the example business that I'm going to be going with is I'm going to be taking on the persona of a business coach. So what type of business do we want to create? I'm going to go ahead and just type in Business coach. So for the name of our website and the name of our business, I'm just going to go ahead and name it founders focus. And here, you can just fill this out depending on whatever it is that you want your site to be. Part, I'm just going to click skill. Now we're going to continue to our dashboard and actually pick out a template that we like that we can use for our site. We're going to go ahead and click Design site right here. Like I said before, they have AI features which can be cool to explore, but they're not really fully developed, it's just going to be best if you go through and pick a template so after looking at these templates real quick, my favorite one is probably this one here. It's a home remodeling company, because you want to keep in mind the design aspects that we're going to want to have. And for us, that's going to be our headline and also a hero image. Those are the two things that are going to be considering right now in picking this template. And this one right here already has a pretty good base for us to work with. Alright, so now we're here on our site. And the very first thing that I'm going to what I see is the easiest thing to do right now is to get rid of all of these links up here at the top. We're not going to want to have all the pages. Like I told you in a previous lesson, we're going to want our landing page to be extremely focused. We don't want to have all these links to your social medias or even different pages for people to click off too. We want it to be specifically for one action that we want our visitors to follow through on. All right, so I'm just going to click up here, this horizontal menu. I'm going to delete that, delete this cart icon. And also delete the phone number. Now I'm going to change this name right here to our name. It's going to be founders focus. And for now at least, I'm going to stick with the base font of this template. I think it's nice. It's clean, professional, so I don't see any reason to change it right now. All right, so now we're into the first major step of building this site, and that's going to be deciding on what our headline is going to be. I'm just going to type one up here really quick and we'll discuss it. All right. So here's the headline that I decided empowering entrepreneurs to launch and scale effectively. All right, so this headline is something that I quickly just put down on the page, but it does everything that we need our USP to do. So who do we work with? We see it right here, Entrepreneurs. And what do we do? We help entrepreneurs launch and scale effectively. So this is something that's super clear, and this is also going to be something that if people are redirected to our page, people that we've been targeting with our emails or whatever it may be, this is going to be something that is going to resonate with them. All right, so now that we've established our headline, the next step is going to be moving into creating our hero shot. And we want this hero shot to do a few things. First, we want this hero shot to convey the value of what it is that we do. And like I said in a previous lesson, we want our hero shot to have a person ideally. Want this to be someone that other people, you know, visitors are going to be looking at and almost seeing theirselves in. They want to be like what it is that we're conveying in our hero shot. Our hero shot should almost be a kind of inspiration for our visitors. But depending on where you're at and the size of your business and the kind of business that you work in, you might not have any pictures just lying around that can do this. So I want to give you a little hack that's going to be quite helpful in establishing this that's going to be really effective for you. And that's going to be using some sort of generative so that's either ha Gibt with Dali or you can use Adobe Firefly. And what we're able to do with this is generate a picture that looks really no different from reality. So let me walk you through that process and show you exactly how we can do that. So let's hop right into Chachi Bit. So now that we're in Chachi BT, what you're going to want to do is tell it what your business is. If you don't have an exact idea of what your hero shot is going to look like, you can basically talk to it and give you some ideas, and you can also see what it generates and what you like and don't so let me type out the prompt, and I'll get right back to you. Alright, so I just typed this up super quick and let me read it to you. I said, I'm a business coach and I'm creating a landing page for my business. I want you to help me create a hero shot for the page using Gali. I want it to consist of a person looking down to the left. Give me some prompts to choose from. So you may be wondering, why did I specify that I wanted to be someone looking down to the left? And that is because I wanted to have a visual cue directly to our CTA button. We've yet to design our button and change it up from the template. It just says, get a free estimate right now. But once we do have that button, I'm going to want the visual cue to be directly to that because this is going to help us increase conversions. All right, so now ChachiBT has given us all of these to work with. And what I recommend doing from this point is taking whichever prompt you like and copying it. But instead of using Dali, we're going to move over to Adobe Firefly because that's just going to be a little bit better at creating us some realistic images that we can use on our landing page to have people actually look at it and think that this is a real person and not something that's just aij. Right, so now we're here at firefly adobe.com, and I'm going to paste in the prompt that I like the best, and we're going to see what it gives us. So a few things that you're going to want to do when you're at this point in Adobe Firefly is you're going to want to choose the widescreen aspect ratio, so it can actually fill up our whole screen and not just be a square and scroll down and select hyper realistic. And then you can click Generate as many times as you want until you find the one that you like to be on your site. So once you have the one that you actually like, what you're going to want to do is click Upscale. Because this is going to make the quality a little bit better when you go to download it. And then we're going to go ahead and download this. Alright, so now that we're back in WIX, what you're going to want to do is click here just on the background anywhere, then you can click Change Background. And from here from change background, click Image. And then just upload the media. So you can pull your download folder if you took a screenshot of it, whatever. So here, it's downloaded, and I'm just going to click Change Background. Now we have our hero image put onto our Landing page. And as you can see, the white text on this light background doesn't really work, so we're going to want to go ahead and fix that. All right, so what I just did to this text is I added a quick little job shadow to it. So it has some depth and it separates itself from the background. This all doesn't look the prettiest right now. But the main focus right now that I have is to just get everything on the page and then we can come back and focus on styling it a little better later. Now, speaking of style, the next thing that I want to work on is the CTA button. Thing that we're going to have this visual cue pointing towards, just so we can have everything that's above the fold, so everything that people see before they scroll on our landing page there. So we just have a good idea of the starting foundation of our page. So what I'm thinking with this button, it's going to want to be bigger for sure. And in regards to my business, I'm a business coach in this example. What I want to give people is a free guide. So I want the text on the button to say access free Guide, and we're also going to want to make the button look pretty and look appealing, so people are more likely to go and click. Alright, so now I've switched up this button to make it way more visually appealing. With the problem that we had with the text earlier, given that it was a bright background and text was white, what I wanted to do with this button was to make it darker. So I made it way bigger than it was before. Before you could see it was a small thing, get free estimate. Here, it's way bigger because this is the action that we want our people to take. So I made it bigger, and it looks nice, and it's in the direct visual cue of our hero shop, our person. That looks confident, looks like he's a successful individual. This is also the purpose of our hero shot. We wanted to inspire confidence in the people that are going on our page. Now that we have our header section complete, it's time to move on to the next. In our case as a business coach, what I want that to be is a process section. What exactly is that I do that I use to help my entrepreneurs go from zero to scaling and being successful? We're going to go ahead and scroll down and this section right here, we're just going to want to remove this one. And convenient enough in this template, this actually already has a section for me to do this to put this roadmap down for my customers. So what I want to have is a three step process. So this one is already pretty good right here in terms of formatting. So what I want to do, though, is get rid of one of these columns because right now it's four, so I want to just have three. So I'm going to go ahead and manage columns and get rid of that. All right. Now it's here formatted just about how I'd like. So what I'm going to call this process that I've trademarked, it's going to be the founder's roadmap. And what I also want to do is add a subheadline right under the title of this, just to give it a little more description before going into each part of the process. So for my subheadline, I changed the font to be extrlt and what I'm going to say as a description of the founder's roadmap is, right, so here's a little foundation for it. Like I said, let's not worry too much about the style and how it looks because we're going to come back and tweak all that in the end. And also, one thing I do want to mention, as you see me putting dropshadow and changing things up with the buttons, don't worry if you're not using Wi because a lot of these elements and editing stuff is going to be basically the same among any website builder platform that you're going to be using. So with my headline being evokes a structured guide specifically tailored for founders. The name of my business is founders focus. So I'm just creating this language among my page that is kind of just amongst my people. So it creates a kind of community aspect. All right, so now let me go through and create these three steps and we'll talk about them. So now, as you can see, I've completed this section for the most part. I put three steps to ignite your vision, build a strategy, and scale for success. These are the three steps of our founders roadmap, built to have our entrepreneurs, our founders, my clients get success. So as you can see, it's pretty straightforward. The steps, very easy for people to read and identify. And the description of each one is also very succinct. It's only going to be a few lines because we don't want to have too much information, too many words clumped together, where people are just going to completely ignore them. And then the final aspect that I added to this was the button that we created before, access free Guide. Yet again, the entire purpose of this landing page is for it to be optimized for some goal. In our case, it's going to be getting this free guide. Now that we have this roadmap section done, let's now move on. Scrolling down, we see this other section that we don't need. We're also going to get rid of this now, the next page that it gives us in this template is also conveniently, something that we are going to include anyway, which is testimonials. But one thing that I like to do with testimonials, especially written ones, are not have them all condensed into one specific section. I think the most effective way to use these written testimonials is to kind of have them throughout your page. So that's exactly what I'm going to do with this section. Though this isn't going to be the case for social proof in general. Say you have a case study, a case study should have its own dedicated section where you talk about it where it's going to be more interactive, so you'll have a video associated with it or more specific stats, that's going to be something that is its own thing. But if it's just these one off testimonials, which are just words, a few sentences, however long they may be, these should be something that should be sprawled across your page because at the end of the day, social proof is going to be one of the most important aspects to your page. And although your client might be giving you this entire paragraph or essay testimonial about why you're so amazing, what you're going to want to do in terms of adding that to a landing page is cut it down as much as possible. Yet again, people don't want to read these whole word salads where there's just so much text there and there's nothing very engaging visually. So you're going to want to cut it down to basically something that gets exactly to the point. So you can take bits and pieces of it and put it together and frame it in a way that really helps show that you have value and show something more than what your page is showing. These testimonials should really display your value in a different kind of light, something that you haven't already done already on your page because we don't want it to be redundant. We want it to show something different and something that can give our website visitors a new perspective on us and just a kind of different nudge into getting and converting them into a claim. So what I want to do with these testimonials is I'm going to actually completely get rid of this title because yet again, like I said, we don't want to or I don't want to have a dedicated section to it. What I want to do is just have these little testimonials everywhere. So what I'm going to do is also get rid of these ones. And I want it to be a single testimony. So given I have a fake business, I'm just going to create a fake testimonial and have it here just for your visual reference. But I do like these elements that are already present. This text right here with the secondary font of our page and this font right here, which is, you know, thin and nice and clean, sleek. And also this little vector r because it makes it clear that this is a testimony. So now let me go ahead and switch it up, and I'll get back to you. Alright, so this is what I ended up with. I ended up actually changing the font just so it sticks out a little bit more throughout our page and not something that people can quickly gloss over. And what I also did is with the name, I added more information. I said they were a founder, kind of yet again alluding to our brand. And then I also put the fake company that they work for. So this one being a founder is not only building community within our brand because, you know, this is what I'm calling my clients, but it's also a true statement in this scenario that he did found his company. This is something that is super simple. It's only three lines. You really want to max out with three when you're doing something in this format because anything more is just going to be too much, and people probably aren't going to go ahead and read the whole thing anyway. But it looks good here. And what I also decided to do, given that I'm not dedicating an entire section to testimonials and I want to have multiple everywhere. I also added one up here right below our header. So right in between these two sections, I have a testimony. And also what I didn't want to do is have my CTA button, access free guide everywhere. I don't want to have two sections that follow each other with this CTA button because I don't want to make it redundant and something that is overused on this page. So as a kind of split in between sections with the CTA button, I'd use the testimonial. I think this is a very good strategy that you can implement yourself. But in terms of this testimonial, like I did for the first one, I had a name, and I put their position and their company. This is just to establish some sort of credibility in that this isn't just any random person. I'm giving associations with this person. So to make a visitor who's looking at this and reading it, something they can trust more. Now for our next section, what I'm going to add is an About page. So given I am the business coach, I want to have information that is directly about me. And ideally, if you're someone that is working in a business that, you know, you are the face and everything revolves around you, for the most part, in terms of your brand, this is where you're going to want to really establish your credibility. So why should people trust you? Why should they believe that you are an expert on this thing that you're trying to sell them? So, in terms of this section, I'm going to go ahead and delete this, and I'm going to add an about section that they already have a template for, and then I'm just going to shift it into how I would like it. So what you want to do is click this ad section button, and you can click a design section because it's going to give us recommendations based on our template already. So what I'm going to do is click right here, this about and choose one that you like. In my case, because my face is associated with this business, I'm going to click on this one and we can switch it up and make it to our like. Okay, so first thing with this, I'm going to want to do is take out this social w. Like I said earlier, we don't want to have links that can take people away from our site. In this scenario, it's not that big of a deal, given that this is your about section and this is supposed to be all about you. I would prefer still to not have it in this case unless your Instagram and social medias are going to be really pertaining to what it is that you do. But still, for the most part, we don't want people to be clicking on stuff on our page that takes them anywhere different than that eventual final action that we want them to take. In our case, the free. So now that we've taken that out, I'm also going to want to change this button to the one that's actually going to be consistently used on our page. Obviously, change this picture to one of me and then give a short introduction about me and why they should choose me as a business coach. All right. So I've now finished this section. And as you can see, I added a picture on myself, and I did this the exact same way as we added the picture on the previous one. You just click it, and then you click Change background, and then add your picture there, upload it, and you could format it as you'd like. So here, it's quite simple. About is the title of the section, and my name is Philip Taylor. And here with the description of yourself, this is where you are allowed to put a little bit more text than you typically would have on any other section of your page. Because if people are coming here to read about you, then what they're going to want to do is basically know that they can trust you. And this is where aside from your testimonials and case studies, where you do that? I stated with years of experience, so I'm giving that proof of the fact that I've been doing this for a long time. I understand the challenges of building a business from the ground up. Here, ideally is where you want to identify some kind of common pain point with your audience that you understand their struggles and you also know how to fix them. And then the rest of it by passion is guiding founders through every step of the journey from the start of it. So identifying ideally where your target audience is, your target customer currently is right now to then finishing it off with where they hope to be by working so now that we're done with that about section, what we have next in this Tempa that it's given us is also something that we kind of do want to use in some capacity. And here, it's showing our awards and basically people that we've worked with. So this is just another aspect of social proof. If you couldn't already tell, social proof is basically going to be the most important thing that we can have on our page. But this doesn't look so good. So what I'm going to do is switch it up and make it look just a little bit better for us. Alright, so here we go. This is a little bit more fleshed out section. And especially given that we don't have a dedicated case study or testimonial section, this is basically what that is going to be serving as, and say this is what we would be using as our case study section. A good thing that you could do, which would be pretty nice for your audience is if you have each one of these lead to its own basically more information. So say you worked with this company Latch and you have a lot of information about them. This is going to be really the exception of having links that lead to things that are other than basically the final action that you want them to complete. If you could link these case studies to each one of these, then that would be something that could really help your conversions. And now we're going to be moving on to our final section. And that section is going to be the call to action. So this is what you want everything in your in page to lead right up to. And in our case, this is going to be our free guide. So what I'm going to do for this section is go ahead and just build it from scratch, and I'll show you guys how I do that. So first, we're going to want to do after we click Add section, I'm going to click on add elements. And the first thing I'm going to want to have is a head. So I'm just going to go ahead and drag that right here. Then below this header, what I'm going to add is some body text. With this very crude beginning, this is kind of the format that I'm going for with this section. I'm going to have a header basically saying, Look at my free guide and fancy words. And below it, I'm going to have description of it. So what the guide consists of, why my prospects could actually gain value from reading it, and beside it, I'm going to have an image of this guide, just so we can keep it a little visually interesting, so it's not just words. Though you may be thinking that you don't have any images of whatever it is that you want to be providing in this call to action section. Well, just as we did before, if that's not the case, then we're going to want to go over to either Adobe Firefly or Dali to create this image for us. And because I don't actually have a guide, that's exactly what happened. So now that we're in Chachi PT, I'm just going to tell it what exactly it is that I need. Alright, so I kept it short and simple. It doesn't have to be complicated. I said, I'm a business coach and I have a free guide I'm offering on my site as a CTA. I want the CTA section to be accompanied by an image of my free guide. Can you create that image for me? So this is the image that it generated for me. Without me giving it any information about what the title would be or anything like that, I gave me this, the essential startup checklist, and I think this works perfectly. So I'm going to go ahead and download it, and we're going to go back into Wix, and we're going to create this entire section. But there's also this trick to Wix, actually. Watch. I'm going to create this entire section within just 3 seconds. Ready? I want you to count. One, two, see, this is why I love Wicks. I just did that all for me without me having to do a single thing. Okay, jokes, the power of editing. But now let me actually get into the section and tell you everything that I was thinking while I was doing it. So I think this format is going to be the best that you can have when it comes to optimizing for a certain action on your page. And that's going to be having your title of the section, followed by a little bit of a blurb about why this is going to be providing value to them. And that having followed by bullet points that basically go into the more specifics of either what it is that whatever you're offering can u consist of, or who exactly it's for. So this is really just going to be identifying pain points or just talking to your audience specifically. Like, this is for people who are struggling to launch their business. This for people who have launched their business but are struggling to grow it, things like that. And yet again, this is followed by the final CTA button of our page right here in the bottom center, after they've read everything and seen it, the next and last thing that they can do is click this button right here to access our free Gu. All right, so that was the last section. Now I'm going to go over and change some things, tweak some stuff, make it look a little nicer, and then we're going to go over it for a final time. Alright, so now I've gone through and done some quick tweaks, and we are in preview mode right now. So we're going to be looking at this just as if we were anyone that just landed on our page. And here we are, founders focus. I switched up the little icon just to something that Wix had, make it look a little nicer. And I also added another one of our CTA buttons right here at the top of the page. So if they really came to our page just to get our free guide, then they could do that. And as you see, as you hover over these buttons, they change a different color. So like I said before in a previous lesson and some in this lesson, you basically just want to make these buttons as clickable as possible, essentially. So just having them have some animation, some kind of effect when you hover over them, things like that. So for example, right down here, as you saw, that one just faded right in, came and enlarged in, and I changed up the wording here and I just had this one say confidently instead of effectively as it did before. The visual cue on this hero image still leads right down here. And then this is going to flow directly into our first testimonial. So I hear in this first testimonial, you see some actionable metrics here, where they're not just talking about how great we were, but they actually put some numbers to how great my assistant was and my service was to them and their company. And I said right here, within months, I saw 95% growth in my revenue. So moving on to our founders roadmap. Yet again, we can see our CTA button animating in just making it as clickable as possible. With our founders roadmap, this is not changed as it was before. We still have our three things very digestible, very easy and clear for the people on our page to see. Then moving on to the next page, we have another testimonial. So yet again, this is just going to be breaking up the parts in between. So it's not going to just be information after information. This is more of just like a nice little break for people to see something nice where it's not me just trying to necessarily sell them the whole way, but they can see other people that are probably in their shoes or in a similar position to where they were find success with me. So moving on to our about section. So this is yet again unchanged as it was before. This is just a short little blurb as to why they should trust me. And then we're going to go into working with the best clients and partners. So this is more social proof and more people I've worked with and ideally, like I said before, this should lead to case studies. Each one of these should be its own individual thing where you're giving more information on. And then to our final part of our Landing page, which is our call to action. And that is this free guide. And everything is unchanged as I just had it. We have our picture here. We have our headline and the body text describing the value that this free guide gives to our website visitor. Now, is this landing page the best possible thing that you could create? No, I just did this super quickly within 1 hour. There are some stuff I still would change, but it has the base elements of everything that we've talked about. It has our testimonials. It has our USP, our hero image. It has these CTA buttons that are interactive and easy to click. It has all these elements and principles that are associated with it to have a very base and foundationally successful and optimized landing page. Other things when it comes to formatting and just design in general, we have one font that is stuck to this entire landing page. We have our headline font here, which is Pop ins Extra bold, and then our secondary font is Pop ins Extra Light. So each one of her, it's all consistent. It's all consistent following that same thing. And then on that same kind of note in terms of our branding guidelines, we have our two colors. We have two main colors to our page, which are black for the text on white background. And we have this secondary color, which is this kind of gold. All right. So there you have it a fully designed and formatted landing page built an hour or two that you could do this yourself. From following what I did, from following the principles, you can apply this to whatever business it is that you have or you're working with. But although this is a great foundation, technically, we're still not done yet because these buttons, they don't lead to anything. In the next lesson, I'm going to show you how you can make these buttons linked to a pop up, which then is going to give whatever it is that you're offering, but we're going to have that serve as a trip wire to then some other upsell. In our case, what I'm going to do in the next lesson is we're going to give them the free guide once they give us their contact information and once they get that email, once they submit their information to me, they're then going to be led to a page to schedule a 30 minute consultation call with me directly. This is the trip buyer. This is what you see. They're going to be getting something completely free for me. And then that trip buyer is then going to lead to a consultation call, which is also free. But this consultation call is where I can turn them from just a prospect, someone that's interested in my brand and what it is that I do to an actual paying client. So I'll see you in the next lesson where we continue with founders focus, this example brand, and we take it a little step further in terms of building this landing page and making it more complete. 20. How Can Lead Magnets Increase Conversion?: You've gone around the Internet for long enough, then you've probably heard of, consumed, or even interacted with a lead magnet in some capacity. And we've talked about this in past lessons. But in this lesson, we're going to talk about what a lead magnet is and how and when we can use them in our landing page. So a lead magnet is basically a free product that you get in exchange for your contact information where the lead magnet is going to be received. So say you're signing up for a free you'd give your email and you'd receive that book in your email. It makes sense, because a lead, as we know, is someone that meets your ICP. And lede magnet attracts these leads or potential customers. And there are a few layers as to why you'd want to have Elite Magnet The main one is natural. You build an email list and you get contacts for people that you can then reach out in the future with updates, offers or anything else that you're trying to sell. Basically, by giving value for free and upfront, we're able to build an audience that we can then market to in the future. And another level to lid magnet is that it builds trust and compliance with your prospects. As we've spoken about before, the first layer of a funnel might be free content, something that you provide over YouTube, for example. Perhaps you do tutorials of some sort. It would be quite a big jump from consuming your free content to then purchasing your high ticket offer. So a lead magnet can act as a bridge as a layer to the funnel that gets you one step closer to that sale. And that's, of course, because instead of giving you money, they're giving you something as simple as the contact information. Finally, and perhaps the most important part of the lead magnet is the notion of reciprocity. This is something that most Uber successful online businesses are doing. And it's the concept of giving a lot of value, information or knowledge upfront without asking for anything in return. And this does so much for your brand. First, it shows your prospects the value that interacting with your brand has. If this is free stuff and it's so valuable, imagine how valuable the paid stuff will. Second, it's also a great chance to establish your expertise. Here is basically where you flex your knowledge and show that you know what you're talking about. Your prospects will see that they're in good hands and there'll be a higher likelihood of them purchasing your product. And lastly, if your lead magnet is actually good and valuable, then it can create so much goodwill with your prospects. If you position it in a way where your prospects get immediate value or results, then they're going to want to pay it back or say thank you in some kind of way. And that can come in the form of purchases or reviews, testimonials or anything else of the sort. Basically, this can all just build a lot of positive momentum for your br. Now, there are a bunch of different lead magnets, and finding the right one for your business is going to be important. So let's cover a few of the types of lead magnets so you can make the right choice. One of the OG lead magnets is a guide or an eBook of some sort. This is actually one that I use as part of my funnel, where I provide a 16 page outline that basically guides you on how you can build your own Utomi brand. This sort of lead magnet works great if you're teaching something that's actionable. Like a method or a program. And I've also consumed guides as lead magnets in the real estate as well as fitness spaces, for example. Remember, the idea with a guide, as well as with most lead magnets is to provide as much value as possible. So don't necessarily hesitate to give away super valuable secrets that your audience might find useful. Of course, it's fine to keep some stuff behind wraps, although you don't have to. What's crucial here is really just giving away as much value as possible. You need to give too much or too little away, then I'd for sure lean towards giving away too much. At the end of the day, your upsells will have a different form of value for your audience. So if you're selling coaching, then you can help them with implementing those concepts that are in the guide. Or you can give them specific tailored advice that they couldn't get with just the guide. Basically, with every level of your offer, your audience is looking for a new different kind of value. And for the lead magnet, in this case, it's content and knowledge. So don't hold back. Great case study of this is Alex Hermosi's brand. Hermosi has built a brand that generates over $200 million a year, and everything you see on him online is him giving away some kind of value or knowledge completely for free. He's basically just a huge machine of goodwill and credibility. So businesses pay him for his help and scaling, and he then shares all the knowledge that he gets from helping these businesses scale and puts that online. Other businesses see that he has this tremendous amount of expertise that he has a bunch of clients and that he's also consistent with the results he gets. Means that some businesses are going to apply the knowledge that they get from his free content, but also a lot of businesses are going to look to hire him for his expertise that he's shown off. This means that some businesses will apply his lessons that he teaches and his free content. But many, many others will seek to hire his services as they're so familiar with his expertise. This is all to say that if you're building a guide, don't be afraid to spill all the knowledge that you have on the matter. Of course, it should be in a concise and seamless way, but we'll talk about that in upcoming lesson. Other form of lead magnet, which is probably the most effective in most scenarios is some form of video training. It can either be a short video course, a webinar, or even a single video that solves a problem for your audience. Remember, we already went through this entire process of finding our offer and our audience's pain points. So we already know the problems that they want us to solve for. So the process of deciding on what your lead magnet should be should consist of deciding how to solve your audience's problem in the right medium. A classic way I've used many times for course launches is a three video video course. Basically, your audience signs up for a free course. And for the next week or so, you send out three videos which are part of a longer course. By the end of this, they should have gotten enough value and be confident enough in your skills that they want to buy that full course. And another OG lead magnet is a webinar. Back in the day, people would fake webinars with all sorts of tactics to make it look like they were live and not pre recorded. I don't recommend. Actual live webinars are still a pretty interesting strategy. But I'd reserve that for the more advanced marketers and those of you who already have a pretty big audience. I've also seen one off videos work. If they're specific in solving a problem. Case studies can be a good example. If you're teasing a specific case study in a video that is going to be interesting for your audience, then you could have a full breakdown of that case study on your landing page. Finally, another lead magnet that I've seen people have a lot of success with are questionnaires, tests, quizzes, stuff of that sort. These ones can work really well in certain niches. For instance, anything medically related where you can get a diagnosis after answering a few questions can be really valuable. I know Michael Bruce, whose brand is sleep doctor, has a test that you can fill out to find out your chronosyte. Once you fill out the test, you give your email and you get your results there. These can also be a really good way to rate your skills at some activity. Let's say you sell some kind of copywriting course. You could have a test that has some copywriting exercises that would rate them on a scale of one to ten. This one's pretty effective because first, it makes you seem like the teacher or expert who's rating their ability. And second, if their rating is lower than they expected, then it might give them that extra push to buy your course. I've also seen these types of lead magnets used for matchmaking purposes. Something that's really good about this is that you only ask for their contact information after they already completed the survey test or questionnaire. Because after filling out all that information, it's pretty unlikely that they won't share their contact information with you so they can see their results. Anyway, this was a crash course on lead magnets, so you can pick the one that's right for your business. And future lessons we'll go over each type of lead magnet specifically and show you how to create it. 21. Video Training - The Highest Converting LM: Previous lesson, we touched on what a lead magnet is. Now in the following lessons, I'm going to take you through the different types of lead magnets, so you can choose one that's specific to your business and your needs. So in this video, we're going to cover how to build a video training lead magnet. Remember, this is a type of lead magnet that works best if you're selling a longer course or coaching of some sort. This training is a great chance to build credibility in your audience's mind and give them a sense of the vast value that you have to offer if they work with you. The template I'm going to go off of to teach you here is the PLF method. PLF stands for product launch formula, and it was developed by Jeff Walker. The idea is simple. Before launching a product, we're going to want to tease it and tease it and tease it until people can't wait to buy it. Since Walker, people have taken this idea to the extreme. As we were discussing in the previous lesson, people are now building personal brands around this notion of providing value for free in a way that when they finally release a paid product, people trust it enough to buy it. So how does this apply to your offer specifically? Well, here's what you're going to do. Ideally, we're going to want to record these lessons from scratch. But if you have some from an old course, we could potentially reuse those. What you should do is take three concepts from your course, coaching, or method, or whatever your offer is. Then you're going to build a lesson around a story. Now, this is important. Let me tell you why. I used to do sales on stage. I'd go up, do my entire spill about a product, then ask people to buy it at the end. I was good. I was really good. So much so that other companies hired me to do this for them. But one day, I had to sell a product that I wasn't confident about. And it was dog food. Five years earlier, my dog Pockets, my best friend, passed away because of eating hyper processed dog food, which was just terrible for him. But this company's very mission was to make the healthiest dog food possible. So they took me to their factories, and they showed me all of their research all to convince me that this dog food was, in fact, healthy. And they did convince me. In fact, that if Pockets had eaten this food, then he wouldn't have passed away. So I stepped on stage the next week and I told my story about pockets. And I'd never sold so many products. Now, everything I just told you is a lie. You're probably super hooked. The moral of the story is that humans like stories. Stories hook, stories sell, and stories are exactly what you need at this stage of the relationship with your audience. Stories are a chance to connect with your audience, to show a genuine side of view. Please don't lie for comedic effect, like I just did. And it attaches an emotional aspect to what they're learning. This is the exact reason why testimonials and success stories are so strong. So take three concepts that you teach and remember a time in your life where those concepts came particularly in handy. Then just build three lessons around those. Now we're going to give these lessons away for free, spread out over a week. But before you do that, you might want to include Jeff Walker's first step to PLF, and that is sending out a survey to your audience to know exactly what it is that they want to be learning. Even if you don't end up teaching exactly what they voted for, it'll feel like they have a say in what you're putting out. This might not necessarily apply to the lead magnet, though. Now, there's two schools of thought about when to send out that first lesson. You can either send it right as they subscribe or the next day. The thinking here being that you're building up anticipation. Personally, I don't think that works anymore nowadays, so I just send it out right away. Alright. So the first lesson should be about ten to 15 minutes long, and it should be giving out as much value as possible. It should solve a subproblem of the problem that your full product or service solves. Something that gives them a quick aha moment. Ideally, something that's actionable. The first video, you don't necessarily want to tease the full product or course too much, but you can definitely start to mention it. Two days after should be your second video. Your second video should be the same idea. Pick another concept and tell another story. This time, you can afford to make a little longer video here because the people that are going to be watching your second video are likely to be more engaged. Now on this video, you want to start seriously mentioning the fact that your new course or mentoring program is going to be opening up at the end of the week. Again, the idea here is to be teasing and teasing and teasing to build up anticipation. Ideally, you should have people emailing you about when the course or coaching is coming out so they can start to buy it. All right. Once that's done, it's time for the last one. In my experience, it's good to give a lot of value in as little time as possible. Best case scenario is you make a five minute lesson where you spend two to 3 minutes teaching and the rest just talking about your course or mentorship. You're going to want to list all the benefits of your product and clarify exactly how it's going to solve your audience's problem. You're going to want to finish with a pretty clear CTA, a call to action unless you want to wait a couple more days to release it to build up anticipation. This one is also a valid option. After completing these lessons, you've now done two important things. First, you've provided your audience with real value and you've laid the groundwork to sell your product or service. And second, you've shown your knowledge and you've connected with your audience and showed them that you're not just there to take their money, but you actually genuinely want to help them. Key here is not just in giving information, but creating a relationship and trust. The more you give them something actionable and helpful upfront, the more likely it is that they're going to invest in your full offer later. So to wrap up, building a video training as your lead magnet is an excellent strategy to showcase your expertise and prime your audience for your bigger offer. By following the steps of the PLF method and using stories to create an emotional connection and giving real value across your three lessons, you set yourself up for a successful launch. So keep the content engaging, solve problems, and end with a really strong call to action. I'll see you in the next lessons where we'll talk about other lead magnets. 22. Ebook - The Easiest Lead Magnet to Create: In this lesson, we're going to get into the first type of lead magnet that we are going to cover. And that is an eBook lead magnet. So, as we've talked about before, eBooks are most useful when you want to give value upfront. So whether you want to give your prospects a guide or a walk through on how to solve a specific problem or pain point of your target audience, this is really going to be most useful to do that. And this doesn't have to be a difficult process at all. It can really be super simple for you to do in an evening. In fact, let me show you how easy it can be. So let's hop into Canva right now, and I'll show you this process. All right. So now we are on Canva, and the first step that you're going to want to do is to just search up here in the content and just type in EBook. So I actually just added multiple pages to my search because if you put EBook and Canva, then you'll often just get the covers of the EBoks. So here we have a bunch of different templates that we can go and look into. And on Canva, what you can do is just hover over them and they'll give you some preview about how it looks. So you're going to want to keep this in mind in building and choosing your own because we don't want to have anything that is too heavy on any specific kind of content. For example, you don't want to have an eBook that is filled with just pictures because then it's going to be kind of difficult to communicate any kind of value to your prospects. On the other hand, you don't want it to be all text, because if it's all text and it's not very engaging, then your prospects probably aren't going to go the entire way through the eBook. And therefore, they're not going to get that much value from it. So, as you can see, there's a bunch of different templates that we have here, and a lot of them look pretty good. They're all very visually appealing. And that's also something that I quite like about Canva. It's the fact that a lot of their stuff, a lot of their templates are actually quite useful. So I'd say what I just mentioned is going to be a prime thing in picking a template. You're really not going to want to have it be heavily based on one form or the other, in terms of having images or text. You want to have a good balance of both. So I'd say to look through a bunch of these and see what kind of template or for fits exactly what it is that you're going to be selling or communicating to your prospects. I actually have an eBook already that I think is quite great in communicating and implementing a lot of these principles that I've been telling you, not only in this course, but also in previous lessons. Alright, so now we're here in this example eBook. And as you can see in the bottom here, it's 16 pages. Remember, the key to these eBooks is going to be communicating as much value as you can to your prospects. And although that's the case, we still don't want to do something that's going to be going overboard. Don't want to have an eBook that is, say, 100 pages because then it's not going to be something that's going to be very digestible for your prospects to go and look over and get a lot of value pretty quickly. So as you can see, this one is 16 pages, and I think something around this length is going to be the ideal length for you to give your prospects. But now actually starting with the content itself, and the first thing we see is the title page. And here, there's not too much to mention and point out, but there are a couple key things here. So the first thing is that the cover to your eBook should contain both some visual kind of stimulation and text. So obviously you should have your title, whatever it is that you are giving to your audience. This is an online course automation walk through. As you can see at the top, business walk through online course automation. And below it, we have a picture that accompanies it. So in terms of the formatting of all of this, if you choose a good template, you shouldn't have to think that much about it. It should all fit in quite well. Okay, so now moving on to the next page, and this one is a welcome page. So with this part, you're going to want to do a couple key things. And, of course, this is all going to be depending on how you're giving this eBook out. But in this case, I know with this person that was giving out this E, they were giving it to people that didn't really know who he was. So in this case, what he decided to do because his prospects didn't really know him or his brand, he decided to say a little bit about himself and why they should trust him. He gave social proof. You see that done in a few ways on this first page. First, you see that he had built multiple five figure online course brands. And a lot of this is talking about that, talking about that and his prior success and why they should trust him. Accompanied by that, he also has a visual representation social proof. So not only is this building further trust between him and his prospects, but it's also getting them excited as to what he's going to be giving them. Because the purpose of this lead magnet is not solely just getting their email from giving this to them, but it's also for building a relationship and continuing that relationship. So we want to make sure that we get them excited in this beginning, so they actually consume the entire thing hopefully take action to get their own results. So when we circle back to them, whether that be through email communication or any other sort, they'll have a positive experience with us and be more likely to then go to that next stage, whatever it may be, either enrolling in our low ticket offer or maybe some premium high ticket program. So let's move on to the next page. This one, yet again, there's not too much to mention here, but it's going to be an essential aspect of your eBook. That's simply a table of contents. Although the table of contents itself is going to be something that's obvious that we're going to be adding to our eBook, it's also a helpful device that we can use in structuring our information and the things that we are going to be sharing because we want this all to flow and make sense from one page to the next. We never want to lose our potential customers along the way. So just thinking about that table of contents even before you create the eBook is probably going to be a helpful strategy for you and just making this easy for you. Alright, so we've covered this now on to the next page. Which is going to be the Chapter one cover. Yet again, another key thing here, like we talked about in the welcome page, is just getting our prospects excited about what we are going to be giving them. And that's exactly what he does here. He talks about basically why his model is going to be very easy and very great opportunity for his prospects to bounce on. Then following that, he has some action steps. So what is it that they're going to be doing in this part of the process? Super simple and clear. What they're going to be doing is going to be picking a profitable and scalable niche. Also, they're going to find a profitable course topic within their niche. So we're only in page four of the 16 page eBook. And he's telling me here I'm going to be able to pick a profitable and scalable niche and find a course topic within this niche that I could then build myself. So if this for me who just got the EBok I would be quite excited to see what he has to say next. So let us do that and continue. So now we're here still in Chapter one. And we have already something that is quite valuable right in front of us. He's communicating here that in this site, um, they have this thing called Utomi Marketplace Insights. And there we're able to see what course topics are going to be profitable for us. And he also tells us how we can interpret these tools into getting the best results. Right here in the bottom, we see what we want the demand and supply to be. Want it to be a high or low or high average. And then we see the percentile, we want over 85th conversion rate less than 5%. And we can see screenshots of this right here where we get to see all of this. Where this in the bottom here is the conversion rate. This is the conversion rate. This is the percentile. And here we can see the student demand. So just on page five, we already have this value that's being given to us, and it's super straightforward and super digestible. Here with the visual representation and these quick little bullet points, we're able to get so much value and understanding of what it is that this means. And I'm not going to go through all of the lessons of this eBook because that might take a while, but I just want you to know the principles that you should really be taking and creating your own. So now we're on this next page, page six, and it's talking about picking your niche. So here you can see that it is a little bit more text heavy, but that also makes a little bit more sense because it's not something that you could just take from that Utomi marketplace insights like he showed above. And this is something where it seems like the person is going to have to make a more accurate decision themselves. So he's doing that, and then he's also below that, he's showing us ideal niche examples. So he's supplementing their knowledge with actionable examples that they could look into themselves. So, we're going to move on from here. And this one is quite crazy. It's 100 course topics researched by him with optimal statistics and the niches as he previously mentioned. So what he did here is he took these example niches. And broke them all up and created an entire table of a bunch of course topics under these niches. Yet again, giving so much value. This makes it super clear that this is something that he actually put time and effort into. So when his prospects see this, it communicates two things. Number one, it communicates his expertise and being able to compile all this. And number two, it communicates his dedication to this. And that dedication can go both ways. It could be a dedication to this thing that he is talking about in this business model, but it also is a dedication to giving value to his people. So far, this page is the least visually engaging out of all of them, but that is completely fine because it makes up with it by giving so much value. So let's move on and see the next page. And that's in a bed Chapter two, creating courses. And here you see the same things that I've been reiterating, and it's staying visually engaging. He has an image here. He has a nice looking page and some text that isn't going to be too overbearing. So next page we're going to be moving into. This one, he talks about finding instructors. Yet, again, the same things apply. He has an image and he has text that's clear what this is about, but it's not too text heavy where people are just going to kind of look over and just see that it's like a word salad and not read it. Okay, now moving on to the next page. And this one is going to be a kind of step by step demonstration. And this is a great tool that he used here because he's breaking down this kind of complex business model and something that's super simple and digestible for his prospects. Not only is he just telling them what to do, but he's also adding some visual representation of what it is they're doing. So here he's talking about finding instructors and he's talking about using the platform upwork. So in this page, what he included was screenshots of upwork and what they can do on it and what they should select on it to then find these instructors for the courses that they're going to be making. And in step two of this, he shows example descriptions that they can put for their job postings. He's really just grabbing their hand and taking them through this entire process. This is probably something that took him quite a while to figure out, and he's just handing this out completely for free. Now moving on to the next page, and that's going to be pitching instructors. And this one, yet again, you can see, it's a quite text heavy page. And that is okay, because this one he's really just talking about sales in general. So that's going to be such a huge kind of umbrella topic, and there's so much to talk about in that. But he's trying to keep it as su sync as possible, and I think he did a quite effective job how to do this and communicating this to his prospects in order for them to get these instructors to teach the courses. So now we're moving on to the final chapter in this E book, which is driving sales. And I don't want to be redundant. You know what I've said before about the formatting of all this. So as we can see, these look good. They have visual representations. They have text, and they have a bunch of value. So now on to the final page of all of this, that's page 16. It's his conclusion page. And this conclusion page is where you're going to want to include a call to action to your prospects because in almost anything that you're going to be communicating or giving value to in an eBook, it all requires action to some extent. And you want these prospects to get value from you. So you want to tell them to take action and tell them the best way is to do that. Hopefully, you've outlined. I mean, that is what your eBook is all about, how they can probably take action and whatever it is that you're communicating to them. So here on this conclusion page, you can really either number one, just tell them take action or number two, tell them that first place to start. But let me just read you what he said so you can get a good idea of this. He says, Now you have all the knowledge you need to go and take action, and that's all that's left. Taking action. Think about it. If a course makes you on average $200, which is a conservative estimate, you're 50 courses away from making ten K a month. So this is him again, just getting them excited to take action, making it clear and making it super easy for them to go ahead and do it. He then says, You could get there uploading one course a week for a year. And that's without calculating this model is completely exponential. So this is just another way of reframing why they should take action right now and the fact that it's just super easy and not something that is going to be difficult or time consuming for them. Then he finishes it out with saying, Get started, I publishing your first course today, and you'll think yourself very soon. I guarantee it. I really wish you all the best and I hope to hear all about your successes. I think this was a pretty great and effective eBook. You can take the lessons from this and go ahead and make your own. Yet again, you can do this in Canva in just one evening. Alright. That's enough of this. Now on to the next one. 23. This Lead Magnet Converts Amazing: At this point, you already understand the value of a lead magnet, and we already know that lead magnets can take multiple different forms. So in this lesson, I want to take you through a specific kind of lead magnet that I personally find as being quite interesting and a fun one that you can choose and add to your own landing page. And you've probably experienced this yourself. So many of us have taken these buzz feed quizzes to get to know a little bit more about ourselves. And do these quizzes actually tell us anything? Maybe they do, maybe they don't. But the point is, regardless of that outcome, all of us want to take them. So I want to show you an AI software that can help you create one of these quizzes personalized for your landing page. And a particular reason as to why this can be quite an attractive option is that it takes mere minutes to set up and create. So let me walk you through this software and show you exactly how you can do it yourself. Step number one, you're going to want to go to a software that can allow you to do this. And in this lesson, I'm going to be showing you lead quizzes.com. So first step when you're here is you're going to click Try it free. So now that we're at this page, what you're going to want to do is input all your information and your website URL. So what this software does is it goes and looks at your website, all the information and sees what it's about to then help create that tailored quiz specifically for you. So now that we're here, you're going to want to click Generate now with the AI Content Builder. Yet, again, we're going to input our website URL. And then enter a short description about what it is that you do and what your page is all about. Alright, so I have all the information we need right here. So I put in the link of the website that we built earlier in this course, and that's founders focus. And I continued under that persona of that website that we built in saying that I am a business coach specializing in helping small to medium sized business owners streamline their operations and increase their profitability. So this is exactly what I do to give the quiz information about me and my offer. So then I wanted to go into what I want the quiz to entail. So I said, I want to create an interactive quiz that assesses a business owner's current operational effectiveness and their potential for growth. The quiz should include questions about business planning, financial management, team leadership, and innovation. These are things that I work with that I specialize in helping business owners improve upon. Furthermore, each question should help identify the strengths and weaknesses in their current business model. Then I'm going into what I want this quiz to eventually lead into. And I say that the goal is to assess where they need the most assistance and to get on a 30 minute free consultation call with me. The quiz should be engaging, visually appealing, and easy to complete, encouraging participants to leave their contact information for a follow up consultation. Alright, so now let's click Generate quiz and see what we get back with. Alright, so now the first prompt it gives us is to select a title for our quiz. So let's go ahead and do that. Okay, so out of these ones that it gave me, I'm going to choose streamline and succeed, measure your business' efficiency. So now we're going to go ahead and generate questions. And now it's provided us with a bunch of questions. And one thing that I really do like about the software is that you're always able to generate more. So, if you don't like what it gives you at first, you're always able to get more and find those questions that you believe are going to be extremely appealing to your target audience. Since I'm not actually going to be using this quiz, I'm not going to go ahead and go way too much into analyzing what questions are best, but I will show you about how they look like. So you have here this first one, for example, how often do you review your business plan to align it with your current goals and market conditions? So if I just click this drop down, we get to see what kind of questions it gives or what kind of responses it gives. You're able to select either once a year, every quarter when there's a significant change in the market or I don't have a formal business plan. And just like with these questions, right here, as you're able to see, you can edit them to change them. Maybe you don't like the wording or you want to use some kind of specific language in the questions, and you're able to do that same thing with these potential responses. And as you can see, with each question, it's something different. So this next one, what's your approach to financial management in your business? You can click this drop down and here are a bunch of responses that it gives us. I have a dedicated financial team that manages it. I use software to manage finances myself. I consult with a financial advisor periodically. You get to see that these are all pretty good questions given the prompt that I gave it. And the responses are also on that same level. They're very specific and it makes that person that's taking the quiz on your landing page feel as if that, you know, you created this yourself, and it's very specific, and it feels like you're about to give them some really valuable information, or really valuable feedback. So I'm just going to go ahead and select these top five, and then we're going to move on. Now we're going to go to Select type. So in this software, it gives us two different options to select our content type. The first one is outcome logic. For this outcome logic, what the quiz is basically going to do is look at their answers, and it's going to associate an outcome with. So for our example, this outcome would be that they need help in their business, or they have a lot to improve on. Therefore, they should hop on a 30 minute consultation call with me, and we can talk about improving and what they can do better in their business. And the second type of logic here is scoring logic. So basically, this would be assigning a score to every kind of answer that they and at the end of the result at the end of the quiz, it's going to give them this score. So let's say that they were about 50% across the board, that none of their answers were exceptional and none of their answers were that they really needed help or they were at rock bottom. So they got a 50% back on this quiz. And that is going to be associated with, okay, like, this is your result. So I think that you should hop on a 30 minute call with me and we can discuss how we can improve this. So what I'm going to do is select outcome logic, and that outcome is basically going to no matter who takes the test and what answers that they put, I'm going to have it recommend that they get on a 30 minute consultation call. So, we're going to go to quiz Biz. Alright. So now we're actually at this page where we're able to edit our quiz completely. For example, lets us alter the start screen for the quiz. So what we can do is drag this cover page and put it right here at the start screen. And what we're able to do is then add a title, add a description, and then add a button label right here. So, for example, with the title, we can just have it set as what our quiz name is. I'm just going to type in measure your business proficiency. And then I'm going to add a short description just kind of grabbing their attention. So what I just typed in here is, see where you're at and running your business. Will you get a perfect or is there room for improvement? So this is basically just short text that gets them a little excited in taking this quiz because they want to know, do they have things to improve on, or are they going to be perfect as everyone wants to be? And then the button, I just click Start now. So this is super basic, super simple. We're also able to add an image or video to the start screen. I'm not going to do that, but that can be an option for you to make it look a little bit more visually appealing. So I'm going to click Save. So next, I want to show you how we can build this results screen. So I'm going to go here and drag Results Builder and put it there. So, if I actually were to do this with this business, you want to have the right language because you don't want to turn everyone off and getting these results. So you want to phrase it in a way that can make them more excited and a little bit more willing to take the words and your consideration into account. So instead of saying you suck, schedule a call with me now, I'm going to frame it a little bit nicer than that. And don't get me wrong. There is space for provocative language when marketing. But in these results of this quiz, I'm going to choose not to use those. So I have my results title typed out right here. And what I said is that you're doing fine, but you could be doing way better. Now, since this is just an example, I'm not going to go ahead and create this entire description because these descriptions should be a little bit more tailored to whatever it is that their responses were just so that they can feel like that this was actually something that you put a lot of thought into and something that really demonstrates your expertise in this field. So when you're building your own quiz, you could have a title that is akin to mine in saying that you're doing fine, but you could be doing way better because this is a blanket statement. But when going into the description, make it a little bit more specific because this result title basically sets us up to do whatever it is that next bigger action is. In my case, it's going to be scheduling a call with me. So this is going to be good because I'm not going to be going on them a little too hard, but I am identifying that there is room for improvement, and therefore, I'm implying that I'm going to be the one to be providing that expertise and that guidance to help them improve. So let me actually show you how you can tie an answer to a specific result. So, this result description is, I'm going to say test one, save. Can create results, and you can also add a different result here on this result screen. So I'm going to name this one test two and save. That's two and save. And we can go right here into the mapping on each content, and we can say what each answer associates with. So with once a year, if they say that they only go over their current goals once a year, we can say that you're doing fine, but you could be doing way better. And as you can see, you can put all of them to just one result if you want. Or you can switch it up. You can go to that result screen, create another one and associate these answers with different results. And basically, what it does is it's going to be counting up their responses. And if they have a certain amount of responses that is the majority for one result, that is the result that they're going to be taken to. And there's so much to this. As I showed you, you can have all these different results, but then you can also do logic branching. And this is going to be a lesson that I can really dedicate an entire video to. So if this is something that you're interested, you can look into it. But if I went over this, this lesson would be way too long. So other things that we can also add to this result screen are our calendar calendar. And if you don't know what calendly is, it's basically an appointment booking software. So if this were me, what I would be doing, if I just had this one result that you're doing fine, but you could be doing way better, I would then add this calendly widget associated with that result. And basically, what that would do is it gives people, our visitors, the people taking these quiz, an option to then schedule a call with me after, like I said I wanted to do in the beginning. Also, you have another option here in the URL redirect. So if you want to send them to a specific part of your website, for example, you can also do that. The next part of this that I want to show you is a quick thing, but it's going to be something that you're going to want to spend a little bit of time on, and that's going to be the design. So like I said, this starting screen doesn't look very sexy. It's not the nicest looking thing. So if I were to actually go ahead and be using this lead magnet, I would spiff it up a little bit, make it look a little bit more visually appealing for my visitors. So you have a lot of options to change it up. You can change the font. You can change the colors. You can even upload an image like I showed earlier and then play with the opacity of this image. And then also you have themes here. So you could basically select a theme from one of theirs, and that alone makes it look ten times better. So say we're going to stick with this one that I chose this theme. It's a quick way to make it look good without putting in too much effort and time. Then we can go to Configure, basically make the title of it, make the description, and add all these other things if we want to do or not. And then from this point, we're going to want to go over to share. So depending on how you want to provide this lead magnet to your landing page visitors, you have a lot of options. So if you want to just have it in your landing page, you could use an inline Embed Code. So basically, with whatever website building software that you use, you can just go to the HTML code element, put that on your page, and then paste in this inline embed code. And this quiz will pop up right there on your landing page for them to take. But if you're doing this in some way where you're getting their email and then sending them this quiz, then you could also just get a URL right here. The content URL, it's going to lead directly to this quiz for them to take. So once you get all that you just click Publish, and now it's all published. So it's going to be ready for anyone to use. So let me just quickly show you how this would look. I just copied this link, open this. I'm going to paste it here, and here we go. Here's our quiz. I'm going to click Start now. And as you can see, it looks pretty nice. Once a year, submit, submit, submit, submit. Now, finally, I'm going to submit that last one. You're doing fine, but you could be doing way better. And yet again, if I added this calendar inline widget, basically, what I would be able to do on this page, it would show my title. You're doing fine, but you could be doing way better. A description. Hopefully, it's going to be specific to this quiz. And then below it, it will show the calendar Leap, basically, the website scheduler. So, ideally, in that description that is going to be tailored to their response, it's going to also have a call to action to schedule that meeting with me, that 30 minute consultation call, which they can see is the clear next step in helping them improve their business. So there you have it. You saw for yourself. That was super easy and something that can be done super quickly in just an evening. Maybe you don't want to use this as your sole lead magnet. But as you saw, this was super easy to do, and it probably will have some kind of value for you and your business to use, even if you want to just use it in some email marketing. So there you have it. That's how you make your quiz in under an hour. Go ahead, try it for yourself and increase your conversion. 24. A Sneaky Conversion Tactic (That Works): This lesson, I'm going to cover a technique that's worked on me in the past and one that I've been using in my landing pages for myself and clients for years. The technique in question is Tripwire. The idea is quite simple. You sign up for something for free, and as soon as you do that, you encounter a low ticket offer that's basically a no brainer. This is an offer that gives as much value as possible and almost seems silly not to sign up for. It might be something like getting access to a 40 hour training for $7 a month or something like that. The beauty of this is to frame it through this idea that because they signed up, they now have access to this exclusive privileged position that they're not going to have for very long. Again, principles of scarcity and things like that are present here. But now let's actually break this tripwire technique down. It's called Tripwire because you're basically activating this kind of trap once they sign up for that first thing. It's kind of an evil framing, but let's roll with it. Once you activate it, they're shown an offer which really doesn't need to exist anywhere else on your site. So it can really be just a one off thing that you show only in that scenario. It's especially helpful in situations where you have a mid to high ticket product or service, but you offer this low ticket thing in between. In a way, it acts as a bridge between your free offer and your higher ticket offer. This goes back to our discussion about having multi level offers. Because remember, we have to think of conversion and landing pages as a holistic thing. People clicked on your landing page because of either an ad or some other type of organic content that in a way bought their attention enough for them to click. But what exactly do I mean by that? Basically, when someone first encounters your brand, they have zero interest, zero compliance, and zero buying intent. Every action they take to get closer to buying from you reinforces this relationship that they have with you. Again, if they don't know you at all, then there's also zero chance that they're going to be buying this $5,000 program. Now if they've seen 10 hours of your content and have found value, that might get them to click your free Guide. If they download your free guide and actually engage with it and find value, that might make them open your emails more often. Now, if they're reading your emails relatively often and they're seeing success stories and more social proof that you're giving through these emails, then eventually down the line, they might consider buying this $5,000 program. This is exactly the process in which I invested in my first coaching program, and that number was closer to ten K. Essentially, the process here is that we're increasing compliance and buying intent with every step. So, what the chip buyer does is it bridges the gap between your free and paid offers with a no brainer. It's much easier to buy from somewhere where you've already brought from than to buy somewhere new. This is basic buyer psychology, and this is why so much of the world is structured around making you a reoccurring customer. This is why having your card on file is so efficient and getting you to buy more because it decreases the friction between you and the sale. And one of the steps where the biggest friction is is going from not being a customer to buying that first thing. They sign up for a freebie, and they get this no brainer offer. And even if it's just for a few dollars, they now become a client of ours, and our relationship has a completely different nature. They're now no longer an outsider looking in, but a paying client that has access to your exclusive content. Increases their investment into your brand and makes them much more likely to buy from you in the future. Another way to think of this is like an upsell. Up sales are some of the most efficient tactics in sales, and we'll talk about those. But basically, it's the notion of once they've bought something, selling something complimentary, which is oftentimes significantly more expensive. The reason why it works is the same as what we're talking about here. The only difference here is that their first purchase, they're not paying with money, but with their contact once they opt in for this lead magnet, we put a trip wire and upsell them to a no brainer offer. This is also likely to work because of positive momentum. More they invest, the more cognitive dissonance is at play, too. We want to believe that the things that we're investing time and money in are likely to work. And that's why compliance increases at these stages. So we need to capitalize on it. But that's enough ramveling. Let's now jump into a landing page and show you how you can actually implement one of these trip wires. 25. Applying a Tripwire to Your Page: So right now we have all the core components of our landing page, founders focus. So in this lesson, what I want to do for you is show you how we can use our CTA buttons to actually execute the action that we want it to do and then follow this with a trip wire that's going to lead them into scheduling a meeting with us. And just for review, this trip wire that I'm talking about is a technique that we use by giving our website visitors something for free and then following this up with a low ticket offer, which is essentially a no brainer. Since we've achieved some level of compliance with them from getting that free thing that we offered, they're going to be much more likely to take another offer that's going to be essentially very cheap to them, or it might even be free and a no brainer. And then the trip wire, in this case is once they get that free guide, they're going to be redirected to a page to schedule a free meeting with us. And although this meeting is going to be free, it's basically going to be a consultation call, and I'm going to try to convert them into actual paying customers with a higher ticket offer. Since our last lesson, I actually already set this all up on our WIC page. So let me walk you through it first, and then I'm going to show you how you can do it yourself. Alright, so this should look familiar. We're back on our founders focus Landing page. So let me show you exactly how this is going to work. So I'm going to click Publish because the site's already finished and I've already set everything up. And we're going to click View site here. And from here, I'm going to click Access Free Guide. See, we have a pop up now. And here, I'm just going to enter whatever email and then I'm going to click Submit. So you see that clicking that button gave us this pop up, and it says, Startup guide, your essential checklist to launch it with confidence. So, I put in my email here, and now I'm going to click Submit. Now you can see we've been redirected. It says, You startup guide is on its way. Then ready to take the next step, let's get on a call to discuss how you can launch and grow your business confidently. Schedule your 30 minute consultation below. And then I just inserted an inline code, and I was able to integrate my calendar calendar onto this page directly. So any visitor can just hear, click wherever and select anytime, and this will schedule a call directly with me. And their startup guide is back into their inbox. As you just saw, it's quite simple. It's not anything that's going to be too complicated, and I'm going to walk you through how you can do it yourself right now. So we're back here on our landing page, and the first step that we're going to want to do is actually link this button to that pop up. But how do we create a pop up? So first, what you're going to want to do? We're going to click on Pages and menu here, and then I'm going to click Light Boxes, and then I'm going to click Add a Lightbox. And then it gives me a few options to choose from here. I'm going to choose this one because this is the one that I used as a template to create the one that you just saw. And now we're here on the pop up, and Wix calls these light boxes. So as you can see, the layout of mine, compared to this one is quite similar. It is the same template, after all. And what I just did is I changed this background here to be something that matched a little bit better with what I had going on. And I just selected a color, and I clicked black right here. And then I went to settings and then just put down the opacity a little bit, just to show them that they're still on this page. They're not somewhere that's completely different. Then after that, what I did is I swapped out this image for one that I just created using Chachi PT. And as you can see, it's right here, so I'm just going to click Choose Image. Here, I just put startup guide. When it comes to the design of all of this, it's just going to be following the similar principles as before. And just keeping it sleek, don't put too many words there and keep it simple and easy for them to follow through. So once you have the wording and everything all down, how exactly do we make it the case where when they put their email in, they're going to receive whatever it is that we're giving them. In my case right now, it's the free startup guide. So what you're going to want to do with that is click right here. Click the actual form itself, and we're going to go to Form settings. And from form settings, you're going to want to click on automations. It'll usually say, if you don't have an automation already to create an automation right there. So what I'm going to do is do that. I'm going to click view my automations. For you, it should say create new automation. And I have one created right here and I'm going to show you exactly what it consists of. So for you, you should just click Create automation, and what it's going to do is start off with a form submitted trigger. So that's when they put their email in and they click Submit, that's a form that's submitted. And WIX sees that, and then it's going to follow in with the next step of our automation. For us, we set it up with send an email. So let's click on this email to show you what it consists of. So this is the basic template that Wix gave when it came to sending this email, and I didn't really change it up much. But as you can see, I had the subject lines say, Your free startup guide is ready. Let's get started. And then it says, Here's your startup guide. And then right here is a linked Google Docs set to view only, and this is going to be the startup guide. I don't have any content in this because it's just an example, but this is the startup guide, and if they click this, it'll take them back to our site. And yet again, all I really did here from what WIC already provided is just change up the text. And when it came to actually adding this link, all I did was click Add right here, and then I went down to ink, and then you can just drag this in anywhere as such and then put the link to whatever it is that you want to give your website visitors. So it's as simple as that. Once they put their email in that and they click Submit, they're going to receive this email. But as we said, there's a trip wire. This isn't the last thing that we want to happen in our sequence. So let's go back to the Wix page and set up that next step. The first step of what we actually wanted to happen, which is giving our prospects that lead magnet that we promised, that has actually been completed. Now, what's that second thing? The second thing that we want to do is have that submit button lead to a new page that is our trip wide. That's going to lead them to a slight upsell for something that really should be a no brainer. In our case, it's just going to be that call with us. We're going to sell them our higher ticket offer. But for this button to lead to a new page, we actually have to create that page. As you saw in the beginning of this lesson, I already did that, and I'm going to show you exactly how it is that you can do that. It's a similar process to how we did this light box. So what you're going to want to do is click on Pages and menu and then go to site Menu and then you can just click Add a menu item. Then New page. And you can either go with a template option right here. Or what I just did is I did a blank page and I just added all the elements myself. So since I already created mine, I'm just going to link this submit bind to the page that I already created. So we're going to click on it right here and we're going to click Settings and click Go to site or Lightbox. Then I'm going to choose a link, and I'm going to chose a page. And for me, I did it under the services page and just click Done. So now let's actually link our Light box to our CTA button and see how it all comes together. So to do that, just click on the button right here and then click on Link. And which light box are we going to do this to? We're going to do the promotion, the one that we just created just for the example purposes. And then from this point, we're just going to click Publish, so we're actually able to look at it as a normal website visitor would. And then we come back here and now let's click it. Bam. Start up, guide. So let's enter in my email and then see what happens when we click Submit. All right. Let's click Submit now. And it took us to this page again. This is exactly what we wanted to happen. And as you can see, it's super simple to set this all up. And as a last step to all of this, I'm just going to show you how you can also do this calendly website integration on your page. It's actually super simple. So let's go back to WIC, and now I'm going to take you to that page. So now we're actually here on our services page. And all of these are just the same kind of elements that I used before. So this right here is our logo, and these are all just normal headlines and normal paragraph text. How did I do this right here? So what I did is I just clicked Add element, and then I went down to embed code. And under embeds here, you're going to want to click on Embed HTML. So then it pops up and it says to add your code here. Now, let's hop into Caldy so I can show you how you can grab that code. So now we're in calendar, and I have my 30 minute meeting right here. If this is what you're going to be doing and you're going to be using Calend, you can just create it super simple. And once you have done that, you're going to want to click Share and then add to website. Then we click Inline Embed and click Continue. And then it has this embed code right here for us. So we can click Copy code and then go back into WIC and then just paste it in and then click Update. Now you can see it right here in this small little square. So I'm going to do is get rid of the one that I made previously, and we're going to fit this new one that I made just now into our page. So all I'm doing here is just resizing it and making it fit and look nice on that page. So there we go. Like you just saw, it's super simple. So let's click on Publish and actually view the site. So now we're back here. Going to do the same thing over again. All right. Now it's just loading up real quick. And here we go. It's right here. Like I said, super quick, super easy, and it's just a nice little design touch that you can add to your website if this meeting is going to be something that you're going to be integrating. So there you have it. We've now officially completed building a landing page from scratch. I don't know about you guys, but this was personally my favorite part of the course. And with just a few hours of investment, we went from having absolutely nothing to a proper high converting landing page. So that's it for this lesson. And if you enjoyed it as much as I do, leave a review. 26. Your Page Is Converting! Now Do This...: With a lot of what we've covered, you're going to be compiling a significant amount of emails. Lucky for you, emails are gold. It's still to this day, the most reliable form of marketing. It has the highest conversions and the highest chance for people to click on it and read it. So now that you have all these emails, how are you going to turn them into sales? Well, the crux of the matter is email sequences, and there's two types. First, you have automated or evergreen sequences, and secondly, you have launches. And that quick overview probably makes you lean a little bit more towards the automated sequences, but they both have their benefits. So I'm going to go over them now. First, we'll start with the automated sequences. These are basically exactly what they sound like. Your prospect will sign up to get your lead magnet, and through an email marketing software like Mailchimp, they'll be receiving these set emails in a set duration of time that's designed to make them into paying customers. Okay. That's the gist of it, but let's break into it a little bit more. This is an example of an automated sequence that you can set up yourself quite easily. So to start off your sequence, you're going to have your lead magnet, which is going to be sent immediately. So for your subject, you're going to want to keep it something that's short and easy to identify. So you'll say, Hey, Mame, here's your lead magnet, whatever that may be. And for the content of that email, what you're going to want to do is to restate the value of your lead magnet and maybe the best way that they can approach it to get the most value out of it. Also, you can offer a glimpse as to what is to come in your email sequence just to build anticipation. And the key here is to really just keep it friendly and professional. And the next email you're going to want to send them is some value driven content. This is going to be sent about one to two days later after your lead magnet. For the subject line of this email, it's going to want to be something provocative that really gets at a pin point. So something could be like why you suck with money. For the content, you're going to want to begin with a quick, actionable tip that addresses this pin point. Though in this email, you're going to want to avoid any selling. Focus purely on providing value just to establish trust. If you're really quick with trying to sell them something, then they're probably going to discount you immediately and not be likely to open up whatever it is that comes next. Next, within the same email, you're going to want to include a personal anecdote or story to be more relatable. Keep in mind that this is the first email that they're going to receive from you that they didn't ask for and they didn't expect to receive. So make sure it provides as much value as possible because branding is association, and you want them to associate you and your brand with amazing value content and emails, so they'll keep on clicking your emails in the future. Now moving on to the next email in our sequence, and this is going to be another value driven content email. And you're going to want to send this one about two to three days after the previous one. And the subject line here can be why common mistake. Is holding you back and how to fix it. And for the content of this email, you're going to want to educate them on a common mistake in your niche and how they can overcome it, positioning your solution as the answer to this mistake or problem. Then you're going to want to follow it up by including another helpful resource. So this could be like a blog post, a video, or a checklist. This is all just to keep them engaged so they can see you as a helpful authority. Now we're going to move on to the next email in our sequence, and this one is going to be a soft offer introduction. And we're going to want to send this 12 to three days after the previous email. And the subject line of this email is going to want to be Imagine solving key problem. For good. And for the content of this email, you're going to want to transition into discussing your product or service, but without a hard sell. So briefly describe your offer and how it solves a major pinpoint and then discuss how it can give you long term benefits. I also recommend to include a customer testimonial or success story that builds curiosity, but it stops just short of a full pitch. See, this is essential. When done right, testimonials can feel like a case study. So instead of just an attempt to sell, it provides more value to your customer. I want you to keep thinking about this when you receive testimonials in the future, because how you frame them can really make the difference between someone going from a potential customer to an actual client of yours. Now to the fifth email in our sequence. This is the soft sales pitch, and you're going to want to send this one to two days after your previous email. The subject line? Ready to level up? Here's the three step roadmap. Now for the content here, it's going to be pretty straightforward. You're going to want to dive deeper into your offer. Showcase testimonials or case studies that demonstrate tangible results include a clear call to action, like a link to a sign up page or a limited time discount code. Now our sixth email, and this is going to be our second to last one. This one is just going to be following up with urgency. This one also sent two to three days after the previous one. The subject line for this one is going to be times running out don't miss your discount bonus, whatever it is. For the content of this email, you're going to want to create a sense of urgency to prompt some action. So mention if there's a limited time bonus or discount that's going to be expiring soon. Reinforce the benefits of your offer and how it will solve their problem. You're also going to want to include a strong CTA and show gratitude for their attention. Though, it's important not to lie about scarcity or urgency. So make sure you're saying something that's true. Like, maybe you have only set amount of calls that you can take in a given week. Say that. Now for the final email of this example sequence, this one is just going to be a final reminder and appreciation. This one is just sent one to two days after the previous email. And the subject line with this one is going to be I'm losing money with this email. So if you choose to go with a provocative subject line like this one, you can then go in to explain how your offer is so good that it might actually lose you money. Of course, this might be difficult for your business, depending on the niche, and it might just sound corny, but you got the concept, and you can do what you want. But basically send a final reminder and encourage them to keep interacting with your brand. And if you have a limited offer, remind them of that here. So that's an example of an automated email sequence. It works. It's simple, and it doesn't take up much of your time. Of course, there's all sorts of fancy techniques that you can use when creating these sequences, depending on the software that you're using, like sending conditional statements. So depending on their action, what's the next email that's going to be sent? But overall, the key to success in these automated sequences is to really nail down the copy and just have a good base sequence. And yet again, you don't need all these fancy techniques to do so. You can just simply split test. So send two different kinds of emails. Depending on the software you're using, it can give you all these stats. Like Lemlst gives you all these stats on split tested emails to see which ones perform better. And then you can just stick with that one and split test whatever emails that you believe could use the now, as we mentioned, automated sequences aren't the only option. Launchs are also a very viable and popular option with a lot of benefits. For example, have you ever been more likely to click a video because it was live? Well, online businesses have been capitalizing on this phenomenon for decades now. For instance, one of the funnels with the highest conversion rate is leading people to a live webinar. For some reason, people actually feel much more inclined to take action and sell whatever it is someone's buying if they're there live talking to them about it. This is a similar process for launches. Instead of these emails being sent to you randomly when you sign up, launches make you feel like you're involved in some kind of event, and the mechanisms of scarcity and limited offers really come into play here. The OG model for launches is the product launch formula made by Jeff Walker. The concept has been extrapolated to all types of online businesses nowadays, you see his notion of giving as much value upfront as possible just about everywhere right now. Thesis of the PLF is simple. The most important part of a launch is the pre launch. That's why you should give as much value as possible upfront, so people are excited for your launch. A streamlined example of a PLF pre launch would be composed of three emails, one on Monday, one on Wednesday, and one on Friday. On each of them, you're going to want to tell a story because people love stories, and you're also going to want to give a free part of your product in each one of these emails. This can be one of a few things like a concept, a lesson, or a tool from what you're each email, you should be teasing the fact that you're going to be launching something, and this is really going to get people excited. If you do this right, you're going to have people emailing you about when your launch is happening and what the pricing is, et cetera. You should mention all sorts of things that are related to this live aspect. So things like what people are asking you about, how many people have watched the videos that you give out for free, why you decided to release this, maybe you sent out a questionnaire, and this is what people told you that they wanted. By the time you release this, you can emphasize even more strongly that this is actually, in fact, a one time offer. Because at the end of the day, this is a launch, which you don't do all the time. So maybe you'll do one or two launches a year, but that's it. And if you actually look at most successful launches, you'll see that they never, in fact, repeat the same offer. You've probably heard of Iman Godzi. He launches a new offer surrounding his agency course or products just about every few months. Look closely, you'll see that each offer is different enough that you can have confidence that you'll never see the same offer twice. So if you don't purchase them, you won't have another chance to get that same offer again. That's the strength of a launch, and it really should be what you're emphasizing if you're going to be taking this route. Now, finally, there is a third route, which is really hard to get right. And that's faking. As you may or may not have seen, people use this notion of a webinar but fake it. So they don't actually have to invest the time it takes to pull one of these webinars off. However, most of these are quite cringe and they never really generate that same desired effect. Though, for launches, it can be done, and I've seen it done. But it's quite hard, and I've never done it successfully, so I'm not going to unpack it here. So just know, it's a route that you can explore if you're interested. 27. Need More Traffic to Convert? Master YT: Finally time to start building our funnel. And at the top of our funnel, we have awareness. This is where people discover our brand, learn about us, and start to build a connection with us. And by far, the most efficient vehicle for doing this nowadays is social media. You know this and you've heard it. But let me just paint a picture for you because the creator economy is one of the highest earning potential spaces as I see it. Typically, if a business wants to expand, it'll invest in some kind of advertising. Advertising usually works in the following way. You pay X amount of money for y amount of results. And you can pay for clicks, conversions, impressions, et cetera. But the bottom line is that you pay to be seen. And also, when watching an ad, people realize that they're being marketed to or sold to, which is a universal experience that humans don't necessarily like. So the usual process is that I pay to put my product in front of people's eyes, although they probably don't want to see it, and then this will lead to more sales. Now, the holy grail of marketing is if you can reframe this into the opposite. I don't pay people, and people actually want to see whatever my marketing is, and it leads to more sales. It sounds amazing, right? Well, that's quite literally what organic marketing through social media is. So instead of having to fight to reframe that notion that this ad that they're watching, which is preventing them from watching their movie, TV show, or video, they're actually choosing to watch our brands content. Because at the end of the day, an ad is basically the same thing as a YouTube video. When you see an ad, you see a thumbnail and a title, and when you see a YouTube video, you see a thumbnail and a title. The difference is how much your ad is shown isn't dependent on how much money you're putting in when it comes to organic. Instead, it's dependent on how much people actually enjoy consuming your content. And guess what? How much people actually enjoy consuming your content is directly proportional when done right, of course, to how much they're willing to invest into your brand. Now let's zoom out for a second, so I can illustrate one last concept. Prior to the advent of capitalism in modern markets, commerce was usually sustained in large part due to connections and social relations. Whether you were able to conduct business thousands of miles away was dependent on who you had connections with, and whether you had recurring customers in your markets all depended on how well you got along with your customers. What I'm getting at is that connection has been and continues to be at the epicenter of sales and commerce. Now, instead of having to trade your time proportionally to create these connections and relations, this digital era allows us to do this at scale. And this is so amazing that I'm actually getting a little too excited, sharing just imagine that you told someone in the 1500s that they could record an interaction with just one of their customers, and that would ensure that thousands of other potential customers would then see it and gravitate towards their business. They would literally think that that's the Holy Grail. And building connections as scale is what YouTube allows us to do. And you can do this on other social media platforms as well, but long form is really the best option because the connections are just deeper. So how do we build a connection that is worthwhile? Well, this really could pertain to an entire course of its own. But I'll outline the structure here for you to follow. Level one of understanding YouTube is that if you give people value upfront, they will not take it for granted. If you're helping people out, whether that's with advice, knowledge, entertainment, or some other thing that's making their life better, then this kind of goodwill will really help your business in some way. People will either watch more of your content, they'll share it, they'll interact with it, or potentially even buy some of your products. So the crux here is to figure out what you can give out for free that'll help your potential clients as much possible. And really, do not gate keep anything. If you can give it away for free, then do it. Take it from someone who took years to internalize this lesson. But the power of YouTube and long form is that you can give value away for free and then charge for other things. For instance, let's take it back to our notion of multi level offers. On YouTube, you can be sharing all of your do it yourself content. If you teach some sort of coaching program, then on YouTube, you can give away all of your lessons for free, but then charge for a done with you or done for you offer. And, trust me, people will pay for implementation. In fact, giving the do it yourself part of your offer for free will just solidify the fact that you know what you're talking about and that you can help them implement it. And don't be afraid that you won't be able to sell a do it yourself offer. There's always a way to do that. For example, when selling a business course, I followed Bia Ja's model. Ba Jeza posted countless videos online on how to build a drop shipping company. However, when he went to make a digital product out of it, he recorded himself going through every single step of the process. I've done that, too, for myself and clients. You give all the information for free and upfront, and then you create a course where you follow all the information that you just gave in a structured and engaging way that really exemplifies this information. This works especially well when you can see the transformation. For instance, building a business from scratch. And this sort of thing of giving value upfront can work in so many industries. If you're a yoga instructor, give yoga lessons away for free. And if you sell cupcakes, then make recipe videos. Yes, you can reveal your recipes. This is the first level that you must internalize. The notion that giving value upfront and for free pays ridiculous dividends. Now the next lesson is structuring your YouTube channel as its own sort of sales funnel. So let's look at how that works. To do this, everything will orbit around your via cell or video sales letter. The idea here is to have one central video that is meticulously crafted to convert as much as possible. This video should still be framed as you providing value for free. But in the process, it'll also reveal why your solution is so good at solving your ideal customers problem. For instance, let's go back to our cupcakes. Our VSL might reveal why baking cupcakes with non contaminated products is almost impossible because it's extremely difficult to source these non contaminated products. Might provide solutions through this VSL, such as giving them the very sites and places that you go to source your own products. However, at the end of the video, you'll reveal the easiest solution of them all, which is buying these products directly from you, who's already gone through the hassle of solving their problem for them. This, of course, will be coupled with a call to action to either buy or book a free call or whatever the next step in your funnel will be as we'll go over later. Of course, you can apply these concepts for essentially any service or product out there. So this would be your VSL, the center of your YouTube funnel. Now, the rest of your videos will be a mix of different strategies to provide value, build connection, and drive traction and attention. There are different types of videos that you can post, but let's break them down into three categories. Value packed technical content, search based content, and high virality potential content. So value packed technical content are going to be the kind of videos that have the lowest chance of going viral but have a super high turnaround and conversion rate. People will watch these videos with a very high intent, and they'll build a stronger connection with your audience. These are videos like 30 minute back workout routine or something like that. People don't watch these for entertainment, but to follow along and reap the benefits of it. So you can just imagine how a video like that could pair with a VSL about the best workout routine possible and how that would upsell to a coaching program. And that's the next point of this YouTube funnel. You're going to want to link your VCL as the first link in your description on every single video. That way, we're funneling people to our main conversion machine within YouTube. So we're increasing their watch time, which YouTube loves, and we're building a stronger connection with them. Now, search based content is where you're serving a gap in the market. With tools like VDIQ which you can use for free, you can search for keywords within your niche and search for ones that have a high volume and low competition. That right there is your gold. And anything above 60% is pretty decent. With these, you're creating videos that can be evergreen, which means they kind of give you a passive income of views every single month. This is because if done right, when people search these keywords, they'll stumble upon your video and enter your funnel machinery. And lastly, we have high vality potential videos. Videos are intended as sort of lottery tickets. They're going to be the one with the lowest buyer intent, but they have the chance of bringing in the most people. So these are videos that are more lick Batty, more for entertainment and are just easier to watch. So if we stick with our fitness example from earlier, it'll be something like this, why these fitness influencers are destroying your gains. Again, this might not be where you have the highest ratio of people who meet your ideal customer profile. But these videos have the highest chance of attracting a lot of new faces, and they could become familiar with you and stick around to help grow your brand. Remember, in these videos, it's even more important to have the VSL linked in the description because if these do go viral, it could be bringing a lot of new people to that VSL. So, you now have the foundation of building a successful YouTube funnel. Start with your value packed technical content to build trust and connection, create search based content to draw consistent intentional viewers and experiment with high variality potential videos to expand your reach. Always guide your audience to your video sales letter. That's your conversion centerpiece, and make sure it's linked in every single description. Combining free valuable content with strategic final design, you're leveraging the ability of building connection at scale. So, social media, particularly YouTube, lets you build connections with your audience that feel personal and authentic. 28. Leverage Short Form Content for Conversion: YouTube is not the only way that we can use social media for people to discover our brand. In fact, if all we wanted was awareness and we didn't take into account that element of connection that I described in the previous lesson, then YouTube Blog form wouldn't really be the best option for us. Instagram, Tik Tok, and YouTube shorts are arguably the easiest mediums to go viral on. And there's a few reasons. First, it's a lower barrier to entry. And second, the algorithm is more agnostic of channel or page size, meaning that they really just focused on how well that individual video performs. So there are other options where we can find more eyeballs. This is true, but we don't necessarily just want a bunch of traffic to the top of our funnel if we're not able to convert any of that traffic. And here we have to talk about something crucial in understanding sales funnels. And that is not all views are worth the same and not all traffic is worth the same. This, again, is because of a few reasons, but the fundamental reason is buying intent. Let's go back to our infamous cupcake business. Now, let's say that you really want to go viral to get eyeballs on your profile. So you make a video exposing Mr. Beast. And you succeed. You get millions of views. Now, the reality is that from those millions of views, it's unlikely that you'll get any sales at all. Why? Because the buying intent is extremely low. The people watching were not necessarily a part of your target audience or demographic. Then they watched a video that was completely unrelated to your offer. In this example, it might be quite obvious. But let's say that you're trying to make cupcake videos, go viral on reels. What type of video would you do? The truth is, you'll probably find yourself following trends of some sort. You find success, then you'll go viral among people who, again, probably won't care about your brand. That's still the case, even if you insert cupcakes in some forced way. So the truth about these platforms is that although they are the easiest to go viral on, that might not necessarily be what we're after. Remember, not all views are worth the same. You'd rather have 100 views, all from people who have a high chance of buying your offer rather than millions who are unrelated. I clarify this because I've spent a lot of time chasing views on these platforms, and it's simply just not worth it. So what do we do instead? Well, it's a similar notion to what we discussed in the YouTube Blessing. We want to post a variety of videos. So that nurture our existing audience and have a higher chance of converting, and some that have a higher chance of bringing in new eeballs into our brand. So I broke this down in three types of content. First, we have nurturing content. These are videos designed to connect with your existing audience. For the cupcake business, this could include videos on how your cupcakes are made, tips for hosting some cupcake decorating party or showcasing some customers stories or reviews. These videos build trust and deepen your relationship with people that are already interested in your brand. Now, for number two, we have discovery content. The key here is to focus your videos on aligning with the interest of your target demographic. Instead of following random trends, create value driven videos. These could be quick cupcake decorating tutorials, some unique flavor reveal or just educational content about baking. Just make sure that your videos are visually engaging and they clearly represent your brand. Now, the third and last type of content is hybrid content. Some shorts can do both. Nurture your existing audience while bringing in new eyeballs. For example, you can make a video highlighting the journey of a popular cupcake flavor from concept to creation. This could resonate with your followers while also intriguing newcomers who love food stories. By balancing these types of shorts, you'll ensure that you're growing an audience that aligns with your brand. Plus, you'll be fostering your connection with the people who are most likely to convert into paying customers. Quality views matter far more than quantity. Focus on content that reflects your brand's unique values and speaks directly to your target audience. Okay. It's like short form content one oh one. Now, just like YouTube, we can use our profiles as sort of funnels or landing pages themselves. Let's use Instagram as an example. When people land on your Instagram profile, you want them to go through a very specific journey. So there are a variety of features that are native to the platform that you want to leverage. The very first one is your bio. Make sure your bio clearly communicates what it is that you do and has a strong CTA to learn more. In my opinion, including just one link is the way to go. No link trees, no one really checks those. So if your CTA is to book a call, then make sure that link takes them to the booking page. The less friction, the better. The next thing people see is story highlights. These you can also use strategically. You can have one for different types of things. For example, you can have one dedicated to reviews, case studies or testimonial. Remember, always lead with reviews or success stories because those are priceless. And you can have another set of highlighted stories for FAQs, just like you'd have on your website. Answer your prospects most common questions about your product or service, so they can handle their own objections as to why they shouldn't purchase from your brand. Also, you can add, like, a series of stories that provide value, so someone can watch it as soon as they hop on your profile. Something like a walk through solving a problem that your ideal audience has can be quite strong. Next up, we have the posts. Here, you want to have a variety of content that builds your credibility and continues to nurture your customers by providing value. For instance, you might have a picture of you speaking at a conference and then a reel that accompanies that giving insights from this conference. Essentially, you want to structure your profile in a strategic way so you can ensure that people with a higher buying intent can move on to the next stage of your funnel. Another thing that you can do on Instagram that you can't really do on other platforms is to leverage the power of DMs. You've probably seen those videos where people say, Comment, whatever, and I'll send you a free guide, training or book. This can be a pretty effective tactic, and you can do it automatically. You can set this up through an app called ManyChat, and people will be automatically dm. This is super strong because it starts a direct relationship with a potential customer that you can then communicate with and guide them to the next stages of your funnel. Now, to wrap this up, while platforms like Instagram, Tik Tok, and YouTube Shorts offer us the easiest path to going viral, it's not always about maximizing the views, but about getting the right views. And not all traffic is equal. High quality targeted engagement with people that have buying intent will always be more valuable than millions of eyeballs that strategy should balance discovery content to attract new viewers, nurturing content to deepen relationship with your audience and hybrid content which does both. Additionally, platforms like Instagram offer us unique tools like bios, story highlights, and DMs that allow us to streamline the customer journey and increase conversions. Ultimately, short form content isn't just about going viral. It's about building a brand that resonates with your ideal audience and drives meaningful results. 29. Email, SMS, & PPC in a Nutshell...: Do some emails get opened and others get ignored? Why does one ad generate thousands of dollars in sales, but another one just dies out. The secret lies in the way each campaign is optimized for its specific channel. Think about it. Email SMS and PPC campaigns each work in completely different ways. Emails give you room to personalize, engage, and drive users to a call to action. SMS thrives on urgency, short punchy messages to get immediate results. And PPC, well, that one's all about grabbing attention. It's about compelling ad copy that delivers a seamless experience from the ad to the Landing page. But let's start with email. One of the most powerful tools in your toolbox. When done right, email campaigns can engage, build trust and drive incredible conversions. But the challenge here is that inboxes are just so crowded. So to stand out, your emails need to be personalized, optimized and designed to make easy to click. So let's break this down into three key strategies for optimizing your email campaigns. First, we have personalization and segmentation. Now when I say personalization, I don't just mean starting an email with Hi, first name. True email personalization is about tailoring that email to the user's behavior, preferences, and past actions. We can look at Amazon for an example of this. If you've ever received a marketing email from Amazon, it's not just random promotions. The email is going to show you products similar to what you've browsed, items left in your car or recommendations based on past purchases that you've made. It feels like Amazon knows exactly what you need, and this works beautifully because people are more likely to engage with content that is relevant. If you can show your audience that you understand their needs, they'll pay attention to you. For example, instead of sending one generic email to everyone on your list, segment them into groups based on their behavior. By doing this, for example, you could send a tailored offer to users who abandoned their card. Or you could send a thank you email to customers who already purchased. And in this email, you could add suggestions for complimentary products. Second, we have optimized subject lines. Think of the subject line as your first impression. If your subject line doesn't grab attention, then your email won't get open. Optimize your own subject lines, focus on these three things curiosity, relevance, and urgency. Make sure your subject line inspires some sort of curiosity, something that makes that email stand out in the pool of emails that your users are going to be receiving. You also want to keep it relevant. If your subject line has nothing to do with what the email actually contains, then people aren't going to trust you and they're just going to leave it. And lastly, when appropriate, you should create a sense of urgency with that. Now, finally, we have strong CTAs and a simplified design. When it comes to email design, less is often more. Cluttered emails confuse users and distract them from taking action. That's why it's critical to have a clear, simple call to action and a simple and clean design. Now let's talk about SMS. Short punch and incredibly powerful when done right. Now, SMS is unique because it's direct and immediate. Unlike emails which sit in crowded inboxes, texts usually get seen right away, and that's exactly what makes them so effective. Since we have limited space in SMS, our messages are going to have to be clear and concise. Let's talk about how we can do that. First, you're going to want to leverage urgency and exclusivity. The best SMS campaigns create a sense of urgency that immediately drives action. A great example from this comes from Safora. Imagine receiving a text that says, flash sail, 20% off all skin care, but only for the next 3 hours. Click here to Shop Now. Why does this work? Well, the language is urgent only for the next 3 hours. The users know that they have a limited time to act, and that just makes the offer hard to ignore. Secondly, you're gonna want to keep your messages clear and concise. SMS isn't the place for long drawn out explanations. It's about simplicity. You need to say what you're offering and include a clear action. No fluff, no distractions. For example, take a look at how Domino's approaches SMS. They'll send messages like 50% off all pizzas today. Order now. That's it. The message is short, specific, and actionable. There's no extra text, no unnecessary details. It's a clear action with a link to follow it. So the key here is that simplicity drives results. If users have to think too much about what the message means, then they'll just ignore it. So tell them exactly what the offer is, why it matters, and what they should do. Now, let's shift over to PPC or pay per click campaigns. PPC ads are all about grabbing attention, delivering a clear message. Guiding users seamlessly to where they should go next. For PPC, there's going to be three critical strategies that you should follow. First, craft compelling ad copy. Your PPC ad copy needs to be concise, engaging, and focused on the user's needs. You have just a few words to make an impression, so every single word counts. One of their PPC ads says Make work simpler. Slack brings teams together wherever you are. Why does this work? It's short, clear, and focuses on the benefit, making work simpler. The message immediately tells the users what they gain by clicking the ad. So when you're writing your copy, you're going to want to think of these things. You want to have a clear value proposition. So what does the user get? List the specific benefits. How does your solution solve their problem? Lastly, you want a strong call to action. So what should the user do next? Now, secondly, you're going to want to align your landing page with your ad. One of the biggest mistakes in PPC is when the ad promises something, but the landing page delivers something completely different. A seamless experience between the ad and the landing page is essential for conversions. If users click on an ad and don't see immediately what they expect to see, then they'll just leave. So for example, if your ad is offering a free guide to your leads, then when they click on the landing page, make sure that free guide is going to be readily available above the fold. Now, for our third and final thing to keep in mind, you're going to want to leverage remarketing and re targeting. Not everyone converts the first time that they see an ad. That is where remarketing comes in. Remarketing campaigns target users who have already interacted with your site, it keeps your brand top of mind and nudges them to return. Adidas is a great example of this. Let's say you browse for a pair of running shoes on their website, but you don't actually end up making a purchase. A few hours later, you'll be on Instagram, and it's quite likely that you'll see an ad from Adidas. And the ad will have a picture of the shoes you were looking at, and it'll say, still thinking about these, order now and get free shipping. This is dynamic re targeting in action, and it works because it's highly personalized. The ad reminds you of what you were interested in and adds an incentive, free shipping for you to actually go through and follow through and finish with this order. The ad reminds you of what you were interested in and adds an incentive free shipping. You to actually go through and finish this order. All right, so we covered a lot in today's lesson, so let's do a quick recap right now. For email, we learn to personalize messages, craft attention grabbing subject lines, and use simple designs with a single call to action. With SMS, we focused on creating urgency, clear messaging, and engaging users through two way communication. For PPC, we explored writing compelling ad copy, aligning landing pages with ads, and using remarketing to convert interest into action. The big takeaway here is that optimizing your campaigns isn't just about sending messages or running ads. It's about understanding your audience, testing what works, and guiding your users towards action.