Hey everyone!
Jason here, digital marketing consultant.
And in this CRO guide, you're going to learn five quick conversion optimization rate hacks
to improve your sales and lead generation for your site.
Make sure you check out the links in the description to a timestamp table of contents, along with
some other videos to help you with, your digital advertising.
So with that, let's go ahead and kick things off, before we jump into those five, with
a definition of what CRO is and specifically how to apply it effectively, so that it actually
helps boost your conversion rates, as opposed to becoming something that's just convoluted
and complex.
So our definition is to dial in your messaging to your prospects so they understand, that
they will get what they want, if they take the actions you want them to take.
And in practical concrete terms, this means you have multiple prospects and you're just
split testing your landing page messaging, because what matters to prospect one, might
not matter to prospect two and three.
And so we need to figure out what matters most, when we're talking about the specific
solution we're offering or the problem.
So with that, let's go ahead, dive into those five hacks.
And the very first one is split testing.
Now you've probably familiar with, Hey, you're supposed to split test your landing page,
you know, try different headlines or try different buttons.
We'll here, we actually don't want to do that, when we're just getting started.
And here's why, so go ahead and take a look at this diagram.
You can see that typically we'll be getting traffic from a lot of different traffic sources,
whether you're doing organic or paid, something's coming from Google.
Something's coming from YouTube and Instagram and Facebook.
They're coming all over the place and you're driving them to these two pages, that you're
testing.
The issue with this, is you're actually testing three variables.
Because when you're split testing, you want just one variable to test.
And so the problem here, is inside your ads accounts, you're testing your messaging and
you're testing your targeting.
You're trying different ad copy and you're trying different you know, placements or people
or audiences that you're targeting.
And then on your landing page, you're trying different messaging.
So you're actually testing three different variables, where to your messaging and your
targeting, you're testing inside of your ad account.
And then over here, you're starting to test your messaging on your landing page.
Well, you're testing three variables now, and you're not actually going to get good
data on which landing page is working with which specific target or which specific message.
So what you actually want to do, is drive all of that traffic to one landing page, until
we get to hack number four.
Now the second half we have is volume.
And this is particularly important, if you are a small advertiser or you're working on
a shoestring budget.
As a general rule of thumb, I'm not going to say it depends.
I'm going to give you a concrete number here.
You want at least a thousand impressions, to your ads and at least a hundred real website
visitors to your landing page.
And this is because you need to have statistical significance, before you make changes.
You don't want to start changing your ads or changing your landing page, if you've only
had 500 people see your ad and you know, 10 people on your site, right?
You're probably going to wait for more than 10, but you want at least a hundred real website
visitors.
And the way you make sure that you have real website visitors, don't use what's going on
inside of your Google ads or your Pinterest or your Facebook ads account.
Those numbers are just blown up, right?
You need to be looking at your actual landing page software and use that as the guiding
force for how many people actually showed up, or use what's going on inside of Google
analytics, whatever tracking you're doing on your actual site, is going to be much more
accurate than what's showing up in your ad accounts.
Now, the third hack we have, deals with adding micro commitments or micro conversions.
And this is particularly important, if you're any commerce, because you might be asking
for too much information right out of the gate.
So I see a lot of eCommerce ads, that drive right from the ad directly to, either the
product page or the checkout page.
And then they wonder why they have such low sales or such low conversions.
And I see the same thing with some digital products.
And even if you're a lead generation, it's important to remember, that the more you ask
for the less likely your new prospect or lead is actually going to give you their contact
information.
So instead of driving traffic directly to an order form and having them jump straight
into the product, let's go ahead and put a lead nurturing sequence in front, where we
just ask for their name and email, or we do a landing page that goes to a lead magnet.
Then we do a couple of warmup emails, and then we send them over to the order page.
Now that you've built some relationship with them, you're not asking to get married or
have them whip out their credit card on the first date or go around.
Now, if you're already using this method and you're still not seeing good results, you
might be asking for too much information on your landing page.
So with your landing page, there are really just two things, one thing you actually need
to ask for, the email, and that's all you need.
Name and email are the two standards, that you kind of start with.
And then if you need more information or you're getting too many leads, you could add the
last name, you could add a identifier, and then you could ask for their phone number.
Now, a prospect identifier, this is something where you're asking them to tell, tell you
about them.
So if you're like a cleaning service, you'd be asking the square footage of their house
or how many bedrooms they have, or if you're doing any sort of business service, you'd
want to know, “Hey, what's your industry?” or “What type of business are you?”
And then finally in red, we have things like your website URL, the company name, the budget,
the company size and the address and these things you really only want to add, if you
vitally need that information some reason to start building a relationship or put them
into a nurturing sequence, or you're getting so many leads, that you just need to start
filtering them out.
And conversion hack number four is duplicate.
So this is going to tie directly back into number one.
So at number one, we left off where we have all our traffic sources driving to one page.
And if you're still watching this, you're going, “Jason, that is crazy and stupid.
Why the heck would you recommend doing that?”
Well, once you're done inside, this is key.
Once you're done inside of whatever ad account you're working on, you're done with testing
your messaging and your targeting, and you found a combination that works, go ahead and
lock in that campaign and then create a landing page specifically for that traffic source
and campaign.
And then you'll essentially just duplicate the landing page you have, for each one of
your traffic sources.
And then from this place, once you still, you've locked in one campaign, then you're
going to start doing A, B split testing, A, B split testing, A, B split testing on each
one of your traffic sources specific to campaigns, inside of those ad platforms.
So it's very important that even at this point, we really want to be A, B split testing at
the campaign level, so that we don't have too many variables going on with our conversion
optimization.
Now, the final hack I have for you, is arguably the most important one.
The one that you should do irrespective of, if you're driving organic traffic or are you
doing paid traffic, and that is Google analytics UTM parameters.
So chances are, you've seen a super long URL that looks something like this.
And you're just looking at it going, what the heck could all this information mean?
So I want to walk you through how you can use this to your advantage and pretty much
track everything.
So in side of this long URL, we have source, medium, campaign and content.
And all this means is source is telling the Google analytics tracking code, where the
person came from.
Medium is what type of traffic it is.
And then campaign and ad creative, is just telling Google analytics, the specific campaign
and ad that the traffic came from.
So here's a diagram that kind of walks you through what you can put for each one of these.
So a campaign source, we're going to do these in all lower case.
And I'll show you the tool in a second.
We can say it's from Google or YouTube, Facebook, Instagram.
We'll tell it if, we'll tell Google analytics, if it came from a newsletter or if it's organic
traffic and affiliate sent, or we paid for it, and then our campaign name, term and content,
we'll just depends upon the source and medium, and whether we paid for the traffic or not.
Now, the good news is you don't have to build this yourself.
You can go over just search Google for UTM parameter builder, and you'll be able to get
to this tool, where you can just copy paste your URL, fill it out like a quick little
form.
And it will give you a properly formatted URL, where you can track everything.
Now here's an example from my actual Google analytics account.
And this is why this is so powerful and so important here, you can see that I've highlighted
in blue, that I can see the exact video that people came from, when they hit my page.
And then I can also see which offer, brought them to the website.
And that's all there is to it, to optimizing your conversion rates.
I sincerely hope you got some value out of this video.
If you have any questions, go ahead and comment below.
I read and reply to every single one.
Make sure you use that table of contents to skip around and definitely I highly recommend
checking out the link in the description, to the Google analytics tutorial, that actually
goes super in-depth into how to use UTMs, as well as set up your Google analytics, because
analytics is going to be instrumental in optimizing your conversion rates.
So if you got some value out of this video, go and hit that like button and subscribe
for more CRO tutorials and the conversion optimization rate guides, just like this one.
And until the next video, keep building the business you love.