- [Neil] Hey everyone, it's Neil Patel
and today is another day of CRO Unlocked.
We are now at the start of week two,
there's going to be three lessons within week two
and we're going to kick it off by CRO best practices.
If you miss any of the other training modules
or lessons on CRO Unlocked,
you can find them at neilpatel.com/training
and then just click on CRO Unlock.
So let's dive right in.
How do you use recordings?
We talked about Crazy Egg last week.
Crazy Egg is a tool that can help you see how
your visitors engage with your website
and figure out how you can modify them
so you can easily improve your conversions.
Now, one of the features in Crazy Egg is user recordings
in which you can see the mouse movements
and video recordings of how people are interacting
with your website, where they're getting stuck,
what issues they may have
so that way you can fix it and improve your conversion rate.
So how do you use video recording?
Well, you go to Crazy Egg, you set it up,
it has a Wiziwig or morsel walkthrough wizard,
there's also technically a Wiziwig
through their A/B testing feature.
We'll cover that later on
but more so there is a walkthrough wizard
that teaches you how to set up recordings
and you can literally set it up within a minute or two.
When you're going through the process you pick your site.
If you have multiple domains,
you can set up on multiple sites
and when the recording is enabled,
Pay Tracking lets you pick which pages, which views
that you want to see when people have like rapid clicks
because they feel like something is wrong.
And you can see from the image on the right side
that's a example of a screen recording
where you can pretty much see your website
and see how people are scrolling, clicking,
where they're converting et cetera.
And when you're doing this video recording,
you don't have to record every session,
you can just do 500 sessions straight
or every other or random sampling,
there's a lot of options.
Pick what works for you.
In addition to user recordings,
you also need to look at quantitative research.
The main goal of quantitative research
is to collect accurate structured facts and stats
in order to drive and improve business decisions.
And there's a lot of cool things
that you can get from quantitative research
but you've to keep minus only one piece of the puzzle
and you need a capture data to make it useful.
And a lot of that data typically ends up coming
from surveys, questionnaires, analytics
but it's also necessary to make sure that you're looking at
the right audience and you have enough of a sampling
to draw conclusions from it.
Because if you have a survey and three people gave you data
on their conversion rate and things like that,
technically you wouldn't survey them
about your conversion rate but you would survey them
about let's say pricing for example or you're surveying on
let's say what products
that you may end up releasing in the future,
what features they may end up wanting to see.
Fill a two people to respond,
it's not really enough to make informed decision.
And then there's also qualitative data as well
which we'll go over in the course.
And qualitative is more opinions.
Let's say you're not talking about numbers
such as bounce rates or where people are exiting
like exit pages or click through rates,
all those kinds of things is more quantitative.
Qualitative is just feedback like I don't like the colors
or this text doesn't appeal to me
or I don't understand what's wrong with this page
or how to fix it.
And when you take and combine this data,
that's how you're going to be able to convert
the most traffic into leads.
And you'll find that a lot of it
has to do with conversion funnels
such as how people are going throughout your website
and the best funnels oftentimes
are a bit more complex than this
and they look something more like this
and don't stress out about it,
we'll give you a lot of worksheets that you can find
at neilpatel.com/training,
click on CRO Unlocked,
go to week two is the first lesson,
you'll find all the training materials, worksheets,
handouts that you need to do all these things
such as your conversion funnels,
optimize landing pages and so forth so on.
And one thing that we found
when you're going through the process
and trying to improve conversion rates
is exit intents work really well
especially if they're conditional,
when you ask a yes or no question
in an exit pop-up it tends to do better
than if there is no yes or no question,
you're just asking them for the carrot,
the carrot being the name and email
or asking them to purchase right away.
We find that always when you ask a yes or no question first,
it just tends to work better.
I also want you to use landing pages
because you can create specific pages on your site
to create a specific experience for a specific type of user
and then maximize your leads or even sales,
some landing page tips for you.
I recommend using high quality images.
Don't have too many choices.
Landing pages are supposed to be more focused.
Make sure you use testimonials from your customers
and limit the scroll length.
You could have a never ending landing page
but I've found that the long landing pages
don't work as well as they used to,
these days especially because people use mobile devices,
they want you to cut to the point and find out
what really are their pain points
and address them and sell them as quick as possible.
I've also found that adding videos works really well
so instead of having that really long scrolling page,
you can get a lot of that messaging out in a video
which is easier to comprehend on a smartphone or an iPhone
than it would be to scroll through and read 12 pages
of texts on an iPhone.
And we've seen much more engagement with videos
on mobile devices than just using really long form pages.
As I mentioned, I have assets for you,
you can find them at neilpatel.com/training,
click on CRO unlocked and then go to week two,
it's the first lesson in there.
If you use the asset over time and you follow all
the instructions that I'm giving,
you'll be able improve your conversion rate.
And that's what conversion rate optimization is all about.
It's increasing your conversions and sometimes
the changes you make won't work out the way you want.
Hence you got to do A/B testing
because you may have one variation with 100 visitors.
And if you get 22 conversions and you have another version
with 100 visitors but it gets 52 conversions
most likely you're going to make more money
from the one that had 52 conversion
and A/B testing will tell you that.
And it allow you to change things like
your call to action buttons,
it'll allow you to change the colors,
your messaging, your headlines
and a lot of different things
so that way you can optimize your conversion rate.
Make sure you use essentials
with the tools that I've mentioned like heatmaps,
Confetti, user recording, A/B testing and scrollmap
within Crazy Egg and Hello Bar,
you can use exit intent down bars, content upgrades
social bumps, push notifications, they all work well.
I also recommend that you use a tool called subscribers
in which you can do a welcome drip sequence,
it's a great way to convert
your visitors more into customers.
And when you're going through this process,
you're probably wondering, hmm,
what can I change to generate more sales?
Well, the first thing is removing the friction
during the sales funnel.
At every stage, the visitor being forced
to make choices between a large number options.
So just make it simple for them.
To prevent indecision, you can offer less options
and people tend to make decisions faster
if they're only three or less options
and that's why for many pricing plans for software solutions
or even products, they tend to give three options
and not six or seven or eight because this is too much,
it's that kid in the candy store with an icon,
what should I do?
What choice should I make?
One strategy that very few people talked about when it comes
to CRO is making your customers love you.
I want you to think about Apple.
You may not like Apple.
And if that's the case pick Nike
or pick another loyal brand.
But most of the people out there love Apple,
they love Nike.
And these companies have created such great products,
they care about their customers so much.
It has helped improve their conversions just like Amazon.
Amazon gets more conversions
because a lot of people love their experience
and love using them.
But you aren't as big as Nike, Amazon, Apple.
So you got to keep testing and iterating
because this will tell you what's working and what's not.
And don't expect all your tests to work out and that's fine
but some of them will work out
especially if you're using quantitative
and qualitative data.
So a few things I want you to start testing is
your headlines, your call to action,
any graphic that you're using within your sales process.
And of course your copy such as your product descriptions,
your service descriptions,
anything that is text-based that you really think can affect
if people are going to buy or not from you.
If you're not sure on what to adjust in your copy,
don't worry, I'm going to end up breaking copy for you
in a checklist format and a tear down format.
Keep in mind a tear down essentially
is just the same thing as our audit.
Typically when conversion experts go out there
and they'll tell you all you need to make
this exact copy tweak.
No one knows the exact answer
and no one knows exactly what works
and that's why you need to do A/B testing
and it's super important.
So take all the best practices
with copywriting and use them.
And if you use them, you'll do well
and here are some of those best practices.
You want to show testimonials, customer reviews,
social proof, customer views are super important,
not just basic one sentence ones but the more detailed
even if they take images even better,
you want to showcase your credibility,
your new constant communication.
You want to make the process in your website
super, super simple.
You also want to use dynamic recommendations like Amazon does
especially if you're e-commerce 35% of all Amazon's revenue
comes from dynamic recommendations.
And you want to leverage email too
because email is super important.
There's also mobile devices that yet to take into account,
learn how mobile users engage with you,
it's going to be quite a bit different
than non-mobile users especially
because the screen sizes are much smaller
and if people leave your site really quickly
and they can't easily navigate from mobile devices,
you're not going to do well.
And paid speed is also super important for you
when it comes to mobile devices
even desktop as well but mobile is even more important
and you want to optimize the load speed of your website.
Users tend to leave if your site just loads too slowly,
you can go to ubersuggest.com,
put in your URL and go to the site audit report
and you can see your site speed
and how you can improve there.
I also recommend checking out loyalty perks.
This builds brand loyalty
and it keeps causing those repeat customers.
Rewards are designed to grow
as your customers spend more money.
So in other words, they spend more, reward them more.
So it keeps encouraging them
and try to personalize the perks
towards that specific audience.
As I mentioned, I have a lot of worksheets for you.
Here's one on conversion hacks.
This is an asset that I recommend checking out
at neilpatel.com/training and just go to CRO unlocked
and it's the week two lesson one.
As for a checklist, keep your changes small and manageable.
If you try to do too big, too crazy changes
when you're first starting off,
it's going to feel overwhelming
and you're going to find that very little
is going to get done.
It's going to be hard to run tests
and it's just going to take you forever.
If you need help with your CRO checkout, neilpatel.com,
you can hit on my ad agency, Neil Patel Digital
or just email us at support@neilpatel.com.
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tell other people about it.
Thank you for watching.