Hey everyone!
Jason here.
Digital marketing consultant and in this conversion optimization tutorial and guide, you're going
to learn how to use the proven ADA framework to optimize every page on your website.
Now, the key to success here is making sure that while you do want to apply this framework
to everything that you do on your website to make it a lean mean conversion machine,
you choose one page to start with, because it's very easy to try and apply all of these
tools that you're about to learn, across your entire site, but you want to start with one.
So timestamp table of contents in the description along with some other helpful videos that
take a deeper dive on how to actually write and put together your landing pages, as well
as run optimized traffic campaigns.
So let's go ahead jump right in.
The key to success here, with conversion optimization before we get into the ADA framework is specificity.
So what you want to make sure that every page on your site, has one action.
And that is one specific goal or one specific action, you want your ideal visitors to take.
So your goal is to have them take that one action and the foundation of any conversion
optimization rate process, starts with these two questions.
“Who is it for?”
And “What do you want them to do?”
It really is that simple.
Once you can answer those two questions for a specific page that you're looking at, you're
ready to apply the ADA framework and really start optimizing for conversions.
Now, of course, this is important, because you need to know what you're optimizing for,
you need to know what action you're optimizing for.
And a quick tip before we get into the framework, make sure that your page speed is good to
go.
So this is a free tool that you can go to.
It will not only tell you how fast your page is loading, but it will also give you some
insights on how to improve your page load speed.
Something like 1 to 2 percent conversion rate is lost for every additional second, it takes
for your page to load.
So page speeds very important.
The quickest thing you can do is compress all of your images.
You can just google search for a free image compressor and that will dramatically increase
your page speed.
Okay, with all that technical stuff out of the way, you've answered those two questions.
Let's go ahead and dive straight into this framework.
So ADA stands for attention interest desire and action.
So we'll go through what each one of these are and then we'll actually go through to
live case studies, so you can see how a page can actually be formatted to have all of these
elements to maximize your chances of conversion success.
So let's go ahead and start with attention.
This is going to be the top of your page.
So this is everything above the fold.
Meaning, before someone has to scroll, this is can include your headline, your sub headline,
your bullet points, maybe even a testimonial or a call and a call to action.
But we'll get more into that when we look at the examples.
So all you need to do with this first part of your page irrespective of what you're trying
to do on this page is grab that ideal customers attention by clearly stating and communicating
the product, service or lead magnet being offered and making it very clear, that your
ideal customer prospect is in the right place.
So once you've grabbed that attention, you want to start to build interest, which is
going to be the second part of the ADA framework.
And with interest, all you need to do here is in the simplest least complex way possible,
communicate the benefits of the offer or demonstrate it using imagery.
We'll go through an example that does a great job of using imagery to build interest around
the offer that's being made on the page.
Your interest elements should communicate how your free or paid offer is going to save
your ideal customer time and/or money, and how easy it is to get started.
Now, number three is going to move on to desire.
So we grab their attention, we've built some interest and curiosity, so now it's time to
build on what your page is already done and bring in some desire elements.
And the best way to do this is with social proof.
So this is where you're going to have media logos, you're going to have testimonials,
reviews and trust seals.
So if this is a sales page, then you want to make sure you have trust seals like 256
bit encryption or 128 whatever your shopping cart, however your shopping cart is encrypted
the credit card logos that you accept, because that's all going to build trust and credibility
with your ideal customers.
Now, the final one number four is going to be action.
And this is where you are just clearly stating what you want the page visitor to do.
And so it's very important with conversion rate optimization, that you only have one
action, because it's so easy for people to get distracted.
It's so easy for people to get confused.
So make sure every single page that you're optimizing for conversions has just one call
to action.
You can make that call to action several times, but make sure you're only asking for one thing
throughout your entire page.
So enough with the pie in the sky framework stuff.
Let's go ahead jump right into this first example from the stock market investing niche
from a influencer named Jason Bohn.
So, I’ll go through the top of his page, which is the attention section, because he
has all the elements in here.
And then we'll go through some of the other parts of his landing page to show you how
he's using this framework.
And I really like this example, because it really does include all of the elements.
So you'll see here these are all part of grabbing attention.
We have the headline, that grabs attention and clearly states a benefit or result that
the ideal customer or lead is going to get as a result of taking the action.
The sub-headline communicates what the offer is.
So it's very clear, this isn't going to be some sort of software, it's not going to be
a pdf guide, it is a video training.
It's a master class.
And then we have a clear call to action, which you need to have above the fold, when you're
optimizing for conversions.
And then also I just making a quick note here he does have some legal disclaimer text.
So whatever your niche or industry you might need that this is not legal advice by any
means just make sure that you're in line with whatever advertising platform, you are running
traffic with and you've checked with your legal counsel, that you have everything you
need on your landing pages, on pages across your site to be copacetic.
Please, please don't copy other people's terms of service or disclaimers.
That's copyright infringement.
So let's go ahead let's scroll down the page a little bit.
Next he's going to build some interest by going through some quick bullet points clearly
stating the benefits of this training, and then he goes straight into a whole lot of
desire.
He has a lot of desire here.
So he has some reviews, he has some testimonials.
And he has a bunch of logos from media publications that he's been featured in.
And so here he's building a tremendous amount of credibility and he's creating desire by
showing that other people have found value in what he's offering.
Now, he's actually gone a step further, this is one of the few pages where I see it, where
he actually has a third-party reviews from a third-party review site.
And so really here what you want to do is make sure, that you are giving your ideal
customer the information they need to make an informed decision, because you much rather
have them reading your reviews and testimonials here then suddenly going to some other site
to try and read.
And make sure if you your product or your service is actually legitimate or not.
And then finally at the bottom of the page, he has another clear call-to-action.
So we have two calls to action on this page, but they're for the exact same thing.
He's not making another offer.
He's restating again, sign up for the master class and then he has some more media endorsements.
So he has a lot of desire on this page, which when we're talking about money is very, very
important.
He probably recognizes that people are pretty protective of their hard-earned cash.
So he really wants to show that he's not going to be teaching people something that hasn't
already worked for others.
So this next example is a completely different niche in industry.
And this is going to be the personal development niche and this is from MindValley and life
book.
So if we jump straight on in to what happens above the fold, again you can see all of the
elements of grabbing attention.
The headline makes it very clear, what the big benefit and result of the offer being
made is.
The sub headline clearly states what the offer is.
It's a personalized game plan for living your ultimate life.
Then register for the master class.
And again, they have some legal disclaimer text.
Now moving on a little further down the page, we can see that they're building interest.
They actually have a video that builds rapport.
And actually, creates some authority by touring their very nice house.
Then we move on to the bullet points, which clearly state the benefits of the 90-minute
master class, just building on the interest that clearly states the benefits of the master
class.
And then finally we have some imagery here of what life could look like as a result of
going through the training and applying the offer the personalized plan.
So then moving down the page a little bit, we're going to skip a couple sections, because
there's a lot of interest and design are kind of mixed into one here.
And we'll go down to the actual testimonials that they have or endorsements from other
industry experts.
So this is something where they're not actually using testimonials or reviews from people
who've gone through the master class.
Instead, they found other experts from other fields that their ideal customers would recognize
other MindValley teachers, who are endorsing and saying, “Hey, this is a really, really
great thing and this is what it's done for me”.
So that's how they're building desire here.
And then finally, at the bottom, we have another clear call-to-action again for the exact same
offer.
It's another call to action.
So we have two on this page again, but it's not asking for offering something different,
it's the exact same offer that was made at the top of the page.
Now it's probably going to take you some time to decide what page or pages to look at and
apply this framework.
It's going to be a lot of image compressing, page be testing and then of course a some
copywriting and landing page design.
There are a lot of landing pages out there.
So as long as you stick to this framework, you'll actually be able to easily see what
your competitors are doing and understand how they're using these framework elements
to get their customers and of course you can draw inspiration definitely not saying copy,
but draw inspiration to create your own website pages.
And this of course doesn't apply just to landing pages, this applies to any page on your site
where you are looking for someone to take a specific action to optimize for conversions.
Now, the next step, once you've done all that hard work, we're not over.
It's actually just getting started.
So that's really just the foundation and your first initial pass across your website.
So what you want to do now is, do something called “Split testing”.
And this is where you're going to choose one of these elements to test.
Now, normally you're going to start by testing your headline.
So whether you're looking at ads, whether you're looking at your landing pages or your
squeeze pages or any page, you're going to want to start by testing the headline.
And then moving your way down, the other elements of attention, because attention is really
where you want to spend 90% of your time optimizing your conversions.
Now running a split test or AB split, is very, very simple.
There's free software you can use like google optimized, or your landing page builder should
have this feature built in.
And all this is you create version a where you've all the work you've already done and
then you change that one element, the headline most likely to start.
And then you split the traffic coming to it.
You see which one gets you the results, that's you're looking for.
So it's just an AB split test.
So let's say you have number A which is your control and then B which is the new one.
And you get more conversions on B. Okay, great!
Now, this might take a week, it might take a month, it just depends on how much traffic
you have.
We'll get to statistical significance at the end, in step number five.
So in this particular example, let's say B worked.
Okay, great!
That means, we're going to now turn off number A and B becomes A and then we run another
test.
And so this is where conversion optimization really just becomes a lifelong
pursuit, because what's going to wind up happening is, you're going to want to make really big
headline test.
So you're gonna have headline A over here and headline B over here, and then you're
going to keep testing different versions and eventually, you're going to find that perfect
combination that's giving you something like a forty or fifty percent conversion rate.
I think that's something very, very crazy to strive for.
If you're getting a conversion rate between twenty and thirty percent, you are definitely
good to go and you're on the right track.
Anything below that and you either have untargeted traffic or something's not working correctly
on your landing page.
Of course, these metrics are gonna be different depending upon different parts of your funnel.
Although, I’m jumping ahead of myself.
So now, let's talk about paid traffic.
So you're hopefully running some tests.
You're trying version a, you're trying version b, and then you're just trying different elements
on your page, but something that's very important with landing pages is you only test one variable.
So this is where the paid traffic problem comes in, because inside of your paid traffic
campaigns, you're probably testing multiple different headlines and targeting, and then
you're probably testing your landing page.
Well, the problem with that is, you're now testing two variables.
So if you're having multiple traffic sources, you actually don't want to optimize your page
yet.
You want to go through the ADA framework, you want to make sure that your page speed
is very, very fast.
Fast as you can get it.
And then work on testing your ads.
And so that's where conversion optimization is actually going to start.
And then once you know ads are working with this particular version, then what you want
to do is break out that version and create A version for each one of your traffic sources.
So Facebook gets its own landing page, Google gets its own landing page, YouTube gets its
own landing page.
Whatever sources you're using even if you're not doing paid traffic, you're just driving
traffic from a blog to a landing page, you definitely want to make sure that all of your
traffic sources eventually have a separate landing page.
And then once you're done with your split testing inside of your ads, let's say you
find an ad that's really working with landing page version a.
Okay, awesome.
Then your diagram goes from looking like this to looking like this, where your AB split
testing all of your different landing pages.
Now, you definitely want to work up to this, because there are a lot of moving parts.
Software's gonna break, there's gonna be some headaches, but google optimized will definitely
help you with that AB split testing.
And making sure that you don't go too crazy pulling your hair out trying to see which
traffic source is driving to which landing page and which landing pages is being the
most successful.
So this can get a little complex and it can be tech heavy especially if you're trying
to do all of this on WordPress.
So that's why I highly recommend just starting with the one landing page or the one page
with all of your traffic sources and just focus on improving what's going on in your
traffic organically or your ad account and then move on to being more advanced by split
testing by different traffic sources.
Now when it comes to running traffic and when it comes to having people go through all of
your pages, you need to reach something called “Statistical significance”.
And what statistical significance is is making sure that you get enough actions on a page
or in your ad account, before you make a decision.
After all, if you have five people come to your website and not do the action you want,
it probably doesn't mean you need to change anything, right?
That's way too few people to make a decision.
So here's a quick rundown of what you should look for in terms of minimal actions at every
step of your process, whether it's your landing page, your ads, your sales page or even your
shopping cart.
So go ahead and take a look at this diagram.
We'll start with your ads.
You want to have at least a hundred impressions or 100 clicks, before you start saying an
ad or targeting group doesn't work.
Then moving on to your landing page, you want to make sure you have a hundred opt-ins before
you start saying something does or does not work.
Now, a little asterisk here, is if you have a very limited amount of traffic or your ad
budget is small, then go ahead and change this hundred opt-ins to a hundred page visitors.
So visitors to your landing page, it's okay if you're making decisions based upon 100
visits instead of the ideal which is a hundred opt-ins.
Now after your landing page conversion optimization really gets difficult depending upon the software
that you're using.
So when it comes to sending emails, having people go to your sales page or your shopping
cart or membership site, you're going to want to have at least a hundred actions on those
pages.
Now ideally, you'd want to have a hundred people open your emails, before you change
your subject line.
You'd want to have a hundred people go through your sales page or actually purchase on your
checkout.
I realize that that's probably not reasonable especially, if you're doing this for the first
time or you don't already have traffic coming through your site or sales funnel.
So instead of looking for those hundred actions, you can just look for at least sending a hundred.
So sending a hundred emails before you change your subject lines having at least a hundred
or 200 people hit your sales page before you start messing with it, and of course having
at least 100 or 200 people hit your shopping cart, before you start changing things on
the shopping cart.
So that does it for the entire process of getting up and running with your conversion
optimization for your site.
Again, you can apply the ADA framework, split-testing, making sure that you're hitting statistical
significance those three things with any page on your site.
And of course, make sure you are very, very careful with your split testing if you're
running paid traffic.
And this all comes down to those two questions, who's the page for and what do you want them
to do when they've hit that page.
So thank you so much for watching.
Sincerely hope you got some value out of this video and you feel much more confident in
optimizing your website's conversion.
So go ahead and hit that like button subscribe for more deep dive marketing tutorials just
like this one.
And in the description, there are a full-blown tutorials on how to build your landing pages,
even writing your landing page copy as well as putting together your entire funnel.
So until the next, keep building the business you love.