Hey everyone.
Jason here, digital marketing consultant.
And in this conversion optimization rate guide, you're going to learn the five simple phases
of diagnosing where the weak parts are in your funnel.
So timestamp table of contents in the description, along with some deeper dive videos to help
you write and design your landing pages, as well as some copywriting formulas for the
rest of your funnel as well that I'll be referencing throughout this guide.
Here we're going to just jump right in to the five phases of your funnel and what you
should be looking at, at each phase to see if you can improve your conversion rate.
Because all it takes is one little tweak for a funnel to go from a money pit to actually
profitable and successful.
Now, before we dive into the five phases, we need to make sure that we have statistic
Stickle significance at each phase of our funnel, because we don't want to make decisions
too early.
We need at least a little bit of data before we start making decisions as to whether or
not something is working.
So taking a look at this diagram here, here are the minimum actions you need at each phase
of your funnel in order to start making decisions.
And we'll kick things off with your ad campaign or your content, because when it comes to
your sales and lead generation process, you need people to come from somewhere.
So if we're not getting any traffic to the funnel, then there's nothing to optimize.
So naturally we'll start with impressions.
Now this is going to count, or this is going to be relevant.
If you're running paid traffic or you're doing organic traffic, or organic posts.
And so what you want is at least a thousand impressions on something before you start
making decisions.
Now, when it comes to your ad campaigns, if you're not getting at least a thousand impressions,
especially if you're trying YouTube ads, these are three things you can look at to make sure
that you get to that statistical significance.
So you can actually move through the rest of this guide.
So the very first thing you want to do, I know it's self-explanatory, but just go double
check your settings.
You'd be surprised how many times that I've run into accounts, where there was just something,
one silly little tweak in the settings.
It was running on the wrong day.
It had the wrong location targeting, the started end dates weren't set up correctly.
Just little things like that, or maybe your inventory type is incorrect.
You're running on mobile, when you want it to run on desktop or you're running on search
partners, when you just wanted to run on search.
So just make sure everything is buttoned up in the setting sections, whether you're doing
Google ads or Facebook ads, and then this next one's going to apply to Google and Facebook
ads.
And that is doubling your bid, if your settings are good to go, and you're just not seeing
any impressions.
So this doesn't mean that you have to pay that double the price for all the maternity,
right?
You just want to double your bed for a couple of days to see if that is the reason you're
not getting impressions.
Because if you find that it's actually more expensive than you thought, well, now you
at least have information to make a decision, as opposed to just staring at your campaign
going, where are the impressions?
Where is everything?
Why is it not working?
So you want to make sure that you double your bed for at least a couple of days to see if
that fixes things.
Now, if you've gone through first two and it's been over a week and you're still looking
at it going, why are there no impressions on my campaign?
Well, then it's most likely going to be a targeting issue.
And this is where you are targeting too narrow of an audience on your platform, which means
you're going to have to go a little more broad.
So the best way to test this is to simply take the campaign you have duplicate it.
So you have all the same settings and then create and then switch out your audience.
So you're targeting a broader audience.
So if you're running Google ads, let's say you're running ads here on YouTube.
I see this all the time where people are targeting exact videos that they want to show up on
and then getting zero impressions and wondering why it's not working.
Well, it's because it's too small of an audience.
So what you want to do is if you're targeting one video, then ahead and try an actual in
Market or affinity audience.
And this is going to apply.
If you're doing Google display as well, if you're over on Facebook and you're not getting
any impression, then go ahead and create an audience that's at least a million people.
And then you can start working your way down from there.
And so those are two quick things you can do, whether you're doing Google or you're
doing Facebook in order to make sure you get to that a thousand impression Mark.
Now, once you finally gotten to that thousand impression mark, you're going to want to go
into your campaigns and start looking at your ad group level.
And at the ad group level, you need hundred clicks across one ad group in order to start
making decisions.
Now, if you're finding you have a thousand impressions and then one ad group has 50 clicks
and other has 10, and then the other has 30.
And one just has like five and five.
Well, then you probably need to pause some ad groups so you can get more of your budget
going towards the ad groups that seem to be getting the most clicks.
So you can get to that hundred Mark, because if you have a campaign that let's say is only
running $10 a day, but you have 12 different ad groups.
It's going to take you way too long to get a hundred clicks on one of those ad groups
and figure out what's working.
So sometimes you need to remove the number of variables that you have.
And that might mean you only have one or two ad groups running, but once you have that
a hundred clicks, inside of your ad group, you want to start looking at what targeting
is getting you the best click through rate and what ad is getting you the best click
through rate.
So here, hopefully you're split testing your ads.
So you only have one or two ads inside of each one of your ad groups.
So you can clearly see which ad seems to be performing better.
Now it's okay if you have a hundred clicks in an ad group and each one ad has 50 clicks
and the other ad has 50 clicks.
It's okay.
If there's not a hundred clicks on the individual ad, as long as there's only two of them, and
there's a 100 clicks in your ad group, you can make a decision there.
If you have a larger budget, then you can wait until you get a hundred clicks on both
places, but I'm just letting you know, it’s okay, if you have a hundred clicks on your
ad group level, and you only have 50 clicks on each one of the ads, you can go ahead and
make a decision and then move forward.
And so moving forward, the next place in your funnel that you want to look is going to be
your landing page.
Now, when it comes to whether or not your landing page is working, you want to have
at least a hundred opt-ins before you start making any changes on your landing page.
That's not a hundred people visiting your site, that's a hundred people actually entering
their name and email.
And so with your landing page, what you're going to want to do is actually do something
called a split test.
And this is where you're going to try two different headlines to see which headline
gets you the most number of opt ins.
So most landing page softwares will allow you to do this.
If your software doesn't, then you can use a free tool called Google optimize.
You can go ahead and look it up.
There are tons of free tutorials on how to use it.
And it's a free tool from Google that allows you to split test your landing pages.
So you'll have headline A and you'll have headline B and then the software will split
your traffic between the two.
And it will let you know which page gets you the higher conversion rate or higher opt in
rate on your landing page.
And that's the page that you want to go with.
And then of course you guessed it.
That becomes landing page A and then you try another B and then you just keep testing.
Now, when it comes to your headlines, there's something very important.
And that is you need to make big taps with your headlines, not small tests.
So you want headline A is over here and headline B is over here.
And what this is going to allow you to do is get much more quickly to the center, which
is the ideal headline.
And so you're going to run a hundred, you're going to get a hundred opt ins.
You're going to find one doesn't work.
And then you're going to try a different headline.
You're going to get another hundred optins, you're going to find, Oh, this one works a
little better.
And then you're going to try this one.
And you're going to keep making big changes.
And eventually you'll get to the middle, which is the ideal.
And you'll find that your improvements will be a lot bigger and greater when you have
big landing page tests, of course, big landing pages, big headline tests, getting ahead of
myself there.
So for testing your actual landing page, if you have… you've gone through a couple of
headlines, you go, Oh, I wonder what else I could do on this page to improve it.
There are two things you can do.
The first thing you can do is do a landing page audit, where you open up your landing
page and you walk through it as if you were your ideal customer.
And you go through asking the question, whether or not each part, every single element of
the landing page supports the call to action.
Is anything, have any sort of distraction whatsoever.
Now the obvious ones are irrelevant links, links anywhere other than the call to action.
Another obvious one is making sure that if you have testimonials that they actually directly
relate to your product or service, if you have an about you section, does it even need
to be there?
And so you really want to make sure that you have the minimum amount possible in order
to get someone to take the action that you want on your page.
Now, in stark contrast to this, the other thing you can do is go through and test the
length.
So if you have a really short landing page where it's much just above the fold, they
can't really scroll.
Then something you could do is try a long form landing page here, add more information.
But if you already have more information and you've gone through that audit already, then
you can go ahead and try a shorter version.
And so testing your headlines, making sure that everything on your landing page, whether
it's long or short supports the call to action and testing a long form landing page versus
a short form landing page is everything you need to know when it comes to optimizing your
landing page.
If you want to learn more about how to write headlines and how to design your landing page,
I'll link up in the description and the cards to a video and playlists that actually walks
you through how to create the perfect landing page.
So once we have our landing page, hopefully they mentioned their name and email, and now
it's time for us to send them some emails, some follow-up emails.
Now this can be a really time consuming process.
So I don't recommend starting here with any of your optimizations, mostly because of the
limitations of softwares out there.
But all you need to do here is test your headlines.
which headlines, which subject lines.
I'm still saying headlines, which subject lines for your emails, which subject lines
you get the most opens.
Now most budget, email service providers out there are actually not going to allow you
to split test your emails in an automated sequence.
So what you'll have to do is you'll have to write down all of the subject lines that you
have in a document or a spreadsheet and run them for a week or a month.
However long on average, it takes you to get a hundred people to go through your sequence
and then go into your automation, make notes of what your open rate and click through rates
are for each one of your emails, and then change out your subject lines and then let
it run for the same period of time, another week or two.
And then you need to go back and look at your notes, what your previous subject lines were,
what your stats were in terms of open rates and click through rates.
And then go ahead and look at what your new ones look like.
So you're going to have to do this manually, make some notes, and then you'll be able to
see, Oh, well, you know, email one subject.
The first subject line I had was good, but email three and four, the new subject lines
I have are better.
And then you can go ahead and keep testing.
So this is not going to be an exact process because the software is not going to make
sure it's an even split, but it's close enough that you can make it work.
Now, when it comes to your sales page, whether you're doing a written sales letter, you're
doing a webinar, you're doing a video, or you're just asking people to jump on the phone
with you so you can close them over a phone call, whatever the final sales process is,
this is the home stretch.
And this is probably going to be the last place that you can test, because it's going
to be the last place where you actually get to a hundred conversions.
And so once you have your hundred conversions, you can either start testing your shopping
cart, or you can start testing the first portion of your sales letter or video sales letter.
So if you're doing a video sales letter, you'll want to test the first 5 to 20 minutes, preferably
the first 5 to 10 minutes, because you just want to see if you're using something like
Vimeo or Wistia.
What do you need to do in those first 5 to 10 minutes to get people to actually keep
being engaged?
Because the first 5 to 10 minutes are where most people are going to drop off.
And then if you have a written based sales letter, then you're going to be testing your
headline.
And the first couple of opening paragraphs to see what gets people to actually keep watching
or keep reading.
And of course you can also use Google analytics to see the average time people spend on these
pages.
It won't be exact, but it will help give you some insights as to how your changes are affecting
how long people are staying on your sales page or your shopping cart page.
And so that doesn't for the five different phases of the funnel and what you can optimize
at each part of the funnel.
Now, a quick bonus before we go is to make sure that you are testing one variable throughout
this entire process.
So we go ahead and take a look at this diagram.
You'll see that we have multiple ads and then we have AB tests on our landing page.
Well, the problem with this approach is we're sending multiple traffic sources to one landing
page, and then we're split testing that landing page.
And there's just too many variables here.
We don't know what's working and what's not.
So what you want to do is actually have a separate… not only have a separate landing
page for each one of your traffic sources, but then rotate between split testing your
landing page and split testing your ads.
And so if you're running some split tests with your ads, you're trying to get your clicks
and impressions up.
Then go ahead and don't split test your landing page yet, just leave it there, let it be a
static variable.
And then once you have an ad and targeting combination, that's working really well.
Well, then stop testing over here and then start AB testing your landing page and go
back and forth between your AB tests.
Otherwise you're testing two variables here and you're testing multiple variables over
here and you don't really know which combination is actually working.
And so you could wind up having this ad and this landing page actually work really well
together.
But because you have so many different variables and options going through, you might actually
wind up making the wrong decision.
So thank you so much for watching, sincerely hope you got some value out of this video,
and most importantly, you know what to look for and what to start testing with your own
sales process.
Make sure you check out the linked up videos in the description to how to use Google analytics,
along with some deeper dives on how to optimize your landing page.
I'll also link up to a YouTube ads beginner tutorial, if you're still trying to figure
out what traffic source to use, because YouTube ads is great for beginners.
So go and hit that like button, subscribe for more deep dive marketing videos, just
like this one.
And until the next, keep building the business you love.