Step 6 (pt. 1): Converting Visitors Into Buyers/Opt-ins
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Avish: Alright Fred, now that we have traffic coming to the website, all that traffic is useless if they don’t do anything. So, let’s talk now about how to convert one of those visitors into buyers or opt-ins.
Fred: Yeah, this is really important because you know, unless you spend some time. First off, the presumption here is that you’ve set up your Google analytics to make sure that you are tracking this data. Because all of your other work up to this point is going to be completely useless if you don’t have some kind of measuring tools on your site to determine whether or not people are doing what you want them to do.
Now, when we say that, we’ve got to define what it is we want them to do. There’s sort of two primary things that you might want people to do. First obviously is to buy something. So that’s the most obvious one and a lot of people will think about that. And so if your primary goal say is to get people to purchase or buy, your secondary goal might be to opt in. so in the event that the people don’t buy, you should then also have some tracking mechanisms that determine whether or not they opt in to your list, give you their email address for future contact that you send out auto responders, etc. and other kinds of correspondence to them to get them to buy something in the future. So this converting people, this step is all about converting people to become either buyers or opt ins. Is that clear?
Avish: Yeah, let me ask one follow up question. We talked about three types of websites. So when we’re talking about your primary goal, it’s pretty obvious for a sales page of primary goals buyers or a squeeze page the primary goal is opt ins, what would you say would be your primary goal for the authority site?
Fred: That’s a good question. And I mean, you know, naturally it’d be nice if our primary goal on every site was to get people to buy. But you’re right, as you just described, the sales letter site’s primary goal is to buy, the squeeze page the primary goal is to get them to opt in. On the authority site now, it really is one of those things where, I mean, if I had to choose, I’d have to say I want people to opt in. But really, I, my primary goal on the authority site is to establish me as the expert or whomever is doing this as the expert.
So I’d say the primary goal is still to get the opt in because we want to think of it in terms of a long view. And long view marketing would dictate that our primary goal in the case of the authority site would be to get them to opt in and secondarily to get them to buy. Now, if they happen to buy on their first visit to our site, the authority site, so be it. But again, our primary goal would be to get them to opt in.
Avish: Okay, so now let’s talk about some of these techniques. And you’ve broken them into two types of techniques: the primary elements that increase conversion rates and then the secondary.
Fred: Yep and that’s what we’re going to talk about in this particular audio is the primary elements and then in the next one we’ll talk about the secondary elements. And by that I mean that these, that we discuss right now in the primary elements are the ones you should probably try and work on first.
Avish: Okay, so of those elements, first up is video on the site.
Fred: Yeah, it’s starting to be shown that in most cases one of the most effective means of converting people, to either buy or opt in is with a video. Now again, we’ve talked a little bit about the video and how to do it but I would suggest that everyone have a video on their site. Now, in the event that you’ve got a face for radio, you may want to hire someone to do this. So, I mean, again, depending on what you look like and how you’re perceived by an audience, and be very honest and frank with yourself, and you know, you’ll get the best results that way. You may want to have someone else do the video for you. In most cases, that would not be the case. But for ninety…
Avish: I’d like to ask a, I’d like a follow up about that. I mean, it’s got to be pretty rare occasions where you’re so ugly or unattractive that it’d be better. And I only ask that because there are probably people who just don’t like themselves the way they sound or look on video and they might use this as an excuse, like oh well, I’m not a really good video personality so let me wait until I find someone.
Fred: Yeah, that’s a really good point. That’s probably the most important point as it relates to doing the video, which is, unless you’re the elephant man, for the most part, you’re going to want to have and do the video yourself. Because, again, you’re trying to set up a relationship with your audience based on trust and honesty and understanding.
So you want to make sure and record the video yourself unless it’s a very, very rare case. In which case then you might have someone else do it for you. Now again, if you’re trying, if you had a site that, say for example, there’s a some sites out there and one of the people who come to a boot camp was doing a site having to do with a medical condition. And Aspersers. And in the even that you wanted to set up some kind of, really create authority with your authority site it’s possible that you may hire a paid spokesperson, possibly even a celebrity to do your video. But in the vast majority of cases, people listening right now, that would not be the case.
Avish: Okay. That makes sense. And for people putting video on their site, what goes into that video?
Fred: Yeah, well what goes into that video is you getting on camera. And again, I would keep this relatively short. Probably less than two or three minutes. Probably less than three minutes, definitely. And again, if you’re goal from that video is to establish yourself as a knowledgeable expert and get people to opt in. So what you’re trying to do is have a video that convinces people that it is worth it for them to give you their name and email address in exchange for some great information that you’re going to give them. So usually, the bulk of the video consists of describing what unbelievably cool and great information they’re going to get once they give you their email address.
Avish: Okay. That makes sense. So once we’ve got the video on the site, let’s talk about the next primary element which is your headlines.
Fred: Yeah, other than the video itself, whatever you put as the headline on your site is going to be most important to getting them to take the action, which is to opt in. So, again, think carefully about this. And again, we could do, there are courses that go into massive detail about creating headlines, but all I can say is that it’s important that you have a headline that gets somebody’s attention and convinces them in this case, to watch the video, which then gets them to opt into the list. So in other words, they will probably see the headline as they start to, as they also see the video screen itself. And so that headline should make them want to press play on your video to then get them to opt in.
Avish: okay, and we spoke on an earlier audio about testing that headline, kind of setting up multi variance or split testing. So that’s why you want the analytics right, so you keep testing different headlines and get better and better.
Fred: Right, and again, what you’re going to be doing is you’re going to be doing all, over time, you’re going to be testing a lot of these primary elements. Because any time you can find a tweak that you can make that can improve your conversion rates, it’s going to be worth a lot of money to you depending on what your product price point is and other factors. So, yes, you’re going to be wanting to test everything but the headline and the video itself are two of the most important things you’re going to want to test.
Avish: Okay. So after the headline, next up is the various bullet points on your site.
Fred: Yeah, again with people who are just coming to the site and looking, they’re looking to get a quick picture of what it is you have for them. And so those bullet points are important. Major thing to remember, the bullet points that you put up there is, again, if it’s above the fold, meaning to say, they don’t have to scroll down to see it. If you can get your bullet points above the fold, three or four, very powerful bullet points, which again describe the freebie you’re going to be giving out in exchange for the opt in that you’re asking, the email address you’re asking them to give you. You then want to have three or four powerful bullet points that are filled with benefits for them in and above the fold on that site. So, those bullet points are critical as well.
Avish: Okay. Next up is sub headlines. Different from headlines, but sub headlines.
Fred: Again, this is going slightly out of order in that usually your sub head appears directly beneath your headline. And depending on your site this may or may not be part of it, but a lot of times a headline has a sub head, which is sort of further describing what the headline is about. You’re going to have to look at your site and see whether or not you have the space and whether or not conditions merit putting a subhead. But put it on there just to make sure that people understand that it is a component that can affect opt in rates.
Avish: Okay. Next up we have testimonials.
Fred: Yeah, very critical. And again, we’ve given this example before. But take a look at FredInfoBootCamp.com. FredInfoBootCamp.com has some really powerful testimonials there and everyone should have testimonials on their site. Those are amazingly important to get people to take an action. Whether it be to buy or to opt in.
Avish: And the one thing about testimonials, I’d ask in your experience, do you find that the ones that are more specific result oriented as opposed to just hey Fred was great, work better?
Fred: Yeah, that’s a good point. Also, that again, your testimonials should be as specific as possible in order to have maximum affect. Just saying something very glowing about you and your materials isn’t nearly as important as saying something very specific about the particular item you’re trying to get them to do, which is again, either to buy or to opt in.
Avish: Okay. The next up one is an interesting item and that’s pop-ups. Because I know there’s a little bit of controversy. Some people hate them, some people say never to use them. But you find pop-ups to be useful.
Fred: Yeah I think they can be. And again, if you take a look at my, even if you go to my main site, fredgleeck.com, which you’re on right now if you’re listening to this program or reading the transcript. You’re going to find that the pop-up that comes up immediately upon your entering the site takes you to my Fred Info Boot Camp site, which is one of the things in my end game, which is to get people who are listening to this program to eventually attend the boot camp. And for some of those people to attend a boot camp to end up becoming JV partners.
So it’s very, very important to have a pop-up because pop-ups seem to be very effective. Now, when people complain about pop-ups I understand your complaints because sometimes they annoy me too. But the question isn’t really whether or not they annoy you. The question is whether or not they get the results. And the answer is that in most cases they do get the results and therefore we want to use them.
Avish: Okay, that makes sense. Next up is fast load times.
Fred: Yeah, you’d be, you’d be amazed at how many people have their sites up on a server where they load, the site itself loads very quickly. This is not something, this is something that you may want to check. And again, there are, your Google analytics, I believe, right Avish, you know this, give load time don’t they? I think they do.
Avish: That’s a good question, I’m not entirely sure about that.
Fred: I think they do. But, one of the things you can do is you can check load times and there are some tools to do that that go beyond the scope of this course, but again, I would then Google how do I check my load time in Google, just to make sure that you see the various options that you have in front of you. I believe Google analytics has it, I’m not a hundred percent positive but check me on that. And again, this is something that you may want to check into on the various things that you put on your site. But if I’m not mistaken, I think that Google has this.
Avish: Okay. Great. So obviously we want a faster load time because if your site is too slow people will just give up and leave.
Fred: Yeah, exactly. So I mean, you know, it’s important that people don’t have to sit around waiting because everyone expects a site to come up quickly. And if it doesn’t, people will click away and therefore not take the action you want them to take.
Avish: Okay, makes sense. The next up is, you say the site should look good on any browser.
Fred: Yeah, one of the things that people often neglect to do is they often neglect to test the site in a variety of different browsers. Which include Firefox, Chrome, Internet Explorer, if you’re still using that, you know, Oil Things, Safari, all the different browsers, the main browsers should be checked to make sure that your site looks good. And by the way, this is one of the errors I see made by people all the time. I’ll go in because I’m a Mac guy and using Safari often times and people’s sites look really messed up and convoluted because they haven’t tested their site in all of the browsers. So this is important to do.
Avish: Okay, that makes a lot of sense.
Fred: And will affect results by the way.
Avish: Oh yeah, absolutely. Next up you say, easy to read, what do you mean by that?
Fred: well this combines your font choice and a lot of other factors. White space, etc. When you go to your site, it should be easy to read. Because again, some people are going to go to your video and watch that and make, then take their action based on the video. But other people are going to read your site and if they are reading your site, we want to make sure that it is you know, that it has enough white space, fonts are easy, there aren’t too many fonts, we’re going to talk about that a little bit later. And also that the colors are pleasing. So again, make sure that someone looking at your site just get s a feeling that this is comfortable and easy to read.
Avish: Okay, well along with the reading, you’re saying that a site should have a dual readership path.
Fred: Yeah, a dual readership path, I mean that what you should do is, in addition to the copy that you creatively create and come up with for the site, you also want to use, make sure that you’re using your headlines and sub headlines within your copy. So that people who just sort of scroll down and skim through your site, they’re generally be skimming the subheads and the headlines. So make sure that they can get an idea of exactly what it is that you’re offering from reading just those headlines and sub headlines as opposed to the actual text. Because this is a critical part of getting people to take the right action. Because some people just do a skim, they don’t do a complete read.
Avish: Okay so you want to make the headlines and stuff that pops be enough.
Fred: Yeah be enough for them that if they were to just skim just that they’d have a great idea of what it is you’re offering.
Avish: Okay. Next up is the copy should be you, y-o-u oriented.
Fred: Yeah, it should be you oriented, in other words, rather than having the copy, often times I see copy that’s very me oriented. The person writing it, their site it’s very all about them and what they’ve done etc. etc. as opposed to their person who is coming to the site, their visitor. And the more you oriented or the more visitor oriented you make the site, the better it’ll be in terms of results, in terms of conversion rates.
Avish: Okay, that makes sense. Next up is probably one of the oldest copy writing rules in the world but it still needs to be repeated everyday is, focus on benefits and not features.
Fred: yeah, a lot of times, especially people who are getting into this, that are newbies, will think that they should list everything that their product or service will do for the person just a laundry list of features. When in fact, benefits of what they will get as a result of using that free IM or free product, whatever it is that we’re trying to do, that’s critically important. So again, think in terms of, make sure that when you look at something that you write, you can ask the question, so what, and not get a big question mark back as your answer.
Avish: Okay. Next is talk to a specific individual.
Fred: Yeah, a lot of times people will write the sites and create their sites generically so that they’re talking to everyone. Think about, when you’re putting your site together, in terms of the copy the video and everything else, that you are addressing a very, very specific individual person. Don’t think about like this site is for anyone who comes, no. Think about talking to an individual and that will help you really get your site to be better at converting people as well.
Avish: Okay, next up, you suggest having a picture of you and/or your office.
Fred: Yeah, I mean in addition to the video if you want to have some pictures, make sure you have some pictures of you and/or your office somewhere on the site. I mean sometimes people do it with them and their dog or whatever. I mean, to give people an idea of who you are, that you’re a real person, and again, this is in addition to the videos that might go on your site. Just to convince people that you aren’t some hidden internet figure. That you’re a real person. Important to have some of those perhaps as well. Not mandatory but another thing that might be worth testing to see what happens to your conversion rates.
Avish: Okay, makes sense. Next up is guarantees.
Fred: yeah, no matter how great your product or service is, or even what it, you know, the opt in, you can even put an opt in for something, a guarantee, for something that is free. So, for example, again, you don’t want to make the guarantee so large and so big that it’s unbelievable. But certainly you want to go ahead and put in some guarantees because even though somebody is downloading something for free, what isn’t free is there time. So you want to guarantee them that they will get certain results. Don’t over do it, but make sure that a guarantee is in there somewhere on that site to help conversion rates.
Avish: Okay, how about customer support, what is, how does that work in the world of information marketing?
Fred: Well the customer support issue is something that is, that can be, depending on what kind of a service or product you’re doing, can be critical. So, I would at least allow people, give people some support in terms of email. You’re going to want to have some, and we’re going to talk about these later, some FAQ’s but you’re also going to. Basically what I’m saying is, you know, be, be a good guy and get back to people quickly so that they know that you’re a real person. By customer support, I just mean just make sure that you are doing what you would expect others to do with you if you got to their site. So just go ahead and think about making sure that you’re polite and timely in your responses to people.
Avish: Okay, and along those lines, do you suggest that people put a phone number on the site as well as an email address or just the email?
Fred: Yeah, well I put my phone number as well, but I use my Google voicemail number and so what I have is, this allows up to set up an address. So if you go to SeminarMarketingExpert.com, or any of my sites, if you see a number up there, it’s a Google number that I have set up that doesn’t ring directly to me. It goes via Google that allows me to then screen the calls if I want to. And again, this is a good thing to have, but yes, a phone number should be on there.
Avish: Okay, next up for conversion is don’t hold back. What are we not holding back?
Fred: Well, we’re not holding back and vital or important information until they take an action. So one of the things that people will often try to do is hold back information in hopes that that will get people to opt in or buy something. Not a good idea. Go ahead and give people all the information right up front, rather than saying to them, but if you get this then I’ll give you something else. Again, that hurts your credibility and also will hurt your sponsoring.
Avish: Okay. Explaining what lack of action will mean.
Fred: Yeah, one of the things is you want people to take an action but it’s also important to explain what not doing something will do. So it will be important some where on your site to tell people what not opting in, or what not buying this product will do and hurt them with. So again, you want to tell not only the positives about your product or your service, but you also, or opt in item, you also want to tell them what they’ll miss if they don’t get it.
Avish: Okay, next up you want to answer their questions before they ask them.
Fred: Yeah one of the things that people should make sure that they do is when putting the site together, think of all the questions that someone coming to your site who doesn’t know who you are would ask. And get other people even to contribute some of those, some of your friends to come up with those. And make sure that in your site those questions are answered. Because again, people will have questions, you just want to make sure you answer them before they even have a question, even have a chance to ask them in their own minds or out loud to you.
Avish: Okay, so you basically want to think through what they might ask, or ask your friends, people to look through your copy and see what other questions they have?
Avish: Okay, next up is using scarcity.
Fred: Yeah, scarcity means that you have a certain limited number of units available for them to get purchased or to opt in with and scarcity is one of those things that will propel people to opt in or to buy at a higher rate. So think about this. But if you use scarcity just make sure you use it realistically, number one, and number two, that you actually do it. So if you tell people you have a hundred items left don’t’ sell more than a hundred items. Now you can always sell a variation of your, of something you’re offering but If you say you have a hundred units, then sell only a hundred units. But, putting the scarcity in is one of the primary means to increase conversion rates and so scarcity should be used.
Avish: So, how can you, how can a person use scarcity for a digital downloadable product?
Fred: That is a good question. So, often times the technique that is used is to say, look, I’m making this information available for you now but frankly, we don’t really know how long I’m going to keep this information up here because this is stuff that is, and I might take it down at any time. And so, again, in the case of when you’re offering something digital for free to get people to opt in, the scarcity element might be that at any time you can discontinue this offer and just, because situations change etc. so make sure and get it now.
Avish: Okay. That makes sense. Next up you say to study your competitors.
Fred: Important in helping to increase your conversion rates because the idea that people are going to only use your site or only go to your site regarding issues related to your topic is sort of fool hearty. So you want to make sure and study what your competitor is doing and see if you can learn anything from them. Looking at some of these various elements that we’re talking about here and how they employ them on their site.
Avish: Okay, got it. Now, next up is do not use flash.
Fred: well don’t’ use flash because, again, some computers may not play flash. So you want to make sure that you’ve got, you are using various kinds of tools on your site, and also by the way when flash, a lot of times I go to sites and it says, wait site loading, and so now it takes this whole long time. and so that kind of stuff, using flash on your site, may make it pretty flashy, if you will, but it slows down people getting to the meaning of the information and can, and is in most cases is a really bad idea.
Avish: Yeah and my understanding is a Google can’t index a flash content either.
Fred: Yeah, and that certainly doesn’t help you.
Avish: Right, okay next up, you say that your first page should be the first page. What do you mean by that statement?
Fred: luckily people are doing less and less of it these days, but in a number of years back, you’d come to a site and it said, click here to get to the site. It’s like, wait a second, I already came to your site, now you’re making me click another element of some sort to actually get to your site, what’s up with that? So…
Avish: Oh, so like a splash feed, where it says click here to enter site?
Fred: Exactly. Don’t’ do that. That’s unnecessary and will hurt your conversion rates.
Avish: Okay. Next up is having multiple versions of your product.
Fred: Yeah. In other words, if you are trying to get the people to buy something, it might be a wise idea to test different versions of your products, different price points, etc. etc. so when I say multiple versions of your product, I’m just saying remember that people may respond to different approaches, and therefore it might be wise to test for conversion both different price points as well as different versions or types of your products. Sort of like version one, version two, version three, with slightly different elements.
Avish: Okay that makes sense. Next up is explaining how and why you are different.
Fred: People are going again, to be visiting a lot of different sites in the topic are that you’re trying to get them to do something with. So it’s important that you make sure and tell people how and why you’re different because when they go around to the different sites, you want them to see and you want to be pointing out to them what makes you unique. What’s different about who you are and what you do and the information you provide. That’s key and critical to increasing response rates.
Avish: Okay, makes sense. We touched upon this next one a little bit before but you say you have to use the right font.
Fred: Well, by right font, I mean a font that looks good and also, you’ll find that certain kinds of fonts tend to work better online. And those sties are usually the sans serif fonts, those without the little curly-ques at the ends of the letters. And but take a look at the sites that appeal to you. And then go ahead and see what kind of fonts they’re using. But in general, there are some sites that are very, very difficult to read and having a font that is easy to read will help conversion rates. And having a font that has, using a font that has, is not easy to read will dramatically depress response rates.
Avish: Okay, we’ve got two more on this list. One is to make sure and have a p.s.
Fred: Yeah, everybody, just like in a letter or a sales letter of any sort. A P.s. will often be one of the most read items because people will start at the top of your site and potentially scroll all the way down to the bottom. So p.s. is like a second headline. So make sure that you put a p.s. on any site that you have because if nothing else, people will see the top and the bottom of your site and the bottom of the site is where you should have the p.s.
Avish: Okay and the final one we’re going to end kind of back, similar to where we started, which is to test everything.
Fred: Absolutely. Without testing we don’t know whether or not these things work. But here is the laundry list of the primary items you should be testing to improving conversion rates on your site and those are the primary ones and now in the next section we’re going to get to those that are secondary but should also be tested.