1. The 10-second rule
Alright, the first one is the 10-second rule. So when someone first gets to your website, they’re not making a “Will I buy?” decision. They’re making a “Will I stay?” or “Will I go?” decision. OK? And the 10-second rule’s probably realistically closer to five seconds these days, with the way our attention span is.
In this example, up there where it says The Retail Solution, so that’s the name of the business, and straight underneath the logo, we’ve got a positioning statement of Retail Consulting and Training. So it’s really, really quickly and easily communicating what it is. So think about with your logo, do you explain quickly underneath it or right beside it who you are and what you do?
If you’re a Microsoft or a Google or whatever, it’s not relevant but for an SMB, you know, an average small to medium business, it really, really does help. And then you can see also on this slider here, it’s got this main message of Delivering higher sales and profits for retailers through leading edge consulting and training. So it’s very, very obvious that they do consulting and training for retail type organizations. So that’s the 10-second rule.
2. Primary course of action
The second one is the primary course of action. So this isn’t just about on your homepage, this is talking about your homepage, but really every single content page of your site as well. You’ve got to think about, what is the primary course of action that I want them to take on that page? And also what is the secondary, if there is a secondary?
So in this example, where the Play Video button is, it says, Start here. See the benefits of Mind Matters for your loved ones’ brains. Because these guys, they sell a really complicated service where they effectively analyze what’s going on with your brain and then use neuroscience to help you. So it’s really, really complicated. But if you watch the one or two minute explainer video, you’d sort of get it like that.
And then down where those, what I call junction boxes are, across the bottom, because your home page is really more like a roundabout, people aren’t going there to hang out on your homepage, they’re going there to solve a problem, will find something that they want. So that’s why I think of the homepage a bit like a roundabout. Do you want to go there, there, or there.
So junction boxes are great. And in that one we’ve been sort of a bit cheeky and we actually say, Step 2: See the most common mind and brain problems we can effectively treat. And if they clicked on that, it would go off to a page that says, like, Asperger’s or ADHD, that sort of thing. And when they click on the ADHD page, it will then be a page all about people with ADHD and how to overcome it. So it’s very, very relevant. You don’t want to talk in general terms.
Here’s our Bodytrim weight loss brand we’ve all worked with for several years now. And a lot of the traffic is coming from TV. And they’ve seen the free trial thing on TV. You know we want to do the “start my free trial now.” So we’ve got that in green, that’s very, very obvious.
That’s obviously the primary course of action. But we also knew that not everyone turning up there was ready to buy straight away, was ready to take action. So that’s why we’ve put a secondary action there of “learn more.” Does that make sense? All right. Worth really really well then.
3. Junction boxes
OK number 3. We’ve spoken a little bit about this already, which is junction boxes. I think Ezra was talking about this with like Wizardification of your sales process. And we’ve just been calling it junction boxes and nested junction boxes.
Who here would say they were turf experts? So not a lot of turf experts, right? But you could all be turf customers at some stage, if that makes sense. Let’s say you buy a new house, etc. So this is actually on this side, which turf is right for me?
That junction box is actually the most clicked button on the site. And the reason why is because people really don’t know what turf is right for them. So they click on that and then it takes them off to another sub-junction box page of Which turf is right for me?
Do you have a lot of shade with your lawn? Is it going to get a lot of play at home? Are you selling your house? Have you got grass allergies? That sort of things.
So you can see how it’s taking you to the process. If you now chose shade because you have a lot of shade, then it would take you to a page that’s all about what are your options within shade. So think about this within your business, have you got a complicated sales process and should it really be broken down into junction boxes to help them choose the right one?
Because what happened here is instead of this business people ringing up all the time saying, “I don’t know what turf’s right for me,” people will ring up and say, “I need Sir Walter turf because I’ve got a lot of shade and the kids are playing on it a lot.” Does that make sense? So your buyer is already coming to you a lot more educated.
And here where you’ve got multiple options. You set the rules. So the Sir Walter turf is a preferred product that they want to sell and they make the best margins on it so we put it at the top. You want to look after the maths.
And then it goes off to a page that’s all about that product and obviously you will have the call to action off to the right as well. So all these is building into the next phase of there, where we show you the 80/20 of how you’re going to double your businesses. OK.
4. Lead magnets
So then the fourth thing is a lead magnet on every page. And traditionally, as Internet marketers, digital marketers were taught the lead magnet has to be the free book, the free report or whatever. But from our testing through the agency, what we found was the most effective for most businesses, except for maybe just a few info marketers, was just the online inquiry, name, email, mobile, how can we help?
Just adding that one box to many businesses really doubled the leads that were coming through from the existing traffic without even ramping up any traffic. Because we always want to focus on getting our conversion up first, and then scaling our traffic. The reason why is because every time we can double the conversion of the site, we’re effectively halving the cost per lead. Does that make sense?
Well there’s a lot of people I meet. They’re really really focused on we need more traffic, we need more traffic. Yeah, we agree. But let’s do that next. Let’s get the on-site conversion stuff really, really cranking first.
And from an eye track, if I go back to there, from an eye tracking studies point of view, we know already how their eyes are going to work. So they’re going to start up the top left, and then they’re going to go across. So that’s why we want these over here so that they’re going to see that inquiry form. And we know that when they get to the bottom, we need to tell them what to do.
So that’s why we always put this like “your next steps” at the bottom of the page. And this just really makes all our Adwords campaigns, all our Facebook campaigns, everything is just more effective ‘cause we’re telling them exactly what to do. And often it will just anchor back up to that form that was at the top, if that makes sense.