And by the way, like on this page, just use your affiliate links. You can make a little affiliate income off of it. And also list one of your own products, like you can throw in a link to one of your services or something like that at the end.
Okay. Just like results from this. Eric D. says it’s got them an 8X improvement over their basic homepage. There’s just lots of results. This took Brian Swichkow from 8.6% to 23% in a single day. Juan Martitegui says it’s giving him a 3X to 4X conversions against the one that he was getting before. Mindvalley.
Teramis: it’s accounting for 71% of their new list subscribers, using this kind of tip. So this kind of resource guide squeeze page really, really works. You can have this up tonight. You literally can. Just like, go to Microsoft Word, type down like five resources then go into whatever you use to create landing pages (hopefully it’s LeadPages), but go into it, and just create a headline.
The woman staring at the opt-in box comes in out of the box, but you can buy something else on iStockPhoto. So you can be up and running in a short period of time. OK, who’s going to do this? Please tell me you’re going to do this. OK, cool. Cool. Awesome.
Tip 4 – Don’t Squander Your Thank You Pages
Okay, so tip number 4. Don’t Squander Your Thank You Pages. Please, please, please, please, please, don’t do this. So here’s the path that someone takes; it’s like a miracle.
It’s like a miracle from on high that a certain set of events happen that leads to someone getting to your thank you page. So the first thing that they do is among billions of web pages on the Internet, among billions, someone finds your site. Holy crap. How lucky are you? That’s amazing. Someone’s on your website.
And then, of the people that are on your website, that don’t bounce and leave, they opt in. They think it’s interesting enough to opt in. And they enter their email address, and they’re one of the few people who opt in. Like on most sites, it’s like 2%-3%, right?
If you’re lucky, it’s like 10% because you’ve really optimized it. And then after that, you send them to a stupid thank you page, like “Hi, thank you.” OK. “Thanks for opting in, we’ll send you your thing.” That is really, really sad, and a huge waste of real estate, because someone’s on a “Yes” ladder, they’re in a pattern of saying “Yes,” they’re in a pattern of saying, “I found you, and I read your stuff, and I’m going to opt in.”
Like, they’re so compliant with you at this point, you can practically ask them to do anything and they’d do it. So what I suggest you do is have a thank you page like, here, I’ll show you mine. I have a Thank You page like this.
So after someone opts in, it says, “Thank you for signing up! Everything we promised you will be sent to your inbox shortly. While you wait for your materials to arrive, please check out our product, LeadPages.” This is simple, it took me like two minutes to set this up in LeadPages. And when they click on that, they go to my sales page. That’s it.
So this increased immediate sales by around 15%. Just like right out of the box, by adding a page that says, “Hi, thank you. OK, now go to my sales letter.” Not in like a mean way, but this is what I’m doing.
So where does this page go? It goes right after the opt-in page. Then you have a thank you page, and then the sales page. Here’s one from Jake Hower, from the Multimedia Marketing Show.
Is Jake here? No, he’s not here. OK. So he used another LeadPages template, and after someone opts in, he shows them a video and he thanks them for opting in.
Step 1: Like us on Facebook. Right, someone’s already in a pattern of compliance. You should always get someone to do the more important thing that’s your business before a less important thing. So ask someone to get on your Facebook page and like your Facebook page after they’ve opted in to your list.
Right, so they’re on your list, then ask them to like you on Facebook. If they’ve opted in to your list, the chances of them liking you on Facebook are really high.
So Step 1 do that, and Step 2 I believe this is like “Sign up to my webinar.” Right? They’re already in a pattern of compliance. There’s a little trick in sales that if you can get someone to say “Yes” three times in a row, or like two times in a row, maybe it’s three times in a row, the likelihood that they’ll say yes to the fourth thing is very high. It’s called consistency in commitment.
So if you did nothing but add a thank you page that maximized conversions for people who are already in this huge compliance pattern, that would really help you out.
Tip 5 – Repurpose Your Best Blog Content And Add It To Your Autoresponder
Who here has an autoresponder up, just like an autoresponder that people get when they opt in? OK. Keep your hands up, keep your hands up. Who has one that lasts longer than a week? Awesome. Two weeks? Three weeks? A month? A month and a half? This is awesome, James. OK, two months? OK. This is cool. This is really cool. You guys are awesome.
Ok. So, repurpose your best stuff for your autoresponder. Autoresponders work. I was on a forum the other day and someone said like, “What’s the hot new thing? Is it like webinars, or like, what is it, is it like automated webinars, or automated launches or perpetual whatever?”
And the thing that’s like really working right now is sales funnels. Just good, old-fashioned automated follow-up marketing where you’re tracking the stats and what’s going on.
So here’s what I do. So I started out, I showed you the resource guide opt-in page, right? So someone looks at the attractive woman and opts in, and then they get the free report, and then every three days after that, they’re emailed a lesson that sends them to a lesson page with repurposed blog content so, a Free Video Marketing Course Part 1 of 6.
Elements Of A Landing Page
Let’s deconstruct this landing page. And for LeadPages customers, this is in LeadPages. OK, so there’s a lot of things going on here. Out right of the box. So the first thing that’s going on is there is a progress bar. Okay? The reason why this is here is because it is part of human psychology to want to complete things that we start. So when we see an incomplete progress bar, we tend to want to finish it.
So this is a six-part course, and they go through it and every time they see, like, three days later they’re going to get Part 2 of this course, and then the progress bar will be a little bit further advanced. So that’s the first thing that’s going on is there’s a progress bar.
The second thing is it says “Part 1 of 6.” Because if you’re emailing people every three days, you want them to know that this is going to end at some point. People are much more likely to stay on your autoresponder sequence if they know that it’s part of a course that has an end date.
You can really mail people every single day if you wanted to, if they know what’s going on, if you’re like, “Here’s what’s happening. You’re in a course, it’ll last for 20 days, you’re going to get an email every single day, if you don’t want to read it right then, that’s OK, store it on your email, after 20 days you’ll be done with this. People are cool with that.
It’s when you email someone every single day and they don’t know when it’s going to end that people get upset. So the first thing that’s going on is we’re saying “Part 1 of 6.”
The second thing is we’re having a progress bar to keep that open loop going on psychologically so that people want to finish the course. Next thing that’s going on: the “Like” buttons. When someone likes this page, it shows them in Facebook as liking the opt-in page.
And the reason for that is because if someone likes page like, 3 of 6, I don’t want them sending their friends to Part 3 of 6 of the course because they’re not going to know what’s going on. I want them opting in so they can get the full course. Right, so it builds my list.
Also there’s “Comments Below.” I can’t show them all but there’s Comments Below and if someone leaves a comment, it shows them as leaving a comment on the opt-in page. Their friends end up going to the opt-in page and getting added to this course. There’s also a Buy Now button.
So if you exclude our sales page, which is where all the sales are made, this is last month’s highest-grossing web page for us.
Like this type of page that’s in our autoresponder sequence. This is all we send out in our autoresponder sequence, just links to pages like this. And so here’s how it works.
After someone opts in, they get one of these pages every three days for about six weeks. This is where the money is made, it’s been said that the fortune is in the follow-up, and that’s absolutely true and this means that you don’t just make money when there’s like a bunch of hype right?
Like you don’t just make money when there’s like a webinar and the cart is closing and “Oh my God the site’s crashed” and “Holy crap! This is the best deal ever and it’s going away” and a bunch of hand waving and sensationalistic what not.
It means you make money every single day because you’ve got a pre-programmed series of emails that go out and it’s absolutely changed our business. And, so anyway, that’s what’s happening. Someone gets opts-in, they get a report, they get a series of these things that go out.
So, how do you set one of these things up? It’s a lot easier than you might think. A lot of people freak out when they think of setting up an autoresponder sequence, they’re like “I have to create two months’ worth of content or a month’s worth of content” and then it freaks them out and they start getting a panic attack and then they don’t do it all and then they spend more time on Facebook or something.
So, here’s what to do. Every three days, create a video blog where you teach something that is 100% of value on its own, like a 100%.
So, let’s say you’re a health coach, right? So you might, every three days you create one of these videos; let’s just say we’re going to make the first video in this series. And the first video is on super foods, so at the beginning of the video, maybe like the first 75% of a five-minute video, we talk about our four favourite super foods or our three favourite super foods and why we like them.
And then, at the very end we’d say “And there’s three other super foods that are awesome and if you’re part of my coaching program, we’d create a customized diet plan to help you lose weight and have more energy and we’d turn these into recipes that work for you and that your family will enjoy,” right?
So, every few days create one of these videos where there’s tons of value and at the end, you just like casually mention something else that folks would get if they bought your thing.
Initially, email everyone on your list about these blog posts. Ok? Everyone on your list. So here let me show you this first. So initially, see on the left there?
Put it on the blog like this video lesson, put it on your blog and email your entire list. Tell everyone that’s on your list. And then, after you’ve emailed your entire list, take that same video and put it on one of these lesson pages and add it to your autoresponder follow-up. So, you’re repurposing the content because everyone who’s on your list when you published this is going to see it when you tell your entire list.
But after that, how are the new people going to find out about it? They’re going to find out about it because they’re going to be added to your autoresponder follow-up sequence. When you have a lot of these, you want to start swapping them out.
You’re going to find out that if you publish content on a regular basis and you follow this format where it’s like 80%, you know, just teaching something of value in the last half you just casually mention something extra that people get if they bought your thing.
You’ll find that after a while, some of these create a whole lot more sales than the others. And when they do, take those, put those at the beginning of your autoresponder sequence and start removing them. So, just maintain that autoresponder sequence.
By the way, when we have the same video on one of these lesson pages, it has a quadrupling of the conversion rate in terms of sales. So, when it’s on the page that’s on the right, it converts a whole lot better than when it’s on the left, so it’s like conversion optimized when it’s on one of those landing pages because there’s a big yellow button.
And also, it’s a magic buy button too. Does anybody know what a magic buy button is? We’re going to talk about those in a second. OK cool!
So, in LeadPages that’s the video lesson page for autoresponder follow-up.
Here it is, these buddies are like seduction gurus. I love the people, there are so many different kinds of people using LeadPages.
This guy used it and got a huge bump in conversions and it’s, I mean this kind of thing is just crushing, like, just almost all of our sales come from this off the autoresponder follow-up sequence.
Tip 6 – Use Two-Step Opt-In Boxes for Your Webinar Registration Pages and Your Webinars
Ok, tip number six – Use Two-Step Opt-In Boxes for Your Webinar Registration Pages and Your Webinars, and actually just anything, I recommend you use two-step opt-in processes. So what is a two-step… oh, let’s just skip all these. So, ah I hate slide builds. OK, alright. So here’s a two-step opt-in box right?
So the way this works is, on this webinar page is someone clicks on like “Claim my spot now” and then when they do, they see a box like that so they don’t immediately see the opt-in box. So there’s a million things going on,on this page. This, right now, literally, this is the highest converting webinar registration page in the industry.
Like, nobody has been able to beat it that I know of. We’ve A-B split tested this against everything. There’s so many things going on with this kind of page. We’ve literally have never seen it beat, like, Ryan Deiss was talking about how this is the highest converting opt-in page they’ve ever used in their business. It converted like 72%. It’s just killing it, it’s crushing it.
So, there’s a number of things going on here. The first is there’s a countdown timer. Countdown timers are great to have on any page. If you could find an excuse to have a countdown timer for like anything, put up a countdown timer. There’s a whole bunch of reasons why this works.
One, it creates urgency. It’s another way of conveying time right? So you can say “Oh the webinar is on the twelfth” but if you say, the webinar is happening in 3 days and 12 minutes and whatever, it just seems a lot more real, so that’s one of the things that’s going on.
Another thing that’s going on is that something is moving on the page. And when something is moving, people tend to look at it longer. And when someone looks at something longer, they stay on the page longer. And when someone stays on the page longer, they’re much more likely to opt-in, right? The longer someone can stay on a page, the more likely they are to opt-in, period.
Put a countdown, like if I had a bar, I’d have a countdown timer until happy hour. And then I’ll have a countdown timer until bar closes and then I’ll have a countdown timer until we open again. Like I would have countdown timers on everything. We’re adding countdown timers to everything we have right now. So, the countdown timer is awesome.
Another reason why this converts well is because it’s good looking. It’s just a lot better looking than the GoToMeeting registration pages, which are hideous and ugly.
It’s also mobile responsive. It also has this two-step opt-in process so if you click on “Claim my spot now” and there’s an opt-in box at the bottom, you see that.
So why is this huge? A number of reasons. The first reason is that it really brings the decision to a head. When you have an opt-in box it’s always present on a page like all the time, people can ignore it. But when they click on the button, and everyone wants to click on the button.
I’ve had upsells for $2,000 products and it’s like “You will be charged!” and everyone hits it. We had to spend, we spend an entire week just having to refund people’s orders because everyone just wanted to click the button even after they’ve checked the box, they just want to see what happens. It’s ridiculous.
So, the first thing that’s happening is that it brings the decision to a head. Someone has to decide, right? If the entire world had to make a decision about whether or not to opt-in to your list, you’d have millions of people on your list. Most people don’t opt-in to your list because they’ve never made a decision about whether or not they want to opt-in to your list.
And if you could get everyone to make a decision, one way or another, about whether or not they wanted to be on their list, your list would be a lot larger. So the first thing is it’s sort of like brings the decision to a head.
Another thing that goes on here is that it sort of creates a commitment ladder. It’s like a mini commitment ladder. Like if you can get someone to say “yes” at a small level, to saying “yes, to click that button” low level of commitment. Then the likelihood that they’re going to say to opting-in is much greater, right? If you give someone like just a tiny little thing to do, the likelihood that they’re going to do the bigger thing is much greater.
So it’s called the Yes Ladder. It’s also called behavioral inertia. They’re in a pattern of doing something and then you can get them to do the next thing. Like, I find myself sort of behaving along this pattern all the time.
The other day, I was at a swap meet, I was going to buy a shirt and I was just browsing, you know how you just ask random questions when you’re curious about buying something, and I said to someone like “Hey, do you have this T-shirt in a medium?” and he was like “Yes!” and I was like… and I just bought it because he just responded so quickly.
And so, just by doing stuff like this, you can really increase your conversion rate. We’ve seen that sort of out-of-the-box adding a two-step opt-in process, you can, in many cases, have around 30% increase in conversions just by adding this two-step thing. It’s really been phenomenal.
Other things that are going on here, there’s like a couple of other things here. The countdown timer, the two-step process… yeah, good enough. So, what I recommend that you do if you don’t have an autoresponder setup, I recommend that you have people opt-in to a webinar sort of like after that third email.
So, people get that sort of that resource guide opt-in page, then they get the list of resources, then they get an email sent out every three days that has repurposed blog content on it and you don’t have to like, you can build that autoresponder. You can build that plane as you’re flying it right?
So, you can be like “Hey, I just have one blog post to add to this,” and then like maybe three days later, you add your second one and then maybe you go on a vacation and then you come back and you do another one and you add a third one, your autoresponder sequence will build up over time. And people are totally cool with it if you’re like “Hey, this is part one out of eight” or whatever. Just let them know what they’re getting into.
So, the process so far is do one webinar every two weeks. I highly recommend you do it. Webinars are like rocket fuel to your business. Who here is doing webinars on a regular basis? Ok, I really recommend you do webinars. I’ve never seen, in terms of automated marketing, nothing I’ve seen converts as well as like those lasting pages.
In terms of event-based marketing, I’ve never seen anything convert as well as webinars. And you know, they’re not for some people, they are for others but I think it’s worth trying either way. I think you really need to do it.
When else in sort of this online environment, other than in person, do you get an hour and a half to spend with people who care what you have to say and also answer questions in a live setting? It’s absolutely phenomenal. It’s a tremendous opportunity. And you know, there’s people going around saying “Well, you know webinars are dead, webinars aren’t working.”
And thing, webinars are dead is like saying sales pages are dead. Like, it’s just one way to do stuff and it’s as effective as sort of you are but it’s an amazing experience. I don’t have time to go door-to-door selling so the next best thing is like a webinar, it’s really fantastic and it’s an experience a lot of people need. So, yeah, I mean this kind of page is just like absolutely crushing it.
I’m so, I mean just like Ryan Deiss, 72% best highest converting webinar registration page he’s ever used. Samantha Hartley, yeah they switched to this, they doubled their conversion rate. Andy Andrews 70%+ conversion rate on that template.
Tip 7 – Use Magic Buy Buttons On Your Sales Pages and Your Opt-in Pages
Okay, tip number seven for conversion rate optimization – Use Magic Buy Buttons On Your Sales Pages and Your Opt-in Pages. This is something that sort of we’ve done out of the box for all of our sales pages. And so, what a magic buy button is it means that the sort of the button underneath your video that says “Buy,” doesn’t appear until you get to the sales part of the video.
So, in most sales videos, let’s see, a 10-minute sales video, which is kind of long. Well, let’s say you have a 10-minute sales video and the first eight minutes you’re sort of introducing yourself, you’re talking about your philosophy on like on what you do.
You’re explaining sort of like your approach and how you think about things and you’re introducing the general opportunity that exists and you’re sort of like opening other people’s minds the possibility of things being different, right?
And then, let’s say like the last three minutes of a 10-minute sales video, you’re talking about your offer. You’re talking about the price, the bonuses, the guarantee, you know, what people are going to get in every single module or what they’re going to get with whatever they’re buying from you, right? And so it’s right then that you have this button appear. And so, we have seen opt-in rates double.
Don’t do this if you’re going to do a big fancy Internet marketing launch and you have like a bunch of JVs, you’re driving a bunch of JVs to the page because they’re probably going to be buying because of some like bonus that someone else is giving away and they’re already pre-sold or something like this but on like cold traffic and just like internal traffic, this is working incredibly well.
Here is what DigitalMarketerLab said about magic buy buttons: “When it comes to variables that whisper, rarely do you find one that doubles conversions, but the magic buy buttons does. When the order button isn’t visible when the prospect first arrives, your video sales page looks like regular content, not a sales page. When your video sales letter reaches its call to action, shazam! Your buy button magically appears.
But prospects have kept an open mind throughout your video.” So it creates space for people to consider your content and when you get to the call to action, then the button appears so they’re not like pre-judging it. Does everyone understand the mechanics of what I’m talking about here? Like I wish I could just display it but I didn’t know if I’d have an Internet connection.
Tip 8 – Optimize Your 404 Pages
So tip eight – Optimize Your 404 Pages. So this is something that we recently started doing and it’s been pretty phenomenal for us. There’s lots of weirdos out there that literally can’t get a link to your site right. They’re writing a blog post and they link to your page and then they just get it wrong. They’re like https://https:// weirdness.
And what happens when people arrive at your page and they don’t get the page that they’re looking for is they usually just go. So, what we did was we just, because we have a software company I can say “Hey, guys can we just add this feature to LeadPages?” So this is what people get when they get to a 404 page on our website:
“404 Error! Oops! The page you are looking for could not be found but do not leave empty handed. Snag this marketing lesson…” and then there’s that and so they can opt-in. So, we get people from our 404 pages to opt-in. So it’s like unused real estate. It’s literally a page… it’s literally landing page you didn’t know you had, right? So you can get a lot of opt-ins out of this.
Not that it’s going to change your life or anything but you should get every single, you should fill every single hole in your business where you’re sort of leaking traffic and opt-ins.
So for LeadPages customers, just go to the drop-down box and pick the thing and then select that you want a 404 page, it’s pretty cool.
Oh, and the last one. I don’t know why I didn’t think of this. The last one is add a welcome gate to your site. Like, Ezra, you were saying… What was your experience with that? (Ezra replies) OK. So, it went from 20 opt-ins a day to 65 opt-ins a day. Yeah, if it holds. OK, cool. That’s awesome!
What is a welcome gate?
So, a welcome gate is just a landing page that people see only when they go to your homepage and only when they go there the first time so it’s not obnoxious like a popup. The reason why popups according to our testing, don’t work as well as they used to is because they’re like actively keeping people from the content they want to see.
Like someone wants to see page X but they’re shown popup box Y so they just want to close it because it’s frustrating them. What a welcome gate does is it shows them a landing page that’s pretty seductive on the homepage so it’s not like when someone’s following a link in Twitter and going to like a specific article. It’s only when someone goes to your home page.
They can skip this step or they can not opt-in if they don’t want to and when they go to the homepage, they’re not going to be shown the welcome gate and people are getting just phenomenal results with them and they’re easy to set up and there’s really like no reason not to set one up. So the next thing is to add a welcome gate.