Test and Optimize to Soar Conversion Rates w/ Chris Dayley | #066

It feels like you’ve tried everything under the marketing moon to
get your website and landing page visitors to take action. 
So why aren’t they? Is it the color of your call to action
button? Your headline? The video you swore was shot on a good
hair day? Maybe. Could be all or none of the above. So, to find
true conversion rate success, you must test.


 


If you've got a website or landing page and wonder why it's not
converting like it should, you need conversion rate optimization.
In this episode, ‘Convert-Like-Crazy’ Chris Dayley from
Disruptive Advertising walks you through a 6-step process you can
use to not only skyrocket your conversions but make you a better
marketer.


 


Marketing acronyms refresher course:


Conversion Rate Optimization (CRO)


Top of Funnel (TOFu)


Call to action (CTA)


 
Episode Discussions:

Ideas for top of the funnel offers

The mistake to avoid when building out your customer avatar

How to use and test value propositions on your landing page

Optimizing the most important part of a call to action

The 3 second landing page principle

How to approach conversation rate optimization strategically

Six landing page elements to test for max optimization

Testing content with the Existence Test

What page elements to consider altering for A/B testing

The main factor visitors use to determine whether or not
they’ll stay

A 5 second test that helps reveal whether or not your CTA is
effective

The results of a Social Media Examiner button test and what
phrase converted best

Why you could get burned copying your competitors



 


2:15
Chris’s story

Got start in digital marketing as an in-house SEO

Couldn't figure out why organic traffic wasn't converting but
discovered conversion rate optimization (CRO) and successfully
increased conversion rates

Fascinated with the psychology of testing to understand
customer desires

Started own CRO agency 3 1/2 years ago and merged with
Disruptive Advertising 1 1/2 years ago



 


4:36


“The biggest mistake companies make is running random tests
without a business question associated with it. “


6:08
Being strategic about funnels:

Come up with a relevant TOFu offer - low barrier to entry.

What might interest someone who’s not ready to become a
customer yet? (Most likely seeking education during the
Awareness stage)





8:34
Basic funnel overview Build out a customer profile - identify
what type of education interests them Create a landing page that
facilitates that kind of content Start testing on your landing page
and ad

 


9:10
Dialing in your customer avatar

One of the dangers of building out a customer avatar is
thinking you know everything about your target market.



"At that point, you still don't know what is going to convert
that person. You might know what they're looking for but you
don't know exactly how to address that pain point."


Start testing to figure out how to really address their pain
points and build value for them.

Make sure to approach any kind of advertising with a testing
strategy in mind so you give yourself room to continue learning
about them.



 


11:31
Approaching CRO strategically

Influencing factors: target audience, industry, and offer


For lead generation, ad copy is more important than images

First focus on messaging and CTA

Start with your best guess as to what will influence the
audience the most and work your way through.



 


13:09
Six landing page elements to test and optimize:

‘Conversion motivators:’
Value proposition - what you're offering and how you
communicate that CTA - What you want people to do Content

 


‘Resistance factors:’
Diversions - anything that distracts attention from your CTA or
value prop Anxiety - when someone feels like the effort to convert
is greater than the value they're getting. Responsiveness of your
page

 


17:37
Using value propositions

What are you offering and why should your audience care?


Website/landing page visitors decide within 3 seconds whether
or not they're interested in learning more about the offer.

The goal of the value prop is to give visitors enough
motivation to take action.



 


What value proposition should you have at the top of your page?


Should they be pain points? Features? A combination of both?

Test 2 or 3 well-communicated value props that will pull them
in.



 


20:28
Testing headlines

The headline is usually the first thing people read on the page
and determines whether or not they'll stay. Try:


A description of what the page is (helps audience draw
context)

A value prop

The CTA



 


21:27
Optimizing your CTA

The 2 things visitors should understand within the first 3
seconds:
What you're offering How to get it

Must be immediately identifiable, transparent, clear and
straightforward.

Use color contrast to make it stand out



Be descriptive in telling people exactly what to do

The button should tell them what to expect

Test different phrases in the CTA and tailor it to your
market



 


24:16


Social Media Examiner button test and what converted best.


 


25:34
Why you shouldn’t copy your competitors: They might not have
tested it themselves. Their audience might be different than yours.
They might've gotten it from other competitors.

 


26:16


"There's a time to be creative in your marketing and a time to
make things flashy, and nice and pretty. And then there's a time
to just be crystal clear."


26:38
Testing content with Chris’s ‘Existence Test’

What content is beneficial where?


Create variations or alternate versions for sections of
content (text, video, images, etc.)

Ideas: Remove About Us section or try a different number
of value propositions





"If you remove something and conversion rates go down, you now
know for sure that section of content is important."


 
Mentioned in this episode:

A/B testing starter guide - Get the tools and strategies to run
effective A/B tests


Leadpages  - Adam uses Leadpages for the majority of his
campaigns as well as his clients!


 


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