Measure, analyze, test and optimize your website to convert at a higher rate thanks to a focused sales funnel complete with attractive lead magnets. Conversion optimization isn't an option in today's online world. Awareness is great, but what do you do after you get a visitor to your site? The answer can define whether your site successful turns visitors into customers or whether they turn to your competition. Learn to step back from your website to get a better perspective of what you need to do in order to achieve the results you deserve.

1. Conversion
Optimization
Brant
Bell
@codeimprov
codeimprov.com

2. What
is
Conversion
Optimization?
Boring
Definition:
“The
method
of
creating
an
experience
for
a
website
or
landing
page
visitor
with
the
goal
of
increasing
the
percentage
of
visitors
that
convert
into
customers.”

3. What
it
really
means…
Analyze
Measure
Content,
User
Needs,
Usability,
Media
Business
Goals,
KPIs,
Benchmarking,
Analytics,
Surveys
Optimize Test
Develop
Plan,
Prioritize,
Dashboard,
Process
Landing
Pages,
Segmentation,
Remarketing,
CTA,
Navigation

4. What
is
Your
End
Goal?
• What
is
your
end
goal?
– Sales
– Clients
– Referrals
– Traffic
– Clicks
– Comments
– All
of
the
above?

5. Why
a
proper
sales
funnel
is
key…

6. Common
Conversion
Issues
• Can
get
traffic,
but
not
sales
(lack
of
products,
no
strategy,
not
offering
opt-­‐ins)
• Can
get
sales,
but
very
little
traffic
(no
social
media
presence,
word
of
mouth
referrals,
no
reach)
• Crickets
–
no
sales,
no
traffic
(lack
of
direction,
no
targeted
niche
or
audience,
confusing
messaging)

7. The
Truth
Hurts
(Step
1:
Analyze)
• Website
Audit
• Who,
what,
when,
why
and
how?
• K.I.S.S.
method
• Home
page
squint
test
• Is
your
messaging
on
target
with
your
goals?
• Check
the
analytics
–
are
your
key
pages
performing
or
underperforming
and
why?
• Make
ch-­‐ch-­‐changes!

8. FACEBOOK ADVERTISING: 7 TIPS TO FIX
COMMON MISTAKES WITH FACEBOOK ADS
Nishant Bhardwaj
8

11. ! #
$

12. %'
(
From Last
Corporate day to
a month of 5k
The 5 steps I took to make it happen.
THE FREELANCE TO
FREEDOM PROJECT
1
Presented by
5THAT YOU PROBABLY AREN’T USING
TECHNIQUES FOR
LEAD MANAGEMENT
SUCCESS
1
TOP 10 REVENUE SECRETS FROM 7 FIGURE BUSINESSES www.digitaltriggers.io
Overview
Nishant has personally spent over
$100k in Facebook ads. Testing that
many campaigns has taught him a few
cornerstones of good facebooks ads and
tactics that work again and again. He
focuses on some of the top mistakes he
sees being made with Facebook Ads.
Lack of Buyer Intent
The biggest mistake anybody makes, is
not knowing the distinction between
Fb Ads and Google Ads. With Facebook
Advertising, there’s no buyer intent.
We have to make sure to capture their
attention and hopefully drive them
towards sale. Our goal is not to sell
on Facebook. Most people make that
mistake. They try to sell on Facebook
which is not the way to do it. Your goal
should be just get the person on your
website or on your page.
Few marketers spent over hundred
thousand dollars in just Facebook Ads.
After doing all these different trackings
and testings, we know for a fact that
images and headlines are most important.
Invest In a Good Image
Images are the most important aspects of
marketing on Facebook. The image might
be too generic or not congruent with the
actual message. People are seeing the
same generic stuff over and over. They
see plenty of uninteresting stuff and they
aren’t going to click. You have to have
something that captures their attention
and is still congruent. My advice would be
invest in a good image, even if it means
hiring somebody to do the ad image or
buying the images.
WITH FACEBOOK ADVERTISING,
THERE’S NO BUYER INTENT. WE
HAVE TO MAKE SURE TO CAPTURE
THEIR ATTENTION AND HOPEFULLY
DRIVE THEM TOWARDS SALE.
Shortstack
Jon Loomer
SHORTSTACK
Lead
Magnet
Examples

13. Lead
Magnets
Can
Include:
• E-­‐book/whitepaper
• Cheatsheet
• Swipe
files
• Video
training/webinar
• Free
trials/demos/coupons
• Example
chapters/Slideshare
material
• Provide
some
sort
of
incentivized
VALUE

14. Lead
Magnets
are
Your
BFF
• Make
something
of
value
give
it
away
for
free*
• Free
=
email
address

15. Where
Do
You
Put
Lead
Magnets?
• EVERYWHERE
– Top
of
every
page
(Hello
Bar)
– Home
page
(Lead
Pages)
– Sidebar
(OptinMonster)
Bonus
areas:
-­‐
Exit
intent
placement
-­‐
Within
each
post
(at
the
bottom)
-­‐
Within
each
post
(scroll
50%
down)

16. 12

17. Testing
1,
2,
3,
4,
5,
6
• Test
everything
and
then
test
it
all
again
• Create
split
tests
(A/B
test)
• Test
lead
magnets,
headlines,
landing
pages,
Facebook
ads,
copywriting
• If
something
isn’t
working
don’t
force
it
–
change
it
up
instead.
Change
colors,
imagery,
etc
and
retest
• Remember,
testing
is
not
there
to
prove
an
idea
works,
but
to
assess
whether
it
works

18. Stir
in
Social
Media
• Showcase
your
expertise
and
provide
value
(DON’T
try
to
sell
directly
to
your
fans)
• RIP
Like
gating
• Build
anticipation:
give
testimonials
or
video
explanations
of
why
what
you’re
doing
is
important
or
beneficial
• Reminder:
People
don’t
browse
their
newsfeed
hoping
to
see
content
from
your
business

19. Visual
Sales
Funnel

20. Sales
Funnels
101
-­‐
Optimize
• Combine
your
opt-­‐ins
with
your
social
media
messaging
to
drive
traffic
to
a
landing
page
(not
checkout
page)
• Demonstrate
the
benefits
• Let
the
user
know
exactly
what
they
get
and
how
they
get
it
(hint:
make
it
as
easy
as
possible)
• It
depends
where
you’re
at
in
the
funnel…

21. Sales
Funnel
Process
• Attract
à Awareness
à Interest
• Engage
à Consideration
à Value
• Capture
à Preference
à Product
Fit
• Nurture
à Action
à Decision
• Convert
à Loyalty
à Cost
Justification
• Measure

22. 18

23. Sales
Funnels
102
• The
freebie
hook
(email
for
you,
no
risk
for
users)
• The
small
ask
(the
introductory
discount
allows
you
to
make
some
money,
low
risk
for
users)
• The
established
marketer
(bigger
ticket
items
like
training
courses
monthly
memberships
with
higher
pricing,
medium
risk
for
users)
• The
guru
(greatest
perceived
value
for
big
ticket
items
with
high
risk
for
users)

24. Funnels
Develop
Leaks
• Follow
the
natural
order
–
it
doesn’t
matter
if
your
product
is
the
best
thing
ever
if
you
sell
it
for
$497
to
people
you
don’t
know
• Establish
TRUST
by
providing
value
(remember
the
freebies
and
opt-­‐ins)
• Offer
guarantees,
BBB
and/or
VeriSign
logos
• Get
them
on
that
email
list
which
should
now
be
growing
at
a
steady
pace…

25. Email
Service
Providers
• Get
one:
-­‐
Mailchimp,
Aweber,
GetResponse,
Constant
Contact,
MadMimi
You’ll
need
it
to
carry
out
your
conversion
goals!

26. Email
Marketing
is
King
• No,
really…a
large
email
list
is
like
gold
for
online
marketers/businesses
• Email
are
prized
possessions,
10x
better
than
a
page
like
on
a
Facebook
fan
page
• Why?
• Direct
connections,
don’t
have
to
pay
to
reach
them,
audience
is
already
engaged,
email
isn’t
going
to
fold
or
be
bought
out
22

27. Autoresponders
• Still
give
the
user
what
they
expect,
but
here’s
your
opportunity
to
really
stick
out.
• Make
them
unique.
Give
an
additional
bonus
or
guarantee.
Something
they
aren’t
expecting
and
will
keep
the
email
in
their
inbox
and
not
unsubscribe.
• No
more
than
2-­‐3
emails
a
week:
latest
tips,
success
stories
and
value,
value,
value!

28. 24
Example
Autoresponder
Timeframe
Calendar

29. Drip
Email
Campaigns
• So
you
have
a
user’s
email
address?
Now
what?
• Drip
content
and
alternate
your
messaging.
Segment
your
list
based
on
those
that
have
made
purchases
and
those
that
haven’t.
• Customers
might
have
to
see
a
message
7+
times
before
making
an
eventual
purchase.
• Don’t
be
sleazy
and
don’t
give
up!
• Split
test
and
make
changes
here
also.

30. Make
Users
Feel
Appreciated
• Share
tips,
facts,
infographics,
videos
• Use
the
same
brand
voice
for
all
your
material
• What’s
the
value
of
one
sale
compared
to
that
of
a
lifetime
customer?
• Always
add
to
the
conversation
and
help
out
when
possible:
Facebook
groups,
LinkedIn
groups,
Google+
communities

31. 27
Facebook
Group
LinkedIn
Group
Google+
Communities

32. X-­‐Factors
• Social
media
activity
– Facebook
ads
and
retargeting
(Jon
Loomer)
– Blog
posts
and
expanding
your
network
(JustRetweet,
Triberr)
Website
– Choosing
the
right
look/template
(Themeforest)
– Timely
and
relevant
posts
directed
to
the
right
audience
(Buzzsumo)

33. Measurements,
Pt.
1
• Measure
every
step
of
the
process;
how
many
steps
does
it
take
to
get
users
where
you
want?
• Business
goals
–
you
can’t
manage
what
you
can’t
measure
(lead
generation,
downloads)
• KPI’s
–
don’t
put
an
emphasis
on
FB
likes!
• Distribute
surveys
• Web
analytics
–
goals,
content
pages,
referrals,
search
terms,
bounce
rate,
duration,
etc.

34. 30

35. 31

36. 32

37. 33

38. 34

39. Measurements,
Pt.
2
• Breakdown
your
funnel
analysis;
fix
leaks
• Align
keywords,
landing
pages,
calls-­‐to-­‐action
• Mining
search
data;
what
are
users
looking
for?
• Integrate
user
testing
and
analytics
(eye
tracking,
heat
maps)
• Check
email
open
rates
and
clickthroughs
• How
can
the
user
experience
improve?

40. Make
Your
Website
Engaging
• What
is
you
site
used
for
and
can
users
achieve
your
intended
goal?
• Study
pages
with
low
bounce
rates
and
examine
what
makes
the
page
so
effective.
• Lack
of
time,
resources?
Get
creative
with
automation
(Hootsuite,
Buffer)
• Take
your
time
and
do
things
the
right
way.
Build
trust,
provide
value,
repeat!

41. Questions?
Visit
codeimprov.com
for
more
social
media
tips,
Wordpress
tricks
and
graphic/web
design
tutorials.