Podcasts about google optimize

Send us a textCRO veteran Dylan Ander (Founder, heatmap.com) joins Jordan to spill the never-before-shared story of how he landed heatmap.com by acquiring an entire C-Corp—and why the name matters for brand authority, SEO, and inbound. We break down why GA4 falls short for eCommerce, how definitions (sessions, idle windows, engagement) skew your numbers vs Shopify, and what to use when you need buyer-truth, not vanity metrics.Dylan unveils element-level revenue analytics—Revenue per Click (RPC) and Revenue per Session (RPS)—plus the coming Revenue per View (RPV), so you can prioritize changes that actually increase cash, not just clicks. We dig into pixel-level behavior tracking (no cookies, no PII), AI insights that call out underperforming elements (e.g., a specific FAQ item), and how to catch bugs and bot traffic before they burn revenue.We also get tactical on replacing Google Optimize, the realities of SaaS pricing (and why “McDonald's pricing” works), and the rise of social search (TikTok as a top search engine) shaping product discovery more than LLM/Chat. If you own a P&L for a DTC brand—or you're the CRO/performance lead—this episode will make you money.What you'll learn→ How Dylan cold-outreaches to acquire companies & premium domains (the “urgent, must speak to founder” play)→ Why GA4 under-/over-reports vs Shopify—and how definitions (idle windows, engagement) distort truth→ The RPC/RPS (and coming RPV) metrics that finally connect elements → revenue→ Pixel-level behavior tracking (no cookies/PII) + AI insights that tell you exactly what to change→ Social search optimization (TikTok search often beats LLM/Chat for product discovery)→ Replacing Google Optimize and building reliable A/B workflows in 2025→ The real cost drivers behind SaaS pricing—and how to price without burning trust→ Bot/junk filtering and defining a “session” that reflects buyers, not noiseWho this is for→ DTC/eCommerce founders & growth leaders→ CROs, performance marketers, and Shopify teams→ SaaS operators curious about pricing, PLG, and analytics positioningTimestamp:00:00 Intro & why this convo matters for DTC02:00 The C-Corp acquisition story behind heatmap.com06:30 Exact-match domains, SEO, and the inbound engine09:20 GA4 vs Shopify: definitions that change your numbers16:30 RIP Google Optimize: reliable A/B testing in 202518:50 Element-level revenue: RPC, RPS (and RPV coming)22:30 Pixel-level tracking & AI insights (no cookies/PII)26:15 Catching bugs + filtering bots/junk traffic28:40 Social search: TikTok as a top product discovery engine31:20 SaaS pricing & the “McDonald's” strategy36:40 Who should use revenue-based heatmaps (and why)44:30 Contrarian analytics takes you need to hear55:10 Personal: life, music, and loving the gameGuestDylan Ander — Founder, heatmap.com (revenue-based heatmaps, funnels, analytics for ecom). Mentions his upcoming book, Billion Dollar Websites.

Adam is the founder and CTO of Intelligems, a profit optimization engine for ecommerce brands. He and Drew Marconi started Intelligems 3 years ago after spending 4 years building dynamic pricing in the ride sharing industry in order to bring that level of sophistication around pricing and economics to DTC ecommerce. Intelligems today enables brands to A/B test content, pages, discounts, shipping fees, and prices on their storefronts. It also enable brands to build tailored experiences and personalizations informed by the learnings of those tests.In This Conversation We Discuss: [01:12] Intro[02:04] Transitioning from ridesharing to Ecommerce[03:09] Testing product prices for big impact[04:41] Benefiting from Google's unexpected move[05:44] Gaining traction with early adopters[06:44] Clarifying CRO basics and misconceptions[08:04] Balancing conversion rate and AOV[10:04] Adopting a testing mindset[11:56] Exploring test win rates and client mindset[13:45] Iterating quickly after test failures[14:36] Trusting data over intuition[15:55] Embracing non-winning test results[16:33] Assessing business lifecycle impact[17:10] Balancing orders with profit margins[19:18] Understanding statistical significance basics[21:04] Evaluating probabilities in test outcomes[22:23] Considering risks in statistical test outcomes[23:16] Moving on when tests reach clear results[24:52] Balancing creativity and analytics in a CRO[25:44] Psychological insights to optimize conversions[27:24] Leveraging psychology in Ecommerce strategies[28:18] Consumer behavior with key readings[29:04] Testing price strategies for bigger impact[30:24] Integrating brand education into conversion tactics[31:50] Optimizing landing pages for high traffic[33:20] Prioritizing first impressions on landing pages[34:06] Running advanced tests with IntelligemsResources:Subscribe to Honest Ecommerce on YoutubePrice A/B testing for Ecommerce intelligems.io/Follow Adam Kitain linkedin.com/in/adamkitain/If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Adam is the founder and CTO of Intelligems, a profit optimization engine for ecommerce brands. He and Drew Marconi started Intelligems 3 years ago after spending 4 years building dynamic pricing in the ride sharing industry in order to bring that level of sophistication around pricing and economics to DTC ecommerce. Intelligems today enables brands to A/B test content, pages, discounts, shipping fees, and prices on their storefronts. It also enable brands to build tailored experiences and personalizations informed by the learnings of those tests.In This Conversation We Discuss: [01:12] Intro[02:04] Transitioning from ridesharing to Ecommerce[03:09] Testing product prices for big impact[04:41] Benefiting from Google's unexpected move[05:44] Gaining traction with early adopters[06:44] Clarifying CRO basics and misconceptions[08:04] Balancing conversion rate and AOV[10:04] Adopting a testing mindset[11:56] Exploring test win rates and client mindset[13:45] Iterating quickly after test failures[14:36] Trusting data over intuition[15:55] Embracing non-winning test results[16:33] Assessing business lifecycle impact[17:10] Balancing orders with profit margins[19:18] Understanding statistical significance basics[21:04] Evaluating probabilities in test outcomes[22:23] Considering risks in statistical test outcomes[23:16] Moving on when tests reach clear results[24:52] Balancing creativity and analytics in a CRO[25:44] Psychological insights to optimize conversions[27:24] Leveraging psychology in Ecommerce strategies[28:18] Consumer behavior with key readings[29:04] Testing price strategies for bigger impact[30:24] Integrating brand education into conversion tactics[31:50] Optimizing landing pages for high traffic[33:20] Prioritizing first impressions on landing pages[34:06] Running advanced tests with IntelligemsResources:Subscribe to Honest Ecommerce on YoutubePrice A/B testing for Ecommerce intelligems.io/Follow Adam Kitain linkedin.com/in/adamkitain/If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Google is constantly changing. In just the last year, digital leaders have seen the sunset of Google Optimize, a transition from Universal Analytics to GA4, and countless algorithm changes. Now, we're bracing for Google's latest wave of updates to payments and AI implementation.If you're involved in digital marketing, own a business, or interact with any Google product, this episode is a must-listen. Jon and Ryan, seasoned professionals in the field, delve into the implications of Google's latest updates and how they directly affect you.Listen to the full episode if you want to learn:How ad payments on Google are changingHow Google is using AIHow broad match keywords will change the way your ads appearWhat to look for to maintain integrity while using Google Ads revenue trackingIf you have questions, ideas, or feedback to share, connect with us on LinkedIn. We're Jon MacDonald and Ryan Garrow.

Ayat Shukairy, an expert in experimentation and marketing optimization, discusses conversion rate optimization (CRO) and A/B testing. She emphasizes the importance of ongoing testing and optimization in marketing. Ayat shares her background in CRO and how her company has grown in the field. She also discusses the role of AI in shaping the future of A/B testing and CRO, highlighting the importance of human creativity and intuition. Ayat shares success stories from her work with clients and common mistakes to avoid in CRO efforts. She also addresses the impact of online privacy and data regulations on A/B testing strategies. Finally, Ayat discusses emerging trends in marketing and optimization, as well as recommended tools and platforms for executing A/B tests. Key Episode Takeaways: Conversion rate optimization (CRO) and A/B testing are essential for ongoing marketing success. AI can enhance A/B testing and conversion rate optimization, but human creativity and intuition are still crucial. Speed and the number of experiments correlate with the impact on conversion rates. Avoid copying competitors and focus on understanding and catering to your specific customers. Measure and A/B test changes to ensure meaningful results. Consider privacy and data regulations in A/B testing strategies. The next big breakthrough in marketing and optimization may involve AI and a return to basics. Recommended tools and platforms for A/B testing include heat maps, session recording tools, and A/B testing software like FigPy, VWO, and Google Optimize. Consider tools that offer multiple features and prioritize data privacy and security. For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com Or on YouTube at: https://www.youtube.com/channel/UC3PgT0NOGzpdPGQtBK0XLIQ  Follow Arlen: Twitter: https://twitter.com/askarlen   Facebook: https://www.facebook.com/arlen.robinson.7   Instagram: https://www.instagram.com/arlenyohance/   LinkedIn: https://www.linkedin.com/in/arlenrobinson/   Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more. Thanks for listening. Be sure to subscribe and leave a review.

What a year! We are wrapping up 2023, an exciting, filled with learning, both professionally and personally for both of us!So we decided, in the spirit of so many others these days, to have a wrap-up episode and talk about so many things we covered on the podcast!We had 30 episodes, 25 guests from 4 continents. We covered 15 products in 3 themed serieses - async communication tools, user testing tools, and new tools built by young startups. We also started this year covering books for Product people, talking with 4 authors on anything from a 10 year best seller to a newly released book. We covered hot topics like the sunsetting of Google Optimize, the rise of Product Ops and design systems, and of course, we couldn't stay away from AI and GenAI. We also learned some important concepts to help us build our career, from building a Product Culture, pricing SaaS products, assessing our competency as individual product people, and building a product team scorecard to assess the team's success. We would like to thank each and every guest that came on the show! We couldn't have done it without you: Henry Latham, Gustavo Razzetti, Gerisha Nadaraju & Anabela Cesário, Magali Pelissier, Justin Meats, Mandar Karlekar, Alex Gueriguian, Ben Yoskovitz, Dan Balcauski, Ravi Mehta, Shiva Manjunath, Kevin Hawkins, Premika PoSaw, Mike Green, Tracy Laranjo, Igor Voloshin, Alex Wilson, Ross Webb, Dan Olsen, George Whitfield, Sumeet Rana, Moodi Mahmoudi, Ohad Biron, and Itamar Gilad.We can't wait to continue this journey in the next year! We have some great episodes planned, and looking forward to learn and share more in the Product for Product Podcast!Happy New Year everyone!Matt & MosheYou can find the podcast's page, and connect with Matt and Moshe on Linkedin:Product for Product Podcast - https://www.linkedin.com/company/product-for-product-podcastMatt Green - https://www.linkedin.com/in/mattgreenanalytics/Moshe Mikanovsky - https://www.linkedin.com/in/mikanovsky/Note: any views mentioned in the podcast are the sole views of our hosts and guests, and do not represent the products mentioned in any way.Please leave us a review and feedback ⭐️⭐️⭐️⭐️⭐️

La fin de Google Optimize, un regard sur Jamey Lee et un dossier sur l'importance du storytelling !

I denne podcastepisode, episode 647 af Marketing Brief, udforsker værterne, Halfdan og Emil, den nylige lukning af Google Optimize og de muligheder, der stadig er tilgængelige for konverteringsoptimering. De stiller spørgsmål til, hvorfor Google har besluttet at lukke Optimize, og drøfter forskellige konspirationsteorier, herunder virksomhedens stræben efter effektivitet og omkostningsbesparelser.

On this episode, Julian Juenemann, Founder of MeasureSchool, dives into the world of data analytics, digital marketing intelligence and the importance of understanding your data for optimizing marketing campaigns. With a rich blend of experience and insights, Julian brings to the forefront the significance of tracking in digital marketing and the nuances of data interpretation.Key Takeaways:[08:15] Google Analytics remains a powerful tool, but to unlock its full potential, you need to fully comprehend its capabilities and nuances.[12:25] Many marketers find Google Analytics 4 a bit challenging due to its different approach, though it holds promise for future optimization.[16:50] While tracking remains vital, it's equally important to test, test and test again. This ensures that campaigns are optimized based on reliable data.[23:40] Google's decision to move away from A/B testing in Google Optimize signifies a shift in the market, but alternatives exist.[29:20] Understanding your data's origin is crucial. Simplifying and focusing on essential metrics helps in making informed decisions.[34:45] There's a danger of "analysis paralysis." Marketers should be wary of being overwhelmed with too much data. They need to streamline and focus.[40:10] The heart of digital marketing is data. Without accurate tracking, understanding the results and their sources becomes a challenge.[45:12] Making sense of data means deeply understanding it from its collection point. Simplifying data often leads to clearer and more actionable insights.[48:12] Julian is organizing a free event, MeasureSummit, in October, focusing on the latest tactics and insights in measuring your marketing. Resources Mentioned:Julian Juenemann -https://www.linkedin.com/in/julianjuenemann/?originalSubdomain=deMeasureSchool | LinkedIn -https://www.linkedin.com/company/measureschool/MeasureSchool's YouTube channel -https://www.youtube.com/c/measureschoolMeasureSchool's Website -http://measureschool.com/Upcoming free event in October: MeasureSummit -http://measuresummit.com/Thanks for listening to the Marketing Leadership podcast, brought to you by Dots Loves Marketing. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.#PodcastSEO #PerformanceMarketing #PodcastAds #MarketingStrategy #MarketingIntelligence #PaidMedia

Een nieuwe Pulse aflevering met het laatste nieuws op het gebied van digital marketing en tech. In deze aflevering: (00:00) Intro (01:36) Google Optimize is gestopt! (03:00) Nieuw: checkout journey rapport in GA4 (04:18) Google: Backlinks niet meer in top 3 rankingsfactoren (07:10) Open AI lanceert Dall-e 3 in ChatGPT en stiekem al in Bing (11:58) Windows 11-update met AI-assistent Copilot verschenen op 26 september (12:36) Microsoft sluit overeenkomst om gesponsorde links te plaatsen in Snapchat's My AI (14:32) Meta voegt AI-chatbots toe in Whatsapp, Instagram, Facebook en meer (18:31) Meta zet nu ook vol in op AR en mixed-reality, met een toegankelijke VR headset van 500 dollar (21:38) WSJ: Instagram- en Facebook-abo's zonder ads gaan tot 13 euro per maand kosten (23:04) X (Twitter) partnert met het Google Display Netwerk (26:00) Pulse from the past: SEO keywords niet langer in Google Analytics - Not provided naar 100% (28:39) Outro Shownotes: https://www.adwise.nl/podcast/ Hosts: Jeroen Roozendaal en Daan Loohuis

Google Optimize, once a blessing for newbie optimizers, will cease to exist in September. Is this such a bad thing though? In this episode, Tracy and Shiva discuss: 00:00 Intro 04:03 Is the GO sunset panic justified? 08:36 Were Optimize features a stand-in for proper resources? 15:09 Considerations for your next testing tool 21:10 LinkedIn Post of the Week The LinkedIn post of the week is from Jonny Longden: https://tinyurl.com/FromAtoBJonny In this episode we mention Analytics Toolkit. Find it here: https://tinyurl.com/FromAtoBToolkit Like what you hear? Subscribe. All the hydro homies are doing it.

Google is sunsetting Google Optimize on September 30th 2023, and the experimentation world is abuzz. Some are upset about losing this free experimentation tool, while others feel it's a good thing for the future of experiments. Many competing vendors are jumping on the bandwagon to get the business, but some companies will stop experimenting all together. Matt and Moshe dove into this boiling pot with Shiva Manjunath, Experimentation Manager at Solo Brands, and Founder and Co-host at From A to B, to get some insights from an expert in the experimentation field about the situation.Shiva shared with us his take on why people used Google Optimize and some of the varied sentiments with the unfolding situation.In this episode you will learn:Why is Google sunsetting Optimize?Who is using Google Optimize and how is it really going to affect themWas Google Optimize ever the right product for serious experimentation?How did other vendors react to the announcement?The silver lining of the situationSome general thoughts about experimentation; which experimentations tools he likes and might recommend, build vs buy approaches; the future of AI in experimentationAnd much more!You can connect with Shiva at:LinkedIn: https://www.linkedin.com/in/shiva-manjunath/From A to B Podcast: https://www.linkedin.com/company/from-a-to-b-podcast/From A to B Podcast on Spotify: https://podcasters.spotify.com/pod/show/from-a-to-bYou can find the podcast's page, and connect with Matt and Moshe on Linkedin:Product for Product Podcast - linkedin.com/company/product-for-product-podcastMatt Green - linkedin.com/in/mattgreenanalytics/Moshe Mikanovsky - linkedin.com/in/mikanovsky/Note: any views mentioned in the podcast are the sole views of our hosts and guests, and do not represent the products mentioned in any way.Please leave us a review and feedback ⭐️⭐️⭐️⭐️⭐️

This month's podcast guest is Justin Hobbs, Vice President of Partnership and Demand at Webtrends Optimize. He discusses his role and why he is passionate about partnerships, and how they help businesses to grow. He says, 'They lend themselves brilliantly to the partner model, there is so much value added to take to a client.' As well as expanding your offerings, partnerships can also take you into different markets, territories and geographical regions, introduce you to new clients, provide marketing opportunities, and more! So the benefits for both sides are endless. But, as Justin points out, this is particularly key at a time when so many businesses and agencies are looking for a new experimentation partner to replace Google Optimize.

Wer hätte gedacht, dass Google kein zuverlässiger Partner in der E-Commerce-Branche ist. Google möchte nämlich Google Analytics und Google Optimize abschalten. Was jetzt? In dieser Ausgabe spricht Jörg Dennis Krüger über die möglichen Tools, die man statt Google Optimize benutzen kann. Gibt es wohl eine Lösung? TRANSKRIPTION DIESER FOLGE DES PODCASTS Mein Name ist Jörg Dennis Krüger, und, wie mein PC-Techniker am Empfang schon gesagt hat:  Ja, ich bin der Conversion Hacker.  Und in der heutigen Ausgabe des Conversion Hacking Podcasts möchte ich ein wenig trauern. Denn leider schaltet uns Google nicht nur Universal Analytics ab, was schon schlimm genug ist, denn in Google Analytics 4 ist doch alles anders, manches etwas komplizierter und so weiter. Aber viel schlimmer: Google schaltet uns Google Optimize ab, und das ohne uns eine Alternative zu bieten.  Die Gründe dafür sind vielfältig oder nicht so ganz transparent. Man kann darüber nur spekulieren, aber es scheint so zu sein, als wenn Google einfach kein Wettbewerb zu den kommerziellen Anbietern sein möchte. Und es scheint auch so, als wenn Google in den einen oder anderen kommerziellen Anbieter investiert hat und einfach keine weiteren Ressourcen in die eigene Entwicklung von Google Optimize stecken möchte.  Das ist sehr schade, denn Google Optimize war oder ist immer noch ein richtig gutes A/B-Testing Tool. Mit Google Optimize konnten wir alles machen, was wir im Testing machen wollten, fast alles zumindest.  Wir konnten hervorragend Personalisierung machen, und das Ganze war halt komplett kostenlos und komplett in Google Analytics integriert. Das ist natürlich eine richtig tolle Sache, und ja, wo stehen wir jetzt? Was machen wir ohne Google Optimize?  Zum einen können wir Google Optimize vorerst weiternutzen, denn Google Optimize ist noch zeitweilig da und ist auch integriert in Google Analytics 4. Das kam letztes Jahr als großes Update. Aber wir werden es danach nicht länger nutzen können. Das heißt, wir müssen sehen, was für Tools gibt es denn am Markt?  Es gibt die großen und vielleicht früher mal sehr bekannten wie Optimizely. Das ist allerdings kostspielig. Es kann sehr viel, aber es ist zu einer absoluten Enterprise Lösung geworden. Wen haben wir denn sonst noch, gerade im europäischen Markt, wenn man an Datenschutz Themen denkt?  Da haben wir A/B-Tasty, die sind teilweise günstiger, aber sind bei Weitem nicht so offen und so flexibel wie Google Optimize. Es gibt Camelion, die sind deutlich teurer. Da gibt man noch einiges aus, es ist ein sehr ausgereiftes Tool, aber da muss man halt wirklich ein richtiges A/B-Testing Team und A/B-Testing Konzept haben, damit sich das Investment lohnt.  Und dann gibt's ein Web-Trends-Optimizer, die gehören nicht mehr zu Web-Trends. Vor einigen Jahren wurde Web-Trends-Optimizer raus verkauft aus Web Trends. Es gibt Web-Trends-Optimal, sie sitzen in der UK, und es ist gar kein schlechtes Werkzeug. Ich nutze es auch, das eine oder andere Mal für A/B-Tests, finde ich ziemlich cool und es kann wahnsinnig viel. Es hat allerdings eine etwas andere Logik, als man es zum Beispiel von Google Optimize kennt. Man muss sich da erst einmal reinarbeiten, und das Reporting ist nicht so gut, aber das Ding kann unfassbar viel und ist gar nicht so teuer.  Also, da kann man für etwas Geld schon eine schöne Lösung bekommen. Wobei halt der Einstiegsplatz für kleine Projekte, da sind wir ungefähr bei dem gleichen Preis wie bei Camelion, aber es skaliert besser nach oben vom Preis her.  Wen haben wir dann noch? Klar, es gibt noch von Adobe, das Testet-Target, das System, mit dem ich angefangen habe, mit A/B-Testing.  Dann gibt's zum Beispiel noch ein convert.com. Das finde ich ein wunderbares System, und sehr einfach zu bedienen. Der Editor ist aber nicht ganz so toll. Da haben aber die meisten Tools wirklich Probleme mit. Da ist Google Optimize auch wahnsinnig weit vorn mit dem Editor.

Google Optimize is leaving us hanging come September 2023. What is going on and what do we need to know? Split testing landing pages has been an essential part of implementing online marketing campaigns. I have loved this tool and I am so disappointed it will no longer be around. What are your thoughts? Have you found an alternative solution? Comment below and let me know your thoughts.If this was helpful, subscribe for other free marketing tips. If you would like to see how I can help you, visit taylortimothy.com to book a call or shoot me an email at tayctim@.gmail.com. Let's chat. Peace.

This is a must listen episode for anyone who relies on their website to convert business! AJ Davis joins the show to enlighten us on the power of great website research, conversion rate optimization (CRO), and the importance of understanding consumer behavior. AJ is a CRO specialist and founder of Experiment Zone, a company dedicated to helping online businesses grow their revenue by improving website user experience through scientifically proven methods. Before starting Experiment Zone in 2017 AJ led optimization strategy for multiple Fortune 500 companies during her tenure at Clearhead, including CVS, Steve Madden, and Lululemon. Prior to her time at Clearhead, AJ was the lead UX researcher for Google Optimize and was on the team from ideation at a sprint week to product launch. AJ is a Wellesley College alumnae and has a masters in Human Factors in Information Design from Bentley University. Currently AJ is in the process of developing the Experiment Zone Podcast where she will be interviewing CMOs & industry experts on a variety of topics including CRO strategy, A/B testing and implementation, and most importantly, how businesses can increase their revenue from website traffic. In this chat, AJ shares a few CRO tips and tricks and pulls examples from her real world experience to illustrate some of the best practices and basic principles that all businesses should be applying to their online presence.   Connect with AJ:   Website: https://experimentzone.com/ Instagram: https://www.instagram.com/experimentzone/ Experiment Zone Podcast: Coming Soon!    Connect with Mike: https://linktr.ee/mikedicioccio   Produced by Social Chameleon: https://www.socialchameleon.us   Interview Recorded via Riverside.fm: https://riverside.fm/homepage?utm_campaign=campaign_1&utm_medium=affiliate&utm_source=rewardful&via=mike-dicioccio   Mike'D Up! Merch: https://mikedupmerch.com

Perpetual Traffic delves into the latest online marketing tools and strategies in this episode. Topics covered include the potential impact of Universal Analytics Tracking's shutdown, the importance of reliable funnel building tools like Click Funnels, and proper tracking and integration with Zapier for effective lead generation. The hosts also discuss the use of Snipy for claiming credit and retargeting on social media, the significance of split testing, and their favorite tools for designing traffic flow. This episode provides valuable insights for businesses seeking to optimize their online marketing efforts.In This Episode, You'll Learn:00:00 - Universal Analytics Tracking to stop working in July04:59 - ClickFunnels: Reliable digital product space funnel building tool05:45 - Borrowing authority with iOS update06:19 - Go High Level: Most disruptive software in marketing space07:53 - Tool sets for local service-based businesses11:04 - Importance of Zapier for online tracking and integration13:01 - Reverting to ClickFunnels after plummeting conversions15:04 - Mouse Flow and heat tracking prebuilt templates15:46 - Lead Pages: Former fan's critique of pricing strategies18:29 - Sniply for credit claiming and retargeting on social media20:30 - Insta Pages for quick landing pages21:17 - Favorite tools for designing traffic flow: Fma and Canvas24:25 - Split testing tools and Google Optimize to sunset in 202327:18 - Good split testing tool32:18 - Figma: Preferred tool for creative teamTools Mentioned:GoHighLevelSniplyDivy themesGemPagesClickfunnelsVWOGoHighLevelWordpressLINKS AND RESOURCES:Episode 479 with Shaun ClarkEpisode 478 Solo Ralph EpisodeTiereleven.comSolutions 8 Perpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Kasim on Twitter and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have...

Thanks to our sponsors at Team Simmer you can now purchase any individual course with a 10% using the code "Deviate" at checkoutThe Conference formerly known as Conversion HotelConnect with Ton WesselingMeasureSlackMind The Product SlackTest and Learn CommunitySuperweek Analytics SummitMeasureCamp HelsinkiConnect with Juliana and Simo

On this episode of the Late Night Internet Marketing podcast, I share 10 essential landing page tips to help you convert visitors. A landing page is a page where you send traffic to, with the goal of getting visitors to take some kind of action. The conversion rate on a landing page can have a significant impact on the profitability of your business. I emphasize that everything is up for debate and the best way to determine what works is by testing, using tools like Google Optimize. I encourage listeners to think about these 10 tips and consider how they can test different elements on their landing page to find the best opt-in rate.

Show notes and full transcript is available at https://bit.ly/3Jztgex. 00:15 - Intro 01:05 - Topic 27:50 - Wind down 31:21 - Outro This week Dan and Dara talk about the very recent announcement that Google Optimize will be sunset on 30th September 2023. No exceptions, no extensions, it'll be gone for good for everyone - the free and paid versions! They discuss how this will affect the analytics and CRO industries, and whether Optimizely or VWO will be suitable replacements for the current Opimize users. They also think about the future of Google's proposition and whether the GMP will be rolled into the GCP. The post #69 Dry your eyes, say your goodbyes, another one dies, it's Google Optimize! appeared first on Measurelab.

Show notes and full transcript is available at https://bit.ly/3Jztgex.00:15 - Intro 01:05 - Topic 27:50 - Wind down 31:21 - OutroThis week Dan and Dara talk about the very recent announcement that Google Optimize will be sunset on 30th September 2023. No exceptions, no extensions, it'll be gone for good for everyone - the free and paid versions! They discuss how this will affect the analytics and CRO industries, and whether Optimizely or VWO will be suitable replacements for the current Opimize users. They also think about the future of Google's proposition and whether the GMP will be rolled into the GCP.The post #69 Dry your eyes, say your goodbyes, another one dies, it's Google Optimize! appeared first on Measurelab.

Get up to speed with the Digital Marketing News and Updates from the week of Jan 23 - 27, 2023.1. Key Takeaways From Microsoft FY23 Q2 Earnings - Microsoft Corp. announced its financial results for the quarter ended December 31, 2022, which showed an increase in revenue of 2% to $52.7 billion. LinkedIn revenue increased 10% driven by Talent Solutions and has once again seen ‘record levels' of in-app engagement in the most recent quarter, with the platform reporting 18% growth in total user sessions. Per LinkedIn “We once again saw record engagement among our more than 900 million members. Three members are signing up every second. Over eighty percent of these members are from outside the United States.” Hey LinkedIn, how many of these accounts are fake or bot accounts? At the same time, LinkedIn has warned, however, that this number will likely decline in 2023 due to a broader slowdown in hiring, particularly in the tech sector, where many of LinkedIn's job postings stem from. Total ad revenue increased 10%. Microsoft also announced its plans to increase its ad revenue from $10 billion annually to $20 billion. And if achieved, it would make Microsoft the sixth-largest digital ad seller worldwide. Remember, Microsoft has a partnership with Netflix partnership and allows advertisers to purchase ads through their demand side platform Xandr. Microsoft will take a reseller fee, and experts predict that the partnership will be a huge revenue driver, easily clearing $10 billion in ad sales or more.You can read the full earnings statement from Microsoft here. 2. LinkedIn Trying To Boost Newsletter Discovery By Showcasing Which Newsletters The Profile User Has Subscribed - LinkedIn's looking to make it easier to find relevant newsletters in your niche, by adding a new option that will enable members to view what newsletters another member is subscribed to in the app. Per LinkedIn, “We've heard from members that newsletters on LinkedIn are a great way to gather new insights and ideas on professional topics that they care about. We've also heard that members are looking for better ways to discover even more newsletters that would be relevant to them. To aid in this discovery, we are making newsletter subscriptions visible to others, including on profiles. Starting February 11th, 2023, you'll be able to see which newsletters members find value in, the same way you can see your shared interests, pages and groups.”IMO, this is a double-edge sword unless LInkedIn gives me a way to control which subscriptions should be revealed in public vs kept private. On the other hand, creators and influencers can charge $$ to subscribe to a newsletter and promote it for a fee. Though I would not do this but to easy his own.3. Twitter Launches “Search Keyword Ads” - Twitter has introduced a new ad unit called “Search Keywords Ads”, which allows advertisers to pay for their tweets to appear at the top in search results for specific keywords. Search Keywords Ads are similar to promoted tweets but with the added benefit of appearing in search results. This will allow advertisers to reach a wider audience, as users searching for specific keywords (targeting users actively searching for specific keywords, which provides a more accurate signal of user intent.) will now be exposed to sponsored tweets. Advertisers can find Search Keywords Ads as a new campaign objective within the Twitter Ads interface.My question: How long before Instagram copies this?4. Google Optimize Discontinued. Now What? - If you have not heard of Google Optimize before today then I do not blame you. It was a nifty service from Google (formerly called Google Website Optimizer), is an analytics and testing tool created by Google. It allows you to run experiments that are aimed to help online marketers and webmasters to increase visitor conversion rates and overall visitor satisfaction.And now Google has decided to discontinue this service September 30, 2023. "Google Optimize and Optimize 360 will no longer be available after September 30, 2023. Your experiments and personalizations can continue to run until that date," Google wrote.Google added, "We launched Google Optimize over 5 years ago to enable businesses of all sizes to easily test and improve your user experiences. We remain committed to enabling businesses of all sizes to improve your user experiences and are investing in A/B testing in Google Analytics 4."I am unhappy about this announcement because Optimize worked seamlessly with GA and it will leave a significant gap in the market for affordable and beginner-friendly A/B testing options. However, I'm hopeful that Google will integrate some of these features into GA-4.5. Google Ads Now Supports Account-Level Negative Keywords - Creating a list of negative keywords allows you to block your ads from showing for specific irrelevant terms for your brand, making it easier for your ads to reach your desired audience and resulting in more successful conversions. To prevent unwanted impressions or clicks from certain search terms across multiple campaigns, advertisers can now create a negative keyword list at the account level and then apply it to relevant campaigns. This will save you the effort of adding the same negative keywords to individual campaigns and make it easier to manage future changes to negative keywords across campaigns. But be forewarned that a limit of 1,000 negative keywords can be excluded for each account. So do not go crazy!!You can read the full announcement from Google here.6. US Justice Department Sues Google Again, Wants To Dismantle Its Ad Division - The U.S. Department of Justice (DOJ) officially filed an antitrust lawsuit against Google on January 24. The DOJ alleges Google has a monopoly on the current digital advertising ecosystem. Eight states so far have joined forces with the DOJ on the lawsuit. They include: Virginia, California, Colorado, Connecticut, New Jersey, New York, Rhode Island, and Tennessee. Remember that this lawsuit is separate from the first lawsuit from the DOJ back in 2020 against Google. In the 153-page document, the DOJ argues that Google has created an advertising environment that favors its Alphabet-owned products unfairly. Here is what DOJ wrote :“Google, a single company with pervasive conflicts of interest, now controls:(1) the technology used by nearly every major website publisher to offer advertising space for sale; (2) the leading tools used by advertisers to buy that advertising space; and (3) the largest ad exchange that matches publishers with advertisers each time that ad space is sold. Google abuses its monopoly power to disadvantage website publishers and advertisers who dare to use competing ad tech products in a search for higher quality, or lower cost, matches. Google uses its dominion over digital advertising technology to funnel more transactions to its own ad tech products where it extracts inflated fees to line its own pockets at the expense of the advertisers and publishers it purportedly serves.”If Google is found guilty in this lawsuit it could have an impact on the broader advertising sector. You can read the full lawsuit document here.7. Two Imp Elements For Google Discover Follow Feed - Google updated it's Google Discover feed guidelines and wrote that the "most important content for the Follow feature is your feed title element and your per item link elements." In addition to that, make sure that your feed (aka rss) is up-to-date, like you would for your sitemap.Remember, that the Google Discover follow feed feature offers relevant content to Chrome Android users and represents an importance source of traffic that is matched to user interests. It is one way to capture a steady stream of traffic apart from Google News and Google Search.8. Google: Don't Use Relative Paths In Your rel-canonical - A canonical URL lets you tell search engines that certain similar URLs are actually the same. Because sometimes you have products or content that you can find on multiple URLs — or even multiple websites. Using canonical URLs (HTML link tags with the attribute rel=canonical), you can have these on your site without harming your rankings.Gary Illyes from from the Google Search Relations team posted another PSA on LinkedIn, this one says "don't use relative paths in your rel-canonical." Gary wants you to use the full, absolute URL, when it comes to rel-canonical. This is not new advice, Google said this in 2018 and in 2013.This is such a common mistake that Google's John Muller wrote, “One of the problems is that it's relative to where the content was found. www or non-www? http or https? staging subdomain? staging domain? random other domain that's hosted by the same company? If you want to pick something specific, it's good to be specific.”If the terms canonical, relative, or absolute path has made you dizzy then perhaps you should seek the advice or help of an expert.9. Google: When Fake URLs Are Generated By Your Competitor - Mike Blazer asked John, "Bulk generate non-existing URLs on a competitor's site that lead to 5XX server errors when opened. Googlebot sees that a substantial number of pages on that domain return 5XX, the server is unable to handle requests. Google reduces the page #crawl frequency for that domain."John Mueller from Google said that bulk-generating fake URLs of your competitor's site should not lead to negative SEO and ranking issues for that site. "This is not something I'd worry about," he added.P.S: The audio version of the show contains my analysis and opinion on this topic.

Crying Our OptimEyes Out! Google Optimize Will Sunset in 2023 This week on Marketing O'Clock, one of our favorite Google products is disappearing before our (Optim)Eyes, the Silicon Valley layoffs continue, and Google Ads is finally putting their money where their mouths are with Performance Max experiments. Plus, do not pass go, do not collect $200. Google is in more hot water with the Justice Department for monopolizing digital advertising technologies. ----------------------------------------------------------------------------------------------------------------------- Intro - 00:00 NEWS - 6:17 Take of the Week - 20:18 ICYMI - 21:47 Lightning Round Paid - 23:44 Lightning Round Organic - 39:37 Lightning Round Social - 46:07 What the Heck - 49:27 Working Hard or Hardly Working - 51:57 Cool Tool - 53:08 Must Read Marketing Article of the Week - 54:04 Shooting the Heck - 56:02

As I mentioned briefly last week, Google announced mass layoffs last week, and I discuss what I know so far about it. There are also reports that Google is pushing advertisers to use third-party resellers and not their internal staff. The DOJ sued Google again to break...

Hace unos años, ver nuestro nombre en el cuerpo de un correo electrónico parecía algo fuera de este mundo; una experiencia verdaderamente personalizada que tenía la capacidad de involucrar a los consumidores y retenerlos. Hoy el escenario es diferente, ya que es común ese tipo de experiencia. La personalización puede tener lugar en múltiples puntos del recorrido del cliente. Toda nuestra estrategia de personalización dependerá de los datos que tengamos disponibles y de cuán accesibles y comprensibles estos sean para nuestros equipos. Para saber cómo brindarle a un cliente una experiencia personalizada, en este episodio contamos con Christian Cevallos, Gerente Comercial de Seteinfo del Ecuador, una compañía experta en Customer Experience y Contact Center. “La personalización significa que el viaje del cliente en los diferentes puntos de contacto con la empresa sea único y adaptado a sus necesidades e intereses. Es lo que permite a una empresa entregar una oferta de productos y servicios diferenciados para cada cliente”, explica nuestro invitado. Todos los consumidores son diferentes y cada uno requiere de una experiencia personalizada que satisfaga sus necesidades, por lo que la personalización va a depender del tipo de usuario que tengamos. Según Christian, hay cuatro tipos de clientes. Uno de ellos es el que desconocemos completamente: “Pensemos en ese usuario que ingresa en nuestra web y que no nos da su consentimiento y sólo comienza a navegar. En ese caso podríamos optimizar esa navegación en base a elementos contextuales, como el género, el día y hora que nos visita, etc.”, enseña nuestro especialista. Otro usuario es el que nos da su consentimiento y nos entrega sus datos, pero no lo tenemos identificado: “Entonces aquí ya podemos generar un perfil de afinidad en tiempo real con las herramientas adecuadas y podemos llevar a un nivel de personalización un poco mayor”, comenta Christian. Luego está el usuario que ya lo tenemos registrado y “nuestra experiencia de personalización sube una escalera más”. Finalmente está el usuario que tiene una mayor predisposición a volver a comprar en nuestra tienda y, “como es un usuario que ya conocemos bien, podemos aplicar modelos de predicción mucho más robustos, que nos permiten llegar a él con ofertas, recomendaciones y contenido mucho más personalizado”, afirma nuestro invitado. Para impulsar estas estrategias de manera efectiva, “es fundamental mapear el buyer persona” y “ver en cada punto de contacto cómo poder empezar a personalizar la experiencia”, recomienda Christian. En ese sentido, podemos recibir la ayuda de algunas herramientas “que capturan datos en tiempo real y que en base a una serie de variables, como por ejemplo el comportamiento histórico del usuario que visita la web, podemos entregar a este usuario recomendaciones, ofertas, contenidos especializados o específicos para el mismo”, asegura nuestro invitado. “Google Optimize es una muy buena herramienta que en su versión gratuita te permite ejecutar y personalizar cierto contenido para tus clientes”, destaca Christian. Afortunadamente, en el mercado hay un sinfín de herramientas y muchas de ellas son accesibles para pequeños emprendedores. “La inversión es relativa según el tamaño de la empresa. Normalmente las herramientas de testeo para probar tus estrategias y ver qué tan efectivas son están en función de la transaccionalidad, es decir, te cobran un valor por la cantidad de visitas que tienes en tu portal”, cuenta nuestro especialista. La mayor ventaja que nos da la experiencia personalizada es el fortalecimiento de la relación que generamos con nuestros usuarios, ya que les demostramos “que conocemos sus gustos e intereses y que los estamos diferenciando del resto de los clientes”. “Entender mejor al cliente y saber qué le podemos ofrecer también nos lleva a otra ventaja que es la mejora de la experiencia de usuario, que es importante porque con eso logramos que nuestro usuario permanezca más tiempo en la web y tenemos una mayor probabilidad de que podamos terminar en una conversión”, remarca Christian. En cambio, una personalización deficiente, sin dudas, va a afectar la experiencia del usuario y el cierre de compra. “Si no tenemos una visión profunda del cliente, las empresas no van a poder ofrecer este tipo de experiencias que los clientes están anhelando”, advierte nuestro invitado, y aconseja que “principalmente lo que se debe evitar es caer en métodos invasivos, como mandar mensajes de textos o notificaciones sin consentimiento del usuario, o bombardear con los anuncios por redes sociales”. Teniendo en cuenta estos datos, podremos hacer que la experiencia personalizada sea la clave del éxito de nuestro negocio. Esto significa que, independientemente del tamaño o la naturaleza de la empresa, los clientes tendrán finalmente un servicio individualizado, adaptado a sus necesidades. Página web: seteinfo.com Email: christian.cevallos@seteinfo.com 

I know it's very tempting to include so much content on your website to convince your visitors to take action. But the more you add content and information, the harder it gets to navigate the site and overwhelms the users.  So how can you win both on User Experience and Conversions? That's what we're going to tackle today with AJ Davis. AJ is a conversion rate optimization (CRO) specialist. She's the founder of Experiment Zone, which helps online businesses grow their revenue by improving the user experience of their website using scientific methods. Prior to starting Experiment Zone in 2017, AJ led optimization strategy for Fortune 500 companies during her tenure at Clearhead. She was also the lead UX researcher on the Google Optimize product. I have invited AJ to share her thoughts on several issues regarding improving User Experience and CRO.  We have discussed why user experience is underrated and how important it really is? How to recreate the experience of buying something in-store or in-person and transform that online? What type of research and development can you do to get accurate data on how users like to go through their buying journey? We also talked about how to do A/B test pages? What eCommerce product pages should be prioritized? Ultimately, AJ shared the essential elements that go into a site experience audit. If you are looking for ways to accelerate your online business, listen to this incredible episode and find out how to double your earnings. Don't miss out. Tune in now!   Episode Highlights 02:06 Why you shouldn't turn a blind eye on User Experience 04:07 How does A/B Testing fill the gap in User Experience 08:01 How can you help your customers pick the right product/service for them? 11:03 Information is the key to success 15:03 AJ's key takeaway on creating a website 17:35 Building trust means increasing the Lifetime Value 19:25 Giving the right content at the right moment 22:52 What are the elements that a winning page has? 27:15 Is having reviews still important? About The Guest AJ Davis is a conversion rate optimization (CRO) specialist. She's the founder of Experiment Zone, which helps online businesses grow their revenue by improving the user experience of their website using scientific methods. Prior to starting Experiment Zone in 2017, AJ led optimization strategy for Fortune 500 companies during her tenure at Clearhead. She was also the lead UX researcher on the Google Optimize product.   Resource Links ➥ Buying Online Businesses Website (https://buyingonlinebusinesses.com)  ➥ Download the Due Diligence Framework  (https://buyingonlinebusinesses.com/freeresources/) ➥ Visit Niche Website Builders and get EXCLUSIVE OFFERS here as a BOB listener (https://bit.ly/3BusZE3)   Connect with AJ Davis: ➥ Experiment Zone: www.experimentzone.com ➥ Instagram: https://www.instagram.com/experimentzone/ ➥ Facebook page: https://www.facebook.com/ExperimentZoneCo/See omnystudio.com/listener for privacy information.

In this second part of this training, Jon will show how to actually set up an A/B test using Google Optimize. To watch the training video, click here: https://youtu.be/25AePhPt92w

In this first part of two, Jon will discuss how to set up Google Optimize so as to do A/B testing on your website. This episode will talk through the installation and set up process. Detailed instructions are also available for download here:  https://docs.google.com/document/d/1apcuSwsiJ9jKA4WzT0s6YZIQlPtkupRBxahdEUdJiLQ/edit?usp=sharing To watch the video training, go here: https://youtu.be/lbe5HKa4bZ8

** Are you a Martech Enthusiast? Subscribe to our 2-weekly newsletter at clubmartech.com ** In this episode, Elias has a chat with Alisha Conlin-Hurd, who is the co-founder of Australia-based Persuasion Experience. They help well-known brands in building the best funnels. Topics we discuss: What are funnels (and what are they not)? What most people are getting wrong when building funnels How to humanize the online sales process How to get started The martech stack Alisha uses: Clickfunnels, Google Optimize, ClickUp, AdZoola, and Punchlist LinkedIn Alisha Conlin-Hurd: https://www.linkedin.com/in/alishaconlinhurd/  Website Persuasion Experience: https://persuasionexperience.com/    ** Are you a Martech Enthusiast? Subscribe to our 2-weekly newsletter at clubmartech.com ** The Marketing Technology Podcast is brought to you by Marketing Guys, the #1 Martech agency in Europe. If you want to be on this podcast or would like to know more about Marketing Technology, visit our website at marketingguys.com or contact Elias Crum at e.crum@marketingguys.nl

How did one company increase conversation rates by 100% in just 4 weeks? Experiment Zone founder AJ Davis was the head researcher at Google Optimize, where she had the opportunity to work closely with the team working on conversion rate optimization. It was this experience that led her to create Experiment Zone, where she and her team marry those two disciplines — user research and CRO — to deliver major ROI to their clients. In this episode, she shares the process they use and breaks down the detailed steps that anyone can follow to get better marketing results, from conducting usability studies (including the the audience size you need, how to structure questions and find audiences, and what tools to use) to how to analyze the results, conduct experiments, and identify opportunities for using optimization to improve conversion rates. Get the details on all of this, and more, in this week's episode.

Today we're talking about landing pages and we're going to cover some best practices that will help convert those landing pages. We'll be talking with John Turner. He's the co-founder of SeedProd, the most popular landing page builder and theme builder for WordPress. His plugins have been used by over 4 million websites. So he does this all day long, where he's taking landing pages and improving them. The biggest takeaway from this episode is don't be afraid to create the landing page and then test it. Test it using Google Optimize to see if you can improve it. Just remember that every little bit of improvement can increase your ROI as well as your revenue on your site. So test it out and let us know how it goes for you.▶Resources:SeedProd: https://www.seedprod.com/Google Optimize https://optimize.google.com/

This week on the Voices of CX Podcast we hosted AJ Davis, Founder and CEO of Experiment Zone, to discuss the utility of Conversion Rate Optimization, and how it bridges the gap between economics and human behavior. Understanding what really goes into customers' decision-making is a lot more complicated than simple AB testing; it might get you by, but it won't tell you the whole story. That's where AJ comes in.

Brad Redding, Founder & CEO @ Elevar (Connect on LinkedIn and Twitter) shares how to split subscription vs one-time purchase conversion tracking for Google Analytics, Facebook, and other channels. Plus learn the latest best practice in configuring Google Optimize to mitigate site speed issues.-----We release 2 new episodes every week that go deep into the world of tracking, analytics, and conversion optimization. Be sure to subscribe so you never miss an episode.-----Links Referenced:Splitting subscription vs one-time purchases via GTMSelling Plans for Shopify (subscription liquid variables)Facebook Subscribe eventHow to Set Up Google Optimize on Shopify Google Optimize sync vs async-----And if you're new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!

FlowHub is a cannabis retail management platform, offering point of sale software, compliance management and inventory tracking software. FlowHub has profited off record-breaking weed sales in recent years—hitting 25 billion in 2021. VP of Marketing Anne Fleshman is all about leveraging a content marketing strategy for FlowHub to drive organic growth. Anne joins FlowHub with some amazing experience, having previously been the director of marketing at AutoPilot. Anne's doing brilliant personal touches like luring dispensaries in with cookies. Who would have thought giving cookies to stoners would be such a simple and effective marketing strategy? She's also sending out swag to her customers and working on generating personal relationships with budtenders. Some of Anne's favorite tools in her stack are Craft as her CMS, Autopilot for marketing automation, Looker for BI, Salesforce for her CRM, and Google Optimize to run tests. We'll uncover how Anne's using these tools to drive revenue for FlowHub. Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Conversion rate optimization is a broad term, but it boils down to one thing: learning what your customers want and delivering it.    AJ Davis of Experiment zone joins Matt to talk about everything from Conversion Rate Optimisation to how adopting an experimentation culture can help you find out what your customers want and how to get them on board!   AJ Davis is a conversion rate optimization (CRO) specialist. She's the founder of Experiment Zone, which helps online businesses grow their revenue by improving the user experience of their website using scientific methods.   Prior to starting Experiment Zone in 2017, AJ led optimization strategy for Fortune 500 companies during her tenure at Clearhead. She was also the lead UX researcher on the Google Optimize product.   Links to other platforms where this podcast is available Apple Podcasts Stitcher Spotify    

CEO and founder of Exerimentzone.com, AJ Davis, combined her two passions when she moved from UX researcher to search engine optimization expert. The importance of understanding your customers' pain points is the only way to convert them into loyal consumers. That is the foundation on which experimentzone was built. AJ created a 3 step strategy for conversion optimization campaigns that give companies a deeper understanding of their audience and how to target them measurably. This method ensures your business sees an increase in conversions and ROI.AJ began her career in product development as a UX researcher, where she had the opportunity to talk with customers daily over their pain points and how those pain points affected their daily lives. This path led her to become the lead researcher for Google Optimize. All the people she spoke with during that time asked the same questions. Find out if X change on a company website will increase conversions and ROI. That was AJ's ‘ah-ha' moment, and she started her own company, Exerimentzone, where she helps businesses realize more revenue by optimizing their website for user experience. In every industry, the most important aspect is customer base knowledge. That is where AJ's expertise shines. She looks at every eCommerce business as a brick and mortar company, knowing that the facts and information that go into good CRM are not just website design and aesthetics. Just as important is where your business is located, how to talk about your business to attract your target customer, and ensuring your audience that you can alleviate their pain point. Experimentzone takes a comprehensive approach to CRM. The techniques used by Experimentzone are proven because everything they do, every strategy and decision implemented, is measurable. The company separates the problem and creates a hypothesized solution that is easily quantifiable. That way, they know if they need to pivot or remain on track with an increased impact on ROI.The three pillars that AJ relies on to deliver a positive ROI for her customers are doing AB testing to experiment with different ways of delivering content.  To have a solid conversion strategy, you need to have a specific tool for testing. The second pillar is using analytic tools to know how the customer interacts with your website, what they click on, and how far they're scrolling. The last pillar is a user research tool that allows you to understand how to interact with those using your site, so you can acquire feedback and make adjustments accordingly. By implementing this three-step strategy, AJ optimizes her clients' websites, so they see an increase in conversions and an increased ROI. Listen to this episode of the One Big Tip podcast and hear why AJ Davis of Experimentzone.com knows the importance of using a comprehensive CRO approach.In this episode[2:02] Hear how AJ started her company, Experimentzone.com. [7:40] The importance of having an AB test for your strategy.  [12:02] The importance of simplicity and direct message on your website. [14:20] Why doing CRO from the top down is effective. Support the show (https://jeffmendelson.com/onebigtip)

After hearing from 5 product/marketing people about their experiences with VWO, Optimizely, Google Optimize and AB Tasty, Matt and Moshe met again to summarize what they learned about the A/B testing and experimentation products.- Some of the discussion points include:- Front end vs back end testing- Product vs marketing testing- The maturity of products for product managers- Sharing insights and learning- Integrating results data into analytics platforms- And more! * Product for Product sitehttps://www.spreaker.com/show/product-for-product * You can find the podcast's page, and connect with Matt and Moshe on Linkedin: - Product for Product Podcast - linkedin.com/company/product-for-product-podcast - Matt Green - linkedin.com/in/mattgreenanalytics/ - Moshe Mikanovsky - linkedin.com/in/mikanovsky/ *Note: any views mentioned in the podcast are the sole views of our hosts and guests, and do not represent the products mentioned in any way.Please leave us a review and feedback ⭐️⭐️⭐️⭐️⭐️

Our third episode in the A/B testing tools series is dedicated to Google Optimize.In this episode, Matt and Moshe are joined by Tracy Laranjo, a Conversion Rate Optimization Manager using Google Optimize at InkBox.Google Optimize is part of the Google Marketing Platform so it works well with other Google products like Google Analytics. Tracy speaks to her work in optimization using Google Optimize and how it's low barrier of entry has allowed her to implement experiments with success.Tracy is also a host on the Experiment Nation podcast where they have insightful conversations about this space in Product.Come join Matt, Moshe and Tracy to learn about Google Optimize and the Experiment Nation podcast! * You can connect with Tracy at:LinkedIn - linkedin.com/in/tracylaranjo/Experiment Nation - experimentnation.com/ * Google Optimize: marketingplatform.google.com/about/optimize/ * You can find the podcast's page, and connect with Matt and Moshe on Linkedin: - Product for Product Podcast - linkedin.com/company/product-for-product-podcast - Matt Green - linkedin.com/in/mattgreenanalytics/ - Moshe Mikanovsky - linkedin.com/in/mikanovsky/ * Note: any views mentioned in the podcast are the sole views of our hosts and guests, and do not represent the products mentioned in any way. Please leave us a review and feedback ⭐️⭐️⭐️⭐️⭐️

AJ is a conversion rate optimization (CRO) specialist. She's the founder of Experiment Zone, which helps online businesses grow their revenue by improving the user experience of their website using scientific methods. Prior to starting Experiment Zone in 2017, AJ led optimization strategy for Fortune 500 companies during her tenure at Clearhead. She was also the lead UX researcher on the Google Optimize product. AJ website: https://experimentzone.com/ Leave me a voice message: https://www.speakpipe.com/successgrid The SuccessGrid Podcast Updates: https://successgrid.subscribemenow.com/ For top tips and more resources pls go here for show notes: https://successgrid.net/sg65/ Sponsors: There Are Just Six Tools You Need to Launch, Grow & Scale Your Online Business — And Systeme.io Have Them All, Funnel and website builder, Email marketing, Memberships, Marketing Automations and Affiliate Program Management. Click here to start for Free. https://successgrid.net/systeme “If you love this show, please leave a review. Go to RateThisPodcast.com/successgrid and follow the simple instructions.”

In this week’s episode One day you’ll want to sell your MSP. It might be years away, but it’s a good habit to start to look at your business now,  in the way your potential buyer will in the future Want to get even more traffic to your website? An SEO expert joins Paul to reveal what else you can do to optimise your on-line presence Speaking of your website, have you heard about ‘exit intent pop ups’? And are they right for your website? They could help generate more leads… Paul explains more Plus, how about an amazing prize for life?! In the show this week you can win a lifetime membership to the MSP community The Tech Tribe Show notes Out every Tuesday on your favourite podcast platform Presented by Paul Green, an MSP marketing expert In talking about the importance of running your business as if you were trying to sell it, Paul mentioned the great book Built To Sell by John Warrillow (and his podcast) Register for a free copy of Paul’s book Paul mentioned Google Optimize when discussing the benefits of testing an ‘exit intent pop up’ Producer James Lett told you about the chance to win a lifetime membership to the Tech Tribe – enter HERE (closes midnight Sunday 11th July 2021 UK time) Paul’s special guest was Joey Donovan Guido from Cuppa SEO Web Design and the author of A Holistic Guide to Online Marketing, talking about how to get more traffic to your website In the conversation, Joey mentioned BrightLocal (that could help you with citations) plus Google My Business Many thanks to Christian Fleming from Northstar IT for recommending the book Zero Negativity by Ant Middleton On July 13th Paul will be joined by the business guide Steve Preda, talking about how to make your MSP self managing, fast growing, and highly profitable Please send any questions, ideally in audio-form (or any other feedback) to hello@paulgreensmspmarketing.com Episode

Francis "Ted" Fay is a marketing leader with strategic vision and a hands-on approach. He's the founder of 2 Find Marketing where he helps his clients as a digital strategist, combining business plans, short term needs, marketing technology, team and partner capabilities to deliver digital transformation programs.He's comfortable working with both public companies and those in private equity environments. Prior to founding his firm, he's had experience in managing P&L, including capital, marketing advertising, and staffing budgets.Ted has deep, broad based marketing experience from strategic planning and new product development through product launch, sales training, new customer acquisition and lead generation programs, and channel management. Equally familiar with local, dealer and franchise marketing requirements as with international needs.He's a digital and e-commerce leader, developing and implementing successful marketing programs and technologies including: search engine optimization (SEO), pay-per-click (PPC), social media management (SMM), product information management (PIM), content management systems (CMS), web analysis and analysis (Google Marketing Platform's Google Analytics, Google Optimize, Google Tag Manager and Google Data Studio). Reach Ted at: https://www.linkedin.com/in/tedfayhttps://www.2findmarketing.comtedfay@gmail.com***************************************************************************If you'd like to talk to Terry McDougall about coaching or being a guest on Marketing Mambo, here's how you can reach her:https://www.terrybmcdougall.comhttps://www.linkedin.com/in/terrybmcdougallTerry@Terrybmcdougall.comHer book Winning the Game of Work: Career Happiness and Success on Your Own Terms is available at Amazon. 

Demystifying Conversion Rate Optimization and Data Analysis to Maximize Your Store's Profit and Potential All the way from Kenya, we're proud to welcome Ann Njuguna, a data analyst, web developer, and conversion rate optimization specialist with a keen eye for detail.We're even more proud to say that Ann is one of our team members at Budai Media, making this episode of The Ecom Show a special in-house episode! You'd be shocked to know just how many businesses are entirely neglecting CRO these days, even though it's more important than ever to get on board with this ever-growing field. Sit down and listen in as Budai Media's founder Daniel Budai, and our very own CRO expert weigh in on a variety of topics like: ✔️ How data collection and CRO have evolved in the last several years ✔️ Which businesses should start thinking about CRO ✔️ Optimizing for mobile or desktop ✔️ The best tools for data analysis ✔️ Are there quick hacks for better CRO? Then and Now Before Ann got her start in CRO, she specialized as a web developer. In the six years since she chose to focus on CRO, lots have changed!We see more ecommerce businesses and companies in general focusing on data collection. Before, it was also quite tricky to find an ideal customer for CRO because not many people understood its value, but Ann has noticed this is rapidly changing. People are starting to wake up and understand its importance. Right for Your Business? Should my business be focusing on CRO just yet? That's an important question to ask with an easy answer to give: Yes! Regardless of what product you sell, Ann says that any webpage with a goal in mind, whether it's a video to be watched or a button to click, you should be thinking about CRO.To dive deep and figure out what issues plague your website's conversion rate, it's essential to have enough reliable data to make an informed hypothesis and decision. If you haven't received enough traffic to your website, you can still make note of trends you see and try to figure out why certain things are or aren't working. Desktop vs. Mobile Which one should you optimize for? The easy answer is both, but that isn't always feasible for companies depending on money, human resources, and time. The more complicated answer is that you should truly consider the nature of your product and your audience before you make this decision.Ann gives the example of a logo or graphic design company that creates graphics and says that their clients are most likely using desktops due to the nature of their work and the software they will use when they receive their order. On the flipside, fashion brands usually receive more casual shoppers on mobile devices, so it pays to think this through! Right Tools for the Job Google Analytics does a great job delivering a well-rounded arsenal for data analysts and CRO-focused individuals, but it's hardly the only thing you should be using. For optimization and data collection, Ann recommends Google Optimize for more basic stuff, while Optimizely and Visual Web Optimize are more high-tier tools.Segment, Heap Analytics, and Mixpanel are also excellent tools to have in your arsenal, while for testing and heat maps, Hotjar, Crazy Egg, and Usertesting.com are incredibly useful. Easy Hacks and Quick Fixes? It might not be what you wanted to hear, but there are no quick hacks in CRO!The best bet is to follow the process because what works for one store might not work for another. Instead, collecting data and identifying leaks in your customer journey is vital, along with testing your theory multiple times.The thing with CRO is that it is a never-ending process, so don't get too comfortable if you've seen a boost in your numbers. Competition is always nipping at your heels, so if you don't think it's crucial to improve your user's experience constantly, other companies will swoop in and take your customers! If you would like to work with Ann and see how she can help you fine-tune your website to produce better results, feel free to contact us! Follow Daniel Budai: Daniel's LinkedIn Daniel's Facebook

MDP | Modern Dealer Podcast - CTA's, Conversion Tools, Google Optimize + 4x5 YouTube Video Ads.

Why Website Conversion Optimization Is The Hidden Gem Of Ecommerce For this week's podcast episode, we're joined by Conversion Rate Optimization expert Justin Christianson from Texas, who's been in the digital marketing realm for over 20 years! Now he's a bestselling author and co-founder of his own agency, Conversion Fanatics. Despite only offering CRO as a service for the last seven years, he's truly seen everything there is to see with regards to ecommerce. Sit down and listen in to learn about the biggest mistakes business owners make with their websites, so you can skip the suffering and find your own success much quicker and much easier! You can gain insight into: ✔️ The best tools and apps for CRO ✔️ Qualitative vs. Quantitative approach to Conversion Rate Optimization ✔️ Last-minute CRO tips for a successful Q4 ✔️ The best ways to set up your Shopify store ✔️ Avoiding gimmicks, listening to the customers, and thinking long term Tools of the Trade Everyone has their preferences, but Justin has been in the game a lot longer than most. Over the years, he's preferred to use Convert.com as his primary diagnostic tool. Google Optimize doesn't play so nicely with Shopify, so he appreciates Convert.com's data and its arsenal of tools. As far as apps go, Justin thinks simplicity is critical. If he had the time, he would custom code his own programs to avoid the pitfalls of popular apps that overcomplicate things. Too many apps can crash a site or do more damage than good, but he does mention that Justuno and Klaivyo are two notable exceptions everyone should use. One Size Does Not Fit All If you own a brand making six-figures annually, you shouldn't be deep-diving into the data just yet; there simply isn't enough to study early on! Justin recommends taking a qualitative approach early on instead, focusing more on the customer experience. Listening to your customers can be the most valuable thing you ever do. Exit polls, surveys, and heat maps are your best friends! If you are making seven or eight figures per year, you can start thinking about optimizing your website to bring up conversion rates and increase your Average Order Value. CRO is only effective for brands with lots of traffic and over 300 orders per month, the bare minimum to start taking a quantitative approach. CRO Tips for Q4 Simply put, CRO is not like any other form of marketing. Buyer behavior and buyer experiences change drastically in Q4, so Justin says you can throw everything you know out of the window. Your best bet is to make sure your site is ready to take on heavy traffic, help it run smoothly, and trust in the process. Justin also notes that if you want to build trust, don't try to make a quick buck with gimmicks or “grey hat” tricks. Customers will be scared off by fake countdown timers and lies about product scarcity. Simplicity is Better Justin stresses the importance of simplicity, opting to use powerful imagery rather than wordy texts. When people ask him what the best Shopify theme is, he says the free one you get right out of the box, of course! Daniel and Justin also mention that the product page is the most important part of your store, and it's where brand owners tend to lose most of their traffic. Since most ecommerce shoppers are browsing on mobile, you really only have six inches of screen to impress them, so don't waste space with credit card logos, security icons, or other unhelpful items. Think Long Term Conversion Fanatics won't even work with shortsighted ecommerce owners hellbent on making a quick buck. He rolls his eyes when he sees countdown timers or overused discounts being offered. It's not easy to see the big picture, but your business will benefit from it if you can think long-term. Be patient, trust your product, and above all else, listen to your customers! Follow Daniel Budai: Daniel's LinkedIn Daniel's Facebook Follow Justin: Justin's Social Media Justin's website

I don't think there is a topic we're more passionate yet equally in the dark about as CRO. For every dollar a business spends on Conversion Rate Optimization (CRO) they get nine back – which is a staggering statistic. You immediately see ROI if you use a CRO expert who is good at what they do. There is an entire user journey that happens with CRO, and those businesses that embark on the journey can massively grow their business quickly. Jon MacDonald is the CEO and founder of The Good, a Conversion Rate Optimization firm. The Good uses data science to help brands turn their traffic into customers by tracking everything on their site and using the data they collect to come up with solutions for growth. Some of the world's largest companies convert their website visitors into buyers through their services. Jon is here to talk to about this little known powerhouse toolkit for both buyer and sellers. Episode Highlights: What Jon looks at before starting a CRO project for a client. Where CRO fits in for buyers and sellers in the e-commerce space. The four key areas of data to be looking at to optimize e-commerce conversions. Why CRO gets ignored so often. Helpful dashboard elements for the three types of online businesses: e-commerce, SaaS, content-based sites and how those elements improve business. How microgoals can add incrementally change your flow. What CRO advice Jon has for someone who may be getting ready to sell a business. Where The Good gets their information and what they do with it. AB testing tools Jon recommends for a new business owner getting started. How much time an entrepreneur should spend studying and preparing for a good CRO approach. How CRO practice can increase asset value exponentially for sellers and buyers. The benefit of working with an outsourced CRO team. Transcription: Joe: Mark, one of the things that we see happen often is people—we go to these events that we sponsor, meet some amazing entrepreneurs, and sometimes in little pockets of them you hear people talking about their top line revenue. It's really not what the focus should be. In many cases, it should be about their gross profit, their processes, and what they do to optimize and maximize their bottom line revenue. Because ultimately that's what the value of these businesses are based on. And as I understand you had Jon MacDonald on from The Good talking about CRO; Conversion Rate Optimization and how important it is to drive that up and what a great return on investment that can be. Mark: Yeah, that's right. I don't think that there's a topic I'm more passionate about yet equally horrible at than I am CRO; Conversion Rate Optimization. It's such a phenomenal field and when we look at what you can do using CRO techniques and methodology with a business it's rather remarkable. In fact, Jon quoted me a statistic in here that for every dollar a business invests in conversion rate optimization on average they get $9 back which is really, really amazing. I know that in the past I've hired a conversion rate optimization expert. And they cost a lot of money, right? So I was paying out I think like $2,000 a month. But you know what the first thing they did was? They saved me like $6,000 a month in advertising costs. Joe: That's incredible. Mark: I mean it's a net win. You're immediately seeing an ROI if you have somebody good at what they do. And when we think about CRO oftentimes we think okay we're going to change the color of this button bar, we're going to change the title on this, we're going to increase our sign-ups. What Jon and I talked about quite a bit more is the fact that CRO is much, much bigger than this. There is an entire customer journey, there's an entire user journey here, and there are all sorts of points along the way where this journey can be optimized and can be made more efficient for our clients. I know I've talked to clients in the past who have grown businesses massively by just spending literally years doing this and their traffic doesn't substantially change. But their revenue changes and their bottom line earnings change as well. It's a discipline that most of us ignore; low hanging fruit for almost all of our businesses. We should be doing it. Jon and I got to talk about some of the methodologies that you need to implement in order to really get going with some CRO optimization of any business for that matter. Joe: I think it's going to be a fascinating podcast. I'm going to listen to it myself. Before we jump to that folks be sure to tell us what the movie quote is. Send us a note so we can give you a shout out on the podcast. Alright, let's jump to it. Mark: Jon thanks so much for joining me. Jon: Thanks for having me. I really appreciate it. Mark: If you could can you provide a quick background on yourself to all the listeners? Jon: Sure. So I am CEO and founder of The Good. We are a conversion rate optimization firm. Now what that means is we help brands to convert more of their existing website traffic into customers. So we do that through data science. Helping brands to track every click and movement that's happening on their site and using that data to understand where people are dropping off in the process, why they're not converting, what's engaging and not being engaged with, and how to solve those problems. Mark: That's great. CRO is something of a—I wouldn't say a hobby of mine, I'm not very good at it but it's something that I'm fascinated by. I love the idea of being able to grow and sometimes pretty significantly grow a business without adding more traffic and scrapping forward for that more traffic but basically by improving that customer experience to the point where everything just kind of smoothens out and it just opens up more traffic internally but with the revenue of course; the conversions and everything else. Now in my understanding with your firm you guys have done some work with private equity firms as well that are coming into an acquisition of a web-based company and want to find some of those opportunities. Can you talk a little bit about that and maybe some of the scenarios that you've looked at there? Jon: Yeah. So typically when you're buying an e-com company the first thing you're looking to do is optimize the return on the investment you've just made. And that's why a lot of folks end up with us. Typically these brands have a lot of traffic coming in already. They're spending a bunch of money to drive traffic to the site but perhaps that's just not converting at the level they'd liked or they're not seeing as high of a ROAs or return on ad spend as they would like to see and they see that that's an opportunity for optimization. And that's typically how we end up starting those conversations. It's not unfamiliar with us. A few brands we've worked with have increased their conversion rates, gotten their ROIs up and then made an exit right after. So it happens on both sides. Brands who are looking to make a purchase and or have made a purchase come into us to help them to kind of optimize a little bit and then also companies who are looking to improve their site and optimize it as they get ready to sell and want to increase the value of their company. Mark: I often think that the CRO portion of a marketing mix is one of the items I think it's ignored the most often and is often one of the lowest bits of hanging fruit. And one of the things I think people forget about; I forget about it myself but CRO actually has kind of a double whammy effect for you, right? I ran an experiment on another business that I owned outside of Quiet Light Brokerage for getting people to sign up and I know my numbers pretty well. I know that every person that signs up even though they're signing up for free the value of that client is about $10, right. So I said okay I want to increase these free sign-ups more. But the result was I did increase the sign-ups, I did increase that conversion rate pretty significantly but the other benefit of that is that my cost of acquisition dropped. So not only was I getting more out of what was being sent to me but my advertising dollars dropped at the same time. And so I had this double effect of seeing an increase in my ROIs on both sides just from focusing on one thing. When you're talking to somebody who is preparing to sell; let's say it's an e-commerce business, what are some of the areas that you start to look to see where can you—what are you sort of tracking at a CRO project? Jon: Well, the first thing is are they tracking the right data? True conversion optimization should not be about going down a checklist of best practices. You can find those and Google those online and I can tell you that really the most effective way to optimize a site is to base it on every click and movement of your specific sites visitors and to make data back decisions on those actions that are being taken. So the best way to do that is to make sure you're tracking the right data. Now, of course, you want to follow GDPR and all of the other privacy regulations that are in place. So all the types of data that you really should be tracking are done in aggregate meaning it's not personally identifiable information. And really you don't need personal identifiable information. But there are really four key areas of data that you should be looking at. The first of course is Analytics. If you're looking to sell you're likely going to have Analytics and the buyer is likely going to dive into those Analytics. So if you're looking at something like Google Analytics out of the box let's be honest here it's meant to help you buy more Google Ads. So it's not that helpful in terms of optimizing your site. Now the best way to do that is to build some dashboards in Google Analytics that are more focused on conversions. And also make sure that you're tracking the right events on your site to get that data in. So that's one of the first places we look. The second pieces of data are interactions on your site in terms of content. So looking at things like heat maps; where are mouse movements happening around the site, click maps where are people clicking on a page, perhaps they're often—we almost always find that people are clicking on things that aren't clickable, and that's a good indicator that they should be. So it could be as simple as that. You know we also want to look at scroll maps; how far down the page are they going. We do eye tracking as well to understand what people are looking at and how long they're looking at that content. Lastly—well third I should say you want to do what's called user testing. So we've just talked about all these quantitative pieces of data that really tell you what people are doing. But it's really hard to get the why behind that from all of that data we just talked about. So user testing comes in and helps us understand why. Now, this is where we send people to the site who match the ideal customer profile and we ask them to complete tasks. And while they're completing those tasks we are recording their screen and their audio and we also have trained these people ahead of time to talk out loud about the experience that they're having. So they're going through a site and they're saying hey I'm trying to find this page and I can't find it in the navigation or understand how to get to that content that I'm looking for, I don't understand what the value proposition is here, or just common struggles that they might be having. And that really kind of coincides with the numerical data to tell us not only what they've done but also why they're doing that and it gives us some context behind that. And we really we do what's called remote unmoderated user testing. And what that is is a software tool we use usertesting.com most often. And what that means is it's a piece of software that lives on their home computer that allows us to collect all this data so they can do it in the comfort of their own environment as opposed to somebody standing over their shoulder. Now we've done both. We've been optimizing sites for over 10 years now and we've done both. And what we found is that we get much better data when its remote unmoderated. The people are comfortable and they don't feel pressure to come up with something on the spot and always be telling us what they're thinking. We just find it naturally happens when it's remote and unmoderated. So that works a lot better. The last piece of data is A-B testing or multivariate testing. This is where you say you have 100 people coming to a site, you can segment those visitors and show 50 the current version of a page or even small change on the site, maybe moving content around on a page, or adjusting some headlines things of that sort. And then you would show 50 the alternate page and you test some metrics out of that to understand which one is doing better; the page that exists or the changes that have been made. And we can get really large tests like changing entire pages or we can go really, really small like just changing one headline and seeing what the differences would be and then stacking a lot of those tests and the variations of those tests to truly understand how to optimize each step of that funnel again based on data. So instead of just guessing and launching those changes with this piece of data you're actually letting the consumer's actions, your specific sites visitor's actions and tell you what should be done to permanently change on your site. Mark: Okay. So I think that explanation was just great. I love the framework that you set up here but I think you just explained why CRO gets ignored so often. And that is there is a lot of stuff to set up here and to configure and I just let's start right at the beginning with Analytics. You're right right out of the box how useful is Analytics. It's interesting. You get to see how many people are coming to your site. You can see what pages are popular and some decent information out of the gate. But really Analytics starts to blossom when you start building dashboards and segments and everything else. But getting into that; I mean that's kind of a discipline in and of itself. Jon: Of course. Mark: I know we could probably talk about this all day and different dashboards for different types of businesses, what are some things that are some useful elements with a dashboard that somebody might want to consider building? And I want to break this up into maybe three different types of sites. And if you don't work with any of these types of sites that's fine, just let me know. But e-commerce would be one, SaaS would be another, and then content-based sites that are really looking more for that user engagement and reading and how much are they digesting the information. So what are some dashboards that you would recommend people look into for each of these? Jon: Well, there's a couple built into Google Analytics that get ignored pretty quickly. On all three of these sites it would be helpful. But the first is page flow. What is the flow that people are taking through the site? And most people ignore this because in Google Analytics the view is one where it shows the funnels but then has lines drawn between them and it looks extremely complicated at first. So most people see that, they get overwhelmed, and they leave and don't really pay attention to the data. But there's so much rich data there you can dive into. And you don't have to do anything other than have the snippet on your site. So it's not requiring you to set anything else up necessarily. So that's a great place to start. For e-com businesses we often find one tidbit; a lot of companies no matter what their size is when they first come to us one of the first things we always check is do they have the e-commerce tracking engaged. It's one button to turn on and off. So many brands don't have that turned on and they lose so much rich data that Google automatically starts sorting through and looking for. So for e-com just having that turned on could be amazing. And it's so easy. Now in terms of metrics that we're looking for on e-commerce conversion rate in terms of to purchase but also what are the other metrics that you're looking for? We call them micro conversions; things that you know people are doing that influence that purchase. Is it signing up for an email? Is it where they visit certain pages on your site? So we know that if they are visiting or even just like a great instance of this is if they're visiting a product detail page but then they click to read more of the user reviews. That's always a great indicator because what we find is consumers who read reviews convert much higher. Because often consumers are going to trust the content that's in reviews much more than what the brand even says about their products because it's coming from people like them. They also; for a clothing site for instance or shoe site, it's really helpful because they will use that to better understand sizing, especially relative sizing. So a medium runs a little larger you're probably going to want a small things of that sort. That's really, really helpful for people who are really there to dive deeper and answer specific questions that are all buying questions. Mark: Let me stop you on that real quick because let's say that you start measuring these micro goals. What does that give you? I mean I would imagine a lot of the people that are taking those actions already have a high user intent. Jon: Right. Mark: In my head I'm thinking okay let's say sizing options, you said I want to increase the number of micro-goals of people checking out the different sizing options. Does that really increase each individual user's intent or you're really just more making the flow easier for those that are already there? Jon: Both. If you're finding that out of 100 visitors that 50 of them are looking at sizing and of that 50, 25 convert you really want to try to influence that metric. So if you know that people are looking for sizing then make that information surface at higher so it's easier to find. Now people only visit websites for two reasons. This is outside of Facebook or anywhere that you're just trying to maybe perhaps spend some time; kill some time. Now they are there because they have a pain or a need and they think that your website can help solve that pain or need. And two once they realize that it can or they believe that it can, they want to do research on how to convert as quickly and easily as possible. And that means that they've done that research and now they're ready to purchase. So you need to make those two things as easy to do as possible. Now it sounds pretty simplistic but understanding as you go deeper on those what people are looking to research and then surfacing that information as high as possible is really important. So making that as easy to find and do that research. So if you know that people who convert always are looking for sizing information but they have to go into the reviews to find it. That's a problem. So instead make it easier for people to understand what size they should wear. And if that's the case they're going to convert much easier. And then when they're ready to convert it'll make that checkout flow, that conversion process as easy as possible. And when you look at lead generation sites which is the second one of this one that you've mentioned, it's the same thing with form completions. We often work with companies who have made it very easy for somebody to come to the site and do research about what particular products or offering that that company has that aligns with their need. But we also see at times the consumers come to the site and they're looking at the home page and the value proposition is not clearly stated. And so how many times have you been to a B2B service page website and you look at it and you said I have no idea what these people do. So that can be a big challenge; just understanding is the consumer in the right place and allowing them to do that research. But then once they get to the form they're asking for a ton of information that isn't really necessary at that first step. So they might be asking how many employees do you have, or what industry are you in; all these things that could have been filtered prior to them filling out a form by just saying this product is best for people who have this many employees, this much revenue, this industry, and things of that sort. So trying to help people understand if they're in the right place and how to convert as quickly and easily as possible can apply to both e-com and lead gen. Mark: That's helpful. Let's go on to one of the other ones here and that's the scroll maps and click data. A, where do you get this sort of information? Do you have any servers that you recommend? And then B, once you get in what do you do with this information once you start to get it? Jon: Yeah. So Hotjar is likely your best fit. Now there are tons of different heat mapping softwares out there right now. Crazy Egg is another good one. There's a few of us who—we find Hotjar has the most reliable data and also for the cost has the best benefits. So I believe it's about $9 a month and it's totally worth the data you get back for $9; easily a large return on your investment there. Now, what should you do with that data? Well, Hotjar will let you track again all the mass movements that happen on your site and give you a heat map of those. Now for those people who aren't familiar with the heat map it just shows you from red to—and then cools off from there; so red, yellow, green, blue, and then the lack of colors where people didn't use their mouse at all on a page. So it allows you to really look at that and say where are people interacting. Now, a quick tidbit on this; on desktop, your eye will follow your cursor. So heat mapping is not so much about the cursor movement as it is about a good indicator of where people are looking and what they're engaging with on your page. Understanding just where a cursor is going on a page is not as helpful. So that's a better way we think to look at it is what content are people engaging with. And that's what's really helpful there. Now, what can you do with that data? Perhaps you find that there is a piece of data that you had found earlier that people really engage with every single time they purchase. Well it's really helpful to surface that content up higher on the page and then track whether or not people are engaging with that over time; so testing that by understanding what content to engage and moving that content to a different area of the page and then looking at the heat map to see if it's being engaged with. Mark: So let's move on then to A-B testing and this is a personal pet peeve of mine because all the tools out there just feel—at least that I've used feel expensive and kind of shoddy and maybe I'm not using them right. Are there tools that you particularly recommend? What do you think about let's say Google Optimize as a free option there? And we'll start with that. I would also like to get into setting up experiments that actually make sense. Jon: Right, of course. Mark: Let's talk first about the tools. Jon: So there are a numerous number of tools for optimization as you mentioned. It's pretty common now to try to sell a whole optimization platform; so one tool that can do everything. The great thing about Google Optimize is that it doesn't do that. It focuses just on running those tests. And it also integrates extremely well with Analytics so you can pull segments out of Analytics that you've set up and run tests just for those segments. Now it is free and it does have some limitations in the sense that you can run a limited number of tests at the same time. There are some ways to get around that. I would be happy to chat about that with anybody at some point but really the idea here is Google Optimize has come a really long way over the past year. It has in terms of pure testing the same functionality as a platform like VWO or Visual Website Optimizer which is another one that I would tend to recommend if you want to get over the number of tests limit that Optimize has VWO is a great tool. It works extremely well for the testing side. It has a whole bunch of other functionality that at The Good we don't typically use. But if you're looking for a full platform it could be okay. And then if you're in the enterprise space Optimizely is really the gold standard. They were the first really solid tool. They made a shift about two years ago to focus exclusively on the enterprise side. So we still have some clients that are on their legacy plans from five to six years ago that are paying 200 bucks a month. They don't offer anything like that anymore. It's now probably closer to 10,000 a month just for their platform. But if you are looking to optimize every experience; your mobile experience, and your app experience, and your desktop or web experience as well Optimizely is really where you'd want to play. But you need to have the budget and the traffic levels especially. This is another thing and I think most companies tend to want to jump into running testing but they don't have enough traffic to do it. And they sign up for something like VWO and start paying the fees for the platform and they aren't seeing the results very quickly. That's where it can get frustrating. You really need to make sure you have enough traffic to be able to see statistically significant results in a meaningful timeframe to get the return on that investment. Mark: What would you recommend for sites that have low traffic amounts? Jon: I would recommend playing around with Google Optimize but running bigger tests. So what do I mean by bigger tests? Try changing an entire page content; don't just change one piece of content on a page. So the bigger the test the quicker you're typically going to see some results positive or negative. Now it's hard to get fine-grained but testing even bigger tests like that you will see increases in the key metrics that you should be tracking like conversion rate, average order value, things of that sort that really are going to drive impactful meaningful improvement for your brand. Mark: Yeah, that's great. I've noticed the same thing in the testing that I've done there where—and this leads to the next segment that I wanted to talk about that and that is saying that meaningful tests where the whole sale page changes. I just ran a test on another business I own where we did a whole sale page difference and the lift was significant. It was almost definitely the conversion rate on a completely different page design. When you're setting up a new test especially if you're coming in cold and say that you bought a business and you're now working on different ways to be able to grow that business that you just acquired, where are some places that you would typically start with testing? Let's assume that there is enough traffic there to be able to run more of this fine-grained sort of tests. Would you recommend some of these bigger tests to begin with or maybe a more nuanced approach? Jon: I would typically recommend a little more nuanced approach that is based on the results from that user testing. So by starting; I mentioned four areas and I mentioned the A-B testing last because the other three are really going to help you determine what you should be testing. And that's almost as important as running tests at all. So if you are going; there are so many brands that we see that just sign up for these platforms to run tests and start running tests and they just randomly cherry pick ideas to run but they don't have any hypotheses behind them or data to back those up. So really again understanding the data has to come first so that you can make some data back decisions about what to test. Now, what's going to be impactful? I'll tell you that if you start reading general articles online about testing the first thing they're going to say is things like button colors, or maybe a headline change, or image change. Those very rarely actually move the needle. So you need to find that balance between a whole site or a page change and changing one small element on the page because it's in the middle where you're really going to see the results. But also the best way to be thinking about this is the testing needs to be a three or six-month plan. So that doesn't mean that you should expect one test to run that long but you should be thinking okay I'm running this test to make what learning do I want out of that test; positive or negative change? That's fine but you should always be learning something. In fact when a test doesn't have the outcome that we want here at The Good or that we were expecting I should say we don't call it a failure; we call it a learner. Because we're always learning something out of that. That will influence what the next test is that we want to run. And then you continue to stair step that. Conversion optimization should really be thought of as an iterative compounding effect over time. There's nothing that you're going to change on your site that is going to double your conversion rate overnight short of massive discounting. And I just call that margin drain. That's not an optimization. So you really want to be thinking about this in small incremental gains. That each test is going to help you get that will have a compounding effect over those three to six months. And so impactful tests are ones that you know are building the foundation for a larger change that you would like to see. Mark: Talking to about this it seems so clear that you're setting this up into almost two distinct steps, right? The bulk of what you suggest of these four suggestions really relies and rests first on having good data and a good data framework for understanding your site and your business and knowing what sort of metrics you want. And once those metrics are set up then you can take a look and say okay well let's look at this or what would happen if we were to change this micro goal? Does this micro goal really have a correlation with revenue or is it just something that we're kind of seeing right now? Maybe there is no correlative effect. Maybe we can increase a micro goal and it doesn't change anything at all. But I think the challenge then becomes not necessarily how do you run a really great A-B test but how do you set up a really good framework of data and data collection and those dashboards as well. What advice would you give to an entrepreneur who's thinking about their business and saying okay I know I need to get data on my business, I know I have Analytics set up maybe I turn on the e-commerce tracking but I've not ever created segments. I don't really know how to use segments; 10,000-foot view, what's a way that we can instruct the entrepreneur here to just start understanding what they need to start setting up for a good data framework? Jon: Well I mentioned the other three areas besides A-B testing and you don't have to go super deep on those. I know there's—you could. As you mentioned earlier we could spend a whole hour just talking about each of those individually perhaps. I think you need to start somewhere but just having that data tracking in place and then paying attention to it; look at it once a week spend; set an hour side on your calendar, just spend an hour once a week looking at that data. You will start to see trends. You will start to see things that help you to better understand how people are engaging with your website. And just giving that that hour per week will put you miles ahead of the competition because you're going to start to see those trends and the actions that people are taking on your site. And you'll start to have empathy for how they use your site. Now I often like to say that it's really hard to read the label from inside the jar. So many site owners or brands or e-com managers what they do is they build the site and all the content and the navigation for them because they know the product. But what happens if somebody comes in via Google to search in a topic. Google thought that site might be the best answer they send them there. They're missing all of that knowledge about the products they sell. So when they go to the navigation and if it's not set up appropriately the consumer has no idea what they're looking at or how to figure out what product is the best one for them. So that's another way that user testing can really kind of help. It's brief empathy for the end user and helps you see it from that perspective as opposed to somebody who built the site or is on the site every single day. So I think two things; one, just have the data and look at it and you'll start to build up that empathy. And that's really going to help you understand what you should test and where you should go from there. Then secondly you can really start to dive deeper. You can then say oh I want to run scroll tracking on these pages because I'm finding that people aren't reading this type of content that's further down the page and I want to verify that. So you start to post questions. It's not about the data; it's really about asking the right questions once you have that data in place. Mark: You're echoing exactly what I heard at Traffic & Conversion this past year. I went to a CRO talk and one of the bits of advice that he gave was to start with the questions that you want answered because then the reports will build themselves. If your question is how many people are signing up for this email list and then taking a second action well now you know the report that you need to build there is a report that shows just that information. The other thing that you're saying that I think is fantastic and this is the trend in marketing in 2019 and frankly it started I think as early as 2017 and has been building steam and that is this personalization; both of the user experience but also in the way that we think as far as marketers and the internet is no longer just a big cold faceless place. Let's start putting a face to those numbers that we're seeing in Analytics and understand those are real people, real eyeballs and what is their experience like. And what you said you have some empathy for the user and what they're going through because then you can start asking those questions and building the reports. And then once you build the reports, you've answered the questions, now you can start forming the thesis of okay this is what we're seeing as far as the answer to this question. Now finally once we get all this in place lets A-B test. Does that summarize it? Jon: Yes; very, very well. Mark: Awesome. Alright, let's talk about wins. Jon: Yes. Mark: I could do your job. Jon: I'm looking forward to it. Mark: I know that for a fact. Let's talk about wins. Let's talk about some of the—without getting and divulging clients or anything like that, let's talk about this is what you want to put on your site as far as the testimonial because it's eye-popping and then also the realistic sort of wins that you would see say over six to 12 months from a CRO campaign. Jon: Yeah. You know on average we see about a 9:1 return on investment. So for every dollar that's put into conversion optimization on average, you're going to see about a $9 increase in revenue. Now there is not one single metric that you can do that's going to have a bigger impact on your site than focusing on conversions. But I think the industry of conversion rate optimization gets shoehorned often into that one factor which is conversion. We've talked about a lot of different metrics today that really need to be improved and optimized and that all goes back into conversion optimization as a whole. Of course, average order value, cart abandonment rate, we talked a lot about ROAs and return on investment of ad spend. I think in a lot of that is what needs to happen there. Now specific wins, I have a bunch of case studies up on our site. They're public so I'm happy to talk about some of those. For instance, Easton Baseball; if you don't know who Easton Baseball is they make aluminum baseball bats mainly and softball bats. About 99% of college swings are done with an Easton baseball bat. They pretty much own baseball bats for Little League. And if you're a Little League player you're going to use one of their bats. Now, having empathy for the consumer; what we found when we came into their site was you go to their product page and it would be a wall of bats. Now if you imagine what a bat looks like online and you see a whole bunch of them. You have no idea what the differences are, right? And they're just maybe different colors but you really don't know because you can't feel the weight difference or really see how the size differences of the bats online that well. And especially if you're a parent with a kid in Little League, you have no idea what bat you should be buying. And we did a bunch of user research and what we found was that consumers were coming to the site to buy a bat for their kid and they would buy the bat take it to practice and had spent a couple of hundred dollars on this bat and then the umpire tells them they're not allowed to swing with that bat. Now the reason is that all these different Little Leagues have certifications for their bats and if their bat does not have that certification stamp on it you can't use it. Also, either your kid swings for the fences or he's just trying to get on base. And there are different types of hitters, and different bats fit with different types of hitters. There are also different price points that parents want to spend. So there's some that might want to spend $100, some are willing to spend 500. It really varies. Using just those three metrics what we found was that so many parents are buying the wrong bats that they were getting frustrated and there was a high return rate. They were calling customer service quite a bit. Well, what we did after learning all of that is we built up bat finder. So instead of having parents navigate through all these bats and look at all of them and spend time trying to figure that out, they simply just answer three questions and those three questions kicked out three or four bats for them. And so these are the ones you should really look at. Now once you got to those bat pages they often had; Easton had put in a ton of technical terms that were branded around what the bats did. So I can't remember the names exactly but instead of just saying this bat reduces sting because with an aluminum bat if you hit it really well and you're hitting for the fences you can sting your hands really bad. And Easton has some wonderful technology that eliminated that bat sting and still let you get the great pop of the bat to hit it over the fence for a home run. Well, what we found was they had branded that term instead of just saying it reduces bat sting they came up with some random term for that. And consumers didn't know what it meant. So we helped them solve that problem. And that was found through user testing and just having empathy for what the consumer is going through. So we fixed those two things on their site and they saw over 600% increase in revenue year over year and their conversion rates skyrocketed. I think it was 187%. And you know when you think about it just having a little bit of empathy and making those two small changes can have such a big impact. And that's really what conversion rate is about. It's understanding what people are doing, what they're not doing, and how they're engaging, and using that data to then inform what should be changed and tested on a site. Mark: Yeah. And just to put this in terms of acquisitions; bringing it back to really the subject of this podcast here, I want people to think about this in terms of what I mentioned earlier on the podcast. If you're seeing a 600% increase in your revenue which is phenomenal you're also seeing a reduction in your cost of advertising to acquire a client which means your bottom line margin is actually probably improving more than that 600%. And that's an assumption on my part. But let's for the sake of argument just say that it also is increasing by 600% at a minimum, it might be even increasing more. And now you're taking the multiple approach of maybe for an e-commerce business 3, 3.5, maybe 4 and you can start seeing how much you're growing the asset value of a business that you own; maybe you acquired or you're preparing to sell. You are seeing significant gains in that asset value of what you're hanging onto to the point where the numbers really become kind of silly to even say it because it doesn't sound believable. But that's the low hanging fruit of CRO is the money that you said 9:1 investment to payback ratio. That's phenomenal and for preparing to sell or buying and trying to grow a business asset value you're not only getting that 9:1 you're getting the multiple on top of that as well. That's phenomenal. Jon: Yeah. And I've specifically mentioned Easton because it's a public knowledge but after about 18 months to two years after we helped them optimize their site and then moved in and help them optimize their mobile as well for even larger gains there they did sell to another private equity firm and had a very good return on their investment there overall and that was almost entirely fueled by the digital side and the effort they'd all put in there. Mark: That's awesome. Where can people learn more about you and more about your company? Jon: Sure. Yeah. So The Good you can find us online at TheGood.com. That's just TheGood.com and you can sign up for our insights there. So if you liked a lot of the tidbits and helpful tactics I talked about today we do produce one great article per week about learning. There are no sales pitches involved it's truly just educational content about conversion optimization; things that you can take home and do to your site and start thinking in this way. We fully recognize that it is really hard for one person to have all of the skill sets at their company to do conversion optimization. I think you talked about this earlier when you said hey you just mentioned all these things and that's the challenge most people have around optimization. It's true. It's really hard for one person to do all of that. And so we try to help educate as much as we can around all of this type of things. But TheGood.com is the best way to get a hold of us. Feel free to email me directly if you have questions. I'm happy to answer questions that come my way it's just jon@thegood.com. And I do try to read and respond to every email. So I will do my best. Mark: Yeah. That's great. And as far as the task list, I mean you're exactly right. The fact is CRO is a mix of being somewhat of a data scientist and there's also a technical side to it as well being able to get all the integrations right and then there's also the creative side as well to understand how to really understand the user testing and how that empathy and then be creative with the tests and ask the right questions. It's very difficult to find somebody who can master all three of those skills and those abilities. So working with an outsourced team; I think CRO is one of those things where doing it alone is probably not the best approach unless you're just really, really some sort of a renaissance man who can have these multiple disciplines. Thank you so much for coming on Jon. This has been an awesome discussion I'd begin maybe because I just love CRO but I appreciate you coming on and sharing some of the tips. Jon: Well, thank you so much for having me, Mark. I really do appreciate it. Links and Resources: The Good Jon's Email Hotjar Optimizely

CRO – Conversion Rate Optimization with Luke Chapman Covering topics including: * Simple AB split testing * Heat Mapping – including crazy egg, hotjar * Clear Call to actions * optimizing and creating a fictionless conversion process * Landing page optimization – Google Optimize, VWO, Optimizly * What are the key areas of a page to optimize * Getting the Simple parts of CRO right Episode Transcript 0:00 – 05:02You spent hours creating Facebook ads you’ve carefully selected Utah guardians and even invested thousands of dollars of your hard earned money into advertising business. So why is it that after all this time and effort he didn’t focus on? Optimizing the onsite experience. In today’s episode. We’re going to talk about conversion right optimization or Sarah. This is the combination of hot and science that’s entirely focused on increasing number of people who hit your website and converting those into customers. My name’s Jerry Doyle, and this is rectal podcast right market professionals from all over the world to help start up found is like you learn the different marketing out foams to grow your business. Hi and welcome to this week’s episode this week. We’re going to be tightly focused around cri will conversion rate optimization. And with join discuss these topping by league Chapman. Who is a digital strategy marketing automation extraordinary who works with red x digital here in Brisbane. We’ve made look welcome to the show. Thanks jared. Fantastic way going to really explore this area, which I feel like it’s one of those areas when you have a business that often gets overlooked. It’s that thing that you stop stopping use. I actually done always worked to get people to my website chilly that can save what’s happening. And I’m just curious. I mean from your from your side, and that’s come my vision of it from your Cy why do you feel or what do you say that conversion rate optimization is selling Poland for a business to get? Right. These days. Yeah. Well, I guess now you’ve spent all the money will time or all three to get people to you website. So if they get there, and then they ended up leaving without in voting into whatever you close as conversion that’s a bit of a a waste of time in money. So you really want happened allies on that make the most of it. Two different ways to do that as some show. We’ll discuss I mean. Yeah. Well, I mean let let’s get into that. Because I’m sure a lot of people who are listening to this have maybe heard of conversion rate, optimization CRO. But it really maybe fully appreciate all the different elements kind can involve because it’s not like traditional marketing advertising this little components. He is. I mean, we’ve got a very short window here. But can you give us a rough idea of the kind of things you might be working on under the umbrella of Sierra? Yes, I really I guess anything that’s going to push people down that funnel towards converting into festival. And just reducing any points of frictional in the way. That can be also things. Jennifer, my point of view do a lot of testing so AB split testing most people hurdles multi variant testing, which is taking that to another level. And then just is experience you just making things as as possible reducing steps. And all there’s all kinds of ice today that list five in some of those. Yeah. I mean, if we’re going to do a simple ABC split test. So might as people get that, you know, you’ve got two options. So he we’re talking about let’s paint us in our in our heads. I’m ginger marketer. I’m blocking traffic to a website. It’s like car insurance website,

Lianna Patch is funny. Not everyone can stand up in front of 150 entrepreneurs and make them laugh, respect her, and want to hire her all at the same time. Yet – that's exactly what she did when I attended the Blue Ribbon Mastermind event in Denver last month (August 2018). When Lianna shares her passion, which is writing copy infused with humor that converts, people make more money. How? Their customers stay on page, get engaged in, and actually read what you write. Oh, and then they buy your product, write reviews and spread the word about your brand. Humor makes people like you. So why not write copy infused with humor? Because you are not funny. Me neither, at least that's what my kids tell me (what do they know…). It is a skill we don't all have, clearly. Episode Highlights: What Lianna does to help clients who come to her with the need for something new. How her techniques to boost add-to-cart conversions as well as purchase conversions. Why it is important to message-match across the board, through the entire purchase and follow-up process. The importance of building the relationship so that if the product is a one-off perhaps that client will be swayed to purchase other items. Lianna shares the biggest mistakes people make when writing online copy. Steps business owners should take to improve copy and what should be first on the list. What makes certain checkouts places that people want to revisit again and again. The importance of grammar and how intentionally not using perfect grammar can work if done the right way. Why Lianna thinks being buttoned up is a thing of e-commerce past. How to grab people's attention with web copy content. Transcription: Mark: Joe you spent a lot of years in the direct response world specifically within the agency world and buying radio ads right? Joe: Yeah. Yes, I did brought a lot of copy. Mark: Brought a lot of copy and this is an area that we're going to talk about today, writing copy. I find for myself when I have to actually write copy it's a completely different mindset from pretty much everything else and it can be difficult to do. Lianna Patch and she is a professional copywriter for specifically conversions right? Joe: Yes Lianna Patch did a presentation at the Blue Ribbon Mastermind in front of 150 entrepreneurs and she writes copy that conversion … calls herself a conversion copywriter which I think is brilliant. I'm sure it's a phrase that lots of people have heard but for some reason, it is brand new to me. Although that's what I did, that's what my contractors did back in my radio days and my online days. But what she did was she infused comedy into her presentation and she infuses comedy into her clients' websites, their emails, their … all of their different campaigns and Mark it works. I'm telling you the presentation was fantastic she gave some examples of what the before and after copy was like and it just made me want to read it. When you go to her website it just makes you want to stay on the website and poke around and look at different things. And throughout the whole podcast, I keep going back to her website and giving examples that I think are just hilarious and make me want to keep reading. And I don't think enough of us e-commerce entrepreneur or SaaS entrepreneurs whatever you want to call yourself infuse the human factor and a little bit of comedy into your content so that people realize you're not just some big corporation that's sending your standard email. It makes a big difference I think. Mark: Absolutely, any time you can get somebody to laugh that's going to loosen them up and also to disarm them a little bit from that and accessible as well. That's fantastic. You need to make sure you send me her website so I can take a look and enjoy some of the copy as well. Joe: Yeah there's some great ideas there you can get right from her website. But this is important stuff, right? Our first line of engagement with our customer is content. There's going to be some visual stuff but there's usually some content as well. So anyone listening that has any online presence or hopes to buy one and do better than the previous owner I would strongly recommend they listen to this entire podcast. Mark: All right, well let's get to it. Joe: Hey folks it's Joe Valley at the Quiet Light Podcast. Thanks for joining us today. Today I have a very special guest, her name is Lianna Patch. Lianna, welcome. Lianna: Thank you so much for having me. Joe: You are apparently funny, you're from Punchline Copy. I saw you … I know you're funny because I saw you at the Blue Ribbon Mastermind. There's no question about being apparently funny. Lianna: Okay. Joe: You said some pretty vulgar sayings in front of a big crowd of entrepreneurs and you could have fallen flat on your face or they all could have laughed out loud. And you did it within like the first 60 seconds and I- Lianna: I did. Joe: We all laughed out loud so thank you. Lianna: I'm so glad. Joe: It made us very comfortable being audacious ourselves so thank you for that. And I've looked at your website and I want you to tell folks about yourself but then I'm going to just like comment on a few things as well. So the for the folks listening instead of me doing that introduction, that fancy thing, why don't you tell us who you are, what you do, and what you're all about? Lianna: Sure. So I'm a conversion copyrighter which basically means I don't just make stuff up I base my copy on customer research and what people need to actually hear. And on top of that, I use humor as a tool to help mostly e-commerce stores and bootstrap software businesses connect better with their customers and retain customers longer. Joe: Conversion copywriter, wow. Lianna: Yeah. Joe: I love that. Did you make that up? Lianna: I did not. Joe: Somebody else coined that phrase? Lianna: I believe we can attribute it to the great Joanna Wiebe. She is a fabulous copywriter. I'm pretty sure she came up with the term conversion copywriting. She's the most well-known one. Joe: Okay. Lianna: And I met her in her first copywriter mastermind. Joe: And we will attribute it to Joanna Wiebe. But conversion copywriter really stands out and tells people exactly what you do. It's pretty quick and pretty direct to the point. Lianna: Yeah. Joe: And you infuse it with humor so I just want for people that are not watching this video on the home page of your website … where is it, it says… oh, I've got to scroll down a little bit, where is it. All right there's something that says something along the lines of … oh my God it's gone I'm on the wrong page. Really. Anyway, it says something along the lines of blank blank blank AF and it's right there in your face funny as AF. And for those that don't have teenagers and don't understand … I'm sorry for those that don't understand what that means ask your teenager because they do. You have a knock knock joke on your website as well and it says "Knock knock who's there and the answer is a shitload of money." It's all good. It's all funny and it converts. So tell us about some of the experiences you've had with people that have terrible copy and how you fixed it and what kind of impact it has on their end mind revenue which is what folks are really looking for. Lianna: Yeah. My favorite type of client to work with is someone that comes to me and says okay we did the thing where we hired a professional copywriter and we come off like really cool and corporate and solid and we hate it and it's not working and we need to be more personal and funny please help because they already know the value. They already know that humor is going to help them connect better. So one example that I have been talking about a lot lately because it's exciting … and it's an e-commerce brand that sells wedding rings, it's called Manly Bands. And I came in and worked on some of their product descriptions. And they already have a super fun brand. They were already using humor throughout. I like to think of them as like the Dollar Shave Club of wedding rings but their product descriptions were very short. And they were kind of funny but they weren't really converting. So I went in, wrote longer descriptions, which is funny for some people because they think oh short copy is better. People don't like to read, people will read if you give them a reason to. And we made them funny and we made them personable and kind of weird and they boosted conversions almost across the board; both add to cart conversions and purchase conversions. So that was a really great test result to just be able to point to and say "hey look it works". Joe: That's great it's a … you know I'm old school direct response, I used to sell stuff on radio. We'd write a 60 second spot ad that had to convert with someone actually calling the 800 number. I started in 1997 as I said before but you have to write copy that converts and get an action. So I love the conversion copy and it's measurable. You also talked about not just on the website where people are looking at the product description, not necessarily in the cart things of that nature. But you really if you have a client and can touch every aspect of their branding campaign do you hone in on the and if yes what kind of things do you do? Lianna: I do try to so I work more on the … I work closer to the purchase and post purchase for attention. That's kind of my jam. So I do a lot of emails. And I really feel like emails are one place we can use humor the most because it's the ability to build that one on one connection. You can be so personal, you can be so weird and funny in email and people will … you know even if it's coming from a brand they'll be like I like this. It feels like a real person in my inbox. Of course, it's top of funnel, sometimes you can scare people away with humor if you go about it the wrong way. It just depends on your brand and how willing you are to test those kinds of things. But if I can I'll address all of those touch points because they should be cohesive. There's got to be a message match between the ad, the landing page, the follow up emails, you know the eventual sale or whatever it is that you guide people to. Joe: I think the instinct of an entrepreneur that's building a brand is to give the impression to the end customer. The first impression is to that hey we're a real company, we're doing things in a very professional manner; which kind of may be boring. I just had a business that won on a contract fairly quickly with multiple offers and his customer service emails and responses were "hey thanks for helping the little guy we're here just taking care of my son join us and really … really appreciate it" that kind of thing. Lianna: Yeah. Joe: I think that does resonate. I think using the word feel, it feels like a real person behind the email. Lianna: Yeah. Joe: And really reaches out and helps them quite a bit. So you will touch all aspects of it from … if you can. From the website to … I mean from the email to conversion, would you do follow up emails after the sale as well and work out as well all aspects of it there? Lianna: Yeah. That's actually one of my favorite things to work on. I was just talking to my friend Val Geisler, she's an awesome email strategist about this and we were talking about especially with e-commerce businesses so many people are neglecting the long term post purchase follow up sequence. So someone has bought once and then they just get thrown back into this regular newsletter or sales email cycle. And there's no like follow up and say like hey do you want this product that sort of corresponds to what you bought. You get the review ask emails every now and then or take a survey but there's like two to three emails max after the purchase and then you just get lumped into existing customers. There's no specific long term nurture track to get you back for that second purchase. So that seems like a huge opportunity for most e-commerce stores and for humor because again they've already bought from you once. Now is the time to build the relationship more. Joe: And it's not just spamming them with emails if you're writing good content that's funny and enjoyable and they like reading them. They're probably not going to unsubscribe. Lianna: Right. Joe: Perhaps. Lianna: Right and you can test your sending limits like if you start to see a higher rate of unsubscribes back off; that's not rocket science. Joe: So I did a podcast early in the week with a guy named John Warrilow and he's written several books and he has something called the Value Builder System. And it's all about creating recurring and repeat revenue in your business and I would think that what you're doing is helping build the relationship with the customer so that if they sell a one off product … you said earlier you know hey maybe you might be interested in this too, that follow up email sequence keeps them engaged and maybe perhaps will help them become a repeat customer and buy an additional product along the way. Lianna: Yeah. Joe: [inaudible 00:10:58.9] Lianna: Yes and even if it's something that they might not need to of … I hear this a lot from mattress companies, I've worked with a few mattress companies you know A. they have other product lines. They have bedding and pillows and things like that accessories. But B. even if you move into a different business completely, if you've built those crazy rabid fans they'll follow you to whatever you do next. Joe: So you've mentioned Man Rings was the first one or something like that. Lianna: Manly Bands. Joe: Manly Bands, I love it. Lianna: It's great. Joe: And a mattress company, so I mean very very diverse product categories here. What other kind of physical product companies do you work with? So that people listening can say oh yeah okay she can help. Lianna: Oh yeah, clothing … I like to work with clothing. Honestly, any consumer product I think is really fun. I have to obviously believe that there's a benefit to it. I've had people come to me. Especially in the supplement world, I'm a little skeptical sometimes of actual benefits. So I like to try the product first and say can I get behind this? And if I can then I'll happily write a copy for it not that I can't but I will. Joe: You know I wish we met …. what is it a decade ago now right? I sold my company in 2010 and boy you would had fun with that. I sold a colon cleansing product. Lianna: Oh great. Joe: We started selling colon cleansing on radio back in 2002 and a TV infomercial in 2003. It went 100% online in 2005 and ultimately built a digestive wellness center around it. Lianna: Okay. Joe: But boy you would have had some fun ones. Lianna: Is that like colon cleansing from the outside in or from the inside out? Joe: Well that's from the inside out. Lianna: Okay. Joe: No it wasn't [inaudible 00:12:39.2]. Lianna: That's easier to sell. Yeah, okay. Joe: And it was … you know for those listening I mean you can't … you think what's fun about my product? You can't … you have to be serious about it something like that. We try to be serious about it and I think it was okay. We got lots and lots of testimonials and people would actually love to be … strangest thing ever people, when we produced a TV infomercial we had a producer travel around the country following up people to give testimonials and they'll actually get on camera and talk about their bowel movements and it's just crazy. And you would have had a great deal of fun with it and we could have made more fun of it and made it more enjoyable for all I guess. But I mean you can … from what I've seen [inaudible 00:13:21.0] for your presentation you kind of make every little aspect of it fun so that the entire feeling of the company is joyful and fun. For instance, the 404 redirect that you put up on the screen at Blue Ribbon Mastermind, can you describe that for the people? Lianna: Yeah so that's one of my favorite places where people aren't expecting humor, to just give them a joke or something weird. And this is … what was it called? I think it was eventcenter.uk or something. The site's not there anymore but it's oh no you hit the wrong link this isn't here choose one of our developers to fire. And it's four guys and if you click one of them he puts his head down in his hands and the rest of them looks relieved and then it says oh no he's only been working here for six months. He was just an intern like you're so horrible. And then it redirects you back to the homepage. Joe: Keeps people on the site versus you hit a 404 redirect … oh my god, this guy is terrible and you leave. Lianna: There's so many great ones, NPR has one too that's oh there's nothing here but here's a bunch of other articles about missing things. And there's an article about like lost luggage, Jimmy Hoffa … you know our retirement, things like that. [inaudible 00:14:28.0] for them like. Joe: That's fantastic. What would you say from your experience and the clients that you've worked with, what would you say are some of the biggest mistakes that they make when writing copy? Lianna: One of the biggest mistakes no matter what industry you're in is making the copy all about you. One of the easiest ways to fix that is to go through it and say how many times do we say we or I versus you the reader because they should always know what's in it for them while they're reading. Joe: Ok so back on the focus of the customer, what kind of things have you seen happen when people … if they want to take one, two, or three steps and try to improve their own copy? Is that step number one? What are the things should they do to try to make a big change and what areas should they focus on first? Is it the tagline on their website? Is it the email? Is it something in the cart? What do you focus on first? Lianna: I'd like to focus on whatever is closest to the actual purchase. So that's going to have the biggest effect on revenue if you can improve your checkout, not just copy but UX. If you're using something that's not an out of the box thing like Shopify you might have some serious UX issues in your checkout that you don't know about. What else- Joe: You're infusing humor in the copy in the checkout? Lianna: If I can. Joe: If you can. Lianna: I was just talking about this this morning. It's interesting how things connect. I think it's Shopify doesn't really let you change the form instructions or form auto-fill like the placeholder text in the checkout but that can be hugely persuasive. And it's a great place to run tests because you can just change something like email address to your email address or your favorite email address and that can have a huge impact on conversions. And obviously changing copy on the buy button can have a big impact too. But all of those things come standard or you can't tweak them unless you're a custom coder. And I think even then it's hard to get that stuff developed so I don't know that's been like a pet peeve of mine with certain checkouts. Joe: You want to be able to touch everything and change it and make it better. Lianna: Yeah because there are … I've been through some check outs that are just delightful and it makes you want to keep going even if it's a multiple screen checkout. There's a … do you know Cards Against Humanity? I've mentioned that at the talk. They have actually a fortune cookie company. Joe: Oh they do? Lianna: It's called OK Cookie and the fortunes are horrific. I have one over there that says you will die at an Arby's in Columbus, Ohio. That's the kind of fortune you get from them. But their check out process is just written the same way that all their other copy is which is very informal. Like pop, your email address in here hit this button to whatever and it can be as simple as a verb change to make people think oh a real person touched this. This isn't just a robot that's going to take my money and maybe not send me these cookies that will make me sad. Joe: Again going back to how the end customer feels in the process. Love it. You talked about grammar and that it's not always best practices to have proper grammar. I think … you know I was in the remedial English class in high school. I didn't have Mrs. Henderson I had Mrs. Lane and she was a step down so my grammar is always kind of poor. We were at a friend's house, I've got 14 and 16 year old boys and the neighbor was copied on an email because … it has something to do with the kids, the kids who are here and she asked my son if he'd already sent that. And he said yes, she goes oh there was a grammatical error and blah blah blah. And it's still read very well, it felt good and it was like from a teenage boy. And you can tell it was from a teenage boy. And the intent was good and I never would have corrected it. And she tried to after the fact you intentionally will misspell things and misspeak or misspoke whatever the case might be from what I can hear and what I've seen is that correct? Lianna: Yeah. Joe: Can you talk about that? Lianna: Yes and if it's a weird thing to say because I spent so long as first a copy editor and then a content editor. So I've been like in the nitty gritty line level proofing and the overall structural editing for so long and I was such a stickler for such a long time. And then eventually I had to let go because my heart rate was getting nuts. It just wasn't … that was great for me physically. But I think it's important to do it intentionally so that it doesn't come across as an oversight. So for instance, if you're going to put in a misspelling like I just said gonna, I didn't say going to. Technically you know that's an allusion it's mashing two words together, cutting off the end of a word, that's intentional. It comes across as intentional. Misspelling a word in a subject line can be intentional done the right way. The example that I gave was spelling M-O-R-E more as M-O-A-R because that's kind of internet speak. That's obviously intentional. Even when subject lines do go out with actual unintentional typos they tend to get higher open rates. I just saw one from Wistia they're having an online conference called CouchCon. And there's a subject line with "its" and there should have been an apostrophe in "its" and I marked that unread in my inbox for days because I was like I want to know if they did that on purpose. I don't think they did. Joe: I don't think- Lianna: They got a bunch of replies. Joe: I don't think I would have known if it was proper or not but did I just hear you say that subject lines that have misspellings or grammatical errors actually have a higher open rate? Lianna: Sometimes I mean every … like if you're talking to any conversion copywriter they're going to be like it depends no matter what you ask them. So I have to just give that disclaimer right now; it depends. But I personally have seen it. Lower case subject lines often get a higher open rate because that's the kind of email we receive from our friends and family. We don't bother capitalizing subject lines, especially not title casing each word which I think that's officially dead now in the email marketing world. I haven't seen a ton of emails in my actual inbox so definitely in my spam folder. Joe: You've never inquired on a Quiet Light listing because I know that with my follow up drip campaigns I will capitalize the first letter of each word in the subject line. I need to stop that is what you're saying? Lianna: [inaudible 00:20:21.1] test for you just … yeah start running an alternative version of each of those emails with A. more [inaudible 00:20:26.2] well, if you were to do a true test you would just uncapitalize the rest of the sentence but you can try more conversational subject line. Then I could do a whole thing on subject lines so I like them a lot but yeah making- Joe: So it's the first point of contact- Lianna: Yeah. Joe: And it never occurred to me to chill out a little bit and be more casual even though you know we were … and hopefully anybody listening will take this and apply it to their own business but we are online business brokers. We're selling businesses for a million dollars or whatever the case might be and sometimes we think we've got to be buttoned up and serious. We're working with entrepreneurs. We all work remotely, around the country, around the world in Brian's case and we try to be professional and serious but we can be professional and casual and funny at the same time. Lianna: Yeah. Joe: [inaudible 00:21:09.9] on our subject lines. Lianna: There's a scale I think you don't have to go- Joe: Are you telling me to loosen up? Lianna: A little bit. I mean you … do you have that top button undone? Is that a- Joe: I do. Yeah. Lianna: See we're great, yeah, no tie. Joe: It's hot. Lianna: I don't think [inaudible 00:21:22.6] video so I just look like garbage so you know. Joe: I'm in North Carolina, Lianna is in New Orleans did I say that right? Lianna: No. I'm going to … no. Joe: Say it, give it to me. Go ahead. Lianna: New Orleans born and raised. Joe: You actually have to enunciate it? Lianna: Not New Orleans. New Orleans. Joe: New Orleans not New Orleans. Lianna: [inaudible 00:21:42.3] people say New Orleans. Joe: All right it's New Orleans. Lianna: Never New Orleans unfortunately. Joe: Okay all right. Well, we're both hot and you know figuratively anyway. And that's why I have my top button undone. What other things can people focus on besides of the subject line, some of the stuff in the first point of contact with customers, what other little weird places do you think that they could focus on and try to be a little bit funny or a little more personal that the average person wouldn't look at that you've seen? Lianna: One of my favorite places to look at is copy surrounding a call to action. So any time you're going to ask somebody to do something you should probably be addressing their objections and previewing what's going to come next. And it's really nice to see a human and funny touch around the ask. So I can't member if I mentioned this when you saw me speak but I wrote a call to action to start a free trial for a software product. And normally underneath you would see small text that says no sign up required or credit card required or whatever your information is safe with us that kind of standard objection reducing stuff. We wrote … oh I wrote a copy there that said we do ask for your credit card but it's just because we love online shopping. It's just a little reward for someone reading to feel like okay all right we're good. And obviously, that person has to have a sense of humor because if they take it seriously then they're not going to sign up but who is your target customer is that a person without a sense of humor? No. Joe: Again personalize it, make it feel better. I'm looking at your site now and I must have moved my mouse off the screen and something popped up and it says I'd love to email you and there's three O's in the word love. Lianna: Yes. Joe: Now what is down below there, it says subscribe now and then nah, fam. Lianna: Nah, fam? Joe: What does that mean? Lianna: It's a no thanks, it's another way to say no thanks. So you can just … it's good to know that it's not coming across entirely clear to everyone. Joe: Well. Lianna: It's like you can sign up or no, fam. Joe: But I can tell like a human wrote this which is again exactly what is supposed to happen. And for those again listening and not watching so this … all of you have this exit intent … exit pop ups on websites. This one is personal and funny and I'm actually reading it. Normally I just X out, but now I'm reading it because you spelled the word love wrong, no fam; I don't know what that is. And I believe it's you in the image. Are you drinking coffee out of a box? Is that what's happening there? Lianna: Drinking box wine. Joe: Yeah. So there's a picture of Lianna sitting at her desk, her laptop is open and she's got a box wine up above her head and she's boozing it up. It's very very entertaining and it made me stop and look at it where I go to all of your websites whenever I'm doing work with you and if there's a pop up I generally just quick X as quickly as I can. So very cool just one other- Lianna: Yeah that's a great place the exit intent pop up is so hard to get people's attention and people often think like you know I have only two sentences or I have to cut my offer just $20 off and it has to be no longer than that. But I worked with a client we … this is for my other business SNAP Copy so it's me and my business partner James Turner, we optimized his opt in offer to get people on his list for free planning. He runs a productivity website and the headline that we ended up going with was hey don't leave without your goodie bag. And it was boosted opt-ins by 129% and there was some additional copy and it was a pretty long paragraph of what they were going to get when they signed up. But people read it and signed up a lot more than they did when it said get free planners. Joe: Hey don't leave without your goodie bag and it was an online thing just to get people to sign up and was there like I [inaudible 00:25:19.8] a goodie bag as a swag bag when you go to an event like Blue Ribbon Mastermind. What kind of goodie bag was it? Was it just something you could get electronically? Lianna: Yeah it was a digital goodie bag. It was like free weekly agenda or a free monthly planner. He has a lot of free resources like that. Joe: But he didn't say free gift it said hey don't leave without your goodie bag? Lianna: Yeah. Joe: Simple. You think it's simple but it's- Lianna: Yeah. Joe: People get too buttoned up I think. Lianna: Finding new ways to say also the things that people are already accustomed to because we've seen free gifts so much, we've seen claim my deal a lot. I feel like that's kind of … it's still working because it's very clear but if you can find another way to say something that doesn't obscure the meaning of the copy then it'll get people's attention. And they're like oh I haven't seen that before. Joe: Okay. So pretty simple stuff but not something I think everybody can do. You have a special skill. You're funny, you actually do stand-up comedy as well right? Lianna: I do. Joe: You do. Are you funny? Of course, you are right? Lianna: People … you know I feel like I want to write a bit about that but it might be to hack because there have been better comedians writing bits about that. But someone did that to me the other day she was like so I don't get it you do stand-up but like you're not funny right now. And I was like maybe I'm not inspired. Joe: Ah. Lianna: You're not a good audience, I don't know. Joe: I'm glad I didn't say that. I think what you do is fantastic. You know back to my radio direct response days I would write 60 second ad copy and we would be able to get direct responses; how many people called in when we gave out that phone number after 60 seconds. And so we knew exactly how well the copy worked. You're a conversion copywriter so you found a way to do the same thing and boost conversion when somebody visits a website or open emails and things of that nature. Do you find your clients doing split testing with your copy against with the original copy or things of that nature or did they just say this is really good it's funny let's go ahead and just put that in place and then they see how it works for a week or do they do an actual split test? Lianna: If … so this is like this is where the cobbler has no shoes because I should be making sure that they do that but sometimes my clients are in that stage between small and medium business where they don't really have the team to split test appropriately or like they don't want to learn how to use Google Optimize, Optimizely, or any other split testing tool. So usually it's we see how the control over the original copy was doing then we implement the new copy and it sort of functions as the test and we see what the lift is; the uplift or downlift usually. Usually up. Joe: Usually up, okay. Well, I had an experience many many years ago where we had … when we take the phone calls and someone didn't want to buy the product we would get their name and address and would send them out this simple little trifle brochure. Really simple, black and white or I think there was blue and white and you could tell that it was somebody stuffed the envelope and we hand wrote it and it went out. It was from that person that you talked to on the phone. We had a consultant come in and say oh that's not very professional, we need to step it up, we need to get a multi unfold brochure, colors and charts and graphs and all this stuff and of course we have to print out the addresses and make a professional. And conversion dropped by at least 50% and it was a real eye opener because it was in that personal touch and feel. Lianna: Yeah. Joe: And so I think everything that you said up on the stage at Blue Ribbon Mastermind made me want to have you here because I've seen it firsthand and I know how much a word here and there and a feeling here and there converts. And it's really tough online, it's getting easier and you know hopefully some of your work is being tracked with before or split tested and so your clients know. But I think that all I know is when I go to a site like yours I want to stay on it and I want to look. Lianna: Good. Joe: As opposed to a pop up like I know you got a rubber chicken being cut in half and blood spurting, it's cute and funny so I love it. I think what you do is fantastic. How exactly would people reach out to you? Is it simply punchlinecopy.com? Lianna: Yeah. Joe: Can they get a sort of assessment? How do you work with your clients? Lianna: Yeah so I have different product test services on my site. Sometimes people just need … they want to use me as like an ad hoc email copywriter for instance. They'll come in and like buy one or two emails and they'll say rewrite my abandoned cart email because again it's close to purchase. Or rewrite my welcome email so I get fewer unsubscribes when I add someone to my list. So I have one off emails, I have something called upper cuts which is where I do an audit of your landing page from my heuristic perspective. So I'll take any customer research data that the clients have for these kinds of audits; the more the better. But I'll just look at it and say like this UX is garbage like this photo doesn't open, I can't zoom around the product, the call to action isn't visible enough from far away. And then I'll rewrite the copy line by line. And then I also do custom projects and I've got an intake form there. Yeah, there's a lot of ways to work with me. Joe: Can you be funny in a sponsored ad or a Google ad? Do you work with anybody in those regards? Lianna: I don't do a lot of top of funnel acquisitions. Joe: It's a little tricky. Lianna: I've tried … I mean I've done it. I haven't run ads for my own business in forever. I probably should but I'm the first result for funny copywriter so who needs to? Am I right? Joe: So one other simple clean example is again … and people could just go to your website and go oh that's cool, that's cool, that's cool, and get some ideas. Again punchlinecopy.com but you know folks you probably have a chat now talk to us little thing down in the lower right hand corner of your website so somebody can chat with you. Lianna's has a picture of her. Lianna: It's a bit [inaudible 00:30:59.5]. Joe: A caricature of you and it says you there and it has you looking up over the little pop up bubble as opposed to the standard stuff which is great. Again it's personal and makes it me want to click it just to see if you are there. Lianna: Awesome. I'm not because I'm doing this but I just- Joe: Everybody go to Punchline Copy and click you there and see what happens. Lianna: Or send me an email. Most of the stuff on my site that I think people like the most is just stuff that makes me laugh because I thought it was hilarious to have that little thing pop up in the corner. Joe: I like it. I like it all. Well, I think it would be great if some folks can use your sevices. Lianna: Yeah. Joe: And we have people on that I think can help more than anything else whether that's somebody that is in the process of trying to grow their business and make it more valuable or some of that's going to buy one and tweak it and make more valuable than what they bought it for. And I think copy is so essential because if it converts you are a … again conversion copywriter that just gets them more value for the money that they spent on advertising. Lianna: Yeah. Joe: So it is fantastic, we will put your details in the bottom of the show notes so people can reach out to you and any last minute thoughts on copy that people should think about [inaudible 00:32:18.1] got here? Lianna: I mean I always want to challenge people to just try a joke somewhere. Like take your most boring email in any of your series and go in and add a joke or add an aside, you know add a PS that's kind of weird and see what happens. Joe: Just to see what happens add a PS; I like it. Lianna: Yeah. Joe: Well PS folks thank you for listening to the Quiet Light Podcast, I appreciate it. Lianna, thank you so much for your time. You are awesome. Lianna: Thank you. And so are you. Joe: Well I appreciate that thank you. Links: PunchlineCopy.com Punchline's Facebook Page Lianna on LinkedIn

Welcome to episode #68 of the PPC Show where we interview the best and brightest paid search and paid social marketers. I'm your host JD Prater. This week I'm joined by Brandon Green, Director of Digital Acquisition at Telegraph Creative to discuss the power of event tracking in google analytics and how to use Google Optimize for A/B testing. Stay tuned as he shares his learnings and tips for website testing. --- Send in a voice message: https://anchor.fm/the-ppc-show-podcast/message

Inspired by a podcast listener, Ciaran and Daniel explore the importance of testing everything in your Digital Marketing. We discuss both A/ B testing and Muti variate testing. If you start from the position that “You know nothing” it puts you in a good position to gain insights by testing and validating different variations of what you are doing. This technique can be incredibly insightful and because it doesn't work on assumptions that can be wrong can very often surprise you. We also explore the new tool in the Google Suite for testing out different ideas and structures within your website, introducing you to Google Optimize.Listen to learn more about testing out your hypothesis and learning from the data that results. We also speak to Digital Marketing Podcast Listener from India, who shares with us the insights he gained by employing Multivariate testing on his Facebook campaigns to quickly identify the best Ad headlines, and images for his content campaigns using https://adespresso.com to create all the variants. The technique drove 5x increase in the success of the campaigns by quickly identifying the best advert content combinations from hundreds of different variations. If you are interested in scaling up the reach of your Facebook campaigns without exponentially growing your budget to achieve this, Kirtiman's experience and key learnings will be very insightful. Links