A Complete Guide To Conversion Rate Optimization (CRO) | Tutorial 101

Key Takeaways

hey it's Dan here from flexible and today we're going to talk about conversion rate optimization on your landing pages let's get stuck into [Music] it so why is it vital to optimize your conversion rate on your landing pages well there's a number of different reasons especially if you're running paid traffic from the lights of Facebook or YouTube or Google search or gdn or whatever that is okay if you're doing a great job on the creative if you've Got Your Hooks everything dialed in and you're getting super cheap um cpms and cost per clicks and things are looking really good then obviously they click through to the landing page and it's just not working okay you're getting a maybe a less than 5% conversion rate your cost per lead spiking through the roof and there's High there's High B rate high bounce rates on your landing pages um in other words there's no point working so hard on your creative and getting those cheap clicks if your landing page isn't doing the work for you and there's a number of different ways that you can systematically improve the conversion rate of your landing pages which I'm going to talk about in today's video okay the first thing I want to talk about which I I guess doesn't require any kind of analytical skill or knowledge or any copywriting or anything like that but it's the first thing that you want to get right um that can be done relatively easily okay and that is user experience all right there's so many people I see running traffic campaigns um at volume um and are generating a decent a decent amount of leads for their clients but one thing that their landing page you know they could be hosting their landing page on unbounce or clickfunnels or whatever that is and you know there's just bits that of that page that don't look really you know really professional okay if you're a consumer and you're a smart consumer and you're clicking on an ad that's got a great hook and you're intrigued and then you hit a landing page and um you know the headlines a little bit off center or there's a spelling mistake or um it doesn't scroll properly um on mobile it it doesn't it doesn't render and stuff is a little bit left Justified rather than right Justified there's big spacing between the different sections um the font doesn't really uh kind of match in different sections you use different fonts um the images just don't look professional they're kind of stocky you know all of this type of stuff really makes a difference okay but how how do you know this well first of all you know you can obviously send the page that you've built to a couple of close friends or even some um people that you uh that might not be in the industry for them to have a look at and just give you some open and honest feedback whether it's professional and whether they would trust this page that to me makes a lot of sense all right but one thing you can also do in real time is install a likes of hot jar um or lucky orange is another one that I've used to be able to track the user Journey all right so people click on your landing page and then this software is really clever don't ask me how they do it but they can record the users's journey through this page they can figure out whether they're bouncing quickly they can see where um you know there's heat Maps where people are clicking um it measures how far down the page that people are scrolling whether they're reading the content whether they're engaged and you can learn a lot just by watching what people are doing um for example I've seen this quite quite few times where people are hitting the page they're they're scrolling they're engaging with the page they start um submitting their details in a form and uh you can see them actually typing in their phone number um and it could be that the uh you know you've got the digit numbers wrong or they're trying to type in and it's just not letting them punch in that last digit or you know something silly like that can break a campaign and you you're not even going to know unless you're actually watching what people are doing so a tool like that hot hot jar is very good to be able to um to see what people are doing so user experience how far they're making it down the page to see where they're scrolling to where they're clicking what they're doing what's breaking it's it's really important and it doesn't require kind of any major skill I mean I'm not a designer you can Outsource someone that can help with the design stuff very cheaply so this is the first step in really make giving yourself the best chance before we move on to the more kind of technical um you know the copy stuff and uh the stuff I'm going to talk about next okay the next thing we're going to talk about which is probably a little bit more Technical and is going to require some some skill and maybe some some coding knowledge which again you can can Outsource um and there's plenty of resources out there to help you with this but the next thing we want to do is be able to check the load times of your pages all right because again if you've done all the great work you've figured out your hooks you've got your your cost per click coming and you've got really um excited consumers coming into your funnel the page looks brilliant but then it takes them it takes the the page 7 Seconds to load all right before you even got started you've given yourself a disadvantage you know how um fial consumers can be and how impatient they can be so if you if you um pit yourself um scrolling on your Facebook news feed and you you tap the button and then you go to a page and you know by the time it's loaded 7 seconds later you've already lost interest um the the the dog stolen one of your shoes and you're off um you know you're off you've lost the attention of the consumer with that page so um slow Lo load times are another big reason why campaigns fail and it's something that that people don't look at enough all right so we use a um a to a tool called pingdom um I think if you just type in pingdom load speed test into Google what you'll find is that there's a website you can go to you can um uh just put in the URL of your landing page and you can choose which region you want to be tested in whether it be Europe North America or whatever and uh you just press go and it measures the load speed time and gives you a result okay you're looking for um hopefully less than a 2cond load speed time that really um is where you want to get to okay so if you haven't got that um you can check the image sizes and and making sure they're not too too big and taking too long to load you can compress them you can optimize the scripts on your page and you can you know generally it's all like pingdom will tell you where you need to make these improvements all right um I'm not going to go into all that type of technical stuff that's not what I do but um you can easily find a solution to these problems if it's spelt out so um use a tool like pendum see how fast your landing page is and then solve the problems to get your page load speed down to less than 2 seconds okay so now you've got your um the user experience sorted you've got a professional looking page you've got your load speed times um down down pat your page is looking smooth your users enjoying the journey they're engaging with the content because you you've um installed something like hot jar to see what they're doing and now it's time to start split testing okay um and a lot of people really uh you know over complicate split testing but the thing that you want to um keep in the back of your mind is that you just want to have one big change happening um at a time okay and if you're split testing and by the way we use uh um unbounce is our landing page builder which has got amazing split testing capability it's easy to create different variants um and give them weighted percentages and all that type of stuff we usually just go with 50/50 um we have our our kind of Champion variant and then we have our Challenger variant and what we try and do is make a very big change on the Challenger variant and then set aive and see see what wins all right and if nothing's winning quickly within a couple of days we just bend the Challenger variant and try and create something that that makes a bigger difference and you can get a much faster result okay I'd rather lose dramatically with the Challenger variant and have two pages just kind of going neck and neck over a number of weeks that's just a complete waste of time okay so what um so if you're using unbounce or clickfunnels or whatever else I'm sure they split testing capability over there or even in WordPress we have that too you want to start um you want to start this big change okay um because you've got your page built it's looking great people are engaging but what is the number one thing you want to change to begin with that is usually always the headline okay and it's interesting because um I've been been testing a lot uh with headlines lately and um especially for financial services offers or you know even home improvements like roofers or solar or whatever um a lot of people try and and this is a suggestion only a lot of people try and kind of sell the offer um inside the headline so um if it was solar solar panels um you might want to people might be writing headlines like uh um you know uh save on solar and reduce your electricity bills by as much as 50% and uh you know it's free installation or whatever that might be but one thing you want to try and split test with a headline like that is go after the emotion that um and the pain points that people are experiencing rather than trying to sell the offer inside the headline so it could be something along the lines of um you know cuz over here in the UK at the moment there's huge there's an energy crisis right people are just fed up with paying um high high utility prices and electricity prices and gas prices and all that type of stuff so you could really tap into the pain um and emotion that's that's that uh people are experiencing there so you can talk about the pain of rising electricity bills um the fact that the planet is is wanting to go to go Greener um uh you can talk about um the struggles to to the financial struggles to M ends meet because of the rising Financial um the the rising gas prices of the rising electricity prices um and you can really you can really tap into the pain and the um you know what people are struggling with within that headline rather than trying to sell the the lowcost solar within the headline you know it may or may not work but um it's definitely worth a try so you've got a headline that's very much work that's working for you and getting decent cost per leads then you know I wouldn't change that but if you are going to try something you know maybe try an internet you know an info product you know some of you you people have seen my some of my headlines and stuff for my my own info product and you've seen um you know Frank Kern and people like that writing these kind of really emotion Le headlines okay try something like that with your financial services offer or your um solar offer or your Roofing offer and see if it makes a difference that's the change that I'm talking about here okay so if you're able to do that with a headline and test only one thing at a time like this then you're going to figure you're going to start seeing dramatic Improvement or you're going to see things fail which is what you want as long as you're continually testing so I'd be I'd be testing that new headline making a big big change in a big difference and then I'd be waiting a car like if it's if it hasn't significantly done anything in a day then I'd be calling it and going again and if it starts winning quickly then start increasing the if the Challenger starts winning quickly then start increasing the percentage um and make sure that um you're giving the the Challenger variant um you know more traffic basically and then just call call the loser and start again it's a continual process but remember one thing at a time and get organized track what you've done see the changes that's happened and um you know overall you're going to be really making a difference to to basically reducing your cost per lead by by um really smart and clever conversion or optimization which most people do not do properly so I hope you've enjoyed today's video on uh conversion rate optimization you found it useful if you did like it if you did enjoy it please do me a favor and and hit that like button so we know to create more content like this for you good people and also if you have any questions please leave a question below and myself and my my team members will get get back to you any questions whatsoever we'd love to hear from you if you haven't subscribed to our Channel be sure to do so so you don't miss a video and lastly if you're really serious about getting to the next level with your lead generation click the first link in the description or the link in the pin video Below in the pin comment below and we'll give you a free guide to escaping retainer client jail by sacking your 10 bosses um your 10 clients or bosses or whatever you call them in trans transitioning to a model that will 10 times your Revenue um in with less work and less clients just click the link put your name um an email address in so we know where to send that escape the client retainer guide until next time catch you later [Music]