Conversion Rate Optimization Masterclass (Full Course)

Key Takeaways

The following video is part of a 50R Udemy's top rated digital marketing course. If you want to watch the whole thing, I'll put a link in the description. Enjoy. Hey everybody, how you doing? I'm so excited. We are covering a new subject which is going to be really really important and this is all about 2025. So this is a brand new course, brand new section and we're going to get started right away. So CRO you will see a lot of stuff about websites you will see website designs but if you want to get people to buy something or put their information in so they become a lead then we can call them overall we want to sell them something right like that's how you make money sales but here you want to get people's information and a sales guy calls or sells or you have an e-commerce store and that's how you make a sale either way there's a sale going on but your website will do to sell it. That is the conversion rate optimization. So we want to optimize our conversion rates. Meaning how many people visit our website and how many people buy. If 100 people visit my website and only one person buys, my conversion rate is 1%. And we're going to cover the industry averages for each section. But now it is not the time. We're going to get into the nitty-g gritties later in this course. So what is conversion rate optimization? we covered briefly, but it's a process of enhancing your website or landing page. It doesn't have to be a website. It could be just one page that I'm going to cover in a bit. Then it's the goal and we want to put a lot of important and critical elements to increase the percentage of visitors completing a desired action. As I said, you either want to have purchase or leads, but sometimes you want to get them to watch a video. For instance, if you have Clickfunnels, if you played around with Clickfunnels, which I'm going to cover later on in this section as well, but they have great great sections where you can just you have to watch a video. So the goal in that case will be watching a video and then once they finish watching the video, what happens now? Then your offer comes up. So that's how you structure it, right? You don't necessarily have to do that, but that is one way how ClickFunnels work. you can set up a you know you they watch a free training and towards the 10 minutes mark and there is an offer popping up on the screen. So that is why sometimes you want to the goal will be getting them to watch a video then joining a webinar applying for position for repurchase it could be anything but we want to design our website or landing page to get them to take that desired action and we either have a website or a landing page. We cannot have anything else. If we exist online, maybe we can have just a social media profile, but then the information will not be ours. So that will be our hosting. So if you have a domain, if you have a CMS that you're using, nobody can block you. Like we we saw that happening, right? They banned Andrew Tate's content like five, four years ago or something and he couldn't use any Instagram, any Facebook. But if you have your own servers or server is a little extreme you don't have to have your own service because still Shopify can ban you but it is really really rare and it a certain platform Facebook might ban you, Instagram might ban you but once you have your own domain nobody can ban you guys. That's that's the importance of having a website or a landing page. So that's your property basically and a landing page what are the differences. So the landing p we're going to cover the details in a bit but the main goal of a landing page is to get people to take one action and one action only. I don't want them to I don't I don't want them to you know discover my website. I don't want them to do anything else. I want them to take one specific action. And we're going to cover why it is good for but it is a purchase or lead genen or watch a video sign up. I want them to take one action. That's why I build this landing page. Other otherwise I would have a website, right? I would have have a lot of option. People can navigate. They jump from this page to collection page to that page to about us page, contact us page. You know, I could have built something like that as well. But the reason I build a landing page is I want them to go there for a specific reason. And that is the differences that we're going to cover in this section. and I will see you in the next one to get really needed reading. All right. All righty guys, why do we build landing pages? That's a good question. So the purpose again as I covered we want to have a single focus. If you have a navigation bar at the top, you don't have a single focus. They are people are distracted and let's say you mainly you want to use landing pages. If you're running ads for search engine optimization purposes, landing pages are terrible because Google search console needs some site maps and needs some you know a a structure of the website and with this you won't be able to have that with just one landing page. But if you're running advertisement like in this course that main focus was advertisement as we covered SEO as well. But um the the goal if the goal if the goal is get them to convert and you're not going to do search engine optimization landing page is your way to go. And of course if you have e-commerce that's a different story but we're going to cover that. So the single purpose we want them to take action from an advertising source or it could be from an organic source as well but it should not be an SEO goal. If your whole strength is search engine optimization, you don't want to have a single landing page. So, conversion optimization and landing pages are going to have a higher conversion rate compared to a the same exact thing, but it is in a website, meaning they can navigate from one page to the other page. They have a lot of different call to actions on the page. There's a popup. They will get confused and your conversion rate will drop. And the content and design, guys, that's why I like landing pages. They're really simple. And I will show you a couple of websites that you can, of course, they are as expensive as a Shopify site, a WordPress site, but they have already built landing page templates. So, you don't have to think about, oh, what should I do? What like how how should I It's not like drawing a picture from from the ground up. It they already have hundreds of templates and you just pick one. you will say look okay I will just change the image here change the text here and watch my copyrightiting section in this course and you will be good to go guys like you'll literally maximum spend two hours on it like one day max if you want a whole website you will spend weeks months maybe guys like some big websites take a year try all the blog content and publish at once and it will be targeted content so if your landing page is highly targeted towards a specific audience you can actually build and duplicate the existing landing page and run ads to it for different audiences. Let's say I am building couple of landing pages, five of them and I have I offer cleaning services, right? I built a room cleaning landing page like the headline is room cleaning everything is room cleaning there and I am using that landing page for the ads for the keywords on Google search ads for room cleaning keywords. Right? So if they click on room cleaning ads, they will go to the dedicated landing page. If they search for house cleaning for instance, say I'm using exact match or phrase match, they will go to the house cleaning landing page. What did I do? I just duplicated some of the words, some of the images like you. You can have five to 10 or sometimes 20 different landing pages with small changes in the headlines. So you can use those landing pages specifically for the audience you're targeting. Let's say you're targeting moms on one landing page and with one product, let's say vegan cookbook, right? And then you're targeting fitness enthusiasts. And you can go to Facebook ads and target mothers only and then with women over 30 and mothers only. And then you put that landing page that says, "Mother's attention, this vegan cookbook, blah blah blah." And you can build a landing page specifically for fitness enthusiasts. Fitness enthusiast attention, this vegan cookbook has high protein. and then show your ads to those target ads to those people with that landing page. So, your targeted content is going to be hyper specific and you're going to convert a lot more people compared that to a one random website that speaks to everyone, right? That is not going to be so powerful if you have a website and try to gain all of the attention. But of course, if you have an e-commerce store and thousands of products in it, it is not going to be easy to create different specific targets for each of the target audience you have for every product. It is almost impossible. This is for mainly lead generation. So why do we build landing pages? Why the usage is like it is specifically for paid advertising and sometimes social media marketing mainly they come from Facebook organic, Instagram organic, Tik Tok organic, right? And tracking is super easy with those landing pages. Super super easy. And as again if you are a advertisement specialist or you watch this course and you decided, you know what Jim, I like everything but I'm going to go with ads and landing pages is are there amazing and limited navigation. The goal is to remove all of the navigation at the top, at the bottom. They cannot play around. So they only have one page and they either convert or they don't. And you might be saying, Jim, if they don't see about us, if you don't see con like if you don't see learn more about the team, so on and so forth, you know, they have those sections under certain websites they talk about, you know, in as a default they can click see the address and then yes, but you will put all of those information on your landing page anyway. So they will see that on one landing page without going to somewhere else and you will place strategic call to action button. So that is the power of it. And why do we build a website? So that's a good question as well. So the purpose is we want to have comprehensive information which comes to the similar to the point that we just covered and about the company its products services not amazing for ads but usually if you have an amazing website and your landing pages are already okay you don't necessarily have to build a landing page you can just go with the client's website and you I usually see people struggle with that so they sign a client running their ads right they already have a website They say, "Oh, I already have a website. I paid thousands of dollars to build this website." But it looks good, but looking good doesn't necessarily mean it is going to convert well. If I look at a a landing page or a website, I can tell in 10 seconds if this website is going to convert well or it is going to fail. And every time I'm right because there's simple basic, not because I'm a genius or anything, because I know the simple human psychology. I know proven proven techniques that works on landing pages. You know, it's you don't have to be a genius. Once you know it, you will get to that point as well. But um be like it's not it doesn't take you to be a genius to understand a website that looks amazingly elegant, but it doesn't have a call to action button and it doesn't appear on the above default and it's not going to convert. It's not hard to say that. Let's move on. So um let's learn and engagement and exploration. So this aims people to like encourage to you know walk around the website basically. So they go to a collection page, they go back to the product page, they go to new arrivals, they go to sales pages. For e-commerce sites, it is mainly like that, right? You rarely see an e-commerce site building a landing page specifically for one product, right? And usually designs are a little bit more complex. Multiple pages, layers of content, there's blogs, there's everything. And it is great for SEO guys. So you have bunch of broad range of content again men's apparel, belts, t-shirts, pants, jackets, denim, new to sale, you know, summer, fall, all the seasons. You have pages of pages of pages of content and takes time for you to build a website. But again, it will be evergreen and it is good for brand awareness purposes. So this will be the storefront of your business, right? It is not a salesman but it is your awareness. Think about that. So your landing page will be your digital salesman. Landing page will sell on behalf of you. But a website will be your storefront. It's your business. It's it's the not the salesman. It is not chasing the person but it is what people see when they walk into you. Right? It is basically the brand the awareness and they have the full navigation. Right? as I covered a bunch of different options and you can get to choose everything. So these are the core differences and we're going to cover the other sections. For instance, um when do we use the landing page? When did we use an e-commerce? Let's continue. So if you for e-commerce specifically, if you have more than 10 products, you're better off with using a website and normal product pages. We're going to cover a long form product page and a short form classic product page, but um it is it is good to know. So if your sales conversion rate is above 2% meaning how many people visits 100% 100 people visits your page and you convert two of them you have a 2% conversion rate it's basically simple math and if Shopify tells you that right away in your analytic section and if you are above already 2% conversion rate keep using keep using your classic e-commerce Shopify you don't have to build specific landing pages just the classic product pages and you already have those product pages is once you upload a product, right? And if you're selling low price items, what is a low price item? Below $100 to $200, right? It is not a super high-tech electronic Apple or something, right? Below $200 and you can go with classic product pages. For e-commerce, basically, if you fall into those categories, go ahead, use it. And for lead generation, landing pages are always better. It's almost proven, guys. I've tested this a lot. And you can build more pages for more offers. Again, it doesn't have to be you build one landing page that's end all be all and you can change it. You can test it a lot more. But for with the website, you cannot change that as much because it's basically your branding, right? And for lead generation landing pages, it is not that and converts at a higher rate. So what is a good aim? You want to aim at around 10%. It's not going to be 10% all the time. I've seen 50% really outrageous landing pages, but with 50% you don't get that means you don't get much traffic. Don't think about you're like some conversion rate genius, right? The more traffic you get, the less conversion conversion rate you're going to have. Basically, if you have 10,000 people visiting every single day, I bet your conversion lead generation conversion rate is not going to be higher than 20%. It's impossible. Basic simple math. There's awareness stages of of your audiences and the more broader you get, the more you spend, the more less aware people are going to be. Hope you're getting it, guys. And a classic landing page um for a lead generation 10% it's a good rate. If you're below 5% though, there should be alarm bells ringing. 5 to 10 depends on your margins. Again, if you're selling a really low ticket product on the phone after you get that lead and you maybe you have really low margins, you're selling the leads to someone, it is not going to cut it. But if you have really high margins, maybe 5 to 10% conversion rate still is good for you, then go ahead with it. Like that's that's perfectly fine. But again, you since you're using this, you're probably going to get those leads from a landing from a traffic source. It could be Facebook ads, Google ads. Watch out for your cost per click and cost per thousand impressions. If those are so high, you're not going to get away with five to 10% conversion rate. And also the biggest benefit of this is users will be less confused and they will take action way easier, way faster. And also depending on your goal, what is your goal? If your goal, as we covered sales, leads or watching a video, then you're going to get them to become a lead. Your goal should always and you want to always use a landing page. Aside from the e-commerce site, we covered those sections. Aside from this, if you have more than 10 products, your conversion rate is above 2% and you're selling products below $200, right? Not expensive. And if you are not in those sections, not in those categories, and you want to generate leads and sales, always go with a landing page. And the product pages on Shopify can be a landing page as well. So you get them to land there. But that goes into two categories. Classic product page and a long form product page. We will cover. If your goal is to build awareness and drive traffic, use a website. Even if you drive lead generation, but again your goal is awareness in this sec second setting. So if your goal is leads, build a landing page, drive people there. But if your goal is awareness and just traffic, you don't expect them to buy. You can drive them to your website. So it's basically building awareness. People getting used to your brand tone, brand color, see why you have to offer it. That's it, right? And you want to work on SEO, build a website, not landing page. Google doesn't like landing pages, guys. They don't like it. They have to trust the website. See the network of the website. How many backlinks do you have in between your pages? how many and the domain authority has to be there and like a lot of factors and the site map has to be um complex but in structure that is important and there's a lot of factors goes into this um why you want a website instead of a landing page if you want to do SEO on your website on your landing page hope this is clear guys I will see you in the next section it is quite hot so I took off my jacket hope you excuse me all right landing page patterns what are those patterns so there are couple of cy psychological patterns and they tested these patterns with a lot of people and they watched where do they look first on a landing page and what structures people follow and once we have that data since we have that data we started to build those landing pages so if you see those landing pages usually are following the same structure there's a reason behind that and so there these patterns actually refer to a common layout uh strategies and they guide visitors basically you come here first see this then this then this then this and then take action. So basically that's the reason why but they did a lot of research and um tested and organized over and over over years and that's why we know they're effective and most people use them right so the first one is F pattern. So once people land on your site, they first look at this point of the landing page, right? And then they look at here and then they look at here four and four and then here they usually have a call to action. So it's F pattern is based on a ne neutral reading pattern on the western cultures though. So let's say if you're advertising on China, it is not typically a common page structure. So you don't want to build on an F pattern basis. We're going to look at some examples as well. But western cultures you they usually scan websites on an either F pattern or an E pattern. So this is an F pattern. One, two, three, four. So usually a headline and maybe a sub headline there or maybe an image headline or headline image. So it depends. And then you have a call to action there. And the most important call to action usually stays on the either along the top or the left side of the page. usually on the three or over here. And what type of websites usually use this pattern, you might ask. Usually blogging sites, news media, e-commerce, product listings, educational platforms, they usually use this F pattern. And we have a Z pattern. So as we covered this is a more western culture thing. And we have a Z pattern. And again, Facebook uses this as well. So it doesn't mean that you cannot use Z pattern if you're advertising on United Kingdom or United States so on and so forth. And if you have really simple landing page you can use Z pattern and they start with from one again we started with from one on the F pattern and then we go to the login page a call to action and then an image usually we have and then the fourth one is also a call to action. So usually information information call to action call to action or image call to action depends depends how you structure it doesn't have to be like that. So from the top left diagonal bottom and left and across the bottom. So usually event promotions if you go to event bright you will see this pattern Facebook like this and from like it it is usually benefit driven and short landing pages. So if you have a really expensive product and you have bunch of information long form landing page, you don't use a Z that pattern. And we have a single column layout. This is really common for old school copywriters and they have a big headline. If you build with Clickfunnels, a lot of people using Clickfunnels go with this structure and straightforward. And if you're a copyriter, you want to use this pattern to get people to focus on the text itself and they want to, you know, of course use their strength. So they're good with uh copies and everything or a lot of people using for simple signups as you can see one example simple signup and mobile app landing pages on in a mobile app you land on and they usually simple streamline conversion process and let's move on we have an above the fold guys above the fold that comes from the so we have an A4 let's say this is a newspaper article right this is a newspaper actually so I open the newspaper and I do this. This is above the fold. This is below the fold. So it depends where I fold this paper. So if I fold this paper and my you know headline and the video is below the fold, you don't you don't you're not using above the fold. So if you're offer and the video content use is above the fold, you're basically using the that means above the fold. You might be asking, Jim, how does this translate to a digital website or, you know, landing page? It exactly does the same thing. Once you load the page, you don't have to scroll down to see the call to action, to see the land, to see the you the video or the headline. If I have to scroll down to see the offer or the call to action, that is not an above default landing page. Hope you're getting this. And VSSLs are commonly used that way on the above default and marketing campaigns, promotional landing pages, they usually use this style above the fold. This is not a pattern, but this is more of a landing page concept that you need to know. And second, thirdly, I think fourthly, we have minimalistic designs, which I'm not a huge fan of, guys. The reason being is everybody wants to do a minimalist design and charge thousands of dollars to for their you know drop shipping rings. But it is it is not that simple. If one simplistic minimalistic design on a website could do that, everybody will be millionaires selling you know fake diamonds from Alibaba or AliExpress. Unfortunately, that's that doesn't work that way. Yes, it will give you a more high-end look. luxury brand. If you're selling a high-end, you know, ring, engagement ring, so on and so forth, maybe wedding dresses, yes, that does help you. But, um, keep in mind how you advertise, how you position yourself, what is your offer, how quality your customer interactions are, how long have you been advertising with the correct message are more important. But since we're talking about website and landing pages, yes, we have a minimalistic design, usually a white toned background. And if you use those with a lot of less distractions, one call to action, not a lot of things going on, stylish branding, you can see a simple website, couple of call to actions, small usually the subtext or the texts are small fonts and you have a lot of high quality photography, white background or tones of white background and focusing on cleanliness of the website. You can use that format as well. That is a proven format. again, but not my favorite cuz it requires a lot more efforts on other sites just not on the website. So, hope you got the the core core patterns that you can use, but you don't think like, oh, you know what, I have to use F pattern. I'm going to show my ads on, you know, United States. Yes, but don't fixate too much. Like if your video doesn't fit on a certain, you know, CMS that you're using, let's say you're using WordPress, if your website cannot be structured that way and you're custom building it, don't stress too much. These are just common patterns that you can try to follow. But if you cannot follow one and you have you know not the video on the left and people see the right side first and you let's say installed Microsoft clarity which is you know you can see how people navigates with their mouses and stuff. If you cannot track it, don't go crazy. That's that's fine. And all people just watch see the whatever text is on the top right hand side and left side. Don't go crazy. That happens and it is not something that you need to fixate on. We'll cover more important things in a bit. Landing pages for lead generation guys. This is really important bread and butter of building landing pages actually. So, the whole goal if you're building a landing page to get people's information is to get them to fill up a form. That's as simple as that, right? It could be a form. It could be maybe you just want their name and phone number, excuse me, or name and email. That's it. That's the only thing we need when we're doing a landing page for a lead generation. So, usually what people do, it's a big mistake. Don't have more than one call to action, guys. So, a lot of people do, let's say they have a form there, or they have two buttons next to each other, and one of them says, "Book a call." The other one says, "Discover how we xyz." The third one says, "Something something." We usually see that as a low performing landing page. And with more than two call to actions next to each other, I never see that perform really well. So, you want to have one above the fold form that we're going to cover in a bit. And no more than like you want to have more than one button but if your landing page is long but you want to place that button that takes people to same place right so you're going to ask people to take one action but you can have multiple buttons on the page. Let's cover what are the important elements on a landing page for lead generation. So the first we're going to start with the most important the headline and the offer. It is the end all be all guys. You can get away with a lot of stuff with an amazing offer and a good headline. you you're gonna have like 20 and above conversion rates if you nail this and you have you want to have the form above the fold. So what do I mean by this? A lot of people you know as we covered on the minimalistic design section people want to look fancy but if you have the form above the fold that makes it super simple for users to put their information in. if they have to scroll all the way down from your minimalistic and richl looking website and half of the traffic that you paid for bounce off just because it is hard to navigate, you're losing half of the money that you could have made. All right, the third one, call to action, CTA. So, the button that you put and the action that you want people to take. And the fourth one is social proof is really, really important. We are social animals. We follow what other people do. The next one is benefits. I'm not talking about features. I'm talking about benefits. Because with the benefits, guys, you want to turn features into benefits because feature people cannot visualize what they can do with it. Right? You're talking about this u 2 meter, you know, reception blah blah doesn't make any sense. So you can say, put your camera here, run 5 seconds, and you'll be 2 m 2 meters away from your microphone. You can you'll be still able to record it, right? Visual proof. A lot of people miss this part. It is important. VSSL, not so important. You don't have to have a VSSL, but some people do. And timeline. Timeline is huge. A lot of people miss that as well. Let's start one by one. Buckle your seat belt, guys. So, the offer is more important than anything on your landing page. Make sure you state the offer in your headline. You don't have to have, you know, with Alex Harzi came up with the offer book years ago. Now everybody is just claiming crazy offers. But the problem with that is not a lot of people can fulfill those offers and they're not believable. That's why you want to have visual proof, social proof, benefits and timeline. So it makes it okay, I'm going to get this at this time. I'm going to expect a call at this time. Then I will be able to achieve my goal at the end of five months or so. Like you want to make it clear and show other people achieved it with your way of doing things. That's what we want to do. and case study with one word change I triple a client's conversion rate of a the client was a neuropath and in like a small small area so neuropath is they change their diets based on their blood work and so on and so forth with some you know um they use some sort of um you know vegetarian food or they can eat meat I guess but I'm not 100% sure what they basically do how they fix it but it's like I would say vest in medicine not not vest medicine is more of an eastern medicine I would say. So basically they do that stuff right and our headline we only changed one word to speak to and we were running ads basically our conversion rate was below 2%. We changed one word that was speaking to the audience. The offer was the same. We just changed one word which was more powerful a power word. We're going to cover on the copyright section. Um just go watch the power words. They're really really important. And that tripled our conversion rate. We just went up to 6% right away. And let's take a look at some good headlines. What a good headline looks like. Sell like crazy. Let's see. Sell like crazy headline. This is Sabres. I like this guys. He's a good marketer basically. So I have to mute this. All right. Advertising madman. advertising madman's confessional bombshell. So, you're automatically intrigued what this guy has to say, but a lot of people read this first. So, why is this Shark Tank investor giving away his $7.8 billion client getting unicorn funnel in his controversial best-selling book? So, it is curiosity invoking. So, I have a rule of writing headlines. And if you've watched my copywriting section of this course, you know I talk a lot about headlines and why they're the most important thing when it comes to writing copy. And he's using that curiosity, self-interest, and news element. He's incorporating that all in this book. So it is a great headline and he's giving away this amazing thing and he has he is a credible guy called Shark Tank Investor giving away his 7.8 billion. this is a little bit you know too much and he like this he probably calculates all the ads spent he ran u all of his four clients unicorn funnels in his controversial best-selling book and let's read this shark investor agrees to give away 10,000 copies of his number one bestselling book just to prove his secret success selling system works so that's a great headline and we go down we have the VSSL video sales letter not actually he's speaking key, but it is a advertising type of VSSL. And we have a call to action. This is basically above default. I don't have to scroll down to see the call to action. And we have some other elements next to it. This is pretty smart way to do it. So I don't have to scroll down to see social proof. I already see social proof above the fault. So that's a great above the fault uh head headline and at. So let's watch. Let's see this actually. That's a great headline as well. So you can see they built a specific landing page. If they have LP the rowhouse that if they have LP they basically this is not their original website. They built this specifically to run ads and I found this on Google advertising anyway. So first class free I mean super simple classy headline. You don't have to put anything above the fault form. You can see I don't have to scroll anywhere and it's more of a Z pattern as we covered headline image uh text you know the body text and a CTA it's a Z pattern or it could be F pattern I think it's a Z pattern here one two three four that's how I look at it um first class free that's simple as it gets and it is are there things that this they could improve yet no social proof at all I don't know where this place is you'll be somewhere their crew, your location. Okay, there's a location here. You can choose the location. That's good. But this yellow is hard to read. I will change that. I will put a lot of social proof here. And who these guys are, they they look scammy, right? Like you don't have anything else. You wouldn't really trust them to put your information here. And you have these privacy notice. And I can just click there and go to different pages, which I would delete those as well. So maybe that is a law in California. I'm not really sure. Um in Google Ads, if you are using Google shopping ads, you have to put your privacy policy so on and so forth on your landing page. Let's move on, guys. Spotify. Let's look at Spotify. It's a great offer. So basically, they don't have to tell you anything crazy. They're just showing you a great offer. That's a good headline. And that's why headlines are the most important thing. The first thing you read. Listen without limits. Cool. No limits. Try one month of premium individual for $0. Look at this. Look at this. You don't have to pay for anything. Spotify, they are so well known, the biggest in the game, but they are still offering a great um great offer basically, right? Free for fun, one month. You can cancel anytime. Bam. Listen to all the music for free. Uh you're probably going to have some ads, but pretty good. And you get started here. That is a good headline. Let's look at the other one. Go noto. Interesting one. Your road map of for improving fleet safety. So that is a really niche uh project. You have to have fleets. Fleets is like a group of cars and so on and so forth. So it is basically an ebook. So you download the ebook, go down above the column ebook. So you don't have to scroll down to see anything. You just put the information here. You see bullet points but bullet points you can see what they cover that's really good your road map for improving safety that is good but I would put something for free but it's a clear ebook you can see it is written it's an ebook but I would say this free ebook gives you for I think that will be the headline and this should be your sub headline but it's a okay headline I I I can see this if you're running ads to this this converts about 10% %. Let's go back. Let's look at the other one. Port side cleaning. Let's take a look. End of lease cleaning. 100% money back guarantee. Look at this guys. Super simple. We have a video in the back. I usually don't like video background um landing pages or websites. Look at this guys. Look at this. I I don't I cannot navigate anywhere else on this page. That's perfect. They built this strategically just for this this landing page offer. Right. So you can see end of list cleaning Google five-star reviews and 100% money back guarantee. So they didn't use any ex you know extra extra copyrightiting techniques they just have a good offer 100% bond back guarantee. So the bond if you don't know how that works is if you're mo if you're living in a rental place and you go out and you didn't clean properly and then you they don't they don't give your bond back. So once you move into a new apartment, you have to give a bonus which is usually couple of months uh rent um that you give it, they keep it for security. If it is clean, they will give the money back. So that's what they do here. And that's pretty good. Like but they're they're not using a high what's it called above the fold form. But that is fine. Some people have good conversion rates with a button button in of itself. Get a free coach and it takes me to down here. That's pretty good. But a little bit confusing. I would make this a little bit bigger, but you can see different options. Steam cleaning, home cleaning, and I say next step. Couple of different steps. They built like a interactive funnel here. Not bad at all. A good headline. Let's look at this. Dialmover.com.au residential removalist. It's pretty good. Look at this above the fault form. There's a good photo. People, family, moving, they're happy. Amazing picture. They You see the social proof here. experience stressfree moving with Melbourne's best removal. So they are underlining a big pain here. Stress while moving. So they're saying move stress free. You don't have to get stressed. Best we the best removalist get a hustle-free move. That's cool. You have this thing here. And if you want to call with removalist, it is important. You want to have two call to actions. That is a really unique case, guys, with removalist or house cleaning or like a service-based business that you need to talk to someone because let's say you got locked out of your home and you're going to call a lockmith. You don't put your information in and wait for like couple of hours. You need them now. So, you call them. That's why having a call click button is important. But again, that's good. I cannot click these. I I can't get distracted. The only things I can get distracted with is the form or the call button. That is really good. Good job, guys. All right. So, you get the idea. And these are the most important things when it comes to the headline. Let's move on to the next part. We see above the fold form. You know why this is so important? You don't have to scroll down to put your information. People like simplicity. So, it gets his name from newspaper as we covered. I showed you how that how it is so important and it focuses on placing the most important punt on the call to action and the call to action up front before your users need to scroll. So most people when they land on your website even though your ad is amazing they will have a couple of seconds if they're going to read the headline. Let's say they read the headline they're interested but they have to roll all the way down. They're busy mom's yelling in the background. their wife is calling them so they will just okay I will look at it later and they just close the tab so you don't want that to happen what we want is yeah I will just put my information in it's right there you don't want them to scroll down that's what we want so that's why it is so important and it improves your conversion rates significantly some people there are two ways people do like but I love above default form that improves conversion rates more and the other example was the one that we just looked at right not this one uh not this one. So some people do this. They have a above the not form but a call to action button. They click and this drags people to a form and this doesn't look good as a form. So I cannot really grasp right away if ah it's a form and I put my information here. I can't say that. So because it's such a thin place, I would just put it in bold, make it big so people can't skip it. Right? That's the goal here. Let's look at some good examples. Shot digital, it's a digital marketing agency. Melbourne's SEO agency. So they put they the headline could be better. Maybe some offer, you know, two months free, one month free. No, if we don't rank you in the first position in this many months, something something and it could be good. But what we're looking at is not the headline here. We're looking at at above the fold form. Clearly visible. Amazing. Next to the image, bam. Turn websites into traffic magnets. You put your information in, bam, let's start growing. That's the best use of an above the default form. Let's look at the second example. SEO impressive.com.au. We have the Melbourne SEO agency. You need for impressive results. Little word game here, roleplay. And there's a lot of case studies they put here. And that is good. So, there's a some issue with this guys. You cannot see this field kind of blends in. I will make the place where I need to put my information a little bit bolder but still good above the fold form is right then and there I don't have to scroll down to access anything right so if I click on here it will pop up or if you get them to do something this once you click they will get you to up here they will drag you to up this form you can do both get a popup or do this strategy but that is a really good above default form are we But not yet. Now we are at call to action. Call to action. It's called CTA. CTA call to action. So if you cannot place the form above the fold like the form that we covered, you need to have the CTA above the fold. So these are two important things. So we know they already have the form here. So they don't have to have a CTA. But of course for the form you need to have a call to action. But if you cannot have a form, let's say doesn't look good, maybe there's a reason, maybe your boss or the client doesn't like the form at the top, you at least want to have a call to action at the top like these guys. So once I click, it takes me to the form. Or once I click, there's a popup, right? The get a free code, for instance, it drags me up. Get a free code, drags me up, get a free code, drags me up. So with every column, there's a call to action. That is so important as well, which we're going to cover now. With every scroll, you need to place another call to action, which is not going to take them to something different, which is not going to say something different. We just want to make it easy for the prospect to stay and access the lead generation part of our website. Because let's say, let's go back. I go down. Okay, I I'm I'm thinking about, you know, inquiring, but I'm not sure. I just want to read more about the business. Can I trust these guys? Right? So, let's imagine they only have this call to action. Let's just imagine they don't have this call to action this. So, I go down. Okay, good. I decided our services cool. They do this as well. Now, I decide to book a call or put my information in and I cannot see the call to action. Where is the call to action? I go up all the way, right? You don't want that to happen. every place you're assuming they decision might have changed and they need to contact you. So you're making it. Yes, it doesn't look so clean. You might be saying, "Jim, I already put it here. Why do I put it there?" Guys, it is not about aesthetic. They It is a proven thing. You want to place the call to action on as many places as possible. But of course, with every scroll here, I scroll one more. So you can see one more scroll. I see one more. So maybe this is excessive like I already have it in the same scroll. I don't want to put the same thing under the same scroll. But with every scroll, you want to have a call to action. See, there's one call to action. Scroll, one call to action, scroll, one call to action. So that's the game. You want to make it as appealing as not appealing, sorry, as convenient as possible for the user. So that's really important. Let's look at Sabres's example. I'm going to give bunch of examples for his landing page because this landing page converts like crazy, guys. And he's a good copyriter as well. So we have one one call to action here. So, what we're going to do, we're going to go down and because this landing page is a it's such a long form landing page, but as we go down, he's going to place a lot more um call to action. So, we go down, scroll down, we slowly going down. So, there's some copy. Maybe he would have put one more here. I would like that. So, we go down. A long form copy. A long form copy. One more call to action. We go down. Some social proof. social proof. Some copy. Some more social proof. I would have put one more call to action here. Some social proof. Some more social proof. Another call to action. We go down. We go down. Social proof. Copy. Another call to action. And they go to the same place. Like they get you to the information like it is a free book basically. But another call to action. You go down. You go down. Another call to action. You go down, another call to action. You go down. So, I'm still scrolling down, guys. There like videos demonstration style, which we're going to cover. Another call to action. You go down, another call to action. Go down. Another call to action. Another call to action. So, we already passed by like 12 or 11 call to actions, guys. It's crazy. Another call to action. We go down. another one. All right. So, we've probably seen 15 to 20 different call to actions and on this page, which is crazy, right? So, we know the importance of call to actions. I assume you know it. So, in this case, as the example, we finally fix your email plus calendar. Cool. They don't have a form above the fold, but they have a button. And you don't want to put two buttons, right? Again, that is a really unique case with service-based businesses such as cleaning Smith, locksmith, like it is an urgent something, right? You don't want to wait a call back from them. But for SEO, for lead generation, for real estate, you don't necessarily need to put a phone number in your website, right? If you put just one action, your conversion rates will be higher. All right, the social proof. It is my by far my favorite, guys. The reason it is my favorite because it is the most effective in a way that gets so if you take out social proof your conversion rate drops right away right but of course called call to action you don't have a call to action you convert 0%. you don't have an above default form, your conversion is going to go down. But as a psychological trick, these are like pretty self-explanatory information, right? Of course, you want to have a headline. Of course, you want to put the form up, people see it. Of course, you want to get a call to action, people click. But this is a psychological trick. A lot of people put fake. But let's cover first what a social proof is. It's a phenomenon where people conform their actions of others under the assumption that those actions are reflecting of a correct behavior. Think about this. You're in a jungle. You're in a caveman era 300,000 years ago, right? Actually, that's the um human sapiens were started back then. Let's say million years ago, you were an ape and your your friends started to run like crazy shouting like, "Whoa, whoa, whoa, something's going on." Now they're shouting like crazy. Do you have time to think about Oh, what? What are they shouting about? Let me see. I cannot see anything. Why are you guys going like what is going on? You don't have time. You're eaten by a tiger. Now in savana savana deserts, you're eaten by a tiger. So that's how evolutionary it's got into our brains, right? With the cats as well. Like if you see with a group of dogs, like it's a really inherent behavior. We don't think about it logically. We follow what other people do. It's it's an evolutionary thing. It helps it helped us still helping us survive. So if you just follow them, they're probably running away from something. But you don't have that time to think about it rationally. You just follow them, survive first and then think about it, right? Your goal is to survive first. And here as well, you follow people and then you rationalize. You know what? I actually needed that book. You know, I wanted to read this for a long time. So on and so forth. So basically you conform your inner brain meaning your amygdala is giving you that signal look you have to survive and you basically follow what other people do without thinking of it. So why do we follow and what how do how does this help us? So it leverages the bandwagon effects. A lot of people follow the bandwagon. You know my neighbor also bought this car. I want to get it as well. So bandwagon effect builds trust and credibility. You're a random guy on the internet. They don't trust you. So you want to build that. Reduces the perceived risk. So it is a risky purchase. Let's say you're going to pay $100 or even if you have a really cheap product. People are going to be like, I don't I don't trust these guys. The product is cheap, but I'm I don't want to put my credit card information in a random website I saw on Facebook ads. if they will think about it. But if you show legit people, hundreds of social proof, people buying, yeah, bought this product, uh, it arrived in a really short time. I really enjoy this high quality, really secure website. You'll be like, okay, a lot of people bought this and I'm not going to be scammed. So, it reduces the risk of being scammed. So, enhances decision- making. Again, they will make the decision fast. Let's take a look at some example. We're going to start with bad. So this is not a good social proof example because they don't have social proof. Look at this. So we have a gym gym landing page. So we can jo