How can you make Facebook Advertising work for B2B? I sat down with Curt Maly, Facebook Advertising Expert @ Black Box Social Media, and he says: it is all relationship building. Instead of just asking people to buy your stuff, we want to engage them with relevant, high-quality content in the way they want to learn. The key is leaning into the Facebook algorithm to deliver the right content at the right time.
How do you become a great copywriter? Do you blindly follow copywriting best practices and what people say online? I scoured the internet to find 12 things people say you must do and ran them past my friend, Momoko Price one of the best conversion copywriters out there. You’ll be surprised to hear what she says.
Should you redesign your website? Probably not. In this episode, Peep discusses reasons why people choose to redesign websites and how these reasons usually cause the project to FAIL or can fail due to poor management. Don’t think radical redesign, think evolution.
Do you get several messages a day from customers asking for a discount or coupon code? You probably also have a bunch of abandoned carts In this episode, Peep discusses how to reduce support requests to your customer success team and abandoned carts, just by removing the coupon code field from the checkout page. Coupons are still very important. Peep also discusses how you can still use coupon codes for special cases.
There is a quick and easy solution to this. Remove coupon code fields from your checkout. We have this issue at CXL institute where every single day people were complaining on our support live chat that hey can you give me a discount can you give me a coupon like you know I want to buy something but I want a coupon and we say oh we don't do this. We always say no we don't do discounts the like well but you have a coupon code. Like what. Yeah about like this. You know I have a different way of using it then but like people see a coupon code feel and there is some thinking holy shit there's a coupon code somewhere out there. I'm not getting the best possible deal. I must go and google the coupon code. Now what happens is that while a) you can plant the coupon for yourself and that's it's a very common tactic and you should do it as well if you if you have a coupon code field so place it somewhere else if the google your coupon you want them to find something. Five bucks offer five percent off but some need to be a lot at least they feel satisfied. Yes cheating you know the system and beating the man. Like I got the coupon code. Two: what happens is that they don't find your coupon they find your competitors copy your competitors Mark. And is it advertising maybe doing PPC ads or they have an SEO or page that is ranking for a keyword your brand plus coupon or you can do that to your competitors so they find a competitor's coupon selling a similar or exactly the same product and they go buy from the competitor or they don't find a coupon and then they're angry and they're just you know and then the phone rings and their child is crying and their husband is calling and to forget about you and move on with the life and then come back. So you just want to avoid this to begin with. So basically you want to remove the coupon code field from the checkout page sometimes you probably want to or need to use So there are two great alternatives here. coupon code. A have a secret you URL where that maybe a query string that opens up the coupon Goldfield in your checkout page or you do these email coupon codes. Basically you send out the promo to e-mail list and if you if you click on the link in your email code is automatically applied already. They don't need to type anything in it just automatically applied to your cart. Yeah. So those are the two great ways to you know still be able to use coupon codes. So get rid of the field gets rid of the terrible chads reduce your cart to ban them and then live happy ever after.
How do you achieve growth through conversion optimization? You need high-quality research and experimentation. In this episode, Peep discusses why research is critical to understand the problems on the website and why you need to develop multiple hypotheses in order to find the right solution.
How can you grow your company through conversion optimization? There are two things that go into it. One is you need to figure out what are the actual problems people are having with your website. So that part we call research. There's qualitative research talking to a target users you know after they've bought something while they're using your side the checking into usability it's all the qualitative bits. And then there's the quantitative bits. Digital Analytics quantified data like how many people did what where and qualitative answers why. So understanding this problem set. Understanding what people are doing and understand what are the problems and why these problems are problems to begin with helps us formulate our hypothesis. So once we understand the problem we can now formulate a hypothesis like if we would change x y z to ABC we would expect this behavior to change and as a result we see this result. Now even if we understand what the problem is we do know what the optimal solution is. So let me give you an example. So a couple of years ago I was doing conversion research for an They were selling pool parts you know like outdoor pools and e-commerce site. there's various parts that go into it. So the number one reason that people didn't buy a pool or sorry didn't buy parts for their pool was that they weren't sure whether the parts they were looking at fit their pool. That's the problem and I think like 40 percent of people that we surveyed that didn't go through with the purchase stated that that's the number one reason. That's a big problem. But now we understood Aha it's a big aha moment for us. This is the reason they're not buying more because they're not sure whether it fits their pool logic right. But what is the solution. Well in this case there is no obvious idea sometimes there might be an obvious idea like I can't read your fonts which make them bigger obvious but in most cases there are no obvious answers and hence you need to come up with multiple good hypotheses for solutions as many as you can. And ideally all the ideas are very different from each other. And now you need to do experimentation to basically A B test A B and test. Which of these ideas for a solution actually works or works the best because some idea might work but some of that is another idea that works even better. It never ends. What also often happens is like the first and the most obvious idea for a solution is not the best one the seventh the eighth idea is actually the one that is that is the best. So what I like to I like to do is like gather around people like a cross-functional group. So we have designers you X people engineers customer success people marketing people all together debating or not debating but like discussing what could be the best idea for a solution where essentially we're brainstorming and we get a variety of ideas and some and then then we'll score these hypotheses we like to use the P Excel framework Google it to then ranked ideas because we can if we come up with nine ideas for a solution we can really run a Navy test with nine variations. In most cases you don't have enough traffic for that and then hence you need to prioritize which which idea to test first second and so on and so forth. So as I said growth through optimization is research plus experimentation and the research bit is 80 percent of the results. If your research is not done or is done sloppily what you experiment with does not matter because most mostly you'll be experimenting with stupid ideas that will make no difference.
Should you follow a list of best practices when working on a conversion optimization project? Maybe. Best practices in the conversion optimization world get a bad rap, but it doesn’t mean they are wrong. In this episode, Peep discusses why following some best practices at the beginning of a project, is actually a good thing. If you don’t have enough data, best practices can at least give you somewhere to start.
There is a best practice for everything really. There is a best practice for homepage there's a best practice for designing a checkout page e-commerce product page you know SaaS pricing page you name it. Actually there are five best practices for every type of page out there. If you google enough. So should you use them? The answer is probably yes. The thing is that best practices is your first hypothesis. You're building your new pricing page and you don't know what you know. You have no data of your own. You start with following the best practice you'll like your competitor is your first prototype so to speak. And the best practice is a synthesis of what has worked for a number of companies in the past. There is no guarantee that any of that stuff will work for you but it's the best chance you got to ship something that that might have a chance of working right out of the gate. Now of course best practices is not optimization in the conversion optimization world. Best practices off the laugh that are made fun of and then and for good reason often. But this practice is to have a great place so when you're building a first version of anything you're designing your first home page etc. you start with the best practice and then you optimize from there. So best practice is where you start not where you end up.
Do you have all the data but it’s siloed in various marketing tools? How do you connect, pipe, and automate data transforms to get value out of your data and why? In this interview, Peep sits down with Dan McGaw, CMO @ EffinAmazing. Dan breaks down marketing automation tools, customer data platforms, and what you can do to plan and organize your marketing tech stack and data pipeline.
Dan’s marketing tech stack tips:
- Engineers shouldn’t own the marketing tech stack pipeline
- Planning is key
- Use the same taxonomy in all your tools
Will copying market leaders best practices grow your business? NO! You must apply best practices, design, copy, etc that are suited for your business to get real results. In this episode, Peep discusses why you shouldn’t rip off companies like Amazon and expect growth in your business.
The answer is no you shouldn't! So let's think about Amazon. So Amazon is doing pretty fine right? Conversion rate for Amazon Prime subscribers is 74 percent. So e-commerce conversion rates so 74 percent of people who go on Amazon Prime members will log in end up buying something that is insane. Right. So what is your conversion rate? Let's imagine it's 5 percent. So then Amazon's conversion rate is 15 times better than your conversion rate. So does that mean that Amazon's design is 15 times better than your design or their copy on their website is 15 times better than your copy? No. So if you just go and rip off their design their copy and expect that you'll you'll now get Amazon style results you´r naive. It doesn't work like that and it's the same thing with any competitor. You built the live chat software. Oh we just going to copy what income is doing just fine. We'll do the same doodles and ta-ta-ta... No that is not how the world works because what goes into somebody's success is there are so many other variables too like what Amazon has done since the 90s and that their brand and their relationship with their customers and like anybody was bought from Amazon before has had you know how many great experiences and there is just so much that goes into building a successful company be it Amazon or intercom or you know whatever it may be. And you just can't copy that by copying the super superficial elements from the website.
Have you looked at your competition? They probably are very similar to you and that’s not helping you make more money. In this episode, Peep discusses why research and building your brand is key to stand out against the sea of sameness.
Why is networking and building business relationships important for growth? It seems that most people who go to conferences or industry events don’t know how to network. How do you become better at networking?
Hey guys I'm here with David Gonzalez and David here runs this event called the Internet Marketing Party and there was just a 10 year anniversary. And David here is a super connector so he knows everybody. And I go to events and you probably go to events and I go to David's events every now and then and and I am my own events and I see people going to these events and failing at networking. You know there's a guy that just tries to sell you something. And so like a lot of people don't know how to network. So what would you say what's the best way to go about it. Well as we talked about for a second before we started there are people that have this process codified way better than I do because I'm more of an organic networker. I love networking and I hate the word like most even even people that don't like networking hate the word. So it's one of those weird things that when it's done Like nobody likes a salesperson right. but when someone's good at selling you you like buying from them right. So I kind of feel like a good networker somebody you enjoy conversing with. So if you know the art and the skill of conversation then you are automatically a good networker. It doesn't matter whether it's at an event with a thousand people or a small intimate dinner party with six people or even if you have one friend over to share with you on a podcast or a video blog like technically speaking you could argue that we're networking right now with our invisible in that moment that you're watching this you are no longer invisible you have become real It's like Schrodinger's kind of thing and I don't mean to sound metaphysical but at the end of the day you and me are having a conversation then that conversation is being transferred to to the viewer right now. But if we were on at an event technically speaking we're either going to step away from the crowd and just have a one on one like sometimes the speaker comes off the stage and the people crowd them. You'll notice sometimes if somebody is really prominent they can pull the speaker away from the crowd. You've seen that happen right. I give you. No I don't think it's like who's out there like that's the head of operations at Google and everybody's like oh like don't even try and listen. Like give them even if you're in a crowded room right. So that leads to the idea of like no no. When I say no your place I don't mean that as in like at the end of the day like we're all created great like equally like where else are astronauts on this spaceship Earth right. So like nobody's better than anybody and in the context of business sometimes it's worth giving credence and paying attention to pecking order meaning if you're brand new in an industry and you're when you have a vision and a goal and an idea of where you want to be. There's a giant gap between there in time and experience and energy and attention and education and intellectual property. There's all the assets that you could possibly amass to get you from there to there in a shorter amount of time. Like if you've got a lot of capital you can show up at an event. If you had one hundred million dollars liquid in your bank account you can show up to pretty much an event and don't have to pay the same kind of pecking order attention because they probably would like some of that money. Yeah yeah. So it's hard to go and connect to A-list celebrities but rather connect with people at your own level and grow together.
Absolutely. And you pay attention like you you care you put some thought in it. Yeah. So besides being a great you know bringing great and having conversations and just making a human connection what else can you do to like maybe you're seeing something I really want to talk to that person but like I don't really know how to start or go you've led right into the next thing which is I alluded to it but I don't think I did a good enough job of clarifying what it is it's clarity of intention and having that intention be almost third party verified because Any schmuck can have an intention. I want to get laid. I want to get rich. I want to get skinny like like so but like Do you have a trusted adviser whether it's a business partner a consultant a spouse. You can say hey my intention for this event that I'm going to is X do you where do you see the flaws in that. Well that's that's pretty big. What you're looking for. I think you should ask. You should go there with a bigger intention and like get clarity on your intention with a third party that you trust and respect to. Then when you're interacting with people the conversations are geared towards those intentions because sometimes you need to go deep to hit a certain intention. But if you want more interviews like this. Subscribe to my channel.