How to get a better conversion rate is a question that many people have. After all, ranking top of Google or YouTube, getting a ton of clicks on your ads, or building a massive Facebook Fan Page is all kinda pointless if you are unable to get conversions, which basically means make more money.
So here are some tips for you as well as a little introductory video on how to get a better conversion rate.
1. You don’t know your Avatar
When I got started, I bought a product called AutoResponder Madness by Andre Chaperon. I learnt this avatar stuff from his teachings so while I don;t take credit for the below info, I applied it and think you should too.
Think about this for a minute. You have 4 folk looking at your offer; a new SEO tool.
James and Jane
The last time James bought a similar tool 2 years ago, he got screwed. His worldview is going to be very different from Jane who regularly buys the latests tools to enhance her online blogging platform and has had some top-notch experiences.
Fred and Luke
If Fred sees his job as an innovator and is encouraged to try new alternatives, he will have a different worldview to Luke who is told to avoid risks and cut costs where he can.
Different people, same product they are looking at, completely different worldview. And therefore the same people will make a different decision based on this worldview that they have.
So what should you do? Change their world view?
Identify a group of folk with a worldview, frame your story in terms of that world view, and reap the benefits.
Does the below sound familiar?
a) Get an offer
b) Drive traffic to that offer
c) Build a relationship via Email
d) Convert and get sales
W-R-O-N-G! Big time. But that is the methodology most people are told, so that is what they do. Perhaps you too? I did it back in the day. We all knew no better.
But something was wrong. A and B went well, we tried C and D just didn’t materialize at all.
One of the most overlooked items when designing a marketing campaign is also one of the most important and should never be skipped:
Identifying your target population.
It sounds so basic, yet it is so regularly skipped.
If you want to attract more of YOUR target population, then you must identify them with laser-like proficiency. One of the best ways to do this is to be able to visualize your target market. I recommend using an Avatar approach. This way you can envision exactly what your target looks like. Once you can see them in your minds eye, it’s much easier to attract them.
If you are selling weight loss products for instance, who exactly are you trying to attract??
“anyone who is overweight”====>>>> Nope!
That is just way too broad a spectrum of people to effectively attract. You must get much more specific as to who they are.
The lesson here is to be more specific and don’t try to attract absolutely everyone. As the old story goes “He who chases two rabbits catches none”.
You must get specific for each campaign. You should note that you can have multiple “ideal prospects” and their related Avatars, however, each campaign must be addressed to a specific population to be able to appeal to their specific needs, challenges and other emotional triggers.
The importance of understanding your audience.
It is important not to try to market to everyone.
A creative way to get this process rolling is to create what is known as an Empathy Map
You may need to change it, add to it, alter it…but you DO need to start it.
Put simply, an empathy map is the world from someone else’s Point of View. It is what THEY see, do, think, feel and hear. Their ‘worldview’
It is THEIR world perspective. Not yours.
It is more than a demographic of your ideal customer; you are getting inside their head and writing down their aspirations, fears, dreams, environment and concerns.
Write all this down, and you have an empathy map. It can be hard at first, but just get started.
Get A Better Conversion Rate – Empathy Map Difficulties
The problem that you will face (I did too, believe me) is that your empathy map is not skewed by your OWN worldviews. In other words, it must be unbiased. That is hard….
You need to try to look through the lens of your ideal customer.
I recently read an article about how Daniel Day-Lewis prepares for his acting roles. It is extreme to say the least. He gets in character, sometimes for 8 months at a time.
He has had his ribs broken, lived in a real prison, gotten a boxing license. Heck, in his Oscar-winning performance of My Left Foot, it was reported he acted as if he could not walk for the duration of the filming, so much so that crew had to carry him around. But he won an oscar and it is viewed as THE model of how acting should be done.
Now you do not need to go to such extremes in creating your empathy map…but you get my drift.
This is an Empathy Map Example
2. You don’t know your numbers
You cannot scale what you aren’t measuring. In short, you must be tracking and know your numbers so you can optimize and scale. Here is an introduction to tracking so that you can learn more on this score. Here is an introduction to CPV LAB, the tracking platform I use myself. To grab it at a discount, you can use this coupon Code at the check out: ADAMPAYNE via this CPV LAB link.
3. You Have not Split-tested
If you have ONE landing page, ONE Facebook ad, ONE Image, then you are not marketing. You are praying that the ‘guess’ that you have made will be a success.
I was speaking to one of my mentors who was telling me that at his peak, they were running huge amounts of traffic to an offer and changing out the landing pages every 12 hours. New colors, new headlines, new images…
The thing is, that to do this, you must be tracking so that you can see how the changes affect the numbers.
4. You suck at telling stories
Stories create a connection with your audience. Stories allow you to persuade your prospect to take certain steps over just throwing up data on them.
A story gives someone an emotional experience of action. The prospect will feel this experience so they will feel that they are taking the action of the main character.
Good stories are simple. Built on a very simple foundation of elements. Character, desire and conflict.
5. You are emotionally attached to a campaign
When I created my first ever Teespring campaign, I was sure it would be a home-run. After all, I had followed all the training of a great course I had bought. The campaign was designed by a VA and looked awesome. My targeting was spot on.
But, after $70 spent, I looked like this guy:
The thing was, I couldn’t let go. I had put sweat and tears into this campaign and would not accept that it was a failure. The real reason it failed, I guess I’ll never know. But what I should have done was killed the campaign after 48 hours, and moved onto another one.
So, if stuff fails, so be it. Never get emotionally attached to a campaign
I hope this post about how to Get A Better Conversion Rate has helped you. Making money online is NOT easy. If it were, everyone would be rich. It takes time, effort, education and a ton of mistakes (many of which will cost you money).
PS… I’d really appreciate it if you either left a comment or tweeted this post 🙂 Thanks.
Tracking is a funny old thing. Everyone knows they should be doing it, but most don’t. Grown intelligent folk suddenly become quivering wrecks with the possibility that they have to get their hands dirty and do the boring stuff.
Don’t let that be you. This post is to serve as an introduction to tracking with CPV Labs, my tool of choice. There are others out there of course, but this is what I have studied and use now.
A while back I was clueless about tracking until I took a course that taught it and now I have an understanding of it. It showed me that paid traffic is all about knowing your numbers. Know them, and you know when to quit a campaign or to scale up. Without tracking, none of this is possible.
You can’t improve what you can’t measure
This is very true, but it’s no good unless you know what you are doing tracking wise so let’s start from the beginning with a tracking introduction.
SUBID tracking is one of the most basic ways to understand what works. Unfortunately, different affiliate networks use a slightly different system. Nothing we can do about it but you won’t need to learn too many.
ClickBank, JVZoo and most CPA networks let you add a text of your choosing to the end of affiliate links. This is called a Sub ID. Let’s look at an example with regards to Clickbank:
http://4bf0fc13sl5e0nc9n5vdrm61dq.hop.clickbank.net/ (raw link with no tracking)
To activate the Sub ID, the network will give you an extra bit to add to that, something like: ?tid=
Now, if someone clicks on this link (and maybe buys) you can see so inside of Clickbank. If you were running traffic to this offer from more than one place and you made a sale, this will allow you to know where the sale came from.
Tracking with CPV Labs
CPVLab.com runs on your own server, is very powerful, and gives you complete control over how you want your sales funnel to function. You can have a 1-page landing sequence or a 5-page sequence. A squeeze, video, or article. Pretty much anything you can imagine.
It even allows you to test different sales funnels against each other, which is our favorite part. Here’s a quick demo of how it works…
Tracking with CPV Labs – Introduction
And here is how to use it withFacebook…
CPV Tracking and Facebook Tutorial
Granted, there is a learning curve but they have videos and good support and once you try it, you will wonder why you took so long to use it.
Want to learn more about real affiliate marketing? Not the usual stuff but the behind the scenes underground stuff that people don’t teach… but works?
Things like bit.ly are fine to an extent if you just want to see how many clicks a link gets. But you cannot now much more and they won’t suffice to check conversions, ROI and more important metrics. CPV Labs is what I recommend if you are serious.
So to summarize. You must track period. CPV Labs is worth it. Yes, it’s not super cheap but cheaper than wasting money doing nothing. You will need a domain to host it on, a VPS such as Beyond Hosting (they put CPV Labs on your domain for you) and an SSL certificate (Beyond Hosting do all that too).
The certificate is for security and changes the http to https. Beyond Hosting Discount here if you want to check it out.
That’s it 🙂
PS..If you enjoyed this post on an Introduction to tracking with CPV Labs, then please leave a comment ans share the post. Thanks
After chatting to a lot of people, it seems there are 2 misconceptions about YouTube Ads:
1. They are difficult
2. They are this year’s in thing
In this post, I will dispell both of the above concepts and my goal is to provide you all with a blueprint to creating a Youtube Ad even if you are completely clueless about the whole deal. So, How do YouTube Ads work?
How do YouTube Ads Work? The First Step
Before you even get started with a YouTube Ad ( and we will get into different types of ads in a minute), you’ll need a Google Adwords Account. To get one simply go here: www.google.com/adwords. Follow the on-screen instructions.
Make sure you enter the correct credit card and billing information as you won’t be able to move forward after this.
The next step is to link your YouTube Channel.
1. Log in to YouTube as usual and go to Creator Studio.
2. Hit the Channel tab and then the advanced tab.
3. From here, hit the ‘Link Adwords Account’ and then paste your Google Adwords ID number (Found in your Adwords account).
4. Name the account, check the 3 boxes and then job is done. you just need to wait for approval.
Now you are ready and able to create your First YouTube Ad. But this post is more to explain How YouTube…
How do YouTube Ads Work? – The Three Main Types
First let’s look at in-Search Ads.
These are the best ones for the beginner as you do not need to actually create a new video. You just use one of your existing ones.
These appear at the top of the search results after someone types in a search query
As you can see, they are related to my original search. A click on the Rosetta Stone Ad takes me here:
This is great, as it is their CHANNEL. More branding and teaches me about them and what they have to offer.
If I click the annotation, I go here:
A landing page that is congruent and uses similar coloring…
Not only will this Ad attract clicks, but if the video does a good job, it will re-redirect the traffic to a place of the advertiser’s choosing.
Oh, and it will also increase views which in turn will lead to better rankings. Who said buying views was bad?
These are best for beginners. In short you are paying for the top spots on the RIGHT of the video you are watching
The funny thing here is that this takes me to YouTube’s ads platform. Perhaps they want me to take out an ad?
Now, let’s look at in-stream Ads.
In-stream ads are what most people think of when it comes to YouTube Ads. Now, most people think they are annoying as hell, and that’s fine. But…They work IF done the right way.
In-stream ads are small videos that play before the video that you are hoping to watch. Often, you have the option to click away after 5 seconds.
These appear ‘before’ the video you are looking for plays.
These ads need to catch the viewers’ eye and take them away from the content they had just chosen to view.
In doing so, targeting is incredibly crucial, as you want to keep your advertising as “on topic” as possible to the video your viewer just made clear they wanted to watch…
You only pay if 30 seconds are watched. If the viewer skips before the 30 secs are up, you don’t pay anything. However if a viewer watches 30 seconds of your ad you will still be charged for that whether they click the ad or not. Then of course if somebody actually does click on your ad you will be charged.
A huge difference with these ads is that when clicked viewers get sent to a website of your choice instead of your video.
This one took me here:
More congruency and non-threatening.
So these are CPV ads (Cost per view). Even if someone skips the ad, it is still FREE branding for you or your company.
Make a 60 Sec Video. Qualify them to click away early to stop wasting money. You can do this by making a simple script.
“Are you interested in using a super powerful traffic source to get more leads for your business? If not, then please click away now. But if so, let me introduce myself……
Of course, there is more to YouTube Ads. You need to know about conversions, analytics, targeting and so on, but I hope this post has given you an insight into what Youtube Ads are and how they work.
Once you have something to offer, you know your ideal customer and have a place to send them, then you really should delve into this untapped and misunderstood market.