Online Marketing for Profits https://nicolasfradet.com/blog/ Online Marketing for Profits – Grow your Internet Business and Master the Art of Online Income… The Smart Way. Tue, 21 Jan 2020 21:07:27 +0000 en-US hourly 1 https://nicolasfradet.com/wp-content/uploads/2018/06/Nicolas-Fradet_Favicon_32x32.gif Online Marketing for Profits https://nicolasfradet.com/blog/ 32 32 Nicolas Fradet, the internet marketer behind the Online Marketing for Profits Blog reveals the latest tactics that turn online visitors from lurkers to paid customers. A Conversion Rate Expert consultant, where he's worked on growing companies like Vimeo, Amazon, Hertz, GQ Magazine and Lloyds Banking to name a few, Nicolas gives you easy to implement step-by-step techniques - i.e. real actionable insights, not random fluff - to acquire new customers, increase your list, lift your sales and grow your business. You'll learn how to do email list building, copywriting, product launches, affiliate marketing, social media, SEO, conversion rate optimization, A/B testing and passive income... the smart way. It's online marketing made easy. Nicolas also shares his own funnel strategies, from paid traffic channels such as Facebook, Google Adwords, Youtube and Twitter, to landing page optimization and segmentation, and finally to e-commerce checkouts and much more. Nicolas is also a body language expert, and includes a short segment on having a good body language as entrepreneurs in each episode. Nicolas Fradet clean episodic Nicolas Fradet nicolas@elestrad.ca nicolas@elestrad.ca (Nicolas Fradet) Copyright Online Marketing for Profits - 2015-2016 Digital marketing tactics to master online paid traffic, email list building, SEO, passive income, conversion optimization to grow your internet business. Online Marketing for Profits http://www.onlinemarketingforprofits.com/wp-content/uploads/powerpress/OMfP_orig_softgreen_1400x1400.jpg https://nicolasfradet.com/blog/ Weekly The Definitive Guide to SEO in 2020 [OMP 014] https://nicolasfradet.com/definitive-guide-seo/ Sat, 11 Jan 2020 18:13:53 +0000 http://www.onlinemarketingforprofits.com/?p=11090 https://nicolasfradet.com/definitive-guide-seo/#respond https://nicolasfradet.com/definitive-guide-seo/feed/ 0 <p>Confused by SEO? Bradley Benner, of Semantic Mastery, is an SEO expert and he'll guide us through the best SEO tactics, including critical yet unknown on-page factors, the best ways to leverage social media to boost your rankings, and the one thing you need to do right now to be compliant. </p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/definitive-guide-seo/">The Definitive Guide to SEO in 2020 [OMP 014]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Show Notes

Confused by SEO? Bradley Benner, of Semantic Mastery, is an SEO expert and he'll guide us through the best SEO tactics in 2020, including critical yet unknown on-page factors, the best ways to leverage social media to boost your rankings, and the one thing you need to do right now to be compliant.

In The Offline Ignition Minute, I'll introduce the concept of “Power Posing”.

Here are some topics discussed in this episode:

  • Why keywords are NOT as important as they used to be
  • How to work with Google instead of against it, so you don't get SMACKED by a future update
  • Think your number of followers is a key factor? WRONG! Bradley shares what is
  • How USER METRICS are now critical on-page ranking factors, and how to OPTIMIZE them
  • What are “Niche Followers” and how that impacts your rankings
  • How to be “AMP compliant” (you need this ASAP)

Links mentioned in this episode

SemanticMastery.com – Bradley's SEO Training
Facebook AMP Creators – Bradley's Facebook Group on Accelerated Mobile Pages
GT Metrics – Analyze your site’s speed and make it faster
Cloudfare – Content Delivery Network
Cloudfront – Amazon's Content Delivery Network

The Offline Ignition Minute

body-language-power-poses

And here's Amy Cuddy's talk at TED:

And… Thank You For Listening!

Thanks so much for joining me this week on Online Marketing for Profits.

Have some feedback or a question you’d like to share? Please leave a comment below!

*** If you enjoyed this episode, please share it using the social media buttons on this page. ***

Want to give back?

Just leave an honest review for the Online Marketing for Profits Podcast on iTunes. Ratings and reviews help with the ranking of the show and I welcome every single piece of feedback I get because that's how I can make the show better.

And finally, don’t forget to subscribe to the show on iTunes to get automatic updates! 🙂

Until next time!

– Nicolas

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Confused by SEO? Bradley Benner, of Semantic Mastery, is an SEO expert and he'll guide us through the best SEO tactics, including critical yet unknown on-page factors, the best ways to leverage social media to boost your rankings, Confused by SEO? Bradley Benner, of Semantic Mastery, is an SEO expert and he'll guide us through the best SEO tactics in 2016, including critical yet unknown on-page factors, the best ways to leverage social media to boost your rankings, and the one thing you need to do right now to be compliant. Nicolas Fradet clean 44:26 Confused by SEO? Bradley Benner, of Semantic Mastery, is an SEO expert and he'll guide us through the best SEO tactics in 2016, including critical yet unknown on-page factors, the best ways to leverage social media to boost your rankings, and the one thing you need to do right now to be compliant.
Pat Flynn: The 3 “Ps” for Scaling Your Audience [OMP 013] https://nicolasfradet.com/pat-flynn-scaling-your-audience/ Thu, 02 Jan 2020 12:48:57 +0000 http://www.onlinemarketingforprofits.com/?p=11085 https://nicolasfradet.com/pat-flynn-scaling-your-audience/#respond https://nicolasfradet.com/pat-flynn-scaling-your-audience/feed/ 0 <p>Do you want to grow your audience? Pat Flynn, host of the Smart Passive Income podcast, shares his 3 "Ps" for creating a market map that will help you scale your audience, even if you are a blogger, Youtube producer or podcast host.</p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/pat-flynn-scaling-your-audience/">Pat Flynn: The 3 “Ps” for Scaling Your Audience [OMP 013]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Show Notes

Do you want to grow your audience? Pat Flynn, host of the Smart Passive Income podcast, shares his 3 “Ps” for creating a market map that will help you scale your audience, even if you are a blogger, Youtube producer or podcast host. In The Offline Ignition Minute, we'll look at “closed” arm gestures.

Here are some topics discussed in this episode:

  • The 3 Ps for identifying your audience & TRANSFORM your business in just one day
  • How to create a MARKET MAP to stand out from the crowd (it's dead easy)
  • The best places to advertise or write guest posts so you don't WASTE your advertising budget
  • How to find “CREME OF THE CREME” guests for your podcast, Youtube channel or blog
  • A “foolproof” and FREE way to test a new idea BEFORE you commit time and money to it
  • How the best interview guests are often hidden within YOUR OWN audience. (and how to find them)
  • The “poster child strategy” for leveraging an INFLUENCER in your market and growing YOUR traffic

Links mentioned in this episode

SmartPassiveIncome.com – Pat Flynn's website.
Buzzsprout.com – Podcast hosting solution.
Buffer.com – Easily post on multiple social media platforms.
Ifttt.com – Automate your business.
My “Copy & Paste” Swipe File – Includes my 53-point Conversion Checklist.

And… Thank You For Listening!

Thanks so much for joining me this week on Online Marketing for Profits.

Have some feedback or a question you’d like to share? Please leave a comment below!

*** If you enjoyed this episode, please share it using the social media buttons on this page. ***

Want to give back?

Just leave an honest review for the Online Marketing for Profits Podcast on iTunes. Ratings and reviews help with the ranking of the show and I welcome every single piece of feedback I get because that's how I can make the show better.

And finally, don’t forget to subscribe to the show on iTunes to get automatic updates! 🙂

Until next time!

– Nicolas

The post Pat Flynn: The 3 “Ps” for Scaling Your Audience [OMP 013] appeared first on Nicolas Fradet.

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Do you want to grow your audience? Pat Flynn, host of the Smart Passive Income podcast, shares his 3 "Ps" for creating a market map that will help you scale your audience, even if you are a blogger, Youtube producer or podcast host. Do you want to grow your audience? Pat Flynn, host of the Smart Passive Income podcast, shares his 3 "Ps" for creating a market map that will help you scale your audience, even if you are a blogger, Youtube producer or podcast host. Nicolas Fradet clean 29:38 Do you want to grow your audience? Pat Flynn, host of the Smart Passive Income podcast, shares his 3 "Ps" for creating a market map that will help you scale your audience, even if you are a blogger, Youtube producer or podcast host.
How To Cash In on Instagram [OMP 012] https://nicolasfradet.com/cash-in-on-instagram/ Fri, 20 Dec 2019 13:22:00 +0000 http://www.onlinemarketingforprofits.com/?p=11075 https://nicolasfradet.com/cash-in-on-instagram/#respond https://nicolasfradet.com/cash-in-on-instagram/feed/ 0 <p>In this episode,"The Wolf Millionaire of Instagram, Anthony Carbone" shares his latest tactics to get paid on Instagram and generate a 6 figure income. In The Offline Ignition Minute, we'll look at using "open gestures" when speaking in public. </p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/cash-in-on-instagram/">How To Cash In on Instagram [OMP 012]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Show Notes

In this episode,”The Wolf Millionaire of Instagram, Anthony Carbone” shares his latest tactics to get paid on Instagram and generate a 6 figure income. In The Offline Ignition Minute, we'll look at using “open gestures” when speaking in public.

Here are some topics discussed in this episode:

  • The Number of Followers You Should Have BEFORE You Start Thinking About Monetizing Your Instagram Account
  • How To Find Hungry Advertisers EAGER To Pay You
  • 4 Types of Monetization Strategies That Are CURRENTLY Red Hot
  • What Instagram Millionaires Are Selling And How To Duplicate Their Tactics
  • How To EASILY Find Out How Much You Should Be Charging For A Paid Post
  • What Tools Can Give You Detailed Statistics On Your Followers Behavior
  • Where To Find Other People's Products To Push To Your Followers
  • How To Leverage Your Instagram Expertise Into A Brand New Revenue Stream

Links mentioned in this episode

WolfMillionaire.com – Anthony's website about building an Instagram business
Instagram.com – Well… Instagram. 🙂
HashtagPaid.com – Marketplace for Selling instagram Ad Placements
InstaBrand.com – Marketplace for Selling instagram Ad Placements
SnapFluence.com – Marketplace for Selling instagram Ad Placements
IconoSquare.com – Instagram metrics
SocialBlade.com – Instagram metrics

The Offline Ignition Minute

Here's the “basic” position you should get into as a default when you are speaking in public:

Film director Salman Khan
Film director Salman Khan
German Chancellor Angela Merkel speaking (sitting down)
German Chancellor Angela Merkel speaking (sitting down).

And… Thank You For Listening!

Thanks so much for joining me this week on Online Marketing for Profits.

Have some feedback or a question you’d like to share? Please leave a comment below!

*** If you enjoyed this episode, please share it using the social media buttons on this page. ***

Want to give back?

Just leave an honest review for the Online Marketing for Profits Podcast on iTunes. Ratings and reviews help with the ranking of the show and I welcome every single piece of feedback I get because that's how I can make the show better.

And finally, don’t forget to subscribe to the show on iTunes to get automatic updates! 🙂

Until next time!

– Nicolas

 

The post How To Cash In on Instagram [OMP 012] appeared first on Nicolas Fradet.

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In this episode,"The Wolf Millionaire of Instagram, Anthony Carbone" shares his latest tactics to get paid on Instagram and generate a 6 figure income. In The Offline Ignition Minute, we'll look at using "open gestures" when speaking in public. In this episode,"The Wolf Millionaire of Instagram, Anthony Carbone" shares his latest tactics to get paid on Instagram and generate a 6 figure income. In The Offline Ignition Minute, we'll look at using "open gestures" when speaking in public. Nicolas Fradet clean 38:35 In this episode,"The Wolf Millionaire of Instagram, Anthony Carbone" shares his latest tactics to get paid on Instagram and generate a 6 figure income. In The Offline Ignition Minute, we'll look at using "open gestures" when speaking in public.
How To Grow Your Instagram Followers… Fast [OMP 011] https://nicolasfradet.com/grow-instagram-followers-fast/ Wed, 06 Nov 2019 13:18:16 +0000 http://www.onlinemarketingforprofits.com/?p=11060 https://nicolasfradet.com/grow-instagram-followers-fast/#respond https://nicolasfradet.com/grow-instagram-followers-fast/feed/ 0 <p>Anthony Carbone - who has 14 Million Instagram Followers - shares with me his best strategies to quickly grow loyal Instagram followers. In The Offline Ignition Minute, we look at "open vs closed" nonverbal cues that will help you be a better presenter.</p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/grow-instagram-followers-fast/">How To Grow Your Instagram Followers… Fast [OMP 011]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Show Notes

Anthony Carbone – who has 14 Million Instagram Followers – shares with me his best strategies to quickly grow loyal Instagram followers. In The Offline Ignition Minute, we look at “open vs closed” nonverbal cues that will help you be a better presenter.

Here are some topics discussed in this episode:

  • The Single Question You NEED To Ask Yourself BEFORE You Even Start Posting A Picture
  • How To Make Sure Your Avatar & Bio Are Optimized For Growing And Generating REVENUE
  • How Often To Post To Maximize Your Instagram SCORE
  • How To Get FEATURED In Instagram’s “Discover or Explore” Page
  • What Type of Photos Get More SHARES & LIKES
  • The Best “Long Tail” Hashtags To Use And Why
  • When To “Tag” Someone To Leverage THEIR Followers

Links mentioned in this episode

WolfMillionaire.com – Anthony's website about building an Instagram business
Instagram.com – Well… Instagram. 🙂

And… Thank You For Listening!

Thanks so much for joining me this week on Online Marketing for Profits.

Have some feedback or a question you’d like to share? Please leave a comment below!

*** If you enjoyed this episode, please share it using the social media buttons on this page. ***

Want to give back?

Just leave an honest review for the Online Marketing for Profits Podcast on iTunes. Ratings and reviews help with the ranking of the show and I welcome every single piece of feedback I get because that's how I can make the show better.

And finally, don’t forget to subscribe to the show on iTunes to get automatic updates! 🙂

Until next time!

– Nicolas

The post How To Grow Your Instagram Followers… Fast [OMP 011] appeared first on Nicolas Fradet.

]]>
Anthony Carbone - who has 14 Million Instagram Followers - shares with me his best strategies to quickly grow loyal Instagram followers. In The Offline Ignition Minute, we look at "open vs closed" nonverbal cues that will help you be a better presenter. Anthony Carbone - who has 14 Million Instagram Followers - shares with me his best strategies to quickly grow loyal Instagram followers. In The Offline Ignition Minute, we look at "open vs closed" nonverbal cues that will help you be a better presenter. Nicolas Fradet clean 48:37 Anthony Carbone - who has 14 Million Instagram Followers - shares with me his best strategies to quickly grow loyal Instagram followers. In The Offline Ignition Minute, we look at "open vs closed" nonverbal cues that will help you be a better presenter.
10 Things I Learned About Business By Playing Poker Professionally [OMP 010] https://nicolasfradet.com/business-and-poker/ Sun, 03 Nov 2019 12:57:22 +0000 http://www.onlinemarketingforprofits.com/?p=11054 https://nicolasfradet.com/business-and-poker/#respond https://nicolasfradet.com/business-and-poker/feed/ 0 <p>In this episode, I'll share business tactics that I discovered while playing poker professionally for 7 years such as reading people, spotting the best opportunities and negotiation.</p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/business-and-poker/">10 Things I Learned About Business By Playing Poker Professionally [OMP 010]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> In this episode, I'll share business tactics that I discovered while playing poker professionally for 7 years such as reading people, spotting the best opportunities and negotiation. In The Offline Ignition Minute, we'll look at establishing a “baseline”.

Show Notes

[TRANSCRIPT]

Hey, this is Nicolas, and welcome to Online Marketing for Profits, episode 10. Finally the double digit number. I'm glad to be recording this one today.

As I'm recording this, I'm actually preparing to attend the Traffic and Conversion Summit in San Diego, hosted by the guys from Digital Marketer. This is a conference I attended last year. I've been following these guys for years and years now. Finally attended last year, and I'm going back this year. It really, really is an awesome conference, filled with a lot of tactics and hacks. It's very hands on. It's very focused on, I think, exactly what I do, solo-preneurs, and people that run home businesses or that want to start home businesses, or that run little, or very small to medium sized companies. Sure, big brands and all that can certainly use these tactics, but I think if you're thinking about starting a business, or if you are running a small business yourself, this is really the conference to attend to. It really is filled with a lot of things that you can take away and start using in your online business the next day.

Looking very much forward to attending it, and if you happen to be in the vicinity, and you happen to attend the conference, I think there were four or five thousand people last year, so quite a bit of people out there, if you happen to be there, just shoot me an email, shoot me a message on Twitter or whatever, try to get a hold of me. Maybe we can catch up and grab a drink or something like that. I'd love to hear about it, so let me know if you're near, if you're in San Diego in February for the Traffic and Conversion Summit.

THIS IS A RAW TRANSCRIPT OF THE PODCAST WITHOUT ANY ALTERATIONS FOR READERSHIP. FOR THE BEST LEARNING EXPERIENCE, PLEASE LISTEN TO THE PODCAST VIA ITUNES, SOUNDCLOUD, STITCHER OR ON DIRECTLY THIS PAGE.

The episode of today is really something I was looking forward to sharing, because if you listened to episode one, where I introduced myself and shared my back story and what brought me to be a conversion optimization consultant, you know that I actually started … I have a background in engineering, and eventually I left that to play poker professionally. I did that for about seven years, and during that time, it's during that time I was actually starting to build websites around poker, sharing my knowledge, and doing affiliate marketing, and community management, list building and all that. That's really how I really got started in online businesses.

There's a lot of similarities between grinding it out at the poker table, and grinding it out in running a business. There's a lot of things that are in common, if you know what to look for, and there's a lot of things I'm taking away from my poker days … I don't play poker professionally anymore, obviously. I still do from time to time with friends, but very little, compared to what I used to do. But there's a lot of things I'm taking from that time and applying them every day in my online business.

Today I'm going to share with you my top ten things I learned about running a business by playing poker professionally.

1. Know Your Numbers

The number one thing, really, is to know your math. You need to know your numbers. If you're playing poker, we call these odds, and pot odds, and implied odds. The odds of winning a hand, so if you have a jack and a ten in your hand, what are the odds of that hand winning? What are the odds of that hand winning once you get more cards, when you hit the flop?

If you've never played poker before, there might be a few terms here and there that I throw in, that I hope I'm not going to lose you, but I'm going to try to simplify it to the max, so that you can certainly follow along. As you … Typically in Texas hold em for example, you start with two cards, and then as the hand progresses, there are other cards added to the mix. Your odds of winning the hand will change as more and more cards get added. You need to know the odds of your hand winning and how much money you can make from it at pretty much every given second of a hand.

In business, knowing the numbers is crucially important. You need to know, for example, what's your cost of acquisition of a customer, of a lead. How much does that cost you? How much is your maybe lifetime customer value? If you're selling a product or service, how much does, on average, one single customer, how much did they spend on average?

For example, if your cost of acquisition is $12 dollars, but you know that your lifetime customer value is, let's say $84, obviously it's a good deal for you to continue to advertise, and keep focusing on acquiring new customers.

It's really, really important to know these numbers, because you can easily get astray, and start thinking that you're making money, while you're not. Also, it helps you focus on what's more important. For example, if you want to grow your traffic, but you don't know what your cost of acquisition is, you can easily be spending way too much money and not knowing exactly if it's going to be worthwhile. If you know what your conversion rate on a single page is – something I work with every single day with clients – you need to know, what would maybe doubling that conversion rate, how much would that effect your revenue? That's really important.

If you've never watched Shark Tank, it's really a show that I recommend people watch. It's a really good crash course into basic business fundamentals. One of the things that they really stress out is, you need to know these numbers. If you watch these days, you'll see that people don't make that mistake, but if you go back and watch episodes from season one or two, you'll see that some people come up on the show, and they barely know these numbers, and they get really smacked by the sharks telling them that they need to know these numbers, because if they don't, they're kind of shooting darts in the dark sometimes. Number one thing, really, know your numbers.

2. Pick Your Spots

The second thing is, it's really important to pick your spots. Don't try to do everything at the same time. Do one thing right. In poker, you can say that it's important to select a table that's going to be, perhaps, your best opportunity to win. Before you sit down at a table to play … I'm not necessarily talking about a Friday night game at your friend's, but if you go to a casino, oftentimes you have a choice of maybe 5, 10, 15, 20 tables that you can play at. You don't have to sit down at the first table you walk across. You can take a step back, watch what they're doing to see if there's some good players in there or some pretty bad players, and then maybe you can say, “Okay. I'm good enough to beat this game. I see these mistakes being done at the table. I'm going to sit on this one.”

In the same way, in poker, we never play all the hands. There's some hands that are not good enough, they don't win often enough, to even warrant playing them. As you get those trash hands, like we call them, we just throw them away and move on to the next one. Picking your spots and picking your table is really, really, crucially important in poker. If you don't do these things right, you're just going to lost from the start.

In business, it means focusing on the best business opportunities. It means not doing everything at the same time. If you're running a blog, you're trying to get affiliate offers to it, you need to decide what's your biggest opportunity, and to do that right. It might be that you need to blog every day to get more traffic, get more clicks on your affiliate offers that you're pushing, and that might be your sole focus. It might be that you already have a lot of traffic, and now you're trying to build your email list. You need to focus on getting more people to your opt in page, getting them to convert, and maybe working on your email strategy, email follow ups after that. You don't want to get sidetracked by then going to do, “I'm going to work on my Twitter, I'm going to do YouTube videos, I'm going to do Instagram, I'm going to post blogs, I'm going to come up with a video course, I'm going to work on getting leads, I might do a podcast, then I'm going to do a Facebook page, and I'm going to do all that, this and that,” it's really, really … It's close to impossible to be successful in all of this. You're playing all the hands basically you don't want to do that. You want to focus on the best opportunities, your best hands, and really focus just on those.

In the same way, when you're playing poker, it's okay to switch tables after you discover it's too hard to win at your table. Sometimes maybe the players at your table will change. It was a table you were able to beat an hour ago. Now the two worst players have left, and now you discover that this table is too hard to win, “I'm going to switch.”

The same thing in your business, you can certainly say, “A year ago it was okay to work on these tactics on Twitter. Nowadays everybody does it, so I'm going to move on to something else.”

Also, don't play games that you don't understand. Even if you see lots of people making money from them. It goes back to playing all the hands, and focusing on the best business opportunities. Oftentimes we see, there's a lot of courses on pretty much everything that has to do with online marketing. It doesn't necessarily mean that if someone else is making money from it, you can too, or it's going to be easy to do it too. Focus on one thing you're good at, do it well, and maximize that opportunity.

3. Be “Tight Aggressive”

Number three. In poker, we have a saying that says, “It's important to be tight aggressive.” Tight aggressive means that once you've picked your spot, once you've selected the table, once you've picked a hand that's a winner, it's important to be aggressive. You're tight in the sense that you don't play everything, you don't focus on all the opportunities, and you're aggressive, meaning that once you've picked one that you think is a good opportunity, you go all in at it.

In poker, we say we go all in. We'll pick a hand, and we say, “This is a hand I think can win over the hands of my competitors. I'm going to put as much money as I can in the pot to maximize the return, because this right now is the best hand.” That's a good strategy. You don't want to do that every hand, because again, some hands are losers, but if you do it enough with your strongest hands, and someone else follows you and puts the same amount of money in the pot with worse hands, you're bound to make money in the long run, and that's what you're looking for. You need to be aggressive with those spots that you decide to pick.

In business, it means be willing to sometimes take some risks if the situation is good. If you're presented with an opportunity to, let's say invest in something else, you're presented with an opportunity to maybe buy a property, or to set up a course that might be something different that people are not expecting, you think there's a bit more risk involved in that … If you think that the risk is worth the reward, then go for it. It's all about having a positive expected value.

The same way that, when you are dealt a pair of aces in Texas hold em, you're not guaranteed to win, but you have the best chance to win out of everyone at the table, because pair of aces is the best hand. You're not going to win all the time, but it's certainly a risk you typically want to take, and you want to put as much money in the pot as you can.

In business, if the situation has a positive expected value, you go for it. Unless, and there's a quick caveat, unless the stakes are too high, and you risk losing everything. In the same way, don't play with money you can't afford to lose. This applies, for example, in poker, in a tournament. In a tournament, at the end … Especially at the end where you can make a lot of money, that's where the money is, there can be some situations where the stakes are too high, you risk losing, for example, your entire stack – all the chips you have in front of you – for a reward that's not really there.

For example – I'll give you a quick example – in poker tournaments, sometimes the buy in – the amount of money you need to pay to get into a tournament – is too high for a lot of people. For example, some tournaments have a $10,000 buy in, so not everyone can afford that, obviously. How we do it is, we run what we call satellites, or super satellites. Basically, a super satellite is a tournament, might be 100 people in it. Everyone pitches in $1,000. Instead of paying $10,000, we pay $1,000, and now there's – if there are 100 players – there is $100,000 dollars it the pool, divided by the entry fee, which is $10,000 dollars – that's the tournament we want to get in – it means there are ten spots for the hundred players. Everyone pitches in $1,000, there are 100 players, that's $100,000 dollars, but we want to get into a $10,000 dollar tournament, it means there are ten spots in the tournament.

We play the super satellite. It's a normal tournament. We play it out, and we play until we go from 100 players to ten players, and those ten players will get a voucher to play in the big $10,000 tournament. What happens if there are 11 players left? There are 11 players left, and you have the biggest amount of chips out of all the 11 players left, and you're dealt a pair of aces. I said before, this is a positive expected value. You have a very good hand. You should go for it and put all the chips you want in front of them. But this is the difference. You don't need to, in this instance. If you just fold the pair of aces, you're just very much likely, because you have the most amount of chips, to get into the top ten and get your seat for the big event. In that situation, the stakes are too high. You risk losing everything if you happen to lose with your aces, which happens from time to time. It's a risk you don't need to take.

That happens also in business, when you're faced with some situations where it may be you're asked to put a lot of your revenue, a lot of your bank roll, your business bank roll, into a [inaudible 00:17:29] situation that, if it doesn't turn out good, you lose everything. That's something that you want to be aware of when we talk about gambling and being willing to take risks, even if the situation is good.

4. It's Much Harder To Win When You Have More Competitors

Number four. If there are too many competitors, sometimes our irrational, or inexperience, or whatever it is, even if you're the best one, it's a lot harder to win. You might be the best copywriter out there, or you might be the best SEO guy. You might be the best at something that really differentiates you from the pack, and that's great. It doesn't mean that you can win at, for example, coming up with an online business.

In poker, going back to that big tournament example, even if you're the best player out there, it doesn't necessarily mean that you're going to win all the time. It doesn't work that way. Poker has an amount of luck involved, and at some point, the larger the number of competitors in the tournament, it's going to be much, much harder to win the tournament.

Quick example. If you're playing a 5,000 player tournament, you're going to win a lot less often than if you're playing a five person tournament. If there are too many competitors in your business niche, if you're in too big of a market, you need to scale down and niche, and find the niche where you can be the best in a much smaller niche, and at least differentiate yourself that way.

It's going to be a lot harder to win when you go for these big markets, and those too large of a market where there are too many competitors, and people are being bombarded left and right from sales messages in these markets. For example. Health is a good example of money making, big markets, that if you're being too broad, it's going to be very, very difficult, or almost impossible, to win. You need to scale down, so you need to be like, “I'm going to show you a way to get abs,” instead of, “I'm going to show you a way to lose weight,” because lose weight is way too large. Get abs is something much, much smaller, and even that is probably too niche, it's probably not niche enough, but you get the idea. You need to shoot a lot less large when you go after these markets, because there are too many competitors in the big markets.

5. Master Human Behavior & Personal Branding

Number five is about human behavior and branding. When I first started playing poker, I basically focused on the four ingredients I talked about today, which are knowing your numbers, picking your spot, don't play all the hands, being aggressive when I do have a good hand, and focusing on games I can beat and not – even if I'm the best one – staying away from maybe games that are too difficult or too many competitors and all that.

Then, I kind of stumbled upon some books that made me realize that this human behavior part in poker, what we call poker tells, is really a crucial ingredient into having overall success. It's not as important as the math, it's not as important as the rest, and I think it's the same in business, but if you add that to your arsenal, it's really, really a good way to maximize your chance of being successful.

In poker … Poker is a great, great … There's a great correlation with playing poker, especially when the stakes are high, so in the tournament, when there's big money involved, or if you're playing high stakes poker, then if you are negotiating a business deal with some potential business partners, or maybe you're doing a pitch, so you sell your product or services in front of a valuable client that you really, really want to sign. There's a big correlation.

The big correlation is, these are highly, highly stressful moments. When stress is involved, typically human beings start to display different facial expressions, gestural cues, that give out how they're feeling at that moment. In poker, it means that if they have … If they're bluffing, for example, they could be totally giving out some tells that tell you that they're not comfortable, that they don't want you to call the hand, that they want you to fold because they're bluffing. If they have a super strong hand, they might be giving out signals that they're super confident, that they want you to call, they want you to continue because they're not afraid, they're not stressed at all. Because of the situation, because they think they have the best hand.

In business, it goes the same way. Like I said, if you're presenting a very important business pitch, and you're trying to understand how the people that you're talking to are reacting to what you're saying, if you want to maybe course correct, maybe you said something that they're … You want to know if they're understanding what you're saying, if you're getting your point across correctly, or if maybe you said something that you feel, “I missed the mark here. They're uncomfortable with what I said. I need to course correct,” this is … Learning how to read other people is really, really important, because you can basically save the day when you can course correct accordingly, and [inaudible 00:23:14] the situation, when you maybe made a blunder. You didn't even know it would be a blunder, but you realized that the other people you're talking to were not expecting that, and that made them feel uncomfortable. You want to stop that, and being able to read them in the first place is something really, really important. That's why I added these offline ignition minutes into the podcast every show, to give you an extra bit of layer into your arsenal as a business person, even though most of the interactions we do, running an online business, are online, and not offline, being able to read people when we do meet them offline is crucially important.

Learn how to read people correctly. It's a skill that can last a lifetime, because really, people, their behavior won't change, and it's really important. In the same way, learning how to brand yourself and present yourself in a good way that people feel confident about the way that they are perceiving you, is equally important. Learning more about body language and facial expressions, and how to read people, and how to present yourself the right way, is a key skill I think that everybody in business should try to learn.

There were the first five things I learned about business by playing poker professionally. Knowing your numbers, picking your spot and selecting the table, selecting the best business opportunities, be aggressive and be willing to take a risk if the situation is positive, unless the stakes are too high. If there are too many competitors, if you're in too big of a market, you need to niche down, and learn human behavior, body language, and it will last you, like I said, a lifetime, so it's really important to do so.

On that note, we'll break for the offline ignition minute, where I talk about your body language as entrepreneurs, and we'll be back after that to talk about things six to ten that I learned. We'll talk about negotiation, chance, cheating, and things like that. I'm looking forward to sharing that with you after the offline ignition minute. [Click Here For the Offline Ignition Minute]

6. Speaking First is Often a Disadvantage

Business tactic number six is about negotiation. One thing I learned about negotiation, and you probably have heard this before. It's not necessarily a big surprise, but sometimes, if the situation is right, it's important to speak second. Let the other party speak first. In poker, we call this playing with position. Depending on how the hand is structured, there's some hands that you're going to speak after other players, there are some hands that you're going to speak before other players. The hands that you are in position – meaning that you're speaking after – you always have that little extra information that you could use to your advantage.

If I know that my opponent has bet $100 dollars, or has raised to $500 dollars, or maybe has folded his hand, obviously that's information I would not have known if I had to act first. It's really important in poker to, when you're in position, to leverage that extra information to your advantage.

In negotiation, when you're negotiating a deal with someone else, oftentimes it's a good idea to let them speak first. Let them give out information. Let them speak as much freely as they want to. It's not necessarily always because you're negotiating a deal together. Sometimes it's going to be impromptu information you get when you're just grabbing drinks together, and now it makes you wonder about something they said, and maybe they're giving out too much information and they shouldn't be doing that.

It's always good to let the other person talk as much before you act, so you can use all the extra information you have to take the best, most informed business decision that you can. Going back to negotiation, for example, which is I think the best way to illustrate this, if I'm going to say I want to buy a website out from someone else, I'm not going to say, “Hey, I'm going to offer you $10,000 dollars for this website.” I'm going to say, “Is your website for sale?” And, “How much would you be willing to let it go for?” They might say, “$7,000.” Now I just saved some money, and everybody is happy.

The same way that, if I'm in the process of moving houses, I just sold my own house, I had to speak first in this example, because the way that the housing market is structured, and the was the rules are, when I put my house for sale, I need to say what the price is going to be. In a sense, I'm speaking first. That could be something good, too, sometimes, because I'm setting the bar. If you think that your opponent – going back to poker – if I'm speaking first and I think my … Let's say there's $100 dollars in the pot, and I'm thinking, “I'm not sure if I have the best hand here, but I'm willing to pay maybe $30 dollars to see what my opponent has, and see if I win the pot. That's okay, but I wouldn't want to pay more than $30 dollars.” That's okay, but if I check … If I let my opponent bet first, now he might be betting $50, $70, whatever it is, and now I'm not sure anymore. Is he bluffing? Does he have the best hand? This is more than $30, so I'm going to fold my hand and not really know if I had won.

A good way to do that is just to put in a kind of a teaser bet. I'll put in the $30 myself in the pot and see what he does. If he wasn't sure himself, he might call the $30 and we'd get to see who wins the hand, and that's what I wanted, but if he's really strong he might raise the bet to let's say $120 or whatever, that I know I'm beat, and I can safely fold the hand.

Sometimes speaking first is okay, and in the case of selling my house, obviously we needed to come up with a number, and we decided to come up with the highest in the range that we thought people could be interested in our house, so that we set the bar high, and then we could negotiate it down for the actual price that we really wanted to get. That's something that you can use to your advantage too. When you feel, for example, that the other party is also wants you to speak first, you can decide, “Okay, I'm going to speak first, but I'm going to set the bar really high,” but typically, it's better to let the other party just simply speak first, gather as much information as you can, then after that you can act accordingly.

7. Don't Assume You Suck Because You Failed

Number seven. Don't assume – this is really important in poker, but this is really, really important also in business – Don't assume you made the right decision because you won. Also, most importantly, don't get discouraged if you lost. In poker, luck is extremely important. I think it's important also in businesses. If you happen to win a hand, or to win a tournament, a poker tournament, it's not necessarily because you are the best player, or you were the best player that day. Maybe you got super lucky that day, and that happens all the time, and it just happens that it was your day, and that's why you won.

If I'm to play against the world champion of poker, I'm not … Today, if I'm going to play one hand, or even during the whole day, or the whole week, I might beat him, because short term luck is more important, but if I were to play him every day for the next year, or for the next ten years, then the luck short term is going to even out, and he's probably going to beat me, because I'm not a world champion.

Don't assume you made the right decision because the turnout came positive. I knew a guy that was hanging around a poker circle I was very part of when I played poker professionally, and he happened to win a big tournament. He won, say $50,000 dollars, and was really happy with it, and I knew from the kind of questions he asked in internet forums when we were discussing strategies and all that, I knew from my experience of playing poker professionally that he wasn't that good. He had major flaws in his game, but he happened to win that big tournament, and good for him, but what that did is, he thought then suddenly that he was the best poker player ever, and that's basically the last tournament he ever won.

The same way, you're not the best hockey player if you score three goals and win your first game, or if you happen to get a hole in one in golf, that doesn't make you a professional golfer.

In business, it's kind of the same thing. Sometimes we make decisions that turn out to be very positive, and maybe it's just short term luck that happened to be the reason why we were successful. Equally as important, it's important not to get discouraged if the results aren't there. You need to persevere, and you need to work at it, because short term luck, again, is important.

For example, maybe you've been working on your website for a year maybe now, and you've been working on SEO tactics, tactics that work today, and then Google makes an update, and your traffic crumbles. Don't get … Maybe you were making the right decisions, maybe you weren't, but one thing's for sure, don't get discouraged by that. If you think you were making sound business decisions, just continue at it and rebuilt. That's number seven.

8. Stay Updated to New Trends… Always

Number eight, and this is so on point I think for internet marketing, is that the game changes all the time. It's important to read, discuss, and try to learn every day about the game. In poker, as players evolve, so will the tactics and strategy. When I first started playing poker, back in 1999-2000, way before it was mainstream, and you had poker shows on TV and all that, the tactics were very different, because you didn't get very knowledgeable players at the table. If you just knew a little bit more than they did, you were likely to be successful, and you happened to know a lot more than they did, making money and being profitable was almost easy.

As the game changed, and poker became more mainstream, there started to be a lot more players involved, a lot more players that were educated about the proper strategy and all that, and that made the games a lot tougher. That meant that you needed, again, to kind of evolve your tactics yourself, your strategy to beat those games.

Online marketing is kind of the same way. What worked three years ago – I think SEO might be the best example – as Google makes updates, we need to change your strategy. As we move from desktop to mobile businesses and all that, obviously your tactics, your online marketing needs to change.

If I had been doing video marketing ten years ago, I certainly would not have been very successful, because the devices and the speed to which we all get internet now these days certainly wasn't the same ten years ago, but nowadays obviously some people make a living out of doing video blogs, and just being YouTube superstars and things like that. Something that was never possible ten years ago. You need to stay updated with blogs, magazines, video course, conferences – that's why I'm attending that conference next couple of weeks. Stay updated, and make sure that you know the latest trends, the latest tactics. Doesn't mean applying them all. You need to decide, you need to focus on the best business opportunities and don't start shooting all over the place. You need to focus on just very few key things to make your business grow, but you still need to be updated, because that's the best way to find new tactics and new ways to market and to be a better online marketer. The best way to do that is really just to read what other people do, buy video courses, buy offline courses, or whatever it is, and attend conferences, so you know what's out there, and you can apply some of these, the best ones for you, in your business.

9. Never, Ever Cheat

Number nine is don't cheat. Cheaters never win in the long run. That's probably the best … In poker, if you've seen the movie Rounders, for example, which is a classic … You'll see that some of the players in the movie are more shady. They deal from the bottom, and they signal other players. In the end, it doesn't turn out too well for them, but the players that stick to sound poker strategy tend to do better.

Back in the days, before there was poker in all the local casinos, in Vegas and all that, players would play underground games, and if you happened to get caught cheating, you could get shot and all that, so you didn't want to do that, but nowadays in casinos, obviously you can get barred, you can get arrested. Certainly not something you want to get into.

In online marketing, cheaters are often people that want to take shortcuts. You had that craze of spinned content, and content that some software could spit out that would change the words … You could copy an article online, you could spit it into that software, and it would spit out an article that basically gave the same content, but used different words, so that Google didn't think it was … You had copied it. Google eventually caught up with that, and penalized those that did that. Black hat SEO has been around for quite a bit of times, still is, but typically Google is smarter than those people, and once they catch you, once they update, you're basically building a business until Google catches you, and makes a big update to crash your business, and then what? You're much better to build a sound business built on sound online marketing tactics that are built for the long run, and you're much more likely to succeed long term.

10. Be Patient and Grind it Out

Finally, the last thing I learned about business by playing poker professionally, is just to be patient. Everything I've discussed today so far has been, it's important to pick your best opportunities, don't play all the hands, be sure to read as much as you can, discuss and learn every day, don't get discouraged if you lose, don't cheat, don't shortcut anything. These are all ways to make sure that you are patient, and that you think long term, that you work hard at it and never quit. That's really, really important. There are some days when you play poker that you're just not getting the good hands. You're playing a tournament, and man, you're just getting killed with the amount of junk hands that you have, but you know that the best decision is to fold them, and not even play them, but you fold and fold and fold for hours long, until maybe some five hours after, you start to get a good run of cards. Then you have all those hands that you can play and bank on.

You need to be patient in your online businesses the same way. Work at it, think about the long term, and never quit. That, I think, encapsulates the best thing I learned about business by playing poker, is just to be patient and work at it hard.

Thanks for listening today to this episode. These are things I use every day in my online businesses. I think these are great business mantras to adhere to, and to make sure that you are sound, and make the right business decisions. If you ever meet me, if you want a few tips on poker, I'm here also, if you want me to share a few strategies, or you want to discuss a hand or two that you played that you're not sure about the strategy on, really, I'd be glad to share my thoughts with you. In the meantime, if you want the show notes, the links, and the transcript for this episode, go to onlinemarketingforprofits.com/10. That's number ten, so one, zero.

Here's one thing I want you to do for me. The show has been featured in the new noteworthy of iTunes. I talked about that last time. I'm really, really proud, and I'm really appreciative of the support I've had so far, but I want you to give me a rating. If you haven't subscribed on iTunes yet, go ahead and subscribe so you don't miss out any future episodes, but give me a rating, too. Give me a rating, or maybe a comment, so I know what you think. If you have a question, anything you want to share about improving the podcast, I'm really, really looking forward to having some feedback and knowing what you guys like, and especially what you guys maybe don't like I can work on, so I can make this podcast even better. I appreciate it in advance, to go to iTunes and reach out for me over there. I appreciate it.

Next time on the show, we're going to talk about Instagram. Instagram is kind of a new way for a lot of businesses online to generate revenue, and I've got a very special guest that will talk about how to grow your Instagram account, and there's some great tactics in there. I'm sure probably a few of those that you have never heard of. I sure was really floored when I did the interview, and I got to find out about these tactics. I'm certainly going to apply all of them to my own Instagram account. I'm looking forward to publishing this interview next week. In the meantime, meet me on onlinemarketingforprofits.com and I'll see you next time.

In this offline ignition minute, I want to talk about establishing a baseline, and what is that all about. If you listened to the offline ignition minute in the episode eight and nine of the podcast, you listened to what I presented, stress-induced gestures, facial cues, non-verbals that are related to stress or a situation, or maybe you have a higher level of anxiety. Someone say something that maybe we're uncomfortable with, makes us uncomfortable, and we react a certain way because of the stress, the higher stress level.

That's all nice and dandy, but these gestures and facial cues I talked about in those episodes aren't the only reason why someone might display those. We all have tics, we all have mannerisms that we do all the time, sometimes because, yes, we might be a bit more nervous, but also sometimes just because we're comfortable, just used to doing so. It's really important to, when you are trying to read someone, especially for the first time, to do what we call is establish a baseline.

I want you to think about a polygraph test. I'm sure you've seen moments in movies and TV shows where someone is passing a polygraph test. What did they do? They plug all these things on him or her, and then what they do it, they ask them random, monotonous question. What's your name? What's your age? What's your address? What's your occupation? Obviously, these are questions meant to put the subject at ease, but also these are questions that they know the answer to, and they know the answer is a cold, hard fact. Your name is not something you can play around with. You only have one name. You only have one age. Your date of birth. Your occupation, whatever it is. These are questions that are meant to establish a baseline, meaning that on their graph there, on their polygraph, they're meant to say, “This is how this subject answers when he's comfortable, and he's telling the truth,” so that when they ask the subject tougher questions, and questions he might lie to, then the graph is going to be different than what it was when they were establishing the baseline and asking him or her those fact based questions.

That's what you're trying to do when you first meet someone for the first time. Try to notice how they're sitting, how they move their hands, how, maybe what kind of facial expressions do they do? What do they do with their lips? Are they rubbing them against each other? How do they talk, and how do their facial expressions, where their facial muscles work? Basically, what you're trying to do is establish a baseline. You're trying to say, “Okay, this person might have a tic,” maybe every now and then they start to wring their hands together, or whatever it is, and now you know that even in a comfortable situation, this is something that this person does, so that when maybe you catch it later, in a situation where you might feel like that person could be experiencing a higher level of stress, you're not misreading the situation. You're not thinking, “Ah, there might be something here that is making this person more uncomfortable, or she's more stressed here.” No, because when you were establishing a baseline in the first place, you noticed that this person does this naturally.

Always remember to establish a baseline before. Try to read their cues, see how they're sitting, how they're moving, where are their legs, their hands, what are their facial expressions, so that when, at some point, you might think, “Is this more sensitive to this person? Is this making them more anxious?” You'll know that they're just kind of digressing from their baseline, and now you know that you might be on to something. You can maybe course correct, and make sure that they're more comfortable, and they're more at ease with what you just said. All right? Good luck with that.

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In this episode, I'll share business tactics that I discovered while playing poker professionally for 7 years such as reading people, spotting the best opportunities and negotiation. In this episode, I'll share business tactics that I discovered while playing poker professionally for 7 years such as reading people, spotting the best opportunities and negotiation. In The Offline Ignition Minute, we'll look at establishing a "baseline". Nicolas Fradet clean 49:29 In this episode, I'll share business tactics that I discovered while playing poker professionally for 7 years such as reading people, spotting the best opportunities and negotiation. In The Offline Ignition Minute, we'll look at establishing a "baseline".
Are Images Paralyzing Your Website? [OMP 009] https://nicolasfradet.com/are-images-paralyzing-your-website/ Fri, 27 Sep 2019 18:21:04 +0000 http://www.onlinemarketingforprofits.com/?p=11041 https://nicolasfradet.com/are-images-paralyzing-your-website/#respond https://nicolasfradet.com/are-images-paralyzing-your-website/feed/ 0 <p>In this episode, we'll look at how images can boost - or hinder - the growth of any online business. And how and where to use them for maximum impact. In The Offline Ignition Minute, we'll look at deciphering stress related cues that involve the face.</p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/are-images-paralyzing-your-website/">Are Images Paralyzing Your Website? [OMP 009]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Show Notes [TRANSCRIPT]

Hey there, it's Nicolas and welcome to online marketing for profits. On this episode, I want to talk about images and how they can either boost your conversions and really help you sell more and increase your leads, increase everything that is related to your profits, but they can also hurt your bottom-line, and how would you maybe use those images to your advantage when you're building your website, when you're building a landing page, and how to use them the right way and perhaps maybe stay away from some things that don't do as well.

More on that just in a second. First I want to say something that really makes me proud. At the time that I’m recording this episode, my podcast has been featured in the New and Noteworthy of iTunes. It’s actually sitting right now in the number two spot in the business section of the podcast. This is pretty big. If you know podcasting, getting into new and noteworthy is certainly something we all thrive to achieve because it gives basically more eyeballs to your podcast and it’s basically being featured by iTunes.

Obviously getting into the noteworthy for me was kind of my number one objective when I launched a podcast like step one, launch a podcast. Then step two, cross my fingers and maybe get into a new and noteworthy. I’m really happy to be there. Number two spot is even better. I’m looking forward to seeing the increase in the number of downloads and the viewership and everything that goes along with that maybe increase. I just want to say thanks in advance and thank you for listening in and thank you for paying attention to what I’ve been saying.

I’ve gotten some good reviews, some good feedback, some emails, some private messages on LinkedIn and also on Twitter. I appreciate all the feedback. Thanks again for paying attention to my podcast and hopefully we can stay there for a bit and you’ll just be amazed by all the things I’ll be discussing in the near future, so thanks a lot for that.

THIS IS A RAW TRANSCRIPT OF THE PODCAST WITHOUT ANY ALTERATIONS FOR READERSHIP. FOR THE BEST LEARNING EXPERIENCE, PLEASE LISTEN TO THE PODCAST VIA ITUNES, SOUNDCLOUD, STITCHER OR ON DIRECTLY THIS PAGE.

Jacob Nielsen Study

All right, let’s go back to our images. I’m sure you know, images are often the most viewed part of a page. There’s actually a good study by Jacob Nielsen … You probably know there’s a lot of usability studies.

I’ll post a link in the show notes, that showed that there’s some types of pictures that actually do a lot better than others online when we stumble upon a webpage. Some pictures are actually completely ignored and some pictures kind of draw the eyes in and gets us wondering what it’s all about. Typically, I’m going to get a little bit more detailed in a few minutes, but typically, basically the bigger those big feel good images, like often times you have in the background that tend to be purely decorative, those are the types of images that often times get ignored.

Obviously if you’re building a webpage or your entire website and you’re thinking about using those types of images, sure they can make your page prettier and pretty is good. Pretty, can convey some emotions. I’ll talk about this in a second also, but just know that often times people won’t pay too much attention to those, so if you’re banking on these to increase your conversions, to build a list, to sell some products, you’re probably not going at it the right way.

Some of the images that really people pay attention to, are pictures of products if you’re selling a physical product especially or pictures of real people. We like to look at other people. Faces do really well online and as much as you can, basically add those types of images on your pages and you’ll start to do a lot better. I guess the number one rule when you’re trying to decide if you’re going to use an image or not, is images must be useful. They must have a purpose. They’re not just for decoration.

Images Must Have a Specific Purpose

A lot of web designers make the mistake of using images to make the page pretty. Now obviously, images do have their purpose to make the experience more fun and if people are having more fun on your website, they are more likely to maybe scroll down, to go to another page and maybe eventually buy your product. Of course they have a purpose. Any kind of image to some extent has a purpose, but you have those big background mega images I’ve been talking in previous episodes when I talked about conversion mistakes and my homepage template.

Those mega images are not really doing much in the sense of boosting conversions and in many ways, often times they can totally hinder your conversions because they make the copy less readable and it’s much more difficult to understand what’s going on, so you don’t want to limit your images to just decoration. If you’re going to use a big image like that, at least make sure maybe that you’re selling an emotion.

Convey an Emotion

Empathy for example is easy to relate to or if you’re identifying yourself with a specific demographic. For example, if I’m selling car seats for toddlers and I show an image of maybe an accident, a car accident and maybe a baby or a small child in a hospital bed, as a parent, that’s going to convey a lot of emotion that maybe will make me realize, “Hey, I need to get my things together and I need to buy a good quality car seat and maybe this one that you’re selling is the one for me.”

Target a Demographic

If you’re selling for example supplements to senior citizens and you have on your website a picture of an elderly couple maybe benefiting from the use of your product, then that also is useful in the sense that you’re going to kind of tune out people that are outside your target range, right? If I’m 35 and in good health, I’m probably going to be maybe turned out by the picture of the older couple but that’s okay because you’re not selling that product to me, you’re selling to a much different demographic.

Obviously when someone from that demographic comes to your webpage, they’re going to feel much more at ease and that you understand what they’re going through. Use those pictures to sell an emotion, to relate a bit better with your core audience or to maybe segment your demographic that way. That’s really an excellent way to use those big imagery. In e-commerce, product shots have been known to be really important, so let’s not forgot those. Take Amazon for an example, obviously lots of pics of their products and so those certainly are very useful to the end user, so that’s perfect.

Add Personality

On personal websites, typically users want to see the person behind the site, so who’s the author of these articles? Who’s the man or the woman behind these articles? Who am I trusting my time as I’m reading this article to and can I basically find a way to relate to this person? Having additional images of you in certain context like for example the best example and perhaps is going to my website online marketing for profits or at NicolasFradet.com, you’ll see I share a page where I say 10 things about me. I share things about my life and all of these items have an associated image that relates to what I’m sharing.

Obviously as I’m sharing more personal details, it becomes more of a friendly relationship I’m trying to build with my readers and that is certainly something that’s positive. If you’re working for a big corporation, images can add personality in some way and you can add things like pictures of your consulting team. If you have a blog, maybe it’s not always the same person that’s writing these blog posts, so have the picture of the author. If you’re using testimonial to sell your product or services, obviously have some pictures of the people leaving their testimonials.

There is all sorts of ways you can use those images to have a purpose and to really drive an emotion in some way and to make people relate to what you’re trying to convey as a marketer. If I’m going to pick one type of picture that I’m going to try to use as much as I can all over the place, it’s going to be pictures of people.

People Sell

People sell. We’re attracted to other people. These are the most important pictures to have on your website.

Try to think about, how can I include someone in this image to get the same point across but maybe to make sure that people look at the image a bit more than perhaps they would if someone wasn’t involved in the picture. To give you an example, there is a company that sells art online, it’s called MedaliaArt. You can Google it online. Actually if you Google MedaliaArt Case Study you’ll find a couple of websites that talk about this specific case study.

Basically they’re an e-commerce store for artists to showcase their art and what they had on their homepage is basically they had a bunch of the art showcased and you can see a picture of a canvas or whatever it was that the artist was selling on their homepage. They were doing okay but they tested something quite drastically different, is they switched those art pics for actually pictures of the artists themselves and they noticed that during that test they increased the number of click throughs to the product page by 95%.

That’s almost doubling the number of clicks from the homepage to the product page and hopefully that translated to more sales down the line but you can see the power of using not only images but also the right kind of image with people in it, really, really made a difference for that company.

Don't Use Stock Photos

When you think about people, you’re thinking about adding an image of someone, there’s one thing that you really want to stay away from and these are stock photos. Sites like iStockphoto.com, Fotolia, and websites like that are very, very useful.

I use them all the time to find things I want to include on my websites, but I don’t ever use them to showcase any kind of picture that has someone in it. They tend to look cheesy. They tend to look very staged because they are by the way and so it’s very, very hard to convey the right emotion and people are accustomed to them now and so they’ll see right through them. Typically with my clients, I’ll see these.

You’ll have the typical handshake of two people shaking hands or you’ll have the “live chat operator picture,” like if they have live chat on their website you’ll have a picture of someone with a microphone and a headset on their head and that’s typically a stock photo. Don’t do that. Use real people, but for example for the live chat example, it’s much, much better and I’ve actually tested this with clients to some very positive results. It’s so much better to just use a real operator, right?

Walk into your office, take a picture of an operator that is willing to do it in your team and post that online as the live chat operator. You can even add personality to it which is even better by saying something like, “Chat with Stacy or Stacy will be available to chat to you in two seconds.” They have Stacy’s picture and that’s much more likely to get people to interact with the operator. You can instantly feel a connection because you’re using someone that’s actually real.

There’s some tests out there that actually have proven that a lot of times using a picture or a photo of real person, even if the quality, the grain, the lighting is crap, it actually out performs stock photos. We want to connect with real people. We want to get sold by real people, so even if it’s behind a corporation or a big website and it’s not necessarily one person or one person’s voice speaking, real people in real context, real situations, use those.

Testimonials

They are much more likely to get the job done. I’ve mentioned this in episode five when I talked about doing testimonials right but if you’re going to do testimonials because you have them, you should have them across your entire website and probably everyone should have those. Use pics of real people. Again, bad lighting, they’re on a boat fishing, no matter what the situation is, it’s much better to use a very bad real photo than a stock photo or having no picture at all.

I’ve even tested with clients using a blank avatar with just a flag of their country, and so obviously you can’t see the person itself because maybe the client providing us with the picture but still adding an image of that flag, where they’re from, it makes it more real that the person is actually from the US for example or from the UK or from Canada or whatever. When you do that, people instantly feel like the testimonial is more genuine and so adding that specific image in that case is a very good idea.

Images for Video Thumbnails

Now if you’re using videos, obviously you need a thumbnail, right? You’re going to need something that people are actually going to click, that play triangle and get the video started, but that one before they actually see the video, you’re going to use an image for the video. What can you use? Typically again, try to if the video is actually from someone either they’re speaking on a stage or speaking of a camera, don’t make the mistake of having the thumbnail like a slide of the presentation or something like that.

Use the actual star of the video as a thumbnail. You can always modify the thumbnail itself if you want to add maybe a couple of bullets next to the star of the video or something like that, but please do include the person that’s talking in the video because that is much more likely to get people to click on the video and watch it. If you’re doing often pages or exit pop-ups to build your list, one very nice tactic that you can add to your arsenal here on your website is to use the pic of the author next to the product shot.

If you’re giving away maybe a report or something to build your list, typically people will add the shot of the report which is okay. It’s certainly better than nothing, but remember always that people sell. A different way you can do it is have the product shot of the report and maybe have in one of the corners maybe the image of the author, but even better to get a step further is to just print out the report and have the author actually hold the report in their hand, take a picture of that and that makes it much more personable.

Again, you can relate to it more. It makes it more tangible because actually now it’s becoming a physical product that people can hold, and so it’s much more likely to increase your optins in your landing pages. Just to recap so far, always try to have a purpose and make your images useful, not for decoration. Although sometimes we need to have icons and things like that so that the page is not dull.

That’s okay, but these are small icons that shouldn’t draw too much attention to them. They’re just there to make the overall experience more enjoyable, but when you really have images that need to convey and need to maybe build the relationship and build your conversions, make sure that they are useful. That they can maybe convey an emotion. That your demographic can easily identify with them. That you can maybe add personality and that you use people as much as you can in all of your images because people are much more likely to get some eyeballs on them.

At the end of the day we want to deal with people even when we’re shopping online. I’ll be back after the offline ignition minute to discuss a few tips and also if you have an e-commerce store, I have a few other things to add to the discussion and a few quick tips about all of your images to make sure that they are SCO and how to optimize your images the best way when they’re actually online. Let’s break up for the offline ignition minute and I’ll speak to you guys after.

Images for eCommerce

Okay, now if you have some kind of e-commerce store, how can you maybe leverage those product shots a bit better? Think of Amazon, so you have the images to the left of the page and episode eight when I presented to you my homepage template, I said for the homepage you maybe want to use the images to the right, but for products and product pages themselves, it’s certainly something you can test and use the images to the right or to the left.

I guess it really depends on what type of products you’re using. If you’re selling for example an online software and maybe you had a product shot made, typically you’ll have just one picture of it. You might want to have that image to the right and use maybe the left hand part of the page to sell the copy, maybe some bullets and all that on why people should actually buy it. Now if you’re selling a physical product, you could probably go the Amazon way, which is to have your images to the left.

Now in all of the clients I’ve worked with in the past that were selling products and physical products, typically, especially if they have a lot of product shots of the same product like from the top, from the inside of the box, maybe from the behind or whatever it is, they tend to be the most viewed part of the product page. If you look at heat maps for example or eye gaze software, you’ll see that there’s a lot of people that are actually looking at those product shots.

First of all, make sure the quality is good. The lighting is good and all that. If you don’t have good lighting and good quality, just using an image in the first place is better than nothing, but obviously the more the quality is the better. Also typically the bigger the better also. If you can make your image larger, think Amazon again, when you click on the image, it blows up and you can see a bigger version of it. You can often times have a 360 view of the image.

Obviously those are the type of images that you want to use and just put these in some kind of a carousel. A carousel as I’ve presented in episode two is not something I’m really fond of but for product pages, when you have a lot of pictures it’s really the place to use them so it’s perfect. The more images, the merrier. Really people want to often times look at the product from all the angles possible and so the bigger the imagery the more the merrier. These tend to increase conversions a lot, so use them wisely in those types of pages.

4 Quick Tips on Optimizing Images

All right, some quick tips on using imagery on your website. The kind of same way that using people to sell and using people to convey emotions and all that, we’re also attracted to where people are actually looking. Think about, probably you’ve heard this story before of someone standing on the corner of a street looking high above and maybe the roof of a building and then suddenly people can’t resist. They can’t stop themselves and they just look at the roof at the same time and then just wonder what it’s all about.

Leverage Eye Gaze

It’s the same principle when we’re online. If you’re using some kind of person to draw attention to, one quick hack is to actually make the person look where you want them to look. If you’re using for example, let’s go back to selling supplements to maybe the senior citizens, say on your homepage or on your product page you have a picture of an elderly couple, maybe they’re looking to the left, well don’t put that image on the left hand side because that way they’ll be looking outside your webpage.

Put it on the right hand side, they’re looking left and on the left you want to maybe have your best copy so that people when they see this page, first they’ll see that picture and then they’ll wonder where are these people looking at and then they’ll kind of follow their gaze because they can’t help it. Then they’ll read your copy because it’s exactly where those people were looking in the first place. Use that high gaze hack just about everywhere if you can. Use captions.

An increasingly amount of people scan webpages, so again we know that people might look at the image but what’s really underneath that image is going to be read much more than just a random copy, a random text next to it, so use that caption wisely. You can use it to either repeat your unique selling proposition or USP; what makes you different than your competitors, why should I pay attention to your offer and repeat the offer in the first place.

If there’s some urgency, if I should act on it or now or something you want to convey in your sales messaging, if it makes sense, use it in the caption. Don’t use the caption just to give a quick description of the image, use the caption to relate your USP or your offer. For example on my personal blog Nicolas Fradet, when I was selling a video course on body language for entrepreneurs, I had some blog posts that obviously imagery was really important for body language.

Use Captions to Restate Your Offer or USP

In the caption, instead of just saying, “This is a guy with his fists closed and it means this,” I actually used a caption by saying, “This isn’t maybe a negative gesture. Don’t do it as much but also if you want to know, find out more about negative gestures, please see my course on this link,” and then you have a link to the product, something like that. Obviously people will look at the picture and they’ll look at the caption then I’m kind of redirecting them to my offer page where I want them to be in the first place.

Add Rich Snippets

Use rich snippets if you can. If you don’t know what rich snippets are, you can go check out a website schema.org, so that’s S-C-H-E-M-A.org. Basically it’s a way if you’ve ever Googled something, you’ll see that some of the results have images next to them. If it’s a video, it’ll have the thumbnail. If it’s maybe a blog post it’ll have a picture of something or maybe it’s the author that gets displayed in these rich snippets. How do you do that?

Rich snippets are basically some very quick HTML code that you can add to your website and then to your images and if you’re using a CNS like WordPress or Drupal or any other CNS out there, it can easily be done for you, so you don’t have to do any coding. You can add these rich snippets basically on your website, and so in the search results when someone Googles and finds your page, you’ll have maybe an image next to your result which again makes it much more likely that people are going to click on that results and get to your page.

You’re kind of optimizing your website in a way that makes it much more clickable in the search engine results page, which also Google uses to give your page a higher rank. If you’re sitting in sixth place and then someone sees your image and clicks on your link and then another one clicks on your link and all that, so suddenly you’re going to be in fifth place, maybe fourth or whatever. Optimizing your website so that it maybe gets more clicks on Google and other search engines is certainly a good idea.

SEO Your Images

Also don’t forget to SEO your images, so HTML, ALT, text and things like that, you need to make sure that you pay attention to that. It’s always a good sound marketing practice to SEO your images. Just do a Google search on these. I won’t get into it too much but just do a Google search on the best way to SEO your images and make sure that maybe people can find you through the Google image search or that your page itself is more optimized for SEO, so that’s always good.

All right, that’s a wrap for the show today. Thank you so much for listening. If you want to the show notes, the links of everything I’ve talked about today, go to onlinemarketingforprofits.com/9 and here’s what I want you to do. If you have any question for me, I’m kind of building an FAQ of multiple questions. I would love to showcase you on the website. You can talk about your business and ask your question and just go ahead on at onlinemarketingforprofits.com.

If you notice on the right hand side, there’s a tab there for use of speak pipe, which is basically an easy way for you just to click on the tab, it’ll ask you permission to use your microphone from your laptop or your computer, just say yes. Then you can record just basically a voice message for me asking your question and I’ll select the best questions from everyone and I’ll maybe showcase them on the podcast in a future episode.
Go ahead, any question is good and I’m sure if you have that question, a lot of people have the same question, so looking forward to hearing what you have to say on speak pipe.

On episode 10, I’m going to share… As you might know I’ve talked about this on your website sometimes and also in episode one when I introduce myself, I used to be a professional poker player. Did that for several years.

That’s how I got into web design and building websites in the first place where as I was playing poker professionally I started to build my own websites and my affiliate sites and all that, that I eventually sold, but there’s a direct correlation between playing poker and building businesses, especially online businesses. In the next episode I’m going to share with you what I’ve learned about building an online business from playing poker professionally for so long so I’m really looking forward to sharing those thoughts with you and I’ll see you next time on our next episode of marketing for profits.

In this offline ignition minute, I want to talk about stress again. In episode eight, I talked to you about some stress related gestures and what those are and what happens when we’re stressed out or are anxious or have any kind of excitement. Then what happens typically is we tend to want to massage ourselves. We’ll massage our hands, we’ll wring our hands together. We’ll massage our forearms, our shoulders and perhaps maybe the back of the neck which is a very sensitive area.

UK Prime Minister David Cameron rubbing his chin.
UK Prime Minister David Cameron rubbing his chin.

Today I want to talk about stress and use face cues, so related to stress again but more around the face and what happens when we’re stressed out, so many things you can notice in other people when they’re stressed out when it relates to the face and the head. One of the typical things that people do is they start to rub some part of their face and some part of the head. Any kind of hand to face rubbing, so something like rubbing the chin, rubbing the side of the head, rubbing the nose, rubbing the top of the head, can be related to stress.

If you feel like you just said something and suddenly someone starts to rub their chin, there might be some kind of additional stress that they’re feeling. Any kind of pressing of the lips together … Try to do it now. Just try to press your lips together just like if you had just put on some lip balm, you would want to spread it across your lips and make sure that it’s all right and the same kind of motion that your lips will do sometimes when you’re stressed out and when there’s stress and anxiety involved.

We tend to press our lips together because we have some kind of related … Notice again that it’s sort of a massage, right? You’re kind of massaging your lips by not using your hands in this case but by using your other lips, right? Notice those pressed lips. When you see those lips disappear or become almost white, you know that a person is feeling often times a high level of stress. Then the last one I want to discuss is also lip licking, so when you lick your lips with your tongue. Again, this is some kind of a massage, right?

We’re pressing two parts of our body together. Not using the hands in this case again but still licking of the lips is often times related to stress. The lips are obviously a very sensitive area of our bodies and so any kind of pressing of the lips together or licking of the lips tend to make us feel a little bit better and so it attenuates the stress levels that we might be feeling. Remember those when you say something to someone, you’re having a discussion and suddenly there’s a hand to face motion and they start to rub their chin, the side of the head or something like that, or any time that they start to press their lips together, you see those lips disappear or they start to lick their lips.

Always be mindful of something you might have said and maybe impacted them and they’re suddenly a bit more stressed than they were. Be mindful of that, maybe correct or try to pinpoint what you said and what made them feel uncomfortable so you can attenuate the situation and build stronger relationships that way, all right? I’ll see you next time on the next off line ignition minute.

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The post Are Images Paralyzing Your Website? [OMP 009] appeared first on Nicolas Fradet.

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In this episode, we'll look at how images can boost - or hinder - the growth of any online business. And how and where to use them for maximum impact. In The Offline Ignition Minute, we'll look at deciphering stress related cues that involve the face. In this episode, we'll look at how images can boost - or hinder - the growth of any online business. And how and where to use them for maximum impact. In The Offline Ignition Minute, we'll look at deciphering stress related cues that involve the face. Nicolas Fradet clean 37:08 In this episode, we'll look at how images can boost - or hinder - the growth of any online business. And how and where to use them for maximum impact. In The Offline Ignition Minute, we'll look at deciphering stress related cues that involve the face.
A “Controversial” Home Page Template That Just Sells More [OMP 008] https://nicolasfradet.com/controversial-home-page-template/ Fri, 13 Sep 2019 16:09:32 +0000 http://www.onlinemarketingforprofits.com/?p=11029 https://nicolasfradet.com/controversial-home-page-template/#respond https://nicolasfradet.com/controversial-home-page-template/feed/ 0 <p>In this episode, I share my 8-point home page template that is DRASTICALLY different than current design trends. It just outsells the norm. In The Offline Ignition Minute, we'll look at deciphering stress related hand gestures.</p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/controversial-home-page-template/">A “Controversial” Home Page Template That Just Sells More [OMP 008]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Show Notes [TRANSCRIPT]

Hey, what's up everyone. It's Nicolas. Welcome to Online Marketing For Profits. This is episode 8. I should probably say this is the episode I was most excited to record when I was thinking about releasing a podcast because I knew this was going to be somewhat controversial and not controversial in a way that I'm going to offend anyone or something like that, certainly not, but it's going to be controversial I think because it goes against current design trends and the way that we as designers and internet entrepreneurs design websites these days. I'm really, really looking forward to sharing with you this template I've come up with. I've had tremendous success with clients. I think my batting average is probably over 80% meaning that four times out of five when I test this template with a new client it gets a win. It gets an increase in conversions, an increase in leads, increase in sales. It's an excellent template to test at least on your website.

THIS IS A RAW TRANSCRIPT OF THE PODCAST WITHOUT ANY ALTERATIONS FOR READERSHIP. FOR THE BEST LEARNING EXPERIENCE, PLEASE LISTEN TO THE PODCAST VIA ITUNES, SOUNDCLOUD, STITCHER OR ON DIRECTLY THIS PAGE.

Before I get started with that, I just wanted to do a quick side bar. The releases of the episodes you might be wondering there's been quite a gap between episode 7 and 8, about three weeks, the reason being that wasn't really planned although it fit well to some extent with the Christmas break. I guess everyone was busy and everyone wanted to spend time with their family and travel and everything like that. Maybe you didn't miss me as much because you were so busy with everything else. I get that. That wasn't what I was planning. I was actually planning on releasing an episode every week even during the Christmas and the holiday season. The reason I didn't do that though is that my father passed away just before Christmas. The days leading to that and the weeks after that I decided to completely shut down everything and take some time off with my family and spend some quality time with them. I appreciate your patience from episode 7 to 8.

It's 2016 now. I'm ready to get back in it. Hopefully this episode, episode 8, is going to be something that is an eye opener for you. It's an excellent episode to kick off the year. Because I think if there's one test or one thing you can change on your website probably, it would be something that looks like what I'm going to discuss today. I'm quite excited to share it with you.

A Controversial “Homepage” Template

The official title of the episode is A Controversial Homepage Template, but honestly this is a template that you can use on a lot of pages on your website the homepage being one but also product pages, opt-in pages, pop ups, exit pop ups/entry pop ups.

Actually the template itself is not revolutionary. You won't fall out of your chair necessarily because you've probably seen something that looks like this very often on a lot of websites. Probably your opt-in page, your pop ups, your product pages resemble what I'm going to discuss. I'm sure there's some elements in there that I'm going to throw out at you that you might want to add to these pages that you might have already. I think where the controversy starts is for homepages. I've talked about this on episode 2 when I talked about the conversion mistakes that start ups and even Fortune 500's make. Because when it comes to the homepage especially, the current design trend is to keep it very simple, very lean. You typically have a big imagery, a headline, a call to action and that pretty much sums up what a lot of web designers are coming up with these days.

WordPress is a big culprit of this. A lot of themes out there are built like that because it tends to be current trends. Typically that's wrong. It's a template. I mean the way we design these homepages these days with the big imagery and just the headline and the call to action it puts a tremendous amount of pressure on those elements to deliver. If you're just using a headline and a call to action to get people to sign up for your service, sign up for your product, sign up for your list or whatever it is if that headline doesn't deliver, doesn't connect with them, it doesn't give them the good benefit or what they want to hear, they're done. They're out. If you see a good exit rate on your homepage and you're seeing that you're not necessarily properly funneling people through your website, this is certainly a template you want to look at and maybe some changes you want to make on your homepage.

Because again if you miss on the copy of that headline or the call to action is not quite in line with what your user base is expecting, they're just going to bounce out or they might just never convert, never come back. This template is much heavier than current design trends where you have a lean image and just a headline and call to action. It has a lot of copy in it. It has a lot more persuasive elements and a lot more design things, design elements that actually work towards conversions. When you have a big imagery behind that headline, sure it can set the mood, it could relate some emotion that is in line with what you're trying to sell, but typically it stops there. It won't necessarily do anything to convert them forward. I mean it might be semantics but the design elements I'm going to introduce today in my template are much more in line to get them to convert. I'll explain what those are today.

If you really like the current design trends, don't be discouraged when you hear everything that goes into my template. There are ways to merge current design trends in my template. I'll tell you about those also at the end of the show. Like I said this can be used for homepages, product pages, opt-ins, pop ups, but especially I think the controversy is for the homepage. This is where you should at least try and test it on your homepage because from my experience working with dozens of clients this is really a good winner to try.

How does the template work? You want to imagine basically mostly above the fold content. That's basically what the template is. There's some things we want to do just below the fold. If you don't know what that is when you stumble upon a page, the fold is whatever is underneath what you are already seeing. Whatever you have to scroll down to see. Depending on your computer, your resolution of your card, depending on the resolution of your monitor and all of that you'll see more than some other people. Some people will see less. Whatever is below the fold is basically everything that you have to scroll down to see. The template covers everything that's above the fold and some elements below the fold to make sure that people do scroll and see things down there.

1. A Strong Headline

I want you to imagine that area of your web page and split it into two columns, so the left column and the right column. The left column is going to be very copy intensive. It wants to start by having a headline, a good bold headline that you can easily see at first glance. It needs to be in a font size that automatically draws my eyes in. It needs to be big enough. Although you can test it you don't necessarily want something like twenty words in it. It should be something smaller than that. Although if you test it and twenty words is the winner, then that's fine. As a general rule you want something that can easily grab my attention and that basically is the first thing I'll see when I come to your homepage.

The headline should have a benefit or a like. What do people like about your product or your service or maybe a counter objection, so something that's bothering them that concerns them before they sign up with your service or product or about your product, and what you could do to counter it. If for example you're not necessarily known to your audience but you have great clients, this is a good place to start saying here's why this company and this company uses us every day or something like that. It throws in there that you are an established product or service that a lot of people like. If you're looking for headlines and good ways to grab attention with either a benefit or a like or to counter objection, then you can look in my toolkit available at onlinemarketingforprofits. If you look at my swipe file, in there are over a hundred headlines from some of the best in millionaire maker copywriters that you can grab for free just look for the toolkit in my swipe file.

Obviously also on top of having a benefit or countering objections you want define what your USP is, which is your unique selling proposition. That headline needs to hit a lot of things. Unique selling proposition is where you differentiate yourself from other websites like yours. What makes you special? What makes you unique? Maybe you have the lowest prices, maybe you have the best quality whatever it is you want me to understand at first glance when I see that headline what you're all about. I should understand what you're selling and why I should be paying attention to you that's what your USP does. Try to be as specific as possibly. Generic things like, “We have the greatest customer service”, everybody says that and so I'm not going to care. You want to be as specific as possible and differentiate yourself in that USP that headline.

At first glance when I see the headline on the homepage, I know what your website does, I know what you're going to possibly sell to me, and what makes you different, why I should not bounce off basically. That's the headline. Make it big and bold and that's basically the top part of the left column.

2. Sub-Headline Introducing the Bullets

Underneath that headline we're going to have a sub headline. Basically the first job of the sub headline is to introduce what's going to be underneath the sub headline and there it's going to be bullets. I'm going to get to the bullets in a sec. Basically the sub headline needs to introduce and make me read what those bullets are. This is a good place where I like to inject trust building numbers something like here is why, I'm just making this up, “Here's why 12,587 parents used us in 2015”, something like that. The “here is why” type of sub headline is going to make me read what's underneath there because I know in the bullets something that's coming up you're going to give me the why.

Also the 12,000 parents is a good way to inject social proof in there. If you're not using for example clients or big brands in your headlines, that's fine, but a sub headline is a great place to do it, “Here's why Apple, Google, and Mattel trust us with their SEO strategy”, whatever it is. This is where you can do two in one. You want to make sure that people read the bullets that are underneath that, and also you can inject some good trust building numbers. You have the headline, big bold, and the sub headline. Obviously the sub headline is going to be in the smaller font.

Typically I like also to change the coloring a little bit so that the headline pops more than the sub headline. For example, if the headline is going to be black or if there's a dark background that's going to be white, then the sub headline is going to be a light gray so that there's a different shade there so you know that you need to look at the headline. Obviously the sub headline is going to be in a smaller font size, slight change in the color like I said, and so it introduces the bullets.

3. “Ready to Scan” Bullets

Still in that left column you're going to have number three. Number three is the bullets. Typically you want to have three bullets. Why three not four, not two? Two seems a bit too small of a number. When you get above three, it becomes more and more difficult to read. Typically people will read the first bullet, maybe the last bullet, anything that's in between that is more likely to get lost. If you have three bullets, you want your strongest bullet at the top, your second strongest at the bottom, and your weakest bullet in the middle. If you're going to use four, that's fine too, but just be mindful that your middle bullets are not going to be read as much as your top and bottom bullets.

When it becomes more than four, it becomes more and more difficult to get the template to do it's job just because of spacing. You're pushing other things that are really important too far down the page that I'm going to get to. Try to limit it to four. It may be one or two lines of copy. Three is better. You can have two to three lines of copy in those bullets and really get your point across better. I prefer three. Sometimes I go with four. That's fine too. The way that you're going to structure your bullets because you're not going to …

What are bullets really? Bullets are basically headlines and sub headlines that you're just shaping differently. They're appeals, again benefits or likes or countering objections, but they're less important than what you want to convey in your headline. The way you want to shape those bullets is there's ways to visually make them much more appealing than what people typically do. Typically people will have a bullet point and then just have the copy there and that's okay. It's certainly better than nothing. The bullet point can be something that's positive.

Typically a green check mark is the best one to try out. Maybe a green arrow is something also you can try. If you have some icons that are really relatable to what you're saying as you look at Online Marketing For Profits … By the way if you look at onlinemarketingforgprofits.com today the homepage, you'll see a version of this template that I'm talking today. It might be different because I'm testing things out. I'm always going to be testing, especially such a prominent page there. There might be some tweaks here and there that I'm testing out. You'll see that the homepage that I'm using on onlinemarketingforprofits is pretty much exactly what I'm talking about today. Typically your bullet point just try a green check mark it's what conveys the most optimism. A check mark conveys the fact that it's done. It's a fact that those bullet that are coming after are not negotiable. These are things that are accounted for. It increases the trust factor.

The way you're going to structure your bullet is you're going to have a title to your bullet. The first thing you're going to have is the green check mark and then a small title just maybe three or four words. You're going to bold that title and then you're going to get to the rest of the copy. For example, if you have … Let's go back to the example of those clients, some of your clients and you're selling SEO, your bullet title might be, “Trusted by Apple, Google, and Mattel.” Then you can have … and, I don't know, “Hundreds and hundreds of other clients in fifty-three countries”, so it's a very, very strong bullet. Obviously the way that we're designing it is that some people will not want to spend the time to read your bullet entirely. By having that three or four words that are bolded to started bullet if the people are just scanning around the page, they're much more likely to grab to that. Obviously the bolded part of the bullet needs to be the strongest of your bullet. Make sure it snaps and people can resonate with that.

If they're just scanning your bullet, you'll get your point across and they'll get it. Just a few words in bold and then the rest of your copy try to keep it maybe two or three lines max for just scanning reasons in the way that if it gets longer than that it starts to look like a big block of text. People read those less. Like I said three bullets, green check marks, title your bullets in bold for scanners and keep them two three lines … Again if you're looking for inspiration ideas for those bullets, bullets are really just headlines and sub headlines. It's the same thing, same way that you should structure them. Go to my swipe file on onlinemarketingforprofits.com and grab that hundred headlines from those copyrighting giants to help you out.

4. Eye-Catching Hand Written Copy + Arrow

On the left-hand side we've got the headline with benefit, your unique selling proposition, a sub headline introducing the bullets, and we've got those three bullets with the green check marks and the bolded title. Now we get to the last part of that left column and that's where you'll want to draw the eyes into the right column because the call to action, as you probably notice we haven't talked about a call to action yet, is going of be on the right-hand side. I want to make sure that people once they read the headline, the sub headline, and the bullets they actually start looking right where the call to action is. What I'd really like to do here it's really, really powerful, you can see something like that also on my homepage, is to have some handwritten font because handwritten font is something that instantly grabs our attention. It's like faces on a web page. We just are drawn to those because it's so different than what we typically see on a web page.

Obviously we don't have handwritten fonts. When we do use handwritten fonts, it has a much higher success rate of being read and getting your point across. What you'll want to have is some handwritten copy and an arrow, typically also a hand drawn arrow, pointing to the right-hand side of the page and typically that's where the call to action is. I'm going to get to the right column in a bit. That's what this handwritten copy is going to … the purpose is going to be. You don't want to just say, “Hey, guys look to the right.” Say you're selling an E-book you don't want to just say, “My E-book's over there.” Also include benefit in your copy. Reiterate maybe your strongest benefit and draw the eyes to your visitors on that call to action on the right-hand side.

If you're selling an E-book, you might want to say, “Grab the latest copy before we sell out.” I'm just making something up. It might be a benefit. It might be something like I just used which is time restraint, a sense of urgency, that adds to persuasion. Whatever it is don't just say, “Hey, look right.” Try to either include a benefit or some persuasion element like urgency to draw the eyes into the call to action on the right-hand side. That's the last column so we have the big bold headline, the sub headline introducing the bullets, those three bullets, and then a handwritten font with a handwritten arrow pointing right to the right column. That's the left-hand side.

As you can see it's much more heavy copy wise than what you typically see on homepages. You might have seen a template like this on product pages or opt-in or pop ups. Typically on product pages the copy is going to be on the right. I'll explain when I talk about the right column why on a homepage it should be different. It's quite different than what you typically see on homepages these days. I urge you to test it out. If you are in line with your user benefits likes and counter objections, I bet certainly a good amount of money that this is going to be out converting your current homepage. Let's break for the Offline Ignition Minute where we talk about your body language as an entrepreneur. When we come back, I'll talk to you about that right column. What are we going to put on the right-hand side? It's going to be very interesting you'll see. I look forward to sharing that with you after the Offline Ignition Minute.

5. Quality Video or Image Shot

Back to that controversial homepage template that just sells more. Before the Offline Ignition Minute we talked about the left-hand column lots of copy. Now, on the right-hand column it's going to be much more fun to some extent. What do we have on that right-hand column? I hinted to that on the last part of the left column which is the handwritten font, the arrow. I'm going to get to that in the next step. The fifth element of the homepage template basically on the right side of your headline, your sub headline you want to have some kind of imagery. You want to have a video if you can. Video sells a lot. If you have a video introducing your product or service in a good way tailored to your user base with some benefits in it and all that, you can put that there. If you have some imagery of your product that you're selling …

For example if you look at Online Marketing For Products right now, you'll see a mash up of my toolkit that you can opt-in to get, so my swipe files, so those headline templates I was talking about in the first part and other things you'll want to maybe look at. That's the imagery I'm using. If no matter what you're using is an image or a video, you'll want to use something that lightens the mood. The left-hand part is a lot copy heavy. We want to make sure that on the right-hand side it's a lot more light. It's less noise. It's less intensive. A good size image, a video, is a good thing to add there. What you want to do no matter what you use, image or video, is you'll want to add a caption too underneath that image or that video.

6. Caption with USP or Offer Benefit

Oftentimes I like to restate the unique selling proposition or the offer. For example if I have a video, I want to give them a reason to watch. I'm not going to say watch this two minute video of our CEO Nicolas Fradet. That's boring. That doesn't give me really a good reason to watch it. You'll want to say something like watch this two minute video … If it's a video, you'll want to add the time length especially if it's quite short because I don't want to get into a fifteen minute video at this time. If it's just a few minutes, you can say it. That's always good. You can say something like watch this two minute video of Nicolas our CEO to get this product for free or to get whatever your USP is, your offer is, you'll want to state it in there in the caption.

Captions get read a lot. That's why we're adding one there. Even though you have that big imagery or a video, you want to make sure that people will get what it is and understand what's in it for them. Using a caption is a great way to restate a USP or to restate your offer. That's on the top part of right column.

7. Call-to-Action with Trigger

Next underneath that you're going to have the call to action. You want to make sure that whatever the dimensions of your video, your image, of your thing about how big am I going to make this, basically you want to make sure that the call to action that's underneath that lines up with the handwritten font and arrow I was talking about in the left column. You want to make sure that people read the copy on the next column, they see the handwritten font, they see the arrow, their eyes is drawn into the right-hand side and that's where the call to action is basically that height. The call to action is that big button. You want to make it a bold color. I've seen some people say, “This color converts better than that color.” Typically that's not really true. What is true though is that the call to action needs to stand out. It needs to be a bold enough color that's not repeated somewhere else on the site.

If you have in your logo there's red, in your navigation bar there's red, the headlines red, don't make the call to action red. It needs to be a unique color in your entire website. Whenever I see green I know that green is a call to action. It could be blue. It could be green, could be orange, yellow, red whatever it is that's fine. Typically it won't matter what the color is per se, but it will matter if the color of the call to action is the same color as everything else. Then your call to action will get lost and that's when you lose conversions. Make sure the call to action pops and that it's a unique color in your color scheme.

You have that big button, bigger is better typically. You want to have on that call to action make sure that you're using copy that makes sense. Tell me what's next. Tell me what I'm getting into when I click that call to action. Don't say, “Submit”, or some crap like that just say, “Get started with this the new SEO”, whatever it is get a hint of a benefit. Tell me what's going on when I click that call to action. If you're looking to add a little bit on that call to action, you'll want to add what is called a call to action trigger. What is a trigger? A trigger is the small line of copy underneath the call to action. Typically it's the same color as the call to action. If your call to action says that, “Get started in two minutes”, has a benefit in it, super quick that's good, “Get started in two minutes”, underneath that I want to have a line of copy to reiterate the benefit of clicking that call to action.

Perhaps something like, “You'll be set up with your account and be working on the software very quickly in just under two minutes”, whatever it is just restate something. It's a good place to have trust building factors. For example, if it's a paid product, a paid service, and there might be a credit card involved in the transaction, you might want to add as a call to action that you're getting a free trial. You can cancel anytime. Something like that are good things to add as a trigger. The trigger and the call to action are basically one big object. Let's say it's green the big call to action, green with a good benefit, and underneath that a trigger that you add just a line of copy there just to reinforce and give additional benefits … Like I said if it's a free trial just cancel anytime something like that, is really, really powerful as a trigger.

That sums up the top part of the homepage. The left column a lot of copy with the handwritten font to the right and on the right column either an image or video, a caption reinstating the USP or the offer, and then a big bold call to action with a call to action trigger those are good to have. That's the top part. Those were two columns.

8. Good Testimonials

Now underneath that you're going to have something else that's going to span across the entire width of the page. No more two columns now. It's going to be across the entire width of your page. There's going to testimonials. Typically the way you design it, I mentioned in the start of the show about making sure that people read what's underneath the fold, and so you want to make sure that those testimonials are where the fold falls so that people understand that there's something beneath the two columns basically at the top. Make sure that it's tight enough that people understand and they start to see those testimonials.

I've spoken about testimonials in a previous episode. If you want to get to that, it's episode 5. You want to get to how to do testimonials right. Basically you'll want to have two testimonials there, maybe three, below the two columns. Two great ones is better than ten in a carousel. Don't do carousels. I've talked about this in episode 2 in the conversion killers. Those are bad. Just have two, maybe three great testimonials. Again, if you want to really learn about doing testimonials properly, go back to episode 5 when we talk about doing them right. Even if you don't have some by the way, I've got some great cues in there about finding testimonials even if you don't have some specific to your own business.

9. Clients and their Logos

You have across the two columns the two or three testimonials that span the entire width of your page and then you want to get logos of some clients. Clients and logos of your clients are trust building factors. Obviously you probably seen them all over the place and there's a reason for that because it works. It's simple as that. You might say that's fishy or that's too trendy and things like that. There's a reason why things work and people use them all over the place. It's because they work. You want to inject if you can some logos of your clients. If you just have a few, just have a few in there. If you have some big brands, make those bigger. Maybe give a quick explanation of why these clients use you again with a headline of that section with clients and make sure that people read them and get the extra benefits of using you reinstate those.

In everything I've discussed today don't be afraid to say things twice. If they miss your sub headline, they might see the client logos because that's going to draw their attention better. Don't be afraid to reinstate some of your key winning persuasion points twice on the same page. It's fine. People will miss some parts and they'll see the next so it's always good. That was the controversial homepage template. As you can probably imagine you've probably seen this on opt-in pages and product pages before. It's not that controversial for those pages, but honestly these days the homepages are designed too differently that it tends to really kill conversions.

Now for product pages something that's quite different that you want to do probably is to flip the two columns around especially this is mostly because of big giant selling websites like Amazon that have the product images on the left and more of the information on the right. It starts to make sense when you are using your own product to start doing them. Obviously I would test it. I've had some success with some clients where we actually put the imagery on the right. We have the good selling copy on the left just like the homepage template I just talked about and that worked better. You want to test that. That's certainly something to look to. You'll see it's a lot different. The testimonials if they're done right like I talked about in episode 5, they do a great deal. Again, you want to make sure you don't have that false bottom I talked about in episode 2 in the conversion killers where people start to miss what's underneath there. Be weary of how you design and how your height is between the two columns and then the testimonials.

Again for reference sake go to onlinemarketingforprofits.com. Go to the homepage you'll see a pretty good rendition of this template. It has a few tweaks in it here and there as I'm testing things. Most of the elements I talked about today are there. I guarantee they're going to stay that way because I know this template works. If you're wondering about current design trends, “How do I reconcile the two?”, because maybe you like that big imagery and you really want to stick with that … Obviously using that copy elements and all that is going to have some things that don't fit well together. If you're going to use mega images, that's okay just make sure that all the elements in my template stand out. Basically that the copy can be read easily.

This is something that people do even when it's just a headline. Because of the mega image behind the headline, the headline is blurry you can hardly read it and that can kill readability and conversions. If you're using a big image, make sure it's in a color scheme that doesn't contradict or isn't in conflict with the rest of my template that's step one. Step two you can make it blurry a little bit so that the copy and everything else stands out a bit more. Something you can do also is start to use less textured images. Obviously the more texture there is in the image, the more detail, and the more shapes there are the more likely it's going to be in conflict with what you're putting over which is my template with a lot of copy.

[Listen to this podcast episode to learn more about how images impact website conversions.]

You can also use a transparent box underneath my template. You can have the big imagery that spans across the entire width of the monitor of your website. When you get to the template I talked about, you use a transparent box. It makes sure that the copy pops more and you're not losing the image underneath there because it's transparent a little bit. That's a way to really reconcile the two. I really urge you to test it out. Yes, go for it. It's probably going to be a very bold thing to test on your website if you're using just the standard design trends, which is the headline and the big imagery. Oftentimes it really works. I can't guarantee it's going to increase your conversions, but the chances are very, very likely let's put it that way.

If you're wondering, I was talking about the homepage template. I talked about a few elements, what comes beneath those two columns, those testimonials, those logos of clients that's where you basic want to get into the details of what you're selling. You want to give more of those benefits, more detail about your product or service. I'm not going to get into that. Typically honestly people don't read those sections as much. Basically everything that's above the fold has much, much bigger impact. You want to focus your energy on that. Whatever is underneath that, whatever you have already on your homepage, just keep it that way underneath my template and you'll probably be fine because most of the test and most of the changes you want to do is above the fold content or close to it.

Now if you really want to just copy and paste this template and use it on your website, I've got an easy way for you to do it. Go to onlinemarketingforprofits.com/download in my swipe file you'll see a link to click funnels which is … You probably heard of tools like Leadpages. Click funnels is just like that but they really allow you to share a template like this homepage template I've talked about today really very easily. If you go to my swipe file on onlinemarketingforprofits, I'm going to give you the link where I share with you that homepage template. There's also links for the opt-in pages and other pages I've built in click funnels that I'm going to share with you.

If you want this specific template I talked about today, it's really, really simply. It's that simple. You click on the link to click funnels. It'll tell you, “Nicolas has invited you to share this template.” You can sign up there. Instantly, I want to say in a matter of minutes, you can have this template in your click funnels account and then host it on your Word Press page, or if it's not hosted on Word Press, it still works. Go and use it.

Don't have to build it yourself. If you don't know any coding anything like that or if your Word Press theme doesn't allow you to do that go just use my own template on click funnels. It's built for you. Just swipe it all, change the copy, and you'll be good to go within the next hour. I hope you appreciated this episode. If you want to have the show notes and all that, the show links, go to onlinemarketingforprofits.com/eight. Let me know what you think. I would really, really like if you eventually test this template and get an increasing conversion somehow. Let me know in the show notes and the comments on this page on onlinemarketingforprofits.com/eight. I'm really looking forward to hearing about your results and all that. I'll see you next time for our next episode when we talk about images and how to optimize your images for better conversions. Look forward to sharing that with you then. I'll see you next time on Online Marketing For Profits.

In this Offline Ignition Minute I want to talk about stress induced hand gestures. What are those, how do they work, and how can reading your gestures and other people's gestures help you build better interactions and build better relationships? Stress induced hand gestures are hand gestures that you do, that we all do basically, when we're stressed out, when something's bothering us, when we're uncomfortable, we're anxious about something. We're in a situation someone says something that we don't appreciate or we're put into an uncomfortable position and we'll start to use these gestures with our hands that are totally related to the fact that we're stressed out a little bit more.

The best way I think I can tell you about any stress or gestures to be honest is to make it a little bit simpler. Think about a baby who's crying. What do we do when a baby cries if we want them to calm down? We give them a pacifier. It soothes them. It's a great way to get them to calm down. They're more relaxed. We might also give them little gentle taps on their tushie and things like that. That also is some kind of a pacifying way of calming them down. Basically what that does is it massages them. If you're sucking on a pacifier, it massages the insides of your mouth. That for a baby is very effective.

Now for adults we don't carry a pacifiers anymore at least I don't. What are the ways we do as adults to calm ourselves down? Now one way that we do really pacify, a lot of people do appreciate that is just to get a massage. The Franklin Institute says massage basically releases endorphins that calm the peripheral nervous system. It basically calms us down to get a massage. If you've ever gotten a massage before, you know what I'm talking about. You come out of that and you're super relaxed and it really did the trick. Endorphins are chemicals that trigger a positive feeling in the body similar to that of morphine. It's basically a natural way to calm you down and to produce a chemical that's going to just make you feel better.

You can go to a massage, a therapist, and get that done. What if you're in a business setting and you don't have a handy massage therapist there to help you calm down, what can you do? What we typically do when that happens is actually we start to self-massage. We basically typically use our hands. We'll start to wring our hands together, rub them against each other. You can massage the side of your arm. You can massage your legs if you're sitting down. These are not things that you should do on purpose because you're stressed out. I'm saying these are things that we do just naturally whenever we're in an anxious or uncomfortable position we tend to actually do self-massage. You won't necessarily control it. You'll just start to do it.

I know for myself for example one of the things I do especially when I'm pacing on the phone and I'm uncomfortable in some way I start to massage and rub the back of my neck. The neck is a very sensitive area of our body. Obviously a massage there makes me feel good. At some point when I was studying body language, I noticed that that's my tell there. When I'm uncomfortable especially on the phone, I tend to rub the back of my neck. You're the best person to actually start to analyze your own body language. Try to be mindful of when you're uncomfortable and try to be mindful of how your hands are reacting to that. You might notice that you're massaging the side of your arm. You're massaging your legs, you're wringing your hands together, you're rubbing the back of your neck like I do. You're the best person to really know that because at the same time as you're noticing that you're wringing your hands you'll know instantly inside if you're uncomfortable in some say. Pay attention to that.

The same way like I said if you're mindful of that and you are uncomfortable, the best way really to heighten the image that you're projecting is to stop doing it. People will pick up on those. Even though they haven't necessarily studied bad body language, they'll pick up on the fact that now you're wringing your hands, you're self-massaging, you're doing something differently, and they might pick up on the fact that you're uncomfortable. If you're trying to project trust and credibility, if you're speaking in front of a crowd for example or in a business meeting giving a presentation, no matter what the setting is if you want to appear trustworthy and all that, stop doing it. Force yourself to stop massaging yourself.

Also be mindful of when other people do it. Maybe you're speaking to someone and now you notice that they're the ones that are using stress induced hand gestures. When that happens be more respectful of them. Maybe ask them if everything is clear what you've been saying, if they're comfortable with what you've been sharing with them. These are ways that you can build relationships because you're going to be more in tune to how their feeling so you might be able to course correct what you've been saying and where the discussion is going because now you've picked up that there's a part of what you had said that they weren't comfortable with in the first place. A great way to better your interactions and build better relationships whether it's you projecting a strong image or picking up cues from other people when you're speaking with them so you can make them feel more at ease. I look forward to hearing what you think about these hand gestures. If you picked them in social and business interacting, let me know in the show comments. I'll see you next time on the Offline Ignition Minute.

[/TRANSCRIPT]

 

The post A “Controversial” Home Page Template That Just Sells More [OMP 008] appeared first on Nicolas Fradet.

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In this episode, I share my 8-point home page template that is DRASTICALLY different than current design trends. It just outsells the norm. In The Offline Ignition Minute, we'll look at deciphering stress related hand gestures. In this episode, I share my 8-point home page template that is DRASTICALLY different than current design trends. It just outsells the norm. In The Offline Ignition Minute, we'll look at deciphering stress related hand gestures. Nicolas Fradet clean 51:27 In this episode, I share my 8-point home page template that is DRASTICALLY different than current design trends. It just outsells the norm. In The Offline Ignition Minute, we'll look at deciphering stress related hand gestures.
How Hotjar Grew 60,000 Users In Just 7 Months – Part 2 [OMP 007] https://nicolasfradet.com/how-hotjar-grew-60000-users-2/ Wed, 11 Sep 2019 15:18:25 +0000 http://www.onlinemarketingforprofits.com/?p=11014 https://nicolasfradet.com/how-hotjar-grew-60000-users-2/#respond https://nicolasfradet.com/how-hotjar-grew-60000-users-2/feed/ 0 <p>Interview with David Darmanin, founder and CEO of Hotjar where we discuss possible mistakes they made during their launch, things they did right, and coming up with a good domain name. In The Offline Ignition Minute I'll discuss the "S" in my PEERS formula.</p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/how-hotjar-grew-60000-users-2/">How Hotjar Grew 60,000 Users In Just 7 Months – Part 2 [OMP 007]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Interview with David Darmanin, founder and CEO of Hotjar where we discuss possible mistakes they made during their launch, things they did right, and coming up with a good domain name. In The Offline Ignition Minute I'll discuss the “S” in my PEERS formula.

Show Notes

[TRANSCRIPT]

Hey, it's Nicolas again and this is Online Marketing for Profits. Welcome to the show if you're new to the show, if this is the first time listening in, welcome to Online Marketing for Profits. If you have listened to a few of the other episodes, welcome again. This is going to be part two of my interview with David Darmanin of Hotjar, the Founder and CEO of Hotjar.com. Really how they managed to grow their user-base to 60,000 users in just seven months, how did they managed to do that and if you missed episode six just our previous episode this is where we…

I presented the first part of the interview. I discussed with David things about launching the product itself, creating buzz, managing their community, creating anticipation and how did they managed to do all of that with just a team of five people. There are some really, really great tips in there about launching just about anything online if you're thinking about launching a website, a video course, an info-product, a book, a podcast, whatever it is. I think there are some great things in there that you can use yourself to do a great, great launch and things to think about about your business.

THIS IS A RAW TRANSCRIPT OF THE PODCAST WITHOUT ANY ALTERATIONS FOR READERSHIP. FOR THE BEST LEARNING EXPERIENCE, PLEASE LISTEN TO THE PODCAST VIA ITUNES, SOUNDCLOUD, STITCHER OR ON DIRECTLY THIS PAGE.

In this second part we're going to talk about domain names, things that David feels they did right in their launch and what they've done right so far and scaling up and all that. Also things he would do differently. If he could do things slightly differently second time around what would he do differently. I think there are some good gems in there also for things to think about ourselves when we launch something in the future so that we perhaps don't make … I wouldn't call them mistakes but we could perhaps profit from what he's learned with launching Hotjar so far.

That's part two and when we come back after the interview I'll tell you my biggest take away from that second part and also I'll present to you the Offline Ignition Minute about our body language as entrepreneurs. Without further adieu here's the interview with David Darmanin.

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A few things Hotjar did right during their launch

Nicolas Fradet:
I guess one of the things I was curious on is obviously you achieve a great level of success very fast like I mentioned earlier. A little bit of word of mouth and a lot of it seems like Hotjar was all over the place. Can you tell us a bit about some things that you did well for this launch? If you had to do it again this is something you would do and if someone was in the same position as you were seven or a year ago or seven months ago what would you recommend they do? A few things that you did right throughout this launch.

David Darmanin:
I'd say definitely it's being in contact with the users a lot. That kind is the Hotjar creates like the whole feedback idea and listening a lot. I think that's really important. In the first few months when we had that landing page up and we had the queue we were constantly reacting making minor tweaks and changes to the page and to the positioning. The key is to learn to make … I'm really glad that we made small quick changes every day as opposed to big. That's something I will definitely do on all future projects.

Nicolas Fradet:
That's a good point because I remember there was something in the survey. I wanted to fill out the survey I had built with your tool and someone I had sent it to mentioned I could only enter it was a 100 characters or whatever it was. I thought I'm sure that's not what they intended it to be. I remember just adding a support ticket and I think within an hour or so it was corrected and live on your side. That really impressed me because obviously that tells me that you're listening to what I'm saying and you're obviously responding very quickly which are two ways to make sure that I'm having a positive experience about the whole thing. That is great.

David Darmanin:
Agreed. Those are the type of stories that we hear a lot and we realized it's so easy to underestimate how powerful that is. We didn't even do it on purpose. We were trying to just get things done very quickly but then we realized that this created what we call now wow moments. Now we're putting much more effort into sustaining that as we grow. Another thing that I'm very happy that we did and we'll definitely do it again was actually a suggestion by one of my colleagues, my co-founders, Eric who said …

Because a lot of people were asking for things that they were missing. I would love if I was using a tool like Hotjar to be able to see a roadmap. We say, “Yeah, we should do a public roadmap.” We should show publicly what we're working on, what we're planning to do and try and roughly give an idea of how we're prioritizing them so that anyone using the tool can have an idea of what's going on and what we're working on. We're glad that we did that and we still have that and we show it like we update constantly showing what's in progress, what's done and what's coming up.

Nicolas Fradet:
Yeah, that's a good way to get people invested in the process and seeing what they want and seeing where you're going and that also like you said that you're listening to them. The same way I noticed that you did something I hadn't seen much out there where you have your Hotjar founding members, you mentioned the community a bit earlier how … You mentioned that Hotjar is more than a tool it's a revolution. What is the idea behind that? What do you think it did as far as building your community?

David Darmanin:
It was rather than [00:06:31] we want to give something back because as I said it was such an awesome adventure and a lot of the people in there we were literally speaking to them every day. It was like we literally had an army of people in there using Hotjar and saying, “I love this. I hate this. This is not working I expect it.” We were replying back and forth and this is all done in what we call non-real time chat. If you're not around you'll receive the reply via email but if you come back into the tool you can continue with the conversation where you left off. That had a huge impact.

About usability within the app

Nicolas Fradet:
It's good that you mentioned that because you mentioned your background and usability and one of the thing that really struck me when I first signed up for Hotjar. If you go to the website I think on the surface like the home page, the plans page, you'll see a lot of good persuasion elements that you know it is built by a good conversion optimization marketer. It's really well-built and I highly recommend people actually go over to look at what they are doing. It's really well-made and the testimonials are there. We mentioned that in episode five.

That wasn't surprising to me knowing you before but one of the thing that really struck me and you mentioned usability is how well the dashboard once you get inside the tool how well it's made and super easy to navigate and find yourself around because it's one thing to get them to convert and sign up but then you need them to actually use the tool, use it and actually like it so that they can share it and eventually maybe perhaps become paid members. The way you have your navigation on the one side and then you have the support tickets, all the announcements you're using on the other side on the right hand side, how did you come up with that layout because to me it felt like I remember when I bought my first iPhone where after playing with it for an hour it felt like I had owned it for a year or so. Everything was right where it's supposed to be and I felt that way when I was using your dashboard for the first time. How did you come up with that layout?

David Darmanin:
I can't take any credits for that. We're lucky that one of the co-founders, he's our UX product guy so he's the person that built that and then iterated on it, got feedback a lot from the team. There's a lot of qualitative decisions going on there.

One mistake they'd like a mulligan on

Nicolas Fradet:
That's good. It's super easy when you have a new announcement or if you ask a question to your support team it's right there. It's super easy that you can't miss it really and I think it's well-made. You mentioned a few things that you did right when you launched. Perhaps there were some things that you'd like a mulligan on maybe, things that you'd do differently, can you maybe list a few of those for us today?

David Darmanin:
Sure. It's difficult to look back and choose because there's so many things that we would do differently because you're constantly learning but then again I want to look back and say you need to do them in order to learn. I'd say there is one particular thing which I think was a mistake. Then again I'm not sure which is it would have been a better idea probably that early on we got users who were interested in the tool to commit.

For example, by putting in a payment method in advance even though they wouldn't be charged because that would have helped with the commitment later on.

Then again I'm not sure because that might have been a bad idea because then we would have probably spread less quick and grown less fast. It's a tricky one. In reality it's always these tricky balances for example communicating with … Because having too many users can also be a bad thing like you stress out the team, you can't keep up with replying to everyone. It's more probably looking back even though we did really well I'd say I wouldn't mind having maybe a little bit less success and growing a little bit slower. That would have been a nice thing. I guess one way of doing that would have been to ask for a little bit more commitment upfront.

Sorry to interrupt you but actually thinking back now I realized why that would have been good. It would have been good because of all the sleepless nights because I remember six months in we were thinking will anyone give us money for this. Are we doing this? Now I remember that would have been a really nice extra thing to have. If anyone out there is planning to do something like this that's actually a good thing to do.

On having a plan to scale

Nicolas Fradet:
I guess that's a good thing that when you're at the six month mark and now you're saying we're going to flip the switch on and going to accept payments, we're just going to do it and cross our fingers. Were there a prepared plan on scaling it or doing it in a precise way? People have been using it for a while now will just start accepting payments and hope for the best.

David Darmanin:
We were just prepared for the worst. We put in the bank enough to survive six months and we were just praying to God that we could basically come back and cover our operation cost within that six months. We were lucky because we did that within one month. That was good because it then also gave us a nice cushion to use that cash then emerge and start growing again.

Nicolas Fradet:
Right, that's excellent. Congrats. I'm sure the sleepless nights were awful but in the end…

David Darmanin:
They were really awful because it's a long beat when you think about it. By the end we're like, “Oh my God, what is going to happen?”

On getting a good domain name

Nicolas Fradet:
Right, exactly. At least you knew you had some buzz and some momentum with everyone that was signing up. As you said that can never tell that much how much people are actually going to come up with their credit card and actually pay for it, right? Okay, a rapid fire of questions.

The first one is I think people obsess a bit too much about this but in your case it's just a great that I wanted to touch on on that is your domain, your domain name basically the name of the tool Hotjar. I'm curious because we all know nowadays .coms don't come easily and I was curious did you own this domain from few years back thing? “This is a great domain name. I'm just going to use it. I'm just going to use it one day,” or just stumbled up on this just it fell into your lap or how did you come up with a six letter word with two words in it that has a very memorable are pretty rare these days. I'm curious about how did you came up with that.

David Darmanin:
Choosing a name was just plain horrible because we couldn't find, we knew we wanted to do it different. We wanted a name that was different that was very memorable but ideally had some kind of memorable connection. We knew we wanted the heat thing in there. The reason is we knew that heat maps having done some market research we knew heat maps were incredibly popular. In a way we knew that Hotjar was all about identifying these hot opportunities for growth. We wanted to build around that theme. Basically, every domain name I could think of was taken so that left us with kinds of idea.

Nicolas Fradet:
I know the process.

David Darmanin:
Exactly. We went through the usual thing. At the end we stumbled across this domain which was owned by someone else and they were willing to sell it and we managed to buy it for a very reasonable price.

Nicolas Fradet:
Wow, okay. How did that process go through? I know from experience I'm sure a lot of people out there know that it's quite frustrating. You're just filling out some domains and they are all taken and you want to keep the .com you don't want to go to .net route and things like that. For someone who's interested in a domain, did you use a service to do the transaction? How did that go through?

David Darmanin:
Yeah, we used loads of services and tools to search but at the end what worked the best was actually looking for domains that are already for sale. That's my advice.

Nicolas Fradet:
Was this on a marketplace?

David Darmanin:
Yes.

Nicolas Fradet:
It was listed for sale.

David Darmanin:
Yeah, it was on a marketplace because that just makes for a very swift decision.

Nicolas Fradet:
Was there a price listed for the domain? I'm curious.

David Darmanin:
Yes, there was.

Nicolas Fradet:
Okay. You offered that? Did you tried to negotiate or how did that …

David Darmanin:
No, we just offered that.

Nicolas Fradet:
Okay. If it's reasonable why waste time.

David Darmanin:
Yeah, exactly.

Nicolas Fradet:
Cool. That's great. I think Hotjar is terrific name. I think people, it's important to have a good domain name but at the end of the day if Nike was actually called Kion or whatever we just wear Kion shoes and our day would be the same, right? It's important and people maybe overdo it sometime but that's great.

David Darmanin:
[Crosstalk 00:16:42] I read quite a lot about this before we kicked off Hotjar because I had that project which were failing and I realized that although a name can be irrelevant it can carry a weight but let's say the most important rules from my experience are that one, your name is not generic and it does not promote generic behavior. Instead of calling the brand, the tires brand Michelin imagine if it was called Great Tires.

Nicolas Fradet:
Right.

On Branding and the Long-Term

David Darmanin:
The funny thing is that we tend to do this a lot. My first company I was working on was called Optimization Lab and that's like it doesn't get more generic than that. It's very easy to fall into this mistakes so I think the best thing is to choose a name which is unique and particular and reflect what you're trying to do. For us, to have a strong punchy words was important for us. The whole idea of jar was also the fact that you can, one, visualize a hot kind of jar and the fact that you're capturing insight. It's good to have some kind of story and make it extremely unique.

Nicolas Fradet:
Yeah, I get that. It's such a struggle you can spend hours and hours and hours on this process especially if you can have more people chiming in and you're not necessarily all aligned together. It can be a very excruciating process. All right, thanks for that. One thing I really liked when I saw the dashboard and also I've seen you use these in emails. I've never seen anyone use this in this way or animated gifs. You're using them all over the place and when you want to use a tool you got to have this gifs that summarizes in a few seconds what the tool is about and how to set it up.

Especially in the email I think instead of using videos like other people do, you can't play the video in the email itself. You have the image, the thumbnail and then it brings you to an external site. Having this gifs inside the email I think is a great way to add a bit more content to the email. I've never seen that done before. Did someone inspire you on this? Who had the idea behind that because I think it's terrific.

David Darmanin:
I admit that I think we saw someone do something similar but the reason why we decided to go for this is just simply the fact that as a society we're just moving towards this direction gets us all kind of common place today. They are amusing and entertaining even if you look at what it's called? The name of that start up where you have six second videos, Vine. Everyone just wants to consume contents really quickly so we thought it would make sense to build a lot around that concept. Yeah, a lot of people really loved it. Actually it gets a lot of comments from people saying, “I love it.” Since then it has become part of the brand now.

Nicolas Fradet:
Yeah, sure. I mean, they are terrific. I think in the dashboard when you first use a tool you want to just quickly set it up and what it's all about and find out very quickly what I can do with this and they do the job perfectly. In emails I think it's even better. Yeah, that's great. Before we wrap up, David please tell us how people can reach you and how they can use Hotjar today.

David Darmanin:
Anyone who's interested in discovering how their site is actually being used, a good place to start is definitely Hotjar because we make it free and simple. We also help you out in terms of giving you some advice when you kick off like in terms of where you should be looking and what kind of exercises are good to do to discover some interesting opportunities. Yeah, we'd love obviously to have any feedback that you might have when you use Hotjar. We're looking forward to it.

Nicolas Fradet:
That's great. Again, this is Hotjar.com. H-O-T-J-A-R.com and David, thank you so much again.

David Darmanin:
Thanks, Nicolas. Thanks for your time.

——–

All right, I hope you liked part two of the interview. I had a blast recording it with David. He's a good friend like I said. It was great to have that inside scoop of how they manage to be so successful so quickly. My biggest take away from that second part of the interview was how things that they did right and especially being in contact with their users a lot constantly reacting and making minor changes almost every day. Creating wow moments and really course correcting basically their roadmap by listening to their user-base and saying, “This is what people want, we didn't think they would want it so quickly or even that they want it. This is what they think is broken and we should probably fix it.”

Course correcting that way to have basically a better user experience, that really probably I'm sure helped a lot with the speed to which they grew in and the word of mouth that they managed to get I think from everyone. That's my biggest take away. I think it's something I haven't done as well in the past and I can certainly do better in the future. One thing I would add also is when we talked about domain names I wanted to chime in here because if you think about it, the name of the show, my show is Online Marketing for Profits it's the opposite of what David was referring to about being generic and having something that's memorable and all that. You know what?

My take on Branding and business names

I totally agree with what he said on the show and if I were to start a service like his I would certainly go the Hotjar route and pick something that's memorable that's easy to spell and things like that. Probably maybe even think about purchasing a domain name that was owned already and all that but when you think about it Online Marketing for Profits would be opposite of that. I think it really depends on what your long term goal is, what you're trying to achieve and especially I think how you're going to get there. I'll give you a quick example. Online Marketing for Profits obviously is not as memorable I think long term than Hotjar. It's not maybe the best for branding and all that but one of the reasons I chose this name for the podcast was that for basically ranking reasons.

I'm not necessarily talking about Google search engine ranking as an SEO. I don't think I'll ever get to number one page in Google if I ever do then I'll have done very well for the term online marketing and all that. However there are other search engines that are less competitive for example the iTunes search engines and other podcast search engines that are less competitive that I can do better with the online marketing in the title of the show. Also because when you go to iTunes when I'm trying to stand out in the iTunes results page when you're looking at the business sections and all that, I wanted the show to tell you instantly what it was all about. It stood out in that way. This is probably something that people would relate to much better.

Obviously like I said Hotjar on the surface it's not something you know what Hotjar does. Once you do though it is much more memorable and Online Marketing for Profits on the opposite it tells you exactly if you're looking for that it tells you exactly what it is about. I think long term for me because when I'm trying to shape as far as the podcast in the iTunes results page and all that I think was a better choice of name for my podcast. Time will tell if it was a good idea but I would just wanted to add my two cents on that. Okay. Let's move on to the Offline Ignition Minute where we talk about your body language as entrepreneurs.

All right, that's a wrap. If you want the show notes, the links and everything we discussed today, go to onlinemarketingforprofit.com/7. Let me know what you think. Leave me a comment, I appreciate it in advance. In our next episode of the Offline Ignition Minute I'll be sharing with you a template that I've used with a lot of clients very successfully to generate more leads, more sales, more conversions. A template that you can use on your home page, on a product page, on opt ins, on exit pop ups and a lot of pages really, really does well in all of these pages.

I'll be sharing with you the key ingredients of the template so that you can put it to use on your website and generate more leads yourself and more sales and more opt ins. I'm looking forward to that. That will be on our episode eight of the Offline Ignition Minute. See you next time. Thank you for listening to Online Marketing for Profits. Be sure to get Nicolas' free funnel swipes plus his 53 point conversion check list at onlinemarketingforprofits.com/download and join Nicolas next time for another edition of Online Marketing for Profits.

Okay, today we wrap up my peers formula for a great first impressions in the workplace and if you missed the previous episodes what is my peers formula it's basically a five step formula for creating memorable first impressions and how we all know how important those first impressions are. If you haven't been listening to the other episodes in the series you can go back to Online Marketing for Profits episode three to find out what the P is all about. The P is for posture. Episode four of Online Marketing for Profits was for E. E is for Eyebrow flash. Episode five was for eye contact. Episode six was for a real smile.

I really gave you some I think some great tips on how to achieve good posture, how to flash your eyebrows correctly, how to maintain good eye contact and how to have a great, “fake real smile,” so you can really impress the people that you're meeting for the first time. Today, it's going to be the S in the peers formula. S is for strong handshake because you don't want a limp handshake. You don't want a weak handshake. People will actually judge you in that single instant on the, “quality of your handshake.” You don't want to appear weak or something like that and by the way you don't want to overdo it as well.

I mean I've heard of breaking fingers and all that I mean not for real I guess but having a handshake that's so strong that it hurts and that really could put a dent in the first impression so you don't want to do that. You really want to have a firm, strong handshake though. How can you achieve that and how can you use a handshake to your advantage? First thing is when you're approaching the person you're going to be shaking a hands of, extend your hand in advance. Don't do it the last time. Extend your hand in advance that shows that you're enthusiastic about the process and you're eager to meet them even if it's just for a second or two.

Just do it in advance, extend your hand and also telegraph exactly what you're expecting from the other person so there's no misunderstanding or awkward moment. You want them to shake your hand as well. Keep a firm grip like I said don't overdo it. Do keep it real and also try to get that hand as deep as you can in the other person's hand. You don't want to shake just the tip of their fingers or just their fingers. Right? You want to shake the entire hand so that's really, really important. Do two or three shakes max when you actually are shaking their hand you do two or three pumps I should probably say in maximum. You don't want to overdo it again and it shows that you're good and happy with the handshake and then you disjoint the hands.

You don't want to do this...
You don't want to do this…

That's really the best way to have a strong handshake, keep it firm, extend your hand in advance and two or three pumps and you'll be good to go. Now, one thing you don't want to do and some people do that and it can appear to be I guess condescending or patriarch. You don't want to do that. Actually hold the arm of the other person with your left hand. Let's say you're shaking the hand of someone with your right hand, right? You're grabbing the elbow or the forearm of the other person with your left hand. You don't want to do that. It's a power move. Some people will maybe perhaps use it to put you in his advantage and negotiate and things like that.

That's for another edition of the Offline Ignition Minute but if you want to just keep it simple and make sure that people are totally happy with meeting you, there's no bad feelings or anything, there's no awkward moment or anything like that, don't hold the arm of the other person with your left hand. Okay, that was the peers formula. I hope you enjoyed all the episodes covering the formula itself. I guess go back to episode three if you've missed it. Three, four, five, six and today, seven covering the posture, the eyebrow flash, the eye contact, the real smile and today the strong handshake.

Put the formula to good use and practice makes perfect so you need to probably practice this a little bit so that sinks in and it doesn't look disjointed and it flows nicely. It can I guess be weird to practice this in front of a mirror something like that but I'm not joking. Practice it a little bit. It will be much cleaner and much more genuine once you do it for the first time and your first couple of times. That could sink in and you'll be on autopilot and you'll be delivering some great first impressions no matter what the setting is. If it is a corporate setting then that's great.

If it's a more relaxed setting like in a bar and just meeting new friends and all that. Making a good first impression is certainly god either way and let me know if you have success with it. I'd be very, very happy to find out that you're having success with the formula that you felt like made a difference in your relationships and all that. Let me know and I'll see you next time on our next edition of the Offline Ignition Minute.

[/TRANSCRIPT]

OMP07_Quote_IngvarKamprad

 

Show Links

http://www.hotjar.com

The post How Hotjar Grew 60,000 Users In Just 7 Months – Part 2 [OMP 007] appeared first on Nicolas Fradet.

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Interview with David Darmanin, founder and CEO of Hotjar where we discuss possible mistakes they made during their launch, things they did right, and coming up with a good domain name. In The Offline Ignition Minute I'll discuss the "S" in my PEERS for... Interview with David Darmanin, founder and CEO of Hotjar where we discuss possible mistakes they made during their launch, things they did right, and coming up with a good domain name. In The Offline Ignition Minute I'll discuss the "S" in my PEERS formula. Nicolas Fradet clean 32:52 Interview with David Darmanin, founder and CEO of Hotjar where we discuss possible mistakes they made during their launch, things they did right, and coming up with a good domain name. In The Offline Ignition Minute I'll discuss the "S" in my PEERS formula.
How Hotjar Grew 60,000 Users In Just 7 Months – Part 1 [OMP 006] https://nicolasfradet.com/how-hotjar-grew-60000-users-1/ Wed, 31 Jul 2019 11:37:26 +0000 http://www.onlinemarketingforprofits.com/?p=10979 https://nicolasfradet.com/how-hotjar-grew-60000-users-1/#respond https://nicolasfradet.com/how-hotjar-grew-60000-users-1/feed/ 0 <p>Interview with David Darmanin, founder and CEO of Hotjar where we discuss launching a SAAS, scaling, creating a buzz and the power of word of mouth advertising. In The Offline Ignition Minute I'll discuss the "R" in my PEERS formula.</p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/how-hotjar-grew-60000-users-1/">How Hotjar Grew 60,000 Users In Just 7 Months – Part 1 [OMP 006]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Interview with David Darmanin, founder and CEO of Hotjar where we discuss launching a SAAS, scaling, creating a buzz and the power of word of mouth advertising. In The Offline Ignition Minute I'll discuss the “R” in my PEERS formula.

Show Notes

[TRANSCRIPT]

Hey this is Nicolas and welcome to Online Marketing for Profits. This is episode 6. Wow. I can't believe I'm starting to get into a groove now of recording these episodes. I would really appreciated it, if you do like what you hear so far, please subscribe to the show in iTunes, on Stitcher, on SoundCloud. I'd really appreciate it. That way you won't miss a thing and you'll get to get access and get notifications on when I publish a new episode. Basically every week.

Today's episode is going to be quite different than what I've been doing so far because I have a guest on the show. My guest today is David Darmanin. He's the founder and CEO of Hotjar, Hotjar dot com. If you've never heard of Hotjar, they kind of took the internet by storm about a year and a half ago.

They're basically a feedback and analytics tool that creates heat maps and video recordings and forms and analyzes your forms and can survey your visitors live on your website. You really gather some tremendously important and crucial information about your users, your visitors, so you know what they like about your website and perhaps what they don't like, what's not working, so you can optimize it. Make it better and sell more.

Hotjar is a terrific tool. I use it every day. It's super-easy to install. It's super easy to use. It gives you valuable insight. To be honest, when I'm working with a new client, the first I have them do is install Hotjar. We get some data that way. We get to learn a bit more about the behavior of the visitors on their websites and what is making them convert and what's preventing them from converting. That way, I can do my magic a bit better and optimize their website to make it sell more and get them more customers.

One of the most impressive things that they managed to do when they launched is … They were in beta for about seven months and they managed to acquire 60,000 users during that time that were using their products obviously. The big factor was word of mouth.

That's really what I wanted to discuss with David in the interview so we're not going to talk about how Hotjar can grow your business using heatmaps and video recordings and funnel analytics. I'll be doing that in future episodes.

I wanted to pick David's brain on how they managed the launch of their service and how they managed to scale in a very efficient way with a ver small team. How they managed to create a very good product from the start and shape it by listening to their user base.

THIS IS A RAW TRANSCRIPT OF THE PODCAST WITHOUT ANY ALTERATIONS FOR READERSHIP. FOR THE BEST LEARNING EXPERIENCE, PLEASE LISTEN TO THE PODCAST VIA ITUNES, SOUNDCLOUD, STITCHER OR ON DIRECTLY THIS PAGE.

The interview was filled with so much good stuff that I slip it into two parts. Today is going to be part 1, and on our next episode of Online Marketing for Profits episode 7, I'll present to you part 2.

Without further adieu, I guess, here's the interview. I'll talk to you after the first part of the interview for the “Offline Ignition Minute” and also I'll share with you my biggest takeaway from that part 1. Here it is.

Interview with David Darmanin of Hotjar

I want to welcome to the show David Darmanin the CEO and founder of Hotjar. David thank you so much for coming on the show today.

David Darmanin:
Thanks for having me Nicolas. It's a pleasure to be here.

Nicolas Fradet:
Good. I met David about three or four years ago when we were both conversion optimization consultants for CRE which is Conversion Rate Experts. I have to say David really stood out for me because you were a terrific consultant, a well-rounded consultant.

It seemed so easy for you to get wins for your clients. Design winning pages that were out-converting the controls. Most importantly I think you were a great speaker and a great coach. You kind of blew your clients away when they met you for the first time. Taking control of the project and asserting yourself as leading the project. I remember telling myself, “If I can be half as good as David someday, I'll be all set.” Hopefully I'm there now. Why don't you kind of introduce yourself and tell us a bit about your journey and how you became the marketer you are today.

David Darmanin:
You're being too kind with your words Nicolas. I'd say it was a pleasure to work with you actually. I think we were an all-star team. All of us awesome consultants. We've all learnt from each other. I think I was impressed with some of the wins you had, if anything. It's a pity we can't mention the specifics but you blew us away quite a few times I remember.

Nicolas Fradet:
Thank you.

David Darmanin:
I think our backgrounds are quite similar and it's great that we had the opportunity to cross roads. I'd say my background is rooted a lot in design and UX. Early on, I always had an obsession to understand how I can measure if what I was creating was good or not. That obsession led me down the road to conversion rate optimization. CRO was, for me, the ruler by which I could measure my work. That ended up bringing me to Hotjar because we're trying to, again, build another kind of ruler. Another tool that allows you to understand how good what you're creating really is.

The idea and need behind Hotjar

Nicolas Fradet:
Yeah. Exactly. As you're working with clients and doing conversion rate optimization, when did you get that “ah ha” moment where you thought, “There's got to be a better way,” that led to Hotjar and thought, “I think I have something here.”

David Darmanin:
Looking back at my background … It's funny how you kind of realize these things afterwards. When I was really … I was going to say young but that's not a good way of putting it. Early on in my career there were loads of tools I wanted to use but they were beyond my reach. They were too expensive or you had to be a big enterprise company to be able to use them. Later on, when I was lucky enough … when we worked at Conversion Rate Experts, to actually use these tools I was a little bit underwhelmed by the experience of the tool. The fact that we had to use so many at one go and connect all the pieces together. Being my background is in design, actually building software and quite some time ago, that kind of automatically put me in a position to realize the opportunity.

I'd say the “ah ha” moment was when I realized that clients I was working with who are very sophisticated clients had the same view I had when I was early on in the careers. I started to realize more and more that this was actually a big itch that everyone wanted to scratch. Get rid of.

Nicolas Fradet:
Right.

David Darmanin:
That was kind of the “ah ha” moment for me.

On creating a minimum viable product (MVP)

Nicolas Fradet:
It's funny you say that. I think when I first heard about you setting up Hotjar I thought, “You know it makes so much sense.” There's a lot of fluff out there and a lot of bloated software. You're all-in-one really just did everything you wanted to do as an optimization consultant.

I guess that leads me to my next question which is … Being an all-in-one tool, Hotjar has a lot of tools within the tool. You have the heatmaps, the surveys, conversion funnels and all that.

We know that a lot of the big struggle that people have, when they're starting a service or an e product. is to come up with a minimum viable product or an MVP. The smallest product you can possible that has most of the bells and whistles that you want it to have so that people are attracted to it and start to share and use it. Since Hotjar has several tools within the tool, how did did you come up with the MVP, for the heatmap for the surveys, that would eventually lead to the Hotjar MVP for your first launch?

David Darmanin:
That's a good question because it was quite a frustrating and interesting exercise. The first step was to find really awesome developers that I had worked with in the past. I'm lucky to have really kick-ass co-founders. Mark, Johnathan and Eric, they're like really good technical people to work with.

The first thing we did is we sat down and we said, “Can this be done? Can this achieved?” We spent a few weeks building the base technology because we wanted to do it in a completely different way. We wanted to use cloud hosting. We wanted it to scale horizontally and we wanted to sample it so that we could make it affordable and accessible to everyone.

As soon as we realized that was possible, we started defining the minimum viable product, the MVP. What we did was we basically created a document. This is where my experience was valuable to the founding team in the terms of I could identify what was that twenty percent. The eighty/twenty Pareto principal. Identifying the core twenty percent of every feature that we wanted. What was the core of each feature that was the bare, bare minimum.

At the outset we said, “We have to build something that we are literally ashamed of.” That's what an MVP is. If we're happy with it then we should make it worse kind of. No. We should do less.


David Darmanin, founder of Hotjar on creating a Minimum Viable Product: We have to build something that we are literally ashamed of.
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We created this document and we trimmed it and we trimmed it again. We trimmed it multiple times to bring it down to the bare minimum. When we did that then we said, “Okay. Of all these features which two should we knock out and do later? Do them coming soon.” It was just really trimming down to the minimum. The reason was I had worked on a couple of projects, other products, before which had failed because we built way too much. I wanted to go really the complete opposite.

Having done that exercise then we started to iteratively build each one one layer up. We do surveys, the core, really basic and then switch to another feature. Do the basic and then re-iterate on each one. We constantly do that.

Nicolas Fradet:
Yeah. I remember … It's certainly one of the biggest struggle I think people have out there when they're thinking about launching. Coming up with way too many features before they find out whether it's going to be successful or not. I'm sure in your case it was, I think you put it well, a frustrating moment.

You launched without some of the features that you have now obviously. How are you managing to … You've launched with your MVP. How did you manage your roadmap after initial launch to come up with additional features. Is that based on all your internal discussions or was there some input from your actually users that you used to map out where you wanted to go next?

David Darmanin:
Absolutely it's both. As group of people we all have a history of either growing or building successful businesses so we were constantly thinking, “What really will generate value to our clients?” Right? That's our vision and we have much more to go. Our roadmap is just kicking off. Then we factor in a lot the input we get from our users.

In fact we don't even make a distinction because Hotjar is a free tool. We use a freemium model. You can start on a free limited account but then you can scale up depending on how big your needs are. We don't make a distinction between whether you pay or not. We collect feedback from everyone.

The reason we do this is because we believe that all our users are incredibly engaged. We've learned that some of our small free users were actually employees at big enterprise like IBM or PhotoBox and they were then selling it internally.

Nicolas Fradet:
Okay. Right. Cool.

Listening to the users

David Darmanin:
We really believe in listening to everyone. What we do is every conversation we have, we process it manually. We use Trello which is an awesome tool. We process all these ideas and they get counted. Then we notice trends. If we see that a particular theme is being requested a lot, we'll jump in there. We'll slice and dice it. We'll speak to the users. Try and understand why they need it. Then that will factor into our roadmap together with our vision. It's like gelling the two things together. What we want to achieve and what our users are telling us.

Nicolas Fradet:
That's terrific because, obviously, you want to listen to what people are saying and you want to keep on course of what you have planned. The two in one, I think, makes perfect sense.

One of the things that I noticed when you guys launched was you were in Beta for close to a year. If I'm correct.

David Darmanin:
Seven months actually.

Nicolas Fradet:
Seven months. How did you plan this out? Was that the plan all along to be seven months in Beta before launching a paid version? How did that go in your process?

David Darmanin:
The original plan was always six months. This was based on an estimate we had. We weren't communicating this from the very beginning because we weren't sure if we could actually manage on time. We then extended it by another month because the last feature, which is form analytics, was shipped a little bit late. Although we had tested it enough, we wanted to make sure we had enough time.

Funnily enough I had always been obsessed about running a really nice successful beta program which was really involved the community. In my early years in my career, I worked in a software company and I had read and researched a lot about Beta programs. We had done them but we had never done them really well. It was a personal obsession of mine to actually do a Beta program. I'm really happy we did because, not only did we really vigorously test and collect feedback, we ended up creating an awesome community. I've made a lot of new friends from the Beta. Everywhere around the world. It's quite an amazing achievement from that point of view.

Beta launch vs paid version

Nicolas Fradet:
Maybe a question I have now is, was moving away from the paid version and staying with Beta for six or seven months, was it because you just didn't want to have to deal with everything that's involved with collecting paid monthly recurring payments? Was it more like, we need to fine tune this product first and make sure it works and get rid of the bugs first. Then perhaps move to a paid account? What was that based on?

David Darmanin:
Definitely the second, fine tuning. The technology we have is actually quite complex especially if you look at recordings and heatmaps. We were quite obsessed to make sure. Obviously data accuracy is really important but too the complexity of all the different browsers and platforms. There's a lot to consider. We're very happy that we took this road.

On word of mouth

Nicolas Fradet:
Good. That makes sense. One of the things that really struck me when I heard that you were building Hotjar … I found out about you because we knew each other and word of mouth. It really seemed like everywhere I turned there was a blog mentioning your tool and your new tool on twitter and all that. How did you manage some of that growth especially in Beta where … Did you have any paid advertisement? Word of mouth … You mentioned a community. How did you grow it so quickly?

David Darmanin:
I guess the my CRO background helped a lot. It was funny. When we looked at the challenge we had, which is, it's going to be very difficult to onboard a lot of sites very quickly. We said, “Let's create some kind of queue program for the Beta.” Ironically what we were creating to limit people on the platform actually, the fact that there was scarcity of it, actually created more interest in it. We jumped onto that and made the most out of it by giving prizes, creating a referral program. Word of mouth was definitely a huge factor.

There was also a paid element to it. When we realized it was so interesting, we obviously wanted to fuel the fire. We ran a few campaigns that basically allowed us to spread the word even faster.

I'd say the referral of side of things, that had a huge impact. I'd say roughly we collected around 60 thousand emails during those seven months. I'd say easily half of them came from referrals.

Nicolas Fradet:
Wow. That's a great number. It speaks to how much people like the tool. I remember, now that you mention it. The new homepage you can sign up today. If you got to the homepage right now you can sign up instantly. I remember now that you mention it, a few months back, you needed to get on the list basically to get access. That created scarcity and people wanted it more. Did you also manage … Did you also do that as both a persuasion scarcity tactic but also to manage the growth and make sure that the tool wasn't crashing on the background because you were growing too fast.

David Darmanin:
It was definitely more that case. It was more the technical limitations. As I said, the more … It was painful for us. We had 30,000 people waiting to use the tool and we were onboarding them one thousand per week. We were like, “We'll never manage.”

Nicolas Fradet:
Right.

David Darmanin:
At the end we ended up … It was more of a technical challenge. Which is great because I actually remember seeing an interesting presentation by Guy Kawasaki. It's interesting because it stayed with me. He said, “When you're a start up, you should never be concerned about scale. You should never be putting too much energy up front to build systems and architecture that sustain thousands of users. Your concern should be getting the thousands of users. A startup that has an awesome technology and scales with no users is useless but a startup that has loads of users and huge scalability problems is incredibly valuable.

Nicolas Fradet:
Right.

David Darmanin:
I was kind of happy that we had managed to achieve the second one.

Nicolas Fradet:
For sure. It seemed, from the outside at least, that you were going quite fast. How did you manage all of this? You mentioned the four founding members. I'm sure, pretty quickly, you needed to scale that up a bit and hire new people or get new people on your team. How did you … Is everyone based where you're based out of or are you working with virtual employees spread out around the globe? How did you manage to grow your team in that Beta as the site was growing?

On building a remote team

David Darmanin:
Hotjar is a remote business so everyone can work from wherever they want. The four … Myself and the other three technical co-founders were all based out of Malta. Funny enough we don't meet that much because we all have embraced remote. There is another co-founder. Johan was based out of Stockholm. We managed to do the whole Beta program just us five.

Nicolas Fradet:
Oh really? Okay. Wow.

David Darmanin:
We were just being extremely lean and contracting externally where needed [crosstalk 00:22:56]

Nicolas Fradet:
Without any sleep I'm sure.

David Darmanin:

Exactly. That was part of the fun I guess. My wife will not confirm that. Since then we've actually brought on now another five people.

Nicolas Fradet:
Okay.

David Darmanin:
Now the plan is to … Our next round will be bringing in another 10 people. Even though we're growing fast, the plan is not … We're more the type of organization that's proud of how small we are rather than show off by how many employees we have.

Nicolas Fradet:
That's great. I love that.

That brings me to the million dollar question which is if I'm going to go through all the hoops and I'm going to set up a service like Hotjar or maybe do an info-product or if I'm thinking about leaving my job and eventually starting a business online, how am I going to survive financially until I've achieved success? How did you go at that? Did you manage to get funding? Did you just say, “I'm just going all in and this is how it's going to be for the next year or so?” How did that process work?

On funding and financial planning

David Darmanin:
I did a couple of other projects where there wasn't particular funding. It was just me personally funding them. I look back now and I realize that's a mistake. It's good to build a plan and see how much money you need and plan accordingly. That's a really important exercise.

With Hotjar I wanted to do it different. What I did was I personally kept on consulting and for a few months in the beginning of Hotjar I was billing my hours to Hotjar instead. I also invested myself personally a small amount. One of the other co-founders also matched what I was investing. We put in a nice pool of funds. It wasn't anything substantial just enough to pay out salaries and promote Hotjar.

When we saw it was doing well we kept it so it's still private equity. We personally funded the project more. Now we're at a stage where, given the growth we've seen, we're actually covering already our operational costs. We're still talking to investors to accelerate growth. That's hopefully something we'll come to.

Nicolas Fradet:
What's great about that is that I think it's accessible to a lot of people. You didn't stumble upon an uncle that passed away that gave you a million dollar to play with. I think it's something that a lot of people can relate with and can actually do themselves. I think that's terrific.

That was part one of my interview with David Darmanin from Hotjar. I don't know if you're like me. I really enjoyed this interview and I'm taking away a few hidden gems here and there that David spoke of.

In the next episode we'll be able to listen to the rest of the interview where he speaks about things he thinks they did right in their launch and perhaps a thing or two they'd do over or a bit differently. We'll talk about domain names. Getting a good domain name and how to go at it. Designing a good and engaging website. Specifically the dashboard where users are discovering your product and playing around with it so that they keep coming back and using it so the word of mouth is very positive. We'll be discussing all these in the next episode.

For now, let's break for the Offline Ignition Minute where we talk about your body language as an entrepreneur. When we come back, I'll share with you my biggest takeaway from this first part of the interview.

My biggest takeaway

Okay so my biggest takeaway from that first part of the interview with David Darmanin … Here it is. I love how he was able to summarize creating a minimum viable product, an MVP, in such a great way when he said, “Create something that you are literally ashamed of.” I love that because, I think as entrepreneurs, one of the biggest challenges that we have is that we want to give out value. We want to create something that people like. It's very easy to drift into a sliding slope of always adding more stuff to our offer before actually launching it.

It's easy to think, “Oh I need to have that. I can't launch without this. I need to add that too.” I think in my experience, and what David was relating to, that's really not the case. I think most people could really cut down in half, perhaps even more, the things that they do before launching and they'd do just as well.

The way that David did it also gave him a way to shape his roadmap according to what the community was telling him. He had a plan beforehand of course but then, as the community feedback came in, they course-corrected and added things that the community wanted more than what they thought. I think that's terrific. I think that's the biggest takeaway for me.

Even if it's not service that you're doing. Even if it's launching an infoproduct. Even if it's just launching your own blog and you're trying to work on it and want it to be perfect before you launch. I think there's a big lesson there to just create something that you're ashamed of.

It reminds me of a quote I saw some while ago plastered on the walls at Facebook. It said something like, “Done is better than perfect.” I try to really adhere to that mentality when I'm creating content and I'm working on projects because perfect can really be time-consuming.

This podcast is certainly a good example of this. Sometimes I listen to a few of the episodes I've recorded so far and I'd certainly want to go back and re-edit some of these. They're not perfect. You could spend hours and hours editing a podcast so it's perfect and re-recording some of the parts so I don't stumble around the words. Maybe I could say things a bit clearer and all that. At the end of the day done is better than perfect. I've got so many of these podcasts that are already recorded. That checkbox in my to do list of things to do to launch a podcast is checked. I'm done with it. That's it. I'm moving on. Instead of working on perfecting something that's already done, I'm working on creating some new content and the next episode.

That's really something that I'm going to take away from this first part of the interview.

I want to thank David again for joining me on the show today. You can follow up what David is working on at Hotjar dot com. That's H-O-T-J-A-R dot com or you can maybe go through my affiliate link if you want to give me back without anything costing you at Online Marketing for Profits dot com slash hotjar. I really had a blast today. I hope you enjoyed it as much as I did. I'll see you next time for part 2 of the interview.

If you want to have the show notes, some links to some tools that we talked about, the slides, transcripts and all that, go to Online Marketing for Profits dot com slash 6 and leave me comment. Tell me what you think about the show. If you have any questions.

You can also give me a rating or comment on iTunes. I would really appreciate it. I'll read every single one of those comments and I'll respond to them personally. I'm looking forward to hearing what you have to say about the episode and the show so far.

I'll see you next time on our next episode of Online Marketing for Profits.

In this Offline Ignition Minute we're going to talk about PEERS formula again and today's going to be episode 4 of the PEERS formula so we're going to talk about the R in the PEERS. That's P-E-E-R-S. If you've missed the pass few episodes, I strongly urge you to back and listen to them. It really is a terrific way, I mean a really, really, terrific way, of creating good first impressions so that people trust you. You show confident and that they feel like they can hire you. They can do business with you. No matter the social situation it's really, really a good formula.

Today we're talking about the R in PEERS. The R is for real smile. That's probably not a surprise to you that smiling is part of this because we know smiling is a very positive cue that we can give out. Typically we smile when we feel happy which is certainly good. It's really important when you're meeting someone for the first time, no matter what the circumstance, that you smile.

It shows that you have interest. That you're happy about the moment and that you're genuinely want to know a bit more about the other person. Smiling is certainly a key component to create a very good first impression.

3 Easy Ways To Spot Genuine & Fake Smiles
Genuine smile from George Clooney

“R” is not for smile it's for Real Smile. The emphasis has to be on the degree of genuineness, I don't know if that's a word let's say it is, of the smile. There's a big difference between a fake smile, what we often call a social smile, and a real smile. Sometimes we smile because we kind of have to. Someone says a joke and everybody laughs. We don't get it. We don't find it funny perhaps but we feel obliged to laugh. That's a social smile.

You can certainly fake it. We fake it all the time. Maybe sometimes you're not really in the mood to meeting someone else but you feel like you have to fake it. You still smile. Perhaps it's picture day at the office or somewhere and you're not really in the mood to taking a picture. When the photographer says, “Cheese,” you kind of smile. You're not really smiling because you're happy. You're just smiling because it's time to take the picture. Those are non-genuine smiles.

Non-genuine smiles were first recognized by a French physician called Guillaume Duchenne. We often call the real smile the Duchenne smile. When you're smiling in front of a camera. When you don't really feel like it. When it's a social smile, there's really one muscle involved in the face. It's called the zygomatic major muscle which is basically around the mouth. If I ask you to smile right now, and you do it, that's probably the only muscle that's going to contract. It expands we create that smiling bottom of the face and that's how we social smile. We fake it.

When we're actually smiling for real, when we find something funny or we're having a good time, there's actually a second muscle that kicks in. It's called the orbicularis oculi muscle which is the muscle around the eyes. The best way I can give you an example of this, imagine you are squinting and you're trying to see someone or something in the distance. Perhaps the sun is getting in your eyes and you're trying to squint. You're kind of closing down your eyes and you'll notice that your cheekbones and all the muscles above the eyes are contracting and making your eyes smaller.

That's what's going on when you're actually smiling for real.

The two muscles will kick in, the major muscle near the mouth and second the the muscle near the eye. For some people, they'll start to notice what we call “crows feet.” Which is kind of wrinkles around the exterior of the eyes that kind of have the same pattern as crows feet. That's the sign of a genuine smile.

How can you make your smile better when you're meeting someone for the first time? Try to fake it. Honestly. I've become very good at this because I've been practicing a lot in front of a mirror. It seems weird. It feels weird at first but try to actually fake it. Make yourself smile. Think about something funny and make yourself smile at that moment. You'll notice that your eye muscles, as we talked about, start to contract. This is something you can practice and be good at it. Hollywood actors and actresses are really good at this stuff.

What you're really trying to do is … When we say “Cheese,” cheese is really not a good word to take a picture. It makes us quote-unquote smile. It makes us social smile. It contracts the muscles around the mouth to the exterior. It pulls them out. That's not what a real smile is. In a real smile the cheekbones in that area would actually go up. This is what you want to be working on. Don't say cheese. Cheese is not a real smile.

One big giveaway about a fake smile is if you see the bottom teeth. If you see the bottom teeth, you're seeing a fake smile. If you see it in someone else. If you see yourself in front of the mirror or in a picture, you're probably fake smiling. For some people, because of the way that they're built and all that, they might be genuinely smiling and you can see the bottom teeth. As a general rule you won't see the bottom teeth for a genuine smile.

Try to move that muscle around the mouth upwards. Try to squint so that your orbicularis oculi muscle is contracted and you'll be well on your way to having a really, really good fake smile. When you meet people for the first time … It could be a positive situation where you actually smile for real but sometimes you need to fake it. You might as well fake it good. Work on those. Practice in front of a mirror and I'm sure your smile will become much better when you meet someone.

Plus, as a hidden bonus, it will become much better for your pictures when you're on a vacation. Your family pictures and you'll start to notice you're starting to look pretty good in those pictures and that's certainly a good thing.

Keep practicing and let me know how it goes.

[/TRANSCRIPT]

Show Links

http://www.hotjar.com

The post How Hotjar Grew 60,000 Users In Just 7 Months – Part 1 [OMP 006] appeared first on Nicolas Fradet.

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Interview with David Darmanin, founder and CEO of Hotjar where we discuss launching a SAAS, scaling, creating a buzz and the power of word of mouth advertising. In The Offline Ignition Minute I'll discuss the "R" in my PEERS formula. Interview with David Darmanin, founder and CEO of Hotjar where we discuss launching a SAAS, scaling, creating a buzz and the power of word of mouth advertising. In The Offline Ignition Minute I'll discuss the "R" in my PEERS formula. Nicolas Fradet clean 39:37 Interview with David Darmanin, founder and CEO of Hotjar where we discuss launching a SAAS, scaling, creating a buzz and the power of word of mouth advertising. In The Offline Ignition Minute I'll discuss the "R" in my PEERS formula.
Here’s How To Do Testimonials Right – Even if You Don’t Have Any [OMP 005] https://nicolasfradet.com/how-to-do-testimonials-right/ Thu, 04 Jul 2019 13:40:03 +0000 http://www.onlinemarketingforprofits.com/?p=10816 https://nicolasfradet.com/how-to-do-testimonials-right/#respond https://nicolasfradet.com/how-to-do-testimonials-right/feed/ 0 <p>How to use the power of social proof and testimonials to convert visitors into customers the right way. Most marketers do testimonials wrong, here's how to acquire, select and display the best testimonials that sell.</p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/how-to-do-testimonials-right/">Here’s How To Do Testimonials Right – Even if You Don’t Have Any [OMP 005]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Show Notes [TRANSCRIPT]

Hey, it's Nicolas and welcome to Online Marketing for Profits.

Today, we're going to talk about testimonials and I've been wanting to share these thoughts with you about testimonials since I kind of planned it out in this all podcast because I strongly feel that there's a right way to do them and a very wrong way to do them and unfortunately, most of the time when I stumble upon a website, they do it wrong.

I'm looking forward to sharing that with you and perhaps you know this already but I'm based in Montreal in Canada. Of course, Canada is a huge hockey crowd and these days as I am recording this is the kick-off of the new NHL season, all the training camps are going on and it's really fun to see all the enthusiasm and the reason I'm bringing this up is that Montreal Canadiens which is the hockey team I support from Montreal.

One of the original six teams have just named a new captain and as they named a new captain, you can see the outpouring of support from his teammates, from management, from other people, past captains, past players and it really helps to sell the nomination.

I mean the new captain was voted by his peers in the locker room so obviously, there's full support of his teammates but to hear them publicly, they're kind of basically giving out testimonials on his behalf to support him and that is pretty much what people do, right?

When they do that on our website, they're giving out the impressions of course, hopefully positively about your product, your service and we can… we, as shoppers, we learn a lot from those, we take a lot from those.

Social proof as we like to call it is very, very important in our purchase decision.

The Importance of Social Proof

I'm sure you've heard the story before where if you stand at a corner on a street and you look up to the sky or at the top of the building, there's a lot of people that will start doing that.

Studies have shown that 40 percent of people will actually start staring at the same spot as you are at least, I think it was something like 80 something percent of people that will just at least look up to see what it's all about. That's kind of a social proof also.

If you've read Robert Cialdini's excellent book which I strongly suggest you read, influence.

Some researchers found that in those comedy shows and sitcoms where they use canned laughter, automatic laughter at every jokes and all of that, they found that most of us really don't like canned laughter, but the use of canned laughter in the sitcoms and comedy shows actually increases the laughter of the audience. So even though if you're to survey each individual, they'll probably say, “I hate it”.

As a whole, it makes us laugh more, makes us laugh longer and obviously leads to a funnier more enjoyable experience.

That's the power of social proof.

In the same way, you should be trying your very best to include social proof on your website at pretty much every corner.

It's one thing to say that you have a terrific product and that it's the best that ever was and it's good because this and that, and this, it will do that or this to your audience, it will solve their problems and all that but it's really something else when someone else does it for you.

It has a much deeper impact.

THIS IS A RAW TRANSCRIPT OF THE PODCAST WITHOUT ANY ALTERATIONS FOR READERSHIP. FOR THE BEST LEARNING EXPERIENCE, PLEASE LISTEN TO THE PODCAST VIA ITUNES, SOUNDCLOUD, STITCHER OR ON DIRECTLY THIS PAGE.

How To Gather Good Testimonials

So, how do you go on and gather good testimonials?

Now, if you're just starting out, at the end of this show, I'm going to tell you a little trick you can use to kind of swipe and legally leverage huge brands to showcase some testimonials on their website.

Perhaps you already have some or maybe you're looking to gather some because you're just starting out. In the meantime, I’m going to show you a great trick to publish them on your website right away but let's say now that you want to gather good testimonials, well how do you go at it?

Well, there's some easy ways, you can use Google reviews, websites like Trustpilot that have some kind of a reputation so you can go that way. Some of these tools are paid and some of them are free.

I've really found that the best way to find testimonials is to use surveys, in-house surveys.

So, how does that happen is that you'll send your customers a survey after they've made a purchase and you gave them enough time to actually go through your product or service and have an opinion on it and ask them questions.

That's something you want to do anyway even though, even if you're not looking to gather good testimonials.

You should be surveying your customer base to find out what made them purchase, what do they like about the product, what's maybe missing so that you can improve that and all that but for the sole reason of gathering good testimonials, there's some pretty basic questions you can ask.

Most of the time, you want to ask open-ended questions.

Meaning, don't ask a yes or no questions.

Don't ask a question that has three or four options.

You want to ask a question and then have basically a blank field where people can enter whatever they want.

So, you can use tools like Survey Monkey, Hotjar has a survey tool, tools like that that will allow you to send the survey to your customers and ask them questions.

So, some of the questions you can ask to gather good testimonials that I've found are things like, if you were to describe us to a friend, what would you say?

So that basically will help the person think about how the product has helped you and they're probably say it in a way that's very friendly and when you're talking to your friend, you're going to use probably some very typical words that you use them on your everyday life and this is what you're looking for. You don't want to have a testimonial that has corporate mumbo jumbo. You want just someone to describe in a friendly way what they think about your product.

And other question you can ask is describe the entire process of finding a solution to whatever problem you're trying to solve and how that lead you to use us.

So, they'll probably say, “I had back pain, I've been having back pain for the past 15 years, I tried everything on the market, tried this and that and tried this, nothing worked and then I found you guys and this is what happened.

Now I can play golf with my buddies and whatever, right?

So that kind of helps them sum up what was the entire process from their pain point before they found you to kind of the end result, the solution that you solve, the problem that you solved with your solution.

Another question you can ask is what concerns did you have prior to purchase that you don't have anymore and why. Again, this goes to thinking about what was their, what where they concerned about, what was maybe their anxiety level, what problem are they trying to solve and that you've solved that they don't have anymore and why.

So those are the kinds of questions that you can ask and then you want to go through the entire responses and pick the ones that are the best.

Now, how do you do that?

And this is where most people fail.

By the way, if you're using Trustpilot, Google reviews, things like that, you'll get some pretty good responses in there too.

The advantage of using those tools is that you can leverage those brands to add a little bit of trust to the whole process meaning that if people know that review comes from Trustpilot or Google or whatever.

Amazon, for example, is a good example if you're selling your services or products on Amazon and you have Amazon reviews in there and you leverage the Amazon brand can go very far as far as adding a lot of trust and credibility to your testimonials.

People know now that you're probably not making this up, right?

Some actual person has actually posted this on Amazon.

You might be re-purposing it on your website but it's more likely to be legit.

So, that's kind of the two ways to do it.

But you have to make sure that the testimonial is good and will accomplish what you needed to accomplish is get you more sales.

So how do you do that?

Avoid Generic “Boring” Claims

Well, the first thing is you really want to avoid generic testimonials that say, great site, great service, good product, love it, and things like that.

At the end of the day, we can all claim we have a great site, we have a great service, a good product, and someone's going to love it.

Everybody says that.

Who cares?


On testimonials: At the end of the day, we can all claim we have a great site, great customer service, a good product, and someone's going to love it. Who cares?
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You can define service a million ways by different statistics, response rate, total likability, whatever it is and I'm sure every company out there can find a way to say that their service is great and that their product is good.

So, really avoid those generic, bland, boring and overused testimonials.

The Secret Sauce…

What you really want to do, that's where the secret is, is to match your testimonials to objections and top customer likes that maybe you have uncovered in your surveys.

So remember when I said, yes you can send surveys to gather good testimonials to your customers but you should probably also ask them other questions like, what made you hesitate before buying from us, what are the top three things you like about our service, how has this changed your life, and things like that.

Then what you do is you rank all of this up and you try to find testimonials that are linked to this. So, if one of the top objection is will this work, I wasn’t sure if this is going to work and you'll find this is a known common objection that people have often times with products.

They’re not sure if it’s going to work or not or will they work for them.

Find testimonials that show it works.

The testimonials said, I wasn't sure when I bought the product, I was unconvinced it was really going to do the job but after using it for six months, it has totally changed my life, it really works even better than what I have thought of and blah, blah, blah.

That's the kind of testimonials that increases conversions.

Now, you're using this specific testimonial because you've uncovered in your research that will it work is one of the top concerns of your visitor base before they purchase.

Perhaps, they'll say that the thing that they liked the most is this feature that the fact that it's very easy to use or whatever it is. It saves me time for example.

It saves me a lot of time.

That's one of the things that people like the most about your product or service.

It saves me a lot time.

So, you've ranked all of these and you find out that this one is the biggest benefit of your product or service.

Okay, that's fine.

So, let's find a testimonial that matches that.

And then you find one from Bob in Kentucky and he's saying, “It saves me 16 hours work per month,” terrific, that's the testimonial that you want.

You're not picking it out of a hat, it's not random, it's certainly not boring like great site, great service, good product, love it, it totally is in line with your product, and it matches one of the top likes of your customers meaning that it saves them time.

That's the secret sauce.

It has to match your visitor likes or concerns or customer likes after they made the purchase.

So many people don't do that and when I've had wins in the past, testing only testimonials, it has been two ingredients.

The first one is matching those objections or customer likes.

The second is kind of the template I like to use for testimonials.

So, I’ll show you exactly how to structure your testimonials so they have maximum impact which means growing your conversions, growing your business.

After we take a break for the offline ignition minute, we will talk about your body languages and entrepreneur so I will talk to you then.

My 4-Point Testimonial Template

All right, I’m back and now, we’re going to talk about my four-point testimonial template.

A template I’ve used with a lot of clients getting a lot of wins with because it really summarizes.

In one fell swoop, it really does the trick of highlighting what you want to highlight in a good testimonial.

So what’s this template all about?

Well, first if you go to Online Marketing for Profits, you’ll see I’m using that same template.

If you look at the testimonials I have in there, you’ll see that they’re using the same template.

The first thing you want to do when you…

Strong Headline

Doing a testimonial the right way is add a short headline to the testimonial.

Don't just throw a big wall of text that everybody, you know will feel you know that they just don't want to read it.

Right?

No one's going to read a big wall of text.

No. Make it easier for them.

Add a testimonial just as you would in any kind of paragraph or anything on your blog or any bit of copy you would be writing and that headline needs to have, you know that countering the objection and highlighting the customer likes that we've talked about before.

That's where the money is.

It needs to nail those objections or highlight a huge customer like.

You want to put that short headline in quotes so that people understand what it is, right from the start and the main reason you're having this headline is mostly that a lot of people are scanners.

They don't read everything.

They'll just go through your page zigzagging and having that testimonial at least make sure that it, you know it's more likely they'll actually see it and if it's your best part, the best part of the testimonial is highlighted in a headline, they're much more likely to see it.

Again if it's tied to a customer objection or a customer like, has much more impact on your conversions.

Short Text

Then you want to display the second part of the template as you want to display the actual testimonial.

Now again, you don't want to display a huge wall of text. Four or five lines max.

That's it. Pick the best part and cut out the rest.

Right?

You can, you know you can join some parts so that it makes even better impact but you don't want to have a 10, 15 line testimonial.

No one likes to read that.

Most people won't and try to again match the customer likes and objections and try to give again, not some generic things like, I, you know I really like this, or best service ever and things like that.

Try to think about those lines too.

You know, it's much better to say, Martin from customer service was awesome with me.

I reached out to him late at night, you know on a Friday night and within 34 minutes he has responded to me and that solved my problem.

I will be highly grateful to…you know something like that.

That's much more specific.

It tells a story, tells a believable story, much much better than, customer service is great.

But basically tells the same thing but in a much more meaningful manner.

Next, what you want to have as the third part of a template, so first part is the headline, second part is then your copy, oh by the way, and their copy.

You want, after you've selected your four or five lines you want to bold the best parts.

Bold some keywords in there, that have the highest impact or maybe you know some three or four words put together that has you know, that have the biggest impact.

So bold the best parts.

Again for scanners, people will see the headline, they might see what's bold in the text and much likely they make a bigger impact.

Picture or Alternatives

The third part of the template is to add a picture. Pretty obvious right?

But pictures, people were drawn to pictures. We look at pictures a lot more than text and it makes the whole thing a lot more trustworthy. It adds empathy, personality to the testimonial.

You know, much more likely than it's actually someone else, I mean a real person and that you're not just making this up and if you know if you can, the best way really is use a real person but use their real picture. Even if the quality is you know atrocious.

You don't want to start using like stock images and things like that. Even if the quality of the picture is average, it makes it more real.

Your design team, your designer maybe you aesthetically won't maybe like it as much, I get that, but it makes the testimonial more real and that's really what you're trying to do here.

If you don't have a picture, what can you do?

Well I found that it's better to have a generic blank avatar than nothing. So when you don't have a picture, at least put something there, like an avatar of a man or woman.

That's much better than just to have, it feels like, at that point it feels like maybe you just didn't upload the picture. Right?

Or you had one but there's none now and it makes it more real again. A good way to also help with that is if you don't have the picture and you're using the blank avatar, add the country, a country flag of where that person is from. You know next to the avatar.

So you have like a shadow of a woman for because the testimonial is from a woman and then you'll have in the, when the corners maybe you'll have the you know the US flag, UK flag, Canadian flag there. Whatever country that person is from. Again, it makes it more likely that that person exist.

That's something you know, countries and things like that, people where the person is from is probably something you have on hand with that testimonial because when it, you know when it comes down to pictures and displaying someone's name, you probably want to have that person's permission first right?

So if you're using a review or a testimonial from Amazon, from a public source then you know it's pretty much self explanatory that it's going to be published to everyone so you might not need to ask permission or if you're using it from a survey that you had in house and sent to your customers, you probably want to ask permission you can just ask nicely and people will usually say yes if you will want to go the extra mile you can give them like a voucher for $25 somewhere or something and that works well.

You know ask for their picture. If they don't want to give it to you, you can go with the blank avatar with country flag.

Name + Personal Info

Then of obviously, the fourth part of this template is you want to display the full name, occupation or website, place of origin with city, country, you know state, so that there's more information there than none.

It makes more real again and if you look on my website, onlinemarketingforprofits. You'll see some testimonials like this.

You have headlines about four or five lines with bolded text, picture, name, website, occupation, city, things like that. Just makes it more likely that's if they're going to be trusted because it makes more information you would display like that is the more you, you know it makes it that it's legit and think about if you start, once you've come up with that template for your site, ask yourself how better that is than if you were just using you know quote and quote, love it, or best service, or something like that.

Now this is much much better and I've had a lot of wins on client sites using this template.

Extra Tips on Great Testimonials

Avoid Carousels

Now some extra tips as we back us up before I tell you how to get some testimonials and use huge brands. If you don't have testimonials at this time, as a general rule cause it's just something you see all the time and specially in WordPress templates and themes.

You want to avoid carousels for testimonials.

You'll see them a lot and you know it's kind of a way to display, to have test a 10 testimonials when you're only displaying like two or three or four or whatever. You know two great testimonials are better than 10 average ones. So pick your two best, don't rotate them, don't have a carousel and just use them. Even better, display all the 10 testimonials but not in a carousel. Just on top of each other. That's much much better.

I know someone, somewhere is going to think that it looks bad but tested out, trust me this much more likely that it's much more likely that give you a boost in conversion than if you just used carousels and basically hit your hiding. You know 8 testimonials out of 10.

Go Nuts & Add Them Everywhere

Sprinkle your testimonials all around. Pretty much wherever you have space for them.

That means in the header, on your sidebars, throughout your copy, on your check out funnel that's really important and if you're doing then on the check out funnel, now the mindset changes a little bit.

Then not necessarily worried about, you know if you're on the credit card page, you know they're not necessarily worried anymore about buying the product. It might be some extent but they might be a lot more, your research might tell you that there's a lot more friction about, is this process secure, how fast am I going to get the product, things like that. So, maybe that's the point where you're introducing for delivery or something like that. So maybe you want to have testimonials at the test of that on that specific page. You know someone that says, I've been using them for years, process is great, easy, never had a problem with security something like that. Love it, love the free shipping. Got my package in three days.

Above the Fold is Where The Money Is

Like everything else, above the fold is where you need to place your best testimonials. So on your homepage, product page just check out anywhere really. Your best testimonials should be above the fold.

If you can, video is obviously a bit better than picture or just text than picture for a testimonial but not everyone will take the time to listen to the video. So you have to carefully select them and perhaps provide either a transcript or a small blur of text next to the video. So that if people don't want to go through the hoop of actually playing the video and not wasting but taking the time to do it, they can at least get you know good grasp of what you're trying to, what the testimonial is all about.

So basically how I like to do it is to take my four point testimonial template with a headline a bit of text, the name and all that the picture and display that and next to it a video. So that way, they can get the extra, it adds a lot of credibility and trust because there's a video there if you want to listen, to watch it that's fine but if they don't, they get the best parts and standard testimonial template.

Individual + Brand Celebrities

Celebrities are better than unknowns. That's pretty obvious. But so you know if you have a testimonial for someone that's really well known, then obviously it's probably it will carry more weight than if it's someone that no one knows. But don't forget also brand celebrity. So if someone from you know the New York Times gives you testimonial, it's much more likely to convey weight even if we don't know the specific person you can display you know the Times logo and their name and all that if you're allowed to do that. Then obviously that will carry a lot more weight than if we don't know that person or if we don't know the brand.

Another way to add credibility is to link the name, the testimonial or somewhere in there to display maybe a logo of a social profile or maybe a linking page. So next to the name, you can have a linking logo and people click on it and get to the linking page of that person.

That adds credibility.

Makes it more real that that person is, you know exist and that you're going to make this up.

Compelling Headline To Wrap Them All In

Then last tip is when you're displaying your testimonials, say you have like three in a row or six, you know three and then other three and two lines basically. Add a testimonial headline. I mean a headline for the entire section. Don't call it testimonial or praises or reviews.

Give them benefit.

Something like, here is how my product has basically benefited these customers. Right? So not just testimonials and praises and reviews. Here is how, your might supplement has gotten rid of you know back problems for these customers. It's much better than just reviews.

How To Display Powerful Testimonials If You Don't Have Any

So how do you get testimonials on your website today if you don't have any. This is a terrific way to do it. It will take a bit of research but once you find something, you know it can go a long way. So say perhaps, you have a service your consultant or you have a new [inaudible] sa service or new product, new software for SEO right? How to analyze your back links for SEO? I'm just making this up. How could you get this one?

You're just starting out, you have zero customers, you can't survey anyone and so how would you go at it to display social proof on your website? Here's how you do it. You can even do that even if you do have testimonials by the way so it goes for everyone really. What you do and you do some research on SEO and perhaps the importance of back links and how they can help you and all that and you try to find sources that are very brand recognizable or celebrities.

For example if you find somewhere on mashable, and article that says that back links are the key to SEO in 2015. What you do is take a quick quote of that article and then you can quote, you know use the mashable logo, a person, the name of the person who actually said it in the article and you have yourself a very good quote to display on your site. So, obviously it's not a quote, it's not a testimonial, it's about how your product can help.

But it's a testimonial about how you know building back links is a good idea. So you're kind of, instead of focusing the testimonial on you which is, with the testimonial should be in the first place, because you're just starting out. Now you want to focus maybe on the problem you're trying to solve and how solving that problem is really really important.

So again, search for some outside sources, celebrities, people known in the market that have maybe twitted something at some point. Someone that has written something on a very you know, it needs to be a huge brand that someone will bill to Canada instantly recognize the logo and basically you can leverage that as a testimonial on your website. So, what you're really doing is your borrowing credibility from these huge brands, these celebrities to heighten the trust on your own new brand. So it's pretty easy to do and I'd even argue that even if you have good testimonials on you, you could probably do it that way too, right?

So even if you have testimonials that say that your product is great, it certainly doesn't hurt to have testimonials to say, you know getting more back links is a good idea. Cause now you have kind of the two sides of the coin which is people will see, hey, these huge brands is mashable in New York Times and in Amazon or whatever the brand is telling me that I need to build back links and these guys here with this brand, you know they have good testimonials saying, their service or product is great.

So you're really hitting it from all sides and I'd be very surprised if it didn't did you a bigger conversion rate. So that's the trick really. Try to leverage those big brands or celebrities and get them on your side by using their logo recognition and all that and please use that template to do testimonials the right way.

Don't fall into all of the boring and ugly testimonials that probably don't make a difference whatsoever in anyone's conversion rate that you see out there. Do it the right way and focus on the objections and all the customer likes and I'm sure it will grow your conversions.

So, that's it for the show today. If you want to show notes, the links, the slide, the transcript of this show, go to onlinemarketingforprofits.com/five and what I want you to do is leave me your comment or rating on iTunes.

Go to iTunes, leave me a comment. If you have any questions to something I should be hitting on next topic for an episode and give me a rating, an honest rating of how you feel about the show. I'll really appreciate it.

On our next episode, I'm very excited. I will have my first guest on this show and I'll be joined by David Darmanin and who's the founder of Hotjar. He is a good friend and he is, you know I'm very excited to have him on the show as a first guest and I'm going to pick his brand cause Hotjar is only been available for about a year now and you know they've really taken the online marketing world by storm. It has really become in a very short amount of time pretty much a household name for anyone that wants to pick the brain of their visitors understand what they're going through when they're on their websites and you know I use everyday.

I highly recommend it, looking forward to discussing the tool with David and mostly you know what were the you know tricks that they use to really grow that business in a terrific way in under a year or so. So I'm looking forward to discussing all of that with him. In the meantime I'll see you on onlinemarketingforprofits.com and I'll talk to you next time.

Nicolas: In this offline ignition minute, we’re going to talk about my PEERS formula again to making a terrific first impression and how important that is in your everyday lives when you meet someone for the first time online or offline. So, if you missed the past two episodes, we talked about the first P which is posture and how to have a good posture, some good tips to run yourself, make sure that you stand tall and people will find you’re most trustworthy and confident because of that.

In the last episode, we talked about the first E which is the eyebrow flash which is one of the most positive nonverbal cue you can ever display so I urge you really to listen to that one. It’s waiting goal alone in this entire formula.

So, the second E is for eye contact. So, I’m sure you’ve heard about how important it is to look people in the eye especially when you’re meeting them because you only have that first couple of seconds to really impress them and impress on them that you’re the person they’re looking for to solve their problems, to help them out to no matter what the situation is, people want to trust to so you need to look them in the eye and this is not something that was easy for me. I know growing up — it wasn’t something intentional — I wasn’t like I’m avoiding eye contact.

I know perhaps some people have trouble with that.

It wasn’t the case for me which is I guess as I don’t know as a geek somewhat, I just wasn’t very good at this stuff and I’ve learned to become very good at it and one of the key that I think key things that my wife now, girlfriend then when I met her, was saying to me, you don’t look at me. We were having a conversation at a restaurant and she would say, “Where are you looking at?”

I don’t know.

Good eye contact.
Good eye contact.

It feels like I was speaking to her and someone and I was looking elsewhere and not that I was really looking elsewhere, I was just kind of not looking at her, right? I was totally engaged in the conversation but just not staring at her and so, it took me a while to get better at this but if you noticed you have the same [inaudible] problem, it can certainly be improved on very easily and I’m going to give you a quick tip.

When you’re meeting someone for the first time, try to notice their eye color. Not that it’s not going to matter at the end of the day but if you try to notice their eye color, you’re automatically looking them in the eye making eye contact. So when you combine those, combine that two, having a good posture, doing the eyebrow flash as we saw in previous episodes, it’s one added kind of trick to create a good first impression and good first rapport.

It also has a secondary benefit.

That if you’re looking someone straight in the eye, you’re not looking down obviously which means it keeps you from having a bad posture, right? You’re looking down, you start hunching your shoulders and that’s when your posture isn’t right. If you’re looking someone in the face, looking them in the eye, trying to notice their eye color, you’re obviously standing taller and have a better posture so it kind of it is a two in one here.

All right, so try to notice the eye color of anyone you meet, you’ll be well on way to making better eye contact and having better first impressions and I’ll see you next time when we talk about the R in my PEERS formula. I’m looking forward to it.

[/TRANSCRIPT]

 

OMP5_Quote_MartinLutherKing

Show Links

http://www.hotjar.com

The post Here’s How To Do Testimonials Right – Even if You Don’t Have Any [OMP 005] appeared first on Nicolas Fradet.

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How to use the power of social proof and testimonials to convert visitors into customers the right way. Most marketers do testimonials wrong, here's how to acquire, select and display the best testimonials that sell. How to use the power of social proof and testimonials to convert visitors into customers the right way. Most marketers do testimonials wrong, here's how to acquire, select and display the best testimonials that sell. Nicolas Fradet clean 43:34 How to use the power of social proof and testimonials to convert visitors into customers the right way. Most marketers do testimonials wrong, here's how to acquire, select and display the best testimonials that sell.
The Ultimate Conversion Funnel for Affiliate Marketing [OMP 004] https://nicolasfradet.com/affiliate-marketing-funnel/ Mon, 10 Jun 2019 08:30:45 +0000 http://www.onlinemarketingforprofits.com/?p=19 https://nicolasfradet.com/affiliate-marketing-funnel/#respond https://nicolasfradet.com/affiliate-marketing-funnel/feed/ 0 <p>In this episode, I'll discuss all the steps needed to properly get your visitors to convert to your affiliate offers. From ads or SEO traffic, landing pages, merchant pages and tracking. In the Offline Ignition Minute, we take a look at the "E" in my PEERS formula for great body language.</p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/affiliate-marketing-funnel/">The Ultimate Conversion Funnel for Affiliate Marketing [OMP 004]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Show Notes [TRANSCRIPT]

Hey, what’s up? It’s Nicolas again and this is Online Marketing for Profits. And, welcome to Episode 4.

Today, I’m, yeah, I’m really excited. I was really looking forward to recording this episode because affiliate marketing is kind of where I started this whole journey about 15 years ago.

If you watched, if you listened to Episode 1 rather, you kind of find out my journey and the actual first website I created that I eventually sold about maybe seven years after that was pretty much all based on affiliate offers. So, I’m very experienced in this field and this way of monetizing a website.

And, since then, I have also consulted with a lot of affiliate marketers to improve their own funnels and to get more people to convert in the end. And, it’s not the easiest thing because when you have your own product, when you have your own service, you control the whole funnel from A to Z. You can place banner ads. You can have, you know, blog posts at funnel people through your offer.

Again, use social media to do that also. And then, when you present the offer to your visitors, then you’re in control above, you know, all of the sales pages and maybe there’s an opt in in there and you control the e-mail marketing that’s, you know, behind the scenes to get more and more people to convert and eventually purchase or hire you.

So, it’s much easier to do that.

When you are an affiliate, you are doing a lot of the work beforehand way before the purchase and you’re kind of relying on the merchant to do his own job. And, that’s not always the case. And, that’s why today, we’re going to talk about also some very, very important point just before you even get started in affiliate marketing which you should be doing to maximize basically your effort because you don’t want to work for nothing. You want no one to put in all these, you know, these hours of working and setting up some pages or a funnel for an offer that at the end is not going to convert.

How to do this right?

And, the best way, I mean, really… Today, I’m going to talk about seven things you can do to optimize your conversion funnel. There might be… I’m sure there are some things in there that you’re already doing.

Hopefully, there are some things in there that you are not and you perhaps see the value in doing them after this episode is over.

1- Research is Boring, But THE Key to Success

But, the number one thing, and I can’t stress this out enough, the number one thing you can do before doing anything kind of, you know, affiliate marketing or promotion is research.

Now, I know research is not the sexiest thing, sounds like a grind.

But, it’s really, really worth it and it’s not just worth it because you will convert more any offer and then you’ll sell more and all that.

But, most importantly, it’s worth it because if you have a website on a specific industry, the more research you do, the more you’re going to get to know your audience.

And, the more you know your audience, then the much, it’s much easier down the line to select good offers, to sell them good offers and most importantly how to sell them the offers. So, it was… I love this quote…

You might have heard it before.

Abraham Lincoln once said, “If you give me six hours to chop down a tree, I’m going to spend the first four sharpening my ax.


On doing online research: Abraham Lincoln once said, “If you give me six hours to chop down a tree, I’m going to spend the first four sharpening my ax.”
Click To Tweet


And, that’s basically what research is.

You need to sharpen your ax first, make sure that your tools and you’re in line with your customer base and your visitors’ want in order to, you know, eventually get to the end goal which is chopping down your tree or getting them to convert.

Chosing the right offer

So, your research is basically split in two things.

The first one is choosing the right offer and that’s really, really important. If you miss out on this one, if you’re actually pushing an offer your audience doesn’t want, or if you’re pushing an offer that is not converting as much, then you are putting a lot of work in to something that’s, you know, really not going to be a success.

So, how can you choose the right offer?

There is a couple of things you can do.

First of all, most of the affiliate size and if you look at, there are basically two kinds of affiliate size. There is those big joint venture types affiliate size –like ClickBank, JVZoo, Commission Junction. These have, you know, thousands of offers being promoted by, you know, thousands if not millions of affiliate marketers.

The good thing about these sites is that they provide you with a lot of statistics that you can use when you’re selecting your offer. So, they’ll provide you with things like how many affiliates or what’s the percentage maybe of affiliates that are pushing this offer that are actually getting a conversions, conversion, how much money they are making in the end.

So, those are things that you certainly want to be in the lookout for when you’re selecting your offer. But, be mindful that these numbers do not tell the whole story. They will give you some indication of an offer if an offer is more popular, more likely to convert than others, but at the end of the day, it doesn’t tell you how the affiliate is marketing this offer.

It doesn’t tell you how, you know, may, where his traffic is coming from, is he purchasing, you know, banner ads or ads on Facebook, on Google or another search engine or somewhere else, and then, you know, getting that traffic to the offer, or is he carefully crafting out, you know, a blog post and then fondling people to the offer, or is he doing, you know, ads then the blog post and then the offer on the merchant site.

So, it doesn’t tell you the whole story. So, that’s really, really, you know, you need to remind yourself of that when you’re looking at these numbers.

THIS IS A RAW TRANSCRIPT OF THE PODCAST WITHOUT ANY ALTERATIONS FOR READERSHIP. FOR THE BEST LEARNING EXPERIENCE, PLEASE LISTEN TO THE PODCAST VIA ITUNES, SOUNDCLOUD, STITCHER OR ON DIRECTLY THIS PAGE.

But, to some extent, it does tell you, if perhaps, the copy is a bit better on some of these offers and others, and, you know, more… The… You know, if a lot of marketers are selling it successfully, you know, there’s a bigger chance that it’s, you know, it’s like more likely to be a success for you.

So, when you look at these bestsellers, always be mindful of who is selling it.

If you don’t know who is selling it, who’s behind the product, that to me should be a big red flag.


When chosing an affiliate offer, if you don’t know who’s behind the product, that should be a big red flag.
Click To Tweet


I mean, there’s a lot of offers and take bugging these other market places and you just don’t know who’s behind the product. And, that to me is a big red flag because you’re going to base your entire funnel in to using these kinds of info, that kind of information and who’s behind it.

And, if you don’t have that information, it seems a bit, you know, it’s more likely to be shady and if it’s shady, then it has a bad, it can get bad rep for you. So, you want to, you know, you don’t want to go there.

If you are not going the market place type of offers like ClickBang, JVZoo, Commission Junction, then you’re going to go to possibly one, you know, SaaS service or one product out there that has its own like in-house affiliate system.

The good news about that is that you know exactly who is selling it. If you are an affiliate for this brand, then you know that this brand is in, you know, if you know the brand already.

It’s in, you know, it’s going to be a reputable brand and, you know, it’s going to be well-received by others and you don’t have to kind of swim against the current to convince people as much that the, you know, the brand is reliable and can be trusted and all that. So, that’s certainly good.

The back side of that is that oftentimes, they don’t provide you with much information about statistics and how other affiliates are doing and how they are marketing it. So, it’s just kind of a give and take between the two approaches.

What you really want to do when you’re doing your research about an offer is ask for a review copy. Most affiliates, most marketers out there will provide you one without any problem.

So, basically, you can… If it’s going to be a video course or an e-book or a SaaS service or whatever it is, oftentimes, you can get access to those for free as an affiliate especially if you can convince the marketer that, you know, you are doing this in good faith and you are not just trying to scam them in to giving you a free product. So, if you can show that, you’d been, you know, selling other offers on your website already or things like that.

That’s even better. But, ask a review a copy and make sure that the quality is there.

You don’t want to, you know, push an offer that’s crap on your audience.

The second thing also is that by actually reviewing the copy that way, you get to know the product a lot better and that will help you down the line to sell it.

Which also want to do is study their funnel.

Are they offering any up sells?

How much is a product?

Are they offering upsells, down sells?

Is there a continuity program at some point?

And most importantly, how much are you getting as an affiliate if the prospect signs up for these?

Some offers out there will give you a percentage of the first offer, but then nothing on the upsells and downsell which I think is wrong. You should prob-… You should get, you know, a piece of the pie for every single transaction.

So, that’s something to be mindful of because some offers, because of this, will be much more profitable than others. So, same thing also as you’re requesting a review copy.

You can also ask the merchant or the marketer if you, if they can give you like a swipe of their conversion funnel so they’ll probably have some screenshots of this is Upsell A, Upsell B, downsell of this and on this.

All of these, they probably have on hand. If they don’t, they should. And, that could be a red flag if they don’t. I mean, so the more that they have these stuff already for you, the, you know, they kind of give you an indication of how more serious and probably more reliable they are.

And so, make sure you get all these information at hand before you even start promoting that offer.

Some red flags, when you’re looking in these offers is, for example, if they have alternative payment options.

For example, some marketers out there will display their product on ClickBank, but then when you get to the sales page, they’ll have a Add to Cart button that leads to the ClickBank system and then they might have like a Paypal button that leads to Paypal.

Now, for all of those transactions on Paypal, you won’t get a penny because they are not tied to the ClickBank system.

So, make sure that you go through the funnel if you can and make sure that there’s no, nothing fishy about the entire funnel.

Also, make sure that you’re going to get paid. If, you know, if you’re using ClickBank or if you’re using JVZoo, these are, you know, pretty reputable places.

But, if you’re using, if you’re going to promote an offer that’s going to be in-house, make sure that it’s a reputable site and look for any, you know, Google something like, you know, problems with payment form this merchant or some things like that and any kind that there’s, you know, maybe a high level complain or something like that, just be very careful about promoting an offer like that.

Because the last thing you want to do is spend your time, spend your money and getting people to convert in the end while not having, not getting paid for it.

Understanding the Customer Mindset

Now, that was the first kind of research.

Choosing the offer and doing your research around it.

The second type of research you want to be doing is actually trying to understand the customer mindset, their likes, their objections and basically what’s the audience you should be promoting this offer to.

And, when I said, you know, it’s going to be a long term play and research is good, that’s mostly what I’m talking about.

Choosing the offer as obviously some good, you know, you have a good reason to do your research for that.

But, knowing your audience and the mindset and what they like and what the, what are their friction points, for example, for choosing an offer and buying it, that’s very, very important. And, that will really help you down the line in your market.

The more you know your customer or your audience, the better it is.

So, when you’re doing that research, look at the product website and look at the kind of copy they are using, the angles, how they are selling the benefits to the product or the service.

And, don’t forget to look at their competitors.

I’m sure, you know, most products out there have competitors which is good because that means there’s a, you know, a need for it, how their competitors are selling their product or…

So, that will give you a lot of ideas and you can come up, you know, can have an Excel spreadsheet or something like that with lines of copy and angles and all that. Look at, you know, headlines, angles, what type of imagery they are using, what type of, how they’re, yeah, how they’re writing their benefits, what kind of call to action they are using on their buttons and things like that, what labels and copy.

That’s really important because that will help you out in your own funnel when you get to that point just in a bit later which you can do also taking another step a bit further and call their sales and support team. Call them out, see how they respond to your questions.

If they have scripts, if they are, you know, a reliable company and they get a good number of calls, they probably have scripts so that, you know, you record the call or maybe check if it’s legal to record the call and all that, but you can take as many notes as you can. But when you call them up, oftentimes,

I found that their sales or support team on the phone are much better at selling you the product. And, one big mistake that most companies make out there is that their sales team on the phone will be super good at converting, but somehow they kind of forget that they should be using the same scripts or the same angles that they are using on a phone on their website.

They kind of don’t do that. So, oftentimes, they have a much better conversion script on their, on the phone than they have on the website.

So, you know, take the extra step. Why not?

And, call them up.

And, try to figure out where the, where do those prospects to, where do they hang out? Forums, for example, blogs, social media.

What are they writing about?

What questions do they have?

If I’m going to push an offer, I might want to research a few forums for maybe a few social media posts or some blogs out there that, and see which blog post are the most popular.

Maybe I can use that as an angle to get in and maybe they’ll make my copy, you know, much better. If I look at forums, which questions come back over and over again or which questions, you know, got a lot of comments or, and views?

Those are probably some big, you know, objections or some big questions that people have that might become friction points before they actually buy a product.

So, you need to have all that information before even starting to promote it.

So, number one is research and doing it right is really the key to all things.

Because after that, I mean, people often say writing good copy is hard and they are right.

But, once you have the research and you know what people want, you know what people like and you know what people are kind of uncertain about, it’s much easier to craft the right copy.

You just have to answer those questions, highlight the good stuff, what they like already and counter those objections.

Then, you’re more than halfway there.

You’ll be such a better copywriter if you do that already than if you miss out on the whole research.

So, number one on the funnel which is, isn’t really a step in itself, but it’s certainly very, very important.

You could, you should probably spend, you know, half of your time on the research anyway.

2- Where To Promote Your Affiliate Offer

Number two is where to promote your offer.

So, you selected an offer. You have done your research. And now, you have to decide where are you going to promote it. Now, if you’re, you know, if you don’t have cash to invest in advertising and things like that, well, you’re probably going to have a blog.

And, if you do that, then you’re going to rely on SEO and organic traffic and there’d be social medias, your shares and things like that which is fine. So, that’s okay.

Be sure that, you know, your blog post or your entire website is appealing to the audience you are trying to seduce with this offer. The last thing I want to see is kind of an offer on a website that doesn’t, where it doesn’t make any sense. If you’re pushing an offer on how to design a Christmas tree and I see that your website is about SEO, that kind of throws me away. I’m not going to be doing that.

So, I’m not going to be buying from you. So, be sure that your blog and, you know, your posts and all that are in line with the general audience that you are trying to sell on this offer.

If you’re only going to use an ad network to promote the offer, and we’ll talk about how to do that in a second, but ask yourself which one is, you know, suits this offer a bit better.

Google has some guidelines.

Facebook has some guidelines and all the other networks have guidelines.

And, make… You know, ask yourself, even if it’s just on Google, is it better to do it on the, you know, search engine results page or on the content network?

The mindset is different.

So, you need to know what you’re targeting here. If you’re going to do ads on Facebook, then that’s fine.

But, you know, the, again, the mindset is quite different. So, you need to carefully select which ad network you’re going to go for to promote your offer. If you’re going to use an e-mail list because maybe you already have one, then that’s fine also. But, you know, again, the mindset is different.

People might expect e-mails from you. They might expect e-mails that give them value and now you’re pushing them an offer. So, it might be okay. It might not be. It depends on how you shape it and which angle you go at it.

But, again, be mindful of the way you’re, the mechanism, the way you’re going to deliver this offer to your audience and when you’re thinking about how you’re going to deliver it.

3- Why You Shouldn't Use The Merchant's Banners

All right. Now, we come to the nitty-gritty where you’re actually going to start to map out this conversion funnel.

How do we do that?

Well, unfortunately, most merchants out there and this is both for, you know, SaaS services to solopreneurs on ClickBank and even, you know, Fortune 500 and unfortunately, they don’t provide you with that much good stuff.

Most of the time, honestly, I mean, some of them won’t even know at this point their customer base as much as huge, you know, if you have done the research right. Some will, of course, but some might not.

And so, the tools that they give you, if they do give you some, like banners and, you know, maybe bits of copy, typically aren’t that good. So, you need to, oftentimes, you need to dismiss the merchant’s own creatives and use your own, make your own up.

So, if they provide you with banners, oftentimes, the copy is going to be bad, the call to action is going to be bad and it won’t have the same mindset, the same angle that you might want to use in your own funnel.

So, if you are going to promote this offer through an ad or a network or maybe an e-mail list, make your own, you know, make your own creatives. Create some banners yourself and pro-, you know, with different headlines, different copy, different bullets if there are some, different imagery, different call to actions, different designs to see which one, you know, converts more.

And, we’ll talk about tracking at the end of the episode. So, don’t use the merchant site.

There might be some very good affiliate marketers especially I’d say more in the ClickBank, JVZoo type of offers where there’s some very, very good, you know, marketers out there that understand their market already.

They have done the research themselves and they’ll provide you with some very, very good copy for your e-mails or some good copy for a blog post and things like that. So, you… Again, it goes back to selecting the right offer, who is selling it and if they are a legit, then you, you know, they can show a tracker code and all that.

So, the more you trust the marketer to have done his job basically and know their industry and provide you with some good quality material to promote, the more you can use them.

But, if you’re not sure and most of the time, most people just throw an affiliate program out there, don’t really bother about it too much.

They don’t do the proper research and they don’t do their job basically. You’ll be much better off making your own banners, your own bits of copy and all that. So, you know, you’ll have a better call to action which will be also, most importantly, more in line with your own funnel.

All right. And, we’ll take a quick break. And, it’s time for the offline ignition minute where we talk about your body language as an entrepreneur and I’ll be back after the body language minute for the rest of the funnel where we’ll talk about preselling, what’s going on with on the merchant website and how to track everything. So, I’ll talk to you then.

4- The Secret is in the Pre-Sell Page

All right.

Back to the Ultimate Conversion Funnel for Affiliate Marketing.

So, the first thing we did, we selected the good offer, we studied our market. Now, we, you know, we decided where we wanted to promote our offer whether it’s going to by buying some ads or actually doing organic traffic on our website.

Next step was to check out what kind of creatives they had, our merchant and to select if it’s good or not.

And then, comes really the good part.

The most important part of the entire funnel and it’s the presell page.

Now, if you are doing ad buys, you still want, you don’t want to make the mistake of doing an ad and sending that traffic to the merchant.

That’s never can, going to convert as much as sending it to your own presell page and then to the merchant. If you are doing SEO, then basically that SEO page, that landing page is your presell page.

You want to control the conversion from as much as you can.

So, that presell page is really the key to the whole thing.

Now, what does that presell page look like?

Well, basically, it wants to showcase the benefit. Just think of yourself at the mer-, as the merchant.

Think of yourself, if you own that business, what would you do to promote it, you know, rightfully.

So, it needs to have good copy. It needs to have a good headline. It needs to have all the good stuff that we would showcase on a merchant site. People often forget.

They’ll just throw in like a review and just have, you know, a bit of copy in how good the benefits are and this is a great product and click here to buy it.

You can, you need to go a bit further than that.

You can include some testimonials about the offer.

They don’t have… They are not going to be testimonials that say, “You’re demand.” They are going to say testimonials that says the offer and the product or service you are pushing is demand, right?

Endorsements.

If they have that, and that’s all part of your research, right?

If you research that merchant properly, now you’ll know if they have good testimonials, maybe endorsements, places they have been featured on, media mentions, you know, maybe if the New York Times have mentioned those and things like that, case studies.

Those are all the things you should be using on your own presell page to do exactly that, to presell it. If you don’t presell it enough, then there’s a very good chance they won’t convert as much on the other hand.

And, on the other hand, if you, you know, do a very good job of preselling it, it’s almost a formality that they’ll be converting on the merchant site. So, be weary of that.

You need to presell it well. And, that means, you know, and that’s when you research, if you found out that the copy look good and the benefits and the angle that the merchant was using, the competitors were using, use all of that in that presell page.

If they provided you with some, which you think is some good junks of copy, use that on your presell page. Don’t just use that. Use bits of pie-, and pieces of it, you know, on your own presell page.

And, your presell page should really sell it.

Don’t be afraid to go long and really, really go thoroughly on it.

And, remember that you ask for your copy, so you have your own.

Inject your own input in there.

What do you think about the product?

How did it help you in the end?

So, if you have, you know, an authority blog, if you’re trying to position yourself as an authority, your opinion needs to matter and that’s why you need to sell it at a good offer in the first place because the moment people don’t trust you anymore because you’re trying to push them crap, you know, that word, your word goes out the window and you’re kinda screwed.

So, that presell page is very, very important. Don’t remember to use all the good trust builder types of, yeah, I guess, tricks like testimonials, endorsements, media mentions, case studies and things like that.

Now, at the end, and… And, at the end of the day, the whole purpose of this presell page to send people to the merchant, right, so that they buy it [inaudible] with your affiliate code embedded in it.

So, the call the action that you’re going to use on the presell page is going to be very important. That’s something you should test also on your own. You should be testing, by the way, that presell page all the time. Good. Good.

You know, different headlines, different layouts, different bits of copy, different call to actions.

And, don’t be afraid to just ask for them to, you know, “Click here. Click here to get, you know, to purchase this.”

And then, they’ll get to the merchant site. Okay.

Once they have left your website, you’re kind of, you kind of done everything you can, right?

So, you, maybe you purchase an ad or you’re, you’ve been using the best SEO practices to get people to that presell page.

You did your best on that presell page and then you’re sending your baby off to the merchant site.

What can you do to make that transition a bit better?

Well, there are actually some stuff that you can do beforehand on your presell page that will help.

First, use as much if you can if it makes sense, use as much as the website’s, the merchant’s colors and templates and all that in your own presell page.

I’m not talking about, you know, the banners and all that.

I’m talking about try to mimic a little bit what’s going to happen when your user leaves your website and gets to the merchant’s website, what’s going to happen, and try to make that transition as smooth as possible, and that you can roll this back also to the ad you bought.

So, if you are able to use the same color schemes, for example, as the merchant website, it’s going to be much, you know, much better flow if they see, I’m just going to make this up, if they see like a, you know, a blue banner with gold lettering, then they get to your website. You got some blue colors in there and then the same gold lettering maybe for your headline or some action colors or whatever.

Then, they get to the merchant’s website and they see again the same color scheme. You know, it makes the whole journey a lot smoother.

They are not going from, you know, red and green website which is yours to the merchant’s website which is blue and green, and then just a big disconnect there. You want to make this transition as smooth as possible.

SIDE NOTE: If you want the best option to build your page or you entire funnel, I recommend Clickfunnels. Click here for my ultimate Clickfunnels Review.

5- The Best Merchant Offers Have Dedicated Landing Pages

Some merchants, and these are the best ones I feel, will actually allow you to have dedicated landing page on their website.

So, your users are actually on the merchant’s website, but they’ll actually, you’ll be able to showcase your own logo, maybe your side name, maybe bits of cop-, you know, bits of copy here and there.

So, again, that’s transition, you know, makes the most sense.

When they are leaving your website and now they are on the merchant landing page, they still see your logo, your branding, your name and the, you know, maybe the same copy you have been using throughout your whole funnel.

This will add a lot of trust to the experience. And, again, it’s going to be much more in line with your own funnel, with the angle that you’re pushing for this offer.

So, that’s critical.

That step from the presell page to the merchant site. If you can, make it a bit smoother for your visitors, you’re much better off and much more likely to convert.

Test Capturing Their Email Too

Now, so that’s basically the funnel.

There’s a bit… There’s… I guess, there’s an optional bonus you can throw in there at any of these steps which would be to capture their e-mail. If you are using, you know, a, an ad network to push your offer, SEO traffic, if you can, test a way for you to capture the e-mail at some point. It might be before you show the presell page.

It might be on their way from the presell page to the merchant. You know, these are the kind of things that you need to test to see how much it affects your conversions either way.

But, you know, building that e-mail list and getting additional chances to push the offer after they have opted in, if they don’t buy today from the merchant, you know, much more likely to grow your revenue that way. You know, you can put them through an auto-responder series.

If after a while they have still not bought that offer, perhaps you can push them related offers. You could get them back to your website.

So, there’s a lot, obviously a lot of benefits of capture, capturing that e-mail address and getting an opt in pages, an opt in page in there somewhere.

But, this is something you need to test because, of course, if they go to the presell page, then an opt in, then the dedicated landing page on your merchant site, it’s much likely that there’s going to be much less people that actually get to the merchant site.

They might, you know, get a lot of friction from that and that might kill your conversions.

So you, you know, you need to be care about that. But, it’s something you need to test for the long run how much worth, you know, how much it is to you to capture that e-mail address and get long term money instead of just that specific cell at that moment.

Bonus Points If You Track Everything

Now, how do you track all of these?

There’s some basic way you can do it.

Because oftentimes for affiliate offers, tracking is the name of the game.

You will want… If you are using ads, you’ll want to have like a specific way to track each ads separately.

Now, if you’re targeting multiple audiences, you should have, you know, a way to know which audience will convert more if you are testing, you know, different presell pages.

You want to know which page is doing better.

And, if you have dedicated landing page at the merchant’s site, you also want to do, to know which one converts better. So, the easy way is to use tools like Bitly and some WordPress plugins like redirections or redirection or pretty links.

These are just basic, basic, basic plugins that you can basically attract the number of people that clicks on your link, on your presell page for example and get to the merchant. That’s the basic stuff. You need to do that at the very minimum.

If you really want to take it a step further, you want to use pro tools like Proper 202, iMobiTrax, and I’m sure there’s others out there that are alternatives to these tools.

And, these tools will allow you to track from the actual ad to your presell page to the merchant and to the conversion point especially if the merchant allows you to put a pixel once the, once the purchase is done.

So, there are some merchants out there that will allow you to do that and that’s really also a key to having a high quality merchant. If you’re able to put in a pixel which means basically it’s a snippet of code that the merchant will allow you to put on the thank you page once the purchase is done, once the transaction is done by your visitor, it will trigger that snippet of code and it will report back to these tools like Prosper 202 and that will allow you to know which part of your funnel is converting better.

So, if you are running Facebook ads and maybe you have come up with five, ten different ads, maybe 20, whatever it is, it should be just one, you need to test this stuff out.

So, your… You’ve got your, you’ve got those let’s say 15 ads that are running and then you get to a presell page that maybe you’re adding an AB test on, then you get to a dedicated landing page.

Maybe you are sending some traffic directly to the merchant’s, you know, home page. Some of them are on your dedicated landing page or you kind of having AB test running in there.

And then, eventually, they buy. You want to know and you’ll be able to know with these tools which ad going to which presell page, going to which page on the merchant gets you the most conversions. And, that’s where the money is. That really is where the money.

If you don’t, then you’re probably wasting a lot of money in good time, in good clicks on some part of your funnel that are not optimized. Because out of those 15 ads on Facebook, there might like five that are making you money and 10 that are losing you money.

So, it makes the big difference. If you can turn those 10 off and just focus and just run those five and eventually find, you know, find maybe alternatives to those five and variations on those five that are going to be profitable also.

And, the same thing for your presell page, if one is doing much better than the other ones. So, it’s, you know, it’s all part of kind of optimizing your own process and the only way you can really do that is if you have a good tracking tool.

Now, some of these trackers are cheap. Some of them are self hosted, so, you know, it’s probably up to you to decide which one is best. But, honestly, without the tracking, you’re really leaving money on the table.

You know, if you just want to get started and just have an affiliate offer done tomorrow, you know, go the, you can go the easy way and just, you know, cross your fingers. But, if you really, really want to take in a step further, you can use these tools and especially even more if you’re want to be doing and driving mobile traffic because these tools have ways to detect which operation, operating system and which types of cell phone are being used.

So, you can also turn off some campaigns that would be, for example, they might be super profitable when on the iPhone 6 but not so much on the iPhone 5, so you’ll just…

There are ways you can show your ads only to iPhone 6, you know, an iPhone 6 audience. And so, that way, you, you know, you optimize your funnel that way. So, these tools are very, very complex.

They get the job done and, without it, I think you, yeah, you… If you are really serious about affiliate marketing and doing an entire funnel like this, your tracking is really, you know, the basics of your overall success long term.

So, that’s the ultimate conversion funnel for me for affiliate marketing. Doing your research first, you need to nail that down, spend probably half of your time on this. It’s crucially important before selecting an offer and understanding, you know, the visitor base and your audience and all that. You need to do that. You need to nail this.

Then, decide where to promote it because if you decide to promote it at some place, it doesn’t make any sense for your audience you’re doing from the start.

Then, selecting creatives and banners and all that, carefully check if it’s worth it to use the banners from the merchant. Usually, it is not. The presell page is where the money is. Be sure to have a good one constantly optimizing and then AB test it.

It’s really, really important.

If you can, have some extra oomph to the all, to the entire funnel by using the same, you know, templates and coloring and style as a net merchant site do that.

And, see if you can get a dedicated landing page to make that flow, that funnel even more seamless.

Check to see and test if you can capture e-mail at some point between, you know, before or after the presell page. And most importantly, track everything. You need to track, track, track and analyze so you can, you know, optimize your entire funnel that way. It’s a lot of work for one single offer.

But, once you’ve had this down, it’d be much easier to come up with additional offers. And, most importantly, you’ll start to pay attention a lot more to the offers that actually are making you money because you might have 50 on your site.

There might actually only be three or four that are making you money, and so, you can start optimizing those funnels before all the other ones that aren’t profitable or aren’t making you much at that point.

All right. That was the ultimate conversion funnel for affiliate marketing. I hope you enjoyed this episode. I did. I shared that this is how I got started in online marketing. So, I’m, you know, I’m very passionate about affiliate marketing.

If you want the show notes, the links, the slide, the transcript of this show, and especially the video about the eyebrow flash that I talked about in the offline ignition minute, hit me up on onlinemarketingforprofits.com/4.

And, what I want you to do is give me a rating on iTunes, give me a comment. If you have any questions, hit me up on iTunes.

Let me know how it’s going about the show and let me know if you have any questions about this topic today, any topic, whatsoever, or topic I have discussed in the past. And on our next episode, we’re going to talk about testimonials and how important they are.

You probably heard about social proof and our testimonials can really make a difference in your growing your revenue, growing your own business. We’re going to talk about that. We’re going to show you, you know, the right way to do them because most of the time, honestly, they are done wrong. I’m going to show you the right way to do it and how to carefully select a good testimonial and why.

And, I’m going to also give you a quick tip. If you don’t have testimonials at this time, there are some really great ways you can leverage huge corporate brands to your advantage and to kind of add testimonials that way. So, I’m going to show you that next time on our next episode of online marketing for profits.

In this offline ignition minute, we’re going to talk about my PEERS formula again.

And, if you missed the past few episodes, we talked about how important it is to make a good first impression. And, in the previous episode, we talked about the P in PEERS that stands for Posture. So, if you miss those, just go back and listen to those episodes.

171-eyebrow_flashNow, the first E in the PEERS formula stands for eyebrow flash. Now, this is going to be a very good quick offline ignition minute because this is a, you know, it’s a nonverbal cue that’s very hard to show via, you know, via radiowaves and then just sound.

But, it’s really one of the most positive nonverbal cue that you can display.

It’s basically you are raising your eyebrow.

Try to imagine how, you know, you would feel if you’re, you know, in a bar or somewhere in a restaurant, and now comes in, you know, a long lost friend that you have always loved and that you are so happy to see and, you know, you’re instinct reaction is just, “Hey. How… Hey. It’s you,” something like that.

So, as I was doing that, my eyebrows were kind of flashing up and down, kind of if you’re surprised at something, but it’s more than that. It’s more, mostly, you know, a super happy positive moment and then the eyebrow flash is pretty much always associated with a huge smile.

So, it’s an intensely positive cue.

And, the best way I can show you all about it is actually to show you some videos.

So, if you go to onlinemarketingforprofits.com/4, you’ll see in the show notes a few videos about the eyebrow flashing and the way you can incorporate it because this is something you can sort of fake to some extent when you’re meeting someone for the first time.

So, try to picture that person as a long lost friend you are so happy to see. Flash your eyebrows a few times and smile and which are all very, very positive things to be doing when you are meeting someone for the first time.

And, even it’s just on the phone with a sales call, you know, if you flash your eyebrows as I did earlier and you start smiling, there’s going to be a change in the pitch of your voice.

You might have noticed it when I did it earlier.

There’s a slightly, you know, heightened pitch and people can notice even through sound that you’re kind of smiling.

And, It’s a very positive pitch. So, go to the show notes and check it out and I’ll see you next time for the second E in my PEERS formula.

[/TRANSCRIPT]

OMP4_Quote_HenryMiller

Show Links

http://www.hotjar.com[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

The post The Ultimate Conversion Funnel for Affiliate Marketing [OMP 004] appeared first on Nicolas Fradet.

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In this episode, I'll discuss all the steps needed to properly get your visitors to convert to your affiliate offers. From ads or SEO traffic, landing pages, merchant pages and tracking. In the Offline Ignition Minute, In this episode, I'll discuss all the steps needed to properly get your visitors to convert to your affiliate offers. From ads or SEO traffic, landing pages, merchant pages and tracking. Nicolas Fradet clean 47:35 In this episode, I'll discuss all the steps needed to properly get your visitors to convert to your affiliate offers. From ads or SEO traffic, landing pages, merchant pages and tracking.
5 Types of Blog Posts That Can Rank & Go Viral – Especially If You Hate Writing [OMP 003] https://nicolasfradet.com/blog-posts-rank-go-viral/ Sat, 25 May 2019 16:29:58 +0000 http://www.onlinemarketingforprofits.com/?p=17 https://nicolasfradet.com/blog-posts-rank-go-viral/#comments https://nicolasfradet.com/blog-posts-rank-go-viral/feed/ 1 <p>In this episode, we try to beat the "blank page blues" and I share ways to create compelling and shareable content that your visitors will love. In The Offline Ignition Minute, we'll take about the P in my PEERS formula for memorable first impressions. </p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/blog-posts-rank-go-viral/">5 Types of Blog Posts That Can Rank & Go Viral – Especially If You Hate Writing [OMP 003]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Show Notes [TRANSCRIPT]

You're listening to Online Marketing for Profits episode three, five types of blog post that can rank and go viral, especially if you hate writing.

Nicolas: Hey, it's Nicolas again for episode three of Online Marketing for Profits. If you missed episode two, you might want to go back and listen to it. We talked about some conversion killers that I've seen as a consultant in both Fortune 500s to startups and there might be a few in there that you're unfortunately doing on your website that might be hurting your revenue and killing your growth so you might want you go back and listen to episode two.

KISS?

In episode one, I kind of just introduced myself and if you've looked at the about me page at onlinemarketingforprofits.com, you might have noticed that I used to be in a KISS cover band. Now, I've gotten a few inquiries about that and people are asking what that was all about. So, I used to play Gene Simmons and so, that means that I was the lead singer. I used to, we used to put on a show I think with two-hour show covering all of their major hits and I did get to spit blood because that's what he does when he's on stage so, I have pictures of that actually and I'm willing to perhaps publish them out if I get enough of a demand.

So if you're interested in that, just let me know in the comments and all that and I might succumb to the pressure here. So, that's a little bit about me.

I'm not a good writer…

Today, we're talking about blog posts, a subject that I'm very passionate about because I'm really not a good writer. Hate is a strong word but I pretty much hate writing or at least I'm not a good writer when it means coming up with thousands of words for one, on one specific topic.

One of the reasons honestly that I wanted to do a podcast is that I'm much more comfortable speaking in front of a microphone in front of a crowd to be honest than just writing out and spitting out 2,000 words posts.

Now, it used to be back in the days when I started as an internet marketer maybe 15 years ago, you could get find results by just having articles that were just a few hundred words in length. That's not the case anymore. Now, you really have to go deep because that's what Google wants, that's what Google expects and if you don't do that, you’re really, really at a disadvantage.

THIS IS A RAW TRANSCRIPT OF THE PODCAST WITHOUT ANY ALTERATIONS FOR READERSHIP. FOR THE BEST LEARNING EXPERIENCE, PLEASE LISTEN TO THE PODCAST VIA ITUNES, SOUNDCLOUD, STITCHER OR ON DIRECTLY THIS PAGE.

SERP IQ Study

I've got a few studies here I want to share with you, just to show this before we dive into what can you do if you don't want to go to the, fune up a good writer or you don't want to go that route.

I've got some pretty good and excellent things I've done personally on my own websites that I've really, really gone some good traffic and also has been shared a lot on social media. So there was a study by SERP IQ looking at most of the top 10 results in Google and their study concluded that most of the top 10, so that means the first page on Google, had 2,000 words or more and the top three of the page had 2,500 words or more. That's a lot. It means that if you're just putting out, spitting out some 500 to even a thousand words articles focusing on your keyword and all that on your blog, on your business, you're probably not doing enough.

Neil Patel from QuickSprout posts that he found that post that had more than 1,500 words got an extra 68 percent more tweets and 22 percent more Facebook likes than shorter ones so again, more than 1,500 at least 2,000 from SERP IQ and Moz, one of the top SEO blogs and agencies out there.

When they published their ranking factors, their other things that you might want to consider when you're looking at what ranks in Google such I think like the bounce rate, the time on site, social shares, the likes, the comments, all of these.

If you're putting out a 3,000-word article, there's a good chance that people might bounce less because you might have more inbound link interlinking so they might go to another page of your website. They're certainly going to spend more time on your site if they go through the entire article and weed it than if you just have a quick blur of about a few hundred words because it's going to be a very, very good article probably in depth.

It’s much more likely to get more social shares. As we know, people liked to share these kinds of articles and blog posts and it's going to get more likes obviously and a lot more comments because people will have more questions, more comments about your entire article because there are just more stuff to digest.

5 Blog Alternatives…

So, I guess the best way to really rank in Google is to still use the 2,000 and 3,000 words articles. That's kind of the number one I guess but if you're like me, what can you do if you don't want to go that route, if you're just staring on the blank page and you’re just, “Man, how am I going to get to 2,000 words” and I've tried it before and usually when I hit that thousand-word mark, I really have a deep and kind of the inspiration and I don't know what else to write about at that point often time.

So, if you don't want to put in all that work into writing those huge blog posts, what are your alternatives?

I've got five of them today.

1. The Embed + Short Editorial

The first one is really the idea is really to leverage what someone has already done on the web totally legally. We're not going to swipe or we're not going to copy and paste anyone without permission or we're not going to do anything that it would be shady. That's really not what I'm saying.

But the idea is that there's a lot of stuff online that can be shared, embedded and that you can really take and refurnish and publish it as your own while the owner of the original text or video or whatever it is, is totally fine with it.

For example, the number one thing you can do is maybe embed some kind of material that you found online that has an embed option.

That means that the owner of the material is okay with you embedding it on your site that they've said yes to this and the tool allows it to for example, a YouTube video, an infographic, a slide from a SlideDeck somewhere, a tweet.

So things like that are often times public and if you go on YouTube, any big video site, an infographic often has an embed code underneath it so you can embed it on your own website, a slide or tweet you can do the same, although there are some tools out there to tweet it. Tweets are public most of the time so you can certainly quote someone’s tweet and republish a tweet from someone and embed it on your site.

Now, you might not want to just embed it. The embed might be the core of the blog post but what you really want to do is perhaps dig a little deeper into what the infographic, for example, is saying or the SlideDeck or the tweet or the video.

So for example, let's take an infographic as an example.

If I was to embed an infographic on writing good blog posts, I might write a quick article above the infographic introducing the concepts of the infographic and saying what it's all about perhaps why people should pay attention. I'll come up with a headline that's going to be different in the infographic perhaps targeting different keywords or giving different benefit and then I'm going to embed the infographic itself.

It could be a video like I said, a slide or whatever it is and then after the embed, I might write some other piece on the infographic so asking questions for people maybe to comment in the comment area, saying maybe writing my own opinion about the infographic, things that the infographic might not be saying. Maybe there's something missing. There's a thing or two in there that I thought should have been part of the infographic and I'll just add that to the blog post to kind of adding my two cents to the whole thing interlinking perhaps with other things I've written about in the past.

And so that way, you have when you look at the Moz ranking factors, if you have… you can come up with 500 to 100,000 words of your own then you split into two, introducing the concept and having the embedded infographic and then writing kind of an opinion piece on it then you've got some good meet.

People were very likely or less likely to bounce.

They'll certainly spend more time on your site because it's going to take a while to digest all of this because its going to be needs to be good quality content. Now, there's some other infographic out there, some videos, slides out there that aren't very good. You don't want to embed those just for the sake of embedding.

It needs to be something that's very valuable.

So, if it's good and your opinion piece and your introduction and all of that is good also, people are much likely to share it and like it on Facebook and perhaps to comment it also. So, it kind of has all the hidden benefits of a good ranking blog post without you having to spit out thousands of words of content.

So that's number one, embed an infographic or video or slide mostly and then write opinion pieces and introductions around it.

2. The 2:1 Video Cut Out

The second type of blog post that can really rank and go viral is to take a video, a good quality video, that you have on YouTube, for example, and do a video cutout. So what you do and this is especially good for how to videos.

So for example, how to — I don't know –how to build your website on WordPress in 10 minutes.

Maybe there's a video out there on YouTube and what you do basically probably in the video there, they explain all the steps and all the pages you have to go through to get started on a WordPress and all that. So, what you do is you grab screenshots during the video of all these steps. You have maybe a sub-headline for each of these screenshots. You add a caption telling what the screenshot is about.

Of course, you're going to use some good SEO practices in all of these screenshots, these images so that you rank well in Google for that. And then, you can basically just have a sub-headline and then just small blurbs, small paragraphs or just a few phrases of what the cutout is about.

So for example, if it's a step one is to download the WordPress from wordpress.org then you can say, sub-headline can be just download from wordpress.org then you can have maybe a link. It's kind to be even better then you just kind of sum up what the step is about.

You have the image and then the caption and then you go to step two, three, four, five and often times, you’ll end up with like 25 steps but think about again the bounce rate.

People, if you’re doing interlinking, they’re less likely to bounce.

They’ll spend a lot more time in your site.

It’s going to be a big detailed post likely get share again, comments, likes. It kind of feels all over Moz ranking factors so that they get a lot of goodwill from your community. And then what you do after your cutout and all your maybe 25 or 15 cutouts like that, you can embed the video at the bottom of the page so that people can watch it and spend a lot more time on your page at that point and a great way to draw your network and get even more love is to actually email the publisher of the video.

So for example if this video on WordPress has been done by John Doe, I’m going to email John Doe and say, “Hey John, I just took a little bit of my time to cutout. Your video was awesome. I thought it would be great for my audience so I just took a bit of time to cutout all the basic steps, embed your video and I’ve also linked back to your website” for example would be great and then perhaps this publisher will share the love with you.

So, they might share the actual post on your website, link back to it on their website and growing your network that way because now, you have a connection. People, that person’s probably going to remember you is never bad. So especially if that person is a good influencer, is someone that’s known on your industry, even better. So like I said, it’s not about copy and pasted things that people haven’t given permission to do that.

You don’t want to do that.

Now, we’re talking about videos that have been published online that are for everyone to see. You can just take a few of those screengrabs and have a very, very good detailed blog post on this specific subject you’re trying to talk about.

All right, we’re going to take a quick break. It’s time for the offline ignition minute and when I come back, I’m going to talk about types three, four and five and especially type number three which is one of my favorite and even better way of building your network and reaching out to top influencers so I’ll talk to you then.

3. Have Them Write It For You: Ask the Experts

Our number three of the five types of blog post that can rank and go viral is really my favorite.

It’s terrific.

It has tons of unique content which is a bit different in what we’ve shared today when you’re embedding something, somebody has really embedded it somewhere else or there’s an original somewhere else and if you’re doing a video cutout then the video is hosted somewhere else also.

So, this third one is going to be pretty much everything original and the best part about it is you really don’t have to write much word yourself. Now, there’s also a secondary benefit I’m going to talk about in just a second.

So, I call this ask the experts and I’m sure you’ve seen some of these blog posts where someone reaches out to a whole bunch of experts in their industry. So, let’s say you reach out to 15, 30, 40 experts, whatever and then basically, you asked them one question and on that blog post, you will simply list all the answers to that specific question so you can’t… it really has to be the same question for everyone because not that, your bulk was what make sense but it really has a secondary benefit as we kind of talk about step two of the video cutout if you reach out to someone you can grow your network.

Well this one just to produce the piece in the first place, you need to reach out to people because you need to reach out to those experts and ask them that question.

How can you do that? The easy way of course is using Twitter.

Most experts and all the marketers are going to be on Twitter.

You can just send them a direct tweet asking them, “Hey, I just have a question for you, would you mind maybe following me so I can PM you or something like that.” I’ve done that before. That works great or you can perhaps visit that person’s website to reach out to maybe grab their email address and send them an email or user contact form so you can be a bit more explicit and I’m going to post on the show notes for this show at nicolasfradet.com the exact template I use to send out an email to get some people involved in this so just a couple of outlines about the email.

[TEMPLATE]
I just finished reading your post “XYZ”.
Outstanding.
I'm putting together an article on the best tools for CRO (heatmaps, surveys, etc.) and how to use these for A/B testing (to be published at www.nicolasfradet.com) I'd be honored to get a blurb from you that I could put in the article. 
My audience would absolutely love to get your take on this topic.
I've already received quotes for this article from This Gal from Brand and This Dude of BrandB and I'd be so appreciative if you would participate as well.
Please reply if you are interested and I'll shoot you the quick questions. I only need a 3 to 5 sentence response and, of course, Ill link back to your website.
I promise the whole thing will take less than 5-10 minutes.
Thanks!
Nicolas
[/TEMPLATE]

You want to start out by saying that maybe you’ve read something that this person has said or just quote or whatever.

This needs to be true, right?

You don’t want to make this stuff up and you don’t want to start this relationship on a bad foot so perhaps something like, hey, I’ve just finished reading your blog post entitled whatever. I thought it was great because of this and that. So you can add a reason on why you thought it was good to kind of prove that you have indeed read it then you can just get into the meat of things.

You say, I’m putting out an article on the best tools for doing SEO and I would really like to have a blurt from you. I think my audience would really appreciate it and it would be hosted at my website.com.

So, you want to give out a little bit more information about you so if that person is interested and they want to find out a bit more about you and what you do and where are the article will be hosted because that’s important, you want to know where their names is going to be used and all that. They can do that. So that’s kind of the basis a little.

If you already have some people that have said yes, you can add a paragraph saying, “Hey, I’ve already received answers to this question on by this person and that person and so I really appreciate if you could just join in yourself. So that gives, adds trust to your whole thing and really tells the expert that it’s probably very on a first name basis with these other experts you’ve just talked about that you’re legit and everything’s on the up and up. And then I don’t necessarily ask this question right now.

I say, if you’re interested, let me know and I’ll shoot you the question. And then just add a quick benefit like it will only take you a few minutes of your time and of course, I’ll maybe I'll link back to your website or any website you want me to, something like that.

So, that’s kind of the outline reaching out. If you’re doing it on Twitter, of course, you won’t be able to as detailed as this but you kind of have to do it in steps.

So for example, just PM me back, follow me, I’ll PM you then you maybe want to separate this and maybe two or three tweets, private tweets so that the person can, has a good way of finding out what you’re all about to know that.

So next, you send them the question and you can use some survey tools out there like SurveyMonkey, SurveyGizmo or Hotjar is a survey feature also that you can use and so, you can basically all gather all the responses at the same place.

I find it very easy to do that.

So once you have enough of these experts, you kind of bundle all their answers into a single post. Pick the top answers. Maybe somehow will have been, has bit more detailed and will have given you some really, really good content.

Some might be a little bit less good.

You can maybe push those a little bit further down the page. If you have some very top influencers, probably you want to showcase them at the top of your page and people that are maybe a little bit less known at the bottom and it’s really something I’ve used in the past and like I said, as a terrific bonus, it now gives you a great way to build your own network because when you publish the article on your website, now you are able to email back or tweet back to this expert, each and everyone of those experts, that you featured and say, hey, the article is live, you can go to my website.com/whatever and then maybe they’ll link to it.

Maybe they’ll share it on social media. All of these good stuffs that we know are good for SEO.

If you want to have a quick example of this, I did something recently about exit surveys on nicolasfradet.com. I’ll link to it also on the show notes and I’ll give you kind of what I’m talking about. It’s a great way and that article has been super popular in my website also so you can be on the lookout for that.

4. The Transcribed Video Or Interview

All right, number four of the types of blog post that can rank and go viral is the transcribed video or interview.

So, you can do the interview yourself.

You can find one online or you can again find video that you like on YouTube or other things like that. You’ll want to embed the video, embed the audio file if it’s an interview, or just with sound.

Then you can perhaps transcribe it yourself or you can use tools like services like Fiverr, Elance, Speechpad, things like that, that have… there’s a lot of people out there that will transcribe the video for you.

So you have… especially on Fiverr, you have to make sure that people, that person has good reviews. There are some very good out there reviews very often so it’s very cheap.

Fiverr is all but $5 but often times for depending on the length of the video and all that, there’ll be some extras but under $20 or something like that you’ll have a very good transcription of the video or the interview you just did.

And again, you don’t have to write a single word, just do the introduction, post the embedded video or the sound byte and then have the transcription. Again, you have some very good content.

But you don’t want to have one big block of text, right?

You want to treat it as just a regular post which means that you’ll have some paragraphs, some sub-headlines, things in bold, some links so you don’t want to put out the work of doing it right but you don’t have again to write much about it which is great.

Again, if you’re using a third party video or something like that, you might want to link back to that person or reach out to that person to say, hey, I just transcribed your video, it’s terrific and I linked back to your website.

If it’s an affiliate offer for example, I’m using to sell your offer or something like that. I think that’s a great way to again grow your network, get some good love from Google and all that with some pretty quality content.

5. Quote List: Leveraging Big Names

All right, number five on types of blog posts is to gather a quote list. Now when I mean quote, I’m not talking about those quotes that we all see appear on our Facebook feed or Instagram feed and all that, that are very inspirational and if you’re in that market, that’s I fine I guess.

You just go ahead and do it.

If it makes sense and if it gives value to your audience that’s okay but I guess in most audience, it won’t make sense but so what you really want to go more is to gather quotes from authority blogs and newspapers, again social media influencers.

So for example, the New York Times talks about a subject that your market would like and there’s really a good blurb there that you could use, you can quote without doing it too much, you don’t want to swipe the whole article and copy and that wouldn’t be good.

If you just quote a few lines of text then you can link back to the original article, you can use their logo to build trust again and if you do this on one topic, you can do it five, 10, 15 of these authority blogs or authority newspapers and then you have yourself a very high quality blog post.

Basically, what you’ve done is you kind of curated some very good content out there for your audience and people love that because they’re too busy to read all of these articles. You’re just taking some of the best blurbs and you’ve just included them in one single post so again a terrific way to do that.

As an added bonus, there’s some tools out there especially on WordPress where you can make sure that each quote is shareable so that way, you can easily on the click of one button of the Twitter button, you can share that quote and it links back to your article.

Again, you should link back to the original article, for example on the New York Times, so that people that want more detail can actually look at the source and get more information on it.

So again for that types of blog post, not much else to do. There’s a lot of research involved of course. I’m not saying that any of these are copy and paste. They take you 10 minutes.

That’s not the case.

A lot of this take a lot of work but if you’re like me and you don’t like writing or you’re not good at it especially by competing with doing 2,000, 3,000 words posts, these are terrific ways to get some high quality content on your website that’s got likely going to be shared and going back to our Moz ranking factors, that’s likely going to have people spend a lot of time on your site, perhaps not bounce and it’s going to get a lot of likes and shares and a lot of this will also help you build your own network which is kind of a very side benefit but certainly a very important benefit not to be dismissed.

So, again these five types of blog posts I think are terrific; embed an infographic or video, do a video cutout, ask the experts in your market, transcribe a video or an interview or just gather a whole bunch of quotes and to publish a blog post.

I think you’ll be well and you’re way to having some high quality content on your site and people will love it for it, they’ll share it, they’ll spend more time and it’s very likely to attract you a lot more free traffic.

Give me a rating or a comment in iTunes

All right, that’s it for the show today. If you enjoyed the show, I’ll be posting all the show notes and links, slides, transcripts, all that at onlinemarketingforprofits.com/3. What I want you to do right now is to give me a rating or a comment in iTunes. I want to know what you think about the show so far, what you like, what you don’t like.

Let me know if I should be posting those pictures of me as Gene Simmons.

That’s very important. 🙂

So, go to iTunes, leave me a rating or leave me a comment. I promise, I will read all of them and I’m looking forward to hearing back your thoughts and I will see you next time when we talk about affiliate marketing and especially what’s the best conversion funnel for your affiliate offers.

I have a ton experience in this.

This is the first startup I eventually sold. It was basically just affiliate offers so I’m really looking forward to sharing my thoughts and what’s the best way to make those affiliate offers convert so I will see you next time on Online Marketing for Profits.

Nicolas: In this offline ignition minute, we’re going to talk about my PEERS formula to impress your peers and especially how to make a very good first impression. Now, in episode two in the offline ignition minute, I talked about a Stanford study that have shown that people will judge us in about just a few seconds. A handful of seconds is what we need as human beings to get a good read on someone and perceive if they are trustworthy, if they are credible, if they’re good authority, if they know what they’re talking about, or we should trust them with our business or with our kids or whatever the reason it is.

So, you really need to make a good first impression when you meet someone for the first time even if it’s just on the phone or in person.

So, to demonstrate how effective this formula is, a few years back, I was talking about how I went back to the job market after being a solopreneur for about seven or eight years.

I just seek a different adventure and wanted to see what was out there and I went through a job interview process for about a couple of months and I eventually got seven-second interviews, four job offers in just about two months.

So, I’m sure my body language and the way I positioned myself and I was portraying myself non-verbally had a good, good impact on how people perceived me. As we know, job interviews are very quick.

You can answer a few questions but really it’s just about 30 minutes of discussing with someone then basically they get to decide if they want to hire you or not so it’s very quick. You need to be good at it and the same thing with potential clients and things like that because you have very quick amount of time to do a good impression and to make sure that they understand that you’re the solution to their problem.

So what’s about my PEERS formula? Today, we’re going to talk about the P in PEERS. So, P is for posture.

Now, this is something that I’m sure is evident to everyone but the formula is really based on you remembering all of these five steps so that you can sum them up in just a few seconds and basically have a very good first impression. So, P is for posture. When I talked about posture, there are a couple of studies that have shown that the taller people are when they walk into a room, the more authoritative they appear, they kind of stand out. People are attracted to taller people most of the time.

"P" is for Posture.
“P” is for Posture. [source]
Now, we’re not all six foot, six is and so what can we do about it? Basically, P is for posture is basically to make yourself tall as tall as you can, given your attributes. So when you think about your posture, I want you to visualize a soldier at attention. You know Ten-Hutt! and then their attention, their shoulders are hunched back, their back.

Their chest is kind of protruding.

Their head is looking right in front of them, not downwards because when you look downwards, that’s when your shoulders are becoming more and more hunched and you have a rounded back. I’m doing it right now and I’m sure my voice is actually changing pitch as I’m doing it and you might feel like this is much less credible than if I’m standing tall like this and I’m speaking much more forcefully.

So, P is for posture.

Make yourself as tall as you can be and when you meet someone for the first time and also have the secondary benefit of keeping your head up and looking at a person in the eye and making sure that you got a first vibe from them and they get most importantly a good first vibe from you.

All right, that was a P for posture in the PEERS formula. Next time, we’re going to talk about the E, the first E of the PEERS formula. This is really, I guess, the whole secret ingredient. You don’t want to miss that one. It’s really one of the most positive gestural cues you can send out to anyone. It release as the trick. It’s very underutilized. Most people don’t know about it. I’m going to share that with you on our next edition.

[/TRANSCRIPT]

OMP3_Quote_DorothyParker

Show Links

http://blog.serpiq.com/how-important-is-content-length-why-data-driven-seo-trumps-guru-opinions/

http://www.quicksprout.com/

https://moz.com/search-ranking-factors/correlations

https://www.fiverr.com

https://www.speechpad.com/

https://www.surveymonkey.com/

https://www.surveygizmo.com/

http://www.hotjar.com

The post 5 Types of Blog Posts That Can Rank & Go Viral – Especially If You Hate Writing [OMP 003] appeared first on Nicolas Fradet.

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In this episode, we try to beat the "blank page blues" and I share ways to create compelling and shareable content that your visitors will love. In The Offline Ignition Minute, we'll take about the P in my PEERS formula for memorable first impressions. In this episode, we try to beat the "blank page blues" and I share ways to create compelling and shareable content that your visitors will love. In The Offline Ignition Minute, we'll take about the P in my PEERS formula for memorable first impressions. Nicolas Fradet clean 34:21 In this episode, we try to beat the "blank page blues" and I share ways to create compelling and shareable content that your visitors will love. In The Offline Ignition Minute, we'll take about the P in my PEERS formula for memorable first impressions.
7 Conversion Mistakes Most Startups & Fortune 500 Make Every Day [OMP 002] https://nicolasfradet.com/conversion-mistakes/ Wed, 22 May 2019 16:20:08 +0000 http://www.onlinemarketingforprofits.com/?p=21 https://nicolasfradet.com/conversion-mistakes/#respond https://nicolasfradet.com/conversion-mistakes/feed/ 0 <p>In this episode, I share 7 conversion killers I've seen in thousands of websites, from small to large (and how to get rid of them). In The Offline Ignition Minute, we'll talk about the (scientific) importance of great first impressions.</p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/conversion-mistakes/">7 Conversion Mistakes Most Startups & Fortune 500 Make Every Day [OMP 002]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Show Notes [TRANSCRIPT]

Hey, it's Nicolas and welcome to online marketing for profits. This is episode two. This is the first episode where I'm going to talk about the good stuff and things that really matter.

How you can grow your business by, perhaps, getting rid of these conversion mistakes that I've seen both in startups to midsize businesses, and to huge Fortune 500s. I've seen these seven conversion mistakes done all over the place.

As you'll see in a second, there might be a few of those that you're unfortunately doing on your website. Which, if you can get rid of them quickly, they're bound to just increase your conversions and grow your revenue.

This is episode two. If you missed episode one, that's when I introduced myself and talked to you about my journey. My very atypical journey, where I started as an engineer. Started building websites and sold some of them. Was a professional poker player for a few years, then did some body language coaching throughout the years. Eventually, some consulting on conversion optimization with conversion rate experts.

If you missed that episode, you can go back to episode one and listen to it right now if you want to find out a bit more about me.

Let's talk about these conversion mistakes.

Conversion Mistake #1: Having a False Bottom

The number one conversion mistakes I see every day, and pretty much half of the websites I see out there, are what I call a ‘false bottom'. Having a false bottom. What this is, is kind of a result of WordPress to some extent. The themes today that are designed are a big culprit of this.

What is a false bottom? That's when you see your screen, when you stumble upon a page… This could be a homepage, a product page, pretty much any page. Typically, it's less so in blogs because big blogs tend to be big text. It's pretty evident that there's more stuff there. You kind of assume and expect when you get to a blog post, that it's going to be a big text. There's more stuff below the fold.

When you get to a homepage, or a product page specifically, what you see on your screen … There's basically a white space at the bottom of the page that insinuates that the page could be over with and there's nothing below. Because of the design, and when I said WordPress is a big culprit of this, a lot of themes out there are designed that they have these huge sliders now. We'll talk about slides in a bit. They have these huge sliders with big imagery, that take a lot of screen space. Underneath that, there's a big white space. That's typically the way they're designed. That's typically where the fold falls. Which, basically means that a lot of people don't quite realize there's more stuff below the fold. Even though people do scroll up more than they used to, a lot of people actually miss that.

To give you a bit more detail, the average screen resolution these days is 1366 pixel by 768.

Which means that, given their browser navigation and all that, the fold when you're designing a page is at about 600 pixels. Just roughly. Of course, it all depends on your screen resolution, if you're a laptop, if you're PC, if you're Mac and the actual dimensions of the monitor. Things like that. It's not a rough figure. It's a ballpark. When you're designed your webpage, you want to be quite wary about the 600 pixel mark. You want to make sure that there's no white space, or extra white space, there that could make that people actually don't realize that there's more copy and more information below the fold. When that happens, basically people are missing out on probably half of that 75-80% of your material on a single page, which is a lot. It's putting a lot of pressure on your home, above the fold copy and everything you have over there.

THIS IS A RAW TRANSCRIPT OF THE PODCAST WITHOUT ANY ALTERATIONS FOR READERSHIP. FOR THE BEST LEARNING EXPERIENCE, PLEASE LISTEN TO THE PODCAST VIA ITUNES, SOUNDCLOUD, STITCHER OR ON DIRECTLY THIS PAGE.

Do I have a false bottom on my page?

How can you make sure that you don't have a false bottom? First thing, you can plug in any page into a couple websites. There's one that's called, ‘whereisthefold.com' and ‘foldtester.com'. Basically, you can go there. You enter the URL of any page you have on your website. It will give you a nice visual rendition of your page, with colors and all that. Especially with pixels telling you where the fold falls on your page. Maybe that'll tell you that you have some big white space in there that you should maybe get rid of.

If you're using heat map tools, like ‘Hotjar‘ or ‘Crazy Egg‘, they have also another tool that's called ‘scroll maps'. Scroll maps, when you see those, basically they tell you how far down the page your users will scroll. What you really want to have, is the hot spots, the hot colors at the top, and then a nice gradient from the hot colors at the top to the colder colors at the bottom. It's always going to be hotter at the top, because people see what's above the fold. It's always going to be way colder at the bottom, because less and less people actually scroll down your page. That's okay.

What you don't want is to have quite a big break between the hot colors, and then the rest of your copy below the fold. That's when it tells you you have a problem with a false bottom that you want to get rid of. You want to have a nice gradient, so that people actually realize that there's more stuff below the fold and they scroll accordingly.

Getting rid of your false bottom

How can you make them scroll in your design, and make sure you don't have any problem with that? The first thing you could do is to have some kind of design element, or copy, that falls in that 600 pixel mark. If you have a testimonial or a big block of copy, or any design in a box of some kind that falls in that 600 pixel mark, then of course if that box is cut off at the half people will realize that there's more stuff below.

What you can also do is use some copy … A small blurb with some design elements, like an arrow pointing down. For example, I like to use … If the first thing that I'm displaying below the fold is … I'm just making this up. Let's say it's a guarantee about the return policy, or the guarantee for purchasing, I'll just add some kind of copy element above the fold that says, “See how you can buy this product worry free.” Then, I'll have an arrow pointing down so that people will see that bit of copy. They'll see the arrow, and they'll understand there's more stuff below the fold. They'll want to find out more about how they can purchase it worry-free, because I'm talking about the guarantee or any return policy. Something like that.

There's also kind of a new trend to see, these icons – circular icons – with a little arrow or downward triangle pointing downwards. That's okay.

I guess savvier web visitors are going to understand what that's all about. I'm not convinced that everybody will. I much prefer having some bit of copy with an arrow, because the copy will sell it much easier. At the same time that you're selling the fact that there's more stuff down the fold, you're also selling what you're introducing with the copy. That's a much better way to do it.

Beware of those false bottom, especially if you're using a CMS. WordPress is a big culprit of this. You'll be on your way to getting more people to read your copy below the fold, and of course that's always good.

Conversion Mistake #2: Carousel or Sliders

Conversion mistake number two – we talked about it a little bit in the first segment, but it's actually carousel or sliders. Again, WordPress is a big culprit of this. That's why you see them all the time. There's going to be a lot of themes out there that, especially for the homepage, they come with a carousel, a slider. Basically, you can have several slides. Slides one, two, three. Then, when you hit the homepage you see slide number one. Then, either by a time delay, five seconds later it will switch to slide number two, then side number three. Or, with arrows – a navigation within the slider – you can see the other slides.

First of all, these often look like banners the way they're designed. They usually have big imagery, very little copy. That can lead to banner blindness. People we know often dismiss banners because they're used to seeing them as advertisements. You don't want to have that, especially when you're above the fold copy – above the fold elements – on a homepage or on a product page. That's not good.

Second thing is that, you're above the fold content should be your best stuff. If your best stuff is on slide number one, which it should be, then your essentially hiding your best stuff as soon as it switched to slide two and three. If it is your best stuff, it should be very apparent that it is and should always be visible to your visitors.

If you do have, I guess, secondary good stuff that you want to showcase on slide two and three, that's okay. Don't do it on slide two and three in a carousel or slider. Just move it below the fold. That's much better. That way your best stuff still gets seen all the time, because there's not going to be switching between a few slides.

Then, also what's underneath what's on slide two and three will get seen as well, if people do scroll down the fold. Not only are you not hiding slide one and your best copy, your best benefits, your best features, but you're also not hiding what's possibly good things on slide two and three. Because some people actually never scroll … Never flip through the slides. They'll completely miss what's on slide two and three. A lot of people will miss some of the slides, and all of that good content and copy will be hidden. They'll never see it. That's certainly not good.

When to use carousels or sliders

When is it okay to use a carousel or a slider? The best place, usually, is typically on a product page, when it makes sense to have multiple picks that don't auto-rotate. Think about how Amazon does it, for example. When you have a product on Amazon, you'll see the main image and then you'll see a few secondary images. Some thumbnails to the left. People can flip through the imagery they want and they can come back to the first image as easily as just clicking the thumbnail associated to it. That's the way to do carousel or sliders that's not going to harm your conversions.

When you have product pages like this, or if you're selling real estate, it makes sense to showcase a lot of imagery. That's fine. Don't have it auto-rotate. Just have some small thumbnails there, so people can flip through and come back to the image they want to see as easily as they can.

Conversion Mistake #3: Focusing on Design Instead of Copy

Conversion mistake number three is focusing on design instead of copy. That's a big mistake I see these days. People … We want our websites to look good, and I get that. The design does help. I'm not dismissing design whatsoever. Design certainly can hurt conversions if it's badly done, or help conversions if it's done properly. Of course, it'll give your website a more professional appeal. It'll build trust and credibility. That's certainly good for overall sales and revenue.

Think about Amazon. Think about eBay a few years back. Think about PayPal. Twitter, when it started. Those were websites all focused on engaging the users, providing value, and their design was pretty bad. We can't argue that these aren't huge brands that made it through all this. Remember that you're not selling the bells and whistles of your website, you're selling how you're going to change your customer's lives. That's really, really difficult to do with design.

It's done with copy. With some good copy, a nice headline, some bullets and nice chunks of copy, highlighting how the features of your product or service are going to benefit your users. When you have those … Going back to those sliders, those WordPress sliders, when you have just big image with just a headline – that you see a lot of these in new websites have – that's putting a lot of pressure on that single headline, and the imagery. It's much easier to have a lot more copy in there, so that you can give a bit more detail about your messaging and puts a lot less pressure on your headline.

If you have only the headline and the image, on that above the fold content … If your headline doesn't do it, you're pretty much screwed. Might as well have a lot more copy in there. I know people like white space and like to have beautiful websites, but at the end of the day copy will oversell design any day of the week. It's really important not to forget that.

Conversion Mistake #4: Poor Call-to-Actions

All right, conversion mistake number four is to have poor funneling call to actions. Most people understand, you probably know, that you need a call to action in your page. Typically, you need to have only one. You might have secondary call to actions, but they can't be as visible or a obvious as your main call to action. It might be, “Subscribe to my email list”. Get further in the funnel. If you're on the homepage, you want to funnel people through your product pages. Things like that.

If you're on the product page, you want to make people buy. If you're an affiliate page, you want to make click to the merchant website. Having a main call to action I think is something that pretty much everybody understands. Let's not forget that once people … The mistake that a lot of people do, and that's killing their conversions, is that they only have one call to action higher on the page. Typically above the fold, which is the right thing to do, but when people are scrolling down the page you want to give them more ways to continue in the funnel. Have them repeat those call to action. Have some boxes spread out on that single page, so that people can actually purchase from within the copy, and not just have to scroll back up and click that call to action.

Spread out those multiple call to action throughout your page. If you do have some secondary call to actions, don't forget that your main call to action should be very visible. Maybe a brighter color. That's the button that stands out. If you have secondary call to actions then it's okay, but have the design maybe lessen the appeal on them for that page. You need to make people understand that there's one thing that they need to do on this page, and that's for example ‘purchase this product'. One call to action and spread it out within the page.

That were conversion mistakes number one to four. Not having a false bottom, be wary of carousel and sliders especially on homepages, focusing too much on design instead of copy, and having a poor funneling call to action. We'll take a quick break. It's time for the offline ignition minute, where we talk about your body language as an entrepreneur. I'll be back at the end of that with conversion mistakes number five, six and seven. We're going to talk about some things that I really feel strongly about and that are really, really conversion killers. I'll see you then.

Conversion Mistake #5: Captchas

Let's talk about our conversion mistakes number five, six and seven. At number five are captchas. I'm sure you're … If you're like me, you've been through a captcha or two that's been very, very frustrating. Captchas are becoming more and more complex, so that bots can't go through them. I get that to some extent.

Man, it can be frustrating at some times. Just to give you some numbers, it was a captcha study done by Stanford University where they tested … I think they looked at eBay and about 14 million samples of a week of date from eBay. They revealed that visual captcha's take about 10 seconds to complete. Think about it. 10 seconds to complete. We know that after just a few seconds on a typical page, people will leave the page.

Now, they want to get through. They want to convert to some extent. They're right there on the form. Those visual captcha's can take 10 seconds to complete. Audio captcha's are even worse. They take about 30 seconds to complete, once you actually hear it and try to solve it. 30 seconds. They have a give up rate of about 50%.

One person out of two will just give up. You see how much this can totally kill your conversions? Captcha's I would get rid of entirely. I've seen captcha's on checkout processes for huge Fortune 500's. This is just … I understand there might be bots trying to get in and all of that. I get the reasoning behind it.

There's gotta be a better way, because it's a total conversion killer. Get rid of those captcha's. If you're running a site based on WordPress, for example, and you get spam … I noticed a lot of folks have done that. You install a captcha on your comments, or maybe your contact form, because you're getting spammed too much.

I get it, but there are better ways. For example, if you're on WordPress, you can run Akismet or Antispam Bee. That's Antispam and then bee like a bee. B-E-E. Which is a terrific plugin, will get rid of pretty much every spam comments that you might have, and is much easier for your user to actually to want to comment. Because there's no captcha's. There always are better ways. Just look for them and get rid of those captcha's to improve your conversions.

Conversion Mistake #6: Low Social Shares

Number six. You've probably heard of social proof, and how it can really help boost trust and credibility, because people will rely on what other people say about your product, your service, your brand. The contrary is also true, that a low number of followers or social sharers can actually hurt your conversions.

Trust is always a friction point when people are deciding if they want to buy from you or use your services. If you can show some high numbers, then all great. That's even better. Some people make the mistake of actually showing also low numbers. We know that after about eight seconds people will leave. As soon as they hit your page, if they see that there's only a handful of people that actually ‘share' this page, it's a big hurdle to go through because that social proof is actually working against you now.

Shares can boost conversion or actually kill them. Especially on funnel pages. If you have a blog post, some informational page … Perhaps you want to keep that Facebook share button, that Twitter share button, or all the other shareable buttons there, because you want people to share them easily.
That's okay, but especially on funnel pages, your key pages in your funnel … So, for example, product page and then maybe you're going to an option, or maybe a checkout process, remove those social shares from those pages. Especially if they're low, because it can totally kill your conversions.

Conversion Mistake #7: Brand Guidelines

Number seven, number seven of conversion mistakes: Brand guidelines. If you're a solopreneur or maybe just a startup, you possible don't have brand guidelines at this time. It's very, very important to understand the mindset and why you come up with brand guidelines, and possibly, most importantly, how they can really hurt you in the end.

Brand guidelines, there's a usefulness to brand guidelines. You need your messaging to be … When your company reaches a point where it's spread out, there's a lot of people working perhaps on different things. You want the messaging to be constant. You want perhaps the type face, the colors, to be constant. I get that. That's fine. If you have a shade of blue in your messaging, you want the same blue across all your platforms. That's okay.

Brand guidelines are meant as guidelines. Not hard, fastened rules. That's so important. So many people don't get that. I mean, I've had clients time and time again tell me, “We can't run that test, because that's not in our branded guidelines.” For example, I was having a different way that the call to action was displayed. Maybe I added some handwritten font with an arrow, just to draw the eyes into something I wanted people to look at. That's a great way to do that. Well, people will tell me, “We don't have a handwritten font in our guidelines. We don't have arrows on our website. We can't do that on our site… Our call to action needs to be three words. Nothing more.”

That's just wrong. Okay? These are not hard fastened rules. They're guidelines. If at the end of the day, your bran guidelines are preventing you from growing your business because you can't test new things and try new things out, they're wrong. There's nothing like that. It's as simple as that. When clients tell me, “We can't run this test because of our brand guidelines”, I ask them this question, it's pretty simple, “How would you feel if we knew in advance that the results of this test would give us a 25% lift in conversions and revenue? Would you feel so strongly about this?”

The answer's pretty much always ‘no', especially if you're dealing with decision makers. If the answer is ‘no', then what's stopping us? Those brand guidelines are stopping us! We need to stop, okay? If you're thinking about having brand guidelines, if you're thinking about doing that, that's okay. At the end, remember that these are just guidelines. You need to oftentimes think outside the box, and that's going to be outside your guidelines, to grow your business. You can have your design team, your conversion team, shackled because your guidelines are too strict.

That was conversion mistake number seven. Please get rid of all of these. Get rid of your false bottoms, your carousels and sliders. Focus on copy instead of design. Have multiple call to actions. Get rid of those darn captcha's. Hide those followers, or social shares, if the number's low. Be careful with those brand guidelines, because they can really hurt you.

I've seen these in startups, in medium size business, and Fortune 500's. Be careful of these. Once you get rid of all of this, your conversion rate will go up. I'm convinced of it. These are great tests to run and prove that you had a conversion killer, in there, on your website was totally hurting your revenue.

Use SpeakPipe to Ask Me Any Question

All right, that's a wrap for this show. I hope you enjoyed it. I really had a blast recording it. If you want the show notes, the links to all the tools I talked about today, the slides, the full transcript, go to onlinemarketingforprofits.com/2. If you have a question for me, you can hit me on the right hand side of the website. There's a SpeakPipe button. You can click on that. It'll ask you to use your microphone on your computer. It's super easy. You can record your question to me, and I will listen to every question that I get. I'll respond to you very fast. Also, leave me a comment or a rating on iTunes. I would really appreciate it.

Again, I will read every comment that's posted there. Leave me some rating if you enjoyed the show. Tell me what you enjoyed. Tell me what maybe I should be touching on, what you enjoyed the most, some things you might want me to improve on. That's fine. I'm really looking forward to it. I'll see you next time when we talk about some blog posts. If you hate writing, if you're not good at writing these huge blog posts, what can you do to build traffic and have some posts that are likely to rank in Google and go viral? We'll talk about that next time. I'm looking forward to it. I'll see you then.

In this first edition of the offline ignition minute, I want to talk about body language and how important it is to your success. If you're meeting people in person trying to sell them your services or your product, if you speak in public, if you like to do webinars, or if you have client calls with some client trying to sell them your product or services, having a good, sound body language … Even if they don't see you, if it's just through the voice, it's crucially important on how you'll be perceived and how they will think you're credible, you know what you're doing, they can trust you. Which is a big part of the overall persuasion, and trying to sell them and buy your product or services.

There was a study by two Harvard professors. The study's kind of known in the world as ‘the thin slices' study. In this experiment, what they did is they took a bunch of students and had them watch a 30 second video clip of teachers in the classroom. Then, they gave them a questionnaire on different variables like likability, confidence, warmth, honesty, optimism and things like that. What's really special about this is that 30 second video clip, they actually removed the sound, so the raters only had the visuals for 30 seconds to base their evaluation on.

It was only on non-verbal cues. You couldn't hear what the professor was talking about, how he was talking. It was just solely on how he was presenting himself and talking to his audience without any sound.

As you might expect, the analysis of the questionnaires from these people that only watched a 30 second mute video clip was fairly consistent with people that had gone through the entire semester with that professor. With sound and all of that, for months and months, that had taken the same questionnaire on likability, confidence, warmth and all that.

Only watching a 30 second video clip, without any sound, you could do a fairly accurate judgement of a professor. In other studies, what they did, is they took this a bit further and they actually reduces the 30 second clip to 10 seconds. And then after, just a mere two seconds. Again, no sound in all of that. The results, as you can imagine, were pretty much the same. That tells you a lot of how quick we are to judge people. Mostly, it tells you a lot of how accurate we are. We judge people quickly because, honestly, we're pretty good at it.

When you meet someone for the first time, when you speak to them on the phone, when you speak in front of a crowd or in a webinar, that first impression … Those first few seconds, if you don't hit it out of the park, you're very much screwed. Because, it's going to be very hard to convince people that they were wrong about you because most of the time they're right.

I just wanted to set the foundation today about how important nailing your body language … It's not that difficult, honestly. You just have to pay attention for a few things, and you'll be well on your way to pressing yourself way better.

In the next five episodes, I'm going to talk about my PEERS formula – P-E-E-R-S – to impress your peers about making a wonderful first impression and really knocking it out of the park. This is kind of the same formula I've used a few years back. I started to be an entrepreneur about 15 years ago. A few years back, I went back to the job market. Wanted to seek a little bit more … A different pace. Trying to see what's out there.

I went through a job interview cycle, where I used this specific peers formula to get a job. I eventually got seven second interviews, four job offers, in just two months. It's hard to say how much this formal actually had an impact on all of this. Sure, what I said and how, but mostly how I presented myself, I positioned myself and how I made people trust me, was crucial I think to the whole process. Using this peers formula really works, and I'll show you in the next episodes what it's all about.

That's the offline ignition minute.

[/TRANSCRIPT]

Show Links

http://www.hotjar.com

The post 7 Conversion Mistakes Most Startups & Fortune 500 Make Every Day [OMP 002] appeared first on Nicolas Fradet.

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In this episode, I share 7 conversion killers I've seen in thousands of websites, from small to large (and how to get rid of them). In The Offline Ignition Minute, we'll talk about the (scientific) importance of great first impressions. In this episode, I share 7 conversion killers I've seen in thousands of websites, from small to large (and how to get rid of them). In The Offline Ignition Minute, we'll talk about the (scientific) importance of great first impressions. Nicolas Fradet clean 31:47 In this episode, I share 7 conversion killers I've seen in thousands of websites, from small to large (and how to get rid of them). In The Offline Ignition Minute, we'll talk about the (scientific) importance of great first impressions.
How This Show Will Grow YOUR Business [OMP 001] https://nicolasfradet.com/grow-your-business/ Fri, 17 May 2019 07:36:24 +0000 http://www.onlinemarketingforprofits.com/?p=9 https://nicolasfradet.com/grow-your-business/#respond https://nicolasfradet.com/grow-your-business/feed/ 0 <p>In this first episode of Online Marketing for Profits, I introduce myself and tell you about my not so typical journey: from engineer, to professional poker player, to Fortune 500 conversion optimization consultant.</p> <p>The post <a rel="nofollow" href="https://nicolasfradet.com/grow-your-business/">How This Show Will Grow YOUR Business [OMP 001]</a> appeared first on <a rel="nofollow" href="https://nicolasfradet.com">Nicolas Fradet</a>.</p> Show Notes [TRANSCRIPT]

Hey what's up I'm Nicolas and welcome to Online Marketing for Profits.

This is episode 1 of the show and today is all about introducing myself. So you know my story and what kind of journey I've been on and what I bring to the table most importantly how I plan to grow your own business and also to give you kind of a quick plans of what you can expect from the show.

What kind of subjects I'm gonna talk about and perhaps most importantly especially in the beginning here, how I would like for you to give me feedback and give me you know tell me what you like about the show and what you, you know what parts of the show and kind of subjects I could be discussing and perhaps you know, your favorite subjects and things you really, really liked and maybe I should go into even more detail than what I plan on to do and you know while it's always nice to get a pat on the back and to know that you're doing something well whether it's, you know if you're still entrepreneur or you want to start your own business soon, you want to make sure you're on the right track, or if you have your, you know your own employees or if you know, you have your boss you want to please and do good work for.

It's always nice to know what you're doing right but most importantly perhaps is, you know even more important to know what you're doing wrong and so in that feedback I'm really looking forward to finding out what perhaps you, maybe things you don't like as much and things I might want to improve on and at that kind of feedback, for me I strongly believe is even more valuable cause that's how you improve, that's how we improve websites by asking people what's wrong with it and that's how I improve myself by seeking feedback and having others tell me my faults and so I can act on them and improve.

My VERY A-typical Journey…

Engineer in rocks!

I guess my journey starts about 16 years ago now I think. I started as an engineer in geology so I was a geological engineer for a few years. I have a bachelor's degree in that and you know if you're trying to link geology and studying rocks to online marketing, there's not much there. I can't really find the link myself but I guess it was enough for me to figure out that this entrepreneurial fire I had in me and you know frustrations like having to ask my boss for vacation time or having to justify everything I did just wasn't going to cut it for me.

I was looking for more freedom than that and eventually financial freedom but mostly freedom from whole grind of 9 to 5 and having to you know show up every single day and do basically the same thing. I just wanted to be more versatile than that and not how to ask permission for anything.

Professional Poker Player

So I've been working online for the past about 15 years and you know throughout my last years as an engineer, I really started to, my journey is quite I guess atypical. Yes, I was an engineer and then I kind of stumbled upon the game of poker and I started playing with friends, you know, on a Friday night game. This is way before we actually had poker on TV and I guess it was more mainstream. You know, played the game with friends and it's always fascinated with strategic games and chess and monopoly and backgammon and games like that, more traditional games.

This poker thing seem to be you know right in there where there were two different strategy at least I thought it will. So I read some books and I studied the game, traveled in Las Vegas, Atlantic City and all over and really became you, know, a much better poker player and to a point where…at some point I was earning, I think, twice as much playing poker than I was as an engineer.

So I quit my job as an engineer, that was kind of the push I needed to, I wasn't going to quit my job as an engineer just for the sake of taking a huge gamble is more you know, methodical and I needed to make sure statistically that, yes, I was kind of earning more per hour playing this game.

So I finally did that and through my poker years from about 2001 to 2008, I started to build websites, informational websites about poker.

THIS IS A RAW TRANSCRIPT OF THE PODCAST WITHOUT ANY ALTERATIONS FOR READERSHIP. FOR THE BEST LEARNING EXPERIENCE, PLEASE LISTEN TO THE PODCAST VIA ITUNES, SOUNDCLOUD, STITCHER OR ON DIRECTLY THIS PAGE.

Building –  and Selling – Online Businesses

And that's really where my education about starting and growing online businesses started. I would build them from scratch. I did some coding back in the days, I did, would do the design, you know the SCO community management, social media when it came, the design and everything I think as an educative copy, whether it was related to the website.

I did that and it was really a huge learning curve to start with cause also back then, we didn't have the level of information we now have but it really gave me I think a good foundation of how to build a website from scratch and to grow an online business and that business, poker related and all that, I finally sold in 2008, decided to move on from that and launched some products.

Body Language Expert

You know through my poker days, I really started to become interested in the human behavior aspect of poker. So poker-tels like we used to call, like we call them. So human behavior, you know, nervousness, ticks when people are bluffing or when they're strong with a big hand. In studied with that, I studied with some grates of body language in the world, so some university and college professors that study this stuff on a day to day basis and also from law enforcement agents like FBI and US Marshals that actually apply what the science tells us in real life situation, real life high stake situations.

That can easily be translated to the poker. So i really started to do that eventually, kind of figured it out that this whole thing could also be translated to the corporate world where when you meet the client for the first time and you speak in public. When you're negotiating at a table of big business deal, you know these are the same high stake situation that body language can be really be useful as far as presenting yourself in the proper way but also you know picking up cues about the person you're speaking with to figure out what they're thinking and perhaps gaining, I wouldn't say an advantage but gaining and then you know getting into their mind as to what they're thinking so you can better you know position yourself.

From Online Courses to Conversion Rate Expert Consultant

So, after selling that poker business, I moved into info products and launching products online. So launching online courses and things like that and eventually did some consulting work, was a public speaker about body language and for entrepreneurs and body language in corporate settings and after that I stumbled upon a website called conversion rate experts and that was in 2010. Started to really be and get interested in conversion optimization, what that was all about an AB testing and things like that and just was fascinating to me that you could just run a test on a webpage and you could instantly, not instantly cause it all work behind it but basically see the results and grow a business.

That way specially the part where it was quite evident that you know she did take this right, you could show it before and after picture of a page and show you know, this one is converting 15, 20, 30, 50 percent better than the previous one which is not something that's easily done in everything that we do online unless you actually, yeah test it. So these conversion rate experts guy were kind of the pioneers in that field and they had consulted with Google when Google was working on their own AB testing platform and just seem super intriguing and they were looking for consultants.

It was one of the biggest appeal was that you could work from anywhere I thought hey guy I'm anywhere.

Growing Businesses Such As Amazon and Vimeo

So I'm going to apply and eventually got hired as a consultant with conversion rate experts which I still am today. So it's been the best experience of my life to be honest. You get to, you know, I get to work with Fortune 500 clients with the names of, you know, Amazon and Lloyd's Banking and Crazy Egg and Conde Nast, things like Glamour Magazine, Vimeo. And that, it's just an incredible experience just to be able to work with these brands and grow their business. So throughout the years I've been working on that and doing some consulting on conversion optimization with conversion experts and like I said it's the best experience of my life is still going on. So I quite enjoy that. So that's basically my journey from A to Z and I guess I bring to the table of wide experience on how to grow businesses from small to huge where I've grown my own businesses and started from scratch some businesses I have later sold. So I know kind of the whole process of starting it and then growing it monetizing it and eventually selling it to also you know working with huge companies and growing their businesses and making them multi million dollars in the process.

How I'll Grow YOUR Business…

So I think I bring a vast experience enough to grow your business and you know this is how the show started really to kind of share my knowledge and be able to, yeah help you out basically and there's nothing I would love more than to hear someone say, hey I was listening to your show or I'm you know I'm a big fan of your show and I applied some of the things you said and you know I've doubled my business or something like that. That would be, you know kind of the end goal for me to hear something like that. So that's kind of what my KPI is going to be my, how I'm going to judge a success of this show.

So that's about me and what I bring to the table and what can you expect from this show and the next weeks and the next months. This show is going to be launched every week. So you can expect another episode every week. I'm going to talk about pretty much everything that you need to do to launch a successful business and to grow that successful business if it exist already. So things like having you know a good conversion funnel, a good copy writing, things like design, call to action. You know things like social proof testimony also things like that. All of the things that you need to do to grow a successful business and how you can grow your own. I'm also going to bring the table I guess an expertise of mine which I mentioned earlier with the whole body language thing and because we're not yet a hundred percent online, we still have to call people up some time and meet people in person or we get invited to speak in front of a crowd and it's really important to knock it out at the park and so for in each of these show is I'm going to have what I call the offline ignition minute where I'll be talking about, you know just a little tip for your own body language and how to yeah present yourself better and stand out from the crowd when you do have to be offline and meet someone and build your business that way. So that's what you can expect.

How To Reach Me…

So how could you reach me and how can you basically tell me what you think. Couple of ways, first of all onlinemarketingforprofits.com, you can go to the website today. There will be some show notes at after every show. So, basically a transcription of the shows and also all the links to the subjects and third party you know companies or platform I talk about. You'll also comment, you can also comment, leave me a comment on there, on that page about the show and if you have any questions, please do so.

There's also a speak pipe icon there on my site. You can click there, it's super easy, click on it and then it will ask you permission to use your microphone. Just say yes and then you can record your voicemail. I'll read every single comment I get on the online marketing for profits website and also of course I'll hear your voicemail if you use speak pipe and I promise to respond to all of these and if it's you know if it's good question that people I think most, many people could use, could use the answer for, I might feature it on the show and actually talk about it on the show.

So, that's how you can reach me mostly onlinemarketingforprofits.com then also you can subscribe an iTunes, leave me a rating or comment over there. That's also I'll read every single comment I see there and please be honest. I want to know if you like the show, I want to know what you like about the show, if you have any questions but also I want to know what you don't like. Don't be hesitant to be blunt. I love blunt. Blunt is how we you know, we get better at things. So I'm really looking forward to hearing what you have to say on iTunes and getting your rating and your comments.

Finally, twitter or Facebook at Nicolas Fradet. You can easily follow me there. I will post you know some updates and also some stuff that are not necessarily featured on the show on Twitter or Facebook. So I would, yeah if you want to get to me on those platforms at Nicolas Fradet is the best way. Alright, so that's the show today and I'm really, like I said you know this is just great getting started. Just wanted to set the table up. Next couple of episodes we'll talk about a lot of things related to online businesses, copy writing, design, you call to action testimonials, a good homepage. We've got terrific stuff lined up. The first couple of episodes are already uploaded and live. Go to onlinemarketingforprofits or subscribe today to listen to them and I'll see you every week. So I'm looking forward to it. Let's get this show on the road. Let's get this started and I'll see you next time.

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In this first episode of Online Marketing for Profits, I introduce myself and tell you about my not so typical journey: from engineer, to professional poker player, to Fortune 500 conversion optimization consultant. In this first episode of Online Marketing for Profits, I introduce myself and tell you about my not so typical journey: from engineer, to professional poker player, to Fortune 500 conversion optimization consultant. Nicolas Fradet clean 16:19 In this first episode of Online Marketing for Profits, I introduce myself and tell you about my not so typical journey: from engineer, to professional poker player, to Fortune 500 conversion optimization consultant.