Without hacking, guessing or expensive ad testing
Presented By: Sue Howard
Turn Your Funnel Into a Conversion Factory
How To Convert Prospects at Breakneck Speed?
You stop listening to gurus and start listening to data. Hi, I'm Sue Howard. I use data to turn marketing into a science that drives down ad spend and drives up your profits.
The Problems with Funnel Hacking
Funnel Hacking is a great strategy for quickly doing what’s already been done. But why would you want to do that?
You have no idea how successful the funnel your hacking is.
Even if a funnel is converting, that doesn’t mean the funnel itself is responsible for those conversions.
“People don't buy what you do;
they buy why you do it."
- Simon Sinek
It's not going to fly if
your "why" is because
he or she did it
Your Offer Isn't Unique
Not Enough Research
You Don't Know Your Audience
Copy is in your words, not theirs
The #1 Reason Funnels fail
It's not your voice you need to find. Your customer's voice will take you past the finish line
Identify the gaps in the marketplace created by your competitors to create your unique offer
Your avatar is a fictitious character created out of thin air, instead of one defined by data
Research What's Been Done To Define The Future,
Not To Refine The Past
Create a unique offer that addresses your competitors’ blind spots with competitor research
Match your offer up with an audience that will buy with Audience Research
Curate copy that converts with Voice of Customer Research
Less than 1-3% Link Click Thru Rate on Facebook Ads
Fewer than 1% are buying
Aim for a buy rate of 1-5%
With every funnel comes a black box that holds the secrets to increase conversions
Less than 20% opt-in for your free lead magnet.
Fewer than 1% are clicking on your ads to visit the landing page
Less than 20% Opt-in
3 Symptoms of too little Research
CTR (All) <=1% on mobile: Change copy above "see more:
CTR (Link) <=1%: Test new copy
CTR (All) <=1% on desktop: try a new headline or image
Summarize the important details with sub-headlines. People don’t read, they scan
If they’re clicking on the button to visit the order form and then going back to the sales page, your sales page is missing something.
If they’re scrolling without reading, the content they care most about is too far down
If LPV < CTR (Link) test page speed and get it under 3 seconds over 4g by compressing images at TInyPNG.com
If they’re reading your copy but your buy rate is <1%, confirm you’re addressing their objections and frequently asked questions
If <20% aren’t opting in, make sure your copy highlights their biggest pain points or most desired gains in their words
If heatmaps show they’re bouncing after reading the headline, test a new headline
My lifestyle ladder leads to coffee
Your Copy Must Convince Them Your
Offer Will Move Them Up
Their Lifestyle Ladder
This can only be achieved by using
their words. Not Yours.
Curate the words your ideal customer uses to describe their:
Objections to offers like yours
Our Goal Here Today...
What you must know before you begin
Where they hang out online
What online communities do they contribute to.
Your Avatar is not a fictitious character or an earlier version of you. It needs to be a real, human that is experiencing the problem your offer solves.
What other offers are they likely to consider or have already invested in.
Alternative Solutions To Your Offer
Who Your Ideal Customer Is
It’s Not Your Voice You Need To Find
Your Customer’s Voice Will Take You Past The Finish Line
Search discussion forums, social media posts and review sites to collect words written in the voice of your ideal customer
Use exit-intent surveys to collect feedback from prospects and thank you page surveys to collect feedback from new customers.
Request interviews from your existing customers and prospects.
3 Strategies For Curating Copy That Converts
Where to Mine For Messages
TrustPilot.com Podcast Reviews
Thank-you page surveys
Exit Intent Surveys
Webinar chat transcripts Facebook comments Facebook Live comments Facebook posts
Customer service emails
Customer / Prospect Feedback
Words written by your ideal customer
Reviews, posts and comments that get lots of likes or replies
Two to 4 star reviews
Stories of triumphs and tragedies
Common words they use
The words they use to describe themselves
What To Look For
Sample VoC Report
What To Do With Your Research
Research won't do you any good if you don't know how to apply it
How to use your voice of customer research
Address objections they have to offers such as yours and highlight the most sought after benefits in your nurture sequence
Used polished version of curated copy for headlines and subheadlines. Address their objections within the copy and the frequently asked questions.
Use a real life story of triumph or tribulation in your ad copy
If You Want More Help
Research, Copywriting & Coaching to:
Create a stand-out offer with competitor Research
Match your offer with an audience that will buy with Avatar Research
Craft copy that converts with Voice of Customer Research
Coach Till Converting (Group coaching)
Find and Fix Funnel Leaks with Diagnose My Funnel
Done-in-a-day Sales Page Revamp
Coach Till Converting (Group coaching)
Convert More Prospects at breakneck speed with Conversion Rate Optimization
I offer DIY, Done-With-You and Done-For-You Services and Tools to:
[FREE] Grab Your Goodie Bag
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