 Welcome to the guide to conversion rate optimization. People do conversion rate optimization because traffic is expensive. If you're able to produce a website, a landing page that has a 7% conversion rate instead of a 3% conversion rate, you're basically making two times as much money with the same amount of traffic paid. So you wouldn't even call it life hacks. It's more like fundamentals of internet marketing, fundamentals of converting a person who doesn't know you into a paying customer. It's very, very important because nowadays traffic is becoming increasingly expensive and people who don't do CRO in the first place are losing out big time. So this is a big subject, but it's very, very easy and simple to understand. It may be hard to implement and execute, but for you it's easy to understand. So use this as a master guide, this document and stuff for all things CRO and best practices. But I'll go through the elements of CRO with you as well as break down some of the landing pages that I think are doing a very, very fantastic job so that you can just look at what your competitors are doing and just emulate them. I put here, see what the top docs in your industry are doing and go analyze their web pages. These guys have spent like millions developing them already. So don't reinvent the wheel, just take what's working from them and just imitate them. Just literally take all their R&D and just use it as your own. So elements of CRO, let's just get right into it. All right, so number one, people normally do CRO based on product page or landing page. It's a very, very optimized page that drives the customer to do one thing, a singular focus drive customer to purchase or an action. Okay, and an example of that would be this website right here, formtests.io. This is the landing page. As you can see here, you literally cannot do anything. I'm clicking all around, but I cannot do anything else. There's nothing that's distracting me from the singular focus of entering my website to get to my next step, which is they are going to help me test and analyze my forms. So this is a very good example of how a singular focus of the landing page, you should never allow people to make more decisions than one decision. And that's very important. That's something that people don't realize very often. By doing less, you're actually doing more because you're getting more result from this page. There's only one option for the person to do, which is put their contact information in. Okay, same thing for a landing page like Zoho, what they run. As you can see here, you only can put in your information right here. You can't even go into the other pages. As you can see, I can't press anything. If it gets started free, it gets me up to the top page. There's literally no other option for me to go out. I only can convert into a customer if I'm interested in this product right here. So for example, if I'm running Google ads and I drive traffic to this page, I only can collect the lead. So that's for a lead gen business. So cut out all the unnecessary things and ask yourself, will this drive my customers to the purchase? So everything you include in your landing page right is very intentional. There's nothing that is being wasted. It's time and space of the customer you're paying for that traffic. So don't waste your time and get right to it. Show them the value that your service or product is giving and put it in there. So that is basically that point right there. Cut out everything. Reduce friction to the call to action. So make it very easy for the call to action to be done. So as you can see here, I can click here. I can click anywhere else. Then after scrolling down, it's easy for me to get back. It's easy for me to go to the purchase. It's basically reducing friction as much as possible because people are lazy. Like straight up. People are very, very lazy and you must give them the path to least resistance to the purchase. By doing that, you're removing the thinking aspect of it and you're able to convert much higher. Next one would be website copy. So speak about what you can bring to the customer and not about you. Let's look at something else. Check out this landing page by Market Hero. They are email marketing software. So if you can see here, check out the copy. Build a $1,000, $5,000 per month business in 30 to 60 days. It's very, very specific without any investment or experience. Very, very specific. They understand their target customer. They understand what the product brings to them. And it talks about what it brings the customer, which is ROI profit. It doesn't talk about the product itself. Only afterwards, then they start talking about the product and what a Market Hero actually is. But just like that, all the website copy should be like that. So for example, let me see. So full Market Hero access. This may be a headline, but how do they sell the product? How do they sell it by automate the entire business for passive income? To me, when I read this, it's speaking to the customer. It does not tell me what the product does. It tells me what the benefit is, what it actually does for me. So always what's in it for me. Next one, full inter-optin access. I have no idea what is inter-optin. But they tell me immediately through this sub headline, automate getting traffic and leads instantly. Or the words automate the word instantly is very appealing to the customer. So website copy, everything should be intentional. Everything should be speaking to what the customer wants. And their pain points, not about you. Not about what the features are. So clear call to action buttons. All call to action buttons should have high contrast, easy to press and optimized for mobile. So high contrast and easy to press is quite self-explanatory. Very big, easy to press, high contrast against a purple background. Let's see here, conversation lap. Easy to press, as you can see so much real estate right here. So easy to press. My eyes just direct to this. My eyes, my eyes, orange, orange, eyes, eyes. All right. And that is what I'm getting. Easy to press, yep. Self-explanatory and optimized for mobile. So what that means is the call to action button should be super big. Should be stretched out all the way. Okay, that's the worst. Okay. So in a mobile setting, it should stretch to the width of the mobile phone. If it goes to the iPad, for example, it should stretch. Okay. So it's not iPad optimized. Right. I go to the phone, it should stretch all the way to the width. It should not be some small button right here. It should be very, very big, easy for my thumb to press. Easy for my thumb to press. Okay. So that is that for call to action buttons. Clear call to action button at the bottom of the page to remind them how to buy. All right. So as I was saying just now, as you can see here, I could put my lead information in here. And then when I scroll down, there is another option for me to call to action at the bottom. Right. I don't want to have to scroll up all the way just to fill out my information again. And that's what I mean by reducing friction to the purchase. You make it super easy for the customer to do just that purchase. Right. So scroll up. Right. So there should always be call to action buttons in between as well. That would be good. Let's see which other, let's conversion lab do this. Yep. So they have call to action buttons in between as well. So anytime that I want to go up, go up and put my contact information in, super easy. Right. So if I put here any help design immediately opt-in form comes in and I am opted in. All right. So that's it for clear call to action at the bottom of the page reminding people how to buy instead of because people are lazy. Instead of people scrolling up, you give them an option to easily press. Right. Next social proof. Every landing page has social proof. If you don't believe me, check out every good landing page. Of course. Right. So let's check out the social proof here. Credibility is important. Right. So. Okay. So this one doesn't really have that's quite interesting. Okay. This is social proof. Right. This senior marketing manager is saying something. There's a case study right here. Right. The results they've gotten. Yeah. Maki Hero does it very well. You can see social proof. People posting on Facebook. So real comments, real likes, real shares. Very, very credible. Let's see whether Zoho does this. Okay. So maybe Zoho is a very, very big company. But okay. 150,000 businesses. Right. Social proof. More people saying good things. Yep. So you kind of get my point. Let me show you in an e-com setting. Social proof is very, very powerful. Look at this. Look at this. Amazing. Fantastic reviews of the product. Actual images of the product itself. Allows me to really see the product in action. Fantastic. This is very, very good. Okay. Objection handling. Social proof education and FAQ. What this means is when you're trying to close the sale. Close a purchase. Right. Via a landing page. You need to handle all our objections. Right. If you're aware of our product, I'm able to actually allow and convince myself without any human interaction why I should buy this product. Okay. So that is really in the form of an FAQ where people are answering the person who has created a landing page. Basically answers all of the objections that you could probably have. All right. So I'm scrolling down here and seeing which landing page actually does that. Let me see. All right. So you can see here. There's Ecom as well. Ecom selling golf clubs. All right. This is a product page. So this is social proof. Ah, sorry. This is objection handling. 60 day guaranteed refund. Why would you love your new whatever? Who are these designed for? Right. Let me see if I can find another. I think I saw it. Was it on conversion lab? FAQ. Sorry. Just give me one second. Did I see it just here just now? Okay. So nevermind. Yep. It was this. Yep. So as you can see Ecom frequently asked questions. What's what's up with this power bank? How do I charge my devices? How does it work? How many times will it charge? Right. The bag size of laptop capacity, everything that I've ever wanted. Everything I've ever asked about this bag. I have it all answered in this FAQ. Really fantastic. Okay. Next, engaging useful videos. Okay. So the product should be focused, but people present. What this means is when you are making, engaging or useful videos on your product page itself, you should always include people if possible. Right. So as you can see, this brand does it extremely well. They have product focus. Right. Everything is about this bag. You can see the several aspects of this bag, but they are people present. The reason why people being present is very important to convert is because it actually shows people actually using this product and not just you trying to advertise it. Right. So it adds a credibility and additional social proof, but it also shows how a person will be using it. Right. So people present. Let's see what else people present outdoors nature, people, people. It's really great when there are actual people and their faces as well. They will be absolutely fantastic. It's your product. People are using your product and your face. Usually they're happy that they'll be even better. All right. Navigation and site structure. So in terms of navigation wise, a landing page itself, right, it'll be good to have no navigation around. Right. It's trying to reduce all distraction as much as possible. But if it was an e-com wise, it's okay to have all of these tabs right here. Okay. So that's navigation and site structure push notifications. So push notifications is when you come onto a site and they actually have a pop-up or a plugin installed to get you to install notifications. And let me show you an example of that. So you can see here digitalmarket.com. Once I scroll through around 75% of the page, they have this notification, push notification, asking me whether I want to subscribe to notification. So they're going to come and bring me into their email list. If I say yes, please. Okay. So that is meant to retain traffic as much as possible to bring traffic that you have bought into traffic you own into your email list or whatever. All right. Page speed. Page speed is super important. Okay. So you can go to gtmetrics.com or you can go to page speed insiders as insights by Google and you run the page speed test. Right. GT metrics is actually a very difficult, I would say the metrics on here. Once you load up your site, it's usually slow. The great thing about GT metrics, I feel, is they are waterfall. So you actually can come in here if I press analyze and Google has Google page speed insights as well. You can use this. Right. And you just put in your URL into this form right here. And then you can get insights about your actual page. So this allows you to analyze what is happening and what are the choke points in this funnel. So, I mean, Google is fantastic. Right. I love GT metrics because you can come in here and go to the waterfall and you can literally see what is holding up the choke points. Right. So Google is a fantastic website. Obviously they're getting an A, but your website is probably not. So you can probably come in here and see what is the choke point. So the ones that are very long latency, those are the choke points that you should identify and then remove them or change them in some way to increase page speed. This is actually a ranking factor when you're doing Google ads, especially your page speed is actually part of your Google ads. They will identify whether your page is fast, optimized for mobile or not. And if it is, then they'll actually bump up your search rankings. If not, then they'll reduce it. Same for SEO. If they actually is fast, your page rankings will actually go up. Right. So there are two tools that you can use, GT metrics and Google page speed insights. And then you can literally see some of the suggestions that they have given and then implement as is. So as you can see, you can really just identify what is the problem and then go and fix it. Okay. That is for page speed. Next exit intent pop up lead magnet. This is super important. And let me show you what it looks like. An exit intent pop up is when you have, you're leaving the page, okay. And then you actually move your cursor towards the tap towards closing this browser. Okay. And what happens is there's an exit intent pop up that comes up and this will basically allow you, allow the, the marketer, allow the brand to capture email in some form. It's important to actually implement this because if you're paying for traffic, you want to maximize the people who are actually coming into your funnel. And the only way, I, I guess people who are on your site already and are planning to leave, it is best to capture the email in some way because you know, they may not be so interested and they may be, may be the last chance for you to capture the information, right? So Ryan dies here, digitalmarketer.com can see, save up to 90% on our best selling products for visualize sale, right? Extremely enticing. Let me see what's up, right? So before I left the site, I've become sort of into the funnel and gone into another site. So this is the landing page I saw just now. Yep. And then as you can see here, they're trying to upsell me something, the course right here, I guess. And yeah. So normally what happens is exit intent will normally offer a discount for some more 10% off discount and then you put in your email and then you get it, right? So this is a different type of exit intent, but that is what it is. Okay. So we're important because you're paying for traffic. So it might as well get the most off of it. And the last one would be introductory pop up lead magnet. This is optional because if you already have exit intent, you may or may not want to put an introductory pop up lead magnet because it may be too spammy, right? It may seem like the site is too spammy. So I would naturally suggest this. This is an option, optional choice, but you may definitely use it as well. Let me show you what, how it looks like. Okay. This is what it looks like. This is an e-com store selling bags, the same site just now, and they receive 10% off your offer while signing up now. Okay. Then the email address and opt-in right here. So this is what happens when I visit the page for the first time, right? So I don't want it and I can go and continue browsing. Okay. So that's about it for conversion optimization. Every page is intentional. Every word on your website is intentional. Don't waste people's time. Let them know what's up. Let them know how you can transform their lives, make their lives better through your product or service. And all these resources are available in this checklist that you have used right now. So please use this as the master guide, right? Use this as seriously as much as possible to really increase your conversion rate. All right? All of the links here that I've put and I've shown are all in here as well. So you can check it out as well. All right? So let me just go through here. In every single niche, it's the same concepts. If you're in a different niche as a software agency, e-com, like literally any other niche, these are the same elements and you can implement them into your product pages and landing pages. All right? So this is an agency selling conversion rate optimization. All of these are actually really good, by the way. That's why I show you them, right? So as you can see, this is market hero selling email marketing software, same concepts of supply, social proof, video, engaging video person, people present, Zoho software as well, lead generation, contact information here, everything, super clean, social proof, call to action at the bottom, formtest.io. This one is, I'm not very sure what this is, sorry, but very clear call to action. Digitalmarket.com, exit intent pop up and the site is generally quite good. Yep. So got e-com, selling bags, physical product, extremely good landing page as a product page. You can see social credibility, trust, badges, people present, good copy, additional social proof, credibility, call to action, frequently asked questions, extremely good social proof, social media, reviews. All right? And then as you can see here, call to action back to the top. So I don't need to scroll up and choose to order now. Okay. Last one would be this very simple selling golf, golf clubs, e-com. Same thing, social proof, photos, okay, they definitely can improve this by, this definitely can improve, by the way. You can put in more images about people actually using the product and stuff. Yeah. Okay, sold out, trust, badges, FAQ, customer reviews, additionally, upsell, buy more, credibility, credibility. All right. Yep. So you can see, conversion optimization is just convincing the customer from a person who doesn't know you into a paying customer. That's all it is. It's laying it all out there and letting your customer understand the value of your product or service. All right. I hope you've enjoyed this video and seriously implement all of these elements into when you're building your landing pages or product pages. And I'll see you in the next video.