 And it's going to be your fault. We didn't use exactly those words. But we tested it. Life Alert. Ever wonder why Life Alert started out so successfully with those shocking ads? Ads that they got sued over, by the way, for causing the stress. You can take some of these ideas that are kind of funny, tongue-in-cheek, and test them a little bit. Because if the data pans out, that's all that really matters at the end of the day. And you're only testing a small subset. I recommend for every month, if you do five tests, make one test crazy, four of them based on what you think is an expert, and the data and analytics will convert to that client. Dynatic versus relative to time period. Want a girlfriend? You can meet single women here. Or home alone on a Friday night. Want a girlfriend by Christmas? What do they know? It's Friday night, and it's almost Christmas, and I want a girlfriend. I don't know, but I'm definitely going to click on that ad. Yeah, I am very weathered. Mentioned prices or discounts of regular $20, or leave it a mystery. Has anyone seen one of those websites? We have to add something to the card to see the price. There are reasons for that. It's the old-school version of it. Our prices are too crazy to share on the radio. Please come on down to Crazy Sam's appliance mart and find out our prices. There are two reasons for that. One, there are legal contracts in place that you can't show so far under MSRP unless the customer has an intent to buy. Most of the time, when you're in Crazy Sam's appliance mart, you're probably going to buy the wash and dryer because you've already went all the way down there. Same thing works online. A lot of times when you see that you can't see this until you add it to the card, a lot of times it's not true. They're just trying to do it as a sales technique. Trust logos versus no other trust logos. Trust logos are a funny thing. It has a Better Business Bureau logo on one of your client's sites. And for those of you that do, you pay the Better Business Bureau the required additional money on top of the membership piece for the right to use that logo. They will sue. Trust me on this. But Better Business Bureau logo is funny. Edward here heard of MyPillow, the pillow king, late night infomercials. He's from My Night in the Woods, Minnesota. Drug addict and pillow king. It's true. He was homeless and then he made pillows. Hold this close. I have him on my pillow. I love it. But overnight, he went from an A plus right into an F. Overnight, the reason doesn't matter, but that really hurt his brand because he focused so much on the trust logo as he didn't do the different tests that were not related to just one of the Better Business Bureau. Trust logo's also got a funny America's Got Talent. Anyone here watch America's Got Talent? Yeah, a couple people. The most common use of the America's Got Talent as seen on an AGT trust logo are the people that got locked out and kicked out for the first round. When you see them at a comedy club, you say, oh, it's Bob Dole as seen on America's Got Talent. I don't know who Bob Dole is. And yes, I understand that it's a real personal and even an example. And, you know, a season lasts like 12 years. So he came out for the first round. He was on America's Got Talent. Weapons of influence. Scarcity, authority, liking, social proof. Sometimes you can put things like, you've probably seen on our website, like you're on Hotels.com. Oh, this hotel's been booked 12 times in the last hour, things like that. You can take that stuff. There's plugins for WordPress that do things like that. Like Sally from Illinois just bought this product, buy it now, things like that. Scarcity, all supplies last. You know, show how many tickets are left. This word camp did that. They showed how many tickets were left. On the ticket page, I believe, it's all word camps. I believe you have that in that ticket system. Consistency. Take the small steps. Take lots of small guesses until you get to the end. Walk into the funnel. Appeal to the eight universal desires. Smile over life. Life extension. Enjoying the food and beverages. Read up from fear, pain and danger. Good penmanship. Comfortable living conditions. Be superior. Keeping up with the Joneses. Keeping up with the Joneses is funny. There are a bunch of people in the WordPress community that travel a lot. A lot. You see them at all the word camps. I'd like to think I'm one of those people. You'll hear me say quite a bit and for those of you in the room who are probably pretty serious with that phrase, I traveled 179 nights last year. I am very proud of that because I am very competitive with two people in the WordPress community. Dwayne from Pantheon. Adam Warner from Sight Lock. They brag about how many miles they do and then I have to keep up with that. And someone said, oh, sorry guys, you guys are all great. You go to a lot of word camps. It's not a competition. It is a competition and I am winning. But it's very funny because I am the type of guy that likes the loungers. It was one of those things where Chris... Chris Edwards. Ah, geez. Chris, Sandy Edwards. They're in Orlando. And I was like, hey, I'm going to see world of the smoothies things, blah, blah, blah. And then Chris was like, yeah, actually, Sandy called me and said that you wanted to do the reserve seating and the diamond chain move and all this stuff. And he's like a chorus demo. It's so bad. There's actually a hashtag called demo experience about how I, when I visit a city, I make people spending accounts go down because I like the Joneses. I like the premium experiences. I am perfect for that sort of technique. Other techniques are we short words. Short words are easier to read. We can think about one of the gentlemen that we looked at in an earlier example. He uses lots of short words in his communications. You can be consequential and global-oriented to hoax. You know, find out here. Ask a question. Has the love left you a relationship? Woke to five senses. Sight, hearing, taste, smell. All these can be used in digital. I used to sell TimeShare. Yep, that was me. I was the top TimeShare sales guy in the country. I mean, a lot of money. Didn't sleep that well at night, but I made a lot of money. But guess what? You know what's sold? Not the math. That said, oh, you're going to rake even blah, blah, blah, and all that because you never took care of my TimeShare. It was magic raking up and smelling the ocean when you're staying at our San Diego resort, blah, blah, blah, and all that wonderful stuff. You know, you can feel the 216th motorcycle engine beneath you because nobody buys from the facts. Nobody. I don't care if you're talking about the CFO of Cisco all the way down to a single mom. People buy in a motion and they justify it with logic every single time. Well, we can use this in our testing. And play and have fun. You can have so much fun with someone else's hand with AV testing. And again, one crazy test or normal test. Look at the case studies. Look at the white papers. You don't want them. I know what some tests you could do. You can go to HubSpot. They have an AV testing lab. It's called BWO. It stands for Visual Webster Optimizer. They have a testing lab. It shows you testing an MLB on your own site and what they think will be the most successful based on what they think they know of their site. But I promise you, I promise you so much, what you think you know when you launch that website will be wrong, it will be. Will that website probably be better than it did before? Maybe. Will it do works? Maybe. Is that okay? Yes. Because guess what? If you tell the client when you launch their site, it's probably not going to work. It will get them in the mindset of saying, this is our best guess. We're going to take all the data we know, all the analytics, all the research you've given us, and we're going to make our best first attempt. And then we're going to do testing every single month. And guess what? You're going to bill for this every single month. And you know how nice it is to be able to bill for 20 hours or five hours or whatever you decide to do in your packages every single month? Not having to get a new client every single week? It is not that hard. And if you get enough at this, it scales up. It scales up fast. One $500 project a day, five days a week, is $100,000 a year. You can easily probably do that with testing if you put the client in the mindset in the beginning. So let's talk about that book and where to find it. You're going to .comsecretslabs.com slash free-book. This is a book by Russell Brunson. He's the owner of the ClickFunnels. He started in the direct response industry selling supplements, how to make potato guns, things like that. He was also featured on CNBC's The Prophet on the ClickSwatch episode if you haven't even know that. I'm going to walk you through how to purchase this book but I'm not just going to show you where the upsells are. Because a lot of people get really mad at me when they spend $500 trying to get a free book. I'm not related to this and I'm getting commissioned but I think it's a really good book that I pulled that chart from and the book's called 108 Split Test Withers. So you go to this page, build the form. Okay, great. You're going to get an upsell offer and say, no thanks. You're going to go through another page. You click no thanks at the bottom of that page. You're going to go through another page. You click no thanks on the bottom of that page. You're going to go through another page and close the tab. Click anything you bought something. You get an email, you unsubscribe if you'd like to. Here's the thing. I have paid hundreds and hundreds of dollars for this training. I really like this training but I give this for the huge caveat. This training is geared in the direct response industry and a lot of people have a really hard time looking past examples of supplements and weight loss coaching and how it can apply to business coaching or to selling TV ads or whatever your market is. The ideas are the same. Just the examples because that's what they focus on are a little bit different. So try one of these free products before you spend on paid products. And again, a lot of these products focus on his tools. The solutions are agnostic. Yeah, they might say, oh, here's what we do with collect funnels. You can use it using any of the tools that we talked about. Same thing with HubSpot. They have a course on boot-driven design which is nothing more than AMD testing on a multi-mutainer basis. And guess what? It recommends that you use HubSpot's CMS because HubSpot's combined with people that are making the course. There's nothing wrong with that. So with that, we have about six minutes. Any questions, comments, or death threats? I have two questions for you. The first one is what do you consider to be good results that you obviously don't want to test and find people who think the other one is good results? Sure. So the question was what is considered statistically relevant? Because let's say you have 20 visitors to a page and you get five clicks, that's 25%, or maybe the sample rate is not large enough, or just do that. That's why we recommend those tools. Because those tools will tell you if you get enough traffic in and if you need to keep testing or if it's statistically relevant or not, or if it's not sure, but we actually give you a confidence score for most of the tools. I wasn't familiar with A, B, T, C, but did it tell you it was something like, you know, I'll do the math for you. So that's why I recommend a third-party tool. And the one thing I really recommend highly is to use a professional tool because if you do this on your own and you route the traffic on your own, you will run the real risk of Google indexing your test. And that's the last thing you want to do is you don't want Google to index and test until it becomes production. So I use VWO personally. I'm not saying it's the best. It's just what I personally use. And the way that works is you just put a JavaScript in the theme file and it will change it on the browser side on the fly. So it actually doesn't change it in the production side. What are the tools that you set for Google? Optimize Elite or VWO? Visual Website Optimizer. Are the two I personally am used? There are a lot out there. There are some native WordPress plugins. I'm not saying those are bad at all. Just don't names you use A, B, T, C. That's just what I'm familiar with. Play them out with them. You can get free trials for most of these and find which ones that you like. So in picking a winner, is there a certain distance that you need between the two variants? So if one person wins, or one variant wins by like 1%, like that's not enough. Is there a certain difference? Sure. So what's the percentage difference between the winner and the next variant is? VWO usually loads between 6% to 12%. So I really rely on their algorithm. But I look for at least a 10% difference and a 10% lift. And I try to produce out of different parts of that same property. And I like to at least get 20,000 people through a test before you can consider the results. Your mileage may vary. If you have a low traffic website, only test one thing at a time and it might take you two and a half weeks to get a result, but these same blocks are still available. Somebody else have a question? It's going to be directly related to the goals that we set down. So every test I do, I write down O with the client and we say we're going to change this and we're going to change this body color to red because we believe red is a color that's going to make people want to click it. We believe this to be true because of this case study we read, blah, blah, blah. So look at the case guys and look at what's most important to their bottom line and what's going to give you those quick wins and look at the site and use your expertise and say, you know what? They really care about card abandonment. So maybe we'll try a different card. We'll try a single page checkout versus a multi-page checkout. And just look for those quick wins because those first couple of months you have to have winners. Otherwise the client's not going to believe you when you say this process does work for this given time. You need to look at three months of nothing but we know what doesn't work. So I would say look for those quick wins based directly on what they care about. Can I answer your question? Anyone else? Okay. I might throw out the 815 BWO and optimally our paper because I want to try to optimize for a lot of Google. Yeah, optimized by Google's free. We love it, yeah. BWO doesn't refreeze here though. So, you can run 5,000 people I believe to do a test. So it's good for low traffic websites and if you have a single product. But the other ones are paid. BWO. And optimally it's like a 14-day trial. What's your experience? Best thing to do is go to growthdrivendesign.com download their Excel sheet fill in your rates and use what's in there. They've done the math. They've tested hundreds and hundreds of agencies. I take their examples. And it all depends on your hourly rate. So if your normal hourly rate is, you know, $100 an hour and you think for this project it's going to take this long, five hours for research, five hours for this, five hours for that. You just kind of fill it out and you say, okay, in a perfect world how much would it cost me to build a package for this? And you offer a good, better best. So you do your ideal scenario. You have that in half that you're good and then you go to the middle for the better. 99% of the time people will buy your middle package every single time. Because you have a throwaway package. No, it's too cheap. I'm not cheap. No, it's too expensive. I'm not Rockefeller. I'm going to do the middle one. So you need to look at the profit. You can say how much time would I spend if I had a blank check for that between the best job for my project. Which one? Growthdrivendesign. Maybe one last question and then we'll have to be done. Did you have a question? Okay, cool. Thank you so much. I will be around. My name is Mike Deming. You can find me at mtmichwitter.