Improving conversion rate (PIPE FRAMEWORK)
Lesson 49 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Improving conversion rate (PIPE FRAMEWORK)
Lesson 49 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
49. Improving conversion rate (PIPE FRAMEWORK)
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Improving conversion rate (PIPE FRAMEWORK)
Now, improving your conversion rate is literally the goal of pretty much every single online business with the website. But the reality is that 99 per cent of websites out there are getting conversions and they have no idea why. And most importantly, they have no idea how to improve it. Now, if you have a website for your business, this particular lesson is going to be a game changer for you. And the first step is to install a little software called Hot Jar to your website. Don't worry, it's absolutely free. But what does is it simply gives you a screenshot and also an insight in regard to what your customers and visitors are doing on your website. It actually shows you recordings of where that mouse is moving, where they're clicking, what they're clicking most, what they're not clicking. So it gives you an idea as to what can be improved on your website to increase your conversion rate in the simplest way possible. Now, I'm not going to waste any of your time in this course, showing y...
ou how to install hard job cost there. Millions of youtube videos out there for free to show you how to do it. But once you have it installed, give it around a month to actually gather some data. So you can actually start to learn from what you see on your website. And what I usually do is at the end of each month, I basically take some time to watch the recordings and basically spot any opportunities to improve my website. And the user experience. For example, on my branding agency's website, I've had plenty of times where a certain button hasn't been working, for example, and I've never known about it and I only spotted it from checking my hot data. A month later, I was actually seeing clients go to the page and want to book a call with me. But the button wasn't linking up to where I needed to go. And if I didn't see that within the hot jar data, I could have literally have lost out of thousands and thousands of pounds worth of business. Now, that's a really simple example, but there are more subtle examples too, like for example, when I was working with a client and we were reviewing their hot jar data over a period of six months, is the customer was interested in buying their product, but they were just not willing to invest the time in answering the 30 questions quiz that was required before they actually purchased the product. So this company's conversion rate was 0.7 or something around that number once we shortened the quiz and made it far simpler for the customer to purchase a product, the conversion rate went to 4.3 per cent and this method of continuously improved in your marketing funnel is what I like to call the pipe method. So it ultimately resembles a pipe with water running through from the top to the bottom. The water coming through the top is the customers that are aware of what you do and what you sell. And the water that comes out the bottom is essentially customers that have bought from you and who actually have became paying customers. But it's a pipe in between that we really need to care about because we could have all the water in the world coming through a pipe. But if there's two of hall and tons of things wrong with the user experience on the website, for example, or any aspect of the customer journey, it doesn't just have to be digital, then you're not going to be getting the amount of customers that you should be. If your pipe was fully patched up and ready to go and you can think of your pipe in two separate parts. The first is education and consideration and the second is conversion. So for example, a customer could come through the pipe and become aware of you and then they come to your website and there's no reviews, there's no examples of your work. There's no testimonials that is a huge hole in your pipe where most of the water is going to come out. Is it possible that a little droplet actually makes it out to the other side? 100 per cent, you could actually get a customer even if you have zero reviews and zero projects and zero case studies. But the reality is that per cent of the customers that come to your website are not going to buy from you. So maybe you invest some time in getting some testimonials in the reviews and you add them to your website. Perfect. Now that hole in the pipe is patched up and the water can travel further down the pipe until it gets to conversion. And maybe some other holes in the consideration phase that you need to patch up. But that was the most important one. That was the priority, the biggest one that was causing the biggest issues. Now we get the conversion and maybe they want to buy your product, they want to buy your service. And the same thing happens to you that happened to me, the button doesn't work and we didn't know about it because you know, sometimes when you're building a website, stuff like this happens, you now have a massive hole in that pipe where all of the water is escaping and once you patch that up, yeah, some water's gonna still escape because some customers are just not ready to buy. But what I'm trying to say is if you strategically look to improve, using hot jar within your website, so you can actually see where you customers are coming from, what they're doing on your website, what their behavior is and how you can convert more into paying customers. Then the reality is you can get far more water coming out the other end of that pipe. Now, I would seriously suggest that every single person who wants to start a business and actually grow a business, take this approach when it comes to consistently improving their marketing, their website and every act in every touch point of their customers journey. And if we assess this approach in regard to cost, I would give it a 10 because it ultimately costs nothing. Hot jar is absolutely free unless you get one of their premium options, which to be honest, you don't really need for at least the first year in regard to energy to set up hot jar literally takes about 10 minutes to put on your website. It's literally just copy and pasting a piece of code into the header code your website and that probably takes seven minutes altogether at most. So I would score that a nine. Now energy to maintain a score at the six. And the only reason I scored a six is because it does take a little bit of time every month to check the data and to ultimately note down the different areas of your website and the overall experience that your customers are experiencing, to improve it and to make it better. But in regards to it has to be a 10. And I'm not saying that because this is my model and my framework, but I'm saying it because for the last decade, I've actually seen this work time and time again. I have used it throughout all of my businesses. And it is ultimately one of the things that I learned, which has ultimately made me a great deal more money than I deserve I think and also helped me to understand marketing to a certain day agree that I think most people just will never understand it. And the best thing is you don't need to be a genius to understand marketing. You after installing hot jar and reviewing a couple of months' worth of data are going to be in the same boat, you're going to understand the process and the value of really applying this approach. Anyway. I hope you find this lesson helpful. I hope you find my method and model helpful. So I look forward to seeing you in the next lesson.
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