Stick Like Glue Radio #197 On this special episode of Stick Like Glue Radio, I interview 14 year digital marketing veteran and best-selling author, Justin Christianson. Justin is the author of Conversion Fanatic and we talk about all things online marketing! Don’t miss this powerful show!
On this special episode of Stick Like Glue Radio, I interview 14-year digital marketing veteran and bestselling author, Justin Christianson. Justin is the author of Conversion Fanatic, and we talk about all things online marketing! Don’t miss this powerful show!
Main Questions Asked:
- Tell us about your journey into digital marketing.
- Talk about doubling profits with A/B testing.
- Are you primarily in the PPC or FB marketing?
- What is a good customer for you?
- What is the process in helping someone stand out?
- Has anything changed with regards to pain and pleasure points of consumers?
- Do you agree with swapping out one element at a time in A/B split testing?
- Do you ever split test a pain and pleasure ad?
- Talk about the 5 Pillars of Success.
- How do you know if it’s a hungry market and worth going in?
- How do you double leads and sales via website optimization?
- How does consistency impact search ratings when it comes to SEO?
- What is the tipping point?
- What 3 things can a small business owner do to drive more eyeballs to their website?
Key Lessons Learned:
- The organization is a full service conversion optimization company, which helps online advertisers to split test.
- The company analyses conversion numbers, look at user behavior, competitor analysis, and market research.
- The highest leverage point is found to roll out testing on behalf of the clients.
- Conversion Fanatics works primarily with paid channels such as Facebook, Google PPC and display, and YouTube content native ads, and getting the most out of onsite advertising.
- The sweet spot is $5M-25M in revenue, and up to $200M.
- Conversion Fanatics works with 75% B2C customers that are E-Commerce related and 25% B2B.
Standing Out In a Digital World
- You have 7 seconds to get and keep attention of someone in person, and 3 seconds online.
- It’s crucial to understand what makes visitors tick.
- It comes down the basics of understanding the pain and pleasure points of the visitor.
- People typically buy to avoid pain or gain pleasure.
- Lead with the benefits of ‘what’s in it for them’ instead of tying it back to the features of the product or service and how great you are.
- There is a rise in content advertising, which requires a level of education to lead people to the next step to opt-in or purchase.
- You need to understand what your competitors are doing, how you are different in the market, and your USP, and tie that back to benefit.
A/B Split Testing
- Conversion Fanatics has run more than 1,500 split tests over the past few years.
- Justin is a firm believer in incremental changes, and is not a fan of multi-variant testing.
- Multi-variant testing brings mixed and inconclusive results.
- It’s best to allow data to be the guide and back that up with best practices.
Pillars of Success
- Hungry Market.
- Ensure people are really seeking out what you have on offer.
- Find something that’s selling, and make it better.
- Viable Product.
- The product has to deliver on the promise.
- Have Systems and Process In Place.
- Traffic systems.
- Operational systems.
- Optimization systems.
The Hungry Market
- If there is a bunch of different products being sold, it is a hungry market.
- Google what is selling in a particular market as your first step.
- Check affiliate networks for customer acquisition CPA networks that have the offers running.
- How saturated is the market, and what is the cost when it comes to keywords?
- If someone is buying and selling, then you can see a companies spend.
- If the product or offer is new or groundbreaking, they will typically have less traction.
- You will need to grind in order to figure out what the market needs and what messaging corresponds with the pain points and how the product interacts.
The Myth of Free
- This concept is in relation to the myth of free advertising and traffic.
- Free traffic comes at a cost, whether that be time, effort, or money.
- Free messages often take a lot longer to gain traction.
The Tipping Point
- This is when it comes to your results.
- You spend $X to generate a lead or sale cost per acquisition, and your $X order value.
- The tipping point is when the average order value exceeds the cost per acquisition.
- The tipping point is when you start scaling.
Tips for Small Business Owners
- Lead with a strong benefit driven headline in 16 words or less.
- Make sure you have strict congruency from your ad to your site and process.
- Make your next step extremely obvious.
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