Our CEO, Chris Mechanic, gives a speech at Digital Summit 2019 on how to improve conversion rates with empathy and love.

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Transcript:

Digital summit, what's up?

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I realize that I'm the only thing

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standing between you and a cocktail,

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so I'm gonna make this quick and dirty.

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But it's gonna be useful for you.

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So I'm Chris Mechanic.

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I'm co founder and CEO at WebMechanix.

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We're a performance based marketing firm,

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we do a lot of search
a lot of web analytics

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with a deep technical expertise.

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So essentially, I'm a growth hacker.

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At the end of the day,
I'm a growth hacker.

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I am very technical myself.

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I know how to write a good headline.

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I know how to drive traffic.

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I know basically, how to
build businesses online.

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And I don't love the term
growth hacker, but it is,

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fairly descriptive of
what it is that I do.

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And in building businesses,
there's a lot of things

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that are important, but one
of the most important things

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that's not often talked
about is conversion,

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which is the art and science

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of getting human website visitors to act,

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to buy something, to fill out
a form, or request a callback.

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And the unfortunate
fact is that ironically,

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many of us lack

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much tact

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when it comes to

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the idea and the act of
getting human visitors to act.

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We're all interested in trends

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and tips and tactics and hacks.

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But we often fail to ask about
the most important thing,

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which is the human on the
other side of the screen.

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So our landing pages in
our funnels fall flat,

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they lack impact, because
we're all doing the same thing

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and it's no longer working.

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Download my white paper, smack!

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Fill out this form with nine fields.

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Register for my webinar, bang!

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Social security number, please?

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It's funny to say, but
this is exactly the way

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that some of us go about
our day, building traffic,

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driving traffic into funnels,

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acquiring users and building lists.

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It's like where's the
humanity in all this?

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Just think about the language that we use

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building lists driving traffic

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into our funnels and our
squeeze pages, it's combative.

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It sounds almost as if we're

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herding cattle, or preparing for battle

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getting ready to pillage
on some villages, isn't it?

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The fact is,

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language creates reality.

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And the reality is this
is that we're all doing

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the same thing and it's no longer working.

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We're driving traffic into these funnels

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and the squeeze pages.

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Average landing page
conversion rate is 5%,

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5%!

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Considering all the time
and the money spent,

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considering the extent to
which we analyze and segment

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and target by intent
and customized content

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and verify consent and track
and optimize on micro events,

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5%?

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Something must be wrong.

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Maybe it's the lighting,
maybe it's the song.

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But the fact is, something's wrong folks.

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Now,

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forgot the rest of this song.

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So excuse me while I
consult my notes here.

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Maybe it's the lighting, maybe it's song.

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Or maybe it's that this
traffic that we're driving,

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these users that we wish to
acquire, are distinctly human.

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And they're wired with
feelings and emotions

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and thoughts, but we treat
them almost like they're bots.

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So maybe the secret to conversion

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experiences that fit like a glove,

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is infusing that experience
with some empathy and love.

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Thank you very much.

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(audience laughing)

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(audience clapping)

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Love, folks.

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Love you, remember Levi.

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It's all about that love.

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Now, what is it that we're all doing?

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What is it that we're all
doing that doesn't work?

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And I almost guarantee you
everybody in this room,

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does this including us
with many of our clients,

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and it's not our fault

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because the best practices
that we've been taught

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by the likes of IBM Watson,

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the smartest machine learning mechanism,

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has still not figured this out.

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They're doing this thing,
register for my webinar, bang!

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Nine form fields, very
small amount of value.

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Consider, the user has clicked
on something very specific,

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and they're greeted with
this, a tiny bit of value,

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and a whole bunch of form fields

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asking for very specific information

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that is not in any way related
to this webinar at hand.

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Job title

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and boom, sales force.

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These are mammoth companies.

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And it's not our fault for
wanting to follow them,

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they're the best practice leaders.

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And then look at this aim, okay?

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They're driving their
traffic into these funnels

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to convert on these long forms.

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It's like who are we even talking about?

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Like, are we talking about humans?

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Just listen to the
language that we're using.

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Now, to illustrate this,

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I wanna basically take this offline.

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Just imagine that we're
offline, we're humans.

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And at the end of the day,
a landing page is a sale,

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it's a micro sale.

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And many of our human
interactions are also micro sales.

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Daniel Pink, I think, wrote a nice book.

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To sell is human.

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A lot of the interactions
that we have are human.

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Where are gonna go for dinner, babe?

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I want Mexican.

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Well, I was thinking Italian, okay.

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That's like a little sale.

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But let's take this completely offline.

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And let's think about a sale.

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That one of the most important
sales that people make,

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particularly men make in their life,

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which is acquiring a spouse or a mate.

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So I'm a guy, right?

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Let's say that I'm not online,

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let's say that I'm in a club
or a bar, and here I am.

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(upbeat music)

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Okay, I see somebody that I
like I wanna talk to them.

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Now I'm gonna take the approach

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that we're taking online right
now I'm gonna go up and say.

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(clicking)

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Hey, party thing.

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(clicking)

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A small amount of value, right?

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Superficial compliment.

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I'm gonna say.

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(clicking)

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Let me get that first name, last name,

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email address, phone number,

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dash separated, no
parentheses, please, 10 digits.

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Is that gonna work?

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Probably not.

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For the purposes of research,

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I've actually tested
this pretty extensively,

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and I had a conversion rate
of exactly zero percent.

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Literally zero percent.

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But what would you do?

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Right?

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What you would do in
real life is the same.

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(upbeat music)

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But then you would spark a conversation,

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you would create some
contextual relevancy,

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you would comment on something

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that's happening in the environment.

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You might crack a joke or tell a story

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or otherwise build rapport.

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And then you have a much better chance

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of collecting that users information,

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right?

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So essentially, we've
got it exactly backwards.

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We've got it 100% backwards,

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we need to flip this
whole thing on its ears,

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because the order of information matters.

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If I say a sentence to you, or
if I say a paragraph to you,

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and there's multiple sentences
and then you start flipping

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the order of the sentences,
it changes things.

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So we've got it essentially
exactly backwards

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and it's not our fault,

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we're following best
practices that Salesforce

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and friggin IBM Watson are using
and maybe it works for them

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because they have that brand recognition.

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But if you're a smaller player,

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you gotta be a little bit more tactful

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in how you go about doing things.

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So what I'm gonna show you
guys right now is first,

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a handful of just general best practices.

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I've designed this in such
a way that I'm assuming

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that you don't have robust
design or development teams

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that have nothing to do.

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I designed it in such a
way that it's accessible

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for the everyday, folks.

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So here's some easy things
that you can do right now.

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First of all, feel a sense of love,

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and empathy.

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And I know that this is probably
the fluffiest sounding shit

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that you've heard all day.

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And myself in a prior lifetime,
I was an affiliate marketer,

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just kind of borderline gray hat,

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I'm like a reformed gray hat.

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So if I was sitting where you're sitting

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and I saw somebody put this feel

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of sense of love and
empathy up on the screen,

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I would literally like boo
them and walk out of the room.

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But the fact is that your mindset matters

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and that the place that
you're coming from matters.

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So if you're coming from
this pressured place

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of like I have to
increase conversion rates,

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I have to really drive that cattle,

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I have to send them to my
squeeze pages and my funnels,

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then it comes out in
one way but the essence

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of what somebody is trying to say

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really comes out and shines through.

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So if nothing else, if you
can feel a sense of love

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and empathy, just imagine that
the person on the other side

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of the screen is your mom
or your dad or a loved one.

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And that is gonna reflect
itself in your copy,

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it's gonna reflect itself in your choices,

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it's gonna reflect itself in
the way that you structure

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and frame these offers.

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So if you just come from a
place of love and empathy,

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that's a big part of the battle.

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Of course you wanna limit form fields.

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There's studies that have been done

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and tests that show
users are getting smart,

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people are getting smart
at the end of the day.

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And when you click on an
ad for something specific

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that you're interested in, and
immediately a page loads up

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where there's a visible form,
I know it happens to you guys,

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because you're savvy users,
there's some part of you

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that just shuts down.

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And you automatically know
I'm not filling out this form.

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Look at this, our
designer had fun with this

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it actually has a field
for social security number,

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current marital status, shoe size,

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and it's just like a little
poke of fun, a little parody.

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But we're asking for a
whole lot of information

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we're not giving before we get in any way,

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and we wonder why our
conversion rates are 5%.

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By the way, 5% conversion rates

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or even 10% conversion rates,

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I don't consider that good.

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I mean, can you imagine there's probably

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like 100 people in this room.

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If after this we asked

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show of hands, who enjoyed this?

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And only five of you raise your hand,

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I'll be pretty disappointed by that.

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But we accept that in the digital world.

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And it's just a common
fact that everybody accepts

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and I don't really understand why.

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So here's a big one.

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And I'm gonna show you some
examples right after this,

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but you wanna ask relevant questions.

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So I'm interested in your HR software.

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My job title, my company,
the size of my company

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is not as relevant as how
many employees I have,

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whether my employees are 1099, or W2s,

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how I tend to pay the employees?

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How long they tend to stay?

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There's a lot of relevant
questions that can be asked

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other than just going
straight for the jugular

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and getting give me the information
that I need to sell you.

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So in these examples, you're gonna see

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that there's no visible form on the page.

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And it always starts
with relevant questions.

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And on the same token, up
change order the questions of,

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does that make any sense anybody?

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Change up the order of questions.

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Syntax matters, order matters.

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If I walk up to you, and I say,

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"Excuse me, sorry to bother you.

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"My name is Chris, I just
have a quick question."

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That's one thing, but
if I walk up and say,

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"Hey, I have a quick question."

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And then I asked you the question

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without first excusing myself, it matters.

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Preempt concerns and set expectations.

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In this day and age with
privacy with big data

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with GDPR with all these things,

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people aren't dumb, people get it.

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And they're hyper conscious
of privacy in their head.

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So just imagine when you're sitting

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in your place of empathy and love,

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what are the potential
concerns that the person

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on the other side of
the screen might have?

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Such as what's gonna happen
after I fill out this form?

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Is my data safe?

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Those are two big ones.

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So if on your main landing
pages you're not preemptively

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addressing these concerns,

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then you're leaving money on the table.

[00:14:20.00]
Now here's another big one,

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and it's not so much regarding
top of the funnel conversion

[00:14:26.00]
where it's converting

[00:14:28.05]
a cold visitor into a lead,

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but it's more so about
converting leads into sales

[00:14:34.00]
like the more down funnel conversions,

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the number one

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most underutilized page in existence.

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You probably know what it is.

[00:14:45.00]
Most underutilized.

[00:14:46.03]
It's the one moment in time
where you can be almost certain

[00:14:50.05]
that you have this users attention.

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And the vast majority of
marketers are just squandering

[00:14:57.02]
this opportunity, is the thank you page.

[00:15:00.09]
So the thank you page right
at that zero moment of truth,

[00:15:05.02]
right after this user gives
you all of their information

[00:15:09.03]
and they're expecting something,
the worst thing you can do

[00:15:12.09]
is like not even confirm
that you received it.

[00:15:16.09]
Have you ever seen forms that are just

[00:15:20.07]
there's no confirmation,

[00:15:21.09]
there's no communication with the system,

[00:15:23.08]
there's just no

[00:15:26.08]
thought.

[00:15:28.02]
So depending on the goal of the page,

[00:15:31.06]
if it's subscribing for a newsletter,

[00:15:34.00]
you might display other related content

[00:15:37.04]
that they might enjoy.

[00:15:38.07]
If it's downloading an E book the same.

[00:15:41.02]
If it's requesting a sales
call back or a demo form,

[00:15:46.08]
you might use that opportunity to

[00:15:50.09]
show some frequently asked questions

[00:15:52.08]
or otherwise preempt some concerns.

[00:15:55.03]
Let people know look, if
it's a fit, it's a fit,

[00:15:58.05]
we'll do some business, if it's not

[00:16:00.04]
we're not gonna hound you
for the rest of your life.

[00:16:03.03]
Raise your hand if you get
like 15 spam phone calls

[00:16:07.03]
a day like I do.

[00:16:09.07]
Yeah, so people, so you guys get it,

[00:16:12.08]
people are concerned that
when they're filling out,

[00:16:15.05]
is part of the reason they
don't fill out the form,

[00:16:16.09]
they're concerned that
they're gonna just incessantly

[00:16:19.02]
get calls, and of course, you guys

[00:16:21.01]
are not gonna incessantly
call them if they say to you,

[00:16:23.07]
"Hey, this is kind of interesting,

[00:16:25.03]
"but I'm not that into it."

[00:16:27.02]
You're probably gonna stop calling

[00:16:28.06]
because you have better things to do.

[00:16:31.02]
So think about that thank you page,

[00:16:33.03]
because that thank you page is the moment

[00:16:35.09]
where you can either deepen a relationship

[00:16:38.03]
and dramatically increase the chances

[00:16:41.01]
of a lead matriculating into a sale.

[00:16:44.01]
Or you can invoke buyer's remorse,

[00:16:46.08]
right there on that thank you page.

[00:16:48.02]
And you can be certain
that people are looking

[00:16:50.04]
at that thank You page.

[00:16:54.06]
All right, y'all ready to see
some of our recent winners

[00:17:01.07]
Let's get some drinks in here.

[00:17:03.04]
(audience laughing)

[00:17:04.03]
Long,

[00:17:06.00]
bring a beer bong or something.

[00:17:09.03]
All right, here's some recent winners.

[00:17:12.05]
So, this was the original version,

[00:17:15.07]
and it wasn't converting too poorly,

[00:17:17.04]
it was like about nine and
a half percent conversion

[00:17:19.05]
from click to lead,

[00:17:22.02]
and leads matriculated
into sales at like 35%.

[00:17:25.04]
And this was your typical landing page.

[00:17:27.04]
This is exactly the thing

[00:17:28.05]
that we're saying basically not to do.

[00:17:30.05]
In this case, it was working fairly well,

[00:17:32.01]
I think the targeting was well set.

[00:17:34.03]
And it was working fairly well.

[00:17:36.02]
But the client needed to
generate revenue at 10% of sale.

[00:17:41.08]
So between fees and ad spend,

[00:17:43.08]
they couldn't spend
more than 10% of a sale

[00:17:46.04]
in order to generate revenue.

[00:17:47.09]
And this wasn't cutting the mustard

[00:17:49.09]
so we had to do something different.

[00:17:51.05]
So we switched this up to an experience

[00:17:54.07]
where this was the first
screen that you would see.

[00:17:57.04]
So the copy is largely the same

[00:18:01.02]
you'll notice there is a countdown timer,

[00:18:03.00]
which is legit like that
was actually an offer.

[00:18:05.07]
But instead of saying what's your name,

[00:18:07.07]
and what's your email, it
started asking questions

[00:18:11.06]
about the issue at hand.

[00:18:13.02]
This client was in the window
and door replacement space.

[00:18:17.02]
So you search for, replacement windows,

[00:18:20.06]
there's something going on,

[00:18:21.07]
there's a conversation to be had.

[00:18:23.05]
So you'll notice this one
starts with what issues

[00:18:26.04]
are you having with your experience

[00:18:28.03]
or with your windows currently?

[00:18:30.09]
And they can select all,

[00:18:32.04]
this experience converted at nearly,

[00:18:35.06]
or just over 15% on the front end,

[00:18:38.03]
so 50% improvement in
front end conversions

[00:18:42.02]
and similar improvements on the back end,

[00:18:45.00]
because people when they engage

[00:18:47.07]
in this kind of experience online,

[00:18:49.08]
it's almost like a conversation.

[00:18:51.03]
It's almost like they've
invested to some extent,

[00:18:54.06]
into this experience, and they expect you

[00:18:57.02]
on the back end to
remember that information

[00:19:01.00]
and to use that information.

[00:19:03.04]
So this was a huge moneymaker.

[00:19:06.01]
Here's another one.

[00:19:07.03]
This client also B2C

[00:19:09.03]
they're in the debt consolidation space.

[00:19:11.09]
Now previously, they had a landing page

[00:19:13.09]
which similarly converted around 7%.

[00:19:16.04]
This one converted at 22% into
calls and watch what happens.

[00:19:21.03]
So this is what they see.

[00:19:23.04]
I'm not sure how easily you can see it,

[00:19:24.09]
but some of the copy
is is very intentional,

[00:19:27.09]
tells you about what you're gonna get,

[00:19:29.05]
it assuages some concerns but
watch this is a little video

[00:19:35.01]
so that the cursor you can see

[00:19:37.01]
so you choose your debt amount,

[00:19:38.06]
do you struggle making
your monthly payments?

[00:19:41.04]
Yes or no?

[00:19:42.07]
Next step, do you have a
source of income Yes or no?

[00:19:49.00]
This is what we call starting
the sales process online.

[00:19:52.07]
If somebody calls you,

[00:19:54.09]
maybe you'll ask for their
first name, last name,

[00:19:56.08]
email in case we get
disconnected, blazah blazeh,

[00:19:59.06]
but the questions that you
actually have to ask somebody

[00:20:02.05]
in order to give them a quote
or to move them forward,

[00:20:06.03]
you can do that right online and increase

[00:20:09.08]
top of funnel lead conversion

[00:20:11.01]
as well as the rate at which leads

[00:20:15.03]
convert.

[00:20:18.04]
This one's similar B2C,

[00:20:20.06]
they're in the health and wellness space,

[00:20:22.01]
they focus on weight loss and
hormone replacement therapy,

[00:20:26.02]
converting pitifully like less
than 1% with the standard,

[00:20:31.02]
this one converted at like
three or 4% on the top line,

[00:20:35.04]
which is still pretty low,
but market improvement

[00:20:39.05]
and you can see how it works.

[00:20:41.04]
See at the bottom, it shows you

[00:20:44.00]
how far along you are in the process.

[00:20:46.02]
It's asking you relevant questions.

[00:20:49.00]
And there's one important
thing that's happening

[00:20:52.00]
behind the scenes that I
want you guys to understand

[00:20:55.02]
is that behind the scenes,

[00:20:57.03]
this is hooked into Google Analytics

[00:21:00.03]
and HubSpot in this case,
which the slide was using,

[00:21:03.09]
but it can be done on
Makedo or what have you.

[00:21:07.03]
And as users are making these selections,

[00:21:10.06]
we're firing little

[00:21:13.04]
events, little JavaScript
events within Google Analytics.

[00:21:17.05]
Some people will begin this
process and still bail.

[00:21:21.07]
And in those cases, we would
typically re target them.

[00:21:25.03]
Now we have a very rich
source of information

[00:21:28.06]
with which to re target them.

[00:21:30.05]
So for instance, the first question was,

[00:21:32.01]
are you male or female?

[00:21:33.09]
Now somebody selects male for instance,

[00:21:36.09]
and then abandons the
process before completing it.

[00:21:40.02]
We can still get back in front
of them with retargeting ads,

[00:21:44.01]
where we're relatively certain
that they are indeed male.

[00:21:49.01]
Some people lie, that's
the fact of the matter.

[00:21:53.03]
Another one, this is a B2B

[00:21:55.06]
specialized financial services firm.

[00:22:00.04]
Deals in the unclaimed property
space, very specific thing,

[00:22:03.07]
you see an ad for this unclaimed property,

[00:22:06.05]
all of their competitors,
literally all of them greet you

[00:22:09.05]
with that big old form.

[00:22:11.03]
We decided to buck the trend,

[00:22:13.05]
this convert at 12% on the front end

[00:22:15.08]
and some like 47% on the back end.

[00:22:19.02]
But you'll see there's no visible form,

[00:22:21.06]
it's not asking for any information.

[00:22:24.02]
There's just a small amount of copy.

[00:22:26.01]
It's not a squeeze page.

[00:22:27.06]
So the user can submit other things.

[00:22:31.04]
But it goes through the same process.

[00:22:33.06]
Are you to ask questions
about the matter at hand?

[00:22:38.02]
And similarly, tracking
events and getting back

[00:22:41.04]
in front of the non converters

[00:22:43.00]
with relevant retargeting ads.

[00:22:48.05]
Another B2B example.

[00:22:50.07]
This one converts double digits,
I don't remember exactly,

[00:22:54.03]
I think it's around 15%

[00:22:56.01]
versus like roughly 7% on the main one.

[00:22:58.08]
This is a commercial Wi Fi provider.

[00:23:02.01]
And similarly, so it's
not it's not complex.

[00:23:06.08]
The way that we build them internally,

[00:23:08.07]
it does take some design
and development resources.

[00:23:11.01]
But there's a lot of
tools that you can use

[00:23:13.08]
to spin these types of
experiences up on the fly

[00:23:17.04]
without much in the way of resources,

[00:23:20.02]
which I'll show you here in just a second.

[00:23:26.03]
Another one, B2B IT services.

[00:23:30.00]
So the IT app saving calculator

[00:23:33.01]
this one's kind of interesting because

[00:23:37.05]
the extent to which you can actually offer

[00:23:40.02]
something of value, which this client did

[00:23:42.04]
based on the selections is the extent

[00:23:44.07]
to which is really useful.

[00:23:46.07]
How many engineers do you have?

[00:23:48.01]
What's the fully burden staff?

[00:23:50.00]
you'll notice the imagery,
it kind of looks good,

[00:23:53.07]
it kind of looks appealing.

[00:23:56.04]
And these selections,
this particular client,

[00:23:58.08]
these selections were actually used

[00:24:01.05]
in some report that was generated.

[00:24:04.01]
So if you can pull that off,

[00:24:06.00]
like if you can actually
generate a custom report

[00:24:08.02]
or actually generate a custom quote

[00:24:09.06]
or something based on the
selections, it's even better.

[00:24:13.03]
But you can see here the results are in.

[00:24:15.09]
There's these little tool tips

[00:24:17.04]
that in case you want more information.

[00:24:22.07]
And it just worked really, really well

[00:24:24.04]
compared to the hard sell

[00:24:27.06]
straight for the jugular style

[00:24:30.06]
that we've all been kind of
convinced as best practice.

[00:24:39.04]
Then here's one that we
use ourselves actually.

[00:24:42.04]
This is basically to generate
leads for advertising.

[00:24:46.07]
So you'll notice no visible form,

[00:24:50.05]
runs right into this useful experience

[00:24:53.09]
that's designed for humans by humans.

[00:24:57.05]
Asking relevant questions

[00:24:59.09]
and then leading up ultimately to

[00:25:04.06]
the sales proposition.

[00:25:06.09]
So do you see how this
is very much similar

[00:25:11.00]
to actual real human interaction?

[00:25:13.04]
And you see how for some reason,

[00:25:14.09]
just because it's on the
web, we're doing things

[00:25:18.07]
in a way that just clashes
with human psychology.

[00:25:21.08]
So if you wanna take
those 5% conversion rates

[00:25:24.02]
and make them 10%, or
15%, we have to align

[00:25:28.02]
with the human user and we
have to give before we get,

[00:25:32.04]
at least to some extent.

[00:25:38.06]
So now about five minutes left.

[00:25:41.02]
There's a lot of other marketers

[00:25:42.05]
that are already hip to this game.

[00:25:46.09]
And you'll notice as you leave here today,

[00:25:49.01]
you'll notice a lot of
these Silicon Valley,

[00:25:51.06]
a lot of the apps, a lot of the startups

[00:25:53.05]
they're all hip to this
game, they all do this.

[00:25:56.01]
You can see it on Bills.com

[00:25:58.08]
So if you go to debt.bills.com,

[00:26:01.06]
you'll see a very similar thing
where they're going through,

[00:26:04.06]
they're asking, relevant
questions that are non PII.

[00:26:08.07]
They warm you up, they invoke
the law of click commitment.

[00:26:12.02]
And then they ultimately gather

[00:26:14.03]
the information that they need.

[00:26:16.00]
But it's in an unselfish
way which first accommodates

[00:26:19.08]
for the user and their needs
and then for their own needs.

[00:26:23.03]
Truly a lot of these real estate apps

[00:26:25.06]
are very, very good at this.

[00:26:27.09]
They, largely do it based off of location.

[00:26:31.06]
So that's a really good way to do it.

[00:26:35.04]
This one was an interesting
one from Unbounds

[00:26:39.02]
at do.thelandingpagecourse.com

[00:26:42.06]
this is actually a little

[00:26:43.07]
sort of a chat bot like experience,

[00:26:46.05]
which is very much in line
with what we're talking about.

[00:26:48.07]
So chatbots,

[00:26:51.05]
are all the ridge, they
essentially do this very same thing

[00:26:55.05]
they engage you in a conversation

[00:26:57.01]
before asking for something else,

[00:26:58.09]
it's not exactly rocket science.

[00:27:01.04]
And then here's an
interesting one landbot.io

[00:27:03.04]
I think this one may have been
acquired actually by HubSpot,

[00:27:06.04]
so I'm not sure if that exists anymore.

[00:27:09.05]
But there are a few tools
that you should know about.

[00:27:13.06]
So well first and foremost,

[00:27:15.08]
how many people are running
human centered experiences

[00:27:19.06]
like this right now?

[00:27:20.09]
We're starting with non
personally identifiable info

[00:27:24.00]
and then proceed into the sales
info, just by show of hands.

[00:27:30.04]
(laughing)

[00:27:32.07]
Okay, very good.

[00:27:35.02]
So this is good.

[00:27:36.00]
So you guys can all go implement this.

[00:27:37.02]
So let me give you a couple of tips.

[00:27:41.03]
So grab a pen or a piece of paper

[00:27:43.04]
if you wanna write these down

[00:27:44.02]
because I don't have
actually slides for them.

[00:27:47.01]
But one of the go to, tools
for us is called Hotjar.

[00:27:52.03]
Raise your hand if you use Hotjar.

[00:27:54.08]
Yeah, so Hotjar super robust.

[00:27:57.01]
We've tested it against
Crazy Egg and Lucky Orange

[00:28:00.01]
and all these types of things.

[00:28:01.06]
The most interesting feature of Hotjar

[00:28:04.02]
is that it gives you the
ability to spin up polls

[00:28:08.01]
and user surveys on the fly.

[00:28:10.06]
So voice of customer actually hearing

[00:28:13.08]
what customers have to
say, is like the holy grail

[00:28:17.00]
because they'll tell you
exactly what they're thinking.

[00:28:19.05]
And it's not necessarily
a good way to come up

[00:28:21.02]
with like a new innovative idea,

[00:28:23.02]
but a lot of times there
are barriers to conversion,

[00:28:27.00]
that might be technical,

[00:28:28.03]
that might be informationally related.

[00:28:30.04]
But grab Hotjar, toss
up a poll, which says,

[00:28:34.09]
What's the purpose of your visit?

[00:28:36.04]
Question, one, allow people to answer

[00:28:39.02]
long form in a text box.

[00:28:41.04]
Regardless of answer question two,

[00:28:43.08]
were you able to accomplish that goal?

[00:28:45.06]
Yes or no?

[00:28:46.07]
If yes, have a nice day.

[00:28:48.06]
If no, what prevented
you from achieving that?

[00:28:51.06]
Another open form text box.

[00:28:53.08]
You will be Mind blown by the answers,

[00:28:56.00]
a lot of times it's technical,
sometimes it's informational.

[00:28:58.05]
Sometimes there's a specific question

[00:29:00.00]
that they have that's unanswered

[00:29:02.02]
but Hotjar surveys and polls
are, are very, very powerful.

[00:29:07.04]
Typeform, T-Y-P-E-F-O-R-M, is a platform

[00:29:12.02]
that you can use to basically

[00:29:14.05]
easily create sort of visual
and interactive forms.

[00:29:18.08]
There's other ones that are called,

[00:29:21.02]
one of them's called Lead Quizzes.

[00:29:23.06]
One of them's called Leadformlly,

[00:29:26.04]
like leadform L-Y.com.

[00:29:30.02]
Very low tech required,

[00:29:32.04]
integrates with analytics seamlessly,

[00:29:34.02]
integrates with most backend CRMs

[00:29:36.05]
and marketing automation platforms.

[00:29:42.05]
And the like, and I think
there's several others

[00:29:46.03]
like that too, but I got
about 15 seconds left.

[00:29:50.02]
So I'm gonna wrap it up here,

[00:29:51.08]
but I hope that you guys enjoyed this.

[00:29:53.03]
I hope that it was worth
the extra 30 minutes

[00:29:56.07]
before you get a cocktail.

[00:29:58.07]
Let's all go have a cocktail
and we can talk if you like.