So, what we are gonna talk about today is we’re wrapping up this month on live or sorry, on, optimizing. Basically, trying to get more money out of the place where places where cash changes hands and cash doesn’t have to mean cash. It can also mean email addresses, which are Oh. Form of currency.

So the past couple weeks, we have talked about a variety of things in queue including recently on curiosity clicks. So today, I wanted to walk through some of the stuff that rose to the surface for me early on when I was, working at conversion rate experts, as, one of their CROs, at the time.

And that is did I know, Abby, you got to read Making Websites when Cody, did you get a chance to read that book?

Book of the Month?

I yeah. I’ve read it. Okay. Good. Cool. Okay.

Excellent.

Nice. Wonderful.

Good. So then you’re gonna be familiar with some of the things that we’re talking about here because you’ll have seen something similar to it or, in some cases, identical.

It was written, of course, by the founders of conversion rate experts. And so, yeah, there’s gonna be overlap. Of course. Alright.

Oh, Katie just joined. Perfect. Okay. So you should be seeing my screen. Yes. Indeed. We’re talking rapid fire.

So just right now, what are some really, like, quick CRO conversion optimization tricks that you can jump into when it’s time to do certain things that we typically have to do? So not everybody is working on a website overall, but some people watching this are, and a really very simple way, to make your site convert better in general is to add a phone number even if it’s for a company that doesn’t work, doesn’t seem natural that there needs to be a phone number like a course business.

Our business. What are you doing with a phone number on the page? But if it’s for returning visitors, that’s usually a signal of wanting something from the brand that maybe a person on the phone could help with. It might not get used that often, the phone number itself, but, it’s a driver of trust as like a big part of are these people legit, especially for a smaller brand, more niche brand, unlike IBM. And even IBM puts their phone number on there.

You wanna add reasons to believe near the global nav that’s really, really old school, but it’s still, like, eyes go toward where the global nav is. And when we’re optimizing for certain things, it’s really just like make sure they can see it as a starting point. So if you’ve got reasons to believe, like, free shipping, twenty four hour blank, quick delivery, money back guarantee, those sorts of things. If you have a global nav or if you you just wanna put it if you don’t have a global nav, it’s a landing page, but you just wanna make sure that people are seeing those key reasons to believe, then it’s really common to put them up at the top of the page, f pattern stuff when it comes to how people read.

This is a newer one, AI supported live sales chat. Obviously, sales chat has been a big deal on ecommerce sites in particular for ages, and then higher ticket service sites tend to see sales chat perform pretty well. So everybody in the room would be wise to consider a way to get some form of sales chat on their site. If people are already coming to your site, as we all know, nobody’s coming there just because it’s they’re bored and they have nothing better to do.

They probably need something from you and can sales chat help with that. And, again, if it’s AI supported, although that can be garbage and can require a lot of work on your side, if there’s a way to do it to start the conversation, if only to lead to a point of, saying, hey. Yes. Contact us.

Cool. At least you’ve nurtured them toward that contact.

Try to rethink. And this is for your clients, but also for you. Try to rethink the idea of sign up for my newsletter. I know we have a sign up for our newsletter thing at the bottom of our website.

But there are better, smarter ways, especially if you’re working with a younger brand or you’re doing this for your younger brand is something better than a newsletter. So what this the fifth point here that we’re talking about, fourth point, sorry, is really just, like, can you optimize that newsletter offer? And if you don’t have a reason for people to sign up for your quote, unquote newsletter, what else can you give them to sign up for to get access to? So Brian Dean, for the longest time, back when he was still running Backlinko, he had just just in the hero section. You couldn’t miss it. You had to enter your email address basically to enter the site.

And he grew like a six hundred thousand person email list, which was really great for getting people to keep sharing his content, which allowed him to sell to, SEMrush, for a nice healthy amount given that it was a content site.

So really think about if you already have resources, maybe there’s a way you can gate those and drive people to, give you their email address.

And then, of course, third party social proof is typically stronger than not third party social proof. So stronger than a testimonial that you’ve gathered or case study you put together.

I’m not gonna dig too deeply into any of these. I do want you to go over them, of course, if you haven’t already. So I but I also don’t want to gloss over them in case they need a little more color to make sense of them for those who are watching the replay and going on brand new to CRO.

What do you mean with these tricks?

So let’s talk about closer pages briefly. Now by closer page, I mean, either the pricing page. Basically, we’re at most aware slash most aware with high intent even if they’re probably with high intent if it’s a return visitor to a pricing page. So return visitors to pricing pages are a huge opportunity.

And, honestly, when we look through a lot of these, there’s, like, you could build your whole business. Not that anybody here should. You already have your own offers in place, but you could really build your business around.

I work exclusively on optimizing websites for returning visitors.

That is a massive opportunity, and I don’t know anybody who’s doing it. It’s just I that’s just not a thing. So there’s just there’s a lot of room out there to be an expert in the narrow thing that businesses need. Because we’ll see returning visitors a lot, across the various things that we do because there are better opportunity than a new visitor.

So we could rename the tiers or buckets for pricing, make sure you deoptimize the worst tier. So the worst tier I put in quotation marks because it’s not enterprise. It’s gonna be the worst tier for the business. Which one doesn’t the business want to, sell the most of? Now typically, people come in and when they’re just putting a pricing page together and I am big on pricing pages. I could talk all day about this one note, so I’ll try to keep it tight.

But when people work on pricing pages, they typically are not thinking how do we optimize this for conversion rate optimization. Rather, they’re thinking how do we get this thing out there in a way that looks right for the end user which is good, but and they’re also like, well, users just wanna try. So u x, the u x department typically runs your pricing page and that is a massive miss, but that’s just how a lot of online brands are. It’s just how it is.

We just live with it and that’s true even in the world of course creators. They’re still taking their recommendations. They might not have UX actually on their team, making these calls. But most of the designers for your clients that you might have in, like, the coaching space, those designers are trained by other organizations that are using UX departments to architect their site, and they’re rarely skilled in persuasion architecture.

So most of us are learning pricing pages and pages, like, on ecommerce sites, a checkout page, which is very difficult to optimize because most of them are made directly inside Shopify anyway or Shopify Plus, which is more customizable but more expensive.

But we don’t have the right people leading pricing. So if you can come in and help out on the pricing page, that’s glorious, and that is, of course, a closer page. Other closer pages are lead gen pages for anything. Again, if you have this email gated elite resource access, try not to leave that to chance. If you’re going to actually get people to sign up for the thing, spend a little word a few words getting them to, to do the thing successfully.

Rename tiers and buckets for pricing I mentioned with deoptimizing the worst tier. Make sure it’s the worst tier for the business. Don’t worry. You’ll figure it out for the customer, definitely. But but make sure that worst tier the tier of the business doesn’t want to sell, make sure it doesn’t look better than the others, and that can often just be renaming it from free or essentials to something that is not as desirable.

If you can influence your client, implement payment plan solutions, if they’re in the United States and they charge in US dollars, then outside of in the case, I believe of, if they’re b two b, it can be tricky. But if they’re b two c in the US and they’re not using Klarna or something like that, it’s really like they have to turn it on in Stripe. You don’t even have to go through application processes for this stuff anymore, which is night and day to where merchant services used to be.

Adding in really simple things, PayPal goes a long way and larger brands aren’t using it. So if you can get your client to use PayPal, that’s great. Anybody who has mobile buyers and isn’t using Apple Pay or Google Pay, out to lunch. You just gotta get them to do these things and there’s no two ways around it. Talk to the people who make these calls and make sure that they’re on there. And if they are on there, cool.

Flesh out the guarantee. That’s a really obvious one and we rarely flesh it out on sales pages or closer pages. So really help people, like, get the nuance of a guarantee so that they have zero concern that they’re gonna get into this and something’s gonna go wrong and they’re screwed. It doesn’t mean that they’ll now have, like, a playbook for how to take advantage of you, although the random people of the world will still do that.

But the rest of the world, the good buyers out there are just like, okay. Cool. If things go wrong, I’m set. Not, okay.

Cool. How do I scam you? That’s less likely to be the most common use case.

And then reordering tiers is, again, another really good one. I’m not gonna get too much into more of the pricing stuff.

Getting more money, period.

That’s all your clients want.

Just to be really clear, all they want is more money and they don’t typically care how you get there.

So what are some things that you can do?

There’s also back does anybody know the brand FlowJo?

FlowJo, they do these boxes. And Tiffany De Silva, is a friend. She was the head of CRO at Shopify in its earliest years.

And so as the head of CRO there, she then left. She had, like, a a list, like, her her best tactics that she would use for optimizing Shopify site and then rolling some of those optimizations out to the templates that Shopify users would come along and install. So what Shopify learns gets sent down to what these templates were how these templates were built.

She left Shopify, survived it, left Shopify, and, put together a box of cards for conversion rate optimization, originally called FlowJo.

And now she’s transitioned those boxes to be about, like, the couple’s bucket list and stuff like that, because it’s more fun for her. But you can still get I still actually have a bunch of boxes I bought, which like a box of cards that’s just filled with ideas. Like, what could I do on these in these different stages of the customer journey, etcetera. So if you can find a FlowJo box out there, then that is a really useful addition to everything we’re talking about.

Because when it comes to getting more money period, you cannot have too many tricks to pull on. So what can you do? Really quick ones, sell more seats with decreasing pricing, breach seat added. So, basically, what is a reward for getting more people in?

Some of these are technically challenging slash impossible. So your client can’t do it, but if you can still arrive on the scene saying, can we try this? How might we try this? That can encourage at least your client to understand that you are looking out for how they can get more money, period.

Don’t believe that their existing team is looking out for how to get more money, period. That’s rarely the case with in house team members. They’re typically not empowered to. There’s all sorts of politics going on.

It’s easier just to, like, kinda stay quiet and wait for leadership to tell you what to do. But if you can come in and help people get on board with some new ideas, you’re probably going to retain them a lot longer. You can add in an expensive gift of purchase today. I know I’ve mentioned this before.

I don’t know if I’ve mentioned it in Coffee School Pro, but I had a big entertainment brand, who, you’re not allowed to talk about them, but it’s big brand. And they were trying to get more people to sign up for something. I forget what it was. And they tested one year the sign up.

The prize was, like, you could win an all expenses paid trip for two to their head space, like, the key place where their team plays.

So it was, like, a ten thousand dollar prize to sign up, and they got really good sign ups. The next year, their prize was a ball cap.

So instead of a ten thousand dollar prize, it was something out of their gift shop and, they got the same number of sign ups with the ball cap. Not more, but the same number. So when your clients when you’re talking to your clients about, okay, well, we might be able to get more people off the fence. Again, incremental growth adds up across the different stages of the funnel. So if you get more people in ten percent more upfront, that means every other optimization down funnel downstream is also going to be more impactful. And then if you can just keep raising the number of people coming in to otherwise optimize parts of the funnel, everything gets wider, which is our goal with CRO.

So if you’re like, hey. We need to get more people on your list.

Well, we don’t wanna give away a big prize naturally, but what if you gave away every month someone some lucky winner gets a ball cap. It doesn’t have to go further than that, and it can be a really good experiment to get more people in more money in.

Obviously, things like creating custom high ticket offers, people in this exact room specialize in that, using VOC to develop no cost of business upsells and add ons. And that’s basically, again, like, can you what can you upsell?

I told a couple of you last week, those who are still around, that I had a really good talk with Brian from SamCart about some of those upsells and add ons that they use. I actually just experienced this with, oh, I forget the name, with a service provider.

Shit.

And when you check out, they just add on little services that they’re basically already doing. But if you can break them out and add a hundred bucks to add that thing on, I’ll I’ll go back and I’ll look in my history to see which website it was. Because I was checking out for my monthly subscription to whatever it is, And it was, like, add on for ninety nine dollars a month. You can get, again, premium support or something that they might already have baked in anyway.

But if you can pull it out and add that extra hundred bucks a month in recurring revenue for the brand, that’s a huge win. Like, that’s a massive win. And if they’re already doing it, they already have it kind of baked in, just remove it from the the checklist, the the comparison chart, or the pricing table, or wherever it is and call it out on the cart and they can just add it to cart as a really simple add on or if you, like, bundle it as an upsell. But whatever the case is, there’s probably already money that’s just sitting there for your clients not doing anything.

I know that for a fact that that’s the case for our business.

So what are the chances that that’s not also the case for your clients businesses?

Of course, it is. They’re not sitting around thinking of this stuff and you don’t have to come up with it. You can just look at a checklist and grab something and go pitch it to them.

Offer stacking, sales page stacking immediately post purchase. This is a click funnels trick that most SaaS brands, most ecommerce brands that are not in the click funnels world. They don’t do this stuff. They don’t think about it. Some of them think it’s shady when they do hear about it. So if you can come in as a non shady person and make a recommendation for upsell pages immediately post purchase and get them to do it, you can directly impact them making more money immediately such that you don’t have to keep doing busy hand stuff. You just do these things and voila, they’re getting more incremental revenue growth, which is all businesses want.

Send an upgrade email to drive monthly payers to annual. It seems really, really obvious because it is really, really obvious, and yet so few brands actually do it. And then optimizing, like, dunning emails.

If you talk to your clients, have them go into their Stripe.

They don’t have to share it with you. Have them go into their Stripe and look to see what percentage of revenue is lost to credit card expiries.

Not to bounced purchases and, like, just declines, but a credit card expired.

Stripe did a report. I think it was, like, ten percent of a business’s revenue, might have been eleven, whatever. It was in that vicinity, is lost to credit cards expiring. It happens way more often than a person thinks.

And these crappy, hey. Your credit card expired emails go up. They get trapped in a promotion tab or something like that. They all say the same thing.

None of it’s interesting. None of it nudges you back to, actually update your credit card, like, they nudge. But, like, they put a a button isn’t a nudge. Like, you have to actually get people to want to go back in and say yes again to putting their credit card down.

So this is another thing if you were just to focus on revenue recovery, dunning emails, abandoned cart emails, things that were almost revenue and then they weren’t.

That is another really quick way to get people in. Alright. I’m not gonna get into the tools of the trade because I recognize what time it is now, but it’s worth going through and looking at these. I know I’ve been recommending Elfsight to a few people in the room. Check out Elfsight. It’s the one right up here.

Their catalog of little widgets is fantastic.

It will make it possible for you to optimize a lot of things for your clients and get them on board with all the cool shit that they can do.

All these different things for various tools you can get or methods of payment story.

Offer stacking tech and then other software for learning from your visitors. A lot of this, is still I mean, some of it’s outdated. That’s in making websites win. Actually, a lot of it has sold off, been shut down, doesn’t work anymore, in the book, but these are ones that still continue to work.

And then there’s more beyond that, way more beyond this. But these are, like, the core things you can talk to your clients about, and then they can expose you to more software too.

Alright. That is it.

So any questions out of the gate?

Any thoughts, concerns, anything like that before we switch over to the q and a part of the day?

No? I mean, it’s straightforward stuff. Just start telling your clients to do these things. Alright.

And it might seem bananas, but I think it’s that simple.