Joey Ragona | Strategic Business Academy

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Author: Joey Ragona

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How split testing your landing pages can make you more money

Split testing your landing pages is absolutely critical.

It’s always been the easiest way to determine how strong your first promise is.

With a simple headline tweak on a landing page split test, you can get thousands more to opt-in…

…and potentially make more money.

Even National Newspapers split test headlines to see what draws more sales, so they understand the mentality of their audience better.

But split testing landing pages doesn’t just mean changing the headline.

I did a simple split test on a lead capture form and the results (so far) are incredibly insightful.

Here’s my original capture page: (it doesn't work here BTW – it's from my other website)

For the longest time, this lead capture got me a whopping ZERO conversion rate.

Following my own split testing landing pages advice, I decided to change ONE SIMPLE THING.

Here it is:

Yea, I changed the background colour.

Here’s what happened:

Can you believe it?

Even though I’ve only got a small number of impressions, I think the data speaks for itself.

With a 96.22% chance to beat the control (the blue form), I can declare a winner for if I wanted.

But I’m gonna let this go for a bit just to see how it plays out.

This simple a/b test hopefully proves why YOU need to be split testing landing pages and everything in-between.

related article: How to Write a Headline That Works

In other words, we need to CONSTANTLY split test landing pages!

For example, even if I stopped this particular landing page split test – it would be wise to test AGAINST the green “winner”.

It doesn’t necessarily mean I need to try another background colour (although it could), I could test a different headline perhaps.

Make split testing landing pages a part of your online marketing, and I believe you’ll not only see an increase in opt-ins, but more sales as a result.

As online marketers, we leave so much money on the table as online marketers thinking we “know” what people will respond to.

I’ve learned to let the audience TELL me by split testing landing pages and more!

What about you?

What are some of your best landing page split testing ideas?

Increase Your Sales

How to Improve Sales Effectiveness

We all want to know how to improve sales.

And as a marketer, I’m sure you understand the importance of “knowing who your customer is.”

You know that by understanding your customer’s wants, needs, fears and frustrations, you have the foundation for for delivering great products and services they will actually want to buy.

Therefore, even if we’re armed with the knowledge of what our customers want and fear…

…there’s still ONE THING I have found we SKIP over that will give us a better marketing advantage.

This one thing is probably the KEY to positioning yourself above the noise…

AND HOW TO IMPROVE SALES

Because this one thing will prove to your market that you totally understand them.

We both know, the key to marketing is two-fold.

One – WE need to understand our customers.
Two – Our CUSTOMERS need to feel like we understand THEM.

Which brings me to the ONE thing I find a lot of marketers miss.

Here it is.

“What do your customers ALREADY KNOW?”

Think about that.

Because a lot of us don’t think about this piece at all when we’re asking ourselves how to improve sales.

So, let’s say I’m marketing about “how to improve sales.” (Funny enough 🙂 )

Almost EVERYONE wants to improve sales…so I begin my advertising with “Want To Improve Sales? Here’s How to Get Started with a Sales Funnel”

Well, if my market already KNOWS what a sales funnel is…and even more important…they’ve already BUILT a sales funnel…

related article: How to Optimize Your Sales Funnel

That message MISSES the mark.

Here’s why.

We know that my customer’s WANT is still about improving sales, right?

But perhaps, in this example, my customers have already gone through the PAIN of creating a sales funnel.

Maybe they’ve used Facebook ads, spent thousands in marketing and advertising and made little to no-sales at all.

So they STILL want to make sales…but the problem is NOT creating a sales funnel…

Therefore, the problem is about FIXING the sales funnel they’ve already got!

THAT is how to improve sales for them.

Can you see the difference?

Most of all, if I know my customers have already built a sales funnel, and have tried a launch and failed…

My marketing could be so much better:

“How And Where to Fix A Broken Sales Funnel So You Can IMPROVE Your Sales Immediately”

If you were my target market, you would already KNOW your sales funnel is broken.

And perhaps you need help to find exactly where to look, and get the steps to fix it quickly.

I would wager that headline example I gave would probably get your attention.

Cool, right?

And this is the POWER behind knowing

+ who your customers are,
+ what they want,
+ what they fear,
+ what they’ve tried
+ and what they already know!

And speaking of what you already know…

If you know you need some help WITH your sales and marketing, take a look at my Strategic Marketing Lab Insider’s Group.

– Joey

Write Copy That Sells

How to Write a Headline That Works

To grab the attention of a competitive market, I want to give you some tips on how to write a headline that works.

Perhaps your ad or sales page isn’t drawing the attention you’d like?

Whenever I’m analyzing a clients’ copy, I take a look at the promise in the headlines first.

Because headlines are obviously the main part that’s going to draw the reader further into the copy, am I right?

So here’s the deal.

In today’s competitive marketplace..

…it’s very hard to get someone to believe us if we’re making the same claim in our headlines.

An example of this, is the buzz about “keto” diets.

I googled a bit – and found the headlines on sales pages all say the same thing.

Example of How to Write A Headline

When this was first introduced, the “ketosis” method was big. It interrupted the market.

At the same time, the market needed to become educated on what “ketosis” was.

We can argue that some of the market still needs to know what it is.

(BTW, I really have no clue about it, I’m just coming at this from a copywriting and marketing example)

However, I want to focus on the other part of the market. The part that is always on top of new diets and quickly absorbed the ketosis diet thingy.

These people no longer need to be sold “amazing keto diets”

Instead, the targeting of the headline need to be refined.

In other words, I would argue the diet market is in the “heard that, seen that before” phase.

So what do we do?

We focus on the mechanism of our product:

Not the overall promise of “losing weight with keto”

Because yea, EVERYBODY wants to lose weight.

But what KIND of weight?

Can you give me the “ 5 Minute Recipes That Busts Belly Fat”?

I would argue that’s pretty specific – wouldn’t you?

Problem is, I hear from clients who tell me “yea, but Joey, the keto will help for ALL weight and even other things like cholesterol, etc”

I tell ‘em “pick your path dude”

Which is the entire point of this post.

THAT'S how to write a headline that works!

What does your product do SPECIFICALLY?

What's the process?

How about:

“Drop 1 pant size a month by doing XYZ” ? (The XYZ is your 3 step process drilled down)

I would think that speaks to women more than men…not that us dudes don’t want to drop a pant size – but we’d probably be more relatable to “drop a belt size” know what I mean?

BTW – don’t use this stuff – I’m just making it up off the top of my head. I don’t know if it’s true or not or if Facebook would allow such a claim.

It’s just here to get you thinking 🤔 about your mechanism.

Onward.

So, if you’re in a competitive market, like the diet industry, real estate, financial services, whatever …

STOP promoting your product , and start promoting your mechanism

“let’s make it simple”

– Joey

Improve Email Marketing

The Quickest and Easiest Way to Build Marketing Automation

Marketing automation doesn't sleep or take holidays 🙂 if you have systems in place that do most of the work for you.

I recommend to make it one of your goals to put those marketing automation systems in place.

Because I've found working with so many people since 2011, they don't want to build their business to work more, they are building it for freedom…

If that's also true for you…invest the time, money and energy at the beginning to create your own systems that pay you.

But here's the deal.

Marketing Automation Systems are not a ‘one-time' thing.

That's where I got this wrong myself.

I wanted my entire marketing automation laid out, perfected, and then built before deploying.

It doesn't happen that way.

Even the best people at building systems in whatever field they're in, STILL need to adjust something when it goes live.

Same goes for you and me. Digital marketers…who want the ‘passive' income.

So, the advice I can give you here, is to deploy a campaign, product, email sequence, whatever…

Record the steps.

Record the results.

Fix the problems.

Automate the success pieces.

Even if all the marketing automation pieces are not yet complete.

This is a cool related post BTW: 3 Must-Know Internet Marketing Questions

Here's a simple marketing automation example.

Let's say you have a simple funnel.

Like this:

Lead Magnet > Welcome Email > Upsell Campaign

Let's also say that you work a week to:

Build your lead magnet
Write your welcome email
Write your upsell campaign
Create the webpages for the lead magnet (opt-in, thank you and download)
Create the pages for your upsell (sales page, thank you, etc)
Record a VSL for your upsell
Write ad copy for your lead magnet
Create the ad graphic

In addition to and whatever else you might need for this ‘simple' campaign.

As you can see, there are a few moving pieces to even the simplest campaign.

It's not that you CAN'T do it…but let's look at why you might not want to (just yet)

The point is, if this took you a week to put together, and then you advertised…and nobody opted in…you will have wasted a week's worth of time.

Because you wanted the ‘system' built before deploying.

And this is a problem a LOT of us have.

The first reason is IMO, a lot of us are perfectionists.

The second reason is…and probably most important…is that we don't want to ‘lose' any part of the potential money if we don't have the proper marketing automation in place.

Read that again.

Because this second part is where I find most of my clients live.

And it not only STOPS them from deploying their campaigns…but it pushes them into overwhelm. Because they're trying to put a perfect marketing automation system in place first without the market reaction.

So here's the deal.

If you have a lead magnet and want to ‘automate' it…make sure it converts.

Are people opting in for it?

Because if they aren't opting in for it, then why waste time building an offer, an upsell and so on?

I've made this mistake HUNDREDS of times.

And now, I just TEST the first piece of the sales funnel…and build around it.

At the end of the day…I achieve the marketing automation I wanted in the first place.

Hope this helps.

Let me know what you think – drop a comment below.

Market Your Product

Facebook Ad Optimization: Why Facebook Ads Are Not Effective

In order to do Facebook ad optimization, you MUST know ONE thing for sure

1. KNOW your KPI(s)

They are your key performance indicators.

For those of you who don't know what your KPIs are, you CANNOT make intelligent decisions on your campaigns.

Here's why.

There's SO MUCH out in the market teaching about facebook ad optimization – people telling us how they're getting .01 cents a click…or they're spending $1.00 per webinar registrant…

The Truth About Facebook Ad Optimization

There are ‘experts' teaching that we need to have our campaigns at levels THEY'RE getting leads at.

First of all…our business is NOT their business.

So STOP comparing yourself to everyone else.

This is the reason you NEED to know your KPIs.

Because you might have a campaign that's crushing it, and you don't know it because you're spending $2.00 a webby registration (for example) … but the dude you listened to last week says you should get them for a buck.

I see this CONSTANTLY.

People making facebook ad optimization decisions based on:

what some other dude is doing
their own interpretation of how good or bad things are without having a measurable kpi

The second one is MOST IMPORTANT.

Let me give you an example.

If you have a product selling at $100, then your KPI is $100.

That means you can spend up to $100 to ‘buy' a customer and break even.

That's the number you want to understand for your personal facebook ad optimization to work.

You want to ask yourself “What is my break even point?”

Of course, it doesn't stop there – because we have to reverse engineer this bad boy.

Why?

Because not every person who enters our funnel will buy.

So, WHAT is the percentage of buyers from the people who opt-in?

Let's say it's 50% (for easy math)

That means you're break even point to ‘buy' an opt-in is $50.

You follow?

I'm making this really simple because I don't want to write a book here…but that's what you need to do.

To get the best Facebook Ad Optimization, break down the process and figure out your KPIs along the way.

So in closing, if you were getting an opt in for $50 (using the example above), you wouldn't be wasting money at all.

You'd be breaking even. That means you're getting your customers FREE.

And anything else sold to them after this point is 100%.

Is it the best funnel/example? Depends…

And that's my point.

YOU have to decide what you're willing to spend per customer. And that's all based on what you have on the back – end to sell them.

So before you make any rash decisions to turn ads off…or, on the other hand, pump more money in…

KNOW YOUR KPIs

Comments and questions welcomed below 🙂

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