Episode 108 Transcript

Heather (00:01.56)

Hello, welcome to episode 108. Yes, okay. We're gonna get a little tactical in this episode. Why? Because this show is all about working smarter and sometimes it's nice to have tactics on exactly what that actually means. So we're gonna talk about something called CRO or conversion rate optimization. What that essentially means is that you are optimizing

 

how you get leads or make sales in your business. And I'm specifically gonna talk to you about three case studies that my business has done for other businesses, specifically around ads. So using social media ads, actually meta, Facebook ads, right? What we did to get results, and you don't have to see this to understand what I'm about to tell you. You can totally visualize it and think about it for your own business.

 

And by the way, you guys, if you need help, once you're listening to this and you're like, I could use some help with that, please reach out, go to hustlerebellion .com. There is a contact link on the menu. Just contact me, just say, I've listened to that podcast episode, CRO, need help. So yeah, and by the way, when you're listening to this, I'm gonna be in London.

 

If you don't know what I'm even meaning by that, listen to the previous episode 106, I tell you what I'm doing overseas. So I've pre -recorded this one for you guys. So you have a little morsel of education while I'm away. All right, so let's talk CRO. So conversion rate optimization is basically, like I said, looking at optimizing how you're getting leads. And I'm going to walk you through what we did with three businesses. So the first one is a chiropractor and with them,

 

The core idea to optimize what was happening for them was three different things. So it was coming up with a really good offer. So something that we send traffic to in order for people to go, that's exciting, I wanna sign up for it. The other thing was using a really great landing page, which is just simply a website page that you send traffic to and...

 

Heather (02:21.016)

working with that page to get it to convert better. So there's a few core things that we did to get that working better and then the ads themselves. So what did we actually do with the ads? So just to give you guys a snapshot, the ads on Meta were bringing in like the, God, this last snapshot that I had was three months ago. So it was a while back, but brought in there were 76 leads.

 

to 76 people that signed up for the offer, 65 of which became clients. So that's a really like paying clients, right? So that's a high, really great conversion rate. It cost $30 to get a new client. So $30, that's it. And if you think about chiropractic, average lifetime value of a patient is 1500 minimum or average, right? 1500.

 

average, they can be there longer as well. So spending $30 to get a new patient is really good, right? Now, doesn't just happen like that. Normally ads take time, your offer, your conversion, all of that sort of stuff takes time to get right. So I'm going to walk you through what we did. So first of all, with a chiropractor, sort of healthcare professional, a lot of people will be like, sign up for first patient.

 

session, like a discovery session, right? Like, come in and we'll do a consult. And that's not exciting really, if you think about it. So I spoke to the owner of this business and I said, you know, what do you actually do in that initial consult? There's a lot. So guys, they do like a clinical history assessment, chiropractor exam, neurological assessment, postural, postural?

 

posture analysis, functional movement assessment, an X -ray if they need it, and then a soft tissue massage to just get a feel for the body. So you get a lot and that was never clearly communicated. So then that became the offer. That first time appointment became the offer. Instead of calling it a first time consult, it was called the Move Well Special. It's the Move Well Special. So you're coming in to move better.

 

Heather (04:47.704)

So that was all about the positioning and the offer and what's included and just literally looking into what they actually do and just making it more exciting. So that was the first thing that we worked on to get leads coming in. The second thing was the landing page. So we got that offer up. I'm thinking loads of people are clicking on the ads, which we'll talk about what they did with those in a minute. But loads of people are clicking, they're coming to the page, but still no one's signing up. What is going on?

 

So I removed my marketers hat and I'm like, let's be a potential patient and go through the process. So going through the process then as a potential patient, I was literally like, cool. You go to the page, you click on redeem offer, get offer, claim offer, or whatever it was. And I was like, this sucks. I am going into a booking system, which is literally asking me for who I want to book in with.

 

my contact details, my emergency contact details, stuff that I'm like, I don't know who to book in with. I don't want to give you this information. I just saw an ad. So we removed the actual booking system from the flow on this page and we implemented two buttons or call to actions. The first one was ask a question and it goes to a page that simply says, hey, not sure if this appointment is right for you. Let us know your question and we'll get back to you. And...

 

let you know if it can help you. So it was just like a contact form where people could ask a question. The second button, the more prominent button that was, you know, colored in completely. The other one was more of a transparent type of button was book online. Now, now instead of going through the system, it took you to a form. You don't even have to pay for the $47 offer through this form. You're literally redeeming it from just entering your name, email address and your phone number.

 

And that's it. Those fields, that's it. Now think about your health history or anything like that. So then their receptionist then calls you and says, we're really excited. And you get the whole customer experience at that point. You know, you get to talk to somebody, they book you into their booking system. They handle all that manually with you. So by implementing those two buttons, that's where the leads started coming in. Good offer, still no conversions, right? So now we need to look at the conversion rate.

 

Heather (07:10.232)

optimization piece, which is like, how are we going to optimize what we have further to get a result? So that happened. The next thing was the ads and the ads before were quite boring. They were just like image ads, stock photos, stuff like that. Not great. So then what we started doing is just really fun videos filmed from an iPhone. And there were four ads that we launched with that really did an amazing job. The first one was a day in the life of.

 

And it was actually the founder of the clinic and she was out on the farm and she was picking up bales of hay and she was having the kid on her hip and walking down the hall holding a laundry hamper and the other one, her other hand, you know, and it was just like not even a voice or anything fancy. It was just clips of her daily life. And at the end of it says, so you wonder why you're in pain or you wonder why you have back pain. Check out our move well special, right? Simple, but fun.

 

Next one was one of her staff members talking about, you know, hi, this is who I am. This is what I do at the clinic. I'm really excited to meet you. We have this really amazing special. This is how it works. Just like literally filmed on an iPhone, really casual, approachable. The next one was like a BTS or behind the scenes of what it's like to walk into the clinic, experience it, see what it's like. So you're walking in the door. There's a bit of education in it around, you know, this is how we take care of you.

 

So you're getting a sense of what it's like to do business or become a patient. And then the fourth one was a customer. So just a guy probably in his sixties at the beach, like throwing up his grandchild in the air, catching, rolling around on the grass. Again, no voiceover, no music, just beautiful ocean sounds and some text overlays. One of them of which was, if not for yourself, do it for them.

 

These videos were just edited in like a tool like Canva, you guys, and they were personal and approachable and fun and very native to social media. So that was the flow in order to get thirty dollars cost per acquisition of new patients. Good offer, good landing page optimized for the sign up flow and process and really good approachable different video ads. I have another one. Do you want to hear what this one is? Different business, Tutoring, a tutoring center.

 

Heather (09:32.248)

Now from this one, what happened is that they went from spending $250 to $50 to acquire a new student. That's a huge decrease, right? And what was going on before. And it used to cost just, so their flow was to get like a sign up on an opt -in form and then they would sell the student in from like a sales process, right? So it used to cost $20.

 

sorry. $40, $40 to acquire a lead. And we got that down to $2. So from 40 to $2 to get a lead. And then for an actual actual acquisition of a customer from costing 250 to $50, that's life changing stuff. So what did we do to work on that? And it's going to come as no surprise because again, it's kind of similar to what I said before, but I'll talk about how these guys did it. So yes, working on an offer.

 

optimizing the landing page and then looking at the ads and getting personal filmed video ads that were fun and fit the customer that they were going after. So in this case, the customer was students in high school in year 11 mostly or year 12 that were struggling with their mathematics, so their maths, and they wanted help, they needed tutoring. And so basically they found that the parents...

 

actually didn't respond the best to the ads. It was more the students and the students would then go to the parent to then obviously be involved in the process. But it was definitely ads towards the students. And so in the past, they were promoting like sign up for our entire program, like come for us for a whole semester or a year. And that is not going to cut it because that's like, like come on in and you are going to literally sign up your life. You don't even know anything about us. So.

 

What we did instead was just a taste, a taste. So it became an ace your term one math exam. That was it. It was a free taster program, I think one week, by like literally breaking off an offer from the entire thing that they want to sell you into. It was just ace your term one math exam. That was it. Just this specific exam. We're going to show you how to do that.

 

Heather (11:52.024)

And then obviously when they get the student there, then they're upselling into the entire year long or semester long program at that point in time. So that's where the money is, right? So that was the offer. That offer started working really well. The landing page was really not speaking to the student. It was quite boring. Like there was the initial headline was, if you're starting year 11 next year and feel nervous about your results in mathematics, we're here to help. I know I'm being silly voice, but you get the idea. Like it's very verbose.

 

and not like what the student would want to hear. The second iteration of the page, the landing page we sent traffic to was the headline, want to achieve 90 % in your next math exam? And then ultimately it became third iteration. Do you want to ace your term one math exam? Sign up for our free program. It literally had scarcity and urgency. We only have a few spots left. This is who it's for. And it was built in a way that was mobile friendly, because that's where

 

all the students were gonna see it on. They were gonna be on social media on their phone, and then they were only ever gonna see the page on their phone. So that's the key. Like the whole page was built for a mobile device. Even the video on the page was like a vertical video, not like a YouTube landscape video, it was vertical. So everything was felt native and natural to their target market. So that was a really good distinction is like really building the page from that perspective.

 

talking in their language, not being like overly verbose, just like, hey, do you want to ace your exam? That's it. And then obviously other supplementary things on that page to make it convert. So that's when the page went from converting 5 % of visitors to 20%. So again, getting the leads in the door to this free program, Ace Your Math Exam. Now the original ads were very boring. Again, they were like stock photos. They were like too much text over the top.

 

somebody going into year 11 would be scanning over the top of those scrolling over the top of those like not even registering it because it's not how they consume content. So then the next round of videos were unfortunately horizontal they or they were like landscape. So they were they also didn't fit because you think about how those how we consume content in social media. It's vertical, right? It's filling our screens. It's like Instagram reels. So that was a big one.

 

Heather (14:14.616)

And so then those videos, we changed to be vertical and they were fun. And they were like, had what we call pattern interrupts at the start where the founder, you know, was using an eraser as a pretend phone. And, they were doing like role play, like the two, the two co -founders in another one. And it just felt native and fun to the actual target market, but also the channel, which was Instagram.

 

And mostly Instagram, actually a little bit of Facebook, but mostly Instagram. So that's the shift really nailing the offer, using the sales process to sell into ultimately what you want to sell good native videos. Again, personal film from a phone, nothing crazy and optimizing that landing page, the copy on it to really fit the traffic that you're sending to that page. And I have one more. So these guys, they,

 

launched and then they had to shut down ads because they were getting too many leads to handle, which is a great problem to have. So, I'll, and I'll tell you about their business right now. And then I'll tell you what we did. So the, they're a, what they do is they're, for veteran owned businesses. They're like a chamber, a business chamber for, so it's called veterans chamber business community, something like that.

 

I should know it because I only know it as VCBC. But anyway, really cool organization. So the guys that started it are veterans that own their own businesses. And basically you can come in as a veteran owned business and network and learn to grow your business and get certifications. So you get into sort of preferred supplier chains and things like that. So the idea was to launch this new membership. And with them, what it was again, a simple landing page and sign up process.

 

very simple signup process, really casual videos. Yep, back to the simplified, you know, meta video. And they use their sales team. That was a big one. So instead of trying to sell people into this membership, it was a, hey, try us out for free. And then immediately the sales team talks to them and then sells them in. So sometimes you don't want to sell from an ad.

 

Heather (16:34.648)

directly on an ad, you'll see a theme here, right? Everything's free. Essentially we're promoting free or a $47 move well special, which is very easy to stomach cost, right? But you're still not paying online. You're still just filling out a form of interest and then you're doing everything on a phone call. So think about your flow of how you're attracting leads. Sometimes just adding a salesperson into the mix or

 

adding like a different offer or just a splintered piece of what you do as an offer or adding in new, you know, stacking in all the value of what you actually do. This is optimization work, right? This is what you work on to improve how you get leads into your business. And just these little tweaks over time mean you're working smarter rather than reinventing the wheel all the time. You're tweaking what you have little incremental shifts. And,

 

the Philippines recently, one of the speakers said, just focus on 1 % improvement at a time. And I loved that because it's very much into the sort of CRO space of little incremental tests. They can mean a huge shift of improvement over time. It's working smart, right? So we had this landing page where you go to sign up for this free membership. And then the ads were just one of the founders, Pete.

 

sitting at his desk, he had his medals behind him from when he was, you know, in the military. And it was just a kind of an invitation. It was like, hey guys, we put this together. This is what it's going to do. This is how it's going to help you. Nothing salesy, nothing sleazy. It was just like, come and check out the free membership, you know, get in for free trial. So that was the, the ad. We had three videos and that's what got all these incredible leads. And it was costing $6, excuse me, up until we shut them off.

 

$6, he got 222 or 220 new signups, a majority of them converted into paid membership. It costs $6 per signup, just doing this simple flow, right? So really knowing your market, speaking to them, having good video ads and a good landing page. And then that was the flow for this. So now we're revamping this into sort of a new offer and as his business is iterating and changing as they grow too.

 

Heather (18:57.56)

So hopefully that helps give you some ideas on working smarter conversion rate optimization, what it is, why you might need it in your business as well. Like right now I'm, I am doing this in my own business. Like this is a huge focus for us is revisiting the funnel and tweaking and measuring it differently to get more highly qualified leads people that can, we can genuinely help, and not waste anyone's time. So.

 

That's to come. I might have to tell you guys what I've done. I will, obviously, in the future. I'll tell you what we've done in our business to build our funnel and what we've done to change it from what we have now, just so you can have another example of what that means potentially for your business too. So thanks for being here. I know this is kind of a different episode than what I normally do, but it's kind of fun to share my knowledge as well and what we do in my business. So hopefully you got some value from that, you guys. And remember, if you need some help,

 

this sounds interesting to you, just come to hustlerebellion .com and click on the contact in the menu and then reach out and just say, yes, I need some help or I'm keen or let's have a chat. No pressure. All right, you guys, thank you for listening so much and I will talk to you in the next episode. Thanks, bye.