00:00:00:00 - 00:00:20:15
Unknown
If you're trying to improve the conversion rate of your selling asset, your sales page, or your doc, for your membership, for your course, for your coaching program, maybe you are looking at the wrong metrics. And like we did in the past, we looked at the headlines, the colors, the bottom positioning, and that's surely give you the 01. 1% of increase if you get it right.
00:00:20:15 - 00:00:32:04
Unknown
But there are seven ways we found that will dramatically increase your conversion rate if you follow them. And there are things that are not even in the sales page that will increase your conversion rate. But let's start from the beginning.
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Unknown
A friend. This is Iacopo and Alessia.
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Unknown
And
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Unknown
The first way to increase your conversion rate is to actually make your offer.
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Unknown
Fix a bigger problem by understanding what to sell. That was a mouthful. Unless you please explain. I would very much love to talk to you about the very first point, because it's something that I think everyone has done, and I personally done it and totally wrong. Totally way of thinking. Totally wrong. Point of direction. When I first started creating my content or the membership, I thought that an offer was only more stuff.
00:01:25:15 - 00:01:58:13
Unknown
I was so intimidated by giving value that I didn't understand what giving value was. I started creating videos over videos, over videos, and especially because it was a behind a paywall content. I created even more stuff. So for me, an offer was how many videos there are in a membership, how many videos there are in a course, how many classes I can actually sell on a course rather than thinking about this, a very specific question that is probably one of the very first, most important questions.
00:01:58:13 - 00:02:26:04
Unknown
And point number one of this video is can your offer fix a specific problem that your audience is having? So whatever you do, whatever you create is not just about how many, how long, how many hours is a what problem is that you are fixing for your lovely people? Have you seen The Matrix where neo gets uploaded martial arts directly into his brain?
00:02:26:04 - 00:02:48:03
Unknown
And when he gets unblocked and says, I know kung fu is exactly what your ideal client wants, once to press a button and knows the skill that you can sell to them, right? So if you have many videos for them to go through, that's going to do the opposite of it. So we understood that the hard way, because we've been trying to solve the wrong things for a long time.
00:02:48:03 - 00:03:15:06
Unknown
And point number one is about this is like understanding how to make your offers solve a bigger problem and selling the right thing instead of trying to show off and give as much as you can because you have to maybe compensate for some confidence issues like we were at the beginning. Like I said, imagine the biggest problem your audience is having and try and fix that with the least amount of videos, the least amount of resources for them to get to what they want.
00:03:15:07 - 00:03:48:10
Unknown
If you think this way, your offer will become ten times better immediately and people will buy more of it because of that. For example, for our membership, we started selling more exclusive videos and of course there were ballet videos, fitness videos, blah blah blah. Not many people signed up, but when we took a slice of it and created a mini course called Bikini Spa Course and we said, with this mini course, it's just $27 and you can go from complete zero to learning the fundamentals of ballet as an adult in the comfort of your home.
00:03:48:16 - 00:04:19:19
Unknown
And also you will be able to do from top to bottom two full classes so you will know and feel confident and know exactly how to start from the very beginning with ballet. But is the fact that you do the class, the fact that you will be able to achieve so much without lots to feeling overwhelmed with the confidence at home without judgment that actually got that offer is so juicy and a no brainer.
00:04:19:19 - 00:04:44:20
Unknown
Exactly. Even if your membership or long term product is maybe 12 months. For example, if you are in a weight loss niche, it takes time to to lose weight. You might want to have an entry point that it's a no brainer and fixes a small but specific problem, and everything else will become easier. The second way to increase your conversion rate is to actually explain the benefits of your offer in your selling asset.
00:04:44:20 - 00:05:03:19
Unknown
I'll give you an example. Lately, I signed up for a mobility membership. It's something that I needed to do because I go to the gym, but I really need to my joints to have better care of my joints. And I found this guy. Actually, you sent me this guy's Instagram. I really liked him. I had it was like, he is the bloke.
00:05:03:19 - 00:05:29:06
Unknown
He's a very big bloke. And, I said, considering that you're not listening to me because I'm a blond, I'm a ballerina. And especially I'm your wife. I want you to have someone that can kick your butts and work with you on your mobility. Think about this. He's not going to listen to me, but he is going to listen to someone that looks more the part to someone that he wants to become.
00:05:29:08 - 00:05:51:07
Unknown
So for somebody that does only one thing, that is the thing that I need. But anyway, I said, okay, let me see what he's got to offer. The content made sense and I could relate, but then when I looked at the offer, there was a lot of friction for me, because the only way I saw on the sales page was you got access to 150 plus videos, you're going to have tools, you're going to get workout plans.
00:05:51:07 - 00:06:09:01
Unknown
And I thought, well, this is a lot of stuff. I don't have time to go through all of this stuff. I'm busy. I want to switch on the thing and know exactly what to do. So I actually held off. Signing up to the membership because of the landing page. Wasn't telling me what problem would fix this thing for my life.
00:06:09:01 - 00:06:36:19
Unknown
And this is this is such an important thing. If your sales page doesn't paint a picture of what life will be after you buy, people will not buy because they don't understand what's in it for them and what they're paying for. Funny enough, after he's been working on his mobility, he can lift better, he feels freer, he is pain free, and he goes to the gym and he is happy without coming home and go, this is stiff.
00:06:36:19 - 00:07:03:10
Unknown
I can't lift this much. now we can. So you think about how much better the life of someone that you are going to be. Helping it out is going to be if you have the right words, the right path, the right targeted outcomes for the people out there. Let's take weight loss as an example. You might be an expert in nutrition training and and you know all the technical words, right?
00:07:03:11 - 00:07:26:04
Unknown
But if I am willing to lose weight and I find you don't have your expertise, and if you start going on the tangent on all the technical stuff, I'm going to lose you and leave you and go and give money to somebody else. So instead of having the list of features that look like, oh, five videos on nutrition, replace that with something that I can understand and get excited about.
00:07:26:08 - 00:07:48:11
Unknown
Like for example, five videos on how you can still eat pizza and donuts while losing fat. Now that's way more exciting than going through five videos about nutrition. I don't want to become a nutritionist. I just want to lose weight. How can you help me do that? This is one of the most important thing about copywriting. Paint the picture of what people can achieve.
00:07:48:11 - 00:08:17:09
Unknown
Removing all of the obstacle, all the frictions for them to sign up. Of course, don't be clickbaity. Don't tell lies, but excite people with what's possible for them. The third way you increase your conversion rate is it's got nothing to do with your sales page, but is how you warm up your audience with your content. I read a comment the other day from someone that is a content creator as well, and she was a little bit frustrated about the amount of content that she needed to create.
00:08:17:14 - 00:08:42:12
Unknown
And it was interesting because especially when you do content creation for years to come, we've been doing content for about eight years, and probably this one is the ninth one, with a second channel. But content is very important, and not only because you get out there and people get to know you, but it's important because it shows what you can actually do for your people.
00:08:42:15 - 00:09:18:04
Unknown
Let me explain. People is out there not to just show off for yourself, but to attract the ideal client. For example, when I started creating ballet videos, I didn't want to do ballet videos for kids. I didn't want to do torture Dutch torture around, but I wanted to actually help adults. I wanted to help, actually, at the beginning, someone there was going to do the profession, but then my language and the way I acted on camera was actually for people that were adults, and they wanted to do ballet for hobby, not to become a professional.
00:09:18:09 - 00:09:43:06
Unknown
So it's funny how your language, the way you are, attract to your people. It can shift and it can change. So whenever you are creating your content online, it should be a nice easy flow to offer. The next step? Exactly. Social media is not only a way for people to find you is also a way for you to sell yourself, your method, your story, and why they should listen to you.
00:09:43:09 - 00:10:01:01
Unknown
The better you are a content marketing, the easier will be for people to make a decision. When they see your sales page or your document, you want to warm them up with your content, and your content should do mainly four things. Well, the first thing is should really make them to get to know you, who you are, your personality.
00:10:01:01 - 00:10:27:11
Unknown
Like we are doing in this video. We're probably going to keep some of that jokes that we did while recording this year. And then secondly, you want to make them understand what results you can provide for them. For example, we help content creators go from 1KA month to ten k a month with our three pillar method. And yes, your content should also explain what your method is and what it is entails and why it's different from the competition.
00:10:27:11 - 00:10:37:05
Unknown
and you also want to tell your story because your story is what sells you. And your story doesn't really mean that you got to tell them what happened since you were born.
00:10:37:07 - 00:10:59:12
Unknown
You want to think about the your journey, like, why are you creating content in the first place? Why are you creating content in the first place? What made you want to help the specific people? Did you fix something for yourself? Tell me about it. Because the more I know about you, the more I understand. Maybe you are my teacher, you are my coach and I want to get closer to you.
00:10:59:12 - 00:11:17:23
Unknown
So when I see your sales page, everything makes sense. It is in line with what I found on your social media. And if I want to go deeper, if I want to go to the next step with you, I want to maybe increase my level of access to you. I want to do coaching 1 to 1 group, coaching, whatever that is, because I want to fix my problem and I think you are the guy or the gal.
00:11:17:23 - 00:11:45:18
Unknown
That's what's going to increase your conversion rate, not what's written in the sales page per se, but all of the warming up you've done on social media. The fourth way for you to increase your conversion rate. And I shouldn't really be doing this point, but here I am, is can you offer actually produce results for your clients? I think this is a very self-explanatory point where if you have any testimonials, you've probably been out there for quite some time.
00:11:45:18 - 00:12:05:01
Unknown
Some people have said, yes, there's this method. Your method has worked for me. These are the the the results. This is me before and this is me after. This is what you can show, what you can show to others whenever they're asking will it work for me? Will it work if I put in the work? Well, that's a very important point.
00:12:05:01 - 00:12:36:01
Unknown
They need to put in the work for that to work. But on your side, if you if you practice it with people, not only one but many, and the results of doing a your method in this specific way over and over again has produced those results, then you've got then you've got results. The best way to get those testimonials would be to grab your best clients and ask them where they were before finding you, what they implemented that got them the best results, and where they are right now.
00:12:36:01 - 00:12:57:08
Unknown
So you have a little journey for each testimonial if you want to ask them to give you a testimonial. If you don't have any clients right now because you're just starting out, well guess what? You are your own testimonial. What you've done with your experience. Your knowledge is already the proof that you know your stuff. I'm assuming you've done something in the past that you've got some kind of results for yourself.
00:12:57:08 - 00:13:15:13
Unknown
Not that you just wrote a rare read, a book or a course, and now you're teaching that. If that's the case, I'm sorry to break it to you, but this is not going to work. You need to have some experience in what you do. If you don't, don't market, go out, get some results for somebody for free, and they'll give you testimonials.
00:13:15:13 - 00:13:38:05
Unknown
You gain experience and you can go from there by posting this testimonials either on your content, on your sales page. People will understand that if people have done it, they can do it too, and that's as simple as it gets. The fifth way you increase your conversion rate for your offer, membership or program is to understand is the problem that you're fixing is specific.
00:13:38:10 - 00:14:00:04
Unknown
As we mentioned many, many times, whenever we create these dance tips, I thought I was talking to my younger self. I was fixing a problem for my younger self because being a ballerina back in the 90s, we didn't have a YouTuber. We didn't have Conte and available for me at my age. Back in my days at and I didn't have anyone to talk to.
00:14:00:04 - 00:14:22:21
Unknown
So whatever I created on my YouTube channel was to fix the problems, fix my younger self, to say, here you are all the content that you wanted back then. Funnily enough, the language I used was a way beyond where it wasn't for my younger self about what was actually for myself. So I started attracting people at my own age that wanted to do ballet.
00:14:22:21 - 00:14:49:12
Unknown
They never had the possibility to do it. And the word dancing from home. So there was a the judgment that came to mind, the fact that they couldn't step into a dance studio, the fact that they felt they wouldn't ballet was unreachable because it's for the elite. So for some reason, without even knowing, I started creating a community of people that followed me because they felt safe in that community.
00:14:49:12 - 00:15:11:15
Unknown
And this is this brings me to the point, I said whenever I started, then when I understood to who I was talking to, I wasn't creating content for kids. My language wasn't for kids, it wasn't for teenagers, it wasn't for pre-professional. It wasn't even for teachers that needed Compton to then step into their dance studio and say, this is what we're going to be doing today.
00:15:11:17 - 00:15:42:18
Unknown
No, it was for them. It was for my adult dancers and that crafted everything that we did in the content online, as well as the offer that came afterwards. The the membership at the courses. It was it, it was tailor made for my adult ballet dancers that were dancing at home, not even in the studio, at home. So you've got to think small places and small movements or anything that they can find at home, especially when you're live in London.
00:15:42:23 - 00:16:04:00
Unknown
I didn't have all the equipment, so I created content that was specific for even what I had at home in a 47 square meter apartment. And the way with being specific with it was not just the type of people we want to help, but also the language in the speech. What is the offer around this thing that I'm going to ask you money for?
00:16:04:00 - 00:16:23:21
Unknown
It's not just going to give you ballet for adults to do at home, it's for you to understand. For example, the beginner's ballet course was being able to follow a beginners ballet class, but starting from complete zero into actually being able to follow it all the way through in four weeks. And the price is $27 a year, you know exactly what you're going to get.
00:16:24:01 - 00:16:53:14
Unknown
You don't know how many videos are going to be, but you surely know there are going to be enough videos for you to be able to perform a beginner's ballet class at the end of the four weeks. Assuming that you follow everything step by step, day by day. Of course, in specifically, if you paint a picture for what it's going to be for them, despite the problems with the limitation that they might feel right now, not feeling good enough, fit enough, or they feel that they're too old, and all the things you should do to research your avatar.
00:16:53:18 - 00:17:19:18
Unknown
If you speak about specific what they're feeling and perceiving right now, and paint a picture on what they can achieve with your offer, that's how you become specific and people will say, I know exactly what I'm buying. I want that, I want it now giving give it, give it to me. By doing this, we've always been selling low ticket, but also we started including higher ticket programs and funny enough, we always been working in a tiny hobby niche.
00:17:19:20 - 00:17:44:20
Unknown
We didn't think we would sell expensive programs, do it yourself programs for half a grand, even two grands. We've got the higher ticket product, we have this two grants, and people aren't buying that because the perceived value of it is immense, because they know it's tailored for exactly what they need. It's not a general package, is not a general membership or course.
00:17:45:01 - 00:18:07:05
Unknown
It's specific for them. And that increases the perceived value of your offer. The sixth way to increase your conversion rate is by asking yourself this question. Can you guarantee your clients will achieve the results? The most common guarantee that we all know and use is the money back guarantee. And I personally don't like it because it creates really bad intention.
00:18:07:05 - 00:18:24:05
Unknown
When somebody buys something. We have free trials. We have many more signups because of the free trial, but people that come in is got the wrong mindset because they're already looking for the way out. So if you don't want to give money back guarantee, please don't. You don't have to do it. That's not the only guarantee you can do.
00:18:24:05 - 00:18:42:24
Unknown
People want to be reassured that the likelihood that they'll achieve what they want after they pay you is going to be met? So you could do that in many different ways. For example, what we do most of the time is to offer additional services to them in case they haven't met the results that they wanted. We might work 1 to 1 with them.
00:18:42:24 - 00:19:05:24
Unknown
In addition to what we already agreed on. Until they get the results. You can you can offer something like that. You can offer to get them access to other additional resources that they didn't pay off as a credit until they get the results. You can invite them to a private event. You could add staff to their offer to make sure you reverse the risk of not getting the results they were after.
00:19:05:24 - 00:19:22:20
Unknown
So even if you cannot guarantee the results because basically they need to do the work, you cannot do the work for them. You can try and think about all the possible ways you can help them get to where they want to be, and that's not necessarily giving them the money back because nobody wants that. They want to get the results.
00:19:22:20 - 00:19:41:03
Unknown
You want to keep the money, but try and help them try and reverse the risk. And this will improve the conversion rate of your offer. And you know what? If you don't want to have a guarantee, I understand that because maybe you want to just work with the top people. They are self motivated. They they're go getters and you just there to guide them.
00:19:41:03 - 00:19:57:00
Unknown
You don't want to give guarantees because you don't want to deal with that stuff. Yeah, I respect you and for you to be respected. You want to own it. You want to own your no guarantee. So if you don't have any guarantee, don't just don't include it in the sales page. Make people understand that they are not going to get any guarantee.
00:19:57:02 - 00:20:20:01
Unknown
Because if that's the case, you don't want to work with them. If you don't want to give it guarantee, own it and make sure everybody understands that you're not going to provide them with one that gives you positioning, that gives you boldness, that gives you confidence and the likelihood of people trusting you actually raise this up, because not everybody is that bold and have that confidence, and confidence is contagious and attractive.
00:20:20:02 - 00:20:50:04
Unknown
But also, of course, you have to do the work beforehand because a no guarantee means that you've done you, as a coach, have done the work way before, making people understand what you do, how you can help them, how you can, support them all the way through whenever they're going to step into the journey with you, then that is bold, because you know how much value you've put out there, and you don't want anyone to come into your membership, into your coaching program thinking, I don't know who you are.
00:20:50:04 - 00:21:04:21
Unknown
I don't know what you do. I don't know what your message is. If that is the case, that's on you. So you think about what content you are creating online that is going to make people so confident and secure. They're just not going to need a guarantee to come and work with you.
00:21:04:21 - 00:21:53:11
Unknown
And I
00:21:53:11 - 00:22:03:09
Unknown
and the seventh and last way with which you can increase your conversion rate is about pricing. And no, I don't want you to know where your price is.
00:22:03:09 - 00:22:24:11
Unknown
It's never a good idea. The lower the price is, the worse your clients will be. Can't trust us. We've been there when we were selling a $9 membership. We have the most complaints about that being to expensive, if you can believe that. So what did we do? We doubled the price. But that's a video for another story or a story for another video.
00:22:24:13 - 00:22:49:22
Unknown
As we mentioned before, even if our membership is not that expensive, it's now $47 a month, which in the fitness world is kind of high. The trick we found was to have an introductory product that fixed a specific problem for a very low price, one off price as an introduction to what the membership is going to be, because after the four, 3 or 4 weeks that you've walked through the program, what do you want to do?
00:22:49:22 - 00:23:07:12
Unknown
Do you want to continue improving in your journey? Of course. And that's the membership for that. So that mental passage was winner for us, so that you come in for a very low price. But once you fall in love with the with the coach, with the content, with the method and the model, then you want to continue on because it makes sense to you.
00:23:07:12 - 00:23:25:13
Unknown
But let's take for instance, in a high ticket product to go completely opposite. Let's suppose you have a $6,000 coaching program. Like many coaches out there, even 10 to 25, it might be difficult for somebody to give you $6,000 right away, even though they want to. Maybe they want to sign up right away, but that's the problem. How do you do it?
00:23:25:13 - 00:23:57:03
Unknown
Well, $6,000 one off sounds worse than $1,000 for six months. That sounds much better. What do you think? And if that sounds still too steep, how about $250 a week for six months? Isn't it better? So instead of having a $6,000 entry fee, we now have a $250 entry fee. Of course, it's going to be to last just for a week, but at least you get some some stuff going you need, you get in some momentum and it's not that scary, intimidating.
00:23:57:03 - 00:24:14:12
Unknown
And for you, it's great because the more clients you sign up, the more you are stacking up monthly recurring revenue. So you actually don't want people to have to pay you up front. You want to stack up monthly recurring revenue so that your income will stay at the same level at the beginning of each month, which is the best feeling ever.
00:24:14:12 - 00:24:35:15
Unknown
What we found is that any type of product, at any price, can be turned into some kind of membership. A payment plan that is like 6 to 12 months can give you more clients, get you more results and more cash flow then a very expensive program that nobody buys or very few people buy because they have the means.
00:24:35:15 - 00:25:02:22
Unknown
So be creative with your pricing and try and lower the entry barrier for people, because money is a real problem, right? So that's fixing a problem. Instead of decreasing, you're decreasing your prices. You are helping people to get to work with you in an easier way. And it's also the perception of how to be able to pay you, because I'm sure if they are there and they want to, get on a call with you, they're excited.
00:25:02:22 - 00:25:39:03
Unknown
They are they they want to take the next step. But if that big number for them is something really scary because you say, they say, I cannot actually put food on the table. If I give you all that money upfront, then it can be a big obstacle. But if we help them out and we just even the fact of perception of saying, I can come up with $250 a week rather than a thousand, 2000 a month, it somehow changes the perspective and it changes the way they will approach to you, and they will approach that whole, program that you have ahead.
00:25:39:03 - 00:25:48:04
Unknown
They will not come in as desperate, but they will come in with a mindset of, I can do this. I can find the money every week because it's not so scary
00:25:48:04 - 00:26:09:17
Unknown
And I
