Be an Ethical Entrepreneur, Marketer, and Business Builder

253% Increase in Web Page Contacts with One Little Test

The Optimized-Marketing laboratory is buzzing with new experiments, however the results from one test have been blowing us away…

Optimizing your website to convert more visitors to contacts is crucial!

Optimizing your website to convert more visitors to contacts is a crucial part of your web strategy!

The numbers are simply staggering. Almost unbelievable.

This test was run in 4 different states for 4 different businesses in the same industry and all produced the same winner at a statistically significant level.

Overall, the winner increased contacts an average of 253% over the control representing 200 more contacts per year for those 4 small businesses.

Did you catch that last part?

With no additional investment in TV, Radio, PPC, SEO, or any other form of advertising, combined those 4 businesses will have 200 more web contacts this year than without this test.

The answer is at the bottom.

The Unbelievable Power of Conversion Rate Optimization

This is the hardest thing for my team to explain to our clients because it just sounds ridiculous.

If the message on the page is the same and all the information is there, then why in the world would “minor tweaks” have such a drastic difference?

The answer to that has to do with a combination of eye movements over a web page, the “trigger points” of your visitor, and also understanding how to “optimize the thought process” of that visitor.

This is called Conversion Rate Optimization (CRO) and Chis Goward has a great definition:

Conversion Rate Optimization is the science and art of getting more revenue-generating actions from the same number of website visitors.

Here are a few common aspects of CRO:

  • Optimizing page layouts based on eye movements from click-tracking data…
  • Optimizing the thought process of the visitor by presenting information in the best order to maximize the chance that she will contact you… (i.e. You don’t put a contact form at the top of a page if the visitor still has to be convinced to contact you.)
  • Optimizing the “flow” of visitors to direct them to the highest-converting pages…
  • Surveying visitors to learn what problems you can best solve for them…
  • Experimenting with all of these concepts to see what works best in the real world.

Conversion Rate Optimization is the most powerful tool available in the internet marketing world.

Imagine the potential improvement in all of your marketing if you KNEW scientifically which headline or offer generated more leads!

With that information in hand, you could now make your TV, Radio, direct mail and cross-marketing efforts more effective than ever before.

How much can your website truly grow and improve?

Most service-based business websites convert less than 10% of visitors to contacts (6-8% is on the high end). That means 9 out of 10 visitors leave your website without taking an action.

Increasing that to just 20%, 2 out of 10 visitors, is possible in almost every instance and we guarantee to at least double your contacts.

My team and I were joking recently that our business probably wouldn’t even exist if the ad agency for my water treatment business in New Mexico would have been able to tell me what to expect for a conversion rate and cost/contact for our marketing.

That lack of information is what kicked my engineering brain into high gear to figure out a way to use the internet to scientifically answer those crucial questions for small businesses.

Since then, we’ve learned how to take technology, science and expertise that Fortune 500 companies use, and bring it to small businesses.

But unlike those large companies with entire departments dedicated to the task, we’ve figured out how to do Conversion Rate Optimization for small businesses for as little as $400/month.

Optimizing your website isn’t a quick process because it takes mountains of data and bucket loads of testing but, over the long-term, it’s the most powerful way to get the absolute highest percentage of your website visitors to contact you.

The best part is, your competition has never even heard of this so you can be confident they aren’t doing it.

If you’re the first business in your market to learn how to scientifically get more leads per marketing dollar spent…

  • You can start bidding more for Adwords and for more keywords.
  • You can run more TV ads on more stations.
  • You can mail out more postcards.
  • You can increase the wallet share of your current customer list.

While your competitor is cutting back his marketing because “nothing is working”, you’ll be going full steam ahead because all of your marketing just keeps getting better and better results.

The Science of Conversion Rate Optimization applied to your website in just 15 minutes

The most eye-opening 15-minutes you may ever spend with your website will be on a Conversion Rate Optimization walk-through with one of our scientists.

You will “walk-through” your website with us step-by-step to learn where our research has proven you are scaring away good leads.

You are then welcome to compare that to one of our websites to see the “psychological tricks” we use to increase sales that most people would never even notice.

Fortune favors the bold so don’t be the last one in your market to have a CRO team on your side.

Carpe Diem!

To your conversion rate optimization success,

P.S. In this experiment, we moved the contact form from the sidebar into the body of the page. That’s it. The wording, form requirements, and other details were all the same, they were simply laid out differently.

Contact us for a 15-minute CRO walk-thru of your website. You’ll learn exactly where your website is bleeding away good leads.

Conversational Marketing – Set your Small Business apart from your Competition!

Imagine for a moment that your business has to sell its product or services without ever interacting directly with the prospect…

No phone calls.

No visits to the showroom.

No personal emails.

Would your business survive? More importantly, if you constrained your sales process to that requirement, how might your marketing be different? Think about it for a minute… Would any of your marketing in its current form still be effective?

Online marketers have to sell to a prospect without ever seeing, talking to, or even interacting with that potential customer; in my opinion, they’re the best marketers out there. Now, what if you do have the opportunity to sit down with your prospects? If you can master the elements that great online marketers use AND you have the benefit of dealing with someone one-on-one, your sales process is going to be way ahead of your competition.

With that in mind, I’ve noticed Internet marketers, more than anyone else, use a technique I’ve dubbed “Conversational Marketing.” In essence, you write your marketing piece as if you were sitting down right next to the person talking. It doesn’t matter if you’re writing an email, a direct mail piece, or creating a website, conversational marketing strikes a deeper cord with your audience.

So first off, why is conversational marketing better than “normal” marketing?

  1. It’s easier to read
  2. It encourages people to keep reading
  3. It’s designed to lead someone to a desired result Step-by-Step
  4. It builds trust and rapport
  5. It’s actually easier to write and create

So how do we start using Conversational Marketing in everything our customers will ever see? Let’s assume you’re working on a business website… The simplest way  to use Conversational Marketing is to take your current face-to-face sales pitch and put it in writing. That’s it. Whatever closes the highest percentage of deals needs to be in writing on your website and ideally in a video as well. Keep in mind, that if you really do need a face-to-face meeting to provide a custom solution to your customer, then the sales pitch on your website is going to be your best pitch for them contacting you NOT your sales pitch for them actually purchasing a solution. That will still have to be face-to-face.

Probably the most important aspect of effective Conversational Marketing is defining your target customer. In other words, what is the customer sitting on the other end of the computer, direct mail piece, yellow page ad, TV, Radio, Newspaper or other medium like? You need a picture of your buyer in your head. For instance, Trader Joe’s defines their target customer as an “unemployed college professor who drives a very, very used Volvo.” Did you get a picture of that in your head? Does each revenue stream in your business have such a crisp picture of your target customer? To take this one step further, your goal is to be able to write in a way that it sounds to the reader like he’s talking to himself. Does that make sense?

Consider the following common marketing examples and tell me which sounds more like the way you talk?

Act now!” OR “Make the commitment now and get this problem off of your plate.

But wait, there’s more.” OR “By now I hope you can see that we’ve offered some great deals for you. However, there are a few more things we’d like to share.

We have the best deals in town.” OR “You already know other people offer a “similar” service. For instance, Joe’s will charge you X which doesn’t even include A,B, or C.

Our customer service is excellent.” OR “Here’s an idea of what some of our customers think of our service. <insert testimonials>

Are you starting to get the picture? The “common” marketing words are so hackneyed that we all instantly recognize them and immediately close-off. We know each phrase translates to – someone is trying to sell me something. And we don’t want anyone to sell us anything. We want to CHOOSE the best option for ourselves.

At this point you’re saying… That’s fine and good, BUT I don’t have room for all of that on a direct-mail postcard, 30 second radio ad, 60 second TV spot, Yellow Page ad, or any other form or marketing besides a direct mail letter or my website.

That’s exactly right! So unless any of those forms of media provide enough information to sell someone on the idea of contacting you, then you should probably be using that media to point them toward your website where you can address all of these things. Obviously you will still provide your phone number and address in case they are ready to take the next step.

Beyond that, if you make a conscious effort to start marketing conversationally, you’ll be amazed at what you can fit inside any of the standard marketing mediums. One of my marketing teachers told me that when putting together a headline for any marketing copy he used to take his top 3-4 headlines and ask his friends at the bar which one was good. If they told him they really liked them or they were very good he threw them away. After all, everyone is going to say that. Instead, when they said, “Is that really true?”, he knew he had a winner. That’s a great way to institute conversational marketing into your shorter marketing mediums.

Finally, this is all about a one-on-one relationship. Earlier I stated that your best website takes your face-to-face sales pitch and puts it into words and video. A crucial point in being personal is to include a salutation with your name and title. The bottom of your web page, and every other type of marketing where it can fit, should have a salutation just like a personal letter. Remember, people buy from people, NOT from businesses. The obvious exception would be TV/video since you are addressing them directly and personally.

You’re starting to see this “personal relationship” idea reach big companies with Google marketing videos usually telling you which Google employee in which department is talking with you. Tom Anderson, founder of Myspace, also made sure he was the first friend for all new accounts. Smaller companies like and are even better at introducing you to the people helping you when you need help. The biggest challenge for large companies is that they have 100 people in customer service, product development, R&D, and marketing so they can’t be personal. Their weakness at not being personal should be your advantage. DON’T EMULATE FORTUNE 500 COMPANIES BY MAKING IMPERSONAL MARKETING OR AN IMPERSONAL WEBSITE. Make your website extremely personal so you can set yourself apart. Don’t be afraid to use your status as a small business to your advantage! Obviously if you have a lot of turnover, then you need to think through how you’ll do this effectively.  Also, don’t ever sign off as, or put, “owner” on your business card. If you ever want your business to run without you, training your customers to expect to hear from the owner is a step in the wrong direction.

To your Conversational Marketing success, Bryan

P.S. In my next few blogs I’ll be going more in depth on using this type of marketing on websites and other online medium including providing example websites.