Info

The DavidArm Show

The David Arm Show is There's been lots of talk about lead funnels and email marketing. The problem is, to get a funnel working is costly with paid advertising unless your product or service sells. My podcast is about setting up your email funnel and lead funnel from free traffic. Once you get the free traffic working and converting, you can then upscale with paid advertising.
RSS Feed
The DavidArm Show
2019
September
August
January


2018
November
July
June


All Episodes
Archives
Now displaying: June, 2018
Jun 30, 2018
Listen or keep reading...

AB Testing Google Analytics

Google has done something very clever with A/B test, previously I paid $47 month for a service that did the same, and now I have switched over to Google A/B Testing or “Google Optimize” as it’s called. So what's all the fuss about? What if you could look at any page on your website. Select it as the page you want to test, then without any editing program, Google lets you make changes and saves your changes as version two. Boom. Job done.

This is how easy it is to do an A/B test with Google Optimize

  1. Add the URL of the page you want to test.
  2. Click the add Variant.
  3. Then select something on your page to change, in my case, I moused over my page title and a big blue box appears around my title which lets me click and edit my text as you can see in the image below...
  4. Save and run the experiment.
pasted image 0 1

Every serious email marketer needs this in their toolbox.

So, now you know where to A/B test (also known as split testing) for free using Google Optimize. Let's look at some real-life reasons to do so:-
  • Headlines - to see what gets the most action from paid advertising as your headline should read the same as your paid ad for the sake of the visitor knowing they land on the correct page.
  • Button placement - as you may have a signup image and test the button before or after the image.
  • Font style, colour etc.
  • Different images, of you and your, product images to see if any get a better conversion rate.
 

Now you know what to test, how often should you test?

Always be testing until you get about 30% conversion or above. It was A/B testing that took a healthy eating product sign-up page I did from 4% to 38% on email signups. Just think how many more email signups you will get on your list with a 30% plus sign-up page, then over to your lead automation process to build trust. To set-up your own AB Testing visit //optimize.google.com it updates your Google analytics as well should you want to do further analytics. The Google instructions are very good.

Here’s how it looks

I just set up a button placement test and need to wait till I get 60 conversions before I can make a good call. pasted image 0 Please note, this is a new page. If this was a page that was converting ok and I wanted to A/B test, I would set the original to 90% and the variant to 10% as you don’t want to see a massive drop in conversions should your new variant have a worse conversion.  

Got a question?

Ask it in the Facebook Group in this post… I answer all question, so don’t struggle.
Jun 27, 2018
Listen or keep reading...

Lead Scoring Methodology

Lead scoring is the ability to build trust with new leads so they know like and trust you enough to buy from you. Yup, the process sounds easy right, you send a bunch of weekly emails and if they haven't unsubscribed and are opening your emails then they must be a hot lead. Not so fast.

Lead scoring is having the ability to know…

  • Your leads interests.
  • Your leads problems.
  • Keeping your lead feeling valued.
  • And if you have the know how. Do it all on automation.
 

Now you know what lead scoring is. How do you do it?

Thought you would never ask. Let's dive right in. In this blog, I’m going to focus on lead scoring using your email list as that's what I do.  

Let's look at the flow of a lead

  1. They come to your site by paid or free traffic source.
  2. You offer a free give away in the form of an E-book, Video/Podcast how-to or interview in return for their email address.
  3. You send them emails and convert them to a customer.
 

Converting your lead to a customer is where it all goes wrong

You see many people say…
  • never sell to your list
  • Keep giving free advice
  • Eventually, they will buy
 

That is terrible advice

You need to give every lead a value and when those leads hit a certain value, boom you send them your offer. Let's look at a lead scoring model with points and all, but first, let me just say, so many people get put off lead scoring models, as you have to make up your own scoring values, and for whatever reason, no one wants to set this up and score it wrong. There is no wrong, just undervaluing or overvaluing your scores which we will talk about in a min.  

Lead scoring model

  • New email subscriber downloads your free ebook = 0 points. It’s possible your ebook has a “To Learn More” link at the end which takes your subscriber to a sales page. (now they know you have a product). If they buy, your shopping cart adds a tag to that subscriber for that product.Just know, a very low percentage of first-time subscribers will buy from the ebook. Something like 0.01%
  • Whan a subscriber just joins your list. They are at their highest action taking stage. Use this time to email out tips related to your service or product but don’t sell.
  • Day 2 - email out a tip - subscriber opens it = 10 points
    • Did the subscriber click the link at the bottom of your email to read one of your online blogs? = 5 points.
    • Does the visitor click more blogs as you have your blog's setup so the footer of one blog leads onto another blog and displays that link? If clicked = 5 pints
  • Day 3 - email out a tip - subscriber opens it = 10 points
    • Did the subscriber click the link at the bottom of your email to read an online blog on your site? = 5 points.
    • Does the visitor click more blogs as you have your blog's setup so the footer of one blog leads onto another blog and displays that link? If clicked = 5 pints
  • Day 4 - email out a tip - subscriber opens it = 10 points
    • Did the subscriber click the link at the bottom of your email to read an online blog on your site? = 5 points.
    • Does the visitor click more blogs as you have your blog's setup so the footer of one blog leads onto another blog and displays that link? If clicked = 5 pints
  • Day 5 - do the points = 50 points? If yes send out an email that asks the subscriber to visit your sales letter, video, or call to action. Much higher chance of a sale as you have now shown you are an expert in your niche and built up trust. Think of it as self-branding.If the subscriber does not open your email - no more emails for a week. Then repeat an email with a tip until they hit 50 points, then the trigger fires an email with the related offer.
  • If they don’t open their emails for 4 weeks reset their points and let them earn their points again, that way you only email out tips till you find their interest and they rack up the points again.
 

Undervaluing or overvaluing your scores

  • Undervaluing - If your reader has consumed 6 or 7 pieces of content. Wither it be emails, web pages, downloads or a combination of all and you have not sent an email to your offer, you are undervaluing your points system and time to put your points up to hit the trigger score faster.
  • Overvaluing - You have a high unsubscribe rate and lots of complaints about consistently selling. Time to put your points down so your offer emails don’t get sent out as often.
At the end of the day, it’s about testing what works best in your niche.  

What products do lead scoring?

Here I’m only sticking to budget products as I know there are many high priced systems that do lead scoring but they are not for this blog. Best products in the low spend group are:-
  • ActiveCampaign
  • Drip
  • Mautic if self-hosted as it’s open source.
If you feel I have missed a product that offers lead scoring, click here and let me know Got a question? Ask it in the Facebook Group in this post… I answer all question, so don’t struggle.
1