SPECIAL SERIES ==> 🚫 Delete These 5 Things From Your Landing Page <== | BATHROOM Break #126 COLLAB: The Marketing Millennials + Do This, Not That

0:07Jay Schwedelson:We are back with another bathroom break. I am here with the man, the myth, the legend, Jay Schwedelson, and we're going to talk about some ways to increase conversions on your landing page. But first, we were talking before this podcast about gross things people were doing on planes and even normal things that people just do. that they think is normal in public. So, Jay, what is another thing?

0:34Daniel Murray:I know. Everyone's disgusting. People are disgusting in general. And so I was just flying. I was going to conferences. And I'm on the plane. And this dude next to me, he had no socks on. And he was wearing some sort of shoes. And in mid-flight, he takes off his shoes, but he had no socks on. So I'm all for, you want to take off your shoes and you have socks on on the airplane, fine. But he had no socks on. and first of all just for himself that's disgusting like putting your feet on the floor of the airplane completely disgusting but i think it's like i i don't i don't even know the i was so grossed out i'm like bro this is just you're gross like like do you encounter gross people

1:15Jay Schwedelson:first of all i'm very like grossed out by feet so that would make me sick i don't even like when people wear like sandals on a plane like and because then they then they end up touching the floor anyway and i'm like why are you wearing sandals at the airport like just wear shoes like it's dangerous um i had someone that was continuously and like it was continuously farting and it was like coming downstream in my face and i couldn't and i was in a situation where i couldn't move so it just was like in my face in my face in my face and i and i and i think he kept like like doing this thing where he would like look like didn't know he was doing it and i'm like dude please just one's enough like you could every two minutes it was downstream in my face

2:06Daniel Murray:because i'm like i'm like an old like gen x whatever is downstream it might be my new favorite word is downstream is that a word that people use i just know when like no like you know like

2:20Jay Schwedelson:odor just comes like downstream in your face and just it's it's it's terrible and it's like you can't stop it because it's like the air is blowing towards you and you're like downstream and you're like down like sometimes you want you want to go against you want to go the other side of the wind

2:34Daniel Murray:and i was not on the other side of the wind so oh we need to name this episode downstreaming That's my favorite. Let's be the word of next year. All right. This is useless. Let's get into how you can increase your conversions on landing pages. So I'll go, we're going to rattle off a bunch of them. Let me give you a first, a few ones. Well, when you have must fill fields on your offer page, your landing page, whatever it is, business, consumer, whatever, you really need to think about how many fields you're requiring somebody to fill out. people don't know this but for every additional must fill field that you have you will lose eight percent of your registrants and obviously depending on what you're selling whatever you need to collect certain things but if you don't need to collect everything then there are certain fields that are actually destroying your response rate so what are some other things daniel i think the other thing i

3:29Jay Schwedelson:like to do is under your cta or under your call to action or under your form having a social proof stat or something that's running but not only having a set of like x amount first make it specific like 235 344 whatever just make up like not make up a number but make something that's actually sound specific so it sounds legit and not made up but second name your audience like a lot of people say like people checked out or customers checked out or something if they're marketers if they're marketers say marketers if they're like beauty insiders say like beauty insiders if they're this they call out what they're doing um and your audience underneath as well as having the number so that is something that i think is underrated i don't see a lot of it's something that people tell you to do but they i don't see many brands putting that social proof under the cta right

4:28Daniel Murray:under the cta yeah and i think it's really important what you said about social proof about being specific um social proof on your landing page you only need one testimonial but it can't be like this is a great product or i loved it has to be like this helped me improve my business by 37 or it cut down on my uh cost by you know 50 a week very specific stuff is what really really works and then here's the other thing you want two things you want to do on your landing page Number one, there can be no navigation bar. There could be no links to anywhere else. When you get someone to that page, we're a very simple-minded specie.

5:03Daniel Murray:If there are links leaving that landing page, that offer page, people will click on them, okay? If you have a standard navigation bar on that landing page or offer page, you will easily lose 30 % of the people going to that page because when there are options to click somewhere else, that is the first thing they're gonna do. So if you do nothing else, make sure there's no, trap them on that page. You need to trap them like it's Love Island and they can't leave, okay? The other thing you want to think about is logos. I don't care what your business does. You have partners, big companies, you have vendors, you have clients, you have whatever.

5:41Daniel Murray:Put logos of whoever you're working with, your partners, clients, whatever, on that page. You need to let the person feel validated that they're making the right decision. And these logos are that last proof point that they need to say, you know what? This is a legit organization, a legit product. I'm gonna buy it. You may not think that these things matter, but you right now probably have a less than 10 % conversion rate, meaning that for every 100 people that go to your landing page or offer page, less than 10 % of people are buying it. That's horrendous and unacceptable because they just clicked through.

6:15Daniel Murray:They were interested in the thing. Something on that page is turning them off

6:18Jay Schwedelson:and it's these little things that are doing it i would go a step further is with the logos make sure they are matching the level of company that's coming to the page for example like if you're like selling like to an smb and you're saying and you're putting a huge enterprise brand on there they're going to be like it might be a cool logo but it's not like people want to see companies like them or people like them doing something. They don't want to see, like for example, if you're selling to a woman and you have a man on your page, they're going to think this is for men, not women. So it's the same thing with the company logos.

6:58Jay Schwedelson:Also, I really think you really need to make the button color way different than that stands out on the page. Like a different, brighter color so people can be directed to that button. I see too many people putting buttons that are blend in with every color on the landing page. People need to know, like, this is where I need to click. They need to, you need to direct their eyes to that click, that button. So make sure that, I hate to, like, make it pop. Like, same, but make that, make sure that it stands out in the eye with a color that doesn't blend in.

7:36Daniel Murray:And the last thing I'll say is the actual words, the verbiage on the button. Obviously, if it says submit, you should quit your job. That's ridiculous. That's terrible. Okay, but what you really want to do is reiterate the offer and make the person feel like they're going to get it. If it's, you know, they're getting, you know, a free insurance quote, it's get my free quotes now. That's what's on that button. You're actually letting the person say, oh, if I click this, I'm getting this. All right, order this, get my 25 % discount now. Start my free trial now. Now, reiterate the offer in that final click through, that submission button.

8:13Daniel Murray:Don't just have it be boring, generic, you know, register or whatever. This is a game changer in terms of performance.

8:20Jay Schwedelson:Yeah. I mean, also, I would say that language that you're using the button needs to fit like who you are as a brand too. I feel like people mess up that like register just comes off boring. Submit comes off boring. So like you don't want to look at the like a company that just slopped together a form on the page. So you want to look like you intentionally like did something with that form. And you you you're using the voice of your brand to make sure you you're doing that. And it matches with how you're trying to come up. But if you press submit, it just looks like you took like a random form builder and just put it on your site and slopped it on.

8:55Jay Schwedelson:And people just don't want to work with someone who just slops things on their website. I'm sorry.

9:00Daniel Murray:Completely agree with you. I want to ask you a question about being disgusting. So, like, I'm a big fan of when I fly, I wear long-sleeve shirts because, like, if I then am sharing an armrest with somebody and I'm in a short-sleeve shirt and they're in a short-sleeve shirt and then our skin touches, I want to throw up and I want to run away from my own body. Is that weird or are you okay, like, if your skin touches some random person while you're on an airplane?

9:27Jay Schwedelson:I don't get that close to people, but I wear it because I just think that people, they don't clean those seats very well. So I just wear a long sleeve. And I also am a big, when I get home, I take off all my clothes and shower right then. I do not touch anything in my house with those clothes. Those clothes are in the washing machine right as I get home.

9:59Daniel Murray:So that's an interesting topic. I probably feel listening to the word germaphobes or whatever. I don't know. But I agree with you. Like, the second I get home and play, like, my wife won't even hug me. She'll do, like, an air hug. And she's like, all right, after you get, like, cleaned up or whatever, I'll give you a big hug or whatever. And the same for her, because it's like, I am, like, representing all of humanity in that moment. And, you know, I'm trying to distort you. You're a peachy jay. You're a walking peachy jay. Do you think everybody else does that? You think everybody else kind of like...

10:30Jay Schwedelson:I think there's extremes of it. Like, I know people who have, like, outside and inside clothes for everything. Like, they'll go outside for, like, five minutes, and then they want to change into, like, inside clothes.

10:42Daniel Murray:Oh, that's weird. No, that's weird.

10:44Jay Schwedelson:Yeah, or they'll go to, like, a restaurant, and then, like, they will take off their clothes automatically and put on their inside clothes. So, um, but I... Like, places that are really disgusting, like, for example, my kid goes to daycare. as soon as he gets out of daycare, I strip him. Well, that makes sense. It's a peachy dish. Yeah, but it's like an airplane, basically, daycare.

11:06Daniel Murray:But if I go for a walk and then come back in.

11:08Jay Schwedelson:An airplane's like a daycare for adults on the plane. It's disgusting.

11:13Daniel Murray:Oh, the airplanes are just almost, everyone's gross. It's completely disgusting. Yeah, I don't know. Don't get a tuna fish sandwich and go on an airplane. Just don't do that. It's ridiculous. I don't know why in the little store, the turkey sandwich is fine, but they shouldn't be selling tuna fish sandwiches in the airplane store. What about the people who bring it from home?

11:35Jay Schwedelson:That's worse.

11:36Daniel Murray:Oh, Allie brings all of her food on the airplane from home. All the time.

11:40Jay Schwedelson:She brings tuna salads on the plane.

11:42Daniel Murray:No, not tuna salad. She's not that person. No, I'm just saying, that's what I mean.

11:46Jay Schwedelson:I don't mind if you bring your own food. I'm saying if you go that far to bring your tuna salad on the plane. No, no, no.

11:53Daniel Murray:You're disgusting. You need to go and have a conversation with yourself. You're gross. Listen, we've covered a lot of ground. Everyone here is downstream of this episode. It's my new favorite word. And everybody's got to go follow the Market Millennials, follow Do This, Not That. And we'll see you at the next one.

12:27Thank you.