From what we understand, these two terms can be quite the intimidating terms. Funnels can seem so ambiguous, and so time consuming to build that some don’t even want to try. Split testing can sound super hard to actually implement that business owners basically lose money not doing it.
So today, we’re going to go over these two terms and hopefully clear up some of the ambiguity—and even more so, give you a few strategies that are easy to learn and easy to implement.
Jordan Belfort—aka The Wolf of Wall Street—explains that basically funnels are the customers’ journey through the buying process. As you can see in this picture, the idea starts to make sense pretty clearly. Lots of people poke around, see if your or service is something they’re interested in, and then it narrows down and down until the buying process, and then finally the conversion process.
We’re making the distinction between buying and conversion. Buying is a one-time thing. Conversion is when people come back and share again and again.
We’ve listened to Jordan Belfort a few times—and it’s pretty clear, the guy’s brilliant, gutsy, and knows what he’s talking about. It’s important to remember that with sales—and hence funnels—you’re not talking to the people who will say no and getting them to say yes. That’s not sales. Sales is talking to the people who are on the fence and getting them to say “yes.”
How do we do that?
The strategy we’re going to talk about is—
The Hero’s Journey
Why the hero’s journey? If you’re not familiar with Joseph Campbell’s work, it’d be a good idea to acquaint yourself with it. The basic idea is the mythic hero starts out ordinary, a problem comes, the hero acknowledges the call to action, goes on a quest, and comes back with an elixir. We’re dumbing it down quite a bit, but you get the picture.
But why? Because it’s psychology. Our brains are hardwired to think like the hero’s journey.
In other words—don’t be like 99% of everyone else and start saying why your product is the best right from the get go—show us through the hero’s journey. It doesn’t have to be long.
Take a look at Jordan Belfort’s site. Notice he’s got a video right there on the front—and guess what it does? Tells the hero’s journey. Look for it, and you won’t be able to miss it.
I have a friend who lives in Idaho Falls, ID, and we were talking about this the other day. So let’s say you realize the need for video production in Idaho Falls. You’re a small business, sure, but you understand the value of video and the hero’s journey. So you take that Idaho Falls videographer and shoot a three minute video.
What you don’t want to do is just be like a dumb infomercial. Instead, tell a story about where you were, the problem you encountered, how you surmounted it, and now that you’ve “returned” from the other side of the problem.
This is not your résumé.
It’s your story.
Now you’ll notice something else on Jordan Belfort’s site—what is it? His freaking landing page is used to build his email list. Everyone’s heard of the list. Learn from a master and look at what Belfort’s doing.
In order to watch that awesome video on Belfort’s site—you have to put in your name and email. Then you get instant access—and—you’re now on the Wolf’s list. You’ll get his updates with copy that’s written to make your brain scream for more information, and he gets your money.
Pretty cool, right?
So how does this work with Split Testing?
First of all, Split Testing is basically having the same product but just showcasing that product in a different way. So going back to the Wolf’s site, it would be two different ways of saying what you’ll get if you put in your information. You’ve got A and B and then you test and see which one gets you more emails.
Pretty simple, right? So why don’t people do it more often? It can be challenging to figure it out.
But here’s what we wanted to share. Add a thank you and share after you’ve captured their email.
So after they’ve given themselves over to your list—thank them—and then entice them to share your product with a friend or friends. The enticing bit can be a contest, a free product, a coupon, etc—there are a lot of options. This is where UpViral and ClickFunnels make it easy because then you can unique links, so you don’t get people hacking the system.
So if you have a giveaway and say that if your “buyer” will share it with friends, he or she’ll get 5 more entries in the giveaway, ClickFunnels and UpViral give that buyer a unique link so that your buyer can’t just share it with themselves and get the extra entries.
ClickFunnels is around $1000 per year.
UpViral is around $300 per year (if you get the webinar pricing).
Both are worth it.
Now, take your split test just a bit further and have A and B but then add in that “thank you and share” page we’d mentioned and split test that one as well.
Take your data and run with the one that’s best.
And, as always—enjoy the process.
—DaCode of Business