- Social Media
By now I think it’s safe to say that anyone who watches this lesson already has an understanding of what I mean when I say “Social Media”. Inevitably, most of you will have Facebook pop into your heads as it is the most prominent social network out there.
But at its core, what is social media exactly? If your gut reaction is just to say it’s a website on the internet where you share updates on what you do and connect with friends, you’re right. But at this point, it’s become more than that.
I would argue that Social Media has become a part of the daily lives of most people. Because Facebook is now a publicly-traded company, they have to be pretty transparent about their users and revenue numbers. In quarter two of 2014 the company indicated that they had 1.317 billion users on the social network. To put that in perspective, this means that roughly 19% of the entire world is currently on Facebook.
When you think about social media, it’s no longer just a website on the Internet that people visit on a regular basis. Instead, social media has become so much more than that. On a personal level, people use Facebook to stay connected with their family, friends, coworkers, acquaintances, and sometimes just that random person who decided to request a friendship with you.
Social media isn’t just a tool that people used to stay connected with their friends, it’s become a place where marketers have a golden opportunity to connect with their audience.
Why is this so important to you?
The reason why this is important to you is that if you understand how to utilize social networks to grow your business, it’s going to ease the process of expanding your audience exponentially. Truth be told, it is getting more and more difficult to do this organically, meaning do everything for free, but if you have patience and are willing to spend maybe $50 a month in advertising, social media can do some amazing things for you.
Instead of thinking of social media as just another burden that marketers have to deal with, picture social networks as an ecosystem of individuals who have special interests and objectives that you can target very simply with minimal effort.
As an example, did you know that with Facebook you are able to target males who are 21 to 36 years old that live in Chicago who own a home, make over $250,000 a year and have an interest in boating?
If you didn’t know you could do this, realize that you absolutely can and really the costs to do so are pretty minimal if you target correctly.
But the value of social media doesn’t stop there.
Back in the early to mid-90s when the Internet was still rather young, one of the more popular things that existed is what was called a forum. Although some forums still exist today, they’ve essentially been replaced by social media. Many of these social media platforms have groups or community areas where individuals can meet and discuss common interests with each other.
The last and probably most valuable reason to utilize social media is that it’s a place where you as a business owner are able to encourage your brand advocates to come together and converse with each other about topics that you want to hear. For example, how great would it be to post a question to hundreds of your brand advocates in an effort to make a decision on what your next product should be?
If you don’t realize it already, the place where you can do that is already here, and that place is social media
This is the value of social media. It’s become a platform where users are openly willing to share what their most intimate beliefs and hobbies are, that allows for discussions among like- minded people who are passionate about particular subjects, which helps businesses create virtual communities of their most enthusiastic fans.
2. UNDERSTANDING THE AUDIENCES OF MAJOR SOCIAL MEDIA PLATFORMS
This lecture is all about understanding the audiences of major social media platforms. You may be wondering why is it that we would want to know this information. Well, this information is very, very important for you as an individual with a website, or a business, and that’s because you want to be on the social media networks, or the social media platforms that your audience is on.
If you’re not on those platforms at all you’re really missing out, and you’re not able to connect with them. Today’s lecture is all about:
- Understanding those audiences
- Understanding the demographics of the people that are on these different platforms.
- Getting a better idea of which ones you should use in order to better connect with your audience overall.
This lecture is going to be a little bit more academic in nature compared to what I usually do, and what I mean by that is, I went out onto the internet, and I did some research to try to find a very reputable source that did a research study where we could really have data here that I could present that was very beneficial, very accurate, and was done in a way that was through a research study so that we’d know that we could trust what it is that we’re reading.
There’s a lot of blog posts out there where someone just says, “I believe that this particular platform is great for this, and this particular platform is great for this. That’s usually, I mean for the most part true for what they’re saying, but that’s all anecdotal, there’s no actual data to support what they’re saying. The purpose of what I did here is to find the research study with the data that actually validates this.
Now, that being said, what I was able to do is after researching, I found a research study that was done by the PEW Research Center, which is over at pewinternet.org, and the data that we have here, a little bit about the study itself so that you understand where we’re coming from.
UNDERSTANDING THOSE AUDIENCES
First off, it was a survey that was done by phone, okay, so it was a telephone survey, and it reached out to Americans, so this is only the American market, it reached out to people that were 18 years or older, so anybody that’s younger than that is not included here, which is important, but if you’re trying to get that adult audience which most websites or businesses are, this is helpful information, and the way it was done was that Princeton Survey Research Associates International, they reached out in August to September of 2013, and what they did is they were able to contact 1,801 adults that again, were age 18 years and older, and what was done is they asked them if they would be willing to take a survey, and then they asked them a series of questions.
The results that I’m about to present to you are from that survey, and with this being said some people will say, “Well, this is from 2013 is it still accurate?” Everything that I know in my industry knowledge, I feel that this may not be, numbers may not be the exact same as they are today, but the overall trends and what’s being seen in this survey, I’m sure ring true today as well.
Let’s start off by talking about this little graph here, which is the social media sites of 2012 and 2013, and what this represents is the percent of online adults who use the following social media websites by year. As you can see, not surprisingly, Facebook is the largest social network that’s out there.
I think one thing that will be surprising to a lot of people that LinkedIn, which is primarily just a professional social network, that is actually the highest, and again this is from adults that are eighteen and older, but that’s actually the highest amount here, which I think which had surprised some, and as you can see, the other thing that we can really take away from this graph overall is that social media usage, at least in 2013, has continued to grow, and like I said, I don’t have the 2014 data as well, but if we did I’d be willing to bet that 2014 grew as well.
Understanding the demographics of the people that are on these different platforms.
Next, we have a part of the study that’s really focused on Facebook users, and you can tell, for the most part this data, I don’t think is necessarily that surprising, a lot of this is really what I would expect anyway when I would be looking at Facebook Data but, two things that are definitely important that should be brought out here is that overall, 71% of the users who were surveyed, so just almost three-quarters of the people that were surveyed, they do use Facebook on a consistent basis.
In addition to that, 45% of the internet users that are age 65 or older are now using Facebook, so 45%, and that’s actually up if you look at 2012 data, that’s up from 35% previously, in other words, those that are 65 and older are beginning to use Facebook more and more often, so it shows that that particular graphic for that age range definitely they’re using Facebook a lot more than they used to and it’s one of the growing segments within Facebook.
One thing that I know, and this is anecdotal just on news that I’ve read is that with Snapchat, if you’ve heard of that, Snapchat is a mobile person to person messaging system where you can send some texts, you can send images to each other, that is actually taking away the teenagers from Facebook
Again, it’s important to realize that this data is only people that are 18 and older, but if it were to go younger than 18, it’s likely that there was a bit of a decline in that particular area.
Now we move on to the next graph here, which is Twitter users so, among online adults, the percentage who use Twitter, and this overall, so, overall of other people that were surveyed, 18% of them are using Twitter, and of those 18%, breaking that down a little bit further, interestingly enough, 29% of them were black, non-Hispanic, which is interesting because that means the African-American younger adults are using this, and we can say younger adults because as you can see in the age ranges, this particular social network is really over-represented in the ages of 18-29, and 30-49’s a pretty wide range, I would have liked to have seen that broken down a little bit further with age, but basically those that are 49 and under is really where most of Twitter usage resides.
Next we’re going to talk about one that maybe all of you aren’t on, but that is Instagram, and Instagram really is the focus of, it’s a photo sharing service where you can have a social network part of it intertwined so that other people can see your photos and comment on them, and that sort of thing. Instagram, it was acquired by Facebook in April of 2012, and with that being said, 17% of the individuals who were surveyed are currently using Instagram, or were so in 2013, and that was up from 13%.
So it grew about 4% year over year, and two particular groups that you may notice are represented here is first off that the ages of 18-29 has increased from 28% in 2012, to 37% in 2013. In other words, the age range of 18-29 began to use Instagram a lot more than the year prior, and also, similar to Twitter, the black community, or African-American community, they also have begun to use this a lot more. In 2012 they were at 23%, and in 2013 they ended up being at 34%.
Next, we are going to talk about Pinterest. Now, Pinterest in itself, again, it’s one of those social networks where basically you can make boards, and what you’re able to do is you’re able to put pictures onto those boards. For instance, if you wanted a dream wedding and you said, “I want to collect all of my dream wedding items, or things that I want to be in my dream wedding”, then you would be able to create a board for that, and put all those items onto the dream wedding board.
Now, Pinterest in itself, overall 21% of the users who were asked if they were on Pinterest said, “Yes.” That was up from 15% who did the same in 2012. Women in the U.S. really dominate Pinterest, you can see that they’re definitely over-represented, there is 33% of the people who replied that are on Pinterest actively said, “Yes, I’m female” verses male at 8%.
So, it’s mostly a female social network, and also something that’s really interesting about Pinterest is that overall, if you look at the income levels when you compare it to other social media networks, the income levels of those that are utilizing Pinterest tend to be a little bit on the higher end, and so does the education level. So, I don’t know, the correlation there to me makes sense the more schooling you get, the better off you’re going to be paid generally, but the point is, is that this is one of those where the audience is a little more affluent on Pinterest.
The last social media platform that we’re going to talk about is LinkedIn. Overall, of all the people that were surveyed 22% of them utilize LinkedIn, and as you can see, men were over-represented from women 24% to 19%, so it is a little bit more male.
Something that’s interesting here though, it’s similar to Pinterest, as you can the education level is really over-represented at 38%, and also the income levels from $50,000 to $75,000 a year, or $50,000 to $75,000 or more per year is also over-represented, and that’s not surprising because, this is a professional network that’s really geared towards professional development, keeping your professional connections, and that sort of thing.
One thing that’s really striking about this data that I think is really important is that, you can see 18-29 is actually a much lower usage than 30-49, and even more than 50-64. Those who are between the ages of 30-64 are much more likely to use LinkedIn, which makes sense, because at that point you’re really ingrained in your profession, and you have a better understanding of what it is that you want to do.
Getting a better idea of which ones you should use in order to better connect with your audience overall.
Alright, so moving right along, let’s talk about the frequency of social media network use. Now, this is interesting, this actually shows the percent of users, and how often they actually use each particular social media network that’s out there.
As you can see, Facebook is the runaway favorite. 63%of the people use Facebook on a daily basis, and I can say I’m one of those people, assumedly most of you are as well. Next, we have Instagram, is also in terms of daily basis used very often, then Twitter, then the daily use kinds of falls off with Pinterest and LinkedIn, but as you can see with Facebook, Instagram, Twitter, those are kind of hovering around the same with weekly usage, and then as you can see, Pinterest jumps up to 30% meaning that, it’s more likely that people will check Pinterest weekly than they will daily.
Same thing with LinkedIn, it’s represented at 34%, so it jumps up quite a bit, especially from daily, in other words most people do not check LinkedIn daily, that’s what this says, but they check it weekly, and then from there you can see that the bottom most bar is all about…it’s less often. I don’t know how they define that, but LinkedIn is checked less often than all the other social networks than Pinterest, then Twitter, Instagram, and Facebook.
This gives a breakdown of how often people are actually using these social media sites. In other words, if you’re not on Facebook, get on Facebook with your own business page. Everybody’s there, they’re using it daily, you want to become involved, and same thing Instagram, if you’re not there, and you think it could work, and you can have an image focused profile or company page within Instagram, definitely create that, and even Twitter, all three of those are definitely the big three in terms of people who are using them on a daily basis.
Now, the next part of the study talked about the number of social media sites that are used overall, because I think a lot of people see this information, and they think, “Well, yeah, but all these people are using different sites, so how accurate is the information”, and the study did a great job of breaking that down as well, and as you can see here what is has, is that it shows that 36% of the people who were, who did the survey said that they only use one site, which I think might be a little bit surprising to people, me personally, I’m active on three sites, Facebook, Twitter, and LinkedIn, but a lot of people are not. This just shows that it’s over-represented by one site, there are people who get into two cites, some into three, four, five, etc…
Now, the last part of this study was the social media matrix, and I think this is really, really important. This actually tells you of the percentage of people that use social media website A, how many of those are using social media website B? In other words, what I’m saying is when you look at this, the percent of Twitter users who use Instagram is at 53%, in other words, those two pair very nicely. If you look at Instagram users who use Facebook 93%, you can see there’s a little bit of a drop off here with the percentage of LinkedIn users who use Facebook, compared to all the others anyway, it’s only at 83%
This data does a good job in helping you understand if you’re audience…if really active on one social media network and platform, and you’re trying to think of what other platform should I get on to be able to interact with a similar audience? It’s obviously not going to be guaranteed, there’s a lot of variable here, but for the most part you can rely on this data to see what other social media platforms it makes sense for you to be on.
3. CREATING MARKETING CAMPAIGNS ON FACEBOOK
Resources mentioned in this video:
Facebook Advertising for small business: This is the platform I use to illustrate targeting in this video.
Hello everyone, today we are going to talk about creating marketing campaigns on Facebook, and what we’re going to do first, is I’m just going to show you how to actually access the screen. Now, you may not realize it, but Facebook in itself has some very, very specific targeting that you can do to get people to know more about your online business, to visit your website, there’s a bunch of different objectives that you can set when doing Facebook advertising.
Starting off, how did I actually get to the screen? All you that you need to do, and if you go into your Facebook, you all have a personal profile, I’m assuming, and if you don’t have a personal profile for Facebook, I will let you know that you do have to create a profile in order to run these marketing campaigns, but it’s pretty simple.
All that you really need to do is go up here to this little down arrow hear, you click, and then you can click on create ads. Now, in order to create these ads you’re going to have to have some type of, using Facebook as a business page, you’re going to have to have some type of business page here.
As you can see, I have the one hour professor website here, the Facebook page, and I already have this page so I can promote the page itself, and do some targeting to get more people to see it. Now, you don’t want to use these types of promote page here, or boos post. There’s a lot more specific targeting that you can do, and I’m going to go ahead and show you all that now.
Basically you go in here like I said on the arrow, and you click on create ads, and the first thing that you’re going to see is this screen so, as you can see it says, “Choose the objective for your campaign”, and we have send people to your website, which is focused on actually sending traffic to your website. We have “Increase conversions on your website, so, if you have some type of conversion action that you want people to take, such as an email opt in form, or purchasing a product, you can use this option.
If you’re wondering how it works, what we do is that, we take some code that Facebook generates, and we put it on to our website, and after people have visited, then when that code is triggered, then Facebook realizes, “Hey, we have a conversion.”
In addition to that, we have “Boost your posts”, and this means if there is a page post that has already been done, and already pushed onto Facebook, it will allow more people to see the posts, more people to engage the posts, or engage with the posts. Next we have “Promote your page”, and this is directly promoting your page, and the Facebook page of your company.
We have “Get installs of your app”, so if you have an application, this is to get more installs of that also, to get more engagement with your application if you have one. “Reach people near your business”, so if there is a brick and mortar location of an actual business, this is the way that you would want to do some advertising to get people near the business itself.
“Raise attendance at your event”, so if there’s an event that you’re running, and you want to get more people to attend the event, and RSVP, this is a great option, and then we have “Get people to claim your offer”. So, if you have some type of special offer that you’d like to promote then you could use this, and finally, “Get video views”, and this is if you have video that you want to show to larger amounts of crowds, or a larger crowd, then you can use this Get video views”.
Now, in terms of what I’m going to do, and what I would recommend for you, especially starting out, which I’m under the assumption that most of you are, focusing mostly on sending people to your website, or boosting your posts is what I would recommend.
I’ll also say that for me, and what I’ve done targeting wise, boosting my posts is usually the best bet, because it’s relatively cheap for the clicks, for people to click on it, and actually look into my posts, and whether they like it, or share it, or click through and actually read the entire post on my website, so I recommend “Boosting your posts”.
We’re going to go ahead and use this as an example, and of course I’m going to choose One Hour Professor.com, my website, and we’re going to go into here, and we will talk about, let’s see here, we will have a post….So, how does PPC, or “Pay Per Click” advertising work? And this is a video quick tip.
We’re going to use this post, because it’s something where I would want people to click, and then when they do they’ll come to my website, and they’ll be able to watch a full quick tip on how “Pay Per Click”, or PPC actually works. We’re going to click on continue here. Campaign name, go ahead and name it whatever you want, whatever you think is appropriate, and this is really where we get into the nitty gritty of advertising on Facebook, and I’m going to be the first to let you know that Facebook has some incredible advertising capabilities.
Just so that you’re aware, a lot of the information that you put into your personal profile on Facebook, that is what they use to market, but Facebook has also gone out, they’ve partnered with other companies that have a lot of information of you in terms of your purchasing behaviors, whether you own a home, your income levels, and they have a very sophisticated way of figuring this all out, and they’re actually able to offer this up to marketers.
In terms of targeting, Facebook has some excellent targeting that they can offer, but what we’re going to do is we are going to focus, obviously we just want to focus on the U.S., that’s where I’m at, so we’ll focus on that.
Age range, I just want to show you some of the capabilities here. So, let’s say, that we want an age range, we’re looking for people that are between twenty-four to let’s say thirty-five, and gender you can choose men or women, for me all is fine. Language, I’m going to type in English even though it would default to that, but I’m going to type that in anyway, and then we’re going to go into more demographics.
What else is it that I would like to know about the people? Well, for me personally, I think that educational level, their education level is a good thing to have a little bit more education. I would personally like in this specific instance, I’m going to only target people who have graduated college, or have we could say associates degree as well.
At this point in time I have people, all men and women who are twenty-four to thirty-five years old, college graduates, whether they have an associate’s degree, or assumedly a bachelor’s degree, and as you can see here my potential reach is twenty-four million people, and that’s going to adjust as we continue to refine this.
We’re going to save that. So, that’s fine. In terms of where they work let’s go to…well, let’s go to their job title, and we want to add a job role of Chief Executive Office, meaning that they have their own business, that’s what we’re focused on now. So, they have some type of degree, and they have they’re job title as Chief Executive Officer, or we’ll also put CEO, because we want to make sure that we grab both of those.
Now we’re at seventy-thousand people. So, we are looking at individuals that are very specifically college graduates, and they’re CEO’s of their own companies at this point, presumably, that’s what they put in their website, or in their Facebook profile in their information.
Do they own a home? I would say homeownership, to me personally, I don’t really care either way if they’re a homeowner or a renter, but I just want to show you that that’s one of the capabilities that you can do. There’s really a ton of information, you could just go after moms, and try to target moms if you want to, you can target all parents.
For this specific…well, we’ll also talk about income, so we’re looking for people that make let’s say fifty to seventy-five thousand dollars a year, okay? So, now our potential reach is pretty targeted. We’re targeting seven-thousand-four-hundred people, and we know that this is the information, they are a college graduate, or associate degree, Chief Executive Officer, or CEO as a title, and net income of fifty to seventy-five thousand dollars a year, that’s what they’re focused on. Homeownership, we can actually get rid of, we don’t necessarily need that, and that’s really all that we would need to do.
Now, you can also, and this is where it get pretty interesting, if you’d like to, you can go into interests here, and you can focus on people that are in a particular industry. So, for me, business and industry we’re going to go into advertising, cause again, this is Pay per Search advertising that we’re interested in, or that we’re targeting.
Obviously entrepreneurship is a big one, so we’re going to target that, and then we’ll also target marketing, because those are the three that I really want to target.
Now our potential reach is three-thousand-four-hundred people. So, you see how it continually gets more and more specific, or this number continues to drop every time that we refine a little bit further, and this is a very good target…potential reach. I would say ideally, you’d like to be somewhere in between four to fifteen thousand people, but at this point I feel like we’re in a pretty good place, and I’m not going to further dig into the targeting, and focus more on it.
Instead, I’m just going to go down to here, and behaviors, there’s a bunch of different behaviors that you can do too. Digital activities, mobile device users, purchase behaviors, etc… The one digital activity is, which I think is good is Facebook page Admin.
Now with this I’ll know that presumably they are CEO’s of their own company, they have interests in advertising, entrepreneurship, and marketing, and they’re a Facebook page Admin, so they presumably have their own Facebook page.
Now we’re at two-thousand-two hundred people, so we’ve overstepped our bounds a little bit, we’re a little bit too far, so let’s get rid of marketing and advertising, and just have entrepreneurship. You know what, that actually made it a little bit worse. Let’s get rid of entrepreneurship all together, and leave that open.
Okay, so now we have four-thousand people, and this is what I mean you have to refine as you go, but we know that these people are CEO’s of their own companies, and they are a Facebook page Admins.
So, and they’re income level fifty to seventy-five thousand, and either sex, and they’re college graduates. So, at this point we know that these people have their own business, they’re college graduates, they make not a crazy amount of money, but a decent living right now, and these are the ones that we would want to target because, they’re not necessarily making a ton of money, but they have a livable wage, and they have a college degree so, presumably they’re able to continue to learn, and stick with things as they go.
We’re going to there, Connections. We can go with only people who are connected to my website, “Only people not connected to my website”, or “Advanced connection targeting.” We’ll just go, “Only people not connected” to One Hour Professor.com. So, we’re only connecting to people, or we’re only advertising to people who are not connected to One Hour Professor.com.
And then from there what is the budget? I always usually like to do a Lifetime Budget, and it says three-fifty, but you could make this, I mean you could make this a ten dollar budget, or you could make it a lot more. I usually like to say, “Hey, let’s throw twenty-five dollars towards it”, and then it tells you, what’s a start and end date? End date, doesn’t necessarily matter as long as you spend it.
You can set the end date to five years from now, it doesn’t really matter. The only way that this is really going to end, or the time that this is really going to end is if the Lifetime Budget is reached.
You can also do per day, which is obviously different, but that says, “Hey, per day indefinitely I want to spend five dollars. Every single day until I stop it”, and you could put an end date here, but I like to do a Lifetime Budget just because it’s set it and forget it, it’s a lot easier to do that.
And then we go on to here, “Show Advanced Options”, and we are optimizing per Page post engagement.You can always optimize for impressions, meaning I want more and more people to see my actual ad, or you can optimize for clicks, and this is where you want people to click on your particular ad.
I like optimize for page post engagement, because really, if you you’ve targeted this correctly in this situation, you’re going to get a lot more in my opinion, with the Page post engagement than you will with clicks or impressions, because if it’s targeted correctly, the people that are going to see it are really going to want to click on it, want to read it, want to share it with their friends.
This to me if fine. I’m going to leave it on Page post engagement optimize for that. This actually goes over what the ad is going to look like, or what the post is going to look like. Now, I will say, this is just a video quick tip, and it has a link here. I will say that it’s probably a good idea to choose a post that has a picture with it. This particular picture doesn’t, or this particular post doesn’t, but I would suggest choosing one that has a picture with it, because that stands out a lot more when you’re actually looking at it on the Facebook timeline.
That would be all that we’d do, and then we would click on “Place order” if we wanted to, and then it would start to run the ad. Now I will let you know there’s usually a little bit of lag time, somewhere between an hour to three hours for ads to run. I don’t know exactly why that is, assuming that they do some type of review process internally at Facebook, but once you click “Place order” that order is then there, and then what you can do is you can go into manage ads once you’ve already done it, and you can actually see the metrics, and you can see I’ve done a few different things here, but you can actually see the metric associated with all the different ads that you’ve ran.
You can see here, for example I did a post and it was engaged with twenty-one times, the cost per engagement was sixty cents, which is pretty low. On the other hand I did this one to get people to click on my website directly, or to get click through to my website directly, and I got one click for four dollars and forty-five cents.
Again, sixty cents for an engagement with at post, four dollars and forty-five cents to click through to my website. That’s exactly why I prefer page posts. If you’ve targeted correctly, then you’re going to be in good shape.
Now, I want to let you know there’s a lot more information about Facebook and Facebook ad targeting, and I do highly recommend that you do get into here like I just showed you into that section, and start digging around.
There’s a lot of information that you can see, and a lot of information you can learn by doing so, but we’re going to go ahead and cut this one off here, and hopefully you found this helpful in just understanding the basics of Facebook advertising, and how you can actually set up a campaign.
4. Creating Marketing Campaigns on Twitter
Resources mentioned in this video:
Twitter Advertising: This is the advertising platform for Twitter that I use in this video. If you want to advertise on Twitter, this is the place to do it.
Hello Everyone, Professor Ron here, and today we’re going to over Twitter advertising, and how to actually set up campaigns using Twitter.
The first thing that you want to do when you’re looking into set up campaigns for Twitter is determine just like Facebook, or any other one, exactly what is your objective of the advertisement. You always want to think about that beforehand, because you don’t just want to set a campaign to traffic to your website for no good reason, you want to have a purpose for doing so, but to actually get into the advertising, let’s talk about that for a moment.
As you can see here, this is my profile page, the main profile page for my Twitter account, and what we can do is if we click on my little image here, and you go down to Twitter ads, then once you click that you will be brought into the actual advertising page.
Now, I have run an ad it was…this is where I ran an ad, you can see, it actually spends very, very quickly. I spent fifty dollars in a day, it looks like. Facebook and all that, they’re capable of that as well, but I just feel like Twitter is really quick in terms of the way that they spend the money, which isn’t necessarily a bad thing if you do everything correctly you can definitely get some real quality followers and things out of that.
Let’s talk about the actual campaigns that we can create here in Twitter. In order to get started what we want to do is click on “Create new campaign”, and again, this is where you want to determine exactly what it is that you’re looking for. You can choose “I want to get more followers to my Twitter account”, “I want to get more Website clicks or website conversions”, “More Tweet engagements”, more “Application installs or engagements”, more “Leads on Twitter”, and that’s using specific Twitter functionality to actually get leads sent to you that way, “Custom”, and then “Help me choose”, which will actually run this through for you.
Me personally, like Facebook, I’ve seen a pretty good return on “Tweet engagements”. It’s just like Facebook in that, in Facebook you promote the posts, here you actually promote a Tweet, that’s the idea behind it.
We’re going to click on Tweet engagement, and just going to run through some of this here. Untitled campaign, right now we’re just going to give it a random name, and give it whatever you want, whatever makes sense, but “Start immediately”, “Run continuously”, or “Customize start and end date.” You can choose either, or, and then “Compose or select Tweets to promote in this campaign.”
You can select an existing Tweet if there’s already one that’s been doing pretty well, or that you really want to focus on, you’re more than welcome to do that, or you can actually write your Tweet, and then add your image to it, and as it says here, which is very important, “Adding an image increases engagement.”, this is true for both Facebook, and Twitter.
If you have an image with your Tweet it’s going to get more engagements. People are visual, they like to see things visually, when they see them they catch the attention, not a lot of people are doing that, so you want to make sure that you have an image with it. I’m going to select an existing Tweet, one that doesn’t have an image with it. I would definitely want an image with it, but right now I just don’t believe that I really have too many, because I use automated software to do this.
Let’s see, I’m trying to see if there are any that have images, and it doesn’t look like there are any. Let’s go into my October income report, so we click on this, October was an ugly month for my website income, but I think I’m going down the right track. My report, and then it has here, which if you click would then lead to my October income report, which is here.
We’re going to go back, I just wanted to show you where the landing page was, but that’s what we’re going to choose, we’re going to choose a Tweet, again, I recommend, even if you want to use one that you pretty much have already done, write the Tweet again, add an image. Images are huge to get that extra engagement with it.
So, we have that. Now we get into targeting, and we just. We’re talking about Facebook, they have a lot of targeting. Twitter also has a lot of targeting, it’s little more keyword based, a little bit different, not as much demographic as I’d like, but they do have some good information here as well.
Targeting specific locations, we’re going to say, “I only want to focus on people in the United States”, and then we can go into here, any gender, male only female only, irrelevant to m me I’m fine with that. Select languages, we are going to select old English, I always like to do this even though it’s the default, but at least when you’re in the U.S., like I said, make sure that you do that, and then you can actually choose the devices.
If we’re saying, “You know what, it doesn’t really show that well on IOS devices, or Android devices, maybe your website doesn’t show, or it’s not responsive, you can actually take those off, and you keep on Tablets, Mobile web, and other devices, and then obviously desktop and laptop computers.
It’s up to you here what you want to choose, for me, I could do all of them, because I have a responsive website, so that’s fine. “Add keywords”, so this is where it gets little bit interesting, but you can actually add keywords into what it is that you want to target.
When I think about the people who are looking at my income reportabout my website, and trying to understand how much money it is that I make every month, what is it that I’m interested in? Well, I’m interested in entrepreneurs…
Broad match any order is fine, so I’m interested in people who are entrepreneurs. I am also interested in people that are making money on line, or have an interest in that. We could do a broad match, and then I’m also interested in people who are self-employed, which is entrepreneurs, and then we’ll say CEO, because I assume that means they have their own company, or Chief Executive Officer.
Right now, this is what we’re looking at, we have enough of a target it looks these targets we have 10 to 100k here, 10 to 100k here, so I’m fine with that. In terms of followers, this for me is huge, because what it does is it lets you target the followers of other people that are in your industry.
For me, you may or may not have heard of him by now, but Pat Flynn is one of the big head honchos I guess you could say, when it comes to making money online, and income reports, and that sort of thing, and I’m not sure if he’s under smart passive income, I think he’s actually under Pat Flynn, we’ll go ahead and put Pat Flynn, there he is!
We’re going to actually target his followers, and we would do this just because basically, we’re looking for people we know are following him, because we know that they really want that audience, or they’re a part of that audience, right?
We would do that, also target your followers? No, I don’t want to do it. Users like your followers? I think that this also it depends on how good your followers really are. You can turn this on or off, for me personally, I’d actually turn it off.
Add interests, and then you can actually browse categories here, and get into whatever it is that you would want to. For me, technology and computing, I would like people that want start-ups, web design…maybe computer programming, I’m going after, you know, we could do all of technology and computing. I’m really targeting people in the tech space.
Add tailor audiences, I’m actually not going to do this, but this is something that you can do if you have your own email list. You can upload it, and this is pretty cool, if you have your own email list you can upload it, and it will target your actual people who are already in your email list on Twitter, which is pretty cool, and then also you’re website visitors, almost like a re-marketing thing, if people have already been on your website, then it will continually target them on Twitter based on that, and then Add TV targeting.
For what we could do here, this actually lets you target people who are watching specific TV shows in your market, which is pretty interesting. What I would do is probably, I don’t even know if they would let me do this but, Shark Tank, that would be one that I like to have it so that people who watch Shark Tank there then being targeted with what I’m looking at.
We have that, and then we can actually add networks, this is TV networks if you want to do that, add genres. I’m actually okay with not doing too much of this. I don’t think that it’s really necessary for mine, but we can go from there.
Where the promoted Tweets appear? Do we want it to appear on their timelines? Yes, that’s fine, and then we could also exclude tailored audiences, exclude specific people if we wanted to, I’m not going to do that.
Here the pacing options too, so you can do…with this you can do X amount per day, they don’t really have a lifetime thing set up right now, to where you could say, or actually I’m sorry they do, they have the set the total budget.
What we could do is we could say, so we could do…well, I only want to do ten dollars per day, or you know what, let’s do, I want to do five dollars per day, standard, so show my ads evenly, or accelerated, show them as quick as possible, I like to do standard.
In terms of how much am I willing to pay per Tweet engagement? This is set as two dollars, other advertisers are advertising a buck fifty to two fifty. I, personally would start off at a buck.
Although, it’s a low bid as it’s signally here, a low bid you’re paying less for it, so I would test to see how that works, and if it works out great, then you save some money, if not, then you can always redo it.
Set your total budget, we’ll do twenty-five dollars, and then we would click on “Save campaign”, and we would be all set up. You can also see that after we set this total budget this popped up here, which should have been aggregating the whole time but didn’t, and my estimated reach is a hundred-sixty-six-thousand people with this targeting that I’ve done here.
That’s what you can do on Twitter, it’s a little bit different than Facebook, but there are some similarities, and like I said, if I click “Save campaign”, and started running it, it would start going, again, just like Facebook there’s a lot more to this. You can get very specific with targeting, you can do a lot more, but this should help you understand the general basis of setting up a Twitter campaign to promote your Tweets, promote your account etc…
5. What is Conversion Optimization?
Hey everyone, with this lecture, what we’re going to do is, we’re going to talk about one of the things that I think is most important, which is conversion optimization.
Topics we will be discussing in this blog post are:
- What is conversion optimization
- Understanding the importance of Conversion Optimization
DEFINING CONVERSION OPTIMIZATION AND WHAT IT’S ALL ABOUT
You may have heard this term before, or you may have not, but many people ask, “What is conversion optimization”, and simply put, the purpose of conversion optimization is to find ways to make it so that your website visitors convert more frequently on actions that you want them to take.
For example, if you want your visitors to sign up for an email list, it’s the practice of, using website design, and optimizing your pages in a way that increases the amount of times that people will convert, and actually sign up for your email list.
That’s the whole premise of conversion optimization, and what it’s all about. It’s all about making sure that people who go to your website convert at a higher rate from what they currently are.
UNDERSTANDING THE IMPORTANCE OF CONVERSION OPTIMIZATION
Now that we know what conversion optimization is, I think it’s important to understand why it’s really important. Like I said, obviously, it gets people to take the actions that you want them to take, which is really important, but not only that, there’s a certain logic in people who just own websites overall, that doesn’t necessarily always make that much sense, especially to someone like myself, and that is, they’ll say, “Well, I need more traffic on my website, because the thought process is the more traffic I get to my website, the better off I’m going to be, because the more traffic I get, the more conversions are going to happen.
People will focus on getting traffic, as opposed to conversion optimization, which in my opinion is backwards, because if you have a hundred people come to your website, and one person signs up for your email list, and then you have five hundred people come to your website, and only one person signs up for your email list.
I think that we would all agree that we would rather have scenario one, where we had one hundred people come to the website, and one email subscriber, verses five hundred people and one email subscriber, because obviously the first scenario is running much more efficiently, and you don’t have to work to bring all that extra traffic in.
My argument isn’t necessarily that you need to get more traffic to your website, well you do need obviously, a base of traffic to come to your website in order to be successful, what you need to do when you get to a certain threshold, and you have a decent amount of visitors, maybe a thousand a month, or even five hundred a month, you need to focus on making sure that they convert to the actions that you want them to convert on, so that you can use your traffic effectively.
Those conversions, I mean, this doesn’t have to be an email list. This could be something such as, it could be as simple as just somebody clicking on ad, so that you can make a little money, let’s say through ad sense. It could be someone purchasing an affiliate product. The whole purpose is to make sure that you make your website in a way that people convert more often, and focusing on that, in my opinion, is less labor intensive than focusing on creating a bunch of new content to try to get a lot of more traffic to your website, and there is software out there called Visual Website Optimizer that I’ve used in the past, which is great for this.
6. What is A/B testing, and Multivariate testing?
When we talk about conversion optimization, there’s two terms that are thrown around a lot in internet marketing that can kind of be intimidating or confusing the first time that people hear them, and those terms are A/B testing, and Multivariate testing, and although those may sound a little bit confusing Let’s go ahead and explain what each of these are, and you’ll pretty much see that they’re really not all that difficult to understand overall.
A/B testing is a very simple way to test changes on your page against a current design that you already have. If on your website homepage, you have it looking one way, and you have a button right in the middle of the page, and you decide that, “I want to do an A/B test, and I want to change the color of that button, then it’s going to be…that’s a true A/B test. You’re changing one variable on the page, that’s the key to this, is that you’re only changing one variable on the page in an A/B test.
Now, a Multivariate test, is a little bit more complicated, and in my opinion, a little bit more difficult to understand what changes that occurred really had an impact, but a Multivariate test is the act of basically doing the same thing.
You take one webpage, and you compare it to another webpage, but the difference is, is that when you do a multivariate test, you’re not just testing against one variable. What you’re doing is you’re changing two or more variables on the webpage in order to test to see which one shows up, which one performs better.
As an example of this like we said earlier, on your homepage let’s say that you have a button, and you have an image. In a Multivariate test, you would change out both the button color, and you would change out the image, and you would test that homepage with those different variables verses the first homepage that has the standard originalpicture and button, and what you do is, basically you’re going to compare those, and this is conversion optimization at its finest.
You’re going to compare the performance of each page, and you’re going to look at which one converted at a higher rate, and the, what you can do obviously, is make the changes on your homepage to be permanent for the specific test that did better than the others.
One key thing here to remember, is that you absolutely need to have a decent sample size of data in order to make that change. In other words, if you have only twenty people come to your homepage in a given day, and you see that of those twenty people, three more than usual converted, for whatever your desired conversion was, clicking a button let’s say.
Three more people than usual clicked on that button on that particular day, but you only had twenty people overall come to the homepage, so that’s not a decent sample size of data. What you need to make sure of is that you have a decent sample size of data, so that your competence in this test is pretty strong.
I would say, at a very minimum, you’d want to have at least five-hundred visitors of tested traffic before you would do this. Ideally though, it would be at least a thousaand, and if your traffic, if your website traffic is much higher than that, ten-thousand is a good idea, a hundred-thousand if you’re at that point, but what you want to do is you really want to make sure that you test a large sample size of data.
In other words, you want a lot of website visitors to come to your page, and to take the desired actions to determine which design is actually better.
7. Conversion Optimization Strategies
This lecture is all about conversion optimization strategies, or in other words, what are the different variables, or some of the things that you can test on your pages when you’re doing A/B testing, or you’re doing Multivariate testing?
What are some of the things that you can actually test on your website while you’re doing this? And I think it’s important to understand that it might be the smallest change can increase the amount of conversions substantially.
I’ve been surprised many, many times when I’ve done this where I maybe change a button color, or I change where an image is, and all of a sudden once I’ve done that, the conversion, the amount of conversions increases by five, ten percent, whatever it may be.
What we’re going to do today is:
- We’re going to talk about some of the different variables you can actually test
- Give you some ideas of things of things you should test on your website when you’re actually going through all this, and have the conversion optimization in mind.
A FEW DIFFERENT TYPES OF VARIABLE TESTS
First off, give your website visitors a “Price Match Guarantee”, we’ve all seen it, 100% match guarantee. What this does instinctively for people, is it gives them the idea that, “If I buy this, and this particular product or software, or service”, whatever it is that your website sells, “If I buy this, and I later find a better price, then I can always get a guarantee, a price match on that.
You can always, also say that there’s “Hassle free refunds”, is another example where basically you’re saying, “Thirty day money back guarantee refund, if you don’t like our product, or whatever timeline you’d like to have to that.
Offering some type of money back refund is also something that you can try and test against. In addition to that, you could try to test an “Add live chat to your website”
We’ve all seen it on many websites where they have a little, “Chat now”, or “Live chat” in the bottom right or something, and you click it, you can actually chat with someone. You can do a test on your website to where you have live chat implemented, and then you can do a test where you don’t have live chat implemented, and you can see if that helps conversions as well.
Another thing that you can do is “Focus on badges”. So, these are going to be on your most important pages that are your conversion pages. It might also be on your homepage to help build trust, but starting off, so adding trust badges, and trust badges are basically going to be…really, you can have two different types of trust badges.
Number one, is an award badge, and what I mean by badge is, you take a logo of a popular blog, maybe in your niche, or a popular website in your niche, and you put something like, “As seen on”, or “As interviewed on”, and then you put the logo of that particular website, or that business.
You do this because, when people see that, and they see that, “This person, they were awarded, or they were interviewed, whatever it may be, because you could also get an award something like, voted top one-hundred blogs on internet marketing, for an example from somewhere. I don’t know of an example right now, but you could something like that, and you throw that badge onto your website.
The point is, award badges, “As seen on” badges, anything, “As interviewed on badges”, those types of things build credibility for you as a brand. Another example of this would be trust badges. Now, these are a little bit different, but trust badges, and also security badges fall into this too, those types of badges are basically logos around different places that will add trust to the user, such as, something like a Better Business logo.
That type of thing, some one looks at that, they trust your brand instinctively because they see, “They’re a part of the Better Business Bureau, then they click on that, and then they can go to your Better Business Bureau page.
Same thing with security, if someone sees that there’s a badge where the…it says that, this website is secured, or has SSL certification, in other words it’s very secure for sharing credit card information. Those types of things, those badges can also help a lot as well.
One thing that I feel is a no brainer, that everyone needs to do, and is very important is Adding testimonials.” Testimonials, again, it goes into trust, you want to have it so that people trust you as an individual, and they trust your brand or service.
When you add a testimonial, and you test that against a page that doesn’t have a testimonial, you may see, and this is great for a sign up page, or pricing page, it provides more value. So, you may see definitely a jump when you add a testimonial on these pages, and that’s something that you definitely want to test.
Another thing that you’d want to do is “Social proof.” The testimonials fall into social proof, but specifically pulling out things that you’ve gotten on your company Facebook page, positive sentiment from people on your Facebook pages says, “Hey”, the…for example with me, “One Hour Professor.com is a great website, I recommend it, highly recommend it to everyone.”
If you have that type of review on Facebook, you pull that right off of Facebook, and you just past it as an image on your website. It shows social proof, and it focuses on that.
Next, is which, is one that isn’t always tested, but it’s within the content in itself, is actually using the word “free”, trying to use the word “free”. People love free stuff. Whether it’s a free trial, or a free product when you purchase another product, whatever it may be, throwing that into the content into itself, and testing that against the page that doesn’t have the word “free” on it, is something you want to do.
You can change the call to action link on a page into a button, so if you have a page on your website, and it has a small link that says, “Click here now”, and it actually has a text of that, “Click here now”, changing that to a button that says, “Click here now” can make it so that button stands out a lot more, so testing the text version of “Click here now”, verses a button version of “Click here now” is also another test that you can do when you’re doing conversion optimization.
Next, is “Creating urgency.” When you have your own website, you want to create urgency, you want people to know, “I’m offering you this product, service”, whatever it may be, and you should sign up for this now, or really soon, and here’s why.”
Writing, copy, or content on your page that one version of the page focuses on urgency is one of the selling points in saying, “You need to buy this now, because there’s only X amount available”, verses another version of the page where it basically just says, “Buy it, and we’re happy to deliver to you what it is that you need.”
Doing that will, it’ll create some scarcity, and some urgency to people, because they’re going to say, “Wow, I should buy this now, otherwise I’m not going to get it, or “Wow, I should download this now, otherwise I’m not going to get it”, testing that’s a good idea.
In addition to talking about the content that’s on the page itself, make sure that you have a clear title on the page, or headline on the page. Make sure that, you test one headline of “The best product on the internet”, verses another headline which would say, “The best product that the internet has to offer.” Those particular headlines, just testing headlines on a specific webpage can actually make a changes as well.
Next, “Adding a video.” If you don’t have a video on a page, you might want to test against a page that, where you put a video in, to see if that video actually helps sell anything, and sometimes that definitely is the case, it can help.
Next is Add a call to action”, a call of action being a button, or something like that. You may have the words “Buy now”, so change that “Buy now” into something else, that text into something else. Surprisingly, this can change things a lot. Instead of, let’s say that you’re selling courses on the internet, and on the checkout page it says, “Buy now” as the call to action, then somebody clicks on “Buy now”, and then they actually buy the product.
What about if you change it to “Get my course now”, or “Buy my course now”? Those types of very small subtle types of changes can have an impact on your conversion rate, and if the impact is only, let’s say that the impact is only two to five percent, let’s say on the high end, let’s say the impact is only five percent. Well, five percent more people that hit that page are going to end purchasing, and if you have a hundred dollar product, that can be a substantial amount of money.
So you want to make sure that you make, you test out your call to action, the text within the call to action itself.
Next, and this one is very important, “Get personal with your content”, and what I mean by this is, take a standard page that talks in the voice of, whatever the voice it is that you use on your website. Now, maybe you want to it to appear when you created a website, maybe you want it to appear bigger than you are. You say, “Our company, our core values”, blah, blah, blah, blah, blah…
That really corporate tie in speech where you’re given the perception that you’re a larger company, try to change it to where you test against a page where it’s very personal, and you say…I do this on the One Hour Professor website, because people like to connect with other people, they don’t like connecting with corporations.
So, I do it on my own website where I say, “Hi, my name is Ron, thank you for looking at my site”, and I get really personal with it, I talk about my brothers, I have pictures of myself through various stages of my life. I have all these different things up there. I personalized my content, and I let them know who I am, and I get really personal with it, I like telling them about who I am and my story.
“Try to change images”. So, a lot of people use stock photos when they put photos onto their website. Stock photos meaning you go on to a website, some website on the internet, and what you do is you purchase a particular image, and then you put it up onto your website, which is a stock photo.
One of these would be something like Shutterstock.com, which is one that I use, and people will buy it from there, and they’ll put it up on their website. Well, that’s great, but instead of using those stock photos, try to take your own photos, or try to find a way to get other photos that aren’t so widely used, and see if those…just swapping out an image.
It could just be an image that’s primarily blue, changing to an image that’s primarily orange in color that could actually have an impact on your conversion rates as well.
Next is, and we talked about this a little bit, next is “Changing your call to action button.” Changing the color, or even the size of the call to action button. Make it bigger, like we said earlier change the text on it, change the color of it. You’d be surprised if it’s just a two or three percent conversion increase, you do that three or four times, and all of a sudden you’re at a total conversion rate increase of around ten percent. It gets pretty crazy, but look at your buttons, and try to test them in different ways.
The one thing I will say with this, what you would ideally do in your website, and this is something I learned in all the different materials that I’ve seen, it’s a good idea to make is so that your call to action buttons are pretty much similar throughout the sight.
In other words, if you have a green call to action button on one page, try to always have a green call to action button, and I say that because, people instinctively, psychologically, they click on it once and then they see, every time they see a green icon on the screen they think instinctively, “Oh, okay, well, that’s an action, that’s something I should click on to take the next step.”
You want to make sure that you do that, but changing the call to action buttons and testing it from green to blue, to red, to orange, whatever it may be, testing that to find the best color for your website is big, and to make sure that it fits within the theme of your website as well.
And then lastly, and this is specifically on forms, when you have forms on your website. We’ve all seen the forms where its, first name, last name, email address, phone number, whatever it may be.
What you want to do is you want to reduce, or you want to test the form fields on the page. You want to test it, so that let’s say that you have five fields that people have to fill out rather, let’s say that you have five of them. Test when you reduce the form fields just down to three.
Test the bare minimums all the way down to two. This is actually been proven time and time again statistically that the least amount of form fields that people have to fill out, the better off your conversion rate is going to be on that particular form.
That’s pretty much it, and there’s a ton more of different conversion variables that you can test, but this is a list of ones that I think are a good idea to examine and think about when you’re looking at your website try these different things out.
Use a service like Visual Website Optimizer to do that, but try these types of things, look at these, and try to figure out a way where you can test these different things, and after you’ve tested these different things, if the conversion rate shows that you’re converting at a higher rate, then you should definitely look at your website, make those changes, and then test again.
Conversion optimization should never stop, and it’s one of those things that’s going to improve your efficiencies, increase the efficiency of your website drastically.
8. SOFTWARE FOR CONVERSION OPTIMIZATION
Today’s lecture is all about software that you can use for conversion optimization. Now, one of the biggest things with conversion optimization, and one of the challenges with it, is that in order to correctly do conversion optimization, you need to test one page of your website verses another page of your website with different variables.
You test a homepage as it is, and then a homepage with a brand new image on it, and you test those two to see which one performs better for your conversions such as a purchase of a product, or an email sign-up, you test those two versions, and then whoever the winner is, is what you choose to go with, but the problem that a lot of small business owners and bloggers, and that sort of thing have, is that they don’t have the ability or the coding knowledge to actually do these tests themselves.
Some people think that, “I can have one page, one version of the page for thirty days, and then what I can do is I can change it for the next thirty days, and I can use that data and test it against each other. Well, that kid of is true, the problem with that approach is that you’re really not testing apples to apples because, it’s in a different timeframe.
For instance, if you do this one in January, and then you do the next in February, you never really know if it was 100% accurate because those versions of the page weren’t really testing against each other in the same timeframe.
VISUAL WEBSITE OPTIMIZER
What is it that you can do to get around this? This is where software for conversion optimization comes in, and the software that I’ve used in the past is called Visual Website Optimizer, and you can actually get it by going to the link here which is www.onehourprofessor.com/visualwebsiteoptimizer, and that’s basically the way that this is going to work with this company is that they, once you go into that link you can sign up, you sign up for a free thirty day trial.
It’s not a ton of money that you’re spending right away, you start out with a thirty day free trial, and then if you like the software, and if the software makes sense for you to keep it, you can spend, it’s as low as $9.00 for 2,000 visitors on the pages that you want to test against, which gets a little technical but, basically up to 2,000 visitors for the particular pages that you’re testing is all that you would have to do, or the max that you could do, and that’s for $9.00 a month, which is very, very cheap for what they allow you to do, but they allow you to do heat maps, they allow you to do the conversion optimization, there’s a lot of analytics involved. It’s really great software, and I highly recommend that you give it a shot.
Alright, what we’re going to do now, I’m actually going to do a screen share, and show you the software live, so that you can gain an understanding of what it can do. This is just going to be the basics in terms of what you can do with the software, and there’s a lot more to it, but I’ll at least show you some of the general things that I can do, and show you how a test would work, and explain just the overall…the way that the software works in general.
Alright everyone, here you can see this is the visual website optimizer dashboard, this is the main page for the software, and basically on the left side you’re going to see there’s a home area, which is the dashboard in itself, where you can click create to start a new campaign, you can also do that just by putting a URL here, this is where you can manage your campaigns
Idea Factory, this is to me, there is other software out there that’s similar to this, but this is the big value in Visual Website Optimizer, is the actually give you a ton of ideas, and if we click into here really quick, we can see all the different ideas that you can do.
A/B test Inline Form Validation, or A/B test your Call to Action Button Text, and they show you how to do this. They do a great job in explaining it for you so that you can actually look into it but, let me show you the software, and also, they have the help, which is the knowledge base if you need help, and then settings so you can manage your account.
Let me show you in real-time here how this software actually works. Just briefly to explain it, the way that this works overall, and what you need to do from a programming standpoint, there’s basically a snippet of code that is Java Script, but that’s actually irrelevant. There’s a snippet of code, you take it, you put it into the pages that you want to test.
If you want to make it so that your entire website then can test, you would then just take that code, you would put it into the header or footer of your website, just like you would do with Google Analytics. You put it into there, you submit, and that’s it, that’s all you need to do, and then what happens is when somebody actually tests, or when you run a test the software will take your current homepage, if you’re testing that page, it’ll take the current homepage, and then what it will do, is it will test it against the variation of that homepage that you have, and it does it all automatically, and it serves it.
One user will see this version of the page, the second visitor will see the other version of the page, the third user will see the original version of the page, the fourth user would see the new version of the page, and so on. It does all this automatically, and you can just use this, it’s like drag and drop, like a WYSIWYG Editor, it’s great.
Let’s go into here, and we’re going to enter a URL, so I’m actually going to enter the URL for my November 2014 Income report, and you’re going to see it takes a second here to load and gather all the information for you so, we’re going to wait while it does all of this, but what it’s doing now is it’s understanding what’s on the page, and I’m going to use, the reason why I’m using a blog article just to explain, the reason why I’m using a blog article is because, like I mentioned, in my website right now, most of the traffic for my website it comes in through individual blog posts.
There’s a significant amount that comes in through the homepage too, but a lot of the traffic is coming in through blog posts right now, because my brand isn’t huge yet, but this will explain how that all works, that’s why I’m doing it this way, but let’s go ahead and click “Okay, get started”.
This is it, this should look familiar, this is the November 2014 Monthly Income report. You can see that there’s little blue boxes every time I hover over anything, and what that is, is that me, it’s giving me the ability to edit those particular functions on the page and change them if I wanted.
Now, some of the things look a little weird, you can see that there’s boxes here by the drop downs, there’s some weird code here, in the end it’s going to be the same as it usually would be, that’s just how it works overall but, what you can do on this page is you can add variations to see if you can make it perform better.
The first thing that we’re going to do, let’s say that we look at this page, and there’s an unlimited number of things that you can do, I think that we’ve talked about that before but, let’s say that you look at this page and you’re like, “You know what, I wonder if I have this right column, all the content on the right column over on the left side, and the text on the right side, I wonder if that would convert better?” In other words, I wonder if more people would click on my name badge, and if they would try to join social etc…
What we’ll do it is we’ll actually just highlight everything, as you can see the blue box is over everything, we’re going to click that, and then we’re going to click rearrange, and then we’re just going to drag it to the other side of the screen, and we’re going to let go, we’re going to click “done”, and voila`, that’s it.
What would happen is, is I would just launch this test as a variation, and you would want to go in here, and would want to name this “Variation to text on right side of page”, and then we just press enter there, and that would be it. That could be a test right there, and that would be an A/B test. We test the original version, which is going to be the control page. We test the original version verses this variation, and that’s it, and you would press next, and then you would start the campaign. So, that’s one version of it, now if we’re doing…that’s A/B testing because it’s one verses the other.
Multivariate testing gets a little bit more intense than that. In a Multivariate test, you want to change multiple variables on a page. Starting out, again, this is the original page, and then the second version we would say, this version of the page we would say, “We want to change some other things on the page to see if it has an impact on conversions.
What is it that we would want to do? There’s a lot of different things that you could do. One of the things that I don’t do very often in my posts is I don’t have a lot of images, which I probably should, so what we could do, technically we could go into here, and if we wanted to we could click in, we could edit the HTML, I’m sorry that’s not right. We could click in, we could edit, and we could choose to insert an image, or insert embedded media, or a video.
I’m going to insert an image, and I believe…so, I’m just going to insert this image, I obviously wouldn’t do this, but I’m going to insert the image, and I’m going to go to “appearance”, and I’m going to say the alignment I want to be on the right side of the page. This is how’s it’s going to be, the image, the text wrapping around it…insert, we’re going to click “done”, and that’s it.
Now, and again, this is…there’s a lot of different variations that you can do, but now we’ve got this control version of the page, and now we’ve got a multivariate test of in this other version, and then we can go into here, and we could say, “Hey, you know what, I want to change the text”, and you could say “Monthly Income Report, A Good Month” done.
We’re changing all these different things, and another version we could say instead of, let’s get social, let’s say “Join us on social media”, or “Join me”, that’s going to help my brand disposition, “So join me on social media”, and you could change all these different things.
We could, this is actually an image, so I can’t edit the text inside of it, but I could totally replace this with another image, or I could resize it, which is pretty cool too, it’s going to destroy it if I do that, obviously but, I could resize it to whatever size I want, we’re not going to make that change.
I could pull these elements out. I could say, “I don’t really want to have the dates there.” I could have this image, or I could remove this image, there’s a ton of different things that you could do. You could even, as you can see you could clone the element, so you could have two of the same thing. There’s so many different things that you could do though within this Visual Website Optimizer that will let you do it.
You could say, “On this sidebar I actually don’t want, I just don’t like the order of these things”, you could change these. Really, that’s why I like Visual Website Optimizer, because you can go into the Idea Factory part of their software, and you can click there, and then you can say, “This is some of the things that I can test”, but again, it’s going to automatically do it to where you have your control version, and then you have your multivariate version, which I just talked about, or I would have all those, and then what you would do is after some time, like I said, you want a decent sample size, let’s say that…and one of the things I should say, so my goal, let’s say that the goal is I want to track clicks on this particular element.
For me it’s like, I want people to come to the blog page, but I want to track clicks on this, so now my goal is to track clicks on that particular element. That’s what the goal is, and that’s what the goal is on either of these pages. That’s what the goal is on either of these pages is to track the clicks.
So, in either way, what it’s going to do is it’s going to run this page, verses this page automatically, you don’t have to do anything, it’s going to run those two pages against each other, and then what it’s going to do is say, version one, which is my current page, or version two, which is the new test page, had more clicks on the name badge, and then I would know, well, I want more people to click on my name badge, so I want to go ahead and make these changes.
Now, the issue, which I’ve talked about Multivariate testing and the issues with it before, is that when you do a multivariate test I don’t necessarily know what change actually accounted for this click through rate increase on this name badge because, I added some text here, I got rid of the dates, I put, “Join me on social media”, which probably is irrelevant, I added an image, so you have this control and then you say, “I want to add another variation”, so you say another variation, and now what you do is you just say, “I’m going to rearrange, I’m going to move this over there”, done, and we’ve got a true A/B test.
It’s the same version of the page, just the text is on the right side verses the left side, and you would then rename this to “A/B version text change” press enter, and that’s it. Now what it will do is it will actually rung the control version of the page, the Multivariate test version of the page, and the A/B test version of the page. It’s going to run all three of these against each other, and it does it automatically.
I think that’s the key to this, and then like I said, once you have a sample size, and you’ve proven that statistically significant A/B testing this version of the page performs better than this version of the page, you can make those…then you talk to your developer and you say, “I need you to do some programming for me”, but you know that the programming that they do, and you can do it yourself if you know how, but if you don’t know how like myself, you can tell your programmer, “I need you to do this”, but the beauty of this you guys is that, when you tell them to make these changes, you already know that the outcome is going to be favorable.
You know for a fact because of the Visual Optimizer Software that this is going to be worth you making the change, because it’s going to account for more email sign-ups, or it’s going to account for more purchases, and this doesn’t stop here, there’s a ton of different things that we could do, I could change my homepage if I had like the create account page I could also go into the create account page, and I could change that page in itself.
There’s all these different campaigns that you could run, but that’s one version of a campaign, so let’s actually go, I’m going to go back, and I’m going to do…For me, another campaign that maybe I’d want to do, and we just talked about the create an account, this is a very important page for me, because this is the page where people go in to my website, and they actually create an account.
This page, it would make plenty of sense for me to test, and this is what I would say this is really valuable for is for on pricing pages, for sign-up pages, for particular things that you would do, this is where you really want to use this software, and for what, like I said, $9.00 a month for up to 2,000 page views you cannot get a better deal than that, this is really, really great software, but for me, I’ve got this and I would say, “I want to make it so that this text, this text lets…edit, and let’s say that we want to make this…let’s say that we want to make it…let’s say that we want to make the text bigger, and let’s say that we want to make the text red, done.
Now, here’s the control version, here’s the variation version, I personally just doing this, to me it makes sense that the red text would stick out more, and people would end up converting more, because not everyone converts that hits this page for me, so we could say that, and then we could add a second variation, and say, this is variation 1 with the red text.
Variation 2, what we’re going to do is we’re actually going to change the text completely, “It’s free to create an account, and you’ll learn how to make money online”, which I would never do this, this is terrible, but you can change the content on the page.
You can also, the other thing is I’ve got this confirm password page, so we would want to do another variation, and I can just get rid of…I can get rid of those. Now, all I’ve got is first name, email, password, that’s another variation.
We have this capture here, we could tactically take this off as well, but if you do that there’s going to be some issues with programming, you’d have to talk to your developer on that, the capture I’m always going to keep there, but that’s the point we have all these different variation, and you could see, I don’t know what the limit on is on variations, but basically the way it’s going to work is every time somebody hits the page, first visitor will get the control page, second visitor the variation 1, and the third the variation 2, fourth the variation 3, and so on, it just keeps rotating for you, and that’s basically how it works, and then you would just click “next”, and I actually, I did forget I should have added what the goal was, and for me the goal is for them to reach the next step in the process, I should have added that, which I didn’t do, and we could but, you guys get the point.
That’s the point of Visual Website Optimizer, and for such a cheap cost, it’s definitely something that you want to do. Again, the URL, if you want to get a free thirty day trial to give the software a shot, and you don’t have to give credit card information for this either, it is www.onehourprofessor.com/visualwebsiteoptimizer. Go there and check that out, but this is some great software, and at a cost of, if you do end up paying $9.00 a month, it’s going to be one of the most impactful things that you can do for your business.