10 (EXCITING) Digital Marketing Innovations | Must-Have For Your Business!

10 (EXCITING) Digital Marketing Innovations | Must-Have For Your Business!


thing off Alan are you on the line I am
awesome hello everybody so Alan let’s let’s start like what what are we trying
to do here today give this like why did we want to cover things and what are we
covering exactly well it’s the new year and we want to kind of go over some new
exciting marketing trends and innovations that other websites have
done a lot of these are ideas we could kind of emulate and actually put on your
website where I should you testing some of these things on ourselves and on our
clients so I think it’s really good to kind of convey some of the trends that
we take a good or help in the future yeah absolutely I mean don’t you
sometimes you’re just sitting and you see something really cool online you’re
like God why do I like to share that with somebody just looking at it by
myself I’d like to deduct it and and kind of go
through that with a group of peers so that’s that’s kind of what we’re looking
to do today and it really well said so if you guys don’t know who I am a John
Lincoln and CEO here at ignite visibility we’ve been running the
company for about six years now we’re up to about 70 people or so who
work here in about a hundred and fifty clients and just having a lot of fun
staying true to our mission to really just deliver best-in-class services and
to reinvest in client success employee success in the community and still
working with two great pro bono clients reality changers and peddle the cause
which are two great organizations you should check out in addition that I also
have Alan Bush with me here Alan’s like to say hi and introduce yourself yeah
absolutely I’m Alan Bush I’m the VP of strategy here at ignite visibility I’ve
been in the industry for about twelve years and I’ve been with ignite for
about over four years and I’m the head of the SEO department but I generally
help everybody in the company I also teach a course on SEO at UCSD we’re
actually in the process of I think the fourth week right now on the online
version of it and next semester’s not to give a plug but there’ll be a in person
an online version both will be available so is anyone interested go ahead and
sign up or hit me up on an email and we’ll I’ll get you started
plug away it’s a great class and Alan does a fantastic job so definitely check
that out so today we’re gonna look at some of the
coolest things online this is going to be interactive we’re gonna rate them
together on a scale of one to five okay so you actually get to participate and
at the end we’re gonna see what the coolest thing was so if you look in the
chat feature you’re gonna see a link to a Google form and that Google Form is
something you can click on you can rate one to five the items one through ten
we’re to go through ten items and we’ve got some really cool bonus stuff at the
end the bonus stuff at the end I think actually might blow you away I’ve been
doing all these demos with new innovative companies I’ve got this new
thing today called a rap I 99% of people have not seen this it’s kind of like
this cool new innovative thing for mobile I can’t wait to show you that so
so it’s gonna be fun but anyway so we’re gonna we’re gonna kind of rate these
things and I just think keep in your mind like how can I use this for my own
business how can I apply this is this actually something that’s innovative and
will work or is this something we shouldn’t do there’s a lot of testing
that’s being happening right now and ask questions leave some comments we want
this to be interactive it’d be about 30 to 40 minutes I think you got the link
to about there but you also have it in the chat so let’s dive into it so number
one Mikey an amazing retail brand let’s go ahead and take a look at some of the
cool new things that Nike is doing that we noticed so the first thing is this
wish list icon wish list icon right next to the cart right there it’s the same
color as the button it’s a UX feature Allen how do you feel about that it’s
really great because it puts it right in front of you so it’s a lot easier to add
things to a cart if you’re not ready to buy it you could put this on your list
for the future and it kind of keeps you keep locked into the website coming back
so hey I really wanted to come forget this later so and it’s a really good
call-to-action a simple heart simple icon it’s very recognizable and I think
one of the things though you know you got to understand what this means the
heart I love it basically I guess is what they’re trying to imply here so
yeah finally kind of interesting let me ask this to the community do you guys
feel like you know that that’s a wish list and you know what to do with that
and also what do you think the click rate is on something like that so if
you’ve got to click-through rate of 30% on the page what would be the
click-through rate on that wish list these are things to think about but I’d
love anybody in the chat to tell me do you think that that’s something that
actually looks like a wish list icon next thing we have today this is really
interesting so doing a search and think about this for all you ecommerce sites
were looking at Nike again here do a search for shoes on Nike what happens
the navigation bus open it shows you the top suggestions and it also shows you
the top categories all in the nav right there this is a company that probably
spends a good amount of money just on their search feature I’ve worked with
companies that spend tens – 20 you know thousands of dollars a month just
working on search because they have so many visitors now and when you see that
feature what goes through your head this is really great because it’s such a
visual component and when you’re looking for shoes a lot of times that’s the
first thing you think about how do they look on you and so what this is
demonstrating is a here’s the top categories that you can see but B here’s
what they look like and I think this will really improve the way the search
functions work in general you know navigation and in search is starting to
kind of merge into one and I really encourage people that sell like jewelry
or clothing that to adopt this because I believe could help your client base find
exactly what they’re looking for I think it allows them to highlight inventory
really quickly which is great and that’s something that’s going to be a theme in
this webinar today how do you get the most exposure for your top inventory and
then also Nikes do an international optimization so international
optimization is something that we do a lot of here and that’s the ability to
launch in different countries and launch in different languages and get ranked at
different versions of Google right there’s Google Cote UK there’s Google es
there’s Google I n there’s Google CA there’s all these different versions of
Google so you need to create different sections of your website for it so Alan
when we look at this international optimization and you’ve seen a lot of
them do you see that this is being fully built built out any issues with it talk
to us about that yeah so Johnson we do a lot of international
optimization here and I’ve worked on a few of these clients myself on what I do
what we did notice is they don’t have the H hreflang tags which are important
for an international optimization if you actually go to play.google.com you can
see examples of this in their code they have almost every language you can think
of and it doesn’t seem that Nike is doing this now there are other methods
of taking care of that and that’s usually through the sitemaps and
although I did look at the sitemap some of the sitemaps weren’t available for me
to view so I’m wondering if they’re just hiding the code and they actually do
have this taken care of but on first glance it looks like they would need
help maybe we should call him up and ask him you can see if they need some SEO uh
Nike actually was was a prospect at one point here I think there’s still a
prospect yes please don’t circle back anyways so generally they’ve got some
really cool very innovative things going on with UX they’ve got some
international optimization that’s very notable we’re not sure if the href link
tags are set up properly that is Nike please vote on Nikes innovation right
now go to the Google forum click on it give them a rating on a scale of one to
five and let’s keep moving and let’s jump into these other nine really cool
items that we have today so the next one is RevZilla so RevZilla if you guys
don’t know I’ve worked in motocross and motorcycles and you know bike parts and
you know cars and a lot of retail stuff like that online you know they are
pretty darn good I would give them a shout out they’ve done some really
innovative things so it’s always a good website to look at but just starting out
with the basics they’ve got something you don’t see a lot of either your other
ecommerce sites have Alan talk to us a little bit about what we noticed well we
noticed that the actual number of inventory is actually listed on the
right in the header I think that’s a really good call to action kind of
telling you what’s going on how many items you should be looking at and
what’s available to you and also I believe search engines like this as well
if you add more inventory it’ll update the page and therefore just pretty much
as fresh content right away and right in the header and and as we look at schema
and those other items in the search and just start pulling they start pulling
data like this and yet the more interactive you could be with your
audience the more you can reveal I believe it’s for the better well you
know this is numbers or data right the amount of products in a category that’s
a piece of data you can use a piece of data in an h1 here to differentiate and
show the user how many things you have you can use that in your title of the
page your description and we’re going to get more into that later when we look at
another site who’s doing even more with that number so I’m pretty excited about
that but that’s RevZilla and then in addition to that they’ve done some
interesting things with their category level optimization I’ll start out and
cover the first couple so one of the things we saw is they’re calling out the
sale items so the sale items they put a little icon on the top so that the user
can see that that is a sale they’ve also called out the new items now the reason
that I like this is because this plays into supply chain management right this
plays into inventory management and this plays into margins in the business model
and e-commerce is more about marketing right you’ve got to work with the
business so if they want to move more of the forma predator 2.0 boots if they
throw that little sale at the top of the category they’re differentiating that
they’re getting higher click-through rates and as a result they’re selling
more but there’s more going on in this category level optimization what else do
we know this out yeah I really like what you just pointed out there because they
want to liquidate some items of goods that call out gets rid of their the
things that they don’t want there and also that ones I have better margins but
they’ve also done their SEO due diligence and put their content on there
they have basically 24 products on there so basically you have a lot of product
names things that really say boots and and have that keyword language in there
and then they’ve also added the SEO content to talk about what the boots are
all about and so this is really good for their organization and I think people
that are in this industry and have e-commerce should probably follow suit let’s give it a boat for RevZilla what
do you think on a scale of one to five compared to Nike how good did RevZilla
do next to article number two how we’re number three and this one by the way
guys this is like fun like nobody’s going to get like
we award or anything for this stuff we just made all this up right we’re just
trying to have a fun way to look at content and innovative stuff online so
don’t worry about voting for for the wrong thing we’re just pulling in stuff
together and looking at it but this next one is you know they’re a local company
here in San Diego we’re in San Diego and while doing some competitive analysis
and thinking about some of our things that we do here we have this big 93.0
operating system which is how we do what we do here right it helps with a lot of
different things bring clarity in the company what not
we noticed that San Diego County credit union was doing something really
interesting at the bottom of their pages and this might have some implications on
how they rank so Alan you know you love this type of project talk just a little
bit about this one yeah for sure and it really does adding fa Q’s is something
that we have actually adopted here at ignite and we encourage people to do
that and the reason why is because it adds content for one but also addresses
pain points that people have and it you know it’s interesting one of my favorite
tools is a segue to this called answer the public and you can get a lot of
frequently asked questions from this tool they have a creepy guy that talks
about what that looks like you waiting for you to make a query but once you do
you get a lot of great questions that people commonly ask online and I think
you could use that as a base for your fa Q’s also if they cues are generally good
for voice search if you actually think about how you interact with your phone
and you know what people use when they do they usually do queries right they
ask questions and they want to know something on the fly so um this will be
helped that be found in the voice search things like Alexa right again it makes
the page rank of course because more content the pain points as I mentioned
before you could also be found in the knowledge graph and if you if you’ve
seen Google searches as of late either your query will come up with a big
knowledge graph at the top or a series of questions that are being answered X
commonly asked that open up new web pages and it really helps to get in
there because a is it gets your eyeballs on your website and then B if people
have more interested in that content they’ll click on it so the click-through
rates are if you rank you get that aspect of it and the click-through rates
will really help them encourage people to go to your website
be a founder there so this also really establishes you as an industry leader if
you’re able to to address people’s pain poison and just questions before they
even ask them so I really encourage people to kind of get in the habit of of
adding these to the site a lot of people do but I still think it’s is
underutilized underestimated yeah really well said I mean we when we added this
to the bottom of the clients page we saw large jumps and rankings and then a 10%
increase in conversion rates because you’re answering all the questions on
the page it’s a no-brainer right and then as Alan mentioned for voice search
I mean it makes it so you pull out those Rich Snippets that shows up in the
Google assistant right and all that by the way I’m doing a presentation on
voice search in San Francisco next week I can’t wait to share all that good
stuff with you guys as well then I’ve been diving into it quite a bit
so what boat wait vote on Sanders accounts credit union and click on the
Google Form right there and give them a star for their innovation and now we’re
into the next one MailChimp this is kind of a fun one so I you know I think a lot
of people are like oh you know John’s a technical SEO guy but I mean I’m digital
marketing through and through and little stuff like this like I just absolutely
love it prepare for launch right we’ve got this
icon right there and when I when I see this what I think is how can I use this
for all of our clients how can I use this for ourselves right this little
icon is a way to basically show somebody what they need to do before they do it
so how can you use imagery next to your calls to action so that you can make it
so people take advantage of this call to action so a lot of times what you’ll see
is a person who’s looking at the call to action like they’ll have their eyes kind
of pointing over that way MailChimp they’ve got a monkey with his
finger on top of the button right there so he’s about to push it and it just
shows you you know kind of this micro interaction CTA hint right and so I just
love that UX feature it’s simple you know I’m sending these emails out all
the time and I think it’s something that we can we can leverage for other things
so we can keep that one short but go ahead
and vote on male champions you think they’ve done a good job with that
innovation give them a rating so now we’re number five Lowe’s and Lowe’s is a
big company and they’ve invested in a lot of different things and they’ve got
some stuff that I feel like they put some time into and that’s very important
for their own brand and their own customer so let’s take a look at this so
Alan maybe walk us through a few of these and I’ll chime in on some of the
others yeah I like the aspect that they have different types of calculators
because there’s such a broad store and they I think they kind of outdo that
some of their competitors by adding calculators specific to certain items
that you may need I’ve seen a lot of companies like mortgage companies
utilize this feature but but there’s usually just one calculator Connick you
checks whether or not you can afford a certain type of loan but they’ve done it
for flooring and for blowing valves and roll installations all these different
things so it’s like a calculated edit they dedicated to each part of their
store and I really like that aspect of it also they added how to sections for
people that are I mean that’s their demographic right if you think about who
goes to Lowe’s it’s a lot of do-it-yourselfers a lot of people who
want to fix up their home fix up their house do something really cool for the
season upcoming for you know Valentine’s Day or the holidays or whatever it is
and so they’ve added that feature within there I really think that they’re
probably doing really well in the organic market by providing this value
to their customer base and people sharing that information say hey hey
buddy I know you had a role insulation that your project you’re working on
today Lowe’s has a calculator that could help you identify some of that stuff so
the almost educating the client and letting them help themselves will bring
more customers to their store so really great work on their part yeah when I see
this I see calculator but I see more of a concept I see a micro funnel and I
think that every business as it matures should be looking at micro funnels so
quizzes calculators things like get people more information and then
prequalify them and then push them down the process where they can eventually
convert so after they take the couch after they use the flooring calculator
as a next step you know they’re presented with the option to get
flooring right they might be presented with a video
that shows how Lowe’s is the best choice for flooring so that people watch that
and then eventually want to use them so think about online now as more funnels
and what are those micro funnels that can eventually lead to macro conversions
we’re going to show you a really cool tool at the end of this that’s going to
show you the drop-off rate from start to finish of funnels on your website that I
think is super powerful we’ve been using it for our clients here so Votaw blows
how do you think Lowe’s did with those innovations go ahead and give it a vote
click on that google form and at the end we will know how they fared next thing
TripAdvisor okay so now we’ve got kind of a geeky
SEO one but one that is incredibly powerful like incredibly powerful and a
concept that I hope if you learn anything today you’re gonna learn about
something called dynamic optimization so when you work on really big big websites
with hundreds of thousands or millions of pages you need to optimize things
dynamically and this is hard for people to wrap their head around sometimes but
basically using a set of rules you can optimize things like the title
description h1 h2 URL structure you don’t have to do it all one by one so
what you’re looking at here is TripAdvisor right and TripAdvisor is the
number one ranked for terms like best hotels or hotels near meet with this
particular title so when you look at this title what do you see well it’s
different than the rest you’ve got things that are in capitals you’ve got a
number-10 best you’ve got the Year 2019 you’ve got the price right and so here
is something that can be inserted dynamically location San Diego is
something that’s inserted dynamically price is something that’s inserted diet
dynamically from the bottom-line price and then they’re testing capitalization
and when you work with a large site like this it’s really important to be testing
category in category optimization and this is something that they’ve done
something that we do here but what if you change that out
or top hotels or nine best or 34 best or you change that price from 55 to $49.99
right or 2019 if you had left at 2018 or going through 2021 right or you change
the term hotels to something else right accommodations testing these things in
your title so that you can improve click-through rates makes a huge huge
difference and you can also do the same thing with other elements on the page so
this is TripAdvisor this is an enterprise site these are the
type of things you need to think about and that’s one reason why they’re
winning in Allen when you look at them versus the other elements on the page I
mean it’s pretty clear why they’re why they’re doing better don’t you think
that has a higher propensity for click-through rates yeah absolutely it’s
one of the things that draws your eyes if you think about all the ones on there
they have some variations of what your visor has done but the combination of
having the Capitals the numbers involve the year involved and the price I think
they’re the only one that has all three of those elements in there if you think
about it and so I’m even though some and also you know the language of cheap
versus best you know I mean I’d rather to go to the best and the price is there
it’s in still in the realm of the of what we consider cheap but the language
thing something that’s better it’s not a you know cheap sounds like I don’t want
to stay there’s gonna be cockroaches or something up there so I think it’s
better that they’ve done the right thing with the calls to action and it is
probably evident why they’re ranking number one right now I mean look at it I
mean if you go through this one by one you know 16 best hotels in San Diego
hotels from 39 and I okay yeah that’s pretty good
hotels closest hotels to Balboa Park that’s interesting hotels.com house
hasn’t quite a few listings by the way you ever seed like quite a few listings
in one sometimes those kind of cannibalize the ability to rank number
one so if you see all those different hotels column listings Google is having
a hard time figuring out which page to rank and which one to rank number one so
they’ve got a lot of different pages there’s a lot of different ways to deal
with that in those cases what yeah what somebody will do is they’ll put a rel
canonical which is something that tells Google you know rank this page instead
of this page from all the suburbs to the top page so that you don’t have too much
thing so they got a little bit of that going
on there but also a lot of real estate but but really though they’ve
TripAdvisor great title let’s move on go ahead and give it a vote if you like
what they did there with that title if it was incredibly innovative give them
some good stars now we’re getting into leadpages so leadpages has done some
innovation we’re not talking about the product here leadpages we’re talking
about what they’re doing on their website for marketing let’s take a look
at it leadpages number seven so this is kind of interesting Allen we talked
about this earlier today like what do you think about this concept yes so this
is really you showed me this one actually I was really curious of how
this one works basically it notifies when there’s purchases being made is
basically user proof I’ve seen similar technologies and it actually wasn’t as
apparent as this one whereas it like shop locally or something similar to
that where you would get you know the user we get a notification after you
make a purchase to be able to share whether or not you’ve you bought a
product but in this case they’re telling how many people are seeing it I know
things like Expedia do that where you’re trying to rent a room and they say hey
there’s five people viewing this right now so it kind of gives us a sense of
urgency and also you know let you know what’s going on or how popular certain
items are in this case so I do think it’s it really draws your attention
toward our and it could lead to even more sales in the future so this is
really clever scarcity everybody really well said
Allen scarcity right that’s a concept that all humans feel right so on Expedia
and these other sites what they do is they say hundred people are viewing this
page right now only two are left only ones left you know and so on and so
forth there’s not enough inventory people want to jump in and they want to
buy it especially in the travel space in addition to that there’s this other
element of social proof so a savvy marketer from the United States just
bought leadpages monthly pro subscription right that feels a little
bit targeted towards me in some ways and other pieces were probably a lot like me
right like Allen so what this does is it tells who’s bought right recently and
gets a notification so there’s social proof in addition to that there’s this
other element that create scarcity so you know if I set up ignite
visibility we’re only signing up you know another
four people this month and three people have already signed up which is kind of
the case people are going to probably want to jump in or there’s going to be
you know more types of you know scarcity and calls to action so that’s leave
leadpages and if you’d like to vote for them go ahead and do that in the Google
form and we just have a couple more and then we’re going to do a rapid-fire on
the innovation stuff next one Wikipedia Wikipedia number eight we are going to
vote for them so Wikipedia is the number one SEO site in the world and why is
that the case Allen what are they doing right from a search engine optimization
perspective they crush it because essentially they have all their SEO
elements right if they have the code optimized it’s very easy to read for
search engines they update their content one of the things you’re finding out
here is really update their content so frequently and and they have user
interaction so people in internal link so because of so many things right with
Wikipedia and basically they’re like an SEO dream come true if I would ever give
an analogy to perfect SEO I would generally use Wikipedia as that analogy
only because you know that I mean they’re super popular as it is of course
the amount of links that go to them but just their structure of their website
the amount of information they provide it’s like as a search engine’s dream
come true to digest that information so I mean in this case here you can see how
frequently this thing gets updated and this is just Abraham Lincoln which was a
historical figure but it gets updated still constantly we’re still making
changes in alterations that finding new facts out or adding new information
always in curt well said always improving always updating great internal
linking sourcing all their information credibility building themselves up as a
brand that other people want to link to Wikipedia is doing an amazing job they
are literally the number one SEO site online so says SEM rush and others and
that’s that so go ahead and give them a vote if you like what wikipedia is doing
also in addition to that I think it’s that concept for your business what does
Wikipedia doing they’re cure creating content on a continual basis
updating it for their most important pages if you can do that you’re gonna
rank really well also into I rise so now we’re jumping into Marketo
and then we’ve got one more after this by the way number 10 is my favorite so
you’re gonna want to check that out but let’s take a look at what Marketo is
doing here so Alan talk to us a little bit about this chat bot chat bots are a
big deal right now I’ve had so many people in here giving us presentations
on chat BOTS I want to talk about this one a little bit too but brick just
break it down for us yeah so basically the yo you’ve probably seen this on
websites where you jump on the website and then a little what they call a
little chat bot comes up and also they have started a discussion with you and
it open those open up questions in case you had questions you want to talk about
right away Marketo is actually personalize it so it basically it
tailors to the page that you’re on and in this case we went through and did the
see Marketo in action page and when you click on it it says skip the forum start
the process and book your personalized demo right now and then it even gives
you answers to whatever you have there so I did it on a couple different pages
and actually it was it was a slightly different format slightly different
verbage and slightly different answers that would give him from the chat bot
right away right off the bat so you’re already having a conversation just by
simply opening that and then and then in this case you may not you don’t want a
reply right now you just click a button or you say yeah let’s just book the demo
right away you click a button you barely even have to type so think about how it
might work if you’re on your phone you don’t type very well on your phone so if
this chat bot works you could just start pressing buttons and it makes it a lot
easier for the user experience so specifically think of a chat bot as a
funnel and what are the most common questions in way that you can funnel
them down further in the process and I believe they used to trip here for this
one to create this trap bot and you know are
you qualifying them as a customer you qualify and then from an information
perspective like do they need information or they do they want to
become a customer that’s that’s one if they want information pushing them down
in the information funnels if they want to be a customer pushing them down into
customer qualification funnels and are they going to be making a purchase right
in the chat bot there’s a lot of services that allow you to do that now
and then also how are you creating a seamless
I bought experience from Facebook from your website Google my business is now
going to allow you to start having a chatbot feature inside of there and now
there’s programs coming out that integrate with all of these right so
what’s your chat bot strategy and and here’s what I would say do not do this
unless you’re a big company do not do this unless you just have a ton of
people asking questions all the time because otherwise you’re not really
ready for it but if you’re a big retail company big and entertainment and I’ve
actually gotten this advice just my own personal perspective but then also a lot
of the chat box company have told me this during demos you know it’s kind of
crickets not worth the investment if you’re really small you’re just not
there yet so go ahead and vote on marquette o–‘s
chat pod experience how well do they do on a scale of one to five how great is
that innovation and now we’re going into the last one which is cool but I don’t
want to sway anybody to say it’s by saying it’s the coolest but it is cool
so now we’re getting to experts secrets so expert secrets is is a little
different it’s a marketing campaign okay done by click funnels Russell Brunson
and click funnels is a service that basically allows you to build landing
pages and build funnels associated with it
so what I love about this is look at this landing page okay look at this
landing page and think about this landing page from a lead gen perspective
compared to your landing page for a lead gen perspective maybe yours is better I
don’t know I’m not looking at your landing page right now but I am looking
at this one I can tell you they put a lot of time into that copy for the title
and they put a lot of time into this person this video that they’ve created
and they’re getting people in with a free book which you have to pay for
shipping and then that gets you into a funnel where basically they try to
upsell you to using click funnels and building a course on there so that you
can be an expert and sell your knowledge to other people in addition to that
they’ve done a very good job with the paid media site on this so they are
retargeting about 15 to 20 different ads to anybody who’s come to this page in a
sequence and I just want everybody to know that’s
a really important thing in retail right now or seeing more and more if somebody
watches 60% of this video over 90 days we’re hitting them with 30 different
pieces of creative every other day and seeing that conversion rate go from 1%
to 2% to 4% to 5% so using that remarketing audience and that’s
something we’re working on at ignite right now for a lot of clients is taking
it to that next level but clickfunnels this in particular and a lot of respect
for this guys very good has done a great marketing campaign here and Alan is
anything you want to chime in on that one yeah I really love this because
everything’s above the fold there’s a lot of questions that are saying certain
things a lot of uh called great calls to action they got a video provided and
yeah like you said they probably did a lot of effort and trying to figure out
the best way to to write the even the copy like the first thing starts off
with a sentence and then it’s like get your free copy and then find your
message build a tribe change the world all this great language that makes
people want to go well what’s this all about it adds a sense of like almost
mystery but like you’d be part of a great organization if you join and then
and then like in an on a purely just aesthetic note everything’s above the
fold basically yeah I don’t really have to scroll down to see anything and I
think that’s an important aspect of the specially building landing pages you
don’t want the user to have to do too much just fill out the form press a
button and you’re ready to go so they’re in a great job here quick Falls
you do an audit on your website right now and I just got off a call before
this with a client if you do an audit then you go through every single page
and you make sure that there’s a button above the fold on mobile a button above
the phone a little text and a call to action on mobile for every page you are
going to see an increase in conversion rate between 20 and 70 percent that is
totally true in their studies that show that the study says 55 percent but it’s
different for every business if you look at this same one on mobile they’ve got a
button above the phone they’re using proof the thing that we just showed you
a moment ago that says how great it is and how many people bought it they’ve
got a great creative video that that kind of gets people into this mindset
movement marketing and that’s another thing that they do well
is movement marketing right so kind of getting people feeling like they’re
around something and we kind of feel like that a little bit here at ignite
like we’re for better marketing right taking it up a level doing better
marketing innovating every single day like that’s why we’re here today we want
you to join us and in that movement in a way but they’ve done very very very good
work so that’s clickfunnels go ahead and vote
on that and then now we’re going to get into these last couple bonus items one
which is something that I literally hated at first and now I can’t stop
thinking about it I really really like it so so let’s jump into that but now
just finish up your boat click on the Google Form and we’ll be saying the
winners at the end of this so let’s get into the bonus items so bonus items okay
so the first one is this one that I’ve been talking about a bunch it’s this
concept called breath okay so what is a wrap well a
wrap it’s just this right here if you click through it it is a interactive you
can put forms in it you can put buttons in it it’s like a brochure that you can
spend a people on mobile and at first I was like sifting I’m not really that
excited about it right I’ve Tec knowledge is hard to impress me the more
that I thought about it and the more that I thought about how we could use
this for clients to display retail products how we could use this to we’ve
got you know 150 clients in a lot of different industries what’s the main
thing you want to show to showcase your business so this is a wrap it looks
beautiful on mobile it’s like a little mini mobile microsite with full
abilities for forms videos animations and it’s new its brand new not many
people are using it yet except for the big guys and you heard about it first
for the ignite visibility because I got a demo last week
so that’s wrap and Alan what did you think when he saw rap for the first time
like you were more excited than I was yeah you showed it to me I think after
you got the initial excitement you showed it to me afterwards and I was
like immediately impressed with it because the implications of what you
could do with it I mean the interaction right there like you said it’s like a
micro site and it’s mobile-friendly which is you know the big innovation
obviously with the tech and SEO now is a to be mobile-friendly and if you’re not
or if you don’t have your ducks in a row this might be a really great answer for
you to get the messaging out there and I think that it’s just really I don’t know
I’m interested to see where this goes because you know I don’t know how it’s
really good for your marketing I don’t know how you can distribute it if you
can put in party email campaigns you can put in your newsletters there’s so many
things you could do and then it’s like sending a package to somebody here
here’s what I got check it out if you like it come visit my website but I
really enjoyed this I think it’d be really great for certain clients
nailed it yeah we’ll have to see where it goes in the demo I did see they have
full analytics also which is pretty crazy
so they’ll show you exactly what locations somebody interacted from what
they clicked on within each slide you can you can get a bunch of great stuff
they’ve got this great map that shows you you know where where people are
interacting with it and then you can advertise it through all the normal
mediums so so that’s wrap took me a minute to wrap my head around it but now
I have wrap my head around it yeah yeah fun for you pun intended last couple
ones we got here today we have two more I think and we’ve got hot jars so hot
chart Allen part is my hot hot jar yeah jars are a great what we call heat
mapping tool it basically tells you how people not only where people coming in
to but what they’re doing on those pages and it’s important to understand the
interactions I mean Google Analytics has to some degree but I don’t think they
have it compared to hot jar and I’ve seen some really great software is a hot
rod of the past it’s also free for a certain amount of sessions so for people
that uh that want to just test it out you could go ahead and do that and it
basically tells you how people are interacting with the pages where they’re
dropping off in this case we’re seeing the drop off point so all the way up to
from the dashboard from the homepage to the registration page and then the
dashboard so basically this is where you’re converting everybody who made a
past registration and got to the dashboard is your conversion and then
you can see well fifty eight percent of the people who dropped off the homepage
well why is that so you got to figure out where your calls to action are maybe
you can make some decisions about where you need to place your buttons or your
pricing model is different and then you see 44% dropping off the pricing after
the 58 percent drop off the homepage all right well they
something wrong the pricing maybe we could adjust those things maybe we can
see we can highlight the middle range and make three choices rather than one
and then again you can see the registration maybe there’s a problem
with the form or the form is way too long on mobile those are decisions you
have to make I’ve seen a lot of clients that have a lot of information that they
need from their their prospective clients and their mobile form is just
way too long so people just don’t they don’t have all day to fill out a form so
they just go home forget about it maybe make an easier mobile form or someone
can contact you later and then maybe that will help improve your conversion
so Bachar will be give you some great insights as to how the users are
interacting with your website so you can make these decisions well set the price
for traffic will only continue to go up the people who are gonna win are the
people who can convert that traffic at the lowest rate right the people who
have the best conversion process the service that people want the most it’s
the least expensive for them to acquire customers that’s who’s going to win and
hot jar allows you to do this with this funnel there’s also the funnel report
inside of Google Analytics which is good but I like this one it’s clean the one
in analytics allows you to slice and dice by traffic source anything you can
think of location landing page stuff like that so but this is this is good
and simple which is great okay so I have two more and then the last one is
something that I just found today it just brand-new today it’s right it’s
brand new spankin new and it’s going to affect a lot of people but this one is
just an industry study so we did an industry study where 300 marketers
revealed a disruptive shift in the digital advertising landscape in how
much they’re going to be putting into marketing dollars in each additional
channels and we want to bring this up because one we want you to check out the
study but too because we think that studies are something that all
businesses should be doing every three to six months because it allows you to
manufacture press so think about how can you do a study for your own business and
if you want help doing it we’re happy to help you do it
if not execute it yourself because we highly recommend it and then the last
thing today so this is really interesting we found this
feature inside of Google today on a mobile phone so if you click start story
you are going to see a story that has been created about this particular
person and there’s other celebrities that have it as well this is Kelley
Robbins and if you click it it’s going to show you a story about his life his
life story now what’s really important about this is if you end up getting one
of these for your business and almost every business has a knowledge panel
right that’s what this is not all of them have this because not all of them
have a is incredible as this human being is in my opinion but if you claim this
knowledge panel then you will be able to modify that in and do all that great
stuff ok so that’s really interesting new kind of bonus thing we just saw
today and if you want to see what it looks like I think that this is really
important so I’ll show you real quickly what it looks like if you play this on a
mobile phone so it looks something like this it will flip through and tell you a
story of this person and this is a feature that is inside of Google that
could end up popping up around every single person’s brand so that’s that
so get all your votes in right now last call for votes and now is a good time if
anybody has any questions go ahead and get those questions lined up put it in
the chat I think it’d be fun just to have a little conversation about some of
these things so go ahead and do that in the meantime we’re going to go ahead and
look at who the winners were and a ton of people voted so thank you very much
for doing that and we have our first question coming in Allen why don’t you take this one it’s
the question is raps new but what’s the best way to use it for a business for
the RAF’s program its new so you know it’s really hard to see the implications
though but that being said it really draws the eye and I think that you could
use it for email marketing you could use it as included in your newsletter when
people want to know certain things about what you you do and then I’m wondering I
don’t know how this works but if there’s a way is it possible to text people that
URL so if you do SMS which some people are still doing you can use it at the
URL and then all of a sudden now you have of the such of rich visual
experience that’s on their mobile that they can click on and it’s through text
so there’s so many ways that you could kind of take this and run with it
because you know you got to think about the audience is geared towards it
towards the mobile market and then most of the people that are you know you know
your calls to action for example what I mentioned that that the funnel that
people were going down we’re leaving you maybe provide that as a senate for them
that could take that with them so yeah there’s a lot of ways that could be done
on where i’m trying to wrap my head around all the ways that could be done
and then try to figure out okay let’s see you know give it a test with ignite
or to test with some of our clients that have products and see how much it
performs what it does for us but i do think it’s a great experience so I think
it’s to capture the people that I would use it in a variety of different
channels agree in text right now everybody has the highest open rate out
of all these other delivery platforms so that’s a really good point Alan is that
using text would be really really good for this next question is how do you
code dynamic optimization into a website so that’s kind of a tricky one thank you
for asking that what I would say is on WordPress it cannot be done through the
Yoast plugin so you just go inside Yoast the rules are already set up it will you
can put in the dynamic optimization for titles and descriptions just right in
there it’s real easy if you’re working on a bigger site it kind of depends the
framework but if it’s a PHP site you know you would build that pH
be and you would have it either be custom or if it’s like a CMS like
Magento but yenna works like WordPress where you’ve got an option just to put
in or work with the rules that they have there and then it’s also a little bit
different if you’re like on a Ruby on Rails side or asp.net I think it’s just
the big point is it’s dependent on the type of platform your website’s built on
would you say that’s correct Allen anything you want to add to that yeah
absolutely that’s um that’s exactly how it is it’s it PHP makes it a little
easier is a database driven websites makes a lot easier to to code that in
there I will I can’t tell you the exact coding but what it normally does is it
grabs elements from your header or your title tag or whatever it is and that
that one one slows shift and change they shift all the other elements in there
and then you can individually cater to certain things but um but yeah if you
really have a troubles with that on we have plenty of developers that can help
out and address that so if you have any major questions about the actual coding
I don’t claim to be a coder but I do now know how it works and when we do
actually an in-house what we do is develop a dynamic optimization keyword
strategy so is we basically give you categories and then you rotate them out
based around what we’re doing there so it makes it a lot easier to give a
blueprint to how to optimize it and once we do that then we ended off of the
development team awesome oK we’ve got a whole bunch of other comments in here
thank you guys so much for jumping in and comment and I appreciate it
Donal scripts is a service that works in tandem with clickfunnels app helps you
write dynamic lead generation copy and seems really cool so thanks for shouting
that out really appreciate that we also have a question do you have a URL
example that we can send around for the wrap I do
it’s the URL is inside of here this is actually what it is but we can probably
that will be in the presentation that is emailed out later but you can also I
could tweet that out probably on so if you want to follow me on Twitter hey
I’ll get another Twitter follower out of it too so that
and then let’s see how important is s the faq page is a link in the footer
enough so that’s kind of interesting Alan talk about like the difference
between the FAQ page and then the fa Q’s at the bottom of the page like I have
some initial thoughts on it like you the FAQ page really helps with
conversion rates especially in a longer sales cycle type of business but if you
put it at the bottom of the page that’s also very good but it needs to relate
specifically to that product or service that page is about so that’s the
difference right yeah that’s how I review it as well I think with the FH
use on the page itself or at least a few of them you don’t no need to cram them
all in there I mean the well the San Diego credit union did a good job I’m
cramming a lot in there so they add maybe much they pretty much everything
that’s related to that topic but I do think if you add your major once so that
maybe the top five or top 10 you’ll you’ll get a lot of benefit from that
and if you’re thinking about it it kind of tells the story right it gives you
know that you’re getting the content above you and then once you read that
content you might have some questions about the content so they already
provided you the questions that you might ask and it’s right on the same
page rather than going to a new page so I think for optimization purposes and on
some level CRO the the content provided on an FAQ on
the page itself tells the story a little bit better and then that way you’re not
leaving there and then they make it their decisions thank you okay another
question came out which is a really really good one how is rap different
than a responsive landing page or responsively designed email feels like
we’re missing something like what is it that makes it different so that’s that’s
what how I felt initially to initially when I saw it I was I was kind of like
again not easily impressed after I saw all the different usages of
it I think here’s the fundamental difference it’s it’s flippable on your
with your thumb or your finger on a mobile phone seamlessly and and you can
do 80 90 percent of the same stuff with like other landing page builders and
stuff like that I’m familiar with like all them all right but this one
really seamless as far as clicking flipping from side to side it’s like an
online magazine and then flipping up and then also the analytics are like I
haven’t seen so the backend analytics show you who clicked on what by location
and they extrapolate all this other really interesting data so I would say
like 10 20 percent of the features in rapper new but the concept is is
interesting because it’s a standalone link that you can send out that’s fully
trackable and I would think of it as like almost like an online coupon or
brochure that can be filtered out all around the web and again like at first
not impressed after thinking about more and more kind of sunk in so maybe maybe
it’ll be the same for you so that’s that cool oh we got to pick the winners
that’s the last thing so we’re gonna pick the winner right now or not pick
the winner see who won one based off of the boats so number one had one vote for
third two votes for fourth or four four stars and one vote for five two did not
do as well three is a contender with a couple votes for four and five stars
number four did okay number five had two votes for five stars and one vote for
four stars number six had three votes for four
stars and one for five stars number seven was kinda in the middle number
eight did okay okay the winner is number five what was number five
so I can take a look at that those good job lows we are we like your
calculators apparently it was really close
and I would say it was pretty pretty pretty darn even so that’s it for our
webinar today hope you guys had fun with this
experience again we just wanted to showcase some cool stuff we like looking
at this stuff online we hope you did too if you like this one you know send us a
tweet on Twitter and let us know or or something like that or give us a comment
in the chat we appreciate you or just always looking to provide value and we
hope you had a great day and see online anything else on your end Ellen know
thanks for everybody for joining and we’ll see you online take care guys see
you online have a great day

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