March 30, 2020
E7 – Ecommerce Marketing, Optimization & SEO Training Workshop

E7 – Ecommerce Marketing, Optimization & SEO Training Workshop

Brendan Tully: Alrighty, so I’m supposed to
be talking about ecommerce marketing, and optimization, and I understand that not everyone
in here owns an online store or in the ecommerce game. As much as possible, I’ve made this broad
strokes, and there’s a lot of stuff. We’re going to talk a lot of tactics. There’s a lot of stuff in here for basically
any [00:00:30] business selling online. The title is “From 5 and 6 Figures to 7 Figures
and Beyond.” A little bit about me. My main business is The Search Engine Shop. It’s a local SEO and AdWords agency in Australia. In the mid-2000’s I also grew an ecommerce. We acquired it for free. It was doing $100k turnover at the time, and
within about just over two years we took it to doing $6.5 million a year turnover. It’s a long story. Ultimately that business fell over, due to
our own stupidity. [00:01:00] Out of that grew my current business,
and in 2009, 2010, we won a government contract to do workshops and training for small business
owners in Australia about web stuff. That’s how I grew my current business. Since then, we’ve worked with around 2,000
businesses through our services, through consulting, through one-on-one training workshops. Today, we manage the assets for several hundred
businesses, and there’s some common things we see all the time. Some common mistakes, and some tactics that
we see that [00:01:30] work really, really well. My goal for this session is two things. One, to give you one really, easy quick win
that you can do yourself, really quick and easy, in the next seven days that’s going
to have some sort of impact. Then also, one bigger, something more chunky
that might take some time to implement, but it’s going to significantly move the needle. It might take some time to do, but it’s really
going to show results. Is that okay? Cool. We’ll start with this. I’ve got three sections for you. I’ve got a lot of stuff and not [00:02:00]
a lot of time, so we’ll have to jam it in. We’ll have to move quickly. The first one, I want to talk about protecting
the downside. There’s so much stuff online, in the blogosphere,
that you’re exposed to all day long about growing businesses, getting more traffic,
ranking higher, doing more on social media, all that sort of stuff. But there’s almost no talk about protecting
the downside. Success is a funny thing. It often happens by accident. Failure is the same. It often happens by accident as well. To succeed [00:02:30] in business, we want
to cover our ass. There’s a lot of small, little things that
you can do, often cost no money, or a few bucks a month, that will practically eliminate
all the risk that you currently hold in your business. I’m going to show you a few of those, because
a lot of people don’t talk about these. There’s this weird thing where people will
happily spend a lot of money on stuff, but then balk at paying five or 10 bucks a month
on something as simple as VaultPress that will completely back up their website, protect
it [00:03:00] if it gets hacked or it falls over, they’ll have a backup that actually
works. I’m going to run through some of these. Some of these you’re probably already doing. Probably some people in the room that are
going to look at these and go, “Shit. I’m not doing that. I need to do it.” We’ve got a simple checklist. Let’s talk about your hosting. There’s four parts of your hosting. Domain name, DNS hosting, email hosting, web
hosting. Ideally, all four parts of your hosting should
be with separate providers. Most people when they’re starting out, they
get a Bluehost account for five bucks [00:03:30] a month, four bucks a month, whatever it is. Stick all this stuff there. That’s a problem, because if Bluehost falls
over or if it’s down for the day or has a prolonged outage, then all your stuff’s going
to be down. If you have it with four separate providers,
if one of those goes down, then you’re going to be okay. If email goes down, it’s not going to knock
out the website. The website goes down, it’s not going to knock
out email. Simple step that most people don’t do. Does that make sense? Let’s talk about domain names. Domain names cost 20 bucks a year, [00:04:00]
something like that. Almost nothing. But, they are the foundational component of
your online business. Everything sits on top of the domain name. Your email, your brand, your SEO rankings,
your customers know your domain name. Every single thing in your business, your
online business, is tied back to the domain name. The problem is, it costs 20 bucks a year or
whatever it is, 30 bucks a year. No one really gives it any attention. There’s a disproportionate amount of risk
associated with a domain name. It’s doing [00:04:30] a disproportionate amount
of things in your business, and you’re not giving it much attention. Some simple steps to protect your domain name
are going to go a long way. Whois protection for your domain, yeah, it’s
going to cost you 10 bucks a year or something like that, but it’s going to give you a base
level of protection. Having the domain name in the right corporate
entity’s name is really important. We deal with a lot of businesses, seven and
eight figure businesses, and there have been problems selling businesses because one partner
who doesn’t want to sell [00:05:00] owns the domain name, it’s technically in their name. The other partner wants to sell. It’s not actually in the business name. It’s critical that your domain name is owned
by the right entity. It’s a simple step, but when you’re registering
a domain name at 3:00 A.M. in the morning, it’s something you aren’t really thinking
about. Then the last one is two factor authentication
on your domain name. This is especially important for people in
this scene who work on public wifi, unencrypted wifi, coffee shops, places where people can
be looking over your shoulder. It’s crazy that some people are still not
using [00:05:30] two factor authentication. For domain registration, domain registrar,
we use Namecheap. It is cheap, it’s good quality, and they support
two factor authentication. If your current registrar doesn’t support
two factor authentication, it’s probably worth looking at moving. Does that make sense? Let’s talk about DNS hosting. Most people don’t think about this either
because it’s one of those underlying tech things that just happens. It’s part of web hosting of something. That stuff. Just like your domain name, DNS hosting is
a foundational component of making everything work. [00:06:00] It makes your online assets work. Basically converts internet addresses into
IP addresses. Often, when you see people talk about … You
guys have seen it. There’s a lot of talk about website speed
and 0.1% of a second is so much conversion, all this sort of nonsense. People talk about moving web hosting provider,
and the website goes much faster. A lot of the time, that’s because they’ve
moved DNS hosting. The DNS hosting actually plays a really important
role in website speed and reliability, and again, [00:06:30] if you’re using Bluehost
or HostGator or some other shitty host for a few bucks a month, their DNS hosting sucks. It’s slow, it’s unreliable, so ultimately
that means that your website’s going to be slow and unreliable. The provider we use for DNS hosting, we use
Cloudflare. It’s actually free. It’s one of the top 10 fastest providers,
DNS providers in the world. It does a whole bunch of other stuff, website
acceleration, security, and some other things that just make your website faster and better
and more secure. Check it out. If you can’t use Cloudflare then it’s worth
checking [00:07:00] out Amazon DNS, that would be my second choice. Pretty simple stuff. You do those few things, they’re going to
remove a lot of risk around the business. Cloudflare will protect your website from
a lot of hack attempts and a lot of rubbish traffic that’s hitting it, and it’s free. Few more things. Downtime costs money. Almost all of us are in the online business
game. Every second the website’s down effectively
costs money. The downtime actually literally can cost you
money. It makes sense to pay a few bucks a month
[00:07:30] for uptime monitoring, but most people aren’t doing it. We use We use Uptime Robot as well, so we have two
different … We do a lot of hosting, so we have hosting environments that need to be
monitored. If those environments go down, I get an SMS,
our team gets an SMS, and we can do something about it. Again, the last thing you want to do is get
up in the morning, check your web stats, and see that you haven’t made any money over night
because the website’s been down for 12 hours. Again, something that costs you five or 10
bucks a month [00:08:00] removes a lot of risk around losing income, things not working. Does that make sense? Some other simple ones. Particularly because we’re all working in
coffee shops and public wifi and someone else’s network, VPN, which I’m sure you all probably
already know about but a lot of you won’t be using. There’s a plug-in for Chrome that I use, HTTPS
Everywhere, which’ll force the traffic over a secure connection if the website supports
it. It’s a very easy way to add an extra layer
of security to what you’re doing. OpenDNS, [00:08:30] so using OpenDNS serves
for the DNS service settings on your computer is a really easy way to prevent against low-level
attacks. It’ll filter out a lot of websites that have
been hacked or trying to do dodgy things. Then the Littlesnitch Network Monitor, it’s
a great little tool. I think it’s paid, but it’s not much. It’ll tell you exactly what’s happening on
the network connection on your computer, but the other benefit is when you’re on a Skype
call, when you need to make an important call and the internet’s unreliable, it’ll tell
you what’s using the bandwidth, what’s using the internet connection so you can turn it
off. It’s a really handy [00:09:00] little tool
as well. I don’t have to tell you guys, but I do see
it all the time, when clients send us passwords, using the same password on everything. A password manager makes it easy not to do
that. If you’re not using a password manager, it’s
worth checking out. 1Password or Lastpass. Then giving staff their own accounts for stuff. It’s all pretty straightforward stuff, but
I guarantee you, there’s some people in this room who are not doing some of it. Does that all make sense? It’s all good? All right. I feel like I’m ranting a bit, but you’d be
surprised. We get clients [00:09:30] coming to us every
month with problems related to not doing these things. Backups is a huge one. There’s kind of, well, in a digital business,
in an online business, a disproportionate amount of the business value is tied up in
digital assets. Digital assets are effectively the business
value. Then there’s also this kind of psychology
around, “It doesn’t matter. It’s not front of mind. I’ll be fine.” This is the expectation that [00:10:00] nothing’s
going to go wrong, but the reality’s very different. Laptops break, you drop a laptop, you drop
a phone, it gets wet, cloud services go offline, things break, Amazon goes down. Data loss is going to happen. It’s inevitable. It’s better to have the attitude that it is
going to happen and prepare for it and have your ass covered, as opposed to sticking your
head in the sand, shit hits the fan, drop the laptop, you lose important data, something
goes down, things are broken, and you lose money, ultimately. Some [00:10:30] simple rules to live by. Expect that it’s going to happen and prepare
for it. Pretty straightforward. That simple change in mindset will make a
big difference. It’ll uncover a lot of risk that you’re carrying
around now around data and where the value is in your business. Second one, don’t trust anyone with your backups. It’s basically the data is, those digital
assets are the value of the business. You wouldn’t go handing out your internet
banking details, so I wouldn’t go handing out backups, access to backups, just [00:11:00]
to anybody. Don’t trust anyone with your backups. It really is, that data really is the value
of your business. Two independent backups where possible. There’s a saying that two is one and one is
none when it comes to backups. One backup is probably not going to be enough,
because Murphy’s law, when you go to use the backup, it’s likely it’s going to be missing
data, something’s going to be wrong, doesn’t work properly, there’ll be some issue. If you have two backups, there’s going to
be overlap. If there’s a gap in one, it’s more than likely,
the other one’s covering [00:11:30] that gap. Important that really, aim for a minimum of
two. Backups must be automated with monitoring. Manual backups don’t count, because that needs
you to do it. Again, don’t trust the monitoring, check them
regularly. I check our backups, depending where the backup
is, weekly or monthly when I do our finances. It’s that important to me. This is basically the backup strategy we have
in our business. I do a lot of WordPress stuff, like probably
most of you. We have recently moved from VaultPress, VaultPress
is a great backup [00:12:00] solution, but we actually discovered it has huge gaps. We actually moved to Blogvault, which is a
cheaper solution, and it actually tells us what it’s not backing up, which is great. Then we use WPEngine. We actually spend five figures a year on WPEngine,
and they do backups as well. We have the Blogvault on every instance, because
I don’t trust WPEngine. On a cloud service, you’re probably not going
to have that option to back stuff up. We found a tool called, which is
fantastic. It will back stuff up to Dropbox. [00:12:30] It’s a cheap tool, but it will
back things up like Shopify websites, anything you have FTP access to or web access to, you
can back up. It’s a great tool. Email’s an important one. There’s a lot of value stored in email. I don’t know how many times a day I get a
Gmail and search for stuff, so we use Backupify. It’ll back up personal Gmail accounts and
Google apps accounts, and it also backs up Google Docs. What else we got? PC Backup, Crashplan and Dropbox, and we have
the extended Dropbox History, I think it’s 40 bucks a year. The bottom one we [00:13:00] started doing
recently. We have UPS Power protection with solar panels
for our staff in the Philippines, because they’re getting a lot of power outages, and
that was causing problems with the staff were offline for the day. Also, they were losing data because things
were, the power quality was so bad. It’s pretty cheap. It’s a few hundred bucks a year. Sorry, a few hundred bucks to get them a UPS
and a solar panel. Let’s talk about money. All businesses effectively run on money in
some way, shape, or form. Right? Makes sense? [00:13:30] It kind of follows that if you
don’t understand money, then you don’t really understand business. My question is, there’s a lot of business
owners in the room. Who here can click a button, within a few
clicks, produce a profit and loss statement and a balance sheet accurate to within one
to two weeks? It’s not many people. Then, if you can’t produce these reports,
these financial statements, how do you really manage your business? How do you know how well it’s doing? This is a very common problem, particularly
for startup business owners. [00:14:00] Things like running personal and
business accounts together. Big mistake long term. We’ve got simple finance rules. I actually talked about these at the first
[DC 00:14:14] Dynamite Circle Bangkok Conference in 2012, and I still have friends today coming
to me and saying, “Hey, that thing you talked about, I actually went and did it.” Three years later, four years later. Simple stuff, common sense, but I guarantee
[00:14:30] a lot of people are making these mistakes. Running your personal business finances through
the same accounts, even if you’re not incorporated it’s a crazy thing to do, because it’s very
hard to manage the business, see how well it’s doing if you’re treating it like your
personal piggy bank, which some people do. We just talked about the profit and loss and
the balance sheet. Being 100% legal and tax compliant, this is
a funny one, because we’re in Asia. We’re traveling. We’re not at home. A number of people I talk to are like, “Not
there. They’re not going to get me, so that’s fine. [00:15:00] I’ll just leave those debts. I’ll just leave my tax returns for five years.” The thing is, the IRS, the [HEO 00:15:06]
in Australia, those tax agencies, they’re all government-funded debt collectors. Their job is to get their money from you no
matter what. What you’ll find if that’s your attitude,
head in the sand, that you’ll go back home, five years of tax returns, you lodge them,
they come looking for five years’ worth of money and interest. It’s better to be legal and tax compliant
today and take a little bit of pain right now than sit on [00:15:30] your hands and
ignore it and then it comes and bites you on the ass in years to come. I’ve made this mistake. I’ve had $80,000 bills come from the ATO when
I was in my early 20’s. It’s not fun, so don’t make the mistakes I’ve
made. Do something about it today, and really, once
you’ve got a little bit of momentum, and once you’re making a little bit of money, you really
should incorporate. Running business as yourself, as you as the
entity, opens you up to a lot of risk that you don’t see, and a lot of potential problems. The sooner you incorporate, the better. Then the bookkeeping, you shouldn’t [00:16:00]
really be doing bookkeeping. It’s basic data entry. You should have a bookkeeper. Someone should be doing it for you. In terms of reading financial reports, if
you can’t check all these boxes, if you don’t know what some of these terms mean, then you
probably need to do some work and do some learning. It’s funny. The only person I’ve ever seen in the blogosphere
or in the online space talk about this is Andrew Youderian on his eCommerceFuel blog. He has two articles that are fantastic. If you don’t know what a profit and loss statement
is or a balance sheet is, that’s probably a good place to start. [00:16:30] He’s the only person I’ve seen
dig into these, which is crazy because there’s millions of articles on SEO and AdWords and
everything else, but again, if we come back to the point that the business runs on money,
it’s important that we understand money and how it works, right? Some important ones here. The difference between a cash and accrual
business, which will become increasingly important if you’re dealing with staff, dealing with
payment terms, dealing with inventory. That’s a very important thing to understand,
the difference between the two. Knowing that the trends are more important
than the individual numbers [00:17:00] and whether or not you’re tracking the trend,
is it trending up or down? That’s really important. Normal growth is good. Controlled growth is great. Uncontrolled, explosive growth can kill a
business. That’s ultimately what happened to our ecommerce
business. We grew like crazy. It was completely uncontrolled. We grew from four to 25 staff in a very short
period of time. we were just kids. All the sudden, we had all this money in the
bank account, and it was just crazy. It was out of control. Ultimately, the business ran out of cash,
[00:17:30] because we didn’t know some of these things. We had uncontrolled, explosive growth. That can be very dangerous. Keeping a personal net worth spreadsheet can
be very powerful. Ultimately, we’re all in this to grow our
own personal net worth. Tracking your own net worth can be a really
good way to see how you’re doing overall in the big picture. Then the last one, not all accountants are
created equal, so be careful who you take business advice from, because a tax accountant
is more like a tax lawyer and doesn’t necessarily, [00:18:00] is not really necessarily in a
position to give you good business advice. Some resources for you. I’ve talked about Andrew’s [inaudible 00:18:08]
articles there, so that would be a good place to start if you’re not familiar with some
of these things. Then their book Financial Intelligence for
Entrepreneurs is probably the next step. It’s well worth the read. Those are some of the tools we use. We use Zapier to connect all sorts of stuff
to our accounting system, so we have multiple things taking the money off customers online,
and we use Zapier to push [00:18:30] it into Xero. Xero’s our cloud accounting system. That’s section one. Section two, quick wins. I’ll go through these quickly. These are more ecommerce focused, but there
is some that apply to all businesses. The first one is understanding funnels. We do a lot of work with clients around particular
tools. The question we get a lot of the time in our
workshops is, “I heard this tool is great. Should I be using Facebook ads? Should I be using this or that?” The underlying problem there, really, is that
they don’t understand how a marketing funnel works. [00:19:00] This is a marketing funnel with
a terrible slide. It’s almost like clip art, but hopefully it
gives you the idea. You might have heard the terms top of funnel,
bottom of funnel, and it refers to this. At the top of the funnel, customers are not
aware of us. They’re not aware of your business, the products
and services or the solutions you offer. They might not be aware that the have a problem. In the middle, they have little or no active
demand. They have some sort of awareness. They had a tiny bit of demand, maybe, but
they really have no pressure [00:19:30] to change or there’s no … There’s too much
friction to change. Then at the bottom of the funnel, they have
active demand. They’re actively seeking to buy it, to solve
the problem, to do something about it. Then, for us, as business owners, this is
really where our focus should be. At the top of the funnel, we need to be creating
awareness of their problems and the solutions we offer. In the middle, we’ve got to create, reignite,
and increase the demand, remove the friction, or increase the pressure to buy. You’ve probably seen a lot of stuff around
[00:20:00] discounts, time-based discounts, and pressure and things like that. That’s what that’s all about. Then at the bottom of the funnel, we’ve got
to capture that demand somehow, filter it, and qualify. Just understanding this alone enables you
to pick the right tools. Then it comes back to, if you’re an ecommerce
business, there’s really three places where the active demand is. Google, eBay, and Amazon. Then there’s other places where there might
be active demand, YouTube, Facebook, second tier shopping channels, Pinterest, Etsy, all
those sort of places. [00:20:30] The point I want to make is, if
you understand how the marketing funnel works, then you’re much better places to choose the
right tool and choose the right channel that works for you. That should eliminate all the questions you
have around, “What, do I use Facebook ads, do I not use Facebook ads?” If you can understand where your customers
are at, or where the bulk of your customers or prospects are at, that’ll solve that problem. This is really an ecommerce-specific one. I spoke at Anton’s DSL, his first Drop Ship
Lifestyle Conference. I shared this [00:21:00] quick win, and a
few months after that, I had one of the attendees who runs a seven-figure ecommerce business
tell me he did it, and he saw a 10% increase in revenue. This is a tiny little change, and if you think
10% on seven-figure business, that’s a lot of money. Probably, maybe an hour’s worth of work. The action step is to add two words to the
title tags on product pages. Buy [00:21:30] and online. Why we do it? It comes back to the funnel. When people are ready to buy, when they have
that active demand, they go to Google and they type in “But something online,” or some
variation of that. Adding those words to the title tag, the SEO
title tag, can make a huge difference. It makes us rank higher for those terms, and
it gets us better quality visitors. What I mean is, ti look something like this. We have a before, this is Dan and Ian’s business
from the [inaudible 00:21:54] NBA before they sold it. We have a before example for litter box hiders,
and [00:22:00] then we have some after examples. Ideally, we want to be the middle one, so
buy litter box hiders online. That’ll make a huge difference. Some ecommerce platforms has a limitation
where you can’t do that. In that case, you’d add the buy online after
it. This simple change for that one guy, more
than $100,000 in revenue per annum. Here’s another example, massage tables. It’s pretty simple, again, add the bio line
to the end of it. Most of the time, you can do this manually. If you only have a handful of products or
you can export to [inaudible 00:22:30] do some [00:22:30] find, replace there on Excel,
or there might be an SEO plugin that will allow you to template it. That’s a quick and easy one for ecommerce. Also, Google Shopping optimization, so you
might have seen this. I’ll go through it quickly, because I know
a lot of you guys aren’t in the ecommerce space. Probably the biggest thing, the biggest way
to optimize your Google shopping campaigns is to add negative keywords. I actually have, if you go to my website,
[inaudible 00:22:52], sign up for the auto responder, one of the modules
in there has a video in there that shows you exactly how to do it. Often, that can double the profitability [00:23:00]
of those campaigns very quickly and easily. Rules to live by. Don’t ask, don’t get. My old business partner used to say this all
the time. He was a strange man. He was a little Napoleon type character, but
he used to say, “Don’t ask, don’t get,” all the time. It used to drive me nuts. It ended up sticking, and now it’s one of
the rules I live by. Many providers will give you a discount, will
give you something, just by asking. Don’t ask, don’t get. Places like Shopify, you give them a call,
they’ll give [00:23:30] you a discount. We had one of our [proto 00:23:33] ecommerce
blueprint members call Shopify, and he got a $2,000 a year discount, a 0.01% reduction
in your credit card processing rate on $1 million a year is $10 grand. Just but making a few quick calls, you can
get these sort of discounts. There’s probably places in your business where
you’re overpaying right now. You might have a monthly service you can change
to yearly and save 20%, simple things like that. This rule, Don’t ask, don’t get, if you live
by it, make [00:24:00] it a habit, put it in your calendar every three months to review
stuff and ask for discounts, can be really, really easy way to save a lot of money very
simple. Money meta descriptions. Meta descriptions matter. If you don’t know what a meta description
is, it’s the little blurb that appears in the Google search results when the search
results come up. It’s funny because in the AdWords space, we
do a lot of AdWords, and if you go to an AdWords blog or any AdWords website, there’s all this
talk about CTR or click through rate. Small, tiny tweaks you can make to an AdWords
ad [00:24:30] that will double the click through rate. That means twice the traffic. Something as simple as swapping the top and
bottom lines in an AdWords ad can double the click through rate. That’s twice the traffic from that ad. In the SEO space, nobody talks about this,
which is really strange because there’s so much talk about rankings, but to actually
get the traffic some Google, from organic search, you actually have to rank and get
the click. Actually, ranking’s only half the job. I want to talk about meta descriptions. Small, [00:25:00] little tweaks and changes
can make a massive difference. A lot of you guys, no matter what website
you’re running, there are probably problems with your meta descriptions or things you
can change that are going to make a big difference. Your homepage is a really good one. It’s probably worth writing a note to go and
check your homepage and see what the meta description says. That’s probably the thing that’s going to
get the most mileage in the Google search results, so it’s going to give you a lot of
leverage. Some quick ones. When the meta description is not set, Google
just pulls a random blurb from [00:25:30] the webpage, which often doesn’t really make
sense or doesn’t entice the click. We have some super rules. If you follow these rules, it will make quite
a bit of difference over time to your traffic hitting your website. Every page on your website needs a unique
meta description because every page should be unique. If it’s not unique, then why does it exist? Why is it live? Use capitals at the start of important words,
it’s an easy one. Use capital letters strategically. You can’t really use capital letters in an
AdWords ad, but you can use them in your meta descriptions. Really [00:26:00] simple way to stand out
amongst competitors. Sell the sizzle. It’s like a mini-sales letter. What you’re selling is the click, not necessarily
the product. You need to give people a reason to click
you over the competitors. Remember, simple things like adding your phone
number into the meta description can make a huge difference. It’s not just in the search results that meta
descriptions show up. They show up on social a swell. Often you’ll see stuff shared on Facebook
that doesn’t have a meta description set. It doesn’t really have any information to
entice you to click through. Here’s an example of what I [00:26:30] mean. This is natural stacks. This has actually been fixed and now they’re
following our template. The top is the before example, when we took
this screenshot for a vitamin D product. You can see the meta description basically
tells us what vitamin D basically is. Again, coming back to our sales funnel, marketing
funnel, if I’m searching for vitamin D, I already know what it is. I want vitamin D. I don’t need to be told
what it does or what it is. Rewriting the meta description for the second
example, that it’s high potency, [00:27:00] vitamin D3 capsules with certified organic
oil, coconut oil to boost absorption. Buy online with fast, insured nationwide shipping. Making that small change will make a huge
difference to organic traffic. If you think about, it you’re competing with
10 other people, 15 other people in their search results. You need to give them a reason to click. If you do this on your home page, small little
tweak. It’ll make a big difference. You see there, that a lot of the important
words have capitals at the start? That’s a really easy way to make these work
better and make them stand out. [00:27:30] Some tolls you can use to see what
your meta descriptions currently look like, ScreaMING Frog SEO Spider, which is a crazy
name but it’s free for up to 500 URLs. On most small websites, that’s fine. Xenu Link Sleuth is another good one. Just doing this search in Google, this is
a really powerful one. If I’m talking with someone on the phone and
they want to buy stuff from us, I’ll do this search while they’re on the phone and it’ll
tell me a lot about their website. The site, search, there’s an example. We’ll do the again, [inaudible
00:27:59]’s website. [00:28:00] These are the search results. I don’t know how easy that is to read. Some things we want to pay attention to, this
will show us all the pages Google sees on the website for that particular domain. You can see there it gives us the number of
pages indexed. It should roughly match what’s on the website
or very closely. You can see there, it shows us the title tags
and the meta description. You see immediately there’s a problem there,
because modern cab design is repeated in that title tag. There’s a simple little mistake that will
make a big difference to that business over [00:28:30] time. It will hurt it quite a lot. Again, we have the meta description, meta
description’s not set. Here’s basically our checklist, what we’re
looking for when we do that search. Again, if you did that search on your website,
you might find that there are some problems or some easy wins there. All righty, got a few more slides. Email, I won’t get into this too much, but
email’s a special case because it can both boost traffic and conversion. Most people aren’t really doing it, so my
recommend is just to do it consistently. I even struggle with [00:29:00] this. Most people struggle with this. It’s just easy to forget, but it’s hugely
powerful. 8020 conversion optimization, traffic is one
part of doing stuff online. Actually converting the visitor is another
one. These are kind of the tools and hacks we use
to boost conversions. We’re not talking about changing button colors. We’re talking about big improvements, like
50%, 100% improvements. So a large chat with proactive chat. That’s my best tool out any tool you can use
for conversion optimization, that’s the best one. You all know [00:29:30] what live chat is. Most live chat tools have a proactive chat
where they can start a conversation with the visitor. [Zocom 00:29:36] is a good place to start. [Zeropim 00:29:40]. It’s cheap and I think it’s free for 30 days,
and it hooks up to your smartphone. Particularly if you’re starting out, you don’t
really want to be sitting in front of the computer all day, but some people do. If you have [Zeropim 00:29:49] on your phone,
you can have the live chat conversations on there as well. It’s a really good way to get insights, to
find problems in the website, or low-hanging fruit that you can fix that will help boost
that conversion. [00:30:00] Some other good ones. Crazy [egg 00:30:02] and lucky orange are
fantastic tools in terms of seeing what’s going on with the website. Lucky orange will actually show you videos
of visitors on the website. It’s really powerful. The bottom one, ditch the PayPal express buttons. Anything that forces the customer through
PayPal before your checkout can be a problem, because it’s going to break. People don’t like PayPal. People forget their PayPal logins, there’s
some sort of problems. The PayPal website runs slow as hell sometimes. I would use Stripe instead of PayPal. [00:30:30] Generally where the customers are
given an option between Stripe and PayPal, we see a 60/40 or 70/30 split in favor of
Stripe, so that’s definitely an easy win there if you only have PayPal. I did have a whole bunch of mental models
and frameworks, but I’m just going to give you one because we’re limited on time. A lot of newbies and [inaudible 00:30:50],
which I’m sure there’s many of you in this room, don’t really understand the fundamentals
of making money in a business. There’s a simple model that I learnt early
[00:31:00] on that can make or break a business. It’s this. This is from my friend Lisa’s book. It’s basically the five ways to make money
in a business. Get more leads, prove the conversion rate,
increase the average transaction size, get more transactions, or reduce the cost. Now, in a brand new business, you really need
to move left to right on that, so you need to get some leads and start doing stuff. For an established business, when someone’s
looking at growing it, there’s [00:31:30] still a tendency to go left to right on that
diagram, but what you’ll find if you’ve been running for a few years and you have momentum
and traction, if you go right to left on that diagram, you’ll find some really easy, low-hanging
fruit. We actually built, the model we used to work
with clients is based on this. You see there, leads equals traffic. We’ve got conversion rate. Trust in relationship, and technology and
systems. When we work with small business clients,
bricks and mortar clients, this is typically the model we give them to learn and understand. [00:32:00] We start at the bottom. Business fundamentals, and then move up from
there. All right, that’s it. I’m done. Speaker 2: All right, ladies and gentlemen,
come on! Excellent.

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