Lead Capture Pages: Why Your Landing Page Converts Clicks But Not Sales

Hey guys, this is Dave Wood again, and welcome back to the second section of the Top Producer Formula. Now, I'm really excited here, actually, because I've got two of the guys that I respect the most in the marketing world who actually work for us in our corporate team, and I'm blessed to have you guys, by the way. And they're going to break down the science of creating lead capture pages. Like, a lot of you guys have seen the lead capture page that we made for the Top Producer Formula. That thing's just hot, by the way.

I just really like that page. But, you know, Mars here, he's our CMO. That stands for Chief Marketing Officer, if there's somebody out there that doesn't know that for some reason. He's our CMO, so he leads all the marketing that goes on in Empower Network, led the marketing that went for this micro-launch. This is his studio that we're in right now, and he's really just a brilliant marketer.

Actually, your team, the launch men, you guys have done, I believe, like, over $70 million in sales for people just selling products, okay? And then we've got Rob Ramone over here, who's just, he's like the marketing progeny. That's what we like to call him. The reason is, because I came up with progeny, right? Yeah, 20.

And so he does a lot of things for us, and he just kind of is just well-rounded and is brilliant with what he does. He's actually the one, if those of you who are in Empower Network, who wrote all the recent, you just lost commission emails that got so many of you to make a decision. And so that's actually him and his writing, and he makes a lot of our capture pages. And so I always feel like we should get the best talent that we have teaching a particular subject, and these two guys are the best guys that I know about teaching you how to make hot lead capture pages. So with that being said, I don't know who's talking first, but over to you guys.

This is, I'm excited. I'm excited. What we're going to do is we're actually going to walk you through the five highest converting landing pages that you can use in your business. Mars and I will take you through that. And what we're taking you through the five highest converting landing pages, we're actually going to walk you through the two things you absolutely want to avoid when you're building landing pages.

And the reason why they're two specific things is because a couple of months ago we did a campaign. I was actually telling you about this the other day. You actually haven't heard this. 89.4%, Dave. I want you to plant this number.

It's in your head because a lot of that was part of Empower Network, too. 89.4% of people who have a capture page, who drive traffic to their landing page, are doomed, meaning they're not going to make money from it. And that number just kind of shocked us. We're like, why is 89.4% of people who are generating leads online and trying to build a home-based business, trying to have freedom, trying to reach their goals, not getting the results they want? So what we did is we started...

Wait, wait, wait, sir. You can tell he's a marketer because he's saying 89.4% instead of 90%. I'm sorry. It has to sound realistic, right? I want to remember it.

I wish it made up a percent. Sorry, Rob. Yeah, no worries, man. I love your shenanigans. Keep them coming.

Keep them coming. That's what makes me attractive to you. And that beard, too. Big giveaway. Anyway, so we decided, me and my business partner, we got on the phone with a handful of these people one-on-one, and we worked with them.

And we identified what were the things that were stopping them from building a high-converting landing page. And we're actually going to show you some of the examples of what is wrong and what to avoid when you're building a landing page as well. And Mars and I are going to walk you through that right now. So the first landing page we're going to show you is what's called... It's just this very basic landing page.

And I'll actually let Mars go ahead and talk about... What's this one called? There's a name for it. Dude, I love the copywriter who wrote this. It's called Background R Center.

Background R Center. Okay. I want to pay this copywriter. It's a brilliant name. So what's funny about this page...

It's funny that you're starting with this page, and I wasn't sure what order you were going to go in. I can't even remember all the five pages that you picked out. This page is used online-wide, and my business partner, Kristen, is the one that actually made it. We argued about it with the people who wanted to put it up because most people would argue... Let me stand up here.

Most people would argue that this little bit of information here and then requesting this people's contact information wouldn't work, which can be true. But... What you've got to think about before you set up a lead page of any kind is the traffic source. There are basically three sources of traffic. I don't know if you want to start a whiteboard.

There are three sources of traffic, three kinds of traffic, and if you don't know which kind of traffic you have coming to your page, you shouldn't even be building out your page. This is my first year... This is going to make me sound bad. My first year, I only dealt with one kind of traffic, and so all the tests and everything that I did, they were based on that, and I didn't realize there were really three different kinds of traffic, and it took me about ten months in before I figured it out. So the three kinds of traffic that you have to know which kind it is before you even start building your landing page, and this one, that page that Rob's head on, is ideal for one certain kind of traffic and not for the other two.

Obviously, there's cold traffic. Cold traffic is when whoever is coming to the page has gotten there with no referral from anybody else, and they're coming either through a banner ad or... They could be coming from, like, a Facebook ad, just from someplace where they haven't met you yet, they don't know you yet, okay? And you have to behave a certain way in that scenario. And then warm traffic is partner-driven traffic.

That means somebody has said, hey, you have to go check this out. Go here, do this. Go sign up for this guy's whatever it is, or gal's whatever it is. And then hot traffic is typically somebody who's already not only interacted with you, but they've already bought from you. And not only have they bought from you, but really hot traffic is where you can make the most amount of money, because they're already familiar with you, and they already bought something from you, and they had a good experience with whatever they bought, right?

So this, that kind of page... Pop back to the page real quick, Rob. So that kind of page would not work for cold traffic, okay? And so anybody who would ever use that page with that very simple, like, just one headline kind of an offer, it wouldn't work for cold traffic. And I see a lot of people use this for cold traffic, and they're like, I can't get conversions on this.

The problem isn't the conversions, it's the traffic, okay? So this page right here, and Kristen and I made it for warm... Oh, Kristen, my business partner, she made it. She made it specifically for warm traffic, because we decided, what the hell are we putting all this information on the page for? Like, giving them all this stuff that they have to read.

If they were in an email, if one of the partners who mailed for a campaign of ours sent them an email, explained everything to them, I don't need to repeat it all on the page, right? I just need to have something simple there that allows them to enter their name, their email, maybe their mobile phone number or whatever, and gets them through the process. As long as this messaging here is congruent with whatever was in the email, you're only getting in the way if you have extra stuff on there. So basically, that's my take on that, right? You can add whatever you want.

That's a warm traffic-oriented page, but it works like a charm, because no friction getting in the way of getting people to sign up. Right, right. And the great thing about this page is it's simple, and that's what makes it work. But what we found is, for the people who were a part of the 89.4%, is the ones who were not having success with this landing page overcomplicated it. And you'll see what I mean in a minute.

But first, just raise your hand if you can tell me what could go wrong with this landing page. And actually, let me just give you an example. Let me pull up an example here from somebody. While Rob's doing this stuff, I'm going to juggle, because he told me to juggle while he's actually looking stuff up. Hey, you got that done quick, dude.

We practiced, so what's going on? Wait, I actually want to pull the page back up so you can juggle really quick. Okay, so I'm just going to... This is about, I can't really juggle. Do-do-do-do-do-do-do-do.

You got it? So this is a similar example of the landing page. As you can see, it's a very simple call to action, but looking at this page, what is wrong with it? Raise your hand. Drinks my eye right into the bullseye and away from the...

Dean, right? Yeah. Perfect answer. This is actually very important. When someone's going to your call to...

When someone's going to your landing page, I'm actually going to pull up the screen one more time, is you want someone's focus on the actual call to action area. Yes, the background is good, and it should be there, but it should never take away from your call to action area, because when someone comes to your landing page, you have five seconds to capture their attention. Where is their attention going? Is it going to be captured on the actual headline, or is it going to be, oh, this is a nice looking background. Can I play darts?

Right? So you want it on the call to action area. What else? Can I take... Yeah, I can, without like seeming like a...

Ask to see if anybody in chat has an answer. I would say, well, the button, the button isn't contrasting enough. It's not calling out enough. Like that blue button that was on there. Isn't going to catch anybody's attention.

The blue button? Yeah, the blue button. What do you think? I don't know if that's one of your things, but I would change the button color. The button, you want to actually hurt people's eyes.

So like, I'm a designer by trade, and that's an important thing. I'm a designer by trade, and I tend to want to make things all harmonize, and I learned as soon as I got into online direct response that things should not harmonize. And Christian and I actually fight about this all the time, because she makes everything so beautiful and so balanced, but she actually... I tell her, unless the button is hurting her designer eyes up against whatever else is going on, the rest of the page can be beautiful as long as it's simple and everything, but the button needs to literally jab you in the eye with a hot poker. Yeah, she hates me for that.

Like I'll email her, I'm like, listen, this has to be ugly. Give me an ugly version, please. She's like, oh, Rob, fine. So tell us, Rob, what's wrong with it? I'll actually show you the next one.

Oh, I saw some notes. Who said, oh? Too much text.

Too small. I hate this. I hate this lead page. So another important thing is... Wasn't you, was it?

No. Okay, good. You don't want to overcomplicate your landing pages with too much text, especially because this page works best for what kind of traffic? Warm. Warm traffic, warm traffic, or hot traffic, so they are already interested in what you have to offer.

There's no need to oversell them. So keep it simple. A nice little headline and a nice little, like, for example, you know, if we were to edit this, let me see. We would get rid of all of this, shorten this, and we'll leave this little call to action right here, right? And that's it.

That's all you need, right? Yeah, the background's good, though, because it's leading the eye right towards it. Background's good. It's great, actually. So let's go ahead.

So what's next, man? What's the next one? What's next is, let me go pull it up, is the good old, and let me clear this. This is called Bambino Blue, and you'll actually see why we're giving you the names in a minute, but the great thing about this page is, is it works great for specifically cold traffic. The reason why it works great for cold traffic is a couple reasons.

One of the reasons is you have the bullet point section here where you can display a little bit more information about what you have to offer, okay? This is great because from cold traffic, cold traffic from Facebook, whether you're doing a banner ad, they just, they seem like, you know, 60 characters of what you're promoting, but they're not really sure what it is. So this gives you an opportunity to explain your offer. If you're offering an e-book or you're offering a video, you can put that, and adding a graphic actually demonstrates higher value and then elicits that, oh, this is something of value here. So when someone's coming to your landing page, they're like, hmm, I like this.

I like this. So it entices them to want to enter their information. Another great thing about this is right below, let me click on the cursor here, is you have the social proof section. So if someone's read your book, or watched your video, and they drop a testimonial, or they've received a certain result. So this one really is for colder traffic.

It is. I mean, because, here's a mistake that a lot of people make, and what it is, it's just people don't know what they don't know. So when warm traffic comes to your page, meaning somebody has referred somebody to there, I see people make this mistake. Everybody goes, well, if it converts to cold traffic, then it'll convert even better to warm traffic. That's not true.

And I could give you a list of about a dozen reasons why that's the case, but one of the biggest things that people do is they treat the warm traffic the same as you would treat cold traffic. It'd be like, if you came in and I already knew you, and I was like, hey, nice to meet you. Hey, you know, you can really trust me a lot because I'm very trustable. Here's all the stuff that I did. Once you're warmed up to me, I don't need to go through that process.

When you're cold, when we first meet, I might have to have the conversation, and I might have to say, you know, here's what I do. Here's what I've accomplished. Here, you know, I can show you how to do this stuff too. You can really trust me for all these reasons. Here's all these reasons why you can trust me, but you don't need to do that with somebody who's already warmed up to you.

It's very counterproductive, and cold traffic messaging can totally backfire to warm traffic. For that very reason, it's like overkill. You know, it's over-trust me, over-trust me kind of thing. Absolutely. Another big mistake that I see made with landing pages is everybody is so caught up on the conversion rate.

I got 70% of people to opt into my landing page. Actually, funny story. I was talking to a guy. He's like, Rob. I was actually on the phone.

He's like, Rob, I got 5,000 leads. 5,000. My page is converting. I'm so happy. I said, that's great.

How many sales are you getting? His voice is just like, I can imagine him right now like it's crinkling in his chair like, Two? He was so embarrassed. Oh, my God. He's like, you weren't supposed to ask that question.

Wait, wait, wait. Did he really say two? Did the guy actually? He really said two. He got 5,000 leads and two sales?

5,000 leads. I'll just back off. He spent thousands of dollars on this landing, not this landing page, but on a landing page because he's like, oh, my God, it's converting so great, right? You have to focus on the numbers that are actually going to make you money. Right.

A high conversion rate on your landing page, meaning a lot of people opting in, doesn't mean you're going to make a lot of money. It matters how many people buy. And the great thing about this page is it actually gives you the opportunity to attract higher quality people. Like Dave talked about, attracting people who are ready to buy, who are predisposed to liking your offer. Right?

So I asked him the question. I said, would you rather have 5,000 people and two sales or 500 people and five sales? I'd rather have five people and five sales. High five. I love that.

And that's the difference between focusing on the numbers that matter and not always being so concerned about, ah, 70% opt-in rate. Let me just put one headline and keep this ambiguous in the cold traffic so everybody who I buy traffic to will come in. You want the right people looking at your offer. And this will definitely help you do that, especially with cold traffic. So the next landing page is what we call a basic two-step.

And that's literally actually the name of the landing page, the basic two-step landing page. And this page actually works very well for a very good reason. Does anybody know the reason why this page works so well? Raise your hand if you know. All of the other pages...

Oh, I'm not going to say it. There you go. It's like I have insider access. Oh, you just teased me, man. I'm so excited.

I'm just going to watch it. Okay. So I love, by the way, I love two-steps. And Rob will explain why, I'm sure. But like, I love two-step opt-ins.

This page is different from the other pages we showed you. And the reason why is these pages are one-step opt-in. Because as you can see, the name and email field is already here. This, you don't see the enter your name, enter your email, or enter any other fields. So with this, what you actually do, you have to click on this button.

And when you click on this button, a light box is going to appear. Now, the average marketer is going to say too much friction, delete. Had somebody tell me that when I first started using this. Had someone tell you. Right?

So we actually did a test. I didn't actually do a test, but there was an actual test done with a two-step opt-in versus a one-step opt-in. The two-step opt-in actually increased conversions on the landing page by 60%, meaning 60% more people entered their email address with a two-step opt-in. And there's a reason why. It's called, it's actually the law of influence, commitment, and it's just.

Cialdini. Yeah. You want to explain that? Yeah. Go ahead and explain.

Well, you can explain. That's actually what I was going to guess, because I wasn't there in the planning session. Yeah. Yeah. Micro commitments, man.

Micro commitments. It even works better if you don't, the two-step could be even like a three-step. If you get them to click the button and then give you their email, and then give you their phone number. Right. Because now they're in, they're pot committed.

I mean, that's super key to that. And it is counterintuitive because it's like, we kind of learned, oh, make it really simple and too much friction. That was what it was told to me. I bet I won $50 on a two-step versus a one-step. And let me explain this, because actually, this gets into the whole idea of funded proposals, too.

Just the concept of that is that the easier the commitment is that you ask somebody to make, the more people you can get to make it. But once you get somebody to make a commitment, it's very easy to get them to make a slightly more difficult commitment. And then it's even easier to get them to make a more difficult commitment. And so, you want to start with, how can you get them to make some kind of a commitment? And so, the first commitment is just clicking on a button, which is actually easier to get people to do than opting in.

But then they've already done it. So, in their mind, they've already agreed with something. And if you actually read the book, there's a book called Influence. Really great book. That's where this is coming from.

This is one of the laws of influence that's the most powerful. It's just getting somebody to agree, getting somebody to do something, automatically makes them predisposed to doing the next thing. Absolutely. Absolutely. And another great thing to know about two-step opt-ins is a common mistake that I see a lot of people make, right?

And it's actually a very deadly mistake. And it doesn't go noticed often. It's that when you look at this, the call-to-action button says, yes, I want the free report. And this says, get instant access. Now, to the average marketer, they'll think, eh, it's fine.

It's not fine. You want the call-to-action buttons to remain consistent. So, if this says, yes, I want the free report, when someone clicks on this button, this call-to-action text right here, let me click on this, this should say exactly the same thing as that call-to-action. So, whether it's get instant access or yes, I want my free report, it doesn't matter. You want to make sure the call-to-action text is consistent, right?

Because if someone clicks on yes, I want the free report, then they say get instant access, it's a shift. And it's going to put them in a state of confusion because they're like, what is this? Yeah, the only thing you might do is just say complete step one, complete step two. But really, that messaging does need to be consistent. You're right.

Most people don't even think about it. I didn't know you knew that. Yeah. That's why he's the marketing prodigy, everybody. Oh, come on.

You are, dude. That's ridiculous, man. And it's embarrassing for me, Rob, that you even would be that way for me in my life. Well, fortunately, I have great mentors like you, man. Oh, God.

Yes, you can have a pay raise. It worked. Let's just all stroke each other, I mean. I call it a beard. I call it a beard.

This is the environment I'm working in for this. 24-7. The next page is a great page. It's called the Flint Dark. Very basic, very simple, right?

But it works. So, Mars, do you want to go ahead and explain this page and why it works so well? Yeah. What I can explain, is actually explain it through the dichotomy of the first one, the backgrounds are centered. Yeah.

They're very similar, right? Simple message, single opt-in box, not a whole lot going on the page. The difference is, the difference to me, this is just my take because I haven't done any tests on this one, would be on the background of that background are centered one with the image. Kristen tends to make them, because she does all the creative directions, she tends to make the background image, yes, pointing towards the action that you want them to take, but related to the lifestyle or to the final effect that you're going to give them. So, if I was selling somebody on, they were going to get more dates, I would probably have somebody walking hand in hand on the beach with a couple or whatever, or maybe something even more provocative than that. If I was selling them on their awesome lifestyle, they're going to be rich, I would probably make like a fast car or something like that.

This one, the difference really is, mechanically or fundamentally at least, is there isn't a background image. Because sometimes the background image can actually get in the way and you don't always want to give them something else to focus on. That's the only difference between those two pages to me, but the reason why I think it's interesting that you picked them out is because you wouldn't actually think there's a difference there, but some people are linguistically driven and some people are visually driven. And that's one of the things that like it's tough to do, is balancing the visuals and the language patterns so that they don't step on each other and crush each other out. This one to me is just a safe play.

If you know you're going to be, you'd be going out to somebody who's more of a logical linguistic person than a visually driven person. I find that like Empower's audience to me is largely more visually driven. Like if we present them with more visual stuff and video and things like that, and really showing like real people and so forth, I think the engagement's typically higher. But if you're dealing with like very logical, like financial marketers, I wouldn't use that background image because they'd go, oh, this is so cliche. They're trying to sell me on the lifestyle.

They would be more attracted. This is simple. That's my take on it. I don't know what your take is. I completely agree.

The one thing that I really like about this is it has a very simple and focused call to action in this box. It just sticks out to you. It just sticks out. And there is a different variation of this page, which we don't have. But the background's a different color, and it kind of takes away from your call to action.

Remember, your call to action always wants to be an eye shot of the visitor's eye. They don't have to scroll to see it. Very simple. Discover how great landing page design will improve your conversions. Warm traffic, this one, though.

You can tell right after talking about it, I would never send cold traffic to this page ever because it wouldn't convert. So when you have a splash of color like that, it can totally distract from the button. Right now, the only thing you actually see on that page, if everybody steps back for a second, the only thing you actually see is the button because everything else is monochrome. There's no color to it.

Yeah. Speaking of cold traffic, Mars, I picked this last page for you because I know you're going to love it. Yeah. We were actually talking about this the other day. Well, what's bad about this is it's embarrassing to me how I actually figured this out.

But go ahead. Shame me. You have to share the story. You have to share the story. Yeah, I will.

All right. Here it is. So Rob actually practices. You know, Dave gets it in his memory and then just goes. You know, Rob's like, we need to practice.

Well, no. Crazy story about that. You weren't actually listening. On our way back to the hotel yesterday, Dave's like, he hands me this book. He says, Rob, hold this, right?

And he says, I want you to go through the book and pick any number in the book. I will tell you the headline. I said, okay. Right? And I had a Masai right next to me, too.

So I'm like, all right, check this out. Right? I can't be crazy. So I picked a number. It said, like, 56.

And he's like, 56. Okay, hold on. I kept the book hidden. He could not see it. He had nothing else to see.

I saw him hiding the book. I was like, wow, he's being very thorough. And that's actually context reframing, by the way. Context reframing? Yeah, from the book.

56. I'll actually show you. See? His memory's like, go ahead. What was 56?

Number 56. Context reframing. Unbelievable. So I didn't believe him. Like, this guy is.

And my daughter, too. So Masai is my daughter. And actually, I'm like, oh, my god. I'm like, oh, my god. And she was back there.

And after we dropped him off at the hotel, she's like, how the heck is he doing that? And I'm like, he's got some techniques and stuff like that. But that's why Dave doesn't need to practice. That's not even the crazy part, though. Not only did he know the chapter title.

And then he went back and gave you all the sub? All the sub headers. He literally went through the entire chapter without even reading the book. I was blown away. We're going to do it live.

We're going to do it live. No, wait. What is it? 56. 56.

Context reframing pattern. Oh, no. Hold on real quick. I'm going to do one live. All right.

Let's see. OK. Turn around because you can't look at the camera. Oh, wait, wait. Hold on.

Hold on. All right. Hold it under the overhead, Rob, so people can see it. I might actually miss one. I'm picking this one right here.

Number 65. Number 65. Yeah, hold on. Wait, wait, wait. I want to show the audience.

What? Allergy cure pattern. Number 65. I didn't even show them the book. All right.

One more. One more. Here. Here we go. 70.

70 is speaking assertively and confidently or something like that. Crazy. He did his like... It was like a 15-minute car drive, so I'm like, all right, 33, 23, and he just kept naming them. I'm like, what the heck?

What the... And I was like, it's crazy. It's crazy. OK. Enough shenanigans.

Back to the actual content. This page is called the video squeeze page. It works really well on one specific type of traffic for a really good reason. And Mars is actually going to share why. OK.

All right. So here's the embarrassing Mars story. I frequently... One of the reasons why I like doing marketing... I used to be a creative director.

I was a creative director for a long time. And that just basically meant that I would get a whole group of people together. We'd brainstorm on really cool ideas that we knew would kind of suck people in. And then we would sell them just by doing cool stuff. When I shifted to marketing, it was because a lot of times we would do really creative stuff that I knew was really well put together.

And in brand marketing, it's a bunch of commercials. And ads. And billboards. And things all over the place. And you kind of can't always tell where your results are coming from.

So I would do what I knew should be a really successful campaign, and it would flop. And sometimes we would sit there and literally come up with an idea in like five minutes. And it would make millions and millions of dollars. So I got really perturbed by this. And the direct response guys at the agency that I ran, they were literally in the basement of our agency.

Those guys always knew the numbers, right? The main guy that I used to talk to in the direct response department, which a lot of what we do is direct response obviously, we're tracking numbers and doing specific things and changing things out to get specific results. But I asked Mike, the guy in the basement, the direct response guy who did the direct response ads, I was like, Mike, does the ad have to read absolutely free? Because that sounds really cliche to me. And he goes, yeah, 0.0002% less conversions.

And I'm like, you know? OK, whatever. So the point of this is, when I first got into internet marketing, shifting from brand marketing. I'm a creative guy. My team does really, really good videos.

We're known for doing the most kick butt videos around. And so we did a campaign for a guy by the name of Harvey Mackay. I don't know if everybody knows who Harvey Mackay is. Harvey Mackay wrote a book called Swim with the Sharks Without Being Eaten Alive. It's a networking book.

And Harvey is one of the most awesome guys of all the guys. Him and Jack Canfield are the two most loved, both of those guys. What you see is what you get. But anyways, we did this campaign with Harvey to get him a New York Times bestseller. And we did end up getting him a New York Times bestseller.

However is, the way that we got him a New York Times bestseller is Harvey is like best friends with Tony Robbins, and he's best friends with Jack Canfield, and he's best friends with just every major guy you can imagine. So what we did is we set up this funnel where we gave away a bunch of Harvey's training if somebody bought the book. So everybody went out and bought the book. They gave us their receipt, and then they got mailed this extra content for doing it. So up to that point, I hadn't really got into the split testing thing.

And we made this, it's still one of the best videos we've ever made. It was basically like Harvey walking through a door, because the topic of that book was how to get hired. I can't remember the name of the title of the book, but anyways, it was a guy walking through a door. The whole room around him changes. He's walking on this red carpet.

His clothes change as he's walking, and as he gets to his interview, most epic video ever. And that was the squeeze page, the lead page video. So I made a bet with Mike Koenigs, the guy that we've been talking about for a while, the guy that connected me with Harvey, and he's like, I think you ought to take the video off the page.

I think the conversions would be higher. And I'm like, what idiot would opt in if we took the video off the page and just put a bunch of text on there? So the bottom line numbers were this. So with the video on the page, it was a high converting page. Page converted at about 60%, against warm traffic, people that are advocates of Harvey driving them there.

But without the video on the page, the page actually converted at 65%. So we spent like, I don't know how much money on this video, $7,000, $8,000, $9,000. And that was cost, making it. And it wasn't required at all. And I realized the reason was, it's the friction thing.

They had to basically sit through that whole video to get the whole story. And on a squeeze page, especially for warm traffic, if you put interference, I didn't figure this out until later, but if you put interference in the way, you're just getting in the way of your conversions. Because they feel like they already got something. What you want to do is tease them on the page and make them go, I need more, and then put their information in to get to the next step, and almost give them nothing. So pages like this actually work better for cold traffic.

Why? Because of the thing that we talked about earlier, which is they don't know me yet. I actually need to take some time to warm them up. I need to demonstrate to them that I've put some time and effort and thought into this. And so this page here of all the five pages that we showed you, if I was going to go out to cold traffic, and I'll split test this same message, video versus bullet points to cold traffic, any day of the week, video will always convert higher in that instance as long as the message is the same.

Because it gives them extra senses to take it in with. It's giving them audio input. It's giving them visual input. They're making other senses. They're imagining.

If you show a person a picture of a video of a rose, they're going to imagine the smell of it. So at the end of the day, that kind of a page actually is, to me, best for cold traffic. And it would get in the way of warm traffic. Simple as that. Simple as that.

I like it. I like it. So now that you've seen the five highest converting landing pages, I actually want to walk you through some of the common mistakes that people make. Okay. So one of the common mistakes that people make with similar landing pages such as these, so you can avoid them, so you can get not necessarily higher conversions, though that will happen, but better conversions.

So instead of getting 5,000 leads and two sales, you have the possibility of getting 500 leads and five sales, right? No income guarantee. However, it just shows you what's possible. So let's go ahead and pull up some images here from some people who actually submitted websites during the campaign. So here's the actual page.

So here's the actual page with video, simple call to action. But there's one thing in specific on this page, actually two I can look at, but there's one in specific that's really hurting conversions, specifically by 11.9%. Raise your hand if you can guess what it is. Phone number? Nope.

Good point, though. We'll talk about that in a minute, too. It's a lot on there. That's not it, though. One more guess.

One more guess. Image in the bottom right corner? One more time. Distracting the image in the bottom right corner? You're talking about the planet?

Yeah. Oh, the planet? I don't know what that is. I'll show you. Hold on.

It is, let me pull this out, these little icons right here, these social media icons. These social media icons are actually on a lot of people's landing pages. These social media icons, there was actually a test done, social media icons versus no social media icons. Removing social media icons increased conversions by 11.9%. 11.9 and 11.7.

11.9. 11.9 to 12.6. Can't remember the exact minor number, so we'll go Dave style and say 12%. 12%. There's a reason why.

You always wanna give someone one single call to action. When someone gets on your page, whether it's your landing page, whether you're recruiting or prospecting, whatever you're doing, the less options you give somebody, the more likely they are to make a decision. So what do you want somebody to do when they get on your landing page? You want them to enter their name, enter their email, enter their Facebook account. They can fill out a form.

Email into their phone number, you don't want them to share your site. They haven't even opted in yet, especially if you're buying traffic. They share your site, yeah, you might get a couple more leads, you don't know if you're targeted or not, you don't know who's seen it.

We got some questions coming in from chat if you want to take them. Questions coming in? Yeah, Michelle, send them to me via Skype. Let me read through some of them. Yeah, some of them are tough. Do you want me to actually give you the tough ones, or give them to you? Put it on me. Okay, all right.

First of all, I'll ask like a general one, because I think this is a lead-in. So from chat, Ken Sandstrom, thank you Ken for sending this in, is asking, what exactly is split testing? Okay. And how is it beneficial? What is split testing, how is it beneficial. Great one. Actually, you might be a better candidate. I'm gonna explain it in a basic way, and here's what I would advise you to do, and yes, right now I'm going into a selling technique, because I'm the CMO and my job is to help the company sell things, but just buy. All right, yeah, that's even more direct than me.

So as part of this process, you can actually get access to Dave's never done a coaching, like a month-long coaching before. I would advise, I would assume everybody's on this page can see the value of this, because the content inside of Top Producer Formula, the actual product, is this times like a hundred. We can only cover so much in a five, six hour broadcast, but there's a level deeper. And my answer to what is split testing relates to it. Dave's doing a month-long coaching, meaning what that's going to be, is a lot of ability to actually ask questions like this, specific questions, right, where we'll be hosted in sort of a similar format to this, although Dave would be in Costa Rica doing his end of it. But as part of that, Rob and I are going to do some more in-depth squeeze page stuff, where we actually let people come on and show us their pages, and we talk them through it.

And then, you know, the way I plan on setting it up, I haven't talked about this yet, is have everybody email me their pages, and then I'll have my team go through them and actually give you the full breakdown on whatever's going on in your pages, because even during the coaching we won't be able to cover everything, but we'll cover a lot more ground.

So add on to that real quick, Mars, the great thing about that is, imagine if this was your page right now, and if this was your page, we could show you how to increase your conversions by 11.6 or 9%, 10%, and there's also something on this page that could decrease your conversions by 53%, or it could make you a massive amount of money. And we'll talk about that more. Very cool. Different sideways selling is what he just said. But go ahead.

So let me quickly answer the question about split testing. So split testing is essentially when you take either elements on a page, or you take two entire pages, and you run the same traffic to them, and you see which one gets whatever the action is on the page, whether it's buying, or giving you their information on a lead page, or squeeze page, or opt-in page, all those different names apply here, and you see which one actually functions better.

The reason why, Robin, I know all this stuff well, the reason why I know it is because I failed so many times putting the wrong kinds of squeeze pages up. Rob, it's probably just because he's got a genius brain. But the idea of split testing is to know what's actually working versus guessing what's working. And well, some of the stuff we'll show you is like which split testing tools, which metric tools to use and so forth when we're in the coaching program. And so again, I'm encouraging you to show up, because those will be even longer segments covering much more deeply the same material in an even better way. But simplest answer is, split testing is knowing versus guessing what's going to work.

You know, and that means, once you, like, when we're doing a campaign, what I typically do is I typically will come up with two or three different designs, and then we'll just rotate them, all right, and see which one's getting better conversions. And then once you get one that converts, we'll do variations of that one until we get it right. Sometimes we're actually rotating elements, but I don't like that all that much. So short answer is, testing to see what actually works versus guessing to wonder what is actually working.

All right, yeah, I got all the questions and I just forgot them. On there, I'm usually behind the camera and these guys have like convinced me to come up here. Great answer, man. And be in front of the camera, and I'm, all right, all right. Let's see. Okay, what book, what book is Dave, this is unrelated, but what book is that you're memorizing from? I'll tell you if you buy. All right, all right.

So, Rob, here's one, I think, here's one that I think you can answer, I want to go buy real quick, so someone's asking, after the lead page, when you're delivering the content, whatever you're giving them, your freemium, what should actually be on the thank you page? Great question, actually, and then, her name is Don Galiza, asking that question. Yeah, Dawn's asking, what goes on a thank you page.

So what goes on a thank you page, typically, when you're going to a thank you page, and we'll definitely go into more detail about this in the TPF coaching, but, you know, after someone, so you have your landing page, what's called this landing page, one of two things happen: you know, you either go to a thank you page, or you go to what's called, you know, the one-time offer page, which is where you're selling whatever you're selling. So for example, if you're promoting Empower Network and someone opts into your landing page, right, you could immediately redirect them to the Empower Network sales video. This is a great reason because they just opted in, they're hot, they're ready, they're saying, they raise their hand, I want help, I want help, right. So if you are going to promote a video or an offer or a different product, make sure it is congruent with whatever your landing page was offering. So if you're learning pets, if your landing page is, you know, the one food to never eat if you want to lose weight, and then they opt in and they go to this exercise video, do these exercises, I don't want to do exercises, I want to know what food not to eat. You know, I'm just making that first step of making that first commitment.

So let me see, I'm trying to see how to explain this without going, let me answer the way I see it, and then you can take on your answer. We typically put on the thank you page, it depends on what we're trying to get them to do. If we want them to go to their inbox, like if we want to, we delivered it and they're going to go check their inbox because we want to give them, you know, more messaging and links to click on, we'll say, hey, check your inbox for whatever the freemium is. But sometimes, if we don't want to make a bunch of friction, we want people to be happy really quickly, we'll say, click here to download your, click here, download your thing, your freemium. Sometimes what we'll do, and we're kind of doing it in this form, is we'll send them to the delivery page and then we'll say, hey, your link to your freemium should be in your inbox in about 10 minutes, in the meantime check this out, which is a sales video to actually get them to buy. That's my answer, it depends.

Your answer is actually really great for a reason, there's actually something you said about your answer which makes it work so well. It's actually the difference between a page that will convert versus your subscribers emailing you saying, you're a scammer, right, bait and switch. Yeah, you told them, hey, your report's coming, yeah, right, check your inbox in five minutes, versus just redirecting them to a sales video and they're like, wait, I opted in for a report. You never want to do that. Yeah, because they don't trust you. Marketing is really about developing trust, honestly, from start to finish.

So if you really want to keep it really simple, you can put a thank you page which says, hey, thank you, your free report is on the way, in the meantime click here and watch this video, right. They click the link and they go to the video. We'll give you a link to the system that we're actually using to easily set up these kinds of lead pages, they have a whole bunch of them in there, it's real easy to do, and actually a lot of people from Empower actually use this. I'm gonna let you wrap it up.

Pretty much I'm a Top Producer Formula coaching, like, it's that simple. And the reason why is, literally, when we were doing this, the 89.4% of people who fell into this category, right, the average amount of money they lost was like somewhere between five to ten thousand dollars. It was not abnormal for someone to get on the phone with me and say, Rob, I spent five thousand dollars, I spent ten thousand dollars, and I didn't make a dollar, right. And I said, they yell like that? No, they were upset, they were a little bit, from that. If you spent ten thousand dollars and you didn't make a single dollar. Fist, like, we do the fist bump thing, I don't know, dudes do the fist bump thing, I just don't ever yell like that.

This, though, I want to talk about this here for a second. This is the mentality that we have just got to get away from in this industry, because people treat this like it's gambling. You know, like, I'm gonna put ten thousand dollars into solo ads, you know, and I'm gonna get rich on the internet. No, you're not. I mean, you're just not, it's just not like that. You're not, network marketing, home business is not gambling, right. And if you want to gamble and make money, Vegas actually has better odds than not learning how to do it, because in Vegas you have a percentage chance you'll just win without, like, for no reason at all, like doing this, there's no chance you'll win if you don't learn the skills. You have to learn the skills. This is not gambling.

And so this whole thing, I'm gonna go blow money on traffic, no. You don't want to blow money on traffic unless you've got like tons of money and you know what you're doing, or you've tested what you're doing, you know that it works, and then you spend a lot of money on traffic. It's, let's do this in order, you know. So I just wanted to piggyback on that, because I get really sick of, like, people on my team joining and being like, okay, I'm so excited, I'm gonna go spend. Yeah, because this is what happens, it's true every time. Yeah, people who spend a lot of money on traffic and make a lot of money know what they're doing.

Yeah, and the way to figure out what you're doing, there's two ways to do it, okay. You can either do it through experience, or you can do it through mentoring, right. And that's why I say that the coaching program is really, David's so vested in making this, you're so in right now, dude, like in everything that you're doing, in terms of like the detail he's paying attention to. I'm not going to say it's annoying, sometimes I like it, when you touch, I kind of like, every detail of everything that we do in this coaching program is so important to him, that I kind of wanted to jump in, I can't, how do I work with these people, folks.

Obviously the income examples discussed are extraordinary. The income claims presented are not intended to serve as a guarantee of income. Instead, they're designed to give you an idea of what's possible. Success in this business requires leadership, hard work, and dedication. Since we want to help you make an informed decision, we've gone above and beyond with our income disclosure document. If you want to see the average earnings, please visit the page at www.empowernetwork.com forward slash income.php.