- Hey guys, it's Susan, so I'm here with 15 Minute Feedback.
So if you don't know what 15 Minute Feedback is,
it's actually an opportunity for the members of our Inner
Circle to get me to take a deeper look at their site,
answer a couple of their burning questions,
and give them three action steps, three things that they can
work on that I think will get them
the biggest bang for their buck.
So it might not be anything that costs money,
but three things that they could do
that would get them more traffic and sales.
So this month we're working on theupfiler.com.
Trish is a member of our inner circle
and she's been quite active in the group
and I think I can help her.
So let's just jump in and take a look.
I'll share my screen here, here is The Up Filer.
And her question was, her big burning question was
she thinks she's not finding the right people,
she's not been able to build her audience
in a way that is cost effective
and she just feels like it's not quite right.
She has asked many times in the Inner Circle
for some help and she's had some help.
But now that I've had a deeper look,
I think I have some ideas for you Trish.
So what I would say is my first take away after having a
good look at your Facebook page and at your website is that
you're talking to people who own businesses much more than
people who are using The Up Filer for home use.
When I look at your page, it seems to be
very focused on people who own businesses,
when I look at your website, same thing.
And so, I think that you have an image that you, yeah this
one here, that we've seen many times in the group
and that perhaps you are using for social media, too.
And I think it's confusing
and I think that you're trying to appeal to someone at home,
maybe a mom who's filing permission forms
and bills that need to be paid, and the office person.
And so what I would say to you is that
because it looks like you're very focused on business
and design and business strategy,
when you're doing engagement posts on your Facebook page,
I think that you need to decide whether it's worth trying to
find those home people right now,
those people who are going to use it for their home.
I'm wondering if it's really worth it to focus on that,
and here's why I say that,
I think that if you put all your focus
and all your attention on one thing
and you made that decision because you've watched the clues
and I know you have people who have purchased
and you sell on Amazon, so see who's buying
and if it is business people,
then what I would do is stop talking
and maybe stop showing images to people who might
use it for their home and focus hard on business people.
And the reason that I say to do that is because
if you focus hard on that, you can really increase your
chances of having a significant impact,
a significant change in your business
and I think you're going to be closer to getting more sales
and more traffic from the right people than you would
if you try and talk to these two different audiences.
The other audience can come,
but let's get some results first.
I always use the analogy of if you had this block of wood
and five nails in it and if you hit every nail one time
it takes a long time to get all five nails hammered in.
But if you hit one nail, time after time after time,
then that's going to be hammered in really fast
and then you can move on to the next,
but you're going to have reached the goal first
and I think that's important here.
So let's answer your question about targeting
and I'm actually going to jump into my Ads Manager
and tell you what I think about that.
Now you could continue with the targets
that you've found to be the best,
but I'm going to suggest that you do something different.
And because I see so much focus on business owners,
I think that you have to absolutely add
small business owners or home office, both work,
to your targeting as a behavior
and not as an additional interest or behavior
but as in a "must also include".
Now the other thing that I would say to you is that I think
for someone like you, something like Ikea comes to mind
really quickly or even Wayfair.
And here's why I say that, because what happens if you've
ever been to a trade show in the setup phase,
you'll find that there are a ton of people that have
Ikea stuff for their booth
and, you know, if you're building a home office,
lots of people will use Ikea stuff
and they might hack it if they're using Ikea stuff
and so I think that's your customer, I really do.
You know, and I would pull in to a trade show,
I'd go and we'd have all our stuff delivered
and myself and many other would have packages delivered
straight from Wayfair or Ikea right to our booth
at the trade show and I think those are your people.
So what I would suggest you try,
and I think it's going to cost a little more
and I think it needs a longer runway, like a couple weeks,
but I would suggest that you target Ikea
and must also match one of the following.
So you could use small business
and you have to be careful here because
you want the right small business,
you want small business owners, right, not people who have
so these are people who identify, not that one.
People who list themselves as small business owners...
And there's another one small business owners.
You could also, or instead, do home office
or small office, I think they both come up,
home office, small office people
who have expressed an interest or like pages related.
Home office, people in households that buy electronics
for their home office software, printers, scanners,
and other gadgets...I think that's perfect for you.
And so we need to make sure its "and must also".
The other one you could add if you really wanted to get down
deep is just target Facebook page admins, people who have
admin privileges on Facebook pages are generally business
people, right, so that's another thing you could add on,
put a layer on.
Now the other thing I would say to you is, again,
longer runway for that, it's going to cost more but
I think it's more of your right people.
Now, the other things I think you could test are I see this
product as something a little edgy
and cool for the innovator, for somebody who likes
to be the first to market with things,
so I think you're looking at targets like Apple,
with the behavior, TechCrunch, Tesla,
Elon Musk, a kick starter,
and then maybe some modern furniture stores like
AllModern, or Room and Board, or Article, something like
that but again with that small business behaviors.
So you're not getting everybody,
you're just getting those two things.
So I think you need to do that.
So that answers your question I hope.
Now I do want to take a look though at your site,
I want to show everybody your site.
And so here we are, this is your pop-up
and so I want to say first, the first thing I notice,
and this isn't part of your homework, the first thing I notice is
that you really don't have a good tag line
and so your logo's great, shows that you're a design person
for sure but you need a tag line to talk about the benefits,
this is an ideal place to give that message
and you need to do it more than once,
you need to do it kind of everywhere.
It's almost more important than your images
and so something like "store your files in style",
something that shows the benefit, not what you have.
Now what I have seen is "we've turned the conventional file
storage on its head", that doesn't mean anything to anybody,
they want to know what's in it for them, right?
So you need to give them what's in it for them so I would
say "store my files in style" would be a good one.
Now on your pop-up, instead of all this,
you would say "start storing your files in style today,
and then get 10 percent off your first order"
and away you go.
Now the other thing I've noticed in your pop-up
is I feel like your call back should be
up in the top right or the top left not down here,
it took me a while to find it.
And so that's important.
Now so, I think your biggest barrier to conversion is
your messaging, I think the tag line will help
but I would also say you need to think about the questions,
make a big long list of the questions that people ask you
about the product because those are all objections.
So you need to take the time to make
a list of the questions, what is the answer,
the quick answer, benefit driven
and you need to layer that through your copy.
Everywhere, in your copy for your Facebook posts,
your copy on your website that you need to answer these
objections through your website
and then the other thing you need to do is you need to have
an FAQ, that also lists those questions and answers it.
Now, the last thing I would say that
isn't part of your homework is... this is not good.
And I know you're having your site redesigned or updated,
and so these should be proper social icons that actually
take you to Facebook and this says 539, but I know you only
have 115 likes so I'm not sure what this is.
You need to do a better job of connecting to social
and you need also a footer opt-in for your email list
and it needs to say something like "Love cool office
products? Join our list and we'll keep you updated"
something like that, a reason to sign up so...
Let's talk about the homework, the three action steps.
So the first thing, because you are having your site updated
you need to talk about your hero image.
So two things, oh this happened again,
why does that keep happening?
I think somebody's looking on your site.
Let's just try this...
I know you are having it updated
and I wonder if that's why I'm not getting...okay.
So here's your homepage and here's your hero image.
I think the day of the slider is over.
I don't think we are holding peoples
attention spans long enough and so what I would say to you
is you want one really good aspirational image.
This is not an aspirational image, right,
this is not an aspirational image
This is an aspirational image.
And so you want one hero in the image,
you could even crop in a little closer but not necessary.
In your case I would recommend two calls to action on your
hero image, one that says "get yours today",
takes you right to the product pages,
and the other is "see how it works".
So I want you to do that,
I think that'll make a big difference.
People want to see the first thing,
they want to imagine themselves with it.
And so, these images don't...that doesn't do it right?
Doesn't make me imagine myself.
So your first thing is to fix your hero image
and get two CTA's on your hero image.
Now that's your first thing, second thing you want to do
is the biggie I guess and it does not have to cost a lot of
money and it doesn't have to be necessarily professional,
but you need a video, a better video.
One very short video which is I know on your Facebook page
and I believe it's somewhere here,
but you need a video for your product page
but you also need where it says "see how it works",
you need a video for that and what I would suggest
is again for office first, and I would suggest its maybe a
time-lapse of a cleanup so it's maybe you know files
everywhere, like my desk looks today,
and how quickly you can put everything in your files,
get them organized, and up on the wall where people can
reach them but they're not ugly, its not messy.
And I think that you could do that with a times-lapse,
and again it has to be an aspirational office it can't just
be a blank wall it needs to be, people need to see that
setting so I think you need to do that video.
The other video you need to do is an installation video
because oh my gosh what is this,
this looks like that nasty piece or paper that we pull out
from the thing you bought at Ikea,
and you're like "ew".
So what this needs to do,
this needs to show them step one, step two, step three,
this is not a big deal, the hardware is included.
Again a video that could be time-lapsed,
you want to say things like "installs in under 15 minutes".
All hardware is included, you know, it's these are the tools
you need, you don't need 8 million different tools,
screws are there, that sort of thing.
And so this might be for the really techy person
who wants to read it but I think you need a video
and then like "it's as easy as 1, 2, 3" like an infographic,
but not a PDF but something here on your site.
But this is a barrier to conversion because
people are like "oh yeah I'll buy that and it'll sit
in a closet for three years", they need to see
how simple it is for them to install it.
So homework number two is two videos,
installation video and a how it works video showing
the transformation, both are going to be the transformation.
Comes in a box, it's up on your wall, you're going to show
them how that happens in time,
and then the messy desk, all your files are clean
and up on the wall...so two videos.
Now you can also take that one video,
the transformation of your desk video
and you can run it on Facebook and we can build you a really
nice custom audience of people who have watched that video
for retargeting and so I think that that will go
a long way to making it affordable for you to
reach your audience and hopefully convert.
Probably on the second or third visit you're going to see
more conversions than on the first visit.
The third homework is your product pages
and so I will say that it's very evident that
you are a designer of some sort.
Oh this is the bamboo one, I just wanted to show
the regular one, so your product copy is completely
feature driven and it needs to be benefit driven.
And so, again it's about the transformation, right,
"store your files in style, hate having a messy desk
but have to keep your files near? Now you can..."
kind of like have your cake and eat it too.
It's a whole paragraph, if not more,
and maybe even some bullet points about
how this is going to change their life,
that's what gets people in, not the fact that its turning
file storage on your head, or innovative,
you used it twice in a matter of five words.
That's not what's going to get them,
it's how it's going to change their life.
So at least a paragraph on that.
You might even want to do like an Office Depot
or the 'specs' are down here, and that's where all the
features are or you might want to do a
bullet point list of features.
I think the important things, again,
are it includes all the hardware, it installs in 15 minutes,
no special tools needed...that sort of thing.
This is just way too technical.
You might want to say "holds most files,
for details click here" and tell them exactly
what files it holds if you want,
but I think it needs to be much more benefit driven.
And I think the only other thing that I wanted to say to you
actually while you're shooting your videos,
get some before and after shots, too,
because those will be great for social media,
they'll be great for product pages
and even for email, it'd be great for emails.
So make sure you take some before
and after shots, still, that you can use.
That's your three things, the last little tip I would give
you is that I suspect, I want you to go to Google Analytics
and check and I suspect that the majority of your traffic is
mobile, over 70 percent is my guess.
And if that's the case you need to look at this redesign on
a phone, you cannot look at it on a desktop,
you need to look at it on a phone because that's how most
people are going to be viewing it,
so you want to design to mobile.
Now if that's not the case then a little bit different,
but I kind of doubt it.
Anyways, I'm going to send you my notes with your
three action steps, I would love to hear back from you.
Let me know how it's going.
If you have any questions about this,
make sure you ask in the group and I will pay attention
and give you my answers and I want to thank you.
Thank you for opening up your business
so that everybody could learn and thank you for being such a
super participant in the Inner Circle.
It really helps, it helped me that I had seen your journey,
and so thank you very much.
Anyway, good luck with this and we'll see you soon.
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