Dan Martell - How To Convert More Visitors Into Trials or Demos

00:00:00.000 Hi there, I'm Dan Martell, serial technology entrepreneur,

00:00:02.340 investor, and creator of SaaS Academy.

00:00:04.200 And in this video, I'm gonna share with you six strategies

00:00:06.640 to help you increase your visitors to trials or demos

00:00:10.600 without changing your traffic source.

00:00:12.600 And be sure to stay to the end where I share an exclusive

00:00:15.100 resource called the Trial Converter Campaign that's gonna

00:00:17.940 walk you through the workflow you need to be implementing

00:00:20.960 in your email sequence to convert more trials.

00:00:30.000 So maybe you're frustrated right now with the volume of

00:00:38.440 traffic going to your website and the low conversion into

00:00:41.880 trials or requesting a demo on your website.

00:00:44.740 If you want to figure out how to get it to a number that looks

00:00:48.760 kind of like a 10 to 20% then watch this video.

00:00:51.820 You know, I built a bunch of companies but one of them was

00:00:54.120 called Clarity.fm.

00:00:55.560 It was a marketplace for entrepreneurs to get advice

00:00:57.760 over the phone and we had the challenge because it was a

00:01:00.560 marketplace we got a ton of organic traffic of people coming

00:01:04.060 and never signing up for even an account and it was free let alone

00:01:08.000 booking a call with one of our experts so we tweak things.

00:01:11.000 We learn from the strategy I'm gonna share with you today to

00:01:13.500 get it to a point where over 20% of visitors eventually signed

00:01:17.480 up for an account and here are the six ways that you can do it

00:01:20.880 for yourself.

00:01:22.020 One, know your customer.

00:01:24.380 At the end of the day all marketing involves you getting

00:01:27.020 into the mind of your customer.

00:01:29.120 This means understanding the words, the reality,

00:01:32.260 their scenarios, their frustrations

00:01:34.520 and communicating that with them.

00:01:36.520 For example, there's this great saying in marketing

00:01:38.660 that says if you can describe your customer's problem better

00:01:41.060 than they can describe it themselves,

00:01:42.760 you become the expert.

00:01:44.680 Something as subtle as using the wrong word.

00:01:47.440 For example, my dentist calls his customers clients.

00:01:52.440 The gym I go to calls us members.

00:01:55.740 You know, real estate agent might call them, you know,

00:01:58.500 prospects or whatever it is but like understanding the

00:02:01.580 language that your customer uses to describe their world and

00:02:05.320 ensuring that that's reflected on the site is critical to

00:02:08.780 converting more visitors into trials.

00:02:11.520 Two, trustworthy landing page.

00:02:14.260 I can't tell you how many people that reach out to me for

00:02:17.400 coaching and when I visit their website,

00:02:20.040 I can't believe they have customers.

00:02:22.260 It literally blew, I'm like, how many customers do you have?

00:02:24.200 They're like 1,500.

00:02:25.060 I'm like, wow, we're gonna totally crush it because the

00:02:28.700 current marketing site does nothing to actually help you.

00:02:32.640 So that means your product has so much demand in the market

00:02:36.180 that they're willing to overlook the fact that there's

00:02:39.040 glaring missteps in building credibility and trust on your

00:02:42.680 landing page so just think about it this way.

00:02:44.620 Most B2B SaaS companies, landing page is their home page

00:02:49.620 and if you don't have things like credibility logos and the

00:02:53.320 top three features and being really clear who you serve

00:02:56.320 and how you do that and then obviously testimonials

00:02:59.020 and customer case studies and other information.

00:03:01.360 I could talk about the Ultimate Authority site for days

00:03:04.060 because it's a passion of mine but you need to make sure

00:03:06.700 that your landing page on your homepage of your site is built

00:03:10.200 with trust in mind to get people to convert

00:03:12.800 into the free trial or demo.

00:03:14.500 Three, offer live chat.

00:03:16.740 The days of collecting emails and communicating

00:03:20.380 in this automated sequence is pretty much gone.

00:03:23.620 And the reason why is there's so many incredible tools

00:03:25.820 out there, you know, I'm blessed to be an investor

00:03:27.520 in Intercom, I know the guys at Drift,

00:03:29.580 David Cancel and his team, and the future is in chatting.

00:03:33.620 And you can use bots to automate a lot of the initial process

00:03:36.400 in that, but customers wanna buy, they wanna talk,

00:03:39.140 they wanna ask questions in near real time.

00:03:41.260 Think about it, you know, from a, it's like banking.

00:03:44.340 Like, I don't go to my bank anymore.

00:03:46.040 Everything I do is through the mobile app.

00:03:48.140 People wanna do the same thing in regards

00:03:49.880 to assessing, evaluating, and purchasing your product

00:03:52.980 from the website.

00:03:53.920 Don't make them fill out and schedule time.

00:03:56.420 If you can answer their questions,

00:03:57.720 do it through a live chat interface.

00:03:59.180 It's gonna absolutely help you increase your conversions.

00:04:02.320 Four, lead magnets.

00:04:04.400 Now, so there's kind of a range of people that are coming to

00:04:07.400 your site in regards to are they cold, are they hot,

00:04:10.400 or are they warm?

00:04:11.700 And most businesses focus just on the ones that are hot.

00:04:14.840 People that are ready to buy, they know what they want,

00:04:16.680 they want your product, so it's request a demo or sign up

00:04:18.900 for a trial.

00:04:19.880 There's this whole other range of people,

00:04:21.820 maybe 80% of your visitors, that are just not there.

00:04:24.820 20% are probably cold.

00:04:26.480 They don't know really who you are or why they should use you

00:04:28.820 or how somebody would get any value from your product

00:04:31.200 and you don't speak to them at all and then there's this whole

00:04:33.960 range in the middle that are warm that need to be educated

00:04:37.160 a bit more of like how to think about the problem space

00:04:39.500 that you solve and how they could use your product to solve

00:04:42.140 some challenges in their world.

00:04:43.400 So think about lead magnets, you know,

00:04:45.480 really well-timed hot buttons.

00:04:47.680 There's frustration flows, I call them.

00:04:49.540 five ideally that your product solves that if one of these

00:04:52.780 frustrations came up in your ideal customer's world that your

00:04:55.920 product would be a perfect fit for.

00:04:57.380 So you want to create lead magnets that they download so

00:05:00.620 you can start the conversation and convert that lead magnet

00:05:04.220 download into a trial.

00:05:06.060 So there's a lot of people that aren't ready to trial or do a

00:05:08.160 demo but you still want to give them some value so that you can

00:05:10.960 convert that visitor into a conversation you can have after

00:05:14.000 the fact and bring them along that journey to eventually

00:05:16.800 trying out the product.

00:05:18.200 Five, mix up the content.

00:05:20.760 As I mentioned, most of you guys are just taking cold traffic

00:05:24.800 and trying to get them to buy.

00:05:25.900 They're not hot, they don't even know who you are.

00:05:28.100 Warm is thinking about the different types of content you

00:05:30.680 offer.

00:05:31.680 If you don't have a blog, well then you're just missing

00:05:33.820 literally the opportunity to demonstrate your expertise in

00:05:36.820 the market.

00:05:37.820 That to me is what the purpose of a blog is.

00:05:39.860 There's webinars.

00:05:40.860 Webinars are not only to deliver content, they're there to

00:05:43.960 deliver customers.

00:05:44.860 I have a whole winning webinar framework that I teach my

00:05:47.220 clients, help them take visitors and cold traffic through

00:05:51.200 Facebook ads to fill their webinars with partners,

00:05:53.320 fill their webinars and yes, deliver incredible content but

00:05:56.400 also deliver, you know, pre-bought annual contracts.

00:05:59.800 Sometimes, you know, two-year contracts through the webinar

00:06:02.460 process by creating what's called a compelling offer.

00:06:04.940 But the reason I say that is you want to have different types

00:06:07.180 of content.

00:06:08.180 Some people want to watch a Facebook Live video.

00:06:09.800 Others want to join a webinar.

00:06:10.820 Some want to download lead magnets.

00:06:13.180 Some people want to chat with folks.

00:06:14.780 Just think about the content mix that you have for the

00:06:16.920 different modalities of your buyer's journey and do you have

00:06:21.300 that well represented again or do you have just one single

00:06:24.100 friggin' path that's only going to attract 20% of the visitors

00:06:27.100 and ignore 80% of the rest of them.

00:06:29.260 Sixth, collect feedback.

00:06:31.040 So this is my favorite aspect because I'm all about customer

00:06:34.200 development and learning and I think your website has an

00:06:36.700 opportunity to not only increase your conversions but also learn

00:06:39.340 from your customers so simple things like well placed

00:06:42.880 questions so on a pricing page asking do you have any questions

00:06:46.180 about our packages, like automatically pop it up

00:06:48.620 and ask that question.

00:06:49.860 If they're going through, let's say they click

00:06:52.320 the free trial button and they're in the sign up page,

00:06:55.420 asking them specifically, is there anything stopping you

00:06:57.920 from moving forward?

00:06:58.760 If they've been on the page for three seconds

00:07:00.400 and they haven't started filling in the form,

00:07:02.400 why not collect some information about what friction,

00:07:05.500 what information, what's missing for you to make a decision

00:07:08.040 to move forward on that specific step?

00:07:10.340 And that could be on the same thing on the lead magnet.

00:07:12.180 I call adding a second net to the conversion.

00:07:15.780 But being sure that you collect feedback so that you can feed

00:07:18.180 that in and change all the different steps in your funnel

00:07:20.680 is how you get smarter and better and increase your overall

00:07:24.280 visitor conversions to free trials or demos.

00:07:26.780 So six ways to convert more visitors into trials or demos.

00:07:29.880 One, know your customer.

00:07:31.680 Two, trustworthy landing pages.

00:07:33.780 Three, offer live chat.

00:07:35.580 Four, lead magnet to opt in email.

00:07:38.480 Five, mix up content.

00:07:40.380 Six, collect feedback.

00:07:42.480 As I mentioned at the beginning of this video I want to share with

00:07:44.180 you an exclusive resource called the

00:07:45.880 Trial Converter Campaign Worksheet.

00:07:48.420 In it I talk about the email sequences and the workflow

00:07:52.720 for those emails, specifically the content that needs to go in

00:07:55.920 so that you can increase a new trial all the way to customer

00:07:59.720 conversion and specifically understanding what active means

00:08:03.800 versus at risk.

00:08:04.940 So you can click the link below this video to download your

00:08:07.140 copy of the Trial Converter Campaign and if you like this

00:08:10.440 video be sure to click the like button.

00:08:12.040 If there's anybody else that I can serve feel free to

00:08:14.080 Share this video with them.

00:08:15.580 Subscribe to my channel.

00:08:17.220 I really appreciate you being here.

00:08:18.560 I look forward to seeing you in the next one.

00:08:20.220 Cheers.

00:08:21.480 In this video, I'm gonna share with you some strategies.

00:08:24.420 Yeah, just share.

00:08:26.260 That was a nice one.

00:08:27.500 Sure, that was a good Danism. 0.94

Dan Martell - August 27, 2018

How To Convert More Visitors Into Trials or Demos

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