Episode 69: Raphael Paulin-Daigle of SplitBase

The first day of the Two-Brain Summit is the seminar that we've been teaching now for the last year. It's full of fantastic actionable advice that you can take and immediately apply to your business . Usual ROI on these seminars is about four times what you pay for them. This year for the first time, you can bring a coach. Coaches only costs 100 bucks after an owner registers.

They're going to have a separate stream of programming that actually lasts two days, so if you're not a Two-Brain client and you're an owner, you can attend the first day of business, put your coaches in school for both days and go to the fair if you want to. If you're a Two-Brain member, we cannot wait to see you there, family. You will be busy for both days, coming to our private events on Sunday as well as our SMEs, our hot seats, our special lectures, our group break- out stuff.

It's going to be a fantastic time in Chicago. Whether you're a Two-Brain family member or not, you are not going to want to miss this. It's the best seminar for the year. One of my favorite finds of 2016 so far has been forever fierce.com. I linked up with Matt several months ago at Forever Fierce and he had some fantastic ideas, and so he and I have put together a couple of packages that we think are really going to help CrossFit affiliates everywhere.

Two-Brain mentoring clients use Matt almost exclusively. He's got fantastic designs and he takes all the work out of it. All that time that you spend searching the internet and Pinterest and junk like that for great CrossFit T-shirts? You don't have to do that anymore. Matt has designed for you. You can put your logo on one of his templates, which are fantastic, and your clients will never know the difference. It saves you so much time that you could be using on other things like real marketing.

He'll also go so far as to remind you when it's time to reorder. He'll give you suggested order sizes. He'll help you set up preorders so you're not even fronting the cash for the inventory. It's all amazing stuff built to help affiliates, and that's why I love this guy and this company. Foreverfierce .com, they do all the Catalyst shirts, all the Two-Brain shirts, all the Ignite Gym shirts. They do everything for every business that I own.

Today's guest is Raphael Paulin- Daigle of SplitBase.com. Raphael is a conversions expert. He is young. He is extremely talented and passionate.

He's been in the conversions field for over a decade and he has a ton to teach us, not just about website and Facebook marketing conversions, but also about the first impressions we make when our clients come through the door, and how to follow up with people, and why people might not sign up for your service right in the beginning, and what the next steps are if they don't. Like Raphael, I believe that the first impression that you make is the start of a conversation.

The first time you met your wife, you probably didn't ask her to marry you and she probably would have said no anyway. But the first date led to a second date and then a third and then eventually you decided you'd like to spend the next 50 years together. Marketing is all about helping people. It's all about building a relationship, and so when someone doesn't respond to our Facebook ad by purchasing our product, we shouldn't be surprised.

It's just our first date after all, it's too soon to pop the question. Raphael in this interview will talk about what the second steps are, how to identify the clients who are on your site and what's stopping them from making that second date. This podcast was originally recorded as a webinar. Every week or so, I do a private webinar for the Two-Brain client family. Everyone in our mentorship program is invited to participate, and I record the webinars so that people can access them later.

So if you're signing up now, you'll get to see this webinar, you know, in a month's time, whatever. But sometimes the webinars are so amazing that I take the audio and I turn it into a podcast. This was a very visual webinar, and so if you hear something and you're not really sure about the context, I'll try to follow the visual that Raphael is presenting on screen with a question so that you can hear what's being asked.

However, if you're interested in this high-level topic of conversions or if your interest is just been piqued by what Raphael said, sign up for the Incubator. This is where we talk about really high-level stuff like Facebook and website conversions. We might not talk about brands of floor sweepers, but we do talk about calculating the value of your time and whether it's worthwhile spending the money on a floor sweeper in the first place.

If you want to reach the next level in business, you need to surround yourself with models of people who are at that level. That's why we have the Two-Brain group. That's why we invite guests like Raphael and Dan Martell and Bob Burg and Jim Wendler and Dave Tate onto these podcasts, onto these webinars, so that Two-Brain mentoring clients can interact with them live, ask them questions, hear their stories and have a candid conversation with them. This is a fantastic interview.

If you find that you need visuals, go to splitbase .com. Raphael has a bunch of sample demo videos there or reach out to Raphael at splitbase.com. This episode also has very extensive show notes and there are a couple of screencasts in the show notes.

Go to twobrainbusiness.com/podcast and you'll see all the episodes there, including this one, and some links to some amazing content that Raph puts out to help people convert clients from Facebook, from LinkedIn, from their website, but also just walking in the door. Enjoy this episode. I certainly did . Raphael is a new friend, but a close friend. He is one of my favorite experts on conversions and I'm just going to let you take it away again, Raphael. My apologies.

So it's something that's 100% overlooked and we'll dive deep into it. We'll also talk about why our customers aren't buying from you and of course, how to fix it. And ultimately some quick tweaks you can do to your marketing today to start attracting more clients. So, that's what we'll dive into. As we're set, if you have any questions, let me know in the chat box. We'll get to them, you know, as we go. And yeah, just a little bit more about me.

I'm here in this beautiful city of Montreal, my favorite city in the world, and I've been building businesses for now 10 years now. While I was preparing this webinar, I went on Chris' website and I was reading his bio and I realized he said that he made plenty of mistakes when he built his first businesses, and I have to say it's the exact same thing here. You know, I built a few businesses that completely failed, some worked. And I think that's how we learn and grow.

And it also translates into your marketing, right? Like you've got to try things and see what works and what doesn't. So, and today, now after trying a lot of things, I run this agency called SplitBase and we do customer research and conversion optimization for small brands, but high-growth brands and even some Fortune 500 companies like L'Oreal Canada and Kiehl's and all of your luxury brand portfolio. So I want you to think about one thing.

I want you to think about the last time you worked on improving your website or your marketing, right? What did that process look like? Did you have a clear-cut strategy doing it? Did you do it just because you liked it? I want you to think about this. Now, here's how most people make decisions, so tell me if that sounds familiar. When you make decisions for your business, especially your marketing, you're doing it because you have a gut feeling it's going to be so good.

You have a gut feeling, it's gonna work. You're going to get maybe with your team, you're going to get together with your team and you're gonna start brainstorming and hey, what can we do to get more clients? Right? I see yes, yes, maybe you're just going through your personal opinion. I think that's gonna work. I think that's going to be profitable or ultimately maybe you're copying competitors, you're looking, all right, what are the other gym owners doing? What are the other companies doing?

What are the blog posts that I can read in and just like copy and try things over and over again. Does that sound familiar? Yes, I see yeses. Well you see, that approach at the end of the day is what I call the hit or miss, crossing fingers it works approach, because we have no guarantee. We have no way of really knowing is it going to work. We're just trying and we're praying, right, and I fundamentally believe this is a flawed approach because you're just rolling the dice, right?

You're taking, you know, a few dices and you're just throwing them on the table and say, "Hey, are we going to get double sixes? Is it going to work?" But ultimately, you can't build a predictable high-growth business just by rolling the dice. Right? We have to make our decisions based on data, on certainties. Although that's not always a luxury that's available , when it comes to marketing, there are so many things we can do to increase the chances of our marketing materials working.

Our website converting and our first Facebook ads being profitable, right? So I wanted to show you a case study. And this is a company I started working with almost exactly a year ago now. It's a software company online. Sorry, it's an app that protects you from hackers. And at first when we started working together, they sent emails to your leads, right?

So in your case, think, you know, you're sending emails to your clients or customers, maybe new promotions news about your gym or about your business. And in their case it performed OK. Right? So the marketing team wrote emails based on what I said, their own opinions, what they thought was good, gut feelings, brainstorm. But it wasn't enough to take the business to the next level because performing OK doesn't mean it's growing the business.

It can be executing a bunch of marketing strategies, but it doesn't mean it's actually going to move the needle. Right? So here's the solution that we started working on together. We did some digging. We launched some website polls and I'll get into that a little later. People that visited their website. We sent surveys to some of their existing customers and it's not just any survey.

I'll show you in just a few slides in just a few moments the exact type of survey you need to send to your customers. And doing this digging, we got tons of responses from highly motivated and engaged clients and really got to figure out what they wanted, their needs, their doubts, their objections. Now, that sounds good, right? It's like, all right, well you send a survey, you get data. No big deal.

But turns out when you do it in a certain manner it is a big deal because using that, we increased their customers from emails by 240 percent, they got 55 more customers from their website and the impact was over 1 million.

So it's important to communicate on a very universal, so to speak, level, so people understand what we're saying. Does that make sense, Chris?

I see "yup," I see yeses. Based on the conversion research, this is the secret, OK. And conversion research might sound like, "Oh, what is that conversion research thing?" No worries. We'll dive into it. It can be as complex as you want to make it, but it can also be as simple as you want to make it. But ultimately I use the term conversion research as a strategy to discover your customers' doubts. Your objections, the needs and the yes triggers, right?

So really what makes your customers tick, what makes them say yes to signing up your gym. So the big, big process is a bit complicated. Like I won't dive—you might not be able to read this and it's totally fine.

My goal is not for you to be able to read it, but just to give you an idea of what it's like the full fledge cross deploy, so when we do it, for example on ecommerce sites or on software companies for their websites, and there is lots of volume involved, there are lots of customers, this is like how it looks like. But no worries. I've simplified it down for you and I kept the pieces that's gonna work best for your situation. And obviously if you have questions afterwards, you can let me know.

But the key method here is customer surveys, and this is what we used for Lock Dog, but this is also the method that gives you hundreds of unknowns unknown about your business. Things you don't know about, but that are kind of hiding in hindsight, right? Customer surveys might sound a bit boring. Right, we're just like, "Oh, surveys." And when we think of surveys, you know, it's often we're just going to go create something quickly in Google forms or Type Form and then done, right?

But it's a bit more complex than that if you actually want to get value out of it. I have here a few questions, but those are questions that people ask me their surveys all the time and I want you to start typing in the chat box what you think is wrong with these questions. So if you want to go ahead. Awesome. Great, great answers. I think they're all are right. Oh Alex, thank you. That's exactly what I was going to say. Nothing actionable.

A lot of people are guilty of launching a survey, but then kind of forgetting about the information they need to take action. Like so right now, if I a sked you how satisfied are you from one to 10, y ou k now, based on your experience at the gym, what does that tell you? What is the difference between a five and a six or maybe an eight and nine or an eight and a seven, right? It doesn't tell you anything. Exactly. Just like Ken said. So you can't really take action , right?

So obviously if somebody rated you a one or a two, you know you suck. If you rated a nine or a 10, OK, great. But even for those who rated you one or two, why? You know, why did they ask you—sorry, why did they rate you such a low rating or for people that rated you on a high scale, you know why? You can't take any action. You can't make any decisions, you can't learn anything. So you know another question like how likely are you to refer us to a friend? What can you learn from that, right?

Or do you like the workouts? Yes or no? If it's just a yes or no question, same thing. You can't learn anything. You can't use insights for your marketing, nothing like that. So if you ask yes-or-no questions, you really got to go and dig into the answer. So if people say yes, ask them. You know, what did you like about the workout or rate your overall experience. This is probably like the most common one, rate your overall experience. It just doesn't say anything.

What do you think of our website? That's frequent, too, on websites, or do you like our website? You know, somebody could like your website, but does it really matter if they like it or not? You know, it's all about what are we trying to achieve with our website. And then there are a few questions that I'll get into in a few slides where I'll tell you some of the questions to use to really extract those insights. And one thing I think some people said, bias. Yes. Lack of direction.

Doesn't give enough feedback. Yes. Nothing actionable. OK. So I think everybody said really the big problems about this and yes. Oh, and somebody said here , fairly close questions. 100%. You know, sometimes we want to ask like super open-ended questions. Sometimes it's good to have like kind of more narrow questions. But at the end of the day, we always, always want to be equal to take an action. So whenever you write a question, ask yourself, what can I learn from this?

How can I take away this insight and apply it to my marketing or to my business? So the answer was right here, they don't teach you anything. So the great surveys are the ones that enable you to take action. I've already said it. So now I want to show you what are some of the great questions to ask. All right, and I'll explain why each are great questions. So what's holding you back from signing up? Right?

So if you ask that to someone who's signing up to your gym or who's kind of asking you questions and is kind of like on the verge, well you discover their objections. It's as simple as that. And what happens when you know their objections, you can counter it, right? So super, super important. Now that's something you can ask to new customers. People you know, calling you, people emailing you info about, you know, who are asking you for info about your gym, your service.

Second question, what made you sign up? That would be a question you would ask your existing gym members. And that's something we very, very, very often forget, because remember not only do you have, yes, people that are in the process of signing up that might, you know, prospects that want to buy your services, but you've also got people who already converted, people that are customers. So what a better way to ask, you know, hey, what made you sign up? What attracted you to our services, right?

So when you ask them, you kind of know what converted the others. And pair that up with the objections of people, and just these two questions are so, so powerful, like the insights you'll uncover are amazing. One that I love here, especially for testimonials and for your value proposition, how did service or product make your life better? Right? So that you would replace it your service.

So what is great about this question is that people are going to describe the outcome, and when you're selling something, especially fitness to people, right, what they're really looking for, it's the outcome. What is going to be the end result? Am I going to achieve my goals? Am I going to be fit? Am I going to be healthy? So that kind of gives you all the language that people use, and you can use that in testimonials. This one, how would you describe us to a friend?

Incredible question to just know how people use—so for example, Chris asked me, you know, a lot of people have their websites a nd they u se a ll CrossFit language. So sometimes w e're so in our own b ubble, that it's hard to understand what is the regular people's language. And that is the question that helps you uncover the other p eople's language, right?

So ask t hat question, obviously if you want to improve your business, that's a bit less on the marketing side, but more into the customer experience. You know, ask which workouts people like most or least. And when people are asking y ou about questions or on your website, you can ask something like, do you have questions you haven't been able to find in searching. You know, sometimes when you don't ask, you get nothing. So always ask and you'll get great insights.

Now I'm another area, so when I said on your website, you know, people might go on your website and might be asking the same questions as you know, people calling you might be thinking. One great way and it's super simple and it's actually, I think they have got a free plan, too, it's a system, it's a software called Hotjar, and you can set up little polls like you see on the screen and it enables you to ask one simple question.

In this case, you know, were you able to find the information you were looking for? If people click yes, the poll would close, if people would say no, then that would open up like a text box where people could let you know. And that's a great way to have continuous improvement on your marketing and on your website because you don't have to send the survey; you set it, you forget. And then you've got people giving you feedback and constantly you get insights on how you can improve your messaging.

Right. And one really key thing I want to say is that right now, you know, I'm branding this into like a marketing context. But think about it outside of your marketing, even, right? When you know all these insights you're able to ask your customers or you know, address the objections in conversation in your daily life, right? So how many times do you talk about your service, your CrossFit gym in a day to someone, right? Like probably all the time.

So imagine if that messaging every time you would say something about your gym, that would resonate and that would be targeted to people so much more. So that's the power of these tools. Now, I want to give you like a more concrete example. Let's say we ask what's holding you back from buying, right?

Let's say after doing this , after sending a survey or asking the question, we look at our insights, we analyze everything and we come up with like this big question, which is unsure if it's a one- time fee or a monthly recurring. Well that gives you something important. Tells you, OK, well people aren't sure and they don't want to invest in something they're not sure about, especially when it relates your finances. And so the action will clarify this on your sign-up forms.

Maybe it wasn't obvious enough, maybe it wasn't clear your pricing sheets or when you explain it, people just didn't get it. So simple actions that can lead to big improvements. Clarify on your website, in your conversations, on your marketing materials. Another insight, you know, not sure I will like it. Maybe CrossFit's not for me. I'm not sure, I come from a regular gym background. Right. Well in this case, look at, all right, well that's an objection. What can we do from this?

Can you offer a trial? Can you offer a guarantee? How can you encourage them to find out? If they don't know, they don't know. So be, you know, the bridge to them finding out what they're looking for. So those are like two examples. And usually, you know, I have clients where we find hundreds of these insights, you know, in a survey, which is crazy when you think about it, but it changes the game. And I've got a case study here for you with the same question: What's holding you back from buying?

And that was, we did that with a clients that sells melatonin spray. So it's melatonin, but instead of a pill, it's a spray. It's better for your body, doesn't over absorb. Anyways. We noticed like a big point of friction. People were hesitant to buy when they reached this page, you know, when they have to select how many bottles they want to buy. So we asked people, "Hey, what's holding you back from buying?" We discovered a few things.

In a month, we found that customers weren't sure if it was a one-time or monthly recurring purchase. And customers were also not sure of the ingredients, they were just kind of scared of the side effects. They wanted to know what they would put in their bodies. So we went back to the drawing board, we changed the call key, we made sure these things were more clear and almost instantly a 23% increase in sales.

And we got around 90 percent less questions about the ingredients, which is what removes the objections, which contributes to increase in sales. But it also kind of alleviates the questions that customer support people have to answer every single day.

A question that's open-ended, because when people get engaged, it's a little bait , right? It's like the little bread-crumb trail that they needed to get to the actual question. So that's one trick. When we send email surveys with customers there in lots of ways we can incentivize them to answer. We've had success, you know, not providing any incentives. But I usually recommend an incentive, and it doesn't need to be big.

Like a $25, three $25 gift cards or like a free session to give to a friend or something like that, that changes everything. And just actually pro tip, giving three things away. So instead of one bigger thing, people think they have more chances of winning and they do . Right? So you'll get more answers when you say, "Hey , we've got three $25 gift cards to the gym or for our services if you answer these few questions."

Huge e-commerce companies, some that I've worked with where like the button, you couldn't find the check- out button. So ultimately, you know, you couldn't buy. So I wouldn't like go super crazy on trying to see like, oh, is the orange button going to work better than the green button. That's really not what matters. What really matters is are we showing the information and the actions that people need to take. So if you want them to click on that button, make sure it's not hidden, right?

Crazy company making $30 million a year and about 15% of the time you would try to buy something on mobile through their website and you couldn't do anything. They were losing probably like a million a year. So that was—but you know, they're are a team of like 40, 50 people in the company and nobody found out. You don't know what you don't know. So the top three questions that I get about, and I think are really important questions about surveys, is how often should you survey customers, right?

Because it's great. It's good to do it once, but you know, ideally you should do it as often as possible. Obviously not to annoy your customers, you don't want to do that. But if you could do it once a month, you know, obviously things change in business, things change in your customers' lives, and in a month, a lot goes on, right? So keep up with the trends, with your needs and everything and you can ask different questions.

You know, you don't need to send the same exact questions every month, but try to get you insights, and one trick here, once you start doing surveys and you get your first batch of answers, you might get insights that you kind of want to dig into, right? You're like, "Oh , why did that person answer that?" Or "Why did people say that?" Right? So then you can kind of follow up with your next survey, maybe a month later, and ask questions that are related to the insight so you can dive deeper.

Another thing you could do is just, you know, if the customer l eaves you their contact info on the f orm, call them up, you know, ask s ome questions. We never talk with o ur customers enough. Chris and I have a mutual friend, Dan Martell, tell w ho's got this technique called smile and dial. Where every Thursday he'll just pick up the phone and call u p a customer a nd he'll ask a few questions.

It's just a great way—adding it to your routine is going to make sure that you're always up to date with your customers' needs. Also, how many questions do you need on a survey? Who likes filling out 20-questions surveys, right? No, you care about your customers, you care about their time. Maximum eight, seven, eight questions, is usually the sweet spot. And now the bigger question is, how do you analyze that?

Because I understand you guys are probably like, hey, yeah, it's great to send these surveys. Seven, eight questions, but they're not like yes or no questions. So I can't just see the answers, you know, in a beautiful chart, we have to read them. And that's where it takes a bit more time. That's where—I won't get into it too deeply because this is actual qualitative research methodology, but it's called coding, it's called open-ended or qualitative data coding. You can Google it.

It's actually fairly simple. It's just you want to read your answers and then read it in a second time and write down what are the most common buckets, you know, the categories of the answers. What are people saying the most often? So once you get a few, you can kind of count to them. So, 10 people said they weren't sure about how payment works.

Twenty-five people said that they weren't sure if they would like it, you know, so otherwise biases take over, you know, they come attached with what we want to know, with what we want to believe . And we read our survey responses and only remember what we already know. And that's a problem, right? So read them, read them, read them over.

And sometimes even getting someone who's not involved in the daily day to day of your business is a great way of doing it, because then they don't see what you already know, and that's a great way doing it.

So you can use—your analytics really, that gives you data. That's a quantitative part. And actually diving a little deeper, I won't go too deep, but a little deeper here. What we do in our process is that we start with the quantitative, then we go in the qualitative. The quantitative are the numbers, they're the why. Sorry–they're the what, you know, so what's not working. So let's say you have ads and you have your landing page and your landing page is not working.

Only way you'll know is through analytics. My landing page is not converting. That's the what. But now people try things and say, oh, I'm going to try this strategy, this technique , this thing. And hopefully it's gonna work. Right? But that's again, that's rolling the dice. So instead of just figuring out, all right, well that's not working and we'll find a solution, you want to figure out why that's not working.

And what I just said about the surveys, about the qualitative insights you get, that's exactly what gives you the what, you know, what is not working, what needs to be fixed. And then you can try solutions. Imagine going to the doctor because you're knee's hurting. But then instead of actually figuring out what's the problem with your knee, just gives you drugs and sends you home. That's crazy, right? And he's like, well, you know, try it. If it doesn't work, come back.

That would be insane and probably quite dangerous. So you want to diagnose a problem before trying to fix it.

We want to know how many people come at this time of the day, how many people show up, how many people pay, but not show up , you know, data's data. But data is absolutely useless if you can't use it properly. And maybe you're guilty of this, but know that Fortune 500 companies are also guilty of this and probably more than you do. So, but it's just super important to understand that if you're saying or ever said, oh my Facebook ads aren't working, my website is it working.

Oh, my email marketing batch just doesn't work or my landing page aren't converting or I'm not getting the growth I want. Right. So I'm actually going to ask you in the chat, has anyone ever said one of these lines? I love it. Yeah. So most people say yes, all of them, many, all day, daily. That's the problem. You know , if your Facebook ads aren't working, it's not because it's not working for you.

Or if your website isn't converting, it's not because it's not converting for you , it's simply because you haven't found the actual cause of why it's not working. So in the meantime, you're trying to apply solutions and solutions and solutions and it's not working and it's still not working because you're trying to, you know, heal the wrong thing. So that's where I want to show you a bit more examples in terms of applying, you know, insights to your business.

I've already showed you a few, right? But we'll have more details. The first thing you know is the context, right? So imagine let's say you say, oh my landing pages, my website is not converting. That's a tool. You know, you look at your landing page, that's the piece of pizza, right? But then if you don't have the right data, so the objections that your customers say, or—yeah, the objections, the doubts, the voice of customer, you know, that you found through the research I explained.

If you don't have that, it's just the pizza in the middle of the street, right? Like, it's worthless. Nobody's going to eat it, as sexy as the pizza might be, it's not going to accomplish anything. You won't be able to enjoy it. But now let's pair the pizza with its perfect match. So your landing pages with what your customers are seeing, your Facebook ads targeted to the people you want to target. You want to target your customers, ideal customers. That is relevant, right? That works.

And that's why when something is not working, it's not that it just doesn't work, it's that you've likely got something wrong. And in this case, you know, I like this picture of pizza on the road and the pizza on a plate with a nice pinot noir. So that's why it's so important. Now here's the secret, OK?

So this is super, super important and that's a bit what I explained when Chris asked me the question, but just data by itself, that's worth nothing, just a beautiful website by itself, that's worth nothing. Just an email written, but not sent to the right people. It's nothing, right? It's its own circle. Just the numbers or just the customer insights, that's nothing. But the real power, the real—where you are able to grow your business is in the sweet spot, in the middle. It's a process.

It's when you combine , all right, I've got this learning, I've got this insight, now let's take action on it. And it's work. You know, it's not like a overnight, oh my God, my business has transformed type of thing. But once you apply it and once you get the results, you might have that feeling of like, oh wow, you know, that's something I didn't know I could achieve. And here's a few examples of great clients. Primal Pit Paste, natural deodorant.

They're super into the CrossFit space because it works for CrossFitters. And usually natural deodorants don't work. But we did tons of surveys, tons of qualitative research and with them, people always said the word "works ." "I needed deodorant that works." "Usually my natural deodorants aren't working." Right? So one day they sent me this new label for their product. And I saw this: Performs up to 24 hours. Except that I've never seen any of their customers say "performs."

They always said "works ." So now it's actually been changed and how the label reads "Works for up to 24 hours." Right? So that's a way to use what your customers are saying and actually put it in your service, in your packaging. Here's a bit more of an impressive example. That was their website and all the boxes in red, those are all elements that we took from the survey, which is pretty much everything, right. Smell awesome. That's something that people said, they wanted to smell awesome.

When we asked people, hey, how has that changed your life? They would say, I worry less. You know, I don't smell all day long. Long maps, it actually works. So use this exact specific word on the homepage. Smell awesome. Worry less. Straight from our customers' map. Long-lasting natural deodorant that actually works. At first, the hypothesis from the company was that, oh people just say natural deodorants don't work.

So you want to put like, we won't use that, we want to get away from the natural part. But then the survey specifically indicated the importance of natural. Like people just want natural products. They really cared about what was inside them. They cared about the fragrances, they cared about the ingredients. So long-lasting natural deodorant, but that actually works. Same thing with the rest of the stuff here. The icons, you know, a hundred percent natural, cruelty-free, handmade.

Those are all objections we discovered when we asked people, you know, why aren't you buying? And some people weren't aware that it wasn't aluminum-free or you know, it wasn't cruelty-free or things like that. So boom, we use these objections and we applied it straight to the product pages, the home page, the landing pages. And ultimately, when we did that sales increased by 20 percent. Major, you know, major shift again here, that's an impact that's worth millions for the company.

So that's just to say the power of words, the power of insights.

How do you determine when you should have that or when you're just introducing a new objection?

Because you know, who knows how many people are not signing up because they keep hearing horror stories of oh, this person went to the hospital because of CrossFit or so and so. Right. You don't want to put that crowd away. You've got different customer personas, you know, different types of customers and it's important to have information that caters to each of these customer types.

And when you match it with their answers, you get to understand the different types of customers you have. So it could be, you know, it's moms or it could be, you know, could be college guys. And then you get to understand the objections linked to every and each of them.

And so when you create your ads and your marketing, you know, if you know that like this mom's doing CrossFit have these objections, you know, they want to make sure it's safe, they want to make sure they can progress, they want to make sure that the schedule is flexible. You can have a picture of like a busy mom with, you know, these objections and you can target it too , you know, on Facebook and your marketing material specifically to this type of customer.

But for a lot of people they're just not convinced. So subconsciously they might not even know, but they use price as the objection, as a reason why they're not signing up. And that's why you want to do the surveys, because the survey is really going to be useful in finding out, you know, wait—are people really objecting because of the price or because of other reasons? And a lot of people, like they'll go through a survey and they'll comment on the price, but it's still the same thing.

It's very often a smoke wall for other objections.

But you've got two make-or-break sections. If people, you know, they don't click on your Facebook ads, they won't reach your landing page. If they reach your landing page, but they don't feel targeted, then you won't get to the sale. So this a very, very area where you can take those customer personas I talked about, the insights you found, and you want to make sure it's relevant.

So if somebody clicks on a Facebook ad, make sure the destination of that Facebook ad, the web page they're shown, is something that was talked into the Facebook ad. It's so simple, but how many people—you know, and I'm sure a lot of you, but not just you, a lot, a lot of companies, generally are just gonna go from Facebook ad and send traffic to their homepage. Where it's completely irrelevant to what was said on the Facebook ad.

So that not just like a super important concept I want you to understand. If you're trying to market, make sure your message is relevant to that person. Fits the right context, otherwise you're just losing money.

There's one thing that it should focus on and then the landing page should be the continuation of the landing page, right? Think of a news site, for example. Let's say you go like on cnn.com or whatever, you'll see like the headline and then you'll see like a snippet, right? Like kind of a few lines about what's being said in the article. Then you click on it and then it's the same. Then you've got the whole article.

But now imagine if you would click on "read more" and it would take you to a completely different article. How confused would you be? So it's the same application when it comes to your ads. It should kind of low. It should match your landing page.

And Facebook is actually surprisingly, I've been skeptical for a long time until I tried it intensively, you know, the retargeting pixel, at least on conversions, is surprisingly effective. So that's of course, you know, if you have enough conversions in a day, then you can do it. But definitely recommended, optimizing on that. And you know, I don't think there's like a one specific formula for Facebook ads or any other ad platform. I think, you know , you've got to try things.

But the biggest rule is make sure your message is consistent throughout your funnel. From what you're delivering to what you're promoting.

Would your marketing you more effective? Right? So I don't want you to—this material on the table. After this webinar, I want you to go ahead and you know, hopefully start applying it, as soon as possible, because we think we know our customers, but thinking is just thinking. Then what we're gonna do is we're gonna gather insights from your clients on a recurring basis and that gives you the power to get more clients, communicate better.

And then as I said, you don't just want to gather, but you want to analyze and take action. So I hope you enjoyed this webinar. If you need, we do create these research strategies. If you're interested, you can see if you qualify , following this link you can apply and we'll get back to 24 hours and you can create like a monthly reoccurring strategy. To really figure out what your customers are thinking. We'll create the surveys for you and even do the analysis.

And if you're a bigger company, I don't know if there are any e-commerce stores on here, but if there are—or software companies, we can also help out with the whole thing. So landing, implementation and making sure your customers actually buy from you. So thank you. I will take questions.

So testimonials, all over your website, all over the landing pages, like there's really it's one of the top things. You never have enough credibility.

With e-commerce companies or software companies, when they've only got 1 percent or less, you know, it is slightly standard, but you know, it's still a bit low. So the best—I think the way I would answer this question, because there is no real answer, but I would say, you know, look at how much you're paying to acquire a customer. So how much—your analytics gives you this data, right?

So how much does it cost you to get from one person from Facebook to, you know, sign up your gym or software or buy a product, right? If that costs more than the actual service , then you've got a problem, right? So you want to look at like, all right, so that would be a big conversion problem because you're not earning enough to be profitable.

But yeah, in conversation I see, I'll just clarify, conversion in your case, like Eric, Eric is asking if conversions could be considered as conversations, and so a conversion would be somebody who applies on your website to work out at your gym, somebody who signs up. It's any type of goal that you're looking for. So you know the client that calls based on a Facebook ad or on based on any other marketing material, that's the conversion, right?

A click, really a click on your ad, is a micro-conversion . It's still a conversion. People went from not clicking to clicking . I hope that makes sense.

So Raphael, thank you for elevating our game today.