{"version":"1.0.0","segments":[{"speaker":"Simon","startTime":3.73,"endTime":7.27,"body":"When you've created a great"},{"speaker":"Simon","startTime":3.73,"endTime":7.27,"body":"landing page, you expect it to generate"},{"speaker":"Simon","startTime":7.33,"endTime":10.23,"body":"leads, but so often that's not the case."},{"speaker":"Simon","startTime":10.559,"endTime":13.7,"body":"Good looking landing pages"},{"speaker":"Simon","startTime":10.559,"endTime":13.7,"body":"are like good looking people."},{"speaker":"Simon","startTime":14.26,"endTime":18.789,"body":"They attract visitors and create"},{"speaker":"Simon","startTime":14.26,"endTime":18.789,"body":"conversations, but the problem is that"},{"speaker":"Simon","startTime":18.88,"endTime":23.67,"body":"when there's no purpose or depth to that"},{"speaker":"Simon","startTime":18.88,"endTime":23.67,"body":"conversation, It quickly dries up and"},{"speaker":"Simon","startTime":23.67,"endTime":25.76,"body":"everyone just politely goes their own way."},{"speaker":"Simon","startTime":26.31,"endTime":31.43,"body":"Last week I had the opportunity to talk"},{"speaker":"Simon","startTime":26.31,"endTime":31.43,"body":"with George Nemtsov and we learned how"},{"speaker":"Simon","startTime":31.43,"endTime":35.309,"body":"a few simple changes to the way that"},{"speaker":"Simon","startTime":31.43,"endTime":35.309,"body":"you communicate your offer can make a"},{"speaker":"Simon","startTime":35.309,"endTime":39.4,"body":"significant difference to the number"},{"speaker":"Simon","startTime":35.309,"endTime":39.4,"body":"of conversions that your pages create."},{"speaker":"Simon","startTime":39.68,"endTime":45.029,"body":"In today's episode we continue that"},{"speaker":"Simon","startTime":39.68,"endTime":45.029,"body":"conversation and look at best practices"},{"speaker":"Simon","startTime":45.059,"endTime":47.529,"body":"for A B testing, capturing consent."},{"speaker":"Simon","startTime":48.02,"endTime":52.1,"body":"And a few other simple technical changes"},{"speaker":"Simon","startTime":48.02,"endTime":52.1,"body":"that you can make to your web pages"},{"speaker":"Simon","startTime":52.31,"endTime":55.96,"body":"that will significantly increase the"},{"speaker":"Simon","startTime":52.31,"endTime":55.96,"body":"number of leads that you generate."},{"speaker":"Simon","startTime":56.389,"endTime":60.929,"body":"So join us as we show you how to"},{"speaker":"Simon","startTime":56.389,"endTime":60.929,"body":"turn your website into a powerful"},{"speaker":"Simon","startTime":60.95,"endTime":62.68,"body":"customer acquisition tool."},{"speaker":"Simon","startTime":63.12,"endTime":64.459,"body":"Let's start the show."},{"speaker":"Simon","startTime":76.315,"endTime":78.815,"body":"So thinking about landing"},{"speaker":"Simon","startTime":76.315,"endTime":78.815,"body":"pages, I typically tend to see"},{"speaker":"Simon","startTime":78.855,"endTime":80.495,"body":"two sorts of landing pages."},{"speaker":"Simon","startTime":80.565,"endTime":83.935,"body":"One would be, maybe you describe"},{"speaker":"Simon","startTime":80.565,"endTime":83.935,"body":"something like a product page or something"},{"speaker":"Simon","startTime":83.935,"endTime":87.664,"body":"like that, where people are coming in"},{"speaker":"Simon","startTime":83.935,"endTime":87.664,"body":"more from search or maybe from some"},{"speaker":"Simon","startTime":87.664,"endTime":89.795,"body":"sort of social advert inside there."},{"speaker":"Simon","startTime":90.325,"endTime":93.145,"body":"And yes, they want to learn about"},{"speaker":"Simon","startTime":90.325,"endTime":93.145,"body":"what your product is, what your"},{"speaker":"Simon","startTime":93.145,"endTime":94.555,"body":"offering is, whatever in there."},{"speaker":"Simon","startTime":94.555,"endTime":96.735,"body":"And they're prepared to sort of"},{"speaker":"Simon","startTime":94.555,"endTime":96.735,"body":"read through that sort of thing."},{"speaker":"Simon","startTime":97.445,"endTime":99.265,"body":"The other sort of landing page."},{"speaker":"Simon","startTime":99.904,"endTime":104.005,"body":"It's again, you may be coming through"},{"speaker":"Simon","startTime":99.904,"endTime":104.005,"body":"from a social advert or from maybe"},{"speaker":"Simon","startTime":104.005,"endTime":108.734,"body":"from some sort of PPC, Google AdWords"},{"speaker":"Simon","startTime":104.005,"endTime":108.734,"body":"advert, something like that, where it"},{"speaker":"Simon","startTime":108.734,"endTime":110.394,"body":"has offered you something very specific."},{"speaker":"Simon","startTime":110.394,"endTime":113.005,"body":"So maybe, you know, you're clicking"},{"speaker":"Simon","startTime":110.394,"endTime":113.005,"body":"on a link to go through to register"},{"speaker":"Simon","startTime":113.005,"endTime":116.524,"body":"for a webinar or you're clicking on"},{"speaker":"Simon","startTime":113.005,"endTime":116.524,"body":"a link to download a report or, you"},{"speaker":"Simon","startTime":116.524,"endTime":119.354,"body":"know, the call to action previously"},{"speaker":"Simon","startTime":116.524,"endTime":119.354,"body":"has been very specific in there."},{"speaker":"Simon","startTime":119.614,"endTime":119.994,"body":"Yeah."},{"speaker":"Simon","startTime":120.104,"endTime":121.255,"body":"So you mentioned earlier."},{"speaker":"Simon","startTime":121.63,"endTime":125.219,"body":"you know, the amount of content"},{"speaker":"Simon","startTime":121.63,"endTime":125.219,"body":"doesn't really matter, you know, you"},{"speaker":"Simon","startTime":125.219,"endTime":126.579,"body":"provide as much as you need in there."},{"speaker":"Simon","startTime":126.66,"endTime":128.91,"body":"Does that vary based on the"},{"speaker":"Simon","startTime":126.66,"endTime":128.91,"body":"sort of thing you're offering?"},{"speaker":"Simon","startTime":128.91,"endTime":132.32,"body":"So if I'm just offering a webinar"},{"speaker":"Simon","startTime":128.91,"endTime":132.32,"body":"in there, should I just keep it very"},{"speaker":"Simon","startTime":132.32,"endTime":136.21,"body":"short to the purpose, this is what the"},{"speaker":"Simon","startTime":132.32,"endTime":136.21,"body":"webinar is, and then form inside there?"},{"speaker":"Simon","startTime":136.21,"endTime":138.009,"body":"Or again, should I explain more?"},{"speaker":"Simon","startTime":138.09,"endTime":140.149,"body":"Is the sort of pros or cons"},{"speaker":"Simon","startTime":138.09,"endTime":140.149,"body":"of different things there?"},{"speaker":"Simon","startTime":140.319,"endTime":140.469,"body":"Oh, yeah,"},{"speaker":"George","startTime":143.519,"endTime":145.39,"body":"you should give"},{"speaker":"George","startTime":143.519,"endTime":145.39,"body":"them the overview for sure."},{"speaker":"George","startTime":145.53,"endTime":149.28,"body":"Because, you know, remember,"},{"speaker":"George","startTime":145.53,"endTime":149.28,"body":"the brain is in this mode."},{"speaker":"George","startTime":150.395,"endTime":150.745,"body":"Okay."},{"speaker":"George","startTime":150.745,"endTime":151.795,"body":"I landed somewhere."},{"speaker":"George","startTime":151.935,"endTime":153.765,"body":"And like, is this interesting for me?"},{"speaker":"George","startTime":153.835,"endTime":155.185,"body":"Should I explore further?"},{"speaker":"George","startTime":156.545,"endTime":160.105,"body":"So, uh, you should give them"},{"speaker":"George","startTime":156.545,"endTime":160.105,"body":"some overview because of that."},{"speaker":"George","startTime":160.445,"endTime":161.525,"body":"Not just overview."},{"speaker":"George","startTime":161.624,"endTime":166.084,"body":"I mean, the overall look and feel of the"},{"speaker":"George","startTime":161.624,"endTime":166.084,"body":"page, let's say, should scream value."},{"speaker":"George","startTime":166.975,"endTime":171.054,"body":"You know, so visual attractiveness,"},{"speaker":"George","startTime":166.975,"endTime":171.054,"body":"let's say, is very important."},{"speaker":"George","startTime":171.635,"endTime":173.744,"body":"That's how people start talking with"},{"speaker":"George","startTime":171.635,"endTime":173.744,"body":"each other, you know, I mean, they"},{"speaker":"George","startTime":174.505,"endTime":178.394,"body":"just, uh, they gravitate towards"},{"speaker":"George","startTime":174.505,"endTime":178.394,"body":"people who are visually attractive to"},{"speaker":"George","startTime":178.394,"endTime":179.855,"body":"them, you know, same thing with pages."},{"speaker":"George","startTime":180.184,"endTime":180.454,"body":"Yep."},{"speaker":"George","startTime":180.604,"endTime":184.824,"body":"And, um, let's not forget this"},{"speaker":"George","startTime":180.604,"endTime":184.824,"body":"component of the page, but as far as"},{"speaker":"George","startTime":184.834,"endTime":189.264,"body":"the copy goes, yeah, again, give them"},{"speaker":"George","startTime":184.834,"endTime":189.264,"body":"some bullet points, some summary."},{"speaker":"George","startTime":189.515,"endTime":193.395,"body":"The main values for them, but"},{"speaker":"George","startTime":189.515,"endTime":193.395,"body":"somewhere below you can go in"},{"speaker":"George","startTime":193.395,"endTime":197.515,"body":"details because you know, the second"},{"speaker":"George","startTime":193.395,"endTime":197.515,"body":"thing that the brain, let's say"},{"speaker":"George","startTime":197.545,"endTime":200.995,"body":"does is okay, but I'm not so sure."},{"speaker":"George","startTime":201.034,"endTime":205.145,"body":"So I want to read further to see"},{"speaker":"George","startTime":201.034,"endTime":205.145,"body":"if this is really what I want."},{"speaker":"George","startTime":205.164,"endTime":207.135,"body":"It looks like it's what"},{"speaker":"George","startTime":205.164,"endTime":207.135,"body":"I want, what I need."},{"speaker":"George","startTime":208.015,"endTime":211.305,"body":"Uh, but I'm not 100 percent sure,"},{"speaker":"George","startTime":208.015,"endTime":211.305,"body":"you know, so I want to read more."},{"speaker":"George","startTime":211.355,"endTime":214.705,"body":"Let's say if it's a webinar, I want"},{"speaker":"George","startTime":211.355,"endTime":214.705,"body":"to read more about the people who"},{"speaker":"George","startTime":214.705,"endTime":219.275,"body":"are leading the webinar, for example,"},{"speaker":"George","startTime":214.705,"endTime":219.275,"body":"like are they worth listening to?"},{"speaker":"George","startTime":219.53,"endTime":220.69,"body":"Or something like that."},{"speaker":"George","startTime":220.739,"endTime":225.41,"body":"What's their experience, qualification,"},{"speaker":"George","startTime":220.739,"endTime":225.41,"body":"whatever boosts this confidence"},{"speaker":"George","startTime":225.44,"endTime":226.857,"body":"that, yeah, okay, there's value for"},{"speaker":"Simon","startTime":226.857,"endTime":227.024,"body":"me."},{"speaker":"Simon","startTime":227.355,"endTime":227.605,"body":"Yeah."},{"speaker":"Simon","startTime":228.435,"endTime":228.685,"body":"Yeah."},{"speaker":"Simon","startTime":228.715,"endTime":231.455,"body":"I like your analogy a minute ago"},{"speaker":"Simon","startTime":228.715,"endTime":231.455,"body":"about your landing page is like"},{"speaker":"Simon","startTime":231.455,"endTime":232.705,"body":"meeting a person, basically."},{"speaker":"Simon","startTime":232.705,"endTime":234.425,"body":"It's like meeting somebody"},{"speaker":"Simon","startTime":232.705,"endTime":234.425,"body":"at a bar or whatever."},{"speaker":"Simon","startTime":234.475,"endTime":236.935,"body":"The look is the thing that attracts"},{"speaker":"Simon","startTime":234.475,"endTime":236.935,"body":"you in the first place that says,"},{"speaker":"Simon","startTime":236.935,"endTime":238.455,"body":"okay, yeah, let's have a conversation."},{"speaker":"Simon","startTime":238.455,"endTime":241.275,"body":"And then the conversation decides whether"},{"speaker":"Simon","startTime":238.455,"endTime":241.275,"body":"or not it's going to go any further."},{"speaker":"Simon","startTime":241.275,"endTime":242.784,"body":"And I think it's exactly"},{"speaker":"Simon","startTime":241.275,"endTime":242.784,"body":"the same with the landing"},{"speaker":"George","startTime":242.945,"endTime":243.025,"body":"page."},{"speaker":"George","startTime":243.025,"endTime":243.585,"body":"Absolutely."},{"speaker":"George","startTime":243.605,"endTime":244.494,"body":"Yeah, absolutely."},{"speaker":"George","startTime":244.554,"endTime":249.295,"body":"And this brings me to a point, which is"},{"speaker":"George","startTime":244.554,"endTime":249.295,"body":"again, one of our central points when"},{"speaker":"George","startTime":249.295,"endTime":254.395,"body":"we talk to clients or when we design"},{"speaker":"George","startTime":249.295,"endTime":254.395,"body":"pages, we put it like this, uh, listen,"},{"speaker":"George","startTime":254.395,"endTime":255.825,"body":"you're not building marketing pages."},{"speaker":"George","startTime":255.825,"endTime":256.934,"body":"You're building a relationship."},{"speaker":"George","startTime":257.625,"endTime":260.625,"body":"Like forget that it's online and"},{"speaker":"George","startTime":257.625,"endTime":260.625,"body":"it's kind of mediated through"},{"speaker":"George","startTime":260.625,"endTime":262.175,"body":"machines and things like that."},{"speaker":"George","startTime":262.745,"endTime":266.245,"body":"Forget about all the technology"},{"speaker":"George","startTime":262.745,"endTime":266.245,"body":"because all interpersonal"},{"speaker":"George","startTime":266.245,"endTime":267.634,"body":"relationship dynamic apply."},{"speaker":"George","startTime":268.245,"endTime":270.615,"body":"Like all of them,"},{"speaker":"George","startTime":268.245,"endTime":270.615,"body":"seriously, like all of them."},{"speaker":"George","startTime":271.475,"endTime":276.065,"body":"From the first impression to the"},{"speaker":"George","startTime":271.475,"endTime":276.065,"body":"role of being authentic and not"},{"speaker":"George","startTime":276.115,"endTime":278.005,"body":"being deceitful, for example."},{"speaker":"George","startTime":278.4,"endTime":283.38,"body":"You know, all of this and somehow"},{"speaker":"George","startTime":278.4,"endTime":283.38,"body":"people forget very often that, you"},{"speaker":"George","startTime":283.38,"endTime":284.76,"body":"know, it's like, Oh no, no, no, no."},{"speaker":"George","startTime":284.77,"endTime":286.7,"body":"This is not really a relationship."},{"speaker":"George","startTime":286.7,"endTime":289.57,"body":"I'm just putting something there"},{"speaker":"George","startTime":286.7,"endTime":289.57,"body":"and everything goes like I can trick"},{"speaker":"George","startTime":289.57,"endTime":292.88,"body":"them, for example, into believing"},{"speaker":"George","startTime":289.57,"endTime":292.88,"body":"something that it's not true."},{"speaker":"George","startTime":293.319,"endTime":297.58,"body":"For example, I can afford not being"},{"speaker":"George","startTime":293.319,"endTime":297.58,"body":"authentic and it doesn't matter"},{"speaker":"George","startTime":297.58,"endTime":300.59,"body":"how the page looks like, you know,"},{"speaker":"George","startTime":297.58,"endTime":300.59,"body":"like, like, come on, like, would"},{"speaker":"George","startTime":300.59,"endTime":304.39,"body":"you go outside in a social setting"},{"speaker":"George","startTime":300.59,"endTime":304.39,"body":"in the physical world and be like,"},{"speaker":"George","startTime":304.4,"endTime":305.659,"body":"it doesn't matter how I'm dressed."},{"speaker":"George","startTime":306.349,"endTime":306.56,"body":"Yeah."},{"speaker":"George","startTime":306.58,"endTime":307.89,"body":"It doesn't matter how I look like."},{"speaker":"George","startTime":308.219,"endTime":309.34,"body":"Um, yeah, probably not."},{"speaker":"George","startTime":309.69,"endTime":313.2,"body":"So yeah, this is a major, major thing."},{"speaker":"George","startTime":313.24,"endTime":317.18,"body":"People just forget that there"},{"speaker":"George","startTime":313.24,"endTime":317.18,"body":"are other human beings standing"},{"speaker":"George","startTime":317.18,"endTime":318.38,"body":"on the other side of a screen."},{"speaker":"Simon","startTime":318.87,"endTime":319.32,"body":"Yep."},{"speaker":"Simon","startTime":319.65,"endTime":320.369,"body":"No, very true."},{"speaker":"Simon","startTime":320.37,"endTime":320.919,"body":"Very true."},{"speaker":"Simon","startTime":321.0,"endTime":321.219,"body":"Yeah."},{"speaker":"Simon","startTime":321.55,"endTime":321.95,"body":"So."},{"speaker":"Simon","startTime":322.45,"endTime":324.049,"body":"Landing pages, we've talked a bit about."},{"speaker":"Simon","startTime":324.07,"endTime":326.53,"body":"The other element of a landing"},{"speaker":"Simon","startTime":324.07,"endTime":326.53,"body":"page is a form, which we sort"},{"speaker":"Simon","startTime":326.53,"endTime":327.94,"body":"of briefly discussed earlier on."},{"speaker":"Simon","startTime":327.94,"endTime":332.51,"body":"I mean, again, any best practices in"},{"speaker":"Simon","startTime":327.94,"endTime":332.51,"body":"regards to how people set up forms."},{"speaker":"Simon","startTime":332.52,"endTime":336.08,"body":"So I mean, I see some forms that are"},{"speaker":"Simon","startTime":332.52,"endTime":336.08,"body":"literally just an email address in there."},{"speaker":"Simon","startTime":336.08,"endTime":338.59,"body":"I see others where they've got a"},{"speaker":"Simon","startTime":336.08,"endTime":338.59,"body":"minimal set of information, you"},{"speaker":"Simon","startTime":338.59,"endTime":341.769,"body":"know, first name, last name, company,"},{"speaker":"Simon","startTime":338.59,"endTime":341.769,"body":"maybe telephone number or something."},{"speaker":"Simon","startTime":342.325,"endTime":345.244,"body":"And on the other hand, I see some"},{"speaker":"Simon","startTime":342.325,"endTime":345.244,"body":"forms that, you know, I think,"},{"speaker":"Simon","startTime":345.455,"endTime":348.275,"body":"Jesus, I'm filling out a passport"},{"speaker":"Simon","startTime":345.455,"endTime":348.275,"body":"application form here just before"},{"speaker":"Simon","startTime":348.275,"endTime":349.965,"body":"I can even download this report."},{"speaker":"Simon","startTime":350.384,"endTime":356.325,"body":"Um, any best practices there as to,"},{"speaker":"Simon","startTime":350.384,"endTime":356.325,"body":"you know, how many fields make sense?"},{"speaker":"Simon","startTime":356.684,"endTime":361.265,"body":"Um, other ways of collecting data"},{"speaker":"Simon","startTime":356.684,"endTime":361.265,"body":"potentially, if you need to have some of"},{"speaker":"Simon","startTime":361.265,"endTime":363.294,"body":"those bits of data, any thoughts on that?"},{"speaker":"Simon","startTime":363.344,"endTime":363.554,"body":"Oh,"},{"speaker":"George","startTime":363.554,"endTime":363.815,"body":"yeah."},{"speaker":"George","startTime":364.03,"endTime":364.409,"body":"Oh yeah."},{"speaker":"George","startTime":364.669,"endTime":366.5,"body":"I mean, again, yeah, two sides of that."},{"speaker":"George","startTime":366.51,"endTime":369.26,"body":"First line is it's very hard"},{"speaker":"George","startTime":366.51,"endTime":369.26,"body":"to give general advice because"},{"speaker":"George","startTime":369.5,"endTime":370.64,"body":"a lot of things are specific."},{"speaker":"George","startTime":370.69,"endTime":375.429,"body":"Like if you have built such a strong"},{"speaker":"George","startTime":370.69,"endTime":375.429,"body":"desire, you know, if I want these"},{"speaker":"George","startTime":375.43,"endTime":378.969,"body":"things so badly, I'm going to feel"},{"speaker":"George","startTime":375.43,"endTime":378.969,"body":"whatever form you give me, as long"},{"speaker":"George","startTime":378.969,"endTime":383.929,"body":"as I have the data, you know, um,"},{"speaker":"George","startTime":378.969,"endTime":383.929,"body":"but you're crossing a line here."},{"speaker":"George","startTime":383.94,"endTime":386.62,"body":"If you're asking for data that"},{"speaker":"George","startTime":383.94,"endTime":386.62,"body":"the person might not know."},{"speaker":"George","startTime":387.544,"endTime":387.794,"body":"Yeah."},{"speaker":"George","startTime":387.955,"endTime":388.335,"body":"Okay."},{"speaker":"George","startTime":388.565,"endTime":392.025,"body":"Let's say there's like one persona"},{"speaker":"George","startTime":388.565,"endTime":392.025,"body":"who is landing on the page, filling"},{"speaker":"George","startTime":392.025,"endTime":396.034,"body":"in the form, but you asking some"},{"speaker":"George","startTime":392.025,"endTime":396.034,"body":"information that this persona, this"},{"speaker":"George","startTime":396.034,"endTime":399.315,"body":"kind of position in a company, you"},{"speaker":"George","startTime":396.034,"endTime":399.315,"body":"know, doesn't have access to this data."},{"speaker":"George","startTime":399.315,"endTime":402.094,"body":"So they have to pick the phone"},{"speaker":"George","startTime":399.315,"endTime":402.094,"body":"or send an email, you know, ask"},{"speaker":"George","startTime":402.094,"endTime":403.305,"body":"somebody else for this thing."},{"speaker":"George","startTime":403.955,"endTime":406.455,"body":"Let's say you want some data, you"},{"speaker":"George","startTime":403.955,"endTime":406.455,"body":"know, for the company, you know,"},{"speaker":"George","startTime":406.455,"endTime":407.635,"body":"but the person doesn't know it."},{"speaker":"George","startTime":407.665,"endTime":409.225,"body":"This definitely crosses a line."},{"speaker":"George","startTime":409.82,"endTime":412.18,"body":"Um, so there's one thing, you"},{"speaker":"George","startTime":409.82,"endTime":412.18,"body":"know, which is a subject of this"},{"speaker":"George","startTime":412.33,"endTime":413.9,"body":"return on investment calculation."},{"speaker":"George","startTime":413.9,"endTime":418.2,"body":"If again, if the return is"},{"speaker":"George","startTime":413.9,"endTime":418.2,"body":"perceived to be so high, yeah, okay."},{"speaker":"George","startTime":418.2,"endTime":424.7,"body":"It the form is, but on the other hand,"},{"speaker":"George","startTime":418.2,"endTime":424.7,"body":"there is some general advice or best"},{"speaker":"George","startTime":424.7,"endTime":427.01,"body":"practice, which can be dispersed here."},{"speaker":"George","startTime":427.07,"endTime":430.55,"body":"And yeah, if you have any other"},{"speaker":"George","startTime":427.07,"endTime":430.55,"body":"alternative ways to collect"},{"speaker":"George","startTime":430.55,"endTime":432.79,"body":"this information, please use it."},{"speaker":"George","startTime":433.18,"endTime":434.36,"body":"The information is out there."},{"speaker":"George","startTime":434.41,"endTime":437.03,"body":"You can get so much about the company."},{"speaker":"George","startTime":437.099,"endTime":438.55,"body":"You can judge if this is a."},{"speaker":"George","startTime":438.715,"endTime":441.505,"body":"Qualified lead on not just"},{"speaker":"George","startTime":438.715,"endTime":441.505,"body":"by the email, for example."},{"speaker":"George","startTime":442.895,"endTime":444.575,"body":"Definitely they should use this."},{"speaker":"George","startTime":444.985,"endTime":445.905,"body":"And I think that's it."},{"speaker":"George","startTime":445.935,"endTime":449.284,"body":"Like, think if we have alternative"},{"speaker":"George","startTime":445.935,"endTime":449.284,"body":"ways to gather this information,"},{"speaker":"George","startTime":449.294,"endTime":450.994,"body":"don't burden the user with it."},{"speaker":"George","startTime":451.235,"endTime":454.195,"body":"And especially don't burden"},{"speaker":"George","startTime":451.235,"endTime":454.195,"body":"them with asking for information"},{"speaker":"George","startTime":454.195,"endTime":455.135,"body":"that they might not know."},{"speaker":"George","startTime":455.465,"endTime":459.875,"body":"They might not have easy"},{"speaker":"George","startTime":455.465,"endTime":459.875,"body":"access to in B2B pages."},{"speaker":"George","startTime":459.875,"endTime":461.455,"body":"We see this quite often."},{"speaker":"Simon","startTime":461.785,"endTime":463.315,"body":"You mentioned emails and things."},{"speaker":"Simon","startTime":463.315,"endTime":464.774,"body":"There are email addresses in there."},{"speaker":"Simon","startTime":465.085,"endTime":469.355,"body":"Do you see any benefits or pros"},{"speaker":"Simon","startTime":465.085,"endTime":469.355,"body":"and cons of requesting a business"},{"speaker":"Simon","startTime":469.355,"endTime":472.265,"body":"email address versus, you know,"},{"speaker":"Simon","startTime":469.355,"endTime":472.265,"body":"one of these free email addresses?"},{"speaker":"Simon","startTime":472.265,"endTime":476.175,"body":"I see some forms saying you can't"},{"speaker":"Simon","startTime":472.265,"endTime":476.175,"body":"register with a Gmail address."},{"speaker":"Simon","startTime":476.175,"endTime":478.175,"body":"I mean, is that a good"},{"speaker":"Simon","startTime":476.175,"endTime":478.175,"body":"thing or a bad thing?"},{"speaker":"Simon","startTime":478.175,"endTime":480.075,"body":"I mean, obviously for the"},{"speaker":"Simon","startTime":478.175,"endTime":480.075,"body":"company, it's a good thing."},{"speaker":"Simon","startTime":480.075,"endTime":482.504,"body":"But does it affect the"},{"speaker":"Simon","startTime":480.075,"endTime":482.504,"body":"rates of people subscribing?"},{"speaker":"George","startTime":482.94,"endTime":483.88,"body":"Of course it does."},{"speaker":"George","startTime":483.94,"endTime":487.17,"body":"I mean, the question is,"},{"speaker":"George","startTime":483.94,"endTime":487.17,"body":"is that a bad thing or not?"},{"speaker":"George","startTime":488.08,"endTime":491.889,"body":"It's like, why would you shy away from"},{"speaker":"George","startTime":488.08,"endTime":491.889,"body":"providing your work email address?"},{"speaker":"George","startTime":492.03,"endTime":494.52,"body":"They should try to find out"},{"speaker":"George","startTime":492.03,"endTime":494.52,"body":"what the reason for this is."},{"speaker":"George","startTime":494.92,"endTime":497.549,"body":"If someone is just trying"},{"speaker":"George","startTime":494.92,"endTime":497.549,"body":"to research them, you know,"},{"speaker":"George","startTime":497.56,"endTime":498.89,"body":"let's say it's a competitor."},{"speaker":"George","startTime":499.715,"endTime":505.615,"body":"Um, yeah, well then they haven't"},{"speaker":"George","startTime":499.715,"endTime":505.615,"body":"lost anything, but if there's some"},{"speaker":"George","startTime":505.615,"endTime":508.974,"body":"other reason, like, what could it be?"},{"speaker":"George","startTime":510.694,"endTime":511.085,"body":"I don't know."},{"speaker":"George","startTime":511.085,"endTime":512.694,"body":"I, for example, I'm afraid of spam."},{"speaker":"George","startTime":512.725,"endTime":512.945,"body":"Yeah."},{"speaker":"George","startTime":513.394,"endTime":515.304,"body":"I don't want spam on"},{"speaker":"George","startTime":513.394,"endTime":515.304,"body":"my work email address."},{"speaker":"George","startTime":515.455,"endTime":515.674,"body":"Yeah."},{"speaker":"George","startTime":515.765,"endTime":516.304,"body":"So."},{"speaker":"George","startTime":517.015,"endTime":517.034,"body":"Yeah."},{"speaker":"George","startTime":518.465,"endTime":523.135,"body":"Yeah, I mean, there are ways how they"},{"speaker":"George","startTime":518.465,"endTime":523.135,"body":"could go about trying to understand"},{"speaker":"George","startTime":523.135,"endTime":525.085,"body":"that, let's say, it's not so easy."},{"speaker":"Simon","startTime":526.255,"endTime":528.465,"body":"But again, I guess it's back"},{"speaker":"Simon","startTime":526.255,"endTime":528.465,"body":"down to how you position yourself"},{"speaker":"Simon","startTime":528.465,"endTime":531.735,"body":"authentically as the company inside"},{"speaker":"Simon","startTime":528.465,"endTime":531.735,"body":"there and say, you know, we'll be very"},{"speaker":"Simon","startTime":531.735,"endTime":535.615,"body":"clear, we give you a checkbox to opt out"},{"speaker":"Simon","startTime":531.735,"endTime":535.615,"body":"of marketing inside there, we won't use"},{"speaker":"Simon","startTime":535.615,"endTime":538.585,"body":"this email address for other than for"},{"speaker":"Simon","startTime":535.615,"endTime":538.585,"body":"communicating with you about this offer,"},{"speaker":"Simon","startTime":538.585,"endTime":541.665,"body":"potentially, and make that clear in"},{"speaker":"Simon","startTime":538.585,"endTime":541.665,"body":"your actual copy that you're providing."},{"speaker":"Simon","startTime":541.725,"endTime":541.995,"body":"That's a"},{"speaker":"George","startTime":542.005,"endTime":542.555,"body":"great idea."},{"speaker":"George","startTime":542.585,"endTime":546.085,"body":"Because you know, preemptively, somehow"},{"speaker":"George","startTime":542.585,"endTime":546.085,"body":"you're mitigating this like this"},{"speaker":"George","startTime":546.085,"endTime":547.485,"body":"is the reason that they might not."},{"speaker":"George","startTime":548.17,"endTime":548.39,"body":"Yep."},{"speaker":"George","startTime":548.4,"endTime":549.5,"body":"Fill in their work address."},{"speaker":"George","startTime":549.5,"endTime":550.06,"body":"Yeah, absolutely."},{"speaker":"George","startTime":550.22,"endTime":550.96,"body":"That's a great idea."},{"speaker":"Simon","startTime":551.16,"endTime":551.38,"body":"Yeah."},{"speaker":"Simon","startTime":551.569,"endTime":553.86,"body":"I think we've, we've talked about"},{"speaker":"Simon","startTime":551.569,"endTime":553.86,"body":"most of the bits that I've got on"},{"speaker":"Simon","startTime":553.86,"endTime":555.18,"body":"my general questions at the moment."},{"speaker":"Simon","startTime":555.18,"endTime":557.55,"body":"I mean, any other bits that you've got?"},{"speaker":"Simon","startTime":557.56,"endTime":560.029,"body":"Actually, one of the things you mentioned,"},{"speaker":"Simon","startTime":557.56,"endTime":560.029,"body":"A B testing, that was the other thing that"},{"speaker":"Simon","startTime":560.04,"endTime":561.799,"body":"we haven't talked about at all in here."},{"speaker":"Simon","startTime":561.84,"endTime":566.98,"body":"So benefits, pros and cons,"},{"speaker":"Simon","startTime":561.84,"endTime":566.98,"body":"how to go about A B testing."},{"speaker":"George","startTime":567.319,"endTime":568.919,"body":"Yeah, yeah, yeah, yeah."},{"speaker":"George","startTime":569.889,"endTime":574.279,"body":"Uh, oh, that's a very tricky,"},{"speaker":"George","startTime":569.889,"endTime":574.279,"body":"sometimes even a sensitive topic."},{"speaker":"George","startTime":574.679,"endTime":576.989,"body":"Well, I don't remember who said it."},{"speaker":"George","startTime":577.109,"endTime":578.925,"body":"Uh, Some scientist."},{"speaker":"George","startTime":578.975,"endTime":580.365,"body":"Oh my God, he was actually famous."},{"speaker":"George","startTime":580.385,"endTime":583.035,"body":"You know, like research is what I"},{"speaker":"George","startTime":580.385,"endTime":583.035,"body":"do when I don't know what I'm doing."},{"speaker":"George","startTime":583.985,"endTime":587.715,"body":"Um, but this should not be"},{"speaker":"George","startTime":583.985,"endTime":587.715,"body":"the case with A B testing."},{"speaker":"George","startTime":587.725,"endTime":592.865,"body":"Like, you should know very well what you"},{"speaker":"George","startTime":587.725,"endTime":592.865,"body":"are trying to find out when you A B test."},{"speaker":"George","startTime":593.945,"endTime":599.195,"body":"You should not just like blindly, let's"},{"speaker":"George","startTime":593.945,"endTime":599.195,"body":"say, test two versions of the page or"},{"speaker":"George","startTime":599.195,"endTime":605.425,"body":"like, um, let's say, for example, if you"},{"speaker":"George","startTime":599.195,"endTime":605.425,"body":"test, should the form be above the fold or"},{"speaker":"George","startTime":605.435,"endTime":610.405,"body":"below the fold and you create two versions"},{"speaker":"George","startTime":605.435,"endTime":610.405,"body":"of the page and you don't change anything,"},{"speaker":"George","startTime":610.514,"endTime":612.364,"body":"like this is exactly the same content."},{"speaker":"George","startTime":612.374,"endTime":616.385,"body":"So there's like five paragraphs"},{"speaker":"George","startTime":612.374,"endTime":616.385,"body":"of text, you know, let's say, uh,"},{"speaker":"George","startTime":616.395,"endTime":620.645,"body":"standing right next to the form"},{"speaker":"George","startTime":616.395,"endTime":620.645,"body":"invariant A and invariant B, this"},{"speaker":"George","startTime":620.855,"endTime":623.175,"body":"huge chunk of text is above the form."},{"speaker":"George","startTime":623.525,"endTime":628.385,"body":"Yeah, I wouldn't be surprised if the"},{"speaker":"George","startTime":623.525,"endTime":628.385,"body":"test results make you believe that having"},{"speaker":"George","startTime":628.385,"endTime":632.575,"body":"the form above the fold right next to"},{"speaker":"George","startTime":628.385,"endTime":632.575,"body":"the five paragraphs is better, which"},{"speaker":"George","startTime":632.575,"endTime":634.015,"body":"is not going to teach you anything."},{"speaker":"George","startTime":634.015,"endTime":637.574,"body":"Actually, you're not going"},{"speaker":"George","startTime":634.015,"endTime":637.574,"body":"to find out anything new."},{"speaker":"George","startTime":637.595,"endTime":638.554,"body":"You know, let's say so."},{"speaker":"George","startTime":639.055,"endTime":644.764,"body":"Um, for example, what's worth"},{"speaker":"George","startTime":639.055,"endTime":644.764,"body":"testing is things like which"},{"speaker":"George","startTime":644.784,"endTime":646.594,"body":"content is more effective."},{"speaker":"George","startTime":647.014,"endTime":650.944,"body":"Let's say you have a hero image"},{"speaker":"George","startTime":647.014,"endTime":650.944,"body":"and you compare it with a video."},{"speaker":"George","startTime":652.764,"endTime":652.795,"body":"Okay."},{"speaker":"George","startTime":653.225,"endTime":653.885,"body":"For example."},{"speaker":"George","startTime":654.055,"endTime":658.164,"body":"But then you have to be sure that"},{"speaker":"George","startTime":654.055,"endTime":658.164,"body":"the video is good, you know, because"},{"speaker":"George","startTime":658.194,"endTime":661.364,"body":"the test results might tell you"},{"speaker":"George","startTime":658.194,"endTime":661.364,"body":"that actually the image is better."},{"speaker":"George","startTime":661.74,"endTime":666.01,"body":"You know, and you just suck at"},{"speaker":"George","startTime":661.74,"endTime":666.01,"body":"making videos about your product, for"},{"speaker":"George","startTime":666.01,"endTime":671.29,"body":"example, I mean, generally about how"},{"speaker":"George","startTime":666.01,"endTime":671.29,"body":"to conduct the test is like you test"},{"speaker":"George","startTime":671.29,"endTime":673.52,"body":"one thing and it should be big enough."},{"speaker":"George","startTime":673.71,"endTime":678.01,"body":"So there's a significant difference"},{"speaker":"George","startTime":673.71,"endTime":678.01,"body":"between how the two variants perform."},{"speaker":"George","startTime":678.24,"endTime":685.77,"body":"And then honestly, interpreting"},{"speaker":"George","startTime":678.24,"endTime":685.77,"body":"the analyzing the results is the"},{"speaker":"George","startTime":685.77,"endTime":687.51,"body":"most important part of the testing."},{"speaker":"George","startTime":687.52,"endTime":687.55,"body":"Uh huh."},{"speaker":"George","startTime":687.919,"endTime":687.939,"body":"Yeah."},{"speaker":"George","startTime":688.939,"endTime":691.78,"body":"like designing the tests"},{"speaker":"George","startTime":688.939,"endTime":691.78,"body":"and analyzing the results."},{"speaker":"George","startTime":691.85,"endTime":692.839,"body":"That's the real challenge."},{"speaker":"George","startTime":692.839,"endTime":696.22,"body":"And you can't design it without"},{"speaker":"George","startTime":692.839,"endTime":696.22,"body":"knowing how to analyze it."},{"speaker":"George","startTime":696.24,"endTime":702.769,"body":"Honestly, I have seen so many A B tests,"},{"speaker":"George","startTime":696.24,"endTime":702.769,"body":"which, which are not designed correctly."},{"speaker":"George","startTime":702.77,"endTime":704.799,"body":"People don't really know"},{"speaker":"George","startTime":702.77,"endTime":704.799,"body":"what they're testing."},{"speaker":"George","startTime":704.88,"endTime":706.55,"body":"And the results are kind of random."},{"speaker":"George","startTime":707.819,"endTime":710.889,"body":"Let's say it's super tricky."},{"speaker":"George","startTime":710.889,"endTime":712.129,"body":"I would say avoid it."},{"speaker":"George","startTime":714.45,"endTime":715.65,"body":"Yeah, I would say avoid it."},{"speaker":"George","startTime":717.19,"endTime":717.67,"body":"It's probably"},{"speaker":"Simon","startTime":717.67,"endTime":720.8,"body":"not what goes against the"},{"speaker":"Simon","startTime":717.67,"endTime":720.8,"body":"grain, but no, but that's true enough."},{"speaker":"Simon","startTime":720.8,"endTime":723.66,"body":"I mean, a lot of the people that we"},{"speaker":"Simon","startTime":720.8,"endTime":723.66,"body":"do business, you know, we work with"},{"speaker":"Simon","startTime":723.66,"endTime":724.73,"body":"and that listen to this podcast."},{"speaker":"Simon","startTime":724.77,"endTime":726.279,"body":"I think a small business owners."},{"speaker":"Simon","startTime":726.32,"endTime":730.6,"body":"They're not large companies that maybe"},{"speaker":"Simon","startTime":726.32,"endTime":730.6,"body":"necessarily have, um, massive amounts of"},{"speaker":"Simon","startTime":730.6,"endTime":733.85,"body":"expertise in particular areas or people"},{"speaker":"Simon","startTime":730.6,"endTime":733.85,"body":"that specialize in these sorts of things."},{"speaker":"Simon","startTime":733.97,"endTime":737.055,"body":"So it's about giving them the value"},{"speaker":"Simon","startTime":733.97,"endTime":737.055,"body":"that, that they're going to get out the"},{"speaker":"Simon","startTime":737.055,"endTime":740.025,"body":"fastest, and if avoiding A B testing"},{"speaker":"Simon","startTime":737.055,"endTime":740.025,"body":"because they don't know what they're"},{"speaker":"Simon","startTime":740.025,"endTime":742.574,"body":"doing with it and they're not going"},{"speaker":"Simon","startTime":740.025,"endTime":742.574,"body":"to get back any results is actually"},{"speaker":"Simon","startTime":742.574,"endTime":744.155,"body":"the right thing to be doing, then fair"},{"speaker":"George","startTime":744.155,"endTime":744.675,"body":"enough."},{"speaker":"George","startTime":744.714,"endTime":748.424,"body":"Yeah, I mean, I've seen way more"},{"speaker":"George","startTime":744.714,"endTime":748.424,"body":"often people being confused by it"},{"speaker":"George","startTime":748.435,"endTime":750.614,"body":"than actually being beneficial."},{"speaker":"George","startTime":751.075,"endTime":751.345,"body":"Yeah,"},{"speaker":"Simon","startTime":752.215,"endTime":753.985,"body":"before we completely move"},{"speaker":"Simon","startTime":752.215,"endTime":753.985,"body":"off there, the one thing that I know"},{"speaker":"Simon","startTime":754.004,"endTime":758.725,"body":"people do tend to A B test is calls"},{"speaker":"Simon","startTime":754.004,"endTime":758.725,"body":"to action, you know, CTAs in there."},{"speaker":"Simon","startTime":760.795,"endTime":761.244,"body":"Yeah, because"},{"speaker":"Simon","startTime":765.14,"endTime":768.93,"body":"Best practices on, you know, things"},{"speaker":"Simon","startTime":765.14,"endTime":768.93,"body":"to put into CTAs or placement"},{"speaker":"Simon","startTime":768.93,"endTime":772.06,"body":"for CTAs, just as a general rule?"},{"speaker":"George","startTime":772.41,"endTime":777.52,"body":"Um, well, generally I like to"},{"speaker":"George","startTime":772.41,"endTime":777.52,"body":"see as many CTAs on a page as possible."},{"speaker":"George","startTime":777.86,"endTime":779.54,"body":"Let's say the page is..."},{"speaker":"George","startTime":779.92,"endTime":783.83,"body":"You know, it's linear layout, it's a one"},{"speaker":"George","startTime":779.92,"endTime":783.83,"body":"column layout, it's a linear structure,"},{"speaker":"George","startTime":784.54,"endTime":790.059,"body":"and let's say you have a product showcase"},{"speaker":"George","startTime":784.54,"endTime":790.059,"body":"video at the top, uh, you might have"},{"speaker":"George","startTime":790.06,"endTime":793.05,"body":"some key benefits like three by the book."},{"speaker":"George","startTime":793.659,"endTime":796.849,"body":"You might have some testimonials,"},{"speaker":"George","startTime":793.659,"endTime":796.849,"body":"well, uh, wait a second, wait a second."},{"speaker":"George","startTime":797.045,"endTime":800.275,"body":"depending on how big the video is, you"},{"speaker":"George","startTime":797.045,"endTime":800.275,"body":"can put the CTA below the video, you"},{"speaker":"George","startTime":800.305,"endTime":806.295,"body":"can put CTA below the key benefits, you"},{"speaker":"George","startTime":800.305,"endTime":806.295,"body":"can put the CTA below the testimonials,"},{"speaker":"George","startTime":806.335,"endTime":811.755,"body":"below examples, every section which is"},{"speaker":"George","startTime":806.335,"endTime":811.755,"body":"large enough so you basically don't see."},{"speaker":"George","startTime":812.579,"endTime":816.53,"body":"Two of the same type of CTAs"},{"speaker":"George","startTime":812.579,"endTime":816.53,"body":"on one screen that it's already"},{"speaker":"George","startTime":816.53,"endTime":821.319,"body":"justifies a CTA, the CTA, meaning"},{"speaker":"George","startTime":816.53,"endTime":821.319,"body":"this is your main conversion event."},{"speaker":"George","startTime":821.329,"endTime":822.689,"body":"This is what you want them to do."},{"speaker":"George","startTime":823.239,"endTime":823.43,"body":"Yeah."},{"speaker":"George","startTime":823.43,"endTime":825.499,"body":"Um, and you can have"},{"speaker":"George","startTime":823.43,"endTime":825.499,"body":"like 10, I don't know."},{"speaker":"George","startTime":825.519,"endTime":829.349,"body":"And then another very nice kind of best"},{"speaker":"George","startTime":825.519,"endTime":829.349,"body":"practice, which is generally enough that"},{"speaker":"George","startTime":829.369,"endTime":831.469,"body":"kind of works in most cases where there's."},{"speaker":"George","startTime":831.75,"endTime":832.48,"body":"enough content."},{"speaker":"George","startTime":833.17,"endTime":838.53,"body":"Um, you can put the same CTA"},{"speaker":"George","startTime":833.17,"endTime":838.53,"body":"pointing to the same link, uh,"},{"speaker":"George","startTime":838.65,"endTime":841.4,"body":"but it has different format, you"},{"speaker":"George","startTime":838.65,"endTime":841.4,"body":"know, it has different modality."},{"speaker":"George","startTime":841.449,"endTime":843.8,"body":"Sometimes it might be a"},{"speaker":"George","startTime":841.449,"endTime":843.8,"body":"text link within a text."},{"speaker":"George","startTime":843.89,"endTime":846.96,"body":"It might be a text alternative"},{"speaker":"George","startTime":843.89,"endTime":846.96,"body":"link, like below a button, below"},{"speaker":"George","startTime":846.96,"endTime":848.5,"body":"a main CTA or something like that."},{"speaker":"George","startTime":848.89,"endTime":851.039,"body":"Then next time it can be a button."},{"speaker":"George","startTime":851.099,"endTime":854.59,"body":"Then it can be some image or"},{"speaker":"George","startTime":851.099,"endTime":854.59,"body":"some icon or something like that."},{"speaker":"George","startTime":855.189,"endTime":858.339,"body":"And you can like spray it around"},{"speaker":"George","startTime":855.189,"endTime":858.339,"body":"the page in different modalities."},{"speaker":"George","startTime":858.449,"endTime":863.819,"body":"So this also increases the chance"},{"speaker":"George","startTime":858.449,"endTime":863.819,"body":"of conversion because like people"},{"speaker":"George","startTime":863.819,"endTime":866.579,"body":"are in different stage in the"},{"speaker":"George","startTime":863.819,"endTime":866.579,"body":"process throughout the page."},{"speaker":"George","startTime":866.599,"endTime":870.3,"body":"Let's say some get convinced very early,"},{"speaker":"George","startTime":866.599,"endTime":870.3,"body":"some not, some get convinced by some other"},{"speaker":"George","startTime":870.329,"endTime":873.25,"body":"type of content, you know, some late."},{"speaker":"George","startTime":873.279,"endTime":877.05,"body":"They want to know as much as possible"},{"speaker":"George","startTime":873.279,"endTime":877.05,"body":"about you before they convert."},{"speaker":"George","startTime":877.14,"endTime":884.129,"body":"And yeah, just give them the"},{"speaker":"George","startTime":877.14,"endTime":884.129,"body":"chance, you know, it should be, uh."},{"speaker":"George","startTime":884.505,"endTime":887.885,"body":"One little mouse move or"},{"speaker":"George","startTime":884.505,"endTime":887.885,"body":"whatever, uh, finger move away."},{"speaker":"George","startTime":889.605,"endTime":889.785,"body":"Yeah."},{"speaker":"Simon","startTime":890.455,"endTime":890.755,"body":"Yep."},{"speaker":"Simon","startTime":890.805,"endTime":891.095,"body":"Cool."},{"speaker":"Simon","startTime":891.155,"endTime":891.575,"body":"Okay."},{"speaker":"Simon","startTime":891.815,"endTime":894.024,"body":"I mean, anything else that you"},{"speaker":"Simon","startTime":891.815,"endTime":894.024,"body":"think people should know that we"},{"speaker":"Simon","startTime":894.024,"endTime":895.925,"body":"haven't talked about at the moment?"},{"speaker":"George","startTime":896.365,"endTime":900.425,"body":"Um, there's this best"},{"speaker":"George","startTime":896.365,"endTime":900.425,"body":"practice, you know, like don't put"},{"speaker":"George","startTime":900.435,"endTime":904.245,"body":"the main menu on the landing pages,"},{"speaker":"George","startTime":900.435,"endTime":904.245,"body":"especially for campaign landing pages."},{"speaker":"George","startTime":904.305,"endTime":904.824,"body":"Okay, yeah."},{"speaker":"George","startTime":904.824,"endTime":907.425,"body":"Because you don't want them to"},{"speaker":"George","startTime":904.824,"endTime":907.425,"body":"navigate away from the page."},{"speaker":"George","startTime":909.075,"endTime":909.095,"body":"Yeah."},{"speaker":"George","startTime":909.095,"endTime":913.145,"body":"Generally, if they do navigate away"},{"speaker":"George","startTime":909.095,"endTime":913.145,"body":"from the page, maybe the conversion"},{"speaker":"George","startTime":913.405,"endTime":917.345,"body":"decreases, but it's not so simple."},{"speaker":"George","startTime":917.535,"endTime":919.505,"body":"I mean, maybe they're"},{"speaker":"George","startTime":917.535,"endTime":919.505,"body":"going to come back to you."},{"speaker":"George","startTime":920.125,"endTime":923.495,"body":"You know, at a later stage, maybe"},{"speaker":"George","startTime":920.125,"endTime":923.495,"body":"they don't need the thing right now,"},{"speaker":"George","startTime":923.505,"endTime":927.345,"body":"but because they researched you, uh,"},{"speaker":"George","startTime":923.505,"endTime":927.345,"body":"let's say, because this is one of the"},{"speaker":"George","startTime":927.345,"endTime":931.754,"body":"main reasons why you should keep a"},{"speaker":"George","startTime":927.345,"endTime":931.754,"body":"menu, you know, a main top nav menu."},{"speaker":"George","startTime":932.505,"endTime":936.515,"body":"That's in the cases where you're not"},{"speaker":"George","startTime":932.505,"endTime":936.515,"body":"a very strong, very established brand,"},{"speaker":"George","startTime":936.515,"endTime":938.384,"body":"let's say, and people are uncertain."},{"speaker":"George","startTime":938.694,"endTime":942.295,"body":"And, uh, they do want to research you,"},{"speaker":"George","startTime":938.694,"endTime":942.295,"body":"but then the only thing they see, you"},{"speaker":"George","startTime":942.295,"endTime":946.865,"body":"know, is your domain, the domain name,"},{"speaker":"George","startTime":942.295,"endTime":946.865,"body":"the site, and then they see a page and"},{"speaker":"George","startTime":946.865,"endTime":952.055,"body":"there's like, there's no about, for"},{"speaker":"George","startTime":946.865,"endTime":952.055,"body":"example, but I want to know more about"},{"speaker":"George","startTime":952.055,"endTime":953.435,"body":"this, like, who's behind this thing?"},{"speaker":"George","startTime":953.865,"endTime":957.595,"body":"Let's say maybe it's a PDF"},{"speaker":"George","startTime":953.865,"endTime":957.595,"body":"with some best practices about"},{"speaker":"George","startTime":957.645,"endTime":959.815,"body":"how to optimize landing pages."},{"speaker":"George","startTime":960.785,"endTime":961.135,"body":"Yeah, yeah."},{"speaker":"George","startTime":961.175,"endTime":962.104,"body":"Very good ones I have."},{"speaker":"George","startTime":962.145,"endTime":962.445,"body":"Yeah."},{"speaker":"George","startTime":962.515,"endTime":965.025,"body":"You want the email address"},{"speaker":"George","startTime":962.515,"endTime":965.025,"body":"and obviously a lead gen form."},{"speaker":"George","startTime":965.395,"endTime":967.634,"body":"And, um, but they're"},{"speaker":"George","startTime":965.395,"endTime":967.634,"body":"like, okay, wait a second."},{"speaker":"George","startTime":967.645,"endTime":968.364,"body":"Who are these people?"},{"speaker":"George","startTime":968.365,"endTime":969.295,"body":"Like, what have they done?"},{"speaker":"George","startTime":969.415,"endTime":969.899,"body":"You know?"},{"speaker":"George","startTime":970.1,"endTime":975.03,"body":"Why should their PDF be worth"},{"speaker":"George","startTime":970.1,"endTime":975.03,"body":"me giving my email address?"},{"speaker":"George","startTime":975.09,"endTime":977.84,"body":"And if this page is not a part of"},{"speaker":"George","startTime":975.09,"endTime":977.84,"body":"the website and it has the same"},{"speaker":"George","startTime":977.84,"endTime":980.63,"body":"navigational structure, you know,"},{"speaker":"George","startTime":977.84,"endTime":980.63,"body":"they can't go and research you."},{"speaker":"George","startTime":981.49,"endTime":982.48,"body":"And yeah, and that's a problem."},{"speaker":"George","startTime":982.509,"endTime":986.02,"body":"On the other hand, if you are"},{"speaker":"George","startTime":982.509,"endTime":986.02,"body":"a very established brand and"},{"speaker":"George","startTime":986.03,"endTime":988.61,"body":"you're very well known, trusted."},{"speaker":"George","startTime":989.895,"endTime":994.895,"body":"Yeah, then the effect of you removing"},{"speaker":"George","startTime":989.895,"endTime":994.895,"body":"the menu is like, you know, it's, uh,"},{"speaker":"Simon","startTime":994.905,"endTime":996.444,"body":"keeps people focused basically."},{"speaker":"George","startTime":996.444,"endTime":997.075,"body":"And yeah, yeah."},{"speaker":"George","startTime":997.105,"endTime":998.314,"body":"Then, then it's a positive effect."},{"speaker":"George","startTime":998.335,"endTime":998.895,"body":"Absolutely."},{"speaker":"George","startTime":998.944,"endTime":999.444,"body":"Absolutely."},{"speaker":"George","startTime":999.965,"endTime":1001.995,"body":"So it really depends for example."},{"speaker":"George","startTime":1002.024,"endTime":1006.665,"body":"I mean, probably one of the main"},{"speaker":"George","startTime":1002.024,"endTime":1006.665,"body":"key takeaways is, yeah, there are."},{"speaker":"George","startTime":1007.194,"endTime":1008.594,"body":"Tons of best practices."},{"speaker":"George","startTime":1008.594,"endTime":1013.344,"body":"You can easily find them on the internet,"},{"speaker":"George","startTime":1008.594,"endTime":1013.344,"body":"but it all depends on your context."},{"speaker":"George","startTime":1013.665,"endTime":1016.094,"body":"So some of them might work."},{"speaker":"George","startTime":1016.435,"endTime":1018.364,"body":"Others might have a negative effect."},{"speaker":"Simon","startTime":1019.704,"endTime":1022.344,"body":"I like that as a sort of"},{"speaker":"Simon","startTime":1019.704,"endTime":1022.344,"body":"a conclusion almost inside here."},{"speaker":"Simon","startTime":1022.404,"endTime":1025.065,"body":"There's best practices that you can"},{"speaker":"Simon","startTime":1022.404,"endTime":1025.065,"body":"follow everywhere, but at the end of"},{"speaker":"Simon","startTime":1025.085,"endTime":1026.625,"body":"the day, it's what works best for your"},{"speaker":"George","startTime":1026.625,"endTime":1027.025,"body":"business."},{"speaker":"George","startTime":1027.065,"endTime":1027.704,"body":"Exactly."},{"speaker":"George","startTime":1028.03,"endTime":1031.369,"body":"Yeah, another thing, for example,"},{"speaker":"George","startTime":1028.03,"endTime":1031.369,"body":"another thing, which kind of it's"},{"speaker":"George","startTime":1031.389,"endTime":1036.9,"body":"supporting argument to this point is"},{"speaker":"George","startTime":1031.389,"endTime":1036.9,"body":"Especially in the initial conversations"},{"speaker":"George","startTime":1037.139,"endTime":1038.069,"body":"people really want to know."},{"speaker":"George","startTime":1038.149,"endTime":1042.409,"body":"Oh, yeah, what kind of section should"},{"speaker":"George","startTime":1038.149,"endTime":1042.409,"body":"I add and then you look at the pages?"},{"speaker":"George","startTime":1042.409,"endTime":1046.519,"body":"Okay, there are no testimonials or"},{"speaker":"George","startTime":1042.409,"endTime":1046.519,"body":"there are no FAQs Okay, let's take"},{"speaker":"George","startTime":1046.519,"endTime":1052.4,"body":"testimonials and they say yeah, but"},{"speaker":"George","startTime":1046.519,"endTime":1052.4,"body":"we either don't have good testimonials"},{"speaker":"George","startTime":1052.4,"endTime":1054.7,"body":"or Like, by the way, it's in our case."},{"speaker":"George","startTime":1054.81,"endTime":1057.4,"body":"Um, you know, we're not allowed"},{"speaker":"George","startTime":1054.81,"endTime":1057.4,"body":"to use them because we have"},{"speaker":"George","startTime":1057.4,"endTime":1059.26,"body":"some really restrictive NDA."},{"speaker":"George","startTime":1059.41,"endTime":1064.34,"body":"And, okay, we can use it, for example,"},{"speaker":"George","startTime":1059.41,"endTime":1064.34,"body":"but we cannot give the full names and the"},{"speaker":"George","startTime":1064.34,"endTime":1067.599,"body":"name of the company because, you know,"},{"speaker":"George","startTime":1064.34,"endTime":1067.599,"body":"it's a very well known company, let's say."},{"speaker":"George","startTime":1067.99,"endTime":1071.5,"body":"And, yeah, we have some NDA from"},{"speaker":"George","startTime":1067.99,"endTime":1071.5,"body":"which we are, like, really afraid of."},{"speaker":"George","startTime":1071.8,"endTime":1073.76,"body":"We don't want their"},{"speaker":"George","startTime":1071.8,"endTime":1073.76,"body":"lawyers coming after us."},{"speaker":"George","startTime":1074.2,"endTime":1077.08,"body":"But they said some amazing"},{"speaker":"George","startTime":1074.2,"endTime":1077.08,"body":"things about us, and we want"},{"speaker":"George","startTime":1077.08,"endTime":1078.21,"body":"to put them on the website."},{"speaker":"George","startTime":1078.54,"endTime":1082.39,"body":"But then if you hide the name and the"},{"speaker":"George","startTime":1078.54,"endTime":1082.39,"body":"company, how credible this testimonial is."},{"speaker":"George","startTime":1082.43,"endTime":1085.08,"body":"So this is just another"},{"speaker":"George","startTime":1082.43,"endTime":1085.08,"body":"example of, yeah, okay."},{"speaker":"George","startTime":1085.08,"endTime":1088.359,"body":"It's a best practice to put testimonials,"},{"speaker":"George","startTime":1085.08,"endTime":1088.359,"body":"but if for some reason you don't have"},{"speaker":"George","startTime":1088.36,"endTime":1093.38,"body":"them, you know, Oh, what do you do?"},{"speaker":"George","startTime":1093.38,"endTime":1097.229,"body":"You have to use all the other means, so"},{"speaker":"George","startTime":1093.38,"endTime":1097.229,"body":"all the content that you have and kind"},{"speaker":"George","startTime":1097.23,"endTime":1100.0,"body":"of make the best of it, you know, cool."},{"speaker":"Simon","startTime":1101.525,"endTime":1101.915,"body":"Good."},{"speaker":"Simon","startTime":1102.185,"endTime":1105.115,"body":"Well, George, I think we're,"},{"speaker":"Simon","startTime":1102.185,"endTime":1105.115,"body":"we're running up to time now."},{"speaker":"Simon","startTime":1105.125,"endTime":1108.535,"body":"I think it's, it's been great to hear"},{"speaker":"Simon","startTime":1105.125,"endTime":1108.535,"body":"your thoughts and expertise inside there."},{"speaker":"Simon","startTime":1108.855,"endTime":1110.695,"body":"Uh, so yeah, thanks"},{"speaker":"Simon","startTime":1108.855,"endTime":1110.695,"body":"very much for joining us"},{"speaker":"George","startTime":1110.695,"endTime":1111.135,"body":"today."},{"speaker":"George","startTime":1111.205,"endTime":1114.094,"body":"It's a pleasure, you know, to"},{"speaker":"George","startTime":1111.205,"endTime":1114.094,"body":"talk about not just your work, but"},{"speaker":"George","startTime":1114.095,"endTime":1115.534,"body":"your, your obsession, let's say."},{"speaker":"Simon","startTime":1118.004,"endTime":1119.095,"body":"I'm glad to hear that it is."},{"speaker":"Simon","startTime":1119.095,"endTime":1119.425,"body":"Yeah."},{"speaker":"Simon","startTime":1119.565,"endTime":1119.854,"body":"All right."},{"speaker":"Simon","startTime":1120.645,"endTime":1120.985,"body":"Perfect."},{"speaker":"Simon","startTime":1121.185,"endTime":1122.014,"body":"Thanks for your time."},{"speaker":"George","startTime":1122.195,"endTime":1122.834,"body":"Oh, you're welcome."},{"speaker":"George","startTime":1123.2,"endTime":1123.8,"body":"It was a pleasure."},{"speaker":"George","startTime":1123.8,"endTime":1124.25,"body":"Definitely."},{"speaker":"Simon","startTime":1133.91,"endTime":1136.31,"body":"I know I said this last"},{"speaker":"Simon","startTime":1133.91,"endTime":1136.31,"body":"week, but thanks once again for"},{"speaker":"Simon","startTime":1136.31,"endTime":1137.81,"body":"spending time with me the other week."},{"speaker":"Simon","startTime":1137.87,"endTime":1141.02,"body":"It was really great to have you on the"},{"speaker":"Simon","startTime":1137.87,"endTime":1141.02,"body":"show, and I hope that sometime we're gonna"},{"speaker":"Simon","startTime":1141.02,"endTime":1142.88,"body":"get a chance to talk again in the future."},{"speaker":"Simon","startTime":1143.15,"endTime":1147.77,"body":"What was most interesting to me from"},{"speaker":"Simon","startTime":1143.15,"endTime":1147.77,"body":"today was George's comment on AB testing."},{"speaker":"Simon","startTime":1148.1,"endTime":1151.07,"body":"You know, this is something that so"},{"speaker":"Simon","startTime":1148.1,"endTime":1151.07,"body":"many small business owners try to do."},{"speaker":"Simon","startTime":1151.58,"endTime":1155.94,"body":"And absolutely, it's the right thing"},{"speaker":"Simon","startTime":1151.58,"endTime":1155.94,"body":"to be doing in there, but as George"},{"speaker":"Simon","startTime":1155.94,"endTime":1159.45,"body":"said, one thing you need to do is to"},{"speaker":"Simon","startTime":1155.94,"endTime":1159.45,"body":"make sure that the tests that you're"},{"speaker":"Simon","startTime":1159.45,"endTime":1161.2,"body":"running are adding value to you."},{"speaker":"Simon","startTime":1161.41,"endTime":1165.399,"body":"If you're replacing a generic banner"},{"speaker":"Simon","startTime":1161.41,"endTime":1165.399,"body":"at the top of your page with a video of"},{"speaker":"Simon","startTime":1165.399,"endTime":1170.42,"body":"you explaining why your visitors should"},{"speaker":"Simon","startTime":1165.399,"endTime":1170.42,"body":"complete your form, you can almost expect"},{"speaker":"Simon","startTime":1170.429,"endTime":1173.95,"body":"inevitably that you're going to get better"},{"speaker":"Simon","startTime":1170.429,"endTime":1173.95,"body":"conversion rates, that is unless your"},{"speaker":"Simon","startTime":1173.95,"endTime":1176.23,"body":"video creation skills absolutely suck."},{"speaker":"Simon","startTime":1176.7,"endTime":1181.1,"body":"But when you're going through doing these"},{"speaker":"Simon","startTime":1176.7,"endTime":1181.1,"body":"other tests, you know, try testing things"},{"speaker":"Simon","startTime":1181.5,"endTime":1185.69,"body":"that you're going to be able to actually"},{"speaker":"Simon","startTime":1181.5,"endTime":1185.69,"body":"extract some real value from test things"},{"speaker":"Simon","startTime":1185.69,"endTime":1190.34,"body":"like, for example, your CTA buttons, test"},{"speaker":"Simon","startTime":1185.69,"endTime":1190.34,"body":"things like the bullet points that you've"},{"speaker":"Simon","startTime":1190.34,"endTime":1194.11,"body":"got in the pages, you know, talk about"},{"speaker":"Simon","startTime":1190.34,"endTime":1194.11,"body":"maybe trying different problems inside"},{"speaker":"Simon","startTime":1194.11,"endTime":1195.619,"body":"there and seeing whether that impact."},{"speaker":"Simon","startTime":1197.51,"endTime":1199.38,"body":"Try the position of the forms on the page."},{"speaker":"Simon","startTime":1199.38,"endTime":1203.74,"body":"You know, we talked last week about"},{"speaker":"Simon","startTime":1199.38,"endTime":1203.74,"body":"having forms parallel with the text at"},{"speaker":"Simon","startTime":1203.74,"endTime":1207.75,"body":"the top of your page versus having a"},{"speaker":"Simon","startTime":1203.74,"endTime":1207.75,"body":"form lower down in your page in there."},{"speaker":"Simon","startTime":1207.75,"endTime":1209.399,"body":"You know, test it out"},{"speaker":"Simon","startTime":1207.75,"endTime":1209.399,"body":"and see what happens."},{"speaker":"Simon","startTime":1209.4,"endTime":1210.669,"body":"That's a good one to test."},{"speaker":"Simon","startTime":1211.24,"endTime":1215.769,"body":"And also in your forms, try testing the"},{"speaker":"Simon","startTime":1211.24,"endTime":1215.769,"body":"number of fields that you've got in there."},{"speaker":"Simon","startTime":1215.98,"endTime":1219.37,"body":"You know, it might make more or less"},{"speaker":"Simon","startTime":1215.98,"endTime":1219.37,"body":"difference what information you ask for"},{"speaker":"Simon","startTime":1219.37,"endTime":1221.46,"body":"or how much information you ask for."},{"speaker":"Simon","startTime":1221.78,"endTime":1224.32,"body":"You know, these are all sorts of"},{"speaker":"Simon","startTime":1221.78,"endTime":1224.32,"body":"things that you can actually get"},{"speaker":"Simon","startTime":1224.35,"endTime":1228.24,"body":"concrete results out of and actually"},{"speaker":"Simon","startTime":1224.35,"endTime":1228.24,"body":"interpret those results much easier."},{"speaker":"Simon","startTime":1229.04,"endTime":1233.599,"body":"So, if you're having problems setting"},{"speaker":"Simon","startTime":1229.04,"endTime":1233.599,"body":"up and optimizing your website, then you"},{"speaker":"Simon","startTime":1233.6,"endTime":1235.73,"body":"can hire an authentic engagement coach."},{"speaker":"Simon","startTime":1236.45,"endTime":1237.68,"body":"Just go to Demodia."},{"speaker":"Simon","startTime":1237.73,"endTime":1241.19,"body":"com to hire a coach that will show"},{"speaker":"Simon","startTime":1237.73,"endTime":1241.19,"body":"you how to increase the effectiveness"},{"speaker":"Simon","startTime":1241.19,"endTime":1244.99,"body":"of your website and give you an"},{"speaker":"Simon","startTime":1241.19,"endTime":1244.99,"body":"easier way to grow your business."},{"speaker":"Simon","startTime":1245.205,"endTime":1247.575,"body":"So time again now for you to take action."},{"speaker":"Simon","startTime":1248.085,"endTime":1251.945,"body":"Each show if you recall I like to give you"},{"speaker":"Simon","startTime":1248.085,"endTime":1251.945,"body":"a set of concrete steps that you can take"},{"speaker":"Simon","startTime":1251.945,"endTime":1255.985,"body":"to help you improve your website and drive"},{"speaker":"Simon","startTime":1251.945,"endTime":1255.985,"body":"business through your sales pipeline."},{"speaker":"Simon","startTime":1256.405,"endTime":1258.985,"body":"Today we're going to talk about CTAs."},{"speaker":"Simon","startTime":1259.275,"endTime":1263.525,"body":"Now this might seem like one of the most"},{"speaker":"Simon","startTime":1259.275,"endTime":1263.525,"body":"basic elements of a website but it's"},{"speaker":"Simon","startTime":1263.535,"endTime":1265.885,"body":"something that so many people get wrong."},{"speaker":"Simon","startTime":1266.255,"endTime":1270.6,"body":"Firstly, What I want you to do is to take"},{"speaker":"Simon","startTime":1266.255,"endTime":1270.6,"body":"another quick visual scan of your website."},{"speaker":"Simon","startTime":1270.76,"endTime":1273.929,"body":"So I'd recommend taking a look"},{"speaker":"Simon","startTime":1270.76,"endTime":1273.929,"body":"maybe at your home page or a"},{"speaker":"Simon","startTime":1273.929,"endTime":1275.509,"body":"product and service page in there."},{"speaker":"Simon","startTime":1275.509,"endTime":1277.649,"body":"You know, use those for a starting point."},{"speaker":"Simon","startTime":1277.989,"endTime":1282.019,"body":"For each of these pages, what I want"},{"speaker":"Simon","startTime":1277.989,"endTime":1282.019,"body":"you to do is count the total number"},{"speaker":"Simon","startTime":1282.019,"endTime":1286.519,"body":"of CTAs that you have inside there"},{"speaker":"Simon","startTime":1282.019,"endTime":1286.519,"body":"and then also I want you to note"},{"speaker":"Simon","startTime":1286.529,"endTime":1288.959,"body":"how many different CTAs you have."},{"speaker":"Simon","startTime":1288.959,"endTime":1292.889,"body":"So how many of those CTA links"},{"speaker":"Simon","startTime":1288.959,"endTime":1292.889,"body":"go through to different places."},{"speaker":"Simon","startTime":1293.4,"endTime":1294.63,"body":"So that's the first step."},{"speaker":"Simon","startTime":1294.76,"endTime":1297.38,"body":"When you've done that, let's"},{"speaker":"Simon","startTime":1294.76,"endTime":1297.38,"body":"take a look at the results."},{"speaker":"Simon","startTime":1297.5,"endTime":1299.65,"body":"Scanning back through what"},{"speaker":"Simon","startTime":1297.5,"endTime":1299.65,"body":"you've just noted in here."},{"speaker":"Simon","startTime":1299.65,"endTime":1305.81,"body":"Firstly and most importantly, does every"},{"speaker":"Simon","startTime":1299.65,"endTime":1305.81,"body":"page that you've reviewed have a link"},{"speaker":"Simon","startTime":1305.85,"endTime":1310.25,"body":"to the contact page or your primary"},{"speaker":"Simon","startTime":1305.85,"endTime":1310.25,"body":"CTA in the top right hand corner?"},{"speaker":"Simon","startTime":1310.76,"endTime":1314.76,"body":"We talked about that with Astea a"},{"speaker":"Simon","startTime":1310.76,"endTime":1314.76,"body":"few weeks ago back in episode one"},{"speaker":"Simon","startTime":1314.76,"endTime":1318.3,"body":"of this season, uh, when we were"},{"speaker":"Simon","startTime":1314.76,"endTime":1318.3,"body":"looking at sort of website layouts and"},{"speaker":"Simon","startTime":1318.3,"endTime":1322.04,"body":"website design in there and she said,"},{"speaker":"Simon","startTime":1318.3,"endTime":1322.04,"body":"you know, that's really important."},{"speaker":"Simon","startTime":1322.249,"endTime":1323.79,"body":"You know, it's where everybody starts."},{"speaker":"Simon","startTime":1323.8,"endTime":1325.14,"body":"It's where everyone looks."},{"speaker":"Simon","startTime":1325.679,"endTime":1329.54,"body":"So if you don't have that link, that"},{"speaker":"Simon","startTime":1325.679,"endTime":1329.54,"body":"primary CTA in the top right hand"},{"speaker":"Simon","startTime":1329.54,"endTime":1331.37,"body":"corner of your page, then get it fixed."},{"speaker":"Simon","startTime":1331.689,"endTime":1334.84,"body":"It's the main thing that people look"},{"speaker":"Simon","startTime":1331.689,"endTime":1334.84,"body":"for when they want to engage with you."},{"speaker":"Simon","startTime":1335.045,"endTime":1340.215,"body":"The next thing that I want you to"},{"speaker":"Simon","startTime":1335.045,"endTime":1340.215,"body":"look at in here is how many CTAs"},{"speaker":"Simon","startTime":1340.225,"endTime":1342.335,"body":"in total did you have on each page."},{"speaker":"Simon","startTime":1342.675,"endTime":1346.575,"body":"So by that I mean the total number"},{"speaker":"Simon","startTime":1342.675,"endTime":1346.575,"body":"of CTA links that you had in your"},{"speaker":"Simon","startTime":1346.575,"endTime":1348.335,"body":"page wherever they went off to."},{"speaker":"Simon","startTime":1348.745,"endTime":1354.085,"body":"If you had less than three CTAs"},{"speaker":"Simon","startTime":1348.745,"endTime":1354.085,"body":"on your page, This is a problem."},{"speaker":"Simon","startTime":1354.314,"endTime":1357.945,"body":"So you need to pick your primary"},{"speaker":"Simon","startTime":1354.314,"endTime":1357.945,"body":"call to action and you need to"},{"speaker":"Simon","startTime":1357.945,"endTime":1359.895,"body":"repeat that throughout the page."},{"speaker":"Simon","startTime":1360.225,"endTime":1363.945,"body":"You know, don't feel that you need"},{"speaker":"Simon","startTime":1360.225,"endTime":1363.945,"body":"to only have one CTA in your page."},{"speaker":"Simon","startTime":1364.264,"endTime":1366.354,"body":"People don't remember"},{"speaker":"Simon","startTime":1364.264,"endTime":1366.354,"body":"things the first time."},{"speaker":"Simon","startTime":1366.754,"endTime":1369.825,"body":"Repeat your CTA continually"},{"speaker":"Simon","startTime":1366.754,"endTime":1369.825,"body":"throughout your copy."},{"speaker":"Simon","startTime":1370.365,"endTime":1373.715,"body":"So, for example, if you've"},{"speaker":"Simon","startTime":1370.365,"endTime":1373.715,"body":"got book a meeting, call us."},{"speaker":"Simon","startTime":1374.285,"endTime":1378.815,"body":"Buy now, start your trial, whatever"},{"speaker":"Simon","startTime":1374.285,"endTime":1378.815,"body":"your primary CTA is, make sure"},{"speaker":"Simon","startTime":1378.815,"endTime":1382.365,"body":"that that is repeated numerous"},{"speaker":"Simon","startTime":1378.815,"endTime":1382.365,"body":"times throughout your page."},{"speaker":"Simon","startTime":1382.595,"endTime":1386.685,"body":"So I want you to go onto each of your page"},{"speaker":"Simon","startTime":1382.595,"endTime":1386.685,"body":"and the action that I want you to do is"},{"speaker":"Simon","startTime":1386.685,"endTime":1393.265,"body":"to make sure you add at least five direct"},{"speaker":"Simon","startTime":1386.685,"endTime":1393.265,"body":"links to that CTA, that primary CTA button"},{"speaker":"Simon","startTime":1393.375,"endTime":1395.185,"body":"across your site, throughout your site."},{"speaker":"Simon","startTime":1395.41,"endTime":1398.57,"body":"Finally, what I want you to do"},{"speaker":"Simon","startTime":1395.41,"endTime":1398.57,"body":"is to look at how many different"},{"speaker":"Simon","startTime":1398.58,"endTime":1400.18,"body":"CTAs you've got on your page."},{"speaker":"Simon","startTime":1400.41,"endTime":1404.6,"body":"So if you recall, I asked you to say how"},{"speaker":"Simon","startTime":1400.41,"endTime":1404.6,"body":"many total CTAs and how many different"},{"speaker":"Simon","startTime":1404.61,"endTime":1408.59,"body":"individual CTAs that linked off to"},{"speaker":"Simon","startTime":1404.61,"endTime":1408.59,"body":"different pages you had on your site."},{"speaker":"Simon","startTime":1408.93,"endTime":1412.865,"body":"If you've got more than two of"},{"speaker":"Simon","startTime":1408.93,"endTime":1412.865,"body":"those, Or at very most three."},{"speaker":"Simon","startTime":1413.045,"endTime":1416.035,"body":"Then what you're doing is"},{"speaker":"Simon","startTime":1413.045,"endTime":1416.035,"body":"just confusing your visitors."},{"speaker":"Simon","startTime":1416.105,"endTime":1420.015,"body":"Choice is a bad thing when it comes to"},{"speaker":"Simon","startTime":1416.105,"endTime":1420.015,"body":"making decisions and making people act."},{"speaker":"Simon","startTime":1420.845,"endTime":1425.644,"body":"So ideally, each page on your site"},{"speaker":"Simon","startTime":1420.845,"endTime":1425.644,"body":"should only have one primary CTA or"},{"speaker":"Simon","startTime":1425.644,"endTime":1430.945,"body":"direct CTA and one secondary CTA that"},{"speaker":"Simon","startTime":1425.644,"endTime":1430.945,"body":"links to something like a lead magnet."},{"speaker":"Simon","startTime":1430.955,"endTime":1433.935,"body":"So you're going to have two"},{"speaker":"Simon","startTime":1430.955,"endTime":1433.935,"body":"different links at very most three"},{"speaker":"Simon","startTime":1433.935,"endTime":1436.495,"body":"different things that you're going"},{"speaker":"Simon","startTime":1433.935,"endTime":1436.495,"body":"to link off to from your page."},{"speaker":"Simon","startTime":1436.805,"endTime":1440.765,"body":"So you don't need links to things"},{"speaker":"Simon","startTime":1436.805,"endTime":1440.765,"body":"like a white paper, three different"},{"speaker":"Simon","startTime":1440.765,"endTime":1443.805,"body":"customer stories, two different"},{"speaker":"Simon","startTime":1440.765,"endTime":1443.805,"body":"blog posts, and your demo."},{"speaker":"Simon","startTime":1443.975,"endTime":1448.225,"body":"If you had three or more different CTAs"},{"speaker":"Simon","startTime":1443.975,"endTime":1448.225,"body":"linking to different places, then what I"},{"speaker":"Simon","startTime":1448.225,"endTime":1452.074,"body":"want you to do is to go through and choose"},{"speaker":"Simon","startTime":1448.225,"endTime":1452.074,"body":"the two of those that you think are most"},{"speaker":"Simon","startTime":1452.075,"endTime":1454.915,"body":"appropriate and remove all of the others."},{"speaker":"Simon","startTime":1455.164,"endTime":1458.445,"body":"And if you're going to go with"},{"speaker":"Simon","startTime":1455.164,"endTime":1458.445,"body":"three, then keep it something simple."},{"speaker":"Simon","startTime":1458.455,"endTime":1460.715,"body":"So you might have your primary CTA."},{"speaker":"Simon","startTime":1460.9,"endTime":1462.47,"body":"Going off to start your trial."},{"speaker":"Simon","startTime":1462.47,"endTime":1466.92,"body":"You might have a secondary CTA going"},{"speaker":"Simon","startTime":1462.47,"endTime":1466.92,"body":"off to view the demonstration and"},{"speaker":"Simon","startTime":1466.92,"endTime":1471.49,"body":"then your tertiary CTA May well be"},{"speaker":"Simon","startTime":1466.92,"endTime":1471.49,"body":"something that's just like subscribe"},{"speaker":"Simon","startTime":1471.49,"endTime":1474.57,"body":"to our newsletter something very very"},{"speaker":"Simon","startTime":1471.49,"endTime":1474.57,"body":"simple and basic in there for the"},{"speaker":"Simon","startTime":1474.57,"endTime":1477.26,"body":"third one Almost the catch all option."},{"speaker":"Simon","startTime":1477.529,"endTime":1480.504,"body":"So I know There's a lot to think"},{"speaker":"Simon","startTime":1477.529,"endTime":1480.504,"body":"about in here and you're going"},{"speaker":"Simon","startTime":1480.504,"endTime":1483.845,"body":"to feel uncomfortable at first"},{"speaker":"Simon","startTime":1480.504,"endTime":1483.845,"body":"removing some of those CTAs."},{"speaker":"Simon","startTime":1483.845,"endTime":1487.225,"body":"You'll be thinking that you've not"},{"speaker":"Simon","startTime":1483.845,"endTime":1487.225,"body":"given people all the information that"},{"speaker":"Simon","startTime":1487.225,"endTime":1490.855,"body":"they need and that by being choosy"},{"speaker":"Simon","startTime":1487.225,"endTime":1490.855,"body":"you're going to be thinking that you've"},{"speaker":"Simon","startTime":1490.855,"endTime":1494.365,"body":"not given people all the information"},{"speaker":"Simon","startTime":1490.855,"endTime":1494.365,"body":"that you have or that they need."},{"speaker":"Simon","startTime":1495.505,"endTime":1499.175,"body":"But by being choosy, you're going to"},{"speaker":"Simon","startTime":1495.505,"endTime":1499.175,"body":"be giving them the right information."},{"speaker":"Simon","startTime":1499.225,"endTime":1500.875,"body":"And that's the most important thing."},{"speaker":"Simon","startTime":1501.045,"endTime":1505.065,"body":"By giving them the right information"},{"speaker":"Simon","startTime":1501.045,"endTime":1505.065,"body":"at the right time, you're guaranteed"},{"speaker":"Simon","startTime":1505.085,"endTime":1508.254,"body":"to see an increase in your"},{"speaker":"Simon","startTime":1505.085,"endTime":1508.254,"body":"conversions on your landing pages."},{"speaker":"Simon","startTime":1508.524,"endTime":1512.555,"body":"So that's all for today's episode"},{"speaker":"Simon","startTime":1508.524,"endTime":1512.555,"body":"of the Authentic Marketing Podcast."},{"speaker":"Simon","startTime":1512.825,"endTime":1514.124,"body":"Thanks once again for listening."},{"speaker":"Simon","startTime":1514.234,"endTime":1517.125,"body":"And don't forget to bookmark"},{"speaker":"Simon","startTime":1514.234,"endTime":1517.125,"body":"the podcast and share it with"},{"speaker":"Simon","startTime":1517.125,"endTime":1518.385,"body":"your friends and colleagues."},{"speaker":"Simon","startTime":1518.935,"endTime":1522.884,"body":"We love to share our knowledge so that"},{"speaker":"Simon","startTime":1518.935,"endTime":1522.884,"body":"we can make your business succeed."},{"speaker":"Simon","startTime":1523.26,"endTime":1524.21,"body":"See you next time!"}]}