The Code Breaker Newsletter - Issue #015 Converting Traffic

Hey Code Breakers,

Welcome to this week's Code Breaker Newsletter. Here, we share the best insights, tips, and stories. Learn how to break the code on your market and unlock your business's potential.

Do you remember last week’s newsletter? It was all about the Dream 100. The most effective way to attract your dream clients and build a steady stream of business.

But traffic without conversion is useless. Lasts weeks newsletter showed you how to create traffic. This week’s shows you how to convert it! Nothing is worse than attracting your ideal client, only to have them leave your site without doing what you want. 

Using the strategies below will increase your odds of success. And these strategies will help you convert your traffic into paying customers. 

Unfortunately, there are several simple reasons that most traffic fails to convert. 

Most People Wing It

Imagine this, you go to the doctor for a procedure. You’re curious to know what the procedure will consist of. You want to know if you’ll require any anesthesia, what your recover will consist of, etc. so you ask the doc. Seems like a reasonable request, right? 

The doctors responds by saying that he’s not really fond of frame works so he’s just gonna wing it. He’s not sure if he’ll need to put you under, but will have an anestheisologist standing by. He suggests you monitor your pain and let him know if you want to be put under. 

When it comes to recovery the response isn’t any better. He says it all depends, but can’t share what specifically it depends on or when he’ll know. 

If you’re thinking there’s no way in hell you’d go to this doctor, then I have a question for you? 

What would happen if you were to swap the word "doctor" for "copywriter"? And "recovery" for "conversion"? Would you be willing to work with that person? Is that person you? 

If this is you or someone you work with, there’s hope. The simple solution is to start leveraging the framework I share below. Here’s how: 

Step 1: Structure Your Content Properly 

I consult with companies on their web presence. It might be a funnel, web page, or social media. The first thing I look at is the structure. 

There are two basic types of buyers in the world. There’s emotional buyers and there are logical buyers. The structure of your pages should account for this. 

Whether you’re trying to get someone to opt-in for a lead magnet or make a purchase it doesn’t matter. The “above the fold” section should always lead with emotion. Appeal to the emotional reason that someone should take action. 

Note: “Above the Fold” is a term that refers to whatever is visible on a web page before you start to scroll. It comes from the old newspaper days of what could be scene on the front page. 

When done well, emotional buyers won’t even scroll to view the rest of the page, but your logical buyers will. Logical buyers need more information. That’s why the next section “below the fold” ads the logic. 

Share clear concise reasons the person should take action. This can consist of bullet points, testimonials, sales letters, and more. Sales letters can follow any number of copy writing frameworks. Some of my favorites are: 

• Before - After - Bridge

• Problem - Agitate - Solve 

• Benefit - Benefit - Benefit

After the logic section the final section is typically a Fear Of Missing Out (FOMO). This section combines the emotional and logical elements to insight action. This can consist of guarantee’s, count down timers, limited time offers, etc. 

Be sure that at a minimum each section contains a button with a specific call to action. Make it easy for them to take action on their decision once it’s made. 

Note: Know your numbers. Like most things, there’s an art and a science to conversion. But math is math. Anyone you work with should be able to share basic benchmarks. If they can’t tell you what the initial conversion metric should be, and what a healthy conversion would be, run!

It doesn’t mean you’ll start with the initial conversion metric they share. But based on your volume of traffic they should be able to give you some ballparks. Monitor the results. And improve your results with simple tweaks as you drive traffic to the page.

Step 2: Speak Directly To Your Ideal Client

Always remember - A confused mind never buys. 

Another reason, I see when sites and pages are converting is that they’re generic. 

If your copy doesn’t speak directly to who the offer is for, it’s unlikely they’ll take action on your offer. 

That's why all my programs start by helping the customer get crystal clear on who they serve. Whether they need to define or refine their ideal client avatar, that’s where we start. 

Let’s think through this logically. When you copy is to generic it fails to elicit the desire emotional response. When there’s no emotional response, the emotional buyer fails to connect and doesn’t take action. 

Likewise, the logical buyer second-guesses themselves. They fail to connect the dots that move them to act. 

Step 3: A/B Split Test As Much As Possible

Now you've structured your content well and tailored it to your specific avatar. There's one last step. It will ensure your conversion rates are as high as possible. 

A/B split test everything! 

In case you’re unfamiliar with the term, A/B Split testing is when you make two separate copies of your sales page. One you base off of what’s know as the control, or the page you expect convert the highest. This is the A. 

The B, is a second page that has one or more changes. You’ll want to start with big changes to make a difference between the two. Then, test small changes once you know what works vs. what doesn’t. 

The key is to assume no knowledge. Even if you fall in love with a design or piece of copy, conversion is not about you. It’s about your customer. The ONLY thing that matters is how they respond. That’s it. 

You want to A/B split test as much as you can. Test pages, sales copy, email copy, offers, hooks, social posts, everything! 

Do these three things and you’ll be well on your way to improving your conversions!