Funnel Fella Radio With Scott Dudley

Funnel Fella Radio With Scott Dudley

By Scott DudleyBusinessEntrepreneurshipMarketing
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Funnel Fella Radio With Scott Dudley episodes

  • FFR037 - The 8 Things You Need For An Effective Lead Magnet
    • The entry point to most sales funnels for cold traffic is a lead magnet... so it’s crucial you get this first step right otherwise the success of your funnel is doomed from.

     

    • Obviously if you are getting hardly any opt-ins then that means you won’t be getting many sales (if any).

     

    • And it also means you won't be able to reach many people with follow up messages or broadcasts either, so it makes it hard to become profitable. 

     

    • The conversion rate of your lead magnet is crucial to the success of your funnel... so you have to come up with something that you KNOW your target wants (and not just guess what they want). 

     

    • So with said I’m going to give my thoughts and analysis of Digital Marketers excellent 8 point lead magnet checklist 
    23 min
  • FFR036 - Advantages Disadvantages Of Multiple Funnel Paths
    • An interesting point that Ben Moote raised in a recent podcast interview I did with him was keeping things simple without too many funnel paths. 

     

    • I think this is an excellent point he made for people who are relatively new to funnels and are still figuring out how to make them work. 

     

    • A good example is setting up quiz funnels where you have multiple different scenarios that take the user down a specific customized path based on how they answer the quiz. 

     

    • Here are some downsides to over complicating things with numerous funnel paths from quizzes:
      1.  The more questions and options you add the more work it takes to set up. 
      2. It also gets very confusing to make EVERYTHING is connected properly and working 100% as it should be. It’s super easy to miss something and struggle to pinpoint where the issue is. 
      3. You need a lot of traffic to make it worthwhile. Otherwise you just get trickles that go into each segment
      4. It’s hard to work out what to optimize as you are looking at so many different touch points

     

    • That said there are certainly some very good upsides to tracking a funnel with multiple paths. The main ones being:
      1. You can segment your subscribers into groups, which makes it easy to speak to them about things that relate to their specific situation and core problems/desires
      2. It’s a better experience for the user as they are not shown generic messages that apply to a broad group. 
      3. You get a good idea about what are the most common problems/desires and can focus more time on those areas... and possibly end up niching down specifically into that area
      4. You can offer relevant products to these people as you’ve drilled down to better diagnose their problems. No more one-size-fits all solutions. 

     

    • In summary there are definitely pros and cons to this... but I think the main point is for funnel marketers who are just getting started or are not making much money yet... it’s better to keep things as simple as possible and avoid multiple funnel paths. 

     

    • The advanced segmentation is better for those who have large ad budgets, a team to analyse the data and set it up all, and have extensive experience with marketing. 

     

    • If you want to learn how to do this properly I highly recommend Ryan Levesque’s book ASK. This book simplifies a complicated subject and is the best resource I’ve seen on this topic. 
    15 min
  • FFR035 - Is Beautiful Design Important For Funnels?
    • One thing I’ve found rather amusing is the common perception that it’s important to have a beautifully designed funnel that “looks amazing”.  

     

    • To put this into perspective, I’m not saying you should be sloppy and throw something together without caring... as a funnel that looks like a 5-year-old has built will put people off.

     

    • However, those that are frequently obsessing about making pages look amazing are really missing the point...

     

    • The 3 most important factors of any funnel are (in order):
      1. List (or traffic) 
      2. Offer
      3. Copy (or creative)

     

    • Brian Kurtz lists it with this breakdown:
      1. List 41%
      2. Offer 39%
      3. Copy 20%

     

    • Notice how there is no mention of design here. There’s a good reason for that... it’s really not that important at all. 

     

    • In fact here are some quite valid reasons why you should go with a plain (but not horrible) design:
      1. Images slow down the load time of a page
      2. Images distract the reader (or video viewer) from the sales copy
      3. Beautiful design takes up a lot more time and costs you more to set up the funnel
      4. Pretty design rarely makes any positive difference to conversion rates
      5. The people who notice or admire the design will likely not bother buying from you
      6. Buyers will hardly even notice it as they are more interested in your offer and what your product/service can do for them. 

     

    • Emails have the same principle as well... keep them simple. 

     

    • I realise I’ve probably ruffled some feathers and upset those that are graphic designers or appreciate design... so I’d like to add that images do still have their place in a funnel. 

     

    • However, they should be kept to a minimum, always be compressed to reduce file size and they MUST be relevant to the copy on the page. 

     

    • You don’t just add images to make the page look nice, they have to be there for a purpose... which is to contribute to the desired conversion... whether that is an opt-in or a purchase or whatever. 

     

    • The point I’m making here is that design and images are WAY overrated when it comes to building a successful funnel, and it’s not necessary to have an amazing looking funnel to get it to convert and make you money. 
    17 min
  • FFR034 - Why Buttons Should Actually Look Like Buttons
    • I’ve literally looked at thousands of funnels over the last 5 years... and one thing that really stands out to me is how many funnels are designed with buttons that don’t even look like buttons. 

     

    • Here are some examples of what I’m talking about:

     

    • Submit buttons that look almost exactly the same as label background colors on order forms

     

    • Buttons the same matching color scene as the rest of the page

     

    • Big huge buttons... either super wide or multiple lines

     

    • No icons or arrows on a button to make it clear it is actually a button

     

    • Flat buttons that don’t look anything like 3D

     

    • Buttons that are way down below the fold that most visitors will never even see. 

     

    • Buttons with really poor CTA’s that make no sense 

     

    • Studies have proven that some people will only click on a link and not a button, and if they don’t see a link will not click. It can be worth testing both a link and a button. 





    15 min
  • FFR030 - How To Avoid Losing Goodwill With Your Prospects
    • Today I’m going to be taking another look at Steve Krug’s great book on web usability, “Don’t Make Me Think”. There’s a chapter in the book called “Things That Diminish GoodWill” and I’m going to be giving my spin on each point he makes, and how it relates specifically to funnels. So let’s get straight into it:

     

    • Hiding information the user wants such as price, or to a lesser degree... information about being sent marketing emails if you sign up for a list. 

     

    • Making what should be simple be difficult instead... such as formatting data, spaces in credit card numbers or phone numbers. 

     

    • Asking for information you don’t really need... such as personal information seems unnecessary. 

     

    •  False sincerity... such as attempts to convince the prospect you care about them, but it’s obvious you don’t really. An example... Your call is important to us. 

     

    • Having to wade through pages bloated with fluff that make it hard for people who are in a hurry to get what they want. 

     

    • Generally sloppy and amateurish looking pages that look unprofessional or thrown together quickly. 

     

    • Of course you need to always test and not just rely on best practices or what “critics” say. A good example are pop-ups asking for opt-ins, which most people find annoying... but if they provide a lot of opt-ins then it’s best to keep them there. 
    17 min
  • FFR029 - Ultimate Guide To Actions You Should Be Tracking
    • When it comes to tracking and optimizing your funnels it can be confusing knowing where to start and what to start measuring. 

     

    • Afterall there are dozens of things you could analyze in your funnel, but you have to look at it from the point of view of opportunity cost. 

     

    • Obviously, there’s no point wasting valuable time on testing things that won’t move the needle. 

     

    • Once all the tracking is set up and you can see how the funnel is performing, and you’ve also completed thorough research on the target market... you’re then ready to start experimenting and testing to optimize the funnel. 

     

    •  So today I’m going to do a brief runthrough of some of the most common actions (excluding purchases, opt-ins and form submissions) you can start tracking primarily through using a tag manager such as Google Tag Manager.

     

    • Video views

     

    • Specific Button or link clicks

     

    • Time on page

     

    • Scroll Depth

     

    • Pop up views

     

    • Order bump purchases and non order bump purchases
    15 min
  • FFR028 - When Less Is More
    • I’ve been reading Steve Krug’s excellent book about Web Usability called “Don’t Make Me Think” and it’s got lots of excellent info in it about how to make your pages achieve their objective more efficiently, and to also keep the user at the other end happy as well. 

     

    • One of the chapters is titled “Omit Needless Words”, and the whole premise of this chapter is about his observation about most words on pages just taking up space. He has a certain law that says removing half the words is actually a realistic goal, without losing anything of value. The idea is be ruthless with your sales copy. 

     

    • Here are some of the benefits of getting rid of words that nobody is going to read:
      1. It reduces the noise level of the page
      2. It makes the useful content more prominent 
      3. It makes the pages shorter, allowing users to see more of each page at a glance without scrolling

     

    • The information on your page must be useful and straight to the point. People don’t have time to waste on text that waffles on. 

     

    • While the saying “a page can never be too long, it can only be too boring” is true... I would still say in general a shorter page is better than a long page as a rule. But a lot can depend on the type of market, and also how much the product is selling for. 

     

    • Obviously a $10,000 motorbike would need a lot more sales copy than a $17 e-book would.  

     

    • But here’s an excellent example from the book where Steve condenses a 103 word paragraph into just 34 words, and still get the same message across

     

     

     

    • As you can see the original version is way too wordy and I’m sure I bored you to tears reading it out. But the edited version gets straight to the point and is super easy to read. 

     

    • So now that I’ve made my point, the question is how can you write in a way that is succinct and not too wordy... the answer is by using the Hemingway Editor App.      

     

    • The Hemingway App works points out:
      • Adverbs
      • Uses of passive voice
      • Phrases that have simpler alternatives
      • Sentences that are hard to read
      • Sentences that are very hard to read       

     

    • It also works out what grade level the writing is, with the lower the grade the easier to understand.                    











    14 min

About Funnel Fella Radio With Scott Dudley

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This podcast is for those either running their own funnel agencies, or for freelance funnel builders. Discover the secrets from funnel agencies to take your business to the next level as I interview the best funnel marketers on the planet.