MICHAEL: And my mandate stands. I won't let it happen. VOICEOVER: Join us on an impossible mission to grow our business 50%. Welcome to 'The Journey'. JEN: We have been looking at the emails that we've sent so far and the three that we found that have performed the best this year have been all ones that are talking about challenges that people are facing. MICHAEL: So those are the ones that got the most clicks which is the action that any ad must do, right? The job of an advertisement is to get people to take an action and it's usually to click and then it's the job of the sales page to actually sell.
We can often misdiagnose the problem and assume the problem is our message and a lot of times actually the problem might be the destination that they are going to. We're about to launch the brand new website next week and we've changed up some of the messaging. That's the brand new sales page for social media world. See how beautiful it looks? JEN: Thanks. MICHAEL: This getting over to the new design alone is going to help us with our sales because it's gonna be a better user experience. If we can drive the traffic to the sales page, then the sales page should be able to do it's job. If my eyes look a little bloodshot, it's 'cause I've been staring at a screen for a long, long, long, long time. And why have I been staring at a screen? Well, our brand new website is finally up. A lot of money, a lot of people, a lot of work.
You wanna see what it looks like? So, this is the smudge on my monitor. (LAUGHS) We open up an article. You can see it's a single-column design and as you scroll down it, you're gonna see a monster ad for social media marketing world pop in there… Boom. Un-like-missable, right? Man, redesigning a website is not easy work especially when you have like 4,000 pages on your website. It's like 65 here in San Diego. OK, warmth. Thirty three-page report here from Talia Wolf. She's helping us with humanistic analysis and psychological analysis and we're gonna be meeting with her at the top of the hour to talk about what this means and immediately begin figuring out how to roll these changes out. This is probably the single most comprehensive study we've ever have done. There is gonna be some stuff that's going to challenge some of your thinking. OK, there she is. (COMPUTER BEEPING) TALIA: Hi. MICHAEL: So, approximately how many customers did you survey? Exactly 197 people. And then about approximately how many prospects of your survey who came to our sales page? TALIA: 81 responses.
What people really, really care about that it is hands-on practical and they get to go away with a lot of tactics, and the other one was that it's on every single aspect of social media. Like this is the only place where you get everything. The last one is finding your tribe. So, it's not networking, it's not mingling, it's finding people like you, who struggle like you, who know your challenges, who understand you. They can stop going in alone. We're talking generally about these things, but we're not going deep enough. MICHAEL: Even if everything in your blood – you and you, wants to go back to what we've done in the past, like to talk about like sale ending and to talk about like quantities, the reality is that, that stuff just doesn't work. Well, we have a lot of work… JEN: It did. MICHAEL: Yes.. KIM: It did. JEN: I did. KIM: It did on Facebook.
And I have to say, you're right about Facebook being a highlight where those sale ending messages really work. We're aren't giving them the reason to click over now. My mandate stands. No written communication will ever mention price. It's just not gonna – I won't let it happen, OK? And you have to trust me on this. JEN: We're not talking about sale ending all the time, we're not talking about the features of the conference and how many sessions we have, and now we're veering even more into new territories.
MICHAEL: Jen has said many times, as has Kim, that some of our best messaging has to do with sales in it. Like don't miss out, get in before the sale ends. The reality is that… TALIA: Yeah, urgency. MICHAEL: .. we play the scarcity card pretty frequently. I will like you to speak to that… TALIA: Scarcity and urgency – they play a very important role in selling tickets, but the way to convince them to buy a ticket isn't going to be through the 'what?' That means shifting our focus from highlighting the pricing, and the last minute like 'early bird sale' to the value propositions that we have. And so, I don't think it needs to be completely eliminated, I think it just needs to be used in a different way. MICHAEL: Hey Talia, I would like to begin testing today. So, I will have a new homepage written today. TALIA: These quote messaging and the values that we've discussed are super important, we just have to figure out what's the best way to feature that and say that. MICHAEL: Thank you, Talia. Our goal is to get only what's necessary to make this move forward as fast as possible.
Do not get too caught up in anything beyond tomorrow because I'm gonna start writing right away for the next two hours, OK? JEN: Yeah. MAN 1: Awesome MICHAEL: Alright, thank you. JEN: Thanks. MICHAEL: I worked for endless hours yesterday after our call with Talia to redesign a new sales page for social media marketing world, and we're split testing it. So, I'd like to show you. One of the first things we changed was the headline, (READS FROM PAGE ON SCREEN) And then we came up with some value propositions here that are not on the other one, some quotes from some of our customers. This is the page that gets the most traffic to the site. On the new website, it's all about the problems and struggles faced by marketers and we talk about the struggle, we talk about 'this could be you', 'imagine these outcomes'. So far, surprisingly, early data shows that the original site is out-performing the new site which is kind of a surprise.
The bottom line is testing is essential. If I just, you know, assumed it would work and it actually makes things worse, then that – That's the whole reason we run split tests. I'm really hopeful that this new thing works. (TOM TOM MUSIC) What we did was we lined sticky notes all along both sides of this wall. Anybody who wants real privacy, they can come in here and be completely obstructed. I couldn't see a thing I was doing, huh? The ultimate privacy back there. (TOM TOM BACKGROUND MUSIC) VOICEOVER: Please join me on 'The Journey'. Subscribe now and be sure to hit the bell so you don't miss any of our future episodes. (TOM TOM MUSIC CONTINUES).
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