Unfair Advantage #1

by Tim Francis on October 15, 2013

This is the first of many “Unfair Advantages” I’ll reveal to you from the world of marketing.

Use these tools and you’ll get a behind-the-scenes advantage on your less sophisticated competitors.

Listen to the podcast below, or else scroll down and read the blog post.

Unfair Advantage #1: CrazyEgg

CrazyEgg isn’t the only piece of tracking software out there, but I use it regularly for a few reasons:

1) It offers more insight – especially about scroll tracking – than Google Analytics. I still use GA on sites, and I use CrazyEgg at the same time

2) It’s way less expensive than competing software; CrazyEgg is roughly $20 – $30/mo which is a great deal.

What CrazyEgg Does

You tell it which of your websites you’d like it to track. It takes a picture of your website. Then it starts tracking visitor behaviour.

After a few days you can log in to Crazy Egg to see the picture of your website.

With the “Heatmap” tool CrazyEgg will show you where people are clicking. If an area is getting tons of clicks (for example, your Buy Now button) then in CrazyEgg that spot will show up as white hot. Areas where no one is clicking are black. Everything in-between is colour coded. The hotter the spot, the brighter the colour.

With the “ScrollTracking” tool CrazyEgg will show you how much time visitors spend on each part of a page before scrolling down to see more. Again, areas of your website that are being read the MOST will appear as white-hot; these are areas where 100% of visitors are looking.

Areas where basically 0% of people are reading anything show up as black. Like the heat map tool, everything in-between has a different colour. The hotter an area is, the brighter and warmer the colour (yellow, red, orange). The more ignored an area is, the darker and colder the colour is (green, blue, dark purple).

How I Use CrazyEgg

My #1 use of CrazyEgg (by far) is for the Scroll Tracking tool.

Because I write a number of medium- and long-form sales letters I want to know what sections readers are skipping over and what sections are catching everyone’s attention.

Lots of critics rail against medium- and long-form sales letters, saying things like: “No one is ever going to read all that!”. Yesterday I was looking at the Google Analytics account for one of these “offending” (haha) sales letters I wrote. There were a handful of visitors that had spent OVER 20 MINUTES reading *everything* on the sales page. In fact, at 20 minutes, they did a lot more than read the sales page (would take like 10 mins max). They were clicking to look at every single picture, clicking on every link, and opting-in too.

So that was good to see. But how could I make it even better? I opened up CrazyEgg and saw there were some serious hot spots on the sales letter. There were also some serious dead spots too.

As I scrolled through the sales letter, I made a note there were roughly 7 main sales points in the letter. Of the 7, three were duds and four were studs. This is what I’ll do next if the client is willing to do a split-test:

1) Duplicate the sales page. Re-order the sales points so all the hottest items are all at the top, one after another. I believe people will see tons of hard-hitting content up-front, get hooked, and be more likely to read the rest.

2) Take note of the hot sections. In this case, the section that mentioned “Already 50% Sold Out” got LOTS of attention. So I will take this insight, as well as the other hot sales points, and update our Google Ads and other advertising to make sure they show up in as many places as possible. If people are reacting to those parts of the sales letter, we can be pretty sure they’ll help boost conversions on our ads too.

3) Consider the dead spots – should they be changed or deleted? This is where market research is extra helpful. Either you know your customer really well, or else you’ve had a few conversations with a sales rep who spends a lot of time with the end-customer. Either way, you should have a good idea of what’s important to the end-customer. If you’ve included some of those key points in your sales letter, but CrazyEgg is telling you that part of the sales letter is getting ignored, you probably just need to change the headline or add a graphic (chart, table, map, picture of end-beneift) and more readers will likely catch on.

In Closing

CrazyEgg is one of those tools that is really helpful, and if you use it correctly, should bring you a solid ROI (return on investment). One or two tweaks to a sales letter can often create a bump in conversions of a few percentage points, which almost always leads to thousands in extra sales. $20 or $30 per month is definitely worth that.

So get CrazyEgg started and go run an amazing end-route behind your competition’s defences before they even know it!

Onwards and Upwards,

Tim :)

References Mentioned in this Podcast:

http://www.CrazyEgg.com

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