The path of least resistance - Cat Griffin

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00:01 Hello and welcome to my talk today on the path of Least Resistance. So if you don't know me, my name is Cat Griffin and I'm actually the host of this event, which I hope that you are loving. And what I'm going to be talking to you about right now is how you can make things easy for your audience at every step of the journey. So you're increasing the number of people who actually join your audience, and also you make it much easier for people to purchase and buy it from you. So the first thing I want to talk to you about is let's think about people who are wanting to join your world. 

00:44 So if they're joining your email, list they're probably joining via a Lead Magma, A freebie that they've discovered somewhere. Maybe you've shared this on socials, maybe somebody else has shared this to them maybe they've seen an advert, maybe you've included it in a collaboration event. So people are coming across your freebie or lead magnet. It's something that they want, so they're going to join your world. And what you want to do is make this process as simple as possible for them. So if you've got a lead magnet, a freebie, quite often by the time that people have actually got to the page for that lead magnet, they've made the decision that it's something they want. 

01:28 They've all, they've clicked on that link because they've seen your comment about it, they've seen your advert, they've seen, you know where it's been shared by somebody. So they're either already decided or already a good way there to making a decision that they want to sign up, which means obviously they're going to join your email list and become part of your world. So what you don't want to do is make that sign up process something which is going to either deter them, distract them, stop them from actually going through and signing up. So I organise a lot of collaboration events, I organise a lot of bundles. And via doing this, I've literally looked at thousands of different opt in pages and the sales pages. 

02:17 So I have a good idea of of what makes things easy, what doesn't make things easy. What you want to really think about is those customers, first of all, who've already made the decision that they want to take whatever it is you're offering and sign up. If they land on your page and they've got this big wall of tags, lots of information, they've got to scroll, they've got to really find where they can actually put in their email, address their name to get the thing, is that going to start to maybe become a little bit overwhelming, distracting? Maybe that could stop them actually taking the action of signing up. 

03:00 So what you want to think about doing is having something above the fold. So above the fold is basically the part that's visible on the screen before people need to Scroll down to get to the next section to keep reading. So have something above the fold, something quite close to the top where they can either input their details, you know, heck yes, I want this and doing it right now, or a button that will take them to the spot where they can put in their details. 

03:33 Even people that haven't already made the decision before landing on your page. If you've got like the product name at the top, you might have a very clear visual showing what's included and a couple of points, couple of sentences explaining what it is. That's often enough for people to make the decision. Yes, other people will need all the long persuasive copy and extra information that you might also share alongside this, but for many people, that decision will be made quite quickly. 

04:03 Let those people who've made the decision quickly sign up before they change their mind. So if we're thinking then about the sign up process, if you have any kind of pop up form, that can be problematic. It can be problematic because a lot of people have pop up blocker on. Some people will realise when they click the button that nothing's happening is because of pop up blocker and they might deactivate the put blocker, use another device to be able to then sign up. But that's a lot of extra work for a freebie for people. It might be something I'll do it later when I'm on my other computer. It might be, oh, I'll do it later when I've got more time and people don't come back to it. 

04:51 So if you can avoid having it as a pop up for people to put in their information, that just makes it that bit easier for people. It can be a button that jumps down to a point further in your page. So you've anchored the form further in your page and the button jumps down to that spot that's not a pop up, that's still within the page that should still hopefully work. Also make sure, especially if you're using a pop up, but this is the case to, if you've got other kinds of, you know, your form directly on the page, make sure you're checking things on other devices. 

05:30 So you're probably going to be building this on your web page. Make sure you also see how it looks on other devices too. Pop up forms, especially the way that they lay out on a mobile device, can often look quite different to on a web device and they can become a little bit fiddly in order to be able to sort of input the details and get to where you need to click. Things like check boxes can be quite difficult to navigate on a pop up and a mobile device for example. 

06:07 So if you do have a pop up and even just your page yourself, do make sure you are checking that on different devices. Also, if you're using something like Convert Box or something similar where you've got offers that are popping up onto your screen when people are on the lead magnet, there's nothing wrong with that, but make sure again that they're easy to navigate. Some of these pop ups on mobile devices can be quite difficult to close. It can be quite hard to find where that check box is because they take up more space on the screen at times. So make sure it's user friendly if people don't want to buy the paid offer that you're having a pop up on the freebie, you know you don't want them to then close out from getting your freebie because they don't know how to close down that other pop up advertising your paid offer. 

07:01 So check everything ideally on different mobile devices if you can, you know if you can trick like an iPhone and an Android device, you can check a tablet. Think about where people will be looking at your freebie sign in and what it's looking like. Ok, I also want you to think about the information that you're requiring for a freebie opt in. Some platforms will default ask you to put in the so obviously you're going to need the person's name and their email, address but do you need their address? Probably not. 

07:38 It's very unlikely that you need their full home address, or even any of their address. You might want their country that might be relevant to your marketing and what you offer, the services you provide. But unless you absolutely do need their full address, don't ask for that on the form. People don't want to give it equally so if you're asking for a telephone number, do you actually want the telephone number? So some forms will have it as default. If you do want the telephone number, if you're making that mandatory, you are going to be stopping a lot of people signing up. Is that telephone number so important to you that you might lose 50 % of people joining your audience for it? Also, knowing that a lot of people who do put the phone number in will put in a fake phone number. 

08:33 Or is that phone number just a nice to have if it's a nice to have and you might use it, or you will use it but have it on there but have it as optional. If it's something that you're only putting on there because it's default of your form, then don't have it on there at all. Be realistic, be honest with yourself. Are you ever going to do marketing to people using their phone number? Some people will. The vast majority of people won't and even just having it on the form it can stop people signing up. 

09:12 If you do have that on the form make sure it's not region specific. As somebody who doesn't live in the USI have come across many things that I would happily sign up for and I've not been able to because I don't have AUS number and I know for a fact that the person offering it works internationally. Like it's digital products i know for a fact they sell internationally. There's no reason why they would only want people with US phone numbers to sign up. It's probably just the default settings that were on their form. 

09:49 So make sure have a look at your default settings. Is it being restrictive in any way? Are you actually barring people from being able to sign up to your offers? 

10:05 Ok, so people have signed up for your freebie. Now there's a big challenge in people sign up for things, they generally don't use them ever. Sorry, I know you've spent hours upon hours making this amazing resource. You've put it out there, you've got people to sign up for it. And I hate to say, but people just don't use it as a general rule, But what you can do is you can help make it easier for people to use this and then make sure it's easy for them to come back and find you from there. 

10:38 So if you're offering a welcome sequence, which you probably are, you know, people have joined your list, you're welcome them to their world, keep giving them the link to that freebie because what's probably happened is they've signed up for it. It's gone to their email inbox. And they said, right, I'll deal with that later. And they've forgotten about it. But in your welcome sequence, if you're like, hi, do you Remember Me? You get this email because you signed up for my blah, blah. 

11:06 Here's the link for that again. And this also goes with a purchased item. Don't just send in the initial email the link to the item they purchased. In the follow up emails, include the link to that item they've purchased or the freebie that they signed up for, and you can even come back, you know, a month later. Just wondered, did you use this yet? Here's the link again, six months later, did you use this yet here's the link again. Don't pester people don't do it every week, but it's OK to pop by people's inboxes again, give them those links remind them that they've got this resource. 

11:45 It's clearly something that they wanted, You know, they signed up to get it. Remind them that they have it remind them that they can use it. Maybe give them some examples of how they can use it, success stories of how other people have used it. A little bit of a motivation for them to actually take the action and use the thing they signed up for or the thing that they have purchased. 

12:15 Another thing I want to talk about is think about if you are offering a service to clients and you are requiring people to get on a call with you to do this. Now, there's nothing wrong at all with requiring people to get into a sales call with you, but think about the information that's available to people before they do this. I've looked at hiring people for various tasks. 

12:47 Some websites have basically just been like book a discovery call with me and I don't even know what we're going to be talking about in that discovery call. There's not enough information at all to give me an indication that this person would actually be A offering what I need them to offer, B like a right fit for me and C maybe even within like the guide price range that I'm thinking about. Now, I know if we're talking about prices in some services, you do need to actually be on the call, get the specifics. You create a specific quotation. A lot of times, though, people do have packages that they offer. If you've got those packages, why are you hiding them behind the need to get on a call with you? Is it because you are absolutely amazing at converting on calls? Then that's maybe a reason why to do that. 

13:48 But if you're amazing and converting on calls, are you potentially stopping a lot of people even getting on a call with you because they've no idea if you are somebody they can actually help that can actually help them sorry, you know, if they don't know so some services could range between a and ten thousand dollars and their budget might thousand dollars. If they can see from your website that you are going to be somewhere close to where they, you know, they need you to be, then it's probably worth them taking 30 minutes an hour of their time to get on a call and discuss things with you. 

14:30 But if they've no clue and you could be ten thousand dollars, then they're probably going to hop on that call for 30 minutes an hour with somebody else that they know could be a fit for them. So if you're hiding everything behind getting onto a sales call, people are very likely going to be going to other people who you know they've already got the information to make decisions, have understandings upfront. This is particularly the case if people are coming at you as a cold audience. So for example, if I'm looking for a copywriter and I'm looking at different people's web pages for copywriting, the people I'm more likely to actually reach out to you and hop on a call with are people who are giving me package price ideas. 

15:26 Are people who have examples of who they work with are people who have examples of the kind of deliveries that they share? I'm sure it might not be the hundred percent % of what I will pay in the end, but it gives me an idea. It lets me know if we're both on the same sort of page in terms of where we're at and what we're needing them in terms of whether I'm a good client for them and whether or not they're going to be a good fit for me. 

15:56 Because not only is it going to increase more people actually sort of inquiring about your services, it also is going to stop you wasting time on people who are, you know, the right fit. Which brings me to my next point is if the only option is for people to get on the discovery call with you, you haven't done anything there to filter out people who might not be a good fit for you. Can you put in a step before that that not only makes it easier for people to determine whether or not you're a good fit for them, but whether or not they're a good fit for you. 

16:33 Can you have a questionnaire, a form? And again, we don't want like something that's going to take up 20 minutes of people's time, but a few short strategic questions that prompt people to actually think about, you know, this is the kind of investment you're looking at and is this something that you're interested in? This is the kind of deliverables, Is this what you need? Is there any, you know, like things that prompt people to actually think about what they need as well so that when they are then taking the next step of getting on the call with you, they've already done some of the thinking. 

17:10 They might feel a bit more comfortable getting on the call with you, but you've already got some of that information yourself as well. So you're going into that call as well with so much more information too. 

17:24 But does it even need to be done via a call? I will be straight up honest i do a lot of my hiring via sending messages on social. Part of the reason I do this is I'm in a weird time zone and people's calendars rarely work out for me. But backwards and forwards on socials I can get my questions answered and you know, a time that's convenient for me people can apply at a time that's convenient for them. Also, a lot of people have anxiety about getting on calls with people because a call isn't just seen as getting information about something, seen as being something where you're going to be pressured to buy, and a lot of people are not comfortable being in that situation. 

18:11 And also in terms of being accommodating to different people's needs, are you actually able to offer that via a call? Or is another format going to be more accommodating for people with hearing difficulties, for example, people who need longer to process information, respond to things, people who need to visually see things in different ways? Are you being accommodating for that via recall? Or could you just as easily sort of go through the process with different formats? 

18:50 And another quick thing I want to touch on now is checkout so you've done all the hard work, people decided they want to buy from you. How easy or not easy is your checkout? One thing that can confuse people is if you have an add to cart system. So people have to add something to cart and then find the car and then go and buy it. Absolutely nothing wrong if that's the tech that you're using, but consider it might be unfamiliar to some audiences. Could you do anything to make that process simpler for people? Is there a way that you can add a little bit of an explainer of what's going to happen actually around the card itself, You know so click here to add to cart. 

19:40 Next, you need to click the cart icon icon in the top right corner and you'll be able to purchase your item. Just giving people a nudge, a little bit of a helper as to where to go to find out, you know, to actually purchase what they're wanting to purchase can help. Things like if you have tripwires and order bumps on your offer. So an order bump, if an order bump is set to default, so it's automatically adding to the price. Have you tested that with your audience? Some audiences are, you know, quite online shopping savvy, tech savvy and will know that all they have to do is toggle off the order bump and it will be the price that they're expecting to pay. 

20:29 Some audiences might see the order bump being added, not really realising they can remove it so think they've got the price wrong, or think there's an error, or just be a bit confused by the process. You might actually be losing sales by having order bumps automatically toggled on. That's something you probably want if you want. If you've made the decision you want to have the order bump toggled on. That's pros and cons for doing that, but make sure you've tested how it works with your audience. You don't want to be losing sales for the order bunk. You know, you want to get, you know, if people are going to get the order bunk, fantastic. 

21:12
But you definitely want to make sure that you're getting the initial sale you're not losing that initial sale because people don't want the order bunk. Again, with a tripwire, have you made it clear so people have clicked, they've purchased, and then you've got a tripwire page so the tripwire, if you're not familiar and somebody's purchased something from you and then they're immediately presented with a time sensitive offer, like in the next 15 minutes you can buy this for 15$ Have you thought about this from your customer's perspective? So is it clear after they've clicked purchase that they've actually purchased the item that they want, or does it just look like they're on a new sales page and something's like misdirected somewhere? Again, your audience will probably determine this a lot if you have a an audience that are used to seeing trip wires, this won't be an issue. 

22:08 If your audience aren't as familiar with trip wires, this could be confusing and it's not necessarily the best experience for someone who's first entered your world as a paying customer. So make sure it's clear at the top of that trip wire, you know, congratulations, you've just purchased XYZ. An email is on its way to you or you can click further here to get that. 

22:31 But while you're here, I've got an extra special offer for you. Also make sure it's clearly distinguished that what they've bought and what the trip wire is, are two different things. You know, you don't want people thinking that they've made a mistake and not actually bought it yet and then buying the trip wire thinking that's the original thing and then realising they bought two things and again, think of your audience. You know, some audience, again, are very savvy and won't have an issue with this some audiences won't be familiar with this concept. And that is something that does happen. And then you're going to need to deal with reforms or you're then going to have to hold people to a purchase that maybe they didn't want. 

23:14 You just want to make the experience as pleasant for people as possible. All right, I hope that that gave you some points to think about in terms of making things easy for customers to join your world, purchase from you all the steps involved. Thank you for listening and I hope you enjoy the rest of the summit. Have a great day and I'll talk to you next time. 

23:42 Bye bye.