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TUNE IN TO HEAR ABOUT
- The importance of design versus optimisation
- Why you need to set your goals before embarking on the process of writing your sales page
- How to approach your sales page writing... whether you're a product or service seller
- Perry Belcher's 21-step Sales Formula and what you need to know about it
- The 5 Must's your sales page needs to have
- How to optimise your sales page
Gigi Is the owner and creative mind behind One6Creative - a collaborative creative studio with a passion for brands that stand out, and websites that convert.
She began her entrepreneurial journey in 2015, after leaving her corporate job as a Brand Executive for a consultancy in London. Why did Gigi leave, you ask? She knew she wanted to make a bigger impact and help creative businesses and fellow passionate entrepreneurs take their businesses to the next level by helping them shine as the experts they truly are.
CONNECT WITH GIGI
Flori Pyke [00:01:25] Hello and welcome to Episode 62. It's Flori here with you today. And today, I get to connect with Gigi. I'm not even going to try and pronounce your name so I'm going to let you pronounce it. I'm just going to call you Gigi, which is super catchy I love it, from One6Creative. So how do we say your name, please?
Gigi Davarashvili [00:01:48] So, my full name is Yevgeniya Davarashvili. But I don't think, I mean, please do get in touch if you can pronounce this. [laughs] I don't think people can. I don't think my husband can pronounce it. So, everybody knows me by Gigi.
Flori Pyke [00:02:04] Gigi. I love it. Now, I'm not even going to try and say Yevgeniya... Is that in Polish?
Gigi Davarashvili [00:02:11] It's Ukrainian, actually. Ukrainian. Well, my surname is Georgian. But I was born in Ukraine.
Flori Pyke [00:02:17] Ukraine. Yeah right. That's impressive. That's a name. That's a serious name. [both laugh] It's very long. It's a bit of a challenge to say. So, I'm going to stick with Gigi for today. So, Gigi, it's great to have you with us. And, I'd love to kick off by just, can you share with us a little bit more around you and what you do over at One6Creative? Because I was reading about exactly what you do and I think your best placed to talk about it, because it's pretty cool like you're doing something that's quite niche from the sounds of things. So, I'd love for you to explain it a little bit further.
Gigi Davarashvili [00:02:57] Sure. So, the official title I guess, I am right now a brand designer and web strategist. But One6Creative is an agency that focuses on conversion first and design second which is unusual for a design agency to say that "oh actually we're not going to concentrate on design, we're first going to concentrate on conversion." But, the reason why I chose this direction is because of my background. So, I had a very traditional education and the way my family was bringing me up. So, my dad wanted me to become economist or something like this or you know work in the finance sector and that was his goal but I ended up going into Humanitarian Studies and studied Sociology. But, after my first degree and my second degree I got like my dad said OK well you need to find this really good job, office job, climb the career ladder. You know do the whole shenanigans and I tried that. I landed a job as a marketing director in an education consultancy. And, it was amazing because I landed such a big job right after college. So, I was walking around with my head high being a marketing director. And I loved it. But I loved it. I loved it because it was a small consultancy and I had the chance to do so many things because at the beginning they were very open to ideas. But then because of restructuring and other things, I actually left the company after two years. Left a bit on a high note. Was a bit emotional. I left without like a plan B. And I remember I quit on I think February 4th, February 5th. I woke up in my PJ's by 3 p.m. I was still in my PJ's. I was like OK that's great but what am I going to do now? I decided to use my... combined my marketing skills with my creativity. So, I am a self-taught designer. I have no design background actually, didn't go to university for it but I am a very creative person with a strong marketing background. So, it was a lot of YouTube hours figuring out how, what design is and how to use design for conversion which a lot of designers aren’t doinepig right now. So, for us, at One6Creative it's not about making things just look pretty. We also want it to make some pretty good money for you because at the end of the day, we're all business owners and you need to ensure that your business does not only look good, but also brings home the good.
Flori Pyke [00:05:45] Yes. Totally. I love it. And, can I just jump in here and just say that what you do, started by saying this is very niche and I want to emphasise that because having worked now you know prior to embarking on this journey with The Elevatory, formerly known as Business School for Mums, I had a digital marketing consultancy. So, I've been wearing the marketing hat now for many, many years like six years and throughout this time, be it with a consultancy or now with The Elevatory, I've worked with many clients, students, you name it who have needed to revamp websites, create websites and it is very, very, very difficult to find a web designer who can wear both hats, right? [Gigi agrees] It is very difficult. I would say, I mean, we still have to like bridge the gap. So, we have our web developer and we have our brand designer and then we are the ones in the middle making sure that everything is optimised and over time of course our team has gotten really smart with understanding how things need to work. But even still, we need to audit everything and ensure that everything is optimised because as an online business, like you said, this is about bringing the goods and fundamentally, the navigation of your pages, how they're structured, everything is the clincher like that just really plays a huge role in like your cost per lead, your cost per conversion, how many students you get blah blah blah blah blah blah blah sales you name it. I love what you do. [Gigi laughs]
Gigi Davarashvili [00:07:32] Thank you so much. No, I definitely agree and I think more, actually more designers are going towards educating themselves and understanding how online business works and the analytics, the strategy behind it. It's amazing to see that because our whole world is changing. Everything is going online now. [Flori agrees] You need to kind of be able not to help your local brick and mortar but also all those amazing creative entrepreneurs for building a business online. So, yeah. I definitely see the trend. I definitely see more and more designers getting educated. So yeah, it's exciting times.
Flori Pyke [00:08:08] Totally exciting. OK. So, obviously, when we connected originally and you told me a little bit around what you did. I was like right we need to get you on. We need to tap into this genius zone of yours. [Gigi laughs] And, we need to talk about this further because I think it's certainly something that all of our listeners need to be across. And in particular, that comes down to really understanding the anatomy of a high-converting sales page. So, I'm really hungry to dive into this given that you're wearing all the hats. You know the brand designing hat, the optimisation hat. So, let's get into this and I think you know I just want to start really simply by asking you when you approach this say for a client, right, how is it that you approach writing a high-converting sales page? What are the steps that you take to do this?
ANATOMY OF A SALES PAGE
Gigi Davarashvili [00:09:00] Right. So, the very first things that I do with my clients when we start mapping their sales pages, as I said we put all of design aside. We don't even talk about design. I don't want to see their branding. I don't want any of that because I find that design just gets in the way. And then, clients just want to or are so compelled to just focus on making things look pretty. [Flori agrees]. And, they forget about the fact that we first need to put as I said the anatomy, we need to put the bones in place before, this is a very big metaphor, before putting the skin on, before putting the make up on. You first need to create the skeleton. So, the first things that I do with my clients is firstly we talk about... We spend a lot of time talking about their goals and objectives. What do we wanted to achieve in the first place? What's the purpose of this sales page? We need to ensure that we have a crystal-clear understanding of the target audience. And I know that maybe for some listeners who are a little bit more advanced, this may sound a bit basic but you'd be surprised how many people just decide to skip over these steps and dive straight into you know going into WordPress or whatever platform you're using and putting all of this together. Before you even start writing any copy, you need to, as I said, identify your exact goals and objectives, have crystal clear understanding of your target audience, or ideal clients, whatever you want to call it and ensure that you have a concise and compelling offer. So, ensure that you know exactly what you're offering, the price that you're offering it at and the different ways that, you know it is going to be a one-off payment or membership or a subscription. You need to know these things before anything else because this is what's going to determine all of your copy, the structure of your sales page and everything else because if you decide to just wing it then this is just going to cause misalignment between what you actually have on your sales page and what you want to achieve. So, some of the things when it comes to your ideal clients for example, some of the things that you want to...So, I'm not going to dive in into how to build your ideal client avatar because this is easily found online that you basically... [Flori says "We have a podcast episode around this, by the way."] Exactly. So, go listen to that. [both laugh]
Flori Pyke [00:11:25] Exactly. I'll have a look at what it is. Whilst you dive into these insights, Gigi. [both laugh]
READ THIS BEFORE YOU START WRITING YOUR SALES PAGE
Gigi Davarashvili [00:11:33] But, what you need to think about when it comes to your ideal client is what are the objections that your ideal client may have when buying your product or signing up to your service? So, what are the things that are going to stop them? Is it going to be price? Is it going to be convenience? What are all of these questions that they're going to be asking in their head when they go through your sales page and they think about purchasing your offer because these objections, then you will frame them on your sales page in a way of testimonials or FAQs. We'll cover this later on. Talk about it a bit more. But this is probably the most important thing you need to think about when it comes to your ideal client. And, in relation to your goals, why don't you sit down and think what was the primary objective, I mean, I know the primary objective of a sales page is well to sell obviously. [laughs] But, you need to make sure you set some strong KPIs, key performance indicators from the very beginning. So, what's your sales target? How much do you want to make pre-launch? How much you want to make one week after launch? Write it down on paper to have an idea in your head because it's so much easier to then after launch go back to your KPIs and see OK, well, I didn't reach my target. What can I change? What should I adjust? All of these. So. in brief. these are the questions you need to be asking yourself before writing your copy or before even thinking about the structure of your sales page.
Flori Pyke [00:13:12] Yeah. No, I love it. I think when you talked about... I'm still looking for the podcast episode, which I will find.But, couple things that really, I agree with everything. Couple of things that really, I was like amen to that was yeah, literally when you were talking about knowing your avatar intimately so that you can write effective sales copy. I mean, we just delivered a live training weekend to our students and to a few guests and I can't tell you enough like when I was talking around marketing plan, your sales strategy, your sales funnels. It's like I just kept coming back to this resounding message which was like you guys, you really need to get to know your target market intimately, get into their heads, into their hearts and to resonate with them. Because it's the copywriting, it's the words that you use that's going to draw them in, feel understood, heard under like the whole nine yards. So ..
Gigi Davarashvili [00:14:06] Absolutely. Yeah. Because you know sometimes it's like when you stumble on an ad. I mean like how did you get into my head? This is exactly what I was thinking. And sometimes I feel like you know my phone is listening and there the exact words that I use. And that's like when I see an ad like this, definitely I'm gonna click and see what they're selling. Definitely, I'm going to learn more about the brand then most probably I'm going to purchase. So, it's so important to know your ideal client inside out and make sure that, I mean even for example if you have two target audiences, then go ahead and split test your... Create two versions of your sales page. Create two different ways of, two different tones of voices on your sales page to target both of them because if you know you can’t target for example men and women as effectively with the same language, men and women may have different objections. So, that's why I'm saying you need to know your ideal clients inside out.
Flori Pyke [00:15:06] Yeah. No, I love it. That podcast episode by the way is Episode 6. Anyway. [both laugh] It is a good one. It is a good one and it is one that literally really goes back to what we were saying, like for those listeners who are further along but who think they really know the avatar inside out, chances are unless you've really fleshed this out and written it down and done some research, you probably don't know them as well as you think you do. So, I definitely think it's worth a listen. The other thing I loved was you mentioned KPIs and setting goals and we're so big on that. Set some goals for yourself. Write them down. Have them in front of you. Keep going back to it. Like the more that you can tangibilise this stuff and really manifest it like the more that it's gonna become more real for you. Honestly, like and so I really like that. OK. Cool. [Gigi agrees] Thank you. That was great. And one thing though that I was thinking whilst you were going through this was obviously our audience is a mix right. We've got service sellers and we've got product sellers. So, I would love to understand like how do you approach a sales page differently for instance for a product seller versus a service seller?
SALES PAGES FOR PRODUCT VS SERVICE SELLERS
Gigi Davarashvili [00:16:18] Oh that's a good one. So, I think for me the basic anatomy or the structure in simple terms of a converting sales page and the rules that you should be following are pretty much the same whether you're selling a service or selling a product. But there are some differences that I think are important to outline. So, for example, I believe that maybe it's worth taking a step back and saying that usually you have long form sales pages and you have short form sales pages. So, basically the explanation is in the words, one of the long sales page which is one of those pages was where you scroll, you scroll and you scroll and the other one is a shorter one. Doesn't mean it's just this one screen. It can be multiple scrolls but it's a much shorter version of a sales page. [Flori agrees] And my reasoning is that I believe that a short-term sales page is usually better for physical products or lower end offers. So basically, service or product that is just a lower end, less money, smaller offer. The reason is because you don't usually need a lot of content to convince your visitors to purchase when you have a product actually. It has been proven that getting people to purchase a service takes much more conviction and effort than purchasing a product in a way that us people think. And even when it's a membership service, so when it's a subscription it takes even extra, more extra effort to get us to sign up or purchase. So, something to consider there as well. But yeah, for a product or a lower end offer, it usually doesn't take as much content to convince your visitor to purchase. So, you don't need to have long form sales page for that. You can convert them quickly and be more straight to the point when you outline your offer and the key benefits of your product. But, the issue with short form sales pages is that you may have to leave out some information that might otherwise actually convert customers. So, there's always gonna be a couple of people that are like "hmmm I wish I had a little bit more information" and are a bit too lazy to go and research themselves or they may still have some questions that are not covered in the short form sales page. So, that's where long form sales pages, the longer versions are actually a good fit and they're especially powerful as I said when you're selling a complicated product. So, if it's a program, for example, when you need to outline all of the modules, all of the different sections or if you're selling a workshop or a retreat, it’s really important so that your visitor has all the extra details, all the extra information they need and you cover all of their objections and all of the questions they may have on the page rather than them contacting you yada yada. So, I think that the main difference between service and product because at the core they do all follow the same rules and the same structure and the same anatomy but long form sales pages are basically better for more complicated offers whilst short form for e-commerce, for products and low end offers.
Flori Pyke [00:19:44] Yeah. No, I love it. I mean, I think like everything you're saying is so on point and it really speaks to like the psychology of purchases you know and exactly like you said like a product that's not very expensive is a low involvement decision like we don't need to go and source a great deal of information in order to facilitate that decision whereas like you said product that is really expensive, that's a high involvement decision like we need to understand the features, the benefits, the pros, the cons. We really need to do our due diligence in order to be able to confidently proceed with that decision. We're going to really evaluate all of our alternatives and as part of that we're going to information search prolifically so... [Gigi agrees] I totally agree.
Gigi Davarashvili [00:20:33] I have a great example today actually where I needed to buy two things from Amazon. One of them was MCT oil for my bullet-proof coffee [Flori laughs] and just putting it out there and the other one we needed a new... I don't know, do you say Hoover in the States as well? [Flori says "A Hoover?"] Yeah. It's a vacuum. [Flori says "I'm Canadian. It's OK. I won't take offence."] It's a vacuum cleaner. So, basically, I was researching both of them and the decision in purchasing an MCT oil was like it took me two minutes. I just clicked... [Flori says "Yeah because how much is that?"] It was like 18 pounds. You know like 20 bucks or something this year it was like oh well whatever if I don't like it and you know it's not a huge loss. But I spent maybe an hour and a half looking at different vacuum cleaners and I still haven't made my decision because I need my husband to get on board and do the very you know engineer review of all of them. So, I think this is a great example of the difference between the lower and then the higher end offer and how our brain works and how much more as you said due diligence we're going to make when purchasing something bigger.
Flori Pyke [00:21:47] Definitely. And, have a think and maybe like whether you have an example now or at the end. Like I'd love to, for our audience, like it'd be great if you have any examples that you can allude to around great product or service sellers out there that you think they're doing a great job with their sales page. I mean I feel that we're actually optimising ours, but over the last four years we've learned a thing or two and I definitely think ours is not bad but I'd love to hear any ideas or examples that you have that you've come across that you're like dang that's really good or maybe even ones that you've written that you're really happy with so that our audience can relate to it?
Gigi Davarashvili [00:22:26] Definitely. Well, the problem with the, as a designer, with sales pages that we create is that if it's not an evergreen offer that is just out there all the time, when it closes they just disappear like we spent like a month working. This just hurts. But I can definitely fit some examples together after the podcast.
SHORT FORM VS LONG FORM SALES PAGES
Flori Pyke [00:22:49] Yeah. That'd be awesome. We can put them in the show notes. Yeah I'd love that. I love that. Let's do that. OK. Beautiful. Now, moving on I wanted to ask you something because when we embarked on our journey and started to write long form sales letters or copy and some might call for our programs, I came across Perry Belcher and I'm sure you've heard of his approach. [Gigi agrees] It's the 21-step sales letter and in the beginning, we were very prescriptive around following every single step and look, over time we've really made it our own and taken on board what we feel resonates with ourselves as well as our audience. But I would love to hear your take on the 21-step sales letter and also how long is too long. Because, can I just say some sales pages especially coming from the US I find, and it's not like finger pointing. It obviously resonates with the audience there. But I find they go on and on and on. Yeah. And I'm like are you serious? Whereas here in Australia that is not fly. Like a bit long yeah but not like, I mean these are like it's like it never stops the scroll.
Gigi Davarashvili [00:24:03] I know I've seen those and to be honest it says a lot. I'd love to see the stats of these pages [Flori agrees] and see at what time do people just decide to leave? Because it's sometimes like OK well you know I'm tired of this I'm not going to click anything. I don't want to give you anything but Perry is a pro. Perry is an absolute mastermind when it comes to converting copy and anything digital marketing. I love what he does. And, I know that when I was starting out I kept referring to his work and what he does because he is a big inspiration in this industry and I've personally used his 21-step formula and I still refer to it sometimes as a little refresher and see if he added anything new. And, I always recommend it to those who want to DIY their sales page for the first time because I'd much rather, if a client can't afford for example to work with me or I can't get them into my calendar, I'd much rather refer them to a really great resource and get them to DIY sales page that converts rather than letting them just say no and go and figure it out by yourself. So, I definitely think that his 21-step formula works. I think it's a great starting point but I'm not gonna go into detail all the 21 steps. You can Google it. But I love that you said that throughout like with time you changed it and you adapted it to make it work for your business. Because at the end of the day it's a formula but it's it doesn't mean that it works for all. [Flori agrees] It's guidelines, something that you need to, you can refer to if you're starting out or you need to have some inspiration but there are definitely things that I believe can be taken out especially if you're writing a short form sales page. So, first of all, you can always like say something in a much more concise and shorter away. Whatever you're writing, there's always a shorter way of saying it. But the point is, if I remember correctly, I think I wrote them down somewhere, the points the steps that I think for short form sales page you can actually skim over and decide not to include is Step Nine which is future cast. And Step Twenty which is called give a warning so it's all about what's going to happen if you do not take action. Your life is going to end. This is your one and only a chance to cure some things. Like really is it my only chance? [Flori agrees] So, again think about your ideal client and you know try and read your sales page from their perspective. Even better if you have a past client or if you have someone in your entourage that fits your ideal client profile before launching your sales page, get them to read it and if they say "listen, this doesn't work for me." Then cut it out because as we're writing our own copy, we think we know better. We always think that oh yeah that's totally what they want to hear but maybe it's not. We can't know for other people for sure. So definitely get some people who fits your ideal client profile to read it beforehand and get their honest opinion if they think it's crap then cut it out. Just cut it out.
Flori Pyke [00:27:40] Yeah. No. I love that. I think it's so true and I think for listeners, I think I love that you said you know it's a good reference if you're starting out that 21-step sales formula or letter that he has, like Google it. If you need to DIY this right now because you are starting out it's a great tool to reference and there's tons on Google around it and it's yeah it's just it's a good guideline. [Gigi agrees] OK. So, speaking of that. Perry Belcher, obviously, he has a very formulated approach, right? Twenty-one steps. But I'd love to understand from your perspective you know what sections you believe are like you've gotta have, right? Like what do we have to have on that sales page? Can you take us through how you approach that?
THE 5 SALES PAGE MUST HAVES
Gigi Davarashvili [00:28:31] Yeah. So, I think the steps that Perry outlined, they're all pretty strong but if I were to really undress the whole thing and keep only the essentials, I would say there are five things actually that you really have to have. The first one is the one that people actually get most stuck is a strong headline. Well, a strong headline and subheading. This is where most of my clients get stuck in this like the very first thing on your page and you know sometimes, they get stuck there for hours. I tried for the whole evening to put together a heading and just doesn't work. First of all, do not write your heading until you're done with your sales page because until you're completely done with the whole copy on your page, it's gonna be super hard for you to come up with a heading that summarises the whole thing. [Flori agrees] Very often we come up with some genius ideas halfway through the page and end up having to change the headline five times. And, it's a nightmare because every time you come up with something better. So, leave it until the very end. And, when it comes to... The main thing when it comes to headlines is that they have to be yes, they have to be short and straight to the point. But most importantly they need to encapsulate your ideal client's pain and your product's reward at the same time and that’s the hard bit because in one short sentence they need to feel the pain and understand that you can provide the solution. [Flori agrees] So, but yeah, as I said do not write it until you're done, until you actually know what's going to be your offer at the end. There, it's very possible that your offer is actually going to change throughout you designing your sales page. The second element is problem solution. So, after you have your beautiful headline and your subheading, the first thing you need to do is dive like really dig the knife a little bit more into your ideal client's pain point. So, you need to write, you need to think about what problem is my client currently experiencing and show empathy for your client. So, I think this is something that's a lot of people forget. It's not just about saying you feel like this and it sucks. [laughs] Show a little bit empathy and get them on your side. Say that you understand how it feels. It must feel horrible. And, once they're open-minded and once they feel understood and they feel like "oh OK, these guys may know what I'm going through." That's where you hit them with the solution. [Flori agrees] And, it's important to note we're not talking about your product yet. Your product is a solution but we're talking about solution as in well it wouldn't feel really great if you couldn't sort this out. So, you’re basically like the light at the end of the tunnel where you're like oh yes there might be a solution after all. Once they're open-minded as I said the third element. That's where you hit them with your product. So, after problem solution that's where you finally show them your product and talk about it in more detail. Talk about your product, service, whatever you're offering. You talk about the key features, benefits of your product but in a very ideally in a very visual way. So, don't write a long paragraph about how awesome your I don't know your iPhone case is. [laughs] I just have my iPhone here. Very creative thing here. But, use bullet points or create some icons. It has to be very visual and very easily readable. So, outline your product's features or benefits right after you talked about the problem solution. After that, you need to do some a little bit of social proof and that's where your objections happen [Flori agrees] because as soon as your visitor sees your product, the very first thing they're going to think of is I don't want this, don't take my money. It's very rare that our brain... The reason I'm talking about my brain that I studied neuromarketing for a very long time and basically my thesis at college was on neuromarketing and understanding how our brain reacts to different buying behaviours. So, the very first thing when parts of our brain that light up when we see a product when someone is trying to sell something to us is uh uh I don't want this. [ Flori agrees ] Don't take my money. Even if you think that you want it, your brain is like are you sure? We have bills to pay and we have this. Do you really need those shoes? But your heart is like. Yes, I need those shoes. [Flori says Correct. Yes, We're lead by emotion.] Exactly. Exactly. But our brain actually makes us realise that oh no we have responsibilities and bills to pay. We cannot afford this. So, when your visitor is going to see your product for the very first time even if it looks amazing, even if it's beautiful and emotionally they're very inclined to purchase it, their rational brain is going to be like uh uh we don't want this. [Flori agrees] We don't need this. So, this is where you need to start covering all of their objections, all of those things that the rational brain is telling them as in it's too expensive. Can you afford this right now? For example, if you're selling a fitness program for example. Do I need to start this ASAP? What if I'm going on holiday? What if I'm vegan? You know all of this type of stuff? So, they're going to have tons of questions and in the next few sections that's where you want to frame their objections. When you do this is with testimonials. It's by showing testimonials of other people and showcase it basically in the testimonial. You need to show the objection and how your program or your product or service help them despite this objection. So, again if it was someone, I'm going to go back to the idea of the fitness program, if they're thinking well what if I'm vegan? Can I follow the meal plan? Or you know the program. The testimonial should read "I wasn't too sure if they're vegan meal plan will appeal to me because I'm a picky eater. But actually, the results were amazing and I lost this amount of weight.", for example. I mean I'm just thinking on the spot. But this is how you should approach testimonials. And then, you should do the same with your FAQ. So, the Frequently Asked Questions section is not about what you think are the most important questions. It's again going back to your ICA's objections and answering their questions in the FAQ. So, they don't have to contact you. So, usually this is a great section to cover things about money, refund, stuff like this, important things. And, the very last thing, it's not one whole section, is actually something that needs to be throughout your whole page is the CTA, the call to action. [Flori agrees] So, you need to spread your calls to action throughout the whole page. It's very important that every call to action has this same action. So, don't use different buttons with different... I've seen this. For us, it sounds very obvious but I've seen it all. I mean sometimes I've seen CTAs where every single button takes you somewhere else and feel like what are you doing. What am I supposed to do? What's the purpose here? So, make sure that you have a very clear set of call to actions on your page. If that means taking, for example, in some cases would even take down the navigation of their website if the sales page sits on the website so that we avoid people clicking through their portfolio or their services and stuff like this because we want to keep them on the sales page so that's the final most important element of a sales page.
Flori Pyke [00:36:52] I love it. I love it. Can I just talk as well add a little like because I see this a lot amongst our students and we talk about a lot. There's a lot of things to consider as you forget things from a brand standpoint like just how it's so important, right, that your call to action button, that the colour that you use for that button really pops on the page right because it's like and that you want to be consistent in using that colour throughout the entire website so that you start to kind of indoctrinate your audience that when they see that colour they know it's either an important [Gigi says ‘that connection]. Like that's right. Like I gotta take some action. So yeah I love that. OK. So, I'm just gonna recap on those five things because I just wanna make sure that our listeners have got this. I think you know you covered so much gold. So, you mentioned having a strong headline and sub-headline and to focus on writing that once you get to the end of writing the rest of the copy. Also, to present the problem solution as point two. Then, showcase the product as point three. Point four you mentioned using social proof and FAQs to objection handle. And then point five make sure that you've got consistent CTAs calls to action with a punchy colour sprinkled throughout the sales page. So, those are kind of like the five essentials, right? [Gigi agrees] OK. Love it. OK. So, we've talked about the sections. What about optimisation? What do we need to bear in mind? And you covered already one thing which I think is such a great point which I see overlooked a lot and that is to get rid of the menu bar because they're on your sales page. You don't want to make it easy for them to leave. So, get rid of it but what else should we consider from an optimisation standpoint, Gigi?
SALES PAGE OPTIMISATION TIPS
Gigi Davarashvili [00:38:40] So, I think the first thing again I'd love to take you a step back maybe and think about the copy in general because copy as a whole on your page is a huge optimisation tool. [Flori agrees] So, a lot of people unfortunately still make some crucial mistakes when it comes to copy on their sites or in the sales page. The number one rule is that less is more whether you're writing a short form, a long form page. It doesn't matter even if you have a super like 10 minutes crawling sales page. Don't do that but even if you do, make sure that less is more. As I already said before there's always a way of saying things in a shorter way. So, make sure you're concise, you're straight to the point and take out the fluff. [Flori agrees] Don't fluff it up. Nobody likes to read a long paragraph. I mean show me a person that likes to read books with long descriptive paragraphs that go on and on about all the shades of every single leaf on the tree. No, we want to get straight to the point into the action, right? So, make sure your copy is concise, straight to the point and speak in your ICA's language. Don't speak in your own language. Your language maybe different. [Flori says "Is IC ideal customer?"] Yes. Ideal customer avatar.
Flori Pyke [00:40:06] Yeah. OK, just making sure. Yeah. Yeah. We're talking the same language. [Both laugh] Yeah OK.
Gigi Davarashvili [00:40:12] So, speaking your ideal client's language. Because if for example you're making I don't know baby clothes and you're not a mum then you can't speak in a mum's language without knowing what they've been through. So, make sure that you speak in their language. Think of their values. Think of what's going through their head. And as I said, ideally get someone who fits your ideal client's profile to read or even to talk to you to say what type of I don't know what jargon do they use. [Flori says "Do some research."] Exactly, research, research. That's very important. And, make sure that your concept is scannable. To be honest, as horrible as it sounds especially when it comes to copy, people don't read websites anymore. They scan them. So, they're just looking for the things that they want to find. That's why I said when you want to outline your product features instead of writing a paragraph describing how great your product is, just put six bullet points with each feature with a little heading and a one sentence description of that feature and do six of those because that's so much easier to scan rather than reading a paragraph about all of the six features, right? [Flori agrees] As I said make your content scannable. Bold out the parts that need bolding. Emphasise and use different colours if you need to. That's very important. So that's when it comes to copy. That's some of the small guidelines. When it comes to more different tricks to optimise, the first one I mentioned is take down your navigation menu and I remember some of the clients were shouting to me "what?! It's not going to look like the rest of my website." That's fine. Nobody cares to be honest. You just have a button at the top. I'm very straightforward. [Flori says "No I love it. We're speaking the same language I'm with you."] Have a button on the top of your page that takes you back to home page and that's it. You don't want people to navigate away from your page and that means also throughout your copy, don't have external links that will take your visitor away from the page. Sometimes, people who have blog like "oh if you want to learn more about the service. I also wrote this blog post." Well, now you just, you know you've redirected your visitor and the chances of them coming back to the sales page are very minimal. Same thing with social media links. I know it's very important to have social media links everywhere but not on your sales page. You want them to focus on what's in front of them. [Flori agrees] Then, you want to ensure that all of your buttons are trackable so that you can actually track the clicks, the link clicks on each of your call to actions. This can be done in a number of ways whether you install Google Analytics to it or if you're not really tech savvy you can use your URL shorteners like bitly. And then, there's this other one. But, you will need to find a way to see which buttons work and which don't because you're going to have a couple of CTAs on your sales page and you want to ensure, you want to see which ones are placed correctly or maybe people are scanning through some of them and are not paying attention which are the most popular. You can use different wording on your CTAs. It doesn't always have to be Buy Now, Purchase Now. [Flori agrees]. Be creative and again show empathy. Speak in your ideal client language. Try different versions. See what works. Again, for me, I think a sales page you can just create a sales page. Let it run and sit back and wait for the money to come in. When you're launching a product or service whether it's your first launch or your test launch it doesn't matter every single day or every single hour you need to be sitting there and analysing what's happening on your page. There are services for example, the app now came out of my mind, I'll send you the link after this, basically where you can analyse the hotspots on your sales. [Flori says " Yes. Hotjar."] Now, what that means... Hotjar. Thank you. See? Yay! [both laugh] It basically helps you see where your visitors like, what parts of the of your sales page visitors are getting most time on and this is super valuable because it shows you that the parts that maybe just take out because actually the less intense the less content you have on your page, the quicker the conversion might happen. [Flori agrees]. So yeah. I think apps like Hotjar are super important for converting sales page as well as the other little tricks that I mentioned previously.
Flori Pyke [00:45:04] I love it. Now one thing also just to throw in there because I feel like a lot of people miss this step as well and yet it's so important like increasingly everyone is purchasing on their phones or opening emails on their phones, making decisions on their phones and so often right we get caught up on how things are optimised on desktop without seeing how they're optimised on mobile. And yet 80 percent of your traffic might be coming... It'll definitely be more than 50 percent no matter who's listening. I can assure you it will. You know of course to varying degrees but it will be more than half the people are looking at your sales page on their mobile so you need to make sure that it's mobile optimised.
Gigi Davarashvili [00:45:45] Absolutely. Actually, that's probably the number one most important thing that you need to do. I'm pretty sure that now the traffic is about 85 percent. I know that from my own Google stat in Google Analytics I checked them this morning. 93 percent of my traffic comes from mobile which is crazy. And, actually 10 minutes before our call I got a message on Instagram from a follower that told me ooh by the way you have a broken link on your site. I started sweating like crazy. [Flori laughs] What?! As a web designer it's like no go. We're all human. We all make mistakes. We all have things happen. But definitely 93 percent of my traffic comes from mobile. Because actually, Pinterest is my number one traffic source and people usually you know when especially when they're travelling and stuff like this they're always on Pinterest and on their phone. So yeah. That's very important.
Flori Pyke [00:46:43] I love it. No, no, no, no it's good. I mean there's so much to consider. This is the thing, right? Things slip through the cracks because do you know what like if it was easy we would you know, everyone would be absolutely nailing this stuff. But it's not. There's so many moving parts and so many moving pieces and it's out of today also you like you shared so much and I think for our audience if you're embarking on this journey for the first time running a sales page like listen to this episode and write notes because [Gigi says "a lot of notes"] a lot of notes... You know and create almost like a checklist for yourself of the things that you need to consider because there's a lot, right?
Gigi Davarashvili [00:47:21] There's so many moving components of a sales page, a lot of them, so many. But with every new sales page I definitely learn and I adjust and you optimise new things. You try new things. Something works. Something doesn't. Totally fine because what works for one person might not work for your offer and it's OK. It doesn't mean that you're doing something wrong, just you have different target audiences. And actually, I'll just quickly say within a really funny story when you mentioned optimising for different screens. My grandma recently told this story about how long, long time ago when she was watching one of those infomercials on TV. It was long time ago. She's in Ukraine and she was watching one of those I think was an American program that was really bad translation so she couldn't understand half of the things they were trying to sell to her. But, in any case they had these plates and basically these beautiful plates that she wanted to get. And she called the number and she ordered those plates on the phone and when they arrived, plates where round and she thought they would be oval and she flipped out because she couldn't understand why... She was telling us I was sure that you know I ordered oval plates. They were definitely oval. It's hundred percent oval plates and they arrived round and she called the company and she's like I ordered oval plates and you sent me round plates. And basically, what happened is that she had such an old TV that the image was super stretched and she thought that the plate, bless her, she thought that the plates were actually oval. Nobody could understand what was going on. But here, it's a problem with you know they weren't optimised. They weren't optimised for different screens. Then they had to deal with my angry grandma. You don't want that. [Both laugh] You don't want to deal with my angry grandma. Definitely optimise your sales page for different screens.
Flori Pyke [00:49:28] Yeah. No, I love it. It's a great story. All right. Well, look. Thank you so much, Gigi. You have shared so many powerful insights today. This episode has been really packed with so much gold. So, thank you. And you know on that note, for our listeners, can you share a little bit more around where they can find out more about you or if you have anything you want to share in particular with them that would be of value. We'd love to learn more.
Gigi Davarashvili [00:49:57] Sure. Well, I'd love to become friends on Instagram. That's where I hang out most. There are a lot of behind the scenes of running the agency and what's happening in our little creative world so you can find me at One6Creative. One is written as letters and 6 as a number. Thanks to my hubby for coming up with a super creative name for the agency. But I'm sure you'll put it in the show notes. It's going to be much easier and if you want to find out about what we do at One6Creative, you can come and visit our site. Everything is out there. We actually are planning to launch a huge library of resources for creative entrepreneurs in fall. But you can jump on the waitlist if you want to which is also on the website. Just to be the first to know and to get a little extra bonus for being patient and super kind and jumping on the waitlist. It's all about helping creative entrepreneurs run their businesses more efficiently. It's gonna be an amazing library of really great resources for you guys.
Flori Pyke [00:51:01] Love it. OK. So we got to look out for that and just a caveat. So, Gigi is in the UK. So, her fall is our spring here in Australia. So, that's around the corner. It's around [Gigi says "Just around the corner."] That's right. So, get excited. All right. Love it. Now for our listeners, to get your hands on the show notes and for those links, head over to theelevatory.com/podcast. And Gigi, bit of a parting thought, can I put you on the spot here? We always finish an episode with a parting thought so I'd love to hear from you. Anything you want to share based on maybe something we've discussed or just business parting thought.
Gigi Davarashvili [00:51:43] Definitely. I think at least based on my personal story and not coming from a traditional design background and not going to you know to design school and to be honest I had, all odds against me for running this particular business. I want to leave you with a thought that is it's never too late to start. And don't be afraid of starting just because you don't have the background right now or anything like this. If you knew the amount of people, amount unfortunately of designers that criticise me because I'm not a designer by trade. I am a designer by trade I mean by diploma, I guess. I had people telling me that. And you know, well I didn't say very nice things to them back because it doesn't matter. I still managed to build a very successful business that I love, helping clients that I love, doing what I love and living a life that I love. So, if there is something that you want to do with your life. If there is a skill that you want to learn. If you have a business idea please try. Please give it a go. Don't sit there and hope that what could happen, what if. You don't want to live a life in regrets thinking what if. Give it a go. Try. Fail if you need to fail. Learn from your mistakes. Learn from your failures. Actually, I don't like the word failure. I do believe that every single step is an experience and a chance to learn. [Flori agrees] Learn. Explore. Grow. Try new things and live a really exciting life.
Flori Pyke [00:53:25] Oh gosh. This is so much good to this whole entire episode. So much truth.
Gigi Davarashvili [00:53:31] That's the thought that'll leave you at 1:30 A.M. in London. [laughs]
Flori Pyke [00:53:33] I know. Can we just say, Gigi is a legend because she... As I said, when we came on, I was like you should have told me to come on earlier with you. But it's well now it's 1:30 A.M. for Gigi in the UK. So, thank you for being an absolute trouper. It's been epic. So, thank you. It's been lots of fun. [Gigi says "Thank you for having me."] All right. Lovely. OK ladies, now that is a wrap. And as always remember to elevate your business game.
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