Newsletter #3: Mastering trust, boosting customer satisfaction, and more… |
By The ClickFunnels Team August 24, 2023 Hey, I hope you've had a great week so far. While searching for sales and marketing gold to send your way, I stumbled upon something I think you might be interested in…
We're giving away a free ticket to Funnel Hacking Live!
All you have to do is enter your details here, and that free ticket could be yours! Russell is going to announce the winner live on FHTV to announce the winner on Monday at 3pm EST / 1pm MST.
It only takes a second, so submit your info, then get yourself back here and let's dive into today's nuggets…
WHAT YOU'RE ABOUT TO DISCOVER... - The #1 thing Google believes business owners should focus on
- How to boost customer satisfaction
- Brandon Forbes' 4 steps for 2CC
- Study uncovers why more people aren't buying from you
- A high-converting funnel built by one of Russell's top students
MASTERING TRUST: REDUCING THE SUBCONSCIOUS FEARS OF YOUR CUSTOMERS
Why aren't your conversion rates higher?
You have a great product, great marketing, and your sales page looks like it's been designed by Apple. Yet many of your potential customers still hesitate at the virtual checkout. Why is that?
On Monday, we discovered that Tony Robbins is crushing it with funnels. What is one thing Tony Robbins has with his audience?
Trust.
Research by Stellenbosch University in South Africa discovered all visitors to your site have three subconscious fears which stop them from buying from you. Calming these fears will increase their sense of trust and drive your conversions higher. Let's dive into them:
1. Psychological Fear: We all subconsciously avoid engaging in things that don't align with our self-image or may leave us feeling inadequate.
How to fix this: - Simplify User Experience: Ensure your website is intuitive and user-friendly. A clean, easy-to-navigate design helps mitigate the perceived complexity of purchasing online.
- Provide Detailed Information: Detailed product descriptions, high-quality images, an FAQ, and even a walkthrough of the ordering process can help consumers feel more confident in their purchasing decision.
- Showcase reviews from people like them: Reading stories of how people like them achieved a result they want helps convince them they can do it too.
- Offer Speedy Customer Support: Real-time assistance can make the buying experience less overwhelming and more personalized.
2. Social Fear: This is the fear that buying your product will lead to negative perceptions from the customer's social circle.
How to fix this: - Positive Social Proof: Use testimonials, customer reviews, and endorsements to demonstrate that your business and product are popular and trusted within various social circles.
- Be active on Social Media: Actively participating on social platforms helps to create a positive brand image and develops trust in potential customers.
- Encourage eWOM (Electronic Word-of-Mouth): Encourage satisfied customers to share their experiences online. This can be facilitated by creating incentive programs for customers who leave reviews or refer friends.
3. Financial Fear: We've all heard stories of people who have had their credit card details stolen after shopping online or paid for something only for the seller to disappear. What if the same happens when buying from you?
How to fix this: - Transparent Pricing: Make sure all costs (including shipping, taxes, etc.) are transparent to avoid surprising the customer at checkout.
- Guarantees and Easy Returns: Offer guarantees for errors and an easy return process to reduce perceived financial risk.
- Secure Payment Systems: Implement and promote secure payment systems, like SSL encryption, and display security badges on your website to reassure customers their information is safe.
- 3rd Party Social proof: Having positive reviews on 3rd party sites such as Google Reviews or Trustpilot will increase trust in your business.
These tactics can help reduce perceived risks and increase consumers' trust and comfort when shopping online.
Scan through your funnel and ask if you satisfy these three fears. If not, try adding some of the above (notice testimonials help with all 3. Referrals tick all these boxes too.) ZMOT: MASTERING THE ZERO MOMENT OF TRUTH
What if you've just implemented the solutions above, but your conversion rate is still not where it needs to be?
This piece of gold from Google will help…
In 2011, Google coined the term the 'Zero Moment of Truth' or ZMOT to denote the stage in the buying cycle when the consumer researches a product before making a purchase.
Research by Google uncovered that 88% of consumers perform online research before making a purchase. This has led many to believe winning at the ZMOT to be one of the most important things a business can focus on.
The key to winning at ZMOT is to provide the right information at the right time to sway the buyer's decision in your favour. That may sound difficult, but it's actually easier than you think.
If you're looking to purchase a new product, say it's an exercise bike, so you search 'exercise bike' in Google.
From the results, which site do you think most people click on?
Amazon.
But why Amazon? - Amazon appears in the top 3 results, so it's visible.
- It has a ton of options for you to compare.
- They give you all the information you need about each option.
- Amazon is filled with user-generated content in the form of reviews.
Amazon is a great example of ZMOT.
If you're a business selling exercise bikes, you're probably already on Amazon. But what if you're in another business, say coaching?
To become a master at ZMOT, follow these simple steps:
Optimize for Your Customers' Research: Find out what your potential customers search for during ZMOT and where they do that searching (Google, YouTube, TikTok, etc). Create content optimized for those searches and use either ads or SEO to appear front and center when the research occurs.
Leverage User-Generated Content: Encourage your customers to share their experiences with your product. Reviews, testimonials, and user-generated photos or videos can provide valuable social proof for the above step.
Provide Detailed Product Information: Ensure your customers have all the information they need to make a purchase decision. Give them all of the details about your product and provide comparisons against competitor products.
Build a Strong Online Presence: Many people now use a brand's social media presence as a form of proof. So, find out which social media sites your market visits most and have a brand presence there (filled with testimonials, reviews, and product info).
Ultimately, think about the questions your customers will need answering before they make a purchase, and make the answers easy to find. THE KEY TO CUSTOMER SATISFACTION So, you're the boss of the ZMOT, you've crushed the three fears, and customers are coming at you thick and fast. All this hard work can fall by the wayside if you don't have this next piece in place…
When done well, onboarding can be the driving factor behind sustainable growth.
It's not just fulfilling a promise, it's creating an open door to future purchases. It's a strategy that directly decreases churn and amplifies lifetime value while elevating user satisfaction and success rates.
It will even deliver an organic increase in customer testimonials and reviews.
However, very few businesses put any time or effort into it.
I don't expect people to suddenly drop everything and focus on this, so I'm going to give you the 11 best things you can add to your existing onboarding for immediate impact:
Keep selling the dream: Even after they've purchased, keep speaking directly to your customer's aspirations. Continue the persuasion.
Provide visual guidance: A picture is worth a thousand words. No one wants to read several paragraphs on how to get started. If you can tell them in images, do.
Keep selling the dream 2: Flaunt your customers' successes, especially the big guns. Keep fanning those flames. It fosters credibility and trust.
Make progress visual: A visual cue of the users' journey and endpoint fuels motivation and engagement.
Give them 'Aha' moments: The more quick wins and dopamine releases you can give them, the more they'll love your product.
Give them checklists: The psychological satisfaction of checking off tasks is huge. Pre-check one task for instant gratification.
Gamify your onboarding: Give users rewards and badges for taking the first few steps. These not only engage but also incentivize completion.
Provide comprehensive guides: Some people will want to dive deep into your product or service. Cater to diverse learning styles with a variety of content formats.
Create primer articles: Newcomers will appreciate basic guides. Aid them in mastering the subject and your tool.
Maximise your welcome email: This will probably be your most opened email. Use it to reinforce value, sell the dream, and encourage action.
Be proactive: Reach out to new users, answer queries, and smoothen the kinks in the user journey.
Your goal in creating a game-changing onboarding is to minimize user effort, maximize relevancy. If something isn't adding value, it's likely adding friction. Every stage should be optional, skippable, and lead towards their goal.
Onboarding is your chance to validate your users' decision. Make it count.
This is a webinar funnel built by certified funnel expert Jared Judge for Electric Violinist Tracy Silverman. Tracy teaches string players (violinists, violists, cellists) how to play non-classical styles on their instruments.
They're running FB ads to the funnel, and here are the stats: - Leads generated: 1,085
- MIFGE Purchases: 51
- Purchases from Webinar: 109
Check out the funnel here and see what you think.
Then, if you would like to speak to Jared about building a funnel for you, feel free to contact him at the Funnel Builder Marketplace here. Like many people, Brandon Forbes felt called to more but didn't know how to get there.
By 2021 he had tried 4 different businesses, a pool cleaning company, a t-shirt business, eCom dropshipping, and a marketing agency.
All 4 failed.
By 2023, he had turned it all around.
He launched an offer called Kingdom Coach, a coaching program for Christian online coaches who are either starting or scaling their online businesses.
With this business he:
- Crossed $100k/month in sales month 6 - On pace to do 2/million in sales in 2023 - Provides jobs to incredible team members - Getting clients life-changing results
What was the change that happened? Here are his 4 steps: Step 1: Submit your will to the Lord… more important than any business you will ever build is your relationship with God. If that's off, everything else is sinking sand.
Step 2: I humbled myself and dropped the ego - figuring out a business on your own is near impossible. Step 3: Reach out to a mentor and build a relationship with one. Step 4: Set a target and execute EVERYTHING your mentor tells you to do until you exceed those results. This is Brandon before and after…
 That's it for today. Keep an eye out for Monday's newsletter, when we'll be diving into how Coca-Cola used neuromarketing to create one of its most successful campaigns to date.
Have a great weekend, |
Not sure the best way to get started? Follow these simple steps to hit the ground running.
Step #1 - Get The Funnel Books: Step #2 - Get The Funnel Software: Step #3 - Online Training To Ignite Your Funnel: Step #4 - Connect With The Community: |
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