In episode 13 of the "Der Conversion-Hacker Podcast" Jörg Dennis Krüger explains why just trying it out doesn't make sense and which myths you should refrain from.
TRANSCRIPTION OF THIS EPISODE OF THE PODCAST
My topic today is actually a sweep through the world of myths and legends and especially caveats of conversion optimization.
Because I've talked to so many store owners in the last few weeks and months and I've heard the same things extremely often. And I now know why so many stores don't scale properly. What do you mean by scaling properly? Well, I mean, with an online store like this, even with a small online store, you can already make a few thousand euros in sales a day - actually, even tens of thousands of euros in sales a day, if you just do a few things right. Of course, if you do, and that's the main problem I see with many online store operators.
Of course, if you immediately always somehow; "Yeah, I've tried it before. That did not work. Yes, that just doesn't work with us..", if you always play like a skeptic, then of course it won't work and why do you become such a skeptic. Especially because somehow an incredible number of online shop operators, especially in Germany, Austria and Switzerland - I see it very differently in the USA - a lot of online shop operators, try out an awful lot for themselves and are somehow always on the lookout for some tip like this better now goes to some little thing, some baam, how is there now somehow. But what they then forget is how complex trading and how complex online trading actually is. The best online retailers I see out there know their strengths and weaknesses and rely on outside experts or hire experts where they have weaknesses.
In any case, on expert knowledge and those who are not successful, they somehow try to do everything themselves and thus come to the problem that they get lost in their own world of thought. Because they try something out, maybe something that can work relatively well, but because they don't really know how to do it, because they're doing it for the first time, because they're just trying it out instead of really doing it right, it doesn't work.
And then they think, shit doesn't work, we don't do it. For example, how often have I heard in the past few weeks: no, Facebook advertising doesn't work for us. And Facebook advertising quite often doesn't work. You can do a lot wrong, but if you do it right, it just works. Really cool. I spoke to an online shop operator, who is also a customer of mine, who on some days really invests a five-figure sum in Facebook advertising, because the right products have the right target group, which has a deficit over time and then scale it up really cool can. Well, a point like that doesn't work for me because I tried it once. And mainly because I tried it wrong, I think this doesn't work. But then these trying shop operators have so many topics on the list where it says: doesn't work, doesn't work, doesn't work, doesn't work, doesn't work. That they no longer see their potential or just say: "No, I've already done that, period. Are not with me it's just a strange business it's just like that..
And quite often the basics are already done wrong. I can make the coolest campaign, the stingiest targeting on Facebook or the coolest keywords and so on. If I have the wrong images on Facebook, the wrong texts on AdWords or the wrong landing pages and the wrong products and whatnot, then it just doesn't work. And that's the reason why I've evolved yes and said never so conversion optimization with me only do A B Testing or we really only do it now here. How can we guide the users better through the store.
This is not working. I must conversion optimization as a 360 degree topic. Seeing so that I have the right foundation the right traffic then the users correctly lead but there also have several conversion goals in mind maybe I manage it times some traffic SEO traffic e.g. Not directly to sell but I need first of all some lead generation goal in between and if I have then made someone a customer then I have to play him also further properly.
How stores do I talk to that say hey we don't do a newsletter we don't have time to bullshit. Sorry. Newsletter to make is really not terribly effortful or. They do the newsletter but it's so close again. Yes, we have already tried many things. Yes but so right just not otherwise one would make with a large distributor of perhaps somehow 15 20000 or more recipients not out of a newsletter then somehow only 2000, 3000 euros turnover. Even if one promises discounts. Since I make yes here with my few people I write in my small distributors list I make a newsletter more turnover and if you do that right, then you can make with your newsletter just times 50 000 euros turnover so just happened to a customer who is always somehow afraid to send newsletters never knew so right, but built cool template we have put right products purely have sent the thing out at the right time and then has the store blood, because you just did it right. Well what ever.
What I'm saying in particular is, break away from this yes I've tried that before and break away from any guru tactics. I say though, I'm a conversion hacker. I do say I know that works in conversion optimization. But I don't want to be perceived as a guru who somehow says he's got the wisdom by the spoonful and can somehow with three, clicks with three strategies whatever make a job increase tenfold at once for himself but, conversion optimization is a process and a mindset that I have to embed throughout the company It's a learning process that I have to implement so that it really works.
And I have to teach that to all the employees who are involved in the process, and I have to keep asking, does what we are doing here make sense for the conversion rate, does it make sense for the user, because that is actually the question I have to ask, does the user like it?
if the user likes it, it's good for the conversion rate and good for the organic ranking and good for the quality score and good for all kinds of other advertising tools I have. And then my store works much better, but even small things can be problematic if I do them wrong. Then it just does not work.
And then I think, "Oh, my God, none of this is working. I don't even need to try that anymore. And it would have worked if you had just tried a little more. You can do it or if you knew how to do it right. But would have built up experience. You just have to know the right tricks so that it doesn't become an eternal trial and error. And then you can of course scale completely different. But I think with all the topics that I have already addressed are extremely many store owners extremely many online marketing employees and so on extremely overwhelmed.
I find that sad because the opportunity for their own online store is still as clear Amazon occupied huge market and sell on Amazon is an insanely exciting topic as before, but Amazon is not a topic to scale endlessly and, over a long period of time. Because Amazon will always try to get the sales to themselves or there are any factors that can sell at once no longer have the box and so on and there I am extremely dependent.
So I have to have my own store, and I have to do it right and I have to make sure 360 degrees that the customers find the right products at all right that the customers come to my store that the customers then buy the products that they get the products properly. That's so happy I collect reviews and then address them again and again so that they become regular customers and do not shop again and again on Amazon.
There is of course so much to it where I also have to think about how I can offer other advantages than Amazon but there are many many many proven concepts that you just have to implement if you just understand. What conversion thinking, what this, what this user-focused way of thinking simply is.
And then it actually works out piece by piece all by itself, because ultimately that's the secret of Amazon's success. Simply always thinking very strongly user-specific customer-specific. And therefore people buy there very gladly a different points. I find everything. The prices are good shipping is fast return is easy we suggest matching products and so on and so forth. I can do that much much better in my own online store in my own niche if I want.
And then I'll also be successful there and can soon scale my store to completely different dimensions. But I have to want it and I have to get involved in thinking specifically about users. So now I come to my surprise to my announcement to my whatever.
Because I realized yes stores need to be coached. I am coaching with so many stores and support them. I produce many Arning lessons so that the store this whole knowledge what is with me what I have from other stores. Simply also on demand can call and always look what could fit now. Always once again looking for a nice nugget for themselves and always have the complete instructions on how to implement it.
Have for example just produced a nice lesson on submarine strategy Marching a separate podcast to where I explain how to advertise as a store that may not. Maybe because I sell something like e-cigarettes or where I can't really advertise or teak products. How I can still generate customers with it about advertising just about social media advertising but no matter in any case. There I produce permanently what coaches customers. But the next step starts now and the next step is the Conversion Hacking Academy.
Quite simple concept but also mega quick-witted. Every month, a course starts at the Conversion Hacking Academy. And always with a maximum of ten people. The training goes three months and the first training starts on the first fourth 2020 with the first 100 people with the first cohort that come to me in the Conversion Hedging Academy. The whole thing of course is designed for distance learning but with live sessions with me not kind of just a pre-produced granular course but a really big blend. Blended learning from all the possibilities we have to make these ten people the right conversion and conversion hackers and because it really wants to kick off now the first ten participants have a 50 percent discount.
Info gibts on Pink Conversion point D. I write it again here in the looks's with rein fing conversion points or on my Facebook page or on the banner click. In any case. There's the info on 1. 4. gehts los. Attention You can't just book this. I talk with everyone. I want to understand where people stand whether they bring the necessary prior knowledge and so on.
That is the first step is simply to request a short conversation with me goes to the conversion and then we can decide together if fits together and if you fit in my course in my training. Conversion Hacking Academy Conversion Thinking Conversion Optimization done right so. I hope you take away from this podcast today. Trial and error sucks. You really have to know what you're doing. Trial and error sucks twice when you then think you tried something it didn't work and then you don't do it. Then my head really explodes when I think about it like that and the third step is. You have to learn and internalize conversion thinking, conversion hacking, conversion optimization properly.
All your employees relevant employees need to internalize it.And there are two ways and the best way right now is to sign up. For my first cohort in the Conversion-Hacking-Academy just go to Think-Conversionen.de. Or if you want me to coach you, just go to jdk.de, fill out the form and we'll talk about how I can coach you to make your job more successful.
Should not degenerate so much into advertising I would like to bring knowledge across here. But I hope the knowledge has arrived and finally again the secret of Amazon what you can use to make your job more successful. Just always think about what the user wants if you do that well then almost everything is in the bag.