The Pe:p show CX Optimization Agency Message Testing Blog Search Start 7-day trial for $1 Minidegrees Marketing courses Teams Community Resources

The Pe:p show

YouTube show by Peep Laja where he discusses optimizing life and business.

How can you make Facebook Advertising work for B2B? I sat down with Curt Maly, Facebook Advertising Expert @ Black Box Social Media, and he says: it is all relationship building. Instead of just asking people to buy your stuff, we want to engage them with relevant, high-quality content in the way they want to learn. The key is leaning into the Facebook algorithm to deliver the right content at the right time.

video

Keep reading

How do you become a great copywriter? Do you blindly follow copywriting best practices and what people say online? I scoured the internet to find 12 things people say you must do and ran them past my friend, Momoko Price one of the best conversion copywriters out there. You’ll be surprised to hear what she says.

video

Keep reading

Should you redesign your website? Probably not. In this episode, Peep discusses reasons why people choose to redesign websites and how these reasons usually cause the project to FAIL or can fail due to poor management. Don’t think radical redesign, think evolution.

video

Keep reading

Do you get several messages a day from customers asking for a discount or coupon code? You probably also have a bunch of abandoned carts In this episode, Peep discusses how to reduce support requests to your customer success team and abandoned carts, just by removing the coupon code field from the checkout page. Coupons are still very important. Peep also discusses how you can still use coupon codes for special cases.

video
 
Like what. Is shopping cart abandonment an issue? A lot of people on yourself and that's it's a very common tactic and you should do Now what happens is that while a) you can plant the coupon for I must go and google the coupon code. I'm not getting the best possible deal. there's a coupon code somewhere out there. You know I have a different way of using it then but like people Yeah about like this. see a coupon code feel and there is some thinking holy shit have a coupon code. do this. want to buy something but I want a coupon and we say oh we don't you give me a discount can you give me a coupon like you know I people were complaining on our support live chat that hey can We have this issue at CXL institute where every single day Remove coupon code fields from your checkout. There is a quick and easy solution to this. We always say no we don't do discounts the like well but you support asking for discounts? then the phone rings and their child is crying and their product and they go buy from the competitor or they don't find a coupon and then they're angry and they're just you know and checkout page sometimes you probably want to or need to use husband is calling and to forget about you and move on with the life and then come back. So you just want to avoid this to begin with. So basically you want to remove the coupon code field from the or you can do that to your competitors so they find a competitor's coupon selling a similar or exactly the same find your coupon they find your competitors copy your SEO or page that is ranking for a keyword your brand plus coupon competitors Mark. Like I got the coupon code. Two: what happens is that they don't Yes cheating you know the system and beating the man. least they feel satisfied. Five bucks offer five percent off but some need to be a lot at find something. somewhere else if the google your coupon you want them to it as well if you if you have a coupon code field so place it And is it advertising maybe doing PPC ads or they have an They don't need to type anything in it just automatically applied So get rid of the field gets rid of the terrible chads reduce coupon codes. So those are the two great ways to you know still be able to use Yeah. to your cart. A have a secret you URL where that maybe a query string that already. click on the link in your email code is automatically applied Basically you send out the promo to e-mail list and if you if you these email coupon codes. opens up the coupon Goldfield in your checkout page or you do So there are two great alternatives here. coupon code. your cart to ban them and then live happy ever after.

Keep reading

How do you achieve growth through conversion optimization? You need high-quality research and experimentation. In this episode, Peep discusses why research is critical to understand the problems on the website and why you need to develop multiple hypotheses in order to find the right solution.

video
 
your side the checking into usability it's all the Speaker 1: Growth through optimization is research plus with helps us formulate our hypothesis. the problems and why these problems are problems to begin Understanding what people are doing and understand what are So understanding this problem set. what where and qualitative answers why. Digital Analytics quantified data like how many people did qualitative bits. And then there's the quantitative bits. know after they've bought something while they're using There's qualitative research talking to a target users you So that part we call research. people are having with your website. One is you need to figure out what are the actual problems There are two things that go into it. How can you grow your company through conversion optimization? results. experimentation and the research bit is 80 percent of the e-commerce site. That's the problem and I think like 40 percent of people that whether the parts they were looking at fit their pool. sorry didn't buy parts for their pool was that they weren't sure So the number one reason that people didn't buy a pool or there's various parts that go into it. They were selling pool parts you know like outdoor pools and hypothesis like if we would change x y z to ABC we would So a couple of years ago I was doing conversion research for an So let me give you an example. the optimal solution is. Now even if we understand what the problem is we do know what result. expect this behavior to change and as a result we see this So once we understand the problem we can now formulate a them bigger obvious but in most cases there are no obvious the best because some idea might work but some of that is another Which of these ideas for a solution actually works or works test A B and test. And now you need to do experimentation to basically A B And ideally all the ideas are very different from each other. hypotheses for solutions as many as you can. answers and hence you need to come up with multiple good But now we understood Aha it's a big aha moment for us. might be an obvious idea like I can't read your fonts which make Well in this case there is no obvious idea sometimes there But what is the solution. sure whether it fits their pool logic right. This is the reason they're not buying more because they're not That's a big problem. that that's the number one reason. we surveyed that didn't go through with the purchase stated for a solution we can really run a Navy test with nine then ranked ideas because we can if we come up with nine ideas hypotheses we like to use the P Excel framework Google it to variety of ideas and some and then then we'll score these a solution where essentially we're brainstorming and we get a debating but like discussing what could be the best idea for success people marketing people all together debating or not So we have designers you X people engineers customer So what I like to I like to do is like gather around people idea is actually the one that is that is the best. idea for a solution is not the best one the seventh the eighth What also often happens is like the first and the most obvious It never ends. idea that works even better. like a cross-functional group. experimentation and the research bit is 80 percent of the experiment with does not matter because most mostly you'll be If your research is not done or is done sloppily what you results. In most cases you don't have enough traffic for that and then So as I said growth through optimization is research plus second and so on and so forth. hence you need to prioritize which which idea to test first variations. experimenting with stupid ideas that will make no difference.

Keep reading

Should you follow a list of best practices when working on a conversion optimization project? Maybe. Best practices in the conversion optimization world get a bad rap, but it doesn’t mean they are wrong. In this episode, Peep discusses why following some best practices at the beginning of a project, is actually a good thing. If you don’t have enough data, best practices can at least give you somewhere to start.

video
 
You're building your new pricing page and you don't know what you but it's the best chance you got to ship something that that There is no guarantee that any of that stuff will work for you a number of companies in the past. And the best practice is a synthesis of what has worked for Should you use best practices to optimize your website? You start with following the best practice you'll like your You have no data of your own. know. competitor is your first prototype so to speak. The thing is that best practices is your first hypothesis. If you google enough. So should you use them? out there. Actually there are five best practices for every type of page SaaS pricing page you name it. for designing a checkout page e-commerce product page you know There is a best practice for homepage there's a best practice There is a best practice for everything really. The answer is probably yes. But this practice is to have a great place so when you're you optimize from there. first home page etc. you start with the best practice and then building a first version of anything you're designing your might have a chance of working right out of the gate. and for good reason often. Best practices off the laugh that are made fun of and then conversion optimization world. Now of course best practices is not optimization in the So best practice is where you start not where you end up.

Keep reading

Do you have all the data but it’s siloed in various marketing tools? How do you connect, pipe, and automate data transforms to get value out of your data and why? In this interview, Peep sits down with Dan McGaw, CMO @ EffinAmazing. Dan breaks down marketing automation tools, customer data platforms, and what you can do to plan and organize your marketing tech stack and data pipeline.

video
 
what's the difference between CDI and CDP this is kind of becoming a blurred but it doesn't talk to CRM so if you want to email people who bought these line because marketing automation tools are now saying well I'm a CDP because I mean it's fun enough when you say this whole kind of explanation there's some solve all that yeah so it's it's definitely really really difficult but I read this blog post and after marketers are not able to do this so how do you two products you often can't do that or they're separate from digital analytics where I want to email people that bought these two products but not this one and huge amount of data silo vacation it's like you have your email marketing tool stacks marketing tech stacks are a problem for marketers because there's a amazing and then here is an expert at building and optimizing marketing tech really a marketing automation tool hey guys I'm here with Dan McCall from effin send that somewhere else but isn't that really a CDP is that store your customer data and I could show you the life-long of them and I can putting my flag in the ground on that one but zapier is by far one of my pass the data between a lot of different tools and be able to use them as sources segment is really popular segment com is really good they have the ability to integrations okay what other CDP's or similar tools could you use to set up be the other tool that I would use but that's a bigger picture less favorite ways to automate everything and keep him up to date but the whole would email CRM and all these other tools to make them talk to each other yeah it's not zapier to me it's zap-zap you I'm calling it zapier I don't care I'm zapier then I mean you kind of live on an island I guess and I call it zapier but I'd have to say the most popular one is zapier right like if you're not using and all of these different ways that you can pass data through different tools tools that come to mind I think you're probably familiar with one of the most traditional customer data platform so you have customer data infrastructure popular ones will just hold that i/o Sohal which is like kind of the actually store the data about the customer right yeah I mean we love CDP domain difference between CDI and CDP CD is don't store that is pipe CDP's but is that really a CDP is that really a marketing automation tool so the and I can show you the life lifelong of them and I can send that somewhere else automation tools are now saying well I'm a CDP because I store your customer data data so this is kind of becoming a blurred line because marketing a great question so the CDP actually customer data platform stores customer to zapier where you can kind of go fetch data and pull it around so just a little bit different what's different what's the difference between CDI and CTP yeah setting it to another they just require you to basically push that data compared customer data infrastructure so they're all about taking data from one tool passing data between tools so between those two they're known as what's a CDI cheaper right now and they give you much more volume with routers very much similar they're a little bit younger so they're a lot recently were introduced to Mehta router we ever heard a meta router Mehta and destinations I really like segments we're a solutions partner of theirs we responsible for all this should it be the marketer or the engineer yeah going and the CDP just becomes a big axle in that that pipeline so who is not really familiar but really the data pipeline is what keeps all these things data pipeline which they think is for marketers it's kind of a not known and your CDP you're constantly having a push data to it so as data gets updated in Salesforce you need to push that data from Salesforce to a CDP the CDP hopefully pushes it somewhere else or you have a different way of creating a different tools up-to-date because your marketing automation tool if it's not about having one central location of data it's about making sure that data is more popular but what we really have started to learn is that it's not only of true type of stuff or you have to use the CDP yeah the CDP is really becoming together is there is so is there any any any other way to do this single source for the you know single source of truth type of type of stuff so everything sits constantly pushing from all of these different tools to keep all these marketing operations person in the middle that can help translate for both fall into that classification however the growth engineer is much more focused thrown around yeah growth engineer would definitely is something something like growth engineer I've seen that title of being journey and things like that and some marketing operations in your definition what are their operations of all this data how do we manage the customer of them and that's also what a lot of companies hire us for is to figure out then having that manage throughout different systems so hopefully there's a think about the technical ability of attaching a user to an ID number and little bit separate put marketers at the same time don't they're users the marketer is going to think about this as a customer so it's a first name they think about like this is a user ID okay I have a random hash owned by engineering just because they don't think about hey this is their owned by marketing operations or sales operations I don't recommend it to be operations person and that's typically the person who does this so it's usually definitely in between so a lot of organizations have a marketing thing that typically you see marketing operations at larger companies where things yeah the first thing we see everybody forget about is planning they when somebody's starting to you know I call this kind of data integration right so talking about difficult what are the typical things that can go wrong and that's where it can be a little difficult to get things done right right marketing and marketing is asking engineering to do something about it this is a primary focus so in smaller companies usually this is done by objective is how do I store all this information about a user or a customer their job is not measured just upon growth of new users right so that's one marketing a lot of times you see these people building emails as well doing and then make it so we can report upon that later so there really operations of focused on the viral loop in many cases that's not their their objective their which is much more the product the marketing operations people are less into some sort of viral loop or something like that typically on taking demand generation efforts and then getting that to turn more operationally focused tasks but they're not the growth engineer because you might be familiar with UTM do our other product that's all about data especially if the stack is bigger than bigger if you want more interviews like it actually doesn't map over very easily so you have to think about that CRM that's calling it enrolled and if those two things don't line up the data we're marketing automation calls it a registered and then you have this the so they can report upon it later you have that same problem in the stack governance and making it so that people can store UTM is the same way every time really easy but when you start getting into attributes about like how did all the systems and that's where we really see a lot of mistakes happen as they start there's different names that are used these all have to match between somebody at C Excel go through a course did they enroll or did they register do call things so yes first name is really easy company is really easy title is synonyms of each other taxonomy and schema are like just what we're gonna marketers think about is taxonomy or schema and those words are kind of just start going out and doing it so a thing that I don't think a lot of this subscribe to my channel

Dan’s marketing tech stack tips:

  • Engineers shouldn’t own the marketing tech stack pipeline
  • Planning is key
  • Use the same taxonomy in all your tools

Keep reading

Will copying market leaders best practices grow your business? NO! You must apply best practices, design, copy, etc that are suited for your business to get real results. In this episode, Peep discusses why you shouldn’t rip off companies like Amazon and expect growth in your business.

video
 
So what is your conversion rate? So if you just go and rip off their design their copy and Should you copy market leaders? Companies that are doing really than your copy? your design or their copy on their website is 15 times better So does that mean that Amazon's design is 15 times better than conversion rate. So then Amazon's conversion rate is 15 times better than your Let's imagine it's 5 percent. No. Right. on Amazon Prime members will log in end up buying something that So e-commerce conversion rates so 74 percent of people who go Conversion rate for Amazon Prime subscribers is 74 percent. So Amazon is doing pretty fine right? So let's think about Amazon. The answer is no you shouldn't! really well should just copy what they're doing? is insane. what Amazon has done since the 90s and that their brand and And you just can't copy that by copying the super superficial it may be. successful company be it Amazon or intercom or you know whatever experiences and there is just so much that goes into building a bought from Amazon before has had you know how many great their relationship with their customers and like anybody was You built the live chat software. somebody's success is there are so many other variables too like No that is not how the world works because what goes into We'll do the same doodles and ta-ta-ta... Oh we just going to copy what income is doing just fine. competitor. It doesn't work like that and it's the same thing with any naive. expect that you'll you'll now get Amazon style results you´r elements from the website.

Keep reading

Have you looked at your competition? They probably are very similar to you and that’s not helping you make more money. In this episode, Peep discusses why research and building your brand is key to stand out against the sea of sameness.

video
 
learning space is the sea of sameness pretty much everybody what you see is that everybody is saying the exact same thing What do you do if what you say about your company on your management software or invoicing billing accounting one of those Have you done research like looking into your next project And this is probably very true about you as well. is saying the exact same things about themselves. you know it's a commodity that projects products most often And basically my conclusion was in this market in this online evaluating the value propositions and seeing how You know just going you know from one web site to another and the competition for CXL institute. case so the other day I was Googling or I was checking out your competitors saying on the website. This is a very typical website is exactly the same what everybody else is saying, like they're presenting their you know their business. going to buy from you not these other guys even though on paper brain about you whenever you give people an emotional reason idea that you really represent the idea that you hold in their like how you position yourself like they'd like to buy into the It's pretty much the same stuff but they're just like they're they can rationally. So what do you do you invest in your brand. Your brand is what's And if people are going to like that idea the story they're Do you sell an idea. going to going to set you apart. very same logical rational arguments. design or copy wise but essentially it boils down to the that some are doing a little better job than others maybe to buy from you they'll go for that.

Keep reading

Why is networking and building business relationships important for growth? It seems that most people who go to conferences or industry events don’t know how to network. How do you become better at networking?

video
 
Marketing Party and there was What else can you do to like And so like a lot of people tries to sell you something. You know there's a guy that just networking. events and failing at and I see people going to these to David's events every now and probably go to events and I go And I go to events and you connector so he knows everybody. And David here is a super just a 10 year anniversary. then and and I am my own events this event called the Internet almost third party verified. Gonzalez and David here runs maybe you're seeing something I really want to talk to that person. The lakes don't really know how and having that intention be to start clarity of intention Any schmuck can have an intention. I want to get laid. I want to get rich. I want to get skinny. Hey guys I'm here with David networker somebody you enjoy at an event with a thousand conversing with. So if you know the art and the skill of conversation then you are automatically a good networker. It doesn't matter whether it's our invisible in that moment people or a small intimate dinner party with six people or even if you have one friend over to share with you on a podcast or a video blog like technically speaking you could argue that we're networking right now with them right. So I kind of feel like a good the word. selling you you like buying from organic networker. but when someone's good at So what would you say what's the best way to go about it. Well as we talked about for a second before we started there are people that have this I do because I'm more of an process codified way better than I love networking and I hate the word like most even even people that don't like networking hate So it's one of those weird things that when it's done right. Like nobody likes a salesperson don't know how to network. even try and listen. from the crowd. You've seen that happen right. I give you. No I don't think it's like who's out there like that's the head of operations at Google and where else are astronauts on Like give them even if you're in a crowded room right. So that leads to the idea of like no no. When I say no your place I don't mean that as in like at the end of the day like we're all created great like equally like somebody is really prominent they can pull the speaker away everybody's like oh like don't You'll notice sometimes if conversation then that people crowd them. that you're watching this you become real It's like Schrodinger's kind of thing and I don't mean to sound metaphysical but at the end of the day you and me are having a are no longer invisible you have conversation is being right now. But if we were on at an event technically speaking we're either going to step away from the crowd and just have a one on one like sometimes the speaker comes off the stage and the transferred to to the viewer have to pay the same kind of capital you can show up at an event. If you had one hundred million dollars liquid in your bank account you can show up to pretty much an event and don't So it's hard to go and connect pecking order attention because they probably would like some of that money. Yeah yeah. to A-list celebrities but rather level and grow together. amount of time. Like if you've got a lot of connect with people at your own from there to there in a shorter an industry and you're when you this spaceship Earth right. So like nobody's better than business sometimes it's worth giving credence and paying attention to pecking order meaning if you're brand new in anybody and in the context of have a vision and a goal and an property. idea of where you want to be. There's all the assets that you could possibly amass to get you education and intellectual energy and attention and there in time and experience and There's a giant gap between have an intention. what it is it's clarity of intention and having that intention be almost third party verified because Any schmuck can I want to get skinny like like I want to get laid. I want to get rich. it but I don't think I did a so but like Do you have a business partner a consultant a spouse. trusted adviser whether it's a good enough job of clarifying next thing which is I alluded to So besides being a great you or go you've led right into the
Absolutely.
And you pay attention like you it. Yeah. you care you put some thought in know bringing great and having conversations and just making a human connection what else can you do to like maybe you're seeing something I really want to talk to that person but like I don't really know how to start third party that you trust and But if you want more interviews intention. need to go deep to hit a certain intentions because sometimes you are geared towards those with people the conversations Then when you're interacting respect to. flaws in that. clarity on your intention with a bigger intention and like get You should go there with a I think you should ask. What you're looking for. Well that's that's pretty big. X do you where do you see the this event that I'm going to is You can say hey my intention for like this. Subscribe to my channel.

Keep reading

What’s on my mind

Hi, I'm Peep Laja—founder of CXL. I'm a former champion of optimization and experimentation turned business builder.

I do a lot of thinking, reading, and writing around business, strategy, and optimization. I send a weekly newsletter with what's on my mind on this stuff.

Subscribe

Categories