Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson"

Episode: SPECIAL SERIES ==> SECRETS to Conversion Rate Increase! 🤧JAY HAS A COLD! 🤧 (sounds terrible!)<== | BATHROOM Break #42 (COLLAB: The Marketing Millennials + Do This, Not That)
Release Date: February 17, 2025

In this special episode of "Do This, NOT That," hosts Jay Schwedelson from the Do This, Not That podcast and Daniel Murray from the Marketing Millennials collaborate to unveil actionable strategies for enhancing landing page effectiveness and boosting conversion rates. Despite Jay's battle with a cold, the duo delivers insightful discussions that marketers can implement to refine their online campaigns.

1. Personalizing Call-to-Actions (CTAs)

Daniel Murray emphasizes the importance of moving beyond generic CTAs. Instead of standard phrases like "Sign Up Now" or "Get a Demo," marketers should craft more personalized and action-oriented CTAs that clearly convey the value proposition.

“Be more personalized like saying get this free trial or dive into the community, be more action based instead of just being so specific.”
— Daniel Murray [02:15]

This approach helps potential customers understand exactly what they will receive, increasing the likelihood of engagement and conversion.

2. Leveraging Social Proof

Jay Schwedelson highlights the critical role of social proof in convincing visitors to take action. Including logos of reputable companies that have utilized your services or featuring compelling testimonials near the conversion buttons can significantly enhance trust and credibility.

“You want to have logos of companies that you work with or companies that have attended your stuff in the past... a hero testimonial right near that submission button.”
— Jay Schwedelson [02:50]

By showcasing positive experiences from other users, marketers can provide the necessary reassurance that encourages visitors to convert.

3. Eliminating Navigation Bars to Reduce Distractions

Daniel Murray points out a common mistake: including navigation bars on landing pages. Such elements can distract visitors from the primary goal of conversion by offering too many options, leading to increased bounce rates.

“Don't give them options to go other places. It confuses the person. Just have your form or that destination you want them to go.”
— Daniel Murray [03:39]

Focusing solely on the conversion objective ensures that visitors remain directed towards completing the desired action without unnecessary interruptions.

4. Maintaining Visual Consistency with Primary Images

Jay Schwedelson underscores the importance of using consistent primary images between marketing materials and landing pages. This visual continuity helps visitors subconsciously connect their initial interest with the landing page, thereby enhancing conversion rates.

“Repeat that same primary hero image that you have in that originating piece of marketing... your conversion rates on that destination page go up significantly.”
— Jay Schwedelson [04:12]

Consistency in imagery reinforces the messaging and reduces cognitive dissonance, making it easier for visitors to commit to conversion.

5. Ensuring a Unified Marketing Path

Daniel Murray advises that all elements of a marketing campaign—from ads to landing pages and emails—should be seamlessly connected. Discrepancies between these components can confuse visitors and increase abandonment rates.

“Everything needs to flow. Otherwise people are going to click and say, wait, I didn't mean to click here.”
— Daniel Murray [05:10]

A cohesive marketing approach ensures that visitors have a clear and uninterrupted journey towards conversion, enhancing overall effectiveness.

6. Optimizing for Long-Tail Clicks

Jay Schwedelson discusses the significance of catering to long-tail clicks—those that occur well after the initial marketing push. By providing relevant content on landing pages for these delayed interactions, marketers can capture additional value without alienating potential customers.

“The lifetime value of somebody that clicks on an email after the offer expires is actually higher than the lifetime value of that customer... your landing page has content for those long tail clicks.”
— Jay Schwedelson [05:52]

This strategy ensures that even late-stage engagements contribute positively to conversion rates and customer lifetime value.

7. Crafting Compelling Offers

Daniel Murray stresses that the offer presented on a landing page must be enticing and clear. Generic actions like "Sign Up for a Demo" often fall short; instead, offers should provide tangible value, such as discounts, free trials, or exclusive gifts.

“Signing up for a demo is not an offer... the offer needs to be clear on both that and that.”
— Daniel Murray [07:06]

A well-defined and attractive offer can significantly enhance the motivation for visitors to convert, surpassing mere interest.

8. Reducing High Abandonment Rates

Jay Schwedelson warns against accepting high abandonment rates, such as 90%, indicating severe issues with the landing page’s effectiveness. He suggests that even minor missteps can deter the majority of visitors, highlighting the need for meticulous optimization.

“You can't accept a 90% abandoned rate... you're doing something to turn those people off on that page.”
— Jay Schwedelson [07:51]

Addressing factors that contribute to abandonment is crucial for maintaining high conversion rates and ensuring the success of marketing campaigns.

Conclusion

In this episode, Jay Schwedelson and Daniel Murray provide a comprehensive toolkit for marketers aiming to enhance their landing pages and boost conversion rates. From personalizing CTAs and leveraging social proof to eliminating distractions and crafting compelling offers, the strategies discussed offer practical solutions to common challenges in digital marketing. By implementing these insights, marketers can create more effective landing pages that not only attract visitors but also convert them into loyal customers.

Notable Quotes:

• Daniel Murray [02:15]: “Be more personalized like saying get this free trial or dive into the community, be more action based instead of just being so specific.”
• Jay Schwedelson [02:50]: “You want to have logos of companies that you work with or companies that have attended your stuff in the past... a hero testimonial right near that submission button.”
• Daniel Murray [03:39]: “Don't give them options to go other places. It confuses the person. Just have your form or that destination you want them to go.”
• Jay Schwedelson [04:12]: “Repeat that same primary hero image that you have in that originating piece of marketing... your conversion rates on that destination page go up significantly.”
• Daniel Murray [05:10]: “Everything needs to flow. Otherwise people are going to click and say, wait, I didn't mean to click here.”
• Jay Schwedelson [05:52]: “The lifetime value of somebody that clicks on an email after the offer expires is actually higher than the lifetime value of that customer... your landing page has content for those long tail clicks.”
• Daniel Murray [07:06]: “Signing up for a demo is not an offer... the offer needs to be clear on both that and that.”
• Jay Schwedelson [07:51]: “You can't accept a 90% abandoned rate... you're doing something to turn those people off on that page.”

By integrating these expert tips, marketers can significantly improve their landing page performance, driving higher engagement and conversion rates.