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 distance yourself from.
TRANSLATION OF THIS SEQUENCE OF THE PODCAST
My topic today is actually a sweep through the world of myths and legends and, above all, reservations about conversion optimization.
Because I've talked to so many shop owners in the last few weeks and months and I've heard the same things extremely often. And now I just know why so many shops don't scale properly. What does it mean to scale correctly? I mean, with such an online shop, even with a small online shop, 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. If you do, of course, and that is the main problem I see with many online shop operators.
Of course, if you immediately always somehow; “Yes, no, 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, who somehow try to do everything themselves and thus get the problem that they get lost in their own world of thought. Because they try something, maybe something that can work relatively well, but because they don't really know how to do it, because they are doing it for the first time, because they try it 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 do the coolest campaign, the stingy targeting on Facebook or the coolest keywords and so on. If I have the wrong pictures on Facebook, the wrong texts on AdWords or the wrong landing pages and the wrong products and what do I know what everything then it just doesn't work. And that is the reason why I have also developed myself further and have never said that conversion optimization with me only do AB testing or we really only do here now. How can we better guide users through the shop?
That does not work. I need conversion optimization as a 360 degree topic. Seeing that I have the right foundation, the right traffic, then guide the users correctly, but since I also have several conversion goals in mind, maybe I can manage some traffic SEO traffic, e.g. Not to sell directly, but first I need some kind of lead generation goal in between and when I have made someone a customer then I have to keep playing them properly.
I'm talking to shops like they say Hey, we don't do a newsletter, we don't have time for bullshit. Excuse me. Making newsletters is really not terribly laborious or time-consuming. They do the newsletter but it's so close again. Yes, we have already tried a lot. Yes, but not really, otherwise with a large mailing list of maybe 15 20000 or more recipients you would not get out of a newsletter and then somehow only make 2000, 3000 euros in sales. Even if you promise discounts. Here I am doing more sales with my few people whom I write to in my small distribution list, I make a newsletter and if you do it right, then you can make 50 euros in sales with your newsletter somehow afraid to send newsletters never really knew, but built a great template, we put the right products in, sent the thing out at the right time and then the shop blossomed because it was just done right. Well what ever.
What I want to say in particular is, get rid of this yes, I've already tried it and get rid of any guru tactics. I say I'm a conversion hacker. I say I know that conversion optimization works. But I don't want to be perceived as a guru who somehow says he has eaten the wisdom with a spoon, can somehow with three, clicks with three strategies whatever ensure that a job increases tenfold at once but, conversion optimization is a process and a Mindset that I have to anchor throughout the company It is a learning process that I have to implement in order for it to really work.
And I have to teach that to all employees who are involved in the process and I have to keep asking, Is what we are doing here now makes sense for the conversion rate, does it make sense for the user because that's actually the question I have to ask it to the user,
if the user likes it, it is good for the conversion rate and good for the organic ranking and good for the quality score and good for all sorts of other advertising media I have. And then my shop suddenly works a lot better, but even small things can be problematic if I do them wrong. Then it just doesn't work.
And then I think oh my god, none of this works. I don't even need to try that anymore. And it would have worked if you had just tried a little more. Can you do it or if you had known how to do it right. But would have built experience. You can exchange them with other shop owners. You just have to know the right tricks so that you don't try it forever. And then of course you can also scale completely differently. But I think with all the topics I have just touched on, an extremely large number of shop operators, an extremely large number of online marketing employees and so on, are extremely overwhelmed.
I find that sad because the opportunity for your own online shop is still as clear as Amazon is occupied by the huge market and selling on Amazon is still an incredibly exciting topic, but Amazon is not an issue that is endless and, over a long period of time to scale. Because Amazon will always try to get the sales to itself or there are some factors that suddenly can no longer sell, no longer have the box and so on and I am extremely dependent on that.
So I have to have my own shop, and I have to do it right and I have to ensure 360 degrees that the customers find the right products correctly, that the customers come to my shop, that the customers then buy the products, that they buy the products get neat. It's so happy that I collect reviews and then address them again and again so that they become regular customers and don't keep shopping at Amazon.
Of course, there is so much involved where I have to think about how I can offer other advantages than Amazon, but there are many many many tried and tested concepts that you just have to implement if you understand. What conversion thinking, what this, what this user-focused mindset is simply.
And then it actually works piece by piece all by itself because ultimately that's just Amazon's secret of success in quotation marks. Simply always very strongly user-specific, customer-specific to think. And that's why people like to buy a different score. I find everything. The prices are good. Shipping is fast. Returns are simple, we suggest suitable products and so on and so on. I can do that much, much better in my own online shop in my own niche if I want.
And then I'll be successful there and will soon be able to scale my shop to completely different dimensions. But I just have to want it and I have to get involved in thinking about users specifically. So now, to my surprise, I come to my announcement about my whatever.
Because I noticed yes shops have to be coached. I am in coaching with so many shops and support them in doing so. I produce a lot of Arning lessons so that the shop has all this knowledge of what is with me, what I have from other shops. Simply be able to access it on demand and always be able to see what might be right now. You can always look for a nice nugget for yourself and always have the complete instructions with you on how to implement it.
For example, I just had a nice lesson on the submarine strategy produced marching and my own podcast where I explain how a shop that is not allowed to advertise. 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 through advertising, especially through social media advertising, in any case. I permanently produce something for coaches customers. But the next step starts now and the next step is the Conversion Hacking Academy.
Very simple concept but also extremely quick-witted. Every month a course begins a course whatever the Conversion Hacking Academy. And always with a maximum of ten people. The training lasts three months and the first training starts on the first fourth of 2020 with the first 100 people with the first cohort who come to me at the Conversion Hedging Academy. The whole thing is of course designed for distance learning but with live sessions with me not somehow just a pre-produced grainy course but a really big mixture. 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.
Information is available on Pink Conversion Point D. I will write it again here in the look it up with caught Conversion Points or on my Facebook page or click on the banner. In any case. There you will find the information on April 1st. Caution You can't just book that. I talk to everyone. I want to understand where the people stand, whether they have the necessary prior knowledge and so on.
That means the first step is simply to request a short conversation with me, then we go to the conversion and then we can decide together whether it fits together and whether you fit into my course into my training. Conversion Hacking Academy Conversion Thinking Conversion optimization done right. I hope you take away from this podcast today. Trying it out sucks. You really have to know what you are doing. Trying is double sucks if you then think you've tried something, it didn't work and then you let it go. Then my head really explodes when I think about it like that and the third step is. You have to properly learn and internalize conversion thinking, conversion hacking, and conversion optimization.
All employees relevant to your employees have to internalize it, and there are two options and the best option right now is to get in touch. For my first cohort in the Conversion Hacking Academy, just go to Think-Conversionen.de. Or if you want me to be your coach then just go to jdk.de, fill out the form and then we'll talk about how I can coach you to make your job more successful.
Shouldn't degenerate so much into advertising. I want to get across here to know. 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 it well then almost everything is in the towel.