Online shop operators and managers often know what their homework is. Everyone has a long list of ideas and todos lying around - but they don't make any sales. And when you plan a lot and do little. Or - worse still - put a lot of work into the wrong things and fail. And the competition is over. Ignite your sales rocket - conversion hacker Jörg Dennis Krüger knows how.
TRANSLATION OF THIS SEQUENCE OF THE PODCAST
Welcome to the Conversion Hacking Podcast. My name is Jörg Dennis Krüger and as my go-go dancer rightly said.
Yes, I am the conversion hacker and as a conversion hacker I always think about how to really make shops more successful. I don't care that much about the conversion rate. Increasing conversion rates is always great - you should do it if you can. But a good conversion rate is not always what you want.
You want more sales or a little more spun, you want more profit. And that's why I tell my customers, "Hey, not... I'm increasing your conversion rate, I'm increasing your sales." We make sure more people buy from you. And that's what conversion hacking is all about. This 360 degree approach that I don't think about how to convert users better now. That too, of course. But not in focus. It's about how do we manage to get more users to the site and then convert them and do it as cheaply as possible.
How do we manage to address users, yes, stocks that are already there, simply better, so that we can still generate sales from them, because there may be the higher potential. Go out as fresh and try to acquire completely new users. That's why conversion hacking includes looking at the very beginning. We actually track everything correctly and not only track in the sense of knowing who is on which page, but we can also use the data for marketing for appropriate addressing on Facebook, for appropriate targeting. If we can use the data, we may use the data.
All that. Because of course there is huge potential in it. Just like looking at what e-mail addresses we have, can we maybe do something there, are they generated sensibly, can we use them?
Or is the risk manageable that we might use it after all, even if we are actually not allowed to? I didn't say that now. In any case, there is often a great deal of potential that is not used at all. And then I hear this very often: “Yes, yes, yes, yes, yes, yes, yes, I already have that on my screen. Yes, I know, I know, I know, I know, we still have to do that, we still have to do that, yes, yes, I have everything on the list, I know everything. " And I have to say: “Hey, conversion hacking is not knowing. It's not about sitting down making a long list of what you could do and then always walking around with a guilty conscience that you didn't do it. " And on the other hand all people who want to help say:
Yes, yes I know everything, everything is on the list. Conversion hacking also means finding priorities. Working generally means finding priorities in the super cluttery world we are in, otherwise you can't work successfully if I don't work properly with priorities.
But especially in online marketing it is very, very, easy that you somehow listen to advice from Google or Facebook to address even more target groups here, to book even more keywords, then even more budget. Or somehow gets lost in creating a thousand pages now. For the organic ranking or what do I know. But one looks far too seldom: where are the priorities? And then we come to the fact that the priority is very often not at all, to make major adjustments to the shop. Instead, it is better to first see what hidden reserves we can raise, from the outside, where we can simply generate more sales without digging deep into the shop.
And that's why conversion hacking is a 360 degree view of everything to do with the shop. Because these 360 degrees are just: Where do the visitors come from, but also where are they somehow going? Because visitors who I may have addressed correctly at the beginning and who have already bought or not bought - I can do something with them again. So if I have won it - first of all, how do I win it then? - how do I guide you through my shop? - and what do I do with the users?
It's so, so, valuable to look at this overall view, then to take the shop apart. Where do I have pages, where more information-driven content and where do I have pages where more transaction-driven content is. And how do users get there. And how do I address the users? There is no need to develop a super fancy targeting personalization WooHoo strategy, but sometimes it is enough simply to ask the user for his email address when he is on a page that is heavy on information. And not for a 70, 120 page e-book, but for something that is simply useful.
And where I have his email address if I can do something. Yes, of course there are now shops that generate traffic with pages that are very peripheral to their topic. When it comes to prioritization, it might also be part of saying: There is so much wonderful traffic here. But that's all somehow with an intention that we cannot pick up at all. Then don't put any energy into converting these visitors somehow, but rather to say: no, we concentrate on those where we see a higher potential. Always, ultimately with the aim of generating more sales. In the end, yes, as little work as possible. Sounds kind of stupid now, in the end it is clear that work has to be put into it.
But we just have to do something. Do, do, do, and without doing we will not be successful. And then we are exactly in this vicious circle again.
If only I have the long list of things that I could do but don't do them, then I've lost. If I have a long list of things that I could do and I work it off from top to bottom, then I'll do something, that's great, great, great. But then I still have to prioritize properly to do the right things and not have put a lot of work into it and then somehow have no result. That demotivates everyone. One yourself, the team, it probably costs a lot of money, costs a lot of time and that leads to a loose, loose, loose, loose situation.
That doesn't do any good either. So this mixture of: What can you do and how do I prioritize it makes great sense to achieve a lot, but also not to proceed according to interests.
You notice in a lot of companies, those responsible for online marketing: They have a few things that they really enjoy doing and the rest they let fall left and right. And then we come to these super SEO optimized pages. Or to these pages with a thousand AdWords landing pages but no SEO optimization anywhere. Where you can simply see this scaling issue.
I have a topic here, I notice that it works and I now scale up is a great idea in principle, but in online marketing I run into a problem again and again: namely, the more I want to use a channel, the more expensive it becomes Channel because I am simply no longer with the low-hanging fruits, because I am no longer in the cheap places, because I compete more with others and so on.
So that the most successful strategy is actually to be on all channels with a certain level. So yes, holistic 360 degree bullshit bingo, what do I know. But really to be on the move on all channels in such a way that I am efficient on every channel. And then I have the most success overall. And it's really awesome when I also think of innovation.
I have a conversion hacking model that is eight levels, it starts with prioritization and then goes over many levels with product and targeting and technology and what do I know what, then innovation at the bottom. And innovation is totally exciting because innovation has to be used early on. Sonat is not an innovation. How I set up the conversion hacking Xing group, for example, was super easy and a really great channel.
There were 10.000 people in there, there are still just under 10.000 in there. And you could send them out really cool, you could send out great newsletters and so on and so forth. Nothing goes today anymore. You can't set up the groups properly, you can't even send them properly.
Xing takes for all the money but has also built in massive spam filters or hurdles was, was, was, was. So you can no longer use it. Even if you now say: Hey, we are using Xing as an innovation topic, we are building that up now. Doesn't work anymore. Because innovation growth hacking only works if you are in a market very early to take advantage of exactly these things.
For example, I now had a customer who is active in the erotic field and I attached the big Twitter sign to him: Hey, do Twitter. Twitter is the hot shit for eroticism and in general Twitter is a completely underestimated channel. If I mean to address a very real target group somewhere, then maybe I should try to really phase out Facebook because Facebook is becoming less and less exciting. Not for advertising, but for organic content, especially those that are a bit advertising, are becoming less and less exciting for Facebook. Instead, I concentrate on other channels, such as Twitter. And we see that in many areas. Website Chats Website chats were like five or ten years ago, well, five years ago, they were really hot shit. You really sold it, sometimes the customers chatted with you, saved themselves the call, it was really cool.
Today everyone says no, is this a bot is the first question that comes up very often. Are you a bot And then it is no longer perceived as valuable because probably only a bot and no idea who is answering. The magic is gone by now. Still somehow a valuable tool you can use but the advantages that you could get out of it are no longer there. There are now other ways in which I can address my users better.
The subject of WhatsApp newsletter has now been killed by Whatsapp and Facebook has long been a very great channel and anyone who did not use it immediately missed the chance to use it. Because now it's dead. I think now and a few months it is dead, then you cannot send newsletters, you are not allowed to send any more via WhatsApp, you were never actually allowed to. But then WhatsApp takes action against it.
And that's why you can see again why such a holistic 360 degree approach is so important and why I'm talking about hacking. Because hacking is all about creativity. It's about thinking about what can I do to achieve my goals and so on. And then you just have to think deeper and consider: Man, what is my competition not doing yet. What are the new topics in which you can tear something cheaply and where can you just do something. where I haven't done anything yet. Because then success can be achieved much faster and it is usually much bigger than when I try to scale up another topic and put more work into it.
And in summary, conversion hacking, conversion optimization, growth hacking, more e-commerce success. Yes, you have to look at everything, you just have to do it and maybe you have to have someone who shows you the right way, who knows how to do it, who looks into many shops, who is always up to date with the latest technologies. Well if you are looking for someone then you know where to find him. So make more sales, more conversions. Not necessarily a higher conversion rate, but rather a lower conversion rate and take advantage of all traffic channels and take traffic that does not convert so well because in the end it still means more money in your wallet.