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what's going on everyone entrepreneurs
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uh and business owners my name is alex
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i'm the ceo of allen prestige labs uh
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and a number of other portfolio
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companies that we own um
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what i want to give you today is one
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very very simple hack
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that we've used to consistently improve
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our marketing uh neil patel said in one
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of his keynote speeches that he believes
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of marketing is going to exist in cro so
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conversion rate optimization
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and he said that because you know the
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prices are going to only consistently go
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most platforms are based on an auction
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which means that it's just multiple
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businesses competing for the same
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and so the people who are better able to
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convert those eyeballs are going to be
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the ones who are going to be able to out
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compete and win obviously the model the
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price points all the other stuff matters
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the conversion rate in it of itself
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matters a lot too now
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there's a lot of parts in a pipeline
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that exists from acquisition
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but what i want to do is just give you
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one thing uh from today's video that you
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immediately implement and it's simple
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that has worked and made us a lot of
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all right the process is simple every
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what we do is we have our marketing
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one split test just one
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all right and that's because everyone
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wants to test 100 things
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but what it does is it forces us to be
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very very focused on the one thing that
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we think is going to drive
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the highest result for us and the thing
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is is that when you do this every single
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week for 52 weeks in a row and you do
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your process just gets better and better
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increase those increases in conversion
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and so when we are running split tests
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on marketing especially for paid
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um i'll give you the two biggest things
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that we look at all right
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the first thing it sounds obvious and
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simple but people don't do it
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is we simply split test the headlines
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on our landing pages that's it we simply
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split test the headlines
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the next thing that we'll split test is
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the image that is underneath of the
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because what we've seen from the vast
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majority of all of the tests that we've
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is that almost all of the juice that's
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going to come the biggest
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jumps in conversion rate happen above
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the fold and so when i say above the
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fold it means like when you go on your
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desktop and you go to a landing page
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everything that you can see before
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scrolling is above the fold when you go
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your phone um and you blend and you
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you load a page everything you see
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that's immediately available on the
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is above the fold and so that is where
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that is where you're selling them on
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whether they're going to stay on the
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page and continue to read more
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and that's where the biggest returns
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will come from all right
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and so we will split test almost every
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week the the majority of our of our
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i would say 90 of our tests are either
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headline or image tests
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and that's it that's literally it um
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you know we'll actually because if if
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we're changing a headline then the image
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we'll do you know a new headline and
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image against it against the old
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image and image but that will be the
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entirety of the test and so
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if you can implement this one process
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into your marketing cadence so when you
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meet with your marketing team
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or if you're hopefully you know if
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you're just doing the marketing for
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yourself if you set this cadence on your
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own calendar of every monday
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we meet and we say what was last week's
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test what was the winner
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great did we beat the control if we
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didn't beat the control
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then we try another test right and the
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thing is is when you do this on a
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the business will continually improve
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and so there's a million things you can
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but what are the few things that you
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should do that are going to drive the
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biggest result because ultimately all of
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us have the same amount of time every
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and so it's the people who make the best
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decisions who focus on the fewest
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variables that make the biggest
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one of the biggest things that drives me
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nuts is when someone says
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you know oh i said we should do that
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right which is one of the things by the
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way for my team if anyone's listening
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please don't do that it drives me nuts
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there's a million things that we should
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do right we should probably be better
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about our follow-up we should probably
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be doing more email marketing we should
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probably be making more content well
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but what of all of the things that we
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can do given the resources time
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effort and human capital that we have
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and money are going to drive the biggest
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when i think about all the different
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things that we can improve on our
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just doing this one thing will
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better returns in terms of time and
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effort and and the amount of time it
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takes to do this and the amount of
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return we get from it is
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disproportionate and i see
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even a lot of experienced you know
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marketers and business owners uh who
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don't do this you know what i mean and
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that's crazy you know why why would you
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a simple process you can outline focus
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on everything above the fold
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usually headline sub-headline image
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those are the things that are going to
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be the things that drive the biggest
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conversion rate optimization
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and you know use this in the business
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see the results for yourself and keep
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being awesome and i'll catch you guys on
