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imagine that you go in to see a doctor and they just start pressing all over your body and they're like does it hurt here does it hurt there what about here what about here what about there and they're just basically trying to guess what those pain points are to find what the problem is rather than just asking the prospect where does it hurt [Music] hey guys Sudbury subi here and I recently put a call out to my Instagram for anyone that was willing for me to go through and roast their funnel where I would take a look at what they're doing whether it's on paid ads or a landing page and a full-blown funnel and I would just go through step by step and show you what are the areas that I would look at to improve to either improve the conversion rate or increase the aov and just overall increase the performance and that's exactly what we're going to be doing right now so the first one that I had came in from kasun avish his website is blackjet coffee I think that's how you say it and as you can see up on my screen here we arrive on what appears to be the home page and we have Brazilian Blend Coffee drink without consequences so we're just going to go through this process just like you would if you were a prospect and you arrived on this landing page I don't know what the traffic source is that you're running but I arrive here there's obviously you know a kind of a stock picture of coffee and coffee beans and the headline just says new Brazilian coffee blend now that is a very very ordinary headline and there is no Intrigue or really any benefit on there for me for the end user but I'm going to leave my judgments aside for now I'm going to go through the rest of the page and then we're going to come back up and I'm going to break it down step by step so then the next thing we see is these little icons sustainable packaging split row style Express delivered to your door cool nothing really crazy there the only thing that kind of grabs my attention this is split row style so we'll read into that split roasting technique is a very complex time consuming and skilled process and that is what makes blackjet coffee special okay so we're starting to get a little point of difference here a little bit of a USP then we scroll down and we have pictures of mushrooms growing and it says your daily dose of calm blackjet mushroom Magic got a little pop-up that pops up here and then the subhead below that says get into state of Flow by harness the power of adapt adaptogenic mushrooms and find the calm within cool then we've got another three icons boost cognitive performance regain hormonal balance and improve sleep and then we've got it's coffee it's healthy it's costumes again we've got more icons here boost cognitive performance and then if we expand out on the paragraph of text that's below that subhead niacin and copper found in mushrooms promote function of the nervous system and keep the nerves healthy mushrooms contain vitamin B5 which is necessary for production of various hormones and play an important role in properly functioning brain regain hormonal balance improve sleep then we go down and we've got some Lion's man coffee and chaga and it looks like we've got two different sizes here so cool that's the prices then we've got start your day with Manuka honey and coffee so there's a lot going on more icons going on here and it's kind of just there's a lot of different things that are kind of jumping out at me and I don't really know what to what to focus on or or where to funnel my attention to cool so that's the entire page so now let's basically rip through this thing step by step it appears that there is a multitude of different styles of coffee that it is that you provide and I don't know which one that you're looking to promote either I scroll down to the section that kind of breaks out into a more e-commerce function you can see that the single origin Guatemala is the only one that appears to be sold out sorry we also have the organic hemp coffee that is also sold out so if I click through to this product page let's see what we have cool so on this product page is this your typical Ecom here's the product here's how much you get this is what it costs and these are all the different kind of pricing splits you get nutritional information we've got a bit of a description on here organic hemp coffee is a delightful result of a perfective process of blending the USA USDA certified organic hemp protein powder with USD EA certified organic fair trade specialty coffees from South and Central America the end result is a delicious smooth full flavored low acidity coffee with a Nutty aftertaste cool picture of coffee for weight loss caffeine for endurance caffeine for sports Focus so very much the same kind of method that we see on on the home page so first of all we're going to have a look at the home page so we start off with the most important section of the entire website which is the above the fold section of the home page by and large this is a page that's going to get the most amount of traffic unless you've got some internal landing pages that you send all of your paid traffic to this is the Page by and large it's going to get the Lion's Share of the traffic so what we'll do before we start breaking down the coffee is we will look at a predictive heat mapping software that basically has a look at the concentration of attention flow for users once they hit your site so what we can see here is that a disproportionate amount of the attention goes to the headline which is exactly how we want it which is great then there is no real focus on the CTA because it's try now and it's basically the exact same color as the background of that image which is also a a No-No but I'm not one of those guys that gets all caught up on but button color Yes it moves the needle but it's what I call a one percenter it's not those things it's going to give you a violent swing in conversion rate Improvement so that's what we can see on this and then with perception Maps it's very much the same thing predominant focus goes to the main headline and then a bit of focus going down to the the icons and the text below that we have all of this attention going to the headline but the headline doesn't move any Freight it's not going to do anything to entice the user to read the rest of the page now when it comes to increasing conversion rates and average order value and the overall row as if you're an econ business is consumption consumption precedes conversion if you want to get people to convert you need to get them to consume because right now you're trying to educate me about this in new and unique coffee that you've got and I'm getting all this kind of mixed signals that is coming out from here we've got all these different type of coffee and then we go straight into the Ecom side of things and we're basically just ramming these little icons down people's throats and expecting that to be enough to move enough Freight to get somebody to buy and that is just not the way that it works so the first thing that you really need to do with your headline is Express to someone what the big benefit would be from consuming this coffee but also have burning Intrigue around partnered with that big benefit of what it is that they want so that they're going to go on and read the rest of the page the headlines job is to get them to read the sub headline and then the sub headlines job is to get them to read the first line of your lead-in copy and then the first line of the lead-in copies job is to get you to read the next line of the copy and so on and so forth but if we look at this page there's really nothing on there to get me to to kind of want to read this thing you've got Brazilian Blend Coffee but then as I scroll down the page then we start talking about mushrooms which seems to be the unique point of difference and then above that we've got this split roasting style and then we're talking about sustainable packaging so we're already kind of trying to show our hand there and then further down we talk about boost cognitive performance regaining hormonal balance improving sleep right through coffee that's a bit of a you know a crazy idea there and then you start talking about lion's mane and chaga and you are Manuka Honey coffee so the very first thing that I would say is that like what is the reason that people buy this coffee what is the number one mass-market desire that it is that this Market wants or the benefit that this coffee provides and that's the thing that you really want to be zeroing in in and that's what I call the bullseye of your Market you can't tell me that it's everything that's complete horseshit it's not everything there's going to be one ultimate thing that it is that they want okay you might have different products that then focus on different things one might be it helps you with fat loss another one might might be that it helps with sleep or focus and then you might Focus the individual product pages specific to that big benefit that they want but in terms of the actual home page of the site you need to be grabbing me you need to be telling a story with your product because let's just be completely Frank mixing coffee with you know mushrooms is not a unique concept the internet is plagued with this stuff Lion's man and chaga and all of these different things so if you're going for the angle of you're going to be positioning this as a brand new and unique and a novel thing that I need to pay attention to then you better tell me in the headline and if it's not and if you find that your Market is way more sophisticated and they're doing research they've got multiple tabs open they know about all the different medicinal properties of mushrooms and which mushrooms gives you what benefits then you need to position how this is different to all the alternative solutions that are present in the marketplace so if we start reading your copy we can start to kind of have a look at what would be an angle what would be a hook that we could put on this page to slowly get somebody to start reading the rest of the copy on the page because the way that I look at a home page is you want to get somebody bought into the overall value proposition and story that it is that you have got and that your brand has gotten that your product has got before you then start kicking them out to different products to get them to buy and if we were to arrive on this it's Brazilian Blend Coffee drink without consequences try now and that's it and then you're trying to get me to basically click through to to that page so let's start to gather the raw materials throughout your page and start to formulate what it is that we could do to improve the overall consumption and hence the conversion rate of this page the way that I think about it is I start to basically get this raw material so we've got split roasting style the split roasting technique is very complex time consuming and skilled process that it makes a blackjack coffee special cool so I'm going to take this and then I'm going to open up a new Google doc and I'm just going to start pasting this stuff in there okay first split roasting style is the first thing that kind of okay there might be a hook there then we've got um mushroom magic get into get in the state of Flow by harness that should be harnessing the power of adaptogen mushrooms cool so this is the next thing that I'm going to grab and I will paste that into the Google Doc then we've got boost cognitive performance regain hormonal balance improve sleep there are three alternative angles that you could potentially use but you can't say all three you can't be like boost cognitive performance regain hormone middle balance and improve sleep because they're three different categories altogether and the person that is going to want to be doing like is someone that's looking okay cool I want to get a coffee that really gets me deep into Flow State or gives me crazy focus and that's what they're going to be thinking about they're going to be thinking about the focus piece they're not going to be thinking about improving the Sleep part well then there might be a segment of the market who whenever they have caffeine it just destroys their sleep so they're looking for some kind of coffee that doesn't give them Jitters and doesn't wreck their sleep so then that's the angle that we would go in but all of this stuff right you're not writing copy and just coming up with these angles from your brain you're researching your Market in forensic-like detail to find out what it is that they want and then you're just assembled bubbling what it is that they want into an offer into a copy and into an angle you're not trying to come up with trying to just create desire for your Marketplace you're trying to channel what if people are already starving for in that Marketplace and you do that by using a method that I call the Halo strategy where you start to really dive deep into your Market's monkey brain to find out exactly what it is that they do want we don't want to be guessing what it is because that's not the way that you get funnels to convert like crazy you do it by finding what it is that that market is starving for and then coming up with a really unique hook and compelling copy and a great offer to lure them in and get them to take action then we go further down and you kind of expand on those different three points right so now you've got boost cognitive performance that could be an angle in itself and you expand out that on that a little bit with a niacin and copper found in mushrooms that is not new unique because it's say you're saying that it already is found in mushrooms so I'm going to kind of leave leave that right now then you've got another headline every sip will promote positive feelings and lift your mood this is the equivalentness landing page of doing what I call is like imagine that you go in to see a doctor and they just start pressing all over your body and they're like does it hurt here does it hurt there what about here what about here what about there they're just basically trying to guess what those pain points are to find what the problem is rather than just asking the prospect where does it hurt and then just finding exactly where they need to go in and focus where we're trying to hit all the possible angles in this market and we're trying to speak to everyone and when we do that we don't speak to anybody because it's just like throwing spaghetti at a wall and seeing what sticks and it's not an effective way to get somebody to do what it is that you want to do now we go into this manuka honey medium dark roasted organic arabica beans glaze with raw New Zealand Manuka Honey will have you feeling refreshed and energized all morning long our coffee is made to reduce the effects of caffeine and improve your overall health okay that's definitely another angle so we will Chuck this also in our Google doc and then we go on it says our coffee is designed to reduce the effects of caffeine on your health eighty percent of U.S adults consume caffeine every day but long-term consumption can lead to a wide range of serious problems from common symptoms to include restfulness shakiness and insomnia headaches dizziness fast heart rate and dehydration anxiety and dependence again you're listing absolutely every single positive negative effect of drinking coffee in the hopes to hit some kind of Bullseye in the market but that's not the way it works so we'll keep going down the page here now we've got Blackjack coffee Blackjack coffee uses less caffeine to produce a more focused and relaxed state of mind without giving the Jitters that come from drinking other caffeinated coffees so it it appears that this is like a big reoccurring theme so another thing that I'm going to do here is just copy this put it in my dock and then we've got high antioxidants we start telling about the unique properties of the actual product now this is where things get a little bit confusing we're talking about single origin Ethiopian African coffee but we had Brazilian coffee in the headline so like what is it are we selling South American coffee or is it African coffee and don't say both because if it's both then you can't lead with a big Brazilian one in the actual headline of it so it might be looking at this right I can see that the single origin Ethiopian coffee is not sold out but the Guatemalan one is so maybe that like we we just want to get rid of the Ethiopian one and go all in on the the Guatemalan angle or the South American angle cool we scroll down got some testimonials on here got questions we've got answers there's a lot going on on this page and the first thing that I want to really do is kind of strip back to find out what that mass Market desire is and also where are we going to craft our offer to hit that Bullseye and make this something that would actually be interesting for this Market to read so if we look at our raw materials that we've gathered throughout the page we've got split roasting style we've got get into the flow state by harnessing the power of adaptogenic mushrooms the effects of caffeine improve your overall health and then we've got about like the downsides of drinking regular coffee what I have found is that you can catch more flies with honey than you can with vinegar I.E if you lead with the big benefits of what it is that your product or service has it is a lot more compelling than leading with a negative thing in your Marketplace so let's start to think about okay let's attach ourselves to the idea that we're going to be promoting a coffee that is going to be promoting Flow State or harnessing the power of like deep focus and without the Judaism without all the the negative things that come through it from reading this page and like looking throughout this page it looks like a a bunch of the coffee is you know you're sourcing the coffee from all over the world even though we've got Brazilian in in the headline if we go through to your about us page and read a little bit about exactly this company this might give us typically this is a first place that I do want to look I I want to look at like is there a unique story is there something that I can latch on here that's going to be unique about this brand so I can position this in a way that isn't commodity because that's the thing with Ecom you don't want to be classed into a commodity you don't want to be talking for instance that you use lion's mane and chaga mushrooms instead you want to be talking about your proprietary blend of these adaptogenic mushrooms because otherwise you're putting yourself into a product where someone can open up Amazon and then they can just type in lion's mane coffee and then they can find the cheapest alternative and then they can go with that so you're basically creating a whole bunch of desire for this category of products and then people can just go into shopping mode race for the bottom and they can look for the cheapest product within that category instead what we want to do is we want to use our copy we want to use our ingredients to basically create a USP a unique selling proposition so they can't just go and find this blend of our mushrooms or the the way that we do the coffee roasting and this combination that makes the magic that is the secret sauce that gives the prospect the outcome that it is that they want so on the about us page it's pretty much just saying the same stuff that we saw on the the rest of the home page yeah we're talking about like it's carbon neutral you know it's FDA registered so we've got Okay cool so it looks like you've got a facility in Denver Colorado you Source the beans over internationally you bring into Denver Colorado you process them and then you sell them I am going to assume from looking at the home page that the most popular is these South American coffees so that's the angle that I want to go on I want to create something that is unique around a story around and I know that South American coffee isn't unique it's it's everywhere it's a complete commodity however we need to start formulating an angle that is going to be unique and the way that you really want to be thinking about your headline is what is it that you could put in your headline that would pique the Curiosity of the big benefit that this Market wants and get them to read and get further invested in what it is that you do so that's exactly what we're going to have a look for so we have the raw materials of the the different things that where we could be playing around with and I'm going to say that the mass Market desire for this and again I'm assuming everything if this was my funnel if I was going to be crafting this or managing this then and the first thing that I would want to really be doing is spending two to five days on understanding absolutely everything about this category and understanding more importantly everything about my Prospect and looking at what are the products that are selling best in this category what are the one Stars five stars three stars what are the passionate people about this category saying online and what's the number one reason why people buy this product assume that I have done all that and basically the assumptions that I will be making in terms of my hook and my story that I come with this is going to be based on research and not based on Captain subie just coming up with a crazy idea right so we're going to assume that and then we want to start thinking about okay what what are some headlines that we can come up with here's one that I've just spitballed out forbidden coffee once reserved for Amazonian Warriors unlocks deep Flow State and unshakable focus so where we're going with why is this forbidden that obviously is going to pique some curiosity in this Marketplace and we want to pick some story that's whether we're going down the Ethiopian angle or we're going to go down like an Amazonian angle we have to have something that's going to tie in and want people to know more so first of all like why was this coffee forbidden and if it's reserved for Amazonian Warriors to get the big benefit that it is that they want which is to unlock deep flow stay and unshakable focus and then what we we might say we might take this copy that you've already got so I'll just make this foreign nice and big and we might say okay cool well for the sub headline we we do want to expand out on this whole thing that we've found that is present in the marketplace which is like yeah people want coffee they want to unlock a lot of energy that comes through however they don't want to get the coffee shakes they don't want their sleep to go in the trash they don't want all of the downsides of drinking coffee because they're just slamming themselves with some super super high concentrated caffeine and then we might be like you know without the Jitters that come from drinking other caffeinated coffees however I would say that if we're going to be going with a story hook we don't really want to be going down that angle for this page because we're basically then eluding that we're going to try to sell them something straight out the gate where what we really want to be doing is we want to get them further to read the rest of the copy so typically what we would do in the sub headline is we would expand out on the headline complex and what we said in the headline and then we would basically lead with something like this has been like recently rediscovered and keep reading to find out how you could potentially get your hands on some so then it focused them to read the rest of the page then that becomes the Cornerstone of your funnel and you use that hook in all of your ads you can create some videos you can use like some ancient illustrations and it all becomes a lot more intriguing then here's some coffee ramming it down their throat it's got lion's mane and chaga mushrooms you should buy it buy it buy it buy it and it turns into a story that engulfs that person and gets them like wanting to find out more and wanting to read and then as you go further down you then be talking about the story about this thing these coffee beans were discovered you know 1 322 years ago when these Warriors would go into battle or when they would need to deeply focus and plan out on mapping these ancient cities and they used to extract and boil these coffee these coffee beans and get this coffee they would mix it with these mushrooms that they found on the forest floor in the Amazon rainforest and this would give them like almost like super laser-like unshakable Focus where they could focus for days at a time and they would never get the Jitters and you would talk about how they stumbled across this rare combination for instance I'm just making this up on the Fly you would lead them in you've been talking about all the benefits and up until recently this has only been rediscovered however it's unlike all of these other things that you found because these Warriors found that if they just mix these mushrooms with normal coffee beans or they boiled them for too long that they would get all these negative side effects we're already starting the selling argument about just going to somewhere else and getting this for cheaper and us becoming a commodity and then you keep on going we're not revealing that we've got this product yet and then you'd go up until recently this had been lost this was a lost recipe that had been forgotten for thousands of years or for hundreds of years or whatever it might be and then until we found you know some ancestors of this Amazonian tribe and they've been passing this down for many many generations and we have patented at this and we've created this unique blend and we've done a small batch sample that we're only trialing in this market or we're opening up a limited batch to this Marketplace and then you would go and you would further elaborate out on your sales page about all the other things about how it's it's organic coffee and it's fair trade and all of the kind of other things that you led with from the very get-go and that's where we get into the product reveals when we start talking about those things and if you said to me like hey like what is the biggest sin that you see e-commerce businesses commit it's exactly this it's they're used to getting traffic from some influencer where it's already endorsed traffic they're doing a lot of the story reveal on there or they're hyping it up and kind of endorsing that they send them to to a very generic Shopify home page that just sends them out to all the different products and then that's about it and that's the only traffic that they can ever get to work and even is becoming increasingly difficult to work that doesn't work when you're running to cold traffic when you're running on Google ads when you're running on YouTube ads when you're running on Facebook or Tick Tock ads and you need to take people that are just sleep walking zombies on the internet and you need to get their attention on the ad platform suck them into your page tell them a story and basically take someone that knew nothing about buying this type of copy when they woke up in the morning to then seeing this ad and falling down the rabbit hole that is your funnel and then buying a hundred dollars worth of this crazy coffee before they even knew what was going on and the reason why they can't do it is because they have these just generic templated Shopify sites that don't do any heavy lifting they don't tell any stories they don't come up with any unique hooks in order to take that Wanderer on the internet that stranger educate them enough to the place where they actually want to buy what it is that you've got and this is just a on the Fly of example of all of the things that I would basically look at with this funnel these are the things are going to lift the most Freight we could easily come across to the site we can go try now we could then do what most conversion rate optimization people do or marketers or however you want to say it and we could start going through and talking about optimizing button color and checkout flows and removing the navigation like yes all of those things are important but it would absolutely be the most mindless activity to go down that route until we have fixed the biggest thing which is what is unique what is the hook of what it is at this Marketplace really wants and then we would optimize all of the different steps further down the funnel but I see a lot of people optimizing to have the proof they have the limited they had the viral product they had the fire Emoji they have countdown timers they have discount codes they have you know the pop-ups with like give us your email and we'll give you 10 to 25 off they have all of that stuff dialed in which is all just ticking stuff off of checklist but they don't actually come up with a big unique hook that's just going to grab that Marketplace and stir up enough desire to actually want to get them to add it to their car in the first place or going to want to get them to check out and start assessing what's going on because if we go through the rest of this funnel I know that they don't have a unique idea they don't have a big idea or a hook so it's mindless going through the rest of their checkout and trying to optimize all of those things none of that stuff means anything unless you have a big unique idea at a hook for your Marketplace so that's just an example on the Fly of all the steps that I would go through to basically come up with a big idea look for the raw materials and formulate a big idea and hook for your Marketplace to really get this sales funnel converting on cold traffic so I hope you heed my advice I hope you research find out exactly what it is that your Market wants go through all the customer service emails that you get go through all the competitors products really really find out the number one thing that your Market wants not all the things that they want but the number one thing that they want go ahead make those changes to this page and keep me updated and let me know how you get on and if you run an e-commerce business I hope you got a lot of value out of this we're going to be making more videos like this so if you enjoyed this make sure that you like and subscribe as we don't have any upload schedule to make sure that you don't miss out on this thank you