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