July 10, 2024 • 14 mins
I once heard the phrase 'it's a guess until you test,' and it's stuck with me ever since! Today we uncover the impact of testing on your marketing strategies. We delve into actionable tips for experimenting with every element of your marketing, from email subject lines to landing page designs. You'll learn how to isolate variables (no lab coat required!), iterate effectively, and maintain a change log to keep track of your results. Through real-world examples, I’ll show you how minor adjustments can lead to major improvements in your conversion rates!
Topics covered in this episode:
- Importance of testing in marketing and business.
- Different types of testing (e.g., email subject lines, ad copy, landing pages).
- The value of tracking changes and maintaining a change log.
- Testing new offers and products before full launches.
- Importance of solving customer problems and talking to clients.
_____________________________________________________
Thanks for listening to Clicks and Giggles!
➡️ Ready to start using paid ads in your business?
Grab my 3 Ways to Know You’re Ready for Ads guide:
https://www.launchbyjr.com/three-ways-to-know-youre-ready-for-ads
➡️ Weekly episodes aren’t enough for you?
You can connect with me over on Instagram at @launchwithjordan or at www.launchbyjr.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:03):
Welcome to the Clicks and Giggles podcast.
I'm your host, jordanRothwell-Perry, and I'm here to
make your marketing click,connect and convert.
My mission is to help goodpeople with great offers make
more money through paid digitalmarketing strategies.
I truly believe that one ad canchange everything for you and
(00:25):
your business.
Tune in weekly to unlearn whatthe bros and insert air quotes
agency gurus have led you tobelieve about advertising and
hear from inspiring women in mynetwork who are making business
a little more live, laugh,launch and a little less stuffy
suit and tie, because nobodyplaying the long game is having
(00:48):
a terrible time, whether you'renew to business making millions
or you're just my mom tuning infor clicks and giggles podcast.
Speaker 2 (01:08):
This is Jordan Rockwell Perry here checking in
and I wanted to talk about aphrase that I heard someone say
a while ago and I love it andit's something that may get you
out of your comfort zone, and itis the phrase it is a guess
until you test.
So I think it was, I think Iheard it from Myron Golden and
(01:33):
maybe then it was Kat and Macyfrom Guide Culture Sales Girls
who talked about it, and thenactually a client of mine, emily
, who works with them, mentionedit the other day when we were
talking about something she wasputting out into the world and
how really it's a guess untilyou test it.
And so I want to help you getcomfortable with testing things
(01:58):
and what that means and kind oflike the different spectrum of
testing.
So if you're like, what are youtalking about testing?
So testing can be as simple astesting two different subject
lines if your email providerlets you do that, and then
testing can also be testing acouple different kinds of
(02:22):
messaging posting one kind ofmessaging and see what resonates
.
Posting another hook and seeingwhat resonates.
And then you can take it evenfurther and test two different
landing pages, hey, what isperforming better?
And kind of isolate variablesthere and change them.
And then, when it comes to likethe paid ad side of things, when
(02:46):
you're at the point runningpaid ads, we test all sorts of
things.
We test does an image workbetter?
Does a video work better?
Okay, once we know which imageworks, what copy works and I
always say like you don't wake asleeping baby, baby, you don't
mess with an ad that's workingyou just kind of iterate around
(03:07):
it until the ad breaks, as Ilike to call it, and you can
also buy other ad campaigns,right.
And so I'll give you an exampleright now for a client of mine.
We know these reviews are doingwell.
So now we took the reviewthat's doing well and put it
with a bunch of different imagesand we're like let's see which
(03:27):
image hits.
And then, once we know what'sreally resonating, we're like
all right, let's make thatbetter.
Let's do that same image with acouple different hooks at the
beginning of the copy.
So we know this image stops toscroll, what does the copy do?
And so you can test with allsorts of things in marketing.
Just do not change too manythings at once.
(03:49):
That is like such such a bigthing that people want to do is
like I'm going to test, I'mgoing to change this, I'm going
to do that, and it's like youhave to iterate and take time to
see if that test worked.
What did, did you learn from it?
And also please, please, please, make what I like to call a
change log where, if you do makechanges on something, put a
(04:12):
note of what day you did so youcan know if it does better.
So let me give you an example.
I'm recording this in July, ifthis inspires you I hope it does
and your sales page has notbeen converting like you want it
to and you make some changesSay you make them August 1st and
so September 1st.
(04:32):
You review the numbers and youlook at August 1st to September
1st and you compare to July 1stto July, end of July and you're
like oh my gosh, like a hundredpeople went to my site of July
and you're like oh my gosh, like100 people went to my site in
July and three bought Well,that's a 3% conversion rate.
(04:53):
But then you look at it inAugust and you're like oh my
gosh, 100 people went to my siteand seven bought.
Well, that's a 7% conversionrate and it went up 4% and so
you can see is this working?
So just start to track things.
But make that change log so youknow like, oh, we made the
change this day.
That's like one of the biggestthings I run into working with
(05:15):
teams is they move fast.
Love that for you.
And if you have no recollectionof when you made a change, it's
like, oh, skirt, what are wegoing to do?
So get a change log, just alittle like Google sheet, google
doc, and be like hey, here arethe three things we changed the
buttons, we added a video or weremoved the video.
(05:35):
All that good stuff.
Because, really, like, I lovethat for you.
If you haven't had to test andchange in your business, you're
lucky and your time will comethat you have to.
So just even now, if you'relike okay, I know my conversion
rate of my sales page is X and Iwant to make it better.
Let's look at some things wecan change.
(05:58):
There's definitely withindifferent email software ways
you can test subject lines.
I know that Kartra has somecapability ConvertKit I don't
think Flowdesk is there yet.
And then let's see.
I don't know about Kajabi, Iwould have to look.
But just think about ways youcan.
(06:20):
Quick little changes would betry testing a PS in your email
again if you haven't yet.
Try looking at that sales page.
What can we do to make itbetter?
Put ourselves in our customerclient's shoes and then make
note of what you changed it.
But really remembering thatphrase I said at the beginning,
(06:42):
like it's a guess until you testand then spend time to review
the data.
So I think my biggest actionpiece of advice here is like
let's look at what you havegoing, let's figure out
something new you can test andthen go from there.
So that's more on the marketingside of things.
Then, especially if you'rerunning ads, go find what's been
(07:07):
a winner and even if nothing isconverted yet let's say you're
running ads yourself what'sgetting the most link clicks?
Let's start there and then findwhat's resonating and just make
it 10% better.
I want to say make it 100%better, but just start making it
a little bit better.
So that's on the marketing side.
Now let's talk about the offersand testing, because I find
(07:30):
people get really scared to makea different move from what
they're doing.
But I'll tell you this I was ona sales call yesterday and she
was asking me about Google ads.
She was asking me about allthese other things.
But I'll tell you this I was ona sales call yesterday and she
was asking me about Google ads.
She was asking me about allthese other things and I was
like, oh, we do Google ads.
And then we were talking aboutdesign and branding.
And I was like we do brandingtoo.
(07:51):
As long as you're a client ofours whether you're in clicks
that count or have done aone-off strategy call with me or
on a retainer you get ourexclusive agency rate rather
than like the general publicrate.
And she's like oh my gosh, Ihad no idea.
I'm like, no, I know.
It's like a best kept secretright now, as we're unveiling it
to the world, and here's whyyou can test offers and no one
(08:14):
has to know publicly.
You can sell on a sales call orin the DMs or try something new
.
So if there's been somethingyou've been wanting to try, it
doesn't have to be this likewild launch.
That's like three months ofplanning and execution and
websites and funnels and allthis stuff.
It's like no pause.
(08:34):
I want you to figure out ifthis works, if people need this.
It's like when people make acourse without people actually
wanting it.
For example, made this programcalled the Launchpad a couple
years ago and one person boughtit.
No one wanted it, but I thoughtthey needed it.
And now Click Set Count is aprogram that is going to walk
(08:57):
you through marketing, settingup your funnels, setting up
different ads, justtroubleshooting anything where
you're stuck.
And I know people need thatbecause they're asking for it.
And now that's why it makessense.
So same for you.
Back to testing another offer.
Please, for the love, do not gomake this huge big thing if you
(09:20):
don't know if someone needs it.
I have been on the side ofreally great wild launches, like
launches of a few thousanddollars to $200,000, $500,000.
Clients of mine had a milliondollar day a couple of weeks ago
and I've been on the side oflaunches where people are like
(09:42):
this product slaps, it's so good, 10 out of 10.
And and people didn't want it.
People were confused.
People were like like, oh, doesit have this?
And it's like, oh, had thisbeen beta tested under the table
, this could be refined reallywell and then launched super
publicly.
So I want to encourage you inthat, if there's something
you're like I really want to dothis, like go freaking play and
(10:06):
do it.
I was talking to my husbandabout it at dinner last night,
just with some offers and thingshe's working on.
I'm like this does not have tobe perfect, like what do you
enjoy doing?
Talk to three people you knowcould benefit from it and see
what they think.
And that's kind of howdifferent offers have worked out
for me, especially even my CMOoffer a fractional CMO for a
(10:28):
couple people, so fun helpingthem in their marketing and it
came up from a need.
It's something I was like ooh,this would be so fun and I know
I can serve people in that way.
So don't be afraid to test andkind of test the waters and
especially if you have an offeror service product that's doing
really well, like keep growingthat side of the business and
(10:55):
add something new in if you wantto.
But I think that's another wayyou can test.
It doesn't have to have to bethis wild huge launch.
It can just be like slap aCalendly link up there where
they could pay you a littlemoney for a call and get to it,
or put together a little packagethey can buy, send them a
proposal and honey book andlet's freaking go.
So that is kind of the thoughtson.
(11:18):
It is a guess.
Until you test, you can guessand hope and think something's
going to go to the freaking moonand it may not.
And I think the sidebar on thistoo is like do not underestimate
the power of talking to yourideal client, your current
(11:41):
clients and past clients.
Go to a past client and be like, hey, how can I serve you?
Also, your current clients,what other problems do they need
you to solve?
Alex Ramosi talks about solvingrich people's problems, which I
love, and I just have beenpondering and I told my husband,
(12:01):
brad, the other day.
I was like I don't know if I'mreally solving rich people's
problems yet.
I'm definitely solving a bigneed in the marketing, paid ads,
that consulting business space.
But that is just something tothink about too is like how can
I solve rich people's problems?
Because that's a whole podcaston itself, right?
(12:25):
Brad's here in the car with meas we're talking about this, so
I'm just excited for you.
Go test some things.
Let me know what you test.
I mean, the world is youroyster.
It's not life or death.
This is not.
This is not like brain surgeryhere I do.
I do giggle when that OliviaMiller also says there are no
(12:46):
marketing emergencies.
I agree 100% with her.
When I worked with Chick-fil-Ain marketing like it, it would
get stressful at times and it'sQSR quick service restaurant and
it would be, you know, we'd bereminded like hey, we're not,
this is not like brain surgery.
And then I went to work for achildren's hospital of Johns
(13:06):
Hopkins medicine All Children'sin St Pete and they literally
were doing brain surgery, whichwas ironic.
But now we're not doing brainsurgery.
It's going to be okay Ifsomething gets goofy and messed
up, that's fine.
But give yourself permission totest something new, try
something out.
And that is the beauty of beinga business owner is you get to
(13:30):
choose.
You are not tied to this.
And then, if you're listeningto this and you are an
entrepreneur working withsomeone else, the beauty of what
you get to do is you get tosuggest new tests and say, hey,
here's what I think we should do.
But you do not have to bemarried to something just
because you've always done it.
It's time to iterate, grow andlet's freaking test.
So let me know what you test.
(13:50):
I cannot wait to hear and I'llbe back soon with another
episode.
Thanks for listening.
Speaker 1 (14:00):
And that's a wrap.
Thank you for listening.
If you were inspired by thisepisode, be sure to check out
the show notes for the linkedresources and my free guide
three ways to know you're readyfor ads.
If weekly episodes aren'tenough for you and you want more
of your favorite click magnet,you can connect with me over on
Instagram.
At launch with Jordan, I hostregular challenges and drop
(14:24):
valuable tips that will helpmake your marketing click,
connect and convert.
And if you think it wouldinspire a friend, send it, share
it, just for clicks and giggles.
Welcome to the Clicks and Giggles podcast.
I'm your host, jordanRothwell-Perry, and I'm here to
make your marketing click,connect and convert.
My mission is to help goodpeople with great offers make
more money through paid digitalmarketing strategies.
I truly believe that one ad canchange everything for you and
(00:25):
your business.
Tune in weekly to unlearn whatthe bros and insert air quotes
agency gurus have led you tobelieve about advertising and
hear from inspiring women in mynetwork who are making business
a little more live, laugh,launch and a little less stuffy
suit and tie, because nobodyplaying the long game is having
(00:48):
a terrible time, whether you'renew to business making millions
or you're just my mom tuning infor clicks and giggles podcast.
Speaker 2 (01:08):
This is Jordan Rockwell Perry here checking in
and I wanted to talk about aphrase that I heard someone say
a while ago and I love it andit's something that may get you
out of your comfort zone, and itis the phrase it is a guess
until you test.
So I think it was, I think Iheard it from Myron Golden and
(01:33):
maybe then it was Kat and Macyfrom Guide Culture Sales Girls
who talked about it, and thenactually a client of mine, emily
, who works with them, mentionedit the other day when we were
talking about something she wasputting out into the world and
how really it's a guess untilyou test it.
And so I want to help you getcomfortable with testing things
(01:58):
and what that means and kind oflike the different spectrum of
testing.
So if you're like, what are youtalking about testing?
So testing can be as simple astesting two different subject
lines if your email providerlets you do that, and then
testing can also be testing acouple different kinds of
(02:22):
messaging posting one kind ofmessaging and see what resonates
.
Posting another hook and seeingwhat resonates.
And then you can take it evenfurther and test two different
landing pages, hey, what isperforming better?
And kind of isolate variablesthere and change them.
And then, when it comes to likethe paid ad side of things, when
(02:46):
you're at the point runningpaid ads, we test all sorts of
things.
We test does an image workbetter?
Does a video work better?
Okay, once we know which imageworks, what copy works and I
always say like you don't wake asleeping baby, baby, you don't
mess with an ad that's workingyou just kind of iterate around
(03:07):
it until the ad breaks, as Ilike to call it, and you can
also buy other ad campaigns,right.
And so I'll give you an exampleright now for a client of mine.
We know these reviews are doingwell.
So now we took the reviewthat's doing well and put it
with a bunch of different imagesand we're like let's see which
(03:27):
image hits.
And then, once we know what'sreally resonating, we're like
all right, let's make thatbetter.
Let's do that same image with acouple different hooks at the
beginning of the copy.
So we know this image stops toscroll, what does the copy do?
And so you can test with allsorts of things in marketing.
Just do not change too manythings at once.
(03:49):
That is like such such a bigthing that people want to do is
like I'm going to test, I'mgoing to change this, I'm going
to do that, and it's like youhave to iterate and take time to
see if that test worked.
What did, did you learn from it?
And also please, please, please, make what I like to call a
change log where, if you do makechanges on something, put a
(04:12):
note of what day you did so youcan know if it does better.
So let me give you an example.
I'm recording this in July, ifthis inspires you I hope it does
and your sales page has notbeen converting like you want it
to and you make some changesSay you make them August 1st and
so September 1st.
(04:32):
You review the numbers and youlook at August 1st to September
1st and you compare to July 1stto July, end of July and you're
like oh my gosh, like a hundredpeople went to my site of July
and you're like oh my gosh, like100 people went to my site in
July and three bought Well,that's a 3% conversion rate.
(04:53):
But then you look at it inAugust and you're like oh my
gosh, 100 people went to my siteand seven bought.
Well, that's a 7% conversionrate and it went up 4% and so
you can see is this working?
So just start to track things.
But make that change log so youknow like, oh, we made the
change this day.
That's like one of the biggestthings I run into working with
(05:15):
teams is they move fast.
Love that for you.
And if you have no recollectionof when you made a change, it's
like, oh, skirt, what are wegoing to do?
So get a change log, just alittle like Google sheet, google
doc, and be like hey, here arethe three things we changed the
buttons, we added a video or weremoved the video.
(05:35):
All that good stuff.
Because, really, like, I lovethat for you.
If you haven't had to test andchange in your business, you're
lucky and your time will comethat you have to.
So just even now, if you'relike okay, I know my conversion
rate of my sales page is X and Iwant to make it better.
Let's look at some things wecan change.
(05:58):
There's definitely withindifferent email software ways
you can test subject lines.
I know that Kartra has somecapability ConvertKit I don't
think Flowdesk is there yet.
And then let's see.
I don't know about Kajabi, Iwould have to look.
But just think about ways youcan.
(06:20):
Quick little changes would betry testing a PS in your email
again if you haven't yet.
Try looking at that sales page.
What can we do to make itbetter?
Put ourselves in our customerclient's shoes and then make
note of what you changed it.
But really remembering thatphrase I said at the beginning,
(06:42):
like it's a guess until you testand then spend time to review
the data.
So I think my biggest actionpiece of advice here is like
let's look at what you havegoing, let's figure out
something new you can test andthen go from there.
So that's more on the marketingside of things.
Then, especially if you'rerunning ads, go find what's been
(07:07):
a winner and even if nothing isconverted yet let's say you're
running ads yourself what'sgetting the most link clicks?
Let's start there and then findwhat's resonating and just make
it 10% better.
I want to say make it 100%better, but just start making it
a little bit better.
So that's on the marketing side.
Now let's talk about the offersand testing, because I find
(07:30):
people get really scared to makea different move from what
they're doing.
But I'll tell you this I was ona sales call yesterday and she
was asking me about Google ads.
She was asking me about allthese other things.
But I'll tell you this I was ona sales call yesterday and she
was asking me about Google ads.
She was asking me about allthese other things and I was
like, oh, we do Google ads.
And then we were talking aboutdesign and branding.
And I was like we do brandingtoo.
(07:51):
As long as you're a client ofours whether you're in clicks
that count or have done aone-off strategy call with me or
on a retainer you get ourexclusive agency rate rather
than like the general publicrate.
And she's like oh my gosh, Ihad no idea.
I'm like, no, I know.
It's like a best kept secretright now, as we're unveiling it
to the world, and here's whyyou can test offers and no one
(08:14):
has to know publicly.
You can sell on a sales call orin the DMs or try something new
.
So if there's been somethingyou've been wanting to try, it
doesn't have to be this likewild launch.
That's like three months ofplanning and execution and
websites and funnels and allthis stuff.
It's like no pause.
(08:34):
I want you to figure out ifthis works, if people need this.
It's like when people make acourse without people actually
wanting it.
For example, made this programcalled the Launchpad a couple
years ago and one person boughtit.
No one wanted it, but I thoughtthey needed it.
And now Click Set Count is aprogram that is going to walk
(08:57):
you through marketing, settingup your funnels, setting up
different ads, justtroubleshooting anything where
you're stuck.
And I know people need thatbecause they're asking for it.
And now that's why it makessense.
So same for you.
Back to testing another offer.
Please, for the love, do not gomake this huge big thing if you
(09:20):
don't know if someone needs it.
I have been on the side ofreally great wild launches, like
launches of a few thousanddollars to $200,000, $500,000.
Clients of mine had a milliondollar day a couple of weeks ago
and I've been on the side oflaunches where people are like
(09:42):
this product slaps, it's so good, 10 out of 10.
And and people didn't want it.
People were confused.
People were like like, oh, doesit have this?
And it's like, oh, had thisbeen beta tested under the table
, this could be refined reallywell and then launched super
publicly.
So I want to encourage you inthat, if there's something
you're like I really want to dothis, like go freaking play and
(10:06):
do it.
I was talking to my husbandabout it at dinner last night,
just with some offers and thingshe's working on.
I'm like this does not have tobe perfect, like what do you
enjoy doing?
Talk to three people you knowcould benefit from it and see
what they think.
And that's kind of howdifferent offers have worked out
for me, especially even my CMOoffer a fractional CMO for a
(10:28):
couple people, so fun helpingthem in their marketing and it
came up from a need.
It's something I was like ooh,this would be so fun and I know
I can serve people in that way.
So don't be afraid to test andkind of test the waters and
especially if you have an offeror service product that's doing
really well, like keep growingthat side of the business and
(10:55):
add something new in if you wantto.
But I think that's another wayyou can test.
It doesn't have to have to bethis wild huge launch.
It can just be like slap aCalendly link up there where
they could pay you a littlemoney for a call and get to it,
or put together a little packagethey can buy, send them a
proposal and honey book andlet's freaking go.
So that is kind of the thoughtson.
(11:18):
It is a guess.
Until you test, you can guessand hope and think something's
going to go to the freaking moonand it may not.
And I think the sidebar on thistoo is like do not underestimate
the power of talking to yourideal client, your current
(11:41):
clients and past clients.
Go to a past client and be like, hey, how can I serve you?
Also, your current clients,what other problems do they need
you to solve?
Alex Ramosi talks about solvingrich people's problems, which I
love, and I just have beenpondering and I told my husband,
(12:01):
brad, the other day.
I was like I don't know if I'mreally solving rich people's
problems yet.
I'm definitely solving a bigneed in the marketing, paid ads,
that consulting business space.
But that is just something tothink about too is like how can
I solve rich people's problems?
Because that's a whole podcaston itself, right?
(12:25):
Brad's here in the car with meas we're talking about this, so
I'm just excited for you.
Go test some things.
Let me know what you test.
I mean, the world is youroyster.
It's not life or death.
This is not.
This is not like brain surgeryhere I do.
I do giggle when that OliviaMiller also says there are no
(12:46):
marketing emergencies.
I agree 100% with her.
When I worked with Chick-fil-Ain marketing like it, it would
get stressful at times and it'sQSR quick service restaurant and
it would be, you know, we'd bereminded like hey, we're not,
this is not like brain surgery.
And then I went to work for achildren's hospital of Johns
(13:06):
Hopkins medicine All Children'sin St Pete and they literally
were doing brain surgery, whichwas ironic.
But now we're not doing brainsurgery.
It's going to be okay Ifsomething gets goofy and messed
up, that's fine.
But give yourself permission totest something new, try
something out.
And that is the beauty of beinga business owner is you get to
(13:30):
choose.
You are not tied to this.
And then, if you're listeningto this and you are an
entrepreneur working withsomeone else, the beauty of what
you get to do is you get tosuggest new tests and say, hey,
here's what I think we should do.
But you do not have to bemarried to something just
because you've always done it.
It's time to iterate, grow andlet's freaking test.
So let me know what you test.
(13:50):
I cannot wait to hear and I'llbe back soon with another
episode.
Thanks for listening.
Speaker 1 (14:00):
And that's a wrap.
Thank you for listening.
If you were inspired by thisepisode, be sure to check out
the show notes for the linkedresources and my free guide
three ways to know you're readyfor ads.
If weekly episodes aren'tenough for you and you want more
of your favorite click magnet,you can connect with me over on
Instagram.
At launch with Jordan, I hostregular challenges and drop
(14:24):
valuable tips that will helpmake your marketing click,
connect and convert.
And if you think it wouldinspire a friend, send it, share
it, just for clicks and giggles.
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
Ridiculous History
History is beautiful, brutal and, often, ridiculous. Join Ben Bowlin and Noel Brown as they dive into some of the weirdest stories from across the span of human civilization in Ridiculous History, a podcast by iHeartRadio.