Case Study: How To Create Compelling Offers To Build A List

Welcome to Day 6 of our case study and the “renovation” of declutterhowto.com…

If you missed the previous parts of the case study, you can find them below:

Today I’ll show you how I have created compelling offers to build a list. 

Enjoy the video…

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Watch on YouTube: How To Create Compelling Offers To Build A List

Lead generation, or building a list, is the life blood of an online business. It allows you to send an email and potentially have thousands of people visit your website within minutes.

It is one of the best traffic sources you will ever have and a great asset to own.

Because of this, I have turned declutterhowto.com into a lead generation website. EVERY post has up to 8 CTA’s (Calls To Action). These calls to action have different free offers that require an email address to access the offer.

In the top navigation bar there are 3 links which take you to the newsletter squeeze page, the video squeeze page and the free report squeeze page.

NOTE: If they look different to the images below, it is because I have tweaked them based on the conversion data I’m getting from Google Analytics. You can see the original squeeze pages by clicking on the images below…

navbar links to squeeze pages

[threecol_one]
Newsletter Squeeze Page

Newsletter Squeeze Page

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Video Squeeze Page

Video Squeeze Page

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Free Report Squeeze Page

Free Report Squeeze Page

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Click the images to view larger versions

These 3 squeeze pages are accessed from the blog navigation bar, but I will also send paid traffic directly to them and do an A/B/C split test.

Split tests allow me to send the first visitor from a traffic source to squeeze page 1, the 2nd visitor to squeeze page 2, the 3rd visitor to squeeze page 3.

The 4th visitor then goes back to squeeze page 1, the 5th to squeeze page 2 and so on and so forth…

By doing this I can identify which squeeze page converts better with that particular traffic source, and maximise conversions.

All these squeeze pages were created very quickly using the OptimizePress WordPress Theme.

Once the person enters their email and clicks the subscribe button, they are taken to a page on the blog that prompts them to check their email.

I don’t give them the free report, free videos or newsletter until they have clicked the link in the email. This is to weed out the people using fake email addresses.

I also don’t use double optin. If you are a new Aweber user, you may not have the single optin functionality in your account and will be forced to use double optin.

[box]Double optin means the visitor has to subscribe on the website, and then click a link in the first email to confirm if they still want to subscribe.[/box]

Click the images below to see what the declutterhowto.com optin process looks like…

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check your email

Check Your Email Page

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email for download

Email for Download

[/threecol_one] [threecol_one_last]
your free report

Your Free Report Page

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What Is a Compelling Offer?

I used to think that a compelling offer was all about the item my subscriber received after they opted in.

In the early days of the model trains for beginners website (I used to own), I spent weeks crafting the best possible free reports. I would then spend less time creating the squeeze pages, only to have dismal optin rates and high unsubscribe rates.

Then I took note of what I was subscribing to online and why…

The squeeze pages were configured in a way that was compelling for me to want to subscribe. It was like they knew exactly what I wanted.

The first impression was great. The images, colors, font size and words on the page all tied together to create a compelling offer.

[box]A compelling offer is not about the free report, free video or free newsletter… It’s all about the elements on the squeeze page or in the optin box.[/box]

The free report, video or newsletter has to look good, but just be good enough. I typically create these within an hour or 2, from content I already have.

In the declutterhowto.com example I created a free report and free video offer from content already existing on the blog. You can download the free report here and see for yourself.

Once the free report was created and uploaded to my blog, I created the squeeze pages with OptimizePress.

OptimizePress completely removes all the design work required, and makes it very easy to create compelling offer pages.

What’s Next

The website now looks professional, provides a great user experience and is optimized for the optin… Now, I just need to add traffic.

I’m going to use a mix of 3 free traffic strategies and 2 paid traffic sources.

The paid traffic will give me results quickly, so I can tweak the pages and improve the conversions.

>> Day 7: How To Get Traffic To My Website

Please leave your questions or comments below…

  • Pingback: How To Build A List Of Prospects From Your Blog()

  • David

    Great video Ian. I do have a question though – is it ok to just use people’s youtube videos in your blog/reports without their permission? I was under the impression that you could only do that with media which is licensed under the Creative Commons license.

    • Ian McConnell

      Hi David, great question which I should have covered in the video.

      First up, you should seek your own legal advice if you are at all concerned about anything you are doing online.

      YouTube video’s can be shared by taking the video url or embed code, and inserting it onto any website… which is what I have done.

      Somebody could do this with my YouTube videos, which is what I am hoping will happen, because they are branded and will give me exposure (traffic). If I didn’t want them shared I would have made them private on YouTube, or uploaded them to my server.

      YouTube is a great traffic source… So, by Tasra creating these videos on YouTube, they will be shared and give her exposure (traffic). I am doing her a huge favor by promoting the videos to my visitors. I do run the risk that she could take them down at any time. But, by then I would have done my tests and probably replaced her videos with my own.

      This point was discussed extensively by the creators of LeadPlayer. LeadPlayer is the player that allows you to insert an optin box to any YouTube video (yours or someone else’s). They had to enter into discussions with YouTube to ensure the player did not violate their policies, which it doesn’t. YouTube loves the fact that the player creates more sharing of their videos which is what it thrives on.

      Cheers
      Ian

    • Ian McConnell

      David, you can view the YouTube terms of service at: http://www.youtube.com/t/terms

      Take note of section 6.C. Here is a small excerpt:

      You also hereby grant each user of the Service a non-exclusive license to access your Content through the Service, and to use, reproduce, distribute, display, publish, make available online or electronically transmit, and perform such Content as permitted through the functionality of the Service and under these Terms of Service.

      Cheers
      Ian

  • Kevin

    Good stuff, Ian. I’m especially interested in the next part. It all comes down to traffic, and that’s what seems to hold me back the most.

    By the way, I like how nice and professional your declutter report looks. Can you tell me how you got the pictures for it, and how you edited them to have that white border?

    Also, I want to thank you for this case study, and let you know that it’s really helping me move forward.

    • Ian McConnell

      Thanks Kevin, I appreciate the feedback.

      The report was created in Pages on a Mac. I just used the basic report template which automatically applies the white borders on the image.

      When I used to use Word, I would click on the image and then apply a border.

      Alternatively, just ask someone on fiverr.com to do it for you.

      Cheers
      Ian

  • Kevin

    Youtube wouldn’t provide us with the embed code if they didn’t want us putting the videos on our sites.

    • Ian McConnell

      That’s right Kevin, they encourage it.

  • Ken Savage

    Ian, Great stuff! Did you make these videos or are you “borrowing” them from someone else to build your list?

    • Ian McConnell

      Hi Ken

      The videos on IMHO are my own, but the ones on declutterhowto.com are YouTube videos with a custom player.

      Cheers
      Ian

  • Owen

    Very interesting. Thanks
    How do you get the pictures on the left of the home page? It looks like the news theme with the read more link to read the whole post. Is this a feature of Optimize press or do you have to buy images from a image provider?
    Also do you have a video course on how to do all this stuff?
    Looking forward to the next instalment.

    • Ian McConnell

      Hi Owen,

      Optimizepress does this automatically… They have very detailed instructional videos showing you how to do all of this.

      Cheers
      Ian

  • Ian,

    I’m really impressed with the makeover of this website. The new version looks so clean, attractive, and very easy to use!

    I also love how you’ve optimized the site for lead generation. I don’t think I’ve seen any other site that has done this so thoroughly, but without being obnoxious about it. Very nice job!

    One question: What happens when one person signs up separately for the report, newsletter, and videos? Does your mailing list system recognize their email address, and not duplicate it each time?

    I’m learning a lot by going through all your posts, articles, and videos. Thanks so much for sharing!

    • Thanks Debra,

      OptimizePress makes me look good… It’s easy for people to use and, with some good copy, it almost automatically creates sites that convert well.

      About the different optins… If a person signs up with the same email address, Aweber will recognize this and display the message you have set to display.

      The default Aweber message is something like “You have already subscribed…”, or you can create your own custom page to send them to.

      I found that some readers come back months later and want the free report (because they may have lost the original one), so I usually always send them back to the download page.

      I love your website BTW… Because our soil is basically beach sand that type of gardening appeals to me.

      Have Fun
      Ian