Crash Course in Practical Conversion Optimization workshop

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Conversion Optimization Isn’t Just For Nerds

Learn to analyze marketing to GAIN CONTROL OF YOUR RESULTS

Take Control of My Marketing

TYPICAL RESULTS:

When clients ask me, “How big of a difference does optimization usually make?” I’d like to yell,

“The biggest freaking difference you’ll ever see!”

What I actually say…

If out of 100 people getting 20 to convert on some page would be considered “good” by experts, you can usually get to about 30. In other words, with good conversion optimization, you can usually get about 50% better conversion rates than what’s considered good.

If you don’t already get “good” results, the improvement can be massive. For example, if now only 6 people who see that page convert, getting to 30 would mean a 5x increase.

NOTE: The improvements compound with each other. Let’s say you now get 100 leads, 20 of those leads see your sales page, and 2 of those people buy. Increase each number by 50% and you get 7 sales (150 leads, 45 see sales page, 7 buy).

Conversion optimization—even when done well—is not a magic bullet. It doesn’t solve all marketing and business problems.

However, it enables you to put your time and money into what’s most likely to make a big positive impact. You won’t waste time or money on things that likely won’t help you, no matter how promising they seem at first.

It doesn’t matter whether you’re making only a few sales or millions, what industry you’re in, how you do the selling, what your products or services cost, whether you sell to individuals or companies, or anything else. The actions you take are always unique to your situation, but the process for finding the right things to work on is the same.

Table of contents

Conversion optimization isn’t just for nerds
Without the right process, most attempts to increase sales—umm… become more like learning opportunities than blazing victories
Honest data is for the brave
If the issue was obvious, you would’ve already fixed it because you aren’t dumb
Don’t worry – Most issues have clear solutions
You might have heard common optimization advice that nearly guarantees disappointment
So, where’s Waldo?
Details about the Crash Course in Practical Conversion Optimization workshop
Who is this workshop meant for and what can you expect?
1000% ROI GUARANTEE

Conversion optimization isn’t just for nerds

Conversion optimization is NOT industry specific. It’s not more effective in one industry than another. There are cases where it’s more obviously necessary (e.g., online businesses), but even if your marketing happens offline, you can use the same approach to improving your results consistently.

Conversion optimization does NOT need to take a lot of time. You can do it, even if you only spend an hour on it here and there because that’s enough to see what you should work on to have the best chance of increasing your profit.

Conversion optimization does NOT require a lot of math. The really geeky stuff only comes up if you want to become an expert at conversion optimization. As a business owner, you don’t ever need to think about those things.

Without the right process, most attempts to increase sales—umm… become more like learning opportunities than blazing victories

Most of the time, when talking to people about their attempts to increase sales, the pain is obvious: they’ve wasted time and money and only learned that it didn’t work for them. It’s hard to feel that trying yet another potential fix would be a good idea. But when you break down the issues to see the underlying causes, things look more manageable.

Let’s start with a quick look at the problems people usually face.

Without the right process, you’re almost certain to run into one of two issues:

You might work on things that are less consequential than they seem. No matter how much you improve those things, you see little to no increase in profit.

You might work on things that already work as well as you can expect. Even if a piece of your marketing underperforms, it’s often a reflection of an issue elsewhere.

We’ll get to how you find the right things to work on in a moment.

But even if you work on the right thing—a bottleneck that significantly affects your profit—that’s no guarantee you see an improvement.

Before you try to fix something, you should know how it’s broken.

Imagine you go to a doctor who immediately takes out a scalpel to check your Achilles tendon. But you just have a sprained ankle. That sounds absurd. Yet, it’s common for business owners to try potential fixes without first knowing what the real problem is.

We’ll look at how you find the underlying problem a bit later.

However, even if you’re solving the right problem, there are a few more things that can go wrong. We’ll get to those issues later on. Let’s first look at how you find the right thing to fix.

Honest data is for the brave

If I asked you, “What’s the main bottleneck holding you back right now?” you probably would have a good answer. The problem is, even when I think of my own business, my first answer is probably a bottleneck that doesn’t affect my profit as much as it seems. If I don’t base it on analyzing results, it’s just a gut feeling.

Don’t get me wrong, I’m fairly certain your answer is good. If you pursue it, you might improve something. But unfortunately often when I ask my clients about their bottlenecks, their answers are misleading them the same way as my gut feeling would mislead me.

Looking at data can make you feel naked. It’s sometimes easier to forget the data and go with the gut feeling than to look at your business as it is.

But bravery is rewarded.

What if you don’t need to make that $10k investment in redoing the sales page? What if the problem is just the small step before the sales page? You can fix that in an afternoon with a bit of guidance and a cup of tea.

Highlights from the workshop:

How to find the bottleneck that’s cutting your profit the most (at 11:49)
What specific numbers you should look at—and benchmarks for those numbers—to find the greatest opportunities (including advertising, webpages, emails, videos, webinars, and sales calls/meetings) (at 16:26)
What affects your key advertising metrics the most (at 17:41)
2 “red flag” numbers you must notice immediately or risk (literally) losing access to your greatest revenue source (at 33:48 and 35:56)
The key numbers you should look at in webinars (including the two most useful numbers even marketing experts rarely consider) (at 46:44)
How to select the right bottleneck to work on, so you’re most likely to see a meaningful impact on your profit (at 1:00:52)
Example marketing analysis, so you see how exactly you find the best opportunities (at 1:04:29)

If the issue was obvious, you would’ve already fixed it because you aren’t dumb

Every other week or so, a client tells me they need help with a landing page. They’re usually planning on creating a new one because the current one is underperforming, and they’d like a “high-converting landing page template.” I have a few of those to give, sure. But before you take out your scalpel to fix the Achilles tendon, check that it’s not just a sprained ankle.

The issue might be that the page doesn’t make visitors understand the value they could get or there’s some other specific issue on the page. Or the issue might be some detail about the advertisements you use to get people to the page.

The same is true for your website in general, emails, presentations, webinars, videos… If there was a perfect template, you would’ve already found it. If you’re like most people, you’ve tried a lot of things that haven’t made much of a difference.

So, before you build yet another new landing page or any other piece of marketing to fix things, figure out what the true underlying issue is.

That’s where a good conversion optimization process makes a big difference. It’s not just about finding the right thing to work on and testing new options. It’s also about finding the most likely cause of poor results first, so you spend your time and money on fixing what’s most likely to make a difference to your profit.

Highlights from the workshop:

The 3 things that always make the greatest difference to whether or not someone buys (at 1:10:11)
The simplest way to analyze any piece of marketing or sales to find the best way to improve it (at 1:10:38)
An often overlooked thing you must help people understand, so they feel your offer is a great fit for them (most people forget to do this because it seems like the most obvious thing that “surely doesn’t require explaining”) (at 10:12:10)
How the best proof can push people away (this has reduced conversion rates by more than 90% in more than one case I’ve seen, but most people think doing this is guaranteed to improve sales) (at 1:14:10)
How to get more people to want almost any offer more without changing the offer at all, even if (or especially if) your conversion rate was fairly good already (at 1:17:15)
A common mistake (especially B-to-B companies often make this) that can drastically lower your conversion rates (it usually takes less than 3 minutes to fix) (at 1:18:56)

Don’t worry – Most issues have clear solutions

If you go looking for an answer to “how to make more money?” nearly all the answers you get are irrelevant or ill suited for you.

The question is too vague.

Imagine you were a good painter, but you wanted to improve and looked for an answer to “how to paint better?” You’d find general information about painting and lots of beginners’ tutorials.

What if you knew your primary issue was shadows? How much more useful instructions would you find if you looked for “how to paint realistic shadows?”

It’s the same in marketing. When you know what exactly is holding your results down the most, you can find the solutions that make the greatest difference.

Need to build more trust? There are lots of clear ways you can do that. Need to improve clarity? Not a problem. Need to make people desire your offer more? You can find lots of advice on how exactly to do that.

You see examples of and solutions to common issues in the Crash Course in Practical Conversion Optimization workshop.

What if a change doesn’t improve your results? That’s a result, too. It’s data you use to make your next decision.

Highlights from the workshop:

The most common reason for low conversion rates (that most people are completely oblivious about in their own marketing, but hate when they see elsewhere) (at 1:27:55)
How to make people feel that they should pay attention to what you’re saying because it’s meant for people just like them (at 1:31:43)
What makes people see your offer as valuable (and what makes them dismiss it, even if its value should be obvious) (at 1:36:41)
Ways to make people want your offer enough to take immediate action (at 1:38:55)
How to make people trust you (and what you say) (at 1:42:04)
3 simple changes that make more people join your email list (at 1:47:39)
How to maximize the number of people who submit a form, but also get a lot of information about them (at 1:49:45)
5 key ways to make a purchase feel less risky (regardless of price) (at 1:51:05)
What to do if there’s no apparent issue, but the conversion rate is low (at 1:24:28, 1:55:53, and 2:59:59)

You might have heard common optimization advice that nearly guarantees disappointment

Most people who do A/B testing only see meaningful results less than 10% of the time. And only about half of those are positive results. In other words, 95+% of the time they put in doesn’t increase their profit.

No wonder so many people think A/B testing doesn’t work.

What if you got meaningful results 80-90% of the time and far more than half of those were positive? If you know much about A/B testing, that might sound unrealistic. But it’s not.

People often test things that don’t change how potential customers think or feel. Those tests have no chance of creating a meaningful difference.

A new button color rarely makes more people click it, unless the original button was hard to see. A new headline won’t make more people read a page if it says the same thing as the old one just using slightly different words. A new landing page template won’t increase conversions, unless the old one made it hard for people to see the important information.

The common advice even many “experts” repeat is, “Test one change at a time, so you can be sure what made the difference.”

That’s true. It’s also completely besides the point.

It’s academic advice. And if you’re doing your doctoral dissertation, you should heed it.

If you want to make more profit, it’s a terrible idea because it leads to far slower improvements than what’s possible. Will you lose sleep over not being certain what specific change on a sales page doubled your profit? Or do you just move on to increase your profit further?

The process you follow makes all the difference to how consistently you see meaningful improvements. Making bigger changes than many people think is “right” is just a small part of it.

Highlights from the workshop:

How to test advertising in a way that’s likely to have a major impact (at 1:53:58)
The 4 aspects of your marketing that affect your results the most (and are the best candidates for impactful optimization) (at 1:55:53)
When to test small changes (and still see the most meaningful results from your tests) (at 2:07:13)
Everything you need to know about testing technology, so you can use it easily (at 2:08:55)
The 3 technically different types of tests you should understand, so you choose the right type for your situation (you should almost never use the one that probably sounds the “best”) (at 2:11:33)
How to test personal marketing and sales activities and avoid a mistake that often makes people go the wrong way (at 2:17:30)
10 typically profitable tests you can start with (at 2:29:03)
How to track your marketing and sales results in tricky situations (e.g., offline marketing or phone calls) (at 2:37:28)

So, where’s Waldo?

Two tools are the easiest to learn and use in optimization: A/B testing and simple evaluation of what might not be working about a piece of marketing or sales. But they are just two of the tools at your disposal.

They’re the most common for a good reason, though; even someone who knows nothing about optimization can learn them quickly.

Many of the other optimization methods seem complicated. For example, people often waste time looking at heatmaps. They feel like they don’t even know what they should look for.

However, that’s not because heatmaps would be hard to use. It’s because they don’t know how to read the map.

Imagine “Where’s Waldo” (a children’s picture book where in each picture Waldo is hiding somewhere) but you don’t know what he looks like. You’d just see a picture with 100 people in different clothes. You know you’re supposed to identify one person, but you have no idea what that person looks like.

That’s what many of the optimization tools look like to people.

When you know what specific patterns you’re looking for, suddenly the tools like heatmaps, scroll maps, clickmaps, and session recordings make sense. You’re no longer looking at random meaningless images or data. You’re looking for specific things.

Highlights from the workshop:

The 7 key optimization methods aside from standard analysis and testing (at 2:59:59)
4 ways to find out which parts of a longer webpage make a positive difference and which parts lower your conversion rate (at 3:00:19)
The easiest way to make sure you aren’t losing sales because of people’s misunderstandings (at 3:11:51)
A source of clear signals of what would increase your profit that most people either dismiss or misinterpret (at 3:19:34)
The easiest way to get as good (or better) results as your most successful competitors (at 3:20:58)

If you want to learn the practical process for increasing your profit systematically, this 3.5h on-demand workshop is meant for you.

You see the entire process, step-by-step with clear explanations, examples, and benchmarks.

You’ll know how to analyze your marketing and decide what to do next. Immediately after (or even during) the workshop, you might see what’s been holding you back for months.

Who is this workshop meant for

and what can you expect?

This workshop is not meant for everyone interested in marketing. How you will benefit (or not) depends primarily on your level of expertise.

Total beginner – no marketing experience

This workshop is not meant for total beginners. However, if you put in the time to understand the concepts, you'll learn how to approach marketing analytically. In other words, this won't be the easiest or most exciting thing for a beginner. But this might cut your learning curve shorter by years because you learn to approach marketing analytically.

Non-professional – marketing results are unpredictable

This workshop is IDEAL for non-professional marketers. If your results are unpredictable, there are still some meaningful issues to fix. If you don’t know how to find those and identify the underlying problems causing them, you can spend months or years trying all sorts of things hoping something works. And still, you might not see much of a difference. In this workshop, you learn to find the bottlenecks and the underlying issues you need to fix to see a meaningful difference in your sales.

Experienced non-professional – consistently good marketing results

This workshop is IDEAL for non-professional marketers. If you get consistently good marketing results, you must already have a reasonable approach to marketing. This workshop will improve that approach, so you find more lucrative opportunities, get more consistent results, and waste time on fewer ineffective things. There are certainly some things you're familiar with, but overall you're likely to see drastically better results thanks to taking a more analytical approach to what you work on and how you make changes.

Marketing pro – you know marketing so well that you could teach it

If you want to learn a clear, consistent approach to CRO that doesn't take a lot of time, you will get that. However, this is not meant for marketing pros, so there are certainly plenty of things you already know and the pace might feel slow.

Conversion optimization pro – you know optimization so well that you could teach it

If you want to improve as a conversion optimization pro or see a new, clear framework that doesn't require lots of time, you will get that. However, this is not meant for optimization pros, so most of the content will be familiar to you and the pace might feel slow.

What the Crash Course covers

The full conversion optimization process I’ve used for nearly a decade with clients ranging from marketing experts to business beginners and from traditional offline businesses to SaaS companies
How to analyze your marketing to find the bottlenecks holding you back
How to identify the issues that affect your profit the most (including benchmarks for the key numbers you’ll be looking for)
How to choose what to focus on, so you have the best chance to see a great impact on your profit
Examples of how to fix all the most common issues, so you can model what has worked before
The technology for testing marketing and sales (online and offline)
Different types of tests you might set up (and how to choose which type to use)
The tests that most commonly create positive results
How to track your results, so you can verify the change, instead of relying on gut feelings
How to analyze tests, so you don’t get fooled by numbers that seem good but don’t truly mean what they seem to mean
How to use other optimization methods like heatmaps, scroll maps, and session recordings easily to increase profit (note: most of the time these tools don’t create a meaningful result, so don’t use them without knowing what you’re doing with them)
The easiest way to build marketing that works as well (or even better) than your most successful competitors’ marketing (this works better, the more competition you have)
And much more...

Bonuses

You get a handful of small, but very practical bonuses in addition to the workshop when you buy today.

These all make it easier for you to see significant results from optimization.

Conversion optimization process checklist — Coming soon

You learn the process during the workshop. If you ever need a refresher, this checklist makes it easy for you to see what the next step is at any point.

This also makes it much easier to work with a team. Everyone can see where the project stands and what needs to be done next.

15 best A/B tests nearly every business should try — Coming soon

Some tests commonly create meaningful, positive results. These are the tests I’ve seen to work most consistently and often create the greatest increases to profit.

Some of these tests are very quick to do. Some take more time. You can start from the tests that seem like the best fit for your situation (and the ones you have time for right now).

This list doesn’t replace being able to analyze your marketing to find the best opportunities. But as a source of ideas, you can’t go wrong with any of these tests.

A/B test tracking sheet

The more tests you do, the easier it is to lose track of what you’ve tested already and what the results were.

This simple tracking sheet (downloadable Google Sheets) makes it easy for you (or your team) to keep track of all the important information. You won’t need to go back to archived tests to look for information you only later on realized would be important. Especially if you haven’t done much testing before, you might not be clear on what sort of information you’d like to have about older tests (I felt this painfully years ago).

You can also easily add more information to the tracking sheet if you have unusual requirements.

Tech Cheat Sheet Collection

You see the technology I use and why I use it (a video where I go through all the tech I use).

More importantly, though, you get my full list of recommendations with explanations of why I recommend something. The explanations are especially useful when there are many good options.

There are also free options for many things—I rarely recommend expensive options.

Here’s a small fraction of what’s covered:

A/B testing and tracking technology (including options ranging from free to advanced)
Website and funnel building options
Payment technology (including a tool I use for saving thousands of dollars a year)
Email marketing technology options
Video, webinar, and meeting technology options

1000% return on investment in 6 months or less GUARANTEE

When you follow the process, you will consistently see faster progress than most people ever experience in business. But if you’re somehow unhappy about the workshop—or don’t get at least a 1000% return on your investment—you get a full refund. Just send an email to contact {at} petersandeen.com within 6 months of your purchase.

Would you like a personal guide?

You will learn the full conversion optimization process in the workshop.

However, if you want additional support, it’s available.

You get 2 coaching calls with me (not some assistant coach), which you can use whenever you want marketing help (even years later).

During each call, we go through what you should focus on and how to do it, so you have the best chance of making progress. Or if you have specific questions, we go through those, so you know exactly what to do next.

We can talk about conversion optimization, look at your data and tests, or plan your next changes. But it's normal coaching, so we focus on whatever will help you see the greatest impact on your marketing results.

If you choose the option with coaching included, you're still protected by the 100% money-back guarantee. If you aren't happy with the coaching, let me know by the end of the first coaching call, and you get a full refund. This guarantee is valid for 30 days from your purchase.

What some clients have said after working with me...

423% more sales

Peter helped me increase my sales by 423%.

- Danny Iny, Mirasee

More sales in 2 weeks than in the previous 6 months

Within 2 weeks of changing my homepage and focusing my email messages on my value proposition, I got more call requests, more email opens, and more clients paying for my high-end program than I did in the previous 6 months.

- Steve Horsmon, Good Guys 2 Great Men

New clarity to message

Even though I have literally coached thousands of business owners in developing their own marketing and message, I turned to Peter.

- Jon Goldman, Brand Launcher

Profitable sales funnel

Peter gave me clear steps to follow to rebuild all the steps in my conversion path. And a clear process to follow in order to test and improve on this once we had it up and running. He also got me thinking about what was missing from the offer itself and pushed me to fill those gaps when I was reluctant to do so.

I now have a sales funnel in place that is consistently producing sales when I run ad traffic to it.

- Mark Morley-Fletcher, Play in the Zone

He makes complicated ideas seem simple

The best way to describe working with Peter is to say he can ‘see around corners’. He doesn’t just look at the obvious - he has a way of taking his huge knowledge about marketing and applying it to every aspect of your business. He delivers over-the-top value and what’s more, you can tell he really cares.

- Kerrianne Cartmer-Edwards, Unforgettable Impact

Sales doubled each year

The main thing Peter did was to bring clarity to our marketing. We've focused on a clear message, which made marketing easier.

We’ve approximately doubled our online sales each year since then (breaking the $1mil line).

- Halfdan Hansen, Jens Hansen Gold & Silversmith

6% funnel conversion on a $1,000 product

I set up my new sales funnel within 4-6 weeks. It’s already converting at close to 6% on a $1,000 product.

- Natalie Sisson, The Suitcase Entrepreneur

Couldn't keep up with work

In just 4 or 5 months we were so far behind in work we had to hire more people to cover the work.

- David Roussel, South Air Inc

Sales doubled

Peter's focused and actionable advice helped me double sales within a couple months—and they're still increasing.

- Shayna Oliveira, Espresso English

Clear plan that feels right

Talking with Peter, after so many years of hype and over-promise with other marketers, is like landing on a sane, calm, more intelligent planet.

- Ann Convery, Speak Your Business

Know where to focus

At last someone who doesn’t spend half their time inflating their ego’s, instead, just discussing effective strategies. His strength is to look quickly at a multi- step process and identify where to focus was priceless.

- Chris Rycroft, Percepti Global

Learn the step-by-step process you can use to consistently increase your profit. It’s hard to find a more valuable skill you could learn in an afternoon.

Next time you don’t know what to do to get better results… well, there won’t be the next time.

You’ll know what to focus on and what are the key things to get right. That doesn’t mean you’ll go from one amazing result to the next with no challenges on the way. But it does mean you’re never stuck or feeling like you have no control over your progress.

What you get

The Crash Course in Practical Conversion Optimization: You get immediate, lifetime access to the 3.5h on-demand workshop (including timestamps and chapters)

Conversion optimization process checklist (coming soon): You don't need to wonder what to do at any point (or watch the workshop all over again)

15 best A/B tests nearly every business should try (coming soon): These are the tests that create the greatest results in most cases

A/B test tracking sheet: Keeping track of your tests and the results makes it far easier to keep increasing profit

Tech Cheat Sheet Collection: Training on what technology I use and recommend (and why), so you avoid expensive trial and error

Optional: 2 coaching calls: Get personal help from me, so you know exactly what to focus on and how to do it, so you make the fastest progress

Workshop

Normal live workshop: $2,823 USD

On-demand workshop now: 3x $97

Pay in full to save additional $44

Increase My Conversion Rates Get immediate lifetime access to the workshop

You can also pay in EUR.

1000% ROI in 6 Months Guaranteed

If you don't see at least a 1000% return on investment in 6 months (or are otherwise unhappy), you get a full refund.

Workshop + Coaching

On-demand workshop + 2 coaching calls: $1,201 USD

Now: 3x $350

Pay in full to save additional $100

Increase My Conversion Rates Get immediate lifetime access to the workshop + 2 coaching calls

You can also pay in EUR.

100% Money-Back Guarantee

If you aren't happy about the coaching, let me know by the end of our first coaching call, and you get a full refund. This is only valid for 30 days after purchase (accounting reasons).

When Peter talks conversion optimization, I listen.

His knowledge and understanding of the topic is superb. Without hesitation I would recommend Peter to anyone looking to improve their website’s conversion.

– Michael Zipursky, Consulting Success

Peter is a master at conversion.

He is one of a small handful of people in the world that I listen to on the topic of conversion.

– Steve Gordon, Clients on Autopilot

TYPICAL RESULTS:

423% more sales

More sales in 2 weeks than in the previous 6 months

New clarity to message

Profitable sales funnel

He makes complicated ideas seem simple

Sales doubled each year

6% funnel conversion on a $1,000 product

Couldn't keep up with work

Sales doubled

Clear plan that feels right

Know where to focus

1000% ROI in 6 Months Guaranteed

100% Money-Back Guarantee

When Peter talks conversion optimization, I listen.

Peter is a master at conversion.

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