121. Big Profits Through Split Testing with Justin Rondeau

Joining me today is the remarkable Justin Rondeau, who’s here to dive into the depths of conversion rate optimization. After listening to this conversation, you’ll be inspired and empowered to use A/B tests or split tests to help optimize your business. Justin is a uniquely expert. He’s the leader of the marketing and growth team at DigitalMarketer, which produces the Traffic & Conversion Summit.

Find Out More About Justin Here:

Justin Rondeau on LinkedIn
Justin Rondeau at DigitalMarketer
@Jtrondeau on Twitter
Justin Rondeau on Facebook

In This Episode:

• [01:09] - Justin jumps straight into talking about testing, discussing when one should use testing and when common sense is enough.
• [03:36] - For someone who isn’t too familiar with the realm of conversion rate optimization, what are some of the most obvious kinds of basic tests that Justin would recommend that people do?
• [05:04] - Justin talks about some of the things you could try out with offer tests, such as 14-day or 30-day free trials. Stephan then talks about the concept of risk reversal, and offers a strong example.
• [07:05] - Justin hasn’t dabbled much in risk reversal. Instead, he either mitigates risk or tries to take it off of people’s minds.
• [08:41] - We hear the story of how the $1 trial for DigitalMarketer Lab started, when they actually wanted to do a free trial.
• [09:51] - What happens when someone spends $1? Is that customer then more willing to spend more in the future?
• [11:37] - Stephan explains that the way you pitch something makes a lot of difference in terms of the value being portrayed. He uses an example, and inquires whether Justin has done anything similar.
• [13:38] - Justin talks about what testing showed in regards to the price range that works for a tripwire.
• [15:15] - We hear some tricks that people try to encourage customers with pricing tables. Those visual cues help people not think, Justin explains, and makes it as easy as possible for a customer’s brain.
• [16:52] - Stephan mentions the book Don’t Make Me Think, then asks Justin what he’s doing in terms of focus groups.
• [19:31] - Does Justin do any sort of surveying of his users?
• [22:27] - Justin lists some of the tools that they use on the backend after having moved away from Infusionsoft.
• [25:19] - What would be some of the ways to optimize a funnel where you’re just trying to get a phone appointment with a prospect?
• [27:56] - Justin credits Ryan Deiss with the idea that all marketing is ust messaging and sequencing.
• [28:30] - What is Justin using HubSpot for?
• [30:17] - We hear more about why Justin migrated away from Infusionsoft.
• [31:33] - Justin explains the techniques he uses to retain customers after they stay beyond the trial period.
• [34:23] - Justin discusses avatars, which he says aren’t up all around the office. He then discusses what a before and after state would look like for an avatar.
• [38:02] - Stephan talks about a four forces exercise that he learned from Taki Moore.
• [40:17] - What has Justin seen in terms of impact from incorporating trust seals?
• [44:10] - Justin discusses how to get to statistical significance with tests like he’s been describing, which you can’t just run on a small amount of traffic.
• [46:09] - Sliders and carousels are a lazy solution to a complex merchandising problem or offer articulation problem, Justin explains. He and Stephan then discuss videos in the background on homepages, which have gone out of style, as well as several other design features that are no longer in style.
• [50:20] - What are some of Justin’s tips for testing on social proof?
• [52:53] - Stephan shares a tip about video testimonials, which addresses the fact that not everyone will watch the video.
• [53:29] - Justin shares a final piece of information for listeners related to best practices, and points out that best practices do exist.
• [54:46] - Where can people go to connect with Justin?

Links and Resources:

• Justin Rondeau on LinkedIn
• Justin Rondeau at DigitalMarketer
• @Jtrondeau on Twitter
• Justin Rondeau on Facebook
• DigitalMarketer
• Traffic & Conversion Summit
• Clint Arthur on the Optimized Geek
• DigitalMarketer Lab
• Audible
• Don’t Make Me Think by Steve Krug
• Infusionsoft
• LimeLight
• Maropost
• Ryan Deiss
• Tony Robbins
• HubSpot
• Taki Moore on Marketing Speak
• SafeSite Certified