The F word, psychology of colours, and other amazing things you did not know
The F word, psychology of colours, and other amazing things you
didn’t know about generating massive leads for your business
If you͛ve ever run your own business, you already know this.
Without a steady stream of leads, you͛re dead in the water.
So dead, you may as well sell your Game of Thrones DVD collection,
cash your insurance policy and buy a plane ticket to Panama.
Not only do people get bored easily. They get bored fast too. That͛s
why without a steady stream of new blood rushing through your
Well, you know what happens.
But fear not – because today we͛re going to look at the psychology of
converting whatever scarce resource we have into cash paying leads.
The dodo. No new leads came to him.
What the gurus say
"͞Free traffic sucks"
"It's way too slow"
Just turn on your Facebook feed and you͛ll see gurus exalting the
virtues of massive paid traffic.
"Just do it". (Same as Nike)
"It͛'s like a tap".
Tap my ass.
Do you pay $50 cents per click when you turn on your tap?
Paid traffic works alright. But it needs to convert, like gangbusters.
Or we run out of cash faster than you can say "where did my money
To help with this - I want to share some insights with you from the
world of science.
These will help you convert whatever scarce resources you have.
Not only that – but these tips will also ensure that you have higher
Click Through Rate (CTR) for your ads - resulting in lower Cost Per
Yea baby. We're rocking.
A word about paid traffic
When you start with it, paid traffic is like gambling.
You throw the dice, never knowing where it͛s gonna land.
Here is how I treat paid traffic
Yes, it͛s a gun. And it͛s loaded.
I set aside a sum of money I know I can afford to lose.
$500…$1000…$2000…I know in advance the full liability.
Then I convert the MOFO as best as I can.
Let͛'s get started
Conversion tip #1 - Beware the colours
Research shows that colours have a profound effect on our moods
and purchasing behaviour.
Colours play a role in our website design, product branding, and call
to action media.
Today I will concentrate on a simple technique, which is colour
optimisation of our Call to Action (CTA) buttons.
Buying stuff is based on emotional triggers.
And so it would stand to reason that we would want to utilise colours
to help us sell more.
The only way to know for sure which colour will have the best results
is through testing, but here are some ideas to get you started:
Red is considered a winning colour in the world of marketing –
denoting action, energy and optimism.
In a recent study by HubSpot, a red CTA button outperformed green
2. But colour ain't worth sh**t if you can't see it
OK so now we know that colours play a leading role in conversions.
But the other thing we want them to do is actually notice that there
is a button there!
We now know that red is better, but which of these would you
The CTA button needs to be very visible – in high contrast to the
The more visible – the higher the clicks (and CTR).
See below an example of a high contrast CTA button - the kind that
will not be missed
Another thing to remember with buttons – is that we want to keep
them in line with our brand.
The brand we worked so hard to build.
People are gonna think it͛s cute.
The perceived value of a click will go up.
Heck, the site might even end up going viral.
For example, if we have a biker͛s accessory store, we probably
wouldn't want a pink CTA button.
choose a calming green CTA.
(or have a look at thse examples below)
4. You need to be in it to win it.
To get people to take action - we need to make it easy for them.
The best way to do this is having a clickable button - and of
must have one in the first place.
(You͛d be surprised at how many people don͛t actually have them –
see example below)
At the very least have a pop-up with an opt-in form.
Regardless of what other Call to Action you have on your site –
always have a clickable button to further your objectives.
Kiss stands for "keep it simple".
(You know what the second S stands for, but I won͛t say it here –
͚cause you͛re not!)
Research shows that pointing our audience towards the CTA button
has a large effect on conversions.
This stands to reason – It might be obvious to us, but people need to
be shown what to do.
Or how about this – big enough?
At the very least use an inline field label (which can easily be set up
on most page builders).
See another example below - a recent test showed that this
increased conversions by 36% (source: http://www.conversionvoodoo.com)
(I also like the invite to join the RSS Feed if "not ready to take that
7. Use as few fields as possible
I live and die by this rule -
The higher the percentage of clicks, and subsequent conversions - we will receive.
Seems counter-intuitive…ďut that͛s just the way the cookie crumbles.
If you can get away with just an email capture – do that.
If not – at the very least use a "layered field" - this works well
because the user is emotionally invested by the time they start filling the form
- and so the subsequent rate of opt-in is much higher.
8. It's all in the
Where you place the lead generation box matters in a big way.
Because of what scientists call the "F- pattern".
This relates to how our eyes move across the page when first arriving
at it – it looks like this.
It would stand to reason that we would want to place our "prime"
real estate on the left-hand side of the page.
Most lead generation pages have their most valuable possession –
Always on the lookout for higher conversions (and greater profits)...
...often place their lead capture pages on the left side.
9. Science to the rescue
The other thing to be aware of is that most people read "above the
fold" (i.e. on the first page on which they land – without scrolling
So – where should we place our opt-in forms?
You guessed it.
This is what we look for when we land on a page:
Placing your prime real estate in the best location of the page -
(above the fold, and on the left side of the page)
Will do wonders for your opt-ins and profitability.
In conclusion – paid traffic is indeed like "turning on the tap" and
releasing an endless flow of traffic onto your landing page.
There is one problem, however, - cost.
That is why ensuring that our page is as high converting as possible
will make this exercise more palatable…and profitable.