While I was at Ed Dale’s event a few weeks ago, I also had the opportunity to have a chat to Daniel Turner from www.PLRPro.com, which he runs with his business partner Marc Lindsay. Before the interview he told me how he used video to help him increase his conversion rates by 108%, and that really peaked my interest.
So, during this interview, I ask Daniel to explain how he managed to pull it all off. I also had another separate interview with Daniel about how he creates amazing products really fast using online video. I’ll upload that one next…
Transcript Of Today’s Video
Gideon: Hi there. Gideon Shalwick here. Next up I’ve got Daniel Turner from www.PLRPro.com. He’s going to tell me a little bit about using video, how he sets up his video, his equipment and stuff that he uses, and also more importantly after that how he used online video to increase his conversion by 108%. That’s pretty amazing, so I’m really keen to find out about that.
Thanks for joining us, Daniel.
Daniel: My pleasure, mate!
Gideon: So give us the rundown. How do you do your online video normally?
Daniel: There’s two things I do. The first thing is that product creation is the primary modality for what I use video for, and the second I think is as a sales tool to hopefully increase conversions.
The thing with video is sometimes it can be tricky in the respect that people will listen or consume the way that they prefer. I’ve had clients who have said, “No, no, no, I don’t like video,” and others who have said, “Please give me more.”
What was interesting – and I’ll use the example of the increase in conversion – is what we did when we launched Outsource Method last February.
Something that was quite interesting was that on the order page I was finding was that people would drop off. There was a large number of people clicking through to the order page, but then there was a large number of people dropping off there.
I thought, “Okay, that’s obviously a point that I need to correct,” so all I did was a basic 60- or 70-second video, which was a recap of the sales page. “Here’s what you get, here’s what it is, and here’s what I want you to do.”
That was probably one of the most important parts, letting them know what the next step is, but it was a video of me talking directly to the person. Literally from day 1 to day 2 – we do a lot of A/B split testing – in that direct test there was a 108% increase in conversion through to sale.
Gideon: Wow, so this is just in going from text to video?
Daniel: No, the sales page remained as text, but on the order page I added a 60-second video going over or clarifying what the sales page said, and also what I wanted the user to do next.
Gideon: Okay, so let me get this straight. You had the sales page…
Daniel: Sales page with standard text – which by the way, I’ll be using video from now on – and then they click through to the order page, and the first thing they’d see at the top would be the video of me sitting there behind a webcam or whatever it is – not professional like this.
I just said, “Hey, my name is Daniel. I just want to let you know what this is all about. Here’s what you’re getting. What I want you to do is fill in the details below,” and blah blah blah. “On the next page, this is what you’re going to see. Just click OK,” and blah blah blah.
Gideon: It was that simple, just telling people what to do, what the page is about.
Daniel: Yeah! Sales is tell people what to do, tell them again, and then tell them again. That theory I guess held true in that respect. Yeah, it was a 108% increase.
And I’ve got to clarify, because I hate hearing stats like that when people don’t back it up. It’s not like it was a 108% increase from like 3 sales to 4. It was over 90 or 100 actions, so it was a statistically accurate test, not a budgie test. I’ve seen those before.
Gideon: I think that’s amazing. The previous video that I just uploaded to YouTube before this recording was telling people that they’ve got to get into online video, and I think this is a really good example of a way that you can use online video. If you’ve got a sales process, just put a sales video on your order page. Awesome stuff!
In terms of psychology and in terms of the content of your videos, is there anything special that you do there to help convert?
Daniel: At the end of the day, we live in a world where as human beings there’s an inherent connection. You and I are sitting next to each other. We’re not sitting behind a computer. We’re talking and conversing here.
We lose that online. There’s that lack of human connection. When someone sees another human being behind the computer, they can relate to that person, for good or bad.
Much like if I sit down with someone and we don’t connect, then there’s no way in hell that they’re going to buy from me, but if I connect with you on some level, there’s that inherent trust that’s already built.
That’s where I think it takes it from, “There’s just text here. Okay, I need to put in my information and buy,” it’s then, “Okay, I’m buying from Daniel or I’m buying from Gideon. I’m buying from someone that I can see, trust, and know is going to do the right thing by me.”
I think that’s probably the biggest reason. I don’t have a script.
Gideon: It’s just you, right? It’s just natural.
Daniel: Yeah, it’s just that I want to help my customers in the best possible way, and this is how I can do that. I hope that answers your question.
Gideon: Do you still have those pages set up so people can check it out for an example?
Daniel: If you go to www.OutsourceMethod.com, I think they probably are still up there. I haven’t been there for awhile. I think they’re doing some split tests on that landing page and stuff at the moment, but yeah, go to www.OutsourceMethod.com. Go through the order page and I think it’s up.
Gideon: Cool. I’ll put the link down here. www.OutsourceMethod.com. Go and check it out if it’s still on there. Even if it’s not, I think use this as a really good case study for using online video to super-boost your business. Think about how much more successful you can be if you can increase your conversion rate by 108%. That’s awesome.
Daniel: The biggest thing is I guess make sure you split test all this, because I have done tests where I was sure something was going to work, “This is guaranteed, it’s going to work,” and it failed. It depends on the market, and this is one point I want to cover real quick.
With product creation, you want to allow your customers to consume the way they want to consume. Some people like to read, some people like to listen, some people like the visual and to see what’s going on.
What I do with respect to my products is I always try to capture all the learning modalities and let then consume the way they want to consume, and it’s no different for the sales process.
There’s the detail-oriented people who are going to say, “I need to read the 400-page sales letter because I want to know every single point.”
Then there’s people who will just go, “Wow, I like this guy. I’m hearing him, I’m listening to him, I think he’s a nice guy, he sounds great, I’m going to buy.”
There’s the other people who go, “Wow, this guy looks really cool. He’s put together a real slick presentation. I like his video. His product’s got to be good.”
It’s giving people the ability to consume the way they want to consume.
Gideon: On the next video Daniel will share with us a little bit more about how he creates his products. I think that’s something that’s really cool about online video too, that you can create products pretty easily and you’ve got that perceived value that’s so much better than just text-based products.
Daniel: That’s right. One thing I will say, and this is something that I’ve learned and has become very apparent to me, is when you’re getting a copywriter to write stuff, it will either cost you a lot of money or it’s going to take you a lot of time to do it.
If you want to do a sales letter video, it’s like three hours work. If you’ve got your product, you can have your sales rocking and rolling in three hours, and it’s easy.
Gideon: That is awesome. Thanks for those tips, Daniel. Inside the next video we’ll delve into the product creation strategies that Daniel uses for creating his products, and that’s a big part of your business right now.
Daniel: Yeah, it is.
Gideon: Cool. Make sure you watch the next video when Daniel shares that with us. See you there.
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