In this episode, Pua dives into the key elements that optimize a website for a better user experience and conversion rates. She emphasizes the importance of shifting the mindset around gathering feedback—viewing it as valuable data rather than a personal critique. Pua breaks down the essential components, including clear messaging, credibility, and seamless transactional capabilities. Throughout the discussion, she shares insights from a workshop she hosted, focusing on user experience, messaging, and leveraging data to drive business growth.
Pua stresses the importance of tracking website performance using tools like Google Analytics, heat maps, and Chrome’s developer tools. She recommends continuous testing and iteration to refine the user experience. Actionable steps include setting up analytics tools, implementing heat mapping software like Hotjar or FullStory, and actively gathering user feedback to identify areas for improvement.
Pua also breaks down the digital funnel into three key areas—marketing efforts, website experience, and post-purchase engagement—explaining how each stage impacts conversions. Whether you're building a new site or refining an existing one, Pualena's insights will help you make informed decisions that drive results.
Resources discussed in this episode:
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Contact Pua Pakele | RBL Media:
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Transcript:
Pualena 0:00
But we have to remember that feedback is just data. Just like you're opening your Google Analytics dashboard that piece of feedback, all it needs to do is go into the pool that says, okay, this is something I need to fix. It is not a reflection of you as a person or as a business owner, so start to get comfortable with feedback and figure out how you can get it from people.
Pualena 0:26
Hello and welcome back to the RBL Media podcast. I'm your host, Pua, and today we are talking about up-leveling your website. If you are someone who started a business, you DIY’d your website, because you needed something, and it's been working for however long you've had it up, or maybe you even had someone design it or build it for you, and you're ready to optimize it, to utilize it for all that it can do for you, and really, if you find yourself doing things manually, and you want to start leveraging your website to do things like selling for you overnight or just finding ways to optimize the functionality of it to provide a more efficient lead generation experience, a more efficient sales experience, and especially if you're running ads, if you have landing pages, sales pages, we're going to talk a lot today about optimizing all of those things and figuring out how to troubleshoot them to make them as great as they can be to help you grow your business, grow your email list, increase your leads and increase your sales and your conversion rates, all from just a few little changes that you can make on your site.
Pualena 1:56
The content from this podcast actually comes from a workshop that I did last week, and I wanted to share it here, because the workshop was, it was so much fun, and everybody had great questions, and I just thought it was something that would be really valuable to share. And this workshop was with a mastermind that is hosted by Ugli Ventures, led by Victoria, who was actually on our podcast episode seven of season two. So we're in season two right now, so it's just a few episodes ago. Check out Ugli Ventures. U-G-L-I, yeah. Victoria Hajar, it was amazing. She's phenomenal. She leads a really, really solid mastermind. She also has a coaching program. She has a course. She's got a lot of phenomenal things to offer. She also has a great email list, like the newsletter she sends out are so good, so I highly recommend checking out her website, Ugli Ventures, U-G-L-I, and that's what this workshop was. That's who, the who I delivered this workshop to. And in every presentation, it's so interesting because I have this like, what's the word? The word that's coming to mind is trauma. But that's not it. I guess that's a source of I'm a little less confident when I begin a presentation because of a few years ago, probably seven to 10 years ago now, I gave a presentation with a former business partner of mine. She and I both look and act very youthful, and so we were going into this corporation and into this like sales team meeting to give a presentation on different productivity strategies. And the department head came up to us, and she was like, hey, so I was just curious if you guys could add a slide at the beginning of your presentation to give just tell people, like, what your work experience is and your, you know, your degrees, or, you know, whatever that that is, to just give you some credibility, because you guys just like, look really young. And so I always think about that. I'm like, okay, well, at the beginning of every presentation, then I should introduce myself and, like, share why you should listen to me. And so I had this slide, you know, Hello, I am Pua and talking about you know, like my, you know, past experience and all of this stuff. And I have a public speaking coach named Laura Reed. She is unbelievable. I recommend her to the ends of the earth. And the night before this presentation, I got on the phone with her. I kind of called in an audible, and I was like, could we do a session? And so I was like, I have this presentation tomorrow. And she gave me some great advice. And one of her tips was to find something that, you know, we could create a vignette around, and figure out, like, what is a great metaphor for a great website? And she goes, you know, you love to dance. Is there something there? And I was like, you mean, you know, connecting dance to a website like, I don't really know, and she was so brilliant. And throughout the call, we discovered that you could easily create this beautiful metaphor where I could the audience could learn a little bit about me, my love for dance since I was a kid, I now dance hula. And so I, they got to learn this little personal information about me, hopefully is memorable. And then also, we kind of throughout the presentation, related websites to a performance and how, you know, there's an opening, it's like a hook. It has to capture their attention. And if their attention is not captured throughout the show, people have the opportunity to get up and leave. Unlike a website where you're just like viewing it privately, and you can click out at any moment, if people are typically not so rude as to get up and leave a performance, but you can. And that was a really interesting parallel, because people understood it right. Most, if not all, adults have seen a show, and teens and kids and so it was something that it was a safe metaphor, and it actually worked really well. So if I do bring that metaphor back during this episode, now you know where that came from.
Pualena 6:15
We also framed this around storytelling. So great websites tell great stories, and performances are storytelling experiences. And so figuring out, like, what is the story that you want to tell with your website? We've talked about this before on the podcast where people it's kind of like how Netflix gets you to binge on a show. There is a storytelling formula that brings people into the fold and keeps them there as they scroll through your website. Who is your target audience? What is the result that they are looking to achieve, and how can you depict that at the top of your website? What hook? What is your value proposition statement? What do people want to achieve if I'm looking for a gym I would like somewhere that's clean, has great equipment, has supportive trainers. Can you give me a snapshot of what this might look like at the very top of the page, a photo or a video and a great hook are excellent ways to do this, then at least I'm interested enough, because you've identified me as a target audience, and you you've shown me that you understand what I'm looking for, that I'm going to scroll just A little bit. And at every part of that scroll, I need to see a little bit more. You need to unfold a little bit more of this story for me in a way that makes sense, that my brain can say, okay, okay, you know what I'm going through. You know my struggles, you know my pain points? Okay. You've got something that I think matches the result that I'm looking for. And we need people to say yes, over and over and over again in their heads as they're scrolling. So if your website is telling a great story, people are more likely to stay.
Pualena 8:23
Great stories also often convert into sales or leads, right? Great stories trigger an action. So okay, if we're talking about a website, we really need the website to do three main things. We need it to identify and qualify the people that are visiting as your proper target audience. Right? If I, Pua, land on a website that is designed for 60 to 80 year old men looking for a career change, I need to immediately know that I am not the target audience there, and I need I gotta leave. I'm not gonna waste anybody's time booking a call. I'm not going to scroll, I'm not going to submit my name and email to join their email list, because that is not I'm not the target audience there. But if they say, we help business owners grow their business. I'm like, oh, that's me. I'm gonna, I'm gonna join your email list, and then I'm gonna book a call, because they weren't clear about what kinds of people they support or what kinds of business owner you know, like, it's so it's very, very important that your website can identify and qualify each of their visitors to filter them in or filter them all the way out, so they don't waste your time.
Pualena 9:51
Credibility and social proof. If I decide that this is the right place for me, I really quickly need to figure out like, you know, aside from what it is you offer, what that product or service is, I need to figure out, are you credible? If I'm buying an insulated mug, I need to read some reviews to know that it actually keeps drinks warm or cold. And so I'm looking for social proof, and I'm looking for credibility from you as a producer or a service provider that you're qualified enough to give for me to give you my money. I want to know where you create your cups. If they're made in China, I might opt for something that's made in the US, right? And that's okay. I'm just not your target audience because I'm willing to pay a little bit more for something that I perceive to be higher quality. Same with services. And this is so important, because a great web designer…. I could be a great web designer for somebody that is my target audience, and I could be the world's worst web designer for somebody that I'm not the right fit for. So it's really, really important that you're able to filter people in and out all along the way. The last thing is transactions. Your website must be able to handle and to properly and successfully create transactions. These are sales. They can also be leads, right? What is your,what happens when your lead opts in? Are they opted into a email sequence properly? So it doesn't have to be a sale. It just has to be some sort of exchange of resource. And this could just be, I am here giving you my time and energy, and you are giving me value, right? But we want some sort of transaction that at least gives us a lead, if not a sale. So when I talk to people, when I ask, you know, what are your biggest challenges when it comes to your website, when it comes to your digital ecosystem, your funnels, all of that, what are you struggling with? And I asked a group that had somewhat of a… it wasn't complicated, but it was robust funnel setup. There are some kind of paid ad campaign where you're getting analytics, some kind of place that they land, website, landing page, whatever, and then some kind of transaction that they're hoping for. So one of the challenges is people don't click, meaning people don't click on the ad. That is a sign that your ad needs to be optimized. Maybe the copy is wrong, maybe the image is wrong, maybe the call to action is wrong. We're not talking about that today, but if that's what you're struggling with, look at your ad metrics.
Pualena 12:42
The second one is people click, so the ad is okay, but they don't buy. This is a symptom that something is wrong on wherever they're landing. So we will talk about this a lot today. The third thing is, people buy, but they don't buy again. Okay. Well, that could be several things, and you have to look into them. It could be maybe your product or service is not good, although if you're listening to this, that's probably not the case. It could be they don't know that they can buy again, or it's something that they would only buy once, or you don't have other offers that make sense, and that's an opportunity for you to create them. Kajabi is an online course platform, and they had a feature that, it was well intended, where people had to like if I, let's say I bought a course from you, and when I buy that, I create a name and a username, a password, I create an account, I pay for it, and then I get access to the course if I want to buy something else from you. Six months from now, it was forcing people to… I forgot exactly what the issue was, but it was something like, I couldn't buy anything again unless I signed into my account. So if I used an email address that it recognized and I didn't sign into my account, I couldn't make the purchase. One of you know, if I forget my password, or something like that, and I just, I just want to buy something else. Maybe it's a maybe it's a physical product or a standalone download where I don't need to have a login for it, but it was requiring people who already had an account to sign in before they could buy, and that was costing people sales. They fixed it, but that's what I'm saying. Like people buy, but they don't buy again. Well, that particular case was a platform issue, so it does take some sleuthing, some detective work, but at least if you're having these issues, you know where to start looking depending on where the issue is happening.
Pualena 14:48
So, I like to break these down into pieces of the funnel. Right external is your marketing efforts, organic marketing, paid advertising, email marketing, social media. Affiliate marketing, referrals, all of that is external. It's before people enter your digital ecosystem. It's how they're getting there, and if they're not actually getting there, then there's something wrong with your marketing. There's something wrong with your advertising. There's something wrong with whatever the external reality is, the external setup of your business. Internally. This is your website, your landing pages, your follow up sequences. This is everything that we have control over and everything that we're going to focus on today. So if your funnel is not working properly, maybe you don't have a good hook on your page, so people are clicking in and then they're leaving, or your messaging is unclear, and we can look at different types of data to figure out exactly where to troubleshoot. And we'll talk a lot about this.
Pualena 15:53
Post purchase is the third funnel. So once people are in your ecosystem, once they have done whatever transaction you want become a lead, become a customer. That is another funnel, because you want to keep them in there, right? You want people to come back and buy again. You want to keep providing value. You want to keep providing them with an experience that gives them a reason to be a loyal repeat customer and to refer people to you, I alluded to this a little bit, data is going to be the most important thing for you to start tracking and analyzing in order to optimize all of these spaces. A lot of times, you don't want to look at data for two reasons. One, we do not want to know the reality of our situation. The data, you feel like you've had a rough month, and you're like, oh my gosh, I don't want to look at my bank account. I know it's bad. I just I'll look at it when things get better. Same thing can be with your website data. I know I haven't been posting regularly, I haven't been sending emails. I haven't been doing good calls to action in my captions, my my analytics are going to be really bad this month. I'll fix it. I'll do better, and then I'll look at it next month. Look at it today. Look at your bank statement and your analytics today. Because if you don't look at it, if you don't understand it, if you don't, if you're not aware of where you are now, you will not know how to tweak things to improve and grow in the future. You can't manage what you don't measure. Okay, so remember, your data tells a story, and it's all data is like, it's just a guiding something to guide you. It's like a road map. It's not meant to make you feel bad. So take all of the emotion out of it and just see it almost as a game. With your data, what can you adjust to make things 1% better every day, 5% better every week? Whatever that looks like for you.
Pualena 17:56
So let's talk about data sources. There are probably whatever platform you're using, it most likely has some sort of set of data that's available to you. So your website analytics see what you have, see what's available to you. Sometimes it's great, sometimes it's kind of simple. In addition to that, I recommend anybody listening to this to head over to Google right now, and if you haven't already create a Google Analytics account. It's known as GA4 now, but this is a free resource for you, and you can track so many things. It will give you information on how many visitors you have, how many unique visitors you have, where they're visiting from, how they got to your website. It'll, it's, it's such a powerful tool, and it takes those, it takes some time for it to, like, settle in and start to collect the data that it needs to give you the reporting. So the sooner you set it up, the sooner you'll be able to utilize that data. There are also things within like Chrome for extension that you can use in the presentation. People, someone asked about this at the end, and I was, like, so flustered with, like, my screen sharing and everything that I, like, forgot where it was and I was looking, so don't make my mistake. Don't look in the, like the File, Edit, View, History. Don't look in those menu tabs. Go into Chrome, click the three dots, scroll down to more tools, then scroll down to developer tools. Now this looks different on some people's computers, and I'm not 100% sure why, but if you see a little bar, like a menu bar at the top of the thing that pops up, it'll open a little window. Mine is on the right side of the window that I already have open, and you click on Lighthouse and then click on Analyze Page. It will give you a report of the page that you're on. So any of your website pages and you can run as many of these as you want. Mine gives me the option with a little drop down that says, new report. Anyway, I can, I will… If you have questions, reach out to me, send me a DM on Instagram, or shoot me an email, and I can walk you through this. But it's a great it's also free, and everybody that has chrome, I think, has access to it.
Pualena 20:22
Okay, behavior metrics. These, I think, are some of the most valuable things that you can look at, heat maps, scroll, behavior, pause points, drop off points, cart abandonment. All of these things are things that you should be looking at, two great platforms that I've used in the past. But this is, there are many more. Hotjar, H-O-T-J-A-R, is a great platform for heat maps. And Fullstory is a great platform for tracking scroll behavior, pause points, drop off points. It'll also give you demographic data. It's, there's a free version, and then there's, like an enterprise, and you have to do a call, and they give you a pricing. I remember it being somewhat pricey for the paid options, and everything that we need is available in the free, the free option. So it's worth checking out. What I love about that is it actually gives you recordings of how people are looking at your site, so you can see exactly how fast they're scrolling when they paused. Are they pausing because they're reading something? Are they watching a video? What do they click on? It'll even tell you if they left the site and for how long, and if they ever came back. So these are great things, right? Because if you hit if somebody is constantly dropping off at the same point, fix that. Like that is clear as day, where you're losing people. And if you're not tracking these metrics, if you're not utilizing tools to figure this out, you will never know this. And then you'll be like, oh, the whole page must be bad. Let me just start over. No, the page isn't bad. I guarantee whatever you're working with right now just needs to be adjusted. It does not need to be totally revamped. And if it does, like, okay, maybe people are getting to the page and they're just leaving right away. Your hooks is probably bad. You don't have a good identifier and qualifier high up on the page, right? So utilize your data and your analytics to make educated guesses on what you should be changing to optimize whatever it is that you're working on. This applies to everything, not just websites. The third set of data that I would strongly recommend collecting, even though it does take a little bit more effort, is feedback. A lot of people don't do this for a couple of reasons.
Pualena 22:51
So I used to work for Yelp, and I know everyone's like, Oh God, Yelp. As a business owner, that's like, Yelp is like, Yelp is the enemy. But I would reframe that as like, Yelp is a free tool that if you have a business that's providing a phenomenal service, Yelp is going to be your best friend, and people only hate it because the ability to receive a bad review is always on the table, and you cannot control what somebody's going to write about your business. So it's a little scary. It's gambling. And people are very irresponsible with this power. If they had a bad day, if, you know, they had a bad interaction, like, if somebody, if you got a piece of food that had like, hair in it, and you're gonna get a one star review, and that hair came from, like, another customer that was walking by your table like there's just so many reasons why I don't think that people… it's the keyboard warrior syndrome, you know? So anyway, use your power wisely. Okay, I say this because we often are afraid to ask for reviews, reviews or feedback, because we don't want to hear the truth. If you are confident in your service, it should not be an issue. And even if somebody says, Hey, can I, can I give you some honest feedback? I didn't love this. And that can be really difficult to hear, because we put so much effort and attention and resources and love into our business. But we have to remember that feedback is just data. Just like you're opening your Google Analytics dashboard, that piece of feedback, all it needs to do is go into the pool that says, Okay, this is something I need to fix. It is not a reflection of you as a person or as a business owner, so start to get comfortable with feedback and figure out how you can get it from people in the UX the user design world. User interviews are really, really like a big part of that process. So people will actually intentionally get somebody either in a meeting or on a call, and they'll walk them. Through a mock up or a first draft of a page and sort of observe their behavior. Ask questions like, you know, what would you do in this window? Or is it clear that this is a button so you could do things like that. Surveys are great. People don't often fill them out. You could incentivize. You could find a trusted group of people. If you have a group coaching, you could, you know, say, Hey, I've got a really quick five minute survey. I'd appreciate if you would give me some feedback. And then, of course, reviews, asking people to leave a Google review or just providing you, you know, send, sending you an email with a review that you can use for social media or your website, like all of that's really great, and if it is a less than stellar review, utilize that as a way to make your business and your website better.
Pualena 25:49
Okay, I just have to mention this because I made an entire slide about this, only because I think it's funny, but real. So there are a set of metrics called frustration metrics, and one of these metrics is called rage clicks. And basically that's when I mean, it can be several things, but one of the things it can be is like, if somebody's clicking something over and over and over again and nothing's happening. Either maybe they're clicking a button but it's broken, or the load time is so incredibly slow that it's just not happening fast enough, and it feels broken. And so if you have these frustration metrics, you're able to see like, oh my gosh, I QA’d this thing three times, but I totally missed that button and it doesn't connect anywhere. Or I really need to optimize my image sizes here, because this page is loading just way too slowly, and it's appearing broken. And again, you may never realize that's there if you weren't tracking these metrics. The other thing is, in terms of analytics, every business is different. If you're running ads, your analytics, your the set of analytics you're looking at, the reports you're looking at, will be different than if you are a small restaurant at you know, little neighborhood spot, you have no ads, but you want to provide great experiences, and you want to encourage people to refer people to you like that, it's just, it's different website visitors, demographic stuff like, everybody's probably going to be looking at that information. But maybe you don't sell anything physical, and so you don't necessarily want to track average order value, because people don't order things from you. They invest in coaching or, you know, so anyway, figure out what that data set looks like for you and your business, and start tracking today.
Pualena 27:56
All right, let's talk a little bit about optimizing your website and optimizing your funnel. There are four key parts of this one user experience. Ask yourself these questions, is my messaging clear again? Am I identifying my target audience? Am I clearly describing my product and service, how I help, what the transformation is, what the product is, what the service is. Are you validating and qualifying your site visitors? And do you have good on ramps and off ramps? So I call these on ramps and off ramps because we want people to easily be able to make a buying decision and then get to the purchase area without too much friction. So let's say you have a sales page, and you're following the story telling framework. You've got your hook and your hero section, then you're identifying some pain points, you're creating an emotional connection. Then you talk a little bit about, maybe you do a case study, and then you share a little bit about your program, and then you have another set of testimonials, and then you have talk about your credibility, and then you then there's like a part at the bottom where people can find out how much it is and how to buy. If I am a referred source, if somebody told me, Hey, go buy this program, and they already sold me on it, I just want to go there, confirm that this is something that I want to do, and then I'm going to buy it. I trust the person that referred you to me. So maybe I'm going to go to the top. I'm going to see the hook. Oh, yeah, cool, this is exactly what they said it was. Scroll down a little bit. Yeah. Okay, awesome. I think I'm ready to buy. If there's no button anywhere that says buy here, enroll today, learn more. I don't want to scroll endlessly or keep clicking on things to try to find my way to the cart. You are probably going to lose me as a sale, if it's that difficult. So you need to have on ramps and off ramps at all points that make sense to get. Give people a shortcut to the checkout cart. Okay, second category is function, thinking about things like load speed, SEO, do you have your keywords identified and listed early on in the landing page? Are your features functional? Do your buttons work? Are your animations subtle? Ask yourself that again, if you have animations, are they so super in your face, or are they subtle? Do they enhance the experience, or do they take away from it? And a lot of times, especially WordPress or Shopify people, you can create and other platforms too. There's lots of like, plugin options, and sometimes the plugins will like, cancel each other out, or there's just too many and you really just want to like again, user interviews and feedback. Hey, this is a page that I'm thinking of releasing for my upcoming program. Could you check it out and let me know? Then they can tell you this is not functional on my phone, this is working great, you know. So again, QA is important make sure everything is functional.
Pualena 31:07
The third category is branding. The number one thing here is consistency. Is your branding consistent across all of your platforms, your social media, your website, your ads, your physical space, if you have one, your downloads, your PDFs, everything should have your logo on it. It should use a variation of your brand colors in a specific way, and the fonts should all be the same. Your brand should be clear. It should be predictable. It can be fun, it can be unique, it can be bold. But predictability in branding is really, really important. People want to know that they can expect a specific outcome, a specific quality, and a lot of that plays sort of in like the subconscious and is evident in your branding, consistency or lack thereof. The fourth thing here is destination. When you are telling someone to go somewhere, are they going to the right place? This often comes up when we look at ads leading people to a website versus a specific page or landing page. I highly recommend, if you're running paid ads, that you link your ad to a specific landing page based on what that ad is asking of the person. If you're promoting a specific product, send the ad to that product page. Do not send them to your overall website, where they're gonna get distracted. Somebody's clicking on that ad. For a reason, if you're promoting 70% off of something, but on your website, that is a small like sub sale of a bigger sale. Let's say you have 20% off, 30% off, 70% off, and you send someone to the overall website from that ad, they are not going to find the 70% off deal right away. They're gonna say, Oh, that's a cute picture. Oh, you have jackets too. I just wanted 70% off of this backpack, but oh my gosh, and then they're going to shop, and then they're going to maybe buy something. Maybe they'll buy more than they would have bought initially, but more often than not, they are going to get distracted by something else, and they're going to leave altogether, whereas if you sent them directly to a page that only has that 70% off sale. And make it so easy for them to find the product they want, put it in the cart and buy it. You will convert better. Guarantee it. So think about your destination. Are people landing in the right place? Are you giving them good directions? People need to be told what to do, and as much as you can, you must remove the friction. Play the game. How can I get this person to take this action in as few clicks as possible? And there's a sweet spot, right? We don't want to make it too easy, like don't send them directly to the cart with the thing already added, unless that is specified. Like, the only reason you would do that is like, say you were on a phone call and people were like, Oh my gosh, I meant to jump into your program. Is it still open? Like I was gonna do it yesterday, I forgot. And you're like, cart closes tonight, but let me send you. And they're like, just send me. I have my credit card right here, then you can send them directly to the to the checkout page. But if someone needs a reason to like, they're 80% there and they need to be convinced at the other 20% to make the sale, they need some kind of information to make that decision. So getting them to a landing page is a great way to do this.
Pualena 35:00
In the workshop, we had somebody asking about long versus short sales pages and what that should be, you know, from a from a Facebook ad, should I send someone to, like, a super long sales page that lives on my website, or should it be a shorter, you know, opt-in page. This was my answer. I learned this answer from a UX Boot Camp that I took, and this was our instructor's answer. Like 95% of the time, it depends. So irritating, right? But it really does. And a general rule of thumb is long sales pages, and when I say long sales page, I mean the ones where you're scrolling and scrolling and scrolling, and it's like a little bit of copy and a picture and a before and after, and then some more copy, and then a case study, and then some more copy, and then a testimonial. And you're just like, Oh my God. Who looks at these like, who, in their right mind likes this? Here's the thing. A long sales page is designed for a cold audience, because people need to know. They need to do the whole know, like and trust thing. They need to figure out like who you are, what makes you credible, what is the result that you provide? How long have you been doing this? How many clients have you served? Do I like, How much is it? Is there a money back guarantee? How long have you been in business? Like, have any, has anybody complained about this? They're going to Google “RBL Media scam,” right? It's like how you have to address every objective and every question that might come up because they're not talking to you, they're reading and they're looking at a page. The other thing a long sales page is for, and people don't often talk about this, is after somebody makes a high ticket purchase, they're going to go back to that sales page and they're going to read every word from top to bottom to eliminate any prospective buyer's remorse. So you really want that page to be good, and it's if you have a high ticket program, it's worth considering creating a long sales page. And a lot of times, people will say, Oh, I really don't like those long sales pages, so please don't build one for me, and I have to ask them, who is the audience for this page, and how are they getting to your website? Because if the answer is it's people that don't know me and they you know, it's like an open source source, right? Maybe it's a referral. Maybe they're getting there from your email signature, people need all the information. So I would say, and like, if you're sending like a warm-ish audience to a page, you can make it shorter. So let's say you're retargeting ads like people clicked, maybe they you did, like a card abandonment sequence, or it's people that are return like previous customers, if you're retargeting groups like this, a shorter sales page is fine. An opt in page is fine. A link to a call booking page, if that's the next step in the funnel is fine, but if they are lukewarm to cold, you want to give them more information. That was a really fun discussion in the workshop.
Pualena 38:28
Okay, final thoughts, before we wrap this up, I want to remind you that this is an ever changing industry, and while this information is great in February of 2025 it may change, and it likely will change. So, one, do not put so much pressure on yourself to learn everything and get great at it. Find resources that can support you, invest in the experts in these spaces, and also keep learning. It's such a good idea to have a little bit of basic background information when you outsource something. So if you plan on hiring somebody to build your website, we hope it's us, but it doesn't need to be if you have any sort of exposure, or if you've researched any of this stuff or listened to this podcast, at least you have a little bit of a foundation around what this stuff is, so that you can communicate it better and assess the deliverables better when somebody else is helping you with this. So be gentle with yourself. Take it a little bit at a time. And I also want to remind you so, our team right now is re-listening to atomic habits by James clear, and in one of the chapters, he talks about motion versus action. A lot of times we get stuck in the planning phase. Okay, great. I'm gonna do all of my analytics. I'm gonna, you know, pull my data, I'm gonna analyze it, and figure out, like, what do I need to do? Blah, blah, blah. And then we're like, oh my gosh, okay, so based on this, it looks like I need to change my landing page, maybe create a landing page for my ad to go to instead of sending them to my website. And we start to get overwhelmed, because we're just in this cycle of planning. And here's what I'm going to say, if you're going to get stuck in a cycle of anything, get stuck in a cycle of taking action. When you take action, let's say you adjust something on your landing page. It's not going to be perfect, but put it out there. Get the new data as fast as you can, so you can keep, keep adjusting, right? That's all this is. It's a game of educated guessing. So the more you do stuff, the more you get feedback. Iterate, test, deploy, get feedback, like it's a cycle, and it can be fun. Have fun with it, right? It's it. It just changes so fast. And we also have a few things that we're kind of up against, right? We're up against, short attention spans. We're up against. I mean, not up against. We're having to work with, right? We're working with short attention spans, which is great. How can we deliver this message in a way that drives conversion as efficiently as possible? But AI, it's not the enemy. How can we leverage and utilize it to support us to make our work more efficient. There's new platforms and new tools coming out all the time. Use them, experiment with them, and remember that your business is, or at least it should always be, evolving. So something that worked for your business six months ago may not work now, because you've evolved. So just know that. Be gentle with yourself. Have fun with it, and reach out if you have any questions. I hope this was valuable. I cannot wait to connect with you again. Check us out at rebel media, RBLmedia.co, we've got some great resources coming to the website. If you have questions and would like to explore the opportunity of working together to develop your website, maybe redesign it, figure out your branding, all of that, feel free to book a design consultation, and I look forward to talking to you soon.