Speaker 1:        Which test one is, um, based on the core premise of ER, and that is that we split test, um, or AB test everything, everything from, in our accounting department to products that we create for our clients to websites, to our sales processes, to marketing you, name it, HR, [00:00:30] everything is constantly split tested. And we have a company wide process that happens every quarter where we review what all 23 of our staff are working on. <affirmative>. So the key is I'm just gonna move through through some of this as needed conversion rate optimization is a percentage of visitors who fill out an inquiry form in the case of a website. [00:01:00] And so we're the leaders, uh, to our knowledge of conversion rate optimization for career education. And so what's cool about this is we'll typically create a, a 4% increase in taking a website in improving it. Um, that's 4% on visitors, right? So if somebody has 10,000 visitors, we'll add in 4.4%, 440, [00:01:30] um, organic inquiries a month. And that could typically turn into 20 students. So CRO is a game changer. You don't have to buy media, you don't hire people. You're just getting more efficient, doing more with what you've got. 
Speaker 1:        So, um, simple testing, half the traffic is sent to one version, half to the other. You keep track of it. And then the winner [00:02:00] becomes what's called the control. Okay. So I'll give you the example. I gave this in the earlier talk. So anyone who's here again, forgive me. Um, uh, an emissions rep leaves, let's say 20 outbound calls a day. We'll just say, and that's, uh, and they can AV test because the voice message you're leaving like a 22nd radio ad. And so within [00:02:30] radio, we can use direct response, split testing to test that radio ad, right? So, uh, you can try one way of leaving a message and another way you stay consistent and you track, which becomes the new control to make a long story short after six or seven renditions, you could get to your pretty much your best practice for leaving messages. 
Speaker 1:        And what we found is in doing so you have [00:03:00] a five to 10% lift in, um, creating synchronous calls, um, versus asynchronous. So you go, well, whatever, but let's do the math. If somebody's doing say conservatively 20 outbound calls a day, uh, and they do this testing, that's like 400 a month, we call it. Um, and, uh, like a 10% lift in synchronous phone calls is 40 additional synchronous [00:03:30] exchanges that they otherwise would not have that rep. And you go big deal, Greg. But we know that when you have a synchronous exchange, it's about a fifth percent conversion rate to a, to a start. So all of a sudden that admissions rep is picking up an extra six students a month without working longer hours. Think about that six a month. So we're gonna have a little fun here [00:04:00] and I'm gonna, um, we're gonna do a couple of tests and you're gonna go and vote. 
Speaker 1:        You're gonna go vote and, and see which one you think converts the best. So here's, uh, here's a test. So these are all obviously contrived for the purposes of a slide. This is, uh, these are landing pages is from real life clients just squished up. And so the first test we did, we had a, a signup form on the top right corner, and we had [00:04:30] a signup form at the bottom. And then we, we ran a test saying what would happen if we got rid of the form at the bottom and just had the form at the side. So, um, I want you guys to put in the chat box, if you will, which is the highest performing planning page here, a with two or B with one ready set. Okay. A, B a, [00:05:00] uh, look at us. 
Speaker 1:        Oh my gosh. Split about evenly. You guys, I should have done it as a poll, but this is fine. A, a, B a, a, B a. Okay. So it's an even split, so, Hmm. I wonder what the winner is. Well, let's find out the answer is the single for form B increases the conversion [00:05:30] on that landing page by 58.9%. And if that's a small little school, like $12,000, average tuition with a 7% conversion rate, a hundred leads a month, little tiny school, six under grand a year. Isn't that crazy? So why does, uh, does anybody wanna jump on and explain why they think the single form out pulled the double form? I'll just wait a second. [00:06:00] No. Okay. Well, what we know is that in direct response marketing, there's the law of focus. And so what we believe is by giving people fewer opportunities to focus on something, it actually improves the results, this case 58%. 
Speaker 1:        Yeah. So if your, if your tuition is 24,000, then it's a 1.2 million lift for a year [00:06:30] crazy. Hey, okay. So I'm not gonna do that one because it's hard to see. Ah, so this is, um, just, just basically four different headlines that we te tested on the signup form is a C O L S right for you lymphedema [00:07:00] certified in 11 days, get certified quickly, quick and convenient lymphedema courses. These are sold two massage therapists and physiotherapists who wanna learn how to do lymphedema massage, lymphedema, massages, crucial for like people who have heart disease and stuff to get the limp moving out through their body. So let's do a little vote. You guys, a, B, C, or D just take 30 seconds. Ready? [00:07:30] Go. Which one? Oh, my gosh. B B one. And it won, uh, with 40% lift in conversion rates. That's crazy. So that little school, 400 grand a year, just by changing a stupid little headline. So lymphedema is certified in 11 days. Now, inside of this is, um, the 11 days we believe [00:08:00] there's, uh, in responses called the law of spec specificity, being specific in anything you do eliminating multiple options in anything you do, uh, will improve results. 
Speaker 1:        So typical headline issues, they're cryptic, they're unclear. They're vague. If you had of, uh, sat in on Sterlings, [00:08:30] uh, your baby is ugly. The website review, you probably focused on cryptic and unclear websites, uh, kind of generic and too cute. Do you wanna have your website behaving like a clown? Of course you don't, so don't be too cute. Um, so here's an exercise for you guys. Um, if anybody wants to do a little, uh, role play with me, uh, just, [00:09:00] uh, pop in, but the thing is is you, you have a headline, you say it, and then you have another person say, what do you mean by that? And then you, and then you answer, well, I mean, this is this. And then they'll say, what do you mean by that? And usually somewhere between three and five of the, that process, you'll come up with a gem of a headline and you'll improve it. 
Speaker 1:        And your lead flow will go up. So if anybody wants to do that with me, uh, just pop in, but [00:09:30] otherwise I'm just gonna keep moving along here. So, um, you want the headline to be benefit driven, um, and not implied. You want to be, have it clear and simple. You want it to be meaningful, have meaningful specifics. 92.4% is more powerful than 90 11 days is more powerful than 10, although 11 is the actual time and then how to become are all good leads. [00:10:00] But the one that we've landed on that is a, a winner real big winner. I'll get to you with you in a moment on that. So, um, there's a various headlines. Your journey begins here. You're, you're earning potential as a practical nurse in only 15 months. V is a little bit better, cuz it has, it's more precise, so, [00:10:30] okay, thank gonna come back. 
Speaker 1:        I'm gonna get to the meat of this, this photography B influence conversion rates. So here we have two, uh, part parts of a landing page a is obviously it's a, it's a lady who's, uh, cutting somebody's hair. And, um, here it's a, uh, [00:11:00] somebody trimming in tight back the gentleman's hair. Now we also tested this with females and the, the, the stat on this was the same men and women. So just so you know, okay, you guys, so I want you to go into the chat bar again, who, uh, who, uh, is the winner there? A or B ready? Go. [00:11:30] Okay. Kayla says a, oh, everyone says a, okay. Okay. JC says a, the P says a Austin put an a, okay. So everybody heavily skewed to the, a anybody wanna pop on the call and explain why they think it's a, it's a smile. I think you see somebody 
Speaker 2:        Smiling [00:12:00] about two people smiling. I think it just it's friendlier. 
Speaker 1:        That's why I look at it. Okay. That's a good point. You've nailed that. Um, thank you. So, and, and what that we've learned in our testing is that a singular person up pulls multiple people. Um, someone looking kind of at you, um, up pulls someone who's looking away and, uh, a smile carries [00:12:30] the day. The other thing is about that this smile here is she is, uh, relatable. In other words, she's an attractive person, but she's not like a supermodel. Like you would see standing out in a, in a photo. So that's, uh, that's the, the, the that's why they want. And so there we go. Here's all the things that have been done to this website. So before [00:13:00] this website was, was converting at about two and a half percent, and after we finished doing 13 tests with this, we got it up to, I think it was over 11%, which is millions of dollars time. So let's go and go to work here. So up in the right corner, you see phone numbers. It's amazing the number of websites that don't make their, um, their, their phone numbers, prominent [00:13:30] phone numbers, convert phone calls, inbound phone calls convert a, an average of 15%, um, uh, a digital, um, converts at like 5%. If they're, if people are doing a good job. 
Speaker 1:        So that's a no brainer. Just get that phone number up in a prominent spot. All right. Two, I alluded to this earlier. Um, word, get, oops, [00:14:00] there we go. Get, get the skills to be a medical and billing, medical billing, and coding professional. So the word get is, uh, maybe an action word. It's compliant, get the skills. Um, there's no promising. So word get, when we tested it with the first school, our first client, it, the, the, they have a 38% lift, [00:14:30] um, in lead flow, filling out a form. It's crazy, but it, it on once we, we, through our entire client system it's in and around, uh, pardon me, 20%, 25% still impressive. Okay. Um, three up here in the top right corner. Um, put in your form. I want answers cuz that's the consumer talking, right? I want answers. [00:15:00] And then underneath it put in up to eight choices or things that they can click on. 
Speaker 1:        When does the start, what are my career prospects gonna get fed financial aid? Do I need to have previous skills? How much does it cost? And when people will, will often they'll click in 2, 3, 4 of the eight items. What happens we believe is it creates a predisposition saying, I want answers on these things. And it's like, okay, [00:15:30] now I've gotta fill its format so I can get the answers to my questions. This works really well. You guys, and you can pick this off and do it on your own. Um, so, you know, feel free. Okay. Four, four, and five. So what this basically means is that this woman, she's an attractive woman. She's looking at us, she's smiling. [00:16:00] She's not a supermodel. She's in scrubs, she's relevant. Um, there's not a bunch of, a bunch of overly happy people with textbooks. Get cuddling too close. 
Speaker 1:        It's uh, it's a professional, mature, um, process. So, um, relevant out pulls supermodel every single time in terms of getting the, the leap flow. Okay. Next [00:16:30] is number six. So this is so easy for you to do, um, go into your website and create captions as it relates to the photograph. And it's, it seems to be, it's like creates relevance for the somewhere between relevance, for the photograph and the, and the subhead. Right? So that's how that that's for caption tiny little thing, tiny little thing, [00:17:00] newspapers and magazines have been doing it forever increases your lead flow. And I'm, can't really feel the mechanism like no distinct mechanism there, but it works. So if it doesn't work, you're not gonna go down in your, your conversion rates. So I would encourage you just do it. 
Speaker 1:        Okay. Now this is number seven. And number eight, [00:17:30] you want to have, um, purpose of the headline is to get people to read the sub-headline. And the purpose of the, the sub headline is to people to get people, to read the bolded copy or the sub sub subhead headline. Um, so you want to have extending logic, get the skills to be a medical, um, and coding professional. [00:18:00] Then you go hands on health claims, uh, clerks and medical coder training programs. That's kinda like high. You get the skills and then underneath then it, it now accentuates the program. Medical building, coding professionals play an important role in the wellness of others, LA LA LA LA LA, and then it starts to qualify people out the door. Okay. So if you're organized detail oriented [00:18:30] person, um, that qualifies up people who are unorganized and not detail oriented. 
Speaker 1:        So these little phrases, they, they qualify people in or out get, I'm just gonna skip to 11, get info. Now, uh, so 10 is subheads every 25 lines. You want to have a subhead just to keep you rolling. Right? So, uh, [00:19:00] that, that's a little thing. You go a paragraph paragraph in a half or two lay in a new subhead. So what happens is your mind's eye jumps to the subheads when you decide whether they're gonna read this or not. So it's an important piece to hold the hold, the reader. We, we started back in the day with the word submit, and then we kept testing, testing, testing. We got to get info, get info. Now, get info now, exclamation mark. And, uh, then we, we [00:19:30] looked at colors, right? White on black, black on white. And what we landed on is red or orange with get info. Now is far away. It, it pulls the best. And then the privacy policy, we did the privacy policy in full. Uh, we did it by link and link out cold, the full Bo low on privacy policy. So if [00:20:00] you do these things with your program pages on your website, in particular, or on landing pages with Google ads, you'll get a definite lift in conversion rate. That's the enrollment resources gift to you.