Marketing Secrets with Russell Brunson - 2CCX Challenge 5: Test The New Control

Episode Date: February 22, 2021

On this episode I talk about challenge #5, testing the new control. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up everybody, it's Russell Brunson. Welcome to the last and final challenge that I made to my two Comic Club X coaching members that now I'm making to you as well. Hopefully you've enjoyed the last four episodes. This is the last in the series. And this is challenge number five, which is called Testing the New Control.

And I hope that you guys get a lot of value from this. I hope you enjoyed the series. I hope you enjoyed listening in behind the scenes for a special presentation I gave to just my two Comic Club X high-end coaching members. With that said, I'm a cute theme song. We come back. You guys have a chance to listen in to the last challenge, testing the new control. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, we're spending money from our own pockets. How do we market in a way that lets us

get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets. I got one last thing, cool thing to show with you guys. Okay, how many of you guys. Okay. How many get soft launch the traffic seekers book? If you didn't,

then that's really weird. Cause like literally that's what I've talked about for the last like month on 8 billion interviews. So when I was writing the traffic seekers book, half the time I was writing it, I was thinking about like the funnel for it. Cause that's what I do. And I'm happy to report back that the new funnel is out converting every funnel I've done in the past. And there's some very specific reasons why that I do. And, uh, I'm happy to report back that the new funnel is out converting every

funnel I've done in the past. And there's some very specific reasons why that I believe. And, um, and so we did that. Normally we did that. We went back and we redid the.com secrets and the expert secrets and put those live. They're both live as well. We haven't started. There's some ads running to me. I'm sorry, promoting, but just the ads hitting right now with more than double the average cart value, um, just by making these tweaks and these changes. And so for us in our business, whenever we're creating something, I always have a control. So control is the last, the current best thing we have right now. And we're always trying to beat the control and figure it out. For the last couple of years, the control for all of our book funnels have been the same.

You guys all noticed them. They were like usually dark background video, two-step order from right hand side and like that was control and i know it's like it's been my control we tried to beat it for a long time and we hadn't been able to um and it's funny because i've seen like most people on community have copied it and they've used it over and over and over again and so um uh for me i was like i want to figure out like an incremental change i spent a year while writing this book researching for the book funnel because i'm like what good is a book if you're on the best book, researching for the book funnel. Cause I'm like, what good is a book? If you're on the best book, what could happen? The best book in the world, the best book funnel. And so, um, I spent a lot of time geeking out on this, some really unique, interesting things I did. Uh, we did as a team that I want to show you guys. Um, and, uh, and hopefully it helps just,

just, um, give you guys some ideas of things you can test. Um, but I'm going to show you as our control. Then like, again, you guys again you guys can can um can test this versus whatever version you're doing okay so i'm going to show you i'm actually going to go into the funnel real quick to show you what we did and why and some of these things are like are like hacky things and it's worth figuring out how to hack them um we had jamie smith i think most things he used to hack you put in cf pro tools um so you can uh you can pay him for some of these hacks i don't know how that all works and he gets i don't know how he gives them or sells them, but, um, these are the little tweaks and things we made, um, that, uh, some are click-throughs out of the box. Some of you need to use CF pro

tools, but they're all easy to do. Any technical person can, can do them. Um, I can't do them, but you can hire any, any person who's one step more technical than me or you, and they can do it really easily. Okay. All right. So here, here are the changes for the control. Number one, do you notice, um, uh, it's very white. Um, all in the past, my book funnels always write dark background with white text, mostly because, um, I, I thought it was really cool. And if I like it live, I was sitting behind the stage with Kern and, and Kern asked me, he said, how come you do all your backgrounds black? I was like, cause it looks really cool. And he's like, you know, that David Ogilvie and Ogilvie and co have spent over a billion dollars split testing white on black and black on white. And

in no circumstances ever did, did black background with white text ever went ever in the history of marketing as we know it. And he's like, I assume that you've been split testing. It's like crazy. And you figured out like that was the big secret that having black and white was like this new thing. And he's like, please tell me you split test. I'm like, no. And he's like, he's like literally your entire community has ripped it off and everyone's doing it. And he's like, if they just switched from black to white, it would increase their conversion. And so when I found some of the, the old movie studies and things like that, and I was like, oh my gosh, like I never test that. Cause I just love the design.

So we created these ones. I told our guys, I was like, we have to design them. Even though like a lot of our messaging is kind of dark and mysterious. Like it has to be on a white background. And so if you notice white background, black headline. So that's, that's one thing I would recommend. Number two, do you notice that all my funnels in the past were always two column and this funnel is only one column. Okay. The reason why the majority of traffic today

is coming, is coming mobile. And so we used to always design to desktop and then we mobile optimize where now we designed for mobile and then made the desktop version mobile as well. So if you look at this, it looks the same on mobile as it is desktop. It's one column, everything centered down the middle. There are no two column anythings. Okay. And we've seen a big lift from that as well. And this includes the upsell pages, downsell, everything. It's just one column. So nothing's got to snap into order. It's always in order because the majority of people are coming. So we are now moving forward, designing everything for mobile and not even worry about desktop. Okay. Cause more people are coming mobile to desktop. So what that means is that your design, at least for us is shifting

from two column to one, everything's one call. So because that also, you notice in the past, we always had the video and the order form on the side. Now the order form is inside pop-up to, I want to keep everything in column. Okay. In fact, we had one offer back in the day that had it, uh, the order form and the pop-up and I ran anyway, as I was contemplating, so I was like, and it was, uh, in fact, it's over, I think still there. Perfect. I've been our secret stock. I was an old, old, old funnel, but, funnel but um yeah it was the only one we put the pop-up inside and so i had our guys run stats and it turned out this having the the order form in pop-up versus having it side by side this version even though it's ugly and like old beat out all of we never

even looked at those numbers but like people that fell off step one and people that finished the step two um having it in pop-up in line like this beat out, um, this one beat out all three or yeah, all three of the book funnels we had, where we had side by side. Um, so anyway, little thing, uh, pot, uh, order form inside the pop-up. Uh, next thing, this is Jamie Smith hat, Smith hat videos used to autoplay. I love that now they don't. And, uh, the way you use Wistix because Wistia made it really cool where you could like go and watch a video and it would like, it would, it would like, it would loop like this and you could play, it would start over. And Wistia is the only one that did it. Wistia is so insanely expensive. Our Wistia video was like getting to be like $40,000, $50,000 a month. It was just like, this is insanity. So we switched everything to Vimeo. And then Vimeo

doesn't do that cool thing that Wistia does. And so Jamie Smith made a little hack on here. So now if you look at it, you come here, it starts playing the video with no audio. And if you click on this though, it doesn't because the ones that work out of the box and you click on it, it starts playing the video right where you're at. It's like you, they missed the whole sales pitch, right? They like, if I click right here, you missed the most important part of my message, which is the beginning. So the way that this little script works is you click on it and boom, it pops the video back to the very beginning, so you get your full sales message. Okay? And so that's kind of the other thing there.

Okay? So those are the core things. We've got mobile, white background, video autoplay, order form and pop-up. Those are all the core new things on our control. Oh, the other thing. This was just like, it doesn't work in ClickFunnels by default, but, um, Jamie Smith, it was another little Jamie Smith hat, Smith hack. I think you can get with CF Pro Tools, but having dual order form bumps.

I never done before. Uh, we did the order for right now. We'll get about 35, 36% of people take the audio book and 10% of people are saying yes to the $97, um, uh, order form month, which is insane. Like that's higher than when we used to have upsell one was 97 bucks. We would get like, I don't know, four to 8% where you 10% to take it here. And it's, it's, it's like a whole nother upsell. We snuck in there and it's, it's made our, like our average cart value. I mean, we're 30,000 plus books sold in and we're still like in a $60 average cart value. That's with half of our funnel hackers buying 18 copies of the book

because they're buying for everybody's bonuses and not buying the upsells. Even with that, our cart value is the high, like again, it's 60, 65 bucks or some 63, 65 bucks last I checked. And it's because these little things like this, right? A second order for a month, just free cash sitting there. You just grab it and it's insanity, okay? I'll show you a couple of the pages in the funnel. Okay, so then OTO number one. Again, notice mobile optimized, video player, the same thing. We come back down and then we have the offer, but then check this out.

This is the offer they added and then we added an order form bump here in the episode, which we'd never done that before either. It's order form bump. Um, excuse me. Uh, and, uh, both of these are doing, excuse me, both of these are doing amazing as well. So order form bump begin, no, it's mobile optimized video player, same way. And then order form bump on an OTO. Who's never seen an order from up on an OTO before. Ah, we've never done it before. Jamie Smith. I love that man. He was like, Hey, do you want to do an order for a bump on your OTO? I'm like, you can do that. He's like, well, not by default, but we can, we can, you know, we have tools to do that. I was like, boom, free money. Again, one upsell turns into three without

annoying people. Like every page you have, every new page in the, in the funnel will annoy a new percentage of the people and they'll drop off. And so for me, I have this rule where it's like, we have sales page and two upsells. That's, that's what I have. Like I have a, I mean, that's Russell, right? All my funnels are, are sales page. Upsell one, upsell two, thank you page. Like all my funnels are four pages. Like that's it. Right. Very simple. Like I don't want to go deeper than that. If I go deeper than that, you start offending people. They call it upsell hell. You get in this upsell hell where it's like 5,000, uh, you know, that's a lot of people do like it annoys people. So I don't like having more pages than four, but if I can slide more offers in, in a way that doesn't annoy people, yes, all day long.

So we did that. And then, um, funnelytics is our second OTO, uh, which is pushes people to this boom. It's the same thing. Notice mobile optimized coming down video player and then um then same thing with the core offer and then it's also um the uh the uh upsell bump too so which is also doing good and then we take the thank you page which basically thanks them for buying tells them they're the coolest in the world because they are gives access to downloads and from here we push them to click funnels trial and then here we also push them to the Marketing Secrets app where they can get there. And now I can text people. I'm getting people on a text list as well so I can text them stuff.

So that's the funnel. And that's the control. So, again, if we went back now, here's the.com secrets book. Guess what we did? I'm like, hey, there's new control. Go back to old pages. Let's update with the control. So then, boom, all the elements are here as well.

Looks very similar. Different message, but the control works. Now, I'm all for you guys, by the way. I'm all for you guys modeling this. Don't copy it. It drives me crazy how many people's book phone looked identical to Expert Secrets. They had a purple book, and they're using the same color scheme. Don't show your designer, like, this is Russell's.

I want something similar. Don't go and, like, I'm going to use Russell's bullet points. I'm going to use Russell's, like, look at it as a model and then, and then make your versions of it. Right. Um, anyway, hope that makes sense. Um, yeah, like use your coach, use your headlines, use your things like, like be creative, but like it's, it's those little things I'm talking about, right. It's, it's understanding the four or five things that kind of showed you guys. So my last challenge for you guys today is to test the new control. Take whatever funnel you have right now that's working the best in your business and make it control some of these elements. Centered, mobile optimized, order

form inside of a pop-up, multiple adding order form. Like do that and then A, B split test your current one versus the new one and then see which one wins. I appreciate you guys. I had so much fun. I wish I could do this like all day, day this is like uh really cool but um i appreciate you guys let me jump on here hopefully gives this gives you guys just some ideas and some some things to think about we have decided to do it again yes earlier this year we did our first ever virtual conference called two comic club live with over 5 000 people registered for this online event and the success stories from those who attended have been amazing. So because of that, we've decided to do the virtual event just one more time. And I want to invite you and your family to attend for free.

This is how it works. First, you can get your ticket at www.2comiclublive.com. You're going to put in your credit card, but we're not going to charge you anything. Then you can attend the full three days and learn everything you can from me and from other two comic club winners and then after the event decide if it's worth it if it's not let us know and you won't pay anything but if you love it and i'm sure you will then you'll get billed after the event is over the goal of this event is to build your own personal roadmap to the two comic club so go and get your tickets right now before they are gone. Go to www.2comiclublive.com. Yes, that's www.2comiclublive.com.