The Russell Brunson Show - 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

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Travel moves us. What's up, everybody? This is 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 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 Ex-Hine Coaching members. With that said, I'm a cute theme song. When 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 launched the Traffic Secrets book? If you didn't, then that's really weird because like literally, that's what I've talked about for the last like month on 8 billion interviews. So when I, 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, 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 too. We haven't started promoting. But just the ads hitting right now, we've more than doubled the average cart value 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 been my control. We tried to beat it for a long time and we hadn't been able to. And it's funny because I've seen like most people on our community have copied it and they've used it over and over and over again.

And so 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. Cause I'm like, what good is a book if you're on the best book funnel? What could happen the best book in the world, the best book funnel. And so I spent a lot of time geeking out on this, some really unique, interesting things I did. We did as a team that I want to show you guys and hopefully helps just just give you guys some ideas of things you can test but I'm gonna show you as our control then like skin you guys can can can test this versus whatever version you're doing kept so I'm gonna show you I'm actually gonna go into the funnel real quick to show you what we did and why and some some of these things are like hacky things

and it's worth figuring out how to hack them. We had Jamie Smith. I think most of the things he used to hack, he put in CF Pro Tools. So you can pay him for some of these hacks. I don't know how that all works. I don't know how he gives them or sells them. But these are the little tweaks and things we made.

That some are click-throughs out of the box. Some 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 were like dark background with white text, mostly because I thought it was really cool. And if I can 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 black background with white text ever win, 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 it's like if they just switch from black to white it would increase their conversion and so when I found something to be all go these studies and things like that and I was like oh my gosh like I never test that cuz I just love the design so we created these ones I told our guys I was like we have to design

and 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. Um, um, so that's, that's one thing I would recommend. Number two, um, 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 optimized. We're 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 down so they everything it's just one column so nothing's got to snap into into order it's always in order

um because the majority of people are coming so we are now moving forward designing everything for mobile uh and not even worry about desktop okay because more people are coming mobile to desktop so what that means is your design at for us, is shifting from two column to one. Everything's one column. 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 because I want to keep everything in column. Okay. In fact, we had one offer back in the day that had it, the order form and the pop-up. And I ran, anyway, as I was contemplating, so I was like, and it was, in fact, it's over. I think it's still there.

Perfect webinar secrets.com. This is an old, old, old funnel. But yeah, it was the only one where we put the pop-up inside. And so I had our guys run stats and it turned out this, having 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 fill out step one and people that finish the step two, having it in pop-up in line like this,

beat out, this one beat out all three, yeah, all three of the book funnels we had where we had side by side. So anyway, little thing, order form inside the pop-up. Next thing, this is a Jamie Smith hack. Videos used to autoplay. I love that. Now they don't. And then we used Wistix. Wistix made it really cool where you could like go and watch a video and it would like,

it would like, it would loop like this and you could play, it would start over. And Wistix is the only one that did it. Wistix is so insanely expensive. Our Wistix video was like getting to be 40 50 000 a month it was just like this is insanity so we switched everything to vimeo um and then vimeo doesn't doesn't do that cool thing that the wish he does and so jamie smith made a little hack on here so now if you look at that 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 when you click on 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, that's kind of the other thing there.

Okay. So those are the core things. We've got mobile, white background video auto play order form pop-up those are all the core new things on our control oh the other thing um this was just like it doesn't work in click funnels 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've never done it before. We did the order form.

Right now, we're getting about 35%, 36% of people taking the audiobook, and 10% of people are saying yes to the $97 order form bump, which is insane. That's higher than when we used to have upsell one was $97. We would get, I don't know, 4% to 8%? We need 10% to take it here. And it's like a whole other upsell. We snuck in there. And it's made our average cart value. I mean, we're 30,000 plus books sold in.

And we're still like in the $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 a high, like, again, it's 60, I don't know, 65 bucks or some 63, 65 bucks last I checked. And it's because these little things like this, right? A second order form bump, just free cash sitting there. You just grab it and it's

insanity. Okay. I'll show you a couple of the books, pages in the funnel. Okay. So then OTO number one, again, notice mobile, 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. Excuse me. And both of these are doing amazing as well.

It's order form bump. Again, notice mobile optimized, video player, same way. And then order form bump on an OTO. Who's never seen order form bump 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 order form bump on your OTO? I'm like, you can do that?

He's like, well, not by default, but 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, I mean, that's Russell, right? All my funnels are, are sales page. So one, so two, thank you. 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 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. 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 do that. And then Funnellytics is our second OTO, which is pushes people to this. Boom. And then Funnalytics is our second OTO, which pushes people to this. Boom. And same thing. Notice mobile optimized, coming down, video player. And then same thing with the core offer. And then there's also the upsell bump too,

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 them access to the downloads. And from here, we push them to ClickFunnels 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 text lists 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 dot-com secrets book. Yes, 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. It looks very similar, different message, but the control works. I'm all for you guys, by the way, I'm all for you as modeling this. Don't copy it. Like it drives me crazy. Like how many people's book phone looked identical to expert secrets. They had like a, a purple book and they're using the same color scheme. Like don't like show your designer, like this is Russell's. I want something similar. Don't go and like, uh, I'm going to use Russell's bullet points. I'm going to use Russ, like, 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 and use your headlines, use your things,

like, like be creative, but like it's, use your headlines, use your things, like be creative. But like it's those little things I'm talking about, right? It's understanding the four or five things I 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 you control some of these elements. Centered, mobile optimized, order form inside of a pop-up, multiple adding order form. 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 all day, every day. This is really cool. But I appreciate you guys letting me jump on here. Hopefully, this gives you guys just some ideas and some things to think about. We have decided to do it again. Yes, earlier this year, we did our first ever virtual conference called 2ComicClub Live. We had over 5,000 people register 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 2ComicClub. So go and get your tickets right now before they are gone.

Go to www.2ComicClubLive.com. Yes, that's www.T-W-O-C-O-M-M-A-C-L-U-B-L-I-V-E.com. 2ComicClubLive.com.