Conversion Gold: How (and Why) To Get Customer Video Reviews

Ezra: Hey, Ezra here. That was a loud “hey”. I’m actually listening to myself in this ear and I am checking to see if we’re live on the fan page.

I’ve got a big announcement today and there’s some things that I’d like to talk about and actually this in-ear monitor is like super loud, so I’m gonna pull this out.

Charles: You can turn it down a little.

Ezra: I’m just gonna tuck it into my shirt, act like you can’t see it, so there you go, I got a monitor in here.

So there’s a couple of things that I wanna talk about today. Yeah, we’re live. How cool is that? I’m just gonna share this video, beautiful.

So welcome to the show. Ezra here. I got something that I wanna talk about in relationship to how to make more sales in your business. So if you have something you offer, you’ve got a physical product, you’ve got a service, you’ve got…you know, maybe you have a local business and you’d like to have more people take you up on whatever it is that you’re offering.

Are you trying to get my attention, Aunt [SP] Charles?

Charles: No.

Ezra: Aunt Charles is running the show here. He’s chasing after a net. We’re very professional as you can tell.

I’ve got a big announcement today and I wanna show you some stuff.

So, basically, there’s a frame that I want you to take when it comes to your business and that frame, and we’ll switch the slides for this. So, there’s a frame that I want you to take in relationship to the thing that you’re offering. So that frame is that your core platform in any sales funnel that you create is simply a collection of conversion assets working in concert. So, basically, when you are offering something to a group of people or a person, there’s three stages of a customer journey when they’re sort of before they’re your customer like they don’t know about you yet, then there’s while they’re becoming a customer, so sort of after they found out about you, and then there’s after they’re already your customer, they’ve done business with you and now you’re reengaging with them, delivering value and maybe making additional offers.

So at each stage of the cycle, like you get someone’s attention, you show them a piece of content on Facebook or on social media or you run an ad, that’s like before, right? You get their attention.

Now, you’ve gotten their attention and you’ve taken them to maybe a landing page or a video to watch, that sort of doing while they’re becoming a customer.

And then if you do a good enough job, if you got a good product, something good to offer and you communicate, because at the end of the day, it comes down to communication. If you’re able to communicate the value that you have to offer someone in an effective enough manner, they’ll take you up on whatever the offer is.

And then there’s after that or after they’ve taken you up on the offer, you have to actually deliver on the goods, right? You can’t just promise the world and then not deliver on it. You actually have to, you know, deliver and, hopefully, make an additional offer.

So this conversion asset and there’s bunch of like pieces of content or what I like to call “conversion assets” that work in concert with one another at each of these stages, right? There’s like the video that you have on your website. There’s your sales copy. There’s customer reviews. There’s all kinds of stuff.

I’m gonna show you one of my landing pages and show you the conversion assets that are on that page that are working together. So at each stage of the customer journey, these conversion assets are working in concert with one another to support you in what you want, which is a conversion, and what your customers want, which is a solution to their problems.

So let’s take a look at one of my websites here and I’m gonna announce something really cool on this call that I have not brought out into the public yet, something I’ve been working on for a year, I’ve had a year of work. My team…about 17 people have been working on this project for the last year. I’m gonna debut it.

So basically, this is a page on our website. Now, our customer journey for this particular offering, this is a brand called BOOM! by Cindy Joseph and our messaging is a little bit different than everyone else in the beauty space. Like everyone is telling women that their value is going down overtime, right? It’s anti-age, anti-wrinkle, everything’s great until 35 and then it starts to go downhill. We don’t believe that is…we don’t subscribe to that viewpoint and so our message is a little bit different, but anyway, on this product detail page, check this out.

So this is a product offer page. Someone saw a piece of content on Facebook where we started a conversation about this different way of looking at beauty, maybe we used a video and then we got them over to maybe an article on our website, and then eventually, these are all conversion assets along the way. Eventually, they make it to our product offer page.

Now whatever kind of business you have, you probably have an offer page or you should. You know, you should have a page on the internet that sort of explains and shows in multiple media formats, because some people like to watch videos, some people like to look at pictures, some people like to read text, but it explains in multiple media formats what you have to offer. So check out this offer page here.

So we have a hero shot of the product. We’ve got a little bit of content about it. We have a sales video and a demonstration video. And one of the things to know about videos that are designed to sell people stuff is what you really wanna do in those videos is display the ownership benefit like how is someone’s life gonna change? How is it going to be good for them if they own this product?

Now as we scroll down, we have some social proof elements which are like some testimonials from our customers and images about how they liked our product. We’ve got some of what I call third-party pitch videos, some long form left, right content, and we’ve got some other like traditional customer reviews. And the part that I want to show you are these right here. So all these are conversion assets, by the way. The sales video is a conversation asset. This copy is a conversion asset. This imagery, those are just the ingredients. This imagery is a conversion asset, but the most important conversion asset on this page are these right here.

These are video reviews from customers sharing the experience they had with our products and social proof is huge. People want to know that other people like your stuff. They don’t wanna know…you know, of course, you think your stuff is great. Of course, you’re gonna be like, “My stuff is awesome. My service is awesome. My product’s awesome.” But what do other people think about it? And getting a video from a past customer talking about why your product is good and how they use it and why they like it is gold for conversion. It’s a conversion asset so a customer video review of your offer is a conversion asset that you can use in many places. You can use it in your email sequences. You can use it on your offer page and what I wanna do is show you how we get these videos.

First, I’ll show you what happens when you click on one, right? You click on one of these things, it’s gonna pop up a video and then it’s gonna play that video. So on the offer page, we have video reviews. So how do we get these? Well, the way that we get them is by incentivizing our customers to give them to us and what I mean by that is after someone buys from us, we send them a bunch of emails, “Hey, your product is showing up. Here’s some frequently asked questions. Here’s some content that you should know about how to use the product,” and all kinds of stuff.

One of the things that we send them after, you know, 10, 12 days after they’ve had a chance to get the product then use it is what we call an “incentivized video review email”. And it’s an email and an associated landing page that’s designed to incentivize our past customers to give us a video review. And the way we incentivize them is by offering them a $10 gift certificate to our store.

So I’m gonna show you the landing page, but first, I want to debut to you, before I show you that landing page, I wanna show you how we built it, why we built it. So I’m gonna play you a video which is a big announcement. I’m gonna tell you a little bit about this product that we have coming out that allows you to build landing pages. So I’m gonna roll the video and I’ll talk to you about it.

“Looking for a quick and easy way to create high-converting landing pages and sales funnels for your Shopify store? Well, first, what is a landing page? Well, it’s any specific page that you send traffic to to prompt a specific result. Let’s say a newsletter sign-up or a holiday sales page or any goal that you might have. And if you create a series of pages that share a common goal, let’s say a landing page, a sales page, and a post check-out thank-you page, then you have a sales funnel.”

“Landing pages are perfect for growing your business by boosting leads and sales, but right now there’s a big problem. To create a landing page for your store, you could either hire a designer and a developer to create one for you and that takes time and money. Or, you can use a landing page builder which is faster and less expensive, but the problem is, none of the landing page builders on the market integrate your Shopify store, so you have to deal with confusing plug-ins and sub-domains and skewed analytics, which is extra cost and extra hassle.”

“Well now, there is a solution. Introducing Zipify Pages. Zipify Pages is an e-commerce landing page and sales funnel builder that seamlessly integrates with your Shopify store.”

“Start by choosing a template from our ever growing template library. This page templates come directly from our eight-figure e-commerce stores that are built on Shopify. We test what works and we put our best templates in the Zipify Pages.”

“After selecting a template, it’s easy to customize it to fit your store by using our drag and drop editor. You can choose from our collection of conversion elements or blocks as we like to call them like featured products, countdown timer, social proof sections, and more.”

“Once you have the page just the way you like it, click Publish. It’s as easy as that. You now have an amazing new page published right to your Shopify store.”

“Your page will look great on any device. It’s 100% mobile responsive and all of the data is under one domain. So tracking leads and sales in Facebook is easy, simple, and accurate.”

“High-quality landing pages and sales funnels as soon as you need them.”

“Zipify Pages, check it out today.”

So, that Zipify Pages, that’s a landing page builder we made for Shopify that builds the same sales pages and sales funnels that we use in our business, in our store for Shopify.

Now, I have never announced that outside of my close Mastermind groups. We’ve had it in beta for a while now, it’s still in beta and I’ll let you know how you can play with it if it’s something you’re interested in for your business, but let’s take a look at it.

So once you get into Zipify Pages, it’s connected to your Shopify store, you can, you know, do a custom page or you can use a template. And one of the templates that we have in here, we’ve got all kinds of templates and we add a new one every couple of weeks, but you can select this incentivized video review page and you don’t have to use Zipify Pages to build this page and when you can, if you’re using Shopify, it’s a great way but you can also just build this page on your website, you know, whatever you’re using. If you’re using BigCommerce, if you’re using WordPress, you can build a page like this for whatever type of business you have.

So checking out this page inside the Zipify Pages, you can see that the way that this is built is that every block is editable. So the first thing we do is we say, “Get a free gift card to BOOM! by sending us a video review of the products you use.” And then we’ve got a little more content that talks about what we want, and that we want the 20 to 50 second video, and we tell them exactly what we want them to do. We’ve got a little image of the products. We say, “One, grab a smartphone,” and we’ve got an image of that. “Number two, record your video,” and then we give them specifications for the video. “Mention our name, show your face, review our product and your shopping experience, and then email the video from the device that you’re already on, the device that you’re watching this one or rather that you’re shooting this on, email that video to us and then finally you get a free gift card.”

We also have included a video that walks them through the same thing because again some people like to read, some people like to watch. So we say everything in text and image format on this landing page, as you can, we’ll stay right on Zipify Pages, Aunt Charles, this whole time. On the landing page, you can see that we say everything in text format and we say it in image format and we say it in video format.

And the other cool thing about Zipify Pages is you can then just publish that to your Shopify store, you could add other blocks, you could change the header, you could add different content blocks. Maybe you wanna set, you know, a countdown and you’ll only want this to be available for a certain number of time. You can modify the countdown timer and set a date for when it ends, if you’re doing some kind of a contest or something like that. You could add other blocks, long form, left, right content. Pretty much anything that you could think of that you might wanna do on a page, you could do. So, you know, there’s other pages, you can do a custom page, you can add in like, you know, a presale engagement article or something like that.

So there’s a lot of fun stuff that you can do, but what I really wanted to show you was the landing page that we use to create the incentivized video reviews that our customer sent to us that we then put on our products.

Now, if you’re interested in checking out Zipify Pages using our new store, it’s still in beta. It’s extremely powerful. We’ve been working on it for a year. We’re not gonna release it to a production to everyone. For probably about a month, it will be in the Shopify app store, but if you wanna try it out beforehand, you can shoot an email to help@smartmarketer.com and we might be able to get you into the beta if you’re interested. So that’s help@smartmarketer.com and just say, “Hey, I saw Ezra on Facebook. He showed me what you guys were doing with the landing page builder and I’m interested.”

But the point here is that when you are engaging someone in a conversation about something that you have to offer them, you don’t wanna just be like, “Buy my stuff. Please buy this thing for me.” What you wanna do is start a conversation with a piece of content that relates to the problem that they face, right, like so…or relates to a topic of interest that then after they’ve had a chance to engage with that and consume a little bit of it, you then switch into saying, “Hey, I have this offer that you might be interested in,” because what that does is it more clearly mimics the way that people are consuming the digital medium.

So what happened was that people used to sit at laptops and desktops and they’d consume the internet like for long periods of time. They’d sit down for an hour, two hours, 20 minutes, 30 minutes, and then they’d consume in the digital medium. Well, what happened was we moved, uh-oh, I messed up my Facebook page here. We moved from sort of static way, a set way of consuming the digital medium to touch base consumption where we carry these devices around with us and we’re consuming at them at little periods, much different times like you’re using them on the toilet, or you’re using them in the line at the bank. You’re consuming the internet sporadically throughout the day instead of at one set period of time and that changes the way that if you’ve got a business and you wanna communicate with someone, it changes the way that you have to communicate with them because they’re no longer spending like, you know, an hour at a time. They’re spending little bits at a time so the way to do it is to have content that you keep putting in front of people that they can consume in little bits over time that then transitions into an offer for one of your products.

And so we’ll get more into this on the next show about that prospect to customer journey and have it settled up so that you’re not being douchie, you know, you’re not being like aggressive and offering things in a way that doesn’t feel good to people. Because as I said, conversion which is the lingo term for getting someone to say yes to whatever you’re offering them, comes down to communication. Marketing is messaging. It’s all messaging and it’s all communication and the more effectively that you can communicate the value that you have to offer someone, the more effective it will be, you know. The more that they will actually say yes to it and that comes and a part of that is sort of mimicking user behavior in showing content in the way that people want to consume it and having little conversion assets along the way such as the incentivized video review, or a video review of your offer from your customers that you can use in emails, you can use on your offer page, like in our case, we’re using it on our offer page.

So, we use Zipify Pages, which is our new announcement. It’ll be out for everyone in a month or two. If you wanna check out the beta, you can email us at help@smartmerketer.com. We’re really proud of it. We’ve been working on it for like literally a year, countless hours, thousands of hours of energy has gone into this thing and it’s pretty amazing. Check it out and I’ll catch up with you on the next one.

Ezra here from Smart Marketer. We’re done.