Getting someone to optin to your funnel is the most basic skill of funnel building. Here’s some common mistakes I see…
If your optin page isn’t doing its job, then your funnel’s already dead in the water.
Internet sales are a give and take relationship… and it all starts with your optin.
Let’s face it, if you can’t even get somebody to give you their email address for a free offer, how are you ever gonna get them to give you their money?
If you’re thinking, “My products so good it’ll sell itself,” I’m gonna stop you there; *NO IT WON’T!”
SALES MESSAGE VERSUS YOUR PRODUCT…
Back in the day, when I believed that a sale happens because of the product, I wrote an ebook. I had a ghostwriter, but when I got the book back, I didn’t like it – so I rewrote the whole thing myself. I was so pumped about it.
This was pre-ClickFunnels, so with the little coding knowledge I had, I hacked out a funnel in WordPress.
I spent an inordinate amount of time building this crappy funnel. I knew it wasn’t great, but I thought, “The products good, so maybe it’ll work.”
I patched together a payment processor and an autoresponder. I worked sooo freakin’ hard, I was so stoked with my botched together funnel.
The e-book was targeted at students, which was stupid because they’re all broke.
It took me two days just to create the sales letter to get people to optin, but when I launched, not one single person gave me their email address.
I was frustrated because I knew my product was good… I couldn’t understand why nobody opted in. I hadn’t learned that:
The sale happens because of the sales message, not the product. No one buys because of the product. They buy because of the message.
I was so convinced that the product was the reason why someone would opts-in.
A lot of the time, it’s harder to create a converting optin page than the actual order page.
Your optin is first time often the first encounter that a potential customer has with you and your brand. That’s why I spend so much time creating the squeeze page, even though there’s usually not many words on it. It’s such a delicate first encounter. You have to make sure that it’s awesome.
If you guys don’t know what I’m talking about a squeeze page can go by a few different names:
- Optin page.
- Squeeze Page
- Landing page.
- Reverse squeeze page
There are subtle differences between all of them, but the main premise is to get somebody to give you their email address or contact info to start the marketing relationship. That’s really all it is.
BUILDING YOUR MOST VALUABLE ASSET…
If you wanna be a funnel builder, you’ve got to good at creating squeeze pages and list building.
Lists are the only asset you have on the internet. It’s not your funnel, your product, or your sales message – it’s your list ultimately.
The list is what will save you if the bottom falls out from under you.
You gotta get good at getting people to optin. You gotta get good at delivering value up front. You gotta get good at pulling people and helping them realize, “Ahhh, I see what I should give you my email.”
So I want to walk you through the most common mistakes that I see people make when it comes to creating optins.
If you want an even more of a deep dive, I’ve created a whole course about optins. If you go to freeoptincourse.com, you can get it for free. I go through a live funnel build to teach you how to get optins.
OPTIN PAGE PROBLEM #1:
#IT’S NOT A SQUEEZE PAGE
A little while ago, I was asked to critique a funnel. There were some amazing guys over in Hollywood who worked with a lot of actors.
When I start looking through their funnel, the first thing that I noticed was how many places I could click on their squeeze page. There were so many places I could exit.
If you have links at the top of your page, that’s not a squeeze page. You’ve just built a website with a funnel editor. It’s a classic blunder. You can totally build a website in something like ClickFunnels. I’ve done it a couple times now.
If you have more than one exit from the page – it’s not a squeeze page.
The only way to exit a squeeze page is to put in your email address and press submit, or literally close the tab.
At the bottom of the page, when it comes to all the legal stuff, I have:
- Business address.
I add the legal crap, but besides that, I don’t put anything else on the bottom of the page, and I definitely don’t have anything on the top of the page. The page design can be very simple.
The only way to move forward is to give their email, or whatever contact you’re asking for. That’s how a squeeze page works. By definition, it squeezes; “Give me some info, and I’ll give you some sweet value.”
The goal of a squeeze page is to get someone’s contact information.
When I looked at this squeeze page, and the problem was that it wasn’t a squeeze page at all – it was a classic website that happened to have an optin box on it.
These guys were spending a ton of money driving traffic to this page.
Looking at their conversions rates and all this traffic coming in; the numbers were telling the story. They had 1%- 2%, of people optin for the free offer – which means, Something is wrong.
A good squeeze page should be getting you at least a 30% optin.
Affiliate Outrage has a 71% optin rate as I write this.
A lot of my other squeeze pages are getting around 62%, and I have a content funnel that’s getting around a 40% optin rate. Which is super cool.
Once you have contact information you can start to create a relationship in which you can:
- Add value.
If don’t add value people will unsubscribe. So make sure you’re always adding value.
Marketing is a two-way relationship with your customers.
So always look at your optin page in this light.
I also recommend using an exit pop.”What Steven, you want exit pops?” Yeah, I don’t care about bothering people one more time before they leave – I may never see them again. An exit pop. Works miracles.
I love exit pops. They increases my conversions by a lot. Exit pops are awesome.
So just so you know, I’m always willing to critique your funnel. If you want me to do that, go to Stevejlarsen.com. I sell one-on-one hour coaching sessions to dive through whatever you want.
OPTIN PAGE PROBLEM #2:
# NO CURIOSITY
Curiosity is the one that I see people mess up the most. I look at the headline, and there are no open loops. The headline is not giving any kind of alluring promise.
At ClickFunnels we often spent two to three days just on the headline. It’s that important. So if you’re writing headlines on a whim – that’s a BIG mistake.
Lack of curiosity in a headline is typically the main reason I see that people’s squeeze pages don’t work.
Even if you only have one exit, if there’s no curiosity on the page, people will close the tab.
If you want to increase, or even double, your conversions make open looped, curiosity-provoking statements.
Curiosity drives the human brain nuts. We have to have closed loops. It drives us crazy when we don’t.
In western culture, everything down to our music and our melodic tones resolve – because we need that closure. A lot of eastern music doesn’t have that same pattern.
We need closure, even if it’s not real. People seek closure even if it’s fake. That’s human psychology. You can use that. Use your headline to create curiosity:
- “Are you getting the most out of blank?”
- Click down below for the free report.
- Click right here to take the quiz.
- Do you want the quiz results? >Email/ Button!
I’m adding sweet quiz to one of our funnels. I know it’ll work because I’ve asked an open-ended question and people can’t handle not pursuing the answer so they give me their email, and that lets me start pushing them through the funnel to begin the marketing relationship.
A squeeze page only exists to start the relationship; it’s not for you to teach all your stuff, or to make you look like a rockstar.
OPTIN PAGE PROBLEM #3:
# TOO MUCH INFORMATION
#3 is a classic blunder. It kind of ties into #2. You’re giving way too much information. You’re telling all the things and literally bathing them in information.
Too much info, and you’re not selling, your just telling.
If you wanna go see a good example, go to affiliateoutrage.com and watch how hard I’m selling the optin. It’s a big page, but I’m selling. It’s still a squeeze page. I’m revealing a little bit more information than I would normally do, but watch the way I’m doing it:
- I present an offer ( Yes! There’s actually a full offer for something that’s free.)
- There’s social proof up the butt.
- It’s packed with crazy testimonials.
- There are video introductions to all of the course creators.
BUT… it’s very open-ended. I don’t close loops or resolve any of the questions that I bring up on the page. I’ll ask questions like:
- Q: “How much is this?” A: “It’s free! Click here to get it.”
- Q: “How long is this available?” A: “I don’t really know. Just testing it out. People have really gotten a lot of results from this. Make sure you get it before I close it. Click here to get it!”
Each answer drives them back to the optin.
Instead of continuing to create open loops, people often start teaching on the squeeze page, and then they wonder no one’s opted in.
It’s all about scarcity and urgency. It’s all about creating that curiosity. The easiest ways to do that? Don’t tell them too much.
You’re just selling the very next step that you want them to take, i.e., to optin.
LONG OR SHORT?
I had the incredible opportunity to go hang with Trey Lewellen and his awesome girlfriend to work on his webinar funnel. And he had an incredible squeeze page. It was extremely short. It was literally a headline, an optin, and a button. That was it:
- Input field.
Even with a very simple page design, his numbers were incredibly high.
This works really well when you’re talking to a hot audience – when people know who you are.
I don’t want to make big blanket statements because every scenario is different. Affiliate Outrage has a long page, and Trey has a short page – both work in different scenarios as long as you follow these guidelines.
OPTIN PAGE PROBLEM #4:
# LACK OF SOCIAL PROOF
There are some fascinating launches a course has been sold successfully with a massive sales letter and all the sales material and made tons of money. Once the cart is closed out, they focus on getting the students them results and gathering testimonials.
Then they’ll reopen the cart with no sales letter and just a huge sickening amount of testimonials and social proof. And guess what? They make as much money with that page as they did with the sales page. Social proof is massive.
By simply adding in a few testimonials or the Facebook comments element that’s all native in ClickFunnels, you can create some powerful influence.
Trey showed me screenshots, and they had a crazy increase in optins when they added social proof. I can’t remember the exact number, but it was outrageous.
One of my squeeze pages went from a 45% optin rate up to 65%, (it’s maintained at 62%.) And one of the biggest changes I made was to add a huge amount of social proof. That was it.
So you might be thinking…”But Steve, I don’t have any social proof yet?”… So glad you asked
HOW TO GET SOCIAL PROOF…
(When you don’t have any yet!)
A cool way to get social proof if you don’t have any yet:
- Go do a free course, i.e., go on Facebook for two hours and teach something.
- Download that video. Boom! Now you got a course.
- Offer the course to your audience for free with some other cool things (make a mini offer out of it), if you take out your phone, flip it sideways, and just tell me what you think of it.
- Tell me what value you’ve gotten from me now or in the past.
- Answer the question what’s it like to work with me?”
I’ve done that multiple times, and gathered 50/60 testimonials in a week. And then I just go and liter ’em throughout my pages. I know my stuff is good.
Social proof is massive. And it’s a very easy thing to get.
You don’t need tons of social proof. If you can get like two or three testimonials that’s perfect.
OPTIN PAGE PROBLEM #5:
# WHERE’S YOUR TIMER?
You need some scarcity and urgency. I recommend putting a countdown clock on your optin page. Make it an evergreen countdown clock.
Countdown clocks make people do crazy stuff.
Just put it on there. You don’t even have to explain it. You’ll get more optins. *FACT*
OPTIN PAGE PROBLEM #6:
# NOT ENOUGH VALUE
I always recommend that your squeeze pages offer something so obviously valuable that opting in seems like child’s play.
I’ve noticed that when you give crazy value it starts to increase the reciprocity people feel towards you in the future.
OPTIN PAGE PROBLEM #7:
Videos can sometimes help, but often the way people create a video is a hindrance to the optin.
I don’t recommend having a video for your optin.
If your offer requires some explaining, then maybe… but man, it’s gotta be high pace. It’s gotta be exciting to watch.
Affiliate Outrage is probably the only optin page where I have a video, and it took me a while to craft and make it feel right.
Anyway, it’s not a normal thing for me to go do because most of the time I find that videos on squeeze pages slow down optin rate. They slow down the rate a person consumes at, and so I put a video on the next page.
If I’m doing a reverse squeeze page, (check out The Funnel Hacker Cookbook), then maybe I’ll put a video on there. But it’s not a normal play for me.
If you have a video on your page, and you’d like to increase your optin rate, try taking the video off.
Do a little split test and see what happens? You most likely will get a higher optin rate because it won’t slow the momentum down so much.
OPTIN PAGE PROBLEM #8:
# DO YOU LOOK GOOD ON MOBILE?
This is an obvious one but still worth pointing out. Around 7.19 billion people have mobile phones – so you have to make sure that your page is optimized for mobile. Luckily, this is easy to do in ClickFunnels.
YOUR OPTIN PAGE HOMEWORK
…Now for the FUN bit!
- Go back to your squeeze pages, and use the list I went through to play devil’s advocate. Ask, “Where does my optin page suck?”
- Start critiquing other people’s pages for free.
There was one time when I decided that I wanted to start building more relationships.
So I literally opened up my computer, looking at funnels that I could tell were good, but not quite there yet. They weren’t funnel builders, but they had a good product.
I’d record my screen critiquing people’s pages. Then I would just send the critique to their support and wait to see what happened.
It wasn’t uncommon for me to get feedback from CTOs, saying “Wow, that was really helpful. Thanks so much.” I’d be, “Oh, yeah, ain’t nothin’. By the way, I’m Steven. How you doing?” And that was an easy way for me to create a lot of relationships. I did that a lot.
I don’t think I’ve ever told you guys that. Anyway, it was fun. Just go practice. Do it to your own pages, and other people’s.
Until Next Time – Don’t be a lazy marketer!
Hey, obviously a funnel’s already dead if you can’t get even get anyone to optin.
So I spent four hours teaching an audience how to get high optins, when they work, when they don’t work.
If you want access to that member’s area where you can watch those replays, just go to freeoptincourse.com to create your free members account now.