Marketers Who Use Science and Data Win

Marketing Podcast with Neil Patel

Neil PatelI’ll get straight to it today – my guest for this week’s episode of the Duct Tape Marketing Podcast is Neil Patel, founder of online tools and services such as Crazy Egg, KISSMetrics, and HelloBar.

Like so many things that are truly useful, Patel created his tools, and eventually his companies, in order to solve a need he had in his own marketing efforts.

Along the way, he has become, in my opinion, one of the best marketing and conversion experts on the planet because he excels at testing and analyzing data. In the end, that the secret to most effective marketing.

You can growth hack and try this and that to create demand but meticulously analyzing and eventually improving every element of your marketing efforts is the secret to success.

Patel’s Crazy Egg tools helps marketers understand website visitor behavior in order to make it as easy as possible for the user to do what they want to do on your site. KISSMetrics helps you understand who is visiting your site and how effective your marketing efforts are at converting them to customers. (Just visiting his sites is a lesson in conversion.)

There are many, many tools aimed at helping you use science and data to win, but unless you make the effort to understand and employ them you are simply guessing in your attempts to successfully market your business.

As a bonus, I would be remiss if I didn’t point out one of the greatest free sources of information online: Pate’s free QuickSprout University online training courses rival most paid training – go get them!

Some of the questions I asked Neil:

  • Are blogs still an effective approach for business?
  • What advice do you give for marketers to target mobile users?
  • When should you consider mobile PPC advertising?

Some of what you’ll learn if you give a listen:

  • Traffic, conversion and conversion optimization
  • How and why to use Crazy Egg to maximize conversion rate
  • When and why to use more powerful analytics services than Google Analytics

The Best Place to Invest Your Marketing Dollar

Budgets for marketing are always tight, but these last few years, well, they’ve been stretched beyond tight.

marketing budgetSo, how do you decide where to invest the little money you have. Traditional thinking points towards advertising and other ways to make the phone ring, get more traffic to the site, but I say there are lots of low cost and next to free ways to do that and the real payoff is in conversion. It’s amazing how much money is wasted generating leads that go nowhere. If you are generating a decent amount of leads, but only converting 5% to customers, ask yourself what it would take to get that conversion number to 10%. It might not take much at all and you would double your business. Wouldn’t that be worth your time, money and energy.

My guess is you actually don’t need any more leads, in fact, cut out the non qualified ones and you could probably double your business with less leads than you have today if you focused more of your energy on lead conversion. It’s the first place I go to fix a business when asked.

Here’s your plan of attack for greater lead conversion

Get metrics – figure out where you are today – use Google Analytics and pick up Avinash Kaushik’s book Web Analytics 2.0 to find a host of tools and techniques that will help you better understand all of your online and offline conversion numbers. Understand these four variables and go to work on improving them: 1) % of leads converted 2) Average $ amount per customer/transaction 3) Average number of transactions with each customer 4) Cost to generate a customer

Get better – Do some usability and multi-variant testing on your web pages using tools like Crazy Egg,, and Google Website Optimizer to find out how to change them to get higher conversions. Pick up Tim Ash’s book Landing Page Optimization or better yet consider hiring a page optimization firm like Ash’s Site Tuners to help you increase the interaction, engagement and conversion from all of your web pages.

Get a process – Create scripted process that allows you to qualify, nurture, convert, transact and repeat with each lead that comes into view. Know what everyone in the organization is going to do with a lead to move them to the next step, present your unique value proposition, make an offer and thrill them after they agree to purchase. Have set, documented and scripted approaches for all to follow and follow them. Here’s a hint though: Don’t simply copy what everyone else in your industry does. Use your conversion process as a differentiator. Create an intentional interruption and be prepared to show why your way of doing it is a benefit. Invest whatever it takes in time and resources to get this right and continue to tweak it.

Get training – Not everyone comes out of the womb selling. For some it’s hard and sales training is often a great investment. But that doesn’t mean you have to come off as the stereotypical schmoozer sales person to be effective. Effective sales training is often a matter of creating some patterns and processes that make you a better listener, more authentic, and better prepared to demonstrate you understand the problem a prospect is experiencing rather than simply having an answer. I for one think books like Let’s Get Real or Let’s Not Play or Go-Givers Sell More are more relevant in today’s relationship selling world than the “close them or die” approaches of the past.

Image credit: stuartpilbrow