Jason Brubaker is a well known independent filmmaker who is an expert in his industry at distributing and marketing independent films. He took his marketing experience for independent films online a few years back when he started a blog (JasonBrubaker.com) to help other independent filmmakers drive traffic and generate revenue using the internet as a resource for distribution. He provides “how-to” marketing tips for filmmakers in the online space.
A Quick Preview of the Podcast:
- How to use a pop-up window to increase your conversion rate
- The #1 plugin to display the perfect pop-up (without having to code)
- Why the quality of your traffic determines your opt-in rate
“When you’re driving warm traffic…and then you give them something of value, that increases your opt-in rate.” – Jason
“When they see the pop-up, it’s just the continuation of the conversation I’m having with them.” – Jason
To See These Tactics In Action:
To See The Transcript:
Tim: Welcome to ConversionCast, the only podcast that gets to the heart of the metrics. Now here’s another data driven case study.
Hello fellow marketer. It’s that fantastic day of the week where we get to nerd out and discover what really works in the world of marketing. Before we dive in, I want to invite you to join me this Thursday at 3:00 p.m. eastern time for a free live webinar called the three most important web pages in your business and how to tweak them to quadruple your list in the next six months. The title says it all and you need to be there. So I think that you should do this.
To join me, text LeadPages that’s all one word LeadPages to 238470. Again text LeadPages to 38470 and you’ll be all set for this Thursday’s three p.m. live free webinar called the three most important web pages in your business and how to tweak them to quadruple your list in the next six months. With that said, today’s guest is a new buddy of mine Jason Brubaker. Jason is a successful filmmaker who’s taken his experience online to allow them to teach others how to have success in that space. He’s been following LeadPages for awhile and has seen unbelievable results using our software. But he wanted to experiment with something. He tried putting a LeadPages landing page for his webinar into a pop up to see what kind of results it would get him. Now I have never been the world’s biggest fan of pop-ups until recently just because we’re seeing some amazing results using the LeadBoxes timed pop-ups. But that’s a story for another day. But really I was blown away to hear how well this was doing for Jason in the case study we’ll be talking about today.
One thing to point out is that the traffic that saw these pop-ups was typically very warm traffic but I don’t believe that that dilutes the results of this case study at all. Let’s get on with the episode of Jason. I’m Tim Page the conversion educator here at LeadPages. This is ConversionCast and here’s Jason Brubaker from JasonBrubaker.com.
Hey, Jason, thanks so much for coming on the show.
Jason: Tim, I’m really happy to be here. Thanks for having me.
Tim: Yeah, this is going to be fun. It’s cool because we were talking a little bit earlier and you and I have only interacted at this point with a couple of emails and on a webinar through the questions box in the webinar even though I was calling out your testimonial. So it’s fun to get a chance to kind of talk and I can’t wait to discuss kind of this tactic that you were able to implement. So again it’s really cool to have you here. So the first thing I’d love to have you share is just tell us the results that you were able to get from the case study we’re going to talk about today.
Jason: Okay. Well we’re going to talk about a case study in terms of how I actually put a LeadPages inside a pop-up. In terms of that case study, my pop-up was able to generate a 15% conversion rate.
Tim: I love it. Yeah. So that’s awesome and you know, keep this in mind because everybody hears these big ridiculous numbers of you know, 70% conversion rate and all this kind of stuff and you know, it’s not that those numbers are false but keep in mind the average site just to give you a couple of stats for the person listening, the average website where somebody just kind of has a website whether they’ve got traffic or not the average conversion rate site wide is about half a percent. Okay.
For somebody who’s doing a great job of marketing and is really paying attention to what they’re doing and is you know, has great LeadPages and stuff like that they’re looking at on average a 2% site wide opt-in rate. For kind of really, really experienced marketers that are constantly focusing on optimizing their site, they’re averaging around 10%. So to give you an idea, the LeadPages website is converting on average around 10% site wide. So a 15% site or I’m sorry a 15% conversion rate to opt in on a pop is really stellar and what we’re going to talk about today is interesting. We’ve implemented it with ConversionCast and I don’t have statistically significant stats for this but I will share my results on that in just a minute.
But I just wanted to set the stage for what we’re talking about. So with that said, tell us just a little bit about kind of who you are and what you do.
Jason: Yeah I think it’s great that you set the stage because that number is largely due to warm traffic and I want the listeners to know that I’m pretty well known in the independent film making space. So I’m known as a guy that talks about film distributions and ways that independent film makers can market their movies using frankly some of the tactics that most of the listeners here are already familiar with. With that said, a lot of my traffic is coming directly from my Facebook pace , which is where I have a great community that’s thriving and engaged. So that 15% is very much skewed.
But I think what was fun and interesting for me is I had shifted about oh I would say about six months ago to where all of my opt-in software is now in LeadPages right. But the one thing that was lacking at least at that time is a pop-up. I wanted to –you know, I know a lot of people are like oh the opt-in pop-up thing, the dreaded opt-in pop-up.
Jason: When you’re driving warm traffic from a Facebook page where people already know you and then you give them something of value that increases your opt-in rates, right?
Jason: So one of the things that I started doing was webinars where people could get on. They have an opportunity to get on a live webinar with me where I would interact with them and answer their questions and really become in my opinion friends with them. So I would warm them up on Facebook, etc., etc., etc. and then by the time they got to my site, I would have my webinar opt-in inside a pop-up framework. So as soon as they got to the site within I would test like five 15 and 30 second pop-ups and people would opt-in because they would want to get into my webinar.
Tim: Right. And so we are talking about pretty warmed up traffic but even that considered this is still pretty extraordinary results for something that like you mentioned is kind of the dreaded pop-up. A lot of people have used pop-ups and once they started measuring a lot of people have not gotten great results and that’s why I’m excited about this. So I definitely want to hear about that but I do want to hear. I want people to know kind of who you are and what you do because you are traditionally not in the internet marketing space. So kind of share what you do and how you’ve kind of you know, made this name for yourself.
Jason: Yeah thanks for reminding me that I’m not traditionally in the internet marketing space.
Jason: I started my career making movies, independent films and a few years back, we in the independent film space started to make the shift from a world where I guess I’ll use the music industry as an analogy. We all know that what happened when iTunes came into play. It totally disrupted the music industry and around the time that I made my first feature film, our movie industry started to become very disruptive there was an opportunity to get a movie up on that Amazon for example. I found out very quickly that if I put a movie up on Amazon and I started driving targeted traffic to a point of sale that was a new model even though at the time I didn’t realize it what I was doing was something that not a lot of people were doing or knew how to do it. I started getting emails around that time from other filmmaker that said hey how are you doing this thing? That started a blog. I started a blog called FilmmakingStuff.com where I started sharing tips on how to market and sell your movie without the middle man.
From that, that was roughly four years ago and it’s grown into a real publication to where I have a following and a robust mailing list and I do all these speaking gigs and I’ve authored a book and all the kinds of things that I guess in the internet marketing space, that we’re all familiar with. So you know, when I talk about this stuff, I’m not going to say that I’m like a you know, like I’m super famous or Steven Spielsberg or something like that but I had built somewhat of a following and I’m known to some people. I’ve been spotted once or twice at the airport.
Jason: It makes me feel awesome but…
Tim: [Laughs] I love how you put that. That’s so great. Yeah and yeah you have made a name for yourself and when you’ve been mentioned on webinars and people have said you know, that they love filmmaking stuff. So you know, it’s really cool. You’ve had a really interesting journey and I think people should they should probably talk with you to learn more about that or head over to one of your websites whether it’s JasonBrubaker.com or FilmakingStuff.com to learn more about that.
But today, it’s really important that we get into this tactic because it is really fun. It is really unique and it’s something that somebody wouldn’t have to take a bunch of time to implement. So the tools that somebody would need basically are a WordPress website, the plug-in that you’re going to talk about in LeadPages. So tell us kind of how you have this structure and how this pop up is structured and what you’re using it for.
Jason: Sure. Well for this particular pop-up I’m using something called Ninja pop-up. I believe that’s the name of it and it allows me to create an iframe within Ninja pop-ups. So all I really do is I create my landing page on LeadPages. I grab the URL from LeadPages. I put it in the Ninja pop-ups and then I adjust the size so that when somebody comes on to my site, this page pops up right? So it’s a page within a page.
From a technical standpoint, it takes roughly I don’t know 5, 10 minutes depending on how nerdy you are.
Jason: But once you have that setup then it’s just a matter of what we’re all familiar with which is tweaking and testing to find out how it’s working or if it’s working. And I do want to make something clear to him and I think we’d be doing everybody a disservice.
I’ve been running the same pop-up this past week for an upcoming webinar and my results have not been stellar. So I’m wondering if perhaps my audience is now fatigued and I have to go out and change my network and tweak a couple more things to get this thing going.
Tim: Yeah that’s something worth considering for sure and that’s why I always tell people you know, if you’re going to try to implement these tests to make sure that you are testing, make sure you’re monitoring the results. Because as another example, I had Danny Inny on the podcast about a month or so ago and he was talking about a tactic that he used in webinars where he didn’t give people kind of that sense of urgency pitch at the end where they had to buy before the end of the webinar. After two weeks, he had seen a higher conversion rate overall than he had seen when he was giving people a sense of urgency. However we tried that and it had the worst conversion rate in the history of any webinars that we’ve ever done at LeadPages.
So this is stuff that’s worth testing and this is another one of those examples. You’ve got great results in the past with this pop up getting people to register for a webinars. We tried it and didn’t get great results here at ConversionCast. So I think that it is really – it’s an interesting thing and I’m curious you know, how did you get the idea? I know this isn’t necessarily kind of a how–to element but you know, how did you get the idea to take a LeadPages landing page and put it into a you know, a pop-up frame.
Jason: Site wide on my website what I find is a lot of people you know, I get quite a few opt-ins during the day , which is you know, it makes me happy. But I’ve always found at least for me with my particular audience that I needed that pop up to really add some juice to my daily opt-ins. When I took that away and made it all dependent upon people finding my LeadBoxes or different things on my website to click on, in my particular case, I didn’t have a really strong opt-in. I wasn’t getting a lot of opt-ins. So in the past I had used different software for pop-ups and I just thought I don’t know one day I was like hey what happens if I put a LeadPage within a pop-up? [Laughs]
Jason: I’d love to have like a response to be like well Tim actually I’ve been —
Jason: [0:12:34] [Indiscernible] about this for many years and you know, it was nothing like that. It was just like I need a pop-up, what can I do?
Tim: Yeah. Some of the best ideas come like that is I think they’re just ideas where it was like you know, you were doing something. You thought there might be a better way to do it, you tried it and it worked. In this case it got you great results. So just once more so it’s Ninja pop-ups , which is a WordPress plug-in that allows you to put and iFrame or you know, basically put an iFrame within a pop-up. So you can take the link for the LeadPages landing page hosted right on LeadPages and you put it within the IFrame. Because LeadPages templates are mobile responsive it adjusts itself to fit into the iFrame and still look good regardless. I mean of course you can resize it and in that somebody goes to your website. When they get to your website after what do you have it at 10 seconds?
Jason: Right now I’m testing 30 seconds I believe.
Jason: But I usually test 5, 15 and 30 seconds. Anything longer than that I found that my responses go down. But I’ve heard some marketers talk about waiting a full 60 seconds to get the people that are really warmed up to you.
Tim: Wow interesting. And have you had a certain amount of time that’s worked best?
Jason: For me the five seconds seems to work the best.
Tim: Yeah it’s interesting. I feel like that’s – that would be kind of obvious. You know, after five seconds it’s a short period of time. Somebody is on your website that pop up comes up. Because your traffic is already warm they get there and they see that they’re going to know who you are, they can join the webinar. But it’s —
Jason: That’s the whole thing too Tim and I think you know, I just want to keep reiterating that a lot of my traffic comes off of Facebook and my marketing efforts elsewhere. So it’s absolutely warm traffic with people who know me. So when they see the pop up it’s just the continuation of the conversation I’ve been having with them.
Tim: Right and that would contribute to kind of the success of that as well. So that’s really good and I think that’s a good place to kind of end and again you know I’d encourage people to check out Jason’s stuff. He’s got a great blog at JasonBrubaker.com. I just read a really fantastic post about getting out of debt, which I just did a couple of weeks ago. And I would really encourage you to do that so Jason thanks so much for coming on the podcast, I really appreciate you sharing this stuff with us.
Jason: Thanks for having me.
Tim: Thanks for listening to this episode of ConversionCast. If you liked what you heard here today, we have something awesome that we want to send you. Our amazing team has created a free reference guide for you with every single split test and piece of conversion data that we have access to here at ConversionCast. This free booklet is packed with incredible case studies and real metrics from real people to show you what’s really working across multiple industries right now. This is the kind of information you won’t find anywhere else. As one of our listeners, we want to give you a copy of this book absolutely free. You can get your copy right now by going to ConversionCastGift.com. Again that’s ConversionCastGift.com. Go there now and pick up your copy and we’ll see you next time.
Listen To Discover The Exact Strategy Jason Brubaker Used To Increase Webinar Opt-Ins By 15%