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Acquiring new customers can be one of the biggest expenses in any business. So when there are techniques that drastically lower those costs, we’d love to hear about them. Our friend and LeadPages super user Brian Moran recently showed us a technique he used that decreases customer acquisition costs by almost 90%. If you don’t know who Brian Moran is, Brian is the founder of SamCart and Get10000Fans.com. He’s an absolute master at Facebook ads. In fact, he spent over $2M on paid advertising and has run thousands of split tests to increase the lifetime value of his customers. We recommend that you check them out and we’ll link to Brian under the video.
So how did Brian lower his acquisition cost by almost 90%? He did this by putting a new twist on a marketing concept called bonus stacking. Now let’s look at an example of one of Brian’s pages to see how it works. This is a sales page Brian used to sell a low priced offer. If someone viewed the page but didn’t buy, Brian would follow up with these people and let them know that he added some bonuses to the page by sending a series of emails or retargeting these people with paid ads. So people would come to this page, be presented with a low priced offer. If they didn’t buy, Brian would retarget these people via email and Facebook ads. Now retargeting is a way of advertising your product to visitors who’ve already viewed it after they leave your sales page. These ads featuring your product then follow prospects to the websites they visit like Facebook. Two popular retargeting services are AdRoll and Perfect Audience.
So Brian uses retargeting method along with email and he’d say something like we noticed you decided to not buy a report but we wanted to let you know that we just added a bonus to that offer. The person would then be directed to the same sales page they saw previously only on this page there’s now a pre-headline noting that a bonus was added and then the bonus was added further down the page. You would just repeat this process until the prospect bought in. Using this process, Brian was able to bring his customer acquisition costs down by almost 90% from around $37 per customer to around $4 per customer. That’s a huge improvement to his bottom line. To do this so typically you’d have to hire a designer and a programmer to create and publish each variation of these pages for you. Depending on how long your funnel is that can be a lot of extra pages and a large expense. To make this process easy for you LeadPagers out there, with Brian’s help we created this Brian Moran bonus page so you can now implement this exact customer acquisition bonus stacking process with just a few clicks.
Not only does this page convert well, it’s also absolutely beautiful. This is a video sales page kicked up a notch with spaces for all the bonuses you’re giving away for your offer. At the top, there’s room for your sales video followed by the magic buy button underneath and this button is magic because when someone arrives at this page, the button is hidden until the call to action in your video. This process of hiding the button until the call to action to your video is known to boost conversion because it prevents visitors from throwing their guard up at the immediate sight of a buy button. This helps them view your page as a giving page rather than a taking page and it also helps them keep an open mind and digest your content until the button fades in at exactly the right time. Under the button, you have a section to beautifully lay out what comes with your product and this is where you’d highlight all the main benefits of each item included. If you don’t have items to fill out this entire section, you can easily hide the sections that you don’t need. Further down the page, there’s a final call to action and an image of the conceptualized version of your product. This section can also function as a magic buy button. Now if you were implementing Brian’s bonus stacking technique or you just wanted to include bonuses with whatever you’re offering, you’d use these bonus sections right here. Again you can use all of these or only a couple. Just hide what you don’t use and if you’re not offering bonuses at all, you can hide this section all together.
Finally there’s another call to action and an image of your product here at the bottom. Let’s look at how to customize this page inside of LeadPages. Go to My.LeadPages.net and log in. Once inside the member’s area, look for the Brian Moran bonus page and click use this template. Select your market from the dropdown and like with all pages inside of LeadPages you simply click on something to edit it.
So let’s add our sales video. You can embed videos from services like YouTube, Wistia, Vimeo or any other service that gives you an embed code. I’ll update the logo at the top by clicking on it and then selecting my logo from the image bank. Now let’s change the background color here to match our product branding and to make the logo pop a little bit. Click on style settings and then click on the header background and I’ll select , which color I’d like to adjust it to and then I’m done.
Let’s set up our buy button. First I’ll click on it and link it to my shopping cart and then I’ll edit my button text. Next I’d like to set up the timing of when the box should fade in. Click on fade in container over here on the left and then we’ll need to enter the amount of seconds to wait before the box fades in. To figure this out, determine what time your call to action is in your video down to the minutes and seconds. Once you have that time, they’ll need to convert it to total seconds so the buy button appears at exactly the same time as your call to action. So for example, if my call to action was at five minutes and 17 seconds in, I’d multiply five times 60 and get 300 seconds and then it adds 17 to get a total of 317 seconds. So I type in 317 into my fade in box. Underneath the button, I’m going to edit this text before moving to the what’s inside section. Now these boxes are really cool. If you need more bullet points to call out benefits and features, these sections adjust dynamically.
If you’d like to update this image to something else you can. If you’d like to hide it altogether you can do that by clicking the gear icon and then selecting hide. Finally if you’d like to hide a whole section, hover up here in the corner, click the gear and then select hide. The section will then be hidden. Now if you’d like to hide multiple sections head over to the left and expand the Facebook section then click on the I icon to hide the sections you don’t need.
In the product section, you can swap out the image of the product for an image of your own product, hide the sale icon. You can either link this button to your shopping cart or if you wanted to you can have this button trigger a LeadBox. So you can see that it’s really flexible. Finally if you’re ready to start bonus stacking or you just like to add some super valuable bonuses to your offer, you can edit these bonus sections. I’ll change the headline for this bonus then the benefit then I’ll swap out this image for an image of my bonus. Then I’m going to update the value of my bonus here.
Now let’s say I’m using Brian’s bonus stacking technique and this is the page people see when I’ve only added two bonuses to my offer. I can easily hide the rest of these sections by going to the bonus section on the left and expanding it and then clicking the I icon to hide the sections that I don’t need. Finally I’ll update the product section at the bottom as it links to my shopping cart and people can purchase what I’m offering after learning about my bonuses. Once I’m done customizing the page, I’ll name the page and then I’ll save the page. LeadPages handles making these pages mobile responsive and if you’d like to check to see what this page looks like on a tablet or a smart phone, you can do that right inside of LeadPages.
I just click on this tablet button to scroll through the page on a tablet and you can see that it looks absolutely amazing or if I click on phone, I can scroll through this page on a smart phone and again you can see that it looks absolutely stunning. When I click publish, LeadPages gives me a URL I can use to instantly view the page and here it is and the page look fantastic on a desktop as well.
Back in the publishing window there are a few more options. You can publish the page to WordPress, publish the page to Facebook as a Facebook tab or you can download the file and put it on your own server.
If you’re not a LeadPages customer, this can be a bit more difficult to set up. Here’s what you’ll need to do if you’re not a LeadPages customer.
If you’re a developer, click on the link below and opt in to receive this template and our LeadMagnet delivery system will deliver it to you. Modify the HTML and CSS using your coding skills or the coder you’ve hired, integrate the page with your autoresponder, WordPress etc., get your landing page code that you’ve generated and finally publish the page. We’ve found that if you’re not a LeadPages customer, typically it will cost around $300 for a coder to customize and publish the page for you.
If you are a LeadPages customer, you can publish unlimited pages and do all the customizations within minutes. Just head to www.LeadPages.net and click on the button below the video to get LeadPages. If you’re unsure, which plan to go with, we recommend the pro annual plan as it comes with the majority of the features we have, includes one free sub-account and is 40% cheaper than paying monthly. So join us at the pro level.