Black Hat Tactics With White Hat Results

“Black Hat Results With White Hat Tactics”
Sneaky tactics you can copy that we used to
build a £12 million web property in just 18
months.
Facebook.com/RolandFrasier @RolandFrasier LinkedIn.com/in/RolandFrasier

THE 4 STEP FUNNEL

1. Build A Viral Content Engine
2. Reverse Engineer Everything
3. Create Split-Test Systems
4. Monetize Across The Full Funnel

STEP 1
BUILD A VIRAL
CONTENT ENGINE

• Create slides. Post to SlideShare
• Create video from slides. Post to YouTube
• Demo videos w/stills from video. Post to Facebook
• Book from video transcription. Post to Amazon
• Podcast from book read (celeb readers a plus). Post to iTunes
• Create word art + infographics from book callouts
• Post word art + infographics on Instagram
• Post word art + infographics on Pinterest

• Post demo stills to Instagram + Pinterest
• Post book to Facebook as Facebook Notes
• Blog entire book on Tumblr w/ video embeds
• Tweet each chapter, video, slide & image
• Post book as LinkedIn articles
• £1,000 Facebook paid traffic to Tumblr posts
• £200 FB paid boost to word art embeds
• £200 FB paid traffic to video clips

STEP 2
REVERSE ENGINEER
EVERYTHING

Use data to find best performing content, format, giveaways, interviews,
& influencers (Day 1 Slide Deck @ http://Slideshare.com/RolandFrasier)
What are your competitors’ assets & liabilities, gross income and
profits?
Who are your competitors’ current & former employees, outsourcers,
copywriters, suppliers, partners, shareholders, directors & officers?
Which competing products sell best and how many people visit your
competitors’ shopping carts each month?
Which keywords, ads, creative, publishers, affiliates & ad networks
perform the best
What new ad copy & creatives are competitors testing, what website
changes are they making, and which split-tests are winning?

Use Experian For Business Intelligence

What’s Their Entity Information?

What Are Their Assets & Liabilities?

How Much Money Do They Make?

What Is Their Business Structure?

Who Are Their Shareholders & Directors?

Who Are Their Former Directors?

Who Are Their Employees?

Who Are Their Outsourcers?

Who Designed Their Logo(s)?

Who Is Their Build Team?

What Theme Do They Use?

What Build Tech Do They Use?

Who Are Their Suppliers?

Who Writes Their Copy?

What’s Their Sales Funnel?

36,604 X 33%
= 12,200
Free Books Given
How Many Sales Are They Making?

What Products Are Selling Best?

What Prices Are Selling Best?

Find What’s Working On Amazon

Find What’s Working On YouTube & Etsy

Find What’s Working On YouTube

Find What TV Infomercials Are Working

Find What TV Spots Are Working

Find What’s Working On AdWords

Start Thinking Of Products For Each Part
Of The Full Funnel

Use Compete/SimilarWeb For Offer Ideas

How Much Traffic Are They Getting?

See All Changes To Their Site Over Time

Add Your Ideas To Your Offer Sheet

What Tracking Is On Each Web Page?

Who Owns Google Auto-Complete?

GET DETAILED DOMAIN, IP &
DNS CURRENT INFO &
HISTORY FOR EACH
COMPETITOR

Get A Good Overview Of All Competition

STEP 3
SPLIT TEST
RELENTLESSLY

• SYSTEMS
• FUNNEL
• TARGETING
• ADS
• LANDING PAGES
• UPSELL PAGES
• EXIT POPS
• REMARKETING
• E+ DIRECT MAIL
• PAYMENT
WE’LL COVER CONVERSION
HACKS FOR…

1.
CREATE A SPLIT TEST
CALENDAR

Best Practices From 3,000+ Split Tests

2.
CREATE A
CONVERSION RATE
TRACKING SHEET

3.
USE CLICK-TRACKING TO
CAPTURE ALL YOUR
VISITORS’ CLICKS

Use Click Tracking To Discover Click Leakage
Watch your image links. This image accounted for
12% of all clicks but had no link.

4.
USE SURVEYS TO SEGMENT
YOUR PROSPECTS & SERVE
MORE RELEVANT CONTENT
& OFFERS

Use A Survey Funnel To Segment Your Prospects
and Serve Them Relevant Content & Offers

5.
TAILOR YOUR OFFERS TO
TRIGGER YOUR PROSPECTS’
HAPPY BRAIN CHEMICALS

Design Your Offers To Trigger Your Prospects’
“Happy Brain Chemicals”
DOPAMINE
Show them the goal (photo, end result, paint the picture of what
they desire) so they have the joy of finding what they seek.
Motivates you to get what you need.
ENDORPHINS
Use humor to trigger laughter which releases endorphins.
OXYTOCIN
Help them feel secure and part of a community, trust others and
find safety in companionship. (SWAG, causes, be part of a big over-
arching mission/movement, associations, membership.)
SEROTONIN
Motivates you to get respect. Help them gain status to feel socially
superior. (Badging/gamification, rewards, awards, extra privileges,
levels of membership/patronage (Nordstrom), black cards (Amex),
senior member status, etc.)

6.
FULL FUNNEL CONVERSION
TRACKING WITH
RETARGETING PIXELS &
LOOK-ALIKE AUDIENCES

Conversion Pixel: A Facebook provided code snippet on a
web page. User visits to the page trigger the pixel & is a
“conversion”.
Tracking: Once installed, the pixel will track how many times
an action occurs.
Facebook Conversion Pixel Tracking

Click Conversion Tracking In Ads Manager

Click Create Pixel & Choose A Category

To Track Fully Through A Funnel And To Be Able To Read Your Reports,
You’ll Need To Make Each Pixel In The Funnel A Different Category.

Now Your Reports Will Show You Leads Acquired &
Sales Within Your Funnel.

7.
FACEBOOK CONVERSION
PIXEL FOR DYNAMIC LOOK
ALIKE AUDIENCE
OPTIMIZATION

Facebook Conversion Pixel Optimization

CONVERSION HACKS
TO IMPROVE
TARGETING

8.
FIND QUICK
TARGETING WINS WITH
INBOUND/OUTBOUND
TRAFFIC DATA

Do Site Targeting For
Inbound/Outbound Traffic Sources

Outbound Traffic Sources

Inbound Traffic Sources

9.
RUN TOWER DATA TO
DETERMINE YOUR BUYER
DEMOGRAPHICS THEN USE
THAT FOR TARGETING

Use Your Best Customers
To Determine Ideal Buyers

10.
USE AD ESPRESSO &
FACEBOOK TARGETING
OPTIONS TO INCREASE
CLICK-THROUGH &
CONVERSION RATES

AdEspresso For Facebook Ad Split-Tests

1. Countries
2. Precise Interests
3. Images
4. User OS
5. Age Range
6. Genders
7. Broad Categories
8. Titles
9. Cities
10.User Device
11.Body Copy
12.Sexual Preference
13.Relationship Status
14.Regions
15.Education
16.Language
Highest Impact Facebook Split-Tests From AdEspresso
In Order Of Impactfulness

313% Higher Conversion Rate From
Interest Targeting Split Test

11.
RUN SOCIAL ADS TO B2B
CUSTOMERS ON FACEBOOK,
NOT JUST LINKEDIN

12.
USE COMPETITIVE
INTELLIGENCE TOOLS TO
DETERMINE WHAT ADS ARE
ALREADY WORKING

Use iSpionage To See What Ads Perform Best

Use iSpionage To See Which Desktop
Ads Perform Best

Use iSpionage To See Which Mobile
Ads Perform Best

Use BoxOfAds To See Which
PPV Or Display Ads Perform Best

Use AdBeat To See What Ads Perform Best

Use AdBeat To Research 22 Countries

Use AdClarity To See What Ads Perform Best

Integrate Results Into Your Offer Sheet

Create Data-Driven Offer, Copy & Creative

Search For Physical Product Tripwires

13.
FACEBOOK CINEMAGRAPH
VIDEO ADS

Using FB Video Ads To Look Like Cinemagraphs

https://www.youtube.com/watch?v=nVHbrcgEpho

http://survivallife.com/cb/es/2/tw/?hop=survivel17

$0.01 CPV with a 24% CTR

14.
FACEBOOK ADS TO
DEEP-LINKED AMAZON APP
FOR MOBILE E-COM SALES

Dramatically increase mobile conversions by deep linking to your
product in Amazon’s Mobile App (100 Million Installed)
Game Changer Tip From
My Visit To Facebook HQ

15.
INCREASE YOUTUBE
CONVERSIONS BY 30% WITH
SEGMENTATION

Unsegmented YouTube Annotation Referrals

Segmented YouTube Annotation Referrals

Segmented YouTube Annotation Referrals
30% Increase In Conversions

16.
USE COMPETITIVE
INTELLIGENCE TOOLS TO
SEE WHICH LANDING PAGES
ARE ALREADY WORKING
BEST

Use AdBeat To Determine What Landing Pages
Are Already Converting Best

Use AdBeat To See Competitors’
Split Test Results

Use AdBeat To Determine Which Publishers
Are Converting Best

Use WhatRunsWhere To Determine Which
Creative Is Converting Best

17.
USE INSTAPAGE TO
CAPTURE BEST
PERFORMING LANDING
PAGES TO BUILD YOUR OWN

Use The Pro Plan, Enter URL & Boom…

18.
USE CROSS BROWSER
TESTING TO ENSURE YOUR
CREATIVE IS DISPLAYING
PROPERLY ON ALL DEVICES

Use Cross-Browser Testing To Ensure
Your Landing Pages Display Properly

19.
USE 1ST & 2ND PERSON
PRONOUNS IN AD & BUTTON
COPY

Using I, My, Me, You, Your in copy increased
conversions by 90%

Using I, My, Me, You, Your in copy increased
conversions by 15.2%

20.
USE WE-WE MONITOR TO
AVOID TALKING TOO MUCH
ABOUT YOURSELF

21.
ELIMINATE ROTATING HERO
SHOT BANNERS FROM YOUR
LANDING PAGES

Eliminating hero shot slider increased clicks by 99%.

22.
RESULTS FROM 576
SPLIT-TESTS ON ONE
PRODUCT LAUNCH
LANDING PAGE

576 Different Split-Tests
Tested: Background color, static image vs. rotating
image, opt-in box text, button (color, text, placement),
placeholder text, etc.

576 Different Split-Tests
The only test that provided an improvement with a
statistical significance was the navigation text
(winner is top banner) which told a story.

23.
ADD A
TRANSITION VIDEO TO TOP
OF UPSELL PAGES
TO INCREASE UPSELL
CONVERSIONS

Adding a transition video to the top of each page in the upsell path
increased conversions by 53.3% On OTO1 & 298% On OTO2
WITHOUT TV WITH TV

24.
USE EXIT POPS ON ALL
PAGES WHERE THEY ARE
PERMITTED

Adding an exit pop increased opt-in leads by 35%.

25.
USE PERSONALIZED EXIT
POPS ON ALL PAGES WHERE
NO PROHIBITIONS EXIST

Targeted personalized pops increased conversion to
purchase by an additional 18.65%.

26.
USE SMART RETARGETING
TO GET 81% MORE LEADS &
38% MORE SALES FROM
PAID TRAFFIC

Category Based Custom Audiences

Segment Content Retarget With Relevant Ad

Retargeting Ad Leads To Related Offer

Retarget Wherever They Fell Out Of The Funnel

81% More Leads + 38% More Sales…

27.
USE DYNAMIC
RETARGETING TO SERVE
INDIVIDUALIZED
OFFER POPS

UP TO 77% LOWER CPA * HIGHER CTR
1.3X TO 5X CONVERSIONS

28.
USE ON-SITE RETARGETING
FOR DYNAMIC CONTEXTUAL
OFFER POPS

OptiMonk For Onsite Retargeting

• 2,689 More Leads From Exiting Traffic
• Increased Sales By 30.22%
• Decreased bounce rate by 8.52%
• Increased time on site by 35%
Benefits Of On-Site Retargeting [Split-Test Results]

Campaign 1: Generic Offer To Return Visitors

Campaign 1: Generic Offer To New Visitors

Campaign 1: Generic Offer To New Visitors
17% More Conversions: 80.7% (1,802/2,231) vs. 68.9% (3,212/4,661)

Campaign 2: Segmented Offer
To Visitors Interested In Facebook

Facebook Offer Served To Visitors Interested In
Facebook Posts
55% More Conversions:
90.6% (427/471) vs. 58.4% (5,038/8,617)

29.
PERSONALIZED EMAIL
SUBJECT LINES USING
NON-NAME INFORMATION
FROM YOUR CRM

Emails Using Location Personalization In
Subject Line
• 34.5% higher open rate
• 46.3% higher conversion rate

30.
USE BUZZSUMO TO
INCREASE EMAIL OPEN &
CLICK-THROUGH RATES

Use Viralscape & BuzzSumo When Writing Emails

January
2015
April
2015

April 2015
Email Open
& CTR %s
January 2015
Email Open &
CTR %s

31.
3X TO 5X INCREASE IN
CONVERSIONS WITH
IN-MAIL SURVEY

3X To 5X Increase In Conversions
With In-Mail Survey

In-Mail Timers 134% Higher CTR
And 97% More Conversions

33.
USE COMPETITIVE
INTELLIGENCE TO
DETERMINE PROVEN
DIRECT MAIL CAMPAIGNS

Use Who’s Mailing What To See What Campaigns
Already Worked

34.
USE CREDIT CARD
UPDATERS TO RECAPTURE
CREDIT CARD DECLINES

35 - 44.
BONUS LEARNINGS FROM
3,000+ SPLIT TESTS

• Video start frame action blur
• Big RED video play button (Wistia defaults to grey)
• Auto-play front-end offer / Click-to-play upsells
• Animated GIF (no iPhone auto-play)
• Don’t delay buy buttons
• D/L videos in iPhone format & re-upload as main video (Wistia)
• CTA after 10 seconds + multiple additional (like infomercials)
• Follow up and exit pops go to Amazon
• Show product and hands not people in videos
• 30 second spot commercial style videos convert best
10 Best Practices From A TON Of Split Tests

STEP 4
FULL FUNNEL
MONETIZATION

NEWSLETTER ADS
CREATED AN EXTRA £86,400
PER MONTH OF INCOME

Integrate Steps 1-3 Into A Funnel

Black Hat Tactics With White Hat Results

Black Hat Tactics With White Hat Results

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