Ezra Firestone

They go to the product detail page.

From there, they move through the funnel.

But

I also use this in my information-based business where I'll do a pre-sell article about how I'm using Pinterest ads to make money.

And that pre-sell article will lead to a webinar opt-in.

And I use this in my software as a service business where I'll do an article about how this software is working so well.

And then it will lead to a long form sales page about the software itself.

So the same sort of funnel works no matter what product you're selling.

What was the lift in testing like mad people?

And what we found was that, you know, different people prefer to consume content in different formats.

Some people want to see a hero shot of the product.

Some people want to read a little blurb and some people want to watch a video.

And we used to think you have to put all of the products above the fold because no one will scroll.

And we looked at our heat maps and basically nobody knew where to click on this page.

I'd love to give you a copy of the heat map of before this page and after the page now.

because when we put these videos in the middle and we made the page much longer, what we found was that we had a 13% lift in conversion rate, but also all of the clicks concentrated on the video.

So people knew what to do on the page rather than before they didn't know where to click.

So it was more about, you know, what do we want people to do?

We want them to, you know, we want to get FaceTime with them.

We want to build some intimacy and the best way to do that we think is through video.