SaaS Interviews with CEOs, Startups, Founders
Ep 372: How to Run A Small, Happy, Profitable Agency With James Turner
31 Jul 2016
Chapter 1: What is the main topic discussed in this episode?
This is The Top, where I interview entrepreneurs who are number one or number two in their industry in terms of revenue or customer base.
Chapter 2: What is conversion rate optimization and why is it important?
You'll learn how much revenue they're making, what their marketing funnel looks like, and how many customers they have. I'm now at $20,000 per talk. Five and six million. He is hell-bent on global domination.
Chapter 3: How can customer research improve conversion rates?
We just broke our 100,000 unit sold mark. And I'm your host, Nathan Latka. Okay, Top Tribe, this week's winner of the 100 bucks is Rick Siegmund.
Chapter 4: What was the revenue growth journey of Turner Creative?
Rick Siegmund. He is stuck brick and mortar business.
Chapter 5: How does James Turner manage client relationships and project pricing?
That is his focus.
Chapter 6: What challenges did James face when starting his new company, Snap?
So congratulations, Rick. If you guys want to win 100 bucks every Monday on the show, in order to enter, simply subscribe to the show on iTunes now and then text the word Nathan to 33444. Again, text the word Nathan to 33444.
top tribe you know i don't have a lot of time to waste that's why i use fresh books to send out invoices and make sure i'm collecting my money to get your free month go to nathanlatka.com forward slash fresh books and enter the top in the how did you hear about us section this is episode 372 coming up tomorrow morning you'll learn from lily cameron she does a million dollars plus annually on her green contracting company and she's a tech executive at rackspace
Top Tribe, good morning. Today, our guest is James Turner, and he's a conversion copywriter and CRO consultant. James, are you ready to take us to the top? I sure am, Nathan. Okay, tell us what CRO means for people that have no idea what I just said.
Chapter 7: How can businesses effectively use customer feedback for growth?
Conversion rate optimization. Very good, conversion rate optimization. So the question we always love getting things kicked off with, help us understand kind of what you're selling specifically and how you make money. Okay, well, I basically sell conversion optimized voice of customer informed copy for the web or mobile. Wow.
So tell us the story of the last person or the last company that you can talk about that paid you. Well, I worked for Conversion Sciences. I did a quick job with them a couple weeks ago out of Austin. And they had a client who was working with them to optimize their website. Automatic.
Chapter 8: What advice does James have for aspiring entrepreneurs?
A car app. plugs into your car and we made a treatment for them to test. So sort of try and beat the control on a homepage. So you gotta be more specific there just because the audience will assume that they don't kind of understand what controls mean and things like that. So Automatic has a control on their homepage. What does that mean?
What's their goal on the homepage that you were trying to beat? Okay, so we were trying to get more signups basically for like a free trial. And so they had an existing homepage that was converting. I don't know the numbers on that, but it was converting at an okay rate and they wanted to... What's an okay rate? I think it was...
2% of people who went on the page ended up clicking through their email list. This is unique website views on free traffic that just hit the website, 2% clicked? I can't speak to that, I'm afraid. Okay. James, let me rephrase this. Here's why I ask these questions. I have to make it real for the audience, right? So talk in generalities.
If someone's listening right now going, is 2% good or bad for my business? Should they be measuring that based off unique website traffic to their homepage? And is that button clicking them through to a free trial? Give us more perspective there. Okay. 2% is fine. I think it's probably around the average. I don't think that that's upsetting. 10% would be great.
And that's directly into a free trial or what? To join a... This is the problem with subcontracting. I don't remember. You study this for a living. So ignore, ignore a client that you worked with, you know, what is, what is good and bad just based off everything you've studied. So it's my job to pull that out of your head. So talk, talk in a general form based off just all the data you have. Um,
I'm off in the depths. I want to get off this topic. So James, let's move away from numbers for a second because sometimes people get caught up in those. Let's talk more about just the actual writing of the words on a page. Where do most people get caught up on some of these words and how do you work with clients to help them get focused on words that convert?
I think the biggest problem is that people have a really hard time putting themselves in the heads of their customers. Typically, you've spent hours and hours of your life building up a product, building up a company, and you're just too close to it to see what it looks like from the outside.
And so what is the, when you work with a client that is just, they don't have empathy with their customer base, how do you get them to go back and be a fly on the wall and kind of look and go back to an observer, like kind of an observer state? Well, I find that the best way is through voice of customer research.
So like really digging into the words that your customers are using, like forcing people to re-look at testimonials if they've got testimonials or especially I find negative and critical comments that have been made if they're on a review site or if they're on even just like emails that are sent to the company. You kind of get a sense of the pains that people are feeling and sometimes, you know,
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