The document discusses common pitfalls for being too social online and provides recommendations to address them. It warns against intentionally driving users to competitive platforms and recommends making outreach a one-way interaction. It also advises fixing a weak About Us page by telling a company story, explaining its purpose, making what it does unique, and giving people a reason to contact it. Additionally, the document stresses the importance of A/B testing ideas rather than relying on assumptions, as 65% of ideas fail, but testing reveals the 35% that improve conversions. It provides an example of a successful test and emphasizes starting with Google Optimize before making changes.

1. Are you being TOO social?

12. Pitfall 1: Being Overly Social
Hi Erin!
I admit that I saw you looked at my profile. I see you work for Freebirds. It
would be a dream to work with you guys sometime in the future. We’ve
worked with Maggiano’s for over 7 years!
I’d love to send you a copy of my book. Or you can reject my invitation if you
don’t want me to bug you again, I’ll understand. :)
Best,
Brice

13. The solution to being too social
1. Don’t intentionally drive users TO
competitive waters
2. Make it a one-way valve
3. The one exception may be to drive to
SME’s LinkedIn Profile *IF* you have LI
Sales Navigator

14. BRICE MCBETH

15. What We Obsess
About
What We SHOULD
Obsess About

16. CONVERSION OPTIMIZATION
What an A/B Test Looks Like
Can you tell the winning variation?

18. BriceMcBeth.com/CoreShop99
Copy of Today’s Slides
Download The Tools / Worksheets
Download Book Salon Chairs Don’t Sell Themselves
Upcoming Event Links

19. Pitfall 2: Weak About Us Page
Does you About Us page prevent you
from selling more product?

20. WEBSITE OPTIMIZATION
Take the Family-Owned statement mentioned
sitewide and substantiate with a team page.
Users who viewed the Meet The Team page
purchased more often with higher value orders.
5X
Higher E-Commerce
Conversion Rate
151%
Higher Avg.
Order Value

22. Challenges
Client married to
design
Complex envelope
customization process
High abandonment at
start of customization
process
Expensive to rebuild
customization engine
with potential to
“misdiagnose” the
problem

23. Hypothesis
Adding phone number will
give user confidence that if
an issue arises during
customization process,
help/support is available
Results
+0Phone Calls
60%Increase in sales
400%Increase in engagement

27. Pitfall 2: Weak About Us Page
The solution to fixing your weak About
Us page
1. Tell your story
2. Explain WHY
3. Make what you do EXCLUSIVE to
you
4. Have a REASON for them to contact
you

28. Pitfall 3: Not Running A/B Split Tests
Are you designing by committee
or based on a hunch?

29. CONVERSION OPTIMIZATION
65% Of Great Ideas Fail
Experienced exponential growth
from embracing the process
Realized those great ideas weren’t
as great as they thought
Took pride in their failures, learned
what NOT to do, then stacked the
WIN’S!
Failed Tests
Successful
Tests

30. CONVERSION OPTIMIZATION
What an A/B Test Looks Like
Can you tell the winning variation?

31. Results
359%Increase in Primary CTA Clicks
$29kPotential Yearly Online
Reservation Value
0.72%Increase in Online Reservations
from the Dinner Menu Pages

32. Results
359%Increase in Primary CTA Clicks
$29kPotential Yearly Online
Reservation Value
0.72%Increase in Online Reservations
from the Dinner Menu Pages
INSURANCE

33. Hypothesis
Adding phone number will
give user confidence that if
an issue arises during
customization process,
help/support is available
Results
+0Phone Calls
60%Increase in sales
400%Increase in engagement

34. Hypothesis
Adding phone number will
give user confidence that if
an issue arises during
customization process,
help/support is available
Results
+0Phone Calls
60%Increase in sales
400%Increase in engagement
SUBSTANTIATION

37. +65%

38. +65%
+50-255%

39. +65%
+50-255%
+400%

40. +65%
+50-255%
+400%
+10,000%

41. Test It to Best It
1. What works for some doesn’t work
for everyone
2. 65% of ideas fail - testing is the only
way to know which 35% improves
sales conversions
3. Embrace losing tests as winning
insights
4. Cooler, sexier, cleaner, more white
space does NOT always work better
5. Get started with Google Optimize
and go from there
Pitfall 3: Not Running A/B Split Tests

42. BriceMcBeth.com/CoreShop99
Copy of Today’s Slides
Download The Tools / Worksheets
Download Book Salon Chairs Don’t Sell Themselves
Upcoming Event Links Free Quick
Assessment

43. Q&A