Janse Lazo

Testing a new product/service: $300 comprehensive SEO audit & demand generation action plan. What you’ll get: 1. Tailored Demand Generation Roadmap - A campaign guide specifically designed for your business. 2. Detailed SEO Audit Report - Covering technical, on-page, and off-page SEO best practices. 3. Opportunity Discovery - Identifying key growth areas for both short and long-term conversion-oriented objectives. 4. People-first Content Strategy & Opportunity Modeling - Planning and guidance for creating and optimizing content through clustering, intent matching, and UX. 5. Link Building & Digital PR Strategy - Includes outreach templates, prospect lists, and angles for acquisition and amplification. Best for: 1. Startups and small/medium-sized businesses looking for direction in developing internal processes for organic digital campaigns but don’t know where to start. Or perhaps, business owners who are still on the fence about investing in organic channels (ie: SEO, content marketing, digital PR). 2. Large organizations with in-house teams looking for fresh eyes to look for potential gaps and opps they might have overlooked. FAQs: 1. How is this audit different from your standard service included in full-scale SEO campaigns? Mainly the time spent on research, analysis, and documentation. This one will mostly be done in just a few sessions. While it is quicker, it maintains the same focus on identifying key areas of optimization that will have the most impact on the site’s business objectives (ie: driving more ideal customers to the site, leveraging assets for brand building and conversions). 2. Why charge $300, when you did this for free a while ago? Investing in the audit ensures skin in the game. Clients who pay for the service are more likely to implement the strategies, benefiting both parties - as I can also use the results as a reference for future case studies. Note: some providers charge between $2K - $8K for this type of auditing service. 3. Will the pricing change in the future? Yes. Testing this now to fine tune the overall audit process before officially launching the product’s landing page. And honestly, to get more documentation done where I can re-use specific sections/modules of the reports for future campaigns that might be dealing with the same issues. Plus, we also get to build a robust portfolio of successful case studies and testimonials along the process. 4. When can I get the reports? Within 15 days. 5. What support is available after I receive the audit report? You can email me or book a call to discuss any inquiries you may have regarding the audit’s findings. Please note that implementation support is not included in this service. Know someone interested in trying this out? Feel free to send a message or email me at [email protected].

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A pre-sell lander + a PDP with an upsell CTA is one of the easiest funnel strategies in ecom And it can PRINT $$$ Here's a breakdown of this exact strategy from Mindjournal

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If you promote other people's offers, these 5 affiliate marketing stats might interest ya: 1l The most popular payment model is Cost Per Action (CPA) with 99% of programs using this structure. Meaning? If affiliate marketing were a sport, CPA would be da undisputed heavyweight champion with a 99% win rate. Take that pay per click. 2) Amazon Associates recorded $1.28 billion in revenue through their affiliate program in Q1 2023. That's enough to buy everyone on Earth a cuppa coffee... if you don't mind sharing with 7 other folks. 3) In 2024, the global affiliate marketing sector is valued at USD 18.51 billion. That's like if every person in New York decided to splurge on a really fancy hat. 4) Over 80% of brands have affiliate programs to boost their digital marketing campaigns. The other 20% are prolly still tryna figure out how to turn on their computers. 5) Affiliates drive between 15% to 30% of online sales So next time you impulse buy at 2 AM, there's a good chance an affiliate marketer is doing a happy dance. Email is fun, MOHAMED: 80% CONSULTANT; 20% "bad ass" BRAND AMBASSADEUR

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"If your DTC business doesn’t work with Facebook ads, it likely won’t work at all." This was the start of a tweet from Sam Ross that floored me, why? Because I 10,000% agree with it. To borrow Sam's words, Facebook is the most proven TC growth channel: ➝ "I see lots of DTC owners and operators say you need to test a ton of different channels (Pinterest, Snapchat, referrals, etc) to see what works. I couldn’t disagree more." His reasoning: Facebook is a litmus test for your brand, and "diversification" is a cover-up for "distraction." Here's my take: Facebook is the proven place you can pour in as much creative as you want without burning your budget away on testing — we use cost controls and push as much "diversification" as we can through creatives. Dollar for dollar, it's the best investment of your resources because you're not going to waste them (with the right setup). Thoughts on diversification vs. locking in on Facebook/Meta?

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We decreased CPL by 53%, improved lead conversion by 55%, and increased ROAS by 92% YoY for Yardzen. …and it got featured on Meta’s showcase. Here’s how: We implemented a conversions API solution for leads going to their website. That’s because initially, they were focused on generating leads. However, a bunch of leads don’t mean anything without conversions. So we wanted to shift towards focusing on actual qualified leads. They were getting a bunch of users in the door… But it was clear from the data that these weren’t leads that had a chance at buying. So to improve on this quality per lead, the #1 focus was pushing all of their data back to Meta that it wasn’t aware of. That way every time a user would schedule an appointment with them, and convert… Meta could take that data (which it didn’t have access to) and send it back to the campaign. Once that occurs, it uses that data to get smarter, going out and finding more people like that user who just converted. So every conversion we drove for them on Meta was powering the algorithm to find the next user that would convert. All that in mind, we were able to decrease CPL YoY by 53%. But more interesting than that… Their lead conversion went up by 55%, and that directly led to a 92% increase in ROAS YoY. NOT a 92% increase in return on leads. Return on ad spend. On cold hard revenue. And that’s all because we were able to tie things back to actual business outcomes and leverage data for more than just lead gen.

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You need to see this if your product pages feel "stuck." ❌ After analyzing top DTC brands, I found 33 elements that actually drive conversions: 1. Upsell bundles below the main CTA to increase AOV 2. Use visuals and layout to make content engaging 3. Compare product to competitors' offerings 4. Show "fair pricing" vs traditional retailers 5. Include shipping & returns near CTA 6. Display product shots of models using the item 7. Design product pages like landing pages (visuals + selling points) 8. Communicate key info early 9. Show how the product fits into your customer's life 10. Indicate servings per container for consumables 11. Clearly state benefits with icons, not just bullet points 12. Dedicate a detailed section to ingredient information 13. Emphasize social proof near CTA (awards, reviews) 14. Showcase product customization with animation 15. Include lifestyle images of the product in use 16. Feature customer testimonial near product name 17. Offer complementary add-ons before CTA 18. Make features visually appealing 19. Create engaging experiential page design 20. Address usage doubts with video content 21. Write descriptive product descriptions 22. Give each feature its own detailed section + images 23. Distribute images throughout the page 24. Allow easy add-ons to increase AOV 25. Provide illustrations for common concerns 26. Include product texture videos 27. Use clickable size boxes vs dropdowns 28. Offer "fit tips" for sizing clarity 29. Show videos of products being made 30. Infusethe brand's unique personality 31. Avoid straight-dividing content lines 32. Use wavy lines to encourage scrolling 33. Highlight easy installation for complex products Save this. Implement it. Watch your conversions grow. 🚀 Follow me for more CRO knowledge.❌

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Tyler Pleiss mentioned in his newsletter yesterday: Don’t be over-reliant on the “signals” trend: Signals are all the rave right now. But don’t get inundated with trying to find and curate the right signals, especially for account selection. They’re best used as a supplemental strategy for further prioritization once your accounts have been selected. Now, I'd say that Tyler is right for the most part. #Intent and engagement data signals should be part of a supplemental strategy. But, ICP signals that correlate back to the cultural, operational and executional characteristics of your best customers, business problem profile signals and buyer-personality signals can help add more predictability to your account selection process. I discuss how these signals can provide you with more predictability at: https://lnkd.in/ewtpg2xS

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Here are some of the benchmarks you should aim for if you’re a DTC brand: - Conversion Rate: 2-5% - Bounce Rate: 45-55%     - Cart Abandonment Rate: 68-75%     - Average Order Value (AOV): $50-$200     - Customer Lifetime Value (CLV): 3-5x Average Order Value         These are just some of the more prominent ones. Would you like more? I have a doc with benchmarks/KPIs for e-commerce brands that we use as our north star when evaluating results. If so, comment “ benchmarks “ and I’ll send it to you for free.

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Just bought these 𝟑 𝐞𝐱𝐚𝐜𝐭-𝐦𝐚𝐭𝐜𝐡 𝐝𝐨𝐦𝐚𝐢𝐧𝐬 😍 look at those monthly volumes! 𝐓𝐡𝐢𝐬 𝐢𝐬 𝐰𝐡𝐚𝐭 𝐈 𝐠𝐨𝐧𝐧𝐚 𝐝𝐨 𝐰𝐢𝐭𝐡 𝐭𝐡𝐞𝐦: ***𝐃𝐞𝐭𝐚𝐢𝐥𝐬: - The top and bottom ones are suitable for promoting SaaS that solves the problem related to main keywords - The middle one is good for affiliate marketing (high RPM and commissions niche) ***𝐏𝐥𝐚𝐧𝐬: So this week, I'll be building a simple one-page site for the bottom one and next week I'll launch a 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐏𝐑 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧 with the goal of acquiring at least 𝟐𝟎-𝟑𝟎 𝐛𝐚𝐜𝐤𝐥𝐢𝐧𝐤𝐬 to the homepage Then I'll be doing the same for two others ***𝐌𝐨𝐧𝐞𝐭𝐢𝐳𝐚𝐭𝐢𝐨𝐧: As you know, I'm learning to code atm, spending 1 hour every single day At the time I'm confident with my coding skills, I should have consistent traffic from Google to promote my SaaS

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I’ve spent $3,891 on Linkedin ads and driven 9,155 clicks at an average CPC of $0.43. We’ve acquired 88 free RB2B users for $40.43 who (at 9% free-to-paid) are $444 CAC, and over $2.5k LTV (5.6x ROAS). Here’s the breakdown: BACKGROUND: I started working with Understory last month. Ever since Samantha McKenna told me she was: 1. Running LinkedIn Thought Leadership ads 2. Getting SUPER cheap clicks back to a landing page 3. Retargeting those cheap clicks with RB2B and booking demos I have been wildly intrigued. But I had ONE hesitation... Would these ads negatively impact my organic reach? There was only one way to find out. _______ THE PLAN: - $10k media budget month 1 - Mix of my posts, other peoples’ UGC - Mix of CTA (hard, soft, AND no CTA at all) - 4 Audiences: Sales, Marketers, Founders, LeadGen Agenices Understory went at it, and we had our first bi-weekly meeting last Monday. Here were the results as of July 11, 2024: - $3,891 media spend - 9,115 clicks - 11% CTR - $47.14 CPM - $0.43 CPC - 88 conversions - 40.43 cost per free user - 9% free-to-paid conversion rate - $444 CAC - $2,586 Baremetrics LTV (this will be higher as churn drifts down) - 5.6x ROAS Question: Am I overstating ROAS by counting view-through conversions? _______ Meanwhile, here are my organic impressions by week: 5/17   350,000 5/24   420,000 5/31   383,000 6/7     430,000 6/14    350,000 6/21   165,000      <<<<<   Linkedin TL ads started 6/26 6/28    238,000     7/5      175,000 7/12    275,000 Question: Would you be concerned about this drop? Did anyone else see a similar drop around this time? _______ INSIGHTS: 1. The SALES persona is $284/conversion. I’m not surprised, they can’t buy our tech, marketing does 2. The FOUNDER persona is the cheapest conversion - 22 at $33.33. I’m also not surprised, they are my real die-hard fans, and they move quickly 3. The Outbound Agency persona had the MOST conversions - 37 at $33.96. This audience has the best potential for UGC virality with us. 4. The posts about SALES drive the most conversions, but NOT from salespeople. _______ TAKEAWAY: I’m captivated by the concept of Thought Leadership ads. The fact that you can create a piece of content that you KNOW LinkedIn loves... Then put AD SPEND behind it… If you can create great organic content that your prospects love, NOBODY, no matter how big, can compete with your ability to generate awareness. This is the ultimate leveling force between the little guy and mammoth brands. And makes the ability to create great organic content the most powerful force in the world today. What would I do if I had zero followers and were just getting started? I’d start posting. Every day. Not for engagement, not for leads, not for deals. I’d post because the sooner you start, the sooner you’ll find your voice. And in 2024, finding your voice gives you the keys to the kingdom.

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Bundling is a great tip for increasing Avg. Order Value. In D2C, if your AOV is less than $50 you will struggle mightily to make paid ads work (unless what you sell is a consumable with lots of repeat purchases). Image credit: Ben Heath #ecommerce #woocommerce #shopify #conversionrateoptimization

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How Luis booked 15 calls and generated $5K in revenue with cold email: (and is about to close a $75K/month deal) Luis had been struggling to scale his lead generation agency. As a newcomer to cold email outreach, he faced several roadblocks: → Wasting time on ineffective “spray and pray” outreach → Overpaying for low-quality data from unreliable sources → Crafting messages that didn’t connect with prospects Despite trying broad targeting and guessing industry pain points, the results just weren’t there. That’s when Luis discovered ListKit, which completely revamped his approach to cold email: 1) Laser-focused targeting ↳ ListKit’s advanced filters helped Luis zero in on industries he was already familiar with, which made his outreach far more strategic 2) Triple-verified data ↳ No more wasted effort on bounced emails or outdated contacts as every lead was top quality 3) Expert guidance ↳ ListKit’s success team provided tips and feedback and helped Luis avoid common rookie mistakes But the real game-changer was Luis’s ability to apply his industry expertise and create hyper-relevant messages: → He used industry-specific language that demonstrated authority → Addressed the exact pain points his prospects were experiencing → Leveraged his in-depth knowledge to make his outreach stand out The results? → 15 sales calls booked within a month → $5,000 in revenue generated so far → On track to close a client worth $75,000/month Even in a crowded market, Luis’s approach is helping him compete with industry veterans and scale his business rapidly. In Luis’s own words: "I targeted an industry and niche that I've been working in for the last few years. I know the pains, I know how they work." Watch the full interview here: https://lnkd.in/eEw8xER4

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