S5E84
· 43:55
Hey. It's Matt from Money Lab. Welcome to the show. I'm in the brewery today. It's very windy, so you might hear some wind in the background.
Matt Giovanisci:Just pacing around. I wanted to discuss, some interesting stuff, I guess. I don't know. So I've been discussing this idea of having our, you know, our our lead magnet used to be a cheat sheet, and now there's a new lead magnet that I introduced, which is a custom pool care plan where people answer 3 questions, enter their email address, and then it creates a link. It emails them, and it sends them to a page where they get a customized plan on how to take care of their pool.
Matt Giovanisci:Now I've created an MVP version of this using various pieces of software, including, Typeform, which is where the questions and people enter their email address. It uses a Zap that zaps them into Klaviyo, and then Klaviyo, the email marketing platform, creates the link, the button, where they can click, and it creates their plan for them. And then that plan is just in WordPress that I've custom coded myself. Now right now, nothing's actually custom. It's just a generic plan.
Matt Giovanisci:It has some customized visuals, but the plan itself right now is not customized because I wanted to see if this was worth building out and improving. So the reason I decided to do it to well, the reason I came up with this idea, and this is all for context leading to the results of my experiments, the reason that I came up with this idea was I need I wanted a lead generation I wanted some lead generation on our home page. Our home page did not capture any leads at all. It was mainly just a welcome mat to say here. Go here.
Matt Giovanisci:Go there. And it was just like a gateway into our website. And I wanted to offer a lead magnet that wasn't a cheat sheet and to see if, to me, I thought this might do better than a cheat sheet, and it has a lot of upsides. So one of the upsides being it can constantly be improved where a PDF is sort of static. Now it can be improved, but, like, how much are you gonna really improve one page?
Matt Giovanisci:It's not replicable because it were it would require our competitors to, like, custom code their own stuff. And it's, like, a really big thing, whereas just something that I can do by myself. I don't need to hire developers to do. I have that skill. So it it it utilizes my skill set a little bit better.
Matt Giovanisci:Right now, we've been doing the cheat sheet for a very long time, and as our lead magnet, and all of our competitors have now copied us. Every competitor in our space, which there's not many, but they all have their own version of a cheat sheet or a checklist because they see us doing it and then they do it. Or they learn the same things that I learned. So you could come to it either way. Not to say that they're copying ours our actual thing, but it's probably likely.
Matt Giovanisci:So because they're copying it, now everyone has the same thing, and we are not unique anymore. Whereas a custom plan is unique to us. We're the only ones doing it. Now it's very possible that somebody else could also do it, but it's much harder to do than a PDF. So there's that upside.
Matt Giovanisci:We also found out that, pool stores and pool companies were printing our cheat sheet and handing it out to customers for free, which obviously is, like, not good for us. It's not good for them. I mean, I guess it's good for the business. It's It's not good for us because they're like, yeah. Get your name out there.
Matt Giovanisci:I'm like, we don't need our name out there. Thank you, but we don't we don't need that. We've been around for, you know, 20 plus years. We don't, you know, we don't need our logo on a fucking piece of paper. You're you're just printing it out in your printer.
Matt Giovanisci:Like, no. Thank you. So, anyway, those are the upsides. So I put it on the home page, and I decided to run a split test. And all that was split testing was the headline.
Matt Giovanisci:So the headline was simply like, save 100, save 100 on pool care with a free custom plan. And the button says, get your free plan or get your free custom plan. And then that that kicks them over into type form, and they go through the process. I just came up with another variation of that headline where instead of the word 100, I actually used a dollar sign 100 and a lowercase s. So I said, save 100 this season with a free custom pool care plan.
Matt Giovanisci:So I just switched around the words, and I've been running a test for about 2 days. And we've gotten a 100 conversions, and the second variation, the one with the dollar sign is winning. Okay. Great. What is the conversion rate?
Matt Giovanisci:The conversion rate oh, god. Actually, you know what? I don't hold on. I'm actually gonna pull this up in real time because I thought I knew it, and I don't know it. So this is the home page.
Matt Giovanisci:Alright? And I'm using a software called Crazy Egg, which, I'll be honest, very underrated. Very underrated. It does a lot of things at a really good price. AB testing is one of them.
Matt Giovanisci:Okay. So the home page headline, that's view results. This has been running for 2 days. Yeah. Wow.
Matt Giovanisci:I've, yeah, I've had, like, a 120 conversions. The conversion rate on the variant is 12.76%. 12.76%. That's I have trouble believing that number. I think Okay.
Matt Giovanisci:But that to me, that's insane. That's insane. In fact, that's insane. Okay. So gonna go so, all right, that was the first thing.
Matt Giovanisci:So the results, again, 2 days. I'm gonna wait till they till one of them gets to a 100 conversions. But the conversion rate is 12.76, so almost 13%. The other control is 11.3. It's got a 12.9% improvement.
Matt Giovanisci:So, so far, that's good. Now, here's what I did that has been surprising so far. Alright? I decided to take our most popular page on our website that gets the most traffic and has the highest conversion rate for our cheat sheet. And I decided to switch out the cheat sheet lead magnet for this pool care plan lead magnet.
Matt Giovanisci:And the crazy thing is is that the the lead magnet, the sorry, the cheat sheet at the very top of our and I only changed at the very top of the page. It had a graphic which showed the cheat sheet. Right? And it actually showed kind of a few sheets underneath it. So it felt like you were getting a package of sheets.
Matt Giovanisci:And the headline said, save time and money with our free pool care cheat sheet. Then I had a description that said, keep your pool clean and balanced every week. You won't have to worry about your pool anymore. This simple cheat sheet is all you need and it's free. And then there's a button that says download now.
Matt Giovanisci:Okay? So I threw that up and this has been running for 3 days. I threw that up against the pool care plan, this this single button thing. I removed the image, so there is no image. I centered the text, and I only have a headline.
Matt Giovanisci:There is no sub headline. So it makes the above the fold area it takes advantage of that real estate. So it's much it's a lower profile, which is good for mobile. So that way, you know, because sometimes if you're on mobile, I had to make the cheat sheet really low profile, and I don't think it sold the cheat sheet very well, but this it it this sells it all in one headline. And I didn't change the headline to what the homepage is.
Matt Giovanisci:I just wrote, save time and money with a free custom pool care plan. And then the button says get my free plan. That's it. And that's all centered, no matter if you're on mobile or desktop. I honestly did not expect that to win because I thought the cheat sheet had more to offer.
Matt Giovanisci:There was more text. There was a image. It's, you know and I kept this I kept roughly the same headline, so I didn't change the headline. The the the one for the cheat sheet also said save time and money with our free pool care cheat sheet. The other one says save time and money with our free with our free pool care plan.
Matt Giovanisci:So same same style of headline, but so far, the plan is converting better. Similar conversion rates here. We have a a roughly a 12% conversion rate on the control and a 13 and a half conversion rate on the new plan, which is about a 13 and a half percent improvement. Now that's been running for, it looks like 3 days. Conversions are the same.
Matt Giovanisci:So we have the same number of conversions, but we have, more visitors on the control and less visitors on the variant. So so far, the conversion rate is higher, but I that's gonna need time. But even though it needs time and and perhaps the cheat sheet pulls out ahead later, right, it's not gonna pull out by all that much. Like, it's just not. And the thing is is that the cheat sheet, we're not gonna get rid of it as a lead magnet, but it it's starting to feel like the plan is a better lead magnet, which is what I was hoping for.
Matt Giovanisci:Another, interesting number that I've that I've noticed is I looked at the typeform completion rate. So this is people who, like, you know, they they start answering the questions and then they just bail for whatever reason. The completion rate is 80%, which to me feels high. That feels high. But, again, you know what you're getting into.
Matt Giovanisci:I kinda feel like that and and the the the the 20% of people who are dropping off are probably like, I don't wanna enter my email address. But think about all the people who are probably clicking download now for the cheat sheet and a pop up comes up that says enter your email address. And it's like, woah. Alright. I wasn't expecting that.
Matt Giovanisci:And so I bet it's much easier to say no to that than it is when you start going down a psychological triple tripwire, where the first thing when you click get my plan, it's like, hey. We got a question for you. And you're like, oh, I have an inground pool. It's like, alright. Here's another question.
Matt Giovanisci:Oh, I have a DE filter. Oh, here's another question. Yeah. I use chlorine. Oh, you want an email address?
Matt Giovanisci:Well, fuck. I've already gotten this far, so I might as well. Right? I want I want this. So I think psychologically, the plan and having the, like, the the hoops for people to jump through, as easy as they are, actually helps the conversion rate.
Matt Giovanisci:So I'm very excited to buy this because I think that this is going to really help our business this year because I was really worried about traffic being down this year, and I, you know, was like, I need you know, it's like I we're doing so we're doing all the other things. You know? We're on YouTube. We're on social media, all that stuff. But what we're doing, I think, rather poorly is getting people from our videos and from our social channels to convert into email subscribers.
Matt Giovanisci:And I think the cheat sheet has been a really good lead magnet for a very long time, but this is slightly more compelling, and it's easier to promote. So Steph and I were talking about this, and I'm and and, you know, I was like, let me just do this to a b test because, yeah, maybe I'm way off. Maybe the plan idea, the plan lead magnet, the custom plan lead magnet doesn't convert at all. Maybe it just fucking sucks. Right?
Matt Giovanisci:And so it's like, well, not gonna waste my time if it sucks. This is telling me, and it's only been a few days, but it's not it doesn't suck. In fact, it might actually be better. Even if it's not better and it's the same, I'm happy with those results because I'm gonna switch to it. And there's a few things why I think that this is going to help us in more ways than 1.
Matt Giovanisci:So the. And I've talked about this on other episodes, but this has given me even more confidence to start making the switch this probably this week or at least before May 1st, which is when I'm recording this on April I wanna say it's 22nd. So I have time to let these tests go a little bit longer, get some more conversion data, and then go, okay. You know what? I'm I'm there's enough data here that I feel that I can I feel comfortable, you know, pulling the trigger on this new lead magnet across our website?
Matt Giovanisci:And the thing is is that I'm nervous because it's like, well, I don't wanna lose leads. I don't want the leads to to drop off because I made a hasty decision. Right? So I'm making a slow deliberate decision and going, okay, plus MVP, all that shit, really good to go. Now Steph and I were talking about this.
Matt Giovanisci:How does this we think it's gonna lead to even more benefits that are sight unseen. So first benefit is that now we used to have different cheat sheets and different landing pages. So when you, you know, like, what if you were watching a video about hot tub care, right, we would say, go visit our website and download your free hot tub care cheat sheet by going to swimuniversity.com/bawsheet. That was the that was the hook, right, Or that was the pitch. Now that's a weird URL to type in, spa sheet.
Matt Giovanisci:And, plus, we're saying hot tub cheat sheet, and we're saying spa sheet because we thought hot tub would be too long. And, again, having the slash is like, meh, I'm not gonna do that. You know, maybe some people click the link in the description, whatever, you know, that's fine. But now what we're doing is we're saying, okay. Like, for the pool care cheat sheet, we would say, go to swimuniversity.com/cheat sheet.
Matt Giovanisci:And then for the saltwatercheat sheet, we did swimuniversity.com/saltwater. And I had so that was that's the pitches we were doing. We had to alternate, you know, what those pitches were. But now that we are only producing pool content on all social media and YouTube, right, we're still doing it on we're still doing hot tub content on articles and in email, but, you know, we're kind of, like, shifting to pools almost a 100%. So now the pitch is really just the cheat sheet.
Matt Giovanisci:Right? So, technically, we could put the cheat sheet on the home page, and then we don't have to have a or a, you know, a subfolder. It can just be go to swim university dot com. And then, you know, down the cheat sheet, just go to swimuniversity.com. The cheat sheet would be on the home page.
Matt Giovanisci:But the cheat sheet on the home page is a little weird, I think. So having the plan feels a little bit better, and the message feels a little bit more compelling to say in social media. Also, we have a short domain. We have swimu.com. I have that I've had that domain name since 2004, and I use Bitly to control it.
Matt Giovanisci:But if you just go to swimu.com, it takes you to swimuniversity.com. It's pretty much it. So now we have a 5 letter domain that is related to our, website name or brand name, and it is a lead capture form. I think that if we start I think we're gonna start collecting more leads through social media and YouTube. If we direct people to the home page and we tell them to get their free pool care plan instead of a cheat sheet.
Matt Giovanisci:I think that's gonna happen. And that's gonna be very hard to measure because we're not tracking anything, because we're not, they're not, you know, custom domains. We're just telling people to go to the home page, which I think in all of our bios for all our social media accounts, it's it's been our home page. And the you know, people put link trees and shit like that. I'm like, why are you giving people all these choices?
Matt Giovanisci:It's too many choices. Now we're starting to optimize our profiles to be like, we are a fucking pool care company. We teach you pool care. Go get your free pool care plan. Go to swim university or swimu.com.
Matt Giovanisci:So our link in bio now is always a lead capture mechanism, and it wasn't before. So I think over the summer, we are gonna see more leads come from social media, but they will be hard to track. We could put, you know, we could put UTN tracking codes on the URLs, but I think it looks ugly and, I think it scares people away, so I'm just gonna keep it. I don't really care. It's kind of a, like, a mass branding play, because the more people we can drive to our home page, the more I know that we can get subscribers.
Matt Giovanisci:2nd benefit. I don't know if this is true yet. I don't have enough data to prove it. Steph believes that Steph believes one thing, and I am skeptical, but I am interested, and I would be I would really hope that this is the case. But she believes that more people will buy the OTO because the free thing that we're giving them is so much better, and they are much more invested as a subscriber because they've gone through 4 questions.
Matt Giovanisci:And they think, because they are, getting a a custom plan. Now when they hit after they enter the custom plan, or, you know, after they enter the form, essentially, it takes them to an OTO, which is a, you know, a one time offer, 50% offer course, but it's limited time. Now in their email is the button for the custom plan. There's also links to our courses in there, but they have a 24 hour deadline to get that course. Her hypothesis is that because people are more time invested with going through the the miniature form and the the if the custom plan is kick ass, that they're more likely to buy.
Matt Giovanisci:And I thought, well, I that would be fucking awesome. That would be great. Right? So we're kinda banking on that. And I'm and I don't have proof that that's true or not, but I'm like, okay.
Matt Giovanisci:I buy it. But I do have to check if, like I guess I don't have these numbers, and I'm trying to think if I could figure it out. Can I figure it out? Yeah. So I could pull data from Klaviyo in the next week or so.
Matt Giovanisci:I could say, okay. Give me, you know, all the subscribers that came between these these two time frames who are who who submitted for the pool care cheat sheet form. K? Give me that. Let's export that into a spreadsheet, And I wanna see sales data in that.
Matt Giovanisci:And then and then do the same thing for people who came through the type form, right, which is the pool care plan. And and look at those side by side and see which now there's gonna be a lot more people in the cheat sheet, so we're just looking at conversions. We're gonna see how many people bought the OTO, you know, on both sides, and and my hope is that the pool care plan people have a higher conversion rate. We will see, though. It's good.
Matt Giovanisci:That's the other thing is, like, I have to kinda know that it's at least the same because that's another decision. Like, yes, we might be getting more subscribers, but those subscribers, for one reason or another, just don't convert the same way as the cheat sheet people do. I am hard pressed to believe that that number is going to be that different because, you know, what's the what's the difference? You know, you, like, assuming you're just a person, the only difference is that on the pool care plan, you answered 3 more questions than the cheat sheet one. So I don't see how that would be that different.
Matt Giovanisci:But perhaps, psychologically, they think they're getting a custom plan. Why would I need a course? I'm getting a custom plan. Versus I'm just getting a cheat sheet, a small little sheet. I actually do need a course.
Matt Giovanisci:I don't know the answer to that. So that's perhaps another benefit. The third benefit that, again, haven't even, like, haven't even fucking tried or considered yet, not even in place yet, by the way. Okay? On the the act so we can continually improve the custom pool care plan results, the the actual plan.
Matt Giovanisci:Because it's ever because it's like it's, 1, it's evergreen, so people could always go back to that link. Alright? They're saving our our they're saving that link or they're saving their you know, they can sit they can bookmark it. They could save the email with the link. Who knows?
Matt Giovanisci:But there's so many things on this page that we can implement to improve sales that we can't do really that well on a cheat sheet page? Hear me out. So the way the current cheat sheet is delivered is a person gets an email with a button that says, here's the link to go download your cheat sheet. Okay? When they click that link, they are taken to a page.
Matt Giovanisci:That page is called, like, the pool cheat sheet download center or something like that. It basically has a button that says download the cheat sheet again. So they've clicked now 2 buttons to get their cheat sheet. And technically, when they click that button, it takes them to a Google Drive where it has multiple sheets that they have to click again to pull up, and they have to click a 4th time to print it or download it. Okay?
Matt Giovanisci:Lots of steps. Now the pool care download page where that original download button was has links to our courses. It could have more things there. Right? But, ultimately, the only thing that they want on that page is to download the cheat sheet, was what they came for.
Matt Giovanisci:Okay? Again, very static, very off. Like like, you know, they're they're they're leaving our website and going to a Google Drive. It's, like, kinda weird. Doesn't really make sense.
Matt Giovanisci:Whatever. Could that be improved? Yes. But, ultimately, what they're trying to do is they're trying to download something and put it on a device. These are older people, and as time goes on, the people will become more Internet savvy, our custom or, you know, our visitors will become more Internet savvy.
Matt Giovanisci:But for now, we are still dealing with a population that doesn't know how to use the cheat sheet because it's a PDF. Okay. So you put the PDF on your phone. How do you bring it back up when you need it? Can you make a like, there's and everyone has a different phone or, like, I'm trying to print this and my print you know, it's not printing.
Matt Giovanisci:I'm like, well, I'm not a fucking printer genius. Like, I don't know how you print at your house. You know what I mean? So that's not gonna work. K?
Matt Giovanisci:Now con so, like, there are a lot of problems there. You know? It's like, yes. They're getting a deliverable. It's free.
Matt Giovanisci:What have you. But it is clunky. Now with the plan, okay, they get an email, and they have to click one button, and immediately they have their plan. Now, it's not printable yet. Okay?
Matt Giovanisci:They can't print this plan. I'm would love to be able to figure that out one day, but that's if you just you could just print it on your computer. You just print, you know, print the web page. It it'll work. It's not the nicest looking thing, but it works.
Matt Giovanisci:K? So this page, they're living on because it has a lot of information. It's going to have videos that pop up and give you explanations. It's going to have custom to do's based on the information that you provided us. Right?
Matt Giovanisci:It has some of that now, but it's just gonna get more and more specific. Okay? And it's just gonna be loaded with more and more information. One of those pieces of information is because it's a custom web page, because we know things about you, we can make that page do whatever we wanted to do. One of the things that we wanted to do is build a custom recommendation list of products to buy.
Matt Giovanisci:And the way that we can do this is using Lasso, which is the, you know, the software I help build for affiliate marketing, and we can create custom groups of products depending on what they add. So we can create a cluster of recommended affiliate links based on their specific pool. I think that's gonna lead to a a better affiliate more affiliate revenue. Am I banking on it? Hell no.
Matt Giovanisci:But it would have been fucking awesome if I could have created an email that was like, hey. We know about your pool. Like, here are my recommended products. But we can't do that because Amazon forbids us to put those links into emails. However, they now live on a web page, and they're always updated, and they can change.
Matt Giovanisci:And if people revisit that page because it's custom to them, it's a it's a much better sales pitch to be like, here are the products that we recommend for you. It's custom. I think it's gonna lead to more affiliate sales, just in general. Okay? And we can also start to recommend our own products on that page.
Matt Giovanisci:Now the OTO, right, the the the the the course offer that they get, let's say they don't buy it. Fine. Okay? They they let that lapse. 24 hours goes by.
Matt Giovanisci:They don't get that 50% off deal anymore. Fine. But they land on this custom page, and they're like, holy shit. This was way better than I thought. This is amazing.
Matt Giovanisci:This is fucking great. Holy shit. And now we could be like, look. You can buy our course. It's here.
Matt Giovanisci:We could promote it as a pop up. We now know that you did or did not buy it, so we could follow-up with an email in, I don't know, 3 to 5 days to be like, hey. We noticed you didn't buy the course, a 50% off. We wanted to give you another opportunity to do that. Because, you know, now you saw you know, like, we can we can make it say, like, okay.
Matt Giovanisci:We know that they saw the pool care plan because when they click that button, we added a, you know, a tag to their profile that says, okay. They saw this. We also know that they didn't buy the course. There's a lot more customizable things that we can do. And what's great about this from just from my perspective is once we unify everything on the website to drive people to this one plan, everything becomes about improving that pipeline as best as possible, which will lead to more subscribers and will lead to more sales.
Matt Giovanisci:Because we have products that are even, like, coming down the pipeline where, okay. Yeah. The OTO sells or it doesn't sell, but guess what? There are other things. And now we now have the data, because we're not getting that data with the cheat sheet, by the way.
Matt Giovanisci:We don't know if they have an in ground or above ground pool. We don't we don't know this information. But if everyone who comes through now is forced to give us that information before even becoming a subscriber, now every single person is super customizable through email and we can get a lot fancier with sales there. And I think here's the the the real interesting part of all of it, is that I get excited about this because I'm like, oh, I now know what my true purpose is this year. My because this is such a specific thing, it is so within my wheelhouse.
Matt Giovanisci:We are going to create content, and we are just gonna drive people through this funnel. And my job as the website designer, coder, developer, you know, CRO guy, you know, again, I'm creating articles and stuff, but, like, I'm creating emails, but, like, my job is to just improve that. And that's exciting because that's super fun for me to do, and it's it just capitalizes on all our content, and it just gets really fucking specific, and I love it. And it means getting really customized on our website, making that making the website just fucking sing, which it already does, but it could just be better. One of the things that I'm really excited to do is once I've decided to switch over everything to this plan as a as a lead capture mechanism, This is something that I think I could technically do right now, but it would make it much easier if it was just one headline.
Matt Giovanisci:I can't wait to test, I guess. I could test this, the conversion rate on specific pages where I can change dynamically the headline for the plan. For example, and I could do this right now as an AB test. I could take another popular article on our website, right, which which is maybe like, let me just find out that another popular article is about pool algae. Probably is.
Matt Giovanisci:K? The thing is is that with pool algae, people are not looking for a cheat sheet at that moment. They're looking to solve a very specific problem, which is I have my pools green. I don't you know, like, I'll download the cheat sheet later. Meanwhile, I'm trying to get this I'm trying to learn this thing.
Matt Giovanisci:Okay? So what if, right now, on that page, I take the cheat sheet, you know, as is, and I just change the text to match what they're reading about. So instead of save time and money, you know, save time and money with our by downloading our free pool care cheat sheet. It's get rid of algae fast by downloading our cheat sheet. I think that's gonna convert better just because it's more relevant, but it's kind of untrue.
Matt Giovanisci:Cheat sheet in no way is helping you get rid of algae at all. K? However, the pool care plan can, and the reason it can is because, 1, I could technically create another form, or pass that through the form that lets me know that they are currently experiencing algae problems. So I could technically design a custom page that includes their plan, but also includes algae tips. Or instead of going through all that trouble, just include that on the somewhere on the, you know, algae or somewhere on the custom plan page for everybody.
Matt Giovanisci:K? So now every single article will have a custom headline for the for the for the for the custom plan, because I can programmatically do that with the way that I've categorized the website. To me, if I implement that, it's gonna take some time because I have to write every single one of those headlines. Not gonna be that difficult, but, you know, it's gonna take some time. Right?
Matt Giovanisci:I could do it with a handful of pages, but if I can increase the overall conversion rate on our website from traffic, you know, because right now we're converting, and I've been at this number for many years, 33%. It's about 3%. K? That means 3% of our visitors. Right, just organic, you know, Google visitors or I guess now, you know, YouTube visitors account as that and social media visitors account, Any visitors to our website, they 3% of those people convert to email subscribers.
Matt Giovanisci:Okay? And 3% of those email subscribers convert to customers. Okay? Those numbers are not terrible, But what if without getting any more traffic, I can raise that by 2%. So I can go from a 3 to a 5%.
Matt Giovanisci:That's a huge number. That's a huge number. Now, when you the numbers that I shared earlier in this episode, they're not 3 to 5%. They're upwards of 10% because that particular article, it's highly relevant. That article is just about general pool care maintenance for beginners, specifically.
Matt Giovanisci:And so the cheat sheet is it's perfectly aligned with that. So we've had a 10% conversion rate on that page forever. Now I just improved it, hopefully, if the if the numbers stay the same, by by 2%, by switching it, okay, just on that one page. Now imagine the cheat sheet on a pool algae page converts at, like, probably 3%, so which, you know, is bringing down the overall average. Okay?
Matt Giovanisci:But I'm able to just programmatically flip that by a couple of points, well, now the overall number goes up. And if I continue to do that on every single page and it the numbers go up, then without really changing all that much, I'm able to dramatically increase our conversion rate, which is going to help, you know, all of our social media efforts, our YouTube efforts, our, you know, traffic efforts, and that's, you know, that or SEO efforts, I should say. But not only that, the one thing that I haven't even done yet, which is probably one of the more exciting things, is I could start to run ads to this custom plan. If I have a pretty solid idea on how this converts, it's very possible that I could just run ads like a motherfucker. And we have a lot of other things coming up and that that, you know, the beauty of us getting out of chemicals, lowering our overhead drastically in the last couple years, focusing a 100% on what we do best, you know, creating more products around that singular focus, driving conversions up, and and almost be untouchable because not a lot of people are gonna make that, you know, distinction very or they're not gonna be able to do it.
Matt Giovanisci:And if and even if they do, maybe they're not even gonna do it as well as us. Who knows? All of this is incredibly exciting, and I feel like it's taken many, many months of doing this podcast and running into all sorts of ideas. But this one feels the most tangible, the most in my wheelhouse, the most that I if I just, you know, spend if I just do this one thing, just keep improving this one thing, it's just gonna it's just gonna have this massive effect on our website and our brand and our business. And there's no denying it.
Matt Giovanisci:The other thing too is what I'm technically building is an asset. The more effort I put into coding this and building it, which has been fun, and it's only gonna get easier and and more fun, honestly. It's like, okay. We now have a we're now building a lead generation asset that is gonna be hard to replicate, and that excites me. So that's it for me.
Matt Giovanisci:If you have any questions or you have any ideas to improve this already, let me know, matt@moneylab.co, and I'll talk to you soon.
Listen to Money Lab using one of many popular podcasting apps or directories.
