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Our Guest:
Juan Martitegui is the founder of Mindvalley Hispano, a digital publisher with a goal to deliver amazing content that will change the world in an incredibly positive way. As the daughter company of Mindvalley, they work with renowned authors, leaders, inventors, artists, thinkers, speakers, lecturers and anyone else with awesome ideas that need help with distribution — with a primary focus on Spanish markets.
A Quick Preview of the Podcast:
- How to spend zero extra money and invest no extra time — but still get an improvement in conversion rate.
- One area of your business that you may have been ignoring that could be killing your results.
- A sneaky hack that would allow you to improve your page load speed instantly.
To See This Tactic In Action:
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To See The Transcript:
Tim: Hey what’s up fellow marketers. You know, it’s not often that laziness can be responsible for an increase in email opt-in conversion rates. It’s even less often that we as marketers can make zero changes on our landing pages and still get an incredibly positive result. Today, I’m chatting with Mindvalley Hispano founder Juan Martitegui about how he did exactly that. He didn’t change any content, colors, images or anything on his website and he watched his conversion rate jump. If you want to see the page Juan used for this test and get a detailed breakdown of how to conduct it yourself go to ConversionCast.com/MindValleyDownload and you’ll be able to download the guide so you can implement this brilliantly simple task in your own business. I’m Tim Page, the Conversion Educator here at LeadPages. This is Conversion Cast and here is Juan Martitegui from MindValley Hispano. Hey Juan. Thank you so much for being here today. I can’t wait to talk to you.
Juan: Oh thank you so much for having me here Tim.
Tim: Absolutely. So we’ve got some really fun stuff to talk about. Can you kind of without giving away specifically what you did, can you kind of tell us the results in terms of conversion rate that you were able to get with this case study?
Juan: Well we got almost 10% across the board on a particular page but when we look at the whole funnel, we got a lot better than it’s 10% + 10% +10% because then we apply that learning to several patients. So it was significant for us.
Tim: That’s awesome and is that increased in email opt-ins or sales conversions?
Juan: This particular test was on email opt-ins but then we have a lot of them on sales and webinar registration and things like that.
Tim: I love it. That’s awesome. Cool. So before we get into that, I would love to kind of hear it from your own mouth, tell me a little bit about Mindvalley Hispano is all about and kind of what your role is there.
Juan: Okay. So Mindvalley Hispano is a digital publisher. We sell information online to people that we think if they get more distribution and reach more people, the world will be a better place.
Tim: Awesome.
Juan: So basically we do that in the Spanish market and now in the Portuguese market. We are kind of the child of Mindvalley.com, which is our main headquarters company. I work for them in Malaysia for four years and then I decided to start doing that stuff in the Spanish market.
Tim: All right. Perfect. So let’s kind of hear a little bit about the task, what brought you to kind of want to do it? You can go ahead and spill the beans on what the test was.
Juan: Okay. So basically what made us kind of try this thing, it was laziness.
Tim: [Laughs]
Juan: Yeah. Sometimes I challenge myself on you know, would the scooter run without doing or making a lot of changes on website or without doing much. I said okay why don’t we do a test where we don’t change anything on the website.
Tim: Uh-hum.
Juan: And that’s how the test was born and we said okay what could we test without changing anything on the website? Because at that point in time we didn’t have designers in-house. It was all freelancing and we say okay let’s change it where we host the website.
Tim: You know what’s really funny though. Before you said what you changed, before you mentioned that you were trying you know, different hosts, everybody was looking at their iPhone or whatever they’re listening to this on and going is this guy crazy? He’s talking about you know, he’s talking about not making any changes and increasing the conversion rate. So sorry go ahead and continue.
Juan: Yeah. So basically that’s what we did. We decided to and of course, this was also affected by a couple of factors. One is you know, SEO results and conversion rate actually change this a lot depending on the speed of your website and you can make a change and of course to the code of your website and you can make a change to you know, how if you do – you have CSS prides and all that stuff, technical stuff that I don’t know that much. But what I could do back then was I could change if I hosted my LeadPage on my website or if I hosted on LeadPages server. I thought maybe this [0:04:55] [Indiscernible] in part, maybe not but,, you know, I have a landing page that I’m sending a ton of traffic and I don’t have anything better to this. So let’s test it out and it worked.
[0:05:08]
It turns out that LeadPages’ servers are a lot faster than ours. Actually Google app engine server.
Tim: [Laughs]
Juan: To be honest but you know you guys are built on a technology that is what Google uses. So that should be a ton better than our servers. That was our main reasoning and we did that and we got about a 10% bump in one website, 8% in another one and I think 13 in another one. So it’s actually very significant. We drive about 4000 leads a day through our landing pages and now with the same amount of money, we get 10% more.
Tim: That’s awesome.
Juan: Because we did that then we started realizing that speed was a lot faster. Again I’m not talking about this is important to say. It’s not that I was in a cheap certain 99 hosting.
Tim: Right.
Juan: I was in my hosting with cache turned on with you know, Memcache and you know, like all the technical stuff. So it’s not I’m comparing like a $7.99 hosting with LeadPages. I was actually in a pretty decent setup of a company that sells millions of dollars. So I still got an increase of 10%. So if someone is in a normal hosting, I am sure they will get a lot better than 10%.
Tim: [Laughs] Yeah that’s awesome and so I love this idea and you know, we know that it’s – anybody that uses LeadPages knows that this will be really easy to implement because you could simply just link to the LeadPages that’s hosted on LeadPages.
Juan: Correct.
Tim: So I guess my question is can you tell us you know, with the first page that you tested, how did you actually conduct this test? Like what tools did you use, how did you kind of determine if this was working or not?
Juan: Okay. So basically we used visual website optimizer. At that point in time, you guys didn’t have the split testing feature.
Tim: Right.
Juan: And the way we did it is we downloaded the HTML, pure HTML and we hosted everything on our website. So we tweaked a little bit what you guys provide so we made sure that everything was hosted in our website and then we hosted our landing page on LeadPages just with the normal code you do, you gave the recent iFrame I think and it basically your server handles the load.
Tim: Right.
Juan: Then we split the traffic with visual website optimizer and I still believe I have the screenshot. I need to check my account but maybe I can give you the screenshot.
Tim: That would be great.
Juan: At least of one of the tests. So that’s how it was, was very easy. You know, it was very interesting to implement that.
Tim: Yeah.
Juan: After that, we started looking at page load time a lot more seriously than before.
Tim: I bet. Yeah –you know, when you hear about it in terms of like occasionally you’ll lose a customer because your page doesn’t load fast enough or maybe it affects us and it doesn’t create that sense of urgency like a conversion increase of 10%. That creates urgency and kind of maybe sets forward a precedent of focusing on that in the future pages, absolutely. So
Juan: Yeah.
Tim: I think one thing that makes this especially good is that this was a really clean AB test. So it was the exact same template in both cases. There was no copy change, there was no you know, button color change or image change. It was the exact same template just hosted on two different servers. Is that right?
Juan: Yeah. Correct.
Tim: Okay. So this was really clean and so I guess another one of my questions would be and you know, I think there might be kind of a difficult or maybe a simple answer to this I’m not sure. But if somebody didn’t have LeadPages what would be a different way maybe that they could test a theory like this you know, to test the same page on maybe two different hosts or just to find a way to see how that loading speed would affect their conversion rate.
Juan: For example, you would – like if someone is running on WordPress, they could try running a cache versus not or a cache plug-in or not.
Tim: Oh yeah.
Juan: Or they could try minimizing their scripts or minifying I think it’s called in English or they could try using a CSS sprite which is basically instead of having multiple images on their site, they will have that it includes all the icons, all the special symbols and things like that. So the server does one request. Again that will change how the website was coded so the page load will you know, change. In terms of hosts, one thing is you can – what you could do is host two pages in different servers like if you are using Amazon for example, you can host it in Brazil or in the US for example.
Tim: Oh yeah.
Juan: And depending on where your customers are from, you will see that one page is faster than the other one because the data center is closer. So that could be other way of doing but it’s something geeky and technical.
Tim: [Laughs]
Juan: I’m not 100% sure that would be very easy for everybody. But if you get LeadPages account, you can do that.
Tim: Right and it would be very easy because you could just you know, LeadPages literally just hosts the page for you.
Juan: Yeah.
Tim: On our own server. So I think you know, the big takeaway here is that page load speed does actually affect conversions as proven by this test and you’ve gone on to do this with more than just this one landing page and the results have been very similar, is that right?
Juan: Yeah, super consistent and depending on the page and the design on the page we’ve seen from 8% to 15%. We never had a landing page on our server beat a landing page hosted on LeadPages server. Which is I don’t like it that much.
Tim: [Laughs]
Juan: My tech guy hearing me complaining also but you know you guys are good.
Tim: [Laughs] Well we definitely appreciate that. So I think the major takeaway here would be focus on site speed and really keep an eye on it and recognize that having a faster site does actually affect conversions. There are a ton of different ways and we’ll list some of these different ways on our website at ConversionCast.com and show you guys kind of some ways that you could improve your site speed but a really simple way would just be to link to your landing pages right on the LeadPages account. Well —
Juan: Yeah and I’m sorry to interrupt and but in a mobile world, this is becoming a lot more important.
Tim: Yes.
Juan: Because not everybody on their mobile phone may have high-speed internet at all times.
Tim: Absolutely. That’s a great point, absolutely. Well, Juan, this has been awesome. Thank you so much for sharing this case study with us. I know that everybody right now is like clamoring to get their sites much faster. So thanks again for being on the podcast. It’s been awesome.
Juan: Thank you so much for having me here.
Tim: Hey before you go anywhere, head over to ConversionCast.com/MindvalleyDownload so you can see the exact page that Juan used in this test along with seeing a clear walk through of how to initiate this test in your business so that you can see a 10% conversion rate lift or hopefully even more. Again, go to ConversionCast.com/MindvalleyDownload and we’ll see you next time on Conversion Cast.
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