Outside of emails, landing page copy, and offers, what are the levers that marketers can pull to get better results from their conversion funnels?
This week on The Inbound Success Podcast, DropFunnels Founder and CEO Jordan Mederich explains the importance of what he calls "building your house on rock as opposed to building it on sand" — or why it's so critical to nail certain fundamentals on your website in order to drive big results from your conversion optimization and lead generation strategies.
In this episode, Jordan discusses how things such as page load speed, social proof, and landing page design can all play big parts in boosting traffic to your site and ensuring that the visitors you attract stay and convert.
Check out the full episode to get the details. (Transcript has been edited for clarity.)
Kathleen: Welcome back to the Inbound Success Podcast. I'm your host, Kathleen Booth, and this week, my guest is Jordan Mederich, who goes by Jordo, so that's what I'm going to be calling you after this. He is the founder and CEO of DropFunnels. Welcome to the podcast, Jordo.
Jordan: Really glad to be here. I appreciate you having me.
Kathleen: I'm excited to talk with you. I love getting into deep technical levels of marketing nerdiness, and I think that's what we're going to do here today. So let's start out by having you just do a brief overview of who you are, what you do, and what DropFunnels is.
Jordan: Yeah, sure. And anyone who's here, hopefully, we can give value and new insights, regardless of anyone who's just starting out, or [if] you've been doing it for a really long time. So I've been in the marketing game for, I'd say about a decade. Actually, I came from the filmmakers' perspective and training, I was in very much the creative space. And I made commercials for a long time and had films produced on Amazon Prime, and we've been seen on all the big networks and whatnot. And I realized that there was this big switch that I kind of had to make from kind of the mass-market branding, corporate level of marketing, and realizing that I was blown away and shocked by the amount of waste that occurred specifically in marketing, corporate-level businesses. I did work for Sony and Verizon. I was like, "Wow, there's so much money, billions of dollars being spent on advertising with no attributable results from most of those marketing efforts."
Jordan: And so I dove deep into the direct response marketing world, and I was building sites and whatnot on WordPress. So WordPress powers 34% of the internet. It's Google's no. 1 favorite platform to rank. But it's also extremely technical. It's very powerful, in that sense, it can do a lot. But you better have a marketing or development team, a designing team, you better know what you're doing, you better have great servers and all those things. And so I was building new marketing funnels on WordPress, and building new sites in businesses on WordPress. But about six years ago, there's this resurgence, and it kind of started with ClickFunnels and Kartra, and Kajabi. It's the sales funnel builders, hard-coded platforms that made it more simple, I would say, easier to build your business on a platform and they had the psychology of sales.
Jordan: So we know that sales funnels blow away, as far as conversion rates are concerned, any corporate website, and can really help you to get new leads and sales. And so they had this psychology, but not the technology. And I look back and I realized as I was making the switch from corporate marketing into more direct response marketing: WordPress really has the technology, but not so much the psychology. It's really difficult to build on. So a couple years ago, I was looking back and I said, "Why don't I just combine these two worlds? Why don't I bring them together and make it easy to have the psychology and the technology at the same time? Make an entirely drag and drop, remove the code and the difficulty." And so we're the first platform ever to combine these two worlds. And to give you unlimited sales funnels — your websites, your blog, all of your courses — into a WordPress-based infrastructure, so that your sales funnels can rank. You build true domain brand authority. Your pages load at around two seconds, which is really powerful for both paid and organic traffic.
Jordan: And it gives you the absolute strongest foundation to be building your marketing, outside of having a massive team of servers and devs and all of that if you're going to go build it on your own, DropFunnels is really the all-in-one platform to help make that happen. So since we launched in early 2020, we've seen unbelievable, tremendous, and very rapid growth, and we're breaking things all the time, and re-innovating and reinventing what we want to see the marketing world to be like, and we're seeing some amazing growth there. So that's kind of the history of DropFunnels and where we are.
Kathleen: Well, the first thing that stands out to me that you said is that you launched your business in early 2020. What a time? It's a lot to do business, wow. I mean, granted now what you're doing is mostly an online thing, but I'm just curious, how were you affected by COVID?
Jordan: So being online was a huge blessing for sure at the time and everyone who was already established in the online space pretty much won. Everyone won through with that whole thing. Zoom obviously exploded, all these online companies did, and what I saw was a lot of people who were doing physical business or brick-and-mortar business wanting to move online and really struggling to learn how to do that, to make that happen. So for us, it made us step up our training and our onboarding processes, because we had to make it not twice as simple, but probably four or five times simpler to help them to get moving, because it's such a foreign game for most people.
Jordan: I think this morning, actually, I had a call with a client who is very brick-and-mortar, physical business, and just even using the verbiage, the vernacular of sales funnels in direct response marketing is so foreign that it's more of an education play than it is a service or marketing play. It's like we have to help the world understand how to reach people online instead of physical business. But I think it was a wake-up call. Kathleen. I think for a lot of people, running physical businesses and having no digital presence at all, it's like, "Wow, this kind of stuff can happen like that, and when it does if you're not prepared, it can sink the ship."
Kathleen: It's really interesting the way you describe that because in my day job, I am head of marketing for a company that sells software into e-commerce, and we saw something really similar where, at least in the retail industry, the data that I've read indicates that COVID sped up the shift to e-commerce by something like 10 years within the span of a year. So it was this massive acceleration, and you're right. A lot of people weren't really ready for it, but they were sort of forced to make themselves ready. And so it was an interesting time for sure, just to see the people who would normally not be the early adopters or the technology adoption curves sort of being forced into a place of discomfort and having to do things sooner than they otherwise might.
Jordan: Yeah. And I'm super, well clearly, thankful for it, but in a universal sense, it's like we needed some kick in the butt. The industry, the marketing world, the business world needed a kick in the butt to say, "Hey, it's not 1992 anymore. You have to adopt these methods or you're no longer competing against the guy down the street from you. You're competing against guys like me who live and die marketing." And so when you move into the space, it's this new world of early adopters, right? It's now a new phase of people who have never done it and never had an incentive to do what they have to do.
Kathleen: Yeah, it's funny because I was going to say I said early adopter or innovator, but those are actually the wrong terms because those people have already converted to digital. So this is the ... I don't remember what the term is, the laggards, the laggards are now being forced to move more quickly than they otherwise might have.
Jordan: I'm glad because I think it serves them better, too.
Kathleen: Agreed. Well, one of the things that I was really excited to talk with you about is just, obviously with all direct response the goal is conversion and there are a lot of ways to get there. And one of the things that you've talked a lot about is getting to better conversions by improving traffic. And I wanted to sort of open that up to you and hear your perspective on that and then maybe we can dig in and get a little bit more nerdy on it.
Jordan: So I think there are two audiences to speak to as it relates to conversions in the online space. So for people who are doing really high volume traffic to specific offers, it's really the small hinges that swing big doors and identifying where the key measurements to really make a big move and dial-in processes. So what we see, for example, in every single study on the planet that's ever been done, you find that your page load speed is one of the biggest movers as it relates to your conversion. Amazon found that in their own individual test, every 100 milliseconds of latency could cause a 1% decrease in conversion. Obviously, their mass traffic, mass appeal, and I think a lot of people realize, "Oh well, maybe one second isn't going to make that big of a difference, because I'm not that big yet."
Jordan: But you have to realize that if you ever have that desire to be big the time to fix it is right now. And as we spoke before in our previous conversations, that it's really the comparison of building your house on the rock instead of on the sand. Building it on the rock means starting from day one on a strong infrastructure where you have the best chance to win, versus the house on the sand, which is like, "Hey, I can just get this going, it'll be fine for now, and eventually, we'll go solve this," or "Eventually we'll go make this." And I kind of liken it to, if I were to get married to someone and say, "Well, it's not that great right now, but it's going to get better later." We don't know if t everything will be better, right? It's just not the case, and it makes it harder to solve a problem down the line.
Jordan: Whereas building it on a strong, firm foundation, where it's fast from the get-go. I always wondered, I asked the question, "How many sales are you willing to sacrifice because of one thing that you could control from day one?" So high volume, page speed is important, social proof is important. And actually, this is something to kind of nerd out on, which is probably good for both high volume, but also people just starting to get into the game: We find that in our marketing, specifically direct response, so direct Facebook ads or YouTube ads directly to the landing page, we find about 30 — this is going to blow your mind — about 20-30% of our traffic who go to a funnel, we're directing them to a funnel, not to a home site, they're leaving the funnel and often on mobile or desktop, they're leaving it and going to the root domain to go get more information.
Jordan: So we're seeing that even if we have an offer, maybe it's a coaching offer, or a course or whatever that is, and we send them to that funnel, they leave and go to the home site and then they'll go back to buy again, or they'll go buy a different product. So we realize that for marketers who are just relying on a sales funnel, or that infrastructure and you have no home base authority, there's nothing there to go back to go learn more to establish some of that trust. You're losing between 20 and 30% of your buyers, potential buyers there, and only about 3-5% obviously, depending on the funnel, are ready to buy right now, right? And so we're losing so much of this and I feel like a lot of the general answer to marketing is you need to go spend more on traffic, you need to go spend more, spend more, get more traffic, more traffic.
Jordan: And I say, you're not maximizing the value of the traffic you have right now. You are hemorrhaging traffic, because they're leaving for whatever reason, to get their design, or the offer doesn't really make sense to them on the page so you have to retarget them. And we know it's true. That's why retargeting is so valuable and follow-up sequences are so valuable because just expecting them to go to a page to buy right away, it's the smallest percentage of the people, most problem-and-solution and product-aware audiences who can actually take an action on that right there. So it's all these pieces. I would bet that anyone listening to this, you could literally double your sales by not increasing your traffic at all, but by maximizing the traffic you have available to you right now.
Kathleen: So I have a ton of questions. First — and we're going to kind of try to break this down — the first thing you talked about was page load speeds. So obviously, everybody's got their websites built on different platforms and we can't control that. I mean, of course, people can change, but assuming everybody is where they are, are there certain low-hanging fruit things that you usually see that somebody can do to immediately improve page load speeds?
Jordan: The first thing you want to do. There's lots of tools out there, our favorite is gtmetrix.com, and you can run it directly through there to find out where you're at. And here's the benchmark: If you're over four seconds in total page load time, you're losing conversions, period. It's undeniable. Every study on the planet, from Harvard to Stanford to Google and Amazon, they've all done the studies. You're losing money, period. So when that happens, it's time to take some radical action. Inside of that page load report, you'll see a waterfall breakdown, and it'll tell you what's slowing down your speed. If you have some developers who can help you and you’re more advanced in that way, you can defer some of your scripts to load later. That can help, crushing down images to be as small a file size as possible is one of the biggest movers, or eliminating images at all if you can.
Jordan: Backgrounds, don't have images in backgrounds, embedded videos can slow things down quite a bit as well.
Kathleen: By the way, is there a certain image size that you want to target to be under?
Jordan: Yeah. I don't think that there's a universal answer as it relates to what that would be. If you had one image on the page that could be larger than if you had 20 images and they all need to be under a certain benchmark. But generally, pages that are over 123 megabytes in size, they're really going to start to load slowly, especially on mobile. And mobile is what you want to optimize for first. So I always say build with mobile in mind and then move into desktop, where it could be a slower loading experience because desktops can handle that. So images and embeds of videos and those types of things can really make a big difference. And you'll really want to watch out for any external tool that you're depending on their servers, right? So here's an example.
Jordan: If someone was on DropFunnels right now we're extremely fast. The average is about 800 milliseconds in load time, but everything you add to the page slows it down beyond that. So if you added a hot jar traffic recording tool script on there, that's going to depend on their servers. A Wistia embed is going to do the same thing, a social proof widget pop-up, a chat icon that you can click to chat. Now each one of these things you want to keep in mind can really help you with your tracking and your overall conversions. But again, you want to start as the baseline and say, "Okay, a page with nothing else on it, how fast can we get that to load?" And your goal is under three seconds, for sure. As of today, it needs to be under two seconds.
Kathleen: I was going to say, I feel like even three is too long, for sure.
Jordan: It can be, for sure. Especially if there's no other tools on top of it, right? So your base page, you want to shoot for under two seconds, and then when you add a tool on top of that what's the impact going to be in that regard?
Kathleen: So say the name of that tool that you mentioned again that's a good way to test.
Jordan: So the letters G-T, metrix, M-E-T-R-I-X.com, is a great place. Throw in your URL. You can test from different data centers depending on where you are. And to get a complete breakdown, and actually, they've just optimized to be kind of based on the lighthouse code base, so it's more recognized by Google as to how they see page speed.
Kathleen: Got it. That's interesting. OK, so that was the first thing you mentioned. So definitely run your site through gtmetrix, and dig in and see what's slowing it down and where the biggest issues are. And that's step one, it sounds like, in squeezing the most juice out of the orange you already have, meaning the traffic that's already coming to your website. The second thing you mentioned, if I remember correctly, was social proof. Is that right?
Jordan: So I think that's one of the easiest things you can do immediately. I think we're in this third era of marketing, where now that consumers are more knowledgeable, they have information at their fingertips that we've never seen before. So it's like the used car dealer type of comparison back in the 80s and 90s. You'd go to a car dealer, and you hope he doesn't swindle you because he's the one with the information. He's like, "Hey, this car does this, and this, and this." Now, you don't even go to a car dealer with not an idea of what you're going to. You know the car, the color, the mileage on it, you've done a Carfax report on, you have all the information, and it's the powers in your hands.
Jordan: So when you show it to the dealership, they're not trying to get you into a different car. They're saying, "I want you in this car because I know this is what you want and you've researched." So with that, what we find is, you can't over-educate someone to buy. It's much more a trust and a relational play. And so we see that testimonials, quotes, any videos or text that you can do actually will have a bigger conversion rate change than adding more copy to the page to try to convince them to buy something.
Kathleen: So a question on this — and I'm 100% with you. I am a strong believer that you've got to have social proof. One of the things that I hear though, a lot, and I used to work in cyber from some companies, is like, "I work in an industry where my customers don't want anybody knowing that they're using my product," either cyber or I don't know, my husband is VP of a company that makes competitive intelligence software, and so you don't tell your competitors what software you're using to track them, right? So what's your opinion on how to handle that? Is it still valuable to have a testimonial, where it's a little anonymized, where you say like, "Head of marketing for this type of company," and you don't name the company or the person, or do people just see that as BS?
Jordan: Well, such a great question. It's like the overall question is, is social proof [helpful] if you don't know who the person is? Is that even social proof?
Jordan: So like a tree falling in —
Kathleen: And sometimes I feel like — I don't know, I wonder, can it hurt you if people think you're making it up? I don't really know the answer to that.
Jordan: Yeah. It would be tough for them to know whether or not you are making it up, I hope people [have more integrity] than that, but I know that there are those cases. I would say that if it's not a reputable name, it's tough to have social proof that really carries any weight, so that can be tough. I think asking the right way can generate testimonials to say, instead of saying, "Hey, would you give us a quote about us using your service?" You could say, "Hey, we'd like to feature your company as one of our cases. Would you be open to us featuring you?" And it becomes more of a marketing play in that sense.
Jordan: Again, I think for most companies they'd be fine to scratch backs in that way, but in more specific niches where it's kind of guarded and confidential. Yeah, that's a tough one. I haven't thought about some ways to kind of get around that other than just asking whether or not, maybe even just a logo could be fine.
Kathleen: I think there's still definitely people who are going to say no across the board. It's so funny, because I actually saw a conversation about this recently, where somebody said that the best way around it is to give your customers awards. And because everybody [likes] to brag that they got an award, and so it was like, if you can figure out a way to make it about an award and not about your product, they'll consent to mentioning it effectively in that sort of a backdoor way.
Jordan: Yeah, that's a great play, I think, recognizing them or even doing a case study on their business specifically, you'd be like, "Hey, here's how these guys got this x result." And again, it feels like it's more of an ego play then, really.
Kathleen: All right. So that was social proof. We already talked about page load speeds. And the third thing was —
Jordan: I think the overall concept is about optimization of the funnel flow. So it doesn't matter what you're selling. I can't tell you how many websites we see that are just, It's a hose with holes all over it. You put in leads and [they] are going to go all over the place. There is no benefit to linking to Facebook from your primary corporate page or your funnel. There is no benefit. No one is sharing it enough to make any quantitative or qualitative impact on your business. So I say for almost all offers, strip away everything that doesn't serve you.
Jordan: And frankly, we only build sites like they were in the '90s in that same way today because it's what's always been done, not because it's —
Kathleen: Right. And I feel like some of those features come out of the box also, and so people are like, "Well, it's there, so it must be a good thing."
Jordan: Yeah, exactly. It's the De Beers Corporation kind of invented wedding rings and we still do that till today. But for the longest part of history that never existed. It's like we do what's been done because it's been done and that's what I should do. So I say just be a little bit adventurous, in the sense that you have permission to not do what everyone else is doing. And if someone goes to DropFunnels.com, for example, there's only one call to action on the entire page. Every button really for all intents and purposes, almost every button is called an anchor link and it drags people down the page to more information, instead of moving them to About Us. No one cares About Us. No one cares about me or what we're doing. They care about themselves.
Jordan: So I think they want to know, is this end result going to help them? So we really try to focus all marketing efforts towards a single call to action. And I think it's important that companies get clear on that strategy. What is the main thing that you want them to do? Is it driving them to a lead magnet or an ecosystem offer? Is it booking a consultation call or strategy call? Is it adding them to a Facebook group, because that can be advantageous as well? But push them into the main ecosystem. Push them where you want them to go. And it's easier to optimize around one point, around one metric point, instead of 30 and hoping, "Hey, I don't even know where these people are going. They're clicking here and going there." And even in Google Analytics, you can track where people are going, but the more links you have you'll find the more erratic people are because they don't have a plan. It's your job to point the plan for them and to give them that path.
Jordan: So for us, I think optimizing around clarity and simplicity in all of your digital assets, even like, "Hey, let's kill some sacred cows here." Is the fact that you have a blog, is it actually serving you? Linking to your blog and your homepage, does it actually give you any output? I mean, you can track those things. Is having any social share buttons or any links to social or a billion things for people to do, does it actually serve you? And I think those are the tough questions we should have.
Kathleen: So you mentioned something interesting when you were talking about this earlier, which is that, even if you have, say a landing page where you've got your offer, a lot of the time somebody will actually jump from that landing page and go back to your homepage, whether that's to research something or just learn more about you or to find some other information. Knowing that's the case, it's funny to me because the traditional kind of thing that you're taught as a marketer is don't put navigation on your landing pages, right? To your point like, "Let's not distract anybody with links that aren't absolutely necessary."
Kathleen: So they find a way to get back to your homepage despite your best efforts to not lead them there. What does that imply for what you should do to the design of your homepage to make sure that they don't drop out of your funnel? So that they stay engaged and ultimately convert?
Jordan: Yes, and that's exactly what I was just mentioning about being so clear about that call to action, that for us it's very circular and it feeds itself. So if someone goes to a funnel and we're recommending a software or a trial, or whatever that happens to be, if they leave that and go back to our homepage, they're going to end up right back to the funnel, because our homepage will push them back into that way. So I would say that there are a lot of great companies that do this well. One of my favorite funnels of all time, it's through this company called Get Sunday, and they're a lawn care company.
Kathleen: Oh, I used them.
Jordan: Yeah. We probably bought through the exact same funnel. It was genius. And hopefully, people are buying things even just on propulsion of seeing an ad and going to buy just to study what they're kind of doing.
Kathleen: That's 100% I was targeted with an ad.
Jordan: Yep. And I met with them for two years. I don't know anything about lawn care, but I was so entranced by their funnel. But it was a perfect example of, the experience of going through that funnel is really in synergy with what their homepage is doing. And I'd recommend anyone go to their site to take a look. I think Basecamp does some interesting things. They're a very analytical company, but their page is, I think, very well done. But generally speaking, if you have a landing page, I promise you people are leaving your landing page and your funnels to go check you out on your homepage. If you don't have a home site with that domain and that brand reputation there, you're losing sales, period.
Jordan: And on that, instead, again, eliminate what doesn't serve you and focus everything on to getting them back to that funnel, either with a complimentary or identical offer, so that, because when they do that you don't want to lose them when they finally land on your page and suddenly it's some rabbit trail that takes them off somewhere else.
Kathleen: So for those who haven't experienced it, can you just describe a little bit about the Sunday funnel and what you liked about it? Granted, you're going to have to do this from memory, so it won't be exact, but what stands out in your head as what worked so well?
Jordan: I have this kind of rule when it comes to marketing and when we're consulting with people as well. The best words that you can think about, it's two words, it's “for you, for you.” So even in sales calls or any of that, it's the best phrase, I think that you can use. Is that people when they have high amounts of information, especially in competitive markets, and there's lots of people to compare to, personalization is absolutely key. My buddy, George Bryant, he actually coined the phrase, "Relationships beat algorithms." And it's not always the best offer [that] gets their wallet. It's whoever gets to their heart gets to their wallet.
Jordan: So what Get Sunday does that I think is so unique and I think a lot of brands are tapping into this as well, is the “for you” experience, the personalization. So you literally type in, I think it's your address. I did it a year and a half ago, I still remember it. It's your address, and they show you a satellite image of your house. And then you draw these lines or whatever around your lawn about what's... They're, "Okay, based on this, hey we're going to send you this soil kit." And it's just a free kit or whatever. It was part of it. I don't recall it exactly. They sent out this thing. It came the next day. It scooped out some soil, and actually, my kids got into it too. It was kind of a fun science experiment.
Jordan: Gave them that and then they sent back this custom report, "Okay hey, this is the acidity, the phosphorus, all the chemical things. This is the ‘for you’ experience. Hey, we've also looked at the weather patterns for the past 12 years. Here's how much rain you're going to get this year. Here's how much sunlight based on the geography of your land." And I was like, "Holy cow, they know more about me than I do, right?" Which is so critical. And through that process, I ended up taking every upsell, everything there is because I felt like it was so personalized. And they said, "Hey, Jordan, for you, this is what is going to be a good fit."
Jordan: And to put a cap on that, one of my favorite phrases is that a prescription without diagnosis is malpractice. Prescription without a diagnosis is malpractice. And so when you get a diagnosis and you're given the prescription to not take that is insanity, right? So they're telling me, they know my lawn better than me, they know the geography, they know the weather, they know the soil better than I do. If I have any desire for the end result, which is to have a beautiful lawn, what else am I going to do? Am I going to go figure that out on my own? No, I'm going to go give them my money and they're going to tell me exactly what to do, and ship it right to my doorstep.
Jordan: And so some of these home kit companies have really tapped into this as well: "Based on your diet, based on your preferences, what is it that you like?" So I think all of us, all these kind of technical aspects are sometimes almost a moot point if you're not delivering to someone something for you experience, some way to make them feel like they're not a number, that they're a person, and that they've been diagnosed as a specific prescription to what's going on. If we can tap into that psychology more often, I think, you could have a 12-second loading website and you could have a personalized experience, you'd probably be fine.
Kathleen: It's so funny to hear you talk about Get Sunday, because that's the exact same experience I had. And I went through it, and I was like, "Wow, clearly they've tapped into, I don't know, Google Earth, or whatever it is, and they're measuring my lawn and checking my weather and the whole thing," and I was so enamored of it. So I definitely became a customer based on that funnel. I have a feeling they're doing pretty well off of it.
Jordan: And as anyone will experience if they go through it as well, you get a phone number to your person, your consultant, which I mean, it was a heart check for me too, like, "Man, what are we missing out on the support aspect?" I think I've utilized it once in two years, so it's not like I'm using it, but knowing that it's there will probably keep me on for a very long time.
Kathleen: Yeah, definitely. They've nailed it. I love that example and how specific it is. Anything else that you want to add beyond? So we started with three things, we started [with] the page load speed, social proof, and then shoring up the leaks in the bucket, if you will. I mean, and the last category really encompasses a lot. So I just wanted to make sure we didn't miss anything before I move on.
Jordan: No, I think that's like drinking through a fire hose probably for most people. So it's —
Kathleen: That's great. So you obviously have worked with a lot of different companies. You've got a lot of different brands using your platform. Any examples from the DropFunnels world that you think are notable to share in terms of before and after results from doing some of these things, even if it's just your own marketing?
Jordan: So, this is less technical, on maybe slightly more mindset. I would say, for most people, and again, we're a more advanced platform than many, so people are looking for click button done type of thing, it's not really a good fit. It's meant for those who really want to dive in and —
Kathleen: You don't need to be a developer though, do you?
Jordan: No, there's no code at all.
Kathleen: That's what I thought.
Jordan: But just things are in different locations. It's like you move your house, they say the two most stressful things in life are divorce and moving. So moving your business is no different, sometimes it... Well, we've got migrators that can help people in that regard. But I think the mindset for most people is that we’ve all duct-taping so many tools together between autoresponders and CRMs, and call floors, and dialers, and website, and funnels, and courses, and all those things, depending on your business model. And for us, I think the biggest thing that people fall in love with is how many tools they can subtract, so getting more by doing less.
Jordan: Here's an example. We have this tool and I actually built it in — we might be one of the first-ever to build this, I'm not sure. But I added a feature that allows you to collect a legally binding signature on a checkout form directly through mobile. So when someone's going to go in and purchase your product, there's actually a Terms and Conditions box that normally you would check, but I instituted a finger scribble sandbox that generates a PDF that would help you against refunds and chargebacks to ensure that you're collecting those terms specifically. So for some people, they'll cancel like DocuSign through that because they can use that as an actual legally binding contract generator.
Jordan: So I think it's an example of that, of having fewer tools, fewer monthly subscriptions. And again, I don't want this to just be advertising for DropFunnels, more a mindset about, get more by doing less and simplify as much as possible so that you have less mental real estate being lost, right?
Kathleen: I think tool sprawl is a real problem. And it's not just a problem from a psychological standpoint of like, "Where is my information? Where is my data? How is it all talking to each other?" It's a huge financial problem. I mean, as somebody who owns a marketing budget for a company, by far the biggest line item for me is my tech stack. And so if you can eliminate things that frees up money to do other things in marketing, which can have a big impact, potentially. So I definitely think that's important.
Kathleen: All right, we're going to shift gears because I've got two questions I always ask all my guests before we wrap up, and I want to make sure I know what your answers are. First one is, the biggest pain point I hear all the time from marketers is that it's like drinking from a fire hose trying to keep up with everything. And so are there particular sources you rely on to stay up to date and educated?
Jordan: I'm probably the worst person to ask that because I kind of live in a cave for most of the time. But I stay connected with a couple people in different industries, so I think masterminding is really important, networking is important. And I listen to a lot of audiobooks as well, so that's helpful. I just finished actually, for the first time, The Richest Man in Babylon, which was a great short listen, for most people a great mindset book there. And doing a lot of that, I also have this remarkable tablet, I'm holding up for those on the podcast, the —
Kathleen: My husband has one of those and he loves it.
Jordan: Yeah, it's super cool for doing some deep work and writing without any connection to the internet. So I guess my answer is, I tend to feel escape when I get off of the internet and consume a little bit less, because there's so much kind of noise going on there. So I find that my relaxation and escape comes from disconnecting, but I'd say audiobooks are big, I actually really like going on YouTube and listening to some TED Talks, and they're quick bite size-
Kathleen: Any particular favorites?
Jordan: Everyone says it starts with why, but there's actually some really... I mean, it's fine. Simon Sinek is great. I like Malcolm Gladwell's stuff, and there is actually one on... I don't know the name of the guy, but it's about addiction. And he lays out this thesis for I think it's called The Hidden Truth Behind Sobriety or Addiction or that kind of thing. But he lays out this incredible thesis that the opposite of addiction is not sobriety. The opposite of addiction is connection. It’s like this perfect theorem of why we get addicted to things, and the recourse from that, etc. So I couldn't recommend that more. It's one of the most-watched ones on there. So TED Talks have been a really good way to stay [connected].
Kathleen: I love that, and I've seen that Ted Talk. It's very good.
Jordan: Yeah, very good.
Kathleen: All right, second question. Of course, this podcast is all about inbound marketing, and is there a particular company or individual that you think is really knocking it out of the park and doing inbound marketing well these days?
Jordan: I think most companies doing really well or really maximizing both and turning... There's a guy named Cole Gordon, who is in the high ticket closing space and is a master at, I think both inbound and outbound. And so he maximizes all of his inbound with additional outbound outreach and whatnot. And so he's just so masterful at that, so that's Cole Gordon, I think it's Gordon Advertising. People could probably Google him. I also see Gary Vee and some of those influencers. They're doing a lot of like, "Hey, text me, get out this number," and getting people onto your list with a more relational SMS. Which by the way, I'm fairly convinced is the future of marketing is going to be SMS.
Jordan: Email rates are deplorable, Facebook, the algorithm is getting harder all the time, and I think SMS has about a 99% open rate.
Kathleen: It's very generational. I mean, I have kids. When you look at how our kids communicate, it's so different than how we do, it's crazy.
Jordan: Yeah. And I think it's probably going to change as new. ... Man, it's probably eventually going to be TikTok, and —
Kathleen: Or I was just going to say Discord. I have a 14-year-old and they're all on Discord playing their video games and talking to each other. And I think that's already starting to happen, the number of private communities that are cropping up. I just attended, Shopify had its Annual Developers Conference, and all of the chatter around it, all the conversations, they set it up in Discord. And they created a room, I don't even know if that's the right word, because I'm not a big Discord user, but I did do it. But yeah, I was like, "This is really interesting." I see my 14-year-old on it. I see Shopify having official conversations with its audience on it. I definitely think there's a move in that direction too.
Jordan: And actually I'm to the point — we just did it this week — that we're pretty much eliminating our post-purchase Facebook support groups and moving even into Slack to do —
Kathleen: Yeah, Slack is huge.
Jordan: Slack is good, and people say Discord's like Slack on steroids. I haven't done much on Discord.
Kathleen: Well, I just used it for the first time. I was a little intimidated, but it is. If you are a Slack user, it will feel very familiar to you.
Jordan: Right on, yeah. But I think the social channels and social media and whatnot, they're going to start to kind of wane. And people are wanting to go into more private servers, and Telegram groups, and eventually, it'll all be on the blockchain and everything will be completely anonymized and encrypted. It seems like that's where the world is going.
Kathleen: Yeah, for sure. All right, well, we've come to the end of our time, and so before we finish, importantly, I need to ask if somebody has a question about any of this or wants to learn more about you or DropFunnels, what is the best way for them to do that?
Jordan: I'd be happy to give my personal email. It's firstname.lastname@example.org. If anyone has any questions, or if I can encourage you in some way, J-O-R-D-A-N, and it's my personal email, so it'll go straight to me and I would be happy to respond with any insight that I can. And then dropfunnels.com is the main place if you want to check it out and kind of see, even as an example of how we turn standard sites, or how we utilize standard sites into a sales funnel type psychology. But I'd encourage anyone to, no matter what platform you're on, or whatever you choose to use, to just remember that those principles are true. A confused mind will do nothing.
Jordan: And so simplifying, make things faster, think about your strategy, what do you want people to really do? And in any infrastructure that you're on right now, push more people into that way and eliminate the things that don't serve you, and I really think that that's a way to grow very quickly.
Kathleen: That's great advice. All right. Well, that is it for this week. If you're listening and you enjoyed this episode, please head to Apple Podcasts or the platform of your choice and leave the podcast a review. And of course, if you know somebody else who's doing amazing inbound marketing work, Tweet me @WorkMommyWork because I would love to make them my next guest. That's it for this week. Thank you so much, Jordo.
Jordan: My pleasure. Thank you.
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