Python for Entrepreneurs Transcripts
Chapter: Growth hacking basics
Lecture: Calls to action

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0:01 Once you're doing well the content marketing, rolling out a ton of great content,
0:04 turkey carving, sending out your email campaigns,
0:07 maximizing the number of people who ultimately open up your emails and click through,
0:11 and you get some tricks like open sourcing some code
0:14 in order to generate awareness and usage of you product,
0:17 and you've got prospective customers looking at your site.
0:20 What if they're just not signing up? If we take a look at the funnel,
0:23 after a prospective customer has decided to evaluate your product and sign up,
0:26 you've got to make it easy for them to actually go and do that.
0:29 Let's take a look at a few examples that do it well.
0:32 I already showed MailChimp as an example for email marketing,
0:37 but now I just want to show their home page.
0:40 Let's say you discovered MailChimp either by a recommendation of a colleague
0:44 or you read one of their blog posts, and you go to the home page,
0:47 you're immediately greeted with their value proposition
0:51 and a button to sign up, not only sign up but sign up free.
0:54 I'm sure MailChimp has done a whole lot of ab testing on this
0:58 to figure out how to maximize the number of people who actually go through and sign up.
1:03 And perhaps a lot of folks want to get started with an email list,
1:07 who would eventually be great customers but they're concerned
1:10 about paying money up front. And I know I was in this boat,
1:13 I wanted to start an email list for Full Stack Python
1:16 but I didn't want to pay 50 bucks a month in order to do that,
1:18 when I only had like five or ten people on a list.
1:21 So I used MailChimp, and I signed up for free,
1:23 I went through this process and it only asked me three questions,
1:27 an email, username and password, and I got started for free
1:31 and I was able to use that up to two thousand email users a month.
1:34 So what's great about this call to action on their home page
1:37 it just makes it as easy as possible for you to sign up.
1:40 Now that may or may not be applicable to your business,
1:42 if you're only serving enterprise customers you're not just looking
1:45 for just any person to sign up, your call to action maybe something like talk to sales,
1:49 and while at first blush that may seem not great,
1:52 because they're not actually going to be able to do anything
1:55 immediately with the product, that may be just fine for your own business.
1:58 So don't just blindly follow a call to action based on what other companies are doing,
2:03 but take a look at a lot of these onboarding flows
2:06 and see which one will most likely match up to the business that you are building.
2:09 Let's take a look at a couple of more examples.
2:12 So Trulia is a website for real estate and what they are trying to do here
2:15 is rather than get you to sign up for an account,
2:17 they really want to collect email addresses,
2:20 so this is a landing page that they created rather than their home page,
2:22 and you may get to this via some sort of google or facebook ad,
2:26 and what they want you to do is enter your email address
2:29 and then you can get a personalized estimate once you fill in some more details.
2:32 So this is super effective because there's not a lot of effort that goes into this,
2:35 you already know what your email address is,
2:38 you punch it in and you click the 'get my personalized estimate' button.
2:41 So something like this especially, if you have a much more expensive product,
2:44 can be more appropriate because what you want to do
2:47 is you want to get prospective customers' email addresses
2:50 so that you could follow up with them later.
2:52 Another example would be Zendesk, which is a software as a service help desk
2:55 and they're dealing with customers of many different sizes,
2:57 if you're building a one person business you could still use Zendesk
3:00 in order to handle your help desk tickets.
3:02 But they also have customers that are Fortune 500 companies
3:05 with thousands of call center employees,
3:08 so what they've done is they've recognized that they have two different customer bases,
3:12 and if you're a self starter you can just click start a trial,
3:15 or if you prefer talking to a salesperson, you can click up on 'sign up for a demo'
3:19 if you're not actually the one who is going to be setting up the software yourself.
3:23 So what can we learn from the three of these and many other call to actions
3:26 or on a customized landing page for various businesses?
3:30 It's no accident that the value proposition is very clear and in big bold letters.
3:35 There is either one or two buttons, preferably less is better,
3:39 and we see this in all three examples- value proposition, single button,
3:43 value proposition in the form of a question of how much your home is worth.
3:48 For your own business, if people are going to your home page
3:51 or going to a landing page that you've created,
3:53 but then they're just dropping off the bounce rate is too high,
3:56 simplify and make sure that the value proposition is very clear
3:59 and this can take a lot of iteration.
4:02 I'll guarantee that there was at least hundreds if not thousands of hours
4:06 that went into creating each one of these, what looks like really simple web pages,
4:10 it takes a lot of work to make something simple,
4:14 but simple is what converts the best, for most businesses.
4:17 So I recommend when you're thinking about your own call to action,
4:20 take a look at a lot of these onboarding flows, mix and match different pieces,
4:24 think about how that works for your own customers,
4:26 get your first version out there and then iterate on it like crazy
4:30 to determine what ultimately produces the most results
4:34 when measured in the percentage of prospective customers
4:37 that land either on your home page, on your landing page,
4:39 and get through the sign up part of your funnel.