If a girl walks into a bar and sits next to you, is the best thing to do really to ask her to marry you? We see this every day -- traffic is continuously hammered with action calls, only leading to a nominal percentage of conversions. The truth about traffic is that it's just not ready to get married yet. We explore how to market your products or services with magnets instead of sledgehammers, and how creating proprietary traffic sources allow you to buy your traffic instead of renting it.

1. @eyaltoledano
eyal@sociablelabs.com
1. B2C, B2B Growth & Product dude
• Expertise: 0 to 1
2. Previously @spoil, @flatbook, @playigl
3. Currently @SociableLabs building world-
class Refer a Friend programs for
leading E-Commerce brands

2. The Truth About
Website Traffic
MTL + Ecommerce
by @eyaltoledano

5. 2 Ways to Source Leads:
1. Tactics (spikes)
2. Systems (drip)

6. Tonight:
Walk out with a
system in your head

7. A girl walks into the bar and
sits down next to you…
Your WebsiteVisitor

8. “Will you marry me?”
- You

9. BUY NOW!
SIGN UP!!!
FREE TRIAL!!!!!!

10. me me me me me me
me me me me me me

12. You might be getting
1%-2%
to convert already!

13. but…

15. EVERY DAY

16. 1% conversion
aka
x,xxx visitors

17. That’s hard.

18. “We have a great offer! We
just need to get it out there
and people will buy it!”

19. You Don’t Have
A Traffic Problem

20. Website traffic is
a commodity.

21. Talented Marketers Look at
Traffic The Same Way…
• Farmer => Fertilizer
• Trucker => Gasoline
• Clothing Manufacturer => Cotton

22. TONIGHT’S DINNER

23. ???

24. ???

25. ???$0 to $9.99 CPC

26. Traffic itself is not a
problem… but…

27. If everyone is paying the same $/click,
how do you get an edge?

28. Real-time bidding platforms
(i.e. Adwords, FB Ads)
Supply: Audience Size
Demand: # of other competing
bidders

29. Real-time bidding platforms
(i.e. Adwords, FB Ads)
Supply: Audience Size
Demand: # of other competing
bidders

30. Real-time bidding platforms
(i.e. Adwords, FB Ads)
Supply: Audience Size
Demand: # of other competing
bidders

31. “Your margin is
my opportunity.”

32. “He who can pay the most
for a new customer, wins.”

33. Amazon’s system knows…
1. How to measure what traffic is worth
2. How to extract maximum immediate
value from that traffic

34. You don’t “pay” for traffic.
Traffic “pays” you.

35. Building A System
in 2 Minutes

36. STEP 0
Product/Market Fit

37. STEP 1
Make a different
initial offer using a lead magnet

38. From
Buy Now
to
10 Free [Category] Tips
(in exchange for an email)

39. Report/Guide
Toolkit/Resource List
Software Download
Quiz/Survey
Blind/Sales Material
Cheat Sheet/Handout
Video Training
Discount/Free Shipping
Assessment/Test
Step 1 of Order Form
Types of Lead Magnets

40. Ultra Specific
One Big Thing
Immediate Gratification
Shifts the Relationship
High Perceived Value
High Actual Value
Rapid Consumption
WHAT MAKES A GOOD LEAD MAGNET?
Speaks to a Known Desired
End Result

41. A small commitment (email)
with A LOT OF VALUE

43. Building proprietary
channels allows you to
buy traffic instead of
renting it.

44. Step 2: The Tripwire
ON YOUR THANK YOU PAGE:
make a one-time,
UNBELIEVABLY GOOD,
SELF-LIQUIDATING OFFER

47. One purpose:
Turn your lead into a
buyer, even if it’s $1

48. Your system sends you an
inflow of people that have
already bought from you

49. Example: Guitar eCommerce
Clicked Ad
Guitar Conversion
(Avg. $200)
1%
$1,000
$1.50 CPC
$142-$166 CPA
$1,200-1,400 Revenue
~1.4x return
666
visits
6-7
conversions

50. System: Guitar eCommerce
Clicked Ad
Lead Magnet
40%
$1,000
$0.50 CPC
2,000
visits
800
emails
$9 Tripwire
(Guitar Picks)
20%
160
buyers
$960
10%
Guitar Conversion
(Avg. $200)
16
buyers
$3,200

51. System: Guitar eCommerce
Clicked Ad
Lead Magnet
40%
$1,000
$0.50 CPC
2,000
visits
800
emails
$9 Tripwire
(Guitar Picks)
20%
160
buyers
$960
10%
Guitar Conversion
(Avg. $200)
16
buyers
$3,200
$62.50 CPA
$4,160 Revenue
4x+ Return

52. $1 in.
$4 out.
(PUMP IT)

53. FRINGE BENEFIT
YOU ARE NOW ABLE TO
SPEND MORE TO ACQUIRE
CUSTOMERS THAN YOUR
COMPETITORS CAN.

54. Marketing with magnets.
Not sledgehammers.

55. Grow Your Ecommerce
with a Referral Program
Sign up by March 31st, 2016.
Your first 500 customers will be on us.

56. KEEP
CALM
AND
BUILD
SYSTEMS

57. merci
http://bit.ly/traffic-truth