211: Mastering Conversion: AJ Davis on Boosting Revenue through User Experience and Experimentation

February 15, 2024

Ever wondered how some businesses effortlessly convert visitors into loyal customers, while others struggle to turn clicks into cash? Uncover the secrets to mastering conversion as Jason Duncan sits down with AJ Davis to explore the transformative impact of user experience and experimentation on your bottom line.

AJ Davis, with a wealth of experience in optimizing user experiences, shares invaluable insights and practical tips on enhancing your digital presence. From website design to customer interactions, discover the secrets behind creating a seamless user journey that not only captivates but converts. AJ brings real-world examples and case studies to the table, offering listeners a tangible roadmap for success.

Whether you're an entrepreneur, marketer, or business leader, this episode is a treasure trove of wisdom that can reshape your approach to conversion optimization. Join The Real Jason Duncan and AJ Davis on a journey through the nuances of user experience and experimentation, and discover the keys to unlocking unprecedented success for your business. Don't miss out on this empowering episode of "The Root of All Success" – where insights meet impact!

AJ’s Website Link: www.experimentzone.com

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This episode is sponsored by Dubb. Up your email game and make videos that convert! Get two free weeks and 50% off your first two months with this link: therealjasonduncan.com/dubb

Episode Transcript

hey this is AJ Davis I was just on the route of all success with the real Jason Duncan we explored a whole bunch of different fun topics that you should listen along for but most importantly listen for my definition of success welcome to the root of all success with the real Jason Duncan a podcast that explores how the world's most powerful entrepreneurs unlocked success and how their stories can help you do the same a successful educator turned entrepreneur Jason has built multi-million doll businesses that have been featured in Inc magazine and Entrepreneur magazine his life's Mission now is helping entrepreneurs live what he calls # thee exit lifestyle introducing tedex speaker mastermind leader author entrepreneur cigar fishing anado motorcycle Enthusiast and host of of the root of all success the real Jason Duncan the real Jason Duncan hey there welcome back to another episode of the show I am the real Jason Duncan you could call me JD I'm glad that you're here with me today because I have another initial person like I'm JB and this is AJ hey we had a little bit of audio problems in the middle of the show we had to stop things so if the first 10 or 15 minutes of the show the audio is going to sound probably a little bit echoey we realized our mistake we stopped the show we re-recorded it so or we started over so if you hear the change or if you're if you're an audio snob like me and you say I'm not going to listen to this because the audio is bad just stick with me this is a great conversation you don't want to miss with AJ we did change the audio audio so stick with me so I got AJ Davis on the show today she is a she's someone who's really really good at cro and I know there's so many alphabets soup you know like what what does this mean what do these three letters mean there's CFO CEO CMO CTA there's all these letters what does cro cro is conversion rate optimization and if you're a an Ecom if you do anything on Ecom right whether it's a coach selling courses or you got anything you want conversions you don't want people just visiting the website you want them to convert to customers so what she does is she's an expert in converting those people she's the founder of a company called experiment Zone which helps online businesses grow through uh looking at scientific methods and how the user experience changes things which I have some specific questions for her today about that uh before starting that company experiment Zone in 2017 she led strategies on optimization for Fortune 500 companies and she even was the un uh the ux there's another letters user experience researcher on the Google optimized team uh for that product so please help me welcome the one and only AJ Davis to the root of all success hey AJ how are you hey JD so nice to be on today it's good to have you and I um uh I'm I'm really glad that we got connected although I don't remember how we did get connected so do you remember how we got connected isn't isn't isn't interesting how we like in this podcast world we get people in front of us like how did how do we meet and then it ends up being really really great so I'm glad you're here coming all the way from Austin coming all the way from Austin so Austin and Nashville are kind of sister cities in many ways we have a lot of things in common the music scene and um you know I think you guys are weirder than us but you're also maybe cooler than us we're pretty we're pretty proud of our weirdness I think we're happy to wear that our sleeves how long have you been in Austin eight years eight years and you came from where did you move from to get to Austin gosh I lived in a lot of places on my way here uh but I think I basically was running away from snow so I went to school up in Boston lived in New York thought I could handle snow like in Boulder Colorado still too much snow so here we get one or two days every few years and that's enough for me well speaking of snow we're recording this today's the 24th of January we recorded it and today is the first day in Nashville in over 10 days we haven't had snow on the ground this is It's been nuts here in Nashville for the last week and a half yeah we had a big freeze last week they we've had a couple of these years in a row we made the news two years ago but fortunately last week wasn't anything notable really except for having to stay inside and stay huddled up uh got some extra for my two pups so I enjoyed that okay so let's let's talk about moving from snow and geography let's look at what cro really is so I'm want to I want to talk about your business I want to get into that in a minute but first of all this this idea of conversion rate optimization and user experience um tell us a little bit about why that first of all is important and then we'll kind of dive into how you do what you do yeah I I think then another jargon to throw out into the mix is the word usability so that's what brought me into the world of cro and ux is this I I just get irritated when things don't work and I want other people to have a world that works for them so what usability is is everything it can touch everything so do voting machines are they something you understand how to use and you can click the right buttons for a website can you figure out what it's about and who you need to reach out to and how to do it uh for a product do you know how to use it and how it functions and are you able to really utilize it in your life without it being distracting or overtaking what you're doing so cro is a specific application of usability in the digital marketing world where we're trying to get the people that digital marketing teams are drawing to the website and getting them to take action buying a product filling out a form Etc so this so really cro is a function of ux right is that is that a correct statement so so user experience is kind of where it starts and then you you optimize the conversion based on the user experience is that is that correct I think it's controversial uh I I would say that's true but I also know that my background is in user experience before it was in conversion rate optimization so some people will throw in that it's really more about the data first and then you take the data and apply it to an experience I think if you think about your user first what information they need what steps they need to get that information and then the conversion it really is a customer Journey or user experience well yeah so I I agree I agree with what you say said I've actually got one of my clients I'm working with he is the creator of an online math tutoring software he developed this algorithm it's really phenomenal um um and and you and I'll plug it even though I wasn't really intended to it's called math celebrity. math celebrity. and when he hired me to help him for in my opinion it was the he had I don't want to go too much into his details because that's his details but he had let's let's just safe to say millions of people visiting this website every year and it sucked it was terrible user experience in my opinion was terrible but he agreed and he's like yes the user experience is bad even though we have millions of people coming and visiting this thing how do we he hired me to say how do we get this to a place where we're converting which is what you do right and I said this is why I'm working with him I said we got to fix a user experience because you like you've got a great product it works works really well better than all the other math tutoring softwares out there but this doesn't the user experience it sucks it really bad so that's what we're working on we've been working on this k seven eight months and we're finally getting the user experience turning the right way the new website was just launched we got a new app that was launched I believe what you said it's a user experience first now how do we how do we convert these people why is that controversial that seems to me to be completely like duh but you said that's controversial so I would be interested to hear what the other side is saying I think that conversion rate optimization has been born out of kind of a multitude of disciplines and so it mostly sits within companies and their digital marketing team and sometimes it sits under analytics so I think that might be part of the discussion is kind of the history and training of people who do conversion rate optimization I'm pretty unconventional I was on the product development side and did user research user experience research and then move to the digital marketing experience or side of things so in taking the skills from product development into the digital marketing world it's a bit of a kind of divide just in language in what we talk about so sometimes we talk about ux sometimes it's brand messaging but all those things add up to making sure you can communicate and provide your customer with what they need so let's go back in time to when it was Little AJ Little AJ is suffering in the snow wherever she was living as a child and then you were thinking about like what you want to be when you grow up you're like I can't wait to work on user experience and customer uh conversion rate optimization like when did the when did this idea I mean no kid is sitting around going I can't wait to work on user experience when I grew up when did you this become a reality for you like oh this is a thing I can do this yeah I look back and I thought like along the way I thought it wasn't really a clear path but looking back it all kind of adds up to making sense that this is what I do um my very first job I made spreadsheets to run softball stats for my local baseball team when I was 11 I was like calling the newspaper with stats so I was already kind of drawn to numbers and figuring out what works best um I studied economics and really fell in love with behavioral economics which is the question of what do people really do in the real world not do not just that we assume they're actors who are going to be rational but instead what do they actually do when face with different things um and then I had a hundred coffees with people when I wasn't happy with my first job I ended up in finance and didn't feel like my impact was fast enough I wanted to be able to change things right away and I met someone along the way in those coffees who did usability research I loved her energy I loved the kind of impact she had and I ended up going to grad school and kind of switching career paths into that um and then the move into c c as a subset came when I was in an offsite working at Google and we were whiteboarding ideas for this product that fit under the Google analytics Suite which became Google optimize so the things just kind of kept showing up in front of me that made it obvious that these things were calling for me all right I can I can buy that because nobody nobody goes straight into ux and cro that's that's crazy although today maybe maybe maybe because it's becoming such such um a normative thing people talking about user experience because you know that's a thing but you said that you had a hundred coffees with with people to kind of analyze what am I doing the right thing who gave you that idea to do that oh I'm sure someone did uh I was you know in my early 20s trying to figure out all kinds of things I one thing I really remember hearing about um I went to some Camp when I was in high school and I remember hearing that Bill Clinton had a list like a stack of index cards of all the people he ever met and one fact about each person and I really that polit politics aside I thought that was just a really smart thing to do is to keep keep in contact have kind of the sense of the humanity of the people you meet um and so I think maybe that planted the seed of being connected and like talking to people I probably read a bunch of books and what should I do to figure out what I want to do and Googled things and you know I don't know one coffee led to the next I was a pretty shy kid I was pretty shy still in my 20s and so the act of leaving each coffee with the intent of asking that person to introduce me to someone else gave it a bit bit of a purpose and kind of helped me overcome some of that fear of asking for something wow so did so did you really have a hundred or were there was there more or less was just a lot like was it tell me about the number yeah I think it was about 100 it took place over a year um and I was you know sometimes it would be once a week sometimes a couple days a week um but I just felt like I started locally with some people in this like Club at work I was in people that were friendly and easy to talk to and then they passed me on to other people and ultimately kind of found my way to this one particular person and I think I may have had a couple more coffees after her but I had multiple coffees with her because she was definitely someone I was like drawn to and wanted to be more like wow so so I have a friend here whose name is also Jason uh here in the Nashville area we haven't talked in a while but he runs a a Consulting coaching group called 100 cups Consulting and and it's exactly what you just talked about which is why it's fascinating because you're in Austin he's here in Nashville it's not like do you know Jason Elkin by chance probably not I don't I don't think so yeah yeah well like here's the cool thing like you're talking about what he does for a living he teaches people this is how you can begin the next step in your career next step in your business is go have a 100 cups of coffee with a hundred different people and just listen just listen so um Jason's be very happy to hear that you succeeded significantly as an entrepreneur doing his method even though you didn't know but he did that yeah yeah well he did it too he said you know he said the thing is I'm gonna go out let's take a quick break to thank our amazing sponsors for making this podcast [Music] possible as an entrepreneur I know that you have to deal with sales in a regular basis I mean every entrepreneur does and if you aren't paying attention to sales as an entrepreneur you're not going to be an entrepreneur for very long but I've got a sponsor of this show called dub that helps you bring the personal back to sales if you want to figure out how to improve content creation imp improve client trust uh improve your sales process decrease the Sal cycle because we all know time kills deals if you want to increase client bookings and increase conversions you need to take a look at dub there's a special offer for dub for listeners to the root of all success at thejason duncan.com duub and that's dub what dub does I've been using this for years I'm a huge fan and I'm so honored that they're our uh primary sponsor of the podcast but they have helped over 60,000 businesses around the world communicate better to make sales easier to make sales more personal and it's built dub is built for growing teams I mean you can set up video emails you can set up custom onboarding you can do admin reporting uh anything you need around video and sales and automation dub is there you can try dub now your conversions to sales are waiting all you got to do is go to thejason duncan.com sdub and there you're going to get two weeks for free to try dub Plus you're going to get 50% off your first two months of dub you can't you can't beat that so go check it out go to the real Jason duncan.com sdub thanks for listening to our sponsors now back to the show well it's interesting because Jason Jason began his successful career as a coach doing exactly what you did because he didn't know what to do he was coaching people in marketing he was doing all this stuff and he's like I just want to go talk to people and find out what they want he started having these these coffee conversations and then somebody along the way said this is your thing 100 cups is your thing so he started 100 cups Academy Hunter cups Consulting again this is not about him it's about you but I think it's really fascinating that you that this idea you started experiment Zone and your whole career in user experience and cro based on having 100 cups of coffee who was the I mean feel free to dodge the question if you want don't want to mention who it is but who was that one person you said you went back and had multiple coffees with her that kind of LED you down this path yeah she was she was at a a different company than what I was working in but she was also in finance and was working uh on usability at that company so I won't name her name but she was she's someone who's pretty you know low profile nonchalant about what she's doing um and the fact that I was able to find her meet her and connect with her and like be inspired by her was something that could have only happened with those coffees I wouldn't have come across her on a podcast or read her book or something like that that so I think sometimes we just need to connect with real people and hear their stories and feel their energy too yeah well your network is your net worth and so you went out and created your network which I'm going to assume helped you increase your net worth because now you're a business owner you're doing your thing so let's talk about experiment Zone um what that sounds like to me might be different than what it is so tell everybody briefly what experiment zone is yeah we're an agency that helps companies figure out how to take their investments in digital marketing such as paid ads SEO make sure that that traffic that they're working hard to get and paying a lot to get is converting on the website side so we're doing experiments research data analysis a whole bunch of things to utilize scientific methods to make sure we're making good decisions to drive to drive more conversion so uh I'm going to ask you to do something impossible but if you you can oversimplify this to everybody say okay there's there's one two or three things that you must do on your website to optimize the conversion what are those things I think a good starting place for everyone is that if people come to your site and they can't answer the following three questions they're going to leave and they will not convert so what who is the website for what is it that this website is selling or offering and then why should I work with this particular company to do this thing and time and time again I think you kind of alluded it to it earlier JD about we have entrepreneurs who are working really hard to build really incredible Solutions but they tend to talk about what they do in self-centered ways or in ways that are about the company and really what we want to do is talk about what we do for the people we're helping and the more specific we can be about who it is what it is and why us the better we can communicate and convert those people who um in your opinion um of the types of industries that you've worked with to help them convert change the way they convert or write their web copy position their website who are the worst offenders like when you come to them like these people are always doing it wrong who are these people oh that's good um I think what happens a let's just say Ecom in general right so let's say like retail Ecom so if in direct a consumer business if you look at the big brands of the world like Amazon Nike Etc they don't need to tell you who they are because we already know who they are and so you get some companies that are up and coming in the growth stage and they assume that they can also kind of skip over who they are and just jump right into product so generally it's kind of that those companies that are modeling after the big players that are missing this key element isn't it interesting I was talking with a friend of mine this morning we were having coffee about podcasting in general and I know you've got a new podcast coming up what I'm going to talk about in just a minute but isn't it interesting that when we try to develop our own thing as individuals like you're doing a podcast I do a podcast I'm a coach you're helping coach people through these things that we look to the people who are performing at the absolute top and we say I want to do it exactly like them now on the surface that sounds reasonable and right but the reality is you can't you can't you can't match Nikey because we already know who the heck they are you can't match Joe Rogan like Joe Rogan does not do intros on his podcast like if you don't know if you didn't read who he's interviewing and you don't recognize the voice you're not gonna know because the first thing he says hey man how you doing how's things been going like what is this crazy what we're seeing in the news like he goes straight into a conversation with no introduction so if we take him who's got a million downloads a week or a day or whatever it is and say well I'm want to be it like him you're G to fail so I love what you're saying there is that you help these Ecom companies figure out these three questions who is this website for or Pro or product what what is being offered and then why should I work with them I I find that those three questions are really hard to answer as a business coach who has my own website I find that difficult to answer what do you help people figure out and how to answer those questions how does experiment Zone help a website whoever is behind the website answer those three questions because it sounds simple but I know it ain't because it if you wouldn't be in business if it was simple everybody already be doing it yeah and and there's so many ways you weave that into site experience too so to to just know the answers to the question as you said is really challenging and there's a lot of different research you can do to get into that but you can also test out assumptions so some companies will come to us and they'll say um we're a shoe company for everyone okay well let's let's really talk about that and figure out who has been buying why are they buying what kind of problems are you solving for those people what can we find is like the Common Thread um but for people that come to us and they have a hypothesis already of who we help them bring that message to life so maybe they know that they're making running shoes for people with back problems well that's something you can directly take and put on every single landing page and oftentimes they they know a hypothesis of who it is maybe they need some validation and some additional research to confirm that or the specific wording but then really where we're applying it again and again is how to actually test it in the real real world to see how people respond I'm looking at your website right now everybody go go check this out at experiment zone.com you've got a you've got a tab at the very top called case studies and I'm I'm looking through here like one of my clients is in the insurance business so I clicked on that case study and your result at the end is 26% increase in qualified leads through the website because you ran six tests over six months so when you run these tests how do you do that I mean how do you how do you test what's happening what's obviously don't give away your secret sauce publicly but what how do you do that yeah I mean the there the piece of the puzzle that is public and other agencies are doing the same thing is that there are tools that will allow you to run two different user experiences on a live website um they'll run for 50% of people let's let's just call it a button test 50% will see a red button 50% of people will see a blue button you connect that dots on that and the data that you have and see do they click it more do they go to the next step do they order more often and the real kind of secret magic is how you get to should it the test be about uh blue button or a red button or is there something more sophisticated we can be testing around the journey or the needs or the message wow so it's not just answering those questions it's also the aesthetic of the website it can be aesthetic it can be do I see this page you know sometimes we'll run a test do you need to see a cart page or go straight to check out we'll run tests about you know we've redesigned whole homepages or change how your product images which ones display automatically or by default so so there's a bunch of different things you can test but the kind of the magic in it and what really draws more conversions is not just doing the easy stuff but really getting into like what are the fundamental goals of people on your site what are the problems that stand in their way and then what are some solutions that you can do from a ux or brand positioning statement to solve those problems and get them to convert so we we call that GPS we help navigate through your goals problems and solutions wow isn't it I think it's fascinating AJ that there is a there's a whole industry as in what you're doing because I think it would seem like which most people operate this way it's like okay I have a website what else do you need from me like that's all I need I've got a funnel everybody says you need a funnel so I got a funnel and I got a I got a CTA button what else but there's just so much more to it because if if you know if we do it the right way we get conversion and I think that's where you're at the cro conversion rate optimization how do you how why do you believe you've been so successful at this as opposed to anybody else doing this what what kind of is the key to the thing that allowed you to be so successful I think coming from a product design world we make a lot of uh informed decisions about product design based on research and data and other things but we really really think about the user first and I think other cro agencies don't necessarily have those muscles to be able to prioritize and kind of get into the minds of the customer so we pair ux research methods with the ab test to make sure we're really uncovering like the fundamental problems that exist and not just a Playbook of hey we've seen this work with other clients so we're going to do it with you so we're really like digging in deep to figure out what are the root problems that are keeping someone from becoming a customer okay and then what like if you had to define success in your own words what would you how would you define that uh you sent sent me this question ahead of time JD and I've been thinking about it because I am such an iterative person my my business is literally called experiment zone so for me everything is an experiment um but I kind of broke it down I think it's changed for me over time what success looks like because first it's knowing you need to know stuff to be able to do things right so first building out knowledge you have to be successful in learning and finding out what you need to learn um next is having enough wealth to be able to take risk in your life so maying smart decisions financially and saving can kind of give you that base to start taking bigger risk in your career and then from there it's Clarity because if you have a sense of what your goal or your purpose is you'll know if you're successful at Meeting those goals or not if you have a clear sense of what the goals are in the first place I've been asking this question to every person on the podcast for 212 episodes you're episode 212 I've never had anybody answer it that way that is really really interesting so let me congratulate you first on a really unique answer but let's I want to I want to dig into this I don't normally do this normally I'm like okay that's great let's go let's go to the next question but you said something very interesting you started with first knowledge and learning I no no arguments there 100% get it you got to know stuff in order to be successful got it the second thing you said I think is where the the interesting part for me comes in is that having enough wealth to take risks now a lot of people have answered this question in financial terms having enough money to do blah blah blah what I want where I want when I want with whom I want Etc like a lot of people say that but you just you just said this AJ in a way that makes me take a pause and go oh that's good having enough wealth to take risks now for you I don't know your financial situation but having let's say uh $100,000 of extra cash flow in a quarter might be the exact number you need to take the risks you need to go somebody else may need a million somebody else may need $100 doll they don't know so so I would say if I'm reading into this correctly and could speak to my audience as a coach to say that is gold what is your number don't go on what Gary ve or Grant Cardone says you got to have because they're going to tell you you're poor if you make 400 Grand a year like they they're going to tell you different things your level of wealth that you need to take the risk to become successful is different than theirs I think AJ that was that's gold I I I really I don't know if you thought I was going to take it that deep but I I really really like that so congrats on that qu anything you want to follow up on that what I just said yeah I think there's kind of two parts to it one is what you're getting at like as an entrepreneur now how much and as a business owner how do you calculate and figure out what wealth you need to continue taking risk and then I think there's also a risk- taking and maybe I'm a little risk adverse actually by default financially which was I had pretty traditional jobs until starting a company in my late 20s so I think for you know to some people that's young and I was you know jumping in and able to take risk but for other people they need kind of more experience or some people might be 17 years old and running a company so it's very personal for how much risk you want to take in your personal life but for me it was being able to not have to worry about what my grocery budget was each week and having enough retirement saved up to just feel like I could take risk for a number of years and if it was zeroed out for that time period I would still be okay in the long term in my life for healthfulness travel family all the things that I care about well by that definition of of as you said in three pieces having the knowledge to do stuff to know stuff having enough wealth take risks and having Clarity by that definition do you consider yourself to be successful oh that the other question I love this one um yes and no I mean I think the clarity piece is something I'm constantly examining right what are my goals for experiment Zone what are my personal and professional goals are am I hitting those or not and so I find myself being successful at specific objectives which I think overall averages to success but then there's other areas I'll fully admit that I failed or haven't started up and want to do and so I think it depends on what aspect we're thinking about or kind of I I think it would be unsuccessful to choose that I'm I'm done and have succeeded if that makes sense so I think there are certain things that I've um for example I'm I'm working on a book project I'm not really announcing it publicly but I'm just going to name it because it's on my list of goals I want to publish a book and I'm in the early stages of that what I called it successful yet not yet but I am showing progress and I'm feeling success so far and where I want to be um am I successful in other parts of my life abs absolutely are there areas where I wish I could be more successful or put the bar a little bit higher to achieve it absolutely so H I wish I could have just a yes or no answer to this but it depends on what we're talking about it's all good I mean because success is totally totally relative because your definition and what you achieve and what you consider to be success is going to be different than the next guy I mean like I I I was mentioned just a moment ago I mean Grant Cardone just recently was talking on a podcast about he can't imagine only making 400 Grand a year he said I would feel like a failure as a father and failure as a husband if I was only making 400 okay I get it like he's a billionaire you get you know at that point that that is how he feels but that's not the standard of success for everybody that is not somebody could say I can't imagine not making 40 Grand a year 40 Grand a year I would feel poor if I didn't make 40 Grand okay so your definition of success which is why I ask every guest is relative to your experience and so don't let another person's level of ambition or level of happiness or level of success Define yours so I'm really happy that you you gave that definition I'm also you know the fact that you're not really sure where you're at in any given time like you're you're that's okay that's all right now let me ask you this so you've built a very successful company you're helping all these businesses become better at converting which is why they're in business to begin with it's not just to have a lot of people visit the website it's about converting them so what is your best piece of advice for the people who are listening who are entrepreneurs trying to figure out okay I need to do something better to become successful what what would AJ Davis say that they need to do I think there's two pieces to this one I would say the first thing that came to mind was experiment and a lot of startups and a lot of entrepreneurs are already good at this piece but they're missing the hypothesis they have ideas and they think that they're going to run with but they don't take the time to say if the the measure of success will be on this time period this amount of lift or this amount of something um they're just saying let's change the homepage or let's release this new product and see what happens so it would be experimenting with a layer of understanding when you're going to succeed or not and whether to turn off that experiment or not um the other thing that came to mind is listening and I think this kind of speaks to that thread earlier around coffees but it also speaks to your customers if you can ask questions and listen to the person on the other side and in fact i' love to offer to some of the startups that I advise to actually record the conversations with prospective people or prospective C uh companies and listen to how they talk back like ask them at the end of the question at the end of the interview what does my company do like how would you describe what I do and take that like verbatim of what they describe because because that's how you should talk about the company right you should use your customer's words to talk about what you do not just your own words and I think a lot of times we have a really high sense of this idea of what we do and what we want to do but when we can listen to our customers we will connect to other people like them if we use their words I also think it's interesting that your advice is obviously experiment that's what you do it's experiment own but but this idea of listening um isn't that what experiment zone is about you are listening to the customer that's all you're doing you're you're setting up a situation where you're analyzing it in a digital you know non-invasive format but you're analyzing and listening did they click the red button or the blue button I'm just listening which one are they clicking did did they did they stay five minutes or did they stay five seconds I'm just listening so I think your 100 cups of coffee that you did to listen to people to figure out what the next Direction in your life is going to be you you are just looking at the same thing as an running an experiment zone is the same thing you're just having a 100 cups of coffee with website visitors and you're asking them questions without them knowing you're asking them questions I think that's very very very fascinating so AJ thank you uh for sharing this wisdom with me I want to repeat back to the to everybody listening the three questions that your website got to answer number one who is this for so you're it's not about you it's about them you need to answer the question who is this for number two what is it you're offering it needs to be very clear and number three why should I work with this person so your qu your the answer is or the the question that needs to be answered by your your website is why should someone want to work with you why why is it they want to work with you answer those three questions and I would recommend you reach out to uh to AJ and her team at experiment zone.com and check that out now you also have a podcast that you're about to start up called The Experiment Zone podcast you want to talk a little bit about that yeah I'd love to so over time we've had a lot of conversations one-on-one where we give audit advice so it's based on our best experience we look at websites and we share feedback on what we think can help convert we've decided to turn that into a podcast so you can see us have live conversations usually about 15 to 20 minutes where we're looking at websites with the the CMO or with the founder of the website and getting their input on what they're trying to do where where their customers are blocked and then we give them actionable advice so for listeners they can pull up their own website and they can see how that applies to their own business so I'd invite your podcast listeners to reach out to us at experiment Zone if they think they have a website that could use some conversion advice that is that is great that is a great show idea I want to be on your show I want you to rip me apart I want you look at my website and go Jason you're doing this all wrong man you got to get this figured out I yeah I think that's great and doing it in short Snippets and it's going to be a some I think an amazing conversion tool for you to get people to say okay I saw do this on 18 other websites they've earned my trust I want to I want them to do my site not just on the show but I'll hire them to do it so I'm going to give you the last word today AJ as we get ready to close down the show for today you have the last word to speak to the audience and anything you want to talk about it's all yours go ahead I would encourage your audience to take some time today to figure out what their number one goal is I think a lot of entrepreneur I think a lot of entrepreneurs struggle with figuring out what their priorities are they have a lot of things they're trying to do and the one thing that's really helped me move experiment Zone forward is to narrow my priorities and put them in order so that at any given moment I know what I need to focus on to move the business forward love it making it very clear well AJ thank you for being on the show and I want to thank everybody for listening to this so if you're in your car driving along and you just listen to the show with me and AJ talking about all this stuff I I want to thank thank you for taking the time out of your schedule to tune in and listen thank you for subscribing to the show and remember this is a YouTube this goes out on YouTube so you can go to youtube.com theal Jason Duncan and there's a playlist dedicated specifically to this show the root of all success and you can listen to she's episode number 212 there's 21 other episodes that you can go back and listen to same types of questions what what does success mean how do you become successful what is your biggest piece of advice so if you're looking for some free indirect coaching from a master business coach and his guest this is a place to go do it so thank you for being here today again big thank you to AJ for being on the show remember those three questions your website needs to answer is who is this for what is being offered and why should this person work with you that's what your website needs to answer go look up the experiment Zone podcast it'll be coming out to a podcast player near you very soon and then finally don't forget to look up experiment zone.com go check it out she's got a lot of case studies on her website I'm flipping through this right now there's a um I didn't count but 2 4 6 8 10 12 15 or so case studies that are probably on there that you can read and then she's on the experiment zones on Instagram Facebook and Linkedin all the places go out there and find her but until next time when I interview yet another very successful entrepreneur about his or her journey to success I am as always the real Jason Duncan and Jesus is King attention business owners attention business owners feeling burnout from running your business uncertain if you're nearing burnout take our free tin question business burnout test at business burnout test.com to discover where you stand with just 10 quick questions you'll learn how to immediately begin making changes to regain freedom and success cut your daily operations time in half improve your quality of life and prepare your business for your future exit without losing revenue or profit visit business burnout test.com now and take the test thank you for listening to another edition of the root of all success with the real Jason Duncan if you've enjoyed this week's episode visit the root of all success.com to access the show notes and other helpful resources follow Jason on social media at the real Jon Duncan see you again next time here on the root of all success [Music]

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211: Mastering Conversion: AJ Davis on Boosting Revenue through User Experience and Experimentation

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