March 18, 2020

FFR023 - The Ultimate Tool To Optimize Your Funnels with Mikael Dia

FFR023 - The Ultimate Tool To Optimize Your Funnels with Mikael Dia

Scott: Hi everyone this is Scott Dudley from Funnel Fella Radio and we're up to Episode number 23 today. So so far it's just been basically me going through a series of marketing case studies... so I've decided to branch out a little bit and ...


Scott: Hi everyone this is Scott Dudley from Funnel Fella Radio and we're up to Episode number 23 today. So so far it's just been basically me going through a series of marketing case studies... so I've decided to branch out a little bit and start to interview some marketing experts around the globe. And today it's my pleasure to welcome Mikael Dia, Founder and CEO of both White Coat Digital and also Funnelytics. How are going Mikael?
 
Mikael: (inaudible)
 
Scott: Excellent... so maybe we'll start off with your background and how you got into funnels.
 
Mikael: So I got into the world of funnels back I think in 2012 very early 2012, late 2011. I was learning all this sort of stuff around marketing tactics and and I learned a lot of stuff around you know
selling, online affiliate marketing, you know building review websites, SEO ranking on on you know on Google and all of this kind of these kind of tactics around like... how do you make money online. And then one day I stumbled across a guy that you're very familiar with... his name is Russell Brunson this was back in 2012, like very early... and he had a program called Dot-Com Secrets X at the time and
basically in his VSL in his sales video, he he explained the concept of a funnel and a follow up sequence which I had never thought about before... like just capturing a lead and and turning that lead into a buyer. And that's really how I got into this world of funnels... like I
from there... I just went all-in, like I just saw that this was the answer to how do you turn a stranger into a customer, and it has to be methodical, it has to be measurable. And once I really started
understanding the concepts of funnels, that's when a lot of things changed for my businesses and and for myself.
 
Scott: Excellent... yeah it's a lot better than just having a website which is basically an online brochure... so yeah.
 
Mikael: Exactly exactly
 
Scott: Alright, so for those of us that don't know... can you tell us a
little bit about Funnelytics and what it provides for its users. 
 
Mikael: So Funnelytics was something I built out of my own kind of
need, my own necessity. I was running my agency which you referred to earlier... White Coat Digital. We were selling funnels as a service to our clients. We were helping them set up their landing pages, their sales pages... you know basically the entire funnel. And we would send traffic to it... and this was back in I started my funnel agency back in about 2014. And at the time, you know ClickFunnels had just come out and it was still relatively new the concept of funnels. It was still very very niche and explaining funnels to people was very, very difficult... right. Because they didn't know what the hell I was talking about... like they didn't really understand it. So we had to kind of diagram out these pieces and then we got a person (I think on Fiverr) to create little icons for us. Then we would upload those icons into PowerPoint and we would draw arrows and connect the funnel together right... and show our users that these are our prospects, and this is what we would build for them. But then at the end of the day, measuring the results of these funnels was always a massive pain because you'd have to look at charts and graphs and spreadsheets... so I thought wouldn't it be really cool if I could just map out my funnel onto a canvas just on my computer... just drag and drop almost like, a you know a lucid chart, or a diagramming tool. And then just hit a little button and see how people will flow. I'll see what my conversion rates are from point A to point B... see where the drop-offs are... just visually be able to overlay my data on top of this funnel map... just like I would on a whiteboard. And that was the idea, that was the concept of Funnelytics. And we went and built that tool and that's kind of our core business now. We've scaled this relatively quickly and always continuing to make it better and all that. So yeah that's that's it in short...
 
Scott: So it's sort of like the perfect example of solving a problem for
yourself and then using that system to then sell to other people isn't it?
 
Mikael: Really yeah... exactly it was really to solve a problem for myself and yeah eventually it just led into its own little business I guess.
 
Scott: Yeah all right... so we've gone into your background a bit so are you able to share what projects you are up to currently?
 
Mikael: Yeah I mean Funnelytics is the only thing, you know, I think about and also a program for funnel agencies and people who sell funnels as a service. It's called FaaSTRACK.. which you are a part of
actually. So these this are the two core focuses really. We help funnel agencies, we help people who sell funnels as a service to systemize their actual agencies... and leverage funnels. And then of course we sell funnelytics as a tool by itself... so those are kind of our two core projects that that were 100% focused on.
 
Scott: The two projects fit in together perfectly like a marriage made in heaven.
 
Mikael: Yeah yeah that's cool the whole point, right?
 
Scott: Yeah so alright.. so other than Funnelytics what are your favourite tools or platforms that you like to use to build and optimize funnels?
 
Mikael: Yeah it's a good question and you know it's not so much about the tool itself, as it is about with the functionality and and the what you're trying to get the tool to do for you. So like for example, you know there's basically five phases of a funnel that I like to think about. And this is how I also optimize funnels... so I'll kind of marry those two thought processes together, so the first phase is the conversion point ,right? Which is like your order form and afterwards, right? So the minute somebody puts in their credit card and then the upsells the down sells, all the way up to the kind of that thank you confirmation page. So from that standpoint, ClickFunnels is really great. SamCart is a really great tool, you know, those are my
kind of two favorites... but there's a bunch of tools that allow you to to make that conversion point happen. Now of course, this is if you're selling something online. If you're getting people on the phone or e-commerce, that's a separate problem and you'd use separate tools... but if you're selling like a digital course or something... you have to think about that conversion point. so SamCart  or ClickFunnels. Then you've got the actual sales... the next step is the sales mechanism. So what is the mechanism that
you are using to drive people to that order form, right? So whether it's a sales page or a webinar or a mini class or whatever, whatever is that sales video, like what is that mechanism to drive people over to that conversion point. And I'll use anything like ClickFunnels or I'll use EverWebinar on my WordPress if I'm if I'm setting up something on WordPress. I'll use EverWebinar as a as a plugin or, you know, WebinarJam or Zoom if I'm doing a live webinar, or EverWebinar if I'm doing a kind of pre-recorded webinar, or  just ClickFunnels... so that kind of covers, you know, to get people to that sales mechanism. Usually you have your follow-up sequence right, so you've got to convert that person into a lead. And then you're gonna follow up with them, right? So Drip or ActiveCampaign are my favorite tools for that follow-up sequence in order to generate leads. you've got to
actually like convert a a stranger into
a lead get them to give you your email
address a bunch of tools they're
Unbounce or again click funnels one of
my favorite tools it's click funnels
because it kind of covers so much of
this yeah click funnels for lead gen and
then of course then you have to drive
traffic to these late landing pages and
of course that's where ads come in you
know depends on where you're you're you
know dream customer hangs out so
Facebook Ads LinkedIn doesn't matter
there so yeah those are that's the list
of tools right there
all right just quickly what about
something for optimization like these a
hot shower or VW I will know I use
funnel it all right guy for the whole
thing yes yeah so the only thing I I'll
use something else for is you know yes
sometimes only install a heat map if I'm
really really stuck on as to like
what's what's happening so a hot jar
yeah but ultimately I don't care so much
about the individual page because I can
see I can see a lot of that data inside
of funnel it except you know how to use
funnel legs properly you can get most of
that information that you need through
funnel it explint
you run the split test inside of say a
inside of click box right I'll just
usually do always a a be test like two
URLs I'll never do sometimes I'll use
Google experiments or something like
that to to just which is basically bwo
so those are those are kind of the tools
on the optimization side all right now
Larry's so I just off the top your head
it's a sort of like an example of a
marketing test that you've done just
provided some bizarre result that you
never thought was possible
yeah I mean I've done a lot of marketing
tests in the past you know there's a lot
of there's always a lot of kind of ideas
around like what what you should do and
kind of people follow a playbook too
often but once you once you've done this
for long enough you start to realize
that following the PlayBook is is gonna
get you PlayBook results right it's
gonna get you kind of your average
results yeah and it's the only time that
you can go beyond that is by
experimenting with new ideas and and
trying new things that people don't
necessarily talk about so both know I'll
just one off the top of my head that I
can think of when I first kind of a lot
of fun elixir for the second time I
think I I launched funnel it eggs
the second beta group that I brought in
i I did something that I never really
speak as seen before which was a launch
within a launch so what we did is we we
opened up the the cart and I wanted to
try to get like I think 150 or 200
people I don't remember the exact number
but I wanted to get 200 people to buy
and I didn't really care how long you
would take I just wanted to hit that 200
because the number of people
mattered more than the amount of revenue
for me like it wasn't about that it was
about how many people can I come in so I
can I could get them to test my product
and all this stuff so I opened up the
cart say on let's again I don't remember
the exact days but let's say it was on a
Thursday so on a Thursday I opened up
the cart and then I start I keep
promoting keep promoting and then around
the Tuesday or Wednesday of the next
week I started to know what is that
sales just you know it started
stagnating right like it was a big peak
and then it started kind of dropping
often and I was like okay how can I get
the momentum back how can I get that
momentum to come back so what I did is I
built a very very quick simple sales
page with a very simple three-minute
video I took a piece of the core offer
and I segmented it out and I said all
right over the course of just this next
weekend so from Friday up until Sunday
I'm going to only promote this one thing
and then the upsell is gonna be the main
thing that I want people to buy to begin
with so for over you know five six days
maybe seven days they were being told go
buy this thing go buy this thing go buy
this thing and then as I got you know
the message kind of started fading a
little bit right because people were
getting bored and tired of hearing me
tell them to go buy this thing I
switched it up and I said hey for the
next 72 hours I mean they give you this
thing but it's at a super cheap price
and it was one of those kind of sexier
pieces of this right so for the next 72
hours you can go and buy this thing so
now it gave me another excuse to keep
going and saying go buy this one go buy
this one go buy this one and I made this
you know the main thing the upsell and
it just added an extra like twenty five
thousand dollars within you know that 72
hour period of just getting people to
buy this small one and then up selling
them to the the bigger one and then I
retransmission back to kind of keep
pushing this by saying like hey we're
almost out of our spots go and buy buy
buy and then so it was cool it was like
a launch within a launch and it actually
ended up creating pretty pretty awesome
results okay that's
never actually heard of that that's good
thinking yeah no I never heard of it
either and it worked
awesome alright so here were your
marketing idols or the biggest
influences on your career yeah I mean
there's well um you know obviously like
I said before Russell Brunson was a
massive yeah you know me I am you know
this was way before clickfunnels way
before any of that stuff so this is back
in in 2011-2012 and he was a massive you
know influence in terms of my thinking
around this stuff
Dan Kennedy in terms of how i think
about copywriting and all that frank
kern of course Ryan Deiss digital
marketer all the guys over at digital
marketer are fantastic so you know your
typical kind of marketers right your
typical the guys who are moving the
needle in this world right now there's
obviously others when it comes to when
it comes to running a SAS business and
not necessarily a marketing you know not
thinking about marketing but thinking
about SAS you know air grease in it the
lean start out that so I've got a bunch
of books here so you know anything
related to SAS and scaling and growth
hacking and stuff like that has also
been a pretty big influence in my
thinking yeah I've been reading about
Salesforce recently that's pretty
fascinating story for a process company
yeah absolutely it's pretty cool yeah
anyway alright so where can people go to
find out more about fun oolitic in
Alaric's at i/o Vaughn already thought I
oh and if you want to learn about how to
you know really run your funnels as a
service agency go too fast agency comm
SaaS agency comm fast stands for funnels
as a service and yeah our funnel it
exotic if you want to get access to our
tool and and have some fun there yes ice
free mapping tool and you can get
started on that and then
if you want to take it further then you
can upgrade to the to the main package
so definitely check it out
exactly all right awesome thanks off
your time Mikael, I really appreciate
that
we'll call it a night or a day for you
and yeah all the best Thanks
thank you very much okay