there's no hook no words other than visual stimulus we have these ladies and this handsome man here today we're going to be roasting some funnels as always I put a call out to my Instagram to the fine folks that want to get their funnels roasted and that's exactly what we have today I have a video that has been DM to me let's give it a watch hey suby my name's Elliot I'm a massive fan of your work and I'm joining you from tasmania's best doing Beach just kidding I just wanted to grab your attention cuz
I know you get more of these requests than swingers get STDs at a 50th birthday bash but please please please roast our funnel we make a lot for the latest iPhone that's in effect an advanced Instagram video filter that transforms Apple's log from this to a $100,000 Cinema Camera the Ari Alexa used to shoot the best films in the world right now please roast our prage much respect over an hour boom boom and roast your page I will my man so let's dive in so first of all we open up the page the one lot
then we've got some navigation on here iPhone BMP CC 4K plus 6K and about it seems that the structure of this page looks like a landing page however you also have navigation on it if you're sending cold traffic to this page then you do not want to have navigation on there because that is what we call a conversion bleed and it just murders money so we don't want that and then the first thing we've got this video with this attractive lady on here there's no headline on here but let's just play this video and see
what it's all [Music] about all right so we are 23 seconds into what is a 1 minute and 15 minute video very very visually appealing we have these ladies and this handsome man here and it's showing me you know it's sliding it's showing me this is what it looks like when the L is applied but there's no hook there's no words there's no anything other than visual stimulus and I get it I get that it's a visual product but you still need to walk me through what it is that you're showing me in this video
you might get to that but I'm just saying we're 23 seconds into it and we haven't got there yet so I'm going to keep letting this thing roll and we'll come back [Music] all right I'm going to skim through this thing cuz we're we're more than halfway through and it's kind of like just a loop of showing all this kind of grade footage you know have have this L applied to [Music] it all right so we've got now as we get to the back half of it it's showing us what a 18 to 35 on
an f8 exposure I take it is that the right correct terminology cameraman so at least we're starting to get something else even though that it's not being represented by a voice over where we've got the visual [Music] elements okay now we're getting to the juice so at 1 minute and 9 seconds into a 1 minute 15 video we have these videographers and they've got the Ari Alexa here you're getting the comparison leaning towards in the actual visual element of it I definitely put this stuff further up in it and I'll get to critiquing exactly what
we need to do to this thing to make it pull its head off but I'm going to go through give you a whole critique and then we're going to get to roasting first of all what I will say is visually it looks amazing I really like the 80s like kind of retro music on there and you've backed that up with the whole Vibes of the models and whatnot you know there's a saying like you want to show don't tell that is true you do want to show don't tell but the best thing to to do
is to show and to tell because you want to hit them with all the different modes that people use to input information into their brain and we're only relying on playing this video right now and having that sell and do all the heavy lifting for us we can't also leave it up to chance that people actually understand what a breakthrough this is and exactly how this is going to help them and all the different use cases and applications for that just through the actual video itself we've got to tell them and it's very very cost
effective way you can just write a script upload it onto upwork get a voiceover artist to do it and have it so it's like that 1 minute and 15 seconds is very very impactful with the overall message that it is that you're trying to get across so as we scroll past the video This is the first part of copy that we've seen on the whole page transform your iPhone footage into the gold standard of digital cinematography the ARA Alexa look on iPhone the headline that sits it's above the headline is not bolded so in terms
of like is that the headline or is the ARA Alexa look on the iPhone the headline I don't know because the hierarchy of where my eye needs to go isn't quite there utilize the iPhone 15's Pro new Apple log to its full potential and transform your iPhone footage into the iconic cinematic quality of the world's most highly regarded Digital Cinema Camera the Arya Alexa so in your video you said it in your video itself this transforms your iPhone into a $100,000 Arya Alexa that is a much better Hulk a much better headline and you want
to include that above the video itself then you can have your sub headline below that it's a much bigger hook and it easily conveys what it is that you're trying to say but it turns this thing into the camera that you show so you should definitely make that example and you should anchor it to the price point so if you're saying that you you can have a $100,000 cinema camera by buying this lot and I don't know how much it is cuz we haven't got there but I assume that it's less than $100,000 immediately we're
price anchoring with the 100K and whatever we're going to talk about now is going to seem a lot less costly than $100,000 so then we we go further down the page then we have a image of the girl from the video and it says the one lot iPhone 15 Pro and then we've got these little sliders which is cool it allows you to kind of visually see what the lot is going to look like on all this footage it looks good okay we' got another video down here what's this all right yep cool much much
more of the same now we've got some color science stuff going on over here in a studio with these two fine folks on it we've shot several projects on the iPhone and have always felt the end result even after grading looked a little unnatural cool a little bit more copy here I'm just going to skim through more videos this is kind of showing some of the technicalities of it which I like yeah this is that that looks good but you don't need to just have that video on there it's definitely a little bit out of
place we've got like these videos that link off to YouTube new black magic V all right cool so it's more educational videos these are then embedded with YouTube and then it links out and you can see the other more videos as well all of those things are all conversion leaks they are leaking money out of the business and I can just hear it I can I can hear the money weeping right now from just getting murdered like this so we must stop this immediately then we've got got a question about the lot send us an
email about us and then it links off to Instagram and Twitter all right let's get busy I'm the internet daddy so first of all what we want to do is we definitely want to draw the comparison between the $100,000 AR Alexa in the headline we want to stick that headline above the fold we want to remove all of this iPhone all this about us and all of that section as the navigation because that is not controlling the user flow that we want them to go down it's allowing them to just jump out all over the
place then what we want to do is we want to take a combination of all the videos that you've already produced and made that sit on this page as three different Standalone and we want to compress that into a 1 to 3 minute hard hitting vssl a video sales letter and that is to basically take the overall promise of what it is that this does and it visually tells us in a way that is chronological to all the footage that we're watching and then it is going to ask us to buy that is the one
thing that your page is missing you don't even ask people to buy it you've got one CTA one call to action it's just here with this image and then you got add to cart I'm going to click on this and I have a feeling the place that it's going to take me to I'm not going to like all right it's added it to cart okay so first of all take them straight through to the checkout this isn't an e-commerce website this is a funnel the more steps that you have in a funnel the more friction
that there is and the lower the conversion radi is and we certainly do not want that we click check out okay it's $25 then I go through to another checkout page if you can have testimonials on here if you can have more proof Badges of like the Visa the ax the little Shield make sure that it's SSL um you got a certificate on there all of that stuff it all makes a difference then if you really want to crank it up I would also get an answering service and add a phone number to the checkout
page it's a very low cost and just by having the phone number on the checkout page I've split tested this improves the conversion rate for people just checking out because they know that there's someone that they can call remove all those other steps and just kick them straight to that page you doesn't need all of that additions let's dive back to to the page that we're reviewing what you ideally want to have is the headline the sub headline the video and then the CTA the call to action which is to get them to buy the
lck and a much better headline and much better Hulk would basically to take a combination of what you've already got but add the $100,000 on there transform your iPhone footage into the $100,000 AR Alexa Cinema Camera then what you should also do is have price anchoring on the actual product so you've just got $25 you want to do what we call strike through pricing usually it's $97 and then you can do insert Dynamic month it's $25 that creates urgency urgency increases conversion r R so you want to make sure that you've got that I'd use
a little bit more of a contrasting color than the light teal that you've got it doesn't really feel like a button the CTA is just a little bit too light it's a little bit too small and I want to make it pop more I would change the CTA from add to cart to buy now and I would have that sitting below the video itself ideally compress the whole thing so that when you're on a MacBook that everything you can see everything above the fold including the button so a lot of people don't scroll I know
it sounds crazy people are crazy and you want to make sure that all of that stuff is visual above the fold then in addition to that I would install a plug-in like proof that Taps into the whole herd mentality if you've ever seen that phenomenon you're out front of a restaurant there's two different restaurants there one's got a line at the door and one is empty which one are you going to typically the one with a line at the door the equivalent to that on a funnel is having notifications on proof where it pops up
and it's like someone in Sal Paulo just bought the one lot someone in Melbourne just bought the one lot so it feels like oh like lots of people are buying this I want to do what lots of people are doing and it works these plugins typically increase your conversion rate by 10% give you a nice little 10% bump for for barely anything they're super super cheap the video is the thing that's going to do 90% of the lifting in this funnel so this is where I want to spend a disproportionate amount of my time and
energy it's seems like looking at this page that you are basically targeting hardcore videographers where the Tam the total addressable market for this thing is enormous it's basically anybody that has an iPhone and wants to make Next Level videos and just make it very very approachable and dumb down the copy for the most stupid person in your audience then what you want to do is you want to sprinkle your call to actions throughout this page at multiple points with this copy you've got it Senter to to Justified it's quite a small font and it's very
very wide column so in order for me to read it I need to track from left all the way to right you want to make it very easy and digestible so you want to have it left Justified and you want to have it in a central column that's small and narrow and easy for my eye to read then what you want to do above these chunks of copy is ADD sub headlines that act as hook points that hook me back into the copy this is great copy it's just a shame that it's hidden it looks
like terms and conditions like it doesn't look like I should be reading this copy so it needs to be bigger you need to have sub headlines and you need to bring in this Center justifi do you have an FAQ at the bottom of this no you don't that's the other thing that you need you definitely need to include a box that pops out that gives you all of the frequently asked questions that would dramatically improve your conversion rate I wouldn't include a link to your Instagram and Twitter if it's a funnel if it's purely designed
for converting cold traffic I wouldn't include those cuz people can click on Instagram then they're on Instagram reals and then they are swallowed up by the internet then we arrive at the bottom of the page the biggest call to action on the entire page says send us an email that's not what we want we want people to buy the lot right now so that's exactly what we want to do send them through to the checkout page and let the rest handle itself if we look at Apple first of all the 've got videos they've got
more images and they've got long form copy look at the scroll bar on this thing it is insane and just look at the copy see how big it is look how easy it is to consume look at the sub headlines so as we scroll through this page you'll see that there are lots of visuals definitely it's a very visual product people are going to want to see it but it is not short of copy there is so much copy throughout this page it is crazy go ahead make these changes let me know how you get
on and let that Raz rain from the sky
