Video for Andrew - Blue Notary

Hey Andrew, Eddie here.

Thank you for taking the time to check out this video.

I was looking through your website and I found a few points that you can really dial in to get your conversions, meaning people who sign up for your product up by 20 to 30%.

So I wanted to share them in this video.

I put together an audit that you can scan through.

But I'm filming this video just in case you prefer video format.

Let's get right into it.

In this table, I put together a summary of all the key areas on your website that you could optimize to increase your conversions.

The total lift from these would be 50%, but of course you would only implement the ones that win the a B test.

And considering our a B test win rate of 40%, which is much better than the industry standard of 10 to 20%, you can expect a conversion lift of 20% in 90 days.

I want to start with the Homepage Hero section.

It's obviously one of the most important real estates on, on your entire website.

And the current headline says papers dead notarized online.

That is catchy and to an extent it does show what Blue Notary does.

But I think we can really strengthen the value proposition in your headline by speaking to your buyers, key outcomes and KPIs.

Some examples could be, you know, get notarized in 10 minutes, save thousands annually.

Which tells our buyers much more specifically and tangibly the benefit that they can get from using Blue Notary over any other notary services.

If you have a real estate specific page, you could say something, something like close deals 45% faster with secure underwriter approved E closings.

And if you have a page dedicated for the notaries, the headline could say join 20,000 plus notaries earning on their own schedule.

The next thing I noticed is we don't really see any social proof on the website's load.

I noticed that you have an amazing TrustPilot rating with 4.9 stars over 2000 reviews.

There's absolutely no reason for us not to put that in our Homepage Hero section.

The next thing I want to talk about is the image.

We've run a lot of Hero section A B test for B2B SaaS companies.

And there's one thing that consistently wins stock images, illustrations or even videos.

And that is to just show the platform interface.

For people who are used to traditional notaries, the idea of an online notary might be unusual to them.

So we want to make it immediately familiar by just showing the experience on a visual interface and just to show that we Practice what we preach.

This is a AB test design we ran for a client that increased conversions by 14.1%.

As you can see here, we put ample social proof with the ratings and customer logos.

We have outcome focused headlines here drive more competitive wins and we show the platform interface on the right as well.

The next thing I notice is that we have a lot of CTAs on the Hero section which makes the CTAs compete with each other.

It creates a lot of complexity and I would just simplify this and show the top two primary CTAs.

Maybe you want to have a notarized now CTA as well as a sign up CTA for businesses and for real estate and notaries customers.

Maybe you want to redirect them to a separate page or have a separate CTA that's always available on the navbar.

The next thing I wanted to share is that we could significantly improve your conversions by distributing more social proof throughout your homepage.

Right now all of your social proof is concentrated in a single testimonial section lower on the page.

And one thing we've noticed consistently in our heatmaps is that in a lot of B2B SaaS websites, more than 50% of visitors won't even scroll past the first two or three sections.

And considering the social proof are such a positive influence on conversions, we want to front load them on the page.

We want to place them much higher up specifically with the layout of the testimonials.

We want to show people's faces and put their custom company logos as well to really build up that credibility.

The next place that we could really optimize is that we can use more benefit and outcome focused feature section headlines.

For example, right now your sections just state the feature name such as eclosing here.

But in our AB test we've learned that the best way to present the features is to make the connection for the reader between the feature and the benefit.

So instead of just saying E closing, we could say close deals 45% faster and reduce costs by $450 per transaction.

The next thing I want to talk about to improve your website's conversions is to address objections.

And one of that objections is buyer criteria.

You know, people might really love your product and really want to try it out, but if it doesn't integrate with their existing tech stack, they might be hesitant to convert and try out your product.

And I noticed that you have an integration page on your website accessible through the navbar, but the integrations aren't visible on your homepage.

And another form of objection handling that can be really effective is to identify those objections that come up the most often on your sales calls and your customer support tickets and put them into a FAQ section.

And if there is any that comes up very often and very unique to your product, then you might even want to break it out and create its own dedicated section.

Some examples are our Blue Notary eclosings accepted by all title underwriters or for the notaries page.

How much can I earn as a notary on Blue Notary or for the homepage?

How long does it take up to take to set up Blue Notary for my business?

And what kind of support do you offer now?

The main barrier we're trying to break here in terms of getting people to chart Blue Notary is the fear of changing their existing process.

So by having a how it works section that shows how simple and easy it is to get notarized on Blue Notary, we can remove any ambiguity about the process and even invite users who aren't very tech comfortable or tech friendly to to try out Blue Notary.

So an example of this could be a really simple process diagram.

Upload your document, verify your identity, meet your notary, live and download your notarized document.

The next page I want to talk about is your pricing page.

It's obviously a very important page for conversions right now.

I think the layout is a bit chaotic and I know there's some, you know, visual design considerations here, but it's just very hard to understand.

We have a lot of options on top here and we have like a lot of toggle options.

We have competing CTAs or book a demo, which could just be a single CTA here.

There's just so many things going on that we can significantly simplify this and make next steps super clear.

We generally want to give people the layout that they're used to.

So for example, this monthly and yearly toggle, we could just move it up top and the user experience here will be much more intuitive.

Finally, this is kind of a similar point to the point I just mentioned, but we could really make the layout on the overall website much more intuitive.

Right now it's structured in a way that's hard to scan.

Like some sections have a left column and a right column, some sections have a centered column and it's very hard for people to scan quickly.

You know, we either want to use a F layout or a Z layout for the content.

I recommend the Z layout because that's just what people are used to.

And yes the website, you know, does look nice in terms of design and I am also actually a design major but just in terms of conversions, I've noticed having a not over the top, not non fancy layout that people are used to just works best.

Andrew, I hope this overview was helpful.

I put together this audit based on what's visibly available on your homepage.

But in order to take your conversions beyond 20 to 30% these are the next steps I would take.

I would actually look into your website visitor behavior data such as your Google Analytics and I would do a path analysis and see the exact pages that people have visited before converting.

This will give us very deep insights about your ICP and what they care about.

I would also take a look at heat maps to see where people are dropping off specifically on each page and that's a great indicator for us to really optimize those content.

Specifically I would also take a look at your third party ratings and identify those common positive and negative themes.

Then once we have those deep insights about your audience, we would design a B test and we would design large scale a B test, not just you know, headline a B test or just a single CTA a B test like those E commerce based conversion optimization agencies run.

But these would be entire section changes or multi section changes.

We would send 50% of your website traffic to that original design, 50% to that new design and we would only implement the designs that are proven to win.

This is how you methodically increase the conversions on your website.

And of course once you have those AB test results, we will share the learnings with the team and we would review the data on the new designs as well.

That can educate future tests.

And by repeating this process, a realistic goal would be for you to increase conversions by 25% in 90 days and 40 to 50% in six to eight months.

Andrew, thank you for watching this far.

If you'd like to discuss further on how we can get you 20 to 30% more conversions every month within 90 days fully guaranteed on paper.

I'd love to invite you to a quick call where I share the exact approach I'd use.

I'd use for Blue Notary.

Noticed you were in central time.

I think 11am Tuesday or Wednesday next week could work really well.

If that time doesn't work for you, I've included a calendly link below so feel free to just book a time that's convenient for you.