Roasting people's funnels while they watch lol

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'd to me. Let's give it a watch.

Hey, Sudri, my name's Elliot. I'm a massive fan of your work and I'm joining you from Tasmania's best dogging beach. Just kidding. I just wanted to grab your attention because 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 LUT for the latest iPhone that's in effect an advanced Instagram video filter that transforms Apple's log From this to $100,000 cinema camera, the Arri Alexa used to shoot the best films in the world right now. Please roast our page. Much respect. Over an hour.

Boom, boom. And Elliot, roast your page. I will. Let's dive in. So first of all, we open up the page, the one LUT. Then we've got some navigation on here. IPhone, BMP CC4K 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 about. Alright, so we are 23 seconds in to what is a 1 minute and 15 minute video. 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 LUT 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. All right, I'm gonna skim through this thing because 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 LUT applied to 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 voiceover where we've got the visual elements. Okay, now we're getting to the juice. So at 1 minute and 9 seconds into a 1 minute and 15 video, we have these videographers, and they've got the Arri Alexa here. You're getting the comparison 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 gonna go through, give you a whole critique, and then we're gonna 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 do is. 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. 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 Ariya Alexa looks on iPhone. The headline that sits above the headline is not bolded. So in terms of like, is that the headline or is the arriya 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 Ariya alexa. So in your video, you said it in your video itself, this transforms your iPhone into $100,000 Ariya Alexa. That is a much better hook, 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 can have a hundred thousand dol cinema camera by buying this lut and I don't know how much it is because we haven't got there, but I assume that it's less than a hundred thousand dollars, immediately we're price anchoring with the hundred k, and whatever we're gonna talk about now is gonna seem a lot less costly than a hundred thousand dollars. 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 lut is going to look like on all this footage. It looks good. Okay, we've 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 the YouTube. 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 hundred thousand dollars arri Alexa in the headline. We want to stick that headline above the fold. We want to remove all of this iPhone all is 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 ju 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 standalones and we want to compress that into a one to three minute hard hitting vsl, 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 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 rate is. And we certainly do not want that. We click checkout. 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 Amex, the little shield, make sure that it's ssl, 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 have 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 step and just kick them straight to that page. He doesn't need all of that additions. Let's dive back 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 lot. And a much better headline and much better hook 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 hundred thousand dollars Arri 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 price set. Usually it's $97. And then you can do insert dynamic month. It's $25. That creates urgency. Urgency increases conversion rate. 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 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 plugin 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 out the door and one is empty. Which one are you going to? Typically the one with a line out the door. The equivalent to that on a funnel is having notifications on proof where it pops up and it's like someone in Sao Paulo just bought the one lut. Someone in Melbourne just bought the one lut. So it feels like, oh shit, 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 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 seems like looking at this page that you are basically targeting hardcore videographers, where the tam, the total addressable market for this thing is enough 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 center 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 in to 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 justified. 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 will 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. Cause people can click on Instagram, then they're on Instagram reels and then they are swallowed up by the Instagram. 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, they'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 gonna 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 roaz rain from the sky.