hey what's going on it's Doug Pennington
here from niche site project in this
video Chris Pearson and I critique and
review and teardown I will teach you to
be rich calm website and DIY themes
which is Chris's site now the first site
is a remediates he's on a huge fan of
meat and actually the whole team
purchased multiple courses from her meat
and and the team there however we did
have some recommendations on the
homepage so we dig in pretty deep we
don't hold anything back by the way this
is part of a series of tear downs and we
looked at marie forleo site we looked at
Pat Flynn smart passive income as well
as my own site niche site project so if
you like this critique you should
definitely check out the others as well
check the description for the links to
those leave any comments if you have
questions the cool thing with this
particular critique is these two sites
that we're looking at are distinctly
different very different in like the
implementation and what they're trying
to do but in both cases you'll be able
to like learn like good things and bad
things and things maybe that you should
test on your own homepage so let's get
over to the teardown now hey what's
going on it's Doug Huntington here from
niche site project and we have my friend
Chris Pearson how are you today yes
what's up doing great gonna be here
again
awesome awesome and you're from DIY
themes thesis and the focus WordPress
theme so any other like quick intro
stuff oh you just better hope your page
doesn't come into my crosshairs because
I'm gonna blow it up let's do it I'm a
fanboy for all these things we're
looking looking at here today so I will
teach you to be rich or meet safety and
yeah kind of some similar stuff going on
but yes so this is great I actually love
that we see some similarities because
these are designed trends these are
trends and these are designers and
website owners looking around the
internet saying oh we see this happening
I want to do this too trends are the
worst damn thing you can possibly do
because almost every trend hinges on
some measure of convenience or ego ego
is something
the site owner the website owner you
whoever we're talking to here what's to
do for you
you look better this seems strong this
seems like a good proposal this looks
good the problem is that's all you what
you think only thing that matters to
your visitors is what they think and
what visitors want is stuff to load
quickly when visitors come to your
website they do so on a promise now 10
years ago we went to websites because it
was cool to browse websites
unfortunately nobody browses web sites
we click through to specific pages not
necessarily home pages whenever we see
something that looks important to us we
click through on a promise something we
can expect to find when we land on the
destination website if that site doesn't
deliver on exactly that message you know
I click through for tips on you know
saving money or whatever and I don't see
that here I'm not gonna take a quiz I'm
not gonna look at your nav menu I'm just
gonna leave I came on a promise you
didn't deliver I'm out that's the way
the internet works now we have to
understand this social media feeds are
so addictive and so dopamine rich that
when people click through if they are
not satisfied immediately they're gone
they're gonna jump right back to the
social media feed and look for things
that that you know continue to give them
that dopamine fix if you deliver on the
promise that sent people to your website
you reinforce that dopamine feedback
loop then you can get them you have
captured their attention but their
attentions fragile and if they come to
your site and you do not capture you
don't understand the transaction that's
occurring you will lose and so these
hero approaches this is a stab right
here I love this this quiz this quiz is
a stab at engagement but this is
something they're testing I'm sure and
it's getting some engagement but who
knows how people are being driven what
promise
people are being driven to his homepage
with I feel like this is probably people
that hit click start the quiz probably
taking random actions because they just
know that repeat is someone important
that they should be following and they
come to the site they're kind of just
farting around which is a small
percentage of visitors too by the way
but then they come here and they just
engage with this because they're really
nothing else to do I would argue that
Remi has put enough
you out there free and paid that he does
not need to do his homepage in this
manner he could establish an engagement
funnel that works better than this and
that also sells what he has better than
this but I do like that at least at
least this is the only option people
have now whether or not this is the best
option for them to engage with I can't
answer that I don't I don't have access
to his site metrics or what his current
goals are but you know and the rest of
this stuff yeah the social proof I don't
care what you'll get
what you'll get with what what are we
getting you just asked me to take a quiz
and now I don't even know we like this
how is this germane right now I don't
see how this matters at all yeah it's
not no continuity with with that no and
he now he's got another call to action
for the quiz boy they're really pushing
this quiz I'd like to know why why
should I take this quiz what is this
gonna get me to do I came here you
you're you're I will teach you to be
rich guy I want some tips like what can
you not present this in this manner do
you not know the six things that people
look for when they come to your site
like Ramin that has data he knows these
things I think this is a bad homepage
right now what's beneath that last call
to action nothing there's nothing you
know he's limited engagement so he's
gonna get engaged on with the quiz this
will work to satisfy that need it could
work even better if he's gonna do this
just freaking get rid of the admin you
and all this other shit just get rid of
it I was gonna say I have and I've done
this on my home page where I've removed
most of the options you know nav menu at
the top it's at the bottom and you only
have like maybe about an block like
those are the only two options right so
would you so you're like get rid of the
nav menu maybe put it at the bottom
something like that
there's just no informational process
flow that tells me why I should click on
anything here there's literally nothing
and there's no promise for the quiz it
looks to me like in that section below
that I said was useless it looks like
you might get some stuff after you take
the quiz like a white paper or something
actionable if so he needs to say that up
at the top not this what you'll get well
he'll get with what you take the quiz
and then you'll realize you don't make
enough money I think that's coming in I
know he's not gonna tell me to save five
bucks on lattes which is great but what
lets you know here for preparation I
guess the other thing to note is like
we're picking folks that are well
established again like meat has a book a
new addition out to his book could check
out his books good book you know but
it's like these fantastic advice I
definitely recommend you know his stuff
but it's home pages garbage okay it
loaded pretty fast from what I can see
but I'm on a high gigabit situation they
made some they've made some decent
optimizations it's not great smart
passive income they did the best they
could avoid that thing is a huge
dinosaur but they babe three point five
three eight seconds to document complete
on Pat Flynn site the page is one point
two nine megabytes that's huge contrast
that with the DIY themes homepage which
i think is something like you know two
hundred kilobytes so you know one-sixth
the size and Pat's site has 56 requests
for document complete that is just a
boatload of requests but like I said
they've done the best they could trying
to fit all that crap in there and still
have it load fast I'm gonna while we're
talking here I'll run a test on ramiz
site and we'll get a little bit more
concrete data but yeah the hero thing
it's just a way it doesn't translate
between different devices a vertically
oriented device a horizontally oriented
vice zero translation there it loses
effect this promise on his home page
he's probably look at that number saying
oh the quiz is getting good engagement
well that's because your nav menu is
boring there's nothing to tell me how to
is it and this is the only option you've
given people even if the other flows on
the page don't make any sense anecdote
on DIY themes calm I got rid of all
pretty much all options to link and go
places I still have a navigation menu in
my footer since I changed my navigation
structure on July 6 of this summer my
engagement with the links in my footer
has gone way way up there's a reason why
this is the case people now go all the
way through my pages they get down all
the way through the content which they
didn't do as much before so now they're
all the way to the bottom of the content
they go what the hell do I do now
they're mindlessly clicking on crap and
that bottom menu my privacy policy page
has got more visits since July 6 than it
got in the previous 10 years yeah when
you were only you were redesigning stuff
I was like we're like what am i look
looking for so yeah I was like trying to
find stuff and just clicking around so I
probably was like a couple dozen of
those yeah well you know it works and in
quick notice we're just waiting for some
of those results like I've purchased a
few of room eats courses some of the
more expensive ones I never took the
quiz the quiz like I went elsewhere I
think this is interesting I'm sure he
knows but like we know from like
telemarketer data and from other brand
data that people are very reticent to
take quizzes unless you get you know
offer freebie so I think I find this hot
I find this whole presentation odd and I
think to like I said I will side with
Pat Flynn site it's true over meet site
as well when you are a big presence you
have books you have videos you do
interviews you know he's got he's
probably gonna get 500 visitors today
through an interview he did with Tim
Ferriss years ago okay but like so he's
got all these dreams just leading people
to his site with an idea about what they
can expect the way this is gonna work
for him it's gonna be better than it
will work for you because of this and
I'm saying it's not even working that
well for him and he's got no way to look
at clean data now because Remi can tell
hey take action and he's gonna get a
much higher percentage of respondents
taking action because he's Ramin Sethi
he's viewed as being authoritative
so it's hard to unravel this stuff once
you get to it but it's really all about
understanding how attention works and if
you give people a chance to click on
random crap they will they will do that
that gets them into a mindset I call
aimless browsing aimless proud browsing
does not produce money for you doesn't
produce opt-ins doesn't produce leads
doesn't produce engagement does not
produce money you don't want people
browsing aimlessly on your website you
might have in 2009 so you had good
metrics but they don't matter if it
doesn't convert it doesn't matter okay
remet site loads in five point seven two
seconds document complete that page size
that tiny home page which is much
smaller than Pat Flynn's much smaller
doesn't do I mean we went through it it
does do anything ramiz page two point
eight two megabytes for what it's all
those uh this huge image here or
something and uh here's really good skin
it looks like thick hair like you Chris
yeah maybe he wanted that that really
high-resolution so he looked as good as
possible listen I just did a big image
on a little little project I just took
on over the weekend and optimizing image
is a huge huge deal I had an image that
started off at about six hundred
kilobytes and I squished that effort
down to about fifty nine kilobytes for
production use on the website this is
what you have to do and you know speed
performance accessibility and all
devices you're in line at Chipotle
looking this up on your phone after you
click through from a tweet or with a
garbage 4G connection with one bar you
don't have time to load roommates
beautiful face you just don't know no do
you did Chipotle a lot all the time big
fan yeah what's your go-to what's your
go-to order okay it's a bowl no rice
very easy on the black beans add veggies
hopefully more onions and anything else
for anti-inflammatory qualities
barbacoa a little more than just your
regular scoop I know what they do in
training I don't care one more Pico hot
cheese Glock perfection that sounds
awesome I may go there later today after
or you must be a spokesperson for them
or something so I should be I guarantee
it in my head since the year 2000 I have
eaten more fresh Macs
between Qdoba is another one in Chipotle
since the year 2000 I've eaten more of
that than anyone on the planet I
guarantee it
IRA Qdoba had a customer loyalty program
where every ten visits you got a free
burrito and they they used to do punch
cards well once they switched to like a
credit card style
I had redeemed a hundred and ten free
burritos on the card this was after I
had gone through many punch cards on
that so that suggests eleven hundred
burritos and then I had another card
with about a hundred so I had redeemed
like two hundred and ten free ones which
is a gash over two thousand burrito
purchases and not only that I used to
receive free ones all the time cuz I
went all the time so I knew all the
staff that I can't you know you don't
you know that kind of thing
so you start adding that up it's like my
god man how much did you eat there yeah
yeah that's great it will and you're in
Austin you have many choices for a great
fresh tex-mex kind of stuff right so oh
yeah I'm I'm gonna turn into tex-mex
when I like sixty site also forty five
requests very very slow no reason for it
to be slow just brutal that's a terrible
homepage home pages need to be fast need
to be to the point this one is not he
might say oh the quiz is what I want to
satisfy right now okay great you win the
argument I leave so for contrast and I
guess a place where we you can reveal
some data Chris we can go to DIY themes
where you have recently sort of
simplified a lot of things yeah so this
Cydia highlight themes home page so the
biggest thing I've done recently and we
talked about this is the navigation okay
so I do have a menu here at the top it's
very simple it's very simple I know the
queries that bring people to my site
it's for the new focus WordPress theme
old stuff about thesis which is still
relevant uh and then I've got a new blog
with some content about you know modern
performance techniques things to do to
make WordPress websites faster that sort
of thing you're not gonna log in for
existing customers because that's a
convenience thing for them but let's
click on click on focus
okay now we have a breadcrumb trail at
the top breadcrumb trails are not
options in the same way that navigation
minis are options breadcrumb trails
describe a pathway a linear pathway
linear pathways are like the most
fundamental thing humans use for finding
for wayfinding for navigation it's like
a path a trail in the park you can't
screw this up you just stay on the trail
and eventually you'll get where you want
to go that's what a breadcrumb trail is
all about this introduces zero cognitive
load a user looks at this understands
what it is doesn't think about it
anymore
they just know it's a security blanket
hey if I want to go back I can just do
this then then they're not thinking
about that also I talked about funneling
you want you don't want to just vomit
everything on people at once I don't
want to link to focus documentation and
pricing on the homepage you're either
here to look at focus or you're not if
you are you clicked on focus or read the
copy and clicked on it through there got
there you know got there through
different route same same result now on
this page that stuff is relevant you
might want to look at focus
documentation especially if you're an
existing user and you might want to look
at pricing if you don't currently have
the software these are the what's the
number one question people have is there
more information what's the price so I
have I'm only showing these options
within this particular funnel because I
know you're here for focus this is now
what's relevant to you and you'll notice
there's only two options that's not
asking too much of you if you want to
make this decision I'm confident you
will be able to do so okay quick
interruption so just to restate so when
someone's on this page this is the menu
that they have this menu doesn't show up
in other places right that is correct
got it and then if we scroll down a
little bit this this just deep dives
into focus stuff there's no sidebar
there's no other stuff to do it's just
you go through this you learn more about
this product I want people learning
about this thing on this page that's the
only thing that
you know that's sealed that that's what
will lead to you either get connect with
this or and if you don't connect with it
you you'll leave and that's fine I don't
have to capture anything I don't have to
ask you for your email address this
isn't gonna work for you and you're
gonna be interested and go farther or
not and that's fine and I don't need to
badger you let's try to get you on a
list or do an exit intent pop up because
you suddenly scrolled back up and that
indicates you might want to leave and I
desperately want to get you on the list
cuz I might not make this sale no those
are desperate crappy tactics that also
slow down your pages they don't look
desperate
you know pathetic
I see we have a link here so this dives
down into some documentation so your
truck you're giving a little how-to and
you're hoping people will think hey I
like that I want to like do a little
more so yeah go go ahead yeah this
interesting thing is actually a test
that linked the presence of that link so
I've presented quite a few videos here I
don't even talk about all the aspects of
focus or do the normal theme thing like
show the 27 critical features that
people are looking for is just stupid
I'd rather people watch me demonstrate
the software in these videos and so I
have a really persuasive video that
actually it's a long video that's why
that's why I've linked it to a separate
page here to kind of see if people will
go to that and then take action it is
having that effect but you know that
page if you you learn how to create rich
engaging pages with focus and people
watch that whole video they will buy the
product so I definitely want to link to
that because I know it's potent video
but I also know not that many people are
watching that full video it's a very
small percentage about 6 percent of
people that go to that page and I don't
know which percentage the percentage of
those are existing customers versus new
but it is persuasive no other theme does
what I show there that really shows you
if people are wondering like Oh
Gutenberg I can do all this cool stuff
with my post I show you how to destroy
that with the simpler editor with using
basic focused stuff could not be easier
anyway linking that because I feel like
it's a you know very persuasive gotcha
alright and that's okay you want to
drive people deeper into the funnels
that you have and
a lot of focus stuff and I'm just
picking and choosing the little pieces I
want to expose people to at this point
in the process right right right
top navigation is pretty simple and then
you have the the full menu or sorry the
yeah this is a full like navigation down
here right yeah part of that you know
part of that footer presence is for
legal concerns and also for search
engine optimization which we talked
about before we came on the air I've
been doing a bunch of SEO optimization
and have taken various measures to
increase the visibility link wise of
various pages on the site so I don't
love that there's that many options in
the footer navigation menu like I said
people get to the bottom of my pages now
and randomly click on these and these
really don't do a lot for me because I
get them to the bottom of the page and
if they're not fully engaged trying to
go deeper to learn about focus or
whatever this is gonna take some random
action it's fine it doesn't matter it
doesn't matter what's the difference
tween add and pour some scroll back up
to the top just normal right right okay
cool anything else on DIY themes that
you want to point out you click the blog
link there
I think we overdue blogs I think we
really overdue blogs this could not be
simpler I'm not presenting a bunch of
content I'm not showing excerpts nobody
wants to read that just have good titles
if it works people will click on it and
not only that like I said we don't
browse websites every one of those posts
except for that special report that was
a little test I'm running it's been very
effective that link is getting massive
engagement on this page I knew it would
so if you have liked white paper II type
content or like conceptual stuff that
you really want people to buy into this
is a great way to present it it looks
important it goes to a simple page
people engage with that content because
it's designed for people just to start
engaging immediately and it's been
effective that's that's driven a couple
sales right there that's great but
there's other links these are just
regular blog posts how do people see
your blog post now will you link to them
in an email you send out to your list
you link to them on Twitter or Facebook
or wherever they engage through social
media and up directly on that page not
on this page so what why have a blog
page that shows a bunch of excerpts and
you know basically presents people with
a ton of stuff it looks imposing people
don't want to consume a lot of content
you know if you don't want to greet
people to wallet texts a very bad idea
so this is this is simple this
accomplishes the SEO benefits of linking
to the stuff like linking a headline to
you know a full article page would do
it's just basically no reason in 2019
given the way we use Internet to have a
slow blog page that does anything more
than list your damn house right in one
thing I want to point out too is that
you know I was brainwashed by a lot of
folks who were like oh you want to have
like these custom images so I don't know
why and then basically you put the blog
title on some image and then you fill up
this blog page with these images and
like the excerpts like you're talking
about and you know really I don't think
people really care if I did a custom
image for whatever blog post like they
don't really care they just want to read
the information at least for my for my
site anyway so yes you're absolutely
right about that I'm gonna pull up a
thing I've got an old post on DIY themes
about when to use images and like what
the maximum you know like the best
effect of them is
and actually has nothing to do with the
image itself it's quite funny so while I
locate this so I wanted the marie forleo
report finally ran here her site loads
in twelve point eight seconds
has a hundred and forty six requested
the i-team's homepage has seven and it's
five point six megabytes this is
as it's not the worst webpage I've ever
seen it's it's very very bad this is a
patient the hospital who is very sick
it's not looking good not looking good
but she's been on Oprah so she can she
could commit a couple couple of I guess
first I will say her side is not working
for her as well as it should but for
somebody like her and for a lot of these
people now the website is not a very
important channel is not nearly as much
as video and podcasts but here's the
thing
part of the reason for that is because
these websites are terrible
if these websites were simpler and
better this would be a very facilitative
resource very you could link to it
descriptions in YouTube the page loads
immediately with exactly the promise of
the information that brought people
there that is an enhanced transaction
and it builds trust if people built
their whole repertoire all in this kind
of cause and effect you know delivery
you know delivery promise and delivery
sort of mechanism they would get a lot
better results and these websites
wouldn't be neglected and people
wouldn't be saying that this doesn't
matter anymore
mmm-hmm and I'm gonna I'm gonna pull up
my site so we could kind of run through
that one but Chris yeah while I'm doing
that can you just kind of give us a
little data that you have with
engagement after you've made these
changes oh yes that's a good good
question there I put that in an email
let's see if I can find that email with
the exact data here we go
okay so though the first thing to say is
I changed the navigation for DIY themes
on July 6th to this bread crumb and
funnel based structure where I give
people no options basically and what is
very interesting about this is that so I
had to do this because Google shut off
91% of my traffic in April and so I'm
with a lot less traffic I was seeing a
lot less sales and so I had a problem
that I had to address I needed to make
the absolute best possible use of the
traffic I did have I had to maximize
what I had because I didn't have very
much so pressure put me in that
situation by making this change
I was able to increase the value of my
traffic by about twenty-seven percent
across-the-board pageviews per session
went up twenty seven point five six
percent after instituting this this
arrangement you might you might look at
that and say huh well the deal is I had
fewer options to browse around with the
new structure so how can you have more
pageviews per session if you're linking
to fewer things the deal is engagement
people are more connected with what I
have I do have a couple links in the
content I do have a couple links in the
top nav my informational transactions
are tighter people they promise and
delivery is much more clear there's not
like a random I'll just link to this
because this is an important asset I
give people a specific reason to delve
deeper and that results in better
engagement it's not rocket science but
when you look at the last ten years of
internet and you just seen links
everywhere it's like oh that's kind of
it you know it's kind of like a
counterintuitive thing it's just insane
so pageviews per session so if someone
comes to my site they're viewing 27
percent more pages than they were before
the average session duration that means
the time people said spend on my site is
up twenty nine and a half percent this
as there's a concomitant factor here and
that is people go farther down my pages
they consume more of the content they
watch more of the videos they're
clicking on more things bounce rate is
down 8.4 percent and it was already down
a bunch just cuz of focus cuz I don't
have a sidebar I don't there's not a lot
it's not imposing visually to look at
any of my pages I always try to break up
the top section so there's like a sort
of summary that you can read and expect
ibold stuff for easy scanning you know I
try never to have an imposing wall of
text that isn't broken up by something
that looks interesting I don't have any
images here I kind of want some images
there to kind of just be visually
exciting but here's the thing there's
just no imagery that's currently gonna
go along with any of this stuff that
helps
it's just not gonna help it what about
well you've obviously already thought of
this but I'm I was just like what about
some sort of analytics data like what
you're describing where it's like
engagements up and people see like the
green number with a plus twenty seven
point whatever percent people like those
sort of graphs right yes oh oh so I
could put something like that oh that's
a great point and that might be the type
of inventory I need to put out there
absolutely you know if you go to the
thesis page on this site some imagery is
pertinent there especially since I kind
of do a deep dive on explaining it so
you will encounter some images there the
focus page just has videos cuz I think
the video is tell a lot more than one
silly pictures ever gonna tell but you
go down it's like pretty far in the
content when I start throwing images out
there but like to explain some of these
concepts I start to introduce images
where it's appropriate you know so
people can kind of see what to expect
that's a little and obviously there's a
couple more but um
you know obviously not going overboard
with it but I'm not doing a hero image
that adds absolutely no value site
owners I want to impress this point upon
the audience to the maximum you want
images because you think it looks cooler
your visitors absolutely do not care all
it does is increase loading times and
force them to scroll through a little
bit and take more of a vertical scroll
especially in a mobile environment to
get to what they came to see if it's not
a hundred percent germane and actually
enhances the value of what you're trying
to say like helps you say it better
because the picture shows you what words
cannot it should not be there not some
calming picture of a woman at a beach
holding her hat with the sunset in the
background it doesn't matter is nothing
to do with your content does not help
your message does not matter alright
Chris thanks a lot for joining me today
this was enlightening and people could
find you a DIY themes anywhere else you
want to people note no DIY themes for
now or my Twitter if you're an absolute
savage careful but definitely check out
DIY themes and you know just this
message of simplicity and the the un--
the unspoken benefit of this whole thing
is when your website is simplified in
this manner it's easier to run the
designs easier your customizations are
easier stuff that breaks is easier to
troubleshoot and fix I can't tell you
how many sites I see where someone's
like on my email forms effed up and I go
in to look at you can't just fix the
email form there's like 18 layers of
entanglements because of using Divi and
this other page builder and they've got
this other stuff in caching and they
don't know how to undo all these parts
of the process so they can make one
intuitive change my whole thing is keep
it simple keep it intuitive for everyone
your visitors and by doing that you'll
keep it intuitive for yourself so you
can be adaptable and and be agile and
make changes that actually produce
positive results well said thanks Chris
thanks for having to do this fun thanks
a lot to Chris Pearson from DIY themes
definitely go check out DIY themes calm
by the way this is part of a series of
tear downs and we've looked at marie
forleo site we looked at Pat Flynn smart
passive income as well as my own site
niche site project and of course
the DIY themed site that we already
looked at here so if you like this
critique you should definitely check out
the others as well check the description
for the links to those and leave any
comments if you have questions thanks
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