Digital Marketing with Justin Christianson

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In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Justin Christianson, who is the co-founder and President of Conversion Fanatics. Justin is a 13-year veteran of digital marketing, having worked on hundreds of profitable campaigns. He is also the author of the bestselling book Conversion Fanatic, and has a knack for finding holes in marketing campaigns and being able to offer simple solutions. During the show, Sam and Justin discuss how to get more out of your advertising, ROI, SEO, getting more leads, micro-commitment, diagnosing problems, campaigns, and the conversion improvement cycle.


Main Questions Asked:

  • What do you mean ‘get more out of your advertising?’
  • What are some of the ways to get more leads and customers?
  • What are the similar problems you’ve found in people coming to you?
  • When you talk about campaigns, what are you referring to?
  • Are there certain analytics someone should be focused on?
  • What is the conversion improvement cycle?
  • What is the secret to increasing website engagement?
  • What can I do to improve the user experience?


Key Lessons Learned:


  • In the online space, getting more out of your advertising is about getting an ROI. Put $1 in, and get $1.50 out.
  • Increasing your budget and generating more leads isn’t always the way; you can often cut your customer acquisition cost.
  • ROI is making a positive return on your investment.
  • PPC is pay per click, often seen on website sidebars and involves things such as Google AdWords. You bid for every click.


  • Working on SEO is important, but not the only part and the sole go-to tool.
  • SEO takes time, money, and effort to get ranked, and there is never any real guarantee.
  • Use SEO as support rather than the end point.


Getting More Leads

  • There needs to be an education factor, as everyone is competing for a piece of the pie.
  • You need to set yourself apart from your competitors.
  • Lead with the benefit for your client and offer something of value in exchange for the client contact information.
  • The ‘know, like, and trust’ factor is how people make decisions more than the features of the service.
  • People make buying decisions for two reasons: i) Avoid pain, ii) Gain pleasure. The better you can connect with those two factors, the better you will do.
  • Find where people are hanging out and listen to what they are actually saying, not just what you think they are saying.



  • Taking a small step and getting a win is often better than shooting for a long form and missing.
  • Ask one question at a time instead of bombarding clients with a huge questionnaire project.


Diagnosing Problems

  • Figure out where your visitors are going and where they are falling off.
  • The goal is to get visitors to make the next commitment and take the desired action.
  • 97{cf5d02f31badde63b68d55c0bed56ab5356094abc2057734bc0088249d8536d3} of website owners have tracking in place, but less than 30{cf5d02f31badde63b68d55c0bed56ab5356094abc2057734bc0088249d8536d3} use it.
  • Your analytics are the window into seeing how people are interacting with your site.



  • This is the big picture from the start to the end goal.
  • Where is your traffic coming from?
  • Where does your audience go from there?
  • What is the entire process to get them to the ultimate end goal of lead generation?



  • What are the most high-traffic pages?
  • On-page time.
  • Bounce rate.
  • Additional pages viewed.
  • Look for commonalities.
  • Heat maps and click maps helps understand what people are doing while they are on the site.


Conversion Improvement Cycle

  1. Analyze Conversion Rates
  • This is the people who land and partake in the call to action.
  1. Survey the Market
  • This is if you have an existing customer database.
  • Ask your clients why they chose you.
  • You may not like the answers, but the negative feedback is often the best areas of improvement.
  1. Decode the Competition
  • There are tools that allow us to spy on other people’s marketing campaigns.
  • Leverage what the competitors are doing (don’t steal it).
  • What SEO words are they bidding on, and what do their landing pages look like?
  • Set up a test hypothesis and run a split test to confirm.


Increasing Website Engagement

  • Break up paragraphs.
  • People scan rather than read on the internet.
  • You have 3 seconds to capture the attention of a website visitor.
  • Break content up into bite size, consumable pieces
  • Use bullet points and support with features.
  • If you lead with a lot of video, it doesn’t always work on mobile.


Improving the User Experience

  • State your unique selling point.
  • Create a strong benefit-driven headline that captures the visitors’ attention.
  • Support the headline with stats and use proof such as a client list of testimonial.
  • Have a strong call to action.
  • Don’t try to give too much too early.
  • Nurture the audience to make a ‘micro-commitment.’


Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review in iTunes!


Links to Resources Mentioned:


Conversion Fanatics

Conversion Fanatic (book)

Crazy Egg


Click To Tweet:

How can you get more out of your advertising? Find out w/ @convfanatics @gaylordpoppllc  


What is the conversion improvement cycle &how can it work for you? Find out w/ @convfanatics @gaylordpoppllc  



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