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Website: RightMessage
Twitter: @shaisc
Personalised CTAs: happier users, more conversions
- There are 5,000 advertising messages a day thrown at us
- We recognise 50
- We remember 4
- Important filter questions:
- “Is this right for me?”
- Can this help me?”
- Personalization should be based on intent, knowledge level, etc.
- Instead it is based on the first name
3 things that you can do next week that will make your CTAs more relevant so they convert better and your users are happier
- When you click through to a website from a link in their newsletter, don’t show a CTA that say “signup for newsletter”
- Adjust CTA based on where people are in your funnel
- Has never heard of you? “Signup for Newsletter”
- Is on the newsletter? “Buy my book”
- Bought the book? “Buy coaching”
- “I am a ____________ and I need your help with __________”
- “I work in retail and I need your help with increasing average order value.”
- Things you can segment on:
- What are you struggling with right now?
- What excites you most about [thing we do]?
- Why are you intersted in [product]?
- How much do you know already about [product/problem]?
- When are you looking to make a decision?
- How do you solve [problem] at the moment?
- What industry are you in?
- What’s your job role?
- Actions:
- Lead magnets
- Webinars
- Purchases
- Surveys
- Trigger links
What if you don’t know what your segments should be?
- Ask what people are hoping to get out of signing up for your email list
- Great place for that is the “Thank you” page
- put everything into a spreadsheet and you’ll learn what your segments are
Describe the same thing differently based on their who/why
- Address people as Freelancers, Freelance Writers, Design agencies, Freelance designers, etc.
- e.g. car buyers:
- “I care about safety” – Highlight safety features
- “I care about price” – Highlight what a steal this is
- Niching without actually niching
- E.g. your tool integrates with Paypal, Stripe and Braintree, change copy to Paypal/Stripe/Braintree if you know what a visitor uses
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