Shai Schechter – Talk Recap FemtoConf 2019

Get all the FemtoConf 2019 notes

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

-Christoph