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

Share Button
About Christoph

Christoph lives in Munich, Germany and is bootstrapping his own SaaS application as a part-time entrepreneur.

He likes to write on this blog about anything of relevance to single-founder bootstrapped software startups.


  1. These are some great notes, thanks for sharing Chris!

Speak Your Mind


This site uses Akismet to reduce spam. Learn how your comment data is processed.