Have you ever wondered why it’s so hard to convince someone their beliefs are wrong? It’s even harder to convert them to your way of thinking.
They tune you out when you talk about things that aren’t in line with what they think and believe. As soon as you talk about what they know to be true they’re all ears.
Their pupils dilate, their posture changes, and they give you their undivided attention. It’s the confirmation bias at work.
The confirmation bias is the tendency to selectively search for, recall, interpret, and consider information that confirms your beliefs.
We latch onto information in line with what we already believe.
For example, someone putting together a research paper showing the effects of oil on aquatic environments will search for evidence that bolsters their point of view and largely ignore any other perspective.
A hiring manager that thinks a candidate is a good fit will pay more attention to information that supports their conclusion.
A coach that thinks people over six feet are better players will give taller people preference when choosing the members of his team.
Quizzes are uniquely positioned to give you the advantages of confirmation biases. When you understand your audience, your outcomes will reflect what they already believe about themselves.
We can go on and on about it, but it’s safe to say that the confirmation bias can open huge opportunities in your business. All you have to do is tap into what your customers and clients already consider a truth while confirming they’re on the right path.
Peter Wason did us a huge favor
In the 1960’s, Peter Wason performed a simple experiment with a number of volunteers. The volunteers were asked to determine a pattern that applied to a series of three numbers. The example given to the subjects was “2-4-6” and they were allowed to construct their own series of numbers to test their hypothesis.
When they constructed their own series of three numbers, Wason would tell them whether it conformed to the rule or not. The actual rule was any ascending series, participants had trouble identifying it and would create rules that were far more specific.
What was most interesting was that participants only tested rules that would confirm their hypothesis. For example, if they thought the rule was “increases by ten” they would only test numbers that confirmed it EG 10-20-30 and ignore those that violated it EG 10-11-12.
Wason brought this cognitive bias to light and we’ve been using it ever since.
Examples of The Confirmation Bias In The Wild
Whether we admit it or not, we all want validation from friends, family, and peers. That validation can take many forms and it’s often used subtly in marketing. Here are a few examples of confirmation bias you can steal
Thank You Pages
I’ve written on the power of thank you pages to unlock more engagement and revenue. What happens after they opt in or buy from you? Are you using the thank you page to confirm their initial thoughts about why they joined in the first place?
Derek Halpern of Social Triggers throws in some confirmation bias when you sign up for a free Ebook to get your first 5,000 subscribers. He confirms your initial thoughts that he’s a genuine person and asks you to start participating in the community that’ll help you grow your business.
If you were wondering if it was too good to be true, he removes that doubt immediately. From that point on, anyone who subscribes will only look for more information to back up their initial impression.
Think about how you can use this in your sales funnel and at different touch points customers have with your business. Can you confirm their initial assuptions and put common fears to rest?
RoboForm goes straight for the jugular with their thank you page after sign up.
After signing up, they let you know immediately that you’re an amazing person. Not only that, they ask you to show off this validation to your friends by asking them to sign up. The internal dialogue goes something like this.
The person who signs up thinks they made a good decision. RoboForm confirms this by telling them they’re awesome. With this newfound validation, the person would be more likely to spread the information to their social circle.
You can take this a step further by offering an ethical bribe so people will be even more likely to share it with their network.
RoboForm gets more users, you get more validation to confirm your initial awesomeness.
Completing a process
When you’re using Mailchimp, you’ll eventually send out a few newsletters. I’ll never forget that first high five the monkey — Frederick von Chimpenheimer IV — gave me when I sent my first one. This positive reinforcement confirms what I already know, I’ve completed a major milestone, and gives me kudos for doing so.
The same process works during a checkout process. Sprinkling in “well done” and “you’re almost there” messages will help increase conversions.
Another way to use the confirmation bias to encourage the completion of a process is to use a progress bar. When you sign up for services like Facebook, Dropbox, or anything that requires a little more information, a progress bar is used to show how much you’ve done.
Before we talk about tripwire offers, there’s something we should all understand.
Nothing in business is free.
It costs money to get new customers (whether through ads, interactive content, blogging, or social media) and that eats into your profits.
It’s easier and cheaper to sell to an existing customer.
They’ve bought from you so know the quality you deliver, are part of your database, and are more willing to spend on complimentary products.
The hard part is getting those customers in the first place.
You could use ads or other methods to build a list and sell your main product after some time.
Or, you could offset the cost of ads by creating instant customers.
In essence, you’ve turned your customer acquisition costs to zero while leaving room to earn massive profits with your main product.
A tripwire offer makes this possible.
Think of the tripwire offer as a way to increase the amount you can spend to advertise and acquire new leads without throwing the economics of your business off.
In this post, we’ll dive deep into what a tripwire offer is, the major components, and ideas with tons of examples for making them.
What is a tripwire offer?
I want to start this off by saying I don’t like the term tripwire offer. At KyLeads, we refer to them internally as front end offers.
When you call something a tripwire offer, it seems like you’re tripping your customers up and tricking them into buying what you’re selling.
That’s not cool.
Your aim should be to add value and build a lasting relationship that encourages your users to trust you.
Tripping them up isn’t a great way to start that process.
A tripwire offer is a relatively low-cost high-quality product specifically designed to build your customer list. They’re priced at $5 – $50 with the majority being less than $20.
The price point you choose is dependent on your brand. If your average product is one thousand dollars then a front end offer can be as high as $200.
A common example of a tripwire offer is free plus shipping. Brands give away a product for free and just ask you to pay shipping.
The products are sometimes so cheap they’re gaining a small profit which offsets their advertising costs. They’re building a customer list for free.
Free plus shipping isn’t the only type of tripwire offer you can make. We’ll get into more ideas later in this post.
Benefits of a front end offer
There are many benefits of using tripwire offers to build your mailing list. Some of them are obvious and some are a bit nuanced. All of them will help you move closer to your goals
Offset marketing and advertising costs
When you have a longer sales cycle, the costs of selling, advertising, and marketing can add up quickly. A well thought out tripwire offer will not only offset those costs but yield a decent profit.
It costs money to generate traffic on the internet. Some people may argue that blogging and social media are free. They are – kind of.
While you may not pay for them directly, they still cost time.
Is your time worthless?
Not at all.
At the very least, your time is worth $20/hour.
I know I spend more than an hour researching, writing, and promoting every blog post for Optimizing For Humans. That’s not including the time I spend on other social media platforms creating native content.
That content needs to get clicked on and perform or we’re losing money. A tripwire offer makes sure we offset those costs from the beginning.
When done right, people are ecstatic you gave away so much value. Work hard to be part of the group that creates happy customers from the tripwire offer.
When faced with a big decision, the fight or flight mechanism kicks in. When confronted with an immediate decision, people tend to choose flight. That won’t be the decision in your favor.
In his book One Small Step Can Change Your Life, Robert Maurer talks about the science behind this process. Our survival mechanisms have evolved over the years to treat any new stimuli as a threat until it’s proven otherwise.
Micro commitments soften the blow by allowing them to make smaller decisions over time. Your prospect signs up for your mailing list, buys a small product, then buys a bigger one.
All the while, they’re slowly committing to your brand and message. A tripwire offer is a small commitment your prospect makes brand which sets them up to more comfortably complete a larger commitment.
Components of a front end offer
As we’ve mentioned before, a tripwire offer isn’t something you throw together and start selling.
There are four components that make an effective front end offer.
All price points are relative. Most front end offers are between $5 and $50 dollars. That figure isn’t written in stone. We have some front end offers priced at $12 and other ones priced at $97.
When you price your tripwire offer, look at how much other products in your portfolio cost. For example, if you have a flagship course for $1997 then you can get away with pricing a smaller course for $197.
Or, you can create a different type of product altogether. If you’re known for high-quality shoes, what’s stopping you from selling gloves or socks at a lower price point that complements them?
This is the place most people drop the ball. They think their front end offer can be lower quality because it’s cheap.
A tripwire offer is the first interaction many people have with your products. If you fail to impress them in the beginning then why would they buy a more expensive product from you?
You’ll be stuck with customers who won’t buy your main products. It’s easier to make this mistake than you think.
Let’s say a business uses a bottle of diet pills as their tripwire offer. On the backend, they sell a twelve-week intensive fitness boot camp and private lessons.
On the surface, it’s all weight loss so they should sell pretty well. In reality, the kind of person looking for fitness training and the kind of person looking for diet pills are quite different.
In one case the person wants results without working too hard. In the other case, the person is willing to put in the work (and time) to get the results.
Very easy to use
It shouldn’t take another product to explain how to use the first one. Whatever you offer should be easy to redeem, implement, or get.
There should be minimal effort for someone to get results from your offer. Certain things are no brainers like selling a watch. Just make sure you don’t make them jump through hoops to redeem the offer.
Other things may be a little more difficult like information on particular techniques EG photography or photoshop.
The onus is on you to distill whatever you’re offering into a form that’s easy to consume, use, or apply.
Ideas and how to create a tripwire offer
We’ve covered a lot of ground and you already know how to use a front end offer, the benefits, and the key components. Now, the only thing left is to build it.
Use part of an existing product
Though this is the fastest way to create a tripwire offer, it’s not feasible in every situation. There’s no way to give away part of a pair of shoes.
The ideal products for this strategy tend to be information products. If you have a flagship course that sells for a few thousand dollars you can spin off the first few modules and offer it as a low cost alternative.
You can also condense or repurpose your product into an express version made just for that purpose. For example, a course can be developed into an Ebook or a few short videos full of actionable content.
Lower or smaller versions of physical products
This has been done in many forms over the years.
You know those people who stand around in Walmart or Sam’s club with small free samples for you to try out? They actually sell a lot of product.
The process is based on reciprocity. People are grateful for you because you introduced them to a new product without the risk. They feel compelled to do something in return.
The only thing they can really do for you is buy more products.
That’s what thrive market did to boost sales. They gave away some and people came back to buy.
You don’t have to actually give it away for free. You can also give it away at a small cost that comes off as free.
Have you seen the free plus shipping offers on Facebook and Instagram? They’ll give you the product for free but you’ll have to cover the cost of shipping.
They’re able to do this (and turn a profit) because the product is so cheap and they’re counting on you coming back to buy from them in the future.
With the advent of self-publishing and on-demand printing, books have become a viable revenue stream. They earn full-time incomes just from selling books on Amazon.
Though that’s possible, we’re looking it from another direction. This is the perfect lead generation method to build your customer list.
You can either self-host the books or add them to Amazon. Amazon doesn’t give you data about the people who buy your products. Our aim is to build a customer list so this doesn’t work for us.
There’s a way around it.
Add calls to action inside the book to funnel traffic to specific landing pages. You know the people who land there have already bought your book and you can market to them accordingly.
The better method and the one we prefer is to self-host your books. You can go the print on demand route or an Ebook route. The choice is yours. The important part is that they’re being added to your database as a customer.
You can couple the book with a free plus shipping offer. They get the book for free but it’s necessary to pay shipping. You can offset the printing costs by pricing the shipping to cover the costs of everything.
Most software is on the SaaS model where you pay for it every single month or year. When you sell high-quality software for a one-off payment, people are ready to buy.
The challenge here this model are ongoing development costs. If the software needs to be maintained and is constantly evolving then this method may not be the best for you.
If, on the other hand, you can generate enough revenue on the backend from the software then this could be a viable strategy.
Neil Patel is using free software to generate leads for his advertising agency.
Instabuilder is a landing page builder you can buy for a one-off payment.
Spreadsheets are an interesting way to generate customers. They’re easy to create if you have the knowledge and are super valuable.
Be sure to include clear instructions for your spreadsheet or people may use it incorrectly.
Megan Minns uses a low-cost annual planning spreadsheet to introduce new audience members to her content.
It consists of two videos and multiple spreadsheets that help them make the most of their revenue goals. At only $12, it’s well within the range of tripwire offers.
The next time Megan Minns wants to market to her customers, they’ll be ready to listen.
In many niches, there are complicated strategies or techniques people use to get results. Throughout your time, you’ve likely adapted or created your own techniques for doing things.
That information can easily be distilled into and packaged into a high-quality template or bundle of templates.
Design Bundles offers a lot of different templates for their customers. One of them is a boutique marketing bundle. It’s a series of templates to help with designing.
It only costs fourteen dollars but as of this writing, it’s on sale for seven dollars.
Small Business Marketing Tools provides marketing tools and strategies for small business owners. One of their products is an advertising and marketing plan.
Normally, they’re six dollars apiece but when you buy them as a bundle it costs ten dollars.
These are just a few ideas to create your tripwire offer. Keep in mind what a front end offer is supposed to do and you’ll be able to use a wide range of products to achieve that goal.
How to use tripwire offers with quizzes
The beauty of using a quiz for lead generation is that you give personalized results. With those personalized results, you’re also in a unique position to give personalized offers.
Your subscribers are most engaged right after they sign up for your mailing list. Take advantage of this opportunity by offering up a high-quality tripwire offer on the thank you page or first email.
To do it in KyLeads, you’ll just need to create an outcome that redirects your subscribers to a page where your front end offer lives.
On the page they land on, the first thing is to present the personalized results they got from taking the quiz. After that, merge the content of your page into your front end offer.
The same thing is possible with normal opt-in forms, but quizzes work even better because the content is personalized.
For example, if you have a quiz related to fitness and your outcomes are:
Out of shape
You’d have four different pages where the quiz takers go and the one they land on is dependent on the outcome they get. For each of those pages, you can do one of two things:
Create a different tripwire offer for each outcome.
Use one tripwire offer and position it differently for each of the outcomes.
The key is to make sure the offer is closely tied to the outcome your quiz taker got.
Whichever route you choose, test your copy and offers until your tripwire is offsetting the costs of lead generation.
Examples of front-end offers
Let’s look at a couple examples of tripwire offers used in different mediums and at different times. They all share a few similarities which we’ve gone over in this post.
Matt from AutoGrow offers his blog readers a swipe file with multiple templates they can use at different places in their funnel.
All you need to do is pay a very reasonable fee.
Agora is a well-known financial advisory research firm company that writes some of the most compelling copy I’ve seen on the web. In the above image, they’re giving away a popular book with a free plus shipping offer.
They also include a subscription to their newsletter – their core offer – in the tripwire offer.
DoorDash is a food delivery company that specializes in getting you food from places that don’t normally deliver. Their major selling point is speed and the exclusivity.
In the above Facebook ad, they’re offering new customers the chance to try out the service for just a dollar. Note how they remove any limits and restate the promise of their core offer.
Columbia House Records has been around so long that they were selling vinyl records. They’ve also been creating compelling offers for decades.
Here, they’re giving away records or tapes at a price they can’t afford. The fine print in the corner stipulates that you have to buy at least eight more over the course of three years at the regular price.
This is interesting because you’re essentially signing a contract in order to get the first offer. Think of it like a signing bonus.
If you’re a music lover then I’m sure it would’ve been an easy decision.
Tripwire offers are a proven way to offset your advertising costs and ensure you’re building an engaged customer list.
There are tons of products you can use as a front end offer but they all share certain characteristics.
They’re very fairly priced
They’re high quality
They’re easy to implement
Closely related to your core business
It may take a bit of testing to understand the perfect tripwire offer for your business but once you’ve gotten it, you’ll see the benefits first hand.
Let us know what you’re using as a tripwire offer in the comments and don’t forget to share.
Today, we’re diving deep into psychographic segmentation which will shed light on the WHY behind the activities of your customer segments.
In short, it lets you know who they are as people as opposed to numbers on a screen.
Please note that this is different from behavioral segmentation because it deals with the rationale behind their actions instead of the actions themselves.
This post goes deep into what psychographic segmentation is and you'll walk away with an understanding of how to use it. Our featured training is an email course that takes it further and gives you step-by step training to implement it in a specific funnel (which it shows you how to build).
Get access to the email course so you can start implementing psychographic segmentation in your business, increase engagement, and grow revenue faster.
In a few words, psychographic segmentation is when you break your customer groups down into units as it pertains to their beliefs, values, and reasons for being.
It’s defined as:
The psychological aspects that influence consumer purchase behavior such as lifestyle, social status, opinions, and activities.
For example, because of their social standing, some families will refuse to by a Kia Rio. It doesn’t matter if it’s the perfect car for them; they wouldn’t be caught dead in it.
As the definition states, you’ll have a deep understanding of their:
When you’ve done psychographic segmentation properly, you’re able to:
Understand how your customers perceive your company and products
Understand how your products fit into their life
Reveal what they actually (not what you think) want to achieve
Identify pain points related to your products
Address objections people will have
Psychographic segmentation is necessary to position the same product differently for different types of people. It prevents you from falling into the trap of one size fits all marketing. It also makes it possible to attract a diverse group of customers with the same product without making material changes to it.
3 Psychographic segmentation factors
There are a few overarching factors to take into consideration. These aren’t written in stone and the main reason you spend time on psychographic segmentation is that you don’t want to generalize too much.
Use the factors to inform your segmenting decisions. If you don’t feel like these factors apply or your customers don’t fit into a psychographic profile don’t force it.
Instead, take a deeper look – you may be surprised that you’re dealing with a completely new segment you had no idea your products appealed to.
The lifestyle of your target customer plays a huge role in whether or not your products will appeal to them.
For example, the clothes you wear are largely determined by your lifestyle choices. A college student will wear different shoes, shirts, and pants from a C level executive. They’ll use different types of gadgets, eat in different places, and find other things “fun.”
This is as a direct result of the lifestyle they’ve chosen. To get a real understanding of your customers, analyze the most important dimensions of their life.
Those dimensions are known as the AIO variables (activities-interests-opinions)
We all hold opinions whether that’s about politics or global warming. These are determined by our beliefs (cultural and religious) as well as by how much it affects us.
Conversely, my opinion about the curriculum used to educate my son is much stronger.
Opinions form the lenses through which people look at new products and services before they even evaluate it. If someone hates flats then no matter how innovative your flats are they won’t be swayed.
It’s important to note that opinions can be formed based on facts and logical assessments or rhetoric and personal anecdotes. The end result is the same. It’s difficult to get someone to change their opinion.
Interest is the degree of engagement people have with something. How interested or disinterested is someone with a certain thing?
How interested or disinterested are you in family, work, your community, etc. With interest profiling, it’s easier to go broad before going narrow. That way, you can ensure you don’t miss important insights.
For example, you may find out that a segment of your customers like sports. After that, you drill deeper and find out they like mountain climbing. Not just any type of mountain climbing, they prefer free climbing (I’m utterly petrified of this sport).
Once you have this information, you can make informed decisions about what to sell. They don’t need the traditional ropes because they’re free form but they could still use climbing shoes and helmets.
This one is straightforward. What does someone’s day to day look like? What are their common behaviors? In addition to that, what activities do they perform occasionally but have a high level of engagement with?
When thinking about and defining activities to build a psychographic profile, there are a number of things to take into consideration:
How often do they engage in the activity?
Is the activity required (for work, school, memberships, etc.)
Do they spend money on the activity?
How deeply engaged are they in the activity (you can use a Likert scale to assess this).
The activities they engage in during their free time can reveal a wealth of insight. Someone who climbs mountains on the weekends is going to need to buy a lot of gear and supplies to pursue their hobby. They’ll buy ropes, harnesses, packs, helmets, climbing shoes, etc.
A person who lives a more sedentary lifestyle may spend more money (and effort) on entertainment such as the movie theaters or high-end televisions.
Learn the Secrets of Effective Segmentation
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They’re all tied together
Each of the elements of lifestyle builds upon one other. They don’t exist in a vacuum. Your opinions will inform your interests and your interests will determine the types of activities you participate in.
What does that mean for your business?
What likely happens is a person has already formed an opinion about something before your business every came into their life.
That opinion may be good or bad. Depending on what their opinion is – they’ll begin to seek more information about it. This is where they’re showing interest.
If their interest is sustained they’ll perform an action that may turn into a consistent activity. Does this process sound familiar to you?
It’s just like the customer journey. Your job is to move them through each of the stages.
Moving on from lifestyle, we get into the social status of your potential customers. The place they occupy in their community (or they perceive themselves as occupying) has a direct correlation to their purchasing behavior.
The good thing about social class is that it’s straightforward when compared to lifestyle markers.
We can group people into three broad social classes.
Note: The social classes I’ll mention here are by no means exhaustive or what we’d refer to as an official categorization.
– Upper Class/New Money
The upper class in any society consists of the one percenters. These are people with vast personal and family resources. They’re not overly concerned about the costs of goods and services because, if push comes to shove, they’ll find a way. These people are commonly called Old Money.
The new money. This group is made up of the upwardly mobile group of people who’ve amassed large amounts of wealth in their lifetime. The very best professionals who would be considered the top .2% of their field, professional athletes, and entrepreneurs are the kind of people you’ll see in the new money group. Usually, they’re the most successful people in their family.
– Middle Class
This upper end of this group is often called white collar. They’re working professionals like doctors, professors, lawyers, and accountants. They don’t wear uniforms and instead get the name “white collar” because the men of this category often wear white shirts to work. They’re usually college educated.
The people who’re performing well in this group can buy most of what they want if they work towards it. Only the most expensive or luxurious items are out of reach.
The lower end of this group consists of what we’d call blue collar workers. They’re by no means poor but they’re not as financially stable as the upper middle class. Some of them went to college and are called blue collar because they’re more likely to wear a uniform to work.
– Lower Class
This is the most vulnerable level of society. They usually work physically demanding jobs for low pay and don’t have things like health benefits. Most of the time, they’re not college educated and many positions outside of the service industry are under threat of being outsourced.
If I were to ask you what your personality was like, how would you answer? What would you emphasize and deemphasize?
It’s not an easy question.
You could, on the contrary, describe the personality of your friend. You’d say things like she’s bubbly, determined, and stands up for what she believes in. Sometimes, she can be a little much but overall, she’s caring and understanding.
Your personality is you. It encompasses your beliefs, your morals, your goals/motivations, and your outlook on life.
The following personality traits are useful for the majority of businesses in the majority of industries. The key word there is majority. When you get into the thick of it, you may find that there are more personality traits relevant to you and your goals.
Note: psychologists used to classify people based on personality type but gave up when they realized we’re a diverse group of individuals. Now, they use personality traits.
This refers to sadness, moodiness, and emotional instability. The people who have this as their dominant trait experience a lot of mood swings, irritability, and at times sadness. People who are low in this trait have emotional stability, deal with stress well, and rarely stay sad or depressed.
This is characterized by people who are sociable, assertive, and possess high levels of emotional expressiveness. Do you know the people who come alive in social situations? Those are the ones who score high in extraversion.
The opposite of extraversion is introversion. They keep to themselves and expend energy in social situations. They need quiet and solitude to recharge.
People with openness are imaginative and insightful. They’re the creatives of the world. People who score high on the openness meter have a wide range of interests. It’s these interests that fuel their creativity.
The ones low on this trait tend to fall in the traditional crowd and may struggle with abstract or divergent thinking.
People who’re considered agreeable have characteristics such as trust, kindness, and affection. In other words, people like them because they like people. They’re cooperative with others while the ones with low agreeableness are overly competitive.
When someone scores high in this trait, they’re thoughtful and tend to control their impulses. This allows them to put off gratification and perform the hard work necessary to reach larger goals.
Someone low in this trait dislikes structure, procrastinates, and ignores important tasks.
Everyone contains, to some degree, each of these traits.
Lifestyle choices, social status, and personality work together to determine the kind of products and services someone will buy.
For example, someone who’s conscientious, upper middle class, and feels strongly about education/ career is more likely to shell out large amounts of money for training.
Someone who’s conscientious, lower class, and feels strongly about education may want to spend money on training but simply can’t.
Are you beginning to see how important psychographics is? There’s one caveat here. Though someone may not have the cash for something, if they feel strongly enough, they’ll make it happen so don’t count anyone out.
Together, this information makes it possible to get in front of the right people while still turning a profit.
How to collect psychographic segmentation data
There are multiple ways to collect psychographic info. The process we’ll employ will help you understand your market as a whole so you can create segments.
The hard part of psychographic data is people aren’t going to tell you they’re conscientious or extraverted. That’s not how this works. You’ll need to ask the right questions and look between the lines to understand what they’re saying.
If only it were as easy as opening Google analytics and flicking a switch.
Let’s look at a few ways to gather psychographic segmentation data.
The first step on our list and the most common way to unlock psychographic information for segmentation are surveys.
There are two different steps in this process.
The first one is to understand the psychographic segments available in your customer base. To do that, we’ll use a single open-ended question.
What’s your biggest challenge as relates to X?
What’s your biggest challenge when it comes to X?
This is an open-ended question that sheds light on what your audience wants from you and your solutions. You can use the answers to group your customers and refine your messaging. I even encourage you to use some of their statements to write the copy on your website.
Once you have that information and refine your messaging, you should see an uptick in your conversions.
After you start generating customers based on your refined messaging, it’s time to use different types of surveys to understand them on an individual level. For that, you can use a Likert scale. These questions allow your customers to report on an actual experience they’ve had.
You can also use a semantic differential scale survey to understand how someone feels about a concept or object. Whichever survey you choose, be sure to tailor it to the type of person you’re sending it to. Are they a first-time customer, prospect, or old customer?
We’ve talked at length about how to use quizzes and segment your market at the point of lead capture. They can also be used to create a type of simple Likert scale.
The key here is to use them after you’ve gotten a thorough understanding of who your market is. After all, you can’t use them to ask open-ended questions.
The benefit of quizzes is they have higher engagement rates than surveys or almost any other type of content. You can slip in important questions, segment leads, and then give them personalized recommendations all in one go.
This is the best method to collect insights about your customers. The key is to do them in person, on a video call, or a regular call.
You get the benefit of using a script while still reacting to statements in real time. If something catches your attention, you can explore it further. Many times, writing is clinical and edited down so you miss a lot of the information that’s important in psychographic segmentation.
Don’t limit customer interviews to the people who are satisfied with your product. That’ll just reinforce biases already present. Actively seek out people who’re dissatisfied with your product as well.
It’ll help you create a balanced picture of what you’re doing right and wrong as well as give you a solid idea of the way forward. Finally, customer interviews can be one of the most effective ways to find compelling testimonials.
Third party providers
This is the most expensive route to go for creating psychographic profiles. There are firms that’ll help you interview your target market and distill the information.
There are two ways to go about this:
Focus groups can be tricky because groupthink is real. Before Coke unveiled New Coke, they used focus groups to test the flavor and got a lot of positive feedback.
When they finally launched, they got a lot of backlash and were criticized for their move. Eventually, they phased out New Coke and reinstated the old recipe.
That being said, focus groups bring a wide range of people from diverse backgrounds which give you a higher chance of finding your target psychographic profile. Once someone is found that seems to respond well to your offer, they bring in more people who are similar.
Like that, they’re able to drill down to find your ideal customer.
This is simply using a firm that specializes in customer research to improve the quality and insights you gain from your interviews.
Social media polls
The reach of posts on social media has reduced drastically over the years. That’s not always a bad thing. It just lets you know who your best audience members are.
When you post a poll on social media, your most engaged customers and audience members will answer. The rest will ignore it.
Post links to polls, interesting content, and ask quick questions. Monitor which ones get the most clicks and shares.
That gives you an idea of what your audience cares about and can inform decisions about content, products, and positioning.
Psychographic segmentation examples
In the above video, Google highlights how a helicopter team was able to save the lives of a family with Google maps. It showcases the real-world utility of the technology they’re making and appeals to our humanity.
Even if you don’t use their products, you won’t stand in the way of their development. If you’re an agreeable person, you may be more likely to use their products because of their positive social impact.
Coke is what I’ll refer to as an Uber brand. There are few people in the world who aren’t familiar with their red bottles. Trust me, I’ve been all over Africa. Coke is everywhere.
In the above video, they showcase the diversity that makes up America. It’s a consumer brand so the psychographic levers they pull need to appeal to a large swath of a population.
Watches come in all shapes and sizes. Some are ten dollars and some cost as much as a home. Patek Phillipe falls in the latter category.
The above video shows how they can be shared across generations. This would appeal to a very specific type of social class.
Psychographic segmentation, when done right, is a powerful lever for refining your messaging and creating the right products.
When done wrong, it’s a bunch of hard to decipher information.
We’ve gone through the insights psychographic segmentation can give you, the factors that affect a psychographic profile, and the ways to collect psychographic data.
Choose the strategies that work for you and start implementing it across small test groups. When you get positive results, refine it and test again.
Eventually, you’ll understand your customers like the back of your hand.
Let me know what you think about psychographic segmentation in the comments and don’t forget to share.
According to eMarketer, after implementing segmentation nearly 40% of marketers experienced higher email open rates while 24% experienced increased revenue.
That’s a win.
The smaller your customer segments, the better you’re able to target your message to the person receiving it.
Though there’s no denying the effectiveness of market segmentation, many people fail to implement it because of perceived complexity.
You have the potential to create dozens of segments and hundreds of messages. That’s by no means necessary.
Market segmentation is the process of dividing a market of potential customers into groups or segments based on different characteristics important to you. The people grouped into segments share characteristics and respond similarly to messages you send.
In this post, we’ll focus on the benefits of market segmentation, how to segment new leads, and simple strategies to increase revenue from segmented users.
Why market segmentation is so important
Before we jump into why it matters, let’s look at why ignoring it is doing more harm than good.
Over the next few days or weeks, they send you through an email marketing campaign to introduce you to their brand and get you to buy something.
You ignore half of those messages and only pay attention to the ones that matter to you. Sometimes you buy and sometimes you don’t. A good percentage of the time, you buy because you need their product in spite of their poor attempts of selling you.
This is unsegmented marketing at its finest. You see messages that don’t matter for products you don’t care about. If it goes on long enough you’ll eventually unsubscribe and move on with your life.
At KyLeads, we can’t afford to throw our marketing dollars away without seeing some sort of return. I’m sure you feel the same way.
Your prospect isn’t some basic B – she’s your mother. Okay, totally stole that quote from Ogilvy but it’s oh so true.
Nobody likes feeling like they’re just another number, but when you get to a certain level in your business, how do you help your ideal client or customer feel like you’re talking directly to them? Segmentation. Because segmentation breeds specificity and specificity sells.
The clients I work with that use segmentation see higher open rates, lower unsubscribes, and higher conversions. They can get a bird’s eye view on exactly WHO comprises the majority of their customer base, and pivot their marketing to focus more on the most profitable segments of their audience.
The best part is when they use quizzes as a segmentation tool, leads don’t FEEL like they’re being segmented (nobody likes feeling segmented BTW).
Enter market segmentation and why it’s no longer optional.
Benefits of market segmentation
There are many benefits. I’ll touch on three.
More efficient – We live in an age where you can track almost everything. If you’re not measuring it then you can’t grow it. With marketing segmentation, you can track the effectiveness of each message for different segments of your audience.
Over time, you’ll discover the best ways to spend your money and achieve a positive return on investment.
More effective – which of the following messages would you respond better to?
The ultimate guide to building muscle for men over forty
The ultimate guide to building muscle
You may click on the second one out of general curiosity. If you’re a man over forty years old then the first one is almost guaranteed to pique your interest.
Once they click the first title and land on the page, they’ll be more receptive to everything there because it was made with them in mind. It would be a natural progression for them to buy what’s being sold or subscribe for a mailing list with more insights.
Better resource utilization –
Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.
– John Wanamaker
I couldn’t have said it better myself. Ever since the first flyer was printed, it’s been a challenge to measure what’s working and what’s not.
Customer segmentation addresses this issue by sending your messages to people who’re receptive to it. With the example about building muscle, you know the people consuming the content are over forty.
With that information, you can also make other assumptions in line with that demographic group (more on demographics in a moment).
The end result is using your limited resources in a way that’ll bring a higher ROI.
Types of market segmentation
There are four broad types of customer segmentation. These can be further subdivided into as categories as you like but always use the following classifications as a guide.
Demographic segmentation is the simplest and by extension the most widely used type of market segmentation. Companies use it to create broad groupings of the population based on things such as age, sex, location, religion, family size, etc.
These are usually black and white groupings that give you a profile of whether or not someone has the ability to buy what you’re selling. For example, if you have a product for people 21 and older (like alcohol) then people under that age group are irrelevant for you.
Similarly, products targeted at men usually won’t be useful for women unless you’re marketing it as the perfect gift.
An example of how companies use demographic information would be the travel industry. The way and the people who a first-class ticket is marketed to are different from a coach ticket.
They emphasize the comfort and luxury of first class tickets.
For economy class, they focus on the number of TV channels they have.
Behavioral segmentation taps into the way people make decisions over time or in response to stimuli. For example, the way a company markets during the holiday season and the deals available are different from the rest of the year.
They’re aware people are in a more receptive mood and may be willing to make larger purchases. Younger people and athletes prefer brands like Jordan and Air Max while the older generations prefer brands like New Balance.
At first glance, it may seem like a demographic difference. While that plays a part, it’s more about the way the customer behaves and perceives the brands.
As the name implies, this type of market segmentation groups people based on their physical location. You may want to go this route because the needs of your customers differ from region to region.
For example, someone in a rural area wouldn’t need a subway but someone in a city would.
Geographic segmentation can also be used to offer specific deals to your potential customers. Lastly, you can use this type of segmentation to adapt the language and tone of your messages.
In Georgia, every soda is called coke until you ask a few clarifying questions. In Chicago, soda is referred to as pop.
This type of segmentation is based on the lifestyle, interest, and activities of individuals that make up a customer segment.
Demographic segmentation tells you someone is an older male while psychographic segmentation tells you they go hiking on the weekends.
This is the type of segmentation that tells you what people do and why they buy. Psychographic segmentation is similar to behavioral segmentation but there’s a difference.
Behavioral segmentation tells us that this demographic group buys bamboo underwear. Psychographic segmentation tells us this demographic group buys bamboo underwear because it has a smaller carbon footprint and they’re environmentally conscious.
Lenovo partnered with Neustar, implemented market segmentation, and created personalized banners on their homepage that increased click-through rates by 30% and conversions by 40%.
Implement market segmentation based on the following criteria
Email marketing segmentation and general market segmentation can be tricky because there are so many data points you can use.
It’s easy to get stuck in analysis mode when trying to decide what to focus on. Should you separate your audience into male and female or should you focus on where they live and their age?
The specific answer is that it depends on your business. If you’re selling athletic clothes, it makes sense to divide your audience into male and female.
When you’re selling online courses, those groupings don’t matter much. Though the specific segmentation path you follow will depend on your business, there are broad strokes you can take depending on whether you serve other businesses or consumers.
With the exception of professional consumers or prosumers, consumers are more sensitive to price and are more likely to make an impulse decision. Segmentation of these types of customers reflects their buying habits.
This is the most common and accessible segmentation method. There are certain categories that appeal to men more than women and vice versa.
For example, Ecommerce fashion websites are divided into men’s sections and women’s sections. Not only does this make sense from a practical perspective, it makes sense from a marketing perspective. It allows you to show visitors relevant products.
Michael Kors divides the website into men and women.
The women’s section contains handbags and specific language that would appeal to women.
They do the same thing for men.
This is a simple example and many people reading this may think it’s a no-brainer. A lot of thought went into the phrasing of the menu labels. As a man, I have no idea what a continental or a slim & trifold is.
Geographic segmentation has the potential to deliver relevant messages. Consumers respond well to deals targeted at their specific location.
You can do this by sending messages with deals just for their city or even add a geotrigger to your website that mentions their region in your copy.
Retargeting your audience based on what they like is an effective strategy – especially when you have multiple products.
Someone with a general interest website that convers cooking, traveling, and parenting would have an issue delivering targeted messages. When they segment their audience into specific groups (more on how to do this later) they’re able to send messages that appeal to specific interests.
That could be an Ebook on parenting, courses on how to travel the world, a book with great recipes, or even a service that helps them book the best flights. The point is, you’re only sending messages they’ve expressed an interest in receiving.
You can also capitalize on interest segmentation if you have a single product. Anyone that visits your website is obviously interested in what you’re offering. Freshdesk took this route when I strolled through their website.
Age alone may not be the best way to implement marketing segmentation. Coupled with one or more of the other segmentation methods, it’s a great way to further narrow down your potential customers.
Of course, if you have age sensitive offers like alcohol then it’s a must.
Coupled with their interests, segmentation based on age becomes powerful.
What have they purchased in the past and how long ago did they purchase it? This data will let you know what they’re interested in. Anyone can tell you what they like but the real truth is when they pay for it with cold hard cash.
Nissan launched a successful email marketing campaign that took into consideration when people purchased and what they purchased. They highlighted new products and important milestones like when their customers were due for an oil change.
B2B buyers are a different species. They’re not as price sensitive. When your product saves the business money, time, or earns money then it’s worth it. Price is secondary.
What they’ll be evaluating is how much it’ll affect their current workflow and how hard it is to implement.
They, naturally, should be segmented differently.
Company value is the value a company has for you and the value of the company itself.
At KyLeads, companies are limited in how valuable they are to us based on our pricing plans. We operate a self-service model where potential customers come to the website, read the pages they’re interested in, and choose a plan. There is little to no contact needed from a human.
Customers range in value to us from a few hundred dollars a year to mid four figures. We look at the companies value itself to determine how much they’d be willing to pay.
A company that’s doing a thousand dollars a month in revenue is much less likely to pay a few hundred dollars a month for our solution. A million dollar a month company wouldn’t bat an eye at the cost of our software as long as it solves a problem for them.
Ability to make decisions
This is an important consideration because it’ll inform how you talk to the people getting your messages. Let’s say you’re selling something targeted at programmers in an organization.
It benefits the organization itself but the developers are the ones who use it. In order for it to get adopted, their managers – who’re not engaged in day to day programming work – would need to approve it.
It makes sense to tailor your messages to each group. For the programmers, you’d talk about how this helps them do their jobs better. For the managers, you’d talk about how your solution improves productivity, reduces time wasted, etc. etc.
The last thing you should be aware of is the niche focus of your customers. This is important whether you have one product or dozens. When you know their focus, you can tailor your messages to highlight how your product can be used.
ActiveCampaign creates multiple pages for their different customer segments. Each page highlights the features that would appeal to that group the most.
It allows potential customers to see the value ActiveCampaign brings to the table without getting lost in irrelevant features.
How to segment your leads
We’ve spent a lot of time discussing what market segmentation is, the benefits, and a few criteria to segment different customers. Now, we’ll look at ways to implement segmentation in your business.
Using surveys to discover the best segmentation opportunities
Every market has multiple customer profiles. They can range from dozens to over a hundred. That’s way too many segments to use in a meaningful way.
Would you know the market segments that would capture the majority of your customers?
Don’t guess. Let your market tell you what’s important to them. For this, we’ll use surveys.
There’s a question we like to refer to as the “single most important segmenting question.” This will give you almost all the insight you need to make meaningful customer segments.
What’s the biggest challenge you have in relation to X?
With a fitness example, the question would be “what’s your biggest challenge with fitness and weight loss?”
This open-ended question shows you the different groups you can segment your audience into. It also gives you a look at the exact language they use to describe their problems.
There’s is a quality aspect to the answers you’ll get. The longer the answer, the more weight you can give it. Someone may describe their situation with ten words and another describes it with a hundred words. The second person feels the pain more and should have more motivation to take action towards solving it.
Optimize for them.
This should be the first or, at worst, second question. If it’s not the first question then the first question should be something that can be answered easily.
For the remaining survey questions, ask things that you find important to your business. That could be income, preferences, age, political party, or whatever.
Send your survey out to your mailing list, advertise it to visitors on your website or set up an advertising campaign to get responses. Aim for at least a hundred participants. This will make up for any outliers you encounter.
The most important questions you’ll ask are open-ended which means you can’t use software to pull meaningful insights.
Open a word document to copy the answers from your survey. Also, open an excel file.
Read through the answers and categorize them into different groups. At first pass, you’ll likely end up with dozens of groups.
You’ll notice is that many of the answers are similar.
If the question was “what’s your biggest challenge when it comes to digital marketing”, answers could be:
Google display ads
From those groups, we can see a lot of them can be consolidated. SEO and link building go hand in hand. Content marketing and blogging are siblings. Google display ads, Pinterest ads, and Facebook ads are all friends that can be grouped together.
Go through the answers until you’ve consolidated your choices into three to five market segments. Any more and it’ll be difficult to take meaningful action.
When finished, you’ll have the major groups in your audience and a deeper understanding of how they describe their problems.
Check out a survey we’ve used in the past to get a better idea of the kinds of questions you can ask.
Now that you have the segments you’ll use, it’s time to segment your audience as they become leads, for that we’ll be using quizzes or opt-in surveys.
You can ask almost any question with quizzes but it’s important to balance questions that help you segment your users with those they find interesting.
Wealthfront uses a quiz to help them better understand potential customers. They ask questions to gauge risk tolerance, investable assets, and investment goals.
When you’ve answered all the questions, they show you a recommended investment plan and estimated risk profile.
I seem to have a high tolerance for risk.
Right below that, there’s a call to action to open your account.
I’ll quickly go through how to make a quiz but be sure to refer to this post on creating quizzes for an in-depth walkthrough.
There are important things to keep in mind when creating your quizzes:
Maintain between seven and ten questions for your quiz. Much more than that and fatigue sets in and your completion rates will start to decline.
Begin your quiz with an easy question they can answer without much effort. Also, end your quiz with an easy and exciting question.
After the initial question, ask your main questions (what’s your biggest challenge related to x? or which of the following best describes you?) second. The answer choices are the groups you identified through your segmentation survey.
Use a variation of “What X are you?” “What is your X” or “what kind of X are you?” for your title. The best performing quizzes use this title.
After they’ve taken your quiz and are ready to get their results, put up a lead capture form. Use a headline for this part that lets them know what you’re going to send them personalized content based on their quiz outcome.
Inside of KyLeads, you have the ability to map each quiz outcome to a different mailing list or tag in your email marketing service.
That way, when they complete a quiz, they’re automatically segmented.
From there, all you need to do is send them targeted emails in line with their quiz results.
Note: If you have a front-end offer, the quiz results page is the perfect place to pitch it.
Website behavioral activity
After you’ve added people to your mailing list, they may or not buy. To increase the likelihood of arriving at your ultimate goal – a satisfied customer – you can layer on another type of segmentation.
Website behavioral activity is a way to segment users based on the pages they visit and content they interact with. For example, if they visit a specific product page multiple times then you can assume they’re interested in it.
Set up automation rules that fire an email when someone has performed a specific action. For example, you can set up an automation rule that triggers when someone has visited a specific page 3 times. Or you can set up automation rules that trigger when someone has downloaded a certain resource.
How to increase your revenue with market segmentation
All marketing segmentation in the world is useless if you’re unable to provide a positive return on investment.
Let’s look at two specific ways to increase your bottom line with market segmentation.
Specific offers for specific segments
Each of your market segments wants something different from your brand. If you have a sports apparel brand there are men and women of varying age groups. All have different goals.
There may be technical runners, people who wear brand names for fashion, or nonchalant buyers who want the best gear for fitness.
Each group would react to the same message in a different way.
Few companies use the data I’ve them given to make targeted campaigns as well as ASOS. There are two things I buy a lot from there, outerwear and shoes. It seems like every time I get an email from them, they’re letting me know about a sale for one or the other.
Here’s an email they sent me recently.
They segmented based on two variables – location and preferences. In the email, they focused on my love of shoes. 50% was too much for me to pass up.
ASOS has a large selection of shoes so it can be difficult to find what you’re looking for. This email narrowed down my selection and gave me a deal at the same time.
At the bottom, they also highlighted some of the featured brands so I could shop only those shoes. This email was super relevant and I ended up buying.
ASOS has my purchase history to work with but you can get similar results by using your customer segmentation quiz.
An Ebook marketplace could segment on the genre of books you’ve purchased in the past (Amazon actually does this).
Poo Pourri goes in a slightly different direction. They send out recommended products to their email list and gauge who clicks on what.
When you click on a product such as Vanilla Mint, you’d be segmented into a list of people who like it. If you don’t buy, the next email in the series also features that product.
This continues until you’ve purchased the product or shown you don’t want it. Either way, they have more data to send out targeted campaigns in the future.
Doggy Loot segments their users with a few basic questions at the point of sign up. Their homepage has been developed to capture leads with a popup and a subscribe menu option.
If you have a large dog they send you something different from the people who have small dogs.
Their open rates increased by 10.2%, clickthrough rates were 410% higher than average, and contributes up to 13% of daily total revenue.
The results were so promising that they rolled out the new homepage to their entire audience and looked for more ways to segment their market.
They did this by adding a MyDogs page where subscribers could add their dogs name, breed, size, gender, and birthday. They then used this information to send even more targeted messages to their subscribers.
Their results from this email marketing campaign were even better. They had open rates of 28.1%, clickthrough rates up to 750% above average, and it contributes up to 16% of daily revenue.
Dynamic content to position general offers differently
When you get down to the nitty-gritty of segmentation, you’ll see there are too many variables (and people) to craft individual emails. To make up for that, there’s dynamic content replacement.
This is the process of sending one email but showing different content base on preferences of the receiver.
For example, you may make one email that changes slightly when it’s a male receiving it or a female. There would also be a third version when you don’t have the specific information you need.
Air New Zealand built a dynamic email campaign called “Personality Allowed.” When passengers booked flights, they would get personalized pre-flight and post-flight emails.
In the pre-flight email, they’d share information such as the weather forecast, flight crew members, and images of their destination.
In the post-flight email, they’d add a link to the MyVoice platform where Air New Zealand allows customers to update their preferences.
The results of the pre-flight email were an average open rate of 69% and a unique click-through rate of 40%. For the post-flight emails, they had an open rate of 60% and click-through rate of 40%.
An algorithm would collate that information and generate a list of artists the customer would be interested in. The information was dynamically inserted into weekly emails which increased their reactivation rates by 400%.
The end results were:
26% open rate increase.
97% clickthrough increase.
56% increase in click-to-open rate.
Market segmentation is one of the most powerful ways to increase your engagement and revenue. Many people believe it’s difficult to get the right data and implement it in their business.
That’s not exactly true. The key is to start from somewhere and work your way up.
Send out surveys to better understand your market
Analyze the results to find the best segments for your business.
Use an opt-in survey or quiz to segment your users and capture contact information
Determine the type of segmentation you’d like to implement (geographic, psychographic, demographic, or a combination)
Set up a few campaigns and tweak until you have a winner.
That all there is too it. You won’t be a market segmentation boss on the first go around but incremental progress will make all the difference.
Let me know how you’re using segmentation in the comments and don’t forget to share.
Today’s business landscape is evolving at a breakneck pace and technology has made it possible to measure almost everything.
This is a double-edged sword because there’s so much data. If you’re not careful, the information bias can creep in and lead to drawing the wrong conclusions about what’s really happening.
You may kill campaigns that were actually yielding fruit, discard tests that were working, take down lead magnets that can be optimized, or push marketing initiatives that hurt you.
It seems unlikely but in this post, I’ll show you real-life examples of the information bias at work, the common places it hurts your marketing, and what to do about it.
What is information bias?
The information bias is an error that stems from a measurement error (the difference between the observed value and the true value). It’s a flaw in the measuring exposure, covariate, or outcome variables that result in different quality and accuracy of information between comparison groups.
Put another way, the information bias happens when the inputs used to draw conclusions aren’t measured or observed properly. This leads to the wrong decisions.
John Hopkins defines it simply as “when information is collected differently between two groups, leading to an error in the conclusion of the association.”
These definitions may not be immediately clear so let me illustrate with an example that cost the company billions of dollars.
The cost of the information bias
Gillette has been a household name for decades. Until recently, it held over 70% market share in the US for its flagship products. Due to many factors like new competitors and attitudes around grooming, that market share has dwindled to roughly 50%. Gillette decided to tap into a social issue to rebrand and increase sales.
Gillette released it’s now infamous short film – We Believe: The Best Men Can Be. It has been viewed 33,000,000 times and has been disliked 1.5 million times.
For perspective, promotional videos get less than 1% of viewers to like or dislike them. The We Believe video had 4.5% of its audience give a negative reaction.
It was polarizing.
How did a multibillion-dollar brand drop the ball in such a massive way?
Gillette has been championing masculinity for 30 years but in the face of declining sales, they listened to a loud minority. Those people make toxic masculinity seem like the norm.
The reality is that only a few men can be categorized as perpetuating toxic masculinity. The ad alienated their core demographic.
In short, they listened to the people who were shouting from the rooftops that modern men are like this:
When in reality, they’re more like this:
Needless to say, the people who buy Gillette products and are part of the second group didn’t like being lumped into the first group. It contributed to Gillette’s parent company, P&G, writing off $8 billion.
This is an extreme example of information bias but let’s look at how it can affect your business every single day.
Areas where information bias affects marketing
As mentioned earlier, there’s a lot of data – a lot of information – in modern business. You can measure everything from the number of people who visit your website and how long they stayed right down to whether or not the red or blue button gets more clicks.
All this data creates silos in organizations. The marketing team knows certain things almost intuitively. Even though it would positively impact the customer service team, they have no idea about it. That’s why an internal knowledge base and proactive knowledge sharing are so important.
If the knowledge isn’t shared, it brings up countless opportunities for information bias to impact your business in unintended ways. I’ll focus on the most common.
It may be due to the methodology of the test, what’s being tested, or the number of people who go through the test.
There are two main problems with conversion optimization. The first is inadequate traffic levels which means a lot of tests don’t get to statistical significance. The second one is what the test is measuring.
A dirty little secret in the conversion optimization world is that the majority of split tests which focus on superficial items like the button color or button text revert back to the median over time. So if that red button increased conversions by 50% today, those results may not hold over time.
For example, there’s a case study about how changing the button color increased CTR by 21%.
I don’t doubt those claims. What I doubt is whether they were able to sustain those gains over time.
This is information bias at its finest. The sample size for tests is too small so we’re using the wrong information to draw conclusions. Conversely, we’re testing the wrong things over a short period of time. When we roll the changes out, they don’t stand up over time.
What to do about it
The solution is dependent on how mature your CRO efforts are right now. If you’re just getting started, the most important thing you can do is to start with best practices and create meaningful tests.
Instead of focusing on the button colors and other inconsequential elements, test things like the layout of a page, the overall messaging, etc. These changes, though larger, have the potential to create long-lasting conversion boosts and prevent you from being forced into a local maximum.
Finally, create benchmarks for your tests such as the number of visitors needed before a decision can be made or the length of time before it can be adopted across the board. Once created, stick with those benchmarks religiously so you have standard datasets to work with.
To that end, we use surveys which are incredibly versatile for understanding customer perception about different aspects of your business. A few things you find out are:
Understand why people stop buying
Figure out what makes people buy
Get deep insights about willingness to pay
A common problem is treating all survey respondents alike. For example, if you send out a survey to your entire email list, some of them are customers and some of them aren’t.
It would make sense to give more weight to the opinions of customers over the opinions of casual browsers or email subscribers. At the same time, you can further divide your customer groups into segments.
Information bias occurs when you send out a survey to everyone who you can contact and give every answer the same weight.
What to do about it
The name of the game here is segmentation. There are countless ways to segment people who receive your survey. You can do it between customers and non-customers. You can segment by purchase history. You can segment based on demographic markers like age or gender.
It’s important to make sure the way you segment is in line with the goal of the survey. For example, if it’s market research, you may want to segment by buyer persona or demographic information. Here are a few more ways to think about segmenting your survey respondents.
Source of the respondent (EG did they come from your mailing list or social follower)
Length of answer (for open-ended questions)
This happened to us when we were testing Facebook ads for KyLeads. We tried to market like a SaaS company and were creating ads that were asking for a direct sign up.
We’d basically show up in your feed, ask you to sign up for a trial, and let our onboarding emails do the rest.
This technically worked. We got signups but it cost us $125 to get a customer. Our ads looked a bit like this:
(bonus points if you can guess the company).
Many people would consider this a success because with this acquisition cost, our LTV:CAC ratio is better than 3:1. There’s just one problem, we don’t have a lot of money in the bank from our VC backers (IE we don’t have ANY money from VCs).
If we tried to scale that acquisition strategy, we’d be out of business even though we’re acquiring customers who would eventually yield a profit.
We put a halt to Facebook because the data was telling us it wasn’t working. We were looking at Facebook ads the wrong way – information bias – and suffering because of it.
Other ways people fall prey to information bias with advertising initiatives include:
Not letting the campaigns run long enough (not giving it enough data)
Using broken funnels/sales processes and amplifying them with paid traffic.
In these instances, the information you receive will have errors which lead to the wrong conclusions. In the end, you may write off ad platforms that have the potential to change the game for you.
What to do about it
The solution here is manifold because there can be many reasons you’re getting the information bias. First, it’s important to run your campaigns long enough to get the right data. Make sure you allocate enough budget to your advertising campaigns before you kill the losers off.
Before you start running ad campaigns, research your market thoroughly so you can make sure your targeting is correct. This depends on the platform you’re using. With Facebook, that’s interests but with Google that’s Keywords.
If you don’t have the time, energy, or skills to do the research then be prepared to test many different variations of your targeting until you’re able to hone in on the one that works for you.
Finally, optimize your pages, sales process, or funnel before you write an ad platform off. Many times, you may get clicks on your ads but no one is converting. Is it because you’re being sent junk traffic? Maybe. At the same time, it may be because of message mismatch or poor landing pages. You won’t know until you test and optimize it.
That process takes time and energy. Sorry, no shortcut.
The information bias, like other cognitive biases, happens whether we like it or not. The key is to be aware of it and actively work to minimize it.
In this post, I’ve touched on a few ways information bias affects businesses and what to do about it. Don’t try to tackle everything at once so you’re not overwhelmed.
Instead, focus on one or two areas such as CRO and determine whether or not you’ve been affected by information bias. If you have, take steps to reverse or minimize the effects of it. When you’ve put processes in place to ensure it won’t repeat itself, tackle the next one until you’ve reduced the information bias in your business.
It’s important to note that you can’t get rid of it completely, you can only manage it. Let me know how you’re tackling the information bias in your business and don’t’ forget to share.
What many people don’t realize is that there are many ways and types of quizzes and each one has a different use case.
Some quizzes are ideal for product recommendations while some of them are perfect for engagement and subscribers.
Personality quizzes fall into the second category.
In this post, you’ll learn how to create engaging personality quizzes that move you closer to the end goal – more email subscribers and customers.
What is a personality quiz?
There are many different types of quizzes. Some quizzes are more of an assessment. If someone gets the answer right or wrong, they’ll get a specific score or grade.
Other quizzes test your knowledge about specific subject matter. For example, how much do you know about marketing? Or how much do you know about Game of Thrones? Depending on how they answer questions, you’ll assess their understanding of the topic.
In both of those examples, there’s a right and a wrong answer.
With a personality quiz, there’s no right or wrong answer because no one can have the wrong personality. What a personality quiz aims to achieve is shed light on the kind of person that’s taking the quiz and make recommendations based on it.
At its core, a personality quiz is designed to reveal something interesting about the quiz taker so they’ll want to share it with their network. This, in turn, gives you more exposure, leads, and social proof. It’s a self-perpetuating cycle.
Why do they work so well?
There’s a reason personality quizzes work and it has little to do with you and your brand. The real culprit is human psychology.
Dr. Robert Simmermon, a psychologist in Atlanta Georgia, says they’re so addictive because of our sense of unfolding story. This is an aspect of narrative psychology which postulates that humans make sense of the world and their lives by grouping events into a series of stories.
These stories fit together over time and essentially form our own biographies. This narrative is always evolving and gives credence or authenticity to us, our actions, and our position as the hero of our own story.
This happens subconsciously. Most people never realize they’re going through this process which is why quizzes are so powerful. When someone takes a personality quiz, the results can reinforce the internal narrative already happening.
This entire process is why Barnum statements are so powerful. You’re able to use general statements and apply them to specific situations. The person on the receiving end of those statements will interpret them how they see fit.
How to make a personality quiz
Now that you’re up to speed on what a personality quiz is and the psychology behind why they work, it’s time to create one. Not just any personality quiz, one that will be shared from one corner of the web to another.
The personality quiz topic is everything
Just like with a blog post, you can, quite literally, create a quiz about anything. That doesn’t mean you should.
The topic you focus on should be relevant to your target market. If you’re in the fitness space, you could create a quiz asking people “What Kind of Game of Thrones Character Are You?” While that may get you a lot of interest because Game of Thrones is so popular, will the people who take the quiz be interested the rest of your brand?
If you’re in the fitness space and create a personality quiz such as “What’s your ideal workout style based on your personality?” it may get less interest. That’s not a bad thing because you know the people who do take it are in your target market.
There are two simple ways to come up with the right topics for your personality quiz
Your own content
The content of others
Your own content
You’ll take the most popular pieces of content and adapt them to make different personality quizzes.
Step 1: Log into your Google Analytics account (if you don’t have GA, it’s free and worth setting up)
Step 2: Choose the correct property (if you’re tracking more than one website) and click behavior > site content > landing pages.
Step 3: Set a timeframe of six months to account for any spikes in traffic that may have happened. It’ll all even out over time.
Step 4: Exclude your homepage and product pages to find your 10 most visited pieces of content.
Run them through Buzzsumo to see which ones are the most shared.
Adapt the top 3 (or however many you want) into quiz topics. As you can see, we’re not taking a stab in the dark, we’re using what your audience has shown you they resonate with to create the personality quiz.
The other strategy is to use the content of popular websites in your niche to find the perfect topic for your personality quiz.
Using the content of others
I’m sure you know the popular websites in your niche so I won’t focus on how to do market research to find them. Here’s how to use their popular content to choose a quiz topic.
Step 1: Navigate to buzzsumo.com
Step 2: Type in the URL of one of the popular websites in your niche
Step 3: Look through the results of the most popular content and see if you can adapt it to make a personality quiz.
Step 4: Rinse and repeat with the other popular websites in your niche until you have a few personality quiz topics you think will work for your audience.
After settling on the right topic, it’s time to make outcomes that encourage sharing.
Creating the outcomes
It may seem like the questions are meant to come first. They’re not because each question and answer in a personality quiz is designed to move people to a specific outcome. It’s the outcomes that make your lead generation successful because if you get lazy here, your new contacts will unsubscriber or ignore you.
If you’re creating the questions first, the answer options aren’t designed to for your outcomes and one of two things can happen:
There’s a disconnect between what a user answered and the outcome they get
You have to go back and recreate the questions
Neither option is ideal.
That’s why we create outcomes first.
Your outcome is designed to do two things:
Use the information the quiz taker gave you to diagnose their problem or personality and also show them the next steps.
The next steps can be anything. A product recommendation, a course of action, signing up for a webinar, etc. It depends on you.
There are two ways to create an outcome with KyLeads. You can redirect quiz takers to a specific page on your website or you can create an outcome directly within the quiz builder.
Both options are viable but setting up your social sharing is easier from within the quiz builder. Whatever route you choose, there are certain elements each outcome should have.
There are two types of images you can use in the outcome. You have your featured image and you have additional imagery inside the outcome itself. This is found within the outcome itself.
The first image quickly communicates what the outcome is all about. The other images help your quiz taker better understand the outcome they’ve gotten.
Think of it as a blog post. You have featured images and other images that help you drive your point home and illustrate what you’re talking about.
Relevant outcome text
After you’ve decided on a relevant series of images (or at least the featured image), next comes the outcome text. This can also be a video.
Many people drop the ball here because they want to write 50 words and call it a day. After all, they’re only interested in the leads they’re generating. While this can technically work, it can leave a bad taste in the mouths of your audience.
They took a few minutes to go through your quiz and the outcome wasn’t relevant to them. Do you think they’ll pay attention to your follow up emails and offers or even share the outcome they got?
The most effective outcomes are at least a few hundred words long and have two parts. The first part is where you talk about their answers and what it means for their personality.
The second part is where you present a CTA for them to take the next steps.
A CTA moving them to the next step
This can be anything that makes sense for your business but it has to be relevant to the quiz. After you’ve used Barnum statements to present their outcomes, what should they do next?
How can they take advantage of the new insights they’ve gained?
You prescribe a solution and show them how to take the next steps.
For example, if you found out that their marketing personality is publish and pray, you could present a simple product that helps them get more organized with distribution.
What kind of products and services do you have that can tie into the outcome or would make sense to be the next step? This is a front end offer so it shouldn’t be too expensive.
Up next are the questions.
Write compelling personality quiz questions
Note: we’ve written extensively on quiz questions here so I’ll just highlight the main points for you. Be sure to read the article I just linked.
Keep in mind that personality quizzes are informal. Even if your brand isn’t adventurous, it’s a rare opportunity for you to loosen up.
Ask questions using words and phrases your target quiz taker would use naturally. If they would use contractions then you use contractions. If they describe carbonated water with food coloring as soda or pop then describe it the same way.
Here are a few other things to keep in mind:
Start with an easy question and end with an easy question
Keep it between 7-10 questions
Incorporate your brand personality
Use simple language and avoid being “clever”
Keep your target user in mind
Those are the most important aspects of creating a compelling set of quiz questions. The most important thing is to make sure they match your outcomes so there’s no disconnect.
Make a compelling lead capture page
This is the fun part – generating email subscribers.
It can also go wrong.
Because simply telling quiz takers to enter their details to get their results isn’t ideal. This may work and oftentimes, it works better than a site wide popup.
We’re not looking for incremental improvements. We’re looking for 20% – 40% conversion rates on our quizzes. That’s not possible when you don’t give an incentive that goes beyond just telling people to sign up to get results.
Here are a few things you can do to create a better offer at the point of lead capture:
An email course based on their outcome
So yes, you tell them that they need to submit their email address to get their results but you also layer on an extra reason.
Within the KyLeads quiz builder, that’s as simple as adding a heading and subheading. Since each outcome has a unique mailing list or tag applied to it, set up your email marketing service to deliver a lead magnet or whatever the incentive was depending on the outcome they got.
Personality quizzes are a powerful way to generate leads, understand your audience, and engage with your current subscribers. It’s also easy to get wrong and not see the results promised.
This post has gone through the process of creating a quiz from choosing a topic to building the lead capture page. Out of everything, the topic is the most important.
Go through the process outlined here starting with your topic to create a compelling personality quiz.
Let me know what you think in the comments and don’t forget to share.
It sucks when you’re creating great content and great products but you’re unable to get readers to visit your blog.
Many people think it’s a content problem so they focus on making more of the same. That’s not always the answer. It’s almost never the answer.
It may work for websites like Entrepreneur and Forbes but for a smaller website, more content won’t cut it.
In this article, I’ll go through a few specific ways to get readers and turn them into subscribers at the same time.
First, create the right content to get readers to your blog
This is where most people miss the mark. It’s sad but true.
The content created just doesn’t appeal to their target market so their target market doesn’t pay attention.
Yes, “how to make a GIF” gets 33,000 searches a month but is that relevant to your target audience?
Will those people be interested in your products, services, and other content?
The right content is important. In a study by Conversant, 65% of consumers say they’re fed up with irrelevant content. Needless to say, this can make or break your ability to get readers.
So how do you find the right content?
There are countless ways to do that but I’ll share two that have proven to be effective. The first one is to improve upon what’s already worked in the past. Brian Dean refers to this as the Skyscraper Technique.
I like to call it a bit of common sense.
There’s no need to reinvent the wheel and come up with something that may or may not have demand. This technique makes sure you’re on the right track.
There are just four steps.
Step 1: Choose a few topics to write on.
The reason you want more than one topic is that you may not be able to create something better than what’s already available. That’s OK, move on to the next one if that’s the case.
Step 2: Find content that’s done well in the past.
There are many tools for this but we like to use BuzzSumo.com. You can search by domain or keyword. In this instance, we’re going to be using the keywords from the topics you shortlisted.
Navigate to the homepage and type the keyword into the search box. You’ll get a list of results like this:
It has a free plan with limited results & metrics. You can also use the options on the left to narrow the results down so it’s more relevant to your situation. Check for the angle that’s been shared the most.
Go through the results and assess whether or not you can create something better. If you can then you’ve just gotten relevant content that people care about.
Step 3: Create the content
This is the second hardest step. Create content that’s better than anything else on the internet.
It doesn’t always have to be longer to qualify as better – though it helps. Design, rich media, and interactivity also matter.
Better is dependent on what your audience appreciates and responds to. For instance, in our niche, people like screenshots, linking to the source material, and long-form content.
In the fashion niche, it’s more about images and videos. Do what works for you.
When we adopted this strategy for our CRO statistics post, we decided to make it longer and better looking.
Up until this point, the focus is on finding and making the content. That’s the easy part when compared to distribution. I’ll talk more about this later in this article but you should follow promotion best practices to get readers to show up.
Post to social channels, email your subscribers, @ people on social media, post on forums, etc. Unfortunately, these things by themselves will only get you so far.
It’s important to also reach out to people individually and build links to your content to get the most bang for your buck.
Quora is the ultimate question and answer website. I’ve spent far too much time there myself answering questions to get readers and connect with others. It’s also a great place to research topics that people are truly interested in. The process is simple.
Log in or create an account and look for topics related to your niche by using the search bar at the top of the screen. Use broad keywords then slowly narrow your search.
Quora will show you a list of suggested topics. Click on any that catch your eye and go through the suggested answers.
When you click on the question, take note of the number of people following it as well as the number of answers and views on the content.
In the above image, thousands of people are following the question. This is a huge niche so the questions have more reach. Look for questions that have a large number of followers and views relative to the size of your niche.
If you’re in a small niche, 100 followers may be a good number to aim for. If you’re in a larger niche then you’ll be looking for questions with at least a few hundred followers.
Shortlist the promising questions and start creating content around them. These two methods should help you produce a lot of relevant content for a long time to come.
Optimize it for clicks and engagement to get readers
Relevant content which is useful for someone may be different from the content people enjoy interacting with.
I may have an embarrassing skin condition and need information about treatment options. It’s important and relevant to me but the research process isn’t enjoyable.
I do it because I have to but your content should be interesting, relevant and engaging. That starts with the headline.
Create a compelling headline/title
This is where a lot of your time and energy should be spent when it comes to content creation. If the headline isn’t catchy, no one will read/watch/listen to the rest of it.
A famous quote by David Ogilvy goes:
“On average, 5 times as many people read the headline as read the body copy.”
For every person that reads your article, at least 5 saw it in their feeds, in the forums, in your email blast, etc. Now, in a digital context, that ratio is worse.
After you get readers to start interacting with your content, an entirely new battle begins. The fight to keep them on the page.
It’s said that attention spans online are just 8 seconds. While that may be true in certain contexts, it doesn’t share the entire picture.
People focus on what interests them. That’s why we can tune in to our favorite shows every day for an hour or watch a movie like The Avengers and still want more.
That’s why it’s important to create relevant AND engaging content.
If you look back through this article, you’ll notice a lot of images. That’s intentional. It breaks up the text and makes it easier to read.
Here are a few things you can do:
Add video to blog posts
Break up the text with images
Add audio files that are relevant to the content
Develop a publishing cadence and stick with it
It doesn’t matter if you have a great blog with the perfect content. If people can’t count on you to deliver that content regularly then they won’t visit often. You don’t get readers. What’s the point when there’s nothing new?
Blogging for your business or as a business is a long term play. It doesn’t yield fruits after just one week. Most businesses that use content marketing publish a piece of content every day while a good portion of them publish once a week.
The key is to publish as frequently as possible but only if you can keep up with it. It’s better to publish once a week than to publish every day for a week then not publish again for a month.
Your readers will come to see you as reliable.
Pay for distribution
When people think about advertising, they usually focus on direct response. This can work well depending on the product you’re promoting. Most of the time, people don’t buy on the first visit.
Usually, they want to interact with your brand a bit more and make sure you’re legit before they get started or buy from you.
Great content is the perfect way to do that but getting it in the hands of the right people is hard. Enter paid distribution channels.
I’m not talking about Facebook or Google Ads. Those are too expensive for blog traffic.
We ran an experiment and spent $45 for just 38 link clicks. It was just traffic to a blog post with a lead magnet that was converting at 4%. That means it would cost roughly $30 to get a lead.
Those platforms are good for retargeting and such but not for driving a ton of quality traffic.
Enter alternative ad networks. Two of my favorite for driving traffic to a blog are Ad Maven and PropellerAds.
You can get clicks (using the push notification ads) for as little as a penny – and it’s traffic that converts. Just $100 to a series of articles on your website can yield over 10,000 visitors.
The above image is a test campaign we ran.
Once you get those readers they’ll share your content, subscribe to your mailing list, and follow you on social media.
Once you’ve gotten visitors to your website, it’s time to turn them into subscribers.
Targeted landing pages
In this context, a landing page is any page on your website that has minimal navigation and is focused on a single goal. That could be sales or lead generation.
Most people don’t have enough landing pages on their websites. According to HubSpot, the more landing pages you have, the more subscribers you can acquire. Why is that?
Part of the reason is that you’re able to create targeted offers for different segments of your audience.
For example, if you have a website that deals with furniture and clothes, the people looking for furniture will respond poorly to offers about clothes and vice versa. With targeted landing pages, you have the ability to narrow your offers based on the content they consumed.
How to create a landing page is beyond the scope of this article, but here are a few things to keep in mind.
Use short text and bullets (depending on what you’re asking for)
Social proof if you have it
Consistent imagery and colors
Clear CTA button that can’t be missed
Here’s a simple landing page on our website that follows the above rules and converts above 30%.
Content upgrades exploded on the scene a few years back and have been working well ever since. Content upgrades are simply bonuses or additions that expand the utility of a specific piece of content.
They’re hyper-focused on the content being consumed and you can see email sign up rates many times higher than a lead capture page/popup.
There are a lot of ways to go about creating a content upgrade. If your post is long and in-depth, you can repackage it as a PDF version. If not, you can create something like a checklist, quick start guide, additional information, or curated resource.
The choice for your content upgrade is up to you. The key is to create them for your most popular posts. Look at your Google Analytics account (or whatever you’re using for analytics) and sort by the most popular posts in the last 120 days or so.
To do this in KyLeads, simply create a popup the way you normally would and set up page-level targeting.
Aim for a conversion rate of 4% at the least but it can go as high as 20% or more.
All of these things are good but what’s even better is the fact that you can get better conversion rates than popups and most landing pages. As long as the quiz is relevant, you should see conversion rates as high as 30%+.
This quiz we have is relevant to our target audience and also gives useful insights when someone submits their details and gets to the custom outcome page.
For example, if you have an article on your website called “10 little black dresses for summer” you can create a quiz called “What’s the best little black dress for your personality.”
It’s relevant to the content the person is consuming and also gives you the opportunity to present a targeted product.
You get a new email subscriber and possibly a new customer. It doesn’t get much better than that.
The nuances of creating a quiz are beyond the scope of this post but we’ve written a detailed guide on it here. Be sure to check it out before you create your own interactive quiz.
General opt-in or blog specific landing page
A general opt-in may not be nearly as effective as your content upgrades but it still works to get subscribers from lower traffic posts.
Use it on content which may not be worth the effort of a dedicated content upgrade but should still support your lead gen efforts. Conversely, you can make a blog specific landing page. Anyone that lands on your blog posts will be shown a CTA to visit the landing page.
Just like with your targeted landing pages, you should have minimal navigation, a compelling headline, social proof, etc.
Don’t go overboard with this page. You’re not selling anything and you want to quickly share the benefits without overwhelming your visitors.
In addition to linking to it from your main navigation or a floating bar, you can also link to it from:
Your social profiles
Regularly through social media updates
Your forum signatures
Offer simple tools and calculators
Your audience is using a lot of tools to achieve their goals and when you offer one as a lead magnet, it can have incredible results.
It’s important to note that your tool or calculator or doesn’t have to be complicated and involved unless you want it to be.
For example, we’ve had success with something as simple as an excel sheet that calculated the estimated conversions of a launch based on a number of factors. It took an hour to set it up.
Other organizations have gone further. Bryan Harris of Growth Tools regularly creates free software tools for his audience.
They’re highly relevant, deliver a lot of value, and generate thousands of subscribers every month. Those same subscribers go on to buy their products and services.
This particular approach is referred to as engineering as marketing and has been used by many companies to grow their email lists and attract subscribers.
WP engine also follows this route. It has a speed testing tool that lets you know how your WordPress site stacks up. In order to access your results, you have to submit your information.
We also use this to an extent. Though it’s not gated with an email subscription, we have an ROI calculator that helps our audience understand the numbers they need to be profitable.
Think about what kind of simple tool your audience needs and create it. Drive traffic to it by using a traffic redirect popup or floating bar. Over time, it’ll start picking up links and rank well in search engines.
There are countless ways to get readers to your website.
You can spend ten thousand dollars on Facebook traffic and hope it works out or follow the systematic process outlined in this article. The first step is to always make content that’s relevant to your target audience.
After that, optimize it for clicks and engagement. Finally, distribute it far and wide. When the readers come, pick a few of the strategies outlined in this article to get email subscribers and you’ll have a large audience in no time flat.
Let me know how you get blog readers in the comments and don’t forget to share.
Do you have testimonials from customers that point to specific results or outcomes they received?
Do you have a quality control process that ensures purity? Alcohol companies do this by telling us their drinks were distilled three times and aged over the course of five years to ensure quality and flavor.
Novo watches takes storytelling and specificity to heart. In the above image, it looks like a text heavy page.
That’s not the case.
They have compelling product imagery and a video above the fold.
Down below, they get into the details. It tells the story of the machinery they repurposed to make the watch.
The details and history weave together to form a strong narrative which helps close the deal on their $4,000 (CAD) watches.
Let’s say you’re selling a laptop that has one terabyte of hard disk space. That’s nice but most laptop buyers don’t know what that means in a practical sense.
This is where the benefits of your features come into play.
You can restate it as one terabyte of hard disk space to store your entire movie library, tens of thousands of songs, and pictures of every family event.
Suddenly, it’s easy to see how useful one terabyte of space is.
There’s a simple test you can perform every time you write a feature. At KyLeads, we call it the “And so what test.”
For every feature you have or want to mention, ask yourself “and so what?”
Our sunscreen has SPF 30. And so what?
Which means your skin is protected from 97% of all UVB radiation so you can enjoy your time in the sun without worrying about harmful effects.
We discuss the benefits of our features on our quiz product page. Instead of just saying you can do xyz, we also point out why that matters and the advantages it gives.
Have you ever understood what a product did and thought it would be valuable but couldn’t decide how you’d use it?
With a fashion-oriented purchase, you may like the piece but can’t figure out what you’d wear it with. That alone may make you skip it.
What about when you want to get something more important like software for your business?
You can understand the value of the software but don’t know how to use it in your business.
This happened to us recently.
We use a tool called Databox to combine and visualize some of our data.
When we were evaluating it, we knew it would be valuable but couldn’t figure out how to apply it to our particular situation.
Databox knows their prospects have this problem so they include a line on their homepage that addresses it.
The link in the above image takes you to a page with multiple templates. Each one is a use case.
That’s just the tip of the iceberg. Almost any product can benefit from displaying new and interesting use cases to potential customers.
Computers can be used for gaming, social media, or entertainment.
A table can be used in the living room, office, or on the patio.
Shoes can be for work, a night on the town, or weekend hangouts.
You know the ways your product can be used better than anyone. Educate your potential buyers to give your product page design an edge.
Visible refunds, shipping, and terms pages.
No one likes to be surprised during or after a purchase.
How would you feel if you were excited about a book, a pair of shoes, or anything else you were about to buy only to realize the shipping charges were exorbitant?
If you’re like 44% of people that abandoned carts, shipping may have played a part. It’s better to pre-qualify visitors who won’t pay shipping than have them skew your metrics.
Amazon is crystal clear with their shipping information. For the product in the above image, they mention how much shipping costs four separate times.
Be crystal clear about how long shipping takes and how much they will pay. You don’t want people hitting up your support line for products that haven’t arrived yet.
Apart from shipping, make sure it’s easy to find refunds, returns, and terms of service pages. An online purchase comes with a lot of uncertainty.
It may not fit, the software may not work right, the widget may be a different shade of blue, etc. Clear refund and return information alleviates some of that fear and increases the likelihood of someone giving you a try.
Sunday Somewhere includes shipping and return information right on the product page.
Now, people can make an informed decision about whether or not they’ll pay shipping fees.
Before we jump into videos, I want to make it clear that they’re optional.
Not everyone has the budget or the skills to make high-quality videos.
A subpar video will do more harm than good so if you can’t get it right then skip this step altogether.
Now that the disclaimer is out of the way, video can work wonders on your product page.
I’m sure you’ve seen poorly executed videos that do more harm than good.
There are three key elements:
Cohesive narrative. A good story/narrative draws us in and keeps us engaged. While you’re busy enjoying the story, lessons and information are passed into your mind. There’s no defense because we’re hardwired to love a good story.
Leave out all the buzzwords, jargon, and symbolism. You’re not trying to win an award, you’re trying to get people to buy. Let them know what it does, why it matters, and the outcome they can expect as a result.
Quick delivery. Again, you’re not trying to win an award. You’re trying to get a message across. Deliver it as quickly so your visitor doesn’t get tired.
In Qubit’s product video, they focused on one thing – speed. They wanted to illustrate how fast it was to get set up with their platform.
It was cohesive. They focused on one aspect of their product.
It was clear. They used no words and let the video do the talking.
It was concise. At 1:44, it was a good length for on the go consumption.
An online purchase is unique in many ways. Your customer is trying to understand what they’ll get from a few pictures and words.
There’s no way for them feel, smell, weigh, or otherwise interact with the product.
Images and videos help but they still leave a lot to be desired.
Many product page designs don’t make room for the technical details/specifications. It seems like unnecessary information people don’t need.
It’s true, a lot of people don’t care.
It’s also true that a lot of people do.
A small percentage of them will write in and ask for the information they need.
Most of them will bounce and leave you with a lost sale.
For the people that want the technical specifications, you can add them under a tab or in a section after the main product information.
One of Press London’s products is what they call homegrown supplements for hair, skin, and nails. They offer a quick description next to the product image and an option to read more.
They’re aware their customers need more than a three line description before they buy ingestibles. In response to that, they add a detailed section that gives a more thorough description as well as an ingredients list.
Images are a tried and tested way to illustrate your product. It doesn’t matter if you’re selling software, clothes, or drones.
In fact, you can’t sell without images.
People want to see what they’re buying before they enter their credit card details.
Shopping is a tactile experience. People see and feel the products they buy. Online, that sensation is missing. The best way to bridge that gap is to use clear high-resolution images.
Take the pain out of leaving reviews by adding the option to leave one right on the product page.
WordPress.org clearly displays reviews for plugins.
It seems people aren’t happy with Gutenberg.
There are a number of ways to take advantage of the reviews you get.
Video reviews on the product page for people to play while making the final decision.
A weighted review score that takes into account all the reviews you’ve received for that product over time. The individual reviews that make up this average are also displayed.
A text review (without the score) that shows the persons headshot and a specific reason why they liked your product.
Images of the customers using your product or service. This is also useful for other marketing collateral.
This Amazon page for Gates of Fire by Stephen Pressfield (recommended read) combines many of these features together.
A note on negative reviews: If all of your reviews are five stars then something is wrong. You can’t be perfect for everyone. A bad review here and there is expected and can help you shape the kind of product people love.
Second note: You may not have reviews and testimonials in the beginning and that’s perfectly OK. We all start from zero.
Examples of Product Pages that work
We’ve gone through the process of understanding what makes a great product page stand out. Now, let’s look at a few examples of high converting product pages.
Note that some of the things mentioned below are on the page but not in this particular screenshot.
What I like:
They show multiple angles of the product with and without a model
They have a prominent star rating for the product
Size chart clearly visible to reduce returns due to poor sizing
Contrasting call to action button with action oriented wording
An extra sizing chart that would give you a better idea of the fit
A recommended products section
What I don’t like:
The product description is just a bunch of bullet points that list out features and few benefits
No lifestyle shots of the clothes in action
Shipping information isn’t readily available
Pure Cycles sells premium bikes for adults. At least, that’s the message I got from their messaging and the imagery they use.
What I like:
The details section is well written
They have product as well as lifestyle images
Further down the page there are videos of the product in action
Reviews score is prominently displayed
Return policy and warranty is clear
Action oriented call to action button
What I don’t like:
The reviews aren’t on the same page
Size information isn’t clear until you scroll further down the page and open a different tab
Call to action button blends in with the color palette of the website – it’s muted.
Figleaves is a women’s Ecommerce brand that sells lingerie, nightwear, and Uggs (no comment on that one).
What I like:
Prominent reviews section
Very clear shipping and returns info. If you click the link, it opens a popup.
Multiple product images with and without the model
Zoom on hover to get a closer look at the product
Action-oriented call to action
Recommended products further down the page
What I don’t like:
No sizing information
Call to action button is a different color but it’s muted
Generic product description
No lifestyle images
We all know Dove for their beauty products and more recently for their real beauty campaign. They also do well with their product page.
What I like:
They have prominent review info
Nice CTA color
Strong CTA text
Interesting question and answer section
More detailed information nestled in dropdowns
Product zoom function
What I don’t like:
The product image takes up most of the fold
No return information
No shipping information
No pricing information
Your product page is an asset that determines whether or not your business will be successful. I hate to put so much emphasis on a single page but it’s the truth.
IF there’s missing information or it’s poorly presented then all your marketing can go to waste.
In this post, we’ve taken a deep dive and you’re well equipped to create amazing product pages.
Start with the copy and make sure it’s specific and benefit driven. Show important information upfront to instill trust and reduce the fear associated with buying things online.
When you have compelling copy, the right imagery, and clear calls to action your product pages do what they were made to do – sell.
Let us know how you’re designing your product pages in the comments and don’t forget to share.
Timing and personalization are vital for lead generation and conversion, so in this article, we’ll take a look at how to make these processes more effective (and less annoying to users) with the help of lead generation triggers.
Lead generation triggers are automated messages triggered under certain conditions to turn a visitor into a lead.
Who are we going to trigger?
The key idea is different types of leads require different approaches. Some people visit a website and don’t know what they want yet. There are also people who look for something specific. In a nutshell, leads can be divided into:
Cold leads – onlookers that aren’t ready to buy. They compare offers and consider multiple solutions. It’s important to tell them more about the product and gently lead them to the right decision (that is to buy from you, of course).
Hot leads – visitors ready to buy. They simply need a little help (e.g., get to know about the terms of payment and/or delivery). However, keep in mind that you still need to qualify those leads to ensure they match the ideal customer profile and score them to asses their value for the company.
Side note: if your company relies heavily on sales, I recommend Aaron Ross’s Predictable Revenue book where he shares a few good ideas on the subject of lead generation, qualification, etc.
Triggered messages in the lead generation process
After users perform certain actions on the website they receive automatic triggered messages. Went to the registration page? Spent some time on the website? Closed the page? Well, there’s a message to trigger for each of these cases. It all acts as a reminder about you, your website or your product.
Lead generation triggers can be shown in the form of:
Chat messages. You can deliver triggered messages to customers via embedded online chats. It is a widget installed on the website to communicate with customers online. Chat widgets provide a way to quickly consult users, answer their questions and potentially influence their decision. It’s a good way to increase conversions.
Email. Never gets old and still yields the best ROI.
Web Push notifications. Web push notifications are a way to deliver information to users by means of short messages to the browser they use or directly to their desktop/phone. After they opt-in, the messages are sent whether they’re on the website or not. Similar to an email list, users subscribe but they don’t need to provide any personal information. A lot of them will prefer this option over email subscription.
Note: Push notifications only work if your website has HTTPS though there are workarounds provided by many companies.
The lead generation process you choose depends on your goals and audience but you’re not limited to a specific type of triggered message. You can use pop-ups to collect contacts and then launch an email campaign and follow up with push notifications. The end result is a lead nurturing campaign that leads to increased sales.
Popup window lead triggers
It is important to properly adjust popup display time in order to increase efficiency. The right delay depends on a number of factors but you should wait at least a few seconds. You can also set it up to popup when the cursor moves off the screen (meaning the user wants to leave).
If the popup appears immediately after the main page loads, there’s an increased chance that the visitor will leave. Let visitors browse the catalog first, look around, add something to cart, consume content, and then show a pop-up message.
Wisely delayed pop-ups can boost your subscription rate up to 3 times. The thread on pop-up timing on StackExchange suggests the delay may vary from 5 to 60 seconds. Might sound confusing but there’s a wise tip in the very same thread: refer to your ToP (time on page) metric and display the pop-up before the user leaves. There’s no point in 60-second delay if your average is just 10 seconds.
As for the content of the popup it varies from industry to industry:
In Ecommerce, pop-ups tend to present a discount (if your company cannot offer a discount, remember that users may be interested in useful content — guides, case studies, selections, etc.)
Media resources offer subscriptions or, again, notify about a limited time offer of a discount
B2B companies can use popups to suggest to schedule a meeting/call.
As a particular instance of a quality pop-up content, one can gamify customer experience and offer people lead quizzes. It is a great option to:
Step-up your engagement rate and reach out to those who are usually hard to engage (let alone convert)
Get to know your potential/existing customers better
As an interactive form of content, lead quizzes have proven to be up to 3-4 times more efficient in terms of lead generation and conversions. You can learn how to create a viral interactive quiz for lead generation in a thorough post by KyLeads.
Web-push is more appealing to users who do not want to leave their contact info. They hit the “subscribe” button and receive triggered messages via their browser or directly to the desktop even when the browser is closed.
Most use push notifications promote content, but they can do more than that:
Personalization and push-segmentation are in full bloom these days. Here is an example of bulk segmentation at OneSignal. Take a closer look at their docs to get an idea of what is possible in regard to user-to-user notifications.
Here’s a glimpse at how one can use push-notifications:
to work with customer doubts and objections
to offer useful advice
as a reminder that a customer has yet to make a purchase, or finalize an order
Notifications help online stores:
Talk about discounts and promotions.
Remind of an abandoned basket.
Show additional goods.
Many services use push notifications as a reminder to their customers (offers, delivery dates, order status, etc), or send interesting content and thus warm their leads up.
Optimizing the lead generation process with email
This one is a versatile tool to use in different scenarios. You can remind users about your existence, you can educate your user base, or (in a case with online stores) make them return to the cart and close the deal.
Online stores use it to:
increase the average order value by sending users a personalized catalog of goods;
Subscribers might not see the value of the service after the first month of use and will not renew the subscription. Sending them a series of messages is useful to prepare them for renewal (in advance) or make them reconsider later. That’s where need to think through your email strategy.
When and what emails to send:
Send the first email right after the subscription is complete. Provide readers with the info on when the subscription ends, the price and remind them about the auto-renewal feature (if present).
Send a follow-up email in the middle of the month. Tell users about new features of your service, showcase recent customer cases, work out most (if not all) objections, provide solid statements and proofs for why you’re useful and worth your price to make users prolong the subscription.
At the end of the month, a user should receive an email informing them the subscription expires in x days. This may be an opportunity to encourage them to upgrade.
If someone cancels the subscription in advance, send them a reminder email with info on when it ends and how to renew it. Write a compelling headline so it gets opened then remind them why your service is amazing.
Also pay attention to your email campaigns to avoid pitfalls. The most common is dead-end lead feedback. A lot of campaigns target potential leads, simply sending offers, content, or whatever. It seems to be enough, right?
These automated campaigns are often left unmonitored. It is not uncommon (even from my experience as a lead) for a lead to take interest in an offer, ask some questions, and get no feedback. Setting up a campaign is not enough, you also need to monitor it, segment it and manage it over time.
Online chat is a useful tool for digital marketers and entrepreneurs when you want to help a customer pick a product, tell them more about special offers, or otherwise help with a purchase. It also helps you build trust. When people can ask about the size of clothes, terms of payment and/or delivery and get an answer right away it builds a connection between your platform and a user.
Some users are not ready to write first. After a user has spent some time on your website you can reach out to them via the chat.
Send them a triggered message like this:
“Hi, I’m your personal consultant [name of the consultant].
How may I be of assistance?”
The message and timing may vary.
Imagine a customer browsing through a specific section of your catalog for 3 to 5 minutes. That’s when you can address a customer with a more specific message: “Hi, looks like you couldn’t find the [product type] you need. Let us know what you’re looking for and we’ll tell you when it’s going to be in stock.”
You may be surprised but many users still treat these chats as automated, lifeless, pointless implementations and don’t trust them. “Why waste my time and write to some stupid bot which is not going to help me anyway?”
There are two important aspects to consider:
motivate users, make the first step (people are kind of shy when it comes to parting with their money)
show them you’re a real person, not a generic chat-bot
It’s all a part of a broader field — conversational marketing, which companies like Drift specialize in. It is fairly simple to implement and won’t require you to conduct a redesign or start your business from scratch. You can read a detailed guide to the conversational framework on their website.
Lead generation triggers help inform customers about the best deals, as well as increase loyalty and average order value. Use the appropriate types of messages and configure scripts properly to effectively solve business problems.
Do not spam, take it easy and make your pop-ups smaller, people want to consume content without being interrupted. There is a reason why users choose to block ads and even Google introduced inbuilt ad-blocking in Chrome. Dial it down a little.
However, remember every channel and every message has room for variation. Think outside the box and don’t forget about personalization. Be sincere, stay close, grow profitable.
Dmitrii Borodin, founder of GRIN tech — a boutique agency doing things online and claiming to do a full cycle: design, development, and marketing. Apart from client projects and everyday hustle GRIN tech’s team is playing around with in house projects like GRIN launcher & GRIN games. Find them on Twitter and Reddit.
They can help you capture the attention of users who would otherwise exit your page without making a purchase or becoming email subscribers.
That’s never a fun experience.
It takes a lot of effort and energy to build an engaged mailing list that buys from you.
According to the experts, you need to create lead magnets that speak to your target market. I won’t get into the mistakes people make when they’re trying to create effective lead magnets.
If you’ve built the perfect lead magnet for your audience, you may still be struggling to grow your mailing list as quickly as you’d like.
There are a lot of factors that contribute to it but the lack of an effective exit intent popup may play an important role.
We’ve been quietly working on creating exit popups that will allow you to trigger different types of notifications based on visitor behavior.
I’ll walk you through what’s new in KyLeads and how our exit triggered popups work as well as how to make exit popups that convert visitors to subscribers.
Exit popups in KyLeads
As I mentioned before, we’ve been quietly working on developing and testing our exit popup feature. The key with exit popups is to present a relevant offer when someone shows the intention of leaving the website.
A mistake people make is trying to show exit popups to everyone that lands on a page.
Why is this a problem? After all, you want to capture the visitors who would otherwise leave.
Yes, that’s the idea in theory but in practice, not all the people who visit your website are qualified. A lot of them get there by accident and will exit or press back immediately.
An exit popup won’t help you capture those contacts because they’re not right for your business anyways.
It’s important to filter out users who fall into that category.
KyLeads exit intent popups allow you to include a trigger option based on time in addition to triggering it based on leaving the current page.
Here’s how that’ll look in practice.
When you’re creating a popup form (either full screen or modal lightbox), navigate to the display options:
When the page loads, scroll down to the bottom and you’ll see the exit intent options. Toggle it on and set a minimum time delay before it can be shown to page visitors.
This will filter out the people who landed on the page accidentally or don’t find value in it. When you’re done, publish your popup and start collecting email subscribers.
Now, let’s look at what makes an exit intent popup and how to create effective ones for your website.
What Is an Exit Popup?
An exit popup is a display that comes up on the visitor’s screen when they attempt to leave a website.
A user could be on your page, and while viewing it, they might not find precisely what they’re looking for. Naturally, they’ll want to leave but while in the process of closing the tab or pressing the back button, an exit popup appears (either covering the whole page or a portion of the page) for the user to fill with their contact information.
Exit-intent popups give you one last opportunity to appeal to your visitors by detecting when the person is about to leave.
It might seem that popups are unnecessary because the visitor was already leaving your site. But, you know what they say, you lose all shots not taken.
No matter how you feel about exit popups, they’ve been proven to work well to increase the number of people becoming email subscribers.
Difference between exit popups and other types of popups
Popups appear in different ways. Some of them show up instantly on arrival on the page or when certain conditions such as time on page or scroll percentage are met.
Instant popups might seem like a great way to get customers involved, but in truth, it’s the direct opposite.
When you visit a website, you’re usually in “look and see” mode. You could be shopping, anticipating an informative article, or something else entirely. If a popup appears immediately and conceals the content the visitor is looking for, they may get irritated.
Exit intent popups work a bit differently. They’re a response to the visitor’s desire to leave your website – their intent.
As mentioned before, it’s your last opportunity to engage with users before they bounce.
It doesn’t affect the user’s experience as much as other lead generation devices. Once the visitor decides to leave the page, they simply can. There’s no after effect.
As with other lead generation tools, it’s important to get the message right. If you don’t then you won’t see the gains associated with exit intent popups.
Strategies to create an effective exit popup for list building
1 – Exit popup discounts
Almost everyone loves a discount.
if you have an Ecommerce site it’s important to build a list of contacts that actually care about your products. An exit popup with a discount may be the key.
Because it’s only someone that has an interest in your products and services that’ll decide to sign up for a discount.
Instead of the regular ”Subscribe Here” many websites use (I’ll never know why they do that), you can use “Get this 10% DISCOUNT off your first purchase” to only get the people with the greatest purchase intent.
Even if a purchase is not made due to other reasons, no harm is done, the visitors has filled in their details so then you can later promote other offers.
Busted Tees goes above and beyond by offering a full 40% discount to new customers. Either they have amazing margins or it’s a loss leader (loss leaders are also used on thank you pages).
These are even more effective when you create discounts for different categories of products on your website.
In a nutshell, they help your page visitor take the next step or make the current thing you’re talking about easier.
There are many ways to deliver an effective content upgrade and exit intent popups qualify.
They have the benefit of not interrupting your visitor while they’re deep in your article. At the same time, they make it possible to deliver the extra piece of the content puzzle.
If you choose the topic wisely then you’ll see a lot of people decide to sign up for it.
This is a clear example of using this strategy. It’s simply a PDF file of the article that the reader can get access to on-demand instead of coming back to the article every time they need to reference it.
3 – FREE TRIALS
Sometimes a visitor lands on your page and loves it but doesn’t know what the next best step to take is. This may be due to skimming or because there’s no clear CTA (fixing that is a topic for another day).
Either way, they’re going to leave before performing your desired action.
An exit popup providing a free trial for the product will make the visitor put out their information before using/downloading the product.
At the same time, you can use the exit popup to direct them to the free trial page where they can insert their information.
This also helps in a competitive market where there are more than 2 providers of such service/product eg Logic Pro and FLStudio or adobe and inkspace.
4 – Use attractive pictures in exit popups
They say an image speaks a thousand words. That’s just as true online. Choosing the right imagery for your exit popups is just as important as the message you use to entice visitors.
The aim here is to catch the eye of the visitor. You want a conspicuous exit popup to compel the visitor to take a second glance.
Consider putting an image that could cause a polite shock to the visitor, be creative with your image, and make sure it’s related to your page (or brand as a whole). Don’t go overboard with your image and make sure it is leading to that signup.
5 – Show your most sought after product
A new visitor might be on your page they saw on social media or any number of channels. Though curious, they may not be satisfied with what they’re seeing on your page.
Of course, they get ready to leave.
An exit popup that shows them one of your most popular products may just be the trick needed to get them to stay on the website longer. It works effectively because instead of throwing all your products to the visitor at once, you present a product you know has the ability to convert people to customers.
Exit intent popups can improve conversions when used correctly. Exit popups fail to work for marketers/businesses for two essential reasons:
They aren’t drawing enough to capture the visitor’s interest.
Irrelevancy and insufficient value in the popup.
If you can steer clear of those mistakes, you’re well on your way to building an engaged mailing list.
How your exit popup appears can also impact conversion rates. Test different elements to figure out what works best.
I’ve only mentioned a few strategies to increase the efficacy of your exit popups and the list is by no means exhaustive.
Don’t be afraid to combine a few of these strategies together or come up with your own to make your popups even more effective. Let me know what you think in the comments and don’t forget to share.