Target Market: Examples, Definition, and Finding the Perfect One

If the world of business were a simpler place, you wouldn’t need a target market or use target market examples as a reference point.

You could create a product, appeal to a few general wants and needs and boom – you’d be successful.

Business isn’t like that.

The most successful companies in the world have a clear target market. Their lead generation is more effective, their customer service is more helpful, and their product sells faster.

How do you find your ideal target market?

What is a target market anyway?

What strategies can you use to appeal to your target market?

This post will help you answer those questions and share target market examples so your business grows faster and more efficiently.

What is a target market?

A target market is a specific group of potential customers within a business’ entire addressable market that they choose to sell to. The business creates marketing materials, ads, and products that appeal to the group they’ve chosen.

Why does it even matter?

A while ago, it didn’t. There was little choice and little competition in the marketplace. People bought what they could find and were happy about it.

Now, there’s an almost unlimited amount of choice, people see thousands of brand messages, and buyer’s remorse is real. As a small business, it’s important to focus your limited resources on the group of people who’re most likely to buy.

Companies like Coke have the budget and resources to market to everyone but even it chooses to go after a specific target market with many of its products.

GLACÉAU Smartwater is a brand owned by Coke. It targets people in urban centers in their early 20s to late 40s who’re more health conscious. It has the resources to market to almost everyone but decided to gain market share by focusing on a specific group.

Marketing, branding, and sales decisions are easier because it’s not trying to appeal to everyone. The focus is on a small core group of customers who are responsible for the majority of sales.

How to define your target market

Many companies fail before they figure this part out because they use a shotgun approach to find their target market. If they find one that sticks then they stay in business. If they don’t then they’re added to the 90% of companies that didn’t make it.

There are countless ways to define your target market but in the end, it depends on your products, price points, and goals.

For example, Acme Inc. sells high-end accessories that range from $500 to $2,000. Its products last for a long time but there’s a high level of satisfaction amongst customers. It can use a number of criteria to define its target market such as income and interest in luxury goods.

Age and location wouldn’t be as useful to them because that’s not a determinant of whether or not someone will buy their products.

Here are a few ways you can begin to define your target market:

Surveys

The fastest way to find your target market is to communicate with the people who already buy from you.

It may not be feasible to call every one of your customers on the phone. You also don’t want to do all the work of building a compelling product page then lose the sale because you asked for too much information up front.

A survey is a great way to bridge that gap. Ask questions that will help you define what your target market looks like. If gender is important then use the survey to break down what the gender mix is. If income or type of business matters then be sure to ask questions that give you a better idea of that info.

A few general data points you may want to capture are

  • Age
  • Location
  • Gender
  • Income
  • Interest
  • Family breakdown
  • Etc

Take a look at this post on psychographic segmentation and demographic segmentation to get a better idea of the kind of information that would be useful for defining your target market.

Your analytics tools

You are using analytics tools to understand how people are interacting with your website and social media accounts – right?

Of course you are.

In Google analytics, you can find basic demographic information by clicking audience > demographics > overview.

If you’ve not done so already, you’ll need to activate this feature.

Social media platforms also provide analytics for you to dig into. For example, Instagram gives you information about the location, gender, age range, and best time of day to reach your followers.

Each platform gives you different information and you may even attract different audiences on each one. Check the analytics for all social platforms where you have a decent amount of followers.

It’s always better to ask customers directly but when that’s not possible then your analytics information is the next best thing.

Look at what the competition is doing (use with caution)

Take this suggestion with a bit of salt. It’s important to know who your competition is and what they’re doing but never imitate them outright.

Only use this method when you’ve done preliminary research and have an idea of who your target market is. The goal is to determine if your competition is going after the same market as you and whether they’re reaching segments you’d like to go after.

The information you gather will be topical at best because you don’t have access to their data. You can get a general sense of what they’re doing and how it’s working. That’s enough to decide whether or not you’d like to double down or change directions.

Test different messaging

At this point, you have a pretty clear idea about who’s using your products and services because you’ve asked them directly and have done your own research.

This will help you create a hypothesis about different messaging you can use and find a unique value proposition that resonates with your target market.

I say hypothesis because, until you test them, they’re educated guesses that haven’t been proven or disproven. The way you go about proving them is through systematic testing.

Create a series of landing pages that use different messaging you think would appeal to your target market. Set up social media ads or search ads that match the messages on the landing page and measure how well people respond to each one.

Measure conversions, not clicks.

Strategyzer is an online business education platform that helps small businesses and enterprises reach their goals. It was hosting a 2-day workshop with Alex Osterwalder and wanted to fill up seats so it turned to Facebook.

In the above image, very few people were able to connect with the message and the company ended up spending over $4,000 to acquire a single customer.

It later changed the ad copy and focus of the message.

The cost of acquisition reduced from over $4,000 to roughly $123.

Continue researching and testing

Your target market may change over time. It might be clear now but that may not be true in six months, two years, or the next decade.

That’s not a bad thing but it’s something you should be well aware of.

Your customer mix changes, your products evolve, and consumer preferences shift. Together, these factors may change what your target market looks like. Revisit the information you’ve gathered often to ensure you have the most accurate description.

Target market examples

It’s difficult to find target market examples because it’s not something that’s publicized like a mission and vision statement. With that being said, there are a few iconic target market examples to pull from.

The first one comes from Apple.

It created a series of commercials that compared Mac to PC. Mac was a hip young man while PC was the opposite. These ads targeted PC users as well as those who were looking to buy a PC. From the language used and the way the characters were depicted, it was clear Apple was targeting a young tech-savvy demographic.

Corona is a popular beer company but its massed produced and doesn’t have much flavor like a craft beer. Because of that, it can be marketed to a large group of people who drink beer. Their messaging seems to focus on a younger crowd that’s out drinking casually with friends.

Mercedes is one of the most successful car companies in the world and have cars that range from a few thousand dollars to over a million dollars. A single target market example is more difficult to pin down because, technically, it doesn’t have one. It has many.

In the following commercial, Mercedes uses humor and a bit of awkwardness to appeal to a young professional market while highlighting key features.

Target market strategies

There are a few target market strategies you can use after you’ve identified the groups most likely to buy from you.

Single Segment

Focus all your attention and energy on a single market segment. This can be a good strategy when there’s a market that responds much better than any other or you don’t have the resources to go after multiple target markets at once.

When you gain ground in your key segment and expand your business operations, you can move on to the next strategy.

Multi-Segment

This is ideal when you have multiple products or multiple target markets that respond well to your messages. This takes a lot of resources. If you’ve not differentiated in this way before or haven’t gained considerable ground in your first target market then it may be best to hold off on the multi-segment approach.

Multiple product businesses lend themselves to this strategy but it’s not a requirement. You can market a single product in a different way to multiple target markets.

A target market example from Vonage is health organizations. Vonage provides business phone services to everyone but it creates specific messages for each market it targets. It has a specific page for health organizations where it uses languages that relates to the industry.

Product specialization

You can position your product to appeal to multiple segments or you can create a product for only one segment.

Rela creates software that small business owners use to build microsites and generate leads. The features are peculiar to the needs of real estate agents. As the product develops, it continues to add tools for the target market instead of all small business owners that need a website.

Conclusion

There are two ways to market your business.

  • As the solution to any and everyone’s problem
  • As the solution to a problem a specific group of people have

It’s been proven time and again that choosing a target market is one of the best things you can do for yourself.

Why?

Because you’re able to create products, services, and messaging that appeals to a specific group as opposed to every one.

Use this post as a springboard for choosing the perfect target market for your business.

Let me know what you think of the target market examples in this post and how you’re using them to grow your business.

The Barnum Effect: Use Flattery to Instill Belief (Or Why Quizzes Work)

Have you ever looked at your horoscope in the newspaper and thought it was oddly accurate?

Do you find it strange when you answer a few questions and get an assessment based on that information which seems to hit the nail on the head?

It’s not your fault, it’s a cognitive bias called the Barnum effect at play.

We’ve advanced a lot over the last 100 years. Computers, televisions, and penicillin were invented. Someone living in 1919 wouldn’t recognize the world of 2019.

Time square comparison image

For all our advancements, we’re still beholden to cognitive biases. One of which called The Barnum Effect and it’s part of the reason why personalityquizzes are so effective.

In this article, I’ll take a deep dive into what The Barnum Effect is and how you can use it to engage your audience and make more effectivelead gen quizzes.

What is the Barnum Effect

The Barnum Effect (also known as the Forer Effect) is a psychological phenomenon in which individuals rate descriptions of their personality – which are supposedly tailored to them – as having high levels of accuracy. In reality, the descriptions are vague and can be applied to a wide range of people.

I found my daily horoscope which was vague but just relevant enough to make me feel like it applied to me.

The sooner you speak up the better. You can spare yourself a lot of aggravation today by pointing out the discrepancy between talk and action whenever you notice it. Someone might simply forget a commitment or there may be a change that you’re not informed of yet. Sweeping up the mess can be short work if no one insists upon holding tight to drama. Put productivity at the top of your list of priorities and make logic your best friend. Your conscientious ways keep things ticking along like clockwork. Proactive measures save the day. Source

The term Barnum effect was popularized by Paul Meehl in his 1956 essay Wanted – A Good Cookbook.  This may be due to the belief that P.T. Barnum – the showman – claimed a sucker was born every minute.

The fact that people believe general information is tailored to their unique situation shows a level of gullibility. I wouldn’t go as far as saying they’re suckers.

Research relating to the Barnum effect

Over the years, there has been a lot of research that tested the efficacy of the Forer effect in different scenarios.

One such study was performed in 1947 by psychologist Ross Stagner. Stagner gathered personnel managers and asked them to take a personality test. After the test, he presented each of them with generalized feedback that had nothing to do with their test answers. In fact, it was based on horoscopes and graphological (the study of handwriting) analyses.

After being presented with the results, participants were asked how accurate the assessment was. Over 50% described it as accurate and no one described it as wrong.

In 1948, another experiment was carried out by the psychologist Bertram R. Forer. He performed what has been referred to as a classic experiment.

He administered his “Diagnostic Interest Blank” test to 39 of his psychology students. Each one was told they’d receive a brief personality sketched based on the results of the test. A week later, participants were given what was supposed to be an individualized sketch.

In reality, Forer gave every student the same sketch which had 13 items. Here are a few of the statements:

          You have a great need for other people to like and admire you.

         There is a tendency to be critical of yourself.

          You have a great deal of unused capacity which you have not turned to your advantage.

          While you have some personality weaknesses, you are generally able to compensate for them.

          Your sexual adjustment has presented problems for you.

The average rating the students gave the personality sketch was 4.3 out of 5 (5 being the highest).

Using the Barnum Effect with quizzes

At this point, it’s clear that people will accept general statements and apply a high degree of accuracy to it after answering questions about themselves.

There are a few things to take into consideration to make it work successfully with quiz outcomes.

Barnum Statements

Barnum statements are assertions that are vague and general but seem to be specific to an individual. For example, you can tell someone “at times, you have a strong sexual appetite.”

Well duh, almost everyone gets turned on every now and again but under the right circumstances, it seems personal and accurate.

They’re commonly used by psychics and mediums to put their subjects at ease and make them more receptive to statements that follow.

We’ll use it in a slightly different way.

When crafting your quiz outcomes, it’s important to make them vague enough to apply to a large group of people. At the same time, you want to phrase them in a way that’s personal and relates to the answers they gave.

It’s necessary to prime them with the title of the quiz and the questions you ask.


In the above image, the title itself primes me for a comparison to a game of thrones character. The quiz goes on to ask me questions about how I’d behave in certain scenarios which reinforces my belief of an accurate assessment.

Pollyanna principle

To get the most mileage out of your quiz outcomes and increase the believability, a little flattery is in order.

The Pollyanna Principle is the tendency for people to remember positive or pleasant items more often and more accurately than unpleasant ones.

This makes sense. Why would you allocate mental bandwidth to an argument or unpleasant experience? On the other hand, we cherish moments when we’re happy or pleased.

Your quiz outcomes can tap into the Pollyanna principle by adding a few positive Barnum statements.

For example, in the Game of Thrones quiz, I got Jon Snow.

Using Barnum Statements and the Pollyanna principle, a possible outcome could mention “When it matters enough to you, you become a fighter, just like Jon, you’re able to turn around situations that would sink others.

It’s a generally positive statement that could apply to everyone but seems unique because I just took a personality assessment.

The wording of the description itself.

This refers to how often you use positive statements vs negative statements. The more positive statements you use, the more likely someone is to take the assessment to heart.

That doesn’t mean you shouldn’t use any negative descriptions or statements. They have their place and when used sparingly, it increases the likelihood the receiver will believe what you say.

Authority and honesty of the assessor

This is a major factor in determining whether or not someone will accept your outcome. Are you in a position to give advice on the topic? Are you credible in your niche?

For example, a fitness blogger could set up a quiz about body types and effectively sell the outcomes. If they put up a quiz about online income then it may not go over as well.

This is an extreme example but you should keep in mind that your quiz and outcomes should focus on your core competency. An SEO expert shouldn’t make a quiz about lead generation or CRO. It’s tangentially related but not quite their core competency.

Examples of the Barnum effect

The Barnum effect is everywhere when you know what you’re looking for. It’s not the specific domain of personality quizzes even though it works well there.

Horoscopes and cold reading

This is one of the most common uses of the Forer effect. A horoscope, like the example I shared above, will have positive Barnum statements that put you at ease and make the statement more trustworthy.

Cold readings consist of people who look at you, ask one or two questions or read your palm, and start telling you about your personality.

They use what’s called a rainbow ruse. They apply a personality trait to the mark and also apply the opposite personality trait.

For example, “You can be energetic when it comes to business but sometimes personal matters leave you exhausted.”

It works.

Netflix – recommended for you

Have you ever been on Netflix and gotten recommendations that were only kind of related? For example, you may have watched an anime six months ago and now your recommendations are full of anime.

Or it’s possible you didn’t watch anything in the same genre but Netflix is still recommending it for you.

They’re using a bit of machine learning and the Barnum effect to deliver those recommendations.


Yea, I’m only slightly interested in what they’re showing me but I’ll still take a look because it’s recommended for me.

Personality quizzes

Last but certainly not least are personality quizzes. It seems like they were built for the Barnum effect because of the way you can tailor outcomes to the way someone answered.

The key with personality quizzes, as mentioned before, is to prime your audience with a compelling title and questions that draw out information about the quiz taker.

personality quizzes using the barnum effect

In the above examples, the titles prime quiz takers to get a personality assessment. It’s coming from BuzzFeed which is well known for compelling quizzes.

It checks the boxes for the Barnum effect

          It’s coming from someone considered trustworthy

          The results use wording with just the right amount of positive Barnum statements

Conclusion

The Barnum effect is the secret to why quizzes (and personalized recommendations) are so effective. We’re primed to believe statements that appear to be tailored to us even if they’re general.

The key to using the Barnum effect is to use general statements that can be easily interpreted by the receiver. You should deliver a type of assessment or recommendation and incorporate positive statements.

In the end, the Barnum effect will increase the effectiveness of your messages and encourage people to trust your assessments in the future.

Product differentiation: What It Is And How To Use It To Explode Growth

Having a good product is nice.

A unique product is better.

A good product that’s also unique is like winning the lottery.

Amazing things happen.

They might as well stick an “S” on your chest.

Today, I’m going to touch on a topic I have a soft spot for – product differentiation.

Product differentiation (coupled with solid branding) is why people choose Levi jeans over the jeans you can get at Walmart.

Sure, they do the same thing but it’s a different product entirely.

In this article, you’ll learn about product differentiation, the different types, and methods you can use to implement it in your business.

What is product differentiation?

Product differentiation is a process used in marketing that identifies and communicates the unique value a product or brand brings to the table when compared to competitors.

This is not to be confused with a value proposition which communicates your overarching promise.

Beardbrand positions their products with a specific product ethos.

It mentions its philosophy as well as the difference between Beardbrand and similar competitors. It resonates with a certain group of people who then become devoted customers.

When product differentiation is done properly, it becomes a competitive advantage for you. You’re then able to foster brand loyalty and even charge more.

That’s why Rolex can charge a few thousand dollars for a watch and other brands are stuck fighting over $100 sales.

Advantages of product differentiation

It’s nice to have a differentiated product.

It gives you the ability to say “we’re the only ones that do x.”

More than being fun, it has a positive business impact. If you’re able to tap into and take advantage of those factors then you’ll increase revenue many times over.

It prevents you from being another faceless product in the sea of choice.

Increased value to customers

Product differentiation can focus on many factors your customers find important. When your differentiation strategy focuses on the value you deliver such as durability or long term cost savings, it increases the perceived value among customers and potential customers.

You can focus on the initial selling price and why it’s a bit more expensive than what’s on the market, added enhancements, or even lifecycle benefits.

For example, solar panel installation is expensive but in the long run, you’ll save money. Since consumers are saving money, they’re more willing to pay a higher amount on the front end.

No longer compete on price

This is one of the most important advantages of product differentiation. You no longer have to compete in a race to the bottom with similar brands.

For example, a shoe company can differentiate its shoes from other brands in terms of use case and durability. Jordan’s are a great example. It has developed a cult-like following over the years through superior craftsmanship, specialty uses, and limited edition releases.

The shoes below retailed for over $100 in 2008. I know because I happily bought a pair when they first came out.

Better brand recall and loyalty

Since you’re delivering value to customers instead of competing on price, the ones who choose you the first time are more likely to continue choosing you. That’s because it was a conscious decision to buy a more expensive product that provided more value.

They remember you and come back time and again.

The only prerequisite is that you maintain the initial quality they received. When you find yourself in a competitive market, any slip in quality may result in lost customers.

For example, if you’ve made a reputation for yourself as a company that delivers superior underwear in terms of fit, feel, and materials then people come to know you for that. If the quality slips, they’ll find a company that meets or exceeds the quality they’re used to.

No substitute

When your product differentiation strategy focuses on design or build quality then there is no real substitute for what you offer. At least, that’s the perception in your customer’s mind.

Yes, there may be other well-designed products but none are quite like yours. For example, Apple phones and computers have a unique design. It’s believed that no other company has such a recognizable signature look and feel.

Apple also did a good job of making consumers feel like the computer itself is superior (it is in some ways but falls flat in other areas). That’s why this computer starts at $1,300.

Types of product differentiation

There are three major types of product differentiation you can use as part of your strategy. The one you choose depends on your product and how well your consumers understand it.

For example, it would be much easier to understand product differentiation between jeans than enterprise analytics software.

Vertical product differentiation

This is when consumers are able to look at two differentiated products and compare them on a single factor. With this type of product, consumers are clear on the quality because it’s a well-defined product category.

For example, consumers are clear on the quality of shoes, clothes, and certain electronics. These would be vertically differentiated.

When a customer encounters two similar products they can compare them and say “Product A is better than Product B.”

In the fashion industry, there are countless types of shoes, shirts, and any other apparel you can think of. There are also countless price points which are set based on countless differentiation factors. With that being said, a customer can easily say Gucci is better than Toms, but the conclusion is subjective.

This white t-shirt costs a few dollars:

This one costs a couple hundred dollars:

Why?

Vertical product differentiation.

Vertical product differentiation is for products that can be classed as low quality or high quality by the average consumer.

Horizontal product differentiation

This type of differentiation happens when the product is harder to classify because it’s comprised of many features. Due to the complexity of the product, one or two characteristics are chosen as a way to compare and differentiate.

Consumers aren’t 100% sure about the quality of different products in the category.

For example, two foreign dishes served at a restaurant. There are many features that make the dish such as presentation, texture, ingredients, etc. but the consumer will likely focus on overall taste when making a decision. Even though they make a clear choice, they can’t say which dish is superior.

Horizontal differentiation is for products that can’t be classed as high quality and low quality to the average consumer.

Simple/mixed differentiation

As the name implies, this type of differentiation takes elements from both vertical and horizontal differentiation.

This happens when consumers are looking at more complicated products. An example would be software. There are countless features bundled up in software and a consumer will look at the core features and a few additional features when making their choice.

Vertical differentiation may occur in the main features but horizontal differentiation occurs with the less important features.

Methods of product differentiation

Product differences are usually minor. At their core, products in one category are the same.

That means the differences between one product and another don’t have to be physical characteristics or true features. It could be the product packaging, the way it’s advertised, who it’s pitched to, etc.

This section focuses on the ways you can implement product differentiation.

Quality

This is what most people think of when they hear the term product differentiation. It’s a tried and tested path to setting your products apart from the competition.

Quality allows you to charge a higher price point and attract better customers. At the same time, that quality needs to remain consistent or improve over time to keep customers happy.

Customer attracted to quality tend to be more discerning and are willing to pay a premium.

Customer service

You can almost never go wrong if you deliver superior customer service. You can sell a product that’s the same quality as your competitors but people will continue to choose you because of great service delivery.

One of the best examples of this is Zappos. It’s a shoe retailer with a generous shipping and returns policy. It also holds the record for one of the longest customer service calls ever made.

It’s not a marketing gimmick, Zappos has interwoven customer service into the fabric of its organization and was bought by Amazon for just under $1 billion because of it.

Price

I’m not a fan of competing on price if it’s a race to the bottom. Penetration pricing can trigger a price war where everyone loses.

The companies involved in the price war lose.

The consumers lose because brands may go out of business when they can’t compete.

Instead, choose a premium price point. You’ll attract better customers and have to sell fewer products to achieve the same revenue. In addition to that, you’ll keep more of the profits.

Design

It took a while but companies have finally woken up to the power of design in products and services. McKinsey found that companies which embraced design and made it part of their product strategy increased revenue nearly 2x as fast as companies who ignored design.

Design doesn’t mean your product needs to be elaborate. It can mean it works intuitively, is pleasant to look at, or evokes certain emotions.

Take these two images as an example:

That is not how a vase usually looks.

(Image source)

This is not how a chair is supposed to look.

Because of the novel design, it’s differentiated from any other product on the market and will attract a lot of interest (and possibly sales).

There are countless examples of design playing a prominent role in product differentiation.

Another one that comes to mind is Juicero. Though the company eventually closed its doors for other reasons, it had a great product design. People paid $400 a pop for this juicer.

Juicero product differentiation based on design

Benefits

What is the Promised Land your product gets people to?

At KyLeads, we help you understand your audience, generate leads, and segment those leads. All this is so you can send better messages that compel people to buy.

Louis Vuitton helps you get fly and lends you a certain amount of status. BMW is a luxury car brand that helps you get from Point A to Point B while projecting wealth and prestige.

What benefits do your products give your customers? What problems do you solve? Show the value you bring to the table over competitors.

Distribution channels

Where you spread your message (or don’t spread it) can also be an effective product differentiation strategy. For example, if you’re a luxury resort, you may advertise in specific magazines and ignore others entirely.

Some companies advertise strictly on adult websites while others wouldn’t be caught dead there. Some companies can only reach their target market through newspapers so they ignore YouTube, Facebook, Google Ads, etc.

Choose your distribution channels based on the image you want to portray and where you’ll find your customers.

Conclusion

Product differentiation is essential if you want to stand out in a crowded market.

It has many benefits and, when used right, will allow you to command a premium price point, build brand loyalty, and ensure you’re attracting the right customers.

Choose the type of product differentiation you’ll use then focus on one of the methods mentioned in the article. When you start to see success, layer other methods on until you’re truly unique in your market.

Let me know what you think about product differentiation in the comments and don’t forget to share.

Behavioral Segmentation: Definition, Examples, and How to Boost Sales

Behavioral segmentation is an interesting concept that, when used properly, empowers you to take action at the right time and increase your sales.

It’s the aspect of market segmentation that takes into consideration what people are doing at a specific point in their lives. Combined with demographic and psychographic segmentation, you unlock the ability to send laser targeted offers.

In this article, you’ll learn

  • How to talk to the right people at the right time and increase conversions
  • The art of getting repeat business my optimizing for your customer’s behavior
  • The types of behavioral segmentation and when to use them
  • Real life examples of how companies are using behavioral segmentation to get an edge

First, we need to understand exactly what behavioral segmentation is.

What is behavioral segmentation?

Behavioral segmentation can be defined as dividing market segments into groups based on their behavior about making purchase decisions.

Not all behaviors are important for behavioral segmentation. Marketers and entrepreneurs look at important occasions, loyalty, customer status, usage, and benefits sought.

Take John as an example. He’s 22 years old and will be graduating college in the next few weeks. He’s got a few job interviews lined up and is a bit lost on how to make a great impression.

In exchange for a guide on preparing his resume for job hunting, he filled out a short form that indicated he’ll be graduating college in three months.

John was happy because he was able to get a valuable resource that helped him out and resulted in getting high-quality interviews. You were happy because you got valuable information and made his day.

You know John is entering an exciting and challenging time in his life. He’s about to leave school and go out into the world to get his first real job. With that information, you’re able to send him information related to interviews skills, building confidence, and salary negotiation.

Leading up to graduation, his anxiety is at an all-time high because he’s about to start going to job interviews.

That would be the perfect time to send a relevant email (it can be completely automated) about a course you have which prepares job applicants for everything from what to wear, what to say, and how to negotiate the best salary.

Hey John,

You’ve made it. It’s almost time to graduate from college and start chasing your dreams.

Around this time, you’re probably preparing for job interviews with multiple companies. This is a trying time because a lot is riding on how well you do.

Think about it, a complete stranger is going to decide how your life will play out for the next few years.

No pressure right?

Anyways, you don’t have to figure it all out on your own. I’ve developed a course – Your First Big Gig – that’s specifically for fresh college graduates to ace their interviews and get more employment offers than they know what to do with.

Click this link to get all the details and 15% off your purchase.

I’ll see you on the inside.

This email is on point. Not because of the content but because of its relevance to John. He needed extra help but had no idea where to turn.

We’ve come and offered John exactly what he needed in his specific situation.

What do you think the conversion rate on that email and a few follow-up emails would be?

It would be much higher than an email sent out as part of a launch that lacked any real personalization.

In this instance, the value comes from striking while the iron is hot. An individual is only brand new to the workforce once. If we were to miss this opportunity, it may never roll around again.

Types of behavioral segmentation

There are five major types (also referred to as parameters) of behavioral segmentation. These can be further subdivided into sub-segments but we’ll focus on a high-level overview here.

Occasions

There are events in most cultures which are universally celebrated. There are also occasions that occur regularly but wouldn’t be worthy of celebration such as grocery runs and cable bill payments.

Whatever the reason, you can use them to segment your customers and potential customers. They’re loosely divided into three categories.

Universally celebrated occasions

Apply these to people within the same demographic segment. For example, your customer will be more prone to make gift purchases on their birthdays, birthdays of family members, and during the holiday season.

If you collect information about birthdays or important milestones then you’ll be able to send timely messages without coming off as salesy.

Rare occasions

These are purchases people don’t make often but tend to be larger. For example, if their friend is getting married or they’re going on a road trip for the first time.

It’s difficult to predict these events before they happen but it’s possible to analyze their purchase behavior and make better decisions going forward.

Regular occasions

These happen all the time and are the most useful for building out a behavioral segmentation profile of individual customers. For example, some people go grocery shopping every Saturday morning. Over time, you may realize that their purchase at the end of every month is the largest.

A customer may also each lunch at twelve noon every day. In this situation, you can send an email coupon in the morning to give them a discount on lunch. How else do you think you can use behavioral segmentation to maximize revenue?

Status as a Customer

Different types of customers will behave differently. If someone just stumbled on your brand and is making their first purchase, they’ll behave differently from long-time customers. Overall, there are five important status segments.

  • People that don’t use your products and aren’t aware you exist. They may or may not know they have a problem you solve. They definitely don’t know you exist. Get in front of them with top of funnel awareness content and turn them into email subscribers.
  • Prospects or potential customers. These are the people who know they have a problem you can solve and are evaluating your solution. They’ve yet to decide whether or not it’ll meet their needs. Middle of the funnel and bottom of the funnel content work best for them.
  • First-time buyer. This is the moment of truth. They just bought from you and know what to expect. They don’t yet know if you’ll deliver on your promises. This is an opportunity to properly onboard and wow them.
  • Regular customer. They buy from you often and are responsible for the bulk of your revenue. It takes much less effort to reactivate them if they go cold. They’re also a great place to start when doing research for new product lines.
  • Past customers (also known as defectors). They were once customers but left for some reason. They may have outgrown the product or feel like service delivery has declined in some way. They’re a goldmine of information about how you can improve.

Each one of these categories is alive and well in your business. If you market to each of them the same way then you’re missing out on a lot of revenue. There’s no such thing as a one size fits all message.

Rather, your message should match each group.

Benefits they’re looking for

It’s important to know what your customers want from your products and services. Yes, they want to buy it but it’s only relevant because they have a job to be done.

If you ask all of your customers why they bought your product, you’ll get slightly different answers each time. Throughout it all, there will be consistent themes.

Think about a trip to your local mall.

  • You’ll see some people who are diehard sneakerheads
  • You’ll see others that are only interested in designer shirts and jackets
  • Still, others will be focused on jewelry

It’s the responsibility of the mall owners to rent out shops to vendors that’ll meet the needs of frequent customers. If they only rent out space to shoe companies then they’ll lose the customers interested in jewelry and clothing.

That could make up a sizeable portion of the income of the shop owners. If the shop owners don’t make money then they can’t pay for their lease and the owners of the mall suffer.

This is what we did with John from our example. We sent messaging based on the benefit he wanted to gain – a high-paying job right out of college.

Customer Loyalty

Loyal customers also fall into the category of regular customer.

You can count on month after month to generate revenue for you. If you use this as a key segmentation factor, you can give them perks and further encourage them to buy from you.

Many companies do this in the form of a loyalty program. They give discounts, prizes, and early access to their best customers. You stick with them and they stick with you. It’s a win-win situation.

These programs work because your customer is already buying from you and you’re adding an extra reason for them to purchase.

It doesn’t matter how much your products costs or which industry you’re in; there’s room for a loyalty program. Chipotle lets people earn a free sandwich and Starbucks lets their customers earn free refills.

Usage Rate

This is a straightforward behavioral segmentation type. You give people preference based on how much they use your products and services. Understanding this will help you tailor your messages to their situation.

For example, light users can be encouraged to use your application more. Heavy users can be shown the advanced functionality of your product.

A word of caution here; your heaviest users may not be your most valuable customers. Make it a point to understand the difference.

Heavy users

You can count on them patronize consistently. They’re usually responsible for the bulk of your revenue, take advantage of your loyalty program, and happily give you feedback.

The reason is simple; they rely on your products and services. For example, frequent fliers tend to use the same airline and are upgraded regularly as a result. For SaaS products like KyLeads, these are the people who log in every day and let us know what’s working and what’s not.

Medium

Count on this group to make purchases infrequently but regularly. For example, if they have a birthday coming up, they’ll turn to you to buy something.

To engage this segment, offer incentives at major milestones. For an application with a regular membership, it’s important to get these types of customers to engage regularly so they can derive more value.

Light

I fondly refer to customers in this group as accidental users. Of course, no one that buys from you does so accidentally, but these people are most likely to make one-off purchases.

The best way to engage them is to encourage follow on purchases or increased usage. You can do this through one-click upsells and order bumps.

You can also do this by offering discounts on related products.

For every segment, the goal is to encourage users to move up a level until they’re heavy users. Move light users to medium users and medium users to heavy users.

Always remember, your heavy users are responsible for the bulk of revenue. It’s important to optimize for them first before spending time and money to get one off purchases to become repeat customers.

Pitfalls of behavioral segmentation

It’s not all fun, games, and increased revenue. There are challenges with behavioral segmentation that need to be overcome.

Ignoring them altogether

This seems obvious, right? Don’t be so quick to judge. It’s much easier to identify behavior segments than it is to use the insights to improve your business.

After taking the time to understand your customers, it wouldn’t serve you to ignore the segments you identify.

For example, a large portion of your customer base falls under the medium usage rate. Instead of making changes to your email marketing and website to promote increased product usage, you file it under things to be done.

The only problem is that segmentation takes time and effort. The longer you wait the less likely it is to happen.

Segment your users. Take action on the insights you gain.

Using behavioral segments that are too broad or too narrow

It’s easy to go too far in either direction. Behavioral segments need to be detailed enough to make a difference in your business but not so detailed that they only address a tiny portion of your customer base.

Narrow segmentation

Too narrow means you’re cutting off many of your customers and may not be able to derive an ROI. You want to take into consideration individuality but you don’t want to create campaigns that target a group so small they can never be profitable.

For example, messaging that tries to sell computers to middle school students in a single suburb. First, middle school students don’t have much purchasing power and even if they did, how many in that suburb would need computers.

This is a ridiculous example but it serves to illustrate my point. Too narrow is just as bad as too broad.

Broad segmentation

Too broad means it’s not useful. One of the key elements of personalization is tackling problems on an individual level. Your customers are all individuals that have overlapping goals and needs.

It’s the point at which they overlap which makes it possible to create messages that resonate with specific groups. Too much overlap and the message loses its uniqueness.

For example, messaging that tries to sell computers to students is too broad. There are many classes of students.

  • Middle school
  • High school
  • University
  • Graduate

Each of these groups has different needs.  A graduate student has likely been working for a few years so can get a more powerful computer.

A middle school student is at the mercy of their parents. A high school student may or may not have a job and may or may not be willing to save for months.

Each of these segments would respond better to tailored messaging.

Behavioral segmentation examples you can steal

Yes, I have examples.

Ecommerce

There are a lot of ways to use behavioral segmentation for Ecommerce. A few examples that come to mind are:

  • Reward frequent shoppers with membership in your loyalty program. The more they shop the more perks they get. You’re simply reinforcing behaviors they’re already performing.

  • Occasions. If you’ve ever bought something from an Ecommerce store then you know what I’m talking about. They all send messages during holidays like Valentine’s Day and Independence Day.

Software

Most software has moved towards a recurring billing model so it’s a bit more difficult to segment based on purchase frequency. Everyone pays monthly or thereabouts. There are a few ways you can still segment based on behavior.

  • Benefits – When you’re selling software, there are clear benefits customer segments want and need. You can capitalize on this by creating content around that need. Our blog is an example, we create content directly related to our software and that helps our customers succeed as business owners.

  • Usage. This aspect focuses on how often they use the software – not how often they pay for it. Low-frequency users may be about to churn while high-frequency users would be more willing to help you improve your application through customer interviews and surveys.

Digital information products

The best way to segment people who’re interested in information products and even consulting is through benefits sought.

It’s the same approach you’d use with software but in this example, you can create specific products or position each product differently depending on the benefit.

For example, let’s say you run a blog focused no traveling with three main topics:

  • Planning trips
  • Permanent travel
  • Minimizing expenses

If someone lands on your website and subscribes to an article around planning trips, you can make the assumption that they’re interested in better travel planning.

What do you do?

You market products and services that help them plan epic tricks.

Conclusion

We’ve covered a lot of ground and touched on many aspects of behavioral segmentation.

Through it all, one thing remains constant:

Behavioral segmentation is the practice of dividing your customers into groups based on behavior and creating messaging and products to increase your sales.

When used properly, it helps you personalize your messaging at scale and turn one-time customers into brand advocates.

When implementing behavioral segmentation, keep in mind that people can be classed in multiple segments at the same time. If you go too narrow then your messaging won’t be as targeted as it should. If you go too broad then the messaging will appear generic.

Start testing until you understand what works for your brand.

Let me know what you think about behavioral segmentation in the comments and don’t forget to share.

The Framing Effect: Simple Tweaks to Stop Losing Money

Imagine you’ve got a deadline to meet.

It’s been 15 days out of the 30 you were initially given. You’re working slow and steady; after all, you’ve got two weeks left.

The next morning, you’re talking to a few friends over an early lunch at your favorite restaurant. Everyone is sharing what’s going on in their lives — birthdays, projects, travels, etc., — you mention the project you’ve been working on and how you’re happy with your progress.

Your friend John — always the pessimist — explodes when you tell him you’ve got two weeks to finish.

To him, it’s not two weeks left, it’s two weeks already used up that you can’t get back. It’s two weeks gone which you could’ve used to finish the project.

It’s two weeks you’re using to pursue one thing when you could’ve pursued multiple things.

To John, you’re in trouble and need to pick up the pace.

You leave the lunch date anxious and worried about whether or not you’ll meet the deadline. You’re also thinking about the opportunity cost of not being more productive.

You no longer have two weeks. You’ve burnt two weeks.

What happened here is a classic case of the framing effect. You and John were both expressing the same information but in different ways. John framed it negatively and you framed it positively.

By simply changing the way the problem was presented, you became more risk-averse or more risk-prone.

The framing effect is a powerful tool we’ve been using it for thousands of years to convince and convert.

Keep reading to learn more about framing and how you can use it to stop losing subscribers (and money).

 

The framing effect is simply the way you present information

 

The framing effect is an example of a cognitive bias, in which people react to a particular choice in different ways depending on how it’s presented; e.g. as a loss or as a gain. People tend to avoid risk when a positive frame is presented but seek risks when a negative frame is presented. Gain and loss are defined in the scenario as descriptions of outcomes (e.g. lives lost or saved, disease patients treated and not treated, lives saved and lost during accidents, etc.).(source)

The Framing effect is something each and every one of us uses in our everyday lives. We use it to structure arguments with our friends, family, and colleagues. We use the framing Effect when we’re negotiating, talking about problems, or even seducing.

It’s ubiquitous, but many of us don’t even know what we’re doing. Framing was formally identified as a cognitive bias by psychologists

Framing was formally identified as a cognitive bias by psychologists Daniel Kahneman and Amos Tversky.

The Experiment That Got Everyone Talking About Framing

 

The original experiment asked students to make a decision in a hypothetical situation. They would be required to save lives or allow lives to be lost.

Imagine that the U.S. is preparing for the outbreak of an unusual Asian disease, which is expected to kill 600 people. Two alternative programs to combat the disease have been proposed. Assume that the exact scientific estimate of the consequences of the programs are as follows

When the situation was framed with a chance of saving lives, people were less likely to take risks (positive framing).

If Program A is adopted, 200 people will be saved. [72 percent]

If Program B is adopted, there is 1/3 probability that 600 people will be saved, and 2/3 probability that no people will be saved. [28 percent]

Another Group was given the same cover story, but the loss of life was emphasized and people became more risk prone (negative framing).

If Program C is adopted 400 people will die. [22 percent]

If Program D is adopted there is 1/3 probability that nobody will die, and 2/3 probability that 600 people will die. [78 percent]

Even though the absolute value of all these situations is 200 people surviving, the way each situation was presented had a huge impact on how people decided.

Positive frames create an environment that avoids risk-taking and proactive behavior.

Negative frames create an environment that causes people to take more risk.

Have you ever watched two news stations at the same time?

Watch a station like BBC or CNN while watching Aljazeera.

Compare and contrast what they’re reporting and what they’re not reporting. Also look at how they frame stories that appear on both stations.

It’s eye opening.

Framing has worked in propaganda since man has been able to communicate. It’s not always so overt or even intentional.

Take the controversy over the U.K. ballot to leave the E.U. — The Brexit.

The original wording on the question was:

“Should the United Kingdom remain a member of the European Union?”

It would have prompted a simple yes or no, but complaints were made over the question being biased or confusing. U.K. Prime Minister David Cameron accepted a recommendation to change the wording after the phrasing was tested on potential campaigners, academics, and language experts.

The final wording on the question was:

“Should the United Kingdom remain a member of the European Union or leave the European Union?”

The options that led to the fateful decision were:

Remain a member of the European Union

Leave the European Union

(Source)

When you frame a situation a certain way, it forms a reference point. We’re irrevocably tied to reference points which in turn create expectations about outcomes.


Enter the expectation effect, the logical progression of framing


The expectation effect, also known as the subject expectancy effect, is the way behavior, perceptions, and results change as a result of personal expectations or the expectations of those around us.

As soon as you think it’s possible then the belief creates a higher chance of it occurring.

Once you replace negative thoughts with positive ones, you’ll start having positive results. –Willie Nelson.

You’re familiar with many instances of the expectation effect due to positive or negative framing. You just didn’t know what was happening until now.

  • Hawthorne Effect: Workers are more productive when given more attention during a test or change to their work environment that’s SUPPOSED to improve productivity. The effect is temporary.
  • Pygmalion Effect: Individuals perform better or worse depending on the expectations of their superiors.
  • Placebo Effect: One of the most common and widely studied applications of the expectation effect. Patients — based on the belief that treatment will work — receive treatment benefits.
  • Halo Effect: Positive feelings in one area cause inconsequential or neutral traits to be viewed positively. In English, positive attitudes associated with a brand’s marketing can spread from one product or service to another aspect or thing. E.g., from using new software to the amount you’re improving your business.

To create the right expectations, your framing of the situation needs to be credible.

In a marketing situation, you can’t hope to build the right expectations if the context you use to frame your solution isn’t congruent.

For example, if you framed your solution as a stripped down version of popular accounting software, your customers won’t expect it to do much more than the basic accounting functions they need to keep their finances in order. If you — for some reason — begin to market it as an all-in-one system, there’ll be problems with their expectations.

If you — for some reason — begin to market it as an all-in-one system, there’ll be problems with their expectations.

To set the right expectations in a group, frame the situation correctly from the beginning.

Now that you have a very clear understanding of the framing effect, it’s time to use it to become incredibly persuasive.

Four Types of Framing to Bring About Your Desired Action

 

Loss Framing

Loss framing is also known as the negative framing effect and is simple to understand. If you’ve ever come across a landing page that uses a timer then you know what loss framing is.

Don’t lose $100 every month on groceries, enroll in our exclusive shoppers club.

You don’t want to lose the opportunity to ….

Don’t lose your home because you “didn’t know,” call us today….

The common thread here is fear. Fear of potential loss.

Loss aversion describes people’s tendency to strongly avoid losses to acquiring gain. Keeping your house is more important than buying a new one.

Contrary to popular belief, it’s pretty simple to frame novel products. Instead of focusing on only it’s novelty — always a hard sell — you can focus on what it’ll prevent them from losing.

Facebook prevents you from losing contact with your friends and family.

AirBnB prevents you from losing money on huge hotel bills while experiencing a new city.

The video below shows how loss frame and gain frame can be used in medical screening.

 

When to use it

The answer depends on your audience and the attitudes they have towards the product. Loss-framed messages work best when the outcome is less certain. It helps remove attention from the ambiguity of the situation and refocus it on what they lose by not choosing you.

In the context of buying your product, you can say “don’t lose $250 every month on insurance. Buy xxx.” Instead of “save $250 every month by buying xxx.”

When possible, present two options.

  • Buying your product
  • A sure loss

This’ll put them in a risk-taking state of mind and make them more likely to take a chance on you.

The same applies to personal situations. If you’re trying to convince someone to take a less than certain risk — a cross-country road trip. You can frame the argument to highlight all the things they stand to lose like opportunity, experiences, meeting new people, and memories.

 

Gain Framing

Gain framing is most effective when the benefits of your product, argument, or situation are obvious to the other person. Positive framing is another way to describe it.

Learn a new skill and advance in your career…

Treehouse uses gain framing in their YouTube advertisements.

They have a few different variations, but they’re all showing you the same thing. Someone who was working in a field they didn’t find rewarding took a few classes through Treehouse.

After that, they were able to get high paying jobs. You can do the same if you sign up for a program with Treehouse. You can gain a whole new career and financial freedom.

Dentist’s also use gain framing a lot. Take the video below:

They’re pretty much selling you the world and then some, but you have to start with your smile  (Honestly, I had no idea a smile could do everything under the sun until I watched this video).

When to use it

When the outcome is clear and easy to illustrate, gain framing is the best type of framing effect to use. They’re more persuasive than loss-framed messages because the outcome doesn’t require your prospect to think too much.

For example,

You can easily say get fifty percent more on your tax return when you choose us.

For me, that’s a no-brainer.

Statistical Framing

Statistical framing is arguably the most abused type of framing effect. It relies heavily on data to influence decisions. You can use statistics to create a negatively framed or positively framed message.

I can say my product works 90% of the time while a competitor can say it fails 10% of the time.

Both statements are strictly true, but deliver a very different meaning to the person receiving it.

The video below shows how marketers have been abusing statistics for years.

Long ago, political aspirants mastered the art of statistical framing. The video below is from the 2012 presidential campaign which pitted Mitt Romney against Barack Obama.

The facts presented are strictly true, but the context only tells a part of the story. Obama presents facts and frames them in the context that best suits him. It fails to tell the whole story.

Prosecutors are also known for using statistics to frame arguments in what’s known as the prosecutor’s fallacy.

When to Use it

Statistical framing is one of the most versatile framing effects because it’s easily coupled with positive or negative framing.

You can use it in your marketing messages to show social proof in a positive frame e.g., 7,345 smart people just like you have signed up for our newsletter.

Since 7,345 people have already signed up, there must be something there.

You can also use it the same way Mitt Romney and Barack Obama did. It’s always fun to pick a fight with the competition.

Note: never pick a fight with someone who’s considered David when you’re Goliath — we still believe in fair play.

Language and Imagery Framing

Let’s not forget about the imagery and power words you can use to have a profound effect on the frame of your message. Copywriters have been using words and imagery to frame powerful messages for decades.

In The Adweek Copywriting Handbook (formerly known as Advertising Secrets of the Written Word) Joe Sugarman says:

“Your ad layout and the first few paragraphs of your ad must create the buying environment most conducive to the sale of your product or service.” 

For your website, that means your words need to sell and your imagery needs to back them up.

I’m a fan of design; I’m always making small tweaks to my website to figure out what’s working best and what’s not. My design is always second to the copy.

You can use words and imagery that appeal to the emotional center of the brain. When your design backs up your imagery, you give a stronger sense of stability, sophistication, and trustworthiness.

If you’re a young exciting clothing brand, you should have words and images that support your branding.

Vibram Kills it with their five fingers campaign.

A stroll through an apple store is very different than a stroll through an AT&T store. Apple gives you a feeling of class and sophistication while AT&T gives you a feeling of utility. Neither is inherently better than the other. It’s the frame created through the imagery and language used.

Drop your visitor into an environment that encourages one behavior and discourages another.

I read the story that Cantor Fine Art created (and watched the video).

They use compelling imagery, music, and a powerful narrative to sell their art.

When to Use It

Imagery and language are staples.

When you can, insert a video of someone using your products. If there’s no video insert images of your product in action.

In lieu of both these options, tell a story about your products and how they made someone — or even you — a better version of themselves.

One of the most powerful ways to use language and imagery to test out framing is when you’re running A/B tests.

Instead of looking at A/B testing as changing the color of a button from red to white, look at it through the eyes of your visitor.

Maybe the problem isn’t the button; the problem may be the way the information is presented or the actual information that’s presented.

For example, someone landed on your wedding dresses page and you’re showing wedding dresses from actual events. Your visitor wants to see the wedding dresses that are in stock. Because of that, she’ll bounce from the page and won’t call.

On the other hand, if you show wedding dresses in stock, she’ll be more likely to call you and discuss alterations or a fitting.

Language and imagery are indispensable. Period.

It’s your turn

 

We’ve looked at the framing effect from many different angles in this article and you’ve seen how it works in the wild.

Stop reading and take a deep look at the framing of your messages. Are they giving you the most bang for your buck?

Statistics, are you using as well as you should be?

Are you setting the right expectations from the beginning?

Would you benefit more from a positive frame or a negative frame?

Is your language compelling and does your imagery work to back it up?

The framing effect is everywhere and we use it ALL the time — both consciously and unconsciously.

Use the framing effect to your advantage and stop losing your audience and customers.

8 OptinMonster Alternatives and Competitors to Convert More Visitors

There are dozens of OptinMonster alternatives on the market, but which one takes the crown as the best? That’s what we’ll look at in this in depth article.

What do you want in an opt-in form maker?

Do you need tons of customization options, unlimited traffic, or the ability to integrate with your favorite tools?

OptinMonster is a well-known opt-in maker. It offers a wide range of features and customization options. It also has its limitations such as the number of page views, limited access to different popups types on their tiers, forced yearly pricing, and missing features that may be important to your business.

That’s why we put together a list of the best OptinMonster alternatives to create popups that convert and grow your mailing list.

If you’re looking for an OptinMonster alternative or just want to know what’s on the market then this guide will help.

Here are the best OptinMonster alternatives to grow your business.

KyLeads

KyLeads’ opt-in form and quiz maker caters to small businesses and marketers to help them increase their email leads.

With KyLeads, you can easily create different types of popups such as slide in, lightbox modals, inline forms, floating bars, and full-screen takeovers. In addition to the forms, you’re able to create quizzes to capture leads, segment your subscribers, and use the insights you gain to send tailored messages.

Personalized and segmented messages generate 58% of all email marketing revenue.

KyLeads has multiple targeting options such as UTM parameter, scroll percentage, and page level to name a few. Of course, you can choose a template then customize every aspect to match your brand and maintain consistency.

Every plan comes with hundreds of thousands of page views and you’re able to A/B test your popups no matter which pricing tier you’re on.

The intuitive reporting makes it simple to get a bird’s eye view of how your popups are performing as well as the contacts you’ve collected. Use those insights to formulate split tests and improve your conversion rates.

KyLeads works with almost every website builder platform and integrates with the major email marketing platforms with a few button clicks. That means you don’t have to fiddle around with code to get started.

The end result is more contacts, the ability to send tailored messages, and more revenue.

Try KyLeads for free.

Privy

Privy started life as a different tool. They originally wanted to connect brick and mortar stores to the online world and help them track conversions. When that didn’t work, they pivoted to become the popup maker we see today.

They have a strong emphasis on Ecommerce and combine Ecommerce specific features into their offering.

Pros

They have multiple opt-in types so you’re able to select the one that works best for your visitors.  They also have gamification through spin to win which helps increase conversions. The editor is easy to use and doesn’t require much learning to get up to speed and start creating popups.

Finally, they offer deep Ecommerce integrations like coupons which sync to your store and improve conversions on your product pages.

Cons

They’ve tried to do a lot of things inside of Privy like a landing page builder and autoresponder. The autoresponder is a bit more expensive than dedicated email marketing service providers. The landing page builder is a bare bones version. At best they’re basic tools that you’ll choose if you don’t have any other choice.

MailMunch

Mailmunch is a stripped down popup builder that lets you focus on your goal – getting more email subscribers. To make this possible, they removed many features other popup makers have.

Pros

The main draw of MailMunch is its simplicity. You can get in and out within a few minutes and make popups that work for you. They have the common display types such as lightbox popups, slide ins, and floating bars. This is an entry level tool in every sense of the word.

Cons

When they chose simplicity, they gave up a lot of the advanced features people have come to expect. You can’t make full screen takeovers and they have a limited integration ecosystem. Instead of direct integrations, they opted to rely on Zapier which may lead to extra expenses.

Hellobar

Hellobar is another popular solution to create lead capture forms. It has a unique feature called leading question that allows you to ask a question before someone sees your form.  It’s similar to Yes/No opt-ins.

By prequalifying visitors, you increase the chances of a conversion from the people who eventually see your lead magnet.

Pros

Hellobar has most of the features you’d expect form a lead capture tool. What gives it a slight edge is the ability to funnel visitors to different places on your website. You can also talk to visitors, make announcements, and promote your social channels.

Cons

They have a limited number of popup types. The most obvious missing link is the inline form which you can be embedded in pages or after a post.

Though the leading question can be effective, it’s tricky. If you ask someone if they want to increase leads, and they still say no, it’ll still show a form which is a negative user experience.

Sumo

When Sumo was first launched, it contained a suite of tools to help you grow your website. They’ve reduced the number of things you can do with the app in order to focus on Ecommerce websites.

That doesn’t mean you can’t use them on other websites. It means the feature set is evolving to cater to Ecommerce stores so keep that in mind when evaluating this tool.

Pros

They have the major opt-in types such as lightbox, full screen, and slide in. In addition to that, you’re able to do some advanced things with your targeting options like referral source, cart abandonment, and UTM targeting.

They also have deep integrations with Ecommerce platforms like Shopify which lets you send more relevant messages.

Cons

They used to have a much larger suite of tools which allowed you to grow your website whether that was Ecommerce or otherwise. With their recent pivot, they’ve dropped a lot of those features (or made them more difficult to find).

Convert Pro

Convert Pro is a WordPress plugin that allows you to create many different types of popups to grow your mailing list and build an engaged mailing list. It’s brought to you by the people who made Astria theme.

Pros

One unique feature of this app is the adblock detection. You’re able to configure your popups to work whether or not the user is using ad blocking software. This is definitely a plus since almost a quarter of your visitors may be using an ad blocker.

The plugin also has multiple templates, exit intent popups, and the other standard ones you’d expect in a lead generation tool.

Cons

One of the major cons is that Convert Pro is limited to WordPress. No matter how great it is, you can’t use it for any other CMS. That’s a major disadvantage. In addition to that, they don’t have their own built in analytics. You have to connect to Google Analytics. If you’re not using Google Analytics then you should steer clear of this tool.

Bloom

Bloom is a WordPress plugin brought to you by Elegant Themes. When used with another Elegant Theme, it’s a powerful tool. Of course, it’s not limited to use with an Elegant Theme.

Pros

Bloom comes with over a hundred templates for you to choose from and customize. You can split test your forms, change almost any element, and access clear reports. The triggering options are clear and include timed delay, scroll percentage, and exit intent.

Finally, they have over a dozen email marketing integrations – all of the most popular ones.

Cons

Unfortunately, this is a WordPress plugin which means if you don’t have WordPress then you’re out of luck. They’re also missing a few key opt-in types like floating bar and full screen takeover.  Bloom lacks some of the advanced targeting options some of the other software has.

Optimonk

Optimonk has been on the market for a while and started as a simple tool for exit popups. It has evolved into a fully featured popup maker and on-site retargeting tool that’s focused on Ecommerce. You can use it to reduce cart abandonment and engage with visitors on your website.

Pros

With OptiMonk, you’re able to do quite a few things in addition to creating popups. You can collect feedback, make surveys, and promote social sharing. The platform also lets you create many different types of popups like floating bar, sidebar form, and lightbox popup to name a few.

With their Ecommerce integrations, you can target visitors based on their cart value or current order.

Cons

They severely limit the number of visitors with all of their plans so it gets expensive fast. The first plan only allows for 5,000 visitors a month. In addition to that, you have to pay about $400/m to remove their branding.

Conclusion

There will never be a shortage of tools to help you increase your conversions. The question is whether or not they’re the best tool for your specific situation.

We’ve gone through quite a few OptinMonster alternatives that’ll help you achieve your goal of growing your mailing list and getting more customers.

We made sure to include only direct competitors as opposed to all the tools that are available on the market.

If we missed any OptinMonster alternatives in our list be sure to tell us in the comments and don’t forget to share.

Psychographic Segmentation: Definition, How to Use it, and Examples

How do you think your messaging would be different if you knew what someone wanted it and WHY they wanted it? What makes them tick as individuals?

That’s the question psychographic segmentation answers.

We’ve covered customer segmentation which allows you to divide the world into groups that are likely to buy from you. After that, we touched on demographic segmentation which helps you understand who people are as a group in society.

Today, we’re diving deep into psychographic segmentation which will shed light on the WHY behind the activities of your customer segments. pIn 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.

What Is Psychographic Segmentation?

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:

  • Lifestyle
  • Social status
  • Activities
  • Opinions
  • Interests

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.

Lifestyle  Segmentation

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)

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.

I have an opinion on the oil pipelines being drilled across America but it’s not as important to me as the communities through which the pipeline passes.

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.

Opinions cover:

  • Themselves
  • Social issues
  • Political issues
  • Business
  • Economics
  • Education
  • Products
  • Services

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.

Interests

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.

Interests cover:

  • Family
  • Home
  • Job
  • Community
  • Recreation
  • Fashion
  • Food

Activities

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.

Activities cover:

  • Work
  • Hobbies
  • Social events
  • Vacations
  • Club memberships
  • Community
  • Entertainment

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.

Social status

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.

Personality

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.

  • Neuroticism

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.

  • Extraversion

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.

  • Openness

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.

  • Agreeableness

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.

  • Conscientiousness

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.

I digress.

Let’s look at a few ways to gather psychographic segmentation data.

Surveys

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?

Quizzes

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.

Customer Interviews

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.

Why?

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

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.

  • Customer interviews

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.

Conclusion

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.

33 Content Upgrade Ideas to Build Your Mailing List + Examples


Last updated on June 6, 2019

What’s the big deal about using content upgrades to build a highly engaged mailing list?

If you launch a product, subscribers are the first ones to buy.

When you publish a blog post, they’re the ones who share.

As you grow your brand, they’re the people who create hashtags in your honor.

Let me ask. How well does that sidebar opt-in form convert?

Most likely, it’s less than one percent.

The right lead magnets on the right pages can convert as many as 50% of your visitors into subscribers (those, of course, are not normal results. You should be aiming for 5-6% conversion rates on content upgrades).

Content upgrades and decent traffic levels are the difference between a thriving mailing list and a sick one.

In this article, we’ll explore what a content upgrade is, dozens of ideas, and how to quickly make a content upgrade for your best performing content.

What is a content upgrade?

A content upgrade is a bonus or addition that expands the utility of a specific piece of content. The best ones make it easier, faster, or simpler to implement the insights gained from the main content.

For example, if you’ve created an ultimate guide about window washing, a content upgrade could be a PDF download of the article. It works because it’s difficult to retain all the information from an ultimate guide.

People can just refer back to the PDF download when they get stuck or need a refresher.

Generally, content upgrades are delivered using a popup but you can use other tools like landing pages, though it’s a bit more work.

Another benefit of a content upgrade is the ability to segment your audience based on their interests. Different groups of customers are interested in different things. The content upgrade they sign up for gives you insights into those interests.

The possibilities are, quite literally, endless.

Now, what can a content upgrade do for your conversion rate?

This post about SEO audits has 2 content upgrades and converts about 5% of the visitors into email subscribers.

The interesting part is that it’s a PDF of the post.

There are multiple instances of content upgrades performing extremely well.

Kim Roach of Buzz Blogger got a 16% conversion rate from a content upgrade she created by splitting an article into two parts.

How to create a content upgrade with KyLeads (in less than 5 minutes)

You can use multiple popups types to create content upgrades with KyLeads. I’ll use a modal popup to illustrate.

Step 1:

Log in to your KyLeads account and click on the menu option to the left labeled “form builder.” When the page loads, click the green button in the top right corner labeled “create new opt-in form.”

Step 2:

A screen will pop up and ask you want your goal is. For your content upgrade, that will be to capture contact information. Name your popup and choose the website you’d like for it to work on.

image of creating a content upgrade in KyLeads step 2

Step 3:

Choose the type of popup you’d like to use for your content upgrade. This example will be with the modal/lightbox popup. After selecting the type, scroll down and select your template.

image of creating a content upgrade in KyLeads step 3

Step 4:

You’ll land on a page that asks you to set your cookie duration for when people submit their information successfully and for when they exit your popup.

image of creating a content upgrade in KyLeads step 4

Step 5:

Customize your opt-in form to your heart’s content.

image of creating a content upgrade in KyLeads step 5

Step 6:

The last step is to set your targeting options. The most important of which is page level targeting. This ensures your content upgrade appears on the right pages.

image of creating a content upgrade in KyLeads step 6

Hit publish then copy and paste the embed code wherever you’d like to use it.

Now that you’re well versed on what a content upgrade is and how to make one, let’s dive into the different types.

1.     PDF of the post

I mentioned this before. Turn the article into a PDF so people are able to refer back to it whenever they need it.

This content upgrade works best when you have longer detailed content. A five hundred word post, won’t deliver enough of an incentive to prompt someone to download the PDF version.

An ultimate guide is a different beast altogether. It’s long and detailed enough to make someone think twice about reading it all in one sitting. More and more content is being consumed on mobile devices.

That means there are a lot more distractions you have to fight with to keep a reader engaged. With a PDF version, they can just download the article and save it for later.

2.     PDF Guide

A PDF guide seems similar to a PDF of the post. They’re different. This type of content upgrade gives your reader detailed information about the topic at hand.

This is ideal for a shorter series of posts. For example, we have a lot of articles that are relevant to market segmentation and demographic segmentation. It wouldn’t be too difficult to package those posts as a more in depth guide.

We already have most of the necessary content. All we’d need to do is package it, add a few more details, and let it loose on the world. It’ll also be a relevant content upgrade for multiple articles.

3.     Checklist

This is my favorite type of content upgrade for tutorial style posts. Generally, in a tutorial, you’ve laid out all the steps needed to arrive at a specific outcome.

The only problem is that they’ll need to open your article every time they want to go through the process you’ve laid out.

What if they forget the URL? What if they don’t want to open their browser (yea, people are lazy)?

A checklist lays out the major steps required to achieve the desired outcome in an easy to digest format. The value is clear and immediate.

4.     Video of the article

Everyone learns best via different formats. I like written and audio content. For me videos are best for entertainment.

Not everyone shares my particular angst. Video content made up over 69% of internet traffic in 2017 and is estimated to reach 80% in 2019.

It’s much harder to create and edit than written content.

To go back and change a few words in a document is a few orders of magnitude easier than adding an extra segment to videos.

Go this route if you have the skills or resources to make great video content for your audience.

5.     Audio of the article

Podcasts and audiobooks have been getting more and more popular over the last few years. A startup creating audio summaries for books raised $18 million dollars and does millions of dollars a year in revenue. The podcasting startup Gimlet media was acquired by Spotify for around $200 million.

It’s not by accident. People can listen to audio while performing other tasks which makes it an easy way to consume info.

Audio content isn’t as easy to edit as written content but it’s simpler than video (you can record in your pajamas after all).

The good part is you can outsource audio creation to multiple services for just a few dollars per article.

6.     Email course

An email course is a more difficult content upgrade to produce but can have the highest impact.

Why do you think that is?

People know they signed up for a course that’s being delivered via email. To get the material, they have to open the emails you send them. Your open rate and engagement goes up.

If your content is good then they’ll get used to opening your emails – even when your email course is finished.

Not only that.

There’s an opportunity to pitch your premium products in every email you send. That’s a win win.

We have multiple email courses around KyLeads. My favorite is the Growth Course. It takes thirty days to complete and a large percentage of people end up starting a free trial for KyLeads.

7.     Cheatsheet

A cheatsheet is a shortcut to a process or method you’ve shared with your visitors. It condenses the information it may have taken you months or years to accumulate.

This is the perfect content upgrade for topics that it’s almost impossible to cover completely. For example, we have an article on affiliate marketing tools. It’s a huge topic.

There’s traffic generation, email marketing, selecting products, etc. etc. Our cheatsheet distills the major strategies visitors can use to grow their affiliate empire.

The best part about cheatsheets is they can be used across multiple pieces of content. Our affiliate marketing cheatsheet can be used across many posts related to affiliate marketing.

8.     Related Ebook

An Ebook is one of the meatiest content upgrades you can create. It dives deep into a single relevant topic.

An effective Ebook is well designed, detailed, and easy to consume. At the same time, it moves people closer to the next action you’d like them to take. Lastly, it can be used for multiple posts or an entire category of your website.

Let’s say you have a section on your website that focuses on vegan recipes. A content upgrade could be a collection of your top vegan recipes.

It’s simple, relevant, and effective.

9.     Resource library

Over time, you’ll create a lot of content upgrades, Ebooks, videos, and audio content. Of course, they’ll serve as individual ways to opt-in to your mailing list.

What many people fail to realize is they’re sitting on a goldmine.

You’re not building a publication like Forbes. You’re building a content library that people would find useful at different points in their journey.

Think of it like this. Instead of buying a magazine off the shelf, they’re checking out a book from the library.

I digress.

Put together your best resources and offer it as a downloadable file or members only area.

10.Quiz

Of course, we have a soft spot in our heart for quizzes as a content upgrade. Not only do quizzes produce a much better conversion rate than almost any type of lead gen device, they reveal insights about your audience.

It’s the best of both worlds.

We’ve already covered how to produce a quiz for lead generation so we won’t rehash it. To find the right articles to use as content upgrades for your quizzes, think about the commercial intent.

These tend to be middle of the funnel pieces with high buyer intent. You can position your quiz as a way to select between different solutions.

With the insights you gain, you’re able to refine your messaging and turn motivated browsers into customers.

11.Polls

Polls are similar to quizzes in that they’re interactive content. They require your visitors to actively engage. Otherwise, they won’t get the value.

These work best when you have a piece of content that compares two or more options. It also works well with best of lists. For example, you can add a poll to a list of the best destinations to travel to.

Phrase it as either a question about where people have traveled, where they’d like to travel the most, or what they think is the best destination. When you gate the answers, you’ll be pleasantly surprised at how many people opt in to see the answer.

12.Collection of tools or resources related to the article

This one is similar to the resource library but the tools and resources you compile don’t need to be created by you. Curate the best information or tools available.

This works best on topics that can’t be covered in a single sitting no matter how in-depth your content is. Well, you could write a book but no one will read that on a page in a single sitting so the same thing applies.

You can use your collection of tools across many closely related articles.

13.Bonus content

I’ve mentioned this before. Your work is never complete. There will always be something to add to what you’ve created. I could as well add ten more content upgrade ideas to this post. Or, I could give them away in exchange for an email and build our list in the process.

It fits nicely into the criteria for a content upgrade because it’s super relevant and helps your visitor take the next step.

That’s not the only way to create bonus content. Technically, many content upgrades on this list would fit the criteria of bonus content.

I’ll define it as more of what you’ve given in the original piece. If you have 100 outfit ideas then bonus content would be 30 more outfit ideas.

14.Done for you scripts and templates

I love these. Sometimes, a strategy has a specific portion that made it really effective. That could be the wording someone used during a call or email or the way they designed their ad.

The thing is, without the script or template then you’d have a hard time replicating their results. That’s why scripts are so valuable.

They help you remove a lot of trial and error from the process and jump straight into generating results.

A note about templates and scripts: be sure to tell your subscribers to tweak them and make them their own. The more anything is used, the less effective it becomes.

15.Designs or stock photography

This content upgrade isn’t used often because it’s hard to create. That’s what makes it so valuable. How many photographers do you know giving away exclusive images?

I know, you’ll probably think about Pexels or Unsplash. While these services are useful, they’re also ubiquitous. You could limit the distribution of your photos and drive up your conversion rate.

The key, of course, is to keep it relevant.

16.Part of a larger product

I’m not talking about a free trial. Regardless of what people say, a free trial isn’t giving someone something for free. It’s an opportunity to showcase your product. Think of it as a no-touch demo.

That’s a topic for another day.

Moving on.

Can you break off part of your course and give it away free? What about a book – can you give your audience members a chapter in exchange for their contact info? Is it possible to break off a piece of your software and offer it completely free?

All of these things work well as a content upgrade because it gives people an idea of what they’ll gain from the paid version.

17.Interview series

Tapping into the wisdom of others is, perhaps, the smartest way to accelerate your growth. That applies to both professional and personal growth.

It only makes sense that people would be willing to part with their contact information in exchange for an interview. When you turn that into an interview series then you’re on hallowed ground.

To make this work, there are just two requirements:

  1. Interviews with relevant people
  2. Interviews that deliver a lot of value

I’ve watched and listened to interviews with people who are rock stars in the space but they suck at interviews. It’s not fun.

Create high-value interviews. Give them away free.

18.Private community

This may not seem obvious at first but a community can be one of the best content upgrades you’ll ever make.

It’s hard achieving a goal alone. It’s even more difficult when you’re doing something that’s out of the ordinary (like starting a business). This process becomes infinitely easier to do it when you have people supporting you.

A private community brings together people from different backgrounds with similar goals. If the conversation is high quality then people will stick around.

19.Formula or roadmap

Think of this type of content upgrade as a way to focus on one aspect of your article and execute it well.

For example, an article about dressing well for the summer could have a formula content upgrade that explains how to match colors and textures. You give them the formula which they can apply in many different situations.

20.Behind the scenes processes

I’m biased. I love seeing what my favorite companies are doing behind the scenes or how my favorite artists create their work.

I’ve paid for this kind of content with cold hard cash so, for me, an email is cheap.

If you sit down in your pajamas behind a screen all day, don’t be discouraged. You can also make videos that show how you get the things you do done. For example, you could walk someone through the rationale behind how you create content or source products for your business.

21.Tutorial video

This is similar to a behind the scenes video. Where the behind the scenes video focuses on your thought process and the culture of your business this one focuses on the step by step tactics.

To achieve any level of success, you’re sure to have created a few processes that you use all the time. You may even have videos that you’ve used to train your assistants or team members.

What’s stopping you from sharing it with your visitors?

22.Presentation

This is repurposing at its finest. A few years ago I created an expert roundup post on one of my other websites. It got shared thousands of times and drove tons of traffic.

It was a success.

I thought about how I could expand the utility of the post and repurposed it into a Slideshare presentation. It was selected by the SlideShare editorial team and featured among the content of the week.

People consume content in different ways. This is a mix of visual and written content that works well as a content upgrade.

23.Workbook

The name says it all. A workbook is a book that allows people to work through a process in a structured manner. It removes a bit of the abstraction from whatever lesson you’re trying to teach your readers and makes it easier to accomplish the end goal.

In essence, it adds structure to a concept.

If you go down this road, there’s one thing to keep in mind. Workbooks should look good.

Why does it matter?

People will be interacting with it over an extended period of time. It should be a joy to access and use.

24.Infographic

Visual content in all its forms is loved by the masses. Convert your blog post into a visual form for download or even republishing.

An added benefit is that they’re highly shareable. If you’ve got an eye for design then use a tool like Canva, Vengage, or Piktochart.

If not, outsource it on Upwork or a similar site.

25.Webinars and replays

This works for two reasons.

  1. Webinars teach valuable lessons
  2. You get to pitch a product (you did pitch a product on your webinar right)?

The only problem with webinars is that there are a lot of lessons to absorb. Even if you take notes, you’ll miss some points. A replay makes it possible for your audience to members to cycle through the content over and over again.

Place the webinar replay as a content upgrade across multiple relevant posts.

26.Swipe file

I have a copywriting swipe file I use for inspiration when I’m creating ads and sales pages. It makes it easy to get the creative juices flowing and prevents you from making simple mistakes.

It’s taken me years to compile. I consider it a secret weapon.

How valuable do you think your personal swipe file would be for your audience? Yes, it would be very valuable.

If you’re talking about Facebook ads then give away a swipe file of advertisements. It’s simple.

Anything that can be used for inspiration would count as a swipe file.

27. Spreadsheet

Part of the problem with data is structuring it properly.

Are you capturing everything you need?

Is there a better way to organize the information?

A spreadsheet solves this problem. Give your audience a spreadsheet that helps them organize data. You could even fill it out for them and encourage them to add more information as they continue.

This works especially well if you’re in a niche where people have a lot of information that needs to be organized like marketing or finance.

28.Show notes for podcasts and videos

As much as we love podcasts and videos, we don’t always have the time to interact with them the way we’d like.

Show notes make it possible to get the major points without sitting through a thirty to sixty-minute episode. If you run a podcast or regular make video content then show notes can be a consistent content upgrade option.

I, personally, always download them for my favorite podcasts.

29.Case study

This is what we refer to as bottom of the funnel content. The person who downloads your case study is more interested in the services you offer and specific results you’ve gotten for people in the past.

It’s like the last step before they make a purchase decision.

Conversely, you could also write a case study about influential people in your field and package it for download. The results aren’t directly related to your product or services but they’re interesting nonetheless.

That’s part of the reason headlines like “How I got to $1 million” are so appealing.

30.Proprietary Research

You know why people don’t do research very often? It’s difficult, time-consuming, and expensive. Do you know why people want proprietary research so much? It’s difficult, time-consuming, and expensive.

This content upgrade is high converting and it positions you as an authority in your field.

Fill your report with visuals and detailed explanations of what your findings mean. It’ll take a bit of effort but it’s definitely worth it. Use it across multiple posts or an entire category.

31.Calculator

A calculator doesn’t have to be a software product or something that requires a developer to get involved. I’ve made sales calculators with an Excel spreadsheet that converted like gangbusters.

We also have an email ROI calculator (no email address required) that people use all the time to understand the impact of email marketing on their business.

Don’t overthink this. Create the formula in Excel or Google Sheets and give it away in exchange for an email address. People will thank you for it.

32.Consultation

Consultation is generally expensive and valuable. You can use this to your advantage by offering short consultations to people.

To prevent yourself from getting overwhelmed, you’ll need to set up a system. For example, you can only allow a certain number of people to request the free consultations in a day.

Conversely, you could hand it off to someone on your team (if the consultation doubles as a way to generate new clients – which it should). Otherwise, turn it off if it becomes too much for you to handle.

33.Discount

I shy away from this strategy because a discount can attract the wrong type of customer. That being said, it works.

People are always looking for deals on clothes, software, food, and anything else you can think of. Be careful about how often you use this method and how much you discount your products. For most ecommerce brands, 10-20% off the first purchase seems to be the norm.

Don’t feel pressured though; go with whatever works best for you and your company.

The problem with content upgrades

Content upgrades are great. We love them because they have such a huge positive impact on conversion rates. There’s just one problem – it can get difficult to make them if you produce a lot of content.

There’s not enough time in the world.

This is especially true when you have tons of blog posts on your website. If you have decent traffic then that’s the norm.

So what do you do?

If you didn’t start from scratch then your best bet is to create content upgrades for the most popular posts as well as specific categories on your website.

Let’s look at how to find your most popular posts.

Log into Google analytics (you are using GA aren’t you) and navigate to behavior > site content > all pages (or landing pages).

After our homepage, the most popular page on our website (as of writing this) is the one we have about affiliate marketing tools. It has a current conversion rate holding steady at about 6%. Not bad.

We’ve also made a content upgrade for our post on confirmation bias but it converts about 3% of the traffic. It could be better. 4% should be the absolute minimum for content upgrades.

We’re working on it.

Conclusion

That’s over four thousand words about content upgrades. We’ve covered everything from what they are, how to make them, and ideas about what to use for your content upgrades.

The only thing left is to find your most popular posts and start creating content upgrades.

Apply the 80/20 rule and start creating them for every new article you make. The snowball effect will kick in and your site wide conversion rates will be on fleek.

Let me know what you think about content upgrades in the comments and don’t forget to share.

Demographic Segmentation: What it is, How to Use it, and Examples

Last updated February 12, 2019.

A segmented market is one that’s more valuable to you.

Demographic segmentation, in particular, is often the first step in creating customer profiles that help you make better products, messages, and close deals.

Before we had things like Facebook and Google that let you target your customer’s interests, intent, and behaviors, – the things that make up psychographic segmentation – all we had was demographic data.

That’s what print and television advertising empires were built on. If it’s not broken then why fix it?

 Demographic data is important but it’s by no means the only information you need to create useful customer segments.

 In this article, we’ll look at what demographic segmentation is, how to get the information, and examples of how smart businesses are using it.  

Definition of demographic segmentation

 Demographic segmentation is the process of dividing your market into segments based on things like ethnicity, age, gender, income, religion, family makeup, and education.

 This helps brands spend their advertising and marketing budget more efficiently. Instead of going after their entire market, they’re able to show relevant messages to people more likely to care.

It’s the most common type of segmentation strategy.

 Most analytics tools on the web will give you basic demographic information.

google analytics demographic segmentation

Other segmentation methods such as psychographic and behavioral segmentation are more difficult to implement.

How to get demographic data

You may not be able to get demographic information for every one of your customers or audience members. That’s alright.

 You can get the data from enough people to build a profile of your most engaged customers.

 With that, you can choose the right social media platforms, create better marketing material, and grow your subscriber base more quickly.

 There are a number of ways to unlock this information. We’ll touch on two methods.

Analytics software

  If you have a website then you’re using analytics software to understand who visits and what they’re interested in.

Most analytics software allows you to see basic demographic information like gender and age.

Log into your analytics account and check if it’s collating the information. If not, you can use a tool like Google Analytics (GA) in addition to your current solution.

GA will give you gender and age information about a portion of your audience. 

Simply open your GA account, click on audience ->demographics -> overview. If you’ve not accessed this area of your account before then you’ll need to activate it and check back in 24 hours.

Quizzes and Surveys

Both quizzes and surveys allow you to ask your audience members direct questions. Once you have enough answers, you can feel safe knowing it represents the majority of your customer segments.

The difference between a quiz and a survey is that with quizzes, people want an outcome. You can’t get away with asking seven demographic questions and calling it a day.

You can sprinkle in a few demographic questions with questions calculated to boost engagement and achieve a higher response and completion rate than surveys.

Surveys allow you to ask direct demographic questions but the engagement rate is much lower. On average, external surveys have completion rates well below 20%.

If you want more data – surveys and quizzes are best.

If you want an easy way to get the data – analytics are your friend.

Note: Be careful about using census data. The information there is an average of small groupings like a neighborhood. Even though it may be attached to a household, it’s not representative of that particular household. The data about you and your next door neighbor is exactly the same.

Demographic segmentation factors (and examples)

Some demographic information is more important than others.

For example, if you’re selling premium online courses for photography, the gender of your audience isn’t as important as their age or income.

They have to be able to afford your courses and age will give you an idea of their willingness to learn a new skill.

We’re going to look deeper at the type of demographic segmentation information to collect and prioritize.

Gender

Gender tends to be the first method businesses adopt to segment their users. There are only two groups that matter.

Males and females tend to have different preferences.Without stereotyping anyone, men are more interested in financial trading and cryptocurrencies.

The owner of LCMS, Jin, uses a lot of imagery and testimonials on his homepage. You can see that most of the people present are males. Females are greatly underrepresented.

Women are more interested in home décor and beauty supplies.

Take a look at Sephora’s Instagram page.

They almost exclusively use female models to showcase their products and the looks you can achieve.

Some companies choose to only serve one gender or the other.

This is prominent in fashion Ecommerce.

Dollar shave club created a movement (and sold to Unilever for a billion dollars) by creating a product exclusively for one gender – men.

ONLY, on the other hand, is for women. All their marketing, imagery, and products are for that gender.

When doing gender segmentation, you don’t have to exclude a gender. The best results are achieved when you know which genders prefer specific products.

That way, you can use your budget to market to them and leave off the other one. 

Age

Age is also another common factor used to segment customers. It’s often paired with gender segmentation to create a more robust profile.

There are commonly accepted age groups for marketing and advertising purposes:

  • 12-17
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+

 Age plays an important role in where and how you market your products.

Toys are obviously for a younger demographic group but certain video games appeal to a mature audience as well.

Juul, the electric cigarette that took the world by storm, and is under investigation for its advertising practices, targets a younger demographic.

The campaigns are reminiscent of the ads the traditional cigarette industry used to target younger smokers.

In a broader sense, different age groups have different values, norms, and ways they interpret messages.

Younger groups are more impressionable. Messages targeted at them are flashy and abstract because their future is still up for grabs.

Older millennials and the 30+ crowd are more secure in the knowledge of what they want and need. Advertisements aimed at this group are more concrete because they’re experiencing the reality of the world in full force.

The older generations have traditionally been ignored because it’s thought that they’re set in their ways. An advertisement isn’t going to change their mind. Instead of attempting to sway their opinions, target this demographic segment in a way that informs them about things they already want or need.

Don’t tell them they need a new car. Tell them about the options available to them.  

Another way age is helpful is deciding which social platform you want to use. Every social media platform has an age group that uses it more than others.

For a younger demographic (12 – 24) Snapchat and Instagram are your best channels. The largest group of Twitter users are between 25 – 34.

Basic demographic information about their users is freely available. Do a bit of research to inform which channel you should spend the most time on.

Income

Income demographic segmentation is when people are segmented by their monthly or yearly income. You can segment based on personal income or household income.

This is most effective when you have a specific product for a specific niche at a higher price point.

Use income segmentation when you have both expensive and inexpensive products. When you segment the groups that can afford the products away from the ones that can’t, you get clearer feedback.

You’re able to build a profile of your ideal customers and improve the products based on what they care about.

If you don’t segment like this, you may get feedback from people who would never buy. Based on that, your product development can be derailed.

A good example of this type of segmentation is Mercedes. They have cars that start at forty thousand dollars and ones that start at half a million dollars.

VS

The customers for the forty thousand dollar car may never buy the half a million dollar car. If Mercedes asked them for feedback they’d likely ask them to make it cheaper.

The person who’s willing to pay half a million dollars may tell them to improve the performance or the finishing.

Education and occupation

People achieve different levels of formal education. With each tier of education, there are certain experiences they may have had.

We can all point to common grade school experiences.

If you’ve gone to college, you can point to common experiences there as well.

On the other side, your occupation can play a big role in how you purchase products and services. Doctors and nurses may make different food choices when compared to truckers and construction workers.

Executives in large organizations would make different clothing choices when compared to designers in a marketing agency.

Together, our education and occupation influence our buying decisions.

When segmenting based on education/occupation, it’s important to understand two things:

  • Are the majority of your customers likely to be in a specific education or occupational segment?
  • Does it even matter?

Some products have education requirements before you’ll receive the benefits. You wouldn’t enroll in an MBA course before you did your bachelors.

Certain magazines also appeal to people with specific groups. A medical journal would naturally appeal to Doctors, nurses, pharmacists, and related educators.

Some, on the other hand, have no requirements. Do you need to go to college or work in a design firm before you buy a nice pair of jeans?

You can use this type of segmentation to your advantage like Convertkit.

convertkit occupational segmentation

They’re an email marketing company that targets creators. Does that mean they’ll turn away everyone else?

No.

It just means that all their decisions are informed by the main group they target.

Many of the fastest growing companies on the Inc. 5,000 list use occupational segmentation to position their companies and reap the largest benefits.

Family makeup (and lifecycle)

The last type of demographic segmentation we’ll touch on is family makeup. The needs of families are different when compared to the needs of individuals.

You wouldn’t target a family cruise at individuals and you wouldn’t target a night club or dating service towards couples.

Let’s say you offer continued education and skills acquisition for older customers (40+). It wouldn’t be a stretch to position your offer as one that’ll help them achieve a lifestyle that they always dreamed about for their family.

They’re not doing it for themselves alone but for their entire family.

Major events in a person’s life cycle are also when they’re more receptive to specific messages. Before a wedding couples are more receptive to bridal advertisements. After a wedding, they’re more receptive to messages about home furnishings.

Before and after their first child they’re more receptive to message about childcare.

Products that benefit from family segmentation:

  • Amusement parks
  • Movies
  • Food (healthy food for children)
  • Vacation packages
  • Investment/tax advice
  • Anything involving kids

These are just a few suggestions, this list is by no means exhaustive and you could come up with a creative angle to take advantage of family makeup.

Problems with demographic segmentation

Of course, because demographic segmentation focuses on factors that exclude actual behaviors, there are shortcomings.

Not using them at all

The biggest issue you can encounter is not using demographic segmentation at all. You may feel like it doesn’t matter because you’re selling a product that can appeal to all people (like a digital course or software).

While this may be true on the surface, it’s always a good idea to niche down and serve a group of people more closely.

Your messages are more effective and they’re more comfortable patronizing you.

Using the wrong demographic segments

Some demographic segmentation make sense for one product but not another. Income segmentation wouldn’t make sense for a bargain product but it would make sense for a luxury product.

Gender segmentation wouldn’t make sense for food but it would make sense for a beauty product.

Age segmentation makes sense for alcoholic beverages but doesn’t seem to apply to soft drinks.

Occupation is obvious for trade magazines but not as useful for general consumer products.

Whether or not you’re using the wrong segments depends entirely on what your product is, your branding, and goals.  Beyond that, it’s a matter of experimenting.

Limited in scope

People in the same demographic segment can have different needs. Just because two people are male and eighteen doesn’t mean they want the same things.

One may come from a family that values education above all else so they’re keen on buying test prep courses.

The other eighteen year old may have dropped out of school so test prep is the last thing on their mind.

It’s important to combine demographic segmentation with other types of market segmentation to build a complete picture of your best customers.

One variable can never tell the complete picture.

Conclusion

Demographic segmentation is an important starting point to understand your market and their needs.

With the right demographic information, you can create assumptions to test and refine your messaging.

Over time, you’ll understand whether age, gender, income, education, or family makeup is the most important variable for your specific products and services.

Use quizzes or surveys to get the demographic information and start experimenting with the information you unlock.

Don’t stop at demographic segmentation alone. Look into other types of segmentation such as behavioral and psychographic to build a better persona of your ideal buyer.

With that, you can craft clear messages that work – every time.

Let me know how you’re using demographic segmentation in the comments and don’t forget to share.

How to Design a Beautiful (and Persuasive) Product Page That Converts

Your product page is where the magic happens.

There are many factors that go into a successful business.

First, you need to build a stellar product for the right people.

After that, it’s time to get your marketing, messaging, branding, SEO, etc. right.

Unfortunately, that’s not the end of the road.

The next step is building a product page that communicates the value you provide while compelling visitors to take action.

It can be the difference between a business that takes off and one that flounders after a few months.

It’s the difference between a profitable advertising campaign and one that sucks up all your resources with no ROI.

In short, your product page (or pages) is one of the most important linchpins in your business.

It’s not important to get it right – it’s essential.

In this post, we’re going to dive deep into how to create a product page design that moves the needle in your business.

What is a product page – really?

There’s a bit of confusion around what a product page is and isn’t.

It’s commonly confused with a landing page. They’re not the same thing.

A landing page is a focused solitary page developed for a specific marketing or advertising campaign. It is designed for a user to take a single action such as download a resource.

A product page, on the other hand, is a page designed to sell a specific product. It details product information, order instructions, and shows product imagery.

Note: a product page doesn’t always show pricing information. For example, most SaaS websites separate pricing and product information.

Ecommerce websites tend to display pricing information on product pages.

Now that we’re on the same page, let’s dive into the process of building a compelling product page.

The product page copy

This is where the product page is made.

You can have the most useful product with the prettiest pictures but it won’t get the job done if your copy sucks.

How to write copy is beyond the scope of this article.

Instead, we’ll focus on the necessary elements and a few tips to enhance your writing.

Length of product page copy

There’s a long-standing debate about how long copy should be.

Some people say no one reads anymore so make it short.

Others believe you can’t say anything important in a few sentences so make your copy long.

I say it should be as long as necessary to get the job done.

That’s not helpful. There are general situations when you should use long and short copy.

These situations vary and no rule is written in stone but when in doubt, follow the guidelines I’m about to give you.

When to use long copy

Use long copy for your product pages when the product is:

  • Expensive to the point of needing justification later.
  • Is complex and has many features that need to be explained.
  • Is part of a specialized sector not many people come in contact with.
  • Not unique so you need the extra copy to explain your case.
  • They found it but they weren’t looking for it. Your copy is a chance to convince them.

When to use short copy

Use short copy for your product pages when:

  • The product is simple and doesn’t require much explanation. Show them how to buy.
  • It doesn’t cost too much so people won’t need to justify the purchase later.
  • The CTA itself isn’t asking for an upfront purchase. An example would be to start a free trial.

Specificity

A vague product page doesn’t get results. No one wants to buy a product only to go through the process of returning it or seeking a refund.

Instead, they won’t buy it in the first place.

At all times, be as specific as possible.

If you’re selling shoes, don’t say they last for a long time. Instead, mention how you simulated 9,475 hours of walking time and they still looked brand new.

The more specific you are in your copy, the more believable your claims are.

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 product pages image

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.

Benefit Driven

Features are important yet they don’t matter without context.

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.

product page quizzes images

Use Cases

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.

shipping sunday somewhere

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.

Videos

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.

They have been shown to increase conversions by up to 86%.

It’s easier said than done.

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.

Technical specifications

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.

Imagery

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.

  • Larger images

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.

Mall.cz saw a 9.46% increase in sales when using clear large images for their products.

For a digital product, screenshots of the dashboard or lessons inside the product also work.

  • Multiple angles

This follows on the heels of high-quality images. People need to be able to see the product from different directions.

When I’m buying shoes online, I want to see the sole, the front, the back, and everything in between. I also want to be able to see the stitching.

According to ThinkWithGoogle, user-controlled zoom is an important factor with mobile shoppers.

In the image above, ASOS provides multiple angles of the product so browsers can get a clear picture of what they’re buying. In addition to that, they have a video.

  • Different designs

Standard product photos are on a white background. While this isn’t bad, it won’t allow you to stand out from the white noise of the internet.

In addition to the standard white background, show your products in use in different situations and with different people.

For example, if you’re selling shoes, show them in a formal, casual, and office setting (whichever ones apply).

Finally, gather and curate UGC (user generated content) for your product page as well as for your wider marketing collateral.

ASOS curates UGC and uses it throughout their marketing collateral.

Clear CTA’s

Calls to action (CTA’s) are the buttons, text, and little nudges you place throughout your website to inspire a visitor to take your desired action.

There are no hard and fast rules for CTA’s. The only thing you must do is test them.

With that being said, there are best practices to give you a head start.

CTA Copy

There are many schools of thought when it comes to CTA copy – especially on the product page. I think they’re over analyzing it.

There are two things to keep in mind above all else:

  • Keep it short. Your actual call to action should only be a few words long.
  • Action commands. Phrases like Shop now, Proceed to checkout, and add to cart aren’t used by accident. They’re embedded commands that inspire action.

CTA color

Again, there are no hard and fast rules about the color of your buttons. Some people say use a red button to increase conversions.

While that may be true in certain cases, it may not always be feasible. This is especially true if your branding doesn’t play nice with red.

Andreas Carter Sports increased their conversions by 50% by changing their CTA button from green to blue.

Your situation may be different. The most important thing to keep in mind is that your buttons need to stand out from the rest of the page.

CTA placement

This is a given but make sure your button is where it can be easily found.

If your visitors need to search for it then you’ve already lost.

Place it in a prominent position above the fold close to the major value proposition or title.

Conversely, you can place it next to the price of the product.

There’s no rule that says you can’t have more than one CTA on your page. On our forms product page, we place multiple CTA’s throughout the content.

Customer Reviews and Testimonials

The last element I’ll mention that’s super important for your product page design are honest reviews and testimonials.

90% of buyers say their decisions are influenced by online reviews.

Some brands throw their customer reviews on a wall of love or something similar.

Why do that when they can work so much harder for you on the product page itself?

Express watches added customer reviews to their product pages and increased sales conversions by 58.29%

In a survey of 1,000 consumers, it was found that reviews were the number one factor that drove shoppers to buy a more expensive product.

Few customers leave reviews because:

  1. They’re busy
  2. It can be difficult

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.

underarmor example product page

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 product page example

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

Conclusion

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.

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