When I started on the Internet, I thought I knew exactly what my prospects needed. A priori, if I was the expert then I knew exactly what my prospects were looking for. I might as well tell you right away: I was wrong! As an expert in a field, you know your subject very well and you identify challenges where your prospects are not yet aware of them.
Trusting your intuition when you are an expert leads to developing products and services that are too advanced with regard to the demands of your buyer personas.
Remember this: to optimize your conversions, you have to put the right offer in front of the right people at the right time.
The right offer: don't confuse offer and product. Indeed, there can be several offers to sell the same product. The offer is an angle of attack corresponding to a specific segment of a population. For example, during the end-of-year holidays, the same toy will not be sold in the same way to a mother or to her children. The product, here ecuador mobile database the toy, is the same, the offers are different.
The right people: identifying the right people to whom to present an offer means learning to segment your audience. There are many techniques for this: scoring, behavioral analysis on a website, surveys, etc. The trick is to understand who the people you are targeting are.
At the right time: the third point is to identify at what level of understanding of your subject the people you are targeting are. The idea is simple: you will not sell the same service to an expert and to a beginner. The needs of your prospects evolve over time and you must try to follow this evolution as best as possible.
If these three points are validated, then we can start to optimize our conversions.
Optimize your conversions using split tests
As I often like to say, the only skill you need to succeed in life is to know how to learn. Because when you know how to learn, you just have to try, measure the results and then try again... until you succeed. Americans talk about "test and learn", engineers talk about continuous improvement, and the Japanese talk about kaizen. Regardless of your geographical location on the planet, for once everyone agrees!
In marketing, it's the same: you have to do a first test, analyze the results and then relaunch the tests. This is what we call split testing or A/B testing in digital marketing. Each step of the marketing funnel can be tested using a split test.
There are many tools available for performing split tests. Here are a few:
Google Analytics for global split tests, reserved for advanced users.
The WordPress plugin “Thrive Leads” allows you to test opt-in forms and therefore the visitors -> prospects step of the sales funnel.
ClickFunnelsto test each step of your sales funnels.
But, when it comes to split tests, the intelligence of the approach is more in the analysis of the results than in the test itself.