Introducing Segment-Aware Goal TrackingBy Ricardo Bueno
Those of us who sell online like to focus on big wins:
- A big bump in traffic
- Expertly written copy
- A beautiful website redesign
Sometimes, though, the biggest wins are sitting right in front of us. And we aren't doing anything about it.
What if I told you that by setting up a few small personalization campaigns for one of my sales pages, I was able to get a 70% lift in overall sales?
Permanently. With zero increase in traffic, without a redesign, and without needing to do much more than tweaking the headline and a few bits of copy.
"Hey Brennan, I'm checking out your course on pricing. It looks like it's meant for freelance designers and developers. I'm a copywriter - can this help me?"
At about this time last year, the above email hit my inbox.
After reading it, I (metaphorically) smacked my head. *DUH*. "Of course it can help! It's a course on B2B sales for consultants."
But here was a copywriter who didn't know that. Or at least wasn't positive that it could actually help her.
I was able to salvage the sale. I wrote back and let her know it would definitely help her as a copywriter (and if it didn't, she could take me up on the refund guarantee).
But how many thousands of other copywriters, marketers, photographers, etc. thought the same thing... and closed the tab?
This is what led me to start personalizing the sales page for the course.
If you're a copywriter, talk about copywriting in the headline. Change every instance of the word "freelancer" with "freelance copywriter" on the page. Simple stuff, really.
I did the same for all my segments: designers, developers, marketers, and so on. Agencies saw the word "agency" instead of "freelancer".
Again: really basic, really simple personalizations.
But this lifted sales by a whopping 70%!
And it makes sense why: I was connecting well with developers because I wrote the sales page with them in mind. So by tweaking a few of the biggies, I could speak to non-developers just as effectively as developers.
Introducing: Segment-Aware Goal Tracking
Tracking how well each segment was performing took a lot of Mixpanel wizardry, but I was ultimately able to figure out how each identified type of person who hit the DYFRate sales page eventually converted at.
Not surprisingly, developers converted really well. Designers did OK. And then it went downhill from there.
We wanted to make sure that RightMessage would make it really easy for you to do the same on your own website:
- Define your goals (like a purchase, opt-in, etc.)
- Define your segments, using our new saved segments feature
- Map these segments to traffic channels, tags in your email marketing database, or on-site behavior
- ...Let it run for a bit...
- And then look at what segments convert best and which convert least
From there, you can come up with a few action items:
- Get more people from the segments that are performing best right now
- Spend some time setting up some personalizations for your worst performing segments
Segment-Aware Goal Tracking is going to give you a bird's eye view of how your segments accomplish key things on your website.
And using the real-time data we give you, you'll be able to address the potential customers of yours that you're ignoring right now.