Earlier this year worked on an international speaker event. This is one of the biggest speaking events put on in Australia with world-renowned speakers. Tickets range from $1000 to $15000 for VIP packages.
The event team are top-notch marketers. They have a complex and really cool funnel to get customers warmed up. They asked us for some specific ideas on how they could increase sales from the same advertising spend.
Now, their speaker is a hugely recognizable brand, so the focus on “hero” brand in Facebook and Display advertising was really important. I didn't think that was an area we needed to focus on. Instead, we wanted to focus on the conversion on the Landing Pages.
We wanted to test making the outcomes more concrete. We ran a test over six weeks, splitting advertising traffic between the original page and our new page. The outcomes-focussed page delivered a massive 47% more clicks on the Buy Buttons leading to the Sales Cart.
At first glance, these pages look really similar, right? But let's look at this in more detail.
Firstly, we made the headline about an outcome. Yes, I know it's not as concrete as we want. We had to stick to some brand guidelines, but that's where the bullet points come into play. At this stage of the funnel, visitors don't need to be sold on the “hero”. They know his brand.
We re-wrote these bullet points so they're specific and concrete. We're solving problems with careers and relationships. We're talking directly about how our hero can help.
And we kiss goodbye to the LEARN MORE Call to Action. How about a Call To Action that offers real change?
How about a Call to Action like:
I'M READY TO CHANGE NOW
The results of the AB split test speak for themselves. We got 47% more people into a Buying State of Mind just with changes to copywriting.
It's surprising. But small changes in copywriting and headlines can have a dramatic impact. This is a lesson for all of us, big and small brands alike.
Getting the Right Offer right at the Right Place in the funnel can be a game changer for your business.
Our tests didn't stop there. This test is just one of an ongoing engagement. So far we have tested:
Improving conversions and sales from your traffic should be an ongoing process of continuous improvement.
Continually testing changes - Survival of the Fittest - gets you to your best performance. If you need help getting more sales or leads from your current Advertising Spend, get in contact. Let's have a chat and see if we are a good fit.