(This article was originally published in the MarketingExperiments email newsletter.)
You are at your best in marketing when you visit other people’s websites as a customer, not a marketer.
Think about it. When you are off work and visiting websites in search of a product you wish to purchase, your mind freely criticizes poorly-designed webpages with unclear or unconvincing value propositions.
On the other hand, when you’re contributing to a page as a marketer, you have a blind spot. You tend to speak a different language, add hype and treat people like targets instead of human beings. It takes effort to get into the customer’s skin.
In today’s replay of a live optimization session, Flint McGlaughlin reminds us that we need to continually ask ourselves if our pages are doing their most important job — clearly communicating our company’s value proposition. Namely, why should people buy from us instead of our competitors?
Watch the video as McGlaughlin works through audience-submitted pages to help live attendees achieve marketing wins. If you would like us to diagnose your own webpage on one of our upcoming YouTube live sessions, you can send us your website info through this form, and we’ll try to fit it in.
If you would like to receive more detailed advice from a MECLABS conversion marketing expert via a video conference, visit our Quick Win Consult page to learn more.
Here are some key points in the video:
- (4:00) The knowledge gap between the marketer and the customer
- (6:54) Why testing is a necessary evil
- (7:33) Results of 3 value prop approaches; we show which one produced the greatest conversion for PRNewswire.
- (8:39) Learn more about the Value Proposition here.
- (10:00) Free INFOGRAPHIC – How we build a predictive model of the customer’s decision process
- (11:24) Live optimization of audience-submitted webpage #1 – exam prep provider
- (15:50) Headline mistakes: Talking to customers like human beings, not targets, and more …
- (18:35) Visual aspects: font, color and page arrangement faux pas to avoid when designing a webpage
- (28:05) Live optimization webpage #2 – a cleaning system
- (32:58) Live optimization webpage #3 – app development course for kids
- (38:20) Live optimization webpage #4 – healthy snacks
- (40:00) The importance of expressing a clear, believable, exclusive value proposition
- (46:22) Live optimization webpage #5 – sales engagement solution
- (52:58) Live optimization webpage #6 – fishing lures
- (56:16) Summary