Ignore Your Customer’s “Goals” (They Don’t Matter As Much As This . . .)

Hello everyone, my name is Clay Collins, and welcome to today’s episode of the Marketing Show. In this episode, we’re going to be going over some crazy and counterintuitive split testing results.

So in just a second, I’m going to show you some ridiculous split testing result, and I’m going to talk about how they apply to your marketing and your business, but before we get to that, let’s go over today’s marketing quiz. Today’s marketing quiz is all about split testing and split test results. So here’s the quiz. What is the best location to put an opt-in box on your blog if you want the highest opt-in conversion? Is it the upper left-hand side of your blog? Is it the upper right-hand side of your blog? Or is it below each blog article? We’ll answer that at the end of the show.

Here’s the incredibly interesting compelling and relevant and somewhat counterintuitive for a lot of people split test. So I was looking at different split test results the other day, and I came across this split test. It’s by HubSpot, and they tried two different versions of a landing page.

So HubSpot wanted to optimize and increase the percentage of people that downloaded the trial version of their software. So they ran two different versions of their page and measured which version of that page created the highest opt-in rate. So here are the two versions. Version one looked like this. It said what is your sales and marketing goal and someone could selected their marketing goal was to use the web to grow their business, or to deliver more quality leads for less. So this is a goal-based landing page. You decide what your goal is.

Another version of the page looked like this. Choose your profile, right? You could either select that you’re a business owner and then download the software or you could indicate that you’re a marketer and then you’d be shown good reasons why you should download their software as a marketer. Well, which version of this landing page do you think had the best result? Was it this version of the page where the visitors indicated what their goal is, what they’re trying to accomplish, or was it the version of the page where folks indicated what their role was? Which version do you think did better?

Well, interestingly, this version right here did better, the Choose-Your-Profile version. In fact, this version of the page did 50% better than this version of the page. The role-based marketing outperformed the goal-based marketing, and this actually conforms to just about everything I know about marketing over and over and over again. My clients and I have seen that generally, folks have an extremely vague notion of what they want to accomplish, but they have a very strong identity. They know who they are, and that’s pretty strong, and they have an idea what they want to accomplish, and that’s weak.

So let’s say someone searching for plumbing business advice. They generally know that they want to increase their income and that they have a plumbing business. They’re very certain that they have a plumbing business, but when it comes to their goal of increasing their income, it’s kind of fuzzy. They know that they want things to be better, but they generally don’t have a very crystallized specific goal, right, other than wanting things to be better. They generally know what their biggest frustrations are. They know what they’re upset about. They know who they’re blaming for their problems, but in terms of an incredibly articulated goal, they usually don’t have that.

In your marketing, you must speak to your prospect’s identity. You must say some version of this product is for chiropractors or this product is for women between their 30s and their 50s who are looking to accomplish X. You must address who that person is because people are very reluctant to embrace your strategy if they don’t believe that that product is for them specifically. When I do webinars, time and time and time again, I find that at least a third of the sales come from people who say things like, “You know, I am a healer from Ohio who is male and in my 40s. Is this product right for me?” And they want to hear you say, “No, this product is for healers in generally,” but they want to hear you say, “Yes, you Bob, in your 40s, from Ohio, as a healer, this product is for you,” because so many people, in fact, most people make buying decisions based on identity, not based on an incredibly clear idea of what they want to accomplish. So ensure that you not only include language about what people want to accomplish with your product or what your product will help folks accomplish, but also be sure to address the identities or the kind of people that your product can create success for.

So the best place to have an opt-in box on your blog based on numerous split testing results is the upper right-hand corner of the page. The right-hand side far outperforms the left-hand side, and it far outperforms the area below each blog post.

Anyway, I hope you have enjoyed today’s episode of the Marketing Show. This episode of Marketing Show was brought to you by you. It was brought to you by your support and your constant feedback, and you know, energy that you send my way. I’m incredibly grateful. Anyway, if you’ve enjoyed the show, if you’ve benefited from it, if you’ve learned anything, I’d be super grateful if you’d donate a twit or donate a Facebook share, and go ahead and let your friends know about the good work that we’re doing over here.

Anyway, my name is Clay Collins, and thank you so much for watching the Marketing Show. I’ll talk to you next week.