Learning saga: CXL course review(2/12)

Product Messaging. Wait, what?

Understanding the hierarchy of content on your page, what should be written, and how is something much more scientific and based on data that you can imagine.

Technical knowledge is something that is overlooked in the area of Marketing. I explain it better:

I feel that the digital marketing professional is almost reaching the level of coach.

You decide you want to be one and the next day your status is updated on Linkedin.

Brainstorm is important, but in addition, it is about letting go of your personal opinion and applying good practices. And today I'm going to talk about them.

Today's theme will be product messaging. Do you understand if your web page is good? Does your copy include fundamental conversion elements? Are you using persuasion principles?

The first article was written last week, and today I will write the second of the twelve. For today, I really tried to be as didactic as possible, putting examples from the market and where good and bad practices were used.

I start with a small example.

Two opening pages. First, Apple's, and the second, from a customer I attended a while ago who sells medical software.

The Home page, as well as its value proposition, can change A LOT according to the reality of your product.

In the case of the two previous images, what took most into account was awareness. Think with me: a person who goes to the Apple page, knows very well what he wants, what the differentials are, and what Apple products are for. They can go straight to part of the price, which is what the public is interested in.

In the second image, the company is not so well known, there are several competitors that at first do the same as she does and worse, the target audience (doctor) really needs something to improve the routine and organization, but maybe she does not even know the differential of having software, or the professional asks the simple question: why should I leave my written agenda that I have been using for 20 years?

The lower your awareness, the longer you must explain to the visitor the features of your product. The more awareness, the more direct you can be. This was a detail that influences the creation of your home page and value proposition. Shall we understand better?

Marketing is Data

As much as creativity is something important in marketing, there are formulas and data that we can follow when building a web page. I'll explain about two: MEC Lab's Formula (CRO principles) and Claude Hopkin's Scientific Advertising (copywriting principles).

CRO Principles 

Important: don't be afraid of the previous image! It is not a mathematical formula, but a way to better explain what influences a page's conversion rate.

Starting with Motivation:

It is no coincidence that it is the variable with the highest proportion. To get to your page, your visitor always has somewhy. Does my message agree with whats he is searching for?

On this page of a college, they already put the main options for visitors to find where they should click (undergraduate, graduate, and other courses).

On the same page, we see the “reasons for choosing the institution”.

You may have noticed that almost every page, even more about technology, has something like that, right?

I'll put one more example:

When companies do that, we look at V:

Value:

What's the payoff? Why should I hire you? Is there any difference in the product that I can't find anywhere else?

Now we get to I and F.

Incentive:

Do you know that promotion that will end next week? Or the discount that goes on today? It helps anyone make a purchase, right !?

Udemy uses this. (Too much - every day there is a promotion there that will “end in x hours” haha)

The F, which in my opinion is a mistake made MANY times!

Friction:

What the visitor goes through to get where he wants to go. That is, the greater the friction, the less the chance of a conversion.

How difficult am I leaving for the person to complete action x? How many links will she have to click until she gets there? An example:

Is there anything more useless than posting "welcome to our site?" Even more so in a place as important as the front page! Also, instead of letting the visitor save your number and call you, why not put the button that leads directly to the Whatsapp Web? (As old as the template looks, the site was updated in 2020).

Finally, A:

Anxiety:

Can I trust this site? And the fear of losing money? Or does the product not work so well?

For that, a good tip is social proof. Customers you serve, and testimonials from users. It is quite common to place companies that have already tried their product:

Claude Hopkins's theory

Claude was born in 1966 and was already teaching a lot that can be used calmly today. Let's talk about 4 principles:

1- Be specific:

Have you seen so much blog written "the biggest", "the best" and "the most anything?". These words do not convey confidence. I searched Google about the biggest HR blog in Brazil.

The more specific you are, the more people will believe you. In addition, generic terms are easily forgettable.

2- Offer something:

I don't know about you, but people are selfish. They need to earn something to get you a return. A discount? A free consultation? Free trial for 7 days?

Airbnb being so kind! Thanks!

3- Tell the full story:

The less knowledge the visitor has about your product, the more information he will need. It is certain that more than 50% of the people who enter your site, will not read all the writing. But your focus is not on them. Whoever entered and is looking for information, is your target public, so write what he needs to know.

4- Be a Sales Person:

Think about that “Welcome to my website” image that I showed you today. If you were a buyer, would it really affect you positively?

So, after MEC Lab's Formula (C = 4M + 3V + 2 (I - F) - 2A), and Claude's principles (be specific, offer something, tell the full story and be a salesperson) that's it for today!

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Do you have any feedback? Do you want me to analyze your site in the next content? Give me a Hi!

ps: the twelve content that will be written here is in counterparty of the scholarship donated by the CXL Institution.