It’s the one simple rule that marketers make all the time (myself included).
- Marketing is NOT about your company.
- Marketing is about your CUSTOMER.
- People don’t care about your company, your mission statement, or your Instagram account.
- They care about solving their own problems.
As the old saying goes, someone walking into a hardware store looking for a quarter inch drill-bit doesn’t actually need a quarter inch drill-bit – they need a quarter inch hole.
So stop focusing on the drill-bit (your company/product/service) and start focusing on the solution your customer is looking for.
Here’s an example of a recent landing page split test I did for a client that offers sales training.
As you can see from the image below, the only difference in the landing page is the headline:
Headline A: “Canada’s Most Popular Sales Training & Sales Courses”
Headline B: “Looking for Sales Training to Help Exceed Sales Targets?”
Headline B had a 32.6% lift in conversion compared to headline A.
It’s because headline A is all about the company, and headline B is all about the customer.
The customer doesn’t care if you’re “industry-leading”, “best of breed”, or even “#1”.
The customer cares about having their problem solved.
In this case, their problem is that they need to improve sales.
How do they solve that problem?
With sales training and/or sales courses.
Of course I’m not going to say that this type of approach will win every A/B test for you, but give it a try.
Don’t sell your product or service, sell a solution to your customer’s problem.
Happy split testing 🙂