Developing a Messaging Plan

In Section 1-Part 2, we mentioned that almost everyone stinks at conversion, but we didn’t talk much about why that is. The biggest reason? Despite knowing that everyone who comes to your site is different, we treat them all the same. We act like an order taker at a fast food restaurant who recites the same line to everyone who comes through:  “Do you want fries with that?”

Who are you talking to?

First, let’s think broadly about who you are selling to, what they care about, and put it down on paper.

 
 
 

All of that information can help you build up a strong, broad message to greet visitors to your website and should inform all of the copy and imagery you use. While we are not going to get into the details of your website design and messaging, you may want to revisit what you’ve already written with this in mind. 
 
Now on to the good stuff. 

Use What You Know

Online, we know a lot about a site visitor without having to ask any questions.  Use that information to your advantage to increase conversion. 

  • Where did they come from?
  • Is this their first visit?
  • What page are they viewing?
  • How many pages have they looked at?
  • What language do they speak?
  • What device are they using?
  • How much is in their cart? 

Knowledge is power. Use this information to create a more targeted experience by crafting different messages based on what you know. The questions above can help you create something relevant to your audience, which will make them more likely to convert. 

For the example below, imagine that you're an ecommerce company selling women’s clothing and you want to offer a 10% discount to new customers who sign up for my email list. (Read more about creating the right offer here.)

While you probably wouldn’t want to hit someone with every single one of these messages below, you can see how your core message might change based on what you know about a visitor.

 
 

In Level 2, we will get into more advanced messaging techniques, but for now, let’s focus on building an initial campaign that speaks broadly to your core audience. You'll learn more about how to do just that in the next section.