Developing a Messaging Plan

In the last article we mentioned that almost everyone stinks at conversion, but we didn’t talk much about why that is. The biggest reason is despite knowing that everyone who comes to your site is different, we treat them all the same. Instead of being effective salespeople, 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?”
First, let’s think broadly about who you are selling to and what they care about, and put it down on paper.


All of that information can help your build up a strong, broad message you can use 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. 
Online, we know a lot about a site visitor without having to ask any questions.  And we can use that information to our advantage to help increase conversion.  

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

While most organizations who have started thinking about conversion might have a simple opt-in form pop-up for visitors to their site, those who are focused on it can use the information we know to their advantage to create a more targeted experience for visitors to their site by crafting different messages based on who they are and what they have done.

For the example below, I am going to imagine an ecommerce company selling women’s clothing and I 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 ALL of these messages, 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.