Beyond the Typical CRO

How brands lift your conversion rate with simple messaging changes

(Get the most out of the traffic you’re paying for!)

Take a guess – which page below converts better with ad traffic?

A) PRODUCT PAGE

B) LANDING PAGE

Ad costs are rising.

Clicks are pouring in.

Without carefully crafting your message, marketing turns into a Screaming Contest and a game of “Who has a bigger bullhorn”.

How do you capture people who are new to your brand?

The above example is from an A/B test we ran for Zorali, an Australian outdoor lifestyle brand.

Most of their social ad traffic was going directly to the PDPs. But for many visitors, it’s their first time seeing the brand.

So, where would you send their ad traffic to?

Many would assume one would convert better than the other, but in reality, pages are just vehicles to help us get our messages across.

Instead of asking “Should we use a landing page?”, we asked ourselves:

What key message and value proposition do we need to communicate before visitors see the product page?

17% lift in Revenue Per Visitor

Not big on reading? Watch the Quick Walkthrough

 

Simple changes, a significant difference.

This simple concept is called Messaging CRO.

How is this different from most CRO tactics such as…

  • Tweaking the web design
  • Improving site speed
  • Changing button colours

Messaging CRO is all about communicating the right message at the right time to convert more of your ideal customers.

By communicating your true value in a way that appeals to your customers, you can dramatically lift your conversion rate.

As customers, anytime we land on a website, we ask ourselves 4 main questions (whether consciously or subconsciously).

  1. What is this?
  2. Why should I care?
  3. Why should I choose you?
  4. Why should I trust you?

Let’s go back to the earlier example:

We hypothesised that social ad traffic isn’t familiar with the brand and products and we need to grab their attention right away.

After clicking the ad, they’re likely asking themselves:

  • How is this different?
  • Why should I trust you?
  • What makes these so good?

So, we’ve added these changes above the PDPs.

The top section establishes key points of difference while the autoplay video builds motivation and interest.

The press reviews build trust while the product images and the “why people love them” section summarises the key benefits.

Can you see how the messages address those customer concerns?

By adding a section to the top of select PDPs targeting only ad traffic, we could direct the right message to the right audience at the right time.

This is the heart of Messaging CRO.

Right message = More conversions

Most websites fail to communicate the true value of the business.

After a/b testing over 1,000 pages in more than 150+ niches, both B2C and B2B, e-commerce and lead generation, we see the same problem again and again.

Businesses have the best product/ service but their website fails to communicate value — and conversions suffer as a result.

While some products “speak for themselves”, others need explaining, clarifying and selling.

Even the best product/ service needs the right message to optimise conversion rates and that’s what our Messaging CRO is all about.

No lock-in.

Fast ROI (within weeks).

And it comes with an Uplift Guarantee.

Can I do Messaging CRO when I’m scaling my paid ads?

Yes. In fact, Messaging CRO helps you scale your paid ads faster. With the proper testing, you can validate what message actually converts and use the message across your ads and marketing…Learn more about Messaging CRO

 

Isn’t this just better copywriting?

Copy is just one of many ways to express your message. Apart from words, you might need to use an image or a video to express your message too.

Message: What you communicate
Copy: One of many ways to communicate it

Your messaging needs both.

Let’s take a look at another example.

Manly Bands is a US-based DTC brand selling unique men’s wedding bands. Despite a strong brand identity, there are some key challenges:

  • Most people are unfamiliar with the brand at first (wedding bands are generally not a repeat purchase)
  • There are many low quality copycats in the market
  • They’re uncertain about buying a ring online without trying it on

In summary, TRUST is a key barrier.

We had to find a way to build trust in the brand.

The goal was to answer the question “Who is Manly Bands?” and communicate the key value proposition while building credibility.

But how?

Hidden on the About page was an excellent brand video that communicated:

  • Who Manly Bands is
  • How it started and why
  • What makes it unique

So we tested placing it on all ring PDPs (with some copy for those who didn’t want to watch).

After two weeks of testing, the variant achieved a 24.9% increase in Revenue Per Visitor across all PDPs.

When we know what message to communicate we can dramatically increase conversion rates and revenue per visitor.

There is more than one way to communicate a message and Messaging CRO finds the best way to get it across.

What message do you need to get across?

Which of the 4 questions does your website need to better answer?

What value is not coming across on your website?

If you want to learn more about our Messaging CRO, please see this page.

Who do we help?

We specialise in helping established DTC eCommerce and lead gen brands to scale their conversion rate and profits with the traffic they already have.

Typically, they’re getting a minimum of 30 conversions a day and spending 5 figures or more on ads a month.

We hope that was helpful and if you have any questions, feel free to reach out directly to: will@scalemessaging.com

Will Chan & Adrian J. Stewart

Scale Messaging

Scale Your Revenue to New Heights with Better Messaging

Will Chan & Adrian J. Stewart (Co-founders)

What makes Messaging CRO so different?

1- It gets bigger uplifts and much faster ROI

The big uplifts are rarely achieved by changing button colours. Messaging gets into the psychology of buying and this helps us reveal what is really holding back your target customers from taking action. On top of that, rather than spending 6 months redesigning the website, testing and validating new messaging can be done as quickly as 3 weeks.

2- It helps you understand what really works

Getting an uplift is great, but learning what and why it works is even better. When a test is done right, it helps you understand what is really holding people back. This is certainly something a button colour test can’t do.

3- It increases your ROAS

When your conversion rate increases, your ROAS increases. Once you know what message works, you can use it confidently across your ads, emails and other marketing channels.

Is your website getting at least 30 conversions a day consistently (orders/ leads)?

We’d love to have a look and give some honest feedback. Please see our Messaging CRO to learn more.

No lock-in.

Fast ROI (within weeks).

And it comes with an Uplift Guarantee.