If you've ever stepped onto the lot to purchase a car, you've likely experienced either an incredible experience with a salesperson or a horrible experience. The same is likely true if you've ever sat in a presentation for a timeshare - they either feel wonderful or horrible, but rarely are they neutral experiences.
What makes a great sales experience? The person who is "selling." In reality, it never feels like the great ones are ever selling. They're just helping you get what you want to get done.
Unfortunately, our website copy is more often like the bad salesperson - asking for the sale way too soon (with buy buttons everywhere and popups trying to collect our information before we're ready to commit).
What we've built with this plugin is a way to get your site to treat your future customers in the same way as the best salespeople ever would.
Context is Everything
Great salespeople are always looking for ways to connect. They try to figure out if you're a sports person or a family person, or find some other way to connect with you. They do it by taking in tons of context clues and then asking you for some information.
More importantly, they use these context clues to shape the examples they use. Sure, they're making assumptions, but they're normally pretty good at it.
Create Segments & Change the Message
Let's say we had a storytelling course we were trying to sell online.
While we can't and shouldn't change the title of the course, our pitch ("Finally, a Tried-and-True Method to Storytelling that Connects and Helps your Stories Stick Better") could definitely be changed. And it's exactly what a great salesperson would do.
But to dynamically adjust the chances that someone buys the course, we'd first need to create a series of segments that we could leverage.
Segmentation by State
What we're going to do here is walk you thru several examples. But the most important thing to realize is that segments can be based on anything. You're simply trying to define a category of people that you can shape a message for.
Let's start with people who live in California.
We'd go into the backend of WordPress > Revenue Booster > Segments. Then we'd click Add New.
You'll see here we've created a State segment and said we wanted to look for folks from California.
We do this because we know we could change the message / pitch to something that is more personal to them. In a second we'll show you how to do it, but here's an example of how that message could change.
What if we pick a different state? Like Arkansas.
We could then shape the message for folks there, based on the fact that one of the most famous public speakers from that state also was one of our Presidents in the US.
We're simply shaping a message based on the segment with the expectation that it will connect more effectively and that will help us close more deals.
Segmentation by Country
We don't only have to segment by state. We could segment by country.
And in this case, we'll show you the use of an "OR" function while creating a segment. Notice we're creating a segment that is named "Spanish Speakers." For this segment we'll use more than one rule (clicking on the "add rule" for each row).
And then we simply select a series of countries whose primary language is Spanish, as you see in the screen below.
This is where that "OR" feature comes in handy because we don't expect a visitor to be from all these countries. So we click on the "OR" so that we know that our dynamic text will work for anyone from ANY of these countries.
Once you have a segment like this, you can go to the front end of the website and click on the "Add Dynamic Text" button.
As you roll your mouse over different parts of the text, you can highlight the text you want to change.
This is what will give you the opportunity to create the text that will replace the default text - based on the segment that users fall into.
We've seen State and Country segmentation, but you can use other factors to create segments.
Segmentation by Visitor Type
If a visitor comes to the site for the first time, your heading may make sense. Further, you may not know a lot about the user. But if they're a return visitor, you could potentially create greater urgency in your message as we'll do here.
First we create the segment.
Then, based on that, we can change the text.
Segmentation by Device Type
If you are like most websites today, you have traffic coming from mobile devices. You can segment your audience this way as well. First we create the segment.
And then, based on our ability to determine the device they're viewing our site with, we can change the text.
In this case, we're not changing the message dramatically. We're simply trying to say the same thing with fewer words.
This is just the start...
The good news is that this is just the beginning. The more segments you create, and the more tailored your messages become, the easier it will be for people to buy from you.
We can't wait to see what you'll do.