Thread by @me1ies

How I made a @AdsAstronaut an extra $51,840 without spending a penny extra and how you can do the same

Thread 🧵

A few weeks ago a @AdsAstronaut aka Kyle saw one of my posts in @wizofecom Utopia about Google optimize and reached out. After taking a quick look at his store’s landing page and GA account I knew there was room for improvement in his CVR

Kyle sells a product that has a direct medical benefit for his customer (think vitamins, products that help joint pain, acne cream, etc).

His best-selling product landing page looked mostly good and it was already converting well (3.7%).

He had already tried multiple A/B tests but none of them were winners.

Here’s exactly what I did to create a winning test:

Step 1 - Landing page audit

His landing page was set up like this:

As you can see, it's pretty standard for above the fold. Nothing out of the ordinary. However, it was missing a key element: Product benefits

Step 2 - Research

From my experience running dozens of tests for similar clients, I knew that having easily digestible product benefits above the fold can make a massive difference in CVR.

HOWEVER, the mistake I see too often is people add the benefits THEY think are best instead of what customers care the most about.

I could've found the same product on Aliexpress and looked at what the supplier said were the benefits but that wouldn’t make much of a difference.

So here’s what I did:

I sifted through almost all 1k+ reviews for the product and aggregated every single issue that customers said the product helped them resolve in an excel spreadsheet and identified the most commonly addressed issue.

After that, I went to as many competitor websites that I could and sifted through all their reviews to find additional pain points this problem helped resolve and also added them to the spreadsheet

A customer review might say something like:

“This CBD product takes away all my anxiety before I sleep and I never wake up feeling groggy”

Then in a spreadsheet, I would tally up every time I customer mentions anxiety, grogginess, etc

As you start to dig into the customer reviews you’ll come across a lot of repeat problems that your product has helped customers with. Some you may already have on your page, whilst others you may not or they are nested in bulky paragraphs

Another way to do this, is to use @Yotpo or stamped.io to create segments reviews that where customers can talk about the "biggest concern" or "biggest problem" the product helped with and use that in your benefits. See attached for an example

Once you have a decent list, the next step is to pick the top 4 or 5 most mentioned problems then create simple one-liners that you can add as a “product benefit” on your website.

Again, you may already have these benefits mentioned, but if they are not above the fold and easily digestible (icon, one-liner, etc) chances are customers are not seeing them.

Step 3 - Test

The next thing I did was set up the test on Google Optimize, here is how the experiment page looked:

As you can see, the 5 most mentioned benefits were added above the fold.

Also, I added a customer quote right below the product title that was written based on the MOST common problem mentioned by customers. The quote was: “finally something that helped my x”

Step 4 - Analyze

After launching the test, we let it run for 2 weeks. Here are some tips when running tests:

-Two full website cycles are around 14 days so I wouldn’t recommend letting a test run for less.

-Make sure that the results have stabilized before calling a winner.

Because of the higher CVR, this test alone added an extra .27 cents revenue per session. It seems so small, but this page gets 16,000 sessions per month.

$0.27 x 16,000 = $4,320 additional revenue per month or $51,840 per year!

Takeaways:

If you’re going to take anything from this, take this:

Customer reviews are not just for social proof, use them to test changes in your messaging, benefits, etc

Test as much as you can. Even if your CVR is 3-4% there is room for improvement

Above the fold is where the money is made. Optimize it as best as you possibly can.

Even small changes can have a huge difference when they are annualized

I hope this thread was helpful, for any stores doing a minimum of 10-20k website visitors per month looking to increase their CVR, send me a message or schedule a call in the link in my bio.

It's 100% free if I can't increase your CVR.