Thread by @bbourque

There are 266,000,000 Google results for "conversion optimization".

Don't read them.

I'm going to walk you through a much better approach that you've never heard of:

Quick PSA:

These threads take time and the info I'm about to give you could make you a lot of $$$$.

All I ask is that you retweet the main tweet above ☝️to share the knowledge.

Thank you 🙏

Now let's get started...

I'm going to walk you through a technique called hunting a Vector of Value.

A "vector of value" is a set of website changes over time as a company hones in on what customers really want from it.

Good companies are always looking for better ways to convert visitors.

Therefore the evolution of a site over time will show you where they're finding increased value.

To do this, we'll fire up the legendary archive.org to find some vectors of value.

This useful website has been preserving snapshots of the internet for decades.

So we can do historical analysis of how interesting brands have honed in on value over time.

Example 1: Better

Better sells mortgages. If we compare 2020 to their current homepage, we see that their headline has moved from hyping Features to Benefits.

Features (2020): No lender fees, no commission

Benefit (2021): Save thousands

Their CTA (button) has moved from mid-funnel to lower funnel:

Mid-funnel: Explore your options (visitor in education mode)

Lower funnel: See today's rates (visitor in shopping mode)

Better's Vector of Value: in a low mortgage rate environment, it's all about saving money.

Phrasing the savings as the benefit, instead of an implied consequence of your features, is a win.

CTA takeaway: users don't want to do work (explore).
Describe the value you give.

Example 2: Glossier

Glossier sells makeup.

Let's compare the evolution of their headlines:

2020: The Skincare Edit is Back!

2021: You Look Good

CTA: unchanged

Glossier Vector of Value: "You Look Good" is a powerful statement / brand promise.

It reflects back to the customer what they hope for from these products.

They've advanced from being about a widget that customizes your skincare to helping you actualize your better self.

Glossier also throws in a freebie, a mirror that features their "favorite daily affirmation", which is "You Look Good".

A savvy way to reinforce the brand promise while providing more value.

Example 3: Hydrant

Hydrant sells flavored electrolyte mixes for rehydration.

They've shifted from educating consumers about their product to evangelizing a new way to buy in bulk.

Headline 2020: Meet the fastest way to rehydrate.

Headline 2021: The Ultimate Scoop

Similar to Better, Hydrant's CTA (button) has moved from mid-funnel to lower funnel:

Mid-funnel: Explore Hydration (boring work)

Lower-funnel: Shop Now (cha-ching)

Hydrant Vector of Value:

They've moved from educating prospects to promoting a way to buy more.

They're likely seeing higher LTVs from the new tub sizes and have enough of a customer base to move past the educational approach.

Hydrant takeaway: it's useful to consider where your brand stands in the imaginations of your customers.

Once you can take awareness for granted, move on to something bigger.

Those are 3 quick examples of hunting for Vectors of Value.

This technique is a powerful way to learn and generate conversion optimization ideas.

Have fun with it.

Look back 5, 10 years.

PSA #2:

It's likely that your assumptions will be WRONG.

Mine probably are.

That's totally fine.

The point is that hunting for Vectors of Value will make you think about why something might be working and you can apply that lens to your own work.

Thanks for reading!

If you enjoyed this, please retweet.

If you like marketing, startups and insights follow me at @bbourque .