CXL - Why asking people to sign up is wrong

I have 7 updates for you this week.

1. On my mind

“What most marketing folks optimize B2B website copy for: ‘why sign up’.

That's wrong.

2 key reasons:

•  Only if you're a fan or you go through a warm referral you consider signing up with X and nobody else
•  In almost all other cases you consider multiple options, sometimes as many as 10.

If you merely describe what your tool enables people to do: send email newsletters, track open rates, etc - you're making 2 mistakes

#1: you're positioning yourself as a commodity

‘Send beautiful newsletters’ --> any email tool does that

‘We do SEO’ --> so does everyone else

#2: when you're describing why I should use your basic capabilities, you're insulting my intelligence.

Here I am comparing 10+ experimentation tools, and you explain to me why it's good to run A/B tests.

So what to do instead: optimize your site for ‘why choose us’.

Unless you're an innovator, you're being compared to a number of players, especially category leaders.

If you're a CRM, you can be sure they're also looking at Salesforce, HubSpot, Pipedrive, etc.

So when you make a case for yourself, lead with your differentiated position or narrative. Highlight your specific advantages. Soft innovation and emotional points of difference can go much further in the world of endless features.”

- Peep 

2. New on the blog

Optimize for Branded Search to Create a More Effective Sales Funnel

Branded search research is one of the most valuable (yet quite neglected) data sources out there. Here’s how to use it to your advantage.

What Eye Tracking Can Teach Us About Form Optimization and Design 

Looking to optimize your web forms? Here’s what the latest eye tracking research suggests to improve your conversions.

3. Become radically different

Everyone says that differentiation is business-critical, but how do you actually go about being different?

We’re thrilled to announce our new course, Radical differentiation will be launching April 6. 

This course will teach you the timeless principles of business, psychology, and marketing to help you create a business that stands out. 

Access the full curriculum here

4. Jump in the hot seat with Louis Grenier

On April 7, marketing expert Louis Grenier will coach a select few CXL community members and help them stand out from the sea of competition. More info coming soon on how you can enter to sit in the hot seat. Stay tuned. 

5. Only 14% of businesses strongly agreed that they share experimentation learnings across their company

When it comes to experimentation, there’s so much opportunity being left on the table. If you want to know how you stack up against 200+ businesses that are running experimentation programs, get Speero's 2021 Experimentation Benchmark Report. 

Get the free report

6. Looking to improve customer retention and CLTV?

Speero (the agency behind CXL) offers experimentation programs that drive profit by optimizing for customer retention. We do it by understanding your data, speaking to customers, and coming up with creative test ideas to drive sustainable long term growth. 

Find out more

7. There's more to life than conversion rates

It's time to look beyond optimizing for conversions, and start considering the bigger picture. Retaining those customers and increasing their lifetime value. Find out why from Speero's MD Ben Labay. 

Optimize beyond conversions

Our address: 901 S Mo Pac Expy, Suite 150, Barton Oaks Plaza One, Austin TX 78746

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