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How We Used Message Mining To Increase Webinar Conversion Rate by 6.65%

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How We Used Message Mining To Increase Webinar Conversion Rate by 6.65%

Maybe the 6.56% conversion rate increase caught your eye, and that’s why you’re reading this.

Because you probably have NO idea what “message mining” is.

And who cares?

If there’s a strategy that’s getting results, you need to know about.

Let’s start with the basics.

What Is Message Mining?

Message mining is a tactic copywriters have long used to beef up titles and subheadings. It’s a way to use the audience’s own voice in your messaging.

Basically, you take words customers have said, verbatim, and then use it in your landing pages, product reviews, etc.

The strategy makes your messaging much more specific and authentic.

Why It’s Important To Know Your Customer’s Voice

Simply put, “When you understand the motivations driving your prospects and customers, you can reflect their feelings back to them (in their own words, I might add). That way, you’re way more likely to convince them buying from you is the right call.”

‘Nuff said, right?

Where Do You “Mine” For Messages?

If you already have a large customer base or email list, you can create a survey.

This is probably the best way to hear exactly what YOUR customers are thinking about their problems.

(Remember, your products or services should directly SOLVE these problems).

What do you do if you don’t have a customer base you can tap into?

You can dive into online comments and customer reviews in OTHER places – like social media, LinkedIn groups or Amazon.

Or spy on your competitors who have a large following. What are their customers saying?

Maybe try all of these avenues. You’ll get unique insights into the most important things your customers have to say about:

  • The features they love.
  • And hate.
  • What features are most important.
  • And more.

And you’ll never have to talk to a customer face-to-face to uncover these details.

The Case Study

Here’s what we did.

We wanted to hold a webinar on sales, but we didn’t want to pick a topic based on what we thought our audience wanted.

We need cold, hard facts.

So we searched Amazon for reviews of the most popular sales books.

Our Buyer Persona (or audience) for this webinar was sales professionals who are looking to improve their prospecting skills.

We used the reviews to create a “Message Mining” document that summarized what customers thought was the good, bad and ugly with regards to prospecting – all in their own words.

Here’s a screenshot of the message mining document:

Caption: Message mining on the topic of “sales prospecting”

The overwhelming messages that salespeople had to say included:

  1. They wanted a step-by-step process that they could easily replicate.
  2. They wanted advanced strategies that they could implement NOW (We already knew this one! But the message mining confirmed it.)

Then, we used this knowledge and the customer’s own words to create a split-test.

Here’s the original (control) page, with the copy “Learn how to add 50-100 prospects every week and double your sales.”

 

Caption: The “control” page

Here’s the variation that used the buyer persona’s language from message mining, with the copy “Simple, step-by-step instructions that will double your sales”:

 

Caption: The “test” page

Here are the results:

Here’s how the two pages fared:

The control page received:

  • 196 pageviews.
  • 36 opt-ins.
  • 25.33% conversion rate.

The variation page (with the message mining language) received:

  • 185 pageviews.
  • 45 optins.
  • 32.14% conversion rate.

Overall, the landing page with the message mining language got more conversions, and performed better by 6.56%.

It’s clear that the landing page that used the audience’s specific needs, based on the message mining data, triggered a response from users.

Your Next Steps

Holding a webinar can bring great value to your business and impact your bottom line. But they’re a lot of work.

The same can be said for any time of marketing content, like free offers, workflows/emails, etc.

If you don’t speak to the audience’s needs, you’re putting in a whole lotta work for nuttin’!

Spending time gathering insights about your audience, and then using that messaging in the copy  – and using the data to build the webinar topic or free offer – ensures you’re on the right track and that you get an ROI.

Have you tried using message mining to develop your campaigns? What results did you have?

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Josh Coffy

Josh is an entrepreneur at heart, dropping out of college to pursue his dream of owning his own business. Fast-forward five years later, and Josh’s unique ability to marry technology with creative marketing strategies has led to Flight Media’s steady and swift growth. Now one of the leading Inbound Marketing companies in Ohio, the U.S. and abroad, clients trust Flight Media’s expertise, agile approach, and transparency. You can find Josh at CrossFit, backpacking the West coast with his wife, Kelsey, or reading a personal development book from his ever-growing library.