$3M Lessons in 3 Minutes.
👉 Get the lessons, funnel breakdowns, and systems I’ve learned along the way.
|
Ever put on a pair of "one size fits all" pants and thought "wow, I look and feel great in these pants. Of course not! So why do you think your one-size-fits-all website and email newsletter feels great to your customer? It doesn't. That's why you're not getting calls. (Sorry) (Actually, no I'm not. If you were wearing one-size-fits-all pants that you had no business wearing, wouldn't you hope a trusted friend would just... tell you?) There's a reason why big brands like Netflix, Disney+, and Walmart tailor your experience to just you and nobody else, based on your taste, preferences, and what you like watching — because PERSONALIZATION works! So, here's how I built a Netflix-style "taste" engine in one of my recent client projects. One of my clients, Spark Discipleship, came to my agency looking for help to improve their conversions and customer experience on their website and email newsletter. They were running a Meta Ad campaign, and was bringing in traffic at a decent click. The ads were good. The copy got the click through. And the campaign converted at 24%. Not terrible, but I knew something was off... Every single person who clicked, whether they were an engaged couple planning their wedding, or a struggling marriage looking for a lifeline, or a donor ready to give back, every single one of them landed on the exact same page. With the same headline, same offer and same message. One size fits all... ​We fixed it. Not by duplicating the page a dozen times and running a different ad to each one. We built one page that knew who was visiting and changed what it showed them. Their conversion rate went from 24% to nearly 89%. That's a 265% lift. On the same page.  Now think about your own business for a second. If someone bought your course, are you still pitching them that course? If someone visited your pricing page three times and never reached out, is your homepage still showing them a generic opt-in form? If someone told you in a survey that they're an advanced user, are you still sending them beginner content? Most people are. Because the tools are there but nobody set them up. Here's the thing - you know when you log into Netflix and it says "recommendations just for you"? Or Amazon shows you "because you bought this"? That's completely expected behaviour now. We expect it from enterprise tools. What most people don't realize is that's not reserved for billion-dollar algorithms anymore! You can do that with your website and your email newsletter. Right now. With tools that exist and are accessible to any creator or consultant with a list. We use three things: Kit for email (it needs to support Liquid templating - that's the bit that makes personalization actually work), RightMessage for the website layer, and what I call the Creator Engine - my agency methodology for making personalization work for YOU and YOUR audience — because, let's be honest, there is no such thing as "one-click-personalization" unless you actually understand your audience, how they segment, what to ask them, how to infer behaviour, and how to meaningfully personalize their experience based on taste. When those three things are connected, your website changes based on who's visiting. Your emails show different content to different segments. Someone who's a donor sees donation-focused CTAs. Someone who's newly married and drifting sees content about that. Someone who already bought your membership doesn't get pitched the membership again. It sounds obvious when you say it out loud. And yet almost nobody has it set up. (Except my clients, of course) I did a full breakdown of how this works - walked through the Spark Discipleship case study with real numbers, showed the back end of the segmentation flow, and explained how the whole system fits together. If you're running an email list and want to see what this could look like for your business, start here: → Read the full article / watch the video​ BRAD
You're getting this email because you opted into one of Brad Hussey's websites, or you're a student or customer. Maybe all of the above. Want to update your preferences, or unsubscribe? You can do that here. 600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246 |
​$3M Lessons in 3 Minutes.
👉 Get the lessons, funnel breakdowns, and systems I’ve learned along the way.