The average cost to acquire a betting customer is ~£200. SkyBet are doing it for £2.60. 🤔 What?! Okay. So. 99% of bookmakers have some kind of “Bet £10, get a £20 free bet” offer. Cool. Whatever. No differentiation ❌️. Sky Bet came up with something wildly different: ✅️ “Super 6: Predict six correct scores. Win £1 Million.” All you need is a Sky Bet account. Why such a hit? 📌 Low friction: Completely free, takes 20 seconds 📌 Fits into my life: “I'm watching the games anyway” 📌 Fits into my social life: “All my friends play” 📌 Huge prize: A million is a talk trigger 📌 Seems doable: “Guess six scores? Can't be that hard.” Of course, they don't tell you that guessing six exact football scores is about as likely as winning the lottery. Alas. Probability. Super 6 Offer. The numbers speak for themselves. 🔰 15 years. 🔰 £13 million paid. 🔰 5 million downloads. ⮑ Napkin maths: 13/5 = £2.60 CPL ⮑ Sky Bet valuation up 600% since launch (now £3.5 billion) And that, friends and enemies, is why you learn how to write an offer. Hope whoever came up with it got a slice.

Even if your visitors can understand your writing … even if they can use your website … and even if you offer what they came for … they may not understand ❌—or like—your value proposition. What is a value proposition? The seller’s perspective: ⮑ Value Proposition = Benefits − Costs The buyer’s perspective: ⮑ Value Proposition = Pros − Cons Three ways brands fail to communicate their benefits (the pros)—and several ways to fix the problems 1. Many companies don’t make it clear what the product or service does "Plain language almost always beats branding waffle." When products are sold using vague language, the results can be disastrous. The visitors don’t understand what they’ll get. For example: 🟥 Branding waffle: “Music, Meet Home.” 🟩 Plain: “The world’s leading speaker system: Play any song in any room from any phone.” Another example: 🟥 Branding waffle: “Introducing the oases of freshness: The Aquaris, the Tritona, the Anapos.” 🟩 Plain: “Drink pure, freshly-filtered water every day (and avoid single-use plastic).” Many marketers aren’t aware that their website has this problem. The problem goes beneath the radar because visitors seldom report that they are “struggling to understand the value proposition.” Instead, they say things like, “I’m still researching.” Also, most unclear descriptions aren’t as obviously bad as the ones above. The best way to identify unclear benefits is through user testing (explained in previous post). During user tests, listen for clues that the users haven’t understood the product or service. For example, you may find that a user’s objections to buying don’t make sense. Or that the user has gone quiet. 2. Some companies forget to mention valuable benefits For Example, a mobile company gave away a high-quality travel adapter with every travel phone they sold—but never mentioned it ❌. When they added the adapter to the website, sales increased ✅. So they added it to the offline marketing campaigns too. This was one of the many factors that allowed us to triple their sales in one year.

Your visitors aren’t all sitting in a usability testing lab in isolation. They are real people living real lives. Their browsing sessions can get sidetracked by real life. This family, for example, could possibly get distracted by eating, parenting, or the inevitable breakdown of their relationships. → Their kids might ask to be fed, and they have to abandon their online shopping to go and “cook” a bowl of Cheerios. → Their taxi driver might arrive to take them to line dancing. Once your visitors are distracted, they may never come back. How can you, as a web marketer, overcome those problems? You can’t make breakfasts. You can’t postpone line dancing. So how can you get those visitors back? ✅ Solution 1: Be memorable enough so that they return: - Have a memorable name - Have an entertaining message - Be different eg. Dollar Shave Club became successful off the back of its entertaining explainer video. ✅ Solution 2: Establish ways to communicate with the visitors on an ongoing basis - Offer a no-brainer deal with a tiny commitment. - Persuade your visitors to follow you on… Instagram, Facebook, LinkedIn, X, YouTube, etc. - Use ad retargeting to persuade the visitors to come back. - Capture your visitors’ contact details —and then create a follow-up flow that keeps their attention and persuades them to proceed. - Use shopping cart abandonment campaigns. ⮑ All of the techniques above are effective at turning the relationship into more than a one-night stand.

In the next two minutes, we’ll show you how a single research insight improved the conversion rate by 96% for a website monitoring service. Before you leave the post, comment below how will YOU use this trick to improve your conversions? StatusCake provides website monitoring services for website owners and IT professionals around the world. ✅ Listening to the target market As part of our research process, we ask qualified participants to evaluate the leading competitors sales pages. “Nice UI and information-packed.” “…the UI of the other platforms looks better.” “I like that there are screen grabs… it shows me how the app looks.” “I liked [the] large image of the UI. This shows me what I want to see…” Hence, a lack of clear screenshots on StatusCake’s site was seen as a negative. ⮑ Taken together, the research suggested an interesting hypothesis for testing. ⮑ Finally, the illustration is replaced by screenshots of StatusCake’s awesome UI on a variety of devices. (Both the before and after versions of the pages are attached in the post.) ✅ Result: Conversions increased by 96% ⮑ During the test, the variation saw a 96% increase in trial sign-ups. ⮑ Just by helping users imagine that they already have their desired result. How will YOU use this tip to improve your conversions? Comment below 🤔!