“Voted #1 specialist in [product]
for [core audience]”
vs.“Over 5 million switched to
[product] because of [uvp]”
version 1 resulted in 4xthe CTR and 5xthe number of conversions
female age 24-45
not tech savvy
use the product for in-house training
Use this information to target
keyword queries site received
Google Analytics included:
how is this (product) more
effective than other
forms of learning?
(141 visits with a 60% bounce rate)
how to record high quality
audio using (product)?
(309 visits & 82% bounce rate)
use data collected on common concerns /
behavior & create tailored messages to test
Gender/Age Product Behavior
Female (age 24-45) High involvement / think Heavy percentage of users
research online via search engines
Ease of use with existing software
within the organization
to a different
stage in the funnel
How is this product more effective than other forms of learning?
How do I record high-quality audio using the product?
now, we have to make this
target message more
findable to the right people