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Are there secrets in the world of marketing? You bet there are. This is what makes marketing secrets so valuable, it’s also why there are so many snake-oil salesmen who promise to have the cure.
Why Listen to Me
I never planned to become a marketer. I’m an engineer. Not only did I not understand the world of marketing I actively hated marketers. I’d be the last person on the planet who would ever sit back and listen to someone teach me marketing secrets.
So how did I get here?
As an engineer, I’ve been fascinated with removing inefficiency. During the course of my career, I discovered eCommerce. At first, my fascination was only with how much more efficient eCommerce was over physical retail.
And that’s how I discovered marketing and change my view about it. That journey eventually compelled me to write this marketing secrets post.
13 Years in the Wilderness
I wish I was lucky enough to have learned these marketing secrets when I started. But now I realize I had to go through 13 of heartbreak and frustration otherwise I wouldn’t be able to truly appreciate what we know now.
Marketing Secrets– Quick Summary
Here’s a quick summary– When we started on this journey we knew eCommerce brands had a problem. Their problem was that just 2.5 to 3% of visitors to their sites were buying. We instinctively felt this could be solved– but we didn’t know how. So like any young and naive company, we started throwing stuff against the wall.
To unlock secrets in marketing we experimented with page design hoping that a more visually arresting design would slow users and grab their attention. Slowing users down was key because we saw in Google Analytics that 90% of new landing traffic was bouncing in under 30 seconds. Design does help, but it’s not what delivers the biggest sales impact.
We then shifted our focus to layout– maybe reorganizing the page content was the marketing secret? This made logical sense since heatmaps revealed people were not scrolling deep enough on the page. Unfortunately, this too didn’t give us the kind of sales lift we expected.
That’s when we realized something interesting. In the hundreds of A/B tests, we had been running tests that involved updating the written copy on the page seemed to produce the biggest sustained sales impact. Read on and it’ll all make sense, I promise.
Multiple Marketing Secrets
We expected to find one singular marketing secret. There turned out to be three. These three unexpected finds were distinct but also closely related.
The purpose of this post is to present the marketing secrets maps and let you decide where you’d like to start your journey. We’ve expanded the topic into 4 key chapters.
Chapter 1: is all about conversation rate optimization (CRO). It talks about the history of CRO, statistics of CRO, and describes how most agencies do CRO. We need to describe how most are doing it before revealing our process (that’s the topic of Chapter 4.)
Chapter 2: For every 1,000 product pitches encountered the shopper buys 1️⃣ item (and we’re being generous). If the goal is to have the consumer choose your product we need to understand their selection criteria– we need to understand their buyer psychology. Marketers who nail this will always outrun their peers.
Chapter 3: Conversion optimization work typically focuses on design and layout changes. We don’t limit ourselves to design and layout. Through extensive experimentation, we realized that the thing that moves the conversion needle 🧭 are the words and ideas expressed on the page. Conversion copywriting is the real secret to marketing success.
Chapter 4: Marketers make a fatal mistake. They focus on optimizing the whole site. We focus on the tip of the spear. The most important page on your entire site is your product page. To understand why this is, read this post: Product Page Optimization.