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Win by Ignoring 84% of Site Visitors

Duration - 45 minutes

Key Takeaways

  • The key idea is to focus on the 16% of the audience that is potentially convertible, rather than wasting resources on the 80% that will never convert or the 4% that are already buying.
  • It's crucial to create a mechanism for those who need more convincing to raise their hands. This mechanism should not disturb those who don't need help, but should be easily accessible for those who do.
  • The sales pitch should be hyper-targeted and statistically validated to move the needle. It should be like reading the shopper's mind, understanding what they need to convert, and then showing them exactly that content.
  • It's important to address the anxieties and concerns of potential customers, such as skepticism about the product, its price, or the risk involved in the purchase. This requires testing multiple variations of the sales pitch.
  • The sales pitch should not be forced upon everyone as it can dilute the messaging. It should be surgically presented to those who express a need for more information or help.

Summary of the session

The webinar, hosted by Divyansh from VWO, features Rishi from Frictionless Commerce, who shares insights on experimentation and conversion rate optimization. Rishi introduces a new concept his team has been developing, emphasizing the need to focus on a smaller audience segment for better conversion rates.

Rishi explains his strategy of ignoring 80% of people who will never convert, recognizing that 4% are already buying, and focusing on the 16% who are potential buyers. He discusses the importance of creating a mechanism for those who need more convincing to raise their hands, and then displaying a hyper-targeted, statistically valid, needle-moving sales pitch to them.

He also addresses the concept of ‘risk’ in the buyer’s mind, arguing that even with a return policy, buyers still perceive risk. He emphasizes the need to construct a sales pitch that addresses this anxiety, and the importance of testing multiple variations to identify this anxiety.

During the Q&A session, attendees like Ethan and Fanal are given the opportunity to ask questions directly. Rishi’s approach encourages audience participation, with attendees sharing their thoughts and questions throughout the session.

Webinar Video

Webinar Deck

Top questions asked by the audience

  • How do you know what to focus on when selling a product? How do you address universal concerns like price and changing habits?

    The key is to focus on universal themes and address the concerns of the potential customer. For instance, if I'm selling a foam mattress to someone who has a spring bed, it's not just about buying the ... mattress. The customer has to let go of what they have and adopt something new. As a marketer, I have to guide them and explain why this change makes sense. It's also important to address their anxieties and skepticism, whether it's about the price, the product's ability to solve their problem, or the risk involved in trying out a new product. We need to construct a sales pitch that addresses these anxieties, and this requires testing multiple variations to identify what works best.
  • How can I apply this concept to email marketing? How can I track link clicks and identify people's behavior?

    - by Thomas
    This concept can be applied to email marketing, specifically in the context of a welcome series. For example, if the focus is on demonstrating expertise, the first email in the series should focus on ...that. At the end of the email, ask the recipient if the email addressed their concern. If they click 'yes', it confirms that the email series is on the right track. If they click 'no', it indicates that the focus needs to shift, perhaps to the origin story or unique point of view. This way, the email series can be adjusted based on the recipient's feedback. It's about creating a mechanism to identify the needs of the recipient and adjusting the content accordingly.


Disclaimer- Please be aware that the content below is computer-generated, so kindly disregard any potential errors or shortcomings.

Hello. Hi, everyone. Well, I see people are still joining in. Let’s Okay. Probably half a minute, then we can start with the awesome awesome session that Rishi has prepared for all of us. Let’s get started, everyone. Hello. Hi. Thank you so much for joining the v double webinars. ...