1 – Time on PageIf you look at your Google Analytics for the day, both at the content that gets organic traffic and from your email list, where is the time spent on site longest? With what kinds of material are people engaging? What’s keeping people on the page (i.e. is it content, expressed benefits, etc.)? Again, the data tells a story, and you can use what you know about your audience to fill in the details. Make sure to pay attention to both positive and negative outliers. Getting a sense for what types of content people are leaving immediately is not a bad thing when you’re trying to figure out how to attract and keep customers.
2 – Products that Sell WellIn the digital marketing world, products that have sold well previously could be those that you sold for others in the affiliate space, or your own products that earned bigger returns compared to other promotions. Both types of sales are good cues as to what type of products and content to develop for future launches. My indicator for an above-and-beyond product is a 100% higher return than my aggregate average broadcast message ROI. Again, you can also look at the negative outliers as well, especially those products that you thought might sell well but did not.
3 – EmailsWhich of your emails have the highest open and click-through rates, and what do these emails have in common? Are there subsets of topics that people really seem to like? Are there words, topics, terms that get people to avoid emails? One way to figure this out without surveys is to compare positive and negative outliers, looking at both content and presentation in both categories and finding those patterns of similarity. I’d suggest looking at both your top and bottom 5% to 10% of emails based on subscriber engagement, taking into account both open and click-through rates.
4 – Evergreen OffersEvergreen products, as a quick reminder, are those that you can offer again and again and continue to get good return and conversion rates (read more about marketing premium or special offers in this article). Which offers have you promoted as evergreen that have worked well? I’m currently working on getting film crews in different parts of the world to meet and film with different martial arts experts around self-defense techniques. We’re not scouting out amateurs, so this help doesn’t come cheap; its a definite investment to create a product that I know (by going through each of these methods) will sell. If you’re going to make something, you’re better off creating something that will sustainably have an impact. What offers do you have now, or what similar products is an affiliate offering, that are doing well? These offers will often provide key insights into whether a new product you’re offering will do well. There are a couple of offers that we have that just don’t seem to fatigue like others do. We promote these again and again, and always get a solid set of sales. Think through your ‘old faithfuls’, considering length, type, benefit, etc., and pull out the success factors that you can apply to new products.
5 – Social EngagementSocial media is another channel for tapping into the desires of your audience. Keep up with the number of views on your YouTube videos and identify those that have gotten much more than others. For Science of Skill, we tend to get a lot more views on videos where we’ve featured celebrities from the mixed martial arts world. Look for patterns in content and also pay attention to commentary. Do the same exercise with Facebook and Twitter, discerning and identifying trends that make for ‘bad’ or ‘good’ posts.
Wrap UpThe above approach is not limited to just physical offerings; even if your products are solely in the digital space, it’s still important to think through the above, especially if you don’t have a lot of extra time for surveys. When you use these five lenses (in as short a period of time as one evening), you’ll likely have a much better inclination as to whether creating a product is a good use of often limited (and always valuable) resources. Have other ideas or questions? Leave a comment on the CLVboost Youtube channel or on our Facebook page and we’ll do our best to respond within a day or two. -Daniel Faggella CLVboost Founder ]]>
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