Marketero · Entrevistas
Ep 80: The Presell Page Blueprint [Part 2]
14 ideas de marketing sacadas de «Ep 80: The Presell Page Blueprint [Part 2]», de DTC Podcast. Sobre todo de conversión y investigación de mercado y…
- 14 ideas despiezadas
- Fuente DTC Podcast
- Dura 45 min
- Publicada en 2021
Ver la entrevista entera en YouTube
De qué habla
Las 14 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 14 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Un solo link por test: aísla la página para no diluir datos entre audiencias
ConversiónCuando se testean landing pages, cada variante debe recibir tráfico de una sola campaign o ad set. Si diferentes campaigns con diferentes audiencias van a la misma página, los datos se diluyen y no puedes aislar qué página gana. El golden rule: una página, un link, una audience.
use one link in the traffic source and i say that because it's impossible to properly test or isolate different pages if you're running different facebook campaigns as it could be any traffic source but uh facebook campaigns because uh you're gonna find different audiences and so you want to constrain your page tests and those messages and whatever that test is into a single ad set or campaign so that you're not running like different campaigns to test different landing pages because uh the audiences will be different and therefore dilute your data so that's an important takeaway
Escúchalo en el minuto 14:06
Proceso Pilothouse: ángulos → página winner → contraste → squeeze (flywheel)
ConversiónEl proceso tiene 4 fases iterativas: (1) 3-5 ángulos/hooks se testean en ads abiertos; (2) se construye la página de cada ángulo, se testean CTR con precio y se encuentra el winner; (3) contrast testing: diferentes look & feel, colores, headlines, precios sobre el winner; (4) squeeze: test de elementos individuales (layout, copy, CTA) hasta secarlos. Siempre hay nuevos tests detrás de los winners; el flywheel nunca…
this is a screenshot on the left from within pilot house guys this is legit our process um start with three to five angles hooks like cam showed you um energy switching pensioners uh save the environment with this energy switching service save money whatever those hooks or angles are deciding the page type so we talked about that build pages in page builder obviously direct link to shopify cart just skip the store don't [ __ ] around with it make your own uh it's going to be a nightmare otherwise figure out which uh for the for the newbies anyways uh figure out which angle slash page is the…
Escúchalo en el minuto 18:51
Headlines y hero images: 50 variantes en una semana = 15-20% de mejora garantizada
ConversiónProbar headlines y hero images es la forma más rápida y barata de mejorar una landing page existente. Copia una de las plantillas del page builder, genera 50 headlines y 50 hero images, yúsalas en el split test nativo. La promesa de Pilothouse: mejora del 15-20% en CTR en una semana, o la garantía de que一试. Cada 1% de CTR mejora es acumulable.
hero image like game changing just run 10 different hero images and you'll find a game i promise even things like that announcement bar you know just that little thing on top that you know that you know it's easy to overlook you think it might be you know it might look tacked on or something like that but but that just it just really grabs the eye and it's you know i bet it's through our testing something that we find is important yeah totally eric and each one of these is one percent click-through rate gain one two three four five six seven eight there you just gain nine percent exactly just…
Escúchalo en el minuto 13:07
Prospecting va a pre-sale pages largas; retargeting a collections/PDPs con mínimo friction
ConversiónPara top of funnel, Pilothouse usa contenido de consideración largo (advertorials, páginas de consideración). Para retargeting, el usuario ya está vendido: se envía directo a collections o PDPs con cupones, garantía o urgencia, minimizando fricción. Mezclar los flujos hace que los datos de prospecting contaminen los de retargeting y viceversa.
you want to test your prospecting and retargeting separately retargeting for the most part will run to collections or pdps uh we'll very rarely do long form content once it's retargeting but for top of funnel um we go ham and so just make sure you're breaking those links out or at least tracking it differently because uh the data will perform much differently so just make sure you do that usually take the best of say uh product or um uh collection pages that we've made and then just direct link to those yeah like it goes back to like what i mentioned earlier like it's just like a decreasing…
Escúchalo en el minuto 14:42
Gold coin testing: apila los mejores headlines, hero images y CTAs en un stack ganador
ConversiónLa técnica del 'gold coin' consiste en identificar el mejor headline (de tests en Facebook), la mejor hero image y el mejor CTA — cada uno de una prueba distinta — y combinarlos en una variante apilada. Cada elemento es un 'gold coin'. Los resultados no son lineales: el combo de winners supera a cada uno por separado porque se refuerza mutuamente.
um but specifically that's where you're able to test individual elements of either your ad or your pre-sell page in sort of a structured testing environment where you can actually learn which aspect of your page is your gold coin you can actually build a stack of gold coins so that you actually have your highest converting hero image your highest converting headline your highest converting cta kind of all together stacked into a stack of gold yep and just another just a quick value rocket as we like to say um the gold coin thing like when you're doing headline testing say in facebook or other…
Escúchalo en el minuto 23:08
ConversiónEn la landing page, Pilothouse muestra todo lo que el cliente recibe además del producto: shipping gratis, PDFs de valor, warranty, servicio al cliente, todo upfront y visible. Aunque sea algo que ya ofrecen, no hacer esto explícito en la página es dejar dinero sobre la mesa. 'Llena el stack de valor' es su mantra.
some more information um stack value bundles so um always offer more on your products always showcase what they're gonna get in addition even if in the snow example even if it's a really nice box like if there's nothing you can bundle up or like or convey uh just be like finest wrapping of your box like just find things that the customer will appeal to whether it's you know united states shipping or include pdfs like there's lots of things you can include free customer service free warranty all these things that you're already offering uh just put it up front and visible free customer service…
Escúchalo en el minuto 16:10
Las landing pages son la herramienta de discovery de audiencias, no solo de conversión
Investigación de mercado y clienteEn vez de asumir qué audiencias quiere un cliente, Pilothouse testa docenas de ángulos (dog mom, green earth, pensioners) en landing pages y los corre con campañas abiertas en Facebook. La landing page pre-califica y la plataforma muestra qué ángulos encuentran audiencia y a qué CPM/CPA. Esto revela segmentos que el anunciante no sabía que existían, permitiendo escalar horizontalmente a nuevas audiencias.
find new audiences with new angles so this is i don't know if this is a pilot house thing or where someone else probably taught it to me uh sorry if i'm stealing credit here but uh we use these pages to find our audiences majority of our campaigns are open just open and what we'll do is we will create these angles and these ideas so and i'll get into the details of the specifics of how to do that but let's say uh woofers as an example you know the angles that i want to test could be um you know dog mom loves dog healthy dog treats or uh i don't know dog food alternative whatever whatever you…
Escúchalo en el minuto 5:24
Bello no es igual a performance: publica y testa, no perfecciones
ConversiónKyle Hitchcock explicitly dice que 'beautiful does not equal performance'. Gastar una semana en una página bonita que no funciona es perder una semana. El proceso correcto es publicar rápido con un template, testar, dejar que los datos decidan, y descartar sin sentimiento. Los creativos deben superar el apego a su trabajo: la página es una máquina de datos, no una pieza de arte.
and don't be sensitive um i used to write everything myself i used to build on my pages and get hung up on it and but like i'd spend a week on a page it didn't work uh i just threw it out and you know it's tough to do uh especially for the creative folk in the audience but it just has to be done uh trust the data here's our process and i think this is it cool so something i've learned is like beautiful does not equal performance so make sure the angle the copy the actual content that you have on the page is your first priority and like don't perfect it doesn't need to be perfect get the stuff…
Escúchalo en el minuto 18:28
Incluir precio en los primeros tests da datos de intención más precisos
ConversiónSin precio, el CTR es ~35% más alto pero la intención es ruido. Incluir el precio desde el primer test reduce el CTR pero las métricas de intent son más limpias. Benchmarks: CTR con precio de 15%+ = página decent needs refinement; 25%+ = página excelente. Usa esto para decidir qué variante llevar a la siguiente fase.
include price on first tests yeah so for your first initial test if you're doing different landing page tests always include your price of the product if you don't include your price on the on the on the first top of funnel page your click-through rate will be higher it'll be about like 35 percent higher but if you put the price on it'll be lower but the measurement of the intent will be more accurate and so if you have a price point on your first tests on your product page or your top of funnel page and the click-through rate is 15 or greater your page is gonna be okay with some refining if…
Escúchalo en el minuto 16:54
El CTR en pre-sale pages tiene efecto compuesto: 15% → 25% es 25% más transacciones
ConversiónUna mejora de 10 puntos en CTR no es un 10% más de resultados: es un 25% más de gente que llega al carrito y Transaction. La matemática compuesta es la razón por la que las pre-sale pages son la palanca más potente del funnel. Un CTR de 15-20% a 25% es una diferencia de negocio enorme.
if you can increase your page click-through rate this is intent-based click-through rates like obviously not you know clicky click-bait stuff um from 15 to 20 percent to 25 gain therefore 25 more people are going to your card and 25 percent more people are making a transaction just something to like let that sit um it seems small like oh my click-through rate is 15-25 but it's actually a huge huge gain it can have a massive impact on your business
Escúchalo en el minuto 2:11
Prospecting con audiencia broad + UTM a pre-sale pages; la landing filtra
ConversiónEn vez de crear audiencias separadas para cada ángulo, Pilothouse usa audiencias abiertas broad y deja que los links UTM distingan los ángulos y personas dentro de la misma campaña. La landing page es la que pre-califica: cada variante de página testea un ángulo diferente. Esto simplifica la gestión de campañas y permite escala horizontal.
broad and then links that carry those angles and personas in the utms depends what tool or stack you're using like you could use utms to track this also yeah
Escúchalo en el minuto 26:46
No pongas el botón de CTA arriba en páginas de consideration
ConversiónEn páginas de top of funnel, la filosofía es que el contenido debe hacer drip como un embudo: todo — headline, imagen, testimonial, urgencia, oferta — trabaja en secuencia. Un botón de 'Buy now' en la parte superior hace que los usuarios salten la página sin consumir contenido, aumentando el bounce rate en la página siguiente. Poner el CTA abajo fuerza al usuario a leer y confirma que están vendidos.
don't put a button at the top on top of funnel i know ecommerce guys are like [ __ ] you man but you know because there's like it depends how far you are in the funnel for a top of funnel experience you want your pages to be so optimized that the content like drips down like you everything in that content should be purposeful whether it's the headline or the image or the testimonial or the urgency or the offer right all that [ __ ] fun like the look at the page as a funnel right it should all funnel down and if you have a button at the top that skips out your bounce rate on the next page is…
Escúchalo en el minuto 15:10
ConversiónLas plataformas como Shopify tienen themes Liquid janky y requieren desarrollador + diseñador creativo para hacer algo que funcione. Pilothouse construye en Instapage, Shogun, Unbounce — herramientas con templates, testing nativo y dominio propio — y termina la transacción en Shopify. El tiempo de implementación en una plataforma standalone vs Shopify es orders of magnitude diferente.
you know shopify and these other platforms are janky uh they're fragmented and the design tools themselves um you know the liquid theme files within shopify it's like you're trying to find a guy to develop for you and then it's like how do i find the creative person to put my vision together where's that branding person and so we just said you know what [ __ ] it let's just let's just start building this stuff away from shopify and we'll terminate our transaction into shopify or another cart tool um push data into uh shopify or not i mean we've used limelight we use connected we've used…
Escúchalo en el minuto 3:09
Pilothouse gana ~25% de improvement en EPC en promedio por página
ConversiónPilothouse reporta un improvement promedio de 25% en EPC (earning per click) a través de su proceso de testing. En un caso con un producto a £0.50 EPC inicial, llevaron la página a £1+ EPC iterando. El caso Snow pasó de $1.50 EPC a $7 EPC a lo largo de meses de testing incremental.
i i would tell you on average we probably do like a 25 gain cam is that like a like like if a product is like a 150 epc or like a whatever we can get it to like 2 253 yeah that one started out with an epc of i think that one was like even closer to you know 50 pence so you know we made our way up closer to to like a buck or you know one one pound and then like it's still early so we're just working our way up but yeah like snow is a good example where it started out like a buck 50 and incrementally made our way up to like seven bucks
Escúchalo en el minuto 31:35
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.