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Growth Models

Increasing CTR and sales with bridge assets

Published 3 months ago • 2 min read

Here's a little something I tried back in December that increased CTR from promo emails up to 3X.

It aligns with a discussion we're having in GM+ right now (you can get support and advice like this by joining now).

Long story short, a member has a great sales page conversion rate, but a lower-than-normal CTR from their promo emails.

Here's what I recommended based on my little test last month.

Most people don't want to be sold to... or at least don't want to feel like they're being sold to.

So, when they see an obvious promo email with a CTA like...

  • Join now
  • Learn about [product]
  • Get your copy today

... they put their defenses up and decide not to click. They know the next page is going to be a hard pitch, and few want to be sold to.

How can you get around this?

With some form of bridging asset that lowers the perceived threat.

Here's what I mean.

Last month, I created a couple of free trainings to be used in my ascension system.

Short videos focused on solving specific problems my ICP might have.

​Here's an example.​

These videos are the bridge between my emails and the offer I'm promoting.

They're low threat, offer value, and - with the right approach - can help build more trust in the paid offer.

When you switch the CTA in your emails from "buy now" to "check out this free training I created for you".

People are more likely to click as there's value in it for them.

If the bridging asset is built well and has relevant CTAs that are a logical next step for the user, it becomes a stepping stone to the paid offer.

They become that stepping stone through...

  • Creating another touchpoint with the customer
  • Giving you another opportunity to explain WHY the offer is valuable
  • Building more rapport and trust with the customer

All of which lowers the perceived threat of the paid offer.

AND, if you turn that bridging asset into something that can sell on its own merit, you're creating a double whammy. You've then got something that...

  1. More people want to see and engage with as there's no risk
  2. Effectively sells the paid offer leading to more buyers

So, if you're getting low CTRs and not seeing the sales by constantly spamming your list with a "buy now" offer...

... consider if adding in a bridging asset to lower the risk and then build trust is a better way to go.

​Any Qs, hit reply or join us in GM+ for the templates for these.

Pete "building bridges" Boyle

P.S.

Want a little more direct help from me? Here's a few ways I could help out.

​

Vagrants, Vagabonds, and Villains Ltd, Unit 16535, 13 Freeland Park, Wareham Road, Poole, Dorset BH16 6FA
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Growth Models

Analysing and experimenting with growth marketing

I've spent ~10 years helping digital brands grow. I share what I know and what I'm experimenting with in this newsletter.

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