This newsletter curates growth insights from Demand Curve's community. It keeps you up-to-date on growth tactics.
This week we're covering pricing page copy, YouTube virality, and SMS open rates.
Improve your pricing page copy
Insight from Andrew Capland.
People checking out your pricing page are likely high intent prospects.
Here's a quick copy fix to turn more of them into customers: Try reframing your pricing copy to include highly valued features for free.
- Before: "$100 per month for up to 10 hours of transcription"
What your buyer thinks → "10 hours for $100 is $10 per hour. That's pretty pricey..."
- Optimized: "$100 per month. Your first 1000 subscribers are free!"
What your buyer thinks → "$100 is pretty cheap for what I'm getting..."
Consider getting feedback from your users to understand what they value most about your product. Repackage your product to offer that value "for free" with the purchase of your product at full price.
Optimize your videos for viral growth on YouTube
Insight from Demand Curve.
Most subscriber growth on YouTube comes from the algorithm promoting your videos to new audiences.
YouTube's algorithm promotes videos that get people to stay on the platform longer.
To increase the likelihood of your video being promoted to new audiences, optimize these three areas:
- Thumbnails. Try testing your YouTube thumbnails with your audience on Instagram or Twitter. Make a poll and ask them to vote for their favorite before using it on YouTube. The more engaging they are, the higher your click-through rate (CTR). And a high CTR keeps users on-platform longer.
- Retention rate of your videos. Videos that are more frequently watched till the end produce greater on-platform time. In the first 15 seconds of your video, explicitly say what the viewer is going to see and tease why they should stick around until the end.
- Average view duration. You want users to watch another one of your videos in the same session. Test creating a multi-part video series that spans a specific topic.
Don’t look to open rates as a reliable metric for SMS
Insight from OptInMonster.
Open rates for SMS marketing are misleading—it's best to avoid using them as your defining metric.
Some reports suggest that SMS has a 99% open rate. But the majority of those opens might be users:
- Opening to delete your message
- Opening by accident
- Or opening because they have no idea who the message is from
Instead, consider measuring success of your SMS campaigns based on:
- Click-through rate (CTR). People who click the link are likely interested in your message. A high CTR signals an effective campaign.
- Use of SMS-specific discount code. Create a discount code for your SMS campaigns and measure how many people use it. The higher the percentage of SMS recipients who use your code, the more successful your campaign.