May 27, 2016

Multiplicity Exposed

Do you remember the first money you earnt under your own steam?

It would be fair to say I wasn’t entrepreneurial growing up. I got my grades. I got a job. I went to university. (In that order, actually).

One evening in February 2012 my phone rang. A chap with a start-up business idea had found me online and decided to call. He asked if I did websites. I yawned nonchalantly, and asked “what exactly is it you need?”

He lived about a 30-minute drive away, near Heathrow. We had an hour long meeting in his attic among strewn paper and long-empty mugs of tea. We agreed terms, and on the way out he handed me £400 in cash on his doorstep.

Better go and learn some web design, I thought driving home.

I wasn’t a complete web design beginner. I had been hacking around with WordPress templates for a few years, and I already had a web hosting account. I already had a working knowledge of CSS. But I was by no means a professional.

One of the marketers I followed at the time was Ben Hunt. Ben had an A-Z course on web design called the Pro Web Design Course. I stumped up the cash and joined Ben’s course.

Ben would talk at length about how most of the websites he reviewed lacked both the breadth and depth to really achieve solid Google rankings. He called this idea ‘multiplicity’ – the idea that ten web pages tailored to ten different visitors would out-perform one single optimised page, both in terms of Google ranking and conversions.

Space on your website is basically infinite, yet we act like it is not. We act like there is a single best landing page and a single best headline that will generate the maximum number of responses.

While thinking in these terms simplifies things it doesn’t hold true. When you optimise for one single ‘killer’ landing page you compromise, to a degree. There will always be people who didn’t respond to your ‘killer’ landing page who would have responded to another page variation, had you been able to segment them.

Multiplicity affects your website. It affects your pay per click accounts (most AdWords accounts I see do not have sufficient ad groups). It affects your follow-up sequences.

Since I took Ben’s course the multiplicity effect has become far more pronounced with the development of remarketing, and that is what we are discussing in this month’s Introvert’s Corner newsletter.

If you would like to read this month’s newsletter for free just enter the promo code TRIAL at checkout (select ‘add to cart’ first). After that it’s £5 / month, or £50 / year. Which is about $8 / $80 USD.

A few people had problems with the trial code last month. Please email me if it doesn’t work.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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