March 4, 2023

An Experiment for 4x Conversion

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I love experimenting with social media.

I’m always testing and measuring and modifying my strategies.

Because a big part of my social media success has come from trying new things to learn what works (and what doesn’t).

Case in point: Last year I used Twitter to drive tons of traffic to my website. My goal was to attract newsletter subscribers.

Here’s a Tweet from November 2022, where you can see how I did it:

While engagement on this Tweet was low (158 vs. an average of 800+,) I still got 593 new subscribers. The Tweet did the job I wanted it to.

But then, early this year, Twitter’s algorithm changed. And suddenly, my formula stopped generating as many new subscribers.

I couldn’t get past 250 new subscribers on any given day, which was a sharp and disappointing decrease from just a month before.

I knew a lot of things were changing at Twitter, but I wasn’t willing to wait around and hope things would go back to “normal.”

I wanted to recapture the old subscriber count and continue growing my newsletter.

So I decided to run a little experiment.

I called my experiment the 1-Tweet CTA vs. the 2-Tweet CTA.

We know the LinkedIn algorithm doesn’t like posts that have links in them. And I suspected the new Twitter algo didn’t like Tweets with links either.

So, I shifted to a 2-Tweet newsletter CTA.

I simply moved my CTA (the link) to the 2nd Tweet, resulting in a tiny thread of two short Tweets.

And what do you know?

It worked.

The result was a Tweet with two parts.

The first part had no CTA, and it generated 802K impressions.

The second part had the CTA link, and that generated 39K impressions.

And I got 870 new email subscribers.

This is exactly why I encourage experimentation on social media (and everything else in your business.)

Needless to say, I’ve continued to use this little trick, because it seems to appease the new Twitter algorithm.

For now, at least.

So I hope this helps you get more subscribers for your newsletter, or purchases of your product, or whatever CTA you’re after.

Just remember, social media algorithms are always on the move.

And as content creators, it’s our job to adapt and experiment.

That’s all for today.

See you next week.

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