Rawsumption #1: Selling microproducts in newsletters improves the main conversion for B2B

Rawsumptions is an article series for marketers looking for new hypotheses to test. Use these ideas to run your experiments and come back with a case!

What is a Microproduct

Microproduct is a small solution that solves a tiny pain of your persona.

Microproducts display attributes like:

• Limited by features or usage capacity

• Meant as a product entry for upselling the main solution

• Either free or costs no more than 5% of your main product

Selling a microproduct builds trust with your brand. You’d basically have your persona experience the consequences of a purchase. This is sort of a safe space for customers as it reinforces feelings of satisfaction rather than regret. This experience assures your persona that buying a more expensive product would produce the same results and feelings if not more.

The Assumption

If we sell a microproduct in a newsletter, it will improve the main conversion for B2B business.

How to Test This Assumption

Newsletter monetization consists of 2 parallel email sequences:

• the content sequence with article digests or personalized content

• the sales sequence with a CTA to buy your main product

Create two subscriber groups and show them 2 different sales sequences:

• one for the main product

• one for the microproduct

Then, compare the main conversion rate between the two groups.

Send me your results so I can include them in this article!

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