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As a marketer, many of your campaigns may be built around one primary objective: getting people to fill out a form. Often, designing a compelling advertisement isn’t enough to encourage people into handing over their details. Many factors can deter someone from submitting a form, including the unwillingness to provide contact information.
Here are some content design strategies and tips that you can employ today to effectively nudge people toward conversion:
Just Say ‘No’ to Distractions
When driving people to a form, one of the biggest mistakes you can make is to distract them with detours. Landing pages should be built as simple as possible. Here’s how:
1. Drive people to a landing page—not your website.
You want people to do one thing, and one thing only: fill out that form. You must drive them with a simple and engaging email to a landing page that is specifically built for your campaign. Sending someone to your website offers a plethora of distractions, including images and text that don’t apply to your campaign’s appeal, multiple links to other information, and in some cases, flashing beacons of light that are begging folks to take some other action. If you want people to drive directly to your destination, don’t drop them off in the middle of Las Vegas where sparkling lights from competing assets beg for their attention. Likewise, steer clear of cluttering your emails with the same distractions.
2. Remove ALL navigation from the landing page.
Don’t offer an exit ramp when you are trying to capture a person’s information on a form. Doing so can make your lead stray away from your primary call-to-action. Will they find their way back to your form? Maybe. Most of the time—no. At that point, you may have lost their impulse to decide. Instead, your landing page should be designed simply, and with only ONE action they can possibly take: fill out that form.
Emails, advertisements (online and offline), and social campaigns should have a similar look and feel. Using too many different images, layouts and copy between assets can create a disconnect for people, and can even make a person feel like the content is not reliable. Instead, try to use the following techniques in design:
Do More with Less
All too often, I have seen emails and landing pages designed with too much text, and entirely too many images. Asking people to read an entire magazine before filling out your form will certainly contribute to losing their interest. Here are some tips on how to do more with less:
Create an impulse decision.
Don’t give up the farm!
Keep all the important stuff above the fold.
Use a short form.
In this exciting new digital age, social media has impacted customer behavior in a way that creates multiple challenges for marketers. Today’s savvy internet surfers are accustomed to getting all the information they need in a short social media status message or in a brief article online. We can learn from this behavior. These micro status messages entice people to follow links to landing pages. Your content marketing strategy should do the same.
Creating short, simple, and actionable marketing messages using the techniques I described here can have a positive impact on conversion rates. While this is not an exhaustive list of conversion strategies, these basics can significantly impact your results.
Do you have any conversion strategies that you use? Please share them here!
Finding your ideal audience is the end of the rainbow for digital marketers. The more we can know about the users behind the screen, the better we can customize our messaging and capture their interest in our brands and their dollars. We’re always trying to reach our best customers and last week, Bing announced two new open betas to help us do just that: In-Market Audiences and Custom Audiences. These new targeting options intelligently leverage customer data, enabling marketers to serve better ads.
With In-Market Audiences, you can associate lists of users who are “in-market” for particular products or services with your ad groups and modify bids accordingly. There are currently 14 In-Market Audiences available:
Bing is promising that more segments will be added this summer.
There are two reasons that I am excited about this feature in Bing:
Additionally, once you determine which audiences convert, you could test personalized ad copy to keep pace with consumer desires for tailor-made content.
To implement In-Market Audiences follow these steps:
Of course, we don’t know exactly how Bing’s algorithm determines who is in market and what audience triggers it uses to create these lists and if they will be as sophisticated as Google’s. However, this new effort has a leg up over Google in that the audiences can be applied to Search campaigns, whereas In-Market audiences in Google only are only an option on the Display Network. Currently, the In-Market Audiences beta is only available in the U.S.
In another effort to help marketers reach their ideal audiences, Bing rolled out The Custom Audiences global pilot. Custom Audiences is a type of remarketing list that is generated using first-party customer data directly from your client’s CRM. Here’s a snapshot for the visually inclined.
The benefit is being able to create highly sophisticated user segments based on deeper data than what is traditionally available from Bing alone. You can then customize messaging to better target these primed audiences. Here are a few examples of Custom Audience segments that can be used as a remarketing list.
This is a tool that is pulsing with potential. However, the very obvious downside is that currently, it can only integrate with Adobe Audience Manager, which excludes a ton of clients from what could be a very valuable targeting method. It’s hard to have any enthusiasm about a product that is off limits to a lot of us, but Bing is working to integrate more CRM platforms. Another downside is that there is a hardy implementation process to integrate the API.
P.S. Bing calls CRMs “Data Platform Managers.”
Should you have a client that uses Adobe Audience Manager, here are the steps for integration From Bing:
To get started, your CRM needs to do two things:
Depending on the DMP, they will have their own enablement steps within their software. Adobe provides this reference guide on how to enable new integrations with their Audience Manager.
You will have to connect with your DMP on additional steps needed to enable this feature.
Once the integration steps have been completed, your Custom Audiences will show up in the Audience section of the Shared Library in the Bing Ads UI. Associate these Custom Audiences to your ad groups in the same way you would associate a remarketing list.
While my initial enthusiasm for Custom Audiences deflated like a dollar store balloon, I cannot see any reason not to get In-Market Audiences applied across your Bing campaigns right away if your segment is currently available. Who knows, maybe you’ll find marketing El Dorado.
This is Dale (okay, it’s actually Corey, our Director of Campaign Strategy), but we’ll call him Dale for the sake of this post). Dale is the Manager of Paid Media at a local digital marketing agency.
Look at Dale’s face and tell me you don’t see yourself .
Dale is an AdWords wizard, so much so that he’s optimized his clients’ accounts to the point where he can no longer get a notable conversion lift.
He’s tried everything: changing bids, testing ads, adding negative keywords, sitelinks, geography targeting — but no matter what he tweaks, he’s unable to push beyond the dreaded conversion plateau.
Dale is stuck between a rock and a hard place; he can either ask his clients for more money to send more traffic to their not-so-specific site (rock), or he can keep banging his head against his desk (hard place, literally).
But wait, Dale! There’s another way — one that doesn’t result in head trauma. One that has the potential to supercharge your client’s ad spend and help you retain more clients (not to mention make you the hero of your agency and the envy of your co-workers — ooh la la).
That “other way” is to focus on the post-click experience.
What is the post-click experience and why should you care?
Before we define the post-click experience, we need to dissect what goes into a conversion rate.
A conversion rate is the result of three very important components coming together:
The marketing strategy can further be broken down into pre- and post-click strategy. The pre-click experience is whatever happens before your client’s prospect clicks through on an ad — it’s what you’re already spending 80% of your day optimizing deep in the trenches of AdWords, Bing, Facebook, Twitter and Google Analytics. It’s all about getting people to the next stage in the funnel.
The post-click experience, on the other hand, includes whatever happens after your client’s prospect clicks through — everything from how accurately the landing page copy matches the ad’s promise to how well the page conveys the offer to how much the page asks of your visitors and whether the ask is aligned with the visitor’s current buyer stage.
You might be thinking, Cool, but this falls outside my job description. And you’d be right.
But let’s face it, if your agency is only focused on improving the ad experience, you’re drastically limiting the impact you can have on your client’s on-page conversion rates. Convincing your team to allocate time and resources to optimizing the post-click experience will result in converting more of those clicks you work so hard to get.
The image on the left represents the visitors that drop off after they click through your ad. However, allocating resources to the post-click experience via landing page optimization can help you drastically impact on-page conversion rates without increasing ad spend — more like the image on the right.
Focusing on the post-click experience (or where people land after an ad) won’t just increase on-page conversion rates. It can impact other metrics you’re trying to impact while optimizing in AdWords.
Here’s what I mean…
Let’s say your client is a Canada-wide alternative health clinic. Right now you’re running ads for each of its 18 locations, but your client has provided you with a generic, catch-all page on their website, to send all this ad traffic to. This generic website page lacks a clear call to action, and the copy doesn’t match the ads, which are hyper-targeted based on location and service.
Example of a generic, catch-all webpage, with your ad’s offer circled in red.
You know that a more targeted page would perform better, so you convince your agency to create several targeted landing pages instead. You create unique pages for each service this client offers (like massage therapy, homeopathy, and acupuncture )and drive very specific ads to these corresponding pages. You can even go as far as to use Dynamic Text Replacement to ensure the search intent is reflected from ad to landing page.
Example of a targeted landing page, with a single call to action and a headline which matches the ad copy.
In this case, by focusing on the post-click experience with dedicated landing pages, you’re indicating to the visitor they’ve made a “good click.” Your agency starts to notice an increase in on-page conversions, which results in lower cost per lead; you’re doing more with the same ad spend. But here’s the clincher: Your client’s AdWords Quality Score improves, thereby — wait for it — lowering CPC. (Insert mind-blown gif here.)
Virginia-based digital agency Workshop Digital did it. They were able to test their way up to 20-22% conversion rates — four times the leads their client was getting prior — without driving more traffic, but instead by allocating resources to the post-click experience.
What does focusing on the post-click experience look like?
The simplest and most impactful way to improve the post-click experience is to introduce landing page design and optimization as a service your agency provides.
The first step is to build dedicated landing pages for your client’s campaigns using best practices and insights about your client’s industry from the Conversion Benchmark Report. (This will take some collaboration with your client to determine which offers to roll out.)
The second step is to optimize your client’s pages to increase the conversion rate over time, like Workshop Digital did:
“We started testing everything from images to backgrounds, slideshows, videos, copy, headline placement, form placement, button placement. At first we just played around with what we thought would work. And we started slowly seeing improvements. Every landing page iteration we tested would get incrementally better.”
Optimize your client’s entire AdWords funnel, convert more prospects and lower your cost-per-acquisition with dedicated landing pages from Unbounce.
How to offer landing page optimization services at your agency
Working landing pages and optimization into your agency’s offering doesn’t have to be a mammoth task (we promise!).
Get everyone on board
We get it, there are a ton of people that need to buy into landing pages and optimization before your team can start running with it.
They’re like you; they need evidence that what you’re proposing will actually help the business, the bottom line or even just make their lives easier. Lucky for you, here are four reasons you can provide your team:
Price your services
Working landing pages and optimization into your pricing can be tricky, and what works for one agency may not work for the next.
Is landing page design a staple service of yours? Will you offer follow up, maintenance and optimization services? Or are landing pages simply an add-on that you’ll teach clients to maintain themselves? Here’s how a few successful agencies already do it:
Pitch it to your client
Getting your client on board is slightly different from getting your agency on board, although the premise is the same: Show them how it will improve their business. Here are a few points that might stick.
And for future clients, consider doing what Webistry does and don’t give clients the option. Landing pages and optimization are an essential part their offering, and help them get the best results for their clients.
As a paid media manager, you may never have focused on the post-click experience… but it could make your job optimizing a ton easier.
Armed with the tools required to build and optimize your client’s ad-to-landing-page experience, your team will amplify your PPC efforts, impact the metrics that matter and, ultimately, impress and retain the people who matter the most: your clients.
In a blog post earlier this year, I introduced the concept of the Engagement Economy, which is the digitally connected world we live in that demands we, as marketers and brands, communicate with buyers in ways that resonate and are meaningful. In the Engagement Economy, our customers are in charge and they are more informed than ever because of the informational convenience and convergence of search, social, blogs, video, and hundreds more easily accessible digital touchpoints. Buyers are forming opinions, reaching conclusions, and influencing others well before we as marketers have a chance to “make our pitch”.
Beyond the buyer, our existing customers today want to feel wanted and understood. They want to build long-term relationships and align with brands that care about them and connect with them on a personal level across every channel and touchpoint. The point is this: Customers want to be engaged! With that said, it’s worth exploring what that really means for us as marketers. More to the point, how we can shift our marketing strategy and effort to more engagement?
Value Over Volume
True customer engagement is the whole idea behind the book that I am writing entitled, Engage to Win, which is my call to arms to all marketers to challenge their views about what it means to really “engage with” and not “market to” their buyers. I believe that many of the digital tools we have at our disposal—email, digital ads, social media, web, mobile, and more—make it easier than ever before to automate how we understand, connect with, and communicate to our customers. Improper use, or coordination, of these digital tools is where we often falter as marketers. We prioritize volume metrics over value metrics and we miss a huge opportunity to forge meaningful relationships with our buyers. To illustrate the types of relationships that I’m referring to, let me share two examples.
These are examples of companies that connect with us as buyers in a profoundly more meaningful way than the repetitive pop-up ads that appear when you visit a website or the relentless emails you get from a retailer for which you have little interest!
The Nine Commandments of Engagement
In the precursor to my book, I offer nine “commandments” as rules of engagement that every marketer can follow to build customer relationships based on shared values and trust. These new rules start with listening to and learning from your customers before acting on what you find. They include tips that will help us as marketers be the best ambassadors we can be for our brands. The truth is that we have to curate the values associated with our brands. With that, here’s an excerpt:
ONE: Listen. Develop the discipline of continually listening to your customers via every channel you possibly can.
TWO: Learn. Take all that data you collect from customers and potential customers and turn it into insights.
THREE: Act on those insights, by dealing with your customers the way they want you to, when they want you to.
FOUR: Never forget you don’t create the engagement journey, your customers do. (You can curate it though!)
FIVE: Don’t let anyone other than you define what your organization stands for.
SIX: Everyone in the company has the opportunity to influence the engagement process—for good or evil. Choose good.
SEVEN: Never let anyone define your personal brand. Your organization must stand for something. You, as a human being, must as well. (And, of course, what you stand for will reflect on your organization).
EIGHT: No outbound content for your customer, whether it is an email, a video, whatever, should ever leave your company without being vetted by some type of focus group or feedback pool. In today’s age of hyper-reactivity, this is a requirement.
NINE: The world is evolving at an unprecedented, accelerated pace in terms of norms, tastes, preferences, beliefs, biases, and on and on and on. You cannot assume that what you believed to be true yesterday, literally yesterday, is true today. You and your organization need to accept that fact at the very DNA level of your being. It’s an absolute.
To help you put these suggestions into practice and sketch out your own engagement plans, we’ve developed a workbook that takes you through a set of provocative questions that will help you to take a critical look at where you are and where you’re going. I encourage you to take some time to work through it —possibly as a team activity—to help you shape your collective path forward in the Engagement Economy.
With that, I’ll leave you with one thought. It is our responsibility to engage our customers, not market to them. We must engage them early, engage them everywhere, and do so in meaningful ways at all times. But it’s your choice. You can choose to engage, choose to demonstrate that you understand the values of your customers, and choose to let them know you want them as a customer, or take the easy way out, and risk becoming irrelevant. I hope the choice is clear.
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For the sake of this post, let’s pretend I own a new company that develops and sells golf clubs. As a new company in a competitive market, I strongly feel the need to invest in Display advertising in AdWords to build awareness. People aren’t going to search for my company’s products if they don’t know they exist. I’ve tried keyword and interest targeting, but most of the suggestions were too broad. Next, I looked at affinity audiences which are closely related to “TV-style” demographics. When I searched for “golf,” here are the options AdWords gave me for affinity audiences.
Look it up yourself. Those really are the results in AdWords. The only audience remotely close to what I’d want would be “Golf Enthusiasts.” Even this particular audience is pretty broad. I have no idea what requirements make up a golf enthusiast in Google’s eyes. If I have the budget to reach a wider, broad audience, I’d test out an affinity audience. However, I want my targeting to be as precise as possible. I’d rather create custom affinity audiences to not only save budget but reach a more relevant audience. Here are four custom affinity audiences you might want to consider creating for your Display campaigns.
Competitor Names And URLs
Pretty straight forward. Gather a list of all of your competitors’ names, URLs, and potentially branded products to create a new affinity audience. Depending on how big each of your competitors’ brand recognition is, you may want to consider creating a new custom affinity audience for each competitor.
I need to make it clear this is not a remarketing list created from visits to your competitors’ sites. That does not exist. We’re merely creating interest audiences based on competitor keywords and URLs. I’ve found this audience to be effective for many of my Display campaigns, especially when I can’t target their sites via exact placements.
There is a good chance your target audience reads some sort of newspaper or magazine (online or print) related to your products and services. Test adding a list of relevant publication keywords and URLs as another custom affinity audience. This strategy can also be applied to any other educational source within your industry.
If you are B2B, add all of the publications closely associated with your service categories. If you are ecommerce, you may have more leeway to test other publications outside your industry if you feel your target audience is interested in those magazines. This custom audience may require more testing, but can lead to a new way to reach new customers.
Industry Trade Shows Or Convention
Trade shows, conventions or even conferences are another must-try custom affinity audience. Users interested in these events are most likely bigger fanatics of your products and services over most people. If they pay a fee just to enter a building to look a t product which suits their interests, they are relevant. And I want to try and get in front of those users.
In the golf industry, I might consider creating a few custom affinity audiences. First, I’d create a list of trade shows the consumer would be interested in attending. These are the end-users who will hopefully be using your products. Second, if applicable, I’d also create a list of trade shows tailored to the retailers who may eventually supply my product to the end user. Every industry will have different groups of trade shows, conventions, conferences, etc. Consider testing each group to see which event audience makes the biggest impact for your business.
User Behavior Related To Your Product Or Service
In the scenario of owning a golf club company, I want to reach the users who are going to use my product. Whenever I can, I try to create a custom affinity audience based on the behaviors users are involved with when using my products. Here’s a simple example.
This target audience will give me a better shot of getting front of a more active user than just targeting “golf enthusiasts.” Users who are looking to fix their swing don’t just watch golf. They play golf. With clubs. Clubs they hopefully will buy from me. While there’s no guarantee this interest audience will only reach consumers, at least I know I have a better shot going this route over the basic affinity audience.
If you have the budget to advertise to a wide variety of people, you might be okay with basic affinity audiences in AdWords. Personally, whether my clients have large budgets or not, I still like to test out custom affinity audiences to make sure I’m giving the best performing audiences the proper budgets. Start out as specific as possible to the right audience. Then expand upon the reach if you’re not meeting your awareness goals. These are just four examples of what you can do with custom affinity audiences in AdWords. Learn more about your target audiences and understand their interests and behaviors. You’ll most likely find additional options for custom audiences we didn’t talk about today.
Manufacturing for Amazon Sellers is a complicated process, so make sure you set yourself some practical milestones. Find out how in this article!
The post Effective Manufacturing Milestones For Amazon Sellers appeared first on Jungle Scout: Amazon Product Research Made Easy.
We all want our PPC to get the kudos it deserves, right? I mean, why do we spend so much time on it if our conversions are just going to get lost, or worse, attributed to a different channel? Tracking your path and having adequate attribution in your PPC efforts is absolutely vital to your success and your sanity.
In this on demand webinar, Hanapin Account Manager Dani Gonzales has been through this struggle and will show you plenty of initiatives to help you out.
A little about me: I enjoy cooking, so I go grocery shopping once a week. I regularly spent a considerable amount of cash at the nearest Regional Grocery Chain™ store, until I noticed their customer experience starting to slide. Fewer cashiers worked the registers. Lines swelled with dissatisfied patrons and I slowly realized I was spending as much time waiting to pay as I was actually shopping.
So I did what any inconvenienced, disgruntled customer of the modern era would do: I took to Twitter to air my grievances to their corporate account.
To my surprise, @RegionalGroceryChain™ tweeted back at me! They apologized profusely and told me management would address the issue. I felt vindicated.
Then weeks went by. The lines didn’t subside. I fired off more unhappy tweets, each getting a similar reply. It became clear: they weren’t really listening to me.
The result? For the past four years, I’ve been happily handing my grocery budget to stores with a superior customer experience.
Is your business losing potential lifelong customers like me? If so, how do you keep them to make sure you’re not missing out on long-term revenue? Read on for 4 ways to better your bottom line.
1) Measure Happiness: Establish Your Baseline
Philosophers have spent centuries debating the very nature of happiness and how to quantify it. Fortunately for us fast-paced business types, Bain & Co. threw abstract discourse—and more than a few college textbooks—out the window when they invented the Net Promoter Score® (NPS®, for short).
Now the world’s leading metric for measuring customer loyalty and happiness, NPS is also shown to be highly predictive of future growth. Businesses who use NPS are 33% more likely to report growth rates over 10% each year.
It starts with one question: “On a scale of 1 to 10, how likely would you be to recommend our company to a friend or colleague?”
Based on the response, you can classify your customers as:
Then you can more intelligently tailor your efforts for each type of customer.
Regularly sending out NPS surveys gives you valuable insight on where you stand in your industry. Learn more about how to use it here.
2) Customer Success: The Key to Increasing Retention and Reducing Churn
Once you’ve gone through all the effort to convert a prospect into a customer, their money is yours to lose. Don’t let your sales and marketing teams’ efforts go to waste! Customer success and support programs are critical to ensuring your hard-won customers stay satisfied—and stay spending.
In fact, strong customer success programs have been credited with reducing some companies’ churn rates to <1%.
When your customers have an issue, the first step (obviously) is to try and fix it. The next step is to follow up! Run post-case support surveys with the following questions:
A 2013 Bain & Co. study found that a 5% increase in customer retention rates had the potential to yield profit increases from 25% to 95%. So don’t let customers’ issues eat into your bottom line: solve them swiftly and reap the benefits.
3) Listening to Customers: It’s Important at Every Touchpoint
Customers are 5.2x more likely to purchase from companies with a great customer experience. Bear in mind that the customer experience is a massive thing: it starts all the way at the tippy top of the funnel orbiting somewhere around “awareness/interest” and then continues for the duration of the relationship.
This is why, at every touchpoint, you should be actively listening to your customers. Here are some questions you can ask at every stage of the funnel:
4) Automating Your Action: Satisfy More Customers More Quickly
So now you’ve collected feedback at every touchpoint. Awesome!
However, getting the information isn’t enough—you need to act on it. That’s where automation becomes important. Syncing those survey responses to your engagement platform and its database with a tool like SurveyMonkey’s Marketo integration gives you the full picture of your customers’ satisfaction so you can set up triggers with the right follow-up actions.
Putting It All Together
Listen to your customers, solve their problems, and they’ll not only give you their money—they’ll give you more business.
Enriching your data with customer feedback gives you the actionable insights your business needs to turn prospects into customers—and customers into referral-rich advocates.
What are you doing today to ensure your customers are happy and continue to drive value for them? I’d love to hear what’s working or not working for you in the comments below.