It’s a new year, and you know what that means: new annual predictions. ‘Tis the season for companies to publish their thoughts and plans for 2019, including us. And we’re betting on big changes, like the growing importance of the customer experience and artificial intelligence (AI).
Our forecasting is based on research and deep knowledge of industry trends. But technology is always evolving—sometimes by leaps, but often by tweaks—so it can be difficult to notice incremental changes. That’s why we find it helpful to glance back over our shoulders to see just how far we’ve come.
Take the iPhone, for example. A decade ago, the smartphone was a year and a half old and only beginning to infiltrate schools, offices, and dinner tables. Now, the technology is ubiquitous. It’s hard to imagine life before—or without—smartphones. In 10 short years, Apple has had a tremendous impact on society.
We believe that AI has the potential to create a paradigm shift at the same level. So instead of looking to the past, let’s fast-forward a decade into the future and consider how AI could transform the buyer’s journey by 2030.
Search and Discovery
Picture Jane, a buyer. In 2019, Jane’s interaction with AI may be limited to chatbots that answer basic questions. At home, she might use digital assistants that learn from her preferences and offer personalized recommendations.
By 2030, AI’s power to collect and analyze large quantities of data will drive ever-improving customer experiences. Companies will be able to create a comprehensive picture of Jane based on her browsing preferences and past purchasing behavior. Her smart assistant will learn from her habits, then base its interactions and buying suggestions on those patterns.
AI will also completely change how marketers interact with customers. When Jane goes online to search for products, she’ll engage with a fully cognitive website. Every aspect of her search will be tailor-made just for her. It will be assembled from hundreds of pieces of microcontent and built-in real-time based on what resonates with her.
In the next decade, AI will make product search and discovery more frictionless—and Jane will feel heard and understood. Companies, by extension, will need to do less work to convert that feeling into a transaction opportunity.
Research and Review
While the early days of AI brought advancements like machine-powered image recognition and responsive retail, by 2030, we’ll have moved into the era of predictive commerce.
With more customer data available than ever before, AI will be able to evaluate trends and behavior patterns for every stage of the buying journey. Companies will have a much fuller grasp on what occurs during the research and consideration phase and will be able to create smarter funnels that lead to greater conversion. Every action Jane takes—from what she purchases to what she doesn’t purchase—will add to a growing knowledge base about her and audiences like her.
In 2019, we see first-name personalization in emails. By 2030, we’ll also be using information like what platforms Jane uses, the depth of her brand relationship, her location, and her social identity to facilitate AI-guided decision making.
From Jane’s perspective, these advancements will help her research and pick the most relevant products for her needs. Things like product recommendations and personalized offers delivered through email or new modes of communication will entice Jane without overwhelming her, as AI will make irrelevant sales pitches and marketing messages a thing of the past.
Marketers will also use AI to integrate insights from across all their tools. CRM data will combine with marketing automation and customer service information to create one extensive dataset. By breaking down silos, AI can unlock the true power of these tools and create a more comprehensive picture of customers like Jane.
This will give marketers a deep understanding of preferences and intent, allowing every contact with her to feel like it’s one-on-one. And with a granular understanding of the products available based on her location, AI will continue to create increasingly better recommendations for Jane. It could even actually predict what she might need next—and where she can find it.
In 2030, buying products will be faster, more customized, and even predictive.
Retailers will help Jane find products in her precise moment of need. In fact, AI may offer targeted products before Jane even recognizes the need herself. If she’s shopping online for party supplies, like balloons and paper plates, a retailer might anticipate that she’ll also need gift wrap. AI will do the hard work for her by instantaneously sorting through the data, like current price trends and local inventory, and offer her a selection of wrapping paper that she can bundle into her current purchase.
This degree of forecasting relies on identifying patterns within massive datasets that are always changing. AI will help marketers match Jane’s purchasing history and product preferences to local product location, pricing, and inventory for a seamless, intelligent shopping experience.
According to the Baymard Institute, nearly 70% of online shopping carts are abandoned. How many of those will become completed purchases when AI transforms “I’m just browsing” into “You knew just what I needed”?
Service and Support
No two buyers—and no two buyer journeys—are exactly alike. Just as AI will provide the tools to create intelligent websites and marketing campaigns, the evolution of AI-powered customer service platforms will ensure completely personalized, always-on customer care.
Currently, it can be difficult to evaluate how well customer support is functioning. Complex and disparate chains of logistics, like call centers, repair shops, and customer service departments, mean that cohesive information may be lacking. But in the next decade, AI will use data to standardize, measure, and optimize processes, ensuring buyers always receive top-notch service.
For Jane, this is great news. Holidays, time zones, and language barriers will no longer impede service. If Jane is assembling a piece of furniture and needs help at 10:00 p.m. on a Sunday, AI will make assistance available through advanced chatbots that can resolve complaints and answer questions 24/7.
And when the on-demand and predictive elements of AI meet, Jane will be alerted to products of hers that need upcoming support. She won’t have to remember when her car needs service, because AI will—and it will offer to book the appointment for her, too.
2030 is Right Around the Corner
Eleven years will pass in a flash. In fact, we’re already seeing some of these AI capabilities in marketing today. As the power of machines continues to expand exponentially—and the price of these tools continues to decline—AI, automation, and machine learning will completely change the face of marketing by 2030.
We owe it to ourselves to start thinking about what this future will look like now so we can play our own role in reshaping the marketing industry with AI by our side.
All businesses want to make money – it is the point of business. With every initiative a business launches, it does so with the purpose to drive revenue. And every year, it hopes to drive even more revenue. Year over year growth is imperative for a business to be sustainable. As account managers, we are held accountable for revenue growth goals from digital marketing. And with that accountability, comes pressure and a lot of it. From lead gen clients to e-commerce clients, we all have to show a return on investment and sometimes we will miss the mark.
How to monitor revenue from PPC?
A sophisticated account will have a backend tracking to measure revenue from leads and sales generated (Google Analytics, CRM platforms, etc). As an account manager, I advise you to get access to these metrics and this data as soon as possible. Be pushy with your client about giving you all their internal reports that measure spend and profits. Furthermore, put that in your weekly reports. Talk about it on every weekly call. If your client isn’t transparent with you, be as transparent as possible on your side. You have to drive the PPC revenue conversation, do not wait for your client to start it.
From experience, I have fallen short in getting this data and it has thrown me for surprises. Here is a list of questions I encourage you to ask your clients:
How to handle pressures when revenue isn’t growing in PPC?
I frequently get frustrated with digital media because there’s only so much we can control. And year over year, search grows in competition and in costs. Then, I get peppered with questions about why results are changing for clients year over year and there’s only so much I am able to say. I show data, I show the differences in volume, I show that this year we are not able to get the same volume for the same price through rises in CPCs, CPAs, additional competitors, loss of impression share, etc. Does it help? Yes. Does it satisfy clients? No. I’m still held to that revenue goal.
When I feel excessive pressure to drive revenue from PPC, I always step back. I quit taking things personally and realize that this is business, it’s just business. It’s cyclical, things fluctuate and will be consistently changing. That doesn’t stop me from wanting to do the absolute best I can for my clients.
How to feel about revenue?
Do the best you can. Show that you are providing value as an account manager with or without the revenue growth. We as PPCers can only see so much; we leave a lot up to Google, to users’ behavior, to the weather, to fluctuations in sales, etc. There are a plethora of external factors that go into digital media that impact revenue. Be proactive as an account manager. Do your digging, do your research into the company, know that business inside and out and if you don’t know something or you have a question, ask your client. Performance isn’t always going to be great. Goals aren’t always going to be met. However, if you become part of the client’s internal marketing team, you become as invaluable as if you were one of their own employees. You are just as much invested in their success as they are, and you become their teammate.
Was sind Kurzumfragen?
Marketingqualifizierte Leads zu generieren ist eine der höchsten Prioritäten für innovative Marketingexperten. Allerdings geben über 50 % der Marketer zu, dass sie sich mit der Lead-Generierung schwer tun. Kommt Ihnen das bekannt vor? Dann wissen Sie wahrscheinlich auch, was der Schlüssel dazu ist, gut qualifizierte Leads zu generieren und diese schneller durch den Trichter zu führen: Sie müssen die Leads besser kennenlernen und diese Daten nutzen, um cleverere Marketingkampagnen voranzutreiben. Eine Möglichkeit dafür sind Tools zur Datenanreicherung – aber diese bieten keine Informationen über Ziele, Herausforderungen, Schmerzpunkte oder Interessen Ihrer potenziellen Kunden. Und deshalb müssen Sie Umfragen durchführen. Unglücklicherweise sind die Antwortraten für lange und nicht ansprechende Fragebögen meistens niedrig.
Seien wir ehrlich: die meisten von uns hassen Umfragen. Trotzdem glauben wir als Marketer aus irgendeinem Grunde daran, dass die Leute unsere langen Fragebögen auf jeden Fall beantworten werden.
Die Menschen sind beschäftigt und wollen keine E-Mails, in denen steht. „Haben Sie fünf Minuten, um an unserer Umfrage teilzunehmen?“. Sie erwarten von Ihnen, dass Sie ihre Zeit respektieren. Heißt das nun, dass Sie das Thema Fragebögen komplett aufgeben sollten? Natürlich nicht!
Kundenfeedback ist essenziell, um effektive, clevere Kampagnen durchzuführen und Leads zu Kunden zu machen. Wenn Sie nun Kurzumfragen anstelle von Fragebögen einsetzen, können Sie Einsichten schneller und effizienter sammeln.
In einer Kurzumfrage beschränken Sie sich auf maximal drei Fragen, die in unter zwei Minuten komplett beantwortet werden können. Einfach gesagt: Eine Kurzumfrage ist schnell erstellt und schnell beantwortet. Sie können sie in Ihre E-Mail, Ihre Website oder Ihre mobile App einbinden.
Wie unterscheiden sich Kurzumfragen von traditionellen Fragebögen?
Analog zur digitalen Transformation hat sich auch die Art und Weise geändert, wie wir Umfragen aufbauen und durchführen. Alles in unserer Kommunikation wird kürzer und knapper – von fünf-Minuten-Videos zu sechs-Sekunden-Geschichten und von langen Formularen zu kurzen Umfragen. Die ausgedehnte Customer Journey verschafft uns die Möglichkeit, uns auf situationsbezogene Recherche zu konzentrieren. Indem wir Kurzumfragen zu verschiedenen Momenten der Käuferreise einsetzen, können wir mehr über unsere potenziellen Kunden herausfinden, unsere Kampagnen personalisieren und Leads schneller zu Kunden umwandeln.
Das Problem mit Umfragen ist, dass man sie nicht elegant in die Konversation einbringen kann – es liegt in der Natur der Sache, dass sie auf separaten Landingpages untergebracht sind. Eine Kurzumfrage kann als Kurze E-Mail-Umfrage erscheinen, als Widget, das über ihre Website läuft, oder auch innerhalb Ihrer mobilen App.
Implementieren von Umfragen in Marketingautomation: was sind Ihre Vorteile?
In der Marketingautomation ist es sehr wichtig, dass Sie die Umfrageergebnisse schnell erhalten. Sie können ein Tool auswählen, das sich nahtlos in Ihre Engagement-Plattform integriert und die Ergebnisse in Echtzeit sendet. Auf diese Weise können Sie schnell auf Feedback reagieren, indem Sie intelligente Kampagnen automatisieren. So eine Lösung spart Ihnen außerdem Zeit, weil sie Ihnen ermöglicht, alle Erkenntnisse, die Sie in den individuellen Profilen Ihrer Interessenten gespeichert haben, in einer Datenbank zu hinterlegen.
Der größte Vorteil von Kurzumfragen ist jedoch folgender: Kurzumfragen ermöglichen Ihnen, mit Interessenten in exakt dem Moment in Verbindung zu treten, in dem sie auf eine bestimmte Weise mit Ihrer Website in Kontakt kommen oder in einem bestimmten Moment, nachdem sie Ihre E-Mail erhalten haben. Das alles macht Ihre Umfragen relevant, weil Sie eine viel höhere Antwortrate erreichen können als das mit Umfragebögen möglich wäre.
Kurzumfragen sind tendenziell fokussierter und zielgerichteter als traditionelle Erhebungen. Wenn Sie jedes Mal nur nach ein paar Informationen fragen können, fokussieren Sie sich darauf, präzisere Fragen zu stellen. Ihre Umfrageergebnisse werden tiefer und aussagekräftiger, so dass Ihre Arbeit nicht vergebens ist. Einige Marketer gehen irrtümlich davon aus, dass eine Kurzstudie auch weniger Informationen bedeutet, aber in Wirklichkeit ist das genau umgekehrt. Kurzumfragen öffnen die Türe zu häufigerer Interaktion mit aktuellen und potenziellen Kunden, was hervorragend zu einer längeren und komplexeren Customer Journey passt, und ermöglicht Ihnen so, breitere Nachforschungen anzustellen.
So generieren Sie Leads mit Kurzumfragen
Um Kurzumfragen in Ihre Lead-Generation- und Nurturing-Strategie zu integrieren, sollen Sie damit anfangen, nach Berührungspunkten in der Customer Journey zu schauen. Diese Interaktionspunkte sind die perfekte Gelegenheit, um einige der wertvollsten Einsichten zu sammeln. Diese können Sie wiederum benutzen, um Kontakte in heiße MQLs umzuwandeln. Während jede Customer Journey ein bisschen anders ist, gibt es einige typische, wiederkehrende Momente, in denen es ganz natürlich scheint, wenn Sie nach Einsichten fragen.
Als ersten Schritt, um MQLs zu identifizieren, fragen Sie die Besucher, die zum ersten Mal auf Ihrer Website sind, nach den Herausforderungen und Problemen, die sie mit Ihrem Produkt lösen wollen. Wenn Sie eine zielgerichtete Kurzumfrage direkt in Ihre Website einbetten, können Sie sehr schnell Antworten erhalten. Es ist schlau, die Umfrage auf eine Landingpage mit viel Traffic einzubetten, so wie Ihre Startseite, weil das der erste Touchpoint für diese Besucher ist. Mit derselben Kurzumfrage können Sie auch nach Kontaktdetails fragen wie nach der E-Mail-Adresse oder nach anderen relevanten Daten wie die Branche oder Abteilung in der Sie arbeiten.
Sobald Sie die Schmerzpunkte Ihrer Besucher identifiziert haben, können Sie clevere Kampagnen mit relevantem Content zu Lösungen für diese Herausforderungen automatisieren. Das bedeutet natürlich nicht das Ende Ihrer Recherchen. Denken Sie daran, Kurzumfragen in Ihre E-Mail-Kampagnen einzufügen, um noch mehr wertvolle Informationen zu bekommen. Fragen Sie, welche Art von Inhalten, Themen und Formaten verlangt werden und erschaffen Sie diese. Vielleicht möchten Ihre potenziellen Kunden eine Fallstudie über jemanden lesen, der mit ähnlichen Schwierigkeiten gekämpft hat, oder vielleicht bevorzugen sie ein vollständiges Handbuch als eBook mit einigen Theorien, Best Practices und Anwendungsbeispielen? Finden Sie das heraus und liefern Sie Content, der genau auf diese Bedürfnisse zugeschnitten ist. Nutzen Sie Kurzumfragen, um ein hervorragendes Erlebnis zu schaffen.
Wenn Sie Ihre Zielgruppe mit Content versorgt haben, der sie weiterbildet, können Sie auch danach fragen, wie hoch das Budget ist, wann eine Kaufbereitschaft besteht oder wer für die Kaufentscheidung verantwortlich ist. Diese Antworten werden Ihnen dabei helfen zu beurteilen, ob sie zum Verkaufsgespräch bereit sind.
Im weiteren Verlauf kommt er endlich: der Schritt, wenn die Leute durch Ihre Preisseite blättern. Was können Sie aber tun, wenn der Kaufvorgang nicht vollständig durchgeführt wird? Eine Möglichkeit ist es, eine Exit-Umfrage in Ihre Website einzubetten, die fragt: „Was hindert Sie daran, den Kauf abzuschließen?“. Diese Frage ermöglicht Ihnen wertvolle Einblicke, was ihre potenziellen Kunden davon abhält von Ihnen zu kaufen – und gibt Ihnen die Gelegenheit, die notwendigen Schritte zu unternehmen, sie in Kunden umzuwandeln.
Wenn jemand sich für eine Testversion für Ihr Produkt angemeldet hat, können – und sollten – sie ihm eine Zufriedenheitsstudie (zum Beispiel NPS) per E-Mail schicken um herauszufinden, ob das Produkt gut angekommen ist und ob der Interessent das Produkt kaufen würde. Die Ergebnisse werden Ihnen zeigen, wer bereit ist, Ihr Produkt zu kaufen und wer wahrscheinlich Ihr Promoter wird. Es ist eine gute Idee, regelmäßige NPS-Erhebungen durchzuführen (z. B. einmal im Quartal), um herauszufinden wie sich der Erfahrungslevel ihrer potenziellen Kunden mit der Zeit verändert.
So richten Sie Ihre Kurzumfragen auf Ihre Zielgruppe aus
Die Stärke von Kurzumfragen liegt darin, dass Sie sie sehr präzise ausrichten können. Sie können mit Ihren potenziellen Kunden genau in dem Moment interagieren, wenn Sie eine bestimmte Aktion auf Ihrer Website durchführen oder wenn sie Ihre E-Mails lesen. Sie können Besucher befragen, sobald sie auf Ihrer Website landen. Sie können alle möglichen Arten von Besuchern befragen – neue, wiederkehrende, bekannte Namen in Ihrer Marketing-Automatisierungsplattform – ebenso wie die, die von einer bestimmten Quelle kommen. Sie können die Fragen auch in Ihre cleveren E-Mail-Kampagnen einbetten um kontinuierlich Erkenntnisse zu gewinnen. Das Ausrichten Ihrer Umfragen ist der Schlüssel, um qualitativ hochwertiges Feedback zu bekommen.
Erstrecken Sie Ihre Reichweite über digitale Berührungspunkte
Das großartige an Kurzumfragen ist, dass Sie sie auch nutzen können, um quer über alle digitalen Berührungspunkte zu recherchieren. Das heißt, Sie können Ihre potenziellen Kunden exakt dort erreichen, wo sie sind, zum Zeitpunkt ihres Engagements – egal, wo sie sich befinden. Beachten Sie, dass nicht jeder dieser Kanäle für Ihre Zwecke geeignet ist und stellen Sie durch A/B-Tests fest, was für Sie funktioniert. Einige Kundengruppen reagieren besser auf E-Mail-Umfragen, während andere lieber Fragen beantworten, während sie Ihre mobile App nutzen. Es gibt hier nichts, das allen passt. Denken Sie daran, Kurzumfragen in Ihre Marketing-Automationssoftware zu integrieren, um schnell auf Feedback reagieren zu können. Wenn Sie Maßnahmen zu den erhaltenen Einsichten ergreifen, ist das der Schlüssel, um brandheiße MQLs zu generieren.
Kurzumfragen für Kunden verbessern den Kundenlebenszyklus
Sogar, wenn Sie erfolgreich MQLs zu SQLs –und schließlich zu Kunden – konvertiert haben, gibt es immer noch eine Menge zu tun, womit Sie Ihre Kundenbindung verbessern können. Hören Sie nicht auf, Einsichten zu sammeln, sobald sie zu Kunden geworden sind. Nutzen Sie Umfragen, um Ihre Kunden zu begeistern und ihnen zu zeigen, dass sie Ihnen am Herzen liegen.
Fragen Sie in Ihren E-Mail-Kampagnen Ihre Kunden, welche zusätzlichen Features sie an Ihren Produkten schätzen würden. Feedback wird Ihrem Produktteam helfen, das zu entwickeln, was die Kunden sich wünschen. Sie können auch nach anderen Produkten oder Dienstleistungen fragen, die Ihre Kunden brauchen, und dann clevere Kampagnen mit einem zugeschnittenen Angebot automatisieren.
Ein interessanter Nutzungsbereich für Umfragen, der Ihnen dabei helfen wird, das Kundenerlebnis zu verbessern, besteht darin, die Zufriedenheit nach einer bestimmten Interaktion mit Ihrem Unternehmen zu messen, wie zum Beispiel mit dem Kundendienst. Das können Sie erreichen, in dem Sie eine E-Mail-Umfrage verschicken, sobald der Fall im Kundendienst abgeschlossen ist. Es wird Ihnen dabei helfen, Schwächen und Stärken im Support herauszufinden und die Leistung des Teams im Kundendienst einzuschätzen.
Umfragen sind eine großartige Möglichkeit, Informationen zu sammeln, die zu wichtigen Geschäftsentscheidungen beitragen können. Stellen Sie sicher, Ihre Ergebnisse mit dem gesamten Team zu teilen.
Sammeln Sie Feedback von Ihren Interessenten und messen Sie die Zufriedenheit Ihrer Kunden? Haben Sie schon einmal Kurzumfragen eingesetzt oder nutzen Sie längere Fragebögen? Teilen Sie Ihre Meinung und Ihre konkreten Anwendungstipps mit uns – im Kommentarbereich.
Don’t get us wrong: we love good-looking landing pages. The way the colors contrast to draw attention; the striking custom photography and animation; the elegant application of negative space and rule-of-three layouts. Seriously, these things keep us up at night.
But here at Unbounce, we know that there’s more to a landing page than looks. We want the kind of page that won’t embarrass you when you bring it home to your CMO. One that you can really, you know… build a campaign with.
What we really want is a landing page that converts.
What Makes a High-Converting Landing Page?
People have created a lot of landing pages with the Unbounce Builder (like, so many, you guys), so we think we’ve got a pretty good understanding of what makes a page convert. Over the years, it’s become clear that nearly all successful landing pages have some key elements in common.
High-converting landing pages:
Has your page got all the elements you need to drive conversions? The Unbounce Landing Page Analyzer grades your page on nine performance metrics and calls out opportunities to increase your conversion rate.
High-Converting Landing Page Examples
Before we dive into our high-converting landing pages examples, let’s set some ground rules. All of the pages featured below have had at least 500 visitors on the low end, though many have had more than 100,000. They’re also all converting at a rate of at least 30%. (For reference, the average landing conversion rate sits somewhere around 4%.)
It’s worth noting that conversion rate is influenced by many factors outside the actual content of your landing page. For example, we know that the average conversion rate varies widely depending on your industry. Be sure to check out our Conversion Benchmark Report to see how you stack up against your competitors.
There’s also the question of traffic quality: if your page is getting a lot of traffic from poorly-targeted ads, your conversion rate is going to be lower than it would be with more qualified visitors. And, of course, click-through pages are going to convert higher than lead gen pages because the conversion goal is much simpler. Keep these things in mind before judging your own pages too harshly.
With that disclaimer out of the way, here are 12 high-converting landing page examples from Unbounce customers (with conversion tips from the people who actually built them).
Industry: Social Media / Conversion Rate: 46.94%
Image courtesy of Promo. (Click image to see the full page.)
Promo’s high-converting hint: Use video to increase visitor engagement and drive conversions.
If we’ve said it once, we’ve said it at least several more times: using video on your landing page is a great way to boost engagement and crank up your conversion rate. In fact, including some moving pictures on your page can increase conversions by as much as 80%. A worthwhile investment, no?
Promo thought so, too, which is why they included a ton of video content on this landing page for their video creation service—from the header, to the explainer video, to the sample videos that visitors can actually use in their own marketing.
Noted Yael Miriam Klass, Content Lead at Promo:
Still, video is just part of the equation. You want visitors to convert, and that means getting them to follow through with your call to action. Don’t worry—Yael’s on it: “No landing page can make an impact without direct text and an eye-popping CTA button on the first fold.” Promo nailed those elements, then topped it all off with a swack of testimonials and strong client logos. Great job.
Industry: Education / Conversion Rate: 52.68%
Image courtesy of edX. (Click image to see the full page.)
edX’s high-converting hint: Simplify your pitch and make the benefits crystal clear.
Us marketers tend to be so close to our products and services that we can sometimes overload prospects with too much information. “Yes, our core offering is X, but how ’bout these bells? What about them whistles?” No, they probably didn’t know about those extra benefits—but at this stage, they probably didn’t need to.
On the landing pages for their online courses, edX’s Senior Growth Marketer Josh Grossman chose to pare the message down to just the main points he wanted to visitors to take away. “Rather than get bogged down in the details of the course, we made it easy for people to understand what they’ll learn using just a few bullet points.” That, and an unambiguous head and subhead followed by solid social proof.
“In our testing, shorter copy worked better than longer copy,” Josh added. “Either you want to learn Python, or you don’t.”
That’s an insight we should all take to heart. Some people aren’t going to want what you’ve got, no matter how much extra information you throw at them. Better to save your breath (or word count) and focus on the people who do.
Industry: Social Media / Conversion Rate: 57.92%
Image courtesy of Later. (Click image to see the full page.)
Later’s high-converting hint: Maintain conversion scent and balance your incentives.
Humans are fickle creatures. They’re easily distracted. They get confused. Mostly, they’re bad. As a marketer, that means you often need to hold their hands—or, for our purposes, hold their noses—through each step of the purchase process.
Conversion scent is the principle of keeping written and visual cues consistent all through the consumer journey. That’s what Later did for this lead generation campaign, as Chin Tan, the company’s Communication Design Lead, explains:
Check out Later’s clever use of conversion scent to deliver a unified customer journey.
Chin also acknowledges that the simplicity of the offer contributed to the page’s success. “It’s clear right away what you’re getting: you’re exchanging your email for access to the guide. The form isn’t too long and only requests pertinent information.” Asking for too many personal details at this top stage of the funnel can spook visitors. Make sure your ask matches the value of the incentive you’re offering.
4. The Listings Lab
Industry: Real Estate
Image courtesy of The Listings Lab. (Click image to see the full page.)
The Listings Lab’s high-converting hint: Use straightforward design and focus on the offer.
Another lead generation page, our example from The Listings Lab isn’t the flashiest on the list, but don’t let that fool you: this simple page packs a punch.
First, let’s talk design. The Listings Lab has done a great job of condensing all of the page content into a small space without making anything feel crowded. Visitors don’t need to scroll to understand what’s on offer and why it’s valuable.
“A mock-up of the download helps people feel that it’s a well-produced, real thing that they can read,” offered Yves Lenouvel, Marketing Director at The Listings Lab. “Bold text on the form’s big, colorful button draws people’s attention to the CTA.” Not to mention the directional cue, which is another nice touch.
Still, it’s the benefits-oriented copy that puts this page over the top. The Listings Lab really zeroes in on key pain points for realtors—cold calling, poor leads, long hours—and offers an alternative. “The first piece of copy people see is speaking to the visitors’ pain and then presenting them with a solution.” Read the guide, make more money, get your life back. What’s not to like?
Bonus points for a privacy statement that instills confidence while keepin’ it casual.
Industry: Clothing / Conversion Rate: 46.85%
Image courtesy of Twillory. (Click image to see the full page.)
Twillory’s high-converting hint: Build custom experiences for your mobile visitors.
We don’t need to tell you that mobile consumers should be a priority. (Although we have been telling you for, like, ever.) By 2017, mobile had become the dominant source of web traffic worldwide at 50.3%--a segment that expanded last year, reaching 52.2%. It’s no longer enough to think of mobile consumers as part of your online audience. In 2019, they’re often the majority. (Check those GA reports, people.)
Aditya Bagri, Digital Automation Manager at Agency Within, described how his outfit is adjusting to a world in which consumers’ first experience with a brand is often on their phones:
Better than merely building mobile-responsive pages, many brands are creating separate experiences for their mobile visitors.
Image courtesy of Twillory. (Click image to see the full page.)
Enter Agency Within and Twillory. On desktop, this landing page includes videos and GIFs—elements that have been shown to increase visitor engagement and help drive conversions. On mobile, though, we get a stripped-down version that maintains the visual appeal of its big brother while also ensuring lightning-fast load times on cellular connections.
And Twillory gets an extra nod for using an Unbounce popup to give visitors additional conversion incentives.
Trying to convert mobile visitors? You’ve gotta load fast. See how Unbounce is speeding up your pages automatically with features like image optimization, fast content delivery, and AMP.
Image courtesy of TyresOnTheDrive. (Click image to see the full page.)
TyresOnTheDrive’s high-converting hint: Be clear in your headline and then back it up with social proof.
When it comes to landing page copy, clarity leads to conversions. Your visitors should know within seconds exactly what you’re offering and why they need to care. If they don’t, they’re likely to bounce.
This page from TyresOnTheDrive illustrates the importance of clarity with a headline that immediately conveys the value proposition: “Expert Tyre Fitting At Your Home or Work.” Right away, we know the differentiator is that we don’t have to go to a mechanic—they’re coming to us. Coupled with a quick how-to, a load of testimonials, and a big-brand logo collage, we have enough information about TyresOnTheDrive to make a purchase decision in a very short period of time.
The result? Conversions through the roof.
But great conversion rates aren’t an excuse to stop testing. Chris Wood, TyresOnTheDrive’s Senior UX Designer, described how the company has played with other pitch angles yet keeps coming back to the fundamentals. “We’re finding that more benefit-oriented messaging seems to convert better than pushing offers and promotions.”
Industry: Finance / Conversion Rate: 35.57%
Image courtesy of ooba. (Click image to see the full page.)
ooba’s high-converting hint: Use a descriptive call to action that tells visitors what’ll happen next.
Yes, it’s important that your visitors know what you’re offering the moment they hit your page. But just as essential is that visitors know what you want them to do—and what will happen when they do it.
This page for ooba (designed by digital agency Signpost) provides a great example of an effective call to action. At a glance, the copy—along with the contextual cues and supporting information—tells us what we can expect when we fill out the form.
“The form is positioned at the top of the page, above the fold, which makes the action we want the user to take clear from the outset,” said Adam Lange, CEO at Signpost. “The contrasting color draws the user’s attention to the end goal, and the descriptive button confirms the action they’re about to take.”
The form asks for a lot of information, but that might actually help build credibility in this context—we’re trying to get a home loan, not sign up for a newsletter. It makes sense that we’d need to provide some details if we’re expecting to be pre-qualified.
Industry: Legal / Conversion Rate: 30.02%
Image courtesy of ClaimCompass. (Click image to see the full page.)
ClaimCompass’s high-converting hint: Ensure visitors have enough information to convert (and then ask them again).
What’s that old saying? “If at first they don’t convert, try, try again”? (It’s not. Please don’t say that to people.)
However, that’s precisely what ClaimCompass did for this landing page targeting travelers who’d been on delayed flights to, from, and within the European Union, where legislation mandates that airlines pay compensation for significant travel disruptions.
Alexander Sumin, the company’s Co-Founder and CMO, described the surprisingly difficult task of getting people to collect their no-strings cash.
ClaimCompass recognized that they’d be talking to customers with varying degrees of EU regulatory expertise. (Any GDPR-heads out there?) As such, they knew some people would have enough information to convert right away while others would need some educating.
“The entire landing page is designed to make people click on one of the three CTA buttons,” Alex explained. “If the offer is appealing, they don’t need to scroll further. If it isn’t, the sections below provide more clarity on the process, with images, benefits, and social proof. Each scroll is supposed to get the users closer to clicking the CTA.”
Industry: Navigation / Conversion Rate: 61.15%
Image courtesy of onX. (Click image to see the full page.)
onX’s high-converting hint: Match visitor search intent in written and visual content.
Something we at Unbounce have really hammered home over the years is the importance of message match. When someone clicks a Google ad for, say, topographic hunting maps, they expect to land on a page with copy that aligns with their original search intent. Even better? A page that immediately demonstrates the searcher is in the right place through the accompanying imagery.
For a great example, look no further than this page from onX, which (at the time of writing) sports a conversion rate over 50% higher than the average. We asked Ryan Watson, User Acquisition Manager at onX, why he thought the landing page has been so successful:
Ryan also credits A/B testing for onX’s high-converting landing page. “We tested many different CTAs, and we found one that worked and got a massive click-through rate.” Hey, landing page best practices never hurt, either.
How does your conversion rate stack up?
Download the Unbounce Conversion Benchmark Report to see how your landing page performance compares to competitors in your industry.
By entering your email, you consent to receive other resources to help you improve your conversion rates.
10. Investing Shortcuts
Industry: Finance / Conversion Rate: 51.32%
Image courtesy of Investing Shortcuts. (Click image to see the full page.)
Investing Shortcuts’s high-converting hint: Create urgency in your offer whenever possible.
Fear of missing out (FOMO) is one of the most powerful tools in every marketer’s arsenal. People hate it when their peers are having fun, being cool, or making money without them. It’s petty and vindictive, sure, but it’s also innately human. (Man, we’re picking on our species today.)
This landing page for Investing Shortcuts (built by Strikepoint Media) harnesses FOMO to push conversions into overdrive. The copy highlights the meteoric rise of Bitcoin’s value and urges visitors to get in while the gettin’s still good. “This page had the most success when Bitcoin was hot, so it was the right offer and the right time,” explained Jeremy Blossom, Co-Founder and CEO of Strikepoint. Anyone out there still HODLing?
Bitcoin’s popularity aside, a lot of what makes this a high-converting page comes down to good fundamentals. “While it isn’t the prettiest page, the copy connects with readers and builds on their interest in the subject matter while clearly communicating the value of the guide,” Jeremy noted. “The page also uses the ‘featured on’ logos and a high-profile quote for social proof.”
Industry: Education / Conversion Rate: 55.29%
Image courtesy of MyTutor. (Click image to see the full page.)
MyTutor’s high-converting hint: Present the right offer to the right people at the right time.
So much of a campaign’s success comes down to effective targeting. It’s not just about reaching your target demographic—it’s also about presenting them with highly-targeted offers that make sense in the context of their experience at that particular moment.
Our previous example from Investing Shortcuts demonstrates how an offer can be well-timed for a major cultural event (like the crypto-frenzy of late 2017). This landing page from MyTutor, though, goes one step further. It shows how marketers can connect with their audience at a significant (and even deeply personal) moment in their individual lives, during which the offer is especially meaningful.
Gemma Pearson, Digital Marketing Manager at MyTutor, explains: “This landing page was a fundamental part of our exam results day campaign. It was designed to encourage students who hadn’t achieved the grades they needed to get back on track with a tutor to support their needs.”
Most of us have done poorly on a test, and (I’m comfortable speaking for all of us here) it sucks. The last thing Gemma wanted to do with this page is appear to be scolding or lecturing students that might need a little help.
Now that’s how you make a pitch that resonates.
Industry: Home Repair / Conversion Rate: 34.52%
Image courtesy of FilterEasy. (Click image to see the full page.)
FilterEasy’s high-converting hint: It’s not always clear why a landing page is successful—and that’s okay, too.
Every so often, you’ll build a landing page that strikes conversion gold. It’s got a higher form-fill rate than you’ve ever seen. It’s driving revenue like crazy. It’s cutting down challengers like Russell Crowe in that movie about gladiators. (What was it called?)
That’s what happened to Rianna Riddle, Growth Marketing Director at FilterEasy. She built a killer page, then found herself grappling with a question we’ve often asked ourselves: what exactly is making this page successful?
“Honestly, we’re still constantly testing to figure out what’s so great about this landing page,” Ri explained. “We’ve challenged it several times, and none of the challengers have beat this champion page—even the ones we were absolutely convinced would beat it.”
The reality is that building high-converting landing pages isn’t an exact science. Sure, there are best practices that can improve your page’s chances of success, and Ri employs them here: straightforward design, strong benefits statements, great social proof, compelling offer. Ultimately, though, the only way we can be confident that we’ve achieved our best page is by continuing to test.
Life moves fast in the world of digital marketing. Account managers and in-house PPC experts are forced to balance and array of projects, meetings, optimizations, etc. on any given week. The whirlwind of day-to-day tasks can easily make the overarching direction of your marketing strategy unclear.
Clients and decision makers need a clear understanding of the status and trajectory of a marketing strategy, so they can make decisions with that information. Prioritizing account projects and regular optimizations around the highest priority goals will help align all account tasks into one broad strategy.
Strong account performance can be overlooked if a client or key decision maker doesn’t understand how the individual tactics are tied to the larger strategy. You should be able to clearly connect the dots from marketing goals to account strategy to the tactics implemented in the account.
Below are the steps to take to improve the alignment of business goals with your digital marketing strategy.
Understand business goals – no brainer, right?
It probably goes without saying, but the first step to aligning business and digital marketing strategies is a clear and deep understanding of business goals. Curiosity is the mother of invention, so don’t be afraid to ask questions about the business, the product, or long term goals. The more you know about your client, the better you will be able to help them.
Developing a deep understanding of business goals and challenges will demonstrate your commitment to being a solution for your client or team. Asking important questions also leads to open and honest conversations about where business objectives stand and what is possible with digital marketing. Having a candid conversation about business goals up front will put account managers in better position for pushing back on clients when necessary.
Understanding business goals and asking candid questions seems like a no-brainer, but it’s easy to lose the ability to be intellectually curious when our schedules are booked with endless calls, trainings, blog writing, etc.
Create a goal-oriented strategy
The strategy required for each client or business varies wildly, but all strategies should focus on achieving highest priority business goals. Prioritizing projects and optimizations based on their impact on business goals will closer align tactics with an overarching strategy.
It is much easier for clients and decision-makers to see value in individual tactics if they can be tied back to achieving larger business goals. Clearly communicating how projects and optimizations relate to goals will typically open up opportunities to test new tactics.
Once the digital marketing strategy has been created, it needs to be communicated clearly with the client or decision maker. It goes without saying that any recommendations should have background info or data to support them.
Your recommendations should be clear, cohesive, and easy to understand. If you are just discussing on tactic that is part of the strategy, it should be clear how that tactic impacts goals. Asking for feedback from the client or decision maker before finalizing strategy can increase buy-in and ensure alignment.
Relating all digital marketing projects and optimizations into a larger strategy will improve the ability to demonstrate the value of digital marketing. Managing digital marketing accounts is a delicate balance of highly technical account work and ongoing communication with other decision makers in the business. It’s incredibly easy for creative technical solutions to be implemented and undervalued due to an unclear strategy. It is incredibly important to align business and marketing goals and strategies to be successful.
This week might be our craziest Amazon Unboxing yet! Just take a look at the product details: Arts, Crafts & Sewing category 1,100 sales per month $19,000 in monthly revenue Less than 10 reviews! Not a bad starting point, right?! Obviously, in terms of improvements, the low reviews piqued our interest. Upping your email marketing game, and following up with your customers after they purchase, should be a given. But let’s see what Joel and Adam had to say! This seller did so much right with this listing, that we’re going to look at the very short list of potential improvements first. Possible Improvement #1: Customer Email It took Adam and Joel awhile to find this listing’s weakness. It almost didn’t exist! But when they didn’t receive an email from the seller, they knew they had found their Achilles’ heel. And it’s such a disappointment to see sellers failing to do something that is SO easy to automate. No wonder they had just 10 reviews! In 10 minutes, Adam, our email marketing guru, put together a quick thank you email for the mold. It included a couple of soap-making tips, along with a list of ingredients for customers to buy while ... Read More
Genesys, Closed Loop, Hanapin, and Seer Interactive all have new positions available.
Here’s a brief look at just a few of the newly posted positions:
The Global Paid Search Manager is accountable for successfully managing the global paid search strategy and execution across a portfolio of regional accounts and campaigns. This role will be responsible for working with internal teams all over the globe to execute an industry-leading paid search and retargeting program in multiple languages.
We are adding a strategic Account Director to our Services Team focused on owning our largest and most complex client relationships. As our Account Director, you will be the primary point of contact and trusted advisor to our key accounts to drive strategic initiatives, lead the internal teams supporting those accounts, and ultimately grow our client’s business through PPC.
We are currently looking for an experienced Digital Advertising Manager with an expertise in paid search to join our team. This is a full-time telecommute position and is a great opportunity for those with demonstrable experience working remotely.
The Search Strategist will manage search optimization programs across PPC and paid social including strategy, set up, creative development and reporting on multiple projects of various sizes. The candidate is responsible for understanding client goals and expectations as well as all department deliverables and must be able to clearly convey and explain search engine and social best practices to company associates and clients.
This is a remote (US-based) position. Whitecap SEO is looking for a part-time Technical SEO Specialist to join our remote team. We’re looking for an experienced ecommerce SEO that can:
Do your front-line employees, like customer service representatives and salespeople, know how to communicate your brand story?
Most marketers laugh when they hear this question because they don’t have a high degree of confidence. In fact, according to my company’s research, 66% of marketing executives believe their brand message is lost by the time it reaches the front lines.
A company’s marketing investment is designed to drive demand, but demand isn’t valuable unless it converts to sales at a high rate. This investment is far more effective and efficient when it improves conversion rates, but Econsultancy reports that only 22% of companies are happy with their conversion rates. There’s obviously a problem somewhere along the way.
When companies don’t prioritize internal brand awareness, their marketing and advertising make promises to customers that their front-line employees don’t deliver upon. When a business falls short of customer expectations, its conversion rate tends to dip. This disconnect also leads to poor brand perception, lower customer satisfaction, and other challenges.
Meanwhile, brands that present a consistent message are nearly four times more likely to experience brand visibility later, according to Lucidpress. Considering the costs of the disconnect, how consistent is your messaging?
The Last Item on the To-Do List
I’ve been working with one company that is in the process of pushing a new brand story out into the marketplace. The company recently acquired several smaller brands, and it’s now working to educate its customers—and the broader public—about its new name and identity.
The company’s marketing team has been getting this new message out through advertising and digital marketing, but internal branding has fallen to the bottom of its to-do list. The result, according to the head of marketing, is customers who “don’t know what the company is.” The company is at risk of losing longtime customers if it doesn’t connect the dots between the new identity and the brand’s customers had grown to trust for years (and even decades, in some cases).
There are plenty of seemingly valid reasons marketing teams fail to focus on internal branding. To start, they might think someone is already doing it—especially if the company has a training department or internal communications team. But these teams don’t always invest the time necessary to understand the brand positioning, which unfortunately means they cannot clearly communicate it.
In other cases, teams might not see the importance of internal branding because they already produce “sales support materials.” The marketing teams compile product details, believing that sales and customer service can take a one-sheeter and turn it into a productive conversation. The information, however, is tailored to external customers rather than internal audiences.
Lastly, marketers are hesitant to put their limited budgets toward internal marketing efforts. They have been conditioned to throw gobs of money at external marketing to drive demand, even if conversions are low. Internal brand awareness is a different path to the desired result—more customers—but most marketers don’t realize the potential of this approach.
The Power of Preaching to the Choir
Considering everything standing in their way, it’s no wonder, so few companies ever think about marketing to their own teams.
Here are four reasons to bump internal brand awareness up from the bottom of your to-do list:
1) It Fosters Consistency
Every marketer seeks consistency with her company’s story. If customers do not hear the same narrative every time they learn about your business, it can lead to confusion and doubt. Doubt leads customers to your competitors.
2) It Creates Conversions
Consistency is a building block to conversions, which should be the most important metric for every marketing department. Impressions and likes are great, but customers cast their most important votes with their wallets. Unfortunately, marketing departments don’t spend accordingly: Econsultancy reports that companies spend about $92 on customer acquisition for every $1 they spend on conversions.
3) It Encourages Cross-team Cooperation
My team conducted a study of marketing executives, and the respondents rated marketing alignment with front-line teams as the premier opportunity for improving marketing ROI. Better internal alignment leads to superior execution and efficiency, which benefits every department.
4) It Gives You Better Insights
A focus on internal brand awareness helps marketing teams concentrate on what is happening in the trenches. How are customers responding to your message? What ideas do front-line employees have for improving customer conversations?
Internal brand awareness drives conversions, which fuel revenue growth. If the people who represent a brand can tell a compelling story of their company’s strengths, they will win over more customers. When front-line employees have confidence and conviction in the products or services of their brands, it has a direct effect on customer buying decisions. Don’t let that potential fall by the wayside because internal brand awareness isn’t a priority.
Excel is a crucial tool for any PPC marketer. Between building accounts, analyzing data, and applying macros, Excel saves you valuable time and makes your job just a little bit easier. That’s why it’s important to continually brush up on your skills and make sure you use Excel to your full advantage.
Here’s two resources that can help you do that!
The first one is to download Hanapin’s latest Excel Guide for PPC. The Guide outlines the most important tasks that the Hanapin team uses in their day-to-day PPC work. It covers ad copy testing, bid management, account structure, keyword additions, analysis tools, and reporting tools. It’s jam-packed full of screenshots, formulas you can use, and examples.
The second is the hyper-relevant, small group Excel Hero Workshop held April 25th at Hero Conf. This a great workshop to tackle the issues and errors you keep running into with Excel (because, ya know it happens!).
Here’s what you would learn in this workshop:
Now I know – this post is kind of salesy – I’m sending you off to download a guide from the Hanapin site and a workshop on the Hero Conf site. But the Excel Guide has continually been one of our most popular guides downloaded (past versions – this is a new one!) and the Excel workshop has proved super valuable for its participants. That’s why we keep bringing it back year after year. My point being – I’d be doing you a disservice if I didn’t point out these awesome Excel resources to you!
We’re at week 6 of our Amazon Unboxing Series, and we’re in for a tasty treat with this episode’s product! Joel and Adam are tearing down a listing for a waffle bowl maker. Mmmmmm…waffles. Who doesn’t love a good waffle?! Are you subscribed to Amazon Unboxing? Stay updated whenever a new episode and content is released by signing up for free here: We filmed this episode back in August and, at that time, the Dash Waffle Bowl Maker was selling $20,000 per month. It had approximately 900 sales, and only 27 reviews. Now, however, this listing has 68 reviews. And sales have stayed pretty much the same. But even though this product is still selling well, by failing to optimize their listing, they’re leaving a lot of money on the table. Here’s how they can improve their product’s Amazon page, to boost their sales even more. Possible Improvement #1: Add Lifestyle Photos When we first looked at this listing, it had just two images! That blew us away. How was this waffle bowl maker selling so well, despite having so few pictures?! Considering the fact that a seller can display up to nine photos, and because images are the most important part of ... Read More