beyond lead generation from landing page forms to email follow ups
DESCRIPTION
What really converts your landing page visitors into customers? That's right: Email, the longtime ROI workhorse. Email marketing is about more than just lead generation. It's the best way to keep your audience engaged and converting over and over again. Let's delve into tests and campaigns that produced double- and triple-digit conversion lifts. You'll learn: - Surprisingly simple ways to boost conversion & response rates - Why it's time to rethink your marketing funnel - A proven action plan for growing your customer base with emailTRANSCRIPT
Hunter Boyle Sr Business Development Manager at AWeber
Thank you for joining us!We’ll be starting in just a few minutes
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Ryan Engley Unbounce Director of
Customer Success
Beyond Lead Generation
Recording and slides will be emailed by the end of the week
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Ryan Engley Unbounce Director of Customer Success
@ryan_engley
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Hunter Boyle Sr Business Development Manager at AWeber "
@hunterboyle
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Ready For A Challenge?
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Why We Should Rethink The Funnel
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The Funnel vs. Real Life
I never woke up on a Monday and said, ‘I want to be a lead in someone’s funnel!’
Dharmesh Shah, Co-Founder/CTO, HubSpot
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Optimizing Your Email
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provide average value compared to other sources
don’t listen closely to our audience
keep “blasting” list names on our own timelines
produce crappy content
Source: Velocity Partners
TESTING ONLY GETS US SO FAR IF WE ...
WARNING!
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Rule #1: Respect The Inbox
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Make Every Email A Gift
Results:((
Email(list(now(over(700,000(
Launched(new(business(lines(
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Stay Relevant And Useful
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Put Your Audience First
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1. INTERACT With Your Audience
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Invite (And Apply) Feedback
#4.$Tell$me$a$little$about$yourself.$What$type$of$business$do$you$run?$What$company$do$you$work$for?$What's$the$one$thing$you$think$I$should$know$about$you?$
Results:((
Thousands(of(real(replies(drive(content,(copy,(offers(
Over(3x(list(growth(in(2(yrs(
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2. REFINE Your Testing Strategy
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Methodologies & Resources
ConversionXL"MarketingExperiments"WhichTestWon"MarketingOptimization.TV"WiderFunnel"
GetElastic"CrazyEgg / QuickSprout"Conversion Conference"Content Verve"Bryan Eisenberg"
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3. OPTIMIZE Your Top Priority Areas
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Landing Pages, Site Pages & Forms
Keys to entice more visitors to subscribe or buy:
Proximity & Path: Placement of CTAs in your content
Disruption: Content interruptions and overlays
Incentive: Powerful offers, giveaways and bonuses
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Results:((
Immediate(sales(increase(
Sold(out(all(three(events(
Problems:**
Lack*of*registrations*
Page*wasn’t*converting*
Version A Version B
Distractions"
Confusion"
Friction"
Flow"
Clarity"
Confidence"
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Opportunities
Benefits"
Real Results"
Bonus Incentive""Checkout Facelift"
Results:((
1,000(orders(on(day(one(
30,000+(sold(to(date(
Leads(for(relevant(sales(
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Disruptor Formats
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Results:((
+1,375%(opt2ins(vs.(static(form(
Launched(new(business(line(
Case(study:(Bit.ly/nikki1375(
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Emails & Automation
Keys to build on momentum, initial impression:
Welcome emails and series that build relationships
Deliver actionable, high-value content consistently
Stand out in a crowded field with value, voice, WIIFM
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Results:((
Drove(nearly(50%(of(first(week(software(sales(
Drove(nearly(80%(of(sales(of(membership(product((
List(doubled(to(97,000(in(one(year(
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Clarity, Specificity, Call To Action & Personal Tone
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Inactives & Cancels
Keys to bring them back or improve your model:
Alternatives: Frequency, format, content types
Targeted re-engagement campaigns
Analyze feedback and apply it to optimize further
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GUT CHECKS & TAKEAWAYS
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ENGAGEMENT GUT CHECK✓ What’s my primary goal with this landing page/email?
✓ Will readers find it relevant, actionable and exceptional?
✓ What problem does it solve? Is the value/WIIFM clear?
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CONTENT GUT CHECK✓ Relevance: Is the content/offer/topic compelling & timely?
✓ Copy: Appropriate voice, style, length? Personality? Spelling?
✓ Design: Does it look professional? Is it mobile-friendly?
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5 KEY TAKEAWAYS1. Rethink the Funnel 2. Respect the Inbox 3. Always Be Interacting 4. Ooze Value + Actionable WIIFM 5. Test Methodically
Why use Unbounce to build your landing pages?
Increase your conversion rates with targeted pages & A/B testing
You’ll get better results from your campaigns
Quit waiting weeks for your developers
Building pages with Unbounce is fast
Build, publish and optimize without having to wait for developers or designers
You maintain control of your campaigns