Offering a free trial is traditionally a great way for a company to get its digital foot in the door with potential customers; however, all too often, companies miss the mark when it comes to actually retaining clients. Conversions are key to your bottom line, but does your company know how to transition to sales?
How can you ensure your customers will stick around after they take a peek at your product? Read on for eight tips on retaining customers after the free trial.
1. Require a Credit Card
Image via Flickr by Jorge Franganillo
Some users are lazy in cancelling a trial membership that automatically converts to paid, but that isn’t why you should require a credit card. The revenue you’ll receive from this stream is little at best and the numbers will hardly reflect your actual user-base. In fact, that’s the point of requiring a credit card. You want real users with real money to take a stab at your service – a credit card number is typically verifiable, which means your free-trial sign ups will be easier to track and analyze.
Actionable Tip: Pair an automatically converting membership with a clear money back guarantee. Make it easy for users to follow through and get their money back if, for instance, they continue on for one month paid, but still decide your service isn’t right. Read the rest of this entry »
Since the early 2000s, online shopping cart abandonment has been a growing problem, with the newest studies citing that about 67 percent of online shoppers abandon their cart and leave the website without making a purchase. Here’s how this affects your online business.
You Are Losing 67 Out of 100 Customers
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Baymard combined 27 different studies to come up with the 67% shopping cart abandonment rate. The most recent study by Fireclick puts the numbers at 62 percent. Either way, that’s about two-thirds of your website traffic.
Translating the figures into more tangible terms, it means that 67 out of the 100 people who stop by your website long enough to put an item in a cart leave without buying anything. Shopify puts this into monetary terms: If you are currently making $15,000 a month in sales, you are potentially missing out on an additional $30,000 in sales every month and $360,000 every year. Read the rest of this entry »
The Wall Street Journal recently reported a study that showed emotion, more than logic, drives the decision-making process. In Internet marketing, your landing page is the place where your website elicits emotion and converts visitors into customers. How do you design a landing page that provokes an emotional response that drives conversions? Here are four tips to help you create actionable emotions on your landing page.
Understand Your Buyer
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Before you can design a landing page that appeals to your customers’ emotions, you need to know exactly who they are. Look at the demographics of the people who buy your products and services. To drill down, consider using tools like WebEngage.com to conduct surveys about your visitors. Use the demographic and survey data to create one or more buyer personas for your products, and become intimate with them. Understanding who visits your site and who buys your products is an essential first step to creating a landing page that engages visitors and leads to conversions. Read the rest of this entry »
The world of social media is heavily populated and still growing. With contenders ranging from the well-established behemoths to the promising newcomers, picking the right site for your business is tricky. Signing up for all of them is overkill, so you need to narrow down your options and focus on the few that best suit you and your landing page.
Image via Flickr by Sean MacEntee
With 1.23 billion monthly active users, Facebook is king in the world of social media. If you’re going to choose just one site for your social presence, this is a solid pick. Your landing page should invite visitors to like your Facebook page so you can get your posts into their regular feed. Individual stories featured on your home page will also gain weight with a like button that allows users to share that particular piece. Pair your Facebook presence with one or two other sites for a well-rounded approach to social media marketing. Read the rest of this entry »
As marketing success continues to grow dependent on a digital track, truly understanding pay-per-click (PPC) makes a big difference in your business’s ad profits. When correctly managed, almost any company reaps the benefits from PPC optimization. To get the most from your PPC campaign, consider these optimization strategies:
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Using broad batch matching in a campaign tends to trigger ads for unwanted search queries. To uncover what exact search words or queries bring up your ad, whether by time period, by campaign, or by group, go to the Search Terms under Dimensions (in Google AdWords). Since exact match bidding presents large limitations, instead opt for exact match with modified batch bidding which adds a “+” in front of the keywords. This allows you to detach from phrases that deliver the wrong message in connection to your brand, but still enables longer search entries to pop the ad. Furthermore, this method facilitates negative keyword research. Read the rest of this entry »
Forget classifying the youth of America as Generation Y; with nine out of ten 18 to 29-year-olds owning a smartphone, America’s young adults are Generation Mobile. In addition, 37 percent of these young adults are accessing the Internet via tablet computers. It’s not just young adults embracing mobile technology either; mobile device ownership has soared across all demographics. If you still aren’t convinced on the importance of mobile marketing, consider these mind-blowing statistics, and ways you can use them to your advantage on your landing pages.
In 2014, Mobile Internet Usage Will Overtake PC Browsing
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This year, for the first time ever, people will access the Internet using mobile devices more than with traditional personal computers. So if your marketing materials and website don’t work well on smartphones and tablets, you’ll lose the majority of internet users.
Mobile users pay for every megabyte of data they consume, so they’re much more concerned with loading times than traditional web browsers. A single second delay decreases customer satisfaction by 16 percent. That pause can also reduce conversions by seven percent.
Perhaps more troubling, three-quarters of users will abandon your mobile site if it doesn’t load in five seconds. Almost half of those mobile shoppers won’t be back. Optimization services can help you decrease your load time and improve mobile user’s mood.
Mobile users demand sites that work well on their devices. Responsive web design will automatically scale your site so it looks its best on any device. Alternatively you might create a separate mobile site to please smartphone and tablet users. Read the rest of this entry »
It’s tempting to fill up the white space on your website or landing page. However, unless you’re adding relevant and important information, don’t give in to temptation. In fact, even if it is crucial to your site, it’s even more important to have some white space. This helps the design look great and keeps people on your site. Get rid of the clutter with these steps.
Image via Flickr by Mark Hunter
There is nothing worse than ending up on a website that rambles. You need to make sure to keep your focus at all times. The copy, call to action, and images should all tie back to your main goal of keeping visitors coming to the site or making a sale. When you cut out text or images that don’t help this focus, you’re going to clear up a lot of space. This has the added benefit of leading visitors where you want them to go, and ensuring that they aren’t confused about your purpose. Read the rest of this entry »
You’ve finally done it: after weeks, maybe months of planning, design, brainstorming, and proofreading, you’ve put together a fantastic website for your product or service, complete with a flawless landing page and a stellar layout. Yet, all your site statistics show that the second visitors arrive at your page, they’re leaving just as quickly or rarely staying long enough to appreciate your comet tail cursor or listen to the entire midi of Lady Gaga’s “Applause.” Brace yourself, because the fault may lie with you—or at least with the way you’ve set up your page.
Rocking Out the Wrong Way
Image via Flickr by Paul Sableman
If you want to force your customers to click right away from your site, there’s one thing that will guarantee it: loud music. Whether it’s a discordant midi version of your favorite song or the latest brokenhearted ballad, loud music sends people running. Surely you’ve experienced the sudden shock of visiting a page, only to have your speakers blaring at you unexpectedly. People don’t like loud surprises; they’re scary. Remember, this is your landing page, not a rock concert. Read the rest of this entry »
The digital arena is a nonstop, attention-grabbing powerhouse that’s changing the marketing landscape by the millisecond. If your marketing efforts aren’t millisecond-optimized and ready for real-time, then your audience will walk out of the theater before the show is over. To better achieve marketing success on a digital level, here is a basic explanation of real-time marketing and how it’s teamed with real-time analytics to bring your online marketing to new heights, especially on your landing pages.
Real-Time Marketing in a Digital Nutshell
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Online marketing is a tough nut to crack. All idioms aside, it’s also essential for businesses wanting to reach a massive customer base. Because of this, a real-time marketing approach is an effective way to reach audiences on aclose-to-immediate timescale.
Real-time marketing is an inbound approach that relies on social media and other digital avenues to advertise to customers based on potential sales opportunities. The idea of “real-time” comes into play with the delivery of the advertising itself. Read the rest of this entry »
Trying to keep your audience’s attention can feel like trying to herd cats. There are a lot of distractions to compete with, and they can keep your visitors from doing what you’ve set out to accomplish on your landing page. Fortunately, there are a few tried and true ways to not only keep all eyes on you, but also convey the message you’re looking to share.
Do Give Your Audience Something For Free
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This may be a difficult pill to swallow, but it’s a powerful tactic. What and how much you give away is your decision, but if your audience doesn’t know what they’re getting in to, they probably won’t be willing to stick around and gather more information, or more importantly, they probably won’t be willing to purchase anything. Read the rest of this entry »