An email marketing campaign is one of your greatest marketing assets. However, it can also easily become your biggest folly. These campaigns walk a fine line, and it’s important to understand the things you can do to completely ruin your marketing campaign so you don’t make these fatal mistakes.
1. Generic Forms
One of the worst things you can do with your marketing campaign happens before you even have anyone to send emails to. If you have a generic email capture form, your website users won’t get excited. People see dozens of web forms every day asking them to sign up now or submit information. When these look the same, say the same things, and don’t have anything interesting, people tend to glance over them as if they weren’t even there.
You need to do something great with your email capture form. It needs to catch your visitors’ attention. Otherwise, they’ll likely look at the form, and not even process that it’s there. Along with this, you need to make sure that your form is in an easy-to-see spot. If your visitors don’t see it, they won’t be filling it out. Read the rest of this entry »
CAPTCHAs are a pain in the butt to figure out sometimes. Everyone has problems with them at one point or another. But, as a business owner, you need to decide if they’re worth the customer frustration. The point of a CAPTCHA is to keep out the spam. It’s a noble idea, but does it come at a loss?
Why Use CAPTCHAs?
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CAPTCHA is a word, phrase, or string of letters that website users must complete when filling out online forms or creating accounts. They’re meant to ensure that only real people can fill out web forms or create accounts. Websites that offer polling, blogs with comments, and even online stores all receive spam accounts. These accounts are typically owned by robots or bots.
Bot accounts aren’t created by real people, and they’re typically used for a malicious intent. For example, a bot account created to comment on a blog post is likely going to link back to a third-party site owned by the bot creator or a link containing a virus. CAPTCHAs cut down on bot-created accounts. Read the rest of this entry »
If you have a landing page, you obviously want it to boost your conversion rate. Whether you’re giving away a free e-book or selling a product, the goal is to get the customer to the next step. There are some elements that your landing page needs to have to help with your conversion goals. Here are nine must-haves for landing pages that convert:
1. Unique Selling Proposition
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What about your product is going to excite your customers? Ask yourself, why should they buy from you? Your unique selling proposition, or USP, is the most important part of your landing page. What sets you apart from your competition? Make this the most prominent element of the landing page with an easily identifiable message. So, what exactly is in a valuable USP?
Consider a header that tells your customers what they’re getting. You want to quickly and efficiently let them know the selling point of your product. In many cases, the USP is also a company’s slogan. Read the rest of this entry »
Your website is converting well. You’re making sales, and things are going great. However, did you know that by simply taking a look at your analytics, you may find that there are things you can do to improve your site’s conversion rate even more?
1. Cart Abandonment
Image via Flickr by Todd Barnard
Why do you need to track cart abandonment? This will help you understand if there is something wrong with your checkout process. If a lot of your customers are not continuing through the checkout process, you may need to take a closer look at this. Is your checkout too long? Is your shipping too high? Tweaking your checkout will help increase your conversion even more. Read the rest of this entry »
What’s a sales funnel? A sales funnel is a basic term to help identify the sales process. Like a funnel, it is wide at the top, with all sorts of leads, including unqualified prospects. These are people who could benefit from your product or service, who you have never talked to. From there, the process filters down the funnel to end at those who have received your product or service and actually paid you for it. However, many sales funnels have gaps and holes. Let’s address a few common mistakes.
1. Bad Lead Generation Forms
Image via Flickr by Mace Ojala
One way you’re probably losing out on sales is simply because of a bad lead generation form. Take a close look at your form. Make sure that you’re not asking for too much information. No one wants to sit and fill out a form for ten minutes. In addition, it’s important that you’re not asking sensitive or information. If you wouldn’t want to give out the information asked on the form, don’t expect others to. Read the rest of this entry »
Have you noticed a drop in the number of email captures you get? Sometimes you need to change things up with your email opt-in process to increase this number. When you’re considering your email captures, there are a few things you can change on your landing page to help ensure you get a better email capture conversion.
1. Registration During Purchase
Image via Flickr by Rob Enslin
One of the most effective ways to ensure email capture is to ask visitors to register when they purchase something from your website. The customer is already engaged in your site and product, and will usually fill out the registration form. In fact, one study shows that registration during purchase has a 58 percent effectiveness for those who use it. Whether you require registration to buy, or it’s just an option, you’re going to get more email addresses with a registration form at this point. Make sure to test a checkout process with vs without registration so you know this doesn’t have a negative overall effect! Read the rest of this entry »
You want to optimize your landing page, but you don’t have a lot of time to do it. Did you know that there are many tactics that take ten minutes or less that can increase your conversions and help your page ranking? Get your landing page in top condition with these tips.
1. Add High Quality Images
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Let’s be honest, no one wants to visit a site that isn’t visually appealing. One of the best things you can do to optimize your site is add a few high quality images. You don’t want to have too many images, but make sure that you have enough to break up your text. The exact number of images you should have on your page depends on the amount of text you have. If you only have a few paragraphs, one or two images works. However, if your landing page is long, having more images is ideal. Be careful not to use too many large sized images, as you don’t want to affect your site’s loading speed. Read the rest of this entry »
If you want your landing page to convert, you need good copy. Bad copy isn’t going to inspire anyone to purchase your product and can even drive people away from your site. So, if you really want to make sales and get conversions from your landing page, follow these 10 copywriting commandments that are essential for good landing page optimization.
1. Thou Shalt Call Thy Visitors to Action
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Don’t be wishy-washy. Tell your visitors exactly what you want them to do. One of the most important things about website copy is that your call to action is consistent, strong, and most important, present. Too many website owners don’t want to feel like they are pressuring visitors, so they leave out the Call to Action (CTA). If you do this, your site won’t convert as well. Read the rest of this entry »
Have you ever been in a meeting when everyone started throwing around acronyms? It gets a little confusing. Since many of these acronyms are either interchangeable or similar, that makes it even harder to follow. Let’s try to decode some of the most notorious marketing acronyms.
1. AOV – Average Order Value
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Averages are all the rage in marketing and sales. When you know your average order value, you can state this in marketing letters, inquiries, and more. Of course, knowing your AOV isn’t going to tell you what’s wrong with your site, but if your AOV is low it can help you realize if you have some work to do. Read the rest of this entry »
Did you know that your site’s design can help or hinder the site’s conversion rate? The way your site looks will determine whether or not someone stays on the site long enough to make a purchase. So, if you’re having trouble with your site conversion, you may need to make some changes to your design.
1. Review Your Colors
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Take a look at your color scheme. There are a lot of color options, and it’s possible that your colors are keeping people away. There is a psychology to color, and you need to make sure that your website is projecting the correct feelings. When considering the colors on your website, take a look at the background colors, accent colors, and font colors. Read the rest of this entry »