[Case Study] How We Grew Our Client’s Revenue To $1,100+ Per Day For An Untested Info Product

Source: https://www.autogrow.co/case-study-info-product-1100-sales-per-day/

I’m Mariana, AutoGrow’s quality assurance expert.

What does Tesla’s Model 3 and an online Master Class have in common?

At first guess, “uh, nothing?” you would think.

But surprisingly, both the car and the class were sold before even being created and generating LOTS of sales in the first days of pre-orders.

Tesla generated just shy of $14B of sales before they even began manufacturing the vehicle. 

(That’s “B” as in Billion by the way… and sales as in pre-sales)

And we at AutoGrow, this month generated over $1,100 in sales per day to one of our clients in less than 7 days selling an online class that didn’t even exist (and with limited social proof for that reason). 

Not too bad, right?

And because there is nothing better for credibility than a real-life example, in this article I’ll show what we learned from this simple launch of an untested info product case study so you can launch yours and boost your sales.

Let’s dive in to it…

Selling A Product And Then Launching It

Ok, so first things first. 

How do we sell a product that we don’t even know what it looks like? 

Selling something that hasn’t been created yet can be risky, sure. But for the AutoGrow team, it wasn’t much of a problem but a challenge

Launching the untested info product actually made me think that the best way to find out if a product has a real market is to sell it first and build it second. Just like we did.

For you to better understand what we did, a client with an existing business that is actually doing pretty well signed up recently for our Done-For-You Sales Funnel Service

And by the way, when I say they are doing really well is because they are making $1M+ in Annual Recurring Revenue (ARR). 

Well, this client that we will call John because he prefers to stay in anonymity, wanted AutoGrow to do a test launch for a new online class they were coming up with as part of the funnel that we’d build for them. 

It seemed like a risky thing to do because the class didn’t even exist, we didn’t know how well-accepted it was going to be in the audience, and we didn’t even make market research. 

The client just wanted us to quickly create a funnel for them no matter what.

So the odds were against us but we accepted the challenge. 

How can we overcome those obstacles in order to drive thousands of dollars in sales for this client?—we all wondered when our Funnel Strategist started creating the Funnel Strategy Blueprint for the client.

But we just worked, sold, and LAUNCHED.

Key Ingredients That Made This Case Study’s Funnel Work

There are high money-points of leverage on your website and funnel. And by tweaking those essential elements, your leads and sales can boost immediately.

Now I will walk you through some of the key ingredients or elements of the funnel we created for John’s business. 

I’ll use as a reference AutoGrow’s The Inbound—Actually Gets Results—Info Product Sales Funnel that is proven to convert. This will help you visualize the steps and tactics we used prior to launching John’s funnel.

These are some of the key ingredients that made this case study’s funnel work:

  • Inbound Traffic: We decided that the primary traffic source for this funnel would be the client’s email list to begin with, and then Facebook ads.
  • Lead Magnet. This is what gets people into your email list, but in this case, we were launching the funnel and selling the class to the client’s existing list (100,000+ contacts). We started by framing the online class as an event. We promoted it via emails and said that the class would begin tomorrow. For the first of the 8 emails sent, 5 people enrolled and the first sales came in—$995
  • Sales Page. Another key ingredient that made this client’s funnel work when we launched it was the sales page. A landing page is what makes or breaks a funnel so we basically redid John’s. We added scarcity to the sales page by prominently saying that the doors to join the online class were closing soon. This is because we have a natural fear of missing out things and we fear losses more than potential gains.

Also, scarcity can translate to 24.5% revenue uplift as it happened in this one case study from the 313 analyzed in the Proven Sales Conversion Pack

We also included an animation with the countdown timer to drive more attention. As a matter of fact, timers on landing pages can uplift sales by 10 and even 300%. People simply don’t want to miss out on events when you make the date, time, and time remaining clear for them. Introducing scarcity makes potential customers pay more attention to evaluating your offer, especially the closer to the expiration date they are. 34 people enrolled in the class in less than 7 days, and we actually saw a conversion spike closer to the deadline (more on that later).

  • Checkout Page. This is a key point of leverage. Even though we didn’t create a new checkout page, we used the one the client already had and it converted.
  • Upsell. An upsell is an offer on top of an offer that has already been made and accepted. The upsell page we set up for this class was crappy, it had too much text. 

It was a last-minute add-on, and we even added a random video redirecting customers to another website as part of the upsell but it actually BOOSTED sales by 7% and it only took us 30 minutes to set it up.

  • Copywriting. For writing the copy we had to get the right tone for this business’ audience. It was a very specific market. It seemed pretty difficult to get the right tone but our copywriter nailed it and the client loved it. 
  • Design. Web design amplifies the copy and the whole website. We used real photos of the client—not stock photos. Photos of him and his family (including his baby daughter) brought a lot of authenticity to the page. In this example from one of the 313 case studies analyzed in the Proven Sales Conversion Pack, you can see how by removing the image of a webinar host and adding one where he is holding a baby, actually increased his webinar sign-up rate by 66%. Personal photos sell.

A study conducted by the University of Winnipeg in Canada, up to 90% of a person’s assessment on your website is based on colors alone. And that’s another tactic we used for John’s sales page design—high contrasting colors. 

  • Email Sequence. A recent article from HubSpot noted that 35% of email recipients open an email based on the subject lines. Our subject lines communicated urgency—“the class begins tomorrow”, “enrollment ends soon”, “doors close tonight at midnight”. We filtered the people who didn’t open the emails and sent them only to the ones who had opened the previous ones. We appealed to people’s fear of missing out because fear of loss is powerful. See in the example below how FOMO increased the number of people opting in for this website by 38.25%.

  • Quality Assurance. For us, quality always wins and that’s why we offer to clients a triple check guarantee for our Done-For-You service. For this client, we made sure everything was polished and ready to be launched. Everything was perfect until… an error went live. Huh! So annoying! The last email sent reminding people to enroll in the class said “15 hours left until the master class closes” and there were really 3 hours left. This error went live because there was a last-minute change in the subject line and the email was not QA’d. But we took that “incident” into our favor. There was actually a spike in last-minute sales on that day, especially in the morning. So, since we said there were 15 hours left, we decided to keep the doors open longer and there was a rush of extra sales. BOOM! 8 people enrolled and $1,592 came in. 
  • Use of video (interviews). 

Check out our

Sales Funnel Diagram Pack if you want to create a successful sales funnel faster. This pack of 28 diagrams​ comes with strategy videos and editable funnel diagrams that you can copy and edit on Google Drive.

Lessons Learned

We learned from that mistake that everything needs to be QA’d because quality assurance can simply boost your conversion rate instantly.

Conclusion

If you really want to move people through your sales funnel, SHOW them why you’re the best. You can grow your revenue with an info product even if you haven’t tested it or done market research. 

Keep in mind that there are high money-points of leverage on your website that by tweaking them, they will BOOST your sales. You just need to unlock them.

Go step-by-step through your sales funnel—landing pages, copywriting, design, quality assurance—all play an essential role in your business. So do not underestimate any!

And if you need help launching an untested info product like John, just reach out to AutoGrow

I hope this article encourages you to LAUNCH.

Now tell me something, which tactic do you think will work best for boosting your sales and why? 

Let me know in the comments below.

And by the way, congrats! I’m confident that after reading this article, you will be launching soon your info product even if you haven’t created it yet.

And if you don’t want to lift a finger, just let AutoGrow do it all for you!

Keep funnelin’, stay focused,

Mariana

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Why has Online Shopping Become so Unpleasant? CRM Pros, You’re Missing the Target

Source: https://postfunnel.com/why-has-online-shopping-become-so-unpleasant-crm-pros-youre-missing-the-target/

I’ve worked in the CRM realm for many years, and it sometimes feels like most CRM organizations and professionals are still dipping their toes in the shallow end of the pool. As teenagers, they are more excited about features (quick fixes) than substance.

It may sound harsh, so let me explain. A few months ago, I relocated to the UK with my partner to head Optimove’s London office. One of our favorite aspects of the move was that we decided not to bring most of our belongings with us, mainly our furniture and odds and ends. We thought we’d enjoy shopping in the best stores London has to offer – strolling down the city streets, visiting the markets and discovering hidden places. But one thing we didn’t take into account was the fact that in all this relocation stress and piling workload, we wouldn’t have the time nor the will to take the tube to Shoreditch at 7 PM to check out the latest posh and stylish home design stores. What we did have is an hour on our computer late at night, in our jammies. This became our routine for the first few weeks in London; Work, work and more work, followed by a quick dinner and an hour of browsing and purchasing online before bedtime.

The one thing I can tell you for sure after this experience is: Online shopping has become annoying, stressful, and unpleasant. What happened?

More from PostFunnel on Optimove Insights:
You Can Have it in Any Color You Want, as Long as it’s Black
5 Festive Tips to Celebrate Your Customers’ Birthdays
Why CDPs Fail: A Tale of Three Unfulfilled Expectations

Whenever I take off my marketer hat and become a fully-fledged consumer again, I encounter multiple faux pas on a daily basis. What should have been common practice by now—like cart abandonment emails and (the sometimes so annoying) registration popup—is ignored. Many companies aren’t utilizing these popups to show customers what they’re missing out on, the newest deal, or remind them about that item they left all alone in their cart.

Inside the Amazon world

You’ve probably read many words about how Amazon’s changed the way we shop nowadays. It’s so easy to put your trust in a company that became the world’s most valuable brand by putting customers’ needs first. Former Amazon executive, John Rossman’s book, Think Like Amazon, provides 50 ½ tips on how to succeed in the digital age. The main idea that caught my eye was about the importance of creating ‘customer obsession.’ Everyone in Amazon is expected to be obsessed with knowing about and enhancing the impact of what they do for the customer. CEO Jeff Bezos announced this in a letter to shareholders back in 1997.

Yes, Amazon is great, but what can a consumer do when he’s passionate about buying directly from a vendor to support small, local, artisan business and their owners? And what can you do when the online shopping experience from such business is far below the Amazon standard? Brands must acknowledge that the game has changed. We’re now leading with a data-driven, relationship marketing approach. A brand without Amazon’s resources competing against the competition? That’s no excuse! Very few have those kinds of resources. But a better customer experience doesn’t have to start with an overly zealous obsession, it works using something much more basic – like insisting on a customer-data mindset.

Let’s refer back to my first few weeks in London. Some of you may read this and say, well, empty cart notifications, pop-ups for registration, that’s Marketing 101. Perhaps. But it’s still common practice. And there are more. Here are the top 5 blunders that caught my eye.

  1. Data is still not connected

Remember “connect the dots”? Customer experience depends on it. I had a couple of bad experiences that resulted in calling Customer Support to return and refund my order. It seemed no one informed the CRM team they had an unhappy customer. There’s no better way to lose customers than by sending them a promotional email right after they finished a long call to complain about the product, or send them an email congratulating them on their purchase the day after they returned the merchandise.

Brands need to understand that customer success is part of the CRM and customer journey, the customer success communication shouldn’t and mustn’t, be siloed.

  1. Browsing should be a breeze

It happens to all of us when we walk into brick-and-mortar stores. Right away a sales associate approaches you and asks if you need help. But imagine walking into that store, and before asking if you need help, they offer a discount for registering to their loyalty program. Immediately on the spot. Sounds a bit weird, right? There’s a reason this usually comes up during the payment phase. Why should it be different online?

I always like to visualize my journeys with online shops as if they were physical stores. If you think about it, what works for you in real life will work online as well. You don’t want a person to pop up 10 seconds after entering a store with a discount offer, right? Then you won’t like experiencing this interaction on a site as well.

If you are using pop-ups on a website, make sure to use them wisely and avoid interrupting the customer experience.

  1. All Messages Unite

This happened so many times I can’t even count. Even though I browsed from the same laptop each time and never cleaned my browsing data, the social media ads I was targeted with didn’t match the email content. Neither were aligned with my purchasing. Multichannel marketing is a term everyone in this business takes for granted, but it’s still a challenge for many brands today.

By using multiple channels, marketers maximize the relevance and value of customer interactions, but this needs to be done in a coherent, unified way.

  1. Special Offer Strategy

Discounting can be a great way to start a conversation with a customer. But discounts should serve a larger purpose. Always consider the target customer. When you discount a customer’s first purchase, it affects their future interactions (and transactions) with your brand.

We found that customers who purchased something discounted by 5% to 20% are likely to return to the brand in the future, but larger discounts of 30% or more, tend to bring in what we call ‘cherry pickers’ – especially during the holiday season. These customers won’t return for items unless they’re discounted, which means, big deals can have a negative effect on the buyer. So, when discounting, even when competing with giants like Amazon, be strategic and don’t sell yourself too short.

Large discounts may lead to a one-off sale, but they’re less likely to provide a source of long-term revenue. Always consider how this will affect the customer’s purchase propensity and their relationship with the brand.

  1. SAVE MY CART!

This is a one-liner: Always, always save the items a customer placed in the cart. It’s not just a matter of basic convenience and UX, it’s also a good conversation starter. I still own a car keychain to a car I don’t drive, because the “CEO” (No, I don’t fall in these traps), sent me a $2 coupon with a cool refreshing email reminding me to complete the purchase a minute after I abandoned the cart. And when I went back, this coupon code was already in place, I just needed to click. And I did. Need some email tips to remind your customers about their abandoned cart? Check out this great blog we wrote.

In conclusion

These five meek examples may seem like basic marketing, but they’re way more common than I expected.

There were a lot of simple, yet annoying errors I encountered – like the time I was targeted with offers for women’s clothing, or the time an email was waiting in my other account, one I didn’t share, or just basic mistakes of content marketing – emails that are too long, too scrambled, or too personal.

These days, brands shouldn’t fall victim to such errors when the competition for every customer is fierce, and consumers expect the best possible experience. Granted, not all brands are Amazon, but it shouldn’t prevent them from embracing the same line of thinking – always aspiring for a better relationship with their customers.

Retail Pulse

The post Why has Online Shopping Become so Unpleasant? CRM Pros, You’re Missing the Target appeared first on Post Funnel.

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Take Notes: This Is What Retail Marketers Can Teach Us About Subscription Churn

Source: https://postfunnel.com/take-notes-this-is-what-retail-marketers-can-teach-us-about-subscription-churn/

Despite proclamations of its rapidly approaching demise, retail is still very much alive. Only 14.3% of sales in the US last year were eCommerce-based, despite the overwhelming prevalence of smartphones and web technologies.

While retail certainly hasn’t gone extinct, it is facing some of the highest churn rates of any industry. One Statista study found that the average US retail customer churn rate in 2018 was 27%. For hybrid retail-eCommerce solutions like subscription boxes or meal kit services, churn can increase to 40%. What’s more, retailers often struggle to measure churn due to the unreliable nature of drop-in customers. Yet retail persists, thanks to effective churn-reducing strategies.

Reduced subscription churn ultimately improves customer retention across both retail and digital marketplaces. What’s more, the latest trends suggest that high retention is an important indicator of future success. So, what lessons can retail marketers teach us when it comes to combating churn?

Get Proactive About Reducing Churn

Instead, physical retail focuses on identifying customers likely to churn and attempts to address pain points before the relationship ends. One excellent example is this SSRN study, which generated a 3% revenue increase and 6% churn reduction using proactive retention management techniques.

Proactive management may be an emerging science, but it’s one with well-documented benefits — just look at the oft-cited Bain & Company study showing that acquiring new customers is five to 25 times more expensive than retaining old ones. Potential VIP customers are great assets, which is why HubSpot suggests you start “leaning in to your best customers.” After defining a core customer group with high potential lifetime value, marketers can offer incentives that appeal to them. This strategy offers a higher ROI than broad discount sales which reacquire lapsed customers for a brief time.

Account for Customer Behavior Patterns

Subscription churn metrics can also provide insight regarding digital churn. Currently, consumers are unsubscribing from HBO en masse because Game of Thrones ended, but many will re-subscribe in a few months to watch other shows. In retail markets, this is referred to as purchase frequency or a re-buy period. A customer’s re-buy period measures the length of time before they return to a retailer for another purchase — a key consideration in the fashion and furniture industries.

Understanding a customer’s purchase frequency helps marketers understand when or how often a ‘seemingly-churned’ customer will return. If they are only interested in a service during certain periods or for a specific purpose, a new subscription model can be tailored to retain that customer over the long term. It may also encourage businesses to offer additional or more frequently released content to nudge customers to maintain their subscriptions.

Meet Customers Where They Are

One key retention strategy in modern retail is catering the journey for customers. Offering a unique experience — be it physical, emotional, or mental — typically convinces customers to return to your store. This goes beyond simple branding — as customer service consultant Micah Solomon noted, “Customers almost wholly lack awareness of, or interest in, your other customers and your other priorities as a company.”

It might sound odd to data-focused professionals, but this isn’t mysticism — data and personality science of a psychological approach to marketing. Retail marketers are masters of crafting specialized in-person experiences which generate critical mass through local relevance and word-of-mouth advertising. This local relevance takes time to establish and represents old-school marketing methodology, but it’s a practice with great results.

Physical businesses serve as examples for simple, localized messaging. Simply knowing which holidays customers celebrate is valuable for retail brands as they plan peak purchases. With enough insights, marketers can get even more specific. For example, most Americans don’t see a lot of advertisements for defense contractor Raytheon, but they will when accessing the internet around the Pentagon or when traveling on Washington DC’s metro lines — locations guaranteed to house defense establishment officials and contractors.

Build A Customer Experience

The head of marketing at Google Canada, Fab Dolan, shared this insightful quote on how retail and eCommerce relate to one another: “The brands that are winning are the ones that understand and own the fundamental interplay between experiential and transactional.” In other words, a customer’s transactions with a brand are associated with an overall experience. Physical retailers with a deep understanding of their customers can shape the experience into something that’s worth coming back to.

Cosmetics brand Lush is just one of those companies winning by providing catered experiences. Lush has a strong product narrative, customer service that gently educates consumers, and catered in-store experiences that encourage them to linger and sample products. These experiences pushed Lush’s sales into the billion dollar range using little more than word-of-mouth marketing, reaching 1.3 billion people in 2017. Lush’s strategy is simple but effective: encourage shoppers to return by providing an experience they’re excited to share with others. Every product they sell has a story, and one of those stories is bound to hit home with a customer.

Adapting catered strategies to digital subscriptions isn’t always obvious or simple, but it is possible. Consider BARK’s journey to profitability. Where other subscription services have faltered, BarkBox sends subscribers a curated selection of dog toys, treats, and foods from a variety of brands each month.

Each BarkBox is more than a random scattershot of new items, however. Subscribers are encouraged to send in feedback about the toys, rated by whether their dog likes them — data which feeds back into customizing future packages. Each month’s box also delivers a narrative theme like “fairy tales” or “high school” using unique branding, tags, clever newsletter copy, and themed illustrated wrapping paper on the interior. If nothing else, it’s likely that BarkBox’s marketers have succeeded in earning word-of-mouth marketing from people explaining why their dog has a squirrel lunch lady as a squeak toy.

Don’t Forget the Basic Lessons of Personalized Marketing

To survive in an increasingly competitive market, retail businesses are innovating and reimagining the basics of customer service. Their techniques are perhaps less obvious compared to eCommerce-driven strategies, where the majority of marketers are more familiar with data-backed digital techniques. But while data analysis is certainly important, the classic lessons of retail-driven customer experience still carry value in digital spaces. According to one McKinsey poll, 28% of subscription box customers claim that a curated, personalized experience is their primary reason for subscribing. Satisfying this customer need reduces churn and makes the subscription box field viable in the long term.

“The customer is always right” might be a worn-out idiom, but it still highlights an important truth: customer-centric strategies can reduce churn, increase retention, and maximize performance for marketers across other metrics. Putting the customer first in terms of brand identity and the user experience is a crucial step to building a successful business — be it physical or digital.

The post Take Notes: This Is What Retail Marketers Can Teach Us About Subscription Churn appeared first on Post Funnel.

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12 Conversion Techniques Of a (Just Launched) Successful Landing Page

Source: https://www.autogrow.co/conversion-techniques-landing-page/

I’m Alex, AutoGrow’s copywriter, and I wanted to ask you a question…

Remember playing with Legos when you were a kid? 

You’d bring home that box full of pieces banging against each other, pour it all out onto the floor, and step back and think…

How the heck is this going to turn into a spaceship?

But then you’d get to work—separating the similar shapes into their own little piles, stumbling across that really weird piece that you thought had no place in a spaceship. 

Then step by step, you’d begin putting all those strange little pieces together. And little by little, they’d start to form shapes and structures you actually recognized—the rocket boosters, the cockpit, the main hull with that awesome little claw built in that you could move around and grab stuff with.

And then you’d take in the full glory of your creation, the thing that you built all by yourself. 

Nothing and no one told you how to play and have fun with your creation—to use it for its true purpose.

Now, playing with Legos and creating landing pages may not have much in common to the naked eye, but… 

There are plenty of resources out there that tell you exactly which pieces you need and where they need to go—the essentials. But just because you have all those pieces put together, it doesn’t mean your landing page is going to get the conversions you’re after—its true purpose.

That’s why today I’m showing you how to give your landing page a conversion boost. 

I’ll be sharing with you 12 highly-effective design and copywriting techniques with real examples of a landing page we created for one of our Done-For-You service’s clients, Hardnut Advertising. 

But before getting into the nitty-gritty of it all, let’s cover the obvious points first.

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The Basics: Downright Necessities For Landing Page Design & Copywriting

If you want to create a landing page that converts, it should have essential elements for the copy and design. They’re the bottom tier, the foundation, the basics

But surprisingly, we see a lot of landing pages out there that (somehow) still miss those basic elements. 

So just to be sure, all of our bases are covered, below are the basic elements that should be included in every landing page you create. 

Design

  • Margin consistency throughout
  • Font color doesn’t lead to copy blending into background
  • Font size and type consistent throughout (i.e., headers match headers, body copy matches body copy, etc.)
  • CTA buttons are the same color, size, and shape
  • All links and opt-in forms actually WORK

Copy

  • Zero grammatical errors
  • Style is consistent throughout (i.e., Oxford Comma, when to write numbers out or not, publication title styles, etc.)
  • Language makes sense (i.e., no mixed metaphors, no bungled sayings, no misused words, etc.)
  • No offensive language (…to a reasonable degree)

Alright, now that we’ve got the basics out of the way, let’s jump into the subtleties of creating delightful design and killer copy for high-converting landing pages.

Design

Eye-catching and user-friendly design is critical for any high-converting landing page. It’s the very first thing that your visitors notice. 

And if you don’t spend the extra effort making your page’s design pop and work well, that can lead to your prospects going in the wrong direction. 

The team and I actually spend a lot of extra time getting all clients of our Done-For-You service design just right. But now I’ll share with you some of the highly-effective design techniques we used to boost Hardnut Advertising conversion.

And here’s how we did it.

Design Point 1: Make CTA Buttons Big, Bold, & Above The Fold

We’ve talked quite a bit about all the different elements that go into making an irresistible CTA that captures leads. And on this client’s landing page, we used those same tactics to create highly clickable CTA buttons that actually turned prospects into leads

First and foremost, there’s the color

The light turquoise of the CTA buttons throughout the page pops every time you see them. There’s no other section where this same color is used, making it stand out all the more. 

Then there’s the placement

The very first CTA is placed above the fold–no scrolling down needed. This makes users be immediately enticed to interact with the content. 

This CTA button in particular just brings users down the page so they can learn more about Hardnut’s services. But even still, it draws the eye and is a powerful way to keep visitors moving through the content.  

Show Me The Proof

CTA button placement, shape, and visibility all come into play with conversion rates. 

Here are some interesting stats to keep in mind when designing your CTA buttons. 

  • Making CTAs look like buttons created a 45% boost in clicks for CreateDebate according toCopyblogger.
  • Reducing clutter around Open Mile’s CTA button increased their conversion rate by 232% according to VWO.
  • Placing multiple CTA buttons within a page rather than just one boosted Fulcrum Gallery’s conversion by 20% according to Invesp.

Design Point 2: Use Clear Fonts & Colors

When it comes to font type, size, and color, the first goal is always clarity. 

There’s room for personality, sure. But if your audience can’t make out a word, even for a split second, it could end up driving them off your page for good. 

That’s why our designer chose a crisp and clear font that’s accentuated by high-contrast colors. 

See how the white really stands out against the black background in the screenshots above? That makes it much easier for visitors to take in the meaning of the copy quickly and effortlessly. 

Plus, it gives Hardnut Advertising a sense of boldness that works well in the marketing industry.  

Show Me The Proof

Font legibility is highly important when it comes to conversions. One case study from ClickLaboratory showed that a simple switch from 10pt font to 13pt font led to the following dramatic changes for Numara Software:

  • A 10% decrease in bounce rates
  • A 19% decrease in site exit rates
  • A 24% increase in pages viewed per visit
  • A 133% increase in form conversion rate

Design Point 3: Keep Design Elements Consistent

Keep your design elements consistent.

CTA buttons, headline and body fonts, colors and themes–all should maintain their own individual styles throughout the landing page. 

In this example, CTA buttons remain blue to the end of the page and have the same call-to-action text on each (except for the secondary CTAs like “Learn More”).

Fonts only jump from black or white depending on the background. And besides the testimonials, they never change styles. 

On top of that, brands should have consistent styles and themes across platforms as well. Emails, landing pages, lead magnets–all should use the same branding colors and themes. Doing so helps reduce confusion and build stronger brand recognition. 

Show Me The Proof

Design element consistency across your landing page helps build a stronger brand. According to Lucipress

  • Brands that are consistently presented are 3 to 4 times more likely to experience brand visibility.
  • The average revenue increase attributed to always presenting the brand consistently is 23%.

Design Point 4: Incorporate Design Elements Smoothly

A well-designed landing page isn’t just a bundle of design elements thrown together haphazardly. Why? Because that doesn’t sell your product

It’d be like turning over a box of loose Legos and expecting them all to click into place as a pirate ship or a police station or the millennium falcon. It just doesn’t work like that.

Instead, each element has its own place that’s in-line with the other elements around it.

Images are evenly spaced to give the copy enough room to breathe. Chunks of copy and corresponding images are sectioned off from other blocks of content. 

And quotes (like the one pictured above) blend with the background enough to not take away from the copy but stand out enough to make an impact.

Show Me The Proof

Attractiveness is key for creating a well-designed landing page. And the more smoothly you incorporate design elements like quotes, pictures, and logos, the more attractive it will be. 

Design layout matters. And here are some stats that prove it. 

  • If the content on a website is unattractive in its layout or imagery, 38% of users stop engaging completely. (Adobe)
  • Customers who have an unpleasant experience on your website are 88% less likely to return. (Gomez)
  • 48% of people cited that a website’s design is the No. 1 factor in determining the credibility of a business. (Blue Corona)

Design Point 5: Use Badges & Brand Logos

There are few elements of a landing page that convert prospects as well as social proof. Testimonials, user reviews, star ratings–they’re all great ways to add credibility to your business and get your leads clicking that sweet, sweet CTA button. 

And when you’ve worked with big companies like Hardnut Advertising has, one of the quickest and most space-efficient ways of communicating that credibility is by including a strip of recognizable brand logos of past clients.

There are plenty of written testimonials peppered throughout the copy too. But popping in a strip of brand logos of former customers is a great way to catch the eye of visitors. 

Show Me The Proof

Trust badges and big-name company logos are quick ways to establish strong social proof. They’re basically saying “These popular brands trusted us, so can you.”

Placing the logos of business customers on a website can create massive conversion boosts–up to 400% according to Conversion Rate Experts.

Taking advantage of trust badges (especially ones that involve transactions) can be also huge. 

And as a matter of fact, Blue Fountain Media saw a 42% increase in sales after adding a VeriSign Trusted badge to their quote page.

Design Point 6: Optimize for Mobile

There’s nothing more frustrating than seeing a good, solid company completely ruin their online experience by neglecting mobile optimization. 

Without a mobile-optimized page, words would be running into images, images would be running off the screen, and visitors would be running to the competition in no time flat. 

But now, look how clean it comes through on a smartphone (see images above)!

One more thing: be sure to optimize across phones, tablets AND laptops too.

Show Me The Proof

More and more, mobile is becoming the preferred way to view websites. Here are some stats from Invesp that show just how important mobile optimization really is. 

  • Mobile commerce now accounts for 23% of all online sales.
  • 55% of purchase-related conversions occur within 1 hour of initial mobile search.
  • 43% of consumers are unlikely to return to a slow-loading mobile site.
  • 40% of consumers will turn to a competitor’s site after a bad mobile experience.

Copywriting

If design is the face of your business, then copy is its voice. A smooth and eye-catching design can certainly keep visitors from hopping off the page due to discomfort alone. But copy is where you actually sell your service or product. 

Here’s how we made our Hardnut Advertising copy convert rather than fall flat. 

Copy Point 1: Write w/ Crystal Clear Language

Like design, the first rule of writing effective copy is clarity. 

And in fact, it’s a problem that we struggled with when we started writing the copy for this page. 

Our first published version wasn’t getting close to the conversion rate we were hoping for. And after taking a closer look, we determined that the copy was the problem–it just wasn’t clear enough. 

Part of the issue was the way we were trying to present Hardnut Advertising in the first place–as a more upscale, boutique creative branding agency. And that led to us trying to be more subtle with the wording as you can see by the first screenshot above. 

But with our re-write, we took a much clearer approach to what Hardnut Advertising does. They help clarify your brand messaging so you can improve your lead generation and attract the right customers. Simple. And that’s what we put in the headline. 

Lessons learned: 

  • Language should be straightforward. 
  • Sentences should be short and sweet without a whole lot of confusing punctuation. 
  • Paragraphs should be capped at 3 sentences max for easy skimming. 

A great way to check your copy readability is by using the Hemingway App. This page came in at a 7th grade reading level. And in general, you want to aim for below 9th grade for maximum conversions.

Show Me The Proof

This one is backed up by copywriting clout more than numbers. Often dubbed the king of modern advertising, David Ogilvy once sent out a memo to his staff titled simply, “How To Write.” 

And in it, he outlines 10 tips for effective writing. These are some of the tips that apply here. 

  1. Write the way you talk. Naturally. 
  1. Use short words, short sentences and short paragraphs

Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.

The takeaway? Keep your copy clear. 

Copy Point 2: Organize w/ Design In Mind

Another way to improve the readability of your landing page is by writing your copy with design in mind. 

Be conscious of white space and try to unpack bulky blocks of text. Use bullet points frequently to help draw the eye like in the screenshot above. And organize your landing page into copy sections using headers and subheaders. 

It’ll not only make your designer’s job a lot easier to organize the copy. But it’ll also help make it easier for your readers to get the gist of what you’re selling more quickly too. 

Show Me The Proof

According to the user experience researchers Nielson Norman Group, most people will only read about 20% of a full web page. 

Skimming is inevitable. And making the decision to write with eye-catching design elements in mind can help your readers absorb the important points quickly and effortlessly.   

Copy Point 3: Use Visual Language

Injecting visual language into your copy is a great way to keep your audience reading on. 

But even more than that, visual language also evokes mental imagery in the minds of your prospects. When your audience can actually visualize what you’re talking about, they get drawn into the copy. They lose themselves in your words. 

And that can make convincing them to buy all the easier. 

See how the words “perk up,” “watered down,” and “flat-lined” all call to mind very real visualizations when you read them? 

The energetic jolt of “perking up.” The unsatisfying murkiness of “watered down.” The devastation and disappointment of “flat-lined.” 

These phrases were all conscious decisions on the part of me, the copywriter because of the feelings they evoke.

Show Me The Proof

The power of visual language comes from how the mind encodes experiences. 

In an interview with Dave McRaney, Professor Melanie C. Green talks about the power of stories to change people’s minds. 

It’s why so many copywriters use storytelling to increase audience engagement in the first place. 

One element that makes stories so effective, Green points out, involves the perception of realism. When a story is written with visual language, it produces more vivid imagery in the mind of the reader. 

They can practically see the events that are being described in their minds. And that helps the brain encode the experience, make it more real, and ultimately have a greater impact on the reader.

Copy Point 4: Boost Your Credibility w/ Social Proof

We’ve said it before, we’ll say it again: social proof is huge for selling, especially on landing pages. 

Testimonials, customer reviews, case studies, and brand logos as mentioned above–these can go a long way towards making your business look more credible and will help you boost your conversion. 

But there are right ways to use social proof and wrong (or at least less effective) ways of using it. 

One right way was the one we used for creating Hardnut Advertising’s landing page. We used social proof by including pictures of their clients. This helps readers trust the testimonial more because it’s coming from a real-life person. And look! There he is! 

It’s a simple change but it can have dramatic results.

Show Me the Proof

Properly using social proof is a game-changer. Just have a look at these statistics from Hubspot and Boast on how the right endorsements can affect your selling power. 

  • 88% of consumers trust user reviews as much as personal recommendations.
  • 57% of consumers will only buy or use a business service if it has at least a 4-star rating. 
  • For 50% of all consumers, their very next step after reading a positive review about a company is to visit their website.
  • Customer testimonials and case studies are considered the most effective content marketing tactics identified by 89% and 88%, respectively, of B2B marketers.
  • 90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions.

Copy Point 5: Use Reader-Focused Language

Along with being a power word (more on that in a sec), reader-focused language like “you” and “your” makes the landing page more active in the mind of the reader. 

It’s YOUR business, YOUR story. And since it’s YOURS, then this solution is for YOU. 

It’s calling out the reader to engage with the content rather than passively skim it over. 

And on the landing page we created for Hardnut Advertising, we employed this type of reader-focused language a lot. Like “60 times on a 1400 word landing page” a lot.

And that helped create an engaging, high-converting page that holds the attention of leads all the way through. 

Show Me The Proof

Reader-focused words like “you” and “your” are great for driving conversions. 

In fact, they’re referred to in the industry as power words. And they’re used to trigger quick and powerful psychological or emotional responses to copy. 

Some other power words include imagine, because, actually, introducing, guarantee, and free.

Renowned digital marketer Neil Patel even calls these power words “hypnotic” in their persuasiveness. 

“You would never suspect these hypnotic words of holding any power. They are simple, and innocuous. But when you use them consciously and correctly, they can dramatically improve your persuasive power.”

The takeaway here is that power words work. And they’re perfect for landing pages.

Copy Point 6: Follow Proper Pacing Procedure

One of the most effective copywriting techniques out there is the PAS formula: Problem – Agitate – Solution

  1. Identify the problem your audience is suffering from and the pain points it’s causing.
  2. Agitate those pain points. Make the reader understand why they hurt and what’s going to happen if they don’t solve the problem. 
  3. Tadaa! Present the perfect solution to their problem (i.e., your product or service).

It works. It’s why professional copywriters have been using this same formula for ages. And it’s why we used it in the Hardnut Advertising landing page too. 

  1. P) Not bringing in the right customers and got a weak brand? 
  2. A) It’s making it hard for you to build loyalty and keep up with costs. 
  3. S) Hardnut Advertising can fix that for you. 

Simple. Effective. Reliable.

Show Me The Proof

Dan Kennedy has gone down in history as one of the highest paid copywriters of all time. 

His sales letters, scripts, and DVDs reached more than 500,000 viewers in 2015 alone and generated more than $100 million in sales. And at least 100,000 pieces of his direct-mail works travel the country every month. 

He’s also authored 24 published books on the art of copywriting. 

The point? Dan Kennedy knows how to write persuasive copy.

And in his book, The Ultimate Sales Letter, Kennedy lavishes praise on the PAS formula. He says:

“When you understand that people are more likely to act to avoid pain than to get gain, you’ll understand how powerful this first formula is. (…) It may be the most reliable sales formula ever invented.” 

Conclusion

The Hardnut Advertising landing page turned out as beautiful as it was high converting. And it’s due in part to the 12 landing page tweaks I showed you in this guide: 

  1. Make CTAs Big, Bold, & Above the Fold
  2. Use Clear Fonts & Colors
  3. Keep Design Elements Consistent
  4. Incorporate Design Elements Smoothly
  5. Use Badges & Brand Logos
  6. Optimize for Mobile
  7. Write w/ Crystal Clear Language
  8. Organize w/ Design in Mind
  9. Use Visual Language
  10. Boost Credibility w/ Social Proof
  11. Use Reader-Focused Language
  12. Follow Proper Pacing Procedure

Of course, there are plenty of other strategies you can use to boost your landing page conversions. 

But thanks to the actual results we have already seen from the Hardnut Advertising landing page we created, these 12 techniques are without a doubt some of the most powerful. And they’re bound to serve you well too!

What other landing page conversion techniques have you used on your pages?

Which of the ones we shared today were the most helpful? 

Let us know in a comment below! 

And don’t forget to share on Facebook, LinkedIn, or Pinterest to help spread the word to other marketers and entrepreneurs. 

Alex

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How to Build a Multi-Million-Dollar SaaS Business w/ Chris Ronzio Founder of Trainual.com

Source: https://www.autogrow.co/chris-ronzio-trainual-interview/

 

“We’ve got a camera. Let’s just tape anything for money.”

That’s what Chris Ronzio, creator of Trainual said before starting his first business.

In this interview, Chris teaches us how to build and scale a successful 7-Figure SaaS business. 

Trainual is a SaaS tool that helps businesses (especially business owners, founders, and CEOs) streamline internal systems and document workflows so they can escape chaos and turn their business into an efficient machine. 

With a team of 18 people, and after only 19 months in business (well, technically since Chris “took the leap” and decided to focus on app over consulting), Trainual is already making just shy of $3,000.000 in Annual Recurring Revenue (ARR).

Not too shabby, right?

But that’s an understatement because the results are great. Many SaaS apps never make it past a few thousand dollars per month… I had to ask Chris, how’d they grow so darn fast?…

If you are a startup looking for some motivation, or the owner of a business with ambitions to keep scaling, I think you’ll extract a number of “gold nuggets” from this interview with Chris.

Let’s dive in to learn some new ideas on how to build and scale your business…

Key Takeaways: 

[02:56] Chris tells us how he started trading time for money in his early jobs servicing other people and how that pushed him to start his first business.

[03:20] Most successful entrepreneurs dabble in the entrepreneurial world early in life. Chris admits comparing his compensations to his friends’ during his teenagehood, and how his were always higher.

[03:35] He talks about the importance of entrepreneurship and its way to recapturing its value.

[04:45] Chris saw money on making videos. He explains how his early experience working with cameras at school led him to start his first business.[05:23] Even the most inspiring entrepreneurs have early-days dreams. Chris shares his and how wanting to become a sportscaster inspired him to start his first business.

[05.15] He reveals how he was pushed into the training model business and the impact hiring camera operators had in the decision of founding Trainual.

[05:50] Chris reveals the role niching plays in his business and its relevance to the path he took for Trainual.

[08:48] “There is chaos in every business, and if you’ve got opportunity, you’ve got chaos.” He explains the meaning of chaos for his business.

[11:02] He shares the ideas he had for his first businesses and why they were so valuable for other companies.

[17:40] Chris confesses to having suffered from the shiny object syndrome and how he overcame it and focused on what matters.

[17:47] He states that his passion for helping small businesses solve their systems led him to systematize his own offer.

[18:18] Chris explains why transitioning from one business to another is an evolution more so than chasing shiny objects.

[18:25] He shares his passion for building systems for his business and for other companies, and the way of building systems globally for any small businesses.

[19:12] Chris explains how Trainual went from being a tool for consultant clients to becoming a business, and how it has become the solution for businesses who don’t have any training nor any standard procedure.

[22:18] He opens up about how his consulting business made him ignore the opportunity of migrating to a software business.

[30:20] Chris goes in-depth in the evolution of Trainualfrom being an onboarding and training tool to a 7-Figure SaaS platform.

[33:30] He reveals the secrets in Digital Marketing that allowed him to scale his business so quickly and the importance of Facebook and Instagram as huge channels for his business growth.

[41:25] A recommendation Chris gives for hiring people is to network and find people you want to work with. 

Top 5 Critical Takeaways:

[12:20] His response in how to face problems in any business and to not keep repeating them is clear: “write down what you’ve learned, share it with the rest of the team, put it in a playbook, and train the new people on it.”

[31:20] Developing marketing systems and a funnel, and scaling marketing efforts were key to go from making $2,000 monthly in 2017 to $250,000.

[44:00] “The more people you bring in to your company, the more ideas you’ll have”. The biggest challenge Chris has faced while scaling his business is accepting that everything can’t be done at once. 

[47:30] His advice for anyone building a playbook for their business is inspiring: it is never too soon to start.

[47:40] The 3-step process that he applies for Trainual and that applies for any role in any business is clear: learn to do something, do it consistently, and document it so you can delegate it. 

Resources Mentioned:

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Get to Know the 3 Optimove Speakers

Source: https://postfunnel.com/the-2019-postfunnel-summit-lineup/

PostFunnel, this website that you’re reading right now, is a digital publication centered around relationship marketing.

 Well, it’s mostly digital.

This year, we’re continuing the conversation around MarTech, data analysis, customer relationship, content marketing and more – just IRL. Save the date(s), if you haven’t already for October 28-29th, where hundreds of smart, innovative professionals such as yourself will attend the PostFunnel Summit in sunny Tel Aviv.

Formerly Optimove Connect, it’s the 5th iteration of the leading Relationship Marketing conference, and the first under the PostFunnel brand (proudly backed by Optimove). As always, many incredibly intriguing speakers will share tons of meaningful insights with us. Click here for more information and the full list of speakers.

Want to get to know them a little better? Check us out here and on social media, as we share short, personal introductory posts twice a week, leading up to the Summit.

 Kicking off with our 3 house speakers (for logistics reasons, we know you understand :).

Pini Yakuel
Optimove Co-Founder and CEO

Fresh off the plane that took him back home to Israel after three years in NY, this curious, truth-seeking, analytics-driven dynamo brings both sides of the brain to everything he says or does – whether it’s a thought-provoking blog post or a fireside chat, a product initiative or a sales call, and anything in and around business and life.

With an MSc in Industrial Engineering and Management from Tel Aviv University, and two decades of experience in customer marketing, business consulting, and sales, it’s perhaps his passion for innovative and empowering technologies that keep Optimove ahead of the curve more than anything else.

Here he is presenting something he was thinking about “for [roughly] five years”:

Amit Bivas
Optimove VP Marketing

The combination of sharp business skills, creativity, and a keen eye for detail, represents the epitome of Optimove’s software is – the sweet spot where the art and the science of marketing meet.

His BSc in Industrial Engineering and Information Systems, strong background in data analytics and statistics, and leadership skills, make for a unique marketing exec, with extensive experience planning, developing, and executing B2B and B2C marketing strategies from the ground up.

And here’s an interesting presentation he gave. Minus his usual propensity towards printed dress shirts:

 

Yoav Susz
Optimove VP Revenue, North America 

After a career in Public Diplomacy, Product Management, and Law, Yoav found his true calling helping businesses find the best way to engage their customers. Yeah, we didn’t see it coming either.

Yoav holds an LLB from the Interdisciplinary Center in Israel and an MBA from the Stern School of Business at NYU. None of which explains his (sophisticated) British accent.

Check it out for yourself:

The post Get to Know the 3 Optimove Speakers appeared first on Post Funnel.

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Getting Your Webinar Speakers Ready

Source: http://feedproxy.google.com/~r/TheWebinarBlog/~3/ikEUeMuOuoY/thewebinarblog~Getting-Your-Webinar-Speakers-Ready.html

Several years ago, I wrote a blog post where I mentioned that I no longer hold webinar rehearsals. Now I schedule “prep sessions” for the presentation team. The term “rehearsal” was dismissed by too many speakers as an unnecessary time sink. They would inevitably tell me “Oh, don’t worry. I’ve talked about this topic at plenty of conferences. I know what I want to say.”

Getting Your Webinar Speakers Ready

But a prep session is harder to brush off. It implies that there is a need for planning and coordination that goes beyond “mere” (ugh!) recitation of the presentation.

I typically schedule two prep sessions. I shoot for the first one being roughly a week and a half before the live date. I tell my speakers that there will be two goals:



  1. Gaining familiarity with the technology and confirming the ability to login and use audio and video. Even if people say they know the web conferencing platform, I remind them that vendors frequently update interfaces and functionality, so it’s worth a quick review to make sure that everything is the same as they have seen in the past.
  2. Organizing and reviewing content delivery. This part of the prep covers the speaking order, who hands off to whom, the duration of each section, how Q&A will be managed, and ends with a review of draft slides or other materials to see what needs updating and refinement. In the best cases, we do a full run-through (or as close as possible) so the speakers can hear where they are either restating or in conflict with something another presenter says. I can also offer suggestions from the viewpoint of an attendee listening for the first time – where is the flow confusing, where do I start drifting off, how can the speaker improve their delivery technique?

From a practical perspective, I commonly find that presenters treat this too casually. “I’ll be on the road, so I’ll just call in from my car.” Or… “I’m not in the room where I’ll be doing the presentation… Does it matter if I use a different computer and webcam on the day?” “I haven’t completed any of my slides yet… I’ll just listen to what the other people are doing.”

As a moderator or coordinator, you need to be prepared to cope with these kinds of sub-optimal situations. I often find myself booking a one-on-one technology introduction session later with someone who couldn’t make the team meeting.

I aim for the second prep session to be held 2-3 days before the live date. The idea is that it will be a final run-through with the locked-down slides and presentation materials as refined after the first session. If presenters needed to get a new headset or improve their office lighting for video, we can retest their setup. We want to check session timing, smooth handoffs, integration of polls, and audio/video as it will show to attendees.

From a practical perspective, I have come to expect that the team will find things they still want to change on their slides. That’s why we need the 2-3 day buffer… It allows for those final changes to get implemented (and potentially designed/reviewed by corporate) in time. Is there anything more fun than PowerPoint files named “Final2”, “Final3”, and “Final4”??

On event day, all presenters have a calendar appointment reminding them to log in 30 minutes before the scheduled start time for attendees. That gives us enough time to deal with login problems, difficulties with audio/video, and team chat about breaking news they want to touch on.

Quick summary? Stop scheduling webinar rehearsals… Start inviting your team to prepare for webinar success!

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NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

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