7 High-Quality B2B Sales Funnels Worth Studying

Source: https://www.autogrow.co/b2b-sales-funnel-case-studies/

This may shock you to know but…

An apple is not the same as a potato.

Obviously. 

Same thing happens with sales.

B2B sales (business selling to businesses) are very different from B2C sales (businesses selling to consumers). Even if the product or service sold is the same.

Different psychology, different markets, a completely different way of selling.

A B2B sales funnel’s buying cycle takes more time. In fact, according to a research survey from Business2Community, 58% of B2B buyers said their decision process was longer in 2017 compared to 2016. 

B2B sales funnels are simply more value-focused—and less emotionally focused—on how decisions are (theoretically) made.

But how do you construct (and optimize) a B2B funnel that converts?

Well, that’s why I compiled this actionable analysis of 7 B2B sales funnels examples. Inside, we’ll look at:

  • Real-world case studies of B2B sales funnels that have helped increase sales and leads.
  • The simple (and little known) success strategies used by successful companies.
  • And actionable insights you can start applying in a matter of minutes to your own B2B sales funnel.

Let’s slide down that conversion ladder baby…

In a rush? Want to download this article as a PDF so you can easily take action on it later? Click here to download this article as a PDF guide.

 

 

1. Actionable Insight from a Bank Debit Network that Increased Conversion by 139%—GoCardless

One of the Laws of Sales Funnel Physics—the Law of Friction, is key in the success of this case study.

This law states that that which is free from distractions or extra work is more likely to convert. 

The more you can eliminate or reduce extra work on the part of your prospects, the easier they’ll move to the next stage of your funnel. And eventually, the easier it will be to get them to buy what it is you’re selling. 

Often, business owners don’t realize the potential customer’s goals. They ignore how certain elements on their website are blocking these customers from buying.

But when friction is minimized in your landing pages, and a user’s goals are made easier to accomplish, conversions simply spike.

And that principle is what made the conversion increase for GoCardless possible.

They reduced friction by letting their site’s visitors access the video they wanted to watch as soon as possible.

No need to fill out a form just to be informed of the live demo date.

Whoever was interested in attending the live event was able to just click a button and watch a 10-minute video immediately.

Remember, people are lazy. 

People prefer whatever is more convenient for them. 

In this case, watching a demo video was the way to go.

The bottom line here: by reducing friction in any of your landing pages, 99 times out of 100, you’ll increase your conversion rate.

What Sort of Results Did It Get?

GoCardless is a platform designed to help SaaS, media, and other subscription-based businesses move direct debit into their transaction processes. 

They ran an A/B test on their homepage for 7 days. And they increased the number of users who watched their demo video. And all by tweaking the CTA button copy.

Gocardless saw a 139% increase in conversion.

Summary of the Case Study

This case study is super easy to model.

Originally, they had a CTA on their homepage, which was “Request a demo.”

Users were then taken to a “Request a Demo” form to fill out and submit.

And upon completing the form, prospects were shown a date and time to watch the live demo. They didn’t really have the option of watching the video at their convenience.

But then, they decided to A/B test “Watch a demo” in their CTA button.

They thought that giving prospects immediate access to watch a recorded demo video would be beneficial to them. Because sometimes not everyone can attend a live demo at a specific time. 

Think about people with different time zones. If you schedule a live demo at 1 pm EST, chances are people who live in Australia, for example, won’t be able to make it.

Getting back to the A/B test, “Watch a demo” beat “Request a demo.” 

The statistically significant winner had a 95% confidence level. 

The screenshot below shows how that variable outperformed the original version.

How Do I Execute on It (And How Much Time Does It Take)?

Minimizing friction in your B2B sales funnel can take you as little as just a few minutes.

In 2016, we actually applied the same tweaks GoCardless made for their landing page. 

We used to invite prospects to book a free consultation to learn more about our service.

This required some time from the prospect to actually book the call, schedule the timing, and actually show up to the consultation.

But then, we decided to minimize friction.

We added a CTA to watch a 20-minute demo video in Leadpages (our landing page builder) instead.

Well, this teeny-tiny tweak brought a massive 481% conversion increase.

This translated into 1,117 more people watching our demo video.

2. Actionable Insight from a Marketing Campaign that Went Viral—Grasshopper

Grasshopper is a virtual phone system that helps small business owners to have a phone number for their company. This can be used on existing landlines or cell phones.

They’ve scaled to over $100,000,000 in sales with this B2B SaaS sales funnel.

I templated it out here…

They actually cut down on their sales funnel, so it converted better. 

Because simplicity works great in funnels.

Depending on how complex your sales process is, the time it takes to move a lead from one stage to another can take anywhere from a couple of weeks to several months. 

As a matter of fact, according to Salesforce, on average, 13% of leads convert to opportunities and the average time for conversion is 84 days.

One key takeaway from this case study is that Grasshopper was looking to do something unique.

Their marketing campaign to create awareness of their rebranding and to inspire entrepreneurs went viral. And all by being creative and finding a memorable way to reach out to their audience.

The Law of Scale was key in this case study.

This law states that that which is built on scalable distribution is more likely to reach a greater audience than direct marketing. 

Well, reaching out to as many people as possible with the right distribution channels made this company’s marketing campaign go viral.

They grew in popularity, and indeed, created awareness of their rebranding by tapping into audiences via direct mail.

Let’s take a look at what Grasshopper did with their marketing campaign and by connecting with their audience via FedEx.

What Sort of Results Did It Get?

So, they saw an increase in the number of views on their marketing campaign YouTube video. Over 8,000 views per day, actually.

Take a look at the numbers below…

Source: Grasshopper

Pretty impressive, huh?

Influencers like Guy Kawasaki even tweeted about the effectiveness of the campaign.

Because pretty much everyone tweeted or shared a photo about the weird grasshoppers covered in chocolate.

Grasshopper started receiving a bunch of unsolicited videos and images of people eating the insects. I mean, this marketing campaign went viral. Everyone had to do something with it.

The company drove people to a video without them really knowing what the video was about.

Summary of the Case Study

To increase awareness of their rebranding and inspire more entrepreneurs, Grasshopper launched a $68,103 marketing campaign. 

The campaign consisted of sending out a direct mail piece to 5,000 of the most influential people in the U.S. (politicians, business leaders, journalists, authors, and bloggers). But the recipients didn’t know they had been chosen to receive that mail.

Grasshopper added the URL for an inspirational video about the power of entrepreneurship on the tag of the package.

Through FedEx, they delivered 5 chocolate covered animals. Can you guess which ones?

Grasshoppers!

Source: Outsource Marketing

And they were real, by the way!

They wanted to create such a remarkable marketing campaign that everyone who had received the grasshopper chocolates would share package photos through social media.

Source: Ponoko

The package with the grasshoppers covered in chocolate had no information other than a tag with the URL to the video.

People had no choice but to type the URL in the computer to see what this was all about. And why they have been chosen to receive that package.

Smart stuff!

How Do I Execute on It (And How Much Time Does It Take)?

To reach out to the right audiences, you must first find the right distribution channels. And then, grow popularity through them.

Because to grow bigger (i.e. get more traffic), you must leverage that which already has distribution.

You need to market yourself so you can reach out to your desired audience. 

And one way to do that is to reach out to people directly. 

Send them emails, a FedEx package with animals covered in chocolate (ha!), knock on people’s doors—do whatever it takes to get your products or services in front of people’s eyes. 

Simply tap into the marketing power of a channel that already has a large and established audience like social media, for instance. 

The timing to implement this insight is going to depend on your efforts. Because they aren’t really scalable. 

But with planning your marketing campaign in advance, you can get massive results just as Grasshopper did.

3. Actionable Insight from an Untested Info Product that Generated $1,100+ in Sales per Day (This Online Class Didn’t Even Exist!)

AutoGrow turned this B2B sales funnel into a resounding success.

How?

By selling an info product that didn’t even exist, launching its funnel fast, and building the info product last.

This is really important because many marketing gurus tell you you should have your funnel perfect first, and then launch it.

And that doesn’t necessarily guarantee you results.

You can launch a product you haven’t built yet and start building rapport with your customers.

You can, for instance, get them to join a waiting list. And then, and only then when you see you have X number of people interested in your product, build it.

Then, launch the product to your email list. 

Set up a deadline. Create a realistic start and end date with a launch calendar. Don’t make an excuse to stop yourself from launching.

Just launch!

Because the most effective way to find out if a product has a real market is to pre-sell it first, launch it, and then build it.

Summary of the Case Study

We sold an online class that didn’t even exist for a business that was doing really well. They were making 7-figures in Annual Recurring Revenue (ARR). 

The launch of this B2B sales funnel and its untested info product was a resounding success.

We had no idea how well their audience was going to respond to the class. And given the time constraints, we didn’t have enough time to conduct any significant market research. 

The client just wanted a quick and solid funnel. And they wanted it fast. 

We launched the funnel to the client’s existing list (149,000+ contacts). And we started by framing the online class as an event and then promoted it through a 9-email sequence. 

For this funnel, we built a sales page from the ground up. 

We added scarcity to the sales page by prominently saying that the doors to join the online class were closing soon. 

The scarcity tactic worked here because people naturally have a fear of missing out on things and we fear losses more than potential gains.

And even though we didn’t create a new checkout page, we used the one the client already had. 

But it was a last-minute add-on. 

We also added a random video redirecting customers to another website as part of the upsell. 

The upsell page we set up for this class wasn’t great and had too much text. But making this page beautiful wasn’t our priority.

And this upsell boosted sales by 7%. And it only took us 30 minutes to set up the upsell.

We made sure that all subject lines for the emails communicated urgency—“the class begins tomorrow”, “enrollment ends soon”, “doors close tonight at midnight”.

We also filtered out the people who didn’t open the emails and sent them only to the ones who had opened the previous ones. 

This helped qualify leads that did come in while keeping the client’s email list pristine at the same time.

What Sort of Results Did It Get?

We generated over $1,100 in sales per day for this client.

All in less than 7 days of marketing the non-existing online class (and with limited social proof for that reason), we got 34 people enrolled.

For the first of the 9 emails sent, 5 people enrolled and the first sales came in—$995. 

We also saw a conversion spike closer to the deadline. 

Take a look at the graph below.

And for the last email sent reminding people to enroll in the class, there was an error.

It said “15 hours left until the Master Class closes” but there were really 3 hours left. 

Surprisingly, 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. 

Additionally, we sent out 2 more emails promoting 2 interviews and a webinar. 

These were video conversations that highlighted some of the finer points of what the Master Class was really about. 

Adding in these videos helped connect the audience on a much more personal level. 

These emails were a brief reminder that the offer was ending soon. Also, they helped influence those people on the fence to sign up right now. And 8 new sales came in—$796.

How Do I Execute on It (And How Much Time Does It Take)?

You can execute on this by simply writing an email sequence to promote your products or service. We love using ActiveCampaign to send our email campaigns.

This could take you a couple of hours to have the perfect copy in place.

Then, build a landing page where prospects can land after reading your emails. This’ll be the place where people will learn more about whatever it is you’re offering to them.

Creating a landing page that sends you customers can take you (or your designer) a couple of hours. Remember, you’re not looking to nail a perfectly beautiful design at this point.

As a matter of fact, strategic landing pages are used by 68% of B2B businesses to acquire leads according to Marketo.

So at this point, you’re just testing if your info product idea is “accepted” by the market. And then, you’ll build it.

4. Actionable Insight from a SaaS eCommerce Software that Helped Generate 29.3% of Added Sales—SamCart & Freak Athletics

I templated out a while ago what I call the SaaS 60-Day “Long” Trial Downsell/Upsell Funnel. I created this funnel diagram based on my personal experience using SamCart.

The Law of Range plays a fundamental role in this case study.

Most B2B business owners overlook upsells

But the truth is, this is a powerful marketing strategy. 

Because the probability of selling to a new prospect is 5-20% according to Invescpro. And the probability of selling to an existing customer is 60-70%.

The Law of Range speaks to this situation in particular because people love choices. They like having options to choose from. 

People like being able to choose the type of product they’re getting, even if those choices have the same price. 

So when upselling customers, give them the most freedom possible by giving them plenty of options to choose from. 

By offering a wide range of products to your customers, you’ll likely increase your average per customer order. Just as it happened in this case study.

The one-click upsell used in this case study is a great strategy to sell more to your existing customers. 

This is mainly because they already trust your company (hello! they just got to your checkout page!). They don’t have to add their credit card info again, and this makes it a super easy decision to make.

Plus, it could be an impulse buy which seems to be the case here.

What Sort of Results Did It Get?

“Before SamCart, we would sell 15-20 products a day. We now sell 30-40 products a day. I wish I could go back and force myself to use SamCart sooner. I had no idea how much money I was losing until I tried it out. We used to be happy making $400 in sales on any given day, but that average has more than doubled to over $1,000/day.”

That’s what Rocky Ullah, founder of Freak Athletics said about his experience after using Samcart.

Its one-click upsell funnel saw an average of $36.78 in additional revenue per customer. 

That’s 29.3% in extra sales just from one-click upsells. And about $36,773.45 in revenue over a year.

This upsell was for people who would buy their main product “Can’t Be Guarded.”

By simply adding in a one-click upsell to their funnel, Freak Athletics turned every $29.00 (cost of their main product) customer into a $65.78 customer.

Source: SamCart

Here’s what SamCart’s one-click upsell did for Freak Athletics’ sales numbers in 12 months…

Summary of the Case Study

Freak Athletics, the largest basketball training site online, and its founder, Rocky Ullah, decided to use Samcart.

They have over 3,000,000 Facebook fans…

And over 200,000,000 views on Youtube…

This website trains basketball players and coaches. 

After trying 1ShoppingCart, PayPal, ClickBank, and InfusionSoft, Freak Athletics’ founder had no luck on increasing sales with the right tool.

He couldn’t customize his checkout pages, create 1-click upsells, or dig into advanced analytics.

But after using SamCart, he noticed a huge difference in his sales process.

How Do I Execute On It (And How Much Time Does It Take)?

SamCart is a full-featured eCommerce software built exclusively for sellers to showcase their products. 

This is a great and affordable tool to use for upselling too. 

You can create upsells and downsells with it that are dynamic based on how your customers respond and whether they take an offer or not.

I recommend SamCart if you sell any kind of products online where you want to have a seamless checkout experience with multiple payment options, and the ability to do upsells, downsells and cross-sells to maximize the customer lifetime value. 

So use SamCart (or Leadpages) to enable 1-click upsells or cross-sells when people buy from you. 

This is a super easy way to attract more customers in a matter of minutes.

You can grow sales for your related products or services by:

  • Showing customers the offer in a timely fashion (at checkout or soon after via email).
  • Framing your offer in a way that’s relevant to what they already bought.
  • Giving an incentive (people love saving money or just feeling like they’re getting special treatment).

5. Actionable Insight from a B2B Software Consultancy that Grew Revenue by 30% (And a Local B2B Answering Service that 2X Revenue)

The Law of Clarity was an important factor in this case study.

This law basically says “be clear, not clever.” 

Lack of clarity is the biggest reason why most websites don’t convert. Because people simply don’t buy what they don’t understand.

Many marketers and business owners make the mistake of using fancy corporate language that their audience wouldn’t even understand.

By removing jargon and ensuring the language in your copywriting is clear, you can boost conversions.

And that’s exactly what AutoGrow did for one of our former clients.

We redid his copy and landing pages design. We simplified the language used on their landing page. We turned their corporate language into an easy-to-digest copy.

And we also compared their offers with his competitors and this helped increase conversion. Because we helped create a contrast between both options and this made the copy more persuasive.

What Sort of Results Did It Get?

We helped Russell Kommer of e-Software Associates (a 7-figure company) turn a projected 10% loss for the year into a 30% revenue growth.

This happened after 3 months working with us. 

That translated into $300,000 in extra revenue.

And here’s what Russell had to say about the funnel we created for him…

“We closed an extra $300,000 in revenue thanks to the funnel. What I noticed with our leads is that they are extremely high quality now and that we get a lot less (non-serious) inquiries. People contacting us are much better matches for our service.”

We also helped another client, Apollo Answering Service. We helped this funnel gross over $700,000 the first year after we launched their funnel after grossing less than $300,000 annually.

And this is what Kelly Cammack, the general manager and owner of Apollo Answering Service had to say about the B2B sales funnel we built for her business…

“I have double the amount of new clients we have taken on compared to the first quarter of last year. Our conversions have increased 400%!”

Summary of the Case Study

Russell started his B2B software consultancy, E-Software Associates E-Software Associates, after leaving a job with a large Wall Street bank. 

His company was doubling revenue for the first 3 years.

They had big-name clients like IBM, ESPN, Goldman Sachs, Merrill Lynch, Disney, Adobe and others.

Then, due to short-sighted thinking from an outside consultant, the company was delisted from Google. 

Their SEO ranking dropped off a cliff, and potential clients could no longer find them. 

Sales simply plummeted!

Then, Russell started working with AutoGrow.

He explained to me that his business was forecasted to lose money for the first time.

Over the next few weeks, we worked together and built a funnel for the firm. 

And, as I mentioned above, we turned a projected 10% loss for the year into a 30% revenue growth after working with us. 

For Apollo Answering Service, Kelly, its owner, had to drive all over to Houston to solicit business one-on-one just to bring in $100 sales contracts. 

Her business was grossing less than $300,000 annually.

It was a vicious feast or famine cycle of sales up one month, down in the gutter the next. 

She was working in her business instead of her working on it.

After we built a funnel for her, it grossed over $700,000 the first year. And it practically automates leads for her because a huge portion of prospects would buy her service without booking a call first.

How Do I Execute on It (And How Much Time Does It Take)?

We use the AutoGrow Web App to organize all digital marketing tasks that our clients need us to complete.

It’s so simple.

You just log in to our app.

You type the tasks you need us to work on. 

You submit them through the web app.

The team receives the tasks, we design the best funnel strategy for your business, and we start working on your account right away.

You can assign your tasks in a matter of seconds and see the completed work in a matter of days.

6. Actionable Insight from a Marketing Campaign that  Exceeded Its Pipeline Goal of $5M 

The power of personalization in this campaign was key in its success.

Driving people to a landing page through emails with personalized content was a unique way to reach out to their audience.

According to Instapage, personalized emails deliver 6X higher transaction rates. But 70% of businesses fail to use personalized emails.

And it’s no wonder why 82% of marketers have reported an increase in open rates through email personalization.

In this case study, a global enterprise technology leader delivered a highly personalized, printable white paper with imagery based on their job industry. This was a smart tactic because it personalized the experience even more.

Because people love personalized content. 

74% of customers feel frustrated when website content is not personalized. And 78% of U.S. Internet users said personally relevant content from brands increases their purchase intent.

So when sending out a marketing campaign, use personalization as a strategy to get more people interested in your brand.

Just like Grasshopper did with the chocolates, remember?

What Sort of Results Did It Get?

Oracle saw a 38:1 return from working with Quarry

For every dollar that they spent, they got $38 in their funnel.

And that translated into exceeding their goal of $5M by over $1M.

Summary of the Case Study

Quarry is a demand marketing firm dedicated to B2B technology. And they helped Oracle, a global enterprise technology leader, to identify, reach, and engage more customers and prospects. 

They wanted to target mainly “greenfield” companies who had little familiarity with Oracle. 

So they created a highly targeted and personalized ABM (Account-Based Marketing) campaign. They wanted to reach, engage, and persuade Human Resources high-level executives about the power of Oracle’s product—their cloud software. 

The campaign’s message was that the future of business is still people and that human resources teams work with people.

The concept was very creative.

Quarry helped Oracle target 400 contacts at approximately 100 accounts. 

They sent out personalized emails and some personalized gifts through direct mail. They sent coffee sets, an ecocube desk garden, a book, candies, and a gumball machine.

They simply wanted the message to be perceived as if it was sent from one human to another human.

How Do I Execute On It (And How Much Time Does It Take)?

You can execute a marketing campaign like this in a matter of months. Just like Quarry and Oracle did.

They planned the strategy and created it in the third quarter of 2018, and activated it in the next quarter of the same year. 

7. Actionable Insight from a Marketing Campaign that Generated $21 Million in Sales

Even if your website is well-designed and has a lot of good content, none of this will convert if it doesn’t align with your prospects’ needs and if it’s not clear.

Not having enough call-to-action buttons in your landing pages makes the user experience unpleasant. This happened to this next case study…

But let me ask you, how are people going to click on a button if it’s not visible?

They won’t…

How are people going to navigate through your site from their phone if it’s not mobile responsive?

They won’t…

All these issues come down to not following the Law of Clarity, the Law of Alignment, and the Law of Visibility.

For instance, in order for your website to convert prospects into customers, you must ensure:

  • Your copy is clear (not clever).
  • Your message is aligned with the prospects’ needs.
  • Your offer is visible.

What Sort of Results Did It Get?

6 months after the launch of this campaign and the new website launch, Aptean generated $21 million in sales. 

Their new website and their new SEO strategy placed the company on the first 3 pages of Google for 71% of their targeted ERP keywords. 

They were also able to grow traffic to the site increasing 37% year-on-year.

And the campaign generated 837 leads, resulting in a campaign ROI of 820%.

Summary of the Case Study

Aptean is a global leader in enterprise business software. 

But they had a challenge when marketing their brand.

They were looking to communicate a consistent, relevant message to an audience that includes insurance companies, timber producers, wire, and cable manufacturers.

Arketi Group, a digital marketing firm that helps B2B tech organizations accelerate growth through strategies, messaging, and branding, created the strategy for Aptean to increase sales.

For this, they divided their software portfolio into 2 groups: growth and legacy. 

This allowed them to streamline the 26 business industries down to 5.

They also developed a strategy to launch their new brand. They created a new website for Aptean to get organic and paid search, multi-vertical public relations, and lead nurturing.

How Do I Execute on It (And How Much Time Does It Take)?

All you need to achieve massive results like the ones from this case study, is to be clear with your messaging and copy.

Read your landing pages’ copy and make sure it’s easy to understand. 

Is your offer aligned with prospects’ needs? Are you offering the right solution to their problem?

Have someone proofread your entire copy and look for potential bottlenecks where leads could be leaking.

This can be implemented in a matter of minutes.

Also, keep your team working on different areas at the same time. For instance, do what Arketi did. While one team was creating Aptean’s new website, another group was strategizing campaigns to generate leads into the sales funnel. 

Keep everyone working on something to maximize time!

Conclusion

 

Download the “7 High-Quality B2B Sales Funnels Worth Studying” so you won’t forget to take action on it later. Click here to download it now.

B2B sales funnels don’t come in a one-size-fits-all shape. 

Each sales funnel needs to be tailored and customized to each business because all businesses are different. It’s art. It’s design. It’s a strategy.

And finding the time for all that can be tough, especially for busy business owners like you.

And that’s why I put together this article, so you can copy and apply the insights from the case studies I featured. 

That way, you can adapt your funnel with those proven-to-convert insights and save time in the process. 

Because B2B sales processes are complex. They take longer buying decision cycles.

But with this resource, you can educate leads who aren’t ready to buy yet and to identify those who are.

And prospects who start their journey through your site will end as paying customers. And even better, they’ll become happy and loyal customers if the experience through the journey is satisfactory. 

Now tell me something, what did you find most interesting from the case studies featured? Do you know any other successful B2B sales funnel that is worth studying?

Let me know in the comments below.

Keep AutoGrowin’, stay focused,

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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 

Read more

10 Slam-Dunk Ways To Improve Your Software Demo And Increase Close Rates By 50% Or More

Source: https://www.square2marketing.com/blog/10-slam-dunk-ways-to-improve-your-software-demo-and-increase-close-rates-by-50-or-more

For Software Companies, Demos Are Everything  But Most Of The Demos I’ve Seen Are Pretty Bad

We work with a lot of software companies and we hear the same story from all of them: “Get us more demos and we’ll close them.” 

Our response? “Great, what’s your close rate on demos?” Just last week a prospect was proud to respond that they had a 10% close rate on demos.

Without making the prospect feel bad, we alluded to the fact that while 10% sounded good, our experience is that most software companies should be closer to a 50% close rate after a demo.

This of course led to an entire conversation about their demo, their reps and their sales process you get the idea. All great topics of conversation, and frankly, the right conversation to be having when your software company has a 10% close rate post-demo.

But that got me thinking: Why are all of these software companies running such poor demo playbooks?

Read more

11 Copywriting Techniques for High-Converting Landing Pages

Source: https://www.autogrow.co/11-%D1%81opywriting-techniques-to-capture-leads/

Remember Metroid? 

The side-scrolling Super Nintendo game starring a bounty hunter with a giant laser gun for a hand?

It’s a classic. 

And believe it or not, it has a lot in common with copywriting. 

Hear me out…

Between blasting through alien guts and jumping over bottomless crevasses, every now and then you’d stumble upon a door.  

And no matter what you did—blast it, punch it, whatever—you just couldn’t open it. Not at the moment anyway…

But eventually, you’d earn a new tool or skill later on in the game. And with that new tool or skill, you could go back to that door so many levels ago and unlock an entirely new area. 

By levelling up your skills, you could return to an old level and uncover something spectacular. 

And that is how Metroid relates to copywriting. 

When you learn how to upgrade your landing page copy, you can actually go back and infuse your landing pages with those new techniques. 

This can transform so-so converting landing pages into marketing megastars. 

That’s why today I’m showing you the killer copywriting techniques you use can right now to level-up your landing pages. Inside we’ll look at:

  • The 11 high-converting techniques used not just by brands like Apple and Mailchimp. But also by trusted marketing trailblazers like Bob Bly and David Ogilvy.
  • Detailed tips and walkthroughs of specific words you can use to trigger emotions, spur action, and guide your visitors to your “Buy Now” button.
  • Real-life tools to help you tighten up your copywriting, attract more prospects, and convert more leads than ever. 

Let’s learn how to level-up your landing pages with better copy…

In a rush? Want to download this article as a PDF so you can easily take action on it later? Click here to download this article as a PDF guide.

 

Technique #1: Spend Extra Time Perfecting Your Headlines

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

If you’ve studied marketing, you’ve probably heard that quote before. It comes from David Ogilvy—widely considered one of the most influential marketers of the modern age. 

He knew that if you wanted to truly make an impact on your audience, you needed to “wow” them right off the bat. You needed to grab their attention, pique their interest, and communicate what it is your product had to offer (all in less than 30 words no less). 

And he practiced what he preached, too. 

Below is one of his most famous advertisements. 

Source

In that single headline, Ogilvy conveyed:

  • Power (60mph, above most speed limits in those days)
  • Modernity (electric clock inside the car)
  • Luxury (the loudest noise at high speeds is the clock)

And with all that packed in, it’s no wonder why this has become one of the most famous advertisements in history. 

Other brands like Land Rover even released their own satirical take on the ad that took the country by storm.

Source

Now, the takeaway here is that your headline is extremely important. And that means you need to spend extra time perfecting it. 

Copyblogger found that 8 out of 10 people will read your headline. But only 2 out of 10 will read any further than that.

And since researchers now believe that the human attention span has dropped from a full 12 seconds down to a puny 8 seconds, you have to communicate your brand’s value immediately in your headline. 

By refining your headline, you can see massive jumps in your conversions. 

For example, one case study from our Proven Sales Conversion Pack even found that tweaking a headline can lead to a whopping 90% jump in conversions.

Here’s the final page:

And here’s a table outlining the different options they tested:

So be sure to put extra time into your headlines. Because when it comes to copywriting, a well-written headline can be the most powerful marketing asset you have. 

How Can You Start Implementing It?

First off, be sure to commit the time needed to create an impactful and well-made headline. 

Just because this section of copy is physically shorter doesn’t mean it doesn’t carry converting weight. 

One tool in particular that we use to create our headlines is the Advanced Marketing Institute’s Headline Analyzer.

This tool gives you a numerical score of how strong your headline is based on 3 different categories: emotion, intellectualism, and spirituality. 

It’s a great resource for anyone trying to improve their headlines. And it’s free!

Additionally, you can follow these tips from our previous article on writing impactful headlines (some of which actually come into play later in this article):

  • Clarity beats cleverness
  • Use logos (logic), ethos (credibility), and pathos (emotion) in your headline
  • Incorporate scarcity and urgency
  • Focus on the customer
  • Use unusual punctuation 
  • Ask a question
  • Use power words 

Technique #2: Use Emotion to Spur Action in Your Audience 

Emotion is one of the core drivers of action in humans. 

The old saying goes that people buy on emotion and justify their purchase with logic. 

And if you want your copywriting to convert, infusing your copy with emotion is one of the best ways to boost your sales. 

In fact, it’s even one of the core 11 Laws of Sales Funnel Physics (Law #11: The Law of Emotion). 

For instance, if you take a look at some of the nation’s biggest charities, you can clearly see just how much they’re appealing to emotion on their pages. 

Source

See how the Salvation Army directly connects your donation to “hope and love” for children in need? 

Instead of pointing out how your donation could go towards, say, buying food and shelter, they skip the middleman all together. They go right for what is really getting most people to donate—the emotions of hope and love. 

The nonprofit USA food bank organization Feeding America also appeals to emotion on their homepage. 

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Besides using an image of a child (like Salvation Army), the copy also includes a section calling out that hunger does in fact occur in every community in the United States. 

So rather than the problem occurring in some far off country, they point out that children are starving right here in your own backyard. 

This connection makes the problem seem dire, close, and personal, driving the emotional reaction even more. 

How Can You Start Implementing It?

There are a few ways you can start adding more emotion to your copy.

1. Call Out Pain Points: By calling out their pain points, you’re utilizing both fear (fear that they’ll keep feeling that pain) and empathy because you understand what they’re going through. 

2. Use Reciprocity: Offer your leads something of value for free. A lead magnet, for example, lets you build authority and tap into customers’ feelings of reciprocity. And beyond that, mention the value of this free gift in your copy. Because the more your audience keeps that in their mind, the more likely they’re going to be to give you their business as a result. 

3. Harness the Power of Guilt: How will they feel when their business goes under because they didn’t invest in your services? Are they really living the life they always wanted? Are they doing all they can for a cause they believe in or ignoring it? With the right copy, guilt can be a powerful motivating force that you can use to get customers to buy.

4. Use Emotionally Charged Words: With the right words in your arsenal, you can tap into very specific emotions in your readers. And with enough practice and skill, you can actually inspire them to feel those emotions themselves. This can give you a substantial edge (maybe even a superpower) when it comes time to motivate your audience to buy. Try using the emotional copywriting word wheel below to choose the right words for your target emotion. 

Source

Technique #3: Hack Your Audience’s Brain With Repetition & Make the Sale

The Mere Exposure Effect is a theory developed by social psychologist Robert Zajonc. 

Also known as the Familiarity Principle, this theory basically states that people tend to develop a preference for something merely because they’re familiar with it. 

They take the same road to work every day—not because it’s faster, but because it’s familiar. 

They read the same writer again and again because they’ve been reading them for years. 

And they drink Simply Orange orange juice not because it’s clearly superior to Minute Maid (which it is), but because they see more advertisements for it.

See where this is going? 

With your copywriting, you can actually use the Mere-Exposure Effect to your advantage. 

And all it takes is repetition. 

Bob Bly, one of the most famous copywriters today, said of repetition on a blog post

I could not agree more. Virtually all top copywriters know and practice repetition. Young marketers think we are being redundant because they have not tested it.

In fact, we made it a point to use repetition on our homepage. 

And one of the best things you can repeat in your copy is your business’ unique selling proposition (USP)—what makes you stand out from your competition. 

For us, it’s the fact that our monthly service lets clients delegate their marketing tasks without having to pay the high costs (and hassle) of hiring. 

Check out how often we repeat it on our pages below. 

And when you make repetition of core points and values a standard part of your copywriting process, you can better sell your product or services to your audience.

How Can You Start Implementing It?

In addition to repeating your USP throughout your homepage, repetition also applies to rhetorical techniques too. 

These techniques give weight to how persuasive your copy is because they perk up your audience’s ears and get them to concentrate on what you have to say.

Some of the best repetition-based rhetorical techniques you should try using in your copy are below.

  • Alliteration – a noun used for the concept of words starting with the same phonetic sound and these words placed in a row or close together (Grammarist).

– Example: “Peter Piper picked a peck of pickled peppers.”

  • Assonance – the noun used to describe repetitive sounds in words, specifically vowels, which happen at any point in the word (Grammarist). 

– Example: “I lie down by the side of my bride”/”Fleet feet sweep by sleeping geese”,”Hear the lark and harken to the barking of the dark fox gone to ground”—Pink Floyd.

  • Anaphora – repetition of a word or words at the beginning of two or more successive verses, clauses, or sentences (Dictionary.com).

– Example: “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair.”—Charles Dickens

  • Epistrophe – the repetition of a word or words at the end of two or more successive verses, clauses, or sentences (Dictionary.com). 

– Example: “For no government is better than the men who compose it, and I want the best, and we need the best, and we deserve the best.”—John F. Kennedy

As a little test, see if you can pick out which of these four rhetorical devices Apple is using on the pages below. 

That one’s assonance (“easy,” “eyes,” “ears”).

Source

And this one is anaphora because of the “all”s at the beginning of each sentence. 

So, did you get them right?

Technique #4: Make Sure Your Copy is Focused More on the Audience than the Product

As social as we are and altruistic as we can be (given the right situation), humans are naturally self-interested. 

When you hear a story about someone else, your brain immediately sets to work thinking about how you can learn from it. 

When your friend is telling you a long story about their weekend, you find yourself losing focus and waiting for your turn to speak (don’t worry, we all do it). 

And when there’s an advertisement for a service, you want to know exactly how you can benefit from using it. 

You are concerned about you. Because you—like me and them and everyone else—are human. 

So use that knowledge to your advantage by making your copywriting focused on the reader. 

One great way of doing that is by including one of the most impactful power words (more on those later) in the English dictionary: you

Address your audience directly throughout your copywriting. 

See how Casper does it? 

Source

How Can You Start Implementing It?

Here are a few tips for making your copywriting more reader-focused.

  • Use “You” Language: Just like in the examples above, try to incorporate more “you”s into your copy to keep your audience engaged.

  • Focus on the Customer-Centered Benefits: Instead of just listing out the features of your product, start with how your audience will benefit from that feature and then introduce it. 

  • Ask Questions: Questions put the spotlight on your audience and force them to think about their own personal answer. Use them in your copy to keep them reading on. 

  • Tell a Story from Their Point of ViewStories are great for engagement. And when you frame a story from a reader’s perspective, they internalize the message even more. 

Technique #5: Inject a Bit of Personality into Your Copywriting to Stand Out from the Crowd

If you want to stand out from your competitors, you have got to show your audience what makes you different. 

It can be specific features on your product. It can be cost. It can be trustworthiness. It can be anything

And all those differentiators can go a long way. 

But one of the quickest ways to attract attention and set yourself apart from the crowd is by giving your brand some personality. 

For example, remember when Skittles changed their marketing and started putting out those weird and slightly creepy commercials? 

That’s banking on personality. It’s an offbeat personality, sure. But it’s a personality nonetheless. 

And that personality has carried over to their entire marketing strategy. Just check out their homepage.

Source

It’s off the wall, but it certainly makes the brand stand out. 

Or look at Tushy, the increasingly popular bidet company that doesn’t hold back on the specifics of what they do. 

Source

It may not be the most elegant way to talk about toilet paper alternatives, but it certainly stands out. 

How Can You Start Implementing It?

There aren’t many tools or techniques you can use here besides trying to cultivate a unique brand that matches your product or services.

Some ways you can do that is by using humor, slang, and colloquial language in your copywriting. 

But more than anything else, just try to make your copy sound more human.

Technique #6: Appeal to Logic by Backing Up Your Points with Research & Statistics

While emotion is what gets your customers buying your product or signing up for your services, logic does play a role in the decision making process too. 

In particular, products that don’t bank on impulse buys are ripe for logical arguments for buying. 

For instance, the Snickers candy bar at the checkout aisle isn’t using logic to convince you to add it to your cart. 

But the project management software for your team probably does use logic to get you to click “buy now.”

Case and point, check out Neudesic’s free consultation landing page for machine learning projects. 

Source

Up front and center is a big and bold fact about how many projects in their industry (almost 9 out of 10) never succeed. 

Using statistics like that not only caters to the industry (data science) but also matches the financial gravity of the decision (choosing to sign on with a potentially expensive consultancy). 

How Can You Start Implementing It?

Below are just a few tips you can use to make incorporating stats and figures into your copy even easier. 

  • Use Primary Sources: When using statistics, never ever link to a site that links to another site for that statistic. Instead, find the initial source of the information. Otherwise, it can be difficult to know which statistics are trustworthy and which are bunk. 
  • The Alexa Rank: Having trouble knowing if you should trust a website? Try using Alexa’s site info section of their website. In general, the site you’re taking information from should be under 100,000 in global rank. If it’s over that number, you may want to move on and find a different source. 
  • Google’s Explore Tool in Docs: Last but not least, Google Docs makes it easy for you to seek out statistics from the world wide web with the Explore tool. This tool (accessed from the “Tools” section) gives you a side window right in your document where you can browse the internet and get the info you need quickly without having to switch tabs. Try keeping it open as a way to remind you to back up your claims with evidence.

Technique #7: Use Storytelling to Immerse Your Audience & Sell Your Services/Products

I’ve talked about the selling power of stories before so I won’t dwell too much on it here. 

But as most copywriters know, immersing your readers in a story is a fantastic way of showing them why they should buy your product or services. 

The biggest part of a story’s selling power comes from the fact that it reduces counterarguing—your brain’s natural inclination to find reasons not to do something. 

The more immersed your reader is in your story, the less likely they are to dispute the points you are bringing up. 

And the better you are at storytelling, the more immersed your reader will be. 

One great example of the converting power of storytelling comes from Two Young Men, the Wall Street Journal’s $2 billion sales letter. 

This sales letter was so successful in driving new subscriptions that it circulated for a full 31 years from 1975 with only minor alterations. 31 years!

And guess what? It told a story. Have a look at the introduction below and see if you start losing yourself in the plot. 

Source

How Can You Start Implementing It?

There are three main ways you can tell a better story (and improve your copywriting conversions):

  • Focus on Immersion with Detail: Using vague language is a surefire way to get your audience to not care about what it is you’re telling them. Instead, focus on the details of the scene, the mental states of the characters, and the progression of the plot. The more details you can give, the more immersive your story is going to be. 
  • Visual Language: In that same vein, use visual language to paint a clearer picture of your story. Instead of saying “They shook hands,” try saying “They greeted each other by firmly locking their hands together.” Or “the air was frigid, relentless, and biting” rather than “it was cold.”
  • Tap into Emotion: Here we are again with emotion. It has a place in storytelling too. Because when you tap into emotion with your storytelling, you’re making it easier for your readers to empathize with the main characters. And the more they empathize with them, the less counterarguing there is going to be. 

Technique #8: Use Power Words to Inspire Action

The more words you have in your copywriting arsenal, the better positioned you’ll be to accurately explain an idea, an object, or an event. 

It’s just like how the most vibrant paintings are created with a wide variety of colors. 

And if you’re a copywriter looking to sell, then you need to know how to use “power words.” 

Power words are words that have an almost mystical quality of breaking through the static and grabbing your reader’s attention. 

We’ve already talked about the most impactful power word: “you.” 

But there are plenty more to add to your copywriting toolbox. The most noteworthy are:

  • Imagine (creates imagery in the reader’s head)
  • Because (creates a bridge between one idea and another)
  • Actually (introduces an interesting fact or point)
  • Introducing (adds novelty)
  • Guarantee (conveys trustworthiness)
  • Free (duh)
  • But (redirects the flow of the sentence and grabs attention)

And when you use these words in your copywriting, you can achieve much higher engagement rates and nudge your audience towards your checkout page. 

Let’s take a look at a few examples. 

First off, Mailchimp, which makes ample use of the term “free” throughout their homepage copy. 

Source

They mention “free” a whopping four times here!

It’s no wonder they were worth $4.2 billion in 2018.

And have a look at how AutoGrow uses power words. 

We know how the power word “guarantee” can immediately get your readers to trust your product or service. 

And that’s why we put it front and center on the pricing page below.

And when you start incorporating power words like these into your copy, you’ll be amazed at how quickly your conversions start to skyrocket. 

How Can You Start Implementing It?

Not much in terms of tools and techniques here… 

Just use the power words listed above!

Technique #9: Sprinkle Social Proof into Your Copy 

While I wouldn’t necessarily call it kicking a dead horse, I’ve talked about social proof before… like a lot

And I’m not alone. 

Marketing gurus like Neil Patel, Gary Vaynerchuck, Ryan Deiss, and Rand Fishkin have all touted the massive benefits of incorporating social proof into your copywriting. 

Why? Because social proof converts

When you can convince your audience that your product or service is trusted by other people, then they’re going to be much more likely to buy from you. 

And in fact, I actually started this section with social proof by calling out the big-name marketers above (did ya notice?). 

By telling you that these big names use social proof, I was actually selling you on social proof. That’s so meta…

Now, let’s look at how it can be used. 

Take luggage company Away for example. 

On the one hand, this company has used a similar technique of latching onto a big name in order to boost their own authority. Check out their partnership with Serena Williams below.

Source

But that’s not all. 

They also dedicate an entire 3 sections of their homepage to displaying social proof. 

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See that? 

Not only do they include a social media mention from an influencer with 97K+ followers (the top one). But they also pop in an endorsement from a magazine as well as 3 customer testimonials. 

And again, this all happens on the homepage

As you can see, Away really knows how to leverage their social proof.

How Can You Start Implementing It?

Take a page from Away’s book and highlight whatever social proof you have front and center

Now, there are a few different types of social proof. Here’s a quick list of some of the best kinds. 

  • User testimonials

  • User reviews and ratings (think of stars on Amazon)

  • Publication mentions and features

  • Certifications and awards

  • Social media shares and likes

  • Vanity stats (“Millions served,” “$25 Million+ Sales Generated,” 10 Years in Business,” etc.)

  • Endorsements by celebrities or thought leaders in your field

No matter what kind of social proof you use, the key takeaway is that you should use it as much as possible. 

So start gathering testimonials religiously. Ask for customer ratings regularly. And for God’s sakes, incorporate those into your landing pages as soon as you can. 

Because social proof sells. 

Technique #10: Write for Skimmers

Let me ask you, which of these two documents would you rather read?

The obvious answer is the page on the right. 

That’s because it’s format is far more approachable than the page on the left. 

No one likes seeing a giant slab of words. It conveys density, work, and a kind of chore to read through. 

Most people won’t even dive into what it is you have to say at all if your copy looks like that. 

But when you break apart your information into easily digestible chunks separated by varied format, headers, and more, people will be much more likely to keep on reading. 

In fact, according to the user experience researchers Nielsen 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.  

How Can You Start Implementing It?

Below are a few ways you can help break up your copywriting format to make it easier to read for your audience. 

  • Frequent Headers: Adding headers to your sections (whether in articles or on your website or in your lead magnets) is a great way to break up walls of text. Plus, it also gives skimmers and even search engines an idea of what each section is talking about, making it easier for them to find relevant information. 
  • Bullet Points & Numbered Lists: Using bullet points and numbered lists have the dual benefit of keeping your copywriting organized and adding variety to your formatting. Try to include both as frequently as possible. 
  • 3 Sentence Paragraphs MAX: This isn’t a research paper. Big chunks of text in a single paragraph can seem daunting. Instead, try to stick to the rule of 3 sentences per paragraph. Plus, it helps readers feel like they’re making more progress through your page. 
  • Plenty of Visual Elements: And finally, add plenty of images to your pages. No matter how flowery and valuable your copy may be, your audience still needs a well-placed and interesting picture every now and then to hold their attention. Just be sure that the images on your landing page are real photos rather than boring stock photos (one of the best ways to improve your landing pages). 

Technique #11: Speak Simply without Being Simple

And last but certainly not least, say what you have to say and cut out the fluff. 

How’s that for getting to the point? 

There’s certainly a time and a place for flowery language in your copywriting. And in fact, using emotionally charged and visual words can do wonders for your conversion rates. 

But in general, you should aim for clear, concise copy that gets your message across in as few words as possible. 

Here are a few examples from our Proven Sales Conversion Pack to show you just how much clarifying your language can boost your conversions. 

This example shows how using clearer copy on a lead form led to 30% more leads.

Before:

After:

And this example led to 72% more free trial optins by clarifying the language on the page.

Before:

After:

How Can You Start Implementing It?

So the question is, how do you write clearer, more concise copy? And luckily, we’ve got 3 resources below you can use to do just that. 

  • Hemingway App: Modeled after the style of one of America’s greatest writers, the Hemingway App checks for adverbs, passive voice, sentence complexity, and so much more. It’s a fantastic way to both simplify and clarify your copy. We even use it for all of our articles!
  • Grammarly: Once just a grammar checking app, Grammarly has since become a great tool for checking the readability of your copywriting. It gives you suggestions on how to improve copy conciseness and even suggests alternatives to overly-complicated words and phrases. 
  • Law of Alignment: The Law of Alignment is a bit different than the other tools above. Instead, it focuses more on how your copy relates page to page along the customer journey. Following the Law of Alignment helps you meet customer expectations so that they won’t ever be confused about where they are and what actions you want them to take. Study it to make sure your copy is actually helping to nudge your prospect in the right direction. 

Conclusion

Download the “11 Killer Copywriting Techniques to Use on Your Landing Pages” so you won’t forget to take action on it later. Click here to download it now.

So there you have it!

You now know the 11 killer copywriting techniques you can use to boost the conversion rate on your landing pages. 

And just in case you’ve forgotten them, they are…

  1. Spend Extra Time Perfecting Your Headlines
  2. Use Emotion to Spur Action in Your Audience
  3. Hack Your Audience’s Brain with Repetition & Make the Sale
  4. Make Sure Your Copy is Focused More on the Audience than the Product
  5. Inject a Bit of Personality into Your Copywriting to Stand Out from the Crowd
  6. Appeal to Logic by Backing Up Your Points with Research & Statistics
  7. Use Storytelling to Immerse Your Audience & Sell Your Services/Products
  8. Use Power Words to Inspire Action 
  9. Sprinkle Social Proof into Your Copy
  10. Write for Skimmers
  11. Speak Simply without Being Simple

Now, which of these techniques do you plan on using today to boost your landing page conversion rate? Do you have any other techniques our readers can use to beef up their copywriting? 

Let us know in the comments below. 

And as always, 

Keep convertin’, stay focused.

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