Unsubscribed designing for conversion

The Unsubscribed – Designing for Conversion Mia Horrigan Partner ICT Strategy & Advisory Services Zen Ex Machina

The Dreaded Txt Social Break Up If these is how we treat our friends, how do we treat brands and organisations we have come to

Online Brand RelationshipsWe expend a lot of time and energy to get users to our sites

The Social Media Break Up ……and yet with a click of a button, they can be gone

Consumers Break Up Behaviour• 91% have unsubscribed from opt-in e-mails• 77% more cautious about providing their e-mail vs. last year• 81% have “unliked” a company’s posts from their Facebook• 71% more selective about “liking” a company vs. last year• 51% expect a “like” will result in communications from the company, 40% believe it should not• 41% have “unfollowed” a company on Twitter

Top Reasons Consumers UnsubscribeTop Reasons Why Consumers Unsubscribe Via E-Mail, Facebook & Twitter - February 09, 2011 by Erica Swallow

Not just Technology Driving Change• It not just because technology makes it easy to break up• Users are getting more discerning due to content overload

Content Overload

Consumers Break Up BehaviourTop Reasons Why Consumers Unsubscribe Via E-Mail, Facebook & Twitter - February 09, 2011 by Erica Swallow

Designing to Stop Break Ups?• Many businesses focus exclusively on creating amazing graphics, beautiful imagery and classic typography• The visual aesthetic is only one of many factors in conversion• Surface design on 1 of 5 elements in User Experience• Need to be aware of what design elements encourage subscription• And avoid those that will result in a break up

Designing to Attract and Retain• How do we design for conversion ?• How can we retain subscribers?• How do we turn “likes” into “lovers”?

We turned to Social Media as a Strategy• Customers embracing social media• Take the conversation to the forums where our customer were• Embarked on a digital strategy• Social media complimentary to existing marketing and communications• Engage in two-way communication

Social Media Strategy• What do we want to achieve?• Who are our customers?• What are the messages to these Customers?• How do our Consumers want to be engaged?• What are our competitors doing?• Which media channels should we use?

The ZXM Social Media Framework

Social Media Engagement Strategy• More than just the look and feel of website and email campaign• More than just creating awareness and providing information• Needed customers to move along the spectrum from awareness to produce desired behaviour and actions

Changing Consumers Behaviour pre-contemplation contemplation preparation action maintenance A D K A RAwareness Desire Knowledge Action Reinforcement• Awareness • Desire and • Knowledge • Satisfy • Encouragementof need motivation to to make the needs and to keep the(pain point) participate change to participate desired behaviour satisfy needs enablement zone engagement zone

A D K A RAWARENESS

Awareness• Create an awareness in our target audience about our activities• Understand their pain points and how our services will help to solve that problem• The objective was to build a trust relationship in order to move our audience to the next stage of behavioural change

Understand your Audience• Before we could decide on: – What content to write – What channels to use – How to run our campaign• We needed to know who we were targeting and what would grab their attention

Understanding our Target Audience Who Government “Technology moves too quickly” Andy Smith Deputy Secretary Andy is a veteran public servant. He Department of Media officially took up this role with the Department on 7 September 2009 and has been working to establish an understanding of the key policy issues, particularly with respect to convergence of technology, since that time. Andy wants:  To get the right (sanitised) answer that he can provide to the Minster in the quickest possible time AGE: 53 (Older baby boomer)  Communication to be responsive GENDER: male ETHNICITY: Anglo-Saxon OCCUPATION: Public servant  Communication to be convenient Behavioural stats  Communication to be brief and straight to the point  To keep the Minister advised TrustedDemographics Values Motivations Pain-points Expertise sources Motivations Value of the ACMA Frustrations & Pain Points  Public Service  Career advancement  Negotiable  Getting the ACMA to deliver  Television Industry  Slow response times  Project management  Political naivety  Policy  Being told “it can’t be done”  Ministerial relations Source: Nielsen/NetRating 04-06. Forrester,2008/9. Australian Bureau of Statistics, 2008/9

How Do They Like to Be Engaged? Gen Y Gen X Boomers Seniors

Web 2.0 Behaviour • Publish blog Creators 24% • Create video/music • Write articles or stories and post them • Update status on social networking sites Conversationalists 36% • Post updates on twitter • Post ranting/reviews of products and services Critics 36% • Comment on someone else’s blog • Contribute to online forums • Use RSS feeds Collectors 23% • Votes for websites online • Add tags to web pages or photos • Maintain profile Joiners 68% • Visit social networking sites • Read blogs Spectators 73% • Listen to podcasts • Read articles, reviews and online forums In-actives 14% • None of the aboveSource: Forrester, 2008.

Behaviour and Age Gen-Y Gen-X Boomer Senior Creator 21% 13% 8% 5% Critic 23% 16% 10% 7% Collector 16% 10% 7% 5% Joiner 37% 18% 10% 4% Spectator 58% 45% 36% 26% Do nothing 23% 48% 58% 70%Source: Forrester, 2008.

Where are They Spending Time Online? Channel Users in Feb 2012 1. Facebook 10, 703, 160 2. YouTube 11, 000, 000 3. Blogspot 3, 500, 000 4. LinkedIn 2, 200, 000 5. Twitter 1, 800, 000 6. Wordpress.com 1, 600, 000 7. Google Plus 1, 200, 000 8. Tumblr 1, 100, 000 9. Flickr 920, 000 10. MySpace 520, 000Sensis Research 2010

What Channels to Use for Our Audience?• Where are conversations about our types of services taking place• Can these forums help us to build awareness?• Is the channel just one-way?• Does the channel support collaboration and discussion?

Channel and Age Gen-Y Gen-X Boomer SeniorFacebook 99% 96% 97% 99%Telephone 9% 30% 30% 27%Face-to- 21% 27% 24% 43%faceLinkedIn 2% 14% 17% 14%Twitter 8% 9% 4% 0%Myspace 3% 5% 4% 0%Paper 4% 8% 6% 13%Sensis Research 2010

Choice of Channels?

Where to Focus?• Old mantra of “be everywhere” replaced by need to “be where it matters”• Focus on where we could see results

A D K A RDESIRE

Desire• Awareness and Desire go hand-in-hand• Build a relationship and nurture that relationship to change their behaviour to want to participate• More effective if the customers are engaged and “like” what you are offering

Persuasion• We wanted to persuade customers so we needed to speak to their pain points• Grudge purchase so need to articulate “what’s in it for me?” and how our services could help them?• Appeal to their personal needs and wants

Appeal to Our Customers• “Too often business send the emails they want to send rather than the emails that their customers want to receive”• Needed to understand our publishing strategy and where we wanted to go to appeal to our customers

Which Publishing Strategy? This is where Initial plan to we were move to here The Mass Publisher The Problem Solver • Make consumers aware of a solution • Create content of broad interest to their • Seek to help consumers in a market customers solve a problem • Post articles on topics related to product • As these customers search for answers, or service and have copious links to find opportunities to engage and suggest product pages where to find what they wantBecoming a social May get there organisation one day The Personal Concierge The Social Engager • Personalisedcontent to move customer • Not just a vehicle for promotions and through a decision journey from gathering followers, but a place to considering to evaluating, experiencing, engage advocating and, bonding • Feed the channel - respond to customer • Build content guided by insights into posts, design experiences that encourage customer behaviour (where have they sharing to get others involved come from, what are they looking at, what have others Like her bought)

A D K A RKNOWLEDGE

Knowledge• Education and building knowledge of our service and its value proposition• Very Infocentric and wanted to move towards providing solutions• Started by sharing content, providing useful and interesting information, and links• Required good, unique and interesting content

Designing Content • Limited time to spend on social media so Content and Relevance will drive Reputation, Relationships and Results • Strategies involving marketing, social media, and SEO, will only work if you fuel them with good content • If audience find what we have to say useful, they’ll be more inclined to subscribe/shareHow to make marketing content Posted on October 21, 2011 by Luke Telford

Content is King “If your campaigns arent engaging, you can be sure that consumers have plenty of ideas on how to get rid of them”Top Reasons Why Consumers Unsubscribe Via E-Mail, Facebook & Twitter - February 09, 2011 by Erica Swallow

Entertain, Engage and Educate• Needed to ensure our audience derived some value out of their interactions with us• Asked the question: ‘that’s really interesting for us , but how can we make it interesting to our target audience? What do they want to hear?”• Add value don’t just promote service

Relevant Content is a Top PriorityTop Reasons Why Consumers Unsubscribe Via E-Mail, Facebook & Twitter - February 09, 2011 by Erica Swallow

Irrelevant Content will be Filtered Out• ISPs consider graymail to be anything from newsletters to dailydeals and social network updates• What might be “spam” to one person may be very importantto another person

Delivery based on user engagementOutlook Moving towards using behavior todetermine whether an email will end up inyour inbox or your junk folder : • Message read, then deleted • Message deleted without reading it • Message answered • Frequency of receiving and reading of messages of a certain sender

Design Challenge - Portable inboxes• People using social media “on the go” have verydifferent behaviour from people sitting at a desktop• Level of activity, attention and amount of timeshortens considerably - direct impact on mobile content

Responsive Design Mobile App changed to responsive design (CSS3, HTML5)

A D K A RACTION

Action• Effective message design will help get customers to your website• Leverage that momentum to turn them into customers• Once we had customers engaged and they liked what they saw, then we were more likely to get them to act

How to turn “Likes” into “Lovers” • This step is all about taking advantage of the engaged state our “Likers” are in • If they liked our page, they are far more likely to perform another type of actionHow to turn your Facebook “Likes” into Sales December 1st, 2011 by Verity Meagher

Be Clear about How to Participate• Be clear about what you are asking them to do, what you are offering and how they can engage• Get them to sign up to your newsletter, subscribe to our blog and tell their friends about us and become fans

Be Clear and Make it Easy to Act Follow Us Share This Sign Petition Subscribe Calculate what it will cost you Register Result – over 130,000 signed our petition

Encourage Sharing of Content• The higher social engagement, the more likely followers will share your content and help build awareness of your service• Make it easy for them to share – integrating social media sharing tools such as Facebook Like, Google +1, and Tweet badges on our website to increase content sharing.

Integrated Our Social Media

How to Measure Actions?• What are we measuring?• Why are we measuring it?• Did we know what the measure means?• How can we influence the outcome (subscribe or unsubscribe, up or down)? 52

Simple BI MechanismsChannel Behaviour Outcome Important for what Measurable? segmentFacebook / Joiner, Critic People are • Primary • YesTwitter (Likes) listening • SecondaryTwitter / G+ Critic (Retweets/ People trust the • Secondary • Yes shares) information and • Tertiary feel it worthy enough for others to know aboutBlogs Creator, Critic People feel the • Secondary • Yes information is • Tertiary worth discussingEmail Joiner, The information • Secondary • Yes* Spectator, is worth keeping • Tertiary CollectorPaper Collector, The information • Secondary • No Shares is worth keeping • Tertiary & giving to others*If the email newsletter has Campaign Monitor-like functionality

Ways to Measure Campaign Activity

Understanding the Analytics• Dont expect to begetting 80% open rates• 20% to 40% is aboutaverage

How to Increase Open Rates• Experiment with subject lines• Send on a different day• Get the important content up the top (theywill preview before deciding to open it orignore it)• Make sure your email is recognizable (wantto be a trusted source of useful content)

Monitored our “Unsubscribed” rates• Industry norm is <2% unsubscribe rate• The exception is when you send to new lists (tend to generatehigher unsubscribe rate)

Site Analytics – Prior to Digital Strategy1 Jan to 30 Dec 2010• 4535 people visited our site• 8,597 page views• 3.1 average pages viewed• Time on site 1.21 mins

Site Analytics – Post Implementation First Month – soft launch “skinny solution” Second Month – fully integrated campaign 3 x more visitors and page views in 1 month than what was achieved over 12 months

A D K A RREINFORCEMENT

Reinforcement• A good experience will ensure they: – Engage again – Share their experience with others – Which will in-turn increase their likelihood of engaging as well• As well as ensuring the interaction is a positive one, need to satisfy their desires and/or address their pain point

Reinforcement• Let customers know the benefits of their action to reinforce their behaviour• Keep the two-way conversation going• Moving to collaboration rather than just pushing out info of interest• Social Engager vs Mass publisher

Summary pre-contemplation contemplation preparation action maintenance A D K A RAwareness Desire Knowledge Action Reinforcement• Content delivered • Communicate • Enable • Deliver on wants • Good user-experience –into search engine capability to deliver identification with • Deliver on Needs virtual or physicalresults thru SEO Wants brand and Authors • Satisfy ‘Desire’ regardlessstrategy • Speak w/ • Assure knowledge of channel• Brand consistency consistent & of delivery thru • Capability to share with• Word-of-mouth via appropriate voice channels of community thru physical physical and • Low-barrier to preference orvirtual participation • Knowledge that virtual social mechanisms mechanisms • Potential to deliver action will result inenabled thru social on power removal of pain-media motivators points

Designing for Conversions Do’s & Don’ts Do’s • Provide value - Interesting and Relevant content • Be consistent - Have the same look and feel so all you need to do is drop in the content. Makes it easy for you and reader • Include links – Link to longer articles on your website and track what readers are clicking • Be personal - Drop in the reader’s first name • Target - Identify segments to make it relevant and effective • Include call to action - Be clear in what you want your readers to do. Make it easy to sign up or participate • Be concise - Put important things at the top, include summary with links, keep it short and sweetSource: E-Newsletter Do’s and Don’ts December 16th, 2011 by Clancy Clarke

Designing for Conversions Do’s & Don’ts Don’ts • Get carried away with animation - Visual elements need to support image and make navigation to key message easier • Too much flash – Inhibits loading times and formatting for accessing internet on the move • Send too often- Plan out what you want to highlight and when. Don’t clutter inboxes. Send a newsletter rather than ad hoc emails • Forget to proof it first - Nothing turns off readers more than mistakes. Check spelling, grammar and offers • Send without an unsubscribe- If readers are no longer interested in your content, it is best to let them unsubscribe quickly and easilySource: E-Newsletter Do’s and Don’ts December 16th, 2011 by Clancy Clarke

Thank youMia Horrigan @miahorri zenexmachina.wordpress.com Mia Horrigan Mia.Horrigan@zenexmachina.com http://www.slideshare.net/miahorri

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Unsubscribed designing for conversion

by Mia Horrigan

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