Social Media Conversion, SFU Bus450, Fall 2015.pptx
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An introduction to social media conversion for beginners, covering: Section 1: Defining Conversion Section 2: Basic Conversion Strategy Section 3: Case Studies Section 4: Conversion Optimization
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Social Media Conversion, SFU Bus450, Fall 2015.pptx
- 1. Storytime Once upon a time, in 2008....
- 2. In 2008...
- 3. Dan Siroker
- 4. We aren’t going to tell
- 5. The Results: 2,880,000 ADDITIONAL sign ups 288,000 ADDITIONAL volunteers $60 million in ADDITIONAL campaign donations
- 7. Social Media Conversion Farzin Faghihi, Jeff Salzsauler, Michael Pizzolon, Garrett Downes, Smarth Duggal, Brian Lee
- 8. Agenda Section 1: Defining Conversion Section 2: Basic Conversion Strategy Section 3: Case Studies Section 4: Conversion Optimization
- 9. Defining Conversion “Enticing users to take a desired action.”
- 10. SO WHAT?
- 11. Conversion Redefined “Enticing visitors of your online presence to engage in a desired action which provides you with a return.”
- 12. Possible desired actions: For a Website: Make Purchases Register for Membership Subscribe to Newsletter Download App or Software Click Through on Advertiser’s Banner Create Leads for Future Business
- 13. Possible desired actions Social Media: Increase Customer Engagement Click Through to a Main Website
- 14. As a Rule, All Desired Actions will Either: Increase Reach Increase Customer Engagement Click Through to a Main Website Register for Membership Subscribe to Newsletter Directly Contribute to Revenue Make Purchases Download App or Software Click Through on Advertiser’s Banner Generate leads and information
- 15. Section 2: Basic Conversion Strategy
- 16. Three Guidelines for an Effective Conversion Strategy 1. Start with a crystal clear conversion goal 2. Make the process as easy as possible 3. Match the attractiveness of the offer with the amount of effort involved
- 17. Three Guidelines for an Effective Conversion Strategy 1. Start with a crystal clear conversion goal BAD: “Our goal is to earn more money” GOOD: “Our goal is to entice 2% of site visitors to sign up to our e-mail list”
- 18. Three Guidelines for an Effective Conversion Strategy 1. Start with a crystal clear conversion goal 2. Make the process as easy as possible
- 19. What is the Conversion Goal of This Page?
- 20. If Your Website is Well Set Up For Conversion... It Will be IMMEDIATELY Obvious What You Want Your Visitors to Do Let’s Look At Some Examples:
- 21. What is the Conversion Goal of This Page?
- 22. What is the Conversion Goal of This Page?
- 23. What is the Conversion Goal of This Page?
- 24. What is the Conversion Goal of This Page?
- 25. Three Guidelines for an Effective Conversion Strategy 1. Start with a crystal clear conversion goal 2. Make the process as easy as possible 3. Match the attractiveness of the offer with the amount of effort involved
- 26. 3. Match the attractiveness of the offer with the amount of effort involved
- 27. Definitions: Gate “A landing page which requires the user to take some action before reaching their desired content.”
- 29. If you are going to ask someone to enter their personal information MAKE SURE YOU ARE OFFERING SOMETHING THEY ACTUALLY NEED! Otherwise you’ll just turn off potential conversions.
- 30. 3. Match the attractiveness of the offer with the amount of effort involved
- 31. What is a Conversion Funnel 50000 People Show Interest 20000 Click on Your Social Media 1000 Click Through to Your Website 100 Click Through Your Initial Gate 50 Are Converted
- 32. Converting Users from Social Media Social Media is Limited in What Each Platform Can Accomplish, therefore The general goal is to: Entice clients to click away from social media and visit your website Where you can: - Curate, Create and Control a Wider Array of Content - Sell Directly to Users - Feature Your Advertisers - Directly Achieve Your Conversion Goals
- 33. Let’s reiterate this- The key purpose of your social media accounts is to: Drive Reach!
- 34. So How Do We Actually Use Social Media To Drive Reach? 1. Attract Users By Speaking the Language Native to the Social Media Channel 2. Give Those Users a Reason to Switch Over to Your Conversion Channel
- 36. Converting Users From Social Media
- 37. 1. Attract Users By Speaking the Language Native to the Social Media Channel
- 38. The Language Native to the Channel
- 39. The Language Native to the Channel
- 40. 1. Attract Users By Speaking the Language Native to the Social Media Channel
- 41. 2. Give Those Users a Reason to Switch Over to Your Conversion Channel
- 43. What Just Happened There
- 44. Not All Reach... ...is Good Reach.
- 46. Question: Was This an Example of Good Reach?
- 47. Section 3: Case Studies
- 48. Physical vs Online Businesses How does an online business differ from a physical business when it comes to: - Social Media - Conversion rates - Engagement - Promotion How are they similar?
- 49. Social Media Goals of Online Businesses Build an online Community, Connection and Brand Love Build positive brand recognition and loyalty Expand Reach and Awareness of the Business Create engagement of users through online content and discussions Promote online Events, Contests and Sales Create Interest and Provide Information For New Products
- 50. Case Study 1: Bodybuilding.com What is Bodybuilding.com? The World’s #1 Fitness Website Projected $420 Million in Revenue For 2015 Primary Revenue Source is from Sports Supplements Largest Database of Free Fitness Related Content
- 51. Case Study 1: Bodybuilding.com Social Media Presence Active Social Media Accounts: Instagram: 1 million followers Facebook: 2.8 million likes Twitter: 541,000 followers Youtube: 497,000 followers
- 52. Case Study 1: Bodybuilding.com 1st Conversion Goal for Website: Drive Sales of Supplements
- 53. Case Study 1: Bodybuilding.com 2nd Conversion Goal for Website: Reach The Forum Bodyspace Contests
- 54. Case Study 2: Praise 106.5 Who is Praise 106.5? Small Christian radio station NW Washington & SW British Columbia Uplifting and encouraging - - Songs & Testimonies - Fundraisers & Events & Ticket Sales - Other Local Businesses No Provocative Content
- 55. Case Study 2: Praise 106.5 Multiple Social Networking Channels: Facebook - 23,500+ likes TuneIn - 75,700+ followers Website Mobile App
- 57. SM Networking Channels Events & Calendar Last played songs Bible Verses
- 58. What do these look like?
- 59. Advertisements!
- 61. Case Study 2: Praise 106.5 Conversion Goals: Increase Ad Revenues, Increase Donations
- 62. Social Media Goals of Physical Businesses Build Community, Connection and Brand Love Expand Reach and Awareness of the Business Promote Events, Contests and Sales Create Interest and Provide Information For New Products
- 63. Case Study 3: Revolver What is Revolver? Local coffee shop near Gastown Specializes in premium coffee Aimed at a millennial, Instagramming-your-coffee crowd Very popular amongst those into coffee.
- 64. Case Study 3: Revolver Active Social Media Accounts: Instagram: 8086 followers Facebook: 2065 likes Twitter: 5976 followers
- 67. Case Study 3: Revolver
- 68. Case Study 4: CMCD Auto Detailing Two main channels of customer generation: 1) Online ads - up 24/7, bring new customers in 2) Word of mouth referrals - existing customers tell their friends Potential customers often research the brand before enquiring this is the goal of social media: convincing customers to proceed
- 69. Case Study 4: CMCD Auto Detailing About the business - Small, local business - Detailing of cars, trucks, RVs, boats, etc. - Physical services: single income channel ➔ labour Clientele - Local to Greater Vancouver - Customers mostly wealthy or car enthusiasts
- 70. Case Study 4: CMCD Auto Detailing Active Social Media Accounts: Instagram: 782 followers Facebook: 101 likes ...not huge, but made fairly recently No website (yet), under construction - social media accounts currently acting as sole online presence
- 71. Case Study 4: CMCD Auto Detailing
- 72. Where is the conversion goal?
- 74. Section 4: Conversion Optimization
- 75. Landing Page A standalone web page distinct from your main website that has been designed for a single focused objective. Landing pages limit the options available to your visitors, helping to guide them toward your intended conversion goal.
- 76. Landing Page Part of an effective social media conversion strategy is to realize that users clicking through from different forms of social media have different needs and wants. To optimize conversion, try creating a different landing page for each social media link.
- 77. Call to Action A call to action directs the user towards your conversion goal. Usually, your call to action is a link or button.
- 78. Crafting a Solid Call to Action Eye-Catching Design Copy That Makes People Want to Act A Clear Value Proposition
- 80. Eye Catching Copy that Makes People Want to Act A Clear Value Proposition
- 81. 221%Increase In Lead Generation How much of a Difference Did Changing the Call To Action Make?
- 82. A/B Testing
- 83. A/B Testing One of These Pages Saw 21% Greater Traffic Than the Other
- 84. A/B Testing
- 85. A/B Testing
- 86. A/B Testing
- 87. Things to Remember For A/B Testing Don’t reinvent the wheel, make small changes and observe the results Small increases in conversion add up Follow the analytics all the way to your final conversion goal
- 88. Let’s go Back to the Beginning... “The $60 Million Landing Page”
- 89. Three Guidelines for an Effective Conversion Strategy 1. Start with a crystal clear conversion goal 2. Make the process as easy as possible 3. Match the attractiveness of the offer with the amount of effort involved
- 91. Use Social Media To Drive Reach
- 92. The Obama Campaign Conversion Funnel Conversion Goal: Generate E-Mail Leads
- 93. A/B Testing with the Obama Campaign The landing page started with : 6 Forms of Media: 3 different pictures, 3 different videos 4 Buttons: Each with a Different “Call to Action” From this, Dan Siroker created 24 different Landing Pages
- 96. These 24 pages were tested with over 13000 visitors each Data was gathered using google analytics And a winner was selected
- 97. Once Upon a Time…. ….In 2008
- 98. Resources: How Obama Tapped Into Social Networks’ Power: http://www.nytimes.com/2008/11/10/business/media/10carr.html?_r=0 What is Your Social Conversion Rate? http://www.slideshare.net/bmassey/brian-massey-innotech-pdx-social- conversion?qid=9fb08f20-8f5e-41bf-896a-4b195208952b&v=qf1&b=&from_search=35 Conversion Course – Supercharge Your Website http://conversionscientist.com/conversion-course-supercharge-know-how/ Website Conversion Rates: Value of Social Media in Business http://www.slideshare.net/mediamarketing56/website- conversion-rates-value-of-social-media-in-business?qid=9fb08f20-8f5e-41bf-896a- 4b195208952b&v=qf1&b=&from_search=27 Optimizing the Blog Volcano http://www.slideshare.net/bmassey/optimizing-the-blog-volcano Experience Optimization Platform https://www.optimizely.com/solutions/#testing
- 99. Resources: The Definitive Guide to Conversion Optimization http://www.quicksprout.com/the-definitive-guide-to-conversion-optimization/ Conversion Rate http://www.marketingterms.com/dictionary/conversion_rate/ E-Commerce Customer Acquisition Snapshot http://blog.custora.com/2013/06/e-commerce-customer-acquisition-snapshot/
Editor's Notes
- During his 2008 campaign for presidency of the United States, the Obama campaign was innovative in its pervasive use of social media to create awareness, drive user engagement, and access new, younger voters. The Obama campaign understood that you could use the Web to “lower the cost of building a political brand, create a sense of connection and engagement, and allow volunteers to self-organize to do the work”(Carr, 2008). Obama’s model has become the standard setter for modern political campaigns the world over. The Obama campaign’s was also a standard setter in incorporating modern data analytics to identify and analyse current and potential voters. This article from the New York Times discusses some of the high points of Obama’s ground breaking Social Media strategy. http://www.nytimes.com/2008/11/10/business/media/10carr.html?_r=0
- Obama’s head of Data analytics at this point-Dan Siroky, who has since gone on to found Optimizely.com and become one of the world’s most esteemed experts in customer conversion. At this point, Obama was building his voter base, and wanted to make the best use of the Obama campaign website. Specifically, his goal was to maximize the number of sign-ups to his e-mail list. Siroker applied his skills and came up with this:
- Pictured is the landing page which was used for the majority of the Obama 2008 campaign. you exactly what Dan Siroker did here just yet-we’ll come back to that later in our seminar. But we will tell you what the results were.
- So how did he do it? We’ll tell you. Over the course of this presentation, we will discuss the fundamental strategies of effective online conversion, discuss how to use social media effectively to accomplish your conversion goals, and describe some of the basic optimization methods which made this landing page, and Obama’s social media campaign in general, so effective.
- Ladies and Gentleman, I’m Jeff Salzsauler this is my team and we’re here to talk to you about conversion.
- Lets begin with a definition of conversion. Now if that sounds very vague, it should. But let’s expand on it a bit. http://www.marketingterms.com/dictionary/conversion_rate/
- Lets narrow it down a bit. All social media accounts, all websites, all blogs, all youtube channels, all of it generates some level of activity. Users come to visit, to read the articles, to gawk at the pictures. So what? Chances are the actual purpose of your website isn’t just to attract visitors. Every site has a purpose. And generally that purpose is to generate some type of return.
- With this in mind, lets redefine customer conversion to this:
- Examining the potential desired conversion actions, we can split them into actions desired for websites, and actions desired for social media accounts. Website may want users to: Make Purchases Register for Membership Subscribe to Newsletter Download App or Software Click Through on Advertiser’s Banner Create Leads for Future Business
- Social Media, however, is a more limited source of consumer interaction, as each user can only engage with each social media platform in a certain way. Generally, social media accounts should be used not as a final conversion goal in and of itself, but rather a method to drive users to the company website, where a wider variety of actions are available.
- As a rule, all desired actions will either increase reach or directly contribute to revenue. Increase Reach Increase Customer Engagement Click Through to a Main Website Register for Membership Subscribe to Newsletter Directly Contribute to Revenue Make Purchases Download App or Software Click Through on Advertiser’s Banner Generate leads and information The final goal is often the most important. One of the key goals of any online conversion is to generate leads and gather information about users. Many of the sites featured in this presentation will utilize gates in order to gather information on their users, often in addition to more immediate conversion goals.
- Effective Conversion Strategy: When designing a conversion strategy, it is important to consider the following principles: Start with a clear conversion goal. In order to be effective, goals must be specific, measurable, actionable and reasonable. In order to effectively build a goal, a measurable metric of some sort, such as percentage growth of e-mail sign ups, should be assigned to your conversion goal. Make the process as easy as possible: in order to facilitate your conversion goal, make sure that users have a simple, and if possible singular, action to perform. By having an obvious route available to your users, you will maximize the flow of conversion through your gated sections. Match the attractiveness of the offer with the amount of effort involved: When utilizing gated content, ensure that the content is of sufficient value to the user that they will be willing to make the effort of entering their information. Unimportant content, or content that is available elsewhere, will tend to repel users when presented with a gate.
- Make sure your conversion goal is: Specific: Increase sign ups to website e-mail list Measureable: 2% increase in volume e-mail sign ups Actionable: this goal can be accomplished using the methods described in this seminar Reasonable: A 2% conversion rate is reasonable Timely: Set a specific timeframe for this goal to measure the efficacy of your optimization strategy
- The process of conversion is primarily the process of guiding users towards a desired goal. Now that, following our first principle, we have a clearly determined conversion goal, it is of central importance that users are clearly, visibly, and unambiguously guided towards that goal.
- Pictured is the landing page, or “Splash Page” of Social Media optimization company Hootsuite. Hootsuites first conversion goal is to increase the amount of potential customer leads for B2B revenue traffic, and it has streamlined the Hootsuite splash page to allow for a user to easily provide social media data through a variety of formats which can be used to generate a customer profile. The central location, high visibility, and de-emphasization of less important options (placed without highlighting on the top toolbar) all aid the user in navigating directly through the website and providing Hootsuite with business leads and user information. www.hootsuite.com
- This is the website of the New Democratic Party of Canada, taken the day of the 2015 federal election. The NDP had a number of conversion goals with this splash page: to allow for donations, to provide access to party created content. While it is possible to feature more than one conversion goal per page, generally it is more effective to target your page towards a single conversion goal.
- This is the website of the Conservative Party of Canada, also captured on the day of the 2015 federal election. While this website also has several potential conversion goals (generate donations, provide information of the conservative party), clearly the emphasis here is on directing users (potentially older and less technologically savvy users), towards the created content
- AVG Antivirus converts users by offering a free demo version of their software, which transitions to a paid subscription after the trial period expires. The AVG landing does a masterful job of directing users toward their free software download. Note again how the conversion goal is centrally located, stands out from the rest of the page, and is unambiguously worded. www.avgantivirus.com
- This is an example of a poorly executed landing page. The conversion goal is unclear, and it is unclear to the user what “get started” implies. Will “getting started” involve an exchange of data or a paid transaction, or is this page simply linking to more information on Frogbox’s services? Unclear conversion goals and poor ease of use will deter customers and narrow your conversion funnel at this important, post interest phase.
- 3. Match the attractiveness of the offer with the amount of effort involved on the part of the user. Typically, users will be looking for-at the very least-a symmetrical transaction, whereby if they provide your firm with their information, they expect something equally worthwhile (such a otherwise inaccessible content) in return. Failing to provide a transaction of symmetrical or greater value will deter users from your conversion goal and will narrow your funnel.
- This is an example of a webpage which does not offer an symmetrical transaction. Tasting Table is a food blog website which offers primarily curated content from other food related websites. The transaction offered here is Access to the Tasting Table website (non original content) ---> access to personal information This is an asymmetric transaction which strongly favors the website, and the user has limited impetus to follow through . This would likely deter users from accessing the site in the first place.
- Gates are used on many, many platforms. Some examples of gates are: -accessing the website via a social media click (such at the Hootsuite landing page on slide 20 -signing up for a free trial or membership -providing an e-mail address and birthdate for adult content Ultimately, all gates provide the website with some form of important user information.
- In this case, the gate is requesting the user’s e-mail address and zip code, along with the user’s permission to use this information for promotional purposes.
- Here is an example of a well balanced transaction. Optimizely is a conversion optimization platform created by Dan Siroker (discussed in slide 4). This website is offering a free trial of a valuable pay service in exchange for the user’s work e-mail address-obviously in order to create leads to companies Optimizely can target with b2b marketing efforts. This transaction heavily favours the user, and would not significantly narrow the conversion funnel.
- Conversion funnels take many forms. As opposed to the traditional model taught in marketing class (see https://moz.com/learn/seo/conversion-rate-optimization for an example of this), an online conversion funnel begins at the widest point, where potential users are attracted. External stimuli could include search engines, external links, or traditional media. The number of users will diminish as they begin to work towards your ultimate conversion goals-with some users losing interest and turning away at each stage. Minimizing the amount of users lost at each stage of this funnel is the central goal of conversion optimization.
- y
- Goal 1 drives the reach of your online presence, by accessing new users and increasing the engagement of existing ones. Engaged users will spread the message of your online presence throughout their own social media. However reach by itself is not always useful. Goal 2 aims to convert that reach into paying customers by diverting users from social media to a direct engagement platform, such as a website.
- For our case study in converting users from social media, we are going to examine Maersk. Maersk (http://www.maersk.com/en) is one of the world’s largest shipping companies, focusing primarily on large scale maritime shipping. Over the past decade, Maersk has made extensive use of a number of social media platforms to drive reach, with the overall goal of generating more business to business sales leads for their shipping services.
- Each social media channel conducts its interactions in a unique way. This method of interaction is the “Native Lanuage” of the channel. This concept was explored in detail by author Gary Vaynerchuck in his book Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World. We will discuss the language of each social channel through the way that Maersk engages with each.
- https://www.linkedin.com/company/maersk-line Linkedin is a business to business platform, and as such the content posted there has a tendency to be dry, professional, and informative. The native language of Linkedin is rich in information, but low in personality. In this case, Maersk has offered Linkedin content which a business manager may use to base a decision on, such as the tracking programs used by Maersk to ensure safe delivery of cargo.
- In contrast to Linkedin, the native language of Facebook is far more personable, conversational, and opinionated. Effective Facebook content offers a strong stimulus for discussion and then encourages users to interact with both the content and each other to create conversation. In this case, Maersk has leveraged this language by offering an interesting stimulus (Maersk is enabling education in Africa by shipping lights globally), and stepping back to allow users to engage each other.
- The native language of Instagram is entirely visual. To effectively access this channel, Maersk simply offers beautiful, skillfully created photographs which feature their brand. Maersk does not attempt to create conversation on this channel, they simply allow instagram users to interact with each other, and allow the presence and popularity of thier feed to drive reach towards more direct marketing channels.
- The native language of Twitter is succinct, declarative and informative. Rather than try and generate conversation on Twitter, skillful companies will simply use the channel to draw attention to more in depth content. Twitter is a very effective channel for...
- ...encouraging users to switch over to a conversion channel, such as a main website. In this case, Maersk has provided a teaser of an article which may interest their users, enticing them to click over to the content, which is hosted on the Maersk website.
- When users click over from social media, the content they wish to access is often gated.
- So following a user experience through the conversion funnel, the user enters at the social media stage, then proceeds through to the company website. Remember that Maersk’s ultimate goal is to create B2B business leads. By entering information into this gate, each user becomes a potential business lead. Maersk is adept at using social media to drive reach, however it is important to consider:
- While Maersk has generated a great deal of traffic through their social media channels and onto their website, only a tiny fraction of that traffic will be comprised of potential shipping clients. Most of the traffic will simply be interested lay people attracted by well composed content with no intention of purchasing shipping. In the case of Maersk, the tiny volume of leads generated will produce far more revenue than the total cost of their social media program, so would still be an example of good reach.
- This is an example of poor reach. This slide contains a professionally produced video on how to make french press coffee-produced on behalf of JJ Bean coffee roasters of Vancouver.
- The video garnered over 840000 views. However, it is important to consider that JJ Bean is a local coffee chain centered in Vancouver, BC, and that 98% of thier customers either live or work within 8 city blocks of a JJ Bean location. While this video has recieved over 840000 views, analytics revealed that less than 5000 of those viewers were from the greater Vancouver area, and much less of them were located within the catchment of a JJ Bean location. For all of the costs of producing a professional youtube video, JJ Bean enjoyed no real increase in their final conversion goal (bring more customers to stores). This is an example of bad reach.
- Case Study 1: Bodybuilding.com What is Bodybuilding.com? The World’s #1 Fitness Website Projected $420 Million in Revenue For 2015 Primary Revenue Source is from Sports Supplements Largest Database of Free Fitness Related Content
- Social Media Presence Active Social Media Accounts: Instagram: 1 million followers Facebook: 2.8 million likes Twitter: 541,000 followers Youtube: 497,000 followers
- 1st Conversion Goal for Website: Drive sales of supplements Social media drives reach -> landing page directs to free content (workouts) -> free content drives sales of supplements -> supplement sales reven
- 2nd Conversion Goal for Website: Reach
- Praise 106.5 is a Christian radio station that is based and played in North West Washington while also reaching South West B.C They play uplifting and encouraging Christian music with absolutely no provocative content. Very family friendly, appealing to parents who want their kids to listen to music that doesn’t involve drugs, alcohol, sex Praise 106.5 also has testimonies and they advertise their fundraisers, events, ticket sales and other local businesses. almost all of December to only Christmas music, so if you are interested -> praise 106.5 fm radio
- Praise 106.5 uses a variety of social networking sites. Facebook and TuneIn being the more favoured ones with over 23,500 likes on facebook and over 75,700 follows on tuneIn. They also have Instagram, Twitter and a youtube account but the following on those are very little compared to facebook and tunein They also have their website and mobile app, which I’ll talk about right now FB - have everything - timely posts 6:30am, 9:00am, 1:00pm, 4:00pm TuneIn - Music streaming, very low engagement
- Lets look at the website and see as a business, what the conversion goal are?
- By looking at the website it’s hard to tell what Praise1065’s conversion goal is. Everything’s bundled up and jumbled together that there’s too much content to take in. With SM, events, bible verses, last played songs… etc. At first glance, There’s no call to action Lets hold off on this and go to their mobile app.
- What do these look like? about 80% of the screen is covered by it. If you look carefully, these are advertisements. Yes Advertisements!!
- Praise 106.5’s main source of revenue comes from advertising sales and listener donations. These are the final conversion goals that are hidden within the website and app. So let's look back at the website and see what we can find
- Fall share-a-thon and Give Now can be seen on the website. These are one of the final conversion goals that praise has. Does it cover the 3 key points of an effective conversion goal? Maybe not so much, but is there some sort of conversion goal? definitely
- To sum it up, what’s the conversion goal/funnel? They want listeners to hear their advertisements, go and look for Praise 1065 online, direct them to the website, and potentially have them donate or purchase advertising options. Or they want listeners to download their mobile app which have visible conversion goals and expose users to potentially donating or purchasing advertising options.
- Social Media Goals of Physical Businesses Build Community, Connection and Brand Love Expand Reach and Awareness of the Business Promote Events, Contests and Sales Create Interest and Provide Information For New Products
- With our previous case studies, we showed examples of conversion, both big and small, through online channels. Switching gears, let’s take a look at a completely different type of company What is Revolver? Local coffee shop near Gastown Specializes in premium coffee Aimed at a millennial, Instagramming-your-coffee crowd Very popular amongst those into coffee. So how is Revolver different? Their conversion channel. It’s not about their getting customers to their site, it’s about getting customers in the store.
- Active Social Media Accounts: Instagram: 8086 followers Facebook: 2065 likes Twitter: 5976 followers Instagram: Only have it for a year Twitter: Tweeting during peak coffee hours, and about store promotions, matching their target crowd Facebook: Completely abandoning it.
- No call to action, nothing to be accomplished online It’s all about the image, all about the presenting an atmosphere that aligns with their target market, that will bring them into the store.
- Pick out a person in the class with Starbucks, ask them to describe their relationship with coffee, and see their reaction to that question. Pick out another person with a big chain, ask how do they appreciate the experience that comes with a cup of coffee. Explain that maybe this class isn’t their target market, and that’s okay, as you are not their target market for conversion. Revolver smartly narrowed their customers and had success in engaging with them, in comparison to JJ Bean we saw earlier and tried to reach such a broad audience that they ended up bringing in basically no one. Actual quote from site: And we like details, of which coffee is but one of many in a finely tuned life. But it's such an important one, isn't it?
- Social: Images of their store on Instagram, and through world of mouth. Spending time in the store: Process of making the coffee can take 5-10 minutes, aesthetics of store designed around the culture of the target demographics being brought in. $$$: This coffee isn’t cheap, but when the market feels comfortable enough in a store, they are more willing to spend the money to be there.
- Case Study 4: CMCD Auto Detailing Two main channels of customer generation: Online ads Up 24/7, bring new customers in Word of mouth referrals Existing customers tell their friends Potential customers often research the brand before enquiring, this is the goal of social media: convincing customers to proceed
- About the business Small, local business Detailing of cars, trucks, RVs, boats, etc. Physical services: single income channel ➔ labour Clientele Local to Greater Vancouver Customers mostly wealthy or car enthusiasts Several hundred loyal clients built up over the years
- Active Social Media Accounts: Instagram: 782 followers Facebook: 101 likes ...not huge, but made fairly recently No website (yet), under construction Social media accounts currently acting as sole online presence
- Really the only conversion goal I have is to get my followers to buy my services, i.e. turning them into customers
- Original home page - no clear conversion agenda
- Revised home page, clear call to action button
- Ok, we’ve talked about what works and does not work for a wide variety of businesses. So what is going to work for your business?
- In the purest sense, a landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective. This means that your landing page should have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.
- In the purest sense, a landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective. This means that your landing page should have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.
- Eye-Catching Design: For someone to click on your CTA, they have to first notice its existence. This is pretty much the one time you can veer off course from your branding guidelines: Your CTAs’ colors should contrast with your website design, yet also appear large enough to be noticed (we’ve seen them perform best around 225px wide and 45px high). Copy That Makes People Want to Act: It's not enough to say "Submit" as your CTA's copy -- you need a concise, jargon-free phrase that uses actionable verbs to catch people's attention. If you want more CTA copywriting tips, check out this blog post. A Clear Value Proposition: Show the users what you have to offer them
- Look at the call to action here: Notice how the text isn’t clear. “Get Started” What does that mean? What am I getting started with? Also, the colour blends with directly with the background, it isn’t eye catching and can be easily missed.
- Switch video changed the text to “Get a Free Quote”, and changed the colour from red to black. It’s more clear what action they want you to take, and it jumps right out of the page at you.
- 221% lead generation increase!
- Switch Video used A/B Testing to compare the 2 pages against each other.
- Which website performed better here? (Hint: it’s in green)
- Google Analytics is one way to to A/B testing, but it’s complicated and overwhelming with data.
- Unbounce is a great resource for setting up A/B testing for a low price.
- Things to Remember For A/B Testing Don’t reinvent the wheel, make small changes and observe the results Small increases in conversion add up Follow the analytics all the way to your final conversion goal
- Three Guidelines for an Effective Conversion Strategy Start with a crystal clear conversion goal Make the process as easy as possible Match the attractiveness of the offer with the amount of effort involved