Tech smith+fastspring webinar-april-2019
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We’ve partnered with TechSmith, a global leader in screen recording and screen capture software, to host a webinar showcasing the value of using video to increase customer engagement and boost conversion rates.
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Tech smith+fastspring webinar-april-2019
- 1. 7 Ways to Use Video to Increase Conversion Rates R Y A N K N O T T / P U B L I C E N G A G M E N T S P E C I A L I S T , T E C H S M I T H S A R A H M C C A R T Y / S R . C U S T O M E R S U C C E S S M A N A G E R , F A S T S P R I N G APRIL11/2019 Special Guest: TechSmith
- 2. Housekeeping Tips: • Audio will be provided via the webinar URL • You will not require an additional conference line • This webinar will be recorded and available to watch on demand following the live presentation To Ask a Questions: • Click on the floating Q&A toolbox on your screen
- 3. • Thousands of software companies • 200+ regions • 7+ million transactionspowered by FastSpringevery year B R O U G H T T O Y O U B Y FastSpring is the trusted full-service ecommerce partner for companiesthat sell software around the world.With FastSpring’s full-service ecommerce solution, you can sell more, compete big, and staylean. Founded in 2005, FastSpring is a privately owned company headquartered in Santa Barbarawith officesin Nebraskaand Amsterdam.
- 4. RyanKnotthasmore than 20yearsof experiencemanagingcommunicationsandcontentstrategy,publicrelations,socialmedia, and mediarelations.Hejoined the TechSmithteam in 2016.Ryanispassionateaboutcreatingcontentthat communicatesclearly, engagesaudiences,andinspiresaction. P U B L I C E N G A G M E N T S P E C I A L I S T A T T E C H S M I T H Ryan Knott
- 5. As a Senior Customer Success Manager, Sarah focuses on building strategic relationships with enterprise customers. Her primary strengths include partnering with enterprise customers to drive more value from SaaS solutions, and developing actionable growth plans to achieve concrete results. She has 10 years of experience in various Customer Success functions including implementation, onboarding, revenue growth and team development. S E N I O R C U S T O M E R S U C C E S S M A N A G E R A T F A S T S P R I N G Sarah McCarty
- 7. Eugene Schwartz’s five levels of awareness
- 8. Fact: We are inundated with information.
- 9. 128.8 billion business emails are sent each day.
- 10. Each day, the average employee receives 94 emails and sends 31.
- 11. A recent study estimates that we spend 1/3 of our time at work reading and answering emails.
- 12. And that’s just email …
- 13. Why video?
- 14. A recent study by TechSmith found that 48% of people find video the most engaging form of communication.
- 15. By 2021, video traffic will be 82% of all internet traffic.
- 16. 96% of consumers watch explainer videos to learn more about products and services.
- 17. 94% of businesses said that explainer videos have helped increase user understanding of their product or service.
- 18. 87% of consumers want to see more video from brands in 2019.
- 19. Including a video on a landing page can increase conversion by 80%.
- 20. 79% of consumers say a brand’s video convinced them to buy a piece of software or an app.
- 21. But how can you use video in your sales funnel?
- 22. Digital ads
- 24. Recorded Webinars & Demos • Highly engaging • Work across entire awareness funnel. • Generate high-quality leads.
- 25. Landing Pages
- 26. Landing Pages • 12% increase in conversions. • 8% increase in revenue.
- 27. Product Pages
- 28. Product Pages • 6% increase in conversion • 12% increase in revenue • 5% in Free Trial
- 30. Post- purchas e Emails • 13% percent higher number of transactions per opened email.
- 32. Optimizing the Shopping Experience N U M B E R 6
- 33. 1. Localization 2. Personalization 3. Brandedcheckout experience 3 Tips for Improved Conversions
- 34. Localization 1 Successful SaaScompanies with localized pricing outgrowtheir competitors by 30% or more.
- 41. Q&A
Editor's Notes
- Visual comms software- makers of Snagit & Camtasia Did research late 2018 around visual comms importance, inc video We sell our products online and have experimented with video across the funnel Here’s what we learned
- “Breakthrough Advertising” Unaware: Consumers are unaware they have a problem or need Problem Aware: Consumers are aware of the problem, but need a solution Solution Aware: Consumers are looking for proof that a solution works Product Aware: Consumers are looking for specific products that provide the solution Most Aware: Consumers have bought your product and want next steps There are other versions of awareness funnels, but this one has stood the test of time and it’s the one we use to help guide the content we create for our customers.
- Ever since the internet really took hold, we’ve been hearing about information overload. Add to that, the 24-hour news cycle, social media, the rise of smart phones, infotainment systems in cars … it’s nearly impossible to get away from this deluge of information that’s constantly fighting for our attention.
- In an eight-hour work day, that's 2.66 hours of your day spent on email. ADD source
- That doesn’t count all the other stuff I mentioned earlier. It doesn’t include meetings, training materials, onboarding materials, message board posts, Slack threads, and the ton of other typically plain-text content we come across every day in our jobs. If your target customers are in business, as are TechSmith's, you know that you're losing attention. As a visual communications company, we have a deeply held belief that visual content communicates better than text content. And there’s a lot of anecdotal evidence out there to back that up.
- Video isn’t just the future, it’s the right now. In a recent research study we did, 48% of those surveyed found video the most engaging form of communication. Video grabs and keeps attention in ways that other forms of communication don’t.
- And with the introduction of 5G, the move to more video isn’t going to stop there. As more and more consumers have access to truly high-speed internet, video will play an even bigger role in how we communicate with our customers.
- According to Cisco. And with the introduction of 5G, the move to more video isn’t going to stop there. As more and more consumers have access to truly high-speed internet, video will play an even bigger role in how we communicate with our customers.
- According to Wyzowl. This was also 2017, so it’s VERY likely that these numbers are going up.
- According to Wyzowl. This was also 2017, so it’s VERY likely that these numbers are going up.
- Wyzowl 39% of people cited explainer videos. • 20% wanted to see more entertaining ‘viral’ style videos. • 12% would like to see product demo videos. • 10% said video blogs. • 9% said interactive videos. • 6% said they’d like to see more software tutorials.
- But maybe most importantly, video increases sales Eyeview digital
- Wyzowl
- Video ads have an average click-through rate (CTR) of 1.84%, the highest CTR of all digital ad formats. Research from Facebook notes people spend… 1.7 seconds with a piece of content on mobile 2.5 seconds on desktop Digital ads have the advantage of satisfying the requirements of several places in the funnel. Want to let someone know there’s a better way to do something? Give the unaware customers a look at a problem they didn’t even know they had. Want to remind someone who’s already been looking at solutions to a problem that your solution is the best? Target them with an ad highlighting features that set your product apart. I’ll show a little bit of this ad to give you an idea of how you might use video for a digital ad. In this video, we’re highlighting a key feature of Camtasia, reminding those who are are already aware of Camtasia that device frames give them a great way to showcase their software or app. With digital ads, it’s important also to recognize the rising use of mobile devices vs. desktop computers. More people use mobile everyday. Mobile is the future. Knowing that more people are using mobile it becomes more important to quickly grab their attention and try to keep it. Video does that. 78% of all mobile data will be video by 2021. Other 3rd party stats from Allison: Capturing Attention in Feed: The Science Behind Effective Video Creative: https://www.facebook.com/business/news/insights/capturing-attention-feed-video-creative# Creative Effectiveness (has several links within which might be helpful): https://www.facebook.com/business/insights/advertising/creative-effectiveness?ref=ens_rdr Video ads: https://www.facebook.com/business/ads/video-ad-format
- According to InsideSales.com, 73% of marketing and sales leaders say webinars are one of the best ways to generate quality leads. Why? They are highly engaging. According to GoToWebinar, the average webinar attendee viewing time is 61 minutes. Going back to that idea of competing for attention, having a customer’s attention for over an hour is almost unthinkable, but there it is. They work across the entire customer journey. From thought-leadership panel discussions to weekly live demos, webinars are a dynamic and effective way to move prospects down the funnel from awareness to closed deal and beyond. They generate high-quality leads for Sales. Webinars come with a ton of information about your prospects you can use to identify high-quality, sales-ready leads. With each webinar registrant, you can collect lead and engagement data your sales team can use to initiate personalized outreach. We often use recorded demos to showcase new features in our software or simply provide how-tos on various ways to better communicate with video and images. This example from my colleague Matt Pierce was a live event where we were testing our live video stream and Matt he took the opportunity to answer some questions from our users.
- According to InsideSales.com, 73% of marketing and sales leaders say webinars are one of the best ways to generate quality leads. Why? They are highly engaging. According to GoToWebinar, the average webinar attendee viewing time is 61 minutes. Going back to that idea of competing for attention, having a customer’s attention for over an hour is almost unthinkable, but there it is. They work across the entire customer journey. From thought-leadership panel discussions to weekly live demos, webinars are a dynamic and effective way to move prospects down the funnel from awareness to closed deal and beyond. They generate high-quality leads for Sales. Webinars come with a ton of information about your prospects you can use to identify high-quality, sales-ready leads. With each webinar registrant, you can collect lead and engagement data your sales team can use to initiate personalized outreach. We often use recorded demos to showcase new features in our software or simply provide how-tos on various ways to better communicate with video and images. This example from my colleague Matt Pierce was a live event where we were testing our live video stream and Matt he took the opportunity to answer some questions from our users.
- Landing pages are typically going to be best for those in the product aware phase of the funnel, but can also be used for things landing pages for webinar sign-ups, e-book or white paper downloads and more. We did a really cool test of using video on a landing page highlighting Snagit’s features, and came up with some pretty incredible results. This is the image of our original landing page. It was static, listing each feature with a graphic representation. This landing page performed well, but we were curious what would happen if we added video. So we added videos, including this one highlighting the Favorites feature, which allows customers to add tools they use frequently to a Favorites pallete. As I mentioned before, the results were pretty impressive. Overall, the variant with video saw a 12% increase in conversions and an 8% increase in revenue
- Landing pages are typically going to be best for those in the product aware phase of the funnel, but can also be used for things landing pages for webinar sign-ups, e-book or white paper downloads and more. We did a really cool test of using video on a landing page highlighting Snagit’s features, and came up with some pretty incredible results. This is the image of our original landing page. It was static, listing each feature with a graphic representation. This landing page performed well, but we were curious what would happen if we added video. So we added videos, including this one highlighting the Favorites feature, which allows customers to add tools they use frequently to a Favorites pallete. As I mentioned before, the results were pretty impressive. Overall, the variant with video saw a 12% increase in conversions and an 8% increase in revenue
- Snagit Product Page – Animated Hero Test (Control with static image banner vs. Variation with animated hero banner) Like with our landing pages, we wanted to see if a page with video would perform better than a page with a static image. In short, it really did. Our original page was included a static image with a buy now call to action. We worked with Spiralize, our third-party conversion optimization team to do an A-B test with that original banner vs. a page with an animated gif. That’s a really important thing to remember, too. An animated gif can count as video for things like this. It incorporates motion and highlights key features and shows off your user interface in an engaging way, but without the need for sound. Results +6% increase in conversion +12% increase in revenue +5% in Free Trial
- Landing pages are typically going to be best for those in the product aware phase of the funnel, but can also be used for things landing pages for webinar sign-ups, e-book or white paper downloads and more. We did a really cool test of using video on a landing page highlighting Snagit’s features, and came up with some pretty incredible results. This is the image of our original landing page. It was static, listing each feature with a graphic representation. This landing page performed well, but we were curious what would happen if we added video. So we added videos, including this one highlighting the Favorites feature, which allows customers to add tools they use frequently to a Favorites pallete. As I mentioned before, the results were pretty impressive. Overall, the variant with video saw a 12% increase in conversions and an 8% increase in revenue
- Chance to make customers for life. Onboard new customers in an efficient and delightful way. Help customers feel more connected to the brand. we created a series of short videos to help our customers understand the ins-and-outs of our video editing product, Camtasia. In these videos, we covered key features while trying to keep our videos short and sweet. Our goal was to make it easy for customers to work through the onboarding one topic at a time, instead of watching one long video that covered everything. But, we tried another great thing recently that really proves the point. In December and January we ran a layout test in our Camtasia trial series (a series that onboards new trial users to the product). The series links to video tutorials and other resources on our website. Content in both the control and the test were the same, but the layout was different. The test version put imagery at the top in a prominent position. In these test emails, the imagery was usually a video thumbnail with play button, linking to the online video tutorial. We concurrently did a subject line test, and so the data we’re looking at is based attempts to remove that factor from the results, by looking at number of transactions per opened email. The test version with the prominent video play button imagery had a 13% higher number of transactions per opened email, even though it had a 13% lower click-to-open rate (this rate was influenced by the fact that the test version also had the higher open rate with the test subject lines). This indicates that those who took action and clicked through in the test emails were more inclined to complete a purchase. More testing is needed to prove out this theory more conclusively.
- Landing pages are typically going to be best for those in the product aware phase of the funnel, but can also be used for things landing pages for webinar sign-ups, e-book or white paper downloads and more. We did a really cool test of using video on a landing page highlighting Snagit’s features, and came up with some pretty incredible results. This is the image of our original landing page. It was static, listing each feature with a graphic representation. This landing page performed well, but we were curious what would happen if we added video. So we added videos, including this one highlighting the Favorites feature, which allows customers to add tools they use frequently to a Favorites pallete. As I mentioned before, the results were pretty impressive. Overall, the variant with video saw a 12% increase in conversions and an 8% increase in revenue
- Showcase real customers who are representative of your audience Presents a specific problem that your product can solve better than anything else Backs up promises with evidence Demonstrates key benefits in action
- Don’t reuse API credentials across multiple disparate projects (balls of yarn = bad!) Many APIs offer the ability to create separate accounts, keys, secrets, and so on, for multiple projects. Don’t be lazy! With big semi-public APIs like Google Maps, reCaptcha, and the like, it can be tempting to use a single credential across many different projects. This only makes your life harder when a codebase has API-related issues, or when it comes time to pass ownership to a new development team. It might seem convenient to share API credentials across multiple codebases, but it will cause a headache in a few weeks, months, or years down the line.
- ~ 1 minute 10 seconds Your web developer can design scripts or other automated processes that interact with the FastSpring API each time a certain event occurs, or at a certain time each day. For example, you might have a script that automatically retrieves the latest order details once every hour and updates your own database.
- Next, I would like to quickly go over some of the benefits of using APIs:
- Next, I would like to quickly go over some of the benefits of using APIs:
- Next, I would like to quickly go over some of the benefits of using APIs:
- Next, I would like to quickly go over some of the benefits of using APIs:
- Next, I would like to quickly go over some of the benefits of using APIs:
- Next, I would like to quickly go over some of the benefits of using APIs:
- ~ 1 minute 10 seconds Your web developer can design scripts or other automated processes that interact with the FastSpring API each time a certain event occurs, or at a certain time each day. For example, you might have a script that automatically retrieves the latest order details once every hour and updates your own database.
- Jon Tewes develops creative solutions involving webhooks, Store Builder Library, and the FastSpring API, and assists with the onboarding process for high-volume clients. Jon has fourteen years of e-commerce experience, including the last four years at FastSpring. Should I use the API to create a session for each customer, or am I better off using Store Builder Library? It may depend on your use case. * If you go with the API approach it's completely secure, so you can do price overrides without having to encrypt your payload as you would with Store Builder Library. But regardless of price overrides, you'd need to create new customers' customer accounts first by POSTing to the /accounts endpoint. Now if you're thinking about building a Store experience on your own site, you'd probably also need to develop an interface on your web site that directly or indirectly sets up the server-side API call (e.g. collecting customer's name and email address, selecting products in the order, specifying quantities, etc.). * On the other hand, if you use the Store Builder Library approach, you can use our proprietary JavaScript methods (and markup directives) to collect the necessary info and update the order details dynamically, on the fly, right in the customer's browser. But since it's client-side, if you have a need to pass certain types of details (like product attributes or price overrides), then in that case you'd have to use the secure payload method of the library, which involves encrypting the payload on your server anyway, and then only passing the encrypted payload (as opposed to the unencrypted order details) via the JavaScript library. But if your goal is to build a customer-facing Store experience on your own pages and you don't need to override products' prices, then Store Builder Library sort of becomes the obvious choice, since that's really what it's designed to do. Can I use the API to modify a customer's subscription instance (for example, if the customer wants to upgrade or downgrade)? Yes indeed. By posting to the /subscriptions endpoint with the subscription ID, you can make all sorts of changes to the subscription record, including changing the subscribed product, the price, the next billing date, etc. You can even have FastSpring automatically generate a prorated refund for the unused portion of the current billing period at the current / old rate, and an automated charge for the remaining portion of the current billing period at the new rate. That's as simple as passing "prorate":"true" with your POST, and we'll handle all the calculations and everything else automatically. Also, if you're wondering "but how do I get the subscription ID for a given customer's subscription", the most common way is by subscribing to our webhooks. But you could also call GET /accounts for the customer's account ID, if you have that, and the API response would give you a list of all of the customer's subscription IDs, among other account details. What happens if I lose my API credentials? Is it possible to create a new username and password? Well the username will always be the same and you can access it any time via the Dashboard, but you can certainly have us generate a new password if needed. On that same page in Dashboard, under Integrations -> API Credentials, there is a RESET CREDENTIALS command that deletes the original password and generates a new one. Just remember that if you've hard-coded your API password into scripts, cron jobs, stored methods, etc., you're going to have to replace it with the new password in those files immediately, because they will all stop working once you replace the old password with a new one.