What really converts your landing page visitors into customers?
That's right: Email, the longtime ROI workhorse.
Email marketing is about more than just lead generation. It's the best way to keep your audience engaged and converting over and over again.
Let's delve into tests and campaigns that produced double- and triple-digit conversion lifts.
You'll learn:
- Surprisingly simple ways to boost conversion & response rates
- Why it's time to rethink your marketing funnel
- A proven action plan for growing your customer base with email
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Beyond lead generation from landing page forms to email follow ups
1.
2. Hunter Boyle
Sr Business Development
Manager at AWeber
Thank you for joining us!
We’ll be starting in just a few minutes
@unbounce @hunterboyle
Ryan Engley
Unbounce Director of
Customer Success
Beyond Lead Generation
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The Funnel vs. Real Life
I never woke up on a
Monday and said,
‘I want to be a lead in
someone’s funnel!’
Dharmesh Shah,
Co-Founder/CTO, HubSpot
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provide average value
compared to other sources
don’t listen closely to our audience
keep “blasting” list names
on our own timelines
produce crappy content
Source: Velocity Partners
TESTING ONLY GETS US SO FAR IF WE ...
WARNING!
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Landing Pages, Site Pages & Forms
Keys to entice more visitors to subscribe or buy:
Proximity & Path: Placement of CTAs in your content
Disruption: Content interruptions and overlays
Incentive: Powerful offers, giveaways and bonuses
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Emails & Automation
Keys to build on momentum, initial impression:
Welcome emails and series that build relationships
Deliver actionable, high-value content consistently
Stand out in a crowded field with value, voice, WIIFM
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Inactives & Cancels
Keys to bring them back or improve your model:
Alternatives: Frequency, format, content types
Targeted re-engagement campaigns
Analyze feedback and apply it to optimize further
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ENGAGEMENT GUT CHECK
✓ What’s my primary goal with this landing page/email?
✓ Will readers find it relevant, actionable and exceptional?
✓ What problem does it solve? Is the value/WIIFM clear?
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CONTENT GUT CHECK
✓ Relevance: Is the content/offer/topic compelling & timely?
✓ Copy: Appropriate voice, style, length? Personality? Spelling?
✓ Design: Does it look professional? Is it mobile-friendly?
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5 KEY TAKEAWAYS
1. Rethink the Funnel
2. Respect the Inbox
3. Always Be Interacting
4. Ooze Value + Actionable WIIFM
5. Test Methodically