You’ve optimized your touchdown web page to transform like an electrical automotive salesman in a world with out oil, and your PPC marketing campaign is pumping out a CPA decrease than a spring break limbo pole.
But regardless of having a effectively focused and related giveaway (an e-book or a webinar registration) in your web page, you possibly can be producing extra paying prospects out of your prospects – and I’m going to indicate you ways.
Conversion is your main objective, however encapsulating a lead in a bigger sphere of affect ought to be an vital secondary advertising and marketing tactic. Your prospects are going to depart your affirmation web page in some course, so attempt to information them in a method that might be useful – or get them to do one thing whereas they’re there.
Preserving them within the temper
Following on from the saucy metaphor established within the intro picture, you want to begin considering extra about what you need your new result in do now that you’ve their consideration. You wish to make the most of that magic second straight after the shopper says “Sure, I such as you” to maintain them in your sphere of affect whereas they’re “within the temper”. You are able to do this by focussing their consideration on the very first thing they see after submitting your lead gen type – the affirmation web page.
The place the magic occurs – The affirmation web page
The lead era affirmation web page might be thought-about the digital equal of a grocery store sweet shelf. Admit it, you’ve fallen sufferer to these cabinets of candy goodness stacked by the checkout as you wait in line – aimlessly throwing crap you don’t want into your basket.
Ways like this work on you earlier than you take a look at. However what about proper after? The hot button is to remain related and supply a comply with up that re-engages your new lead.
Even higher although is the retention based mostly affirmation CTA. However asking somebody to pause and hearken to your message after they’ve paid is much more difficult. Staying with the grocery store analogy for a sec, think about if the man bagging your meals mentioned, “Hey, right here’s a $5 voucher for subsequent time” – likelihood is you’d listen. That’s a post-conversion conversion.
What you DON’T wish to do in your affirmation web page
Under I’ll clarify a bunch of issues you possibly can add to your affirmation pages, however first I wish to speak about distraction. Your affirmation web page is simply one other touchdown web page, so that you wish to hold it actually targeted on one goal (some targets can have a number of actions, however they need to be associated) – don’t get grasping. In case you attempt to stack all the pieces on there you’ll overwhelm folks and find yourself with what’s often called The Toothpaste Trance.
The Toothpaste Trance is a psychological phenomenon the place there may be a lot selection for a similar product that you find yourself simply choosing at issues randomly. This is sort of a homepage vs. touchdown web page. One (a touchdown web page) has a definite and apparent CTA and the opposite (a homepage) usually has between 20 and 70 issues to do. Make it straightforward for folks and so they’ll make the most of your provide extra usually.
5 post-conversion advertising and marketing concepts in your affirmation web page
At this stage it’s all about EXCEEDING expectations. You will have a clean web page to work with and some valuable seconds to direct your new lead. Listed below are 5 concepts that you should utilize:
1. Ask them to comply with you by way of social media (Twitter, Fb) – or share your web page
This can be utilized as a secondary “security web” name to motion in your touchdown web page, so long as it’s small and delicate. In your affirmation web page, you possibly can throw a fantastic large icon on the market to entice them into your social media world. It’s a reasonably low threat motion for a buyer and may place their ears in entrance of your digital mouth for an extended whereas to return. It additionally exposes them to the optimistic reactions you collect from others which provides some phrase of mouth status power.
Social sharing
There are lots of methods to do that, however for optimum viral potential you possibly can encourage folks to share their expertise on their favourite social community utilizing a service like FriendBuy.
For instance:
2. Invite them to a webinar
That is one other low dedication value-add you possibly can provide. However be certain the subject material is carefully associated to the objectives of the leads you’re capturing – and of the touchdown web page they had been simply on. If you may get somebody to attend a webinar you’re successfully establishing a better degree of contact – they are going to get an opportunity to see or hear you and ask you questions. In case you can set up your self as a thought chief in your given topic, this will elevate the belief issue massively.
3. Give them a reduction coupon (or code)
I as soon as purchased a Sony Ps PS3 that had an open field. It was already marked down by $100 making it a fantastic deal. With out asking for something, the salesperson supplied up a free recreation and an extra low cost – with no catch. What was the results of this motion? I instructed all of my pals about my nice buyer expertise. In case you give folks a reduction once they’re not asking for it and don’t have to provide you something in return (they already accomplished your lead gen type) – they’ll get that nice service buzz and momentum feeling.
4. Ship them to an vital “What To Do Subsequent” web page
Many individuals take pleasure in a guided expertise. Inform them what to do, and so they’ll usually do it. Use solely a single hyperlink for this and ship them to a “Biggest Hits” or “Top 10” listing web page that exhibits off the easiest content material and data it’s a must to provide.
5. Ask them to subscribe to a publication
Newsletters (or a drip marketing campaign if you wish to push them via a progressive story arc) are a robust permission advertising and marketing instrument that retains you in your leads stream of consciousness for an prolonged time period. The affirmation web page is an effective time to ask if somebody want to take part should you can mechanically switch their particulars to the brand new listing with out asking for extra information.
An instance drip marketing campaign can be the ProBlogger 31 Days to a Better Blog. The expectation and profit is ready instantly – you’ll obtain an electronic mail day-after-day for a month and by the tip of it you’re weblog might be higher! The sort of marketing campaign takes loads of work to place collectively, however as soon as it’s prepared you possibly can mechanically “drip” the emails to your prospects as quickly as they join.
Recap – 4 advantages of “In The Temper” engagement
By paying cautious consideration to your affirmation pages you add the chance for some highly effective model extension touchpoints:
- The chance for extra delicate follow-up advertising and marketing: retaining folks throughout the sphere of selling affect in the event that they comply with you on social media
- The chance to exceed expectations: differentiate by being one of the best at each step
- The prospect to supply information/recommendation and so on. that will have crowded your touchdown web page: should you needed to convey a message that wasn’t acceptable in your touchdown web page (as you had been rightfully retaining it targeted on a single message), you now have the chance to take action
- The prospect to supply a guided expertise: most individuals like course. Provide a suggestion and even when some only one of your leads takes the bait, it’s nonetheless higher than none…
What to do now?
Check out your entire affirmation pages and optimize them in order that they’re performing some additional advertising and marketing legwork in your behalf. And keep in mind to attempt totally different (however related) issues on totally different affirmation pages to see which performs one of the best.
Superior tip
Attempt A/B testing your affirmation pages for the very best insights straight out of your prospects.