Final 12 months I wrote an eBook and created a viral touchdown web page to offer away the PDF version of The Noob Guide to Online Marketing in change for a Tweet (read the case study here).
One of many issues I did was to ask individuals – utilizing KISSinsights – whether or not they’d relatively get it in change for a e mail as a substitute of the tweet. Over time, the variety of individuals saying they’d desire to offer their e mail rose to 45% so we determined to run an A/B take a look at and see which digital cost technique would transform simpler.
KISSinsights outcomes from the customer questionaire
There are two predominant methods to profit from gifting away an eBook/whitepaper, after which there’s the combo technique:
- The lead gen method: Asking for an e mail in change on your product. This lets you construct an inventory of potential prospects for future e mail advertising and marketing.
- The viral method: Asking individuals to tweet about your product to obtain it. This technique builds viral momentum as each obtain leads to social publicity of your product.
- The combo method: Operating each concurrently to profit from each approaches. An alternate is to do each (which we did for this A/B take a look at) as a way to proceed to get publicity whereas constructing an inventory that you could ship a reduction supply on your firm’s services or products and so on.
The take a look at and the outcomes
Web page A – the place we ask you to tweet for the PDF
Web page B – has a single e mail area
Within the graph under, you’ll see that our champion web page (the e-mail model) persistently out carried out the Tweet model. Ultimately gaining a 24% conversion carry.
A faux e mail gained’t get you my eBook
Yup, some individuals had been dumb sufficient to fill in a faux e mail with a purpose to get the eBook. And on condition that it was emailed to them after submitting the shape, they wouldn’t obtain something. #FAIL.
If you wish to consider conversion as intent solely – then we have to embrace these bogus emails and the conversion carry drops to 16% – nonetheless a good outcome.
What can we study from this?
There are two predominant takeaways right here, and it actually is determined by what you are promoting objectives as to which you’d desire.
The Worry of Public Tweeting
As I discussed in the original case study, the primary speculation for our take a look at got here from the truth that similar to public talking, persons are usually reticent to tweet about one thing (often when it’s a private account the place the subject material could also be off-topic with what they often tweet). Additionally, not everybody has a Twitter account, however everybody has en e mail tackle (or 12).
As soon as You Tweet, You Can’t Retreat
Properly technically you’ll be able to delete it – however some individuals will nonetheless see it. Therefore the worry.
Amassing Emails Diminishes the Viral Potential Considerably
Whereas we realized quite a bit from this take a look at, what it has completed is sluggish the virality of the page fairly dramatically, which impacts how usually your model title will get out into the Twittersphere (notice: you’ll see the Tweet model of the web page in the event you click on that hyperlink, as I desire the impression we see from the viral publicity and ended the A/B take a look at after penning this submit).