I used to be 11 once I first heard Dr. Dre’s “Nuthin’ however a ‘G’ Thang” and — regardless of being a prepubescent, white child from the less-than-hard-knock streets of Pueblo, Colorado — my life was by no means the identical.
Hip hop struck a chord in me: a rebellious, inventive and just-go-out-there-and-get-it chord.
Nonetheless, it wasn’t till final month that hip hop struck a brand new chord… one which I by no means noticed coming. Growling by way of my $20 earbuds on the gymnasium, DMX put it like this:
X gon give it to ya. [Forget] waitin’ so that you can get it by yourself. X gon ship to ya.
All of a sudden, all of it clicked. What does hip hop should do with touchdown pages?
The whole lot.
That’s why I’ve put collectively these 5 data-driven classes (and oh-so-sharable memes) straight outta hip hop’s most iconic lyrics to show to you that all the things we each learn about touchdown pages, we realized from hip hop.
1. Deliver certified guests to you with high-intent adverts
Paid promoting will get a nasty rap… pun meant.
There’s fantasy operating round that free visitors (i.e., search engine optimization, e mail advertising and marketing, social media advertising and marketing) is the “good” conversion charge professional’s go-to technique. Why pay for leads when you will get ‘em at no cost?
As a result of paid promoting can buy you higher-converting leads… when you know the way to make use of them proper.
The bottom line is understanding the searcher’s intent.
“What’s the easiest way to [specific product feature]?” and “How a lot is [specific product or service]?” are two very completely different searches and require completely different adverts. The primary is a analysis query and your adverts ought to be provide academic content material. The second reveals an individual who is able to purchase, however is worried about value, which is the place ensures and comparisons shine.
Utilizing particular merchandise as key phrases — fairly than a normal class — targets people who find themselves already near buy. As SparkPay’s Hitchhiker’s Guide to PPC explains:
Take into consideration what persons are looking for when they’ll purchase your product. Don’t provide you with key phrases like “finest on-line golf retailer.” No person searches for that. They’re looking for a product, and we wish to bid on product-based key phrases.
To create profitable high-intent paid adverts:
2. Focus in your purchaser’s real-life journey
Optimizing your touchdown pages isn’t nearly optimizing your touchdown web page.
It’s about getting into the footwear of your leads and guiding them by way of a journey (i.e., your funnel): transferring somebody out of your paid advert, to your touchdown web page, to your observe up, to your provide.
Two ideas are paramount:
- Craft this real-life journey like a human and
- Monitor it like a robotic.
On the human facet, consider your funnel like a dialog
Your paid advert is the opening gambit. This implies all of it begins with them — high-intent key phrases — fairly than you. Your touchdown web page — particularly, its headline, subheads and CTA — should all construct on that opener.
That singular thread is what Unbounce’s Oli Gardner calls conversation momentum: sustaining the identical conversational model and tone throughout all marketing campaign channels.
This implies matching the phrasing of your advert with that of your touchdown web page copy (message match), and sustaining the identical tone and design.
And as apparent as it would sound, your messages themselves should be genuine. Actual-life journeys are stuffed with feelings. Keep away from jargon, and, above all, inform a narrative.
On the robotic facet, get analytical
Begin by monitoring your whole funnel with Google Analytics Goals. In a earlier submit, I wrote in regards to the “fatal mistake” entrepreneurs make in terms of funnel focus: specifically, shedding themselves within the “large finish.”
Setting GA Targets can help you create easy-to-use visualization to measure every step within the journey:
At a look, GA funnels can help you see the place persons are dropping off. On this instance, CTR is being tracked from an preliminary web page, to a second objective (comparable to a pricing web page), to the ultimate objective: the checkout.
This lets you decide which elements within the journey have the very best drop off charge, and provide the data you want to optimize areas with the largest potential for enchancment.
3. Solely have one name to motion
A robust CTA button is the acme of CRO. Figuring out that, the temptation is to overdo it. When you’ve created a number of CTAs however wrestle with conversions… I really feel dangerous for you son.
The reality is extra buttons don’t imply extra conversions.
In truth, when Unbounce decreased the variety of registration choices for his or her Master Unbounce in 30 Minutes webinar by eliminating only one extra CTA, conversions elevated by 16.93% with 100% confidence.
What does this imply to your touchdown pages?
When you’re drowning viewers in buttons, considered one of two issues is going on:
- You’re not being clear about what the precise subsequent step is.
- You’re paralyzing them with too many selections. Barry Schwartz, the grasp of alternative, revealed the counter-intuitive fact of too many choices in his TEDx Talk:
With so many choices to select from, folks discover it very tough to decide on in any respect… even when we handle to beat the paralysis and make a alternative, we find yourself much less glad with the results of the selection than we might be if we had fewer choices to select from.
On the subject of touchdown pages, Oli Gardner calls this “attention ratio:” the ratio of hyperlinks on a touchdown web page to the variety of web page targets. And Oli explains that it ought to at all times be 1 to 1. Why?
As a result of each marketing campaign has one objective, each corresponding touchdown web page ought to have just one name to motion – one place to click on.
On prime of choosing a single, clear, and driving CTA, high-converting buttons additionally observe these two primary guidelines:
- They appear like buttons that may be clicked, with contrasting colours and different affordances.
- They reply the query, “Why ought to I click on?” Use the “I want” formula: have your buttons full the sentence “I wish to ____.”
4. Don’t neglect the backend
What makes a touchdown web page convert over the long run?
The key is mixing in loads (wink wink) of focused follow-up, primarily based instantly on the data you gathered out of your leads.
In a phrase: the backend. Backend is a gross sales and advertising and marketing time period that refers to what occurs after your buyer’s preliminary opt-in or first buy. This consists of lead nurturing, customer retention and upselling.
A good backend consists of at the very least 4 elements:
- The preliminary choose in and observe up: When a customer opts in, any data they submit wants a direct response. Greater than that, as a result of promoting is a course of, not an occasion, you’ll additionally want a multi-step follow-up. Why? As Oktopost just lately identified, “nurtured leads make 47% bigger purchases than non-nurtured leads.”
- Cart abandonment: The common ecommerce web site can anticipate cart abandonment charges of round 55% to 75%… so why not ship customized emails to provide prospects a pleasant reminder? In a traditional case research by Advertising Experiments, Smiley Cookie was capable of regain 29% of its abandoned carts by reaching out inside 24 hours.
- First purchases and upselling: Crossing the brink from result in buyer is large. And within the pleasure of that second, many enterprise fail to maintain the purchase-ball rolling. Instantly observe up with prospects, information by way of the onboarding course of, and consider methods you’ll be able to upsell them with gadgets that complement their buy.
- Reviving the “useless” lead: Lifeless leads — guests who choose in however by no means truly buy — may give entrepreneurs nervousness. However there are easy factor you are able to do to rekindle your relationship (it might be so simple as a magic nine word email).
5. “One shot” isn’t sufficient
Whereas designing your touchdown web page with a “one shot, one alternative” mindset may sound inspirational… it’s decidedly dangerous enterprise.
Enter remarketing.
Remarketing is a type of promoting that makes use of pixel or cookie-based know-how to “tag” particular guests and current adverts to them primarily based on their earlier go to. Primarily, these adverts “observe” your guests after they go away your web site and are exhibited to them on different websites, most notably, on YouTube, Google Show Community and Fb.
As Johnathan Dane of KlientBoost points out:
Retargeting adverts have a 10x greater click-through charge than show adverts – and guests topic to retargeting are 70% extra more likely to full a conversion in comparison with non-retargeted guests.
When you’re simply getting began with retargeting, take a look at this submit by Johnathan or seize HubSpot’s A Beginner’s Guide to Retargeting Ads.
A pair fast pointers
- Create remarketing adverts with as a lot specification as you do PPC adverts: give attention to retargeting adverts that spotlight particular merchandise primarily based on particular pages. In different phrases, don’t retarget your model or web site… retarget precisely what your customer confirmed curiosity in.
- Use psychological techniques like social proof and urgency to attract clicks from pre-exposed leads.
- Choose your channels strategically. Place remarketed adverts the place your viewers is most certainly to be serious about your product.
- Lastly, don’t be afraid to retarget transformed leads with upsells.
Making use of hip hop to your touchdown pages
Enjoyable, video games and punning apart, hip hop is an incredible useful resource for studying dominate your touchdown pages and whole on-line gross sales course of.
I’d love to listen to your personal favourite lyrics and lesson within the feedback.
Oh, and don’t overlook so as to add a meme.