You may construct the highest-converting touchdown web page that ever existed, however should you’re not pondering past that preliminary conversion, you’re flushing your leads down the digital bathroom.
It’s a theme that saved cropping up through the first day of our Name to Motion Convention (#CTAConf): after you’ve optimized your touchdown web page, your job isn’t near being carried out. As speaker Wil Reynolds, founding father of Seer Interactive put it:
“Eradicating friction must be business-wide. It is larger than a touchdown web page.” wilreynolds #CTAConf #cro #tech #inboundmarketing
— Inbound Advertising (@inboundideas) September 15, 2015
In different phrases, conversion fee optimization isn’t simply about touchdown pages; it’s about discovering factors of friction all through the whole funnel after which eliminating them. To use this logic solely to a touchdown web page is short-sighted, as a result of each single touchpoint a possible buyer has with an organization might be important in closing a deal.
Let’s check out a few ways in which our wonderful audio system instructed us about how we will transcend the touchdown web page and create pleasant experiences for our prospects and prospects – experiences that reach past that preliminary conversion.
Optimize emails you ship after the conversion
After you’ve bought your prospect’s contact information, you’ve gotta have a plan for hollering again. A sensible, focused plan that speaks to prospects in a customized means.
However as Justine Jordan of Litmus reminded us in her discuss, Ship Emails that Truly Convert, e mail personalization isn’t simply about including your prospect’s identify in your e mail’s salutation. We’ve all gotten emails that say, “Hey <identify right here>,” or “Hello, <null>.” Not precisely pleasant.
You may personalize past an individual’s identify. And one of many ways in which you are able to do that’s to personalize your emails based mostly on their actions — or inaction:
- For instance, if somebody has simply signed up for a free trial of your product (motion), you may ship them an e mail that explains one thing about learn how to use the product — one thing useful.
- Or if somebody’s trial interval is about to run out however they haven’t but develop into an precise buyer (inaction), you may ship them a useful trace that may entice them again to strive your product.
Justine shared a ton of nice examples of personalised e mail that goes above and past these ideas – she receives a every day e mail from WhattoWear.io that provides her the climate for the day within the metropolis that she’s in and suggests what to put on based mostly on what it’s like outdoors.
This degree of personalization isn’t solely pleasant – it kicks friction’s butt.
Optimize each touchpoint along with your buyer
In a day jam-packed with nice periods from sensible audio system, Wil Reynolds’ megaton discuss, Model & CRO: Trick or Deal with: The Alternative is Yours, additionally compelled us to contemplate if we have been making use of CRO in the entire proper locations.
In a single instance, Wil mentioned a SaaS consumer with a easy demand:
We’d like extra leads! The leads you’re getting us suck!
(Nicely, I mentioned it was easy, not well mannered.)
Reasonably than reacting to this by leaping straight into optimizing a touchdown web page or a PPC marketing campaign, Wil as a substitute stuffed out a bunch of touchdown pages in his consumer’s vertical (together with his consumer’s) and waited for the telephone name.
Save for one, Wil’s consumer was the slowest to reply. By the point Wil had defined his wants to a few completely different firms, he was now not concerned with discussing the matter.
The issue was not the dearth of leads nor their high quality. It was merely that by the point Wil’s consumer reached out to their leads, it was too late. They wanted to optimize different features of their funnel to get essentially the most of their leads, however by no means thought to look past the touchdown web page.
What comes subsequent?
If yesterday was any indication, day two of the convention is sure to knock everybody’s socks proper right down to their ankles. We’re positive to study loads of different optimization ideas for each stage of the funnel – earlier than and after the touchdown web page conversion.
You may observe alongside in actual time as a result of we’re taking notes of every of the displays. You can get them right here!