3 Steps to Increasing Your Marketing Conversions

Transcription

1 3 Steps to Increasing Your Marketing Conversions Econsultancy training taster session Marketing Week Live 2017 Kath Pay E: T: +44 (0)

2 A UNIQUE COMBINATION FOR SUCCESS Achieve Digital Excellence To succeed in digital, it must permeate every part of your business from top level strategy, organisational structure and staff capabilities, to technology and processes. Econsultancy is the only business of its kind that bridges the gap between strategy and action through a unique mix of research, training and events. SUBSCRIPTIONS Our research and online resources are produced by our own analysts and researchers with two goals in mind: to provide you with the insight you need and ability to put what you know into practice TRAINING COURSES We're not just trainers we re practitioners. That means the insights we share are tested, honed and always up-to-date. DIGITAL TRANSFORMATION Address strategy, people, processes and technology to close the gap between where you are now and where you need to be. EVENTS AND NETWORKING Our events are carefully curated to provide inspiration and fresh thinking, practical focus on the topics that matter as well as enviable networking. Subscriptions and online resources ENABLE Digital transformation services Public and in-company training courses INSPIRE Industry-leading events 2

3 WHAT WE OFFER Practitioner-led training At Econsultancy, we're not just trainers. We're also passionate researchers, analysts, consultants and most importantly, practitioners. And that means the insight and advice you'll receive through our training services will be completely up to date and relevant. One and two day training courses Packed with insight and practical advice, these courses will help you get up to speed and beyond in your chosen subject Intensives: Mastering Digital Marketing These three-day sessions will power through theory and practical skills and see you come away with some serious know-how On-site and bespoke training courses Choose any of our courses and we ll deliver and tailor it to your team - ensure an open environment and to get everyone up to speed Interactive Elearning modules These convenient, interactive, online modules cover core digital skills and will allow you to learn the basics at your own pace Online Classroom Based on our most popular training course, Fast Track Digital Marketing, Econsultancy s Online Classroom provides all the advantages of face-to-face training with the benefit of flexible learning. 3

4 BIOGRAPHY About Kath Pay Founder & CEO of Holistic Marketing with 21+ years of experience in digital marketing. International trainer & speaker. Kath is recognised as one of the UK s leading Marketers and heads up training for Econsultancy on Personalisation and Marketing. Author of Econsultancy s The Fundamentals of Marketing 4

5 What the courses are all about Marketing You will learn how to.. Grow a quality list Improve your templates to increase response Write persuasively Design a landing page that converts Assess current campaign effectiveness beyond open and click rates Use tips & tricks regarding Subject Lines, CTA s and design that will allow increased conversions Test successfully to gain uplifts and insights Marketing Advanced You will learn how to.. Implement a lifecycle strategy to your programme Maximise your customers touch points Use behavioural / response-based targeting Leverage social psychology within Understand the power of the nudge effect Discover what makes your subscribers tick and how to best apply this knowledge Create Persona s for your database 5

6 3 Conversion Steps OPEN CLICK CONVERT 6

7 3 CONVERSION STEPS OPEN: Converting your subscribers to open and read the OPEN CLICK CONVERT 7

8 OPEN Make it count! Most people will only see the subject line 8

9 OPEN Stay focused on the objective of the 9

10 OPEN Subject Line Opened Clicked Converted Win the pampering prize of a lifetime worth $10, % 9.35% 6.74% Win spa breaks, a personal shopper and more worth $10, % 11.03% 9.19% Win a pampered new you worth $10, % 15.45% 10.67% Win a trip to Champneys and more worth $10,000 with Veet 33.23% 16.76% 11.01% 10

11 OPEN The question is NOT Should the Subject line be long or short?, but rather Should my subject line be specific or generic? 11

12 OPEN Think CURVE when crafting your subject line Curiosity Urgency Relevance Value Emotion 12

13 OPEN Open me quick! I expire at 6pm, payday treat 13

14 OPEN Craft your subject line immediately after writing your objective. 14

15 OPEN Objective: Drive abandoners back to purchase products in basket. Subject Line: Can we help? Preheader: We ve got your bag. 15

16 OPEN Encourage action by frontloading verbs in your subject lines. Action words persuade your readers to act Hubspot 16

17 OPEN Persuasive verbs Choose Capture Keep Succeed Improve Explore Leverage Manage Increase Ensure Maximise Save Avoid Learn Overcome Conquer Act Prevent Simplify Win Boost Gather Solve Unleash Build Discover Stop Snap 17

18 OPEN Verbs in action 18

19 OPEN Which subject won? Version A [First Name] Test, track, increase your profit start today! Version B [First Name] Start tracking and optimizing your business today! Winner: Version B had an 88% higher open rate with a 95% confidence level Behave.org 19

20 OPEN Craft your subject lines for longitudinal wins as well as immediate wins 20

21 OPEN Even an unopened has value 21

22 OPEN 57% save the for later 48% bear the information in mind for later. 47% go to the website via another route 22

23 OPEN Leverage the strengths of as a push channel 23

24 OPEN Write for your audience Brand-centric subject line: Our sale is on! We have hundreds of items discounted! Don t miss out! 24

25 OPEN Write for your audience Now turn this into a customercentric subject line: State the feature: Our sale is on! Ask yourself so what? 25

26 OPEN Write for your audience Customer-centric subject line: Here s your chance to save $! For 24 hours only. Don t miss out on bagging yourself a bargain. 26

27 3 CONVERSION STEPS CLICK: Converting your subscribers to click/action the OPEN CLICK CONVERT 27

28 CLICK Write like a journalist 28

29 CLICK 29

30 CLICK Engage them emotionally 30

31 Research shows that more than 90% of our decisions are unconscious Douglas van Praet, Unconscious Branding 31

32 CLICK 32

33 CLICK Your next getaway is closer than you think. With these special offers, you can escape to your paradise, whether that s an urban retreat, exotic adventure or anything in between. Below are some featured destinations you have even more places to make unforgettable memories. TREAT YOURSELF TO THE GETAWAY YOU DESERVE 33

34 CLICK Use directional design cues 34

35 CLICK Explicit design cue 35

36 CLICK Implicit design cue 36

37 CLICK Use scarcity & loss aversion 37

38 CLICK Two main drivers innate to us all To avoid pain To gain pleasure 38

39 CLICK Examples of scarcity and loss aversion Scarcity Scarcity Loss Aversion Scarcity Loss Aversion 39

40 3 CONVERSION STEPS CONVERT: Achieving the final conversion on the landing page OPEN CLICK CONVERT 40

41 CONVERT Ensure there are no disconnects 41

42 CONVERT Last 24 hours of Spring Clearance Save up to 60% with final reductions! Don t miss out! 42

43 CONVERT Minimise the distractions 43

44 CONVERT 31% increase in downloads 44

45 CONVERT Be specific with the next action within your call to action 45

46 CONVERT Replace Buy now with Add to basket 17% increase in basket adds 46

47 CONVERT Use anchoring We tend to rely heavily on the first piece of information we re provided with when making decisions 47

48 CONVERT 500% increase in click throughs 48

49 CONVERT Leverage the Rule of Three 49

50 CONVERT Leverage the Rule of Three 50

51 CONVERT Package things up in threes Makes them memorable, actionable & sticky We learn from patterns Three is the smallest pattern 51

52 Final thought You have an objective for every design for this objective, not just to be aesthetically pleasing 52

53 Thanks for your time! Any questions? 53

54 Online Classroom Based on our most popular training course, Fast Track Digital Marketing, Econsultancy s Online Classroom provides all the advantages of face-to-face training with the benefit of flexible learning. All accessible through an Econsultancy subscription. 1. INSIGHT AND ADVICE FROM AN EXPERT PRACTIONER 12 engaging video training sessions 2. CPD ACCREDITATION 18 hours of CPD accreditation by the CPD Standards Office ANYWHERE, ANY TIME The Online Classroom is mobile and table responsive 4. GET THE ANSWERS TO PRESSING QUESTIONS Monthly live Q&A sessions with the trainer (available on-demand for those who cannot attend the live sessions) 5. TEST AND BENCHMARK KNOWLEDGE Each module contains quizzes to help users measure their knowledge as they go 6. TRACK PROGRESSION Users can track their own progress while managers can review the development of their entire team 54

55 Continue your learning Marketing / Marketing Advanced- Use promo code MWL17 and save 10% off the public training course Online classroom To find out more & view the full range of training options: econsultancy.com/training training@econsultancy.com +44 (0)