All posts by Alexa Hubley

What Do Conversions, Your Homepage and Vodka Martinis Have in Common?

We’ve all been there: you’re sitting in yet another kickoff meeting, tasked with the impossible: find a way to get more conversions from your homepage with less manpower, fewer resources and a shoestring budget. P.S., can you get it done before the end of Q1?

You leave wondering if it’s too late to take the afternoon off and just let the vodkas martinis slowly wash the pain of your work life away:

Vodka Beach party for conversions, sake!

Don’t give up just yet.

One marketing team used their homepage, existing resources and some savvy know-how to increase conversions on their homepage from 0% to 6%… and you can, too. Read on to find out how (and save those martinis for a victory party)!

The Kiva Microfunds case study

Meet Adam Kirk, Head of Marketing for the US borrower program at Kiva Microfunds, a non-profit organization that connects low-income entrepreneurs all over the world with interest-free loans. Adam explains:

AAEAAQAAAAAAAAcLAAAAJGFkNzJmOGRhLTg1ODgtNDg2MS04MWFkLTExZTYwYTYzYjg2ZgWe’ve done just under 3000 loans to date in the US and over half have been to women-owned businesses, over half to people of color and over half to low income households.

Compared to other lenders in the biz, Kiva is impressively over-indexed in these categories — they’re clearly impacting the people who need it the most.

One of Adam’s main key performance indicators (KPIs) for the US borrower program is loan application completions.

His goal: first generate enough leads from the homepage… then drip content that encourages prospects to sign up for a loan.

His struggle with meeting this goal?

We know that when borrowers hit our homepage, they’re clearly interested in Kiva. But a lot of those visitors don’t do anything once they get there: they bounce.

Adam’s team is tiny (as in…it’s just Adam and an intern running all their marketing programs) and support is scarce. Without a ton of engineering resources, tools and A/B testing options, Adam needs to be scrappy about the projects he tackles.

The overlay conversion play

After doing some research, Adam decided his homepage needed a little something extra to give his abandoning visitors a softer step towards conversion.

His solution?

Use an overlay to focus attention on a single offer and grab email sign-ups for the monthly Kiva newsletter.

exit-delay-trigger_v2What is an overlay?

Overlays appear on top of a page’s content (in a lightbox), focusing the user’s attention on a single offer. They can be triggered on entrance, on exit, on scroll, after delay and on click.

That way, Adam would give visitors a quick next step before leaving and capture their contact information for future follow up (when they’ve warmed up to taking a loan).

Since he was already using MailChimp, he was able to quickly throw together some copy and design to test their free overlay tool on his homepage.

Adam talks about the goal and design of the pop up, laughing:

Well it was pretty ugly. It was just one form field and we couldn’t do any kind of targeting so it literally popped up all the time, after five seconds on the homepage.

To test it, Adam got scrappy and split his homepage traffic 50/50 from a total of 10,000 visitors a month. He then set the overlay live and waited to see if it would make a difference.

Despite the drawbacks, Adam’s experiment worked. From that overlay alone, 3-4% of visitors who would have exited instead entered their email address.

Boom! 150 net new leads from one “ugly” pop-up!

Testing Unbounce Convertables

Adam had reaped the benefits of an overlay, but was ready to start more segmented targeting, so he decided to give Unbounce Convertables a shot. He explains:

I had already shown how the first overlay worked despite its simplicity, so I figured, why not do something now with actual logic behind it.

With the same goal in mind and an arsenal of design and copy in his back pocket, Adam got his Unbounce overlay live in only five minutes.

Since his goal was to provide value by giving abandoners an easy next step before they leave, he set the overlay targeting to appear on exit to new visitors only. This ensured that users would only ever see the overlay once, and that it’d only be presented to people who were getting ready to exit (some visitors to their homepage were likely ready to take action).

Here’s what his overlay looks like:

Kiva Homepage Unbounce Convertable
Screenshot of the Kiva Micrfunds Homepage Convertable

The results?

Of people trying to leave the Kiva borrower hub, Adam’s team is now capturing 6-7% of them. That’s 3x the conversions from what the original overlay provided.

It doesn’t end there. Adam now uses the thank you page (also an overlay) to shape his traffic to the Kiva community.

Showcasing a smiling business owner, the goal of the thank you is to put a face to the loan and entice potential borrowers to click through and read more:

Post-Conversion Thank-You
Screenshot of the Kiva Microfunds Post-Confirmation Thank-You

From farmers and foodies to artisans and app developers, the Kiva community is filled with real-life success stories of Kiva-funded entrepreneurs.

Kiva Community Page
Screenshot of the Kiva Microfunds Community Page

The results from traffic shaping?

We’re still testing! But I’m pumped to see what we can do next.

Lessons learned

Adam and his team at Kiva were able to stretch their existing resources, time and manpower to generate some pretty impressive conversion results — all with overlays.

So next time you’re in a kick-off meeting, tasked with the impossible, think of Adam’s success and remember:

What do conversions, your homepage and vodka martinis have in common?

The answer is VICTORY.

Cheers!

Psst. Already a customer? Log into Unbounce now and start using Convertables at no extra cost. You can use the same drag-and-drop Unbounce builder to drive conversions on both your campaign landing pages and your website!)

View article: 

What Do Conversions, Your Homepage and Vodka Martinis Have in Common?

Do You Believe In…Conversion Magic?

conversion elixir
Do you believe in… conversion magic? Image via Shutterstock.

Like any potions master would attest, the secret to a great elixir lies in the measured combination of its ingredients.

Over the years, Titan PPC, a full-service pay-per-click advertising agency based in Vancouver, has developed a “magic formula” for designing lead generation landing pages that convert at average of 15% or higher.

The secret ingredient? For company founder, Patrick Schrodt, it doesn’t boil down to just one.

Read on to find out what key ingredients make Patrick’s lead gen landing pages so powerful. Then test them yourself with the new, kick-ass Hyperion template in the Unbounce app.

1. Make your landing pages relevant

Any smart marketer knows that when visitors reach a landing page, they won’t all have the same intentions for being there. Some may have clicked an ad looking for a plumber in West Seattle where others may have clicked one looking for a plumber in Capitol Hill.

But if your client is a plumbing company that serves the entire Seattle metropolitan area, your landing page should show both the visitors from West Seattle and Capitol Hill that you’ve got the service they need in the location they want it.

In other words, you want to use geo-targeting to make your landing pages especially relevant to your prospects. As Patrick explains:

There’s always been geo-based searches and there always will be. For our own campaigns, we’ve gone as targeted as including a map on every landing page. We highlight a visitors location on the map depending on the where their search is coming from — people go crazy for it!

And the conversion rates don’t lie.

Watch this clip to hear how Titan PPC used geo-targeting to increase a client’s on-page conversion rates from 6% to 33%, practically overnight.

Interview with Patrick Schrodt, founder of Titan PPC.

2. Use (awesome) images to break up your body copy

Never judge a book by its cover… right?

Well, fact is, when a prospect reaches your lead gen landing page, the first thing they’ll do is judge your offer or product by the way you’ve presented it to them. And they’ll do it within seconds.

That’s why you want to make sure it looks so good they won’t want to leave.

The key to keeping prospects interested? Great photography. According to Patrick:

Images help prospects get a clear picture of your client’s product or offer, and it shows them you’re a professional.

Titan PPC adds full-page horizontal image galleries throughout their lead gen landing pages.

It helps break up a visitor’s attention as they scroll by giving them something nice to look at.

But you can’t just slap a bunch of images into a gallery and hope that it all comes together.

If you’re going to source images for clients, you have to make sure you grab photos from a series. I’ve seen landing pages where it’s obvious that each image belongs to a different suite and it’s not coherent or nice to look at.

Check out this example of cohesive image galleries on one of Titan PPC’s lead gen landing pages for a lawn mowing client in Philadelphia:

GrasLawn

Screenshot of cohesive image galleries, landing page designed by Titan PPC.

3. Remind visitors why they are on your page

Remember that bit about making sure your landing pages were super relevant to your visitors? Well, that sometimes means reminding them exactly why they are on your landing page.

For Titan PPC, the best way to do that is by adding a smooth scroll call-to-action (CTA) bar right below the horizontal image gallery.

Why? Because it brings a prospect right back to where you want them: the form.

It works because every time a visitor sees something visual and eye catching [like the image galleries], they’re then prompted to fill out the form.

4. Make the form match the offer

Speaking of taking prospects back to where you want them, the design of a form on your landing page should never be an afterthought. That means weighing, measuring and sifting every item from the questions to the CTA so it’s fully optimized to ensure a conversion.

It’s so key that the form matches the offer. Otherwise a prospect will just be turned off.

So if your client is offering a 100% free quote on plumbing services, then the form on your landing page should reiterate, loud and clear, that the offer comes at no price.

Sounds pretty straight-forward, doesn’t it?

But matching a form to an offer also means making sure you have a solid understanding of your target audience. As Patrick explains:

For real-estate clients, the CTA is always to download a free floor plan. But for clients that are service based, like plumbers or roofers, the CTA is always to get a free quote.

It all comes back to personalization: different types of prospects want to see different kinds of offers. According to Patrick, real-estate prospects want the feeling of exclusivity, whereas service-seeking prospects are probably just looking for the cheapest way to fix a runny faucet or leaky roof.

Titan PPC’s last tip for optimizing the form? Make the form catch your prospect’s attention.

We always put a starburst or icon in the corner of the form. It’s usually something like ‘100% free’ so it pulls a visitor in and reminds them why they want to fill it out!”

Here’s an example of what Patrick means:

Screen Shot 2016-08-30 at 2.28.41 PM
Screenshot of a high-converting landing page form, designed by Titan PPC.

From showing your visitors ultra-relevant content to making sure that content has awesome design and flow, the landing page magic formula is all about giving prospects exactly what they’re looking for and expecting to see when they land on your page.

Care to try some of Patrick’s tricks yourself? Build a landing page in Unbounce today with the Hyperion template, design inspired by Titan PPC’s powerful elixir for designing landing pages that convert.

View original:  

Do You Believe In…Conversion Magic?

Do You Believe in… Conversion Magic?

conversion elixir
Do you believe in… conversion magic? Image via Shutterstock.

Like any potions master would attest, the secret to a great elixir lies in the measured combination of its ingredients.

Over the years, Titan PPC, a full-service pay-per-click advertising agency based in Vancouver, has developed a “magic formula” for designing lead generation landing pages that convert at average of 15% or higher.

The secret ingredient? For company founder, Patrick Schrodt, it doesn’t boil down to just one.

Read on to find out what key ingredients make Patrick’s lead gen landing pages so powerful. Then test them yourself with the new, kick-ass Hyperion template in the Unbounce app.

1. Make your landing pages relevant

Any smart marketer knows that when visitors reach a landing page, they won’t all have the same intentions for being there. Some may have clicked an ad looking for a plumber in West Seattle where others may have clicked one looking for a plumber in Capitol Hill.

But if your client is a plumbing company that serves the entire Seattle metropolitan area, your landing page should show both the visitors from West Seattle and Capitol Hill that you’ve got the service they need in the location they want it.

In other words, you want to use geo-targeting to make your landing pages especially relevant to your prospects. As Patrick explains:

There’s always been geo-based searches and there always will be. For our own campaigns, we’ve gone as targeted as including a map on every landing page. We highlight a visitors location on the map depending on the where their search is coming from — people go crazy for it!

And the conversion rates don’t lie.

Watch this clip to hear how Titan PPC used geo-targeting to increase a client’s on-page conversion rates from 6% to 33%, practically overnight.

Interview with Patrick Schrodt, founder of Titan PPC.

2. Use (awesome) images to break up your body copy

Never judge a book by its cover… right?

Well, fact is, when a prospect reaches your lead gen landing page, the first thing they’ll do is judge your offer or product by the way you’ve presented it to them. And they’ll do it within seconds.

That’s why you want to make sure it looks so good they won’t want to leave.

The key to keeping prospects interested? Great photography. According to Patrick:

Images help prospects get a clear picture of your client’s product or offer, and it shows them you’re a professional.

Titan PPC adds full-page horizontal image galleries throughout their lead gen landing pages.

It helps break up a visitor’s attention as they scroll by giving them something nice to look at.

But you can’t just slap a bunch of images into a gallery and hope that it all comes together.

If you’re going to source images for clients, you have to make sure you grab photos from a series. I’ve seen landing pages where it’s obvious that each image belongs to a different suite and it’s not coherent or nice to look at.

Check out this example of cohesive image galleries on one of Titan PPC’s lead gen landing pages for a lawn mowing client in Philadelphia:

GrasLawn

Screenshot of cohesive image galleries, landing page designed by Titan PPC.

3. Remind visitors why they are on your page

Remember that bit about making sure your landing pages were super relevant to your visitors? Well, that sometimes means reminding them exactly why they are on your landing page.

For Titan PPC, the best way to do that is by adding a smooth scroll call-to-action (CTA) bar right below the horizontal image gallery.

Why? Because it brings a prospect right back to where you want them: the form.

It works because every time a visitor sees something visual and eye catching [like the image galleries], they’re then prompted to fill out the form.

4. Make the form match the offer

Speaking of taking prospects back to where you want them, the design of a form on your landing page should never be an afterthought. That means weighing, measuring and sifting every item from the questions to the CTA so it’s fully optimized to ensure a conversion.

It’s so key that the form matches the offer. Otherwise a prospect will just be turned off.

So if your client is offering a 100% free quote on plumbing services, then the form on your landing page should reiterate, loud and clear, that the offer comes at no price.

Sounds pretty straight-forward, doesn’t it?

But matching a form to an offer also means making sure you have a solid understanding of your target audience. As Patrick explains:

For real-estate clients, the CTA is always to download a free floor plan. But for clients that are service based, like plumbers or roofers, the CTA is always to get a free quote.

It all comes back to personalization: different types of prospects want to see different kinds of offers. According to Patrick, real-estate prospects want the feeling of exclusivity, whereas service-seeking prospects are probably just looking for the cheapest way to fix a runny faucet or leaky roof.

Titan PPC’s last tip for optimizing the form? Make the form catch your prospect’s attention.

We always put a starburst or icon in the corner of the form. It’s usually something like ‘100% free’ so it pulls a visitor in and reminds them why they want to fill it out!”

Here’s an example of what Patrick means:

Screen Shot 2016-08-30 at 2.28.41 PM
Screenshot of a high-converting landing page form, designed by Titan PPC.

From showing your visitors ultra-relevant content to making sure that content has awesome design and flow, the landing page magic formula is all about giving prospects exactly what they’re looking for and expecting to see when they land on your page.

Care to try some of Patrick’s tricks yourself?

Sign up for a free 30-day trial of Unbounce and try the Hyperion template, a design inspired by Titan PPC’s powerful elixir for high-converting landing pages.

More here: 

Do You Believe in… Conversion Magic?