Infographic: How to Nurture Your Leads & Drive 3X The Clickthroughs

Have you ever pondered why many businesses get blessed with fruitful lead conversion while others fall prey to lead cultivation? A recently conducted survey stated that 79% of qualified leads are never converted due to lack of lack proper nurturing. Though, ample strategies are implemented to successfully convert these qualified leads, but when these formed approaches fail to pull out the favorable results, drip email marketing comes as a celestial blessing. Drip email marketing alone deliver 80% fueled open rates than single sends. Simply put, drip email is the quintessential seed that nurtures leads in the best possible way. But,…

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Infographic: How to Nurture Your Leads & Drive 3X The Clickthroughs

11 Keys to Unlocking a Perfect FAQ Section to Reduce Customer Support Tickets

In a recent survey, 67% of respondents reported that they preferred helping themselves over speaking with a representative. 91% said they would use a company’s FAQ to meet their service needs. A self-service FAQ allows customers to find answers to their questions, on their own, without having to raise a support ticket and wait for a reply or call customer support for a solution. While your customer gets instant answers, it also reduces support tickets and the workload on your support agents. Self-service FAQ sounds great, doesn’t it! But how do you build one? Here are 11 tips that can…

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11 Keys to Unlocking a Perfect FAQ Section to Reduce Customer Support Tickets

From Zero To Appium: A How-To Guide For Configuring Appium With Android


If you are a web developer who cares about quality, most probably you have heard of Selenium and the advantages of using such a tool for test automation. Now, if you are a mobile developer, you might know how much harder it is to test your app due to the existence of different platforms, different OS versions and even variety of devices.

From Zero To Appium: A How-To Guide For Configuring Appium With Android

Imagine how great it would be to write your tests only once and run them on different platforms. If so, then maybe today is your lucky day, because I want to tell you about Appium, a tool inspired by the Selenium WebDriver that allows you to write tests against multiple platforms using the same API.

The post From Zero To Appium: A How-To Guide For Configuring Appium With Android appeared first on Smashing Magazine.

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From Zero To Appium: A How-To Guide For Configuring Appium With Android

The Long Goodbye: 7 Sites That Make It Hard to Unsubscribe

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De-optimizing your cancellation process: You can check out any time you’d like, but you can never leave.

Easy is better. Simplify every process. Reduce friction. Help visitors take action quickly. The easier the website or landing page is to use, the more profitable it will be.

But there are exceptions.

Some of your visitors want to act in ways that don’t make money for your business. Some actions cause you to lose traffic, lose subscribers and lose money. Making these actions easier actually reduces profits.

These are the conversion rates you don’t want to optimize:

  • Cancel service
  • Unsubscribe
  • Downgrade your account

You’ve read hundreds of articles about conversion rate optimization, so here’s a post about deoptimization. These are lessons in making life harder for your customers to reduce attrition. Because sometimes, it pays to be difficult.

Here are seven difficult, de-optimized (and profitable) processes for ending subscriptions and cancelling service that we can all learn from.

1. Hidden help files: Cancelling Verizon

Verizon has a page about cancelling service, but people don’t like it much. The average rating of 1000 users is one out of five stars. And Verizon doesn’t seem to mind telling us this.

deoptimizing-opt-out-verizon-friction-example

The page is really about moving, changing or disconnecting service. But most likely, most visitors to this page aren’t moving. They’re trying to cancel.

But the page doesn’t actually tell you how to do that.

If you want that information, you’ll have to ask their automated agent, which is the robot head on the right. Here’s what the robot will tell you…

deoptimizing-opt-out-verizon-friction-example2

That’s right, you have to call. And this isn’t a direct line — you’ll have to wait as you’re transferred. Make sure it’s during business hours.

No wonder visitors gave this page one star.

2. Ending your free trial: Downgrading Hootsuite

I love Hootsuite. I use it all the time. I once tried their pro features, but after a few days, I decided it wasn’t for me. So I decided to switch back to the free version. This began a very long process.

You start by going to “billing” which doesn’t quite describe what I want to do, but close enough. Next, you’ll need to look very closely to find the “change plan type” link.

It’s the smallest text on the page. Gray on white text. See it?

deoptimizing-opt-out-hootsuite-friction-example
It’s the tiny, tiny text under the “Current plan” header on the right.

Now you have three options. The least profitable option for Hootsuite is on the right. It’s the least prominent, grayed out box. And the call to action doesn’t sound very appealing: “Downgrade.”

deoptimizing-opt-out-hootsuite-friction-example2

Click, and now you’ve made them sad. There’s a little owl crying somewhere at Hootsuite Headquarters.

But wait! There’s a special offer. And it’s free! But if you really want to break that owl’s heart, there’s another downgrade link at the bottom.

deoptimizing-opt-out-hootsuite-friction-example3

Now it gets real. There’s a red x next to the specific feature that we’ll lose if we downgrade. The specificity triggers loss aversion. And it’s not just the feature, I’m going to lose points!

To proceed, we have to really commit and click “Remove Everything” which sounds like a more extreme action that I’d intended.

deoptimizing-opt-out-hootsuite-friction-example4

One more message box with a reminder of what I’m losing. This must be to make sure I hadn’t clicked those last four tiny links by accident.

deoptimizing-opt-out-hootsuite-friction-example5

And finally, success! But it’s not over yet. There’s a continue button…

deoptimizing-opt-out-hootsuite-friction-example6

…which brings me to a survey. It’s smart to remove every dead end from your website, right?

Why not take the opportunity to gather a little information? One question asks about the reason for downgrading. Clever.

deoptimizing-opt-out-hootsuite-friction-example7

It was a long road of seven clicks, not including the survey. But we made it.

3. A very long dead end: Cancelling cable

I couldn’t find any information about cancelling cable on my local cable company’s website, so I looked in the knowledge center.

Looks like “cancel service” is #1 on the list of top searches.

deoptimizing-opt-out-RCN-friction-example

If it’s the top search, they must have a page on this topic, right? Let’s try searching for the most popular keyphrase on this website:

deoptimizing-opt-out-RCN-friction-example2

Nope! There is no page about cancelling. But the top search result might be helpful. It’s about “making a change.” Let’s try that.

deoptimizing-opt-out-RCN-friction-example3
This “making a change” page, by the way, was at the top of the list of “hot topics” on the previous page.

This page doesn’t actually mention cancelling, although that appears to be the main reason people are coming to this “knowledge center.”

It’s a dead end with a phone number at the top.

You know what happens next. It’s a 30 minute phone call to an operator who first offers you a lower rate. Eventually, you learn that you can cancel, but you have to bring your cable box back to their office first. They are open from 10am to 3pm Monday through Thursday.

The final step? Get in the car and drive several miles to the cable company to return the cable box. How’s that for user friction?

deoptimizing-opt-out-RCN-friction-example4

4. Instant regret: Opting out of a political newsletter

I’m on a lot of lists. Some of them are fundraising lists for political causes. These people send a lot of email, and although I might support the cause, enough is enough. Time to unsub.

Here’s the opt-out “thank you” page for a left-leaning campaign finance reform movement:

deoptimizing-opt-out-end-citizens-united-friction-example

Oh no! Because of me, the bad guys won!

The regret trigger is accompanied by an offer to resubscribe. It’s tempting.

5. Opt-out? Or update? Another unsubscribe process

Here is an unsubscribe page that doesn’t use the word unsubscribe.

It’s an offer to select from a list of newsletters with one option: “special subscription offers.” It looks exactly like a signup page.

deoptimizing-opt-out-crains-friction-example

Of course, you came to this page because you’re trying to stop receiving those offers. But there is no option to unsubscribe, only an option to update preferences. You unsubscribe by unchecking the “yes” box.

If this newsletter was a relationship, you wouldn’t be breaking up, you’d be declining the first date.

6. Cancelling premium service: Cutting ties with Spotify

Here’s another break up story that will leave you in tears. Spotify is a great service, but if you upgraded to the premium version through iTunes, you’re in a relationship that’s hard to get out of. By the time you’re done, you’ll need some counselling.

Imaging you’re trying to cancel Spotify Premium. You go to your account page. Now what do you click on?

deoptimizing-opt-out-spotify-friction-example1

The correct answer is “Subscription” which makes sense.

Step two in the process has a simple, clear link for cancelling:

deoptimizing-opt-out-spotify-friction-example2

Great. Let’s click that…

deoptimizing-opt-out-spotify-friction-example3

We’ve hit a dead end. It’s a notification telling us that we need to go to iTunes to cancel. You can’t cancel Spotify from within Spotify.

So we head over to iTunes, and of course, we start at the beginning. As before, we’ll go to “Account Info.”

deoptimizing-opt-out-spotify-friction-example4

Even though we’re already logged in, we need to log in again…

deoptimizing-opt-out-spotify-friction-example5

At the bottom of this page is a small “Subscriptions” label. To the right of it is a “Manage” link. Let’s try that. This was step seven in the process. But who’s counting?

deoptimizing-opt-out-spotify-friction-example6

Found it! This is where your Spotify subscription is managed. But where’s the cancel option? There isn’t one. But we can turn off “Automatic Renewal.”

deoptimizing-opt-out-spotify-friction-example7

Next up: a confirmation message. But this doesn’t actually cancel anything, it just lets it expire sometime within the next month.

deoptimizing-opt-out-spotify-friction-example8

I’ve endured this long process not because I don’t want Spotify, but because I need to cancel premium so I can sign up for the family plan. So I really don’t want to wait a month. Isn’t there a way to cancel now? Let’s chat with the support team.

deoptimizing-opt-out-spotify-friction-example9
In the end, you actually can’t cancel. You can only turn off automatic renewal and then wait.

So the last step in this nine step in the process? Wait a month.

7. The endless funnel: The long road away from Audible

We’ve seen tough-to-quit services, hidden opt-outs, and post-cancellation surveys. Here’s one final breakup service that combines them all into a masterpiece of deoptimization.

It’s Audible.

Rather than having to purchase audiobooks, they sell a subscription to an endless stream of audiobooks. If you don’t use them, the credits pile up. Eventually, you’ll wonder why you’re paying that monthly fee.

Let’s see what it takes to cancel.

First, we go to our account details page. There are a lot of options here, including one clearly marked “Cancel my membership.”

deoptimizing-opt-out-audible-friction-example
On the left, in the middle box.

Although we just told the site we want to cancel, we’re presented with benefits and selling points.

Where’s the cancel option?

deoptimizing-opt-out-audible-friction-example2

Scroll down. It’s below the fold.

deoptimizing-opt-out-audible-friction-example3

Before we proceed, we need to name our reason.

This is a smart way for them to force the data collection. So we’ll pick an option and click “Continue.”

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After selecting that we’re taken here:

deoptimizing-opt-out-audible-example-5

Wait — we wanted to cancel, but the highlighted option here is to put the account “on hold!”

The “Continue Canceling” button is here but it’s less prominent. The site is saying, “Let’s not break up. Let’s just take a break for a while.”

But determined to move on, we continue.

Next we land on an offer to keep our account at a lower cost. Rather than $180 per year, the price is reduced to $10:

deoptimizing-opt-out-audible-friction-example6

But stay focused! We click “Continue Canceling.”

One last pitch to talk through things on the phone:

deoptimizing-opt-out-audible-friction-example7

Or finish our (eighth?) step and click “Finish Canceling.”

We made it. Here, finally, is the confirmation page:

deoptimizing-opt-out-audible-friction-example8

But of course, this isn’t goodbye. We are told that although we’ve cancelled, we are “still a valued customer.” Once a customer, always a customer.

And the site wants to have one last conversation: Select a rating or leave additional comments.

The last screen? A list of reasons to renew.

Make that remorse disappear by choosing a plan and running back into the arms of Audible:

deoptimizing-opt-out-audible-friction-example9

Of course, there’s a confirmation email, which is another chance for reconciliation — back at the site, through email or over the phone.

deoptimizing-opt-out-audible-friction-example10

And although we’ve cancelled, we’re still subscribed. Minutes later we get another email, offering us a free book.

It’s just a click away!

deoptimizing-opt-out-audible-friction-example11

Remember, that one-click relapse is easy, but to get clean again, you’ll need to go back through that 12-step program.

It all reminds me of that lyric from the Eagles song Hotel California.

You can checkout any time you’d like. But you can never leave…

This is not marketing advice

Marketing is about promoting a product or service. It’s about showing prospects that you understand their pain points and that you’ve got a tailored solution.

What you’ve witnessed here is entrapment. The goal is to retain customers at any cost. So before you consider these tactics, ask yourself:

  • If we keep them, will they still be happy?
  • Will there be a backlash against us?
  • Do these tactics violate our brand values?
  • How far are we willing to go to keep a customer?

Great websites are empathetic. They care, they help and they work with the visitor for mutual success.

Originally posted here – 

The Long Goodbye: 7 Sites That Make It Hard to Unsubscribe

How to Create a Case Study to Wow Your Visitors

If you’re looking for a great lead magnet that will wow your visitors, consider creating a case study. Why? Case studies work. Stories that Sell describes how one company used a booklet containing five case studies aimed at different buyer personas to gain a 40% conversion rate. And that’s from a printed booklet! And of course, we can take a cue from the marketing masters on how to create a great video case study: We’ll discuss more on how Apple approached that case study later. If you want to use case studies to improve leads and conversions, here’s what you…

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How to Create a Case Study to Wow Your Visitors

Portrait of a Content Marketer: More Than a Marketer [INFOGRAPHIC]

Being a successful content marketer isn’t just about writing snappy blog posts.

Modern-day content marketers need to have their fingers in many, many pies.

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Don’t quit your day job, Homer.

It’s true: the best content marketers are multifaceted and multitalented folk.

Just ask our friends over at Uberflip who put together this infographic that shows how good content marketers are essentially full-stack marketers.

Modern day Renaissance (wo)men, if you will.

content-marketer-infographic

Embed this infographic on your site

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Portrait of a Content Marketer: More Than a Marketer [INFOGRAPHIC]

5 Ways to Get More App Downloads in 2016

So you’ve developed an app, but now what? Amongst the 4.1 million apps in both the Google Play Store and Apple App Store, only a handful get the recognition they deserve. Unless you’re featured on the front pages of either app store, your app is competing against millions of others vying for the same attention. If you want to convert viewers into users in the app stores, some major attention needs to be paid to your apps’ listing. Check out these 5 steps to help get your app downloads. 1. Use Real Mobile Data App Store Optimization may seem similar…

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5 Ways to Get More App Downloads in 2016

Show Me The Money: Attribution and Campaign-Driven Analytics

Let’s increase our spend. Let’s spend more money — now.

Does this statement induce some mild anxiety? A slight clenching of the jaw, perhaps, or a furrow of the brow?

Every performance marketer has heard this phrase at least once. If you haven’t, you will — at some point, soon.

If you’re anything like us, you’re using a slew of different marketing tools to inform your business decisions. You have tools for customer service, email, social, lead generation, paid, SEO and the list goes on.

Track all the things meme
Knowing where to spend isn’t as clear as tracking all the metrics.

These tools come with reports and insights. But this data doesn’t tell you when to turn on the tap on the marketing initiatives that matter most.

Tracking “all the things” doesn’t necessarily give you a clear picture of what is actually delivering the most value or conversions because you’re focusing on metrics, not campaigns.

What do we mean by campaigns? We like to define a campaign as:

“A series of marketing activities designed to achieve clearly defined goals within a specified time frame. Whether the ultimate goal is to acquire new customers, launch a new product, promote brand awareness or generate leads, smart conversion marketers think in terms of campaigns.”

So when your boss innocently nudges you to increase spend, it’s okay to scratch your head. Let’s face it: spending money is easy, but knowing where to spend it can be hard.

It’s critical to understand how to attribute conversions to the most effective marketing campaigns, because spending money blindly can seriously hurt the growth of your business.

To help you avoid the ‘mo-money, mo-problems’ scenario, I’m going to:

  • Explain the limitations of tactic-driven attribution.
  • Illustrate how a campaign-driven approach will let you spend your time and money on marketing campaigns that will grow your business.

Cha-ching.

What you’re missing with the tactic-driven approach

The truth is that most marketing teams and companies are stuck in a tactic-driven phase. I like to lovingly call this the one-trick pony phase of attribution because you’re focusing your efforts on one key metric.

Marketing attribution at this phase means you’re likely looking at:

  • Metrics like cost-per-click, new subscribers or new leads
  • Multiple platform-specific reports and insights
Connecting different data points
At the tactic-driven phase of attribution you’re connecting lots of dots and data points.

So, you have a ton of data that doesn’t communicate across platforms. Each report offers insights on metrics that are specific to those platforms, but they don’t connect with each other. This type of reporting doesn’t provide you the understanding you need.

As Unbounce’s performance marketer, Duane Brown would say:

“You’ve got 99 problems, but data ain’t one.”

What you need is to get these platforms to talk to each other and show you the whole picture.

The limits of Google Analytics

You’re probably using Google Analytics to gain perspective on your efforts. The thing is, Google Analytics is necessary, but not sufficient.

Each of the different attribution models in GA focuses on metrics that cover one part of your conversion funnel — none gives you the holistic perspective you need.

Google Analytics gives you insights into aspects of your marketing initiatives, but it’s not an oracle.

The Matrix's Oracle has all the answers
If only we could hire the Oracle to make all our data-driven decisions.

Even with Google in your corner, it’s still very hard to answer higher level questions like:

  • How do email clicks translate into revenue?
  • What revenue does paid contribute to the company?
  • What’s the LTV of customers that sign up from my ebook campaign?

So how do take your spend to the next level when your marketing team is stuck in a tactic-driven rut?

How do you start focusing on marketing campaigns that will let you grow your business without spending blindly on metrics?

The benefits of campaign-driven analytics

Moving beyond a tactic-driven approach opens the door to campaign-driven analytics. A campaign-driven approach allows you take a step back and see how all those data points work together throughout your funnel.

You know your team is at the campaign-driven phase of attribution the moment you begin using:

  • Spreadsheets from multiple sources
  • Frequent campaign reporting and assessment
  • Clear ROI benchmarks
  • Developers or an analyst to run reports

It’s a step in the right direction: you’re able to run reports that inform your ROI. You can now focus efforts on campaigns that are increasing revenue, not just fluffy metrics like engagement or bounce rate.

With a campaign-driven approach, you can begin answering those complex questions you couldn’t answer above.

The bad news is you’re still drowning in data. You may still need a developer or a dedicated analyst to access that information.

Frustrated worker
So much data, so little time.

Don’t despair; there is a solution, and it’s more straightforward than you might think.

Our marketing team is currently using what we like to call the Occam’s Razor approach – which means that the simplest solution is usually the correct one. To gain a campaign-level perspective on where our paid marketing fits into the larger picture, we use multiple excel sheets where we pull data from a half a dozen different sources. This gives us a better point of view on what is driving conversions for the company.

At the campaign-driven phase, we know Google Analytics doesn’t have all the answers. Don’t get me wrong. It’s not that last click or first click aren’t great attribution models, it’s that they don’t give you visibility into which campaigns will help grow your business. And that’s what driving conversions is ultimately about, isn’t it?

Sometimes, the simplest solution is the correct one. We realize that “use a spreadsheet” isn’t the sexiest advice, but it’s helped us tackle a complex problem in an effective way – and that’s why we’re sharing it with you!

Pulling from lots of data sources and putting them into multiple spreadsheets can be tedious and labor-intensive. However, the beautiful part is that even two or three spreadsheets empower you with a deeper understanding of which campaigns are most valuable.

Not sure how to spend your PPC dollars?

Steal Unbounce’s starter template so you can become more campaign-driven and begin spending wisely.
By entering your email you’ll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius.

More to the point, taking a campaign-driven approach helps reduce your anxiety when it comes to spending money.

Now you can spend money on the marketing efforts that are truly driving the most value for your company— which is an all-around good feeling.

Catch Unbounce Performance Marketer Duane Brown at HeroConf Philadelphia for more insights and tips into our campaign-driven attribution approach.

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Show Me The Money: Attribution and Campaign-Driven Analytics

What To Do When Your Business Email Gets Hacked

The email account you use for your business is one of the most valuable digital assets you control. It is the hub of most of your online accounts, likely your main method of communication and one of the pillars of your online presence. Due to the efforts of cybercriminals and other hackers online, it is all too easy to fall into a trap or scam and lose your business email. Should this happen, your online accounts will be compromised, and you won’t be able to maintain the integrity of any confidential information or accounts associated with the address. It is…

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What To Do When Your Business Email Gets Hacked