It seems influencer marketing keeps exponentially growing in popularity. Looking at Google Trends, the data agrees: The question is when you’ve established a relationship, what do you do then? According to Tapinfluence, 67.6% of marketers consider finding relevant influencers their largest influencer marketing challenge. But what about after those campaigns have run their course? How do you turn influencer relationships into ongoing relationships geared towards growth? For many industries, ambassador programs are the answer. They empower influencers with effective content while providing a solid and ongoing ROI. Today, I’ll share four steps to executing effective ambassador marketing campaigns. You’ll learn…
A few years ago, there was a joke that was going around on the internet. It goes something like this: “What is the best place to hide evidence of your wrongdoings? Page 2 of Google Search results!” While the joke itself may have been created in good humor, it does imply something extremely important. It’s crucial for businesses to compete for higher visibility in search results. Consumers are more dependent on the internet than any other medium, making search ranking crucial for businesses to attract potential customers. More often than not, people only look at the first page of search…
Do you think your popups are converting at their highest potential? I’m guessing that unless you’ve been testing them to figure out what makes your audience tick, then probably not. Luckily, you can figure that out by, well,..testing of course :). And if you’re wondering what to assess first, I have some suggestions. As Head of Customer Success at WisePops, an intelligent popup builder, I’ve reviewed hundreds of A/B tests. Based on this experience, I’ll share 5 popup A/B tests which can make a difference for your future and existing campaigns (spoiler: one of our customers almost tripled the number…
So you’ve started a business, and you’re trying to make sure everything goes perfectly. This obviously means you’ll want to be prepared to drive sales on your website so you can generate revenue. And for this, you’re going to need an effective sales funnel that will lay out a strategy for attracting, engaging, and converting your audience. Build a Strong Foundation on Audience Insights A good understanding of your audience is crucial if you want to know how to enhance their purchase journey and ensure that they turn into paying customers. That’s why even before you start building your sales…
You’re going to start your very first influencer marketing campaign, and you want to make sure it’s a success. Or maybe you’ve executed a few campaigns before, and you want the next one to deliver better results. Either way, knowing how to manage your campaign effectively is crucial if you want influencer marketing to work for you. While it’s not always easy to manage influencer marketing campaigns, you’ll find it much easier if you remember the following steps: 1. Set Up a Goal You should always start with a defined goal, regardless of whether it’s influencer marketing or any other…
In these politically uncertain times, developers can help to defend their users’ personal privacy by adopting the Privacy by Design (PbD) framework. These common-sense steps will become a requirement under the EU’s imminent data protection overhaul, but the benefits of the framework go far beyond legal compliance.
Note: This article is not legal advice and should not be construed as such.
Meet Privacy By Design Let’s give credit where credit is due.
Marketing automation platform MailChimp recently announced that Instagram ads can now be purchased, created, and managed right from your MailChimp dashboard. With email being 40% more effective than Facebook and Twitter marketing combined, MailChimp wondered – what if we combined the best of both worlds? MailChimp already unveiled their Facebook Ads integration earlier this year and made the bold statement to MailChimp users that combine email marketing and Facebook ads see an average ROI of 51% as opposed to interest-based marketing alone. Now, Facebook’s subsidiary, Instagram, is also getting in on the action. This means that, by using MailChimp, you…
If you had one shot at a 100% guarantee that your customers will open every email you send, how would you do it? Will you tempt them with massive discounts on your products and services? Will you extend their free trial period? Will you add a free upgrade to their account? Whatever method you choose; one thing remains true: Forever does not exist. Your customers will get tired of you eventually. Acceptance Is Key Once you have come to terms with the fact that not all your email subscribers will be with you for the rest of your marketing career,…
Mobile applications are now a critical part of most enterprises, and there are many ways to create them, but what are the differences between these options and how do you choose between them? Do you choose to create native applications as Google and Apple intend? Do you choose to develop a mobile web hybrid application? Or do you find a middle ground?
You believe that a more customized user experience will lead to more orders, demo requests, phone calls etc. So, you have structures in place to deliver appropriate messages to your different audiences, each with distinct needs and expectations.
But I must ask, how are you segmenting your visitors?
You might be grouping them by device, by traffic source, by demographic data.
And these buckets are all viable:
Your desktop visitors may behave differently than your mobile visitors
Visitors coming from a Facebook ad may respond better to social proof triggers than those coming from organic search
Older visitors may browse your products differently than younger visitors
But the ultimate goal of segmentation, like conversion optimization, is to increase conversions. With that in mind, this post is all about that one segment you probably aren’t looking at: converters versus non-converters.
To clarify, your converter segment is not necessarily the same thing as your repeat-customer or Loyalty segment. Your converter segment includes anyone who converts, whether or not they’ve converted before.
Rather than focusing on different general visitor segments, you should turn your attention to the behaviors that differentiate visitors who convert from visitors who don’t.
When you focus on general visitor segments, you’re working from the top of the funnel to the bottom. Why not work from the bottom of the funnel, up? After all, that’s where the money is!
Correlation vs. Causation
First things first: when you’re looking at differences between converters and non-converters on your site, you must be wary of correlation versus causation.
It’s almost impossible to know whether converters are behaving in a distinct way because they’re already motivated to buy (correlation) or because the elements on the page have enabled those distinct behaviors (causation).
For example, does a converter browse more products than a non-converter because they’re already motivated to buy before arriving on-site? Or does an on-site UI that emphasizes browsability encourage converters to browse (and therefore convert)?
It’s similar to the search bar quandary: typically, visitors who search convert at a higher rate. But do they convert because they search (causation) or do the search because they’re already more motivated to buy (correlation)?
It’s a bit of a “the chicken or the egg” situation.
Fortunately, at WiderFunnel, we’re able to test on many retailers’ websites and take note of certain patterns. On multiple instances with different clients, we have observed clear and drastic differences in key user behavior metrics between visitors who convert and visitors who don’t convert.
These differences paint a picture of how your visitors shop. You can use this information to improve your UX and add features that’ll help your general visitors behave more like converters than non-converters. The hope is that encouraging non-converters to mimic the behavior of converters will lead to them actually becoming converters.
Moral of the story: If you observe impactful differences between converters and non-converters on your site, you should create a hypothesis that targets these differences.
WiderFunnel Optimization Strategist, Nick So, recently ran a test that did just that.
Let’s buy some shoes
One of our biggest clients is a global shoe retailer. Over the past 6 months, Nick noticed some patterns in their analytics:
A high percentage of visitors that convert (like 60%) are returning visitors
Converters visited 186% more pages per session on average and spent more time on page per session than non-converters
Meaning, the majority of converters on this site have already been to the site at least once before and they seem to spend much more time browsing than their non-converting counterparts.
It’s common sense that visitors who convert behave differently than those who don’t. But it wasn’t until we pulled the report and saw how big the difference was in their shopping behavior that we really thought to go down this path.
In previous testing, Nick had also observed that visitors to this site are responsive to features that increase the browsability of multiple products. He’d noticed the same sensitivity with some of our other retailer clients, where features that made it easier to compare products helped conversions.
We decided to run with this data. Our hypothesis was based on the idea that visitors who convert are most likely returning visitors, therefore, pointing them toward products they’ve already viewed will guide them back into the funnel.
The hypothesis: Increasing the browsability of the site by displaying recently viewed products to increase relevance for the visitor will encourage higher engagement and increased return visits, which will increase conversions.
Nick and the team tested a single variation against the Control homepage. The Control featured a “Recommended Products” section just below the hero section, displaying four of the client’s most popular product categories.
In our variation, we replaced this with a “Your Recently Viewed Products” section. We wanted to target those visitors who were returning to the site, presumably to continue in the purchasing process. The products displayed in this section were unique to each returning visitor.
Our variation won, consistently outperforming the Control during this test. This client saw a 6.9% increase in order completions.
Bottom to top
When you’re segmenting your audience, don’t forget about the segment that floats at the bottom of the funnel. Instead of identifying the differences that characterize visitors coming to your site, why not work backwards?
Look at the behavioral differences that distinguish converters from non-converters and test ways to help non-converters mimic the behaviors of converters.
Have you noticed drastic behavioral differences between your visitors who convert and those who don’t convert? Do you tap into this particular segment when you plan tests? Tell us all about it in the comments!