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See The Landing Pages These Shopify Merchants Used to Scale Ad Revenue 33X

Year round Liz and Bill Farrell, a husband and wife team, work the dirt at Fat Stone Farm in Lyme, Connecticut with their two kids.

After making the move from cubicles to the great outdoors, the Farrells realized they loved growing fresh food, and creating healthy, farm-grown products ranging from elderberry apple shots to their own maple syrup.

Now—when you think of a typical farmer’s marketing strategy—you might picture a hand-painted sign at a local market, but Liz and Bill run a digital elderberry empire.

The couple started as Shopify merchants and then partnered with digital agency Webistry to take their business to new heights. They wanted to see better return on ad spend, and prepare for winter (their best sales season of the year).

It was a perfect partnership from the start, but nobody could predict that a combo of Unbounce landing pages, popups, a Shopify integration, and near obsessive audience building and retargeting on Facebook would:

  • Lower cost-per-acquisition from $145 (at its highest) to just $1.55(!) for the company’s Elderberry Apple Shots and DIY Gummy kits.
  • Increase return on ad spend for their Elderberry Apple Shot campaigns from 1.66X to an incredible 33.12X.
  • Deliver a cost-per-lead for a sweepstakes campaign of just $0.51.
  • See sweepstakes conversion rates from ad click to entry of up to 79.55%.
  • And garner Facebook relevance scores of 8s and 9s.

Overall, with Webistry’s help, Fat Stone Farm tripled ROAS in just five months (December ‘16–April ‘17), and—via continued optimizations—reached returns of 33X over a year and three months.

Here’s their epic ecommerce story, and the paid media tactics that could work for you too.

Winter is Coming

Historically, sales of Fat Stone Farm’s Elderberry Apple Shots go up in winter to help fight off flu season. So in early winter 2016, Bill and Liz approached Jonathan Naccache, Co-Founder at Webistry to prep some advertising.

The agency discovered that they couldn’t look to AdWords for a huge win. The search volume for elderberries or related products wasn’t super high, and this approach simply wasn’t scalable. Instead, they needed to generate extremely targeted custom audiences on Facebook (which can be difficult because prospects on Facebook aren’t necessarily screaming about their love of elderberry – these prospects need to be uncovered).

In Webistry’s approach, each ad campaign would target a group of interests that could coincide with elderberry products. They’d target Facebook users who’s interests included: alternative medicine, natural remedies, homesteading, or those engaging with popular health blogs like Mother Earth News and Wellness Mama.

It took a lot of research, and as Jonathan says this is where the agency advantage comes into play: “having access to several strategic minds, resources and thorough research gets you a significant edge right off the start.”

The First Ad to Shopify Landing Page Combo

From December 2016 to January 2017, Webistry ran campaigns on Facebook targeting each of the audience segments they’d identified might be interested in the elderberry shots.

Here’s an example of some of the ads (corresponding to fall and winter seasons):

Pictured above: the ads Webistry ran to the associated landing page.

All elderberry apple shots ads led to this Unbounce-built PPC landing page, which converts at 4.7% (lifetime average conversion rate). A conversion in this case was a purchase via the ‘add to cart’ button):

Notice the benefit copy from the ad headlines is carried through to the Unbounce landing page. Click to see a larger version.

And while the orange ‘add to cart’ button on the page looks deceptively simple, it’s actually where the magic happens. Instead of redirecting prospects to the brand’s Shopify store, Webistry fashioned custom javascript to make the button integrate seamlessly with Shopify and offer a slick, on-page checkout experience:

Interested in adding a Shopify cart to your Unbounce landing pages? Webistry shared the custom Javascript in our community. Head over, grab the script, and drive purchases on your own pages.

Two months into this campaign, return on ad spend was 1.66X, and cost-per-purchase was fluctuating between $19 and $145. Jonathan knew they could improve upon these early results and began targeting audiences of vegetarians, vegans, healthy eating affectionados, and homesteaders.

And so, in April 2017 the agency launched a new landing page campaign for smoothie lovers.

The idea was to position the elderberry product as the ideal ingredient to add to a smoothie. Here’s a sample ad used to launch this campaign:

And of course, the landing page this ad pointed to:

This beautiful landing page converts traffic to purchase at 9.44%

Beyond driving sales, the agency realized there was potential for lead capture here too (as a means of remarketing to especially interested prospects later), so they added an on-exit popup to this page. It offered up a free smoothie recipe book and integrated with a Mailchimp autoresponder.

With an 18% conversion rate, here’s the popup built in Unbounce:

The smoothie campaign helped drop cost-per-purchase down to ~$9.65, and Bill and Liz saw a return on ad spend of 3X from their initial investment after just five months of executing this strategy.

This was great, but Webistry wanted to help Fat Stone Farm stay present in their potential buyer’s world year round. They could lie low waiting for winter again all summer, or they could start developing highly refined retargeting and lookalike audiences to reach all year long.

The Sweepstakes That Raised the Stakes

In May 2017, continuing in the off-season, it was time to start preparing for their next winter. Fat Stone Farm was seeing major benefits from refined Facebook audience targeting, so Jonathan and the team extended this strategy with sweepstakes.

They used weekly sweepstakes as a means to gauge and track prospect’s interest in the products, then later in the winter, they created Facebook lookalike and retargeting audiences to get in front of similar groups of interested people regularly.

As Jonathan shares, this allowed the team to generate even better target audiences:

“Our goal was to create campaigns that helped us measure different levels of interest, and to identify these audiences by tracking every event with a pixel. We had a drip campaign setup, and non-winners of the first sweepstakes were given access to a second sweepstakes.”

That is – those who didn’t win each week were offered access to another sweepstakes prize (either the breakfast pack or gummy pack product). This helped introduce prospects to other Fat Stone Farm products and gauge interest for these versus a complementary offering like smoothies.

Here’s a sample ad for the sweepstakes:

And here’s the first landing page touchpoint:

Click the image above for a closer look.

If you didn’t win, you might be sent a second offer in the sweepstakes, with a chance to win an Elderberry Gummy Kit via the landing page below:

Click the image above to see the full landing page.

Of the people who clicked through on the Facebook ad and reached the first landing page above, 18.79% converted. Moreover, of the people who did not win the first sweepstakes, but clicked through the email announcing the second sweepstakes, 79.55% converted via the landing page.

Hot tip: Webistry embedded a third party tool called ViralSweep on these pages. It’s a sweepstakes application to help manage entries, select a winner at random, and allows people to win bonus entries by referring friends via social.

Not only did this campaign collect over 15,000 relevant leads that Fat Stone Farm could remarket to year long with terrific offers, but it reduced cost-per-lead down to a mere $0.51.

Which brings us to…

Winter Season, 2018

After all the ad testing, landing page alterations, and lessons along the way, Webistry re-launched the sales campaigns using six months of audience-segmented data.

They launched the gummy kits as a standalone product landing page (vs. the sweepstakes page) and continued to sell the Elderberry Apple Shots. The best part? From January to March 2018 Webistry achieved the highest return on ad spend for Bill and Liz since starting to work with them: a whopping 33.12X.

Additionally, this season they saw the lowest cost-per-acquisition of just $1.55.

As Bill Ferrell says of the partnership with Webistry:

“These guys are worth every penny. Excellent results (very high CTRs, good CPA, [and] lots of new customers!). The Webistry co-founders are hands-on, creative, and keep tweaking throughout. Their attentiveness to the campaigns and my crazy ideas have exceeded my expectations month after month.”

Berry good results indeed.

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See The Landing Pages These Shopify Merchants Used to Scale Ad Revenue 33X

How to Use Smarter Content to Build Laser-Focused Lists of Qualified Prospects

Laser Focus Content Marketing

Many companies invest a lot of time and money in content marketing. But very few are ever really successful with it. That’s because a lot of companies approach to content marketing as some sort of hands-off sorcery. They write blog post after blog post and then sit around and wait for something to happen (hint: nothing will happen). Instead, you should think of content as a type of currency – a strategic asset that you can use within a framework to drive business results. This requires a plan and a strategy for how you will use content and then which…

The post How to Use Smarter Content to Build Laser-Focused Lists of Qualified Prospects appeared first on The Daily Egg.

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How to Use Smarter Content to Build Laser-Focused Lists of Qualified Prospects

Combining UX Design And Psychology To Change User Behavior

Have you ever wondered why your users do not interact with your product the way you hope? Persuading people to perform a particular action, like signing up or buying a product, is a challenge in most industries, especially when you want that action to be performed repeatedly.
As UX practitioners, we try to create the best conditions for users to complete their tasks, and yet even the most usable interface is sometimes not enough to engage users.

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Combining UX Design And Psychology To Change User Behavior

How Badly Does Your Online Shop Need Live Chat Facility?

From research to purchase, a typical customer journey is fraught with friction and anxiety. 77% of users say they want to contact a real person before buying. Contact can happen through phone, email, chat or social channels. But an overwhelming majority of 73% consumers feel live chat provides the highest satisfaction levels, compared to email with 63% and 44% for phone.

It’s easy to understand why online stores need live chat when you look at the advantages of live chat:

Meme on Live Chat

  • Fast Response Times: Live chat is quicker at resolving queries compared to other channels.
  • Least Obtrusive: Live chat exists only where it is required – the online store.
  • Convenience - a customer can chat to find answers even while doing other things (multi-tasking).
  • Low-Barrier – While on a store, live chat is the easiest channel to find access to.
  • Indirect Enough – consumers are jittery about getting on a call with sales people for fear of being hard-sold to. Live chat is indirect enough, letting consumers get on and off at their convenience.

60% of customers hate waiting for more than a minute for assistance.  43 seconds was the average time to solve a customer problem over chat, in a study involving 85000+ chats.

The above reasons highlight how live chat support is of value to the customer and can indirectly boost sales – happy prospects become paying customers. There are also direct ways that live chat helps business increase sales. Here’s how:

  • Decode Customer Needs: Most live chat softwares tell you where a particular customer came from, giving you an idea about what exactly the customer is looking for.  Or, the number of visits a particular customer made to your site, which might indicate that they are on your site to check if a particular product has become available. Armed with such information, initiating a timely and proactive chat session could effect a sale.
  • Data and Knowledge: Chat softwares log almost every piece information giving you access to data like number of visits, time on page, operating systems used by the customer, geographical data etc. Such data helps the business understand customer behavior, leading to better marketing programs tailored to their needs.

In short, global trends in live chat usage show irrefutable evidence that on-site chat support is here to stay.

With a high adoption rate, little doubt should exist about the efficacy of live chat. It is also moving towards a higher degree of personalization with ideas like co-browsing, where a support person can show the customer around the website, highlighting different areas of importance.

But most studies we found online deal with the efficiency of live chat as a whole medium, with little information about demographic preferences.

Understanding demographic preferences can answer questions like, ‘are there particular segments of audience that live chat is best suited for?” and “are there particular query types that live chat is best suited to resolve?”. Knowledge of such kind can help businesses decide on the priority of including a live chat feature and improve its efficiency and ROI. Software Advice did a survey recently to understand consumer preferences when it comes to live chat.

We chatted up with Craig Borowski, Market Researcher at Software Advice, asking him 5 of the most often asked questions about live chat, its benefits and issues. Here’s it all.

1. Are there any target demographics that seem to need live chat more than the average consumer?

Consumer preference for live chat is inversely correlated with consumer age; as consumer age increases, the preference for live chat decreases. The survey results show that 64% of consumers aged 18-34 have used live chat successfully at least once, while 61% of consumers aged 55+ have never used it successfully.

Live Chat Usage by Age

What this means is if your eCommerce store sells fancy t-shirts, you should have live chat implemented yesterday. Does this mean you don’t need live chat support if it’s hair-wigs that you sell? No. The survey only tells what consumer segment prefers live chat more. The fact remains that live chat is an extremely potent communication channel for all ages, and nearly all types of interaction.

If an online store implements live chat and realizes their audience rarely use it, then it’s more likely due to how it has been implemented than to any demographic variables of their customers.

2. Are there any particular query types that requires live chat more than others?

Live chat is great at providing immediate answers to simple queries, like “Do you have a return policy?”. Most customer queries before and during the purchase are easy to resolve because it is part of the purchase funnel and presumably, the business has thought through all the issues a customer might face and has answers at the tip of its fingers. Chat agents can simultaneously engage as many as 6 customers, making this channel very nimble at resolving simple customer queries. Triggers and automated greetings can also help speed up response times.

The survey results tell a similar story,

Live Chat vs Phone : Query Type

Financial queries are more sensitive by nature and consumers prefer to have those resolved over a more direct communication channel like phone. Typically such queries have more variables and initial responses might not be satisfactory to which customers might have more questions. It’s easier resolved over phone where their questions can be more personal and specific.

Simple queries like ‘where can I find the subscription form?” and shopping queries like “Do you have free shipping?” are not as critical and customers look to find answers to such queries in the quickest means possible – live chat. Such questions should ideally be addressed in the FAQ section as well. But would you want a customer on the payment page to move away to the FAQ page to find answers? Exactly. Including a live chat option helps keep the customer on the road to purchase.

For these above reasons, make sure that you’ve both a phone number and a live chat option on your critical pages. The priority should be to help the customer resolve all of his queries without bouncing off of the page.

This behavior is visible across age groups as well. For each of these query types, consumers belonging to the lower age groups prefer live chat to phone.

Live Chat Preference: Financial Queries
Live Chat Preference: Simple Queries
Live Chat Preference: Shopping Queries

3. Are there certain industries that need live chat more than others?

Some business models will find much faster ROI with their live chat implementations than others. For example, eCommerce sites can realize the benefits of live chat (namely, increased sales) very quickly. Customer interactions in eCommerce settings tend to be simple and straightforward and live chat is the perfect way to handle them.

On the other hand, companies that use live chat for more intricate interactions, like those found with post-sales customer service, may need to make some adjustments after implementing live chat before the true ROI can be had. But it’s not just eCommerce stores that can benefit from having a live chat support option. Here’s how Ez Texting increased signups by 31% using a live chat widget.

4. What are the possible implementation issues adding live chat to your website?

As far as implementation is concerned, live chat is probably one of most painless technologies there is. In most cases it can be added to a website simply by inserting one or two lines of code. It also comes at about half the cost of a call center.

Of course, companies still need to make sure everything is in order before they make live chat available to the public. Wait-times need to be estimated, agent scheduling and training may need to be changed and new company policies may even need to be created. All that aside, generally speaking, a little planning goes a long way and live chat implementations usually go very smoothly.

5. Some live chat widgets pop up right away and others wait until they are requested – which is better?

Unfortunately, there’s really no one-size-fits-all answer. It depends entirely on the context of the website and what goals the company has for it. Generally speaking, you want customers to know that live chat is available, but you do not want to annoy them with it (by having it pop up too frequently). Fortunately, there are many clever ways to offer live chat without going overboard. For example, the chat window can pop up only after a person has spent longer than average on a particular Web page, as this could indicate they have a question about it.

The key is to begin with a clear understanding of how customers currently use the website. To understand the customer and his behavior, mapping out customer journey is immensely useful. Once this is done, it should become clear how live chat should be implemented, and to whom it should be offered, to give customers the opportunity to use it when they need it, but not annoy them with excessive pop-up offers to chat.

You can read the full report of the Software Advice Survey here.

Have you been using live chat for your online shop? How has it worked for you so far and are the findings of the survey in line with your experience of it so far?

Share your experience with us and we’ll all sleep a little wiser tonight.

The post How Badly Does Your Online Shop Need Live Chat Facility? appeared first on VWO Blog.

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How Badly Does Your Online Shop Need Live Chat Facility?

Content Prototyping In Responsive Web Design

While the reality of client work sometimes makes it challenging to gather and produce content prior to starting the design, this is now widely accepted as being necessary. You may have heard this referred to as content-driven design. I’m not the first to suggest that our current approach to responsive Web design could be improved by imparting a bigger role to content in determining how our websites respond. However, I haven’t seen many (if not any) practical explanations on how to do this.

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Content Prototyping In Responsive Web Design

Space Explosion Photoshop Tutorial

Digital space art is one of the most inventive and beautiful art genres of this era. This tutorial shows you how to create your own space scene using three stock photos and Adobe Photoshop. The majority of the effects use the brush tool, layer effects and the filter gallery. You may want to set aside an hour or two before starting this tutorial because it requires quite a bit of work to accomplish.

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Space Explosion Photoshop Tutorial

Movie Website Designs: Examples And Current Practices

It can be an interesting experience looking around at websites in particular industries to identify trends and see how they differ from those in other industries. In this article, we’ll take a look at the websites of major motion pictures to see what types of websites are being created. Movies are a big part of the entertainment industry, and in recent years their websites have become increasingly critical to their overall success.

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Movie Website Designs: Examples And Current Practices