Starting to feel like you’ve been working in overdrive to (maybe) bring in only half the leads you used to? Not to mention your paid budget seems to be climbing way outta hand?
Well, it’s definitely not just you. Marketing’s changing and it’s getting tougher to see strong results.
Two weeks ago Facebook tweaked it’s publisher settings, fewer advertisers can justify current CPCs in AdWords, and—while there’s a lot of talk about artificial intelligence—how the heck can you make use of it today, exactly?
Fortunately you’re not alone, and we’ve got your back.
Learn new tactics at Marketing Optimization Week
Dedicated to helping you optimize your marketing, we’re hosting four days of FREE, tactical advice you can implement now to guarantee success in the future and get more results from your existing channels.
From February 20-23, you and your team can tune in to learn from major players in the marketing space with four daily sessions covering PPC, marketing automation, AI and marketing strategy tracks.
We don’t kid around with online events, and this is sure to be one of our best yet. Find the full agenda here, or read on for some highlights.
Learn how (and why) to kiss gated content goodbye with Drift’s David Gerhardt
February 22, 2018. Time: 3:00pm PST | 6:00pm EST | 5:00pm CST
Breaking expectations can help your marketing thrive, and nobody knows this better than David Gerhardt – Director of Marketing at Drift. Having spent the last 6+ years working in SaaS companies including HubSpot and Constant Contact, he’ll reveal insight into Drift’s 2016 decision to do away with gated content and rely on conversations instead.
In this session, get a behind-the-scenes look at the impact the decision to remove forms has had on this leading SaaS business, and what it could mean for yours.
Improve Your AdWords Quality Score with Hanapin’s Jeff Baum and Diane Anselmo
February 22, 2018. Time: 9:00am PST | 12:00pm EST | 11:00am CST
You already know the importance of your quality score, but making significant improvements to it can be a challenge if you’re not sure where to start.
In this absolutely-don’t-miss session, Hanapin PPC experts Jeff Baum and Diane Anselmo walk you through some changes you can make to your landing pages today to positively impact your quality score.
Get clear on how to prep for AI with Microsoft’s Purna Virji
February 21, 2018. Time: 11:00am PST | 2:00pm EST | 1:00pm CST
At best, you know AI is already all around us, and at worst you think of it as something to fear. Hear from Microsoft’s Senior Manager of Global Engagement on how AI is going to shake up the industry (for the better) and how you can be ready.
Bringing over 15 years in search experience to the table, Purna’s an expert in SEO, everything Bing, and voice search. You’ll walk away with three critical steps you can take today to set yourself up for AI success.
Secure 10X Results Across Channels with Larry Kim of Mobile Monkey
February 23, 2018. Time: 9:00am PST | 12:00pm EST | 11:00am CST
Self-professed unicorn obsessor Larry Kim is ready to show us all the magic of a unicorn campaign (campaigns so effective they perform in the top 1–3%).
In this session, learn the WordStream founder’s unusual tips and processes for getting 10-100x more value from paid ad campaigns on Facebook, Twitter, Taboola and other networks, including how to drive exponentially more traffic to your content and convert more of those clicks into sales.
Sticky Bars are the less intrusive cousin of the noble Popup. They appear at the top or bottom of the page (and sometimes the sides) when a visitor arrives, leaves, scrolls down or up, stays on the page for a certain time period or clicks a link or button. They have a million useful use cases, some of which you may not have considered.
In today’s Product Awareness Month post, I’ll be sharing:
9 Sticky Bar Examples From Out in the Wild: These are examples the team has found on other folks websites, and a couple of our own.
21 New Unbounce Sticky Bar Templates: Check out our latest designs that you can use today.
To get things started, here’s an example that I’ll talk about later in the new templates section. Click to show a Sticky Bar with a countdown timer.
I’d love to see your Sticky Bars too, so drop me a link in the comments, please.
9 Creative Sticky Bar Examples to Inspire Your Next Campaign
Discounts and newsletter subscriptions are valid, common and effective use cases, but I want to explore different types of interaction design, or campaign concepts that can compliment what you’re already using them for.
#1 Maybe Later
If you’ve been following along with Product Awareness Month (PAM), you’ll have seen the “Maybe Later” concept. This is where an entrance popup morphs into a persistent Sticky Bar when your visitors click the middle “Maybe Later” button instead of yes or no.
You can see a live demo of how it works here. A popup will appear when you arrive. Click “Maybe Later”, then refresh the page and a Sticky Bar will appear, and can be configured to show up site-wide until you convert or say “No Thanks”.
#2 Sticky Bar to Popup
This concept is the exact opposite of “Maybe Later”, and it uses a concept known as a two-step opt-in. Instead of showing a form on the Sticky Bar, it just shows a button to express interest.
Click-Through Sticky Bar
When you click the Sticky Bar CTA it launches a popup to collect the email address. This two-stage concept can increase conversions because the first click establishes intent and a level of commitment to continue – while not showing a scary form right away. I’ll be discussing the two-step opt-in in a future post.
This example is really cool. As you scroll down a product page on an e-commerce site, an “Add to Cart” Sticky Bar appears when you scroll past the main hero image.
#5 E-commerce Checkout Discount Nudge
This Sticky Bar sticks with you for every step in the photo creation and checkout process. Clearly, they are comfortable with the coupon being applied to the sale because it’s an incredibly competitive business niche and let’s face it when you see a coupon code field you go searching for one. So why not just offer it straight up.
For the record, trying to buy canvas prints to deliver to family in the UK is a freakin’ nightmare. I had to try 8 different sites before one of them would allow me to put a Canadian address in the billing info fields. They are losing a TON of money by not realizing that customers can be in other places.
#6 On-Click Side Slide
On-click Sticky Bars and Popups are the best kind when it comes to a permission-based interaction. You make something interesting and ask people to click on it. In this example, there is an element on the left side of the page which slides in from the side when clicked.
Unbouncer Noah Matsell created a similar thing in Unbounce (see demo here). It doesn’t actually use a Sticky Bar. Instead it’s just a box with text in it. I love how it works. Try it out, and think about all the cool stuff you could stick in a sidebar.
European Union laws around privacy are some of the toughest in the world, and for the last few years, the EU Cookie Privacy Law required that all EU businesses, as well as international businesses serving EU customers, show a privacy statement with a clickable acknowledgment interaction. I’m not a lawyer so I don’t know all the ins and outs, but needless to say, it’s a great use case that you may not even know that your web team or legal team actually needs.
Coming up in May is the new GDPR legislation which will usurp this law, but offer its own needs and requirements, so stay tuned for more on that, and how you should be dealing with it. In fact, I did a quick poll on Twitter to see what people thought about the cookie law and got an interesting mix of responses. Don’t be in the “Haven’t dealt with it yet” camp when it comes to GDPR. That could get you dinged.
A really simple way to create a multi-page marketing campaign experience.
#9 Net Promoter Score (NPS)
Net Promoter Score surveys are a method of measuring how your customers feel about your product or service. Based on a scale from 0-10 and the question “How likely are you to recommend company name to a friend?”
Co-founder Carter Gilchrist made this NPS demo to show how it works:
21 New Unbounce Sticky Bar Templates You Can Use Today
We just released a whole bunch of new Sticky Bar and Popup templates which you can see inside the Unbounce app screenshot below. I chose a few of them to showcase below based on some of the examples I discussed above.
Sticky Bar Template #1: Countdown Timer
Countdown timers are great for creating a sense of urgency, and can have a positive influence on conversions as a result.
If you have multiple websites or online stores, you can use Location Targeting (Unbounce supports city, region, country, and continent) to let people know there is a local version they might want to switch to.
Sticky Bar Template #3: Product Release
Announce product releases on your website to drive people to the features page of the new product.
Sticky Bar Template #4: Cookie Privacy Law
As I mentioned earlier, this is big for companies in Europe, and also businesses who have European customers. On May 25, 2018 this law will be usurped by the new General Data Protection Regulation (GDPR).
Sticky Bar Template #5: Product Beta Access
Build an email list for an upcoming beta release.
Sticky Bar Template #6: Product Hunt Launch
Product Hunt can be a great place to launch new products. To be successful you need to get upvotes and you can use a Sticky Bar to send people there from your website.
Check Out Our Sticky Bar Live Demo
We built a cool tool that shows what Sticky Bars and Popups look like on your site. Simply enter your URL here to preview. It even grabs your brand colors and in this case, Amanda from Orbit Media makes a cameo appearance.
p.s. You should check out The Landing Page Analyzer. Why? Because – hyperbole alert – it’s the single greatest tool in the history of the world when it comes to grading your landing pages.
Is it possible to design the perfect popup? One so fiercely potent that people just can’t refuse to convert?
Of course not.
As small as seemingly simple as a popup is, it’s still important to understand a little about its anatomy. There are five primary elements to make up the architecture of a popup, and then there’s a layer of interaction design beneath that which deals with the functional aspects such as triggers and targeting.
The five primary elements of a popup blueprint are:
Headline and subhead
Trust and social proof
Call to Action
Using a structural approach to your popup designs helps us avoid mistakes and choose the right interaction modes and content elements that will create a good conversion experience.
Obviously, you can’t use every version of every element on a single small popup, but you can choose the best parts of each anatomical section to craft something that presents your offer in the best possible way.
An important thing to know is that the circled icons beneath each section represent Unbounce functionality that allows you to make your popups way more awesome than they would be if you simply showed it to everyone.
Got any weird and wonderful popup designs?
If you have designs that include elements I didn’t include in the blueprint, share them in the comments so I can add them to my layout specs.
Popups that don’t suck, rule! Make better popups, please.
I’d guess that over half of the e-commerce stores I visit use entrance popups to advertise their current deal. Most often it’s a discount.
What is an Entrance Popup and What’s Wrong With Them?
They are as they sound. A popup that appears as soon as you arrive on the site. They’re definitely the most interruptive of all popups because you’ve not even had a chance to look around.
I get why they are used though because they work really well at one thing – letting you know that an offer exists, and what it is. And given high levels of competition for online dollars, it makes sense why they would be so prolific.
The intrusion isn’t the only point of frustration. There’s also the scenario where you arrive on a site, see an offer appear, you find it interesting and potentially very valuable (who doesn’t want 50% off?), but you want to do some actual looking around – the shopping part – before thinking about the offer. And when you’re forced to close the popup in order to continue, it’s frustrating because you want the offer! You just don’t want it right now.
So, given the fact that they are so common, and they’re not going anywhere anytime soon, and they create these points of frustration, I’ve been working on developing a few alternative ways to solve the same problem.
The one I want to share with you today is called “Maybe Later”.
“Maybe Later” is a Solution to Increase Engagement and Reduce Frustration
As you saw in the header image, instead of the now classic YES/NO popup – the one that gets abused by shady marketers (Technology isn’t the Problem, We Are.) – “Maybe Later” includes a third option called, you guessed it!
It’s more than just a third button, here’s how it works (I’ll refer to the sketch opposite):
The popup appears when you enter the site. You can choose “No” to get rid of it, “Yes” to take advantage of it, or “Maybe Later” to register your interest but get it out of your way.
When you click “Maybe Later” a cookie is set to log your interest.
Now while you are browsing the rest of the site, a Sticky Bar – targeted at the cookie that was set – appears at the bottom (or top) of the page, with a more subtle reminder of the offer, so that you know it there and ready if you decide to take advantage of it.
If you decide against the offer, you can click “No thanks” on the Sticky Bar, the cookie is deleted, and the offer is hidden for good.
The core purpose of this idea is to put the control back with the shopper while creating an effective method for the retailer to engage with you, with your permission.
When you have more than a single button, it’s important to establish visual design cues to indicate how the hierarchical dominance plays out. For you as a marketer, the most important of the three buttons is YES, MAYBE LATER is second, and NO is the least.
You can create a better user experience for your visitors by using the correct visual hierarchy and affordance when it comes to button design. In the image below, there is a progression of visual dominance from left to right (which is the correct direction – in Western society). Left is considered a backward step (in online interaction design terms), and right is a progression to the goal.
From left to right we see:
The NO button: is designed as a ghost button which has the least affordance and weight of the three.
The MAYBE LATER button: gains some solidity by increasing the opacity
The YES button: has a fully opaque design represented by the primary call to action colour of the theme.
You can achieve a similar level of dominance by making the secondary action a link instead of a button, which is a great visual hierarchy design technique. What I don’t like is when people do this, but they make the “No thanks” link really tiny. If you’re going to provide an option, do it with a little dignity and make it easy to see and click.
See the “Maybe Later” Popup-to-Sticky-Bar Model in Action
Alrighty, demo time! I have a few instructions for you to follow to see it in action. I didn’t load the popup on this page as it’s supposed to be an entrance popup and I needed to set the scene first. But I’ll use some trickery to make it happen for you.
Follow these instructions and you’ll see “Maybe Later” in action:
Please note: this is desktop only. Reason being is that Google dislikes entrance popups on mobile. Sticky Bars are the Google-friendly way to present promos on mobile, so they work, but the combo isn’t appropriate.
Click the “Maybe Later” button and the popup will close.
Refresh that page and you’ll see a Sticky Bar with the same offer appear at the bottom.
Come back to this page.
Refresh this page and you’ll see the Sticky Bar here too.
Click “No thanks” to get rid of it when you’ve had enough
Here’s the entrance Popup you will see:
And the Sticky Bar you will see following that:
How to Use “Maybe Later” on Your Website
If you’d like to give it a try, follow the instructions below in your Unbounce account. (You should sign up for Unbounce if you haven’t already: you get Landing Pages, Popups, and Sticky Bars all in the same builder).
Caveat: This is not an official Unbounce feature, and as such is not technically supported. But it is damn cool. And if enough people scream really hard, maybe I’ll be able to persuade the product team to add it to the list. And please talk to a developer before trying this in a production environment.
Step 1: Create a Popup in Unbounce
Step 2: Add “Maybe Later” Script to the Popup
Add the following script “Before the body end tag”, replacing “lp-pom-button-50” with the id of your “Maybe Later” button, and unbounce.com with your own domain.
Set up the URL targeting for where you want the Sticky Bar to appear. This might be every page on your e-commerce site, or in my case just this post and another for testing.
Step 8: Set Cookie Targeting on Sticky Bar
Set the Trigger to “Arrival”, Frequency to “Every Visit”, and Cookie Targeting to show when the cookie we’re using is set. (You’ll see how it’s set in the next step).
Step 9: Add “Maybe Later” Code to Your Website
This is some code that allows the Popup and Sticky Bar to “talk” to its host page and set/delete the cookie.
// On receiving message from the popup set a cookie
window.onload = function()
var eventData = JSON.parse(e.data);
// Check for the later message
if (eventData === 'later')
document.cookie = "mlshowSticky=true; expires=Thu, 11 May 2019 12:00:00 UTC; path=/";
if (eventData === 'laterForget')
document.cookie = "mlshowSticky=; expires=Thu, 01 Jan 1970 00:00:00 UTC; path=/;";
// Listen for the message from the host page
Step 10: Enjoy Being Awesome
That’s all, folks!
What Do You Think?
I’d love to know what you think about this idea in the comments, so please jump in with your thoughts and ideas.
It’s Day 5 of Product Marketing Month. Today I get to bash some really bad popup examples. Yuss! — Unbounce co-founder Oli Gardner
But before I bring the heat, I want to talk a bit about what it’s like, as a product marketer, to be marketing something that’s difficult to market.
You see, there’s a common problem that many marketers face, and it’s also one of the most asked questions I hear when I’m on the road, as a speaker:
“How do I great marketing for a boring product or service?”
That’s a tough challenge for sure, although the good news is that if you can inject some originality you’ll be a clear winner, as all of your competitors are also boring. However, I think I can one-up that problem:
“How do I do great marketing for something that’s universally hated, like popups?”
We knew we had a big challenge ahead of us when we decided to release the popups product because of the long legacy of manipulative abuse it carries with it.
In fact, as the discussion about product direction began in the office, there were some visceral (negative) reactions from some folks on the engineering team. They feared that we were switching over to the dark side.
It makes sense to me that this sentiment would come from developers. In my experience, really good software developers have one thing in common. They want to make a difference in the world. Developers are makers by design, and part of building something is wanting it to have a positive impact on those who use it.
To quell those types of fears requires a few things;
Education about the positive use cases for the technology,
Evidence in the form of good popup examples, showcasing how to use them in a delightful and responsible manner,
Features such as advanced triggers & targeting to empower marketers to deliver greater relevance to visitors,
And most important of all – it requires us to take a stance. We can’t change the past unless we lead by example.
It’s been my goal since we started down this path, to make it clear that we are drawing a line in the sand between the negative past, and a positive future.
Which is why we initially launched with the name “Overlays” instead of popups.
Overlays vs. Popups – The End of an Era
It made a lot of sense at the time, from a branding perspective. Through podcast interviews and public speaking gigs, I was trying to change the narrative around popups. Whenever I was talking about a bad experience, I would call it a popup. When it was a positive (and additive) experience, I’d call it an overlay. It was a really good way to create a clear separation.
I even started to notice more and more people calling them overlays. Progress.
Unfortunately, it would still require a lot of continued education to make a dent in the global perception of the terminology, that with the search volume for “overlays” being tiny compared to popups, factored heavily into our decision to pivot back to calling a popup a popup.
Positioning is part of a product marketer’s job – our VP of Product Marketing, Ryan Engley recently completed our most recent positioning document for the new products. Just as the umbrella term “Convertables” we had been using to include popups and sticky bars had created confusion, “Overlays” was again making the job harder than it should have been. You can tell, just from reading this paragraph alone that it’s a complex problem, and we’re moving in the right direction by re-simplifying.
The biggest challenge developing our positioning was the number of important strategic questions that we needed to answer first. The market problems we solve, for who, how our product fits today with our vision for the future, who we see ourselves competing with, whether we position ourselves as a comprehensive platform that solves a unique problem, or whether we go to market with individual products and tools etc. It’s a beast of an undertaking.
My biggest lightbulb moment was working with April Dunford who pushed me to get away from competing tool-to-tool with other products. She said in order to win that way, you’d have to be market leading in every tool, and that won’t happen. So what’s the unique value that only you offer and why is it important?
Let’s get back to the subject of popups. I think it’s important to look back at the history of this device to better understand how they came about, and why they have always caused such a stir.
Browser Interaction Models & the History of the Popup
The talk I was doing much of last year was called Data-Driven Design. As part of the talk, I get into interaction design trends. I’ve included the “Trendline” slide below.
You can see that the first occurrence of a popup was back in 1998. Also, note that I included Overlays in late 2016 when we first started that discussion.
Like many bad trends, popups began as web developers started trying to hack browser behavior to create different interruptive interaction modes. I know I made a lot of them back in the day, but I was always doing it to try to create a cool experience. For example, I was building a company Intranet and wanted to open up content in a new window, resize it, and stick it to the side of the screen as a sidebar navigation for the main window. That was all good stuff.
Tabbed browsers have done a lot to help clean up the mess of multiple windows, and if you couple that with popup blockers, there’s a clear evolution in how this type of behavior is being dealt with.
Then came the pop-under, often connected to Malware virus schemes where malicious scripts could be running in the background and you wouldn’t even know.
And then the always fun “Are you sure you want to do that?” Inception-like looping exit dialogs.
So we have a legacy of abuse that’s killed the perception of popups.
What if Popups Had Been Built Into Browsers?
Imagine for a moment that a popup was simply one of many available interaction models available in the browsing experience. They could have had a specification from the W3C, with a set of acceptable criteria for display modes. It would be an entirely different experience. Sure, there would still be abuse, but it’s an interesting thought.
This is why it’s important that we (Unbounce and other like-minded marketers and Martech software providers) take a stance, and build the right functionality into this type of tool so that it can be used responsibly.
Furthermore, we need to keep the dialog going, to educate the current and future generations of marketers that to be original, be delightful, be a business that represents themselves as professionals, means taking responsibility for our actions and doing everything we can to take the high road in our marketing.
Alright, before I get to the really bad website popup examples, I’ll leave you with this thought:
Technology is NOT the problem, We Are.
It’s the disrespectful and irresponsible marketers who use manipulative pop-psychology tactics for the sake of a few more leads, who are the problem. We need to stop blaming popups for bad experiences, and instead, call out the malicious marketers who are ruining it for those trying to do good work.
It’s a tough challenge to reverse years of negative perception, but that’s okay. It’s okay because we know the value the product brings to our customers, how much extra success they’re having, and because we’ve built a solution that can be configured in precise ways that make it simple to use in a responsible manner (if you’re a good person).
What does a bad popup actually look like? Well, it depends on your judging criteria, and for the examples below, I was considering these seven things, among others:
Clarity: Is it easy to figure out the offer really quickly?
Relevance: Is it related to the content of the current page?
Manipulation: Does it use psychological trickery in the copy?
Design: Is it butt ugly?
Control: Is it clear what all options will do?
Escape: Can you get rid of it easily?
Value: Is the reward worth more than the perceived (or actual) effort?
#1 – Mashable Shmashable
What’s so bad about it?
If you peer into the background behind the popup, you’ll see a news story headline that begins with “Nightmare Alert”. I think that’s a pretty accurate description of what’s happening here.
Design: Bad. The first thing I saw looks like a big mistake. The Green line with the button hanging off the bottom looks like the designer fell asleep with their head on the mouse.
Clarity: Bad. And what on earth does the headline mean? click.click.click. Upon deeper exploration, it’s the name of the newsletter, but that’s not apparent at all on first load.
Clarity: worse. Then we get the classic “Clear vs. Clever” headline treatment. Why are you talking about the pronunciation of the word “Gif”? Tell me what this is, and why I should care to give you my email.
Design: Bad. Also, that background is gnarly.
#2 – KAM Motorsports Revolution!
What’s so bad about it?
It’s motorsports. It’s not a revolution. Unless they’re talking about wheels going round in circles.
Clarity: Bad. The headline doesn’t say what it is, or what I’ll get by subscribing. I have to read the fine print to figure that out.
Copy: Bad. Just reading the phrase “abuse your email” is a big turn off. Just like the word spam, I wasn’t thinking that you were going to abuse me, but now it’s on my mind.
Relevance: Bad. Newsletter subscription popups are great, they have a strong sense of utility and can give people exactly what they want. But I don’t like them as entry popups. They’re much better when they use an exit trigger, or a scroll trigger. Using a “Scroll Up” trigger is smart because it means they’ve read some of your content, and they are scrolling back up vs. leaving directly, which is another micro-signal that they are interested.
#3 – Utterly Confused
(Source unknown – I found it on confirmshaming.tumblr.com)
What’s so bad about it?
I have no earthly clue what’s going on here.
Clarity: Bad. I had to re-read it five times before I figured out what was going on.
Control: Bad. After reading it, I didn’t know whether I would be agreeing with what they’re going to give me, or with the statement. It’s like an affirmation or something. But I have no way of knowing what will happen if I click either button. My best guess after spending this much time writing about it is that it’s a poll. But a really meaningless one if it is. Click here to find out how many people agreed with “doing better”…
It ends with “Do Better”. I agree. They need to do a lot better.
#4 – Purple Nurple
What’s so bad about it?
Manipulation: Bad. Our first “Confirm Shaming” example. Otherwise known as “Good Cop / Bad Cop”. Forcing people to click a button that says “Detest” on it is so incongruent with the concept of a mattress company that I think they’re just being cheap. There’s no need to speak to people that way.
I found a second popup example by Purple (below), and have to give them credit. The copy on this one is significantly more persuasive. Get this. If you look at the section I circled (in purple), it says that if you subscribe, they’ll keep you up to date with SHIPPING TIMES!!! Seriously? If you’re going to email me and say “Hey Oli, great news! We can ship you a mattress in 2 weeks!”, I’ll go to Leesa, or Endy, or one of a million other Casper copycats.
#5 – Hello BC
What’s so bad about it?
Context: This is an entry popup, and I have never been to this site before.
Relevance: Bad. The site is Hellobc.com, the title says “Supernatural British Columbia”, and the content on the page is about skydiving. So what list is this for? And nobody wants to be on a “list”, stop saying “list”. It’s like saying email blast. Blast your list. If you read the first sentence it gets even more confusing, as you’ll be receiving updates from Destination BC. That’s 4 different concepts at play here.
Design: Bad. It’s legitimately butt ugly. I mean, come on. This is for Beautiful Supernatural British Columbia ffs. It’s stunning here. Show some scenery to entice me in.
Value: Bad. Seeing that form when I arrive on the page is like a giant eff you. Why do they think it’s okay to ask for that much info, with that much text.
Control: Bad. And there’s not any error handling. However, the submit button remains inactive until you magically click the right amount of options to trigger it’s hungry hungry hippo mouth to open.
Well, that’s all for today, folks. You might be wondering why there were so few popup examples in this post, keep reading and I’ll explain why.
Coming Up Tomorrow – Good Popups, YAY!!!
One of the most interesting things I’ve noticed of late is that there is a shift in quality happening in the popup world. When the team rallied to find the bad popup examples above, we found at least 10x as many good ones as bad. That’s something to feel pretty good about. Perhaps the positive energy we’re helping to spread is having an impact.
So get your butt back here tomorrow to see 20+ delightful website popup examples. More importantly, I’ll also be sharing “The Delight Equation”, my latest formula for measuring quantifying how good your popups really are.
I wrote that statement on a whiteboard at the start of a website brainstorm session.
What does 1.06 products mean?
1.06 sums up my frustration at the adoption rate of our new products. Yup, Unbounce is now more than just a landing page builder. We released two new products, namely “overlays” and “sticky bars”, and we grouped them together under an umbrella term “Convertables”.
The number 1 represents our flagship industry-leading landing page product (100% of our customers have adopted it), and the .06 represents the tragic adoption rate of our new products (6%).
And yes, you’d be correct if you noted that “Convertables” isn’t a real word, but then neither is Unbounce, so we went with it after a notable amount of company-wide polling, and general corporate groupthink. More on that later.
So, how does this scenario result in me writing 30 blog posts about our products?
Rewind to October 5th: I was in a meeting with fellow co-founders Rick, Carl, and Carter, openly expressing my frustration with the adoption numbers, and Carter interrupted me to ask, “Okay, fine, but what are you going to do about it?”.
Then this video happened…
Awesome, right?! Yeah, it is, until the moment I realized it’s been exactly 301 days since I last wrote a blog post (I’ve been focusing on public speaking), making this level of bravado a tad audacious at best. Aaand, yes I realize I was a little intoxicated in the video.
But, I’ve learned over the years, that being a bit ridiculous in my promises is the only way I really know how to get shit done. When I tell everyone that I’m doing something big, the self-imposed peer pressure is what motivates me to make sure I complete my mission.
Enter Product Awareness Month (PAM)
This brings me to our blog. We’ve never written much about our products on the blog, in fact, we’ve actively avoided it to let the content speak for itself as an educational pillar of the community, and to remain non-salesy.
I’ve realized though, that it doesn’t make much business sense to be that overtly humble in all marketing communications. There has to be a way to balance exposing people to your product without it detracting from the experience.
It’s my fault in many ways. When I started our blog back in 2009, I had a mission to be different from our competitors, to not come across as a salesperson, and just to provide value and entertaining content that stood out.
We dominated the realm of conversion content for many years, but in an increasingly competitive SaaS martech space, our content is no longer number one, and it’s time that we change our approach.
Which is why we’re doing a blog takeover for the whole of January.
Our goal is to explore a blog topic we’ve not covered before, but also to expose a transparent window – transparency is one of our six core values at Unbounce – into our journey as a company, as a marketing team, and myself personally, to become better at marketing our new products.
For me, it’s the first time I’ve ever been involved in product marketing, which will make it a fascinating personal journey reinventing myself as a different kind of marketer.
I’m also cutting the number of speaking gigs I do in 2018 in half, because let’s be honest, in this moment, the success of Unbounce can be more rapidly impacted by me staying home than being on the road.
Along the way, I’ll be opening up the Unbounce vault to share our core metrics with you. This will include our churn and product adoption metrics, which we hope to be able to lift in a big way throughout this 30-day experiment. There will be data check-ins throughout, with a halfway report, and then a full “Results Show” at the end.
I’ll also be digging into our analytics to see what the engagement and attribution looks like for every one of the 30 blog posts.
Some of the content will revolve around the learnings and experiences of becoming a better product marketer, and the rest will be an exploration of the ways we’re trying to rethink what our products are, what they mean to our customers, and how we can do a better job communicating their benefits (with some case studies and new ways of thinking – I hope).
I say “I hope” because I’m writing this as you read it. That’s what tends to happen when you commit to something as absurd as 30-in-30.
Follow Along << Mid-Post CTA
I encourage you to follow along by subscribing to our weekly update emails at the bottom of the page. I’m really keen to have our community (that’s you) help us explore how to do this properly, and hopefully, we’ll all learn how to do a better job of marketing our products.
This is a screenshot of the subscribe form at the bottom of the post. Thought you should know.
Aaand I’ve configured it so you’ll see an exit popup when you leave this page. Note, that I’m doing this to show the product in a relevant and hopefully useful manner.
Unbounce Product Adoption Metrics
How do we measure adoption at Unbounce? To understand, it helps to explain a little about how we define a customer. In the old days, a customer was any signup, someone who started a 30-day trial. Over time we learned we should be measuring a little deeper into the customer lifecycle, and decided a customer was someone who paid us twice; once after the 30-day trial, and again after sixty days.
In 2017 we modified this further to someone who pays us three times, giving us a much better sense of true churn numbers.
To be considered a customer who has adopted our products, we have an additional set of app usage criteria:
For landing pages adoption means: a customer who has built and published one or more pages, has set up a custom domain, configured an integration with another tool, and has paid us three times.
Full transparency: 6% adoption for a new product sucks.
So what went wrong? Why was adoption so low?
Well, first, and most importantly, product marketing is really hard.
We also made a few (well intended) mistakes, namely…
Mistake #1: We called a popup an overlay. Mistake #2: We created a fictitious umbrella term “Convertables” for only two child products, and for a few months, only one child product. Mistake #3: We assumed that people would find and use these two products, hidden behind said umbrella term in the app. Mistake #4: We assumed that the functional user of our landing page product would be the same person who needs to use popups and sticky bars.
How do we un-f*** this problem?
The first thing we’re doing is removing public-facing mentions of the term “Convertables”. This has excited the marketing team because it’s much easier to market something when you know how to describe it, and a multi-product value prop is much harder than a single-product value prop.
Beyond that, the approach I’m taking is a combination of four primary tenets:
First, is a concept I call “Productizing Our Technology” or POT for short. This is about discovering new and novel ways that our platform can be used, that people either haven’t imagined or simply didn’t know was possible.
Second, is exploring the entire Unbounce ecosystem, from the app, to the website, our content channels, and our community, to see how we could do a better job of exposing the benefits of our products to those who can benefit from them.
Third, is using the Product Awareness Month blog takeover to create interactive demonstrations right here on the blog – the goal of which is to reduce the Time to Value (TTV) by creating more obvious ah-ha moments.
Fourth, understanding who the various target personas and functional users of the different products are, and adjusting our targeting and marketing communications to find and speak to those potentially different users.
In regards to #3 the blog takeover, if you take a look at the top of the screen, you’ll see a header bar like this:
Or this one, if you have scrolled down the page:
If you look at the hierarchy of information from left to right, you see: 1) Who we are: logo, 2) What we do: value prop, 3) How to take action: the three big orange buttons.
This is hugely different to the rest of the blog, which retains the navigation of the whole site (I’ve thought that was incongruent for a long time).
My hope is that the new header bar helps more people know what we do, and how our products can help. I’ll be tracking engagement with the 3 CTAs and comparing these 30 posts against our other blog content in terms of its ability to get people to sign up.
I had my own ah-ha moment when I started imagining all the ways that I could hack/modify/extend the ways the Unbounce conversion platform can be used. We have 3 core pieces of product technology (not including our AI/Machine Learning efforts that will power our technology in the future): landing pages, popups, and sticky bars.
By taking our core tech, combining the available features, with new jQuery scripts, CSS, and some 3rd-party integrations, it’s possible to create a plethora of new “mini-products” that if embraced by the community, might inform future product direction.
Take a look at the spreadsheet below. This is my POT matrix. The complete sheet currently houses over 120 new product ideas.
(Click image for full-size view)
Across the top (in yellow) are the core products, their features (such as targeting, triggers, display frequency), and the different hacks, data sources, and integrations, that can be combined to produce the new products listed in green in the first column.
Each product is flagged as being in one of three states:
NOW: These products are possible now with our existing feature set. MVP: These products are possible by adding some simple scripts/CSS to extend the core. NEW: These products would require a much deeper level of product or website development to make them possible. These are the examples that came from “blue sky” ideation, and are a useful upper anchor for what could be done.
I’ll be explaining these use cases in greater detail as the month progresses, and I’ll be building some of them directly into these blog posts as I write them. << FTR this will involve me reverting to my long-extinct coding background to hack the shit out of the blog to show you what I’m talking about.
There’s a reason you can recognize an Apple ad right away. Same with Nike and Airbnb. A big part of that is because of imagery, copy, and layout, but typefaces play a huge role as well.
Although the ROI of having a strong brand is harder to measure than, say, clear button copy, it’s telling that some of the most respected companies in the world have strong design cultures and distinct aesthetics.
Examples of Apple and Nike’s on-brand design aesthetics.
When designing landing pages, you need them to be on-brand, pixel for pixel. Great design is often a tell-tale sign of more sophisticated marketing (and can give you an easier time getting conversions as it can help convey that you’re well established). One of the most obvious elements that need complete design versatility on your landing pages is your typeface.
This is why Unbounce launched built-in Google fonts in September of this year. Now there are 840+ fonts to choose from for all your text and button needs, straight from the text editor’s properties panel:
For some inspiration on how to best use this newfound world of hundreds of fonts, we’re passing the mic to some of our in-house designers at Unbounce. See what they have to say about everything from the best fonts for creating a visual hierarchy to how your text can communicate emotion. Plus see what types of fonts they’re excited to use in their upcoming design work in the builder.
Break the rules where possible
Cesar Martinez, Senior Art Director here at Unbounce, hears a lot of talk about rules. But they’re not the be-all-and-end-all. As he tells us:
“Often when discussing typography with my peers, I hear about all sorts of design principles, some of which I’ve always challenged myself to learn almost as commandments. I realized that is very easy to fall into a vortex of overused principles of visual communication that can potentially damage your integrity (or what some call originality) as a brand.
When designing landing pages that need to feel especially branded or out of the box, try breaking these rules every now and then (then A/B test to see what works and doesn’t). For example, you could use more than two typefaces in one paragraph, break the kerning on your headers, use a big bold-ass serif on a semi-black background and see how it looks with a thin handmade brushed calligraphic font as the subheader…I know it sounds crazy, but this can lead to unexpected results and it’s something I’m really looking forward to doing with the builder’s new built-in Google fonts.”
Some of Cesar’s favorite out-of-the-box examples of typography?
“I love what ILOVEDUST does when it comes to typography. I also recommend reading Pretty Ugly2 as an introspection of “bad” typography applications that succeed in the way they communicate a visual idea.”
Which font is Cesar most excited to use in the builder? A few: Roboto, Playfair, and Abril Fatface.
Denise Villanueva, a Product Designer, created our Unbounce Academy with clear and consistent hierarchy in mind.
“Good typography is the most straightforward way to create a clear content hierarchy. That, above anything else, should be the main criteria of choosing typefaces for your brand.”
Denise provided some specific pointers to help you achieve sound content hierarchy on your landing pages:
“When in doubt, using one font family in 2–3 weights (or two font families in 1-2 weights) will work the vast majority of the time. Using more than three typefaces can be distracting and chaotic — avoid doing it.”
As an example, Unbounce’s Fitspo template features the Raleway font (in all caps for headers and sentence case for regular body copy) and a clear, attention-grabbing header with supporting sections that guide you further down the page. Think of it as presenting your information in clearly defined levels that are easy to read.
Give someone all the feels with typographic details
For Denis Suhopoljac, our Principal User Experience Designer, using the right typography can evoke feelings in your audience:
“Typefaces are all about composition, harmony, and mood rolled into one. By matching the right typography traits with voice, style and tone of a brand, you can enhance the wit, humor, or seriousness of a piece of copy. When it’s done right, typography makes your copy (and your entire brand experience) legible, readable, and appealing.”
Different fonts convey different types of emotions via text — what do these typefaces make you think of? Professionalism? Reliability? Playfulness? Timelessness?
Try incorporating typeface as part of your message
To Ainara Sáinz, our Interactive Designer, good typography can do double duty and save you from having to use other supporting imagery.
“If typography is done well, you don’t always need extra elements like images, backgrounds or even colors to reinforce the message. And sometimes, the execution is so flawless that the audience might not even need to know how to read to understand and feel the message behind it. Like Ji Lee’s Word as Image project—just… wow.”
Image via Ji Lee’s Word as Image project.
Your landing pages can make use of stunning fonts too
Having solid branding does wonders for a brand’s credibility, and our customers have been telling us that they want to get in on the action. Get into the builder today to explore the 840+ new typeface options available, and find your favourite pairings for your next landing page.
As a savvy marketer, it’s our sincere hope you never start a campaign without a dedicated landing page for sending your paid traffic to. But — as you know — the job isn’t over once a landing page is created.
Your real opportunity is in understanding how your page performs.
Beyond tracking standard performance measures like conversions and landing page quality (LPQ), you’ve likely wondered about other factors like:
Is my landing page copy clear? Are there too many words? Too few?
Is my page faring well on mobile? Does it load fast enough?
Is this page just designed nicely, or is it also optimized for SEO?
Is this a good conversion rate for this type of page in my industry?
Ultimately you want to know whether you’ve got an especially high converting page, or if there’s anything specific you can improve. But it can be difficult to know what ‘good’ looks like, and you may not always have a second set of eyes to help you critique.
New: Try Unbounce’s Landing Page Analyzer
For years we’ve seen the need for a landing page audit tool or landing page grader of some sort, and so—after many months of development—we’re very pleased to unveil the Unbounce Landing Page Analyzer.
With this grader-style tool, you input your landing page URL (along with a few key details) and The Analyzer instantly delivers a comprehensive, personalized report with custom recommendations you can try today to increase your conversion rates.
Unlike other landing page reviews, The Analyzer is truly a deep dive into your performance.
Not only do you get a summary of how your page compares to others in your industry, but you also see important page performance insights including your landing page’s speed, load time, and page requests that may be slowing things down.
If The Analyzer discovers your images are too large (contributing to slow load time), your custom report will include compressed versions of all your images to replace quickly and get your page loading even faster.
Pictured: you’ll get custom, compressed images as part of your page analysis.
In The Analyzer’s comprehensive report, you’ll see specifics across nine categories, and discover whether your landing page:
Conveys trust and security
Appears properly on social networks and mobile
Is designed in a way that’s especially high converting
Contains too many calls to action
Has an appropriate Flesch reading ease and sentiment for your industry,
and much, much more.
Evaluate your landing page to reveal rea, data-backed insights in minutes.
Wait, aren’t there other landing page graders out there?
Touche! There are other landing page analyzers/graders/calculators available, but we can confidently say Unbounce’s is the most sophisticated and comprehensive you’ll find. Ours is the only landing page analyzer on the market leveraging AI technology, and the endless amount of campaign research done by our customers and our in-house marketing team.
For the past eight years, we’ve been obsessed with the question “what’s a good conversion rate?”, and Unbounce’s internal research team has employed proprietary AI technology to analyze the behavior of over 75 million visitors to 65,000 landing pages with a goal of understanding what makes a customer convert.
We have more data than any other conversion platform to provide insights on what a high-performing landing page looks like, and The Analyzer leverages this insight.
The Analyzer’s data is sourced from Google Page Speed Insights, and our very own proprietary data broken down by industry.
Actionable feedback you can implement today
The best thing about this landing page review? You’ll discover instant improvements that might take you only minutes to fix.
The Wizard of Moz himself, Rand Fishkin ran the following product’s landing page from Moz.com through The Analyzer and had some great things to discover.
How’d this Moz page fare? Here are Rand’s initial thoughts:
“I’m glad to see we passed so many of the technical checks! I was a little nervous. [I] Realized that the page is missing testimonials or social proof. That’s a head-smacking moment.”
Rand may be a bit self-depreciating here, however. Moz’s page scored really well with a 75% overall:
Rand’s overall landing page grade.
Rand’s verdict on trying out The analyzer?
“I’ve never seen a page analysis tool that’s focused on optimization. In my opinion, this can be hugely helpful for folks to quickly check that they’ve nailed the basics of landing page optimization and accessibility. I have no doubt tens of thousands of websites can get better just by applying this tool’s advice.”
What did we learn?
Interested in what The Analyzer could teach us about our in-house landing pages at Unbounce, we ran our recent event landing page for PPC Week through to see what we’d take away:
Pictured: The landing page for PPC week we input into the Landing Page Analyzer.
We learned the page converts very well for our industry (7.7%), and while the page loads pretty quickly (0.7 seconds), at 3.32MB it’s overweight and could be loading even quicker if we reduce it to less than 3MB:
Our PPC Week page’s overall grade. Note our message match and page speed could use some work.
Our PPC Week landing page is running a little slowly.
Fortunately, The Analyzer also provided us with some compressed images that will help us load up to 9% faster:
We also saw that our page title, meta description and H1 tags were helping our SEO visibility (which was important for this particular page).
All of these quick-to-change factors can improve this PPC Week page for us, but we’re most excited to see what you’ll discover about your own landing pages. Bonus, you don’t need an Unbounce-built page to try The Analyzer, either. Give it a try today and let us know what you think!
When you hear ‘website popup’ in a marketing context, my bet is—as a discerning marketer—you all but cringe. Surely these boxes that jump up in the middle of a screen are for low-level marketers. They’re scammy, make you lose your train of thought, nobody likes them,…you’d never use ‘em.
But can you really hate popups if they’re found to drive results?
As heated as the debate can get, Richard Lazazzera, an ecommerce entrepreneur and Content Strategist at Shopify has a fair point in this reply to a comment on his blog post:
Image via the Shopify blog.
And drive sales they can.
By experimenting with popup overlays, Auckland-based Canvas Factory (an ecommerce shop providing high-quality canvas prints) has found a ton of success engaging prospects at exactly the right time.
Using just one popup that appears across several of their domains, Canvas Factory discovered the targeting that worked best for them, and—most importantly—brought in 1.1 million USD in revenue(!) via their offer.
In today’s post, we’ll share Canvas Factory’s story, along with some lessons learned, so that—if you’re tempted—you too can convert more site visitors.
Canvas Factory’s approach to ecommerce popups
Similar to many ecommerce brands, Canvas Factory wanted to convert more of the visitors leaving their site empty handed. They’d realized some prospects only needed a moderate incentive to get over any purchase anxiety, so they had started offering a small discount via a coupon.
Eventually they wondered if the coupon would perform even better if delivered via a popup at the right moment.
One of Canvas Factory’s domains outfitted with their popup.
They duplicated this one design eight times for running across different domains on certain URLs. The copy was the same for each, offering $10 off someone’s first order in exchange for an email, and only appeared as someone was actively trying to leave the site, once per visitor.
The main difference was location. The brand ran four of these overlays across their product pages on their Australian and New Zealand domains, while another four appeared on the Canvas Factory blog across the same domains.
How’d the experiment go?
The Unbounce popup overlay has now been running from November 2016 to present and in comparing the period before using the popups to promote this same coupon code to now:
Canvas Factory has seen a 6% to 9% increase in use of the coupon, and
Subscription to their mailing list has grown by over 14.3%.
Now the brand’s marketers can do a better job actively nurturing prospects claiming the coupon, and re-marketing to successful first-time customers.
But in terms of the bottom line? Managing Director Tim Daley says it best:
“Unbounce played a key part in Canvas Factory’s conversion rate optimization activity for our subscriber campaign. This has contributed to over $1.1 million dollars in purchases.”
$1.1 million the brand may not have otherwise seen had they not tried the overlay? If that’s not making you reconsider whether or not your personal distaste for popups should stop you from trying one out, I’m not sure what will.
How’d the brand track success?
Tim tells us the coupon use was measured by integrating Unbounce popup overlays with their mail platform and their payment gateway CS-Cart:
“This [integration] allows us, per country level, to collect new subscribers, partition [them] to relevant country and then track their individual and group purchase application of the coupon acquired through the popup.”
Ultimately the integration lets Canvas Factory see:
How many customers are using coupons + how many discounts are being used total
Total revenue before and after coupons are applied
Average order value before and after coupons are applied
What kind of customers the brand’s attracting with coupons
All very useful factors in understanding how long a campaign like this is feasible for, and experimenting with different discounts.
Want to push your lead data collected via landing pages, sticky bars, and popup overlays through to your mail platforms and other tools? See our Integrations Powered by Zapier and all the connections available right in Unbounce.
It’s all about location: A lesson on why popups in the wrong place are a big mistake
Your gut feeling that popups can be scammy? It’s not far off. If used incorrectly at the wrong time or on the wrong URL of your site, they certainly can be. We’ve all seen these types of popups and they’re maddening.
In Canvas Factory’s case, it wasn’t as simple as create the popup, set it and forget it. In running their Unbounce popup overlay in several locations, they’ve learned placement and timing is critical.
In Tim’s case, he discovered that the blog wasn’t the proper placement for this particular offer, it was simply too soon in the buyer journey to be offering someone a discount. With posts on the brand’s blog aimed to help you take better photos of your kids and other photography tips, this level of awareness doesn’t really align with wanting to purchase right away.
Overall, Canvas Factory’s blog popup conversion rate was 0.18% versus the up to 11% conversion rate they’d seen on product pages where the purchase intent was likely higher.
As outlined above, aim to align your offers with buyer intent.
If you choose the right place for your offer (pricing pages and high commitment URLs in Canvas Factory’s case), you’ll see results because you offered a timely and relevant incentive. In the wrong place, however, you simply won’t see the results you want, and worse, you’ll irritate and annoy your visitors.
No—Canvas Factory’s unique experience isn’t to say that popups on your blog won’t work, because they definitely can. You just have to choose the right kind of offer and perfect targeting. Because your blog readers may not be product aware yet, you need to align your offer with the level of awareness readers do have about your company (i.e. they might be open to a free in-depth ebook about the exact topic they’re already reading about).
You might also try directing your blog traffic to an even higher-converting area of your site.
Here’s a super relevant clickthrough popup Seer’s Wil Reynolds uses to offer up more relevant content on his site:
By proactively serving up what prospects might want next, Seer becomes more trustworthy and keeps people engaged on their site longer (which is a great sign in Google’s eyes). You can make traffic shaping like this the goal of some of your popups in locations where a higher-commitment ask doesn’t make sense.
Try an Experiment Yourself
Overall, popups can definitely be annoying when used aggressively or poorly (there’s no arguing that) but, as we’ve seen with Canvas Factory, proper targeting and relevant offers can make all the difference to both marketers and site visitors who can be receptive to proper incentives at the right time.
If you’ve got a great campaign or offer running, a well-timed and targeted popup could ensure all the right people see it and that you don’t leave opportunities on the table.
Hi, I’m Corey. Are you an idealistic marketer, like me?
That is—do you plan your marketing campaigns by pretending technical limitations aren’t a thing and just map out the ideal experience you want for your prospects from first impression to final conversion? Like this:
A photo of my actual campaign flow on the whiteboard.
If your whiteboard looks this optimistic, read on. We’ll nerd out together.
After us idealistic marketers are done dreaming about our perfect campaign structure from start to finish, the harsh reality sets in: technical limitations are definitely a thing. When the time comes to figure out how to actually do something a little crazy, like augment lead data or enrich it with extra data pulled from ‘the internet’, things get much trickier. But if you’re dedicated to the campaign you mapped out, you really want to make it happen.
Often, you’ll ask a developer for help and hear, “Sure it’s possible. I’ll just need two weeks to code it up. Log a request and we’ll prioritize it against all the other requests for my genius.”
We both know you’re not logging that request, because it’s not getting prioritized.
Eventually, you run a campaign that looks exactly like what you’ve done before, or what everyone else is doing, because it’s relatively easy for us—lowly marketers—to pull off by ourselves.
Can’t we Execute More Sophisticated Marketing?
Is it too much to ask that we can create whatever the hell we dream up, so we can push the industry forward? To deliver the experience we think could make a difference to our prospects—one they might even enjoy?
Not if we need to rely on devs to help build our lead management or the integrations component of our campaigns for us, unfortunately.
However, I’ve found that more and more often I don’t need to have these futile conversations with developers. Modern martech has brought us tools to help, and the tool that comes up most often for me is Zapier.
Your Marketing on Zapier
Have you ever punched above your weight at work and solved a problem that that you’re totally unqualified to solve? It. feels. so. satisfying. You feel way smarter than you actually are.
I got that feeling when I used Zapier with Unbounce for the first time. I still get that feeling today. If you dream big enough, and can connect the right tools together, you can pull off campaign workflows that feel almost impossible.
Exactly how I felt having used Zapier for the first time.
Most recently, I tried to execute the campaign in the whiteboard photo above (the one above the Dragonball Z meme). The campaign—called Conversion Quest—challenges PPC marketers working in agencies to double the conversion rate of one of their client’s landing pages in 30 days.
When planning this campaign, I wanted to have a prospect fill out the form on a landing page with the current date (when they were “starting their quest”), and their current conversion rate. From there, they’d receive an email confirming their personalized quest goal and deadline by which they’d ideally complete the challenge (The email was to automatically pull in someone’s target conversion rate and their custom due date a month out).
Of course, when I’d planned this flow, there was no technical way to magically include a doubled conversion rate and custom due date directly in each prospect’s followup message. That is until my colleague reminded me of Zapier Formatter, which allows you to manipulate your lead data before it goes into your marketing automation platform (or CRM, or Email Marketing Service, or wherever other tool you can think of). Just 30 minutes later (and without approaching our dev team), I had augmented data going into our marketing automation platform.
Now Conversion Quest runs with custom info in the followup, all thanks to a quick Zap (a preconfigured integration template connecting two or more apps).
Here’s an example of the message I send in that campaign:
Here’s a sample of the email I manipulated data with via Zapier to personalize.
Now, are you going to need to use Zapier so you can build Conversion Quest?
No (that’s my great idea)… But my bet is you’ve got amazing campaign ideas for which Zaps could help you create a consistent (better!) experience for your leads, and help you stop relying on developers. As a bonus, Unbounce now has Integrations Powered by Zapier available right in the builder, so you can do this super quickly, without ever leaving Unbounce.
Here’s just a sampling of the Zaps available right in Unbounce. There are 60+ right in app, and with a Premium Zapier account you can access over 900!
Let’s dig into the versatility for a second.
Leveling up your marketing (without a line of code)
1. You need to connect a client’s hodgepodge of tools
In this case, you’re a marketing agency that needs to build high-converting lead gen landing pages, overlays or sticky bars that connect to anything and everything your clients use, which could include:
Follow Up Boss
A few quick Zaps can connect your lead data to all of the above.
2. You want to use an existing CRM or marketing automation platform, with custom landing pages/Unbounce
If you’re using a tool that requires you to use rigid forms or landing pages, but you’d rather have custom landing pages that look great, convert like crazy and give you more control over the experience, you’d simply Zap together your landing page builder with tools/platforms like:
3. Your CMS or Marketing Automation tool doesn’t enrich your data for you
With Integrations Powered by Zapier, if you collect a lead in Unbounce, Zapier can enrich the lead’s profile with extra data (using, for example, the lead scoring Zap) en route to wherever you’re storing your leads.
4. Your sales team would like to be notified immediately when a super qualified lead comes in…but they never check their email
For this, you can try sending notifications via the following Zaps:
5. You’d like to route leads to specific salespeople in your CRM depending on the info a prospect submits in a form
Joe Savich from Altos gave this a try in Unbounce, and had high praise for this email parser Zap:
“It’s pretty nice. The integration powered by Zapier was super easy to setup…I was able to create a lead notification with a condition that, depending on which custom field was chosen, would send that lead to the appropriate sales team. My client thinks I am a magician! I could see this being used a lot going forward.”
Overall, of all the feature releases in my 4 ½ years at Unbounce, Integrations Powered by Zapier is my all time favourite. Zaps from right inside our builder empower marketers to do things you shouldn’t be able to do, without developers. And they make you feel really smart.
If you’re committed to driving our industry forward with some next-level marketing (that may look impossible at first glance), I’d urge you to try zapping some connections together and getting creative. You might surprise yourself, or better yet your boss or clients.