Geo-Targeting Can Skyrocket Your Conversion Rates!

As the internet continues to grow at an exponential rate, the average web user is overloaded with a vast amount of information. Website owners only have a few seconds to convince someone that the content on their website is worthwhile reading before the visitor moves on. While there are many methods of engaging your visitors and increasing conversion rates, one that is hardly spoken of but is used by all the big players is ‘Geo-Targeting’.

Geo-Targeting in simple terms refers to targeting a visitor based on their geolocation (country, state or city). It involves dynamically delivering web content so that it is highly related to your visitor’s location. Relevant information is the key in catching a visitor’s attention and improving engagement. People are naturally drawn to events and deals that are happening around them. By Geo Targeting your website’s information, your visitors will feel more comfortable and familiar with the content displayed. This will not only enhance their browsing experience, but it will increase trust, separating you from your competitors.

Common Geo-Targeting Techniques

Geo-Targeted Content

A simple example of geo-targeting web content is dynamically altering phone numbers based on a visitor’s location. Having a phone number right on top of the website is a great way to improve call through rates for your business. However, as this space is prime real estate, it only makes sense to display the relevant phone number to the visitor. Geo-targeting can avoid having to display a long list of phone numbers in your website’s footer or on a separate page altogether.

Geo-Targeted Popups

Displaying popups on your website based on a visitor’s location is a great way to target promotions. Let us take a restaurant business, for example, that has several branches spread around the country. Each branch could be running a different deal. The branch in Los Angeles is offering 10% off all burgers. The branch in San Francisco could be offering half price Tuesdays and so on. Using a single website, the restaurant can display the relevant deal to each of its local audiences in the form a popup.

Geo-Targeted URL Redirects

Global companies often have multiple versions of their website tailored to suit each country with a country level domain (.au, .co.uk, .fr, .my, etc.).  Having a local domain can greatly increase trust and relevance. It also makes it easy for the company to completely tailor the website to suit the local audience. Most of these global companies utilize automatic URL redirection to the local domain based on the visitor’s country. This is called geo redirection and it is the most widely used geo-targeting technique.

Airbnb As An Example

Below are screenshots of Airbnb.com taken from California and Singapore respectively. You will notice the 3 accommodation images when viewed from California are Santa Cruz, San Francisco, and Monterey, all of which are located in California. When Airbnb.com is accessed from Singapore, the images automatically show accommodation in cities from countries neighboring Singapore. This is a perfect example of how a large organization utilizes Geo-Targeting to display relevant information to their visitors.

Airbnb.com Viewed From California

airbnb1

 

Airbnb.com Viewed From Singapore

airbnb2

 

How To Geo Target Your Website?

Geo-targeting is a severely underutilized technique not only because of the complexity but the cost of implementation. First off, in order to obtain a visitor’s geo location accurately and non-intrusively, you will require an IP to location database which converts a visitor’s IP address to a usable location. These databases don’t come cheap and they need to be updated frequently. Implementing such a database and writing code in your website to create rules for delivering content, popups and URL redirects based on location will require an advanced level developer making it unaffordable for most small businesses. Or, you can choose to work with a more cost-effective and simple software solution that doesn’t require the complex IP tracking technology.

Once you’ve installed a system to pull the location of your website visitors, you’ll then be able to examine your traffic and strategize the best ways to geo-target them with special offers, varied verbiage, etc.

Happy geo-targeting!

headshotVarun Ramesh is the founder of Geolify and previously an automation engineer in the mineral processing industry. He is now passionate about ‘automation for websites’ as the internet becomes more intelligent and dynamic in nature.

7 Ways To Get The Most Out Of Your PPC Guy: An Easy-To-Use Checklist

As a small business owner, you know your business. But do you have time to master PPC? If not, you’ll want to hire someone to do this for you.

That’s why I’ve created this checklist — to help you pick the right PPC person and make sure they get the ROI what you want.

There are 7 critical things I’ve learned in my 14 years of optimizing PPC accounts. Having these at hand helps you get what you need out of your PPC guy. Let’s get started…

#1: Make Sure Your PPC Guy Uses Your Adwords Account For Their Work

If your PPC guy doesn’t use your Adwords account, you may not “own” the work they do for you. If you change providers, everything they’ve done for you may be lost.

Before hiring any PPC expert, ask, “Are you going to upload the campaigns you create to my account?” “Yes” is the only right answer for two reasons…

  • You “own” the work they do.  This way, if you change providers, you can just remove their access and keep the work that’s been done.
  • And it increases transparency.  If it’s in your account, you can check on the status of the campaigns without having to bug your PPC guy. You just login and do a spot check.

Bottom line: get this or walk away.

#2: Verify How Much Work They’re Actually Doing

ppc1It’s crucial you confirm the work they’re actually doing. Here’s how…

Once a week, go to “Change History” in your Adwords Account and go to “Tools”, and click on “Campaigns”. Then, click on “Change History”.

A log of what work has been done will come up. Then you can confirm the changes are what you agreed to.

#3: Ensure They Avoid Broad Match Keywords (With One Exception)

Adwords has five “match types” you can use for the keywords you’re targeting)…

  • Broad match
  • Modified broad match
  • Exact match
  • Phrase match
  • Negative keywords (I’ll discuss this later in the post)

Make sure your PPC contractor is using some combination of modified broad match, exact match and phrase match only.

A campaign with just broad match keywords lets Google give you the “kitchen sink” approach to showing your ads. This will dilute your ROI and hurt results.

The exception is when you’re marketing to a small to mid-size geographic region. In this case, your market will be smaller and you may have to use broad match to generate enough views of your ads (impressions).

#4: Confirm They’re Adding Negative Keywords

Adding Negative Keywords should be added to curb unrelated traffic. It will:

  • improve the quality of your traffic
  • reduce wasted spend and
  • improve your ROI
  • and boost your click-thru-rate (CTR).

Make sure this is part of your PPC guy’s plan and then confirm he does it each week.

#5: Insist They Specialize In PPC Only

Change is constant in SEO and Adwords. That means an expert in either has to specialize in either one to stay current and provide value.

No one can be really amazing at both. The bottom line:

If you want an SEO guy, hire an SEO guy. If you want a PPC guy, hire a PPC guy. As the saying goes, “Jack of all trades, master of none.”

#6: Verify Their Adwords Certification Is Current & Valid

When hiring a PPC guy, you’ll really want to make sure they’re Adwords certified. This means they’ve taken and passed a series of demanding tests from Google to prove their know-how.

So, before hiring someone, ask them for a link to their Adwords certification. Make sure it’s valid and current. This avoids problems down the road.

#7: Approve All Keyword & Campaign Creation Steps

No PPC guy will know as much about the intricacies of your business as you do.

This means that he’s going to have to rely on your expertise to guide his research and campaign creation. Therefore, make sure that you get to review and approve the keywords they’re going to use.

On top of that, make sure you get to look at and approve the campaign before it goes live (and you start spending money).

You’ll probably catch little things that they missed because of your industry knowledge. I’ve seen this save clients a lot of money.

What All This Means For You

Use this checklist and you can make sure of two things:

  1. you’ve picked the right PPC guy
  2. once hired, you can make sure he’s delivering on his promises

You’re ready to start succeeding at Adwords!
Tim GogginTim Goggin is the founder of recessionRebirth, Inc. – a PPC & Facebook consulting agency. They help small- to medium-sized businesses create money-making ads, generate & convert more leads and accelerate the growth of their ROI. Download his free supplementary checklist, “10 More Ways To Get The Most Of Your PPC Guy” here. Once signed up, claim a free Adwords audit (limited to first 9 businesses that apply).

 

How to Use Email Tracking to Dramatically Ramp Up Sales

It’s no secret that email marketing metrics offer great insights.  They let you learn from your customers’ behavior and steer your marketing ship accordingly.

Screen Shot 2015-06-18 at 7.04.09 AM

But how do you find the best strategy for connecting with customers and prospects directly?  Welcome to the world of email tracking.

Email tracking will let you use context to your advantage.  This is huge because getting in front of recipients at the right time will drastically increase your likelihood of winning their business.

How Email Tracking Works

Tracking platforms live on your email service.  Most track opens, clicks, and responses, and they let you store and test email templates.

The technology works by embedding a small transparent image in each email, which is hosted on the platform’s servers.  The platform knows the email is opened when the image is accessed.  Email links are converted to tracked links so clicks can be measured.

The Right Strategy

1. Start with a Great Email

Your email should offer value.  When you’re reaching out to a prospect or customer, ask yourself, “What will he helpful to this person, even if they never hire us?”

Here is an example.  It’s optimized for tracking, which we’ll cover next.

Hi Rachael,I’ve been a fan of [COMPANY] since I read about you in Inc.  I’m glad I finally have a good reason to reach out.We created a tool for measuring email marketing ROI (attached), which we’re rolling out to two companies this month.  Our owner suggested I include you because a couple of your competitors, [Co.A] & [Co.B], responded well.In addition to discussing the tool, I’d like to hear what you’re doing for email marketing.  Even if you don’t hire us anytime soon, I promise you will leave with valuable information.

Can we have a quick call on Wednesday @ 2p?  We’ll need less than 15 minutes.

Best,

Dan

2. Track Clicks Strategically

With the above in mind, include the tracked link at the end so you’ll know if the message was read.

3.  Connect with Context  

Use tracking to understand email context and respond accordingly.  As Mike Volpe, CMO of Hubspot, argues, “Getting calls from reps when I’m on their website or actually reading their email is much more relevant to my day and my schedule.”

4.  Follow Up at the Perfect Time

One of the biggest questions is “When should I follow up?”  Tracking answers that question with concrete data.  Use the technology in conjunction with other timing-based tools to improve your follow ups.

5.  A/B Test Templates

When crafting email templates, make the differences big.  Compare apples to apples: don’t stack the results from customers against those from prospects, and vice versa.

6.  Measure Results

After you send a solid number of direct emails (ie. 50+), review the results.  From there, create a new template and test it against the old one.

But What About Privacy Concerns?

If tracking feels weird, remember that you don’t have to track everything.  Track your pitch email only.  Also, you can include a line at the end of your message letting recipients know about the technology, and that no personal information will be shared.

Email Tracking Platforms

YesWare

YesWare hooks up to Gmail as an extension in Chrome or Firefox.  It’s free for up to 100 emails per month, and $12 per user per month for unlimited messages.

SideKick by Hubspot

If you’re already on Hubspot, then SideKick might be your best bet.  It’s free for up to 200 tracked emails per month, and $10 per user/month for unlimited.

ToutApp

Tout is another popular platform.  It’s much more robust than the others in terms of analytics and other features.  It starts at $30/month after a free trial.

SalesForce Tracking for Outlook

If SalesForce and Outlook are your world, then this may be most convenient.

Tracking is a valuable tool, but it’s not a silver bullet: it must be used in conjunction with a strong value proposition.  Assuming you’re reaching out to the right person with the right message, tracking will leverage context and bring you to a higher level.

 

Screen Shot 2015-06-18 at 7.06.38 AMDan Englander is the author of “Mastering Account Management”.  He’s the founder of Sales Schema, a site that helps professionals find the right balance between sales and customer or client service.  And he’s a decent living room guitarist.  Follow him @danspalace  

 

How Customer Photos Improve Mobile Shopping

Mobile commerce is expected to grow nearly 50% in the next four years.

But even with the rapid rate of tablet and smartphone technology, there are still many advantages of web over mobile for creating a seamless online shopping experience. This is strongly reflected in the still lagging mobile conversion and purchase rates—mobile’s conversion rate lags over 3.5x behind desktop. With consumers spending more and more of their online time on mobile, brands are turning to content generated by their customers to improve the mobile shopping performance.

Mobile commerce still lags significantly behind desktop when it comes to e-commerce.

  • Mobile conversion is generally terrible (0.6% conversion on smartphones in 2013 vs. 2.2% conversion on desktop)
  • Consumers rate mobile as the “most difficult” method for completing an online purchase compared to other purchasing channels
  • Customers rarely make purchases through mobile devices, and when they do, transactions made on mobile are on average much smaller.

Some reasons for mobile’s low reviews include:

  • Low bandwidth that limits photos and load times
  • Small screen that clutters and/or eliminates information
  • Difficulty in mobile app downloads

User-generated content from social media has become a valuable resource to combatting the mobile commerce chasm. For one, your customers are using social media on mobile (social media usage from mobile increased 23% in 2014.)  They are browsing and posting pictures across social channels on their mobile devices.  This means that when it comes to using their phones– your customers are mostly being exposed by content generated by their friends and/or influencers they follow. By displaying customer photos within native shopping apps and on mobile e-commerce websites, your brand can begin to bridge the customer experience gap between social media and mobile commerce.

So what are the general takeaways to why customer photos and social media content are so effective at improving the mobile shopping experience?

  1. Consumers are accustomed to seeing social photos from their mobile devices
  2. Integrating social content into mobile commerce helps connect the shopping experience to the larger consumer mobile behavior
  3. Customer photos are incredibly engaging and offer strong social proof of brands and products
  4. User-generated content is more engaging than custom or stock photography

Kenneth ColeCharlotte Russe

Kenneth Cole and Charlotte Russe place user-generated content on their mobile sites to enhance the customer shopping experience.

Social media plays a large role in improving the mobile experience and can be more than a channel for customer engagement. Customer photos can be leveraged to help personalize the mobile shopping experience and offer strong social proof of your brand and products. By integrating user-generated content into native apps and mobile web, your brand will begin to move the needle to drive higher mobile conversion rates and sales.

 

Kyle_Wong_PixleeKyle Wong is the CEO & Co-Founder of Pixlee, a SaaS platform that helps brands leverage customer photos to improve marketing. Kyle has been featured in Forbes’ 30 Under 30 List and is a regular speaker and domain expert on influencer marketing and driving consumer engagement through social media.

 

Turning Leads Into Customers With an Email Autoresponder

Today’s Guest Post is by Jack Reamer – Enjoy!

Imagine if your marketing ran on autopilot…

You could sit back, kick your feet up and watch your sales go through the roof.

You could grow your business (and take that much-needed vacation) without worrying about how you’ll get your next customer.

Sounds good, right?

Now, you know that marketing isn’t that easy. But a good email autoresponder can bring you new customers like clockwork – even when you’re not working.

What is an email autoresponder?

An autoresponder is an automated series of emails that gives your leads value, draws them closer to your brand and eventually makes them buy what you’re selling.

Basically, it puts your email marketing on autopilot.

How can your business sell with an autoresponder?

Photo credit: Banquet hall via flickr (license)

Photo credit: Banquet hall via flickr (license)

Picture yourself in a 10,000 square foot banquet hall that’s packed with your potential customers.

You’re holding a microphone, and your potential customers are waiting to hear your best sales pitch. What would you say? What would you want them to know before they made a buying decision?

Those are your selling points. And as long as you have your lead’s attention, your email autoresponder can deliver your selling points just like this fictional banquet hall sales pitch.

You need to know two things to sell with an email autoresponder:

  1. What do your leads care about?
  2. What are your selling points?

If your autoresponder messages are about things your leads care about, they will open and read your emails. So earn their attention by sending emails that will help your leads solve a problem or reach a goal.

Then how do you sell? Easy. Just connect one of your selling points to each email.

Let’s look at an example:

Let’s say you’re a bookkeeping company that wants to turn your leads into customers with an autoresponder.

Your leads are busy small business owners who care about saving time running their business. And one of your selling points is you can save business owners one hour a week by doing their bookkeeping.

An email that would work well in your autoresponder is:

“How any business owner can save 5 hours this week”

Then, inside that email, give five time-saving tips for small business owners.

Make sure one of the tips talks about hiring a bookkeeper to instantly save 1 hour every week. (Include a link back to your website so your leads can click to learn more about your bookkeeping service.)

Why does this email work well?

  • It’s a topic your leads care about so it will get opened.
  • You provide five helpful tips so it will get read.
  • You tie your selling point to the email so your leads can click for more details.

Three email ideas for an autoresponder that sells:

1) Welcome Email

Use this email to get your leads to look forward to future emails (by telling them what’s coming up) and to ask, “what are you struggling with?” so you know exactly what your leads need help with.

2) Problem Solver

Help them solve a problem they’re struggling with. (Just make sure the problem relates to your business.) Give your leads helpful tips to establish your credibility and to prove you’re an expert.

3) Case Study

Talk about a past customer’s problems (and how you helped them solve it), so it’s helpful to your leads. Make sure to provide insights with this case study, but don’t forget to include a testimonial.

Have any questions about selling with email? Leave them in the comments, and I’ll answer each one.

Jack ReamerJack Reamer is an email marketing expert who specializes in helping B2B companies turn leads into customers with helpful & engaging emails. Jack shares actionable email marketing insights on his blog emailsthatsell.com. Want to bring in more sales with your emails? Click here to learn the four biggest mistakes business owners make with email marketing (and how to avoid them.)

A Simple Approach to The Customer Journey

Today’s Guest Post is by Duct Tape Marketing Consultant, David Smith – Enjoy!

customer journey

Photo Credit: OneDollarPhoto, gustavofrazao

If you are a small business owner, you instinctively know it’s a wonderful thing when a customer receives value AND has a very positive experience when they deal with your business.

If the journey is hard and the experience is on par with your peers, or worse, unpleasant, you’ll have no chance of building a lasting relationship (loyalty) with the customer. You’ll miss out on the repeat business and referrals that delighted customers bring.

Plainly speaking: The better the experience with your business, the more opportunity you will have with the customer.

That is why Customer Experience (CX) has become a much talked about element for building a successful business.

The major consultancies (Gartner, Forrester, etc.) define Customer Experience in a common way: customer feelings and perceptions caused by interactions with your business. Large companies are advised to have coordinated and consistent experiences across their multiple channels and business units. Many large organizations have an entire department focused on nothing but Customer Experience.

If you are a small business, the complexities of multiple business units may not exist. Your sales transaction, support, service, training, and other opportunities to craft customer experiences go through a small set of people and systems within your business. With limited resources, effectively designing and managing the Customer Experience can become overwhelming to a small business.

By taking a simple approach, a small business can achieve the same results as a large organization that has a Customer Experience Officer or Department.

Using a small business perspective may be the best way for you to think, plan, and implement interactions that achieve positive feelings about your business.

Instead of thinking Customer Experience (macro) think Customer Journey (micro).

Simply put – break it down.

Practically speaking, the Customer Experience is made up of many Customer Journeys. The Customer Journey is the path customers take to solve a particular problem or need. In some cases, the journey results in a transaction for a good or service, which is why the Customer Journey is sometimes also called the Buyer’s Journey.

Customer Journeys are repeated for every instance where the consumer is purposely engaged and looking to achieve a value outcome. The cumulative effect of these interactions creates the Customer Experience.

By breaking it down, moving from the macro view of Experience to the micro view of Journeys, you can begin to simplify and design the interactions of your customers one at a time. The Journeys are simply the interactions and opportunities you have to deliver value and build positive feelings in your customer.

There are potentially dozens of major points of interaction within a small business. Examples include interactions from:

  • the initial purchase
  • returning customers
  • support or service
  • training or instruction
  • billing or administration

If you use a consistent framework, such as the Duct Tape Marketing Hourglass™, you can define the customer progression toward value and positive feelings. The Hourglass will allow you to map the progress the customer takes from discovering they Know, Like, and Trust your business, into the conversion phase of the Hourglass, Try and Buy.

The Customer Journey doesn’t have to be complicated. Breaking it down into small parts allows you to successfully build systems that deliver value and create positive interaction.

David Smith Valens PointDavid knows first hand the strains of expanding a small business while continually delivering optimal customer and financial results. He comes from a long line of entrepreneurs and understands the ability to gain additional customers and revenue has proven to be the critical element of small business. David helps customers install effective sales and marketing programs via his firm ValensPoint. He earned a degree in Business Administration from Faulkner University (Montgomery, AL). He resides near Anniston, AL.

How to Determine When A Lead Is Sales-Ready

Today’s Guest Post is by Ellen Gomes – Enjoy! 

Relay runners know that the exchanges make or break a race. The same is true for businesses of all sizes. Whether you’re an enterprise industry with huge marketing and sales teams or a small business owner piecing everything together yourself, figuring out when a lead is ready to buy can be tricky business with potentially serious consequences.

Leading scoring is how successful business of all sizes “practice” the exchange. It is a key element to lead nurturing that helps companies determine whether prospects need to be fast-tracked to sales or nurtured further. There are four basic dimensions to lead scoring:

1. Lead Fit
2. Lead Interest
3. Lead Behavior
4. Buying Stage

Each dimension will help you assign a number value to actions and characteristics that create a “score” for each lead. All you have to do then is determine what score makes him qualified for a sales contact.

Lead Fit

Scoring lead fit means collecting some data on your prospect. You can collect data with online forms for gated content or registrations.

  •  Demographics—This consists of information on the lead himself, such as his job title, years of experience, etc.
  •  Firmographics—This is information you want to capture about organizations, like the company size, revenue, and locations served.
  •  Budget, Authority, Need, Time (BANT)—This is more advanced qualification, but can tell you where the lead is in the buying journey by collecting information on her budget, purchasing timeline, etc.

Calculating an initial lead fit score will help you focus on those who might actually become sales.

Lead Interest

Determining lead interest involves monitoring a prospect’s interest in, and interaction with, your content and networks. This score will tell you how interested someone is in your brand, in addition to your information. Monitor behaviors like email opens and click-throughs, social media engagement, and downloads.

Lead Behavior

Monitoring lead behavior starts to move beyond determining if a lead is a good fit, to determining where she is on the buying journey. These scores are developed and honed over time, but if you know your audience and your industry, you can put together a strong initial estimate.

Consider which behaviors and online activities tend to correlate with leads which eventually become customers. Those are “active behaviors,” and should come with high scores. Conversely, “latent behaviors”—like early-stage content and blog posts—earn much lower scores.

Buying Stage

Determining a lead’s buying stage is the final touch to pinpointing where he is on the buying journey. One simple way to structure and score the buying stage is to align it with a traditional sales funnel.

Untitled

  •  Early Stage—A person who is aware of your business but may or may not ever become a qualified lead. She will read blog posts, download infographics, and share funny videos.
  •  Mid Stage—This is when a person becomes a lead. He has engaged with your content over time, and displayed some of the usual buying behavior. He has moved on to content like buying guides and ROI calculators. He may have contacted you for more specific information.
  •  Late Stage—These are qualified leads that would either pass to sales or start receiving content like pricing, demos, and discount offers.

Once you establish criteria for your buying stages, it will be much easier to score leads and get an objective perspective on where they are on the buying journey.

Lead Nurturing Means Lead Scoring

Businesses that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost, and the metric for effective lead nurturing is a strategic lead scoring system. This process can help SMBs from the start, and scale as the business grows into an enterprise.

If you don’t have a system in place for scoring leads, it’s never too soon or too late to start, and no business is too big or too small. Start at the top by identifying some of the simple lead fit data points that characterize your target audience, and then score your current leads against them. Before you know it, you’ll be nurturing more effectively, timing sales calls perfectly, and closing more business.

Author: Ellen Gomes is a Content Marketing Specialist at Marketo and co-author of The Definitive Guide to Lead Nurturing—a newly released eBook that offers unique insights, and practical lessons for nurturing leads like the pros.

How to increase conversion rate on your blog

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Giles Thomas   – Enjoy! 

featured-imageDo you often ask yourself:

How do I get more people to sign up to my blog?

Why is no one joining our email list?

Generating leads from your blog is no easy task.

It can be difficult to keep writing content when your conversion rate is low, 1% or even less.

Through testing and trial and error we came up with a technique that not only makes your visitors happy but also increases your conversions rates.

Convert more visitors to email subscribers using the Content Cliffhanger Technique

I struggled with conversion rate just like you, I had a pretty ok conversion rate of 3% until I discovered a fairly unknown marketing technique.

The Content Cliffhanger Technique

In three easy steps I went from 3% to a site-wide conversion rate of 22.46%!

First I’ll explain the psychology behind the technique then I’ll show you how.

Information Loops

Just like in a tv series or film, when it comes to blog conversions cliffhangers work like a charm!

This is due to something called the ‘Zeigarnik effect’.

It is when a piece of information starts but does not finish, our brains then keeps hold of the information, pushing it into our mind time and time again until the information is complete.

It seems to be human nature to finish what we start and if it’s not finished, we can’t forget it.

Bluma Zeigarnik a Russian scientist learned the phenomenon when her tutor Kurt Lewis noticed something very interesting about waiters and waitresses.

After observing them when waiting tables, they realised the waiters had much better recollection of unpaid orders than paid ones.

To the point that, when the table left the restaurant and closed the cheque the staff member would forget their order all together.

The information loop stayed open in the persons mind until the table was complete, because the narrative of that table was not complete.

Get more emails with Zeigarnik’s Findings

We can leverage this technique in our blogs to help us collect emails.

Start a narrative or information loop in the blog post and ask for an email opt-in from the visitor to complete the loop. The ending to the narrative.

The way you do this is simple:

1. Write about niche topics

For example ‘The 6 Most Effective Endurance Exercises’.

In the post start an information loop, the beginning of your narrative, the set up for your cliffhanger.

In this example they talk about 3 of the 6 best ways their readers can improve their abs.

6-best-workouts

They then offer a bonus content area to email subscribers with videos showing in detail how to do all 6 exercises.

Your bonus content could be a PDF, video or even a swipe file.

2. With the Content Cliffhanger plugin give away free bonus content

Create a download for the post that shows the reader in video form all 6 exercises in detail.

This means the reader can close the information loop by downloading the free content.

I created a free wordpress plugin to enable you to easily offer free downloads.

content-cliffhanger

 

3. Record the difference in your email opt-in rate before.

I cannot promise you exact opt in rates, nothing in conversions is a hard and fast rule. There are no one size fits all fixes. But I can say from my experience I have yet to see this make an improvement to a blogs conversion rate.

The difference with this plugin and most others is that you can customize the form and its contents for every post or page. So you can have free downloads that are always aligned with your pages content.

That is the secret behind the technique, when the users search intent is aligned with the opt-in offer, you see much higher conversion rates. Because the giveaway is aligned with what they originally searched for on google.

Start an idea in your blog post but finish it in the download, like a cliffhanger in a good tv series.

People then want to close the information gap or loop, increasing the likelihood of conversion.

This works much better than generic opt-ins like, ‘Join our newsletter’.

You can have increase your blogs conversion rate too…

…but first you must take action on what you learned in this post.

Let me know your thoughts in the comments below. What techniques are you using to get more conversions? What do you offer your customers when asking them to opt-in?

Talk to you soon below!

giles-thomasDownload the free 65 page Guide to List Building, download the guide here. Giles Thomas writes about Content Marketing and Conversion Rate Optimization at Acquireconvert.com. He is also the founder of  the holistic design agency Whole Design Studios.