Increase Your Conversion Marketing Results Using Basic ABC’s

In the world of sales, the letters “ABC” have their own meaning — Always Be Closing. That mantra reflects the salesperson’s idealized and conversion marketing-based strategy, one that relentlessly nudges the prospect toward a sale at every point of the interaction. Throughout the stages — from rapport-building to parrying objections to asking “do we have a deal?” — the prospect is managed in such a way that the only logical response is “yes, we do.”

Digital marketers have their own ABC’s — Always Be Converting. The goal of converting site visitors into paying customers is mission critical for just about every business.

To help you master that process of conversion marketing and bump up that all important conversion rate, we’ve captured eight strategies for improved conversion marketing.

Use heat maps

Heat maps are graphical representations of data where color is used to represent values. They offer an easy to understand visual summary of information. If that sounds too technical, just think about a television weather forecast and how it uses red to signify hot and blue for cold.

When used with a Web page, a heat map will tell you which areas are generating the most interaction; red for high interaction, yellow for medium, blue for low. These maps are essential for understanding how you can maintain the interest of prospects.

Refine your call to action

Too many businesses opt for boilerplate copy when it comes to CTAs. If you want to boost your conversion rate, you need to close with strong, persuasive material.

A CTA doesn’t have to be two simple sentences; you can use video, add links or simply dangle a “cliffhanger” style ending that piques the interest of the reader and prompts her to find out more.

Heighten the urgency

Creating a sense of urgency is one of the oldest tactics in the sales and marketing textbooks for good reason — it works. This tactic plays on one of the strongest cognitive biases people have, so it’s as timeless as it is effective. If potential customers feel like something valuable is slipping away, they will be highly motivated to act.

Test, test, test

Are you A/B testing? If not, it’s time to get started. Create two versions of a page with different CTAs, header copy, design etc. Track the number of conversions each page generates. The one with the best numbers is your path to more conversions. Apply A/B testing wherever possible and retest frequently.

Optimize your funnel

Buying is a journey — in most cases, a potential customer cycles through the same series of considerations before “getting to yes.” Interrupting this process by asking for a sale prematurely can reduce conversions, so make sure your funnel is well developed.

Use copy that converts

Great copywriting is an art. It needs to:

  • Reflect your brand voice
  • Position you as trustworthy
  • Be calibrated for your specific audience
  • Seize the reader’s interest immediately
  • Be creative yet also universal

And that’s hardly a comprehensive list. If your copy isn’t meeting those basic criteria, however, you’re losing conversions.

Illustrate the value proposition

Why should your potential customer convert? Boil it down into an elevator pitch. And let the gist of that pitch flow through all of your copy and marketing materials.

Stress the social proof

People don’t innately trust marketing. Yet they do trust other people, which is why word of mouth is so effective.

If you want to convert people sitting on the fence, show them all of your satisfied customers. Use testimonials with photos and reap the benefit of the “halo effect” by partnering with influencers.

The takeaway

Armed with the above strategies to improve your conversion marketing efforts, you’re ready to increase conversion rates and increase ROI.  Yet if you want to truly move the needle, contact our team of experts today.

Why Smart Marketers are Allocating Ad Spend to OTT Media

If a person from the year 2005 were to visit us today, they’d find that most things in our daily lives hadn’t changed dramatically over 13 years.
Until they decided to watch a film or a television show, of course. Then they’d realize the way people consume content has been radically altered in a brief span of time.

In 2005, you didn’t watch a movie on Netflix — you watched a movie from Netflix (and only after waiting two days for it to arrive in the mail). If you wanted to watch your favorite TV show, you had to view it live or record it. Hulu didn’t exist, and the very idea of video-on-demand was in its infancy.

Now, just a bit more than a decade later, a video store is all but extinct. The idea of a snail-mailed subscription DVD service seems quaint and faintly ridiculous. We watch what we want, when we want, on the device we want.

In other words, we watch Over-the-Top (OTT) media — and that’s something with profound implications for marketers.

Cable vs. OTT

Over-the-Top is a term to describe the process by which content is streamed directly to consumers over the Internet by media services. Much like cable technology revolutionized broadcast media by greatly expanding the viewing choices available to consumers, OTT media has transformed modern viewing habits.

Instead of the need for a conventional cable or satellite over the top box, OTT media streams directly to the viewer, bypassing television and telecommunication platforms that have historically acted as distributors of video content. Today’s most popular forms of OTT media include subscription-based services such as Netflix, Hulu and Amazon Video.

In addition to offering content created by TV networks and film studios, these OTT platforms also create significant amounts of original material, making them full-fledged competitors to traditional content creators and distributors.

Why OTT media is critical for today’s marketers and advertisers 

This profound change in viewing habits, content creation, and distribution models hasn’t gone unnoticed by marketers and advertisers. Today, eight-in-ten U.S. homes have an OTT subscription, according to a PwC study, while emerging markets are embracing OTT at an even faster rate. Additionally, Ericsson projects that 75% of all mobile traffic will be dedicated to video streaming by 2023.

OTT media is particularly popular with younger people, who subscribe to OTT services at even higher rates than the general public. As society grows younger and more tech-oriented, marketers are changing their media buying habits and designing campaigns optimized for OTT.

In years past, marketers were hamstrung by single screens and a limited pool of content. Today, content is available on multiple devices and programming options have never been greater.

OTT media platforms have led the way in using data analytics to accurately gauge what their viewers are interested in seeing. This has resulted in a proliferation of new films and series that are focused on niche audiences who have been historically underrepresented on broadcast networks and cable. Because this content is targeted and deeply relevant, viewers tend to be hyper-engaged — music to the ears of marketers and advertisers.

The OTT model also allows for more control of how and where ad content is displayed, and how ROI is tracked — all key considerations for a multi-platform campaign.

How multi-platform campaigns can derive maximum benefits from OTT media

Recently there have been studies undertaken to gauge the effectiveness of multi-platform OTT advertising. The results are compelling: According to a joint study by market research firm Kantar Millward Brown and Hulu, OTT significantly outperformed in terms of ad performance.

In cross-platform testing, OTT and mobile were the most successful in terms of reaching key ad objectives. Overall, among PC, mobile and OTT distribution, OTT ranked highest in aided awareness and brand favorability, while mobile ranked highest in purchase intent.

OTT also plays an important role in preventing potential ad fatigue generated by a multi-platform campaign with high ad frequency. The aforementioned study showed little to no decline in an ad’s effectiveness even after up to nine OTT media exposures.

Ultimately, the case for greater OTT focus in a multi-platform campaign comes down to a few key factors. First, advertisers need to reach people where they are — and OTT media is quickly becoming the default mode of content consumption, as traditional TV providers are losing millions of subscribers each year.

Second, the tools available to create OTT strategies and measure their effectiveness are becoming ever more refined. Today, marketers can identify campaign targets via demographic segments across multiple platforms. The ROI from ad campaigns can be quantified by the use of measurement tools that show how OTT ads perform relative to other platforms.

Taken together, all of this information helps marketers reach an informed understanding about how to optimize their campaigns and allocate their advertising spend.

BIGEYE and OTT

At BIGEYE, we’re proud to be a technology-forward marketing agency. We have the expertise and the tools to help you create the kind of compelling multi-platform campaigns that generate real, measurable results.

We believe that OTT media is going to be an essential part of successful campaigns moving forward — and we encourage you to look for the next in our series of articles about getting the most from OTT strategies.

Contact our media buying experts today to incorporate OTT media into your next campaign!

3 Tools Every Brand Strategy Agency Uses to Increase Conversion

A strong brand strategy agency knows there are a few tried and tested tools that will boost conversions across every industry. At BIGEYE, we pride ourselves on championing multi-channel marketing so our clients can meet their customers’ needs on any device, across any platform, and raise the collective benchmark for digital marketing best practices. These are the three tools we use to help our clients transform their  brand within months – guaranteed.

1. Segmentation is more important than ever

While content is still king, a one-size fits all model will quickly overthrow the throne. Partner with a brand strategy agency like BIGEYE to fully understand your audience and the different segments shopping for your products. Create custom content for each segment and use tokenization, analytics tagging, social sign on, or self-identification to recognize and adapt to your site visitors by serving them content relevant to their needs. This will increase customer loyalty and boost the likelihood for conversion. Segmentation will also help you understand what types of customers are most valuable so you can budget your marketing dollars around their potential.

2.Invest in omni-channel marketing

It is rare for a customer to enter the marketing funnel and complete a conversion in the same visit, or on the same device. Investing in an omni-channel marketing strategy allows you to anticipate the natural jump your visitors will make between devices and across channels throughout their customer journey.

In addition to anticipating your customers’ needs and increasing the likelihood of being able to serve compelling content, retarget, and ultimately convert your site traffic, omni-channel customer engagement also boosts retention, which can increase your lifetime value and returning site traffic. According to Invesp, brands with omni-channel engagement retrain 89% of their customers compared to 33% for companies who do not invest in this strategy.

3.Don’t make assumptions about your competition or your customers

When clients ask us why a brand strategy agency will help them succeed, we often highlight assumptions they may be making about their competitions or their customers. It’s natural for product and brand leaders to make assumptions based on their own experience using their products day by day. Having a fresh pair of eyes set up the a/b testing, seek answers, and translate data into actionable insights is one of the most valuable outputs of working with an agency.

Amp up your conversions by working with a brand strategy agency today. Contact our team of experts to learn more about how we have helped brands like yours grow and scale for success.

4 Commerce Marketing Metrics Every B2C Digital Expert Should Track

As big data and robust analytics information becomes more accessible and affordable thanks to platforms such as Google and Adobe Analytics, commerce marketing experts are becoming spoiled by choice. With so much information, it can be hard to determine which metrics are most important. To help you cut through the clutter, we recommend tracking these four B2C marketing metrics as the foundation of your true north to provide an insightful benchmark no matter what industry you’re in, or how mature your analytics team is.

Conversion rate

The single most important metric any business should focus on is conversion rate. This KPI is calculated by dividing the number of sales by the number of visitors to your site. Regardless of industry, the average conversion rate on most websites is between one and two percent. This means that even small changes to your conversion rate can have a big impact on your bottom line. Work with your analytics team, or partner with a digital marketing agency like BIGEYE to track the fallout throughout your booking funnel so you can reduce friction and boost this critical KPI.

Average order value (AOV)

Understanding how much people spend on average when visiting your site will help you unlock information about your customers’ lifetime value and gross margins. This is an easy metric to calculate by referencing your revenue against the number of orders over a given period of time. Once you know your average order value, you can also determine whether your business would make more revenue with fewer, large sales, or have greater success with many small sales. Armed with this information, you can tailor your marketing experience to your customers’ and business’s needs accordingly.

Website traffic

While knowing how many people hit your site used to be an important KPI for success, total visitors has grown less popular as more nuanced tagging has become available. Instead of focusing on total traffic (although this figure can provide insight into whether you need to boost your search strategy or advertising dollars), we recommend digging one click deeper into your traffic metrics. Understand how long people are spending on your site, how many pages people view per visit, and whether you have more unique or returning visitors. These metrics will help inform your content strategy and highlight areas where your information architecture could use support.

Cart abandonment rate

Unexpected fees, shipping or services costs, buggy credit card processing, and confusing or cumbersome form fields are just a few of the reasons customers abandon a purchase. Track your cart abandonment rate to understand how your commerce systems are performing and preemptively tackle areas that may be pain points to your visitors. Regardless of how high your cart abandonment rate is today, it’s one of the easiest metrics to improve by streamlining the checkout process.  

These four metrics are the anchors for every analytics strategy. So the next time you find yourself pondering, “what is commerce marketing,” or “how can I harness site data for my B2C marketing strategy,” come back to these KPIs. Learn more about how we can help you on this journey by contacting our team for an in-depth analytics consultation with our team.  

5 Conversion marketing tips & tricks to turn prospects into sales

Once a prospective customer reaches the top of your marketing funnel, they may need a gentle nudge to complete their sale. Facilitate this process by reducing friction across your shopping platforms and by creating a seamless marketing experience that is as inviting as it is enticing by using these proven conversion marketing tips and tricks

1. Keep messaging consistent across platforms

One of the quickest ways to lose a prospective sale is through a disjointed marketing experience that is confusing or jarring. Invest time in creating a consistent, multi-channel conversion marketing strategy that accurately reflects your brand wherever your customers find you. If an ad looks and feels a certain way, your website and social media should mirror that tone.

Similarly, if you promote an offer or gated content through one channel, make sure the messaging across your corresponding landing page makes sense and reiterates the promotional style your visitor saw before clicking.

2. Examine your sales cycle

Gather as much data as you can about how long it takes successful customers to move from prospect to sale. Chart cycle variations between products, with promotions and without, and based on seasonality.

Once you have this data, ask yourself whether there are opportunities to shorten this cycle and convert prospects faster or move prospects through the funnel more effectively. As an example, you may extend or target certain promotions before a holiday season or create “free-mium” products that introduce potential customers to your brand, while enticing them to buy with premium, paid upgrades.

3. Don’t underestimate the importance of remarketing campaigns

We firmly believe the saying that when salespeople hear “no” it automatically translates to “not now.”  According to InvesP, the average click-through rate on PPC campaigns is only 0.07%, while click-through rates on retarget ads jump to 0.7 percent.

The trick to making retargeting effective is to get focused on segmented audience lists that have expressed interest in a certain product, offer, or task on your site. If you aren’t sure how to create more granular remarketing lists, click here to learn more about how our team can help.

4. Personalize your shopping experience

In a study by PeopleMetrics, average Net Promoter Scores (NPS) increased from 37 to 51 out of 100 when prospects were exposed to personalization efforts that led them to believe the brand was going above and beyond for their benefit. Leverage social media to engage directly with your prospects by answering questions, giving shout outs, and addressing service gaps.

These efforts combined with carefully retargeted ad campaigns can dramatically differentiate your brand and create an instant human bond that makes people want to complete their sale.

5. Conversion marketing starts with great content

More leads mean more people are viewing your brand. And more people viewing your brand gives you more opportunities to turn a prospect into a sale. Use content marketing to help prospects discover your brand or reinforce what sets you apart from the competition. Always couple your inbound marketing campaigns with robust paid ads that ensure prospects have a connection to your brand no matter what platform they are browsing or where they are in the customer lifecycle.

Reach out and share with us! We would love to hear your experiences turning prospects into sales. Click here to connect to our team and learn more ways to increase your conversions.

A/B split testing: Timeless benefits of conversion optimization

Tried and tested digital marketing methodology, like A/B split testing or growth hacking, ebbs and flows in popularity based on the latest trends in market. While we like to stay on the bleeding edge of digital techniques, we encourage all our clients to stay true to their testing roots.
There are few more simple and effective marketing tactics than A/B split testing. In case it’s been a while since you have reviewed your testing roadmap, here are a few reasons why a robust A/B split testing culture is important for your business, or feel free to learn more about the types of testing support our team can provide.

1. There Are No Bad Ideas:

Consistent, A/B split testing supports a constructive space for your team members to share ideas. Because testing allows you to try ideas safely and quickly, every team member can see their ideas make it to the light of day to be validated through data, or trumped by a preferable guest experience. When team members see their ideas live, they will feel more ownership over their work. Understanding test results will also help them understand their customers’ preferences, and ultimately uplevel your ideation process as the virtuous feedback loop created by testing allows your team to make more choiceful decisions about what your content looks like and where it lives within your digital ecosystem.

2. Ditch the HIPPOs:

HIPPOs – or the friendly acronym for the highest paid person’s opinions – sometimes distract team members from pushing for a less popular, but potentially more impactful, ideas. A/B split testing disrupts this hierarchy and grounds decisions in data, according to behavior studies from the Harvard Business Review. Testing is an easy way for individual contributors to let their voices be heard, break through groupthink, or squash any embarrassment the team might have about telling a senior leader there may be other options. The data speaks for itself.

3. Fail Fast, Learn Quick:

A/B split testing also dramatically reduces risk when introducing revolutionary ideas into market. Because you can control what percentage of your audience sees various test branches, this allows your team to take more meaningful risk instead of taking safe, but less impactful, swings to drive results and incremental value for your customers. You can safely try, then scale semi-crazy ideas, or experiment with new features and pricing lineups knowing only 5% or 10% of your customers will see it until you’re ready.

4. Show Me The Money:

Last, but certainly not least, A/B split testing makes sense (and cents) for your bottom line. According to Optimizely, testing drove an average lift of 20% in revenue within the e-commerce sector, and nearly 70% increases in lead generation within the SaaS world. Testing accelerates business growth by allowing you to get a clearer understanding of your customer and what works faster so you can stay competitive within the market.

If you are just getting started on building a testing culture or want to revamp your current strategy, we’re here to help! Click here to contact our team and learn more about how we can partner on your next A/B split testing initiative.