The IMPACT Blog
The latest in inbound marketing, sales, design, & conversion rate optimization.
If you could double the percentage of people who take action on your website, how much of a difference would that make to your bottom line? The truth is, the average conversion rate for most eCommerce and lead generating websites sits between 2-3%. Yep. That means about 98% of your visitors are leaving without converting.
Everyone loves free samples. Ice cream. Chocolate. Wine. Cheese. Whatever it is your company is giving away, chances are people will flock to wherever you are to eat it all up (literally AND figuratively.) It’s easy to get someone to want your sample (or in the case of SaaS companies, your freemium plan or free trial) when there’s no risk or loss, but getting someone to commit with a monthly price tag is a whole new ball game.
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People are mysterious creatures. Trying to figure out why we do or don’t do things is like trying to find a needle in a haystack (but that certainly won’t stop us marketers from trying.) When it comes to thinking of reasons not to make a purchase, most people are quick to assume that it must be price or necessity related, but in the SaaS world, there are far more variables and nuances that can come into play.
SaaS. No, that isn’t a typo or a quality possessed by your friend’s younger sister, but a powerful player in the global tech market. The SaaS (or software as a service) business model is one of the most profitable, and popular, in use today. In fact, it is expected to be a $133 Billion industry by 2020, and with good reason. Rather than selling it for a large, one-time fee, SaaS companies sell their product at a lower, recurring rate as long as someone uses it. This model offers more flexibility and upfront affordability to users, while in the long-run, delivering more profit for the company.
So you've got an outstanding offer or service that you really want to get into the hands of your potential buyers. You've even designed a killer call-to-action graphic or button...you're two-thirds of the way there! Now, it's time to persuade people to convert. The final piece of the puzzle, of course, is a powerful landing page designed with lead generation in mind. If they’ve gotten to your landing page, you've successfully already captured their attention, now you have to know how to write remarkable landing page content and convey the value of your offer to actually get them to fill out the form.
My co-worker forwarded me a copy of this email today: Dear Google Site Search Customer, We are writing to inform you that we are winding down sales and renewals of Google Site Search(GSS). Starting April 1st, 2017, new purchases and renewals of GSS will not be available. Yes - that’s Google telling us that it is shutting down the search service that supports over a half a million sites across the web. Damn. What are we going to do?
Over the last year we’ve seen a lot of shifts in social media marketing. Platforms, such as Twitter for example, aren’t generating traffic and leads like they used for marketers and brands, while others like Facebook have made a bit of resurgence through the help of paid advertising. This shift has challenged marketers to explore other avenues and opportunities and many marketers are turning to Snapchat.
As a digital strategist, I'm always looking for unique ways our clients can create an awesome experience for their prospects and customers. Every marketer will agree, finding that irresistible offer that makes people say "Damn, I really need to read this," or "Shit, these people get me," isn't always easy to do. What we create as marketers is really a series of experiences that are tested over and over until you find the gold. If you can manage to create that irresistible offer, you'll begin to "pull" people towards your products and/or services instead of trying to "push" them. Your promotional tactics won't annoy people even if they see it in their newsfeeds or in Facebook Messenger. Wait. Facebook Messenger? The App?
Wait! Before you go..
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