How to Design a Beautiful (and Persuasive) Product Page That Converts

Your product page is where the magic happens.

There are many factors that go into a successful business.

First, you need to build a stellar product for the right people.

After that, it’s time to get your marketing, messaging, branding, SEO, etc. right.

Unfortunately, that’s not the end of the road.

The next step is building a product page that communicates the value you provide while compelling visitors to take action.

It can be the difference between a business that takes off and one that flounders after a few months.

It’s the difference between a profitable advertising campaign and one that sucks up all your resources with no ROI.

In short, your product page (or pages) is one of the most important linchpins in your business.

It’s not important to get it right – it’s essential.

In this post, we’re going to dive deep into how to create a product page design that moves the needle in your business.

What is a product page – really?

There’s a bit of confusion around what a product page is and isn’t.

It’s commonly confused with a landing page. They’re not the same thing.

A landing page is a focused solitary page developed for a specific marketing or advertising campaign. It is designed for a user to take a single action such as download a resource.

A product page, on the other hand, is a page designed to sell a specific product. It details product information, order instructions, and shows product imagery.

Note: a product page doesn’t always show pricing information. For example, most SaaS websites separate pricing and product information.

Ecommerce websites tend to display pricing information on product pages.

Now that we’re on the same page, let’s dive into the process of building a compelling product page.

The product page copy

This is where the product page is made.

You can have the most useful product with the prettiest pictures but it won’t get the job done if your copy sucks.

How to write copy is beyond the scope of this article.

Instead, we’ll focus on the necessary elements and a few tips to enhance your writing.

Length of product page copy

There’s a long-standing debate about how long copy should be.

Some people say no one reads anymore so make it short.

Others believe you can’t say anything important in a few sentences so make your copy long.

I say it should be as long as necessary to get the job done.

That’s not helpful. There are general situations when you should use long and short copy.

These situations vary and no rule is written in stone but when in doubt, follow the guidelines I’m about to give you.

When to use long copy

Use long copy for your product pages when the product is:

  • Expensive to the point of needing justification later.
  • Is complex and has many features that need to be explained.
  • Is part of a specialized sector not many people come in contact with.
  • Not unique so you need the extra copy to explain your case.
  • They found it but they weren’t looking for it. Your copy is a chance to convince them.

When to use short copy

Use short copy for your product pages when:

  • The product is simple and doesn’t require much explanation. Show them how to buy.
  • It doesn’t cost too much so people won’t need to justify the purchase later.
  • The CTA itself isn’t asking for an upfront purchase. An example would be to start a free trial.

Specificity

A vague product page doesn’t get results. No one wants to buy a product only to go through the process of returning it or seeking a refund.

Instead, they won’t buy it in the first place.

At all times, be as specific as possible.

If you’re selling shoes, don’t say they last for a long time. Instead, mention how you simulated 9,475 hours of walking time and they still looked brand new.

The more specific you are in your copy, the more believable your claims are.

Do you have testimonials from customers that point to specific results or outcomes they received?

Do you have a quality control process that ensures purity? Alcohol companies do this by telling us their drinks were distilled three times and aged over the course of five years to ensure quality and flavor.

novo watches product pages image

Novo watches takes storytelling and specificity to heart. In the above image, it looks like a text heavy page.

That’s not the case.

They have compelling product imagery and a video above the fold.

Down below, they get into the details. It tells the story of the machinery they repurposed to make the watch.

The details and history weave together to form a strong narrative which helps close the deal on their $4,000 (CAD) watches.

Benefit Driven

Features are important yet they don’t matter without context.

Let’s say you’re selling a laptop that has one terabyte of hard disk space. That’s nice but most laptop buyers don’t know what that means in a practical sense.

This is where the benefits of your features come into play.

You can restate it as one terabyte of hard disk space to store your entire movie library, tens of thousands of songs, and pictures of every family event.

Suddenly, it’s easy to see how useful one terabyte of space is.

There’s a simple test you can perform every time you write a feature. At KyLeads, we call it the “And so what test.”

For every feature you have or want to mention, ask yourself “and so what?”

Our sunscreen has SPF 30. And so what?

Which means your skin is protected from 97% of all UVB radiation so you can enjoy your time in the sun without worrying about harmful effects.

We discuss the benefits of our features on our quiz product page. Instead of just saying you can do xyz, we also point out why that matters and the advantages it gives.

product page quizzes images

Use Cases

Have you ever understood what a product did and thought it would be valuable but couldn’t decide how you’d use it?

With a fashion-oriented purchase, you may like the piece but can’t figure out what you’d wear it with. That alone may make you skip it.

What about when you want to get something more important like software for your business?

You can understand the value of the software but don’t know how to use it in your business.

This happened to us recently.

We use a tool called Databox to combine and visualize some of our data.

When we were evaluating it, we knew it would be valuable but couldn’t figure out how to apply it to our particular situation.

Databox knows their prospects have this problem so they include a line on their homepage that addresses it.

The link in the above image takes you to a page with multiple templates. Each one is a use case.

That’s just the tip of the iceberg. Almost any product can benefit from displaying new and interesting use cases to potential customers.

  • Computers can be used for gaming, social media, or entertainment.
  • A table can be used in the living room, office, or on the patio.
  • Shoes can be for work, a night on the town, or weekend hangouts.

You know the ways your product can be used better than anyone. Educate your potential buyers to give your product page design an edge.

Visible refunds, shipping, and terms pages.

No one likes to be surprised during or after a purchase.

How would you feel if you were excited about a book, a pair of shoes, or anything else you were about to buy only to realize the shipping charges were exorbitant?

If you’re like 44% of people that abandoned carts, shipping may have played a part. It’s better to pre-qualify visitors who won’t pay shipping than have them skew your metrics.

Amazon is crystal clear with their shipping information. For the product in the above image, they mention how much shipping costs four separate times.

Be crystal clear about how long shipping takes and how much they will pay. You don’t want people hitting up your support line for products that haven’t arrived yet.

Apart from shipping, make sure it’s easy to find refunds, returns, and terms of service pages. An online purchase comes with a lot of uncertainty.

It may not fit, the software may not work right, the widget may be a different shade of blue, etc. Clear refund and return information alleviates some of that fear and increases the likelihood of someone giving you a try.

shipping sunday somewhere

Sunday Somewhere includes shipping and return information right on the product page.

Now, people can make an informed decision about whether or not they’ll pay shipping fees.

Videos

Before we jump into videos, I want to make it clear that they’re optional.

Not everyone has the budget or the skills to make high-quality videos.

A subpar video will do more harm than good so if you can’t get it right then skip this step altogether.

Now that the disclaimer is out of the way, video can work wonders on your product page.

They have been shown to increase conversions by up to 86%.

It’s easier said than done.

I’m sure you’ve seen poorly executed videos that do more harm than good.

There are three key elements:

  • Cohesive narrative. A good story/narrative draws us in and keeps us engaged. While you’re busy enjoying the story, lessons and information are passed into your mind. There’s no defense because we’re hardwired to love a good story.
  • Leave out all the buzzwords, jargon, and symbolism. You’re not trying to win an award, you’re trying to get people to buy. Let them know what it does, why it matters, and the outcome they can expect as a result.
  • Quick delivery. Again, you’re not trying to win an award. You’re trying to get a message across. Deliver it as quickly so your visitor doesn’t get tired.

In Qubit’s product video, they focused on one thing – speed. They wanted to illustrate how fast it was to get set up with their platform.

It was cohesive. They focused on one aspect of their product.

It was clear. They used no words and let the video do the talking.

It was concise. At 1:44, it was a good length for on the go consumption.

Technical specifications

An online purchase is unique in many ways. Your customer is trying to understand what they’ll get from a few pictures and words.

There’s no way for them feel, smell, weigh, or otherwise interact with the product.

Images and videos help but they still leave a lot to be desired.

Many product page designs don’t make room for the technical details/specifications. It seems like unnecessary information people don’t need.

It’s true, a lot of people don’t care.

It’s also true that a lot of people do.

A small percentage of them will write in and ask for the information they need.

Most of them will bounce and leave you with a lost sale.

For the people that want the technical specifications, you can add them under a tab or in a section after the main product information.

One of Press London’s products is what they call homegrown supplements for hair, skin, and nails. They offer a quick description next to the product image and an option to read more.

They’re aware their customers need more than a three line description before they buy ingestibles. In response to that, they add a detailed section that gives a more thorough description as well as an ingredients list.

Imagery

Images are a tried and tested way to illustrate your product. It doesn’t matter if you’re selling software, clothes, or drones.

In fact, you can’t sell without images.

People want to see what they’re buying before they enter their credit card details.

  • Larger images

Shopping is a tactile experience. People see and feel the products they buy. Online, that sensation is missing. The best way to bridge that gap is to use clear high-resolution images.

Mall.cz saw a 9.46% increase in sales when using clear large images for their products.

For a digital product, screenshots of the dashboard or lessons inside the product also work.

  • Multiple angles

This follows on the heels of high-quality images. People need to be able to see the product from different directions.

When I’m buying shoes online, I want to see the sole, the front, the back, and everything in between. I also want to be able to see the stitching.

According to ThinkWithGoogle, user-controlled zoom is an important factor with mobile shoppers.

In the image above, ASOS provides multiple angles of the product so browsers can get a clear picture of what they’re buying. In addition to that, they have a video.

  • Different designs

Standard product photos are on a white background. While this isn’t bad, it won’t allow you to stand out from the white noise of the internet.

In addition to the standard white background, show your products in use in different situations and with different people.

For example, if you’re selling shoes, show them in a formal, casual, and office setting (whichever ones apply).

Finally, gather and curate UGC (user generated content) for your product page as well as for your wider marketing collateral.

ASOS curates UGC and uses it throughout their marketing collateral.

Clear CTA’s

Calls to action (CTA’s) are the buttons, text, and little nudges you place throughout your website to inspire a visitor to take your desired action.

There are no hard and fast rules for CTA’s. The only thing you must do is test them.

With that being said, there are best practices to give you a head start.

CTA Copy

There are many schools of thought when it comes to CTA copy – especially on the product page. I think they’re over analyzing it.

There are two things to keep in mind above all else:

  • Keep it short. Your actual call to action should only be a few words long.
  • Action commands. Phrases like Shop now, Proceed to checkout, and add to cart aren’t used by accident. They’re embedded commands that inspire action.

CTA color

Again, there are no hard and fast rules about the color of your buttons. Some people say use a red button to increase conversions.

While that may be true in certain cases, it may not always be feasible. This is especially true if your branding doesn’t play nice with red.

Andreas Carter Sports increased their conversions by 50% by changing their CTA button from green to blue.

Your situation may be different. The most important thing to keep in mind is that your buttons need to stand out from the rest of the page.

CTA placement

This is a given but make sure your button is where it can be easily found.

If your visitors need to search for it then you’ve already lost.

Place it in a prominent position above the fold close to the major value proposition or title.

Conversely, you can place it next to the price of the product.

There’s no rule that says you can’t have more than one CTA on your page. On our forms product page, we place multiple CTA’s throughout the content.

Customer Reviews and Testimonials

The last element I’ll mention that’s super important for your product page design are honest reviews and testimonials.

90% of buyers say their decisions are influenced by online reviews.

Some brands throw their customer reviews on a wall of love or something similar.

Why do that when they can work so much harder for you on the product page itself?

Express watches added customer reviews to their product pages and increased sales conversions by 58.29%

In a survey of 1,000 consumers, it was found that reviews were the number one factor that drove shoppers to buy a more expensive product.

Few customers leave reviews because:

  1. They’re busy
  2. It can be difficult

Take the pain out of leaving reviews by adding the option to leave one right on the product page.

WordPress.org clearly displays reviews for plugins.

It seems people aren’t happy with Gutenberg.

There are a number of ways to take advantage of the reviews you get.

  • Video reviews on the product page for people to play while making the final decision.
  • A weighted review score that takes into account all the reviews you’ve received for that product over time. The individual reviews that make up this average are also displayed.
  • A text review (without the score) that shows the persons headshot and a specific reason why they liked your product.
  • Images of the customers using your product or service. This is also useful for other marketing collateral.

This Amazon page for Gates of Fire by Stephen Pressfield (recommended read) combines many of these features together.

A note on negative reviews: If all of your reviews are five stars then something is wrong. You can’t be perfect for everyone. A bad review here and there is expected and can help you shape the kind of product people love.

Second note: You may not have reviews and testimonials in the beginning and that’s perfectly OK. We all start from zero.

Examples of Product Pages that work

We’ve gone through the process of understanding what makes a great product page stand out. Now, let’s look at a few examples of high converting product pages.

underarmor example product page

Note that some of the things mentioned below are on the page but not in this particular screenshot.

What I like:

  • They show multiple angles of the product with and without a model
  • They have a prominent star rating for the product
  • Size chart clearly visible to reduce returns due to poor sizing
  • Contrasting call to action button with action oriented wording
  • An extra sizing chart that would give you a better idea of the fit
  • A recommended products section

What I don’t like:

  • The product description is just a bunch of bullet points that list out features and few benefits
  • No lifestyle shots of the clothes in action
  • Shipping information isn’t readily available

Pure Cycles sells premium bikes for adults. At least, that’s the message I got from their messaging and the imagery they use.

What I like:

  • The details section is well written
  • They have product as well as lifestyle images
  • Further down the page there are videos of the product in action
  • Reviews score is prominently displayed
  • Return policy and warranty is clear
  • Action oriented call to action button

What I don’t like:

  • The reviews aren’t on the same page
  • Size information isn’t clear until you scroll further down the page and open a different tab
  • Call to action button blends in with the color palette of the website – it’s muted.

Figleaves product page example

Figleaves is a women’s Ecommerce brand that sells lingerie, nightwear, and Uggs (no comment on that one).

What I like:

  • Prominent reviews section
  • Very clear shipping and returns info. If you click the link, it opens a popup.
  • Multiple product images with and without the model
  • Zoom on hover to get a closer look at the product
  • Action-oriented call to action
  • Recommended products further down the page

What I don’t like:

  • No sizing information
  • Call to action button is a different color but it’s muted
  • Generic product description
  • No lifestyle images

 

We all know Dove for their beauty products and more recently for their real beauty campaign. They also do well with their product page.

What I like:

  • They have prominent review info
  • Nice CTA color
  • Strong CTA text
  • Interesting question and answer section
  • More detailed information nestled in dropdowns
  • Product zoom function

What I don’t like:

  • The product image takes up most of the fold
  • No return information
  • No shipping information
  • No pricing information

Conclusion

Your product page is an asset that determines whether or not your business will be successful. I hate to put so much emphasis on a single page but it’s the truth.

IF there’s missing information or it’s poorly presented then all your marketing can go to waste.

In this post, we’ve taken a deep dive and you’re well equipped to create amazing product pages.

Start with the copy and make sure it’s specific and benefit driven. Show important information upfront to instill trust and reduce the fear associated with buying things online.

When you have compelling copy, the right imagery, and clear calls to action your product pages do what they were made to do – sell.

Let us know how you’re designing your product pages in the comments and don’t forget to share.

Market Segmentation: How to Use it to Crush Your Revenue Goals

It’s no secret that market segmentation can increase the engagement rates of emails, blog posts, and sales pages.

In addition to increasing engagement rates, your messages hit closer to home and are in line with what your people want.

According to eMarketer, after implementing segmentation nearly 40% of marketers experienced higher email open rates while 24% experienced increased revenue.

That’s a win.

The smaller your customer segments, the better you’re able to target your message to the person receiving it.

Though there’s no denying the effectiveness of customer segmentation, many people fail to implement it because of perceived complexity.

You have the potential to create dozens of segments and hundreds of messages. That’s by no means necessary.

Market segmentation is the process of dividing a market of potential customers into groups or segments based on different characteristics important to you. The people grouped into segments share characteristics and respond similarly to messages you send.

In this post, we’ll focus on the benefits of customer segmentation, how to segment new leads, and simple strategies to increase revenue from segmented users.

Why market segmentation is so important

Before we jump into why it matters, let’s look at why ignoring it is doing more harm than good.

Think about how you interact with other brands. If you’re like me, you visit the website, consume great content, and maybe subscribe for their mailing list.

Over the next few days or weeks, they send you through an email marketing campaign to introduce you to their brand and get you to buy something.

You ignore half of those messages and only pay attention to the ones that matter to you. Sometimes you buy and sometimes you don’t. A good percentage of the time, you buy because you need their product in spite of their poor attempts of selling you.

This is unsegmented marketing at its finest. You see messages that don’t matter for products you don’t care about. If it goes on long enough you’ll eventually unsubscribe and move on with your life.

At KyLeads, we can’t afford to throw our marketing dollars away without seeing some sort of return. I’m sure you feel the same way.

Chanti Zak says:

Your prospect isn’t some basic B – she’s your mother. Okay, totally stole that quote from Ogilvy but it’s oh so true.

Nobody likes feeling like they’re just another number, but when you get to a certain level in your business, how do you help your ideal client or customer feel like you’re talking directly to them? Segmentation. Because segmentation breeds specificity and specificity sells.

Segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns. Click-throughs are 100.95% higher than non-segmented campaigns. The stats are speaking, are you listening?

The clients I work with that use segmentation see higher open rates, lower unsubscribes, and higher conversions. They can get a bird’s eye view on exactly WHO comprises the majority of their customer base, and pivot their marketing to focus more on the most profitable segments of their audience.

The best part is when they use quizzes as a segmentation tool, leads don’t FEEL like they’re being segmented (nobody likes feeling segmented BTW).

Enter customer segmentation and why it’s no longer optional.

Benefits of customer segmentation

There are many benefits. I’ll touch on three.

More efficient – We live in an age where you can track almost everything. If you’re not measuring it then you can’t grow it. With marketing segmentation, you can track the effectiveness of each message for different segments of your audience.

Over time, you’ll discover the best ways to spend your money and achieve a positive return on investment.

More effective – which of the following messages would you respond better to?

  1. The ultimate guide to building muscle for men over forty
  2. The ultimate guide to building muscle

You may click on the second one out of general curiosity. If you’re a man over forty years old then the first one is almost guaranteed to pique your interest.

Once they click the first title and land on the page, they’ll be more receptive to everything there because it was made with them in mind. It would be a natural progression for them to buy what’s being sold or subscribe for a mailing list with more insights.

Better resource utilization

Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.

– John Wanamaker

I couldn’t have said it better myself. Ever since the first flyer was printed, it’s been a challenge to measure what’s working and what’s not.

Customer segmentation addresses this issue by sending your messages to people who’re receptive to it. With the example about building muscle, you know the people consuming the content are over forty.

With that information, you can also make other assumptions in line with that demographic group (more on demographics in a moment).

The end result is using your limited resources in a way that’ll bring a higher ROI.

Types of market segmentation

There are four broad types of customer segmentation. These can be further subdivided into as categories as you like but always use the following classifications as a guide.

Demographic Segmentation

Demographic segmentation is the simplest and by extension the most widely used type of customer segmentation. Companies use it to create broad groupings of the population based on things such as age, sex, location, religion, family size, etc.

These are usually black and white groupings that give you a profile of whether or not someone has the ability to buy what you’re selling. For example, if you have a product for people 21 and older (like alcohol) then people under that age group are irrelevant for you.

Similarly, products targeted at men usually won’t be useful for women unless you’re marketing it as the perfect gift.

An example of how companies use demographic information would be the travel industry. The way and the people who a first-class ticket is marketed to are different from a coach ticket.

They emphasize the comfort and luxury of first class tickets.

For economy class, they focus on the number of TV channels they have.

Behavioral Segmentation

Behavioral segmentation taps into the way people make decisions over time or in response to stimuli. For example, the way a company markets during the holiday season and the deals available are different from the rest of the year.

They’re aware people are in a more receptive mood and may be willing to make larger purchases. Younger people and athletes prefer brands like Jordan and Air Max while the older generations prefer brands like New Balance.

At first glance, it may seem like a demographic difference. While that plays a part, it’s more about the way the customer behaves and perceives the brands.

Geographic Segmentation

As the name implies, this type of market segmentation groups people based on their physical location. You may want to go this route because the needs of your customers differ from region to region.

For example, someone in a rural area wouldn’t need a subway but someone in a city would.

Geographic segmentation can also be used to offer specific deals to your potential customers. Lastly, you can use this type of segmentation to adapt the language and tone of your messages.

In Georgia, every soda is called coke until you ask a few clarifying questions. In Chicago, soda is referred to as pop.

Psychographic

This type of segmentation is based on the lifestyle, interest, and activities of individuals that make up a customer segment.

Demographic segmentation tells you someone is an older male while psychographic segmentation tells you they go hiking on the weekends.

This is the type of segmentation that tells you what people do and why they buy. Psychographic segmentation is similar to behavioral segmentation but there’s a difference.

Behavioral segmentation tells us that this demographic group buys bamboo underwear. Psychographic segmentation tells us this demographic group buys bamboo underwear because it has a smaller carbon footprint and they’re environmentally conscious.

Lenovo partnered with Neustar, implemented market segmentation, and created personalized banners on their homepage that increased click-through rates by 30% and conversions by 40%.

Implement customer segmentation based on the following criteria

Email marketing segmentation and general market segmentation can be tricky because there are so many data points you can use.

It’s easy to get stuck in analysis mode when trying to decide what to focus on. Should you separate your audience into male and female or should you focus on where they live and their age?

The specific answer is that it depends on your business. If you’re selling athletic clothes, it makes sense to divide your audience into male and female.

When you’re selling online courses, those groupings don’t matter much. Though the specific segmentation path you follow will depend on your business, there are broad strokes you can take depending on whether you serve other businesses or consumers.

B2C

With the exception of professional consumers or prosumers, consumers are more sensitive to price and are more likely to make an impulse decision. Segmentation of these types of customers reflects their buying habits.

Gender

This is the most common and accessible segmentation method. There are certain categories that appeal to men more than women and vice versa.

For example, Ecommerce fashion websites are divided into men’s sections and women’s sections. Not only does this make sense from a practical perspective, it makes sense from a marketing perspective. It allows you to show visitors  relevant products.

Michael Kors divides the website into men and women.

The women’s section contains handbags and specific language that would appeal to women.

They do the same thing for men.

This is a simple example and many people reading this may think it’s a no-brainer. A lot of thought went into the phrasing of the menu labels. As a man, I have no idea what a continental or a slim & trifold is.

Moving on.

Geographic region

Geographic segmentation has the potential to deliver relevant messages. Consumers respond well to deals targeted at their specific location.

You can do this by sending messages with deals just for their city or even add a geotrigger to your website that mentions their region in your copy.

Interest

Retargeting your audience based on what they like is an effective strategy – especially when you have multiple products.

Someone with a general interest website that convers cooking, traveling, and parenting would have an issue delivering targeted messages. When they segment their audience into specific groups (more on how to do this later) they’re able to send messages that appeal to specific interests.

That could be an Ebook on parenting, courses on how to travel the world, a book with great recipes, or even a service that helps them book the best flights. The point is, you’re only sending messages they’ve expressed an interest in receiving.

You can also capitalize on interest segmentation if you have a single product. Anyone that visits your website is obviously interested in what you’re offering. Freshdesk took this route when I strolled through their website.

Age

Age alone may not be the best way to implement marketing segmentation. Coupled with one or more of the other segmentation methods, it’s a great way to further narrow down your potential customers.

Of course, if you have age sensitive offers like alcohol then it’s a must.

Coupled with their interests, segmentation based on age becomes powerful.

Purchase history

What have they purchased in the past and how long ago did they purchase it? This data will let you know what they’re interested in. Anyone can tell you what they like but the real truth is when they pay for it with cold hard cash.

Nissan launched a successful email marketing campaign that took into consideration when people purchased and what they purchased. They highlighted new products and important milestones like when their customers were due for an oil change.

B2B

B2B buyers are a different species. They’re not as price sensitive. When your product saves the business money, time, or earns money then it’s worth it. Price is secondary.

What they’ll be evaluating is how much it’ll affect their current workflow and how hard it is to implement.

They, naturally, should be segmented differently.

Company value

Company value is the value a company has for you and the value of the company itself.

At KyLeads, companies are limited in how valuable they are to us based on our pricing plans. We operate a self-service model where potential customers come to the website, read the pages they’re interested in, and choose a plan. There is little to no contact needed from a human.

Customers range in value to us from a few hundred dollars a year to mid four figures. We look at the companies value itself to determine how much they’d be willing to pay.

A company that’s doing a thousand dollars a month in revenue is much less likely to pay a few hundred dollars a month for our solution. A million dollar a month company wouldn’t bat an eye at the cost of our software as long as it solves a problem for them.

Ability to make decisions

This is an important consideration because it’ll inform how you talk to the people getting your messages. Let’s say you’re selling something targeted at programmers in an organization.

It benefits the organization itself but the developers are the ones who use it. In order for it to get adopted, their managers – who’re not engaged in day to day programming work – would need to approve it.

It makes sense to tailor your messages to each group. For the programmers, you’d talk about how this helps them do their jobs better. For the managers, you’d talk about how your solution improves productivity, reduces time wasted, etc. etc.

Niche focus

The last thing you should be aware of is the niche focus of your customers. This is important whether you have one product or dozens. When you know their focus, you can tailor your messages to highlight how your product can be used.

ActiveCampaign creates multiple pages for their different customer segments. Each page highlights the features that would appeal to that group the most.

It allows potential customers to see the value ActiveCampaign brings to the table without getting lost in irrelevant features.

How to segment your leads

We’ve spent a lot of time discussing what market segmentation is, the benefits, and a few criteria to segment different customers. Now, we’ll look at ways to implement segmentation in your business.

Using surveys to discover the best segmentation opportunities

Every market has multiple customer profiles. They can range from dozens to over a hundred. That’s way too many segments to use in a meaningful way.

Would you know the market segments that would capture the majority of your customers?

 

Don’t guess. Let your market tell you what’s important to them. For this, we’ll use surveys.

There’s a question we like to refer to as the “single most important segmenting question.” This will give you almost all the insight you need to make meaningful customer segments.

  1. What’s the biggest challenge you have in relation to X?

With a fitness example, the question would be “what’s your biggest challenge with fitness and weight loss?”

This open-ended question shows you the different groups you can segment your audience into. It also gives you a look at the exact language they use to describe their problems.

There’s is a quality aspect to the answers you’ll get. The longer the answer, the more weight you can give it. Someone may describe their situation with ten words and another describes it with a hundred words. The second person feels the pain more and should have more motivation to take action towards solving it.

Optimize for them.

This should be the first or, at worst, second question. If it’s not the first question then the first question should be something that can be answered easily.

For the remaining survey questions, ask things that you find important to your business. That could be income, preferences, age, political party, or whatever.

Send your survey out to your mailing list, advertise it to visitors on your website or set up an advertising campaign to get responses. Aim for at least a hundred participants. This will make up for any outliers you encounter.

Note: surveys sent to an external audience have completion rates of 10-15%.

Analyzing your segmentation survey results

The most important questions you’ll ask are open ended which means you can’t use software to pull meaningful insights.

Open a word document to copy the answers from your survey. Also open an excel file.

Read through the answers and categorize them into different groups. At first pass, you’ll likely end up with dozens of groups.

You’ll notice is that many of the answers are similar.

If the question was “what’s your biggest challenge when it comes to digital marketing”, answers could be:

  • SEO
  • Content marketing
  • Blogging
  • Link building
  • Facebook ads
  • Google display ads
  • Pinterest ads
  • Twitter marketing
  • Facebook marketing
  • Instagram marketing
  • Instagram ads
  • etc.

From those groups, we can see a lot of them can be consolidated. SEO and link building go hand in hand. Content marketing and blogging are siblings. Google display ads, Pinterest ads, and Facebook ads are all friends that can be grouped together.

Go through the answers until you’ve consolidated your choices into three to five market segments. Any more and it’ll be difficult to take meaningful action.

When finished, you’ll have the major groups in your audience and a deeper understanding of how they describe their problems.

Check out a survey we’ve used in the past to get a better idea of the kinds of questions you can ask.

Now that you have the segments you’ll use, it’s time to segment your audience as they become leads, for that we’ll be using quizzes or opt-in surveys.

Quizzes

We couldn’t talk about segmentation without mentioning quizzes. Interactive quizzes are so effective with segmentation because they give you valuable insights while increasing engagement.

3.5x more marketers reported interactive content converts very well when compared to static content.

It’s no wonder the average conversion rates are over 30%.

You can ask almost any question with quizzes but it’s important to balance questions that help you segment your users with those they find interesting.

Wealthfront uses a quiz to help them better understand potential customers. They ask questions to gauge risk tolerance, investable assets, and investment goals.

When you’ve answered all the questions, they show you a recommended investment plan and estimated risk profile.

I seem to have a high tolerance for risk.

Right below that, there’s a call to action to open your account.

I’ll quickly go through how to make a quiz but be sure to refer to this post on creating quizzes for an in-depth walkthrough.

There are important things to keep in mind when creating your quizzes:

  • Maintain between seven and ten questions for your quiz. Much more than that and fatigue sets in and your completion rates will start to decline.
  • Begin your quiz with an easy question they can answer without much effort. Also, end your quiz with an easy and exciting question.
  • After the initial question, ask your main questions (what’s your biggest challenge related to x? or which of the following best describes you?) second. The answer choices are the groups you identified through your segmentation survey.
  • Use a variation of “What X are you?” “What is your X” or “what kind of X are you?” for your title. The best performing quizzes use this title.

After they’ve taken your quiz and are ready to get their results, put up a lead capture form. Use a headline for this part that lets them know what you’re going to send them personalized content based on their quiz outcome.

Inside of KyLeads, you have the ability to map each quiz outcome to a different mailing list or tag in your email marketing service.

That way, when they complete a quiz, they’re automatically segmented.

From there, all you need to do is send them targeted emails in line with their quiz results.

Note: If you have a front-end offer, the quiz results page is the perfect place to pitch it.

Website behavioral activity

After you’ve added people to your mailing list, they may or not buy. To increase the likelihood of arriving at your ultimate goal – a satisfied customer – you can layer on another type of segmentation.

Website behavioral activity is a way to segment users based on the pages they visit and content they interact with. For example, if they visit a specific product page multiple times then you can assume they’re interested in it.

Set up automation rules that fire an email when someone has performed a specific action. For example, you can set up an automation rule that triggers when someone has visited a specific page 3 times. Or you can set up automation rules that trigger when someone has downloaded a certain resource.

Of course, it depends on what your goals are.

Finish Line used behavioral targeting in their email marketing to increase email revenue by fifty percent and gross returns on Facebook ad campaigns by 30%.

How to increase your revenue with segmented leads

All marketing segmentation in the world is useless if you’re unable to provide a positive return on investment.

Let’s look at two specific ways to increase your bottom line with market segmentation.

Specific offers for specific segments

Each of your market segments wants something different from your brand. If you have a sports apparel brand there are men and women of varying age groups. All have different goals.

There may be technical runners, people who wear brand names for fashion, or nonchalant buyers who want the best gear for fitness.

Each group would react to the same message in a different way.

Few companies use the data I’ve them given to make targeted campaigns as well as ASOS. There are two things I buy a lot from there, outerwear and shoes. It seems like every time I get an email from them, they’re letting me know about a sale for one or the other.

Here’s an email they sent me recently.

They segmented based on two variables – location and preferences. In the email, they focused on my love of shoes. 50% was too much for me to pass up.

ASOS has a large selection of shoes so it can be difficult to find what you’re looking for. This email narrowed down my selection and gave me a deal at the same time.

At the bottom, they also highlighted some of the featured brands so I could shop only those shoes. This email was super relevant and I ended up buying.

ASOS has my purchase history to work with but you can get similar results by using your customer segmentation quiz.

An Ebook marketplace could segment on the genre of books you’ve purchased in the past (Amazon actually does this).

Poo Pourri goes in a slightly different direction. They send out recommended products to their email list and gauge who clicks on what.

When you click on a product such as Vanilla Mint, you’d be segmented into a list of people who like it. If you don’t buy, the next email in the series also features that product.

This continues until you’ve purchased the product or shown you don’t want it. Either way, they have more data to send out targeted campaigns in the future.

Doggy Loot segments their users with a few basic questions at the point of sign up. Their homepage has been developed to capture leads with a popup and a subscribe menu option.

First step.

Then segmentation questions.

Once they have that information, the team at Doggy Loot sends out specific offers for different customer segments.

If you have a large dog they send you something different from the people who have small dogs.

Their open rates increased by 10.2%, clickthrough rates were 410% higher than average, and contributes up to 13% of daily total revenue.

doggy loot market segmentation

The results were so promising that they rolled out the new homepage to their entire audience and looked for more ways to segment their market.

They did this by adding a MyDogs page where subscribers could add their dogs name, breed, size, gender, and birthday. They then used this information to send even more targeted messages to their subscribers.

Their results from this email marketing campaign were even better. They had open rates of 28.1%, clickthrough rates up to 750% above average, and it contributes up to 16% of daily revenue.

Dynamic content to position general offers differently

When you get down to the nitty-gritty of segmentation, you’ll see there are too many variables (and people) to craft individual emails. To make up for that, there’s dynamic content replacement.

This is the process of sending one email but showing different content base on preferences of the receiver.

For example, you may make one email that changes slightly when it’s a male receiving it or a female. There would also be a third version when you don’t have the specific information you need.

Air New Zealand built a dynamic email campaign called “Personality Allowed.” When passengers booked flights, they would get personalized pre-flight and post-flight emails.

In the pre-flight email, they’d share information such as the weather forecast, flight crew members, and images of their destination.

In the post-flight email, they’d add a link to the MyVoice platform where Air New Zealand allows customers to update their preferences.

The results of the pre-flight email were an average open rate of 69% and a unique click-through rate of 40%. For the post-flight emails, they had an open rate of 60% and click-through rate of 40%.

Eventful dove headfirst into customer segmentation by tracking the artists their customers viewed on the website and creating personalized emails.

An algorithm would collate that information and generate a list of artists the customer would be interested in. The information was dynamically inserted into weekly emails which increased their reactivation rates by 400%.

events market segmentation

The end results were:

  • 26% open rate increase.
  • 97% clickthrough increase.
  • 56% increase in click-to-open rate.

Conclusion

Market segmentation is one of the most powerful ways to increase your engagement and revenue. Many people believe it’s difficult to get the right data and implement it in their business.

That’s not exactly true. The key is to start from somewhere and work your way up.

Send out surveys to better understand your market

Analyze the results to find the best segments for your business.

Use an opt-in survey or quiz to segment your users and capture contact information

Determine the type of segmentation you’d like to implement (geographic, psychographic, demographic, or a combination)

Set up a few campaigns and tweak until you have a winner.

That all there is too it. You won’t be a market segmentation boss on the first go around but incremental progress will make all the difference.

Let me know how you’re using segmentation in the comments and don’t forget to share.

Tripwire Offers: A Hack to Get Countless Customers for Free + Examples

Before we talk about tripwire offers, there’s something we should all understand.

Nothing in business is free.

It costs money to get new customers (whether through ads, interactive content, blogging, or social media) and that eats into your profits.

It’s easier and cheaper to sell to an existing customer.

They’ve bought from you so know the quality you deliver, are part of your database, and are more willing to spend on complimentary products.

The hard part is getting those customers in the first place.

You could use ads or other methods to build a list and sell your main product after some time.

Or, you could offset the cost of ads by creating instant customers.

In essence, you’ve turned your customer acquisition costs to zero while leaving room to earn massive profits with your main product.

A tripwire offer makes this possible.

Think of the tripwire offer as a way to increase the amount you can spend to advertise and acquire new leads without throwing the economics of your business off.

In this post, we’ll dive deep into what a tripwire offer is, the major components, and ideas with tons of examples for making them.

What is a tripwire offer?

I want to start this off by saying I don’t like the term tripwire offer. At KyLeads, we refer to them internally as front end offers.

When you call something a tripwire offer, it seems like you’re tripping your customers up and tricking them into buying what you’re selling.

That’s not cool.

Your aim should be to add value and build a lasting relationship that encourages your users to trust you.

Tripping them up isn’t a great way to start that process.

Moving on.

A tripwire offer is a relatively low-cost high-quality product specifically designed to build your customer list. They’re priced at $5 – $50 with the majority being less than $20.

The price point you choose is dependent on your brand. If your average product is one thousand dollars then a front end offer can be as high as $200.

A common example of a tripwire offer is free plus shipping. Brands give away a product for free and just ask you to pay shipping.

The products are sometimes so cheap they’re gaining a small profit which offsets their advertising costs. They’re building a customer list for free.

Free plus shipping isn’t the only type of tripwire offer you can make. We’ll get into more ideas later in this post.

Benefits of a front end offer

There are many benefits of using tripwire offers to build your mailing list. Some of them are obvious and some are a bit nuanced. All of them will help you move closer to your goals

Offset marketing and advertising costs

When you have a longer sales cycle, the costs of selling, advertising, and marketing can add up quickly. A well thought out tripwire offer will not only offset those costs but yield a decent profit.

It costs money to generate traffic on the internet. Some people may argue that blogging and social media are free. They are – kind of.

While you may not pay for them directly, they still cost time.

Is your time worthless?

Not at all.

At the very least, your time is worth $20/hour.

I know I spend more than an hour researching, writing, and promoting every blog post for Optimizing For Humans. That’s not including the time I spend on other social media platforms creating native content.

That content needs to get clicked on and perform or we’re losing money. A tripwire offer makes sure we offset those costs from the beginning.

Build an email list

This is the most obvious benefit of a tripwire offer. You build an engaged mailing list that you can sell to over and over again.

If you’ve been working on the internet for any amount of time, you’ll be familiar with the saying “the money is in the list.” I agree.

You own your mailing list and no algorithm change, policy change, or legislation will deprive you of that. Once you have the list, it’s up to you to keep them engaged which is another topic in itself.

Create loyal customers

This is the most important part of tripwire offers. It’s nice to have interested subscribers but it’s even better to have loyal customers.

A common mistake people make when promoting tripwire offers is they throw together anything and put it on display. People, because of the price point, will buy it.

The quality is poor so they form a bad impression of you. All your upsells, downsells, and cross-sells will fall on deaf ears.

In this case study, they had conversion rates of 10% for the tripwire offer and an upsell rate of 26% for the main product.

When done right, people are ecstatic you gave away so much value. Work hard to be part of the group that creates happy customers from the tripwire offer.

Micro commitments

When faced with a big decision, the fight or flight mechanism kicks in. When confronted with an immediate decision, people tend to choose flight. That won’t be the decision in your favor.

In his book One Small Step Can Change Your Life, Robert Maurer talks about the science behind this process.  Our survival mechanisms have evolved over the years to treat any new stimuli as a threat until it’s proven otherwise.

Micro commitments soften the blow by allowing them to make smaller decisions over time. Your prospect signs up for your mailing list, buys a small product, then buys a bigger one.

All the while, they’re slowly committing to your brand and message. A tripwire offer is a small commitment your prospect makes brand which sets them up to more comfortably complete a larger commitment.

Components of a front end offer

As we’ve mentioned before, a tripwire offer isn’t something you throw together and start selling.

There are four components that make an effective front end offer.

  • Relatively cheap

All price points are relative. Most front end offers are between $5 and $50 dollars. That figure isn’t written in stone. We have some front end offers priced at $12 and other ones priced at $97.

When you price your tripwire offer, look at how much other products in your portfolio cost. For example, if you have a flagship course for $1997 then you can get away with pricing a smaller course for $197.

Or, you can create a different type of product altogether. If you’re known for high-quality shoes, what’s stopping you from selling gloves or socks at a lower price point that complements them?

 

  • High quality

This is the place most people drop the ball. They think their front end offer can be lower quality because it’s cheap.

Why?

A tripwire offer is the first interaction many people have with your products. If you fail to impress them in the beginning then why would they buy a more expensive product from you?

Research (Gunyadin, Selcuk, & Zayas, 2016) has shown first impressions last for months and persist even when contradictory evidence is presented.

When your front end offer is poor, people will associate that with your entire brand even if you show them ten thousand positive reviews.

The bottom line is that you should price it fairly and over deliver.

  • Related to your core offer

A front end offer is meant to offset your advertising costs while growing your mailing list and customer list.

What happens if you’re building a mailing list that doesn’t care about your core offer?

You’ll be stuck with customers who won’t buy your main products. It’s easier to make this mistake than you think.

Let’s say a business uses a bottle of diet pills as their tripwire offer. On the backend, they sell a twelve-week intensive fitness boot camp and private lessons.

On the surface, it’s all weight loss so they should sell pretty well. In reality, the kind of person looking for fitness training and the kind of person looking for diet pills are quite different.

In one case the person wants results without working too hard. In the other case, the person is willing to put in the work (and time) to get the results.

  • Very easy to use

It shouldn’t take another product to explain how to use the first one. Whatever you offer should be easy to redeem, implement, or get.

There should be minimal effort for someone to get results from your offer. Certain things are no brainers like selling a watch. Just make sure you don’t make them jump through hoops to redeem the offer.

Other things may be a little more difficult like information on particular techniques EG photography or photoshop.

The onus is on you to distill whatever you’re offering into a form that’s easy to consume, use, or apply.

Ideas and how to create a tripwire offer

We’ve covered a lot of ground and you already know how to use a front end offer, the benefits, and the key components. Now, the only thing left is to build it.

Use part of an existing product

Though this is the fastest way to create a tripwire offer, it’s not feasible in every situation. There’s no way to give away part of a pair of shoes.

The ideal products for this strategy tend to be information products. If you have a flagship course that sells for a few thousand dollars you can spin off the first few modules and offer it as a low cost alternative.

You can also condense or repurpose your product into an express version made just for that purpose. For example, a course can be developed into an Ebook or a few short videos full of actionable content.

 Lower or smaller versions of physical products

This has been done in many forms over the years.

You know those people who stand around in Walmart or Sam’s club with small free samples for you to try out? They actually sell a lot of product.

Marsh supermarkets increased their in-store free samples after running tests which boosted sales by as much as 2,000%.

The process is based on reciprocity. People are grateful for you because you introduced them to a new product without the risk. They feel compelled to do something in return.

The only thing they can really do for you is buy more products.

That’s what thrive market did to boost sales. They gave away some and people came back to buy.

You don’t have to actually give it away for free. You can also give it away at a small cost that comes off as free.

Have you seen the free plus shipping offers on Facebook and Instagram? They’ll give you the product for free but you’ll have to cover the cost of shipping.

They’re able to do this (and turn a profit) because the product is so cheap and they’re counting on you coming back to buy from them in the future.

Books

With the advent of self-publishing and on-demand printing, books have become a viable revenue stream. They earn full-time incomes just from selling books on Amazon.

Though that’s possible, we’re looking it from another direction. This is the perfect lead generation method to build your customer list.

You can either self-host the books or add them to Amazon. Amazon doesn’t give you data about the people who buy your products. Our aim is to build a customer list so this doesn’t work for us.

There’s a way around it.

Add calls to action inside the book to funnel traffic to specific landing pages. You know the people who land there have already bought your book and you can market to them accordingly.

The better method and the one we prefer is to self-host your books. You can go the print on demand route or an Ebook route. The choice is yours. The important part is that they’re being added to your database as a customer.

You can couple the book with a free plus shipping offer. They get the book for free but it’s necessary to pay shipping. You can offset the printing costs by pricing the shipping to cover the costs of everything.

Low-cost software

Most software is on the SaaS model where you pay for it every single month or year. When you sell high-quality software for a one-off payment, people are ready to buy.

The challenge here this model are ongoing development costs. If the software needs to be maintained and is constantly evolving then this method may not be the best for you.

If, on the other hand, you can generate enough revenue on the backend from the software then this could be a viable strategy.

Neil Patel is using free software to generate leads for his advertising agency.

Instabuilder is a landing page builder you can buy for a one-off payment.

Spreadsheets

Spreadsheets are an interesting way to generate customers. They’re easy to create if you have the knowledge and are super valuable.

There are even marketplaces dedicated exclusively to spreadsheets.

Be sure to include clear instructions for your spreadsheet or people may use it incorrectly.

Megan Minns uses a low-cost annual planning spreadsheet to introduce new audience members to her content.

It consists of two videos and multiple spreadsheets that help them make the most of their revenue goals. At only $12, it’s well within the range of tripwire offers.

The next time Megan Minns wants to market to her customers, they’ll be ready to listen.

Template bundles

In many niches, there are complicated strategies or techniques people use to get results. Throughout your time, you’ve likely adapted or created your own techniques for doing things.

That information can easily be distilled into and packaged into a high-quality template or bundle of templates.

Design Bundles offers a lot of different templates for their customers. One of them is a boutique marketing bundle. It’s a series of templates to help with designing.

It only costs fourteen dollars but as of this writing, it’s on sale for seven dollars.

Small Business Marketing Tools provides marketing tools and strategies for small business owners. One of their products is an advertising and marketing plan.

Normally, they’re six dollars apiece but when you buy them as a bundle it costs ten dollars.

These are just a few ideas to create your tripwire offer. Keep in mind what a front end offer is supposed to do and you’ll be able to use a wide range of products to achieve that goal.

How to use tripwire offers with quizzes

The beauty of using a quiz for lead generation is that you give personalized results. With those personalized results, you’re also in a unique position to give personalized offers.

Your subscribers are most engaged right after they sign up for your mailing list. Take advantage of this opportunity by offering up a high-quality tripwire offer on the thank you page or first email.

To do it in KyLeads, you’ll just need to create an outcome that redirects your subscribers to a page where your front end offer lives.

On the page they land on, the first thing is to present the personalized results they got from taking the quiz. After that, merge the content of your page into your front end offer.

The same thing is possible with normal opt-in forms, but quizzes work even better because the content is personalized.

For example, if you have a quiz related to fitness and your outcomes are:

  • In shape
  • Out of shape
  • Average shape
  • Body builder

You’d have four different pages where the quiz takers go and the one they land on is dependent on the outcome they get. For each of those pages, you can do one of two things:

  • Create a different tripwire offer for each outcome.
  • Use one tripwire offer and position it differently for each of the outcomes.

The key is to make sure the offer is closely tied to the outcome your quiz taker got.

Whichever route you choose, test your copy and offers until your tripwire is offsetting the costs of lead generation.

Examples of front-end offers

Let’s look at a couple examples of tripwire offers used in different mediums and at different times. They all share a few similarities which we’ve gone over in this post.

Matt from AutoGrow offers his blog readers a swipe file with multiple templates they can use at different places in their funnel.

All you need to do is pay a very reasonable fee.

Agora is a well-known financial advisory research firm company that writes some of the most compelling copy I’ve seen on the web. In the above image, they’re giving away a popular book with a free plus shipping offer.

They also include a subscription to their newsletter – their core offer – in the tripwire offer.

DoorDash is a food delivery company that specializes in getting you food from places that don’t normally deliver. Their major selling point is speed and the exclusivity.

In the above Facebook ad, they’re offering new customers the chance to try out the service for just a dollar. Note how they remove any limits and restate the promise of their core offer.

Columbia House Records has been around so long that they were selling vinyl records. They’ve also been creating compelling offers for decades.

Here, they’re giving away records or tapes at a price they can’t afford. The fine print in the corner stipulates that you have to buy at least eight more over the course of three years at the regular price.

This is interesting because you’re essentially signing a contract in order to get the first offer. Think of it like a signing bonus.

If you’re a music lover then I’m sure it would’ve been an easy decision.

Conclusion

Tripwire offers are a proven way to offset your advertising costs and ensure you’re building an engaged customer list.

There are tons of products you can use as a front end offer but they all share certain characteristics.

  • They’re very fairly priced
  • They’re high quality
  • They’re easy to implement
  • Closely related to your core business

It may take a bit of testing to understand the perfect tripwire offer for your business but once you’ve gotten it, you’ll see the benefits first hand.

Let us know what you’re using as a tripwire offer in the comments and don’t forget to share.

6 Foolproof Quiz Promotion Methods for Maximum Exposure


If no one sees your epic quiz then it might as well not exist. Quiz promotion is important so you get it in front of as many people as possible. If not, your meticulously crafted title and the painstaking effort you put into the questions is all for nothing.

It’s a little bit more than pasting the link on all the social media platforms and hoping for the best. In this post, we’ll walk you through six ways to promote your quiz so it yields the results you’re looking for.

1.     Facebook

Facebook is the elephant in the room. With over two billion monthly active users, there’s no way we can ignore it. There are multiple ways to use the platform to get your quiz in front of as many people as possible.

This topic can be a post on its own so we’ll just touch on the most important points.

a.      Post to your page

This is the first and usually the only thing people do for quiz promotion. It’s not enough if you want to properly promote your quiz.

When posting to your Facebook page, Facebook itself will pull the description and featured image from the page you embedded your quiz on. That may give you something that looks like this:

That’s not ideal in many situations. Instead, you’ll want to add your own image and description to maximize your share of the newsfeed.

Remove the image pulled by Facebook and add your own.

With longer copy and a better image, you’ll be able to increase the click-through rate to your quiz.

b.      Facebook Groups

Facebook groups are a tricky way to promote your quiz. If you join up and drop links you’ll likely be banned. If you don’t take your quiz promotion seriously in groups then you’re missing out on a lot of opportunities.

Here’s how to do it right.

  • Join the Facebook groups you’re interested in before you’ve created your quiz
  • Be an active member for a week or two before you decide to link your quiz
  • Participate in discussions and create your own
  • When it’s time to promote your quiz, be sure to preface the post with a description about what you’re promoting, why it matters, and what they stand to gain. Here’s an example of a Facebook group post:

  • Rinse and repeat until you’re satisfied

c.       Facebook ads.

Last but not least are Facebook ads. Please note these are optional. You don’t need Facebook ads or any paid medium for quiz promotion. It’s an added boost.

Alright, when using Facebook ads, it’ll look similar to the normal Facebook post you used to promote your quiz. There are a few key differences.

  • Select your target audience or use a saved audience. If you’ve already added the Facebook pixel to your website then you should be building a saved audience. Use that as a starting point and create a larger lookalike audience
  • If you don’t have a saved audience, set up targeting based on what you already know about your audience. Keep it as broad to maximize your reach.
  • Use as much of the space provided for the description of the ad to tell a story about why they should click
  • Use a high impact image. I suggest you make one specifically for the ad you want to launch. This post has the ideal image dimensions for ads.
  • When people click on the ad, the quiz start page will be turned off so they get right into the first question when they land on the quiz
  • Redirect results of the quiz to a new page or add a Facebook targeting pixel so you can keep track of conversions from your ads.

That’s how you can use Facebook ads to promote your quiz in a nutshell. In addition, do your best to hit an emotional chord and illustrate (using words or imagery) why your quiz matters.

2.     Twitter

Anything can go viral on Twitter if it gets into the right hands. Your job is to give your tweet a fighting chance.

The lifespan of a tweet is notoriously short (around 20 minutes). While it’s alive, there are a few things to make sure it catches the right eye and gets retweeted.

When you paste a link to Twitter, it’ll pull the default featured image from the page. This works well for a blog post but not for your quiz.

Instead, we’ll add our own image and description so we’ll be able to get the most out of your tweet.

This is a good start, but not enough. There are two more things you can do to maximize the efficacy of every tweet.

The first one is to use hashtags. On Twitter, hashtags allow people to search for relevant tweets. For example, if your quiz is about fitness you can use the hashtags #fitness to increase your exposure.

Use a tool like Hashtagify to find the best hashtags for your niche. Keep them in a safe place because they’ll come in handy for more than just promoting your quiz. You can use them anytime you tweet something on the platform.

The second way is to tweet at specific influencers in your niche. Before you compile a list of all the twitter influencers and spam them with tweets, it’s important to build a cordial relationship.

Do this by following them on Twitter and tweeting out a few of their posts. When you’re ready to tag them in your own tweet, you’ll be a familiar face.

This will increase the likelihood of them retweeting or even taking the quiz.

3.     Forums

Forums seem to be the red-headed stepchild of the digital marketing world. People talk about them every now and then but they never get the recognition they deserve.

They’re one of the best places to promote your quiz and get targeted traffic but there’s a right way and a wrong way to go about it.

The wrong way is to sign up and spam your link across all the threads you can find.

The right way is to be an active member, mention your quiz when it makes sense, and add it to your forum signature.

If you’re not a member of any forums right now, there’s a simple way to find a few to join.

Search Google with the keywords “niche + forum.” Replace the word niche with any relevant keyword.

Google will bring back a lot of results like in the image above. Click on the ones that look promising and browse around the forum. You want to look for two things.

1 How active the forum is. When the last post was and how many comments did the most popular post get?

2 Whether or not you can add a signature to your profile. This is an added bonus but not a requirement.

In the image above, you can see the forum is active because the last thread was recent and there are a lot of posts and threads.

Once you’ve identified a few targets, go ahead and sign up for an account.

It’s tempting to start creating threads whose only aim is your quiz promotion but the moderators may decide to ban you. Instead, focus on adding value to the community for a while. This softens the ground and when you decide to promote your quiz, it’ll be taken in good faith and amplified by the community itself.

Not only that, the people who take the quiz will give you direct feedback on what they liked or disliked.

For the forum post itself, follow these guidelines:

  • Write 100 words or more explaining what the quiz is about
  • Tell people what they stand to gain from the quiz
  • Be explicit about who the quiz is for
  • Let the members know you’ll be available for them if they have any questions or want to take the next step with their results

 

4.     Email

Your current audience is your best bet to get the ball rolling for your quiz. Who’s more engaged with your brand than your email subscribers?

I don’t need to remind you how intimate email marketing can be.

There are two ways to promote your quiz with your email list

1 A general email newsletter blast

2 An evergreen drip campaign

Your email newsletter is the best way to communicate with your audience. It can also be a blunt force instrument when used improperly. Your quiz helps you rectify that problem.

It may seem odd to use up your quiz promotion efforts on your existing email subscribers since quizzes are for lead generation. The beauty is that they’ll help you segment your mailing list and send more effective messages in the future.

How to send a great email is a bit beyond the scope of this posts but I’ll focus on the most important aspects.

Nail the headline using these formulas then tell a story in the body of the email that leads into your quiz and why it matters.

After the initial email blast and a follow-up it wouldn’t be reasonable to keep emailing about your quiz to your existing subscribers.

Instead, email your new subscribers about it. These are people who’ve signed up for your mailing list in different ways. That could be a content upgrade, a webinar, etc.

Your quiz will help you fill in the information you need to send better messages. After you deliver on the promise that got someone to sign up, follow it up in the same email (or the next one) with a call to action asking them to take the quiz.

Be clear about whom it’s for, what they stand to gain, and how long it’ll take them to complete. Once done, they’ll be further segmented in your email marketing service and give your marketing automation new legs.

5.     Your Existing Traffic

No matter how much or little traffic you get right now, you can use it to your advantage for quiz promotion.

There are multiple strategies you can adopt.

Homepage Quiz Promotion

If your website is like most sites on the internet then your homepage is one of your most visited pages. People go there to learn more about your brand but you can flip the script and help them learn more about themselves with a quiz.

The best quizzes tell us a bit more about ourselves.

Add a relevant section and call to action on your homepage. For best results place it above the fold of the page. This isn’t required but it’ll definitely help drive your point home and focus your visitors on your quiz.

Chanti Zak has generated over ten thousand leads by making a quiz on her homepage one of the most prominent calls to action.

Floating bar and full screen takeover

Both the floating bar and the full screen takeover are great options because they can be placed on any page of your website. Not only that, they’re prominent.

A full screen takeover obscures all the content on the page until a visitor interacts with it. They have no choice but to see your message.

A floating bar isn’t as obtrusive but it’s still noticeable because it sits at the top or bottom of the page.

Whether you choose a full screen takeover or a floating bar, you expose a large amount of your traffic to your call to action. The end result is more people taking your quiz and more leads.

Neil Patel uses a full screen takeover to let people know about his quiz.

Sidebar

The sidebar is a bit of a mixed bag. If studies like this one by Bryan Harris are to be trusted; you can actually increase conversions without it.

I mean, look at this sidebar from the New York Times homepage.

I digress.

Even though the data may be saying one thing, it can be hard to give up what you’ve always used. When you have a sidebar, put it to good use by adding a call to action for your quiz there. It may increase that 0.3% conversion rate be a percentage point or two.

6.     Pinterest

Pinterest is one of the best platforms for referral traffic. When other social media platforms are trying to increase dwell time at all costs, Pinterest seems to be doing the opposite.

Referral traffic for creators is up over 25% YoY according to the 2017 edition of the annual report released by Shareholics.

Click to enlarge

Another unique feature of Pinterest is the lifespan of pins. Where a tweet lasts for minutes and a Facebook post lasts for days, a pin can be cycled over the course of weeks, months, or longer.

Every person that repins exposes the pin to their audience and restarts the cycle. This is a good thing. The amount of Pinterest followers you have isn’t as important as the amount of people you can reach with your pins.

It’s not the same thing.

You can have a hundred Pinterest followers but have a reach in the tens of thousands.

How is this possible?

Group boards.

Group boards have contributors pinning content and looking for content to repin. When you’re accepted as a contributor, you’re free to pin content which will later be picked up by other people to share with their audience.

Your content will be spread far and wide even if you only have a few followers.

How do you find group boards?

I’m glad you asked. There’s a useful website called Pingroupie.com. It’s a directory of Pinterest group boards that can be sorted by number of followers, category, number of collaborators, etc.

Once you’ve identified group boards you’d like to join, navigate to their profile page on Pinterest and follow the board. If you don’t follow the board then the administrators can’t add you.

The profile page will give you a bit of useful information. Normally, the administrators will put the contributor and board guidelines here. You’ll also learn who the administrator is. It’s the first contributor image you see.

With that information, you can reach out to the administrator and request to join. The best way is to send an email but if you can’t find their email address then you can also send a message through Pinterest (this has a lower success rate).

Once you’ve been added to a number of group boards, pin your Quiz as well as other people’s content. Ensure your image dimensions are 2:3 or 1000×1500 pixels.

Note: upgrade your Pinterest account to a business profile to unlock rich pins. Rich pins increase your click through rates for your pins and allow you to access analytics.

Conclusion

There are countless ways to promote your quiz and get it in front of more people. The more specific methods will depend on your niche and the focus of your quiz.

We’ve walked through six methods that will work for you no matter what your niche is.

Start with your Facebook page and groups. Next, create and schedule a series of tweets with researched hashtags and mention influencers in your space. After that, move on to forums and send out an email blast to get the ball rolling.

Round out your efforts by tapping into your existing traffic and setting up an evergreen Pinterest campaign.

Remember, these are just a few methods for quiz promotion. Let us know what other strategies you’ve been using in the comments and don’t forget to share.

Unleash The Confirmation Bias In Business + 5 Examples

Last updated October 15, 2018

Have you ever wondered why it’s so hard to convince someone their beliefs are wrong? It’s even harder to convert them to your way of thinking.

They tune you out when you talk about things that aren’t in line with what they think. As soon as you talk about what they know to be true they’re all ears.

Their pupils dilate, their posture changes, and they give you their undivided attention. It’s the confirmation bias at work.

The confirmation bias is the tendency to selectively search for, recall, interpret, and consider information that confirms your beliefs.

We latch onto information in line with what we already believe.

For example, someone putting together a research paper showing the effects of oil on aquatic environments will search for evidence that bolsters their point of view and largely ignore any other perspective.

A hiring manager that thinks a candidate is a good fit will pay more attention to information that supports their conclusion.

A coach that thinks people over six feet are better players will give taller people preference when choosing the members of his team.

Quizzes are uniquely positioned to give you the advantages of confirmation biases. When you understand your audience, your outcomes will reflect what they already believe about themselves.

We can go on and on about it, but it’s safe to say that the confirmation bias can open huge opportunities in your business. All you have to do is tap into what your customers and clients already consider a truth while confirming they’re on the right path.

Peter Wason did us a huge favor

In the 1960’s, Peter Wason performed a simple experiment with a number of volunteers. The volunteers were asked to determine a pattern that applied to a series of three numbers. The example given to the subjects was “2-4-6” and they were allowed to construct their own series of numbers to test their hypothesis.

When they constructed their own series of three numbers, Wason would tell them whether it conformed to the rule or not. The actual rule was any ascending series, participants had trouble identifying it and would create rules that were far more specific.

What was most interesting was that participants only tested rules that would confirm their hypothesis. For example, if they thought the rule was “increases by ten” they would only test numbers that confirmed it EG 10-20-30 and ignore those that violated it EG 10-11-12.

Wason brought this cognitive bias to light and we’ve been using it ever since.

Examples of The Confirmation Bias In The Wild

Whether we admit it or not, we all want validation from friends, family, and peers. That validation can take many forms and it’s often used subtly in marketing. Here are a few examples of confirmation bias you can steal

Thank You Pages

I’ve written on the power of thank you pages to unlock more engagement and revenue. What happens after they optin or buy from you? Are you using the thank you page to confirm their initial thoughts about why they joined in the first place?

Derek Halpern of Social Triggers throws in some confirmation bias when you sign up for a free Ebook to get your first 5,000 subscribers. He confirms your initial thoughts that he’s a genuine person and asks you to start participating in the community that’ll help you grow your business.

 

If you were wondering if it was too good to be true, he removes that doubt immediately. From that point on, anyone who subscribes will only look for more information to back up their initial impression.

RoboForm goes straight for the jugular with their thank you page after sign up.

 

Roboform

After signing up, they let you know immediately that you’re an amazing person. Not only that, they ask you to show off this validation to your friends by asking them to sign up. The internal dialogue goes something like this.

The person who signs up thinks they made a good decision. RoboForm confirms this by telling them they’re awesome. With this newfound validation, the person would be more likely to spread the information to their social circle.

RoboForm gets more users, you get more validation to confirm your initial awesomeness.

Completing a process

 

When you’re using Mailchimp, you’ll eventually send out a few newsletters. I’ll never forget that first high five the monkey — Frederick von Chimpenheimer IV — gave me when I sent my first one.  This positive reinforcement confirms what I already know, I’ve completed a major milestone, and gives me kudos for doing so.

digital high five confirmation bias

The same process works during a checkout process. Sprinkling in “well done” and “you’re almost there” messages will help increase conversions.

Another way to use the confirmation bias to encourage the completion of a process is to use a progress bar. When you sign up for services like Facebook, Dropbox, or anything that requires a little more information, a progress bar is used to show how much you’ve done.

We use a variation of this inside of our app.

confirmation bias inside KyLeads

If you’re at the beginning of the process, usually, your own momentum is enough to keep you going. Then, something happens and you have to log out or start doing something else.

The progress bar shows you how much effort you’ve already put in and subtly reminds you that there’s just a little bit more to go.

LinkedIn profile completion

 

LinkedIn does this well with their profile strength indicator.

Before you take the time to complete your profile, you probably don’t have much going for you on the platform. It’s likely you don’t have many views or connections. You’re a beginner.

After filling out some more information, you’ll be an all-star ready to take on the world of corporate espionage :).

 

Daniel Ndukwu LinkedIn profile

 

The all-star rating confirms what you already know, you’re amazing.

It’s not limited to just social profiles, you can easily use it during the checkout process like the following example.

It lets you know that you’re almost there and for you to have come this far, there must be something worthwhile in the product you’re purchasing.


Conclusion


The Confirmation can be used in many ways which are both subtle and overt. Some of the best ways to intertwine the confirmation bias in your engagement and acquisition strategies are:

Reinforce an impression they already have

Use it to remind them of how much they’ve already committed thus confirming their love of what you’re offering.

Don’t stop there, brainstorm different ways you can use the confirmation bias to build stronger relationships with your tribe.

Let me know what you think about the confirmation bias in the comments and don’t forget to share.

Are you Being too Salesy? Use These Tips to Sell Like a Human

Being salesy is like using a leaky bucket to fetch water from a stream. You put in more effort for less results.

I was at a friend’s house and he got a call on his home phone. He asked me to grab it for him.

I picked up the phone, heard the click that transferred me to an operator, and could make out the noise of a busy office. The person on the other end spoke in heavily accented English and proceeded to tell me about a great opportunity.

I would make tons of extra money every month, travel the world, and improve my health all in one fell swoop. He described it as a dream come true. That doesn’t matter to me.

I slowly lowered the phone to the receiver and went back to what I was doing. My friend asked me who it was.

I said one word – “telemarketer.”

His reply was equally short – “oh.”

We went about our day without missing a beat.

That was the perfect example of being salesy. This guy is too:

Source

You may not be like either one of the people I mentioned but chances are you put messages out into the world. You post social media updates, send emails to your list, and create content for your business.

If you don’t make a conscious effort, you’ll come off as salesy through at least one of those mediums. That’s a bad thing. We’re going to look at how to identify when you’re being salesy and how to prevent that while selling like a human.

 

How to know you’re being too salesy

First things first, most people know what being salesy is when they see it. It doesn’t have a clear definition but is more of a feeling of being icky and inauthentic.

That doesn’t serve us so I’m going to define it:

Salesy is a term used to describe a salesperson who sells their product to someone in the wrong stage of awareness in an aggressive or superficial manner. It makes the prospect feel uncomfortable and unresponsive.

sounds about right

Notice the definition has two parts. The first part talks about the stage of awareness of the prospect. You can use the exact same sales pitch for two different people. One person may love it while the other person hates it.

The second part is about how your prospect feels. You can’t say whether the message is salesy. In fact, you’re a bad judge. Just 17% of salespeople think they’re salesy or pushy while 50% of prospects think they are. It’s only your prospect that can tell you. Due to social norms, most people won’t tell you. It’s up to you to find out by using the tools at your disposal.

People are emotionally invested in the decisions they make. If they’re not feeling it then they won’t make a decision in your favor.

Even though you don’t define whether or not you’re coming off as salesy, you can still put your messages through a simple litmus test. If it has any of the following qualities then you may need to rethink it.

–          Your message focuses on you

You’re in business to solve the problems of or bring solutions to other people. Sure, you may be scratching your own itch. If you want to sell like a human then that itch needs to address a larger market than you.

Look at your message which can be a sales email, phone script, or simple lead magnet. Who is it talking about? Is it talking about how great you are or what the person on the other end stands to gain?

The more you use your companies name, the lower your close rate becomes.

–          You’re using a plug and play template for every interaction

I have no problem with templates. They’re a great starting point. There’s no need to reinvent the wheel right?

When you start an interaction, it can go in a thousand different directions. A template is the start of the interaction but it won’t get you through it.

If you try to apply a template to every unique situation it comes off as stale and uninspired. Eventually, that will apply to your brand.

Instead, get the information you need to personalize the interaction and offers to the person on the receiving end. Better yet, make it an interactive experience for your prospect.

–          The benefits you outline have nothing to do with their situation

This follows on the heels of using plug and play templates. You can’t effectively offer someone a product or service unless you know the benefits that matter to them.

It’s the old features vs benefits debate.

The easiest way to be salesy is to talk about benefits that your prospect could care less about.

I got an email the other day about Instagram marketing for KyLeads. It talked about a thousand and one benefits. They didn’t matter because we don’t on growing an Instagram presence anytime soon.

The pitch had nothing to do with my situation, came off as salesy, and got deleted.

At the very least, your message should be clear of the three qualities I just outlined. Now, let’s focus on being the opposite of salesy – selling like a human.

Focus on serving others

There’s a quote attributed to Zig Ziglar:

You can get everything in life you want if you will just help enough other people get what they want.

It’s an apt description of how to go about selling. When you only keep yourself in mind, you come off as salesy. Your messages come from a place of selfishness and people pick up on that.

Let’s say you’re an expert on dating and have helped a lot of your friends find love. When you come to them and ask for a testimonial or to share their story what do you think they would do? Of course they would say yes.

You’ve helped them and the principle of reciprocity says you have money in your moral piggybank.

Apart from that, if your goal is to serve the people who call themselves your customers, you go above and beyond what’s expected for any price point.

KyLeads is a $39 piece of software that helps you capture more leads and send better messages IE prevents you from being salesy. We could have decided to only use ads to drive traffic to high converting landing pages. People would’ve signed up and been happy with what they got.

Instead, we’re building a blog that’s actually useful for our audience. We write on topics directly related to our business like this one on quiz questions. We also write on topics that are useful for our audience as a whole like this one on the startup narrative.

Why do you think that is? Why do we create resources, blog posts, and tools to help our audience for free? It’s because we’re coming from a place of service as opposed to a place of selfishness.

Charity water is the best example of coming from a place of service. Their mission is to bring safe water to millions of people around the world. It may seem strange if you’re in an industrialized nation. You can drink water directly from the tap.

Charity wataer is the opposite of salesy

In many parts of the world, clean water is a serious challenge. To date, they’ve raised 250 million dollars and 100% of public donations go to the people who need it.

Zappos wrote the book on service. They’re an Ecommerce brand that was bought for over a billion dollars by Amazon. They offer free returns and shipping, have had customer service calls for over eight hours, and seem to genuinely love what they do.

zappos image of return policy

Listen to the people you’re selling to

Your people are always telling you what they want and what matters to them. They leave comments on your blog, share your social media updates, and reach out to you.

If you’re proactive, you can go a step further and set up phone calls or initiate surveys to find out more about your audience.

Through all these interactions, they’re giving you valuable feedback about what they like and what they don’t like. It’s up to you to listen.

Not just any type of listening, reflective listing. That’s when you echo their sentiments back at them.

What does that have to do with being salesy?

At first, when you have no historical data, it has nothing to do with it. Once you have information to go on through various interactions and opportunities to “listen in,” it has everything to do with it.

Remember from our definition that salesy describes selling to someone in the wrong stage of awareness. By listening to what your people are telling you, a picture of what stage of awareness they’re in as well as benefits that matter to them forms. Your messages should adapt to that information.

If they don’t adapt then you’ll be selling your products in an irrelevant way to a disinterested group. That’s never fun.

Build a relationship first

You can sell almost anything to a friend. If for no other reason than they want to support you, they’ll buy it. Of course, this doesn’t count for high ticket items.

Let’s say you’re competing with another person or group for business. On the surface, you guys are comparable. Your features, price point, and marketing channels are more or less the same.

The only difference is you have a relationship with the buyer but your competition doesn’t.

When it comes down to it, who do you think they’re going to buy from?

If you said you because of the relationship then you’re correct.

borat very nice gif

Source

Here’s a truth people sweep under the rug. You buy from people you like and respect. With no relationship, even one built over the internet or via email, it becomes much harder to sell anything.

videofruit education image opposite of salesy

Bryan from Videofruit doesn’t sell products immediately. In fact, you can’t buy his main product until you’ve gotten to know him a bit. It’s only open to the general public twice a year.

During the periods in between, he builds a relationship with you – his subscriber.

No one is going to come up to you in real life and start pitching new shoes without warming you up. The funny thing is people do it online all the time. No wonder people say they’re salesy.

The simple fix is to build a relationship first. I know, that’s easier said than done – especially online. For this, email tracking software is a must-have.

All you have to do is be authentic. Share your journey, your knowledge, and philosophy. Get them on your email list and send them messages in line with what they’ve indicated they’re interested in. That’s the key. Send them the information they care about.

Educate instead of pressuring

This is the backbone of a sound blogging strategy. It works well for many people. Content marketing, though the costs of acquisition through this channel are growing, is still cheaper than paid advertising.

For those who say blogging or content marketing hasn’t worked out, look at two things.

  • Who’s their target audience and what are they creating content about?
  • How long have they been doing it?

The first one will identify if there’s a disconnect between what’s being created and the people you’re creating it for.

If you’re targeting CEO’s of large companies then they don’t really need actionable advice because they’re not doing it. They want to hire you. Instead, they’ll want to see case studies, white papers they can share around, insights that reveal the big picture, and information on your process.

The second one asks how long they’ve been at it. You don’t build a content marketing engine in a month. It takes much longer than that. People find you on social media, through search engines, and other channels.

They consume your content and come back for more.

Wholw foods blog

The Whole Foods Blog – Whole Story was created to help their customers find ways to enjoy their high-quality foods. They share tips, recipes, and insights about making the most of your meals.

mint blog image

The Mint Blog is more than a place for them to post company updates. It’s a way for them to develop and educate a community. You can find career, finance, and personal development advice being featured there.

In the end, your audience buys from you because you’re top of mind. The world is a better place for everyone.

So, target your content to a specific group of people and stick with it long enough for it to yield results.

Tell stories that matter

Facts tell, stories sell.

Stories are the glue that holds society together. It’s the first way we devised to make sense of the world. When lightning struck the earth and we had no explanation, we told the story of Zeus.

When kids are afraid of the dark, they invent the story of monsters under the bed or in the closet.

Uri Hansen from Princeton found that when we tell stories that resonate, the brains of listeners synchronize.

neural coupling

Imagine being able to synchronize with your audience and customers. Wouldn’t that be game changing? Turns out it is.

Nike is one of the most valuable companies in the world. They sell shoes it took them five dollars to make. Why do you think they’re able to charge a premium for them? It’s because they tell compelling stories.

When you buy Nike, you’re buying a movement. You’re buying a philosophy that tells you to take action. You’re buying a piece of apparel that’s propelled athletes to the world cup, the NBA finals, and to gold medals.

It’s not a company or a piece of clothing – it’s a way of life. They never explicitly tell you this of course. What they do is tell you the story.

Nike has the resources to do something like that. Let’s use an example that hits closer to home.

Beardbrand, as the name suggests, is a brand for beards. They empower bearded men in an urban setting to embrace personal hygiene, style, and personal growth. They did this through a consistent narrative.

beardbrand ethos

When you buy their products, you’re not buying grooming oils and combs. Instead, you’re buying into a way of life and help them tell the story to more and more people.

They scaled to $120,000 a month in their first year.

Storytelling works. Invest time and energy in getting it right.

Conclusion

Salesy is something no one wants to be. It’s that feeling you never plan to have associated with your brand. If we’re not careful, we’ll come off as salesy through simple neglect.

There are a number of ways to audit your messages to remove the most obvious signs of being salesy:

  • Does the message focus mostly on you?
  • Are you using templates for every type of interaction?
  • Are your benefits irrelevant to them>

If you answered yes to any of the above options then it’s time to reevaluate what you’re saying and how you’re saying it.

After the simple audit, there are a few proactive ways to prevent you from coming off as salesy.

  • Focus on serving others
  • Listen and implement feedback you get from your customers
  • Build long-term relationships over the short term sale
  • Educate your audience about your offers and how they really help them
  • Tell stories

In the end, it’s up to you to be aware of how your brand is perceived in the world.

Let me know about any other methods you’re using to stop the dreaded salesy term from being applied to you and don’t forget to share.

Create Compelling Quiz Questions Your Audience Loves to Answer


You’re surfing Facebook and run across a quiz about sculpting your abs.

You click through and it has a nice title and the description makes you want to dive right in – so you do. Something is off. The quiz questions seem irrelevant.

You answer a few but feel like you’re being shortchanged so you click the back button and write the website off. An otherwise great experience is marred by poor presentation.

The potential of interactive quizzes to get you 2-10x more leads is too good to pass up. With the right topic and audience, the quiz practically does the work itself. Well, that’s the theory.

In reality, you need to ask the right questions to get the results you want and give your audience the result they want.

There’s a simple process to follow that’ll make all the difference when it comes to crafting the right quiz questions. Let’s dive in.

Quiz questions come last, the outcomes come first

After you’ve gotten the best title, the next step isn’t to write quiz questions. First, you need to decide what the outcomes for your quiz takers are.

Before you leave the airport you need to know where you’re going right?

This is the same principle.

When you create the outcomes first, you set up guideposts for your quiz questions. It prevents you from going too wide with your questions and having to rewrite them later. At the same time, the outcomes are what your audience is waiting for. It’s the intrinsic part of motivation.

Here are some things to keep in mind when writing your outcomes:

They should be crafted for a specific segment of your audience

If you’re Buzzfeed or a general media company that doesn’t care too much for targeted leads then you can make the outcomes generic.

If, on the other hand, you’re looking for qualified leads then your outcomes should speak to them. If not, they’ll feel shortchanged and write you off without a second thought.

That’s not the goal here.

Instead of that route, drill down. Don’t be afraid to expose the real pains and challenges someone who gets a specific result would experience.

For example, if your quiz is focused on the fitness level of the quiz taker, you’d have multiple outcomes like beginner, intermediate, and advanced.

Your outcome for beginner could let them know they’re a beginner, touch on specific problems beginners tend to experience, and the next steps to take.

If you have a quiz about a little black dress, your outcomes could focus on different styles. Touch on why that dress’ style fits their personality (and even the story of the dress), a few ways to wear the dress, and events where it’s ideal.

Note: Longer ecommerce descriptions and storytelling have been known to sell more products. Check out this website, for a first hand look at how stories make your offers more valuable.

Aim for a few paragraphs as opposed to a few sentences.

Remember, these are people who went through your entire quiz, parted with their email address, and want to know more about themselves and the problem you’re addressing. A few paragraphs won’t scare them away.

Use images in the outcomes

Images consistently outperform text on almost every platform. They perform better on Twitter, they perform better on Facebook, and they perform better with blogging.

The same holds true with your quiz outcomes. Incorporate a relevant image to illustrate the outcome. You get bonus points if you use custom illustrations or images.

A personality quiz is evergreen. If you use a product recommendation quiz then it’ll last at least as long as the season.

Moving on.

In the end, spending more time on your quiz outcome makes it more likely your quiz taker will share it with their followers on social media. It also increases engagement on the follow-up emails you send.

Crafting quiz questions that work

After you’ve made a few outcomes you can put together questions that’ll get you the results you want. There are no hard and fast rules for making quiz questions. There are a few guidelines that when followed will help you make compelling quiz questions.

Keep your target audience in mind for quiz questions

You made outcomes for specific segments of your target audience. The questions follow suit. If you did the research needed to make the right outcomes in the first part then this part is easy. After all, 71% of people feel personalization would impact their decision to interact with brands.

The beauty of quiz questions is that you can be less formal than in other correspondence. It’s meant to be a fun experience that creates intrinsic motivation for participants. Even if you tend to be more formal, you can use quizzes to loosen up a bit.

Structure the questions to use terms your target audience would use in normal conversation when describing the problem you’re addressing. The proper term may be xd341 glass but your audience knows it as iPhone glass. Use iPhone glass in your question.

If they call carbonated water with food coloring coke, guess what? You call it coke.

Go from easy to hard

The fastest way to scare people away from your quiz is to start with questions that’re too hard or involved. Ease into the process.

Think of it like courtship. You don’t come out and tell someone you’d screw their brains out (if you do let me know how that works for you in the comments), you ease into it. You start with a coffee date, send messages, long calls, dinner, and then you ask them to go steady.

There’s no difference between that and your quiz questions. Well, the only difference is that the quiz only takes two to three minutes.

Avoid being clever with your questions or trying to trick people. You want clean data that’s representative of your new subscriber. If they don’t understand the question then they won’t enjoy the experience or give you the best answer.

That doesn’t mean the questions should be boring. Start with an exciting question and end with an exciting question.

Allow your brand to shine

You want your quiz to be a positive touchpoint between you and your audience.

Do use language your audience uses and understands.

Don’t incorporate current pop culture references.

You don’t want to limit the shelf life of your quiz because you tied it to the world cup. The people who opt in because you mentioned Ronaldo will unsubscribe quickly. A better option is to incorporate themes at the core of your brand.

For a fashion brand that may be luxury and sophistication.

Image of quiz questions

Or maybe your brand centers on being sustainable. Incorporate those elements into your quiz.

If creating lasting success is one of the pillars of your brand then make that a part of your quiz.

Your brand is unique and by associating with you, your audience uses you as a reflection of their self-identity. Reinforce the qualities that brought them to you in the first place and avoid the lure of quick spikes in traffic.

Number of questions (7-10)

There’s no perfect answer to this question. Some places say seven, some say eight, some say as many as twelve. We have our own data which we’ll publish in due time.

Until then, stick with between 7-10 questions. This is long enough to feel like you’ve asked questions that reveal true insights and short enough to prevent fatigue. Even though it’s interactive content, that doesn’t mean people won’t get tired if it goes on too long.

Life is a distracting taskmaster.

Remember, this is a rule of thumb so I encourage you to test it yourself.

Last but not least, here’s a resource that’ll help you jog your creative muscles to create compelling quiz questions: Conversation Starters World

Conclusion

Interactive quizzes can do everything you need them to do. That will only happen if you ask the right questions.

It’s important to find a balance between what you need to grow your business and what your audience wants. If you fail in either regard then the quiz won’t perform as well as you hope.

Each quiz question, when done right, will move your prospect closer to where you need them to be in order to make a buying decision. Keep the following points in mind:

  • The outcomes come first
  • Write questions that appeal to a specific segment of your audience
  • Go from easy to hard
  • Don’t try to be clever
  • Show your brands personality
  • Keep your quizzes below ten questions

Let us know if you have any questions or thoughts in the comments. Don’t forget to share.

How to Create an Epic Interactive Quiz for Lead Generation


Last updated on October 23, 2018

Right after traffic, your conversion rates are the best gauge of how well your website is doing.

You know what’s crazy?

40% of marketers cite a conversion rate of less than 0.5%.

For every 200 people that visit a website, only one person takes the desired action.

That’s no good.

What do most people do?

They attack the traffic problem and dump more and more people onto a site that’s underperforming.

There’s a better way.

Interactive quizzes and other forms of interactive content have shown time and again that they convert. 3.5x more marketers reported interactive content as converting very well when compared to static content.

We learn best with engaging content. Studies show that people who interacted with the content they were learning from experienced more deep learning. You retain more of what you’re exposed to.

The case for interactive quizzes (and other interactive content)

When I was growing up, we’d always buy the Sunday paper on the way home from church. At home, everyone would go in tseparate directions.

My mom would be making dinner (always smelled great), my dad would be in in the living room watching a game, and my siblings and I would be sprawled out in front of him solving the crossword puzzle.

I was in charge of asking my dad for answers. My older sister was in charge of tapping my mom. My other sister would enlist the neighbors. Once we were done, we’d keep the paper in a special place while we waited for Sunday to roll around again.

On the way home from church, my dad would buy us the paper and we’d check our answers in the back seat. Everyone, even our neighbors, wanted to know how it went.

That’s the power of interactive content.

In a study analyzing 100 million pieces of content, 8 of the top 10 pieces of were quizzes.

To understand why quizzes work so well, we need to understand human motivation.

Quick primer on motivation

We can divide motivation into two large categories.

Intrinsic motivation.

This is motivation that comes from inside the individual out of will and enjoyment for the task at hand. You do it because you like to do it, not because of some outside reward or marker of success.

Extrinsic motivation

This is motivation that comes from external factors. You do it because of other rewards such as money, fame, respect, etc.

There’s nothing inherently wrong with either motivation, they both hold a place in your life. You go to work for a paycheck. You play with your child because it feels good.

The major difference is how long the motivation lasts. I write for intrinsic and extrinsic reasons. It helps me grow KyLeads but I also enjoy doing it. If I hated it then I’d choose a different route or hire a writer.

Interactive quizzes tap into the intrinsic part of motivation. We take them because they’re fun and we learn more about ourselves. We’re not about to win a million dollars or recognized around the world by personality.

We do get a warm fuzzy feeling when the results are positive. We like to not only understand who we are but share that information with people around us.

How would you feel if, after taking the quiz above, you realized you’re crushing your conversion rates? You’d feel pretty good and be more inclined to share your expertise.

Interactive quizzes reduce bounce rate

While there’s no definitive source for what a good bounce rate is because of so many factors, there are benchmarks.

image of bounce rate graph

An excellent bounce rate is between 20-40%. A bounce rate above 70% is cause for worry unless you’re running a blog, news site, events, or anything similar.

The last thing I want to touch on when it comes to quizzes for lead generation is their ability to help you unlock useful information about your subscribers. Each person that takes an interactive quiz gets a result personalized to them.

It doesn’t and shouldn’t stop there. Take the insights you gain to personalize your email marketing, your offers (more on that later in this article), and your website. Humans are browsing your website, not data points, treat them accordingly.

Generating interactive quiz topics and titles

To derive the benefits of interactive quizzes for lead generation, your quiz topic needs to be something your audience is interested in.

The people who visit KyLeads would be interested in a quiz about Game of Thrones. So would half a billion other people. It wouldn’t be a good fit for what we’re trying to accomplish. So to come up with a good topic you need to:

Dig in to your audience

Who are you serving? Are they men or women? Are they old or young? Are they interested in tech or farming? What problems do they come to you to solve?

You can answer a few questions like age and gender with Google analytics. You can also figure out which pieces of content they’re already consuming. If you don’t have much traffic then visit popular website like Quora to find popular questions.

For example, you have a post on your website titled “21 little black dresses to try this summer” and it gets a lot of traffic. You could easily make a quiz that focuses on helping them choose the best dress for them based on their personality.

Create the topic with a certain segment in mind

Now that you know who your people are and what they want, whip up the quiz with them in mind. For example, you can have two types of people visiting your little black dress post.

One could be men. One could be women.

They need different quizzes. The guys are there for their sister, or wife, or girlfriend. The ladies are most likely there for themselves.  The questions should help lead the quiz takers down the right path.

Think about how you can reveal something about their personality

More than 60% of our communication focuses on us and the people around us. That number jumps to 80% when it comes to social media.

Why do you think that is? It feels good which goes back to intrinsic motivation.

Whenever possible, structure your quiz in a way that helps the taker understand more about themselves.

Engaging quiz titles

Once you have a topic, the next step is to settle on a title for the quiz. Depending on the type of quiz you choose, there are different ways to structure the title.

Personality quiz.

This quiz gets a lot of engagement because you promise to reveal something about their personality.

Which x are you?

  • Which game of thrones character are you?
  • Which Mad Men character are you?

game of thrones character interactive quiz

What is your x?

  • What’s your gaming style
  • What’s your love style?

What's your love style interactive quiz

What kind of x are you?

  • What kind of cake are you?
  • What kind of husband are you
  • What kind of blogger are you?

what kind of blogger are you interactive quiz

https://www.heleninbetween.com

What does x say about you?

  • What does the way you study say about you?
  • What does the way you talk say about you?

how you talk interactive quiz

Knowledge Quiz

Knowledge quizzes work because they challenge the taker. They dare you to put yourself to the test and find out of you know as much as you think.

How much do you actually know about x?

  • How much do you know about commas (I aced this one)?
  • How much do you know actually know about rap?
  • How much do you actually know about makeup?

Product Recommendation Quiz

This quiz is most closely tied to a direct sale. The quiz taker starts the quiz with the knowledge that you’re going to recommend a product for them. It appeals to impulse buys and lower end products.

Which x is best for you based on your personality?

  • Which little black dress is best for you?
  • What’s the ideal shade for your living room?
  • What kind of wall décor is best for you?

You can use these titles for almost any quiz.

Creating engaging quiz questions

After you’ve gotten the best title for your interactive quiz, the next step is to make questions that keep your quiz taker engaged. They need to give you the right information to qualify and segment your leads. At the same time, they need to be relevant to your quiz taker.

Here’s how you go about it:

Create the outcomes first

Just like your topic and title determines who your quiz will appeal to, your outcomes determine the best questions to ask.

The outcomes are the results your quiz taker gets after they finish the quiz. It’s what they’ve been waiting for. They should be positive and, no matter how bad, show them a way to become better.

The answer to each question is mapped to a specific outcome. Without them, you’re shooting blind. Take the time to ruminate on the possible outcomes related to your topic.

If your quiz helps people figure out their love style, create outcomes that tell them the best love style. In addition to that, use an image and create a 300 – 500 word deep dive into their result. It reinforces your expertise and allows them to see themselves in the outcome they got.

interactive quiz outcome image

It improves the chances of them sharing and increases engagement on the follow up emails you send.

Keep your target audience in mind when writing questions and answers.(recurring theme no?)

If you’ve been following along then you’ve already checked out your target audience and know who you’re talking to. Interactive quizzes are informal. Even if your brand isn’t adventurous, it’s a rare opportunity for you to loosen up.

Ask questions using words and phrases your target quiz taker would use naturally. If they would use contractions then you use contractions. If they describe carbonated water with food coloring as soda or pop then describe it the same way.

Go from easy to hard

Start your interactive quiz with easy questions so your quiz takers can warm up to your quiz.

Make sure your questions are clear and straightforward. This isn’t an eight grade English Literature test. Both you and your quiz taker want to leave the experience with a positive impression.

When it doubt, stick to questions that can be answered with yes, no, or maybe. You can also use agree or disagree as answers.

That doesn’t mean the questions should be boring. Start with an exciting question and end with an exciting question.

Allow your brand to shine

You want your interactive quiz to be a positive touchpoint between your audience and your brand. We touched on using language your audience would understand and allowing yourself to loosen up.

At the same time, you should avoid current pop culture references because it’ll limit the shelf life of your quiz. Instead, incorporate themes that are at the essence of your brand.

If you’re environmentally conscious then find a way to incorporate that type of question.

If creating lasting success is one of the pillars of your brand then make that a part of your quiz.

Your brand is unique and by associating with you, your audience uses you as a reflection of their self-identity. Reinforce the qualities that brought them to you in the first place.

Number of questions (7-10)

This is a hotly debated topic. Some sources say use seven questions. Some sources ten. We have our own data which we’ll release eventually.

image of interactive quiz questions

Until then, stick with between 7-10 questions. This is long enough to feel like you’ve asked proper questions and short enough to prevent fatigue.

This is a rule of thumb and you should by all means test it yourself.

Creating the lead capture page that converts quiz takers

This is the moment of truth. All your hard work will be paid off here – or not.

Remember that pesky 2-4% conversion rate most websites suffer from? This is where you get 10x that number on the conservative end.

There are two driving factors that make interactive quizzes for lead generation so powerful.

The first one is a psychological phenomenon known as the sunk cost fallacy. The sunk cost fallacy states that we continue an action because of the time and resources we’ve already invested in it. In this instance, the sunk cost isn’t much but you’re producing micro commitments with every answered question.

Have you ever started something and decided not to quit because you’ve already spent so much time on it?

The second driving factor is because the quiz is personal. You want the results because they’re for you and you alone. They’re not for John, Lucy, or Dave. By virtue of taking the quiz, most of the hard work is already done. With your lead capture page, it’s just to seal the deal.

How to craft the headline

We’ve written on headline formulas before so I suggest you check that out for a solid understanding of how to write a good headline.

With quizzes, you need to tie the lead capture page to the result they want to achieve. If they’re looking to buy a little black dress then you can say something like:

“Let us know where we should send your personalized little black dress recommendation”

I’m not a fashionista. Don’t use that heading. The point is, your ask ties it into the entire reason they’re taking the quiz. It works much better than “sign up for our mailing list.”

How to craft the description

The description reinforces the promise you made in the heading. Using the same example from above, your description can let them know you’ll send their personalized recommendation and give them tips to make the most of their little black dress.

How to promote your interactive quiz

You spent a lot of time and energy creating your quiz. It’s time to post it on your website and get 10,000 leads right? I wish.

It takes a tiny bit more work than that. There are countless ways to promote your interactive quiz and get tons of leads. We’ll touch on a few.

Facebook

Facebook has billions of users. You only want a teeny tiny portion. If you’re already active on Facebook then dropping your link in relevant groups is an easy win for you. Just make sure you preface it with an engaging description/comment before you place your link.

Tell the viewer what the quiz is about, what they stand to gain, and why it matters.

If you’ve got a few dollars then you can also create a post on your page and boost it. Remember, quizzes are built to be shared.

Twitter

Twitter is notoriously fickle. It can take you from zero to one hundred real quick. Share your quiz on Twitter multiple times while experimenting with different hashtags and mentioning relevant influencers. All it takes is for one person to start the movement.

Pinterest

Pinterest is built to send people to different – interesting – websites. The most important benefit is that a Pin has a much longer shelf life than almost any other social network. It can continue to get pinned over and over again.

Use a tool like Canva to make compelling images for your interactive quiz and share them in relevant group boards. This has benefits well beyond just your quiz. You can use the group boards you join to build your own following and promote other content.

Email list

This is meta. You’re using your email list to promote your newest lead magnet. The power in this approach is that your list will be much more willing to part with their email address. You can then resegment them and send better emails.

In addition to that, they’ll promote their results on their social media channels and help you get the word out.

Write a blog post about it

Another quick win is to write a blog post about your quiz and promote the post. Use it like a content upgrade to add more value to your post. You’ll continue to get traffic to the post and leads long after your initial push.

If you don’t have a lot of traffic right now, don’t worry, after an initial promotional push, the backlinks and traffic will come. Interactive content truly is epic.

Generating instant revenue from your interactive quiz

59% of shoppers who experienced personalization say it affects their purchasing behavior. 90% of them say they’ve bought on impulse while shopping online.

74% of online buyers say they get frustrated with brands who show them online results that have nothing to do with their preferences or purchasing behavior.

What does this mean for you?

The data is telling us that people want products and services tailored to their unique needs. They don’t want the ten thousand other products that could be for them.

Your quiz gives you enough insight to recommend a product right away. The only caveat is that you won’t be able to sell a high ticket item.

Enter the world of front-end offers.

A front-end offer (also known as a tripwire offer) is relevant to your main products but much cheaper. This could be a discounted game for your console. It could be a cheap Ebook that compliments your signature course. It can even be an accessory that compliments the little black dress.

There are two things you need to get right with a front-end offer.

It needs to be relatively inexpensive. This doesn’t mean cheap. If you’re selling $1,000 bags then it wouldn’t make sense for your brand to offer $5 bracelets.

The second thing is it needs to be relevant to the next product you plan on selling. The reason many people don’t see the benefits of front-end offers is because they’re irrelevant to the main offer.

If they buy a front-end offer that’s an Ebook on dog obedience, they probably don’t want a course on cat obedience. It sounds obvious but this is an important point.

If you use advertising to drive traffic to your quiz then the front end offer can offset some of your ad costs.

Marketing to your leads after they’ve opted in through your quiz

When you create your quiz correctly, the leads you get are segmented by outcome. Apart from getting the contact information, segmentation allows you to send better email messages.

  • Your open rates go up
  • Your click-through rates go up
  • Your revenue increases

Segmentation is like the holy grail of email marketing. Traditionally, it can be hit and miss. With quizzes, you get it right from the beginning.

So what do you do with those segmented contacts? Send them to a sequence that all your contacts enter? That would be doing yourself (and your contacts a disservice).

Instead, send them emails tailored to what they’ve already revealed about themselves. With KyLeads, you have the built-in ability to segment users based on their outcome.

We like to use what we call Humanity Marketing (HM for short). It’s simply the process of tailoring your marketing based on real human relationships. The result is you send better emails, get better responses, and generate more revenue.

It’s a little much to get into here, let’s look at a welcome email series you can use.

  • Immediate welcome emails that reinforce the core benefit they’ll get. Give a bonus if possible. Use this as an opportunity to tell a story.
  • Talk to the specific outcome they got from the quiz and provide a quick win relevant to them.
  • Instills buying beliefs (these are the things they need to agree with/understand in order to buy from you)
  • Continue building buying beliefs, show real-world examples, and if possible give a bonus/resource
  • Instill more buying beliefs and make a soft pitch for your mid-tier product
  • Final buying belief and an ask for a webinar/consultation/whatever makes sense to you that’ll move them to the bottom of the funnel to purchase stage.

This is a very general overview of how to email your new leads. It goes much deeper than this but we’re strapped for space. I’ll make sure to create a post that dives deep into this process.

Conclusion

There you have it, a quick rundown of how to use interactive quizzes to generate qualified leads for your business. The process is straightforward:

Choose a relevant topic that’ll appeal to your audience

Develop multiple outcomes that shed light on their personality

Create engaging questions

Promote it all over the place

Send emails related to the outcome they got through the interactive quiz

Interactive quizzes consistently outperform traditional lead capture methods. It takes a little bit of time to get it perfect. Once you do, it’ll generate leads for a long time to come.

Let me know if you’d like to add anything or if you hit any snags while making quizzes in the comments.

Thank You Page Marketing: 6 Hacks to Increase Engagement


Have you ever been on a website, saw an irresistible offer, got it, and felt disappointed in the thank you page?

Instead of continuing an incredible interaction, the relationship becomes sterile and transactional. The thank you page is an often neglected part of your website. It’s just something you have to create – right?

Not exactly. It’s a backbone of human interaction. Whether it’s receiving a gift or asking for a favor, there’s one thing we almost always say, thank you. For most of us, it’s a reflex.

When it comes to saying ‘thank you’ on the web, there’s no difference. Well, there’s one difference, you can generate revenue from saying thank you the right way.

How?

With your thank you page. They’re an important but overlooked way to continue the interaction with people who’ve taken your desired action.

By the end of this article, you’ll learn how to make thank you pages that create loyal fans, generate revenue, and produce tons of goodwill for your brand.

Let’s get started

What is a thank you page?

A thank you page is where your new subscribers or customers are taken after submitting their information through your opt-in form or sales page.

In simple terms, this is the page saying “Thank you for performing my desired action. Here’s what you should do next.”The thank you page is valuable because it acknowledges and confirms the action was the right one.

This taps into the psychological principle known as the confirmation bias. People look for signs and information that confirm their preexisting beliefs. They believe they made the right choice by taking your desired action. You let them know they’re right.

Moving forward, they’ll associate those positive thoughts with your brand. The entire process happens on a subconscious level. Below is an example of a what a simple thank you page could look like.

thank you page image

 

Types of thank you pages you should be using

There are many ways to go about crafting your thank you page. What you choose, will, of course, depend on your goals. Throughout the rest of this article, we’ll explore the different ways you can use thank you pages for maximum impact.  

Include a video on your thank you page

The fastest way to grasp something is by doing it. The next best thing is to visualize it. You can capitalize on this fact.

Videos give your audience something to do while waiting. Use this opportunity to confirm they took the right action as well as move them towards the next step in your funnel.

A simple introductory statement is all you need:

An email is racing towards you, check your inbox in a few minutes.  Meanwhile, watch the short video below.

Xcube Labs not only puts a video on their page, they convey a lot of information to their new subscriber.

The video doesn’t talk much about the white paper. Instead, it focuses on Xcube’s thought processes and principles when designing.

At times, people keep the confirmation and delivery emails delayed on purpose. That way, they won’t be distracted from the message on the thank you page.

Videos encourage longer dwell times and (mostly) have a positive impact on the person interacting with them. When they’re well crafted, it encourages them to dive deeper into your content.

Use a video marketing tool like Wistia to get granular metrics on the performance of your videos. The Longer someone stays on a page, the more engaged they are.

Types of video to use on thank you page

  • Welcome video
  • An informational video that tells them what to expect
  • Video that lets the subscriber know what the next steps are
  • Video that showcases a low-cost product

Try shorter videos and continue to adjust the content until you’re satisfied with the result.

Ask your visitor to subscribe to different platforms

Your primary goal with this tactic is to increase your following. This is the best time to take make a small ask because your subscribers will never be this engaged with you again.

Use this page to generate maximum results with minimum effort. Users have already shown they appreciate what you’re offering. Now is a great time to ask them to connect with you on social media.

You can ask them to:

  • Follow you on FB
  • Connect with you  on Snapchat
  • Subscribe to your YouTube channel for more content like this
  • Etc

Here’s an example from Pixabay.

We also do it at KyLeads.

Social media is a great place to spread the word about your brand. Your thank you page helps you build the following that’ll give you solid social proof.

Benefits of driving engagement to your social channels:

  • Provide promotion for your product.
  • A great avenue to connect with your new users/subscribers.
  • Users can share your link in their timeline.

Give subscribers limited time offers and discounts

The fact that you have subscribers means you’re doing something right. Make them an offer they can’t refuse. Or at least make one they’ll have to think about before saying no.

Offer them a limited edition discount voucher. Or maybe, get something that is exclusive to new subscribers. The idea is to provide incentives, and the main concern is to make it clear: it’s a one-time deal. It won’t be available again no matter where they register.

A one-time offer is used to increase sales by offering incentive’s that aren’t available anywhere else. The key is to make sure it’s not available through some other means.

If you slip up on that part, the people who took advantage of it will feel cheated.

For example, you can try selling your eBook at 25% off if the purchase is made from that page in a certain amount of time. Make it clear that the eBook won’t be available at that price point ever again.

If they’re at all intrigued with your offer, you just gave them a solid reason why they should be paying for a product right away.

Tips on when to use discounts on thank you page and how to structure them

  • Look out for a product to sell from the thank you page that’s similar to what the user is registering for.
  • Be honest regarding the ideology that this is the cheapest you can purchase your product (that means don’t offer the same thing cheaper somewhere else).
  • Incentives play an important role. Try to make them as exclusive as possible for the subscribers on your thank you page.

Check out this example below.

The experiment thank you page with coupon code

If you dial in the offer correctly, you have a buyer coming your way.

Get subscribers to fill out a survey

Prepare a quick and short survey. Present it to the people who just signed up by placing it on your thank you page. Since they’ve already taken one of your desired actions, they’re more likely to do it again.

Pro tip: Ask the user to fill the survey to unlock a free e-book or other bonus.

There’s a reason you do this. When someone subscribes to be a member of your audience or buys something, you only have a finite amount of information about them. Sure, you could segment based on what they downloaded or bought, but why not ask them to segment themselves.

In your survey, you can ask many questions:

  • How did they find you
  • What they’re trying to accomplish
  • What they do for a living
  • Etc etc

This will give you deep insights into who’s visiting your website. There are many popular survey tools like SurveyMonkey or Slamingsurveys. We’re also building in the ability to survey with KyForms – stay tuned.

But always remember, there’s a fine line between asking your customers to take a survey and irritating them.

The above example shows you exactly how to use a survey on your thank you page.

Here are some quick tips to make an effective thank you page survey:

  • Keep it short and simple.
  • Ask direct questions.
  • Where possible, stick to multiple choice questions.
  • Ask one question at a time.
  • Ask questions they don’t have to think too hard to answer (instead of “describe your ideal day,” ask “are you looking to improve x”)

Send users to helpful links

Your subscribers went through your content and subscribed. They love what you’re doing. Now, give them more of what they want. It’s the best time to showcase your other products/featured content.

Here’s how you can do this:

Create pages that highlight the most useful content on your website. Divide it into different sections.

For example, if you have a fitness brand, you can group the links by:
–              Strength training
–              Cardio
–              Healthy eating

Add a short description and link to these useful resources.

Note: You should already have the categories through your blog. All you’re doing is curing the best in each category.

Take a look at this example from ByRegina below.

thank you page by regina

The main premise is that users have already opted in to get more content. Why make them wait? Showcase the best you have to offer right away.

Display testimonials

Payments done online are a bit different from the traditional market. Mainly because it’s less concrete and more threatening. That’s why trust is essential.

One of the fastest ways to gain trust is by showcasing what other people are saying about your brand. Remember the confirmation bias? If done correctly, this will add value and reduce buyer remorse.

Here’s an example of this in action:

This will help reinforce the positive feelings they’ve already associated with your brand.

People won’t hesitate before buying if they trust you. Whether they stick around is another story.

Conclusion

The whole point of customizing a thank you page is to make your funnel more efficient. In other words, it’s meant to continue the process of building a meaningful relationship.

What we’ve given you here are a few ways to get started. Some techniques will work better than others. The key is to keep testing until you find a winner.

Thank you pages are, most of the time, underused. Figuring out your thank you page may result in a huge upside if done correctly.

Let us know about any techniques you’re using in the comments section.

18 Website Optimization Mistakes You’re Making (And The Fix)

Website optimization mistakes are everywhere.

The internet is an unforgiving place.

It’s also interesting in that there’s a lot of information freely available.

  • Your public library makes you pay for a card (and late fees)
  • You have to buy physical books
  • You need to pay for the good shows (HBO and Netflix)

People on the web don’t like to pay. Trust me, I run a SaaS company. We jump through hoops to keep our customers happy.

I digress.

Denizens of the web don’t pay with fiat currency; they pay with something more valuable – attention.

It’s almost impossible to capture the attention of web surfers. Once you have it, the fight to keep it is epic. You need more than a few sentences and a WordPress installation.

How does that affect you?

Website optimization is the process of improving key metrics important to you. Those metrics are different for everyone. Anything that distracts your visitors will kill your website conversions. When people notice, they’ll run away – never to return.

Your desired action isn’t on their mind.

There’s a light at the end of this tunnel. Most website optimization mistakes, with a little planning and foresight, are avoidable.

Let’s dive in.

1.     Crowded top menu

The most important areas of your website should be accessible within three clicks. This applies no matter the page someone lands on.

It’s been taken too literally. Webmasters seem to think every page is important. They’re not.

A subcategory of a subcategory of your services should NOT be in the main navigation menu. Rather, the link should be on the relevant category page.

Here’s an example of a crowded top menu.

AWS menu

In the above image, taken from Amazon Web Services, the menu is full of options. A casual browser wouldn’t know where to start. If they’re not motivated, they’ll bounce right off the page.

I bounced right off the page.

What’s happening here?

It’s simple; the human brain is a lazy contraption. It always takes the path of least resistance and minimal energy consumption. It’s in passive mode, also known as cognitive ease.  You need a conscious effort to move it into active mode which causes cognitive strain.

Do you think your visitors are going to exert that kind of energy for you? No.

The Fix

Preempt this scenario by streamlining your menu to the bare minimum. Every business is different so I won’t tell you what to put in your main navigation. Instead, I’ll give you a few general suggestions:

  • About (optional)
  • Contact
  • Pricing
  • Services/products

You can get away with one or two more menu items. Not many.

You also shouldn’t have many drop-down options. No dropdowns from dropdowns. That’s just tacky.

The extra menu items you’ve removed need to go somewhere.

For example, you streamline the menu item “about” which had the drop-down items:

  • Story
  • Team
  • Values
  • Mission/vision

When they click on the about page, you talk about what your customers will resonate with the most. You still give them the option to explore the other menu items on the about page. Here’s an example from Unbounce.

Unbounce navigation example

2.     Marketese

“Industry leading omnichannel solutions to help you send the right message, at the right place, at the right time.”

Source

Say what?

Let’s try that again.

“The best way to communicate with your customers in the places they find most convenient.”

Ah, that’s much better.

Marketese holds a special place at KyLeads. We hate it. You know how you have a favorite sports team and that sports team has a strong rival? Even the colors they wear can set you off.

That’s how we dislike marketese. It doesn’t do anyone any favors. It stems from multiple places:

  • Copywriters who don’t have a clue
  • Business owners who don’t have a clue
  • That intern without a clue

The end result is the people they’re talking to tuning them out. This goes back to the first point. We don’t have the mental bandwidth to decipher your message. If it’s not clear then we’re not going to give it the time of day.

Source

Marketese is your enemy. Nothing can happen unless you’re understood. You can’t be understood until you speak the language of your prospect.

The Fix

What can you do to make it better?

The good news is marketese has, possibly, the simplest fix. All you have to do is talk like a real human being.

  • Remove all jargon
  • Remove all buzzwords
  • Kick out technical speak
  • Appeal to the emotions.

This is easier said than done. It takes practice. Remember, people make decisions based on the way they feel. The logical part of our brain takes a backseat in the process.

Don’t believe me? Science has proven it.

making decisions gif

Source

3.     Convoluted message

A convoluted message follows on the heels of marketese. They’re similar but different. A message suffering from marketese is convoluted. All convoluted messages aren’t marketese.

Just like all mothers are women but not all women are mothers.

Put another way, you can talk like a human but still fail to communicate.

How do you know if your message isn’t clear?

Ask yourself a few simple questions:

  • What am I selling?
  • Who am I selling to?
  • What’s the major benefit?
  • Why should they choose me over a competitor?
  • How have I handled objections?

Now, these questions don’t only apply to items you make money from. The same is true for messages designed to get email addresses or anything else.

They’re all transactions.

They’re easy for you to answer. Ask someone who doesn’t have a clue about the product if they understand what’s going on.

Do they give you the same or similar answers you’d give?

If they do then congratulations, your message is clear. If they’re way off or have no idea then congratulations, your message is convoluted.

The fix

The fix, like most things in life, is simple.

The first step is to highlight a clear benefit. This should be one of the first things a visitor sees when they land on your page.

Distruptive beneift driven headline

Disruptive Advertising mentions two benefits. Spend less AND beat the competition (though, we’re not fans of having two promises).

The second step is to boil down what you’re selling into a simple statement. The more direct it is the better.

Struggling to hire is not why people start businesses. They do it to share their craft, provide for their families, and contribute to their communities. Struggle no more, we are here to help.”

I love the offer from Proven. It’s visceral. It works.

The third step is to push all your benefits through the “and so what” test. The “and so what” test makes sure you have real benefits.

  • It’s made with cotton

And so what?

  • Ehn (yea, not a real benefit)
  • It’s made with stain-resistant fibers

And so what?

  • So you can wear your clothes and forget about spills or doing the laundry this weekend.

That’s much better.

The fourth step is to own up to challenges that’ll form objections. For example, a common objection is that your prospect doesn’t have time to take a course. You can acknowledge that and let them know you’ve prepared the course in five-minute videos that are self-paced.

The last step is to talk like your prospects.

A few days ago  I was trying to figure out what those things that show up in Google results below the website are called.

I had no idea where to start. I just typed in a random query I thought would yield results “the navigation links that show up in Google results.” Much of what I got back didn’t tell me if I was on the right track. Then, one website mirrored the language I used. I knew I was in the right place.

That’s the same effect mirroring your prospects language will have on your conversion rates.

After you’ve followed these steps, ask another person to take a look. Are their answers closer to yours this time around? Rinse and repeat as needed.

 

4.     Formatting that’ll make you cringe

I’ve written a half a dozen books. A few of them were about specific business insights. Others were fiction.

With all of them, formatting was important – very important. It’s the difference between someone reading cover to cover or dropping it on the first page.

Content with poor formatting is intimidating – especially on the web.

What’s the big deal about it?

How does it affect conversions?

Let me ask you. How would you feel if the fifteen hundred words you’ve read up to this point were in one long block of text?

An uninterrupted string of words is far from ideal. As a reader, you can’t scan the text, decide on the most important information, or even hold your space.

For the content creator who’s looking for a conversion, you can’t take advantage of the way people read online.

In multiple eye-tracking studies, it was discovered that people read information in an F pattern.

f Shape reading pattern

With proper formatting, you can put the most important information right in the path of their gaze.

The Fix

Web formatting is kind of a big deal. It’s what determines if people will read what you’ve created or not. Here are a few insights that’ll help:

  • Use headings to break up the text every three to four hundred words
  • Have a clear visual hierarchy
  • Paragraphs should be three lines or less
  • Bold important information (don’t go overboard with this one)
  • Use numbered lists or bullets to break up text
  • Use relevant images to break up text (the key word here is relevant)

Put the most important information on the path your users will take. If you’ve got an offer or call to action, place it in the proper place on the page. Remember the eye tracking image from above.

5.     Navigation links on landing pages

We learn every day. I’ve known this tidbit for a few years. No navigation links on landing pages. That doesn’t mean the rest of the world knows it.

I’m always surprised when I see this mistake being made.

A landing page, in this context, is a page built for the specific purpose of compelling a visitor to take your desired action.

That is all.

It could be to:

  • Sign up for a free trial
  • Download an Ebook
  • Sign up for your mailing list
  • Purchase something

The desired action doesn’t matter. What matters is the focused nature of the page.

A single goal.

Extra links that don’t contribute to your goal are to be pruned ruthlessly. No exceptions.

I searched Google for an email marketing tool.

Gogole results for nav links

I clicked on the ZeroBounce link which took me to this page.

Zerobounce landing page links

They’re falling into the trap of sending most of their visitors to the homepage. Not only that, they’ve allowed me multiple opportunities to leave their page.

Landing pages tend to be difficult to leave or land on. That’s intentional. Once your visitors is there, it’s either they take your desired action, leave your website, or go back to the previous page.

Don’t get this part wrong.

The Fix

Remove navigation links in the header. Also, if your logo is visible on this page, make sure it’s not clickable.

Intercom landing page image

The landing page above is from Intercom. If you land there either you start your free trial, exit the page, or press back. There’s no escape.

6.     Poorly conceived headline

Headlines are part of the backbone of your page, opt-in form, or ad. David Ogilvy, in Ogilvy on Advertising, said 5 times as many people see the headline as the body copy.

If you get 1,000 people to read your copy that means 5,000 people saw your headline. It makes sense to spend time tweaking it.

 

classic headline copy

A good headline is different from clickbait.

I was subscribed to the mailing list of a popular SEO practitioner who will not be named. He used the most sensational headlines to get his emails opened. When I’d open the email and click through to the page, I’d be left hanging.

What took me there and what I saw were always different. That’s also a problem with message match which we’ll touch on later in this post.

I fell for it about three times. After that, I ignored his emails and later unsubscribed. I also reported him as spam – something I almost never do.

I felt misled. I’ll never trust him again.

So how do you build mouthwatering headlines that entice your readers without misleading them?

The Fix

There are a lot of headline formulas. I’ll touch on them in a moment.

First, the elements that make great headlines:

  • Clear benefit
  • Taps into our curiosity
  • Creates urgency
  • Emotional words
  • Power words
  • Specific (that could be numbers or an outcome)

You won’t use all these elements in every headline. Aim for one or two. Now, on to a few headline formulas you can use.

  • [Product Name] is a [product category] that [different thing it does best]

This one is commonly used by TechCrunch. Nice and clear.

Fitness app: Tep is an adorable fitness tracking app that works like a tamagotchi.

  • They All [Did Unpleasant Thing] When [Unexpected Thing], But When [Ideal Result of Using Unexpected Thing]!

Selling stationery: “They all laughed when I said I’d host the shower, but when they saw the invitations!”

Selling art school: “My dad didn’t say a word when I told him I was going to art school. But when he walked into my gallery!”

  • Who Else Wants [Most Desirable Outcome or Benefit]?

Fitness: Who else wants to look great naked?

Real estate: Who else wants that classic neighborhood experience?

  • The Only [SEO Keyword Phrase] Made Exclusively to [Most Desirable Outcome or Benefit]

Ski vacation: The only ski vacation designed exclusively to turn beginners into pros

Invoicing software: The only invoicing software made to do your billing for you.

  • The only [product category] that doesn’t [objection or anxiety].

The only car that doesn’t require gas or electricity.

The only online course that doesn’t require hours of your time.

Check out this post for a complete list of headline formulas.

Swiped.co is also a great place to get inspiration for writing headlines.

7.     Too many options leading to different end results

The human brain can handle roughly 110 bits of information at a time.  Conversations require 60 bits of processing capacity. Reading or writing requires the same.

Every option you add to your website takes a few bits of information to process.

In psychology, there’s a phenomenon referred to as the Zeigarnik effect. It states people remember uncompleted or interrupted tasks better than completed ones.

How does that apply to the options on your landing page?

Yea, no one is going to look through 105 coffee mugs.

Every option you introduce – like start a free trial, sign up for our mailing list, get 20% off – is another incomplete task. Each one is eating into the 110 bits of processing capacity we have.

Not only that, each option produces a larger opportunity cost. If they decided to go with 20% off then they can’t take advantage of the free trial.

website optimization mistake - choice meme

These are just the options on your page. There are still other options available in the wider market.

Barry Schwartz makes a compelling argument in his book The Paradox of Choice. The more options we have the unhappier we are.

Why?

Because we have to give up much more to make that choice.

The fix.

I’ve stated it before. The most elegant solutions are simple. Get rid of all your extra options. Focus your landing pages, opt-in forms, and any other conversion devices on one goal per page.

The action doesn’t matter. The important part is your focus.

All the images, videos, audio, headings, and text should also reinforce your overarching goal. If not, get rid of them.

focused landing page image

This page is focused.

8.     Image sliders

Image sliders equal too many options.

They’re deceptive. They’re beautiful. They allow you to shorten the page. They deliver visual stimuli.

image sliders example

They’re one of the most annoying website optimization mistakes.

I know, we’re visual creatures. Facebook posts with images get as much as 2.3x more engagement.

Instead of a single call to action above the fold, you have two or more. Your visitor won’t click on the first option because they want to see what else you’ve got.

What if they’re all enticing?

Your visitor will be stuck. They may click or they may not. No one knows. You’re also forcing them out of their passive interaction with the world. They have to make a conscious decision.

Why would you do that to them?

Make it easier on them by offering one choice. They’ll know if they’re in the right place and you’ll know if your value proposition needs tweaking.

The Fix

No image sliders.

They slow down your website, introduce complexity, and damage conversions. You don’t need them. If you’re keen on using images then choose a good hero image.

Use images in other parts of the page. Don’t incorporate them into a slider. I’m asking nicely here. Please don’t do it.

Look at the KyLeads beta launch page.

Kyleads beta page

The focus was 100% on the message. No sliders, no images, and a simple background. The call to action was prominent and our conversions were consistent.

9.     Stock photos

I’ve got nothing against stock photos. We don’t use them much – if at all – on KyLeads. I understand some websites will benefit from them. There are some instances when you should avoid stock photos.

  • All images of people using laptops right on the beach.

You can’t see a thing – the glare is too bright. I also prefer to swim or make new friends. I guess I’m weird.

  • Stock images in testimonials

You’re using testimonials to increase credibility – right? Why would it ever seem like a good idea to use a stock image there? That’s an image you can buy off the internet. Did you also buy that testimonial?

Any goodwill associated with your testimonial will be destroyed the moment people realize you’re using a stock photo. A lot can be forgiven. Lying about results cannot be.

  • Free stock images

If you’ve been around the internet for a while you’ll know them. Even if you’ve been browsing a lot of websites in the same space, you’ll notice them. There are a few stock images that are nice, but have been used to death.

They’re usually listed on unsplash.com pexels.com or any of the other high-quality free photo sites. Stay away from them. If you’ve got to use stock images then at least shell out a few dollars to get the legit ones.

Note: I mean stock photos on sales pages or product pages. You’re free to use them on blog posts.

The fix

Stop using stock photos altogether. This is our preferred method. We don’t use stock photos. We don’t use them on our landing pages, our blog posts, or anywhere else. The closest you’ll get to a stock photo here is a meme.

Like this one:

meme example

Those don’t count. The world loves memes. This was a decision we made early on. All of our imagery is designed. If it’s not designed then we took them ourselves.

If you can’t invest in a designer then take images yourself. You have a smartphone. Most of the world does.

The last fix is to ask your customers to take pictures. User generated content (UGC) is amazing. It works wonders and is built in social proof.

ASOS – a popular online retailer – does this all the time. Their customers take images, post them to Instagram, and tag ASOS while using a special hashtag. ASOS uses them all over the place and reinforces the credibility of their brand.

You don’t have to be a fashion retailer to tap into user generated content. A home window repair firm increased conversion rates 30% by switching out a stock photo for one their customers took.

Image of window repair before and after

Why?

Because it was obviously authentic (authenticity is a post for another day).

 

10.     Message mismatch

How would you feel if you saw an ad like this one:

That led you to this page:

You’d be confused, annoyed, and maybe leave the page. That’d be a natural reaction. What brought you to the page isn’t what you’re seeing.

From what was written on the ad copy, you’d expect to see a few once in a lifetime deals. Instead, you’re taken to the homepage.

I can’t find any of the supposed deals.

The imagery is different.

The colors used in the ad and the page don’t even tally.

In essence, there’s nothing tying me to the ad I clicked and the page I landed on. That’s what it means to have a message mismatch.

Message match is when what brought someone to the page matches what they see on the page.

So how does that affect your bottom line?

Imagine if you saw a Coke ad in your Facebook news feed. They’re talking about a contest they’re running that allows you to travel the world with three friends. Cool. It’s Coke. They can afford something like that.

They use their characteristic red and smiling faces.

When you click on the ad, you’re taken to a landing page that talks about the competition. The only thing is there’s a bunch of blue. Coke’s red is missing.

You may brush it off. More likely, you’ll do more research to make sure the contest is legit.  Apart from that, the chances of you parting with your personal information just fell by a large margin.

When you’re crafting landing pages that are built to convert, the mismatch is anything but obvious. Only 48% of marketers build a new landing page for each marketing campaign.

The other 52% of campaigns are dumping users on the homepage or landing pages optimized for something else.

The Fix

It’s easy to slip into message mismatch. You’re close to your products and services. You know what they’re SUPPOSED to do and be.

Your visitors aren’t in your head.

Any whiff of inconsistency is greeted with suspicion and doubt. Can you blame them? The internet is the modern day Wild West.

The best thing you can do to avoid message mismatch is to keep your headlines consistent, your colors the same, and the imagery similar.

That doesn’t mean your ad headline needs to be exactly the same as your landing page. In many cases that approach is detrimental.

This is the ad.

This is the landing page.

MEssage match for front app

In the above example, the ad and the landing page have similar wording, a consistent design, and the same colors. There’s no doubt in the prospects mind that they’re on the right page. The only thing left is to read the copy and sign up.

  • Choose keywords to use in your ad/social post/ search results you’ll repeat in the headline of your page
  • Use the same colors
  • Take advantage of similar imagery
  • Use the same tone

 

11.     Testimonials without a backbone

We know testimonials increase conversion rates. They’re a way for a third party to back up your claims. What most people don’t know is there’s a right way and a wrong way to use testimonials.

Some just aren’t up to par.

They don’t have a backbone.

As I mentioned a few moments ago, the internet is like the Wild West. People have their bullshit detectors turned up to full power.

Testimonials are meant to highlight specific results your customers get by working with you. Vague testimonials like:

“I became happier after I went through the program.”

Won’t cut it.

“After taking the program, I have been able to spend more time with my family, haven’t had a panic attack in three months, and have peace of mind when I sleep at night.”

The second testimonial points to specific ways the customer has become happier.

Yes, they work with you to be happier. They need help painting the picture of what happiness looks like.

Did you know the better you articulate the transformation your products create the more you can charge?

I digress.

Testimonials from real customers are the best way to paint that picture.

The Fix

Testimonials are there to create trust between your business and a potential customer. To do that, the testimonial itself needs to be trustworthy.

Here are a few ways to make that happen:

  • Include the full name of the customer
  • Link to the customer’s social profile or website
  • Add an image of the customer
  • Use a specific result (my business improved won’t cut it. Try, our conversion rates improved by 30% in 21 days)
  • Address a specific objection you know your prospect has.
  • Don’t over edit.

Marie Forleo has an entire page on her website dedicated to testimonials.

12.     Auto playing music and videos (or any weird noise for that

matter)

This isn’t the mid 2000’s. Your website isn’t Myspace. No one wants to be subjected to your music preferences. We also don’t want to watch your video without warning.

When I asked the Inbound.org community about what website optimization mistakes they disliked, there was overwhelming consensus that auto playing music and videos suck. Chimes and other miscellaneous noise came in a close second.

Inbound org discussion 2

#1) I echo Zack and Alex about anything that makes a noise. There’s nothing that will get me to close a tab faster than that. My interest will hold through an instant popup, but play me any sound on your site and I will have forgotten that I was ever interested in the first place. Notable culprits:

  • Video
  • Song that plays in the background
  • Chat box that dings, chirps, or beeps to get your attention
  • Audio sound byte of someone’s voice

There are no words to describe how much I hate a website that plays sound when I didn’t ask it to.

#2) I instantly close the pages where instead of giving you the full article, you have to click through a slideshow of all 15 tips or tricks or photos or whatever–so you only see them one at a time, and you have to wait for all the ads to load. (While this is brilliant at reducing bounce rate and raking in ad revenue, I loathe the sites that do this and refuse to give them a moment of my attention.) 

This sums it up well.

The Fix

I know this may be hard for some. You’ve heard that videos can almost double your conversion rates.

They shouldn’t be forced on your users. The internet is a democracy. People vote with their time and attention. Let them choose.

That’s when you unlock the impressive conversion rates associated with video and other rich media. Not before.

Turn off video auto play features, chimes, and audio playback.

 

13.     Creating in a bubble is one of the biggest website optimization mistakes

In business, there’s a time between when you start creating and when you receive the first bit of feedback. I refer to it as The Desert.

The first piece of feedback is The Oasis. The intervening periods are the hardest.

You don’t know if people like what you have, want what you’re making, or are willing to pay for it. You’ve no idea what changes to make and which features to keep.

What happens here can be forgiven. You’re making a lot of educated guesses and working off of assumptions. Welcome to Business 101.

It’s what happens after you’ve arrived at The Oasis that can kill you.

Your customers and visitors are telling you what you need to know all the time. They tell you on social media, support inquiries, and website actions.

These customers are saying it loud and clear. Improve your service.

Whether you take that feedback and improve is a different story. If you do then you have the potential to not only increase your conversion rates, but build a brand your customers love. If you don’t then, well, good luck.

The Fix

Create feedback loops and monitor social media.

How do you do that?

There are many tools that’ll help you set up a feedback loop. You can simply send an email to your customers after they purchase. Wait a few days so they can use it but not so long that they forget about you.

Here’s an example of a great feedback request email.

Not everyone will respond to your feedback request. That’s expected. There are other ways to understand where you can improve.

  • On site surveys (really good way to get insights).
  • Social media monitoring.

Use a tool like Qeryz, Qualaroo, or Hotjar to create on site surveys.

You don’t need to ask a hundred questions to get what you need. Here are a few to get you started:

  1. How familiar are you with (insert brand name)
    • Very familiar (been to this site many times)
    • Familiar
    • Not very familiar (This is my first time here)
  2. What’s happening in your life that brought you here today?

(text field)

  1. Were we able to give you a solution you’re happy with?

(text field)

The first question gives you insights about stage of awareness. How much do they know about you and your product? The second question gives you voice of customer insight. You’ll learn how your prospect describers their problem, the referral sources, and potential lead magnets.

You may find out many of your prospects are coming from Facebook which indicates lower end awareness. For them, you could create a lead magnet campaign and drip out educational content about their problem, your solutions, and why you’re the best brand for the job.

Play with the questions until you get the insights you need to improve conversion rates.

The last part of the fix is social media monitoring. Many times, people will take to social media to complain or praise you. They don’t always tag you. It’s your job to find out what you’re doing right – and wrong – then act accordingly.

social media feedback 2

This is how social media interactions should go.

You don’t live on social media. Neither do we. To catch all the mentions of your brand – both good and bad – would take too much effort. For that, you have Mention.com.

Just like the name implies, it’ll help you monitor the internet for mentions for your brand.  

Use these three sources of feedback to build products your community loves.

14.     Bland calls to action and multiple calls to action

Without a call to action, there’s no conversion. Without conversions, your website is useless.

A common misconception is that people, after reading your excellent copy, will know the next action to take. The written word is easy to misinterpret.

The Bible was written 2,000 years ago. It’s a series of books. Each one has a different aspect of the same message. Over time, it’s been interpreted in many ways.

The crusaders used it to wage war.

Catholics used it to kill off Protestants.

Unscrupulous individuals have used it to systematically oppress other groups of people.

At its core, The Bible is a book that preaches love. That’s all. There’s no clear call to action after every book. Since it’s been left open to interpretation it has been interpreted by whoever, however, and whenever.

I digress.

Your call to action is the catalyst that propels your prospect to move. Without it, you may get your desired results or you may not. It’s up in the air.

Why would you slap any old text onto one of the most important elements of your conversion device?

I don’t know the answer either.

My personal favorites:

  • Subscribe
  • Buy
  • Download

What am I subscribing to?

What am I downloading?

What am I buying?

Are you seeing the problem yet?

The Fix

Calls to action clarify the next step. It leaves nothing to chance. Or rather, it reduces the amount of interpretation required.

Remember, anything that can be misinterpreted will be.

The fix is to clearly state what you want your user to do. The call to action doesn’t need to be a standalone device.

Put another way, you don’t need to fit everything into a button or hyperlink.

The only goal is to make the next step crystal clear.

crazy egg call to action image

In the above image, Crazy Egg got it right. They stated the main benefit of their service, let you know your commitment (30 day trial), and used interesting language to prompt the next step (show me my heatmap).

They’re framing you as the owner of the heatmap. As humans, we work harder to keep things we own than we do to acquire new things.

That’s why people will work 10x as hard to keep their home as they will to buy a new one.

Everything in Crazy Egg’s short copy supports the call to action. The button itself reveals how the service will deliver its promise and what you’re going to do in the next step.

Bob B CTA

The above image commands the user twice. The first command is in the pre header text “Enter your email address”

The second command is on the button “sign up and reserve your spot.”

As soon as you fork over your email, a spot is reserved just for you. How much clearer can it be?

 

15.     Leaving objections unanswered

There’s an objection for everything. It doesn’t matter how awesome the offer is.

I invited two of my friends out for a night on the town Everything was on me. One of them, a guy, didn’t hesitate to accept the invitation.

The other one, a lady, wasn’t so fast to jump on the train.

At first, she didn’t have any clothes to wear. I told her to put on a little black dress (she has a lot of them).Then she remembered she had to wake up early in the morning. I promised to get her home in time.

After that she claimed she’d already gone to most of the places in town. I assured her we would hit a few of the newer spots.

We went back and forth like this for a while. I patiently fielded every one of her objections. Some were legitimate, most weren’t.

You’re probably wondering why I spent so much time doing this when I was taking all the risk. It’s because I wanted to hang out with her. She’s a good friend.

I want to build a sustainable business even more. Most people don’t spend a fraction of the time I did addressing customer objections. It’s killing website optimization efforts.

Source

Some objections are legitimate. Some aren’t. All of them can derail a conversion. Don’t leave it to chance. If you ignore the elephant in the room then you’re inviting trouble.

You come off as if you’re hiding something. Are you? I didn’t think so.

The Fix

Be honest.

Acknowledge the hard parts contained in your offer.

Sure, some people aren’t ready to put in the work, energy, or part with their money. You don’t want them as customers.

They’ll hog your support lines, ask for refunds, and spread bad reviews about you. If you have customers like that then fire them.

If the product is expensive, acknowledge that and let them know why. You don’t use genetically modified organisms throughout your supply chain and believe in free range produce. It costs more so the end product is more expensive.

If they’ll have to put in work then let them know.

Though you’re honest, you don’t have to paint yourself in a less than ideal light. I said honest, not foolish.

There’s a difference between saying you’ll have to wake up at the crack of dawn and you’ll have to wake up earlier than you’re used to. There’s also a difference between saying most people will flat out fail and we have customers who’ve not achieved the results they’re after.

The better part of valor is discretion.

16.     Asking for more information than is absolutely necessary

The world is privacy centric. We live in an age of big government and big data.

Nobody wants to give away more information than is absolutely necessary. You don’t want Uncle Sam or the Big G to have your data (they do but that’s the subject of another post).

A long form staring your prospect in the face is bad.

They’ll wonder why on earth you need so much information. The end result is your form doesn’t get filled out, your product doesn’t get bought, and you’re out a conversion or two.

HubSpot and Canva got together to create a useful design resource. It contains almost 200 templates to make ads, social media posts, blog images, etc.

They’re on the right track. They’ve made a lead magnet their target market wants and needs.

They fumbled on the form.

hubspot and canva resource

I don’t know about you but I’m not filling out that form to get a few templates. I can get the same thing for much less elsewhere.

Long forms scare people away. There are better ways to get the information you need to segment your contacts.

The Fix

There are multiple approaches.

  • Shorter forms

The easiest fix is to shorten your forms. If you’re asking for 10 fields then reduce it to four. If you’re asking for a hundred then try asking for only twenty.

I know it’s easy to say.

Let me ask, do you need all of that information? Isn’t there another way to get it? Can you ask them questions throughout your email drip sequence? Can you make informed decisions based on the kind of content they interact with?

In the end, most of your lead generation forms should look like this:

This form is for registration. It asks for your name, email, and password. That’s as short as it gets.

For checkout forms, unless you’re shipping a physical product, you don’t even need to ask for their address. I know – blasphemy.

What are you using it for though?

  • Break long forms into multiple pages

If there’s no way to shorten your form and it’s over five fields, consider breaking it into multiple pages. This makes it less daunting for your visitors to part with their information. You never show more than a few fields at any given time.

Seal the deal by adding a progress bar to the top of your form. You can also use the information they filled out on the first page (always ask for name and email here) to follow up with them if they abandon the registration process.

  • Interactive lead generation devices (E.G. Quizzes)

I may be biased because we give you the tools to create high converting quizzes. That notwithstanding, they’re an awesome lead generation device.

Quizzes tap into multiple parts of our psyche.

  • They appeal to our narcissism because they give us the opportunity to learn more about ourselves.
  • They appeal to curiosity because you don’t know exactly what they’ll tell you.
  • They appeal to our Ego because we can share them on social media and amass positive social proof.

Not only that, they give you, the owner of the quiz, a way to get the right information without presenting your visitors with a pushy questionnaire.

 

17. You’re not using specifics

What sounds better?

  • Last week 1345 joined the SuperFit Revolution.

Or

  • Last week over 1000 people joined the SuperFit Revolution.

The first example has a ring of authenticity to it. The numbers come off as legit. You don’t get the same impression with the rounded number.

Most copy on the web isn’t specific. They speak in vague platitudes and marketing jargon. It’s not their fault. They didn’t know any better – until now.

The Fix

Get as specific as you can – then get even more specific.

What do I mean?

Alright, let’s say you have a few hundred subscribers. At first blush, you may want to round up and say “Join five hundred people who get our weekly emails.”

It’s more effective to say “Join 483 people who get our weekly emails.”

There are many ways to ad specifics to increase your conversion rates. A few of them are:

  • Case studies

In this post on Blogging Wizard, I shared the strategies I used to grow my email list almost overnight.

Readers were hooked. Many joined my mailing list.

  • Statistics

Nothing is more effective than a stat. We’ve created a beautiful resource that focuses on conversion rate optimization statistics. It’s been linked to, shared, and otherwise used all over the internet.

Part of the reason is because it’s beautiful. The other part is because it’s full of cold hard facts.

Facts serve as references after the conversion action, add credibility, and keep your user in passive mode.

Use them.

  • Exact details

Listen to a master storyteller. I don’t mean a writer – those count too – I mean an oral storyteller. Sit down around the fire and listen to them paint the picture with their words.

They set the scene masterfully. Yes, they may tell you what Johnny was wearing. That’s not where the magic lies. They’re masters because they tell you what Johnny was wearing, where he was, what he was doing, how he was doing it, and how he felt while it happened.

They give you enough details to feel the wind on your skin, smell the world in your nostrils, and most importantly, to experience everything Johnny experiences.

You don’t have to tell a story. You do need to add the details.

“Download the 10 chapter, 138 page, guide on conversion optimization.”

The devil resides in the details. Take advantage.

18. Load times

The final website optimization problem. Don’t be fooled. Just because it’s last doesn’t mean it’s not important.

There have been multiple studies about how site speed affects your conversions. This one from Soasta, and this one from Section.

They all arrive at similar conclusions. The slower your website, the greater negative impact it has on conversions. Think about how you use the internet. You’re wandering through half a dozen sites at any given time.

If one of them refuses to load what do you do?

Do you wait for it?

Not likely. If you’re like me, your friends, and the rest of the world then you’ll close it and look for the information elsewhere.

Load times kill your conversions for two major reasons:

  • It’s a horrible first impression
  • People never get to see all the other things you worked so hard on.

Together, people never see what you’ve created and they don’t give you a second chance to show them.

The Fix

There ae multiple ways to fix load times. Some of them are easy and some of them are super difficult. I’ll touch on a few and give you resources to further your education.

  • Don’t load content (Images, videos, audio) until your visitor interacts with it.

For example, you won’t load images halfway down the page until your visitor scrolls that far. That’ll save you a lot of bandwidth, especially if you use image heavy content. For WordPress you can use a plugin like Lazy Load.

  • Turn on compression.

This page is well over 100kb. That means it’ll load more slowly. Before getting to you, it was compressed and sent over. The end results is reducing the time it took to download (let me know how it did in the comments).

A simple tool to make it happen is Gzip.

Don’t worry, the majority of browsers can support compressed files.

  • Cache static files

When someone visits your website for the first time, they have to download a lot of components. When you enable caching, many of those cached components are stored on their hard drive. The next time they come, they only need to download a fraction of those elements.

Here are a few useful tools for caching:

  • Wp Rocket
  • Wp Fastest cache
  • W3 total cache

Now, here are a few tools to check the speed of your site. They give you great recommendations if you’re not up to par.

Speed up your site. Then do it again.

Over to you

We’ve moved through the minefield that is website optimization. One wrong step can spell disaster.

Even if you do most everything right, you may not get the results you’re looking for. It sucks I know. Keep an eye on the 18 conversion killers we’ve covered in this post.

Of course, there are more items that could be added to the list. These are the most common and the most dangerous. If you can find and correct them then you’ll be well on your way to hitting a conversion rate most websites only dream of.

Ignore them and you’ll never unlock the true potential of your website.

Let me know what you’re doing stay on top of website optimization mistakes in the comments section.