How To Give Visitors The Urge To Buy NOW Even When You Can’t Tout Limited Inventory

Fans waited outside stores at midnight for the release of Harry Potter. How can you create the urge to buy now, without delay?

Fans waited outside stores at midnight for the release of Harry Potter. How can you create the urge to buy now, without delay?  Photo: Heather Hopkins

How can your ecommerce store use urgency – aka the fear of missing out or FOMO – to increase conversion rates?

All’s well and good if you have limited inventory – you can just use your inventory management / order management system to specify how few products are left, on product detail pages. But what if you have a large stock of goods, or the type of goods that doesn’t change much seasonally (e.g. microwave ovens)?

What can you do to get the conversion now and avoid a delay in purchasing — which often just means no purchase at all?

Here are three techniques to create urgency and close the sale now.

[Click here to get additional conversion rate optimization resources, such as my 8-point cheat sheet for maximizing mobile conversion rates, and my talk on conversion-centered redesigns at Magento Live.]

Introductory Pricing

When you launch a new product line, a new store, service, feature etc – it’s important to get the word out.

People understand this concept, so provided that it applies, you can announce your sale for opening weekend, or for the first month etc.

Keep in mind that to maintain your credibility, the “introductory pricing” can’t last too long or you’ll hurt your value perception and not achieve the feeling of urgency that boosts conversions.

I noticed such a negative impact on value perception with a local brand orange juice that was introduced at the supermarket for 30%-40% less than competitors.

The supermarkets eventually raised the price to only be 25% off, but after a brief period within 10-15% off, they returned to 25% off. It appears that people got used to the discount and preferred the ‘better’ brands of orange juice when the difference in price was less marked.

 

Inform visitors of the deadline to order products to ensure they arrive before family get togethers on holidays.

Inform visitors of the deadline to order products to ensure they arrive before family get togethers on holidays.  Photo: NealeA

Event Linking and Deadlines

If your offer is linked to an external event – like the start of a course or the arrival of a holiday, you can use that to introduce urgency.

Back to school shopping is obviously urgent because, well, kids need school supplies before they return to school!

Another example is that retailers can state a deadline by which customers must order to ensure that the product arrives on time (e.g. before Thanksgiving).

There’s a variation on this, which is applicable year-round. Invite visitors to buy before a certain time, to get the product shipped that same day and save themselves a day of waiting.

This sort of event driven deadline is plausible and has the added benefit of relating to customers’ goals, i.e. have the gift in time for the occasion.

Another twist on this is with a reverse-inventory system practiced by some retailers, where products are only ordered from wholesalers after the retailer sells them. You can see this in some discount clubs or crowd-funding on platforms like Kickstarter.

Buyers must buy before the deadline, because the order eventually has to be sent to the suuplier. They’ll only send a bulk order, and not tack on another unit two weeks later.

Impending Price Increase Due To Supply and Demand

When supply decreases or demand grows, there’s an increase in price. That’s economics 101 – the law of supply and demand.

So what happens if you get a big boost in traffic, such as from success with public relations, social media outreach to big stars, or you simply intend to launch a big ad campaign?

In economic terms, that’s a big increase in demand. AkA a reason for the price to go up.

At that point, you can email your client list to ‘warn’ them about the impending rise in prices. As a favor to your newsletter subscribers, you’d like to give them a last opportunity to buy at the current price before the price goes up.

Telling visitors about the high demand for your product and possible waiting times is another effective urgency-builder. These coffeemaker ads from 1938 sold countless machines, partly thanks to this tactic.

The coffeemaster is so good that it's bound to be sought after by everyone who sees it, as our dealers themselves saw when we recently showed it to them. Order now before supplies run out, or you'll need to wait for more to come to your local store...

“The first Coffeemasters were shown to our dealers and distributors only a few weeks ago. So quick were they to recognize its unusual merits- so quick to appreciate that every home will want this marvelous new appliance – that it may take months before enough Coffeemasters will be available for all who want them. So we suggest you see Coffeemaster at your Light Company or dealer’s now – and place your order early. “…

Another variation on this is if you’re making your product more valuable with a new feature, then it’s legitimate to charge more.

Offer ‘old pricing’ until a certain deadline.

Summary:

If you’re not selling something with a limited inventory, you can still press customers to buy now with the following techniques:

1) Offer introductory pricing for a new product, line, service, store etc. We’re excited to launch!
2) Tell visitors that they need to buy noew to get the product shipped to them on time for a certain event, holiday or deadline
3) Tell existing customers or leads that the price is going up soon because demand is increasing.

Click here for additional conversion rate optimization resources, such as my guide to getting usability testing done at 70% off the price of sites like UserTesting.com, or my 8-point cheat sheet to the optimal mobile checkout.

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How DCKAP.com Increased Add To Cart Rate 20%, Organic Traffic 44% And More

In this remarkable interview with Karthik Chidambaram, founder of Magento agency DCKAP, I got some remarkable insights into how they improved the conversion rates and organic traffic for their clients. If you’re a developer who wants to add more value to your clients, you can subscribe to their blog newsletter, which shares solutions to problems they experience in their work. For example, check out their tips for creating Magento extensions.

And if you’re into ecommerce, you may want to also check out our mobile checkout worksheet and ecommerce conversion services.

Do you have a case study on conversion rate optimization or other digital marketing channels that you’d like to share? Contact me and suggest it.

Magento CEO Mark Lavelle On How Magento’s Major New Upgrades Benefit Merchants, Super Tips For Entrepreneurs & The Future of Ecommerce Stores Beyond Sites & Apps

Mark Lavelle, the friendly and approachable CEO of Magento, gave me a half hour of his time at their Magento Live UK show! Not at all expected for the CEO of such a large company and at a packed trade show, to boot.

[Click here for early access to the Magento Checkout Grader, when it’s ready. Get 10 hours (worth ~ $1500) of checkout analysis done automatically in a couple of minutes, and the results emailed to you.]

The interview’s a great look into:
– Why Magento is part of Permira private equity now, rather than eBay
– The latest product improvements for Magento, including how the extension marketplace got upgraded significantly to make it better for merchants, their order management functionality and more
– The sometimes-overlooked key things for entrepreneurs to get through tough times (he launched a web payments company – BillMeLater – in the dot com bust of 2000… BillMeLater survived and thrived, clearly thanks to these)
– What motivates Mark at Magento
– Transacting beyond just the ecommerce site/app: where’s the future of ecommerce going?

(For those of you looking for my Mobile Checkout Worksheet discussed at Magento Live UK – get it here (mobile friendly ;).)

For those of you interested in the slides from my talk – How To Preserve Your Conversion Rate While Going Through A Site Redesign – you can get them on my page about Magento Live UK 2016.

And if you’re an ecommerce store that needs to increase its conversion rate, have a look at my conversion rate services for ecommerce and contact me.

Magento Live – Slides, Grader & Resources

For my talk at Magento Live UK, I wanted to share the following slides for people who were interested to download them for future reference. Similarly, there are two resources mentioned in the presentation I thought I’d share here:

1. The Magento Checkout Grader – it visits your site, adds a product to cart, goes to checkout, grades it and tells you how to improve. No more abandoned carts – yes to people completing the whole process as intended! Sign up to get access when it’s ready.
2. Similarly, but for mobile specifically: Get The Mobile Checkout Worksheet – Find mobile-specific opportunities to improve your checkout and save more sales from cart abandonment!

Beyond my talk, I had a great time networking with folks and even had the privilege of speaking to the extremely approachable and friendly CEO of Magento – Mark Lavelle – in this interview.

The feedback from the talk was very positive, including this lovely quote on iWeb’s MLUK write-up, which I just found:
“Next, we headed to a really popular talk led by Gabriel Goldenberg of ConversionRateOptimization.co Gabriel really owned the room and gave some hard-hitting truths on when companies redesign when they don’t have a good enough reason to. So why should you redesign? Only for huge changes. He also showed us some interesting and disastrous case studies where big changes were implemented without taking advantage of CRO.” (Written by Rebecca Troth.)

There’s a lot more to getting a redesign on your ecommerce store right than what I could share in the limited time I had. If you want a hand with improving your own store, please email me: Gab@ConversionRateOptimization.co with your site, your needs and your budget.

Double Your Conversion Rate – Today – With These 10 Lessons From The Inbound.org Community

The following common mistakes keep coming up in the inbound.org community’s super generous critiques of members’ landing pages. I’ve personally used some of these lessons to double my conversion rate. Your mileage may vary, but there’s a lot of potential in what’s written below.

No. 1: Your headline copy does not convey the benefit of your offer.

In David Ogilvy’s celebrated book, Confessions of An Advertising Man, he writes that once you’ve written your headline, you’ve spent 80 cents on your dollar.

Let’s see how people mess this up.

post-moz-10-mistakes-strengthen-brand

“Strengthen brand and make connections” is vague. What does this mean in terms of tangible, measurable and measurable?” says Joel Klettke, of Business Casual Copywriting, critiquing this landing page for a guide to LinkedIn company pages.

Solution: Get potential customers to describe why someone should buy from you. Using your customers’ words, write your headline based on benefit to the customer.

No. 2: Your writing is unclear.

posts-moz-10-mistakes-landing-page-vague-copy

Responding to the headline on the landing page above, Jason Quey of The Storyteller Marketer explains how this content falls short as a B2B lead-gen offering:

“The promise feels too vague.”

Solution: Have some friends sit down next to you and read your copy (preferably on the landing page itself, so they experience it laid out as visitors would) out loud, and paraphrase each line or two. You can also do this via 70% discounted usability testing on MTurk. Avoid clever copy and be specific.

No. 3: Your page has too many conversion goals

posts-moz-10-mistakes-landing-page-multiple-goals

After reading this landing page critique, Sarah Bernier-Danks of Think SEM points out herself that their page is trying to do too much:

“It’s confusing because they have multiple offers per landing page. Again, we’re at the client’s mercy on this, but we’re trying to get them to whittle it down to one (or at most two).”

posts-moz-10-mistakes-landing-page-multiple-goals-2

In responding to constructive criticism, Josh Boles of the Paradigm Group explains how his landing page got overwhelmed:

“Makes sense that blog posts are not landing pages [i.e. we need to remove the sharing buttons and newsletter call to action]. Never really thought about that so will amend to a real landing page!”

Solution: Have a single goal per page.

No. 4: Your copy is disproportional to the conversion you seek

Write just enough to persuade. Then stop. This customer service ebook (critique here) makes a simple conversion (name and email) complicated with excess copy. Look at how long it scrolls just for a simple click through button call to action!

super lon ebook landing page for a very simple click call to action

Conversely, if your product carries a high-price, you need longer copy than a cheap product. But even then the goal is only enough copy to persuade.

Look at this page seen on Inbound:

posts-cro-inbound-10-lessons-theprospectingsystem

Would you spend $1500 for a sales training system based on a headline, a one minute video and testimonial? Probably not.

Solution: Cut 80% of the copy away. Usually. (Hat tip: Steve Krug’s Don’t Make Me Think.)

When in doubt, consider these factors:

  • Price
  • Urgency
  • Complexity
  • Safety
  • Privacy

No. 5: The page doesn’t work the way visitors expect it to

Most visitors to your page are going to understand things the same way. Is visitors’ understanding the same as yours?

posts-moz-10-mistakes-landing-page-unexpected-functioning

“It’s not clear when I need to pay. If I fill out the form on this page, am I brought to a page where I need to enter payment details? [They weren’t requested on this page.] If so, people may think its a scam (that you’ll take the money and run). If you only have to pay later, after the job is done, that’s great….but you should make this clear on the site.”

Barry Buckman, of Ecommerce Innovators, commenting on this cleaning company’s page.

Solution:

Discover how others view your page using usability testing. See link in lesson 2 above for a guide to doing usability testing cheaply.

#6 – Your Landing Page Don’t Earn My Trust

“There’s a HUGE component missing: Actual testimonials from retirees […] the nail in the coffin is seeing 65 year old Mrs. Jones saying how much she loves living in Panama.”

Joel Klettke explaining how to persuade more seniors to retire to Panama. (Note: They’ve since applied many of these suggestion so I can no longer screenshot the page as it was.)

posts-moz-10-mistakes-landing-page-epic-clean-generic

On the above pic: “Right now your site is totally faceless. All of the photos of people on the site are obviously stock photos. Even the “about us” page has no real information.”

Barry Buckman on that same cleaning company’s critique (see #5 above).

Solution:

Tout what third parties have said about you, how much you’ve sold (number of units or customers) or famous customers.

#7 – You Haven’t Done Your Market Research & Don’t Understand The Customer.

This is slightly less common, but typically is about an unusual idea that got developed and only then does the entrepreneur search for customers. You don’t know what

That’s like being in open heart surgery and realizing the person actually needed their shin bone realigned. #WhatDoWeDoNow

I’m not going to share examples because it may embarass some folks.

Solution:

Buy Ash Maurya’s Running Lean and then devour Customer Dev Labs … Justin’s content is groundbreaking and extremely valuable, as a log of practical experience applying Running Lean. This experience-based talk on lean can also interest you. Apply their methods to interview potential customers and learn what their major pain points are.

#8 – You Haven’t Addressed The Risk In Your Offer.

You wouldn’t take a blood test unless the needle was new/sterile, would you? Why expect anything different from visitors?

post-moz-10-mistakes-16x16

Similarly, responding to a landing page for a course on creating a copywriting business (above), Bhaskar Sarma, of Pixels and Clicks, writes

“The biggest problem IMO is that I, the reader still doesn’t know if your plan will work. You have mentioned that this is your experiment and you are asking me to pay to take a peek behind the screen. What if you fail? What’s the guarantee that my investment won’t go to waste? “

Solution:

Ask yourself what do people have to lose by converting, then address that. Imagine if a gym offered shuttle service that picks you up at your door twice a week, addressing the big risk of not showing up.

#9 – You Aren’t Segmenting Your Traffic On The Landing Page

TheProspectingSystem (mentioned above in point 4) has a new homepage that uses lots of Inbound’s tips! For instance, it segments visitors. The table of contents’ modules are not loaded by default, but shown only if someone clicks to view them.

posts-cro-inbound-10-lessons-theprospectingsystem-TOC

Segmenting personalizes copy by allowing visitors to choose what to read. According to the book Honest Seduction, this can increase conversion up to 10x!

Solution:

Figure out what people care to find out, and give them links to those pages – within the main copy area – so they can find out more on their own and sell themselves on your offer.

(For the authoritative book on segmentation for conversion, get ion interactive’s Honest Seduction.)

#10 – Your Design Distracts The Eye

One common trick to lower conversion rates is causing the eye to flick between many loud visuals. It works a treat below!

Josh Garofalo, of Sway Copy, makes the point regarding Agent Pipeline:

“Riddled with distractions – achieve zen-like focus on landing page you must. I’d have a strong headline/subhead, any other text that supports the goal (get contact info), and get rid of the rest.”

Likewise Lennon Rubin, of Smooth Conversion, explained to this ecom store that they were drawing people’s eyes all over the place:

“Check your analytics […] If any elements on the page aren’t getting any engagement, remove them.”

Solution:

Tom Maiaroto of Shift8Creative, one of Inbound’s most generous landing page critics, explains the principle:

“You want elements on the page to guide your visitors, not distract them from understanding what the page is about.”

The practice: Start by designing for an old 320 pixels wide screen to force yourself to focus on the essentials. That’s actually my key tip for better homepage design.

 

Summary:

 

  • Convey your offer’s benefit in the headline.
  • Write clearly, i.e. specifically and in terms everyone understands.
  • Set one goal per page.
  • Make copy proportional to the conversion you seek.
  • Cause your site to work the way visitors understand it to work.
  • Earn my trust with third party endorsements.
  • Research your market’s problems and demographics.
  • Eliminate or reverse the risk in your offer.
  • Segment the traffic according to the visitors’ needs.
  • Simplify the design by eliminating visual distractions.

 

 

What would you spend the money on if your site earned 30% more revenue? Contact me at Gab@ConversionRateOptimization.co or 1-802-321-0111

3 Tips For Ted Cruz’s Campaign To Increase Donations 30%-50% Today!

Here’s How Senator Cruz can get dramatically more donations, based on my 10 years’ experience in web marketing.


Cruz supporter or campaign member? Please forward this to someone closer to those managing Ted’s website, so they can increase donations asap.
If you’re part of the Cruz campaign and you’re reading this, I’d also love to consult for you on increasing your donations, volunteering commitments, email subscriptions and open rates etc. Please email me at Gab@ConversionRateOptimization.co or call 1-802-321-0111.

To everyone else, if you’re looking for help with your charity or increasing your site’s conversion rates, please check out my services and contact me.

Here are some tactics that I’d encourage the Ted Cruz for President campaign to adopt immediately, to maximize the conversion rate on their donation form. For example, you can use the Google Maps API or a zip code database to autofill the rest of the address once a person types in their street number or zip code. And you can order the donation amounts from highest-to-lowest, which provides a psychological frame of reference that can encourage larger avreage donations.
In addition, there’s a key opportunity to improve the value proposition – something I overlooked mentioning in the video – by addressing what the donations will achieve. The same way that a charity says “give $10/day to feed a child,” you can show what giving to soon-to-be-President Cruz will achieve. E.g. “Help Ted Increase The Average American Salary 15% – Donate To Support Ted For President.”

If you’re part of the Cruz campaign and you’re reading this, I’d also love to consult for you on increasing your your donations, volunteering commitments, email subscriptions and open rates etc. Please email me at Gab@ConversionRateOptimization.co or call 1-802-321-0111 .

How Did ConversionIQ Increase Conversion Rate 207% & Maximize Shareholder Value?

In this remarkable interview, conversion and sales expert Keith Hagen shares the exact methods that his company – Conversion IQ, part of Inflow ecommerce marketing agency – used to achieve outstanding results for clients! As a quick preview, ConversionIQ increased one ecommerce site’s conversion rate by 207% and a lead generation site in the solar panel industry by 75%, which increased the public company’s stock price to an all-time high – while competitors sales floundered!

If you guys are interested in some more thought leadership by Keith and gang, check out this free ebook they wrote on testing ecommerce properly! You’ll understand how to run ecommerce a/b tests better, for example by knowing ahead of time how long to run the test for and whether you should use your testing tool’s data or Google Analytics data.

The latter case is particularly interesting, as it shows the ROI potential for value-added investors like VCs, if their portfolio companies optimize their conversion rates. (See e.g. CRO services for SaaS.)

To Measure Form Conversions, Count Visits To The Thankyou Page, Not Clicks On ‘Submit’

Here’s a little tip for a/b testing your lead generation forms on landing pages, contact pages, checkout processes etc: count unique visits to the thankyou page as your goal, rather than clicks on the form submission button (regardless of it being labelled ‘submit’ or something better).

Why not count clicks?

There are two reasons:

  1. First, you might overlook counting some conversions.

    How can this goal miscounting happen, technically speaking?

    Some people zip through forms using tab and enter. They can submit the form by selecting the button with tab and then pressing enter on the keyboard. That won’t trigger a click to be measured in your a/b testing tool (I know, I’ve just been doing quality assurance on a contact page’s a/b test). So you’ve gotten a conversion, and it hasn’t been measured.

  2. The second reason is that you might count false conversions as real conversions if you just count clicks. For example, you might count form submissions with bad data, no data or unsuccessful attempts at form submission.

    How can this conversion miscalculation happen, technically speaking?

    Some form error checking methods depend on the data entered being checked after submission, while the thankyou page is loading. So you get the click and measure a conversion, but perhaps the data was bad or lacking and the visitor was just sent back to the form with no email sent to you nor lead entered in your database.
    Similarly, if you’re a bit more advanced and do in-line error checking and user notification, they may not notice the error message yet still click submit. Regardless of which stage the error is caught at – before they click submit or after – you’ve got no conversion to speak of but you’ve counted one.

As an aside, this is why you ALWAYS need to do quality assurance testing on your a/b tests. At the very least, to catch errors in measurement and data collection so that your analysis down the line will make sense.

For more advanced folks, you can use usability testing to avoid testing combinations that will almost certainly lose. E.g. You detect and fix little errors e.g. with clarity or functionality that have a big impact. I once a mistake where I skipped this, thus overlooking a missing phrase. The page didn’t convert at all, when it’s nearly identical counterpart converted visitors into newsletter leads at a conversion rate of 22%. Besides for losing those conversions, my post-a/b-test analysis couldn’t isolate with certainty why the losing page lost. because I had a confounding variable impacting the dependent variable. (In a properly run a/b test, only the independent variable impacts the dependent variable.)

This Math Lifted SEO Traffic 208%, Differentiated Andreas’ Agency & Got Clients To Implement SEO Advice

Andreas Voniatis dug deep on stats to sculpt PageRank, and reaped 208% more SEO traffic for their enterprise client with a 68-position average ranking increase across 588 keywords. Besides for the remarkable case study, Andreas and I discussed the exact statistical approaches his SEO agency – Artios.io – uses to differentiate itself, and eliminate ego from SEO-implementation discussions. As a result, their clients are much likelier to implement Artios’ recommendations, rather than responding with something like “but expert A says blah blah blah” because it’s not this opinion or that one – these are the facts.

Learn how they’re achieving all these awesome results in this eye-opening interview with Andreas Voniatis of Artios.io

Elaborating on the research Andrea mentioned in the video with image sizes, here’s some material from a presentation they did highlighting this:

“We’ve used Artios technology to analyse the two drinks companies in attendance here today:

  • Goodshot
  • T Plus

We’ve scanned all the pages of both websites and retrieved data on over 35 features of their website. Here’s an example:

Percentage of images on a site having any given pixel height

The graph shows the height of the web page images for both sites and how they vary across the pages. The peaks represent the most frequent image heights for the two websites.

One of the things we found quite interesting is that on average, the images on the T Plus are around 100 pixels compared to Goodshot which has image heights of ~270 pixels.

The image widths on the other hand are quite similar:
Percentage of images on a site having a given width

Here we can see, both of these sites are have average image widths of just under 250 pixels although, Goodshot is much more varied with some images being as wide as 700 pixels.

Which site is better?

It depends on what it is you’re trying to achieve. Is it:

  • getting more shares on social media?
  • getting more only sales or enquiries or
  • ranking higher in Google i.e. SEO?

Say SEO was important to you, one of the things you can do is plot the image sizes to see whether the image width shows a predictable relationship between you and your competitors in Google.
R-Squared Maths test showing the plot of best fit, i.e. that top google rankings (at the bottom of the chart, i.e. low numbers are better i.e. #1 ranking). We can see wide pics and low rankings correlate strongly.

As the graph above shows, the higher ranked leading competitors have larger images on average and should aim an image width of 275 pixels.

The R-Squared statistic tells us what percentage the feature can explain the differences in Google ranking, making your SEO campaigns less of a guess and more predictable. It’s a step beyond correlation, with these maths looking at causation, aka the ability of a metric to explain a site’s ranking ability.

Here are a few blog posts where you can read more about Artios’ work:

https://artios.io/unlocking-the-real-potential-of-pagerank-with-data/ – their own description of the case study

https://artios.io/making-google-seo-predictable-with-data-science/

How Did One SaaS Co. Cut Trial-to-Paid Conversion Time From 43 Days To 3 Days?

In this interview with SaaS and conversion rate optimization expert Lincoln Murphy (Twitter, LinkedIn) of Sixteen Ventures, Lincoln shared 3 fascinating case studies as well as some great insights into how he thinks about helping SaaS customers get value from the software, with research into value events or milestones, getting free trials off on the right step and more.

In particular, Lincoln shares a case study that has great relevance to lots of SaaS companies: how to reduce the time free trial customers take to convert to paid customers. The SaaS company he helped had a 30 day free trial… and on average that still didn’t suffice. People bought only 13 days after the end of the free trial, 43 days after signup! He helped them change their onboarding and selling so that it went down to a mere 3 days. Watch the video to learn how he did it!

If you’re watching, you may be interested in conversion rate optimization services for SaaS, to maximize trials and paid conversions.

What are your favourite Saas techniques? Share in the comments :).

How Ecom Innovators Drove 12,000 Coupon Clips Online, Packing Its Client’s Furniture Stores With Foot Traffic

In this guest post by Barry Buckman of Ecommerce Innovators, Barry shares how they used a geographically-targeted popup to offer a coupon, and the incredible results they got for their client.  

No matter how engrossed we are with our computers, smartphones, Google Glass (hey, it’s making a comeback), and other tech, there are still going to be certain products that we as a society will prefer to purchase in person. In a real, honest to goodness store. Just like our ancestors did a million years ago, in the 1980s.

One obvious example of this is home furniture. Before you lay out hundreds of dollars on a new couch, there’s a good chance you’ll want to actually sit on it for a minute or two to make sure it’s comfortable.

The challenge the client brought to them: There was nothing at all which triggered users to get up and go visit the store.

We were recently approached by a regional furniture store chain who wanted to use digital marketing to drive traffic to their physical stores. They are an established brand, and already had  decent web traffic, but a simple look at their website made one thing clear: This was an ecommerce site, through and through. Home page leads to category page. Category page leads to product page. Product page leads to shopping cart. 

How We Solved The Problem

Step 1: Check if the existing web traffic is qualified

First off, we wanted to see if site visitors were in fact interested in making an in-store purchase. We determined this by using Hotjar to run an on-site poll, asking users if they preferred to make their purchase online, in a store, or either way. The results showed that only 16.5% of users specifically wanted to purchase online, and not in a store. (see image below)

survey shows visitors would be happy to buy offline, too

In other words, we were getting the right type of traffic to generate in-store visits. We just needed to get the website to encourage them to do so.

Step 2: Craft the offer and its delivery aka the call to action

Now that we knew that our site visitors were in fact interested in making an in-store purchase, we looked for a way to drive them to take that action. We came up with a simple solution which turned out to be extremely successful – a popup (aka lightbox) which offers a 10% coupon, good for in-store purchases only.  

geo-targeted popup / lightbox offering in store coupon

We used the 40Nuggets tool to create these lightboxes, and obviously benefited from their geo-targeting feature, so that visitors from outside the region served by the stores wouldn’t be shown the popup. (Instead, out-of-region visitors got an online-shopping popup offer.)

Did this work?

You bet! We saw immediate results. 13.44% of users who saw this popup converted!

If you’re enjoying this case study, you may also want to check out my video interview with Barry (and Ecom Innovators’ CEO, Fran Jakubowitz) in which we discuss this and three other case studies where they got killer ROI for their clients. 

Step 3: Iterate aka Optimize to Better Results

Good results? Yes. Good enough? No. We wanted to push the envelope a little further, so we created a test variant which we lovingly refer to as a “Passive-aggressive popup”. You’ve probably seen these. Instead of an X button which allows you to close the popup, these require you to click on a line of text which tells you what you’re missing out on by not converting. In this case, we made users click the words “No thanks. I prefer to pay full price”.

passive agressive popup aka lightbox for targeted foot traffic

The result? Conversion rates jumped all the way to 22.2%. That’s a 65.17% conversion rate lift!

 

Then, when the holiday season came around, we stopped promoting the 10% coupon, and instead promoted holiday deals where you could save “Up to 75%”. This temporary change has resulted in conversion rates jumping jump to 28.67%, which is a 29.14% lift relative to the second popup, and a 113% improvement over the original! 

 

Takeaways:

  1. Popups have gotten a bad rap, but they work really, really well. Their bad reputation is based on dot-com-bubble-era annoying popup ads that came up randomly and offered no value. But if you’re giving people what they want (and hey, who doesn’t want a discount?), your audience will respond positively.
  2. You can use on-site actions to drive off-site behavior. But if you want to drive foot traffic to your store, make sure your website triggers people to do just that. Don’t assume that they will without your encouragement. Without an incentive to do so, they probably won’t.
  3. Passive-aggressive popups (I would love it if this becomes an industry term!) work….if you tangibly explain what users would be missing out on by not converting. . In this case, the dismissal text made that painfully clear: “No thanks. I prefer to pay full price.” But I’ve seen cases where the dismissal text on a whitepaper-download popup is “I don’t want to learn more”, and that’s obviously less compelling copy.

Barry Buckman works for Ecommerce Innovators, who offer a full suite of digital marketing services, amongst which relevant ones to the above case study are conversion rate optimization and local SEO.

The Shockingly Simple Personalization That Got A 25% Lead Gen Conversion Rate

During a talk with Barry Buckman (LinkedIn, Inbound, Twitter) and Fran Jakubowicz (LinkedIn of Ecommerce Innovators, I had the privilege of hearing about 4 different case studies where they delivered ridicously high ROI to clients. Amongst the most remarkable were campaigns where they used simple personalization – things that you can easily copy for your own campaign – to double conversion rates in one case from 6% to 12%, and get them from a low single-digit percentage conversion rate to a stratospheric 25% of visitors turning into leads in another case study!

FYI, they also generously offered viewers to get a free consultation on SEO or CRO.

 

If you liked this, you should check out our case study documenting how they drove massive foot traffic using online coupons.

Can These Tactics Spur Your SEO Agency’s Team To Greater Productivity, Better Link Building And Awesome Speaking Gigs?

“I had the pleasure of speaking with Aussie SEO David Pagotto (Twitter, Li, Inbound), who’s a team leader within the SEO services department at WME Group Australia. Now, you need to know that David’s remarkable for a number of reasons. ”

First of all, the guy has Dale Carnegie’s “how To Win Friends and Influence People” techniques down pat. He listens keenly, he arouses a strong desire in his team to work hard, he’s hearty in his approbation… the man has people skills and is going very far. You heard it here first.

In addition to that, he’s a very skillful SEO, knowledgeable in the latest algorithm changes and the intersection of search and social, not to mention link building techniques and more. And the very lucky folks at Creative Campus in Melbourne are getting the privilege of hearing him speak!

So we discussed all these topics – motivating a team of SEOs, building links, Google’s Hummingbird, speaking and certainly networking – in this engaging video chat. I only hope that next time we’ll get his webcam working!

If you like this interview, you may also enjoy my interview with Wordstream’s Erin Sagin on creative, new-data-backed tips for mobile PPC and retargeting.

These Surprising, Deep-Data Backed PPC Tips Can Make Mobile Ridiculously Profitable For You

I had the pleasure of interviewing Erin Sagin of Wordstream. She’s a brilliant marketer that’s having a big impact in managing Wordstream’s PPC clients accounts, and was kind enough to share some gems on mobile PPC and retargeting. She shared pearls of wisdom that aren’t just based on opinion, but objectively gathered statistics that really impress you with their meaning.

Here’s the video, see below the vid for some highlights of what you’ll learn by watching.

For example, did you know that about a third of mobile website visitors would click to your desktop site if given the option? That’s what they found in a test across three clients. The conclusion: offer the mobile app (it’s typically done on a higher production value than the mobile site) to those visitors, as a temporary band aid until you fix the mobile site, or likewise use click-to-call campaigns with no horrible landing page to ruin the conversion.

Similarly to that, Erin’s got some striking stats on what’s really happening with people’s retargeting ad fatigue, impression caps and more.

Worstream posts mentioned in the video:
http://www.wordstream.com/blog/ws/2015/10/19/dominate-mobile-conversion-rates
http://www.wordstream.com/blog/ws/2015/12/22/twitter-trending-topics

If you liked this, you may like my talk with David Pagotto on how he’s motivating the SEO team he leads to greater productivity, new Google algorithms etc.