Conversions

Key applicable methodologies for increasing conversions…….

Or what you can do now to get more people buying!

What we are going to cover

• Why we need to focus on conversions• Because people don’t!

• CTA’s• Are you making it easy enough?

• Re-targeting • The key strategy for maximum improvements

• Segmenting• Creative solutions to poor quality data

• Post click• The story just begins after they click through

• Post conversion• Build and develop using email

Conversions

Email marketing is about 3 things:

Record

Refine

Repeat

Conversions

What you measure improves............

First things first

Track your conversions:

Our Integration

CTA’s – how not 2 Club Med

Club Med

Club Med

Sorry another #fail

What they should have done:

Clear call to action Simple design , match

website Use all their assets Keep it short!

The easy win’s

Target again the positive and the negative.

• The opens

• The not opens

• The clicks

• The not clicks

• The converted

• The unconverted

But I don’t have the time!

Why not?

Design HTML Spam testing Data Extracts

And everything else that comes with putting together an industry leading email program......

Top secret.....

A little known or advertised fact

The easy win’s

Practical StepsCase Study – Truprint

Target non-purchasers or actives.

Sent an email to non-purchasers designed to drive them to purchase.

Analysed the results and then later generated an email to ‘non-openers’ or ‘non-clickers’ offering them a further discount.

Practical Steps

Targeted eshot Retargeted eshot to non-actives

with further discount

Case Study – Truprint

Segmenting and Personalising

If you have the data it is easy peasy....

Segmenting and Personalising

Look at what you have:

Domain? When they signed up? Where they came from? Where they are ? Who are they assigned to? What products are they interested in?

If you don’t have data you need to be a little more creative

Or Just guess!

Post click

Nobody converts at the click

The landing page

You need to grab the visitors attention – and quickly

Cut down the:

Forms Copy Alternative navigation

You only have 7 seconds

Make sure you avoid linking through to the home page!

Rightmove Examples

Rightmove Examples

Citrix

Post conversions

What’s the best lead you could have?

“I viewed an online ad and I liked what I saw”

“I signed up to the email and got an offer that interested me”

“I was recommended your product/service”

Give them a cuddle afterwards

It doesn’t have to be tough

Follow me @marcmunier and @pure360

Email me marc.munier@pure360.co.uk

Or even call me 01273 647880

• Focus on conversions• Because you are great marketers

• Provide clear CTA’s• As people like being told what to do

• Re-target• The smart marketers strategy

• Segment• Because you love thinking outside “the box”

• Post click• We want to seal the deal

• Post conversion focus• Not for “brand new customers only”