Sales Category

New & Innovative Conversion Rate Optimization Strategies

Saturday, January 30th, 2016

Let’s face it. Conversion rates stink.
Here is a simple refresher with some innovative ideas that can supercharge your acquisition spending this year.

1 – Add a Personal Shopper – Bounce rates are what they are because the average consumer will visit 4 sites before making a purchase decision. What can you do to increase the stickiness of your visitors? Let your customers browse the entire catalog at once, like those at JE James Cycles who click the “recommended for you” link provided by Emarsys. Most site visitors abandon in :06 seconds because they can’t easily find what they’re looking for. People think in pictures, not in words. When you give customers the ability to browse they way they think, conversion rates can increase up to 4-times.

2 – Collect Email Addresses – Why try to convert everyone all at once? Take a portion of your acquisition budget and invest in retention marketing strategies. Collect as many email addresses as you can, and send customized messaging to visitors through email and look-alike audiences. Also, after reviewing hundreds of websites, make sure your email opt-in form is easy to spot. While you’re at it, just add a pop-up like the one at J. Benzal that gently reminds visitors to opt-in before they leave your page with an incentive.

3 – Build a Long-Term Relationship – Now that you have collected emails, now it’s time to build automations that re-connect with visitors after they leave your site. The most basic of marketers are sending cart abandon and browse abandon email campaigns. The best marketers have tailored those emails with predictive content, have stop-gap removals within the automations for customers who have purchased along the way, and have A/B tested the cadence of email messages to increase open and conversion rates.

Increasing conversion rates is tricky business, but you can do it!

What other innovative conversion ideas are you implementing to optimize ROI?

Jamar Cobb-Dennard
Omni-Channel Marketing at Emarsys
jamar.cobb-dennard@emarsys.com

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How Much Does Your Excitement Matter to the Customer?

Thursday, December 31st, 2015

A smile and excitement are worth quite a bit if my experience in New York City was any indication of it.

During my recent visit to NYC I was in Penn. Station. It so happened it was “National Oatmeal Day” so the Quaker representatives were handing out free oatmeal. It was interesting watching the response they were getting from consumers. . Some of the reps. were very enthusiastic, smiling and making a big deal about the day. Others didn’t smile and just tried to get people to take the oatmeal. The ones that were smiling and excited were getting people to take two; the ones who didn’t smile literally “couldn’t give the oatmeal away.”

I kept thinking back to something I say in sales training. “Remember whatever you have it’s catching to the customer.” The person with the highest or lowest energy will shift it to the other one. If you’re excited, it’s catching, if you’re miserable, it’s catching. It was incredible how obvious it was today.

I took the oatmeal with a smile on my face. I also took a good look at it and read the ingredients. The woman’s excitements made me curious and want to know more. Hey, not a big thing; we’re just talking oatmeal now!

I consider NYC the place for looking and shopping. I had an appointment in the city but instead of taking a cab, I choose to walk the 1.4 miles. (Maybe it wasn’t such a good idea in heels.) I went into several stores to watch salespeople and look around.

My favorite store is Desigual out of Spain. The clothes are very arty and super different. The people, who work there is darling, just like the store. They laugh with the customers and talk about how you have to be careful how many of their prints you wear together, or you’ll look like a clown! I left laughing and energized. They truly have an energized brand.

For me NYC is energizing. There are many different types of people, interesting fashions and the most helpful that I know. I left my phone on my car seat and had to keep asking directions to my destination. I choose to ask many people to see what type of reception I would get. People took out their phones to look for directions, some walked with me to make sure I was heading the right way.

We all need to reenergize. Some of us get it from alone time and others from other people. Getting refueled is about connecting with yourself and who you are. Get out of the house and go to the movies, get to the gym. I enjoy being around people who have lots of energy because I feel lifted. In fact, it will carry me thought many days of work. I also love when I can share my energy with others. Energy goes both ways.

If you get a free moment, check out your energy and the people around you. Are you in a major slump? People can energize you as well as deplete you of your energy. Take a minute and think about yourself.

Remember what the flight attendant says, “Put your oxygen mask on first before helping anyone else.”

Lisbeth Calandrino
Fabulous Floors
Associate Publisher & Director of Consumer Research
lcalandrino@nycap.rr.com

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The Power of Follow Up in Action

Friday, April 17th, 2015

I received a referral from a fan of my work in early January regarding the possibility of me speaking at her association’s annual meeting this December in New Orleans. This happens each week and I never take an introduction for granted and always do my best to follow up.

There’s a picture I show in many of my keynotes that demonstrates why follow up is of huge importance in the sales process. I can easily say that my own experience and with many clients that a lot of sales occur after the third or fourth contact with a prospect. What I’m about to share with you, helps prove this out.

Here’s a list below showing my follow up over the last two and half months with the association President whom I was referred to regarding speaking at their annual event in New Orleans and the end result:

1. Mid-January I sent the association president a follow up email
2. A week later I left a voicemail
3. A few weeks go by and I check back in with the person that sent me the referral
4. She sends a second email to the association President
5. I leave a voicemail a week later as he’s traveling
6. Speak with key contact when I call main number who handles the event, who next asks me to email her information after I explain the context of the referral
7. I email her details and am told to check back in within a couple of weeks as the President is traveling
8. I call as instructed and she mentions that she showed him my information that day
9. A few more days go by and I get an email from the association President to set up an exploratory phone call
10. We get on the phone a few days later
11. He asks for more details and a week to show his Board so they can make a decision
12. I email him the requested items after our phone call
13. Last week he emails me and says we are a go to speak this December in New Orleans!

I share this recent story for one central reason: people are busy and effective follow up does pay off. While I wish it was easier and people would get right back to me, this is often not the case. They move at their pace and in their time frame, not ours.

So, your homework: go back through your files and notes to see who you need to follow up with and pick up the phone or send off a quick email today.

Tony Rubleski
Mind Capture
616-638-3912
www.mindcapturegroup.com

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The Power of Grabbers

Saturday, December 28th, 2013

One of my favorite ways to get Mind Capture is via the use of grabbers in the communication process. A grabber is simply the use of a mailing that employs a unique attention getting envelope or enclosure with the goal to get immediately noticed by the recipient.

When I show clients and audiences how to use them and why they work so well, I can often see their eyes light up with not only curiosity, but excitement and here’s why: they work!

In a world of marketing noise and thousands of messages thrown at each of us on a daily basis, the use of good-old fashioned direct mail via grabbers is still my favorite way to get a person’s attention.

Here are three reasons to use grabbers in your marketing efforts:

1.To stand out and gain attention from all the other mail, social media, voicemails, emails and other communications that cross your prospect’s desk.
2.To help differentiate you from the competition. They help tie into the opening of your letter or information packet as to what products or services you provide.
3.People remember them. As time starved as people are today you must be thinking “outside-the-box” to get your information looked at or even noticed.

For example, one of my favorite ways to get a busy prospects attention is to mail them specific information and testimonial letters in a blue bank bag. Not only does this stand out in the mailbox, but people remember it. This is one of the #1 challenge ALL of us face in marketing, especially in the age of instant communication and distraction.

In addition, when I do a follow up call a few days after mailing the bank bag, many times the recipient remembers the mailing and will often give me a few minutes on the phone or email me after I leave a voicemail to see what and why I used the bank bag to get their attention. This is huge for many reasons including not only saving time, but getting to the top of the attention pile so you have a shot at reaching the person you seek to influence and engage.

Tony Rubleski
Mind Capture
616-638-3912
www.mindcapturegroup.com

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