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#theyll see it and just assume it has no value when it is actually important to many people but thts a convo for a differnt day)
caruliaa · 1 year
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i think 1989 is no longer my least fave taylor album. but thats also terrifying to me bc the taylor album that is my least fave in its place at least based on what iv seen has very vicious fans
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murdocsagaypirate · 6 years
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She’s My Collar
Hey-yo~~ last song I plan to do from Humanz. The S&M triptych is complete with Busted And Blue and Submission.  So... something that bugs me about this song and kept me from doing it for a while (not to mention I was determined to assume the relationship wasn’t this sexual) is that Damon has mentioned that it’s like, an exploration of dynamics between male and female and that that’s not a theme explored often.... Which is bullshit, heterosexual relations are fucking..... over explored..... like lmao. But I mean. It could be both. This is a duet. I guess you might be able to say “she” is Murdoc’s dominatrix but like... this song isn’t about a sex worker at all. . Idk, fuck you Damon, this song fits too well with other bits of characterization and theme to not look at it with 2Doc glasses...
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So you’d think this would be a conversation written by two different people but it’s not. Obvious that’s the narrative of the song but it’s all from Murdoc’s perspective like 2D didn’t write his own part or anything. I’m not saying it’s lore confirmed that 2D didn’t write something on Humanz or anything, just my analysis for this song. In a way, that just illustrates how conflicted Murdoc is.
Ok so! “She’s my collar” She has emotional power over me. I’m tied to her, I feel like I can’t escape the hold she has on me. That’s what the songs about there you go, done. 
If I could take her down and run, then I'd call her 'Cause she's standing drama, she know I'll call her She getting on the sun and then she order Imagine me, imagine me now I don't take her number, just don't think I'd call her
Sexual hit and run, no fuckn snuggles. no emotional connection. cold. fucking cold dude... I mean, obviously, there’s an overtone narrative here about a man calling his female lover on the phone but... you know... “standing drama” I mean, yeah, we can see it’s dramatic buddy. 2D’s knows he’s gonna come back to him anyway.  Some of these lyrics I’m kind stumped on. I mean, I kind of get it, i just don’t know how to break it down, even if I was analyzing this at face value of about a woman. “getting on the sun” hot? light? “she order” demand? dominate?  “Imagine me now” “I’m surprised how the dynamic between us has changed, I never imagined it would end up like this”? Lol. Remember 2D’s Tour Bus story from this phase?? mmm? Remember how Murdoc called 2D a girl, took his number and then didn’t call. Makes sense why they would mention it now doesn’t it??
I take her down to somewhere dreading all day I clear my system, I don't need no other This is my persona, secret lover
Anxiously waiting till night cause that’s succ’o’clock i guess???  He prioritizes 2D as the person he actualy loves, the only one he “needs”.  I guess he wants monogamy but it’s haaarrrdd boohoo. Fuck yeah, they are secret. Making me analysis all this shit to realize it, fuck. 
Nothing to be justified in Just one thing, you should feel nada I know she lies alone, she's my caller I sense her in my mind, she's my collar
He don’t wanna address his feelings. >:( 2D’s lonely without him... It might be that 2D not seeing other people at this point, i dont think there is lore indication that he is. Though that song on Murdoc’s G-mix about jealousy and sharing his lover so theyll stay was during phase 4 (and reappeared on 2D’s in phase 5). But the line shows that the “collar” is more committed then Murdoc is. ...He’s thinkn’ bout him. ;p 
She's the serpentine, she's my collar I send a message, never call her And now I wanna taste another And it's safe in a persona, she's my collar
2D is seductive.. >_> ..Murdoc’s never direct about his feelings, just sends “messages”.  He wants to have sex with other people, and he’s free too because the relationship is secret... and that’s just kind of the arrangement, I’m getting that from the fact that we can clearly see Murdoc is sleeping around and 2D’s G-tracks with songs about reluctantly consenting to non-monogamy. It’s also emotionally “safe” to sleep around because it does it with a “persona” like, emotionally guarded. 
Nothing to be justified yet She the first I'm running with She the one that get my collar She the one I'm running with
She’s the one he holds actually importance with, who he’s connected to and “running” with, being in love with. His first real love. :..) 
I'm yellow, he was blue It's nothing that he could hide We made a green meadow Whenever we would collide
“I’m a coward, and you’re sad...... and you have blue hair.” I mean, they are obviously hiding the relationship, the song it self-acknowledges it, but they can’t hide their feelings from each other, the fact that they’re afraid and sad and love each other. But when they come together and shit is good it’s beautiful. I cry. 
I died a thousand times I did what I had to do Hey, that's just how it goes I'm still coming back to you
“I fucked up and got my heart broke a bunch, but I kept going and coming back cause I want this to work. I’ve just kind accepted that this hurts, and this is just what I have to go through.”
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eatordrinkme · 5 years
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Baby Garments For Your Baby Shower Present
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Simply follow our web link, inspect the Free Mum & & Baby Example Packs inc Pampers & & Fairy Non-Bio option as well as then fill the type with your information to get these products free of charge. You can fill up a basket with garments and also toys themed around a solitary shade-- blue as well as purple is ideal for kids, while pink and also yellow goes best for ladies. Why pay for something that you can obtain for complimentary? Some other great solutions are a baby diaper service for cloth diapering mothers, and even a diaper distribution solution for disposables, as well as spend for the initial two weeks or a month worth of diapering items. Infant clothes need to be of premium quality, due to the fact that you can not manage your wonderful kid invest his or her initial days and also years of life in pain. Whatever you did when you were not expectant, you must understand that you are now in charge of that brand-new life expanding within you and because of this, you can no more tackle working customarily. Locate your enthusiasms in life. You can locate some adorable gowns, skirts, pants, and also tee shirts for the child. Our choice consists of onesies, sleeping gowns, bodysuits, outfits, as well as layette collections. The offered benefits do transform every so often, yet there constantly appear to be a good selection of rewards to pick from. This is wonderful since you can truly see if you like the product. If you established a great website on line, just how a lot can you anticipate it to make? Playing video games - this can consist of app games, or desktop games. One means we can do that is with child shower games. As soon as you join you can get in codes from the Pampers diapers and also wipes that you acquisition. Fortunately is, Ad Conscious tracks these computer system leeches and also wipes them clean off your disk drive. This is one place where previously owned products might not be a great choice-- if they have actually been washed inaccurately they're no longer effective. Make money to (GPT) internet site, or rewards internet sites, as they're often called, pay you for finishing little jobs. What's terrific concerning these GPT or incentives websites is that the tasks you complete a truly simple. Make the most of this excellent cost-free deal if you are blessed with twins or more. So, in order to make the most of this incredible feeling, if you are intending an outing with your kid, then below are a couple of ideas on what to take child trip. Child Shower Themes The initial and also most challenging thing to do when intending a child shower is to select a motif. Now if you're planning to buy infant apparel as your present for a new mother, below is the guide to assist you develop the ideal item. For those that are trying to find the best child running infant strollers, after that they have to look for one that have distinctive piece. Here you'll locate baby and youngsters's garments, footwear, toys, baby strollers, child seat, maternity clothes, accessories and also more for children 0-10 years.
free baby stuff expecting mother
At The Child Cubby, you can discover a huge variety of baby products, such as strollers, baby diaper bags, items for the baby room, like bed linen as well as cushions, and garments. You can locate whatever from bibs to pacifiers and also anything else that a baby can potentially require. 75 that you can use to get cost-free infant things! Several times when I have actually surfed the benefits magazine to redeem a few of my points, I have been able to break out Pampers diapers with my factors. And also, with this program, you can gain points each time you acquire the business's items. You can likewise think about using a wardrobe organizer to make full use of the space. These are really useful and also do not take up much luggage space. You do not assume theyll review our e-mail, do you? We have an evaluation of the Target REDcard, so make certain that you read it for more information. Read Kaveri infant justness oil reviews from web and see exactly how the oil functions and also at what price it is available in the market. In addition, they can make use of these data in learning what the marketplace once. There is also organic tooth paste in the market that you can get. Smoothly sufficient, on this web site, you can get cost-free infant publication pages. On this internet site, you can locate NFL, MBA and NCAA themed child stuff. When I had my twins, I was enjoyed locate a pair of methods to capitalize on cost-free offers to secure free Pampers and other totally free infant items. And also if you want more fabulous infant garments patterns that are totally complimentary ... take a top at our Free Child Onesies blog post. I create this list of totally free infant clothes patterns for a pregnant good friend. When you placed the clothing on for the child, make sure that it is tidy or if you have disinfected cleansers you can dab a few of it on the infant garments prior to you clothe the child with them. Keep to the guideline, get your baby clothing with comfort and also practicality in mind and keep the adorable dress for special events. Be warned, the repayment you get will probably be quite tiny, so maintain that in mind before determining if it's worth the effort. First off, if you have a baby or you will supply, the concern of infant nappies have to cross your mind. To treat the protein part of the tarnish, you have to first breakthrough the fatty acids with surfactants that are generally found in discolor remover pre-treat sprays. There are likewise a number of circumstances you can found where parents like to acquire Baby Garments after validating the cost. I just recently found a definitely attractive website called See Kate Sew. Discover our website to learn if we carry infant clothing featuring your favored group's shades! You can have your promo codes from the online site of the baby diaper firm which will certainly enable you to acquire totally free baby diapers along with various other child items consisting of gift cards, books as well as a great deal a lot more. I can opt-out at any moment.
Bath time is a vital part of the day for babies, so it's a great idea to have the essentials for this area even before you bring your little one home. Even you can have correct and cost-free standards. Although child getting coverings as well as swaddlers are important for those very first valuable moments with your child, they can have many other uses too. New children are terrific, however it is a little bit surprising in some cases just how much those diapers in fact cost the first year. Simply make certain to clean every little thing initially. Put a little dab of infant shampoo on his head and also wash his head with your hand or a small clean towel. Snaps and also zippers in the front are less complicated to put on and also take off than those on the back. Breaks or various other easy openings at the crotch make it quicker as well as simpler to change baby diapers-- you do not have to take off all of your baby's clothing. If you've been blessed with doubles or more, you can benefit from the Numerous Birth Offer from Pampers to get free baby diapers. You can then make use of the Target present cards on a various day to secure free baby diapers or various other free baby things that you may require. Infants Online scours the internet everyday to locate you the best totally free child things available. Footwear which contain skulls and also bones are all available from the Net as well as will definitely get the interest of a great deal of people. Did you know that a great deal of brands placed discount codes or deals on their packaging? Look at the packaging for diapers, formula, as well as anything else you purchase for your child. She can definitely utilize it and also can value it a lot more if you buy it for them. As soon as you have actually joined, you can log in to your member account as well as download your gift pack coupon. If you have actually simply welcomed a child, or know someone who has, this FREE 22 pack of Pampers nappies will come in handy. Plus we have a lot of messages to help you via parenting your Infant - and if you have actually not delivered yet, we have actually obtained an expanding number of Maternity posts. ... yet are new to stitching, you will certainly simply enjoy this FREE beginner's class on Craftsy, which will really aid you get to grips with your stitching machine. Which can make it seem an overall wild-goose chase to drag the stitching maker out and also start stitching things. Talking with your medical professional at the medical professional's workplace can be an excellent means to get some totally free samples, especially formula or vitamins, for instance. Whether it's formula or diapers, below are a few others points that you can do to obtain cost-free stuff for your baby. You can sign up for this program at the shop and after that have your card checked each time you buy Pampers. The arrival of a newborn is just one of one of the most extremely anticipated gifts in life, and also Kelli's Gift Store Suppliers will certainly ensure you are prepared with the ideal child blanket wholesale choices for your gift shop or store.
Shop wholesale child clothing for babies, preemies, and more. Kelli's Gift Store Suppliers has one of the very best ranges of wholesale child coverings consisting of fleece coverings, swaddle blankets, getting blankets, quilts, and also a lot more. We approve wholesale orders via our manufacturer wholesale internet site My Infant Rocks. However, it's not the only internet site that uses a signup reward. But, it's not the only way. And also while it wasnt the neatest way to maintain their toys, it was most definitely among the simplest. Seriously, go as well as have an appearance, they are totally beautiful, each and every one of them. There's six stunning, easy to make onesie patterns, every one of them absolutely cost-free! When you secure free samples of child formula, you order them. Physicians typically have cost-free baby things available which are given away as examples to clients. If you send in copies of the birth certifications, Pampers will send you some totally free baby diapers! By reading testimonials, you will get a concept of the working of this oil and the method it acts upon a child's body. The oil contain no harmful ingredients and also it is health and wellness offering. We likewise know that consuming also much fat results in wellness troubles and also weight-gain, however we do need some healthy and balanced fats in our diet plan. Consume your very own low fat nibbles. As pointed out previously, consuming fats is the major perpetrator that leads to fat getting on the human body mostly due to the fact that fats are high in calories. Weve usually found dots that claim to be "Historic Ft " or "County Landmark " that have ended up being nothing more than a bronze plaque on a rock at the end of a domestic road. Ive seen it less than that, however when the ovary begins twisting itself simply envision a tube with a big ball on completion as well as by movement or whatever this tube gets turned and turned. Having stated that, I loved my bassinet as well as would not have actually been without it. There's even a Chrome expansion readily available that internet you discount rates without you also needing to go to the Ebates website. Or, you can go to the Craigslist website, choose your city and after that click on the "complimentary" area if there's one there. Yet, these aren't the only ways that you can get your hands on giveaways. If the chemicals aren't well-bound to the textile, they can get in your infant's body extra quickly. So there you are, aren't they simply infant clothing to swoon over! Any type of adult that has actually dealt with stomach issues, dental job or basic curiosity and also has consumed a jar of baby food can tell you its no mystery why youngsters fling that stuff all over the kitchen area. Pampers wipes discount coupons are really a resource to get discounts over pamper wipes. You can enter drawing to win free diapers and also wipes for a whole year. She can use the products as well as at the exact same time a terrific display screen throughout the event. At the very same time the switches as well as various other components in the style need to be very carefully sewn.
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morningthief · 5 years
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Child Clothing For Your Infant Shower Gift
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Simply follow our web link, examine the Free Mum & & Infant Sample Packs inc Pampers & & Fairy Non-Bio option and then fill up the form with your information to obtain these items free of charge. You can fill a basket with clothes and also toys themed around a solitary shade-- blue and also purple is finest for young boys, while pink and also yellow goes finest for women. Why pay for something that you can get totally free? Some various other great services are a baby diaper service for towel diapering mommies, and even a baby diaper delivery service for disposables, and pay for the initial 2 weeks or a month well worth of diapering products. Baby clothes need to be of excellent quality, because you can not afford your pleasant child invest his/her initial days and years of life in discomfort. No matter what you did when you were not expecting, you need to recognize that you are now in charge of that new life growing inside of you and also because of this, you can no longer tackle doing organisation as common. Locate your passions in life. You can locate some lovable gowns, skirts, pants, and t shirts for the kid. Our selection consists of onesies, sleeping dress, bodysuits, gowns, and also layette sets. The offered benefits do transform from time to time, but there always appear to be a wonderful choice of incentives to select from. This behaves since you can actually see if you like the product. If you established a nice site on line, just how much can you expect it to make? Playing video games - this can include application video games, or desktop games. One method we can do that is with baby shower video games. As soon as you join you can enter codes from the Pampers baby diapers as well as wipes that you acquisition. The bright side is, Ad Mindful tracks these computer system leeches as well as cleans them wipe your hard drive. This is one place where previously owned products might not be an excellent choice-- if they've been washed incorrectly they're no more reliable. Earn money to (GPT) website, or rewards websites, as they're in some cases called, pay you for finishing tiny tasks. What's wonderful regarding these GPT or rewards websites is that the jobs you finish a really easy. Benefit from this excellent totally free deal if you are honored with doubles or even more. So, in order to make the most of this unbelievable sensation, if you are intending an outing with your little one, after that right here are a few suggestions on what to take infant outing. Child Shower Themes The initial as well as most hard thing to do when intending a child shower is to determine on a theme. Currently if you're preparing to get baby garments as your present for a brand-new mom, right here is the overview to aid you generate the ideal item. For those who are looking for the ultimate infant running baby strollers, then they have to seek one that have distinctive item. Below you'll discover child and also youngsters's clothes, footwear, toys, strollers, child seat, maternal clothing, devices as well as more for youngsters 0-10 years.
free baby stuff expecting mother
At The Child Cubby, you can find a significant variety of baby products, such as infant strollers, diaper bags, items for the baby room, like bedding as well as bed mattress, as well as clothing. You can discover whatever from bibs to pacifiers and anything else that an infant might possibly require. 75 that you can utilize to secure free infant stuff! Often times when I have surfed the rewards catalog to retrieve several of my factors, I have actually been able to secure free Pampers baby diapers with my points. And, with this program, you can gain points each time you get the business's items. You can additionally consider using a closet organizer to make full usage of the space. These are very useful and do not occupy much luggage space. You don't assume theyll read our e-mail, do you? We have a review of the Target REDcard, so ensure that you review it to read more. Read Kaveri child justness oil evaluates from web and also see just how the oil functions and at what cost it is offered out there. Moreover, they can make use of these information in learning what the market when. There is likewise natural tooth paste out there that you can get. Handily sufficient, on this internet site, you can break out child book web pages. On this website, you can discover NFL, MBA and also NCAA themed baby stuff. When I had my doubles, I was thrilled to discover a number of methods to take advantage of complimentary deals to get cost-free Pampers as well as various other cost-free baby products. As well as if you want extra remarkable baby clothes patterns that are entirely complimentary ... take an optimal at our Free Baby Onesies blog post. I put together this list of free child clothing patterns for an expectant buddy. When you put the garments on for the baby, make sure that it is clean or if you have actually sanitized cleaners you can dab several of it on the baby garments prior to you clothe the baby with them. Maintain to the policy, acquire your infant clothing with comfort and also practicality in mind as well as maintain the charming outfit for unique events. Be advised, the settlement you obtain will most likely be fairly small, so keep that in mind prior to determining if it's worth the effort. Firstly, if you have an infant or you will provide, the concern of child nappies need to cross your mind. To treat the healthy protein section of the discolor, you should first breakthrough the fatty acids with surfactants that are frequently discovered in stain remover pre-treat sprays. There are likewise a variety of instances you can found where parents choose to buy Baby Clothing after confirming the cost tags. I lately discovered a definitely lovely website called See Kate Sew. Discover our site to discover if we lug baby clothes including your favored team's colors! You can have your discount coupons from the online site of the baby diaper business which will allow you to gain free baby diapers along with various other baby products including gift cards, publications and also a lot more. I can opt-out any time.
Bath time is a vital part of the day for babies, so it's an excellent concept to have the fundamentals for this area even prior to you bring your little one residence. Even you can have correct as well as cost-free guidelines. Although baby getting coverings and also swaddlers are important for those first valuable minutes with your baby, they can have several other usages also. New children are fantastic, however it is a bit shocking sometimes just how much those diapers really cost the first year. Just make certain to wash whatever initially. Place a tiny dab of child shampoo on his head as well as clean his head with your hand or a little wash towel. Breezes as well as zippers in the front are less complicated to place on and remove than those on the back. Breaks or other very easy openings at the crotch make it quicker and also much easier to change baby diapers-- you don't have to take off all of your baby's garments. If you've been blessed with twins or more, you can take advantage of the Several Birth Deal from Pampers to obtain cost-free baby diapers. You can then utilize the Target present cards on a various day to secure free diapers or various other cost-free baby things that you might need. Babies Online scours the web every day to discover you the very best complimentary baby stuff around. Footwear which contain skulls and also bones are all readily available from the Internet and will definitely obtain the interest of a great deal of individuals. Did you understand that a great deal of brand names put price cut codes or bargains on their packaging? Check out the packaging for diapers, formula, and anything else you purchase for your child. She can definitely utilize it and also can value it a lot more if you buy it for them. As soon as you have actually signed up with, you can log in to your participant account as well as download your present pack voucher. If you've just invited a youngster, or understand someone who has, this FREE 22 pack of Pampers nappies will certainly can be found in convenient. Plus we have lots of blog posts to aid you via parenting your Child - and if you have actually not delivered yet, we have actually obtained a growing lot of Maternity posts. ... however are new to sewing, you will just love this FREE novice's class on Craftsy, which will truly assist you reach holds with your sewing equipment. Which can make it seem a total wild-goose chase to drag the embroidery machine out and also start sewing things. Speaking with your medical professional at the medical professional's office can be a wonderful way to obtain some complimentary examples, particularly formula or vitamins, for instance. Whether it's formula or diapers, here are a couple of others things that you can do to secure free stuff for your baby. You can register for this program at the store and afterwards have your card scanned each time you buy Pampers. The arrival of a newborn infant is among the most very prepared for presents in life, and Kelli's Gift Shop Providers will certainly make certain you are prepared with the finest infant blanket wholesale selections for your present shop or shop.
Store wholesale baby clothes for babies, preemies, as well as much more. Kelli's Present Store Suppliers has one of the ideal selections of wholesale baby coverings including fleece blankets, swaddle coverings, receiving blankets, quilts, and also extra. We approve wholesale orders through our manufacturer wholesale web site My Baby Rocks. Yet, it's not the only web site that offers a signup bonus. However, it's not the only means. And while it wasnt the neatest means to maintain their toys, it was certainly among the simplest. Seriously, go as well as take a look, they are entirely beautiful, each and every one of them. There's six beautiful, easy to make onesie patterns, every one of them totally cost-free! When you break out examples of infant formula, you grab them. Doctors generally have totally free infant stuff accessible which are distributed as samples to clients. If you send out in duplicates of the birth certificates, Pampers will send you some complimentary baby diapers! By reviewing testimonials, you will obtain a concept of the working of this oil as well as the way it acts on an infant's body. The oil consist of no poisonous components as well as it is health and wellness giving. We additionally know that eating excessive fat leads to health issue and also weight-gain, however we do need some healthy fats in our diet plan. Eat your own reduced fat nibbles. As mentioned before, consuming fats is the major offender that leads to fat getting on the body generally because fats are high in calories. Weve often tracked down dots that declare to be "Historical Ft " or "Region Site " that have become absolutely nothing greater than a bronze plaque on a rock at the end of a domestic road. Ive seen it less than that, but when the ovary begins twisting itself simply picture a tube with a huge sphere on the end and also by motion or whatever this tube obtains twisted and turned. Having stated that, I loved my carrycot as well as would not have lacked it. There's even a Chrome extension available that internet you price cuts without you even having to go to the Ebates internet site. Or, you can visit the Craigslist internet site, pick your city as well as then click the "cost-free" area if there's one there. But, these aren't the only means that you can obtain your hands on free offers. If the chemicals aren't well-bound to the fabric, they can get in your baby's body a lot more conveniently. So there you are, aren't they simply baby clothing to swoon over! Any type of grownup who has dealt with belly issues, oral work or basic interest as well as has actually eaten a jar of child food can inform you its no mystery why youngsters fling that things all over the kitchen. Pampers wipes promo codes are in fact a source to get discounts over pamper wipes. You can enter drawing to win free baby diapers as well as wipes for a whole year. She can utilize the products and also at the same time an excellent display during the event. At the very same time the switches and also other aspects in the style should be thoroughly stitched.
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How to Optimize Your Conversion Funnel, from ToFu to BoFu
Posted by OliviaRoss
No matter who your customer is or what you’re selling, it’s more likely than not that your customer will have to go through several steps before choosing to buy your product or service. Think about your own shopping habits: you don’t just buy the first thing you see. The first thing you do is note that you have a problem or a need, and then you research a solution online. Once you find that solution, which could be a product or service, you then decide which manufacturer or company is the best fit for your needs based on price, features, quantity — whatever it is that you are looking for.
The sales funnel is a drawn-out process, so it’s important for you to understand your customer’s pain points, needs, and intents as they go from learning about your company to deciding whether or not they want to pay you for your services or products. The goal is for a customer to not only choose you but to keep choosing you over and over again with repeat purchases. By understanding where your customer is in the funnel, you can better move them through that funnel into a reoccurring sale.
What is the conversion funnel?
The “conversion funnel” (also known as the “sales funnel”) is a term that helps you to visualize and understand the flow through which a potential customer lands on your site and then takes a desired action (i.e. converts). This process is often described as a funnel because you're guiding the customer toward your conversion point. And these prospects come from a gamut of methods such as SEO, content marketing, social media marketing, paid ads, and cold outreach.
Conversion rate optimization can occur at every stage in the funnel to improve the number of people you drive towards the most important action. To do this effectively, you need to think about the user experience at each stage — what they want, and how you can give it to them.
A typical conversion funnel has several stages: awareness, interest, consideration, intent, and finally purchase (buy).
Here’s a quick rundown of what to offer for each step of the funnel:
Creating your funnel
Before you even bother creating different offers for different steps in the funnel, you’ll need to make sure you’re tracking these goals properly. The first step is to set up a funnel visualization in Google Analytics. In building your funnel, focus on these three things:
The name of your goal: This goal should have a recognizable name so you know what you’re looking at in your reports. For example, “Document capture e-book A” or “free trial subscription B.”
The actual funnel layout: You may add up to 10 pages in Google Analytics for a conversion funnel. This will allow you to find out where prospects are leaving before completing the goal. Without this, you won’t know which areas need the most attention and improvement.
The value of the goal: In order to determine your ROI, you’ll need to decide what a complete goal is worth. If 20% of prospects who download a whitepaper end up becoming customers who spend $1000 with you, the download value might be $200 (20% of $1000).
A very important to thing to take note of is that your potential customers will be coming from several different avenues to your site. Assuming you don’t have a very small site with very few visitors, there are several likely paths prospects will take towards conversion.
If you try to push all of your prospects through the same funnel, it may look like your site’s conversion rate is extremely low. However, these customers may be getting to you through a different way such as landing pages.
You must account for all avenues of traffic. Image Source
Awareness stage
It’s no secret that customers need to know you exist before they can even think about considering you. So in this phase, you need to focus on attracting people to your site.
For this first step of the funnel, the goal is to create a strong first impression and to build a relationship with your prospective customers. This content should impress them enough that they fill out a form showing interest by giving you their email. Creating multiple TOFU offers gives you the information (company, name, email address) you need to segment and nurture leads further down the funnel.
Blogging
Let’s say Directive wants to create lead generation content. We’ll have some blog posts around PPC, SEO, and content marketing, and we will make sure to categorize these, either in the URL itself or on specific pages, in order to more easily segment our audiences.
So not only should you be targeting people based on the categories they’re visiting, but if you send people to very specific content upgrades or exit popups based on the content they’re reading, you’re going to increase your conversion rates even more.
Let’s pretend your conversion rate is normally just 3–4%, but a blog post talking about technical SEO saw an 18% conversion rate. This is because you’re sending a very specific audience to that page.
Look at how HubSpot lays out their resources navigation. There’s tons of valuable content to learn from.
HelpScout separates their content into categories, and each post is easily scannable in the 3-column card structure.
Social networking
People use social networks for everything nowadays, from getting advice to looking up reviews and referrals. They like seeing the behind-the-scenes on a business’ Instagram, they field their complaints through a business’ Facebook and Twitter, and they look for tutorials and how-tos on Pinterest and YouTube. Social proof builds trust and helps increase conversions. Therefore, create an active presence on the networks that make sense for your market in order to meet your customers. Social media can also indirectly impact your search engine rankings.
OptinMonster - Image Source
Interest / consideration
This stage of the conversion funnel is where you must start standing out from your competitors. If you offer service A at price B but so does Competitor #3, then how is that going to set you apart? What’s going to make the customer more interested in you over a competitor? The thing that makes you different is what will generate the most interest. This is why your unique value proposition (UVP) is so important.
According to Unbounce, your UVP, also known as a unique selling proposition (USP), is a clear statement that describes the benefit of your offer, how you solve your customer's needs, and what sets you apart from the competition.
During the interest stage, your website and content are extremely important in creating that closer relationship with your customers. However, people merely visiting your awesome site is not enough. You will want to keep them engaged after they leave. Just like in the awareness phase, we do this by capturing their email. However, we want to push a little further now.
PPC and landing pages
You can easily increase conversions with email opt-ins that only appear to your PPC visitors. Using this page-level targeting can really boost the effectiveness of your PPC campaigns.
Focus on creating attention-grabbing content like headlines, carousel images, and banners all focused around your UVP.
Here at Directive, we’re constantly coming up with strategies to help our clients get the most leverage out of their content. We created a landing page focused around demo requests. This page was not performing nearly as well as we would have hoped, so we decided to change the offer to a demo video.
By switching an offering from a full demo to just a short 5-minute demo video, we saw a tremendous lift in conversion rates. It makes sense when you realize that the people in our target audience were in the awareness stage and were not interested in spending 30 minutes to an hour with a stranger explaining a product that they’re not ready to buy. As you can see, the demo video outperformed the full demo by an increase of 800%.
Now these leads aren’t anywhere close to buying yet, but it’s better to build that interest in a larger pool of people who can potentially turn into sales than to only have two sales qualified leads to start with.
Site optimization
If you notice that you're getting decent traffic to your website but the prospects are bouncing after a short amount of time, the problem could be that your website doesn't have the content they're looking for, or that the site is difficult to navigate. Make sure to focus on making your web pages clean and legible. You only get one shot at a first impression, so your site must be easy to navigate and the content must explain the unique value of your product or service.
Think about creating supporting content, including a mission statement, blog posts, great promotional offerings, a competitive shipping and returns policy — whatever drives the point home that your customers need the services that only you can offer. Your content needs to encourage visitors to want to learn more about you and what you do. If you're creating blog posts (which you should be), include a call to action for more in-depth content that requires prospects to join your email list to receive it.
The Calls to Action on your pages are extremely important to focus on as well. If the prospects aren’t sure what you’re offering, they’ll be less likely to convert. For this client, we changed the CTA text to “Get an Instant Quote” from “Shop Now” and right off the bat, it made a huge difference. We ended the experiment in about 11 days because it worked so well and the client was so happy.
When comparing the rest of the quarter after the test was complete to the same period before the test began, we saw a 39% increase in request a quote submissions, and a 132% increase in completed checkouts.
Along with concise and clear UVP-related copy throughout your website and blog, continue using white papers, guides, checklists, and templates. These are your lead magnets to gather more customer emails in exchange for your offer.
Gather qualitative data
Use qualitative data tools such as Hotjar to find out where people are clicking, scrolling, or getting stuck on your website. You can build your conversion funnel in Hotjar to see where customers are dropping off. This will tell you which pages you need to optimize.
In this Hotjar funnel, you can see that there’s a major drop off on the demo page. What information isn’t clear on the demo page? Is there friction on this page to keep customers from wanting a demo?
If you’re still not sure what to fix, sometimes it’s best to hear it straight from the horse’s mouth. Set up user polls on your site asking customers what's keeping them from getting their demo/trial/product/etc.
Live chat and chatbots are another way to get user feedback. Gartner forecasts that by 2020, over 85% of customer interactions will be handled without a human. People want answers to their problems as quickly as possible, so providing that live chat solution is a great way to keep people from bouncing because they can’t find the information they need.
Intent (also known as the evaluation or desire phase)
By now, you and some of your competitors are in the running, but only one of you can win first prize. Your potential customers have now started to narrow down their options and eliminate bad fits. According to HubSpot, companies with refined middle-of-the-funnel engagement and lead management strategy see a 4–10 times higher response rate compared to generic email blasts and outreach. Nurtured leads produce, on average, a 20% lift in sales opportunities. Clearly, this is an extremely important part in the funnel.
Customers in the middle of the sales funnel are looking for content that shows them that you're the expert in what you do. Live demos, expert guides, webinars, and white papers that explain how you’re better over competitors are very valuable at this stage. Use social proof to your advantage by using testimonials, reviews, and case studies to show how other customers have enjoyed your services or products. Many qualified leads are still not ready to buy. So in order to nurture these leads and turn them into real paying customers, provide interesting emails or an online community such as a Facebook group.
Email
Start educating your potential customers about what it is you do. Build trust through automated emails sent to subscribers with answers to FAQs about your services and links to new content you have created.
In this email, we offer a piece of content relevant to our subscribers’ interests
Create location- and product-specific pages
Often times, your prospective clients are searching for a very specific product, or they need a service that's local to their area. By creating pages focused around what these users need, you're likely to get more conversions and qualified leads than a general overview page.
At Directive, we created location pages for a client that targeted the areas they serve. We optimized the pages to reflect bubble keywords that increased their rankings and we now rank for a few different keywords on both the first and second page on Google. Since then, the amount of conversions from these pages have been tremendous.
Click to see a larger image.
Continue using PPC campaigns
Click to see a larger image.
In this example, we brought a top-of-funnel CTA into bottom-of-funnel targeting.
We created ads that linked to a gated whitepaper on the client’s website. As you can see, there are a large number of impressions with 531 clicks.
The theory was that our targeting was enough of a pre-qualification. Instead of getting a custom practice evaluation, the user was offered a map to show them how much money they could be making per patient in their state.
Continue using landing pages
A specific landing page and call to action is more relevant to the visitor’s needs than your homepage and so is more likely to convert.
Following the multi-step model designed to ease visitors into a commitment, here’s a demo example from one of our clients:
Notice the questions being asked in the step-one form:
Average Monthly Revenue
Current E-Commerce Pain Points
These questions allow the user to stay anonymous. They also lead the user to believe that they will get a more custom response to their needs based on the specific information they input.
Next, they’re directed to the second-step form fields:
This step is asking for the personal information. However, notice the change in headline on the form itself. “Last step: We have your demo ready to go. Who can we give this to?” This second-step language is very important as it reminds the visitor as to why we need their information: it’s for their benefit — we want to give the visitor something, not take something from them. Time and again, I see a multi-step page outperform a one-step by 300%.
Take advantage of thank you pages
Even though you’ve already captured a lead/sale/sign-up/conversion, thank you and confirmation pages are a necessary step in the funnel process. Right after people opt in for the offer on your landing page, you’ll want to ask them to immediately take another specific action on the thank you page. For example, if you have a page offering a free e-book, offer a free demo on the thank you page to attempt to push those prospects farther down the funnel. They’ll be much more likely to take an action once you’ve already convinced them to take a smaller action.
When visitors land on the report thank you page, we provide them the download link, but we also provide next steps with an option to get a demo.
It’s important to tag people based on what they’ve downloaded or what posts they’ve read. That way you can create tailored messaging for these prospects when reaching out to them through email.
Action
Assuming you’ve optimized each step of the conversion funnel, you should have some qualified leads becoming paying customers. However, your work here is not done. You will need to continue nurturing those qualified leads. After someone has taken a desired action and converted on your website, you’ll want to get these people back into the funnel in order to coax them into repeat business. Retention is such an important part of growing your customer base, since this will be revenue that you don’t have to pay for — this audience already showed a definite interest in what you're offering.
If the lead converts into a customer, show them your other products or services and begin the cycle again. For example, let’s say you provide tree-trimming services and your customer just had you come by to trim the oak trees in their large backyard. After the job is done, continue reaching out to this customer with other services such as grass treatment, stump removals, or whatever else could be useful to them. You can do this by inviting them to an email newsletter or your social media channels. Send coupons and promotions via email. If you have an online store, include loyalty materials in their shipped order so they understand how much you value them as a customer.
Along with nurturing this repeat business, focus on optimizing your product pages by removing friction and doing all you can to encourage shoppers to checkout. Examine and improve your checkout flow by answering common questions along the way.
Key takeaways
Optimizing your funnel is a process that takes time, so don’t be afraid to experiment. It may take a few different offers before you find one that sticks and garners the most conversions. So create as many TOFU offers as you can think of to cater to the many different personas that make up your customer base. From white books and e-books to free trials, your TOFU content is the first step to building that relationship with your customers.
From there, continue creating great content and nurturing those mid-funnel leads. If your content is relevant and your website is optimized, you'll notice that you'll be getting many more leads than you did before optimization. The more leads you gather and keep interested, the more likely you are to get repeat sales!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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How to Optimize Your Conversion Funnel, from ToFu to BoFu
Posted by OliviaRoss
No matter who your customer is or what you’re selling, it’s more likely than not that your customer will have to go through several steps before choosing to buy your product or service. Think about your own shopping habits: you don’t just buy the first thing you see. The first thing you do is note that you have a problem or a need, and then you research a solution online. Once you find that solution, which could be a product or service, you then decide which manufacturer or company is the best fit for your needs based on price, features, quantity — whatever it is that you are looking for.
The sales funnel is a drawn-out process, so it’s important for you to understand your customer’s pain points, needs, and intents as they go from learning about your company to deciding whether or not they want to pay you for your services or products. The goal is for a customer to not only choose you but to keep choosing you over and over again with repeat purchases. By understanding where your customer is in the funnel, you can better move them through that funnel into a reoccurring sale.
What is the conversion funnel?
The “conversion funnel” (also known as the “sales funnel”) is a term that helps you to visualize and understand the flow through which a potential customer lands on your site and then takes a desired action (i.e. converts). This process is often described as a funnel because you're guiding the customer toward your conversion point. And these prospects come from a gamut of methods such as SEO, content marketing, social media marketing, paid ads, and cold outreach.
Conversion rate optimization can occur at every stage in the funnel to improve the number of people you drive towards the most important action. To do this effectively, you need to think about the user experience at each stage — what they want, and how you can give it to them.
A typical conversion funnel has several stages: awareness, interest, consideration, intent, and finally purchase (buy).
Here’s a quick rundown of what to offer for each step of the funnel:
Creating your funnel
Before you even bother creating different offers for different steps in the funnel, you’ll need to make sure you’re tracking these goals properly. The first step is to set up a funnel visualization in Google Analytics. In building your funnel, focus on these three things:
The name of your goal: This goal should have a recognizable name so you know what you’re looking at in your reports. For example, “Document capture e-book A” or “free trial subscription B.”
The actual funnel layout: You may add up to 10 pages in Google Analytics for a conversion funnel. This will allow you to find out where prospects are leaving before completing the goal. Without this, you won’t know which areas need the most attention and improvement.
The value of the goal: In order to determine your ROI, you’ll need to decide what a complete goal is worth. If 20% of prospects who download a whitepaper end up becoming customers who spend $1000 with you, the download value might be $200 (20% of $1000).
A very important to thing to take note of is that your potential customers will be coming from several different avenues to your site. Assuming you don’t have a very small site with very few visitors, there are several likely paths prospects will take towards conversion.
If you try to push all of your prospects through the same funnel, it may look like your site’s conversion rate is extremely low. However, these customers may be getting to you through a different way such as landing pages.
You must account for all avenues of traffic. Image Source
Awareness stage
It’s no secret that customers need to know you exist before they can even think about considering you. So in this phase, you need to focus on attracting people to your site.
For this first step of the funnel, the goal is to create a strong first impression and to build a relationship with your prospective customers. This content should impress them enough that they fill out a form showing interest by giving you their email. Creating multiple TOFU offers gives you the information (company, name, email address) you need to segment and nurture leads further down the funnel.
Blogging
Let’s say Directive wants to create lead generation content. We’ll have some blog posts around PPC, SEO, and content marketing, and we will make sure to categorize these, either in the URL itself or on specific pages, in order to more easily segment our audiences.
So not only should you be targeting people based on the categories they’re visiting, but if you send people to very specific content upgrades or exit popups based on the content they’re reading, you’re going to increase your conversion rates even more.
Let’s pretend your conversion rate is normally just 3–4%, but a blog post talking about technical SEO saw an 18% conversion rate. This is because you’re sending a very specific audience to that page.
Look at how HubSpot lays out their resources navigation. There’s tons of valuable content to learn from.
HelpScout separates their content into categories, and each post is easily scannable in the 3-column card structure.
Social networking
People use social networks for everything nowadays, from getting advice to looking up reviews and referrals. They like seeing the behind-the-scenes on a business’ Instagram, they field their complaints through a business’ Facebook and Twitter, and they look for tutorials and how-tos on Pinterest and YouTube. Social proof builds trust and helps increase conversions. Therefore, create an active presence on the networks that make sense for your market in order to meet your customers. Social media can also indirectly impact your search engine rankings.
OptinMonster - Image Source
Interest / consideration
This stage of the conversion funnel is where you must start standing out from your competitors. If you offer service A at price B but so does Competitor #3, then how is that going to set you apart? What’s going to make the customer more interested in you over a competitor? The thing that makes you different is what will generate the most interest. This is why your unique value proposition (UVP) is so important.
According to Unbounce, your UVP, also known as a unique selling proposition (USP), is a clear statement that describes the benefit of your offer, how you solve your customer's needs, and what sets you apart from the competition.
During the interest stage, your website and content are extremely important in creating that closer relationship with your customers. However, people merely visiting your awesome site is not enough. You will want to keep them engaged after they leave. Just like in the awareness phase, we do this by capturing their email. However, we want to push a little further now.
PPC and landing pages
You can easily increase conversions with email opt-ins that only appear to your PPC visitors. Using this page-level targeting can really boost the effectiveness of your PPC campaigns.
Focus on creating attention-grabbing content like headlines, carousel images, and banners all focused around your UVP.
Here at Directive, we’re constantly coming up with strategies to help our clients get the most leverage out of their content. We created a landing page focused around demo requests. This page was not performing nearly as well as we would have hoped, so we decided to change the offer to a demo video.
By switching an offering from a full demo to just a short 5-minute demo video, we saw a tremendous lift in conversion rates. It makes sense when you realize that the people in our target audience were in the awareness stage and were not interested in spending 30 minutes to an hour with a stranger explaining a product that they’re not ready to buy. As you can see, the demo video outperformed the full demo by an increase of 800%.
Now these leads aren’t anywhere close to buying yet, but it’s better to build that interest in a larger pool of people who can potentially turn into sales than to only have two sales qualified leads to start with.
Site optimization
If you notice that you're getting decent traffic to your website but the prospects are bouncing after a short amount of time, the problem could be that your website doesn't have the content they're looking for, or that the site is difficult to navigate. Make sure to focus on making your web pages clean and legible. You only get one shot at a first impression, so your site must be easy to navigate and the content must explain the unique value of your product or service.
Think about creating supporting content, including a mission statement, blog posts, great promotional offerings, a competitive shipping and returns policy — whatever drives the point home that your customers need the services that only you can offer. Your content needs to encourage visitors to want to learn more about you and what you do. If you're creating blog posts (which you should be), include a call to action for more in-depth content that requires prospects to join your email list to receive it.
The Calls to Action on your pages are extremely important to focus on as well. If the prospects aren’t sure what you’re offering, they’ll be less likely to convert. For this client, we changed the CTA text to “Get an Instant Quote” from “Shop Now” and right off the bat, it made a huge difference. We ended the experiment in about 11 days because it worked so well and the client was so happy.
When comparing the rest of the quarter after the test was complete to the same period before the test began, we saw a 39% increase in request a quote submissions, and a 132% increase in completed checkouts.
Along with concise and clear UVP-related copy throughout your website and blog, continue using white papers, guides, checklists, and templates. These are your lead magnets to gather more customer emails in exchange for your offer.
Gather qualitative data
Use qualitative data tools such as Hotjar to find out where people are clicking, scrolling, or getting stuck on your website. You can build your conversion funnel in Hotjar to see where customers are dropping off. This will tell you which pages you need to optimize.
In this Hotjar funnel, you can see that there’s a major drop off on the demo page. What information isn’t clear on the demo page? Is there friction on this page to keep customers from wanting a demo?
If you’re still not sure what to fix, sometimes it’s best to hear it straight from the horse’s mouth. Set up user polls on your site asking customers what's keeping them from getting their demo/trial/product/etc.
Live chat and chatbots are another way to get user feedback. Gartner forecasts that by 2020, over 85% of customer interactions will be handled without a human. People want answers to their problems as quickly as possible, so providing that live chat solution is a great way to keep people from bouncing because they can’t find the information they need.
Intent (also known as the evaluation or desire phase)
By now, you and some of your competitors are in the running, but only one of you can win first prize. Your potential customers have now started to narrow down their options and eliminate bad fits. According to HubSpot, companies with refined middle-of-the-funnel engagement and lead management strategy see a 4–10 times higher response rate compared to generic email blasts and outreach. Nurtured leads produce, on average, a 20% lift in sales opportunities. Clearly, this is an extremely important part in the funnel.
Customers in the middle of the sales funnel are looking for content that shows them that you're the expert in what you do. Live demos, expert guides, webinars, and white papers that explain how you’re better over competitors are very valuable at this stage. Use social proof to your advantage by using testimonials, reviews, and case studies to show how other customers have enjoyed your services or products. Many qualified leads are still not ready to buy. So in order to nurture these leads and turn them into real paying customers, provide interesting emails or an online community such as a Facebook group.
Email
Start educating your potential customers about what it is you do. Build trust through automated emails sent to subscribers with answers to FAQs about your services and links to new content you have created.
In this email, we offer a piece of content relevant to our subscribers’ interests
Create location- and product-specific pages
Often times, your prospective clients are searching for a very specific product, or they need a service that's local to their area. By creating pages focused around what these users need, you're likely to get more conversions and qualified leads than a general overview page.
At Directive, we created location pages for a client that targeted the areas they serve. We optimized the pages to reflect bubble keywords that increased their rankings and we now rank for a few different keywords on both the first and second page on Google. Since then, the amount of conversions from these pages have been tremendous.
Click to see a larger image.
Continue using PPC campaigns
Click to see a larger image.
In this example, we brought a top-of-funnel CTA into bottom-of-funnel targeting.
We created ads that linked to a gated whitepaper on the client’s website. As you can see, there are a large number of impressions with 531 clicks.
The theory was that our targeting was enough of a pre-qualification. Instead of getting a custom practice evaluation, the user was offered a map to show them how much money they could be making per patient in their state.
Continue using landing pages
A specific landing page and call to action is more relevant to the visitor’s needs than your homepage and so is more likely to convert.
Following the multi-step model designed to ease visitors into a commitment, here’s a demo example from one of our clients:
Notice the questions being asked in the step-one form:
Average Monthly Revenue
Current E-Commerce Pain Points
These questions allow the user to stay anonymous. They also lead the user to believe that they will get a more custom response to their needs based on the specific information they input.
Next, they’re directed to the second-step form fields:
This step is asking for the personal information. However, notice the change in headline on the form itself. “Last step: We have your demo ready to go. Who can we give this to?” This second-step language is very important as it reminds the visitor as to why we need their information: it’s for their benefit — we want to give the visitor something, not take something from them. Time and again, I see a multi-step page outperform a one-step by 300%.
Take advantage of thank you pages
Even though you’ve already captured a lead/sale/sign-up/conversion, thank you and confirmation pages are a necessary step in the funnel process. Right after people opt in for the offer on your landing page, you’ll want to ask them to immediately take another specific action on the thank you page. For example, if you have a page offering a free e-book, offer a free demo on the thank you page to attempt to push those prospects farther down the funnel. They’ll be much more likely to take an action once you’ve already convinced them to take a smaller action.
When visitors land on the report thank you page, we provide them the download link, but we also provide next steps with an option to get a demo.
It’s important to tag people based on what they’ve downloaded or what posts they’ve read. That way you can create tailored messaging for these prospects when reaching out to them through email.
Action
Assuming you’ve optimized each step of the conversion funnel, you should have some qualified leads becoming paying customers. However, your work here is not done. You will need to continue nurturing those qualified leads. After someone has taken a desired action and converted on your website, you’ll want to get these people back into the funnel in order to coax them into repeat business. Retention is such an important part of growing your customer base, since this will be revenue that you don’t have to pay for — this audience already showed a definite interest in what you're offering.
If the lead converts into a customer, show them your other products or services and begin the cycle again. For example, let’s say you provide tree-trimming services and your customer just had you come by to trim the oak trees in their large backyard. After the job is done, continue reaching out to this customer with other services such as grass treatment, stump removals, or whatever else could be useful to them. You can do this by inviting them to an email newsletter or your social media channels. Send coupons and promotions via email. If you have an online store, include loyalty materials in their shipped order so they understand how much you value them as a customer.
Along with nurturing this repeat business, focus on optimizing your product pages by removing friction and doing all you can to encourage shoppers to checkout. Examine and improve your checkout flow by answering common questions along the way.
Key takeaways
Optimizing your funnel is a process that takes time, so don’t be afraid to experiment. It may take a few different offers before you find one that sticks and garners the most conversions. So create as many TOFU offers as you can think of to cater to the many different personas that make up your customer base. From white books and e-books to free trials, your TOFU content is the first step to building that relationship with your customers.
From there, continue creating great content and nurturing those mid-funnel leads. If your content is relevant and your website is optimized, you'll notice that you'll be getting many more leads than you did before optimization. The more leads you gather and keep interested, the more likely you are to get repeat sales!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
How to Optimize Your Conversion Funnel, from ToFu to BoFu
Posted by OliviaRoss
No matter who your customer is or what you’re selling, it’s more likely than not that your customer will have to go through several steps before choosing to buy your product or service. Think about your own shopping habits: you don’t just buy the first thing you see. The first thing you do is note that you have a problem or a need, and then you research a solution online. Once you find that solution, which could be a product or service, you then decide which manufacturer or company is the best fit for your needs based on price, features, quantity — whatever it is that you are looking for.
The sales funnel is a drawn-out process, so it’s important for you to understand your customer’s pain points, needs, and intents as they go from learning about your company to deciding whether or not they want to pay you for your services or products. The goal is for a customer to not only choose you but to keep choosing you over and over again with repeat purchases. By understanding where your customer is in the funnel, you can better move them through that funnel into a reoccurring sale.
What is the conversion funnel?
The “conversion funnel” (also known as the “sales funnel”) is a term that helps you to visualize and understand the flow through which a potential customer lands on your site and then takes a desired action (i.e. converts). This process is often described as a funnel because you're guiding the customer toward your conversion point. And these prospects come from a gamut of methods such as SEO, content marketing, social media marketing, paid ads, and cold outreach.
Conversion rate optimization can occur at every stage in the funnel to improve the number of people you drive towards the most important action. To do this effectively, you need to think about the user experience at each stage — what they want, and how you can give it to them.
A typical conversion funnel has several stages: awareness, interest, consideration, intent, and finally purchase (buy).
Here’s a quick rundown of what to offer for each step of the funnel:
Creating your funnel
Before you even bother creating different offers for different steps in the funnel, you’ll need to make sure you’re tracking these goals properly. The first step is to set up a funnel visualization in Google Analytics. In building your funnel, focus on these three things:
The name of your goal: This goal should have a recognizable name so you know what you’re looking at in your reports. For example, “Document capture e-book A” or “free trial subscription B.”
The actual funnel layout: You may add up to 10 pages in Google Analytics for a conversion funnel. This will allow you to find out where prospects are leaving before completing the goal. Without this, you won’t know which areas need the most attention and improvement.
The value of the goal: In order to determine your ROI, you’ll need to decide what a complete goal is worth. If 20% of prospects who download a whitepaper end up becoming customers who spend $1000 with you, the download value might be $200 (20% of $1000).
A very important to thing to take note of is that your potential customers will be coming from several different avenues to your site. Assuming you don’t have a very small site with very few visitors, there are several likely paths prospects will take towards conversion.
If you try to push all of your prospects through the same funnel, it may look like your site’s conversion rate is extremely low. However, these customers may be getting to you through a different way such as landing pages.
You must account for all avenues of traffic. Image Source
Awareness stage
It’s no secret that customers need to know you exist before they can even think about considering you. So in this phase, you need to focus on attracting people to your site.
For this first step of the funnel, the goal is to create a strong first impression and to build a relationship with your prospective customers. This content should impress them enough that they fill out a form showing interest by giving you their email. Creating multiple TOFU offers gives you the information (company, name, email address) you need to segment and nurture leads further down the funnel.
Blogging
Let’s say Directive wants to create lead generation content. We’ll have some blog posts around PPC, SEO, and content marketing, and we will make sure to categorize these, either in the URL itself or on specific pages, in order to more easily segment our audiences.
So not only should you be targeting people based on the categories they’re visiting, but if you send people to very specific content upgrades or exit popups based on the content they’re reading, you’re going to increase your conversion rates even more.
Let’s pretend your conversion rate is normally just 3–4%, but a blog post talking about technical SEO saw an 18% conversion rate. This is because you’re sending a very specific audience to that page.
Look at how HubSpot lays out their resources navigation. There’s tons of valuable content to learn from.
HelpScout separates their content into categories, and each post is easily scannable in the 3-column card structure.
Social networking
People use social networks for everything nowadays, from getting advice to looking up reviews and referrals. They like seeing the behind-the-scenes on a business’ Instagram, they field their complaints through a business’ Facebook and Twitter, and they look for tutorials and how-tos on Pinterest and YouTube. Social proof builds trust and helps increase conversions. Therefore, create an active presence on the networks that make sense for your market in order to meet your customers. Social media can also indirectly impact your search engine rankings.
OptinMonster - Image Source
Interest / consideration
This stage of the conversion funnel is where you must start standing out from your competitors. If you offer service A at price B but so does Competitor #3, then how is that going to set you apart? What’s going to make the customer more interested in you over a competitor? The thing that makes you different is what will generate the most interest. This is why your unique value proposition (UVP) is so important.
According to Unbounce, your UVP, also known as a unique selling proposition (USP), is a clear statement that describes the benefit of your offer, how you solve your customer's needs, and what sets you apart from the competition.
During the interest stage, your website and content are extremely important in creating that closer relationship with your customers. However, people merely visiting your awesome site is not enough. You will want to keep them engaged after they leave. Just like in the awareness phase, we do this by capturing their email. However, we want to push a little further now.
PPC and landing pages
You can easily increase conversions with email opt-ins that only appear to your PPC visitors. Using this page-level targeting can really boost the effectiveness of your PPC campaigns.
Focus on creating attention-grabbing content like headlines, carousel images, and banners all focused around your UVP.
Here at Directive, we’re constantly coming up with strategies to help our clients get the most leverage out of their content. We created a landing page focused around demo requests. This page was not performing nearly as well as we would have hoped, so we decided to change the offer to a demo video.
By switching an offering from a full demo to just a short 5-minute demo video, we saw a tremendous lift in conversion rates. It makes sense when you realize that the people in our target audience were in the awareness stage and were not interested in spending 30 minutes to an hour with a stranger explaining a product that they’re not ready to buy. As you can see, the demo video outperformed the full demo by an increase of 800%.
Now these leads aren’t anywhere close to buying yet, but it’s better to build that interest in a larger pool of people who can potentially turn into sales than to only have two sales qualified leads to start with.
Site optimization
If you notice that you're getting decent traffic to your website but the prospects are bouncing after a short amount of time, the problem could be that your website doesn't have the content they're looking for, or that the site is difficult to navigate. Make sure to focus on making your web pages clean and legible. You only get one shot at a first impression, so your site must be easy to navigate and the content must explain the unique value of your product or service.
Think about creating supporting content, including a mission statement, blog posts, great promotional offerings, a competitive shipping and returns policy — whatever drives the point home that your customers need the services that only you can offer. Your content needs to encourage visitors to want to learn more about you and what you do. If you're creating blog posts (which you should be), include a call to action for more in-depth content that requires prospects to join your email list to receive it.
The Calls to Action on your pages are extremely important to focus on as well. If the prospects aren’t sure what you’re offering, they’ll be less likely to convert. For this client, we changed the CTA text to “Get an Instant Quote” from “Shop Now” and right off the bat, it made a huge difference. We ended the experiment in about 11 days because it worked so well and the client was so happy.
When comparing the rest of the quarter after the test was complete to the same period before the test began, we saw a 39% increase in request a quote submissions, and a 132% increase in completed checkouts.
Along with concise and clear UVP-related copy throughout your website and blog, continue using white papers, guides, checklists, and templates. These are your lead magnets to gather more customer emails in exchange for your offer.
Gather qualitative data
Use qualitative data tools such as Hotjar to find out where people are clicking, scrolling, or getting stuck on your website. You can build your conversion funnel in Hotjar to see where customers are dropping off. This will tell you which pages you need to optimize.
In this Hotjar funnel, you can see that there’s a major drop off on the demo page. What information isn’t clear on the demo page? Is there friction on this page to keep customers from wanting a demo?
If you’re still not sure what to fix, sometimes it’s best to hear it straight from the horse’s mouth. Set up user polls on your site asking customers what's keeping them from getting their demo/trial/product/etc.
Live chat and chatbots are another way to get user feedback. Gartner forecasts that by 2020, over 85% of customer interactions will be handled without a human. People want answers to their problems as quickly as possible, so providing that live chat solution is a great way to keep people from bouncing because they can’t find the information they need.
Intent (also known as the evaluation or desire phase)
By now, you and some of your competitors are in the running, but only one of you can win first prize. Your potential customers have now started to narrow down their options and eliminate bad fits. According to HubSpot, companies with refined middle-of-the-funnel engagement and lead management strategy see a 4–10 times higher response rate compared to generic email blasts and outreach. Nurtured leads produce, on average, a 20% lift in sales opportunities. Clearly, this is an extremely important part in the funnel.
Customers in the middle of the sales funnel are looking for content that shows them that you're the expert in what you do. Live demos, expert guides, webinars, and white papers that explain how you’re better over competitors are very valuable at this stage. Use social proof to your advantage by using testimonials, reviews, and case studies to show how other customers have enjoyed your services or products. Many qualified leads are still not ready to buy. So in order to nurture these leads and turn them into real paying customers, provide interesting emails or an online community such as a Facebook group.
Email
Start educating your potential customers about what it is you do. Build trust through automated emails sent to subscribers with answers to FAQs about your services and links to new content you have created.
In this email, we offer a piece of content relevant to our subscribers’ interests
Create location- and product-specific pages
Often times, your prospective clients are searching for a very specific product, or they need a service that's local to their area. By creating pages focused around what these users need, you're likely to get more conversions and qualified leads than a general overview page.
At Directive, we created location pages for a client that targeted the areas they serve. We optimized the pages to reflect bubble keywords that increased their rankings and we now rank for a few different keywords on both the first and second page on Google. Since then, the amount of conversions from these pages have been tremendous.
Click to see a larger image.
Continue using PPC campaigns
Click to see a larger image.
In this example, we brought a top-of-funnel CTA into bottom-of-funnel targeting.
We created ads that linked to a gated whitepaper on the client’s website. As you can see, there are a large number of impressions with 531 clicks.
The theory was that our targeting was enough of a pre-qualification. Instead of getting a custom practice evaluation, the user was offered a map to show them how much money they could be making per patient in their state.
Continue using landing pages
A specific landing page and call to action is more relevant to the visitor’s needs than your homepage and so is more likely to convert.
Following the multi-step model designed to ease visitors into a commitment, here’s a demo example from one of our clients:
Notice the questions being asked in the step-one form:
Average Monthly Revenue
Current E-Commerce Pain Points
These questions allow the user to stay anonymous. They also lead the user to believe that they will get a more custom response to their needs based on the specific information they input.
Next, they’re directed to the second-step form fields:
This step is asking for the personal information. However, notice the change in headline on the form itself. “Last step: We have your demo ready to go. Who can we give this to?” This second-step language is very important as it reminds the visitor as to why we need their information: it’s for their benefit — we want to give the visitor something, not take something from them. Time and again, I see a multi-step page outperform a one-step by 300%.
Take advantage of thank you pages
Even though you’ve already captured a lead/sale/sign-up/conversion, thank you and confirmation pages are a necessary step in the funnel process. Right after people opt in for the offer on your landing page, you’ll want to ask them to immediately take another specific action on the thank you page. For example, if you have a page offering a free e-book, offer a free demo on the thank you page to attempt to push those prospects farther down the funnel. They’ll be much more likely to take an action once you’ve already convinced them to take a smaller action.
When visitors land on the report thank you page, we provide them the download link, but we also provide next steps with an option to get a demo.
It’s important to tag people based on what they’ve downloaded or what posts they’ve read. That way you can create tailored messaging for these prospects when reaching out to them through email.
Action
Assuming you’ve optimized each step of the conversion funnel, you should have some qualified leads becoming paying customers. However, your work here is not done. You will need to continue nurturing those qualified leads. After someone has taken a desired action and converted on your website, you’ll want to get these people back into the funnel in order to coax them into repeat business. Retention is such an important part of growing your customer base, since this will be revenue that you don’t have to pay for — this audience already showed a definite interest in what you're offering.
If the lead converts into a customer, show them your other products or services and begin the cycle again. For example, let’s say you provide tree-trimming services and your customer just had you come by to trim the oak trees in their large backyard. After the job is done, continue reaching out to this customer with other services such as grass treatment, stump removals, or whatever else could be useful to them. You can do this by inviting them to an email newsletter or your social media channels. Send coupons and promotions via email. If you have an online store, include loyalty materials in their shipped order so they understand how much you value them as a customer.
Along with nurturing this repeat business, focus on optimizing your product pages by removing friction and doing all you can to encourage shoppers to checkout. Examine and improve your checkout flow by answering common questions along the way.
Key takeaways
Optimizing your funnel is a process that takes time, so don’t be afraid to experiment. It may take a few different offers before you find one that sticks and garners the most conversions. So create as many TOFU offers as you can think of to cater to the many different personas that make up your customer base. From white books and e-books to free trials, your TOFU content is the first step to building that relationship with your customers.
From there, continue creating great content and nurturing those mid-funnel leads. If your content is relevant and your website is optimized, you'll notice that you'll be getting many more leads than you did before optimization. The more leads you gather and keep interested, the more likely you are to get repeat sales!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
How to Optimize Your Conversion Funnel, from ToFu to BoFu
Posted by OliviaRoss
No matter who your customer is or what you’re selling, it’s more likely than not that your customer will have to go through several steps before choosing to buy your product or service. Think about your own shopping habits: you don’t just buy the first thing you see. The first thing you do is note that you have a problem or a need, and then you research a solution online. Once you find that solution, which could be a product or service, you then decide which manufacturer or company is the best fit for your needs based on price, features, quantity — whatever it is that you are looking for.
The sales funnel is a drawn-out process, so it’s important for you to understand your customer’s pain points, needs, and intents as they go from learning about your company to deciding whether or not they want to pay you for your services or products. The goal is for a customer to not only choose you but to keep choosing you over and over again with repeat purchases. By understanding where your customer is in the funnel, you can better move them through that funnel into a reoccurring sale.
What is the conversion funnel?
The “conversion funnel” (also known as the “sales funnel”) is a term that helps you to visualize and understand the flow through which a potential customer lands on your site and then takes a desired action (i.e. converts). This process is often described as a funnel because you're guiding the customer toward your conversion point. And these prospects come from a gamut of methods such as SEO, content marketing, social media marketing, paid ads, and cold outreach.
Conversion rate optimization can occur at every stage in the funnel to improve the number of people you drive towards the most important action. To do this effectively, you need to think about the user experience at each stage — what they want, and how you can give it to them.
A typical conversion funnel has several stages: awareness, interest, consideration, intent, and finally purchase (buy).
Here’s a quick rundown of what to offer for each step of the funnel:
Creating your funnel
Before you even bother creating different offers for different steps in the funnel, you’ll need to make sure you’re tracking these goals properly. The first step is to set up a funnel visualization in Google Analytics. In building your funnel, focus on these three things:
The name of your goal: This goal should have a recognizable name so you know what you’re looking at in your reports. For example, “Document capture e-book A” or “free trial subscription B.”
The actual funnel layout: You may add up to 10 pages in Google Analytics for a conversion funnel. This will allow you to find out where prospects are leaving before completing the goal. Without this, you won’t know which areas need the most attention and improvement.
The value of the goal: In order to determine your ROI, you’ll need to decide what a complete goal is worth. If 20% of prospects who download a whitepaper end up becoming customers who spend $1000 with you, the download value might be $200 (20% of $1000).
A very important to thing to take note of is that your potential customers will be coming from several different avenues to your site. Assuming you don’t have a very small site with very few visitors, there are several likely paths prospects will take towards conversion.
If you try to push all of your prospects through the same funnel, it may look like your site’s conversion rate is extremely low. However, these customers may be getting to you through a different way such as landing pages.
You must account for all avenues of traffic. Image Source
Awareness stage
It’s no secret that customers need to know you exist before they can even think about considering you. So in this phase, you need to focus on attracting people to your site.
For this first step of the funnel, the goal is to create a strong first impression and to build a relationship with your prospective customers. This content should impress them enough that they fill out a form showing interest by giving you their email. Creating multiple TOFU offers gives you the information (company, name, email address) you need to segment and nurture leads further down the funnel.
Blogging
Let’s say Directive wants to create lead generation content. We’ll have some blog posts around PPC, SEO, and content marketing, and we will make sure to categorize these, either in the URL itself or on specific pages, in order to more easily segment our audiences.
So not only should you be targeting people based on the categories they’re visiting, but if you send people to very specific content upgrades or exit popups based on the content they’re reading, you’re going to increase your conversion rates even more.
Let’s pretend your conversion rate is normally just 3–4%, but a blog post talking about technical SEO saw an 18% conversion rate. This is because you’re sending a very specific audience to that page.
Look at how HubSpot lays out their resources navigation. There’s tons of valuable content to learn from.
HelpScout separates their content into categories, and each post is easily scannable in the 3-column card structure.
Social networking
People use social networks for everything nowadays, from getting advice to looking up reviews and referrals. They like seeing the behind-the-scenes on a business’ Instagram, they field their complaints through a business’ Facebook and Twitter, and they look for tutorials and how-tos on Pinterest and YouTube. Social proof builds trust and helps increase conversions. Therefore, create an active presence on the networks that make sense for your market in order to meet your customers. Social media can also indirectly impact your search engine rankings.
OptinMonster - Image Source
Interest / consideration
This stage of the conversion funnel is where you must start standing out from your competitors. If you offer service A at price B but so does Competitor #3, then how is that going to set you apart? What’s going to make the customer more interested in you over a competitor? The thing that makes you different is what will generate the most interest. This is why your unique value proposition (UVP) is so important.
According to Unbounce, your UVP, also known as a unique selling proposition (USP), is a clear statement that describes the benefit of your offer, how you solve your customer's needs, and what sets you apart from the competition.
During the interest stage, your website and content are extremely important in creating that closer relationship with your customers. However, people merely visiting your awesome site is not enough. You will want to keep them engaged after they leave. Just like in the awareness phase, we do this by capturing their email. However, we want to push a little further now.
PPC and landing pages
You can easily increase conversions with email opt-ins that only appear to your PPC visitors. Using this page-level targeting can really boost the effectiveness of your PPC campaigns.
Focus on creating attention-grabbing content like headlines, carousel images, and banners all focused around your UVP.
Here at Directive, we’re constantly coming up with strategies to help our clients get the most leverage out of their content. We created a landing page focused around demo requests. This page was not performing nearly as well as we would have hoped, so we decided to change the offer to a demo video.
By switching an offering from a full demo to just a short 5-minute demo video, we saw a tremendous lift in conversion rates. It makes sense when you realize that the people in our target audience were in the awareness stage and were not interested in spending 30 minutes to an hour with a stranger explaining a product that they’re not ready to buy. As you can see, the demo video outperformed the full demo by an increase of 800%.
Now these leads aren’t anywhere close to buying yet, but it’s better to build that interest in a larger pool of people who can potentially turn into sales than to only have two sales qualified leads to start with.
Site optimization
If you notice that you're getting decent traffic to your website but the prospects are bouncing after a short amount of time, the problem could be that your website doesn't have the content they're looking for, or that the site is difficult to navigate. Make sure to focus on making your web pages clean and legible. You only get one shot at a first impression, so your site must be easy to navigate and the content must explain the unique value of your product or service.
Think about creating supporting content, including a mission statement, blog posts, great promotional offerings, a competitive shipping and returns policy — whatever drives the point home that your customers need the services that only you can offer. Your content needs to encourage visitors to want to learn more about you and what you do. If you're creating blog posts (which you should be), include a call to action for more in-depth content that requires prospects to join your email list to receive it.
The Calls to Action on your pages are extremely important to focus on as well. If the prospects aren’t sure what you’re offering, they’ll be less likely to convert. For this client, we changed the CTA text to “Get an Instant Quote” from “Shop Now” and right off the bat, it made a huge difference. We ended the experiment in about 11 days because it worked so well and the client was so happy.
When comparing the rest of the quarter after the test was complete to the same period before the test began, we saw a 39% increase in request a quote submissions, and a 132% increase in completed checkouts.
Along with concise and clear UVP-related copy throughout your website and blog, continue using white papers, guides, checklists, and templates. These are your lead magnets to gather more customer emails in exchange for your offer.
Gather qualitative data
Use qualitative data tools such as Hotjar to find out where people are clicking, scrolling, or getting stuck on your website. You can build your conversion funnel in Hotjar to see where customers are dropping off. This will tell you which pages you need to optimize.
In this Hotjar funnel, you can see that there’s a major drop off on the demo page. What information isn’t clear on the demo page? Is there friction on this page to keep customers from wanting a demo?
If you’re still not sure what to fix, sometimes it’s best to hear it straight from the horse’s mouth. Set up user polls on your site asking customers what's keeping them from getting their demo/trial/product/etc.
Live chat and chatbots are another way to get user feedback. Gartner forecasts that by 2020, over 85% of customer interactions will be handled without a human. People want answers to their problems as quickly as possible, so providing that live chat solution is a great way to keep people from bouncing because they can’t find the information they need.
Intent (also known as the evaluation or desire phase)
By now, you and some of your competitors are in the running, but only one of you can win first prize. Your potential customers have now started to narrow down their options and eliminate bad fits. According to HubSpot, companies with refined middle-of-the-funnel engagement and lead management strategy see a 4–10 times higher response rate compared to generic email blasts and outreach. Nurtured leads produce, on average, a 20% lift in sales opportunities. Clearly, this is an extremely important part in the funnel.
Customers in the middle of the sales funnel are looking for content that shows them that you're the expert in what you do. Live demos, expert guides, webinars, and white papers that explain how you’re better over competitors are very valuable at this stage. Use social proof to your advantage by using testimonials, reviews, and case studies to show how other customers have enjoyed your services or products. Many qualified leads are still not ready to buy. So in order to nurture these leads and turn them into real paying customers, provide interesting emails or an online community such as a Facebook group.
Email
Start educating your potential customers about what it is you do. Build trust through automated emails sent to subscribers with answers to FAQs about your services and links to new content you have created.
In this email, we offer a piece of content relevant to our subscribers’ interests
Create location- and product-specific pages
Often times, your prospective clients are searching for a very specific product, or they need a service that's local to their area. By creating pages focused around what these users need, you're likely to get more conversions and qualified leads than a general overview page.
At Directive, we created location pages for a client that targeted the areas they serve. We optimized the pages to reflect bubble keywords that increased their rankings and we now rank for a few different keywords on both the first and second page on Google. Since then, the amount of conversions from these pages have been tremendous.
Click to see a larger image.
Continue using PPC campaigns
Click to see a larger image.
In this example, we brought a top-of-funnel CTA into bottom-of-funnel targeting.
We created ads that linked to a gated whitepaper on the client’s website. As you can see, there are a large number of impressions with 531 clicks.
The theory was that our targeting was enough of a pre-qualification. Instead of getting a custom practice evaluation, the user was offered a map to show them how much money they could be making per patient in their state.
Continue using landing pages
A specific landing page and call to action is more relevant to the visitor’s needs than your homepage and so is more likely to convert.
Following the multi-step model designed to ease visitors into a commitment, here’s a demo example from one of our clients:
Notice the questions being asked in the step-one form:
Average Monthly Revenue
Current E-Commerce Pain Points
These questions allow the user to stay anonymous. They also lead the user to believe that they will get a more custom response to their needs based on the specific information they input.
Next, they’re directed to the second-step form fields:
This step is asking for the personal information. However, notice the change in headline on the form itself. “Last step: We have your demo ready to go. Who can we give this to?” This second-step language is very important as it reminds the visitor as to why we need their information: it’s for their benefit — we want to give the visitor something, not take something from them. Time and again, I see a multi-step page outperform a one-step by 300%.
Take advantage of thank you pages
Even though you’ve already captured a lead/sale/sign-up/conversion, thank you and confirmation pages are a necessary step in the funnel process. Right after people opt in for the offer on your landing page, you’ll want to ask them to immediately take another specific action on the thank you page. For example, if you have a page offering a free e-book, offer a free demo on the thank you page to attempt to push those prospects farther down the funnel. They’ll be much more likely to take an action once you’ve already convinced them to take a smaller action.
When visitors land on the report thank you page, we provide them the download link, but we also provide next steps with an option to get a demo.
It’s important to tag people based on what they’ve downloaded or what posts they’ve read. That way you can create tailored messaging for these prospects when reaching out to them through email.
Action
Assuming you’ve optimized each step of the conversion funnel, you should have some qualified leads becoming paying customers. However, your work here is not done. You will need to continue nurturing those qualified leads. After someone has taken a desired action and converted on your website, you’ll want to get these people back into the funnel in order to coax them into repeat business. Retention is such an important part of growing your customer base, since this will be revenue that you don’t have to pay for — this audience already showed a definite interest in what you're offering.
If the lead converts into a customer, show them your other products or services and begin the cycle again. For example, let’s say you provide tree-trimming services and your customer just had you come by to trim the oak trees in their large backyard. After the job is done, continue reaching out to this customer with other services such as grass treatment, stump removals, or whatever else could be useful to them. You can do this by inviting them to an email newsletter or your social media channels. Send coupons and promotions via email. If you have an online store, include loyalty materials in their shipped order so they understand how much you value them as a customer.
Along with nurturing this repeat business, focus on optimizing your product pages by removing friction and doing all you can to encourage shoppers to checkout. Examine and improve your checkout flow by answering common questions along the way.
Key takeaways
Optimizing your funnel is a process that takes time, so don’t be afraid to experiment. It may take a few different offers before you find one that sticks and garners the most conversions. So create as many TOFU offers as you can think of to cater to the many different personas that make up your customer base. From white books and e-books to free trials, your TOFU content is the first step to building that relationship with your customers.
From there, continue creating great content and nurturing those mid-funnel leads. If your content is relevant and your website is optimized, you'll notice that you'll be getting many more leads than you did before optimization. The more leads you gather and keep interested, the more likely you are to get repeat sales!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
How to Optimize Your Conversion Funnel, from ToFu to BoFu
Posted by OliviaRoss
No matter who your customer is or what you’re selling, it’s more likely than not that your customer will have to go through several steps before choosing to buy your product or service. Think about your own shopping habits: you don’t just buy the first thing you see. The first thing you do is note that you have a problem or a need, and then you research a solution online. Once you find that solution, which could be a product or service, you then decide which manufacturer or company is the best fit for your needs based on price, features, quantity — whatever it is that you are looking for.
The sales funnel is a drawn-out process, so it’s important for you to understand your customer’s pain points, needs, and intents as they go from learning about your company to deciding whether or not they want to pay you for your services or products. The goal is for a customer to not only choose you but to keep choosing you over and over again with repeat purchases. By understanding where your customer is in the funnel, you can better move them through that funnel into a reoccurring sale.
What is the conversion funnel?
The “conversion funnel” (also known as the “sales funnel”) is a term that helps you to visualize and understand the flow through which a potential customer lands on your site and then takes a desired action (i.e. converts). This process is often described as a funnel because you're guiding the customer toward your conversion point. And these prospects come from a gamut of methods such as SEO, content marketing, social media marketing, paid ads, and cold outreach.
Conversion rate optimization can occur at every stage in the funnel to improve the number of people you drive towards the most important action. To do this effectively, you need to think about the user experience at each stage — what they want, and how you can give it to them.
A typical conversion funnel has several stages: awareness, interest, consideration, intent, and finally purchase (buy).
Here’s a quick rundown of what to offer for each step of the funnel:
Creating your funnel
Before you even bother creating different offers for different steps in the funnel, you’ll need to make sure you’re tracking these goals properly. The first step is to set up a funnel visualization in Google Analytics. In building your funnel, focus on these three things:
The name of your goal: This goal should have a recognizable name so you know what you’re looking at in your reports. For example, “Document capture e-book A” or “free trial subscription B.”
The actual funnel layout: You may add up to 10 pages in Google Analytics for a conversion funnel. This will allow you to find out where prospects are leaving before completing the goal. Without this, you won’t know which areas need the most attention and improvement.
The value of the goal: In order to determine your ROI, you’ll need to decide what a complete goal is worth. If 20% of prospects who download a whitepaper end up becoming customers who spend $1000 with you, the download value might be $200 (20% of $1000).
A very important to thing to take note of is that your potential customers will be coming from several different avenues to your site. Assuming you don’t have a very small site with very few visitors, there are several likely paths prospects will take towards conversion.
If you try to push all of your prospects through the same funnel, it may look like your site’s conversion rate is extremely low. However, these customers may be getting to you through a different way such as landing pages.
You must account for all avenues of traffic. Image Source
Awareness stage
It’s no secret that customers need to know you exist before they can even think about considering you. So in this phase, you need to focus on attracting people to your site.
For this first step of the funnel, the goal is to create a strong first impression and to build a relationship with your prospective customers. This content should impress them enough that they fill out a form showing interest by giving you their email. Creating multiple TOFU offers gives you the information (company, name, email address) you need to segment and nurture leads further down the funnel.
Blogging
Let’s say Directive wants to create lead generation content. We’ll have some blog posts around PPC, SEO, and content marketing, and we will make sure to categorize these, either in the URL itself or on specific pages, in order to more easily segment our audiences.
So not only should you be targeting people based on the categories they’re visiting, but if you send people to very specific content upgrades or exit popups based on the content they’re reading, you’re going to increase your conversion rates even more.
Let’s pretend your conversion rate is normally just 3–4%, but a blog post talking about technical SEO saw an 18% conversion rate. This is because you’re sending a very specific audience to that page.
Look at how HubSpot lays out their resources navigation. There’s tons of valuable content to learn from.
HelpScout separates their content into categories, and each post is easily scannable in the 3-column card structure.
Social networking
People use social networks for everything nowadays, from getting advice to looking up reviews and referrals. They like seeing the behind-the-scenes on a business’ Instagram, they field their complaints through a business’ Facebook and Twitter, and they look for tutorials and how-tos on Pinterest and YouTube. Social proof builds trust and helps increase conversions. Therefore, create an active presence on the networks that make sense for your market in order to meet your customers. Social media can also indirectly impact your search engine rankings.
OptinMonster - Image Source
Interest / consideration
This stage of the conversion funnel is where you must start standing out from your competitors. If you offer service A at price B but so does Competitor #3, then how is that going to set you apart? What’s going to make the customer more interested in you over a competitor? The thing that makes you different is what will generate the most interest. This is why your unique value proposition (UVP) is so important.
According to Unbounce, your UVP, also known as a unique selling proposition (USP), is a clear statement that describes the benefit of your offer, how you solve your customer's needs, and what sets you apart from the competition.
During the interest stage, your website and content are extremely important in creating that closer relationship with your customers. However, people merely visiting your awesome site is not enough. You will want to keep them engaged after they leave. Just like in the awareness phase, we do this by capturing their email. However, we want to push a little further now.
PPC and landing pages
You can easily increase conversions with email opt-ins that only appear to your PPC visitors. Using this page-level targeting can really boost the effectiveness of your PPC campaigns.
Focus on creating attention-grabbing content like headlines, carousel images, and banners all focused around your UVP.
Here at Directive, we’re constantly coming up with strategies to help our clients get the most leverage out of their content. We created a landing page focused around demo requests. This page was not performing nearly as well as we would have hoped, so we decided to change the offer to a demo video.
By switching an offering from a full demo to just a short 5-minute demo video, we saw a tremendous lift in conversion rates. It makes sense when you realize that the people in our target audience were in the awareness stage and were not interested in spending 30 minutes to an hour with a stranger explaining a product that they’re not ready to buy. As you can see, the demo video outperformed the full demo by an increase of 800%.
Now these leads aren’t anywhere close to buying yet, but it’s better to build that interest in a larger pool of people who can potentially turn into sales than to only have two sales qualified leads to start with.
Site optimization
If you notice that you're getting decent traffic to your website but the prospects are bouncing after a short amount of time, the problem could be that your website doesn't have the content they're looking for, or that the site is difficult to navigate. Make sure to focus on making your web pages clean and legible. You only get one shot at a first impression, so your site must be easy to navigate and the content must explain the unique value of your product or service.
Think about creating supporting content, including a mission statement, blog posts, great promotional offerings, a competitive shipping and returns policy — whatever drives the point home that your customers need the services that only you can offer. Your content needs to encourage visitors to want to learn more about you and what you do. If you're creating blog posts (which you should be), include a call to action for more in-depth content that requires prospects to join your email list to receive it.
The Calls to Action on your pages are extremely important to focus on as well. If the prospects aren’t sure what you’re offering, they’ll be less likely to convert. For this client, we changed the CTA text to “Get an Instant Quote” from “Shop Now” and right off the bat, it made a huge difference. We ended the experiment in about 11 days because it worked so well and the client was so happy.
When comparing the rest of the quarter after the test was complete to the same period before the test began, we saw a 39% increase in request a quote submissions, and a 132% increase in completed checkouts.
Along with concise and clear UVP-related copy throughout your website and blog, continue using white papers, guides, checklists, and templates. These are your lead magnets to gather more customer emails in exchange for your offer.
Gather qualitative data
Use qualitative data tools such as Hotjar to find out where people are clicking, scrolling, or getting stuck on your website. You can build your conversion funnel in Hotjar to see where customers are dropping off. This will tell you which pages you need to optimize.
In this Hotjar funnel, you can see that there’s a major drop off on the demo page. What information isn’t clear on the demo page? Is there friction on this page to keep customers from wanting a demo?
If you’re still not sure what to fix, sometimes it’s best to hear it straight from the horse’s mouth. Set up user polls on your site asking customers what's keeping them from getting their demo/trial/product/etc.
Live chat and chatbots are another way to get user feedback. Gartner forecasts that by 2020, over 85% of customer interactions will be handled without a human. People want answers to their problems as quickly as possible, so providing that live chat solution is a great way to keep people from bouncing because they can’t find the information they need.
Intent (also known as the evaluation or desire phase)
By now, you and some of your competitors are in the running, but only one of you can win first prize. Your potential customers have now started to narrow down their options and eliminate bad fits. According to HubSpot, companies with refined middle-of-the-funnel engagement and lead management strategy see a 4–10 times higher response rate compared to generic email blasts and outreach. Nurtured leads produce, on average, a 20% lift in sales opportunities. Clearly, this is an extremely important part in the funnel.
Customers in the middle of the sales funnel are looking for content that shows them that you're the expert in what you do. Live demos, expert guides, webinars, and white papers that explain how you’re better over competitors are very valuable at this stage. Use social proof to your advantage by using testimonials, reviews, and case studies to show how other customers have enjoyed your services or products. Many qualified leads are still not ready to buy. So in order to nurture these leads and turn them into real paying customers, provide interesting emails or an online community such as a Facebook group.
Email
Start educating your potential customers about what it is you do. Build trust through automated emails sent to subscribers with answers to FAQs about your services and links to new content you have created.
In this email, we offer a piece of content relevant to our subscribers’ interests
Create location- and product-specific pages
Often times, your prospective clients are searching for a very specific product, or they need a service that's local to their area. By creating pages focused around what these users need, you're likely to get more conversions and qualified leads than a general overview page.
At Directive, we created location pages for a client that targeted the areas they serve. We optimized the pages to reflect bubble keywords that increased their rankings and we now rank for a few different keywords on both the first and second page on Google. Since then, the amount of conversions from these pages have been tremendous.
Click to see a larger image.
Continue using PPC campaigns
Click to see a larger image.
In this example, we brought a top-of-funnel CTA into bottom-of-funnel targeting.
We created ads that linked to a gated whitepaper on the client’s website. As you can see, there are a large number of impressions with 531 clicks.
The theory was that our targeting was enough of a pre-qualification. Instead of getting a custom practice evaluation, the user was offered a map to show them how much money they could be making per patient in their state.
Continue using landing pages
A specific landing page and call to action is more relevant to the visitor’s needs than your homepage and so is more likely to convert.
Following the multi-step model designed to ease visitors into a commitment, here’s a demo example from one of our clients:
Notice the questions being asked in the step-one form:
Average Monthly Revenue
Current E-Commerce Pain Points
These questions allow the user to stay anonymous. They also lead the user to believe that they will get a more custom response to their needs based on the specific information they input.
Next, they’re directed to the second-step form fields:
This step is asking for the personal information. However, notice the change in headline on the form itself. “Last step: We have your demo ready to go. Who can we give this to?” This second-step language is very important as it reminds the visitor as to why we need their information: it’s for their benefit — we want to give the visitor something, not take something from them. Time and again, I see a multi-step page outperform a one-step by 300%.
Take advantage of thank you pages
Even though you’ve already captured a lead/sale/sign-up/conversion, thank you and confirmation pages are a necessary step in the funnel process. Right after people opt in for the offer on your landing page, you’ll want to ask them to immediately take another specific action on the thank you page. For example, if you have a page offering a free e-book, offer a free demo on the thank you page to attempt to push those prospects farther down the funnel. They’ll be much more likely to take an action once you’ve already convinced them to take a smaller action.
When visitors land on the report thank you page, we provide them the download link, but we also provide next steps with an option to get a demo.
It’s important to tag people based on what they’ve downloaded or what posts they’ve read. That way you can create tailored messaging for these prospects when reaching out to them through email.
Action
Assuming you’ve optimized each step of the conversion funnel, you should have some qualified leads becoming paying customers. However, your work here is not done. You will need to continue nurturing those qualified leads. After someone has taken a desired action and converted on your website, you’ll want to get these people back into the funnel in order to coax them into repeat business. Retention is such an important part of growing your customer base, since this will be revenue that you don’t have to pay for — this audience already showed a definite interest in what you're offering.
If the lead converts into a customer, show them your other products or services and begin the cycle again. For example, let’s say you provide tree-trimming services and your customer just had you come by to trim the oak trees in their large backyard. After the job is done, continue reaching out to this customer with other services such as grass treatment, stump removals, or whatever else could be useful to them. You can do this by inviting them to an email newsletter or your social media channels. Send coupons and promotions via email. If you have an online store, include loyalty materials in their shipped order so they understand how much you value them as a customer.
Along with nurturing this repeat business, focus on optimizing your product pages by removing friction and doing all you can to encourage shoppers to checkout. Examine and improve your checkout flow by answering common questions along the way.
Key takeaways
Optimizing your funnel is a process that takes time, so don’t be afraid to experiment. It may take a few different offers before you find one that sticks and garners the most conversions. So create as many TOFU offers as you can think of to cater to the many different personas that make up your customer base. From white books and e-books to free trials, your TOFU content is the first step to building that relationship with your customers.
From there, continue creating great content and nurturing those mid-funnel leads. If your content is relevant and your website is optimized, you'll notice that you'll be getting many more leads than you did before optimization. The more leads you gather and keep interested, the more likely you are to get repeat sales!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
How to Optimize Your Conversion Funnel, from ToFu to BoFu
Posted by OliviaRoss
No matter who your customer is or what you’re selling, it’s more likely than not that your customer will have to go through several steps before choosing to buy your product or service. Think about your own shopping habits: you don’t just buy the first thing you see. The first thing you do is note that you have a problem or a need, and then you research a solution online. Once you find that solution, which could be a product or service, you then decide which manufacturer or company is the best fit for your needs based on price, features, quantity — whatever it is that you are looking for.
The sales funnel is a drawn-out process, so it’s important for you to understand your customer’s pain points, needs, and intents as they go from learning about your company to deciding whether or not they want to pay you for your services or products. The goal is for a customer to not only choose you but to keep choosing you over and over again with repeat purchases. By understanding where your customer is in the funnel, you can better move them through that funnel into a reoccurring sale.
What is the conversion funnel?
The “conversion funnel” (also known as the “sales funnel”) is a term that helps you to visualize and understand the flow through which a potential customer lands on your site and then takes a desired action (i.e. converts). This process is often described as a funnel because you're guiding the customer toward your conversion point. And these prospects come from a gamut of methods such as SEO, content marketing, social media marketing, paid ads, and cold outreach.
Conversion rate optimization can occur at every stage in the funnel to improve the number of people you drive towards the most important action. To do this effectively, you need to think about the user experience at each stage — what they want, and how you can give it to them.
A typical conversion funnel has several stages: awareness, interest, consideration, intent, and finally purchase (buy).
Here’s a quick rundown of what to offer for each step of the funnel:
Creating your funnel
Before you even bother creating different offers for different steps in the funnel, you’ll need to make sure you’re tracking these goals properly. The first step is to set up a funnel visualization in Google Analytics. In building your funnel, focus on these three things:
The name of your goal: This goal should have a recognizable name so you know what you’re looking at in your reports. For example, “Document capture e-book A” or “free trial subscription B.”
The actual funnel layout: You may add up to 10 pages in Google Analytics for a conversion funnel. This will allow you to find out where prospects are leaving before completing the goal. Without this, you won’t know which areas need the most attention and improvement.
The value of the goal: In order to determine your ROI, you’ll need to decide what a complete goal is worth. If 20% of prospects who download a whitepaper end up becoming customers who spend $1000 with you, the download value might be $200 (20% of $1000).
A very important to thing to take note of is that your potential customers will be coming from several different avenues to your site. Assuming you don’t have a very small site with very few visitors, there are several likely paths prospects will take towards conversion.
If you try to push all of your prospects through the same funnel, it may look like your site’s conversion rate is extremely low. However, these customers may be getting to you through a different way such as landing pages.
You must account for all avenues of traffic. Image Source
Awareness stage
It’s no secret that customers need to know you exist before they can even think about considering you. So in this phase, you need to focus on attracting people to your site.
For this first step of the funnel, the goal is to create a strong first impression and to build a relationship with your prospective customers. This content should impress them enough that they fill out a form showing interest by giving you their email. Creating multiple TOFU offers gives you the information (company, name, email address) you need to segment and nurture leads further down the funnel.
Blogging
Let’s say Directive wants to create lead generation content. We’ll have some blog posts around PPC, SEO, and content marketing, and we will make sure to categorize these, either in the URL itself or on specific pages, in order to more easily segment our audiences.
So not only should you be targeting people based on the categories they’re visiting, but if you send people to very specific content upgrades or exit popups based on the content they’re reading, you’re going to increase your conversion rates even more.
Let’s pretend your conversion rate is normally just 3–4%, but a blog post talking about technical SEO saw an 18% conversion rate. This is because you’re sending a very specific audience to that page.
Look at how HubSpot lays out their resources navigation. There’s tons of valuable content to learn from.
HelpScout separates their content into categories, and each post is easily scannable in the 3-column card structure.
Social networking
People use social networks for everything nowadays, from getting advice to looking up reviews and referrals. They like seeing the behind-the-scenes on a business’ Instagram, they field their complaints through a business’ Facebook and Twitter, and they look for tutorials and how-tos on Pinterest and YouTube. Social proof builds trust and helps increase conversions. Therefore, create an active presence on the networks that make sense for your market in order to meet your customers. Social media can also indirectly impact your search engine rankings.
OptinMonster - Image Source
Interest / consideration
This stage of the conversion funnel is where you must start standing out from your competitors. If you offer service A at price B but so does Competitor #3, then how is that going to set you apart? What’s going to make the customer more interested in you over a competitor? The thing that makes you different is what will generate the most interest. This is why your unique value proposition (UVP) is so important.
According to Unbounce, your UVP, also known as a unique selling proposition (USP), is a clear statement that describes the benefit of your offer, how you solve your customer's needs, and what sets you apart from the competition.
During the interest stage, your website and content are extremely important in creating that closer relationship with your customers. However, people merely visiting your awesome site is not enough. You will want to keep them engaged after they leave. Just like in the awareness phase, we do this by capturing their email. However, we want to push a little further now.
PPC and landing pages
You can easily increase conversions with email opt-ins that only appear to your PPC visitors. Using this page-level targeting can really boost the effectiveness of your PPC campaigns.
Focus on creating attention-grabbing content like headlines, carousel images, and banners all focused around your UVP.
Here at Directive, we’re constantly coming up with strategies to help our clients get the most leverage out of their content. We created a landing page focused around demo requests. This page was not performing nearly as well as we would have hoped, so we decided to change the offer to a demo video.
By switching an offering from a full demo to just a short 5-minute demo video, we saw a tremendous lift in conversion rates. It makes sense when you realize that the people in our target audience were in the awareness stage and were not interested in spending 30 minutes to an hour with a stranger explaining a product that they’re not ready to buy. As you can see, the demo video outperformed the full demo by an increase of 800%.
Now these leads aren’t anywhere close to buying yet, but it’s better to build that interest in a larger pool of people who can potentially turn into sales than to only have two sales qualified leads to start with.
Site optimization
If you notice that you're getting decent traffic to your website but the prospects are bouncing after a short amount of time, the problem could be that your website doesn't have the content they're looking for, or that the site is difficult to navigate. Make sure to focus on making your web pages clean and legible. You only get one shot at a first impression, so your site must be easy to navigate and the content must explain the unique value of your product or service.
Think about creating supporting content, including a mission statement, blog posts, great promotional offerings, a competitive shipping and returns policy — whatever drives the point home that your customers need the services that only you can offer. Your content needs to encourage visitors to want to learn more about you and what you do. If you're creating blog posts (which you should be), include a call to action for more in-depth content that requires prospects to join your email list to receive it.
The Calls to Action on your pages are extremely important to focus on as well. If the prospects aren’t sure what you’re offering, they’ll be less likely to convert. For this client, we changed the CTA text to “Get an Instant Quote” from “Shop Now” and right off the bat, it made a huge difference. We ended the experiment in about 11 days because it worked so well and the client was so happy.
When comparing the rest of the quarter after the test was complete to the same period before the test began, we saw a 39% increase in request a quote submissions, and a 132% increase in completed checkouts.
Along with concise and clear UVP-related copy throughout your website and blog, continue using white papers, guides, checklists, and templates. These are your lead magnets to gather more customer emails in exchange for your offer.
Gather qualitative data
Use qualitative data tools such as Hotjar to find out where people are clicking, scrolling, or getting stuck on your website. You can build your conversion funnel in Hotjar to see where customers are dropping off. This will tell you which pages you need to optimize.
In this Hotjar funnel, you can see that there’s a major drop off on the demo page. What information isn’t clear on the demo page? Is there friction on this page to keep customers from wanting a demo?
If you’re still not sure what to fix, sometimes it’s best to hear it straight from the horse’s mouth. Set up user polls on your site asking customers what's keeping them from getting their demo/trial/product/etc.
Live chat and chatbots are another way to get user feedback. Gartner forecasts that by 2020, over 85% of customer interactions will be handled without a human. People want answers to their problems as quickly as possible, so providing that live chat solution is a great way to keep people from bouncing because they can’t find the information they need.
Intent (also known as the evaluation or desire phase)
By now, you and some of your competitors are in the running, but only one of you can win first prize. Your potential customers have now started to narrow down their options and eliminate bad fits. According to HubSpot, companies with refined middle-of-the-funnel engagement and lead management strategy see a 4–10 times higher response rate compared to generic email blasts and outreach. Nurtured leads produce, on average, a 20% lift in sales opportunities. Clearly, this is an extremely important part in the funnel.
Customers in the middle of the sales funnel are looking for content that shows them that you're the expert in what you do. Live demos, expert guides, webinars, and white papers that explain how you’re better over competitors are very valuable at this stage. Use social proof to your advantage by using testimonials, reviews, and case studies to show how other customers have enjoyed your services or products. Many qualified leads are still not ready to buy. So in order to nurture these leads and turn them into real paying customers, provide interesting emails or an online community such as a Facebook group.
Email
Start educating your potential customers about what it is you do. Build trust through automated emails sent to subscribers with answers to FAQs about your services and links to new content you have created.
In this email, we offer a piece of content relevant to our subscribers’ interests
Create location- and product-specific pages
Often times, your prospective clients are searching for a very specific product, or they need a service that's local to their area. By creating pages focused around what these users need, you're likely to get more conversions and qualified leads than a general overview page.
At Directive, we created location pages for a client that targeted the areas they serve. We optimized the pages to reflect bubble keywords that increased their rankings and we now rank for a few different keywords on both the first and second page on Google. Since then, the amount of conversions from these pages have been tremendous.
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Continue using PPC campaigns
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In this example, we brought a top-of-funnel CTA into bottom-of-funnel targeting.
We created ads that linked to a gated whitepaper on the client’s website. As you can see, there are a large number of impressions with 531 clicks.
The theory was that our targeting was enough of a pre-qualification. Instead of getting a custom practice evaluation, the user was offered a map to show them how much money they could be making per patient in their state.
Continue using landing pages
A specific landing page and call to action is more relevant to the visitor’s needs than your homepage and so is more likely to convert.
Following the multi-step model designed to ease visitors into a commitment, here’s a demo example from one of our clients:
Notice the questions being asked in the step-one form:
Average Monthly Revenue
Current E-Commerce Pain Points
These questions allow the user to stay anonymous. They also lead the user to believe that they will get a more custom response to their needs based on the specific information they input.
Next, they’re directed to the second-step form fields:
This step is asking for the personal information. However, notice the change in headline on the form itself. “Last step: We have your demo ready to go. Who can we give this to?” This second-step language is very important as it reminds the visitor as to why we need their information: it’s for their benefit — we want to give the visitor something, not take something from them. Time and again, I see a multi-step page outperform a one-step by 300%.
Take advantage of thank you pages
Even though you’ve already captured a lead/sale/sign-up/conversion, thank you and confirmation pages are a necessary step in the funnel process. Right after people opt in for the offer on your landing page, you’ll want to ask them to immediately take another specific action on the thank you page. For example, if you have a page offering a free e-book, offer a free demo on the thank you page to attempt to push those prospects farther down the funnel. They’ll be much more likely to take an action once you’ve already convinced them to take a smaller action.
When visitors land on the report thank you page, we provide them the download link, but we also provide next steps with an option to get a demo.
It’s important to tag people based on what they’ve downloaded or what posts they’ve read. That way you can create tailored messaging for these prospects when reaching out to them through email.
Action
Assuming you’ve optimized each step of the conversion funnel, you should have some qualified leads becoming paying customers. However, your work here is not done. You will need to continue nurturing those qualified leads. After someone has taken a desired action and converted on your website, you’ll want to get these people back into the funnel in order to coax them into repeat business. Retention is such an important part of growing your customer base, since this will be revenue that you don’t have to pay for — this audience already showed a definite interest in what you're offering.
If the lead converts into a customer, show them your other products or services and begin the cycle again. For example, let’s say you provide tree-trimming services and your customer just had you come by to trim the oak trees in their large backyard. After the job is done, continue reaching out to this customer with other services such as grass treatment, stump removals, or whatever else could be useful to them. You can do this by inviting them to an email newsletter or your social media channels. Send coupons and promotions via email. If you have an online store, include loyalty materials in their shipped order so they understand how much you value them as a customer.
Along with nurturing this repeat business, focus on optimizing your product pages by removing friction and doing all you can to encourage shoppers to checkout. Examine and improve your checkout flow by answering common questions along the way.
Key takeaways
Optimizing your funnel is a process that takes time, so don’t be afraid to experiment. It may take a few different offers before you find one that sticks and garners the most conversions. So create as many TOFU offers as you can think of to cater to the many different personas that make up your customer base. From white books and e-books to free trials, your TOFU content is the first step to building that relationship with your customers.
From there, continue creating great content and nurturing those mid-funnel leads. If your content is relevant and your website is optimized, you'll notice that you'll be getting many more leads than you did before optimization. The more leads you gather and keep interested, the more likely you are to get repeat sales!
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