If you’re one of the businesses utilizing a pop up on your website, no doubt you’ve seen how well they can increase your conversion rates. Email sign ups, special offers – they work so well because they bring whatever your call to action is front and center.
What if I told you that you can effectively better the results you’re already getting?
Plus, it’s not difficult. It merely requires you to spend a bit of time tweaking your pop up copy and doing a bit of testing.
You might want to take a second look at what you’ve got popping up on your site.
Give your headline the attention it deserves
Whether you’re coming up with a value proposition for your website’s home page, a title for a blog post or the headline in a pop up, your wording needs to be clear but compelling. Give people a distinct reason for taking action.
Reebok A/B tested it’s email opt in pop up to see if a more “benefits oriented” headline would increase sign ups to their newsletter. The only change made to the form was the headline from “Join the Reebok Newsletter” to “Join and Save!”
The new headline increased conversions by 40%. Clearly, the incentive to save money trumped the promise of only getting a free newsletter.
Tell people what they will get by taking action
One of the biggest conversion killers is lack of specificity. When people don’t know why they should click on something or what the benefit will be in doing so, they are more reluctant to press a button.
If the incentive to sign up is a free downloadable guide with information someone coming to your website will find relevant, then go ahead and state that.
Download my free guide – 7 Steps to Making Pies with Flakier Crusts
is better than
Download tips and hints on baking better pies
The first example lets you know exactly what you’re getting and makes it clear it’s free. There’s less friction because there’s no guesswork.
Personalize the button copy
Believe it or not, the copy used on click through buttons can affect conversion rates dramatically. Just by changing the button copy from “Start your 30 day free trial” to “Start my 30 day free trial,” the folks at Unbounce were able to see a 90% increase in click through rates on their landing page.
How can using the word “my” instead of “your” make such a difference in conversions?
Perhaps, it has to do with giving people a sense of ownership in the process. At the point of action, the visitor is referred to in the first person. “I” get to press the button as opposed to someone else.
It pays to test
While these types of changes seem insignificant on paper, the results are staggering when implemented. The best part is all of them can be done in a matter of minutes.
Spend a bit of time looking at your pop up and ask yourself these questions:
Does it have a clear and compelling headline?
Is it easy for people to understand what the benefit is of taking action?
How can I change my button copy to reflect the first person singular?
Then, test out your changes. See how the new version compares with the control. You might be surprised at the results.
I don’t use a pop up any longer on my site. Considering they do help with things like newsletter sign ups, you’re probably wondering why I’ve gotten rid of mine.
I wanted to try something different that was still top of mind but not as “in your face.” So, I now use a bar at the top of the page – Foobar plugin for WP – that follows the visitor as he or she moves down the page.
I like it because it’s far less intrusive but still gets the job done. Is the bar working as well as the pop up?
Honestly, it’s not. But, I decided to forsake a few sign ups so as not to irritate more than a few visitors.
Here is where you need to decide what’s most important in achieving your business goals. For an e-commerce site, having a pop up that kicks in before a customer leaves with an incentive may create far more sales to offset the potential annoyance of a few people. A well timed and worded pop up in that instance makes sense.
In the end, keep an eye on user experience and continually make assessments about what’s working and what isn’t. Just because something is a good idea for one site, doesn’t mean you’ll get the same results.
I’m curious. What’s your feeling on website pop ups?
In the hurry to get things done, it’s easy to just wing it with our email marketing. It’s another one of those items on the list that you know you should be doing for your business but there never seems to be the time.
So, you hastily throw a jumble of new product descriptions or worse, a laundry list of updates about what’s going on in your business – that no one other than maybe your mother will care about – in your email.
It’s part of that frenzy to push content out into the ether. No matter what.
Here’s the thing. Without a plan and some insight into what you want to get out of your emails, chances are you’ll be wasting your time creating them because they aren’t converting your subscribers into clients or shoppers.
And, the last thing any of us wants to do is waste more time and energy on busy work that doesn’t add to the bottom line.
With that in mind, here are a few concrete things you can do to start making your email marketing more effective.
There needs to be a point
This is where spending a bit of time mapping out the “why” before you start drafting that email makes a lot of sense. Give some thought to what you want to get out of this particular communication. Not every email has to be about generating a sale. In fact, only sending out promotional emails can have a negative effect on your subscribers (unless they have specifically signed up to only receive that type of email.)
Your email may be designed to foster engagement or loyalty with your brand or to provide information you’re confident your subscribers will appreciate.
For instance, I begin the process of writing emails to my list by working backwards. I ask myself, “What is it that I want people to get out of this and ultimately do after reading it?” Depending on the answer, I frame the email to coincide with its purpose.
Make it about “you” not “me”
One of the biggest mistakes that people make writing copy either for their websites or their emails is losing sight of what’s in it for their customers. Always write in terms of how your business, product or service will be creating benefit for your target audience.
This means talking less about your business achievements and more about providing value to your customers.
Take this example from Alexis Grant, a writer and social media strategist that sells informational products.
You can see from the top portion of her email, she’s addressing the concerns of her subscribers and discussing a common issue from their perspective. The reality is that people reading your emails want to know about how you’re going to help them.
Does this mean you should be leaving the personal pronouns out? No. Weaving in your own story and personalizing can go a long way to creating a connection with your customers. Just remember that this is a conversation and making it all about you doesn’t inspire others to communicate.
Cut out the clutter
When you’re not sure what to include in your email newsletter, stop yourself from tossing in everything but the kitchen sink. The newsletters that discuss the holiday open house, include information on five new products and pepper the page with social media icons and links leads to eyes glazing over.
Cramming an email full of multiple graphics and creating dense blocks of text in small fonts, makes it difficult for people not only to glean out the most important aspects but also to remember what they are.
Check out this email from University of Minnesota and look at all the items competing for your attention.
Newsflash: People are busy and lazy. They want to scan and expend as little cognitive energy as possible.
Make it easy for them by keeping the paragraphs very short, using relevant headlines and sub-headlines to break up the content and make it clear what they will be getting out of whatever they’re investing their time in.
Have a definitive call to action
Let’s circle back to that whole, “what’s the point” idea. Ultimately, the goal of your online marketing is to create outcomes to grow your business’s bottom line. In order to do that, you need your customers to take action in some form – even if that means simply clicking through to read a blog post on your website.
It’s all about moving your customers into your sales funnel wherever their needs fit at the moment. Having a clear call to action, preferably only one, will help to do that.
As you can see in the above email, the blue buttons make it obvious where you need to click to take action. There are a couple of things that would have made this email better from a conversion standpoint.
Reducing the size of the Pinterest and Facebook buttons would help reduce distraction.
Making the button copy more specific, i.e. letting people know where the click will take them or what they will be doing after clicking, would help alleviate friction. Something along the lines of, “Start sharing my ideas now” or “Increase my karma by answering 3 questions.”
This goes back to the “don’t make ‘em think” argument. Tell people what you want them to do and then direct them every step of the way.
What have your experiences been with getting your subscribers to take action on your emails?
Just enough to get you through a 30 minute meeting before your blood sugar drops again and you’re ready to start gnawing at the plastic cover of your Venti latte. A bite only stops the mutiny going on in your stomach for so long.
At some point, the “fun” in fun size content is gone. Sustainable trumps quick and easy in the long run.
Your business needs more than bite size online content
There’s a time and place for the short blips of information to be shared. Think Twitter, Facebook, and all the other social networking platforms. These are the vehicles for generating conversations, connecting with customers and staying front and center on people’s radar screens.
Being able to consistently tell your brand’s story in 140 characters or less has become a necessary skill. Between technology and dwindling attention spans, people expect easily digestible chunks of information.
“Great!” you say. “I can get on board with shorter attention spans. Who needs all this labor intensive, detailed content anyway?’
If you’re a business owner, you do.
The case for long form storytelling
Every time I talk to small business owners who tell me they can’t afford the time or expense to create content for their websites, I ask them one simple question.
How can you afford not to?
Beyond crafting high quality and well optimized copy for the static pages on your business website, you need to be doing the same for your blog.
Yes, that four letter word so many of you don’t want to hear. BLOG
And, what are all of these people looking for? They want answers to questions that someone just like you can be providing.
Inquiring minds want to know and Google has figured out how to send people to websites with the content that brings forth the best results. Websites with continually updated high quality content are the ones that come up in the search results, get the visits and shared on social media.
Your blog can do this provided you make a point of answering the types of questions that your target market needs the answers to and you do it in a thoughtful and compelling way.
Yeah, you really need to be doing this… here’s how
I read a lot of online content. I see the good, the bad, and the downright abysmal. Make it worth your time adding content to your site by following a few simple guidelines:
#1: Give people a reason to read by digging deep
The best posts I’ve read online have been filled with detailed examples to back up cogent arguments. They provide screenshots to depict what’s being said along with links to more information.
One of my favorite blogs is on the Help Scout site.Gregory Ciotti consistently does a phenomenal job of providing useful information and answering the kinds of questions his customers are interested in.
He will cite research studies and experts findings to illustrate his point. When you’re done reading one of his posts you feel like you’ve gotten something out of it that you can actually apply to your business.
#2 Speak your customer’s language
I’m talking tone here. It’s the words you choose and how you put them together that resonate with the people who buy from you. The key in doing this well has to do with not only knowing your target market but your own brand.
What values does your business represent? How can you express them in a way that informs while providing a connection with your customers?
Take a look at The Middle Finger Project. The tone is brash, the copy peppered with words that will make some people cringe. But, for this business a major part of its appeal is its take no prisoners kind of attitude.
Extreme? Maybe. And, no I wouldn’t necessarily recommend mimicking them. Find your own style that you can live with and keep it consistent.
#3: Add something to the conversation
More is not necessarily better. Creating content merely to get something new floating out into the ether rarely does anyone any good.
It’s time to circle back to knowing what your customers questions are and positioning yourself to answer them. This goes well beyond the SEO argument. Being able to provide value added information regarding the things they care about positions you as an authority.
Authority builds trust. Trust builds relationships… I think we all know where this is going.
Don’t just tell people what they want to hear or what’s convenient for you to spit out on the screen. Give them what they need to know.
Believe it or not, it’s been the best way I’ve found developing my business.
What are your thoughts on dwindling attention spans and generating content? Do tell…
And, when I say “your” I’m talking about the collective you. Don’t worry, I’m not going to make any one of you stand up in the front of the class and pull your site apart.
Word by word.
That’s just wrong. I’d rather not be that elementary school teacher who always singled some unfortunate kid out because she read one too many poorly written book reports and couldn’t take it anymore. Although, can you imagine what reading an endless amount of terrible essays about Tom Sawyer could do to a person?
Now, replace the part about terrible school essays with website copy and take a moment to ponder its effect on a potential customer.
Suddenly, we’re dealing with people who don’t have to read what you’ve written to pay the rent. They can run for the hills as fast as it takes to click a button.
And, that’s exactly what they’re doing.
You’re fighting a losing battle
You’ve only got a few seconds to draw people in once they land on your site. Statistics show that as of 2012 the average person has an attention span of 8 seconds. Goldfish make it to 9. Our ability to stay focused on one thing has devolved to the point that we’re comparing ourselves with pets that get flushed down the toilet after they end up in that big fish bowl in the sky.
This is not good. In fact, it’s more than not good. It’s a disaster for those businesses that don’t make their website content and design a priority.
Stack the deck in your favor
Within all of this doom and gloom, there’s a bright spot. Write compelling copy and put it where it needs to be on your site.
Easier said than done. I know. Here are a few things you can do to make your copy start pulling its own weight on your site.
1) Clearly articulate the why
As soon as someone lands on your site, make sure they know exactly why they are there. Your header should have a tagline with an indication of what you do and for whom. With an 8 second window, the last thing you want is for people to be left guessing.
Create headlines that signify to the reader what differentiates your business from the competition and how it can provide value. Then, continue on with subheads and copy that reiterate your value proposition.
To help you do this, answer these questions:
What is the best attribute of my business? or Why would someone choose my business over another one?
How does my service or business solve a problem for my customers?
What are the benefits to someone using my service or product?
Who is my target customer?
2) Leave the jargon speak to Sheldon on The Big Bang Theory
No one wants to sift through a bunch of technical terms just to try and understand what you are selling. You can be professional without being boring and unintelligible to everyone who hasn’t gotten a PhD in quantitative physics.
Be direct and steer clear of the cliches. You don’t get extra brownie points for cleverness if your audience has no idea what you’re trying to say.
3) Make every word count
There’s only so much real estate on any given landing page, whether that’s your homepage, short form sales page or even an About page. Think about what you need that page to do for you. Sell a product. Gather emails for a newsletter. Whatever it is, each word along with the elements on the page have to be providing value in some way and inspiring people to your call to action.
Cut the crap from your copy. If it doesn’t instruct, inspire or motivate, it needs to go.
4) Content drives design
Know what your message is, how you want to articulate it and all the moving parts that go along with it before you even think about putting your website together. For instance, to make a good decision on a coherent navigation structure you’ll need to know how you want the features and benefits of your services or products framed.
Great website copy works in tandem with great design. Remember the goldfish? Website bells and whistles might appeal to our lizard brains for a few seconds but poor writing and an unclear message will turn people off as soon as they realize why they stopped tapping the keyboard.
The elephant in the room
I realize I haven’t said anything about SEO. It’s important but so is coming up with copy that resonates with your audience. It’s all well and good to get people hopping on your site because all the keywords are in place but if your writing stinks and makes people want to leave before they’ve taken any action, all the SEO in the world isn’t going to help you.
Write compelling copy first, optimize second. Then, test it out and go from there.
How happy are you with your website copy? More importantly, what do your customers think?
If you’ve spent any time developing a business online, I’m sure you’ve heard from one marketing guru or another that creating free content is a must. Websites need blogs. Email lists need newsletters. Oh, and don’t forget about having a free download available to entice people to sign up for your email list in the first place. Before you know it, you’ve forgotten what it’s like to get paid for an original idea or make anything other than free content.
When is enough, enough?
I’ve been asking myself that question recently. A major reason for me starting this business is to help other small businesses and solopreneurs sift through the morass of information and find a few nuggets that actually make sense to apply to what they’re doing. For all intents and purposes, I’m in the same boat. The difference is that I’m the one sifting through all the online detritus and making heads or tails out of it.
The Road Less Traveled
I don’t want to be another knucklehead regurgitating the party line. The easy thing to do is to tell you what almost everyone else is telling you. I’m going to go out on a limb here and not do that. Let’s move away from the generalities and acknowledge the fact that it’s not one size fits all with our businesses.
Sometimes more is just more
Generating content, good value added content, takes time. Last I heard, time is money. Continually, I have to remind myself of that fact. I spend an hour writing a blog post, an hour on newsletter content, bits of time here and there posting on social networks, responding to comments, I’m losing time I could be using on other parts of my business.
Depending what you read, you’d think that if you’re not putting out fresh content online somewhere every few hours, your business is never going to get off the ground. It’s enough to make anyone apoplectic. I’m the first to say that high value and well delivered content is key to building a brand and helping convert leads into sales. The problem becomes when delivering so much free content tips the scales from adding to your business to sucking it dry.
Where are you in your business?
This is where getting really specific about goals and bottom lines comes in. I met a woman the other day who was at her wit’s end trying to figure out what route to go with integrating social media into her business. She had gotten quotes from a couple of large PR/Social Media management agencies that included services she neither could afford or thought she really needed. I asked her a bit about her business, where she finds clients and what social networks she likes to use. Her answer, “I really like to blog and use LinkedIn.” My response, “Terrific!”
She was already connecting with potential clients on LinkedIn and creating well thought out content on her own website. For the kind of business she has and the amount of time she can devote to social media, spending excessive brainpower and energy someplace like Facebook doesn’t make sense. Having some sort of presence is okay but creating lots of original content specifically for that network is not going to pay off.
Give until it hurts, then give some more
This seems to be the mantra these days. Just about everyone expects something for free. Long gone are the days of simply broadcasting a message. People can easily go online and comparison shop. The upshot is that competition is fiercer than ever. There’s always going to be someone else working for less and providing more.
Stop! Let’s put the breaks on for just a minute and think about what we’re all doing. The free webinars, the free monster sized downloadable PDFs, infographics, and the list goes on and on. So much rich content is being produced and distributed for free that it’s mind boggling.
Don’t get me wrong. It’s not as if I think none of these things should be part of a small business’s marketing game plan. Something like a webinar can be a great tool in giving people actionable advice while promoting a product or service. Contributing valuable content creates trust and helps convince a prospective customer or client to try what a business has to offer. I just hate seeing small businesses fall into the trap of continually giving away the milk for free.
Just say no
I’m a huge proponent of networking, making connections, and helping people with the knowledge that I have. Giving is good. Jumping off the cliff with the rest of the lemmings isn’t. This brings us back to coming up with a plan to get your business noticed online and off that doesn’t involve feeling like a chump. Writing five blog posts a week and coming out with a new free download once a month may be overkill. Are you really generating more revenue and whatever else you want for your business from all that effort? If you are, fantastic. You’ve found you’re sweet spot. If not, don’t do it just because some internet marketing “expert” said you should.
What are your thoughts on all the free content out there? Do you feel as though you’re stuck in a revolving door of content creation with little payoff? Let me know in the comments.
“What Jen Havice explains in this short book is nothing less than a degree in message mining—what messages you need to share, what words to use, and how to find them. It’s an easy read that packs a major marketing punch.”
—Rob Marsh, conversion copywriter and strategist, Brandstory