This is part of a series on Elements of Every Funnel. Today we will focus on the kind of experience we create with our content.
This is the fifth in our five-part series on Making the Whole Funnel Work. An experience is created with the content you write; but content alone does not an experience make. You can’t just throw together a collection of words and expect it to do anything. Here I talk with a web copy expert on how to craft content that provides a positive experience for the user. In my interview with James Taylor, you’ll hear the 12 steps he follows for creating content that measurably improves the number of users who engage and become leads.
This is part of a series on Elements of Every Funnel. Fifty years ago, Author and Ad Age writer Bob Stone gave a framework for direct marketing funnels: list, offer, creative. Today, we will focus on the ‘Offer,’ otherwise known as the call-to-action.
In this episode, we look at both sides of website interaction. We discuss how visitors progress through a website and how marketers make conversion offers for visitors to complete. Marketers make a critical choice when deciding the conversion actions they use, so we go through the most common call-to-action offers used on leading-edge websites. Listen in for answers to these topics:
Why do we have conversions?
How to optimize your conversion offers
How to choose what call-to-action to put on your webpage
How to effectively use chatbots, contact form, call buttons, questionnaires, etc
Enjoy this list of Conversions/Calls-to-Action from “You Should Test That” (reprinted with permission)
Lead-Generation Goals
If lead generation is your overall purpose, the goals might include any of the following specific user actions:
Request a quote
Create an online quote
Request an in-person demo
View an overview video
Request a phone call
Take a quiz or poll
Request a situation analysis
in a contest
Request market information
Fill out a needs-analysis
Book a meeting
questionnaire
Use a needs-analysis wizard
Ask a question
Use an interactive savings or RO
Complete a contact form inquiry
calculator
Download software
Click to call
Sign up for trial offer
Click to chat
Request a printed brochure
Make a phone call
Request a catalogue
Register for a webinar
Download an online brochure
Register for a conference
Download a whitepaper
Sign up for a newsletter
Download an ebook
Sign up for a blog subscription
Download a worksheet
Sign up for an RSS feed Subscription
Download a case study
E-Commerce Goals
For e-commerce, your goals might be based on any of these common metrics:
e-commerce purchase conversion rate
Average order value
Return on ad spend
Revenue per visitor
Or they might include any of the following user actions:
Sign up for an RSS feed
Request a catalog
Subscription
Ask a question
Add to cart
Click to cali
Save to a wish list
Click to chat
Sign up for auto-reordering
Sign up for a newsletter
Add accessories (up-sell)
Sign up for a blog subscription
Affiliate Marketing Goals
For affiliate marketing, your goals might include a specific revenue-per-visitor value, along with any of the following actions:
Click through to an affiliate site
Sign up for a newsletter
Sign up for a blog subscription
Fill out a needs-analysis questionnaire
Sign up for an RSS feed subscription
Use a needs-analysis wizard
Find a service provider
Use an interactive savings or ROI calculator
Find savings in your area
Create an online quote
Subscription Goals
Subscription goals might include any of the following actions and metrics:
Sign up for a free trial subscription
Upgrade subscription
Paid subscription signups
Average subscription signup value
There are many more goals you can track, depending on your business model. For each test, choose the one that drives the most revenue. Once you have identified the goals for your test, you’ll be ready to set up your conversion-optimization experiment and get testing.
This is part of a series on Elements of Every Funnel. Today’s focus is the infrastructure that needs to be in place to know everything about people’s interactions with your website.
This episode covers what needs to be in place to know everything about people’s interactions with your website.
Listen in for answers to these topics:
What are the main pieces of a funnel infrastructure
What are the skills you need to set up and maintain your infrastructure?
How to track what’s happening in your site through Google Analytics, everything from a video view to use of a chatbot
Which tools manage the tags behind these conversions
What you need to run A/B testing
You’ll also hear how Mother Hubbard, Gas Tanks and the game of Plinko all relate to tracking on your website.
This is the first of a series on Elements of Every Funnel. The graphic here shows how they all work together to generate a conversion.
Though it’s not an outwardly facing element, something that’s always part of the mix is the management metrics (top-right). Today’s episode focuses on how to make the dashboards that contain those metrics work for you.
Here is the 7-step process described for building a marketing dashboard:
