Want to create better marketing campaigns?
We, marketers, spend big amounts of time on creating content and campaigns. We do it because we need more leads for our businesses.
In this article, I’ll share with you 3 tips to get more leads and sales from your next campaign. All of them borrowed from the conversion optimization field, my favorite industry for marketing strategies that give results.
Ready? Let’s start!
1. Build dedicated landing pages for each channel
Building landing pages is not something new. They helped marketers getting more leads and sales for a long time. It’s a very popular technique, and studies show that…
“Businesses with over 40 landing pages generated a whopping 12 times more leads than those with 1-5 landing pages.” via HubSpot
It’s worth building landing pages. Instead of sending traffic to your website’s pages, building a landing page allows you to:
a. Measure a single goal
Unlike the regular pages of your website where you usually have multiple call to actions and can measure multiple goals, landing pages allows you to measure a single goal.
By having a single call to action on your page, people have no choice but to click the button or leave the page.
b. Do A/B testing easier
On a single page, you can make small tweaks that generate great results. Usually, A/B testing involves a thorough research of your entire website.
But on a landing page, you can launch a survey to find out why people leave the page and then improve the page based on their answers.
c. Personalize your users’ experience
Advanced personalization is easier to do on a landing page rather than on your homepage. Displaying the name of your prospects or their city in the headline increase the chances that your landing page will convert better.
No matter in which industry you work, landing pages have the same benefits.
For example, in the SaaS industry, an easy way to drive up conversions is building a landing page for each important segment of traffic.
Building a landing page for the direct traffic, he and his team manage to convert 40% of it into signups.
My advice is to build dedicated pages for the traffic that usually converts the best on your website. For instance, if you discover in your analytics reports that Email traffic converts better than Social or Paid, then start building that page and optimize it for Email.
If you advertise your products and services through PPC campaigns, optimizing your landing page is very important.
As Robert Katai shows in this post, your banner ad’s messages and images should be similar to the landing page’s design.
Otherwise, prospects will get confused and leave the page without converting.
There are several methods to optimize a landing page, but the most popular and effective are A/B testing and personalization. The next tip shows you how to use personalization through dynamic text replacement to increase conversions.
2. Use dynamic text replacement
Dynamic text replacement is a personalization technique that allows you to change content based on different custom parameters.
If you haven’t used personalization by now, it’s ok.
22% of the marketers surveyed by eConsultancy said they don’t use personalization, but 56% of them said they plan to use personalization in the future.
As you see, personalization is the most tempting conversion optimization method.
One easy way to do personalization is using dynamic text replacement. It allows you to personalize the experience in real-time.
Here are a few examples of the variables that you can use on your landing pages and pop-ups to get more conversions:
- Referrer domain – it lets you show a message based on the medium. It’s a great variable to use for PPC campaigns
- Temperature – it’s a great variable to use if you sell seasonal products
- Country, Region, and City are great variables to personalize the experience based on location
- Device type – great if you want to encourage people to use a specific device type: mobile, tablet or desktop.
Personalization tools like Marketizator offer many other variables that you can use on your landing pages or in your surveys or pop-ups. A few examples are IP address, Views per session, operating system and others.
A great example of personalization comes from Demandbase website which recognized an IP address of someone who worked at Salesforce. Thus, Demandbase managed to deliver a personalized and relevant message for an employer who was looking for a solution to improve his work.
As you see, personalization improves the user’s experience which drives to higher conversion rates in campaigns. To obtain this effect, though, you must also understand how segmentation empowers personalization.
3. Use segmentation
Unlike personalization, segmentation is a more common conversion rate optimization method.
Almost a half of the marketers surveyed by eConsultancy in the same report use segmentation.
Chris Goward defines segmentation in the context of conversion optimization as…
“The process of putting structures in place to deliver appropriate messages to audiences with distinct needs and expectations.”
Segmentation plays an essential role in achieving success with personalization. When segmentation and personalization are used together, they can generate higher conversion rate for your campaigns.
For example, AVON used a mix of personalization and segmentation to grow their conversion rate on the makeup product category. They managed to increase the conversion rate by 96.63% without spending a cent on advertising.
This pop-up helped AVON segment their traffic in real time and send it to different pages based on their choice. On those pages, people were exposed to a selection of products personalized based on their choice.
This experiment shows that segmentation is crucial to having success with personalization. If you do a basic segmentation of traffic on your website, your chances to increase the conversion rates of that particular campaign rise.
These three tips are specific to the conversion rate industry and have proven to give results. As you see, you can use conversion optimization methods to optimize both your paid and unpaid campaigns.
Have you used any of these three methods? Let me know in the comments below.