Ecommerce Landing Page Examples

April 12, 2024

by Stardust Conversion Optimization Landing Page Optimization

Why Not Just Utilize Product Pages for Your Ecommerce Campaigns and Promotions?

Site visitors are less most likely to transform when they arrive on an item page with ads, compared to a tailored landing web page. According to Monetate, the conversion rate is considerably reduced, with site visitors transforming at half the price when they get on an item page.

Lots of item web pages disappoint ecommerce quality due to the fact that they fall short to include effective methods. They frequently include common, unengaging content and a dull design that attempts to appeal to a broad audience, instead of focusing on the target market. Additionally, these web pages have a tendency to be cluttered with attractive web links that draw away buyers’ attention and impede them from purchasing.

Touchdown pages enable you to guide a visitor’s emphasis in the direction of a certain product or service and guide them via a personalized path towards making a purchase. These web pages are extremely focused, can be tailored to individual choices, and have a greater possibility of conversion contrasted to other pages.

Not obtaining the results you want from sending web traffic to your on-line store? Start building your very own ecommerce touchdown web pages today with a cost-free 14-day test of Unbounce.

10 Ecommerce Touchdown Page Instances

LIV Watches

TRIBE

Climb Shoes

BoxyCharm

Thistle

waterdrop

Infinite Moon

Solo Range

Nathan Sports

Meowbox

Instance # 1: LIV Watches

Industry: Apparel
Design: Storefront

Picture thanks to LIV Watches. (Click to see the entire point.).

What This Ecommerce Example Reveals: You Need to Flaunt Your Product in Different Ways.

Common online shops generally present their items in a typical way, frequently with a slide show of photos on top of the web page. Nevertheless, LIV Watches offers a compelling image of the effect that can be accomplished by showcasing a product in various means throughout the entire web page.

In this situation, LIV is including a special edition wristwatch in partnership with pro cyclist TJ Eisenhart. Notification exactly how, as you scroll down, they reveal the watch featured in different lights, various surroundings, and various situations. You get to see a video clip overview of the watch, close-ups of the different attributes, and also a rather slick side-profile that really flaunts the craftsmanship.

It’s a wonderful example of how ecommerce online marketers can break the mold of “conventional” product touchdown web pages to reveal customers the details they in fact intend to see.

What Else We Love Concerning This Landing Web page:.

LIV produces a feeling of urgency with this limited edition item. If you want this specific watch, you recognize that you require to make a purchase decision quickly. (Tick, tock.).
This brand name is– partly– regarding lifestyle. That really comes through in the video, which explores optimistic sentiments like interest, ambition, and truth to oneself
All of the photography (together with the video and additional computer animations) really offers customers an up-close take a look at the workmanship, so they know specifically what they’re purchasing.

Example # 2: TRIBE

Sector: Food & Drink.
Model: Store & Subscription.
Web Page Type: Click-Through.

Picture thanks to people. (Click to see the whole thing.).

What This Ecommerce Example Exposes: You Can Make Special Offers to Shut More Customers.

Establishing limited-time bargains or special offers on your routine ecommerce store can be a massive pain. Conventional product web pages frequently do not appropriately display a bargain, and they can be pretty rigid if, for example, you only desire particular people to be able to access the promo.

This instance from TRIBE is worth analyzing because it shows a strategic strategy by their advertising team. They produced an “Unique Shortlist Deal” on a touchdown web page to selectively target details receivers for the promo, as opposed to making it easily accessible to all site visitors.

Additionally, as this landing web page was developed with Unbounce, the people team had complete freedom in figuring out just how they showcased the promotion. In order to efficiently promote the deal, the team integrated the bargain’s worth right into numerous elements such as the call-to-action (” Enjoy Your Initial People Box for ₤ 2″) and the registration specifics (” Customized pack made to fit your preferences”). Excellent method!

What Else We Love Regarding This Touchdown Web page:.

Highlighting athleticism on the web page, such as showcasing a training photo listed below the main section, offers to demonstrate the value of these efficiency products and their target audience. The visibility of social proof better enhances the allure of the deal. Testimonials from a well-known client testimonial system, along with endorsements from prominent media sources and supermarket brand names, are included to infuse count on and confidence in potential clients.

Industry: Garments.
Design: Store.
Page Kind: Click-Through.

Photo thanks to Climb Footwear. (Click to see the whole thing.).

What This Ecommerce Instance Exposes: You Must Focus on the Product Particulars Your Clients Care About Most.

If you’re marketing garments that’s even more function than fashion (like a shoe that’s designed to fix your walking stride), it is essential to place emphasis on the technicians of how your product works. Case in point: this example from Climb Footwear.

Not just does this touchdown page display exactly what enters into each footwear, however it also explains why that makes such a difference. (Now, I simply need to find out what the hell “enough lateral stability” suggests.) The web page gets rid of all the fluff and concentrates on responding to one very specific concern: Just how does this shoe in fact function?

Contrast this to many product web pages, which usually get shed in the details that don’t matter as much. Producer recommendations, extensive item summaries, relevant items– if your clients don’t in fact care about these things, they may just be sidetracking them from making a purchase.

What Else We Love Concerning This Touchdown Web page:.

Ascent uses an expanded view of its footwear to display the technical components that add to its comfort and resilience.
By consisting of an explainer video clip, Climb is able to specify on the value proposals of the item without using up much space on the web page.<br>
The tidy, single-column format and brief size suggest that site visitors aren’t being overwhelmed with information. By doing this, they can focus on Ascent’s core message.

Wanna see all 27 ecommerce landing web page instances? Download The Ultimate Ecommerce Landing Page Lookbook to aid inspire your next high-converting masterpiece.

Example # 4: BoxyCharm.

Sector: Aesthetic.
Design: Subscription.
Web Page Type: Lead Generation.

Picture thanks to BoxyCharm. (Click to see the entire point.).

What This Ecommerce Instance Exposes: You Can Utilize Touchdown Pages to Develop Buzz for Item Launches.

Launching a brand-new item is constantly exciting– yet getting words bent on consumers can often be a challenge. That’s where this example from BoxyCharm enters the mix.

To help advertise their brand-new high end appeal registration box, their advertising and marketing team assembled a promotional touchdown page that constructs expectancy for the item and guides interested buyers to enter their email address. This list building technique verified to be fairly helpful– when the membership box officially released, the group at BoxyCharm currently had a big listing of shoppers who were interested.

Minds and charm? This instance really is the full package.;-RRB-.

What Else We Love Concerning This Landing Page:.

BoxyCharm’s elegant layout, constant color pattern, and vibrant parallax scrolling develop an aesthetically spectacular site that successfully communicates their brand name’s visual. The landing web page duplicate satisfies the younger generation by including pertinent hashtags, while the consisted of social web links urge site visitors to engage with the brand on numerous systems. Additionally, the video clip showcasing the item’s advancement procedure shows BoxyCharm’s dedication to customer satisfaction by highlighting their desire to pay attention to comments and adapt their method as necessary.

Example #5: Thistle

Industry: Food & Drink.
Design: Membership.
Page Kind: Click-Through.

Image courtesy of Thistle. (Click to see the whole thing.).

What This Ecommerce Example Reveals: You Should Constantly Enhance Your Landing Web Page for Mobile Instruments.

Making acquisitions on your phone is the new norm. According to Google, when people have an unfavorable experience on mobile, they are 62% less likely to make a purchase from your brand in the future. That implies for each page you produce, you need to be maximizing it for smart devices and tablet computers too.

This instance from Thistle demonstrates how easy it can be to optimize your web page for mobile phones. Utilizing Unbounce, they developed a landing web page for their plant-based dish registration solution that looks stunning despite which sort of tool you’re making use of.

What Else We Love Concerning This Touchdown Web page:.

The page does a fantastic task highlighting the unique value proposition of this dish membership solution: nutrition-optimized, ready to eat, plant-based dishes made with premium active ingredients.
Thistle knows its audience. They comprehend just how health-conscious their clients are, and made sure to include additional information regarding just how each Thistle dish is curated to consist of the right mix of macronutrients, vitamins, and minerals.

Example # 6: waterdrop.

Market: Food & Beverage.
Version: Store.
Page Kind: Click-Through.

Picture courtesy of waterdrop.

What This Ecommerce Instance Exposes: You Can Target Specific Audiences to Get Better Outcomes.

While your product pages generally have to be common sufficient to talk to everyone at the same time, you can develop touchdown pages to talk particularly to one particular target market or utilize case. This instance from waterdrop collections the bar for targeted messaging– and, by transforming over half of all site visitors, it makes a compelling case for you to do the very same.

Every little thing on this web page is indicated for one target market: ladies. Contextual shots? Women. Testimonials? Ladies. This brand name understands who they’re talking to, and their strategy appears to be working.

What Else We Love Regarding This Touchdown Web page:.

The design is spectacular and matches the item well. Can colors be flavorful? This landing web page says they can, and our abrupt desire for something wonderful and fruity makes us think it.
The page also does a good task of leveraging social proof by including identifiable media logos and positive customer testimonials.

Example # 7: Infinite Moon.

Industry: Home.
Model: Shop.
Page Type: Click-Through.

Picture courtesy of Infinite Moon. (Click to see the entire point.).

What This Ecommerce Instance Reveals: You Ought To Always Back Up Your Insurance Claims with Your Best Reviews.

Any ecommerce marketer will certainly be able to inform you that evaluations and testimonies are some of one of the most powerful tools in your arsenal. And this instance from Infinite Moon and Wallaroo Media shows how you can utilize them more effectively on a touchdown web page to make a sale.

Whereas on a typical item web page you might just immediately surface up the latest consumer reviews, the testimonials on this web page have actually been thoroughly curated to help tell the brand name tale. Each one discuss a crucial benefit of Infinite Moon pillows: optimum convenience, serious discomfort relief, and high-quality products.

What Else We Love Regarding This Touchdown Web page:.

Utilizing lightboxes to offer site visitors an up-close sight of the product and supply extra info means that the web page isn’t littered.
InfiniteMoon profits the room above the fold, connecting their worth prop via a punchy heading and emotive hero shot.

Example # 8: Solo Cooktop.

Industry: Cookware.
Model: Store.
Page Kind: Click-Through.

Image courtesy of Solo Oven. (Click to see the entire point.).

What This Ecommerce Example Discloses: You Can Conquer Purchase Arguments Using Pictures and Other Multimedia.

Are you depending on the truth that site visitors will actually read your item descriptions? As a copywriter, I called well as any person that (and this is difficult to confess) message and bullet factors will just obtain you thus far when it pertains to getting over purchase arguments. A great deal of customers skim or miss over the material you compose, and they typically end up missing out on those key item information.

With ecommerce touchdown web pages, you have the versatility to overcome purchase objections in whichever means you believe will certainly reverberate most with your buyers.

In this example from Solo Oven, their advertising and marketing group utilizes a mix of message and visuals to address every feasible question you may have about the item as you scroll down the web page. (” What does it do?” It shields you from the flame. “Where am I gon na save all this?” Everything nests inside the range. “Can you still roast weiners?” With grooved ridges, this guard makes it less complicated than ever before to obtain your wiener roast on.).

What Else We Love Concerning This Landing Web page:.

Incorporating this product promotion with a limited-time 20% off pre-sale deal is an excellent method to motivate visitors to click with today, instead of wait up until tomorrow.
The footer at the bottom of the page reminds buyers that they’ll secure free shipping, totally free returns, and a lifetime service warranty. Every one of these assurances help to remove danger and develop count on the brand name.

Instance # 9: Nathan Sports.

Industry: Sporting activity.
Web Page Kind: Click-Through.

Picture thanks to Nathan Sports. (Click to see the whole point.).

What This Ecommerce Instance Discloses: You Can Obtain Extra Creative with Promos on Touchdown Pages.

Consistent visual branding is more crucial than ever, yet it does put limitations on how imaginative you can be with your product pages. After all, they have to exist within the better ecological community of your online store. You can not just go altering the color schemes or formatting for every new item launch!

Yet that’s why so many marketing professionals are flexing their creative thinking with their ecommerce touchdown pages instead. Take this project from Nathan Sports, for instance. It’s so different from the rest of their on-line store that it requires you take notice (and possibly put on some retro 3D glasses while you’re at it).

What Else We Love Concerning This Landing Web page:.

The style is so trendy, and Nathan completely commits to it– from the loud, neon visuals, to the flashy computer animations, to the project slogan. Incredible.
This page could feel like it’s from another era, but today’s best methods still use. Strong heading, benefits-oriented copy, rule- of-three format– it’s all below.
Nathan even includes a customized playlist to aid joggers obtain pumped with retro jams from Duran Duran, Blondie, and Run DMC. Somebody teach us exactly how to run today!

Example # 10: Meowbox.

Industry: Animal.
Design: Registration.
Page Kind: Click-Through.

Picture courtesy of Meowbox. (Click to see the entire point.).

What This Ecommerce Example Discloses: Any Kind Of Touchdown Web Page Can Be Improved With a Number Of Cat Photos.

OK, I’m mosting likely to level with you. I was basically ready to finish this write-up … yet I just couldn’t resist including this instance. Meowbox is a regular monthly registration box with toys and deals with for your favorite feline. What’s not to love?

What Else We Love Regarding This Touchdown Page:.

It’s one thing for family pet owners to say that Meowbox is terrific, but combining client testimonials with pictures of their pet cats enjoying the treats adds one more level of reputation.
The headline shares Meowbox’s primary worth proposition and, coupled with the hero shot, assists visitors recognize what they’re getting as quickly as they struck the web page.
This is a click-through touchdown page, yet Meowbox consists of a newsletter signup kind as an additional conversion goal to attempt and record those priceless email addresses. No lead left behind.
What Do the most effective Ecommerce Touchdown Pages Have in Common?

The very best ecommerce touchdown pages target one specific target market, focus on a single CTA, and include simply sufficient convincing components to aid a consumer transform. They likewise:.

Flaunt the product in several various means.

Make special offers to close even more consumers.

Focus on the information consumers appreciate a lot of.

Construct hype for future item launches.

Maximize the purchasing experience for smart phones.

Target specific target markets.

Back up insurance claims with genuine testimonies.

Conquer purchase objections

Get a lot more creative with special promos.

How We’re Working for You During COVID-19

March 27, 2020

by Kathleen Stardust with No Comment Conversion Optimization Landing Page Optimization Marketing Agencies

Here at Unbounce, we’re continuing to watch and adapt to COVID-19 as details emerge. But this isn’t business as usual for anybody—it’s uncharted territory, and it’s understandable that many of us are feeling anxious about what comes next.

Landing pages are certainly not top-of-mind for you at this time. Right now, you’re concerned about your health, your family, and your community.

But if worries about your campaigns and software subscriptions are piling stress onto an already stressful situation, we want to take that pressure off.

At Unbounce, we’re doing all we can to handle our side of things best for you, so you can take care of the things that matter most—whether that’s how we’re answering current, immediate questions from our customers, or determining how we can best help small businesses generally as things progress.

For customers, generally—here’s what we’ve heard from you:

Our teams have been talking to marketers across the industry spectrum. Here’s what you’re telling us you’re facing right now:

Many brands are in a rush to communicate crisis messaging. For instance, ecomm brands need to convey details of delayed shipping or supply chain interruptions to their audience. A great option for this is via popups and sticky bars on their site, or via email. Ideally, ecommerce brands are trying to cover all points of contact without creating more noise.
Some brands are struggling in unanticipated ways. Brick and mortar restaurants and small businesses are readjusting their business models to keep serving and keep people employed. Michelin-starred restaurants are offering takeout or delivery, and even very traditional shops are scrambling to create an online presence.
Some businesses are experiencing unexpected traffic surges at this time. Online learning platforms and mindfulness apps are seeing a huge surge of new traffic, exceeding their plans’ limits. They’re unsure how to best support their new audience or this volume of demand.
Travel-related businesses are being hit with booking cancelations and changes to their services, ultimately needing to find ways to address the current uncertainty about borders and international travel. Many events and conferences have been postponed or outright canceled, with a fast transition to online events where possible.
Agencies whose clients are cutting ad spend are in a rush to alter campaigns and promotional activities. Understandably, many are in watch-and-wait mode when it comes to making further investments in their PPC or social campaigns.

Again, everyone is figuring out what marketing even looks like in the current landscape. There’s been some cringe-worthy stuff hitting all of our feeds and inboxes, but we’ve also seen some genuinely helpful moves from companies, too.

How we’d like to help…

Right now, you might need to scale up or scale back on your operations. You might be pivoting to a new approach, or you might just need a helping hand figuring out your next move.

If you’re facing uncertainty, we’re best able to help if you reach out to us directly. We recommend starting a live chat in the Unbounce builder (by selecting “contact us” in the ? dropdown) or via email at support@unbounce.com. We’re also available by phone at 1-604-484-1354.

We’re working from home like many of you, but we’re also all hands on deck and are scheduling one to one calls to work out the right approach for your business. We know software costs can be stressful in a crisis, so we want to help—whatever that looks like for you.

What’s more, we can set up a strategy session with our Success Managers for you as an existing customer. We want to help put your best page forward with a page audit, and give you some tips for converting based on what we know about your industry and offer. Simply get in touch, and we’ll get you scheduled.

If you’re in healthcare, education, nonprofit, or government—we’d like to give you our essential plan for free.

If you work in these industries, and sign up before June 1st, our landing page builder is open to you for three months at no cost. You offer mission-critical services that are needed more than ever, and this is the least we can do.

We’ll ensure you get setup help via our onboarding team and that you’re equipped to get up and running with whatever you need. This can include training on how to build a popup or sticky bar for your site for crisis comms, or new offers you might have, for example.

To clarify: this is open to everyone in healthcare, education, nonprofit, or government, and there’s absolutely no obligation that you continue as our customer afterward.It’s an essential plan available free, for a 3-month duration, from the time of your sign up.

Simply sign up for a trial via our pricing page, then email onboard@unbounce.com (or reply to any of our onboarding emails) with the industry you’re in and your request to get essential for free. From there our specialists have you covered. They’ll reach out, confirm your industry, and ensure you won’t be billed.

Also, we’re looking to create or curate content most useful to small businesses sorting out the marketing landscape.

Finally, we’d like to be a resource in uncertain times—we’re just working out what that looks like right now. Across our marketing channels, our business-as-usual content on conversion optimization doesn’t seem like the most helpful thing in the current climate so that’s on pause for a bit.

Instead, we’re focused on how we might help you navigate the marketing landscape when things are uncertain, and we’re asking what you might find useful.

On social media, you’ve specifically asked us about:

Working in higher stress environments and how to handle fear from clients
How small companies can quickly regain visibility after the crisis has ended, get back in touch with customers, and boost business again
Remote team building tactics and how to best transition to remote work
Improving existing marketing skills on teams, or helping the newly unemployed who want to gain these skills

Over the next few days, our team is looking into what we might be able to curate on the above. We may not be able to speak as an authority on all the topics you’re looking for at this time—so we’re mindful of striking a balance. We may not know how to keep the kids from driving you nuts on Zoom calls—but we do know how to curate a helpful resource. (At least, we like to think we do.)

We’re here when you need us.

We continue to be inspired and humbled by all of the kick-ass things that you’re all doing, even outside of challenging times. Whether you’re moving full-steam ahead on adjusting your approach or taking a necessary break to ensure your own health or that of your family, we’re with you.

If you need immediate assistance with your Unbounce account, use the live chat or support email mentioned above. But comments on this post are also open, you can reach out on Twitter, and we’re ready to show you what we mean when we say we’re people-first.

Stay safe, friends.

Original Article

20 Ways to Create the Perfect Thank You Page (with Examples)

March 27, 2020

by Kathleen Stardust with No Comment Conversion Optimization digital marketing Email Marketing Landing Page Optimization marketing Online Marketing

Success: the feeling you get when someone fills out your opt-in form, completes a purchase, signs up to your email, or whatever the desired end goal is on your website. You created the perfect landing page and got your visitor to sign up. Congrats! But what else did you do? Did you take full advantage of that conversion? Likely not.

Typically, when a visitor completes an action on your site, they’re immediately sent to a thank you page. Most websites, however, have lackluster thank you pages that barely meet the expectation of the visitor.

They also miss the chance to further engage with visitors, move them along to another section of the website, make a sale, make it easy for them to follow the brand on social media, and so on.

All those missed opportunities that could have been taken advantage of with a good thank you page. A simple “thanks, and here’s your ‘whatever’” just doesn’t cut it. A visitor who has already completed an action on your website is much more likely to go a step further but if all you offer is thanks, you leave them hanging.

In this article, I’m going to show you what you need to create the perfect thank you page. From the simple “What is a thank you page?” to ideas on how to optimize your thank you page for engagement and conversions, I’ll cover it all.

Let’s do it.

Table Of Contents

What is a thank you page?

First up, what is a thank you page?

Simply put, a thank you page is a page that website visitors are sent to directly after they’ve completed a goal on your website.

how to create the perfect thank you page

That could be signing up for your newsletter, opting in to receive your free guide or ebook, completing a purchase, reserving a spot in your webinar, etc.

Whatever the end goal is, your visitor should be directed to a thank you page immediately after completing the required action (likely filling out a form).

Why do you need a thank you page?

So why do you need a thank you web page?

One of the most fundamental feature of a thank you web page is to verify the activity the site visitor just finished (i.e. “Many thanks for subscribing to our newsletter!” or “Your order is validated”).

But, in truth, it ought to do a lot more than that.

Have you ever before filled out a kind or completed an acquisition then were guided to a web page that was uncertain, messy, or unprofessional?

Possibly an easy white web page that simply claims, “Thank You” or “Order Confirmed”.

Most of us have. What kind of sensation did that page motivate? Did it attract a response? Did it leave you feeling reassured you made a great decision? Did it make any kind of connection with you?

Likely not.

A page like that fails to connect with people and, ultimately, leaves your visitors left high and dry.

It leaves a huge opportunity on the table and all that effort and energy trying to get that person to convert is wasted.

Not only that, a poor thank you page can leave a bad feeling in your visitor’s stomach. A page like that fails to reassure the visitor that they made a good decision (typically referred to as “buyer’s remorse”).

They may even decide to forgo engaging with the thing they just signed up for (if it’s guide, maybe they end up deleting or never reading it, if it’s a product, maybe they decide to cancel the order).

It’s clear that the visitor is engaged with your offer and your company. They went so far as to complete whatever action you required of them. So why wouldn’t you put more effort into your thank you page?

A thank you page is an opportunity for so much more.

To propose that question again, why do you need a thank you page?

It’s not to just simply confirm a completed action, but also an opportunity to engage with your visitors more and ultimately, a chance to move your visitors along and deeper into your sales funnel.

But not only do you need a thank you page, you need a good one.

So, let’s cover what you need to start:

What your thank you page should include

First, your thank you page should include the obvious, “thank you” in one form or another (thanks, congratulations, order confirmed, etc.).

This confirms the visitor has completed the desired action.

Next, the page should include clear instructions on how to proceed. If they just signed up for a free ebook, let them know that it’s on its way to their inbox and they can expect it shortly. Or, include a clearly-stated, easily visible button that says “Download your guide”. Whatever it is, make sure the visitor knows exactly what to do.

Finally, it should include a strong call-to-action (CTA). Your CTA should be easily visible, well-defined, and move the visitor to the next step. This might be a further resource (like a blog post), checking out your product, or even just sending them back to the homepage.

To reiterate, your thank you page at the very least should include:

Thank you (to confirm)
Exact instructions on how to proceed
A strong call-to-action

But, that’s just the start.

A good thank you page offers more. It offers a way to further connect and add more value. It can be an opportunity to drive traffic to other content, nurture leads, get someone to purchase something, acquire customers, and so on.

So let’s move onto some ideas for doing just that.

Thank you page ideas (to increase engagement & conversions):

Below, is a list of ideas to consider adding to your thank you page. At the very least, you should include the points I mentioned above (and will further detail below).

Beyond that, think about how these ideas will work for your company and how you can implement them into your own page. Don’t go overboard adding every last idea. Think about what you want the visitor to do next after visiting your thank you page and go from there.

1. Thank or confirm

I want to reiterate to actually include a thank you or confirmation message of some sort.

This should be as clear as possible. This lets the visitor know they’ve completed the required action and they can expect whatever it is they’ve signed up for.

2. Provide clear instructions

Going along with the first point, you need to make sure you actually provide the value you promised and the visitor knows how to get it.

If it’s a free guide or ebook, include a large button on the thank you page that says, “Download your free guide” so the visitor knows right away how to get it.

Or, if you’re sending it via email, tell them exactly that and when to expect it: “You will receive your free guide in your inbox shortly.” Also, think about including a contact email if they having any trouble downloading it or never receive it.

3. Restate value of original offer

Next, you want to restate the value of the original offer. If it’s an ebook, state what it is, what is included inside the book, and what the visitor will learn by reading it.

You want to make sure the visitor actually reads the ebook they just signed up for. You, or someone within your company, likely spent a lot of time creating it. Plus, it’s a chance to educate your audience and position yourself as an authority.

Also, if this free offer is part of your sales cycle, you will likely have an easier time reaching out to them if they actually engaged with your content and found it useful.

By restating the value, you can curb any hesitation or “buyer’s remorse” the visitor may have, and make sure they take advantage of the resource they signed up for.

4. Recommend additional articles or other resources

Your thank you page can be a great way to direct people to further content. They already found your offer enticing enough, they will likely be interested in others you have to offer.

You may consider adding some of your most popular posts to the page or you can get a bit more specific like adding content that relates to the offer they signed up for. For example, if they signed up for a landing page optimization guide, you can direct them to your post on landing page design tips.

Additionally, if the visitor just signed up for your product or service, you may include resources on how to get started, FAQs, or other help related pages.

Finally, you may even want to consider how your thank you pages fit into your overall content strategy. For instance, you may want to create content specifically for these visitors (optees) only. This might be an article (related, helpful tips), a further free offer (like a template), or an exclusive video course. By offering an exclusive piece of content to only those who signed up, you can create a stronger connection and give the visitor a feeling of being valued.

5. Add social sharing buttons

This is a place where a lot of pages fail, surprisingly, since it’s so simple to set up.

Adding social sharing buttons to your page makes it easy for visitors to share your offer. Even if you included social buttons on your landing page, it’s a good idea to include them on the thank you page as well.

The visitor may not think about sharing until after they sign up or they may want to complete the form to see the next step before sharing with a friend or colleague.

Ideally, you want to set the social sharing buttons to share the original landing page and not the thank you page.

6. Invite them to follow you on social media

This too is another simple one that I’m surprised more companies don’t implement. The visitor is already engaged with your content and your company. Thus, they are much more likely to follow you on social media.

By simply including a few links to your social media profiles (choose a select few, don’t list every single network out there), you give the visitor a chance to easily follow your brand and get updates on your new content.

7. Refer a friend bonus

This method was instrumental in helping Dropbox grow to the hugely popular cloud storage platform it is today. The idea, essentially, is to offer the visitor extra value for referring a friend and getting them to sign up too.

In Dropbox’s case, they offered (and still do) additional storage space for free if you referred a friend and that friend signed up for a Dropbox account.

This created a viral campaign that helped Dropbox explode in popularity.

However, it’s a strategy that you could implement into your thank you page. By simply offering added value (like a coupon code, free sample, extended free trial, extra credits, even additional free content) in turn for referring a friend, you encourage the visitor to share your offer, engage with your company more, and get some “free” promotion in the process.

The example below encourages visitors to refer friends and earn free products. They make it easy for them to share by including a copy & paste link as well as Facebook and Twitter sharing buttons.

8. Include social proof

Remember when I said that a poor thank you page can sometimes leave you regretting your decision (resulting in “buyer’s remorse”)?

One of the best ways to curb that feeling, and let visitors know they’ve made a good decision, is with some social proof.

By adding positive testimonials (from real people, don’t make them up), the visitor can get real feedback and confirm they’ve made the best decision.

If your offer was a free ebook, then include some testimonials from people who read it and found it useful. This lets the visitor know it’s worth reading.

You may also include testimonials about your business (like how great your customer service is) or product as a whole. This can encourage visitors to move further along in your sales funnel and check out your product.

9. Add comments

It may not be the first thing that comes to mind, but adding comments to your thank you page can be another way to engage visitors.

Let’s say you’re offering a free ebook, by allowing comments on your thank you page, you can give readers the chance to comment what they thought of the book, share their own ideas, or ask questions.

Just be sure to provide some text encouraging visitors to comment and allow them to come back to the page so they can comment later.

The example below by Social Triggers uses this method. The page allows people to comment with their excitement and what they think of the book. It’s also a chance for further communication between them and Social Triggers.

10. Ask to sign up to newsletter

If your opt-in process did not automatically add visitors to your email newsletter, then this would be a good time to do so.

They already find your content useful and are engaged with your company, by simply including a signup form for your email newsletter, you can get additional signups and grow your list.

11. Add to calendar option

If you’re offering a free webinar, or maybe even a free event, adding an “add to calendar” option on your thank you page is a must.

Often, people can sign up for a webinar and never actually attend. They get caught up and forget all about it.

However, adding an “add to calendar” option, for say Google calendar, can ensure the event is put on their schedule and they won’t miss it.

12. Sign up for a webinar

If you offered a free piece of content like a guide or ebook, you could also include a related webinar you have on your thank you page.

The visitor already found your content useful and enticing enough, they will be much more likely to sign up for your webinar add this point.

13. Create an account

If your visitors landed on a thank you page because of a purchase they just made, then this can be a good time to get them to sign up for an account for your site.

For instance, if you’re an e-commerce site, you may include a form for visitors to create an account immediately after purchase (if they did not create one during the buying process).

However, make sure to educate them on the value of doing so. You may include something on them having the ability to check the status of their order, see tracking info, or earn rewards. This will make it more likely they’ll sign up.

The example below does just that. After completing a purchase, the visitor is presented with an option to create an account. There’s even a strong indicator (in the form of an arrow and large, orange box) directing the visitor’s attention to the signup. They tell the visitor they can earn loyalty points and receive future discounts to encourage signups.

thank you page epic guide create an account

14. Include related products or up-sell

Again, if you’re an e-commerce site, you want to take advantage of that precious space on your thank you page, rather than simply confirming the order.

Now is a good time to showcase any related products or products that go hand in hand with the one the visitor just purchased. For instance, if someone just bought a grill, you may show a few grilling accessories like a grill spatula, tongs, an apron, charcoal, etc.

These are all things they may need and including them on the thank you page can lead to another sale.

Also, you can use this opportunity to upsell a product. This can be especially useful for a SaaS company. Say a customer just purchased your lowest plan, you may offer the chance to upgrade while including some information on the benefits of doing so. Maybe you offer a special offer or discount at this point to get them to upgrade.

Or you may offer an a-la-carte option to go on top of their subscription plan. For instance, if you have an email tool that allows users to find email addresses, and the lowest plan includes finding 50 emails a month, you can include an option to buy another 25, 50, or 100 emails.

15. Include a survey

You can also use your thank you page as a feedback and research tool.

By including a survey, you get can some much-needed insight into your customer’s problems and whether you’re helping to address them.

Visitors are already engaged at this point, so they’re much more likely to provide some feedback or fill out a survey.

The example below from Harry’s includes a simple one question survey at the bottom of the thank you page. However, visitors are more likely to answer the survey at this point and Harry’s gets some customer feedback that can help them decide what type of subscription plans to offer.

16. Offer a coupon code

Offering a coupon code on your thank you page can be a good way to push the visitor deeper into your sales cycle and get them to make a purchase.

Also, it may be an added value they weren’t expecting when they signed up for your offer. Thus, creating a feeling of excitement.

If visitors aren’t acting on the offer, you may include an expiration date or countdown timer to encourage them to act quicker.

17. Include video

Video can be a great way to further connect with your visitors. Video offers you a chance to represent your company or get across a point that you just can’t do with text.

For instance, if you want to give the visitor a deeper understanding of your brand culture, video is a great way to showcase the personality and characteristics of your team.

Or, you may use this as a chance to educate the visitor about your product.

Video also tends to convert better. In fact, including a video on a landing page can increase conversion up to 80% and 64% of visitors are more likely to buy a product online after watching a video (Source).

18. Include a low-price offer

Another idea is to include a low-price offer. Customers who purchased from you before are more likely to purchase from you again than a 1st-time buyer. Repeat customers also tend to spend more.

You can facilitate this process by offering a low-price item on your thank you page. It’s an easier decision for the visitor to make and they get a chance to see the value you provide, how you deliver the goods and possibly address any other concerns they might have with purchasing from you.

The example below from Digital Marketer lists a low-price offer on their thank you page. At just $7, you can get their course on social selling. It’s way to get their foot in the door with the visitor and showcase the value they provide. A method that can lead to a future purchase of their more expensive courses.

19. Free consultation/demo

Another good idea for consultants, agencies, even SaaS companies, is to offer a free consultation or product demo.

By offering a free 30-minute consultation or demo, you get a chance to interact with the visitor more and move them along in your sales funnel.

The visitor is already engaged with your content and likely finds your company reputable. Now is the time to get them to sign up.

20. Automatically redirect

Instead of optimizing your thank you page, you may find it’s a better option to redirect the visitor to another page a few seconds after visiting the thank you page.

This would work for additional content that may lend itself to the offer the visitor signed up for.

Thank you page examples (to learn from and copy)

Finally, let’s take a look at some thank you page examples (so you can learn from them and “steal” their ideas). First, I’ll start off with the more mediocre or basic thank you pages. Then, I’ll progressively move on to the best ideas that have taken full advantage of their thank you pages.

Let’s take a look.

Example #1: Sage

This first example by Sage is presented after signing up for a free guide. The page is simple but does meet the basic requirements of a thank you page.

It thanks the visitor and provides them with the downloadable resource they signed up for. However, the overall design is very bland, and while they do have a link that directs the visitor to further resources on the Sage website, the link could be more prominent.

Sage, could instead, create a large, brightly colored button that directs the visitor to the next step (in this case, more helpful content on their site).

Additionally, while the page does include some social sharing buttons in the page footer, these appear to be more of an afterthought and are so tiny, could easily go unnoticed. Making these buttons larger and more prominent in the page body text (perhaps under the thank you message) could entice visitors to share this page (and the guide they just downloaded).

Example #2: Zappos

This thank you page is presented directly after signing up for the Zappos email newsletter. They touch the few basic requirements for a thank you page: thanking the visitor for signing up, restating the value the visitor is getting by signing up, and what to expect. They also provide details on how to contact the company if needed.

However, Zappos could still make better use of the page. They may consider adding extra value by offering a special coupon code just for email subscribers.

Also, while their main navigation is still present, there are no recommendations to direct the visitor further along. Zappos could instead include some graphics of different product categories for the visitor to navigate to. Or they might include a “check out our latest sales” link.

Finally, no social sharing or “follow us” buttons are present. The visitor already signed up because they’re interested in following Zappos. Therefore, they’re already engaged with the brand and would likely follow Zappos on Facebook or Twitter. However, they don’t offer an option to easily follow them, so they miss out.

Example #3: CopyBlogger

Taking a look at this thank you page, presented by CopyBlogger after creating a new account, we can see they have a simple design yet manage to hit the few basic requirements. They thank the visitor for joining, include detail on what to expect from the membership, and include a clear call-to-action (in the form of a large, red button) to proceed through to the site.

However, CopyBlogger might take this opportunity to showcase a few of their featured posts rather than having the visitor click straight through. Also, it would be a good idea to include some “follow us” buttons for their social media accounts so visitors can quickly and easily follow the brand.

Example #4: Infamous Musician

thank you page example infamous musician

This thank you page is presented after signing up for a free PDF from I nfamous Musician. The page thanks the visitor, lets them know how they can get their PDF (by email and downloading it) and restates the value.

Not only that, it also provides a few more blog posts to check out and a chance to comment at the bottom of the page (there is even a link in the PDF back to this page so people can return to comment after reading).

Still, the page is missing social sharing and “follow us” buttons missing the chance for free promotion and getting visitors to follow them on social media.

Example #5: Backlinko

The above page is presented directly after signing up to Backlinko’s email newsletter. The page is basically part of a two-page process. However, I included the above screenshot because I wanted to showcase the detailed instructions.

After signing up to the newsletter, the visitor is provided with very clear instructions (with accompanying screenshots) on what to do next. There is no confusion on what to do next. The visitor knows they need to confirm their email and this ensures they don’t forget.

Example #6: Consulting Success

thank you page example consulting success

This thank you page by the Consulting Success is presented to the visitor after subscribing to their email newsletter. Rather than simply saying thanks, the founder, Michael, greets subscribers with what to expect from signing up.

The video offers a more engaging medium than simple text. In addition, the page also provides a clear call-to-action with a large, blue button that states, “Learn how to attract more clients.”

It’s an enticing offer that directs visitors to the next step, keeps them on the site, and moves them further along in their sales funnel.

Example #7: Neil Patel

The above thank you page by Neil Patel is presented after signing up for one of his webinars. Rather than just thanking visitors for signing up, he also provides additional details on what to expect from the webinar and the value you will get by attending it (in text and video).

He also includes options like “add calendar reminder” and text message notifications to ensure visitors don’t miss the webinar.

Finally, he includes a survey at the bottom of the page to get feedback from visitors to answer their specific questions and provide the best possible experience.

Overall, the page offers good detail and further engages the visitor. However, Neil might also think about including some social proof (in the form of testimonials) possibly from past webinars. This would help reassure the visitors they made a good decision to sign up and encourage them to show up to the webinar.

Also, he might think about including social sharing buttons to encourage visitors to share the webinar with friends, colleagues, or members of their team.

Example #8: Freshbooks

thank you page example breaking the barrier

This thank you page by Freshbooks is presented after signing up for their free ebook, “Breaking the Time Barrier”. Rather than thanking the visitor, they congratulate them for signing up for the book.

Not only that, they provide social proof for reading the book. Positive testimonials from those who have read the ebook reassure the visitor that they’ve made a good decision and should proceed with reading the book.

People can sign up for these ebooks but never commit to reading it. The added testimonials give the sense that the visitor needs to read the book and that it’s worth dedicating their time to doing so. Ensuring the ebook (that someone likely spent a ton of time creating) actually gets read and gives the company a chance to connect with readers.

Example #9: Impact

This thank you page is shown to the visitor directly after signing up for a free ebook from Impact. While the overall design of the page could maybe use some work (it’s a bit bland and unappealing) the page does make an effort to move visitors further along.

In addition to providing clear instructions for accessing the ebook and a large, clearly-stated download button, the page provides additional resources the visitors may enjoy.

These resources are additional ebooks the visitor may be interested in reading. The page also has “follow us” buttons so visitors can easily follow the brand.

Example #10: Optimizely

This thank you page is presented after signing up for a free guide from Optimizely. Instead of simply saying thanks (which they do) they also take the opportunity to present a few additional resources to further engage with visitors.

They provide an additional set of tools to download for free, give the opportunity to register for a contest they are offering and encourage the visitor to explore their community.

Also, they provide clear instructions on how the visitor will receive their new guide (via email) but also give them the option to download it from the page in the form of a clearly-stated, large blue button.

Overall, the page does a good job in trying to further connect with visitors and direct them to additional pages on their website.

However, one more thing they could consider adding are “follow us” buttons. They have some in the page footer but making them a more prominent feature on the page would encourage visitors to follow their brand.

Example #11: Uscreen

The above thank you page by Uscreen is presented after signing up for a free PDF. The page has a similar layout to the Optimizely page above. It thanks the visitor but also uses the opportunity to offer them a free trial signup.

This is a good place to get the visitor to sign up. They are already engaged at this point and since the book is related to their service, the visitor is likely interested. By giving them an easy option to sign up and listing the benefits of their service, they can increase subscribers.

Example #12: Wordstream

Here is another great thank you page example. This one is presented directly after signing up for a free guide from WordStream.

The page hits all the basic requirements: it thanks the visitor and tells them how to download the guide by putting “click here” in giant lettering.

However, it also provides additional detail to further engage with visitors. First, they offer a video to learn more about their product and the benefits they provide.

They also include an additional form to receive a “Free Adwords Performance Report” that is clearly visible and drawn to by the large, bright, orange button to the right.

This allows WordStream to further engage with visitors who may be potential customers and put them into a lead nurturing process.

Finally, they have social media icons for visitors to easily click in order to follow them on Facebook and Twitter.

Example #13: Kissmetrics

One of the better examples in this guide, the above thank you page by Kissmetrics is presented after signing up for their email newsletter.

The page first confirms that the visitor is subscribed. Next, they use the page to talk more about their product, what it is, the features, and the value you will get by using it. They also include a clear call-to-action to start a free trial for the product.

Finally, social media icons are present on the page (albeit in the footer) to allow visitors to easily follow the brand.

Example #14: Fizzle

Finally, this last thank you page by Fizzle, is what I believe to be the best example on this list. The page meets basic requirements like thanking the visitor but offers a ton of a value beyond that.

First, they provide a few recommended articles (drawn from their most popular posts) for the visitor to continue onto. Next, they include a video that showcases their brand and who they are as a company.

Finally, there is a note from the CEO at the bottom with a special offer for blog subscribers.

Fizzle does a fantastic job of optimizing their thank you page to further engage with their audience. Their additional content offers extra value to subscribers and lets them get to know more about the company and what to expect.

Stop creating terrible thank you pages.

Now you know just about everything there is to know about thank you pages and what makes a good one.

So stop creating lackluster, boring thank you pages and create one that engages with visitors and moves them to further action.

You’ve got a list of ideas, and examples to copy, so go put them into action.

What has been your most successful thank you page tactic? Share your thoughts in the comments below.

Original Article

[Watch] How Procurify Scored a Ton of SaaS Demos with ABM & Landing Pages

March 24, 2020

by Kathleen Stardust with No Comment Campaign Strategy Conversion Optimization Landing Page Optimization Lead Generation Marketing Agencies

It’s the kind of mega-growth story anyone starting a software-as-a-service (SaaS) company dreams about.

You and a couple of friends have an idea for a product that fits a clear gap in the market. You pitch at a local startup event, which lands you in a growth accelerator, which also leads to your first seed funding. You spend that money hiring and building out the software. Before long, you’re closing your Series A, then your Series B. You’ve turned that original idea into a fast-growing SaaS platform serving hundreds of customers.

The co-founders of Vancouver-based Procurify—Aman Mann, Eugene Dong, and Kenneth Loi—made that dream a reality. As of 2019, the spend management company has raised over $30 million in funding, counts Mark Cuban and Ryan Holmes among its investors, and is one of the most exciting tech startups in the city.

But as with any SaaS investment, the influx of capital came with a catch. Procurify’s marketing team was under more pressure than ever to keep their growth going—even accelerate it. If they were going to hit their bold new revenue targets, they needed a way to kick customer acquisition into overdrive.

Meet Mark. Mark knows how to engage prospects and get ’em excited about SaaS. Be like Mark.

That’s where Mark Huvenaars and Jendi Logan come in. We had a chance to talk to Mark, the Demand Generation Manager at Procurify, during Unbounce’s 2019 Call to Action Conference. We also spoke with Jendi, Procurify’s Marketing Web Designer, over the phone.

Mark and Jendi told us how the marketing squad overhauled their strategy to become more purposeful in the way they pursued new customers. They did a bang-up job, too. Over several months, Procurify’s team:

Developed an innovative outbound marketing strategy that would help them connect directly with prospects in an engaging way.
Built 50 super-personalized landing pages with a 38% demo rate in a pilot account-based marketing (ABM) campaign.
Started pairing landing pages with video ads, which have a cost-per-conversion that’s just 1/4 what they were paying with search ads.

We were totally blown away by Procurify’s execution of account-based marketing campaigns using Unbounce—and by just how easy it’d be for other SaaS brands to try, too.

Here are some of the highlights from our chat with Mark (but read on for the deep-dive into Procurify’s story):

The Challenge: Increase Awareness & Schedule More Targeted Demos

At Procurify, we’re in full-on growth mode. We’ve expanded our teams. We’re looking at new systems, new tools, new ways to maximize our growth. Our goals have really been elevated.

That’s the dynamic environment Mark steps into when he joined Procurify early in 2019. The company had surpassed 100 employees and was close to securing its Series B funding. It was that exciting, precarious stage for a startup trying to scale up, and there was big pressure on the revenue unit to find another gear.

The Procurify crew playing it surprisingly cool. (They’re poppin’ champagne bottles in their hearts.)

Procurify’s software helps companies streamline purchase requests and approvals. It’s an ideal solution for small and medium businesses, Procurify’s target market. The trouble was that lots of the people who could benefit from the software didn’t know it existed. In fact, most didn’t even recognize they had a problem that needed solving.

At the time, we were really focused on inbound. Someone would conduct a Google search for purchasing software, they’d go into a landing page, and they’d book a demo.

That works when there’s a lot of search volume, but to scale up, we also needed to reach people who aren’t actively looking for purchasing software yet.

The biggest obstacle Procurify faced was awareness. The marketing team needed to develop an outbound marketing strategy that would get their product in front of the people who needed it most. They knew if they could demo the product, people typically started trials of the software at a high rate.

So, the Procurify crew decided to try something new: account-based marketing (ABM). An increasingly popular approach for selling SaaS products, an ABM campaign focuses just on companies matching your ideal customer profile. In practice, Procurify would reach out directly to prospects that were a great fit for the solution based on indicators like business size and industry.

We created an outbound team whose focus is building personalized campaigns and experiences that pull people through the funnel—helping them recognize their spend management problem and letting them know about Procurify as a solution.

Procurify had lots of ideas for ABM campaigns that could get the attention of decision-makers at target companies. After, they’d point these prospects to custom-made landing pages that described the benefits of the platform and encouraged them to schedule a demo. But this newly-formed outbound team didn’t have the technical skills to build pages on their own—and with just one designer, it was going to be a challenge to pull off.

The Solution: Account-Based Marketing (ABM) with Personalized Landing Pages

That’s when Procurify found Unbounce.

Jendi explained how the landing page platform has been key to enabling the company’s more nimble marketing strategy:

It’s my job to make sure we’re consistent in the way that we visualize Procurify’s brand story. But as the only designer on a growing team, I also don’t want to be a roadblock to execution.

With Unbounce, I can create branded templates so the team can actually do things themselves. They can modify it to match their campaign and have the confidence to go conquer the world themselves.

For Mark, the value of Procurify’s new library of landing page templates can’t be overstated.

It’s great when we’re running a campaign and we need something up tomorrow, or today, or even in an hour.

I know that I can hop into Unbounce, I can use one of Jendi’s templates, and it’ll be an experience for a prospect that’s far better than what I’d be able to build with any other tool.

SaaS Landing Page Example - Procurify (Webinar)

Procurify collects leads through Unbounce-built signup pages for educational webinars. (Click to see the whole thing.)

Procurify’s marketing team can now get on-brand, campaign-specific landing pages up and running in no time. That’s given them the independence they need to execute on outbound marketing initiatives like ABM.

Here’s an example of a pilot ABM campaign the Procurify team set up that combined direct mail and Unbounce landing pages to connect with target accounts. First, the team identified 50 companies that fit Procurify’s ideal customer profile. Then they sent custom swag boxes outfitted with a video screen.

If you got one of these in the mail, you’d *at least* check out the landing page, right?

When people received these video boxes, they flipped it open, it would auto-play a video that’d say, “Hey, you at company.” It was highly personalized. And at the end of the video, it directed them to a dedicated Unbounce landing page.

Each page was tailored to address the prospect directly, including their name and company logo. At the bottom, it encouraged them to connect with a specific member of the Procurify sales team.

The upshot? A whopping 38% of prospects scheduled a Procurify demo from the ABM campaign landing pages:

SaaS Landing Page Example - Procurify (ABM)

This landing page is built to address *one person* at Procurify’s target prospect. Talk about personalization. (Click to see the whole thing.)

Beyond ABM landing pages like this, Mark, Jendi, and the team have been exploring other ways to get in front of prospects and tell the Procurify story, like with video ads on YouTube.

Video ads help us tell the Procurify story before people even know that they need a procurement solution. We can send them through to an educational landing page [from the CTA] and seed that intent.

Additionally, these ads really help us build our remarketing lists. So, not only do we capture someone’s attention from the onset—after they click through to one of our customized Unbounce landing pages, we can serve them up remarketing ads that speak to the video campaign itself.

SaaS Landing Page Example - Procurify (Video Ad)

An example of the sort of landing page Procurify might use in their video advertising. (Click to see the whole thing.)

The Results: 38% ABM Demo Rate & Way Lower CPC on Paid Traffic

Given the impressive results from their pilot campaign, Procurify is already planning new opportunities to put ABM into action. And because the marketing team can build personalized landing pages in a jiffy, they can now test and optimize their ideas a whole lot faster.

Here’s Mark’s big takeaway from that first ABM experience:

In addition to connecting with more than a third of target companies, we continue to see the viral impacts of people sharing these video boxes on social media. It was an exciting, unique way to kind of cut through the B2B clutter.

Here’s one of the responses Procurify got on Twitter. Clearly, they’ve made an impression.

The most insane cold reach in ever….! @Procurify pic.twitter.com/tN1x6tiI7R

— Justin Choi (@JustinCie) August 27, 2019

Procurify’s increased focus on video advertising (paired with landing pages) has also been paying dividends. Not only is it a more compelling way to tell the brand story than with search ads, but it’s also significantly reduced Procurify’s cost-per-conversion (CPC) on paid traffic.

The clicks are relatively inexpensive, so we get a lot of traffic to our landing pages. While the conversion rate is only around 0.02%, it’s significant when you consider the volume.

Mark estimates that the CPC for a YouTube ad campaign is roughly 1/4 of what it’d be with search advertising. That’s a meaningful difference.

Get Your SaaS Startup Noticed with Landing Pages

As marketers at a fast-growing SaaS startup, Mark, Jendi, and the others faced more pressure to bring in customers than ever before. So, they got creative. They totally revamped their acquisition strategy and started talking more directly to their target prospects. Based on early results that showed a 38% demo rate for their ABM campaign, it looks like a slam dunk.

Mark credits at least some of that success to adding Unbounce to Procurify’s toolkit:

If I were to recommend Unbounce to another SaaS company, I would say it can grow with your growth. It’s highly scalable. It saves time, and it integrates with the marketing tech stack that you likely currently use.

What have we learned? In marketing, independence is key. It would’ve been really tough for Mark and the Procurify team to pull this off if landing page development and design had been a bottleneck. But armed with a bevy of on-brand templates (thanks, Jendi!), the marketing team is free to launch campaigns as fast as they can dream ’em up.

Wanna give ABM a whirl at your SaaS company? First, figure out how you’re going to get your product in front of decision-makers at your target accounts. Then drag-and-drop together a super personalized landing page that’s sure to get you noticed.

Original Article

27 Ecommerce Landing Page Examples to Maximize Sales in 2020

March 17, 2020

by Kathleen Stardust with No Comment Campaign Strategy Conversion Optimization Landing Page Optimization Marketing Agencies

Effective ecommerce landing pages aren’t just about big logos and shiny product photos—they’re about giving shoppers the information, direction, and experience they need to smash that “Buy Now” button. Take a look at these hand-picked ecommerce landing page examples to make 2020 your best-selling year yet.

Why Not Just Use Product Pages for Your Ecommerce Campaigns and Promotions?

Pairing ads with product pages can lead to some pretty underwhelming results. According to Monetate, visitors convert half as often when they’re on a product page compared to a custom landing page experience.

That’s because most product pages don’t follow ecommerce best practices. They have boilerplate copy and design that tries to target everybody at the same time (and doesn’t sync up with your paid advertisements). Even worse—most product pages are stuffed with shiny links that end up distracting shoppers and keep them browsing instead of buying.

With landing pages, you can focus a visitor’s attention on a single product or offering and lead them on a personalized journey to purchase. They’re more targeted, customizable, and twice as likely to convert.

Not getting the results you want from sending traffic to your online store? Start building your own ecommerce landing pages today with a free 14-day trial of Unbounce.

27 Ecommerce Landing Page Examples

Example #1: LIV Watches

Industry: Apparel
Model: Storefront
Page Type: Click-Through

Image courtesy of LIV Watches. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Need to Show Off Your Product in Different Ways

Typical online storefronts have a pretty standard approach to showing off their products. There’s probably a carousel of images at the top of the page and… well, that’s about it. But this example from LIV Watches shows how powerful it can be to spotlight your product throughout the page in multiple ways.

In this case, LIV is featuring a special edition wristwatch in partnership with pro cyclist TJ Eisenhart. Notice how, as you scroll down, they show the watch featured in different lights, different scenery, and different situations. You get to see a video overview of the watch, close-ups of the various features, and even a pretty slick side-profile that really shows off the craftsmanship.

It’s a great example of how ecommerce marketers can break the mold of “traditional” product landing pages to show customers the details they actually want to see.

What Else We Love About This Landing Page:

LIV creates a sense of urgency with this limited edition product. If you want this particular wristwatch, you know that you need to make a purchase decision fast. (Tick, tock.)
This brand is—in part—about lifestyle. That really comes through in the video, which explores idealistic sentiments like passion, aspiration, and truth to oneself.
All of the photography (along with the video and additional animations) really gives customers an up-close look at the craftsmanship, so they know exactly what they’re buying.

Example #2: TRIBE

Industry: Food & Beverage
Model: Storefront & Subscription
Page Type: Click-Through

Image courtesy of TRIBE. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Can Make Special Offers to Close More Customers

Setting up limited-time deals or special offers on your regular ecommerce shop can be a huge pain. Standard product pages often don’t properly show off a deal, and they can be pretty rigid if, for example, you only want certain people to be able to access the promo.

That’s why this example from TRIBE is worth looking over. Their marketing team set up an “Exclusive Shortlist Offer” on a landing page, so they could carefully control who the promotion went out to—rather than make it available to every single visitor who happened across their website.

Better still, because this is a landing page built using Unbounce, the team from TRIBE had complete control over how they presented the promotion. To help sell the offer, the team incorporated the value of the deal into everything from the CTA (“Enjoy Your First TRIBE Box for £2”) to the subscription details (“Custom built pack and tailored to your needs”). Very smart!

What Else We Love About This Landing Page:

The focus on athletics throughout the page—including a great training photo underneath the hero section—helps visitors understand the value of these natural performance products, and who they are meant for. (Hint: not me.)
The emphasis on social proof helps make the offer more compelling as well. Not only are there testimonials from a recognizable customer review website, but there are also familiar media outlets and supermarket logos to increase your confidence.

Example #3: Ascent Footwear

Industry: Apparel
Model: Storefront
Page Type: Click-Through

Image courtesy of Ascent Footwear. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Should Focus on the Product Details Your Customers Care About Most

If you’re selling apparel that’s more function than fashion (like a shoe that’s designed to correct your walking stride), it’s important to put emphasis on the mechanics of how your product works. Case in point: this example from Ascent Footwear.

Not only does this landing page show off exactly what goes into each shoe, but it also explains why that makes such a difference. (Now, I just need to figure out what the heck “ample lateral stability” means.) The page removes all the fluff and focuses on answering one very specific question: How does this shoe actually work?

Compare this to most product pages, which often get lost in the details that don’t matter as much. Manufacturer references, lengthy product descriptions, related products—if your customers don’t actually care about these things, they might just be distracting them from making a purchase.

What Else We Love About This Landing Page:

Ascent uses an expanded view of its shoe to showcase the technical components that contribute to its comfort and durability.
By including an explainer video, Ascent is able to elaborate on the value propositions of the product without taking up much space on the page.
The clean, single-column layout and short length mean that visitors aren’t being overloaded with information. That way, they can focus on Ascent’s core message.

Wanna see all 27 ecommerce landing page examples? Download The Ultimate Ecommerce Landing Page Lookbook to help inspire your next high-converting masterpiece.

Example #4: BoxyCharm

Industry: Cosmetic
Model: Subscription
Page Type: Lead Generation

Image courtesy of BoxyCharm. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Can Use Landing Pages to Build Hype for Product Launches

Launching a new product is always exciting—but getting the word out to customers can sometimes be a challenge. That’s where this example from BoxyCharm comes into the mix.

To help promote their new upscale beauty subscription box, their marketing team put together a promotional landing page that builds anticipation for the product and directs interested shoppers to enter their email address. This lead generation tactic proved to be quite useful—when the subscription box officially launched, the team at BoxyCharm already had a big list of shoppers who were interested.

Brains and beauty? This example really is the full package. 😉

What Else We Love About This Landing Page:

The sleek layout, on-brand color scheme, and parallax scroll effect all demonstrate that BoxyCharm has a flair for design. Nice.
The landing page copy helps BoxyCharm’s brand identity with the #hashtag generation, and the social links included make it easy for visitors to engage further.
The video gives us a look at the process behind the product and shows that BoxyCharm hears (and acts on) customer feedback.

Example #5: Thistle

Industry: Food & Beverage
Model: Subscription
Page Type: Click-Through

Image courtesy of Thistle. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Should Always Optimize Your Landing Page for Mobile Devices

Making purchases on your phone is the new norm. According to Google, when people have a negative experience on mobile, they are 62% less likely to make a purchase from your brand in the future. That means for every page you create, you should be optimizing it for smartphones and tablets as well.

This example from Thistle shows how simple it can be to optimize your page for mobile devices. Using Unbounce, they created a landing page for their plant-based meal subscription service that looks stunning regardless of which type of device you’re using.

What Else We Love About This Landing Page:

The page does a great job highlighting the unique value proposition of this meal subscription service: nutrition-optimized, ready to eat, plant-based meals made with high-quality ingredients.
Thistle knows its audience. They understand how health-conscious their subscribers are, and made sure to include extra info about how each Thistle meal is curated to include the right mix of macronutrients, vitamins, and minerals.

Example #6: waterdrop

Industry: Food & Beverage
Model: Storefront
Page Type: Click-Through

Image courtesy of waterdrop. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Can Target Specific Audiences to Get Better Results

While your product pages typically have to be generic enough to speak to everybody at the same time, you can build landing pages to speak specifically to one particular audience or use case. This example from waterdrop sets the bar for targeted messaging—and, by converting more than half of all visitors, it makes a compelling case for you to do the same.

Everything on this page is meant for one audience: women. Contextual shots? Women. Testimonials? Women. This brand knows who they’re talking to, and their strategy seems to be working.

What Else We Love About This Landing Page:

The design is spectacular and complements the product well. Can colors be flavorful? This landing page says they can, and our abrupt craving for something sweet and fruity makes us believe it.
The page also does a good job of leveraging social proof by including recognizable media logos and positive customer reviews.

Example #7: Infinite Moon

Industry: Home
Model: Storefront
Page Type: Click-Through

Image courtesy of Infinite Moon. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Should Always Back Up Your Claims with Your Best Testimonials

Any ecommerce marketer will be able to tell you that reviews and testimonials are some of the most powerful tools in your arsenal. And this example from Infinite Moon and Wallaroo Media shows how you can use them more effectively on a landing page to make a sale.

Whereas on a typical product page you might just automatically surface up the latest customer reviews, the testimonials on this page have been carefully curated to help tell the brand story. Each one touches on an important benefit of Infinite Moon pillows: maximum comfort, serious pain relief, and high-quality materials.

What Else We Love About This Landing Page:

Using lightboxes to give visitors an up-close view of the product and provide additional information means that the page isn’t cluttered.
InfiniteMoon makes good use of the space above the fold, communicating their value prop through a punchy headline and emotive hero shot.

Example #8: Solo Stove

Industry: Cookware
Model: Storefront
Page Type: Click-Through

Image courtesy of Solo Stove. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Can Overcome Purchase Objections Using Photos and Other Multimedia

Are you relying on the fact that visitors will actually read your product descriptions? As a copywriter, I know as well as anyone that (and this is hard to admit) text and bullet points will only get you so far when it comes to overcoming purchase objections. A lot of shoppers skim or skip over the content you write, and they usually end up missing those key product details.

With ecommerce landing pages, you have the flexibility to overcome purchase objections in whichever ways you think will resonate most with your shoppers.

In this example from Solo Stove, their marketing team uses a combination of text and visuals to answer every possible question you might have about the product as you scroll down the page. (“What does it do?” It protects you from the flame. “Where am I gonna store all this?” It all nests inside the stove. “Can you still roast weiners?” With grooved ridges, this shield makes it easier than ever to get your wiener roast on.)

What Else We Love About This Landing Page:

Combining this product promotion with a limited-time 20% off pre-sale offer is a great way to encourage visitors to click through today, rather than wait until tomorrow.
The footer at the bottom of the page reminds shoppers that they’ll get free shipping, free returns, and a lifetime warranty. All of these promises help to eliminate risk and build trust in the brand.

Example #9: Nathan Sports

Industry: Sport
Model: Storefront
Page Type: Click-Through

Image courtesy of Nathan Sports. (Click to see the whole thing.)

What This Ecommerce Example Reveals: You Can Get More Creative with Promotions on Landing Pages

Consistent visual branding is more important than ever, but it does place limits on how imaginative you can be with your product pages. After all, they have to exist within the greater ecosystem of your online store. You can’t just go changing up the color schemes or formatting for every new product release!

But that’s why so many marketers are flexing their creativity with their ecommerce landing pages instead. Take this campaign from Nathan Sports, for example. It’s so different from the rest of their online store that it demands you take notice (and maybe put on some retro 3D glasses while you’re at it).

What Else We Love About This Landing Page:

The theme is so cool, and Nathan fully commits to it—from the loud, neon visuals, to the flashy animations, to the campaign slogan. Awesome.
This page might feel like it’s from another era, but today’s best practices still apply. Strong headline, benefits-oriented copy, rule- of-three layout—it’s all here.
Nathan even includes a custom playlist to help runners get pumped with retro jams from Duran Duran, Blondie, and Run DMC. Someone teach us how to run right now!

Example #10: Meowbox

Industry: Pet
Model: Subscription
Page Type: Click-Through

Image courtesy of Meowbox. (Click to see the whole thing.)

What This Ecommerce Example Reveals: Any Landing Page Can Be Improved With a Couple of Cat Photos

OK, I’m going to level with you. I was pretty much ready to finish this article… but I just couldn’t resist including this example. Meowbox is a monthly subscription box with toys and treats for your favorite feline. What’s not to love?

What Else We Love About This Landing Page:

It’s one thing for pet owners to say that Meowbox is wonderful, but pairing customer testimonials with pictures of their cats enjoying the treats adds another level of credibility.
The headline conveys Meowbox’s main value proposition and, paired with the hero shot, helps visitors understand what they’re getting as soon as they hit the page.
This is a click-through landing page, but Meowbox includes a newsletter signup form as a secondary conversion goal to try and capture those precious email addresses. No lead left behind.

But wait, there’s more! Take a page out of these ecommerce companies’ landing page playbooks

Example #11: The Savile Row Company

The Savile Row Company is a London-based online retailer that offers tailor- and ready-made shirts, suits, and chinos for men, as well as a selection of womenswear. Their website caters to UK, Europe, Australia, and US currencies and they ship all over the world. Smart cookies they are, the folks at Savile Row and their agency, Blimpp, saw this opportunity for targeting and created landing pages for specific segments—like their page for UK shoppers—which to date has converted 74% of thousands of visitors.

That whopper of a conversion rate is likely a reflection of how deeply targeted this page is. It’s not just for UK shoppers, or UK shoppers looking for men’s shirts, but UK shoppers looking for formal men’s shirts. Complete with everything a men’s-formal-shirt-shopper-in-the-UK needs to know about Savile Row’s fits, colors, styles, shipping, and more.

They’ve made great use of the page’s real estate by including a gallery of options and individual calls to action to shop each vertical within them. Slim fit? Navy blue? Button-down collar? Savile Row directs you exactly where you need to go. If you’ve even scrolled down, that is. The hero section has a clear product photo and CTA to grab a deal of three shirts for £80, along with the assurance of free UK returns, free posting and packaging for certain orders, and the credibility of a well-established company. Communicating that right at the top of the page may be all you need to click “Shop Now.”

Example #12: Woodworker’s Guild of America

Woodworker’s Guild of America is a woodworking community that offers tons of instructional and educational videos for woodworkers and woodworking enthusiasts. They have loads of content and products on their site for sale and download—instructional DVDs, online videos, apparel, tools, and more.

In this instance, they’ve cleverly used a landing page to promote their partnership with a popular industry manufacturer and further engage their community. Members can enter the Ultra-Shear Sweepstakes to win a package of Ultra-Shear woodturning tools, a grand prize nearly 54% of visitors so far have signed up to win.

This page hits the nail on the head (heyoooo) for several reasons. The page itself is simple and uncluttered, letting the prize take the spotlight. A clear graphic of the entire tool bundle and its hefty $1,120 USD value leave nothing up to interpretation, while the large Ultra-Shear logo communicates their alliance with a quality brand. All of this information is located above the fold, along with a simple form to enter. If visitors want more, they’ll find it below with a description of each tool included in the prize, its features and benefits, and a link to find more product details.

Example #13: The Coffee Network

The Coffee Network is an online marketplace based in Australia that connects home brewers, cafe owners, and office managers with local coffee roasters. Through TCN, they can choose from a huge variety of specialty and gourmet coffee and espresso blends to buy individually, as roaster bundles, or wholesale.

Their Coffee Finder landing page, converting at 45%, makes the search for the perfect brew even easier, guiding coffee lovers through a three-step process to customize their order based on roasting method, strength, and flavour preferences. The headline is super clear, benefits-led, and visitor-focused, with supporting copy that explains exactly why visitors should use the Coffee Finder right above a call to action encouraging them to give it a whirl. All of this is laid over a video background of a silky, rich coffee brew in progress.

Bonus points for the “How it Works” headline nudging visitors down the page, succinct instructions conveying the simplicity of the coffee-finding process, and charming iconography as visual communication.

Example #14: Heyday

Heyday is a New York- and LA-based skincare company that aims to make quality skincare and treatments accessible to everyone. They have several brick-and-mortar locations as well as an ecommerce shop and monthly membership, offering in-spa facials and retail skincare, a huge range of products purchasable online, and free expert content.

The page we’ve chosen to highlight—announcing the arrival of a new spa location in Silver Lake—is as simple as it is effective, and a stellar example of using landing pages to generate buzz and gauge interest well before a launch. Its beautiful, colorful design, unmissable emphasis on location, short blurb that summarizes Heyday’s unique selling proposition, and simple one-field form add up to a page that’s converted 65% of several thousand visitors. That means thousands of leads, thousands of validations that Silver Lake is a spot to open up, and of course, thousands of potential customers.

Blending in a chance to win a three-month membership and offering a bonus entry for following Heyday on Instagram certainly don’t hurt either, both as an added incentive to sign up and a chance for Heyday to further engage the local community.

Example #15: Xpand No-Tie Laces

Xpand is a no-tie, elastic shoelace system that can be installed on any shoe or boot to create adjustable, higher performing, fuss-free footwear. Since raising $1.2 million in crowdfunding to support their launch, they’ve quickly expanded their business and product offerings to meet demand.

As a relatively new product, Xpand’s “Freebie” landing page is a particularly smart way to draw in new customers. It offers a totally free pack of laces—no purchase required apart from the $2.99 shipping—so interested visitors can try out the laces before they buy them.

This page is heavy on building trust—besides the act of backing up their product with a free sample, Xpand has included several nods to their credibility. They let visitors know that over one million packs have already been sold, as well as adding a logo bar of media features (no big deal, they just appeared on Ellen). They also added a handy series of gifs showing how easily the laces can be installed, how they contour to the movement of your foot, and exactly what they look like in visible and hidden mode.

Example #16: Marley Spoon

Image courtesy of Marley Spoon. (Click to see the whole thing.)

Marley Spoon is a meal prep service that makes cooking quality, homemade meals super easy and convenient. They deliver fresh, locally-sourced ingredients for meals you’ve selected right to your door, with step-by-step recipes to whip them up in no time.

Their “Perfect Dinner” landing page draws visitors in with drool-inducing photos of a few delicious dinners you can create, then clearly and visually lays out their value propositions and a list of overall benefits to the subscriber. All peppered with bright, clear calls to action to “Start Cooking” once all those food photos have gotten you nice and hungry. The top of the page contains a navigation to see all of the current recipes on offer, learn exactly how their service works, and a gentle CTA to sign up. At this time, the page is converting at a cool 25%.

Not quite ready to sign up? For those on the fence, Marley Spoon has added an Unbounce Popup to get their newsletter. As subscription-based services may have a higher barrier to entry than a one-off purchase, this is a brilliant way to capture leads so they can continue to nurture visitors toward converting, and bring bounced traffic back.

Example #17: Spa De Soleil

Spa De Soleil is a leading developer of private label, custom, and pre-formulated skin and hair care products. They offer everything from brand consultation, packaging, and graphic design to custom formulation and regulatory guidance for their clients.

This landing page, targeted at private labels, is a clever way of outreaching and educating prospective clients on their services. Its call to action is to download their private label handbook, allowing them to share their expertise and add to their credibility as leaders in the beauty industry. In lieu of a more direct call to action, they’ve decided to promote a content offering. Not only is this a softer approach for the visitor, it gives Spa de Soleil an opportunity to gain info on prospective clients with a detailed form that asks for company, type of business, products they’re interested in, location, and more.

The photo they’ve chosen for the hero section helps convey the research, development, and formulation services they provide—you can trust that they’re the ones behind every product created. They also instill trust with client testimonials and a list of certification logos, including USDA Organic, Natural Products Association, Cruelty Free, and more, backing up their commitment to natural and environmentally-conscious products. At the bottom of the page, they list only their customer service number, which adds to the feeling of helpfulness. It’s all about learning how Spa de Soleil can help the client instead of trying to sell to them right off the bat.

Example #18: ColdCalm

Boiron is a manufacturer of homeopathic medicines with a worldwide reach of 20 foreign subsidiaries and distribution in 50 countries. Their ColdCalm landing page, to promote one of their cold formulas, is a great example of customizing pages for targeted products.

It’s simple and to the point, with a clear headline and list of symptoms ColdCalm treats above two calls to action empathetic to someone who may be or know someone suffering from them—you can either locate a store to find instant relief or purchase online for future sniffles. An overview of benefits, safety, and product differentiators like quick-dissolving tablets and no known drug interactions address any immediate concerns.

Two customer reviews coupled with a list of reputable, well-known stores that sell ColdCalm create that sense of trust especially important in the healthcare industry. An extra touch, particularly for those interested in natural, homeopathic remedies, is a link to learn absolutely everything about the medication, from its ingredients and the symptoms they relieve, to storage and safety, directions, and more.

Example #19: Gradshop

Gradshop is a manufacturer and distributor of premium graduation apparel and accessories. They service over 1,000 schools across the world, from pre-schools to universities—so they have a LOT of orders, customers, and inventory to manage at any given time.

Their landing page to order a free graduation planning kit is a great way to streamline the purchasing and order customization process, and ensure customers are satisfied with their product choice before placing an order. This undoubtedly reduces the load on their support team to fix or return orders after the fact, and creates a better customer experience overall.

There’s no having to guess what’s included in the kit with a bullet list and photo examples detailing every item—a ton of free samples, color swatches, order forms, and a trusty ebook on graduation planning tips. Choosing a longer form with several information fields is a smart choice considering the value the free kit provides and the convenience of getting that information up front. It allows customers to give specific parameters for their order, and Gradshop to collect information to better understand the orderer and cater to their needs.

Example #20: AWAY: The Survival Series

Image courtesy of AWAY creators. (Click to see the whole thing.)

The AWAY Series is a yet-to-launch video game that puts you in the role of the crafty sugar glider as you fight for survival in the wild. It’s another awesome example of using landing pages before a product is out in order to measure interest and lengthen the promotional runway time.

The AWAY pre-order page piques interest with an immersive, story-like layout featuring gorgeous game imagery, video backgrounds, and a video embed of the full game trailer. Information about the game and its features unfold as you scroll down the page and get sucked into the world of AWAY and see it through the sugar glider’s eyes. The call to action is simple—sign up for a newsletter to be on the waiting list. Now, AWAY’s creators have a list of interested players to contact when the game is ready for launch, and a buildup of anticipation they can leverage for promotion.

Example #21: Mr. Draper

Image courtesy of Mr. Draper. (Click to see the whole thing.)

Mr. Draper is a curated clothing service for men, providing stylists who consult on your style preference, budget, and sizes before sending a custom clothing box to try on during a five-day window. Buy the items you love, and the ones you don’t will be picked up by the Mr. Draper team.

Their “Your Stylist” landing page, one of their best-performing pages at a 32% conversion rate, is extensive, thorough, and empathetic to the shopper’s needs. It gives the shopper every detail they’d want to know about the Mr. Draper process, brand, benefits, customer testimonials, pricing, frequently asked questions, and stylists, with brightly-colored buttons to start building a style profile calling attention in each section.

While the entirety of the landing page includes oodles of information for any visitors who may need it, the section above the fold may well render that unnecessary. It’s effective enough on its own to engage those who are more inclined to dive right into the signup process, with a clear explanation of Mr. Draper’s brand and benefits, a call to get started, a photo background displaying some of the clothing available, and logos of media they’ve been featured in to show they’re the real deal.

Example #22: Porcelain

Image courtesy of Porcelain. (Click to see the whole thing.)

Porcelain is a successful Singapore-based skincare brand that offers customized skin analysis, tailored skincare regimens, in-spa services at four gorgeous locations, and a wide collection of skincare products purchasable from their site. Their “Skin Discovery” landing page invites visitors to submit their interest for a personalized Skin Analysis at one of their locations.

It actively leads the visitor down the page with anchored CTAs linking to relevant sections with more info, or to book an appointment. Photographs of people are used heavily, showing a model with clean, glowing skin as the first image, friendly skin therapists helping clients, and a client being cared for. This emphasizes the personalized attention and human approach they’re committed to, allowing the visitor to envision themselves luxuriating in the Porcelain process on the way to more beautiful skin.

As you’re led down the page, transparency and trust are established—the level of detail they take in assessing your skin, explanation of the holistic approach they take, information on their skin therapists’ training, and the three-step process that can be booked at the bottom of the page. Its guided experience, human focus, and thoughtful detail put into each step of information is reflective of their philosophy and tender approach to your skin.

Example #23: Talo Brush

Image courtesy of Talo Brush. (Click to see the whole thing.)

Talo Brush is a smart toothbrush that syncs to an app monitoring your brushing activity so you can keep better tabs on your oral health. It’s yet another example of using landing pages to build a waiting list pre-launch, something we’re seeing more and more use cases for.

Talo Brush makes smart use of their landing page, featuring a photo of a woman with a big, bright smile and choosing crisp, clean blues and whites for their color scheme. The headline—just four words—both describes the product and weaves in benefits, while the supporting copy clearly communicates a main selling feature with the user in mind. Talo Brush isn’t “the fastest electric toothbrush.” Rather, it “Cleans your teeth perfectly in just 20 seconds.”

As you scroll, a problem is introduced before offering Talo Brush as the solution. If 50% of the population is afflicted by dental health issues—and this number hasn’t changed in the last 25 years—it’s time for some much-needed innovation. As mentioned when it comes to healthcare, trust and credibility is incredibly important. The photos, titles, and credentials for the team behind Talo Brush—including several dental and healthcare professionals—gives prospective customers all the more reason to believe in the product claims.

Example #24: Vanity Planet

Image courtesy of Vanity Planet. (Click to see the whole thing.)

Vanity Planet is a one-stop online shop for all things skin, hair, health, and well-being. They use landing pages for individual product pages and promotions, like this one by digital agency MuteSix, for their Raedia Facial Cleansing Brush. It’s an excellent example of granular targeting on a product basis instead of relying on shoppers to browse the entire site.

Lots of white space and high-resolution photography show the quality of the models’ skin to give a visceral feeling of cleanliness and vitality. The “Shop Now” CTA at the top anchors directly to the section where you can buy the cleanser straight from the landing page, with a hefty discount made clear by including the original price.

For shoppers who prefer to browse the page, there’s a lot of information readily available for them: A large promotional video, product benefits and a dissection of features, and customer reviews. At the same time, an unimposing Unbounce Sticky Bar linking to the purchase section scrolls along with them. And why not grab a cleansing solution or brush replacement pack while you’re shopping? A gallery of related products is available to add to your cart in a single click.

Example #25: Awayco

Awayco is a marketplace to rent premium equipment for surfing, skiing, biking, snowboarding, and more, all around the world.

They use targeted landing pages to promote and book specific items, like this one for a custom surfboard they created in collaboration with OneWave and MF Softboards. This works twofold, as a way to promote their service and their partnership. They include a section on OneWave, a non-profit surf community dedicated to raising awareness of mental health through saltwater therapy and surfing. This way, visitors know that when they book this board, they’re supporting a great cause. And that when they use Awayco, they’re supporting a company that supports great causes.

They’ve also embedded a map to show rental locations, making the booking process easy as pie when you’re trying to find the closest shop. And the large shot of their board with the Awayco and OneWave branding, on a quiet beach with the calling waves, is a fine use of their hero section.

Example #26: Patrick Adair Designs

Ecommerce Landing Page: Patrick Adair Designs

Image courtesy of Patrick Adair Designs. (Click to see the whole thing.)

Patrick Adair Designs is a luxury jewelry company that started in 2015 when Patrick turned his first-ever purchase of a carbon fiber slab into his first-ever creation of a carbon fiber ring. Soon after, he launched a Kickstarter campaign that has since grown into Patrick Adair Designs, with a range of unique, beautiful rings crafted from uncommon high-quality materials like their trademarked Glowstone.

This landing page, another of MuteSix’s creations, is a genius way of providing an extra level of service to both existing and prospective customers. Offering a simple $10 ring sizer gives shoppers assurance they’ll get the perfect fit, emphasizes the attention to detail and customization provided with each ring order, and shows that customer experience is top-of-mind. A $10 credit included towards a future ring essentially cancels out the ring sizer purchase itself, and gives browsers a reason to come back—turning a small sale into a big one. And it’s currently converting at 34%.

Alongside information about the ring sizer, how to use it, and calls to action to “Buy Now” and “Get Your Fit” are a healthy dose of customer testimonials, influencer shout-outs, and details on the process and shipping for Patrick’s custom-made rings to give shoppers everything they need to know before being directed to the product gallery.

Example #27: Troubadour

Image courtesy of Troubadour. (Click to see the whole thing.)

Troubadour makes bags and accessories that skillfully balance performance with modern refinement. They’re engineered to go from boardroom to mountains, combining smart, sophisticated styling with the rugged endurance required for outdoor use.

Also designed by the folks at MuteSix, Troubadour’s landing page for the Explorer Quickdraw Rucksack takes advantage of every inch of real estate to showcase a new product. A strong headline over a large, professional product photo immediately draws visitors in, with a call to action button anchored to a selection of rucksacks so they can shop directly from the page.

There are several sections to address shopper questions, build trust, communicate Troubadour’s company philosophy, and explore every aspect of the Explorer Quickdraw Rucksack in a variety of mediums. From customer testimonials, product features and benefits, a video going over the rucksack in detail, an Instagram gallery, to their no-commitment return policy and five-year guarantee, there’s no guesswork or leaps of faith required by the customer to hit that “Shop Now” button.

What Do the Best Ecommerce Landing Pages Have in Common?

The best ecommerce landing pages target one specific audience, focus on a singular CTA, and include just enough persuasive elements to help a shopper convert. They also:

Show off the product in multiple different ways
Make special offers to close more customers
Focus on the details shoppers care about most
Build hype for future product launches
Optimize the shopping experience for mobile devices
Target specific audiences
Back up claims with real testimonials
Overcome purchase objections
Get more creative with special promotions

Oh, and I should also mention that all of the examples featured in this article were built using Unbounce. If you’re interested, you can check out some of our high-converting ecommerce landing page templates to get started on your own today.

Original Article

Content Marketing 101: How to Repurpose and Update Content

March 13, 2020

by Kathleen Stardust with No Comment Conversion Optimization digital marketing Email Marketing marketing Online Marketing Small Business

It’s easy to feel overwhelmed as a content
marketer.

After all, you’re competing with the internet,
where thousands of new blog posts are being published by the minute.

Literally.

About 4.4M blog posts are published per day, which
works out to about 3000 posts every 60 seconds.

And somewhere in that never ending flurry of
content, you have to make sure your post gets noticed.

No small feat, I know.

But, I’m about to make your life a lot easier!

Some content marketers like the quantity approach. They like to publish hundreds of new blog posts every month, chasing all sorts of keywords in the neverending pursuit of new traffic.

I don’t agree with that. It’s a waste of time.
It’s also a lot of hard work.

Amazing
content is what grows your audience.

That’s why effective content marketing is all about working smart and getting the most for your efforts.

One
really good blog post can be the backbone of an entire content marketing
strategy.

How, you ask? Two ways: You repurpose and
update your existing content.

Repurposing content is a time-saving way to
build tons of “new” content and grow your audience significantly.

Equally as important (and low effort) is
updating older content. Updating blog posts on a regular basis, along with all
your spin-off content, is a great way to build on what you already have (rather
than starting from scratch everyday).

There are many SEO benefits that come with
doing both, too.

Sounds good, right?

Can effective content marketing really be that simple?

Yes, yes, and yes.

Content marketing is not about quantity, joint pain, and sleep loss.

It’s about ranking first on Google because you
created something so good that readers (old and new) love it for eternity.

Repurposing great content amplifies the reach
of your content, and helps to drive traffic from numerous sources and across
platforms. Meanwhile, updating older content tells Google that one blog post is
always going to stay relevant. That keeps it ranking number one and driving new
waves of traffic every week.

What exactly are the benefits of repurposing and updating my content?

There are plenty of reasons why you should
repurpose and update existing content. I won’t get into all of them but here
the ones that motivate me to do it:

Save time and money
Establish your evergreen content
Significantly boost your SEO rankings
Build topic authority
Reach new audiences
Reinforce your messages
Keeps your content on brand

Save time and money

You’ve already done the research and got all the points down in writing. Now you’re just recycling. You’re not starting from scratch, you’re not doing research, you’re not creating multiple drafts. Less time spent on a new blog post means more time making money elsewhere.

Establish evergreen content

A really good blog post will tackle a timeless topic, like design trends or how to give a keynote presentation. While new trends, new research, new tools, and new hacks may come around, you’ve already got the base content. You just need to update it so it stays current.

Boost your SEO rankings

Over time, with so much content on the same
topic getting a ton of engagement and pointing back to your original blog post,
Google will realize you’re an authority on the topic. So it’ll lift all your
content up, knowing how relevant it is.

Develop topic authority

As you keep talking about the same thing,
you’ll keep learning new things, and eventually become a bit of an expert. This
helps to establish you as a thought leader in that space and your company as an
authority. Google recognizes your site, while readers recognize your brand.

And no, you don’t need to be an ‘expert’ on
something before you start writing about something.

Reach new audiences

By repackaging your content into new forms of content, it can be shared on different platforms and on different channels. Not everyone discovers content in the same way, and this lets you access a wider range of audiences that may not have come across your blog post, email campaign, video/webinar, or presentation, etc.

Reinforce your message

A blog post might be great, but an infographic or video might really help the ideas sink in. Pushing the same message in different forms helps get your message across and educate your audience effectively.

Develop your brand

Over time, across different channels, your
audience sees that you’ve created awesome content around a single topic. This
enriches your brand, bringing together your current brand identity and topic
expertise. It lets you demonstrate a consistent personality and voice, and
authority as a source for information.

How to repurpose your blog post into new, awesome content

Alright, let’s get into the nitty-gritty of this post – how to repurpose your blog post into new kinds of content!

With a clear-minded approach, and minimal
effort, here are the best ways to repurpose your blog post into 7 different,
engaging pieces of content:

How to repurpose blog posts into infographics
How to repurpose blog posts as guest posts
How to repurpose blog posts in presentations/webinars
How to repurpose blog posts into online courses
How to repurpose blog posts into videos
How to repurpose blog posts into social media posts
How to repurpose blog posts into ebooks and whitepapers

To break down your blog post into different forms of content, you’ll need to follow specific sets of steps. Let’s explore what the each process looks like!

How to repurpose blog posts into
infographics

Infographics are highly visual pieces of
content, especially long-form infographics. They are low on text, and high on
images, icons and color. That’s why you can’t just copy and paste your blog
post into an infographic design.

They are also one of the most-shared types content online today.

You’ll need two things to repurpose your blog
post into an infographic:

An infographic outline based on your blog post.
A professional infographic template to design your infographic.

The infographic outline lets you repackage your blog post in a way that makes sense visually, is engaging and is easy to read. It should have notes and content to reference to guide the design.

An infographic template makes the design
process 100 times easier by providing design inspiration and structure for
anyone to work with.

Here are a few basic steps to follow to create
an effective infographic outline:

Keep your blog post’s title and
subheaders (these are the infographic’s individual sections)
Identify key takeaways for each
section (these are your individual points)
Be concise, avoid lengthy
paragraphs (stick to 2-3 sentences in each section)
Use as many stats and points of
data as possible
Include links to other design
examples or inspiration to help inform the design process

Here’s an infographic outline example that you
can follow to create your own:

How to repurpose blog posts into
guest posts

Think about guest posting on topics related to
your blog post, when you’ve got your blog post outline ready.

I know, it seems like you’re jumping ahead.
But this helps you plan out how you can write some relevant guest posts that
can point back to your original post.

It’s worth the effort since these guest posts
will:

Build your topic authority
Secure backlinks to your post and help it rank
Increase the amount of traffic your post gets

The easiest way to plan out the guest posts
you’ll write is to focus on individual sections in your original blog post.
Choose specific sections that you can expand on.

For example, if I chose to do that with this post, I’d likely write one post for each way to repurpose a blog post. In my guest posts, I’d provide more detailed steps, examples, and point to any relevant content that helps validate what I’m sharing.

Then comes
the slightly harder part: pitching your guest posts.

Hey, don’t sweat it! Pitching guest posts is a
bit of a grind if you’re new to it. But with the right process and some
patience, it’s a breeze.

First, you need to get yourself a list of
publications that would actually be interested in your guest post, and get
familiar with them. Every site has different guidelines, different ways to
contact the editor, and different publishing schedules. That means you need to
visit these sites, understand what they’re asking for, and pitch them
accordingly.

There’s no shortcut for that.

Don’t resort to spamming editors’ inboxes, either. You’ll only annoy the people you want to have as friends one day. Here’s insightful advice from 80+ editors on how to pitch effectively that you should check out before pitching.

How to repurpose blog posts into
presentations/webinars

At some point you might give a talk on your
blog post at a conference or in a webinar. Even if you’re a spectacular public
speaker, you need an engaging presentation slide deck at your disposal.

When considering your presentation design, let’s talk about what to avoid first.

According to David Paradi’s annual presentation survey, here’s what
annoyed audiences the most about the presentations they sat through.

Speakers reading from slides
Slides with numerous, lengthy sentences
Really small text that’s hard to read

What these comments all have in common is that they center on text. If your speaking points are literally what’s on the slides, if there are way too many sentences on each slide, or the text is minuscule, you’re going to bomb.

The best way to approach presentation design
is to have each slide focus on a single point, idea or emotion. Then follow up
those slides with great visuals, examples, screenshots, memes and more.

This is easiest if your blog post already has tons of visuals which you can just repurpose.

How to repurpose blog posts into
online courses

People want to learn. They want to get better
at what they do.

If you have detailed ‘How-to’ type posts that help solve real problems for professionals, then set up an online course or learning hub. It doesn’t have to be an official set of courses with lectures and assignments, either (although that works, too).

For example, Brian Dean’s Backlinko
blog (pictured above) has tons of helpful blog posts on anything SEO. His SEO
Hub just brings all of his content together in a way that makes it easier to
navigate. It’s organized by intent, helping people find everything they need on
specific aspects of SEO and content marketing.

That said, your newly curated content should
also provide more context, offer a number of helpful instructions, relevant
examples and case studies. You want to build on the foundation of content you
already created.

If you’re using your learning hub or course as
a way to capture new leads, reward the people who sign up. Be ready to give
your course-takers something no one else has access to. It could be a process
checklist, a cheat sheet, a template or something else simple but valuable.

How to repurpose blog posts into
videos

The content team at Venngage takes their best
blog content and turns them into videos. Our post about different types of
infographics exists as a simple video on YouTube. This helps us reach new
audiences by building our presence on a new platform.

Creating instructional or explanatory videos
is a great way to access and engage new audiences. It’s also a great way to
show up in search results!

FYI: You can actually optimize YouTube videos
for SEO. Just check out this video optimization guide here.

Also, here are some tips to help you repurpose
a blog post into a video:

Use your post’s table of contents or headers as the guide for the video’s structure
Use on-screen graphics and examples to clearly communicate your messages
Make sure that everything you say is important! Include breaks and changes in pace to keep your audience tuned in
Make jokes, change the inflection of your voice, and talk with your hands for a more engaging video

How to repurpose blog posts into
social posts

Creating social posts out of your blog post content is probably the easiest win from this entire list. You can create custom posts that share insightful tips, revelations or statistics to share and reference your original post.

You can also just share different visuals from
the post itself. The best part about it is that you can schedule your posts in
advance using any social scheduling tool.

I’d suggest first creating the infographic
from your blog post, and then sharing sections of your infographic as
individual social posts. It can be the title card, quotes, captions,
statistics, charts, and anything else that’s attention grabbing.

Remember, the more visually appealing the design of your social media content, the
better chance people will pause to look at it as they scroll through their
feed.

It’s a great way to encourage visits to your
blog post, and also build more interest as your consistently share valuable
insights from your post.

Pro Tip: As you create marketing collateral across channels, be sure to keep color choices simple. You want to maintain consistency. More importantly, you want to complement your brand colors every step of the way. Check out this post on color theory to help you establish style and color palettes that work for you.

How to repurpose blog posts into whitepapers & ebooks

Whitepapers and ebooks are great content marketing assets because they’re excellent lead magnets. You can use them to segment highly engaged audiences, collect emails (aka build your email list), build lead-nurturing campaigns and more.

Since you’ve got the basic content already down, you can spend more time setting up your distribution and nurturing campaigns around your whitepaper or ebook.

Just like in a course, you need to offer more
than the original piece of content to really provide value. It boils down to
three things:

Highly engaging visuals
Real-life examples, case studies
Instructions and actionable tips

Build on your existing blog content by
incorporating those three components and you’ll have an excellent lead-magnet
to share with your audience.

When you’re designing your whitepaper or ebook, think of the pages like presentation slides. While they can have more text, they should be very clear, easy to read and easy to understand. The visuals you’ve paired the sections of text with should enhance the impact of your message.

How to update existing blog content

Just like repurposing content, updating
content should be a fundamental part of your content marketing strategy.
Updating content properly leads to an increase in organic traffic, more
backlinks, and improved rankings. It also lifts up under-performing content,
ensuring your blog is performing at its best.

Updating blog content is another low effort, easy win.

My favourite kind.

If you choose to update your blog post with new information, new sections, new links – then Google will reconsider the value of your post. It also gives you a reason to re-promote the post to your audience, since the post offers even more value than it did before.

What blog content should I
update?

Deciding which blog posts get updated really
depends. Ask yourself, how many blog posts are there? Have all the blog posts
been SEO-optimized yet? Have any blog posts dropped in rankings recently, lost
organic traffic or seen lower CTRs lately?

Personally, I found Jonas Sickler’s post on thin content very helpful. It’s a guide on how
to audit your site (very simply). It lets you identify all the pages you need
to either update or possibly remove, and then prioritize them.

It’s also a great content marketing practice
to revisit content that’s always performed poorly and investigate why. Is it
the formatting, the lack of focus on keywords, lack of visuals, the length or
something else? Compare them to high-performers and ask yourself what changes
you could make to improve their quality.

How do I update my blog content
effectively?

Updating content is a great opportunity to
make sure your content is up-to-date and relevant. It’s also an opportunity to
make sure the post adheres to SEO best practices.

You
want your blog content to always provide the best user experience and satisfy
Google’s ranking factors.

Here are a few things you can do to update
your content and get Google’s attention:

Link to new sources
Add new examples and references
Update broken links
Apply SEO best practices
Double-down on organic keyword rankings

Link to new sources

To begin with, any sources you referenced in your blog post might have already been published a year or two ago. So check if there are new posts on the same topic that you can link to instead.

Linking to new sources is helpful to your
audience since you’re providing the most up-to-date information. Google also
notices that newer, more relevant pages have been linked to and signify a
change in the post.

Add new examples and references

If you’ve included visual examples or
references to what other companies and influencers have done, consider updating
them.

Over time, the examples you shared may be
outdated or common knowledge for your readers. Updating any examples you’ve
used provides value to readers new and old. It’s also another signifier to
Google that your content has changed.

You can also include more tips and examples,
to further enrich the post.

Update broken links

Unfortunately, other sites often remove blog posts or restructure their site and breaking links in the process. If your page has a number of broken links on it, Google ranks it lower, since it looks like a poor user experience. You can use browser extensions like Check My Links to quickly scan your page and identify any broken links.

Apply SEO best practices

All your blog posts should be SEO-optimized. This requires following a specific blog format that reassures Google you’re providing a great user experience.

Here are some easy, impactful ways to optimize
your blog post for SEO:

Use the primary keyword
consistently throughout the post
Use headings and subheadings often
and consistently to break up your post
Use a variety of visuals
Apply descriptive alt-text to your
images

Double-down on organic keyword rankings

Even though your blog post focused on one
specific keyword, you might be ranking fairly high for other keywords
unintentionally.

Doubling-down on these keywords can increase
the organic traffic to your page.

You can check that with tools like Ahrefs.

You can register for a trial period to try it
out for free, although I’d recommend purchasing it. There are a ton of valuable
SEO insights Ahrefs provides that you can plan your content strategy around.

In Ahrefs, you can paste the blog post URL
into the search bar. This lets you view organic keyword rankings. You’ll see a
list of terms which you currently rank for and the position you’re holding on
them.

Order them by position and see what you’re
ranking for under 20. You should gauge the relevance of the individual terms.
If the search volume and position justifies the effort, incorporate that term
into the post. Dedicate a section to it in your blog post update.

Diversify and conquer

Blog posts are the cornerstone of any content
marketing strategy. They’re essential for SEO, give your brand a voice,
establish your brand’s authority, and connect your offerings with the right
audiences.

But blog posts alone should not be your entire
content marketing strategy. That’s an ‘eggs in one basket’ scenario.

Get yourself a few more baskets to improve your online visibility and acquisition. Blog content serves as a foundation to create great content across different channels and in different formats. So use the content you already have!

Repurpose your blog posts into cool, new
content that your audiences will love. Your competitors will, even if you
don’t.

Bookmark this guide if you find it helpful, and share your thoughts with me! I’d love to hear what’s been working for you, what you think I’ve missed, or some of the challenges you’ve faced with repurposing or updating content.

Original Article

photodune-4242600-marketing-xs-864x400_c

15 Email Marketing Metrics & KPIs For Measuring Campaign Success

March 3, 2020

by Kathleen Stardust with No Comment Conversion Optimization digital marketing Email Marketing Landing Page Optimization marketing Online Marketing Small Business

Editor’s note: This article was first published in December 2018. It has been updated in March 2020 for accuracy and completeness.

“If you can’t measure it, you can’t improve it.” – Peter Drucker.

It’s the same for your email marketing campaigns.

But what many marketers don’t realize is email marketing metrics go beyond open rates, click-through rates (CTRs), and unsubscribe rates.

In fact, these won’t help you answer the key question – is your email marketing campaign effective?

So in this guide, we’re going to look at everything you need to know about email analytics.

You’ll learn about the key email marketing KPIs – the ones you see in your email marketing platform and the ones you can only calculate yourself – once you know the costs and have defined what conversions look like to you.

We also have a more comprehensive “how to” guide for email marketing if you want to deepen your knowledge even more.

Want to keep track of the latest trends and know how you compare with your competitors? Check out Email Marketing Benchmarks, our yearly email statistics report with expert analysis.

Email marketing metrics to monitor

Below is a list of the most important email marketing metrics you should track and pay attention to when doing your email campaign analysis.

Note: Different email marketing service providers may have their own ways of calculating these metrics. The following formulas are something I’d like to refer as a “standard” way of measuring your email campaigns’ performance. To be sure that you’re comparing apples with apples, I’d suggest that you compare the metrics using one single tool or email analytics dashboard.

Key email marketing metrics:

1. Email open rate

What is it?

Email open rate is simply how many times subscribers opened your emails.

It’s shown as a percentage and is calculated by dividing emails opened by emails successfully sent (excluding those that bounced).

How to calculate your open rate:

Email open rate = (# of email opens / # of emails delivered) * 100%

How are email open rates tracked?

To track email opens, email marketing software embeds a small transparent image or 1×1 pixel into your emails.

The host server then records the ‘open event’ when the browser or client request to download the image.

That means an open only counts if your recipient opens the email and enables images – or clicks a link.

So it can be tricky to get a truly accurate rate, since some people only open the text version, and some email clients block images by default.

Why does it matter?

Some say email open rate matters more than any other metric. It tells you how many people looked at your message – and are interested in your offer.

But some email analytics professionals say the open rate is a vanity metric. It’s nice to look at, but it doesn’t show the campaign’s impact on your bottom line.

Despite the pros and cons, it’s still important to know and pay attention to your open rate.

It highlights your reach, and is an easy way to compare campaigns – such as those sent to different customer segments.

What’s a good email open rate?

Many things can affect your open rate. And a ‘good’ rate varies between countries, industries, companies, and even individual campaigns.

But there are two benchmarks you can look at:

1. average rates in your industry
2. average results in your country

See how different industries compared in Q2 2018:

Get more out of your email campaigns

Want to get a higher ROI from your email marketing campaigns? Then you need to understand the key metrics and what you can do to influence them. In this guide, we provide you with 20 ideas that’ll help you optimize your email campaigns for higher opens, clicks, and list engagement.

Download guide

2. Click-through rate

What is it?

Email click-through rate (CTR) tells you how many times the links in your emails were clicked.

Expressed as a percentage, it’s calculated by dividing recorded clicks by the number of emails successfully delivered.

How to calculate your click-through rate:

Email click-through rate = (# of email clicks / # of emails delivered ) * 100%

How is email click-through rate tracked?

Most email marketing providers track the CTR with a tracking domain.

It’s automatically added to any email with a link. When the subscriber clicks the link, they’ll go to the tracking domain first – and then be redirected to the destination URL.

Why does it matter?

The email click-through rate is probably the most important metric to keep an eye on.

Sure, it doesn’t reflect your campaign’s monetary value. But it’s a good indication of engagement – and tells you a lot about your campaign quality.

Bear in mind some campaigns (like transactional emails or privacy policy updates) aren’t designed to get a lot of clicks, since there’s no call to action.

Keep this in mind when measuring your campaigns, so you don’t compare apples and oranges.

What’s a good email click-through rate?

As with open rates, many things influence the clicks your campaign generates.

Sometimes you’ll see CTRs of 10-20% – especially for automatically sent campaigns that call for instant action. Such as a welcome email, with a download button to get a lead magnet you signed up for (like an eBook).

But typically, click-through rates range from 2-6% across all campaign types.

Of course, some industries will see lower rates – even when businesses get a great return on investment from their campaigns. These include travel and real estate, as people don’t book holidays or buy houses every other week.

Here are the top five industries for CTR from our global email statistics report.

top-5-industries-ctr-email-marketing-results

3. Bounce rate

What is it?

Martin Schwill, Deliverability Manager @GetResponse, says:

Bounce is what happens when emails don’t reach the recipient, or are returned to sender.

Why do emails bounce? It could be the recipient’s restrictive filters or full inbox – or an incorrect email address.

How to calculate your bounce rate:

Bounce rate = (# of bounces / # of attempted sends) * 100%

There are two types of bounces:

A hard bounce happens when your email is permanently rejected (because the recipient’s address is invalid or doesn’t exist) and the receiving server is unlikely to ever deliver it.

A soft bounce happens when the email reaches the recipient but bounces back (perhaps because their mailbox is full), but there’s still a chance future emails will be successfully delivered.

Why does it matter?

Your bounce rate can give you deeper insight into deliverability issues due to technical glitches, a poor sender reputation, or problems with your list or content.

What’s a good bounce rate?

Your bounce rate should be as low as possible. But since some influences are out of your hands (like when a recipient’s inbox is full), it’s virtually impossible to reach 0%.

Sometimes your bounce rate will go up. Like when you change email service provider without updating your SPF and DKIM DNS records – and suddenly send large volumes through new IPs.

Or if it’s been a while since you contacted your customers, and you go on a sending spree (say, over a million messages in a day).

Your bounce rate can also rise if an ISP is down or has a technical glitch.

The key takeaway here is ISPs have different anti-spam filters to prevent users from receiving unsolicited content.

Your sender reputation – and how subscribers interact with your emails – will also affect deliverability.

Think about how you collect signups, manage list hygiene (how you deal with users who bounce, unsubscribe, complain, or don’t engage), and design and send your campaigns. Because all these elements can affect your bounce rate.

4. Unsubscribe rate

What is it?

The unsubscribe rate tells you how many people clicked the unsubscribe link (usually found in the footer) and opted out of future sends.

Usually, your email marketing platform will automatically attach the link to your emails. But you can also add it manually with a system link or ‘merge tag’.

In GetResponse, you can place an extra unsubscribe link anywhere by pasting the merge tag [[remove]]

When the message is sent, the system automatically changes the code into a unique unsubscribe link, so we can track and remove the person who opts out.

How to calculate your unsubscribe rate:

Email unsubscribe rate = (# of unsubscribes / # of emails delivered) * 100%

Why does the unsubscribe matter matter?

The unsubscribe rate can give you a better understanding of your email campaign performance – and if your contacts like what they get.

GetResponse and some other email marketing providers offer you an ‘exit survey’. This is shown to people after they opt out, to help you see ways to improve your sends and keep customers longer.

The survey options are:

Doesn’t apply to me
I didn’t give my permission
Too many emails sent from this list
Too many emails in general
Content is irrelevant
Other

Post unsubscribe survey shown to those who opt out from receiving emails

You can use the data to decide whether to change how often you send, what you send, or to improve the signup process.

At the same time, it helps your email provider assess your campaigns and check they follow email marketing best practices – like when collecting consent.

What’s a good unsubscribe rate?

Your unsubscribe rate will fluctuate, as it depends on things like how often you send campaigns.

However, anything above 0.5% should alarm you. If you spot unusual unsubscribe levels, take a look at your latest lead generation strategies and most recent campaign.

There are many reasons why it could happen. Someone might be intentionally adding emails to your list – which would likely also spark higher complaint rates.

Or maybe you launched a more ‘aggressive’ campaign. If so, dig deeper into your email analytics tool and weigh up whether the conversions and ROI outweigh the cost to attract new contacts.

5. Spam/Abuse Complaint rate

What is it?

Also known as an ‘abuse complaint’ or ‘spam complaint’, this is when someone reports an email as spam – either by clicking the ‘mark as spam’ feature in their inbox, or contacting you directly.

GetResponse tracks all reported spam complaints, to help maintain our strong sender reputation and optimize your deliverability.

Each complaint is processed via Feedback Loop, which lets you know your email was marked as spam.

How to calculate your spam/abuse complaint rate:

Complaint rate = (# of spam complaints / number of attempted sends) * 100%

Why does it matter?

Your complaint rate gives greater insight into your list quality, opt-in system, and whether subscribers like your content.

Of course, you want to keep this as low as possible. But the data can be useful.

And each day, be sure to check that subscribers who complain are immediately unsubscribed from your list – so you comply with best practices and laws.

What’s a good rate?

The best rate is the lowest one possible. But bear in mind it can depend on the market or niche you’re in.

In some countries, customers tend to ignore or simply unsubscribe from email they no longer want.

Some markets have more skeptical subscribers, who are quick to mark emails as spam.

Either way, you can keep your rate low by inviting contacts to unsubscribe – or remove them yourself if they’re no longer engaging.

There’s nothing worse than following best practices and then having your messages marked as spam – or being forwarded to anti-spam services.

6. Click-to-open rate (CTOR)

What is it?

The click-to-open rate is key to evaluating your list quality and email relevancy.

How to calculate your click-to-open rate:

Click-to-open rate = (# of email clicks/ # of email opens) * 100%

Why does click-to-open rate matter?

You can use the CTOR to greatly enhance your email campaigns’ performance.

If you have good open rates but low click-throughs, your CTOR will also be low.

This might mean your subject line was more interesting than the content – or it was misleading.

Or it could hint your email design needs tweaking – say with a bolder call-to-action button or better images.

Going a step further, you could compare the results across customer segments to see if they behave differently.

The same goes for comparing the CTOR for new and existing customers.

If your message is something subscribers have seen before, your CTOR will likely be lower for that group.

What’s a good click-to-open rate?

It’s impossible to say. Ideally, it’ll be 100%. But that’s unlikely – unless you offer something in your first email, and recipients have to take action to get it.

Be aware some subscribers tend to open everything they get, because can’t stand unread emails in their inbox.

This is a problem because despite opening your emails, they might not read the message or be in the mood to buy.

Get more out of your email campaigns

Download guide

7. Conversion rate

What is it?

The conversion rate shows you how many people act on your message.

How to calculate your conversion rate:

Conversion rate = (# of actions / # of emails delivered) * 100%

Why does conversion rate matter?

Conversions are critical, but also problematic.

The challenge lies in how you define a conversion.

It can be anything you want. How many times someone places an order on your site, registers for a webinar, or goes to a landing page and fills in a form.

So it’s different for everyone. And yet, it’s important for all.

What’s a good email conversion rate?

Again, this depends on what a conversion is for you – as well as the type of campaign you run, and your business or industry.

If possible, assign a monetary value to your conversions. Then you can decide whether to repeat the campaign, or go a similar route in the future.

8. Email signup rate

What is it?

This tells you how many website visitors join your email list.

How to calculate your email signup rate:

Signup rate = (# of email signups / # of total visitors) * 100%

Why does it matter?

The signup rate shows how well you attract visitors to a landing page (such as via a PPC campaign) – and whether the page and signup form do the job.

Both can affect your signup rate. So once you know yours, you can look at what to improve.

For example, is your PPC campaign attracting low quality leads that don’t convert? Perhaps you selected an audience with a low cost per click, sending mobile visitors to your site…which you forgot isn’t mobile-friendly.

Or maybe you reeled in the right people, but your landing page form asks for too much information.

As you can see, it’s worth measuring your signup rate. Just be aware of all the things that can influence it.

9. Churn rate

What is it?

Your churn rate is the percentage of subscribers who leave your list in a given period.

It’s calculated by dividing the amount of people who leave your list (because they unsubscribe, mark you as spam, or bounce) by your list size.

How to calculate your churn rate:

Churn rate = (# of subscribers who left your list in a given time period / # of subscribers you currently have) * 100%

A word about bounces: Not all email marketing providers remove these contacts. Some only remove hard bounces, while others also delete those that bounce regularly.

To get an accurate churn rate, remember to count contacts removed from your list.

Why does it matter?

Very few marketers doing email campaign analysis track their churn rate. But you should know it – even if you only measure it once a year, or every quarter.

Churn rate tells you how fast subscribers leave your list. It also predicts how quickly you’ll “burn through” your database, if you keep things the way they are.

Armed with this insight, you can decide if you want to adjust your strategy. Say, by sending emails less often – or tweaking how you attract subscribers in the first place.

Be aware there are two types of churn rates: transparent and opaque. See Pam Neely’s article for a great explanation of both.

We’ve already covered transparent churn. These are the people who voluntarily leave your list – via an unsubscribe link, marking it as spam, or bouncing.

Opaque churn is a bit trickier, as it includes people who “emotionally unsubscribe”. They’re on your list, but don’t see your emails.

Why is opaque churn harder to handle?

Because disengaged people on your list can negatively impact your deliverability rate.

ISPs like Gmail look at your engagement when filtering email. If you continue sending it to people that don’t respond, the ISP might stop letting it through.

To avoid that, set up an automated re-activation campaign or get in the habit of reengaging or removing inactive contacts.

What’s a good churn rate?

You’d think the lower the churn rate, the better. But that’s not always true.

Some business choose to run more aggressive email campaigns. For instance, they send lots of follow-up emails in a short time. This prompts more contacts than usual to opt out.

They know this causes more churn. But they’re also looking at other metrics, like conversions and the campaign value. If these generate enough profit – and outweigh the cost of getting new signups – it’s a green light to continue.

So what’s a bad churn rate, then?

To figure that out, see how much it costs to attract new contacts. Will this go up over time as your target audience dries up? And what’s the total value of conversions from each campaign?

And if you want this metric to be more actionable, measure it regularly – say monthly. Then calculate how many months your list will last if you don’t attract new leads.

Just take care when measuring your churn rate. A monthly churn rate of 5% may seem small, but that’s 54% across the year! So you’d have to make up the loss, before your list grows.

10. List growth rate

What is it?

This metric tells you the rate at which your email list is growing.

How to calculate your list growth rate:

List growth rate = (# of new email subscribers – # of subscribers who left your list in a given time period)/ # of subscribers you currently have) * 100%

Why does it matter?

List growth and churn are two sides of the same coin. It’s vital to know whether your list is growing and at what rate.

If your rate is low, or worse, it’s negative you need to reevaluate your communication and lead generation strategies.

If your list growth rate is high, you need to be careful that your engagement metrics, like open and click-through rates, stay high, too.

What’s a good list growth rate?

There’s no single right answer to this question. Naturally, the higher the growth rate, the better.

Since the formula to calculate the metric takes into consideration the size of your existing list, your growth rate will most likely change over time.

If you’ve collected 100 new subscribers in a week and lost none, your growth rate will be:

1000%, if you only had ten contacts before
10%, if you already had 1000 subscribers before

There are also other factors that’ll affect your growth rate. For example, the types of lead generation campaigns you’re running.

That said, keep in mind that other factors may play role and make sure that your list growth remains positive, at all times.

11. Subscriber retention rate

What is?

Subscriber retention rate is the opposite of churn rate. It tells you the rate at which your contacts stay with you – or flee.

To calculate it, subtract unsubscribes and bounces from your total number of subscribers. Then divide that number by the total number of subscribers.

How to calculate your subscriber retention rate:

Subscriber retention rate = ((# of subscribers – bounces – unsubscribes)/ # of subscribers) * 100%

Let’s say that as of today, you lost 100 subscribers: 50 opted out, 45 bounced and were automatically removed, and 5 marked your email as spam.

One month from now, you decide to calculate your retention rate for a list with 1,000 contacts.

Let’s do the math:

(1,000 – 50 – 45 – 5)/1,000*100% = 90%

Why does it matter?

Like the churn rate, it’s worth knowing how well you hold onto your contacts.

It’s up to you which one you measure – just so long as you do it regularly.

I prefer to focus on churn, since it’s more common when talking about subscription businesses (like SaaS platforms).

It also feels more urgent. Once you know how quickly people leave your list (or business), you know how long you can keep going if you can’t afford to find new leads.

What’s a good rate?

It depends. Here are some things that can influence it:

total value of conversions: are you generating enough profit to outweigh the costs to find new contacts?
size of your target audience: will you run out of leads?
how fast you can replace old contacts with new leads: will the costs increase and eventually outweigh your profits?
how all these things will affect your brand: besides short-term profits and customer acquisition costs, how will your brand be perceived after the campaigns?

12. Average revenue per email sent

What is it?

This is an easy one: how much revenue you make from each email.

How to calculate your average revenue per email sent:

Average revenue per email sent = total revenue generated by email / # of emails sent

Why does it matter?

Average revenue is a useful and actionable metric, one you should keep track of in your email analytics reports.

It can help you make faster, better decisions – especially if you want to use your campaigns to sell more products.

Just remember not all emails are designed to directly generate revenue. Look at your welcome emails or retention emails. Are they meant to drive sales?

See, the average revenue per email sent metric can work well. Just use it with caution.

If you plan to report email-generated revenue to your boss, make sure that you always use the same data sets.

I think it’s better to look at how many emails were sent, since that leaves little room for interpretation. That is: was this email meant to drive sales or not?

It’s also a good idea to segment the results by campaign. You might find your automated campaigns – like onboarding or reactivation messages – drive more sales than your weekly promotional emails.

What’s a good rate?

This depends on your business, and the price of your products or services.

So just start tracking it, then benchmark it against your own results over time. And set SMART goals, to see how you can improve on your results.

13. Email campaign profitability

What is it?

This also gives you greater insight into your campaign value.

As with any marketing campaign, take your sales revenue and subtract the costs to run the campaign and the costs of goods sold.

How to calculate your email campaign profitability:

Email campaign profitability = total revenue generated by email – campaign cost – cost of goods sold

Why does it matter?

This metric’s very useful, but also tricky to measure.

After all, do you know the cost to run your campaigns?

Do you just include the costs to create, test and send your newsletter? Or do you also include the price to buy your list in the first place? What about other expenses like wages for the people who manage your marketing or sales?

As you can see, there are many factors to consider.

So if you decide to measure your profitability, stick to one approach – and let your managers know why.

What’s a good rate?

Again, it’s best to benchmark it against your own results.

You can then see if you’re headed in the right direction.

Of course, many things can impact your profitability – like your competitors or the seasonality of your business.

Just keep that in mind when analyzing your results.

14. Delivery rate

What is it?

The delivery rate is how many emails are accepted by recipients’ servers.

It depends on:

the receiving domain: is it valid?
the recipient’s address: does it exist?
your IP: is it blocked or blacklisted?
whether you’re authenticated
is your sending infrastructure set up properly and transparently?
Here’s how to calculate it:

How to calculate your delivery rate:

Delivery rate = (# of all sent messages – bounced messages)/# all sent messages) * 100%

Senders can define the delivery rate differently. They could base it on the classification of bounces, or how many messages were actually sent.

Martin Schwill, Deliverability Manager @GetResponse

15. Deliverability rate

What is it?

Also known as inbox placement, the deliverability rate tells you how many messages reach the recipient’s inbox or a folder (except the SPAM folder).

There are three parts to it:

Authentication: are you a genuine sender?
Reputation: do recipients respond well to your emails?
Content: is it relevant and expected? Is it high quality – or typical of suspicious senders?

Each of these parts work together to paint a bigger picture about you – and the messages you send to recipients.

Martin Schwill, Deliverability Manager @GetResponse

Vanity and actionable metrics

Now that you the key email marketing KPIs and how to calculate them, I’d like to take a moment and emphasize that not all metrics were made equal and you don’t need to worry about all of them the same way.

The most important difference lies in the amount of impact they have on a company’s performance and the decisions you can make based on them.

In the web analytics world, we often distinguish between vanity and actionable metrics. And this refers to email analytics, too.

Vanity metrics are nice to look at, but you don’t have control over them. They also don’t really tell you how your business is doing.

Need an example?

Think of the number of people that follow your business on social media. If your fans are not buying from you, it doesn’t really matter if you have 10,000 or 100 followers on Facebook or Twitter.

Actionable metrics are the ones that bring you closer to understanding if your business is in a good shape.

Take sales revenue for example. If you know how much it cost you to run a campaign and how much revenue it generated, then you more or less know how you’re doing.

That doesn’t mean that metrics such as the number of followers, email open rates, or whatever else you consider as “vanity metrics” are not useful.

On the contrary.

What makes a metric actionable or vanity may depend on the situation.

If your job is to improve your email open rates because they’re a sign of your marketing campaign’s reach, then it won’t be a vanity metric for you.

Plus, maybe the metric on its own doesn’t mean much, but when you put it together with another one, it becomes much more important.

For example, if you have low open rates, it might mean that your audience isn’t engaging with your communication. But if you also see high bounce rates, you might have problems with your inbox placement.

At the same time, if you’re the marketing manager for a SaaS platform and you reported that your latest campaign generated 10,000 new users, 0.1% of which are active, then that number of new registered users could be considered as a vanity metric. It sure makes you feel good, but you can’t make a good business decision without having more information.

The lesson here is that you should always think twice when you’re reporting any of the metrics.

Consider whether they’re actually helping you understand your business better and whether there’s a way to control them.

Which email marketing KPIs do you keep your eye on?

These are some of the most common metrics we use – or see others rely on to boost their ROI. But you might find others that suit your business better.

Please let us know in the comments below, so we can keep this guide updated and relevant. Or simply leave some feedback. We’re all here to learn!

Original Article

A Detailed Guide to Email Campaigns Localization

February 20, 2020

by Kathleen Stardust with No Comment Conversion Optimization digital marketing Email Marketing Landing Page Optimization marketing Online Marketing Small Business

Most brands are going global. They’re targeting a global audience to sell their services and products. So are their email campaigns, with 280 million emails sent globally every single day.

For this, they have to connect with their international users locally. This involves understanding their culture, language, traditions, buying habits, and related nuances.

The reason being, only 25.2% of the overall Internet users are English speaking. 19.3% of users are Chinese, Spanish constitute 7.9%, and Arabic 5.2%, Statista reports. Imagine the potential audience you’re missing out on by not localizing your brand!

A survey by Common Sense Advisory found that 72.4% of respondents are more likely to buy a product with information in their native language.

Audiences seek out brands that localize their content. — Source

These statistics
indicate that companies who want to go global will have to focus on building
trust locally, in every new market they enter.

As users respond to companies who tailor their services according to their needs, localization is a means for building a strong connection with the market.

Table Of Contents

What is a localized email marketing campaign?

Email localization is the process of adapting your email marketing (emails about your service or product) to the needs of international users, including their language and culture.

Before you localize your emails, see if you’re following all the email marketing best practices!

Why localize?

Connecting with a multicultural
consumer base is of vital importance to some of the largest global
brands.

In the U.S. alone, multicultural consumers are the fastest-growing segment, with over 220 million in number and adding another 2.3 million every year, as per a Nielsen report. This includes Hispanics, African-Americans, and Asian Americans who make up 38% of the total population of the U.S.

Out of their total buying power of $14.8 trillion, Hispanics contribute $1.5 trillion, and $2.4 trillion is the combined buying power of African Americans, Native Americans, and Asian-Americans as per Newswise.

Your email communication has to
highlight authenticity, local imagery and a genuine sense of community for
consumers having a diverse cultural background.

When sending emails to an international audience, nuances such as everyday communication, device usage, trust, seasonal sales, diversity, and even color perception should be taken into account.

Let’s take the example of the
localization strategy employed by McDonald’s in India.

They don’t have beef or pork in their menu since these meats have a religious sentiment attached. The company serves burgers with ingredients sourced locally, and burgers which are spicier than usual, to appeal to the taste buds of Indian consumers. They’ve also localized the pricing model to ensure that it fits into the market segment of budget-friendly restaurants.

From our experience of localizing emails, we realized that the ways people do business, address each other, or write, vary dramatically based on region and country.

Cultural differences impacting the behavior of online buyers:

1. Everyday communication

Germans prefer a formal tone of communication, compared to Americans who settle for a more casual approach. Your communication in German should start addressing the reader as Frau/Herr, which is the English equivalent of Ms./Mr., while greetings can be more casual for American readers.

2. The ability to trust data security

The users’ feelings about sharing their sensitive and personal data while purchasing online vary country-wise.

As Symantec’s ‘State of Privacy Report’ says, overall, 57% of Europeans feel uneasy about the safety of their data. From them, Spaniards were most concerned about their data at 78%, while the UK respondents showed the least concern at 49%.

Do your customers feel safe to share their email addresses and other personal data with you? You may have to go the extra mile to reassure some customers to try your solution or hit the purchase button.

3. Seasonal events

Consider the seasons and holidays celebrated by the countries you’re targeting when sending occasion-based emails.

For example, Christmas and Hanukkah fall around the same time but Christmas is celebrated by Christians while Hanukkah is celebrated by Jews. American card-writing etiquette suggests that it’s wise to send out a ‘season’s greetings’ card rather than specifying a religious holiday that the recipient may or may not celebrate.

The days on which holidays are celebrated can vary for each country. Father’s Day is celebrated on the third Sunday of June in India and the USA, but on the first Sunday of September in Australia.

4. Perception of color

90% of snap decisions about purchasing a product are based on color alone, found researchers in a study titled ‘Impact of Color on Marketing’. Choosing the right color in your branding involves cultural and religious sensitivity. When done right, it has a positive impact on your conversions and sales.

Since people across the globe perceive colors differently, you would have to localize the brand colors based on the country being targeted. For example, red in the USA signifies love, in France it stands for masculinity, in Germany it represents negativity, while in China it’s considered auspicious.

Colours in culture infographic. — Source

5. Device usage

What devices are popular in the geographic locations you’re targeting? As per Macworld, in Europe, Android holds 71% of the market share, and iPhone 27.95%. In North America, both Android and iPhone hold an equal market share.

If you’re targeting South Africa, you should focus on mobile marketing because most South Africans prefer to access their emails on their mobile devices. Research on email clients or web-based applications that are used by your subscribers.

According to Litmus Email Analytics, 27% of subscribers use Gmail, another 10% use Outlook and 9% use Apple Mail. 30% of subscribers use Gmail on a computer, while 26% of subscribers use an iPhone to access their emails. It’s important for flawless rendering of your emails across all devices and operating systems.

6. Cultural differences

Cultural differences can make or break your marketing campaigns.

VisualDNA surveyed 20,000 consumers split equally in the U.S. and UK to find that British spenders are 3 times more careful in spending their money and less likely to purchase on credit as compared to Americans, as published on MarketingWeek.

Customers who speak the same language may also come from different cultures. The English dialects spoken in the U.S., UK, and Canada differ. For example, in Canada, what the Americans call “College” is called “University”.

What to localize in an email?

Being multilingual isn’t enough for a business looking for a global reach. For example, in India, 9 out of 10 internet users will use local languages between 2016 to 2021, as stated by a joint report by KPMG and Google. Why miss out on a large market of local internet users? Support in native languages is a defining factor in the adoption of a global product.

For an international email marketing campaign, focus on optimizing the following elements locally:

1. Subject line

The Common Sense Advisory survey found a direct relation between in-language content and the buyer’s likelihood to make a purchase. More than half of the respondents from the 2,430 surveyed said they’re willing to pay more if you’re willing to give them information in their native language.

Localize your subject line when pitching to the consumer in their language. While the ideal subject line length is 50 characters or less in English, the same could take up more than 70 characters in French and German. Make sure your subject line is short and doesn’t get eaten up in the display.

This concept can be applied to preheaders too, where you should stick to 22 characters. Consult a localization specialist or an expert translator to get it right. They’ll be able to suggest the right subject line according to your target audience while keeping it concise.

2. CTAs

Keeping in mind the design of the email, you should tweak your email copy as well as the CTA for your subscribers around the globe. Even if you’re using a simple call-to-action of three words, it can mess with the fixed-width elements or become multiple lines when being translated. Make sure that the CTA contains words that are widely accepted by the target audience and fits in the email aesthetically.

3. LTR and RTL script design

Languages in the Middle-East, such as Arabic, Hebrew and Urdu are written from right to left, as opposed to English and European languages written from left to right.

When targeting subscribers from the Middle-East (where the Internet penetration is 67.2% among the local population), you could either mirror the design, as done by Facebook, or re-design the main tabs.

Facebook left to right design. — Facebook’s left to right design

Facebook’s right to left design. — Facebook’s right to left design

It’s advised to not mirror the control buttons. Let’s see an example of a design template:

From the usability perspective, when the orange button is placed to the left, it’s difficult for people to click on it with their right thumb while holding the device in their hand.

Instead, you could consider such
important elements to be large and placed at the center of the screen.

4. Local email regulations

Be aware of the regional laws for electronic messaging, but also be mindful of the email marketing services anti-spam and permission policies.

The basic rules include asking for permission to email the subscriber, giving them the option of unsubscribing, and adding your contact details in the email.

Additionally, some regulations require adding a prefix to the subject line and honoring the unsubscribing request within a few days.

Some of the laws are:

CAN-SPAM Act for sending emails in the USA, from the US servers
CCPA – California Consumer Privacy Act
CASL for directions on asking opt-in consent from email subscribers
All companies that process the personal information of the EU citizens must be GDPR compliant
Regulations for internet email services for China
The Spam Act for Australia

5. Images

If you add an image of your team relaxing with a beer in an email, it may be considered normal in some parts of the world, but it may come across as offensive in countries where alcohol is banned for religious purposes.

While designing localized emails, opt for neutral images and avoid photos that can generate a negative response in some countries.

6. Prioritize the time zones

More often than not, people check their emails in the morning and on weekdays. According to GetResponse’s Email Marketing Benchmarks, there’s hardly any difference between the open rate from Monday to Friday, but weekends are certainly not a good option to send out emails.

https://www.getresponse.com/blog/ccpa-california-consumer-privacy-act.

Sending emails at 10-11 am usually works well for getting higher open rates. The trial and error method is the safest bet when determining the best time and day to send emails. Your emails should land in the subscriber’s inbox in the morning according to their time zone.

Instead of presuming that culturally similar regions respond to your emails in the same way, run multiple tests and schedule your emails at different times. Keep track of your open and click-through rates, and then optimize your send time.

7. Humanize your brand

The goal of localization is to build trust with customers in the language they understand, with the cultural context familiar to them. Does your voice appeal to the users in a human way? Does the tone, wit, and humor stay intact when translated into multiple languages?

Slack’s localized communication is
an excellent example of keeping their core values of courtesy, empathy,
playfulness and craftsmanship intact in multiple languages.

Because English is incorporated in
everyday German vocabulary, Slack’s German version also includes English phrases.

8. Email signature

Depending on the country you’re sending the email to, the words used to sign off the email are as important as the content.

For example, an email signature with “Regards” is considered normal in the USA, while the British prefer “Kind Regards” or “Warm Regards”.

Ending the email with a verbal equivalent of a hug is normal in Brazil, but may seem awkward for cultures that follow more formal etiquette.

In Nigeria, the closing of the email is more important than the opening, with sign-offs including actual prayers. Before choosing an email sign-off, research the audience’s culture and don’t leave subscribers baffled by your choice of words.

Human versus machine translators

Translation is one of the most crucial aspects of email localization. Carry out market research properly so that you have a clear idea about your target audience and their language preferences. For instance, you must create emails in English and French if you’re sending emails to subscribers in Canada.

You can translate your emails by using either an online translation tool or by hiring a professional translator.

Let’s see the pros and cons of each.

Online translation tools can be fast, and convenient. Also, they’re often free. But, there are bound to be mistakes in grammar, structure, and context. There’s no quality control as you can’t report these errors. If you’re using a less popular language pair like Thai to Basque, there’s a higher likelihood that it would not be as accurate as English to German translation.

Professional translators, on the other hand, take a longer turnaround time, and using their services can be expensive if you write a lot of copy. But, they understand the grammar, culture, rules of the language and the habits of the people who speak that language. Native translators can transcreate the email by making sure that the purpose, idioms, context, and tone are preserved in the translation, but with a creative twist.

With native translators, you can be assured that the societal norms, consumer behavior, and cultural aspects are taken care of, preventing misunderstandings. It’s not something you can achieve with a machine translator.

Alternately, you could hire a localization agency that works with native translators, to handle the localization of your email campaigns. The agency then manages it end to end, from finding the right translators to proof-reading, and delivering the final email copy.

Localize to mesmerize

Localized customer experience can increase sales, customer retention, and loyalty.

Pay attention to the regional, cultural, and commercial preferences while targeting an international customer base. The ultimate aim of localizing an email marketing campaign is to gain people’s trust so that they engage with your brand, make a purchase, and become loyal fans of your business.

What are your experiences with localizing campaigns? Let us know in the comments!

Original Article

5 Thank You Pages That Take Post-Conversion to the Next Level

February 19, 2020

by Kathleen Stardust with No Comment Conversion Optimization Email Marketing Landing Page Optimization Lead Generation Marketing AI

If you’re like me, you say “please” and “thank you” automatically.

You’ve been saying these magic words since you were a kid. Because you were strongly motivated. Forget your manners, and you’d be humiliated in front of your family or strangers. Refuse altogether, and you’d be denied the obscure object of desire.

“What do we say?” “Pweese.” Boom—the chunky monkey is yours!

For today’s marketers, the problem with habitual politeness is that the delivery of a thank you message should never be a reflex. If a “thank you” rings hollow, the response from your customers will be equally rote.

“Thank You.” “You’re Welcome.” End of conversation.

See the problem here?

A thank you page is not the end of the transaction. It’s the next step in keeping people engaged with your brand or product, generating continued goodwill, further qualifying your leads—or even increasing order values or making more sales.

When it comes to your digital campaigns, how you say thank you should be an essential cornerstone of your post-conversion strategy. So let’s talk about a few ways you can approach creating better thank you pages. Along the way, we’ll explore some very effective thank you page examples created by Unbounce customers.

5 Tips from 5 Thank You Pages

1. Invite ‘Em for a Specific, Strategic Call	4. Win Them Over First, Then Make A Second Ask
2. Reveal the Next Steps	5. Keep ‘Em Engaged With Your Site
3. Reinforce Your Brand Personality

Thank You Tip #1: Invite ‘Em for a Specific, Strategic Call

The example below from Australia’s Axis Social applies every best practice out there (and then some) to maximize its post-conversion potential:

Image courtesy of Axis Social. Click it to see the whole thing.

This isn’t a landing page, though it might look a lot like one at first glance. It’s a thank you page (as opposed to a confirmation box or popup). And that’s why it’s so powerful. It does a lot of what a traditional lead-gen page might do, but it does it after the initial conversion goal has been met.

At this point in the interaction, the team at Axis has already captured the visitor’s email address in exchange for a downloadable Buyer’s Guide. Instead of letting the interaction end there, Axis goes the extra mile to communicate their value as an agency. According to Managing Director Matthew Asimus, this page helped them bridge the gap between a marketing qualified (MQL) and sales qualified (SQL) lead:

We hypothesized that a number of users who engaged with, and converted on, our first MQL landing page would develop an additional level of trust and thus a propensity to ascend from an MQL into an SQL. In essence, we were hoping to move users through a ‘yes cascade’ or ‘yes ladder’ to improve conversion rates.
Our initial results from this MQL ascension approach are incredibly exciting. Despite the campaigns using cold paid traffic from social and requesting 7 form fields, our landing page conversion rates are nearly 30%. What’s more, our lead qualification rates align with our other sales qualified lead generation approaches.

Note just how much persuasive material they’ve included here:

Social proof in the form of both brand logos (visible above the fold, naturally) and extensive testimonials from individual clients.
A walkthrough of the social strategy call that highlights compelling benefits (“explosive lead growth for your business” sounds good to me) and gives the call a definitive structure and purpose.
The enticing promise of another resource, a custom Facebook Ads Blueprint, that’ll prove equally valuable to Axis Social’s targeted customers.

The beauty of this approach is that it also scales to suit visitors without adding more pressure to the experience. If a visitor hits this page but doesn’t want to connect with Axis Social at the moment, there’s nothing here preventing them from clicking away.

But when visitors arrive with questions—or, say, balanced on the fine line between consideration and conversion—this thank you page gives them the extra nudge they need.

Thank You Tip 2: Reveal Next Steps

Speaking of next steps, if you’ve ever taken an action online—like submitting a form or making a purchase—without receiving any response, you know the existential dread that follows:

Did it… work? What happens next? Should I do it again?

What… am… I… supposed… to… do… now!?

Maybe I’m exaggerating a touch, but it’s always important to let the visitor know about the next steps—especially if clicking your call-to-action isn’t the end of things. Doing so will reduce friction, frustration, and uncertainty. Even if the next step will be yours to take, let people know what you’re doing and when they can expect to hear from you.

For example, notice how Zendrive does it here with a couple of lines:

Thank You page from Zendrive — Image courtesy of Zendrive.

It’s all clearly communicated. In the headline, they let their B2B prospects know that they’ve successfully completed the “first step.” Then the page sets expectations about what comes next (and when): “You will receive a message shortly with your invite to an executive briefing.”

Finally, it’s also worth taking note of how Zendrive suggests further reading from the site by linking to a piece of content from their blog. Providing a link to a single, valuable piece of content (as opposed to their blog as a whole) helps build trust before the briefing ever begins.

Bonus Tip: Offer Downloadable Downloadables on Your Thank You Pages

OK, full disclosure: I’m slipping this lil’ bonus tip in here just because it’s a pet peeve of mine.

Have you ever signed up for an ebook, report, or white paper that never seems to find its way to the inbox? It sucks. When this happens, you leave visitors feeling frustrated or even a little ripped off, since they’ve just exchanged your email address for nothing at all.

(I can’t click “unsubscribe” fast enough when this happens.)

What makes it so painful, though, is that there’s a dead-simple way of getting around this issue on your thank you pages:

Unless you’ve got a very special reason you need to deliver a file only via email, provide a download link on the thank you page itself. That way, visitors who’re anxious to start reading (like me) are satisfied. You can still start a drip campaign, of course. But you also eliminate the possibility that your downloadable never makes it to them.

Thank You Tip 3: Reinforce Brand Personality

This post features a few thank you pages that will feel a little “aspirational” for small marketing teams (or teams of one) who are short on time and resources. So it’s worth looking at how much gets done in this straightforward example from the fine people at Launchpeer:

It’s personable, playful, and a little quirky. Most importantly, though, it’s thoughtful. As in, it demonstrates thought.

Even if you’ve seen this meme a million times before, this page lets you know that Launchpeer is a brand who, y’know, gets it. (And gets you.) Plus, when you click away, you leave with a pleasant association with the brand.

Tom Hanks is a good choice here too: he’s so darned affable and unlikely to be outed as a serial killer any time soon. I’m speculating, but this quick “t.hanks” from Launchpeer probably didn’t take a heck of a lot of time to create.

You can create your own fun images and animations, but the takeaway here should be that even a small effort leaves a much stronger impression than a generic thank you message. It shows how a humorous gif, playful animation, or unexpected message can generate tons of delight and goodwill.

(Of course, they also promote their podcast in this thank you page. And, again, offer that next step now that their visitor is on a roll engaging with their brand. So a little goes a long way…)

Thank You Tip 4: Win Them Over First, Then Make A Second Ask

Usually, when a visitor takes a small action, they become more likely to take another, bigger one. That’s why the most effective thank you pages often follow-up with a bigger ask, and why multi-staged forms are usually recommended by CRO specialists and agencies.

Sometimes it helps if the initial action is immediately appealing to your prospects. Take, for example, this contest created for Veeam by Gameplan Marketing:

Image courtesy of Veeam and Gameplan Marketing. Click it to see the whole thing.

Leads are captured by offering prizes to IT professionals (like a fitness tracker, a hotel gift card, or Apple AirPods) in exchange for taking a short survey about their current data centers and cloud storage solutions. Like the example from Zendrive above, the thank you page then reminds visitors what they can expect next.

But afterward, this thank you page also makes a second ask. Visitors who’re are (gently) encouraged to sign up to access a free, gated content hub. Since they’ve already provided their info to enter the contest, they’re now more predisposed to do so. Gameplan also includes a sweet explainer video (it appears on the contest page and the thank you page) that briefly outlines the benefits of their cloud-based data-management product.

Thank You Tip 5: Keep ‘Em Engaged With Your Site

One thing that most of these examples have in common is that they lead visitors back to the website or prompt another piece of content. You can take this even further, though.

For the launch of Unbounce’s Ultimate Ecommerce Landing Page Lookbook, for instance, the team created a landing page where visitors can grab it.

Here’s what the landing page for this guide looks like:

Click the image to visit the complete page. (Opens in a new tab.)

Eye-catching, right? And if it helps convince visitors that this lookbook is worth the download, then call it a success. It’s an awesome resource for any marketer looking for inspiration, so it’s not a tough sell.

However, we’ve also got plenty more content and resources to offer our ecomm visitors, including material further down the funnel. And we’d love to keep visitors coming back for it.

That’s why the thank you page is so crucial here. We want to keep the conversation going, so we use a thank you page to ask visitors another quick question on the way out. Depending on what visitors choose, they’ll be directed to additional resources.

I’ve included a screenshot of this choose-your-own-adventure flow below:

Click it to see the whole thing.

The answer that readers provide to this general question (i.e., “What’s the biggest challenge you face as a marketer?”) does three things:

The answer allows us to offer up additional, curated content and resources at the moment of conversion. This is the material we think visitors will find particularly useful. We include content from across the funnel, including editorial, educational, and promotional sources.
It lets us get to know our audience and their concerns a little better. The optional follow-up question on the thank you page helps us further qualify interest from visitors via progressive profiling and learn more about customers and non-customers alike.
It provides insight into our audience’s information needs. From a content planning and strategy perspective, this is invaluable as we fill content gaps, decide on what pieces need to be updated, and prioritize the creation of new resources.

So a single thank you page can become a source of marketing insight, an engagement driver, and a lead qualifier. All this happens by asking a single additional question at the right moment.

Curious about the Unbounce ecommerce lookbook? Take a look at the whole flow here. (Yes, we’ll need your email. Tell ‘em Colin sent ya.) While you’re at it, download it for your landing page swipe file.

Thanks for Reading (About Thank You Pages)

I find a real-world analogy enlightening here: imagine if brick-and-mortar retailers were to escort you to the exit and lock the door each time you make a purchase.

That’d be crazy, right?

So why do it on your landing pages?

Unfortunately, smart uses of thank you pages like these ones from our customers are the exception, not the rule. Frankly, a lot of examples out there look more like this bland form confirmation box, typo and all:

Typos are extremely common on thank you pages — Pages like this one just don’t put as much care into saying thank you as they do their “pleases.” (That’s not great, Bob.)

A thank you page shouldn’t be a hard stop, and if that’s the habit you’ve gotten into, consider breaking it.

Thank you pages are super versatile. You can use them with subscriptions, downloads, webinar registrations, shopping carts, quote requests, demo signups, and contact forms. They can be used for upselling (or cross-selling), for offering discounts, for encouraging referrals, for soliciting feedback and testimonials, or for generating social shares. Holy moly.

Whether you’re selling something or generating leads, saying “thank you” in an unexpected and meaningful way is an opportunity to make a lasting impression. And, when incorporated into a thoughtful post-conversion strategy, it can boost your revenue too.

To close, here are three big points worth remembering if you’re trying to make a case for spending more time on your thank you pages:

A healthy open rate for emails in your nurture campaign is between 15-25%. How many of those new leads will see your thank you page? Close to 100%, I’d wager. Start nurturing right away!
According to research done by Bain & Company, “loyal online customers, just like offline ones, spend more, refer more people, and are more willing to expand their purchasing into new categories.” Well-considered thank you pages represent an incredible opportunity to create loyalty and build brand affinity.
If you get enough traffic and have a clear secondary conversion goal, remember that thank you pages can be A/B tested and optimized just like your landing pages. Post-conversion remains an important touchpoint for your conversion rate optimization planning.

So if you’re already designing landing pages, make saying “thank you” as much a part of the process as your headline, form, and call to action.

And, hey, thanks for reading.

Original Article

Why You Need Pre-Cart Landing Pages for Ecommerce (with Examples)

February 14, 2020

by Kathleen Stardust with No Comment Conversion Optimization Landing Page Optimization

Here are a couple of interesting—terrifying?—statistics for ecommerce marketers:

The average click-through rate (CTR) for an ecommerce search ad on Google is just 2.69%. Facebook isn’t any better, with a 0.09% CTR across all industries.

But wait—it gets worse. Only 2.81% of people who click your Google ad will take an action (like buying something) when they land on your website.

That’s… not awesome. Just a handful of people who see your paid ad will click it, and only a tiny fraction of them will actually convert to a sale. There are some things you can do to optimize your ad clicks—write attention-grabbing copy, pack your slug with keywords—but you’re always gonna be at the mercy of Google and Facebook. (Algorithms!) As it becomes harder and harder to stand out against your online competition, it’ll be the ecommerce companies that make the most of each and every paid click that are most successful.

The good news is there’s one thing you have total control over: the destination URL of your ads. We want to talk about how you can get more sales outta those clicks you do get by sending your paid traffic to pre-cart landing pages.

What Are Pre-Cart Landing Pages (and Why Do I Need Them?)

Let’s pretend you own a brick-and-mortar sporting goods store and you’re running a promotion on commuter bikes. You put up a sign in your window advertising your two-wheeler discount, maybe send out some flyers, then wait for the roadies to show up.

And they do. But when a customer enters your store, here’s what happens:

The first thing they see is a bunch of stuff they don’t care about: helmets, bells, baskets. Oof.
They spend a few minutes wandering around, searching for the bikes, before they finally find them at the back of your store. Not good.
It’s kind of an expensive purchase (even with the discount), and they’ve got some questions—but there’s nobody around to ask. Uh oh.

And so, frustrated, they leave.

We’ve all had this experience in the offline world, but it’s also a huge problem in ecommerce. People are interested in buying a product, click an ad that seems to fit, then wind up somewhere that doesn’t deliver what they’re looking for—so they bounce.

Pre-cart landing pages are designed to help move prospects from your advertisement through to your checkout. They expand on the unique value proposition of your product. And unlike your homepage or your product pages, they’re customized to deliver on the promise of your ad and maintain the momentum of that initial click. That makes them an important first touchpoint that can totally shape your prospects’ purchasing experience.

Here’s how our earlier brick-and-mortar scenario plays out online:

Example of a poorly-matched Google search ad and homepage.

In the example above, you’ve got a Google ad that promises a 15% discount on commuter bikes. But when a prospect clicks through, they end up on your homepage. Sure, there are some indications that you sell bikes, but where are the commuter bikes specifically? How does someone claim the discount that you promised?

Compare that with this example below, where you decide to use a pre-cart landing page. (Clever marketer, you.) The prospect sees exactly what they expect when they click your ad: a commuter bike. There are more details about what makes this particular bike great, and the sticky bar highlights how prospects can claim your offer. This page delivers on your original promise and it’s far more likely to close the sale.

Example of a much-better-matched Google search ad with pre-cart landing page.

Pre-cart landing pages can be especially helpful for complicated products, or products with multiple use cases. Maybe instead of a bike meant for commuters, you’ve got the most impossibly awesome bike that’s great at everything: road biking, mountain biking, sky biking. You can create specific ads and pre-cart landing pages for each product use case—that way, prospects will see what makes your bike a good choice for whatever they’re doing. (Or learn exactly how a three-speed can let them soar like Icarus.)

Getting super granular with your ads and landing pages like this can also save you money. A component of Google’s Quality Score is landing page experience and relevance—so, the more you can match ads with very specific pre-cart landing pages, the higher your Quality Score and the lower your cost-per-click. (Facebook factors in relevance for its ads, too.)

All of this is to say: if your ecommerce brand is running paid search and social ads, you really, really oughta be using pre-cart landing pages. But maybe the best way to understand pre-cart pages is to see them in action. And so, without further ado:

4 Ecommerce Pre-Cart Landing Pages Built with Unbounce

#1. Perfect Keto

Image courtesy of Perfect Keto. (Click image to see the full page.)

The Context:

Perfect Keto sells snacks and supplements geared towards the keto crowd—that is, people on a ketogenic diet who don’t eat certain types of food, particularly carbs. This pre-cart landing page for Perfect Keto’s protein bars was built by CRO and PPC management agency Webistry, who here uses a combination of Google and Facebook ads to drive traffic. Search ads target terms like “low carb protein bars” and “things that taste like foods I miss”:

One of Perfect Keto's Google search ads. — Here’s an example Google search ad from Perfect Keto.

Meanwhile, Perfect Keto’s social ads (which include a ton of video content) talk about the benefits of their product in an engaging, lighthearted way. Here’s a screenshot from a recent Facebook ad for a new bar flavor, chocolate chip cookie dough:

A Perfect Keto Facebook ad featuring their new chocolate chop cookie flavor. — Perfect Keto’s social ads typically use video to demonstrate some of their brand personality.

The Page:

From the matching imagery and copy to the defined call to action, check out how Perfect Keto’s pre-cart landing page provides a consistent and accelerated path to purchase:

Screenshot of the above-the-fold content on Perfect Keto's pre-cart landing page. — Here’s what potential Perfect Keto customers see when they first land on the pre-cart page.

When someone clicks one of these ads, they wind up on the Perfect Keto protein bar pre-cart landing page. The header copy tells you why this product is worth your attention—it’s “your new keto secret weapon”—and the hero image shows you exactly what you’re getting, mirroring the chocolate chip flavor featured in many of the social ads. Clicking the “Buy Now” call to action bumps you down the page, where you can add the product directly to your cart.

Perfect Keto's on-page checkout functionality in action. — Ready to buy? This pre-cart landing page lets visitors add items directly to their shopping cart, shortening the buying process.

Jonathan Naccache, President of Webistry, explains how this helps drive more ecommerce conversions:

On-page checkout streamlines the customer’s journey. We let them choose their flavor and quantity, then they can check out right from the page. That way, we can avoid overloading them with too much information and keep them focused on the purchase.

Since ketoers—ketoites?—tend to be a savvy bunch, this page gets into the nitty-gritty, listing the ingredients and nutritional value of each bar. Perfect Keto describes how the product can improve your lifestyle, helping you stick to your diet while still satisfying your sweet tooth. It’s these kinds of details that really help prospects understand the value and make them much more likely to buy.

Now that we’ve talked about the pre-cart landing page, take a look at Perfect Keto’s homepage:

Screenshot of Perfect Keto's homepage. — Perfect Keto’s homepage has a ton of distractions that could prevent visitors who clicked an ad for protein bars from converting.

It looks awesome, sure, and the imagery currently matches the chocolate chip flavor our visitors were after—but you can see why this wouldn’t be a great spot to send someone who clicked one of those earlier ads. The other products, the educational content, and the limited-time promotions are only distractions for a visitor who’s already demonstrated buyer intent for protein bars. In contrast, the pre-cart landing page speaks directly to that product, provides all the information a visitor could need, and simplifies the buying process.

#2. Mizzen+Main

Image courtesy of Mizzen+Main. (Click image to see the full page.)

The Context:

Here’s an example from Mizzen+Main, a performance menswear retailer that does a ton of its business online. The brand has a monster social following across Facebook and Instagram, where it runs targeted ads like the one below:

A Mizzen+Main Facebook ad for $50 off dress shirts. — Mizzen+Main promote exclusive deals to their huge social following with ads like this one.

When a prospect clicks through this Facebook ad for dress shirts, they find themselves on a pre-cart landing page (built by Agency Within) specifically for that collection.

The Page:

The above-the-fold content of Mizzen+Main's pre-cart landing page. — Mizzen+Main shows off their style with this slick design above the fold.

This Mizzen+Main pre-cart landing page uses a hero shot of a sharp-dressed guy with a crisp shirt on his way to do something important. (Lower, we see the same guy from the Facebook ad—nice message match.) The headline tells us we’re in the right place while cleverly speaking to the main product use case: “The business of dressing up.”

And, if we’re ready to buy right now, we can click the “Shop Now” call to action and immediately see Mizzen+Main’s full selection of dress shirts.

Screenshot of Mizzen+Main's shirt catalog on their main website. — This more traditional store page is great for visitors who are ready to buy, but it’s not so great at persuading those who aren’t.

But most people still need some convincing before they make a purchase, and that’s when the rest of this pre-cart landing page goes to work.

Mizzen+Main knows that their clothing is all about the visual, so they don’t commit much space to copy. Instead, they highlight just their top three value points—wrinkle resistance, moisture-wicking, stretch fabric—then they get right to what visitors want to see: the shirts in action.

Instead of flat, folded dress shirts, Mizzen+Main uses this space to show off their product in the context of use. Each image is hyperlinked, so visitors who are interested in a particular shirt can click right through to the product page. Add a logo bar featuring authoritative brands like AdWeek and Esquire, and Mizzen+Main closes out with XL social proof that’s sure to help their sales.

Langston McCullough, Digital Marketing Manager at Agency Within, elaborates on the importance of pre-cart landing pages:

By building a cohesive experience between our ads and this landing page, we were able to effectively reinforce our messaging while differentiating Mizzen+Main from competitors.

Something that might make this pre-cart landing page even more effective? Using a popup or sticky bar to reiterate the offer made in the ad and incentivize the purchase each step of the way. Another idea could be to create a variant of the landing page so the headline can match the Facebook ad copy exactly—for example, the “wrinkle resistant” message could replace “the business of dressing up.”

#3. Samuraw

Image courtesy of Samuraw. (Click image to see the full page.)

The Context:

Samuraw is a nutritional supplement with two main audiences: one option for adults, one for kids and teens. The brand runs some ads on Google, but unless someone is already searching for something like this product, they’re not likely to see it. Social media, on the other hand, lets Samuraw reach out to their core demographics with messages that resonate.

Check out this ad they’re running on Facebook:

One of Samuraw's Facebook ads appealing to young mothers. — This Samuraw ad is a great example of how ecomms can reach out to their ideal customers with super-targeted messaging.

Samuraw explicitly appeals to one of its key audiences—the “supermoms”—and describes the key benefits of Samuraw for children, differentiating itself from competitors that might “cause more harm than good.” Throw in a picture of cute kids enjoying the product and you’ve got yourself an attention-grabbing ad for a nutritional supplement.

The Page:

So, where do people end up when they click one of these ads?

Above-the-fold screenshot of Samuraw's pre-cart landing page. — Samuraw uses this space above the fold on their pre-cart page to tell visitors exactly what the product is.

Samuraw’s pre-cart landing page (another built by Webistry) looks a lot like what you’d expect to see. The headline uses language from the ads word-for-word—like “the highest quality multivitamin mineral and probiotic formula ever created”—and the hero image shows the product from the ads alongside a bunch fruit, signaling its nutritional content.

There’s a call to action above the fold prompting visitors to add Samuraw to their cart (and it’ll follow us as a sticky bar as we scroll the page), plus free shipping on orders over $50 as an extra incentive to make the purchase. Like with the Perfect Keto example, this pre-cart landing page accelerates Samuraw’s customer journey from ad to purchase by letting people add products right to their cart.

Moving lower, a series of sections tell us everything we need to know about the product: the main differences from other supplements, the ingredients and nutritional value, the customers and health experts who swear by it. It’s a long page, no doubt. But nutrition is a complex industry, and transparency is essential in establishing trust with potential customers.

This isn’t your conventional landing page. It’s much longer than what we’re used to building, but we wanted to focus on educating the visitor and validating our core differentiators. Our hunch was that our target market is well-read and educated, and they’re wary of false promises. They value being informed.

This was actually our variant page, which we tested against a much shorter counterpart. This version won by a landslide.

Samuraw’s homepage, which is comparatively light on copy, doesn’t as convincingly convey the product value to people who are on the fence.

Screenshot from Samuraw's homepage. — Someone who doesn’t know much about supplements probably isn’t going to be persuaded by Samuraw’s homepage.

With added complex nutritional information and added navigation, pointing Samuraw’s Facebook ads here would just as likely distract a prospect as result in a sale.

#4. Cramp Defense

Image courtesy of Cramp Defense. (Click image to see the full page.)

The Context:

Cramp Defense is a magnesium-based supplement that helps people—you guessed it—defend against cramps. As you might imagine, it’s an ecomm product that absolutely benefits from further explanation. Here’s one of the ads you might see if you search “stop leg cramps” on Google:

A Google search ad from Cramp Defense that points visitors to the pre-cart landing page. — An example of the Google search ads Cramp Defense is using to drive traffic to the pre-cart page.

As with any health-related product, one of Cramp Defense’s main challenges is convincing people that it works. That means the company spends a lot of online real estate providing evidence from medical studies and answering frequently asked questions. The result is a website that’s really informative, but not exactly optimized for sales.

A screenshot from Cramp Defense's product overview page on their website. — This is just a small part of Cramp Defense’s product overview page. (You get it.)

The Page:

Unlike other ecommerce examples, Cramp Defense’s pre-cart landing page isn’t about providing additional product information. It’s about distilling the information that already exists (like from that product overview page) into something more manageable. It’s also about establishing trust with the company’s potential customers.

Above-the-fold content for Cramp Defense's pre-cart landing page. — Cramp Defense establishes credibility above the fold of their pre-cart page, assuring visitors they’ve found a legitimate leg cramp solution.

This page does a lot of work above the fold. The headline introduces the product through a question people probably haven’t asked themselves: “Do your cramps need magnesium?” (Spoiler, yes.) Bullet points quickly highlight some of the key benefits, like “fast results.” There are also a bunch of indicators of legitimacy: “Made in the USA,” “Over 500k Sold,” and the Amazon review score. That’s all followed by a logo bar that features brands like WebMD, BBC, and the Chicago Tribune.

The rest of the pre-cart page explains the science behind the product, but it makes clever use of footnotes (plus an expanding “Read the Full FAQ” button) to lighten the copy and keep people focused on converting. There’s also a sticky bar, which ensures that purchase incentives like free shipping and a money-back guarantee stay top-of-mind.

When someone clicks the “Buy Now” call to action, they’re taken to a page that presents another incentive: discounted prices for buying in bulk. Having already demonstrated their intent to buy, the visitor is a lot more likely to take Cramp Defense up on the offer.

Screenshot of Cramp Defense's post-click upsell page. — After someone has clicked the call to action, Cramp Defense makes one final upsell attempt with this clever page.

Top-Selling Ecommerce Brands Use Pre-Cart Landing Pages

Let’s close out with a few more ecomm marketing statistics, shall we?

The average cost per click (CPC) for Google search ads is currently around $2. (Same with Facebook ads.) And that number has been rising for years.

Competition for people’s attention online is already fierce, and it’s only getting worse. Successful ecommerce brands are the ones that make the most of every paid click they get. Often, that means using pre-cart landing pages to reflect visitor intent, expand on product value, and streamline the path to purchase.

If your ecommerce brand isn’t already pairing search and social ads with pre-cart landing pages, it’s a great time to start. And with Unbounce’s 100+ high-converting templates, it’s a lot easier than you think.

Original Article