online-marketing-strategies4

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

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 page?

The most basic function of a thank you page is to confirm the action the visitor just completed (i.e. “Thanks for signing up to our newsletter!” or “Your order is confirmed”).

But, in reality, it should do much more than that.

Have you ever filled out a form or completed a purchase then were directed to a page that was unclear, unorganized, or unprofessional?

Maybe a simple white page that just says, “Thank You” or “Order Confirmed”.

We all have.

What kind of feeling did that page inspire?

Did it draw a reaction? Did it leave you feeling reassured you made a good decision? Did it make any 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:

  1. Thank you (to confirm)
  2. Exact instructions on how to proceed
  3. 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.

thank you page epic guide

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.

thank you page epic guide comments

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.

thank you page survey example

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.

thank you page low price offer

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

thank you page 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

thank you page example 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

thank you page example 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 Infamous 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

thank you page example 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

thank you page example 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

thank you page example 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

thank you page example 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

thank you page example 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

thank you page example 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

thank you page example 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

thank you page example 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

3H21KUXVT4.jpg

How Important is the Option to Work Remotely to Employees?

Will the option to work remotely make or break a job acceptance? We conducted a nationwide survey to determine how greatly job seekers value remote work

How Important is the Option to Work Remotely to Employees?

Technology has advanced to a point where employees can grab a laptop and their cell phone and set up shop wherever it is most convenient. This has led to a major shift in how companies do business. Rather than asking their employees to commute to work every day or even at all, many companies have opted to give their employees completely free reign for whether or not they work from a desk. In fact, most companies will at the very least offer the option to work from home when their employees are feeling under the weather or have a personal situation going on that requires them to leave the office.

This option is seen as a vital way to accumulate talent as it becomes more expected as a perk. Companies see huge benefits to giving their employees more freedom, and it also cuts office costs and boosts general engagement for employees. It seems like a win-win for both employees and companies. But as it becomes a more mainstream option, there has been more discussion about how important this is to continuous talent acquisition. This survey asked over 2,500 people nationwide how important they feel that the option to work remotely is to their decision to accept a job. The results might surprise you.

Map illustrating how important remote work is by state.
How Importantly Employees Rank Working Remotely On a Scale of 1-10 by State

On average, the ranking for how important it was to an employee that their employer offers a remote work option was lower than we would have estimated. Most states averaged right around the middle of the road for how highly they rank working from home as a perk. Vermont had the highest average at just under 7 out of 10, followed by Alaska and New Hampshire. It’s possible that the snow-filled winters (and by extension snowy road conditions) had something to with the higher rankings in the Northeast!

Meanwhile, on the opposite end of the spectrum, New Jersey, Louisiana, and Tennessee had the lowest ranking for how important they feel the option to work remotely is to their work experience.

Graphic showing how important remote work is ranked by gender
How Importantly Employees Rank Working Remotely by Gender

Over 50% of women reported that they feel like working remotely is at the very least a great perk or at the very most, vital to their acceptance of a job. Meanwhile, over 50% of men report that they don’t worry about whether or not they can work remotely at all, and 15% of men view the option to work remotely as a detraction from the job.

Chart displaying how important remote work is considered by generation.
How Importantly Employees Rank Working Remotely by Generation

The younger generation might have the reputation of being the most entitled, but actually, Gen X was the most likely generation to say they won’t take a job unless the option of working remotely is available. Millennials ranked it highly in importance and most said they at least think it’s a great perk, but shockingly, Millennials were also the most likely generation to say that they view the option to work remotely as a detraction. This might stem from studies that have shown how effective collaboration in the workplace can be to help teams achieve their goals. Unsurprisingly, Baby Boomers were the most likely generation to say that they don’t worry about working remotely at all.

Offering your employees a remote work option is a great way to provide them with a flexible work environment that allows them to work in the way that best suits them. This will allow for more creative results on their projects and an overall more pleasant work environment. As technology continues to evolve, more methods of giving your employees a flexible work schedule will become available, and it’s important that you keep on top of technology in that area as well as everywhere else. Wondering how the latest marketing software can boost your company’s efforts? Contact us here for more information!

Original Article

Content Marketing 101: How to Repurpose and Update Content

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.

Source

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:

  1. Save time and money
  2. Establish your evergreen content
  3. Significantly boost your SEO rankings
  4. Build topic authority
  5. Reach new audiences
  6. Reinforce your messages
  7. 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:

  1. How to repurpose blog posts into infographics
  2. How to repurpose blog posts as guest posts
  3. How to repurpose blog posts in presentations/webinars
  4. How to repurpose blog posts into online courses
  5. How to repurpose blog posts into videos
  6. How to repurpose blog posts into social media posts
  7. 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:

  1. An infographic outline based on your blog post.
  2. 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.

Source

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.

  1. Speakers reading from slides
  2. Slides with numerous, lengthy sentences
  3. 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.

Source

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:

  1. Link to new sources
  2. Add new examples and references
  3. Update broken links
  4. Apply SEO best practices
  5. 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

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

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 page?

The most basic function of a thank you page is to confirm the action the visitor just completed (i.e. “Thanks for signing up to our newsletter!” or “Your order is confirmed”).

But, in reality, it should do much more than that.

Have you ever filled out a form or completed a purchase then were directed to a page that was unclear, unorganized, or unprofessional?

Maybe a simple white page that just says, “Thank You” or “Order Confirmed”.

We all have.

What kind of feeling did that page inspire?

Did it draw a reaction? Did it leave you feeling reassured you made a good decision? Did it make any 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:

  1. Thank you (to confirm)
  2. Exact instructions on how to proceed
  3. 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.

thank you page epic guide

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.

thank you page epic guide comments

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.

thank you page survey example

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.

thank you page low price offer

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

thank you page 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

thank you page example 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

thank you page example 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 Infamous 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

thank you page example 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

thank you page example 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

thank you page example 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

thank you page example 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

thank you page example 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

thank you page example 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

thank you page example 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

thank you page example 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

photodune-4242600-marketing-xs-864x400_c

15 Email Marketing Metrics & KPIs For Measuring Campaign Success

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
  2. Click-through rate
  3. Bounce rate
  4. Unsubscribe rate
  5. Complaint rate
  6. Click-to-open rate (CTOR)
  7. Conversion rate
  8. Signup rate
  9. Churn rate
  10. List growth rate
  11. Subscriber retention rate
  12. Average revenue per email sent
  13. Email campaign profitability
  14. Delivery rate
  15. Deliverability rate

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:

email-marketing-statistics-by-industry

Back to top ↑

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

Back to top ↑

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.

Back to top ↑

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’.

unsubscribe-link-getresponse

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.

Back to top ↑

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.

Back to top ↑

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.

Back to top ↑

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

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.

Back to top↑

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.

Back to top ↑

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.

Back to top ↑

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.

Back to top ↑

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?

Back to top ↑

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.

Back to top ↑

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.

Back to top ↑

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

Back to top ↑

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

Back to top ↑

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

read-across-america3

A Detailed Guide to Email Campaigns Localization

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:

right to left design.

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.

right to left cta design.
Source

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:

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.

Slack German email.
Source

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

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:

An Axis Social thank you page

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:

Download now button

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:

Image courtesy of 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:

A thank you page by Veeam and Netapp

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:

A thank you page by Veeam and Netapp

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:

  1. 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.
  2. 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.
  3. 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

Marketers Need an Easier Way to Optimize Landing Pages [Introducing Smart Traffic™]

Want to capture more conversions with your landing pages? (Silly question, right?)

The received wisdom is that you should A/B test and optimize until you’re converting as many visitors as possible. For years, you’ve been told by industry leaders (and, yes, by Unbounce) that A/B testing is essential to your digital marketing practice.

And why not? There’s plenty of evidence that shows A/B testing works by letting you squeeze more conversions from your existing assets. Brilliant.

But if you’re on a small marketing team—heck, you just might be that proverbial “I” in a team of one—then running tests also demands time, high volumes of traffic, or CRO expertise that you might not have.

For some marketers, a typical landing page converting at 5% might see 50 visitors a day. To see a lift of 20% to your conversion rate in these circumstances, you’d have to run an A/B test for 304 days (to reach 95% significance, according to our A/B test duration calculator). Waiting for almost a year for a test is not viable, especially since these tests don’t always produce useable insights.

Plus, what happens while you wait for the results to roll in? Your time-sensitive campaigns (like that big Black Friday sale) begin to wither on the vine before you can optimize them. Your offers can expire. And you’re potentially delaying decisions you could make about updates to your positioning until you crown a winner.

It’s something of an open secret that, for marketers with limited resources, the experience of A/B testingcan be disappointment and frustration. Like cardio, it’s something you know you should be doing on the regular—people keep telling you that you should be doing it—but the reality is that you’ve got too much to do already.

Can anyone blame you for accepting a certain flabbiness to your landing pages? (Not when the current, most standard way to optimize can be so complex, no.)

Despite all the hard work it requires, the truth is that…

A/B testing isn’t your only option.

At Unbounce, we’ve been advocating for A/B testing for a long time. (For as long as there’s been an Unbounce.)

It was easy to obsess because it works: marketers who optimize landing pages in this way see significant lifts in their conversion rates. They’re able to experiment with different layouts, offers, and content to find the most effective approach for their visitors.

Today, we still stand behind A/B testing as a great tool for confirming an informed hypothesis. It totally works when you’ve got the traffic volumes and expertise to interpret your results properly. But we’d be remiss not to address the fact that plenty of marketers have felt left behind by the A/B testing revolution.

Even its devotees will admit that A/B testing isn’t perfect.

For all its good, A/B testing has a fatal flaw.

As we explored new ways to help you convert more, Unbounce kept running up into the limitations of A/B testing. Even if your business gets boatloads of traffic and can sustain long test durations, optimizing with A/B testing helps you serve up a single landing page that appeals to as many visitors as possible.

By trying to create a champion landing page that tries to target most people, you’re actually just targeting the average person. That means that you end up not converting to your potential.

This “one-size-fits-all” approach to optimizing means you’re letting potential customers slip right through your net: the people who’d never convert on your so-called champion.

You know your customers aren’t all the same. They come from different places, use different devices, have different motivations, respond to different offers, etc. So why send them all to the same page?

An illustration of A/B testing

No matter how easy Unbounce makes it for you to A/B test, optimizing only works under the right circumstances and with the right goals.

So let’s recap. If we’re being real, A/B testing can let you down in three big ways:

  • It’s very complex. If A/B testing inspires imposter syndrome in you, you’re not alone. While 95% of marketers recognize A/B testing has value for their business, 42% think it’s too difficult. From the initial hypothesis, what to test, isolating just one item to test, calculating the duration of time you need, and interpreting results, it’s no joke and definitely not for everybody.
  • It can devour your time and demands tons of traffic. It’s the small and medium businesses—ironically, marketers who need to move faster and smarter than the big guys—who tend to hit this obstacle hardest. If you’re a David looking to topple a Goliath, you’ve got other things on your mind.
  • It leads to “optimized” pages that aren’t actually optimized for each and every visitor. Sure, you can personalize in other ways—even manually—but that just leads to more headaches as you further split the crucial traffic that you need to run A/B tests.

If you’ve been vigorously nodding your head as you read along, it probably feels easy to shrug your shoulders and accept that conversion optimization isn’t right for you. As a small biz, you may feel like you’ll never have the time, the traffic, the expertise, or the resources to make it happen.

But…

What if Unbounce taught a machine to optimize your landing pages for you?

Today, we’re proud to bring you Smart Traffic™, a proprietary landing page optimization tool built on machine learning.

Powered by AI, Smart Traffic automatically optimizes your landing pages by sending each and every visitor to a page variant where they’re most likely to convert. It avoids the problem of optimizing for the average visitor with a “one-size-fits-all” champion.

It’s also dead-simple to use. And it starts optimizing quickly, after as few as 50 visits, without the need to babysit or manually apply your learnings.

Best of all, customers in our beta saw an average 20% lift in conversions compared to an A/B test. (We don’t call it an easy button, but it’s an easy button.)

Here’s how it works:

1. You create landing page variants.

You’re not constrained to just one change at a time—or just one variant—so get creative. Just want to make a small tweak? Do it. Looking to get wild? Heck yeah. Your team can’t decide between two options? Why not both? You can even add new variants at any time—which is perfect for people who’s best ideas come to them in the shower, or in traffic, or during the duller moments of Thanksgiving dinner.

Screenshot of creating landing page variants

2. Set a conversion goal, then turn on Smart Traffic.

Make sure your variants have a conversion goal so that the tool understands your desired outcome. Then just publish (or, if you’re adding Smart Traffic to an existing campaign, republish) your landing page. Our machine will immediately begin a short learning phase where it explores the possibilities.

Screenshot of turning on Smart Traffic

3. Smart Traffic optimizes automatically.

Here’s the best part: you’re done.

You’ll start to see better conversion rates once Smart Traffic starts applying its learnings about your visitors. With the magic of machine learning, the tool will also continue to adapt and improve over time. This way, it better understands where visitors will convert—even if your traffic sources change. In other words, you’ll see a lift in your conversions, no further actions required. This thing’s pretty clever.

Oh, and it’s available to Unbounce customers right now—as you read this very sentence. So if you want to quit reading and go flip that switch, I wouldn’t blame you.

For CRO aficionados or those who already have the benefit of tons of traffic, Smart Traffic has potential as a hands-free way of setting up your already optimized campaigns for progressive, long-term improvements. By using Smart Traffic alongside classic A/B tests, you can see the benefits of both worlds. (We’re very excited to see what the experts can do with it.)

But for small yet scrappy marketing teams—or really anyone tight on time and resources—Smart Traffic is a freakin’ game changer because it lets you optimize your pages without the stresses associated with A/B testing.

Create your variants. Turn it on. See results.

Speed up your time to results. If you build landing pages with Unbounce, you can start using AI-powered Smart Traffic today to optimize for better visitor experiences and more conversions. Find out more about how Smart Traffic helps marketers reach their conversion potential.

A Smarter Way to Optimize

Everything you’ve just read is all you need to know to get started. For the curious, though, let’s go into a little more detail about how Smart Traffic makes optimizing your landing pages easy.

Smart Traffic knocks down the barriers to entry.

As Carl Schmidt, CTO and co-founder of Unbounce, describes it, “Smart Traffic is the first step on our journey towards turning the tides for small businesses by enabling [you] to achieve unprecedented results using the power of AI.”

You don’t need an unrealistic amount of visitors to start seeing results. (It definitely won’t take 305 days.) But there’s also another time gain worth noting. Because, unlike traditional A/B testing, there’s no lengthy exploration phase in which you’re sending 50% of your traffic to the eventual loser (potentially missing out on yet more conversions).

By design, A/B testing splits all your visitors randomly between multiple variants.

With Smart Traffic you’re off to the races and optimizing (almost) right away. Compare it to traditional A/B testing, and the difference becomes very clear:

Comparison of A/B testing, Multi-Armed Bandit testing, and Smart Traffic

On the left, you see the explore/exploit pattern of a typical A/B test. Protracted periods of random testing are required before each learning can be confidently applied via manual intervention. (And there’s no guarantee any given A/B test will produce significant results.)

On the far right, you can see how Smart Traffic uses machine learning to conduct continuous (contextual multi-armed bandit) optimizing for you. It begins applying its learnings to your conversion rates with a sample as small as 50 visitors, so you can boost your conversion rates on campaigns of all sizes. Every subsequent visit represents another chance to learn and optimize.

You’ll see better results than an A/B test in less time and with less work. Some beta testers saw incredible gains with little time or effort when they applied it to existing pages.

The fact we got 10% more conversions without doing any work is a big deal. You can’t ignore that.

Kyle Carline, Brand Manager at Salem Web Network

Smart Traffic matches visitors with the variant most likely to convert.

Instead of optimizing for the average person, Smart Traffic starts matching each and every visitor to the landing page variant that’s right for them, based on the unique attributes that set them apart from the crowd.

An illustration of Smart Traffic

You win more conversions because the experience will be more relevant. So Sally from Brooklyn and Peter from Kansas City will each see the landing page that right for them—instead of one “champion” page that appeals to the masses. There’s no guarantee they’ll convert, but Smart Traffic gives you the best possible chance of converting as individuals.

Finally, Smart Traffic frees you to do great marketing.

It took a team of data scientists—including a literal string theorist—and three years of research, but Smart Traffic’s patent-pending machine learning algorithm puts the complexity back where it belongs: behind the scenes. It’s all kinds of automagical that way. By crunching data and dynamically matching visitors to variants, it’s doing something that no human being could.

But Smart Traffic has value beyond the technology: it frees you to do things that machine learning algorithms simply can’t. Itfrees you to engage with the human part of marketing—the better part of marketing, I’d say—like creating innovative campaigns and strategy, smarter and more engaging content, and more compelling visitor experiences.

So go ahead and leave the complex stuff to us.

Photo of Carl Schmidt at CTAConf
Carl Schmidt (Unbounce Co-Founder & CTO) points out the creative drawbacks of A/B testing at this year’s Call To Action Conference.

The World’s First AI-Powered Landing Page Product

It’s easy to get over-hyped when it comes to AI and machine learning, but that’s not why we’re so proud to bring Smart Traffic to you today.

You see, Unbounce was founded on the idea of helping businesses of all sizes achieve better marketing. We strongly believe that insights and actions drawn from data will be the key.

The goal behind introducing machine learning into our product is to enhance your capabilities as a marketer.

You may not have time to learn the nuances of A/B testing. You may not currently see the traffic volume you need to split test successfully. And you may have a hundred other things on your plate.

But now, you too can optimize. (And really, you should optimize.)

By reducing manual hassles involved with optimizing, AI helps you deliver better, more relevant experiences, connect with your customers in personal ways, and—yep—score more conversions. (I’d love to teach the machine 🤖 to bring me my coffee in the morning, but the team assures me they have bigger, better plans.)

Just in case you were wondering, we’re just gettin’ started.

Original Article

4 Lessons We Learned in 2019 (and How Marketers Can Apply Them in 2020)

It’s been a heck of a year, hasn’t it? And it’s not over yet.

Even if you’re still knee-deep in holiday and end-of-year promotions, it makes sense to take time to pause. Now’s the time to reflect on the challenges, opportunities, and accomplishments of 2019—before the crazy starts up again.

With that in mind, we’re revisiting the big lessons drawn from our most popular pieces on digital marketing and landing pages. For each, we’ll talk about how you can best apply these lessons in 2020 and beyond.

Lesson 1: Slow page speed is killing your conversions.

Unbounce predicted that 2019 would be “the year when the difference between fast and slow content becomes the difference between showing up in the search results (whether paid or organic) or disappearing completely.”

In January, we also published Think Fast: The 2019 Page Speed Report to shed some light on how slow loading times are impacting conversion rates.

We wanted to know where improving page speed was falling in the marketers’ yearly priority lists—as well as what their customers experience (and how they behave) when a website is slow to load.

This research stirred up all kinds of reasons why you definitely need to keep speed in mind when creating landing pages. For instance, Google says 53% of visitors will bounce after three seconds of waiting. But our check-in at the Call to Action Conference in late 2018 revealed that 85% of participants’ pages came in slower than 5 seconds at a 3G connection. (We’re not naming names, but some took more than 20 seconds.)

The survey results also revealed that consumers are pretty frank about the impact that slow ecomm sites can have on their willingness to buy:

Slow load times lead to fewer sales
Source: Think Fast: The 2019 Page Speed Report (Stats and Trends For Marketers)

What surprised us most, however, is that improving load times remains an overlooked way of optimizing the visitor experience. Very few marketers we surveyed identified it as a priority for the year, even though those who did have likely seen the benefits.

What Marketers Can Do in 2020

The thing is, these page speed concerns aren’t going away.

The average time for a web page to load is actually slower at the end of 2019 than it was a year ago. Some marketers have resisted making big improvements to loading times in the hopes that technology will save them (“5G is coming any day now!”). But speed remains a competitive differentiator.

Google hasn’t backed away from forcing the issue, either. They’ve always said that speed matters, but in November, they outlined plans to indicate when a site has been historically slow to load using badges in Chrome: “We think the web can do better and want to help users understand when a site may load slowly, while rewarding sites delivering fast experiences.”

Chrome testing speed warnings
Source: Google Chromium Blog

All of this adds up to a continued need to boost speed on your landing pages and website. To help, Unbounce’s Garrett Hughes put together a shortlist of page speed fixes (plus a downloadable checklist). And if you want to achieve blazing speeds on mobile devices, you’ll also want to investigate using Accelerated Mobile Pages (AMP) as well.

Marketers need to get faster and stay that way.

Let’s make speeding up a habit in 2020.

More Reading About Page Speed

  1. Think Fast: The 2019 Page Speed Report (Stats and Trends For Marketers)
  2. 2019 Is the Year of Page Speed. Are You Ready?
  3. 7 Page Speed Stats Every Marketer Should Know
  4. Increase Your Landing Page Speed (By Stealing Our Homework)
  5. Your Shortcut to Lightning-Fast Speeds. AMP Landing Pages Come to Unbounce.

About Unbounce Speed Boost. We’ve made backend improvements to the landing page builder to ensure that, under the hood, every landing page you create is designed to follow Google’s best practices for performance. So you don’t have to think about it. You can read about these improvements here.

Lesson 2: A/B testing isn’t your only optimization option.

At Unbounce, we’ve been preaching the gospel of A/B testing for a very long time. (For as long as there’s been an Unbounce, as a matter of fact.)

Here’s a snippet from our very first website, ten years ago: “With built-in A/B testing as a standard feature, you can experiment with unlimited variants of your page until you achieve the optimal design.”

In those days, we saw the promise of a “no-nerd approach to landing page construction” that included “a digital dashboard to rival the Starship Enterprise.” (No-nerd? Riiight.)

Unbounce.com circa 2010

Today, A/B testing remains an incredible way of testing an informed hypothesis about your landing page. For many people, though, the number of visitors you need (and the time necessary) can put it too far out of reach. No wonder while 98% of marketers recognize testing has definite value for their business, 42% say it’s too difficult for them.

But optimizing and A/B testing aren’t the same thing. And smaller teams and businesses that don’t get the critical mass of traffic to test efficiently should still make optimizing part of business as usual.

What Marketers Can Do in 2020

Nobody would blame you for taking a one-and-done approach. If you find yourself in the camp of marketers who’ve struggled to A/B test in the past, the good news is that the times are a-changin’. New pathways to optimizing your landing pages are opening up as you read this.

In November, we made Smart Traffic™ available to Unbounce customers. Powered by machine learning, this tool dynamically sends each and every visitor to a page variant that’s right for them. Plus, while running A/B tests requires tons of traffic, Smart Traffic starts optimizing after as few as 50 visits.

It’s not only extremely rad, it’s also bone simple: build some variants, set a conversion goal, and turn it on. I encourage you to try it out for yourself.

Beyond Smart Traffic, it’s almost guaranteed that machine learning (from us, from elsewhere) will continue to reshape your marketing stack and enhance your marketing practice. In 2020, you can expect more options when it comes to optimization, personalization, and automation.

The takeaway: adopting a growth mindset means making optimization an everyday practice. Thanks to new technologies, the barriers are beginning to topple—so keep an eye out for opportunities.

More Reading About Marketing AI

  1. Marketers Need an Easier Way to Optimize Landing Pages
  2. Match Each Visitor with the Landing Page Most Likely to Convert [Introducing Smart Traffic™]
  3. How Marketing AI Will Transform Your Lead Generation (and Conversion)

Lesson 3: We all need to raise our marketing IQ.

According to a recent paper published by 13 marketing scholars with the Harvard Business School, marketers see the most potential gains when machine learning technologies enhance human capability: “The brightest future,” they write, “is based on the synergy of what the machine can do well and what humans do well.”

Machine learning will free us from the grind, allowing us to do more of what humans do best. But this also means that it’s more pressure than ever to become the best darned human marketers we can be.

It’s time to raise our marketing IQ. That means moving beyond best practices, received wisdom, and going with your gut. It means making smarter, more informed decisions based on a highly developed skillset. And it means optimizing yourself as a marketer, not just your landing pages.

We think it’s incredibly important, which is why raising your marketing IQ was the theme of this year’s Call to Action Conference.

Over three days, we sought to bring marketers and industry leaders together to talk and sharpen our skills in six vital categories: design, copy, analytics, process, emotion, and strategy (which ties ’em all together).

Unbounce Co-Founder Oli Gardner summed up the benefits of high IQ marketing in a blog post earlier this year: “This is marketing that takes things to a new level, going past surface-level findings to understand the true value of your generated leads.”

Oli Gardner at CTAConf
Oli Gardner at CTA 2019

What Marketers Can Do About It in 2020

In 2020, BYOTL (be your own thought leader). Keep devouring blog posts and other content from the experts, sure, but look for those sources that challenge the status quo and go beyond the best practices. (If you’re looking for some blog recommendations, I think this list from The Search Agency is a pretty good place to start.)

Finally, if you weren’t able to join us at CTAConf in 2019, you can also get caught up on all 20 speakers, watch videos, and review slide decks on our recap site. This includes experts like Joanna Wiebe, Larry Kim, Ross Simmonds, Nadya Khoja, Jason Miller, and Andy Crestodina—as well as a few surprising perspectives on marketing today.

(Finally, binge-watching you can feel good about.)

More Reading About Marketing IQ

  1. Call to Action 2019 Speaker Videos and Slides
  2. The Simple Reason Why Your B2B Lead Gen Conversion Rates Are Completely Wrong
  3. Raise Your Marketing IQ at CTAConf 2019

Lesson 4: SaaS rebrands are a huge challenge.

This lesson became immediately apparent when people began to take notice of a single illustration trend that dominated SaaS branding in 2019.

As Unbounce’s Luke Bailey wrote in a post back in August, “Depending on who you ask, these drawings and animations are either fun and whimsical, or strange and faceless. Maybe you see them as friendly-looking doodles … or maybe you see them as just plain weird.”

Image courtesy of the Stubborn Free Illustrations Generator

It was the sheer ubiquity of these “little buddies” in 2019—especially given the time and thought that SaaS marketers put into standing out from the crowd—that’s particularly striking.

Jimmy Daly, Marketing Director at Animalz, first called out how common the style was becoming:

i genuinely respect all of these companies and use these tools but saas websites are perpetually homogenous. what gives?

— Jimmy Daly (@jimmy_daly) June 4, 2019

Like many of us, Daly doesn’t necessarily dislike this trend, but he isn’t sure how these illustrations were suddenly everywhere. In his words, what gives? Should SaaS brands even care about achieving originality? And if not, where should there focus lie?

These are some big questions, it turns out, and I’d recommend checking out Luke’s epic post for the details on his quest for answers. (There’s some interesting speculation in the comments too.)

What Marketers Can Do About It in 2020

Given the enormous pressure to carve out an identity that’s distinct from competitors, marketers might be tempted to try to avoid all influence from others in their space. Even if this were possible, though, it probably isn’t the best approach. Wildly different branding isn’t necessarily what your customers want from you.
Instead, Luke advises taking a more thoughtful approach to your SaaS rebrand:

If you’re planning to launch a new version of your website in 2020, there’s nothing wrong with looking to other companies you admire for inspiration. But, at the same time, you’d be doing your own brand a disservice if you just try to straight-up swipe someone else’s style.

Luke Bailey, Unbounce Content Team

Luke says to consider your product, your place in the market, your target audience, and your brand personality before jumping on any design trend. Striving for some originality makes sense, sure. But matching your brand with your audience is more important.

Whether the cycle of SaaS rebrands in 2020 brings us more of these little buddies or something a little more out there (“What if our new website was, like, entirely turnip-based?”), it makes sense to keep your eyes on the prize: converting visitors into customers.

More Reading About SaaS Branding

  1. Here’s How the Illustration Design Trend Caught Fire and Why Every SaaS Is Rebranding
  2. [Brand Reveal] Celebrating You with a New Look

Get Ready for 2020…

The lessons you’ve learned from 2019 don’t stop being relevant at 11:59pm on December 31st. It turns out that the earth orbits the sun all the time, and we’re just marking the time.

So how will what you learned in 2019 transform how you do your job in 2020? What are your own marketing lessons going into the new year? What are your marketing resolutions? Now’s the time to start thinking…

We’d love to hear your answers in the comments below.

Original Article

Evergreen SaaS Landing Pages You Should Have Running at All Times [Examples]

It’s a vicious cycle that many SaaS marketers fall into—you’re trying to hit your lead-gen targets, but your budget and resources are tight. So you turn to a quick, one-off campaign to generate some leads.

Then, once that campaign runs its course, you start planning the next one.

And so on. (And so on.)

While this cycle can be effective in the short term, it’s just not sustainable. Running campaigns in this way create spikes in traffic that can quickly die out if you don’t invest in ongoing promotion. They also take a lot of effort to execute (and don’t guarantee returns).

Cue the infomercial voiceover: “There has to be a better way!”

Pictured: A typical SaaS marketer workin’ the lead-gen funnel.

Turns out, there is a better way.

If instead, you invest some time developing ‘always-on’ campaigns, you can drive consistent growth in a much more efficient, scalable way. For instance, if you have core assets (like a webinar, newsletter, or demo page) that you routinely drive prospects to, you can make these work year-round by creating some landing pages that run on auto-pilot.

There are tons of evergreen landing page campaign possibilities, but we’ve rounded up five that we think every SaaS marketer should have in their arsenal. Keep these ones running 24/7/365 for steady lead generation all year long.

1. The “We Solve Your Problem” Long-Form Landing Page

Do your prospects tend to do a lot of research before they start a new trial or demo your product?

This is where an evergreen, long-form landing page shines. Evaluation-stage prospects are hungry for details, proof of results, examples, and info tailored to their experience. They need to be persuaded to choose your offering over the alternatives.

So, for paid search ads targeting transactional keywords, you may want to create a standard SaaS long-form landing page explaining your offer.

Like this one:

A Pitchbook Page

Image courtesy of Pitchbook. Click it to see the whole thing.

The SaaS sales page above from Pitchbook has a preview video, a customer testimonial, and a logo bar of social proof to build credibility. It does a great job giving visitors a comprehensive rundown of the product’s features and benefits. All in support of that awesome ‘request a free trial’ call to action.

Why should you build one?

Long-form landing pages help your audience make more informed decisions by providing in-depth information about your software. With more sections on the page, you have room to expand about what sets your offering apart from competitors and the value you deliver.

As a bonus, these pages aren’t just effective for middle-of-the-funnel prospects. They can also help folks at earlier stages of awareness. For instance, people in the discovery stage may not know they have a problem, but they’re likely experiencing the symptoms. The extra length lets you conduct a thorough investigation and lead visitors down the path from the symptoms to the problem to (hopefully, your) solution.

With a long-form landing page that runs 24/7/365, you can show potential customers how their current situation is costing them money, time, resources—or any other problem you’ve helped them identify. You can also anticipate the objections your target customer might have about your software and address them with compelling, long-form storytelling.

2. The “Weekly How To” Webinar Landing Page

You can raise awareness of your webinar through your email and social media channels, and you’ll definitely see some engagement for your effort. (After all, how hard is it to click a little ♥ icon?) But without a dedicated landing page, it can be tough as old leather to convert interested people into actual registrants.

It’s easy to forget that once you finalize your content and secure your speakers, you still have to convince your visitors to register to attend.

This webinar landing page that Thinkific built with Unbounce gets it right:

A Thinkific Page

Image courtesy of Thinkific. Click it to see the whole thing.

Promoting an entire digital summit, this page has a large, eye-catching header section that tells the viewer exactly what they’re going to get out of this online event. It also has strong calls-to-action placed above the fold and below the body copy, plus detailed descriptions of the speakers.

Thinkific even includes an FAQ section to help potential registrants get as much information as possible before they make the decision to sign up.

Why build your own webinar page?

If you’re asking prospects to give you their email details and an hour or more of their time, you need to make it clear what they’re getting in return. With a landing page, you can communicate the value of registering for an online or offline event using persuasive elements like benefit-oriented headlines, social proof, and testimonials.

You can also use these pages as an entry point for visitors to explore other relevant content. For example, the bottom of the Thinkific webinar landing page features a short value statement that highlights the benefits of their product in a call-to-action to start a free trial.

Editor’s note. Looking for some advice on how to run a webinar for your SaaS brand? We’ve got you covered: How to Build a Great Webinar from the Ground Up + 8 Examples That Don’t Suck.

3. The Interactive Lead Magnet Page

Let’s face it: the traditional lead magnet is losing its pull. Years ago, you could offer a simple downloadable piece of content like an ebook or a PDF resource and watch your conversions soar.

Today, it’s often a different story. Fewer visitors are willing to part with their email addresses—and if they are, you better have something truly valuable to offer in exchange. To address this, SaaS businesses are upping their lead magnet game by trying out quizzes and other types of personalized, interactive, or tool-based marketing elements.

Here at Unbounce, for example, we developed a free analyzer tool that offers insights on how you can optimize your landing pages:

While an ebook or downloadable PDF can also help to educate visitors, what happens once they finish with that static piece of content? It’s up to each individual to figure out how to apply the learnings, and they’re not always motivated to follow through. That means it’s often the end of the road. They close the book, and they’re done. That’s not great for engagement.

People also have to set aside some time to actually read through your material. In comparison, a quick tool like the analyzer provides each visitor with a personalized report on their specific pages—instantly. No pain, all gain.

And we serve this tool up on an Unbounce-built landing page that converts almost 30% of all visitors. It’s a great way to offer value, all the while serving as an evergreen awareness campaign that’s directly plugged into what we do.

Why should you consider a tool on a landing page like this?

Calculators, quizzes, and other tools are a great way to inject a little fun and—ideally—high value into your lead-gen or awareness strategy. They empower your visitors with insights on their specific situation. And they give you more info about your audience than you could get from a piece of static content.

Interactive lead magnets can also reduce the time your business spends on sales queries and save you time by automatically sending someone’s contact information through your funnel via integrations with your CRM or email marketing platform.

Finally, an interactive lead magnet can help instill loyalty in your visitors. If you’ve helped someone solve a problem, they’re much more likely to bookmark your page and remember you for next time. Plus, you get more credibility because you’ve proven that you know your stuff and understand your audience’s needs

4. The “Newsletter Audience-Builder” Landing Page

These days, you’d be hard-pressed to find a company without an email newsletter. It’s one of the most efficient, cost-effective ways to stay top-of-mind with your audience.

But people also find these newsletters increasingly easy to ignore, easy to tag as spam, and easy to unsubscribe from. That’s why it’s imperative that you keep your list fresh by adding new subscribers.

It’s easier than ever for someone to unsubscribe from your newsletter. (Source: AndroidPolice)

Sure, you can put a newsletter sign-up button on your website and call it a day. But if you really want to grow your mailing list, you should consider adding a dedicated landing page into the mix. With a landing page, you can experiment with copy and compelling visuals to ensure your newsletter’s differentiating value really comes across.

For instance, Pitchbook’s newsletter sign-up (which is another hit landing page from their team) checks all the boxes. It has a clear headline, uses visuals to show what the newsletter looks like in different formats, and has a short-but-sweet form:

Image courtesy of Pitchbook.

If you prefer to keep things simple, though, you could follow this example from Later. There’s not a lot of text on this page, but each piece of copy serves a purpose. The headline (“Never miss an Instagram trend again”) drives home the key benefit of signing up for their newsletter. And the subheading acts as social proof. (After all, a million-marketer-strong email list is nothing to scoff at.)

Image courtesy of Later.

The last section sets expectations around frequency, so potential subscribers can feel confident knowing Later won’t spam their inbox with multiple messages a week. And by only asking for an email, they make signing up even more enticing to their audience of marketers (who are usually wary about giving up their personal info, but often do so when it’s in exchange for more data).

5. The “Sign Up For a 1:1 Demo” Landing Page

While you can give your website visitors a small taste of what you offer through videos and webinars, this often can’t compare to leading someone through your product personally—where your guest can ask questions live. This is why offering a free demo is a common step in the SaaS buyer journey and a key landing page you’ll want to have available evergreen.

Visitors at this stage can be pretty close to making a purchasing decision, so your number one priority should be to make this process as frictionless as possible. Fortunately, a landing page is one of the easiest ways to do this:

Image courtesy of Skillshare.

The most effective demo landing pages are pretty straightforward. They typically have a clean and simple look, a form, a phone number field for an alternative form of contact, social proof, a video, bullet points, or another short message that outlines what users can expect from the demo.

While the “request a demo page” from Skillshare above is missing some social proof in the form of testimonials, all the other important elements are present. It’s easy to follow and the lead-gen form is a reasonable length to help the Skillshare team understand how to tailor the demo.

Conversion tip. You can take things a step further for your always-on demo landing pages by adding a pop-up. For example, you could use this calendar notification pop-up template and have it appear after someone converts. This would prompt your visitor to add a calendar reminder to join the session and ensure your live demo attendance is high.

Evergreen Your SaaS Landing Pages

If you set up these evergreen landing pages as a first step, you can generate a ton of leads for your software without developing campaigns on a typical one-by-one cadence.

As with any other type of campaign though, it’s a great idea to optimize these pages to ensure you’re getting the best results possible. Experiment with on-page elements, the copy on the page, or adding social proof. Even tiny tweaks can have a big impact.

The work of a SaaS marketer is never done, but by building pages for the long term you can create conditions that help you generate leads and conversions—without climbing on the campaign hamster wheel.

Find out how to build high-converting Unbounce pages without disrupting a single developerOriginal Article