To build a best-in-class email program, you need to constantly improve—and there’s no better way to learn fast than through testing and experimentation. Brands that make A/B testing and email experiments a priority are proven to see better results. Our research shows that companies that A/B test every email see email marketing returns that are 37% higher than those of brands that never include A/B tests.
Brands that A/B test every email see email marketing ROIs that are 37% higher than those of brands that never include A/B tests.
But how do you design an A/B testing framework and run experiments that deliver measurable results that drive the bottom line?
A/B testing tips from the world’s leading email marketers
We curated the most popular Litmus Live sessions around A/B testing and experimentation to give you insights into how some of the world’s best email marketers make their emails a little better every day. Each session provides actionable advice on how you can bring your A/B testing and experimentation to the next level.
Practical Tips for Designing, Running and Measuring Impactful Experiments
With the right balance of art and science, you can leverage email experimentation to expand your impact far beyond the scope of the channel. Tyler Michel from Square walks through what makes email experimentation so powerful, how reusable frameworks help you decide what to test, and how to measure experiments the right way.
Want quicker insights and improvements for your email marketing program? By implementing a framework for experimentation, you can make better assumptions, build and test hypotheses, and get real results faster than ever before. See how Intuit learned to fall in love with the problem (not the solution), got scrappy, and implemented a robust framework for email experimentation that made a difference.
Driving Downstream Funnel Metrics with A/B Testing
Lindsay Brothers, Indeed
Too often, we focus on the metrics associated with an email send without looking at how that campaign affects every other part of the marketing funnel. Get an inside look at how Indeed used experiments to drive core downstream metrics, including insights into what to test, how to track it, and how to apply their concepts to your own campaigns.
Better Email Onboarding Through Strategy, Testing, and Experimentation
Chris Kaundart, Atlassian
Email onboarding is hard. By adopting an experimental mindset, you can test new concepts to see what provides the most value for new subscribers. Using this information, you can set better goals, measure your successes, and—more importantly—push the boundaries of what’s possible in email onboarding for more successful programs.
Ever feel like you’re just running random tests without knowing whether or not they’ll have any impact? With an email growth model, you can confidently find and leverage optimization opportunities to improve your campaigns. Learn how to apply growth principles to email programs to build a framework for designing experiments that increase conversions and get the most value out of your subscribers.
Rich Communication Services messaging has been widely anticipated as a replacement to the clunky and outdated text message functionality that comes installed on mobile phones by default.
When it eventually arrives, RCS will allow us to do much more than send and receive plain text without needing a third-party app like iMessage and WhatsApp. It has the potential to be a far more engaging, responsive and immersive evolution of SMS with interoperable text- and media-based messaging across all mobile devices and networks right out of the box.
Many argue that it’s way overdue and we shouldn’t really be dealing only in plain text characters in 2019.
Last August, Virgin Trains became an early adopter, using RCS to improve customer service by providing customers with onward journey information on selected train routes.
But wider adoption of RCS still remains a pipe dream. Since the initiative was first born in 2008, the service seems as far away from being a reality as ever.
There are five painful hurdles that need to tackled until we’ll all be able to enjoy the benefits of RCS.
RCS has to be adopted by all networks
Globally there are around 800 mobile phone networks and so far, just 65 of them have adopted RCS messaging. That’s a rather modest 8.1 percent.
In the U.S., all carriers can handle RCS except for Verizon, which has a market share of 34 percent. So currently, over a third of U.S. consumers are unable to use the new technology. However, that may change Verizon has dropped hints it will roll out RCS in early 2019.
In Europe the picture is even bleaker. In most countries RCS is just available on the Vodafone network with almost no other networks yet committing to it.
For those that have rolled out RCS, technical complexities mean that it may not be truly universal and messaging may not work smoothly between operators. It’s a problem that the GSMA’s “Universal Profile” is hoping to eliminate. (The GSMA is the industry body that looks after the interests of mobile operator worldwide.)
For it to become a reality, networks need to adopt a far more collaborative approach and work toward an agreed timetable to deliver the improvement on SMS.
Andreas Constantinides, director at messaging company Yuboto, gave a brutal assessment:
“RCS is dead unless all – and I mean ALL – operators buy into it and push it out there.”
Apple has not yet agreed to embrace RCS
The iPhone has 44 percent of the smartphone market in the U.S. Globally the figure is over 50 percent.
But so far, Apple shows no sign of being interested in RCS. By offering an alternative messaging platform to its iMessage, they could be surrendering a strategic advantage. Also, RCS does not offer the same end to end encryption as iMessage. That means service providers can read RCS messages and may be seen as a security flaw for some users.
Without Apple, RCS messaging will struggle to become a viable messaging option for either businesses or consumers.
Despite a few rumors of talks with the GSMA, Apple has remained quiet on the subject.
It’s not clear who is going to pay for RCS messaging
As it stands, there’s no clarity on who will pay for sending and receiving RCS messages. There’s certainly no consumer appetite to start paying for a new messaging service, regardless of how good it is.
Any hint of a charge and people will immediately revert to existing messaging platforms like WhatsApp and Facebook Messenger.
As the service involves sending rich media like images and video, which will have a data load, there’s the prospect that the receiver could end up paying to receive RCS messages.
Paying for the privilege of a brand sending you a marketing message will not be an acceptable prospect for most consumers.
For businesses, SMS marketing remains enduringly popular and for companies wanting to upgrade to RCS, pricing clarity will be key to understanding what the additional ROI might be. Until the pricing is clear, businesses won’t be able to adopt it.
Awareness of RCS is painfully low
Ask the average person on any street, in any country it they’ve heard of RCS messaging and you’ll get a blank look.
Awareness of the service in Western Europe seems to hover around zero. Accurate awareness figures are elusive because the service is available on so few carriers and in so few territories.
Momentum seems to have stalled and until all the technical and logistical issues are tackled, there seems little point in launching it to consumers.
Huge complexity barrier to entry for companies wanting to use RCS for marketing
Without Apple adopting RCS, companies wishing to use it for communicating with customers will need to split their market into segments based on operating system.
This means having two communication strategies that will lead to more cost and complexity for marketers.
Large brands will probably have the resources to manage the dual integrations but smaller companies are unlikely to invest in that complexity when the existing SMS channel is doing the job already.
The prognosis for RCS
RCS is currently a mirage, shimmering promisingly in the distance, but somehow always just out of reach.
It has the potential to change how billions use messaging. While interesting early case studies may whet our appetites, we are a long way from being able to use it in any meaningful way.
Until these core issue can be comprehensively tackled, then RCS may never become a workable reality. Even if the problems are overcome, it’s hard to imagine this happening before 2021 at the earliest.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Henry is a two-time entrepreneur, founder and director of The SMS Works, a low cost and robust SMS API for developers. He’s been involved in SMS and mobile marketing since 1999 and helps companies of all sizes develop integrated mobile strategies. Henry also writes on a range of topics from mobile marketing to entrepreneurship.
Feeling camera shy? Every year thousands of salespeople and marketers miss revenue goals because they’re afraid of being on camera. But Meaghan Corson, Video Marketing Speaker and Consultant, has news: you can overcome your trepidation. She did, and she’ll be the first to tell you that video stars are made, not born. You can check out her full video below.
As a young newscaster, Meaghan was scrutinized for seeming young. “Try to be or look thirty,” colleagues advised her as they showered her in suit jackets and fussed over her appearance. She worried because others worried, and her awkwardness showed on camera. But then she had a breakthrough.
Meaghan realized that she didn’t need to “look the part.” There was no part. She was a great newscaster, and if that was how she looked, that was how newscasters looked. Her confidence grew, and she became a video marketing evangelist.
For anyone who doesn’t have years to build confidence in their own video performance, Meaghan has a shortcut: You can make yourself more comfortable on camera through small, repeat exposures, and by preparing yourself in the following ways:
Videos work best when creators use them to build relationships with viewers. That means being your authentic self, but it also means giving audiences a bit of the expected. If you’re sharing tips for account-based marketing (ABM) dressed as a circus acrobat, you’re diluting your message. Dress how you’d actually dress to meet people in person. That usually means business formal.
You also want to keep your video simple. In person, our eyes can adjust to the light level and field of view, but cameras can’t. Give your video the best viewability across channels and devices by setting yourself up in front of natural lighting like a window. Wear solid colors and when in doubt, choose blue.
Minimize visual distractions. You want viewers focused on what you say, not what you wear. Don’t clatter onto the set laden down with jewelry, and avoid shirts or ties loud enough to stop traffic.
When you speak, lower your voice one octave. Voices sound different on video, and studies show that people find lower-pitched voices more credible. Speaking with a high pitch, ending your sentences on a high note, or speaking in thevocal fry register can turn audiences off.
Speaking too quickly can have a similar effect. Taking pauses and speaking slower is something most people know to do but frequently forget. Slowing down makes you easier to understand and more engaging. It also naturally calms your nerves.
According toPsychology Today, pausing to breathe from your abdomen stimulates your parasympathetic nervous system, which reduces your heart rate and induces tranquility.
But, don’t change too drastically. As Meaghan learned, you create a relationship with viewers by being you. Whatever winning personality you show in-person with clients should come across in your video, and you may need to accentuate those behaviors. “If you’re witty and sarcastic with clients, be that!” says Meaghan.
Don’t stand stiff as a board when filming. Videos attract prospects because they’re visual and entertaining and if you stand too still, you might lose their attention. Amplify whatever you do regularly, says Meaghan, who makes great use of facial expressions and hand motions. “But do what’s most natural for you.”
Motion is, however, a balance. Don’t move so much that it’s distracting. If you’re giving an office tour, gesture with your hands, but don’t whip the camera around. If you’re recording yourself in front of a whiteboard, don’t walk back and forth in front of it. Move calmly and deliberately, and have someone watch to give you feedback.
Want to put your fear of appearing on camera to rest? Make a habit of recording yourself every day. “Exposure therapy has been scientifically demonstrated to be a helpful treatment for a range of problems,” says the American Psychology Association, including “giving a public speech” and its cousin, recording yourself on camera.
Like riding a bike, speaking in front of videos can become second nature. When it does, and you dress, sound, and express yourself with purpose, you’ll break through like Meaghan did. Soon, you too will be using videos to blow away your revenue goals.
Just like all of the other live platforms, it works similarly, but the whole purpose is to show off and promote your products so you can drive more brand awareness and sales.
The video above is by Skincare by Alana. Alana presented tips in the video about how to reduce puffiness around your eyes and how to make them brighter.
Can you guess how many views that video received in the first week it aired?
Well, based on the headline above you are probably going to guess 29,090. That is correct. 😉
And all Alana spent was $200 to boost the video.
It’s not just Alana who is seeing massive success… I know 2 other people that are getting similar results, but they won’t let me share their stats as they are white labeling other people’s products and don’t want more competition. 🙁
So how do you get thousands of views from Amazon Live?
Well, there is a simple process… let’s break down how you can do it step by step.
Now before we get into that, I need to be transparent: You are going to find it a bit awkward at first. But after you do it a few times, you’ll find that it is easy and fast.
Step #1: Download the Amazon Live app
You probably have an iPhone or an Andriod device. Log into your app store and download the Amazon Live app.
Although you can view Amazon Live on your desktop computer, you can’t post a video unless you do it from your phone.
When you install the app, make sure you allow Amazon to access everything on your phone. This will come in handy later when you try to upload your slate image. I will get into what a slate image is later on…
Step #2: Open the app
Now open up the app. Once it’s opened it will look something like this other than the fact that you won’t have any videos.
On the bottom left you will see a “Streams” navigational option and that will show you all of the videos you have aired.
On the bottom right you will see a “More” navigational option that shows you all the preferences and options you have.
And to get started, you would click the “+” button at the bottom.
Step #3: Getting started
When you click the “+” button at the bottom, you’ll see a screen that looks like this:
Amazon Live has a cool practice mode feature. I highly recommend you start off with a practice run or two.
Once you get the hang of it, create a real live video. But before you do you’ll want to add products that you want to promote. You can select one or multiple.
As for video source, your phone camera will be the easiest. There are other options as well such as an encoder and other things for video ninjas, but I would just use your phone camera (also known as phone cam) as it’s simple and works well.
You’ll also have to name your live stream. This is where you enter the title of the video.
This is very important because if your title sucks, you won’t get as many views. If you don’t know how to write amazing headlines, check out these posts:
Step #4: Boost your video
It doesn’t take much money to get thousands of views. Technically, you will get thousands of views without spending a dollar. But if you want to spend a few hundred dollars it will go a very long way.
Again, this tactic works without spending any money, but a few dollars can help you get a lot more traction.
Step #5: Schedule or post your video
You’ll have 2 options when it comes to posting your video. You can go live and post right away, or you can schedule your video to go out.
If you haven’t filmed your video during peak hours, I recommend that you schedule it. The last thing you want to do is publish a video in the middle of the night or too early in the morning.
Step #6: Add a slate image
A slate image is a cover image. This is what people see when browsing Amazon Live. Here’s an example of a slate image:
Photo Credit: Rod Foster
Remember how I said you’ll want to allow the app access to files on your phone? You’ll want to do that so you can upload a slate image.
Step #7: Show a banner
You need to show a banner. It will change the number of sales you generate.
You have 2 options when it comes to showing a banner. The first is to share a promotion with the views, and the second is to share a custom message.
When you select the “share a promotion” option, your promotion will be displayed as a banner at the bottom of your video. Customers can click on the banner to apply the promotion to their account.
And when you select the “share a custom message” option, your custom message will be displayed as a banner at the bottom of your video. People can hide the message at any point.
You can test both options, but I recommend that you at least “share a promotion” so it makes it easier for people to get a discount with just a click.
Step #8: Watch the sales roll in
Alana only generated one sale on her first video, but that’s because she didn’t push too hard. She already knows how to drastically improve that number and, in a bit, I will go over how to generate hundreds of sales through Amazon Live.
The other accounts I have access to have generated hundreds of sales through Live. One has generated 391 sales so far from 2 videos and the other has generated 328 sales from 3 videos. And I will share below why they were able to generate sales and why Alana wasn’t.
How to maximize your sales from Amazon Live
Here’s how to get more sales:
Buy equipment – if using your phone, get an awesome ring light and a vertical phone holder. It will NOT record horizontally. This will help improve the quality of your video.
Sell, sell, sell – Amazon wants this feature to sell, sell, and then sell some more. This is the big mistake Alana made and she knows it and will fix this during her next live video. If you don’t sell, don’t expect sales.
Offer a discount – Pick an awesome product, and a deep discount. If you don’t offer a discount you won’t generate over 100 dollars in sales from your live video. If you generate more sales, you’ll typically get more video views because when you sell Amazon makes more money. I know I have talked in the past about how giving discounts is a bad long-term strategy for your brand. I still stand by that. However, live videos are a much different way to sell in the short term and offering discounts will drive many sales and more awareness quickly. Because the offer is only accessible during the Live and nowhere else, this is one of the situations where not only do I think discounts are acceptable but necessary.
Be careful – if you are sending tons of traffic to a product and you don’t generate any sales, you will hurt your Amazon organic rankings. For that reason, you really have to sell. If you aren’t willing to sell hard, Amazon Live may not be for you. If you perform well, it can help with your organic rankings.
Create a sign – hold a sign at the beginning of the video that says “UNMUTE ME” or something like that. Amazon appears to track how many people actually listen to your video, and how long they listen. This should help you get more views and sales.
Hook viewers – making bold statements that are true or telling people what you are going to cover later in the video is a great way to keep people engaged longer. Poor engagement will lead to very little video views.
Build authority – although I told you to sell hard, you need to provide amazing information and tips at the same time. This will help you become an authority and it should boost your sales in the long run. Selling without providing value will make you look bad.
It really isn’t that complicated. As long as you follow the tips above, it shouldn’t be hard for you to generate dozens of sales from each Amazon Live video.
Just like every other video platform, the reach will eventually be limited, and it will be harder to get results. And sadly, there is nothing you can do about it.
For the time being, though, you need to jump on the Amazon Live bandwagon and create as many videos as you can. Once you get the process down right and you are seeing sales, I would create 1 video each and every day.
I can’t create videos on Amazon Live as I don’t sell ecommerce products myself, but you can. That’s a requirement that I can’t get around.
So, what do you think about Amazon Live? If you aren’t jumping to create a video after reading this, you are missing out.
By now, you’ve likely heard of the flywheel, the new approach to customer acquisition that’s quickly replacing the traditional sales funnel. The funnel places an emphasis on driving customers in and converting them, but lacks a focus on what comes after conversion. In today’s hyper-connected digital world, the post-conversion stage is when you truly cash in on the value of your customers. Yesterday’s sales mindset sees customers as dollar signs, as names waiting to be signed on a check; while companies view their clients in terms of their network and their ability to provide you with additional work in the future.
The flywheel incorporates three stages, allowing you to conceptualize and strategize your customer interactions to ensure that you are creating a recommendable brand: Engage, Convert, and Delight.
The earliest phase of the flywheel involves engaging with potential customers. For marketing providers, it can feel almost impossible to stand out from the ever-growing crowd of competitors willing to undercut your prices. In order to be successful during the Engage phase, you should approach it with two tactics: visibility and credibility.
Customers are the force that make your flywheel spin. But how can you put your business in front of more eyes? In truth, there is no one-size-fits-all answer to achieving visibility; however, the most successful marketing providers utilize a number of common practices that help grow their presence.
First, and most importantly, the most successful marketing service providers focus on web presence. Before focusing on driving leads, you need to consider where you’re sending them. It takes roughly .05 seconds (that’s 50 milliseconds) for a user to form an opinion about your site and whether they will stay or leave. Does your website make the cut?
Having a well-designed website with a great user experience will help you achieve success in a variety of marketing efforts later on, but having strong organic search fundamentals is equally important. Your website should contain thoughtfully-organized, well-written content that is highly relevant to your audience’s needs; your pages should all contain optimized metadata and keyword-dense body content. Beyond your website, ensuring that your business appears on online directories, like Google My Business, and vertical-specific directories, like UpCity, as well as across relevant social media channels, is key if you hope to achieve the highest level of visibility. Ultimately, your goal should be to engage with users and begin telling your brand narrative regardless of where a user searches.
Once you’ve begun to grow your visibility, you’ll need to start considering your credibility in the eyes of your audience. It’s not enough to provide great service; customers today want to partner with a provider that is credible and well-respected in the industry. Without social proof and continued nurturing of the client relationship, your marketing efforts are dead in the water.
Guest posting for publications like UpCity, Forbes, Inc., and others is an excellent way to get your name in front of a larger audience so you can demonstrate your expertise, Earning awards, like UpCity’s annual Excellence Awards, can help prove credibility to potential customers. With that being said, most marketing providers simply overlook the wealth of offline potential lead generating opportunities in their local area. Speaking opportunities at local business events and networking with your town’s Chamber of Commerce are two excellent ways for early stage marketing businesses to build credibility and gain qualified leads at a lower cost and faster rate than some online marketing methods.
Once you get a new lead through the door, it’s time to start thinking about nurture and conversion.
Customers will usually spend a relatively small amount of time in the convert phase. In such a cluttered market, there’s simply no time to waste when it comes to engaging new leads and moving them towards conversion. Following up with every lead immediately ensures that you don’t leave any qualified business on the table, but you shouldn’t stop at the first phone call. Optimize your convert stage with automated email nurture campaigns and scheduled phone calls.
Too many businesses focus on selling a service, but forget to consider the “why.” Business owners have thousands of other options, so what makes your business different? Don’t just sell, tell a story. Help customers understand why they need your services through informative content and carefully planned talking points; show them how you’ve helped similar businesses in the past with case studies and reviews; close them by demonstrating why you’re the right fit for them. Your salespeople are your storytellers, but they shouldn’t be working alone! Support them with email nurture campaigns, social media posts, and paid retargeting ads.
Once you’ve converted a customer, it’s important to keep the conversation going or risk being forgotten. It goes without saying that you need to provide the highest-quality service possible in every customer interaction, but too often marketing providers don’t reap what they sow. E-commerce companies have long understood the power of product reviews, but service-businesses have been slow to catch up. Customers these days are more likely than ever to leave a review for your business, but you have to ask! Capitalize on the excellent quality of your service by asking for reviews. For those that are further along in their growth, building out case studies can help communicate your brand narrative to potential customers and close more deals.
Spin Your Flywheel with UpCity
No matter where you’re at in your marketing company’s growth, UpCity has the solutions and the expertise to help you spin your flywheel. UpCity has helped thousands of marketing service providers across North America drive more leads, foster great customer experiences, and build their credibility by offering solutions for each stage of the flywheel. Learn more about becoming a Certified Partner and take your UpCity experience to the next level!
Jordan is the Manager of Content & Product Marketing at UpCity. With almost a decade of experience designing websites and writing copy, Jordan has helped countless brands find their voice, tell their story, and connect with real people.
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Video ads are one of the most potent tools in a marketing arsenal. So why do so many event marketers ignore it?
According to a 2018 Animoto report on social video trends, 93% of business score new customers from video marketing on social media. Eventbrite research shows that 94% of event creators who use video say it’s effective. While both reports highlight the power of video marketing, they also note that less than half of event marketers actually use this effective tool.
That’s a lot of business to leave sitting on the table.
Video clearly is engaging ticket buyers, but many event marketers are too intimidated to use the medium. After all, video is one of the most daunting types of content to produce. Your skills as an event organizer may not include filming and editing a promotional video—but it’s worthwhile to learn these few basics.
Create event videos that drive buzz
In an increasingly video-driven advertising space, focus your efforts on three essential videos—two before the event and one after:
A ticket launch video that builds buzz, encourages registrations, and establishes your event as the place to be this year.
A reminder video that answers attendees’ most frequently asked questions leading up to the event.
A memorable recap video that offers nostalgia for attendees and serves as a strong marketing asset for your next event.
If you only have the bandwidth to create one video, prioritize based on your brand’s goals. If you want to drive ticket sales, create a launch video. If you want to improve your attendance rate and engage attendees, create an FAQ video. If your goal is creating clips you can use to promote your next event, create a recap video.
When you release these videos certainly matters, but you must also create something that effectively engages your audience. The following three strategies will help you make videos that are informative and compelling:
1. Make the CTA your MVP
Your CTA (call to action) is key because it shows viewers how to take the next step (buying tickets, for example). But how can a CTA call viewers to action if they don’t actually see it?
Although placing your CTA at the end of a video feels natural, many viewers won’t stick around for the entire video. To ensure audiences see your CTA, place it in the middle of your video.
Beyond perfecting the timing of your CTA, you also need to give viewers clear instructions in terms of what they should do. Instead of saying “Buy tickets,” use clear and specific language: “Swipe up to RSVP” or “Click the link in our Facebook event.” People aren’t going to take the next step if they don’t know how, so make your CTA as clear as possible.
2. Use size to strategize your Facebook spend
It’s counterintuitive, but smaller events mean you should put more funding toward Facebook video ads. At 2.27 billion users, according to NBC News, Facebook holds plenty of reach and is ripe for event marketing. Facebook also has more robust ad targeting, support for video, and searchability for events than any other social platform.
Prioritize Facebook in your budget, keeping your event’s size as the key decision maker when allocating funds. Gather any location, demographic, or other important information about your audience, and then tailor your Facebook campaign to that base. Once you’ve homed in on your target, deduce your exact spend and plan the rollout and execution of each piece. By figuring everything out beforehand, your campaign’s resources will stretch further and your ROI will be more concrete.
3. Promote across online channels
Facebook is incredibly powerful, but a powerful video strategy requires more layers. Not everyone in your audience will be active on Facebook—and even if they are, a multichannel approach keeps them thinking about your event as they’re browsing online.
Use video across these digital platforms:
Your website: It’s easy to embed promotional videos on your homepage. The Animoto report I mentioned earlier suggests that 86% of businesses engage their audiences through this platform.
YouTube: As the second-largest search engine, upload your videos here to build your audience without much additional effort.
Email marketing: Animoto reports including the word “video” in an email subject line increases its open rate by 19%. This method offers low-hanging fruit for increased viewership, helps with viewer engagement, and simplifies connecting with attendees post-purchase and post-event.
There’s no better way for your audience to feel the buzz surrounding your event than video. Event organizers might lag behind other industries when it comes to video marketing, but that doesn’t mean it needs to remain the case. Use these marketing tips to take the mystery out of video—and drive sales.
Want to know more about event marketing? Check out our webinar on the 8 biggest mistakes field marketers make and how to avoid them.
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Time we stopped keeping you waiting – so we’re laying our cards on the table. Meet the one thing you’ll soon be able to use in GetResponse to handle your entire sales funnel, from start to finish. Automatically!
We’re proud to introduce GetResponse Autofunnel. Think of it as your ready-made, automated step-by-step system to build your landing pages, automate your emails, sell your products, recover abandoned orders, and earn you money. It integrates multiple GetResponse features into one smooth flow – AND it introduces some amazing new features you’ve always wanted to have in GetResponse.
But instead of talking about it, let me just show you first.
It’s all automated
First, generate some traffic
For the first time, you’re getting powerful traffic-generation tools inside your GetResponse account.
Facebook Ads – you’ll be able to set up your Facebook and Instagram Ads right inside your GetResponse account to drive quality traffic to your pages. Define your target group, set up your budget and add ad content. Then monitor your campaigns and optimize to make sure you’re getting the best performance.
Social Ads Creator (fka Beam) – use ready-made templates tailored to your business and create stunning animations for your social profiles and ads in minutes – even if you’re not a designer. All from an app on your phone – at no extra cost.
Send traffic to your awesome-looking landing pages
Industry-specific landing pages – with Autofunnel, you get brand-new landing page templates that are optimized for conversion, designed for your industry, and filled with ready-made content you can customize to your needs.
Convert your visitors to subscribers and leads
Built-in web forms – they’re built into your landing pages and automatically set up for your campaign – you just add the fields you need.
Exit-intent popups – they’re a great tool to get more conversions from your signup pages by capturing the email addresses of visitors who are about to leave your page. And again – they’re automatically set up for your pages. All you do is customize the content.
Nurture your contacts and turn them into your raving fans
Email marketing – Welcome your contacts right after they’ve signed up and keep sending them engaging, automated emails to get them ready to buy.
Webinars – Run free or paid webinars for your audience – they’re seamlessly integrated with your pages and emails, no need for third-party webinar software or browser plugins.
Get them to buy your products
Conversion-focused sales pages – customize your sales page and order form templates in seconds to sell your products and services online.
Stores for your products – Add and manage your digital and physical products in GetResponse – and automatically include them on your pages and in your emails.
Ecommerce integrations – Connect your shopping cart and import your products from Etsy, Stripe, Shopify, BigCommerce, Magento, WooCommerce, and PrestaShop.
Win them back if they abandon their order
Abandoned order emails – Convince people to complete the orders they left behind by sending them perfectly-timed emails you don’t even have to set up (yes, they’re entirely automated, too.)
Payment processors – Connect to Stripe, PayPal, BlueSnap, PayUwithout leaving the app, and sell your products and services right on your GetResponse pages.
Automated order confirmations – Send an order confirmation email within seconds of the purchase – without lifting a finger.
All of this will soon be available in your GetResponse account – streamlined into one smooth and easy process. You won’t have to log in to multiple platforms, open multiple tabs in your browser, or pay for multiple services to do what really is one sales process.
Funnels for your industry
With Autofunnel, you’ll get 40+ conversion-optimized scenarios written and designed by industry experts to sell, build contact lists, showcase your offers, and help you grow.
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Chatbots provide opportunities to drive business value like:
Providing better customer insights
Streamlining the consumer experience
Expediting daily and mundane tasks
As Christie Pitts from Verizon Ventures tells Forbes, “Chatbots represent a new trend in how people access information, make decisions, and communicate. We think that chatbots are the beginning of a new form of digital access, which centers on messaging… Chatbots bring commerce into this part of our lives, and will open up new opportunities.”
What are chatbots?
Chatbots are artificial intelligence (AI)-driven software applications that mimic written or spoken human speech for the purpose of simulating a conversation or interaction with a real person.
At the heart of chatbot technology lies natural language processing (NLP), which is the same technology used by voice recognition systems like Apple’s Siri, Google Now, and Microsoft’s Cortana.
Chatbots are able to process the text sent to them by the user, and form their response according to a series of algorithms that:
Identifies what the user said
Understands what they mean and
Determines what is an appropriate response
Today, chatbots are most widely recognized for their use in customer-service based scenarios, where they often replace a human representative. They can answer queries on e-commerce sites, ranging anywhere from product details to the shipping information.
However, chatbots are also used across many different sectors and industries— from travel to healthcare, and even on dating apps. Because of its many uses and varying applications, the chatbot industry is booming.
Although consumer preferences continue to change and evolve, consumers still expect a positive customer service experience wherever they choose to do business. The rise of the internet introduced a multitude of new touchpoints, including email, social media, and mobile apps.
Real-time messaging has led to a fundamental shift in how people prefer to connect with businesses.
Chatbots have offered businesses a way to stay up to date with consumers’ rapidly changing methods of communication and ways of doing business. They allow marketing teams to:
Connect better with your customers
Understand your customer needs
Automate activities that can hinder their efforts in customer relationship building
Here are three of the top benefits of incorporating chatbots into your marketing strategy.
1. Guide Your Customers Online Experience
When customers first enter your website, more often than not they’re not quite sure exactly what they’re looking for.
In fact, 71 percent of customers shop with a specific scenario, not a product in mind. Whether they’re shopping for a gift for a loved one or simply perusing for inspiration toward their spring wardrobe, it’s inevitable that a large segment of your customers enter your sales funnel with a bit of uncertainty.
Rather than quickly navigating to another site (increasing your site’s bounce rate) or shopping for an hour and never making a purchase, a friendly chatbot can welcome your customers when they land on your homepage and guide them throughout the rest of their shopping process.
By asking a series of questions, a chatbot in this regard can tailor the process exactly to a customer’s specifications and lead them to the item they were looking for— or didn’t know they were looking for, for that matter.
This was a strategy eBay deployed for holiday gift-giving in 2018. The company recognized that purchasing gifts for friends and family isn’t necessarily a simple task. For many of their customers, selecting gifts had become a stressful and arduous process, especially when they didn’t have a particular item in mind. In response to this feeling, eBay partnered with Facebook Messenger to introduce ShopBot.
As eBay’s lead product manager stated,
“Shoppers can enlist the bot to do the heavy lifting of deal hunting and discovery for them, through simply texting, talking or snapping a picture in Facebook Messenger of the item they are looking for. The bot will then ask you questions to better understand your intent and make personalized recommendations.”
Manage and Grow Your Lead Generation
If you’re a B2B marketer, you’re likely already familiar with how important it is to properly nurture leads. After all, not all leads are created equal, and getting leads in front of the right sales reps at the right time is much easier said than done. When clients are considering a purchase, especially those that come at a higher cost, they require a great deal of information and detail before committing to a purchase.
Chatbots give businesses a way to deliver this information in a comfortable, conversational manner. Customers can have all their questions answered without the pressure or obligation that make some individuals wary of interacting with a live salesperson. Once they’ve obtained enough information to make a decision, a chatbot can introduce a human representative to take the sale the rest of the way.
One organization helping real estate agents manage lead generation is Roof Ai, which automates lead interactions and lead assignments via social media. Based on input the user provides regarding their home or apartment specifications, the chatbot makes listing recommendations and passes them on to the proper agent.
One of the key advantages of Roof Ai is that it allows real estate agents to respond to user queries immediately, regardless of whether a customer service rep or sales agent is available to help. It also reduces the risk of leads slipping through an agent’s fingers by failing to respond quickly enough.
One of the greatest and most widely used benefits of chatbots is their ability to provide an instantaneous response, no matter what time of day. By using a chatbot for after-hours inquiries, consumers can still receive helpful answers to their questions and gain access to information that moves them through the buyer journey.
This is especially important as consumers expect a quicker response than brands can guarantee. According to a report by Sprout Social, customers expect a response between 0-4 hours. However, brands typically take 10 hours to respond.
Chatbots help you significantly decrease the average time to respond, helping you to meet your customers’ expectations.
One business sector that often needs to address customer inquiries in a time crunch is the airline industry. When busy travelers face problems at the airport, like flight cancelations or delays, a gate change or simply update their impending flight, they often need an answer as quickly as possible in order to stay on a given itinerary.
KLM Airlines launched their chatbot, BlueBot, for this exact reason. It helps travelers:
Receive check-in reminders and boarding passes
Deliver flight status updates and
Answer passenger questions
A senior vice president from the company added that the chatbot has helped keep the customer experience a priority, even as the company grows, stating,
“Volumes will continue to grow. At the same time, customers require a speedy response. We have therefore been experimenting with AI to support our agents to provide a personal, timely and correct answer.”
Utilizing chatbots is a relatively new approach to marketing, but it is quickly becoming an essential way to connect with today’s consumers and improve their customer experience.
Businesses that have integrated chatbots into their marketing strategies have already noticed an appreciable impact and will likely continue to do so as chatbot technology continues to develop.
If you haven’t done so already, now is the perfect moment to start exploring chatbots to fully benefit from them in the future, when these same bots will become a business necessity.
About the Author
Contributor to Enlightened Digital, UX Designer and technology writer from New York City. If I’m not writing my latest blog post in my kitchen, you’ll likely find me strolling through Central Park, cappuccino in hand.
Lots of vendors call themselves video platforms, but each do wildly different things for different audiences—from helping beauty bloggers monetize to helping marketers drive leads to helping entertainment execs build streaming services.
Vimeo vs. YouTube for business: which video platform is which and which is best for you? We’ll explain the differences between YouTube and Vimeo—two of the most popular video platforms out there—and tell you more about a third option you may not have thought of: a video platform that’s built for business.
Vimeo vs. YouTube for business: What are the differences?
Each of these platforms is used by different people for different things. YouTube is a social media site that helps viewers discover videos. Vimeo is a video hosting platform for organizing video playlists.
What can be confusing is that there’s some basic feature overlap.
Both platforms allow you to upload videos, measure views, and create playlists. But each platform also does a few important things that the others cannot.
Only YouTube can:
Recommend your video to 1.8 billion users
Run pre-roll ads before your video starts playing
Only Vimeo can:
Help monetize both videos and live streams and reach a paid audience with built-in features
But these two options also have their downsides, chief of which is that they’re a place for all video content, regardless of creator, quality, or intent.
What does a video platform for business offer?
On the flip side, a video platform that’s built for business can offer you a whole lot more. That’s where Vidyard comes into the mix.
Vidyard is a video marketing platform that helps both B2B and consumer businesses drive and measure pipeline and revenue.
Only Vidyard can:
Vimeo vs. YouTube vs. Vidyard: Which one’s right for you?
With so many features to review, how do you choose the right video platform for your business?
Of the three, Vidyard and Vimeo share the most features. Both allow viewers to control the look and feel of their players, but Vidyard is designed to make video useful throughout your entire organization—from marketing to sales to support to HR—whereas Vimeo is oriented towards helping consumer marketing teams monetize their videos to consumers on, say, a smart TV. Many of Vimeo’s features cater to influencers while Vidyard focuses on businesses.
Both platforms allow teams to embed, share, and track videos, and to customize their video player. But only Vidyard integrates with sales and marketing systems, offers ROI analytics, and makes it easy for sales teams to send one-to-one video.
YouTube stands alone in that it’s a social media platform first and a video hosting platform second. A whopping 1.8 billion people go there to watch everything from how-to videos to full movies, comment on content, and interact with other users. It’s built around an algorithm inspired by slot machines and designed to get viewers lost in a vortex of fascinating footage (cue cat video montage).
Yet for businesses, YouTube has some downsides: YouTube makes money by selling pre-roll ads, content suggestions at the end of videos, and side screen offers. All of which you can’t always control, and which could even be for your competitors. It also limits the data you can view. For companies trying to convert leads and accounts, it provides little insight.
The Bottom Line: While YouTube has a huge potential audience, only Vidyard integrates with sales and marketing systems, and offers ROI analytics. But, you can get the revenue-generating benefits of a video marketing platform like Vidyard and a social network like YouTube by using them together.
Combine Vidyard and YouTube for the win
Vidyard and YouTube make a great pipeline-driving pair. Marketers can upload short teaser videos to YouTube which link back to their website where the full video is hosted by Vidyard (which integrates with your YouTube channel).
This way, marketers hitch a ride on YouTube’s powerful recommendation algorithm, which shows videos to the people who are most likely to enjoy them, and marketers get all the granular data and lead-capturing benefits of Vidyard once viewers land on their website.
When viewers watch a Vidyard-hosted video, you can:
See how much of the video they watch, and what parts they rewatched
Trigger actions, such as alerts to the sales team
Capture leads with post-roll forms
Score the new lead or account
Measure the video ROI
For most businesses, a combination of Vidyard and YouTube offers the greatest mix of discoverability and convertibility for turning traffic into pipeline. So, despite tens of thousands of Google searches, the question isn’t “Should I use Vidyard or YouTube?” It’s “How can I best use Vidyard and YouTube together?”
Want to learn more about what an enterprise solution like Vidyard can do? Check out this six-minute demo to learn more!
Your landing page headline can be the first impression people have of you. Your headlines can either be a gateway to gaining new customers or a gatekeeper turning them away.
In fact, 80% of readers never make it past the headline and that can be deeply affected your landing page conversion rates. So, the better your landing page headline, the better your conversion and click-through rates. But the best headlines aren’t click bait or misleading; they’re easier to write than you think.
In this article, I’ll be showing you seven genius tips for better landing page headlines.
1. Write Clear Landing Page Headlines
The best headlines are specific and to the point. Viewers need a clear idea of what or why they should click on your landing page.
If a landing page headline is too ambiguous or vague, viewers won’t have a reason to convert on your call to action.
Save yourself the trouble of trying to come up with dramatic or mysterious headlines and instead focus on conveying clarity right from the start.
Landing Page Headline Example: Uber Eats
Take a look at this UberEats landing page. Right away you know right away that by entering your address you’ll be “discovering restaurants that deliver near you”.
Think of your headline as your 10 second elevator pitch that has to clearly communicate the value of why someone should convert on your page. It may help to write down 20 – 30 different headlines then filter down to see which ones are the most clear.
It’s a little more work at first, but it’ll make a big difference in the long run.
2. Write Landing Page Headlines that Focus on a Benefit
Headlines should call out to viewers looking to solve a problem or find a solution. Focusing on a benefit is key when writing a great headline. The more specific you are, the easier it is for your target audience to come to you.
Your landing page is a landing page sales funnel but your focus shouldn’t be about making sales. When you craft headlines that provide a benefit visitors are more likely to stay and convert on your offer. If your headline fails to impress, your visitors might abandon the page. Highlighting your benefits also allows you to position your services differently or even better than your competitors.
Landing Page Headline Example: Moz
There are a lot of SEO tools out there, but MOZ decided to position themselves as the solution to your SEO problem rather than purely focusing on selling their software.
The headline example for this landing page points out that there are over 5 billion searches performed every day, but with Moz SEO tools you’ll be able to be found. If you look at the landing page’s content, you see that they drive that point even further with added benefits.
One great example of features vs benefits is this example from Apple.
Now, Apple could have lead with the feature of “1 GB of MP3’s”, but that’s a technical specification that the average consumer might not get excited about.
But, by leading with the benefit of having “1,000 songs in your pocket”, suddenly Apple’s appealing to a much wider non-technical audience.
So ask yourself, what are your benefits? And how can you present those on within your headlines?
3. Write Landing Page Headlines That Match Your Message.
Consistency is always key. As stylish as your headline can be if it’s not consistent with the message or look and feel of your landing page it can be confusing for some visitors.
For example, if your headline says “Free E-books to Grow Your Business,” but your landing page content speaks more about your services rather than the ebook itself, then your headline can seem misleading or give the impression that you don’t know what you’re selling.
I see a lot of first time landing page creators make this mistake. Between working on each piece of content individually when it’s time to tie it all together things don’t always fit as well as you’d think.
One of the best ways to avoid this mistake, get a second pair of eyes to check your landing page. Sometimes it’s best to get feedback from people who aren’t as working as closely to the page as you are.
Landing Page Headline Example: Slack
Slack’s landing page headline and content is consistent across the board. From the content, images and even the call-to-action, everything follows the same message: Slack is the app to do to get work done and collaborate. That’s the same feeling you want your headline and content to give visitors.
4. Write Landing Page Headlines with Power Words
Power words are magic words that copywriters use to get a psychological or emotional response from readers to persuade them to read or do something. That’s why they’re called “power words.”
But power words aren’t just for copywriters. Anyone can use them to motivate people to take a specific action on their website.
We created a landing page for our Shopify Marketing Tools Giveaway. We used power words like “Ultimate,” “Optimize” and “Convert” to peak interest and let our visitors have an idea of the massive value our prize can have for their business. Words as simple as these can be the difference between a successful campaign and a flop.
5. Proofread Your Landing Page Headlines
Yes, you read that right, proofreading your landing page headlines is a genius tip. When your busy working on content for your landing page sometimes your brain forgets to pick up simple typos or misspellings, so we end up glancing over them while trying to finish up.
To proofread your headlines use grammar tools like Grammarly, Pro writing aid and Wordrake or ask someone proofread your headlines for you.
The last thing you want to do is publish a landing page with spelling mistakes because it can make you look unprofessional and untrustworthy.
6. Use Headline Formulas for Your Landing Page
Having good copy for your headlines is crucial in getting more conversions.And one way to get that is by using headline formulas trusted by professional copywriters themselves.
What if I want to be original with my headlines?
Well, contrary to what you’d think the best headlines aren’t original or as creative.
WordStream found that in ‘99, 200 of the best ads that resulted in massive sales and gained global recognition from industry professionals were actually very similar to one another.
After taking a closer look about 89% of those ads could be classified into six headline formulas.
And the headline writers who didn’t make the list of 200 were the ones who created original or creative headlines outside of those six headline formulas. So really there’s no need to rattle your brain reinventing the wheel, stick to the trusted headline formula instead.
Six Landing Page Headline Formulas You Need to Steal
Here are examples of the six headline formulas you can steal to get better conversions and clicks on your landing page.
Headline Formula #1: To the Point Headline
This headline is straight to the point and direct, it says it all without the witty fluff. Sometimes people just want to know right away what your content is all about.
If you plan to use this headline, it’s best to know what your buyer’s persona is so you craft headlines for your landing page accordingly.
Headline Formula Example: Match Pool
Headline Formula #2: The Listicle Headline
People just seem to gravitate towards these headlines more; in fact, Neil Patel stated that it’s one of the top five characteristics of a headline that converts.
This is one of the most used headline formulas, and you’ve probably seen one today, for example, this blog’s headline ” 7 Genius Tips for Better Landing Page Headlines.”
If your no stranger to Buzzfeed articles, if not all, most of them are listicle headlines. Taking a closer look, you’ll also realize that most of them are odd numbers.
That because listicles headlines with odd numbers just seem to do better. In fact, Outbrain and the Content Marketing Institute did a study that showed listicle headlines with odd numbers did 20% better than listicles with even numbers. Going deeper Outbrain also found that a colon or hyper in your title can bring a 9% improvement.
With listicle headlines, the little things make a big difference.
Headline Formula Example: Drip
Headline Formula #3: The Cliffhanger Headline
One of the most popular headlines around is cliffhanger headlines. These headlines tend to be more on the clickbait side but for a good reason. Buffer analyzed popular words and phrases and one phrase that repeatedly showed up was “This” or “This is”. Which are usually how most cliffhangers start.
The best cliffhanger headlines are very specific while grabbing the reader’s interest to learn more. Most people also tend to click on cliffhangers with numbers or stats included, for example, “9 out of 10 people are guilty of this…”
Headline Formula Example: Netflix
Headline Formula #4: The Number Headline
A number or statistic headlines help you to attach some value to your product or services. This headline is a slight variation of a value proposition headline but tends to do better because people can see the value of the solution they need.
If you plan to use this headline with specific statistics, it’s important to use accurate numbers or show proof so people can validate the value of the service your providing. Don’t say “Get 85% Conversions”, when your overall report says otherwise. This can backfire with unsatisfied customers.
Headline Formula Example: Hourly Nerd
Headline Formula #5: The Testimonial Headline
Testimonial headlines are one of the easiest ways to start getting clicks on your landing page. These headlines can add to your credibility because you’re allowing a third party to refer your visitors to you.
It can be a bit tricky to use if you’re just starting your business or you’re introducing something new. On the other hand, even if you’ve been around for a while AMA found that 83% of clients are willing to provide testimony or referral, but only 29% of them follow through. So you can ask, but you might not get as much as you want.
Sometimes you don’t need a landing page filled with customer testimonies just the ones that are the most impactful or from influencers in your industry, because at the end of the day real customers bring real results.
One key takeaway is that your landing page should speak about your customers, there should be no “our” or “we” in your headlines, that’s what your website is for, your testimonial landing page should speak only about your customers, after all that’s why they click on your headline in the first.
Headline Formula Example: Shopify
Headline Formula #6: The “How To” Headline
According to Conductor “How-To” headlines are just behind cliffhangers and comes in third as the most engaging headline.
Similar to listicle headlines, but without the heavy reliance on numbers. This type of headline helps people to see the solution to their problems right away.
The good thing about this headline is that there are a lot of different ways to write “How-To” without using the actual words. For example, you can say “How to Set Up Your Google Analytics Account” in two very different ways, like:
Easy Ways to Set Up a Google Analytics Account
Beginners Guide to a Google Analytics Account
As long as your teaching the person how to do something you’re writing a “How-To” headline.
Headline Formula Example: Mix Panel
7. A/B Test Your Landing Page Headlines.
My final tip would be one of the most important, A/B test your landing page headlines. It may seem like a lot of work, but this practice can help you to find the headline that generates the most leads.
Sometimes it’s not that the headline isn’t good, but it just doesn’t grab your target audience but with A/B testing you can find out much faster and easier than guessing.
Don’t take the lazy route of solely relying on headline analyser like SumoMe’s Headline Generator and CoSchedule’s Headline Analyzer to test your landing page headlines. They’re great for helping you to find out your headline score, but they aren’t accurate to show you which headline works best with your target audience.
If you’re new to A/B testing, it’s not as complicated as most people make it out to be. A/B Testing is simply a marketing strategy were two versions, A and B (the control and the treatment) are tested against each other. At the end you can see which brings version offers the most results.
At Wishpond we offer A/B testing tools, and your test continues until one variation is more successful than the next, back by a 95% confidence level.