What is the difference between businesses that grow and those that don’t?
Well, the answer is simple, due to one reason or another they are not able to hold on to their existing customers which is a major setback.
Since growing revenue is a priority for any company and doing repetitive business for an existing client is a lot cheaper than that of a new one. It goes without saying that customer retention is a key factor to ensure a healthy ROI.
Now that we have made it clear enough that customer retention is important, the question is how to bolster it. In this article, we are going to discuss a few things that your business can implement to increase customer loyalty.
1. Set precise expectations early
If you do not set expectations and talk those plainly, clients can without problems grow to be disappointed. they may accept as true with you may supply on certain consequences, even as in truth, the effects of the one are simplest visible in month six or with additional projects and paintings input.
In addition, your clients are coming from very different businesses. One purchaser would possibly feel that your charges are excessive, and consequently, they count on a really excessive quantity of understanding and “white glove” customer service, while for another consumer, you might be certainly one of many special business enterprise partners, and the purchaser cares greater about your ability to collaborate than take care of their emblem.
understanding these points of view and speaking cut-off dates, progress closer to dreams, what’s included in a venture, your process, your conversation fashion, etc., is critical for ensuring expectancies are met. This, in turn, will hold customers in a longe business relationship.
2. Create a solid plan for the future of the relationship
A lot of people think of the customer-company relationship to dating — and that might not be so far from the truth. Just consider the lifecycle of dating for a minute. At some point, one person in the relationship wants to whether the relationship is going somewhere.
Similarly, the desire to know that you are working toward a “next step” can be applied to a business relationship as well. The customer-company relationship can easily to fall victim to routine given everything is going great.
That becomes a monotonous bore quickly though, and chances are that the customer is going wake up one day and realize how uninspired and unmotivated the business is. This is why the management team should create and revise the relationship roadmap frequently, so the client remains excited and happy.
3. Use your case studies during the sales process
A major chunk of the sales process should be focused on determining whether your business and the prospect are the right fit.
Share your previous case studies that showcase your company’s style of communication and the process of collaboration with customers along with the results you achieved for customers. Share testimonials from current customers to really impresses upon them just how much you partner with them as well.
It’s more like researching any big buying decision. You really want to know if and how it will work before you make a purchase. If your would-be customer truly understands this part, they will be more likely to properly set expectations and be streamline in their experience once they sign on.
4. Consistent Communication is Crucial
Customers are more likely to stay with you if your product or services are delivering the expected results and ROI for them. If the customer can pin-point fact that your company has impacted or increased leads, MQLs, SQLs, lifetime value, or even their own customer retention, then they will never consider any other option than your brand.
That means you need an excellent system that tracks and reports on the metrics that are necessary for the customer, The reporting metrics should relate to the goals you established together.
Be as transparent as possible about the activities you executed, the results you’ve achieved, opportunities identified for improvements, and what you will work on next. Not only this, use a project management application that the customer can easily see how far along your team is in a project.
And lastly,
Having robust practices that retain the customer’s confidence in your business really helps them decide to stay with you longer. And having long-lasting relations with clients also reflects quite well for your organisation.
In case you have any question please feel free to contact us anything and we’ll try to answer all your queries as best as we can.
According to Sprout Social, more than 1.86 billion are monthly active users on Facebook, which includes a 17% year over year spike since 2016.
This shows how important and preferred Facebook is as a social media network. Facebook has expanded its wings and has moved beyond just a network to connect with family and friends. It is, in fact, considered one of the most important social media marketing platforms. Keeping the amount of audience that visits Facebook and its growing importance in digital marketing services, you should not ignore the dominance of Facebook advertising strategies that bring instant conversions.
A lot many search marketers are either unclear or unaware of how to advertise on Facebook. Hence, first of all, your entire social media marketing strategy has to be crystal-clear and completely in-line with your social media goals. Facebook advertising strategies also require the same logic and action.
How to build Facebook advertising strategies that bring instant conversions?
Facebook advertising strategies come in various varieties. The options include the promotion of your business page, promotion of your posts on a business page, promotion of your popular posts on which users have taken action, or promotion of your website.
A Facebook advert makes it easy to find the right people, capture their attention towards your advertisement, and get the desired results. According to KISSmetrics, Facebook ads are more like display ads than search ads. Facebook advertising strategies should be used to generate demand, not fulfil it.
If you are worried or unsure about how should you advertise on Facebook, here is the suggestion!
Figure out at which stage your Facebook advertising strategies will fit
Build ideal customer audience i.e. connect with your target audience
Display advertisements to your target audience whom you already know
Perform A/B testing of your creative advertisements
Track performance of your Facebook adverts and incorporate improvements in your Facebook advertising strategies.
QL Tech Tip:
In Facebook advertising, the ad content works well on the basis of three parameters:
1. Relevant target audience
2. Quality of content and
3. Perfect timing of posting content including timely interactions
Keeping the above mentioned three points in the mind, your Facebook advertising campaign needs to be prepared.
Facebook ads can appear in your target audience’s News Feed or right column of Facebook. Run through various types of Facebook advertising strategies which can bring traffic and boost conversions.
Types of Facebook ads
1. Page Post Engagements
These ads are basically the posts that invite you to like, comment, or share. Hence, such ads are targeted to boost engagement of the posts of your fan page.
2. Page Likes
The amount of likes serves as social proof. And hence, the higher the likes, the better the social image. These are the most popular category of Facebook advertising strategies. Because once your audience base increases through likes, it will spread awareness of your brand in their networks too if they like or share your posts.
3. Clicks to Websites
Such facebook ads are targeted to take some desired action. Such ads are best fit if you want your target audience to visit your website by inviting them to read your blog or any offer.
4. Website Conversions
These ads rather than focusing on any other information direct user to take the desired action on their CTA. These ads work best when you want to promote any special offer or limited time discount coupons.
5. App Instalments
These ads are getting attraction from the young crowd. Such ads direct users to download their app and use it rather than browsing their sites on the internet. Flipkart app, Ola cabs app, etc.
6. Event Responses
These ads are treated as special ads. Whenever any event or webinar is organized by your business and you want to promote it over social media to invite attendees, these ads are the best options.
7. Lead generation campaigns
Lead generation encompasses two elements: generating interest in your business and then capturing it. And hence, lead generation campaign advertisements often ask a target audience to take action.
8. Offer Claims
On special days or special occasions, brands prefer to go for this option to boost sales. For instance, Social Media Perth had invited people to join their special event of entrepreneurs meets on their 4th birthday, June 27, 2017.
Now let’s have a look at how Facebook advertising strategies work for a brand for instant conversions.
As seen above, there can be a variety of advertisements based on marketing goals. Before you start with your Facebook advertising campaigns, run through the below-mentioned tactics.
1. Select a campaign based on your marketing goal
For campaigns and paid advertisements, Facebook has three objective categories: Awareness, Consideration, and Conversion. According to Charlie Lawrance, “The best way to determine your campaign objective is to work backward from your goal.”
It means if your marketing goal is to generate sales for your ecommerce business, for instance, you could offer the customers of 20% discount on their first purchase to tempt them to make a transaction on your e-commerce site.
For all three categories, the structure of a Facebook advertising campaign consists of three levels. They are a campaign, an ad set, and an ad. The first level, the campaign, is the starting point of your Facebook ad.
At the first stage, you need to set the advertising goal at the campaign level, for example, get more page likes, drive more traffic, etc.
At the second stage of the ad set, you need to define your targeting strategy by organizing factors like targeting, budget, and schedule.
And, at the third stage, finally, your ads are creative visuals in the form of images or video clips which will drive your target audience your offerings.
2. Make your brand popular by creating interest in it
It is sort of creating awareness of your brand. This works best when you target the audience for such campaigns who have already liked your page and are aware of your business and social media presence. Create compelling advertisements that create interest in your brand. Such ads are best for start-ups since they do not focus on generating sales but they more work towards the establishment of brand awareness.
3. Build and test the creativity of your advertisements
The ad level is the final/third stage of the Facebook campaign structure. Your final published ad copy is going to be visual in front of your audience. So, it is imperative that you choose your image, content and timing of ad very wisely. Do not compromise on the creativity and format of your advertisement.
Facebook advertisement format is divided into 6 elements:
It is must to do A/B testing of your Facebook advertising elements to check what is performing well over others. Three elements can be tested i.e. image, copy, and timing. However, not all elements can be tested in a single experiment, do it one-by-one and check the relevance scores. If an ad is not at all doing well, replace it with another. However, introduce new ads when the relevance scores of your current ads decline, often due to ad frequency, as the best way to continue to generate results from your campaign. Moreover, frequent blunder people commit is to kill the campaign and start a new one.
4. Identify the products/services that you want to promote vigorously
If your marketing goal is maximising conversions, focus on creating campaigns of the products/services that are the best among the lot. And, you need to promote them vigorously. Through your advertisements, convey and convince your audience why they are best for them.
5. Encourage users to participate in activities
If your marketing goal is to succeed at the consideration stage, create advertisements that compel users to participate in various activities you want to perform them. Here, such type of ads is applicable for almost all brands that are looking forward to growing their subscriber base.
For example, if you are promoting your bags and purses, write a copy defining how a particular product will define their style statement and ask them to read a related blog or subscribe to your newsletters.
6. Offer incentives at the conversion stage
The conversion stage is often an important stage of your marketing funnel. At this stage, create advertisements offering some special discounts, coupons, or vouchers. These are the best when your target audience is your active fan following. Here, you can offer them the discounts on their special events like: “Get 20% off on your anniversary”, or “Get FREE vouchers worth $XX on your birthday for shopping above $XX”. Precisely, Advertise to your audience with these tactics in mind in order to increase brand trust, awareness, and overall conversions.
Conclusion
Prior to creating your Facebook advertisement campaign, dedicate your time to define your campaign strategy. It is a must for you to decide how and where in your sales funnel you can use in creating Facebook ads to grow your business.
Do share your thoughts on how effectively you are using your Facebook advertising strategy to boost conversions.
Conversion Rate Optimization (CRO) is the practice which boosts the proportion of your website visitors who perform a preferred action on your website. Primarily, it is website optimization so that larger chunk of your traffic finds it illuminating and performs your desired action.
Need for CRO testing roadmap
A number of variables need to be tested in order to achieve your conversion goal. These variables include:
Opt-in form placement, design, and draft
Opt-in bribe (or lead magnet)
CTA (“call to action”) color and copy
Testing such variables might lead you to cash on short-term success like increasing CTR to your landing page. However, to enjoy long-term and sustained success, you need to focus on CRO testing roadmap. These long-term goals include increasing MRR. Consequently, it is must to test CRO roadmap. This is because as a business it helps you to move from tactical testing to strategic testing. Based on positive results, you can optimize your focused areas of website. Moreover, it improves organizational resource planning.
According to Emma Travis, Senior Optimization Strategist at PRWD, having a testing roadmap “helps to communicate to the wider business what the ‘plan’ is.”
The major paybacks of developing a roadmap are better alignment of teams with brand visions and strategic goals. It sharps your testing in conjunction with the widespread organization and how you accomplish your goals.
The broad reasons why you need to develop a winning CRO testing roadmap includes the following:
1. Optimize resource planning
Few areas you need to decide based on your requirements, though trial and error may require. Such areas include hiring resources over outsourcing. Content writer, web designer, developer, and other vital resources can either be hired for temporary or full time basis. Considering costs and benefits, you may opt for outsourcing the same tasks. However, to decide – hire or outsource, a roadmap helps you know exactly when to hire resources for maximum impact. For example, if your roadmap reveals that you will not be testing copy till the next quarter, you can postpone on hiring a copywriter. Such tests if performed timely and wisely can save you from over-hiring and under-hiring. Ultimately, improves targeted results and your outcome.
2. Focus on strategic goals over tactical goals
In order to achieve strategic goals, one definitely needs to achieve tactical and operational goals. All long-term strategy should be wisely segmented into tactical and operational strategies. However, it does not mean that you should divert your mindset and only focus on operational or tactical goals. For example, if your tactical goal is to increase CTR by 40% and you achieve it as well. Still, it remains your short-term success only. This is because “increasing CTR” is a tactical objective, not a strategic business goal. You may see a drastic improvement in your CTR but is possible that you end up losing on revenue. It improves a specific, remote metric (CTR) without considering long-term goals. Here, a testing roadmap fundamentally outlines these tactical goals in outlook. You know precisely how short-term, tactical goals merge with long-term strategic goals.
3. Prioritize tests
Here, you may pick up any sample page of the website, say product/service page. On this page, you may run a number of tests. Such tests include:
adding “Zoom” element,
appending a size, fit and flex rating,
detailing UGC (“user-generated content”) of product images,
attaching “Customer Q&A”,
making CTA button even more prominent
4. Perform more complex tests
Often, a user restricts him with simple tests including changing font, page colour, button colour, or even tweaking a headline. Possibly, one can make the modifications in coding as well. These changes are fairly easy to work out. On the other hand, more complex tests require a number of resources working together to run the test. In larger organizations, even a team of the tester is required to sign-off on a complex test prior to running it. Such changes include modifying checkout page design to focus on free shipping, tweaking pricing table, and others.
Again, here, a testing roadmap can let you know precisely whom you need to bring on the project. For example, if you need the designer team to sign-off on a checkout page design test, you can employ them at the appropriate time.
5. Line up the rest of your business with your vision and mission
Last but not the least, especially for larger businesses, alignment of resources with organizational vision and mission is must. CRO repeatedly requires a huge amount of modifications to your business, website, and sometimes, even your business model. Undoubtedly, a testing roadmap ensures that your entire business has perceptibility into these developments.
Construction of CRO testing roadmap is a subjective matter since it differs from business to business and industry to industry…
Moreover, the field of CRO has yet not fully evolved. In spite of the availability of numerous frameworks, most of the consultants use their own customized approaches to develop a testing roadmap. Experts suggest the following simple steps construct your own CRO testing roadmap:
1. Clarification of business vision and mission
As a business, it is imperative to establish your business goal. Importantly, goals need to be SMART i.e. specific, measurable, achievable, realistic, and tangible. With reference to CRO testing roadmap, you need to have consent on how the goal is measured. It should be noted that goals relate to business and industry and could be completely different from one business to others. For an e-commerce company, a goal could be “reduce shopping cart abandonment,” while for a SaaS startup, it could be “reduce churn rate.”
Your business goal would be the course of action behind every test you run. Any test that does not help meet your goal in some way should not be run.
2. Drill down strategic goals to meet the business goal
Your business goal needs to be drilled down to the level of your strategic goal. For instance, if your e-commerce business goal is to “improve the shopping cart acceptation rate”, your strategic goals could be:
Augment checkout completion rate
Boost product prices
Enhance cart recovery email conversion rate
Enlisting such strategic goals with the help of various mind-mapping tools will ease your process of developing CRO testing roadmap.
3. Collate tactical goals to accomplish strategic goals
You need to achieve your tactical goals to accomplish your strategic goals. For example, suppose you own a digital marketing firm, your strategic goals and tactical goals could be as follows:
These tactical goals form the foundation of your testing idea brainstorming session.
4. Document on hand performance and set a baseline
Prior to moving towards brainstorming testing ideas, you need to set a baseline for your existing performance. It means you need to conduct a CRO audit to understand the areas which need either attention or improvement. At least, for your online business, you should be aware of the bounce rate, primary CTA & CTR, and exit rate. Such statistics should be noted down on the excel sheet or any other convenient application.
For example:
5. Devise testing thoughts
Once you reach till the previous step, your next suggested move is to come up with ideas to meet each of your tactical goals. These ideas should be accurate and precise. For example, be clear if you want to change CTA copy on your product page or you want to change the design and look of your product page. Each goal should be tested using various mind mapping tools. In case your tactical goal is to attach social proof on your product and services page, you might come up with solutions such as:
Demonstrate live purchases in numeric terms
Provide Klout / Moz score
Attach testimonials
6. Prioritize tests
Now it is time to identify which tests to run first. Experts suggest the following two approaches for the same.
Resource-first approach
Under this approach, first of all, a user takes stock of existing resources and identify which tests could be run with them. For example, if you have an in-house designer, you can prioritize testing product page and thank you page prior to testing other elements.
Results-first approach
Under this approach, first of all, a user prioritize the tests based on desired results and accordingly arrange resources.
Regardless of the approach that is being considered, the following two areas need to be measured:
Simplicity of execution
This measures how easy the test would be to put into practice. It is based on existing organizational resources, the capability to acquire future resources and technical complexity of the test.
Impact
This measures what is the expected impact of the test on your target metric. It is based on historical data, case studies of similar industries, and test target
Once this data is in place, you can use a colour-coded scale (Red = high priority, Green = low priority) to denote the priority.
7. Build up your testing hypothesis
A hypothesis is an assumption made from facts that serve as the starting point for any experiment or examination. Every flourishing A/B test typically has a hypothesis associated with it. This hypothesis has three components:
Assumption: what is assumed is true on the basis of past experience and available data
Experiment: what is being experimented is focused on a single variable and is logically consistent with the assumption
Expected outcome: need not to be precise but should be able to reveal the expected trend
For example, the assumption is CTR for the button given on the website is low since it is not prominently placed. It can be experimented by modifying the size, style, or colour of that button to test its impact. The results of the experiment could be measurable like changing CTR button resulted in a 2% lift in conversion rates.
8. Collate all in one place
In case, you have successfully travelled across the above-mentioned seven points, you would have a strategic goal, various tactics to accomplish that strategic goal and prioritized testing thoughts for each of those tactical goals. Now it is the perfect and right time for you to collate them into a testing roadmap.
At the very least, you should note the following:
Apart from the above-mentioned checkpoints, you can also consider your baseline and target for the metric you are testing (such as CTR or bounce rate).
For ease of data and derived information, it is advisable to note all of this in a separate spreadsheet at the end of your exercise. It is worthwhile to keep this document practically open-ended and flexible.
9. Plan your tests
Once the entire data is filled up in your spreadsheet along with testing ideas, it would be easy for you to implement CRO testing roadmap.
Now you know how to devise a winning CRO testing roadmap. For your online business, you now need to run a CRO audit, list your strategic and tactical goals, prioritize tests based on execution ease and at last, RUN the test!
The internet has not just been a tool for easy communication in the modern world; it has become a place for businesses to thrive and grow. As the internet becomes available to more and more people, and they learn about the things that can be done with it, the competition gets tougher. There are millions and billions of websites out there, and you need to get people to visit yours out of this vast sea of content. Well, does not seem like a simple task does it?
Why work on Landing Page Optimization?
Your landing page is the first impression that the audience receives your website. This means that the prospect of the visitors exploring further reaches of your website is almost entirely dependent on the way the landing page is structured, designed and tailored. It is like judging a novel, where, the cover page is your landing page.
How can you optimize your Landing Page?
There is a process called Landing Page Conversion Optimization Process a.k.a. LPCO Process, which acts as a guide to improve the conversion rates of your website.
Conversions
Requirements:
Before you actually begin to sit down and design the landing page, you must have a detailed draft of what exactly you need on the web page.
So, how can create this draft?
The draft should give a clear idea of your business goals as well as the user’s goals. For this, you first need to have clarity as to who your target audience is. Once the target audience is defined, you can add to the plan by asking questions like, “What is the target user looking for?”, “What will appeal to the target user?”, “Will the target user understand it?” and so on.
“When a man walks into a room, he brings his whole life with him. He has a million reasons for being anywhere. Just ask him.” – Don Draper, Mad Men.
2)Design:
Once you have the matter written down, then the next step is to design it in the most appealing manner.
In the fast-paced world, remember the principle of “Less is more” while designing the layout.
So, there are certain specifics that you need to put in the layout, which include the following:
Reasonable Header: The keyword here is reasonable, so do not overcrowd the top of your page with loud designs and content. Try and reserve not more than a quarter of your page for the header.
Headline: Everything you are in five words or less.
Subheader: An elaboration of the above in eight words or less.
Image: People believe what they see, and besides, images attract attention.
Call –to action: This is essential as it tells the target user what he/she needs to do to have a fuller experience of the website.
Trustmarks: These include reviews, testimonials and space for suggestions and discussions, in order to create a bond of trust and understanding with the user.
List of Key Points: Quick summary of everything without stalling too much on the intricate details.
Social Proof: things like social media post, the number of shares, case studies and reviews from other users so that visitors to your site know that you are doing something socially intriguing.
Reasonable Footer: Same as the header
3) Implementation:
Once you are done with visualizing and mapping down the above two points, you have essentially created the design of your page. This design now needs to be implemented in the online space, whereby you use the backend tools and processes to make your design come to life the exact way that you had visualized it.
4) Verification:
You need to verify the design that you implemented to make sure that everything is functioning smoothly. Go to the landing page, take the conversion – not just as yourself – but channelize and recreate the persona of several target user types, so that you see and utilize your design from their perspective. Create custom reports to analyze the success or failure of the new design.
5) Maintenance:
Based on the verification results, changes need to be made to optimize the webpage in the best possible manner, utilizing the best options from the point of view of your target audience.
Even with a successful implementation and verification, your job is far from done. The Internet is a constantly changing environment and upgrades periodically. Your web-page needs to be in tandem with these updates so that you are not left out in the mix.
A dose of insight: according to psychological terms, the Reptilian Brain or the most primitive part of the brain is responsible for making the decision to click through to your landing page or any other part of the website. Hence, it pays to be as simplistic and direct as possible when designing necessary parts of your landing page.
Optimization
In order to optimize your page to the fast-paced world of your consumer, you may find these techniques to be quite helpful:
Pre-populate cursor: If the landing page has form fields, then one of the quickest ways to reduce frictions – facilitating a higher rate of conversions – is by pre-populating the cursor to the first field. This essentially involves the cursor blinking at exactly the place or blank that you need the visitor to fill or consider first. In this case, the cursor acts as a guide for the visitor when he/she comes onto the website. Seems simple, but actually, this slight change can cause a significant difference.
Eye Tracking: Eye Tracking tracks the movement of eyes of the visitor when he/she comes onto the landing page. Implementation of such technology and feedbacks on the same help you decide what is working, that is, what grabs more attention and what does not. This, in turn, will help in the improvement of the page by telling you what needs to be changed or improved.
Measurement:
This involves the testing and overall understanding of which aspects of the website work well and which do not. Some of the essential elements that can be tested and improved accordingly include the following:
It is simple. You have to first create two versions of your landing page, A and B. One of the pages, say A, has the essential changes and improvements in the above-mentioned aspects, while the other page, B, does not.
Randomly, some visitors are redirected to page A and some to page B; the conversion rates from both can help decide which measurements are working for your page and which need to be discarded.
Conclusion:
LPCO shows vast scope for improvement for the majority of pages out there. Statistics speak that that landing page conversion varies by 2.4% for average pages, and by 5% for top-performing pages.
This just stands as a reminder that the degree to which you can exalt your website with regards to landing page optimization is limitless. You can be one of the first people to create optimization standards that have not been explored yet. So, what are you waiting for? Go, experiment!
