marketing strategy

In simple terms, conversion marketing is a group of tactics to encourage visitors to take a certain desired action. Let’s understand this concept a bit better and you will see why you need it NOW.

You’ve probably heard “conversion marketing” tossed around a lot , especially if you sell online via an ecommerce, subscription or a lead generation site. But, what is conversion marketing? How is it different or relates to conversion rates, conversion rate optimization, or cost-per-conversion — maybe even to the famous “content that converts” offered by many copywriters?

If only a single visitor converts, you don’t need more visitors. You need more conversions.

For many business owners and even for experienced digital marketers, it can be easy for all these terms to blur together. Let’s take a closer look at conversion marketing and how it can positively impact your online revenue?

What Is Conversion Marketing

Most online marketing strategies have the same goal: generating revenue. This revenue could be derived from sales, subscriptions or leads, depending on your product or service.

Whereas many marketers focus on gaining website traffic to increase revenues, conversion marketing works to make your existing traffic more valuable.

Why? Because conversion marketing is designed to draw value from each visit.

Conversion marketing aims to increase leads and sales by focusing on the visitor’s experience to persuade them to convert. This “conversion” could be any action or actions that you want a user to perform on your website. From making a purchase, to signing up for an email list, completing a form, subscribing or clicking a “call now” button. Every time a user takes that action, you’ve made a conversion.

Same traffic. More revenue.

Since the goal is to increase your conversion rate by moving a visitor closer to becoming a paying customer, you can see why conversion marketing or conversion rate optimization is crucial.

Conversion Marketing. If only a single visitor converts, you don't need more visitors. You need more conversions.

If you’re struggling to convert, you don’t need more visitors. You need more conversions.

This approach uses behavioral research, persuasion science, and data to determine how best to make your website a vehicle for success.

Understanding what your current and potential customers need is important in all aspects of marketing. But understanding how we can change the behavior of site visitors is of vital importance to conversion marketing. Whether it’s designing, writing, or developing creative website content, the focus is on getting more leads, increasing the number of transactions, increasing order value, etc.

The Key Reasons Why you Need Conversion Marketing right NOW

We just saw how conversion marketing, when properly implemented, can improve conversions and positively impact your profits. And if you are not focused on conversions and profits, what is the goal of your website?

If increasing conversions is not enough, then consider these reasons:

Looking for a conversion optimization marketing partner? We’ll help you build, measure and earn. Image via Unsplash.

Looking for a conversion optimization marketing partner? We’ll help you build, measure and earn. Image via Unsplash.

  1. Improve the Quality of your Conversions: Bigger shopping carts, returning customers, better quality leads, lower cart abandonment rates.
  2. Don’t let your hard earned (or paid for) traffic go to waste. Make every visitor count. You vested time and money on your social media channels, paid ad campaigns and organic efforts. Convert each and every one of these prospects/opportunities.
  3. Increase Profit Margins by lowering cost per acquisition.
  4. Let Conversion Marketing Metrics be your alarm system. Quickly identify issues to discover and implement a solution.
  5. Identify the low hanging fruit (where you will get the most bang for your buck) by measuring conversions or truly know your customer and leverage personalization strategies that convert.

Looking For a Conversion Marketing Partner?

Did this article get your juices flowing? Are you anxious to start boosting your online profits? We are just a phone call away.

Hiring your very own team of conversion optimization experts guarantees that you hit the ground running. Faster. Bigger. Better. And 100% unbiased.

How Conversion Marketing Drives Sales and Revenue Growth

One could argue that “impacting the bottom line” is the whole point of conversion optimization. The approach is powerful for ecommerce shops, and is used by subscription business models and lead generation sites to bring in more and better leads.

There are four major ways conversion marketing drives sales and revenue growth:

Let the data guide you

Your visitors are speaking to you, but you may not hear them. They are speaking with their visits, their clicks, their scrolls and other actions. They speak to you through web analytics.

Through research and analysis, you have a higher chance of creating effective online experiences. This means launching fewer duds and having a website that delivers what your visitors want. You’ll reduce your lead acquisition cost and increase the value of every visitor.

Get another chance to convert: Lead Nurturing & Repeat Customers

Studies show that nurturing existing subscribers, leads, and customers is five times more cost-effective than going after new ones. Whether your goal is to cross-sell, upsell, or bring leads back to the pipeline through remarketing, conversion marketing provides strategies to do just that.

Optimize for Your Audience(s)

Every customer is different — paid search versus organic visitors, new visitors, returning site visitors, desktop visitors, mobile — and these groups should not be treated the same. You can improve the conversion path for one group, only to annoy another. They can cancel each other out. With a conversion marketing approach, you gain detailed understanding of the specific users that come to your site and can optimize your marketing for each of them.

Quickly Fix What’s Not Working

The faster you learn where your marketing process falls short, the faster you can change it. Conversion marketing uses a variety of strategies to help you pinpoint barriers to conversion, whether it’s a confusing message, a clunky form or some other friction point.

Conversion Marketing Tactics

Lead generation and ecommerce businesses benefit from a range of optimization tactics. Here are some of our favorites.

Enjoy!

Find out if your website is ready for a full-press conversion optimization.

Here are 6 very smart ecommerce strategies that will help you minimize the impact of COVID-19 on your business revenues. Take notes.

We like to make business decisions with data. We’ve looked at the data that is available about the coronavirus, COVID-19. Based on our analysis, we believe there is going to be a change in character of the web traffic for many of our ecommerce customers.

These challenging times have already impacted supply chain and will continue to have a serious economic impact on businesses in the future. But there’s always winners, even during recessions.

  • The closing of physical stores may drive more online business. We want you to be ready for this.
  • The closing of offices, factories, and warehouses may disrupt supply chains. We want you to be ready for this, too.

As always, we want to help you minimize the negative impact of COVID-19 pandemic on your ecommerce store and embrace the positive.

Don’t Go Down Without a Fight: Six COVID-19 Ecommerce Strategies from Smart Businesses

According to behavioral economics, our memories are enhanced during periods of high emotion. The uncertainty created by the coronavirus and its financial impact is putting all of us into an emotional state.

What you do now will be remembered by your customers and prospects more than at any other time in your relationship.

Adding some certainty back into the equation is a great way to position your online shop for a big big recovery.

We work with a variety of businesses all of which are grappling with the same question:

How are we going to survive this (and maybe even thrive)?

We thought we would share some of the ecommerce strategies they’re putting in place to cope and recover.

Pull back. Save money. Cut expenses. Slash programs. Wait and see. Your competitors are pulling back. Make the most of this. These are strategies every business in America is facing, even if you are unaffected by the virus. These are strategies in times of uncertainty.

These are defensive strategies.

There are offensive strategies you can implement as well. Your approach will determine if you take market share during this time or not.

If you are getting slammed by new online shoppers, you need to cut acquisition costs and support your existing customers. If demand for your products has cratered, you need to eek as much value from this traffic that isn’t buying right now. They will buy again. We promise.

Here’s what the smartest ecommerce businesses are doing right now in the face of the coronavirus.

1. Best Ecommerce Strategy to Minimize CoronaVirus Impact on Revenues: Reposition Your Products for New Visitors

More than eight in 10 (85.6%) respondents ages 60 and older said they were likely to avoid shopping centers and malls. That’s not surprising given that COVID-19 has hit older people the hardest, but it may have an unintended consequence on their shopping habits. emarketer

When your customers change, your messaging should change.

Flexispot was quick on their feet. The world shifted and now the world needed to setup their home workspaces. Flexispot shifted with them.

Best ecommerce strategies to minimize Covid-19's impact on revenues: Flexidesk before and after image

Flexidesk before and after image.

Be careful with this. You don’t want to make tone-def mistakes like many companies. This can come across as profiteering.

Not so Smart Ecommerce Strategies: Pure Herbal bad corona virus example Bobby Hewitt

Pure Herbal may appear to be profiting from a bad situation. Source Bobby Hewitt

2. Traffic Dropping? Focus on Existing Customers to Minimize Impact of COVID-19 on Revenue

Why spend money on acquiring new customers if they just aren’t buying. Spread some love on your existing customers.
Free products. Free advice.

What could you do during this time to make your existing customer feel loved.

Most businesses are simply telling their customers whether or not things are business as usual. Others are using this to let their customers know that they’re with them.

IKEA’s ecommerce marketers sent an email to their IKEA Family members offering advice on how to setup an office space in their home.

Smart ecommerce strategies on times of coronavirus: IKEA emailed existing customers offering tips on setting up a home office.

IKEA emailed existing customers offering tips on setting up a home office. Source Dennis van der Heijden

3. Smart Ecommerce Strategies when Conversions are Down: Grow the List

People aren’t spending money like they were a few weeks ago. This doesn’t mean you can’t get value from them.

Use this time to build your list. The most successful ecommerce companies are very good at email.

Conversion Optimization is getting the most value from every visitor to your website.

Here are some options for building your list when visitors aren’t buying.

Offer Content Instead

Offer something of value directly related to your customers. Of course, the virus itself is fair game. How will people who normally buy your products go on without them?

It will be quite easy to create a small report “Six alternatives to ___________ during the COVID-19 outbreak”. Insert your product.

Why would you tell your visitors how to live without your product? If they need your product, but aren’t able to buy right now, you’re doing them a real favor.

You don’t have to go to this extreme. But you must offer relevant content, something that will entice qualified visitors to share their name and email address.

When things begin to recover, the people on your list will be well-qualified future customers. And you will have their name and email address.

Offer Free Products: Think of them as Free Trials

Here’s another smart ecommerce strategy to minimize the pandemic’s impact on your revenues. If you can’t sell it, give it away. At least you’ll be building a list of future buyers and taking market share from your more timid competitors.

One of those sectors that will boom as more employees work from home is online video conferencing. One company sells online video conferencing, virtual meeting rooms and secure instant messaging.

Even though business is booming, they are offering their service for free to non-profits and healthcare professionals. Why? To help the cause and to gain customers who may buy after the crisis recedes.

Minimizing the impact of COVID19 on ecommerce stores when conversions are down: RingCentral home page notice.

RingCentral home page with an excerpt from their coronavirus offer page.

Popups and Sticky Bars

When you enter an ecommerce site, you are likely to get a popup offering you a discount code in exchange for your email address. If people have stopped buying, however, discounts won’t work.

Replace them with your content or free product offers.

Sticky bars are another way to inform your visitors that you are offering things for which they may want to give you their email address.

The beauty of these solutions is that they can be implemented easily without changing your entire website. Services such as Optimonk, OptinMonster, Hello Bar make it easy to implement these on your site with minimal IT intervention.

We recommend trying these approaches:

  1. “Welcome mat.” Opens when the visitor arrives.
  2. “Jilted lover.” Also called an exit-intent overlay, it displays when a visitor is leaving the site.
  3. “Wheelie popper.” Popup that appears when the visitor scrolls a certain distance down the page.
  4. “Poptart.” These ads pop up after a certain amount of time passes. Like a toaster pastry.

4. Media Strategy 101: Do you need to advertise products that are going to sell out anyway?

We did an analysis for one client who was getting rushed by new online buyers. We found that most of the purchases were coming through paid search ads. The acquisition cost of this traffic ate up much of their profit compared to organic search, email and other channels.

So, they responded by decreasing their ad spend and letting the other channels buy.

5. Getting Slammed? Focus on profitable traffic.

Several of our clients are getting slammed right now. Some for obvious reasons. Some for reasons we can’t fathom.

This creates a problem, however. In a worst-case scenario, the virus will shut down the factories and warehouses that are needed to replenish depleted inventories.

The solution: maximize profits on the inventory you have.

We don’t consider it ethical to jack prices up in order to decrease demand. The demand is going to be there regardless of the price.

But you may want to reduce spending on high-acquisition-cost channels in favor of lower cost channels.

6. Unexpected Ecommerce Strategy to Minimize COVID-19’s Impact on Revenue: Digital end-caps

End-caps are the displays you see at the end of the aisle in grocery stores. They are used to increase product sales, like putting gum and candy at the checkout stand. You can use this technique in your digital store.

For example, promote in-stock products on the pages of out-of-stock products.

One of our clients sells industrial safety gear online for manufacturing and construction. They stock respirators, gloves, and other products in high demand due to the virus. They also sell products that aren’t getting depleted, such as spill containment kits and work gloves.

The in-demand products are bringing a whole new segment of visitors to their online store. Just because there is a virus doesn’t mean that these new visitors don’t need those other products.

By strategically placing messaging over products that are depleted, the company can position in-stock products for purchase. They are also communicating their offering to a whole new group of visitors that may not have been familiar with their brand.

Who’s going to do all of this?

If you don’t have the resources to implement these marketing strategies, let us help.

For several of our clients, dropping traffic volume means we can’t run as many tests as usual.

We have excess capacity.

Our COVID-19 response package is inexpensive and can be implemented very quickly.

  1. Review your analytics to determine where you should stop spending and where you should double down.
  2. Identify the strategies from this list that apply to your business.
  3. Setup the necessary tools to support the strategy.
  4. Design several versions of the creative and copy.
  5. Launch, monitor and measure.
  6. Adjust based on the data.

We can offer all of this for a lot less than the money you’re losing right now. Why? Because we hope that, when things return to normal, you’ll want some more of our data-driven strategies on your site.

Jump on a call with us today to see if you qualify for this amazing offer.

Marketing departments are understaffed, overworked and required to do quantitative and creative work. No wonder marketers are struggling. How does Erin Collis deal with the variety of tasks all marketers face? What can leaders do?

Why Marketers Struggle, with Erin Collis

Subscribe to the Podcast

iTunes | Spotify | Stitcher | Google Podcasts | RSS

F. Scott Fitzgerald is credited with saying “The test of a first-rate intelligence is the ability to hold two opposed ideas in mind at the same time and still retain the ability to function.”

But most marketers are holding dozens of ideas in their minds, many of which are in opposition. And then these poor souls are expected to be creative and thoughtful amidst all of this.

I experience it. The people that attend my seminars and workshops experience it. And I believe it is a barrier to a culture of experimentation in marketing, product development and more.

I can bring book authors or consultants or titans of the industry on the Intended Consequences podcast any day, but today, I want to help you step outside of yourself.

Erin Collis and Brian Massey on Intended Consequences Podcast

Erin Collis and Brian Massey on Intended Consequences Podcast

Carl Jung defined Projection as our tendency to project subconscious thoughts onto other people. He believed studying our thoughts about others would lead us to breakthroughs in our own life and work.

I want to help you see your own challenges through the eyes of another marketer like yourself or the people on your team. It is difficult to see ourselves in motion, so you’re welcome.

Erin Collis has a lot on her plate, as I suspect you do. Erin is Marketing and Communications Manager at Corradi USA. I picked her almost at random to join me and talk about the challenges of being a digital marketer in 2019.

She attended one of my full-day workshops, but we aren’t going to talk about that. Instead, I want you to listen to the advice you would give her. My guess is that this advice is exactly what you need.

As you listen, pay attention to what you are projecting onto our conversation. Would any of those thoughts apply to you?

As always, stick around after the interview for my “When you get back to the office” segment.

Marketing mix.

From these magazine [ads] we can’t see what’s happening with them, or if they’re even making an impact.

Agency digital marketing data.

The data that [the agency] sent to us, we couldn’t understand. And we didn’t see any uptick in sales or recognition.

Building and maintaining relationships (digitally).

A majority of our business currently is offline business, but the value that we have to offer our customers — our dealers — is offering them services making it easier to sell the product.

When you get back to the office…

I found our discussion about creative time most interesting. When do you get to settle in and write, or design or get curious?

For me it’s Friday afternoons and certain mornings that I delay coming into the office.

But I realized I never put that on my calendar. I never carve out time to let the competing thoughts in my head quiet down and let my curiosity take the wheel for an hour or two.

Do you do this? Should you do it more?

That’s all this week, scientists.

Subscribe to the Podcast

iTunes | Spotify | Stitcher | Google Podcasts | RSS

How is Curiosity related to Creativity? What are the barriers to your curiosity? Find out how to spur the curiosity of yourself and your team.

Experimenters. You know the type.

As children, we call them “precocious”. They’re the ones who are always asking, “Why? Why? WHY?”

In middle school, they were sometimes called “mischievous,” seeming unable to resist finding out what would happen if…

In high school, they were called “nerds” because they seemed to obsess about the most unusual things.

As adults, they brew beer, collect anvils, travel, rebuild car engines, watch birds, and join fantasy sports leagues. They seek to understand the rules of some endeavor, and then figure out what happens if they break those rules.

Yes, this is pretty much everyone. In some area of our lives, we all find ourselves obsessing about how things work, why they work that way, and what we could do to make things better.

Unfortunately, the area of our lives that we spend the most time on isn’t the one we are most curious about: our work. How many experimenters do you work with — the kind of people that make you ask, “When did you have time to do that?”

If your answer wasn’t “I am that person,” I have to ask the question, “Why?” What has dampened your curiosity?

It turns out there are four factors that limit our curiosity. My guest, Dr. Diane Hamilton documents them in her book, “The Curiosity Code.” She evaluated me, and I was surprised at what I learned about the limits of MY curiosity.

The Relationship Between Curiosity and Creativity with Dr Diane Hamilton

The Relationship Between Curiosity and Creativity with Dr Diane Hamilton

Curiosity with Dr. Diane Hamilton

Subscribe to the Podcast

iTunes | Spotify | Stitcher | Google Podcasts | RSS

Dr. Diane Hamilton is an expert in emotional intelligence and behavioral science. She is an author, radio host of “Take the Lead Radio,” and creator of the Curiosity Code Index – which we will dive into on today’s episode.

Curiosity is a topic that is at the core of everything marketers do. We’re all about experimenting, discovering data, and getting answers when it comes to website redesigns, launches, and campaigns.

More importantly, I think that curiosity is a doorway into the mystical peak experiences called “Flow.”.

So anything that limits my curiosity is something that needs to be addressed. Let’s find out what the four limiting factors are and how I scored on her evaluation.

We all start off curious.

When you get back to the office…

When do you feel it’s OK to put your work down and play? Or learn something new?

For me it’s often on Friday afternoons, when the deadlines are met, and things are winding down. I’ve gotten purposeful about tapping these natural times when the bonds of my mind relax, allowing me to follow my curiosity.

The other time for me is when I’m on a deadline. I allow myself to renegotiate a deadline if I’m learning something that will improve my performance long term.

When do you find yourself following rabbits down holes?

Do you feel guilty?

Does your team support it? Do they even know about it? Why not?

How could you configure your work world to indulge these moments of exploration?

I recommend you take Dr. Hamilton’s Curiosity Code Index and see what’s in your way.

An example of Brian Massey's Curiosity Code Index

An example of Brian Massey’s Curiosity Code Index

Resources and links from the Podcast

Subscribe to the Podcast

iTunes | Spotify | Stitcher | Google Podcasts | RSS

How often do your landing pages break promises made in your ads or newsletters? Here’s an example that may hit home.

This is a tale of two companies who can’t afford to blacken their reputation any more than they already have.

It is the story of one letter, one landing page and a broken promise.

Experian doesn’t have many friends in the public domain. Their main job is to prevent people from getting homes, cars and frozen pizzas. Their second job is to make it hard for victims of identity theft to redeem themselves.

Adobe is a company who gave 2.9 million of their customers’ account information to thieves.

I love my Adobe software, so I was philosophical about the security breach. I got a nice letter saying that they’d hired Experian to make sure I didn’t fall victim to identity fraud.

The letter gave no hint of irony.

“You have until February 28, 2014 to activate this complimentary credit monitoring membership by using the following activation code: XXXXXXXX. This code is unique for your use and may not be shared. To enroll, please visit http://www.protectmyid.com/adobe, or call …”

I visited the link in the letter. The letter made a clear promise and this link contains a promise by including the word “adobe” in it.

The link sent me here:

This landing page broke a promise made in a letter.

This landing page broke a promise made in a letter.

No blank for an activation code.

No mention of Adobe on the page.

A broken promise.

I took the time to try to sign up. They wouldn’t take my activation code.

The best brand experience is giving visitors what they expect. These companies are pissing on the people they have already let down.

How many times are your ads making promises that your landing pages are breaking?

When Landing Pages Break Promises UPDATE

The landing page has changed. Now THIS is a promise kept:

This landing page from Experian keeps the promise.

This landing page from Experian keeps the promise.

This is a landing page that keeps Adobe’s promise. My only criticism of this page is the use of stock photography, which we call business porn.

Related reading: What Keeps Visitors from Converting on your Site?

Now, where did I put that letter?


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

We explore how intelligent marketing technology stacks can help marketers manage their omni channel marketing strategy. Plus, the perils of walking the line between creativity and efficiency. And at the very end, the very own Brian Massey, gives a formula to start prioritizing our traffic-driving investments.

Digito Marketus:

This is a species of primate known generically as digital marketers. During the day, it’s natural habitat is tall square nests built for it, called offices. These are social animals that travel in groups called “departments.” They work alongside other species, such as Neandersales and Blockus ITeas.

This clever species forages through forests of audiences dining primarily on the fruit of the prospect tree, which they share with a symbiotic species, the Neandersales.

This species is known for working in places with scarce resources. They have evolved to flourish with very little. As such, they must be highly creative AND they must be efficient..

They are advanced enough to use tools that help them make fewer mistakes, giving them time for more creative pursuits.

If you’re listening to this podcast, you are either Digito Maketus or manage a department of them.

My guest today studies this species for a living. And — surprise — she actually is a member of the Digito Marketus.

Lindsay Tjepkema (Chep Ka MA), Director of Marketing for the Americas at Emarsys, is a marketer who markets to marketers.

Do you know "Digito Marketus" or are you one of them? Then listen to this podcast on how to walk the line between creativity and efficiency with marketing technology stacks for the omnichannel strategy.

Podcast: Digito Marketus is a species commonly known as “Digital Marketers”

Lindsay Tjepkema | Using Marketing Technology Stacks to Create Stacks of Cash

Subscribe to the Podcast

iTunes | Spotify | Stitcher | Google Podcasts | RSS

Resources and links discussed:

On this episode of Intended Consequences, we come to understand how this fascinating species walks the line between creativity and efficiency, crayons and spreadsheets, design and databases.

We’ll talk about how she uses marketing technology stacks for the OmniChannel strategy to create stacks of cash.

We lure Digito Marketus out of its nest– using a trail pens, thumb drives and t-shirts emblazoned with corporate logos — and ask some important questions.

What is it that drives your creativity? What are the roots of your experience that lead you into this role? And how do you balance this creative desire with the need to be efficient and data-driven?

On every episode of this podcast, we give you one technique to challenge you as a marketer, manager or business owner. So, accept the challenge and take your business or practice to new heights. It’s at the very end of the podcast.

Intro to Marketing Technology Stacks for the OmniChannel Strategy

I think marketers really just need to know what what’s available to them and how how to use it so that they can be more successful.

During this podcast, I want to ask that you actively participate in this conversation. What I mean by that is – while I’m asking Lindsay questions, I want you to asking yourself those questions. For example, when it comes to marketing what does success mean for your organization?

And to dig even deeper, Lindsay and I go into this question of “why is it that marketers seem to struggle to get to that next to the next level of success? Are you struggling?

This conversation with Lindsay will start with me first asking how she measures success.

If you want to connect with Lindsay Tjepkema or Emarsys and Host of the Marketer + Machine podcast. You can check her out at emarsys dot com and her podcast.

We talked about knowing the value of a lead on this episode. If you sell stuff online, it’s easy to know how much a transaction is worth. But what if you generate leads or email list subscribers?

When you get back to the office (a formula to start prioritizing your traffic-driving investments)

When you get back to the office, try to put a dollar value on your leads or subscribers — even if you’re an eCommerce business, you must be using an email list.

THIS DOES NOT HAVE TO BE ACCURATE. What you want is a dollar value that you can use to prioritize what you’re investing in. It will require you to look in Analytics and possibly the customer relationship management system your sales team uses.

It’s basically, the revenue generated from your Website divided by the number of leads you generate.

It requires you to understand how many leads or subscribers you’re generating and then how much revenue you are getting from that.

Don’t let silos get in the way. When you don’t have real data, estimate.

At the end of the day, you’ll be able to say, “we generated 100 leads last month. That’s $2500 dollars in our pocket!

Alright scientists, that’s it for this week.

When you think of the machine that is your online business, what do you picture? Do you see something organic? Something mechanical?

I think it’s helpful to pick a vision. The marketing and sales functions are too complex. The tools and channels are changing faster today than at any time in history. Thanks, internet.

The advertising, marketing and sales process.

Vizualize your marketing machine to make good decisions about where to invest.

Visualizing the process helps us focus on the pieces one at a time, instead of being overwhelmed by the mass of moving parts that feed our pipes, funnels and drips. When we work with clients, we tend to talk about knobs.

Here’s what I mean.

Our Marketing Machine Looks Like A Scientific Instrument

The most powerful metric for an online marketing ecosystem is acquisition cost.

The lower your acquisition cost, the higher your profit.

The lower your acquisition cost, the cheaper all of your advertising becomes.

The lower your acquisition cost, the more places you can afford to advertise.

But acquisition cost isn’t a dial you set. It’s the product of several dials.

The Acquisition Cost Spectrophotometer

We control acquisition costs using a device called the “Acquisition Cost Spectrophotometer” (ACS). This powerful device has two dials.

1. Traffic cost

2. Conversions — Typically leads or online transactions

We plug the ACS into any incoming channel — search engines, email, referrals, social media and so on. Then we begin to play with the knobs.

If we increase the traffic costs, but the conversions stay the same, we increase our acquisition cost, and the little red warning light turns on. If we dial down the traffic costs and keep the conversions the same, acquisition costs go down, and the red warning light goes off.

So, if we can increase conversions without increasing traffic costs, we get all the benefits of a lower acquisition cost. And for the paid search channel, we can actually lower the traffic costs by raising the conversion rate because Google rewards ads with effective landing pages by placing them higher on the search results pages.

Mathematically, the acquisition cost is calculated as:

Total Traffic Cost/Conversions

OR

Total Traffic Cost * Conversion Rate

If we put our metaphor down for a moment, we know that each of these “knobs” actually involves an entire process. Our “Traffic Cost” knob is controlled by an advertising and media team focused on getting the highest quality clicks for the fewest dollars.

Our “Conversions” knob is a metaphor for a team of data scientists, developers, designers and test techs focused on delivering the right experience to entice action.

All the marketer needs to do is determine if they should be investing in traffic or conversions, then fund the teams accordingly.

Vectron Conversion Analyzer

These are the primary knobs you turn when optimizing for conversion.

These are the primary knobs you turn when optimizing for conversion.

The Vectron Conversion Analyzer doesn’t actually exist, but we can visualize ourselve adjusting the knobs as we optimize our site.

When focused on optimizing a website for a given traffic channel, there are a number of knobs we control. I visualize a “Vectron Conversion Analyzer” as a metaphor for our process.

This amazing device allows us to control a number of “ingredients” that can lead to more conversions for any given traffic source. If you read this column, you’ll be familiar with most of the knobs on this little gem.

Value Proposition

The headlines, text, and images that spell out the value being offered by your company and products. Answers the question, “What’s in it for me?”

Layout and User Experience

The way the design draws a visitor’s eye to the important parts of each page and the cues that move them step-by-step along their exploratory journey.

Should important information be moved above the fold? Is there a visual hierarchy that tells the visitor what is important?

Credibility And Authority

A site design’s first job is to make the site seem credible. It should communicate that the company and products represent an authority in the solution space that it occupies.

Trust And Security

The visual cues that tell a visitor that the site will treat any information exchanged with care and veracity.

Social Proof

What do others like me think about this company, site and products?

Splitting The Signal

The Vectron machine splits the traffic up, allowing us to test different settings at one time. This is how we determine two very important things:

1. What is lacking from the site that visitors expect.

2. By how much each change increases the site’s performance.

AB Testing gives you the feedback on your conversion optimization work.

AB Testing gives you the feedback on your conversion optimization work.

Visualizations That Help You Prioritize

We rarely have the budgets to invest in every part of our marketing machine. Having a metaphor by which you can visualize the pieces working together offers a powerful way to decide how to invest over time.

Using the visualization at the top of this page, you may not have any luck seeding your brand clouds with advertising until you’ve built brand awareness. When it rains, you should invest in the downspouts that drive leads into the soil of marketing.

If your sales close ratios aren’t flowering, you may need to look at the quality delivered by ads and conversion together. Once you have a low acquisition cost, you can again invest in more expensive advertising channels to seed your brand’s rain clouds and bring the rain.

Returning customers are worth more than you think. So, here are 4 easy to implement ways to increase customer retention and customer retention rates.

If you’ve listened to any of the top conversion experts lately, you’ve likely noticed them distancing themselves from the word “conversion”.

While the goal of “conversion optimizers” is ultimately to increase revenue, the term is often misinterpreted in a market where acquisition receives an unhealthy level of focus.

Today, we want to spend a little time talking about something that is as important to optimization as the rate at which you acquire new customers.

Customer retention.

You probably already know the statistics. Acquiring a new customer is 5 to 25 times more costly than retaining an existing one. A joint study by YotPo and Riskified shows that while returning customers make up only 15% of all the shopping online, they account for a third of all online shopping revenue and spend 3x more than one-time shoppers.

Returning customers are worth more than you think. So, here are 4 easy to implement ways to increase customer retention and customer retention rates.

And yet the focus on customer acquisition remains strong.

We get it. We spend the majority of our time talking about acquisition here at Conversion Sciences, but it’s important to remember that converting 50% of our visitors isn’t worth a whole lot if we can’t retain any of them.

4 Ways to Increase Customer Retention and Customer Retention Rates

You can’t have growth without retention, so today, we’re going to be discussing 4 straightforward ways to improve your own customer retention.

#1. Focus on Value over Loyalty to Retain Customers

First things first.

There’s a lot of talk in the retention space about creating “loyal” customers. Everyone wants loyalty, and many businesses mistakenly believe that if customers are members of a loyalty program, they are in fact “retained”. But as Taddy Hall notes, many people participate in loyalty programs simply for the chance of occasional savings and are part of the competitors’ loyalty programs as well. In other words, they are presumably “retained” by “four or five competitors in the same industry”.

Data from COLLOQUY, a provider of loyalty marketing research, shows that although the average American family holds membership in 29 loyalty programs, they are only active in 12 of them. In other words, only one third of the loyalty programs actually translate to customer retention.

If this sounds an alarm in your minds… good. It should!

Creating a membership program and slapping the word “loyalty”on it is in no way an automatic means to increasing customer retention rates. Frankly, loyalty isn’t even what we should be aiming for.

Ultimately, value is what creates loyalty, and by extension, value is what we should focus our efforts on creating. When you offer more value than your competitors, loyalty is a natural byproduct.

So, How do we Define Customer Value?

That’s an insanely cliche word – “value” – so let’s wrap some meat around it. As Katrina Lerman writes for AdAge “we are loyal to the companies and retailers who show us they understand us through the products they offer and the customer experiences they create.”

Let’s say I have an app called Imgur that I use to scroll through interesting images and visual resources and occasionally favorite them. Now let’s say that myself and about 50,000 of my online friends have been clamoring for Imgur to add a particular feature we want – for example, the ability to add folders to our collection of favorites so we can sort them by category for easy reference.

Imgur could do one of two things:

  1. Add value to their app by creating a feature a large segment of the community has been persistently asking for over the last few years
  2. Or redesign the interface for the 3rd time this year.

An example of creating true value to retain customers.

One adds real, tangible value. One doesn’t.

I put this way to improve customer retention as #1 for a reason. When you approach customer retention through the lens of loyalty, you end up in weird places. But if you approach it through the lens of adding more value, you are targeting a goal that consistently results in increased retention.

(sarah plz)

#2. Show up… with humans.

We are living in the age of automation, and that means that more than ever, there is a premium on human interaction.

At the World Domination Summit, Derek Sivers shared a few humanizing tactics that he and his team used to grow CD Baby into a multi-million dollar music distributor.

The first one, believe it or not is that they answered the phone. ((That’s right, people answering the phone!))

You would think that this would be obvious right? But I think there are so many people, that in their heads they’re already this billion dollar business and, “Hey man, answering the phone doesn’t scale, so we’re trying to make it so that nobody can contact us. You just use our online forms.”

But because of this, at music conferences they would overhear one musician telling another, especially in the early days when not a lot of people had heard of CD Baby yet, “Oh you’re not on CD Baby yet. Dude, CD Baby is awesome. You know what? They answer the phone. You can call them and they answer and you can talk to a real person!”

They’re like, “No way!”

“Yeah way! Amazon won’t do that.”

And they weren’t talking about their cool graphic design, or their fancy CSS Stylesheets on their website. No. None of the other stuff mattered.

They answered the phone. And that was enough to get his friend to sign up.

The other humanizing example, was a geeky little thing they did one day. It only took two lines of computer code to intercept outgoing emails and put the person’s first name into the from header, not just the to header. So, if an email was going to Sarah, for example, it would say the email was from CD Baby loves Sarah.

But people loved it and then they would forward it to friends, and friends would tell friends, and friends would come and buy CDs from them. Just because a humanizing touch.

They had a policy that “changes need pizza.” The reason for this is because every time a new album came into the store, it would take about 45 minutes of work to lay it on the scanner, scan the album art, photoshop it, drop the CD into the bin, rip it fully and then take the little clips, and do all the stuff, and fix their bio.

And every now and then, somebody would contact them two weeks later and say, “Uhhhh, can I change my choice? I want to send you a different album art cover, or I want to change the way my tracks are done.”

And they would say, “Alright no problem, just send us a pizza.”

And they would reply, “What?”

“Yeah. Look we’re happy to do it, but it’s kind of a pain in the ass. We’re going to have to go out to the warehouse and find your CD. If you don’t mind, just send us a pizza and we’re happy to do it.”

And they’d say, “You’re serious.”

“Yeah, serious. Here’s the phone number of the local pizzeria, they know us, just tell them you want to buy CD Baby a pizza. They already know our favourite pizza, so you just call them up with your credit card, say I want to get CD Baby a pizza. The pizza shows up, we’ll do anything you want.”

The real point was, this is humanizing. I think too many of us start businesses and you want it to look big, and you start to say things on your website, like “we” instead of “I”. Even though it is just you. We try to do these things to make it look corporate. But when you do these things to humanize it and remind people that it’s just a real person back here — we’re just real people with a lot of work, so get us a pizza, we’ll do it — People love that.

“Oh my god dude, you have to sign up to CD Baby.”

“Why?”

“Dude, they changed my album because I sent them a pizza.”

“No way.”

“Yeah, way. You gotta sign up.”

On one occasion, a customer asked for a plastic squid. When the customer saw a real plastic squid in the package of his order, he went nuts and posted this video on Youtube.

Showing up for your customers is one of the most powerful ways to build retention.

#3. Take customer service seriously.

Speaking of showing up, customer service is the hallmark of customer retention. This can never be emphasized enough. According to Customers that Stick, 82% of consumers in the US said that they stopped doing business with a company due to poor customer experience.

Customer service is key to increasing customer retention. 82% of consumers in the US said that they stopped doing business with a company due to poor customer experience.

Many businesses tend to focus on attitude and personality when training for customer service. They think friendliness is the defining factor when it comes to a great customer service experience.

On some level this is true, as can be seen from the above statistics, but there’s another piece you can’t forget. Competence and problem solving skills are often more instrumental to the customer leaving satisfied than simple demeanor.

As Fast Company co-founder Bill Taylor explains, you should focus on hiring people with good attitudes and then focus your training on equipping them to deliver a high level of service to customers.

“Now that’s an effective prescription for innovation! Over the years, as I’ve studied high-impact organizations that are changing the game in their fields, they’ve adopted a range of strategies and business models. But they all agree on one core “people” proposition: They hire for attitude and train for skill. They believe that one of the biggest challenges they face is to fill their ranks with executives and front-line employees whose personal values are in sync with the values that make the organization tick. As a result, they believe that character counts for more than credentials.”

A lot of businesses hire cheerful staff and then just throw them into the ring with only skeleton training. If you want top level customer service, you don’t just need top quality people. You need top quality people who have received top quality training.

#4. Go deeper than explicit complaints and requests.

Providing quality customer service is the baseline rather than the goal. According to “Understanding Customers” by Ruby Newell-Legner (accessed from Helpscout), a typical business hears only from 4% of its dissatisfied customers. If you want to fully understand what your customers want, you’ll need to dive deeper than provided feedback.

As Carmine Gallo discusses, brands that can anticipate a customer’s needs and meet them without needing to be asked are often the ones that garner customer loyalty. To illustrate, he shares a personal anecdote from a family vacation:

I recently brought my family to a 5-Star San Diego resort, The Grand Del Mar, named the #1 hotel in the United States by Trip Advisor. It sits on a beautiful property in the hills, but there are plenty of gorgeous locations in San Diego. It’s the “attentive” service that Trip Advisor featured in its review and has earned my loyalty. But exactly what does the staff do that sets them apart and, more important, what can all businesses learn from their customer service techniques? The Grand Del Mar’s customer service ‘secret’ became very clear to me on this recent visit—the staff finds small ways to unexpectedly delight their customers and they do so by anticipating unexpressed wishes. Here are just a few of many examples I noted:

– My daughters discovered a small sand area near the pool. Within seconds—not minutes—a staff member casually walked by and, without saying a word, dropped off sand toys for the kids. The kids looked up and there they were, seemingly out of nowhere.

– The valet brought up our car and asked where we were heading. “Legoland,” the kids shouted! By the time I had finished loading the trunk, the valet had placed four water bottles in the car. “It’s hot today. You’ll need these,” he said.

– Vanessa and I decided to treat ourselves to a special occasion dinner in the hotel’s premium restaurant. The hotel offered an inviting play area for children, called The Explorers Club. The dinner was running a bit longer than the kids club would remain open and the restaurant’s location was a 5-minute walk back to the main hotel. “I noticed that you had courtesy cars at the lobby. Can we request one to pick us up as soon as we’re finished?” I asked the waiter. “It’s already been done. The car is waiting,” he responded. “And we informed the club that you’re on your way.

At the end of our stay, the hotel desk employee asked if we had our boarding passes and if we needed directions. I asked the person why everyone seems to anticipate the needs of a guest. “It makes us stand out,” he said. The employee was exactly right. The reason why this level of service leaves a positive impression—and why you, as a leader, must coach to it—is because it happens so infrequently that customers will pay a premium for it. I’ve studied the best brands in the area of customer service and all of them train employees to anticipate unexpressed wishes. It’s a key component to an exceptional customer experience.

This is easier said than done, and ultimately comes down to understanding your customers, the demographics you are targeting, and the individual customer personas. If you are newer and still learning about your customers, deriving insights through competitive analysis is a good strategy.

Conclusion: 4 Straightforward Ways To Increase Customer Retention

Remember that retention isn’t a step. It’s a lens. If you aren’t building your acquisition and optimization strategies through the lens of costumer retention, any retention efforts you make will be superficial at best.

Provide value. Show up with some humanity. Take customer service seriously. And go deeper than initial feedback.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

Searching for taglines for business growth? Take a look at these 9 business tagline examples that drove multi-million dollar growth. Understand when taglines and slogans are important and how to write a winner.

Taglines and slogans can get a bit of a bad rap in the conversion world.

When the goal is immediate conversion, a targeted, well-written value proposition will beat a vague tagline every day of the week.

But that doesn’t mean taglines aren’t important.

In fact, depending on your company size and marketing strategy, a tagline can have an even greater impact on your total revenue than your highest converting value proposition. The key is to understand when taglines are important, why they are effective, and how to write a winner.

Today, we’re going to cover all that plus look at 9 tagline examples that helped drive multi-million dollar growth.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

When & Why Taglines Are Important

Just so we’re on the same page, a tagline is a catchphrase or slogan used to advertise a brand. It’s a short phrase or series of phrases, often presented in conjunction with the brand logo, that is intended to add meaning to the brand.

So, when is it important?

The simplest way to put this is that if branding is very important for you business, your tagline will also be very important.

Now, you might say, “Branding is important for every business,” and while you wouldn’t be wrong, the spectrum from “important” to “very important” is actually quite large.

Let me explain.

Business #1 sells clay coasters on Amazon. Their #1 marketing goal is to get their Amazon listings to show up at the top of both Amazon and Google’s algorithms for that product category, and they spend 90% of their marketing budget on PPC.

Branding really isn’t that important for Business #1.

Not everyone needs to invest in a compelling tagline. Clay Coasters on Amazon. Tagline examples.

Not everyone needs to invest in a compelling tagline.

Business #2 sells luxury cars. Their #1 marketing goal is to be top of mind year-round for consumers making between $85k – $300k per year, and they spend 75% of their marketing budget on television ads.

Branding is VERY important for Business #2.

Taglines can really help if you need to stay in your prospects' minds. TV ad tagline example for luxury car.

Taglines can really help if you need to stay in your prospects’ minds.

These two examples demonstrate both ends of the branding spectrum, with most businesses falling somewhere in between.

For the purposes of this article, we’ll just say that you will typically want to use a value proposition when you are looking for a direct response and a tagline when you are looking to make a brand impression that leads to a sale down the road.

That said, a good tagline will often demonstrate similar traits to a good value proposition. The two aren’t mutually exclusive. They just have different purposes.

A value proposition’s goal is to explicitly describe why the product is the best available option for the consumer and should be purchased immediately. A tagline’s goal is to attach significant, lasting meaning to the brand in a way that resonates with the consumer.

So how do we create a compelling tagline?

How To Create A Compelling Tagline

There are 3 primary qualities every brand tagline should have:

  1. It captures your mission
  2. It reflects your persona
  3. It resonates with your target audience

Your tagline is your chance to immortalize your company’s purpose in a brief phrase or series of phrases. It first and foremost needs to reflect your mission.

Your tagline is also a prime opportunity to reflect your brand’s persona or personality. It’s important that your tagline communicates an idea about not just what you do but who you are as a brand.

Finally, the goal of your tagline is to resonate with your target audience and connect your brand to a powerful set of positive emotions and ideas.

In order to best demonstrate these qualities in action, let’s take a look at several exceptional tagline examples that helped their companies create multi-million dollar brands.

1. Skyrocketing Business Profits: SoulCycle “Find Your Soul”

Co-Founders Elizabeth Cutler and Julie Rice wanted to create an exercise experience that was fun, exciting, and felt like a community. Noticing a void in the market, they opened the first SoulCycle in a former New York funeral home in 2006. Since their scrappy beginnings of handing out fliers for free classes (it was against building regulations to put up any signage), they’ve expanded to 85 locations and continue to expand to new locations in 2017.

SoulCycle’s tagline:

“Take Your Journey. Change Your Body. Find Your Soul.”

Soul Cycle’s tagline focuses very much on their target customers – fitness enthusiasts who see exercise as something physical, mental, and spiritual. The statement exudes a sense of excitement and empowerment for riders, and implies that something metaphysical can come out of an intense 45 minute stationary bike session.

The tagline is sometimes shortened to simply “Find Your Soul”, which emphasizes the brand’s mission of connected, community-based workouts.

Tagline examples: SoulCycle doesn't say "find a cycle," they say "Find your soul"

Tagline examples: SoulCycle doesn’t say “find a cycle,” they say “Find your soul”

The key idea here is that SoulCycle plays into the innate human desire of being part of a community. It’s exceptionally smart, because how we relate to others and the world around us affects our buying decisions. This explains Soul Cycle’s customer loyalty, which has skyrocketed the business’ profits.

This tagline isn’t just a tagline either. It is reflected in everything the brand does. Cyclists ride by candlelight in ‘epic spaces’ where they feel like they’re part of a ‘tribe’, and instructors constantly howl motivational phrases and speeches at the riders.

The Business Results

Even with a costly fee of $35+ per session and minimal discounts for monthly memberships, SoulCycle has still found its niche in the world of standard gym equipment.

  1. The business amassed a rider base of nearly half a million people by catering to their specific customers. For example, they play different music for the 5pm university crowd compared to their 6am pre-work crowd.
  2. Their explosive growth is partially fueled from upsold products, including branded swag, bottled water, and shoe rentals, adding another $85 million in revenue on top of monthly fees.
  3. Each franchise earns an average of $4 million per year.
  4. Their total revenue grew from $36M in 2012 to $112M in 2014.

2. TOMS: One For One

TOMS shoes started when founder Blake Mycoskie went to Argentina in 2006 and saw children running around without shoes.  He also took note of the Argentinian traditional shoe, the soft alpargata that TOMS shoes are modeled after. He came back to America with a vision of the “buy one, donate one” and had 250 samples made. He approached American Rag to sell the shoes, and the LA Times picked up the story. The story created a demand for nearly 10 times as many shoes as what was in stock.

TOMS shoe company was officially born.

TOMS Socially Conscious Tagline

“One for One”

Tagline examples: Tom's pioneered the One for One business model and the tag line says it all.

Tagline examples: Tom’s pioneered the One for One business model and the tag line says it all.

TOMS tagline is incredibly powerful because of the message it communicates. Buy one pair of shoes, and one additional pair of shoes is donated to a child in need.

Not only is this a brilliant business model, as 62% of modern consumers are willing to pay more for socially or environmentally conscious goods, allowing TOMS to sell $4 worth of shoes for $40, but it also directly counters the often vague language and spending that accompanies most charities. The consumer knows exactly what is happening. The get a pair of shoes they want, and a child in Africa gets a pair of shoes they need.

This tagline hits on all the right notes. It communicates the mission and resonates with the target audience. You could even argue that it communicates a straightforward personality.

Not only that, but 86% of those customers tell their friends and family, giving socially conscious businesses like TOMS plenty of free advertising.

The phrase is also crystal clear: it describes the company’s business model in 3 words.

The Business Growth Results

The “One for One” tagline and business model has been a huge success for TOMS:

  1. The company has donated over 60 million pairs of shoes.
  2. As of 2016, they have made over $625m in revenue.
  3. The company is now as widely known as Nike and Adidas.
  4. They have expanded the one-for-one model to other products.
  5. For every pair of sunglasses they sell, TOMS provides a full eye exam and prescription glasses to those in need.
  6. For every purse TOMS sells, the company provides medical materials to help with safe childbirth.

Fastest Growing Private Company in the U.S.: “Discover a different nite out”

Powerful business tagline examples: Paint Nite is not a painting class, it's a different nite out.

Powerful business tagline examples: Paint Nite is not a painting class, it’s a different nite out.

Paint Nite’s tagline is deceptively powerful. It’s communicating something very specific to it’s customer base comprised of 90% women.

By offering a “different nite out”, they’ve attracted a crowd that still want to get out, socialize, and have some libations but outside the usual scene of bars or clubs. This is a brilliant strategy as the bar and club scenes have experienced declining popularity with millennials. One study found that those under 35 felt that the traditional night out is too impersonal and too exhausting.

Paint Nite met this need by creating a fun group environment where participants have common ground to talk to one another. Sitting and painting while sipping wine requires a lot less energy than drinking and dancing until closing time, and this “differentness” is reflected beautifully in their slogan.

The Results:

It turns out Paint Nite is on to something, as demonstrated by their remarkable success:

  1. It’s revenue has grown by more than 36,555% in three years.
  2. Is now available in 155 cities world-wide.

4. Canada Goose: Canadian Craftsmanship

Canada Goose began nearly 60 years ago and became popular in the 1980’s when their red down-filled coat (aka Big Red) was developed for scientists at Antarctica’s McMurdo Station. Its popularity increased further in Europe due to its decision to keep manufacturing in Canada, and Americans took to the brand when celebrities like David Beckham and Kate Upton were spotted sporting their signature coats.

Canada Goose’s tagline:

“Our uncompromised craftsmanship defines Canadian luxury.”

Even when it was vogue to move manufacturing overseas for cost reduction, CEO Dani Reiss knew that keeping the manufacturing in Canada was a huge selling point for customers, so Canada Goose reaffirmed its value proposition around that selling point.

The above tagline is more of value proposition mixed with a tagline, and a simpler version with only “Canadian Craftsmanship” can be found on the site as well.

Tagline examples: Canada Goose, Craftsmanship.

Tagline examples: Canada Goose, Craftsmanship.

This tagline is a great example of matching mission to customer in as little as two words. “Canadian Craftsmanship” speaks volumes about both the products being produced as well as the consumers who purchase them. This focus on quality craftsmanship is further enforced by the brand’s lifetime guarantee on it’s signature products.

The Results:

Canada Goose coats are not only known for their high quality but also for being some of the warmest on the market. Because of their commitment to quality, expressed beautifully in their tagline, they achieved incredible success.

  1. Expanded brand recognition when movie crew members were spotted wearing the coats while shooting in cold locations.
  2. Featured on the cover of Sports Illustrated’s Swimsuit edition, modeled by Kate Upton.
  3. Grew their revenues from $3 million in 2001, to $200 million in 2014.

5. GoPro: Be A Hero

GoPro is the brainchild of Nick Woodman who noticed that the only way to capture a surfer’s tricks was from land or on a jetski. He bootstrapped the company by selling belts decorated with beads and shells out of his van, and the prototype was born.

GoPro’s tagline:

GoPro actually has two primary landing taglines.

  1. “Be a HERO.”
  2. “Capture + share your world”

Both of these taglines do a great job of representing the brand, albeit in different ways.

Business tagline examples: GoPro, Be a HERO.

Business tagline examples: GoPro, Be a HERO.

GoPro was invented for the purpose of capturing extreme sports like skydiving or snowboarding, and their taglines encapsulate that, inviting users to “be a hero” and take extreme action, capture their exploits on film, and then share their adventures with the world.

These taglines are very customer focused, which fits with GoPro’s marketing strategy. GoPro’s marketing revolves around user generated content, and their taglines help to invite new users to participate in sharing their GoPro captured activities with their friends.

The Results:

While GoPro has recently been having to compete with smartphone cameras and mounts, they are still a massive success:

  1. GoPro made $150,000 in revenue from the Home Shopping Network in its first year of official sales in 2004.
  2. As of 2016, GoPro has grown to be a $2.5 billion enterprise.

6. Stella Artois: Be Legacy

Stella Artois has a nearly 700 year history, so their taglines have evolved over the better part of a millennium.

Here’s a brief history of how the brand has evolved:

Stella has been around since 1336 and was originally brewed as a pricey, limited edition treat for Christmas. That was until 1981 when they turned their price point into a positive with a “Reassuringly Expensive” tagline. The statement worked and Stella Artois successfully flipped the narrative from “too expensive” to “classy”.

 

Stella Artois turned high price into a selling point. 9 tagline examples for business growth.

Stella Artois turned high price into a selling point.

That was until football fans realized that Stella contained a higher percentage of alcohol than other beers and began drinking it to get drunk. It caused a rift between the company’s brand and public perception as fans were pictured rioting with a Stella in hand.

To turn their image around, they repositioned themselves in 2008 with a new tagline: “A thing of beauty”. The marketing campaign displayed their ‘9 Step Preparation Guide’ that implied the consumer needed skill and a certain amount of grace to pour the perfect pint of Stella.

Stella Artois tagline:

“Be Legacy”

Last year saw another revamp in their marketing, as the company sought to make its beer appear not only more classy, but more personal.

Stella’s new tagline shows off their brand personality by reaching back into their history to the beginnings of Sebastian Artois, a man who sold all of his belongings to buy the brewery down the street.

Tagline examples that drove multi-million dollar growth: Stella Artois, Be Legacy.

Tagline examples that drove multi-million dollar growth: Stella Artois, Be Legacy.

They also preface their tagline with the phrase, “what will you be remembered for?”. It does a great job of targeting an emotion behind their beer that isn’t partying on a boat. You drink their beer to live life.

The Results:

Not many products survive for centuries, yet Stella Artois’ has used their branding to achieve success and longevity:

  1. Stella is the best selling beer brand from Belgium and is sold in over 100 countries worldwide.
  2. The beer has is also widely recognized as being “sophisticated” by consumers, and “the best premium lager” in 2013 by the Morning Advertiser.

7. BuzzSumo: Find Shared Content and Key Influencers

BuzzSumo allows people to find the most popular content around a given keyphrase. Instead of manually searching websites for your keyword, Buzzsumo amalgamates the most popular content for that keyword, how many social shares it received, and who shared it.

BuzzSumo’s tagline:

“Find the most shared content and key influencers”

Tagline examples: BuzzSumo's tagline is found in its interface. "Find the most shared content"

Tagline examples: BuzzSumo’s tagline is found in its interface.

This tagline doubles as a value proposition. It’s a no fluff explanation of the real value being provided by the brand. Do you want to find the most shared content? Are you looking for key influencers? Well, then you’re in the right place.

The Results:

Even though Buzz Sumo is a young business (not even 3 years old), it has gained incredible traction:

  1. They received 160,000 “freemium” subscribers and 2,000 paid subscribers in their first year.
  2. After 1 year of operations, Buzz Sumo generated $2.5 million in revenue.
  3. Used and promoted by Neil Patel, Matthew Barby, and Mari Smith.

8. Headspace: Treat Your Head Right

Headspace began with a meeting between two men. Andy Puddicombe, an Englishman, became a monk after having the traumatic experience of losing two friends and a step-sister. He wanted to bring the technique of mindfulness to the masses, and created a meditation app called “Jeeves”.

At the same time, Richard Pierson, another Englishman, was burned out from his job. To help calm his anxiety, a friend of his had recommended Jeeves. Inspired by the app, he approached Puddicombe with a proposition – he’d market the meditation app in return for one-on-one meditation lessons.

The men tapped into the 1.2 trillion dollar mindfulness industry in 2010, when they brought meditation to where most people were spending their time – their phones.

Headspace’s Tagline:

“Treat Your Head Right”

Tagline examples: Headspace's tagline makes mental health common sense.

Tagline examples: Headspace’s tagline makes mental health common sense.

Traditionally, the general public in North America has viewed meditation as something exclusive to monks, hippies, or other niche groups. Headspace has helped change this perception withe their broad outreach.

Through their approachable brand personality, exemplified through their tagline, they showed that meditation isn’t some ethereal experience meant only for “mystics”, but rather, something anyone can do to “treat their head right” as part of an everyday mental health routine.

The Results:

The app’s approach to meditation worked. Headspace has gained huge traction over the last few years:

  1. It received $30 million via a Series A in 2015.
  2. The subscription based model of pricing has resulted in the app reaching a net worth of $250 million.
  3. Headspace has been adopted by celebrities like Richard Branson, Jessica Alba, and Lebron James, fueling its growth.
  4. It is ranked as the highest quality “mindfulness-based” app according to the peer-reviewed Journal of Medical Internet Research.

9. Dollar Shave Club: Shave Time. Shave Money.

Dollar Shave Club was born out of a party conversation between Mark Levine and Michael Dubin, where they shared their frustrations on the high cost of razor blades. They came up with the idea to send blades via a monthly subscription box for $1 (with $2 shipping). The pair launched Dollar Shave Club’s website in 2011.

Dollar Shave Club’s tagline:

“Shave Time. Shave Money.”

Business tagline Examples: Dollar Shave Club's tagline is the perfect pun

Business tagline Examples: Dollar Shave Club’s tagline is the perfect pun

Dollar Shave Club showcases brand personality incredibly well in their tagline, website, and across all of their marketing campaigns, branding their company as a club for common sense, sarcastic smart alecks… you know… what every guy aspires to be.

Up until Dollar Shave Club’s existence, many had griped about the absurd cost of disposable razor blades, but very little had been done about it. Dollar Shave Club cashed in on the strategic idea of delivering blades bought in bulk but repackaged for individual use, capturing the sentiment that we all need to save time and money, even in the smallest of ways.

The Results:

Questioning consumer norms paid off for Dollar Shave Club in big ways:

  1. Their initial ad in 2011, “Our Blades Are F***ing Great”, went viral and got

    12,000 subscribers in 48 hours

    . The add also attracted $1 million in investment in the company.

  2. The following year, the company raised $9.8 million to expand internationally into Canada and Australia.
  3. In 2016, Dollar Shave Club was bought out for

     $1 billion by Unilever.

Conclusion: Business Tagline Example Takeaways

Now that we’ve seen what a winning tagline looks like, let’s review the key qualities you should include in yours:

  1. It captures your mission
  2. It reflects your persona
  3. It resonates with your target audience

Create a tagline that reflects these qualities, and you’ll have secured a key piece in your branding campaign.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

You want to improve your conversions but no money to fund this effort. We’ll walk you through 4 sure-fire ways to get a CRO budget for next year.

If you ever went to the government and asked them what your fair share of taxes should be, they would first ask you how much you made last year.

And that would likely be the answer.

Likewise, a conversion optimizer would probably be the last person to ask how much to budget for conversion optimization. “How much budget do you have?”

Nonetheless, I’m going to give you the tools to add conversion optimization to your budget next year. Then, when you call us next year, you’ll be ready.

Where to Get Your CRO Budget

One key question you need to ask is, where will I get my CRO budget? I have some suggestions.

1. From IT

The basis of any conversion optimization effort is a sound analytics and measurement foundation. This consists of tools that slide under your website and are bolted in place. This is IT stuff.

Our research has shown that most businesses’ websites have some level of implementation of analytics. You don’t want to be left behind. This is a crucial behavioral database that will be invaluable as you begin to vet ideas for testing.

2. From the Things You Should be Testing Anyway

It is a golden age of marketing. We have more tools, data sources and shiny objects to drive our online businesses than any marketers have ever had. We can mobile gamify our ratings and review process using direct visitor feedback to drive personalization throughout our content funnels.

In other words, we’re overwhelmed, and the first sign of a marketing department that is overwhelmed is the decision to redesign.

Your website probably doesn’t need a redesign. It probably needs to be optimized.

Put the redesign money into an optimization program and see immediate results.

There is a good way to get your head around all of the things you could be doing to your site. You could test the ideas. Instead of blindly pouring money into exit-intent popovers, live chat, or personalized recommendations, you should test them. We have seen these work and we have seen them fail.

Your conversion optimization team will know how to use data to make good decisions on where to spend your money. Budget for optimization first.

3. From Your Ad Spend to Get a CRO Budget

Paid search is a great way to generate qualified traffic. However, our success in search causes our fundamentals to “regress”. It becomes harder to increase traffic, and the new traffic often is less qualified, less profitable.

Borrow from your ad spend to get a CRO budget. When you spend more, get less traffic and make less money, it's time to try optimization.

When you spend more, get less traffic and make less money, it’s time to try optimization.

When your traffic is flat, ad spend is rising and profit is dropping, you know you should be putting some of that into optimization.

This may seem like a no-brainer, but there is a period of sweat and anxious hand-wringing.

You see, conversion optimization takes time. There is a very real dip in performance. When you reduce spending on ads you reduce your traffic and your revenue. For a period of time, your revenue drops until your optimization efforts get traction.

It might look something like the graph below. This assumes a modest 5% increase in revenue per visit (RPV) each month for one year, and that 8.9% of ad spend, or $8900, is invested in optimization each month. In this example, we began with a conversion rate of 1.7%.

If you can make it through a short valley of death, borrowing from your ad spend can be very profitable.

If you can make it through a short valley of death, borrowing from your ad spend can be very profitable.

Monthly revenue dips due to the reduction in PPC traffic. Revenue returns to baseline levels in month four. Revenue is positive in month six compared to investing in PPC only.

The Return on CRO (green line) turns sharply north, even though we are still investing 8.9% of ad spend each month.

This is what powers conversion optimization. You have a compounding effect working in your favor, but you have to invest on the front end.

Send me an email if you want to see all my assumptions.

It’s this four-to-six month dip that marketers and managers fear. How do you sell a drop in revenue to your boss?

4. Pony Up

The other option is to reach into your own profits and slap down some cash on your conversion optimization team.

I’m not going to sugar coat this. There are three costs you must deal with when investing in optimization.

The Components of a Conversion Optimization or CRO Budget

The Software

The first cost is the least bothersome. Conversion optimization requires a certain amount of data to succeed.

Testing is not that hard. Deciding what to test is quite difficult.

The competition in the marketplace is pretty brutal. Each year, we get more functionality from cheaper and cheaper tools. At a minimum, you’ll want a good click-tracking tool, a good session recording tool, a strong analytics database and a split-testing tool.

Depending on your traffic, these can be had for a few hundred dollars each month up to several thousand dollars each month.

The Team

None of these tools matter if you don’t have someone to pull the levers, turn the knobs and read the graphs. The main functions found on a conversion optimization team are:

  • A researcher to collect qualitative data.
  • A statistically-responsible person to collect and evaluate quantitative data.
  • A developer to create the changes in each test.
  • A designer to implement design changes.
  • A patient QA person to be sure nothing is broken by a test.
  • A project manager to keep the momentum going.

It is possible to have one super-amazing person who can do all of this. It is the death-knell of your conversion optimization program to ask someone to do all of this in addition to another job. Your PPC person is not going to be able to do all of this and their job too.

These are fairly expensive employees. Consider hiring an outside agency, like us, to get started. As of this writing, Conversion Sciences can provide these functions for less than ten-thousand dollars a month.

The Opportunity Costs

There is a cost to testing that is not seen in reports. It’s the cost of losing treatments. In any list of “good” ideas for increasing your conversion rate and revenue per visit, fully half will actually do more harm than good. We don’t know which of our ideas are “losers” until we test them. When we test, some percentage of your visitors will see these losers, be turned off, and won’t buy.

This is lost revenue. With proper management, this downside can be minimized, but it is the cost of doing business. It’s the price of admission, the overhead, the burn, that funny smell in the kitchen.

It’s hard to budget for this particular line item, but it should be part of your discussion.

Be Clear About Your Upside

If I haven’t scared you off, there is good news. We call it the upside, the green bling, statistical bignificance, and sometimes we just dance.

You should understand what your statistical significance is. You must know the answer to the question, “What happens if my conversion rate goes up a little?” We call this a Basic Unit of Upside.

Conversion Upside Calculator
Click for a Conversion Optimization Upside Report that does the math for you.

We offer our Conversion Optimization Upside Report to help you understand your upside. It calculates what your yearly increase in revenue would be if you only added 0.1 to your conversion rate or revenue per visit. Plug in a few numbers and you’ll see what small changes mean for your bottom line.

A Little More Motivation to Get a CRO Budget

For most businesses, conversion optimization is a ten-thousand-dollar a month investment or more. Many businesses are spending a whole lot more than that.

If conversion optimization is on your “maybe next year” list, consider what might happen if you give your competitors a year’s head start on you.

The business with the highest conversion rate has the lowest acquisition cost and can profitably boost bids on their paid advertising. Plus, Google favors high-converting landing pages when assigning ad placement.

With a realistic understanding of the costs of conversion optimization and a real appreciation for the potential upside, you should be able to make the case for adding it to your shopping list this year.

Brian Massey

 

 

Feature image by frankieleon via Compfight cc and adapted for this post.