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How-to-optimize-conversion-with-CTA-in-2018

Posted on 11th Jan 2018

Being in a constant state of flux has been a reality for marketers for decades. Entering the digital age has merely quickened the pace. Fictional 1960s advertising executive Don Draper from the AMC series Mad Men, said, “People want to be told what to do so badly that they’ll listen to anyone.” Well, maybe not anyone, but it holds true that when making a purchase, prospects look for guidance not only from family and friends but a myriad of other sources.

As a marketer, email marketing should be one of your favorite tools. Not only is sending emails a great way to communicate with your audience and keep your list warm, but email marketing can (and should!) also be used as a channel for generating leads.

 But in order to convert more leads from your email marketing, you have to first get your readers to open your emails, and click through on them. This is why, as email marketers, we’re all but obsessed with our open rates and clickthrough rates -- because increasing those metrics gives us more opportunities to convert our readers into leads.

Some facts about email marketing

64% of companies rate email marketing as the most effective marketing channel. GetResponse 

United States companies send 1.47 million emails per month. MarketingLand

77% of email ROI comes from segmented, targeted, and triggered campaigns. EmailMonday 

The average email open rate for all industries is 21.73%. GetResponse 

The average click-through rate in emails for all industries is 3.57%. GetResponse 

55.5% of people expect companies to use content on the website they’ve consumed to personalize marketing emails. BlueHornet 

53% of emails are opened on mobile devices. CampaignMonitor

75% of email subscribers say they are highly likely to delete emails that do not render well on mobile devices. TargetMarketing 

Personalized emails improve click-through rates by an average of 14% and conversions by 10%. Aberdeen 

49.5% of teams maintain a content calendar year-round and 18% only use a calendar to map out key selling seasons. Litmus 

26% of companies do not have a pre-flight checklist before sending an email. 21% have an extensive checklist and 53% have a short checklist. Litmus 

Only 6.6% of companies do not test the rendering and functionality of emails across email clients and devices before emails are sent. Litmus 

8.6% of companies have only 1 person approving emails before emails are sent. Litmus 

60.7% of companies have 3 or more people approving emails before they are sent. Litmus 

In the past 12 months, 50.6% of companies had to send an apology email because of a mistake in an email. Litmus 

1 in 5 companies report an ROI of 70-to-1 for their email marketing efforts. TargetMarketing 

64.3% of customers subscribe to an email list to be part of a loyalty or rewards program. BlueHornet

43.8% of people want to hear from companies that send marketing advertising emails on a weekly basis. BlueHornet 

75% of marketers are distributing their content via email. ALFInsight 

That’s interesting, right? So basically, you want your readers to click through and convert. Your call-to-action is arguably the most important component of your emails, because the ultimate goal of your email is to get your readers to click on it and take an action. Heck, the entire reason you’re optimizing your emails is to get more of your readers to click on that call-to-action in order to send them to your landing page, where they can then convert into a lead.

In other words, this is where the transition from a click to a conversion happens. But CTA won’t work until your prospects are educated.

Be honest.

People see enough clickbait throughout the day to know when they’re being toyed with. Let’s say you get an email from a new company; perhaps you signed up for its email list after clicking on an Instagram ad. It sends you a welcome email that has an interesting call to action at the end. It says, “We Dare You to Click Here.” While this phrasing could work, depending on how well the company knows its audience, it’s a bold risk. The call to action reads like clickbait and may come off as disingenuous to some readers.

So despite marketing efforts to understand and build a relationship with consumers, consumers do not feel the connection, and receiving too much irrelevant content has been cited as the top reason they choose not to engage. Consumers also feel that their experience with brands is primarily transactional in nature, void of intimate connection or engagement. So, how can marketers solve this problem?

Integrating a live chat that allows to communicate with prospects right away from the inbox that also replaces CTAs with live chat option; which ensures buy-in structure.

You agree with on this, you are running an email campaign on leads which were qualified once. So, why those expected recurring visitors will come back to you? If you are not pushing something new, it’s not about your special offers. It’s always about customer experience.  

We have done some research using A/B testing and got astonished by the results.

 

We offered our existing clients to run an email campaign and just add our live chat button at the bottom. As a result, a staggering 92% of leads generated using our CTC (Click-to-Chat) are higher value leads, and the business is seeing phenomenal conversion rates. Working on a conservative 20% conversion rate of leads to business, in the first half, we generated almost $500,000 in revenue for them – a return on investment of over 4,800%!

Placing a live chat button became an integral part of their emails

– 32% of all leads generated were potential buyers.

– 50% of all chats take place outside office hours.

– 70% of chats convert to qualified lead.

– Customer satisfaction is over 90%

Solve problems of your potential clients by offering them quick service of answering every question they have. Live chat platform discovers the ideal customer and highest likelihood to buy, turns data into clear and meaningful insights relevant to consumers, and allows marketers to create adaptive campaigns and engagements.

Optimize conversation rate by customer engagement

Customer engagement was previously one of those trendy buzzwords for something you’re told you should be doing – without any concrete proof of how it benefited your business. But in today’s competitive online marketplace, improving customer engagement and the buying experience has never been more important. The reason why engagement is now a strategic imperative is because customer expectations have risen. Visitors to your website used to accept that in exchange for the convenience and cost savings of shopping online they had to put up with less personal attention than in the offline world. Waiting 24 hours for a reply to an email used to be accepted…but not anymore.

Track every action

 

Achieving the highest success and opportunities to increase conversions relies on intelligent use of behavioral analytics to identify the best time to start a Live Chat. With built in real time analytics, you can see what a visitor is doing and where they are in their purchasing journey. You can then create flags for pivotal moments, such as when

they are on checkout page, if they have a high order value or are a repeat customer.

  • 70% of buying experiences are based on how the customer feels they are being treated.
  • 3 in 5 Americans (59%) would try a new brand or company for a better service experience.
  • In 2011, 7 in 10 Americans said they were willing to spend more with companies that they believe provide excellent customer service.

 

Paying for Traffic vs. Paying for Conversion Optimization

Very simple question but gets complex when it’s comes to the right answer. The answer all comes down to return on investment (ROI). Paid traffic (e.g. Google Adwords) is an attractive proposition for most marketers as it holds predictable and budgetable outcomes. However, this predictability comes with a level of sameness that leaves money on the table.

If your website has a conversion rate of 30%, it won’t get any better by driving more traffic at it. It’ll always convert at 30%.

Typically, conversation rate depends of the industry your operate in (e.g) type of web visitors, how they are coming on your website but If you invest in conversion optimization and increase your conversion rate to 70% imagine the chances of converting those visitor into sale.

Consider the following example (note: all numbers are simplified for easier math).

Paying for traffic

PPC Budget: $1,000/month

Visitors: 1,000

Value of a conversion: $1,000

Conversion rate: 30%

Dissolved leads: 15%                

5% chance of selling a vehicle for those 150 leads.

Paying for 24/7 staffed live chat

Now consider spending an additional amount on conversion optimization (and thus increasing your conversion rate).

PPC Budget: $1,000/month

Live chat budget: $7/lead

Visitors: 1,000

Value of a conversion: $1,000

Conversion rate: 70%

Qualified lead: 700                                                        

Multiply the value of leads with qualified leads = WOW!

Finally, a great way to optimize your emails is actually to include live chat buttons throughout your email and website not only if you are running PPC but also for you organic traffic. This simply offers your readers more opportunities to click through and convert, making it more likely that more of them will do so.