[Watch] How Procurify Scored a Ton of SaaS Demos with ABM & Landing Pages

It’s the kind of mega-growth story anyone starting a software-as-a-service (SaaS) company dreams about.

You and a couple of friends have an idea for a product that fits a clear gap in the market. You pitch at a local startup event, which lands you in a growth accelerator, which also leads to your first seed funding. You spend that money hiring and building out the software. Before long, you’re closing your Series A, then your Series B. You’ve turned that original idea into a fast-growing SaaS platform serving hundreds of customers.

The co-founders of Vancouver-based Procurify—Aman Mann, Eugene Dong, and Kenneth Loi—made that dream a reality. As of 2019, the spend management company has raised over $30 million in funding, counts Mark Cuban and Ryan Holmes among its investors, and is one of the most exciting tech startups in the city.

But as with any SaaS investment, the influx of capital came with a catch. Procurify’s marketing team was under more pressure than ever to keep their growth going—even accelerate it. If they were going to hit their bold new revenue targets, they needed a way to kick customer acquisition into overdrive.

Meet Mark. Mark knows how to engage prospects and get ’em excited about SaaS. Be like Mark.

That’s where Mark Huvenaars and Jendi Logan come in. We had a chance to talk to Mark, the Demand Generation Manager at Procurify, during Unbounce’s 2019 Call to Action Conference. We also spoke with Jendi, Procurify’s Marketing Web Designer, over the phone.

Mark and Jendi told us how the marketing squad overhauled their strategy to become more purposeful in the way they pursued new customers. They did a bang-up job, too. Over several months, Procurify’s team:

  • Developed an innovative outbound marketing strategy that would help them connect directly with prospects in an engaging way.
  • Built 50 super-personalized landing pages with a 38% demo rate in a pilot account-based marketing (ABM) campaign.
  • Started pairing landing pages with video ads, which have a cost-per-conversion that’s just 1/4 what they were paying with search ads.

We were totally blown away by Procurify’s execution of account-based marketing campaigns using Unbounce—and by just how easy it’d be for other SaaS brands to try, too.

Here are some of the highlights from our chat with Mark (but read on for the deep-dive into Procurify’s story):

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The Challenge: Increase Awareness & Schedule More Targeted Demos

Mark Huvenaars, Procurify

At Procurify, we’re in full-on growth mode. We’ve expanded our teams. We’re looking at new systems, new tools, new ways to maximize our growth. Our goals have really been elevated.

That’s the dynamic environment Mark steps into when he joined Procurify early in 2019. The company had surpassed 100 employees and was close to securing its Series B funding. It was that exciting, precarious stage for a startup trying to scale up, and there was big pressure on the revenue unit to find another gear.

The Procurify crew playing it surprisingly cool. (They’re poppin’ champagne bottles in their hearts.)

Procurify’s software helps companies streamline purchase requests and approvals. It’s an ideal solution for small and medium businesses, Procurify’s target market. The trouble was that lots of the people who could benefit from the software didn’t know it existed. In fact, most didn’t even recognize they had a problem that needed solving.

Mark Huvenaars, Procurify

At the time, we were really focused on inbound. Someone would conduct a Google search for purchasing software, they’d go into a landing page, and they’d book a demo.

That works when there’s a lot of search volume, but to scale up, we also needed to reach people who aren’t actively looking for purchasing software yet.

The biggest obstacle Procurify faced was awareness. The marketing team needed to develop an outbound marketing strategy that would get their product in front of the people who needed it most. They knew if they could demo the product, people typically started trials of the software at a high rate.

So, the Procurify crew decided to try something new: account-based marketing (ABM). An increasingly popular approach for selling SaaS products, an ABM campaign focuses just on companies matching your ideal customer profile. In practice, Procurify would reach out directly to prospects that were a great fit for the solution based on indicators like business size and industry.

Mark Huvenaars, Procurify

We created an outbound team whose focus is building personalized campaigns and experiences that pull people through the funnel—helping them recognize their spend management problem and letting them know about Procurify as a solution.

Procurify had lots of ideas for ABM campaigns that could get the attention of decision-makers at target companies. After, they’d point these prospects to custom-made landing pages that described the benefits of the platform and encouraged them to schedule a demo. But this newly-formed outbound team didn’t have the technical skills to build pages on their own—and with just one designer, it was going to be a challenge to pull off.

The Solution: Account-Based Marketing (ABM) with Personalized Landing Pages

That’s when Procurify found Unbounce.

Jendi explained how the landing page platform has been key to enabling the company’s more nimble marketing strategy:

It’s my job to make sure we’re consistent in the way that we visualize Procurify’s brand story. But as the only designer on a growing team, I also don’t want to be a roadblock to execution.

With Unbounce, I can create branded templates so the team can actually do things themselves. They can modify it to match their campaign and have the confidence to go conquer the world themselves.

For Mark, the value of Procurify’s new library of landing page templates can’t be overstated.

Mark Huvenaars, Procurify

It’s great when we’re running a campaign and we need something up tomorrow, or today, or even in an hour.

I know that I can hop into Unbounce, I can use one of Jendi’s templates, and it’ll be an experience for a prospect that’s far better than what I’d be able to build with any other tool.

SaaS Landing Page Example - Procurify (Webinar)
Procurify collects leads through Unbounce-built signup pages for educational webinars. (Click to see the whole thing.)

Procurify’s marketing team can now get on-brand, campaign-specific landing pages up and running in no time. That’s given them the independence they need to execute on outbound marketing initiatives like ABM.

Here’s an example of a pilot ABM campaign the Procurify team set up that combined direct mail and Unbounce landing pages to connect with target accounts. First, the team identified 50 companies that fit Procurify’s ideal customer profile. Then they sent custom swag boxes outfitted with a video screen.

If you got one of these in the mail, you’d *at least* check out the landing page, right?
Mark Huvenaars, Procurify

When people received these video boxes, they flipped it open, it would auto-play a video that’d say, “Hey, you at company.” It was highly personalized. And at the end of the video, it directed them to a dedicated Unbounce landing page.

Each page was tailored to address the prospect directly, including their name and company logo. At the bottom, it encouraged them to connect with a specific member of the Procurify sales team.

The upshot? A whopping 38% of prospects scheduled a Procurify demo from the ABM campaign landing pages:

SaaS Landing Page Example - Procurify (ABM)
This landing page is built to address *one person* at Procurify’s target prospect. Talk about personalization. (Click to see the whole thing.)

Beyond ABM landing pages like this, Mark, Jendi, and the team have been exploring other ways to get in front of prospects and tell the Procurify story, like with video ads on YouTube.

Mark Huvenaars, Procurify

Video ads help us tell the Procurify story before people even know that they need a procurement solution. We can send them through to an educational landing page [from the CTA] and seed that intent.

Additionally, these ads really help us build our remarketing lists. So, not only do we capture someone’s attention from the onset—after they click through to one of our customized Unbounce landing pages, we can serve them up remarketing ads that speak to the video campaign itself.

SaaS Landing Page Example - Procurify (Video Ad)
An example of the sort of landing page Procurify might use in their video advertising. (Click to see the whole thing.)

The Results: 38% ABM Demo Rate & Way Lower CPC on Paid Traffic

Given the impressive results from their pilot campaign, Procurify is already planning new opportunities to put ABM into action. And because the marketing team can build personalized landing pages in a jiffy, they can now test and optimize their ideas a whole lot faster.

Here’s Mark’s big takeaway from that first ABM experience:

Mark Huvenaars, Procurify

In addition to connecting with more than a third of target companies, we continue to see the viral impacts of people sharing these video boxes on social media. It was an exciting, unique way to kind of cut through the B2B clutter.

Here’s one of the responses Procurify got on Twitter. Clearly, they’ve made an impression.

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Procurify’s increased focus on video advertising (paired with landing pages) has also been paying dividends. Not only is it a more compelling way to tell the brand story than with search ads, but it’s also significantly reduced Procurify’s cost-per-conversion (CPC) on paid traffic.

Mark Huvenaars, Procurify

The clicks are relatively inexpensive, so we get a lot of traffic to our landing pages. While the conversion rate is only around 0.02%, it’s significant when you consider the volume.

Mark estimates that the CPC for a YouTube ad campaign is roughly 1/4 of what it’d be with search advertising. That’s a meaningful difference.

Get Your SaaS Startup Noticed with Landing Pages

As marketers at a fast-growing SaaS startup, Mark, Jendi, and the others faced more pressure to bring in customers than ever before. So, they got creative. They totally revamped their acquisition strategy and started talking more directly to their target prospects. Based on early results that showed a 38% demo rate for their ABM campaign, it looks like a slam dunk.

Mark credits at least some of that success to adding Unbounce to Procurify’s toolkit:

Mark Huvenaars, Procurify

If I were to recommend Unbounce to another SaaS company, I would say it can grow with your growth. It’s highly scalable. It saves time, and it integrates with the marketing tech stack that you likely currently use.

What have we learned? In marketing, independence is key. It would’ve been really tough for Mark and the Procurify team to pull this off if landing page development and design had been a bottleneck. But armed with a bevy of on-brand templates (thanks, Jendi!), the marketing team is free to launch campaigns as fast as they can dream ’em up.

Wanna give ABM a whirl at your SaaS company? First, figure out how you’re going to get your product in front of decision-makers at your target accounts. Then drag-and-drop together a super personalized landing page that’s sure to get you noticed.

from Marketing https://unbounce.com/campaign-strategy/procurify-account-based-marketing-landing-pages/

The Best Super Bowl Commercials 2020

It’s here. The Best. Super Bowl. Commercials. 2020. That’s right, we’ve compiled the very Best Super Bowl Commercials 2020 here below and what and epic year for Super Bowl Commercials, it feels like everyone is back. Almost… Watch the Porsche, Amazon, Google, Doritos, Budweiser, Cheetos, Pringles, Heineken and Soda Stream Super Bowl Commercials here. All […]

from Marketing http://www.digitalbuzzblog.com/the-best-super-bowl-commercials-2020/

How Thinkific’s Using 700+ Landing Pages to Double Their SaaS Growth This Year

When SaaS companies grow, they want to grow fast.

But for every dollar you raise from investors, for every new developer you hire, and for every new beanbag chair you add to your fancy office loft—your marketing team gets put under just a little bit more pressure. Because when you start to scale up, everyone looks to the marketers on your team to deliver more leads, more demo requests, more trial starts, more paying customers, more, more, more.

(OK, so maybe it’s a lot of pressure.)

That’s why it’s important for SaaS marketers to be able to build and test campaigns quickly to see what actually works. It’s a strategy that’s helped Thinkific, the #1 software to create and sell your own online courses, grow from a scrappy startup to an industry leader in just a few years.

Here’s what Andrea Merson, Senior Director of Marketing and Creative at Thinkific, remembers about when they were just starting to scale up.

Andrea Merson, Thinkific

I was with the company when there were just six of us. We had no design team for marketing and really limited resources. Back then, we were just trying to iterate quickly to see what worked.

Since then, Thinkific has grown into a company of over 100 employees and 40,000 customers. And Andrea says they’re still ramping up to become even bigger—over the next year, Thinkific is on track to double in size.

To drive all this growth, their team is running some seriously impressive marketing campaigns. Here are just a few of the ways Thinkific has been able to generate leads and expand the top of their funnel using Unbounce…

  • In less than two years, Thinkific published over 700 landing pages to drive more than 150,000 (!!!) conversions.
  • On one promotional campaign alone, they were able to drive 600 new customers to sign up for Thinkific Pro over just two weeks (doubling their traffic and conversion rates from the year prior).
  • They’ve been able to hit 50% conversion rates on their webinar landing pages, even getting over 10,000 people to register and participate in a recent online summit.

Wanna see how they did it? You can hear from Andrea herself in the video below, or keep reading to see some of the real campaign examples that helped Thinkific grow like a dream SaaS business.

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Launch campaigns faster. Build high-converting Unbounce landing pages for trials, demos, and lead gen—all without disrupting a single developer. Get started today with your free 14-day trial.


The Challenge: How Do You Scale Your SaaS Company and Grow Faster?

No matter what type of SaaS company you work for—startup or scale-up—the best way to keep growing your business is to move fast and try new things. Andrea Merson can tell you from firsthand experience that having an agile marketing team is absolutely crucial if you’re in the process of scaling up.

Andrea Merson, Thinkific

I think the hardest thing about being a SaaS marketer is that the landscape is always changing. And at every scale of growth, you’re dealing with different challenges … you always have to be quick enough to be able to respond to what those changes are.

Right now, Andrea says the main challenges at Thinkific are centered around launching new products successfully, breaking into new industries, and continuing to grow the company. 

Andrea Merson, Thinkific

But when you grow as an organization, you’re also taking on a million more tasks and a million more projects. Right now we’re on a trajectory to double in growth. And that really for us means getting out to a larger audience.

Currently, Andrea says they’re averaging one new hire every week—so they have to be running a TON of campaigns to keep the top of the marketing funnel full. (Like, pretty much all the time.) And that’s exactly where a tool like Unbounce comes in handy.


The Solution: Three Ways Thinkific Uses Landing Pages to Fuel Rapid Growth

Over the last two years, Andrea and the team have created over 700 landing pages. Here are some of the different ways they’ve been able to use Unbounce to generate more leads and fill their funnel faster.

1. The Epic Back-to-School Campaign

SaaS Landing Page Example - Thinkific
A landing page example created by Thinkific for their “back to school” promo. Click to see the whole thing.

For the last two years, the team at Thinkific has run a “back to school” promotional campaign with the goal of driving more signups in early September. The campaign promotes a bonus package of exclusive resources and tools that new course creators (i.e., prospects) can use if they sign up for a Thinkific Pro plan.

Andrea Merson, Thinkific

We built a dedicated landing page specifically for the back to school campaign. For this one, we went after a niche segment of our audience who we knew was just getting started. They already knew about online courses, but really needed some extra training.

But while this landing page looks mighty impressive, Andrea says it actually didn’t eat up as much of their marketing resources as you might think. The project manager who ran the campaign (with the help of one in-house designer) had only been with the company for a few weeks.

Andrea Merson, Thinkific

She had no coding experience and no design experience. But—within the first couple of hours—she was able to really quickly jump into Unbounce and understand how to use the drag-and-drop builder to get the campaign up and running.

To drive traffic to their landing page, Thinkific used a combination of email, PPC ads, and an Unbounce sticky bar on their website. They targeted an audience of people who were interested in becoming course creators—but needed some help to hit the ground running. The copy on the page did a great job of getting inside their heads and speaking their language.

One of the PPC ads Thinkific used to drive traffic to their landing page.
Andrea Merson, Thinkific

We were able to craft messaging on that page that spoke directly to that audience. And we used the Unbounce page to be able to really outline exactly what is going to be in that offer and allow people to see the value.

Having run the “back to school” campaign for two years in a row now, the team at Thinkific was able to iterate and optimize their landing page this year to see even better results. Andrea says they were able to drive twice as many signups for Thinkific Pro by building on what they learned from last year’s campaign.

SaaS Landing Page Example - Thinkific
A clear outline of the offer (and a sprinkling of FOMO) helped make this promo successful.
Andrea Merson, Thinkific

We doubled our conversion rates over last year and we doubled our traffic. At the end of the day, we had 600 people claim the offer through Unbounce. And that’s because we did a lot more work outlining our offer and really diving into the value.


2. The Think in Color Online Summit

SaaS Webinar Landing Page - Thinkific
An example of a registration page for a Thinkific online summit called “Think in Color.” Click to see the whole thing.

Thinkific also uses Unbounce landing pages to regularly host free webinars and virtual summits. Andrea says this has been a key strategy for them to not only capture more leads—but also grow their online community. 

Recently, their team produced an online summit called “Think in Color” that was particularly successful.

Andrea Merson, Thinkific

We designed Think in Color to help underrepresented women, especially women of colour, get the training and community they need to thrive in digital entrepreneurship and online courses.

The Think in Color summit helped Thinkific reach and support a new audience—one that has been traditionally underserved online. It featured over 15 raw interviews with a diverse group of women entrepreneurs, rolled out over a four-day period.

And while putting together even a single webinar can sometimes feel like a Herculean task, Andrea says Unbounce helped make the execution easy. They used landing pages for every part of the summit—from the registration page, to the sign-up form, to the actual page that hosted each interview.

Thinkific uses the Unbounce integration with ActiveCampaign to seamlessly connect their landing pages to their CRM. So every time someone signs up for a webinar, they automatically get tagged as a lead and moved into their funnel.

The team from Thinkific created multiple Unbounce landing pages to host the virtual summit.
Andrea Merson, Thinkific

We created a separate landing page where users could register for the summit. Once people signed in, we had a form pop up where we could collect more info … Where are you from? Who is your audience? That way, as we continued the summit, we could send attendees content curated specifically to their needs.

The summit was a smashing success, with over 10,000 people registering to attend. And Andrea says they have been able to continue to market to these leads after the fact through email, as well as a dedicated Facebook community they set up for the event (which currently measures in at over 1,700 members).

Thinkific set up a Facebook group to keep the conversation alive (and the leads engaged) after the summit was over.
Andrea Merson, Thinkific

Campaigns like this give an opportunity for awareness that you otherwise wouldn’t have. It gets an opportunity for people to come together and for people to learn from each other.


3. The Testing Ground for New Website Additions

Beyond campaigns, Thinkific also uses landing pages to test new products, pages, and ideas before officially launching them on their website. Andrea explains that they’ve started to do this because they can move faster in Unbounce than they can in WordPress.

Andrea Merson, Thinkific

We use Unbounce and the WordPress plugin to test our ideas and iterate on designs without ever touching our front-end design and development resources. That way, we can test and validate ideas before we bring in costly resources to hard code our website.

A Thinkific landing page built in Unbounce (left) compared to the Thinkific website (right).

Using the simple Unbounce integration with WordPress, the team at Thinkific can build, publish, and test new pages that look just like the rest of their website—without having to get up to their elbows in code.

Andrea Merson, Thinkific

The integration from Unbounce to WordPress is super seamless. The URL looks the same to our audience, but it gives us the power of the back end of Unbounce too. We can measure how things are doing, get a new page up really quickly—and our audience knows no difference.


The Results: 150,000+ Conversions in Less Than Two Years

If you’re looking for a recipe to grow your SaaS faster, Andrea says that landing pages are a key ingredient. In the last two years alone, Thinkific has been able to drive over 150,000 conversions via Unbounce—those being leads captured via forms, signups for free plans, or subscriptions to paid plans.

And thanks to Unbounce, Andrea says they were able to deliver these results (across 700 separate landing pages) without breaking a sweat.

Andrea Merson, Thinkific

Unbounce is so easy and fast. The fact that it allows anyone on my team within hours to jump in and get started is truly incredible. And sometimes the best thing is you don’t have to think twice about it.

Since the very beginning, Thinkific has used Unbounce to build high-converting landing pages and bring in new customers. It’s been a key tool for them to scale up their SaaS and become industry leaders—and Andrea says she can’t wait to see what they do with it next.

Andrea Merson, Thinkific

I would absolutely recommend Unbounce for any other SaaS company, small or big. I’ve been on both sides of the spectrum. Anyone can jump on and be able to use a drag-and-drop builder, understand how to build a landing page and get it up there and iterate.

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

from Marketing https://unbounce.com/campaign-strategy/thinkific-using-landing-pages-double-saas-growth/

The 2020 Global Digital Landscape Report

The 2020 Digital Landscape Report is here. It basically covers everything you need to know about mobility, the internet, social media, and e-commerce the world over in 2020. Here are a few highlights: There are 5.19b mobile phone users, 4.54b people on the internet and 3.8b people using social media. The report overs all social […]

from Marketing http://www.digitalbuzzblog.com/the-2020-global-digital-landscape-statistics-report/

How Ecommerce Company Packlane Delivers On-Brand, Targeted Campaigns with Custom Landing Pages

Step inside the marketer’s brain and you’re likely to find some healthy skepticism. Does this $50 Airbnb come with a three-digit cleaning charge? Will “free shipping” require my firstborn to clear customs? Why does this anonymous benefactor need a credit card number to give me my millions? (And how did he get my email?) Do “fully customized” landing pages secretly mean slower launches, a bulkier building process, or not-totally-customizable-but-hey-close-enough?

Not so—at least when it comes to landing pages. Just look to the customization masters at ecomm packaging company Packlane. They make retail-ready, custom corrugated mailer boxes, shipping boxes, and folding cartons for subscriptions, ecommerce, and gifts that can be as simple or fancy as your heart desires. And they get real meta when it comes to their customization. Not only is it a pillar of their service, it’s also instilled in their marketing with oodles of customized landing pages. 

But do oodles of customized landing pages equal oodles of time? Oodles of effort? Oodles of conversions? We pulled the lid off a few of Packlane’s landing pages to find out how they use them to create speedy, beautiful, super-targeted campaigns

Are you an ecommerce marketer? Learn how Unbounce can help you turn more browsers into buyers.

When you need to publish fast

It’s no secret that ecommerce is a highly competitive and fast-paced world—one with so many options, you can buy your chicken a leash for both casual and formal occasions

No matter which ecommerce niche you’re in, keeping up often requires working fast to get new promotions to market. But the catch-22 is that your landing pages can’t look like they were created quickly. When they do, they undermine your campaign thanks to inconsistent branding, rushed copy, or poor-quality images.  

Full disclosure, one of the reasons we approached Packlane is because we have serious :heart-eyes: for their gorgeous branding—and how seamlessly it’s woven into each of their landing pages. We asked Remy Tennant, Packlane’s Director of Growth, about getting pages published fast while running a tight design ship.

One launch comes to mind. We had to get a page up really fast to get this campaign out the door. We often work with an agency, but this was a complete DIY job for our marketing team with no development or design resources.

The page—where customers can apply to be featured as part of Packlane’s Custom Packaging Inspiration Gallery—is relatively minimal and, says Remy, “admittedly not our most beautiful.” But at an 18% conversion rate and climbing, it’s a rush job that’s more than delivering on its investment

Image courtesy of Packlane (Click to see the whole thing.)

It’s also easy to duplicate and rework, opening the floor for testing and expansion within the campaign. “Word on the Lane” is a video series featuring Packlane customer stories, with a similar submission landing page (converting at a cool 23%) to add a multimedia element to their customer showcase.

Image courtesy of Packlane (Click to see the whole thing.)

Being able to build and customize landing pages quickly creates more breathing room for experimentation, lower-stakes launching, and higher margins of ROI. Says Remy:

On our own, the entire process of launching a page—from initial content creation, to picking a template, to building and customizing it—takes about four to six hours. Our marketing team can easily get a page up within a day, working completely in-house.

Get inspired with 27 jaw-dropping examples of ecommerce landing pages in our Ultimate Ecommerce Landing Page Lookbook.

When you need to collaborate

A more typical scenario for Packlane’s marketing team involves working with outside resources. Though their agency is an ocean and several time zones away, collaborating on landing pages is a simple process. Remy explains:

I can tell you, right out of the gate, that collaborating with third-party developers and designers without having to involve our internal tech team and get lost in the mess of our custom website is a huge win.

Everything we do on our main site has to go through our engineering team, and we don’t have in-house design resources. So we work with an agency that’s based in Poland for the vast majority of our design initiatives.

Their “Size Matters” page, where customers can calculate custom sizing, is a ringing example of what this can accomplish. Pixel-perfect branding, slick design, animated graphics, and a dynamic calculator that gives recommended dimension and style options for your packaging make for a landing page that’s not only beautiful, but fully interactive. 

Image courtesy of Packlane (Click to see the whole thing.)

It’s versatile, too. This page is used at several points of the customer journey, particularly as an onboarding and educational tool.

Our sales team and customer service team use this page to lead prospective and new customers through the customization process and help them figure out the right measurements for their packaging.

It’s simplified what can be a very complex and technical process, and has definitely helped convert more customers.

Learn from another ecommerce success story and how landing pages helped Zola boost their conversion rates from 5% to 20%: How Hyper-Targeted Marketing Helped Zola Take Over the Wedding Industry.

When you need to really target

With great customization power comes great responsibility. Packlane offers endless packaging options—be it by style, size, material, design, and labeling. They service customers from all sorts of verticals within ecommerce, and they cater to all of their different needs based on product type, seasonality, and audience. It’s a tall order, pun intended. 

How do they tackle this complexity? Custom landing pages for specific industries and campaigns. Instead of relying on visitors to browse their website, or talk to a sales rep, or sign up to see their smorgasbord of packaging options, Remy describes how Packlane comes to them with targeted landing pages. 

Our custom cosmetics page is one of our most-visited pages and ranks pretty well for custom cosmetics packaging. We do a lot of SEO, and the ability to add metadata is obviously really important.

We’re also big into A/B testing—one page I recall saw a conversion lift of 15% after testing headlines—so we’re looking forward to running experiments with this page. Results TBD!

Image courtesy of Packlane (Click to see the whole thing.)

Seasonal promotions are another example. For ecommerce marketers, the holiday season brings more than just sleigh bells and eggnog and strained small talk with your distant uncle over a shrimp cocktail platter. It brings massive opportunity for sales and festive campaigns

Packlane answered opportunity’s festive knock with their “winter wonderland” White Ink landing page. It showcases white-ink designs for Packlane’s customers to get their customers (didn’t lie when I said they get meta) in the holiday spirit. Plus, they get a free downloadable package with 30 holiday-themed design assets. 

Image courtesy of Packlane. (Click to see the whole thing.)

The results put Remy in a merry mood, too:

This page gets a good amount of traffic as well, and was a great way to test different promotional techniques like the free graphics package. We’ll probably do something similar in the future.

So whether you’re in a mad rush, managing a lot of cooks in the kitchen, or creating a bunch of different pages for specific audiences with specific needs, it doesn’t have to be accomplished at the expense of brand quality. Just ask Packlane.

Customize your way

Ready to start building and customizing your own ecommerce landing pages? Publish as many as you want, for free, with a 14-day Unbounce trial. And if you have any comments or tips of your own you’d like to share, fire away below. 

Ecomm landing pages

from Marketing https://unbounce.com/landing-page-examples/how-ecommerce-company-packlane-delivers-on-brand-targeted-campaigns-with-custom-landing-pages/

Not Using Landing Pages in Your Ecommerce Email Marketing? Here’s Why You Should

We’ve all had it happen. You meticulously craft an ecommerce email marketing campaign that’s gonna help you sell a ton of products. You build a beautiful HTML template, write engaging copy, and A/B test your subject line. You implement an obvious and compelling call to action.

And after all that work, the landing page that your email directs folks to has a high bounce rate—or worse, a low conversion rate.

What gives?

It could be that your emails are writing checks your click-through destination can’t cash. If you send out a 15% off promotion for dog treats and link your audience to someplace with no mention of the discount, visitors are gonna be confused—and they’ll lose interest in a hurry.

Bottom line: Failing to match the messaging in your email with the copy and visuals on your landing page will hurt your conversion rate.

Maybe you already know it’s a problem, but you feel like you don’t have the resources to pair all of your offers with campaign-specific pages. Fortunately, there’s an easy fix. Here’s why you need to match your emails to your landing pages in your next ecommerce campaign, and how you can do it really, really well.


The Real Reasons Your Email Subscribers Aren’t Buying

Let’s be honest. Sometimes in marketing, you can get away with doing less—and that’s a problem.

Email marketing offers some of the best ROI in the business. When you’ve already got someone’s email address, you can expect them to open 14% of the emails you send, with click-through rates just under 7% overall. Estimates suggest that there’s $44 of revenue generated for every dollar spent on email marketing.

With stats like these, you can just half-butt your ecomm email promotions and still do pretty good, right?

Not exactly. If your emails are paired with landing pages that have high bounce rates or low conversion rates, you’re not just leaving money on the table—you’re also bombarding your potential customers with marketing that just doesn’t resonate.

Here are some of the common reasons email promos underperform:

1. Your storefront product page isn’t enough

Data indicates the average bounce rate is 9%, even with load times of less than two seconds. If you’ve seen higher bounce rates on the destination page of your email promos, it might be that you’re not linking to a relevant enough page in the first place.

Your online store’s product pages are specific no-no’s for this purpose. They’re often short, lack details mentioned in your email, and don’t create a consistent experience from click to click.

2. You’ve got too many escape routes

Another problem with your online store’s product pages is that it’s too easy for customers to get distracted and leave. Think about all of the escape routes: website menus, product navigation, highlighted deals that have nothing to do with your email.

Your ecommerce landing page needs to be built as a distraction-free, conversion-optimized funnel. Always encourage your customers to go forward, not sideways.

3. You’re a victim of the paradox of choice

Even if you cut down on the escape routes, too many options can lead to fewer conversions. As Barry Schwartz explains in his book, The Paradox of Choice: “What we don’t realize is that the very option of being allowed to change our minds seems to increase the chances that we will change our minds.”

The same is true for your visitors. Landing pages with just one call to action have been shown to have 2% higher conversion rates than those with five or more.

4. Your landing page is trying to do too much

When your landing pages are more specific, you can get away with using fewer words. You may also find that it’s better for your conversion rates: landing pages with less copy tend to outperform pages with too much copy at a rate of 14% to 11%.

Josh Garofolo, CRO expert at Sway Copy, explains:

A product page will never do more than an “okay” job because it needs to cater to everyone—every persona, every use case, every traffic source.

Sending subscribers to a focused landing page that leverages everything you know about them—including the context behind the link they’ve just clicked—is the most reliable way to increase conversions.

Why Every Ecommerce Email Marketing Campaign Needs Its Own Landing Page

To summarize some of the things we’ve already covered, here are some of the biggest reasons that you should be pairing email promotions with dedicated landing pages:

  • Avoid confusion and frustration. When someone clicks a CTA in your email for a specific offer, they don’t want to end up on a page that doesn’t mention that promo. They may wonder if the offer is even valid.
  • Target specific customer groups. More specific landing pages help you hit on more customer segments. In one example below, you’ll see how Samuraw targeted specific customer groups with unique pages for each.
  • Maintain purchase momentum. A customer clicking your email offers is further in the sales cycle than a customer who just discovered your product pages. Creating specific landing pages helps you target those customers who are more prepared to buy and streamlines their path to purchase.

B2B email expert Sophia Le makes the case for pairing emails with landing pages this way:

If ecommerce brands take the extra step to make a landing page, it allows them to create a consistent story arc between the email copy and the actual conversion goal.

The more seamless it is, the more likely the conversion. Plus it’s less jarring for the email subscriber when the transition from email to landing page is a smooth one.


How to Match Your Emails with Your Landing Pages (& Maximize Conversions)

Here are some quick tips for creating landing pages that convert more of your email subscribers:

  • Be consistent in design. The first thing that visitors are going to internalize is how the landing page actually looks. When someone clicks on your CTA in the email, the last thing you want to do is surprise them. To create a seamless experience, include consistent design elements like colors, fonts, and images.
  • Minimize navigation. This is a landing page, not a launching page. Yet too few ecommerce marketers seem to realize that: only about 16% of landing pages are free of a navigation bar. Be sure you’re in the other 84%.
  • Reduce friction. Automatically fill in whatever information you can for visitors on your landing page. For example, if they clicked on a coupon code, make sure it’s already applied to their cart. This reduces the amount of clicking a customer has to do when they’re placing an order.
  • Make one offer per landing page. While 48% of landing pages make multiple offers, you can reinforce the specificity and consistency of your own promotion by focusing on just one offer per page.
  • Make sure the offers match. Don’t make the mistake of promising a discount in an email without also mentioning it on the landing page. Keep the messaging precisely matched so customers don’t have to wonder if they’re in the right place.

Val Geisler, email expert at FixMyChurn, offers this advice:

Landing pages help you be super specific with your audience, and they help your audience feel seen and heard. You can create custom landing pages for various segments of your email list and—using targeted content based on what you know about them—speak directly to their needs.

So, what should a great ecommerce email landing page look like? Let’s check out some examples.


Ecommerce Email Marketing & Landing Page Examples

Example: Codecademy

Let’s kick things off with an incredible example from Codecademy, an online learning platform with courses in programming languages like JavaScript and Python.

This email promotion offers a 25% Black Friday discount on annual memberships for Codecademy Pro, a paid subscription that unlocks all of the platform’s educational coursework. In addition to the savings, Codecademy’s pitch here is all about reaching your potential: unlock the tools, get an actionable plan, achieve your goals.

Recipients who click on Codecademy’s email call to action are directed to an attention-grabbing landing page that expands on the email offer:

Ecommerce Email Marketing - Codecademy Landing Page
Image courtesy of Codecademy. Click it to see the whole thing.

Yeah, it looks great—but this Codecademy page is also converting almost half of everyone who lands here. This is why the promotion works:

  • Incredible design from start to finish. Codecademy uses bold colors and layered patterns to create a promo email that jumps right out of your inbox. Those elements carry over to the landing page, delivering a seamless experience throughout.
  • No introduced distractions. There’s no navigation on the landing page, and none of the ideas are new—just more information about the things we saw in the email. Codecademy repeats its pitch around harnessing your potential, explains its value props, and includes a testimonial as social proof.
  • Focused call to action. There are three buttons on this landing page, but they all point to the same place: checkout. Codecademy uses a sticky bar to remind visitors about the email discount and keep the savings top-of-mind.

Example: Samuraw

Next is Samuraw, a multivitamin and probiotic formula that comes in two versions: one for children, one for adults. The challenge? Addressing each of those target segments with a single campaign.

Another Black Friday email marketing promotion, Samuraw starts by highlighting its holiday discount. Scrolling down, customers find two specific offers—one for each version of the formula.

When someone clicks either “Add to Cart” buttons, they’re taken to a landing page (built by Webistry) that corresponds with the selected formula.

Ecommerce Email Marketing - Samuraw Landing Page
Image courtesy of Samuraw. Click it to see the whole thing.

Pretty intuitive, huh? But that’s not the only reason this example from Samuraw is awesome. Here are some other things they’re doing right:

  • Consistent branding and messaging. The offer being highlighted appears above the fold in the email and on the landing page. The color schemes are the same. Even the product pictures don’t vary. It’s hard to imagine any visitor getting confused when they wind up here.
  • Reduced friction and streamlined checkout. The discounts offered in the email are automatically applied once someone clicks through to the landing page. Samuraw makes it simple for customers to reach the final purchase decision.
  • Segmented customer messaging. “Add to Cart” is a call to action that almost begs to point to a product page, but Samuraw instead links to two specific landing pages aimed at either adults or kids to close the sale. With added details, these pre-cart landing pages do a better job of selling than online store pages.

Example: Great Wolf Lodge

Next up is Great Wolf Lodge, a family of indoor water parks and resort hotels.

Over the summer, they drive bookings through an email marketing campaign that touts their Summer Camp-In event, which includes campfires, pool parties, BBQs, and all kinds of other outdoor fun—only, y’know, inside.

To spur interest, Great Wolf Lodge sent out this well-designed email campaign that highlighted some of the main activities going on, as well as lots of images showing families having an awesome time.

From here, recipients are invited to “Book Now” through the email’s CTA button, which leads to the following tailor-made landing page:

Ecommerce Email Marketing - Great Wolf Lodge Landing Page
Image courtesy of Great Wolf Lodge. Click it to see the whole thing.

As they scroll down the page, the potential booker gets lots of details about what’s included during the event, sees compelling visuals that evoke positive feelings, and even gets a coupon code for a summer-themed suite.

So, well else is working well here?

  • Seamless look and feel. The custom graphics create a consistent experience across the two different touchpoints and generate a feeling of nostalgia with their classic 1950s look.
  • Strategic call to action. The booking CTA on the landing page becomes a sticky bar as the visitor scrolls, so it’s always right at the top of the page and never out of sight.
  • Reinforced discount offer. The coupon code offer is consistent and referenced both in the email and the landing page, helping keep the promotion top of mind.

Looking for more ecommerce landing page examples? Check out our Ultimate Ecommerce Landing Page Lookbook, which features pages from 27 of the top online retailers.


How *Not* to Match Your Emails with Landing Pages

The examples above show a few companies who understand that it’s not enough just to send a great email. Your landing page has to reflect that email if you want to convert your subscribers.

Let’s look at an example of an email and landing page mismatch. Motorsport.com recently ran a Cyber Monday email promotion that promised “better than half price” discounts for customers. Here’s a snippet:

Interesting visuals and a clear call to action make this good so far. But when you click “Subscribe Now,” you’re linked to a landing page with this pricing overview:

It’s great that the link to subscribe sends you to a subscription page. But pay attention to the subtle messaging inconsistencies:

  • Where’s the mention of the “better than half price” sale? Cyber Monday customers that wind up here might wonder if they’ve missed their chance. Are they receiving the discount, or not? This sort of confusion can lead them to bounce.
  • If a discount was applied, is it the one we were promised? Is $8.60 per month “better than half price”? Is so, there’s no indication of that here.
  • Why is there a different call to action? “Subscribe Now” becomes “Get the Full Story” and “Select Package.” There’s a missed opportunity here to more carefully match the messaging and imagery from email to landing page.

Visitors who wanted a unique deal might click anyway, but since the landing page doesn’t even mention the discount, lots of people are going to conclude they’re in the wrong place.


Turn Ready-Made Email Clicks Into Ecommerce Sales

Email conversion expert Laura Lupoch sums things up nicely:

To get an email subscriber to make a purchase, you need a series of touchpoints where they keep saying “yes” to you. That sets the stage for the big “yes” at the end when you ask them to buy.

Think of your landing page as another major step in that “yes” journey towards making a purchase.

If you see high click rates on your emails but not high conversion rates on your landing pages, it doesn’t necessarily reflect on the quality of your emails. It might just be that your emails have promised something your landing page failed to deliver—and that’s hard to say “yes” to.

This is where a landing page builder helps. You can quickly drag-and-drop together specific pages for each email promotion (all without a developer) and deliver a consistent purchase path from inbox to checkout.

from Marketing https://unbounce.com/email-marketing/match-ecommerce-offers-with-landing-pages/

Google Tag Manager Book

I am pleased to announce that my first ever book is now available on Amazon.

Google Tag Manager – Zero to Hero

This book teaches you everything you need to get started with Google Tag Manager. The book is based on my best selling Google Tag Manager Course.

Reviews:

If you know nothing about Google Tag Manager, this is THE very best place to start. If you’ve been working with Google Tag Manager for some time, this book will validate what you know and unpack to complexities you’ve tripped over. There is no fluff in this book. It jumps straight into the details in the proper order and at the right speed for understanding and mastery. There are no wasted words – no wasted time.

I’ve known Anil Batra for almost 20 years through our relationship in helping create the Digital Analytics Association (DAA) and his speaking at my Marketing Analytics Summit. He has given lectures, produced workshops, and delivered online courses for the DAA (and other organizations), teaching thousands of students. All of them have given Anil the highest scores for his lucidity and the depth of his knowledge. Anil is that rare combination of knowledgeable, forthcoming, and accessible. Clearly, I am a fan.

 – Jim Sterne, Founder Marketing Analytics Summit & Co-Founder Digital Analytics Association

I have been a member of Anil’s Udemy classes and Facebook group for quite some time. I bought the book because it is a great resource to refer to. Plus, it makes me smarter! He is an excellent instructor, you will love his presentation style.
 – Brenda M.

In this book I take you through various features of Google Tag Manager and show you how you can implement various Tags.You will go from not knowing anything about Google Tag Manager and Data Layers to mastering them and using them with confidence.

The book will cover the following topics

  • Fundamentals and Essentials of Tag Manger (Applies to any tag manager) 
  • Signing up for Google Tag Manager 
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  • How to setup external link tracking as Events in Google Analytics via Google Tag Manager
  • How to setup Button click tracking in Google Analytics 
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You can order your book at Amazon or on https://training.optizent.com.  Get a video course of the same book at https://training.optizent.com

Not interested in Book? Signup up free Google Tag Manager course.

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from Marketing http://webanalysis.blogspot.com/2019/12/google-tag-manager-book.html