How Web Studio in 4 steps increased the number of applications 2.5 times and increased the average bill
4 tools, 4 simple steps, process automation and a good result that could not be achieved using these tools separately.
Have you ever thought that Internet marketing tools are like a big sports team (imagine any team game that you like)? If a player takes “the whole game” onto himself, then usually the result of the game leaves much to be desired, the same with the tools. We all know that teamwork requires constant interaction and a well-coordinated game, only then you can get synergy and achieve good results.
The problem is that the marketing of most companies is just focused on a single function or tool. The tools do not agree with each other and do not work in a team, therefore they do not fulfill the MAIN task - sales. It seems that time is spent on each instrument separately, and the return is very small.
Imagine yourself a coach in this situation, you should get the most out of your team of tools - increase the number or amount of sales. Therefore, Internet marketing should be comprehensive.
For example, take the stage when the user has already arrived at your site (it doesn’t matter if you attracted him from contextual advertising or some other channel), your next task is to convert him into a client. It would seem that the task is simple, because the user has already found us, which means that by half he is already our client. At this point, many marketers act differently. Someone does the newsletter for everyone, someone gives all users discounts, someone does nothing, etc. It is in this place that a turning point occurs, which can cost you 80-90% of lost customers and lost profits. 80-90% - on average, so many visitors leave the site without having done the target action.
Let us give you an example of the marketing campaign of Anivers studio, which the studio implemented through the Carrot Quest service(a service where eCRM, online chat, email newsletters and pop-ups are integrated). The studio used 4 combined tools and got good results.
e-CRM, popup, chat and email newsletters
If you know what each user does on your site, then you understand what he is interested in and due to what he can be transferred to a client. Therefore, we combined e-CRM (knowledge of the actions of each user on the site) with the main tools of Internet marketing: an online consultant for the site, email newsletters and pop-ups.
Let's consider the possibilities of such a union using the example of Anivers web project studio.
Situation: Visitors go to the site, read various information, but most of them never send an application.
Solution: Personalize communication with each user. Define a user segment, show pop-up, make a distribution of 3 letters, make an offer and automate this process.
Step 1 - User Segmentation
The fact that not all visitors send an application is normal, because many still study information and make choices. Most users need help and bring them to the purchase, but to do this, it is important to know each user, his motives and interests.
In the Carrot Quest service, we collect all information about the individual actions of each user on the site. In other words, we read user behavior. Here's what it looks like: Knowing what users are doing, we can automatically divide them into specific segments and continue to work individually with each. So , the user goes to the Anivers website and after a while goes to the "Portfolio" section
Already at this stage we can understand what the visitor is interested in. For example, we see that he is actively looking at the online stores section, so he automatically falls into the online store segment. Now we know how to bring it to sale. Case for small.
All the information that we will begin to “deliver” to him in order to convert him into a client will be related to the topic of online stores. Agree, what kind of efficiency can we talk about if we “stuff” it with content about SaaS services or about how to organize a webinar. What is the use of it? For other segments, this would be interesting, but not for him. In this case, he will never dare to buy from us.
Remember, this happened to everyone: you register in some service, and they immediately begin to flood you with irrelevant newsletters for you. What do you say? I personally will immediately unsubscribe or will ignore such letters.
In fact, this is a constant mistake of most marketers. They launch the same campaigns and solutions for all users (chips, tools, texts, etc.). People are not clones, so you need to know what interests them - to monitor user behavior on your site.
Step 2 - collect leads by personal messages
We already know which segment the user belongs to and assume, due to which it can be brought to a purchase.
If up to this point the visitor has not left an email, we need to know it in order to convert it into a client due to useful content. To do this, we set up an automatic pop-up window, where we offer to leave your email. For example, for receiving useful articles about creating or promoting online stores. This approach is very effective in lead generation, as allows you to get contacts of potential customers without the use of intrusive advertising. In this case, the conversion to the left email is almost 35%. This is a remarkable result when you consider that the average rate of collecting emails using a pop-up window is usually in the range of 15-25%.
If the user’s address did not reach you, our article on how to convert a visitor will help you if you don’t know his email address .
Step 3 - work with the user by mail
Further, a chain of 3 letters with benefit (trigger mailings) is automatically launched to the user's mail.
- “25 errors when creating an online store” (will be sent in 1 day);
- “An article-case about abandoned baskets” (in 3 days);
- “How usability and design affect sales in an online store” (after 7 days).
We took the idea of 3 letters from Neil Pattel, founder of KISSmetrics. He says that in most cases, reading a user 3 letters or 3 articles is enough to understand the value of your product and become your client.
It is clear that for different markets this figure will be different, because decision making process may be different.
All the best emails today almost do not contain any advertising, give the user benefits, show that you are an expert and he will come to you. It is enough just to follow the statistics and test different types of letters. Such article cycles test the interest of users and “heat” them (lead to the purchase). After that you send your offer.
Step 4 - the final touch and work with the client.
A number of users begin to contact the company before they receive the last letter from the chain. For the rest, a “Sales Letter” comes into play which offers special working conditions if the reader contacts the company within 30 days.
As a result, many users respond (write to the company) directly from the email newsletter. Such a message comes to the operator in a chat, which sees all the information about the user (what letters he read, which segment he enters, etc.). With this information, operators make a personal sale with minimal effort. At this stage, most users are already ready to place an order, operators simply help them with this.
Users can communicate both from mail and in the chat itself, dialogs are saved in all channels. Employees of the company continue to “lead” the customer in the service throughout the order, storing all the necessary information in their account in Carrot Quest . By creating and automating such a simple scenario, Anivers were able to increase the number of applications by almost 2.5 times (to be precise, by 2.3). After that, there were so many applications at Anivers that there was a problem of their quick processing. Plus, more importantly, by creating the image of the company as an expert in the eyes of readers, it was possible to increase the average check. It is important that the number of users attracted to the site was the same, that is, additional money was not spent on attraction.
Scenarios for “heating” leads and bringing them to a purchase using Carrot Quest can be created for almost any online business. Only the use of tools and their sequence can differ.