How to Create Effective Call-To-Actions: 8 Best Practices

If your app or website sells products, collects sign-ups, generates leads, or has web users take action–optimizing your call-to-actions (CTAs) should be a top priority.

A call-to-action button, link, or banner convinces a user to click or take the desired action. Most web users likely don’t realize how many CTAs they click daily, from clicking the “Shop the collection now” button on an ecommerce site to “Order Now” on a food delivery app.

As one of the primary elements on web pages, CTAs mustn’t be an afterthought. They have a significant impact. When optimized correctly, a CTA button could mean the difference between customers taking action or not.

Whether you’re peppering them throughout your product, pricing, or landing page, a well-optimized CTA button describes what customers will get, ultimately boosting conversions. 

Why Are CTAs Important?

A strategic CTA can guide your web visitors through their purchase journey and boost conversion rates. An effective CTA captures web visitors’ attention, piquing their curiosity, and seamlessly guides them through the signup process. 

Most web users are already accustomed to the digital world and expect to see CTAs in a prominent position on your landing page or website. However, that doesn’t mean they’re ready to follow your instructions and take the desired action. 

Creating effective call-to-action buttons is an art, but you can quickly master it if you follow these proven practices. 

  1. Leverage Customer-Centric Copy

According to Dale Carnegie, one’s name is the sweetest and most crucial sound in any language.

Well, he’s right.

However, it doesn’t stop with a potential customer’s own name though.

Consumers are just like the rest of humans: self-centered. 

They want to know what they stand to gain from your offer.

One effective way to capitalize on the self-centric nature of potential customers is to use the customer-focused copy in your CTAs.

Words such as “I,’ “my,” or “me” let a prospective know your offer is about them.

Also, it mimics the conversations in the customer’s head.

For example, Nerds Do It Better uses a CTA with customer-centric language.

How to Create Effective Call-To-Actions: 8 Best Practices

The call-to-action in the above example is “Get My Free Consultation.”

You can use this best practice by using those verbs or words to let your prospects know your offer is about them and what they stand to gain from it. 

  1. Focus on the Benefits

One of the fundamental concepts of effective marketing is to sell the benefits instead of the features.

A benefit is a goal a prospect wants to accomplish, but a feature is what your product or service does.

How to Create Effective Call-To-Actions: 8 Best Practices

For instance, instead of saying, “Sign up for my 3-week course on Facebook marketing,” you can say something like, “Learn how to make six figures by selling on Facebook.”

The first example tells your target customers exactly what they’re signing up for, whereas the second clarifies what they’ll gain after signing up. 

Ultimately, both call-to-actions may steer readers to the same destination, but one is more intriguing than the other.

You can leverage this proven technique by:

  • Establishing the benefit a target customer derives by clicking your CTA button.
  • Creating compelling copy around the said benefit.

Click here to learn how you can use chatbots to improve buyer’s experience.

  1. Make It Action-Oriented

You want to encourage your target customers to act–this isn’t the time to play coy!

Call-to-actions that use clear, powerful, and instructive verbs reduce decision fatigue. 

Thus, your CTA button should start with an action or command verb or what some call a trigger word, such as “Download” or “Get.” Here are other examples:

  • Download my course now
  • Get my free quote today
  • Go to checkout
  • Open my account today
  • Swipe up
  • Request a free demo now
  • Claim your code
  • Get exclusive access
  • Sign up here

If you have trouble deciding what your CTA should say, ask yourself–what would my target audience say or think? Bonus tip: Ask your target customers what they think.

If you think they would say something like, “I want to go to checkout,” your call to action may look like, “Go to checkout!”

Action text and verbs will vary depending on your business and industry. So, the CTA copy of a non-profit or B2B organization will differ from that of a retailer. 

For example, this popup campaign uses this best practice:

How to Create Effective Call-To-Actions: 8 Best Practices

You’ll notice the call-to-action is clear and tells the target customer precisely what to do: Join the webinar today!

Also, it leverages the action verb “Join” to inspire web visitors to signup.

If you’re struggling to come up with the right words for your call to action, use power words to elicit an emotional response and boost conversions. 

  1. Create a Sense of Urgency

Creating a sense of urgency generates impressive results when incorporated into CTAs. This can apply to short-term promotions or limited-edition products.

That’s because there’s nothing more tempting than a limited-time offer to impulse shoppers. 

Lean on the Fear-of-missing-out (FOMO) and leverage words such as “this week only,” “today,” or “now” in your call to action to inspire customers to take the desired action immediately. 

How to Create Effective Call-To-Actions: 8 Best Practices

The example above does a fantastic job of creating a sense of urgency. However, my problem is with the red X marks–they denote points of information, but to me, it seems like the tickets are sold out or canceled events. 

  1. Address and Overcome Customer Objections

Objections are any ideas or thoughts that may prevent a target customer from clicking the CTA button.

Potential customers may have many objections.

Common objections include:

  • Users are concerned that canceling their subscriptions will be a huge hassle.
  • Customers don’t want to enter their credit card details.
  • Customers are afraid you sell or misuse their information.
  • Customers fear that they’ll receive constant emails or sales calls.

Objections are things you can’t just ignore and wish they would go away.

Try using your CTA buttons to address and overcome common objections.

For instance, Basecamp does a fantastic job with its CTA button. 

How to Create Effective Call-To-Actions: 8 Best Practices

The CTA above addresses and overcomes two of the most common customer objections:

  • I don’t want to enter my credit card details.
  • Is it hard to cancel my subscription?

You can create a high-converting CTA button by determining what your target audience doesn’t want to happen and finding ways to assure them that those issues won’t happen. 

Click here to read more on digital marketing platforms that can help you scale your business.

  1. Leverage Contrasting Colors

Website owners always look for the highest converting colors; however, no universal color is ideal for conversions. And what works for your competitors may yield different results for you and your business.

For every designer or marketer that claims that a bold, attention-grabbing blue is the best color for a CTA button, another swears that red is the best because it symbolizes “excitement” and “action.” Instead of searching for the magic combination, remember that customers are likely to notice and remember a CTA button that stands out from everything else around it.

Further, contrast isn’t all about picking complementary colors on the color wheel; it’s also about value. For example, a light blue CTA button won’t stand out against a light blue background like a dark blue button. Your CTA copy should stand out against the button. Finally, don’t forget that your target customers aren’t all alike, and some might have different accessibility needs–which should ultimately influence your color choices. 

Here’s a great example of contrasting colors:

How to Create Effective Call-To-Actions: 8 Best Practices

Purple and green are great contrasting colors. 

If you’re still unsure what looks best for your brand, try the squint test and see what’s the most appealing. 

  1. Make It Hard to Miss and Easy to Find

Even though you created a compelling CTA copy with contrasting background colors, it doesn’t matter if nobody sees it. So first, make sure your CTA button is hard to miss. It must be large enough to stand out on the landing page but not too large that it looks like spam or obnoxious. And, if your web visitor is ready to take the next step, they shouldn’t have to struggle to find your call-to-action button because they might get confused and abandon their search.

You should place a CTA button where your web users will look next. Ideally, place a CTA button in the upper area of a web page or above the fold. For instance, you can add the same CTA several times on a landing page or leverage a frozen navigation bar, especially for long pages with loads of information. Based on the natural flow, most apps and websites add a call-to-action button under the content web users are supposed to interact with.

Being careful about CTA placement is also crucial for mobile devices. If you’re using a mobile-friendly web page, which is a must in today’s digital era, ensure your call-to-action appears above the fold on mobile devices, too. Above the fold means where a web user first lands on a webpage without scrolling. 

  1. Test & Iterate Your CTAs Regularly
How to Create Effective Call-To-Actions: 8 Best Practices

It’s not enough to create a CTA button and trust your gut about designing it and writing its copy.

You require data to determine how your call to action is performing.

Many copywriters need help creating compelling copy for their call-to-action buttons. So don’t give up if it takes time to get it right. How do you know you have the right call to action, though?

The data will tell you.

You can do this by split testing. Experiment with button size, color, text links, CTA copy, form, placement, and page design. Start with design or copy and quickly create an A or B split test to determine what works best.

Split testing is a crucial part of creating a high-converting CTA. Start by split testing your new CTA versus the current CTA button. See which one boosts your conversions and what generates more conversions. 

Wrapping Up

Your Contact Us page, landing page, sales copy, promotional banners, and PPC ads will generate more leads and boost conversions when potential customers click on them.

A high click-through rate will increase conversions if all other elements are well-optimized for your target audience.

Whether you’re driving traffic to your site through social media referrals or from search engines, bear in mind that you have to focus on the benefits, create a sense of urgency, and test your CTA copy, design, and placement to create an effective CTA button.

However, there’s no single recipe for creating a compelling CTA. Only by testing various elements can you be sure of what works. 

Click here to read my latest article on web design mistakes to avoid.


7 Web Design Mistakes to Avoid When Revamping Your Site

Did you know that 75% of your site’s credibility depends on its design? Web visitors might perceive your business as illegitimate if there are many web design mistakes. 

However, many companies need help to build websites that increase conversions and generate more revenue. Of course, your site must be appealing, but it also needs to generate revenue.

It’s a common mistake for companies to focus on a design that’s appealing rather than one that maximizes their conversions.

These are subtle mistakes, but they can cause a lot of damage.

They make it difficult for potential customers to complete their purchases, introduce problems and objections unnecessarily, and overwhelm web visitors.

Luckily, fixing these mistakes doesn’t require much.

Consistent efforts can drastically boost your site’s web traffic, leads, and sales. It all starts with identifying every web design mistake that hurts your conversions. 

Why It’s Crucial to Avoid Website Design Mistakes


Recent surveys report that 90% of internet users abandon a site because it’s poorly designed, and 94% of consumers say web design is why they mistrust a site. So, your site’s design plays a critical role in the success of your online business.

However, web design doesn’t refer to how your site looks–it’s about its functionality. Although a site’s visual appeal may influence the first impression of prospective customers, its functionality ensures you reach your target customers.

You must also incorporate search engine optimization (SEO) into your web design process to rank higher and boost conversions. Not doing so will lead to losing organic traffic and lower rankings in SERPs. 

Although avoiding common web design mistakes is daunting, you can simplify this process by understanding what’ll hurt and help your website’s productivity.

7 Website Design Mistakes to Avoid in 2023

Anticipate and avoid these seven website design mistakes to create a site that delights your customers and makes a great first impression, increasing conversions, sales, and findability across search engines.

  1. Forgetting the Importance of Accessibility

Ignoring accessibility is the number one web design mistake you can make. If your site isn’t inclusive and accessible, you’re significantly limiting groups of customers who engage with it. For instance, people with disabilities are the largest minority group, with one billion people globally. 

Without inclusive and accessible design, you risk not connecting with a substantial audience segment, ultimately losing traffic and conversions, and miss opportunities to offer excellent user experience for all internet users.

For example, a feature like Live Caption was built for those who are deaf. Still, it also caters to people without disabilities because they may also use this feature in loud spaces or when there’s a lousy internet connection.

These helpful tips can also help incorporate accessibility and inclusivity in your web design process and potentially boost conversions:

  • Don’t forget to include alt text
  • Use high-color contrasts
  • Use large, easy-to-read fonts, with a minimum of 18px font for your paragraph texts.
  • Use images and media that showcase diversity
  • Include continuous feedback in your website design
  • Ensure your design is compatible with assistive technologies

  1. Weak Call-to-Actions (CTAs)

Most sites need stronger CTAs that guide prospective customers to carry out desired actions or tasks.

If you don’t help your target customers along in their purchase journey with clear, understandable CTAs, they won’t take the action you want them to. This means low conversions, sales, and opt-ins.

Incorporating a large button above the fold is an excellent way to make your CTAs effective. But leveraging compelling, emotional copy that makes your prospects believe in your message and brand is the key to boosting conversions, opt-ins, and sales. Consumers no longer want to be sold to, they want to align with their favorite brands.

To create a clear, strong call-to-action (CTA), take inspiration from these simple tips:

  • Again, place your CTA button above the fold
  • Address common consumer concerns
  • Integrate your unique selling propositions into your home pages
  • Communicate the problem you’re helping your target audience solve

  1. Ignoring Search Engine Optimization (SEO)

Although you may think a poorly designed website means the front-facing customer experience is poor, content can make or break your traffic or lead-generation efforts.

Great content offers significant value and gets discovered organically through search engines. 

But there’s no magic formula to rank higher on search engine result pages.

Without a doubt, high rankings don’t happen overnight.

Old-school SEO tactics leveraged a mix of thin content, stuffed keywords, and tons of haphazard backlinks. Unfortunately, if you’re still making these grave web design mistakes, you can get penalized and lose brand authority.

Today, search engine algorithms value a website based on much more.

Here are a few things you should hone in on to improve your search rankings:

  •  Leverage long-tail keywords. It’s easier to rank for longer keywords than shorter ones, and they’re likely to bring in more relevant leads.
  • Publish quality content frequently. A stale site won’t help you build strong relationships with prospective or repeat customers. Instead, you must publish unique, fresh, and informative content regularly. Posting quality content regularly is a valuable SEO practice that can help you boost conversions and generate more sales.
  • Encourage social engagement. An excellent way to build strong and lasting customer relationships is through social media platforms like Twitter, Facebook, Instagram, TikTok, Snapchat, and Pinterest. These sites offer an excellent way to boost your brand identity and customer service recognition. Combine social sharing with publishing blogs frequently, and you have a recipe for higher rankings on search engines. 

  1. Not Using a Responsive Design

In 2022’s second quarter, mobile devices accounted for 58.99% of global web traffic–excluding tablets. Thus, if your website isn’t easily navigable on mobile as it is on desktop, you’re likely frustrating your web visitors, increasing your bounce rates.

Internet users today, more than ever, visit websites from multiple devices, including tablets, smartphones, laptops, and TVs. Unfortunately, if your content looks poorly on any of these devices, web visitors will lose trust in your brand and click away from your website. 

So why does non-responsive web design happen? Some web owners assume their customers will only view their sites in desktop format and don’t consider mobile users. Others make efforts with their mobile design but don’t test out their websites to ensure users can interact with them seamlessly and intuitively.

To avoid this common web design mistake, prioritize designing for both mobile devices and desktops from the start. Then, test your final product with real consumers before you launch, tweak it where necessary, and collect customer feedback once your website is live. Designing a responsive site across multiple devices will keep your website customer-centered, high-performing, and responsive. 

  1. Unclear Navigation and Communication

Clear navigation will reduce the friction web visitors experience once they land on your website. Thus, unclear navigation is a huge predicament. However, as more and more companies venture into the digital landscape, web content becomes complicated and more crowded; having clear navigation and communication across user journeys and various touchpoints can facilitate a smooth transition from a web visitor to a brand advocate.

Further, complex web layouts and poor communication can make visitors click away without understanding your products and site, resulting in a negative customer experience. 

To deliver a better customer experience, you must avoid assuming that web visitors already understand your offerings and know what to do on your website–by including customer feedback in your web design at every stage of the customer journey.

For excellent communication, ensure that when a web visitor arrives on your homepage, they immediately know who you’re and what you do. Demonstrate how your offerings can help potential and repeat customers.

For incredible navigation, leverage the “three-click” rule: web visitors who don’t find what they’re searching for after three clicks will probably leave your site. Web users visit websites for a reason: they must get what they want in as little time as possible. 

  1. Slow Page Loading Speeds

Internet users expect websites to load quickly. Daily social media use, high internet speeds, search engines, and emails created this expectation. Modern web design philosophies endorse that if a web user visits a site that takes too long to load, the stakes are high, and that user will instantly bounce.

  • Subconsciously, no internet user likes to wait for over two to three seconds
  • A one-second web page loading time delay can cause a 7% conversion decline. 
  • A slow-loading site is a top web design mistake and a significant CRO and SEO blunder.
  • Google Search Central reports that to optimize your website design, you must solve blocked JavaScript, mobile-only 404s, unplayable content, and faulty redirects as soon as possible. 

Increasing web speed is crucial for online businesses and brands leveraging their sites for ROI-generating activities.

  1. Irrelevant Pop-Up Implementation

If implemented correctly, pop-ups can help you generate significant leads and subscribers. However, suppose your site has irrelevant pop-ups obstructing web visitors from accessing primary content, especially on mobile devices. In that case, Google won’t take this kindly, and you’re also likely to frustrate web visitors, causing them to leave your site instantly.

Solve this blunder by placing pop-ups in a manner that doesn’t annoy web visitors:

  • Implement pop-ups to appear if a web visitor has scrolled at least 70% of your web page.
  • Test the effectiveness of pop-ups on your site by displaying a floating banner pop-up that prompts users to run a trial of your product.
  • Ensure the design of your pop-up matches your overall web design or landing page.
  • Ensure CTAs on your pop-up banner are clear and actionable.
  • Choose the right color contrasts, spacing, and fonts to boost conversions.

Avoid Common Website Design Mistakes to Boost Site Revenue

Avoiding common web design blunders will improve your brand’s reputation and offer web visitors a better experience. They’ll want to return for more, ultimately boosting your conversions and revenue. 

However, to create a site that generates more conversions and revenue, you must create a site focused on your web customers.

When you know  who your target customers are, you can easily create a responsive site with clear navigation and communication and boost conversions. 

But it begins with your web visitors. Find out what they need, when and how they need it, and then give it to them.

Then, you’ll realize that avoiding common web design mistakes isn’t challenging to master. 

Top 4 Digital Marketing Platforms to Scale Your Business

Top 4 Digital Marketing Platforms to Scale Your Business

If your brand is transitioning from traditional marketing strategies to digital ones, you probably implement digital marketing as a one-time project instead of a recurring one. 

However, treating digital marketing strategies as a one-time project can make your brand lag behind on trends and lose business because of low conversion rates. However, to create a practical digital marketing approach, you need to know the various digital marketing platforms available, determine the ones suitable for your business’s marketing needs, and execute and maintain them frequently. 

Suppose your brand doesn’t have a digital marketing strategy, or you haven’t updated your digital systems for some time. In that case, it’s time to consider how these four digital marketing platforms below can help you build brand awareness and improve your conversion rates.

4 Vital Digital Marketing Platforms You Should Use

1. Podcast

Top 4 Digital Marketing Platforms to Scale Your Business

Social media channels are leveling off in saturation and market share. After all, many Millennials and Gen-Z have Instagram, TikTok, and Snapchat accounts, and many American adults have Facebook accounts. Similarly, other digital platforms like YouTube are becoming universal platforms for self-expression. However, these statistics show podcasts are still growing more quickly than anything else.

If you want your brand to stand out and be found in the cluttered digital arena, then you’ll be happy to know that the percentage of existing podcasts is just 0.01% of the total number of blog posts. That makes podcasting an attractive initiative for most businesses. 

Statistics also show that over 51% of Americans listen to podcasts, and people aged between 12 and 34 make up 66% of podcast listeners in America. 

However, just because a channel is trending doesn’t mean investing in it’ll boost your conversion rates and ROI. Fortunately, podcasts can help you improve your conversion rates and ROI. 

To create a successful digital marketing approach, you must consider these three things:

  • First, how will you get new customers interested in your brand?
  • How will you convert those customers into buyers?
  • Finally, how will you build stronger relationships with your existing customers so they keep returning?

To convert prospective customers to returning customers, they need to trust your brand. Podcasts can help you build trust with your target audience. As consumers search for authentic brands, podcasts offer a way to connect directly with your target audience through long-form, authentic content. 

There are two primary ways to leverage podcasts to grow your brand. First, you can buy ads on podcasts your target audience loves or create your podcasts. 

You can build trust with your target audience by buying ads in existing podcasts. Often, listeners strongly connect with a few podcasts, building trust with the hosts. Thus, if the target audience trusts the hosts and the hosts seemingly trust your brand, it’s easier for their target audience to trust your brand. For instance, if you sell electronics, then advertising your products on electronic podcasts can result in immediate conversions. 

If you decide to start your own podcast instead, your goal should be strengthening relationships and providing relevant content to your existing audience. Your goal shouldn’t be immediately turning prospective customers into buyers. That doesn’t mean that podcasts won’t generate new customers because they’ll. But your aim should be connecting with your current audience. Podcasting can help you build trust with your existing audience and create loyal ambassadors for your brand. 

2. Video

Top 4 Digital Marketing Platforms to Scale Your Business

Video is one of the fastest-growing digital marketing platforms and has the most potential to grow your business today. Video marketing can help you generate leads, improve conversion rates, boost ROI, and build a deeper emotional connection between your audience and your brand than any other digital channel.

In fact, 84% of consumers say they’ve been convinced to buy products or services after watching a brand’s video. 

Keep your videos short and supremely engaging when creating video content to cater to consumers’ short attention spans on social media while still delivering value. Research by Vinyard reports that the average retention for videos is around 52%; however, the time consumers spend watching videos largely depends on the length. Approximately 68% of consumers will watch a brand’s video all the through if it’s less than one minute long. Thus, short videos are an excellent way to market your products, improve brand awareness, and help prospective customers learn about your products or services. 

Short-form videos work perfectly on social media platforms like TikTok and Instagram. Thus, if you’re using these channels, ensure you create many quick videos to keep your existing audience engaged and returning for more. 

However, does that mean you should ignore longer videos? Long-form videos are a fantastic way to keep your current audience excited and position yourself as an industry expert. Long-form videos are perfect if you wish to talk about your company’s journey, share in-depth expertise, and post listicles, recipes, and how-to videos. Longer videos work perfectly on platforms such as Vimeo and YouTube. 

The following suggestions can help get the most out of video marketing:

  • First, create video content regularly, ensure it’s high quality, and offer value every second!
  • Ensure you share a combination of promotional content alongside value-based video content to keep your audience engaged. A general rule is to follow the 80 – 20 principle, where 20% of the content is promotional, and 80% is value-based content.
  • Remember to repurpose your video content across social media platforms. For example, you can create quick clips from longer videos and post them on Instagram and TikTok. Or you can break up a long-form video into a three-part series and share them on channels where shorter content works better. Then, continually tweak the content’s structure and flow instead of just posting clips you’ve cut out. 

3. Social Media

Top 4 Digital Marketing Platforms to Scale Your Business

Social media is perhaps one of the most successful digital platforms you can leverage to promote your services or products today. Top social media platforms have an audience of about 5 million people, with millions visiting and interacting on these channels daily, making social media marketing one of the top sources of brand engagement.

For instance, about 200 million Instagram users visit a brand profile at least once daily, and 81% of these users learn about new products or services from businesses. Social media marketing is vital in every customer journey stage, from improving brand discovery to increasing brand awareness. Thus, having a strong social media presence is essential to your digital marketing approach. Also, social media marketing is inexpensive, making it crucial for smaller businesses and brands to find and create their niche quickly.

What makes social media so powerful is its ability to target consumers based on various categories. Social media channels leverage vast user data to help businesses connect with current and new audiences. You can choose your target audience based on their demographic, location, gender, age, and interests. 

These suggestions can help you make get the most out of your social media marketing strategy:

  • Draft your offers to resonate with your target market. Some of your social media ads might be unsuccessful because of how you design them, and some will flop because the offer doesn’t resonate with your target customers. You can learn from these ads–and you may never know what works if you don’t experiment with various offers and ads. 
  • Test your social media campaigns. After drafting your social media ads, test to see what works best for your target market.
  • Ensure your landing pages deliver what your marketing campaigns promise. If you mislead your target audience or your landing page isn’t working, you may still get clicks on your ads–but your conversion rates will be low.
  • Don’t just post ads; you also need to participate in conversations. Ads will attract new and prospective customers to your social media accounts, so ensure you remain active and position your brand as a leader in your industry. 

4. Email

Top 4 Digital Marketing Platforms to Scale Your Business

Gartner reports that email is one of the most preferred brand communication channels, alongside direct mail and websites. Not only is email one of the most successful marketing mediums for communicating directly with consumers, but it also offers one of the highest ROI compared to other marketing channels. For example, email marketing has an ROI of 4400%, which means it generates $44 for every $1 spent. 

Further, over 333 billion emails are sent and received daily. That shows that consumers are already used to receiving communication through email. So, why not leverage successful email marketing tactics to grow your business?

Take advantage of these suggestions and best practices to reap maximum benefits out of your email marketing efforts:

  • Segment your email lists to personalize your messages.
  • Draft mobile-friendly emails. Use clear fonts and click-worthy call-to-actions, and keep your email copy and subject lines short. 
  • Focus on building lasting relationships with your subscribers by sharing informative content, your company values, and stories.
  • Re-engage inactive email subscribers. Leverage offers and high-quality content to capture their attention.
  • Take advantage of A/B testing. Test your call-to-cations, subject lines, email layout, and copy.

It’ll take time to build a high-quality email list–so be patient! However, if you do it right, you’ll turn email into a successful marketing platform for your brand. Don’t forget that the most crucial thing is to ensure your emails are engaging and provide unique value.

Final Thoughts

Regardless of your chosen digital marketing platform, be cautious about how to use it. For example, if you market your products or services using emails, track what emails resonate with your target market. Also, monitor data and expand your marketing strategy for each digital marketing platform. Your digital marketing approach must be fluid and evolve based on what’s working and current market trends.

How to Use Chatbots to Improve the Buyer's Experience

How to Use Chatbots to Improve the Buyer’s Experience

30-second summary:

The Coronavirus pandemic has changed customer needs. It has led to unprecedented changes in the business world. Today, customers need access to information faster while sitting on their couch at home. 90% of customers require an immediate response to their customer service queries. Customers engage with brands for different reasons:

  • 29% reach out because of transaction needs, such as purchases and returns.
  • 27% reaches out to make complaints.
  • 14% reach out to leave positive feedback.
How to Use Chatbots to Improve the Buyer's Experience

Since a large portion of engagements focuses on solving customer queries, solving these queries quickly is paramount. Because it only takes one negative experience for a customer to switch to a competitor.

However, one of the most effective ways to meet customers’ needs is by implementing chatbot technology on your website. Chatbots can increase the time visitors spend on your site. They can convert more visitors into qualified leads and encourage more repeat site visits.

The customers benefit by having a better website experience, and they feel more valued by you and your brand.

5 Ways Chatbots Improve the Buyer’s Experience

1.    Chatbots Help Customers Find What They Need, Quickly

A bot can guide visitors through your website, helping them find what they’re looking for easily and quickly.

For instance, a bot can ask visitors their goal for visiting your website, and in response, provide relevant links, pointing them to relevant content and products. These could be links to a blog post or white paper, or it could be a link to pricing information.

(This is where having a wide product collection comes in handy: if you have a limited product collection – you could be missing out on an opportunity to give consumers what they’re looking for on your website.)

Also, a chatbot can ask visitors what industry they work in and then direct them to relevant pages on your sites that address their industry directly, providing a more customized experience.

While guiding visitors to relevant pages, the chatbot can ask them for their contact information when appropriate, thus converting them into qualified leads.

2.    Chatbots Can Showcase Your Brand Personality

60% of consumers believe a human understands better what they need when compared to a chatbot.

This means when implementing chatbot technology, you should strive to provide a chatbot experience that sounds like humans – one that engages in delightful interactions with site visitors. That’s why some brands even build a character for their chatbot that represents their brand identity.

It’s crucial to program chatbots that express themselves using visuals, such as images, emojis, GIFs, or videos – just like how real people express themselves on chat.

Also, you should configure your chatbot to give empathetic responses where necessary; this fosters customer trust. And it makes the conversations more authentic and engaging.

3.    Chatbots Provide 24-Hour Customer Service

Conversations as an interface coupled with artificial intelligence (AI), neuro-linguistic programming (NLP), and multi-node neutral networks successfully engage with customers, and they offer them more options to perform specific actions. They also assist customers when human customer service agents have finished their shift or are out on a break. A multi-node neural network is machine learning that models itself after the human brain.

Chatbots can improve buyer experience because they can streamline your ability to serve customers and boost sales. Offering customers instant responses, answering basic queries, helping with frequently asked questions, resolving complaints quickly, and providing a consistent on-brand and friendly voice are the many ways you can leverage chatbots to offer an elevated buyer experience.

Over 2.7 billion people use Facebook monthly, many for business reasons. It’s no wonder over 300,000 businesses are using Facebook chatbots to respond to consumer queries quickly.

4.    Chatbots Allow Large Scale Conversations

If you do it right, chatbots can be an effective way to engage with new leads and build a reputation for putting customers first. This is because they offer you the chance to set up sequence messages for new subscribers or existing subscribers.

For example, you can leverage chatbots to send intro-messages telling your brand story or promoting your latest products. This allows you to connect with your audience in a way that’s beyond simple customer service messages.

With chatbots, you’ll have peace of mind that your customers and new leads are being acknowledged without the need to stay connected 24/7. Also, you do not have to have a team working round the clock to answer customer queries. So, chatbots allow you to engage with your customers at scale. This allows you to increase the number of customers whom you can serve at any given time and immediately. Also, chatbots handle mundane tasks, freeing up more time for your sales team.

According to a HubSpot survey, 47% of consumers are open to making a purchase from a chatbot. Thus, if you’re ready to boost sales and revenue, implementing chatbot software, such as ManyChat or Mobile Monkey, can be useful, both offer free plans.

From budgeting, marketing, sales to inventory, e-commerce business owners are stretched thin. However, leveraging emerging technologies, such as chatbots, can help in easing some of the pressures.

5.    Chatbots Improve a Buyer’s Journey

The buyer’s experience comes down to improving the interaction at various milestones in a buyer’s journey. Today, most interactions occur online, so assisting customers through the journey and on all online touchpoints is essential. Here are two milestones where chatbots can have the most impact:

  • Awareness: When a customer is visiting your site for the first time, they may experience problems navigating around. However, you can leverage chatbots as site-specific search bars to provide relevant information. By answering basic queries, they can supply information that piques the customer’s attention.

For instance, bots can analyze the customer’s purchase history to provide a personalized experience. Leveraging AI-assisted is a sure way to wow your customers.

  • Evaluation: According to LogMeIn 2018 AI Customer Experience Report, four out of ten customers expect brands to deliver customized experiences. Thus, implementing chatbots technology can help businesses understand customers’ needs even before asking, which can win customers’ hearts.

When a customer is exploring your site, they might encounter problems. Setting triggers like rage-clicks can assist them in that instance because bots pop up immediately and reach out to them.


Implementing a strategy without data to back it up is a risky game. However, chatbots have proven to yield results. According to research by Garner, businesses report a reduction 70% decline in chat, call, and/or email inquiries after incorporating chatbots.

Chatbots are revolutionizing the way brands engage with customers. So, if you want to take your customer experiences to the next level, it’s time to implement chatbot technology. To meet your customers where they are, engage them instantly, and improve their relationship with your business.


3 Types of Emails That Keep Your Customers Coming Back

Email marketing can be profitable for eCommerce stores and online retailers.

According to a VentureBeat Insight study, email marketing generates the highest return on investment (ROI) compared to the most common digital channels, generating an average of $38 for every dollar invested. The same study found that 84% of marketers believe email marketing is crucial in building customer loyalty.

Email offers a powerful way to encourage repeat purchases, making your business depend on reliable existing customers. Email marketing can also help you strengthen your brand and attract better customers who spend more money on your business.  

Thus, if you’re struggling to retain your existing customers and keep them coming back; this is a critical sign you’re missing one or more crucial pieces of an effective customer retention email campaign.

Once a business loses a customer, 68% of customers will never go back. They’ll never do business with that brand again. However, 80% of lost customers feel that the company should have done something to retain them. The three emails below are crucial to any email marketing campaign for making sure that your customers keep coming back.

Let’s dive into the three email types that can make your customers fall in love, and stay in love, with your brand.

1.   Onboarding Emails

When trying to get your customers to come back, onboarding may not be the first thing that you think of. However, new customers are the warmest and they’re likely to return because your brand and their purchase are still fresh on their minds.

Also, if a customer doesn’t use a product, they purchased from you, then they won’t come back for more later. Because they have gotten no value from their purchase. So, encouraging them to use the product right away is a crucial piece of the puzzle you can’t ignore.  Otherwise, you’ll lose customers.

One way to make sure your new customers complete the onboarding process is by sending an email 48 hours after sign-up. This’ll encourage them to complete their profile and take the first step in using your product.

For example, Hired reminds new subscribers to complete their process by showing them exactly where they are in the process and how far they have to go. They take advantage of the fact that most people feel uncomfortable if they leave a task incomplete.


Educating new customers about your product is another brilliant way to keep them engaged. This’ll ensure they use their purchase effectively. Designmodo, for instance, leverages their onboarding email in assisting their Qards customers to know their product and letting them know their first steps. Also, they use FAQs and video tutorials, making onboarding email helpful, which increases customer satisfaction.


You can also use onboarding emails to warm up new leads and encourage them to make a purchase. For example, if you offer a coupon as an incentive for a prospect to sign up for your email list, you can include a reminder email as part of your onboarding process.

2.   Re-Engagement Email Campaign

No matter how engaging your email campaigns are, you’ll have subscribers on your list who simply don’t interact with you. This doesn’t mean you’re doing anything wrong. No, inactive subscribers are an industry-wide problem. In fact, email marketing lists degrade by 22% each year.

Inactive subscribers affect your sender reputation: a low sender score can cause many of your emails to land in the spam folder. Inactive subscribers can also skew your data, causing you to make inaccurate marketing decisions.

So, it’s essential to do everything possible to reconnect with inactive subscribers. They signed up for a reason. With a re-engagement campaign, you can remind them of the value and relevant content you add to their lives. Start by sending an email with actionable tips and advice encouraging them to be more active.

For instance, Tookapic leverages a reminder email to keep its subscribers on track with their goals.  


Also, Pottery Barn uses a clever re-engagement email campaign to win back inactive subscribers. The subject line is, “We’ve Missed You! Here’s 15% OFF EVERYTHING – Even Furniture!”


The emotional tack makes a compelling call to action.

Also, you can leverage re-engagement emails to recover lost customers, including shoppers who abandoned their carts.

For example, Whiskey Loot’s abandoned cart email leverages unique and engaging copy to entice customers to complete their purchase. They include a list of reasons to purchase their products, provide answers to FAQs, and use clean design to draw your attention to the call to action. This abandoned cart email provides the customer with all the information they may need to complete a purchase.


3.   Cross-Sells & Up-Sells Email Campaigns

Ever walked into a car dealership looking for a used sedan only to be persuaded into test-driving a Ferrari? Or have you ever visited a Foot Locker looking for running shoes, but walked out with the shoes, plus a neon top, new shorts, wrist and headbands, and a Fitbit?

Sounds familiar? This means you have experienced upselling and cross-selling first hand.

What makes upselling and cross-selling strategies successful is that it’s much easier to sell to an existing customer than a new one.

According to the book Marketing Metrics, the likelihood of selling to a new prospect is 5%-20% while the likelihood of selling to an existing customer is 60-70%.  That’s because your existing customers already know you. Since you have built trust and momentum with them, they’re more receptive to your ideas and advice compared to a new prospect.

For instance, you can present additional purchase options in a sidebar of your product page or add an image carousel to the bottom of your post-purchase email, encouraging customers to pay your website another visit for more purchases. AliExpress used their confirmation email to offer customers with personalized product recommendations.


Also, you can advise your customers on how they can complement their orders based on their purchase activity. For instance, iHerb shares a combination of products that are typically brought together with the selected item.


Moo leverages the order receipt email as an opportunity to showcase its cross-sells. If, for instance, you purchase a pack of greeting cards, they’ll show you some business cards you can also buy.


Final Thoughts

To create an effective customer retention strategy, you should have an email marketing campaign that continuously engages customers throughout their journey with your brand.

If you miss any of these three critical components, you could be losing customers to your competitors. However, including these three types of emails in your email marketing campaigns will make your customers fall in love with your brand, and you’ll gain their loyalty for life.

Which of these three emails do you need to implement into your customer retention strategy? Which one works perfectly for you? Let me know in the comments!

5 Types of Facebook Ads That Will Scale Your Business

5 Types of Facebook Ads That Will Scale Your Business

Did you know that about 74% of US adults visit Facebook at least once a day? And over 2.6 billion people use Facebook every month?

With so many active users, Facebook ads are a must, especially if you’re looking to reach new audiences in places where people are already spending a lot of time on the site.

Facebook’s business platform has advanced over the years, offering advertisers more options to reach new customers and retarget previous customers. But with so many options available, it’s daunting to figure out which Facebook Ad type is best for your business and marketing objectives. However, if you’re feeling overwhelmed, check out the following five types of Facebook ads to see how you can leverage them to scale your business and generate more revenue.

1.   Facebook Lead Generation Ads

You can use lead ads for various customer acquisition needs – from newsletter subscriptions to event registration, to quote requests.

When one clicks on a lead generation ad, they’re presented with a context card, which offers additional information. Here you can tell prospects about your business, your offer, and you can explain why they should share their information with you.

The beauty of using lead generation ads is that Facebook auto-populates most of the fields a prospect would need to fill out manually. This reduces friction, encouraging your prospects to follow through.

So, if you’re want to grow your email list, then lead generation ads are perfect for you. By using Zapier, you can connect your lead ad with your email service provider and leverage automation. This way new contacts will be added to one of your lists and they’ll be entered into one of your automated workflows.

Facebook Lead Generation Ads Tips:

  • Keep your copy short because long forms lead to low conversion rates.
  • Avoid using open-ended questions. Open-ended questions are hard and they take long to answer increasing drop off. Instead, use multiple choice.
  • Avoid offering too many choices. If you choose to use multiple-choice questions, offer three to four options only.
  • Thank your prospects. Don’t forget to add a custom “thank you” to show your appreciation.

2.   Facebook Dynamic Ads

Facebook Dynamic Ads allow you to market products from any catalog to prospects who have shown interest on your website, in your app, or anywhere on the web. You can create dynamic ads in the image, carousel, or collection ad format.

The primary difference is that rather than creating individual ads for each product, dynamic ads enable you to create a template that automatically pulls information and images form your catalog.

So, if, for example, a visitor looked at a pair of jeans on your website, the dynamic ad will retarget them with the same information and you don’t have to re-upload images and copy.

Carousel ads or multi-product Facebook ads are forms of dynamic ads that promote a collection of multiple products from your online business. According to Facebook, marketers who use carousel ad type have a 30-50% decline in cost per acquisition and a 20-30% decline in cost per click.

For instance, here’s how Nuu-Muu leverages carousel ads to showcase a range of products:

5 Types of Facebook Ads That Will Scale Your Business

Applying custom audiences to your carousel ads helps you to curate a more targeted collection of products based on who will see the ads. For example, if you have product categories on your website, create carousel ads for different product categories and show them to visitors who’ve visited pages within the corresponding category.

When creating dynamic ads, it’s brilliant to use the Product Catalog Sales ad objective. Here’s why:

More Personalized

When running dynamic ads, the copy is the same for everyone who sees them, but the creative is 100% unique and personalized based on the behaviors of your website visitors.

You Can Run Campaigns Indefinitely

As an advertiser who runs loads of ads, you know that refreshing the creative can be time-consuming. However, with the Facebook dynamic ads, you can set the creative and forget it. You just need to monitor performance!

Accomplish Multiple Objectives

5 Types of Facebook Ads That Will Scale Your Business

Dynamic ads allow you to choose four different audiences to target:

  • Those who viewed a product, but didn’t make a purchase
  • Those who added a product, but didn’t make a purchase
  • To upsell products
  • To cross-sell products

Depending on your selected audience, the ad will automatically get optimized for each objective, which saves you time and generates better results.

Better Results

Most of Facebook’s largest marketing partners have had remarkable results, thanks to dynamic ads. For instance, Wayfair beat their customer acquisition target by over 20% thanks to dynamic ads.

The reason why dynamic ads guarantee high ROI is that they’re the most personalized, targeted, and relevant ads a business can run.

3.   Facebook Abandoned Cart Ads

According to the Baymard Institute, over 70% of shoppers abandon their carts.

So, how can you get these shoppers back to your website so they can complete their purchase? Thanks to retargeting, you can run highly personalized Facebook ads aimed at those individuals. Primarily, abandoned cart ads offer incentives, such as free shipping or 20% off, if the person returns to complete their purchase.

Using fun videos with these types of ads can deliver even more impressive results.

4.   Existing Customers New Products Ads

It’s easier to turn a first-time customer into a repeat buyer than it’s to turn a cold lead into a first-time buyer. In fact, it costs five times more to attract a new customer than it does to retain an existing one.

According to Bain & Company, increasing customer retention by 5% can increase your profits by 25% to 95%. Even more impressive, you’re 60-70% more likely to sell to an existing customer. While the probability of selling to a new customer is 5-20%.

Based on the data about existing customers, it’s a no brainer that when you roll out a new product, you should run an announcement campaign targeting your existing customers.

5.   New Traffic Generation Ads

Retargeting is brilliant, but if you don’t drive high-quality traffic to your site, it won’t be effective. So, it’s great to have a Facebook campaign driving potential new customers to your site. This is a first touch point campaign because this is likely the first time a customer viewing the ad is hearing about your business.

For instance, this is how DreamCloud Sleep leveraged traffic generation ads to announce their brand and product to their audience.

Generally, this ad type generates a lower click-through rate and a higher cost per click than retargeting campaigns because you don’t know a lot about the prospects viewing your ads. However, the following tips can help you decrease the cost and improve the performance of your campaigns:

Create A Lookalike Audience

Do you have a prospect list? Then you can easily import that into the Ads Manager to create a new Custom Audience.

Next, use your custom audience to create a Lookalike Audience of 2-20M people. The lookalike audience comprises Facebook users who closely match your existing customers, which makes it easier to target them and generate impressive results.

A/B Test

A/B test your Facebook ads, regardless of the ad type you choose. Also, it’s essential to A/B test your new traffic generation ads. For a new campaign, create three copy options and another three variants. Test the variants on multiple audiences to see which one performs better. Then ramp up your revenue on your best-performing copy, creative, and audience.

However, if you’re to Facebook advertising, start small, experiment, analyze results, and iterate.

How To Improve Your PPC Campaigns Performance In 2020

How To Improve Your PPC Campaigns Performance In 2020

In recent years, pay-per-click (PPC) advertising has become one of the most effective tools available for businesses of all types. This type of advertising has a significant impact on the success of online businesses in this digital era.

PPC is crucial for your business because it can boost your brand awareness, ultimately boosting sales. According to Google, search ads can raise brand awareness by 80%. However, if you aren’t getting enough out of your advertising efforts, this post is for you. Here are 6 fantastic tips that can help you supercharge the performance of your PPC campaign.

1.   Define Your Goals

How To Improve Your PPC Campaigns Performance In 2020

If you don’t have clear and measurable goals, you can’t optimize your PPC campaign appropriately. Having well-defined goals should be the baseline of your optimization process. Because if you don’t a clear roadmap to follow, you’ll achieve nothing.

Start by determining what you want to achieve from your paid search ads. And depending on your business’s needs, your goal could be:

  • Building brand awareness
  • Driving traffic to your website
  • Boosting sales
  • Getting downloads or subscribers

Setting realistic goals is crucial because it inspires you and your team to work towards the accomplishment of your business’s goals.

2.   Focus on High-Performance PPC Keywords

How To Improve Your PPC Campaigns Performance In 2020

Identifying high-performing keywords depends on your goals and which KPI’s or key performance indicators are important to your business. Choosing keywords with a high Click-Through rate is crucial for the success of your PPC campaign.

Always check the performance of keywords before using them in your ad copy. Choose those with stellar performance.

If, for instance, your audience is from a different geographical location, use a VPN service to determine the keywords ranking on their territory. A VPN helps you adopt an IP address of a specific location and browse the internet like a local. However, it’s crucial to choose a VPN service wisely because all VPN services aren’t the same in terms of quality.

After identifying high-performing keywords, use tiered bidding strategy on those words.  Tiered bidding strategy entails bidding on the same keyword with all four match types. Being more restrictive with the match type is essential because it guarantees high-quality traffic.

For instance, I may bid on “winter clothes rental” this way:

  • Exact match: $7 CPC
  • Phrase match: $6.50 CPC
  • Modified Broad match: $6.30 CPC
  • Broad match: $6 CPC

Why bid the highest on the exact match? The ROI is much higher because you know exactly what the searcher is looking for, as compared to broad match, which is open to interpretation. After all, it includes close variants. However, a broad match generates a much higher volume.

3.   Build a List of Negative Keywords 

Monitoring and building out a list of negative keywords continuously helps to reduce costs significantly and improve results, especially when using broader match types. It’s easy to waste tons of money on searches that aren’t related to your business if you don’t set up the negatives properly.

One of the most effective ways to identify negative keywords is to analyze what people are typing into Google to make your ads appear. You can use QueryStream to do that. This tool serves up actual search query data, which you can use to identify and build out a single word or multiple words negatives. Also, you can use it to add the keywords you want to bid on, and even create new ad groups from the searches you see in there.

However, it’s essential to make sure that negatives don’t block search terms that could be beneficial to your business, so always review negative lists that are currently set up.

4.   Leverage Demographic Targeting to Reach the Right Audience

How To Improve Your PPC Campaigns Performance In 2020

What makes PPC successful is the ability to decide exactly who should see your ads, based on demographics. Today, Google Ads are more granular and there are more targeting options available more than ever before.

Here are a few ways you can target your most qualified audience:

  • Age: You can target your audience based on their age, especially if you sell products that serve a specific age group.
  • Gender: This targeting option is perfect for businesses that sell gender-specific products.
  • Income level: If, for instance, your company focuses on low-cost products, you can target lower-income earners for better results. Whilst, if you sell expensive products, you can also target top income earners to optimize your PPC campaign performance.
  • Geographical location: Targeting by geographical location is one of the most effective ways to target your audience. You can deliver them ads based on their city, state, country, or specific boundaries that you create.
  • Relationship Status:  Google gives you the option to target married couples, singles, and people in relationships.
  • Education level: Google Ads also gives you the option to target customers with a high school diploma, those in college, or those with a master’s degree.

Deciding whom you want to target with your PPC campaigns is a crucial decision, which can significantly affect the success of your campaign.  So, it’s essential to review your audience targeting as a part of your PPC campaign optimization.

5.   Test Your Ad Copy

Your ad copy can make or break your campaign, so it’s essential to test and analyze your copy.

Set up an A/B test, to test your ad copy. A/B testing also known as split testing allows you to assess two ads with varying copy to determine which one generates more clicks.

How To Improve Your PPC Campaigns Performance In 2020

However, ad copy isn’t the only thing you can test, you can test ad colors, the landing pages, and the calls-to-action.

After setting up an A/B test for your PPC ads, Google will serve the two sets of ads randomly to different groups of users. At the end of the testing period, you’ll know what ad got more clicks, and thus, you should use that ad moving forward.

6.   Create A Landing Page That Matches the Intent of each Keyword

Having your website’s homepage as the destination of your PPC ads isn’t a wonderful idea. Because it confuses your visitors, ultimately driving them away.

Thus, sending your visitors to a destination that helps them find what they’re looking for is crucial in PPC campaign optimization. This is called ‘intent match’ and search engines, such as Google, take it seriously.

For instance, if someone searching for ice skates clicks on your PPC ad, and they land on a page offering ice skating lessons, you haven’t matched the intent of the searcher—even you set up the page to convert visitors using a sign-up form for paid skating lessons. Because the searcher is looking to purchase ice skates, not ice-skating lessons.

Thus, a better destination page for this ad would be a product browsing page with all the ice skates you offer listed and optimized for purchasing. This improves your chances of converting that visitor into a buyer.

Final Thoughts

PPC advertising is a powerful tool to build brand awareness and boost sales. However, you have to run PPC campaigns appropriately, to reap the maximum benefits of PPC advertising. The 6 tips I have mentioned in this post can help you take your PPC marketing to the next level by maximizing your ROI.

How to Boost Your Email Open Rates

How to Boost Your Email Open Rates

Do you want to boost your email open rate? Your email marketing campaign won’t be effective if your emails aren’t getting opened.

Typically, better emails translate to better open rates. It’s that simple!

However, every day billions of emails are sent.

So, if your emails are never opened and are lost in the sea of unread mail, you’re losing out on massive opportunities.

To get better click-through and conversions rates, you need people to open your emails.

But how do you get people to open your email?

Here are 7 easy ways that can help you improve your email open rate.

But first…

What Is Email Open Rate?

How to Boost Your Email Open Rates

An email is counted as opened if the following happens:

  1. The recipient enables images in your email to display in the preview pane or in the full view of the email.
  2. The reader clicks on links in the email.

That’s easy enough. However, how do you calculate the email open rate?

Email Service providers (ESPs) calculate the open rate by dividing the number of people who open the email with the number of emails sent that didn’t bounce.

For example, if you send 200 emails, and 40 of those bounces; that means 160 emails are delivered. Of the 160 emails, let’s say 25 are opened. This means your email campaign open rate is 15.6% (25 emails opened from 160 delivered).

To determine if your open rate is “good,” compare your open rate to the open rate of the other businesses in your industry.

According to MailChimp, the average open rate across 45 industries is 21.33%.

7 Ways to Improve Email Open Rates

1.    Use Subject Lines that Stand Out

Your subject line is everything when it comes to email open rate. Thus, your job is to create subject lines that stand out and capture your subscribers’ attention.

One of the common mistakes most marketers make often is copying the same subject line formula. As a result, these common subject lines are filtered out as white noise. To stand out from the competition, get creative with your subject lines.

Here are some tips to create eye-catching subject lines:

  • Evoke curiosity but don’t be too clever. The goal is to make your subscribers curious enough to open your emails without being too cryptic that the subscriber doesn’t have a clue what your message is about.
  •  Use numbers. Numbers draw the eye.
  • Use a conversational or fun tone.
  • Use the language and style your subscribers use themselves, especially when they’re talking with their friends.

2.    Segment Your Email List

How to Boost Your Email Open Rates

Relevancy is king when it comes to email. And segmented emails perform better than generic ones.

A study by the DMA shows that segmented and targeted emails drive 58% of all revenue. Thus, it’s time to segment your emails because the more relevant and targeted your emails are, the more likely subscribers will be to engage with them.

Segmenting your email campaigns doesn’t require much. Simple tweaks to generic emails could be all you need to improve the relevancy of your emails and boost open rates.

For instance, you can segment your emails by:

  • Role or job title
  • Stage in the sales journey
  • Business size
  • Average order value
  • Time on the email list

Pomelo Travel, for example, leverages segmentation to send flight deals from subscribers’ home cities:

3.    Update Your Email List

Putting a ton of effort and energy into improving your open rates will amount to nothing if you’re mailing to outdated email addresses.

Every year, you probably lose about 20% of your email subscribers because people change jobs, unsubscribe, and switch to new email addresses. Thus, cleaning your email list can help you focus your marketing efforts on warm leads—people whom you can convert into subscribers. This might improve your open and click-through rates.

Also, cleaning your email list reduces bounces and spam complaints, which ultimately improves your sender reputation. This makes active subscribers—who are likely to purchase your products or services, see your emails.

So, if you haven’t cleaned your email list recently, now is the time. You should scrub your email list several times a year.

Here’s how to clean your email list and maintain a healthy list:

  • Verify older email lists. Using third-party services, such as Briteverify and Kickbox, allows you to scrub out inactive or erroneous addresses before sending out your email campaigns. The cost of maintaining a healthy email list is preferable to damaging your sender’s reputation because it improves opens and clicks.
  • Monitor hard and soft bounces. Hard bounces are emails that don’t get to your subscribers because of permanent reasons, such as invalid addresses or domain. Your ESP should remove hard bounces from your lists automatically so that you can maintain a healthy sender reputation. Soft bounces are temporary delivery failures that occur when a recipient’s mailbox if full or if the receiving server sees the email as too larger. Monitoring soft bounces protects your sender reputation with ISPs, which ultimately improves your open rates. So, you should make sure your bounce rate isn’t above the 2% industry standard.
  • Don’t ignore new subscribers. Communicate with new subscribers the right way by sending out regular content to grow your list. Dormant lists experience declining returns in terms of engagement, which may reduce your opens to apathy.

4.    Optimize Your Email for Mobile

How to Boost Your Email Open Rates

Optimizing your emails for mobile is a must because 46% of emails are opened on a mobile screen. Also, 35% of business professionals check emails on mobile devices. Apple phone accounts for 29% of all email opens on mobile devices.

However, I’m not talking about optimizing your email content because your subscribers won’t get to that part if they’re not opening your emails.

Instead, I’m talking about what your subscribers see before they open your email campaigns.

Start by optimizing your “from” name.

Regardless, if you use your name or your company’s name as your “from” name, you need to consider character length.

Next, you should pay attention to your pre-header text. This is one or two sentences email preview following your subject line—the perfect place to place a teaser.

Take advantage of this amazing lead-in by:

  • Using a call to action
  • Supporting your subject line—don’t reiterate it.
  • Making sure your pre-header text is below 100 characters.
  • Cutting to the chase.
  • Testing different pre-header summaries to see what performs better.

Once you make these slight changes, you should see a noticeable boost in your open rates.

Final Thoughts

These four tips can help any email campaign get better open rates; however, don’t get discouraged if you don’t see an improvement right away. Email marketing is an art, so give yourself some wiggle room to experiment and find what works best for your subscribers and your business.

Are you satisfied with your email open rates? What tactics are using to boost your open rates? Let me know in the comments!

Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

Do you know that for every $1 spent on email marketing, it brings $44 in return?  And on average, 320% more revenue is attributed to welcome emails on a per email basis than other promotional emails. Plus, consumers who receive email offers spend 138% more than those who don’t receive email offers. Thus, if you aren’t using email marketing yet in your business, you’re missing out on incredible opportunities to generate more revenue.

Email marketing is crucial to the long-term success of any online business. With email marketing, you can maintain a list of contacts and customers, which can help you build a relationship that enables your business to grow. Aweber and GetResponse are two of the best email marketing services out there. So, how do the two email services compare, and which one is best suited for your business?

Aweber vs GetResponse: Pricing

Both Aweber and GetResponse charge recurring fees, so overall cost could largely influence your decision. They base the pricing structure son the number of subscribers you gain. However, as your list grows your business will generate more revenue, which means the extra costs will be absorbed.

Aweber Pricing

Aweber has 5 pricing plans to choose from. The plans are based on the size of your email list, and the following pricing structures apply:

  • Up to 500 subscribers $19 per month
  • For 501 to 2,500 subscribers, you’ll pay $29 per month
  • For 2,501 to 5,000 subscribers, you’ll pay $49 per month
  • For 5,001 to 10,000 subscribers, you’ll pay $69 per month
  • For 10,0001 to 25,000 subscribers, you’ll pay $149 per month

However, if your email list is larger than 25,000 subscribers, you’ll have to get a quote from Aweber to determine your monthly costs.

Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

Apart from the limits on the number of subscribers you can host, there’s no difference in features between Aweber plans: The functionality of each plan is the same.

Also, Aweber offers discounts for bundled payments, which you can make quarterly or annually. The quarterly payments will give you a 14% discount, while annual payments offer you a 14.9% discount.

If this is you first purchasing an Aweber plan they offer the lowest first-time payments on their quarterly and annual plans.

For example, for the cheapest plan, the initial quarterly payment would be $32.67, and every quarter afterward the cost would be $49. Similarly, the annual plan would be $177.65 for the first year and $194 for every year after that.

Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

GetResponse Pricing

The GetResponse pricing structure enables you to customize many aspects along the way.

For instance, you can choose the number of subscribers you have and how often you want to make your payments. If you can afford to make multiple year’s payments at once, the discounts will be worth it.  A 12-month payment nets an 18% discount, which is almost a fifth of the total cost. And if you can afford to make a two-year’s payment upfront, you’ll get an impressive 30% discount.

Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

GetResponse has 4 plans, namely:

  • Basic – this plan starts at $15 per month, and it allows you to send an unlimited number of emails to up to 1,000 subscribers.
  • Plus—this starts at $49 per month for up to 1,000 subscribers.
  • Professional—this starts at $99 per month for up to 1,000 subscribers.
  • Enterprise—this starts at $1,199 per month for email lists with over 100,000 subscribers.
Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

There are separate pricing plans available for non-profit organizations; however, you’ll have to contact GetResponse directly about those.

The major difference between the GetResponse plans is the addition of landing pages, webinars, CRM, and e-commerce. And the more you pay, the more functionality you’ll get.

Aweber Vs GetResponse Pricing: Who Is The Winner?

In terms of pricing, there’s no clear winner in the batter of Aweber vs GetResponse. Also, both email services allow a one-month, most-access included free trial to try out their services.

On average, GetResponse is $4 per month cheaper than Aweber. Also, GetResponse offers larger discounts at 18% and 30% than offer Aweber, which offers 14% and 14.9% discounts.

Aweber Vs GetResponse: Deliverability

Deliverability is one of the most crucial factors of your email autoresponder. Because there’s no point in paying for all that technology if your emails don’t reach your subscribers.

However, this doesn’t mean your emails don’t end up in the mailboxes. No, it means that your emails are marked as spam and so your subscribers don’t view them.

This results in cold leads and wasted money.

While deliverability is the sender’s responsibility, there are some marketing aspects, which are out of your control. For example, some internet service providers (ISPs) will flag certain autoresponder sites more than others.

ISPs are likely to block your autoresponder-sent emails if they meet certain criteria of suspicion. For instance, having your emails constantly marked as spam, delivering to “invalid” email addresses, and the credibility of your autoresponder with ISP.

This means besides deliverability; you must consider an autoresponder’s relationship with ISPs. The best place to start is by tracking GetResponse and Aweber’s deliverability.

GetResponse Deliverability

Because of two decades of building relationships with the major ISPS across the world, GetResponse has 99% email deliverability.

Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

Key features, such as strict import and spam policies, list management tools, delivery tracking, and enforcing the best practices have improved GetResponse’s deliverability.

Also, GetResponse automatically removes subscribers from your email list if they mark your emails as spam. This prevents ISPs from flagging your emails as spam in the future.

Aweber Deliverability

Aweber has a 99% deliverability score because they consistently monitor their system for email bounce-back, email abuse, time management metrics, such as clicks and opens, low-quality emails, and suspicious sending patterns.

Because Aweber owns its infrastructure top to bottom; this allows them to keep a close look at their business.

Aweber also has a delivery help page that explains how and what they monitor throughout its system.

Aweber Vs GetResponse Deliverability: Who Is the Winner?

In terms of deliverability, there’s no clear winner between Aweber and GetResponse. Because both companies maintain a deliverability score of 99% or higher.

Both organizations offer various resources to assist you to raise your deliverability rate. This includes links to deliverability trackers as well as tips to make your email marketing campaigns more effective.

Aweber Vs GetResponse: Functionality

Aweber has built a great reputation for the simplicity and usability of its email service. They continually look for ways to make things easier for their customers, while adding to their graphics and templates collection.

Aweber offers you the benefit to make things as simple or as complex as you want. If, for instance, you’re looking for a “set it and forget it” email service, you can easily use their drag-and-drop system to load a series of emails.

Aweber also offers a vast collection of templates and email opt-in forms, which are slick and professional.

You can use their HTML editor to build emails that meet your specifications and send them at specific times of the day for optimum results.

Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

On the other hand, GetResponse has had a reputation for being less user friendly and offering limited options in terms of opt-in forms and templates. However, recently they have introduced the ‘Autoresponders 2.0’ which is a great upgrade.

Using their calendar system, you can easily schedule your emails. This calendar system is easy-to-use and intuitive for users of all levels.

Both Aweber and GetResponse offer plenty of beautiful templates and graphics to suit different markets and for generic use.

In terms of functionality, GetResponse is your best option because it allows you to get as simple or as complex as you want.

Aweber Vs GetResponse: List Automation

Auto-response systems are crucial in running successful mass email campaigns, so the capabilities of your email service are essential. However, your needs may warrant the need for a simpler approach.

GetResponse List Automation

GetResponse offers an advanced list automation process, which allows you to build a complicated network of list automation. Each successive step in list automation allows or disallows further or follow-up emails based on certain triggers.

While GetResponse’s process for setting up the lists is more time-consuming than Aweber’s drag-and-drop option, it gives room for more variability. GetResponse has two options to filter contacts.

The first option is to sort contacts into selected lists. And the second option is to check if your contacts are already subscribed to lists, and which lists they’re subscribed to.

Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

Also, GetResponse allows you to use the “Copy to list” action when moving contacts from one list to another. However, it’s crucial to note that if you duplicate recipients, both duplications will reflect in the subscribers count.

Once you have built your lists, the actual autoresponder system enables you to build auto-funnels. These are drip campaigns and lists that enable additional customization about which subscribers will receive what emails and when.

You can sort and activate the drip lists based on several triggers, such as how subscribers interact with your emails.

And based on the trigger, the automated system can respond with one or several actions. These actions include moving subscribers to additional lists, sending messages, or removing subscribers from your lists.

Aweber List Automation

According to Aweber, its email automation is as easy as ‘Drag, drop, and send.’ This means you can automate your email sequence using a drag-and-drop builder.

Aweber’s list automation allows you to add triggers to your automation, which allows subscribers to receive new emails after taking certain actions (or no action at all).

Aweber allows you to select from three rules when automating your lists. This makes it easy to manage your recipients.

  • Rule 1: subscribe-on-subscribe. This allows, for instance, those who subscribe on list A to subscribe to list B.
  • Rule 2: unsubscribe-on-subscribe. This rule allows those who sign up, for instance, to list A to unsubscribe from list B.
  • Rule 3: unsubscribe-on-unsubscribe. This means those who unsubscribe from list A can get unsubscribed from list B.

With Aweber, it’s easy to set up list automation, and once you’re done, it’s done.

However, you can only choose one rule at a time. This means if you have four lists, A, B, C, and D the above examples would exclude all subscribers subscribed to lists C and D.

So, you have to set up multiple campaigns at a time to serve your audience better. For instance, if you have occasional visitors and in-depth readers for your blog, you want to send thorough resources to your in-depth readers who care about more information.

Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

Aweber Vs GetResponse List Automation: Who Is the Winner?

When it comes to list automation, GetResponse has an all-around more inclusive setup. This is because GetResponse offers massive funneling and automation capabilities.

Aweber is perfect for your business, especially if you’re looking for simplicity and one-and-done marketing. It’s easy and quick to set up and it’s good for nurturing relationships. But this is only suitable for blanket emails and partnerships.

However, if you want more customization and engagement instead of reminders: GetResponse is your best bet. While their system can be initially complex, it allows for a more specific action.

Aweber Vs GetResponse: Split Testing

Do you know your target audience?

While you may think you know your audience really well; however, it’s essential to split test to figure out what speaks to your customers.

A/B testing can help you know what email marketing strategy is working and what’s not working.

GetResponse Split Testing

With GetResponse, you can test up to 5 variants of each email campaign.

Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

Also, you can change your subject line, content, and delivery time to make sure you get the target response from your audience.

After choosing what you want to test, you can be able to track the performance of up to 5 messages at a once. Also, you can track the performance of your campaigns on your user interface (UI).

Aweber Split Testing

Aweber lets you test up to 3 variants of your emails against each other. This is tremendous for a basic email marketing service—but it’s not as impressive as GetResponse.

However, the good thing with Aweber is that you get to choose the number of subscribers that’ll get exposed to each email variant. This means you can test out a new, radical campaign on only a few of your subscribers.

With Aweber, it’s quite easy to track your split tests because all the details appear on your UI homepage.

While Aweber allows you to test 3 emails against each other at any given instant, you can still test a range of features, such as body copy, call-to-action placement, pre-header text, and the time you send the message. Thus, Aweber lets you look at many things, even though it gives you fewer test options.

Aweber Vs GetResponse Split Testing: Who Is the Winner?

GetResponse wins because it allows you to test more emails at once; however, Aweber offers more functionality because it enables you to explore the impact of your CTA button, images, subject line, body copy, and more. Because of that, Aweber is the winner here.

Aweber Vs GetResponse: Analytics

To create effective email marketing campaigns, you need to know what’s working and what’s not working. This is where email analytics comes in handy.

Both Aweber and GetResponse offer solid reporting metrics, including click rates, open rates, unsubscribe rates, and more.

GetResponse Email Analytics

GetResponse offers the ability to navigate your analytics and reports easily. You can easily look at everything from your marketing automation to your auto-responder and get the individual insights for every campaign.

GetResponse makes it easy to track open rates, goals reached, click-through rate, and much more. In fact, you can even check the type of device your customers are using to open your emails, so you can decide whether to put more effort into mobile marketing.

Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

Also, GetResponse supports your conversion efforts by providing tracking codes so you can track the number of sign-ups, sales, and visits that come from links in your email campaigns.

Once you’ve collected your data, GetResponse allows you to organize it the way you want—into both charts and tables.

Aweber Email Analytics

Aweber offers a comprehensive selection of reports to browse through.

Here are some of the reports you browse through:

Aweber Vs. GetResponse: Which Tool Is Right for Your Business in 2020?

One thing that Aweber doesn’t offer that GetResponse offers is Google Analytics integration. This means if you opt for Aweber, you won’t be able to combine your SEO reports with your email marketing efforts.

However, Aweber still makes analytics simple and intuitive.

Aweber allows you to track how many people click on links in your email campaigns. Also, Aweber helps you track who your most valuable subscribers are, and which emails fetch more revenue.

Aweber Vs GetResponse Email Analytics: Who Is the Winner?

When it comes to email analytics, GetResponse is ahead because its reporting dashboard is quite intuitive and you can easily integrate with Google Analytics. However, Aweber isn’t far behind.

Final Thoughts

When it comes to choosing between Aweber and GetResponse, your decision should mainly depend on your needs. While both email services offer the tools needed to create emails, campaigns, and nurture subscribers, they each take a different approach.

Choose GetResponse if you:

  • Are looking for a cheaper price.
  • Want annual, quarterly, or non-profit discounts.
  • Want an easy-to-use intuitive system
  • Are looking for a comprehensive way of managing your email segments
  • Need professional and easy-to-use:
    • Customizable templates
    • Marketing autoresponders
    • Email campaign automation

On the other hand, Aweber may be your best bet if you:

  • Want all the key features at every price point
  • Have an extensive email list or you’re planning to grow
  • Have a small email list with a need for add-ons
  • Are looking for a drag-and-drop automation
  • Are looking for comprehensive split testing and analytics

However, remember that both email services come with a free trial, so you can test out both GetResponse and Aweber and decide which one is best suited for your business.

In fact—I’d recommend you test out both of them before making the final decision.

Click Funnels Vs. Landing Pages: Which Is Better for Conversions?

Click Funnels Vs. Landing Pages: Which Is Better for Conversions?

Are you trying to sell something online?

Nowadays, you can’t just rely on an email field to capture leads and boost conversions. To capture leads and convert your prospects into paying customers, you need an optimized sales funnel.

A well-optimized sales funnel can help you capture leads and high-quality traffic. Both click funnels and landing pages have helped many businesses to generate hundreds of thousands of leads. But which one of these sales funnel software tools will best suit your business? This review and comparison will help you know the major differences between click funnels and landing pages, to determine the right tool for your business.

What’s a Landing Page?

Click-Funnels-Vs.-Landing-Pages: Which-Is-Better-for-Conversions?

A landing page is a page on your website where you can offer a resource to your target audience in exchange for their contact information. You can capture visitors’ contact information using a lead-capture form, where visitors can enter details, such as their name, and email address. The end goal of a landing page is to convert visitors into leads.

However, a good landing page should focus on a particular stream of traffic—say, from a social media campaign that’s promoting a white paper. Since the landing page is just targeting people who are interested in this white paper, and because the white paper has valuable information about a topic your audience cares about, you’re more likely to convert a high percentage of your web visitors into leads whom you can follow up with.

How Can You Use a Landing Page?

The chief purpose of landing pages is to generate leads for your business. However, you can define those leads in different ways and offer diverse types of content or experience using this landing page.

Here are several ways you can leverage a landing page to build a strong relationship with your target audience:

1.    E-books and White papers

Let’s say you wrote a blog post that introduces a topic that your audience cares about, you can satisfy deeper interests in that topic by elaborating on the subject matter in an e-book or white paper. Through a landing page, you can “gate” this resource behind a lead-capture form for your web visitors to download.

2.    Online Course Enrollment

If, for instance, you offer skill-based certifications to your audience, your online courses should have their own landing pages, too. These landing pages will help to invite new students to sign up for a class you offer and then you can capture information that can help you build a relationship that goes beyond the course you offer.

3.    Event Registration

Just like online courses, you’ll need to collect your audience’s contact information so that you can send them updates before the event. You can create different landing pages for various events as well as different sessions and keynotes; this way you’ll convert event-goers into event attendees and business leads.

4.    Community Membership

Does your company thrive on conversations among your audience? Or do you have a website dedicated to the dialogue between your audience? Well, there’s no harm in making it an invitation-only forum. This is a splendid way to generate leads through people who want to join your community.

Creating a landing page can let your web visitors sign up and become part of your business.

Key Features of a Landing Page


For a product-based landing page, the “Buy Now” button should be easily accessible. You should design and place it in an area that’ll encourage visitors to click the CTA.

For additional information, there should be a form fill or contact section that allows users to reach out if they have any questions, or want to continue the conversation.

Don’t forget that this page is the end goal—the ultimate destination. Thus, there’s no opportunity to upsell any other products or services you may offer. You don’t want visitors to click away from this page, so avoid any links or CTAs that might lead visitors to navigate away from this page.

Enable sharing by adding share links to your landing page. This is a brilliant way to encourage your web visitors to share your content with their audiences.

First and foremost, deliver value to your audience. Because a valuable offer will encourage your audience to give their contact information. Ask yourself if your offer is convincing to your audience and make sure your landing page shows that value. The best way to make sure your landing page offers value is to show your audience the content they’ll receive—directly on the landing page. Here’s an example of how this can look on the landing page below.

Click-Funnels-Vs.-Landing-Pages: Which-Is-Better-for-Conversions?

What Is A Click Funnel?

Click funnels are a series of pages that direct leads to the page that serves as the end goal. A click funnel guides users through pages that aim to sell your products or services by integrating options to upsell your sales process.

For instance, you might be offering a weight loss program. The fundamental goal of any marketing strategy is to attract more people who are likely to sign up for a weight loss consultation. Also, there should be an additional option to buy weight loss products that are beneficial when going through the program. In this case, instead of designing a single landing page that encourages leads to share their information and sign up for a consultation, you’d design and set up different types of click funnels.

First, the prospect will click on the initial URL from an email, online advertisement, or social post. This first click takes them to a page that allows you to upsell your products or services. The goal here is to introduce and encourage your prospects to purchase additional products.

To entice the prospects to buy, you’d need to include a call to action (CTA) button to “Buy Now.” The aim is that prospects click on the CTA and move to the next page that introduces another product. However, if they choose, they want only the first product, they’ll continue to the page where they enter their information and sign up for a consultation.

Click funnels primarily continue until a prospect reaches their end destination and is no longer interested in additional products or services. The more pages with offers you add in your site, the more opportunities you’ll have to collect information, upsell, and complete your sales funnel.

Should I Use A Click Funnel or Landing Page?

Excellent question! Of course, there’s a better time to use a landing page over a click funnel and vice versa. If, for example, you have multiple products or services to offer and want to introduce all of them to your web visitor in one experience, then a click funnel is your best bet. However, if there’s a targeted action you want a user to take, then you’re better off using a landing page to maximize conversions right out of the gate.