Over the Christmas period we ran a promotion for our Clarity Assessment product. We offered a 50% discount if you purchased before the end of the year.
Our goals were to:
- create awareness of our new product
- generate some sales
The total cost of the campaign was £60 –hardly breaking the bank– which included running Facebook ads, a planned set of Tweets and some Google Adwords. Depending on your goals, costs for online advertising can vary widely. However, it doesn't have to cost a lot to test the waters for demand of your new product.
You can have a look at our landing page; the main focus of which was a video outlining the problems faced by people wanting to commission a website or branding. Then the rest of the text focused on what you get for your investment and why this is beneficial.
The adverts connected with people
We saw a 6000% increase (yes, you read that right) in traffic to our landing page over the last few days of 2015, mainly due to our time-specific end of year offer ads on Facebook, as well as our Twitter posts.
We ran a small Google Adwords campaign, but this is more of a longer term strategy so –as expected– we only saw a small conversion of click-thrus.
The landing page was launched on December 13th and we hadn’t had much traffic to it immediately after launch, as we’d only carried out minimal promotion. So the increase can look more impressive than it is, but getting traffic to your site is still one of the biggest online battles and according to Groove:
“Ultimately, traffic solves every problem, including getting more subscriptions. It’s a lot easier—and a lot more sustainable—to get 1,000 subscribers by getting 10,000 new visitors than it is to squeeze those subscribers out of your existing audience.”
So the increase in traffic that we saw is definitely a good thing.
We didn’t convert
But, we hardly had any purchases on the back of our offer. So far, something hasn’t clicked with the visitors once they get to the landing page.
We’ve increased our Twitter following, and many of our tweets about the offer have been favourited and some retweeted. The offer obviously connected with people at one level, but not enough to make them buy. This is not as surprising as it may seem and the tweaks we’ll make over the next few weeks should be telling.
So why didn’t visitors bite?
There’s an old marketing adage “It can take 7 to 13+ touches to generate sales-ready, qualified leads” —a touch being any communication a prospect has with you. Let me explain. If you are starting from scratch then no one knows you and thus trust is minimal.
Why are they going to invest their hard-earned cash in your product or service without a strong level of trust? It rarely happens. It’s not like we’re a big brand that everyone knows (yet!). It takes time.
For most of the visitors to our landing page in December 2015, it was their first connection with us —or technically the second, the first being the Facebook ad itself.
They didn’t know me from Adam. My history of working with hundreds of clients over 17+ years doesn’t mean much to them.
We can assume – and this is an assumption, not verifiable as yet – that some of those visitors to our landing page then went on to visit our Twitter profile @RMLalchanCSA –their third touch.
Or we could look at it from the point of view of those who arrived at our landing page via a tweet or retweet. If they were followers already, that was their first touch, clicking on the link in the tweet was their second touch, viewing the page a third touch. These were more likely to be hotter leads and, as mentioned previously, we’ve seen many of our tweets favourited and had some retweeted. Those people have more confidence in/knowledge of us, but many still didn’t bite.
What needs to change?
Since then we have added a signup box which pops up when a visitors scrolls down 90% of the landing page, and we’ll see what difference this makes.
We have also signed up for a trial of a live chat box purely to use on the Get-Clarity landing page. This will add another touch point as we can request a chat with visitors while they are on the site, as well letting visitors request a chat with us. Here we can answer any final questions they may have before signing up.
But back to the mailing list; this is the next touch. If we get visitors subscribing to our newsletter then this shows they have a good level of trust in us. They are effectively saying ‘we want to receive information from you on a regular basis.’ Of course this doesn’t mean they will read it, but the fact they’ve requested it is more important, giving us a chance to get into their inbox and provide them with valuable solutions to their online challenges.
A key aspect that we can continue tweaking is the landing page itself. We can include testimonials, though this is always difficult when you’ve just launched and don’t have many. But we have a few clients we can and will request them from.
We can answer some of the key questions clients may have while browsing the landing page, either directly through the copy on the page or via the video. The video itself is around 3m30s long. Visitors who played the video watched on average 60% of it (just over 2 minutes). This is just before the part that explains The Clarity Programme in a little more depth. We can certainly re-edit the video to make it shorter and include The Clarity Programme towards the beginning.
So the groundwork is done. We’ve certainly hit our first target with a lot more traffic coming to our site —including people who didn’t know about us before. If we keep running the ad campaigns, keep tweaking the landing page and re-edit the video we should then make progress on our second goal.
I hope this is a helpful, honest look at how we set up and ran this campaign —sharing with you the good outcomes and the lessons learned. If you have any questions or comments on what we did, I’d love to hear them.