Strategy Archives - Page 3 of 4

Upselling: 5 Key Principles That Make It Work

When a business is just getting started, paying to acquire new leads and customers is standard procedure. It’s an effective way to cut through the noise and rack up fast results—even without a million-dollar marketing budget or worldwide brand recognition.

But what happens when it’s time to take things to the next level and scale the business?

Continuing to pay for more customers is always an option, but it’s pricey. Fortunately, there’s a more cost-effective alternative: getting more out of customers you already have.

That’s where upselling comes in. By making customers additional offers (and convincing them those offers are worth the extra money), you can increase the average order value of every transaction. There’s less pressure to constantly acquire new customers when you’re getting more mileage out of the ones you already have.

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By Corey Pemberton|2015-03-16T16:20:27-07:00March 17th, 2015|Strategy|0 Comments

A Beginner’s Guide to Call Tracking (and How It Can Grow Your Business)

As the digital world continues to evolve, there’s still a desire for authentic human connection.

It doesn’t matter if it’s friendships, romantic relationships, or in business. Sometimes people just want to hear your voice instead of firing off an email. Especially if they’re thinking about giving you money.

Smart marketers continue to rely on the telephone—even though the technology is considered “old school”—as an important part of their lead generation strategies.

But integrating the telephone with online lead-generation and sales systems isn’t always seamless. Unfortunately for a lot of businesses, these growing pains result in a lot of leads and customers left on the table.

It doesn’t have to be difficult for you, though. You can implement call tracking technology to find out more about your marketing efforts, improve your customer experience, and optimize your budget across every channel.
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By Corey Pemberton|2015-06-02T11:27:43-07:00March 3rd, 2015|Strategy|4 Comments

Want to Keep People Happy, Engaged, and Spending? Try These Customer Retention Strategies

Would you rather pay $7 for a pack of chewing gum… or $1?

That wasn’t a trick question.

Unfortunately, a lot of businesses are getting the answer wrong. They’re paying too much—magnitudes more than they should be—for something they could’ve gotten for much cheaper. They’re getting ripped off.

These businesses are the ones bending over backwards to acquire new customers while the ones they had slip through the cracks.

Tired of constantly scrambling to replace lost customers?

Want a smarter approach to sustainable growth?

Let’s start out covering where most businesses go wrong when it comes to customer retention. Then you’ll find out what you can do to keep your customers happy, engaged, and spending.

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By Corey Pemberton|2015-02-04T17:08:31-08:00February 10th, 2015|Strategy|0 Comments

What Is a Call to Action (and Why Should You Care)?

Getting visitors to your website is just the first step.

That can be difficult in today’s crowded online environment. But it isn’t enough to maintain a sustainable business. You also have to turn a decent percentage of those visitors into leads and customers.

One of the most effective ways to do this is to guide visitors through your sales funnel step by step.

A lot of businesses aren’t doing this. They set up slick websites, but they don’t use calls to action effectively. Ineffective calls to action make it impossible for people to navigate them successfully.

You’ve probably been to more confusing websites than you care to remember.

And what do you do when you land on those websites?

Not a whole lot. It only takes a few seconds before you’re ready to click the “Back” button in your browser. Savvy marketers like yourself recognize that’s no way to do business.

Keep reading to find out what you can do about it.

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By Corey Pemberton|2014-11-19T12:17:37-08:00November 19th, 2014|Strategy|0 Comments

How KPIs Can Focus Your Conversion Testing

In a recent piece featured by MarketingProfs, Laura Patterson explored the notion of three categories of key performance indicators (KPIs) that determine success in online marketing endeavors: outcome metrics, performance metrics, and process metrics.

This is a useful framework for developing an approach to decoding and prioritizing the KPIs that you select for your conversion optimization efforts as well – whether you’re developing tests to help improve lead generation, ecommerce sales, or subscription performance. Here’s a closer look at why KPIs matter in your conversion efforts and how selected strategies can help you uncover the KPIs that have the most impact on how you do business.
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By Arun Sivashankaran|2014-08-17T20:45:48-07:00August 19th, 2014|Strategy|2 Comments

How to Use the SPIN Selling Approach to Close More Online Sales

Most of us don’t have a lot of leeway when we’re selling online.

The pressure is on with shortening attention spans, numerous competitors, and consumer skepticism. Being too pushy or asking a question at an inopportune time can put off the leads you’ve worked so hard to get.

Being aggressive might work for an ecommerce store that sells $5 t-shirts, but it probably won’t work for you. If you’re selling something complicated or expensive enough to warrant a sales funnel, a different approach will win you more customers.

The psychology shifts with expensive, complicated products or services. Prospects view the transaction as less of a commodity and more of the beginning of a relationship with the salesperson. How well you sell yourself becomes critical.

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By Corey Pemberton|2014-07-16T21:33:00-07:00July 17th, 2014|Strategy|0 Comments

How to Collect The Data You Need to Develop a Winning Conversion Optimization Strategy

We all want better results.

Who couldn’t use more visitors turning into leads, and more leads turning into paying customers?

You have the power to create those results for your business. But in the words of Peter Drucker, “you can’t manage what you can’t measure.”

That’s why conversion-rate monitoring and optimization are vital. Turning to data to understand what’s working well and what could be improved puts you in the best position for sustained success.

Conversion Rate Optimization is an investment. Getting the best possible ROI on that investment requires finding and gathering the right kind of data. The higher the quality of the data you collect, the better insights you’ll gain from testing and evaluating the results.

Collecting high-quality data isn’t as difficult as you might think. Keep reading to see how to do it.

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By Arun Sivashankaran|2014-06-08T23:44:27-07:00June 9th, 2014|Strategy|2 Comments

The Importance of Experimentation in Running a Lean Business

Eric Reis’ book, The Lean Startup, mainstreamed discussion around running a lean enterprise. The idea is simple: by applying the concept of testing and experimentation into your culture, it’s possible to iterate faster, serve customers more effectively, and impact the bottom line by reducing waste and increasing profits. The driving force behind The Lean Startup, particularly its points about creating a culture of experimentation (which is an idea brilliantly explored here), is one of the keys to a successful conversion optimization program. Here’s what entrepreneurs need to know.

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By Arun Sivashankaran|2014-04-21T14:45:32-07:00April 11th, 2014|Strategy|2 Comments

How Digital Maturity Impacts the CRO Process

In conversations about online marketing, there are often a lot of “you shoulds” and “you musts” that enter the discussion. Yet every recommendation isn’t appropriate for every business. That’s why it’s critical that you test everything to make sure it’s the right fit for your products, audience, and business goals. An operating framework – such as Cialdini’s influence model – can be a great starting point for developing and testing hypotheses. One such framework that offers an important point of reference for organizations developing testing programs is Digital Maturity. Here’s a closer look at the ideas behind Digital Maturity, how it relates to a company’s data culture, and ultimately its impact on your organization’s conversion rate optimization efforts.

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By Arun Sivashankaran|2014-04-21T14:52:28-07:00March 5th, 2014|Strategy|4 Comments

Applying Cialdini’s Influence & Persuasion Strategies to CRO

If you read one book on entrepreneurship and the art of persuasion, it should be Cialdini’s classic, “Influence: The Psychology of Persuasion.” The core of his argument is simple. There are specific levers that marketers can pull on to build trust, move prospects along the buying funnel, and get them to take action. The framework has been widely adopted in the worlds of direct sales, online marketing, and copywriting. But Cialdini’s influence strategies also play an important role in conversion rate optimization testing. Let’s take a closer look at how the two are related, and what entrepreneurs need to do in order to put this theory into practice in a way that improves conversions and generates real ROI for the business.

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By Arun Sivashankaran|2014-04-21T14:53:19-07:00February 19th, 2014|Strategy|6 Comments

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