Ta kontakt med oss

MARKNADSFÖRING

Get Negative – How to Overcome Objections on Your Landing Page

Publicerad

You have carefully selected your keywords and crafted ad copy in a way that would make Don Draper proud.

Users type in your search queries, click your ads and are then are brought to your landing page where they….. well, you are not really sure what they are doing, but one thing for sure is that they are not converting. 

You wonder – is there something seriously wrong with your landing page?

Each day you spend more money on your campaign, try various different optimization techniques and each day users click on your ads and just leave.

You spend hours in front of your computer until your eyes are blurry from looking at spreadsheets and the only conclusion you can come to is that Google is making a lot of money off of you.

Your landing page receives traffic every day from users you know are actively searching for your offer, only next to none of them convert.

What’s holding users back from converting?

If that question is more confusing to you than Kanye’s new rap album, you are not alone.

The Problem: You Don’t Address Users Objections

You know your value proposition inside and out and present all of the benefits och features on your landing page in a clear and concise way.

However, if your conversion rate remains low, your landing page needs to not just focus on the positives of your offer – you need to address and overcome user objections.

Sure, it is important to focus on the positives, but you can’t just bury your head in the sand like some sort of digital ostrich and pretend that your customers won’t think about their objections just because you haven’t mentioned them.

Doesn’t work that way.

If customers don’t have the objections they need addressed, they probably won’t convert, especially when you are asking for bigger commitments like their time or money (as opposed to just their email).

It’s your job to figure out what those objections are and overcome them in an elegant, clear and practical way on your landing page.

If you don’t, your conversion rate will continue to suffer, your business won’t get the leads och sales it needs and you’ll end up living in a van down by the river.

chris farley meme

Solution: Create a Landing Page That Addresses and Overcomes the Main User Objections

Your need to craft your landing page in a way that both highlights the positives and also answers och overcomes common objections.

The landing page should also do this in a way that’s clear.

This actually isn’t as hard as it sounds and in the following section I am going to show you how to how to discover users main objections are as well as three actionable tactics to overcoming them on your landing page including:

  1. An FAQ section
  2. Live Chat
  3. Reframing

Overcoming these objections are vital to producing the business outcomes that you should expect from your Google Ads campaigns.

How to Create a Landing Page that Overcomes Objections

Step 1. Research, Discover and Understand What Users Objections Are

To figure out what your customers’ primary objections are, it is best to start by having a discussion with your sales team as they have contact with prospects every day and can provide you with great qualitative data.

Your sales team has the kind of insight that heat maps can’t tell you, but Dwight from sales can.

Some great questions to ask your sales team include:

  • When customers say they are not interested, what are some of the reasons they provide?
  • What are the most common questions you get when you speak to prospects?
  • What are some of the common ways you overcome customer objections? Are there any phrases that they need to hear to make a purchasing decision?
  • What additional education do you wish customers had before you spoke with them?
  • When a customer purchases from a competitor, what are the reasons they do?

Step 2: Address and Overcome Objections on the Landing Page

After having robust conversations with your sales team and discovering the users main objections, it is time to overcome them in a way that is non-salesy and (more importantly) clear.

Here are three actionable ways to do so:

A. Overcome Objections with an FAQ section

To put it simply, FAQs are the great objection busters – you basically list out the “questions” (which are objections in disguise) and then overcome them all in one area.

One sales philosophy I utilize is to think of questions as objections in disguise, because in a way that is what they are. 

A question such as “Is this right for me?” is really the objection “I am not sure this is right for me” in disguise.

An FAQ section brings clarity to the user and allows them to scan for their particular objection, read your objection busting response (OBR), and understand that objection should not prevent them from proceeding with the conversion.

KlientBoost does a great job of this in the example below, where they made an FAQ section for customers to scan and find the exact objection that’s holding them back from converting and have those objections overcome.

For example the above overcomes the objections:

  • What if I get stuck?
  • What if I need additional help?
  • What if I don’t have enough time at this exact moment?
  • What if the digital marketing world changes?
  • What if I need personalized help?
  • Who will be answering my questions?

Instead of just letting these objections languish in the user’s mind and prevent them from converting, each objection is overcome each one in a clear and non-salesy way.

B. Overcome Objections with Chat

There is a reason that Netflix crushed blockbuster – and it is not just because Blockbuster charged rewind fees.

Netflix crushed Blockbuster because they provided for instant access.

The same is true with Uber providing instant access vs. cabs, Tinder providing instant access vs. socializing (talking to people in real life!)  and Deliveroo vs cooking.

Users are used to and want everything right now and that includes answers to their objections.

Not later. Right now.

So give that to them.

Using chat allows the opportunity to step in during a customer’s decision-making period and answer their objections instantly and we have found this to be very useful especially around high friction asks like a demo/consult.

Here are a couple of ways to do this:

The first way is with a chatbot.

A good example is Drift who utilizes one on their demo page. Demo’s are high friction because you are asking for a user’s time, so they can have very low conversion rates.

Drift has a chat pop up when you ask for the consult and actually avoid forms completely.

This particular bot shows users a series of questions that allow for their objections to be overcome instantly prior to booking a demo in real-time.

If the user has more questions at the end of the bot chat they have the option to speak with a human where all of all objections continue to be answered in real-time.

The other option with chat is to start with a live human on the chat, and a good example is PPC Hero and their HeroConf landing page.

Literally, if the user gets to the bottom and still have questions (objections in disguise), a live human will overcome them instantly with them.

Chat works amazingly well and can help “personalize” the objection busting responses to the unique questions instantly.

C. Overcome Objections by Reframing Them

Sometimes, you just need to look at something in a different way.

Reframing is the strategy of taking a piece of information and presenting this same piece of information in a different way.

Reframing is a really good way to overcome objections and is kind of a weasel way since you aren’t necessarily addressing it head-on but are 100% addressing the objection.

The best way to demonstrate how to do this is with an example and UnBounce (a landing page builder) who does a great job with this on their landing age.

A common objection they get (I assume) is that “I can’t use this product because I don’t know how to code”.

They could have put it in an FAQ section, or answered with a chat, but instead of doing that they simply reframe it by saying “No coding required”

In just a few sentences they have reframed the objection “I don’t know coding” to “You don’t even need to know coding to use our product” and now the user will no longer have that objection in their mind preventing the conversion.

Overcoming user objections on your landing page is vital and you need to do it to get the max amount of conversions possible on your paid search campaigns.

How have you overcome user objections on your landing page?


PPChero.com

MARKNADSFÖRING

(Re)Introducing your favorite Optimizely products!

Publicerad

(Re)Introducing your favorite Optimizely products!



It’s important to us that you, our valued customers and partners, can identify with the tools you use daily.  

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.  

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.  

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes. 

So, without further ado… 

Which names changed?  

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.  

Used to be… 

Is now (or is still)… 

Meaning… 

DXP 

Optimizely Digital Experience Platform 

A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform. 

Content Cloud 

Optimizely Content Management System 

A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences. 

Welcome 

Optimizely Content Marketing Platform 

An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content. 

DAM 

Optimizely Digital Asset Management 

A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types). 

Content Recs 

Optimizely Content Recommendations 

AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience. 

B2B Commerce 

Optimizely Configured Commerce 

A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers. 

Commerce Cloud 

Optimizely Customized Commerce 

A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more. 

PIM 

Optimizely Product Information Management 

A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale. 

Product Recs 

Optimizely Product Recommendations 

Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time. 

Web 

Optimizely Web Experimentation 

An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection. 

Full Stack 

Optimizely Feature Experimentation 

A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases – all in one place. 

Personalization 

Optimizely Personalization 

An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences. 

Program Management 

Optimizely Program Management 

An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment. 

ODP 

Optimizely Data Platform 

A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles. 

 

So, why the change?  

 It boils down to three guiding principles:  

  1. Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency 
  2. Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with  
  3. Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite 

 As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).  

Other questions? We’ve got you covered. 

Q: Why have you made these product name changes? 

    • We wanted to simplify how we talk about our portfolio. The renaming applies a naming convention that is both practical and concise.  

 

Q: Do the new product name changes affect the products I own? 

    • No, there is no impact to product functionality or capabilities.  

 

Q: Do the new product name changes affect who is my Customer Success Manager or Account Manager?  

    • No, there are no changes to your Customer Success Manager or Account Manager. 

 

Q: Do the new product name changes affect the ownership of the company?  

    • No, ownership of the company has not changed. We have only made changes to the Product Names. 

 

Q: Have any contact details changed that I need to be aware of?  

    • Only contact details for former Welcome customers has changed. These are the new contact details you should be aware of: Optimizely, Inc.| 119 5th Ave | 7th Floor | New York, NY 10003 USA. Phone: +1 603 594 0249 | www.optimizely.com 

 

Q: Where can I send any follow up questions I might have?  

    • If you have any questions about the Product Names, please contact your Customer Success Manager or Account Manager.  


Källlänk

Fortsätt läsa

MARKNADSFÖRING

Trender för e-postmarknadsföring 2023: Förutsägelser från branschfolket

Publicerad

Email Marketing Trends 2023: Predictions by the Industry Stalwarts


Every year, we see new trends entering the world of email marketing.

Källlänk

Fortsätt läsa

MARKNADSFÖRING

5 enkla saker du kan göra för att förbättra innehållsupplevelsen för läsarna

Publicerad

5 Simple Things You Can Do To Improve the Content Experience for Readers

Who doesn’t like to have a good experience consuming content?

I know I do. And isn’t that what we – as both a consumer of content and a marketer of content – all want?

What if you create such a good experience that your audience doesn’t even realize it’s an “experience?” Here’s a helpful mish-mash of easy-to-do things to make that possible.

1. Write with an inclusive heart

There’s nothing worse than being in a conversation with someone who constantly talks about themselves. Check your text to see how often you write the words – I, me, we, and us. Now, count how often the word “you” is used. If the first-person uses are disproportionate to the second-person uses, edit to delete many first-person references and add more “you” to the text.

You want to let your audience know they are included in the conversation. I like this tip shared in Take Binary Bias Out of Your Content Conversations by Content Marketing World speaker Ruth Carter: Go through your text and replace exclusionary terms such as he/him and she/her with they/them pronouns.

Go through your text and replace exclusionary terms such as he/him and she/her with they/them pronouns, says @rbcarter via @Brandlovellc @CMIContent. #WritingTips Click To Tweet

2. Make your content shine brighter with an AI assist

Content published online should look different than the research papers and essays you wrote in school. While you should adhere to grammar rules and follow a style guide as best as possible, you also should prioritize readability. That requires scannable and easily digestible text – headings, bulleted text, short sentences, brief paragraphs, etc.

Use a text-polishing aid such as Hemingway Editor (free and paid versions) to cut the dead weight from your writing. Here’s how its color-coded review system works and the improvements to make:

  • Yellow – lengthy, complex sentences, and common errors
    • Fix: Shorten or split sentences.
  • Red – dense and complicated text
    • Fix: Remove hurdles and keep your readers on a simpler path.
  • Pink – lengthy words that could be shortened
    • Fix: Scroll the mouse over the problematic word to identify potential substitutes.
  • Blue – adverbs and weakening phrases
    • Fix: Delete them or find a better way to convey the thought.
  • Green – passive voice
    • Fix: Rewrite for active voice.

Grammarly’s paid version works well, too. The premium version includes an AI-powered writing assistant, readability reports, a plagiarism checker, citation suggestions, and more than 400 additional grammar checks.

In the image below, Grammarly suggests a way to rephrase the sentence from:

“It is not good enough any longer to simply produce content “like a media company would”.

To:

“It is no longer good enough to produce content “as a media company would”.

Much cleaner, right?

3. Ask questions

See what I did with the intro (and here)? I posed questions to try to engage with you. When someone asks a question – even in writing – the person hearing (or reading) it is likely to pause for a split second to consider their answer. The reader’s role changes from a passive participant to an active one. Using this technique also can encourage your readers to interact with the author, maybe in the form of an answer in the comments.

4. Include links

Many content marketers include internal and external links in their text for their SEO value. But you also should add links to help your readers. Consider including links to help a reader who wants to learn more about the topic. You can do this in a couple of ways:

  • You can link the descriptive text in the article to content relevant to those words (as I did in this bullet point)
  • You can list the headlines of related articles as a standalone feature (see the gray box labeled Handpicked Related Content at the end of this article).

Add links to guide readers to more information on a topic – not just for SEO purposes says @Brandlovellc via @CMIContent. #WritingTips Click To Tweet

You also can include on-page links or bookmarks in the beginning (a table of contents, of sorts) in longer pieces to help the reader more quickly access the content they seek to help you learn more about a topic. This helps the reader and keeps visitors on your website longer.

5. Don’t forget the ‘invisible’ text

Alt text is often an afterthought – if you think about it all. Yet, it’s essential to have a great content experience for people who use text-to-speech readers. Though it doesn’t take too much time, I find that customizing the image description content instead of relying on the default technology works better for audience understanding.

First, ask if a listener would miss something if they didn’t have the image explained. If they wouldn’t, the image is decorative and probably doesn’t need alt text. You publish it for aesthetic reasons, such as to break up a text-heavy page. Or it may repeat information already appearing in the text (like I did in the Hemingway and Grammarly examples above).

If the listener would miss out if the image weren’t explained well, it is informative and requires alt text. General guidelines indicate up to 125 characters (including spaces) work best for alt text. That’s a short sentence or two to convey the image’s message. Don’t forget to include punctuation.

General guidelines indicate up to 125 characters (including spaces) work best for alt text, says @Brandlovellc via @CMIContent. Click To Tweet

For both decorative and informative images, include the photo credits, permissions, and copyright information, in the caption section.

For example, if I were writing an article about Best Dogs for Families, I would include an image of a mini Bernedoodle as an example because they make great family pets. Let’s use this image of my adorable puppy, Henri, and I’ll show you both a good and bad example of alt text.

An almost useless alt-text version: “An image showing a dog.”

Author’s tri-colored (brown, white, black, grey wavy hair), merle mini Bernedoodle, Henri, lying on green grass.

It wastes valuable characters with the phrase “an image showing.”

Use the available characters for a more descriptive alt text: “Author’s tri-colored (brown, white, black, grey wavy hair), merle mini Bernedoodle, Henri, lying on green grass.”

It’s more descriptive, and I only used 112 characters, including spaces.

Want to learn more? Alexa Heinrich, an award-winning social media strategist, has a helpful article on writing effective image descriptions called The Art of Alt Text. @A11yAwareness on Twitter is also a great resource for accessibility tips.

Improve your content and better the experience

Do any of these suggestions feel too hard to execute? I hope not. They don’t need a bigger budget to execute. They don’t need a lengthy approval process to implement. And they don’t demand much more time in production.

They just need you to remember to execute them the next time you write (and the time after that, and the time after that, and the … well, you get the idea.)

If you have an easy-to-implement tip to improve the content experience, please leave it in the comments. I may include it in a future update.

All tools mentioned in the article are identified by the author. If you have a tool to suggest, please feel free to add it in the comments.

If you have an idea for an original article you’d like to share with the CMI audience, you could get it published on the site. First, read our blogging guidelines and write or adjust your draft accordingly. Then submit the post for consideration following the process outlined in the guidelines.

In appreciation for guest contributors’ work, we’re offering free registration to one paid event or free enrollment in Content Marketing University to anyone who gets two new posts accepted and published on the CMI site in 2023.

HANDPLOCKAT RELATERAT INNEHÅLL:

Omslagsbild av Joseph Kalinowski/Content Marketing Institute



Källlänk

Fortsätt läsa

Trendigt

sv_SESvenska