Eric Cosway, CMO & EVP of QuantumDigital, shares with us some of the new products and services QuantumDigital has launched for real estate brokers and agents; MLS Integration, Social Postcards, and 1-to-1 Postcards, at the NAR 2009 Convention in San Diego.
My interview with Stephen Pacinelli of Top Producer Systems about their Market Snapshot prospecting system here at the NAR 2009 Convention in San Diego.
I received this on Monday and was enamored by the “whole package” of this campaign – from the colors to the personalization. This is one of the most clever direct mail campaigns I’ve seen in a while, because it makes people stop. Think. Re-consider. Below is the envelope which features in stark letters “This is not Junk Mail.” , a clever tactic considering that many people consider direct mail to be junk mail. We can argue about the proper term, but this envelope does a better job than we ever could. It pushes back at a prejudiced notion that anything that comes through the mailbox is “junk mail”. It makes people re-consider that this advertising message is of value to them. That they should open & consider it.
Once you open the envelope, it contains a folded letter, a folded flyer and a small insert. All three pieces re-iterate the value proposition, that of fast mobile internet access at a price point way below what other wireless companies would charge you. It did it’s magic – I myself am considering the service because I’m impressed with their value prop & message in addition to the marketing of it all.
Another aspect to consider on this piece from a marketing perspective is their use of variable data & URLs. Although they direct me to call them through 2 options: a phone number or a URL, that URL specified (although not personalized with my name) obviously would link to a version of the landing page that is linked to me.
Curious to see whether they’re integrating my name/address on the landing page as well, I clicked through to this page:
landing page
While it was a very professional looking page, with video elements & clean design aesthetics, I wished it were more personalized to who I was. After all, I typed in the entire unique URL (that was obviously unique to me)… I didn’t just google ‘clear wireless’… but the landing page seemed to lack any personalization to even larger (non-demographic) ideas – like the region I live in. A simple variable element to this landing page would have been to change up a sidebar box to have the title “Best Coverage in Central Texas” or something to that effect. Considering they only are offering this service in a few regions in the nation at this point, it would have only meant 10 or so variations. And since the unique URL shoud have linked to my state, this would have been a fairly simple exercise.
Besides this, Clear is on the right track to winning hearts & wallets with their campaign (and great wireless proposition).
Six Tips to Improve Conversion
In preparation for the “Leverage Search and Ye Shall Be found” webinar that I’m serving on this Thursday, I was on the hunt for tried and true best practices for landing page designs. Not just any tips, but landing page design tips to improve conversion. After all, isn’t that what all of us marketers are after?
Here are the 6 tips as stated by Interactive Marketing (rephrased just a bit) — all of which I agree with based on testing my own campaigns and capturing results.
1) Create a Strong Headline
Use headlines that clearly state the biggest benefit(s) that your product offers. Tell visitors exactly what they can expect to receive out of your landing page.
2) Compelling Offer
Your offer is the second opportunity to improve conversion. It is your “call to action” so make it bold and relevant.
3) Lead with a Strong First Paragraph
It must be written with strong benefits that capture your visitor’s attention and make them want to continue reading.
4) Product/Service Benefits
List your benefits in the order of your product’s “value hierarchy” to your target market. In other words, state your product’s strongest benefit first, and its weakest benefit last. I’d personally recommend leaving off the “weakest benefit.”
5) Relevant Imagery
The best practice is to use images that clearly portray the biggest benefit your product or service offers your customer (rather than generic “feel good” stuff like unknown logos and clip art). Studies show that product images usually work best when placed to the left of your product description (or lead paragraph) since it makes it easier to read your copy from left to right. Plus, people like to read “captions” under your images almost as much as they read your headlines. So, add powerful captions and make your images clickable to the order/sign up page.
6) Professional Look & Feel
According to a recent study by Stanford University, 46% of Web sales are lost on websites that lack the critical elements that build value and trust with website visitors. The number one reason the people indicated why they wouldn’t buy from a website was because it had an unprofessional “look and feel” that lacked credibility and did not “feel” trustworthy. Having a professional look, and trust building logos (such as VeriSign and BBBOnline certifications) help convert significantly more of your website’s qualified visitors into new customers.
Here are a few landing page examples that are proving to yield results for QuantumDigital:
If you are interested in learning how to write for SEO success, gather highlights on paid search campaigns and more tips on landing page and campaign best practices check out the free webinar featuring Heather Lloyd-Martin, President and CEO, Successworks; Teal Murley, Client Services Coordinator, Oneupweb and yours truly.
Until then,
Jamie
