How to Lower Your Cost Per Lead
Maximize your leads with these specific plays
How do we lower our cost per lead?
It's all about lead gen.
The dream of making a change that will make your campaign profitable for a year or more seems crazy, but that's exactly what this is. This playbook shows the exact plays you can use on ANY of your landing pages to give your campaign a long-term boost.
Breaking down the actual landing page itself typically includes a form, whether it be on the right or left, or above the fold. The form will always have a submit button. Then you've got images, headlines, and supporting content. That’s your typical lead gen landing page. So how do we increase the conversion rates on this actual page?
The first thing might also be your biggest problem: your bounce rate! Instead of filling out your form, most people are leaving your site. You paid for the ad space and to get people to visit your site, so the last thing you want is for people to leave. What’s the best way of disrupting that sequence and get their attention? We like to call it the Exit Play. There's three elements to go through and test for this specific landing page.
How can we capture 10% more clicks??? The Exit Play
The Exit Play is all about capturing the attention and interest of the visitor before they are about to leave. Using a Popup combined with the site abandonment trigger you are able to capture the visitor's attention right before they are about to leave your site.
POPUP 1: THE OPTION POPUP
New Term Alert: A “OPTION POPUP” is a popup with two buttons, giving them a choice between A and B
You are giving the visitor a choice and backing them into a corner, saying, “I want you to make a decision.” And they are making micro-commitments by doing so, which is very powerful.
So what messaging works with this type of option popup? Urgency messages. Messages that have some type of urgency, scarcity, limited time offer: “only so many available, make sure you get it now cause we don’t know if it's here in the future.” Solar is a great example because right now there is a government rebate for a limited time. It does expire. Being able to place, “Hey, this government rebate is available now. It’s only available for a limited time. So make sure you fill out to see if you qualify for the government rebate.” And then you have these two options, which is a “Yes, I do wanna take advantage of the government rebate right now,” or “No, I would rather pay full price later." You are forcing your site visitor to make a mini commitment right then.
Option Popups starts a series of "micro-commitments", which is a powerful neuro-marketing tactic.
New Term Alert: “micro-commitments ” are small, low risk actions taken by your customer which gently and seamlessly leads them to the larger, end-game commitment that you really want them to make.
POP UP 2: THE CAPTURE PLAY
Grabbing the Email
Let's use auto insurance as an example. Here's am example email, “Hey, not sure what the optimal coverage is or what plan you should get for you and your family? Here, download our quick cheat sheet that will help you in understanding the deductibles and coverages and what’s optimal in your situation.” Download it now. boom. All they have to do is put in their email and they have instant access. That's very powerful. Obviously, when you have their email, then there’s further strategies outside of this where you can now send them emails. And you can send them a series of emails to then get them back to the offer page and fill out your form.
POP UP 3: THE SHOTGUN PLAY
Show them a lot and see what sticks
Using the 6 or 8 native ad template (4 for mobile), load it up with several different offers to put in front of people who aren't interested in what your landing page is selling.
Now, another reason they are not filling out your form is because they flat-out don’t trust you. So, we call this one the trust play.We like to popup these little notifications at the bottom of the screen; you’ve seen them a lot with e-commerce sites, that “This person just recently purchased...” kind of thing. They use different strategies like social proof, fear of missing out, etc. But what it really does is, it lets the people see that other people are doing this. And guess what? People follow people. So they want to be able to think, “Hey, I'm not the only one here on this site. I’m not the only one that’s thinking about applying for this particular offer.”
The trust play is essential. We will stick with the solar example. So if we are showing the actual product itself, we will also need to show how many people have qualified for it. Do you show how many qualified today? Last week? Last month? You just want a number that is big enough start building some trust.
But don't make your numbers too big. You don’t wanna say hundreds of thousands, right? That almost seems unbelievable. You want be honest and so you want to try something like, “Hey, if we take the last three days it's only in the thousands, or it looks good, right?” So finding a number that really fits well with the message. Then the other type is actual reviews or success stories. So you’ve got pictures of the individual and then their review,, them talking about the achieved result that your visitor desires too.
Now, most cases, you’ll have success stories, reviews and testimonies, but chances are it’s probably down at the bottom of your site. Your visitor probably has to scroll far down to see it. But, everything that’s valuable should be above the fold. That includes the trust play, the success stories! When they load up their page, what do they see first? What's above the fold? That’s the most valuable thing.
And so these notifications keep it above the fold, in their stream, in view at all times because it has a very powerful effect. But, them popping up has a real effect to the user as well. It almost feels like it pops up in real time, which can have a negative effect.
That could actually make your visitor lose some of your trust. We've discovered the most effective popup should be at least a five second delay until they scroll down. This works because when they consuming the content, then they see the bar come after being on the page for a little bit of time. It has so much more of an effect and it actually targets their emotions, which is critical when increasing conversion rates.
Now, the urgency play is giving them a reason to: Why are they doing it now? Why do they need this now? Why do they need this today? Giving them some sort of reason why now is the time. What we like to do to avoid interfering with any other elements is creating an urgency bar. The urgency bar is kind of like what a sticky bar or floating bar does, but different words to create urgency: limited time offer, limited stock, only for "x" amount of time, a certain amount of days, or certain amount of minutes/hours, or maybe your call center’s only open till 7pm. Give them a reason to act now or act quicker. A pro tip: Never make the bar a static part of your page! Otherwise it just becomes more content to look at and quickly scan over.
ADD 30% TO YOUR REVENUE
"Before Ampry it was OptinMonster, HelloBar, Proof, Voluum, UpRival, and a lot of custom code 😱. Obviously getting rid of the above has saved a small fortune." - Kyle B.
Usually you’d have to use three different products to employ all three of these powerful tactics, but now, with the new release of Ampry, you’re able to all of them. It’s an extremely powerful platform, and when you use it, you’ve got all of the data together. So you can really optimize and maximize your campaign.
1,000's of marketers and counting have installed Ampry on their site to automate these plays for their campaigns.
And on average, each campaign experiences a 10-30% increase in total revenue beginning the very first day.
That’s an extra 10-30% in revenue that you can use to:
- Increase your advertising
- Acquire more customers
- And grow your business
It’s easy to create custom popups for every site, and in-platform analytics help you optimize these popups for even more sales.
Click here to learn more about Ampry and start earning an extra 10-30% today.
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