When software marketers try to increase web traffic, their efforts are usually concentrated on either paid ads or SEO. But what if I tell you that you need more than those two tactics? Sure, you can get customers to visit your website, but the question becomes: how do you make them stay, and how do you make them buy?
Host and B2B SaaS Sales Coach Matt Wolach sits down with OptiMonk Personalization Ambassador and Innovators can Laugh podcast Host Eric Melchor. They have an illuminating discussion about practical tips on personalizing your messaging to provide the best customer experience. Watch and immediately scale your customer retention and conversion rate in one go!
Podcast: SaaS-Story in the Making
Episode: Episode No. 238, “Convert More Traffic Using Web Personalization – with Eric Melchor”
Host: Matt Wolach, a B2B SaaS sales coach, Entrepreneur, and Investor
Guest: Eric Melchor, Personalization Ambassador at OptiMonk and Podcast Host at Innovators Can Laugh
TOP TIPS FROM THIS EPISODE
Try an Exit Intent Pop Up
A famous tactic to get more customers is a pop-up of a discount for first-time visitors. Melchor states that this is wrong as it hurts your company down the line. He says that doing this will ensure customers want to avoid paying the full price and tend to only look for discounts before using your software.
Melchor also explains that generic pop-ups hurt the user experience. And so, he suggests experimenting with how you use pop-ups and trying something simple like programming it to trigger when a customer is exiting. He states that you can throw the discount in there to keep the customer on the website longer or simply flash other products that may interest the user.
Align Your Ads with the Right Landing Page
One mistake that Melchor often sees is how a customer clicks on an advertisement only to be led to a totally different landing page. This is very irritating and creates a very bad customer experience because it feels like the advertisement was just one giant clickbait and nothing else. It may even feel misleading or deceptive to some.
To fix this, just make sure that your ads lead to the relevant landing page. If your ad talks about a specific feature, make sure that feature is emphasized on the landing page. Melchor also recommends using OptiMonk for this as it makes this process much easier by making it so that you do not need to make multiple landing pages for your ads. He states that the main headline of the landing page is personalized to be about the value proposition shown in the ad.
Personalize Your Messages on the Segment
Personalization is so powerful that even one short message can go a long way in retaining a customer. It can be an easy experience if you do it strategically. Sometimes all you need is a single piece of information like the web visitor’s location, and you are all set to customize your message.
Suppose one of your web visitors is based in a different country like Australia. Putting a welcome message about how you ship to Australia and how they will be charged in AUD would be a great way to establish rapport from the get-go. You also strengthen that rapport by adding more helpful information, like how they can get free shipping after they go over a certain price threshold.
Get a Mixture of Clients in Your Testimonials
Another mistake that Melchor noticed when looking at software businesses is how they advertise the most prominent clients they ever had. In hindsight, this may seem like a powerful way to establish the credential of your brand, but it ends up turning away smaller companies. Startups usually think your company does not cater to them if they see just Fortune 500 companies on your list of clients.
Similarly, if you prefer to attract giant companies, then you should put more famous enterprises on your client list. Whatever type of company you want to attract, just ensure that everything on your website is relevant to them. This means ensuring that everything, from your case studies to client lists, will draw them in.
Utilize Emails for your Testimonials
While we are all aware of email marketing, only a few of us think of sending testimonials via email. Indeed, some of us may casually mention a customer story in the email, but it’s not really the focus of the message. And so, if you really want to get more engagement and even leads from your email lists, put testimonials in your emails.
Try to have emails that just talk about the testimonial entirely. You can even send them regularly, as people will feel more assured of your company’s value the more evidence they have that your product works well. When you send testimonials, make sure that the story tells your clients’ experiences as people learn better and relate deeper when they hear information as a story.
Personalization Fosters Customer Loyalty
The best way to foster customer loyalty is to form a long-term relationship. Since it’s not feasible to chat with every single one of your customers one by one, personalization is the means by which you establish a connection with your users. By personalizing, you get to tune the messaging to your clients and provide more value every step of the way. You also avoid turning off customers by ensuring they experience only what is relevant to them.
A Single Winning Message Does Not Exist
Melchor disputes the notion of a winning message or headline. He explains that marketers seem to be focused on finding that one perfect message when different segments require unique messaging. Rather than chasing the illusion of the one winning headline, it would be better for marketers to focus on tailor-fitting additional messages per niche. He adds that they must consider the platform, industry, location, and channel when crafting the messages.
Video Testimonials are Powerful
Most companies put text testimonials on their website, but more is needed to resonate with your clients. Some may think that text testimonials are fake, so it is a must to put video testimonials on your website. You can never beat the authenticity of seeing an actual person talk in real time about their experience. There will also be the sentiment that people only go out of their way to record a video testimonial if they really got value which cultivates trust.
[7:28] “But then a few seconds that trust in that brand has increased tremendously … Just based on where the person is. You don’t know anything else about them. But you know where they’re coming from. Let’s give them a really nice welcome here and a nice experience.”
[13:56] “You have different segments of customers … So no matter what you think is the winning headline, it’s not the winning headline for other segments that are maybe coming to your website and looking for your product.”
[15:07] “You’ve got to make your stories or your case studies relevant… If you’re a small, you know, growing company and you see, like, Coca Cola and Google on the– on the list of clients, you’re like, ‘Well, maybe they only serve the big ones.’ But also vice versa, if you’re one of the big Fortune five hundreds, and you see little tiny companies never heard of, not gonna work either.”
[16:18] “Anybody out there who wants to see how I structure my testimonials you can go to mattwolach.com/reviews and you’ll see all the video testimonies. It’s video, video, video, video, video. Because you can’t fake that. And people see that, they think that’s true. It’s real.”
To learn more about Eric Melchor and OptiMonk, visit: https://www.optimonk.com/
You can also find Eric Melchor on LinkedIn at: https://www.linkedin.com/in/ericmelchor/
For more about how host Matt Wolach helps software companies achieve maximum growth, visit https://mattwolach.com/