What would happen if you had been presented with a brand new, top-of-the-line Ferrari?
I mean, whether you are into vehicles or not, you definitely know the effect of owning a piece of this brand and what sort of possibilities plus experiences it may offer you.
Ill risk saying that a sense of excitement, empowerment and thrill, a bit of cockiness, would rush into your veins at this moment!
And taken over by it, you’d get in the car, be gently occupied by the smell of natural leather, carefully admire the Italian design, the high-quality materials, linger and feel the outlines, the traces and then… Click! You realize you don’t understand how to drive.
Yeah. That’s it!
Something that could bring you many of the most amazing experiences in life simply felt short. How might that make you feel? Frustrated? Furious? Dumb? Because that is exactly what happened to me when I was presented with Ion: Rock Content’s software platform for creating and creating interactive articles — a. k. a Rock Content’s Ferrari, so to speak.
I don’t work as a developer, nor as a programmer, yet that didn’t stop me personally from catching sight of the endless possibilities Ion could offer me.
I am a co-employee Marketing Analyst here at Rock and roll Content, responsible for lead generation in North America. Generating leads is not really an easy task. In addition to establishing conversation with the audience who’s the right fit for our products and services, we need to be relevant!
And by importance, I mean the standard of a value powerful enough to make people’s work more productive, effective, noticeable and profitable.
Therefore , there I was with the brand new Ferrari and I did not know how to drive. During my beginning exploring Ion, I came across a few recurring feature names, such as “interactive, ” “tags, ” “integration, ” “codeless experience” and “data capturing, ” as well as different templates meant for multiple sorts of experiences… It had been a lot to process.
Over time, I reached a better amount of awareness about the platform, yet I was still holding an unsatisfied feeling with all those people scrambled pieces of that huge puzzle. So , I was challenged by my direct head, Marina Cordeiro, to gather all of the knowledge I had so far and optimize an old Ion page experience.
My heart may have skipped 3 or 4 beats when she told me that, but I knew it was the only way to roar the engines of my Ferrari. Therefore i did it! And not in a mil years would I have dreamed the outcomes would be so innovative, defining new paths pertaining to my work as a direct generator here at Rock Content.
In order to share my journey with you, and also teach you the best practices, hacks, tips plus everything else I’ve learned, We wrote this success situation on How I Increased Conversion rate on Ion by 431% In Only Two Months — or, as I would like to call it, How I Learned to Drive My Ferrari and So Can You!
But before I tell you all about it, display the numbers and coach the magic, let me tell you a few things:
- I’d like to 1st go through some important principles surrounding Ion and the interactivity spectrum for marketing and sales.
- Then, I can walk you through the Achievement Case, breaking down what I do, what processes I improved, and how you can do it too, adapting each step to your personal purposes.
- And last, from now on, your life will be divided into two eras: b. I. and a. We., as in before Ion and after Ion. Mark my phrases!
Are you ready?
Ion info for dummies (like me)
As stated before, it is important to shed light on a few elements that build the building blocks of Ion. Throughout this post, there will be plenty of links to complementary articles. In case you really feel you need more information about anything at all, don’t be afraid to take a look at them.
In a few words, Ion is a platform from Rock Content that allows you to split through the boredom and insufficiency of static content via interactive formats. Once getting them to life along with Ion , you amplify their value and increase the chances of reaching a lot more expressive results regarding exactly what goals you are aiming for.
Regardless of whether you want to promote, capture, transform, sell or retain, you need to offer something first in order to establish value and believe in — at least! What Ion does is provide a number of powerful features capable of boosting the user’ s experience to a whole other degree, as you are about to read more regarding.
Another thing that makes Ion extraordinary is its native incorporation with leading CRM solutions and social networks, such as HubSpot, SalesForce, and plenty of other marketing tools. It also allows API integration, meaning you may have seamless connectivity to organize and automate your business processes.
At the beginning of this particular case, I mentioned which i am not a designer or even a programmer. But that is not an issue. Those attributes are not needed to create an Ion experience because it works through drag and drop. Isn’t it amazing?
In addition , Ion has pre-defined themes for different formats of interactive experiences, such as calculators, quizzes, interactive landing pages, interactive e-books, interactive infographics and much more!
But… What is Interactive Content?
I actually totally get when people believe that interactive content is just a page with some motion designs, GIFs on-screen, or even a video inlayed in it. If this idea actually crossed your mind, please, stop it away and remember this particular:
Interactive content is a file format that places the user inside the experience, as an active personality, increasing engagement and giving customized feedback according to the user’ s actions.
Instead of merely scrolling across pages whenever reading an e-book, the user can engage with the content, exploring the information, inputting unique information to walk through an special and personalized journey.
And, above all that, this is most 1st party data which can be sent to your CRM via native integrations or APIs. To catch up on additional information about interactive content, check this comprehensive guide !
Why is Interactive Content better than stationary?
How about because it raises consumer engagement rates? Or because it supports higher click-through rates? Maybe because interactive content optimizes the gathering associated with valuable data for your technique?
Do you think that is it? Reconsider, because I could spend all day long listing and proving explanations why interactive content is method better than static content. Actually, let me just share another reason: Interactive content is so amazing that you can use it to repurpose static content.
I bet you want to know more about it, don’t you? So , take a look at this !
The importance of User Experience
Reputation is one of the key aspects to define success or even failure. It doesn’ big t matter if you deliver a high-quality product or service: if the consumer experience doesn’ t possess a prime standard, the people are not going to stick with it.
Interactive articles allows the audience to become part of the process. It gives multiple possibilities to explore and build value by what matters one of the most for them. And that is a enormous way to raise interest in whatever you are offering.
The Success Case: How I Increased Conversions upon Ion by 431% In Only Two Months
So here we are where it matters the most: How did I actually enhance Ion’s Buyer Persona Electrical generator conversions by 431% within two months? Here are my two cents before we move on:
- If you are already an Ion consumer, take what resonates together with you and apply it to your Ion experiences.
- But , if you are not an Ion user yet, I recommend you prevent wasting time and possibilities with only static content and reach out for more information .
What is The Ultimate Buyer Persona Generator?
You must know that getting a Buyer Persona works like a compass to be able to reach relevance and coherence in strategies and strategies, right? But the persona can’t be just a pile of meaningless pieces of information. It offers to actually make sense to those you might be trying to communicate with.
So , knowing that, our marketing team constructed the Buyer Persona Generator in April 2020: an online experience beautifully carved with Ion. A selected amount of form fields were chosen to cover, in a very flexible and versatile way, multiple marketplace segments. There were even open up slots in case the user wished to add further details.
In late the experience, they have access to the entire persona, with an illustration image and all. We even offer the possibility to download this as a PDF file!
Just how was it before the optimization?
Here is how the Buyer Persona Electrical generator home page looked before:
Not bad, huh? Well… we’ll see about that.
How does it look today, after the optimization?
Mind-blowing, right? Click here to live the complete encounter !
Why did I choose this experience in order to optimize?
Even though we were residing in a worldwide crisis because of the outbreak, our engagement level has been pretty above average. People were desire great content online, and well… here at Rock Content material we do it like most if I say so me personally.
But surprisingly, when the Customer Persona Generator aired, the results didn’t reach the peaks we were expecting. The viewers was simply not engaging correctly with the experience until its end. We could see the movement, but the conversion numbers left a sour taste within our mouths.
And since there are not enough memorable experiences available online for such an important topic, perhaps you should optimize ours and help our audience? So , I dove into the core of Ion to understand from within learn how to turn the Buyer Persona Electrical generator into one for the record textbooks.
What was not working and how I improved it
After a while of analyzing data, user behaviour, copywriting and some other requirements, I present to you now an understanding of what was not working, could improved it and a bunch of best practices in case you need to enhance and boost an Ion experience yourself.
As a professional writer, the very first thing that caught my interest on the old Buyer Persona Generator page was the copywriting. Writing is the ability to translate the particular abstract into the visual. It is the power to awaken emotions and desires through words.
I am talking about, it can also go all the way around and become the nemesis for the whole thing, so… be careful from it.
When you write something planning on it to trigger a reaction , don’t simply present or even describe what it is about. To deliver truly effective copywriting, you need to:
- Understand why that person is seeking that solution.
- Embrace their needs.
- Untangle the problem.
- Share the benefits.
- And become their problem-solver.
Here is how the copy was:
The first paragraph contextualizes what a buyer persona is. Plus that’s great because directions must be clear and resolutive, no matter the level of knowledge of that has reading.
However , the second area of the text doesn’t add much. It explains the purpose of the tool instead of showing the advantages to be obtained by the Buyer Persona Generator.
It may sound cold, lacking empathy, raising the distance between the one with all the problem and who owns the solution.
Another thing is the Call to Action. Even though there was an attempt to create a first-person reading illusion here, I had been the one offering something. So the sentence “build my persona” felt too loose here, lacking guidance.
Here is the new version of the copy:
Did I reinvent the wheel right here? Absolutely not. I just brought the audience closer to me.
We explained what a buyer identity is, shared some relevant benefits of having a well-constructed a single, and made myself — as the authority character — available to help them through the creation process, and we were good to go.
The user experience
We now have gone through the essence and importance of having a positive user experience . And concerning the old Buyer Persona Generator page, here are the three primary low-lights according to my research and perception:
If you scroll up to the part I showed just before, of the whole first web page of the experience, you will see there was not much related to the Buyer Character subject design-wise. It was two people looking at a laptop, a couple of icons around, and… yeah, that was it.
Now, we now have a motion design image of a mobile phone being drawn on by a hand. And with each tap, the character displayed in the mobile screen changes. That will allusion brings the idea that, in ways as simple as a tap, the user can build multiple personas that fit their business segment.
See how it acts better?
When we create something really good, it really is normal to want to add just as much value to it as possible. When pressing the “publish” button, stop for a second and think: Am I delivering a frictionless, easy trip here?
On the main display of the previous version of the Buyer Persona Generator, visitors could get pretty overwhelmed by two different offers: The particular persona generator experience plus an e-book.
Marketing-wise, each provide led to different paths of the funnel.
With such distinctive paths displayed on the same display screen, the journey projected to fulfill the buyer persona gets damaged, and the user may 1) get lost in the experience and 2) lose the value of this type of powerful resource.
If you want to add complementary resources to enrich your user’s experience, great! Not a problem with that. Just make sure they are not contending and causing distraction from your main objective.
Now, the customer Persona Generator home page is certainly entirely dedicated to it. When you think there is no complementary material through the trip, you are wrong! They are just better disposed throughout the experience now.
3. Selling pusher tone
I could possess added this item as a highlighted passage when I stated copywriting. But the selling pusher tone goes beyond the particular copy!
In the old Customer Persona Generator experience, there have been Marketing Qualified Lead (MQL) offers displayed more than once through the steps. Just to make the idea clear, an MQL should be a lead, qualified by marketing initiatives, that desires to reach out to a sales rep.
Our Persona Generator is top-of-the-funnel material. We can help all of them move to the early-middle of the funnel, but still, it is very likely this person is not prepared to become an MQL however. And if we try to press it, they might 1) be a fake MQL, wasting precious sales reps’ time or even, 2) feel frustrated we all did not help them solve their difficulties.
With that in mind, all copywriting had been re-written, and every friction that could cause this kind of pushy feeling was adapted or cut off.
To track the engagement inside its experiences, Ion has tags. For every clickable action, you can label it with a specific name to understand how, where and when it happened. The labels on Ion also match different stages in Ion’s engagement funnel.
You can set up the engagement funnel stages to whatever action acts you best. The aim the following is that you should be able to easily visualize how the user’s journey is certainly going inside your experience.
We know that clickable actions can have any sort of objective, as in a “next” switch or even a Call to Action. But the older Persona Generator carried not one. So , we couldn’t calculate or analyze what was happening there, spot bottlenecks, monitor the distractors… nothing.
Take a look now at the chart that is supposed to provide data about user engagement through the tags. The date range proven below is from April to August 2021.
As you can see, there are no segmented tags, as well as the numbers are pretty unequal — and not expressive in any way either.
- The number of customers who have downloaded the PDF FILE file — meaning those who completed the experience — corresponds to only 4% of the total visitors.
- The amount of users who have chosen to download the e-book, falling to the distraction trap instead of pursuing the whole journey, corresponds in order to 22% of the total site visitors.
- 8% of the total visitors clicked for the “Powered by Ion” image and might have left.
- During 5 a few months, the old Buyer Persona Generator had 342 visitors, ninety conversions (subscription or lead form filled – couldn’t be identified), corresponding in order to 26% of the total number.
In this sense, I’ve developed glossary of tags. Rather than having multiple formats used by the teams, this standardization can help everybody to follow plus improve the same process. To keep it short and meaningful, here are the 5 criteria We decided to tag and evaluate:
- Which page the interaction happened: pg1 , pg2 , pg3 …
- Where on the page: top , mid , bottom , left , right
- Which kind of key is it: CTA , icon , next , back , interpersonal share …
- What Ion funnel stage it’s related to: respondents (equivalent to visitors) , segmented (equivalent to those that interacted somehow inside the experience) , subsegmented (equivalent to subscribers) , converted (equivalent to leads) .
- Which form has been used: subgen, leadgen, mqlcontact .
This is how the tags looked for the elements at the first page:
- Major CTA button: pg1-mid-cta-segmented
- Base Ion icon: pg1-btm-icon-respondent
- Bottom Facebook icon: pg1-btm-fbshare-respondent
- Bottom Twitter symbol: pg1-btm-ttshare-respondent
- Bottom LinkedIn icon: pg1-btm-lkdshare-respondent
The results achieved
Before long deciding how I would market this refurbished experience, We decided to keep the same strategy its old version experienced: e-mail marketing only. Of course , I would love to have this brand new Buyer Persona Generator all over, but to keep it as homogeneous as possible with the original, I actually decided to follow this way.
So , I sent two emails only: the first in October and the second in Nov, both in 2021. And through this period, I had the following results:
Meaning that the new Buyer Persona Generator had:
- 610 visitors
- 465 users engaging
- 257 subscribers
- 131 leads
In conclusion, this means all the analysis, takeaways, improvements and new methods led me to a:
- 178% increase in page visitors.
- 431% embrace conversions.
90 conversions (summing the numbers of subscribers and leads generated) within 5 months to 388 conversions (also summing subscribers and leads) in two months.
After all this work, these are the main takeaways I would love you to have and apply to your Ion experience:
Be obsessed with your own user’s experience
Most of the problems faced throughout a trip could be avoided if a user-centric behavior had led the way in which. And these problems happen not really because we are bad professionals. On the contrary! We know better than anybody else what our needs are. So , we try to attain them without thinking much deeper about the ways.
Take your time in order to plan, test, re-do, test again, analyze and start the cycle over. We all would like to see our great tips being used, but chill! Do not rush the process and think from beyond your marketer seat — or, at least, ask for external help!
Copywriting can be your best friend
It doesn’t matter what type of material you are building, without or with Ion. If there is text, you are able to benefit more than you think from it. Words can build emotions from scratch. If you want to do it right, understand your audience and state what they need to hear — and, obviously, not more than you are able to deliver.
Interactive content is the future
People want to be entertained or educated whilst they learn something new. Each time marketers miss the point to go past the mark of just being acceptable, they also skip the opportunity to be memorable.
To become interactive is to actually confirm that your name, your brand, is the top option there is. As I said before, you do not need to reinvent the steering wheel. Just spice it up a bit, bring your audience towards the center of the stage, and make them feel like protagonists of their own journey.
How about joining myself now in this experience with Ion and interactivity? How about producing broader possibilities for your brand name and your audience, delivering exclusive values and extraordinary options?
Check this page to see how interactive articles can help your company meet your own consumer’s expectations .
The post Case Study: How I Improved Conversions on Ion by 431% In Only Two Months appeared first upon Rock Articles .