Here is a lead capture form on bizfi.com–
Let me tell you why it’s amazing. Notice the blank YOUR BUSINESS QUALIFIES FOR: and NUMBER OF AVAILABLE LENDERS: section. They’ve been left blank intentionally. Potential borrowers will want to start filling the form just to see how much they qualify for. It’s an itch that must be scratched.
It’s really important to show the world your personality. Even your quirky side. Here is the error message mint.com shows when you reach a page that doesn’t exist:
Hat tip to Kiki Moon.
Lord & Taylor is a giant retail brand with 100s of stores across the US. They spend millions on advertising. This is their About Us page:
Come on Lord & Taylor, you can do a better job telling your story.
If you have an asset that is spectacular but is only seen by 10% of site visitors then you’re the one at fault (because you are failing to use your asset).
For Owlet their core asset is a 3:40 minute video that starts off with 3 mothers describing how Owlet saved their baby’s life. But Owlet doesn’t bury this video under “How Owlet works” page. No, when you land on their site the video appears as a popup and autoplays:
That’s right, they are breaking a carinal rule of video plays: always show video in pause mode and let the user decide if they want to see it. But the marketing team at Owlet aren’t fools; they know once parents watch video they are way more likely to buy so they’re breaking a made up rule for better conversion rates.
This post has 2 lessons for marketers:
1: Don’t ever let your trump card remain hidden.
2: (Marketing) rules are meant to be broken.
Question: I want to send my mailing list a special discount that will run just 5 days. If I send discount notification email on day 1 and “last day” email on 5th day what kind of sales lift could I get with “last day” email ?
When you go to Basecamp.com they tell you how many people signed up for the product in the last 7 days–
Within 0.01 seconds of landing on peeledsnacks.com this popup appears:
Like, the page hasn’t even fully loaded and the popup is in my face. Is that the best tactic? What do you do when you get startled? I know what I do: I get out of the way (in this case I click the [x]). In a world where we can A/B test just about anything why not test the timing of this popup? I mean, it’s a good offer and I would likely have wanted to signup for a 10% savings. But give me a second to catch my breath.
What would have happened if the popup appeared once I engaged with the page (defined as time on site or pages seen)? Would the signup have worked better? Even if the absolute signup rate might be lower I bet you’d get better quality signups (i.e. people likely to buy your product). In the end, isn’t that what really matters?