e-coupons - % Off or £ Off?

An eretailer did a simple A/B split test using different ecoupon offers and found:

• $50-Off Coupon generated 170% more revenue than the 15%-Off Coupon.
• $50-Off Coupon had 72% higher conversion rate.
• The 15%-Off Coupon did generate an average order size that was 44% higher.

See the full Marketing Sherpa case study here: Dollars-Off Coupon Gets 170% More Revenue: 2 Simple A/B Test Steps

9 best practices for optimising one-off emails

9 best practices for optimising one-off emails

1. Timing is Everything - B2C weekends, B2B weekdays
2. Keep Subject Lines Short and use numbers and details
3. No Scrolling
4. Split test subject lines, copy, landing pages, offers
5. Use Your Competitor as a Pilot Fish - use their lists
6. The List Owner is Your Friend - ask what the list respond to
7. Get a Copywriter
8. Beware of List Fatigue
9. Ask Where New List Members Come From
10. Bonus Tip: Top Link, Bottom Link

How to Measure Website Engagement

Engagement Calculation (Ci + Ri + Di + Li + Bi + Fi + Ii)

The calculation relies on 7 metrics, each one an index that represents an engagement factor. They all depend on the variable “n” - you set for each variable to make the calculation relevant to your business.

1. Ci: Click Depth Index = % of sessions a visitor clicks deeply into your website.
   # sessions more than “n” page views / total sessions by the user
2. Ri: Recency Index = % of sessions that a visitor returns in a set time.
   # sessions more than “n” page views that occurred in the past “n” weeks / total sessions by the user
3. Di: Duration Index = # visitor’s sessions that exceed a set time.
   # sessions longer than “n” minutes / total by the user.
4. Li: Loyalty Index = 1 if the user has come to the site more than “n” times during past "n" weeks (otherwise scored as 0).
5. Bi: Brand Index = % sessions a visitor arrives as the result of a branded action.
   # sessions that have no referring URL or are initiated by an external search for a branded term / total sessions by the user.
6. Fi: Feedback Index = % sessions that a visitor provides feedback.
   # sessions where the visitor gave direct feedback /total sessions by the user.
7. Ii: Interaction Index = % sessions that a visitor completes a “mini-conversion”
   # sessions where a user completed one of any specific tracked events / total # sessions by the user.

Engagement score % = (Ci + Ri + Di + Li + Bi + Fi + Ii) / 7 x 100.

10 Fast Fixes to Generate and Nuture More Leads

How to genrate more leads:

1. Check your website searchs - what are the top 10-25 search terms conducted by prospects when on your website? Use this to get to know the terminology your prospects use and ensure it is used on your home page etc.


2. Get more speaking arrangments - cheap opportunities to get high quality leads. Identify who has something interesting to say e.g. new research, top 10 dos / dont's etc.


3. Generate more interaction from your blog - a) Add a subscribtion box to get blog entry by email b) Add contact info - signature line to bottom of every post c) Promote free PDF /ebook d) Add a search box e) Make 'Older posts' easy to find.


4. Separate Search vs. Contextual ad accounts - different media (search vs direct advertising) so prospects have different motivations - require different message, copy and creative. Search = factual vs. contextual = attention grabbing.


5. Take a quiz offer - gain info and generate targeted sales leads.


6. Drop registration barriers - more downloads = more education and brand awareness. Once interested offer them a good call to action with registration e.g. three more white papers, free evaluation etc = qualified prospect.

Nuturing leads into sales:

1. Make welcome emails more interactive - also include 'send an invitation to a collegue', 'toolbar to download', 'customer support' etc.


2. Immeadiate telemarketing follow up calls - when online expect instant response so follow up online form fill within 5 minutes = 80% likely to close (30mins = 10%, 1 hour = 2%, 24h = -20%).


3. Add postal mail - stick value longer than email and more likely to be read.


4. Start an audio testimonial library - support sales team to clode deals. Use a 3rd party reporter to conduct an in depth interview for everything a prospect would want to know about the company - create a transcript, audio and details library.


5. Identify & schmooze evangelists - identify key influencer and help them present your solution e.g. create buyers kit with emails, presentation etc.

MarketingSherpa B-to-B Presentation - Top 10 Marketing Fast Fixes + How to Generate and Nurture More Qualified Leads: PowerPoints, MP3 and Transcript

Demonstrate excellence and competency through video advertising

Great Online Video Advertising is Authentic, Engaging and Actionable

People who seek information online are looking for authentic content they can trust and use to make educated decisions.

Online Video is its own medium. It provides a personal, emotional connection that is great to give service providers the opportunity to develop trust.

Authenticity and information are critical in ensuring viewers aren't disappointed in their decision to view the video.

Video advertising with poor production quality or uninspiring content creates a negative brand experience.

Do's and Don'ts of Online Video Advertising