When web marketing ideas pop-up (or over)

Last week I mentioned The Ultimate Web Marketing Strategy written by Ed Rivis and about to be available as hard-copy. Ed's book (and blog) is filled with effective web marketing ideas anyone who has some knowledge of IT and/or web marketing software can implement straight away.
Like I did with one of his tips (from his blog, even before I received the PDF-file of his book).

90% of our yearly turnover is generated from new clients, only 10% comes from existing clients (buying small extra items like maintenance products and very rarely - still - a whole new floor). That's the type of business, trade we are in: 'cos how many quality natural wooden floors do you need in a year - or in 5 years?

Now, marketing statistics tell us that is takes 7 times more effort to find a new customer/client than keeping an existing one. The same statistics also tell us that on average you'll have to send around 7 - 10 marketing messages to a prospect before he/she turns into a customer/client. Being in a what I've started to call a "New Customer Only" trade means it is of utmost importance to reach as many prospects as you can and to start a conversation with them as soon as possible.

Offering specific information is a way to do this, using an informative website. That's one message delivered. In order to be able to deliver a sequence of messages to a prospect you need their details: nowadays an email address is a good starter. Since last October our informative website has AWever webforms embedded on specific pages to do just that: we give you information in return of a small favour: you give us your name and email address so we can keep you informed with our monthly newsletter after we have emailed you the specific information you requested.

Until this month on average 1 prospect per week subscribed this way. Since this month this has increased to almost 1 a day! An increase of 700%
6 more prospects per week who have shown interest in our products and services and who we, by keeping the conversation alive with for them interesting and specific information, must try to convert into customers/clients. The odds of converting 1 out of 10 prospects is much easier when the number of prospects is growing.

And all it took to increase this number of prospects were two small changes in the "subscribe to our newsletter" webform.

The first change was our offer of free gift to all new subscribers - our E-booklet "The Advantages and Benefits of Natural Wooden Flooring" - normal price £ 3.97

The second change was to add a pop-over webform (only once per visitor - but on four different and popular pages - three of them also showing the normal static subscribe option).
And as it turns out, the pop-over is responsible for the most new subscribers.
(I had to overcome my own aversion towards pop-overs, but as so often it proves that personal 'taste' is just that, 'personal')

Small changes, terrific results - now 'all' we have to do is keep them engaged in the conversation.

One idea down - many more to go.

Comments

[Janet Butler]

I noticed that James Brausch uses the popover on his blog also. I think it's a good idea, since you do get a lot more people signing up.

[Karin H.]

Hi Janet

Had a quick look on his blog and noticed, like Ed Rivis, he uses time-limited offers (24 hours specials) in combination with AWeber sign-up webforms.

Isn't it amazing how sometimes very simple ideas can bring so much result? Web marketing: a very intriguing subject - but so is social philosophy and combining those two will be the best winner IMHO.

Karin H.

[Ross]

Karin, I can understand about the aversion to pop-overs. I've always had a big aversion to pop-ups but at one time they were effective in bringing in or rather increasing subscribers. At least until it became so easy to block most of them.

As for James Brausch mentioned above, I think he is the first I have ever seen use the 24 hour specials. I have never heard of Ed Rivis till now though. I'll have to look him up.

[Karin H.]

Hi Ross, welcome

Isn't it strange how effective webmarketing technique 'vaporises' one's dislike ;-)

On the AWeber site it's mentioned too that pop-overs are hard to block, harder than pop-ups anyway (for the time being no doubt, some clever 'geek' will find a way).

Absolutely recommend Ed Rivis, he's - like me - based in the UK, might be the reason you hadn't heard of him yet, but fortunately us UK-bloggers are on the increase.

Karin H.

[Ross]

I have looked at Ed Rivis site. It was just a quick look. I am glad to hear the UK bloggers are on the rise.

[Karin H.]

Hi Ross

Me too - if only for the fact they are awake at the same time I am ;-)

Karin H.

[Ross]

Karin,

You have a point about them being awake when you are. :) I'm in the USA but I like to make friends, acquaintances and meet people from all countries. As long as they speak English, I am good to go.

Anyway, good luck and I'll be back from time to time. I like your blog. It is one of the few that I have bookmarked.

[Karin H.]

Hi Ross

So it's very early morning for you now, where I am looking forward to lunch already ;-)

Thanks for your kinds words, and thanks for bookmarking it.

Karin H.

[Wayne Hall]

Karin,
I was just looking over Ed Rivis' blog and noticed a recent post comparing several Multi-variate testing software solutions, including the one I use, MuVar. These allow you to test all the variables on your web pages (including opt-in forms and popups) to help boost conversion rates. As Ed says in his post, "multi-variate testing must qualify as one of the most powerful things you can do on the Internet"

[Mary]

Karin,
Excellent increase in your number of prospects. I like the steps you took. Taking small steps is often best as it gives you the opportunity to see if the steps you have taken are working better or not and as you so rightly mentioned, the odds of conversion are much greater when the number of prospects is higher. I have checked out Ed Rivis blog, it is very informative. With regards to MuVar, an excellent product and worth mentioning that the latest version was released this week which addresses some of the issues that Ed had.

[Karin H.]

Hi Wayne and Mary

Small steps are important. It prevents you from stumbling but also it's easier to 'retreat' when needed, you don't have to go back that far ;-)

Yes I know about MuVar (James Brauch's software isn't it?) and the objections - reservations Ed Rivis has. In his book he mentions other software packages too. I think you should go with the one that suits you and your aim best. I'm happy with the software (AWeber amongst others) I have at the moment and will first test out all possibilities with that before I venture further.

Thanks for stopping by.

Karin H.