Use a Website Toolbar to Welcome Subscribers who’ve Clicked on Your Email Marketing to Lift Conversion Rates
This conversion hack uses a simple website toolbar that serves as a bridge between the call-to-action from your email marketing to your website; something we like to call an “echo” toolbar – a creative that reinforces your message and helps to increase conversions!
The marketing hack came from research that I did a while back. I was looking at causes for high bounce rates and came across an article that made a lot of sense:
The #1 reason for high website bounce rates is the disconnect between what a visitor expected to see when they arrived and what they actually saw.
Think about this… Getting someone to click is difficult. They clicked for on your link for a reason. If you don’t immediately present them with what they expected to see, there’s a high likelihood they’ll bounce.
A Kickstarter Case Study
This hack helps to bridge the gap using a simple website toolbar. We used it with with great success for a customer that just completed a Kickstarter campaign. Here’s what they did:
- They sent out two email campaigns and did a split test when visitors came to the site
- Each Kickstarter sponsor got a special thank you offer in an email campaign
- Group A clicked through received a website toolbar that welcomed them and reminded them of their special offer (including their redemption coupon code)
- Group B didn’t get the reminder on click-through (but still access to the offer from the email)
Conversion rates for subscribers that clicked through were over 165% higher in the first test and over 50% in a subsequent test.
The test was successful, and continues to be a great tactic. We’ve found it to be just as effective in search engine marketing ads, social media advertising and anywhere where a call-to action can be reinforced on the website. Plus, it’s a lot faster to implement when you don’t have the time to develop a custom landing page.
A few helpful recommendations:
- Display the toolbar on any landing page (the first page) the visitor clicked-through
- If there’s a promo code or other call-to-action that brought them to the site, make sure to include that as part of the toolbar
- Display the toolbar (and promo code) on all pages of that session until they reach the page where the promo code is entered
- Consider continuing to display the toolbar in subsequent sessions, as they may not convert initially. The toolbar serves as a reminder them that they have an offer waiting for them.
- If you use Charley and Rekko, echo toolbars are incredibly easy to setup!