We’ve had a nice weekend of exposure for 40Nuggets, beginning with great coverage in an Inc.com artice about tools for SMBs mentioning 40Nuggets as cutting edge. Check out the article here.
This is great for us because Mailchimp is among the most popular players in email marketing for Small and Medium Businesses. That means their customers are a great fit for us so the featuring has immediate benefits. Moreover, there are about 700 integrations with their super in-demand service – it’s a testimony to 40N’s savvy combination of do-it-yourself & an algorithmic prediction engine that we were given this unique exposure.
We’re delighted to announce that as of today you will be seeing more account-specific tips and recommendationsin your dashboard (and soon in a weekly report – but more on that later). Tips are aimed at helping you improve the performance of your 40Nuggets account and thereby optimize for conversions on your website.
You can find tips by simply logging into your 40Nuggets account. 40N is constantly scanning your account and looking for opportunities to improve. When it finds one, it will drop it in as a tip on the recommendation tab, as per below:
Tips are smart – meaning they’re reacting to your account, not to general settings. We hope this helps you improve your performance. As always please be in touch with any and all questions.
This is another lesson in how to use modal windows to massively grow your traffic to lead conversion while still keeping visitors happy. In this tutorial, we show you how targeting by language can raise lead conversions by 37% or more.
There’s a logic to this: localizing for languages makes a visitor with that language feel more welcome, and that provides a nice lift in the conversion optimization of your site without having to go through the complexity of translating the whole site. Take a look at the lesson and if you like it, connect to our free-whitepaper below and we’ll send you a few more.
40Nuggets has done a massive update of its integration to Mailchimp, and we’re excited to announce it to the public.
The goal is to make it insanely easy to send your opt-ins to Mailchimp, and followup with Mailchimp’s marketing automation. This way you benefit from 40Nuggets’ unique intelligence for converting traffic to leads, and Mailchimp’s industry leading email platform.
Here’s a video to get you started:
We have some support for you as it comes to allowing importing and automation from an API as well as using defualt fields that 40Nuggets sends over in order to do list segmentation.
(We were assisted in this project by the Mailchimp integrations team, and we are deeply grateful to them for their incredible enthusiasm and support. Tip of the hat to Tom!).
We put together a lesson for you about using smart behavioral targeting to raise your conversion rates and optimize your funnel for different types of visitors. It’s part of a series that we’re doing looking at how sophisticated targeting can drive massive swings in conversion rate optimization.
For example, two sites might put up a opt-in box (what we call Nugget) for the holidays:
Based on their targeting settings, they could see a diferntial of more than 30-40% in conversion rate. For example, timing – between exit, dynamic, or entrance – could drive a 15% swing in the conversion rate.
In this post and subsequent ones we show you how to use sophisticated targeting to get better conversion rates. The first video lesson is below:
(You can grab a free-trial of 40Nuggets here.)
What we’re doing in this lesson is looking at how you can get smart around targeting different types of visitors, new, loyal, returning, etc. Is part of a 7-step course that we’re offering.
You can get all seven emailed to you for free simply by getting our free lead acquisition report. Enjoy!
Popups, overlay windows, and other disruptive marketing tools are used because they work. In fact, they work well. Here’s an article about one small experiment that shows their impact, and our data clearly agrees.
As we also know, they’re also hated. Last summer I connected with @Jeffr0 from WP Tavern over in Cleveland, and he shared with me that when he first heard about 40N he was like, “Ah man, why are you ruining the internet?!!”
The conversation with Jeff sparked a good deal of thinking on our part. The fact is, we see ourselves as fellow travelers with every Small and Medium Business trying to make it online in the shadow of the world’s biggest companies. We want to provide tools that help them. We want those tools to return some of the human intuition of customer service to the digital. That was our goal, and in that sense we want to make sure that 40Nuggets doesn’t hurt the customer experience, but enhance it.
The talk with @Jeffr0 got our team talking about things we can do to encourage common norms of behavior within our clients. It’s obvious that just because a tool works doesn’t mean that we have carte blanche to use it without restraint. Striving to create a quality user experience is a common good. At the time, we therefore created strict defaults in our product that encourage our clients to follow best practices that enable them to achieve business goals while respecting users.
We thought we’d share some ideas that we included, and that can perhaps serve as standards for systems that interrupt, including popups, chat boxes, onsite bars, and more:
1. Do Not Bug: By default, interruptive marketing should be set not to target someone more than in a reasonable period of time for that business context. For example, it may be that in some businesses once a month or every few months, makes sense (stick news sites, for example), while in others, it could be more or less. We’re looking at our data and inteviewing clients and trying out different defaults. Never should the default be once a day, or once per session. While these may occasionally be justified (testing, for example, or urgent announcements), they shouldn’t be defaulted.
2. Personalizing by Behavior Rather Than Formula: This is a hard one, but we doubled on technology we built to use behavioral targeting rather than than exit-intent or timed popups. While we provide all the options mentioned, we encourage marketers to test out our targeting which assesses user behavior in realtime and tries to identify when they’re most ready to see a Nugget (what we call a popup or modal bar). This may included exit-intent, but it also may include other delay-formulas. We use lots of intelligence and testing to identify the best time for each person based on numerous factors. In this case you’re risking that some visitors may not see the popup at all – however you’re earning a better customer experience and, we believe, better overall results. From our experience conversion rates shoot way up.
Most simple popup and opt-in systems don’t have those granular targeting capabilities. We’d be happy to help with that if you want to get in touch with us.
3. Easy Out: Visitors should be able to close interruptions without having to “play the game.” This means that interruptions should by default have the standard convention for closing, an X in the upper right. I often experience popups that force you to press a button disagreeing with the offer (“No, I don’t want to be enormously successful”). That’s not fair. It should be incredibly easy to press the X and close the offer.
4. Don’t Double Target: Once someone fills out a form, that’s it – they shouldn’t see that form again. Period.
5. Allow for Segmentation: I often see onsite offers for things that are completely irrelevant for me. For example, I don’t live in the US, and therefore the free-shipping to US locations isn’t helpful. It’s pure interruption. Tools should give marketers ways to segment out traffic that doesn’t need to be interrupted, and thereby reduce the amount of interruptions. Marketers are usually happy to do this work if they have the tools because they’ll get better conversions.
These are some initial thoughts we had. We’d love your feedback, suggestions, and thoughts. We’d absolutely love to discuss this with you in the comments. If you want to check out 40Nuggets you can do it at 40Nuggets.com.
We’re delighted to be co-sponsoring this blog post with the North American Equipment Dealer Association (NAEDA).
It’s a generally accepted principle that speed of followup matters in sales success. This won’t come as news to anyone doing sales or reading sales literature. However, we decided to see how that principle was impacting our clients by doing an informal check-in with a few 40Nuggets customers about their practices in following up on leads they convert through 40N. As this post is a co-sponsorship between 40Nuggets and the North American Equipment Dealers we decided to focus our efforts on North American equipment dealers.
The three companies we checked with are B2B, focused on a sector of heavy machinery, and based in the US. Their practices varied widely. One company had a policy of near-instant followup by phone and personalized email – usually within 20 minutes of a lead converting, and often under five minutes. Whenever possible, this included international customers, including those who don’t speak English or Spanish (in which company employees are fluent) . The other two companies had slower followup, one “as soon as possible” and the other within 24 hours. In the latter case they occasionally phone, but just as often use a canned email – often it seemed to vary based on how busy the sales team was.
In terms of the visitor pool to their website (i.e., top of their internal funnel), the companies are using a similar 40Nuggets setup to optimize for lead conversions. They’re getting similar results, and the behavioral profiles that our algorithm is acting on look like they’re seeing on a client base that shares characteristics.
When it comes to results, however, they come out as you’d expect. The company reps that call a lead within minutes a) reach their leads at a higher rate and b) seem to be converting more of them to sales (which is logical – to score field goals you have to shoot the basketball/kick the football/futbol). This is excellently explicated in a Harvard Business Review study from a few years ago: there’s a 100x drop in likely contact if you wait 30 minutes to follow up. (Steve Olenski summarizes the study in Forbes here, and be sure to check out the perspective of the study’s initiator Ken Krogue, founder of InsideSales.com).
Moreover, again informally, we got the sense that email followup–and remember emails are not being sent immediately or auto-triggered–has a terrible contact rate, something close to ten percent versus nearly 90% when it comes to immediate phone followup.
The lessons aren’t new, but it’s worth reiterating: all the conversion optimization in the world, no matter how intelligent, won’t help your bottom line unless the sales followup piece is strong. While marketing automation allows for some nice auto-engagement techniques for lead nurturing, when it comes to B2B sales, there’s no substitute for a well-designed phone followup protocol. Even if you’re an SMB struggling with resources, it’s best if that call goes out within a minute of the lead conversion.