TCS: MORE Freakishly Effective Marketing Hacks From Traffic & Conversion Summit

#TNC2017 LinkedIn.com/in/RolandFrasier
Native Commerce & Digital Marketer
25 MORE Freakishly
Effective Marketing
Hacks

This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.Conversion
Optimization#tcs2017 facebook.com/RolandFrasierPage

dividers,etc.
#1 Welcome Mats
Bump Conversions By
70%

#tcs2017 facebook.com/RolandFrasierPage
Many Of The Best Growth Teams Are Using Welcome Mats…
Use Sumo.com to
create a quick and
easy welcome mat
for your site
Welcome Mats cover the
whole page with a simple
CTA to register for a
webinar or demo, or sign-
up.
Source: sumo.com | fedora

#tcs2017 facebook.com/RolandFrasierPageSource: sumo.com | fedora
Use A“Welcome Mat”To Capture Visitors As They Enter
Your Site
They should have a value
proposition, possibly some
social proof and a strong CTA
Source: sumo.com | fedora
Fedora’s Welcome
Mat Increased
Webinar Sign-up
Conversions 70%

dividers,etc.
#2 Convert Non-
Performing Leads To
Cash With Ringless
Voicemail

StraticsNetworks.com #TNC2017 LinkedIn.com/in/RolandFrasier

SlyDial.com #TNC2017 LinkedIn.com/in/RolandFrasier

Use Ringless Voicemail To Leave Messages To Inactive
Former Customers + Full Record Customers Who Did
Not Take Your Upsells
Leave congruent message
5.8 Sets per day (2,000 messages = 108 sets = +/- 5%)
2.1 shows per day
$1,237 Revenue per show
Added $2,597.70 per day to income
Source: Bill Broadbent

dividers,etc.
#3 Swap Real Images
In Place Of Stock
Photos

Real Images
Outperform
Stock Photos…

45.45% Lift 45.05% Lift

dividers,etc.
#4 Increase Signups
By Hiding The Signup
Form

Eliminating The Form Created A 60% Increase In Conversions
Source: VWO.com

dividers,etc.
#5 Friendlify Forms
To Bump Conversions

Changing Form Fills
To Narratives Drove
Conversion Bumps Of
25% -40%...

dividers,etc.
#6 Test Minimalist
Landers + Home
Pages

Try Minimalist Messaging On Your Lander + Home Page
This page asked for and delivered too much information…

This Page Was
Focused With A
Clear Benefit +
CTA…
And got a 945% higher conversion rate (13.13% vs. 1.39%)

dividers,etc.
#7 Reduce Form
Fields

Short Forms
Generally
Outperform
Longer Ones
Source: marketo.com

dividers,etc.
#8 9XAbandon Cart
Recovery Increase
With Web Push

#tcs2017 facebook.com/RolandFrasierPageSource: https://developers.google.com/web/showcase/2016/pdfs/jumia.pdf
Tool Used: accengage.com
Web Push Notifications Increase
Mobile Conversions 9X

dividers,etc.
#9 Tell Stories To
Convert Better

#tcs2017 facebook.com/RolandFrasierPageSource: bufferapp.com
296% Conversion Increase + 520% Longer Time On Page

dividers,etc.
#10 Use In-Line Form
Validation

#tcs2017 facebook.com/RolandFrasierPageSource: conversionxl.com
22% Increase In Form Completions

dividers,etc.
#11 Remove
Navigation Links From
Landing Pages

#tcs2017 facebook.com/RolandFrasierPageSource: http://www.slideshare.net/mattangriffel
…Dramatically Out-
Converts Landing
Page With Nav Links
Multiple Tests Reveal
Same Landing Page
With No Nav Links…
+ 100%
+ 91%

dividers,etc.
#12 Include Click-To-
Call Phone Number
On Your Website

TryAdding ClickTo Call To
Your Site
Source: convirza.com
Calls convert 10X
better than web leads
Calls are lower in the
funnel than web leads
and eliminate online
conversion funnel
friction

dividers,etc.
#13 UGC Photos On
Ecommerce Bump
Conversions

TryAdding User Photos To
Ecommerce Pages
Vanity Planet Got
A 24% Bump
After 
Before
#tcs2017 facebook.com/RolandFrasierPageSource: yotpo.com

dividers,etc.
#14 Let Ecommerce
Site Visitors Text You

TryAdding Ecommerce Site Text
Widgets
Source: blog.sendsonar.com
Bohemian Guitars Increased Revenue by
98% By Allowing Ecommerce Site Visitors To
Text Them Directly

dividers,etc.
#15 Test Different
Offer Prices

We Tested 4 Different Free-Plus Shipping Offers @
$1.95 > $2.95 > $3.95 > $4.95
Our standard price is $4.95
New product split test $2.95 & $3.95
Both prices performed +/- 3x better
$4.95 barely registered

dividers,etc.
#16 Test Background
Color

33.33% Higher Conversions Won (Even With COGS)
Blue generated more clicks, leads and sales
But… Blue cost the most per click (59% more than pink)
Ultimately blue was the winner for us overall

dividers,etc. Content

dividers,etc.
CONTENT
MEDIA PROPERTY
CONTESTS
ON-SITE PROMOS
CONTENT
ON-SITE 3rd PARTY ADS
ON-SITE RETARGETING
SOCIAL
EMAIL
TRAFFIC
ORGANIC SEARCH
RENTED LISTS
PAID MEDIA

dividers,etc.
#17 Drive Leads With
Content Upgrades

How Content Upgrades Work…
Put A Box Like This In Your Post
Pop This When They Click
Source: Brian Dean Banklinko.com
LeadLinks (LeadPages) or ClickPops
(ClickFunnels) Make It EasyTo Do This

 Before Content Upgrade
After Content Upgrade 
Source: Brian Dean Banklinko.com

How To Do A Contnent Upgrade In 3 Steps…
Step 1: Find high-traffic pages on your site
Step 2: Identify a resource that would make the content
better and create it.
Step 3: Add the LeadBox/ClickPops teaser box to your page
and start gathering e-mail addresses.

dividers,etc.
#18 Refresh And Re-
CRO/Re-SEO Blog
Content

Use Google Analytics To Identify Candidates For A Refresh…
Ideally look for posts that are
more than three months old but
that are performing well.
Find the content
that gets the
most traffic.

Just enter the post
URL and sort by
volume.
You may also want to
focus initially on
posts that rank in
spots 3 through 10.
Use SEMRush To Identify High Traffic
Search Queries

Optimize Your CTAs Based On Highest Traffic Search Queries
Matching search
intent to CTA
brings big gains.
Match Your CTA To
The Search Query

Optimize Beginning Of Post,End Of Post + Slider CTAs
Old End Of Post CTA Optimized EOP CTA
Source: hubspot.com

Optimize Beginning Of Post,End Of Post + Slider CTAs
Source: hubspot.com
Old Slide-In CTA Optimized Slide-In CTA

You Should See A Consistent Increase In Conversion Rates
Across All CTA Optimized Posts…
HubSpot Saw A 240%
Increase In Conversions
Post Update.
Source: hubspot.com

Bonus: You Should Also See Increases In Search Traffic….
Source: hubspot.com

dividers,etc.
#19 Sniply Drives
Leads + Sales

Share Other
People’s
Content
Through
Sniply

Your Link +
Message At
The Bottom
Takes Them
To Your Sales
Page

17,020 Clicks
17,020 Pixels For
People Interested
(Retarget Later)
1,623 Immediate
Conversions
$7,235 Sales From 1
Email

dividers,etc.
Personalization #tcs2017 facebook.com/RolandFrasierPage

dividers,etc.
#20 Use Dynamic
Text Replacement On
Your Landing Pages

Dynamic Text
Replacement
Source: omnicovert.com
Automatically customize
landing page text to
match email AR
sequences, PPC ads, and
search keyword queries,
user location, gender,
age and any other data
you have

Dynamic Text
Replacement
Source: optinmonster.com | unbounce.com

#TNC2017 LinkedIn.com/in/RolandFrasierSource: Unbounce.com

Dynamic Text Replacement Ads Tested Significantly
Better In A 60 DayTest Based On Search Location…
This converted 29% better than the normal, location
generic landing page.
It also reduced Cost Per Lead By 31% And Cost Per Click by
5%.
Source: Unbounce.com

dividers,etc.
#21 Facebook Bots For
Messenger Can Save
40% Of Social Sales

Messenger Can < Churn 15%,Increase
Revenue Per Customer 20% -40% &
Reduce Customer Care Costs 83.3%
#TNC2017 LinkedIn.com/in/RolandFrasierSource: cxsocial.clarabridge.com

dividers,etc.
Video #tcs2017 facebook.com/RolandFrasierPage

dividers,etc.
#22 Use Mid-Roll
Video Opt-Ins To
Increase Lead-Gen

Brian Dean Converts 29%
Of Video Viewers To Email
Subscribers Using Wistia
Turnstile + A MidRoll-Video
Content Gate
Source: backlinko.com
In addition to allowing them to watch the rest of the video, be sure
to promise them something cool via email to dramatically reduce
fake email submissions.

dividers,etc.
#23 Use Fall-Off Point
Video Annotations To
Increase Watch Time

Place Annotations At The
Fall-Off Point Of Your Video…
Find your highest viewed videos, then
check audience retention and watch
time. See where viewers fall off at an
increasing rate.
Source: moz.com
Position your annotation in the lower right corner, 20 seconds before the fall-off point and suggest your
video to watch next.

dividers,etc.
#24 Tweak Video CTAs
To Bump Conversions
By Over 300%

Mid-Roll Video CTAs Bump Conversions 54.47%
Source: wistia.com
95.9% Of Video CTAs Are
Post-Roll, But…
Mid-Roll CTAs generate
the highest conversion
rate @16.95%
Then post-roll @10.98%
Then pre-roll @3.15%
Out Of 481,514 Calls to Action
(CTA) from 324,015 different
Wistia hosted videos

Image CTAs In Videos Bump Conversions 22.8%
73.5% of videos use Text
CTAs. But…
Image CTAs generate the
highest conversion rates
@13.08%
Text CTAs in videos convert
on average at 10.65%
Source: wistia.com

Power Word CTAs In Videos Convert At Up To 12.22%
67.6% of videos do NOT
use Power Word CTAs.
But, CTAs using “Free”
convert at 12.22% on
average.
Source: wistia.com

Action Word CTAs In Videos Bump Conversions Up To 300%
58.3% of videos do NOT
use Action Word CTAs.
But…
CTAs using “Sign Up”
generate 300% higher
conversions than CTRs
without action words
Source: wistia.com

dividers,etc.
Drive Social Traffic To
Your Site
#tcs2017 LinkedIn.com/in/RolandFrasier

dividers,etc.
#25 Try Short Top-
Down Vertical Videos
With Text Overlays

Use Top-Down
Vertical Video
For Facebook,
Instagram +
YouTube

dividers,etc.
#26 International
Video Launch
Strategy

38 Million Views + 331k Likes + 665k Shares In 30 Days
Step 1
Launch In Low Cost, High
Supply Countries…
Step 2
Re-boost With Social Proof
To Your Target Countries…
Step 3…
Massive Views, Likes,
Shares + Comments.

285% More Engagements 64% Less Cost Per Engagement
300% More Clicks 920% Increase CTR
Source: upwordsem.com #tcs2017 LinkedIn.com/in/RolandFrasier
With Social
Proof
Without Social
Proof

dividers,etc.
Traffic

dividers,etc.
Drive Traffic With List
Builders To Reach
Critical Mass

Use These 5 Interactive Engagement Strategies To Drive
Millions Of Visitors To Your Content Site
• Give Them Something They Really Want But Won’t Buy ($500 Value)
Giveaways (Enter To Win)
Contests (Compete To Win)
• Ask Them Their Opinion
Polls (Ask 1 Simple Question)
Surveys (Ask A Series Of Questions)
• Let Them Find Out More About Themselves
Quizzes

dividers,etc.
#27 Increase Contest
Signups

#tcs2017 LinkedIn.com/in/RolandFrasierSource: Unbounce.com – 3,000,000 visits across 100 websites

Contest Posts On Blogs: Location Matters
Top Stat: Right Side Sidebar: Site Wide… Low due to high mobile traffic where side bar ads display bottom of page
Bottom Stat > In-Post: 243% Conversion Increase Over Right Side-Bar
Middle Stat > Content Specific In-Post (vs. site-wide):
147% Conversion Increase Over In-Post Generic Contest
356% Increase Over Right Side Bar
In-Post Specific
In-Post Site Wide
Side Bar

dividers,etc.
Social #tcs2017 facebook.com/RolandFrasierPage

dividers,etc.
#28 Double Your Traffic
ByAutomating Re-
Usable Social Conent

Generates 500-700
Leads Per Week For
DigitalMarketer.com

dividers,etc.
#29 Sell Directly With
Facebook Messenger

Case Study:
DigitalMarketer
$800 Ad Spend
300 Chats
$4,200+ In
Product Sales
Source: molly pittman | digitalmarketer.com

Case Study: DigitalMarketer
500%+ ROI On Ticket Sales
Source: molly pittman | digitalmarketer.com #tcs2017 facebook.com/RolandFrasierPage
Messenger Broadcast Using
ManyChat App

dividers,etc.
#30 Build Your List +
Increase Engagement
With Messenger Chat

Replace On-Site Chat
With FB Messenger

dividers,etc.
#31 Message People
Who Have Not Yet
Messaged Your Page

#tcs2017 facebook.com/RolandFrasierPageSource: molly pittman | digitalmarketer.com
Unless… They Have
Left A Comment To
Your Ad Or Page
You Can’t Message
Someone Who Hasn’t
Messaged You…

dividers,etc.
#32 Facebook Page
Traffic Strategy

New Facebook Traffic Strategy
• Topic Feeder Pages > Interest Pages > Main FB Page
• 5-7 Cent Likes > 10-15 Cent Likes > 30+ Cent Likes
• Use topic pages to send traffic to interest pages and
multiple interest pages to prop up primary FB page.
• Test: 70k+ likes in 30 days on $5k ad spend.

dividers,etc.
Retargeting

dividers,etc.
#33 Delay Retargeting
Pixel Fires 45 Seconds
To Avoid Pixeling
Bounce Traffic

#tcs2017 facebook.com/RolandFrasierPageSource: imscalable.com
Tool Used: CodeDelay.com
Don’t Pixel All Traffic To Your Site.Only Pixel People Who Do
Not Bounce After 45 Seconds
Assume your site’s bounce rate is
78%. If you pixel everyone + run
retargeting ads to all, you’re
paying to reach 78% of people
who weren’t ever even interested
in your site. Delay firing the pixel
and only reach people who
wanted to be on your site.
Case Study: One site went from losing
money on retargeting to making 636% ROAS

dividers,etc.
#34 Retarget Using
Facebook“Bought This
Not That”

Use ATool Like
Klaviyo To Sync
A List/Segment
To A Facebook
Custom
Audience

Use ATool Like Klaviyo
To SyncA List Or
Segment To A Facebook
Custom Audience

#tcs2017 facebook.com/RolandFrasierPageSource: Ezra Firestone, SmartMarketer
Target Customers Who Purchased
Product AAnd/Or B,But Not
Product C

dividers,etc.
#35 Spend More To
Retarget People Who
Watched More Of Your
Videos

#tcs2017 facebook.com/RolandFrasierPageSource: Ezra Firestone, SmartMarketer

dividers,etc.
COMMERCE
MEMBERSHIP SITE
SOCIAL
EMAIL
MARKETPLACESTARGETED ADS
TRAFFIC
SEGMENTEDPROMOS
LANDING PAGES
PRODUCT GRID
RETARGETING
ORGANIC SEARCH
RENTED LISTS
PAID MEDIA

dividers,etc.
EMAIL
MEMBERSHIP SITE
SOCIAL
EMAIL
TRAFFIC
SEGMENTEDPROMOS
LANDING PAGES
PRODUCT GRID
RETARGETING
ORGANIC SEARCH
RENTED LISTS
PAID MEDIA

dividers,etc.
#36 Use The 3 Day + 1
Day Cash Machine For
Promos

3 Day and 1 Day Cash Machine
3x Normal Weekend Promo Revenue
6AM: Mail 10% of total list in morning to test 3 subject lines
7AM: Mail 2nd 10% of total list the winning subject line with 2 body copies
8AM: Mail remaining list winning subject line and body copy
3PM: Mail all opens who did not buy and add a big premium. 55% Open Rate
7PM: Scarcity closing email to people who clicked but did not buy

dividers,etc.
#37 Use Triggered
Emails To Bump
Conversions

#tcs2017 facebook.com/RolandFrasierPageSource: Magnetic

#tcs2017 LinkedIn.com/in/RolandFrasierSource: Magnetic

dividers,etc.
#38 Fully Implment
Multi-Touch Email
Campaigns

Source: marketingsherpa.com
• 478% increase in order volume
• 384% increase in revenue
• 335% increase in subscribers
• 12% increase in revenue per subscriber
JewelScent Added These
Campaigns To Transactional…
• Promotional
• New product launches
• Giveaways and sweepstakes
• Retention
• Win back
And Achieved These Results…

dividers,etc.
#39 Use Triggered
Emails For Cart
Abandonment

#tcs2017 LinkedIn.com/in/RolandFrasierSource: marketingsherpa.com
Abandoned cart emails…
• 65% Open rate
• 14% Click-through rate
• A $16 RPE (Revenue Per Email)
Browse abandonment emails…
• 64% Open rate
• 10% Click-through rate
• $6 RPE
Search abandonment emails…
• 57% Open rate
• 10% CTR
• $5 RPE
Use Cart,Browse + Search Abandon Triggered Emails To
Increase Ecom Revenue 53%

dividers,etc.
#40 Receipt Marketing

The highest
converting
receipt offers are
discount
coupons and
similar product
offers. Average
conversion rate
16.9%.

dividers,etc.
SEO

dividers,etc.
#41 Boost Sales +
Marketplace SEO With
App Traffic Ads

How To Monetize App Traffic
• Sell With It (Low Conversions .13% But Costs Pennies)
• Send To Blog Posts To Improve SEO
• Send To Amazon Product Pages To Improve AMZ Rankings
• Place Facebook + Google Retargeting Pixels To Create
Huge Retargeting Audiences

dividers,etc.
Fulfillment #TNC2017 LinkedIn.com/in/RolandFrasier

dividers,etc.
#42 Convert Customer
Care Contacts To Sales

#TNC2017
LinkedIn.com/in/RolandFrasier

HelpScout.com
• Built-In Knowledge Base/The Help-Desk
• With Live Chat Added $59,000 In First 2 Months Of Use
• Integrates With Slack, Magento, Brite Verify + SnapEngage
• Allows Customer Care Agents To Pull Product Lists +
Customer Buying History On The Fly

dividers,etc.
#43 Verify
Conversions Before
Shipping

Twilio Use Case…
• SMS “WELCOME TO THE FPA. Click Here To Sign In & Get Your
Membership Benefits Today.”
• Responses “I Never Signed Up For This.” = Cancel Membership,
Don’t Send Welcome Kit. Don’t Rebill.
• Decreased First Re-Bill Cancels By 10%, Reduce Chargebacks,
Save COGS On Kits Sent To Cancels Prior To Implementing

dividers,etc.

dividers,etc.
Thank You
Slideshare.com/RolandFrasier

TCS: MORE Freakishly Effective Marketing Hacks From Traffic & Conversion Summit

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TCS: MORE Freakishly Effective Marketing Hacks From Traffic & Conversion Summit