Once we had driven more traffic to Pure Chat’s website using the strategies I talk about here, we shifted our focus to getting those new visitors to sign up for free plans and, later, paid plans. To do that we enhanced our website with compelling customer testimonials and created targeted email drip campaigns with information that would help new users realize the full benefit of our product. Then we created exciting feature launch campaigns that motived existing free customers to upgrade for added capabilities.
Provide Social Proof with Customer Testimonials
It’s been reported that personal recommendations in the form of video testimonials can increase website conversions up to 86%, so we reached out to our best local customers and conducted a series of fun, engaging interviews that demonstrated how Pure Chat was helping real businesses increase sales. We then used these videos as the building blocks for vertical-specific landing pages (like this one!) that we used to speak to specific subsets of potential customers via advertising.
Promote Engagement & Upgrades with Email Marketing
Sending targeted marketing messages to specific groups of users is one of the best ways to increase conversions, but when I came to Pure Chat they were only able to send mass email blasts. After meeting with the development team, creating a list of requirements, and sorting through the wide variety of email marketing tools on the market, I was able to choose an option that suited the company budget and would be able to scales in the future. With this more sophisticated system, we were able to pinpoint the highest value accounts to offer them special discounts, upgraded support and other incentives that encouraged them to upgrade.
Increase Stickiness with Simplified Product Tutorials
One of the most effective things we included in our email marketing campaigns were product tutorials that made sure users knew how to get the most out of the product. That’s why I re-examined the content and simplified it to make the information more concise and minimize technical terminology. I also amped up the production value of the videos to make them more enjoyable to watch. See an example below!
Craft Compelling feature launch campaigns
Of course one of the best ways to increase conversions is to create new features that entice them to upgrade! That said, users also need to understand the real value of these new capabilities and be excited enough to move to a higher plan. That’s why our launch plans included fun, sharable pieces of content that we promoted via social media, newsletters and business partners.