marketing apps - turn interaction into business action
DESCRIPTION
Online marketing apps are highly engaging — taking visitors on short, but effective, conversion-focused journeys. As an added benefit, most of them also provide marketing with highly valuable segmentation and sales enablement data that can be leveraged within CRM and marketing automation platforms. App-like digital experiences may take the form of a simple segmenting wizard, a more involved profiling quiz, or even a calculator or configurator. As you explore the ideas in this book, try and align with the ones that best fit your strategy. Marketing apps bring the richness and expectations of mobile apps to web experiences. They engage with visitors at a much more meaningful level than cookie-cutter websites and landing pages. So,get inspired to take your digital marketing to a higher level. Get inspired to provide more value and to reap more online leads and sales as a result.TRANSCRIPT
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Online marketing apps are highly engaging — taking visitors on short, but effective, conversion-focused journeys. As an added benefit, most of them also provide marketing with highly valuable segmentation and sales enablement data that can be leveraged within CRM and marketing automation platforms.
App-like digital experiences may take the form of a simple segmenting wizard, a more involved profiling quiz, or even a calculator or configurator. As you explore the ideas in this book, try and align with the ones that best fit your strategy.
Marketing apps bring the richness and expectations of mobile apps to web experiences. They engage with visitors at a much more meaningful level than cookie-cutter websites and land-ing pages. So, get inspired to take your digital marketing to a higher level. Get inspired to provide more value and to reap more online leads and sales as a result.
1
Marketing Apps turn interaction into business action.
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Idea 1: Content WizardContent wizards let participants drill down to their favorite content while they enable marketers to learn who’s on their site and what interests those visitors have. Rather than showing long list pages of white papers and webinars to wade through, content wizards provide a more enjoyable and personal user
experience. And, as you associate the data collected to the lead record, you can also tie that data back to the referrers that drive the traffic. Then, it’s a much shorter distance to optimize for the most qualified traffic.
2
Testing ideas: Try varying the number of steps to see how increasing or reducing the pre-conversion steps impacts conversion rate.
Which HR topic would you like content on?
Recruiting Talent
Retaining Talent (HR Benefits)
1 2 3
Which topics interest youwithin recruiting?
International
Technical
Executive
1 2 3
FREE White Paper
1 2 3
Get the FREEWhite Paper
2014 Recruiting Trends
Download
White Paper
Name
short & sweet form to get the content
Progression bar
RECRUITING TALENT RECRUITING EXECUTIVE TALENT
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Idea 2: Conversion PathConversion paths enable participants to take control of their conversion experience by making one or more personal choices that affect the pages and content they visit. At its most basic, a conversion path lets a visitor self-segment into one of two buckets. This choice is communicated via a click — not a form. The post-
choice page is then more specific to the visitor’s interest and more likely to convert their initial engagement into conversion. And, con-version paths are mutually beneficial — giving marketers valuable segmentation data tied to the resulting lead record and tied back to the referring source of traffic.
3
Testing ideas: Try testing different segment labels and calls-to-action to minimize bounce rate. Track those tests to see how the various segment labels affect conversion.
FREE HR White Paper
Benefits that help
FREE White Paper
Company
Retain Employees
White Paper
White Paper
Name
Learn New Ways to
FREE White Paper
Company
Recruit TalentWhite Paper
Name
White Paper
HR Professionals:
FREE FREE
Recruiters:
self-segmentation
Visual prominence of incentive
I NEED TO
RECRUITI NEED TO
RETAIN
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Idea 3: QuizQuizzes are a great way to engage and educate participants — giv-ing them valuable insights and advice, while marketers get high- value visitor profiling and segmentation data. You can then use that data to drive targeted marketing automation programs and to surface warmer leads to sales with pre-fab insight into pains.
For quizzes to work well, they must offer valuable information. For example, asking visitors multiple-choice questions in an assessment and subsequently giving participants written recommendations based upon their answers.
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Testing ideas: Try requiring sign-up before taking the quiz, versus before getting the recommendations, versus only if you want to receive the recommendations via email. Another idea is to experiment with the number of questions and/or answers to optimize for completion and conversion. See it in action: Take our quiz now http://ioninteractive.com/score
1 2 3 4LANDING PAGE QUIZ1 2 3 4
simplifiedchoices
packageresults
LANDING PAGE QUIZ
recommendations based on score results
Question 1:How strong is the message match between your ad & your landing page?
Your Score:
Below are ways to improve your pages based on theanswers to the quiz.
18Needs Improvement!
Not so good
So-so
Great!
Get Results via Email
Company
Get Results
Name
LP
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Idea 4: CalculatorMost organizations have something that can be calculated using an engaging app-like experience. The most obvious example is pricing. Price ‘ball parking’ lets you price-quali-fy leads without giving them personal pricing. It uses some
basic axis upon which to assess and offer a price range or ball park. This provides the immediate gratification that B2B buyers crave while allowing sales to continue to build value prior to delivering a specific price quote.
5
Testing ideas: Try varying price ranges as well as varied propositions on the conversion form — for example: contact sales; versus request for proposal; versus get your price, etc. See it in action: Check out ion’s pricing calculator http://ioninteractive.com/request-pricing
Estimate your price Your Approx. Price is
EstimateEnter Amount
1 2
Company
Email Job Role
1 2
Get Instant Estimate
How many unique visitors do you drive to your landing pages each month?
$1,295 — $1,895
Request a Proposal
✓✓
✓✓
Get Proposal
per month
dynamic price range based off answer
prominent, simple form RFP incentive for more detailed pricing
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Idea 5: ConfiguratorConfigurators are specific types of wizards that allow participants to assemble or package products and/or services. By answering a series of self-evaluation questions, they can be presented with a more targeted and specific offering. This provides a valuable service to the visitor while providing marketing with even more valuable packaging data on what
visitors need and want. This insight can be used in marketing automation programs as well as in personal selling to cater mes-sages and offers. This makes sales and marketing smarter, more likely to satisfy visitor expectations, and more likely to convert traffic into business.
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Testing ideas: Experiment with the number of steps and the specificity of framing questions. There is often reluctance to divulge information deemed too personal or specific, so experimenting with varying degrees of specificity can reveal the sweet spots at which information gathering and conversion optimization are in alignment.
Step 1: How many employees do you have?
Step 2: How many will you recruit in the next 12 months?
Step 3: Select the type of package best fits your needs?
Number of employees in your company:
1 2 3 1 2 3 1 2 3
Name
Company
Phone
Include features & benefits to distinguish package choices
RFP Lightbox with contentbased on answers & selections
Start
# of Employess
Number of employees you will be recruiting:
Next
# of Recruits
Initiate engagement with a basic question
RECRUITING EMPLOYEESNUMBER OF EMPLOYEES SELECT YOUR PACKAGE
Do it Yourself Select
We help Select
We do it all SelectContact Sales
Request aProposal
For a “Do it Yourself” Planfor 50 Employees
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Download the FREE Report
Company
Download
Name
Relocation
Compensation Package
Benefits Package
503 corporate recruiters were asked what their greatest challenge was...
playful and engaging layout directional cue to upsell full report
Work Environment
A
C
B
D
DotheRep
Em
Co
Na
You are Correct!
Survey results reveal thatbenefits play the mostchallenging role in the recruiting process.
Benefits PackageThe answer is:B
The Game of HR
Which do you think it was?
Learn all the answers in this FREE report
Idea 6: GameGames are entertaining ways to engage, educate and convert prospects. For example, ’Guess which’ games are great follow- on uses of survey data. Rather than answering survey ques-tions for themselves, participants guess which answer was most popular amongst their peers (think Family Feud “survey said…”). In answering, they are exposed to shared pains, problems
and solutions that drive demand. Simple guessing games provide another way to communicate strategically compelling information — for example, guessing how much time is saved on average by users of a solution — and tying that back to real research.
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Testing ideas: Game incentives are great to experiment with. Try monetary incentives, versus social recognition, versus an asset offer to stimulate engagement and conversion. Also, test different conversion points — pre-game versus post-game — to see which delivers the most conversions.
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Idea 7: ContestKnowledge-driven contests engage participants by incentivizing them to compete. Aligning the contest with marketing proposi-tions — either by exposing pains or solutions within the content of the contest — involves and educates participants. The flow
of competitive answers from participants can be associated with their profiles and then used for sales messaging and marketing segmentation. Contests can be valuable sources of engagement and data from highly qualified prospects.
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Testing ideas: Try testing various incentives — cash, gift cards, promotional offers, bragging rights, social prominence — to determine which incentives attract the most qualified participants. Also, try varying the level of difficulty to see if ‘easier’ or ‘harder’ attracts and converts more of the right participants.
Win $500What is the #1 benefit to attract new talent?
1 2 3 4
Company
Email Job Role
Test your recruiting knowledge and you could win $500!
Enter to win now!
Enter Contest
data for marketing automation & sales enablement
short, concise form data can be passed into CRM
Health CareA
RetirementB
Wellness ProgramCEnter all the questions correctly and you could win $500!
Question 1:
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Idea 8: Voting
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Testing ideas: It’s unlikely that experimentation with gating the actual voting with a form will have a successful outcome. What may have a more successful conversion outcome could be gating the reveal of the population’s vote or combining your poll with a monetary or other type of incentive.
Get the FREE Report
Company
FREE Report
Name
LinkedIn Ads
Online Headhunting
IndustrySpecific Ads
Vote Now:
choices tie in to company services multiple selling propositions
EmployeeReferrals
A
C
B
D
The results:
Vote for the most e�ective source of applicants:
Employee ReferralsD
B
D
50%25%
12.5%
12.5%
A
C
Enter to win a year of FREE HR Software
Voting for preferences can be an easy-to-tap motive for visi-tors. Extending the experience to show how the visitor’s vote compared to the votes of others can further deepen interest and desire. When marketers design the alternatives between which visitors are being asked to vote so they have meaningful tie-ins to marketing strategy and selling propositions, the
engagement in voting becomes engagement in the brand. And when the reveal of all votes shows shared pain that can be solved by the brand, engagement can turn into persuasion. While it can be difficult to use a voting app for lead-gen, they are often used to collect data that can be used in sales enablement or as fodder for other apps.
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Idea 9: SurveySurveys in a marketing context can be more persuasive than ordinary research surveys. When a survey is strategically designed to focus on pains that can be relieved by the brand behind it, the survey can become an engaging and education-al marketing vehicle. Surveys that subsequently compare the
participant’s responses to those of their peer group provide valuable benchmarks that establish the participant’s pain relative to others. The data gathered from an app-like marketing survey can provide rich sales enablement and marketing automation insight into pains and segmentation.
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Testing ideas: If the goal is lead-gen, try gating the survey at various points: pre-survey and pre-benchmark are two good places to start. If the survey is for sales enablement, try testing a guided (by a sales rep) version against an unguided version — and experiment with delivery of the benchmarking — email versus in-browser.
Question 1
Next
Which of the following trends will have the greatest impact on HR next year?
1 2 3 4 5
lightbox gate added before the survey
HR SURVEY
HR Survey
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We’re surveying HR Professionals about recent trends
Takes 5 minutes Receive the HR Practices Research Report
HR Survey
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We’re surveying HR Professionals about recent trends
Takes 5 minutes Receive the HR Practices Research Report
strategic questions
O�shore OutsourcingHealthcare ReformTax IncentivesEqual Opportunity Act ChangesUnemployment Repurcussions
answers identify pain points
HRWe’Profrece
esces
rreeeeeeeeffeeeeeessseennnnnnnn
uuuuuuuttttecccccccttttic
Name
Company
Start the SurveyGet the FREE Report at the end of the survey
Begin Survey
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