This case study of EnsembleIQ explains why lead generation is by far one of the best strategies to acquire customers who will connect with your brand. In this modern age with so many different platforms providing strategies for lead generation, qualifying leads and finding the right customers has become a focus with 66% of organizational goals directed towards lead generation and quality qualification.
Content creation plays an important role in a website owner’s life. Well-written content generates trust which increases the chances of conversion. Indeed, it’s still one of the most effective ways to turn early-stage visitors into newsletter subscribers – especially if it’s supported by onsite retargeting campaigns.
Here, we show you how EnsembleIQ.com increased the subscription rate significantly just within 1 month of using OptiMonk.
Jason Ward who is the Director of Digital Product Development for www.ensembleiq.com recently shared with us his success story:
- Within the 1st Month of using OptiMonk on his websites, 40% of the total registrations for sponsored content campaigns employing exit-intent ads were generated using OptiMonk.
- With large volumes in registration, they were able to focus more on increasing their capacity to offer more concurrent sponsorship opportunities without sacrificing their ability to deliver results.
About the Company
EnsembleIQ is a B2B media company that helps stakeholders connect the dots providing solutions to all their challenges in one place. They do this by providing predictive analysis, media (magazines, live events), research, websites, consumer goods technology, retail technology, hospitality technology to mention just a few, with their customers ranging from consumer goods manufacturers, technology vendors, marketing agencies and service providers across United States and Canada.
Now, let’s go into Jason’s success story while he shares his perspective in this short interview:
I’m curious, where did you first hear about OptiMonk?
I found OptiMonk online while evaluating exit-intent tools.
In comparison of the Exit-Intent tools you mentioned, what would you say stood out for you as an advantage now that you are using OptiMonk?
OptiMonk is a great tool, we found it easy to redirect a steady stream of qualified contacts to sponsored content and events. It also functions as a tool to drive qualified print and newsletter subscriptions.
In consideration of your recent response, what would you consider as the main reason of using OptiMonk as a solution?
We used OptiMonk mainly for promoting sponsored articles, webinars and live events to our existing site visitors.
To achieve this, – your main intent, which templates did you find most effective?
Sangha, Burma and Purusha.
Why is that so?
That is because the initial setup is simple. The art of creating engaging ads requires experimentation, particularly when the use cases vary as they have proven to be for our site.
Before proceeding with more questions, let’s review some examples of the campaigns as mentioned above.
The purpose of this template as seen above is promote a FREE EBOOK for download.
This campaign has been made with a built-in template which is called Burma. It consists of a couple of features which would make it easy for web visitor to leave their details before exiting the site. These features consist of the following:
This popup template is responsive meaning that it can be displayed across all device platforms for example PC, Tablet and Mobile. Visitors browsing your site on these platforms will not miss your offer.
- Image Upload:
The image upload feature allows you to upload a picture to the popup which helps build user confidence in an offer most especially if the offer is directly targeting the interest of the web visitor.
While considering Jason’s popup, we can see that he is targeting a specific audience that could potentially be interested in his book.
In order to target this audience, let’s see how Jason setup his targeting options.
First, Jason targets visitors who tried to exit his site using the On exit-intent trigger which captures those visitors who are no longer interested in the offers of the site.
For his mobile users, he used the After X seconds trigger to display the offer after 25 seconds of their arrival on to the site.
Additionally, he wanted to ensure that a user could only see this offer limited number of 3 times. This way, user experience is not affected for visitors browsing his site. Alternatively, this would also mean that it is the right time to display another offer to the visitor.
As mentioned earlier in the introduction, Jason mentions of 2 countries from which he focuses his targeting options i.e U.S. and Canada. This offer in particular was not available for visitors from both regions. He only focused on those visitors from the U.S. as seen below.
Additionally, he blocked those visitors who had recently been on a certain page on his site as seen with the setting here.
Let’s look at another example, another popup used by Jason.
This popup has also been made by one of our highest converting templates, Sangha. Its’ main purpose is traffic redirection. With this template you can choose to display this popup as a reminder popup or even one that is intended to drive your traffic from a given page to another.
How best can this kind of template be configured for great results? In the case of Jason, he setup his campaign using a set of rules that would help him get the deserved results.
First we can see that he setup his campaign to target people who tried to exit his site while browsing on desktop.
He then chose to target those visitors browsing his site via mobile to see this popup after 20 seconds of arriving on the site.
Using the Scroll based trigger, you can see that he chose to display the popup if a visitor browsing on desktop scrolls to the end of a given page.
Additionally with the setting above, he chose to target only new visitors…
… only if they come directly to the website or from other sources like Google Adwords, Google Organic, and Facebook.
As you can now see from the examples above, choice of campaign, message and proper segmentation that will give you your desired result.
Back to Jason’s success story:
In consideration of all the setup above, how long did it take to achieve the first results?
OptiMonk measurably impacted my results within the first month
How would you say OptiMonk impacted your Core metrics?
OptiMonk generates up to 40% of the total registrations of some sponsored content campaigns.
That’s a great result. Did you notice any increase in revenue or growth?
The ability to generate a larger volume of registrations for sponsored content and events increased our capacity to offer more concurrent sponsorship opportunities without sacrificing our ability to deliver results.
How about your team’s success? How did it create impact?
By generating registrations, OptiMonk has lightened the burden on direct emails decreasing the reliance on repeated email campaigns and making email as a whole more effective.
What would you say is your favorite feature or part of our product? And why?
The Nanobars. It is a great way to highlight breaking news or other critical short-term priorities to our visitors.
Before concluding with this case study, here is an example of how Jason used his nanobar:
The nanobar also known as a sticky bar is a type of template you can place at the top or bottom of your browser. These tabs can be used for various purposes such as reminding them of a certain offer on your site, for ecommerce stores owners these can used to further remind a visitor of a coupon code when checking out or even if they still have products in the cart.
In Jason’s case, we can see that he placed a message reminding his visitors about a free webinar also including a call to action button where they can sign up with the nanobar set to display one second into a visitor arriving on the website.
We can see that setting up a popup cannot be as effective if the three most important strategies are placed into consideration that is to say, the popup needs to display the right message to the right audience and at the right time.
While having this strategy in mind, some key factors like your desired result need to give you greater picture of what kind of template to choose or even what you need to communicate as this will be a key determinant of your success.
Finally! Jason, what would you recommend to those websites owners who have not yet started saving their visitors yet?
I would recommend them to spend time understanding how visitors actually use their site. This will help them understand their user experience which in turn will give them a better understanding on what to promote using OptiMonk and also how best to set the triggers.
(Note: Have you heard of OptiMonk? It’s a powerful onsite messaging solution that helps you convert up to 15% of abandoning visitors to sales and leads. Give it a try – click here to create your free account now.)