Post Conversion Optimization Tips | Shared by Julian Janik & JB Kellogg

Key Takeaways

hey guys I have Julian Janna Khan with me today he's a director of marketing at marketing 360 and what I wanted to talk to him about today was really the the small window when a lead converts and how you can make that more convertible so this is post conversion strategy for your Thank You page and the email automation that hinges off of that to help nurture your leads through the sales process so that's what we're gonna talk about today absolutely JB I'm happy to be here yeah one thing that I like Julien that I know you're a bit advocate of or a big advocate of is the email automation just kicking off right from that very first sign up so whether somebody signs up to become to get a free quote or get additional information or maybe it's an online purchase whatever it is you have that initial capture on your website of some sort and I love how you really just push the idea of having a beautiful Thank You page mmm-hmm you know in combination with an email that starts building that trust right away and then starts nurturing that you know if it's a lead through the buying cycles that they buy what are some tips on that you know in terms of just taken advantage of that or maybe just further sell the point of the value of starting that nurture campaign just right out of the gate fill out your own form every two three months you might have new ideas that might come lit experience what your clients are experiencing you know kind of act like you use your own product if you fill out your own form you're gonna identify something that was underwhelming or a poor experience right there and you're gonna understand oh at this point let's say at the Thank You page if you're starting to get a lot of fa Q's at that level from when the lead when you call the lead up for the first time address it on the Thank You page address their concerns right I think one of the biggest things that I have to remind clients especially in certain industries is that they're gonna be filling out multiple forms so which means they're gonna see multiple Thank You pages in multiple thank you emails who has the most impressive can tend to be filtered out and already be chosen above those a lot of times that clients decision process is happening right there you know do they trust this business so what I tell is that like the thank-you page in that whole thank-you email experience can actually raise your your lead close rate if you are impressive enough right most industries are built on two out of these top three right it'll be time cost or quality and you know you're gonna get two out of those three depending on your industry that they're gonna be your clients are gonna be really focused on well address those big two or big one right there on that thank-you page as best as possible throw an infographic about the quality throw an infographic about the cost and a matrix between you and your competitors so big decisions are made during that email and that Thank You page process so just test it out every three months I think a lot of times we just kind of let it sit there and collect dust especially if we have success right things are working well and we never really revisit it you should put a calendar invite every three months to test out your own form I love that and really I like the idea of continually checking your thank-you page and your thank-you email because you're right there's new questions that came along the way maybe an FAQ needs to be updated there's just other information that's come about and that maybe six month window that should be included on that page that's pretty powerful with the email so you have the thank-you page that's beautify it has all the information that's really answering the person's questions before the sales person even reaches out to them did you put that same information also in the email essentially so that if they didn't have time to read review the thank-you page they at least have that in their inbox or is the email have you know additional different information yeah that's a fantastic question a lot of times when you don't want them to come back to the information for instance sometimes if you want them to save it if you're offering a free PDF and a free coupon that definitely needs to be in the email right because at least it's saved somewhere that they can bring it back up I always kind of tell my client and remind them that the Thank You pages somewhere you're not gonna want to resend them the thank-you email is something that you are so what's what difference in content is that right usually on the thank you landing page the first thing I do is address the number one concern that I think a lot of people do when they fill out an online form and that's if that their email actually or that the contact form actually went somewhere the scariest thing is that they went into some let's say digital purgatory blacklist or something and you say success we've received your inquiry I think that like definitely help someone's first concerns is like okay is someone gonna call me back and then I dress on the thank you page when they can expect a callback what's the process look like in tips to get the process more smooth on the thank you email yes it has a lot of the similar things but probably it might would have like like I said the things that they'd probably want to save the coupon and then probably their own details a lot of the times too they thank you email can pull in information from our crm list and they're gonna want to make sure that you have their name it looks professional when you can call them by name you can tell them the time that they request it in the service they requested so a lot of times the thank you email I try to add as much customizations as possible because that shows a lot of professionalism so that's usually the differences I say between the landing page in the email makes sense and I would imagine so you have that initial email but then also you know this is put them into the list so now the list is continuing to grow every time somebody fills out your form but what kind of nurturing would you do then would you would you follow up with additional pieces of maybe the sales process or customer reviews or things to build trust you know what would be maybe some of the top two or three things that you would include after that initial thank you email to send them to build them kind of nurture them through that process and assist to the sales rep a little bit further maybe over that next week to month absolutely I think what's really powerful is telling a sales person if they opened up the email and if they came back and on the Thank You page you can use tracking codes to see if they came back to the website so the email platform can tell you the open rate and if they open really to be honest though is that what you're gonna want to see is then if you put a you TM code you can retarget these guys as well so if they opened up your newsletter and the thank-you page you can send them more information and stay in front of them even further quite honestly if they filled out your form they're pretty far down that conversion funnel and once they're at that bottom you should probably start hitting them with some other types of information but most people didn't know that you can retarget the people who actually open the thank-you email I think that's very powerful another thing that I'd say is in terms of emails after the thank-you email is updates quite honestly the I always said this is that the everyone's favorite thank-you page is probably the Domino's Pizza Tracker because it tells you the next steps right it's telling you the progress at where you are at in this process so usually you go you're at step 1 or step 2 you reached out to us here's the next step someone will come to your house and the audit and then giving them the light at the end of the tunnel write that like well what's the fifth step that makes them happy why did they fill out that form and I think a lot of people just want to know that next step for instance even when you kind of get to know where your packages right so a lot of times anyone who has a long scheduling period in between the thank-you page and their service let's say moving for instance they're usually scheduling in out two to three weeks because someone knows that they have to move at that time well other emails can include upselling do you move do you also pack do you also offer storage right and then you can give them reminders up into that point to even start upselling the next products with the roofing do you want the gutters right and things of that nature so a lot of people don't realize that after the thank-you page you're actually not done selling you haven't got the credit card swipe you know you haven't really finished the project yet and quite honestly you're not even done with all the services so most people don't look at it as its own salesmen that can upsell and those emails usually come after so I kind of go oh what what are the add-ons and I think letting them know after the thank-you page what those add-ons are is a fantastic use of email after the thank you you know yeah no that's huge and actually you know that just makes me think email really in in the format we're talking about it is like the virtual assistant of the sales rep because as soon as you convert you get a beautiful thank you page and an email it's almost like an assistant emailed them hey here's the FAQ years here's our reviews our awards here's why you should go with us your next steps in the process and then the salesperson engages and does their thing but then throughout that week or month or whatever your sales cycle is that sales rep is gonna do what they do but they're also getting these emails from their virtual assistant saying hey have you thought about this upsell have you thought about this next step in the process and I bet you you know a lot of the leads would actually even bring those things up with a sales rep you know I know from experience sales reps have a lot of things to think about and a lot of times I don't think about every possible scenario and upsell and it's nice when the actual lead says hey I saw that you do this right that's something you can help me with and they're like oh absolutely you know so I think that's just a great point that you made on that and I think if we all think about it that way there's no reason we should take it shouldn't take advantage of email right out of the gate even if it is a small list that you have absolutely it's a meatball down home plate they call in they're more educated on your services and they're they're interested in the plethora of what you can provide so the next step I think to is I just remembered I did this very successfully from one of my largest clients was you create a funnel for even each salesperson so now yet you they filled out the form a sales person reaches out and if that sales person had a really good job and they are a really good relationship and maybe it just wasn't that time to make that sale yet they can move through the CRM that person to their own list to follow up with later and get them into their own personal op you know automations so I always thought that that was really cool is that using the CRM to even manage your sales people's lists and move them around right from general lead to then kind of warm lead or cool lead or maybe someone else can pick up this lead if you know they're like looking into the older leads so I always loved that lead flow I like that because that you can really make it personal then you know because a lot of times if you receive an email from a brand that's not as engaging if it came from Julian and maybe Julian's picture is literally in the footer of the email and the and the from address is from Julian so I when I respond it goes directly back to you that's that's a lot more powerful to me so I like that concept of maybe the general track and then they kind of go maybe into that personal sales reps track after that and get more information because you know it just keeps you top of mind and then when they need the product or service that you sell you know they they pull up their inbox and email you back and boom the sales is reengaged so I think that's absolutely yeah they could even make it I had like an e-commerce client that was the sales guys were even making their own codes so they would send those out like here's a free five hundred rewards whatever or you know 20% off or something like that out of my sales reps name or something like that so definitely helps with the rapport building right and especially if it's over 50 you know five hundred people it you know these sales guys to organize that and send individual emails it's really easy for them to use the platform to just send the emails through their own lists absolutely no it's really good well I really appreciate the power tips today super helpful and thanks for your time oh thank you JB I appreciate being here thank you