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Vasil Azarov

Hey everyone, in today’s episode I share the mic with Vasil Azarov, CEO of the Growth Marketing Conference, a must-attend for startup founders and marketing execs.

Tune is to hear Vasil discuss how the Growth Marketing Conference gets a 30% attendance rate from their 100K community of entrepreneurs and marketers, why events are essential for generating attraction if you already have a product, why he believes that events are the future of marketing and sales, and the best way to build an audience fast.

Download podcast transcript [PDF] here: How the Growth Marketing Conference Brought in $2M in 2 Years in Such a Competitive Space TRANSCRIPT

Time-Stamped Show Notes:

3 Key Points:

  1. If you don’t have passion in what you’re doing, you won’t make it.
  2. It’s never about just the one event, it’s about having that next step or level of engagement with your following.
  3. The key to a successful event? Make sure your event structure and progression of topics make sense AND plan for high-level engagement/actionable workshops.

Resources From This Interview:

Leave Some Feedback:

 Connect With Eric Siu:

This post originally appeared on Single Grain, a growth marketing agency focused on scaling customer acquisition.

The Content Marketing Funnel

It’s 2017. Do you know where your content is?

Today, nearly 88% of B2B marketers are creating custom content marketing and 76% of marketers plan to produce more content in the future. But many digital marketers are lost when it comes to making a distinction between content that works, and content that doesn’t make an impact.

The traditional sales funnel has been changing to a content marketing funnel, which many brands are still doing their best to figure out. Marketers are now able to support sales in an unprecedented way by targeting each part of the funnel with unique, stage-specific content types that help qualify, nurture, and convert leads into paying customers. Strategic use of content optimization opens up a world of opportunities.

In our experience, lots of companies don’t know how content marketing comes together, and they ask questions like:

What these companies fail to understand is that content creation, when done correctly, isn’t a race against the competition. It’s more like a spectator sport, one in which you watch your leads get closer and closer. In this framework, every piece of content you create is an opportunity to bring a new lead closer to a sale or to inspire an existing customer to take action.

Is content volume important? Absolutely. But content synergy is far more important. In other words, there’s no point in creating 100 blog posts if you’re just going to send all your readers to your homepage.

If you struggle to come up with relevant and interesting material, want new ways to repurpose your curated content, or want to learn how different types of content target different parts of the funnel, this blog post is key to creating an effective content marketing strategy.

What Is the Content Marketing Funnel?

Picture the wide top of a funnel. This is where a large number of people might become aware of your products or services. All these people are your leads, or potential customers. As they move through your funnel towards the much narrower neck, many will drop off. A much smaller number of leads will actually make it through the entire funnel.

The purpose of the funnel is to convert as many leads as possible into actual customers who are willing to pay for your products or services.

The traditional sales funnel has three broad stages:

  1. Awareness – when a lead first discovers your brand
  2. Evaluation – when a qualified lead (or prospect) decides to find out whether your product or service is the right fit or not
  3. Purchase – when the prospect gathers the last bit of information they need before deciding to buy and becomes a customer (the stage every business wants to achieve!)

Content Marketing Funnel

Image Source

The generic content marketing funnel is similar, but has a fourth broad stage:

The great thing about content marketing is that it can help your business reach users at any stage of this funnel, whether they’re at the top or floating somewhere in the middle. And as leads continue to interact with your business, and your business produces more quality content, you’ll widen the neck of the funnel.

What Content Type Goes Where?

Now for the burning question every marketer wants answered: What kind of content belongs at which stage?

Here’s the expanded four-stage content marketing funnel with different examples of content that is ideal for each of the four stages:

We want to be very clear that this is just our map for content types—there is no real consensus on what types of content work best in each stage because it depends a lot on your sales cycle, your industry, and your audience. There is also a lot of overlap between content types and stages.

That being said, this is the best we’ve figured out for now, and it holds true for the vast majority of companies with successful content marketing campaigns.

Let’s learn more about each type of content, and why it works in its respective stage of the funnel using the startup company Canary, “a complete security system in a single device”, as a case study.

Content for Attracting Leads

Content Marketing FunnelThis is the landing page that users see when they go to the Canary website. One of the first things that you’ll notice is how simple it is, with more negative space than text.

Because it’s holiday season right now, a “12 Days of Canary” pop-up appears asking for visitors’ e-mail address to get updates about holiday deals.

Content Marketing Funnel

This is effective for existing customers who may be coming back for more, or new leads who will make a decision based on the idea of a good deal. It’s straight to the point and quickly guides prospects to where they would be most interested in going.

And if the prospect scrolls down a little further…

Content Marketing Funnel

Again, there is not much text, but there is a call-to-action to learn more about a collaboration between State Farm and Canary to support first responders, such as arson investigators and training dogs. People who have State Farm Insurance will see an opportunity to save money on insurance, and others will see a company that cares about the men and women who protect us all.

Learn more: 10 Tips for Landing Page Optimization

For completely unqualified prospects who know absolutely nothing about your brand or product, the best types of content are simple landing pages, short introductory or product videos, and infographics. In other words: there should be as little written content as possible.

Keep in mind that no one cares about your company yet. Unqualified leads either don’t know who you are or have never seen any of your stuff. So you need to catch their attention with more riveting types of content.

Video often produces higher search engine optimization and stronger engagement and boosts the chance of a sale by 64–85%. In fact, by 2017, 74% of all web traffic will come from video. Video is also mobile-friendly, which means it puts you in front of the 31 million people who plug into the web via mobile device every day (and that’s just in the U.S.!). Since Canary offers a complete security system that you can access when away from home via an app, it’s essential that they make sure their content is mobile friendly.

A large portion of Canary’s business is selling security cameras, so it’s important that they showcase the high-quality footage that their products can deliver. Their Instagram, with over 5,000 followers, consists mainly of animal videos captured by their security cameras. Prospects can laugh at cute dogs and cats, and see how effective Canary’s product is at the same time.

Content Marketing Funnel

Once you’ve captured the attention of your leads, the best way to capitalize on this is by steering these potential customers toward qualifying facts or figures and by getting them to start asking themselves whether they should make a purchase. This can be achieved through the smart use of infographics.

All businesses can benefit from incorporating infographics into their marketing strategy. Just look at these stats:

Also called “data visualization,” infographics meet at the intersection of information, illustration, and design to present data that might otherwise be bland and boring in an engaging way.

Content Marketing Funnel

Image Source

And, as with videos, infographics are perfect for mobile devices. When there are 44 million more active mobile subscriptions in the world than there are people, ensuring that your content is mobile friendly is something that you can’t afford to neglect.

Content for Converting Prospects

Your leads have now seen your landing page, found your social media accounts, laughed at your viral videos, and probably looked over a few of your compelling and impeccably designed infographics. And they’re ready for more.

One of the first things a prospect will want to know after deciding that a product or service might be useful is whether they can trust the brand behind it. The best way to build that trust is by establishing domain expertise as a helpful thought leader. And helpful leaders usually offer free advice.

That’s why Canary offers plenty of helpful information across all their marketing channels, starting with a multifaceted blog:

Content Marketing Funnel

Learn more: How to Write Blog Posts that Actually Convert Readers into Customers

But how will Canary’s prospects find their blog posts? Will they have to visit their website to see what’s new? Nope, that’s where social media kicks in.

92% of marketers stated that a social media strategy was vital for their business because it creates a sense of community engagement. By creating regularly updated content channels on the social platforms where your target audience regularly hangs out, you provide your prospects with easy access to your advice. You also give them a chance to see what other prospects and customers are saying.

A prospect can instantly scan through dozens of eye-catching pics, announcements, and satisfied customer comments. Social media is the quickest, surest way of getting prospects and customers to engage and eventually become brand evangelists (which is why it shows up in the “Delight” stage as well).

Content Marketing Funnel

The ideal social media strategy includes regularly updating all your business’s social media accounts to maintain a strong and consistent presence on all platforms and catering to your followers as needed. Canary’s Twitter, Facebook, and Instagram are all regularly updated with content that is both informative and lighthearted, but still relevant to their brand. They also have their own hashtag, #caughtbycanary, for customers to locate and share snippets of footage caught by their Canary cameras.

Content Marketing Funnel

You should also have a clear FAQ page on your website to answer the most relevant and common questions they are likely to have before committing to your product or service. Canary includes a section called FAQs: Before You Buy:

Content Marketing Funnel

Once you’ve demonstrated your helpfulness and expertise without strings, a prospect is going to be far more comfortable with and serious about your brand. But there are still a few more steps they must take before they commit to making a purchase.

You have to convince them that buying from you is the smart thing to do. This usually means providing more qualifying information to assuage their fears. But this information can’t be an infographic. These prospects aren’t leads anymore, and they’re going to start scrutinizing everything a little more closely. In other words, now’s the time to offer long-form, in-depth content like whitepapers, e-books, and even informative webinars.

Learn more: The Ultimate Recipe for Effective Customer Lead Generation

Content for Closing Customers

Savvy brands like Canary understand that all marketing is in service of the “Close” and “Delight” stages. And, whenever possible, closing should be a repeat stage. Once a customer pays for their first product, the goal is to make them pay for another product or service, and become a recurring customer.

And the absolute easiest way to close a prospect is through ratings, reviews, testimonials, and case studies. In fact, 88% of consumers trust online reviews as much as personal recommendations.

For a company that sells security technology and home protection, stories about the prevention of break-ins and other crimes can be powerful testimonials. And this is some of the content that Canary features on their blog:

Content Marketing Funnel

Everyone dreads the idea of someone breaking into their home to steal their possessions while they’re away or threaten their family’s safety if they’re at home. The headline alone targets that feeling and captures the reader’s attention.

But even if a prospect never makes it to their blog, Canary has another big promotion stamped on their landing page:

Content Marketing Funnel

Names like Forbes and Time Magazine appear, but Oprah takes the spotlight. The “Oprah Effect” can launch even a small, struggling company into stardom after an appearance on her show. Even if your product hasn’t been promoted by Oprah, word-of-mouth recommendations from satisfied customers on social media, Amazon, or Yelp are more than enough.

For prospects that need a bit more convincing to close, you can also use strategic questionnaires and self-assessments. These help “nudge” prospects over the edge into customer territory by showing them just how much they need your help. They also help save you time by qualifying prospects even further, so you can get on the phone with the ones you’re most likely to close.

And if there are prospects you just can’t crack the first time around, you can always get them the next time there’s an opportunity. That’s why it’s so important to set up and maintain an e-mail newsletter. 91% of consumers check their e-mail daily, and 72% of consumers prefer to receive commercial communication via e-mail.

Content for Delighting Customers

E-mail is also the primary method for keeping in touch with existing customers. It’s how you continue to offer one-time customers helpful, resourceful content to keep the relationship fresh and relevant (until you have a promotion or upsell).

In fact, the “Delight” stage is a lot like what it takes to keep any relationship going. It’s not enough to attract, date, and enter into an official relationship with someone special. If you want to keep their affection, you need to remind them that you care with gifts and shows of affection.

For businesses producing content, this means that you should regularly check in via e-mail with announcements, discounts, and surveys. You should also share (through both social media and e-mail) any new blog posts or whitepapers and e-books that are relevant to your existing customers.

Canary sends its subscribers regular e-mails that contain news and other relevant updates on the company and its products.

By sharing top-of-the-funnel attract and convert content to customers, the content marketing funnel comes full circle. Customers who become e-mail subscribers are essentially passed through a second funnel: the e-mail marketing funnel (supplemented by social media), which eventually turns them into loyal customers and promoters.

Learn more: 5 Case Studies of Successful Marketing Funnels

What Does Your Content Marketing Funnel Look Like?

It goes without saying that Canary’s content marketing strategy isn’t going to work for all companies.

But the beauty of the content marketing funnel is that it can be adapted to any business, no matter what you’re selling. A tech startup and a mid-market retailer may target different parts of the funnel with different types of content, but the general strategy will remain the same.

Use this example of a content marketing funnel as a template and an inspiration for your own content marketing strategy.

We’d love to hear your thoughts on how your brand uses different types of content for the different parts of the funnel. Let us know in the comments below!

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Matt Munson

Hey everyone, in today’s episode I share the mic with Matt Munson, founder and CEO of Twenty20, a company that provides a photography marketplace for some of the best-looking authentic stock photos and royalty-free images anywhere.

Listen as Matt shares how Twenty20 burned through $10M by trying to scale too quickly and the lessons he learned (including talking about his “failures”), how they built a massive photo catalog of 50M+ images from 300K photographers that Google, Apple & Pinterest use (without advertising for a single photographer!), and how Twenty20 got 1,000 subscribers, 170K in MRR and 10x growth in 1 year.

Download podcast transcript [PDF] here: How Twenty20 Burned $10M and Still Emerged as a Successful Company TRANSCRIPT

Time-Stamped Show Notes:

3 Key Points:

  1. Your plans will not always take you to where you thought you’d be—sometimes, they take you somewhere better.
  2. Don’t put all your eggs in one basket—entrepreneurs should calculate their risk taking.
  3. Prevention will always be better than the cure, start acknowledging those gaps when you see them.

Resources From This Interview:

Leave Some Feedback:

 Connect With Eric Siu:

This post originally appeared on Single Grain, a growth marketing agency focused on scaling customer acquisition.

Heres How Targeting Cold Warm & Hot Traffic Builds Success RelationshipsVisitors. Traffic. Sessions.

It’s all the same, isn’t it? As long as potential customers visit your site, it hardly matters how you refer to them, right?

But here’s the catch: no two web visitors are alike.

Your traffic consists of people with different needs and knowledge levels of your brand or products. Heck, some of them might not even realize they have a problem that your product solves. Yet.

Therefore, to get the biggest bang for your advertising dollar, you need to launch campaigns that target all key traffic types: cold, warm, and hot traffic.

Instead of aiming just to sell, you should build relationships with people that are relevant to their stage of the buying cycle:

  1. Introduce your business to those at the early stages.
  2. Convert those who are deeper in the process into leads.
  3. And, finally, monetize those who are ready to buy.

Luckily, it’s not that hard to achieve.

And in this post, I’ll show you how to split your paid traffic between cold, warm, and hot visitors to achieve the greatest success.

But first …

Why You Should Not Go Straight for the Sale

You know, I think heading straight for the sale is the most common advertising mistake.

In my career in marketing so far, I have seen all kinds of businesses—from hotel chains to e-commerce stores and countless others in between—making this mistake.

They consider every visitor a potential sale, without any regard for the visitor’s current situation and need for information. Many of these companies don’t even optimize campaigns for any objective other than the sale.

But in reality, to build a solid strategy you need to target campaigns to different customers and their needs. You should use ads to slowly build relationships with them until they’re finally ready to buy. And to achieve this, you first need to learn about what types of audiences you need to target and how.

Learn More: The Turkish Rug Funnel (How A Rug Store Got Me To Shell Out A Few Thousand Dollars with ZERO Initial Interest)

Understanding Different Traffic Types

In marketing, we recognize three web traffic types:

Each of them has its distinct characteristics and offers different opportunities for converting into customers.

Note: if you work in sales, you might find these three traffic types similar to lead types that salespeople recognize: cold, warm, and hot leads. That is no coincidence. Both traffic and leads share similar characteristics and offer similar opportunities for conversion.

So let’s go through them in turn.

Free Bonus Download: Get a list of 10 rules for effective email marketing management that will convert your leads into sales! Click here to download it free.

1. Cold Traffic

Fact: not everyone clicking on your ads has heard of your brand before.

Many users click on your ads purely on the promise that you’ve made in the copy. Most likely they’ve searched for generic head or body keywords and are interested in learning more about the problem rather than available solutions.

Their decision to visit your site, therefore, wasn’t rooted in any prior knowledge or experience with your brand.

That’s cold traffic.

Cold traffic consists of people who have never heard of your business.

Think of them as casual browsers who are researching potential solutions or looking for information online. These people might have the problem your product or service aims to overcome, but since they know nothing about you, it’s highly unlikely that they would buy from you. As a result, they are the least likely to be susceptible to any sales message.

However, that doesn’t mean that you have no opportunities to convert them at a later date.

Marketing to these users gives you the ability to connect with them and start building a business relationship that might result in a sale at some point in the future.

You should target cold traffic to:

What content should you drive cold traffic to?

Since your goal is to establish a connection and introduce the brand, driving these visitors to a sales or landing page might only scare them away.

No worries, though, because there are plenty of other content types to which you could attract cold traffic, such as:

Success Template

Success Template

How do you “warm up” cold traffic?

Fact: it’s darn hard to sell to cold traffic.

But that doesn’t mean that you can’t “warm them up” (i.e. convert) to become customers later.

The most effective way to warm up cold traffic is to attract those visitors to a page offering a lead magnet or any other free resource they perceive as valuable enough to submit their personal details in return for it.

Learn More: LeadPages CEO Clay Collins Talks About How To Ramp Up Your Conversion Rates (Up To 75%!)

Success Template

Success Template

Once you’ve got their e-mail address, send them relevant information, either as a drip campaign or traditional newsletter to offer value, build trust, and confirm your authority. This will allow you to nurture the person until they’re ready to become a client.

Free Bonus Download: Get a list of 10 rules for effective email marketing management that will convert your leads into sales! Click here to download it free.

2. Warm Traffic

Warm traffic consists of people who already know about you, your brand, products or services.

They may have visited your site before. They’ve read your content. They’ve followed you on Facebook, Twitter or any other social media platform.

Perhaps they’ve even signed up for your mailing list, downloaded a lead magnet or engaged with you in some other way.

But so far, they have indicated no interest in buying from you.

In spite of the fact that they like your content, site or offer, so far they haven’t purchased whatever it is that you’ve offered them.

Your goal, therefore, is to run ads that will encourage warm traffic to make a purchase.

To what content should you drive warm traffic?

As your goal is to convert someone who already knows who you are, you need to drive them to pages or assets that deliver value but also remind them of their interest in your product or services.

For example, someone signing up for a product demo or a free trial immediately indicates their interest in your product. Similarly, when someone downloads a highly technical white paper that deals with an advanced aspect of a problem that your product targets, this signals their desire to overcome it.

So you should drive warm traffic to such content types as:

For example, Infusionsoft runs AdWords ads to promote product demo videos that users can watch in order to learn how to generate leads with the company’s product:

Success Template

Veeam Software promotes a highly technical webinar:

Success Template

Jason O’Neil offers a free class for anyone wishing to learn how to sell products on Amazon:

Success Template

Free Bonus Download: Get a list of 10 rules for effective email marketing management that will convert your leads into sales! Click here to download it free.

3. Hot Traffic

Finally, hot traffic is made up of people who have already bought something from you or trusted you with their business (and didn’t ask for their money back).

In other words, they know you, your products or services quite well. And there’s a good chance that they’ll buy more—they could purchase additional products, upgrade their service or send more projects your way.

And you can use PPC ads to follow up with them to see if they’re interested in doing more business with you.

Therefore, your goals for targeting hot traffic should be:

  1. To upsell – You should try to get them to buy from you again (and, ideally, to purchase a more expensive item or service than before).
  2. To re-engage with you – You should also aim to reactivate customers who haven’t bought from you for a long time and get them to do business with you again.

To what content should you drive hot traffic?

Remember, these people know you and most likely have bought from you already. Your goal, therefore, isn’t to convince them of your worth but rather remind them about your brand or products so they keep buying from you again.

Hot traffic is all about sales.

So when setting up PPC ads for this traffic, send them to:

When planning advertising campaigns to reactivate hot traffic, consider using retargeting to remind them of their previous interest in your brand.

For example, you could send retargeting traffic to pages that are relevant to the person’s prior interest in your products. If they viewed a specific product, send them to that page. If they added products to the cart, send them to the cart with their order, and so on.


Not all digital marketers understand the difference between cold, warm, and hot traffic and how to best target each group. If you’re unclear on this and sending traffic to the wrong landing page, you’re missing out on valuable opportunities to build successful customer relationships! 

So remember, your traffic consists of people with different needs and knowledge levels of your brand or products, and to really make use of your advertising dollar, you must warm up your potential customers for better conversions.

What tips have you learned when it comes to marketing to cold, warm, and hot traffic? Share what you’ve learned in the comments below!

This post originally appeared on Single Grain, a growth marketing agency focused on scaling customer acquisition.

SG - How to Use Scarcity on Your Landing Page to Skyrocket Conversions

Let’s begin this post with a short marketing lesson narrated through history.

In 1774 King Frederick II of Prussia, locally known as Old Fritz, issued an order for his subjects to grow and consume potatoes. The King’s subjects, however, were prejudiced against the vegetable.

Instead of convincing them to eat potatoes, he planted a royal field of potato plants and stationed a heavy guard to protect it. The guarded field made people feel that potatoes were precious, because “anything worth guarding is worth stealing.” This led to people breaking into the field and stealing the apparently scarce spuds only to grow fields of their own and reap, sow, and consume the vegetable in abundance.

In the end, King Frederick II got his way.

Letting people know that there is only a limited amount of an object — or a limited time to get it — makes them motivated to get it because soon they won’t be able to. That’s just how the human brain functions. According to Psychology Today, “Scarcity orients the mind automatically and powerfully toward unfulfilled needs.”

Let’s explain how scarcity works for your offer. This is a pop-up promoting Single Grain’s free SEO guide in exchange for your contact details. It’s a limited time offer, and may not be available again:

How to Use Scarcity on Landing Pages

This is another pop-up that offers free marketing tips in exchange for your e-mail address:

How to Use Scarcity on Landing Pages to Generate Conversions

The time limit on the SEO resource lets the visitor know that it is precious. If the visitor doesn’t act now, he or she may not get this chance again. The time constraint inspires visitors to complete the form and enter Single Grain’s marketing funnel.

Using scarcity on your landing pages works to your advantage — you just need to know how to implement the principle on the pages to increase your conversions. This is exactly what we’ll do today.

Let’s begin by defining scarcity.

What Is Scarcity?

To understand the role of scarcity in landing page optimization, it’s important we discuss the definition from both the psychological and economics points of view.

In economics, scarcity is defined as “limitations—insufficient resources, goods, or abilities to achieve the desired ends.”

Robert Cialdini defines the principle of scarcity as the desire to want something we’re afraid we can’t have: “Fear of losing out on something can be an extremely powerful motivator.”

This is how the definition combines on your landing pages: When you convince your visitors that your offer has limitations (either in time or quantity), the fear of missing out urges them to click on the call-to-action button.

There are essentially two tactics of implementing the scarcity principle on your offer:

  1. Quantity: When the offer is in short supply.
  2. Time: When the offer is only available for a certain period.

In the following paragraphs, we’re going to discuss how you can use both of these scarcity tactics on your landing pages to generate conversions.

Learn More: How To Create CTAs that Actually Cause Action

How to Use Scarcity of Quantity on Landing Pages

Steve Worchel conducted an experiment on the effect of supply and demand when rating the value of an object. Participants were shown two jars, one with ten cookies and the other with two cookies. When participants were allowed to select the cookies they wanted, it was found that the cookies in scarce supply had higher demand because they were more desirable. So, we place more value on things that are less available to us.

When it comes to landing pages, scarcity of quantity can be used by telling your visitors exactly how many discounted items are left before the stock runs out, or how many seats remain in your workshop.

Here’s a Groupon promotion that offers 70% off of thousands of Chicago deals:

How to Use Scarcity on Landing Pages to Generate Conversions

The offer also specifies that there are only limited quantities available — letting the visitor know he or she must act now if he wants the discount.

An A/B test case study featured on ConversionXL reported that including scarcity on a landing page almost tripled their conversion rate.

This is variation A:

How to Use Scarcity on Landing Pages to Generate Conversions

The page shows a clear discounted price, but the page doesn’t include any elements of scarcity.

Here’s variation B of the landing page:

How to Use Scarcity on Landing Pages to Generate Conversions

Not only does the variation include time scarcity (urgency) by letting the visitors know how much time remains to download the bundle, but it also tracks how many bundles have been purchased, and that the bundles are almost gone. Amazon is notorious for using this tactic on Black Friday and Cyber Monday sales.

This is what the conversion rate jump looked like for variation B:

How to Use Scarcity on Landing Pages to Generate Conversions

You can use scarcity of quantity in your headline, CTA button copy, body copy, and images. If you do, just make sure the quantity you showcase in your ad is the same quantity as on your landing pages.

It’s vital that you establish message match and relevancy between your ad and the corresponding landing page. If your ad headline says 20 items left in stock, your page headline should say the same.

How to Use Scarcity of Time (Urgency) on Landing Pages

Time is a valuable asset for all of us, so telling visitors that “time is running out” to get something that they need inspires them to make a decision faster. The e-book featured in this article gives some examples of how marketers can write landing page copy that conveys urgency, especially when you highlight the urgency with countdown timers.

We do this on Instapage’s webinar landing page:

How to Use Scarcity on Landing Pages to Generate Conversions

The ticking time counter is a great way to persuade visitors that they may not get the opportunity to get this great offer again.

Merlin’s Pest Control home page also showcases urgency with copy:

How to Use Scarcity on Landing Pages to Generate Conversions

Not only does the copy instill urgency by telling visitors that if they call by 1 pm, they will get same day service, but the copy next to the phone number tells the visitors to “call today.”

Urgency can be conveyed by using specific terminology such as “final chance,” “last offer” or “don’t miss out.” This is what Cosmopolitan does with their promotion e-mail and landing page.

Here’s a screenshot of the e-mail:

How to Use Scarcity on Landing Pages to Generate Conversions

The e-mail subject line proclaims, “Final Notice: Cosmopolitan for $5.” And the e-mail copy follows through by confirming that this is the last chance you’ll get to purchase a 12-month subscription of the magazine for $5.

Read More: 7 Emails to Add to Your Conversion Funnel

And, here’s the landing page connected to the e-mail:

How to Use Scarcity on Landing Pages to Generate Conversions

The landing page reinforces the urgency initiated in the e-mail by using words like “hurry,” “order now,” and “last chance” to motivate the visitor to convert on the CTA button.

Free trials are also a way to illustrate urgency on your landing pages. When you make visitors aware that there are just 30 days of a free trial and that they need to sign up now to sample the free account — they are more inclined to do so. The same isn’t true if you announce that your product is free forever, which is what Intercom does.

In contrast, the Moz Pro landing page tells the visitor that they can sample the tool free of charge for 30 days:

How to Use Scarcity on Landing Pages to Generate Conversions

Using the word “now” on your landing pages also helps add urgency to your offer because it inspires action. Urgency can be very persuasive for time sensitive campaigns, e.g. Christmas sales or Black Friday and Cyber Monday promotions. You can also use urgency for special occasion sales, such as a company anniversary promotion.

Finally, Julep used urgency to promote their end-of-season sale by offering up to 85% off on their inventory. The thinking here is that since the discount is so big, that inventory will go fast — and for consumers to “act now” before it’s all gone:

How to Use Scarcity on Landing Pages to Generate Conversions

Scarcity Creates High Converting Landing Pages

Landing pages with time scarcity and urgency can be very persuasive at getting prospects to click your call-to-action button. However, when implementing scarcity, you must be honest about your offer.

Don’t create artificial scarcity. For example, if there are hundreds of seats remaining for your writing course, don’t lie to visitors that there are “just a few seats left” because when the truth comes out, your credibility will take a hit and you may lose future customers as a result.

Only promote scarce offers with scarcity and you’ll find that your visitors are ready to take advantage of what you’re offering.

This guest post was written by Fahad Muhammad, a Content Marketer at Instapage. He writes about landing page examples, marketing trends, Instapage updates, and conversion psychology on the Instapage blog. When he’s not busy hunting down landing page examples, he can be found glued to an episode of Top Gear.

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GB 100 - Book rec _ 108 proven split test winners

I read 108 Proven Split Test Winners by Russell Brunson on a plane yesterday, and wanted to recommend it to you. It’s a book full of screenshots of practical A/B tests with the results on which one won, and how much it helped increase revenue.

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I want to talk about a book that I was reading on a plane yesterday. The book is called 108 Proven Split Test Winners and this is another book by Russell Brunson.

In the last episode, I talked about DotCom Secrets which is his latest book but, 108 Proven Split Test Winners is just a book that has pictures and texts about AB Test and which ones won, how much revenues increased and things like that.

The purpose of this is isn’t for you to say, ‘okay, I look at this test and I’m going to run this test immediately or, I’m going to make statements based on the book, the claims that this book made. The purpose of this book is to really help give you new ideas and really remind you and give you a kick in the butt on things that you need to do when it comes to split testing.

This was good for me. To give you an example, right now we do repeating webinars and we used to have a button that fades in, like when I start to pitch the actual product. Russell has a test that said, okay, conversion wisdom says it is right to have a button that faded because people, they trust you a little more because they’ve gone to that point, they’ve come to know your product a little more, that way it’s going to increase conversion rates and decrease returns. That’s why people used a fade in. But Russell said, okay, I’m going to try something radical and I’m just going to put the buy button at the very beginning. When he did that, his conversions went up by 20 to 30%. For me, it wasn’t to say, okay, I’m going to believe this a hundred percent. But to me, it was saying, maybe I should run this test and see what happens exactly.

So the purpose of this, the book I believe all you need to do is pay for shipping and you’ll have this. If you’re not through, just give it to your marketing team and see what they can do with it. For me at least, it’s helped sparked some ideas for a few different tests and we’re running these tests now.

Check it out. 108 Proven Split Test Winners. Just Google it and you’ll find it. It’s by Russell Brunson. And if you haven’t picked up his book, DotComSecrets, it’s a really good book. I started reading it yesterday and found out “funnel hacking”. So check that out too.


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