Article Contents 🚀
In this article, we’ve broken down various BFCM strategies and plays.
We look at important areas such as:
- Using the breadcrumb technique
- Understanding the breadcrumb technique
- The psychology behind the breadcrumb
- Using the breadcrumb during BFCM
- How did we structure the breadcrumb
- What our breadcrumb results looked like
- Finding true submission rates
- Why conversion rates trump submission rates
- Vanity metrics vs sales
Article Contents 🚀
In this article, we’ve broken down various BFCM strategies and plays.
We look at important areas such as:
- Using the breadcrumb technique
- Understanding the breadcrumb technique
- The psychology behind the breadcrumb
- Using the breadcrumb during BFCM
- How did we structure the breadcrumb
- What our breadcrumb results looked like
- Finding true submission rates
- Why conversion rates trump submission rates
- Vanity metrics vs sales
What our Breadcrumb results looked like
Through A/B testing different forms of pop-ups, we’ve found this style to work well.
We decided to fully utilise it during the BFCM season.
The results were as follows:
- Mobile conversion rate: 16.6%
- Desktop conversion rate: 12.0%
Mobile
Desktop
Finding ‘True’ Submission Rates
This submission rate is a true result. The ‘Yes’ button does not count as a form submission which may result in an inflated submission rate.
Once the ‘Send me the details’ button is clicked, a submission is counted.
If somebody clicks ‘Yes’ but doesn’t continue and complete the next step, it’s counted as a form ‘view’.
There’s a huge difference between each of the above.
During BFCM, we didn’t drastically change the offer.
We slightly increased the percentage discount but the amount was minimal as profitability and margins are a key focus.
The copy was tailored to BMCM and the intent may have been higher but the results were excellent.
This pop-up along with the BFCM flows were live for 6 days.
Beyond the Numbers: Why Conversion Rates Trump Sign-Up Stats
In the world of email marketing, it can be tempting to be misled by the allure of high sign-up rates.
Although, they’re often nothing more than a vanity metric.
We examined how to increase sign-up rates using methods like The Breadcrumb up above.
However, it’s critical to understand that a high sign-up rate is not the endgame.
It’s a mere steppingstone.
The real measure of success lies in conversion rates.
Vanity Metrics vs Sales
Let’s break down the illusion with some numbers.
Consider two scenarios:
In the first, you achieve a sign-up rate of 10% and a purchase rate of 5%.
In the second, your sign-up rate soars to 20%, but your purchase rate plummets to 2%.
The latter might seem more impressive at first glance, but it’s a classic case of a vanity metric.
It feels good, but it doesn’t necessarily translate to better business outcomes.
The truth is, the majority of purchases occur before the second email in a ‘Welcome’ series is even sent.
This statistic underscores the importance of not just attracting subscribers but converting them effectively.
A lower sign-up rate with a higher conversion rate is far more valuable than the reverse.
Email Marketing’s Bottom Line: Conversions, Not Just Subscribers
While it’s tempting to chase higher sign-up rates, the focus should be on nurturing those sign-ups into conversions.
The real victory lies in conversion – turning those subscribers into engaged customers who contribute to your business’s growth.
High sign-up rates may appear attractive on paper, but without an increase in conversions, they are meaningless.
The key takeaway is to focus on nurturing and converting your subscriber base.
This approach not only ensures a healthier return on investment but also builds a more loyal and engaged audience.
Techniques like The Breadcrumb approach can be valuable tools in your arsenal.
They’re great for boosting engagement and should always be refined through A/B testing to deliver the best results for your clients.
However, at the end of the day, it’s conversions that are the real game-changers.
Remember, while techniques like The Breadcrumb approach can enhance sign-ups, it’s the conversion and customer relationships that truly drive success.
Ready to Transform Your Email Marketing?
If you’re an eCommerce brand owner or manager looking to elevate your email marketing strategy, we’re here to help.
Reach out to us for tailored solutions that not only boost your conversion rates but also foster lasting customer relationships
Book your chat here: https://calendly.com/caolan-optima/15min?month=2023-12
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