How a Simple Change Can Improve Your Conversion Rate

When launching a campaign, relevancy and the continuity of an offer are very important factors in order to increase conversion rate. To demonstrate it, lets have a look at this email campaign from chefscatalog.com.

Below is the email I received, telling me that I could win something if I enter. It shows me products  I could win, plus the message is very compelling, as is the call to action. Even the subject line was well crafted – “Win a top rated product from CHEFS catalog!”

1. subject line: Win a top rated product from CHEFS catalog!

2. email with the offer

chefs-12-01-2010-17-32-47

3. and this is actual landing page

chefs1-12-01-2010-18-27-48

So what’s the problem here. Subject line and the email talks about winning the top rated product. There is not a single word about writing a review in order to win! And suddenly the landing page is asking me to write a review in order to win.

Clearly the message between the offer (email) and landing page is broken. What does it mean? In this case high email click-through rates, but very likely low conversion rate (in this case number of reviews). Plus, this email campaign could create a mistrust of customers to all future offers from ChefsCatalog.

How would I approach this email campaign to make this offer relevant?

Below I’ve drafted the email and subject line relevant to the landing page.

1. My subject line – Write a review and win a top rated product from CHEFS catalog!

2. My email – I added “Write a Review and Win

chefs2-12-01-2010-19-24-51

3. ChefsCatalog actual landing page

What I have done is simply telling people, that in order to win, they need to submit a review. Clearly, this email should be segmented and sent only to visitors who purchased a product from their site before, rather than send it to every person on their mailing list (as it happened in my case).

By making a little change I have created clear and transparent offer. It’s possible, that this approach will have lower click-through than the original email, but due to its transparency and consistency very likely higher conversion rate (more reviews), which I believe was a primary purpose of this campaign. Obviously, to get the best results you would like to conduct email and landing page optimization (A/B test) with different calls to action, messaging etc. to find your winning combination.

Jan Petrovic
I have 9 Years of Tremendous Experience as web analyst and Senior Conversion Specialist. I have worked on optimisation project for the second-largest store retailer in the USA (the company is also a component of the S&P 500 Index), as well as for a well-known USA fashion retailer with over 380 stores nationwide. Over the course of my career I have achieved many INSANE improvements on our client’s websites, sometimes by applying best practices, another time from findings I made during conversion audits and sometimes thinking out of the box. For one of them I have even received an award in 2012 from WhichTestOne, where after testing different emails and parts of email message we increased revenue by 303.08%. What might also interest you is the fact that my average conversion improvement is 19% and my success rate is 70%. Basically, I’m VERY GOOD at what I do thanks to my Can Do Attitude to find solutions to given problems & Experience in this field.
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