Orobind is an online platform for fitness trainers. They unite people who want to play sports under the supervision of a personal instructor. This proposal forms the premium segment of the free-model, which offers an individual diet, real-time chat and training plan.
Coming down to the point, I am penning down a detailed analysis of our pre-launch campaign. At Orobind we initiated our pre-launch campaign on 15th of September. It started with a team of six posting the link on Facebook and as of 1100 hours GMT +05:30, 18th of September we have already hit 5000+ sign-ups. The best part, net dollar amount spent: $0.
According to our analysis following are the factors that helped us in achieving this:
It is where the first interaction happens. So, it might be prudent to say that all niceties associated while physically meeting a person apply. Be simple, subtle, and most of all, perspicuous. Your visitors should not have to go through circumstancing complexity; and they definitely would not.
1.Page Design: Personally, I am big fan of minimalistic design philosophies. It allows the page to be simple, succinct, and yet appealing to the eye.
2.Content: Lesser the better, period; We just had 12 words, including branding, on our landing page. However, take into consideration that the “message” shouldn’t get attenuated.
3.User Details: As I said before, it is like meeting someone the first time around. Do not bombard them with questions and/or nudge them to provide information. For a pre-launch campaign, per se, an e-mail id is all you need. Let it be that.
4.Call-to-Action: Studies report the overtly clickable nature of the BoB — Big Orange Button. Empirically seen, in our case, it did provide a push to our conversion rates.
We designed our landing page incorporating the above said pointers and achieved a Conversion Rate of 43.69 %. Let me emphasize that the fact that it is just a pre-launch landing page. So, it’s either a hit or a miss. Below is a screenshot of the same.
One thing I learnt from all my campaigns till date is that it is more than difficult to objectify all the variables leading to a successful referral program. I believe, the plethora of intertwining interactions in our complex time space continuum is the reason behind that. However, shuffling through a good lot of permutations and combinations gives me a basis to point a few:
1.Tone: It has to be a solemn appeal and personal in tone. However decadent times we live in, a simple and sincere request still works. Well, most of the time.
2.Incentives: They work wonders in spreading a message. As Malcolm Gladwell writes in The Tipping Point, it helps us find the “connectors”. However, these incentives should be realistic in nature and most importantly, should bescalable.
3.Parallel Paths: We created 03 variations to our thank you-cum-referral page. A/B testing reported a significant quantitative advantage from one of the versions. So yeah, empirical tests viz. A/B testing help a lot in data quantification along the way.
4.Channels: Research your target audience and their social networks. Acknowledge the most prominent ways to reach out to them. However, stay focused; Too many channels would lead to division and digression of attention and thence, Virality. In our case, we just stuck to Facebook, Twitter, and direct referral URL’s.
Below is a screenshot of our referral-cum-thank you page,
5.Closed Virtual Loop: We looped over referral program via e-mails; which kept the sharer/referrer informed on his progress. This added credence for us and gently nudged the user to keep on sharing.
below are the screen shots of progress mailers we used to boost our referral rate.
Mailer stats: Average Open Rate: 64% | Click Rate: 31%
Below is a screen shot of Google Analytics referral traffic data:
Our referral program stats: Referral Traffic: 59.68% | Referral Signups: 81.8%
I hope that the above said content would come as useful help to budding digital marketers / entrepreneurs meandering through the nuisances of Virality. The information provided is just my own perspective. Discussion/Comments/Inputs are totally welcome.
Finally, I would like to thank everyone who made the mill churn. We are still going strong, and would strive to become an avalanche soon.
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