Adam Tuttel does sales and business development at Active Campaign, an email service provider and marketing automation platform to help people get better results for their business. Active Campaign started 12 years ago as an email service provider like Aweber and Mail Chimp and within the last year they successfully added marketing and sales automation to their services. Some things they help people with are drip marketing campaigns, email follow up, and CRM. They mainly serve small to medium sized businesses as an all inclusive email and online marketing tool.
A Quick Preview of the Podcast:
- How to reevaluate your marketing materials without changing your message
- Why it’s important to have a simple signup process
- The number one tactic Active Campaign used to significantly boost webinar attendance
To See These Tactics In Action:
To See The Transcript:
Tim: Welcome to ConversionCast, the only podcast that gets to the heart of the metrics. Now here’s another data driven case study.
What’s up fellow marketers? Thanks so much for being here today. I hope your holidays were awesome and you’re stoked for a brand new year. So today, you’re going to discover how you can get more people to actually show up for your webinars all by simplifying your messaging. To see today’s case study in action, be sure to visit ConversionCast.com/ACDownload, that’s ConversionCast.com/ACDownload and you’ll be able to download it right away.
With that said, today’s guest is Adam Tuttle one of the sales and marketing folks from Active Campaign. In case you’re not familiar with them, Active Campaign is an email service provider and marketing automation platform designed to help you get better results in your business. They had one problem. They were getting lots of folks to register for their webinars but none were showing up and I’m seeing a lot of folks struggle with the same thing. What you’ll love is that how they fixed this problem is something that will make everybody happy and it will make your life a lot easier. Don’t sleep on this episode because your webinar attendance rate might just benefit from listening. I’m Tim Page, the Conversion educator here at LeadPages. This is Conversion Cast and here’s Adam Tuttle from Active Campaign.
Hey Adam, thanks so much for coming on Conversion Cast.
Adam: Great. Thanks for having me.
Tim: Yeah no problem, I’m excited for this. This is going to be interesting and probably pretty eye opening for a few folks because you know, active campaign is not a small company but you’ve had some interesting results with webinars , which I love to talk about. So can you just share with us kind of the results that you’re able to get from this and then we’ll dive into the case study?
Adam: Sure. So we were actually just having horrible results with our webinars and we were really getting only like zero to about a 25% attendance rate and zero literally means sometimes we didn’t even have people show up. So it was not working.
Adam: And what we’ve done is through some processes that we’ll discuss in a few minutes we’ve actually learned a lot of how to kind of refine that, how to do better about inviting people and making those options available to people through our website and emails that we’re sending different things like that. And then we are now having about a 40% to 60% success rate of attendance and sometimes it’s higher. I didn’t want to exaggerate it as I tried to low ball but yeah we’re really increased by more than 100% our average attendance rate on a weekly basis now. So that’s kind of the results that we’ve seen over the past few months as we dove back into webinars.
Tim: Yeah that’s amazing and even if you take away the fact that you are struggling earlier on with your webinars, I mean 40% to 60% attendance rate is really high. It’s way above industry standard at this point. So that’s awesome work and there is something else as well. You know, you mentioned kind of the one on one meetings and we can dive into that in a little bit but can you kind of let us know what results happened with those as well?
Adam: Yeah sure. So when our webinars weren’t working, we wanted to try something new and what we started was hey let’s try to do some more personalized training session. So instead of doing it on a group level let’s literally do it one on one. So let’s do a screen share, let’s demo and really try to be more personal with the customers in general. When we originally started that, we were averaging about 20 to 25 one-on-ones per week. So you know, you’re talking about 3 to 5 a day approximately. So what we tried to do was actually just start making things really personal and different things like that. And when we got to the point that as we continue to grow, we were actually doing 45 to 50 one on ones a week and predominantly by myself.
So for one person it got to the point where we —
Adam: –literally had to change who could do them and how they could be done and make the sign-up process a little more so it’s like for paid accounts and even add in new processes of sales demos and stuff just because there was so much that we had to try to cut it back in order to be able to actually get everything done in a week. At one point, we were scheduled out like two and a half weeks in the future so people weren’t even to do it , which was just a horrible experience. So now, we’ve had to again refine the process in order to help you know meet the customer’s need and really provide a quality service to everyone.
Tim: Yeah. That’s really incredible. I’m excited to share this and I think you know, we’ll dive into that topic in just a second. Before we do that though, can you kind of let us know what your role is at active campaign and what the company is all about?
Adam: Sure. So I am in sales and business development. So I kind of work with a lot of our resellers, also some of our integration partners and then general sales. That will be kind of be I guess a good summary of what I do. Active campaign in a nutshell we started as an email service provider about 12 years ago. We’re nearing our 12- year birthday here within the next month or so.
Adam: And we started as like I said an email service provider similar to MailChimp or Constant Contact, AWeber. And then in the last year we’ve really done it. I would say it’s a huge pivot where we started going into marketing automation and even sales automation. So what I mean by that is in the past year we’ve released a number of marketing automation tools for drip marketing and follow-up including like a CRM and different elements like that. So we’ve kind of done this the shift where we’re trying to still focus on small to medium sized businesses typically but really give them a pretty all-inclusive tool for those marketing and email and general sales effort.
Tim: Yeah that’s great. That’s fantastic and so many of our customers talk about Active Campaign. So it’s exciting to kind of hear your shift that’s really, really interesting. So why don’t we dive into kind of the you know, when you were doing the webinars and they weren’t working well and you weren’t having folks show up, what was different then? Like what were you doing that was not getting results?
Adam: Sure. So I would say that there’s really a couple of key things that we’ve kind of learned over the past year or so. The first one is I think we were just honestly doing a really poor job of promoting it on our website. So it wasn’t easy to find and that’s something that you know, we’ve really been striving towards and trying to improve upon is making things simple for people to find. You know, if you can’t give someone the resources they need quickly, it totally just kind of shoots yourself in the foot. So we tried to make it much more visible and really like if you go to our support page, it’s one of the first things that you’re going to see is like hey you can sign up for this webinar. So changing that so it’s not so much you know, you got to search for it, it’s just right there for you.
The other thing that we’ve learned and what we’ve really done again just kind of shifting in the past year is you know we’re an email marketing company so for a long time we were sending these really nice looking fancy emails right away. But I think it was a little bit too much and it didn’t seem very authentic or personal. So what we’ve done over the past year is we’ve actually stripped out a lot of the fluff and really just tried to make the email seem like hey they’re coming from an individual sales person you know, here are some resources that we can give and we try to give them a link. We try to keep it really short and simple. You know one to two paragraphs at most and those paragraphs are probably just two sentences each. I mean it’s really as simple.
So what we’ve tried to do is you know, I think with the current state of technology and how you can do everything through anything it seems, just really kind of making it simple and easy for people to get involved with. They don’t have to read a book to try to figure out how to get to a webinar. They can just read hey here are some resources for you, click on a link and sign up for it. It’s that easy. So for us it’s really been the simplification of what we’re doing and how we approached even our customers. I guess you know, to state kind of the proof of that is every day I get emails where people are responding to me as if I actually wrote them this personal email even though it was totally automated.
So that to me says that we’re doing something right if they think that this isn’t just an automated message. It’s actually coming from a real person and giving them real resources right off the bat.
Tim: So how does that connect with the way that you kind of promoted your webinars and how you were able to get more folks to actually show up?
Adam: Sure. So like I said I think that when we originally did we probably aren’t doing a very good job of highlighting it in those emails that we were sending out to people. So what we’ve done is again tried to cut back on a lot of the text, a lot of the images, different things like that in our emails. So that link is very clear as soon as somebody gets it. So it’s one of the first things people see actually when they sign up for the service is the ability to sign up for a webinar or to join us on this meeting. So that’s what we’re really trying to do is just kind of put it in front of them and really quickly. We weren’t doing a good job of that before. It was just kind of lost in everything else that they were getting from us. So we’re really just trying to highlight it but make it where it’s not lost in the mix of everything else and just kind of make it pop. I guess is a good way to describe that.
Tim: Awesome. So it’s the simple fact that you know, once they have opted in or signed up for the service what they’ll see is they’ll get a simple clear email that invites them to join the webinar?
Adam: Yeah exactly. And just like I said you know, even beyond the webinar it’s just giving them the resources and the ability to like I said on even on our website to see those resources quickly. I think that was a huge thing too is you know, we’d give like a link to the support page where they can find help articles and stuff.
And the webinar was on there but it was like at the bottom of the page kind of hidden away. So nobody saw it and so if somebody is clicking on a link it doesn’t say hey like we’re here to help you and so even just not only taking it from the point of the email but that way later on if they go to the support page it’s also very clear. So it has to be consistent across the board. It’s not just in one place. I think that really trying to simplify it and make it visible on all elements where it could be, it has helped too. So it’s not just the emails, it’s the website as well making it very obvious and clear and an option right away for people.
Tim: Awesome and so kind of across the board you’ve found that that really clear communication and you know, not being too cluttered but just making things easy to navigate and simple to I guess find have helped you in that sense.
Adam: Absolutely. And I think that’s like a great way to kind of summarize it is just making it easy for people. You know, again you can have the greatest resources in the world but if you don’t make it easy for people to get to or find and they feel like they have to go through ten steps to get there it’s just not a good user experience. The truth is that you might start losing customers because they’re having trouble finding things. So it was a great way for us to just try to simplify it and really make it easily accessible for everybody.
Tim: And is that kind of the same change that you used to get better results on your one-on-ones?
Adam: Yeah, yeah. So it’s very similar actually. On our one-on-ones at first, again it was just kind of there may be in an email. Again we kind of simplified the email. We stripped out a lot of the fluffy goodness as it were and really just made it really quick for people to sign up. The other thing is that we started putting inept notifications inside of our platform itself. So if we were looking for various trends like we – people were doing things that we could tell may be they weren’t –they’re having trouble with stuff, we had kind of let them know like hey you can sign up for a webinar. So obviously that’s a little more advanced and it takes up some programming skills and do that kind of things but again just making it visible really easy for people to do, and letting them know that they have the option. You know, that’s I think a huge thing for us was actually educating people about the resources we had whether it be a webinar or a one-on-one just saying here are the options that you can participate with. And again it’s been a great learning experience because obviously we went from being okay to improving quite a bit to where now we have to make changes to be able to accommodate the kind of demand for it.
Tim: Yeah that makes a lot of sense. I think you know that’s been a trend that we’ve seen more and more as a lot of times that simplicity is really what gets first off higher conversions but just across the board has helped in marketing. I mean the highest converting landing page we’ve ever seen or ever used had nothing but a background with a girl looking at and opt-in box that had a headline and a button and you know, some basic other texts. But it was really, really simple. That out converted just about everything else that we’ve ever seen. So yeah I mean I think that that simplicity in messaging can make a big difference and of course it’s worth testing. I mean some audiences are going to need something a little roe complex but again that simplicity in messaging has proven to work I mean for us over and over again. So yeah Adam, thanks so much for being here and thanks for being willing to share this case study with us. We really appreciate it you coming on the show.
Adam: Absolutely. Thank you so much for having me.
Tim: Thanks for listening to this episode of ConversionCast. If you liked what you heard here today, we have something awesome that we want to send you. Our amazing team has created a free reference guide for you with every single split test and piece of conversion data that we have access to here at ConversionCast. This free booklet is packed with incredible case studies and real metrics from real people to show you what’s really working across multiple industries right now. This is the kind of information you won’t find anywhere else. As one of our listeners, we want to give you a copy of this book absolutely free. You can get your copy right now by going to ConversionCastGift.com. Again that’s ConversionCastGift.com. Go there now and pick up your copy and we’ll see you next time.
Listen To Discover The Tactic Active Campaign Used Boost Their Webinar Attendance to 50%