Nate Johnson is a marketing automation specialist at LeadPages. He is a data-driven marketer that uses his experience in google analytics, email marketing, and split testing to automate marketing strategies. Before joining LeadPages, he developed expertise in creating automation workflows based on people’s behavior for his own clients and continues to do so at automatenate.com.
A Quick Preview of the Podcast:
- How to make an effective funnel strategy without spending a lot of time
- How to create a duplicatable landing page
- Best practices to redesign your landing page
To See These Tactics In Action:
To See The Transcript:
Tim: I’ve talked until I was blue in the face about the exponential relationship between the number of opt-in opportunities and the conversion rate but I haven’t talked about what we’re going to discuss today. Today’s guest Nate Johnson, a marketing automation specialist here at LeadPages and self-professed data driven marketing nerd is here to share how he turned one landing page into 20 and got a 560% increase in opt-in rates without changing much. The tactic is really, really simple to employ and I would be willing to bet you can find a place for it in your business. By the way if you find this interesting, and you’re already read the entire LeadPages blog, make sure you check out Nate’s blog at AutomateNate.com. There’s some awesome stuff there and you’re going to love it.
I’m Tim Page, the conversion educator here at lop and this is ConversionCast.
Hey what’s up Nate, welcome to ConversionCast.
Nate: Hey Tim, Thanks for having me
Tim: Yeah man, thanks for coming on. I’m excited to have you here and let’s get into the results. What were the results from the case study we’re going to talk about today?
Nate: Sure. So the – well are you sitting down right now?
Tim: [Laughs] I am not. I am standing.
Nate: Okay. You better sit down because I got a 560% increase in the conversion rate of a landing page.
Nate: And this is the page that got like 2 to 3000 visits per month.
Tim: Okay. Nice that’s a big difference. That’s a huge difference.
Tim: I guess I did need to sit down.
Tim: I love it. Well cool. Well we’re going to get into that in a minute but first of anybody who doesn’t know you, can you tell us a little bit about kind of who you are and what you do?
Nate: Yeah certainly. So in general I would classify myself as a data driven marketer right? So I love digging through data whether it’s Google Analytics, email marketing stuff and just looking for opportunities you know, split testing and that’s really what led me to my second love. So my first love is my wife Bonnie so hey Bonnie.
Nate: The second is marketing automation and that’s actually what I’m doing right now at LeadPages. So you know, setting workflows and stuff based on people’s behavior and you know, whether they open their emails stuff like that.
Tim: Beautiful. Love it. Good. And this is kind of from your expertise prior to LeadPages right. This is not something you’re doing for us but something you were doing for your own client.
Tim: Awesome. Love it. Okay. So let’s get into it. Let’s spill the beans kind of lay out what the before looked like and what you did to get the result.
Nate: Certainly. So the before it was online printing company. So we did plastic cards like business cards, gift cards, stuff like that. And kind of the strategy of the website was to have a ton of samples on it that funnel people into either getting a press quote or requesting physical samples in the mail.
So the way that the site was set up was all these galleries and each one would funnel people back to one sample request page and that was converting at about 5% to 6%. So you know, I started listening to the ConversionCast stuff like that and really realized that you know, life would be much better.
Nate: So that’s some of the great case studies and stuff you have which is really inspiring. So —
Tim: Thank you.
Nate: No problem. S I kind of took an objective look at it right. And it was didn’t totally make sense right to funnel everyone to one place and additionally I started speaking with some of the customers, some of the leads that we got and once you start doing that you realize that they’re not just numbers on your Excel sheet. Right? They’re different people and they each have their own kind of hopes and dreams that they’re looking for you product to fulfill.
Nate: Yeah so I mean as example one lady might have been you know, working her day job for 20 years and really she wants to start off her heart business on the side so looking for a better first impression where a different customer might have been a Fortune 500 company looking to buy gift cards for 100 locations and just wanted to make sure there were you know, the right quality.
So you know, I kind of took this mindset and then had the light bulb that hey I should split this up. It shouldn’t be one page. It should be a bunch of pages, you know, that talk to the different needs that people want. So I went through and turned that one page into probably around 20. To give you an idea of you know, I split it up even our business card product turned into like clear business cards, business cards that were shaped like things and then ones that looked like fake Amex cards. So that’s like a big thing for business cards. They get an Amex card with their name embossed on it and stuff.
Tim: Nice. So all of these were basically individualized based on the product itself. So people would get to these pages based on expressing interest in a particular version of the product that you were offering.
Nate: Yes. Yup.
Tim: That’s awesome and you mentioned as we were talking before we hit record that there were some extra things that you did to kind of optimize the pages. Can you talk a little bit about that.
Nate: Yeah, definitely so you know, the landing page before was not using best practices. So you know, picture in your mind an ugly 1994 with some graphics above it and the navigation all around it on the website. I mean it was we were lucky to get people to fill it out.
Nate: so you know, I took it and kind of applied the best practices of removing the navigation, removing any other option on the page other than filling out the form and submitting it. And then with that, I also took you know, as mentioned there’s a bunch of pages that they’re coming from. So as much as I could I would take the cards that were actually on that page and then put those on the landing page that they got to for samples and used like a product shot I guess with kind of a full sample kit that they were going to get stuff like that. You know, as soon as I made the change it was night and day. I mean 28% conversion rate is conservative. It was anywhere from 30 to 32.
Tim: yeah that’s really amazing. And so it was first stop focusing the landing page on being the landing page instead of you know, links to all these other things and then it was displaying the actual or at least an idea of what the product itself would be and then dividing it into individual landing pages for each version of the product and being that clear and that focused on individual customers is something that I know we focus on a lot at LeadPages. Is that right?
Nate: Yeah. Yeah definitely and you know, the thing that I’ve noticed being here is doing it before I had to have like the web developer, a designer and it actually took like over a month to implement whereas you know, now using LeadPages and I just pitched it here but I could easily duplicate the pages and that wouldn’t take any time at all.
Tim: I love it that’s great. Well this is a really cool case study. I appreciate you coming on and sharing this with us. It’s always fun to have a fellow LeadPage person here. So thanks so much for coming on the show. I appreciate you sharing this.
Nate: Yeah thanks.
Listen To Discover The Simple Strategy That Got Nate Johnson A 560% Increase In Conversion Rate