A page-sharing network provides a reason to rethink your social conversion strategy.
Nobody in this industry has been in the conversion rate optimization game as long as my brother Jeffrey and me. Yet, brothers Matthew and Jamie Roche are responsible for many organizations beginning to test. They founded Offermatica (which is today’s Adobe Test & Target). So when the Roche brothers started their next project, BO.LT, you assume they’d know something about speaking to their audience and converting them into customers, especially since the product was free.
The Launch Plan
Basic mechanics: When people came to BO.LT, it was a closed beta. People who left their email addresses would receive invite codes. They were told that the code would be sent over in a few days, but it would come faster if the invite was shared. This is a fairly standard, and effective, mechanism to increase viral demand.
What is BO.LT? BO.LT lets you remix pages and share them with people you want to reach. Once you "BO.LT" a url, the tool makes a copy of the page and runs it on very advanced content delivery network tuned for incredibly fast page serving and incredibly fast editing and sharing. When you put a page on BO.LT, it is a copy. Don’t worry, the original page on the original site is still safe. Your page, however, is nimble, changeable, and completely under your control. The service includes fabulous analytics as well. This is a great way to launch new landing pages or make changes to existing pages for A/B testing.
The BO.LT launch twist: You could use the "RED" BO.LT editor to remix the invite prior to retweeting or sharing to increase its odds of being shared.
Social conversions: The results would seem to show us that when it comes to social conversions no one knows their audience better than the members of that audience.
Would you have predicted that this would be one of the best performing pages?
The Darth Vader version was the top invite: http://bo.lt/cqpzs was shared 617 times.
The top converting page was a remix that converted nearly 8x better than the original page designed by BO.LT. Each of the top ten most shared invites were remixes and within the top 100; 60 personalized personalized. About 6 percent of all invites were remixed. At least 700 invites were forwarded at least once.
BO.LT had versions of its page translated into Japanese (at least five versions), Chinese, Russian, Vietnamese, French, Dutch, Norwegian, Tagalog (Phillipines), and more. Translated pages had 2x the conversion rate of un-remixed pages.
Check out some of the other great BO.LT remixes:
Does this have you rethinking your social conversion strategy? I suggest it should.
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
IBM Social Analytics: The Science Behind Social Media Marketing
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An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
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