Social Conversions - The Launch Story of BO.LT

  |  October 7, 2011   |  Comments

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.

bolt-original

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?

darthvader-bolt

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.

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Bryan Eisenberg

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.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...