Scott Watermasysk

Introducing KickoffLabs Smart A/B Testing for Landing Pages

We just shipped KickoffLabs Smart A/B Testing! This is going to double the number of conversions captured for customers running A/B tests. Want to learn how? Read on…

Smart A/B Testing
Smarter A/B Testing is now the default!

 

Some background about A/B testing

We were very reluctant to add A/B testing to KickoffLabs. It’s a pretty recent addition for us.

We firmly believed in the principals behind A/B testing and run experiments at KickoffLabs all the time. However, we’ve always had three major concerns that we don’t believe any solution has really addressed.

  1. Customers tend to focus on the testing and ignore how important it is to simply generate traffic and write compelling copy. A 5% conversion rate improvement is great unless it’s only impacting 100 unique views in a month. Then it’s only 5 more leads.
  2. To see statistically relevant results you need to generate quite a bit of traffic. It’s easy to call tests too early and not let them run long enough to see if you have really made a difference or have just seen a bump because it’s new and not actually better.
  3. Testing radical changes comes with the risk of losing conversions. If you have a great landing page, that converts at 35%, and you start testing one that converts at 10%… you lost a LOT of potential conversions just to find out you came up with a terrible variation.

When we finally released A/B testing at KickoffLabs we intentionally kept it simple.  Our goal was not to compete head to head with dedicated A/B platforms like VWO and Optimizely. We simply wanted to see how our customers would use the tests and how we could improve their results over time.

Turns out that our customers love the feature, but a lot of them still see the three issues listed above. People see favorable results and call tests too early that are not statistically relevant and they also lose a lot of conversions with bad tests.

How could we stop the madness?

Fast forward six months. Josh and I were both in attendance at Microconf 2015 when the always excellent Joanna Wiebe of CopyHackers was dropping some impressive copy knowledge. In passing she mentioned  “Multi-Arm Bandit Experiments”.

The name “multi-armed bandit” describes a hypothetical experiment where you face several slot machines (“one-armed bandits”) with potentially different expected payouts. You want to find the slot machine with the best payout rate, but you also want to maximize your winnings. The fundamental tension is between “exploiting” arms that have performed well in the past and “exploring” new or seemingly inferior arms in case they might perform even better. There are highly developed mathematical models for managing the bandit problem, which we use in Google Analytics content experiments.

We (ok, I) quickly read the research and knew this is exactly what we needed to help customers make the most of A/B testing with limited traffic.

So we built it!

What makes this a smarter A/B testing solution?

Every lead is vitally important to your business. You work very hard to get those potential leads to your landing pages. A/B testing does an excellent job of helping you optimize your conversion process. However, an unfortunate consequence of this is that some of your potential leads are lost in the validation process.

Using the Multi-Arm Bandit algorithm helps minimize this waste. Our early calculations proved that it could lead to nearly double the actual number of conversions for our customers running A/B tests.

You can now have your cake and eat it too.

What do I have to do to use it?

Nothing. Simply create a new A/B test and keep all the defaults.

I fear SkyNet and want to control my own A/B weighting

No problem. Just click the ‘use manual weighting’ checkbox and you are back in the drivers seat.

KickoffLabs Bounce – the easy way to DOUBLE leads BEFORE they abandon your site!

You’ve written amazing copy, selected the perfect background image, have optimized your landing page by getting feedback both from customers and professionals alike.

What’s the next step to improving your signup and conversion rate?

Introducing KickoffLabs Bounce – Exit Intent Widget

KickoffLabs Bounce is a lead generation tool that can help convert visitors who would otherwise abandon your landing page or website.

KickoffLabs_Bounce_on_LandingPages107_900px

Use it to increase new leads, signups, customers, sales… whatever your marketing goal, add it to your campaigns and watch your conversion rate rise!

What is an Exit Intent Widget?

Sometimes called an email popup, overlay, lightbox, modal… An exit intent widget is a tool you can add to any web page which attempts to capture leads as they leave your page.

When a visitor’s mouse/pointer attempts to leave the screen – by clicking the back button or closing the browser window –  it triggers an event which is used to show the exit intent sign up form in the same browser window, overlaying the main content.

KickoffLabs_Bounce_Default_Look

Why Would You Add an Exit Intent Widget to Your Site?

It’s a known problem that users are very easily distracted and are often quick to leave even the best designed pages.

An exit-intent gives you another chance to get a user to sign up before they abandon your site completely.

KickoffLabs_Bounce_Styled_Look_1

Is An Exit Intent Widget Effective?

Bounce rate can severely hurt your campaign and landing page conversion rate. This is where a smart exit intent widget can potentially be very effective. Conversion rates can easily double when using an exit intent and a relevant, quality offer is made.

Exit intent widgets utilize a psychological techniques called “Pattern Interrupt” to disrupt the attention of your visitors. The attention is then refocused to the simple objective of signing up to your list, and can help counteract the elusive “Paradox of Choice”.

KickoffLabs_Bounce_Styled_Look_2

There are many case studies from reliable sources like ConversionXL, The Conversion Scientist and the KISSmetrics blog, that go into detail about how adding an exit intent can boost your conversion rate anywhere between 2% to over 600%!

Bottom line: KickoffLabs Bounce will get you more subscribers… and even if it’s a small percentage boost, every bit helps!

The key is delivering the right message at the right time in order to convert.

KickoffLabs_Bounce_Styled_Look_3

Where Can I Use KickoffLabs Bounce?

You can easily embed our exit intent widget into your KickoffLabs landing pages and opt-in forms, or onto virtually any site on the web. It doesn’t have to be a Kickofflabs page.

Is KickoffLabs Bounce Hard to Set Up?

Not at all. Simply create a Bounce widget, then install wherever you want the widget to appear.

A. Any KickoffLabs landing page can have an exit intent widget added to it by using the ‘Bounce’ option from the ‘On Exit’ sidebar tab from within the designer.

KickoffLabs Landing Page Builder Bounce Option

B. For those using other KickoffLabs widgets, KickoffLabs Bounce can similarly be added in the designer.

KickoffLabs_Bounce_From_Optin_Form

This is ideal if you’ve chosen to embed a KickoffLabs Opt-in Form on your site and not using a KickoffLabs landing page.

C. And finally for those who just want to use KickoffLabs Bounce on it’s own, it’s as easy as copying and pasting a few lines of JavaScript code onto your HTML site.KickoffLabs_Bounce_Copy_Code

Set up KickoffLabs Bounce

Now that you’ve seen what an exit intent widget is and how effective they can be, here’s how to start taking advantage of KickoffLabs Bounce for your site.

1. From your Campaign dashboard, click the ‘Pages & Forms’ drop-down and then click ‘Add New Page or Widget’.KickoffLabs_Bounce_Add_New_Widget

2. Scroll down to the Exit Intent Widget section, then click ‘Create a New KickoffLabs Bounce Form’.Create_New_KickoffLabs_Bounce_Form

3. In the following screen, give your KickoffLabs Bounce widget a descriptive name, then click ‘Build KickoffLabs Bounce’.Name_and_Build_KickoffLabs_Bounce_Form

4. Once your Kickofflabs Bounce widget is created, click on ‘Edit Bounce’ to style your widget.Edit_KickoffLabs_Bounce_Form

5. In the Kickofflabs Bounce Designer, you will find familiar options for customizing the text, colors, sharing options and more.KickoffLabs_Bounce_Edit_General_Settings

Test your exit intent widget within the Designer, by either clicking ‘Test Me Now!’ or by hovering your mouse outside of the browser window (as if you were going to click the back or close button).

KickoffLabs_Bounce_Edit_900px

6. Scroll down to the “Bounce Settings” section, this is where you setup the actual behavior of the widget.

“Aggressive” mode

By default, KickoffLabs Bounce will only popup once for each visitor. When it pops up, a cookie is created to ensure a non-obtrusive experience.

There are cases, however, when you may want to be more aggressive (as in, you want the exit intent to be eligible to popup anytime the page is loaded/ reloaded).

An example use-case might be on your paid landing pages. If you enable ‘Aggressive’, the exit intent will fire any time the page is reloaded, for the same user.

It’s also useful to check “Aggressive” mode when testing on your live site to verify the exit intent is displaying.

“Timer”

By default, KickoffLabs Bounce won’t popup in the first second to prevent false positives, as it’s unlikely the user will be able to exit the page within less than a second.

If you want to change the amount of time the popup is suppressed, you can select a range from 0 to 30 seconds.

Note, this is different from automatically popping up after a few seconds.

KickoffLabs_Bounce_Edit_Bounce_Settings

“Cookie Expire”

KickoffLabs Bounce sets a cookie by default to prevent the popup from appearing more than once per user.

You can set the cookie expiration to Session, Daily (24 hours), Weekly (7 days), or Monthly (30 days) to adjust the time period before the popup will appear again for a user.

By default, the cookie will expire at the end of the session, which for most users is when the browser is closed entirely.

“Show Automatically After”

KickoffLabs Bounce enables you to automatically display the exit intent at a predefined time.

This lets you ask a user to sign up even in cases where they did not intent to leave the current page. Valid ranges are 5 seconds to 10 minutes.

7. The “Confirmation” option lets you change the post-signup experience.

You currently have 3 “Template” to choose from:

  • ‘social_share’ will display a custom thank you message, social network buttons for Facebook, Twitter, Google+, LinkedIn and Email sharing, along with their unique social referral link.
  • ‘simple_share’ will display a custom thank you message along with their social referral link.
  • ‘no_share’ will only display a custom thank you message.

KickoffLabs_Bounce_Edit_Confirmation

Note, that if you choose to Redirect to another page after signup (like to a dedicated thank you page), the “Confirmation” option will have no effect.

8. “Redirect Options” allows you to redirect new signups to another page in your campaign or to any other custom URL (it doesn’t have to be a KickoffLabs page)!

KickoffLabs_Bounce_Edit_Redirect_Options

With KickoffLabs complete lead generation tools, you have the option to redirect leads to a viral thank you page – complete with social referrals and rewards!

9. Once you’ve updated the look and content of your KickoffLabs Bounce. Be sure to click ‘Save’, then click ‘Get the Code’ to exit the designer. KickoffLabs_Bounce_Save_Edit_Click_Get_Code

Installing KickoffLabs Bounce

Now that your KickoffLabs Bounce is setup, let’s get to installing it either onto your KickoffLabs landing pages or copy-and-paste the code onto your own custom site.

A. Install Bounce onto a KickoffLabs Landing Page or Opt-in Form:

1. Click the ‘Campaign’ button to go back to the main Campaign screen.KickoffLabs_Bounce_Click_Back_to_Campaign

2. Locate the Landing Page (or Opt-in Form) where you would like to install the Bounce widget and click ‘Edit’ Page’.KickoffLabs_Bounce_Click_Edit_Page

3. From the sidebar, click the ‘On Exit’ tab to access the KickoffLabs Bounce option.KickoffLabs_Bounce_On_Exit_Sidebar_Tab

4. From the ‘Bounce’ drop-down, click the Bounce widget you created earlier.KickoffLabs_Bounce_Assign_Widget

5. Click ‘Publish’ to publish your Bounce widget to your live landing page (your changes will be automatically saved).KickoffLabs_Bounce_Publish_Landing_Page

All set! Your KickoffLabs Bounce is now correctly installed onto your KickoffLabs Landing Page.

B. Install Bounce onto a Custom Site:

1. Highlight and copy the entire code provided by KickoffLabs.KickoffLabs_Bounce_Copy_Code

2. Open up your HTML editor of choice (I’m using Sublime Text, but any text editor, like Microsoft Notepad, will do).

Copy and paste the code onto your site, preferably just before the closing </body> tag.

KickoffLabs_Bounce_Paste_Code

Depending on your access rights or comfort level editing your site code, you may want to ask you developer to assist you.

Or send an email to support@kickofflabs.com and we’ll help get the widget installed onto your site.

3. Save your changes and you should now see your newly installed KickoffLabs Bounce.

KickoffLabs_Bounce_HTML_Embed_900px

Did you notice the viral thank you page that new leads see after signing up?

Ready to Start Increasing Your Conversion Rate?

Log in to your account and easily build your KickoffLabs Bounce Exit Intent Widget now.

Don’t have a KickoffLabs account yet? Click here to sign up for free.

Drip – Marketing Automation Integration

We are big fans of Drip. We use it to power our LandingPages 107 course and a couple others which are currently under development.

Even better, starting today, you can now connect any KickoffLabs campaign to Drip.

Setting up Drip in KickoffLabs

This means you can leverage any KickoffLabs landing page, Opt-in form, WordPress plugin, Facebook tab, and even our API to send all your leads to any of your Drip campaigns.

GetResponse

You can now send your leads in real time to GetResponse.

All you need to do is enter a GetResponse API Key and then select a campaign.

Setup GetResponse in KickoffLabs

 

From there, we will send your existing and future leads to GetResponse. We will also send your KickoffLabs social_id’s and any custom fields to GetResponse as well.

This is the first of many new integrations we expect to roll out this year. If you have any other suggestions, please let us know at support@kickofflabs.com.

Make it a Party! Introducing Multi User Accounts for KickoffLabs

Do you have an awesome designer on your team who could make your landing page just a little bit more personal? Would you like your favorite copywriter to spice up your page’s content? Or do you simply wish you could offload some of your email lead generation work to another teammate?

Great news. Now you can with KickoffLabs Multi-User Accounts.

Manage Team

Great…but what the heck is a Multi User Account?

Glad you asked!

A Multi User account enables KickoffLab’s accounts to have more than one user (clever naming huh?). No one but the account owner will be able to change the billing and you can even control access down to each landing page or customer list.

This has been a very often requested feature and we are super excited to share it with you. Go ahead and:

  • Invite your designer or developer in to work on a specific campaign.
  • Add a member of your marketing team to collaborate on copy.
  • Give clients access to view their reports or even edit their pages directly.

Access Level

Have no fear. You can choose to make someone a manager and give them access to everything except billing OR you can limit them to just viewing reports on one page.

We’d love to get your feedback so go ahead and give it a try. It’s available now to every Business plan level subscriber.

33 Amazing SaaS tools that Power KickoffLabs

How could two founders run a large business without a large team?

33 Amazing Tools That Power KickoffLabs

We are coming up (around Feb 28) on 3 years since we started building KickoffLabs. In the daily ebb and flow of business, progress appears to move at a snail’s pace. I look at the big things we are working on, and I dream of having a small team of developers so we could ship it all in 2 months instead of 6 months.

However, looking at this gigantic list of  services we use (or have used), I am floored by the enormity of it all. Two people really could not run a company of this size without so many amazing services. Thank you SaaS (software as a service)!

Here is a run down on some of the services and platforms we use for KickoffLabs:

Read More

Get Realtime Notification AND Weekly Summaries!

We have a couple exciting changes coming to our reporting options.

The first is ready for you to use today.

Previously, you could choose to be notified about sign ups in realtime (as they happen), daily, or weekly.

Starting today, you can be notified of updates in realtime and either daily or weekly.

status email options

More Options For You!

This is a small change, but should be very helpful for those of you who need to keep customers updated on list progress, but still want the instant gratification of seeing new signups as they happen.

Lead Conversion Tracking with Google Analytics Goals

Google Analytic goals allow you to track your lead generation conversions directly within Google Analytics.

KickoffLabs has always made it very easy to take advantage of Google Analytic Goals. When a new lead signs up we notify Google Analytics for you. Starting today it gets even better.

Recently, Google rolled out a new version of their analytics called, Universal Analytics (the previous version has been named Classic Analytics).

Should I be using Universal Analytics? Short answer is yes, you should be using Universal Analytics.

Are you using it today? That is a harder question since Google currently makes you opt in when you add a new property or request the change in the Google Analytics admin.

However, the good news is regardless if you are using Universal Analytics or Classic Analytics, KickoffLabs will handle the goal tracking with no additional input from you. In other words, It Just Works!

2014-01-23_09-06-13

Finally, if you are thinking, “I couldn’t set this up”, we have updated our documentation as well and provide you step by step instructions on navigating Google Analytics and setting up the proper goal.

If you use Google Analytics along with KickoffLabs, this is something you really should set up. If you have any questions on this, please contact us at support@kickofflabs.com and we will be honored to help you.

Using AWeber with KickoffLabs landing pages and lead capture forms

We are excited to announce you can now officially connect a KickoffLabs landing page to an AWeber email list. AWeber, if you are not familiar is a premier provider of email marketing software.

This means that any leads captured with KickoffLabs can be synced automatically with AWeber! This includes their email addresses and any custom form data you may have captured as well.

The real beauty in this feature (besides the great features of AWeber) is just how easy it is to set up and manage.

To see for yourself, log into your KickoffLabs dashboard or check out this short video:

– Scott

How to do a great product promo video for less than $200

We have been wanting to do a simple promo video for KickoffLabs. However, to really do “right” can cost thousands of dollars. That seems like a lot of money when you don’t even know if it will help with your conversions. However…

We recently came across two services that let us put together a quality product promo video in a couple of hours and for less than $200!

First, check out the video:

OK, so how did we do it? (and by we, I mean, how did Josh do it? :)

Tools

  1. PowToon – allows you to build a great looking animated presentations.
  2. VoiceBunny – Crowd Voice overs – seriously, this exists.
  3. Vimeo – Like Youtube… but for profesionals that don’t want ads running before, during, and after their video. Note: Since posting this there have been some suggestions in the comments below about how to make YouTube a better free option.
  4. KickoffLabs – :) We host this video on several of our own landing pages. The method/price is cheap enough we can do targeted videos for each landing page target.

I am sure there are other options out there, but we are quite happy with the experience using these tools. The video is our first attempt at using these services and we already have ideas for things we will change and improve in the future.

Script Building

Even if you aren’t using these tools your video needs a script. We did this ourselves following a simple formula:

  1. Discuss the customer problem
  2. Offer a solution
  3. Explain why your solution is the best

In our case we also tried to answer a common question about the definition of a landing page in simple terms.

Other Tips

  • Before submitting your script to VoiceBunny do a rough take you record yourself. This way you’ll know if the timing needs to be changed in your video.
  • Cut stuff. We had to cut this down a few times and it could still stand to be simpler. You don’t have time to jam everything in.
  • Simple explanations.  You have more context, and know more, about your product than ANYONE else on the planet. How would you explain your product to a small child… or a golden retriever?

Armed with these tips and tools I expect everyone could make their own great product videos… that they publish on targeting landing pages built with Kickfoflabs. :)