BioTerra Herbs is a successful international herbal supplement company. The current growth goals demand effective strategy and execution. Having heard about the inbound marketing methodology and EYEMAGINE’s track record of success, they reached out to us to help them kick start their business here in the U.S.
EYEMAGINE designed a successful landing page as part of an inbound marketing campaign. This page had an unprecedented 55.46% conversion rate, generating 28,585 new segmented contacts.
According to Search Engine Land, “Across industries, the average landing page conversion rate is 2.35%, yet the top 25% are converting at 5.31% or higher. Ideally though, you want to break into the top 10% — these are the landing pages with conversion rates of 11.45% or higher.” This 55.46% conversion rate, then, is immensely above average.
We created a “Travel Pack Giveaway” campaign. A landing page was designed using inbound marketing best practices. Prospects submitting the form would receive a free sample of herbal supplements, with the opportunity to choose between a sleep blend, a detox blend, or an energy-boosting blend.
Speaking directly to BioTerra’s buyer personas was key. To accomplish this, we created a design and content that spoke directly to the buyer persona’s pain points and interests.
All of the unique personas have important commonalities: they’re looking for natural, safe and effective ways to stay healthy during their busy lives. The campaign aimed to give simple, on-the-go samples that help with everyday sleep, sluggishness or daytime fatigue issues.
On-Brand Design and Copy
The landing page design is open and clean. There are no videos, blogs or links distracting visitors from submitting their information. The content and imagery speak directly to the buyer personas’ relevant pain points, asking,“Need more sleep? Need to detox? Need an energy boost?” It then offers free samples of three herbal supplements, giving potential customers a low-risk opportunity to give the company a try. This approach effectively mitigates the suspicion that customers often have when doing business with a new company. It’s the age-old “try before you buy” strategy.
Trust Badge and Customer Reviews
To further increase consumer confidence, EYEMAGINE included a recognizable “Non-GMO” badge in the header and a section with customer reviews. The badge instantly boosts BioTerra’s credibility, providing a third-party’s confirmation of their “healthy” claims.
According to EXPO’s survey of U.S. internet users, discussed in eMarketer in February 2010, “consumer reviews are significantly more trusted (nearly 12 times more) than descriptions that come from manufacturers.” Why? People trust their peers more than they trust marketers. The company will always say that their product is effective. To know if this is true, consumers need social proof provided by real reviews from their peers. In fact, an iPerceptions statistic states that 63% of customers are more likely to make a purchase from a site that has user reviews.
Basic Form Fields
The form itself asks for very little information-- just general demographic info and shipping address. Why? There is a correlation between the perceived value of an offer and the amount of information that a customer is willing to disclose. For example, for a year-long supply of customized supplements, a customer may be more willing to include more information like their height, weight, and possibly more. For free samples, though, they just want to share the very basics.
The question, “What best describes you?” allows BioTerra customers to segment themselves into one of the company’s buyer personas. This is crucial for the success of future marketing efforts. Relevant data will give BioTerra insight into their audience’s interests, allowing them to create even more targeted, successful campaigns in the future.
Relevant Product
BioTerra offers a wide range of interesting supplements, including a blend for vision, snoring, and fertility. However, these are specialized that appeal to a more limited audience at a very specific moment. This means that they are not the options for a free giveaway.
For this campaign, we chose universally appealing product options. Everyone wants to feel healthier, sleep well, and have energy regardless of age, lifestyle, and gender. Casting this wider net guarantees higher click-through rates and conversions on the landing page.
Going Live: Promotion on Social Media
The beauty of a well-executed free sample offer for a universally appealing product? It goes viral. A full 18,898 of the new contacts generated by this landing page came from referrals.
This level of shareability was achieved by creating an inbound marketing campaign that appealed to the right audience at an appropriate moment. The risk-free offer spoke the audience’s language, providing extreme value.
On top of that, EYEMAGINE developed a strong social promotion strategy, which included Facebook and Twitter posts, that got the offer out to even more people.
Overall, these efforts accounted for 4997 of the new contacts. The final bulk of the new contacts came from direct traffic to BioTerra’s homepage. Overall, this case study shows the complexity that goes into creating a successful inbound marketing campaign. There is no silver bullet technique that will bring an eCommerce store results, but having a well-researched understanding of their audience and a strong marketing execution strategy is certainly a good way to start.
