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Mequoda 3C Zone Architecture Increases Email Capture Rates by 21X

If you feel like your email capture rates are low, then they probably are

Consistent channel conversion zone architecture (3c), when applied to a publishing website, is a fancy way of saying that every channel (or portal topic) consistently aligns with a product that converts the user into a subscriber or paid user of your website. Together, they create what we call a zone. Using this zone to increase website to email conversion rates can be easy, if you let it. This metric is called your email capture rate.

Across all Mequoda client sites, the average site-wide email capture rate is 2.49%. Compare that to the industry average, which is less than .1 percent. That means that on average, 2.49% of visitors who visit a site designed with 3C zone architecture in mind will submit their email address.

Why?

  • We make it a rule to always give something back in return, like an ebook, white paper, video, or even a free knitting pattern (the same architecture without incentives sees a 50 percent drop in capture rate from 2 down to 1 percent).
  • We promote these freebies contextually.

Let me explain, using Mequoda.com as an example.

A channel for us is a blog category, like Multiplatform Publishing Strategy. When you look at the blog category page that lists all of our multiplatform publishing strategy blog posts, you’ll find an ad (we call it an OFIE) for a handbook with the same name, our Multiplatform Publishing Strategy handbook.

Screen Shot 2016-10-02 at 9.05.28 PM

And if you click on any article links on the category page above, you’ll get an article. On this article page, you’ll find an OFIE ad for the Multiplatform Publishing Strategy handbook again at the top. In the middle of the article, you’ll find an inline text ad for the Multiplatform Publishing Strategy handbook again.

3c zone architecture

On every page that we write specifically about multiplatform publishing, there’s a related offer for our free handbook on the same topic. It’s consistent across our entire multiplatform publishing channel — you will never read a post about multiplatform publishing that doesn’t promote the handbook, unless you’re logged out.

For a live example, the article you are reading right now is an audience development article, so you’re going to get our text ad below, and if you’re not logged in, you see an OFIE ad for our audience development handbook at the top of the article.

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MPP

Download a FREE copy of How to Increase Your Audience and Decrease Your Marketing Budget and discover how to get the most out of your website traffic and turn visitors into digital dollars. Download now.

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Since these OFIE ads are meant to convert search and social website visitors into email subscribers, when someone comes to our site on a keyword like multiplatform publishing, they’re more likely to convert than if we gave them an ad for our Subscription Website Publishing handbook. That’s why we define each blog topic as a channel and make sure that we create a related product for each channel. Then we consistently promote that product in the channel.

This results in higher conversions; about 21X better conversions on average.

All of our channels (blog categories) are set up exactly the same. We have four major categories on our website, and four freebies.

If you look at any of our clients, you’ll see that they’re using the same system to convert visitors into subscribers.

The final stage of this zone conversion architecture is a Rapid Conversion Landing Page. This is the page where the user finally submits their email address, and every free report has one. All text ads link to a RCLP.

Consistent. Channel. Conversion. You will convert more visitors to your website by promoting related products and giving them away for free in exchange for an email address. Email is still the currency of the web. Treat your subscribers well, and they are more likely to convert into buyers than from any other source.

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