Rob Carpenter

Evergage Blog

Ideas and Strategies for Real-Time Personalization
Rob Carpenter

About Rob Carpenter

Rob Carpenter is former Director of Marketing at Evergage. A passionate growth marketer, Rob excels at uncovering opportunities and executing fast campaigns to drive real business growth. He has also built a high-tempo process for tracking, iterating, and continually improving campaign performance over time. During his time at Evergage, Rob created clear positioning for Evergage, built out the Evergage web presence and increased web traffic and leads.

What Conversion Rate Optimization Experts Often Forget About: The Customer Lifecycle

This blog post was originally published on the KISSmetrics blog.  What marketing trend has taken off like conversion rate optimization? Growth hacking? Targeted email drip campaigns? Even with those efforts, often the goal is to optimize getting more people to take more actions (a/k/a convert). With the practice of CRO rising to prominence, conversion rate optimization experts and advice have, as well. Every day there seem to be new ideas for testing, new tips on how to write better copy, new best practices for creating high converting landing pages, and even advice on understanding the psychology of conversion and behavioral economics. Almost all of the advice you see today is focused on driving marketing results by altering copy and visual web elements, but there is a whole lot more to the web these days than static websites designed to capture leads and convert sales. We [...]

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Real-Time Marketing Isn’t What You Think It Is

Every couple of years there seems to be a new marketing darling, innovated by big brands, that will change the face of marketing forever. Today’s belle of the ball is real-time marketing. The definition of “real-time marketing” seems be similar across the board amongst the major marketing media outlets, big brands, and the agencies that serve them both. In short, they portray real-time marketing as the practice of brands engaging their audience via content, advertising, and product placement that is relevant to a specific current event or cultural happening. The content is most often in the form of a “meme” or graphic advertisement shared through social media channels. Some brands have had great success with their real-time marketing efforts, with thousands of consumers sharing their content, while others are missing the boat. This result has been a recent barrage of [...]

3 Reasons To Include Real-Time Messaging In Your Next Website Redesign

Let’s be honest, there are surely more than three reasons to include real-time messaging in your design. But even if the only reason was to create a better experience for an existing or potential customer, then it is a feature that deserves serious consideration.   You might wonder, what does real-time messaging have to do with design? Well, as Steve Jobs once said, design is not just about what something looks and feels like. It’s about how it works.   Real-time messaging helps people navigate your site and if it’s not already a part of your arsenal, then here are three important reasons your next iteration should include this useful feature.   1. Improves Conversion Rates Getting new customers to identify, engage and trust your business quickly helps move relationships forward with more ease and with a higher likelihood that [...]

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How to Calculate Customer Retention

“What gets measured gets managed.” – Peter Drucker Along with measuring your business traffic and conversion, success also relies on customer retention to complete the big picture. You may be getting attention and turning visitors into paying customers, but are you able to keep them around month after month? Or are they leaving after one experience or one transaction? If you want to build a sustainable and scalable business, you need to cut down on churn, the rate at which people are discarding your products and services. To do so, calculating your customer retention is the first step in this process. Understand Customer Retention First, retention refers to a certain point in the customer lifecycle and it can be measured monthly, quarterly, or annually depending on the business. Know this time period because it is an important factor in your [...]

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The Case for In-App Messaging vs Email Marketing

Traditionally, email marketing has always been the best way to communicate with your users. Have a new feature, or a new blog post? Send out an email to let your users know and bring them back to your app. While it’s great for reminding them that you exist and what’s new, does it really improve user engagement? Let’s break down some pros and cons of using email and in-app real-time messaging. Google’s Tabbed Inbox: A Big Challenge Unless you’ve been living under a rock and don’t use one of the most popular email services, you’ve probably heard about Google’s new Tabbed Inbox feature. To put it simply, Google automatically segregates a user’s email into five categories - Primary, Social, Promotions, Updates and Forums. Google uses an algorithm to determine which tab each email belongs to. All emails from social networks [...]

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12 Resources to Help Generate More Leads

In the crowded world of the Internet, page views are a precious resource. That’s why it’s so important to capitalize on every page view and make sure you’re not wasting any opportunity to convert someone from visitor to lead.   Here are 12 expert tips for conversion rate optimization.   1. Test, Test, Test by Sherice Jacob on KISSmetrics   Treat everything as an experiment. There is no hard and fast rule in CRO. What works for one site might not work for another.   If you simply follow the remaining steps without testing, you’ll never really know how they have affected your conversions. Every change you make, whether it is a copy tweak or the color of a button, should be tested and analyzed.   There are some very good tools out there to help you A/B test changes [...]

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How to Harvest 226+ Word Customer Testimonials with Behavior Analytics

There’s a opportunity for you to have one of your customers, a loyal user, jump in and speak kindly of you. Who do you turn to? Who do you ask? How do you ask them for their support?   If you take too long to answer these questions, the opportunity will be missed.    Missing the opportunity could mean less traffic, lost sales, and a missed opportunity to build your relationship with a current customer or user. You can’t let that happen. While it’s common to believe that such testimonials really help drive revenue growth, they can also increase brand awareness and improve ROI.   The Need For Advocates   A study published by the MIT Sloan Management Review showed that having brand ambassadors advocate on your behalf - instead of having your staff or your company’s account - dramatically [...]

10:24 pm|Customer Success|Comments Off on How to Harvest 226+ Word Customer Testimonials with Behavior Analytics

The Case For Using Live Chat On Landing Pages

Every now and then, customers just need to deal with a real person. No pop-ups, FAQs or forums - a real, living, breathing human being. A great way to put people visiting your website in touch with real people is by using live chat on your landing pages. 1. Customers Love It Really, there isn’t a much more important point to make than this. After all, if you’re not creating happy, engaged customers, you’ll struggle to keep your doors open. Part of the reason customers love it so much is because it’s an extremely effective and efficient method of getting your customers and prospective customers in touch with real people on your customer success team. For example, lets compare live chat to another common approach used to get customers in touch with your people - call centers. In many instances, [...]

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How to Convert in Every Stage of the Customer Lifecycle (And Create Uber-Engaged Users)

Your success depends not only on converting people into new users, but also on convincing them to take a series of actions throughout their relationship with you and your company. Here are some useful tips I’ve learned that help increase conversions and engagement at every stage of the customer lifecycle. Nail Customer Acquisition Know What It Costs To Acquire Customers Yes, there is a cost to acquiring customers. You can’t say your marketing budget is zero because you use social media. Too many entrepreneurs don’t know how much customer acquisition will actually cost them. Your total marketing costs include employees, advertising, and the tools you use. Even if you only market through social media, you still need someone to blog and manage your social accounts. After taking everything into account, you can arrive at your real cost per acquisition. So why is [...]

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How to Kickoff a Free to Paid Conversion Strategy (Now with More Revenue!)

You can have droves of people following you on Facebook and thousands of newsletter subscribers, but those people won’t do you any good if you’re not converting them into paying customers. You need a conversion strategy. 3 Kinds Of Free Accounts Not all free accounts are the same, but there are some common variants of free. Three of the most common kinds of free accounts are: Ad supported – Some companies are opting to help monetize free accounts by selling and displaying advertising to their free users. Freemium – Freemium accounts are provided free of charge, but have limits placed on the features that are available. Once a user decides he needs the advanced features, he must upgrade and pay a premium. Trial – In other cases, SaaS companies will offer a 30, 60 or 90 free trial. This allows [...]

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Context IS King, Here is How You Can Actually Do It with Evergage

**UPDATE: Thanks to TechCrunch for covering today's announcement. [Click to tweet your support]   If you have practiced the art of marketing over the past couple years, you have likely heard multiple authoritative statements thrown about regarding what “is king!” with your marketing efforts.    You have heard “Content is king!” at some point, have likely heard “Relationship building is king!” when social media engagement was the most popular subject of discussion, and by now you have probably heard “Context is king!” a few times.    Forrester defines “context” as:   “... the sum total of what your customer has told you and is experiencing at his moment of engagement.”   As marketer, if you could harness the power of “context” in your marketing efforts, your content would be providing more value and you could be building even stronger relationships. [...]

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16 Web Conversion Rate Optimization Tips from the Experts

Whenever someone visits your site, you have a desired action in mind. When a visitor or user completes that action, that’s a conversion. You might want them to sign up for a free account, become a member of your mailing list or fill out a survey - it really depends on your business and it’s goals. Since your ability to achieve your business goals depends on conversions, we’ve assembled a list of web conversion rate optimization tips from the top experts in the field. 1. Hypothesize First, Then Test by Thijs de Valk on Yoast This post makes a good point, don’t assume that just because something worked well for someone else that it will work for you. The best bet is to take in what the experts have said, use that information to start forming hypotheses, and then test [...]

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4 Ways to Use Content to Prevent Customer Churn

Customer churn is a measure of how stable your business and it’s revenues are - it represents the rate at which users or subscribers are ending their relationship with your business.    Improving your customer churn rate will help increase the lifetime value of each customer and, therefore, make your business more sustainable and stable.    While there’s a lot of focus on how to use content at the top of your funnel, content can actually be used throughout the customer lifecycle to reduce churn and create happily engaged customers.    Understanding Customer Churn   We’ve warned about the dangers of relying on vanity metrics before. Churn rate is the exact opposite of a vanity metric.    There are many posts out there that tell you how to calculate your churn rate, but not all are easy to understand or [...]

10:23 pm|Content Publishing|Comments Off on 4 Ways to Use Content to Prevent Customer Churn