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Using Conditional (and Escalating) Subscription Forms on Your Website

Using Conditional (and Escalating) Subscription Forms on Your Website

Yabber's Tag: yabber conditional functionality attached to our digital marketing experience is unique in so many different ways. Every aspect of the user interactions on our client websites and landing pages are designed to covert off the tail end of the highest-performing digital advertising and experience in the industry. While there are a number of systems we use to return the highest organic and promoted website conversions in the market it's our proprietary conditional forms that are a bread-and-butter feature that is still unique to our process.

Our underlying form philosophy is simple: if a user has subscribed to a particular mailing list or lead magnet there's no reason to show that same subscription form again. Instead, we'll tactically render another subscription form (or just another lead magnet) and further escalate a user's commitment to our process. The escalation of commitment is a term we use to describe the commitment of a subscriber or website visitor to our marketing funnel journey, and the form escalation is just one small part of this process (a user will come back to your website up to nine times before deciding to use your service, so each visit should provide a conditionally crafted journey).

First, it's worth pointing out that the subscription forms you might use on a landing page should never be used in that location in isolation (in other words, landing panels and forms aren't just for landing pages - they should be used everywhere). In fact, if you're a regular of ours you would have heard us say over and over that every page on your website is a potential entry point, and therefore a type of landing page. In an upcoming article we'll show you how Yabber simplifies subscriptions on every page, such as under each post on your blog, with the click of a button. It's also worth noting that our basic subscription form includes a fully integrated on-page calendar option (massively multiplying your website conversions), and any form created on Yabber supports conditional redirections.

Note: We have an article schedule that'll details how Yabber renders a form on every page of your website and optionally escalates that to others in a sequence. While not discussed here, escalating panels (a two-column lead magnet subscription block used anywhere other than landing pages) inherit the same functionality and will be introduced shortly.

Never let anybody convince you that a paid third-party service such as Kartra, ClickFunnels or LeadPages is a good idea (they're staples of mediocre digital representation). No self-respecting marketer will ever tell you that hosting your website content with a landing page service when you have the capacity to serve that page yourself is a good idea. The notion that you'll send paid traffic to another website is utterly ridiculous. Of course, the array of conditional features we serve as standard, and the plethora of tools we use to engage our web audiences, will elevate your marketing experience in a way that has a profound effect on your conversions... and none of this is available to those fragmented solutions typically promoted by 'Facebook Marketers'. So, in summary, your landing pages must be hosted on your website, and they should be integrated so that statistics and other features will apply to those that engage wit those assets. It really does feel like I spend my life defending best-practice; we implore you to ignore those competing and flawed messages in the marketplace.

First, the video below introduces just form escalation - not landing panel escalation. The primary difference between a form and a landing panel is that a form is always a single column while a landing panel is two columns (comprising a form and lead magnet side-by-side). Note that a single form can include images, videos, or any other resource... except it's always a single column of content. There are other differences between a form and landing page, such as how the escalation cycle applies, but this isn't entirely relevant to understand the concept.

Subscriptions should be on every page of your website... while landing pages are a conversion-specific page that is designed slightly differently... and escalation does not apply (since the visitor to that page is expecting a certain offer or opportunity).

Creating a Form

For context, following is a video that introduces how basic forms are created within Yabber, although this article should be referenced for more detailed information.

The video uses the form at the bottom of this page for the demonstration, and we introduce it as the "form used by default under each post on our website". The explosion of leads that are returned via the simple addition of a calendar under each post is one that will have a massive impact on your website conversions (think of it as a mini-landing panel). We introduce the need for a calendar form on each page here (Belief is the only company in the space able to provide this essential feature by way of a one-click integrated solution).

Form Escalation

The following video details how escalation applies to forms and landing panels (the escalation shared between both resources is similar).

Conclusion

The process of creating a form or landing panel... or even a landing page, is simple. While I often tend to wrap supporting systems around a simple feature, and thus introducing perceived complexity, at its core the creation of any form takes about a minute, and they're extremely easy to do. The process of applying the escalation cycle is a simple concept (i.e. we won't show the same form after a user subscribes, and we'll instead show a new offer and possibly escalate them into a new funnel gateway) and it is also a simple process.

The 'advanced' conditional and escalating features we've described don't have to be used: a form can be just a basic static form. However, the features we've introduced are part of a real marketing funnel (and more powerful than what you're using now), and any form on your website is a gateway to your business... so we should generally apply whatever high-performing technology is available to us in order to return better results. It's not uncommon to start your funnel with a basic static form and then start to assign more dynamic features when your marketing or your marketing funnel matures.

We've obviously not introduced the 35 points of form automation, extremely powerful integrated calendars, on-page conversion tools, and how Yabber's click-and-create system makes the process exceedingly simple to use. We have a number of articles scheduled that seek to expose the unique and proprietary marketing tactics Tag: yabber we've used for over 20-years to generate more business than anybody else in the market... for what is often a fraction of the cost.

What we've just described is just one part of a much bigger system Tag: yabber that is guaranteed to deliver more leads into your pipeline.

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