Recognize the website-to-lead gap
“page with these 3D polygon cool I I love those or they use an AI chatbot to capture consider this stat only 0.9 to 2 actually uh buy after they visit the remaining 99% this is what we call leaky bu bucket”
Founder conversationBuilder <$5m
How EECs Lower CAC & Increase Buyer Intention
Education email courses give non-buyers a next step, pre-qualify leads, and plug a leaky website funnel
Nils Liedlich · Letter Leverage
Published September 6, 2024About this resource
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What you’ll learn
Nils Liedlich explains education email courses as a way to capture more buyer intent and reduce a leaky website funnel. The session covers conversion context, case studies, and when to deploy an education email course.
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Give non-buyers a useful next step
“effective is that um when you when you have an e uh you kind of plug this middle of the funnel here where you do not have the Leaky uh funnel uh sorry the Leaky bucket syndrome anymore in the same way because your putting this like cauldron in the middle right you are not uh anymore just trying to take website visitors into leads but you have this middle intersection so that the people that do not want to buy just yet they”
Learn from EEC case studies
“email list was growing over 893 per faster imagine what you guys would be doing with 10 times as many emails imagine how many more leads you would have to reach out to and then here we have category Pirates where um they're an information product and they had a problem that they had launched a new 1K uh digital product but people weren't buying it from their email list so they said okay how do we solve this so I put together an education email course with them and then what we did is this is”
Deploy courses on high-traffic pages
“means that you will benefit the most from implementing an education email course or an equivalent because it will have the biggest impact in jump right and intervene which is the third step here which is if you're below 5% in a conversion rate build out an EC or an equivalent for your company um and plug it on your most visited Pages plug it on your homepage plug it on your landing pages plug it on your blog posts uh and also use popups on exit Behavior there's a real cool app called write message for”
Capture more emails
“How many people here AREN’T capturing emails, and just send traffic to their homepage or a landing page with a VSL/sign-up?”
Address the visitor-to-lead gap
“But only 0.9-2.1% of website visitors become leads.”
Offer value to the reader
“Present something of value to your target reader in exchange for their email. Not about your company, but about the reader Solves a specific problem for the reader What is an EEC? FUNCTION 1 FUNCTION 2 FUNCTION 3”
Support the EEC case
“Don’t just take my word for it -”
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How EECs Lower CAC & Increase Buyer Intention - Slide Deck
CEO of Letter Leverage, offering strategic communication and copywriting services for businesses.
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- $500K
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EECs and buyer intention
SaaSOpen, September 2024 How EECs Lower CAC & Increase Buyer Intention Nils Liedlich Founder, Letter Leverage
Over the next 20 minutes I’m going to show you PROBLEM Leaky Bucket Syndrome Low opt-in = high CAC Why more top-of-funnel isn’t the answer SOLUTION ACTION How EECs fix Leaky Bucket Syndrome Lower CAC And pre-qualify leads How to tell if you have Leaky Bucket Syndrome or not How to fix Leaky Bucket Syndrome
Here’s a question…
How many people here capture emails on their website by offering a free demo/free trial?
How many people here capture emails by asking people to opt-in to their newsletter?
Capturing email addresses
How many people here AREN’T capturing emails, and just send traffic to their homepage or a landing page with a VSL/sign-up?
Don’t be shy…
THAT’S THE PROBLEM.
SaaS SEO SaaS Email Capture 2050 1999
[image] The Core Problem: BOOK A DEMO MYSTERIOUS PAGE AI CHATBOT
The visitor-to-lead gap
But only 0.9-2.1% of website visitors become leads.
Leaky Bucket Syndrome
CAC goes up Ad spend goes up SEO effort goes up The result? PROBLEM #1 PROBLEM #2 PROBLEM #3
Leaky Bucket Syndrome
Introducing EECs
Offering reader value
Present something of value to your target reader in exchange for their email. Not about your company, but about the reader Solves a specific problem for the reader What is an EEC? FUNCTION 1 FUNCTION 2 FUNCTION 3
What is an EEC?
And when you do this successfully…
Benefits of EECs Opt-in rate goes up Awareness goes up Trust goes up
CAC goes down Paid ads get more efficient Higher-quality prospects enter your funnel All of Which Means… BENEFIT #1 BENEFIT #2 BENEFIT #3
Supporting evidence
Don’t just take my word for it -
+893% list growth (5533 vs 559) Paid ads get more efficient +16,000 emails +$150,000 Let’s look at 3 case studies: CASE #1 CASE #2 CASE #3
CAC goes down Paid ads get more efficient Higher-quality prospects enter your funnel BENEFIT #1 BENEFIT #2 BENEFIT #3 EEC = More Opt-Ins = More Leads = More Sales
So, what can you actionably take away from this presentation?
What % of your website visitors become leads today? 5% = Excellent 3-5% = Good 1-2% = Average <1% = Poor If below 5%, build out EEC Plug on your most visited pages Use pop-ups on exit behavior 3 action steps: INVESTIGATE INTERPRET INTERVENE
…with real examples! PROBLEM Leaky Bucket Syndrome Low opt-in = high CAC Why more top-of-funnel isn’t the answer SOLUTION ACTION How EECs fix Leaky Bucket Syndrome Lower CAC And pre-qualify leads How to tell if you have Leaky Bucket Syndrome or not How to fix Leaky Bucket Syndrome Over the last 20 minutes, I showed you:
SaaSOpen, September 2024 Thank you! [redacted email] Nils Liedlich Founder, Letter Leverage