50-60% of your website visitors will see your

homepage, won’t click anything, and bounce away never to return.

OK. That sounds terrible.

What if one of them had the potential to

become a major donor?

Now I feel worse.

Don’t worry. There are solutions.

You need to speak to each visitor in a unique

way.

So, who is visiting?

New Casual Core

New visitors are not yet familiar with your show, they might have

heard about it from a friend or on a promo from another show.

Casual listeners are those who might have heard an episode or two, they might

not subscribe to the podcast, but would join a mailing list or listen via the web when

they think about it or if you told them to.

Core listeners are your dedicated fans, they likely subscribe to the podcast, are looking for your latest episode and some

of them may have even donated.

It’s helpful to think of your website as a funnel, moving visitors from

new, to casual to core.

New

Casual

Core

$0

$$

$$$$$

The primary goal of your website should be to move more

visitors through that funnel.

Today we’re going to talk about ways you can move New visitors into becoming Casual listeners.

A quick hint, it does not involve asking them to

subscribe to your podcast.

Why not?Because subscribing to podcasts still sucks and

is too complicated.

A quick game.Say you have 50,000 new people visit your website in a month. How

many of those people who visited subscribed to your podcast?

Beep. Trick question!You do not have the tools to

answer this question. Really.

There are no reliable ways to determine how many visitors to your website subscribe to your

podcast.

But, for new visitors it doesn’t matter anyway.

What do they want to do?This is the only thing you need to be thinking about for each visitor type. It isn’t about what you want them to do, it’s about presenting the visitor with something

that meets their needs.

*new visitors

What do New visitors want?An answer to this one critical question:

What is this?

What do you probably want from New visitors?

You’ve been told they need to subscribe.

How might we bridge that gap between what they want and what you do?

TacticsLanding pages

Email signup prompts & forms Exit intent and bounce detection tools

Email drip campaigns

Landing pagesAllow you to create a focused message, speaking to one

audience and encourages them to do one thing.

Not so good.

OK

Better

Better still

10% conversion rateFrom random Google ads. 20,000+ people.

Landing page tools

• Instapage.com • ioninteractive.com • Landingi.com • Launchrock.co • leadsquared.com • WishPond.com • http://convertifire.com • unbounce.com - This is the tool that PRX uses. $50/month. • LeadPages

http://www.quora.com/What-are-some-good-landing-page-creation-tools

Range from FREE to hundreds of dollars each monthSetup in less than a day

Requires ongoing attention for best results

Email signup promptsWe see them all the time, they seem annoying, but oddly

they are effective at building your mailing list.

Email prompt example

Radiotopia.fm

135,000 people viewed the site 5,000+ emails collected 3.75% conversion rate

Over the past 130 days…

Email prompt tools

• Instapage.com • ioninteractive.com • Landingi.com • Launchrock.co • leadsquared.com • WishPond.com • http://convertifire.com • sumome.com - Free with branding or $10/month. PRX uses it. • LeadPages

http://www.quora.com/What-are-some-good-landing-page-creation-tools

Range from FREE to hundreds of dollars each monthSetup in less than a day

Set it and forget it, mostly

Exit intentThat moment, right before your website visitor is about to

click the close tab/window icon on their browser.

Exit intent example

beta.prx.org & landing pages

• Improved signups to mailing lists by 2x • Scrollbox prompt performs 5x better on our sites • 30,000 email addresses collected

Exit intent tools

• Bounce Exchange ($4,000) • Picreel (from $69) • PopupAlly (from $97) • OptinMonster (from $69) • OptinSkin (from $49) • Bloom ($69) • Ninja Popups ($20) • LeadPages (from $25) • Thrive Leads (from $147) • Lead Outcome (from $39) • OptiMonk (from $29) • SumoMe ($10) - PRX uses this.

http://www.quora.com/What-are-the-best-exit-intent-popup-platforms-in-the-market

Range from FREE to thousands of dollars each monthSetup in less than a day

Set it and forget it, mostly

Email drip campaignsWhat the hell are they?

Examples

Supporting information

https://zapier.com/learn/ultimate-guide-to-email-marketing-apps/drip-marketing-campaign/

Summary1. Landing pages allow you to customize the message

to a specific user type. 2. Email signup prompts & forms require less effort

than subscribing to a podcast. 3. Exit intent and bounce detection tools allow you to

get one last chance to sell a visitor on your show. 4. Email drip campaigns automate a conversation,

and help introduce a new visitor to your show.

If you only do one, please setup a signup prompt.