Thousands of people visit your website each month, most will bounce away before listening and almost all before subscribing to your podcast. Matt MacDonald, PRX Chief Product Officer will show you methods and tools that you can use to convert that random web visitor into a fan.

1. 50-60% of your website
visitors will see your
homepage, won’t click
anything, and bounce
away never to return.

2. OK. That sounds
terrible.

3. What if one of them
had the potential to
become a major
donor?

4. Now I feel worse.

5. Don’t worry. There are
solutions.

6. You need to speak to
each visitor in a unique
way.

7. So, who is visiting?

8. New
Casual
Core

9. 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.

10. 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.

11. 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.

12. It’s helpful to think of your website
as a funnel, moving visitors from
new, to casual to core.
New
Casual
Core
$0
$$
$$$$$

13. The primary goal of your
website should be to move more
visitors through that funnel.

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

15. A quick hint, it does not
involve asking them to
subscribe to your podcast.

16. Why not?
Because subscribing to
podcasts still sucks and
is too complicated.

17. 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?

18. Beep. Trick question!You do
not have the tools to
answer this question. Really.

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

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

21. 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

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

23. What do you probably
want from New visitors?
You’ve been told they need to subscribe.

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

25. Tactics
Landing pages
Email signup prompts & forms
Exit intent and bounce detection tools
Email drip campaigns

26. Landing pages
Allow you to create a focused message, speaking to one
audience and encourages them to do one thing.

27. Not so good.

28. OK

29. Better

30. Better still

31. 10% conversion rate
From random Google ads. 20,000+ people.

32. 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 month
Setup in less than a day
Requires ongoing attention for best results

33. Email signup prompts
We see them all the time, they seem annoying, but oddly
they are effective at building your mailing list.

34. Email prompt example

35. Radiotopia.fm
135,000 people viewed the site
5,000+ emails collected
3.75% conversion rate
Over the past 130 days…

36. 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 month
Setup in less than a day
Set it and forget it, mostly

37. Exit intent
That moment, right before your website visitor is about to
click the close tab/window icon on their browser.

38. Exit intent example

39. 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

40. 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 month
Setup in less than a day
Set it and forget it, mostly

41. Email drip campaigns
What the hell are they?

42. Examples

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

44. Summary
1. 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.