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The conversion experience revolves around your landing page bookends. How does someone find your landing page, and then where do you take him or her after having filled out the form? Thinking through this A to B to C process (and learning how to test it the right way) will position you to convert quality leads for your business. This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
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PERFECTING THE CONVERSION PROCESS.Inbound Certification Class #6
RebeccaCorliss
Inbound Marketing Manager, Marketing Team
my "You Oughta Know Inbound Marketing" music video has over 100,000 views
@repcor
#INBOUND
AGENDA.
1. WHY THE CONVERSION PROCESS IS SO CRITICAL
2. HOW TO CONVERT THE RIGHT VISITORS INTO
LEADS
3. MASTERING THE CTA AND THANK YOU PAGE
4. KEY TAKEAWAYS AND RESOURCES
WHY THE CONVERSION PROCESS IS SO CRITICAL.
1
It is how you get leads!
You already know howto capture visitors’ information: landing pages.
But then what happens?
How do you get people to your landing page?In order to convert,
someone must fill out a
form. How do they reach
that form?
And… what should your new lead do next?
THINKBOOKENDS.
Thank
You
Page
Call-to-
Action
(CTA)
Landing PageCall-to-Action (CTA)
Thank You
Page
Let’s walk throughan example:
CALL-TO-ACTION
(CTA)
LANDING PAGE
THANKYOU
PAGE
HOW TO CONVERT THE RIGHT VISITORSINTO LEADS.2
Focus on attracting the right visitors and the right leads.
Lead volume isirrelevant.
Focus trafficYour goal is to attract your buyer persona
MASTERINGCALLS-TO-ACTIONAND THANK YOU PAGES.
3
CALL-TO-ACTION.
(CTA)
A button or image placed on pages with the sole purpose of driving visitors to your landing page.
CALL-TO-ACTION Examples
CALL-TO-ACTION Examples
CALLS-TO-ACTION BEST PRACTICES.
1. Copy: make it action-
oriented
2. Copy: Include keywords
consistent with Landing
Page
3. Look: Attention-grabbing
4. Location: appropriate on-
page placement (relevancy
to content)
5. Test, test, test!
Calls-to-action can guide people through the marketing process.
Top-of-the-funnel (aka beginning of
the buying process)offer CTA
Middle-of-the-funnel (aka middle of the buying process)
offer CTA
Use a call-to-action on every pageof your website.
Homepage.
Using Calls to
Action on your
Homepage.
Blog posts and page.
Products and Services pages.
All CTAs must be relevant to the content where they live.
FOR EXAMPLE …
SHOULD YOU USE THIS CTA?
OR THIS CTA?
CTA mistakes could lead to a potentialloss of leads
QUICK REFRESH.
Once a visitor clicks on a call-to-action…
THEY’LL BE LINKED DIRECTLY TO A
LANDING PAGE.
LANDING PAGE.
Buttons or images placed on pages to entice visitors with an offer transport them to this page, where they can complete a form and convert into a lead.
Once a prospect first submits a form…
THEY’LL BE TAKEN TO A THANK YOU PAGE.
This is where the content introduced by the call-to-action and landing page is finally delivered to the visitor who, after submitting a form, is now a lead.
THANK YOU PAGE.
THANK YOU PAGE Examples
THANK YOU PAGE Examples
THANK YOU PAGE EMAILExamples
THANK YOU PAGE BEST PRACTICES.1. Deliver the offer
2. Provide direction and
next steps
3. Move them further into
the sales process
4. Send a follow up email
5. Include social
networking options
TESTING AND ANALYZINGYOUR CALLS-TO-ACTION + THANK YOU PAGES.
Get more value from your CTAs and thank you pages
WHY TEST?Call-to-Action
1,000 Visitors30 Landing
Page Visitors3%
5%
WHY TEST?Call-to-Action
5%1,000 Visitors50 Landing
Page Visitors
HOW?Run a CTA A/B Test
CALLS-TO-ACTION
• Design
• Text & Copy
• Page Placement
• Positioning
• Offer Type
What elements can you test?
WHY TEST?Thank You Pages
• Share buttons
• Follow up CTAs
• Layout
• Copy
• Offer delivery
THANK YOU PAGESWhat elements can you test?
KEY TAKEAWAYS AND RESOURCES.4
drive visitors to targeted offers to connect with and help them convert into leads.
CALLS-TO-ACTION
KEY TAKEAWAYS
offer the downloadable content and encourage actions that further the relationship.
THANK YOU PAGES
KEY TAKEAWAYS
to increase click-through-rate, shares and leads.
TEST
KEY TAKEAWAYS
1. Call-to-Action placement checklist:
http://academy.hubspot.com/Portals/137828/docs/call%20to%20action%20pl
acement%20checklist.pdf
2. 16 Ways To Simplify Your Prospects’ Decision Making
Process:http://blog.hubspot.com/blog/tabid/6307/bid/33375/16-Ways-to-
Simplify-Your-Prospects-Decision-Making-Process.aspx
3. Thank You page best practices: 5 Steps to Creating the All-Important Thank
You Page:http://academy.hubspot.com/blog/bid/109485/5-Steps-to-Creating-
the-All-Important-Thank-You-Page
RESOURCES
