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If you’d like to generate more leads for your sales team (and who wouldn’t?), the best place to start is by improving the user experience on your website and landing pages. In this Capterra presentation, you'll learn: 1. How to convert more of your website visitors into leads 2. Common obstacles that prevent prospects from completing your forms 3. Quick fixes you can make to your landing pages today to increase conversions
Citation preview
THREE
Basic
Elem
entsof a
Goal of Your Software Website or Landing
Page
Goal of Your Software Website or Landing
PageGenerateSales Leads
Goal of Your Software Website or Landing
PageGenerateSales Leads
Cost of
Leads
Understanding the Steps of Inbound Marketing to Generate Leads
ATTRACTthe right
web visitors
Educateprospects through
design and contentMotivate
with a compelling and
prominent offer
Understanding the Steps of Inbound Marketing to Generate Leads
Convertinto leads
when visitors fill out a
short form
Understanding the Steps of Inbound Marketing to Generate Leads
Only have a few seconds… to capture
attention before your visitor leaves your
website.
http://uxmag.com/articles/eye-tracking-the-best-way-to-test-rich-app-usability
Only have a few seconds… for visitors to
understand exactly what
you do.
http://uxmag.com/articles/eye-tracking-the-best-way-to-test-rich-app-usability
for visitors to gauge effort in learning benefits and offer options to take action.
Only have a few seconds… for visitors to
understand exactly what
you do.for visitors to gauge effort in learning benefits and offer options to take action.
http://uxmag.com/articles/eye-tracking-the-best-way-to-test-rich-app-usability
The eye tracking image shows how design and copy help this process
Using Anatomy of a Landing Page to Break Down the Three Basic Elements
Using Anatomy of a Landing Page to Break Down the Three Basic Elements
This includes:
Strong Value Proposition so prospects know immediately what you offer
First Element is great content!
Using Anatomy of a Landing Page to Break Down the Three Basic Elements
This includes:
Quality benefits-focused copy in bulleted format or blocked text for ease of reading
First Element is great content!
Using Anatomy of a Landing Page to Break Down the Three Basic Elements
This includes:
Testimonial to add credibility
Relevant image or video to help quickly teach about solution
First Element is great content!
Using Anatomy of a Landing Page to Break Down the Three Basic Elements
This includes:A primary offer like Get Demo or Free Trial pulled out as a button with contrasting color.
Possible secondary offer such as whitepapers
Second Element is a Call to Action!
Great Example
http://myvr.com/
Value Proposition
Strong Offer/ CTA
Testimonial
Signup for Free Account Today!
View Demo Video
Calls to Action• Must be compelling!• Use buttons• Change to bright or
contrasting colors• Have clarity• Across offer to
form copy• Across ad to
website copy• Differentiate
primary versus secondary offers
Start Free 30 Day
Trial GET FREE DEMO
Download Whitepaper
See Online Demo
Calls to Action• Address the
stage the buyer is in (typically some offers are better for early stage buyers and others work well for later stage prospects)
• Connect to a short form
Third Basic Element: The Forma good example
• Keep it short (up to 4-6 fields)
• Use a good size on fields
• Remove distractions
• Reinforce offer on submit button
• Align fields for ease of fill out
• Be aware of the fold
• No reset / cancel buttons!
• Be careful of captchas
http://www.activecampaign.com/
Third Basic Element: The Forma good example
• Send to a success/completion page• Outline next
steps for the prospect
• Lets prospect know form submitted properly
• Allows you to easily setup tracking on completion actions
• Have additional nurturing resources
THANK YOU!We will contact you shortly to setup a free demo of this product. In the meantime, view our online video or our faqs section.
We look forward to connecting soon.
?
The Formwhat not to do
• Optional fields still count
• Pitfalls of combining 2 steps is reducing the number of quality leads that convert
• Watch abandon rate
• Need more data? – collect in separate steps
More on Copy: Testimonials
• Builds buyer trust• Provides credibility to
features• Helps increase clicks on
offer buttons
Tips on what to include:• Picture• First and Last name• Position• Company• Quotation marks• Gathering from third-
party sources such as LinkedIn
http://moz.com/
Ways to Create Emphasis
Calculating Conversion Impact
Calculating Conversion Impact
More Business!
Difference of 10 customers
Landing Page Tool
• Unbounce @ www.unbounce.com• Free 30 Day Trial• Free Templates• Get leads now and don’t wait for full
website changes
Takeaways on Three Basic Elements of a Lead Generating
Website
1. Content
2. Offers
3. Short Form
Questions / Feedback
Is Your Software Website Not Converting?
Get Free Website Consult
