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How to Generate Leads on Your Website: Compelling Offers, Landing Pages and Calls to Action
Agenda
• Calls to Action for Lead Conversion
• Compelling Offers
• Landing Page Layout & Design
• Let’s Build a Landing Page
• Quick Case Study
Lead Conversion is Critical Step
Target Market
Website Visitors
Leads
Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to the Leads
Opportunities
Customers
something valuable to the business (leads).
A cost (website) produces a benefit (leads).
Customers
The Mindset of the Visitor
• Why are they there?
• What do they want?
• Does it make sense?
• Does it look easy?
• Do they trust you?
Place Calls-to-Action on…
• Website Homepage
• PPC Ads
• Email Blast
• Blog Articles
• Direct Mail
• Anywhere that you want someone to do something…
Call to Action
Call to Action
Call to Action Tips
• Action Oriented & Positive
• Try “click here” as part of it
• Simple & Clear
• Make it Pop
• Link Both Images and Text
• Targeted to Audience
Action Oriented & Positive
Simple & Clear
Make It Pop
Link Both Text and Images
Link Both Text and Images
Link Both Text and Images
XX
Agenda
• Calls to Action for Lead Conversion
• Compelling Offers
• Landing Page Layout & Design
• Let’s Build a Landing Page
• Quick Case Study
How to Come up with Compelling Offers
• WIIFM?
• Free Trials Work
• Try a “Kit”
• Match Offer and Landing Page
• Test, Test, Test
What Problem(s) Do You Solve for Your Customers?
Is the Offer Compelling? Likely to Convert?
Offer – WIIFM?
Free Trial
Try a “Kit”
Match Offer and Landing Page
Match Offer and Landing Page
Agenda
• Calls to Action for Lead Conversion
• Compelling Offers
• Landing Page Layout & Design
• Let’s Build a Landing Page
• Quick Case Study
Landing Page Tips
• The blink test
• Go naked
• Graphics matter
• Keep it simple
• Keep it short
• Mistakes to avoid
The Blink Test
Go Naked
How Naked is up to you…
How Naked is up to you…
Graphics Matter
Keep It Simple
Keep It Short
32% Conversion
How Long Should the Form Be?
This is the form that
never ends…
Yes, it goes on and on, my friends..
Some customer
started building
it, now knowing
it was too long…
And they’ll continue
building it forever
just because….
In general, longer forms = less leads! � K.I.S.S. (Short, Stupid.)
Keep It Short
32% Conversion
53% Conversio
n
Above the Fold, Please.
Where’s the form Geoff?
Don’t Put Form Below the Fold
Don’t – Ask for Really Private Info
Don’t – Use a Clear / Cancel Button
Don’t Distract Your Visitors from the Goal…
Navigation is a Distraction, Geoff….
Does it Tell the Visitor What To Do?
Tell them Again!Tell Them What to Do
Landing Page Best Practices: Quick Check List
• What is the Compelling Educational Offer?• Yes: Educational Download: Webinar, ebook, white paper.
Ask them “What problem are you solving for people?”
• No: Product information. Contact us. Demo Request.
• What’s the visual? Does it help?
• Is there text describing the free offer?• Is there text describing the free offer?
• Form above the fold?
• Does it use the words to instruct the user to complete the form?
• Navigation? Or No Navigation?
• How many form fields?
Agenda
• Calls to Action for Lead Conversion
• Compelling Offers
• Landing Page Layout & Design
• Let’s Build a Landing Page
• Quick Case Study
What Will Your Compelling Offer Be?
• White Paper, eBook, Webinar?
• What Problem(s) Do You Solve for Your Customers? (Pick one)
• How Do you Help them Solve it? (Pick one)
• Create a White Paper Topic by Starting with: “How to (insert verb) (insert adverb) with (insert your solution)”
• Everyone have an idea? (write the white paper later)
Let’s Build Your Landing Page
• Login to HubSpot
• Website � Landing Pages � Create New
• Walk through the landing page wizard.
Edit Form Fields
Manage Field Properties
Auto-Responder or Redirect
Configure Form Actions
Edit Landing Page
Page Properties for SEO
Where Will You Place Your Calls to Action?
• Social Media
• Blog
• Home Page
Agenda
• Calls to Action for Lead Conversion
• Compelling Offers
• Landing Page Layout & Design
• Let’s Build a Landing Page
• Quick Case Study
HubSpot Case Study
• Ad in Marketing Profs Email
• Call to Action
• Offer
• Landing Page
• Tracking / Analysis
Offer & Landing Page
Call to Action & Offer
• 0.2% Click Through Rate
• Includes undelivered, blocked, etc.
• No opportunity to use text
• CPM priced appropriately
Tracking & Analytics
PAGE NAME PAGE
VIEWS
SUBMISSIONS CONVERSION RATE
Blogging for Business Webinar 3803 2165 56.93%
Tracking & Analytics
• http://www.hubspot.com/marketingprofstoday-may2008/?source=MPT05
Referrer Visitors Leads Conversion %
[MPT05] 512 271 52.93%
Summary Tips
• Eliminate distractions
• No other calls to action, maybe no navigation
• Show the benefit
• Image of what they are getting
• Build trust• Build trust
• Privacy policy, security if appropriate
• Keep it simple
• Short form, simple text, pictures
• Test, measure, then test again
The End… (sorta)
Supplemental “How To” Slides
• Uploading Logo
• Making Logo Link to their Home Page
• Hiding Other Pages on Portal
• Remove other content from home page
• Inserting Stuff in Footer
• Template Configuration
• Tracking Results w/ Marketing Link Builder
• Uploading the White Paper
Upload Logo/Header Graphic (HARD)
Make Logo Link to Their Home Page
Hide Other Pages (Or Remove from Navigation)
Remove Content from Home Page
In Case They Want to Insert Stuff in Footer
http://tinyurl.com/c23y29
Further Template Configuration for Design
1. Settings � Template Configuration.
2. Custom.CSS
Two Options:
• Free Version• Free Version
• $1,000 Version.�
Tracking Results: Marketing Link Builder
• Settings � Marketing Link Builder
• OR click “GET URL” on Website � Landing Pages � Get URL
• http://success.hubspot.com/content-library/bid/7721/how-to-use-the-marketing-link-builder
Uploading the White Paper (EASY)…
• Edit Form � Configure Form Actions
• In Rich Text Box � Click “upload graphic” icon.
• Choose a document already uploaded or “upload a new one”
• Enter anchor text for the link to the document.
• Repeat this process for auto-response email, as well as thank you message presented on the screen. you message presented on the screen.