- first do a conversion audit. What are the current capture points of your site?- is it exceedingly clear what you want people to do next on your site?- do you have calls to action that lead into landing pages?photo credit: <a href="http://www.flickr.com/photos/ebbsphotography/4977357823/">Tim Ebbs</a> via <a href="http://photopin.com">photo pin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
- first do a conversion audit. What are the current capture points of your site?- is it exceedingly clear what you want people to do next on your site?- do you have calls to action that lead into landing pages?
photo credit: <a href="http://www.flickr.com/photos/johanlb/6136499644/">johanlb</a> via <a href="http://photopin.com">photo pin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
1. Gravity Forms - This is by far the best wordpress form plugin on the market. It's extremely easy to set up forms with a drag and drop interface, it has built in auto responder functionality built right into the plugin, and has a range of add-ons that allow you to integrate with third party services like paypal.2. Premise - This is a Landing page tool by the folks over at copyblogger. it allows you to quickly and easily set up landing pages and splash pages to convert visitors into leads.3. Contact Form 7 - This is a free plugin that will allow you to setup basic forms on your site.
1. Custom Widget Areas for WordPress- This plugin gives you the ability to create an unlimited amount of custom sidebars in your WordPress install. Once you create the sidebar, you can place whatever widgets or calls to action you would like in them and then toggle them on in a specific page or post.2. Widget Ninja - This plugin works slightly different than the custom widget areas plugin mentioned above. Widget Ninja gives you the option to add conditional logic into your existing sidebars on your site. For example: Show the top text widget only if this is the home page of my site.
Links for presentation:http://www.inboundnow.com/go/wordpress-marketing-guide/http://www.inboundnow.com/blog/
Everything Businesses need to know about turning your WordPress site into a lead generation machine
Everything You Need to Know About Turning Your WordPress Site into a House it Lead Generation Machine @DavidWells www.InboundNow.com Presentation at inboundnow.com/wordcamp 1
Content Offer SpectrumTop of Funnel Middle of Funnel Bottom of FunnelProspect knows there is a Prospect recognizes a need Prospect seeks solutions toproblem that needs to be for a solution like yours. their need; ready to buy.solved• Free whitepaper • Free webinars • Free trials• Free guides & tip- • Case Studies • Demossheets • Free Sample • Free Consultations• Free eBooks • FAQ sheet • Estimates or quotes• Free checklists • Product spec sheets • Coupons• Free videos • Catalogs• Free kits State of Mind of the Visitor Informational I want to talk to Stage sales now!
Call to Action Best Practices• Place the CTA above the fold• If a blog post, place a call to action into the bottom of the post, the width of the post• Be clear about what the offer is.• Have it stand out using contrasting colors• Most Important: Make it Contextually relevantTo the content on the page
How to Create Calls to Action?• Use PhotoShopLearn the basics of photoshop in 25 min at inboundnow.com/psOnce you have basics down PhotoShop skills, buy professionallydesigned buttons for $5 at Graphicriver.net• Or Hire a Designer• Easy Newbie way out = Upload image and use PicFont.com
Lightbox Popups Work Crazy WellDan Zarrella recently published some research on the topicshowing that his signup rate doubled with a lightbox popup.
Test Your Calls to Action for Effectiveness• Are visitors noticing and clicking through?• A/B Tests Your Calls to Actions• What to test? Start with Copy, button colors and button copyLearn the basics of AB testing with google’s website optimizer here: http://bit.ly/googlewo
What are you going to do with the converting visitors?• Set up a Lead Nurturing Drip Email Campaign• Follow up with relevant links and additional information• This creates a valuable reason for them to come back to your site
Recap1. Incoming traffic comes into a webpage2. They see a call to action that intrigues them or sparks something that relates to their immediate needs3. They click through the call to action into a landing page4. The landing page clearly and concisely reiterates what the call to action initially promised and has a simple lead capture form5. The unknown prospect fills out the form and you now have a web lead6. If it is a highly qualified lead follow up directly, otherwise drop them into a relevant lead nurturing email campaign7. The email campaigns bring repeat visitors and repeat leads8. Rinse and Repeat and Get Contextual
Recommended Plugins to use for Lead Capture:1. Gravity Formslink: www.Inboundnow.com/gforms2. Premiselink: www.Inboundnow.com/premise3. Contact Form 7link: www.Inboundnow.com/cf74. Any ESP like Mailchimp, constant contact, or aweber, etc has exportable forms.5. Recommended: Use Custom Post Types for Landing Pages that fit your site’s design