Des Moines HUG leaders Brian Wajda and Jodi Roberts cover the HubSpot Landing Page & CTA tools along with best practices for high conversions as an overall marketing strategy and how to track, measure and repeat using Campaigns.
5. Start with a Plan
Sample Sally
BACKGROUND:
• Head of Human Resources
• Worked at the same company for 10 years;
worked her way up from HR Associate
• Married with 2 children (10 and 8)
DEMOGRAPHICS:
• Skews female
• Age 30-45
• Dual HH Income: $140,000
• Suburban
IDENTIFIERS:
• Calm demeanor
• Probably has an assistant screening calls
• Asks to receive collateral mailed/printed
9. Building the Conversion Path
What is a Conversion Path?
1. Call to Action (CTA)
2. Forms
3. Landing Page
4. Thank You Page
10. Building the Conversion Path
Calls to Action (CTAs)
Blog Post: How to Avoid "Banner Blindness" with Your CTAs
PRO TIP: Think outside the box with CTAs - SparkReaction Site
12. Building the Conversion Path
Best Practices for Calls to Action:
Match the CTA with the headline of the landing page – Offer a congruent
experience for the reader
Tell the reader what to do – Download Our Ebook, Request a Demo
Use pictures: cover of the content offer, picture that relates – Remember
blink test!
Place your CTAs on pages that match your reader’s needs (e.g. case studies on a
pricing page) - Use the buyer’s journey to determine where to place CTAs
Give the visitor a reason to click on your CTA - Use fear & doubt to
attract click through
13. Building the Conversion Path
What to consider when setting up your Forms.
1. Ask questions to qualify your leads
2. Ask questions that bucket your contacts into personas.
3. Ask questions to know more about the contact's situation
The 4 Critical Components
1. Positioning - the location of your form on your landing page is critical. Draw the attention to
the form immediately by ensuring it is above the fold
2. Length - the length of the form should reflect the value of the offer or your goals. You don't
want to give away valuable content without getting something valuable in return.
3. Fields - ask for general contact information, but also ask qualifying questions.
4. Submit button - generic "submit" text on a form's submit button doesn't perform as well as
more actionable terms such as "Go," "Download," or "Register."
15. Building the Conversion Path
Best Practices for Forms:
You should make sure your form appears above the fold, or in other words, that the
viewer does not have to scroll down the page in order to see it.
Shorter forms usually result in more leads, and longer forms will result in fewer, but
higher quality leads.
Try as early as possible to identify the persona
When you’re deciding which fields and questions to include on your form, remember
that you should only be asking for information that is essential to be able to contact
and qualify them.
17. Building the Conversion Path
Best Practices for Landing Pages:
Create a clear, compelling header so the visitor understands the purpose of the page
– Remember the blink test!
Use a sub-header to promote the benefit of the offer
Relate to the problem or issue you are solving for in the top paragraph.
Build the reader’s interest!
Use bullet points to highlight items the reader will take away – Use numbers &
“How to” lines
Provide a wrap up sentence to build urgency for the reader – Play
on the readers fears or problems
Include an Image on the page. PRO TIP: Use the cover of the offer
18. Building the Conversion Path
Thank You Pages
*Do
not
give
people
too
many
options.
(Remember
the
banner
blindness?)
19. Building the Conversion Path
Best Practices for Thank You Pages:
Be sure the download link stands out and is very easy to find – Think Blink Test!
Consider the next step you want the lead to take – remember the buyers journey
Create the TY Pages in Site Pages, Not Landing Pages - You do not
need the conversion metrics from the landing page section.
Provide next path for the lead – Spoon feed the path for the lead
Make sure to return the navigation to the Thank You Page
23. Track, Edit and Repeat
Ask Questions…
• Which emails did the best at bringing people into the campaign?
• Which offers were most popular?
• What blog topics generated the most leads?
• How did PPC do compared to social?
• What channels were most effective in this campaign?
• Are these outliers or trends?
24. Track, Edit and Repeat
Ask Critical Questions…
• Do we really know our personas?
• Do we do a good enough job targeting our personas?
• Are the landing pages compelling enough?
• Is the content we offer valuable?
• What has worked? (Don’t forget to look at the positives!)
