Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate

Always Be Testing 10 Tips for Improving Lead Conversion Rate Dan Zarrellla Viral Marketing Scientist @DanZarrella

Traditional Marketing (Outbound) 2

Marketing Today (Inbound) 3

How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 4

What Is Inbound Marketing? Process Website Visitors Tools Get Found Get F G t Found d • Publish • Content Mgmt • Promote • Blogging • Optimize • S i l M di Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Landing Pages • Target Convert C t • Email • Nurture • Lead Intelligence • Lead Mgmt g • Analytics Customers 5

Inbound Is Cheaper 6

Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee 7

Inbound Gives Leverage 8

One Way to Feed the Funnel Blogging SEO Social Media Email Pay-Per-Click Website Visitors Get Found Convert C t Customers 9

Definitions D fi iti What are you talking about?

Calls-to-Action 12

$$$ 13

Testing $$$ $$$$$$ 14

Create U C t Urgency Do it now.

START TODAY! WHILE SUPPLIES LAST LIMTED TIME OFFER 17

Use Numbers U N b 325 Reasons to Use Digits.

98% of People Love Numbers 1. Prices 2. Numbered lists 3. 3 Statistics 20

Specific Actions S ifi A ti Exactly what you should do.

Tell People Precisely What to Do • Click here • Sign up • Contact us • Tweet this 23

Images Show and tell.

Clickable C ll t A ti Cli k bl Calls-to-Action Make sure your visitors know where to aim.

Clickability Get Started Now 30

Use Color U C l Contrasts draw attention

Remember Positioning R b P iti i Where is as important as what.

Above the Fold is Best The Fold 39

Keep it Si l K Simple Seriously.

Shorter Forms are Better 32% Conversion 53% Conversion 42

Don’t Get T P D ’t G t Too Personal l Don’t expect too much on the first date.

Mind Y Mi d Your Metrics M ti Conversion rates are 90% of the battle.

Measure Your Performance PAGE NAME PAGE SUBMISSIONS CONVERSION RATE VIEWS Blogging for Business Webinar 3803 2165 56.93% 48

Performance by Campaign Referrer Visitors Leads Conversion % Newsletter #3 512 271 52.93% 49

Bonus Ti Action.Grader.com B Tip: A ti G d Self-Learning Call to Action Optimization

You’re Welcome Welcome.

http://action.grader.com htt // ti d

Who’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1400+ customers 85+ employees 1400 customers, 85 56

What HubSpot Software Does 57

HubSpot Customers’ Proven ROI Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads g p www.HubSpot.com/ROI 58

Thank You! Software: www.HubSpot.com/Trial Community: www.InboundMarketing.com Free Tools: www.Grader.com Dan Zarrella Marketing Manager @HubSpot @H bSpot Twitter: @DanZarrella

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Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate

by HubSpot All-in-one Marketing Software on Jul 24, 2009

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Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate — Presentation Transcript