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.

Bad

Good

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

33

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.

45

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