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 La...
Lead Conversion is Critical Step

                              Target Market
Conversion is where we take
what we have spe...
The Mindset of the Visitor
•   Why are they there?
•   What do they want?
•   Does it make sense?
•   Does it look easy?
•...
Place Calls-to-Action on…
•   Website Homepage
•   PPC Ads
•   Email Blast
•   Blog Articles
•   Direct Mail

• Anywhere t...
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
•...
Action Oriented & Positive
Simple & Clear
Make It Pop
Link Both Text and Images
Link Both Text and Images
Link Both Text and Images




                  X
        X
Agenda
•   Calls to Action for Lead Conversion
•   Compelling Offers
•   Landing Page Layout & Design
•   Let’s Build a La...
How to Come up with Compelling Offers
•   WIIFM?
•   Free Trials Work
•   Try a “Kit”
•   Match Offer and Landing Page
•  ...
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 La...
Landing Page Tips
•   The blink test
•   Go naked
•   Graphics matter
•   Keep it simple
•   Keep it short
•   Mistakes to...
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?
                                               Yes, it goes on and on, my friends..




This ...
Keep It Short




   32%            53%
 Conversion     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 What to Do   Tell them Again!
Landing Page Best Practices: Quick Check List
• What is the Compelling Educational Offer?
    • Yes: Educational Download:...
Agenda
•   Calls to Action for Lead Conversion
•   Compelling Offers
•   Landing Page Layout & Design
•   Let’s Build a La...
What Will Your Compelling Offer Be?
• White Paper, eBook, Webinar?
• What Problem(s) Do You Solve for Your
  Customers? (P...
Let’s Build Your Landing Page
• Login to HubSpot
• Website    Landing Pages     Create New
• Walk through the landing page...
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 La...
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
                un...
Tracking & Analytics




PAGE NAME                       PAGE     SUBMISSIONS   CONVERSION RATE
                          ...
Tracking & Analytics
• http://www.hubspot.com/marketingprofstoday-may2008/?source=MPT05




    Referrer    Visitors     L...
Summary Tips
• Eliminate distractions
  • No other calls to action, maybe no navigation
• Show the benefit
  • Image of wh...
The End… (sorta)
Supplemental “How To” Slides
•   Uploading Logo
•   Making Logo Link to their Home Page
•   Hiding Other Pages on Portal
•...
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
•...
Tracking Results: Marketing Link Builder
• Settings    Marketing Link Builder
• OR click “GET URL” on Website      Landing...
Uploading the White Paper (EASY)…
•   Edit Form     Configure Form Actions
•   In Rich Text Box    Click “upload graphic” ...
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Lead Generation - Landing Page HubSpot May2009

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Lead Generation, Landing Pages, Calls to Action - Internet Marketing Workshop May2009 HubSpot Worcester

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Lead Generation - Landing Page HubSpot May2009

  1. 1. How to Generate Leads on Your Website: Compelling Offers, Landing Pages and Calls to Action
  2. 2. Agenda • Calls to Action for Lead Conversion • Compelling Offers • Landing Page Layout & Design • Let’s Build a Landing Page • Quick Case Study
  3. 3. Lead Conversion is Critical Step Target Market Conversion is where we take what we have spent time Website Visitors and money to get (visitors) and change it into something valuable to the Leads business (leads). A cost (website) Opportunities produces a benefit (leads). Customers Customers
  4. 4. 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?
  5. 5. Place Calls-to-Action on… • Website Homepage • PPC Ads • Email Blast • Blog Articles • Direct Mail • Anywhere that you want someone to do something…
  6. 6. Call to Action
  7. 7. Call to Action
  8. 8. 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
  9. 9. Action Oriented & Positive
  10. 10. Simple & Clear
  11. 11. Make It Pop
  12. 12. Link Both Text and Images
  13. 13. Link Both Text and Images
  14. 14. Link Both Text and Images X X
  15. 15. Agenda • Calls to Action for Lead Conversion • Compelling Offers • Landing Page Layout & Design • Let’s Build a Landing Page • Quick Case Study
  16. 16. 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?
  17. 17. Is the Offer Compelling? Likely to Convert?
  18. 18. Offer – WIIFM?
  19. 19. Free Trial
  20. 20. Try a “Kit”
  21. 21. Match Offer and Landing Page
  22. 22. Match Offer and Landing Page
  23. 23. Agenda • Calls to Action for Lead Conversion • Compelling Offers • Landing Page Layout & Design • Let’s Build a Landing Page • Quick Case Study
  24. 24. Landing Page Tips • The blink test • Go naked • Graphics matter • Keep it simple • Keep it short • Mistakes to avoid
  25. 25. The Blink Test
  26. 26. Go Naked
  27. 27. How Naked is up to you…
  28. 28. How Naked is up to you…
  29. 29. Graphics Matter
  30. 30. Keep It Simple
  31. 31. Keep It Short 32% Conversion
  32. 32. How Long Should the Form Be? Yes, it goes on and on, my friends.. This is the form that never ends… And they’ll continue Some customer building it forever started building just because…. it, now knowing it was too long… In general, longer forms = less leads! K.I.S.S. (Short, Stupid.)
  33. 33. Keep It Short 32% 53% Conversion Conversio n
  34. 34. Above the Fold, Please. Where’s the form Geoff?
  35. 35. Don’t Put Form Below the Fold
  36. 36. Don’t – Ask for Really Private Info
  37. 37. Don’t – Use a Clear / Cancel Button
  38. 38. Don’t Distract Your Visitors from the Goal… Navigation is a Distraction, Geoff….
  39. 39. Does it Tell the Visitor What To Do? Tell Them What to Do Tell them Again!
  40. 40. 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? • 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?
  41. 41. Agenda • Calls to Action for Lead Conversion • Compelling Offers • Landing Page Layout & Design • Let’s Build a Landing Page • Quick Case Study
  42. 42. 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)
  43. 43. Let’s Build Your Landing Page • Login to HubSpot • Website Landing Pages Create New • Walk through the landing page wizard.
  44. 44. Edit Form Fields
  45. 45. Manage Field Properties
  46. 46. Auto-Responder or Redirect
  47. 47. Configure Form Actions
  48. 48. Edit Landing Page
  49. 49. Page Properties for SEO
  50. 50. Where Will You Place Your Calls to Action? • Social Media • Blog • Home Page
  51. 51. Agenda • Calls to Action for Lead Conversion • Compelling Offers • Landing Page Layout & Design • Let’s Build a Landing Page • Quick Case Study
  52. 52. HubSpot Case Study • Ad in Marketing Profs Email • Call to Action • Offer • Landing Page • Tracking / Analysis
  53. 53. Offer & Landing Page
  54. 54. Call to Action & Offer • 0.2% Click Through Rate • Includes undelivered, blocke d, etc. • No opportunity to use text • CPM priced appropriately
  55. 55. Tracking & Analytics PAGE NAME PAGE SUBMISSIONS CONVERSION RATE VIEWS Blogging for Business Webinar 3803 2165 56.93%
  56. 56. Tracking & Analytics • http://www.hubspot.com/marketingprofstoday-may2008/?source=MPT05 Referrer Visitors Leads Conversion % [MPT05] 512 271 52.93%
  57. 57. Summary Tips • Eliminate distractions • No other calls to action, maybe no navigation • Show the benefit • Image of what they are getting • Build trust • Privacy policy, security if appropriate • Keep it simple • Short form, simple text, pictures • Test, measure, then test again
  58. 58. The End… (sorta)
  59. 59. 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
  60. 60. Upload Logo/Header Graphic (HARD)
  61. 61. Make Logo Link to Their Home Page
  62. 62. Hide Other Pages (Or Remove from Navigation)
  63. 63. Remove Content from Home Page
  64. 64. In Case They Want to Insert Stuff in Footer http://tinyurl.com/c23y29
  65. 65. Further Template Configuration for Design 1. Settings Template Configuration. 2. Custom.CSS Two Options: • Free Version • $1,000 Version.
  66. 66. 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
  67. 67. 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.
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