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Optimizing Landing Pages for Lead Generation and Conversion Webinar Slides HubSpot

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The landing page is arguably the most important part of any lead generation campaign. Most companies spend a lot of time and money attracting quality traffic to their site - but fail to convert most …

The landing page is arguably the most important part of any lead generation campaign. Most companies spend a lot of time and money attracting quality traffic to their site - but fail to convert most of their site visitors into leads. Done right, landing pages fill the top of a company's sales funnel. But, there is a lot that goes into launching a successful landing page: relevant offers, compelling calls-to-action and page layout - to name a few.

This webinar will teach you what you need to know to maximize the quantity and quality of leads generated from your online marketing efforts by creating landing pages that turn website visitors into leads.

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  • 1. Optimizing Landing Pages f L d O i i i L di P for Lead Generation & Conversion www.HubSpot.com With Mike Volpe and Prashant Kaw
  • 2. Welcome! Mike Volpe VP I b Inbound M k ti d Marketing LinkedIn: http://www.linkedin.com/in/mikevolpe Twitter: @mvolpe Prashant Kaw Inbound Marketing Manager LinkedIn: http://www.linkedin.com/in/prashantkaw Twitter: @prashantkaw
  • 3. Agenda • Inbound Marketing • Con ersion Conversion • Offers • Layout & Design • Case Study
  • 4. Outbound Marketing
  • 5. Outbound Marketing 800-555-1234 Annoying Salesperson
  • 6. Inbound Marketing Blog g SEO Social Media
  • 7. Rethinking Marketing Outbound Marketing • Telemarketing • Trade shows • Direct mail • Email blasts • Print ads • TV/radio ads Interruption
  • 8. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  • 9. HubSpot Inbound Marketing System Content SEO Management Blog • Software Landing Social Pages Media • Support + Expertise Lead Intelligence • $250 or $500 / month CRM (Salesforce.com  or other) • No IT Required
  • 10. Agenda • Inbound Marketing & the New Rules • Con ersion Conversion • Offers • Layout & Design • Case Study
  • 11. Lead Conversion is Critical Step Target M k t T t Market Conversion is where we take what we have spent time Website Visitors and money t get (visitors) d to t ( i it ) and change it into something valuable to Leads marketing (leads). a et g ( eads) A cost becomes a benefit. Opportunities Customers Customers
  • 12. The Mindset of the Visitor • Why are they there? • What do the want? they ant? • Does it make sense? • Does it look easy? • Do they trust you?
  • 13. Conversion Takes Place… • Website Homepage • PPC Ads • Email Blast • Blog Articles • Inside Software • Direct Mail • Anywhere that you want someone to do something…
  • 14. Call to Action
  • 15. Call to Action
  • 16. Call to Action Tips • Action Oriented & Positive • Try “click here” as part of it click here • Simple & Clear • Make it Pop • Link Both Images and Text g • Targeted to Audience
  • 17. Action Oriented & Positive
  • 18. Simple & Clear
  • 19. Make It Pop
  • 20. Link Both Text and Images
  • 21. Link Both Text and Images
  • 22. Link Both Text and Images X X
  • 23. Agenda • Inbound Marketing & the New Rules • Con ersion Conversion • Offers • Layout & Design • Measurement & Testing
  • 24. Offers • WIIFM? • Free Trials Work • Try a “Kit” • Match Offer and Landing Page • Test, Test, Test
  • 25. Offer – WIIFM?
  • 26. Free Trial
  • 27. Try a “Kit”
  • 28. Match Offer and Landing Page
  • 29. Match Offer and Landing Page
  • 30. Agenda • Inbound Marketing & the New Rules • Con ersion Conversion • Offers • Layout & Design • Measurement & Testing
  • 31. Landing Page Tips • The blink test • Go naked • Graphics matter • Keep it simple • Keep it short • Mistakes to avoid
  • 32. The Blink Test
  • 33. Go Naked
  • 34. How Naked is up to you…
  • 35. How Naked is up to you…
  • 36. Graphics Matter
  • 37. Keep It Simple
  • 38. Keep It Short 32% Conversion
  • 39. Keep It Short 32% 53% Conversion Conversio n
  • 40. Don’t Put Form Below the Fold
  • 41. Don’t – Ask for Really Private Info
  • 42. Don’t – Use a Clear / Cancel Button
  • 43. Agenda • Inbound Marketing & the New Rules • Con ersion Conversion • Offers • Layout & Design • Case Study
  • 44. HubSpot Case Study • Ad in Marketing Profs Email • Call to Action • Offer • Landing Page • Tracking / Analysis
  • 45. Call to Action & Offer • 0.2% Click Through Rate • Includes undelivered,, blocked, etc. • No opportunity to use text • CPM priced appropriately
  • 46. Offer & Landing Page
  • 47. Edit Landing Page
  • 48. Page Properties for SEO
  • 49. Edit Page Side Bar
  • 50. Edit Page Body
  • 51. Offer & Landing Page
  • 52. Offer & Landing Page
  • 53. Edit Form Fields
  • 54. Manage Field Properties
  • 55. Auto-Responder or Redirect
  • 56. Configure Form Actions
  • 57. Tracking & Analytics PAGE NAME PAGE  SUBMISSIONS CONVERSION RATE VIEWS Blogging for Business Webinar 3803 2165 56.93%
  • 58. Tracking & Analytics • http://www.hubspot.com/marketingprofstoday-may2008/?source=MPT05 Referrer Visitors Leads Conversion % [MPT05] 512 271 52.93%
  • 59. Leads and Lead Grade
  • 60. Lead Details
  • 61. Forms Submitted
  • 62. Forms Submitted
  • 63. Connect to SFDC
  • 64. Lead Intelligence in SFDC
  • 65. Conversion Tracking
  • 66. Funnel Visualization
  • 67. Summary Tips • Eliminate distractions • No other calls to action maybe no navigation action, • Show the benefit • Image of what they are getting • Build trust • Privacy policy, security if appropriate • Keep it simple p p • Short form, simple text, pictures • Test measure then test again Test, measure,
  • 68. Thank You! To get started: 1-800-482-0382 ext. 1 http://www.hubspot.com/demo http://www hubspot com/demo Mike Volpe VP Inbound Marketing LinkedIn: http://www.linkedin.com/in/mikevolpe Twitter: @mvolpe Prashant Kaw Inbound Marketing Manager LinkedIn: http://www.linkedin.com/in/prashantkaw Twitter: @prashantkaw

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