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Optimizing Landing Pages for Lead Generation and Conversion Webinar Slides HubSpot

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    Optimizing Landing Pages for Lead Generation and Conversion Webinar Slides HubSpot - Presentation Transcript

    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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