0
PERFECTING THE
CONVERSION PROCESS.
Inbound Certification Class #7
#INBOUND
AGENDA
1  Why the conversion process is so critical
2  How to convert the right visitors into leads
3  Calls-to-action and...
WHY THE CONVERSION
PROCESS IS SO CRITICAL.1
It is how you get leads!
Turn an
anonymous visitor…
… into a lead
(a real person).
As a marketer, you need to build
conversion paths.
FLICKR USER BLAVANDMASTER
Landing PageCall-to-Action
(CTA)
Thank You
Page
Three Building Blocks
for a Successful Conversion Path
CALL-TO-ACTION
(CTA)
LANDING
PAGE
THANK YOU
PAGE
2 31
Landing PageCall-to-Action (CTA) Thank You Page
Conversion path in action.
HOW TO CONVERT
THE RIGHT VISITORS
INTO LEADS.2
Your goal is to attract your buyer persona
and guide them to the sale.
Use your conversion
paths to guide
visitors through the
Buyer’s Journey.
The Buyer's Journey is the active research
proces...
1  Call-to-Action
2  Landing Page
3  Thank You Page
1  Call-to-Action
2  Landing Page
3  Thank You Page
1  Call-to-Action
...
WHAT CAN YOU OFFER AT EACH STAGE OF
THE BUYER’S JORNEY?
Your buyer persona needs to
learn different information at
each sta...
DEFINITION OF A
CALL-TO-ACTION (CTA)
A button or image placed on pages with the sole purpose of driving
visitors to your l...
You need CTAs to get their attention.
All CTAs must be relevant
to the content where they live.
For example …
Should you use
this CTA on this post?
For example …
For example …
Or this CTA on
this post?
Align your calls-to-action with the
content’s topic.
The second option aligns with the SEO
topic of the blog post.
This al...
Once a visitor clicks
on a Call-to-Action...
they’ll be linked to a
Landing Page.
Once that visitor submits a
form on the Landing Page...
they’ll be taken to a
Thank you page.
DEFINITION OF A
THANK YOU PAGE
This is where the content introduced by the call-to-action and landing page is
finally deliv...
2 31
Landing PageCall-to-Action (CTA) Thank You Page
Put it all together.
CALLS-TO-ACTION
AND THANK YOU
PAGE EXAMPLES.
3
Make your copy action-oriented.
Encourage click with clear, direct words. Brevity is key.
Make sure to use strong on-page ...
Make your copy action-oriented.
Encourage click with clear, direct words. Brevity is key.
Make sure to use strong on-page ...
Make your copy action-oriented.
Encourage click with clear, direct words. Brevity is key.
Make sure to use strong on-page ...
Make your copy action-oriented.
Encourage click with clear, direct words. Brevity is key.
Make sure to use strong on-page ...
Make your copy action-oriented.
Encourage click with clear, direct words. Brevity is key.
Make sure to use strong on-page ...
PAWNTIQUE
An upscale, boutique,
online pawn shop that
provides short term
collateral loans.
GARDEN MEDIA GROUP
A public re...
INVOIP – HOSTED VOIP
A hosted phone system
for small business.
CALL-TO-ACTION EXAMPLES
Aligned to Buyer’s Journey
AWARENESS STAGE
Uses educational content
to attract new leads.
CONSIDERATION STAGE
Guides leads...
1,000 Visitors
10 Landing
Page Visitors1%
OPTIMIZE YOUR CALLS-TO-ACTION
to get more value from your CTAs.
OPTIMIZE YOUR CALLS-TO-ACTION
to get more value from your CTAs.
OPTIMIZE YOUR CALLS-TO-ACTION
to get more value from your ...
•  Design
•  Text & Copy
•  Page Placement
•  Positioning
•  Offer Type
Elements to Test:
OPTIMIZE CTAs BY RUNNING A/B TESTS
How to A/B Test
Use an A/B Testing tool that will
show your two CTA variations
equally to all visitors who come
to your pa...
Deliver the offer.
Make sure it’s easy to receive the offer you promised.
Include social networking options.
Help your conte...
Deliver the offer.
Make sure it’s easy to receive the offer you promised.
Include social networking options.
Help your conte...
Deliver the offer.
Make sure it’s easy to receive the offer you promised.
Include social networking options.
Help your conte...
Deliver the offer.
Make sure it’s easy to receive the offer you promised.
Include social networking options.
Help your conte...
Make sure all of your thank you pages
include all three elements.
Buyer’s
Journey
Social
Sharing
Deliver
Content
THANK YOU PAGE EXAMPLES
Buyer’s
Journey
Social
Sharing
Deliver
Content
THANK YOU PAGE EXAMPLES
2
Landing
Page
1
Call-to-Action
(CTA)
3
Thank You
Page
Next
Buyer’s
Journey
Stage
4
New
Call-to-Action
THANK YOU PAGE EXAM...
KEY TAKEAWAYS
AND RESOURCES.4
drive visitors to targeted offers to connect
with and help them convert into leads.
CALLS-TO-ACTION.
KEY TAKEAWAYS
offer the downloadable content and
encourage actions that further the
relationship.
THANK YOU PAGES.
KEY TAKEAWAYS
guide your leads through the buyer’s journey.
CONVERSION PATHS.
KEY TAKEAWAYS
1  Call-to-Action placement checklist [downloadable
checklist]
2  16 Ways To Simplify Your Prospects’ Decision Making
Proc...
Perfecting the Conversion Process
Perfecting the Conversion Process
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Perfecting the Conversion Process

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The conversion experience revolves around your landing page bookends. How does someone find your landing page, and then where do you take him or her after having filled out the form? Thinking through this A to B to C process (and learning how to test it the right way) will position you to convert quality leads for your business.

This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification

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  • Twitter hashtag
  • Want does this person like, care about, what does he want to learn?
  • photo credit: <a href="http://www.flickr.com/photos/blavandmaster/8608417553/">blavandmaster</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
  • Page with a formForm collects visitor informationWhen prospect submits form, they officially become a lead
  • Deliver offerBuild good willEncourage follow up conversion
  • AUDIENCE ENGAGEMENT OPPORTUNITY: “What is something you can offer your buyer persona that might catch their attention when theyre on your website? Take a moment to think about it and write it down.”
  • AUDIENCE ENGAGEMENT OPPORTUNITY: Good! Now it’s up to you to place calls-to-action appropriately throughout your marketing to promote your best offers.
  • AUDIENCE ENGAGEMENT OPPORTUNITY: “Now, taking that CTA you sketched a moment ago, think of 4 different places on your website that you could add that CTA. Where do you think it would make the most sense?”
  • NO PUNCTUATION
  • NO PUNCTUATION
  • NO PUNCTUATION
  • NO PUNCTUATION
  • NO PUNCTUATION
  • Let’s look at a few examples:
  • AUDIENCE ENGAGEMENT OPPORTUNITY: “Think of 3 things you will want to test on your CTA or on your TYP when it goes live. (Or if you have one now, what could you test to improve its conversion?)”
  • AUDIENCE ENGAGEMENT OPPORTUNITY: “Think of 3 things you will want to test on your CTA or on your TYP when it goes live. (Or if you have one now, what could you test to improve its conversion?)”
  • NO PUNCTUATION
  • NO PUNCTUATION
  • NO PUNCTUATION
  • NO PUNCTUATION
  • Transcript of "Perfecting the Conversion Process"

    1. 1. PERFECTING THE CONVERSION PROCESS. Inbound Certification Class #7
    2. 2. #INBOUND
    3. 3. AGENDA 1  Why the conversion process is so critical 2  How to convert the right visitors into leads 3  Calls-to-action and thank you page examples 4  Key takeaways and resources
    4. 4. WHY THE CONVERSION PROCESS IS SO CRITICAL.1
    5. 5. It is how you get leads!
    6. 6. Turn an anonymous visitor…
    7. 7. … into a lead (a real person).
    8. 8. As a marketer, you need to build conversion paths. FLICKR USER BLAVANDMASTER
    9. 9. Landing PageCall-to-Action (CTA) Thank You Page Three Building Blocks for a Successful Conversion Path
    10. 10. CALL-TO-ACTION (CTA)
    11. 11. LANDING PAGE
    12. 12. THANK YOU PAGE
    13. 13. 2 31 Landing PageCall-to-Action (CTA) Thank You Page Conversion path in action.
    14. 14. HOW TO CONVERT THE RIGHT VISITORS INTO LEADS.2
    15. 15. Your goal is to attract your buyer persona and guide them to the sale.
    16. 16. Use your conversion paths to guide visitors through the Buyer’s Journey. The Buyer's Journey is the active research process a potential buyer experiences leading up to a purchase. Awareness Consideration Decision
    17. 17. 1  Call-to-Action 2  Landing Page 3  Thank You Page 1  Call-to-Action 2  Landing Page 3  Thank You Page 1  Call-to-Action 2  Landing Page 3  Thank You Page Awareness Consideration Decision CONVERSION PATHS AND THE BUYER’S JOURNEY
    18. 18. WHAT CAN YOU OFFER AT EACH STAGE OF THE BUYER’S JORNEY? Your buyer persona needs to learn different information at each stage in order to progress through the buyer’s journey. Use a new CTA at each stage to guide him to an offer that has that information.
    19. 19. DEFINITION OF A CALL-TO-ACTION (CTA) A button or image placed on pages with the sole purpose of driving visitors to your landing page.
    20. 20. You need CTAs to get their attention.
    21. 21. All CTAs must be relevant to the content where they live.
    22. 22. For example …
    23. 23. Should you use this CTA on this post? For example …
    24. 24. For example … Or this CTA on this post?
    25. 25. Align your calls-to-action with the content’s topic. The second option aligns with the SEO topic of the blog post. This alignment will increase CTA conversion. If a person was attracted to your blog by the SEO topic, most likely he will also be attracted to the related CTA.
    26. 26. Once a visitor clicks on a Call-to-Action... they’ll be linked to a Landing Page.
    27. 27. Once that visitor submits a form on the Landing Page... they’ll be taken to a Thank you page.
    28. 28. DEFINITION OF A THANK YOU PAGE This is where the content introduced by the call-to-action and landing page is finally delivered to the visitor who, after submitting a form, is now a lead.
    29. 29. 2 31 Landing PageCall-to-Action (CTA) Thank You Page Put it all together.
    30. 30. CALLS-TO-ACTION AND THANK YOU PAGE EXAMPLES. 3
    31. 31. Make your copy action-oriented. Encourage click with clear, direct words. Brevity is key. Make sure to use strong on-page placement. Don’t place CTAs below the fold! Make them easy to notice. Test! Test! Test some more! Improve CTA conversion by trying new elements. Use an attention-grabbing design. Make your CTAs stand out on your site. Try contrasting colors. CALLS-TO-ACTION BEST PRACTICES
    32. 32. Make your copy action-oriented. Encourage click with clear, direct words. Brevity is key. Make sure to use strong on-page placement. Don’t place CTAs below the fold! Make them easy to notice. Test! Test! Test some more! Improve CTA conversion by trying new elements. Use an attention-grabbing design. Make your CTAs stand out on your site. Try contrasting colors. CALLS-TO-ACTION BEST PRACTICES
    33. 33. Make your copy action-oriented. Encourage click with clear, direct words. Brevity is key. Make sure to use strong on-page placement. Don’t place CTAs below the fold! Make them easy to notice. Test! Test! Test some more! Improve CTA conversion by trying new elements. Use an attention-grabbing design. Make your CTAs stand out on your site. Try contrasting colors. CALLS-TO-ACTION BEST PRACTICES
    34. 34. Make your copy action-oriented. Encourage click with clear, direct words. Brevity is key. Make sure to use strong on-page placement. Don’t place CTAs below the fold! Make them easy to notice. Test! Test! Test some more! Improve CTA conversion by trying new elements. Use an attention-grabbing design. Make your CTAs stand out on your site. Try contrasting colors. CALLS-TO-ACTION BEST PRACTICES
    35. 35. Make your copy action-oriented. Encourage click with clear, direct words. Brevity is key. Make sure to use strong on-page placement. Don’t place CTAs below the fold! Make them easy to notice. Test! Test! Test some more! Improve CTA conversion by trying new elements. CALLS-TO-ACTION BEST PRACTICES Use an attention-grabbing design. Make your CTAs stand out on your site. Try contrasting colors.
    36. 36. PAWNTIQUE An upscale, boutique, online pawn shop that provides short term collateral loans. GARDEN MEDIA GROUP A public relations firm in the home and garden industry. CALL-TO-ACTION EXAMPLES
    37. 37. INVOIP – HOSTED VOIP A hosted phone system for small business. CALL-TO-ACTION EXAMPLES
    38. 38. Aligned to Buyer’s Journey AWARENESS STAGE Uses educational content to attract new leads. CONSIDERATION STAGE Guides leads to learn more about product/service value. DECISION STAGE Encourages leads to talk to sales and make a decision. CALL-TO-ACTION EXAMPLES
    39. 39. 1,000 Visitors 10 Landing Page Visitors1% OPTIMIZE YOUR CALLS-TO-ACTION to get more value from your CTAs.
    40. 40. OPTIMIZE YOUR CALLS-TO-ACTION to get more value from your CTAs. OPTIMIZE YOUR CALLS-TO-ACTION to get more value from your CTAs. 1,000 Visitors 100 Landing Page Visitors10%
    41. 41. •  Design •  Text & Copy •  Page Placement •  Positioning •  Offer Type Elements to Test: OPTIMIZE CTAs BY RUNNING A/B TESTS
    42. 42. How to A/B Test Use an A/B Testing tool that will show your two CTA variations equally to all visitors who come to your page. The call-to-action with the higher click-through rate (CTR) is your better version! OPTIMIZE CTAs BY RUNNING A/B TESTS
    43. 43. Deliver the offer. Make sure it’s easy to receive the offer you promised. Include social networking options. Help your content get additional reach. THANK YOU PAGE BEST PRACTICES Guide them further through the buyer’s journey. Encourage leads to the next stage with a new CTA
    44. 44. Deliver the offer. Make sure it’s easy to receive the offer you promised. Include social networking options. Help your content get additional reach. THANK YOU PAGE BEST PRACTICES Guide them further through the buyer’s journey. Encourage leads to the next stage with a new CTA
    45. 45. Deliver the offer. Make sure it’s easy to receive the offer you promised. Include social networking options. Help your content get additional reach. THANK YOU PAGE BEST PRACTICES Guide them further through the buyer’s journey. Encourage leads to the next stage with a new CTA
    46. 46. Deliver the offer. Make sure it’s easy to receive the offer you promised. Include social networking options. Help your content get additional reach. THANK YOU PAGE BEST PRACTICES Guide them further through the buyer’s journey. Encourage leads to the next stage with a new CTA
    47. 47. Make sure all of your thank you pages include all three elements.
    48. 48. Buyer’s Journey Social Sharing Deliver Content THANK YOU PAGE EXAMPLES
    49. 49. Buyer’s Journey Social Sharing Deliver Content THANK YOU PAGE EXAMPLES
    50. 50. 2 Landing Page 1 Call-to-Action (CTA) 3 Thank You Page Next Buyer’s Journey Stage 4 New Call-to-Action THANK YOU PAGE EXAMPLES
    51. 51. KEY TAKEAWAYS AND RESOURCES.4
    52. 52. drive visitors to targeted offers to connect with and help them convert into leads. CALLS-TO-ACTION. KEY TAKEAWAYS
    53. 53. offer the downloadable content and encourage actions that further the relationship. THANK YOU PAGES. KEY TAKEAWAYS
    54. 54. guide your leads through the buyer’s journey. CONVERSION PATHS. KEY TAKEAWAYS
    55. 55. 1  Call-to-Action placement checklist [downloadable checklist] 2  16 Ways To Simplify Your Prospects’ Decision Making Process [blog post] 3  Thank You page best practices: 5 Steps to Creating the All-Important Thank You Page [blog post] RESOURCES
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