Top Tips for Conversion Optimization  Jason Wells, CEO, ContactPoint
Conversion Rate The most critical statistic in marketing  because it is directly tied to profits The % of people that do...
What is a ‘Good’ Conversion Rate? There is no correct answer. It depends  on a variety of factors.   The Offer…        ...
What is a ‘Good’ Conversion Rate?                           PPC                           -   Median – 3.5%               ...
What is a ‘Good’ Conversion Rate?                           Organic                           -   Median – 4.0%           ...
Conversion Rate: A Funnel Perspective                  Awareness                   Evaluation                  Engagement ...
Conversion Rate: A Funnel PerspectiveHigh Landing Page   Conversion                        Marketing Qualified Leads      ...
Conversion Rate: The ProcessMarketing Qualified Leads-   Blog Subscriptions-   Newsletter Registrations                   ...
Conversion Rate: The ProcessSort of Sales Ready Leads-    Webinar Registrations-    White Paper Registrations             ...
Conversion Rate: The Thank You Page ‘Thank you’ or  ‘Confirmation’ page with  form rather than a button  increases conver...
Conversion Rate: The ProcessSales Ready Leads-     Meeting Requests-     Demo Requests-     Free Trial-     Inbound Phone ...
Conversion Rate: Things to Remember• The more touches (Thank You Pages, Forms, Retreat Offers)  you have, the higher your ...
Comprehensive Conversion Rate• A comprehensive conversion rate  includes much more than the % of  people that completed a ...
Landing Page Conversion Optimization• Only 20% of people view landing page  content below the fold. (Source: Search Engine...
Landing Page Conversion Optimization 1. Goal     •   Are you trying to produce demo sign-ups? White         Paper downloa...
Landing Page Conversion Optimization 4. Call-to-Action     •   Make it crystal clear – What do you want the visitor      ...
Landing Page Conversion Optimization Random Tips and Stats   Forms on the left side of the page have a 5% to 10%    lowe...
Landing Page Conversion Optimization Random Tips and Stats   Adding an arrow increases    conversion rates by up to 20% ...
Landing Page Conversion Optimization• Testing…testing…   • Mozilla Firefox      • Changed call-to-action from ‘Try        ...
Website Conversion Optimization• Think of your entire website as a landing  page   • Front page, secondary pages, articles...
Website Conversion Optimization• Hubspot has a total  of 67 Free Trial or  Demo Buttons (that  I could count on the  front...
Adwords & Call Extensions• Marketo has a  Demo and Free  Trial tab on every  single page on their  site (that I could  fin...
Comprehensive Conversion Rate – Phone Calls• Phone Calls are High Value Leads   • Only 2% - 8% of web leads are ready to b...
Phone Calls• Test-Phone Conversion Rates                    Close Ratio By Month    Several hundred phone calls over 5 mo...
Dynamic Number Insertion• Dynamic Number Insertion (DNI)    The problem: How do you track calls generated from various   ...
Dynamic Number Insertion                         Track social media                          success with DNI             ...
Setting Up DNI                             Step-by-Step                         1 – Select Your Default                   ...
Tracking Lead-to-Customer Conversion  What percentage of inbound calls result in a sale?      Usually 15 to 20 times hig...
Mobile Conversion       • Mobile Changes Conversion         Optimization          • Mobile search will surpass desktop sea...
Mobile Marketing  Request a Demo –   logmycalls.com/request-demo  Call us at (866) 811-8880                             ...
Next Webinar Thursday, July 5 – 2 PM EDT Title: 8 Ways to Prepare for the Mobile  Marketing Explosion    How big will m...
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Webinar - Top Tips for Conversion Optimization

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Every business would like to convert more web visitors to leads and leads to customers. The big question is: how do you do that?

This webinar will discuss specifics of how to improve conversion rates and track success.

Published in: Business, Technology
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Webinar - Top Tips for Conversion Optimization

  1. 1. Top Tips for Conversion Optimization Jason Wells, CEO, ContactPoint
  2. 2. Conversion Rate The most critical statistic in marketing because it is directly tied to profits The % of people that do something you want them to do  Fill out a landing page form  Click on a ‘Request a Demo’ button from a web page  Buy a product  Download a piece of content  Call Conversion rate optimization is a long- term process @logmycalls
  3. 3. What is a ‘Good’ Conversion Rate? There is no correct answer. It depends on a variety of factors.  The Offer…  Our White Paper landing pages average a 41.3% conversion rate  Our ‘Request a Demo’ landing pages average a 7.5% conversion rate @logmycalls
  4. 4. What is a ‘Good’ Conversion Rate? PPC - Median – 3.5% - Mean – 8.4% @logmycalls
  5. 5. What is a ‘Good’ Conversion Rate? Organic - Median – 4.0% - Mean – 8.0% @logmycalls
  6. 6. Conversion Rate: A Funnel Perspective Awareness Evaluation Engagement Conversion Loyalty @logmycalls
  7. 7. Conversion Rate: A Funnel PerspectiveHigh Landing Page Conversion Marketing Qualified Leads - Blog Subscriptions - Newsletter Registrations Sort of Sales Ready Leads - Webinar Registrations - White Paper Registrations Sales Ready Leads - Meeting Requests - Demo Requests - Free Trials - Inbound Phone CallsLow Landing Page Conversion @logmycalls
  8. 8. Conversion Rate: The ProcessMarketing Qualified Leads- Blog Subscriptions- Newsletter Registrations Thank You Page (With Demo Form) Thank You Page (With White Paper Form) Retreat Offer (WatchBlog Subscription a Video or Webinar) Form On-Page Retreat Offer (They Stay on the None Page) @logmycalls
  9. 9. Conversion Rate: The ProcessSort of Sales Ready Leads- Webinar Registrations- White Paper Registrations Thank You Page With CALL NOW & Thank You Page Phone Number (With Demo Form) Retreat Offer (Another White Whitepaper Paper or Webinar) Landing Page Retreat Offer Thank You Page (Another WP or (With Demo Webinar) Offer) Note: Putting an actual form on a Thank You or Confirmation Page, not a button linking to another page, increases conversion rates. @logmycalls
  10. 10. Conversion Rate: The Thank You Page ‘Thank you’ or ‘Confirmation’ page with form rather than a button increases conversion rates 5% - 8% @logmycalls
  11. 11. Conversion Rate: The ProcessSales Ready Leads- Meeting Requests- Demo Requests- Free Trial- Inbound Phone Calls Talk to Them on the Phone Thank You Page (Call us Now – Phone Number) Retreat Offer (White Paper or Webinar) Demo Landing Page Thank You Page (With Retreat Offer (White Blog or Newsletter Paper or Webinar) Subscription) @logmycalls
  12. 12. Conversion Rate: Things to Remember• The more touches (Thank You Pages, Forms, Retreat Offers) you have, the higher your conversion rate will be.• View conversion rate optimization as a process not merely ‘getting a better landing page’• Different businesses will want to produce different types of leads and should expect different conversion rates. • Download • Demo • Trial • Purchase • Phone Call• The higher the landing page conversion rate, the lower the lead-to-customer conversion rate. @logmycalls
  13. 13. Comprehensive Conversion Rate• A comprehensive conversion rate includes much more than the % of people that completed a landing page form: • How many calls did your landing page drive? • What about social media engagement? • How many leads converted to customers? • What about conversion rates for other pages? @logmycalls
  14. 14. Landing Page Conversion Optimization• Only 20% of people view landing page content below the fold. (Source: Search Engine Land)• 48% of companies NEVER test their landing pages to improve conversions. (Source: Marketing Sherpa)• 64% of companies NEVER even attempt to optimize a landing page once they set it up. (Source: Search Engine Land) @logmycalls
  15. 15. Landing Page Conversion Optimization 1. Goal • Are you trying to produce demo sign-ups? White Paper downloads? Phone calls? • Keep ‘difficultly level’ in mind – A demo request is going to have lower conversion rates than a White Paper download 2. Headline • Clear, concise 3. Crisp Copy • Journalist’s rule: Use the fewest words necessary to make your point. @logmycalls
  16. 16. Landing Page Conversion Optimization 4. Call-to-Action • Make it crystal clear – What do you want the visitor to do? What are they getting in return? 5. Fields • How many is too many? 6. Phone Numbers • Include a phone number on your landing page • Landing pages (especially for demos and trials) will generate calls @logmycalls
  17. 17. Landing Page Conversion Optimization Random Tips and Stats  Forms on the left side of the page have a 5% to 10% lower conversion rate than forms on the right side  Using the Word FREE or having a free badge increases conversion rates from 4% to 10%  Green CTA buttons convert 21% more than red buttons @logmycalls
  18. 18. Landing Page Conversion Optimization Random Tips and Stats  Adding an arrow increases conversion rates by up to 20%  Making them feel like they’re getting a deal increases conversion rates.  Using an specific time window in your text increases conversion rates substantially “Sign up in less than 60 seconds” OR “15 Minute Demo” @logmycalls
  19. 19. Landing Page Conversion Optimization• Testing…testing… • Mozilla Firefox • Changed call-to-action from ‘Try Firefox’ to ‘Download Now – FREE’ • Second CTA outperformed by 3.6% • WhichTestWon.com • It compares landing pages and asks which ones convert • Let’s do todays test @logmycalls
  20. 20. Website Conversion Optimization• Think of your entire website as a landing page • Front page, secondary pages, articles blogs, should all be treated like, tested like and held accountable like landing pages. • They should have: • Calls-to-Action • Simple Forms • Phone Numbers • Funnels set up for them in Google Analytics • Unique conversion rates including calls and ‘traditional’ conversion rates @logmycalls
  21. 21. Website Conversion Optimization• Hubspot has a total of 67 Free Trial or Demo Buttons (that I could count on the front page or other high traffic pages of their site (not including blogs, articles and landing pages)• One individual page explaining the features of their product has 9 demo Note: Every Hubspot blog or article has 10-12 calls buttons on it! to action. @logmycalls
  22. 22. Adwords & Call Extensions• Marketo has a Demo and Free Trial tab on every single page on their site (that I could find)• That’s a total of over 500 Demo and Free Trial buttons on their site.• They also have a real-time ‘Chat with a Sales Rep’ feature @logmycalls
  23. 23. Comprehensive Conversion Rate – Phone Calls• Phone Calls are High Value Leads • Only 2% - 8% of web leads are ready to buy in 3 months. (Source: Marketing Sherpa) • 65% of companies say phone calls are their highest quality lead source. (Source: BIA/Kelsey, 2010) @logmycalls
  24. 24. Phone Calls• Test-Phone Conversion Rates Close Ratio By Month  Several hundred phone calls over 5 months  Close rate of 70%  What’s a good online lead-to- customer conversion rate?  5% ?  10% ?• What’s my Point? • Drive inbound calls • Track inbound calls • Optimize landing pages, websites and campaigns to generate calls @logmycalls
  25. 25. Dynamic Number Insertion• Dynamic Number Insertion (DNI)  The problem: How do you track calls generated from various web sources? (i.e. Did someone call after conducting an organic search, clicking through an email, or typing in our URL?)  DNI solves that problem• How it Works • A different phone number appears on your website dependent on how the website was accessed • If someone accesses from a referral source they see a specific number, if they direct type in a URL they see a different number, etc. etc. • Track calls from various web sources @logmycalls
  26. 26. Dynamic Number Insertion Track social media success with DNI Links from social media generate different phone numbers on websiteThe phone numberchanges dependent uponthe source @logmycalls
  27. 27. Setting Up DNI Step-by-Step 1 – Select Your Default Number 2 – Choose the Tracking Number 3 – Choose a Destination URL 4 – Generate Code 5 – Use the Trackback URL to Link 6 – Post CodeNote: DNI is great for 7 – Repeat with as manySEO, PPC and digital tracking numbers and URLsmarketing firms – You as you wishcan track phone callsgenerated by websource. @logmycalls
  28. 28. Tracking Lead-to-Customer Conversion  What percentage of inbound calls result in a sale?  Usually 15 to 20 times higher than an inbound web lead  Our system tracks close rates however you define them (appointment, next step, closed sale) This group of calls within LogMyCalls has a close rate of 63% @logmycalls
  29. 29. Mobile Conversion • Mobile Changes Conversion Optimization • Mobile search will surpass desktop search by the end of 2013. (Source: Google, 2012) • 61% of searches on a mobile phone result in a phone calls. (Source: Search Engine Land, 2012) • 52% of all mobile ads result in phone calls. (Source: xAd, 2012) • What this means: mobile conversion is about driving phone calls because mobile produces phone calls. @logmycalls
  30. 30. Mobile Marketing  Request a Demo – logmycalls.com/request-demo  Call us at (866) 811-8880 @logmycalls
  31. 31. Next Webinar Thursday, July 5 – 2 PM EDT Title: 8 Ways to Prepare for the Mobile Marketing Explosion  How big will mobile be by 2014, 2015 or 2016?  Examples of how companies are preparing now  Statistics that will blow your socks off (unless you’re wearing sandals)  8 specific ways to start or improve your mobile marketingLogMyCalls.com/webinar @logmycalls
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